Introducing Christof Tremp from REBELS 0.0%
Q: Could you start by introducing yourself and your startup?
A: My name is Christof Tremp, and I hail from Switzerland, where our startup, REBELS 0.0%, is also based, right in Zurich. We are on a mission to break social drinking norms and celebrate everyone’s freedom of choice. After over a year of development, we launched our first double distilled truly alcohol-free spirits alternative range three years back, starting with 0.0% gin, rum and aperitif alternatives and extended the assortment with spritz, amaretto and whiskey alternatives in the meantime. The journey began with just me and then expanded as my co-founder joined in. Now, we’ve grown to a team of four, focusing on marketing and sales with our production outsourced. REBELS 0.0% has made its way into several European countries, showcasing our reach and acceptance across the continent.
Q: What inspired the creation of your alcohol-free spirits?
A: The rising health consciousness among people certainly played a role in inspiring REBELS 0.0%. My own journey was a pivotal part of this process. After leaving my corporate career at Unilever and later, as the head of marketing at Lindt & Spruengli in Switzerland, I reached a point where I craved to do something on my own. I felt myself being in a ‘golden prison’, restricted and yearned for freedom to explore my own ventures. This desire led me on a reflective journey through the Camino de Santiago in Spain, where I contemplated my path and what I truly wanted to pursue.
During this period, I stumbled upon the category of alcohol-free beverages. Initially, I was skeptical, finding the concept somewhat absurd, but I quickly saw its brilliance and potential for a unique brand proposition. I recognized it was not just a fleeting trend but a significant shift in consumer behavior that was picking up momentum. This revelation, combined with my desire to innovate and create something meaningful outside the constraints of corporate life, fueled the birth of REBELS 0.0%. It was about capturing a megatrend that was just starting not long before and continues to do so today.
Why Founder Institute?
Q: How did Founder Institute become a part of your journey?
A: After starting on my own, I quickly realized the value of teamwork and the need for guidance from those more experienced in the startup scene. My search for a co-founder ran parallel to my quest for a program that could offer structured guidance. That’s when Founder Institute came into play, recommended during a networking event. Intrigued, I attended an information session and found that the program’s intensive, three-month journey of rigorous and unfiltered feedback, alongside step-by-step guidance through the startup process, from founding to financing, was exactly what I needed. It was an opportunity to minimize early mistakes and maximize the chances of doing the right things at the right times.
How a Founder Gets In
Q: Can you share your experience with the application process for Founder Institute?
A: Yes, the application process stands out in my memory, particularly because of a test that played a crucial role. It wasn’t just a formality; the test was used to distinguish between those who potentially have what it takes to be a successful founder and those who might not be as well-suited for the entrepreneurial path. This selection test serves as both a filter and, in a way, a selling point for the program, hinting at its rigor and focus on identifying individuals with a genuine capacity for startup success.
Understanding the Support and Costs at Founder Institute
Q: Once accepted, does Founder Institute provide funding or investment in your startup?
A: Upon joining, the expectation around funding is quite different from what some might anticipate. Founder Institute doesn’t provide direct funding or investment at the outset. Instead, there’s an agreement in place that involves them receiving a potential share in future successes, such as during an exit. The costs involved are minimal, primarily a nominal fee for the duration of the three-month program. In exchange, participants gain invaluable access to mentors, a comprehensive suite of programs, and a lifetime membership to an expansive network, alongside various tools and partnerships. This setup doesn’t involve immediate equity but does include the possibility of equity in the event of significant financial success.
A Day in the Life at Founder Institute
Q: What was a typical day like in the Founder Institute program?
A: The experience varies for each individual, but for me, it was both full and intense. The program is structured around weekly themes, each requiring substantial engagement, including homework and group work. We met with our groups two or three times a week, which, thanks to COVID, happened efficiently over Zoom. This setup spared us the time it would have taken to meet in person. Our tasks ranged from writing assignments to conducting consumer interviews, making each day packed and pressurized. The constant challenge was to manage our time effectively to complete all the tasks required of us.
