Valuation
$130M
2024 Revenue
$60.2M(Est.)
Customers · 2023
15K
Funding
$31.5M
Team
131
Founded
2019
Nutrisense Revenue, Valuation & Funding (2024)
Nutrisense is a direct-to-consumer metabolic health company founded in September 2019 that pairs continuous glucose monitors (CGMs) with software analytics and dietitian coaching. Subscribers receive a CGM device, a digital medical prescription through a third-party health partner, and access to a proprietary analytics app. The company reported approximately $3.3 million in monthly recurring revenue as of early 2023, implying annualized revenue of roughly $39.6 million, up from under $1 million per month a year prior.
The company has raised approximately $32 million in total funding across multiple rounds, including a $25 million Series A closed in August 2022. Dan Zavorotny, co-founder and COO, leads operations alongside CEO Alex Skryl. The team has grown to 170 employees in just over three years, including 25 engineers and an 18-person marketing team operating across 13 channels.
Nutrisense's unit economics reflect the complexity of its hardware-plus-software model. CGM devices cost the company $40 to $60 per unit and subscribers use two per month, creating meaningful hardware cost of goods. Gross margin has improved to approximately 50% as the business has scaled. Average revenue per user runs about $225 per month, customer acquisition cost is approximately $200, and average customer retention has grown from three weeks at launch to seven to eight months as of 2023.
Last updated
Nutrisense Revenue
Nutrisense reported approximately $3.3 million in monthly recurring revenue as of early 2023, implying annualized revenue of roughly $39.6 million. A year prior, monthly revenue was just under $1 million, representing roughly a 3x increase over the trailing twelve months. The year before that, Zavorotny said the company grew approximately 7x, though from a smaller base, placing 2022 annualized revenue at approximately $11.9 million.
Zavorotny attributed the acceleration to a shift from single-channel to multichannel marketing, with 13 active channels running simultaneously by 2023. The marketing team grew from Zavorotny alone in the first two years to an 18-person team. Key channels include organic SEO, influencer marketing on YouTube and Instagram, Facebook ads, Google ads, Twitter, Quora, and Pinterest.
Applying the trailing twelve-month growth rate of approximately 3x as a ceiling and a deceleration-adjusted rate as a floor, GetLatka estimates 2024 annualized revenue in a range of roughly $60 million to $120 million. This is a GetLatka estimate based on the stated trailing growth rate and assumes meaningful deceleration from the prior pace; it is not a figure Zavorotny confirmed.
Nutrisense Valuation, Funding Rounds
Nutrisense reached a $130M valuation in 2020, set during its Seed round.
Nutrisense has raised $31.5M in total funding across 4 rounds, most recently a $25M Series A round in 2022.
| Year | Round | Amount | Valuation | % Sold | Source |
|---|---|---|---|---|---|
| 2022 | Series A | $25M | - | - | |
| 2021 | Funding round | $5M | - | - | |
| 2020 | Seed | $1.2M | $130M | 1% | |
| 2019 | Seed | $250K | $2M | 13% |
Founder / CEO
Alex Skryl
CEO
Dan Zavorotny is the co-founder and COO of Nutrisense. He was 34 years old at the time of the March 2023 interview. Zavorotny handled all marketing for the company's first two years before building out the marketing team. He described his role as complementary to CEO Alex Skryl, focusing on areas where Skryl is less concentrated so the two can cover the business together.
Alex Skryl is the CEO and co-founder. Skryl is described as an engineer who built the first version of the Nutrisense software in approximately three weeks in 2019 after Zavorotny demonstrated pre-sale demand through Facebook groups. The company was founded in September 2019 after the two validated demand by posting in ketogenic diet and Oura Ring Facebook communities and collecting $500 prepayments through a landing page before the product existed.
Net worth for either founder was not discussed in the interview and GetLatka does not have sufficient data to estimate it.
Q&A
| Question | Answer |
|---|---|
| What's your age? | - |
| Favorite online tool? | - |
| Favorite book? | - |
| Favorite CEO? | - |
| Advice for 20 year old self | - |
Customers
Nutrisense had approximately 15,000 to 16,000 monthly active subscribers as of early 2023, up from a cumulative total of roughly 50,000 people who had used the platform since launch in 2019. Zavorotny confirmed at least 100,000 CGM devices have been shipped in total, and noted the actual number is significantly higher.
