Hatchery-founded Buoy continues to see strategic growth
Schindler (center) with his cofounders.

A startup born in WashU Olin’s Hatchery course has continued to grow into a full product line, with a focus on improving hydration and fostering healthier consumers.

Buoy (formerly BetterTomorrow) started based on the concern that Americans tend to be chronically dehydrated. Daniel Schindler, MBA ’19, developed a formula for a flavorless liquid supplement that can be added to any drink to foster hydration and overall health by helping people retain water.

Three years after its incorporation, Schindler’s company has grown into a full line of hydration products. After completing what the team calls “phase zero,” Schindler is proud to report a series of updates on the product.

Sales

Through August 2020, Schindler reports a total of $177,467 in sales for the year—with a projection of $300,000 by the end of the year. “Our sales so far have come from very minimal marketing and ad spend, so once we begin our growth phase we expect sales to increase exponentially,” Schindler said.

Marketing

Schindler is proud of his new website, justaddbuoy.com. On the site, consumers can find three products under the Buoy label: BuoyBuoy + CBD, and Buoy + Immunity, plus “a bunch of cool merch.”

Schindler and his team have also invested in content creation—an essential piece of modern marketing. “We are about to begin unleashing everything through social media and Google to begin growing our brand awareness,” he explained.

Strategic growth

Schindler reports a series of growth updates as he looks toward the future:

  • Forming the structure for a commission-based sales team
  • Launching an ambassador program, “designed to increase brand awareness both across social media and among healthcare professionals.”
  • Creating a discounted subscription program for people living with chronic illness. Schindler reflected, “We’ve gotten a ton of touching feedback from that community. We’ll be the first and only company among our competitors to offer this type of program.”
  • Growing the team with 9 new employees.

Schindler’s product exemplifies the entrepreneurial spirit WashU Olin students embrace, whether they’re starting their own company or working with larger ones—and his mission to promote health for all Americans shows his commitment to being a leader who changes the world, for good.

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