How Bertha González Nieves Grabbed a Seat at the Table (and a Glass) to Became the First Female Master of Tequila

How many times have you peered voyeuristically into the lives of people you admire via social media and wondered what it must be like to do their job? We’ve all been down that research rabbit hole on our quest to create and cultivate the career of our dreams, but often we’re still left pondering the realities of their day-to-day—so, what is it really like? In this series, I Want Your Job we uncover the truth by getting into the nitty-gritty details about what it’s actually like to work in your quote-unquote “dream job” and if the reality stacks up to the expectation.

Photo: Ball & Albanese

Bertha González Nieves fell in love with tequila almost immediately. Two days into a three-day trip to Tequila, Jalisco, the heart of Mexico’s tequila industry, she already knew she wanted to pursue a career that involved working with the history-rich, blue agave-derived spirit. In fact, she even went so far as to call up her parents to tell them that she’d discovered what she’d wanted to do for a living.

She landed a dream job at Grupo Cuervo, the oldest tequila producer in the world, but after 10 years, she decided to take a risk and launch her own small-batch premium tequila brand, Casa Dragones in 2009. Fast-forward 11 years, and her passion hasn’t wavered. “I have such passion for tequila and Mexico that it’s an honor for me to be part of an industry that contributes to the cultural relevance of Mexico internationally,“ she tells Create & Cultivate. But being at the helm of an independent, small-batch, tequila producer hasn’t been easy.

Ahead, González Nieves explains how she grabbed a seat at the table to become the first female master of tequila, how she’s paying it forward to other women coming up in the industry, and how she’s pivoting the company in the wake of COVID-19.

On getting her foot in the door in the tequila industry…

I fell in love with the tequila category when I was 22 years old and was selected by the Japanese government to represent Mexico in a global program in Japan.

As part of my training, I traveled extensively throughout Mexico, learning about the country’s economy and various industries in order to represent Mexico as a young ambassador to Japan. My travels included a three-day visit to Tequila, Jalisco, and after the second day, I called my parents and told them that I had found what I wanted to do. I wanted to work in the tequila industry.

After university, I worked for Booz Allen & Hamilton in the marketing intensive group doing consulting for top global packaged goods companies and then received a master’s degree from Northwestern University.  Once I graduated, tequila was on mind and in my heart, so I went knocking on the doors of the tequila industry. 

I worked for the Beckman family from Grupo Cuervo for 10 years, the oldest tequila producer and an eleventh generation-run company. I fell in love with everything about the tequila production process and its connection to the culture and history of Mexico. While there, I had key roles both in Mexico and globally, but at some point, I realized the brand would never truly be my own. 

I’m an entrepreneur at heart (and actually, I come from a family of entrepreneurs, so it’s in my blood!), so I knew I’d never be fully satisfied until I had my own company, which eventually inspired me to start Casa Dragones.

Photo: Courtesy of Bertha González Nieves

On laying the groundwork for starting her own company…

I earned a bachelor’s degree in business administration from Universidad Anáhuac in Mexico City and a master of science degree in integrated marketing communications from Northwestern. I’ve also had the opportunity to take executive courses at Harvard Business School, Wharton Business School, Columbia Business School, and other top schools. I would say that while much of my studies helped me prepare for the business world, nothing has been as valuable as actually working in the industry itself. Taking the time to become an expert in the tequila industry is what has set me and the company apart. 

On pursuing entrepreneurial ventures from a young age…

Since my teenage years, I’ve been creating and participating in small entrepreneurial ventures like creating a holiday card business in Mexico City, co-producing a film, and working for Mexico City’s top magazine. I also worked throughout my university years in Mexico City, all jobs that weren’t related to tequila. These combined experiences were an important part of my preparation to become an entrepreneur and enabled me to be able to recognize my passion for the tequila industry. For the generations that are coming up, it’s important that you are curious because finding your passion and purpose will enable you to have the focus to discover your potential. 

On becoming the first-ever Maestra Tequilera…

A Maestra Tequilera or Maestro Tequilero are the lead people in charge of the production of tequilas in a tequila company. He or she is the person within a production house that is in charge of defining the brand’s unique formula. I’ve been aware of how male-dominated the tequila industry is from the beginning, but I’ve always focused on my ability and my passion instead of my gender. 

I am part of the founding professors that started with the Program of Tecnico Tequilero in the Universidad de Guadalajara that now is a master’s program. It’s important to give back to the tequila’s appellation of origin and make sure that the next generations can have more academic programs so they can take the category further.  

I want to help break down barriers and provide a path for other women who are interested in the spirits industry. Women in Hospitality and Women of The Vine & Spirits are important organizations that I’m a part of that empower women in the industry through networking and events. More than half of the Casa Dragones team is made up of women, so this is very important to me.

