Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with DevRaj Patel, Founder and CEO of Jivati, located in Irvine, CA, USA.
What's your business, and who are your customers?
Jivati is more than a business; it's a movement. One of the reasons I created Jivati was because the beverage market is saturated with numerous companies that provide the same type of sugary and artificial drinks that cause harm to people's health which doesn't allow them to enjoy life to the fullest. I have created a holistic brand lifestyle that will introduce several lines of innovative and bold products for every occasion.
I decided to target people of the newer generation because my research led me to find that they are healthier, curious, and enjoy innovative products more than the older generations. Our first product line is alcoholic; therefore, you'll have to be 21 and older to consume Jivati Vodka Seltzers. However, as mentioned before, we will have other lines of products, and our mission is to include everybody so we can live a better lifestyle together.
Tell us about yourself
Why did I choose a beverage company? Drinking water is essential, and having fun typically involves some drink in hand. Beverages are popular consumer products that allow a brand to move vertically and horizontally. New products can evolve the brand over time and stay relative to current market trends. My vision was to create an attractive brand, pitch the right products, and provide value for consumers, and I may be able to obtain a good portion of the market share in the future. Hopefully, Jivati will create the trends and not follow suit.
Personally and professionally, I tend to reinvent myself every 2 to 4 years. It helps me evolve as a person by enhancing my skill sets. It can be accomplished through training, gained experiences, or simply listening to people talk about themselves. I took the same concept and decided to implement this strategy for my company to stay relevant in the market. Again, people enjoy new and fun things, and the world industries are evolving rapidly. It only makes sense to find new ways to improve your company's value every few years. This method will allow any company to stay profitable and continue to cater to their customer needs.
What motivates me? I'm always reading or watching motivational speeches. It doesn't matter if they're in entertainment, education, or a regular person sharing their inspiring story. If someone has something positive to say, I will listen and take mental notes. Personally, one quote that I try to practice often is, "If you control your emotions, you will control the situation, and that will control the outcome." I'm a very emotional person, and it's not easy for me to stay quiet at times.
Nevertheless, it's a profound quote that has helped me evolve professionally and personally. Negatively compromising your emotions can lead to many mistakes. Remaining calm and positive allows the mind to be open to many solutions to resolve any problem. Always have an optimistic attitude.
What's your biggest accomplishment as a business owner?
One of my biggest hurdles was to get the Jivati Vodka Seltzer approved by the government. I outsourced the formulation to a company, but they failed miserably. I vetted over 15 beverage formulation companies, and the ones I chose oversold themselves. I was handed an incomplete formula that set me back three months. In addition, it took me another four months to reformulate the formulas myself. Finally, once I had perfected it, the unique formula was difficult to pass by The Alcohol and Tobacco Tax and Trade Bureau (TTB). However, through multiple revisions and perseverance, we will be available this Summer 2022.
What's one of the hardest things that come with being a business owner?
I try to please everyone, and it's nearly impossible to do so as a business owner. I will continue to make mistakes; I am only human. However, I have learned to reach out to other leaders and competitors to learn how to evolve as a whole. Humility is a great trait to have as a successful leader, and why reinvent the wheel when great leaders have been influential for decades. Understanding their techniques can help me avoid mistakes and advance as a business owner. There's no quick recipe for success; the fastest way to get where you want is by taking the time to perfect your method.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
The first thing I would recommend is to take several months to conduct extensive research on the market or industry you want to enter.
- Find the problem
- Provide a solution
Many companies, especially in the tech industry, offer convenient solutions to everyday tasks, and people like seamless services or products. People usually are interested in new things, but you will have their undivided attention if it's going to improve their livelihood.
The second thing would be branding. When consumers trust a brand, they will continuously buy its products. Companies like Apple, Google, Uber, and Samsung have created solid brands for themselves, among many other successful companies. Make it personal to create a genuine brand, and it will differentiate you from the competition. Remember, everyone's story is unique but relatable.
Third, you want to provide value to people. Creating a survey and interviewing numerous people in your target audience would be beneficial. Knowing what they need is better than assuming what they want as you enter the market. Powerful data is the knowledge that can help you avoid many financial mistakes and guide you through creating a product or service of need. There are many more tips, but those would be the best ones from my current experience.
Is there anything else you'd like to share?
There will be many challenges in life, especially as an entrepreneur. One thing that has helped me become successful is being self-aware, and knowing my strengths and weaknesses has allowed me to be more confident.
My path in life led me to great people and experiences that taught me to be a better person. I can now look at my past with more profound meaning and comprehend things that I couldn't decipher at a young age. I was still evolving, and I will always continue to mature.
The one thing I like to encourage people to do is sympathize, empathize, have patience, and not judge openly. Always level up, don't stay stagnant. The world is evolving; it's better to follow along than be left behind. Be a net positive to the world.
Where can people find you and your business?
Website: https://jivati.com/
Facebook: https://www.facebook.com/jivatidrinks
Instagram: https://www.instagram.com/jivatidrinks/
LinkedIn: https://www.linkedin.com/company/jivati/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.