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Afton Vechery

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30
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2018-10-05
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2018-10-05
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  1. “So we see a world where every single woman has access to her fertility information and fertility testing is as routine as a pap smear. And so over the next five years, we're just really excited about our first product, our fertility hormone test, and just giving women insight to this information and the impact that it can have on their lives. Thank you so much for having me. This was great.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  2. “And I was thinking about this looking back every day, your tolerance increases. So today, you know, what a hiccup would have been would have caused an all-nighter back in the early days. And so I think with every phase of the business, your level of resilience increases, your ability to have frameworks to solve problems quickly and move on, it increases with time. And so I think the honest answer is every day you're climbing a hill and the scale of the problems and fires change, but you're constantly going up.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  3. “So, most women today hear that fertility declines with age, but it just goes off a cliff at 35. And I think the biggest shift that we want to make is that every single woman, just like she has a different metabolism, has a different fertility curve. And fertility is something that can go down slightly earlier, slightly later. And by understanding the hormones and what's going on in your own body, it's the first step in making the decisions that are right for you. So changing just that one size fits all healthcare approach as we think about fertility.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  4. “It depends on the mornings. I read emails in bed, then eventually get up, come into the office early. That's kind of the majority of the mornings. But I go on a bike ride with a really good friend every Wednesday morning between 6.30, 7 a.m. And we go up to Twin Peaks and back down in San Francisco. And those are my favorite mornings. It really just lets me reflect, catch up, and start the morning off ride.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  5. “I'm going to push you a little bit. I think you should read Motherhood Rescheduled. It's this amazing book, this ethnographic research style that just follows women thinking about fertility, going through some of the early phases of egg freezing, and just how they think about their fertility, their lives, their relationships. And it's beautifully written. And I think just a really interesting perspective and to how women are thinking about this information. So I learned to speed read by accident as a kid. I'm a little bit dyslexic, and I think just the combination of all of that just really allowed me to consume a lot of content on a day-to-day basis. And so I think you need to decipher when you're speed reading versus not, but it has really just helped me absorb a lot of information.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  6. “Amazing experience, but I wanted to do something about it. So I started a water quality testing company and set up this whole infrastructure where residents of the community could bring their water in and we would test it every single day on Wednesdays after school. And so it was this whole process of just having this idea, knowing the change that you wanted to see in the world and then just doing it. And I think that that philosophy has served me well over my subsequent career.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  7. “Was doing data entry on top of that. So I just made it happen. And I think the other memory I have was I had to do a science fair project just as part of our public school system. And I noticed that we had to start drinking from bottled water in our public school. And I was told that this was because public facilities had to be routinely tested and we failed our water test. And so I went home and I asked my parents when the last time we had gotten our well water checked and they said, you know, when we moved in, you know, 15 years ago. And so as a science fair project, I just decided to go around and test wells in my community. And I discovered that a large percentage of them were completely contaminated. And I scaled this to a bigger project and eventually was able to discover this issue with the legislation, the closeness of houses within my community and compete at the international science and engineering fair, which was just”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  8. “Oh wow, that's very nice of Finn. You know, I learned at a very early age that I could build things and that if I worked really, really hard, I could make progress. So I grew up in a small town in Maryland and I knew that I needed an internship. And so I heard that like engineering was this cool thing and it was kind of hard and fun. So I was like, okay, I need an engineering internship. And so I found this local company that said that I could come on as an intern, but it was unpaid. And so I was like, okay, so I need gas money to get there. And then I still needed money for all of the other parts of my life. And so 16, I had been working my old childhood, but I got a job at Pizza Hut, which was the highest wage I could get at the time. I was a great waitress and was always on top of everything. So always tried to get that 20% tip. But I got enough gas money to drive to the internship.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  9. “I think that a lot of the pushback, especially around a product that a lot of investors, whether they were male or female, it's a specific demographic that would be using them or specific age that would be using them. And our test is approved for women that are 21 to 45 years old. And for us, it was just how do we answer all of these questions without having fully launched products in the market. And I do think that that rigorous research approach to every question was the right step for us.