Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Greg Frontiero, Founder of NooWave, located in Fort Lauderdale, FL, USA.

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

NooWave makes products that help people do their best work. We serve biohackers, overachievers, and anyone who just wants to lower stress, improve productivity and be 10% happier.

Our core product is Flow State Coffee which is an anti-anxiety productivity coffee. It's low-acidity coffee blended with l-theanine and raw cacao for better energy, focus, and mood with none of the jitters or crashes.

Tell us about yourself

The boy moves to NYC and gets involved in the tech scene. For the last ten years, he has done ok! Working at companies such as Yext, Twitter, and Stack Overflow! However, in doing so, he abuses alcohol, drugs, and energy drinks to keep up with a bunch of bad lifestyle choices and eventually burns out.

But wait! Our story has a happy ending. He discovers nootropics that help him find balance and quit those bad things he used to do. He discovers L-theanine and cacao take away from the adverse effects of caffeine and, like the guy who discovered penicillin, realizes he's accidentally created the perfect cup of coffee.

I'm motivated by my curiosity and desire to 'be the bands we want to hear,' as I wrote about on a blog when we launched entitled "Introducing NooWave & Flow State Coffee!" Also, our customers are writing in, telling me we've helped lower their anxiety or helped them produce great work with Flow State Coffee. Those messages mean everything to me.

What's your biggest accomplishment as a business owner?

Simply starting and not giving up. Taking something from zero to a fully functioning six-figure business as a solopreneur.

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

For me, time management and having to do things that are beyond my scope, like design, financing, inventory, etc. All the non-people facing aspects of the job. It can be overwhelming, but every day I try just to take one step forward.

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

  1. Don't look for tips. We're all just as dumb as you, except we took the lap and just started, and we figured the rest out as we went and met people who helped us along the way. The universe is funny; once you get started, the rest just kind of works out. SO JUST START NOW.
  2. see #1.
  3. see #2.

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.

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