I Feel You, A Fortify Wellness Production
Bettina Mahoney the Founder/CEO of @atfortifywellness is a rape survivor who started her brand after struggling to not only find a therapist, but multiple mediums to heal through her trauma. Fortify Wellness is a 360 holistic platform offering therapy, coaching, fitness, and meditation on one subscription platform. We dive deep with our trailblazing guests about overcoming adversity.
I Feel You, A Fortify Wellness Production
Decisions That Define Us: Jordan Scott's Entrepreneurial Journey
Jordan Scott takes us on a deeply personal journey through the highs and lows of being a solo female founder in the tech world. As the creator of Cobble, an app helping people make better decisions together, she's raised over $3 million, grown to 100,000 users, and recently navigated one of her darkest entrepreneurial challenges – running out of runway and having to completely retool her business.
More about Jordan Scott:
Jordan Scott is the founder and CEO of Cobble, an app that helps people make better, faster decisions together. As a solo, female founder, she has raised over $3M, grown Cobble to 100K+ users, and launched in 7 cities—all while balancing motherhood. Jordan is passionate about entrepreneurship, decision-making psychology, and building technology that enhances real-life connection.
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Welcome to I Feel you a Fortify Wellness production season seven, where we explore the real stories and strategies that help you strengthen your mind, body and soul. I'm Bettina Mahoney, your guide on this journey to a healthier, more vibrant you. Here's a quick reminder this information shared today is for your inspiration and knowledge, but always consult a healthcare provider for any medical concerns. I am so excited to welcome Jordan Scott, the founder and CEO of Cobble, an app that helps people make better, faster decisions together. As a solo female founder, she has raised over 3 million, grown Cobble to 100,000 users and launched in seven cities, all while balancing motherhood. Jordan is passionate about entrepreneurship, decision-making, psychology and building technology that enhances real life connection. Please welcome, jordan Scott.
Speaker 1:Hi Jordan, thank you so much for joining me on the podcast today. How are you? I'm really great. How are you? I'm so glad to be here. I'm so glad to be here too. I'm so excited to have this conversation with you and you've done incredible things in your career. And no CEO, no startup founder, just Jordan. If you think about who you are, when you take away all those incredible titles, when the lights are off and there's no audience, who are you really? There's no audience. Who are?
Speaker 2:you really? Yeah, wow, a big question to start. I think, you know, in the last few years, definitely impacted by having children, it sort of made me the most real version of myself that I've ever been. They're just little miracles. They came out of your body and now they're people and it's just absolutely unbelievable and it's like the most proud I've ever been of myself for having them and for raising them and for, you know, continuing to be myself, even with them.
Speaker 2:Something that I just have always felt really passionate about is that I can continue to like be a great business owner and leader and be inventive and try all these you know, hard, hard things and running a startup while also being a mom and I think that's really where most of my like joy comes from is like continuing to think super creatively about my business, about what we can do with it, but also just being around my kids, being with my husband, doing date nights, doing, you know, trying new experiences with each other.
Speaker 2:Actually, I just read recently that said, if you do a new activity or a new experience with your partner, it like simulates the beginning of dating again, because you're seeing a version of this of your partner that you've never seen before, because you're seeing a version of this of your partner that you've never seen before, cause you're doing something you've never done before and I absolutely love that. And then the last thing that really brings me joy is books. I read constantly. I love, love, love reading. It's kind of what I wish I was doing all the time.
Speaker 1:Yes, I also love reading and I also love research. Like a geek, I love that, all of that. I think founders, they're always curious. When I listen back to all of the episodes, I'm always like I'm curious about blah blah, blah, blah blah, and I say it so often. Do you think in a sense, when you had children, you sort of reinvented yourself? There was kind of like a reawakening from who you were before children?
Speaker 2:You know, I I always knew that I wanted kids, so it was something that I did just deeply always know about myself. But of course, like once you have them, it's a, it's just a totally eyeopening. I mean, I always say that it's like there was a color that just appeared that has always been there. But you're like where has this been? I've just like never seen this color. That has always been there. But you're like where has this been? I've just like never seen this color. Um, and that's that's what having kids is like you just you have to reshift, you know everything. Um, but my husband and I were just talking the other day and we were like it's so funny when you just think about a memory before having kids, like I thought I was busy, I thought I was like deep, like I don't think I, I don't think I really was. Now that I have kids, it's like kind of insane to think about.
