7 Low-Cost Strategies for Small Businesses to Acquire (and Retain!) Customers

Photo: Smith House Photography

Ready to grow your business from a seedling into a forest? Introducing The Growth Hacking Bundle. Designed to walk you through the ins and outs of SEO, content creation, and making waves in the digital space, this downloadable bundle is packed with essentials for acquiring and retaining customers and seeing your small business thrive.

Ready to become a growth hacker? Ahead, we're outlining some creative, low-cost strategies—from SEO to digital media optimization—to help small businesses acquire and retain customers, expand your audience and see it thrive. Keep scrolling for seven important growth-hacking channels to go after when building your user base, and add The Growth Hacking Bundle to your cart for more tips.

#1 SEO (Search Engine Optimization)

Hire a good engineer to build your site in a way that makes your company show up at the top of search results. If that isn’t in your budget, then sign up for a website that has all of that included in the backend like Squarespace or WordPress. Include popular search terms in the copy, tag, and meta-tag all assets on your page, and include hyperlinks out to other sites whenever possible. Download our SEO 101 guide in Insider’s inventory and teach yourself or someone on your team.

#2 SEM (Search Engine Marketing)

Find out what are the most common search terms related to your company, and buy them on Google Ad Words. This is the best-paid strategy to help your business and its URL show up higher in search results.

#3 Product Management

The intersection of user experience, technology, and business. Product management involves closely monitoring user experience/behavior, and editing the technology in response to this behavior in order to best achieve the desired business goals. Google Analytics is the most accessible product management tool.

#4 A/B Testing

Offering your customers two versions of a product and monitoring which one they prefer. Once you find which version they prefer, you can accelerate your marketing efforts to get more bang for your buck.

#5 Facebook/Instagram ADS

Facebook has the capability to track activity across multiple devices (phone, computer, tablet) and best target the users for your product, Facebook ads may seem annoying, but they are the most effective for converting fans into paying customers. Facebook can almost guarantee you customer acquisition, it is up to you to determine whether the price of acquisition makes sense for your business.

#6 Email Capture

Capturing an email from a customer is a sign that they are willing to engage with you beyond just passively observing. Capturing emails allows you to deepen the relationship with your prospective clients through survey questions, distributed content, and calls to action that drive them back to your site, or convert them into paying customers.

#7 List Building

Break your fans and customers into differentiated lists so that you can target them differently from one another, and more accurately play to their preferences.

Ready to take things to the next level and grow your business?

Add the Create & Cultivate Marketplace The Growth Hacking Bundle to your cart, or get unlimited access to our entire library of downloads and videos when you join Insiders.

This story was published on May 6, 2020, and has since been updated.

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5 Tips for Taking Care of Yourself Without Sacrificing Your Business' Success

Photo: Christina Jones Photography

This time last year, I was sitting at a desk, in a corporate job that I thought was “the job.” In reality, I was working myself into the ground for someone else’s bottom line. My health was at an all-time low—both mentally and physically. I was exhausted and needed a change. That’s when I decided to take my side hustle full-time. 

In our fast-paced, highly competitive world, being “stressed out” is one of the most common feelings. As an entrepreneur, it’s easy to let stress become part of our daily routine. But I’m here to tell you, it doesn’t have to be that way. It’s time to stop accepting the high-stress lifestyle as “just the way it is.” You do not need to work 24/7, and push, drive and grind until you break. It is possible to build a successful business with balance and wellness at the core. 

Often, I see entrepreneurs fall into chronic stress because they believe that hustling until you can’t hustle anymore is the only way to succeed. I was one of them. As a young entrepreneur, I personally experienced burnout, and the long nights lying awake with thoughts about all of the different ways that I could grow my business swirling around in my head. Eventually, at age 22, I was left with a chronic illness. My body gave me a “force quit” and taught me a lesson that has become part of my life’s work to share.

Today, I run my new business with an autoimmune disease and a new mantra: Stress is inevitable, but it is not uncontrollable. 

Learning to manage stress has been an essential part of my success in business. And I can promise you this: running a business with self-care in mind is a lot more fun (and more productive!) than operating from a place of burnout.

So, to the busy, stressed-out, and overworked entrepreneur reading this, here are my top five tips for taking care of yourself without sacrificing your business success.

1. Don’t Sacrifice Your Routine

When you know you have a busy day ahead, it’s easy to skip journaling, working out, or even eating breakfast, and head to the computer first thing. It’s also easy to keep working after 5 pm because you’re determined to cross things off your to-do list before calling it a day. Having both a set morning and evening routine gives you a sense of control in stressful times. Doing so can set the tone for your entire day and can help you transition into an evening mode that allows you to be present for friends and family, and for yourself!  Even if you’re not a “routine person,” try starting off your day without your phone and do something just for you. 

2. Delegate and Outsource

Outsource the things that drain your energy or take you out of your creative flow. Things that suck up your time are not worth it. Bringing in backup may make your margins tighter at first, but as all good CEOs know, investing in a team that helps you expand and grow will return the cost in more ways than just revenue. With less stress, you can focus on innovation in your business, as opposed to worrying about smaller day-to-day tasks. When you’re feeling sick or close to burnout, don’t be afraid to lean even more on your team. That’s what they are there for! Your business and your team can manage a day, a week, or even a month without you if you’ve trained them well. 

3. Treat Yourself

Whether it’s a full spa day or diffusing your favorite essential oils, be intentional about doing things that bring you joy. The entrepreneur life can be lonely, so try calling a friend or family member once a day. It’s amazing how much a good friend can lift your spirits. My favorite stress-reliever is ending my day with a warm bath with Epsom salts, baking soda, and a few drops of lavender essential oil, which releases stress and toxins and makes my home feel like a spa.

4. Get Moving

I try to get some form of exercise every day. It may seem obvious, but it’s a game-changer. Exercise works wonders for releasing stress and clearing your head on a busy day. When you’re feeling overwhelmed, step away from your desk for a quick walk around the block or a 5-minute ab workout. Every evening, I clean up my desk, shut down my computer, and go for a walk to clear my head and disconnect. This helps me to be more present in my post-work hours and improves my sleep at night. No more lying awake thinking about business.

5. Meditate 

Om’s the word! Meditation, whether in the form of yoga, prayer, journaling, or traditional meditation, helps to reprogram your body from a stressful fight-or-flight mode to peaceful alignment. Meditate on what you’re grateful for, or on what you have already accomplished, and let your mind wander away from the stress. I also love doing the 5-5-5 breathing exercise (breath in for 5 seconds, hold for 5, out for 5, hold for 5, repeat) when I find myself holding my breath and working in overdrive. 

When you’re feeling stressed, overwhelmed, and run down, the best thing you can do is to take a step back and assess the whole picture. Your mental and physical health has to take priority in order for your business to have sustainability and long-term success.  Taking care of yourself is not selfish; and it doesn’t have to be expensive, time-consuming, or a “chore!” But the alternative—neglecting your wellness now—can stop you in your tracks, throw off all of your productivity and forward motion, and make it so much harder to get it back. Trust me on this one. So shut your laptop, go draw yourself a bath, go on a walk, or unwind and watch a movie with your people. Your work can wait; and when you readdress it, you’ll be more focused and more efficient as a result. You not only deserve it...you need it. 

Remember: stress is inevitable, but not uncontrollable! Integrating balance, wellness, and self-care into your life today will make you a healthier, more productive, and more successful entrepreneur in the long run.  After all, life’s a marathon... not a sprint.

“S

tress is inevitable, but not uncontrollable!”

—Gracie Thomas, Founder of Gracie Thomas Consulting

About the Author: Gracie Thomas is a marketing and brand consultant and the founder of Gracie Thomas Consulting. The GT Brand helps female health and wellness professionals scale their business through brand strategy and design and marketing consulting. Ever since her diagnosis with an autoimmune disease and Lyme disease, she stands to help female entrepreneurs build successful companies while keeping their own wellness in mind.

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This story was originally published on September 24, 2020, and has since been updated.

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Do You Have the Top 7 Traits for Entrepreneurial Success?

Photo: Create & Cultivate

Are you cut out for the crazy, hectic, and yet super fulfilling life of being an entrepreneur? We’ve worked with countless business owners over the years, and thanks to our conferences and digital summits, we spend a lot of time with startup owners, owners of growing companies, even people juggling four or five companies at once. Unfortunately, not every business owner will make it for the long haul, but I’ve definitely noticed seven traits that are common threads among those who do well.

Do these traits sound like you? Read on to find out if you have all of the elements required to be a successful entrepreneur.

1. You’re Curious.

You don’t ever think you know it all, and you’re always learning, experimenting, and hungry for more, no matter how long you’ve been in the business. Your vision and passion inspire others to action and your curiosity keeps your business innovative. 

2. You’re Highly Engaged.

You always know what’s going on with every aspect of your business. When there’s something you should know but don’t understand, you talk to the experts on your team until you get it (whether that’s your manufacturing team, your CFO, your company’s attorney, etc.). 

You’re also actively engaged with your employees. You understand that the success or failure of your business ultimately relies on you.

3. You Have a Big-Picture Vision.

You understand why you’re in business and you’re able to take a step back and see your company for what it is. You understand that entrepreneurs tend to be serial business launchers and you aren’t overly attached to your current projects. 

You also have an end desire in mind, whether that’s where you’d like your business to be in 20 years or when and how you’d like to sell it.

4. You Have an Even Temperament.

You maintain a calm, even-tempered demeanor at work no matter what’s going on. You don’t take out your stress on others or let the urge for control of the call of anxiety get the best of you. You can be relied on to always keep your cool. This trait helps you make clearer and more balanced business decisions. It also sets the tone for a healthy-functioning work environment. 

5. You Have Excellent Negotiation Skills. 

You walk into every negotiation situation knowing what it is you want and what you’re willing to give up to the other side. You work on improving your negotiation skills every time. Negotiating is a huge part of business— from negotiating with vendors to everyday smaller negotiations with the members of your team.

6. You Surround Yourself With Top Talent.

You aren’t threatened by the prospect of not being the smartest person in the room. You know that you don’t know everything and that there’s always more to learn. As such, you make it a point to surround yourself with people who excel in different disciplines and areas of business. This extends to your social groups but also the members of your team and your consultants. 

7. You’re Willing to Work on Any Area of Your Business.

You don’t reserve your efforts for CEO or co-founder activities. You take care of whatever needs taking care of and don’t make a big deal of it. 

About the Author: Syama Meagher is the CEO and founder of Scaling Retail, which has launched brands around the world using a combination of expert advice and creative marketing strategy. We believe in the power of hard work to grow and build your businesses. Discover Scaling Retail at www.ScalingRetail.com.

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This story was originally published on August 25, 2019, and has since been updated.

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How to Keep Calm About Money When You Start a Business

Photo: Christina Jones Photography

Funding your business is like re-enacting the first scenes of a Bond film. It’s fast-paced, dramatic, and highly unpredictable. But in the end, you know you’re at the beginning of the story, and M(s)r. Bond (that’s you) is very likely to prevail. S/he overcomes the first of the saga’s challenges by acting nimbly and exhausting even the most obscure options. You’ve got this. 

Here’s how to suit up, fight on, and tackle any financial challenge (whether it be personal or entrepreneurial) with that calm, cool, and collected charm that only Bond can balance. Because after all, aren’t we all aiming to fight financial obstacles with precision and grace in a beautiful British sports car? 

#1 Be prepared. Be very prepared. 

Ask any of your more tech-centric friends who their favorite Bond character is and they’ll likely say, “Q, of course.” That’s because Q prepares Bond for any high-speed chase or “sticky” situation. Here’s how to prepare yourself (and your wallet) to be financially ready to take the leap (or free-fall) into entrepreneurship. (Let’s be honest, these are all great for personal money management too). 

1. Build up your credit score if it’s less than 700. You’ll want a good score to open your business account, which can open up some credit lines when you’re strapped for cash. Believe us, this isn't a matter of if, it’s a matter of when.

2. Secure a little nest egg. While we know some bada$$ founders who had very little sitting in the bank, having an emergency fund to fall back on personally can seriously help with your stress levels. 

3. Know your next 3 steps. Before even publishing your website, know what you need to 1. Start your business, 2. Get your first client and/or 3. Build a community of loyal, paying customers. Stress reduction is all about knowing where you’re headed and how you’ll get there. Think of these as your GPS coordinates to locate that beautiful Aston Martin. You need them to slide into that leather seat and zoom through the road ahead. 

#2 List out your priorities (and everything else).

Lists are our best friends. BEST FRIENDS. We have lists for to do’s, to don’t’s, how to do’s, etc., etc. Listing out your priorities might be less of your on-camera Bond persona, and more like your very real, Money Penny (equal bada$$) reality. That’s ok. Your lists will help reassure you at the end of a very long day that you did some good, you defeated some evil, and you know what’s left to accomplish.

Here’s how to get your financial priorities set: 

1. Find the right team. As much as you may think your Bond alter-ego can go it alone, you can’t. He doesn’t. Why would you try? Determine what your weaknesses are early and hire someone better suited to manage that aspect of the business. Even better, find a co-founder. They invest, they’re likely to take as little-to-no income as you, and they work just as hard. (Plus, you then have someone to talk to about all the obstacles that arise). 

