4 anni di live better

For the first four years of Live Better’s life, I dug into my memories and retraced the key moments of our story… I decided to share it here because, when I dreamed of building Live Better, reading the experiences of those who launched a startup before me was incredibly helpful.

So I hope our story can help anyone who’s dreaming of launching their own idea and maybe making the world a better place!

Happy reading!

2002

I register the name CIOPPUCCINO: a cappuccino made with cocoa instead of coffee.

2011

I decide the drink for Cioppuccino will be called Ciocchino (which later evolved into Chokkino)

2014

November: I meet Nicola Prezzamà, owner of Biepi, for the first time. Biepi will become our supplier for Kaya, the machine that makes Chokkino in cafés.

For the first four years of Live Better’s life, I dug into my memories and retraced the key moments of our story… I decided to share it here because, when I dreamed of building Live Better, reading the experiences of those who launched a startup before me was incredibly helpful.

So I hope our story can help anyone who’s dreaming of launching their own idea and maybe making the world a better place!

Happy reading!

2002

I register the name CIOPPUCCINO: a cappuccino made with cocoa instead of coffee.

2011

I decide the drink for Cioppuccino will be called Ciocchino (which later evolved into Chokkino)

2014

November: I meet Nicola Prezzamà, owner of Biepi, for the first time. Biepi will become our supplier for Kaya, the machine that makes Chokkino in cafés.

2015

I work on a blend that could run on a machine Nicola sold for ginseng and barley coffee.

To make it work, I’m forced to create a non-pure Chokkino because pure cocoa wasn’t dosed properly in that machine.

The first Chokkino blend contained:
– 70% cocoa
– 16% cornstarch
– 15% sugar

In other words, a kind of water-based mini hot chocolate…

11 decembre 2015

I install the first machine at Paulpetta, my dear friend Viviana’s wonderful meatball restaurant on Via Bergamo in Monza. I work a few evenings there to test customer reactions firsthand: people like the idea, so we keep going.

It’s always necessary to test your hypotheses. I might love an idea, but that doesn’t mean the market (customers) will. A good rule is: make something people need“

2015

I work on a blend that could run on a machine Nicola sold for ginseng and barley coffee.

To make it work, I’m forced to create a non-pure Chokkino because pure cocoa wasn’t dosed properly in that machine.

The first Chokkino blend contained:
– 70% cocoa
– 16% cornstarch
– 15% sugar

In other words, a kind of water-based mini hot chocolate…

11 decembre 2015

I install the first machine at Paulpetta, my dear friend Viviana’s wonderful meatball restaurant on Via Bergamo in Monza. I work a few evenings there to test customer reactions firsthand: people like the idea, so we keep going.

It’s always necessary to test your hypotheses. I might love an idea, but that doesn’t mean the market (customers) will. A good rule is: make something people need“

2016

I found a sole proprietorship, Prima di Elena Luzi, to start testing Chokkino on the market. We purchase 20 machines from Biepi. These machines work with the first 70% cocoa blend.

23 april 2016

I’ve always imagined that Chokkino would pair beautifully with coconut milk—and here’s the proof: the first ChokkoCoccoccino, made with the help of my dear friend Marco Colzani, who has helped me so much over the years to make this dream real. (If you’re curious about his wonderful products—juices, spreads, jams, and chocolate you’ll find the link to his shop here.)

2016

I found a sole proprietorship, Prima di Elena Luzi, to start testing Chokkino on the market. We purchase 20 machines from Biepi. These machines work with the first 70% cocoa blend.

23 april 2016

I’ve always imagined that Chokkino would pair beautifully with coconut milk—and here’s the proof: the first ChokkoCoccoccino, made with the help of my dear friend Marco Colzani, who has helped me so much over the years to make this dream real. (If you’re curious about his wonderful products—juices, spreads, jams, and chocolate you’ll find the link to his shop here.)

10 june 2016

Our first fair: a street-food event at Boschetti Reali in Monza.
My friends Paolo and Alessio help with Chokkino’s first messaging, and Alessio has a brilliant idea: “Do you like cocoa? Drink it espresso!”

10 june 2016

Our first fair: a street-food event at Boschetti Reali in Monza.
My friends Paolo and Alessio help with Chokkino’s first messaging, and Alessio has a brilliant idea: “Do you like cocoa? Drink it espresso!”

21 july 2016

The cocoa we were using wasn’t great—the only supplier I could find for such small quantities. But I wanted a cocoa worthy of a “revolution,” so I called the biggest cocoa suppliers to request samples. Their reps even came to my home; I imagine they wondered, “Who is this woman?!”mi chi à questa?!?“.

Despite the odd setting, I gathered 100+ cocoa samples, and after analyzing their polyphenol content (antioxidants), we selected our wonderful cocoa Live Better.

