Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Cory Johnsen, Co-Owner of JW Nutrition, LLC. - DBA Blitz Energy Drink, located in Sioux Falls, SD, USA.

What's your business, and who are your customers?

Blitz Energy is an all-natural energy drink product. No dyes, no fillers, no sugar, no artificial flavorings. Our customer demographic is typically female, aged 25-55, and usually a parent.

Tell us about yourself

I played football collegiately and professionally for a combined 15 years, and I have tried every energy drink product known. My wife also drank energy drinks. Together we knew the energy drinks we were consuming were not good for us. Many of them contain sugar, carbonation, and artificial ingredients and have zero positive effects on wellness. So we decided there has to be a better solution, an energy drink product that helps increase overall energy but also has vitamins and amino acids and features an all-natural formula. We hired a chemist to create our formula with some specific requests, and then we found a manufacturer in the United States. Our motivation comes from putting a cleaner energy product into the hands of people who are seeking something. We also really enjoy the feedback about taste, energy levels, and no crash effect.

What's your biggest accomplishment as a business owner?

From year 1 to year 2, we almost doubled our total sales. Considering we are in a highly competitive market, limited on resources, and a small mom-and-pop business, we enjoyed seeing that growth.

What's one of the hardest things that comes with being a business owner?

Managing time. We both have full-time careers, two very active children, and three other entrepreneurial ventures going on, so managing time: putting together marketing schedules, designing ads, and implementing sale events when we see a fit can be straining.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Proper planning prevents poor performance.
  2. Be prepared for your friends and family to not be your best supporters.
  3. Build a network, be ready to pivot, and think outside of the box on ways to grow your business.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.