Why This Successful Founder Wants You to "Persist" Even When Business Looks Bleak
“Things can change at any moment.”
We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their story in our new series, From Scratch. But this isn’t your typical day in the life. We’re getting down to the nitty-gritty from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves, we’re not holding back.
It’s not easy to see the silver lining sometimes, especially in times like these, but small business owner, Blair Armstrong has an important message for anyone who’s feeling challenged right now: Persist.
It’s a simple but powerful call to action that has helped her through tough times and she wants to make sure that small business owners hear it too. “Plan for the unexpected—persist,” she tells us. “Things can change at any moment. You may be one moment or one day away from realizing your goals.”
Armstrong knows all about the highs and lows of running a business. The founder of Gilded Body has made plenty of mistakes—her first manufacturer was a catastrophic failure—but she sees them as valuable lessons on the rocky entrepreneurial path. Because as Armstrong explains ahead, “there are no shortcuts or easy routes.”
If you haven’t heard of her luxurious body care line, then you’re in for a pleasant surprise. Her marble body brush, body balm, bath soaks, and candles are beautifully crafted and urge us all to take better care of the skin on our bodies.
So, of course, we’re thrilled to have her brand in the Create & Cultivate’s inaugural Small Biz Pop-Up line-up in Los Angeles. Locals can now safely shop via Postmates or contactless shopping thanks to Square when visiting the IRL pop-up at Platform.
Ahead, Armstrong takes us behind the scenes of her business and tells us how she built it from the ground up, what it really takes to succeed, and why she still hasn’t paid herself.
On the lightbulb moment…
There was not a lightbulb moment per se but a series of events and recurring thoughts and ideas. I’ve always loved skincare and beauty, which led me to become a Dermatology PA. I had an idea for a product that I believed to be unique and that would be well received. During my training and practice, requests for dry skin and body product recommendations were very common. I wanted to create products that I would confidently recommend. It was important to me that they be beautiful and effective.
We spend an inordinate amount of time caring for the skin on the face, often neglecting the skin below the neck. The skin on the face is 3% of the total surface area of the body but receives 99% of our time and focus. I want to encourage a more balanced approach to skincare, one that includes caring for the body with the same, if not more effort than we have for facial skincare.
As I worked on the initial product, I began to develop ideas for more products and after a few months, I had a plan for a complete range. I decided very early in my medical training that I wanted to find a way to improve access to dermatologic care and to reduce disparities in care and creating this business allowed me to get to work on it.
On writing a business plan…
I started without a business plan and created a loose plan after a few months. Creating a business plan proved to be extremely helpful for decision making. It allowed me to work through and articulate my vision, set objectives, and benchmarks. In the process of putting it together, I did a lot of research on the landscape and industry.
On coming up with the name…
This was one of the most important and most difficult aspects of starting the business. I researched the science of naming, made endless lists, surveyed family, friends, and strangers. I inquired with local marketing agencies that offered naming services. Ultimately, I decided on a name that is inspired by my love for art, architecture, sculpture, and history. I considered the history of the words, how they’re used, what the name would imply and how I could build a story around the name that would work well for the brand and product line I wanted to create.
On setting up the business…
I did all the basics of checking the domain, trademark, and social handle availability. Part of the process that I really enjoyed was working with a graphic designer on the brand logo, font, and creating the brand creative guide. The creative and research aspects of building a business are my favorite. I spend a lot of time thinking about how I can improve and refine. It’s through research and my experiences that I find inspiration.
On brand research…
I researched everything I could think of and anything I thought would even be remotely helpful. I read books and articles about entrepreneurship, starting, and growing a business. I love How I Built This podcast by Guy Raz. I highly recommend taking the time to research as much as you can and as quickly as you can to try to avoid some of the more common and costly mistakes. Mistakes are inevitable but there is a lot of guidance and information available.
On finding a manufacturer…
The first manufacturer I found online did not work out at all. As in catastrophic failure. It was a complete waste of time and money but a valuable lesson. I learned the importance of working with a company that will stand behind what they produce. I would advise other founders to ask for recommendations, ask the company for references, and read and understand all aspects of the contract. I was too trusting.
On self-funding…
My company is completely funded by my earnings, savings, and supported by my spouse. I haven't done any rounds.
On money mistakes…
One of the biggest money mistakes I made was paying for services that I didn’t need at that stage of my business. There will always be offers of services that promise to help your business. There are no shortcuts or easy routes.
On working full-time while building Gilded…
Yes. I worked full-time and worked through my graduate program while building the company. It was challenging but I cared enough to persist.
On paying herself…
I did not and have not paid myself. I hope to be able to start to pay myself within the next 12 months.
On building a team…
Gilded is a team of one. I collaborate with experts and freelancers as needed. I’ve attempted to hire a few times. Hiring during the pandemic is proving to be difficult.
