This Week in Startups E1109: Ritual CEO Katerina Schneider on creating pure & effective vitamins, standing out in a crowded DTC market, utilizing subscriptions & more
Sep 16, 2020
Katerina Schneider, the CEO of Ritual, a transparency-focused vitamin company, shares her journey from skepticism to belief in the value of vitamins. She discusses the impact of the pandemic on health perceptions and her brand's unique story, including the significance of acquiring 'ritual.com.' Katerina also highlights the challenges of fundraising as a pregnant founder and the balance of motherhood with entrepreneurship. She emphasizes innovative marketing strategies and the DTC model's role in creating effective customer experiences in a crowded market.
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Acquiring Ritual.com
- Katerina Schneider acquired Ritual.com, a premium domain, for her vitamin company.
- Through a complex three-way deal involving another domain, she secured Ritual.com.
Initial Skepticism about Vitamins
- Katerina Schneider, founder of Ritual, initially doubted the necessity of vitamin supplements.
- She believed that proper nutrition from vegetables provided sufficient nutrients.
From Skeptic to Founder
- Katerina Schneider's macrobiotic upbringing instilled skepticism towards supplements, favoring natural remedies.
- Her pregnancy journey sparked curiosity about prenatal vitamins, leading to Ritual's founding.