Speaker 1:I love that. I've also always known I wanted kids for sure.
Speaker 2:Yeah, they're really, you know they're. It's especially pregnancy Um, my second pregnancy I just had my second daughter five months ago Um's like that pregnancy is. I had gestational diabetes for both pregnancies and that's just like not only does it mess with your body and you gain so much more, but your brain like the low blood sugars and stuff like really really impacted me at least, and it was I really would consider it one of like my darkest periods. Like work was really. I like barely could do work. I was just so like in just the worst place.
Speaker 2:And then now it's almost like as soon as you have the baby and just the gestational diabetes goes away and like you sort of like normalize again and I, because of that massive sort of difference between how dark I felt then and how wonderful I feel now, it's like the most confident, hopeful and like excited I've ever been about what I want to like accomplish in life. So sometimes you need those like massive differences to like really appreciate too, what, what you've got going on and what got you through that dark time appreciate too, what, what you've got going on and what got you through that dark time.
Speaker 2:Honestly, so much of it was just time. I knew it had an end date. I knew pregnancy was going to end, you know, within X amount of months, and all I could do was just sort of try to stay present, take care of myself as much as I could and just really try to get through it. But it was about. It was a tough time for sure.
Speaker 1:Wow, and you seem like you have such a balance and such a self-awareness for who you are, which makes sense, considering you created basically like a decision making platform, which is really cool. You've probably alluded to it already, but can you tell me about a decision that challenged you that you still think about as a founder?
Speaker 2:Oh, I mean, it's never ending. But I'd say something that really challenged me recently was the end of 2023, we were running out of runway. We had raised over $3 million in 2020. And we just weren't where we needed to be in order to raise a Series A, and I had to, of course, decide, you know, like who am I letting go? How am I going to retool this business? What do I cut? That isn't working? How do I shift my focus to basically just stay alive with no money? What does that look like for me? For our family?
Speaker 2:It was definitely an extremely upsetting time, but, that being said, now I look back and feel, like, really proud of what we built, and I think, when you aren't able to raise another round for whatever reason, also like economically, it was a really bad time. You know that's an excuse, though, like ultimately, the business was not where it needed to be and because of that, I really was hard on myself and was like what have I even built Is? This has no value, all you know, you get really dark with it. But now we've actually successfully retooled the business.
Speaker 2:My CTO and I stayed in the business and I was able to continue to pay him. I had to turn my salary off and let go of our. We were seven full-time people and we went down to two full-time people, and one of which was me, and I turned my salary off but to just sort of keep the tech running, pay our CTO and we were able to sort of turn the tide. And now again, I'm so, so, so excited about what we've built, and more than that. I wouldn't have been able to do what we're doing now if I hadn't built what I built in those first three years. So now I look back and I'm super grateful and proud of what we built and know that it has a ton of value and it just needed the right time and the right push to, you know, go this new direction. So the opportunities ahead are are more exciting than ever, but it took like a pretty shitty moment to um to get here.
Speaker 1:What was that like for you as a founder to have to let people go because of the runway?
Speaker 2:Yeah, I mean I think that I handled it well, um, being that I was super transparent with my team, starting in January of 23 that we you know it was no one was unaware of, like when the runway was out, if I didn't raise money. So it was sort of like December of 23, if I don't raise money by July, august, september. You know, I was just constantly bringing it up in every all hands meeting and then when we hit September I was like you know, I haven't raised money. I don't think that it might not happen. Still, I'm going for it as much as I can, I'm having meetings every day. But you know I want you guys to know that December everybody's salaries turn off and you know I fully support you in looking for something else. If you need to look for something else, of course I'm, I'll be a reference. Um, and then I let everybody stop working in November and they got paid through the end of the year and and that was that.
Speaker 1:Wow, and what was that like for you to go? Okay, now we have to pivot. What did? What did the decisions look like pun intended, because you do have a decision making app. What, what decisions did you have to make to really push it and maybe get to a place where, like you're, like okay, I'm ready to raise and building out this traction, I'm developing and changing up the app and scaling the app? What was that like for you?