Standout Moments and Learnings from Founder Institute
Q: Reflecting on your time in the accelerator, what stands out as a significant moment or lesson?
A: Two aspects of the Founder Institute experience have profoundly impacted me. First, the program excels in pitch preparation and delivery. Updating and refining our pitches was a constant task, leading to a near-perfect pitch by the program’s end. Remarkably, the pitch I developed during the program has evolved but essentially remains the same at its core, testament to the rigorous process of refinement it underwent. The second lesson was learning to balance confidence in my idea with the humility to accept constructive criticism. Initially, I believed my concept and execution were flawless. However, the feedback received throughout the program was eye-opening, challenging my assumptions and pushing me to consider different perspectives. This taught me the importance of being open to feedback and willing to pivot, yet also knowing when to trust my understanding of my startup above all. Balancing these insights has been crucial in navigating the startup landscape without becoming a “bouncing ball” swayed by every piece of advice.
Reflecting on Improvements for Founder Institute
Q: Looking back, what aspect of the Founder Institute do you feel could be improved?
A: The financial arrangements and the associated warrant system initially posed some confusion and, at times, frustration, both for the participants and the program organizers. This aspect of the program, regarding how the warrants worked and what they entailed for future funding rounds, seemed to lack clarity. Although efforts were made to explain this system through multiple sessions, it remained somewhat perplexing. Fortunately, it seems there have been adjustments made to make this aspect less demanding. While I still view the overall experience as beneficial and fair, and I’ve gained significantly from it, this financial arrangement does introduce complexities, especially during subsequent funding rounds. There’s a need to articulate what stake the Institute holds and its ongoing role, balancing past contributions with present and future involvement.
The Impact of Founder Institute on REBELS 0.0%
Q: Would you attribute your current success to the Founder Institute program?
A: Yes, to a significant extent. While I had laid much of the groundwork for REBELS 0.0% before joining the program, Founder Institute refined and sharpened my initial concept and business approach. It played a crucial role in structuring the company effectively, from legal setups to partnerships, and even how to handle equity with co-founders to prevent potential disputes. The program equipped me with the necessary tools to navigate the startup world more confidently, ensuring I didn’t overlook important considerations or fall into common pitfalls. Although learning and challenges continue, the foundational structure and insights provided by Founder Institute have been invaluable in our journey.
Maintaining Connections Post-Founder Institute
Q: How would you describe your current relationship with the Founder Institute and its network?
A: My connection with the Founder Institute remains strong and mutually beneficial. Naturally, among the directors and numerous mentors, you find those with whom you resonate more strongly, and it seems this feeling is often reciprocated. I maintain regular contact with a couple of directors, one more so than the others, and also with some of my peers from the program. Additionally, I’ve had opportunities to give back by acting as a mentor myself, leading sessions on topics like brand design or sharing my entrepreneurial journey with current participants. This ongoing interaction not only aids in my personal branding and networking but also allows me to contribute to the community that played a crucial role in my development.
Final Advice for Prospective Accelerator Applicants
Q: Do you have any final advice for those considering applying to an accelerator program?
A: I strongly advocate for engaging with an accelerator program if you’re serious about your startup journey. The crucial decision isn’t necessarily about which one is the best universally, but rather which is the best fit for you personally. For me, the Founder Institute was instrumental due to the intensive support and structure it provided. However, my overarching advice is to commit fully if you decide to go through with it. Half-measures won’t suffice in the high-stakes environment of a startup. It requires your full dedication, as doing it “on the side” isn’t viable. This level of commitment forces a degree of seriousness and focus on your venture, compelling you to consider if your idea truly has the potential to succeed. The program, particularly ones like the Founder Institute, demands tangible steps towards formalizing your business, such as incorporation, ensuring that you’re not just theoretically committed but also legally and practically invested in making your vision a reality.