In the photo you can see the first batch of samples tested. The color differences are striking, right? It depends on alkalization: on the left, natural (non-alkalized) cocoa; on the right, very dark, heavily alkalized cocoa almost black used for cookies like Oreos.

21 july 2016

The cocoa we were using wasn’t great—the only supplier I could find for such small quantities. But I wanted a cocoa worthy of a “revolution,” so I called the biggest cocoa suppliers to request samples. Their reps even came to my home; I imagine they wondered, “Who is this woman?!”mi chi à questa?!?“.

Despite the odd setting, I gathered 100+ cocoa samples, and after analyzing their polyphenol content (antioxidants), we selected our wonderful cocoa Live Better.

In the photo you can see the first batch of samples tested. The color differences are striking, right? It depends on alkalization: on the left, natural (non-alkalized) cocoa; on the right, very dark, heavily alkalized cocoa almost black used for cookies like Oreos.

16 decembre 2016

Time for our first-ever blending. The machine was beautiful—turning on itself for hours to perfectly mix all the powdered ingredients!

16 decembre 2016

Time for our first-ever blending. The machine was beautiful—turning on itself for hours to perfectly mix all the powdered ingredients!

2017

A year of “reflection”:

– In cafés where we had machines, Chokkino worked, but slowly—which is normal for a new, innovative product.

– The Kaya machine had serious issues: the blend, with such a high cocoa %, didn’t flow well. In summer, dosing could fluctuate ±30% so Chokkino was inconsistent, from super intense to watery.

I needed a solution! I thought: to dose cocoa, why not try the lever-type volumetric coffee doser used in cafés? Nicola had one at the company; I tested it and the variance was acceptable.

Now I had a working doser, but I couldn’t use it with the current machine… Luckily, Nicola (a true genius) had developed a single-serve machine. We tweaked it and, after a myriad of fixes, managed to use it with the doser. Most importantly, this machine also worked with a 100% cocoa blend the first machine in the world able to do so! We had invented the first professional cocoa-espresso machine.

Now that I could finally make Chokkino exactly as I had always imagined it (100% cocoa), it was time to found Live Better.

I prepared a business plan and presented it to friends to raise funding.

2017

A year of “reflection”:

– In cafés where we had machines, Chokkino worked, but slowly—which is normal for a new, innovative product.

– The Kaya machine had serious issues: the blend, with such a high cocoa %, didn’t flow well. In summer, dosing could fluctuate ±30% so Chokkino was inconsistent, from super intense to watery.

I needed a solution! I thought: to dose cocoa, why not try the lever-type volumetric coffee doser used in cafés? Nicola had one at the company; I tested it and the variance was acceptable.

Now I had a working doser, but I couldn’t use it with the current machine… Luckily, Nicola (a true genius) had developed a single-serve machine. We tweaked it and, after a myriad of fixes, managed to use it with the doser. Most importantly, this machine also worked with a 100% cocoa blend the first machine in the world able to do so! We had invented the first professional cocoa-espresso machine.

Now that I could finally make Chokkino exactly as I had always imagined it (100% cocoa), it was time to found Live Better.

I prepared a business plan and presented it to friends to raise funding.

4 april 2017

I found Live Better as an Srls and apply for the innovative startup registry. A few days later we’re approved. Being an innovative startup granted valuable benefits such as free access to the MCC Guarantee Fund (so you can request bank financing even without collateral). Another perk: investors can deduct 30% of their investment from taxes (today it’s 50%!).

31 october 2017

Together with Filippo (one of Live Better’s partners), we meet with Intesa Sanpaolo to request a loan. The meeting is a success and in January 2018 we receive an important loan.

For a startup, avoiding debt is ideal but in Italy there’s little culture of investing in startups, so raising private capital is hard. Thankfully, Intesa Sanpaolo and UniCredit fund startups using the MCC guarantee. Launching a startup without capital is almost impossible, because it often takes years to generate sufficient revenue to cover costs. In our case, providing Kaya to cafés on loan was hugely expensive.

4 april 2017

I found Live Better as an Srls and apply for the innovative startup registry. A few days later we’re approved. Being an innovative startup granted valuable benefits such as free access to the MCC Guarantee Fund (so you can request bank financing even without collateral). Another perk: investors can deduct 30% of their investment from taxes (today it’s 50%!).

31 october 2017

Together with Filippo (one of Live Better’s partners), we meet with Intesa Sanpaolo to request a loan. The meeting is a success and in January 2018 we receive an important loan.

For a startup, avoiding debt is ideal but in Italy there’s little culture of investing in startups, so raising private capital is hard. Thankfully, Intesa Sanpaolo and UniCredit fund startups using the MCC guarantee. Launching a startup without capital is almost impossible, because it often takes years to generate sufficient revenue to cover costs. In our case, providing Kaya to cafés on loan was hugely expensive.