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  10. “Yeah, you know, I think that when you're building a healthcare company that we were running a multi-site clinical study that was IRB approved to show that fingerprint could perform the same as a traditional vanipuncture draw, we were running a beta, we were doing this type of testing that involved background checks, and there was just a lot of infrastructure that we had to create to get this off the ground. And so as a result, when we were raising in the early days, we had to raise early on in the process. And so it was my goal as a founder to get the company as far as I could with my personal savings, but also realized the point that I had to go and raise institutional capital if I wanted to get it further. And so I think that with this very clear plan of what we wanted to do, it was also just early and there were still a lot of questions that we started to get data on, but we still had to go further.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  11. “And run a bunch of surveys and actually get mass market data on how women were thinking about this information, how much anxiety they have over this information. Their likelihood to purchase this type of product. And by taking all of that information and incorporating it back into our fundraising process and just starting out with that information, it really made the process a lot stronger for us. And so I think that that lesson can be applied to everything. It's when someone brings something up that you're not aware of or that you haven't thought of or that you thought of, but you need to be pushed further. You just have to do the work. You have to work really, really hard to understand that insight and then fix it. And so I found it very, very helpful.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  12. “Weigh that feedback in the right way. And that, to me, makes your business stronger. I love that. That's a great question. So, and thinking back to our fundraising process, that is literally the definition of fundraising. And I don't like fundraising because I'd rather be running our company, but I actually really enjoy the process of just being able to talk to venture capitalists that understand and look at companies for a living every day and have that perspective and are really able to hone in on these specific parts. And for us, one of the biggest issues at first in fundraising was that most of the VCs that we talked to, the question was really around women even knowing about or thinking about this information. And at first, it was just Carly and myself are the target customer where millennials that wanted access to this information and we had broader insights from our beta that we were running, but we didn't have much more than that. And so it was these initial conversations that made me go back.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  13. “Love those conversations. If I can get in a room with someone that just has an issue with a part of our business or thinks that something isn't going to work, those are my favorite types of conversations. And I think it really comes down to you need to identify every single weak point in your business and be working as hard as possible to close those gaps as you scale. And so I think the broader framework that I use on top of that is you need to know when to listen to people and when not to. And so when I get advice from experts on different topics, I appreciate the frameworks that they use to dive into problems. I appreciate all of their life experiences that have tied into the perspective that they're giving. And if you're able to kind of label all of those different thought processes, frameworks, advice, and perspective across a couple people, and then you know your own business better than anyone. And if you truly trust that, you're able to really”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  14. “Exactly. So when you look at the amount of fertility testing that's done today, there's only 500 in fertility clinics in the US and only about 2,000 reproductive endocrinologists, which are IVF doctors. So when you look at and do the math of the number of women that could even enter the doors of those clinics to get this type of testing done, it's a relatively small number. And so the idea for modern fertility was we could take this type of testing and open it up to half the population. And so our view is that this type of testing, this information should be as routine as a pap snear and women should test with us and retest with us every year because fertility unfortunately declines with age. And just as every woman has a different metabolism, she has a different fertility curve, which is just really impactful and helpful information that a woman should have the option to access.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  15. “Empathizing, understanding her journey, and then being able to really balance her insights, her feedback, her feelings with what is possible. And it's really the combination of that, your own expertise by being a subject matter expert in what you're spending all of your time doing and then combining that with the customer insight, the customer empathy, combining the two to just make and build a really impactful product.