Pricing is subscription-based with one-, three-, six-, and twelve-month plan options. The average revenue per user per month is approximately $225. The annual plan costs approximately $2,200, implying a monthly effective rate of approximately $189. Zavorotny confirmed the $189 per month figure for the twelve-month plan. The company moved away from upfront prepayment to monthly billing to make the product more accessible, which Zavorotny acknowledged reduces the immediate payback period advantage but preserves a healthy LTV-to-CAC ratio. There is no free tier.
Nutrisense serves 15K customers.
Nutrisense Business Model
Nutrisense operates a direct-to-consumer subscription model combining hardware fulfillment, a digital medical prescription service, software analytics, and human dietitian coaching. Subscribers pay approximately $225 per month on average, with the annual plan priced at roughly $2,200. The company targets a contribution margin LTV-to-CAC ratio of 3:1, which Zavorotny described as the threshold for healthy unit economics.
Customer acquisition cost averages approximately $200 across all paid channels, with individual channel CAC ranging from near zero for organic to as high as $300 for some paid placements. Average customer retention has improved from three weeks at launch in 2019 to seven to eight months as of 2023, which Zavorotny attributed to continuous product iteration and proactive customer engagement. The company segments customers into one-time users, continuous subscribers, and periodic health check-in users, tracking LTV separately for each cohort.
Gross margin stands at approximately 50% as of 2023, improved significantly from early-stage levels. The primary cost drivers are CGM hardware, which costs Nutrisense $40 to $60 per device with each device lasting 14 days, meaning two devices are consumed per subscriber per month for a hardware cost of goods of $80 to $120 per subscriber per month. Zavorotny also cited the cost of third-party medical prescription services and dietitian labor as additional margin pressures. The company previously used upfront prepayments to self-fund operations and reduce reliance on outside capital, but has since shifted to monthly billing.
Point-in-time figures shared on the GetLatka podcast, each linked to the exact moment it was said on camera.
Average revenue per user (2023)
$225
“Nathan Latka: If a six month plan divide by six, right, to get a month, and the monthly ARPU is about what? A $100, $200? Dan Zavorotny: Around $2.25.”
WatchCustomer acquisition cost (2023)
$200
“Nathan Latka: But if you look at all of your paid spend last month divided by the new customers driven from those paid channels, what would the weighted average CAC be? Something like a 150, $200? Dan Zavorotny: Yeah. Around 200. Somewhere around 200.”
WatchGross margin (2023)
50%
“Dan Zavorotny: We get down to, like, 50%. And that's now as we're scaling. When we started, it was really, really poor. But the nice thing is with unit economics getting better as you scale the business, you get some improvements there.”
WatchNutrisense Employees & Team Size
Nutrisense employed 170 people as of early 2023, built over just over three years since the company's September 2019 founding. The engineering and data science team totals 25 people. The marketing team has 18 members and operates across 13 active channels. Zavorotny handled all marketing personally for the company's first two years before building out the dedicated team.
Nutrisense employs approximately 131 people as of 2026, down from 170 in 2023. It serves 15K customers that rely on its solutions.
| Year | Milestone | Source |
|---|---|---|
| 2024 | Reached 131 employees (March 2024) | |
| 2023 | Reached 170 employees (January 2023) | |
| 2022 | Reached 85 employees (November 2022) | |
| 2021 | Reached 43 employees (November 2021) |
Frequently Asked Questions about Nutrisense
What is Nutrisense's revenue?
Nutrisense generates an estimated $60.2M in annual revenue.
Who is the CEO of Nutrisense?
The CEO of Nutrisense is Alex Skryl.
How much funding does Nutrisense have?
Nutrisense raised $31.5M across 4 rounds.
How many employees does Nutrisense have?
Nutrisense has 131 employees.
Where is Nutrisense headquarters?
Nutrisense is headquartered in Chicago, Illinois, United States.
