Remi Founder Freck Beauty interview

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Freck Beauty

About Remi, Founder + CEO of Freck Beauty

Remi is a design-loving, music-obsessed business owner and cat mom to Enzo in Echo Park, Los Angeles. Having grown up in cold and rainy Seattle, Remi was always obsessed with freckles, at a time when it seemed like everyone was trying to get rid of theirs. She started her career as an interior designer, but the idea of a freckle cosmetic was always lingering in the back of her mind. After attending college for branding and marketing, the idea for Freck Beauty’s rule-breaking brand voice and design-forward packaging began to take shape.

She later moved to LA, and after a couple of career changes and attempts at starting her own business, Remi launched Freck Beauty in 2017 with a hero product, FRECK OG – the world’s first freckle cosmetic. Since then, alongside her business partner and COO Des Wilson, Remi has expanded the brand into both skincare and color cosmetics, creating bold, clean beauty products for anyone who cares about ingredients, respects the process, and doesn't care about the rules.

Take us back to the beginning—what was the lightbulb moment for your business?

My background is interior design, and I never thought I would be in beauty. The path to launching Freck Beauty was really formed from a lifelong obsession with freckles. I’ve always wanted to be able to put on freckles since I don’t have any of my own (even though everyone thought I was crazy since this was a time where people wanted to cover and hide their freckles!). 

If ever there was a lightbulb moment, it was when I met my first mentor who had decades of experience in cosmetic manufacturing. She was the first person to say “this is actually a really interesting idea,” and her support gave me the confidence to start trying to put the puzzle pieces together on how I would actually formulate a cosmetic.

Did you write a business plan? If yes, was it helpful? If no, what did you use instead? Why did you take that approach?

Hell no. I mean, I definitely tried because everyone told me to, but it was so daunting that I found myself just doing the steps before writing them down. Sometimes it’s best to just dive in. Even now with my business partner, Des, we prefer to organize with bullet points, cocktail napkins, voice memos, Google sheets, pretty much anything informal. We tend to spend our time executing rather than organizing; not ideal, but that shit’s real. 

How did you come up with the name Freck Beauty, and what are some of the things you considered during that process? What advice can you share?

All of our products have cheeky names, but Freck Beauty is obviously derived from “freckles.” Most people don’t know this, but I had a ton of name revisions from the Kickstarter days to now: Go Freck Yourself (yikes, so agro); Freck Yourself (still agro); Get Frecked (too confusing to brand); Freck (confusion around our hero product name); and, finally, Freck Beauty. Whenever friends or colleagues are running names by me I always ask, “Can you visualize it on a billboard?” I knew Freck Beauty was the right and final name when I thought about it on a billboard over Sunset Boulevard in Echo Park where I live. Simplicity is key, I think.

What were the immediate things you had to take care of to set up the business, and what would you recommend to new founders reading this?

I think it’s really easy to get wrapped up in the housekeeping of a business early on. While that’s important, it’s not the point, and anyone can set up the housekeeping. Really invest the time figuring out your WHY because it's nearly impossible to stay focused, unique, and positioned without it.

What research did you do for the brand beforehand, and can you explain how you found and compiled that research?

I wanted to manufacture a perfect freckle cosmetic for myself and my friends, but before I dove into Kickstarter, I decided to run a Google Survey. It was a minuscule sample size, but I was able to ask 500 beauty-loving strangers a couple of key yes-or-no questions in 2015 like, “Do you think freckles are desirable?” and, “Would you apply freckles if you could?” This really shaped the way I approached the brand, knowing that I wasn’t alone in wanting freckles. 

How did you find the manufacturer or production facility you use, and what advice do you have for other founders looking for a trustworthy manufacturer?

In the case of cosmetic manufacturing, date your labs. Super time consuming, but I would recommend meeting with all the small-run vendors you find from referrals (or Google if you don’t have referrals). Small production runs are barely profitable for labs, so you almost need to sell them on yourself and your concept, because they’re taking on a risk, too—hoping that doing small runs for you will lead to bigger runs. Go into your meetings as your best self, excited about your project, and talk to the lab like they are a potential investor.

How have you funded your business? What advice would you give to aspiring entrepreneurs reading this?

The short story is that I raised a TINY round, bought back those investors after nine months, and didn’t take money again until a pre-seed round in 2019. It was a horrible initial experience. If you’re going to raise money, just make sure that you know and trust your early investors. After that, Des and I basically grew the business by using small private loans. It was ridiculously expensive, but it allowed us to retain equity as long as possible until we were really ready to fundraise.

Do you pay yourself, and if so, how did you know what to pay yourself?

Nada. Des and I both had multiple full-time jobs to pay ourselves (and any hiccups Freck faced) until about two years in. Not only was it not an option to pay ourselves, but we wanted to reinvest into the company by hiring the initial team and expanding our product line. Beyond the money though, I think it’s really important to keep a day job in the early days so you’re not putting too much pressure on the concept or yourself. Starting a business is hard AF without the added stress of having to also make rent every month. Plus, if you find the time to keep motivated after your day job, you know you’re really invested in your idea.

How big is your team now, and what has the hiring process been like? 

We have eight employees now and had just one 18 months ago, which has been a huge learning curve. I didn’t have hiring experience, but I did get to talk with interior designer Amber Lewis at Create & Cultivate Los Angeles and she gave some advice that I’ve never forgotten. I asked her, “When did you know you were ready to hire?” She said, “You just know, but when you’re there, put everything into training them. You’ll be working three times as hard, but you can’t expect someone to think like you if you don’t spend the time.” That’s the real truth.

What has been the biggest learning curve during the process of establishing a business? What mistakes have you made?

Without a doubt, the hardest part has been hiring, letting go, and trusting. In the past, we’ve hired people because we’ve been so overwhelmed and just needed someone. No matter how overwhelmed you are, it takes more time to train a position multiple times. Hold out for the right candidate who you fully believe in, who you’re excited to talk shop with, and who can teach YOU about their specialty. That’s where the most innovative ideas come from.

How did you promote your company? How did you get people to know who you are and create buzz? What challenges have you faced?

I almost completely gave up on Freck OG a year after launch because I couldn’t figure out how to get the product in front of people I knew would love it. I didn’t have the confidence to reach out to influencers and beauty bloggers at the time, and when I finally just bit the bullet everyone I spoke to was really curious about the product and open to receiving samples. I think just throw spaghetti until something sticks! And don’t be scared to try different marketing avenues until you find something that works for your brand. That being said, if you can find a CMO to be your business partner or co-founder early on, that’s a killer move that will only speed up your growth. 

For those who haven’t started a business (or are about to), what advice do you have? 

I love this question. I have a good friend who told me (after the Kickstarter failed and I was trying to figure out a way to market with my embarrassed tail between my legs) that I have “stick-to-itiveness.” That’s always stayed with me. Know that there are going to be so many ups and downs. Take it all in and feel it all. Looking back those are my favorite memories, and I’m so glad I and the team were able to overcome all the obstacles that we learned so much from.

What is your number one piece of financial advice for any new business owner and why?

It’s all about leverage. Keep as much equity as possible, for as long as you can.

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why?

If I could go back, I’d ask myself to listen to and trust my voice and point of view more. Don’t worry about following what other people are doing in your industry. The best concepts are ones that no one has come up with yet. Secondly, you can’t do everything yourself. Find amazing, experienced partners who can fill your weaknesses and are ready to sweat it out with you. Des essentially took a percentage of nothing with the vision that we could grow Freck together.

As a co-founder, how have you developed a good working relationship with your business partner? What tips can you share?

Des and I have a really unique partnership in that we have basically no boundaries. We’re best friends, business partners, co-managers. I’m her son’s godmother, and she’s the first person I call to bitch about my ex or neighbors with. We have literally no secrets. Once I helped her get her Diva Cup out. Idk, it just works for us. But doing some serious soul searching before you decide on a partner is key. If you know you need separation from work and boundaries, do you.

Anything else you’d like to add?

In the early days, I thought it would be out of this world insane if Freck Beauty ever made it to Sephora as the world’s first freckle cosmetic. It’s been my absolute dream since day one. We’re launching online on March 2nd and in stores on April 9th, and it’s a pipe dream come true! It’s been a wild and wonderful ride of so much growth and development. If you can see it on a billboard (or on a Sephora shelf) keep it up, you’re onto something big.

MORE ON THE BLOG

Jamila Powell Founder Naturally Drenched Interview

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Jamila Powell

tk intro

Jamila Powell founder of Naturally Drenched

Can you tell us a bit about your background and what you were doing professionally before launching Naturally Drenched?  

I am an attorney for the federal government. I am also an entrepreneur, mother, and the owner of one of the top texture salons in the country, Maggie Rose Salon. So much of the inspiration behind Naturally Drenched came from the day-to-day experiences I had with our trained stylists and customers within Maggie Rose Salon. I was able to see first-hand what our stylists would do for each unique type of hair texture. They would talk about the different needs of each kind of hair they would work with and about products they wished they had more of. This is when I first started to notice a lack of pre-conditioning treatments for textured hair and a lightbulb of inspiration went off. 

What was the “lightbulb moment” for Naturally Drenched? What inspired you to start your business and pursue this path? 

I think I had two major moments that really pushed me towards the path I’m currently on. First, I recognized how stylists at the Maggie Rose Salon were constantly in search of better products to use on natural and textured hair. And second, the COVID-19 implications on my salon really focused my headspace toward product innovation. I love working with hair but since I was no longer able to operate my salon, I turned to e-commerce as an alternative. 

Did you write a business plan? If so, was it helpful, and if not, what did you use to guide your business instead and why did you take that approach? 

While I know this is something I should have done, I didn’t write a business plan. I tend to go with the flow and if an idea sticks with me over time, then I know it’s something I have to pursue. Having a vision is key, but understanding a need to pivot from time to time is also a baseline for business expansion is important as well. 

How did you come up with the name Naturally Drenched? What are some of the things you considered during the naming process? 

It actually only took me a singular day to construct the name for the new brand. I really wanted something that sounded luxe but spoke to hydration. I wanted the name to represent how the product would react to naturally curly-girl hair: covered, dripping, a burst of hydration, environmentally-conscious, etc., and Naturally Drenched seemed to do just that. 

What were the immediate things you had to take care of to set up the business?

Building social channels and securing the domain name came first. When I decided to move forward with the project, I secured the trademark.

What research did you do for the brand beforehand? Why would you recommend it? 

I conducted first-hand primary research by reviewing what worked and what didn’t within my salon. Further, I did secondary research on oversaturated trends in the hair market and what needed further representation and lacked product attention. 

How did you find and identify the manufacturers that you work with? What was important to you during this process and what are some of the mistakes you made and learned from along the way? 

Initially, I found a few manufacturers through Instagram and then used Google to identify if they were a local company or not. I moved forward with contacting three but only heard back from one. It took time for me to understand the established buy chain because I formulated Naturally Drenched independently, without the help of a manufacturer. However, manufacturers ultimately have established relationships with suppliers and I have learned that they build off of where the formulator secured ingredients and go from there. Additionally, I have seen how ordering new items in bulk can lead to backorders. 

Photo: Naturally Drenched

How did you fund your business? What were the challenges and what would you change? Would you recommend that route to other entrepreneurs? 

I am self-funded by choice. I haven’t had a lot of success in partnerships in past ventures, and frankly, I find it easier to carry the weight on my own two shoulders. Personally, I believe if financially possible, funding a project yourself is the best way to launch a startup. Here, individually, you can potentially run out of money, so take into account what it’s going to cost to produce, manufacture, and market the product. If your product is top of the line but has no market share or recognition, it really just doesn’t matter how good it is. 

Do you pay yourself, and if so, how did you know what to pay yourself?

Currently, no, I do not pay myself, and I don’t have plans to do so in the near future. I return all profit from Naturally Drenched right back into the company.

How big is your team now, and what has the hiring process been like? 

I am my team but you can outsource your team. You need to find people you can trust to make a recommendation. My design team and PR team have been great. I have a team member that does my Instagram graphics whom I got from a referral. To be successful while going through the hiring process, focus on recommendations, remain active in listening to podcasts, Zoom calls, and panels, and always vet a potential hire and see the results they’ve been able to produce for other people.

Did you hire an accountant? Who helped you with the financial decisions and setup? 

I do have an accountant and bookkeeper. They don’t help me with financial decisions, as that is typically left to both my boyfriend and my mom. It’s important to have an accountant or bookkeeper because you need to look at your numbers weekly to know if you’re losing or gaining money. In the long run, you are saving yourself time when you have to do taxes. Always know where your money is going. 

What has been the biggest learning curve during the process of establishing your business?

Marketing. Trying to figure out what makes people buy your product is a challenge within itself, and understanding how to move past “surface-level” marketing is an additional challenge.

How did you promote your company? How did you get people to know who you are and create buzz? 

PR of course! We also use the product in the salon and I've reached out to stylists and influencers. In addition, I secured inclusion in a subscription box in Germany. All of these ideas are a good way to get the word out and the product in peoples’ hands.

You’re an entrepreneur and a mom. How has being a mother changed your priorities and your focus in terms of your career? 

Being a mother makes me work harder. You really want to give everything to your child and it just makes me do more. Also, having a daughter helps me put things into perspective because there becomes a point where I say “enough is enough” and I have to step away from my workload and spend quality time with my child.

Do you think motherhood has made you a better business person? 

Absolutely, yes! Motherhood changes your mindset, your patience, your adaptability, creativity, and basically everything else I forgot to mention. 

Do you have a business coach or mentor, and would you recommend one? 

I don’t have a business coach, but I have “business besties” whom I talk to all the time. All of these women are at different points of their entrepreneurship journey! I recommend having people you can talk to openly who can give you insight on places you're trying to go, and how to get there.

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap? 

Have a strong marketing plan! 

What is your number one piece of financial advice for any new business owner and why? 

Make sure you know what you want to spend and add 10 percent more to that. The worst thing you can do is put all your time and effort into research, formulation, and development, and not have any money to market it.

Photo: Courtesy of Jamila Powell

MORE ON THE BLOG

Ariana Sokolov co-founder trill project interview

Op-ed Overview

The pandemic has been a lonely time for LGBTQ+ youth for those who do not live in supportive households, making the need for inclusive spaces outside of the home even more important. With the pandemic, connecting with people outside of the home has been particularly difficult and we’re seeing youth turn to safe digital spaces as an alternative. I’m reaching out on behalf of Apple to introduce you to Trill Project, an app created by a talented, up-and-coming teenage developer, Ariana Sokolov. The young, LGBTQ+ ally created the app to ensure her best friend, who came out as bisexual, had a safe space online to express herself. 

After hearing how hard it was for her friend to come out, Sokolov developed Trill – a combination of the words true and real – as an anonymous social network with no usernames (it uses various colors instead!) where everyone can freely and safely express themselves. Created by teenagers passionate about coding, the app provides a supportive community to make new connections and have authentic conversations. 

Timed to April’s Sexual Assault Awareness Month, Ari can draft an op-ed that speaks to:

• How the Trill Project creates a safe space for the LGBTQ+ community and why that is so important for this community specifically during April’s Sexual Assault Awareness Month

• Her allyship to the LGBTQ+ community and inspiration for creating the Trill Project

• How she came to become an advanced coder at such a young age

• How her experience at Apple’s Worldwide Developers Conference and Apple’s Entrepreneur Camp built her coding skills

 photos: https://drive.google.com/drive/folders/1x-SR7fAL5TWniGQ5NXtI_NnMpXAPTEeo

Can you tell us a bit about your background and what you were doing professionally before launching Trill Project?

I started coding when I accidentally walked into a computer science class at a summer camp when I was eight years old. I loved getting to combine my interest in math and design to create something from scratch, and this is what drew me to app development. Growing up, I used the coding resources Apple provides online to teach Swift classes to myself. 

Eventually, I was awarded a student scholarship to the Apple Worldwide Developers Conference (WWDC). And my love for developing apps only grew stronger. Through this, I was able to unlock a community of fellow app developers that loved to create apps that impacted the lives of others. I was privileged to have the support of Apple engineers in labs and attend talks at WWDC that were instrumental in allowing me to become the app developer I am today. 

I launched my business when I was 16 years old. Before that, I founded my own app development company and was working on projects for a variety of clients with my work being recognized by Apple, South by Southwest, and the U.S. Congress. 

What was the “lightbulb moment” for Trill Project? What inspired you to start your business and pursue this path?

After hearing about my friend’s struggle coming out as a bisexual teen, I rallied together my Girls Who Code Club, and we sent out an anonymous survey to LGBTQ+ teens across Tumblr. We asked users, “What would you say if nobody knew you were saying it?” Through grassroots marketing strategies, we received hundreds and then thousands of responses to this survey. Responses trickled in around stories of feeling unheard, isolated, and alone. 

We were stunned to see that many LGBTQ+ teens felt this way, especially in toxic digital spaces, so we decided to address the mental health issues affecting the LGBTQ+ community. After interviewing LGBTQ+ teens in our high school and learning from our friends how difficult their coming out experiences were, these early connections in customer discovery, who believed in my team and me enough to share their stories with us, became our first beta testers. Trill was designed collaboratively with 10,000 beta testers, and our users have trusted us from day one to listen without judgment and build this community for them, with them.

After working on Trill for a bit, we were accepted into Apple Entrepreneurship Camp. Here we were able to get tremendous feedback on the design and structure of our app to make it more meaningful to our users. We also learned how to integrate Machine Learning technology that would direct users to relevant crisis resources. These improvements that we made over the course of the program were very important to improving Trill.

An entrepreneurial career path is so special because it allows you to identify real problems in your life, like my friend’s struggles with her identity, and take action. I didn’t set out to be a founder necessarily, but I did seek out to solve a problem for my friend. And now I’m able to create technology that is used every day by my classmates, the online communities I belong to, and my generation as a whole.

Did you write a business plan? If so, was it helpful, and if not, what did you use to guide your business instead? Why did you take that approach?

My team and I participated in the Technovation Challenge, a global competition encouraging female-identifying high schoolers to build an app to solve a social problem. Through this, we were able to write our first business plan. 

In the words of Former President Dwight D. Eisenhower, “Plans are useless, but planning is indispensable.” With regard to Trill, we actually have pivoted and evolved our business tons since participating in Technovation. That said, the process and exercise of taking time in the early days of our launch to consider moderation at scale, paid marketing campaigns, revenue strategies, and company culture was incredibly useful. If anything, writing a business plan gave us an opportunity to start thinking about some of the tough questions around building a business like how you make money and how you will grow community. Even if we didn't have all the answers when we first made our business plan, it gave us a solid foundation.

The primary guiding force we’ve always used when building our business (more than any business plan) is real-time user feedback. We are strong advocates for practicing collaborative and inclusive design processes that are user-centric. We’ve maintained a robust beta tester community with regular surveying, interviews, and focus groups to make sure we are building a product that users actually need, want, and are finding value in. 

How did you come up with the name Trill Project, and what are some of the things you considered during the naming process?

Trill is a combination of the words true and real. And Trill Project is an anonymous social network for mental health peer support. 

While it may seem counterintuitive, our experiences with Trill have given us the unique empathy and insight that anonymity and stepping away from whatever identities constrain you in the real world can actually allow you to more fully discover your true and real self. On Trill, we turn social media on its head. We replace followers with friends, emojis with True feelings, and selfies with Real people. 

We allow users to unlock their most authentic selves in a digital world, and it doesn’t happen overnight. The movement to make the internet a safer and more kind space for people from all walks of life is an ongoing process and project. It’s Trill Project. 

What were the immediate things you had to take care of to set up the business? 

Immediately after coming up with the idea for Trill, my first action item was to build out a team. My team and I believe in capitalizing on our strengths and hiring for our weaknesses. Personally, I am a technically minded individual and enjoy software development, graphic design, and product management. So I brought on a co-founder who was more inclined towards the world of operations and could handle marketing, external relations, and sales down the line. 

We worked right away to build team culture, setting expectations around responsibilities, commitments, and values. We did this by establishing workflow tools (GSuite, Trello, and Slack), setting up anonymous surveys for internal feedback, and identifying goals or OKRs for a given work sprint. We also collaboratively wrote community guidelines and strategized together on brand identity and company vision documents. With regard to logistics, we also had to set up our website, our social media channels, officially incorporate, and bring on an accountant and lawyer to advise us. 

What research did you do for the business beforehand? 

We were lucky to participate in an accelerator program in the early days of Trill. This gave us an excellent community right away to tap into for answers to questions around our business. We would recommend accelerators and incubators for first-time founders because it provides a valuable sense of structure, accountability, and routine. Additionally, you will be able to connect with other founders who can empathize in your journey and mentors and experts who are motivated to work with you.

How did you fund Trill Project? What were the challenges and what would you change? Would you recommend your funding route to other entrepreneurs today? 

We have been bootstrapped and only raised capital from equity-free sources such as pitch competitions and incubator programs. For us, this was the right decision and we wouldn't have changed anything around our fundraising journey. Given that we weren’t ready to work full-time on Trill and wanted to finish our college degrees, bootstrapping gave us the flexibility to run the business on our own terms and not feel pressured to grow in ways that weren’t authentic to our mission. 

I would recommend that founders take a critical look at what their ultimate goal is for their business. Do you want to grow very quickly? Is this a side hustle? Are you mission-oriented? Do you need capital to hit these goals? And then make educated decisions around fundraising from there. 

Do you pay yourself, and if so, how did you know what to pay yourself?

At this time, no one on Trill’s team takes a salary as we are all also still full-time students. 

How big is your team now, and what has the hiring process been like? Did you have any hiring experience before this venture? If not, how did you learn and what have you learned about it along the way?

Our team is now over 30 high school and college students from around the world all working as volunteers at Trill. Neither of us had any formal hiring experience since we started this venture so young, and for us the hiring process is something we put a lot of thought and care into. 