On hiring an accountant…
I didn’t have an accountant in the beginning. Choose one of the top online accounting programs and seek advice from an accountant when the time comes.
On the biggest learning curve…
The biggest learning curve is learning to juggle so many things and figure out which ones will actually move the needle for my business. I wear so many hats.
On having a mentor…
I follow some incredibly successful, women that are transparent and share a great deal of information about their journeys. Recently, I had the pleasure of connecting with two experienced and supportive fellow entrepreneurs. I have monthly check-in calls with one and I chat with the other by phone or email. I’m a member of Makelane, a community for women in e-commerce. The opportunity to work with like-minded women and the sense of community has been incredibly helpful.
On allocating budget to marketing…
I’ve tried digital marketing, content marketing, local events, and trade shows to promote the company. I’ve also tried influencer marketing. A significant percentage of my budget goes to marketing because my company is relatively new and I’m still working to build brand awareness. Marketing is obviously critical to business success. A solid marketing strategy cannot be overvalued.
On the importance of email…
I didn’t set up email marketing early and learned how crucial it is for business. I would advise others to not make this mistake.
On her #1 piece of advice for aspiring small business owners…
I would advise people who want to start a business to reach out to and talk with entrepreneurs. Try to learn as much as possible about the challenges, opportunities, and inevitable obstacles.
On her #1 piece of money advice for founders…
My number one piece of financial advice would be to keep proper accounting of all expenses, especially in the beginning—proper record-keeping is important.
On advice for her younger self…
If I could go back to the beginning, I would encourage myself to go faster, commit to the business sooner. To listen to my instinct. That opportunity is often disguised as hard work.
Entrepreneurship is unlike anything you will ever do in your life. Don’t feel pressured to start a business because it’s the thing to do. Take the time to explore your interests and you will uncover your passion.
To discover, support, and shop all of the brands featured at the Create & Cultivate Small Biz Pop-Up, head to our C&C Small Biz Pop-Up hub.
How This Co-Founder Broke Through the $532 Billion Beauty Industry With "No Money Saved"
And now she can’t keep their game-changing product in stock.
We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their story in our new series, From Scratch. But this isn’t your typical day in the life. We’re getting down to the nitty-gritty from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves, we’re not holding back.
Their mission was simple: to create easy skincare for oily and combination skin types while helping women feel comfortable in their skin. And they achieved it. Base Butter—co-founded by She’Neil Johnson, CEO of Base Butter and Nicolette Graves, VP of Product—is a lightweight moisturizer that yield results through simple formulas to safely improve the overall health of the skin.
Their revolutionary product is so good, they sold out but we know where you can snag a jar—the Create & Cultivate Small Biz Pop-Up. This experiential space was designed to help people discover, connect, support, and shop curated Women of Color-owned small businesses from across the country. If you’re local to LA, you can shop the products now via Postmates and choose delivery or pickup. You can also purchase via contactless shopping thanks to Square when you visit the Small Biz Pop-Up at Platform. We hope to expand on this idea and bring it directly to you across the country so stay tuned!
Want to learn more about Base Butter and the founders who built this game-changing business from scratch? Well, keep reading to hear from co-founder She’Neil Johnson to discover why they swapped a business plan for a lean business canvas, how their Skin Struggles survey helped to hone their mission, and how they broke through a $532 billion industry with “no money saved.”
Be prepared to self-educate.
During our unofficial skincare journey, my co-founder Nicolette and I found ourselves self-educating and actively piecing together information to create solutions for our oily, combination, and acne-prone skin types and concerns because we were continuously running into barriers as a result of the gaps that exist for Black women to gain access to safe and effective skincare formulas.
For years we would share new knowledge, experiences, and more with each other and our larger group of friends. After reflecting, we realized it was a similar experience for our counterparts. We had been identified as the ones in our community excited to always share our findings, go the extra mile to read and research, and reluctantly push through our trial and error process. Soon we began discussing and becoming transparent about our skincare journey and struggles through not only our friend groups but a larger community online. So we decided to use the feedback from our community, knowledge gained, unique skills, and work experiences to build our own formulated solution, BASE BUTTER.
Consider swapping a business plan for a “lean business canvas.”
I tried to write a business plan, but I was stuck. So I spent time outlining our concept and goal setting on a whiteboard, then I came across a lean business canvas while taking an entrepreneurship class at Columbia University. The lean business canvas allowed for flexibility, because, let’s be honest, a full business plan can be intimidating when you are starting out.
Don’t rush the name, stay focused on the product.
BASE BUTTER was actually the name of our first product, a multi-purpose body butter. I was on the phone with my older sister Tashah brainstorming ideas and then the word BASE came to me. BASE represented the foundation and I wanted to create products that were the foundation of your skincare routine. We have since then phased out the product, but the company stuck. My suggestion would be not to get hung up on the name. Start working and building your prototype. Get inspired and it will one day come to you.