2. Negotiate everything. Set a projected cost for all of your assumed expenses. Then mark down where you think you can save 10, 20, 50%. If you’re working with contractors, remember they need your logo just as much as you need their work. 

3. Build SMART (specific, measurable, achievable, relevant, time-based) goals and milestones. List out your necessary milestones for the next year and then set reasonable goals to help you hit those targets. This will help you decide what you should spend money on now and where you can press pause if needed.

4. Always ask yourself, “What will investors think?” If you’re going to rely on outside investment to help you hit your goals, make sure you’re developing a financial plan that’s aligned with your market, your audience size, and your investment goal. Try and learn how investors think (which is different than business owners!) to craft your messaging and pitch. You can be debonair as all hell, but if your gadgets don’t help you defeat the bag guy, you’ll be left vulnerable. 

#3 Be kind to yourself. 

After a long, grueling defeat of the villain, what does Bond do? He takes a vacation. And as you’re building up your Bond-like entrepreneurial persona, you should try to too (have you decided on your code name yet?). Taking time away from your business no matter what stage it’s in is always going to be hard. There will always be emails to answer, ideas to craft, missions to crush. And yet, you will never be your full Bond-self if you don’t take the time to recover. 

Here’s how we prioritize kindness and self-care even after the most trying days: 

1. Find something to pay attention to after a long day, that isn’t a screen. Nature, anyone?

2. List your fears and come back to the list often to assess and reframe. At the end of the day, you’re not fighting some evil foreign power who wants the world to end. Try reframing each fear into an opportunity. For instance: “I’m afraid we’ll fail.” Turns into, “If we fail, I’ll only be disappointed if I haven’t given this f&cker my all. If I have, I’ll know I’ve done something great.” 

3. Ask for help. We never do this enough and often by the time we have it’s too late and we’re already drowning in stress. Don’t wait. Find your support network of entrepreneurs, advocates, advisors, colleagues who can help you navigate even the darkest or most uncertain situations. 

4. Build your Bond Backbone with a daily mantra. Here are some thought starters: “I am strong. I am capable. I am right for this. I am wise. I manifest my abundance.”

And there you have it. Taking that entrepreneurial leap can be scary, but when you have the right mindset, a good plan of action, and enough certainty that at the end of your story, you’ll be stronger, more resilient, and ready for anything, you’ll find a feeling of empowerment that far outweighs any obstacle or villain that might stand in your way. Now go out there, embrace your inner secret agent, and become the titan of industry you were born to be.  

“H

aving an emergency fund to fall back on personally can seriously help with your stress levels.”

—Maia Monell, Co-Founder and CMO, Nav.it

About the Author: Co-founder and CMO Maia Monell has experience in growth marketing and brand strategy for developing software firms as well as in global women’s development. Prior to Nav.it, Maia worked with sports technology brand Bridge Athletic and holds an M.S. in Marketing Strategy & Innovation from Cass Business School. Maia's background in developing programs for professional female athlete campaigns and Brand Ambassadors gives her the unique experience to develop Nav.it’s authentic voice and brand promise.

About Nav.it: Nav.it is a banking app that helps you build healthy financial habits.  Pay down debt, automate savings, track spending, and learn how to more optimistically navigate your financial future with Nav.it'sancial roadmap. Nav.it changes behaviors around money by providing personalized tools that build confidence in your money moves. Financial wellness starts here!

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This story was originally published on September 10, 2020, and has since been updated.

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Pro Tip: How to Approach a Client About a Late Payment

Photo: ColorJoy Stock by Christina Jones Photography

We’ve all more than likely been through this particular situation but I’m curious: how many of you reading this are happy with the way it was handled? In my experience, people are typically afraid to approach a client about late payments because they’re afraid of annoying or upsetting the client.

Your clients do not hold all of the power.

They should be just as concerned with annoying or upsetting you by being late with their payments. And more likely than not, these situations can be easily solved with some good ole fashioned communication. So let’s break down how to approach and communicate with your clients about a late payment.

Why it’s important

You need to get paid, that’s why.

Scenario #1

You’ve been working with a new client and after the first month of service, submitted your invoice. Another month of work has gone by and you’re about to submit your second invoice but haven’t been paid for the first invoice you submitted. You originally agreed to payment schedule terms with your client at the start of your working relationship and put a “net 30” payment deadline in your scope of work and invoice.

If the terms have been agreed upon and this is the first time you and your client are working together, it may take time to get the first payment process into rotation with Human Resources (HR) and Accounts Payable (AP).

While this isn’t ideal for any situation, it’s one of the many hurdles of freelance life and it’s better to prepare for it than not; but that doesn’t mean you shouldn’t say anything when a payment is late either.

Say this

“I’m getting ready to submit my second invoice and wanted to let you know I still haven’t received payment for last month’s services. Do you have everything you need from me to get this processed? If so, can you please let me know when payment is expected to come through?”

Don’t say

“….”

The breakdown

When it comes to talking to your client about getting paid, more people opt for saying nothing over something. It’s imperative you keep an open dialogue about payment processing so you can better manage your personal finances.

Freelancers don’t have the luxury of bi-monthly paychecks and your clients will understand this. Remember, your services are an investment and they should respect your time and business by actively communicating when payment may be late.

If you approach your client about a late payment and they’re able to share why it’s running late and when it will be processed, that’s a great first step. Take note and document it in a follow-up email with the information that was shared if the conversation is held in person or over the phone.

From there, hold your clients accountable. If the date comes that they said you’d receive payment and it doesn’t process, follow up with another email. Chances are, there’s another department that handles payments and your client will do their due diligence to make sure you get paid.

Scenario #2

You’ve submitted not one, but two invoices that have not been processed. You’ve approached your client about the first late payment and they gave you a timeline for when it would be processed. Now you have two late invoices and it’s time to submit invoice number three.

Say this

“I’m getting ready to submit my third invoice and have still yet to receive payment for my first or second invoices. The terms we agreed upon have not been met and I’ve followed up several times to try and resolve this matter together. With respect, I will have to cease my services if these late invoices aren’t processed by one week from today. I hope you can understand the difficult circumstance this puts me in and that we can work together to reach a solution.”

I have a feeling this is going to cause some mouths to drop.

What? Cease services?

YES. You need to get paid!

Freelancers, hear me! This is business 101.

Clients and freelancers create a circle. You should be getting just as much value from the relationship as your client is getting from you. This isn’t just measured in dollars. This is measured in reliability and respect. If you have continually met your deliverables and communicated your expectations for payments and they’re not being met, then it’s time to take a stand.

It will be difficult but it is necessary. And it will light the fire under your client’s butt because if you’re doing your job right, having you around makes their work-life easier and they should want to keep you happy and ultimately, paid.

What financial situations have you found yourself in that you wish you had communicated better? Share them in the comments or send me an email at hello@thescopeblog.com.

“Clients and freelancers create a circle. You should be getting just as much value from the relationship as your client is getting from you.”

—Audrey Adair, Founder of The Scope

About the author: Audrey Adair is a seasoned freelance communications professional and founder of The Scope, a platform providing resources and community to freelancers and the self-employed. Connect with The Scope on Instagram and join their email list to receive your free resource, The Freelancer Starter Kit.

This post was originally published on April 30, 2019, and has since been updated.

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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.

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Can Live Chat Increase Sales for Small Businesses During COVID? She's Banking on It

Although nothing can replace face-to-face interactions with customers, live chat is the next best thing during the coronavirus pandemic. And it’s certainly having an impact on small businesses. The more personal and direct form of communication live chat offers helps create deeper customer relationships that, in the long run, become stronger and more loyal, generating more revenue. Take it from small business owner Sabrina Zohar, the founder of Softwear who has seen a dramatic increase in sales conversions since she started using Messenger from Facebook to live chat with her customers in real-time.

According to the small business owner, the immediacy of Messenger has been crucial to the success of her business through COVID and, ultimately, changed the way she interacts with her customers for the better. “The ability to communicate instantly when someone is browsing on your website is like having a conversation with someone in real life, except COVID locked us up and took that fun away from us,” Zohar tells Create & Cultivate. “We have mere seconds to catch someone's attention and answer that question, which could be what closes the sale—you can't lose that opportunity.”

Here, Zohar shares how she’s using Messenger to cultivate deeper relationships with her customers amid the pandemic, why it was the right platform for her business, and how she’s keeping up with the influx of messages and DMs during COVID.

CREATE & CULTIVATE: What are some of the factors you considered when choosing the best platform to communicate with your customers, and why was Messenger the right fit for your business?

SABRINA ZOHAR: Accessibility, ease, and immediacy of the platform. It's 2020—everyone we know and their mothers (literally) have Facebook. Instead of making my client acclimate to a new way of doing things, I am meeting them where they are with something they are familiar with and comfortable using. Facebook pops up instantly on my phone and within seconds I’m having a full conversation with someone.

Have you seen a positive impact on your business as a result of using Messenger?

10,000%, yes. During COVID, I was tie-dyeing for 12 hours a day, packing orders, moving the factory into my apartment, and planning for a future collection with the hopes this would all work out. Having Messenger allowed me to chat with clients all over the world who had questions or wanted help ordering. It allowed me to create a relationship with my customers and a dialogue I think so many of us have missed. 

What are some of the most common customer questions you receive through Messenger and how has your ability to answer them quickly boosted your business?

Sizing is probably the most popular question, but during COVID, I got lots of questions about the custom tie-dye! Softwear products can be specific with fit and sizing, so being able to give a quick answer and help the client understand, leads to their satisfaction and, ultimately, a sale on my end. The questions evolve as the seasons pass, but the ability to answer instantly allows the boost in business to continue. 

Have you experienced customers asking questions via Messenger leading to sales? If so, what percentage of engagements would you say are converting?

Absolutely! I have seen almost 65% of the clients I speak to on Messenger become customers. The best part? We also become friends! I’m able to chat with them anytime and we develop a rapport, I love it. 

What advice can you share on how to keep up with the influx of messages and DMs during this period? 

Get it done. If you have an influx of messages and DMs, that means you’re doing something right, that's something you should be stoked about! The more eyeballs on your website, product, social the more sales and growth you’ll see. I answer instantly because I know a sense of urgency ultimately yields the best results. 

Are there any Messenger tools or features that have helped you better manage this increased volume? What tips and tricks can you share?

I have Messenger alerts on my phone which makes it really easy and efficient to reply quickly. Having the alert allows me to be immediate in responding, which is what will ensure you’re giving the best customer service possible. 

How have you approached marketing and messaging to resonate with consumers but also sell products and keep your business alive during COVID? 

I am super transparent and honest with everyone that follows either my personal Instagram or the Softwear IG page. I believe that being authentic with your audience will resonate versus pretending to be something you’re not. I struggled over COVID and I didn’t hide that from anyone because, guess what, we all struggled. I made videos to show how I was pivoting and really let everyone into my world to help lay a brick with me on the foundation of the business. 

What advice can you share for leveraging social platforms and customer service tools like Facebook, Instagram, and Messenger to help drive e-commerce sales? What learnings can you share?

Social media will change your business if you know how to utilize it. The only way to learn is to try. We have changed and tweaked so many things about the brand as a result of social media and will continue to evolve the brand that way. Instagram is a free look book that is direct to the consumer, utilize that. Put your chat front and center so that guests learn to interact with the chat and truly utilize every aspect of what Facebook is offering.

What advice can you share for fellow small business owners on building strong customer relationships virtually?

Be real. That's it, honestly. Just be real. Being authentic and warm with your clients shows how much you care. I always say, “If you own a piece of Softwear, you have a piece of me,” and that follows through beyond just wearing our hoodie. I handwrite thank you cards for all orders. Is it sustainable in the long run? No, but right now, I’m building a brand, so I have to go above and beyond while I still can do those things. It will change your relationships since virtual is all we have right now. 

How do you ensure that your consumers feel seen and heard and what advice can you share for how small biz owners can replicate your success? 

I answer every email/DM/inquiry to ensure everyone feels like they're important because they are! There is nothing worse than reaching out to a brand just to get a generic email that goes unanswered or a customer service rep that repeats the same thing over and over after a two-hour wait on hold. This is your business, and no one knows your business like you do. Make sure you’re there for your customers and offer that knowledge. 

How is COVID driving innovation in customer communication and what are your predictions for the future of the space?

It’s no surprise that COVID has changed the way things will be for a long period of time. Things we became accustomed to are shuttering and it is paving the way for new brands to rise from the ashes. I think social media and direct chats will be the new norm and offer even more immediacy than email. Every day, we as consumers, grow more impatient and want immediacy (remember dial-up modems?) Now more than ever, and with so much competition, you have to do everything you can to stand out and offer what the bigger guys CAN'T. 

Sentence Finishers:

In three words, customer communication is… 

Immediate, authentic, helpful.

My #1 tip for small business owners is…

Crawl before you can walk and learn to ask for help. You can't do it all alone (trust me, I should know) so don't be afraid to ask for help and understand it takes time. 

The best way to support small businesses right now is by…  

Sounds harsh, but try to not ask for a discount. Ultimately, every dollar spent keeps the brand going and it’s all appreciated. 

A fellow small business owner I admire is… 

Kate Davis of Knockout NY. Kate had a dream to help women feel safe and empowered through her jewelry. She inspires me every day with her mission and perseverance.

COVID-19 has taught me… 

I am stronger than I ever thought I was.

