Alisa Pospekhova
Founder of Kindroot
“Risks pay off and if you want [something], you will ultimately figure it out. ”
Can you share a little about your background and how you’ve gotten to where you are today?
[My family and I] immigrated to the U.S. when I was fourteen [from Eastern Europe]. I went to high school and college [in the U.S.]. I was interested in people, languages and cultures, so I studied French and German in college. But I have a practical side, so I picked an extra major and studied international business. [International business] was an interesting way to wrap it all together and make a living. I ended up in marketing roles. Marketing is a great blend of science and art [because] it isn’t too far in either.
As the Founder and CEO [of Kindroot], these skills are coming into play. You have to be good at a little bit of everything. I’ve spent the last fifteen years in product development and brand building. My company is self funded. I really wanted to go that route. I’m good at putting products together and launching them, [and had to decide whether to] focus my time on bringing the best product to market or on investors. I had a strong vision [for Kindroot]. I personally think that in the beginning, a company should follow the Founder’s vision and not be muddled. I wanted to maintain control and nurture the [Kindroot] brand. Right now, [I’m focused on] launching the company in the best way.
Why have you chosen to focus on the health and wellness industry?
I’ve always personally gravitated towards [the health and wellness industry]. I like to work out and I’ve always been interested in different philosophies about nutrition. Thankfully, I have a lot of natural health and wellness companies [in Los Angeles], and I’ve been going through an herbalist apprenticeship over the last year. I’ve blurred the line between my personal interest and work.
Why was it important to start Kindroot?
The concept for [Kindroot] evolved from a cough drop to functional plant lozenges. [While traveling], TSA once stopped me for carrying powder [supplements]. I have asthma and consume a lot of plant lozenges. I remember looking at brands like Ricola, Vick’s and Halls...and thinking the branding was boring. I felt like something [of this sort] could be launched organically, include an aromatherapy component and be made on-the-go.
[Kindroot] is the first line of functional plant lozenges that is focused on four main categories: focus, mood, snooze (sleep) and glow. It’s meant to be experiential on the flavor and sensory side.
What’s the biggest thing that has surprised you so far about going from the corporate world to pursuing an entrepreneurial endeavor?
What you have to understand about the entrepreneurial journey is that it’s all on you. In corporate, there are structures to support you. [As an entrepreneur], you truly are the company. It’s fun and exciting to me. At the end of the day, nobody will be as invested in [your company] and as passionate as you. You have to accept and embrace [the journey].
When you own a business, you almost certainly need to become accustomed to solving problems on a daily basis. How have you learned to tackle these issues head on?
This whole thing has been a course in navigating obstacles. I spent three months calling different companies trying to get them onboard. I finally found a food scientist and I [created] my own commercial kitchen and [started] to make the product myself. Out of this experience...what’s [resulted has been] my product, made how I want. Before, I was constrained by others’ technology. I’d get samples and wouldn’t like them. [Now] I’m in a place where I am embracing [obstacles]. [You have to] confront things head on…[and] figure out another way. If things aren’t working out or things are not aligning, [maybe] there is a reason. Maybe [you have to] look at alternative ways to actually solve [a problem], that will lead to a better solution.
What are some of your motivators that have propelled you towards launching Kindroot and helped you push against being risk averse?
The entrepreneurial journey is interesting. You get super excited about something, and then you get those moments of “Why am I doing this?”. I haven’t had a weekend [to myself] in months. There was this one day I was really tired [and thought] “If I just had my day job, things would be so much easier.'' I think you just have to take that leap of faith to be an entrepreneur, [and] some of it might be [rooted in something] personal.
My parents had to start over [when they moved to the United States]. It’s hard but a few years later it all kind of worked out. I’ve had life experiences that have made me believe that risks pay off and that if you want [something], you will ultimately figure it out. I previously did some consulting work and worked with start-ups. I was in touch with some Founders…[and even though] they were doing [some] things wrong...they were running the business...and they had the confidence to do it. There was a moment in me where I was like, “I’m just going to go for it and find personal confidence and just do it.”
What’s one thing you’ve discovered about yourself that has surprised you most as you’ve gone through the process of launching Kindroot?
The true ability to problem solve, and kind of sticking to my guns and pushing through. There were multiple critical moments where I was thinking that it might just not work out. I’m in disbelief [that it’s all coming together] and that it’s happening. A few months ago [I told myself], “Just keep going. You’re too far into this. Stick with it and see the vision through.”
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This interview has been edited for length and clarity.