15 november 2017

Back to the notary: we convert Live Better into an Srl and welcome our first investors 25 friends from around the world: Mexico, Argentina, Israel, France, Poland, and of course Italy. From day one, Live Better’s DNA is international!

This investment was also crucial for the Intesa Sanpaolo loan because when your friends invest, it signals two things:

1) People believe in you so you’re likely reliable.

2) If they’re willing to invest their money, they believe in the idea.

16 november 2017

The new machine casings arrive. Now we have to assemble and test everything, because in only two months we’ll present Chokkino to the world at the Sigep trade fair in Rimini. We are wildly late…

15 november 2017

Back to the notary: we convert Live Better into an Srl and welcome our first investors 25 friends from around the world: Mexico, Argentina, Israel, France, Poland, and of course Italy. From day one, Live Better’s DNA is international!

This investment was also crucial for the Intesa Sanpaolo loan because when your friends invest, it signals two things:

1) People believe in you so you’re likely reliable.

2) If they’re willing to invest their money, they believe in the idea.

16 november 2017

The new machine casings arrive. Now we have to assemble and test everything, because in only two months we’ll present Chokkino to the world at the Sigep trade fair in Rimini. We are wildly late…

2018

20 jenuary 2018

First day at Sigep in Rimini Italy’s top bar/coffee fair. Stand costs are high, so we share space with friends at Bevande Futuriste, a Venetian startup making organic beverages. Our stand looks great, the location is excellent, and from the start Chokkino draws a lot of interest.

2018

20 jenuary 2018

First day at Sigep in Rimini Italy’s top bar/coffee fair. Stand costs are high, so we share space with friends at Bevande Futuriste, a Venetian startup making organic beverages. Our stand looks great, the location is excellent, and from the start Chokkino draws a lot of interest.

But immediately, the machines have issues… Cocoa stuck in the cone, yielding very diluted cups. Panic! The next morning, after grabbing the tools I needed (lesson learned today we always bring a full toolkit for Kaya), I try to fix the machines, but the problem remains. Only 1 out of 5 works. Why?

Thankfully, I spot the difference (one motor was battery-powered). That afternoon, Anna and Sara (two of our partners) drive a machine back to Biepi, where Nicola and Gianluca make a modification Sunday night. On Monday, a colleague brings the fixed machine back to Rimini. Teamwork at its best!

But immediately, the machines have issues… Cocoa stuck in the cone, yielding very diluted cups. Panic! The next morning, after grabbing the tools I needed (lesson learned today we always bring a full toolkit for Kaya), I try to fix the machines, but the problem remains. Only 1 out of 5 works. Why?

Thankfully, I spot the difference (one motor was battery-powered). That afternoon, Anna and Sara (two of our partners) drive a machine back to Biepi, where Nicola and Gianluca make a modification Sunday night. On Monday, a colleague brings the fixed machine back to Rimini. Teamwork at its best!

That same day, a well-known HoReCa figure Franco, formerly at Natfood (market leader) and now co-founder of Foodness stops by.

He’s sitting across from us at another stand when he’s struck by our tagline “cacao is the new coffee.” Curious, he asks for info. He tastes Chokkino and says: “This is a bomb! I want the exclusive for all of Italy!”

Wow! We were over the moon an incredible opportunity right at the start. In the following days, Franco brings several big clients to taste Chokkino.

We meet a couple of times after Sigep, but suddenly the enthusiasm drops. What happened? We’ll find out in a few months.

That same day, a well-known HoReCa figure Franco, formerly at Natfood (market leader) and now co-founder of Foodness stops by.

He’s sitting across from us at another stand when he’s struck by our tagline “cacao is the new coffee.” Curious, he asks for info. He tastes Chokkino and says: “This is a bomb! I want the exclusive for all of Italy!”

Wow! We were over the moon an incredible opportunity right at the start. In the following days, Franco brings several big clients to taste Chokkino.

We meet a couple of times after Sigep, but suddenly the enthusiasm drops. What happened? We’ll find out in a few months.

24 march 2018

A crucial date: during a walk in the park, I ask Cinzia and Daniela if they want to come work at Live Better. Their answer is immediate: YES! They were already partners in Live Better, and working together again was a dream we’d had for years.

Confession: I had plenty of ideas, but no idea what I was doing. Sometimes you just have to take the leap.

24 march 2018

A crucial date: during a walk in the park, I ask Cinzia and Daniela if they want to come work at Live Better. Their answer is immediate: YES! They were already partners in Live Better, and working together again was a dream we’d had for years.

Confession: I had plenty of ideas, but no idea what I was doing. Sometimes you just have to take the leap.

17 april 2018

At Sigep we launched a website where you could order a starter kit with Kaya on loan and Live Better cocoa. Miraculously, we receive three orders, and I decide to personally install those machines. It takes a few months to get them running well; when ready, I fly to Naples to install the first machine at Centro America in Casoria with Armando (still a client today!).