We recruit for our “trillternship” every new semester in the school year and during the summer. To do this we tap into women in tech groups we are a part of, personal connections, and outreach on campuses. We have a written component and interview process for all interested candidates. We evaluate possible hires not only based on their skill set but also their knowledge of Trill, support of our mission, and fit within our company culture and values. 

We’ve learned that it is critical to interview not just for skills but also for this mission alignment. Trill is a remote-first team, and most of us have never even met in person. Everyone is a volunteer. And so it’s important that we all like each other and the work that we’re doing. We conduct regular team satisfaction surveys and host a variety of team bonding socials such as movie nights, game nights, and showcases of our work. Our team is like a family, and we all support each other not only with our endeavors with Trill but also with our other academic and professional commitments and our own mental health and wellbeing. 

We are proud that our team is Gen-Z powered, BIPOC-owned, and majority female engineers. 

Did you hire an accountant? Who helped you with the financial decisions and setup?

We do have a bookkeeper who we are so grateful for! We would recommend finding and investing in a bookkeeper early on to keep all your expenses, taxes, etc. organized and in order. 

What has been the biggest learning curve during the process of establishing your business?

Learning how to manage running a business with also being a full-time student can be a challenge. We’ve discovered the importance of prioritization and sacrifice. As long as you and your team are on the same page around time commitments, goals, and accountability structures, then it is totally possible to be both a student and a business owner. In fact, college can actually be a great opportunity to take courses that make you a better entrepreneur, tap into professors as potential mentors, and network with classmates who may be future co-founders, hires, advisors, customers, or investors. 

How did you promote your company? How did you get people to know who you are and create buzz?

We first launched through a grassroots marketing campaign on Tumblr. From there, we have been growing our community organically mostly through socials. We have an active presence on all major platforms, and we work with influencers through our Trill Talks interview series who in turn promote our community to their audiences. We also have been able to achieve some wonderful press through various incubators and programs we’ve participated in, and we partner with other organizations as well for collaborative campaigns to mutually drive traction for each other’s products and missions. 

Do you have a business coach or mentor, and would you recommend one? 

Yes, we have a vibrant advisory board, and we definitely recommend building one out. Our business mentors give us tangible advice around our paid marketing campaigns, analytics tracking, moderation curriculum, and more. Additionally, our business mentors also offer less tangible advice sometimes, which can be just as useful. Such advice includes strategic input on time management, company vision, growth, and more. 

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap?

We only recently have started formally setting and sticking to company-wide OKRs. We would recommend that all business owners get into an early habit of goal setting collaboratively with team members. This allows for transparency around milestones, organization around prioritization and delegation, and accountability to hit your business goals.  

What is your number one piece of financial advice for any new business owner and why?

Protect your cap table with care. You will put so much time, energy, and love into your business, and you deserve to be an owner of the results of those efforts. Make sure you are building alongside teammates and investors who have been vetted and who share in your vision. 

Anything else to add?

Download Trill Project, and follow us on socials. Trill has a full schedule of upcoming Pride Month events, including social mixers, panels, and moderator orientations specific to LGBTQ+ issues. We're collaborating on these events with a variety of mental health and emotional wellness experts, including Blue Fever, a pocket-sized support group app centered around anonymous, judgment-free journaling for every chapter of life. Interested individuals can RSVP for our fireside chat on Mental Health for the LGBTQ+ Community here and for our “Ask Me Anything” Panel here.

MORE ON THE BLOG

This Founder Never Felt Represented or Celebrated by the Beauty Industry—So She Decided to Do Something About It

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Alisia Ford

Alisia Ford was working as an attorney when she launched Glory Skincare, but the business was always more than just a passion project for the first-time founder. As someone who never felt celebrated or represented by the beauty industry, Ford was determined to build a platform for women of color who, like her, had also been overlooked by major beauty brands and retailers. “I wanted to find skincare that worked for women of color and fulfill that huge hole in the beauty industry,” Ford tells Create & Cultivate. “It was almost a moment of, ‘If not me, then who?’ and that’s when I knew I had a responsibility to create this space in beauty for ‘her.’”

But Glory Skincare is more than just a platform to shop clean skincare. “We carefully curate products with dermatologists and chemists with specialties in skin of color and even work with psychologists so we can positively build up the relationship between skin and mental health,” Ford explains. “I prioritize making sure that women are creating self-care rituals based on what they really want, not what marketing agencies want them to buy.” And her conscientious approach has gained the attention of two of the most influential names in beauty, Beyoncé and Sephora. As a brand that’s been featured in Beyoncé’s Black Parade Route and graduated from Sephora's accelerate incubator program, Glory Skincare is a beauty brand to watch in 2021 and beyond.

Ahead, Ford tells Create and Cultivate how she bootstrapped the business, what she learned from the Sephora accelerate program (mentorship is everything), and why it’s important to invest in the future success of your business.

Can you tell us a bit about your background and what you were doing professionally before launching Glory Skincare?

Before Glory Skincare, I had a long career as an attorney. Most recently, I was an attorney for Apple’s advertising agency, but I’ve also served in various roles at premier organizations, such as Nike, Fox Sports, and Disney, across a broad range of industries. I’m so glad that I took the leap to leave my attorney days behind me and launch Glory Skincare. Being a woman in business has been so rewarding because I’m always surrounded by other incredible and supportive women.

How did you come up with the name Glory Skincare? What are some of the things you considered during the naming process?

The naming process for Glory was pretty easy but there is always a lot to consider when naming a company. I needed something that would be easy to recognize, but also reflected the vision and values of the brand. I wanted this company to be a community where women of every color and background are celebrated because, for many years, I never felt represented or celebrated by the beauty industry. It has taken me many years to find a sense of peace and belonging. This journey to self-acceptance has been a gift from God and the name glory is a personal reminder of this opportunity. Glory means great beauty and splendor which is how I want my community to feel in this new kind of beauty movement.

What were the immediate things you had to take care of to set up the business?

After I had the initial plan for Glory, I wanted to jump right in but I knew it wouldn't serve the business well to rush into things. I started out by writing a detailed business plan that helped me to understand the values, mission, and goals for Glory. Part of writing this business plan was also spent doing a lot of market research. Glory is intended to be a reflection of what my community wants. I dedicated a lot of time connecting with women of color about their skin to listen and understand the top concerns and problems they all face. Luckily, my background in the legal industry prepared me well for all of the paperwork you have to do for trademarking, finances, etc. Other immediate things I did were setting up the Glory Skincare domain and social media channels, hiring a team, and working on the marketing and design elements of Glory. 

What research did you do for the brand beforehand? Why would you recommend it?

Because Glory Skincare is meant to create a space for women of color that changes our relationship with beauty for the better, I made a decision from the very beginning to be very mindful about every aspect of our actions that could affect the women in this community. Even though my own experience as a Black woman helped me make the initial realization that a community like Glory was necessary, our adherence to this standard meant that we had to do additional market research, learn from dermatologists, and work rigorously with psychologists.

How do you find and identify the brands that you stock? What do you consider during this process and why are these factors important to you and your business? 

Glory Skincare is a community for women of color, and all of the brands and products on our site reflect that. We carefully curate products with dermatologists and chemists with specialties in skin of color and even work with psychologists so we can positively build up the relationship between skin and mental health. I prioritize making sure that women are creating self-care rituals based on what they really want, not what marketing agencies want them to buy.

How did you identify the manufacturer you work with to create Glory’s line of products? Are there any mistakes you learned from along the way and what advice can you share for aspiring entrepreneurs on finding the right partner to create a product?

When looking for a manufacturer, take your time and don't settle for something you don't want. Bringing on a team of people you trust and work well with is essential if you want the business to succeed. As a people person, it was really important to me that I had a good relationship with the manufacturers. The key things I looked for in the manufacturing company we hired were attention to detail, flexibility, problem-solving, and dependability. I am really lucky to work with a great manufacturer and I think this is because I really took the time to do the research and find the right company that aligned with my vision and goals for Glory. 

How did you fund your business? What were the challenges and what would you change? Would you recommend that route to other entrepreneurs? 

At the beginning, I was bootstrapping the business but I knew we would need to begin fundraising in order to grow the business to where I wanted it to be. It was challenging to be launching a business with such little funding available but it pushes you to be resourceful and work as efficiently as possible. We managed to raise a pre-seed round of capital but recently, my time and energy have been devoted to our seed funding. Fundraising is challenging and feels like a full-time job itself but it's been rewarding to have investors really connect with the brand and believe in the mission of Glory. 

Photo: Courtesy of Glory Skincare

How big is your team now, and what has the hiring process been like? Did you have any hiring experience before this venture? If not, how did you learn and what have you learned about it along the way?

We’re a small but mighty team! Right now, we have about five people on the team full-time but have a board of dermatologists, a team of manufacturers, and a PR team that we work with as well. Hiring during a pandemic can be difficult. It's hard to really connect with someone when you are interviewing over Zoom. I did not have much experience with hiring before this so there has been a lot to learn along the way. During an interview, it's important to ask questions pertaining to the job but I think we often forget it's important to also ask questions to help get to know the candidate on a more personal level. Someone might look great on their resume, but if you are bringing them onto your team, you also want to make sure they are someone you can trust and get along with. 

Did you hire an accountant? Who helped you with the financial decisions and setup? 

I do have a financial team that helps with investments, deposits, financial planning, etc. Since I do not have a background in finance, I knew I needed to hire an accountant to help with the financial side of the business. Just like with any member of your team, it’s important that you trust this person with the success of your business. Find someone who aligns with your values and believes in your company as much as you do.

What has been the biggest learning curve during the process of establishing your business?

This may sound a little cliché, but the amount of time and energy that goes into a business is something you can’t really anticipate. Every day is a new challenge and my toughest but most important lesson was definitely flexibility. 

How did you promote your company? How did you get people to know who you are and create buzz?

Shortly after we launched, we were featured on Beyonce's website in the Black Parade roster of Black-owned businesses. That was such a highlight of this whole journey and really ramped up the business. Last summer, I hired a PR team to help with securing press coverage for Glory. From product placements to founder interviews, their team has really helped get the name of Glory out into the media landscape. 

You recently graduated from Sephora's accelerate incubator program—congratulations! What was the experience like for you and how has it impacted your business? Tell us everything!

It’s been such a great experience and an amazing opportunity that I’m so thankful for. The program has been extremely helpful. We’ve received advice on everything from financial statements, to branding, to operations and fulfillment. As a cohort, we've created a bond as all founders of color and every individual in the program is someone I respect and value. I am beyond grateful for the experience! The program was intense and we all dedicated many hours to attending seminars, workshops, and meetings with various industry experts and professionals. I was pushed outside of my comfort zone but in the best way possible. The future of Glory is brighter than ever before thanks to the program. 

Do you have a business coach or mentor, and would you recommend one? 

I have a handful of really incredible mentors and advisors that I have met along the way. I am a part of several entrepreneurial groups and programs that have put me in touch with other founders that I have been able to lean on for support and guidance. I recently graduated from the Sephora Accelerator program which introduced me to people who are experts in their respective fields. As a brand founder, it's easy to forget that we are not experts in every aspect of the business. Having mentors, coaches, and leaders to go to for advice and support will help you make more educated decisions that will benefit your business greatly. I am grateful that I have a space to learn about what it is like to start a business, share ideas with other dreamers, and get encouragement to take a leap of faith.

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap?

Don't try to do it all alone. When I first launched Glory Skincare, I was fired up about my idea and tried to manage and oversee every element of the business. This wasn't sustainable and I quickly realized that I was burning myself out. Having a team is everything. Everyone can bring their unique talents, skills, and experiences to the table and build each other up in a really inspiring way. 

What is your number one piece of financial advice for any new business owner and why?

Invest in the long-term success of your business. At first, it’s hard to see so much money going into development, branding, marketing, operations, etc., but these investments will pay themselves off in the long run. If you set yourself up for success, it will come with time and effort.

MORE ON THE BLOG

The Entire Beauty World Is Watching This Zero-Waste Haircare Brand Started by Two Industry Veterans

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Everist

As alums of major beauty brands including Revlon and L’Oreal, Jessica Stevenson and Jayme Jenkins saw from the inside that the beauty industry has a major plastic waste problem. “Before we even had a business plan or a product idea, we were committed to finding an innovative way to solve that problem,” Jenkins tells Create & Cultivate. “We had multiple aha moments or pivots along the way including, Why are we shipping large, heavy beauty products full of water and excess packaging around the world? Why do we need water in haircare when we’re already showering in water? We just knew there had to be a better way.” 

And, as the co-founders of Everist, a zero-waste haircare brand, it’s safe to say Stevenson and Jenkins have indeed found a better way. The brand’s inaugural products, a Waterless Shampoo Concentrate and a Waterless Conditioner Concentrate, boast silicone-, sulfate-, and preservative-free formulas made without any water and 99.7% pure aluminum recyclable packaging. The brand also uses recycled packaging for shipping, opting out of any plastic packaging and shipping materials, and has partnered with Climate Neutral to offset carbon emissions.

Ahead, the co-founders tell Create & Cultivate how they launched an industry-disrupting haircare brand, including the mistakes they’ve learned from along the way.

Can you tell us a bit about your background and what you were doing professionally before launching Everist? 

JESSICA & JAYME: We’ve both spent over a decade in the beauty industry in various roles and categories, most recently as a general manager (Jessica) and a VP of marketing (Jayme) for the beauty brands Nude by Nature and The Body Shop, respectively. Prior to that we both led marketing for some of the top brands from L’Oreal to Revlon and learned from some of the brightest minds in their fields.

Did you write a business plan? If so, was it helpful, and if not, what did you use to guide your business instead and why did you take that approach? 

JESSICA: We did eventually when we had narrowed down the idea, but in the beginning, we cycled through dozens of different concepts and did an exploration to see if they made sense. Was it profitable? Scalable? Was it even possible to bring to market? Was it a product or service that we would personally use? It took us a while to zero in on the right idea. Once we had our winning concept we did write a thorough business plan to give our early investors confidence in our idea and approach. It served as a great starting point, but things are constantly changing in startup-land and you need to stay flexible throughout the whole process. We view our models as live working tools to strategize vs a one-time exercise.

Photo: Courtesy of Everist

How did you come up with the name Everist? What are some of the things you considered during the naming process? 

JAYME: We wanted a brand that would be named after our customers; they are the Everist. They are the ones making small eco-conscious choices in their daily lives that together add up to a big impact. We exist to help them by making eco easier and without compromise. We also wanted a name that didn’t sound too “crunchy” but had the connotation of mindful consumption; an Everist thinks about their forever impact on their two homes: their body and our planet.

What were the immediate things you had to take care of to set up the business? 

JESSICA: We had to have a chemist and a manufacturing partner to help us create the product first (which ended up being a very long process since we had such a “blue-sky” brief). We also needed to find a sustainable packaging partner. Once we made some headway on that, we got started on our incorporation, trademark, domains, social handles, and in our case, patent process.

What research did you do for the brand beforehand, and would you recommend it to other founders? 

JESSICA: Coming from the industry, we did bring with us a great deal of knowledge to set a solid foundation. Although not essential, starting in a space where you already have some expertise, will give you a good head start. From there we did do a thorough competitive analysis and whitespace mapping, followed by continuous formula experimentation and business model profitability analysis to ensure our idea was viable to scale. In the end, the most important advice we can give is to always start with a large enough customer need and quickly test a bunch of solutions to find the one that best meets that need for market fit versus developing a product and trying to force-fit it to a customer.     

How did you find and identify the manufacturers that you work with? What was important to you during this process, and are there any mistakes you made and learned from along the way? 

JAYME: We wanted a manufacturer that was local for environmental reasons and also so we could be very involved in the process. We wanted a partner that believed in our ideas and was committed for the long run to help us bring them to life. It’s not always easy, but a strong partnership can help you move mountains.

How did you fund Everist? What were the challenges and what would you change? Would you recommend your route to other entrepreneurs? 

JESSICA: We started self-funded, like many entrepreneurs, as we were solidifying our idea, but we soon realized we would need more investment for inventory, brand building and to scale quickly. We attended events and casually met as many people as we could to learn and develop relationships. During one of those events, we were lucky enough to find the right strategic partner to lead our pre-seed raise and bring on other like-minded investors who could add value and believed in our long-term vision. To us, the right strategic fit was everything, especially early on as you need to have people on board who believe in you and support all the twists and turns that will inevitably come.       

Do you pay yourself, and if so, how did you know what to pay yourself? 

JESSICA: We don’t currently pay ourselves, but we plan to after launch. This is a personal decision based on both the founders’ and the company’s financial position and equity growth prospects. Cash flow is the company’s lifeline, so we will definitely not be taking our past corporate salaries, but enough to cover some living expenses. However, as the company grows, we do believe in founders taking a reasonable salary for their position.   

How big is your team now, and what has the hiring process been like?

JESSICA: We are currently a small team of two who have embraced the gig economy and have brought on amazing freelance and vendor partners to help us scale while remaining flexible at this early stage. Most of our partners have been brought on through research and referrals. That said, we are both seasoned people managers coming from big beauty and believe in developing diverse talent for long-term success. Therefore, we look forward to growing our team soon!

Did you hire an accountant? Who helped you with the financial decisions and setup, and are there any tools or programs you recommend for bookkeeping? 

JESSICA: Since we are both business grads, we had a baseline of knowledge to build our own financial models and were able to handle our own expense reporting through QuickBooks pre-revenue. However, as we were preparing to launch, we knew we needed to bring on experts to set up a solid foundation for growth. Therefore, we hired an outsourced accounting firm that specializes in bookkeeping and controller services that scale with the needs of the business. Other systems we explored were FreshBooks, as well as inventory management through a system such as SOS Inventory or QuickBooks Commerce. Once you have sufficient scale, a fully integrated ERP platform such as Oracle NetSuite could be useful.

Photo: Courtesy of Everist

What has been the biggest learning curve during the process of establishing your business? 

JAYME: Everything? That’s really what’s made this experience so exciting (and at times overwhelming). We have been hands-on in every area of the business where previously we were more specialized or leading a team of specialists. Learning clean chemistry, web platforms, fundraising terms, IP law. It’s been a wild ride. 

How did you promote your company? How did you get people to know who you are and create buzz? 

JAYME: Our first marketing investment was bringing on a great PR team. We knew that part of our uniqueness was that we had an innovative product with a great story to tell and we wanted to make sure we had help getting it out there. We’re also believers in creating a strong social community, encouraging reviews, partnering with like-minded influencers and brands, developing valuable educational content, and A/B testing digital media campaigns.  

Do you have a business coach or mentor, and if so, would you recommend one to fellow entrepreneurs? 

JESSICA: We don’t have a formal coach or mentor but have been fortunate to be surrounded by great industry experts, inspiring entrepreneurs, and investors who have also become valuable advisors. It is definitely helpful to have a strong support network around you for your entrepreneurial journey. If that doesn’t happen organically then there are many organizations or accelerators that you can join to connect you with a relevant mentor. However, it can take several tries to find the right mentor-mentee fit, but when you do it can add tremendous value.

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap? 

JESSICA: Register your business name and international trademark early. It’s not necessarily one we didn’t do, but it’s something we hear as a stumbling block all the time. Especially for brands, you don’t want to be forced to change your name after you’ve built up awareness once you find out there is someone else already using the same name in your local market or another important international market.

For those who haven’t started a business (or are about to), what advice do you have? 

JAYME: There are a million problems and to-do’s vying for your attention every day, so be laser-focused on what your priorities are and keep moving forward.

What is your number one piece of financial advice for any new business owner and why?

JESSICA: Managing your cash flow is critical. In a past side hustle, I’ve been in the situation that I had to personally finance a retailer PO when I was already deep in student debt. It quickly teaches you how real a cash flow problem can be versus numbers on a financial statement in business school. Make sure you know your burn rate and have a plan A, B, and C to extend whether through self-funding, an equity raise, or a loan. It can also be a good idea to have a working capital line of credit ready as a safety net to cover inventory costs before revenues can be collected. 

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why? 

JESSICA: It will take longer than you expected, so enjoy the process. When a problem arises, get the right people in a room (or virtual room) and keep asking clarifying questions to uncover the root of the problem that needs to be fixed. Then, focus all your attention on the solution as people can be very creative when they are open to new possibilities and stay positive. The end result might look different, but often better if you’re open to it.

Anything else to add?

JESSICA: There are always going to be reasons and risks that can feel like now’s not the right time, but if you’re passionate about your idea—you just have to jump in. Best to ensure you have a solid support system around you and then be as flexible as possible to learn and pivot as you go.

MORE ON THE BLOG

After Climbing Mount Kilimanjaro, This Entrepreneur Found the Confidence to Take on the Fashion Industry

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: BKM Photography, Courtesy of Shobha Philips

Shobha Philips can remember feeling frustrated by the lack of nude bras available in her skin tone for as long as she’s been wearing one. But it wasn’t until she climbed Mount Kilimanjaro that she discovered the confidence to start her own lingerie line and address this glaring lack of inclusivity in the fashion industry. “It was a nine-day journey, and it was the most physically and mentally challenging thing I had ever done,” the founder tells Create & Cultivate of the climb. “Coming down from the summit, I realized what I was capable of, and suddenly starting a business seemed less intimidating.”

After summiting the tallest free-standing mountain in the world and experiencing this perspective-altering epiphany, she started Proclaim, an inclusive lingerie line. And true to her vision, there is an intention behind every element of the brand, from the name and mission to the ethical production of each garment. The brand’s pieces are made from earth-conscious fabrics (think wood pulp and recycled plastic bottles) and cut and sewn by skilled workers in Los Angeles who are paid fair hourly wages rather than per piece (a practice that often promotes wage exploitation and unsafe work conditions).

Ahead, Philips tells C&C how she brought Proclaim to life, from how she found the right manufacturing partners to why she used her own savings to fund the business.

Can you tell us a bit about your background and what you were doing professionally before launching Proclaim? 

I studied marketing in school and had a few corporate roles in supply chain before starting Proclaim. I always knew in the back of my mind I wanted to start my own business—it just took a while to figure what that business would be.

