Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Barry Renow, CEO of Alliance Design & Development Group (ADDG), located in Matawan, NJ, USA.

What's your business, and who are your customers?

Named Best Foot Protection Product of 2020 by ISHN, SelectFlex® is the world's only adjustable insole with a patented PowerLiftArch™ suspension system and 3 selectable levels of support. SelectFlex insoles are designed to dynamically lift the foot into alignment with the body, correct posture and pronation, and provide energy return with every step. Certified lab tests proved SelectFlex provides up to 89% more arch support, increases arch deformation control by up to 65%, improves ankle alignment and stability by up to 50%, and alleviates up to 30,000 pounds of lower extremity pressure per mile. At a fraction of the cost of custom-made orthotics, SelectFlex adjustable arch insoles offer individuals as well as employers a customized solution that prevents injuries and enhances performance while reducing worker's comp claims and raising productivity.

Tell us about yourself

I have 25 years of diversified banking & corporate experience. I served as President & Chief Operating Officer of PopCorner, a "better-for-you" snack company selling to a private equity group in 2018. I started working with ADDG in the hope of bringing relief to people through human augmentation assistive devices.

I am motivated by seeing the results of SelectFlex, our first commercialized product using our variable-resistant beam technology to bring relief to people moving toward the long-term goal of leading CG "pain-free" lives.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is making a difference in Musculoskeletal Health. As CEO of Alliance Design & Development Group, I'm proud to be heading a company whose core mission is to create advanced assistive human augmentation devices to help people lead pain-free lives. Our core technology is the Variable Resistance Beam (VRB), a patented system that provides an adjustable suspension range and/or resistance to bending by storing, then smoothly releasing energy in proportion to the degree of deflection. The inception of SelectFlex Arch Adjustable Insoles began by using VRB to support foot arches and absorb compressive energy on the down step, then release it on the off step in a sinusoidal motion that maintains continuous comfort throughout the gait cycle. The adjustable VRB provides three levels of dynamic arch lift, firmness, and support that are easily changed with a simple key turn. It took 5 years of research, product design, engineering, manufacturing, testing, and strategic planning before I was able to successfully bring SelectFlex to market. It's been a privilege contributing to the birth of such a groundbreaking healthcare technology.

Additionally, having SelectFlex named as Best Foot Protection Product of 2020 by Industrial Safety & Hygiene News (SelectFlex ISHN Award Link
https://selectflex.com/pages/awards-media) was also a huge accomplishment. This award represents the ultimate validation of many years of hard work. It also recognizes the technological achievements of Peter Tarlton, our CTO, and inventor of the VRB suspension system that powers SelectFlex. This same technology is in the process of being built into other prosthetic and orthotic products that are designed to relieve pain and promote efficient recovery from fatigue, overuse, or injury.

What's one of the hardest things that comes with being a business owner?

The hardest thing that comes from being a business owner is opening doors to introduce a new product. Persistence is key.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Know that you are on call 24/7.
  2. Understand the dynamics of the channels you are selling in an ever-changing digital environment.
  3. Make sure you are well capitalized.

Where can people find you and your business?

Website: https://selectflex.com/
Facebook: https://www.facebook.com/SelectFlexOrthotics/
Instagram: https://www.instagram.com/selectflex/
Twitter: https://twitter.com/SelectFlexOrtho
LinkedIn: https://www.linkedin.com/company/addg-selectflex/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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