Then I fly to Catania, rent a car, and install the second in Scicli, a breathtaking town.

The third we install together in Diano Marina (Liguria) at Pasticceria Martinotti also still a client.

17 april 2018

Durante il Sigep avevamo lanciato il sito internet dove era possibile ordinare lo starter kit con Kaya in comodato d’uso e il cacao Live Better. Miracolosamente ricevemmo tre ordini e decisi che sarei andata personbalmente ad installare queste tre macchine. Chiaramente ci volle qualche mese perchè funzionassero bene e quando furono pronte presi un areo e volai a Napoli: qui nella foto mi vedete con Armando presso il suo bellissimo bar Centro America a Casoria! Armando è stato il cliente ad effettuare un ordine sul nostro sito e ancora oggi potete trovare Kaya presso il suo bar!

Then I fly to Catania, rent a car, and install the second in Scicli, a breathtaking town.

The third we install together in Diano Marina (Liguria) at Pasticceria Martinotti also still a client.

11 may 2018

Seeds & Chips, Milan: seated across from me is Howard Schultz, founder of Starbucks. I have five minutes to pitch. As you can see from the countdown, only nine seconds have passed.

I’ll never forget it my heart racing. Earlier, I had heard him speak and realized he wasn’t just a great entrepreneur, but also a kind, thoughtful human being.

Voice shaking, I say, “I’ve never had a coffee in my life,” and he smiles: “Then why do you want to talk to me??” That sweet smile puts me at ease. I tell him about Chokkino; he’s so intrigued that he comes to our stand to learn more.

He spends several minutes with us. I’m ecstatic: his interest tells me the idea is solid.

11 may 2018

Seed & Chips, Milano: quello che vedete sedeto di fronte a me è Howard Schultz, il fondatore di Starbucks. Avevo 5 minuti per parlare con lui e presentargli la mia idea. Come vedete dal countdown in basso a destra avevo iniziato da solo 9 secondi.

I’ll never forget it my heart racing. Earlier, I had heard him speak and realized he wasn’t just a great entrepreneur, but also a kind, thoughtful human being.

Voice shaking, I say, “I’ve never had a coffee in my life,” and he smiles: “Then why do you want to talk to me??” That sweet smile puts me at ease. I tell him about Chokkino; he’s so intrigued that he comes to our stand to learn more.

He spends several minutes with us. I’m ecstatic: his interest tells me the idea is solid.

31 may 2018

Our first (and so far only) Live Better agents’ meeting at Cascina Borgofranconein Gera Lario, near Lake Como. It was wonderful and over those days, thanks to hearty Valtellina dishes, we discovered that Chokkino even aids digestion!

What I love most about that photo: everyone there is a genuinely good person. The energy was amazing.

None of us had any idea what we were getting into… Honestly, I still don’t know how we installed 450 machines. 🤣 A miracle!

31 may 2018

Our first (and so far only) Live Better agents’ meeting at Cascina Borgofranconein Gera Lario, near Lake Como. It was wonderful and over those days, thanks to hearty Valtellina dishes, we discovered that Chokkino even aids digestion!

What I love most about that photo: everyone there is a genuinely good person. The energy was amazing.

None of us had any idea what we were getting into… Honestly, I still don’t know how we installed 450 machines. 🤣 A miracle!

30 august 2018

From September 1 we start renting our first office. It was empty, but there was already a little plant!

We were so lucky to find it:

– 5 minutes from Ci and Dani’s homes

– super bright yet no direct sun (north-facing windows)

– quiet

– easy parking

I don’t think we’ll ever leave it’s perfect.

30 august 2018

From September 1 we start renting our first office. It was empty, but there was already a little plant!

We were so lucky to find it:

– 5 minutes from Ci and Dani’s homes

– super bright yet no direct sun (north-facing windows)

– quiet

– easy parking

I don’t think we’ll ever leave it’s perfect.

7 september 2018

Remember how our talks with Franco of Foodness suddenly cooled? Here’s Franco on stage at their agents’ meeting, presenting the novelty of the year: MINICAO – cocoa espresso.

Nicola from Biepi (our machine manufacturer) saw it on Facebook and sent the photo. It was a shock but that’s business.

Minicao is a capsule product, not 100% cocoa; more like a water-based mini hot chocolate with 80 calories per cup versus 19 calories for Chokkino. A different product though to the casual café customer, they look nearly the same.

7 september 2018

Remember how our talks with Franco of Foodness suddenly cooled? Here’s Franco on stage at their agents’ meeting, presenting the novelty of the year: MINICAO – cocoa espresso.

Nicola from Biepi (our machine manufacturer) saw it on Facebook and sent the photo. It was a shock but that’s business.

