{"id":22573,"date":"2021-04-06T17:36:19","date_gmt":"2021-04-06T15:36:19","guid":{"rendered":"https:\/\/www.livebetter.eu\/?p=22573"},"modified":"2026-03-19T17:44:45","modified_gmt":"2026-03-19T16:44:45","slug":"4-years-of-live-better","status":"publish","type":"post","link":"https:\/\/staging2.livebetter.eu\/en\/4-anni-di-live-better\/","title":{"rendered":"Our Story Part III: The First 4 Years of Live Better"},"content":{"rendered":"

4 years of live better<\/h1><\/div>
<\/div><\/div><\/div><\/div><\/div><\/div>
For the first four years of Live Better\u2019s life, I dug into my memories and retraced the key moments of our story\u2026 I decided to share it here because, when I dreamed of building Live Better, reading the experiences of those who launched a startup before me was incredibly helpful.<\/div>\n
So I hope our story can help anyone who\u2019s dreaming of launching their own idea and maybe making the world a better place!<\/div>\n
<\/div>\n
Happy reading!<\/div>\n
<\/div>\n
\n

2002<\/strong><\/h4>\n
I register the name CIOPPUCCINO: a cappuccino made with cocoa instead of coffee.<\/div>\n
<\/div>\n

2011<\/strong><\/h4>\n
I decide the drink for Cioppuccino will be called Ciocchino (which later evolved into Chokkino<\/a><\/span><\/strong>)<\/div>\n
<\/div>\n

2014<\/strong><\/h4>\n
November: I meet Nicola Prezzam\u00e0, owner of Biepi, for the first time. Biepi will become our supplier for Kaya, the machine that makes Chokkino in caf\u00e9s.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
For the first four years of Live Better\u2019s life, I dug into my memories and retraced the key moments of our story\u2026 I decided to share it here because, when I dreamed of building Live Better, reading the experiences of those who launched a startup before me was incredibly helpful.<\/div>\n
So I hope our story can help anyone who\u2019s dreaming of launching their own idea and maybe making the world a better place!<\/div>\n
<\/div>\n
Happy reading!<\/div>\n
<\/div>\n
\n

2002<\/strong><\/h4>\n
I register the name CIOPPUCCINO: a cappuccino made with cocoa instead of coffee.<\/div>\n
<\/div>\n

2011<\/strong><\/h4>\n
I decide the drink for Cioppuccino will be called Ciocchino (which later evolved into Chokkino<\/a><\/span><\/strong>)<\/div>\n
<\/div>\n

2014<\/strong><\/h4>\n
November: I meet Nicola Prezzam\u00e0, owner of Biepi, for the first time. Biepi will become our supplier for Kaya, the machine that makes Chokkino in caf\u00e9s.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

2015<\/strong><\/h4>\n
I work on a blend that could run on a machine Nicola sold for ginseng and barley coffee.<\/div>\n
To make it work, I\u2019m forced to create a non-pure Chokkino because pure cocoa wasn\u2019t dosed properly in that machine.<\/div>\n
<\/div>\n
The first Chokkino blend contained:
\n\u2013 70% cocoa
\n\u2013 16% cornstarch
\n\u2013 15% sugar<\/div>\n
<\/div>\n
In other words, a kind of water-based mini hot chocolate\u2026<\/div>\n

11 decembre 2015<\/u><\/strong><\/h4>\n
I install the first machine at Paulpetta, my dear friend Viviana\u2019s wonderful meatball restaurant on Via Bergamo in Monza. I work a few evenings there to test customer reactions firsthand: people like the idea, so we keep going.<\/div>\n
<\/div>\n
It\u2019s always necessary to test your hypotheses. I might love an idea, but that doesn\u2019t mean the market (customers) will. A good rule is: make something people\u00a0need<\/strong>\u201c<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

2015<\/strong><\/h4>\n
I work on a blend that could run on a machine Nicola sold for ginseng and barley coffee.<\/div>\n
To make it work, I\u2019m forced to create a non-pure Chokkino because pure cocoa wasn\u2019t dosed properly in that machine.<\/div>\n
<\/div>\n
The first Chokkino blend contained:
\n\u2013 70% cocoa
\n\u2013 16% cornstarch
\n\u2013 15% sugar<\/div>\n
<\/div>\n
In other words, a kind of water-based mini hot chocolate\u2026<\/div>\n

11 decembre 2015<\/u><\/strong><\/h4>\n
I install the first machine at Paulpetta, my dear friend Viviana\u2019s wonderful meatball restaurant on Via Bergamo in Monza. I work a few evenings there to test customer reactions firsthand: people like the idea, so we keep going.<\/div>\n
<\/div>\n
It\u2019s always necessary to test your hypotheses. I might love an idea, but that doesn\u2019t mean the market (customers) will. A good rule is: make something people\u00a0need<\/strong>\u201c<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div>

2016<\/strong><\/h4>\n
I found a sole proprietorship, Prima di Elena Luzi, to start testing Chokkino on the market. We purchase 20 machines from Biepi. These machines work with the first 70% cocoa blend.<\/div>\n

23 april 2016<\/u><\/strong><\/h4>\n
I\u2019ve always imagined that Chokkino would pair beautifully with coconut milk\u2014and here\u2019s the proof: the first ChokkoCoccoccino, made with the help of my dear friend Marco Colzani, who has helped me so much over the years to make this dream real. (If you\u2019re curious about his wonderful products\u2014juices, spreads, jams, and chocolate you\u2019ll find the\u00a0link to his shop here.)<\/a>\u00a0<\/span><\/strong><\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div>

2016<\/strong><\/h4>\n
I found a sole proprietorship, Prima di Elena Luzi, to start testing Chokkino on the market. We purchase 20 machines from Biepi. These machines work with the first 70% cocoa blend.<\/div>\n

23 april 2016<\/u><\/strong><\/h4>\n
I\u2019ve always imagined that Chokkino would pair beautifully with coconut milk\u2014and here\u2019s the proof: the first ChokkoCoccoccino, made with the help of my dear friend Marco Colzani, who has helped me so much over the years to make this dream real. (If you\u2019re curious about his wonderful products\u2014juices, spreads, jams, and chocolate you\u2019ll find the\u00a0link to his shop here.)<\/a>\u00a0<\/span><\/strong><\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

10 june 2016<\/u><\/strong><\/h4>\n
Our first fair: a street-food event at Boschetti Reali in Monza.
\nMy friends Paolo and Alessio help with Chokkino\u2019s first messaging, and Alessio has a brilliant idea: \u201cDo you like cocoa? Drink it espresso!\u201d<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

10 june 2016<\/u><\/strong><\/h4>\n
Our first fair: a street-food event at Boschetti Reali in Monza.
\nMy friends Paolo and Alessio help with Chokkino\u2019s first messaging, and Alessio has a brilliant idea: \u201cDo you like cocoa? Drink it espresso!\u201d<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div>