On being at the helm of her own company…

No day is the same in my role as CEO, which is part of why I love the job. Building a company from scratch you realize very quickly that the only constant is change. I divide my time between Tequila, Jalisco, Mexico City, and New York plus all of the work travel with my team across both the U.S. and Mexican markets and travel for events with wholesalers and customers. Between January and March, for example, I traveled every week at least once, maybe even multiple times a week. Last week, I was in tequila bottling the first batch of a new style we are bringing to market this year, and today I’m in New York, soon to be flying out to Las Vegas. I know now why they say, “running a company.” Running is a verb for a reason—you’re on the run on a permanent basis.

Photo: Courtesy of Bertha González Nieves

On taking the highs and lows of entrepreneurship in stride…

Being an entrepreneur and building a venture is a journey where the highs are high and the lows are very low. It can be glamorous at times, but mostly you need to roll up your sleeves and accept that you are making difficult decisions every day. You have to have thick skin and be quick on your feet to think critically about each decision you make. 

On advice for professionals trying to break into the industry…

My best advice is to make sure you have a full understanding of the category, a clear route on how to bring products into the marketplace, and have a unique selling proposition. Surround yourself with the best and most professional mentors you can find and also secure smart capital. Make sure there’s a long-term view because building a venture is not a 5k, it’s a marathon. Perseverance, dedication, passion, and knowledge are the key ingredients to finding success in any industry. 

On pivoting in the wake of COVID-19…

As a small-batch producer, we felt the impact of COVID-19 immediately. With bars, restaurants, hotels, nightclubs all closed, we lost a large share of business overnight and had to pivot quickly. It was important for us to stay connected and support our restaurant and bar community, so we started donating a portion of our online sales to the United States Bartenders’ Guild and the James Beard Foundation Open for Good campaign.

We also developed a “Cocktails at Home” program with out-of-work bartenders in the U.S., Mexico, and London, directly supporting them with small grants in exchange for original cocktail content online. One of my favorite initiatives to date has been providing sustainable 375ml Blanco glass bottles for our restaurant partners, such as ATLA, Lola Taverna, and Moby’s to use for their to-go cocktail programs.

In June, we introduced our latest sipping tequila, Casa Dragones Barrel Blend, in Mexico and the U.S., so we’re constantly pivoting and finding new opportunities to engage our loyal customers with extraordinary experiences. As entrepreneurs, change is the only constant.  We need to look at every challenge as an opportunity to grow, change, and innovate.  

Photo: Courtesy of Bertha González Nieves

On the Casa Dragones project she’s most proud of…

Since we started our company, we’ve had the opportunity to work with some of the most talented artists, chefs, and mixologists in the world. Reflecting back, these collaborations—from special art edition bottles to special pairing dinners to mixology jamming sessions—have been some of the most rewarding for me in my career. In  November 2019, we celebrated our ten-year anniversary over Day of the Dead weekend in San Miguel de Allende, Mexico, which is Casa Dragones’ spiritual home. We invited everyone who supported us over the years to celebrate this incredible milestone with us. 

Our chef friends Enrique Olvera (Cosme, ATLA, Pujol), Daniela Soto-Innes (Cosme, ATLA), Elena Reygadas (Rosetta, La Panadería, Café NiN), Blaine Wetzel (The Willows Inn), and Donnie Masterton (The Restaurant) created a 100% plant-based dinner for over 360 of our closest friends and partners in the oldest operating bullfighting ring in Latin America. It was a magical celebration, showcasing our journey of craftsmanship, and our commitment to creating exceptional tequila and exceptional experiences. If we hadn’t remained committed to this ideal, we wouldn’t be where we are today.

On getting the most out of every workday…

Productivity is like being on a diet. Sometimes you’re productive and some days you don’t meet your expectations. It takes discipline to deliver at your highest level of productivity on a constant basis and keeping the balance between work and personal is essential to achieving this. Some distance between the two helps give clarity on what your priorities should be. With all of my travel, I have become very efficient at working on planes and figuring out how to be productive even when I’m not in the office.

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This Founder Started Her Multi-Million-Dollar Business With Just $100 From Her Savings Account

You asked for more content around business finances, so we’re delivering. Welcome to Money Matters where we give you an inside look at the pocketbooks of CEOs and entrepreneurs. In this series, you’ll learn what successful women in business spend on office spaces and employee salaries, how they knew it was time to hire someone to manage their finances, and their best advice for talking about money. In honor of Black Equal Pay Day, we're shining a spotlight on Black female founders by taking a closer look inside their successful businesses and how they funded them from the ground up.

Photo: Courtesy of Rochelle Graham-Campbell

In 2008, Rochelle Graham-Campbell paved the way as one of the first natural hair vloggers and quickly amassed a huge following on YouTube. Cut to 2020, and she’s turned those followers into dollars with her line of sought-after natural hair care products, Alikay Naturals. Today, the products Graham-Campbell used to make out of her kitchen are sold on the shelves of major retailers by the likes of Target, Walmart, and CVS.

