Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with Claire Goldwitz, co-founder, and CEO of Square Fare, located in Brooklyn, NY, USA.

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

Square Fare is a personalized nutrition company. It helps people understand what their body needs to hit their health and fitness goals but also gets them food at their fingertips. Users receive daily SMS messages with their optimal lunch and dinner. If they reply "lunch," they're done, and their food gets to them! This is for anyone who wants help with the decision-making around what to eat. Many of our customers say they wish a pro could just tell them what to eat. We do that!

Tell us about yourself

I worked in corporate America my entire career. Over the years, I gained weight, lost weight, and felt sluggish through some of the days. I felt like I didn't have any support. When COVID hit, I started making my own food at home and felt so much better. I started doing research on available programs and found none that would work for me. The market is huge. That's when I realized I should dig into it some more.

What's your biggest accomplishment as a business owner?

We have a working MVP with happy, paid customers!

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

It gets lonely at the beginning. I'm still in those early stages, and it's hard to take on everything all the time. If you're not moving things along, nothing will happen because there is no one else.

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

  1. Test everything upfront.
  2. Accept that certain things that worked at one point no longer will.
  3. Find early customers who are excited to help you iterate.

Is there anything else you'd like to share?

People don't realize to what extent nutrition impacts not only their body but also their mental state. This is a message that we try and articulate and share every day. The more people realize that what they ingest is key to their well-being, the healthier we will be as a nation.

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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