Who hasn’t had a rough morning after a late night out? Sisun Lee, founder and CEO of More Labs, decided to do something about it with a drink that helps ease your hangover. And it’s backed by science, rigorously tested in the lab and among consumers in person and online, with plenty of feedback gathered to perfect the product. Along the way they went viral and More Labs went from 0 to $1 million in sales in their first few months. But soon they discovered that their product wasn’t what they thought it was… and their ideal target market was actually completely different.