We caught up with the brilliant and insightful Kevin Choi a few weeks ago and have shared our conversation below.

Kevin, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

Years ago, the spark for my Snactiv idea ignited while I was engrossed in a game of Counter Strike, juggling snacks alongside mouse clicks. Initially, I conceived the idea solely for personal use, never venturing beyond mental sketches. I relished the unapologetic act of using my pinky finger to navigate heated moments in the game, and let’s not forget the guilty pleasure of Cheeto-covered fingers.

Zooming ahead to October 2019, I had just launched WKC Designs, Inc., an industrial design consultancy, and the startup life was treating me well. Days were a blur of activity, punctuated by desk-bound snacking to keep pace with the influx of work. It wasn’t long before my workspace took on an unsightly hue. Cheeto stains adorned every surface, my keyboard became a slick canvas, and my shirts were adopting new, permanent shades. But what truly irked me was the irony: in my quest for efficiency, I found myself investing more time in finger-licking and wiping than actual productivity.

A cleaner, smarter snacking solution became imperative. So, I turned to Google, searching for a “Clean way to snack without using my fingers.” I half-expected to stumble upon an existing fix, but to my surprise, nothing quite fit the bill. The best I found were generic chopsticks. Thus began my experiment with chopsticks as workspace companions.

Weeks passed, and the inefficiency of this process soon became glaring. The constant cycle of picking up the chopstick, aligning the chopstick, eating, and placing down the chopstick was enough to drive anyone to the brink of madness. Just recounting it now stirs that familiar frustration. That was the moment of reckoning—enough was enough. And with that, the inaugural Snactiv was born.

I had a strong hunch this would click, driven by the fact that I’d witnessed numerous folks casually snacking with chopsticks. I Remembered that hilarious segment Ellen Degeneres did on tackling Cheeto stains. It hit the airwaves a year prior to my Snactiv brainwave (check out “Ellen’s New Ways to Eat Cheetos – https://www.youtube.com/watch?v=hu3Bx1UY3O0”). Even celebrities like Oscar Isaac opted for chopsticks in their chow-downs. It all added up, convincing me I was onto something big, especially given the avalanche of memes addressing this very issue.

That’s when I delved into some thorough research. I discovered that others were indeed grappling with the same problem, but their solutions were either gimmicky or just not there. These findings really got me excited and that’s when I started getting to work. What set Snactiv apart from its predecessors was that while they necessitated finger involvement, Snactiv allowed complete freedom for your hands and fingers to multitask. Whether it’s reading, clicking a mouse, or scrolling through your phone, Snactiv kept you mobile and nimble.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Greetings, I’m Kevin Choi. From a young age, I was captivated by the art of origami and drawing, a passion my parents recognized and encouraged. They envisioned me as a doctor or lawyer, as many Asian parents did, but they supported my creative journey. Thanks to them, I attended Otis College of Art and Design, earning a BFA in Toy Design.

I ventured into the realms of renowned companies like Disney Consumer Products, Hasbro, and Mattel. They consistently placed me in forward-thinking departments, recognizing my knack for creative problem-solving, even if my sketching skills weren’t top-notch. Sadly, many ideas from these “Think Tank” departments never made it to market. That’s when I realized I wanted to see my innovations come to life. So, I set out on my own, establishing WKC Designs, an industrial design consultancy.

Today, I wear two hats—managing WKC Designs and heading Inoobi, Inc., the parent company of Snactiv. Snactiv is just the tip of the iceberg. I’m eager to tackle new, unsolved problems that crop up in the future. Inoobi, Inc. embodies the fusion of “Innovation” and the Korean word “Bi,” meaning rain. Just as rain nurtures life and growth, Inoobi strives to be a force for positive change and inspiration through groundbreaking solutions.

We, at Inoobi, firmly believe in the power of creativity and innovation to revolutionize lives. Our goal is to craft intelligent solutions that elevate the way we live, work, and interact with our environment. We aim to simplify and enhance life by unlocking the potential of technology and imagination.

Can you talk to us about how your funded your business?

It all began with a simple observation from my close circle of friends and family. They voiced their desire for a product like Snactiv, emphasizing the need for its convenience and practicality. Their enthusiasm became the spark that ignited the entrepreneurial fire within me.

I kicked off by using my own savings as a starting point. The next exciting chapter played out on Kickstarter, a crowdfunding platform. Seeing total strangers not just showing interest, but also investing in my product was nothing short of surreal. It spoke volumes about the demand for Snactiv in the market and marked a major milestone in the early days of my venture.

And then came the grand stage of ABC’s Shark Tank. Stepping onto that platform was a surreal moment of truth. The exposure and validation I received from the esteemed panel of sharks was beyond measure. Their interest in Snactiv not only boosted my confidence but also opened doors to further opportunities and partnerships.

This journey, from friends and family expressing a genuine need, to strangers pledging their support on Kickstarter, and ultimately, the exposure and endorsement on Shark Tank, underscored the immense potential of Snactiv. It solidified my belief in the product and laid a strong foundation for its future success.

Let’s talk about resilience next – do you have a story you can share with us?

Dealing with counterfeit products and knock-offs has been a significant challenge in my journey. It’s a harsh reality that many innovative products face. That’s why, from the outset, I understood the importance of protecting my invention. I secured Utility patents and Design patents to fortify Snactiv against imitations.

Taking on these knock-offs is no easy feat. It’s like playing a never-ending game of whack-a-mole. Each time you deal with one, another seems to pop up. But resilience has been the cornerstone of our approach. We’re steadfast in our commitment to building a brand that stands for quality, exceptional customer service, and authenticity.

In the face of these challenges, we continue to forge ahead, knowing that the genuine value and uniqueness of Snactiv will shine through. We’re not just aiming to be a player in the market; we aspire to be the leading snackcessory company worldwide. It’s a lofty goal, but one we’re confident we can achieve with dedication, innovation, and unwavering determination.

Contact Info:

• Website: www.snactiv.com
• Instagram: https://www.instagram.com/snactiv/
• Facebook: https://www.facebook.com/getsnactiv/
• Twitter: https://twitter.com/snactiv
• Youtube: https://www.youtube.com/@inoobi-inc/featured

Image Credits
Jahzeil Faylona and Chris Lee