Full Interview Transcripts
How He Grew Nutrisense From $12m to $45m ARR Last 12 Months for Health SaaSMar 22, 2023
[00:00] Guys, nutrisense.com, they're doing 3,300,000 a month today in revenue up from call it just under 1,000,000 a year ago. So really healthy growth past twelve months. They got going back in 2019 marketing, pre marketing inside of Facebook groups like the Ketogenic group and Oura Ring group. Once they presold and had traction, they did a $2.50 ks seed round. They raised about $32,000,000 to date to scale this company. Now a team of 170 people. Again, you wanna [00:20] measure your glucose levels. You put a little white thing on the back of your arm, you get the app, you pay about $2,200 per year if you want a twelve month plan. They've got a nice CAC arbitrage as they spend about $200 to get a new customer now looking to scale. Hey folks, my guest today is Dan Zavorotny. He's the co founder and COO of nutrisense, a metabolic health company that helps anyone discover and reach their [00:39] health potential. Under his leadership, the company has become one of the fastest growing startups in America. He's led the company through rapid growth, building a team of a 170 employees in just over three years and raising $32,000,000. Dan, you wanna take us to the top? [00:52] >> Let's do it. [00:53] So just to be clear, is this sort of a d to c company, or is this pure play software, b to b? [00:57] >> Sure. We're purely d to c right now. It doesn't mean we're not gonna go b to b. Our belief system is that as specifically around the health care industry, it's very hard and long takes to go to b to b. So the trend's been go direct to consumer, show folks what is possible, and then push the industry in the b to b direction so they can start asking for it and making progress. [01:21] Mhmm. So so how I mean, how do you do with churn? Right? I mean, is it a subscription fee, and how do you keep folks engaged long term? [01:27] >> Yeah. So people sign up for subscription. We have different options anywhere from one, three, six, or twelve months, and people commit to a certain time frame. And the churn, you know, for direct consumers is always an issue. But But the way we look at churn is as long as there is at least three to one contribution margin lifetime value to our CAC, we're always happy with that. So as long as we keep maintaining that, we're always [01:50] >> pleased. You know, in theory, if you're ever as long as you're above one to one ratio, you're always successful. Right? Because then you just have to cover your fixed cost. But three to one is really what we aim for all the time. [02:00] And so what do you spend on CAC typically? [02:04] >> So our CAC's range. You're referring to, like, absolute dollar amount? [02:08] Sure. [02:09] >> Sure. Our CAC's range based on channels, but it goes anywhere from free to all the way up to, like, $300. Right? It really depends on a channel we use. Mix from Instagram, Twitter, Quora, Pinterest. I mean, really, every single YouTube influencers, every single channel you can imagine. [02:26] But if you look at all of your paid spend last month divided by the new customers driven from those paid channels, what would the weighted average CAC be? Something like a 150, $200? [02:35] >> Yeah. Around 200. Somewhere around 200. [02:37] Interesting. And what what are they paying? So so what's the average customer paying per month, per six month, per year? [02:42] >> Sure. So it's a we so we do look at the CAC LTV ratio in two different ways. One is the gross booking. One is the actual realized LTV. And the reason I say is because some of us might sign up for, let's say, six month plan, and that might be a $1,200 plan. They're paying however, they may actually like the program so much, they may stay for an extra three, four months. So what we realized with [03:07] >> our customers is our products direct consumers, we can continuously iterate on it. So the retention actually improves. So we see this when we first started to give you context. We first started people would stay for like three weeks. Right? And now we've rated to the point people are staying seven, eight months on average. And a lot of times it's just we basically once we get someone in the funnel, we now have the ability to keep consistently [03:28] >> trying to convince them stay longer. And so every it's not the same time where it's like you have a, you know, two year contract, you're done. It's more of we try to understand actually getting to call their customer basically monthly to understand like, what is it you like? And if we're close to solving your problem, great. What's the next problem you wanna solve? Right? I think if you take a look at specifically around the healthcare system [03:47] >> and the health itself, that's one of few things that will never go away. Right? If you think about, you know, car, you bought a car, you have a car, now you're good. With health, unfortunately, people say we start dying at the moment we were born. And so how do we make sure we prolong your health as long as possible and solve in some ways. Right? [04:07] So, Dan, just to be clear, I know you have multiple different price points, but the the average if if we you know, if a six month plan divide by six, right, to get a month, and the monthly ARPU is about what? A $100, $200? [04:17] >> Around $2.25. [04:19] $2.25. Okay. And the cheapest that they can get that effective per monthly cost would be if they sign up for, a year long plan. Maybe it goes down to, like, 180 a month or something like that. [04:28] >> Yeah. Exact exactly. Yeah. Yeah. You're right on nail. [04:31] Oh, it's 100 and Okay. [04:33] >> Well, it's like I think it's like 189 or something like that. [04:36] Okay. So that would mean the annual plan is, what is that? Something closer to 2 to $2,200? [04:42] >> Yep. [04:43] Oh, what's going on there, YouTube? Good to see you guys. Now imagine this. You love watching these interviews with SaaS founders. But imagine if we took all of the valuation data out from over 2,807 interviews I've done manually, saves you a lot of time. Well, we've done this, we've built it into the beautiful interface inside of Founderpath. Check this out. I'll show you how you can access this in a second. But you log in, you connect [05:07] your Stripe account, you see your valuation real time, you can see what it changed over the past eighty eight days and even set goals for valuation this year. Now the secret evaluation is there's many different ways to value a SaaS business. So the reason you're gonna see three or four different valuations inside of your Founderpath dashboard, this is all free by the way, is because depending on who's doing the buying of your SaaS company, you're gonna [05:31] get a different valuation. A VC is gonna pay a different valuation, Private equity firm is different. If you're gonna do a minority sale, that's different. And if you sell the whole business, that's a different valuation. You can see all those when I hover over here. Right? So the teal is what a VC would pay. Yellow is what private equity And red is if you sold the whole thing outright. Now what's cool about this is this is [05:53] not built off random data. Again, you guys hear these interviews on YouTube. All these datas are built from real time valuation data points founder share with us on the show. So traction 1,200,000 seed round 3.7 raise. They sold 22% of their business. Go in here and filter by the event. Maybe you only wanna see companies that have sold the whole business. Well, here are a bunch that have been acquired the valuation and the multiple. Maybe you're [06:19] going out right now and you're raising your seed round. We'll go in here and look at all this recent seed deals that went down, what they raised, what valuation they raised at and what percent that they sold. There's never been a larger dataset of SaaS valuations than what you can get now inside of Founderpath. And we're thrilled to bring it to you. All right. We're gonna go back to the YouTube video here in a second. But [06:41] if you wanna check this tool out, if you wanna jump in and sign up, you can check it out for free to get your valuation at this link, this link, founderpath.com/products/valuations. Or if you go to founderpath.com and hover over products, click on get your valuation here, and go ahead and sign up to give it a whirl. Again, all that valuation data live right inside the platform. I hope to see you there. Alright. Let's jump back into [07:07] the interview. Walk me through okay. So so we've jumped right in economics really quick here. Let me just take a step back for a second. Right? So you have, you know, it's all about health, but I think there was a physical monitor, people are bringing them back of their arms, appetized too, and you're mainly focused on glucose. Give us more detail on the product. [07:22] >> Sure. So basically there's three pieces you get. You sign up and we write a digital medical prescription in your state for you through our health partner or device called Continuous Lupus Monitor. Then we add analytics on top of that. [07:35] Why is that important? Why is that important that you file official? [07:39] >> Which part? The medical question. [07:40] Why is that important that you've, that first thing you just said sounded very official? Why is that required or why is that needed? [07:46] >> Yeah, so when these devices came out, were specifically focused on type one diabetics and it was meant for insulin injection. As the Medicare and Medicaid system expanded, they realized this is effective for type two diabetics who are insulin injections. But that was the focus of the device when it first came out. As the device became more and more effective and the life of the device was lasting longer, they started expanding the codes for what they could [08:12] >> use it for. And so these devices basically track your glucose in real time 20 fourseven nonstop. And when they first came out, they were tracking for like four hours at a time, then became eight hours at a time, then a day, now they're tracking in fourteen hours at a time. And so that's the piece that makes this device and part of our package so expensive is because the hardware is still pretty innovative. And so until the [08:35] >> life of the devices gets longer, you have to keep replacing it all the time. And so really we're still at the cutting edge of technology, what's physically available for the buy wearables. You might've heard, for example, Apple talking about how they may release some sensors that are looking at your glucose through light spectrum. These devices currently penetrate