Believe it or not, this successful business started out with just $100, a tried and true hair care remedy, and an unassuming package of paper labels. “My labels were Avery labels that would wash away after a customer used it the first time,” Graham-Campbell, Alikay Naturals co-founder and CEO, tells Create & Cultivate. “While I wanted the prettiest things, I focused more energy on making sure that the quality of the product that I was providing was good enough to keep my customers coming back, and it worked for me.” We’ll say it worked. Alikay Naturals is now sold in 20 countries, including France, Canada, and Bermuda.

Ahead, Graham-Campbell breaks down how she built a multi-million-dollar hair care empire starting with just $100, including hiring her grandparents as her first official employees, and not paying herself a salary for several years.

On bootstrapping the business…

We decided to self-fund because my husband and business partner, Demond, and I wanted to prove our business concepts before we invested more capital into them. With just an initial hundred dollars, would we be able to grow the business organically if we took every dollar earned thereafter and put it into the business?

We were also raised in very financially conservative households (a.k.a. raised in families that didn’t have a lot of money) so we knew how to stretch a dollar and use it wisely. We used this and applied it to our business as well. We have also heard horror stories of businesses taking on investors too early. The investors then came in and caused the brand to be ruined because the initial idea and concept of the founders had been stripped away. Instead of focusing on investors or shareholders, we decided to focus on serving our customers first. 

On self-funding tips for entrepreneurs…

My basic bootstrap tips are to keep your overhead and expenses as low as possible for as long as possible. Some people at the moment, once their business starts to be successful, think they have something to prove by opening a physical location. There are so many companies that have been able to grow into multi-million dollar or even six-figure generating brands that still operate in an apartment or a house.

Also, look into guerrilla marketing; get creative with your marketing dollars in the beginning. We weren’t focused on billboards or magazines, we were focused on how we can get our customers excited by spending as little money as possible. Also, how can we put our time, energy, and effort into creating marketing material that connected to our customers? Which included me doing hair tutorials to spread education and knowledge about our products.

I also taught myself to be in every department in the business, from social media and marketing to customer service and shipping to product development. I did it all, whatever it took because we did not have the capital to hire employees. We waited until the point when hiring was absolutely necessary before we brought employees on and took on a payroll expense. We also kept our beta product as low cost as possible to be able to keep our profit margins healthy so that we can be able to fund cash flow into the business. Eleven years later, we are still a self-funded, bootstrapped, cash-flow operated business. 

On getting back to basics…

I recommend that other entrepreneurs start with what they have and start with where they are. Think about the basic things you need in your business to get to your first sale. Don’t over complicate the process. Think about the basic essentials and use your capital on hand to focus on those things. Once you start to generate revenue in your business, you can scale and you can add the additional resources in areas in departments as needed.

While I think branding is extremely important, I believe that at times people get so heavily focused on the aesthetics portion of their business, which at times, requires a lot of initial capital investment. They forget that the basic foundation of building a company, while all that also does require capital, is usually less expensive. Some examples of the basics that are needed are a website, not a full-functioning website. Maybe starting with a two-page website, enough to, again, convert customers into sales.

Your logo and your brand mood board is another basic investment that I think is worth it creating the beta version of your product or service and getting it launched. Then, I recommend taking customer feedback to pivot and improve. Another area worth investing in upon launching is registering your business and having the proper license is also an initial investment that I think is worth it.

On DIY-ing as much as possible…

When I started my brand Alikay Naturals, I started with simple deli containers that literally were being wholesaled at a restaurant supply store down the street from my apartment. I started with labels that I DIY myself, which is also another recommendation for start-up businesses that are bootstrapping and are starting with limited or lack of funding.

Teach yourself as much as you can, DIY as much as you can in the beginning until you have the capital to be able to hire professionals to make it better. My labels were Avery labels that would wash away after a customer used it the first time. While I wanted the prettiest things, I focused more energy on making sure that the quality of the product that I was providing was good enough to keep my customers coming back and it worked for me. 

On seeking venture capital to scale and grow…

My husband and I have successfully been able to grow our brand for eleven years. We are the sole owners and started with only $100 that we grew into a multi-million dollar global beauty brand. We are looking at the future and scaling our brand rapidly. I believe we are now at the point where we are considering venture capital and the right-fit investor for our business. We’ve previously been approached by investors but declined because it was not the right fit. I think when the right VC comes around we will know it. We want someone that understands our vision for the brand so we do not lose who we are. If you’re reading this and you think that you’re the right investor for us, definitely make sure you reach out. 

On (eventually) putting herself on the payroll…

I actually could not afford to pay myself or my husband for many years. It took probably the first four years before we were officially able to pay ourselves formally on the payroll. Now, I want to be clear, my business has always been profitable, so it wasn’t necessarily that we couldn’t “afford” to pay ourselves, but being a cash-flow operated business, we had to make sure that every dollar that the business made was recycled back into the company. It was hard because it meant that our personal finances took a hit because we could not pull from the business.

