This episode is brought to you by Mercury.   The beauty of the entrepreneurial journey is its light and dark moments, says Lola Priego, founder and CEO of Base, a brand that helps develop nutritional and lifestyle plans for customers.   Calendar planning and "managing your burn" are two strategies Lola recommends.   "You have to manage your burn efficiently, revenue, and losses," she says. Right. And then, whether you're VC-backed or profitable, the financials are essential. And that's something that you as a CEO or founder cannot fully outsource."   She says that the fear of fundraising is another common challenge, but you must face it.   "There's no way to do fundraising without fear," Lola says. "People who say that they love fundraising, I understand that (but) I think they are lying if they are not scared."   For those getting started with Base, the website offers an interactive quiz to help focus on a health goal. The quiz results will help determine what tests and lab work are recommended. Base would then provide recommendations based on the results of those tests.   "It is not a one-size-fits-all," Lola says. "Even though our recommendations come from clinical trials supervised by nutritionists and doctors, sometimes certain bodies just do not respond to certain changes the same way."   Base offers other packages geared toward those who feel that "everything is off," Lola says.   "It gives them hope that there's something that they could do to improve those levels and therefore improve those symptoms," she says.   In Part 2, Lola talks about:   * Advice for other entrepreneurs considering a startup. * Understanding and conquering the fear of fundraising. * The story of a colleague at Base who struggled with work anxiety. * How the Base system works. * Why testing isn't a one-size-fits-all solution.   Join Ramon Vela and Lola Priego as they break down the inside story on The Story of a Brand.   For more on Base, visit: https://get-base.com/    Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.   *   The episode is brought to you by Mercury.   Mercury is the banking stack for startups & ecommerce.* Get FDIC-insured US accounts, virtual and physical debit cards, currency exchange, and domestic and international wires.   Easily create an account from your laptop, and non-US citizens are welcome to apply.   Connect to payment processors (Stripe, PayPal, Shopify, etc.) and instantly create virtual debit cards for inventory and ad spend.   Customize the banking experience with features like read & write API access, custom team management, and integrations with the tools your startup uses, like Quickbooks and Xero.   Keep growing with Mercury Raise DTC or with financing options through Mercury Capital. *Mercury is a financial technology company, not a bank. All banking services provided by Evolve Bank & Trust®️; Member FDIC.   Visit https://mercury.com/partner/storyofabrand