Scott Hickle built Throne Science around a startup idea most investors thought was too unconventional: a device that transforms your toilet into a health tracker, monitoring your health as effortlessly as a smartwatch. After nearly 100 investor rejections, he and his team kept refining the product, driven by a mission to detect early signs of diseases like colorectal cancer before symptoms appear. That persistence helped them raise $4 million in seed funding. In this episode, Scott shares how entrepreneurs can validate unconventional products, raise capital despite rejection, and build demand in a market consumers don’t yet understand.

In this episode, Hala and Scott will discuss:

(00:00) Introduction

(01:27) How Throne’s Smart Toilet Device Works

(07:56) Throne’s Mission to Detect Cancer Early

(17:22) Launching Throne in a New Product Category

(23:55) Pivoting Away From a Failed Nurse-Staffing Startup

(32:27) How Scott Raised Millions After Pivoting

(42:35) Marketing a Product Customers Don’t Understand Yet

(49:46) Lessons From Scott’s Costliest Business Mistakes

(1:00:03) Throne Science’s SWOT Analysis

(1:08:37) Smart Toilet Costs, Pricing, and Margins

(1:13:14) Building a Mission-Driven Hardware Startup

Scott Hickle is the co-founder and CEO of Throne Science, a health technology company building a device that attaches to a toilet and tracks gut health, hydration, bathroom habits, and prostate health. Before Throne, Scott and his co-founder, Tim, built a nurse-staffing marketplace called Pineway before pivoting into consumer health hardware. Throne’s long-term mission is to develop technology that can help detect early signs of colon cancer, bladder cancer, and other cancers of the lower gastrointestinal and urinary tracts.

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Sponsored By:

Indeed – Get a $75 sponsored job credit to boost your job’s visibility at Indeed.com/profiting

Shopify – Start your $1/month trial at Shopify.com/profiting.

Northwest Registered Agent – Get a complete business identity with Northwest. Visit northwestregisteredagent.com/YAPFree and start using free resources to build something amazing.

Mindstone – Master practical AI skills without the complexity with Mindstone’s AI Competency Programme. Head to experience.mindstone.com/yap and get 10% off.

AT&T – Stay connected with reliable, secure internet built for entrepreneurs. Switch to AT&T Business at business.att.com.

Quince – Make your summer wardrobe feel easier. Go to Quince.com/profiting for free shipping on your order and 365-day returns. Now available in Canada, too.

Resources Mentioned:

Scott’s Company, Throne Science: thronescience.com

Scott’s LinkedIn: linkedin.com/in/scotthickle

Scott’s Instagram: instagram.com/scotthickle/

Scott’s Twitter: x.com/ScottHickle

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Entrepreneurship, Entrepreneurship Podcast, Business, Business Podcast, Self Improvement, Self-Improvement, Personal Development, Starting a Business, Strategy, Investing, Sales, Selling, Psychology, Productivity, Entrepreneurs, AI, Artificial Intelligence, Technology, Marketing, Negotiation, Money, Finance, Side Hustle, Startup, Mental Health, Career, Leadership, Mindset, Health, Growth Mindset, Passive Income, Online Business, Solopreneur, Networking