However, the way that we looked at it was that our business was a baby, and we could not expect that a baby, although it was working, would be able to sustain us. In the early stages, it was more important for us to make the business stable and financially successful. When we finally put ourselves on payroll, we were the lowest-paid employees in our business for many many years. We paid ourselves just the minimal amount that it took to be able to cover our household expenses. This changed when we had our second child, and we finally gave ourselves the salary that we deserved. To be honest, it was uncomfortable giving ourselves a raise after so many years of barely paying ourselves anything, but it was time.

I would say to the other female founders, please make sure if you can structure some sort of payment for yourself and your business in the early stages, even if it might not be a lot. The sooner that you can pay yourself as the founder, the sooner you will be able to see what you’re working for in real life. It also will give you the motivation to push through the harder days. But remember that your business revenue is not your personal bank account; this is a mistake I see a lot of people make. I talk more about payroll and hiring our first employees in more detail in my book, “90 Days to C.E.O.” 

On prioritizing your marketing budget…

I think the most important area for a business owner to focus their financial energy is into marketing. In order for your business to make money, people have to know about you, they have to want what you’re selling or providing as a service. They have to believe in your brand or your story, and you have to get their attention by being creative.

I think that branding is also important because branding is a part of marketing. You can still brand while your dollars may be limited. It is imperative that you understand how to track your ROI ( return on your investment) by having proper KPIs (key performance indicators) and measures of success in place for every single marketing activity that you do. I discuss this more in my book as well.

On hiring her first “official” employees…

My first big expense in our business was hiring our first employees after my grandparents. My grandparents, Yaya and Mr. Ralstan, were our first employees because they are family and they wanted to see us be successful, and we didn’t have to pay them very much. So our first major expense was hiring official employees that we had on the payroll, that we were now financially responsible for every two weeks, talk about pressure as a start-up business! 

On investing in what’s really important…

The top three largest expenses in the beginning (and now!) are payroll, overhead expenses, and marketing. In the beginning, we were able to keep our marketing costs very low because we gorilla marketed and focused more on social media and free opportunities, but still, we had to have a budget allocated to get the word out about the products.

Photo: Courtesy of Rochelle Graham-Campbell

On saving specifically for tax season…

Save a minimum of 20% to put towards business taxes. I think that’s a mistake that a lot of early entrepreneurs make. They get excited when they start to make money and generate revenue and forget that at the end of the year you’re going to have to call Uncle Sam. Some advice that I can definitely offer is to pay your business taxes quarterly. It makes the blow at the end of the year a lot softer. 

On hiring an accountant (after much trial and error)…

We did not have an accountant when we first started our business. In fact, to be honest, we neglected doing proper accounting for the first couple of years. We were just focused on making products, getting them to our customers on time, keeping them happy, and keeping our business going and growing.

As we began to formalize the business, I taught myself how to do QuickBooks and I was doing our bookkeeping by myself, but I wasn’t very good at it because I really did not have the time as CEO. I was already wearing 50 million hats, which included being the product developer, marketer, shipper, customer service representative, HR, and then bookkeeping?

It was too much so we did hire a small independent accountant who was not the best fit for us. It took us going through three independent accountants before we found our perfect fit, which is a woman-founded and operated firm that we use now. 

On wishing that she’d invested in herself sooner…

I wish that I had paid myself earlier on because my personal finances and credit took a huge hit during this time. I wasn’t paying my student loans for the first couple of years as an entrepreneur because I wasn’t paying myself anything. I was only doing what it took to pay our basic expenses such as rent, food, etc. That was it just the basics. My personal finances took a hit that, honestly, was extremely embarrassing and took some years to rebuild.

On talking about money…

I think that it’s extremely important to talk about money. I must be honest, before I became a successful businesswoman, I thought talking money was kind of weird, awkward, and strange. I also thought that the people who talked about money were actually bragging. I realized that as you become more successful and more financially stable yourself, money talk is extremely important. It honestly gives you more insight and transparency into what others are doing. You are able to share advice and tips to be able to help each other as female founders. Business becomes better. 

On finding a business mentor…

If you’re seeking a mentor, make sure that you are prepared. Don’t seek mentorship when you are not serious about what you are doing because the person you’re seeking out to become your mentor is probably extremely successful with an extremely busy schedule, so you have to already have something established or have a plan. You have to be dedicated and not waste their time.

Also, when doing outreach, find out what you can offer them as well. Don’t be fooled, just because someone is a successful business owner doesn’t mean that they can’t use support in some form. Figure out how you can offer some sort of support to them as well. Even if they decline, at least it looks like you’re not just going with your hands out with nothing to contribute.

If you are able to get an opportunity to work with a mentor make sure you are really listening when they are talking. I think the worst thing is when someone asks you for advice and they just end up talking over you. I just stop talking at that point. I wish I had business mentors when I was starting my journey but I did not. I think that it possibly could’ve helped me to get further in a faster time. But I have no regrets, it made me extremely self-reliant.