Minicao is a capsule product, not 100% cocoa; more like a water-based mini hot chocolate with 80 calories per cup versus 19 calories for Chokkino. A different product though to the casual café customer, they look nearly the same.

10 october 2018

Calls start coming in: clumps are blocking cocoa in the cone. We open the bags and surprise hard lumps jam the cone so cocoa can’t fall, yielding very diluted cups.

We had 750 kg of cocoa in that condition… and a fair in Rome in two days.

10 october 2018

Calls start coming in: clumps are blocking cocoa in the cone. We open the bags and surprise hard lumps jam the cone so cocoa can’t fall, yielding very diluted cups.

We had 750 kg of cocoa in that condition… and a fair in Rome in two days.

13 october 2018

Fortunately we find a supplier who can rework part of the cocoa immediately, and we manage to attend Maker Faire Rome a huge success, with 5,000+ Chokkino cups given away in two days!

It’s our first consumer-facing fair, and we realize it’s much more effective than trade shows: we can let final customers taste Chokkino directly, which helps baristas sell it.

(Here you can also see Eva and Mirko our partners and Lazio distributors and my brother Vittorio.)

13 october 2018

Fortunately we find a supplier who can rework part of the cocoa immediately, and we manage to attend Maker Faire Rome a huge success, with 5,000+ Chokkino cups given away in two days!

It’s our first consumer-facing fair, and we realize it’s much more effective than trade shows: we can let final customers taste Chokkino directly, which helps baristas sell it.

(Here you can also see Eva and Mirko our partners and Lazio distributors and my brother Vittorio.)

22 december 2018

End of our first year on the market and we survived! The machine had lots of quirks we hadn’t yet learned to manage. Today we handle them with our eyes closed and even have tutorials for baristas, but back then, every “we’ve got a problem” call made us sweat. Still, we solved every issue.

There will always be problems only those who stand still have none. What matters is spotting them early and fixing them. Never get discouraged; in a startup, problems are daily business.

22 december 2018

End of our first year on the market and we survived! The machine had lots of quirks we hadn’t yet learned to manage. Today we handle them with our eyes closed and even have tutorials for baristas, but back then, every “we’ve got a problem” call made us sweat. Still, we solved every issue.

There will always be problems only those who stand still have none. What matters is spotting them early and fixing them. Never get discouraged; in a startup, problems are daily business.

2019

19 january 2019

Even though I didn’t want to, we return to Sigep with our Emilia-Romagna distributor. It doesn’t go well, but at least Cinzia and Daniela are now convinced that professional trade fairs aren’t worth it for us.

February - March 2019

We’ve realized industry fairs don’t bring new barista clients, but we’d already paid for two: Tirreno CT (Feb 24–27) and RistorExpo in Erba (Mar 3–6).

Ten grueling days and it’s demoralizing to work so hard and bring home nothing.

2019

19 january 2019

Anche se io non non avrei voluto, siamo tornati al Sigep di Rimini insieme al nostro distributore dell’Emilia Romagna. Non è andata bene, ma almeno anche Cinzia e Daniela si sono convinte che non valeva la pena fare queste fiere professionali.

February - March 2019

We’ve realized industry fairs don’t bring new barista clients, but we’d already paid for two: Tirreno CT (Feb 24–27) and RistorExpo in Erba (Mar 3–6).

Ten grueling days and it’s demoralizing to work so hard and bring home nothing.

8-10 march 2019

Time to test our hypothesis: consumer fairs might be better. Fa’ la cosa giusta! in Milan. We hand out 3,000+ cups, but the most important part is the recurring question: “How can I make it at home?”

There’s a Silicon Valley rule make something people want and since I’d heard it to death, a lightbulb went on.

A home machine was always on my mind, but that requires major investment so

I looked for a simpler solution to test the idea with minimal cost before committing to a household machine.

8-10 march 2019

Time to test our hypothesis: consumer fairs might be better. Fa’ la cosa giusta! in Milan. We hand out 3,000+ cups, but the most important part is the recurring question: “How can I make it at home?”

There’s a Silicon Valley rule make something people want and since I’d heard it to death, a lightbulb went on.

A home machine was always on my mind, but that requires major investment so

I looked for a simpler solution to test the idea with minimal cost before committing to a household machine.

30 march 2019

Meanwhile, we did another cocoa packaging run with a carefully chosen supplier… yet again, those cursed clumps!

After checking 20 bags by hand to assess the damage, I’m a mess.
This time it’s worse: 1,500 kg to rework.

Thankfully, we then find a supplier who has done nothing but pack cocoa powder for 50 years—they know exactly how to do it. Small hitch: they close in June, so we need a new one after that.

As I’ve said, problems are the norm. Advice: if you don’t enjoy solving problems, entrepreneurship isn’t for you.

30 march 2019

Meanwhile, we did another cocoa packaging run with a carefully chosen supplier… yet again, those cursed clumps!