21 july 2016<\/u><\/strong><\/h4>\n
The cocoa we were using wasn\u2019t great\u2014the only supplier I could find for such small quantities. But I wanted a cocoa worthy of a \u201crevolution,\u201d so I called the biggest cocoa suppliers to request samples. Their reps even came to my home; I imagine they wondered, \u201cWho is this woman?!\u201dmi chi \u00e0 questa!!!<\/em>\u201c.<\/div>\n
<\/div>\n
Despite the odd setting, I gathered 100+ cocoa samples, and after analyzing their polyphenol content (antioxidants), we selected our wonderful cocoa Live Better<\/a><\/span><\/strong>.<\/div>\n
<\/div>\n
In the photo you can see the first batch of samples tested. The color differences are striking, right? It depends on alkalization: on the left, natural (non-alkalized) cocoa; on the right, very dark, heavily alkalized cocoa almost black used for cookies like Oreos.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

21 july 2016<\/u><\/strong><\/h4>\n
The cocoa we were using wasn\u2019t great\u2014the only supplier I could find for such small quantities. But I wanted a cocoa worthy of a \u201crevolution,\u201d so I called the biggest cocoa suppliers to request samples. Their reps even came to my home; I imagine they wondered, \u201cWho is this woman?!\u201dmi chi \u00e0 questa!!!<\/em>\u201c.<\/div>\n
<\/div>\n
Despite the odd setting, I gathered 100+ cocoa samples, and after analyzing their polyphenol content (antioxidants), we selected our wonderful cocoa Live Better<\/a><\/span><\/strong>.<\/div>\n
<\/div>\n
In the photo you can see the first batch of samples tested. The color differences are striking, right? It depends on alkalization: on the left, natural (non-alkalized) cocoa; on the right, very dark, heavily alkalized cocoa almost black used for cookies like Oreos.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

16 decembre 2016<\/u><\/strong><\/h4>\n
Time for our first-ever blending. The machine was beautiful\u2014turning on itself for hours to perfectly mix all the powdered ingredients!<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div>

16 decembre 2016<\/u><\/strong><\/h4>\n
Time for our first-ever blending. The machine was beautiful\u2014turning on itself for hours to perfectly mix all the powdered ingredients!<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

2017<\/strong><\/h4>\n
A year of \u201creflection\u201d:<\/div>\n
\u2013 In caf\u00e9s where we had machines, Chokkino worked, but slowly\u2014which is normal for a new, innovative product.<\/div>\n
\u2013 The Kaya machine had serious issues: the blend, with such a high cocoa %, didn\u2019t flow well. In summer, dosing could fluctuate \u00b130% so Chokkino was inconsistent, from super intense to watery.<\/div>\n
<\/div>\n
<\/div>\n
I needed a solution! I thought: to dose cocoa, why not try the lever-type volumetric coffee doser used in caf\u00e9s? Nicola had one at the company; I tested it and the variance was acceptable.<\/div>\n
<\/div>\n
Now I had a working doser, but I couldn\u2019t use it with the current machine\u2026 Luckily, Nicola (a true genius) had developed a single-serve machine. We tweaked it and, after a myriad of fixes, managed to use it with the doser.\nMost importantly, this machine also worked with a 100% cocoa blend the first machine in the world able to do so! We had invented the first professional cocoa-espresso machine.<\/div>\n
<\/div>\n
\n

Now that I could finally make Chokkino exactly as I had always imagined it (100% cocoa), it was time to found Live Better.<\/p>\n

I prepared a business plan and presented it to friends to raise funding.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

2017<\/strong><\/h4>\n
A year of \u201creflection\u201d:<\/div>\n
<\/div>\n
\u2013 In caf\u00e9s where we had machines, Chokkino worked, but slowly\u2014which is normal for a new, innovative product.<\/div>\n
\u2013 The Kaya machine had serious issues: the blend, with such a high cocoa %, didn\u2019t flow well. In summer, dosing could fluctuate \u00b130% so Chokkino was inconsistent, from super intense to watery.<\/div>\n
<\/div>\n
<\/div>\n
I needed a solution! I thought: to dose cocoa, why not try the lever-type volumetric coffee doser used in caf\u00e9s? Nicola had one at the company; I tested it and the variance was acceptable.<\/div>\n
<\/div>\n
Now I had a working doser, but I couldn\u2019t use it with the current machine\u2026 Luckily, Nicola (a true genius) had developed a single-serve machine. We tweaked it and, after a myriad of fixes, managed to use it with the doser.\nMost importantly, this machine also worked with a 100% cocoa blend the first machine in the world able to do so! We had invented the first professional cocoa-espresso machine.<\/div>\n
<\/div>\n
\n

Now that I could finally make Chokkino exactly as I had always imagined it (100% cocoa), it was time to found Live Better.<\/p>\n

I prepared a business plan and presented it to friends to raise funding.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

4 april 2017<\/u><\/strong><\/h4>\n
I found Live Better as an Srls and apply for the innovative startup registry. A few days later we\u2019re approved. Being an innovative startup granted valuable benefits such as free access to the MCC Guarantee Fund (so you can request bank financing even without collateral). Another perk: investors can deduct 30% of their investment from taxes (today it\u2019s 50%!).<\/div>\n
<\/div>\n

31 october 2017<\/strong><\/u><\/h4>\n
Together with Filippo (one of Live Better\u2019s partners), we meet with Intesa Sanpaolo to request a loan. The meeting is a success and in January 2018 we receive an important loan.<\/div>\n
<\/div>\n
For a startup, avoiding debt is ideal but in Italy there\u2019s little culture of investing in startups, so raising private capital is hard. Thankfully, Intesa Sanpaolo and UniCredit fund startups using the MCC guarantee. Launching a startup without capital is almost impossible, because it often takes years to generate sufficient revenue to cover costs. In our case, providing Kaya to caf\u00e9s on loan was hugely expensive.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div>

4 april 2017<\/u><\/strong><\/h4>\n
I found Live Better as an Srls and apply for the innovative startup registry. A few days later we\u2019re approved. Being an innovative startup granted valuable benefits such as free access to the MCC Guarantee Fund (so you can request bank financing even without collateral). Another perk: investors can deduct 30% of their investment from taxes (today it\u2019s 50%!).<\/div>\n
<\/div>\n

31 october 2017<\/strong><\/u><\/h4>\n
Together with Filippo (one of Live Better\u2019s partners), we meet with Intesa Sanpaolo to request a loan. The meeting is a success and in January 2018 we receive an important loan.<\/div>\n
<\/div>\n
For a startup, avoiding debt is ideal but in Italy there\u2019s little culture of investing in startups, so raising private capital is hard. Thankfully, Intesa Sanpaolo and UniCredit fund startups using the MCC guarantee. Launching a startup without capital is almost impossible, because it often takes years to generate sufficient revenue to cover costs. In our case, providing Kaya to caf\u00e9s on loan was hugely expensive.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