On hiring the wrong employees and paying them too much…

The biggest money mistake I made was paying an employee that I hired based on what they thought they deserved and not necessarily based on the credentials and experience that they had. I allowed them to do a smoke and mirrors on me. The résumé and after being hired their work ethic and performance and results did not match the salary that they had demanded. They no longer work for my company. They only lasted a few weeks but it was a necessary lesson that I needed to learn 

On giving financial advice to entrepreneurs…

Always know your numbers and your margins. You are in business to be profitable, not just to be popular, so understand your profit margins. Also, keep your expenses and overhead as low as possible for as long as you possibly can. Even if you have an accountant or CFO, it’s your responsibility to check and monitor your bank account often. 

On her #1 piece of financial advice for founders…

Build a relationship with a business banker. As a small business owner, we open a business bank account, and then we think that is it! We don’t realize that there are so many additional resources that are free and available to us but we will never know if we don’t ask. Now, don’t allow people to talk down to you and bully you into getting additional things that you may not need, but it’s really nice to know you can pick up the phone and call a business banker direct instead of having to always call a one 800 line. 

On setting high financial goals…

Don’t be afraid to set your financial goals for your business. I remember having a meeting with my sales team last year and they were celebrating that we had met a sales goal, but I wasn’t smiling. I had to explain that my goal was a lot higher and that we needed to raise the bar, which we did and this year we have already exceeded that goal after Q2, which is amazing. Had I kept the goal lower, I don’t know if we would’ve pushed as hard as a team to exceed or to meet that goal.

As a founder, don’t be afraid to set your revenue and sales goals high. You are either going to work and meet it, or if do you fall short, at least you weren’t aiming low. One major goal that I have for my business is a high percentage of growth in revenue year after year. This is what makes me feel like my business is being successful I wrote a book that’s 422 pages that discusses my past 11 years as a CEO in “90 Days To C.E.O.” I hope that everyone is able to pick up a copy because the things that I discuss are extremely transparent. 

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“Passion Isn’t Enough” and More Real-Talk From Our Beauty Summit Small Business Roundtable

Photo: Create & Cultivate

Before COVID-19 hit, the beauty industry was valued at $532 billion and on a rapid upward trajectory. Now, however, in the midst of a global health crisis, experts predict that global beauty-industry revenues could fall by as much as 20 to 30% in 2020. But despite these discouraging stats, the beauty industry is resilient. During the 2008 financial crisis, spending in the industry only fell slightly and fully bounced back within two years.  

To gain insight into the current state of small business, specifically within the beauty industry, and to find out what the future holds for the category post-COVID-19, we partnered with Mastercard as the presenting sponsor to bring together four powerhouse founders who are at the helm of next-generation brands and disrupting beauty and wellness verticals at our recent Digital Beauty & Self-Care Summit on Saturday, July 25th. Mastercard recently surveyed the small business community with an eye toward championing diversity and learned that 41% of respondents started their business to set a positive example for other aspiring entrepreneurs.

Ginger Siegel, the North America Small Business Lead at Mastercard, led a conversation with Shontay Lundy, founder of Black Girl Sunscreen,Tai Beauchamp, co-founder and CBO of Brown Girl Jane, Rochelle Graham-Campbell, CEO and co-founder of Alikay Naturals Africa Miranda, author, host, and founder of Beauty by Africa Miranda, to dive into the topic. Scroll on for the most memorable real-talk moments from the conversation, and prepare to write these down because you’re going to want to add them to your vision board, stat.

On disrupting an outdated industry…

“A cosmetic product is supposed to make you feel good and look good.” - Shontay Lundy 

“There is a myth that Black people don’t need sunscreen and we’re here to bust that myth.” - Shontay Lundy 

On finding whitespace in a market…

“Pivoting is never easy, but oftentimes it’s about recognizing a void in the market and an opportunity to have an impact.” - Tai Beauchamp

On finding your purpose…

“Passion is not enough. Passion is necessary. Passion helps fuel the energy that you need to go at times when you don’t have the resources, capacity, or bandwidth. However, what should inspire you is finding your purpose and being clear about your intention.” - Tai Beauchamp

“The same way that a business has a manifesto and a mission statement, you should have your own personal mission statement, you should have your own personal manifesto, and then align that as you’re looking for opportunities in the market to build.” - Tai Beauchamp

On building a community…

“If you remain authentic with your audience and take them along on the journey with you, I believe that it builds loyalty that cannot be broken.”  - Rochelle Graham-Campbell

“I’ve shared my wins, I’ve shared my pitfalls. We’ve cried together, we’ve celebrated together. It’s a “we.” It really is a community.” - Rochelle Graham-Campbell