the skin just a couple millimeters and they sit below the blood skin level and they actually track your actual [09:01] >> blood. And that's what they send to your phone. So the hardware is expensive. [09:06] How expensive? What does it cost you to make one of these little white devices? [09:10] >> So we actually don't manufacture them. We take it from a third party. There's a couple of companies out there. There's Medtronic. There's Eversense. There's Abbott. There's Dexcom. So we partner with these companies. They manufacture it. What we do really is we focus on the software analytics on top of it. [09:26] What do you pay for, though? You have to source them somehow. Right? Yep. [09:30] >> Yeah. Yeah. Yeah. That part, we, you know, we have negotiate contracts. That part, we have to, unfortunately, keep ourselves. But [09:35] Well, what's the range? Mean, are we talking like a like a like a dollar a thing or like a $100? [09:39] >> Oh, no. No. No. It's expensive. Expensive. Right? So, it ranges anywhere from, like, 100 to $140 per month. So these things are eating up a good amount of margin for us. [09:52] Sorry. Break that down though on actual per, like, unit basis. Right? Because I don't know what per month means. Right? Don't know how many devices you go through in one month. So one shot device is gonna cost what? [10:01] >> $2? Any no. No. No. No. So that's where the manufacturers make all the money. Right? For us, it ranges anywhere from 40 to 60 per device the last fourteen days. [10:14] So so the consumer is paying $40 for one device that lasts fourteen days or you're paying your supplier $40 for enough devices to last forty days? [10:23] >> We're paying our supplier that [10:26] >> to last fourteen days. [10:27] Of fourteen days. And how many white devices would an average human go through in fourteen days if they're using nutrisense? [10:34] >> Something's like so you need one device for fourteen days. Once you put it on, it stays on your arm for fourteen days. [10:40] Oh, okay. [10:40] >> And, basically, that will use a fourteen days if you sign up for a month, you get two devices per month. [10:47] I thought you said earlier that these last for fourteen hours. Did you mean to did I mishear you? Fourteen days? [10:52] >> Sorry. When they started, so the hardware has been improving over the last decade. So when it started, it used to be last four hours, then ten hours and fourteen, and it became longer, longer than a day, then two days, and now it's fourteen days. [11:04] Oh, I see. Okay. So just to put that all in a shell, if you guys go to nutrisense.ai, you're for a plan. You're paying Nutrisense $225 a month or a six month or a twelve month plan. You're getting one wipe device that you stick on the back of your arm. It costs Nutrisense $40 to source that from the supplier. They make that up with the monthly fees they charge you, but that stays on there for fourteen [11:24] full days. In showers, out of showers, in the pool, out of the pool, whatever. And so you go through two per month. And you you see Yeah. 12 or something if it's a six month plan. [11:32] >> You gotta yeah. You gotta double that up because if you only if you'd sign up for a month plan, let's say, you need to get two of these devices. [11:39] Yep. Yep. [11:41] >> Okay. With two devices and you get [11:43] I'm with you. Alright. So now we're past now we're past the hardware. Now let's get into the I cut you off when you started talking about the app. Let's talk about the app. [11:49] >> Yeah. So remember there's a little part. We need to also pay a medical third party provider to write the medical prescription for these devices. So it's the other part. So there's online consult. [12:02] >> And then so we have to pay for that no matter what the doctor decides, whether they want a prescription or not. And so we pay for that. We send an information to the doctor. They've decided if they want a prescription, then that gets routed to a pharmacy partner. Then that fulfills the product, the hardware itself. [12:18] My gosh, this is complicated. [12:19] >> So all up on the stage, actually take all the risk with very little benefit. Right? So it's all about trying to get the consumer to get the opportunity to track their glucose in real time. [12:31] So what is, I mean, if somebody pays you, like I'm used to interviewing you as pure SaaS founders, margins are always like 5% gross margin, right? I'm getting this sense very quickly. If someone pays you $2,200 for a yearly plan, your margin is not 85%. [12:44] >> No, it's not. No. This is why this makes it fun. Right? Because I think it's hard. You know, there's the medical side of it. There's the hardware, there's the software. There's also human portion here too. And I think that's what we this is why we went into this because it's a problem that nobody wanted to attack because it's a hard problem to solve. [13:01] Mhmm. But your margin I mean, this could be down as, I mean, your margin would be, like, 10%, something like that. Right? [13:07] >> On a gross margin perspective? [13:09] Yeah. [13:09] >> Yeah. No. We get I mean, we're we get better now because we start scaling the there's to give you some context, we we also have dietitians as well. So there's a human perspective as well on this that keeps coaching you through your data. Mhmm. But