To learn more about Messenger From Facebook, head to their Marketing with Messenger page and their Business Resource Hub.

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47 Gifts From Women-Owned Brands for Everyone on Your Holiday Shopping List

Photo: Christina Jones Photography

If there’s one thing we are in full support of over here at Create & Cultivate HQ it’s women-owned businesses. So many of them have joined us at our summits and conferences, contributed to our panels or blog, and educated us all on their journeys to success (including the mistakes they learned from along the way).

Since we’re committed to shopping small this holiday season, we’re supporting women-owned businesses with our wallets and encourage you to do the same if you’re able to. Ahead, we’re sharing products for every type of gift receiver, so check out these ideas and wow your friends and family with these creative, by-women products.

For the Wellness Enthusiast

Ceremonia The Scalp Power-Duo

What’s more relaxing than a scalp massage? This gift set includes both a miracle-oil hair treatment and a scalp masajeador for maximum benefits.

$38

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Gilded The Marble Body Brush

This handcrafted body brush will inspire even the most stressed out person on your holiday shopping list to make more time for self-care.

$88

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Highborn Salome Aromatic Anointing Oil

Crafted with organic, sustainably sourced and extracted essential oils, this distinctive aromatics treatment offers a moment of bliss.

$40

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Palermo Replenishing Salt Soak

Made with a combination of Himalayan pink and Dead Sea salts this pretty pink blend will instantly upgrade a bath time self-care ritual.

$12

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Dieux Forever Eye Mask

Created to reduce unnecessary waste caused by single-use eye masks, these reusable eye patches holds gels, serums and creams close to the skin for maximum absorption. Win, win.

$25

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Fur Fur Oil

Put your gift-giving dollars behind a company that’s tackling the stigma of body hair by giving the self-care savvy person in your life this luxe-feeling oil.

$46

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Lalah Delia Vibrate Higher Daily

Give them a gift that will allow them to tap into their inner power, thanks to Lalah Delia, the self-help pioneer behind the internet community Vibrate Higher Daily.

$20

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Moon Juice SuperYou

Designed to reduce stress, these adaptogen daily supplements are the perfect stocking stuffer for the hard-to-shop-for wellness junkie.

$49

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For the Accessory Lover

Oma the Label The Babba Ring

Inspired by classic Cuban links, this ring is one-size-fits-all and adjustable to fit any accessory lover on your list.

$79

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Vrai & Oro Lightweight Hoops

These 14k gold beauties are a beautiful reminder of how much this person means to you.

$90

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Bird + Stone “My Body My Business” Cuff, Set of Two

This gift speaks for itself. Remind your friend what they’re worth with this statement piece.

$60

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Sophie Monet The Wood Charm Necklace

Some like it simple. This necklace appears delicate, but the quality and intricate detail makes it a perfect gift for a minimalistic loved one.

$140

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Second Wind The Tina Mask

For those who like to be a little flashier, this silk mask complete with an 18k gold chain is just the purchase for them. The simplistic design pairs with the eye-catching chain to create a simplified luxury piece.

$85

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Cuyana Mini Leather Zipper Pouch

Sophisticated yet practical, this pebbled leather pouch is a busy girl’s necessity.

$65

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Catbird Baby Pearl Hoops

Subtle and timeless, these pearl hoops will be beloved for years to come.

$88

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ByChari Two Initial and Diamond Necklace

Give a personalized gift with this two-initial and diamond necklace from the brand that brought us Michelle Obama’s coveted Vote Necklace.

$285

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For the Skincare Junkie

OneKind PM Power Couple

Dream Cream Nighttime Moisturizer + Midnight Magic PM Serum

This two-step nighttime routine is no joke. With supercharged ingredients targeted to repair and hydrate skin, trust us on this one—your friend (and their skin) will thank you.

$72

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Shani Darden Skin Care Perfect Cleanse Set

With A-list clients by the likes of Chrissy Teigen and Jessica Alba, Shani Darden has a sought-after skincare line for a reason. Snag this set for the skincare obsessed.

$44

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Tata Harper Resurfacing Mask

This glow-giving treatment instantly restores radiance to dull, rough skin. But the best part? It’s made with clean ingredients.

$65

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Peach & Lily Eco Your Skin Holiday Kit

This jam-packed skincare mask kit takes traditional Korean spa techniques straight to one’s doorstep. Easy to use and effective, this gift is unique from many other skincare products on the market and is well worth the purchase.

$90

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Summer Fridays The Hydration Set

Help them beat dry winter skin with this set of Summer Friday's bestselling Mini Jet Lag Mask, CC Me Serum, and Lip Butter Balm.

$75

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Vintner’s Daughter Active Botanical Serum

It doesn’t have a devoted following for no reason. Since it’s launch a few years ago, this face oil has become a global phenomenon and anyone who is gifted this will treasure every drop.

$185

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Golde Papaya Bright Face Mask

This is made with 100% pure, edible superfoods such as lucuma, papaya, and sea buckthorn berry so it's packed with vitamin C and smells like a tropical vacation.

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For the Foodie

Pomelo Casa Coral Mini Bowl

This chic, hand-painted mini bowl is an essential for any modern table-setting.

$24

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Brightland 100% Extra Virgin Heirloom Olive Oil

You’ll be hard pressed to find a more lovingly crafted olive oil. You’ll want to put this one on display.

$37

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The Little Market Cookbook Gift Set

This gift has a philanthropic touch that will be sure to warm the hearts and satisfy the tastebuds of any gift receiver. The cookbook gives readers a look into the lives and kitchens of immigrants and profits go toward a charitable cause.

$58

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Sugarfina Candy Care Package

Because, who doesn’t like a bit of a sugar rush during the holiday season (or, any time of year)?

$24

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Yola Mezcal

To toast to the holiday season (and the new year!).

$60

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Mija Superstar Complete Superfood Supplement

This adaptogenic formula has been designed to provide the ideal daily ratio of vitamins, minerals, micronutrients, antioxidants, anti-inflammatories, alkaline greens, and phytonutrients in a daily dose of just two teaspoons. Stay healthy and make it taste good, too.

$78

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Gaby Dalkin Eat What You Want: 125 Recipes for Real Life

This is brimming with deliciously simple recipes that anyone can cook. Our favorite? The cauliflower shawarma bowl.

$28

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Estelle Colored Glass Champagne Coupes, Set of 6

These blush-hued coupes are surefire crowdpleasers, especially when brimming with Champagne.

$195

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For the Go-Getter

Create & Cultivate 2021 Planner

This way, you can make sure your most important dates are all locked in ahead of time. Let’s make 2021 a year to remember.

$10

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Otherland Black Velvet

Give your work wife something to look forward to seeing (and smelling) every day at work. This candle is a breath of fresh air and will break up the monotony while reminding them of you, too.

$36

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Allswell The Deck

Draw one of these when you’re in a creative rut. Developed in collaboration with psychiatrist Dr. Monisha Vasa, each card includes a “Write” and a “Draw” prompt. Shuffle them up, grab a pen and see what emerges.

$25

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Hija De Tu Madre Yo Quiero Dinero Keychain

This speaks for itself.

$16

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Create & Cultivate Energy Up Charging Tassel

Add some spice to your friend’s working life with C&C’s energy up charging tassel.

$20

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Create & Cultivate Success Never Sleeps Card Case

Buy this for a friend who is ready to achieve their goals and do something big in 2021.

$30

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Clare V Clare Crespo 2021 Ice Cream Calendar

Make 2021 a treat with this ice cream calendar.

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For the Homebody

Vitruvi Blush Diffuser

This stunning stone diffuser doubles as décor when it’s not in use and the soft pink hue will really make your loved one blush.

$119

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Rootfoot Palo Santo Pure Essential Oil

This sustainably harvested essential oil is the perfect complement to any home. They only use naturally fallen dead branches that have that have been lying on the ground for more than two years for their products.

$12

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Have a Nice Day Work From Home Mug

Designed by artist Steffi Lynn Tsai, your java-loving friend will love this gift.

$17

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Parachute Cloud Cotton Robe

For that special someone who loves to lounge in style at home, this is the perfect gift.

$99

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The Sill Rubber Plant

This glossy burgundy beauty really makes a statement in any space and the best part? It thrives indoors.

$52

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Lunya Washable Silk Sleep Mask

Nothing beats sleeping on a 100% silk sleep mask, and this one is washable!

$48

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Ayla Sea Soak

This deeply restorative full-body treatment is as close to a spa treatment as you can get without having to leave your house.

$59

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Jiggy Snow Day by Jo Taylor

Give the gift of a cozy night indoors with a fun puzzle. All that’s missing is a blanket and a glass of wine.

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Ouai Rose Hair and Body Oil

Jen Atkin really changed the game with this one. It performs double duty as a head-to-toe hydrator and it’s also a perfume.

$32

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This story was originally published on December 3, 2019, and has since been updated.

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5 Strategies for Building a Business That Can Weather the Ups and Downs

Photo: Courtney Jones Photography

It goes without saying, but 2020 has been a challenging year. As a business owner, there's no go-to “playbook” on how to survive a global pandemic. Our company, like many others, was impacted when much of the world went into lockdown in mid-March. When sales suddenly take a hit, it's hard not to start rethinking everything. Don’t do it. Resist the temptation. Instead, this is the time when you really need to focus on solidifying the fundamentals of your business. 

Over the last decade-plus, I’ve learned a lot as a business owner and entrepreneur. COVID-19 is certainly one of the greatest challenges we’ve faced as a business. However, it’s not the first hurdle, and it definitely won’t be the last. After a challenging early spring, we’ve managed to turn the corner and are expecting a strong holiday season. We didn't press the "reset” button. Instead, we doubled down on our long-term goals. No matter what comes your way, here are a few words of advice for weathering the ups and downs and coming out stronger on the other side. 

Don’t compromise your brand. 

Now is not the time to completely rethink who your customers are and what your brand stands for. I personally care a lot about authenticity. Early on in the pandemic, we took the time to look back at our mission statement and brand values. We’ve allowed them to guide us through this challenging period. Leatherology’s mission is the redefine simple, everyday luxury and celebrate the everyday. What does this mean for us today? We’ve always had a large gift business and we realized more than ever, customers wanted to send meaningful gifts to loved ones far and wide. We leaned into this and created a “Gift Joy” campaign. This holiday, we’re collaborating with four partners to create unique gift sets featuring some of our most popular items. 50% of net proceeds from each sale will go to a non-profit organization of the partner’s choosing.

Diversify opportunity and risk. 

Never put all your eggs in one basket. While direct-to-consumer online sales have always been core to Leatherology’s business, we consider ourselves more than just a DTC brand. Consumer shopping behaviors are constantly evolving, so we’ve challenged ourselves to think beyond just direct-to-consumer. We have invested in a variety of customer acquisition channels and diversified our marketing mix. As a business, your growth should never be solely reliant on a single channel, such as paid social advertising, where rising costs can quickly deteriorate profitability over time.

Drown out the noise. 

When the going gets tough, you start looking around to see what your competitors and peers are doing. While it’s always important to have a pulse on your industry, don’t do something simply because you see others doing it. Avoid the FOMO. What works for someone else may not work for you. Even though we've seen huge demand for PPE, we resisted the urge to suddenly offer new products like facemasks when they just didn’t fit our brand strategy. We also felt that the market would be incredibly crowded and prohibit us from being a leader. Instead, we made iterative changes. We planned up inventory in our home accessories line to meet increased customer demand while scaling back our travel accessories category.

Learn from the positives to prepare for the negatives.

How you get through a downturn is largely dependent on what you do when things are going well. Don’t get carried away by great sales. Business is cyclical, and you can’t assume things will always remain on an upward trajectory. Use this time to dig into the mechanics of your business. Track everything and gather as much data as possible to help you understand why things are going well. This will also help you uncover potential blind spots and get ahead of warning signals you may not have noticed otherwise. 

Take care of your people.

This is arguably my biggest piece of advice. Building a great team is the hardest but most important part of the job. Great people are the backbone of any successful business. Take the time to understand what motivates each individual and how to support them through ups and downs. Never ask them to do something that you wouldn’t do yourself. David and I are fortunate to work with an amazing and diverse team of creators, analysts, artisans, innovators, and entrepreneurs. Leatherology wouldn’t be where it is today without our team.

“How you get through a downturn is largely dependent on what you do when things are going well.”

-Rae Liu, Co-Founder and Creative Director of Leatherology

About the Author: Rae Liu is the co-founder and the creative director of Leatherology, a direct-to-consumer brand of beautifully crafted, personalizable leather accessories, built on the premise of providing attainably priced luxury. Rae graduated from Columbia with a BA in Political Science. She worked for several years at the World Bank before making a complete career pivot to pursue her passion for product design, studying accessories at FIT. in 2008 she helped Alexander Wang launch his accessories and footwear business.

During her years working in fashion, Rae was struck by the fact that as a young woman living in New York, she could not afford the very products she spent her days creating, and that the ones she could afford did not have the level of design thoughtfulness, craftsmanship or quality of materials she knew was possible. Thus in 2011, she moved from New York back to her hometown, Dallas, to build Leatherology. She lives in Dallas and has two young children.