15 november 2017<\/u><\/strong><\/h4>\n
Back to the notary: we convert Live Better into an Srl and welcome our first investors 25 friends from around the world: Mexico, Argentina, Israel, France, Poland, and of course Italy. From day one, Live Better\u2019s DNA is international!<\/div>\n
<\/div>\n
This investment was also crucial for the Intesa Sanpaolo loan because when your friends invest, it signals two things:<\/div>\n
1) People believe in you so you\u2019re likely reliable.<\/div>\n
2) If they\u2019re willing to invest their money, they believe in the idea.<\/div>\n
<\/div>\n

16 november 2017<\/u><\/strong><\/h4>\n
The new machine casings arrive. Now we have to assemble and test everything, because in only two months we\u2019ll present Chokkino to the world at the Sigep trade fair in Rimini. We are wildly late\u2026<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

15 november 2017<\/u><\/strong><\/h4>\n
Back to the notary: we convert Live Better into an Srl and welcome our first investors 25 friends from around the world: Mexico, Argentina, Israel, France, Poland, and of course Italy. From day one, Live Better\u2019s DNA is international!<\/div>\n
<\/div>\n
This investment was also crucial for the Intesa Sanpaolo loan because when your friends invest, it signals two things:<\/div>\n
1) People believe in you so you\u2019re likely reliable.<\/div>\n
2) If they\u2019re willing to invest their money, they believe in the idea.<\/div>\n
<\/div>\n

16 november 2017<\/u><\/strong><\/h4>\n
The new machine casings arrive. Now we have to assemble and test everything, because in only two months we\u2019ll present Chokkino to the world at the Sigep trade fair in Rimini. We are wildly late\u2026<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

2018<\/strong><\/h4>\n

20 jenuary 2018<\/u><\/strong><\/h4>\n
First day at Sigep in Rimini Italy\u2019s top bar\/coffee fair. Stand costs are high, so we share space with friends at Bevande Futuriste, a Venetian startup making organic beverages. Our stand looks great, the location is excellent, and from the start Chokkino draws a lot of interest.<\/div>\n

<\/h4>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

2018<\/strong><\/h4>\n

20 jenuary 2018<\/u><\/strong><\/h4>\n
First day at Sigep in Rimini Italy\u2019s top bar\/coffee fair. Stand costs are high, so we share space with friends at Bevande Futuriste, a Venetian startup making organic beverages. Our stand looks great, the location is excellent, and from the start Chokkino draws a lot of interest.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
But immediately, the machines have issues\u2026 Cocoa stuck in the cone, yielding very diluted cups. Panic! The next morning, after grabbing the tools I needed (lesson learned today we always bring a full toolkit for Kaya), I try to fix the machines, but the problem remains. Only 1 out of 5 works. Why?<\/div>\n
<\/div>\n
Thankfully, I spot the difference (one motor was battery-powered). That afternoon, Anna and Sara (two of our partners) drive a machine back to Biepi, where Nicola and Gianluca make a modification Sunday night. On Monday, a colleague brings the fixed machine back to Rimini. Teamwork at its best!<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
But immediately, the machines have issues\u2026 Cocoa stuck in the cone, yielding very diluted cups. Panic! The next morning, after grabbing the tools I needed (lesson learned today we always bring a full toolkit for Kaya), I try to fix the machines, but the problem remains. Only 1 out of 5 works. Why?<\/div>\n
<\/div>\n
Thankfully, I spot the difference (one motor was battery-powered). That afternoon, Anna and Sara (two of our partners) drive a machine back to Biepi, where Nicola and Gianluca make a modification Sunday night. On Monday, a colleague brings the fixed machine back to Rimini. Teamwork at its best!<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
\n
That same day, a well-known HoReCa figure Franco, formerly at Natfood (market leader) and now co-founder of Foodness stops by.<\/div>\n
<\/div>\n
He\u2019s sitting across from us at another stand when he\u2019s struck by our tagline \u201ccacao is the new coffee.\u201d Curious, he asks for info. He tastes Chokkino and says: \u201cThis is a bomb! I want the exclusive for all of Italy!\u201d<\/div>\n
<\/div>\n
Wow! We were over the moon an incredible opportunity right at the start. In the following days, Franco brings several big clients to taste Chokkino.<\/div>\n
<\/div>\n
We meet a couple of times after Sigep, but suddenly the enthusiasm drops. What happened? We\u2019ll find out in a few months.<\/div>\n<\/div>\n

<\/h4>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n
That same day, a well-known HoReCa figure Franco, formerly at Natfood (market leader) and now co-founder of Foodness stops by.<\/div>\n
<\/div>\n
He\u2019s sitting across from us at another stand when he\u2019s struck by our tagline \u201ccacao is the new coffee.\u201d Curious, he asks for info. He tastes Chokkino and says: \u201cThis is a bomb! I want the exclusive for all of Italy!\u201d<\/div>\n
<\/div>\n
Wow! We were over the moon an incredible opportunity right at the start. In the following days, Franco brings several big clients to taste Chokkino.<\/div>\n
<\/div>\n
We meet a couple of times after Sigep, but suddenly the enthusiasm drops. What happened? We\u2019ll find out in a few months.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

24 march 2018<\/u><\/strong><\/h4>\n
A crucial date: during a walk in the park, I ask Cinzia and Daniela if they want to come work at Live Better. Their answer is immediate: YES! They were already partners in Live Better, and working together again was a dream we\u2019d had for years.<\/div>\n
<\/div>\n
Confession: I had plenty of ideas, but no idea what I was doing. Sometimes you just have to take the leap.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

24 march 2018<\/u><\/strong><\/h4>\n
A crucial date: during a walk in the park, I ask Cinzia and Daniela if they want to come work at Live Better. Their answer is immediate: YES! They were already partners in Live Better, and working together again was a dream we\u2019d had for years.<\/div>\n
<\/div>\n
Confession: I had plenty of ideas, but no idea what I was doing. Sometimes you just have to take the leap.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
\n

17 april 2018<\/u><\/strong><\/h4>\n
At Sigep we launched a website where you could order a starter kit with Kaya on loan and Live Better cocoa. Miraculously, we receive three orders, and I decide to personally install those machines. It takes a few months to get them running well; when ready, I fly to Naples to install the first machine at Centro America in Casoria with Armando (still a client today!).<\/div>\n
<\/div>\n
Then I fly to Catania, rent a car, and install the second in Scicli, a breathtaking town.<\/div>\n
<\/div>\n
The third we install together in Diano Marina (Liguria) at Pasticceria Martinotti also still a client.<\/div>\n<\/div>\n