Speaker 2:Yeah, I mean, I think that the idea of where we're going now was sort of always bubbling under the surface, but we were so consumed with what we had already built and trying to iterate on that and make that work. Just to give some context, we have a consumer facing app that helps people make decisions together on how they spend their time, so you and your partner, or you and your friends, or you and your family can make decisions like where do we all want to go to dinner, what do we want to watch on Netflix tonight, or you know a whole bunch of different things. And we got, you know, over 60,000 users. We had over 100,000 downloads. It was, you know we were making.
Speaker 2:We were having traction, but we didn't figure out how to really turn on repeatable revenue. Yet we were getting kickbacks from a few different partnerships. When people made decisions successfully and a purchase or a booking or something happened, then we would get a kickback. But it wasn't enough and we also weren't growing as fast as we would have liked. So what we decided to do, what we're doing now, alongside growing the consumer app, because it's still our sandbox, it's our experimental place.
Speaker 2:It has 60,000 users that we can continue to test things with quickly, but we noticed that a lot of businesses, of course, also care about helping their customers make decisions, and we kind of our pitch is people don't make decisions completely on their own. When you're booking an Airbnb for the bachelorette party, you have to talk about what place works for everyone and what date and how much, and so basically now we're selling our technology that we built as sort of a SaaS company for other companies to let their customers make decisions on what they book and buy and do. So it's finally making money. We have totally new life breathed into the company and, yeah, I'm just really thrilled it's going really well.
Speaker 1:Wow, I love that transition that you made and I know how hard it is for women to raise capital VC funding and I want to talk a little bit about that because and kind of pivot a little bit I know that you raised millions. I'd love to learn more about the hardest part as a woman in tech raising it can be really tough. I know because I'm currently in the process of raising. It's very, very tough.
Speaker 2:Yeah, it's hard. It's hard for everyone, of course. I mean I went in, you know, as a first time no co-founder, solo and female founder. It was my first company. I was by myself and I was a woman, so I think I had the perfect storm.
Speaker 2:And people do have biases, of course, whether they recognize it or not. Biases of course, whether they recognize it or not. But you have to go into every meeting with full faith in yourself and I think that confidence is contagious. It certainly was from my experience raising the first time. I was extremely passionate about my idea because it was the idea stage. I, you know, had done some like successful things in the past that were sort of unrelated to what I was starting. But I had that confidence and you know whether or not people were like I don't like that, you haven't started a company before, I don't like that you're, you don't have a co-founder and I don't really believe women can do this. I mean, no one's going to say that but they did appreciate that sort of excitement and that confidence and that faith that clearly I had in myself.
Speaker 2:I think that the second time around, when you have raised $3 million and now you're looking to raise more money and you might not have the numbers as incredible as is required in order to do a Series A. That's when I wonder. Of course I was not successful in raising a series A. We'll see what happens now. If we can just bootstrap from here on out, that would be my choice. But I think that's where I don't know how much of a bias there might have been If there was a male founder that had the same numbers as me. Would they have? Would they have been able to squeeze it through? Could they have raised a series a? I don't know Um, I wasn't, and that's all. I know Um, and.
Speaker 2:But at the same time I stick with that sentiment of like I don't think I was going into those meetings as confident as I was the first time and I'm sure that was contagious.
Speaker 2:So women need to really just like believe in themselves. It's so cliche, but that I really do think is the contagious part. I know you are in the middle of fundraising and something that I think no one like prepared me for with fundraising is like that moment that you're in a meeting and the investor has no questions and you can just sort of feel that they've already written you off, but they're just like kind of going through the motions and they're just like how can I get off this call? And that is so gut wrenching and it really makes your confidence take a hit. But if you're getting that sense, like you guard your time, you say like it was so great talking to you and like it doesn't seem like this is a fit and you move on to the next Cause just feeling like you're trying to claw back. You know their interest is just so not worth it.
Speaker 1:I agree, and I think, as women, we will also be. For myself, there are times earlier on in the idea stage, I didn't feel like I deserved to sit at the table. And I I've changed that mindset because, you know, I've taken an idea product right Before even exists to taking it into existence. And then now we're, you know, heading into launch, like next month, and and that's the coolest feeling and I think I I caused the VC raise earlier, way earlier on than what I wanted to because it was important to me to prove to myself, and then share the investors, that I could build out my own traction, like I knew, because I had faith in myself and I know you do too. You have faith in yourself and you bet on yourself that I could do it, and I knew that for myself. I wanted to prove it to myself and then I also wanted to prove it to other people, in a sense.
