{"id":33207,"date":"2019-04-15T13:30:17","date_gmt":"2019-04-15T17:30:17","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=33207"},"modified":"2020-03-30T17:31:46","modified_gmt":"2020-03-30T21:31:46","slug":"this-cup-takes-the-guilt-out-of-coffee-to-go","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/this-cup-takes-the-guilt-out-of-coffee-to-go","title":{"rendered":"This cup takes the guilt out of coffee-to-go"},"content":{"rendered":"\n

Startup founders have infamously unpredictable daily schedules as they work to establish and grow their businesses. What does such an entrepreneur\u2019s weekly, daily, or even hourly routine look like when sometimes there aren\u2019t enough hours in a day?<\/em><\/i><\/span> In the<\/em> <\/em>Startup Diaries<\/em><\/a><\/i><\/b>, founders walk us through a week in their lives and show what it really takes to get a fledgling business off the ground.<\/em><\/span><\/i><\/p>\n\n\n\n

\u201cIt was completely irrational and crazy, but I wanted to do something that I could be passionate about.\u201d This is how entrepreneur Jurrien Swarts explains his decision to leave a lucrative job in finance to work full time on Stojo<\/a>, a line of sustainable collapsible travel cups, in 2015. <\/span><\/p>\n\n\n\n

He and some co-workers came up with the idea a few years earlier, but it wasn\u2019t until 2014, when they had a prototype in hand, that they launched a Kickstarter campaign. \u201cThe prototype took us two years of working nights and weekends\u2014we weren\u2019t super serious at that point,\u201d says Swarts, a member at <\/span>WeWork Labs<\/span><\/a> at <\/span>WeWork 81 Prospect St<\/span><\/a> in Brooklyn, New York. <\/span><\/p>\n\n\n\n

When they raised $128,000 ($118,000 more than their goal!), Swarts got more serious. \u201cIt was another signal that there was pent-up demand for what we were trying to make,\u201d he says. By the following summer, he pulled the ripcord and threw himself into Stojo full-time.<\/span><\/p>\n\n\n\n

\u201cIt was a pretty wild ride,\u201d he says of the first three years. \u201cHard, long hours. Stressful. I was one guy doing everything.\u201d (His co-founders have equity in the business and weigh in on big decisions but don\u2019t work on it full time.) \u201cI had to build it from the ground up\u201d\u2014scouting manufacturers, securing a warehouse, building a website, setting up sales channels, raising more funds. \u201cIt took until spring 2018 before I finally knew it wasn\u2019t going to fail.\u201d<\/span><\/p>\n\n\n\n

\"\"
\u201cIt was completely irrational and crazy, but I wanted to do something that I could be passionate about,\u201d says Stojo co-founder Jurrien Swartsc<\/figcaption><\/figure><\/div>\n\n\n\n

Stojo sold 70,000 cups in 2017 and nearly 1 million last year. (Products are available at <\/span>Stojo.co<\/span><\/a> and <\/span>Amazon<\/span><\/a> and via retailers like <\/span>Anthropologie<\/span><\/a>, <\/span>Urban Outfitters<\/span><\/a>, <\/span>Macy\u2019s<\/span><\/a>, and <\/span>Bloomingdale\u2019s<\/span><\/a>.<\/span>) This year, he says he\u2019s on track to sell more than 5 million, possibly double that. Swarts\u2014who\u2019s focused on expanding his line to include an 8-oz. cup, a 24-oz. cup, a collapsible salad bowl, and a water bottle\u2014shares the details of a recent workweek.<\/span><\/p>\n\n\n\n

Monday<\/b><\/p>\n\n\n\n

5:30 a.m. <\/b>Wake up. Was supposed to go to hot pilates, but I have a headache, so I take two ibuprofen and go back to sleep.<\/span><\/p>\n\n\n\n

8 a.m. <\/b>Wake up for real. Drink my alkalizing green juice, Yogi joint-relief tea, and black coffee. When I’m in the office or at home I use ceramic mugs. I only use Stojos when I’m traveling or going to the park on weekends. <\/span><\/p>\n\n\n\n

8:15 a.m. <\/b>Turn on <\/span>WQXR classical radio 105.9<\/span><\/a>. Check emails, review calendar, and prep for Monday morning team meeting.<\/span><\/p>\n\n\n\n

8:45 a.m. <\/b>Hop on my bike to make the 10-minute commute to my WeWork in Dumbo. <\/span><\/p>\n\n\n\n

9 a.m. <\/b>Grab second coffee. Start meeting. Teammates share whatever they want about their weekend. I read an inspirational quote by Blake Mycoskie, founder of TOMS: “Life is more fun when you stop caring what other people think.” We go through high-level priorities for the week.<\/span><\/p>\n\n\n\n