<\/h4>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

17 april 2018<\/u><\/strong><\/h4>\n
During Sigep we had launched the website where you could order the starter kit with Kaya on loan and Live Better cocoa. Miraculously we received three orders and I decided that I would personally go and install these three machines. Clearly it took a few months for them to work well, and when they were ready I took an airplane and flew to Naples: here in the photo you see me with Armando at his beautiful Centro America bar in Casoria! Armando was the customer to place an order on our site and you can still find Kaya at his bar today!<\/div>\n
<\/div>\n
Then I fly to Catania, rent a car, and install the second in Scicli, a breathtaking town.<\/div>\n
<\/div>\n
The third we install together in Diano Marina (Liguria) at Pasticceria Martinotti also still a client.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

11 may 2018<\/u><\/strong><\/h4>\n
Seeds & Chips, Milan: seated across from me is Howard Schultz, founder of Starbucks. I have five minutes to pitch. As you can see from the countdown, only nine seconds have passed.<\/div>\n
<\/div>\n
I\u2019ll never forget it my heart racing. Earlier, I had heard him speak and realized he wasn\u2019t just a great entrepreneur, but also a kind, thoughtful human being.<\/div>\n
<\/div>\n
Voice shaking, I say, \u201cI\u2019ve never had a coffee in my life,\u201d and he smiles: \u201cThen why do you want to talk to me??\u201d That sweet smile puts me at ease. I tell him about Chokkino; he\u2019s so intrigued that he comes to our stand to learn more.<\/div>\n
<\/div>\n
He spends several minutes with us. I\u2019m ecstatic: his interest tells me the idea is solid.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

11 may 2018<\/u><\/strong><\/h4>\n
Seed & Chips, Milan: what you see sitting in front of me is Howard Schultz, the founder of Starbucks. I had 5 minutes to talk to him and present my idea. As you can see from the countdown in the bottom right-hand corner I had started only 9 seconds in.<\/div>\n
<\/div>\n
I\u2019ll never forget it my heart racing. Earlier, I had heard him speak and realized he wasn\u2019t just a great entrepreneur, but also a kind, thoughtful human being.<\/div>\n
<\/div>\n
Voice shaking, I say, \u201cI\u2019ve never had a coffee in my life,\u201d and he smiles: \u201cThen why do you want to talk to me??\u201d That sweet smile puts me at ease. I tell him about Chokkino; he\u2019s so intrigued that he comes to our stand to learn more.<\/div>\n
<\/div>\n
He spends several minutes with us. I\u2019m ecstatic: his interest tells me the idea is solid.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
\n

31 may 2018<\/u><\/strong><\/h4>\n
Our first (and so far only) Live Better agents\u2019 meeting at\u00a0Borgofrancone Farmhouse<\/a><\/span>in Gera Lario, near Lake Como. It was wonderful and over those days, thanks to hearty Valtellina dishes, we discovered that Chokkino even aids digestion!<\/div>\n
<\/div>\n
What I love most about that photo: everyone there is a genuinely good person. The energy was amazing.<\/div>\n
<\/div>\n
None of us had any idea what we were getting into\u2026 Honestly, I still don\u2019t know how we installed 450 machines. \ud83e\udd23 A miracle!<\/div>\n<\/div>\n

<\/h4>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

31 may 2018<\/u><\/strong><\/h4>\n
Our first (and so far only) Live Better agents\u2019 meeting at\u00a0Borgofrancone Farmhouse<\/a><\/span>in Gera Lario, near Lake Como. It was wonderful and over those days, thanks to hearty Valtellina dishes, we discovered that Chokkino even aids digestion!<\/div>\n
<\/div>\n
What I love most about that photo: everyone there is a genuinely good person. The energy was amazing.<\/div>\n
<\/div>\n
None of us had any idea what we were getting into\u2026 Honestly, I still don\u2019t know how we installed 450 machines. \ud83e\udd23 A miracle!<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

30 august 2018<\/u><\/strong><\/h4>\n
From September 1 we start renting our first office. It was empty, but there was already a little plant!<\/div>\n
<\/div>\n
We were so lucky to find it:<\/div>\n
\u2013 5 minutes from Ci and Dani\u2019s homes<\/div>\n
\u2013 super bright yet no direct sun (north-facing windows)<\/div>\n
\u2013 quiet<\/div>\n
\u2013 easy parking<\/div>\n
<\/div>\n
I don\u2019t think we\u2019ll ever leave it\u2019s perfect.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

30 august 2018<\/u><\/strong><\/h4>\n
From September 1 we start renting our first office. It was empty, but there was already a little plant!<\/div>\n
<\/div>\n
We were so lucky to find it:<\/div>\n
\u2013 5 minutes from Ci and Dani\u2019s homes<\/div>\n
\u2013 super bright yet no direct sun (north-facing windows)<\/div>\n
\u2013 quiet<\/div>\n
\u2013 easy parking<\/div>\n
<\/div>\n
I don\u2019t think we\u2019ll ever leave it\u2019s perfect.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
\n

7 september 2018<\/u><\/strong><\/h4>\n
<\/div>\n
Remember how our talks with Franco of Foodness suddenly cooled? Here\u2019s Franco on stage at their agents\u2019 meeting, presenting the novelty of the year: MINICAO \u2013 cocoa espresso.<\/div>\n
<\/div>\n
Nicola from Biepi (our machine manufacturer) saw it on Facebook and sent the photo. It was a shock but that\u2019s business.<\/div>\n
<\/div>\n
Minicao is a capsule product, not 100% cocoa; more like a water-based mini hot chocolate with 80 calories per cup versus 19 calories for Chokkino. A different product though to the casual caf\u00e9 customer, they look nearly the same.<\/div>\n<\/div>\n

<\/h4>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

7 september 2018<\/u><\/strong><\/h4>\n
<\/div>\n
Remember how our talks with Franco of Foodness suddenly cooled? Here\u2019s Franco on stage at their agents\u2019 meeting, presenting the novelty of the year: MINICAO \u2013 cocoa espresso.<\/div>\n
<\/div>\n
Nicola from Biepi (our machine manufacturer) saw it on Facebook and sent the photo. It was a shock but that\u2019s business.<\/div>\n
<\/div>\n
Minicao is a capsule product, not 100% cocoa; more like a water-based mini hot chocolate with 80 calories per cup versus 19 calories for Chokkino. A different product though to the casual caf\u00e9 customer, they look nearly the same.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

10 october 2018<\/u><\/strong><\/h4>\n
Calls start coming in: clumps are blocking cocoa in the cone. We open the bags and surprise hard lumps jam the cone so cocoa can\u2019t fall, yielding very diluted cups.<\/div>\n
<\/div>\n
We had 750 kg of cocoa in that condition\u2026 and a fair in Rome in two days.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

10 october 2018<\/u><\/strong><\/h4>\n
Calls start coming in: clumps are blocking cocoa in the cone. We open the bags and surprise hard lumps jam the cone so cocoa can\u2019t fall, yielding very diluted cups.<\/div>\n
<\/div>\n
We had 750 kg of cocoa in that condition\u2026 and a fair in Rome in two days.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
\n