After checking 20 bags by hand to assess the damage, I’m a mess.
This time it’s worse: 1,500 kg to rework.

Thankfully, we then find a supplier who has done nothing but pack cocoa powder for 50 years—they know exactly how to do it. Small hitch: they close in June, so we need a new one after that.

As I’ve said, problems are the norm. Advice: if you don’t enjoy solving problems, entrepreneurship isn’t for you.

January - september 2019

While juggling all these hiccups, I keep looking for a way to solve Kaya’s issues. It seems impossible…

5 june 2019

During one of many trials, I make a discovery: with a specific process, Chokkino develops a crema like espresso. Beautiful!

And if you’re wondering: “Did you find a solution for Kaya?” Yes, I did. Don’t stop looking solutions almost always appear.

January - september 2019

While juggling all these hiccups, I keep looking for a way to solve Kaya’s issues. It seems impossible…

5 june 2019

During one of many trials, I make a discovery: with a specific process, Chokkino develops a crema like espresso. Beautiful!

E se vi state chiedendo: “ma sei riuscita a trovare una soluzione per Kaya?” Sì, ci sono riuscita! Basta non smettere di cercare e le soluzioni si trovano quasi sempre.

7 october 2019

We’re finally ready to pack our first Chokkino Boxes and test whether the idea works.

After trying countless cups, jars—even lab beakers (for a drip-free spout!) we find a glass jar sturdy enough for courier shipping and the right diameter.

We screen-print level markings for water. The supplier assures us they’re indelible (“the paint is fired at 800°C and vitrifies”). Unfortunately, many jars from the first run lost their markings after a few washes. (If it happened to you, tell us we’ll replace it!)

For sustainability, we wanted packaging that served as both box and bag for fairs: the bag-box was perfect and customizable without a fortune.

Finally, the milk frother: after testing a dozen, which was best? IKEA’s and perfectly aligned with our image: black and minimal.

Here are the jars for the very first Chokkino boxes!

7 october 2019

We’re finally ready to pack our first Chokkino Boxes and test whether the idea works.

After trying countless cups, jars—even lab beakers (for a drip-free spout!) we find a glass jar sturdy enough for courier shipping and the right diameter.

We screen-print level markings for water. The supplier assures us they’re indelible (“the paint is fired at 800°C and vitrifies”). Unfortunately, many jars from the first run lost their markings after a few washes. (If it happened to you, tell us we’ll replace it!)

For sustainability, we wanted packaging that served as both box and bag for fairs: the bag-box was perfect and customizable without a fortune.

Finally, the milk frother: after testing a dozen, which was best? IKEA’s and perfectly aligned with our image: black and minimal.

Here are the jars for the very first Chokkino boxes!

12 october 2019

Linate Air Show: time to test the box idea. Would it work? Many partners thought it was a big mistake.

We sell very few our spot is terrible and even cup sales are low. Not a valid test. (Remember: don’t get discouraged by the first attempt.)

But our new all-black look is gorgeous. What do you think? (We also had coconut milk in a white pouch luckily it’s not in the photo; it was… not pretty!)

12 october 2019

Linate Air Show: fnalmente era giunto il momento di testare la nostra idea: avrebbe funzionato il box Chokkino? In Live Better molti soci non credevano al box, anzi lo ritenevano un grosso errore.

We sell very few our spot is terrible and even cup sales are low. Not a valid test. (Remember: don’t get discouraged by the first attempt.)

But our new all-black look is gorgeous. What do you think? (We also had coconut milk in a white pouch luckily it’s not in the photo; it was… not pretty!)

18 october 2019

Back to Maker Faire Rome to truly test whether the Chokkino Box can work. We ship one full pallet, including 75 kits. We sell everything nothing left (maybe a few cocoa bags for Kaya). A huge success. With more kits, we would have sold those too.

At first we feared the price (amazing how fear can mislead us) but it was fine. The market customers always gives you the answers you need. Don’t be afraid to test an idea: the sooner you test, the sooner you can adjust. Don’t fear failure; it’s part of the process. Observe, recognize mistakes, and fix them quickly.

Another Silicon Valley mantra: “Try again. Fail again. Fail better.”

Edison said: “I have not failed. I’ve just found 10,000 ways that won’t work.”

18 october 2019

Back to Maker Faire Rome to truly test whether the Chokkino Box can work. We ship one full pallet, including 75 kits. We sell everything nothing left (maybe a few cocoa bags for Kaya). A huge success. With more kits, we would have sold those too.

All’inizio eravamo timorosi del prezzo… (incredibile come la paura ci possa influenzare negativamente…) e invece no: andava bene! Il mercato, attraverso i clienti, ti fornisce sempre tutte le risposte di cui hai bisogno. Non abbiate timore di testare un’idea: prima lo fate prima potete coreggere il tiro. Non abbiate timore di sbagliare, fa parte del gioco. L’importante è osservare, riconoscere gli errori e risolverli il prima possibile.