10 a.m.<\/b> Executive-coaching session with <\/span>Amy Jin<\/span><\/a>. We delve into relationship-building, personal and professional development goals, and actualization exercises, then set our curriculum for the next month.<\/span><\/p>\n\n\n\n

1 p.m. <\/b>Grab third coffee of the day. Interview potential operations hire. Went great. The candidate has an incredible pedigree, used to work at Warby Parker, and is aligned with the Stojo mission. Given our small but growing team (I\u2019ll have nine full-timers by the time this runs), everyone needs to approve a hire. <\/span><\/p>\n\n\n\n

3 p.m. <\/b>Head to <\/span>Mulberry & Vine<\/span><\/a> for lunch. I eat the same vegetarian meal most days (raw spinach bowl with brown rice and baked sesame tofu). <\/span><\/p>\n\n\n\n

3:15 p.m. <\/b>Weekly marketing meeting with my CGO (chief growth officer), Megan Markey, who is responsible for all sales verticals and oversees marketing while we build out our marketing team. <\/span><\/p>\n\n\n\n

4:30 p.m.<\/b> Grab fourth coffee. Start cleaning the office in preparation for new graphic designer starting Wednesday. This is the first time we’ve attempted to clean since spring 2018. What a mess!<\/span><\/p>\n\n\n\n

5:15 p.m.<\/strong> Catch up on emails, schedule investors meetings, reply to questions from our global VP of sales.<\/span><\/p>\n\n\n\n

5:30 p.m.<\/b> Finish cleaning the office. It feels great to have it behind us.<\/span><\/p>\n\n\n\n

6:30 p.m.<\/b> Meet with WeWork Labs manager to discuss investors and networking opportunities.<\/span><\/p>\n\n\n\n

7:15 p.m.<\/b> Hop on bike to ride home to Fort Greene. <\/span><\/p>\n\n\n\n

7:30 p.m. <\/b>Decompress and eat dinner. <\/span><\/p>\n\n\n\n

8 p.m.<\/b> Binge-watch season eight of <\/span>Suits<\/span><\/i> and eat half a bag of Garden of Eatin\u2019 blue corn chips and some of my kids\u2019 chocolate coins. Don\u2019t judge.<\/span><\/p>\n\n\n\n

11:30 p.m.<\/b> Sleep. <\/span><\/p>\n\n\n\n

Tuesday<\/b><\/p>\n\n\n\n

6 a.m.<\/b> Alarm goes off. Time to get ready for pilates class. <\/span>Ugh<\/span><\/i>. Snooze.<\/span><\/p>\n\n\n\n

6:10 a.m. <\/b>Second alarm goes off. <\/span>Ugh<\/span><\/i>. Snooze. <\/span><\/p>\n\n\n\n

6:20 a.m.<\/b> Third alarm goes off. Double <\/span>ugh<\/span><\/i>. But I can\u2019t bail on class two days in a row. Get up.<\/span><\/p>\n\n\n\n

6:45 a.m.<\/b> Hop on bike for 2 mile ride to pilates studio in Williamsburg.<\/span><\/p>\n\n\n\n

7 a.m.<\/b> Inferno Hot Pilates at <\/span>YO BK<\/span><\/a>\u2014all HIIT [high-intensity interval training] exercises, kicks my ass.<\/span><\/p>\n\n\n\n

8:20 a.m<\/b>. Respond to work texts and messages from one of our two factories in China. <\/span><\/p>\n\n\n\n

8:30 a.m.<\/b> Get ready for work, listen to WQXR classical radio 105.9, and review calendar, to-do lists, and emails.<\/span><\/p>\n\n\n\n

9:10 a.m.<\/b> Take B69 bus to work. Continue to text and email.<\/span><\/p>\n\n\n\n

9:30 a.m. <\/b>Grab coffee and say good morning to the team.<\/span><\/p>\n\n\n\n

9:45 a.m.<\/b> Chat with a WeWork Labs founder about testing their meditation product\u2014a favor to a fellow entrepreneur\u2014then start working on investor reports.<\/span><\/p>\n\n\n\n

11:15 a.m. <\/b>Inspect trade-show booth we used in 2018 to make sure it\u2019s structurally sound for the <\/span>April Speciality Coffee Expo<\/span><\/a> in Boston.<\/span><\/p>\n\n\n\n

11:35 a.m.<\/b> Depart office to attend to a personal matter. I have a 2-year-old and 4-year-old, and I\u2019m going through a difficult situation at home. Life happens, even when you\u2019re building a company, and I try to be a great dad.<\/span><\/p>\n\n\n\n