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  16. “I love that quote. Yeah, so I think that there's an interesting blend of having a vision and building to that vision and then incorporating what customers think along the way. So we're super fortunate to be in this space and be running this company and be able to spend 24-7 getting exposed to the latest and greatest science and having this very unique perspective on what is possible. But if you just ask a customer off the bat what they want, they might not know what they want. An example of this is before I started modern fertility, women told me that they wanted egg freezing to be cheaper. And then if it was cheaper, great, they would do it. But then when our some clinics started experimenting a little bit with price and lowering it, the spike and number of procedures wasn't as huge as some folks were expecting. And our insight was that there are so many steps around women understanding what's going on in their own bodies that occur well before egg phrasing. And so it's really understanding the customer.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  17. “Approach and just passion and empathy that extends to every single customer that's a user of the process. And I think that you can still move quickly, but you have to do so in a very compassionate way that is tied to every single person that will be touched by the change or product that you're implementing.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  18. “So I think that it is different for companies in different spaces. And so when you are operating a healthcare startup or a company that touches healthcare in some way, you need to understand what is an MVP, what you can just put out there in the world and get people to react to, and what is not. You can always get something out there, but you really need to think through the impact to every single person. So if you are a B2B company and selling something that if there's a bug, it's going to impact a business process in a certain way, that's still really bad and it could be really detrimental for your company. But when you're innovating in the digital health and health space, there's no room for a 10% error. There's not even room for an error that would impact one customer. And so I think that it's just so important that companies that are in the digital health space that touch customers in that way have just a very regimen.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  19. “I've been super fortunate to be in a lot of zero to one environments over the course of my life and career. But I think doing something that you believe in this much, you want to put so much of yourself into it every day. And so I think as a founder really approaching every single day with that rigor and passion, but also being super conscious of what that's doing. And I think that for me, it's that balance of just excitement and passion for what we're doing and keeping everything in track.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  20. “To women getting this information, we look at every single customer as a win and we communicate success over our Slack channels. We share positive customer feedback. We share customer feedback that involves things that we need to change. And we listen to it all and really create a culture that encompasses paying attention to that.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  21. “So, I think what's really important there is really celebrating failure just as much as you celebrate success. And when we do a weekly meeting every Monday and we go through, we talk about the tool for every specific initiative and then did we hit that goal? Where is the data? And then a few bullet points on the things that we're doing this week to continue to scale and innovate and experiment. And within that framework, and this is obviously on top of all of the core responsibilities of each function. And within that framework, we make it something as long as we're pushing towards these goals, understanding what doesn't work is just as important as understanding what works. We're a mission-driven company, and every single person is here every day in building what we're building because we fundamentally believe that women deserve this information. And so we're able to have these very passionate discussions about what should happen next or what we should push towards or why we should meet our goals. And everything is tied back.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  22. “So, what we've done is we have separate initiatives that we tie to broader company goals. And so every single initiative has a point person and an owner, and then they're responsible for defining success metrics, which we agree on with their manager. And this allows every single person to understand what they're working on specifically and be empowered to make those trade-offs within their own vertical as long as it maps to the very clearly defined mission of the company and key metrics that matter at that time. So we've really just tried to give a lot of autonomy to every member of the team, but make sure that as a leadership team, we've articulated exactly what the goals are such that those trade-offs and decisions can be made on a day-to-day basis and keep everything moving quickly.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  23. “So things always come up. For my job specifically, I order my to-do list around eliminating the top things that are going to kill the company. And the company grows, that changes, but this really extended that philosophy really extended into overall company prioritization. But we have a slightly broader lens, which really focuses on the consumer. And so that's something where we really think about every single decision through the eyes of the value that we're delivering to them. And so that mentality combined with really thinking through what's going to scale and create a defensible company creates this really specific framework that we put every single action through.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  24. “The early days and going from zero to one, we knew exactly what we needed to do and spent the time executing and then balancing that with finding the people that were smarter than we were to ask very specific questions. And then we would weigh their input and to figure out how that would meld in for us to go about achieving our goals.