Entrepreneurship can be demanding and sometimes overwhelming, especially when balancing a full-time student life with the fast-paced world of business. However, to succeed and avoid being bogged down by negativity, it’s essential to focus on the positive and draw inspiration from those around us. One such source of inspiration is Sofia van Buuren, one of the ideation finalists of the Erasmus University Challenge 2024. As the founder of FitFlask, Sofia embodies resilience, passion, and vision: qualities that make her our Friday Founder.
Goals and Mission
Sofia, the mastermind of FitFlask, brought the idea of combining something ordinary, like a water bottle, and combine it with something revolutionary: the palm cooling technology. Initially, this technology may sound like something taken out of an alien movie, something that cannot be confined within a water bottle- and that was true, until Sofia came up with this twist.
The palm-cooling works like this: when you feel overwhelmed during your regular workout, it is usually because you are overheating, which nudges you to stop working out completely. But, by touching something that has a cold surface, your bodily temperature is regulated, then you can continue to work out!
Noticing that palm cooling technology was overlooked, she integrated it into a gym essential: a water bottle, making it effortless to adopt and fit seamlessly into existing routines.
Sofia's Mission: to decrease the level of athletics who are resuming to the consumption of steroids while combining the use of something that already exist and scaling it to the next level!
The Shiny Object Syndrome
Her first challenge was battling shiny object syndrome which is the tendency to focus on tasks that feel important but don’t actually drive progress. Early on, she found herself caught up in activities like designing logos or building a website without a viable product or leads. And, although they are important aspects of a business, Sofia claimed that it took conscious effort and practice to shift her focus toward tasks that truly moved the needle. Once she made that change, her business started to grow.
Another challenge was navigating the entrepreneurial world as a medical student with no prior business experience. She often felt unqualified, especially when competing in events like the Erasmus University Challenge. However, she realized that everyone brings unique strengths to the table. Her scientific background, for instance, became a valuable asset, helping her impress mentors and apply critical knowledge to her business. The key, she discovered, is to identify and leverage your strengths, even if they don’t seem relevant at first, to propel your venture forward.
The Innovative Product
To integrate palm cooling technology into something as simple as a water bottle, the design involves two layers: an inner layer for the water and an outer layer housing the cooling system. While the specifics are under wraps, the main challenge lies in miniaturizing the cooling technology. Unlike heating systems, cooling systems are notoriously difficult to shrink, making this a significant hurdle.
The biggest challenge is balancing size, weight, and functionality. While reducing the bottle’s size is tough, the focus remains on ensuring optimal cooling performance. Sacrifices like holding less water or being slightly heavier are acceptable if the product delivers maximum efficacy. The priority is to create a solution that works effectively, rather than compromising performance for convenience.
Advice
Pick something you genuinely love, something you can turn into a lifestyle.
To young entrepreneurs, her message is clear: become an action taker. Action is a skill you build and practice daily, and it’s the most valuable asset an entrepreneur can develop.
What's Next?
Sofia is on an exciting journey and invites you to be part of it! She’s currently searching for a tech co-founder, an engineer with expertise in medical, mechanical, or thermodynamic systems, to help bring FitFlask to life. Alongside this, she’s diving into market research to ensure the product meets real needs. “A great idea is just the beginning,” she shares. “Understanding the market is key before building something truly impactful.”