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This Clean Beauty Founder Is Using Live Chat to Drive Sales During the Pandemic (and It's Working)

When it comes to providing great customer support in the midst of COVID, live chat is an indispensable tool to have at your disposal. By providing instant answers to customer inquiries, live chat boosts those all-important conversion rates and, in turn, increases revenue. In fact, a study found that more than 60% of consumers would return to a website offering live chat. Something that small business owner Gianne Doherty knows from experience. By using Messenger from Facebook, she’s successfully been turning customer inquiries into dollars and cents during the coronavirus pandemic.

In fact, the co-founder of the clean beauty brand Organic Bath Co. has seen the tactic work so well that she’s positioning it as a key strategy for continuing its rapid growth. “Skincare products are very sensory,” Doherty tells Create & Cultivate. “Being able to answer customer questions in real-time makes a difference when it comes to customer service, which improves both sales and brand loyalty,” she explains. “We typically convert over 50% of customers who reach out to us because we are able to answer their questions and create a great experience for them.”

Scroll on to learn more about how she’s using Messenger From Facebook to boost her business during COVID and beyond—and how you can too.

CREATE & CULTIVATE: What are some of the factors you considered when choosing the best platform to communicate with your customers, and why was Messenger the right fit for your business? 

GIANE DOHERTY: We need to be where our customers are. Nearly all of our customers have Facebook accounts, so it’s a platform they are familiar with. It allows people to connect with us in a seamless way.

Have you seen a positive impact on your business as a result of using Messenger?  

Using Messenger has allowed us to incorporate the element of speed into our customer service, which allows for better communication and a better customer experience.

What are some of the most common customer questions you receive through Messenger and how has your ability to answer them quickly boosted your business?  

We use Messenger’s Chat Plugin on our website to answer a wide variety of customer questions, from questions about the products themselves to questions about orders that have already been placed. The ability to answer customer questions quickly allows us to answer pre-sale questions and helps us to provide a great customer experience.

Have you experienced customers asking questions via Messenger leading to sales? If so, what percentage of engagements would you say are converting? 

Yes. When someone has a question about a product when they are already on your website looking to buy, being able to answer those questions immediately will have a positive impact on the customer experience and lead to more sales. We typically convert over 50% of customers who reach out to us because we are able to answer their questions and create a great experience for them.

What advice can you share on how to keep up with the influx of messages and DMs during this period? 

Create a template for your most commonly asked questions. Also, take a deep look at the commonly asked questions. Do your product descriptions need to be updated? Do your FAQs need to be updated? Is there somewhere on your company website that needs improvement to minimize the amount or types of questions being asked? 

Are there any Messenger tools or features that have helped you better manage this increased volume? What tips and tricks can you share? 

The ability to integrate Messenger into other tools where we can use saved responses for commonly asked questions has been incredibly helpful. Messenger integrates with so many other tools to make it easier to manage communication in one place.

How have you approached marketing and messaging to resonate with consumers but also sell products and keep your business alive during COVID? 

We are in a fortunate position to be selling products that people really need during this difficult time such as hand soap and hand sanitizer. We have made giving back an important part of our business and have donated products to organizations in need. 

What advice can you share for leveraging social platforms and customer service tools like Facebook, Instagram, and Messenger to help drive e-commerce sales? What learnings can you share? 

Lean in to what makes you different and unique. With the pandemic, more people than ever are online and online shopping. Your uniqueness is what will make you stand out in a sea of many many options. Answering customer inquiries quickly can be a key differentiating factor between your brand and others. 

What advice can you share for fellow small business owners on building strong customer relationships virtually? 

Customer service is everything. Customers want to know someone real is behind the brand. Communicating early on and effectively will make a difference to your bottom line. 

How do you ensure that your consumers feel seen and heard and what advice can you share for how small biz owners can replicate your success? 

Reply to every person who reaches out. When someone has a problem and you don’t respond, you will likely lose that customer. If you fix their problem, it gives you the opportunity to create loyalty. Respond, and respond with empathy. 

How is COVID driving innovation in customer communication and what are your predictions for the future of the space? 

COVID has pushed more and more communication online. Being accessible and approachable through platforms that people are already using will be vital to success in the future. We are going to see more ways for brands and customers to interact online from text-based messaging to audio and video solutions.  

Sentence Finishers:

In 3 words, customer communication is… 

Vital for creating trust and brand loyalty.

My #1 tip for small business owners is…

Over-communicate with your customers.

The best way to support small businesses right now is by…  

Voting with your dollars and purchasing from small businesses you believe in.

A fellow small business owner I admire is… 

Heather C. White from TRILLFIT. She is doing great things with TRILLFIT and making the fitness industry more inclusive and diverse. 

COVID-19 has taught me… 

To be flexible.

To learn more about Messenger From Facebook, head to their Marketing with Messenger page and their Business Resource Hub.

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How I Found the Courage to Quit Stable, Prestigious Careers to Become a Founder at the Age of 29

“Starting a business is scary. It affects every part of your life. People think you’re crazy, and they’re kind of right.”

-Isharna Walsh, Founder and CEO of Coral

Are you thinking about starting your own business? Do you have a little voice in your head that whispers ideas and dreams about things you want to create? Are you unsure whether you should listen to that voice?

I had that voice, too, and for the longest time didn’t know what to do with it.

As a half South Asian woman, I was raised to get straight A’s, stay out of trouble, go to a prestigious school, and forge a stable career. I followed the rules, getting law and economics degrees, and spending my twenties working in government, management consulting, technology, and venture capital. Then, just before my thirtieth birthday, I quit my job without a safety net to start my company, Coral, which helps people improve their sexual well-being. (Can you imagine what my mother said?).

There’s lots of advice out there about whether or not to take a risk and run headfirst at a business idea, and the truth is that nobody can answer that for you. But looking back now, I can see two things clearly: The time I spent trying on different careers and identities taught me valuable lessons. It wasn’t wasted. Yet it’s also true that these highly demanding, great-on-paper work experiences were my way of stepping right up to the edge of what I really wanted to do before I found the conviction to close my eyes and jump. 

Starting a business is scary. It affects every part of your life. People think you’re crazy, and they’re kind of right. It threatens your finances, your mental health, and your career trajectory. You’ll face judgment from your parents, your friends, prospective partners, investors, and strangers who read about you on the internet. And it’s more likely than not that your business will fail.

Stepping into that vulnerable space—and being comfortable there—is especially difficult if you haven’t been conditioned to embrace fear, and don’t have a model that looks like you. As a woman, I hadn’t been groomed in resilience since my first crush rejected me in the schoolyard, like my male classmates. I’d also rarely personally encountered women in positions of leadership, and had never had a female boss. Successful entrepreneurs, in my mind, were either men or celebrities—people who look and act nothing like me.

So what gave me the confidence to go for it? I had to create the space to acknowledge and examine that knowing inside of me, rather than drowning it out with distractions. 

For me, this took meditation and introspection. I sat with my self-doubts and learned the subtle distinction between self-preserving fear and self-limiting fear. I let myself acknowledge the knowing that told me entrepreneurship was my path and identified the narratives that held me back as self-limiting and socially constructed, rather than real obstacles. (And in the meantime, I used my jobs as crash courses in high-growth startups, technology development, and the dynamics of venture-funded businesses until I found the business idea I couldn’t ignore).

So when the idea for Coral came, this time the voice in my head was so strong that not doing it felt harder than giving it my all.

If you’re considering whether entrepreneurship is the right path for you, spend time with yourself, in the quiet. Journal, meditate, go for walks, turn inward.  Acknowledge the hurdles, personal and societal, and how they might be affecting you. Think through whether you have the self-belief, resilience, and determination to back yourself and push your idea forward through the obstacles—because it’s not easy, and you will want to give up. 

When you stop and ask yourself what you want to create with your one short life, chances are that voice will shout. 

And you’ll know what you have to do.

About the Author: Isharna Walsh is the founder and CEO of Coral, a sexual wellness app that offers evidence-based guides to better sex for all humans. Born in Sri Lanka and raised in Australia, Isharna worked for the Australian Prime Minister, Boston Consulting Group, and a Los Angeles VC firm before turning 30. After realizing that nothing that is so essential to our health and happiness is as neglected as sex and sexuality, she raised $3 million in seed funding to launch Coral in November of 2019. One year later, Coral is a sexual wellness pioneer that’s helped hundreds of thousands of people create their best sex lives. 

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How This Female Veteran Used Her Military Training to Build a Multi-Million Dollar Company

“As a combat-trained pilot, I am always thinking, ‘Miles ahead of the jet.’”

—Riley Rees, U.S. Air Force Officer and Founder of Sofia Health

I served in the Air Force both as an enlisted Aeromedical Evacuation Technician and an Officer turned C-17 pilot before launching Sofia Health, an online health and wellness platform. 

The military isn’t the first place that most people think of for entrepreneurial training, but as it turns out, this experience provided an elite and unique education that has provided core fundamentals I still use every day. The military has a proven track record of teaching leadership, strategic planning, creative problem-solving, task execution, and resiliency—all traits that are essential to running a business or building a startup.

Below, I’m sharing three major takeaways that helped me and can be translated to help any entrepreneur as they startup.

Takeaway #1: Prepare

Gather data, make decisions, be strategic.

In a startup, you are building a solution to a problem and you are in search of a scalable business model. There is no checklist that can guarantee success. Even if you have been successful in the past, when you start a new company, you are in uncharted territory. This can truly be scary when you are spending your valuable time, energy, and money. 

But in order to be as successful as possible, do your homework and be prepared. You need to understand the environment into which you are trying to build, do your market research, and understand your customers' problems intimately. 

As a combat-trained pilot, I am always thinking, “Miles ahead of the jet.” You need to know where you are, what your capabilities are, and be able to handle any threats that may or may not happen. As an Aircraft Commander on the C-17, I was responsible for flying into combat zones. People’s lives were in my hands. We could spend days planning for one single moment. 

In the early stages of a startup, you need to do the same planning. It’s necessary to gather as much information as possible on users, the problem you are solving, the market, investors, competitors, and potential partners. This information and preparation serves as your foundation and will help guide your strategy and execution.

As a flying target, I needed to be ready to handle any situation inside or outside my jet. The key in any of these situations is preparation. We know that no matter what situation we are in, we are prepared to handle it. 

Takeaway #2: Collaborate

To achieve a specific objective, it takes a team of people willing to give their best effort in alignment with the mission. 

Military leaders are effectively running companies. You might have five people below you as a new Lieutenant and thousands as you progress in your career. This exposure to leadership inherently teaches you how to take a group of individuals with a diverse range of backgrounds and turn them into an effective unit. 

When you launch a startup, one of the first things you can do before you bring on any members is to establish your mission statement. This sets the direction for your company and helps create cohesion. Even in the beginning, this ensures every member of your team, from volunteers to employees, understands your company’s objectives, goals, and values. 

This simple task creates unity and helps each team member understand how they can contribute for maximum impact. You’ll find that your mission statement significantly increases teamwork, progress, and can even help ensure you hire people who are aligned with your core values.

Overall, establishing your mission statement will produce huge dividends for your company.

Takeaway #3: Persevere

Entrepreneurship is not for the faint of heart. 

Entrepreneurship requires unparalleled discipline, persistence despite challenges, and a special mental toughness that allows you to move from one failure to the next with positive, determined enthusiasm. 

The military cultivates leaders who have the confidence to take risks. You are consistently pushed out of your comfort zone and develop a unique mental and physical toughness. Failure is not an option. Instead, you learn to figure it out. You become a disciplined, innate problem solver who is comfortable being “uncomfortable.”

When you launch a startup, you are going to face challenges. Every customer or user will not love your company and your alpha or beta product may not be the prettiest. The entire experience can be uncomfortable, but this is one of the most incredible learning experiences you can have.

To help overcome this, adopt a growth mindset, and keep going. Every single day you will be making astronomical progress, so don’t let any of the challenges get you down! The key to success is perseverance. As Wayne Gretzky has said, “You miss 100 percent of the shots you don’t take.”

About the Author: Riley Rees is a U.S. Air Force Officer. Soloing in an airplane before she was 18, she has flown a wide variety of civilian aircraft. She has flown the T-6, T-1, and the C-17 for the Air Force and most recently the B-757, B-767, B-777 for United Airlines. In 2019, with a mission of making holistic health and wellness care more accessible, Riley founded Sofia Health, an online platform making it easy to find, book, and connect to holistic health and wellness practitioners.

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My Business Wouldn't Exist If I Hadn't Been Diagnosed With Breast Cancer

Photo: Courtesy of Monica Ruffo

We often make ourselves smaller than we are because it somehow feels safer. Maybe we’re afraid of being considered too ambitious or too confident. Maybe being strong doesn’t fit into a social construct of who we think we should be. Or maybe we’ve been belittled or not taken seriously in the past and playing small somehow feels right. Whatever the reason, can you imagine what a better place the world would be if we all came out from hiding and played to our full strength instead of hiding behind it? 

A few years ago, I underwent treatment for an aggressive form of breast cancer. From the moment I heard the diagnosis—that very scary “C” word—I decided that it would not crush me, that I would thrive through the treatment, and that something extraordinary would come of it. I advocated for myself every step of the way and got second and third opinions for every option. I even researched a treatment that allowed me to keep all my hair through all 12 rounds of chemotherapy. I advocated to make this treatment available to myself, and then, eventually, for others at the hospital where I was treated.