13 october 2018<\/u><\/strong><\/h4>\n
Fortunately we find a supplier who can rework part of the cocoa immediately, and we manage to attend Maker Faire Rome a huge success, with 5,000+ Chokkino cups given away in two days!<\/div>\n
<\/div>\n
It\u2019s our first consumer-facing fair, and we realize it\u2019s much more effective than trade shows: we can let final customers taste Chokkino directly, which helps baristas sell it.<\/div>\n
<\/div>\n
(Here you can also see Eva and Mirko our partners and Lazio distributors and my brother Vittorio.)<\/em><\/div>\n<\/div>\n

<\/h4>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
13 october 2018<\/u><\/strong><\/div>\n
<\/div>\n
Fortunately we find a supplier who can rework part of the cocoa immediately, and we manage to attend Maker Faire Rome a huge success, with 5,000+ Chokkino cups given away in two days!<\/div>\n
<\/div>\n
It\u2019s our first consumer-facing fair, and we realize it\u2019s much more effective than trade shows: we can let final customers taste Chokkino directly, which helps baristas sell it.<\/div>\n
<\/div>\n
(Here you can also see Eva and Mirko our partners and Lazio distributors and my brother Vittorio.)<\/em><\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

22 december 2018<\/u><\/strong><\/h4>\n
<\/div>\n
End of our first year on the market and we survived! The machine had lots of quirks we hadn\u2019t yet learned to manage. Today we handle them with our eyes closed and even have tutorials for baristas, but back then, every \u201cwe\u2019ve got a problem\u201d call made us sweat. Still, we solved every issue.<\/div>\n
<\/div>\n
There will always be problems only those who stand still have none. What matters is spotting them early and fixing them. Never get discouraged; in a startup, problems are daily business.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

22 december 2018<\/u><\/strong><\/h4>\n
<\/div>\n
End of our first year on the market and we survived! The machine had lots of quirks we hadn\u2019t yet learned to manage. Today we handle them with our eyes closed and even have tutorials for baristas, but back then, every \u201cwe\u2019ve got a problem\u201d call made us sweat. Still, we solved every issue.<\/div>\n
<\/div>\n
There will always be problems only those who stand still have none. What matters is spotting them early and fixing them. Never get discouraged; in a startup, problems are daily business.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
\n

2019<\/strong><\/h4>\n

<\/h4>\n

19 january 2019<\/u><\/strong><\/h4>\n
Even though I didn\u2019t want to, we return to Sigep with our Emilia-Romagna distributor. It doesn\u2019t go well, but at least Cinzia and Daniela are now convinced that professional trade fairs aren\u2019t worth it for us.<\/div>\n
<\/div>\n
\n

February - March 2019<\/u><\/b><\/h4>\n
We\u2019ve realized industry fairs don\u2019t bring new barista clients, but we\u2019d already paid for two: Tirreno CT (Feb 24\u201327) and RistorExpo in Erba (Mar 3\u20136).<\/div>\n
<\/div>\n
Ten grueling days and it\u2019s demoralizing to work so hard and bring home nothing.<\/div>\n<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

2019<\/strong><\/h4>\n

<\/h4>\n

19 january 2019<\/u><\/strong><\/h4>\n
Although I wouldn't have wanted to, we went back to the Sigep in Rimini together with our distributor from Emilia Romagna. It did not go well, but at least Cinzia and Daniela were also convinced that it was not worth doing these professional trade shows.<\/div>\n
<\/div>\n
\n

February - March 2019<\/u><\/b><\/h4>\n
We\u2019ve realized industry fairs don\u2019t bring new barista clients, but we\u2019d already paid for two: Tirreno CT (Feb 24\u201327) and RistorExpo in Erba (Mar 3\u20136).<\/div>\n
<\/div>\n
Ten grueling days and it\u2019s demoralizing to work so hard and bring home nothing.<\/div>\n<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

8-10 march 2019<\/u><\/strong><\/h4>\n
Time to test our hypothesis: consumer fairs might be better. Fa\u2019 la cosa giusta! in Milan. We hand out 3,000+ cups, but the most important part is the recurring question: \u201cHow can I make it at home?\u201d<\/div>\n
There\u2019s a Silicon Valley rule make something people want and since I\u2019d heard it to death, a lightbulb went on.<\/div>\n
A home machine was always on my mind, but that requires major investment so<\/div>\n
<\/div>\n
I looked for a simpler solution to test the idea with minimal cost before committing to a household machine.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

8-10 march 2019<\/u><\/strong><\/h4>\n
Time to test our hypothesis: consumer fairs might be better. Fa\u2019 la cosa giusta! in Milan. We hand out 3,000+ cups, but the most important part is the recurring question: \u201cHow can I make it at home?\u201d<\/div>\n
There\u2019s a Silicon Valley rule make something people want and since I\u2019d heard it to death, a lightbulb went on.<\/div>\n
A home machine was always on my mind, but that requires major investment so<\/div>\n
<\/div>\n
I looked for a simpler solution to test the idea with minimal cost before committing to a household machine.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

30 march 2019<\/strong><\/u><\/p>\n

Meanwhile, we did another cocoa packaging run with a carefully chosen supplier\u2026 yet again, those cursed clumps!<\/p>\n

After checking 20 bags by hand to assess the damage, I\u2019m a mess.
\nThis time it\u2019s worse: 1,500 kg to rework.<\/p>\n

Thankfully, we then find a supplier who has done nothing but pack cocoa powder for 50 years\u2014they know exactly how to do it. Small hitch: they close in June, so we need a new one after that.<\/p>\n

As I\u2019ve said, problems are the norm. Advice: if you don\u2019t enjoy solving problems, entrepreneurship isn\u2019t for you.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

30 march 2019<\/strong><\/u><\/p>\n

Meanwhile, we did another cocoa packaging run with a carefully chosen supplier\u2026 yet again, those cursed clumps!<\/p>\n

After checking 20 bags by hand to assess the damage, I\u2019m a mess.
\nThis time it\u2019s worse: 1,500 kg to rework.<\/p>\n

Thankfully, we then find a supplier who has done nothing but pack cocoa powder for 50 years\u2014they know exactly how to do it. Small hitch: they close in June, so we need a new one after that.<\/p>\n

As I\u2019ve said, problems are the norm. Advice: if you don\u2019t enjoy solving problems, entrepreneurship isn\u2019t for you.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

January - september 2019<\/strong><\/u><\/h4>\n

While juggling all these hiccups, I keep looking for a way to solve Kaya\u2019s issues. It seems impossible\u2026<\/p>\n

5 june 2019<\/u><\/strong><\/h4>\n
During one of many trials, I make a discovery: with a specific process, Chokkino develops a crema like espresso. Beautiful!<\/div>\n
And if you\u2019re wondering: \u201cDid you find a solution for Kaya?\u201d Yes, I did. Don\u2019t stop looking solutions almost always appear.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