Did you write a business plan? If so, was it helpful, and if not, what did you use to guide your business instead and why did you take that approach? 

I started several versions of a business plan, but what I ended up with before launching Proclaim was more of an outline than a full-on business plan. I ended up pivoting and adapting throughout the development process and the first year so much that it felt like my business plan would have been invalid almost instantly. I do think it is important to think through each of the components of a business plan, but perfecting a business plan document was not something I focused on.  

How did you come up with the name Proclaim, and what are some of the things you considered during the naming process?

I had a long-running list of possible names on a spreadsheet that I shared with friends and family to get their feedback. I wanted a name that spoke to the bold and disruptive vision and I had for this business, and in the end, Proclaim was the one that just felt right and resonated with people the most.

What were the immediate things you had to take care of to set up the business? 

Setting up separate business accounts for checking and credit cards was important to keep track of business expenses and to keep them separate from personal expenses. I also made sure the domain name and social media handles were all available with the business name. 

What research did you do for the brand beforehand?

I did not have a design background so I spent almost a year and a half researching the fashion industry in general and really trying to learn everything I could about bra construction and manufacturing. I purchased a ton of bras and took them apart to see how they were made. I also just had a lot of conversations with friends about their bras; what they loved, what they didn’t. I spent that year consuming all the information I could about this industry I was jumping into. 

How did you find and identify the manufacturers that you work with? What was important to you during this process and are there any mistakes you made and learned from along the way?

Making connections for sourcing material and manufacturing took a while. It was a lot of Google research, cold calls, and dead ends trying to find the right partners who aligned with the brand values of being a sustainable and ethically made brand. I would recommend taking your time with this step. It takes a while to find the right manufacturing partners. I remember feeling like I was not moving fast enough and was anxious to get my collection made, but I think it’s such a crucial component to your success that it’s worth taking your time.

Photo: Marissa Alves, Courtesy of Shobha Philips

How did you fund Proclaim? What were the challenges and what would you change? Would you recommend your route to other entrepreneurs? 

I used my own savings to fund Proclaim. As a values-driven brand, I wanted to be able to bring my vision to life without compromising for investors and outside stakeholders. As far as what I’d recommend to other entrepreneurs, I think it depends on the industry and what success looks like for you. For me, success was bringing a product to life that I felt needed to exist. If your goal is to be like the next Amazon, you’ll probably need outside capital. 

Did you hire an accountant? Who helped you with the financial decisions and setup? 

I have an accountant for taxes and I do all of the bookkeeping with Quickbooks. I recommend keeping up with it weekly because it does become daunting if you keep putting it off.

How did you promote your company? How did you get people to know who you are and create buzz?

Proclaim has grown mostly through Instagram. I’ve been lucky that I’ve had a lot of success on the app reaching like-minded people organically who believe in our mission. I started the account six months before launching so by the time we launched, there were already a few thousand followers who supported the vision.

Do you have a business coach or mentor? If so, how has this person helped you, and would you recommend one to other entrepreneurs?

I’ve met so many amazing women on this journey of running a business. There are a handful of women who are fellow designers and fashion entrepreneurs with whom I am in constant contact during the week. We help each other with everything from sourcing issues to marketing strategies and everything in between. My business would not be where it is today without the support and guidance of these fellow small business owners.

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap?

I’d say, make sure you’re building your email list from day one. Make it easy for customers who discover you to sign up on your website and social media pages. It is such a powerful and relatively inexpensive tool; I wish I had focused on it earlier.

What is your number one piece of financial advice for any new business owner and why?

Find a good CPA! Even if it seems pricey when you are first starting out, in the long run, it will save you money.

Photo: Marissa Alves, Courtesy of Shobha Philips

MORE ON THE BLOG

How the Founder of Hike Clerb Is Reclaiming Space for WOC in the Outdoors, One Trail at a Time

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Evelynn Escobar

Whether she was hitting her local trails or road tripping through a national park, Evelynn Escobar couldn’t help but notice how homogeneous the outdoors were—and she decided to do something about it. In 2017, she started Hike Clerb, an intersectional women’s hiking group, to reclaim space for women of color in the outdoors. By sharing photos of the group’s excursions on Instagram, it didn’t take long for Escobar to cultivate a diverse and inclusive community of women who also wanted to see themselves represented on the trails—and in other outdoor spaces like beaches, parks, and pools.

Once Hike Clerb reached over 20,000 followers on Instagram, it was clear Escobar had a movement on her hands. And, although the club has always been dedicated to serving the community, last year, she officially registered Hike Clerb as a 501c(3) nonprofit organization. “Everything we strive to do is for our community,” she tells Create & Cultivate about the decision. “Not to turn big profits. Not to make an organization that must run the capitalistic rat race. Something for us, by us.” And her mission has attracted the attention of publications by the likes of Teen Vogue and Condé Nast Traveler, as well as major brands such as Nike and Free People Movement.

Ahead, Escobar shares how she’s paying it forward to her community, partnering with brands to do good, and leveraging social media to start a movement.

Can you tell us a bit about your career background and what you were doing professionally before launching Hike Clerb? 

Before I launched Hike Clerb, I worked in the fashion and beauty industries as a social media marketer.

What was your “lightbulb moment” for Hike Clerb and what inspired you to pursue this path? 

My experience as an outdoorsy Black Latina inspired me to create Hike Clerb. Whether it was hiking alone or realizing just how homogenous the outdoors were on road trips, I wanted to create a solution to the issues I noticed out there.

How did you come up with the name Hike Clerb? What are some of the things you considered during the naming process? 

To be honest, it was something that came very intuitively without much mental exertion. Clerb is just a funny word that I and many friends use when talking about clubs of all types, so it was just a natural fit to go with something that felt familiar and lighthearted.

Last year, Hike Clerb registered as a 501c(3) nonprofit organization. Can you tell us about that process and why you decided to take this route? 

It was actually a decision that I sat with a bit. For us, it was between creating a social enterprise or a nonprofit. Ultimately, the nonprofit won because everything we strive to do is for our community. Not to turn big profits. Not to make an organization that must run the capitalistic rat race. Something for us, by us.

Photo: Courtesy of Hike Clerb

What were the immediate things you had to take care of to set up the organization? 

When I started the organization, a little over three years ago now, the only place we existed was Instagram. I’d post all of our events, recaps, etc. there. Later I created our site and secured our handle on other channels. We are currently in the legal process of securing our trademarks etc.

What research did you do for the organization beforehand? Why would you recommend that due diligence to other nonprofit founders? 

Before embarking on our 501c(3) journey, I took a look at the way other nonprofits in the industry were set up from a financial perspective just to give us a sense of direction. Things like, what type of donation platforms are commonly used? What types of programs and grants exist that we could apply for? Etc.

Did you write a business plan? If so, was it helpful? If not, what did you use to guide your organization instead and why did you take that approach? 

Yes and no. Yes because I do have a business plan in a very nontraditional sense, and no because the bulk of this has been learning as I go. I have a sense of direction and bigger goals, dreams, collaborations, etc. that we are actively pursuing, but at the end of the day, where our strength lies is that we are very much intuitively led and it has allowed us to transcend and innovate in the space like no other.  

How did you fund Hike Clerb? What were the challenges and what would you change? Would you recommend that route to other founders? 

It has been a mix of self-funding and donations from our community. Now we are receiving bigger corporate donations from time to time for collaborations etc. I think it can be hard at first for people to want to invest and buy-in when you’re just getting the funds to get off the ground. Nonprofits don’t magically churn out content, events, etc. out of thin air. There is always a team behind the scenes that needs to be compensated for their labor and creativity that brings the vision to life and a lot of people forget that. The operational costs have to be covered before you can move on to plan b and c, but most people want to invest in the shiny event or program, etc., not the non-sexy organization costs of what’s needed to even be able to run.

Do you pay yourself, and if so, how did you know what to pay yourself?

I do not pay myself from any of the funds we have raised for the organization and it is a very intentional effort to not do so. I value my team and the initiatives and programs that we are trying to get off the ground. As long as I’m able to sustain them, I’m happy to finance myself through my own platform, etc. It was really a no-brainer for me to proceed this way.

How big is your team now, and what has the hiring process been like? 

We are a team of three! Me, as the founder and executive director, Jennifer Martinez as our director of operations who also assists with collaborations and partnerships, and Stephanie Sleiman who is our art director and designer at large. At first, accepting help was difficult for me because I didn’t really know where to start. I had been running things by myself for the first two and a half years before they came on. Both Jen and Stephanie were Hike Clerb members who volunteered their skills and time in any way that I needed and that’s how it all started. There was no formal call to hire. Now that we have a small but mighty team, we are looking to bring on a few more members to really help make our bigger plans come to life.

Did you hire an accountant? Who helped you with the financial decisions and setup?

We do have an accountant who was already someone I had a relationship with because of my personal finances. They didn’t come along until after the 501c(3) status was solidified.

What has been the biggest learning curve during the process of establishing Hike Clerb and running a 501c(3) nonprofit organization? 

The biggest learning curve has been finding the resources needed to really legitimize everything. When it comes to legal and financial recommendations, they can be hard to come by. These things aren’t widely spoken about, but they should be! Just getting everything needed to run smoothly has been a process!

You’ve been featured in Teen Vogue, Condé Nast Traveler, Women’s Health, and many other notable publications. How did you promote Hike Clerb in the beginning? How did you get people to know who you are and create buzz? 

Our main source of news, promotion, etc. was our Instagram! We created content from all of our hikes to promote what we were doing, who our members were, etc., and it organically grew from there.

Photo: Courtesy of Hike Clerb

Hike Clerb has also partnered with major brands by the likes of Nike and Free People Movement. How do you choose which companies to work with and how have they helped you grow and spread Hike Clerb’s mission?  

We are very intentional about the brands that we choose to partner with. They not only must align with our mission and vision but play a role in helping our community in a tangible way. Whether that’s making a donation, donating items to help BIWOC get outdoors, or all of the above! They’ve helped us introduce our work to new sets of eyes which has only strengthened our platform.

Do you have a business coach or mentor? If so, how has this person helped, and would you recommend one to a fellow founder?

I do have many mentors, but not a dedicated business coach per se. I am thankful to all the women of color who have invested their time and efforts in helping me along my business journey. I would absolutely recommend that everyone have at least a mentor or someone in their corner they can turn to about these things.

What is your number one piece of advice for any new founder in the nonprofit (and/or for-profit) space and why? 

Be married to your mission. If your mission is not a natural extension of you—something that comes so naturally to you that you can talk about it in your sleep—then sit on your idea until it becomes that. You should be so clear on why you’re doing what you’re doing that there is no question in anyone’s mind of why what you’ve created exists. When you create out of an authentic place, you’re setting yourself up for ultimate success.

What’s next for you and for Hike Clerb? What are your plans for 2021 and beyond?

World domination! But really, bigger in-person events, more programs, a new way to consume our editorial content, ways to participate across the country, and, for me, a new little addition to my growing team and family.

Photo: Courtesy of Hike Clerb

MORE ON THE BLOG

8 Million Tons of Plastic End Up in Our Oceans Every Year—This Entrepreneur Is on a Mission to Change That

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Sarah Paiji Yoo

When Sarah Paiji Yoo became a new mom, she was shocked to learn the water she was using to make baby formula contained hundreds of pieces of microplastics. She discovered that most of our everyday products, from toothpaste and lotion to household cleaners, come packaged in plastic that, when discarded, finds its way into our waterways and oceans and leads to it showing up in our drinking water and food. “That’s when I decided to cut back on my own plastic consumption, but I quickly realized there were so few non-plastic choices as a consumer,” Yoo tells Create & Cultivate.

Yoo, who started her career in finance at McKinsey, Goldman Sachs, and Berkshire Partners before becoming a serial retail entrepreneur, decided she could have a positive impact on the environment if she built a business that offered everyday products in reusable packaging, which is how Blueland was born. Founded with the goal of ending single-use plastic, the brand pairs reusable glass bottles with revolutionary refill tablets of either hand or dish soap, household cleaner, or laundry detergent, eliminating the need for plastic spray bottles, refillable containers, and the like.

Ahead, the entrepreneur tells Create & Cultivate how she built Blueland from scratch, including why she didn’t write a business plan, how she knew VC funding was right for her company, and what the future holds for the brand post-COIVD.

Can you tell us a bit about your background and what you were doing professionally before launching Blueland?

I’ve been a serial retail entrepreneur for the past 10+ years. I started my journey in startups after I “dropped out” of Harvard Business School and founded Snapette, the largest mobile platform for local fashion shopping at the time, and was eventually sold to leading e-commerce platform Pricegrabber in 2013. I was then a founding partner at a startup studio LAUNCH and helped launch a range of brands including M.Gemi and Rockets of Awesome. Prior to jumping into start-ups, I built my career in finance at McKinsey, Goldman Sachs, and Berkshire Partners.

How did you come up with the name Blueland? What was the process like, how did you know it was the right name, and what are some of the things you considered during that process?

The name Blueland derives from the idea that our planet is all our collective home. We thought of it through the realization that we may rid all this single-use plastic from our houses, but it continues to exist for centuries on this planet, our collective home. It encompasses the notion that our home does not stop at our doorstep, or even the water’s edge, and embodies our hope to return the oceans to their natural, pristine state. We also wanted a name that was very simple and strong, easy to spell, and for which we could own the domain name. 

Did you write a business plan? If so, was it helpful, and if not, what did you use to guide your business instead?

I didn’t write a business plan. In fact, while I’ve launched several businesses in my career, I’m actually not exactly sure what a “business plan” is! My co-founder and I did lay out for ourselves the problem we wanted to solve (single-use plastic packaging), our mission, vision, and potential solutions. We weren’t attached to a single way or path of solving this problem and instead wanted to make sure we had the flexibility to change our plans based on testing, learning, and iterating.

What were the immediate things you had to take care of to set up the business? 

Secure the domain name, trademark, and social media handles and incorporate the business.

What research did you do for the brand beforehand, and why would you recommend it?

I scoured the internet for publicly available information related to sustainable consumer products and cleaning products. I spoke with over 50 different scientists, industry experts, and manufacturers. Starting a brand new business is really hard, so do your research and whatever you can to become an expert on the space and products. 

How did you find the manufacturers you work with? What advice can you share for fellow business owners on finding the right partners?

We had to be incredibly creative in finding a manufacturer since these products simply did not exist, and traditional cleaning product manufacturers do not have tablet-making capabilities. We spoke with over 50 different potential manufacturers, across a range of industries (even candy manufacturers) before finding the perfect set of partners. My biggest advice would be to make early strategic hires who can help you with the process. One of ours was our head of product development, who was formerly the director of formulation at Method. He’s been a critical part of finding the best manufacturers and developing the cleanest, effective formulas.

How did you fund Blueland? What were the challenges and what would you change? Would you recommend that route to other entrepreneurs?

My co-founder and I did bootstrap it for the first year of our work and self-funded our idea and product development. Eventually, we raised a $3 million seed round led by a VC firm. Venture capital is likely not the best type of funding for most businesses. Ultimately you need to understand what the expectations are with the form of funding that you are taking and if that matches how you want to build your business over time. VC investment often comes with expectations of high, fast growth, getting to a large valuation, and giving up some control in the form of board seats. 

How much did you decide to pay yourself, and how did you determine what to pay yourself?

We paid ourselves a fraction of what we were making in salary at our previous roles. For us, we wanted to be able to use as much of the capital to build the business.

How big is your team now, and what has the hiring process been like? 

Currently, we have 24 employees. Hiring has always been one of my highest priorities. Some weeks I still spend hours on LinkedIn looking for and reaching out to interesting talent, for both current open roles as well as roles that we may not be hiring for right at the moment. I’ve learned to start hiring early and be patient because it can take a long time to find the right person, but the right person is absolutely worth searching and waiting for.

Did you hire an accountant? Who helped you with the financial decisions and setup? 

I actually started my career in finance and management consulting. I really loved and valued my experiences at places like Goldman Sachs and McKinsey, as they helped me develop a strong foundational understanding of business and also enabled me to go deep in areas like accounting and finance, which I still lean on today. 

My advice would be for founders to really know their numbers. Always hire great talent in the fields you need help with, but when it comes to finances, make sure you know critical numbers like your costs and customer economics in detail.

What has been the biggest learning curve during the process of establishing your business?

I would say my biggest learning curve and takeaway has been don’t see problems, see opportunities. In all my past failures, I had to stop and realize there was little-to-no value in being stressed or upset, and a lot of value in learning from them and pushing myself to be better the next time around. 

How did you promote your company? How did you get people to know who you are and create buzz?

Marketing is incredibly important because it’s all about figuring out and delivering what matters most to consumers, and how to do it profitably and at scale. At the very start, we were focused purely on organic growth and wanted to focus on achieving product-market fit before investing in any paid marketing. Today, we are more active in running paid social ads, search ads as well as TV commercials. Social media has also become one of the most important marketing channels for us—we grew to almost 200K Instagram followers in just one year. It allows us to both reach new customers organically as well as engage with our existing customers every single day.

Do you have a business coach or mentor? How has this person helped, and would you recommend one? 

I feel very fortunate to have a range of people that I consider as both mentors and friends who I can turn to with my biggest business, career, and life questions. They include former bosses, current and former investors, and even a former professor. I’ve never asked someone formally, “Will you be my mentor?,” but rather these relationships have all developed organically out of close working relationships and genuine connections.

How has COVID-19 impacted your business operations and financials? What tactics and strategies have you put in place to pivot and ensure your business is successful through this period?

Demand for our cleaning products and hand soaps increased by over 300% within the first few months of COVID hitting the U.S. as effectively and frequently cleaning down surfaces and hands became a priority for many consumers. Many conventional brands were also sold out both online and in-stores, and many consumers were hesitant to venture into physical retailers and opted to shop online. We’ve continued to focus on how to make it increasingly convenient to purchase online, including our subscription offering, which we introduced during the pandemic. 

We’ve continued to see the elevated level of sales remain through today. For us, despite the pandemic, we’re finding that our environmental mission continues to resonate with and attract new consumers who are still cleaning and washing their hands at elevated levels. 

What short-term changes will be crucial to your business strategy long-term post-COVID-19 and what plans are you making for when we get back to “normal?” 

We believe we are well-positioned for long-term success beyond this pandemic as we continue to focus on building a strong foundation and fundamentals for the business that will continue to benefit us in a post-pandemic world. This includes our robust portfolio of effective but money-saving products, defensible innovation with over 40 patents pending, an authentic mission-driven brand with a large and engaged community, and a financially sustainable business model. We’ve also increased our focus on highlighting the efficacy of our products and showcasing the test results we have from third-party labs that show our products work extremely well. Previously, we were much more focused on our eco messaging, but believe that going forward, consumers will be equally interested in efficacy.

What advice can you share for small business owners, founders, and entrepreneurs who are also reeling in response to COVID-19?

Brands that can prove that they are providing an essential or desirable good/service, even during a pandemic, will emerge stronger. It’s also critical for brands to also make it increasingly convenient to purchase online and not focus energy purely on brick-and-mortar for the foreseeable future. 

For those who haven’t started a business (or are about to), what advice do you have?

Break down your big goals into small steps. For example, with Blueland, the initial goal to tackle creating cleaning tablets seemed massive. We needed an amazing chemist with relevant experience, we needed to find a manufacturer that could make dry tablets, we needed to find a way to package them in paper instead of plastic, etc. We started breaking the problem down into daily actions that we could take to keep moving forward towards our goal (i.e. we got on LinkedIn one night and literally messaged hundreds of chemists to see who would speak with us). You also really need to hold yourself accountable for the things you commit to doing each day. It ensures important steps are moving forward and at a good pace.

What is your number one piece of financial advice for any new business owner and why?

Shop around and sign up for a high-interest savings account. After raising funding, we had millions of dollars that were now in the bank and could be earning interest. We looked around for savings and money market accounts to find which banks offered the higher interest rates. The difference in annual income we could earn just from interest rates could support one to two full-time hires, so it definitely was an area worth spending time on and only took about 5-6 hours in total.

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why?

I would tell myself to stay tenacious and relentlessly optimistic. It’s going to be a long, iterative path, and most of the time you’re not going to feel 100% ready, or 100% prepared, but there will be breakthroughs when you least expect it and you can’t let doubt thwart progress.

MORE ON THE BLOG

I Spent 3x More Money Than I Budgeted to Launch My Business

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Brittney Ogike

Brittney Ogike knew starting a business would be expensive, but she underestimated just how costly it would really be. “When I wrote my business plan, I didn’t allocate enough dollars to certain areas like buildout and inventory,” Ogike tells Create & Cultivate. “I remember telling our design firm my original budget for the buildout. They pretty much laughed at me and suggested I not work with a firm and go it alone. I had no idea about the amount of money it would take to build the store I was envisioning!”

Thankfully, these expenses didn’t discourage her from bringing her vision to life. As the founder of BeautyBeez, a modern beauty supply store created by and for WOC, she’s bringing an elevated and inclusive shopping experience to women who have been long overlooked by the beauty industry. “For decades, the beauty supply has been left unchanged and wholly inadequate,” Ogike explains. “And more recently, consumer behavior has shifted. Our community has become more conscious of where we spend our hard-earned dollars, but with no place to turn to for our complete beauty needs.”

Ahead, Ogike tells Create & Cultivate all about her business and her founder journey, including the lightbulb moment that inspired her to launch BeautyBeez and the costly lessons she’s learned since becoming an entrepreneur.

Take us back to the beginning—what was the lightbulb moment for your business? 

BeautyBeez was created to fill a gap in the retail industry. What many people outside of the African American community don’t realize, is that ethnic hair care and beauty products are typically sold in small local retailers called beauty supply stores. Every Black woman has memories—both fond and unpleasant—of going to the local beauty supply store with our mothers and shopping for those nostalgic “Black girl hair” products: hot combs, barrettes, relaxers, hair grease, and a whole lot more. It was a space specifically for us! The larger retailers didn’t (and still don’t) carry these items. 

