Millionaire University Brain Bars to Big Box: Will Nitze’s Wild Ride to $100M | Will Nitze
Jul 29, 2025
Will Nitze, founder of IQBAR, shares his fascinating journey from kitchen experiments to building a nine-figure nutrition brand. He outlines the scrappy tactics that fueled his successful Kickstarter campaign and how he scaled his business without a large team by leveraging automation and third-party support. Nitze discusses the evolution from niche brain-food bars to a versatile product platform and emphasizes the importance of adaptability, continual feedback, and letting go of ego in entrepreneurship. His insights on growth and product platformization are invaluable for aspiring entrepreneurs.
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From Kitchen to Kickstarter
- Will Nitze started IQBAR by experimenting in his kitchen due to his own need for clean, low sugar brain food.
- He launched via Kickstarter, selling a few thousand orders before fully committing to the business.
Unconventional Kickstarter Hacks
- Adapt your marketing tactics if traditional ones don’t work, even if it means unconventional methods.
- Will built large email lists by creatively sourcing contacts to successfully promote his Kickstarter.
Evolve Messaging for Scale
- A niche positioning gets initial attention but can limit mass market growth.
- Evolve product messaging using customer feedback to broaden appeal and drive scale.