January - september 2019<\/strong><\/u><\/h4>\n

While juggling all these hiccups, I keep looking for a way to solve Kaya\u2019s issues. It seems impossible\u2026<\/p>\n

5 june 2019<\/u><\/strong><\/h4>\n
During one of many trials, I make a discovery: with a specific process, Chokkino develops a crema like espresso. Beautiful!<\/div>\n
And if you are wondering, \u201cbut were you able to find a solution for Kaya?\u201d Yes, I have! Just don't stop looking and solutions can almost always be found.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

7 october 2019<\/strong><\/u><\/h4>\n
We\u2019re finally ready to pack our first Chokkino Boxes<\/a><\/span><\/strong> and test whether the idea works.<\/div>\n
<\/div>\n
After trying countless cups, jars\u2014even lab beakers (for a drip-free spout!) we find a glass jar sturdy enough for courier shipping and the right diameter.<\/div>\n
<\/div>\n
We screen-print level markings for water. The supplier assures us they\u2019re indelible (\u201cthe paint is fired at 800\u00b0C and vitrifies\u201d). Unfortunately, many jars from the first run lost their markings after a few washes. (If it happened to you, tell us we\u2019ll replace it!)<\/div>\n
<\/div>\n
For sustainability, we wanted packaging that served as both box and bag for fairs: the bag-box was perfect and customizable without a fortune.<\/div>\n
<\/div>\n
Finally, the milk frother: after testing a dozen, which was best? IKEA\u2019s and perfectly aligned with our image: black and minimal.<\/div>\n
<\/div>\n
Here are the jars for the very first Chokkino boxes!<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

7 october 2019<\/strong><\/u><\/h4>\n
We\u2019re finally ready to pack our first Chokkino Boxes<\/a><\/span><\/strong> and test whether the idea works.<\/div>\n
<\/div>\n
After trying countless cups, jars\u2014even lab beakers (for a drip-free spout!) we find a glass jar sturdy enough for courier shipping and the right diameter.<\/div>\n
<\/div>\n
We screen-print level markings for water. The supplier assures us they\u2019re indelible (\u201cthe paint is fired at 800\u00b0C and vitrifies\u201d). Unfortunately, many jars from the first run lost their markings after a few washes. (If it happened to you, tell us we\u2019ll replace it!)<\/div>\n
<\/div>\n
For sustainability, we wanted packaging that served as both box and bag for fairs: the bag-box was perfect and customizable without a fortune.<\/div>\n
<\/div>\n
Finally, the milk frother: after testing a dozen, which was best? IKEA\u2019s and perfectly aligned with our image: black and minimal.<\/div>\n
<\/div>\n
Here are the jars for the very first Chokkino boxes!<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

12 october 2019<\/u><\/strong><\/h4>\n
Linate Air Show: time to test the box idea. Would it work? Many partners thought it was a big mistake.<\/div>\n
<\/div>\n
We sell very few our spot is terrible and even cup sales are low. Not a valid test. (Remember: don\u2019t get discouraged by the first attempt.)<\/div>\n
<\/div>\n
But our new all-black look is gorgeous. What do you think? (We also had coconut milk in a white pouch luckily it\u2019s not in the photo; it was\u2026 not pretty!)<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

12 october 2019<\/u><\/strong><\/h4>\n
Linate Air Show: fnally it was time to test our idea: would the Chokkino box work? In Live Better many members did not believe in the box, in fact they thought it was a big mistake.<\/div>\n
<\/div>\n
We sell very few our spot is terrible and even cup sales are low. Not a valid test. (Remember: don\u2019t get discouraged by the first attempt.)<\/div>\n
<\/div>\n
But our new all-black look is gorgeous. What do you think? (We also had coconut milk in a white pouch luckily it\u2019s not in the photo; it was\u2026 not pretty!)<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

18 october 2019<\/u><\/strong><\/h4>\n
<\/div>\n
Back to Maker Faire Rome to truly test whether the Chokkino Box can work. We ship one full pallet, including 75 kits. We sell everything nothing left (maybe a few cocoa bags for Kaya). A huge success. With more kits, we would have sold those too.<\/div>\n
<\/div>\n
At first we feared the price (amazing how fear can mislead us) but it was fine. The market customers always gives you the answers you need. Don\u2019t be afraid to test an idea: the sooner you test, the sooner you can adjust. Don\u2019t fear failure; it\u2019s part of the process. Observe, recognize mistakes, and fix them quickly.<\/div>\n
<\/div>\n
Another Silicon Valley mantra: \u201cTry again. Fail again. Fail better.\u201d<\/div>\n
<\/div>\n
Edison said: \u201cI have not failed. I\u2019ve just found 10,000 ways that won\u2019t work.\u201d<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

18 october 2019<\/u><\/strong><\/h4>\n
<\/div>\n
Back to Maker Faire Rome to truly test whether the Chokkino Box can work. We ship one full pallet, including 75 kits. We sell everything nothing left (maybe a few cocoa bags for Kaya). A huge success. With more kits, we would have sold those too.<\/div>\n
<\/div>\n
At first we were afraid of the price... (amazing how fear can affect us negatively...) but no: it was fine! The market, through customers, always provides you with all the answers you need. Don't be afraid to test an idea: the sooner you do it, the sooner you can coregulate it. Don't be afraid to make mistakes; that's part of the game. The important thing is to observe, recognize mistakes and fix them as soon as possible.<\/div>\n
<\/div>\n
Another Silicon Valley mantra: \u201cTry again. Fail again. Fail better.\u201d<\/div>\n
<\/div>\n
Edison said: \u201cI have not failed. I\u2019ve just found 10,000 ways that won\u2019t work.\u201d<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>

30 november 2019<\/u><\/strong><\/h4>\n
One fair went badly, one went well\u2014time for the real test: L\u2019Artigiano in Fiera in Milan. It\u2019s like the Olympics of fairs: 9 halls, 3,000 exhibitors from 100 countries, 1,000,000 visitors.<\/div>\n
<\/div>\n
It\u2019s either someone\u2019s dream or someone\u2019s nightmare.<\/div>\n
<\/div>\n
Stands are expensive, and it\u2019s nine long days\u2014the acid test, which we pass with flying colors.<\/div>\n
<\/div>\n
We also bring a chocolate machine with Chokko-Cocco inside the most frequent comment is: \u201cWhat a bomb!\u201d Fitting, because even today Chokko-Cocco is our most-loved product.<\/div>\n
<\/div>\n
(Here you can also see Letizia, our agent in Veneto, and Anna one of my dearest friends and a Live Better partner.)<\/em><\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