“If you are a business owner or a brand owner, you have to figure out if you want the responsibility of a community because you owe them more. You have more of a social responsibility to them and you have more of a responsibility to make sure that the actions that your brand is taking are not just a reflection of your own beliefs but also the beliefs of the community as well.” - Rochelle Graham-Campbell

On finding whitespace in the market… 

“Create something with your story and your approach. That does not exist. There will always be a space for that if you stay true to that.” - Africa Miranda 

On learning along the way…

“Respecting the process is a big part of the entrepreneurial journey. If you don’t respect the process, then being an entrepreneur may not be for you.” - Shontay Lundy 

On breaking into a controversial category…

“Being a Black-owned business focused on centering Black and Brown women, there are so many stigmas that exist within our community around CBD and a lack of knowledge and education.” - Tai Beauchamp 

“A part of our business model is that a portion of all our proceeds goes to support nonprofit and for-purpose organizations that center women of color around their mental health and wellness and the over-criminalization of Black and Brown people who have been incarcerated because of cannabis and marijuana.” - Tai Beauchamp  

On running a business… 

“There’s a big difference between starting a business and running a business.” - Africa Miranda 

On raising money for your business from your network...

“Utilize your network. There may be someone in your circle of family and friends who has been watching your journey and may be very willing to give you a small loan or a small gift to help you get started.” - Africa Miranda 

“We think that we need $10,000 or $100,000 to get started, but sometimes $1,000 or $500 can be the difference between an idea and actually starting a business. Be open to nontraditional sources of support.” - Africa Miranda 

On just going for it…

“I didn’t overthink the process and I didn't focus on my launch needing to go the perfect or traditional route, I just went for it.” - Rochelle Graham-Campbell

On running a self-funded business…

“We decided that, instead of focusing on what we couldn’t have, let’s focus on what we were making and just make sure that we manage our business finances just as strictly as we do our personal finances.” - Rochelle Graham-Campbell

“For every dollar that we spend, we have an ROI.” - Rochelle Graham-Campbell

“Every dollar I spend, I need it back.” - Rochelle Graham-Campbell

“If anyone is considering starting a business and self-funding, understanding your cash flow management is something that is extremely important. As early as you possibly can, hire an accountant or a CFO.” - Rochelle Graham-Campbell

On prioritizing e-commerce and DTC channels…

“A mistake that a lot of product-owned businesses make is they focus more on the retail channels and then they neglect their e-commerce. Your e-commerce is your direct connection to your people—to your customers and to your tribe—and you have to make sure that you’re nurturing that because retail can disappear at any time.” - Rochelle Graham-Campbell

On their Priceless money tip for small business owners…

“The first hire is a bookkeeper, accountant, or CFO.” - Tai Beauchamp  

“Know what you’re spending and be very intentional about it even as you’re building a business.” - Tai Beauchamp 

“You should be very dangerous in every department, so know a little bit about a lot of things.” - Shontay Lundy 

“Fire yourself from every position other than CEO. Once you get your company to the point that you’re able to, it’s really important to take a step back and delegate to other people on your team.” - Rochelle Graham-Campbell

“As CEO you need to focus on money-making or brand-building and driving activities and not answering an email or filling out a form.” - Rochelle Graham-Campbell

“Prioritize. If you know you don’t have a large pot to pull from, then really look at where your dollars can go the furthest.” - Africa Miranda 

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

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

Photo: Courtesy of Steffi Lynn Tsai

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

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

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

On launching her online shop…

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

On writing a business plan (eventually)…

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

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

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

On setting up the business logistically…

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

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

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

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

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

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

On locating the right manufacturers to work with…

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

On self-funding the company…

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

On making the mistaking of stocking too much inventory…

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

On freelancing from the get-go…

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

On growing a team…

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

On being transparent…

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

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

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

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

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Starting My Business Was One of the Biggest Risks I’ve Ever Taken—But I Don’t Regret It

This article was originally published by Mogul Millennial on March 24, 2020, and has been shared with consent.

“

No matter what, you have to stay the course, even when you’re not making a lot of money in the beginning.

”

—Denequa Williams-Clarke, Founder Lit Brooklyn

At Mogul Millennial, we believe that when we avoid the important conversation around money, it becomes a silent tool for oppression for the Black entrepreneurial community. It’s hard to learn about something when you’re discouraged or scared to talk about it, and as a result, cannot really learn in order to grow.

In our series, All About the Benjamins, we’re challenging Black entrepreneurs to give us the tea on their financial reality—how much money they’re making (or not making) if they are profitable, how they were really able to launch their business, and so much more.

In this edition, we were able to catch up with Denequa Williams-Clarke, the founder of LIT Brooklyn, a luxury, eco-friendly candle company. After deciding she wanted to launch a candle company, Denequa taught herself how to make candles, and since then, has been able to partner with top brands and has grown her passion into a profitable business. In our chat, we learn more about how Denequa launched LIT, and her financial experiences in the early days as a new entrepreneur.