Speaker 2:Totally. And you also that you need to learn that again and again and again, Like it's. It's not just like you get it once and then you're good for you know, like I said, I had that confidence the first race. I was so excited and was like we can do this, we can build this and we did do an amazing job. It's like you shouldn't also let VCs not investing in you weirdly tell you that you didn't do what was right or what was impressive or what was what was value, and so, like, I had to like, relearn that again, and that's what gave me the ability to pivot the business, to expand the business. And you know, of course, there's that little bit and I'm sure you feel this too there's that little bit of like I can't wait for all the VCs that were like're going to pass, you know, to be like damn it.
Speaker 1:That's what drives me, though? Like all the no's, I'm like yes, yes, you know, it amps me up. I'm so competitive by nature. I grew up as a competitive dancer and so I'm very regimented, and so no is like all right, that's just static noise to me, you know, and also most investors.
Speaker 2:And again, this is the gut-wrenching part is like they don't even say no, they just don't answer, they just ghost, they just like. And that's even worse.
Speaker 1:Right. They're not direct, is my experience. They're not very. I'd love them to just say I'm not interested. That's fine, what's so? What's the hardest part about scaling it out? Not so what's the hardest part about scaling it out? Not just growing it, but making sure people stay, and I know that might be the current stage that you're in right now.
Speaker 2:You know, I think it's true. You know we went from B to C and we're still doing B to C, but we are now in B to B to C. So the consumer is still our end user. But making sure people stay like it's constant iteration, it's the same for anything you're building. Stay like it's constant iteration, it's the same for anything you're building.
Speaker 2:You need to speak to your customers, your, uh, your users, your whoever um constantly iterate, constantly experiment and quickly. You know, I I think there's always really small tweaks that you can just test and throw in and see what happens and then, you know, build off of that Um. I also think that, you know, constant iteration is what keeps people sticky, because they're like seeing the movement and the forward momentum that you have, and I think that that's attractive to to both customers. Like for our B2B side of our business. Now we have this MVP for the. We have this unbelievable thing that we built with the consumer app that now we're just applying to B2B, but we're also, you know, adding more value, adding more features, improving the product. So it's sort of like, once these early companies are signed up with us, they just get all the upside of everything we're learning, and I think that is what keeps people around too.
Speaker 1:That's so interesting. And you know a company that really experiments with marketing. A lot is Poppy. I don't know if you're familiar, yeah, but I've been studying the founder, alison Ellsworth, because she from where she, where she took that company from like like farmer's markets to getting money on Shark Tank to now having it everywhere Amazon, target, walmart, like everywhere. To now I think they just closed the deal with Pepsi, which is insane. But she talks about how she experiments 20% of their budget with just crazy marketing, just seeing whatever works, throwing something to the wall and like making it stick. It's just, it's very interesting and I'm such a fan of hers from like a founder. I'm curious, like, did you ever experiment with like any type of marketing that, like on paper made zero sense? But you're like, oh wow, this worked like magic, this really got new clients.
Speaker 2:Yeah, you know I think that I'm thinking of, like you know, we've done so many more marketing efforts with the consumer app that that's what I'm thinking about. One of one of our most successful sort of initiatives was um, and I don't know if I was like, oh, this will never make sense on paper. I was like, if this happens, this would be amazing. But if you know the media company Girlboss they're a pretty massive media company. We were a tiny startup but we pitched them on doing sort of this dinner with their audience, uh, where basically their entire you know, millions of subscribers and users uh voted using cobble on like what restaurant they would want to get together for, like a girl boss dinner. Um, and why I think they wanted to do it was we were able to successfully pitch that.
Speaker 2:You know we're here to help your audience connect with each other. It's fun, it's engaging. They're going to see what everyone voted on. They're going to. You know there's going to be a top match. We're going to host this dinner there. We'll sell tickets, we'll split the revenue. You know, we just really threw everything at them and they were like, yeah, and I think ultimately it worked because we figured out a way to deliver equal value, even though we were this tiny, tiny startup and they were this massive media company. I think there's always a way to prove that you are worthy of an interesting partnership, as long as you really think it through and you're focused on their value first and foremost.