2 p.m.<\/b> Call with <\/span>Lonely Whale<\/span><\/a>, an organization dedicated to protecting our oceans, to discuss a possible partnership. We\u2019re working on partnerships with <\/span>Unicef<\/span><\/a>, <\/span>1% for the Planet<\/span><\/a>, and others. It\u2019s part of our commitment to educate people on the impact of trash and end disposable culture while also reaching new audiences and getting our brand out there. <\/span><\/p>\n\n\n\n

3-3:30 p.m.<\/b> Email. <\/span><\/p>\n\n\n\n

3:30-5 p.m. <\/b>Meet with brand-strategy consultant. We want to take our brand to the next level, to have people think of us as a sustainability\/lifestyle company that is more on par with an <\/span>All Birds<\/span><\/a> or an <\/span>Away<\/span><\/a> or a <\/span>Warby Parker<\/span><\/a>. We need our social media, our press releases, our website, and our listings on other company websites to be cohesive and unified.<\/span><\/p>\n\n\n\n

5:15-8 p.m.<\/b> Pick up kids. Cook, homework, shower, bedtime. I leave the office at 5:15 on the nights I have my kids, no matter what I\u2019m doing. I shut off the phone and stay present. My life wouldn\u2019t have as much meaning if it wasn\u2019t for them.<\/span><\/p>\n\n\n\n

\"\"
Swarts, a WeWork Labs member in Brooklyn, left his job in finance in 2015 to work full time on Stojo, a line of sustainable collapsible travel cups.<\/figcaption><\/figure><\/div>\n\n\n\n

Wednesday<\/b><\/p>\n\n\n\n

5 a.m.<\/b> Alarm goes off. Hit snooze.<\/span><\/p>\n\n\n\n

5:09 a.m.<\/b> Get up and make my usual\u2014juice, tea, and coffee\u2014then review calendar and reply to email.<\/span><\/p>\n\n\n\n

5:40 a.m.<\/b> Leave for yoga. <\/span><\/p>\n\n\n\n

7:30<\/b> a.m.<\/b> Shower and leave for work. <\/span><\/p>\n\n\n\n

8:10 a.m.<\/b> Arrive to work; coffee No. 2. <\/span><\/p>\n\n\n\n

9 a.m.<\/b> Call with my top distributor. I can\u2019t give too much detail, but I had to make a tough strategic decision, which I had to communicate with her while keeping her motivated. I do not like confrontation, but I am getting really good at it and advocating for the brand.<\/span><\/p>\n\n\n\n

10 a.m.<\/b> Work on investor reports. I\u2019ve had \u201cinvestor reports\u201d on my to-do list for about a month. This is a classic example of me overthinking stuff and not getting it done in the two hours that I should because I\u2019m a perfectionist. <\/span><\/p>\n\n\n\n

11 a.m.<\/b> Tour new office space. With our staff growing, we\u2019re scoping out a 10-person office in the WeWork at Navy Yard<\/a> [in Brooklyn, NY].<\/span><\/p>\n\n\n\n

12 p.m.<\/b> Call with a corporate client about piloting a closed-loop system, which is a next iteration of Stojo that we\u2019re exploring. <\/span>How can we create reusable systems within corporations to give their dining services sustainable options<\/span><\/i>? So we would deliver clean takeout containers, their staffs would use them and dispose of them, then we would recollect them, take them off site, clean them, and redeliver them. If we could show that system works, we\u2019d want to scale it up.<\/span><\/p>\n\n\n\n

1 p.m. <\/b>Welcome lunch for our new graphic designer. <\/span><\/p>\n\n\n\n

3 p.m. <\/b>Call with potential ops hire.<\/span><\/p>\n\n\n\n

4 p.m. <\/b>Call with co-founder.<\/span><\/p>\n\n\n\n

5:15-8 p.m. <\/b>Pick up kids, shop for groceries, cook, shower, bedtime. <\/span><\/p>\n\n\n\n

8:30 p.m. <\/b>Clean kitchen. <\/span><\/p>\n\n\n\n

9 p.m. <\/b>Read <\/span>Directorate S<\/span><\/i>.<\/span><\/a> I enjoy books about politics, history, philosophy, and religion. <\/span><\/p>\n\n\n\n

10 p.m.<\/b> Catch up with my cousin to make plans for the weekend. Since hiring my COO, Jake Kelsey\u2014my first real employee\u2014in April last year, I\u2019ve been able to take my foot off the gas a little. I\u2019m more relaxed, and I\u2019m enjoying life more.<\/span><\/p>\n\n\n\n

Thursday <\/b><\/p>\n\n\n\n

5:40 a.m.<\/b> Wake up, check calendar, and review to-do list.<\/span><\/p>\n\n\n\n

6 a.m. <\/b>Drink my<\/span> green juice, tea, and coffee. <\/span><\/p>\n\n\n\n

6:30 a.m. <\/b>Bike to pilates.<\/span><\/p>\n\n\n\n

7:45 a.m.<\/b> Walk kids to school. <\/span><\/p>\n\n\n\n

10 a.m. <\/b>Product development call with one of our factories. <\/span><\/p>\n\n\n\n