This made a huge difference in my journey with cancer and allowed me to maintain some form of normalcy for myself and for my children. It also allowed me to keep my cancer private as I continued to work throughout those 18 months without telling anyone that I was sick. I also insisted on undergoing over 100 high-dose vitamin C infusions during that same time period, which I’m convinced helped me mitigate the side effects of both the chemo and the radiation. This too, I had to advocate for. 

During this time, I started questioning everything that I was putting into my body, which is when I discovered that I couldn’t find 100% plant-based clean supplements or remedies. Ultimately, something extraordinary did come out of my breast cancer as Well Told Health was born out of that revelation.

Perhaps, because I felt backed into a corner at that time and had no choice but to step up, I tapped into my deepest strength. I discovered a well of inner power and resilience that I didn’t know I had. But the truth of it is that the inner power and resilience were always there, they were just concealed behind carefully constructed walls I had built around myself. While I’ve had many hurdles to overcome and triumphs to be proud of before that, it took my breast cancer journey for me to finally be willing to harness my strength and nurture it, and especially, to use it and love myself for it. 

That was several years ago, and the incredible irony of embracing my strength is that it has made me feel so much more vulnerable today than I have ever felt before.

Yes, this has been very scary at times. But I think we often avoid tapping into our full strength because if we don’t put it all on the line, then technically, we can’t really fail, and perhaps—even more critically—we can’t get hurt. It’s hard work, but I no longer want to let myself hide inside a smaller version of myself.  As Marianne Williamson famously said, “Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness, that most frightens us.”

Every day, I now work on putting all of myself out there, stepping outside of my comfort zone, voicing my opinions, and using every inner tool at my disposal. I won’t lie, it’s hard. And there’s no secret formula.

Some days, I feel like I truly have a magic wand because of it. Other days, I feel like I can’t seem to make things happen. But I have learned to take it in stride, let things go, and forgive myself through daily meditation and expressions of gratitude for everything around me including myself. That last part has been a real eye-opener, as being grateful for myself, my own gifts, and (the hardest of all) forgiving myself, were not things I had really considered before. The simple practice of daily self-gratitude and forgiveness has had a huge impact on my trajectory.

Today, I am determined to let my light shine through and not let anyone else decide what I can and can’t do or who I am. I will no longer live in fear of my strength. I’ll leave the fear of my strength to others. 

“The incredible irony of embracing my strength is that it has made me feel so much more vulnerable today than I have ever felt before.”

Monica Ruffo, Founder of Well Told Health

About the Author: Monica Ruffo is a serial entrepreneur and award-winning leader with a long-standing passion for health and wellness. Unable to find 100% clean supplements after being diagnosed with breast cancer, Monica set out to create a modern source for natural supplements made with organic botanicals and nothing else.

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We Talked to 5 Small Biz Owners About How They're Pivoting, Repositioning, and Resetting During COVID

Photo: Smith House Photo

If there’s one word we’ve heard over and over again this year, it’s pivot. 

When COVID-19 hit, small businesses were challenged to throw out the playbook and think outside the box, whether that meant pivoting to digital, driving sales through social media, or partnering with other small businesses in order to thrive.

Seven months later—with brick-and-mortar locations still temporarily closed and in-person events continuing to be canceled or postponed—it’s just as important as ever for small businesses to re-evaluate their business models, reposition their brands, and restrategize their revenue streams.

At our recent Small Business Summit presented by Mastercard, Ginger Siegel, the North America Small Business Lead at Mastercard, hosted a thoughtful discussion on how small businesses can pivot during COVID and beyond with Mattie James, the influencer behind MattieJames.com, Sonja Rasula, the founder of Care Package and Unique Markets, Marissa Hermer, the owner of Olivetta and The Draycott, Jess Rona, an actress, comedian, and the founder of Jess Rona Grooming, and Patty Delgado, the CEO of Hija de tu Madre.

Scroll on to find out how these five powerhouse entrepreneurs are skillfully navigating this unprecedented period and optimistically starting to plan for the “new normal” post-pandemic.

On experiencing COVID-induced delays or disappointments… 

“We are all human beings, and we have ups and downs, and I think all of us entrepreneurs have to be gentle and kind with ourselves.” -Jess Rona

“It’s all about your mindset as a business owner.” -Jess Rona

On practicing self-care and staying positive… 

“I focus on meditation and self-care because when you’re good, you can handle anything.” -Jess Rona 

“When I focus on the things that I do have, even if they’re teeny tiny, that is the real pivoting for me. The pivoting is actively being a puppeteer with your thoughts and pivoting into a positive mindset.” -Jess Rona

On being a DTC business in the current COVID climate…

“COVID has really pushed us to be more responsible for our own in-house production.” -Patty Delgado

“I’m really listening to the needs of my customers and adapting our business model, and all-around business decisions, based around the current climate.” -Patty Delgado

On owning and operating a restaurant during COVID… 

“It’s not just about health and safety, but trust in us—in any business.” -Marissa Hermer 

“We’re just not a restaurant. We’re a face and a family, and we care.” -Marissa Hermer  

On pivoting to digital during COVID… 

“We cultivated our community online.” -Sonja Rasula  

“I truly am a fan of email marketing, so we really cultivated our email list because those are people who have given us something of value. They have given us their email address.” -Sonja Rasula 

“We started talking to our email list a lot more and we are going to have a very specific plan for holiday months.” -Sonja Rasula 

On pressing pause and looking ahead… 

“For the last month or two, I did take a pause on doing as many things virtually.” -Sonja Rasula  

“For me, I pressed pause, so that I could really focus on what the business could look like in 2021 and start to put things into place for that.” -Sonja Rasula 

On changing your content strategy as an influencer…  

“I noticed that all we really had to shift our story and talk about home life.” -Mattie James

“I had to be really careful that I was authentic to my story and being truthful, first and foremost, but then make sure that anything I told my audience, whether it was organic content about what I’m currently doing or even in partnership with a brand, that I was really speaking to home life.” -Mattie James

“It was really important to me to make sure that I even pivoted the language I used day to day.” -Mattie James

On launching online business courses… 

“So many more people want to take online courses, want an online masterclass. Again, they are making that space to learn because people are a little bit more still right now.” -Mattie James

On making cybersecurity a priority… 

“I’ve been really active in making sure that I’m paying attention to little things like my passwords.” -Mattie James 

“We definitely do spend a lot of time working with the best third parties to ensure our customer and business safety.” -Patty Delgado 

On supporting small businesses during this time… 

“The whole idea behind Unique Markets was to feature and support small and independent businesses—designers, artists, makers—who are usually bootstrapped, independent, and own their businesses. And because we can no longer do that, I thought about how I could support all of these small businesses in a virtual space.” -Sonja Rasula

“So, I came up with this idea. My mom sends me care packages. No joke, I am a woman in my 40s, y’all, and my mom sends me care packages filled with random stuff, but it’s the thought that counts.” -Sonja Rasula

“I could take all these small businesses that I support and love and put them into a box.”-Sonja Rasula

“The idea is that everything in these care packages is curated by me or small independent businesses.” -Sonja Rasula

“This year it became very clear to me that I wanted to really help all of my fellow female founders, women-owned businesses and BIPOC businesses.” -Sonja Rasula

“Over 75% of the brands that are in all of the boxes are minority-owned or female-owned.” -Sonja Rasula

On paying it forward in the midst of the pandemic… 

“It’s been the silver lining to this pandemic for me and our teams to know that we are facilitating and have created a platform for people to give back to the heroes and front line workers.” -Marissa Hermer

“We’ve raised over $50,000 and it truly gives us such joy to be able to give back, but equally our heroes are more nourished knowing that people around the world are thinking about them.” -Marissa Hermer

“I think that community, even global community, now more than ever, when our country feels equally divided, it’s really really important.” -Marissa Hermer

“Spreading happiness now is the most important thing we can do when there’s just so much doom and gloom.” -Marissa Hermer

On being a source of happiness and joy… 

“I play with iMovie a lot and make fun videos. I’ll buy music from iTunes and tinker and play around, and tap into my creativity. If you are finding joy through that and you are getting that little fun out of that, I think people want to follow any joy right now.” -Jess Rona

“If you’re posting something that’s joyful, people will be attracted to it.” -Jess Rona 

On adapting your selling strategy… 

“Since day one, we’ve always been very digitally aggressive across every channel.” -Patty Delgado

“What has changed is our messaging. It’s really important for us to be mindful of our customer’s mental health.” - Patty Delgado

“We’ve shifted our focus from selling content to more mindful and empathetic content, and I think that’s been extremely beneficial for brand awareness and just overall brand-customer intimacy.” - Patty Delgado

On building community… 

“While the pandemic has been very intense for all of us, this has been a time where community really does just organically explode if you give people a reason to come together and congregate.” -Mattie James

On the future of in-person pop-up events… 

“For 2021, for all types of businesses, I think creating in-person experiences that can be safe and responsible are going to absolutely thrive.” -Sonja Rasula

Psst… If you’re having serious FOMO, join Create & Cultivate Insiders to get unlimited access to all of our Small Business Summit Presented by Mastercard content including video recordings of every panel and workshop download in C&C history.

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What Does It Take to Grow Your Business Successfully? 4 Entrepreneurs Share What's Worked for Them

Photo: Smith House Photo

So you’ve made the decision to grow your business—congratulations! If you thought that was tough, now the next big challenge begins: Scaling your business for growth. Even if you manage to sell like crazy, you’ll soon have another problem: you have to be able to deliver to all those new customers.

We all know that having a good business idea is just the beginning. It’s how you turn that idea on paper into a product that takes strategy and stamina. Building a brand from the ground up is no easy task, and building a team and culture to scale it is a whole other business entirely. 

At our recent Small Business Summit presented by Mastercard, Marla Blow, the Senior Vice President of Social Impact for North America at Mastercard, hosted a conversation on what it takes to scale, grow a team, and stay on top of cash flow to see a business thrive with Arian Simone, the general partner and co-founder of the Fearless Fund, Morgan Mercer, the founder and CEO of Vantage Point, and Sharifa Murdock, the co-owner of Liberty Fairs and the CEO of ENVSN Fest.

If you missed the conversation, don’t worry, we have you covered! Scroll on to read the highlights. If you want to watch the entire chat, you’re in luck! Join Create & Cultivate Insiders to get unlimited access to all of our Small Business Summit Presented by Mastercard content.

On accessing capital as a minority entrepreneur...

“Right now, Black women are receiving .0006% of venture funds. Women of Color are still under a percent, collectively.” -Arian Simone

“There is also a lack of diverse investors. The industry is 80% white male.” -Arian Simone 

“It’s going to take a lot of movement and collaboration and allies in order to move the needle.” -Arian Simone

On finding the right employees…

“I want to know that someone believes in my dream. That someone is really on top of it, and wants to be a part of it.” -Sharifa Murdock

“Bringing on the wrong people is just as bad as having the role open, if not, worse.” -Morgan Mercer

On fostering inclusivity and diversity…

“When you think about every single person on your team, they’re all an extension of your values, they’re all an extension of your mission.” -Morgan Mercer 

On caring about employees…

“Once you find a good employee, you gotta keep them happy.” -Sharifa Murdock 

“Be authentic about it too. Do it because you care and you really want to know how your employees are doing.” -Sharifa Murdock

“If employees feel like they can't actually voice their concerns with a project, they’re not going to voice their concerns with their role.” -Morgan Mercer

“The best thing to do is have an open-door policy.” -Morgan Mercer

On preparing to scale your business…

“You can’t just go out to find someone who will work for you for ten dollars an hour.” -Arian Simone

“You need to build on where you’re going, not just where you’re at.” -Arian Simone

On finding the right funding option...

“Make sure you have really strong allies and make sure you have really strong mentors.” -Morgan Mercer

“Whether it be VCs, whether it be startup programs and accelerator programs, whether it be grants, loans, pitch competitions, there are numerous avenues, and it’s really about finding people who align with you.” -Morgan Mercer

On having different revenue streams...

“The pandemic is a prime example of why we should have multiple revenue streams.” -Sharifa Murdock

“Have different ideas on how your one concept can do different things cause you never know what can happen.” -Sharifa Murdock

On having a mentorship program…

“People who can train you and teach you where they have been are key.” -Arian Simone 

On staying on top of cash flow...

“I am the cheapest person when it comes to business.” -Sharifa Murdock 

“Stay as tight as you can.” -Sharifa Murdock

On leading a team...

“Leading a team requires the desire to be a leader.” -Morgan Mercer 

On finding success…

“Success is incompletion. You always want to get to that next level.” -Sharifa Murdock

Psst… If you’re having serious FOMO, join Create & Cultivate Insiders to get unlimited access to all of our Small Business Summit Presented by Mastercard content including video recordings of every panel and workshop download in C&C history.

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This Female Entrepreneur Built a $500K Company Helping Women Grow Their Businesses on Instagram

“No one can do it alone. The most important part of entrepreneurship is knowing when to ask for help.”

—Madison Tinder, Marketing and Visibility Coach

As I write this, I’m sitting on the porch of my home, which I bought on my own at 25 years old. If you had told me a couple of years ago that I would be able to buy a home in a new city and not only be financially independent but thriving, I wouldn’t have believed you. 

Back then, I thought my path was clear, a bachelor's degree, a master’s degree, then working in the sports industry in my dream city, Dallas. Things didn’t go as planned. I graduated with my masters and, despite internships, classes, and a 9-5 job throughout my program, when I graduated, I didn’t get my dream job at my dream team. I was crushed.

