Building a start-up without experience, connections, or technical skills may seem impossible. Yet, this is exactly where the story of SQUP Gelato begins, as told by its CEO and founder, Emanuele Bianconi, during a talk with aspiring student entrepreneurs.
At just 23 years old, in Rome, Bianconi started his journey with no business background, no Excel skills, and no professional network. The only thing he was certain about was his motivation: helping others and creating something meaningful.
Together with a friend, an athlete, he decided to turn a real challenge into an opportunity.
It all started with a simple but widespread issue: his co-founder suffered from food intolerances and couldn’t find a suitable gelato.
In 2019, one of the best-selling ice creams in the United States was Halo Top, but it didn’t match the taste and expectations of the Italian and European market.
That’s where the idea came from: create a healthier gelato that also tastes great, designed for European consumers
This wasn’t just about innovation, but about solving a real problem: allowing people to enjoy something delicious without harming their health.
With no prior experience in the industry, the two founders began searching for laboratories, experimenting, and developing their product.
Today, SQUP Gelato is:
During his talk, Bianconi shared key principles for anyone looking to start a business.
First, don’t think like a traditional entrepreneur—think like a manager. A start-up is not a “normal business”: it requires discipline, vision, and strong execution skills.
He also highlighted the importance of understanding venture capital, which represents only about 5% of global finance.
This means: you need to understand how investors think and clearly know what they are looking for before pitching your idea
The Secret: Listen to Customers and Build a Strong Team
One of the most important takeaways was the relationship with customers. Talk to people. Ask direct questions. Gather real feedback. Successful start-ups are built on one key principle: solve a real problem
In the case of SQUP, as Bianconi explains:
“Everyone wants to eat something good without hurting themselves.”
Another crucial factor is the team:
Even in the age of artificial intelligence, the human factor remains central.
A common mistake among young entrepreneurs is focusing too much on social media.
Emanuele Bianconi explains that social media should not be the first priority for a physical product: first comes distribution, then comes marketing
Without market presence, even the best communication loses its impact.
The story of SQUP Gelato proves that you don’t need perfect conditions to start.
What truly matters is: believing in your own value, solving a real problem building a strong team and continuously listening to the market
For students and future entrepreneurs, the message is clear: don’t wait until you feel ready—start and learn by doing.