Another Silicon Valley mantra: “Try again. Fail again. Fail better.”

Edison said: “I have not failed. I’ve just found 10,000 ways that won’t work.”

30 november 2019

One fair went badly, one went well—time for the real test: L’Artigiano in Fiera in Milan. It’s like the Olympics of fairs: 9 halls, 3,000 exhibitors from 100 countries, 1,000,000 visitors.

It’s either someone’s dream or someone’s nightmare.

Stands are expensive, and it’s nine long days—the acid test, which we pass with flying colors.

We also bring a chocolate machine with Chokko-Cocco inside the most frequent comment is: “What a bomb!” Fitting, because even today Chokko-Cocco is our most-loved product.

(Here you can also see Letizia, our agent in Veneto, and Anna one of my dearest friends and a Live Better partner.)

30 november 2019

One fair went badly, one went well—time for the real test: L’Artigiano in Fiera in Milan. It’s like the Olympics of fairs: 9 halls, 3,000 exhibitors from 100 countries, 1,000,000 visitors.

It’s either someone’s dream or someone’s nightmare.

Stands are expensive, and it’s nine long days—the acid test, which we pass with flying colors.

We also bring a chocolate machine with Chokko-Cocco inside the most frequent comment is: “What a bomb!” Fitting, because even today Chokko-Cocco is our most-loved product.

(Here you can also see Letizia, our agent in Veneto, and Anna one of my dearest friends and a Live Better partner.)

13 december 2019

Time to test Instagram. I take a course with Veronica @spora and ask if we can do an unboxing of our WOW box in the last hour. She’s incredibly kind and says yes. Since I’m often last-minute, I rush to Treviso on December 13.

Veronica is amazing she posts many stories about our work together and, especially, about ChokkinoIn 24 hours we gain 600+ followers and most importantly our first online orders. We are thrilled.

13 december 2019

Time to test Instagram. I take a course with Veronica @spora and ask if we can do an unboxing of our WOW box in the last hour. She’s incredibly kind and says yes. Since I’m often last-minute, I rush to Treviso on December 13.

Veronica is amazing she posts many stories about our work together and, especially, about ChokkinoIn 24 hours we gain 600+ followers and most importantly our first online orders. We are thrilled.

18 december 2019

I remember it well: I’d just left a funeral when I get a message “La Cinica posted! But there’s a small problem… check your DMs.”

I open Instagram and find Cristina message: she found a dried little lizard (she called it “the mummy”) in the measuring jar… I’m speechless. I had packed her box myself—how could this happen? She is so kind and reassures me, telling me how they too had all sorts of mishaps at the start.

Cristina loved Chokkino from day one and even installed a machine in her Milan office. She spoke about us often and brought us so many customers. I’ll be forever grateful.

(You can see “the mummy” in the photo on the right.)

18 december 2019

I remember it well: I’d just left a funeral when I get a message “La Cinica posted! But there’s a small problem… check your DMs.”

I open Instagram and find Cristina message: she found a dried little lizard (she called it “the mummy”) in the measuring jar… I’m speechless. I had packed her box myself—how could this happen? She is so kind and reassures me, telling me how they too had all sorts of mishaps at the start.

Cristina loved Chokkino from day one and even installed a machine in her Milan office. She spoke about us often and brought us so many customers. I’ll be forever grateful.

(You can see “the mummy” in the photo on the right.)

8 january 2020

Before Christmas, my friend Isabella says: “Give me a kit I’ll gift it to a former classmate who’s an influencer.” I don’t think much of it… Then on January 8, orders start coming in. I check Instagram and see the post by Claudia @vitalybio who later became a dear friend.

That day I truly understand Instagram’s potential and the power of influencer marketing.

Throughout 2019, many influencers talked about Chokkino without payment—they simply loved the product. Their support helped us grow and become who we are today.

Next to Claudia, I have to mention Anna @la.naturotopa the second to talk about us—she fell in love with Chokkino instantly. There are many more who helped us get here.

Thank you, from the bottom of my heart.

8 january 2020

Before Christmas, my friend Isabella says: “Give me a kit I’ll gift it to a former classmate who’s an influencer.” I don’t think much of it… Then on January 8, orders start coming in. I check Instagram and see the post by Claudia @vitalybio who later became a dear friend.

That day I truly understand Instagram’s potential and the power of influencer marketing.

Throughout 2019, many influencers talked about Chokkino without payment—they simply loved the product. Their support helped us grow and become who we are today.

Next to Claudia, I have to mention Anna @la.naturotopa che è stata la seconda a parlare di noi perché si era innamorata di Chokkino fin dal primo istante, ma dovrei mettere tantisisme persone che ci hanno aiutato a diventare ciò che siamo oggi.

