Vinay Amin

Founder of Eu Natural

Vinay Amin is the founder of Eu Natural, a direct-to-consumer wellness brand that creates plant-powered formulas to meet your body’s needs. Vinay began his career in engineering and digital marketing, helping startups with their growth. Seeing a need for natural solutions to an expanding list of health concerns, he transitioned into the wellness industry and started Eu Natural in 2013 with a consumer-first approach.

Where did the idea for Eu Natural come from?

I started Eu Natural in 2013 out of a personal need to sleep better and be more productive with my workdays. I did not want to take prescription medication because of their harsh side effects. Testing various natural herbs, I found a mix that worked well for me to get better sleep. From there I saw that other people were in need of sleep support. Working with a manufacturer to ensure everything was tested, I launched our first sleep aid product on Amazon. It started to take off and from there I knew there was demand for better formulated products that actually work. Over the last seven years, we have launched 24 products to help consumers with a variety of health challenges to empower them and give them solutions.

What does your typical day look like and how do you make it productive?

My typical day involves looking at a strategy and how we can continue to grow as a company. Understanding what is trending in the marketplace and what products consumers are looking to use to solve their health challenges is important.

How do you bring ideas to life?

It starts off with a lot of research looking into what consumers are saying about existing problems in the marketplace. We take data from the customer’s voice and bring it back to our team to develop.

What’s one trend that excites you?

There’s a growing need for using natural and plant-powered products to help you feel better.

What is one habit of yours that makes you more productive as an entrepreneur?

Going to sleep early and sticking with a consistent schedule. It is the basis of why I started the company, and I continue to follow that same practice over all these past years. This gives me more energy during the day, and I remain motivated.

What advice would you give your younger self?

When one door closes, another one opens. There’s going to be a lot of roadblocks but continue to move forward.

Tell us something that’s true that almost nobody agrees with you on.

You do not need to slave away for 10 to 12 hours a day in some high demanding industries. You can still be very productive in a shorter amount of time with the right tools.

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Read through our customer reviews and our support cases to understand what issues they may have. This keeps me focused on the reason I started the company and making sure we continue to drive value over our competitors.

What is one strategy that has helped you grow your business?

Invest in great branding and design. This minimal investment can produce significant returns as your consumer is often moved by the look and feel of a product.

What is one failure you had as an entrepreneur, and how did you overcome it?

Not understanding the value of hiring the right people for the right seat in the organization. We spent more time developing our hiring practices, so we have the best people that enjoy working at Eu Natural.

What is one business idea that you’re willing to give away to our readers?

There’s a need for understanding easy-to-digest, health video content. Taking complex health topics and making them easy and fun to understand. Leverage that video traffic to promote your own products and offerings.

What is the best $100 you recently spent? What and why?

A better computer chair! I went to my local discount office store and picked up a much more supportive desk chair for under $100.

What is one piece of software or a web service that helps you be productive?

Notion is a great productivity platform. Our whole team uses it to keep track of tasks, projects, and more.

What is the one book that you recommend our community should read and why?

The Hard Thing About Hard Things by Ben Horowitz does a great job of talking through the challenges an entrepreneur goes through during a company life cycle.

What is your favorite quote?

“The path to success is to take massive, determined action.” Tony Robbins

Key Learnings:

• Customer experience of how they perceive your product is incredibly important to long term branding and success. Listen to what they are saying.
• Top three hacks to being more productive is getting your seven to eight hours of deep sleep, use a project management platform to stay organized when working in a remote team, and delegate repetitive tasks to free up your time to focus on more important items.
• To continue to scale your company, you need the right people in the right seat. However, this takes time to develop and does not happen overnight.