Speaker 1:To me. That seems like a no-brainer To them. I would think that that would be such an asset to them.
Speaker 2:Yeah, it was like a nice way to engage their audience. And then, you know, we did all the work of like planning the actual dinner after everyone voted and, um, you know, we sold tickets and, of course, with their audience plus Cabo's audience, we sold it out really, really fast and then actually hosting the dinner and getting all the social content from that. It was so much fun, it was great. It's definitely something I want to try to replicate with the new. It's honestly, that was like a mini version of the B2B business that we're now starting, because we let Girlboss help their audience make a decision, and that's what we're sort of doing with like our main focus now.
Speaker 1:I love that and I also love partnerships like that. I think it can empower and help both audiences. That's that was always my strategy, even like when we were, like months ago, when we weren't finished yet with the app. You know, it's all about building those connections and it's very helpful when you have a low marketing budget to have, like a B2B business. You know, working with other companies and partnering with other companies. You know.
Speaker 2:No, and I think that the more you think about again, like how does this help another company, the more it ends up helping yours. I know it sounds like counterintuitive, but you also just make really great relationships in the process and you never know when those can come back around and, you know, have an impact.
Speaker 1:Absolutely and unfortunately. I'm in a position with the app because I'm a wellness app, therapy, coaching, fitness, meditation and one subscription platform Like I'm in a unique position because no one can deny that we're in a mental health epidemic right now, you know. And so everyone's like, yeah, you know we need this, we need something right, because I'm very big on sustainable wellness. You know I'm beyond this like self-care trend. You know it's not enough to go to the spa. We have to, like, learn some skill sets to manage mood, sleep and stress. You know we need to build on that, you know, so I'm a huge component on that.
Speaker 2:I'm so curious to see, because obviously what just popped into my mind is like changes happen in your life, whether that's starting a business, whether that's running out of runway for your business, whether that's having a baby and now you're not sleeping at night. You know like it's so interesting to see how a wellness platform like yours could sort of like blow with those, with those changes.
Speaker 2:And it you know, like you said, it's giving someone the tools because, no matter what situation they're in, they can sort of apply. You know, those tools. I don't know what happens when you're totally sleepless, like we are, but we're working on it.
Speaker 1:Well, you know it, it's interesting because I I started my platform after I I was raped and it changed my life and I was at rock bottom and I noticed all these other apps out there that I felt like missed the mark, like betterHelp very expensive, they don't really, they're in like a class action lawsuit right now. They didn't follow HIPAA and talks. With all these other apps they didn't relate to like the average everyday person. So it was really hard to feel seen and I noticed that obviously we have everything at our fingertips right now, you know, with, with our phones, we can Google it, we can chat, gbt something and get in and get, but I didn't know where to go and I needed something all on one platform. And so for me, I like to think of this as like a big hug to like everyone out there that like really really needs the support and feels unseen.
Speaker 1:You know, and that could be the mother that is up at 3am, that can't sleep. You know breastfeed, can't breastfeed. You know it's for, like the everyday mid twenties girl that just moved to the city and trying to figure out her life. She just got a new consulting job. You know it's for like that, you know, 40 year old mom, that's like.
Speaker 1:Oh no, my kid, you know, like I don't know what to do. She's moving to a new state and I miss her, like it's for that person and you know we need something relatable, we need something affordable, we need something that we can trust. You know, that was the biggest thing for me is I was so frustrated, I was in dire straits to like really feel good again and to work on myself and, um, I didn't. There wasn't anything out there that worked for me. Um, and so my perspective is mind, body, soul, you know, and so I'm really excited for people to use it, because I really want to help people. I get, you know, and I was saying that one of my advisors I'm like I just give a shit about people and she joked that should be the tagline.
Speaker 2:That's so good. No, you need to like do a whole series on LinkedIn. That's just.