11 a.m. <\/b>Email. <\/span><\/p>\n\n\n\n

12 p.m.<\/b> Nap at home followed by lunch. <\/span><\/p>\n\n\n\n

2 p.m.<\/b> Call with a branding agency. <\/span><\/p>\n\n\n\n

3 p.m.<\/b> Meeting with another branding agency. We\u2019ve talked to like seven or eight different agencies at this point, and we\u2019re trying to figure out: <\/span>What bells and whistles do we need? How much hand-holding is it going to take? How likely is it that we\u2019re going to get an amazing product?<\/span><\/i><\/p>\n\n\n\n

4 p.m. <\/b>Call with one of Stojo\u2019s investors to discuss product-development and plans for next year. <\/span><\/p>\n\n\n\n

5 p.m.<\/b> Internal meeting.<\/span><\/p>\n\n\n\n

6:30 p.m.<\/b> Bike home.<\/span><\/p>\n\n\n\n

7 p.m.<\/b> Clean kitchen.<\/span><\/p>\n\n\n\n

8 p.m.<\/b> Call with therapist.<\/span><\/p>\n\n\n\n

9:30 p.m.<\/b> Watch <\/span>Game of Thrones <\/span><\/i>series premiere. I\u2019ve never watched it before, but people are like, \u201cYou look like that guy Tormund.\u201d He\u2019s got this big red beard and angular nose, and I do have to admit, I look a little bit like him. So I started watching the show because of that. <\/span><\/p>\n\n\n\n

Friday <\/b><\/p>\n\n\n\n

5:30 a.m. <\/b>Wake up, turn off the alarm, and sleep in until 7.<\/span><\/p>\n\n\n\n

7-8:45 a.m.<\/b> Check emails, review calendar and to-do list, and leave for work. <\/span><\/p>\n\n\n\n

9-10:30 a.m.<\/b> Move stuff from office into storage to make room for new hires. The more I hire and train people, the more I can focus on being a CEO with a vision. It\u2019s so nice to be in that phase because the artistic part, the strategy\u2014that\u2019s really what I enjoy.<\/span><\/p>\n\n\n\n

12:30 p.m. <\/b>Review proposed tooling changes with one of our factories. <\/span><\/p>\n\n\n\n

1 p.m. <\/b>Speak with attorneys about the cost of fixing an admin issue versus leaving it alone.<\/span><\/p>\n\n\n\n

2 p.m. <\/b>Contact investors re: stock split. This is an easy process, but I need to tie up the legal paperwork for each of our 12 investors<\/span><\/p>\n\n\n\n

3-4:30 p.m.<\/b> Call with yet another branding agency. <\/span><\/p>\n\n\n\n

4:30 p.m<\/b>. Go over workflow process with new graphic designer.<\/span><\/p>\n\n\n\n

5 p.m.<\/b> Meet with WeWork Labs manager. We discuss raising capital, potential investors, and just life in general. For me, one of the best parts of running a business is the social interactions I get to have with people who I get to know over a long period of time. I focus on how they are doing and feeling, and what\u2019s going on for them in life. We\u2019re all on this planet trying to make our way\u2026 may as well make it meaningful with the people you spend most of your waking hours with. <\/span><\/p>\n\n\n\n

5:30 p.m.<\/b> Call with the marketing head of a major company to discuss our marketing hire needs. This is another fact-gathering mission because when you\u2019re a startup, every dollar you spend counts, and I don\u2019t want to make a bad strategic decision.<\/span><\/p>\n\n\n\n

7:30 p.m.<\/b> Meet a friend for dinner and drinks. When I leave work, I can turn off. I\u2019ve learned that to keep your sanity and your health, you need to set boundaries. This is a marathon, it\u2019s not a sprint, and I\u2019m not a 22-year-old college graduate or dropout\u2014I\u2019m a 40-something-year-old guy who worked his ass off for 15 years in finance. I\u2019m obviously not afraid of hard work, but I don\u2019t work like crazy. I don\u2019t have ulcers. I sleep at night.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Jurrien Swarts left a job in finance to launch Stojo, a line of sustainable, collapsible travel cups<\/p>\n","protected":false},"author":1712,"featured_media":33210,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[39221,39218,10212,512],"class_list":["post-33207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight","tag-entrepreneurs","tag-small-businesses","tag-startup-diaries","tag-impact"],"acf":[],"yoast_head":"\nThis cup takes the guilt out of coffee-to-go<\/title>\n<meta name=\"description\" content=\"Jurrien Swarts left a job in finance to launch Stojo, a line of sustainable, collapsible travel cups.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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