30 november 2019<\/u><\/strong><\/h4>\n
One fair went badly, one went well\u2014time for the real test: L\u2019Artigiano in Fiera in Milan. It\u2019s like the Olympics of fairs: 9 halls, 3,000 exhibitors from 100 countries, 1,000,000 visitors.<\/div>\n
<\/div>\n
It\u2019s either someone\u2019s dream or someone\u2019s nightmare.<\/div>\n
<\/div>\n
Stands are expensive, and it\u2019s nine long days\u2014the acid test, which we pass with flying colors.<\/div>\n
<\/div>\n
We also bring a chocolate machine with Chokko-Cocco inside the most frequent comment is: \u201cWhat a bomb!\u201d Fitting, because even today Chokko-Cocco is our most-loved product.<\/div>\n
<\/div>\n
(Here you can also see Letizia, our agent in Veneto, and Anna one of my dearest friends and a Live Better partner.)<\/em><\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

13 december 2019<\/u><\/strong><\/h4>\n
Time to test Instagram. I take a course with Veronica\u00a0@spora<\/a><\/span><\/strong>\u00a0and ask if we can do an unboxing of our WOW box in the last hour. She\u2019s incredibly kind and says yes. Since I\u2019m often last-minute, I rush to Treviso on December 13.<\/div>\n
<\/div>\n
Veronica is amazing she posts many stories about our work together and, especially, about Chokkino<\/a><\/strong><\/span>In 24 hours we gain 600+ followers and most importantly our first online orders. We are thrilled.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

13 december 2019<\/u><\/strong><\/h4>\n
Time to test Instagram. I take a course with Veronica\u00a0@spora<\/a><\/span><\/strong>\u00a0and ask if we can do an unboxing of our WOW box in the last hour. She\u2019s incredibly kind and says yes. Since I\u2019m often last-minute, I rush to Treviso on December 13.<\/div>\n
<\/div>\n
Veronica is amazing she posts many stories about our work together and, especially, about Chokkino<\/a><\/strong><\/span>In 24 hours we gain 600+ followers and most importantly our first online orders. We are thrilled.<\/div>\n<\/div>\n<\/div><\/div><\/div>
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<\/div><\/div><\/div>

18 december 2019<\/u><\/strong><\/h4>\n
I remember it well: I\u2019d just left a funeral when I get a message \u201cLa Cinica posted! But there\u2019s a small problem\u2026 check your DMs.\u201d<\/div>\n
<\/div>\n
I open Instagram and find\u00a0Cristina<\/a><\/span> message: she found a dried little lizard (she called it \u201cthe mummy\u201d) in the measuring jar\u2026 I\u2019m speechless. I had packed her box myself\u2014how could this happen? She is so kind and reassures me, telling me how they too had all sorts of mishaps at the start.<\/div>\n
<\/div>\n
Cristina loved Chokkino from day one and even installed a machine in her Milan office. She spoke about us often and brought us so many customers. I\u2019ll be forever grateful.<\/div>\n
<\/div>\n
(You can see \u201cthe mummy\u201d in the photo on the right.)<\/em><\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div><\/div>
<\/div><\/div><\/div>
\n

18 december 2019<\/u><\/strong><\/h4>\n
I remember it well: I\u2019d just left a funeral when I get a message \u201cLa Cinica posted! But there\u2019s a small problem\u2026 check your DMs.\u201d<\/div>\n
<\/div>\n
I open Instagram and find\u00a0Cristina<\/a><\/span> message: she found a dried little lizard (she called it \u201cthe mummy\u201d) in the measuring jar\u2026 I\u2019m speechless. I had packed her box myself\u2014how could this happen? She is so kind and reassures me, telling me how they too had all sorts of mishaps at the start.<\/div>\n
<\/div>\n
Cristina loved Chokkino from day one and even installed a machine in her Milan office. She spoke about us often and brought us so many customers. I\u2019ll be forever grateful.<\/div>\n
<\/div>\n
(You can see \u201cthe mummy\u201d in the photo on the right.)<\/em><\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

8 january 2020<\/u><\/strong><\/h4>\n
Before Christmas, my friend Isabella says: \u201cGive me a kit I\u2019ll gift it to a former classmate who\u2019s an influencer.\u201d I don\u2019t think much of it\u2026 Then on January 8, orders start coming in. I check Instagram and see the post by Claudia\u00a0@vitalybio\u00a0<\/strong><\/span>who later became a dear friend.<\/div>\n
<\/div>\n
That day I truly understand Instagram\u2019s potential and the power of influencer marketing.<\/div>\n
<\/div>\n
Throughout 2019, many influencers talked about Chokkino without payment\u2014they simply loved the product. Their support helped us grow and become who we are today.<\/div>\n
<\/div>\n
Next to Claudia, I have to mention Anna\u00a0@la.naturotopa<\/span><\/strong> the second to talk about us\u2014she fell in love with Chokkino instantly. There are many more who helped us get here.<\/div>\n
<\/div>\n
Thank you, from the bottom of my heart.<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div>
<\/span><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
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\n

8 january 2020<\/u><\/strong><\/h4>\n
<\/div>\n
Before Christmas, my friend Isabella says: \u201cGive me a kit I\u2019ll gift it to a former classmate who\u2019s an influencer.\u201d I don\u2019t think much of it\u2026 Then on January 8, orders start coming in. I check Instagram and see the post by Claudia\u00a0@vitalybio\u00a0<\/strong><\/span>who later became a dear friend.<\/div>\n
<\/div>\n
That day I truly understand Instagram\u2019s potential and the power of influencer marketing.<\/div>\n
<\/div>\n
Throughout 2019, many influencers talked about Chokkino without payment\u2014they simply loved the product. Their support helped us grow and become who we are today.<\/div>\n
<\/div>\n
Next to Claudia, I have to mention Anna\u00a0@la.naturotopa<\/span><\/strong>\u00a0who was the second to talk about us because she had fallen in love with Chokkino from the first moment, but I should put so many people who helped us become what we are today.<\/div>\n
<\/div>\n
Thank you, from the bottom of my heart.<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>

Sept 2019 - Jan 2020<\/strong><\/u><\/h4>\n
Many good things happen, but our finances are dramatic. I\u2019ve already found new investors, but for various reasons they only come in early February 2020.<\/div>\n
<\/div>\n
From September to January we scrape by, doing somersaults each month to cover expenses. Honestly, if our partners hadn\u2019t loaned us \u20ac40,000, we wouldn\u2019t have survived. We\u2019re lucky to have wonderful partners who threw us a lifeline when we needed it.<\/div>\n
<\/div>\n
Choosing the right partners is crucial. I believe shared values are fundamental. For example: if an investor wants to maximize returns at any cost, they can\u2019t be a Live Better partner.<\/div>\n
<\/div>\n
<\/div>\n

FINAL REFLECTION<\/strong><\/em><\/h3>\n
<\/div>\n
\n

Lately I\u2019ve been reflecting on this: relationships (not just romantic ones) have hurt me so much that I pushed everyone away, telling myself \u201cI\u2019m fine on my own\u201d and \u201cI don\u2019t need anyone.\u201d<\/p>\n

but these last years proved I was telling myself a huge lie. Humans are social beings; through cooperation we\u2019ve advanced our civilization.<\/p>\n<\/div>\n