The lightbulb moment occurred when I was shopping for some hair products for my daughter. I was forced to go to our local beauty supply store and left feeling upset about the entire experience. For decades, the beauty supply has been left unchanged and wholly inadequate. And more recently, consumer behavior has shifted. Our community has become more conscious of where we spend our hard-earned dollars, but with no place to turn to for our complete beauty needs. BeautyBeez was created to fill the white space in ethnic beauty. We provide an inclusive beauty experience where women of color can shop, explore and play in a world full of beauty. 

Did you write a business plan? If so, was it helpful, and if not, what did you use instead and why did you take that approach? 

Yes! A business plan was essential in building the framework of BeautyBeez. It helped me establish the mission of the brand, the product offerings, and financials. I also believe it was useful in persuading my family members to join. I still refer to it to this day. 

How did you come up with the name BeautyBeez? What was the process like and what are some of the things you considered during that process? 

When determining the business name, I wanted it to have a few characteristics—unique, brandable, identifiable, and include a personal nod to my family. I wanted a complete departure from the typical beauty supply name with the hopes of establishing the brand as a leading beauty retailer—and not just a beauty supply. The “Beez” in BeautyBeez has a few different symbolic meanings. It acknowledges me (B for Brittney), my daughter (Z for Zara), and the fierce, matriarchal symbolism of the bee animal. 

What were the immediate things you had to take care of to set up the business? What would you recommend to new founders reading this who don’t know where to start? 

The first thing I did was establish the business name. I contacted a lawyer and had them register and trademark the name. Next, I bought the website domain and created social handles on all social platforms, even though I didn’t need them immediately. 

What research did you do for the brand beforehand, and can you explain how you found and compiled that research? Why would you recommend it and why is it important? 

I visited as many beauty supply stores as possible and posed as a customer to figure out how I could fill the white space. I read online reviews to understand the pain points. I spoke with all of my friends about their experiences shopping for their beauty needs and had conversations about how the issues could be resolved. Lastly, I researched the history of the industry. Why was it dominated by a specific group of people? Who are the major competitors? What are the potential barriers to entry? To gather information, I read trade articles, searched the web, and went down every rabbit hole I could find on the topic. It’s important that you’re educated in whatever industry you get into. Stay on top of trends and the laws and regulations that are passed down. 

How did you find and identify the distributors you work with? What are some of the challenges you faced along the way and what advice can you share for fellow small business owners? 

Since I’m a minority in the industry, I faced several challenges trying to open accounts with distributors. I have been charged high minimums, required cash upfront when others are given credit terms and have been flat out denied access. Oftentimes, working directly with the brand was a lot easier to procure products. The advice I would give is to not give up. Reach out to as many different manufacturers and distributors as possible. All you need is one “yes.” And once you get that “yes,” thoroughly research them. Find people in your industry that have done business with them. This will not only help you vet the supplier, but it will also help you in establishing a network of contacts in your new industry. 

How have you funded your businesss?

We are a family-owned company comprised of myself, my husband, and my brother. Fortunately, we are self-funded and haven’t had to seek any outside funding, yet. 

What is the biggest money mistake you made in the beginning and how did you recover from it? 

I’ve spent way too much on inventory. I was so eager to start ordering products for the store that I didn’t fully understand the ordering process with some distributors. They all have different rules and ways of ordering. I should have been more conservative on quantities and asked more questions. I’m currently sitting on hundreds of sewing kits if anyone needs any! 

Did you work full-time at another job while building this one or just dive straight into it? Can you share your experience and what you would recommend to others? 

Yes. I’m moonlighting as a sports manager. My career has always been in sports and I don’t see myself giving up on that work any time soon. I enjoy what I do in both industries—beauty and sports! 

Do you pay yourself? If so, how did you know how much to pay yourself? 

I haven’t paid myself, yet. Once we reach profitability, I’ll be able to start paying myself a minimal salary.

How big is your team now, and what has the hiring process been like? Did you have hiring experience before this venture? If not, how did you learn and what have you learned about it along the way? What advice can you share? 

I have a staff of four part-time employees that work in the store and three corporate team members that assist with operations and branding. Finding great team members is one of the toughest parts of being a business owner. I’m still learning along the way, but the best advice I would give is to hire slow and fire fast. It’s important to take the time to find the right person for the position. Call references, run background checks and do all the things necessary to make sure the candidate is the right fit. If that person isn’t working out, it’s also important to remove them from the position immediately. You can’t let your emotions get in the way, which is a lesson I had to learn. At the end of the day, it’s about your company and what’s best for the business. 

Did you hire an accountant? Who helped you with the financial decisions and setup? 

Yes, I hired an accountant to assist with bookkeeping and monthly financial reports. Admittingly, financials are my weakest skill set. I even audited a college finance class the summer before I started working on BeautyBeez because I know how important it is to understand financial statements and reports. 

Can you share the biggest learning curve or challenge since starting your business and why? 

My biggest learning curve has been the economics of it all. This includes budgeting, forecasting, profit/loss, etc. There are so many financial decisions that need to be made on a daily basis when running a business. Having a comprehensive knowledge of your company’s financial standing is essential for success. I’m constantly educating myself on how to have better margins, determine pricing, and control costs. 

Do you have a business coach or mentor? If so, how has this person helped, would you recommend one, and how did you find one? 

I’m currently in the process of trying to find a mentor or an executive network group to join. Having a mentor or joining an executive group can help you grow as a leader and aids in better decision-making in your business. I would love to have a group of like-minded entrepreneurs to bounce ideas off of or troubleshoot certain issues I’m facing. 

How did you promote your company? How did you get people to know who you are and create buzz? What percentage of your budget goes to marketing and why? What challenges have you faced? 

First, let me say this. If you build it, they will not come! You have to build it, then tell people about it. Marketing was a huge challenge for me in the beginning. I think it was because I was trying to figure out which strategy worked that would give us the best return. We’ve done flyers, banners, a referral program, digital ads, and social media. Social media is where we’ve seen the biggest response. We had to figure out where our ideal customers were. They’re on social! So, we’ve invested a lot of time, dollars, and energy to make sure BeautyBeez is in front of them on all of the social media channels. Presently, we’re spending about 30% of our budget on marketing. 

What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do ASAP? 

I severely underestimated my startup costs. I ended up spending three times more money than I previously budgeted to create BeautyBeez. When I wrote my business plan, I didn’t allocate enough dollars to certain areas like buildout and inventory. I remember telling our design firm my original budget for the buildout. They pretty much laughed at me and suggested I not work with a firm and go it alone. I had no idea about the amount of money it would take to build the store I was envisioning! The lesson in all of this is to do your research in determining potential costs and do not be conservative. 

For those who haven’t started a business (or are about to) what advice do you have? 

Just do it! You cannot wait for the perfect moment. I read some advice when I was in the early phase of developing BeautyBeez that said to complete at least one task a day that gets you closer to your goal. It can be as small as research on a particular topic or as big as creating a website or registering your business. I took this approach and a year later, we officially launched. There are going to be many challenges and hurdles along the way. Take them one day at a time. In the end, the gratification you feel once your business launches will be worth it. 

What is your number one piece of financial advice for any new business owner? 

Pay attention to the numbers. They don’t lie. We create businesses for a lot of reasons, but at the end of the day, we want them to make money. Profitability is the goal for most businesses, and to reach profitability, you need to look at your numbers. What is making the most revenue? How can you increase these sales? What isn’t working and costing too much money? These are the questions you should ask yourself every month and make adjustments. Ultimately, if there is no path to profitability, your business will fail. 

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why? 

I would say slow down. I was so eager to get up and running that I didn’t fully understand many of the aspects that have now cost us a lot of money in mistakes. Yes, mistakes will happen. But, the goal is to not make expensive mistakes. The only way you can do this is to do your research and make informed decisions. 

Anything else you’d like to add?

For anyone out there looking for a sign to tell you to start, this is your sign. Start now! Follow your dreams and don’t let anyone or anything hold you back.

MORE ON THE BLOG

Meet Táche, the New Plant-Based Milk Brand Tapping the Nutritional Benefits of Pistachios

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Roxana Saidi

Pistachios were always in Roxana Saidi’s pantry growing up. “Ask any immigrant from the Middle East and they’ll tell you having them at home is pretty much mandatory,” Saidi tells Create & Cultivate. In fact, one of her most vivid memories dates back to when she was five years old when her father Morteza Saidi, an Iranian immigrant and a serial Silicon Valley entrepreneur, taught her how to open her first pistachio nut. But it wasn’t until six years ago, when Saidi had an entrepreneurial epiphany while visiting family abroad, that the elongated green nut took on an even greater significance in her life.

After enjoying a leisurely lunch with her family in Paris, Saidi found herself craving an almond milk latte when inspiration struck. “I realized that the snack I’ve loved all my life was not only an incredibly delicious and healthy nut but could also be turned into milk,” says Saidi. “The lightbulb went off and immediately upon returning to NYC I started making different versions in my apartment kitchen.” And, after much recipe development, Táche Pistachio Milk was born. Now, the brand is poised to take over the plant-based milk category as a delicious, more sustainable alternative to almond milk.

Create & Cultivate chatted with the co-founder and CEO about how she’s shaking up the plant-based milk industry, collaborating with her father as a co-founder, and paying it forward to young girls and women in her community.

Take us back to the beginning, what was the lightbulb moment for your business?

When people ask me “why pistachios?” a vivid image pops into my mind. I’m five years old and my dad is attempting to teach me how to open my first pistachio. Growing up, pistachios were always in my household. Ask any immigrant from the Middle East and they’ll tell you having them at home is pretty much mandatory. 

Fast forward to adulthood, after a long family lunch in Paris, I was longing for an almond milk latte, but it was 2015 and almond milk had not yet made its way to Europe. It was at that moment I realized that the snack I’ve loved all my life was not only an incredibly delicious and healthy nut but could also be turned into milk. The lightbulb went off and immediately upon returning to NYC I started making different versions in my apartment kitchen. 

Being born into a family of entrepreneurs, I recognized the opportunity for a new healthy, yet decadent and flavorful plant-based milk and decided to bring my father, Morteza Saidi, out of retirement to support me in creating Táche Pistachio Milk.

Did you write a business plan? If so, was it helpful? If not, what did you use instead, and why did you take that approach?

I was a business major, so luckily writing business plans wasn’t new to me. However, as it would turn out, that prior experience was of absolutely no use. Not a single person asked to read my business plan. A lot of people asked me if I had one, but never if they could actually read it. 

On the other hand, my investor deck got plenty of mileage. In the early days, I had a hard time working on it because I so desperately wanted it to be beautifully designed. I couldn’t get past my nascent design skills, yet I couldn’t rationalize spending the thousands of dollars having a designer do it. Luckily, over time, my design skills improved and I got over my perfectionist tendencies, for the most part!

How did you come up with the name and what are some of the things you considered during the naming process? 

Táche is pronounced like the second syllable in pistachio. I actually came up with several names before Táche, but couldn't get any of them trademarked! I think I attempted to trademark three earlier options. In the end, it worked out for the best because I like Táche the most of all the options I came up with. 

My advice for naming and trademarks is twofold: become familiar with the USPTO database and search for the name you want to use for your business in the correct class. Secondly, if you are bootstrapping your business, you can reach out to law schools at local colleges and universities. Most have law clinics where they will do your trademark or patent work with their students pro bono! 

What were the immediate things you had to take care of to set up the business? What would you recommend to new founders reading this?

After getting your trademark process started, I would say the most pressing initiative should be to become intimately comfortable with the financials of your business. It can be daunting, I get that. In my case, I knew I had to scale the business first (meaning for my very first production run the industry minimum was 60,000 units), so there was no flexibility to figure out the financials later or to learn as I go. Overall, the sooner you can be fluent in the economics of your business, the sooner you will be able to confidently lay out a path for the business, raise capital, and understand its runway.

What research did you do for the brand beforehand? Can you explain how you found and compiled that research? Why would you recommend it and why is it important?

I spent three years just on the research phase of Táche learning all that I could. Besides everyone’s research bestie, the Internet, there were two standout sources to my research: podcasts and conferences. With the pandemic, the latter has shifted to more virtual ones and not as many opportunities right now, but attending conferences was instrumental in my research. I attended conferences ranging from NYC Coffee Fest to BevNET Live, and to this day I’m still friends with many of the people I met at those conferences years ago. Luckily, podcasts are more abundant than ever, and no matter your industry, you can find founders talking about their experiences. 

How did you fund Táche? Would you recommend your path to entrepreneurs starting out today? What advice can you share?

I started fundraising a few weeks before the pandemic hit, so I feel like I could write a short book just on this topic alone. For the first four years of building the company, we were self-funded. During the first six months of the pandemic, we raised $1.1million from friends and family and angel investors to fund production, sales, and marketing. It goes without saying, deciding how to fundraise is a personal choice and highly dependent on a number of factors to the business and its founder(s). Talk to people who know you well and whose insights and recommendations tend to be well-reasoned and consistently spot on. When talking “advice taking,” I like to remind advice seekers to first consider the source. 

How big is your team now? What has the hiring process been like, and did you have hiring experience before this venture?

The team at Táche is myself as the CEO, my father who is the COO, and my fiancé who is our chief business development officer. We plan to expand starting in early 2021 and are looking forward to growing the team.

Did you hire an accountant? Who helped you with the financial decisions and setup of the business?

Luckily, with my father’s background and fortuitously having an early investor that is a CFO, we were able to utilize their collective expertise. We did, however, bring on an attorney early on. I could not recommend the brilliant Jessie Gabriel of All Places more for female founders. All Places is a business and legal strategy firm for women by women that walks with women founders through every stage of development: conceiving their entrepreneurial aspirations, locking down funding, launching their businesses, and plotting growth. Jessie has served as more than just counsel; she’s been a mentor to me and was one of the earliest believers in me and building Táche. 

What has been the biggest learning curve during the process of establishing a business? What mistakes have you made?

The biggest learning curve in developing Táche has been operational with respect to creating a shelf-stable, plant-based milk. From ingredient sourcing to manufacturing to health certifications, there’s been an enormous amount of data, formulas, operations, protocols, and regulations to develop and understand. Creating products with a shorter shelf life is generally a much easier path to production, but I was resolute in wanting to develop a highly barista-friendly product and that meant shelf-stable.   

Do you have a business coach or mentor, and would you recommend one to fellow founders?

I would say my answer with Jessie Gabriel (above) is the best answer to this question.

How did you promote Táche? How did you get people to know who you are and create buzz? Did you know anything about marketing before this venture? 

With my years of experience in running my own creative agency, Rx Social, I knew that I wanted to bring on teams to be completely dedicated to promoting the business and utilize my own network as much as I possibly could. Pre-launch, we’ve primarily promoted Táche via digital marketing, PR, and discoverability through coffee shops and retailers in NYC. 

What is one thing you didn’t do in the setup process that ended up being crucial to the business and would advise others to do asap?

In our case, we should’ve started designing the website much earlier. We made a critical error in hiring a web developer without doing a thorough reference check. This is something I can’t advise strongly enough no matter how busy you are: Find time for thorough reference checks. 

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why?

Overthink less, action more. When I action decisions based on my intuition and with assertion, it rarely leads me astray. 

As co-founders, how have you developed a good working relationship? What tips can you give to other business partners trying to make it work?

Considering my father’s entrepreneurial track record and my own experience building brands via my agency, we were able to come together quite seamlessly. While bringing on your father as a co-founder isn’t the most conventional way to start a business, I have such an immense level of trust and support that I feel would be hard to find with any other business partner. My advice is to not rush into any co-founder relationship. The old adage is true, if it seems too good to be true, it usually is! 

Anything else you’d like to add?

Last year, our country elected the first female vice president, which feels auspicious for us as a brand. As part of our ethos as a female-founded and led company, we’re excited to be donating a portion of our profits to support education and entrepreneurship for girls and young women in our community. We partnered with The Lower Eastside Girls Club of New York City as our nonprofit partner in our mission to foster girls’ education and provide them with the mentorship, tools, and support they need to become healthy, successful women. 2020 has been tough on everyone, but we feel optimistic knowing we finally have our first female vice president in office.

MORE ON THE BLOG

This Entrepreneur Is Making the Beauty Industry More Inclusive, One Kajal Eyeliner at a Time

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Priyanka Ganjoo

Priyanka Ganjoo knows all too well what it feels like to be overlooked by the beauty industry. “Growing up in the South Asian community, my relationship with makeup and beauty was defined by Eurocentric standards and the patriarchy,” she tells Create & Cultivate. “It was only when I started working in the industry and playing with makeup that I discovered the joy of makeup and using it to express how I feel.“ Now, she’s on a mission to empower others who have also been alienated by the beauty industry to experience that same satisfaction and self-expression she found.

This past February, the Estée Lauder and Ipsy alum officially launched her own makeup brand, Kulfi Beauty, to center and celebrate South Asian beauty. Named after kulfi, a South Asian frozen dessert similar to ice cream, the brand’s first launch boasts an array of brightly hued kajal eyeliners not only designed to present beautifully on deeper skin tones but, more importantly, to encourage self-expression. “South Asian women can sometimes feel like we’ve been portrayed as the victim or needing charity,” explains Ganjoo. “I want to change that dialogue and present to the world an empowered South Asian who is not only comfortable in their own skin but thriving in it.”

Ahead, the founder and CEO reveals the extensive research she did before launching the beauty brand, the mistakes she’s learned from along the way, and the number one piece of financial advice she’d give to her fellow entrepreneurs.

Did you write a business plan? If so, was it helpful? If not, what did you use to guide your business instead? Why did you take that approach? 

I didn’t write a business plan. I had worked in the beauty industry for years and was the general manager of IPSY Glam Bag, so I understood the high-level economics of the beauty business. I knew the problem I was trying to solve was massive and underserved. What I wanted to figure out was how? 

Celebrating South Asian beauty was the mission from day one. In the initial months, I wanted to understand what that meant beyond me and my immediate circle of friends. I was part of a Facebook group with South Asian members, so I posted on the message board saying something like, “I’m building a beauty brand. Come talk to me.” I did hundreds of in-person interviews in New York, followed by online surveys with people across the world from Singapore to the UK. I wanted to know their attitudes towards beauty, the challenges they faced, the brands they loved, what they thought was missing. 

I flew to Mumbai, India for a month to meet beauty entrepreneurs in India and even signed up for a Bollywood celebrity makeup artist workshop. I took this approach because if I wanted to create delight for our community, I had to understand the space first. Very quickly, it became clear to me that the alienation I had felt in the beauty industry had been felt by many across the world. That gave me the confidence and the data to dive right into building the foundations for Kulfi. 

How did you come up with the name Kulfi Beauty, and what are some of the things you considered during that process?

“Kulfi” is a South Asian dessert, most similar to ice cream, and is made in so many fun colors and flavors. Some of my happiest childhood memories are eating kulfi during summer in Delhi. So, the name came out of two very personal emotions tied to the brand: celebration and joy. 

South Asian women can sometimes feel like we’ve been portrayed as the victim or needing charity. I want to change that dialogue and present to the world an empowered South Asian who is not only comfortable in their own skin but thriving in it. Growing up in the South Asian community, my relationship with makeup and beauty was defined by Eurocentric standards and the patriarchy. It was only when I started working in the industry and playing with makeup that I discovered the joy of makeup and using it to express how I feel. 

Kulfi was the working name for the brief I shared with my creative director, Badal Patel. We did a naming exercise too, where we came up with multiple options, but Kulfi just felt right for our brand personality. Some practical things I looked at were: can we get a global trademark? Can people pronounce it? Is it memorable? The wonderful thing is that while you’ll find it really hard to find any French word not trademarked in beauty (even brands that are not French want to sound French, and what does that say about the industry?), there are so many beautiful South Asian words that are viable options. 

What were the immediate things you had to take care of to set up the business?

The first thing I did was incorporate. Then, I opened a business bank account, where I transferred all my personal savings. Once the brand name was finalized, I bought the domain kulfibeauty.com. I even reached out to the person who owns kulfi.com but they didn’t want to sell. I got the social channels I could, though we still don’t have consistent naming due to lack of availability across channels. 

What research did you do for the brand beforehand, and why would you recommend it to fellow entrepreneurs? 

I highly recommend researching through interviews, surveys, and focus groups. Some of the people I met through this process now follow the brand and are fans even before launch. They’ve been there from the start. The data from the research helped define my product roadmap. 

In April 2020, we launched our digital platform Kulfi Bites. That’s been such an amazing resource. We share stories of relatable and aspirational South Asians. People started reaching out to us with their experiences. Now I regularly ask our community on Instagram for their inputs. 

How did you find and identify the manufacturers that you work with? What advice can you share for fellow business owners on finding the right manufacturing partners? 

Having a beauty industry network who work in product development helped. While I was at IPSY, I had attended trade shows with our procurement team and started to understand the landscape of manufacturers. That’s where I would start if I were starting from scratch: go walk the floor of a trade show (when they are on again).

Once I knew the products I wanted to launch, I got referred to a few best-in-class manufacturers. In my early conversations with them, I filtered based on who was open and excited to work with indie brands and small volumes. I submitted my product briefs to two manufacturers for each category and picked the one that was able to achieve the closest fit in formula I desired. 

Last year, COVID made the product development process challenging for a small brand. We had long gaps in communication with our manufacturers. My advice would be to keep following up and building the relationship because your manufacturers are also trying to do their best and pivot their businesses in times of uncertainty. 

How did you fund Kulfi and what path would you recommend to entrepreneurs today? 

I self-funded the business with my personal savings until last year. Towards the end of last year, I raised an angel, friends-and-family round to support our investments this year. The process was initially intimidating. I had never fundraised before. It was very time-consuming because you are sending a thousand emails, pitching on hundreds of calls, and then following up and following up again until the money is in your account. You hear “no” 99% of the time but you still pitch the next person with the same enthusiasm. 