An entrepreneur at heart.

One of my first jobs was actually my start in entrepreneurship. When I was 12 or 13, I had a printing company with one of my cousins and I was selling greeting cards. There was this CD ROM, when they were a thing, called “Create a Card,” and I used that to create greeting cards around the holidays and business cards for people. The biggest thing that I learned from this experience was customer service. Even at that young age, I treated my business very seriously from how I packaged it, and even the time frame of how I delivered my products. But I think other than that, I have to credit my parents for teaching me about business. They were immigrants and a lot of things that I’ve learned in business came from them. As an immigrant, you have to be super-resilient, and that’s definitely a trait that you need in business. Also, you need to be reliable, trustworthy, and a person of your word. No business could have taught me what I’ve learned from watching my parents.

Photo: Courtesy of LIT Brooklyn and Mogul Millennial

For Denequa, it was all or nothing.

I’ve always loved candles and I think my love for candles and my love for making people feel good about themselves, inspired LIT. The lighting of candles and the ambiance that it provides, I love being a part of that experience. Back in 2015, I was literally in the living room watching TV, and I told my husband, who was my boyfriend at the time, “Yo, I think I want to start making candles.” The idea came easy to me because I love candles so much and I wanted to do what I loved.

When I decided to launch my business, I was doing it full-time. The money that I had saved from my last job helped me start my business. I literally just went all in. I know I had a lot of balls to do it. Looking back, I had a lot of balls and a lot of bills. Starting this business was probably one of the biggest risks that I’ve ever taken in life, but I don’t regret it.

I will say a disclaimer and note that there is definitely a certain kind of love that you have to have for starting any type of business but especially a business when you’re investing your own money into it because you have to have a mind frame of all or nothing and that’s not easy. You have to automatically go into it without even thinking that there’s going to be any loss at all; you have to fully believe in it 100%. I definitely experienced that a lot of that when I first started my business. I know people around me didn’t understand the importance of candles, but I didn’t let it stop me. 

It took spending money to make money.

My business was very expensive to start. Honestly, I never really calculated how much money I used when I first started. I do remember that there was a lot of trial and error and testing involved. There was a lot of spending on things like tumblers, wicks, glassware, waxes, and several other things. I never really took the time to think about the money aspect. Early on, I was so obsessed and invested in the final product that I never really thought about everything else that was going on.

In my first year of business, I did do a lot of sponsoring products and that was an expense. I also did a lot traveling to make sure I was at different pop-ups and events in the city, which was a huge expense too. In the early days, it was definitely a lot of money that was spent, but I wasn’t tracking it like that.

Plant your seed, and then watch it multiply.

When I first launched my business, my price points were a lot higher, and that was, of course, all with trial and error. About six months into my business, I did a whole rebranding, where I offered a travel-sized candle and I offered a different color jar. I found that the person that I was getting my supplies from was able to offer me a cheaper cost, so then in return, I was able to offer my customer’s a cheaper price. Once I did the whole rebranding, that’s when I started to see an increase in sales. My customers were getting the same quality product but just in different packaging.

I  didn’t really see any real, consistent sales coming in until like a year or a year and a half later in my business. Keep in mind though, that’s a part of the game. No matter what, you have to stay the course, even when you’re not making a lot of money in the beginning. 

“

You don’t become a self-made millionaire overnight and people have to know this coming in. Entrepreneurship is hard.”

—Denequa Williams-Clarke, Founder Lit Brooklyn

In every success story, there’s a gap of trials and errors that is untold.

To be honest, in the beginning, there was definitely no paying of a salary. I sustained myself because I was lucky to be able to still live at home with my mom.

After my first year of business, my mom started seeing people and brands writing about my business. For example, I was featured in Essence and got to be in a Budweiser commercial. I think for an immigrant parent, my mom was like “I don’t know exactly what the hell you’re doing, but it has to be something because people are talking about you.” From there once the traction started to pick up, belief started to come in. She knew that I wasn’t just sitting around and that my business was a real thing. Being able to stay at home was a huge help because I was also able to save money.

Often times, people don’t really talk about things like this, and I think that’s why success stories are so jaded. It’s so many loopholes in everyone’s story. The reality is that when you have a business, what you make goes back into the business. Even if you have a $5,000 day, you don’t really have $5,000, sis. That money goes back into supplies, back into your product, your tech, etc.

There is a lot of factors that go into the money that’s made as an entrepreneur, and I don’t think people are honest when having that conversation. You don’t become a self-made millionaire overnight and people have to know this coming in. Entrepreneurship is hard.

Started from the bottom now we’re here.

After all of the trials and long nights, I’m profitable now, but it didn’t happen until after the year and a half mark. Most of my revenue, and my profitably, has come from the help of my consumers, and their word of mouth marketing. The awareness that I’ve been getting since I launched from people that love my brand has been huge and impactful.