Speaker 1:That's the title of it. Yeah, I just I love it. You know it's crazy as, like you'll appreciate this as a startup founder like the the extents that I am taking for privacy to ensure that, like, their privacy is protected with my limited budget, I'm like all these other billion dollar companies could do the same. Yeah, right, and they're just they're not, and so that was very telling for me. It was very eyeopening experience but you know, as you, you don't have a tech background. I don't have a tech background, but I'm very resourceful and I got an incredible person you know to be the developer on my, on my app for sweat equity, to build it and it's been such a fun brain candy experience. Learning about tech and bringing my ideas to life is so much fun.
Speaker 2:It's so true as, yeah, as you said, as a also not a technical person like you, it's amazing how much you can fall in love with like product and the experience of how people move through the product, and I, I'm very lucky and I hope you're in the same position that, uh, the first person to join the team that is technical is our CTO, and he's been with me now for five years and we're such a team and, um, I'm so grateful for, like his even keeled nature and like um again, just also like the loyalty of, you know, sticking with me through all of those up and downs and he could, he could be making 10 times the amount at, you know, one of these huge companies, but that's not his interest either. He wants to build something totally new. He wants to, you know, have the challenge of making this work and, um, everyone, everyone needs an Alex. That's what.
Speaker 1:I think, absolutely. I think I have an. I have an Andrew, which is probably the same, like what you're talking about. You need loyal people in the very beginning, totally, because you know there's so much at risk. You know very high stakes and it has to be one of those things where they can finish your sentence. And you know, and stakes, and it has to be one of those things where they can finish your sentence.
Speaker 1:And you know, and, and like Andrew knows what I'm thinking, before I even say it, like when we're communicating with our other developers, he's like I know what she's going to say, but I'm going to ask her, and then he's like I knew that's what you're going to say. So we, we really balance each other off really well, and so I'm like this is gold, like it's really hard to find people that love your baby almost as much as you. The same thing with my advisors. I have an advisory board and I'll get a text on Saturday night at like 10, like hey, I had this idea and that's the coolest part, that's what makes it so fun, and I do believe that's what got us to this point Totally.
Speaker 2:No, do believe that's what got us to this point. You know, totally. No, I'm I'm so impressed and it's true and it's, but you should know it's your energy that like attracted, that you know, attracted to Andrew and, um, I think you got to give yourself credit for that, because people like, again, that excitement is contagious and the passion is contagious.
Speaker 1:Um, so yeah, Like I said, I give a shit about people. You know I, as a leader, I'm always even to my advisors any any chance I have, because they're so busy there. You know this is not their only thing. To help them, I do it, I want to do it. You know it's. It's really important.
Speaker 2:I'm so excited to check the platform out when it's out too.
Speaker 1:And I can send you the our test flight link, you can check it out. Oh amazing, oh God, test flight life you know Lord I should be like fully gray right now, for real, for real, that's what product is for. So I'm curious um, fast forward 10 years. What's the legacy that you want to personally leave behind? In addition to Cobble Like, what do you want people to remember most?
Speaker 2:You know, I think that Cobble's legacy I want to be that we changed how people make decisions together and people led happier, more fulfilling lives because they weren't stuck in indecision and they weren't making poor decisions and they were really collaborating. And like I want to have that is that they changed. We changed how people make decisions. My legacy personally is that, you know, my daughters grow up in a better world because of that, the choices I made, the company I built um, and that, you know it, they can be proud of of their mom and hopefully also make the decision to. That. You know it, they can be proud of of their mom and hopefully also make the decision to either, you know, have kids, not have kids work, not work, but like, really feel um, proud of, like what they've chosen and that they can choose either or both and it's it's all. It's all what they were meant to do.
Speaker 1:I'm sure they will be as brave as their mom when they get older. I would love that and let me know how I can support you and what you're doing, and I appreciate your time, jordan. This was incredible chatting with you.
Speaker 2:So amazing. You've gotten my energy way up to tackle the rest of the day. So thank you so much.
Speaker 1:That's like the biggest compliment. Thank you so much, of course. Thank you for listening to. I Feel you a Fortify Wellness production where we empower mind, body and soul to reach new heights. Your wellbeing is your greatest strength. Nurture it, honor it and watch yourself thrive. If today's episode inspired you, subscribe, share your thoughts in the comments and come back next week for more insights, elevate your journey, stay empowered, stay true and remember you're not alone. I feel you is a fortified wellness production. All rights reserved 2025.