we get down to, like, 50%. And that's now as we're scaling, when we started, it was really, really poor. But the nice thing is with unit economics getting better as you scale [13:32] >> the business, you get some improvements there. [13:35] Yeah. Let's let's get more history here. When did you launch the business? What year? [13:39] >> So we launched September 2019. [13:41] 2019. And how many white devices have you shipped total to date? [13:47] >> So we've had somewhere around 50,000 people use the platform [13:52] >> In regard to the number of devices shipped themselves Right? [13:55] They paid something Yeah. [13:57] >> 50,000 people are paid to us for at least one month or longer. [14:01] Yep. [14:03] >> They range for people again. Five zero. [14:05] Five zero, not one five. [14:07] >> Right? 50,000? No. 50, 50000. Yes. [14:11] Okay. Well, then that means you've shipped at least a 100,000 devices. [14:15] >> At least significantly more than that. [14:18] Yeah. Interesting. Okay. And then you talked obviously about churn seven to eight months average. How many are still actively sort of paying today and engaged with the platform? [14:28] >> Yeah. We're anywhere we're somewhere like around 15 to 16,000 people a month. [14:33] Oh, wow. Okay. I mean, that's pretty good. So so do you see any behavioral patterns where somebody maybe a year ago would use you for six months, they stop for six months and they start again? And if so, do you count that as churn then a reactivation or how do you, from a unit economics perspective, match that? [14:49] >> So we actually subgroup people into different categories of, are they here just to, like, do a one time use? Are they on a continuous use? Or are they more of, a health check-in? Right? And based on that, we look at the LTV separately. So for example, a lot of people, they don't need us all the time. And they look at us almost like an annual physical. They're gonna come back year after year for one month, but [15:11] >> they're gonna come back three years straight. It's the same thing like, you know, you go to doctor, you don't need to see doctor every single day, but you do wanna go see annually and sometimes semi annually. So we actually split up those people into different buckets. And based on that, we determine how we wanna track their LTV. [15:26] Interesting. Very interesting. Okay. So you get going in 2019. You get your first customers in the door. I guess walk me through funding capital structure. You mentioned you have raised capital. When was the first round? [15:37] >> Sure. So we got revenue before we ever got before we built the product actually, and before we raised a single dollar for money. We just started trying to conceive if anyone wanted this. Because we let's get slow and see if there's anyone who wants the product because people thought we were crazy. Probably didn't even wanna stab themselves in the arm and then track and let someone else read their data and give them feedback all the time. [15:59] >> Right? And so we started to try and see if wanted it, and we just put up a landing page and said, hey here. And just went to Facebook groups and just started telling people in Facebook groups. [16:10] What was the first Facebook group that you used? It got, you know, your early customers. [16:14] >> Yeah. There's two that stuck out. It was, the ketogenic groups, people who follow ketogenic diet, and then also people that have O rings. So those two groups seem to be really into this right away. And we said we wanna build this. If you believe in this, sign up and we'll let you know what's built. [16:34] What was that? People actually came in for payments. On the landing page. [16:37] >> It was $500. [16:39] And what did you tell them? Like, Give us six months and we'll deliver it to you. Otherwise, we'll refund you? [16:44] >> We said, pay us and then we'll let you know when we're ready. We didn't even tell them when, you know, when we're gonna launch us or not. Right? [16:54] How long did it take? [16:56] >> It was it took my co founder like three weeks launch. [17:00] So so to so people pay you 500, but, like, let's say you're launching today, I pay you 500. I'd have to you actually got things out to me that who prepaid in three weeks. [17:08] >> So we need to build a software. Right? Because we had to build our own software analytics. And my co founder who was an engineer in my background, he said, Hey, let's see people actually like show me that there's demand for this. So as I went and got people to prepay, he's like, Woah, this is real demand. People want to prepay for some doesn't exist yet. Then he just, and then he drink a lot of coffee for [17:28] >> and just sat there and pumped out the first version of the software and released in three weeks. The problem is that when we released, it was coincided with iOS 13 release. I think it was the newest iOS back then. It was 13 or 14, I'm trying to recall. But we didn't anticipate the night mode, which basically makes your phone go or have one black screen from, like, 10PM till six in the morning. So people are paying, [17:51] >> you know, $500 and they can use the app for half the third of the day. So that was a really fun thing to you know, fun challenge to solve. So that's know, lunch went well. A lot of, me acting as customer score after that, and we