Whether to fundraise or not is a personal and business decision with a lot of factors at play. Even if you decide not to fundraise, going through the process is educational. Towards the end of the round, I was crystal clear about what I wanted and what I didn’t want my business to be. I also learned about the types of investors I want to bring with me on this journey. 

Do you pay yourself, and if so, how did you determine what to pay yourself?

I don’t pay myself and I don’t plan to until we turn profitable. Every single dollar is going into the business. My partner is supporting my living expenses which is a privilege. 

How big is your team now, and what has the hiring process been like? Did you have any hiring experience before this venture? If not, how did you learn and what have you learned about it along the way? 

The first person I hired was our brilliant creative director. She’s a freelance creative director and we work on a consulting basis. I have a team of amazing interns who are helping me with marketing and partnerships. Our editor works full time on Kulfi. I’m hiring an operations specialist who will join us prior to launch. Most of the people on our team are members of our community who found Kulfi through word of mouth and wanted to help out. I had hiring experience at IPSY, where I built and led a team of nine people. What I consider when hiring is to look for the combination of passion for the company mission and the ability to execute. I’m being mindful about full-time hiring until we are profitable because I have to keep our burn rate low. 

Did you hire an accountant? Who helped you with the financial decisions and setup? Are there any financial tools or programs you recommend?

I hired an accountant to help set us up on Quickbooks. We’re still very early, so I haven’t felt the need for external resources for financial planning. I make my budget on Google Sheets and try to stick to it! 

What has been the biggest learning curve during the process of establishing your business? 

Surrounding yourself with people who believe in you is so important to get you through the rejections and hard times. I had also heard this many times, and it’s true: everything takes twice as long and is twice as expensive. 

How did you promote your company? How did you get people to know who you are and create buzz? 

Our marketing efforts have been very organic. We are building our digital platform Kulfi Bites through one on one conversations and with a community of writers who want to create representation. We got some great early buzz through an article on Allure that emerged from a conversation my friend Loni and I were having about Indian Matchmaking. 

Do you have a business coach or mentor? How has this person helped? Would you recommend one? How do you get one? 

When I have a business question, I go to some of Kulfi’s investors and advisors who are beauty entrepreneurs themselves. In the past year, I’ve built relationships with many entrepreneurs in the consumer space who are great resources. 

I found them through networking during the fundraising process. I tapped my personal network. I applied to competitions and accelerators. Kulfi was selected for Supermaker and VentureCrushFG. 

How has COVID-19 impacted your business operations and financials? What tactics and strategies have you put in place to pivot and ensure your business is successful through this period? 

Our launch was delayed due to COVID. I was planning to fundraise in Q2 2020 but that was not an option anymore. My initial launch date was Q3 2020 but product development was delayed. I focused my energy on what I could do: building community. We built and grew our digital platform Kulfi Bites in this time, which has helped establish what our brand stands for. We held online events with our community. For example, we had a panel with South Asian women in entrepreneurship. I got on a phone call with almost everyone who wrote in. While it can be frustrating to see your plans disrupted, I’m grateful for the space it gave me to grow Kulfi in such an organic way. 

What short-term changes will be crucial to your business strategy long-term post-COVID-19 and what plans are you making for when we get back to “normal?” 

I think the biggest change is how I think about physical retail. I want Kulfi to be where the customer is. Before COVID, physical retail was a big part of the customer journey. During the pandemic, some of that traffic has shifted online and brands overinvested in physical retail have suffered. I do believe consumers will go back to stores again, but it’ll be crucial to find the right timing.

What advice can you share for small business owners, founders, and entrepreneurs who are also reeling in response to COVID-19? 

In March/April 2020, I definitely had a moment where I thought to myself: should I even continue building Kulfi? I’m so glad I pushed through the challenges and uncertainty. This isn’t the answer for everyone. But if you still have the passion for your business and the means to support yourself through these difficult times, keep going. 

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap? 

I wish I had started working on multiple products in the early days. Product development takes a long time and now I can’t spend as much time as I want on it with marketing, operations, and fundraising taking up a lot of my time. 

For those who haven’t started a business (or are about to), what advice do you have? 

Just do it! You only learn by doing. When you put your heart and soul into it, people see that and are attracted to it. 

What is your number one piece of financial advice for any new business owner and why? 

Assume you’ll never raise money. Build your business to achieve profitability with the runway you have. 

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why? 

I would say to myself: believe in yourself. Surround yourself with people who believe in you.

MORE ON THE BLOG

Meet the Black Woman Shattering Glass Ceilings in the Spirits Industry

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Nayana Ferguson

It’s not easy being the first, and it’s not easy breaking into an industry with no prior experience. But Nayana Ferguson, the first Black woman to own a tequila company in the United States, has done both. Leveraging her previous business experience, the barrier-breaking entrepreneur launched Anteel Tequila, which she co-founded with her husband Don Ferguson, in August 2018 with the goal of creating a great-tasting spirit without any additional mixers, syrups, or sugars. Fast forward to 2021, and it’s safe to say she’s accomplished that mission—and she has the accolades to prove it.

Although the Detroit-based premium tequila brand boasts a modest portfolio of three tequilas, including the world's only coconut lime blanco tequila, as well as a blanco and reposado expression, it’s attracted the attention of the spirits industry—and received several prestigious awards in the process. Last year, all three of Anteel Tequila’s expressions were awarded medals at the San Francisco Spirits Competition, with the coconut lime blanco and reposado garnering a silver medal and the blanco receiving a bronze medal, and the coconut lime blanco tequila and the reposado expressions both earned double gold medals at the SIP Awards. The brand is also a beloved hometown favorite and was also recognized by Metro Detroit Times’ readers as the Best Michigan Tequila Brand for the second year in a row.

Create & Cultivate spoke with Ferguson about her experience of building a business from the ground up without a traditional plan, how Anteel Tequila has adapted during the COVID-19 pandemic, and her best piece of financial advice for new founders.

Did you write a business plan? If so, was it helpful? If not, what did you use to guide your business instead? Why did you take that approach?  

No, initially, I did not write a business plan. I’d had other businesses in the past, so I knew what I needed to do to set up the foundation of this business and I knew that I did not necessarily need to have a business plan in the beginning. As the business has grown, we decided to write a business plan to help with our focus on growth, marketing and to be ready for future investments that would require a business plan. I would recommend a business plan for those who may have never had a business before, even if it is a simple one, as it is a great guide and helps a new business focus and organize the important factors, such as a summary of the business, what the company will be doing, marketing, and the products or services.

How did you come up with the name Anteel Tequila? What are some of the things you considered during that process? 

Originally, we started out with the name Teeq Tequila, but we noticed early on that the name did not feel totally right and the name kept getting confused with my husband’s other company Teeqlife. We already had the name Anteel in our list of names for future products, so, we decided to rename the tequila brand. The name Anteel comes from a species of Antillean hummingbird and truly, it just fit better with the brand, the logo, and our story.

What were the immediate things you had to take care of to set up the business? 

The initial items we had to take care of were our Articles of Incorporation and our FEIN in order to open a business bank account. After that, we were able to open a bank account to fund our business, which allowed us to pay for initial material orders, our website, and other items in the business name. Subsequently, we started the process of submitting our trademark and hiring the professional services we needed to make sure that we were legally set up, such as a business attorney and accountant.

What research did you do for the brand beforehand? Why would you recommend it? 

Prior to creating our tequila brand, we went to bars and restaurants to speak with bartenders and owners, to get their ideas on bottle types, their favorite type of tequila brands, and any other suggestions they may have had on creating a tequila brand. This research was beneficial because we found out several things that went into the creation of our bottle and the flavor profile for our tequila brand. For the name Anteel, we researched hummingbird names, since our logo is a hummingbird. Even though there are several names of hummingbirds out there, the Antillean name just spoke to us. Researching a name is a great way to find something meaningful to you, your brand, and the ideology of the company.

How did you find and identify the manufacturers that you work with? What makes a successful partnership and what advice can you share for fellow business owners on finding the right partners? 

I found our tequila distillery on Google. When I started researching, their name came up several times, so I emailed them with questions and they responded right away. After that initial email, we set up a Skype call that allowed us to speak with them directly and we were able to ask all the questions about how to move forward with making our tequila brand. Our distillery was very helpful in directing us on the steps to take and some things that we needed to find out about. I believe successful business partnerships are based on communication, the ability to ask questions, and mutual respect. I recommend to any business owners that they ask questions and try to find potential business partnerships that they feel comfortable with. When you feel that you can get your questions answered and the company you are working with, has your business’ best interest in mind, it is the foundation of a great partnership.

Did you self-fund the company? If so, how did you bootstrap it, and what was that process like for you? What path would you recommend to entrepreneurs today? 

Yes, we self-funded the company for the first year and a half. To make the money that we invested stretch, we made sure to only spend money on essential items for the business. As the business started to grow, we opened a round of investing for friends and family, which has helped us to continue to grow the brand and move our product into other states. I do not know that I could recommend self-funding or raising money, as it would depend on the business. There are several business types that can be self-funded initially and some that would need a significant investment amount. A business owner would need to determine what they need and research or formulate a plan for whatever is needed.

Do you pay yourself, and if so, how did you determine what to pay yourself?

The most important thing is the business, so at this time, neither my husband nor I have paid ourselves from the business. When the time comes for us to pay ourselves, we will determine all the costs needed for the business to grow and we will factor in a salary into that budget.   

How big is your team now, and what has the hiring process been like? Did you have any hiring experience prior to this venture? If not, how did you learn and what have you learned about it along the way? 

The team directly responsible for the executive decisions, the direction of the brand, and its growth is a team of two. However, being in the spirits industry, there are several business partnerships that we have to get our product into the U.S., on the shelves, and in front of our customers. Both my husband and I have previous hiring experience, so when the time comes for us to hire more people for our team, we will be prepared. 

Did you hire an accountant? Who helped you with the financial decisions and setup? What do you recommend and what advice do you have for that? 

Yes, we have an accountant who has helped us with several aspects of setting up our company’s corporation and the accounting firm continues to work with us for taxes and any questions that we have. To keep track of our financials and everyday expenses, we use Quickbooks. This program makes it easy to keep track of everything and allows our accountant to have access to our financials.

How did you promote your company? How did you get people to know who you are and create buzz? 

We have promoted our product in several ways, including social media, in-store tastings, and in-person events (pre-COVID), and business partnerships. By having a robust marketing plan and consistent visibility on social media, these things help to create the buzz, so people know who we are and what our product is.

Do you have a business coach or mentor, and if so, how has this person helped? Would you recommend one? 

No, I do not have a business mentor or coach. However, I do recommend new business owners to have a business coach or mentor, if possible, as they can answer questions, advise of different steps to take, and provide motivation.  

How has COVID-19 impacted your business operations and financials? What tactics and strategies have you put in place to pivot and ensure your business is successful through this period? 

COVID-19 has impacted our business due to the inability to market our product in person at events and in-store tastings. We have also been impacted in sales, as bars and restaurants are no longer ordering as much as they used to, due to loss in customers because of stay at home orders. In order to make sure that we were still growing through this difficult time, we started focusing more on our marketing efforts. Even though we have a consistent social media presence, we started looking more into the content that we were providing on social media and drilling down on what our customers are looking at. We also started working with our public relations company more to get media and press to work on our national visibility. 

What short-term changes will be crucial to your business strategy long-term post-COVID-19 and what plans are you making for when we get back to “normal?” 

The short-term changes that we have made regarding our marketing and social media content are definitely changes that we plan to keep in place for our long-term post-COVID plans.  Whenever we get back to “normal,” we plan to travel to the states that we are distributed in, to participate in social events, have in-store tastings, visit retail locations and create partnerships to further the visibility and growth of our product in those states.

What advice can you share for small business owners, founders, and entrepreneurs who are also reeling in response to COVID-19?

As the pandemic is an unprecedented time, business owners have to start thinking outside of the box, as there are still opportunities out there for businesses to thrive. COVID has created a new “normal” in how we interact with others and businesses need to think of ways that can adapt to these changes. If possible, talking to a business coach or mentor can help to provide motivation and support. Talking to others may certainly help owners/founders/entrepreneurs to remember their “why” of going into business and this could help to reinvigorate their business.  

What is one thing you didn’t do during the setup process, that ended up being crucial to the business and would advise others to do ASAP? 

I cannot think of anything that we did not do in the beginning that was crucial. I always advise new business owners to reach out to other business owners to find out important steps, so that they will not make any crucial mistakes.

For those who haven’t started a business (or are about to), what advice do you have? 

The advice that I have for new potential business owners would be to formulate the plan for your business, research other businesses like yours or similar, and get a business coach/mentor/consultant. There will be so much information to find out regarding a new business, but my other piece of advice is don’t dwell on trying to get everything you need before you start—that is why most new business owners do not start their businesses. Get important information, get advice, but move forward and START YOUR BUSINESS! 

What is your number one piece of financial advice for any new business owner and why?

The number one piece of financial advice I can give is to make sure that your company is set up properly and legally. I would recommend speaking to an accountant about the proper business structure, especially for taxes. This is the one piece of advice that will save money in the long run!

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why? 

If I went back to the beginning with the knowledge I’ve gained, I would advise myself to learn a little more about the spirits industry, the business aspect of it, and how to strategically move into different states. I would also advise myself to keep moving forward, that everything would be figured out, and not to worry.

MORE ON THE BLOG

This Clean Beauty Entrepreneur Wants You to Break Up With Toxic Ingredients

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day-in-the-life feature. We’re getting into the nitty-gritty details of launching a business, from writing a business plan (or not) to sourcing manufacturers and how much founders pay themselves—we’re not holding back.

Photo: Courtesy of Yewande Masi

Yewande Masi knows a thing or two about the benefits of cutting toxic things out of your life. After a particularly painful breakup, she launched Ornami Skincare, a clean skincare brand aimed at inspiring others to eliminate toxins from their self-care routine. “I used to make these products for an ex, and when we broke up, I channeled my energy and passion into leveling up and creating them for my girlfriends instead,” explains Masi. Playful references to the breakup are present in the brand’s punny product names, like Let That Mango Body Butter and No Scrubs Ex-Foliator Scrub.

But Ornami Skincare is so much more than a clean skincare brand. “I started it with the idea of creating a self-care community for women,” says Masi. And she’s done just that by creating a group of “Glow Gettas” on social media. Through Ornami Skincare’s Instagram account, Masi is sharing motivation and inspiration for self-care, wellness, and beauty and bringing women together in the spirit of letting go of negativity, toxicity, and anything that doesn’t serve you. It’s a community that’s all about "zero-toxins, zero-drama, and skincare that keeps it one hundred," as the brand’s IG bio promises.

Ahead, the clean beauty entrepreneur tells Create & Cultivate all about how she launched Ornami Skincare to empower women like herself, why community has been key to her success, and her #1 piece of advice for founders starting out today.

Did you write a business plan? If so, was it helpful? If not, what did you use to guide your business instead and why did you take that approach?

When I was getting my MBA, I wrote a business plan for another venture and used that as a template for Ornami Skincare. Having a business plan has been helpful in making sure the business has a roadmap and stays on track, but business plans are living documents so you have to be flexible to bend while maintaining the core of the mission. 

How did you come up with the name Ornami Skincare? What was the process like, how did you know it was the right name, and what are some of the things you considered during that process?

I was seeking a name that was unique and spoke to the customer I was looking to connect with. I believe my customers are royalty, but I didn’t want to use “queen,” as the word is used a lot. So, I started thinking about the experience of a queen, or someone luxuriating and being adorned. From there, I researched the term “crown” in different languages to see how it sounded. Finally, I landed upon “Ornami” in the Esperanto language. I especially liked the history behind Esperanto being that it was (is) a language spoken by people living in different countries. It spoke to the experience I was trying to create; an inclusive community of women with different backgrounds and experiences but speaking the same language of self-love and self-care.

What were the immediate things you had to take care of to set up the business? 

The first couple of things I did were buy the domain name and build the website. I also set up our business structure (LLC, S-corp, etc.) in-state and obtained our EIN (employer identification number) so we could set up our business checking account to accept payment from orders. I immediately followed up by securing my social media handles. The trademark wasn’t immediate as it was pretty expensive, so for the time being, I use ™ to have rights to the name while we wait for the trademark to be approved.

What research did you do for the brand beforehand and why would you recommend it?

As you know, the skincare industry is a very competitive one. I had to do as much research as I could to see where I could be different. A lot of industry reports were free online and I had access to other research reports by visiting the library and learnings from these resources were used in my business plan. I recommend it. It provides insight into the industry so you have an idea of what you’re walking into and helps you to identify how you can be different from what’s already offered.

How did you find the manufacturers that you work with? 

I started making skincare products out of my own personal interest for friends and family, but when I got serious about the business I took educational courses on the right way to formulate and create all-natural skincare products. This background knowledge ended up being really helpful when searching for manufacturers so I could have a better understanding of the business. I am a huge advocate of referrals and leveraging your network to help identify trusted providers. Also, many, if not all, industries usually have trade associations that can provide supplier lists on their websites, so I would suggest combing through these lists to help you get started.  

What makes a successful partnership, and what advice can you share for fellow business owners on finding the right partners?

Partnerships have been extremely important for the growth of Ornami. The advice that I would offer fellow business owners to take it slow! Do your research in order to find the right partner for you and your business. Try determining early on if the partner understands your mission; you want the people you're working with to align with yours so they’re able to produce the best version of what you’re looking for. Last but not least, ask for client testimonials. Think about all the research one does for skincare products—reads reviews, looks at customer photos, as their friends and family for their thoughts, etc.—and go through that same process with your potential partners. 

Did you self-fund the company? If so, how did you bootstrap it and what was that process like for you?

I have completely self-funded Ornami Skincare. Mostly using savings I earned from my full-time job (which I still have!). At this point, I have not received any outside investments, though it’s not something I’ve ruled out and would likely be open to it if the right opportunity and partnership opened up. 

I wasn’t in a rush to get Ornami Skincare up and running because I was funding everything myself. I made small purchases along the way and started out at local pop-up shops to get Ornami Skincare in front of shoppers and as an easy way to connect with the community. Going this route required minimal financial investment other than my time. I would reinvest any money from the purchases back into the business. I also leveraged online freelance services to hire contractors for one-off jobs, which helped to keep my spend low. 

Do you pay yourself, and if so, how did you determine what to pay yourself?

Most of the money earned is reinvested back into the business. I have experimented with paying myself a 10% commission after hitting a monthly revenue target. This ensures the business meets projected sales forecasts and takes care of me as an employee.

How big is your team now, and what has the hiring process been like? Did you have any hiring experience before launching your business?

I work with an amazing team of six passionate women who are not just my team members, but who are also invested in Ornami’s success. Many of my team members were referrals. I have experience hiring having previously been a manager at Verizon Wireless. One thing that I’ve learned over the time of being an entrepreneur is that you cannot do it all. Pull in the experts and ask for help when you need it. For example, for a brand like Ornami, which is fostering a community, an authentic Instagram presence is essential—but I really can’t do it all myself. I work with a team that believes in my vision and can help carry it out and make sure that I do the things that really fulfill me, like hosting Instagram Lives to foster the community.

Did you hire an accountant? Who helped you with the financial decisions and setup, and what advice can you share?

The first two professionals I hired for the business were an accountant and lawyer. The lawyer was recommended through a friend from my MBA program. When I searched for an accountant, I was looking for someone who was personable and was qualified to work in different states in case I ever wanted to expand. I received a lot of help from my alma mater and my MBA program with regards to my financial decisions and set up. They helped me to look beyond any short-term decisions and to think about how these decisions would affect the company long-term. I would recommend people to reach out to their alma mater and get in touch with their alumni communities. Many colleges and universities are investing in their grads by connecting them to programs to get support for their businesses.

What has been the biggest learning curve during the process of establishing your business?

Digital marketing has been my biggest learning curve, but what I’ve learned is you don’t have to be an expert at everything, and you especially don’t have to become an expert all in one day. Having an understanding of the fundamentals and learning as you go can still help to keep your business moving forward.  

How did you promote your company? How did you get people to know who you are and create buzz?

Ornami Skincare is more than a business or a skincare company. I started it with the idea of creating a self-care community for women, and I always keep that in mind when I’m thinking about how to reach our audience. So, for example, I started Ornami after a breakup. I used to make these products for an ex, and when we broke up, I channeled my energy and passion into leveling up and creating them for my girlfriends instead. Being honest about that story has really resonated with and empowered the women in Ornami’s community, and helped to provide a story behind the brand to really capture people’s attention.

Similarly, I have a lot of fun with our products. The names, like “Glo Getta” and “Let That Mango,” have really helped set us apart from traditional skincare products and have created a bit of buzz around who we are and what we do. It’s all about being memorable. We’ve built a loyal following by being active on Instagram and being creative in the ways people can share the love. For example, we did a #letitglow campaign in the new year that encouraged people to tell us what they were going to let go of in 2021. It’s on-brand for us, but it also generated a bit of social buzz. We even have a special edition of “Let That Mango” packaging that’s labeled, “Let that ____ Go” and comes with a Sharpie so people can fill in their word and make it a daily affirmation.

It’s all about being creative and authentic, and I’ve found that doing those two things have moved the needle for me in terms of brand awareness.

Do you have a business coach or mentor? How has this person helped, and would you recommend having one to other entrepreneurs?

I have a few mentors and I definitely would recommend having one. Even if you aren’t an entrepreneur, I think it is important to have mentors for your own personal growth and development. My mentors have been so helpful. They provide different perspectives, give advice and connect me with people in their network. I found my mentors by being connected to entrepreneurial communities and asking if they would like to be my mentors.

How has COVID-19 impacted your business operations and financials? What tactics and strategies have you put in place to pivot and ensure your business is successful through this period?