But I pulled myself together and got a job. It wasn’t “the job” but it paid the bills. I decided to start doing social media management on the side as a way to bring in a little extra income. I never thought it would grow into anything more than a side hustle. I quickly went from one client to eight and realized that maybe I could really do this. 

Fast forward to today, I transitioned from social media management to marketing coaching online for entrepreneurs. For the past two years, I’ve been growing my business and helping women all over the world grow theirs. My business has become so much more than I ever imagined. I could say it was luck or any other cliché thing people attribute to success, but that’s not the truth. 

The truth is a six-figure business doesn’t happen overnight, and there is no formula that you can follow. However, there are a few lessons I’ve learned along the way that I believe helped me reach $500,000 in sales in only one year and launch my first product-based business, Soulful Scrunchies.

Tip #1: Own Your Confidence

No one wants to buy from someone who doesn’t believe in what they are selling. If you don’t believe in your product or service 100%, you should reevaluate. I fell into imposter syndrome when I first started out, it’s normal. But, once I took a step back and looked at the results of my clients, it reminded me that not only are my skills valuable but that I deserve to be in this space. 

For me, a huge step was realizing that I didn’t need to be someone else. When I first started as a marketing coach, I didn’t fit the mold of the other coaches in the space. I was younger, didn’t show up on Instagram with perfect curls and cute blouses, I was much more comfortable in a scrunchie and top knot. Being confident in yourself and your business is an ongoing process but it is one of the most important pieces to success 

Tip #2: Trust Your Gut

You know how doctors say that you know your body best? Well, the same goes for business. You know your business inside and out. You might get to a point where you aren’t involved in every single aspect of your business, but there are always going to be decisions that fall solely on you. It can be easy to wobble back and forth on big decisions, second guess yourself, and let others' opinions influence you. You have to trust your gut. 

A potential client is giving you red flags? Worried that someone on your team isn’t a good fit? You are probably right. Sometimes the best decisions for our businesses are not ones that we stew over, make pros and cons lists for, and are super logical. 

Tip #3: Know Your Audience

The key to growth is focusing on your target audience. You need to speak to your audience in a way that is aligned with where they are at. You need to know everything about your audience, beyond demographics. You are going to have to dig deeper to find their story, their struggles, what they are looking for, and their goals. If you don’t have that information, you might as well be speaking to a wall. 

Tip #4: Serve First

So many people in the online space get caught up in the next sale that they forget your most important asset is a happy client or customer. They are a walking billboard for you. Showing up and giving them your all should be your number one priority always. Not the likes on your Instagram photo or the sales numbers on a launch but the questions people ask and going above and beyond for your people always. 

Tip #5: Invest in Support

No one can do it alone. The most important part of entrepreneurship is knowing when to ask for help. The type of support will vary based on your business, but I suggest taking a look at where you are spending your time and reflect on what is draining you. This may mean deciding to hire help for social media, client management, accounting, design, etc. Or it could mean realizing that you need a mentor to get you to that next level. Having a community will help you prevent burnout, feel less isolated, and have people you can bounce ideas off of. 

There is no one-size-fits-all model for building a six-figure business. If anyone tells you otherwise, run the other way. But, through my time as an entrepreneur I’ve learned how helpful and important the tips above can be. If you are feeling frustrated and like your business is not having the momentum that you hoped for, be patient, take action, and remember that no one’s entrepreneurial journey is the same. 

About the Author: Madison Tinder is not like most 25-year-olds. Instead of stressing about finding “the job” or making rent, she is a homeowner and runs a six-figure business. She is a marketing and visibility coach based in Louisville, Kentucky, and helps her entrepreneur clients grow and market their brands through Instagram. She’s an Instagram story pro and launched her first product-based business this fall, Soulful Scrunchies.

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Kate Hudson, Tika Sumpter, & More Embrace Authenticity in Business—Here's Why You Should Too

Photo: Smith House Photo

On Saturday, October 24th, we heard from some of the most innovative, forward-thinking entrepreneurs at our Small Business Summit presented by Mastercard on what small business looks like today and is going to look like tomorrow. Because if 2020 has taught us anything, it’s that there’s nothing that can’t be done when people come together with unequivocal support and compassion for each other.

While the chaos and uncertainty were—and are—a lot to reckon with, the silver lining is that it’s been a major conversation starter. The pandemic helped us realize that we need to take care of ourselves a little more; there is need for change and the fight for racial equality still has a long way to go; and the election season reminds us that our voices matter. When talking about the new normal in a post-pandemic world, it’s not just about how it will look like, but what do we want and need it to look like?

So go ahead, sit back, relax, and sip on that glass of rosé you’ve been saving for just the right evening while we serve you some of the highlights from your favorites like Kate Hudson, Tika Sumpter, Lauren Gores Ireland, Morgan Mercer, and more! From creating authentic content, rethinking what it means to be an influencer, fostering inclusivity in the workplace, pivoting to digital, abandoning perfection to building a community, no leaf was left unturned!

The Three C’s: How Tika Sumpter and Thai Randolph Are Using Content, Commerce, and Community to Create a Destination for Modern Moms of Color

“

This is not a sprint, it’s a marathon.”

—Tika Sumpter | Co-Founder, Sugaberry

Panelists:

Tika Sumpter | Co-Founder, Sugaberry

Thai Randolph | Co-Founder, Sugaberry

Moderator:

Jaclyn Johnson | CEO and Founder of Create & Cultivate

On being frustrated with lack of content about Black motherhood…

“There were an array of white spaces, but Black women and mothers were a second thought.” -Tika Sumpter

“When you Google ‘Black motherhood,’ when you think about images of Black motherhood, it’s so heavy, it’s so weighty.” -Thai Randolph 

“Where was the joy? Where was the light?” -Thai Randolph

On finding each other and building a partnership...

“One of the things I told our mutual friends was, ‘Sure, I’ll meet with her, so I can explain to her why she should NOT go into this business.” -Thai Randolph 

“The big differentiator for me was [Tika’s] emphasis on a tangible call to action.” -Thai Randolph

On marketing a brand for Black, women-identifying consumers…

“Black women make up 7% of the U.S. population but drive 40% of purchases when it comes to certain categories like baby food or packaged goods and juices.” -Thai Randolph

“We are very quick to point out that this isn’t about altruism. This is about business and really catering to a smart and capable and influential consumer.” -Thai Randolph

On putting community first...

“We are creating content that our audience and community actually cares about, and with that content, we’re creating commerce, funneling back into the community to live their best lives.” -Tika Sumpter

On launching a podcast about motherhood…

“What we want to offer to our community is the opportunity of joy through every realm of our verticals in our sight.” -Tika Sumpter

“We not only wanted to bring joy but to also bring real quality content about our bodies. We don’t really talk about IVF enough, we don’t talk enough about different ways to motherhood, different pathways.” -Tika Sumpter 

On creating content that resonates with their audience...

“What has been resonating with our audience is the sweetness, and the joy, and the honesty about the interior lives of Black moms who're just mothering.” -Thai Randolph

“We’re not saying suffering doesn’t exist in our community. We’re saying our community deserves joy.”-Thai Randolph

“The idea that someone just carves out and cares so much for Black women and Black moms, and is just totally centered on them—without any sensationalism—is what’s really striking a chord. -Thai Randolph 

On dealing with the challenges of the pandemic…

 “A lot of wine. I’m kidding, but I’m not kidding.” - Tika Sumpter 

“It’s made me realize how many things I don’t need—in life, in general—whether it’s physically or mentally.” -Tika Sumpter

“Connecting is what has allowed me to make it thus far.” -Tika Sumpter

On running a brand during the pandemic…

“It has made us truly digitally native. It has made us agile and adaptable and resourceful in a way that might have taken us longer to grow those skills otherwise.” -Thai Rudolph 

“It’s made us think differently about what community means in this new context of a pandemic.” -Thai Rudolph

On supporting Black mothers during times of economic duress and racial injustice ... 

“The mental premise of having to jump around from trauma to trauma to trauma is not living anymore—it’s just surviving. And we don’t want to just survive here. That’s the ultimate reason for Sugaberry: it’s to thrive and spread joy.” -Tika Sumpter

“Who stands between the gap of trauma and trauma? We want to be that. We want to stand in that gap for Black women.” -Tika Sumpter

On abandoning perfectionism...

“If you choose wrong, you can always choose again.”- Thai Rudolph 

On being a mother and a business person…

“What this pandemic is showing us is that you’ll work it out.” -Tika Sumpter

On giving advice to new founders…

“Make sure you live what you do, chile! This is not a sprint, it’s a marathon.” -Tika Sumpter

“You can do it all! You just can’t do it all at once.” -Thai Rudolph

Plug & Play: How to Streamline Customer Communications for Your Business, Powered by Messenger

“The community you build online is the lifeblood of your business.”

—Danielle Nagel | Owner and Designer, Dazey LA

Panelists:

Danielle Nagel | Owner and Designer, Dazey LA

Sabrina Zohar | Entrepreneur, Sustainability Advocate, and Founder of Softwear

Gianne Doherty | Co-Founder, Organic Bath Co.

Moderator:

Jaclyn Johnson | Founder and CEO, Create & Cultivate

On being authentic with customers during COVID…

“Just being open and honest about what we’ve been going through has been huge for us.” -Danielle Nagel 

“It’s important to tell your audience that you’re going through it too.” -Danielle Nagel 

On building strong relationships with customers…

“I’m a big believer in asking your customers what they want from you.” -Gianne Doherty 

“A lot of my clients have my cellphone number. They’ll DM and send photos, talking about how they love the product and how other people love it too.” -Sabrina Zohar

On attracting people to your business during a pandemic…

“Yes, you can go to all the big brands, but you’re not going to get someone who genuinely cares.” -Sabrina Zohar

On connecting virtually…

“We found that 90% of our customers were on Facebook, so Messenger just made sense. We can meet them where they are.” -Gianne Doherty

“Messenger allows us to chat with customers in real-time, which affects purchasing.” -Gianne Doherty 

On implementing customer service…

“If I’m not prioritizing my customers and not giving them that sense of urgency that they’re number one, they’re gonna buy it from five thousand other brands.” -Sabrina Zohar 

“As a business owner, once in a while, you get an unhappy customer, and you take it so heavy and so personally. Having a third party who can handle that for you so you can focus on growing the business is such a huge game-changer.” -Danielle Nagel 

“Customer communication is vital for trust.” -Gianne Doherty 

On using social media platforms to convert sales…

“I use the Instagram platform to show when I’m making something new to be released or launched.” Sabrina Zohar

“The community you build online is the lifeblood of your business.” -Danielle Nagel

On supporting small business...

“Embrace the fact that you’re a small business!” Danielle Nagel

From Pandemic to Profit: How to Pivot, Reposition, and Reset Your Small Business

“It’s really important for us to be mindful of our customer’s mental health.”

—Patty Delgado | CEO, Hija de tu Madre

Panelists:

Sonja Rasula | Founder, Care Package and Unique Markets

Marissa Hermer | Owner, Olivetta and The Draycott

Jess Rona | Celebrity Dog Groomer and Entrepreneur

Patty Delgado | CEO, Hija de tu Madre

Mattie James | Influencer

Moderator: 

Ginger Siegel | North America Small Business Lead, Mastercard

On experiencing COVID-induced delays or disappointments… 

“We are all human beings, and we have ups and downs, and I think all of us entrepreneurs have to be gentle and kind with ourselves.” -Jess Rona

“It’s all about your mindset as a business owner.” -Jess Rona

On practicing self-care and staying positive… 

“I focus on meditation and self-care because when you’re good, you can handle anything.” -Jess Rona 

“When I focus on the things that I do have, even if they’re teeny tiny, that is the real pivoting for me. The pivoting is actively being a puppeteer with your thoughts and pivoting into a positive mindset.” -Jess Rona

On being a DTC business in the current COVID climate…

“COVID has really pushed us to be more responsible for our own in-house production.” -Patty Delgado

“I’m really listening to the needs of my customers and adapting our business model, and all-around business decisions, based around the current climate.” -Patty Delgado

On owning and operating a restaurant during COVID… 

“It’s not just about health and safety, but trust in us—in any business.” -Marissa Hermer 

“We’re just not a restaurant. We’re a face and a family, and we care.” -Marissa Hermer  

On pivoting to digital during COVID… 

“We cultivated our community online.” -Sonja Rasula  

“I truly am a fan of email marketing, so we really cultivated our email list because those are people who have given us something of value. They have given us their email address.” -Sonja Rasula 

“We started talking to our email list a lot more and we are going to have a very specific plan for holiday months.” -Sonja Rasula 

On pressing pause and looking ahead… 

“For the last month or two, I did take a pause on doing as many things virtually.” -Sonja Rasula  

“For me, I pressed pause, so that I could really focus on what the business could look like in 2021 and start to put things into place for that.” -Sonja Rasula 

On changing your content strategy as an influencer…  

“I noticed that all we really had to shift our story and talk about home life.” -Mattie James

“I had to be really careful that I was authentic to my story and being truthful, first and foremost, but then make sure that anything I told my audience, whether it was organic content about what I’m currently doing or even in partnership with a brand, that I was really speaking to home life.” -Mattie James

“It was really important to me to make sure that I even pivoted the language I used day to day.” -Mattie James