Thank you, from the bottom of my heart.

Sept 2019 - Jan 2020

Many good things happen, but our finances are dramatic. I’ve already found new investors, but for various reasons they only come in early February 2020.

From September to January we scrape by, doing somersaults each month to cover expenses. Honestly, if our partners hadn’t loaned us €40,000, we wouldn’t have survived. We’re lucky to have wonderful partners who threw us a lifeline when we needed it.

Choosing the right partners is crucial. I believe shared values are fundamental. For example: if an investor wants to maximize returns at any cost, they can’t be a Live Better partner.

FINAL REFLECTION

Lately I’ve been reflecting on this: relationships (not just romantic ones) have hurt me so much that I pushed everyone away, telling myself “I’m fine on my own” and “I don’t need anyone.”

but these last years proved I was telling myself a huge lie. Humans are social beings; through cooperation we’ve advanced our civilization.

I’m no exception.

I need others too:

– without our partners’ investments, Live Better wouldn’t exist

– without Cinzia and Daniela, Live Better couldn’t function

– without you, our customers, Live Better couldn’t thrive

– without influencers talking about us, Live Better wouldn’t have grown

To protect myself, I had convinced myself that “needing” others was a weakness bullshit. Yes, it makes you vulnerable, but vulnerability is part of being human.

The truth is we need one another and that’s beautiful, because collaboration lets us achieve results impossible alone.

So, fine, I need others but what about the fact that relationships have always been my Achilles’ heel, capable of bringing me to my knees?

As always, the universe is on our side: fifteen days ago, someone very important told me something that shocked me “they’re leaving.”

I’m not great with goodbyes, so the last fifteen days have been intense a rollercoaster of emotions: sadness, fear, anger, despair, apathy… and finally acceptance: it’s their life, and it’s right that they do what makes them happy. It doesn’t depend on me. (I used to feel responsible for everything.)

The best part is realizing that relationships no longer destroy me like they once did, so I’m ready to “risk” again.

I admit I’m a little afraid, but living “in protection,” keeping distance out of fear, isn’t truly living because it lacks the best part: human connection.

Thank you all for reminding me of that.

With love,

Elena

Sept 2019 - Jan 2020

Durante questi mesi sono successe tante belle cose ma noi avevamo un situazione finanziaria drammatica. Avevo già trovato dei nuovi investitori, ma per svariate motivazioni il loro ingresso si è protratto fino a inizio febbraio 2020.

Quindi ida settembre a gennaio ci siamo dovute arrangiare e ogni mese per arrivare a coprire le nostre spese facevamo i salti mortali. Devo essere sincera: se i nostri soci non ci avessero prestato 40.000 € non saremmo sopravvissuti. Ma per fortuna abbiamo dei soci meravigliosi che ci hanno tirato un salvagente quando ne avevamo bisogno!

Choosing the right partners is crucial. I believe shared values are fundamental. For example: if an investor wants to maximize returns at any cost, they can’t be a Live Better partner.

FINAL REFLECTION

Lately I’ve been reflecting on this: relationships (not just romantic ones) have hurt me so much that I pushed everyone away, telling myself “I’m fine on my own” and “I don’t need anyone.”

but these last years proved I was telling myself a huge lie. Humans are social beings; through cooperation we’ve advanced our civilization.

I’m no exception.

I need others too:

– without our partners’ investments, Live Better wouldn’t exist

– without Cinzia and Daniela, Live Better couldn’t function

– without you, our customers, Live Better couldn’t thrive

– without influencers talking about us, Live Better wouldn’t have grown

Pensate che per proteggermi ero arrivata al punto di raccontarmi che “avere bisogno” degli altri fosse una debolezza… BULLSHIT. Certo ti rende vulnerabile, ma essere vulnerabile fa parte dell’essere umani.

La verità è che abbiamo bisogno gli uni degli altri e questo è bellisimo perchè la collaborazione ci permette di raggiungere risultati che sarebbe impossibile raggiungere da soli.

So, fine, I need others but what about the fact that relationships have always been my Achilles’ heel, capable of bringing me to my knees?

As always, the universe is on our side: fifteen days ago, someone very important told me something that shocked me “they’re leaving.”

I’m not great with goodbyes, so the last fifteen days have been intense a rollercoaster of emotions: sadness, fear, anger, despair, apathy… and finally acceptance: it’s their life, and it’s right that they do what makes them happy. It doesn’t depend on me. (I used to feel responsible for everything.)

La cosa più bella è che ho compreso che le relazioni non mi distruggono più come favrebbero fatto una volta e quindi sono nuovamente disposta a “rischiare”.

I admit I’m a little afraid, but living “in protection,” keeping distance out of fear, isn’t truly living because it lacks the best part: human connection.

Thank you all for reminding me of that.

With love,

Elena