said, okay. People want this. Now let's actually, you know, try to plan out the next couple months and see how we're gonna keep going and try to go raise money and [18:12] >> things like that. [18:13] Well, us we're running out of time here. Take us to the funding though quickly. So when was the first round? How much was it for? [18:18] >> Sure. The first round is was actually Techstars and one angel, and we got total of $250,000. That was 2019? This was 2020, about three weeks before the pandemic COVID. [18:32] And then, you know, Techstars, I think, was doing a 125 for 7% back then or something like that. So what you sold like 10% of the company back then? [18:40] >> Exactly. Yep. And then we we were gonna, you know, go raise millions of dollars after that, but, unfortunately, it hit COVID hit and we're like, alright. Guess we have to survive on revenue instead. [18:48] Awesome. Then was this when was the second round? What year? [18:52] >> So the second round happened about a year later. We've raised another $1,200,000 after that. [18:58] And that was in '20 late twenty twenty one? [19:00] >> Yeah. Exactly. [19:01] Seed? Would you consider that your seed? [19:04] >> Yeah. I guess you can call it seed. Was all unsafe now. Yep. [19:07] Yeah. Fair. Okay. And then most folks in seed, you know, they're selling 15 to 20% of the company. Were you sort of in that same range? [19:14] >> Yeah. Exactly. That's you're very good at this. I feel like you're getting the numbers better than I am. [19:19] Well, I just go with averages. I interview so many founders. So okay. Cool. And then close-up the funding story here before we wrap up. I guess there was another round that happened. [19:26] >> Yes. Then we did another round for about 5,000,000, a year later, and then we did another 25,000,000 a year later. [19:37] 25,000,000 would have been what, like, earlier this year? [19:40] >> 25,000,000 was actually in August 2022. [19:44] Okay. And the so the 5,000,000 so you did a 5,000,000 and a $25,000,000 round in 2022? [19:51] >> Yep. [19:52] Yeah. Okay. [19:52] >> And The dates are different. [19:53] Yep. Yeah. I know. That's great. Okay. Cool. So that's your funding. You know, you raised 31, 32, 33,000,000. I think [19:59] >> the dates on the five might have been earlier. I think it might have been 2021 again and then 2022 before the '25. [20:04] Oh, I see. [20:05] I see. Okay. Cool. Series a standard there, ten ten, 15% of the company like that. Yeah. Okay. Cool. And then I guess, you know, do you do you talk about Facebook groups as your first users? You're now at 15,000 customers. You told us earlier ARPUs, average revenue per user per month is something like $220. I mean, that would put you at something like 3,300,000 a month in revenue right around there. Is that about right? [20:25] >> Yeah. You're in a ballpark. [20:26] Okay. We're getting that. If that's where you are today, where were you a year ago so we calculate growth rate? [20:31] >> A year ago, we were about three and a half less stats. So somewhere around little under 1,000,000 [20:39] >> a month. [20:40] Wow. And MRR? [20:42] >> Yeah. MRR. Yeah. [20:43] Wow. Okay. So holy crap. So you've seen it. Most of your growth has come over the past twelve months, and what happened? That that's incredible growth. You, like, three x. [20:49] >> Well, I mean, the year before that, we did about seven x. [20:53] Oh, okay. Smaller numbers though, but still going from a million to 3,500,000 a month is incredible growth in a couple of months. How'd you do it? Was there a new channel you turned on, Facebook ads, what was it? [21:03] >> It was everything. I mean, it went from the first two years, I did all the marketing by myself, and the next year and a half was building to my marketing team. You know, now we have a 18 person marketing team, and it's everything from SEO, Facebook ads, Google ads, Twitter, Quora, Pinterest, every single thing you can imagine, influencers. But it really went from just omnichannel to multichannel with, like, 13 different channels all pumped in the same [21:25] >> time. [21:26] Wow. How many are the team full time today? Everybody. [21:29] >> I'm sorry? [21:30] How many are on the team today full time? Everybody. [21:33] >> On the marketing team specifically? [21:35] The whole team. Everyone. [21:36] >> Oh, the whole team, a 170 people. [21:38] One seventy. Interesting. How many are engineers? [21:41] >> Engineers currently are about 25. That's including data science team as well. [21:46] Interesting. Yeah. Very interesting. Okay. Cool. So so, hardware, software, recurring revenue, you sometimes recover CAC instantly if they pay for six months upfront. You only spent two hundred bucks on the core ad. Right? [21:59] >> So we used to do this upfront, but we realized that's you know, we wanna make try to slowly work toward making us affordable to more people. So we got rid of the prepayments. At first, we have prepaying because it actually helped funnel the company. [22:10] 100%. [22:11] >> That's how we had we didn't to raise much money because we're able to just get cash and run that business that way. But we could remove that. Now it's monthly payments. [22:19] Okay. That's fair. Interesting. So so you you lose your arbitrage on payback period there a little bit, but you still have a healthy LTV to CAC