On launching online business courses… 

“So many more people want to take online courses, want an online masterclass. Again, they are making that space to learn because people are a little bit more still right now.” -Mattie James

On making cybersecurity a priority… 

“I’ve been really active in making sure that I’m paying attention to little things like my passwords.” -Mattie James 

“We definitely do spend a lot of time working with the best third parties to ensure our customer and business safety.” -Patty Delgado 

“I will admit that I have put the responsibility on the third parties and I guess I’m just crossing my fingers and hoping it’s okay.” -Sonja Rasula 

On supporting small businesses during this time… 

“The whole idea behind Unique Markets was to feature and support small and independent businesses—designers, artists, makers—who are usually bootstrapped, independent, and own their businesses. And because we can no longer do that, I thought about how I could support all of these small businesses in a virtual space.” -Sonja Rasula

“So, I came up with this idea. My mom sends me care packages. No joke, I am a woman in my 40s, y’all, and my mom sends me care packages filled with random stuff, but it’s the thought that counts.” -Sonja Rasula

“I could take all these small businesses that I support and love and put them into a box.”-Sonja Rasula

“The idea is that everything in these care packages is curated by me or small independent businesses.” -Sonja Rasula

“This year it became very clear to me that I wanted to really help all of my fellow female founders, women-owned businesses and BIPOC businesses.” -Sonja Rasula

“Over 75% of the brands that are in all of the boxes are minority-owned or female-owned.” -Sonja Rasula

On paying it forward in the midst of the pandemic… 

“It’s been the silver lining to this pandemic for me and our teams to know that we are facilitating and have created a platform for people to give back to the heroes and front line workers.” -Marissa Hermer

“We’ve raised over $50,000 and it truly gives us such joy to be able to give back, but equally our heroes are more nourished knowing that people around the world are thinking about them.” -Marissa Hermer

“I think that community, even global community, now more than ever, when our country feels equally divided, it’s really really important.” -Marissa Hermer

“Spreading happiness now is the most important thing we can do when there’s just so much doom and gloom.” -Marissa Hermer

On being a source of happiness and joy… 

“I play with iMovie a lot and make fun videos. I’ll buy music from iTunes and tinker and play around, and tap into my creativity. If you are finding joy through that and you are getting that little fun out of that, I think people want to follow any joy right now.” -Jess Rona

“If you’re posting something that’s joyful, people will be attracted to it.” -Jess Rona 

On adapting your selling strategy… 

“Since day one, we’ve always been very digitally aggressive across every channel.” -Patty Delgado

“What has changed is our messaging. It’s really important for us to be mindful of our customer’s mental health.” - Patty Delgado

“We’ve shifted our focus from selling content to more mindful and empathetic content, and I think that’s been extremely beneficial for brand awareness and just overall brand-customer intimacy.” - Patty Delgado

On building community… 

“While the pandemic has been very intense for all of us, this has been a time where community really does just organically explode if you give people a reason to come together and congregate.” -Mattie James

On the future of in-person pop-up events… 

“For 2021, for all types of businesses, I think creating in-person experiences that can be safe and responsible are going to absolutely thrive.” -Sonja Rasula

Click and Connect: How Technology Is Driving Community, Growth, and Innovation in a Digital World, Powered by Dell

“I know that we would not be where we are today without the mentors who helped guide us.”

Lauren Gores Ireland | Co-Founder, Summer Fridays

Panelist:

Lauren Gores Ireland | Co-Founder, Summer Fridays

Moderator: 

Jaclyn Johnson | CEO and Founder, Create & Cultivate

On launching the business right away… 

“We had the idea and, quite literally, that afternoon we were already taking steps toward creating a business.”

“We truly just started, and never really looked back.” 

On tapping into your immediate network… 

“Once you have an idea and you start asking people, even within your friends-and-family circle, a lot of times, they know someone who knows someone who can connect you, whether that’s to a lab or a manufacturing facility.” 

On knowing when it’s time to bring on a team… 

“You get to a point where you realize you can’t do everything.” 

“Once you’re with a retailer like Sephora, you can’t operate without a proper team behind you.”

On seeking out mentorship opportunities… 

“I know that we would not be where we are today without the mentors who helped guide us.”

“Jen Atkin of OUAI was significant for us. She’s the one that introduced us to Sephora. She guided us when we had big questions.”

“Jamie Kern Lima of IT Cosmetics very kindly sat down with us for hours one day and just gave us so much information and advice, which was so incredible.”

On investing in your own business… 

“Before you’re making money, you have to put money into the business.”

On the power of social media marketing… 

“It’s remarkable what you can do in the beginning, without a ton of money, on a channel like Instagram.” 

“Trying to reach out to the networks that you have, doing gifting, sending things out to people, and investing in getting that product out to people is really helpful.” 

“Now that we have grown, whether they’re our close friends or someone that we don’t know, we do pay influencers, and that is now part of our strategy.”

“What Instagram is best for is getting out the message so people can see it and it makes them want it.”

On networking with other brands… 

“Reaching out to other brands that feel native to your brand is a really great way to grow.”

Building Big: How to Scale and Grow a Team and Business Successfully

“Leading a team requires the desire to be a leader.”

Morgan Mercer | Founder and CEO, Vantage Point

Panelists:

Morgan Mercer | Founder and CEO, Vantage Point 

Arian Simone | General Partner and Co-Founder, Fearless Fund 

Sharifa Murdock | Co-Owner of Liberty Fairs and CEO of ENVSN Fest

Moderator: 

Marla Blow | SVP of Social Impact for North America, Mastercard 

On accessing capital as a minority entrepreneur...

“Right now, Black women are receiving .0006% of venture funds. Women of Color are still under a percent, collectively.” -Arian Simone

“There is also a lack of diverse investors. The industry is eighty percent white male.” -Arian Simone 

“It’s going to take a lot of movement and collaboration and allies in order to move the needle.” -Arian Simone

On finding the right employees…

“I want to know that someone believes in my dream, that someone is really on top of it, and wants to be a part of it.” -Sharifa Murdock

“Bringing on the wrong people is just as bad as having the role open, if not, worse.” -Morgan Mercer

On fostering inclusivity and diversity in the workplace…

“When you think about every single person on your team, they’re all an extension of your values, they’re all an extension of your mission.” -Morgan Mercer 

On caring for employees…

“Once you find a good employee, you gotta keep them happy.” -Sharifa Murdock 

“Be authentic about it too. Do it because you care and you really want to know how your employees are doing.” -Sharifa Murdock

“If employees feel like they can't actually voice their concerns with a project, they’re not going to voice their concerns with their role.” -Morgan Mercer

“The best thing to do is have an open-door policy.” -Morgan Mercer

On preparing to scale your business…

“You can’t just go out to find someone who will work for you for ten dollars an hour.” -Arian Simone

“You need to build on where you’re going, not just where you’re at.” -Arian Simone

On finding the right funding for your business...

“Make sure you have really strong allies and make sure you have really strong mentors.” -Morgan Mercer

“Whether it be VCs, whether it be startup programs and accelerator programs, whether it be grants, loans, pitch competitions, there are numerous avenues, and it’s really about finding people who align with you.” -Morgan Mercer

On having different revenue streams...

“The pandemic is a prime example of why we should have multiple revenue streams.” -Sharifa Murdock

“Have different ideas on how your one concept can do different things cause you never know what can happen.” -Sharifa Murdock

On creating a mentorship program…

“People who can train you and teach you where they have been are key.” -Arian Simone 

On staying on top of cash flow...

“I am the cheapest person when it comes to business.” -Sharifa Murdock 

“Stay as tight as you can.” -Sharifa Murdock

On leading a team...

“Leading a team requires the desire to be a leader.” -Morgan Mercer 

On finding success…

“Success is incompletion. You always want to get to that next level.” -Sharifa Murdock

A Keynote Conversation With Kate Hudson

“The great leaders are the ones who listen to their team.”

—Kate Hudson | Actress, Author, and Entrepreneur

 Panelist:

Kate Hudson | Actress, Author, and Entrepreneur

Moderator: 

Aya Kanai | Head of Content and Editorial Partnerships, Pinterest

On finding the right vision for your business endeavor...

“I like being a part of something that everyone can be a part of.”

On connecting with Fabletics…

“It just spoke to me authentically.”

“It was affordable, cute activewear at a time when being involved in something that was affordable—as a celebrity—was considered not cool.” 

On defining wellness…

“There’s no other beauty secret other than internally being healthy.”

“It starts with not putting too much pressure on ourselves.”

On creating the right wellness products for INBLOOM…

“How do you get people, in general, to feel excited about feeling good and not daunted by the things you need to do in order to be healthy?”

“We need to be able to educate people about wellness in a way where it feels like, ‘Oh, that’s easy enough. I can start there.’”  

On being an authentic entrepreneur…

“I’d rather roll up my sleeves and get involved in the business.”

“I’d rather be proud of what I’m putting out there and fail than make money from something just because it’s an opportunity that I have. I like the long game.”  

“I’d much prefer to build than just model.” 

On being an empowering leader…

“The great leaders are the ones who listen to their team.”

“Anyone who’s gonna succeed leads with openness and availability in transparency.”

“You have to create a positive workspace.”

On being confident while running a business…

“I’m usually asking for business advice.”

“You gotta love what you’re doing cause people can feel it.”

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Ever Heard of a Shmask? Meet the Hybrid Mask Kids Actually Want to Wear

“I’m so motivated and so proud to make something that makes this super weird moment a bit softer.”

—Karine Nissim, Founder of Shmask

March 2020 was the month I cried myself to sleep every night. 

Between tears, death tolls, and hilarious coronavirus memes, I stewed on about what would be. On how my children's lives would irrevocably change and how ill-prepared I was to parent them in this new normal. 

It was out of despair and desperation that I wanted and needed to make this moment better for my children. I couldn't fathom mask-wearing in all its clinical glory as a reality for my family, so I created something better: the first-ever shirt with a mask attached for kids (and grownups).

It's called the Shmask! Shirt meets mask. It is super duper soft, breathable, adjustable, and just so easy to wear. 

If you know me, you know I've traveled with a pack of sanitizing wipes in my purse for the last ten years. My elaborate cleansing of all airplane surfaces around my seat is a source of embarrassment to anyone who's traveled with me.  

Suddenly, I felt validated.  

If I had a dollar for every time I barked at my children not to touch anything in a public bathroom, I'd probably have an extra $30,000.  

None of this eased my nerves. I stayed home. I quit my job as a film professor. I came up with the most elaborate routines to properly cleanse our Instacart groceries and Amazon packages. My hands were so dry that I even started to sanitize the sanitizer.  

And turns out I hate Zoom. I especially hate it when the image freezes and my four-year-old daughter walks away from the screen but all her classmates get to see me in my pajamas. Without a bra on. I really hate it when it is the only means to console my grieving cousins on the loss of their father.

I put out a question on my Instagram story.  "Would you rather send your children to school in a mask or keep them at home?" 70% opted to send them in masks. The thought was unimaginable to me.  I resolved to keep mine home. Maybe. I might miss the world though, probably. 

But then time went on, and well, it turns out I suck at being a school teacher. And, frankly, after cooking three meals and three snacks a day, doing all the laundry and dishes all the time, I'm not my most awesome self. Also, my kids needed other kids and other grown-ups who know the answers to things without asking Alexa first. Incidentally, Alexa knows a lot about space.

And then, we needed to renovate. A burst pipe left brown water stains across our ceiling which was a real eyesore in every single Zoom angle. Also, my kitchen was a relic of the ‘90s, and I couldn't fathom the idea of spending another six months home-bound cooking in that cave of a room.  

An impromptu road trip meant we were suddenly doing things well outside my comfort zone. Hotels. Shared elevators. Public bathrooms. People. Lots of people. 

The kids and their masks were such a source of stress. The little one dropped hers on the street and found it 20 minutes later with evidence of heavy foot traffic. My oldest kept playing with it despite touching every surface imaginable first. And my middle son had a habit of putting his on backward.  

Photo: Courtesy of Karine Nissim

At this point, I'm out in the world, and I'm living the challenge of required mask-wearing with three young kids. I'm experiencing how that looks for my family of five and for my in-laws who were with us.  And, it's a pain in the ass.  It could be better, so I set out to make it so.

But here's the thing: aside from pouring over every Vogue issue my mom got in the 80s, and a brief stint as an intern at Harper's Bazaar, I had zero experience in fashion. I loved it though and always have. And I knew the idea was good. So good that I was afraid to tell people who could do it faster and better than me.  

And then something supremely magical happened. I started asking "friends" on Facebook questions. 

"Are any of you in the T-shirt business?" 

"Does anyone know any patent lawyers?" 

I peppered these in-between images of my dream kitchen and asking for advice on which oven range to buy.  And you know what? People answered me! Lots of opinions on kitchen appliances, but also introductions. Offers of time chatting, getting into how they run their own business, and how I could create mine.  

I would look to my husband at night—as we clacked away on our laptops with Friends reruns in the background—and I would say, "I'm not sure what good I've done in this life, but well it's nice to know people will help me when I ask." And they did.  

My friends who have ever worked in fashion or who’s input I love would come over in the evening and sit six feet apart on my patio, in their masks, and watch my children model my first Shmask prototypes. They would chime in on the pros and cons of design.  

