Having a “drink” with Jack Goldberg, Cofounder of Nhance

Davis Joseph, a 2019–2020 Shoemaker Scholar, spoke with Jack Goldburg depicted to the left.

About Jack

I had the pleasure to meet with Jack Goldburg and learn about his startup Nhance. Jack is a junior studying Informatics with a minor in Human-Centered Computing. He co-founded Nhance with Nick Coppola who is also a junior studying Finance.


 Can you tell me more about Nhance?

“We came up with the vision for Nhance in December 2018”. Nhance is a terpene-based beverage company that really wants to improve the experience of drinking flavored water by creating beverages that utilize natural compounds — terpenes — found in most plants to help you relax, boost your mood, and improve your mental and physical health. Our beverages will be calorie-free, sugar-free, and refreshing.


Can you expand on terpenes? Like what they are and why they matter?

Terpenes are natural molecules found in tons of plants like lavender, black pepper, lemons and so on.

Different types of terpenes affect you physically and mentally. For example, limonene, a terpene found in citrus plants and peppermint, acts as a mood booster. Pinene, found in conifers, has been shown to improve alertness and memory retention. They are fragrant and aromatherapeutic. They matter because they can make you happier and improve your health unlike most beverages on the market.


How did you go about starting your startup?

First, I talked to Travis Brown, one of the deans for Innovation, Entrepreneurship, and Commercialization about the idea. Before all that though I was going to the Shoemaker Center for events and workshops hosted by the Ideation, Creation, and Entrepreneurship club and the Shoemaker Scholars. Those events and workshops really helped me find my footing by introducing me to the basics and the lingo of startups. There’s a really good community here at IU to help support me and other student entrepreneurs. Even though we’re all working on vastly different things we share a lot of the common frustrations and trials of having your own startup.


What was the hardest thing to do in your startup journey?

It’s always hard going from ideation to creation. I’ve found it difficult to sit down with the ideas that I had for Nhance and decide what needs to be done, when to do what, and how do go about doing what needs to get done. The hardest thing for me to figure out though was where to even start.


What was the most enjoyable part of your startup journey?

It’s so much fun to learn deeply about the things you want to learn about. It’s fulfilling and rewarding working on Nhance with Nick and other people I’ve met along the way. I personally love reaching out and talking to new people to learn more about the beverage industry and to connect with other established people in the industry.


What are your next steps for Nhance?

We are going to finalize our flavors. Currently, we have two flavors that we are actively working on, watermelon basil and pear ginger. After that, we are going to work on creating the branding, marketing, and the website for Nhance. And then we are going to test the flavors in Bloomington and get feedback. Feedback and consumer research is super important.

Do you have any advice for any fresh-faced or budding entrepreneurs?

  • Be persistent but also keep in mind that you don’t have to do everything on your own.

  • It’s great to reach out to people, students are well-received by a lot of people in the industry.

  • For those further ahead in the process, keep your eyes on testing your minimum viable product.

  • You have plenty of time as a student to do what you want to do, you just have to make time for it.