“I unexpectedly was let go from my 9-5 job due to my role being eliminated. I had no money saved, but I was still eager to jump into entrepreneurship full-time.”
— She’Neil Johnson, Co-Founder and CEO, Base Butter.
Once you have a name, trademark it!
Once we named our company, we secured it on all social media platforms, incorporated our business, and purchased the domain. At the time one of my close friends from undergrad was in law school at Howard Law. She was a part of the trademark clinic on campus and their assignment for the year was to choose a small business to consult and trademark free of charge. She chose us! Protect your business as soon as you can and legally set it up.
Never stop researching your customer and the market.
I did general research on the industry and opportunities within the market but my most valuable research came from studying other founders, their companies, and speaking with potential customers. We launched called Skin Struggles that is still on-going to this day.
The Skin Struggles survey has captured the profiles of over 3,000 Black women highlighting their specific skin wants, needs, and frustrations. The data captured in this research gave birth to our hero product Radiate Face Jelly, our mission which states we help make skincare easy for oily and combination skin types, and continues to be our guiding light.
Don’t rush.
We actually still produce everything in-house. We are currently in the process of finding a manufacturer in order to increase production capacity.
Be prepared to work a full-time job while you build your business.
I was working full-time when I started to build BASE BUTTER. I did not dive straight in until I was let go from my job at the time in NYC. I was only three years out of college at the time and that was my first job. This was a risk I took that I was not prepared to take, but I do not regret it. It allowed me to understand what the full-time entrepreneurship journey would look like, so when I went back to work a 9-5 I was more intentional about setting up a foundation that would support the growth of my business.
I left NYC and moved to Philly because the cost of living was lower and I had the support of my fiance there, I changed my lifestyle completely and focused on paying down personal debt and saving. Only then, after I felt like I had a solid foundation, did I decide to take the full-time leap again.
Don’t forget to pay yourself!
I put all my money into the business and did not set myself up for success early on. I had the mindset that I would sacrifice until we hit it big and only then would I pay myself. This was a big mistake. I unexpectedly was let go from my 9-5 job due to my role being eliminated. I had no money saved, but I was still eager to jump into entrepreneurship full-time.
For about two years I was mentally and financially drained to the point I no longer wanted to run the business. Thankfully I decided to take on a temporary 9-5 to set myself back up for success. For those six months, I paid off the majority of my debt, saved for a rainy day, and changed my relationship with money. My co-founder recommended the book Profit First to me and it's changed our business and my life. Our company is profitable and I am able to pay myself, something I thought was impossible to do until that day we hit it big.
Now, our company is profitable and I am able to pay myself and my co-founder. Since it’s just us two we take 50% from income to pay ourselves and still have enough to cover expenses, taxes, and keep a profit. As our team grows and business grows this will change.
Photo: Courtesy of Base Butter.
Caption: Nicolette Graves, Co-Founder and VP of Product, Base Butter.
Choose the best funding path for you but get financial advice.
In the beginning, I self-funded the business. I took a percentage from my check every payday and put it into the business account. In 2017, we raised $10,000 in a six-week crowdfunding campaign with an initiative to re-brand BASE BUTTER and develop our hero product Radiate Face Jelly.
Since then we’ve been able to bootstrap the company. I would recommend any path that is best for you, I would just suggest getting good with financial management and get ready to shake any old/bad money habits.
Keep it small.
Currently, it's just my cofounder, our intern, and myself. We are looking to grow our team by two by the end of the year.
Hire an accountant.
We took a four-hour accounting training with her so that we can manage day to day and consult with her on a quarterly basis. Working with her and reading Profit First has helped so much!
Take care of yourself and lean on other founders.
The biggest challenge was adjusting to the lifestyle of an entrepreneur. It was very uncomfortable to be a struggling founder while watching classmates get promoted and go on to business school. See, my original plan was to work two years corporate and then attend a top ten business school, but God had other plans. In my gut, I continuously followed the path of BASE BUTTER, but at times when it seemed like we weren't going anywhere, I questioned myself and my decisions.
I had to quickly form a support group of other founders and add rituals into my days such as intention setting and journaling. Entrepreneurship is not glamorous and you truly need to be strong-willed and within the right mindset to be successful. Small things like exercising, sleep, and eating healthy are vital to my performance as CEO and co-founder.
Consider hiring a life coach.
I do have a life coach and a network of mentors I have met throughout my journey. I truly believe in working smarter not harder. Having this support system in my corner helps me stay out of my head for too long and continuously stretch/challenge me to become a better leader each day.
Discover, support, and shop all of the brands at the Create & Cultivate Small Biz Pop-Up Hub.
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