I launched my first product in April 2020, so we have been operating in this space the entire time. I do think people have become increasingly focused on supporting small business owners and Black-owned businesses during the past year, and that’s helped to get Ornami some additional attention where we might otherwise have been competing with huge national brands for it. Since we’re so new, I don’t have a “before” to compare things to. Of course, if we were in “normal” times there would be a lot of opportunity for face-to-face events, sampling, and that type of thing. The pandemic has forced us to get very creative with making people understand what we are about without being able to experience it in person.

What advice can you share for small business owners, founders, and entrepreneurs who are also reeling in response to COVID-19?

COVID has been a tremendous challenge for businesses of all sizes, but having founded the company during the crisis, I also think that there are silver linings for business owners. I’ve noticed that people are more conscious consumers over the past year, so if you’re a small business owner or creating a product that’s sustainable, non-toxic, or socially responsible, I think there is a lot of opportunity to make noise now that maybe wasn’t there before.

Also, people have really become accustomed to convenience and e-commerce, so leaning into that is a great idea. We sell online only on our Ornami website and that’s been a blessing over the past year as we are where consumers want us to be. 

COVID has also made it easy for people to become isolated, even unintentionally. Try to surround yourself with other entrepreneurs you trust to provide feedback, perspective, and general support. Sometimes it can be helpful to talk to someone who understands what you are going through. 

What is one thing you didn’t do during the setup process that ended up being crucial to the business and would advise others to do asap?

Set up reminders to file your state’s annual business reports to prevent any potential issues in the future. Some state timelines are different from the general fiscal year so it’s important that you put these in your calendar. I would also add to make sure you understand all of the documents and timelines needed for government filings.

For those who haven’t started a business (or are about to), what advice do you have?

Create a community! It’s so important to have the support of others as you start up. Find other entrepreneurs who are at the same stage you are to commiserate with and mentors to learn from. Make connections with people in other parts of the business who can give you advice and who you can provide value to as well. Be authentic and make it a two-way street and you will find that you can foster a great community that will help you along the way.

What is your number one piece of financial advice for any new entrepreneur and why?

Create a budget early on for how much you plan to spend on the business. Have someone in place to report to who will hold you accountable. Without spending controls in place, things can gradually pile up.

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why?

I would emphasize to myself how important establishing the right mindset is to growing a business. As often as possible, to nurture myself with healthy positivity and eliminate fear. I would also “make the asks” more often for things I needed to push myself and the business forward. It was surprising how many people were ready to say yes and support once I began to ask, that I wish I started asking sooner.

Photo: Courtesy of Ornami Skincare

MORE ON THE BLOG

Why This Beauty Entrepreneur Believes Failing Fast Is Better Than Avoiding Risk Altogether

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day-in-the-life feature. We’re getting into the nitty-gritty details of launching a business, from writing a business plan (or not) to sourcing manufacturers and how much founders pay themselves—we’re not holding back.

Photo: Courtesy of Vie Beauty

When Atlanta-based esthetician Jasmine Lewis first opened the doors to her salon, Vie Beauty, she didn’t have any intention of pursuing a long-term career in beauty. After graduating from Clemson University with a degree in biological sciences, she enrolled in esthetician school and started her salon as a side-hustle to save money for medical school. However, as she worked toward her esthetician’s license, she discovered the deeper connections between biology and beauty and found that it was possible to pursue both of her passions at the same time. So she pivoted.

Then, last year in the midst of the coronavirus pandemic and COVID-induced shutdowns that impacted her small business, Lewis pivoted yet again and launched Vie Beauty’s first product, 30Roses Hydrating Rose Water. “I had developed my own rose water spray to use on clients and kept receiving requests to purchase the spray—that was my ‘aha moment,’” she told Create & Cultivate. “I had every intention of scaling my business, and the rose water spray seemed like the perfect place to start.” And the pandemic presented the perfect opportunity for her to take the plunge.

Below, the up-and-coming beauty entrepreneur spills all the details behind how she built her blooming business, including why she believes it’s always better to fail fast and learn from your mistakes than avoid taking risks altogether.

Take us back to the beginning—what was the lightbulb moment for your business?

Like many people, I was stuck in a job that wasn’t the right fit for me. My family and I were in the midst of a traumatic experience, and my job at the time would not allow me to travel home to be with them. At that moment, I realized I needed to pursue something different, something I was truly passionate about and could create on my own.

I have owned my beauty studio for several years serving clients as an esthetician, and rose water has become an essential part of my services. I start each appointment by cleansing the client’s face and then applying rose water to hydrate the skin. I had developed my own rose water spray to use on clients and kept receiving requests to purchase the spray—that was my “aha moment.” I had every intention of scaling my business, and the rose water spray seemed like the perfect place to start. And thus the 30Roses Hydrating Rose Water was born.

Did you write a business plan? If so, was it helpful? If not, what did you use instead, and why did you take that approach?

I had a very loose business plan when I started my beauty salon. The salon started more as a “side hustle” to save money for my then-goal of medical school, and it transitioned into something greater.

But this year, prior to the launch of the 30Roses spray, I spent more time creating a structured business plan. I created an outline of my business goals with a timeline because I needed a road map to see where I was going and the different milestones that I wanted to hit in that time frame.

How did you come up with the name? What was the process like and how did you know VieBeauty was the right name? What are some of the things you considered during that process, and what advice can you share?

Vie means “to be alive” in French. I believe in choosing life in every aspect of the choices you make, to be alive and fulfilled in all things that bring you joy. The skin is the largest organ of our bodies and seemingly is what keeps us alive. This is why skin health, proper skin education, and being mindful of the ingredients we put on our skin is so vital to living. Also:

• The VI in Vie Beauty is the Roman numeral for 6, which represents the month that both of my grandmothers passed away.

• Our pink logo is inspired by breast cancer awareness, as one of my grandmothers passed away from breast cancer.

I knew Vie Beauty was the right name for my brand because it represented everything I stood for and my “why.” My grandmothers were my whole world, and they are now at the core of my brand. I played around with name ideas that incorporated my name, but it just did not resonate with me. Vie really stuck with me and I felt like it would stand against the test of time. I could picture Vie Beauty as a global brand that could expand into something much more. When thinking of a company name, my advice would be to think long term; think of your 10-year goals for your brand instead of focusing on the now.

When deciding on my business name, I took into consideration whether or not the name was taken, the accessibility of the name, how easy it was to spell and search, if there were any other brands working under the same name, how it looked on paper, how easy it would be for others to remember, and the way the name sounded. Be sure to check for trademarks and search social media to make sure no one is operating under the name you want. Make the name unique to you and your story as well as the mission you want to achieve. But make sure it’s not too difficult to remember, spell or pronounce; you want your business to be very easy for customers to remember.

What were the immediate things you had to take care of to set up the business and what would you recommend to new founders reading this right now?

The items at the top of my list were an Employee Identification Number (EIN), LLC filing, a Google listing, my website domain, and my social media handles across all platforms (even ones that I might not have used initially, just for name security purposes). These are all crucial to secure as a founder of a new business.

I also recommend securing the variations to your domain name (i.e. .org, .co, etc.), your trademark, and any other names that you feel you would like to associate with your brand. It’s an extra layer of security for your business.

What research did you do for the brand beforehand? Can you explain how you found and compiled that research? Why would you recommend it and why is it important?

I started by researching my competitors as well as brands I admired that were doing well and creating some sort of impact in the industry. I didn’t just stick to the beauty industry with my research; I looked at brand strategies in other avenues such as tech to see what made them successful. I religiously read and researched trends and created specific verticals in my research regarding my target audience. I primarily used the internet (aka Dr. Google), my network of supporters, books, and podcasts like “How I Built This” by Guy Raz and “Side Hustle Pro” by Nicaila Matthews Okome. I also used platforms like Pinterest to create mood boards for things I liked and didn’t like as I built the brand. And prior to launching the 30Roses rose water, I got feedback on the product through a series of collaborative pop-ups to test the market. Researching is crucial because it can answer questions that you didn’t even realize you needed to know.

How did you find the manufacturer/production facility that you use? Did you have any bad experiences? What did you learn, and what advice do you have for other founders looking for a trustworthy manufacturer?

I thoroughly researched manufacturers online (aka Dr. Google) and found my current manufacturer through extensive research. I actually had a bad experience with the first manufacturer I used, as they took an extremely long time to develop the product and it still wasn’t up to the quality standards that my customers deserve. Overall, I learned to ask more questions during the vetting process. Get clarity on the scope of work and make sure EVERYTHING is in writing; contracts are essential for every working relationship you have. Get plenty of references, request samples, test and research, research, research before selecting a manufacturer.

Did you self-fund the company? If so, how did you bootstrap it? Did you do a friends-and-family round? Or did you raise seed money or initial investment money? What path would you recommend?

Vie Beauty was completely self-funded—it was primarily bootstrapped through savings, the profits from my beauty studio, and family gifts. The funding route you should choose depends on the rate that you’d like to grow your business. If you are trying to grow quickly, you should aim to raise money and secure investors. But if you are willing to move at a slower, steady pace, it is completely fine to go the bootstrap route. Keep in mind that when you bring on investors, you also lose part ownership of your business; you are no longer the sole owner. On the other hand, investors often provide mentorship and guidance as you grow the business. So it all depends on your goals.

How much did you pay yourself in the beginning?

Like many new entrepreneurs, I actually do not pay myself. I reinvest everything back into the business and paying my team.

How big is your team now, and what has the hiring process been like? Did you have hiring experience before this? If not, how did you learn and what have you learned about it along the way? What advice can you share?

I have an extremely small but mighty team. I do work with contractors for some aspects of the business, but the blood, sweat, and tears are all me (although, my husband does step in from time to time). I had a little hiring experience from previous jobs, but my advice is to thoroughly vet the people you want to work with and make sure they align with your values and goals.

Did you hire an accountant? Who helped you with the financial decisions and set up? 

I do work with a CPA, but I make my own financial decisions. I recommend working with a CPA to get guidance on the financial aspects of your business, especially for tax purposes. There are a few websites that provide amazing advice on accounting and bookkeeping, like Bench. You can also find people on Fiverr that will help get your books in order or work on an on-going contract basis.

What has been the biggest learning curve during the process of establishing a business? What mistakes have you made?

The biggest learning curve for me was planning ahead and developing an overall strategy. I did not plan for the extreme level of growth that Vie Beauty has had, and at times, I shelled out more money than I should have. For example, I’ve had to pay almost four times the cost of shipping to get something rushed over from my manufacturer or even paying for rush jobs if I had planned ahead, I would not have had to face that type of situation. Having a plan in place is better than trying to wing everything on the spot. Always plan for the best-case scenario and the worst-case scenario.

Also, don’t be afraid to ask questions and ask for help. Oftentimes, your network is more than happy to help you and provide the answers you’re looking for. I still struggle with asking for help, so a lot of times, I am not maximizing my time to its full potential. Also, you need to accept that you’re not an expert in everything and learn to be okay with that. Operating in your zone of genius allows you to perform at your highest power. I tried to build my own website on numerous occasions and it was terrible every time. I believe in hiring experts who can fill in those gaps for you. After hiring a professional to design my website, I saw major growth within my brand and also my social presence. So now I am more confident in showing up.

Do you have a business coach or mentor? How has this person helped, and would you recommend one?

Yes, I do have a few business mentors and I definitely recommend having one or two: one in your industry and another in a different one. Business strategies are pretty similar across industries, they are just applied in different ways. For example, the art of maximizing human attention can be applied to any industry across the board that has a social presence. Oftentimes, you can find mentors in your close network that are willing to give you solid business guidance. Look to the people you already know when starting the search for a business mentor.

How did you promote your company? How did you get people to know who you are and create buzz? What challenges have you faced?

Social media and referrals have been my biggest marketing tools. I actually learned a lot of marketing strategies when running my beauty studio, so I already knew quite a bit about how to promote Vie Beauty prior to launching. About 30% of my business’s income comes from marketing efforts. The biggest challenge so far has been Facebook ads; I wasn’t very well versed in Facebook advertising or creating a paid social strategy. Thankfully, I have experts on my team to assist me. Resources like Create & Cultivate have also been very beneficial as I navigate the marketing process.

What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do asap?

The most important thing I could’ve done was getting a trademark and patent. I am in the process of securing those right now, but I wish I had done it prior to launching because it can take a long time to get approval.

For those who haven’t started a business (or are about to), what advice do you have? 

Come out strong and don’t cut any corners. You might be hindering yourself from success by not initially presenting the best product possible. Take risks and don’t be afraid to fail. It’s always better to fail fast and learn from it than to avoid risks altogether. Always aim to be better than you were yesterday, and stay laser-focused on your goals, plans, and brand mission.

What is your number one piece of financial advice for any new business owner and why?

My biggest piece of advice is to secure capital. You have GOT to spend money to make money, so consider your funding options before launching your business.

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why?

If I could go back to the start, I would tell myself to create a solid plan and strategy, don’t cut any corners, and start out strong! Also, be patient with yourself and your process. Your journey is not like anyone else’s journey. Use grace as you learn to navigate the entrepreneurial space and always speak life and bounty over your business.

MORE ON THE BLOG

These Forbes 30 Under 30 Honorees Made One Major Money Mistake When Setting Up Their Business

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day-in-the-life feature. We’re getting into the nitty-gritty details of launching a business, from writing a business plan (or not) to sourcing manufacturers and how much founders pay themselves—we’re not holding back.

Photo: Courtesy of The Creative Label

When Aisha Marshall and Destinee Dickerson received the very first check made out to their creative agency, The Creative Label, there was just one problem—they couldn’t cash it. (Yes, you read that correctly.) As it turns out, the co-founders hadn’t quite gotten around to setting up a bank account for their burgeoning business. “We were two entrepreneurs with a passion and a purpose; creating amazing work was a higher priority than creating a business banking account,” Marshall and Dickerson told Create & Cultivate. “In fact, creating a business banking account was so far down on the list it wasn’t even on the list! We never thought to create one until that moment.“

Needless to say, they added “open a business bank account” to their to-do list and have been cashing checks ever since. Today, the best friends turned co-founders (not to mention, Forbes 30 Under 30 honorees, NBD) are at the helm of a sought-after, full-service branding agency that pushes creative limits and specializes in public relations, branding, and marketing. They’ve even expanded their business to include an aptly named podcast, The Label, in which they share valuable industry insights into everything from how to make money on social media and monetize a podcast to how to implement the latest marketing trends into a business strategy.

Here, Marshall and Dickerson share how they built their business from the ground up, including the crucial mistakes they made and learned from along the way.

Take us back to the beginning—what was the lightbulb moment for your business?

The lightbulb moment for our business was when we realized how big of a role self-work and an abundance mindset plays into not only being a successful business owner but also leaders of our team. 

It all started when we went to the Fast Foundations Mastermind. Des and I were beyond excited to jump right into working on our business, finding out the tricks to scaling and networking like crazy. That’s not what happened on the first day. The first day was entirely self-work. Admittedly, during the first few exercises, I was irritated thinking “How does this apply?” I’m embarrassed at how wrong I was.

Some of the work we did that day showed me why we had the employees we had, why we were working with the companies we were working with, why we were making the money we were making, and ultimately, why we weren’t showing up as our highest self each day. Realizing the correlation between business and self-work was a mind-blowing moment for me. 

After that initial first day, we committed to applying what we learned throughout each facet of business and life. We hired a business coach, Cayla Craft who focused solely on the inner-work and money mindset. Once we put into practice both the teachings from FFM and Cayla Craft, that’s when our business boomed. That’s a moment in business I don’t think I’ll ever forget. 

Did you write a business plan? If yes, was it helpful? If no, what did you use instead? Why did you take that approach?

We attempted to, but it kept getting reworked. We started off as a branding agency, but we quickly realized that after you completed the project, you passed the client off. We wanted to be different. We wanted to be your in-house, outsourced agency. So as we added on more services the business plan began to change. 

Something else that has been so influential to and very much business planning vibes was reading and implementing the teachings of the book “Traction.” This was super helpful once we started building our team, and I’d recommend it as a second step to your business plan. 

How did you come up with the name? What was the process like? How did you know it was the right name? What are some of the things you considered during that process? What advice can you share?

I feel like I’ve mentally blocked that moment out. I really don’t remember much. What I do remember is what we told ourselves going into the process. We knew we wanted to find something that felt good and didn’t feel small. Something that felt like a large agency. Something that told you exactly the type of agency we are, without limiting our services. And that’s exactly what Creative Label is. We’re a creative group of geniuses whose purpose is to share in your vision and help showcase it to the masses. 

The advice that I would give to anyone thinking of a name for their business is, first and foremost, don’t rush! Take your time. Make sure it feels right. Ask yourself questions like, does this name limit my brand or will it allow me to scale? 

The next piece of advice I’d give is to make it unique. A unique name gives so much flexibility to a brand because—if the name is unique enough—there’s no other brand associated with it. This allows you to truly define what you want your brand to be. Not to mention, makes finding a URL and social handles much, much easier.

What were the immediate things you had to take care of to set up the business? What would you recommend to new founders reading this who don’t know where to start?

Oh my gosh—this is the funniest part about entrepreneurship. You don’t know what you don’t know. The immediate thing I would recommend doing is set up a business bank account. 

When we got our first client, we were so excited. They mailed us a check made out to Creative Label for an amount that felt so huge to us at the time. We took it to the bank and guess what WE COULDN’T CASH IT! 

Yes, you read that right. We could not cash our own check. Why? Because we didn’t have a business banking account. Because we were two entrepreneurs with a passion and a purpose; creating amazing work was a higher priority than creating a business banking account. In fact, creating a business banking account was so far down on the list it wasn’t even on the list! We never thought to create one until that moment. 

Funniest #entrepreneurmoment ever!

After a business checking and savings account, I’d recommend the following: 

• Domain

• Social channels

• Trademark 

Some of the biggest frustrations with clients are: 

• Not filing a trademark on a million-dollar idea and regretting it down the road. 

• Thinking of a really cool name, noticing it’s available on IG, then weeks later have the IG handle taken from under them because they never set up the account. 

What research did you do for the brand beforehand? Can you explain how you found and compiled that research? Why would you recommend it and why is it important?

When we were building Creative Label, there was so much limited research out there. It was frustrating. Everyone was stingy with their knowledge. So much was developing with Facebook, Instagram, ads, and digital media in general that everyone wanted to keep their perceived edge. 

This lack of information really shaped the type of company we are today. We realized that the industry we’re in is only as great as you make it. And without education, there’s no growth in the industry. So, we committed to education. This led to our company also serving as a media company. We have a blog and podcast which are platforms to serve our community. Through those channels, we share weekly updates about digital trends and updates and how they apply to businesses. 

How did you fund the company? Did you pitch investors, do a friends-and-family round, or did you decide to self-fund?

We are totally self-funded. Our partners, both professional athletes at the time, wanted to support and invest in our business. But their careers were the driving force for our reason for self-funding. With the constant travel that comes with dating a professional athlete, it really pushed us to want our own thing—no strings attached. So we got scrappy, as all entrepreneurs do, and we funded the thing our damn selves, and I’m so happy we did. 

What are some of the biggest money mistakes you made in the beginning and how did you recover from that? What advice can you share? 

One of the biggest money mistakes we made was not creating a budget, not knowing how much it actually costs to run the business monthly, and sticking to a budget monthly. Knowing what we know now, we would both probably agree that hiring an accountant and a CPA way earlier on to help us with this would have saved us so much time, heartache, and money. 

Did you work full-time at another job while building your business or did you just dive straight into it? Can you share your experience and what you would recommend to others?

While building Creative Label, I was in law school. It was my third year. I set up my 2L year pretty heavily so that 3L year I’d have a lighter load and allow me the flexibility to build a business on the side. I knew I wanted to be in a more creative space, and so Des and I began laying that foundation my 3L year with the goal of being ready to hit the ground running once I graduated. 

Luckily, I had my then-fiancé, now-husband, supporting our household post-graduation. Our household really relied on him financially in those formative years. He was a great support system and that really helped me nurture my passion so it can make a profit. 

How much did you pay yourself in the beginning?

For the first two years, we split up the money like this:

• 30% goes to taxes 

• 20% goes to the business

• 25% commission to myself 

• 25% commission to Des

Once we got to a consistent monthly income and started really building out a rockstar team, we put ourselves on salary thereafter.

How big is your team now, and what has the hiring process been like? What advice can you share?

We are a team of 15! The hiring process, initially, was tough. Here are some things we implemented that have really transformed our team to be more aligned with the company we’re building. 

• Create core values, then hire and fire by these. 

• Create “trip-wire” questions in your application process that are centered around attention to detail. Some examples are questions that end with “and when?” If the applicant gets the answer wrong, don’t go any further. You want someone that has good attention to detail.

• State the role clearly, create goals, and provide incentives when they hit their goals.

• Implement a 3-strike rule.

Did you hire an accountant? Who helped you with the financial decisions and set up? What do you recommend?

Yes, we hired an accountant early on. Our accountant has been an integral part of our business almost since its inception. She often acts as our tie-breaker when it comes to financial decisions. She got us set up with Quickbooks, which has really been helpful when reviewing the budget. 

My recommendation with respect to finances is DO NOT PLAY WITH FINANCES. What good is a successful business if it cannot manage finances? That said, hire a quality accountant early on and pay them well. 

Can you share the biggest learning curve or challenge since starting your business and why? 

Boundaries. As a service-based company, setting boundaries has been very difficult. It got really bad before we realized it wasn’t working. Clients would text us on holidays expecting us to drop everything we were doing for a non-urgent matter. Because we operated with a scarcity mindset and worried about money, we wouldn’t set boundaries. 

We’d allow clients to text or call at all hours of the day. I hate to even admit it, but I will. It’s important to tell the full truth about entrepreneurship because it isn’t always glitz and glam. There were many times where we would allow clients to be disrespectful. 

The stress from not having boundaries and working from an abundance mindset and not a scarcity mindset (shout out to our business coach), is really what made us re-evaluate and only work and operate in ways that are aligned with our core values.

Do you have a business coach or mentor? How has this person helped? Would you recommend one? How do you find one?