To keep up with Denequa or LIT, follow them on Instagram here, or visit the site to pick up your candle!

Photo credit: Courtesy of Denequa Williams-Clarke and Mogul Millennial

Mogul Millennial, Inc. a media-tech platform curating actionable resources for Black entrepreneurs and corporate leaders #forusbyus. Follow @mogulmillennial on Instagram and Twitter, and check out our website at www.mogulmillennial.com.

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

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

Photo: Courtesy of Dorian Morris

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

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

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

On establishing a solid résumé…

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

On building a future Fortune 500 company…

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

On leaving corporate America…

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

On discovering the benefits of cannabis…

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

On democratizing beauty…

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

On tapping into conscious capitalism…

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

On destigmatizing and elevating CBD…

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

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

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

On taking the leap without a business plan…

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

On landing on the name Undefined Beauty…

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

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

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

On setting up the business…

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

On differentiating the brand in the market…

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

On finding the right manufacturers and production partners…

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

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

On building a financially stable foundation…

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

On being strategic and getting creative…

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

On working another job while building the business…

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

On getting out of your own way…

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

On valuing collaboration over competition…

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

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

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5 Women of Color Dominating the Startup Tech Space

Esosa Ighodaro, co-founder of COSIGN 

The stats on women in STEM and tech are pretty dismal. (About 26% of women hold tech jobs.) Those numbers drop lower when it comes to women of color-- they hold only 3 percent of all tech positions in the U.S. Which is why supporting of women who are doing their damn thing, and doing it well, is crucial. 

Here are five amazing women of color in the tech space you need to hit that follow button on. 

1. Jessica O. Matthews & Unchartered Play

Jessica O. Matthews is the Founder & CEO of Uncharted Play, an energy company that designs renewable energy technology systems for infrastructure and smart applications. Founded by Jessica when she was 22, Uncharted Play’s flagship product is the SOCCKET ball, an energy generating soccer ball that provides off-grid power for the developing world. Jessica invented the SOCCKET when she was 19 years old.

Jessica’s research and career centers around the intersection of disruptive technology, human behavior, and the psychology of self-actualization. A dual citizen of Nigeria & the U.S., Jessica has a degree in Psychology and Economics from Harvard University, and
an MBA from Harvard Business School.

2. Dawn Dickson & Solutions Vending  

Dawn W. Dickson is a serial entrepreneur with over 15 years of experience in marketing and business development. She launched three successful cash flow positive companies since 2002, her most recent venture Solutions Vending International (SVI) in October 2012 after identifying a need develop a software solution to make vending machines more intelligent.

What Solutions Vending International does: Smart vending machines now represent a new breed of machines connected to the internet. Their software helps vending machines not only understand retail customer demographic and sales data, but communicate with one another to understand consumer purchasing behavior, identify venue traffic patterns, and establish a network of connected retail devices. SVI is building a network of connected machines to securely collect and analyze data about consumers and venues across the United States.

3. Maude Okrah and Bonnti

Bonnti is a mobile platform which helps women navigate and simplify their hair experience. The site explains, "We understand ethnic hair is different and we want to empower women to have more choice when it comes to your hair." 

Okrah recently told Project Entrepreneur, "I’d love to see more women, especially women of color, dive deeper into the tech world and come up with solutions to solve the unique everyday problems we face. I’ve learned so much throughout this entrepreneurial journey that I’d be remiss not to share it with any other woman who even shows an inkling of interest in this field. I mentor a small group of women from my alma mater and the D.C. area, helping them navigate the challenges I faced when beginning on this journey."

4. Erin Horne McKinney and KissIntel 

Passionate about emerging technology and entrepreneurship, Erin Horne McKinney is the cofounder of Black Female Founders (#BFF) and KissIntel. KissIntel is the first mobile application to function as a "CRM for dating" by creating a platform where users can aggregate and track their dating lives, compare and rate dates and get instant feedback from their family and friends in real time. KissIntel’s proprietary date aggregator allows users to compile all their date options in one place. KissIntel revolutionizes the way people make dating decisions and creates an entirely new way to interact with potential partners by providing customized comparison and rating tools that tie into the user’s curated contact list and social network for immediate feedback from family and friends they trust. In addition to the end-user focused capabilities, KissIntel can offer its rating and comparison engines directly to online dating sites.

5. Esosa Ighodaro and Cosign

She's the woman who is making your photos shoppable. COSIGN connects you to your favorite brands and retailers in just one tap. COSIGN is the first app to make products in your photos ready-to-buy, turning your social media followers into customers and your style into a way to earn cash rewards.

After constantly asking herself, "where did she get that?" Ighodaro decided to come up with her own solution, creating an app to solve her shopping issues. CoSign serves as a mobile app that makes any product with an image shoppable on social media. As an added incentive, users can make a commission for every product purchased through the app.

In this new world, women save themselves. Have more amazing women we should be following? Share in the comments below!

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