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  25. “Yeah, that's a great question. So going from zero to one, from Justin idea to creating a company is really hard. And we had a very rigorous approach for getting modern fertility off the ground. So we went through my co-founder, Carly Leahy, and myself and built a three-month Guant Sharp. And we essentially tagged all of the things that we needed to do. We had line items for every single task that we had to get done. And we went through every single day and coded the day. We color coded who was responsible, who was the owner for the task. And then every single day, we had this document, which we called A-C, and it was two columns, and we would go through and rank prioritize everything that we were doing in the day. And we basically just wouldn't go to sleep until it was done. And then we go back to our Gantt chart and we put a smiley face in every single cell once we had actually gotten through it. And so I think that what we were able to do.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  26. “Women, no matter where they are, and their reproductive career or reproductive planning cycle, and help them understand what's going in their body and have the toolkit to just think through some of these decisions so fertility can turn into something that is more proactive rather than reactive. And that is our first product is our home hormone test that it can actually be done at home or by swinging by a local laboratory. And it involves physician reviewed results on key fertility hormones, a one-on-one consult with a fertility nurse access to join our weekly webinar, which we call an AGANAR, and all of that for $199.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  27. “Success rates, just how all of this mapped together. And that was the real aha moment. I realized that every woman was thinking about fertility. It was something that was top of mind. It was something that she was discussing with friends. But there were no tools and there was no education to help women think about and learn about their own bodies. And so modern fertility really was born as a fertility education company. But we knew that there were better predictors of future fertility than just age. And so we wanted to take all of that information, combine it together, and make it as easy as possible for women to access. What modern fertility is today is we take those same laboratory tests that are done in an infertility clinic, typically when a female or couple is having trouble getting pregnant. We take those same tests out of the clinic and make them available to women earlier in life. And so the idea is we can start to educate.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  28. “The testing has to be done in some cases on day three of a woman's menstrual cycle, so I had to wait until the next month, go into a laboratory location, get the testing done, bring it back to the doctor to have an appointment, to sit down and interpret it. And when I went through that whole process, the results that I got were just incredibly impactful. I was able to learn about my own body and my own timeline, just really think through my own plan. But the kicker was I got a bill in the mail a few weeks later for $1,500. Wow, yeah, so while the information was impactful, the process, the price, there were just a lot of pain points. But through that entire procedure, it was pretty vocal about just what I was doing and the research that I was doing in the fertility space. And I at first had friends and friends of friends, and eventually hundreds of women that I was talking to just about fertility and how they were thinking about fertility and the fact that there were so many questions about fertility decline, egg freezing.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  29. “Really stuck with me. And I ended up leaving private equity and really following my passion to dive deeper into personalized medicine, women's health, ended up moving out to the Bay Area and had a hand in helping launch for separate companies and most recently had worked at 23andMe, the Director-to-Consumer Genetic Testing Company running their consumer tools division. And it was while I was at 23andMe that I realized that I wanted to wait until later in life to start my own family. And I remember this type of baseline blood testing that I had learned about back when I was in private equity. And I started to do my research. So I went to my OBGYN and I asked if they could run these labs and my OBGYN said no. They were, why are you thinking about fertility? You're not 35 yet, you're fine. But I knew there was more to it. So I actually went into an infertility clinic and had a console, got my test ordered, had to”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source

  30. “Yes, great question. So, my introduction to the infertility space was actually back when I was working in private equity. So my job was to look at different areas of healthcare that were interesting, growing, had some consolidation potential, and I was actually just really interested in women's health. And I was looking at these trends of women waiting till later in life to start their families, the growth of the infertility space, and I ended up leading the diligence for an investment in a network of IVF clinics and labs. And so it was through that process that I learned in the business side, I learned the science side, but it was really the emotional aspect that stuck with me. I was talking to so many women who just kept saying, you know, I wish someone would have told me that fertility declined with age or I wish someone would have told me that IBF didn't work for every single person and it wasn't something that, you know, you could just pay more money and it would work out. And so that kind of human element in those conversations.”

    2018-10-05 · The Twenty Minute VC · 20VC: Why Entrepreneurs Should Let Everyone Rip Apart Their Business Idea, How To Construct Frameworks for Success & Why You Should Not Always Test Your MVP with Afton Vechery, Founder & CEO @ Modern Fertility · IDENTIFIED FROM THE TRANSCRIPT · source