I'll never forget the resounding theme of one of those wonderful conversations. They all agreed: comfort trumped all. A comfortable shirt meant compliance. Compliance with an otherwise alien behavior. If it was soft, breathable, and we could hear their little voices, then they would wear it. And they wouldn’t mind. Neither would we. 

So began a slew of conversations with factories, brokers, consultants, and fabric mills. This was also a pain in the ass, and not what eight-year-old me dreamed being a fashion designer would be. 

But then my kids would hear me say that they inspired me. I called them my business partners. Mostly, they were reluctant models. But really, they are my muses. It’s their soft cheeks and little noses I want to protect. It’s all of ours. I’m so motivated and so proud to make something that makes this super weird moment a bit softer. And now I hear my kids tell their classmates in Zoom that their mom created something. Something they are proud of too. 

Shmask isn’t my first business, but it’s the first time I’ve felt so supported, not just by my family, but by a community of parents who love their children as much as I do. And as much as mask-wearing has been politicized, it’s also been required. And if it’s required, then I want the Shmask to make it easier. 

I am a woman of many ideas. Many, many ideas. My husband, also an entrepreneur, will always say, “The idea is nothing without the execution,” which is true. But, also, execution can’t happen without motivation, and that motivation was ever-present as we navigated this new normal.

So during a baffling pandemic, in the middle of a stressful home renovation, on an unplanned road trip, I developed the Shmask: a shirt-meets-mask concept that guarantees a safe and hassle-free solution for families and their kids.   

The shirt has an attached-face covering made of soft and breathable fabric with enough space in the nose and mouth area for kids to breathe and speak easily. There is a dip in the back, so it can seamlessly be worn or taken off. With the attached-face covering, Shmask helps eliminate the issue of kids complying with today's mask requirements. They can't lose it, drop it, trade it with their friends, or forget it at home. 

About the Author: In addition to being a mom of three, founder Karine Nissim, is also a three-time entrepreneur, an award-winning filmmaker, and professor and the co-founder of DogVacay (which is now called Rover, the “Airbnb for pets”). Shmask started as a passion project to help keep her kids safe during this super weird time. This is the first product of a broader line of apparel for luxe family living called Karine. Super soft clothing that solves the hard problems of our new world. Think protective layers, breathable fabrics, clothes that we can all play and work in, from pick up and drop-offs, Zoom meetings, park play dates, to workouts! You and your fam can look Insta-ready and feel pajama-party good.

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Here's Why You Should Diversify Your Product Range Before You Think You Need To

Photo: Courtesy of Cathryn Lavery

My first year in business was a much bigger success than I’d expected.

My first real product, the Self Journal, launched on Kickstarter in August 2015. I’d set a funding target of $15,000, and by the end of the campaign, I’d raised $322,695 from a total of 6,531 backers.

It was a huge win that, not only validated the concept of a 13-week productivity and goal-setting journal but also launched BestSelf Co. as a business.

But it didn’t take long for this big win to morph into a problem.

If you’ve ever watched Shark Tank, you’ll know that the Sharks are reluctant to invest in a single product.

There’s a simple reason for this reluctance: one product means you have a product, NOT a business.

Even if you have a winning product, your business is vulnerable because all your eggs are in the same basket. You have a single point of failure, which leaves you vulnerable and wide open.

If something happens to that one product, you’re out of business. And so much can go wrong—2020 has been proof of that.

First up, you’ll have competitors snapping at your heels.

Back in 2015, the Self Journal was the only 13-week goal setting on the market. As the first-of-its-kind planning and productivity tool, it gained traction quickly, especially because it was backed by science and success psychology. Fast forward five years and the market is saturated with 13-week journals.

Add to that, potential supply-chain problems, inventory going out of stock, as well as alternative goal-setting solutions coming onto the market, and your steady stream of sales can soon hit a downward curve.

A single product offering also means you have to find new customers again and again. Finding customers is expensive, especially as the cost of paid ads continues to rise.

With the Self Journal accounting for 99.9% of our sales, I knew I had to diversify.

Plus, the benefits of diversifying are so many. With a suite of products, you:

• Spread your risk

• Unlock up-sell and cross-sell opportunities to increase your average order value and your customer lifetime value

• Widen your potential market

“If something happens to that one product, you’re out of business. And so much can go wrong—2020 has been proof of that.”

—Cathryn Lavery, Co-Founder & CEO of BestSelf Co.

I remember Tony Robbins asking two questions: “What business are you in?,” and, “What business do you need to be in?”

BestSelf Co. used to be a product-first company that sold goal-setting journals.

We needed to become a problem-first company that understood our customers’ challenges so well, we could create products that resolved them. We began to interview our customers in our community for information to really understand their needs.

As we transitioned to a problem-first approach, we unlocked a new creative wave in the business. Initially, we stuck with our productivity and goal-setting core.

For example, we recognized some customers felt overwhelmed by the structure of the Self Journal. They wanted to be more productive and effective in their work and their life, but they didn’t want the day-to-day detail of the Self Journal.

We created the Weekly Action Pad in response, which remains one of our most popular products to date.

Not every product innovation was a winner. There was a time when we invested in a merchandise range. Tees and hoodies didn’t sell as we expected, but we learned from that experience and used the lessons to dive deeper into the core of who we are as a business.

Eventually, we began to think more laterally about the problems we wanted to solve.

We realized lots of our customers enjoyed journaling because, through the process of self-discovery, they got clearer on the goals they wanted to set and past the roadblocks that were in their way.

Market research revealed that writer’s block was a big problem for journalers, so we created a deck of prompt cards to spark creative thinking.

And this product launched a whole new line of prompt decks.

It’s tempting to stick to what you know, especially when your product is doing so well, but you’ll never regret diversifying before you need to. You can’t know how long it will take to find another winner. Sometimes the things you think will fly become the embarrassing flops [we’ve had our share of those too!].

The secret is to keep coming back to the core problems you’re trying to solve.

Solve a real problem, and you can’t go wrong.

“The secret is to keep coming back to the core problems you’re trying to solve.”

—Cathryn Lavery, Co-Founder & CEO of BestSelf Co.

About the Author: Cathryn Lavery is the co-founder and CEO of BestSelf Co., an organization dedicated to helping people become their best selves, fulfill their potential, and lead happier lives. As an Irish immigrant with zero business experience, no personal network, and little resources, Cathryn transformed herself into a serial entrepreneur creating multiple brands and even helping others bring their ideas to life. She is passionate about showing others how to make the change and have the tools to achieve their goals.

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Hey Boss Ladies, Here’s What to Expect at Our Small Business Summit Presented by Mastercard

Photo: Smith House Photography

With more than 30 million small businesses across the country employing over 47% of the country’s total workforce, it’s no wonder small business is known as the backbone of America. But in the midst of COVID, small business owners and entrepreneurs need our help more than ever as they transform their Main Street mainstays into thriving digital ones, which is why we’re taking our annual Small Business Summit presented by Mastercard online and making it free to attend. Yes, free!

On Saturday, October 24th, we’re partnering with Mastercard to host a day of immersive virtual workshops, insightful panels, and intimate mentor sessions. Prepare to walk away with the tools, tips, and tricks you need to build, launch, or take your business to the next level and open your digital doors. Scroll on to find out everything you need to know ahead of the big day (spoiler alert: Kate Hudson and Tika Sumpter will be there!) and RSVP to save your spot if you haven’t already.

THE DATE

Saturday, October 24th, 2020

TUNE IN FROM HOME

First things first! On Saturday, October 24th, you’ll receive an email with the link to access the exclusive Small Business Summit presented by Mastercard event site. Please note: All content will go live on Pacific Daylight Time (PDT), including the launch of the exclusive Small Business Summit presented by Mastercard event site. To find out what time a session is happening in your time zone, use this handy time zone converter.

The digital summit is made up of pre-recorded video sessions hosted via Vimeo and live video sessions streaming via Zoom and Messenger Rooms. We recommend that you have a strong WiFi connection and update to the latest version of Zoom for the best experience. The summit is optimized for desktop, so it is best viewed via a computer or laptop, rather than a tablet or phone.

While the live content is specifically designed to be watched in real-time, you’ll be able to access and view it until Friday, October 30th at 5 pm PDT (Insiders, you have all-access even after the cutoff via your C&C Insiders dashboard!).

THE SCHEDULE

Small Business Summit presented by Mastercard is built just like our in-person conferences, which, of course, you all know and love. We have a stacked schedule with an A-list line-up of speakers so we suggest taking notes along the way. 

Want the full lineup? Check out the play-by-play schedule to map out your big day. Please note, all times are listed in PDT (Pacific Daylight Time) and EDT (Eastern Daylight Time). To find out what time a session is happening in your time zone, use this time zone converter. 

It’s going to be HUGE so we recommend getting a head start on planning out your day now.

THINGS TO PREP AHEAD OF TIME

Here are a few things to prep before the big day so it goes off without a hitch:

• Make sure you have a strong WiFi connection.

• Install Zoom on your desktop computer or laptop and test it out.

  • Zoom tips:

    • Find a quiet place to tune in. Try to situate yourself in a small room that does not have an echo. 

      • Try and stay away from noisy electronics and silence your cell phone and computer notifications for an optimal experience.

    • When possible, limit your internet connection to solely the device you’re using for the Zoom conference.

      • Set your phone to airplane mode, pause your television connection, ask others in your home to pause anything that may require a strong internet connection, etc. 

• We will be hosting three LIVE Messenger Room sessions on Facebook throughout the day, you will need to click the live link (which will be accessible via the exclusive Small Business Summit presented by Mastercard event site) at the time of the session to join:

  • This link will prompt you to view the live session. 

    • Please note: You do not need to log into your Facebook account or have a Facebook profile to join the sessions.

  • Please use Google Chrome when accessing the link for the best user experience.

  • Be sure to like, comment, and ask questions during the live broadcast.

• Be sure to download the workshop assets so you can follow along with the expert in real-time. Note: Your exclusive workshop downloads will be available starting Saturday, October 24th via the exclusive Small Business Summit presented by Mastercard event site. 

• Join the Mentor Power Hour Slack channel and peruse the list of mentors who will be answering questions in real-time in half-hour-long Zoom webinars and choose your mentor(s). 

  • We have experts in everything from building brands to raising venture capital to attracting and retaining A-List clients.

  • If there’s more than one mentor you want advice from, don’t worry! You can hop from session to session over the course of the half-hour if you’d like. 

  • Don’t forget to jot down any questions you have for the mentor sessions ahead of time! You’ll be able to ask your Qs in real-time by typing them into Zoom’s Q&A feature.

GET SOCIAL

Stay tuned for exciting announcements and updates by following along on our social at @createcultivate. Don’t forget to tag @createcultivate and use the hashtag #CCSmallBusinessSummit for the chance to be featured in our Instagram Stories throughout the day! (Psst… Search “Create Cultivate” on Instagram to use our custom GIFs.)

NETWORK

Networking is a huge part of our event and our C&C Small Business Summit Attendees Slack Workspace is a great place to mix and mingle with your fellow Create & Cultivators before, during, and after the big day. We’ve created channels for every workshop and panel, as well as channels for international attendees, networking, and more! 

Attendees will receive a link to access our Create & Cultivate Small Business Summit Attendees Slack Workspace in our What to Expect newsletter on Tuesday, October 20th. This Slack channel will remain accessible until Friday, October 30th at 12 pm PDT. Not familiar with Slack? Here are a few tips to get you started:

1. Download the Slack app to your phone, computer, or both

2. Complete your account profile with a profile photo, your name, and what you do

3. Public conversations will happen in the channels (ex: #networking) and are located on the left-hand side of the app. You can also start direct messages with others in the Slack workspace

4. Hit send too early on a message? Slack has an edit feature! Click the three-dot icon located on the right side of the message to open the drop-down of message options

5. We’re all about GIFs at C&C! Here are instructions on how to integrate GIPHY into your Slack account.

6. Our Slack workspace is a busy, happening place on the day of the event. Streamline the notifications you receive by using the “mute” feature on channels that don’t pertain to you. To mute a channel, simply open up that channel, click the three-dot icon labeled “more,” and select the mute option

7. Most importantly, be kind and respectful of others. If you don’t follow this rule, you will be removed from the Slack group

If you have any questions on the day of the event about navigating the schedule, accessing the workshop downloads, or anything else, you can drop them into the customer service channel in Slack.

C&C INSIDERS’ PERKS

Our Insiders get a ton of perks at all our events—and this summit is no exception. As an Insider, you’ll have access to all of the workshops, mentor sessions, panels, and keynotes via your C&C Insiders dashboard. This content will be uploaded by November 6th, 2020. Not an insider yet? Well, don’t miss out—you can sign up here. 

VIRTUAL GIFT BAGS

We know you want ‘em! Complete our post-event survey to receive an email packed with promo codes from some of your favorite brands, including Onekind, Hello Care Package, The Caker, Summer Fridays, and more. You’ll receive the survey in your inbox on Friday, October 30th, 2020.

TECHNICAL DIFFICULTIES?

Live chat with a C&C specialist on CreateCultivate.com. You’ll see a “Chat With Us” pop-up in the bottom right corner of your screen. 

WE ARE SO EXCITED TO SEE YOU ONLINE! Who are you most excited to hear speak? Which workshop are you looking forward to most? Tell us in the comments below!

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