Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Jesse Osher, founder of Jesse's WakeUP! Bar, located in New York, USA.

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

Jesse's WakeUP! (1 Bar = 3 Espressos). Jesse's WakeUP!'s customers are anyone and everyone who needs a bonafide boost of energy at the moment that lasts for hours. We spent years on the formula in order to get the quick jolt that extends for hours without the crash (real talk). We always tell customers, if you don't WakeUP! after eating our bars, we will fully refund questions asked. :)

Tell us about yourself

Here's my story (which is on our packaging).
When I was in college, I fell asleep at the wheel driving on Connecticut’s Merritt Parkway. Heading straight for the woods at high speed, I woke up just in time. I slammed on the brakes and narrowly avoided a collision. Since that terrifying incident, I tried product after product to fight low energy and drowsiness moments. But nothing worked! So I started my own research on the subject. This led to the development of Jesse’s WakeUP! Bar. As for what motivates me...our sales doubled in the past year, and to see the upward progress keeps things exciting!

What's your biggest accomplishment as a business owner?

It's hard to share what is my biggest accomplishment because the business is still in the growing process. But through the process, there are definitely small to big victories. The most memorable was our first sale. Seeing this product go from just an idea to having a total stranger purchase with their own money was so thrilling.

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

There are many moments of letting go, areas I can't control, which sometimes can be very scary.

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

  1. Try to see if your business idea or plan can work without spending much money first before moving forward. Cliché but true, EVERYTHING costs money. And the money goes very fast. In that way, you can get out quickly without much risk if it doesn't work.
  2. Remove your ego. Try not to start a business from a feeling of lack but for a true need in the market. Be honest with yourself. As for me, I used to keep energy drinks in my car because of the fear of falling asleep at the wheel. I remember after sitting in a hot car, they used to taste terrible, but it was much better than falling asleep while driving. And when I started research on The WakeUP! Bars...I used to tell myself, "Even if no one buys the bars, at least I can keep them in the car and have them for myself."
  3. There are constant ups & downs in businesses. Try to do the best you can, which sometimes can be very difficult. If things don't go your way (which will 100% happen, lol), don't FREAK OUT...just wait and let things unfold. Sometimes in these unplanned moments...magic can occur.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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