<\/div>\n
I\u2019m no exception.<\/div>\n
<\/div>\n
I need others<\/strong> too:<\/div>\n
\u2013 without our partners\u2019 investments, Live Better wouldn\u2019t exist<\/div>\n
\u2013 without Cinzia and Daniela, Live Better couldn\u2019t function<\/div>\n
\u2013 without you, our customers, Live Better couldn\u2019t thrive<\/div>\n
\u2013 without influencers talking about us, Live Better wouldn\u2019t have grown<\/div>\n
<\/div>\n
To protect myself, I had convinced myself that \u201cneeding\u201d others was a weakness bullshit. Yes, it makes you vulnerable, but vulnerability is part of being human.<\/div>\n
<\/div>\n
The truth is we need one another and that\u2019s beautiful, because collaboration lets us achieve results impossible alone.<\/div>\n
<\/div>\n
So, fine, I need others but what about the fact that relationships have always been my Achilles\u2019 heel, capable of bringing me to my knees?<\/div>\n
<\/div>\n
As always, the universe is on our side: fifteen days ago, someone very important told me something that shocked me \u201cthey\u2019re leaving.\u201d<\/div>\n
<\/div>\n
I\u2019m not great with goodbyes, so the last fifteen days have been intense a rollercoaster of emotions: sadness, fear, anger, despair, apathy\u2026 and finally acceptance: it\u2019s their life, and it\u2019s right that they do what makes them happy. It doesn\u2019t depend on me. (I used to feel responsible for everything.)<\/div>\n
<\/div>\n
The best part is realizing that relationships no longer destroy me like they once did, so I\u2019m ready to \u201crisk\u201d again.<\/div>\n
<\/div>\n
I admit I\u2019m a little afraid, but living \u201cin protection,\u201d keeping distance out of fear, isn\u2019t truly living because it lacks the best part: human connection.<\/div>\n
<\/div>\n
Thank you all for reminding me of that.<\/div>\n
<\/div>\n
With love,<\/div>\n
Elena<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
\n

Sept 2019 - Jan 2020<\/strong><\/u><\/h4>\n
During these months many good things happened, but we had a dramatic financial situation. I had already found new investors, but for a variety of reasons their entry was delayed until early February 2020.<\/div>\n
<\/div>\n
So from September to January we had to fend for ourselves, and every month to get to cover our expenses we were jumping through hoops. I have to be honest: if our members had not lent us 40,000 \u20ac we would not have survived. But fortunately we have wonderful members who threw us a life preserver when we needed one!<\/div>\n
<\/div>\n
Choosing the right partners is crucial. I believe shared values are fundamental. For example: if an investor wants to maximize returns at any cost, they can\u2019t be a Live Better partner.<\/div>\n
<\/div>\n
<\/div>\n

FINAL REFLECTION<\/strong><\/em><\/h3>\n
<\/div>\n
\n

Lately I\u2019ve been reflecting on this: relationships (not just romantic ones) have hurt me so much that I pushed everyone away, telling myself \u201cI\u2019m fine on my own\u201d and \u201cI don\u2019t need anyone.\u201d<\/p>\n

but these last years proved I was telling myself a huge lie. Humans are social beings; through cooperation we\u2019ve advanced our civilization.<\/p>\n<\/div>\n

<\/div>\n
I\u2019m no exception.<\/div>\n
<\/div>\n
I need others<\/strong> too:<\/div>\n
\u2013 without our partners\u2019 investments, Live Better wouldn\u2019t exist<\/div>\n
\u2013 without Cinzia and Daniela, Live Better couldn\u2019t function<\/div>\n
\u2013 without you, our customers, Live Better couldn\u2019t thrive<\/div>\n
\u2013 without influencers talking about us, Live Better wouldn\u2019t have grown<\/div>\n
<\/div>\n
Think that to protect myself I had gone so far as to tell myself that \u201cneeding\u201d others was a weakness -- BULLSHIT. Sure it makes you vulnerable, but being vulnerable is part of being human.<\/div>\n
<\/div>\n
The truth is that we need each other, and this is beautiful because collaboration allows us to achieve results that would be impossible to achieve alone.<\/div>\n
<\/div>\n
So, fine, I need others but what about the fact that relationships have always been my Achilles\u2019 heel, capable of bringing me to my knees?<\/div>\n
<\/div>\n
As always, the universe is on our side: fifteen days ago, someone very important told me something that shocked me \u201cthey\u2019re leaving.\u201d<\/div>\n
<\/div>\n
I\u2019m not great with goodbyes, so the last fifteen days have been intense a rollercoaster of emotions: sadness, fear, anger, despair, apathy\u2026 and finally acceptance: it\u2019s their life, and it\u2019s right that they do what makes them happy. It doesn\u2019t depend on me. (I used to feel responsible for everything.)<\/div>\n
<\/div>\n
The best thing is that I have realized that relationships no longer destroy me as they once did and so I am again willing to \u201ctake risks.\u201d.<\/div>\n
<\/div>\n
I admit I\u2019m a little afraid, but living \u201cin protection,\u201d keeping distance out of fear, isn\u2019t truly living because it lacks the best part: human connection.<\/div>\n
<\/div>\n
Thank you all for reminding me of that.<\/div>\n
<\/div>\n
With love,<\/div>\n
Elena<\/div>\n<\/div>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div><\/div>
\n\t\t\t\t
\n\t
\n\t\t
\n\t\t\tSold out\t\t<\/div>\n\t<\/div>\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"Live
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"Live
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"Chokkino
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div><\/div>
<\/i><\/div>
<\/i><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
\n\t\t\t\t
\n\t
\n\t\t
\n\t\t\tSold out\t\t<\/div>\n\t<\/div>\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"\"
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"Live
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"Live
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div>
\n\t\t\t\t
\n<\/div>\t\t\t\n\t\t\t\t\t\t\t\"Chokkino
<\/i><\/div>\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n<\/div><\/div><\/div><\/div>
<\/i><\/div>
<\/i><\/div><\/div><\/div><\/div><\/div><\/div><\/div>

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<\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":22602,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[216,484],"tags":[],"class_list":["post-22573","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articoli","category-la-nostra-storia"],"acf":[],"yoast_head":"\nLa nostra storia parte III: i primi 4 anni di Live Better | Live Better<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La nostra storia parte III: i primi 4 anni di Live Better | Live Better\" \/>\n<meta property=\"og:url\" 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content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"68 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/staging2.livebetter.eu\\\/4-anni-di-live-better\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/staging2.livebetter.eu\\\/4-anni-di-live-better\\\/\"},\"author\":{\"name\":\"Elena Luzi\",\"@id\":\"https:\\\/\\\/staging2.livebetter.eu\\\/#\\\/schema\\\/person\\\/3f57f80424a8b573e267f641d2e2a7f8\"},\"headline\":\"La nostra storia parte III: i primi 4 anni di Live 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