ratio. Right? You get paid back in, like, two, three months. [22:29] >> Exactly. Yep. [22:30] Yeah. Interesting. Okay. What's so so I guess as we wrap up, if people wanna learn more about this, where can they where can they find you online? Sure. [22:37] >> You can find me at LinkedIn. Always happy to help and other entrepreneurs. Dan Zavorotny. You could sign up for a newsletter on nutrisense.com. We actually finally got nutrisense.com. We couldn't afford nutrisense.com before. Now we have made a little bit of money. Now we can we finally went in [22:50] a Juan, what what'd you pay? [22:51] What'd you [22:51] pay for the.com? [22:53] >> Well, let's say for the iio, we paid $7. [22:56] Okay. So the.com in mid tens of thousands. [23:00] >> How about that? [23:02] Okay. That's that's actually not too bad for the the.com. That's pretty good. Alright. And and then final five here, rapid fire. Number one favorite book? [23:10] >> Lead startup, big fan. [23:12] Number two, is there a CEO you're following or studying? [23:15] >> Yeah. It's actually it's interesting. My co founder, my CEO, because as you my job as chief operating officer, I have to basically be the opposite of him. Whatever So he gets good at, I have to go do something else. Right? So I'm constantly just looking at what he's improving at, what he's getting you know, what he's not focused on so I can compliment him in that direction. [23:32] Awesome. Number three, what's your favorite online tool for building nutrisense? [23:36] >> Air table. [23:37] >> Yeah. We used air table for everything for the first three years. [23:41] >> Yep. [23:42] Number four, how many hours of sleep do you get every night? [23:44] >> Much more now than before. Before I was like five, six, now I'm getting nine. [23:49] That's amazing. [23:49] >> I feel like self sleep critical, sleep is just incredibly critical, more important than even general nutrition. [23:55] 100%. And what's your situation, married, single, kids? [23:58] >> Single at this point in time. Okay. [24:01] Any kids or no? [24:02] >> No kids. No kids yet. [24:04] Okay. And, Dan, how old are you? [24:06] >> I'm 34. 34. [24:08] Last question. Something you wish you knew when you were 20. [24:11] >> I I think it's having a mindset that failure is part of the process. I mean, it's great not to fail, but worse comes worse, you learn a bunch. And there's no risk really. Right? What's worse happens? You get a job. And I think that was a fear that I've always had, and I never took that chance, but it finally took the chance as an adult. [24:28] Guys, nutrisense.com, they're doing 3,300,000 a month today in revenue up from call it just under 1,000,000 a year ago. So really healthy growth past twelve months. They got going back in 2019, marketing, pre marketing inside of Facebook groups, like the ketogenic group and Oura Ring group. Once they pre sold and had traction, did a $2.50 ks seed round. They raised about $32,000,000 to date to scale this company. Now a team of 170 people. Again, you wanna [24:48] measure your glucose levels. You put a little white thing on the back of your arm, you get the app, you pay about $2,200 per year if you want a twelve month plan. They've got a nice CAC arbitrage as they spend about $200 to get a new customer now looking to scale. Dan, thanks for taking us to the top. [25:01] >> Thanks for having me. Appreciate it. [25:03] One more thing before you go. We have a brand new show every Thursday at 1PM central. It's called Shark Tank for SaaS. We call it deal or bust. One founder comes on, three hungry buyers. They try and do a deal live and the founder shares back end dashboards, their expenses, their revenue, ARPU CAC, LTV, you name it, they share it and the buyers try and make a deal live. It is fun to watch every Thursday one [25:28] p. M. Central. Additionally, remember these recorded founder interviews go live. We release them here on YouTube every day at two p. M. Central. To make sure you don't miss any of that, make sure you click the subscribe button below here on YouTube, the big red button, and then click the little bell notification to make sure you get notifications when we do go live. I wouldn't want you to miss breaking news in the SaaS world, whether it's [25:49] an acquisition, a big fundraise, a big sale, a big profitability statement or something else. I don't want you to miss it. Additionally, if you wanna take this conversation deeper and further, we have by far the largest private Slack community for B2B SaaS founders. You wanna get in there. We've probably talked about your tool if you're running a company or your firm if you're investing. You can go in there and quickly search and see what people are [26:11] saying. Sign up for that at nathanlatka.com/slack. In the meantime, I'm hanging out with you here on YouTube. I'll be in the comments for the next thirty minutes. Feel free to let me know what you thought about this episode. And if you enjoyed it, click the thumbs up. We get a lot of haters that are mad at how aggressive I am on these shows, I do it so that we can all learn. We have to counter those [26:31] people. We got to push them away. Click the thumbs up below to counter them and know that I appreciate your guys'support. Alright, I'll be in the comments. See you.
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