Yes, for us it was a business coach and a mastermind group. First, our business coach Cayla Craft’s teachings and philosophies have really helped both in my personal life and business life. 

Second is the Fast Foundations Mastermind ran by Chris and Lori Harder. Since working with them we’ve experienced a crazy amount of growth! 

I would recommend a quality business coach and mastermind 10x10. You can’t put a price on the accountability and business road-mapping—specific to you and your business—that you receive through a business coach like Cayla Craft and masterminds like Chris and Lori Harder. 

How did you promote your company? What percentage of your budget goes to marketing and why? What challenges have you faced?

Crazy enough, we’ve put zero dollars into marketing. We’re solely word of mouth. For us, we get noticed by constantly showcasing the amazing work of our clients and our clients constantly showing how happy they are with their work product. There’s nothing like a referral, I’ll tell ya! 

What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do ASAP?

Get that business banking account, girl! That and an attorney. Our attorney, Lauren Ruiz, is part of our arsenal. She has helped us with so much. After law school, I was only able to get our company so far with the knowledge I had. Lauren has helped us create a legal foundation that’s really allowed our company to be protected. 

For those who haven’t started a business (or are about to) what advice do you have? 

Don’t quit. It will be hard. But don’t quit. Money might get tight, but don’t quit. The entrepreneurial route is hard but so worth it. So let your passion continue to drive you. And like Kevin G says, “Don’t let the haters stop you from doin’ your thang.” 

What is your number one piece of financial advice for any new business owner and why?

Pay your accountant well! Plan for your future, and set monetary goals for your business. Set up your IRA. Get insurance. Don’t pay yourself too much. Leave enough money for your business, don’t take too much for yourself. 

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why?

Delegate, delegate, delegate. Hire help. Hire experts to do in five minutes what would take you three hours. Understand that you don’t need to do it all and asking for help doesn’t make you an imposter. Feeling like I need to do it all really burnt me out. The number one passion killer in entrepreneurship is taking on too much work that isn’t in your zone of genius. Read that twice if you have to.

MORE ON THE BLOG

This Innovative Female-Founded Travel Company Was Thriving—and Then COVID-19 Hit

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day-in-the-life feature. We’re getting into the nitty-gritty details of launching a business, from writing a business plan (or not) to sourcing manufacturers and how much founders pay themselves—we’re not holding back.

Photo: Alina Tsvor Courtesy of El Camino Travel

Katalina Mayorga was busy building a career in international development when a brief conversation with a cab driver in Guatemala changed everything. The chat inspired her to leave her full-time job behind and launch a travel company dedicated to bringing tourism dollars to less-frequented destinations where they could truly make an impact on local economies. Since founding El Camino Travel in 2014, Mayorga has collaborated with local guides to bring intrepid travelers to the palm tree-lined beaches of Colombia, the salt flats of Bolivia, and other off-the-beaten-path places throughout Latin America.

Then COVID-19 hit. The rapidly spreading disease upended the travel industry overnight, and like so many entrepreneurs with businesses rooted in hospitality and tourism, Mayorga suddenly had to reexamine her business model. “While it is daunting, it is also somewhat exciting, because no one really has any idea what the ‘new normal’ will look like in our industry,” the founder tells Create & Cultivate. “This experience has forever changed travel and how it will operate moving forward, which means that despite being a small business, we can still have a large impact on how the industry builds from the ashes of COVID-19.”

Read on to find out how this enterprising entrepreneur built her business from the ground up (without a traditional business plan or a single investor) and how she’s pivoting to ensure El Camino Travel comes out on the other side of the COVID more resilient than ever.

On forgoing a traditional business plan…

“In the early stages of the business, it was important to test out different ideas, revenue streams, and types of trips to see what actually was viable to fill a gap in the market. I needed the flexibility to iterate and change course without being stuck on one way of doing business or feeling like I had wasted time by creating a thorough business plan (which often can be several pages long) that I would not end up using. Instead, I used the Lean Canvas framework, which allows you to start strategically thinking through the most important components of a successful business. I also found the book The Lean Startup by Eric Reis helpful.” 

On coming up with the name El Camino Travel… 

“It was truly a shower moment. I’d thought of several names (none of which I remember anymore), but when I tested them out on people, I got a lot of hesitation or no reaction at all. I wasn’t very excited about them either and knew in my gut they weren’t a good fit. After several weeks, the name finally hit me in the middle of a shower and I immediately ran out and yelled to my husband (who was downstairs), ‘I think I have it! El Camino Travel!’ He responded with a big smile and said, ‘That’s it Kata!’”

“I went back out into the world with that name and realized how sticky it was. Friends loved it and I loved saying it. I think this is a perfect example of one of the most important lessons that I have learned in business. Go let your ideas live in the wild before fully committing to them. Talk to people about them and immediately start testing their viability and marketability. You do not have to tell everyone everything, but do not be so concerned that someone is going to steal your idea. As someone told me early on with El Camino, ‘That’s a brilliant idea, but don’t think that no one else has ever thought of it. It is all about who runs faster and harder with the idea.’”

Photo: Jennifer Chase Courtesy of El Camino Travel

On setting up the business…

“The most important thing is having a strong operating agreement in place. This was a huge lesson learned for me because our first operating agreement is one we got through Legal Zoom. These operating agreements are not enough to address very common issues many entrepreneurs face early on in their business. The best investment you can spend early on is getting a legitimate lawyer that can help you put together a robust operating agreement. Remember that as your business grows, you may need to change your operating agreement to reflect that growth. We are on our third iteration in six years.” 

On standing out from the competition…

“To really set yourself apart in your specific niche or industry, seek inspiration from outside your industry. Look at innovative models and branding that you really admire that have nothing to do with your business and use that creative inspiration to help set you apart in your own industry.”

“Though we are a travel brand, I sought out a ton of inspiration from my work in international development, lifestyle brands that I admired, architecture and design firms, and documentary photojournalism. While the internet makes the world a much bigger place to seek out various resources, it is also very easy to get caught up in your own industry bubbles and to all be drinking the same Kool-Aid and using the same buzzwords. Force yourself to break out of that.” 

On finding local guides to partner with…

“When we launched, I was the local host for almost all our trips for the first two years and I still host two very special trips a year, our Community Retreats. I loved being a host, and it was important for me to have that hands-on experience because it made me understand the intricacies and challenges of the most important role of the trip. It also gave me a strong understanding of what qualities makes an excellent local host.”

“Though I think I am a pretty good host, I knew that having someone who was born and raised in the place we are visiting would add a whole other level of insight or value that I knew I (or any other outsider) wouldn’t be able to provide. This was actually somewhat contradictory to the industry model at the time that valued guides from Western countries or who were from the same places as the travelers.”

“Something felt inherently wrong with that model and not true to our own values. We now exclusively only hire guides from the countries we are visiting and who have interesting perspectives and stories to share with our travelers. They also must be incredibly responsible and detail-oriented.”

Photo: Emmy Hernandez Jiminez Courtesy of El Camino Travel

On funding the company…

“We started through a mix of savings, credit card debt (not a ton and I would really only recommend this as a last resort), and a small loan from friends and family. We have not raised any additional capital since then, and I am very happy that we did not end up going that route. Being scrappy made me really think out of the box in order to reduce our costs, while ensuring we were not sacrificing the quality of our service. We came up with some amazingly creative solutions along the way!”

“In addition, it forced me to focus on what works and leave behind what does not as we had less room for error. We are now in a new stage of the business where we are transitioning from scrappy start-up mentality to a robust operation. With that we also need to shift our mentality in three important ways: 1) not saying yes to everything 2) investing in people and resources that may not lead to immediate return but make sense for long term growth, and 3) not try to do everything myself and hire so that I can properly delegate.” 

On not paying herself a salary for 6 years…

“The plan was to start paying myself a salary this year. This would have been the first time I would have done that in six years. To be honest, it was still going to be less than what I was paying some employees as we were in a period of growth and I wanted to invest in that growth rather than take on loans. Unfortunately, COVID-19 has changed that as we are in a period of trying to stabilize the business.”

“I do have some flexibility right now because I am currently living in Latin America where the cost of living is much lower than the United States, so I am not in financial duress and still can maintain a good quality of life. Thinking outside the box with COVID in all sorts of ways has been critical right now.” 

“However, I was hesitant to even give myself a salary this year (where in past years I just paid myself enough to pay off my credit cards each month) prior to COVID-19, but a fellow entrepreneur turned me onto a new model of accounting called Profit First (there is a book you can read about it). The name is deceiving as it is not focused on profit at all costs, it is just another way of approaching your accounting that allows you to know if you are actually building a viable and healthy business. I have loved it and it has been a game changer for me!”

On scaling the team…

“We are a team of about four right now. I have learned that the most important part of hiring is hiring slowly and making sure you have set up the interviews in a way that gets you to know the candidate from various perspectives. This can be done by asking the right questions. If it makes sense, when you are down to the last candidates, hire them to do a quick task. Yes, pay them during the interview process. It will allow you to see if they are a good fit and how they process feedback, and it could save you much more money in the long run that comes with hiring the wrong person.”

“I did not have a ton of hiring experience, but after a few mistakes, I began to read more about implementing a strong hiring process. I talked to other peers about their lessons learned, best practices, and their favorite interview questions. Finally, this last year we developed an El Camino Professional Values statement that we include in any job announcements and we ask candidates to speak to them directly. This ensures we are being transparent and clear about what we expect from our employees and our company culture from the very beginning.”

Photo: Jennifer Young Courtesy of El Camino Travel

On hiring an accountant…

“We hired an accountant early on, and they have been so important in ensuring we are organized, and we have a system in place to understand our profit and loss statement for each and every trip. That being said, just because I wholeheartedly trust our accountant, that does not mean I walk away from having a deep understanding of our books and our monthly financial statements. I set aside about an hour a week to look at our financials and projections, and block off a full day once a month to deal with all the accounting for the month and reviewing all P&Ls for each trip to see if there are any inconsistencies or if there are opportunities to improve our margins. Know your numbers, margins, and EBIDTA as well as you know your BFF. Knowing this information empowers you as a business owner. 

On picking a niche…

“‘Pick a niche audience within the travel industry and be the best at it.’ A successful entrepreneur who had sold his travel company for $80 million gave me this advice early on, and I didn’t take it as seriously as I should have. I thought diversifying my revenue streams across all types of services and products made the most sense in lowering our risk of failure as we would be able to capture a larger audience. If one thing did not work, then I could depend on the other. However, through trial and error, I realized how much of a time suck this was and how distracting it could be. Once we picked our niche lane and stuck with it, we started to see the best results across the board, and not only financially. It made us much more focused as a company and a team, it allowed me to actually pursue work-life balance, and it gave us a clear sense of purpose to rally around.” 

On launching during the Golden Age of Instagram…

“I always say that the ‘luck’ part of our business was that we launched in the Golden Age of Instagram, pre-algorithm. We understood that it was going to become a powerful source for discovery and inspiration within the travel industry, so we threw all our eggs in that basket. There were many strategies we took using Instagram as our main sales funnel, but I won’t get into them because I do not think it will work now due to how Instagram has evolved. Like the algorithm, we have had to evolve. We rarely do paid ads (I think we spend less than $100 last year on paid ads), and our most powerful source of marketing continues to be word of mouth and our reviews.”

“We also have a clear sense of our brand voice and values and it involves a lot of passion and knowledge. We are not afraid to show that off through our newsletter and social media platforms. We are not obnoxious about it, but are really excited to share all the amazing things happening in these more edgy destinations that are not on people’s radar (but absolutely should be). Finally, we are also not afraid to get personal about what we do and why we do it. For example, I just shared with our newsletter an intimate reflection on consumerism now that I have been living outside the United States for almost a year. All of this has helped us build a deep sense of trust with our audience.”

Photo: Alina Tsvor Courtesy of El Camino Travel

On seeking advice from mentors…

“I have had quite a few mentors who I reach out to for advice on various aspects of the business. However, I feel that many of these relationships are mutually beneficial. I refer them clients and/or I also share my perspectives and insights into the industry so that it is much more of a conversation where we are learning from each other. I also seek advice from individuals outside of the travel industry to push me to think outside the box.”

“I think I have maintained strong relationships by being grateful and humble with their time and expertise. People love to help, but to be honest, cold-calling has rarely worked for me. I try to find someone that can introduce me to the person I am interested in chatting to and make it very easy for them to do so. I send them three well-written sentences that have our elevator pitch and a clear reason of why I would love to connect and what I would like to discuss.” 

On learning lessons along the way…

“I am very lucky because I am actually getting to apply the lessons learned over the past six years to our newest labor of love, Casa Violeta, which is a tropical guest house we opened in Granada, Nicaragua. While not entirely the same, many of the best practices we have identified for El Camino Travel, apply here. My advice would be to be as transparent as possible with your business partners in setting expectations, do thorough market research, and understand the niche you are filling. Build a strong brand with a clear perspective and identity, and let your ideas live in the wild so you can start getting feedback immediately. The latter is the cheapest form of market research.” 

On pivoting in the wake of COVID-19…

“COVID-19 has pretty much upended the travel industry over the past few months and everyone has been impacted, no matter your size or reach. We immediately stayed on top of all the government programs for small businesses and took advantage of all of them. We also applied for grants and were awarded a few. This has given us the ability to stabilize the company over the next few months and be thoughtful about the pivots we need to make as international travel will not coming back for several months. We have been realistic from the beginning about the impact this would have on our small group trips, and I wanted our response to be less reactionary and panic-mode and more a series of intentional actions that would add long term value to the company even post COVID-19.”

“We realized that one of the things we do best is build community, so we are in the middle of doing what we do best offline by bringing it to an online community space where we can bring together inherently curious travelers who resonate deeply with our values as a travel company through The Clubhouse. It’s a membership-based community for travelers who approach the act of travel from a growth perspective, and we offer online salons, photography discussions, boutique hotel tours, and other benefits. Unlike many other online travel communities, we are hyper-focused on the quality of the members that join, rather than the quantity, to ensure the conversation is rich and meaningful. In addition, we are adjusting our trips to offer more private services where you can have a more socially distanced type of adventure focused on unwinding and recharging in beautiful natural surroundings. More on both fronts to come soon! 

Photo: Alina Tsvor Courtesy of El Camino Travel

On rebuilding the travel industry post-COVID…

“While I hate using this world, it truly has been an unprecedented period of time and everyone from the large corporations to the small mom-and-pop shops are trying to figure out how to move forward. While it is daunting, it is also somewhat exciting, because no one really has any idea what the ‘new normal’ will look like in our industry. This experience has forever changed travel and how it will operate moving forward, which means that despite being a small business, we can still have a large impact on how the industry builds from the ashes of COVID-19.”

“We can actively set the tone with others and be architects of the new normal rather than just bystanders. In this case, we are talking to other companies in the industry who we deeply admire for their creativity and innovation in pushing the mold in the industry even prior to COVID-19. We are seeing how we can best unify and collaborate on building a new normal that is more sustainable and equitable, as well as leverage our respective communities in a unified way to come out of this together stronger. To be honest, it should have not taken a global pandemic to get us all talking in a more collaborative manner, but I am glad that it did.”

On collaborating with your peers and tapping your network…

“Do not try to go at this alone. Lean on your various networks. This is the time to work together with other small businesses and start thinking outside the box collaboratively. I think this type of collaboration will be the way forward for small businesses whose budgets are limited. Mentally, it's also a lot less lonely when working with others who are experiencing similar feelings of uncertainty. You can lift each other up.”

“Lean on your community. You can get some of the best ideas by simply having honest conversations with some of your most active and loyal customers. What do they want to see from you right now? What do they expect from you? Where can you continue to add value to their life even during a global pandemic? Asking these questions and getting their feedback will help not only identify your pivot, but it also gets them invested in ensuring you make it through onto the other side of COVID-19. Again, you feel much less alone as a small business owner.”

MORE ON THE BLOG

How This Cool Eyewear Brand Won Over Beyoncé—and Became an Instant Celeb Favorite

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day-in-the-life feature. We’re getting into the nitty-gritty details of launching a business, from writing a business plan (or not) to sourcing manufacturers and how much founders pay themselves—we’re not holding back.

Photo: Courtesy of Coco and Breezy Dotson

The lightbulb moment for the eyewear brand Coco and Breezy came during the co-founders’ formative years, well before they had the funds to turn the concept into a company. “We originally found our love for eyewear from the personal experience of being bullied as kids,” Corianna and Brianna Dotson, the co-founders (and identical twin sisters) behind the brand, told Create & Cultivate. “We would wear glasses to avoid eye contact with people.” But Corianna and Brianna will undoubtedly have the last laugh.

The entrepreneurs launched Coco and Breezy in 2009 at 19 years old with just $1,000 to their names. Since then, they've grown the brand into a coveted eyewear company with celebrity fans ranging from Beyoncé and Ciara to Nicki Minaj and Lady Gaga. This month, Los Angeles locals can shop the brand’s sought-after frames at Create & Cultivate’s Small Biz Pop-Up. Angelenos can visit the IRL pop-up at Platform for a contactless window shopping experience, thanks to Square, or place an order for contactless pick-up or delivery through Postmates.

Scroll on to learn more about the celebrity-beloved brand Coco and Breezy, including how Corianna and Brianna Dotson learned how to “be comfortable being uncomfortable” during those early founding years.

CREATE & CULTIVATE: Take us back to the beginning—What was the lightbulb moment for your business?

CORIANNA DOTSON: We originally found our love for eyewear from the personal experience of being bullied as kids. We would wear glasses to avoid eye contact with people. It started off super scrappy with DIY glasses; we were taking safety goggles and embellishing them with studs and spikes. When we moved to New York with less than $1,000 at 19, we knew we had something. Once we landed in N.Y. from Minnesota, we had people from Nicki Minaj and Ciara to Kelly Osbourne wearing our glasses within the first three months of us arriving in N.Y. As hot as our DIY frames were, it was as fast as it started to die down. 

BRIANNA DOTSON: We then learned how to vertically integrated and how to create original designs from start to finish. Our co-founder, Duane Baker, is an architect and had experience in sourcing and manufacturing. Once we added optical to our collection, that was a lightbulb moment that we started to know our product-market fit and we were creating something that was very scalable. 

Did you self-fund the company, and if so, how did you bootstrap it? If not, what financial path did you take to fund the business? 

BD: We have been self-funded from the beginning until now. 

Did you work full-time at another job while building your business or did you just dive straight into it?

CB: We dove straight in. We started working when we were 15 years old and had three part-time jobs each by the time we were 17 so we always had the hustle mentality. By the time we were 19, we quit those jobs and moved to N.Y. to start our business and have not worked for anyone else. We were very frugal in the beginning, lol.

BD:  But we put all of our time into our business and sacrificed a lot of our social life since we were building our business and didn’t have any comfort. We did not have the privilege of asking our family for money if things didn’t work. That was our inspiration to make it work and be comfortable being uncomfortable. 

How big is your team now and what has the hiring process been like? 

BD: Our team is still pretty small—we have about six main people. We also work with a lot of amazing freelance talent. 

Can you share the biggest learning curve or challenge since starting your business and why? 

CD: In the beginning, we were so young and unaware of scaling. We had a challenge in the beginning when we were just creating product but we weren’t necessarily creating products with the idea of understanding our product-market fit, our true customer, or how we were going to scale. Now that we know all of that information, we have seen a lot of growth.  

Do you have a business coach or mentor? How has this person helped and would you recommend one to others? 

CD: We have had some awesome mentors and just amazing people around us. One particular woman is Sharifa Murdock who is such a powerful woman! She saw something in us in the beginning and gave us opportunities but yet was always hard on us and gave us her honest opinion. 

BD: When you have a mentor or business coach, always know that no question is a dumb question. 

What is your number one piece of financial advice for any new business owner and why? 

CD: From a bootstrap perspective, find ways to be creative and scrappy. 

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why? 

BD: To be honest, I wouldn’t go back because the way we learned everything was through trial and error. We are so grateful for all of the challenges we went through as they made us the founders we are today.

To discover, support, and shop all of the brands featured at the Create & Cultivate Small Biz Pop-Up, head to our C&C Small Biz Pop-Up hub.

MORE ON THE BLOG

Why This Successful Founder Wants You to "Persist" Even When Business Looks Bleak

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their story in our new series, From Scratch. But this isn’t your typical day in the life. We’re getting down to the nitty-gritty from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves, we’re not holding back.

It’s not easy to see the silver lining sometimes, especially in times like these, but small business owner, Blair Armstrong has an important message for anyone who’s feeling challenged right now: Persist.

It’s a simple but powerful call to action that has helped her through tough times and she wants to make sure that small business owners hear it too. “Plan for the unexpected—persist,” she tells us. “Things can change at any moment. You may be one moment or one day away from realizing your goals.”

Armstrong knows all about the highs and lows of running a business. The founder of Gilded Body has made plenty of mistakes—her first manufacturer was a catastrophic failure—but she sees them as valuable lessons on the rocky entrepreneurial path. Because as Armstrong explains ahead, “there are no shortcuts or easy routes.”

If you haven’t heard of her luxurious body care line, then you’re in for a pleasant surprise. Her marble body brush, body balm, bath soaks, and candles are beautifully crafted and urge us all to take better care of the skin on our bodies.

So, of course, we’re thrilled to have her brand in the Create & Cultivate’s inaugural Small Biz Pop-Up line-up in Los Angeles. Locals can now safely shop via Postmates or contactless shopping thanks to Square when visiting the IRL pop-up at Platform.

Ahead, Armstrong takes us behind the scenes of her business and tells us how she built it from the ground up, what it really takes to succeed, and why she still hasn’t paid herself.

On the lightbulb moment…

There was not a lightbulb moment per se but a series of events and recurring thoughts and ideas. I’ve always loved skincare and beauty, which led me to become a Dermatology PA. I had an idea for a product that I believed to be unique and that would be well received. During my training and practice, requests for dry skin and body product recommendations were very common. I wanted to create products that I would confidently recommend. It was important to me that they be beautiful and effective.

We spend an inordinate amount of time caring for the skin on the face, often neglecting the skin below the neck. The skin on the face is 3% of the total surface area of the body but receives 99% of our time and focus. I want to encourage a more balanced approach to skincare, one that includes caring for the body with the same, if not more effort than we have for facial skincare. 

As I worked on the initial product, I began to develop ideas for more products and after a few months, I had a plan for a complete range. I decided very early in my medical training that I wanted to find a way to improve access to dermatologic care and to reduce disparities in care and creating this business allowed me to get to work on it.  

On writing a business plan…

I started without a business plan and created a loose plan after a few months. Creating a business plan proved to be extremely helpful for decision making. It allowed me to work through and articulate my vision, set objectives, and benchmarks. In the process of putting it together, I did a lot of research on the landscape and industry. 

On coming up with the name…

This was one of the most important and most difficult aspects of starting the business. I researched the science of naming, made endless lists, surveyed family, friends, and strangers. I inquired with local marketing agencies that offered naming services. Ultimately, I decided on a name that is inspired by my love for art, architecture, sculpture, and history. I considered the history of the words, how they’re used, what the name would imply and how I could build a story around the name that would work well for the brand and product line I wanted to create.  

View this post on Instagram

A post shared by GILDED BODY (@theartofbodycare) on Jul 20, 2020 at 4:08pm PDT

On setting up the business…

I did all the basics of checking the domain, trademark, and social handle availability. Part of the process that I really enjoyed was working with a graphic designer on the brand logo, font, and creating the brand creative guide. The creative and research aspects of building a business are my favorite. I spend a lot of time thinking about how I can improve and refine. It’s through research and my experiences that I find inspiration.

On brand research…

I researched everything I could think of and anything I thought would even be remotely helpful. I read books and articles about entrepreneurship, starting, and growing a business. I love How I Built This podcast by Guy Raz. I highly recommend taking the time to research as much as you can and as quickly as you can to try to avoid some of the more common and costly mistakes.  Mistakes are inevitable but there is a lot of guidance and information available. 

On finding a manufacturer…

The first manufacturer I found online did not work out at all. As in catastrophic failure. It was a complete waste of time and money but a valuable lesson. I learned the importance of working with a company that will stand behind what they produce. I would advise other founders to ask for recommendations, ask the company for references, and read and understand all aspects of the contract. I was too trusting. 

On self-funding…

My company is completely funded by my earnings, savings, and supported by my spouse.  I haven't done any rounds. 

On money mistakes…

One of the biggest money mistakes I made was paying for services that I didn’t need at that stage of my business. There will always be offers of services that promise to help your business. There are no shortcuts or easy routes. 

On working full-time while building Gilded…

Yes. I worked full-time and worked through my graduate program while building the company.  It was challenging but I cared enough to persist. 

On paying herself…

I did not and have not paid myself. I hope to be able to start to pay myself within the next 12 months. 

View this post on Instagram

A post shared by GILDED BODY (@theartofbodycare) on Jun 5, 2020 at 8:58pm PDT

On building a team…

Gilded is a team of one. I collaborate with experts and freelancers as needed. I’ve attempted to hire a few times. Hiring during the pandemic is proving to be difficult. 

On hiring an accountant…

I didn’t have an accountant in the beginning. Choose one of the top online accounting programs and seek advice from an accountant when the time comes.

On the biggest learning curve…

 The biggest learning curve is learning to juggle so many things and figure out which ones will actually move the needle for my business. I wear so many hats. 

On having a mentor…

I follow some incredibly successful, women that are transparent and share a great deal of information about their journeys.  Recently, I had the pleasure of connecting with two experienced and supportive fellow entrepreneurs. I have monthly check-in calls with one and I chat with the other by phone or email.  I’m a member of Makelane, a community for women in e-commerce. The opportunity to work with like-minded women and the sense of community has been incredibly helpful. 

On allocating budget to marketing…

I’ve tried digital marketing, content marketing, local events, and trade shows to promote the company. I’ve also tried influencer marketing. A significant percentage of my budget goes to marketing because my company is relatively new and I’m still working to build brand awareness. Marketing is obviously critical to business success. A solid marketing strategy cannot be overvalued.

On the importance of email…

I didn’t set up email marketing early and learned how crucial it is for business. I would advise others to not make this mistake. 

On her #1 piece of advice for aspiring small business owners…

I would advise people who want to start a business to reach out to and talk with entrepreneurs. Try to learn as much as possible about the challenges, opportunities, and inevitable obstacles.   

On her #1 piece of money advice for founders…

My number one piece of financial advice would be to keep proper accounting of all expenses, especially in the beginning—proper record-keeping is important.  

On advice for her younger self…

If I could go back to the beginning, I would encourage myself to go faster, commit to the business sooner. To listen to my instinct. That opportunity is often disguised as hard work.  

Entrepreneurship is unlike anything you will ever do in your life. Don’t feel pressured to start a business because it’s the thing to do. Take the time to explore your interests and you will uncover your passion.

To discover, support, and shop all of the brands featured at the Create & Cultivate Small Biz Pop-Up, head to our C&C Small Biz Pop-Up hub.



How This Artist Turned Her Love of Product Design Into a Cool Accessories Line That Makes People Smile

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day-in-the-life feature. We’re getting into the nitty-gritty details of launching a business, from writing a business plan (or not) to sourcing manufacturers and how much founders pay themselves—we’re not holding back.

Photo: Courtesy of Steffi Lynn Tsai

Naming a business is no easy task. The right one is not only memorable but also embodies your values and conveys your distinguishing characteristics to potential customers. For artist Steffi Lynn Tsai, inspiration came from an unlikely source: a plastic take-out bag. “I literally decided on the name the day I decided I wanted to open up my shop and was eating take out from a bag with a have a nice day design on it,” Tsai tells Create & Cultivate. “I thought of Have a Nice Day because I wanted something cheerful, easy to remember, and just overall a happy saying.”

Known for her quirky, colorful work, the name was a perfect fit. Have a Nice Day boasts the artist’s signature smile-inducing designs on everything from stickers and stationery to socks and T-shirts. Although her glass mugs and water bottles are sold out on online, you can snag the sought-after Have a Nice Day Glass Water Bottle at Create & Cultivate’s inaugural Small Biz Pop-Up in Los Angeles where locals can safely shop via Postmates or via contactless shopping, thanks to Square, when visiting the IRL pop-up at Platform. During times like these, who couldn’t use a reminder to “have a nice day?”

Ahead, Tsai takes us behind the scenes of her career as a freelance artist and tells us how she turned her love of product design into a cool accessories line that makes people smile.

On launching her online shop…

“Honestly, it started because I loved seeing my work on items and was experimenting with hand making a lot of my products. It came to a point where I was just hoarding all these handmade goods at home! I posted a bunch of my work online about all the little things I was making and people seemed to like them! So one day, I just decided to start selling them!”

On writing a business plan (eventually)…

“I definitely fell into ‘starting the business’ because my original thought was just to create work and share it with the world! I loved experimenting and just seeing what my illustrations or lettering could look like on a product and selling them helped fund that hobby and it turned into something profitable. I didn’t create a business plan until much later on, when I realized I had to make a plan in order to expand. It definitely helped a lot for me to think and reflect on where I wanted to see the business in five years.”

On coming up with the name “Have a Nice Day”…

“I literally decided on the name the day I decided I wanted to open up my shop and was eating take out from a bag with a have a nice day design on it (the classic plastic bag). I thought of Have a Nice Day because I wanted something cheerful, easy to remember, and just overall a happy saying. It was perfect and simple, and people say it almost every day to at least one person. I loved that. I don’t believe in forcing something to happen. I may be a very persistent person, but I think things should come naturally. Be observant, look at everything around you, listen to everything around you. You might hear or see something that just ‘clicks,’ y'know?” 

On setting up the business logistically…

“I had a really hard time with this because I thought everything would be super easy. I started off on Etsy and it was just ‘an Etsy Shop.’ To me, I thought that was good enough. It is really difficult for me to not have control over every aspect of my life, so asking for help was not an option I wanted to explore. That being said, my biggest advice is asking for help and not to be stubborn about it! Your resources are all right in front of you and your biggest resources are your peers. Ask fellow business owners questions!”

On finding the look and feel (and audience!) for the brand…

“I kind of fell into starting a business so I didn’t do this right off the bat. But what I did, later on, was: make a mood board, make lists of your market, and research your demographic.

1. Mood board: I am a very visual person, so I like to take photos and collect items that I catch my eye. Making a mood board is so important because you can see everything you like in front of you and find the connections between everything. This will help you with your brand colors, aesthetics, etc.

2. Lists: Make a list of all the shops that you admire, that you shop at, that will be your peers. See what they are doing and what is successful for them 

3. Research your demographic: What kind of age group are you looking to sell to? What are they into? What is trending for them?

On locating the right manufacturers to work with…

“Lots, and lots, and lots of Googling and asking for estimates and quotes. It is super scary and hard to invest money into a product, A) you’ve never made before, and B) from a company that you’ve never worked with before so make sure you look at all your options!” 

On self-funding the company…

“I did a lot of freelancing jobs and saved a lot. I have always been super good at saving because I am in constant panic that one day there might be a crazy emergency and I will need a large amount of money for some reason? That paranoia definitely helped with saving. Obviously, this depends on the type of business and the product one is trying to make—because different products cost more or less. I personally think self-funding will always be my go-to because I feel like I am in total control.”

On making the mistaking of stocking too much inventory…

“Most production prices go down when you order in bulk, so it is appealing to order (for example) 1000 stickers at $0.25 compared to 100 stickers at $.75. But the worst thing is to have too much inventory that is not moving. It is basically just sitting money. There was one time where I thought I could move a lot of a specific product, and I didn’t. The product was not selling and just had thousands of dollars worth of products, sitting around in my apartment. And I don’t think I really ended up profiting from it.” 

On freelancing from the get-go…

“I actually started freelancing in college and then started the shop right after I graduated. I have always been super eager to work. So I took advantage of all my downtime to freelance and save money because I knew I didn’t want a full-time job ever. And after I graduated, I immediately started my shop.”

On growing a team…

“I have an assistant that helps with some orders, but I personally like fulfilling orders myself. I like that I get to touch every order and add a personal touch. However, as Have a Nice Day grows, I will definitely have to sacrifice that detail since it will end up being not practical.”

On being transparent…

“I think it is important to be transparent and open about what goes on behind the scenes. People want to know the BTS! Show them!”

On her #1 piece of advice for aspiring small business owners…

To be kind of yourself, be open to learning, don’t be discouraged, and make sure you put love into what you are doing—it’ll show.

To discover, support, and shop all of the brands featured at the Create & Cultivate Small Biz Pop-Up, head to our C&C Small Biz Pop-Up hub.

MORE ON THE BLOG

I Left a Steady Paycheck in Corporate America to Start My Own Future Fortune 500 Company

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day-in-the-life feature. We’re getting into the nitty-gritty details of launching a business, from writing a business plan (or not) to sourcing manufacturers and how much founders pay themselves—we’re not holding back.

Photo: Courtesy of Dorian Morris

As you may have gathered from the headline, Dorian Morris is ambitious. The Harvard Business School alumnae was busy climbing the corporate America ladder with her sights set on becoming one of the first Black female CEOs of a Fortune 500 company when she decided to take the leap and launch her own inclusive beauty startup instead. With an impressive résumé—which includes stints at CoverGirl, Sundial Brands, and Kendo—she was more than prepared to take on the competitive multi-billion dollar beauty industry.

Determined to disrupt the space, she founded Undefined Beauty, a clean, conscious, inclusive brand focused on democratizing beauty and destigmatizing what Morris calls "plant magic.” From manufacturing to marketing, she uplifts oft-overlooked communities by partnering exclusively with female-founded, minority-owned, or LGBTQ businesses. Needless to say, this is just one of the many reasons we’re proud to partner with Morris and Undefined Beauty for our inaugural Small Biz Pop-Up in Los Angeles where locals can safely shop the brand’s limited edition Glow Detox bath soak via Postmates or via contactless shopping, thanks to Square, when visiting the IRL pop-up at Platform.

Ahead, Morris talks us through her impressive career journey, from climbing the corporate America ladder to bootstrapping her own future Fortune 500 company. Trust us, you’re going to want to keep an eye on this space and add Undefined Beauty’s Glow Detox to cart, if you haven’t already.

On establishing a solid résumé…

“My background is a beautiful mosaic of retail, consumer packaged goods, and beauty, ranging from merchandising at Macy's, classical brand building at General Mills to learning the ins and outs of the beauty business while at Kendo, and continuing to evolve and master other beauty categories while at Sundial Brands and leading CoverGirl U.S.”

On building a future Fortune 500 company…

“While at Harvard Business School, I honestly thought my purpose was to lead a large Fortune 500 as one of the first Black female CEOs, but now, as I embark upon this startup journey, it's quite a different yet exciting adventure to be building my own future Fortune 500 company, from scratch. Each experience on my professional journey has built key tools that I can now leverage as an entrepreneur, including how I want to operate as well as how I do not want to operate, because actions are what determine your company values and culture.”

On leaving corporate America…

“After leaving corporate America, having built successful brands for other people, I felt it was my time to create something special and powerful for myself. As a beauty junkie, I'm always dissecting ingredient lists and realized there are a lot of less-than-ideal ingredients in our everyday products that aren't necessary. As the industry shifts towards greater transparency, I felt there was an opportunity to focus on clean, non-toxic beauty but do so in an accessible, approachable way.”

On discovering the benefits of cannabis…

“I discovered the beautiful benefits of cannabis, specifically CBD, via a former colleague. As I started my product development research in 2018, I found there wasn’t an efficacious yet fun and accessible CBD brand, focusing on the destigmatiation of cannabis while elevating conscious capitalism in the process. I created Undefined Beauty to fill this void: clean beauty meets adaptogens (CBD) meets social impact.”

On democratizing beauty…

“Undefined Beauty is a lifestyle brand focused on changing the narrative around clean, nontoxic living, democratizing beauty and infusing social impact in the process. I believe in plant power and the role adaptogens play in helping us individually become our best self, both inner and outer beauty, with CBD being for the first adaptogen I chose to highlight in my first collection, Indigo Rose. I want to empower women and men everywhere to explore, embrace, and celebrate their own unique beauty while also giving back to the community: purposeful beauty, unleashed.”

On tapping into conscious capitalism…

“I expanded the concept of conscious capitalism by launching Undefined Collective, a disruptive retail platform that is focused on elevating female-founded, minority-owned, LGTBQ, local and CBD brands because one plus one can equal five when indie brands come together. I have over 50 brand partners that have come together around this aligned vision and have executed a successful physical brick-and-mortar pop-up in Oakland, California, and more importantly, we have been able to educate the community on the amazing benefits of cannabis and demystify its internal and external benefits. Undefined Collective is continuing to evolve and I'm working on something special in the Arts District of Downtown Los Angeles that will launch very soon.” 

On destigmatizing and elevating CBD…

“The cannabis industry was built off the backs of the Black and Brown community, which are being denied access to the commercialization opportunity now that the regulatory landscape has shifted. Undefined is focused on destigmatizing and elevating CBD and taking it one step further. My goal is to infuse social good and purposeful impact into my business model to drive sustainable impact.”

“First, across my supply chain, I exclusively partner with female-founded, minority-owned, or LGBTQ businesses, from my labs to my warehouse to my designer—it’s all about business empowering business. Secondly, once I scale, I would like to focus my social impact lens on female incarceration, given the unfortunate situation that many in jail are there because of cannabis. As the daughter of law enforcement (my mom is one of the first Black female California Highway Patrol sergeants and is now a cannabis evangelist as the store manager of Undefined Collective Oakland), I’ve seen the broken law enforcement system and have family members that have been incarcerated for drug offenses (and some that are still in jail), so I’ve seen first-hand how difficult it is to reacclimate post-release.”

“I want to bring positivity from something that once was negative. I operate by the model ‘do good, be good,’ and Undefined can be the bridge by providing employment opportunities and forging strategic partnerships to be part of the solution. As one of the few bootstrapping, Black female-founded CBD brands, I feel representation matters both in showcasing we are here in the space as leaders and also in helping write the future of this dynamic, evolving industry.”

On taking the leap without a business plan…

“I didn’t create a formal business plan because I felt that in the ever-changing, evolving beauty space, sometimes you need to jump off the cliff and build your wings on the way down. Where many founders stumble is getting caught up in analysis paralysis and you hesitate and miss key moments to drive the trend. Timing is everything. In addition, you have to be adaptable, fluid, and flexible because, ultimately, it’s the consumer who decides what brands win and what brands flop. I think you will never have all the answers and the best approach—especially when building a bootstrapped brand like Undefined—its to embrace an ‘iterate the great’ mindset, be strategic about staging risk, and continue to listen and evolve based on learnings and consumer shifts.” 

On landing on the name Undefined Beauty…

“Finding the right name was a fun process. I traveled to Atlanta to have an ideation sesh with my best friend who is a former indie beauty founder as well (she has a successful beauty line in Ulta) and has been an invaluable confidant on my startup journey. We went old school, with large poster boards and markers, brainstorming words and ideas that captured the vision I had for Undefined. The concept is really about challenging the status quo, changing the narrative, breaking the rules, and approaching beauty and wellness through a clean, conscious, inclusive lens. It’s about redefining, reframing, and rejecting what beauty and wellness have historically stood for; there’s more than one way to be, live, love, consume, appreciate, vibrate. It’s about celebrating the beauty of choice.”

“In ideating names, Undefined was the clear winner. I personally hate rules and being told what to do and Undefined embodies this mindset that rules are meant to be broken, especially when the rules were set up by a patriarchal system that did not (and still does not) want diverse and underrepresented community to thrive. It’s about taking our power back. Not conforming. Embracing individuality, quirkiness, duality, fluidity, and uniqueness. Not putting limits on yourself and moreover, recognizing you are not alone and you are more than enough.Beauty starts in your head, not in the mirror, and Undefined is about reinforcing and celebrating this new and important approach to beauty and wellness.”

“As a Black, queer, female founder, leading with purpose is part of my brand DNA, and it shows up in how I personally lead—focused on radical transparency—and it also shows up in how I communicate, inspire and educate my community, a.k.a. my Undefined Crew. My advice would be to find a name that represents your vision but also ensure from a business perspective, you can secure a URL—mine is a bit nonconventional since the basic version wasn’t available so I use un-definedbeauty.com—as well as social handles that embody the name. Sometimes you have to get creative and that’s ok. For example, my socials are @UndefinedBeauty_Co and @Undefined_Collective given some iterations were already taken.”

On setting up the business…

“My first step was selecting a brand name then securing URLs, social handles, applying for trademark protection. Next, I started to build the Instagram community—since I was starting from scratch months ahead of brand launch, it was about setting a tone for the type of content and community I wanted to create. Next, I started to build out briefs on the product parameters and innovation I felt was missing in the marketplace, which helped inform which types of manufacturing partners made sense to engage. Next, I started to work on the brand DNA which included creating a logo, color palette, and communication tonality. Closer to launch, I created an e-commerce site—very scrappily—using WIX and eventually moved to Squarespace—but if I was to start over, I would build off Shopify from the beginning which has a lot of integral functionality built-in.”

On differentiating the brand in the market…

“Understanding your unique value proposition is important because this will help clarify your differentiation in the market as well as provide parameters and boundaries as you build and grow. You have to understand who you want to target because if you want to target everyone, you’ll end up actually connecting with no one. Understand and research your category, competitors, ingredient benefits and trends and understand where the whitespace is that you can authentically compete.”

On finding the right manufacturers and production partners…

“This has been an important learning. Given I was a corporate beauty vet, I understood who the large manufacturers players were across categories but most have a very large minimum order quantity (MOQ), so I opted to work solely with female-founded, minority-owned, LGBTQ-founded suppliers which actually ended up being a competitive advantage as they typically have lower MOQs, allowing me to move faster to test innovative concepts.”

“It’s a win-win as conscious capitalism model is close to my heart and I’m helping empower communities that have been historically left to the fringes. Honestly, finding the right partners is a bit of trial and error but tapping into events and forums like Indie Beauty Expo, CosmoProf, MakeUp in LosAngeles, and Expo West, which bring together the business-to-business (B2B) suppliers has been invaluable. It will be interesting to see how these in-person events evolve in the post-COVID world.”

On building a financially stable foundation…

“As a bootstrapped founder, I self-funded launch and leveraged pitch competitions to help provide some financial fuel to the business. It’s definitely a slower build, but for me, it felt right, and I can build a sustainable foundation instead of driving growth to appease investors. I was lucky to own real estate in San Fransisco that I purchased while at Sephora and Kendo which allowed for Airbnb income to help me cover my living expenses, but I’m still in a place where I don’t pay myself so every dollar of profit is invested back into the company.” 

On being strategic and getting creative…

“I’ve been very strategic with every dollar I spend, and I actually don’t think of things as mistakes; they are all learnings to help you do things better going forward. My advice is to stage your risk by keeping your MOQs low and find creative solutions if you end up with packaging overstocks, which actually given the current supply chain disruptions, for me, has been actually a blessing in disguise.”

On working another job while building the business…

“I was consulting for a previous employer, General Mills, in the beginning of the Undefined exploration process, but as it started to take over my mindshare, I gracefully bowed out of the consulting engagement to fully commit to Undefined.” 

On getting out of your own way…

“Self-doubt and imposter syndrome are real—don’t believe it, get out of your own way, and remember that the universe always has your back.”

On valuing collaboration over competition…

“I lean heavily on my network of fellow startup founders to find creative solutions to challenges, information share, and help uplift one other. It’s truly collaboration over competition.”

To discover, support, and shop all of the brands featured at the Create & Cultivate Small Biz Pop-Up, head to our C&C Small Biz Pop-Up hub.

MORE ON THE BLOG