We Talked to 5 Small Biz Owners About How They're Pivoting, Repositioning, and Resetting During COVID
“It’s all about your mindset.”
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.
MORE ON THE BLOG
What Does It Take to Grow Your Business Successfully? 4 Entrepreneurs Share What's Worked for Them
“You need to build on where you’re going, not just where you’re at.”
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.
MORE ON THE BLOG
Kate Hudson, Tika Sumpter, & More Embrace Authenticity in Business—Here's Why You Should Too
Read on for all the highlights from our Small Business Summit.
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.”
MORE ON THE BLOG
Buzzy Skincare Line Summer Fridays Has Thrived During COVID—This Marketing Pivot Was Key
Co-founder Lauren Gores Ireland gives us the inside scoop.
“We truly just started, and never really looked back.”
—Lauren Gores Ireland, Co-Founder of Summer Fridays
Just because a market is saturated doesn’t mean you shouldn’t try to disrupt it. Let’s take the beauty industry for example. It’s a $532 billion market, which might seem too daunting to even attempt breaking into, but here’s the kicker: women are leading the way!
When it comes to gender equality at the highest level, the beauty industry comes out on top. In fact, it officially outranks every other profession in terms of the highest percentage of women seen on the board and in executive positions.
Unfortunately, that number is still only 29%, so clearly, we still have a long way to go. But the good news is that women aren’t waiting for the doors to open; they’re carving out their own niche and taking a slice of that billion-dollar pie for themselves.
Lauren Gores Ireland is one of them. The co-founder of the buzzy skincare brand Summer Fridays broke the influencer mold and turned her online community into brand ambassadors. But it’s the brand’s unique marketing initiatives during COVID that has really set them apart from their competitors.
Knowing that people would be stuck at home for summer Fridays this year, Lauren and her co-founder Marianne Hewitt decided to put the summer back into summer Fridays with comfort house calls.
We’re talking a cake collaboration with Sweet Laurel Bakery inspired by their Jet Lag face mask; a Craig’s Vegan Jet Lag-inspired ice cream called Vanilla Cloud, which comes with a mini mask; and a co-branded limited edition collage kit and photo filter with Tezza Barton. So smart!
At our recent Small Business Summit, Dell Technologies brought the co-founder of Summer Fridays and the founder and CEO of Create & Cultivate, Jaclyn Johnson, together for a conversation on how the beloved skincare brand has pivoted its marketing strategy due to COVID, why networking has been key to their wild success, and what the power of social media marketing can really do.
In fact, thanks to DWEN (Dell Women’s Entrepreneur Network), Dell is enabling women entrepreneurs across the globe to succeed by helping them navigate business challenges. DWEN has a proven ability to facilitate meaningful connections and bridge access to fellow entrepreneurs and advisors, technology, new markets, and resources needed to scale.
If you missed the conversation at our Small Business Summit, you’re in luck. Below, we’ve compiled all the most memorable quotes from the session. So, get out your notebooks because class is now in session!
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 really 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.”
Learn more about Dell's Women's Entrepreneur Network (DWEN) at DWEN.com.
MORE ON THE BLOG
Hey Boss Ladies, Here’s What to Expect at Our Small Business Summit Presented by Mastercard
Kate Hudson, Tika Sumpter, and more.
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:
Download the Slack app to your phone, computer, or both
Complete your account profile with a profile photo, your name, and what you do
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
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
We’re all about GIFs at C&C! Here are instructions on how to integrate GIPHY into your Slack account.
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
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!
MORE ON THE BLOG
"I Never Use the Words Win or Failure Anymore"—and Other Boss Lady Quotes From Our First-Ever Small Business Summit
Get out your notepads.
Big city, bright lights! We made the trek from one coast to the other this fall for our first-ever Small Business Summit in partnership with Mastercard. NYC greeted us with incomparable energy and we were so excited to hit the ground running with endless opportunities for networking, knowledge dropping, and so much more.
At C&C, we make a point of supporting small businesses and their founders—as does Mastercard. So, it only made sense that we would join forces with the best-in-the-game to create a new summit for our community. We set the stage for attendees by offering some incredible awe-inspiring panels, workshops, and photo moments—but don’t jump the gun just yet if you’re feeling that wave of FOMO.
Not only did we talk hustle, but we got to see it IRL. We were excited to partner with Mastercard and spotlight a few boss-ladies who set up shop in the Mastercard Small Business Marketplace for attendees to shop, talk and network with—talk about shopping with purpose!
But we will say, if there was one thing to have total FOMO over, it was the Bumble Bizz Headshot Studio. We were honored to carve out a special place for attendees to have professional headshots were taken (not to mention it was a killer Instagrammable moment, too). Be sure to download the app for a chance to try the best networking tool at your fingertips.
Follow along for some snapshots and key learnings that will make you feel like you were there in the Big Apple with us. Don’t forget—if you’re an Insider—you too can access the live recordings of these business-savvy panels from the comfort of your own home (or smartphone).
Take a look below for the best of our Saturday in the city.
Keynote: Sophia Bush and Stacy London
Panelists:
Sophia Bush | Actress, Activist, and Host of Work in Progress podcast
Stacy London | Style Expert and New York Times Best-Selling Author
Stacey London
On pivotal points and realizations...
“All the things that I thought were failures were what propelled me to the next thing.”
“I never use the words win or failure anymore—they are just ‘value judgements’.”
“Expectation is the enemy of forward movement—it is the enemy of progress. “
“Age is no longer an indicator of giving good advice—experience is no longer how we measure advice.”
“Being clear on what your goals are, saying ‘no’ when something doesn’t serve you or your company is essential.”
On getting through hardship and disappointments in your career...
“I'm going to look at whatever that roadblock was, I'm going to figure out how to get around it or I’m going to build a different road.”
“For people in your generation, the more options you have— being a multi-hyphenate—it’s looked at as such a positive thing. In my generation, not only did you have to stay in your lane, you don’t check any boxes.”
”We’ve all been met with dead ends. You never think you are going to meet the problems you’re going to be met with. You have to believe that everything happens for a reason. You have to become a problem solver in your own life.”
On saying ‘no’...
“Once I named what it is that really motivates me, it made it easy to say ‘no’ when it didn't fall under that umbrella.”
Sophia:
On words of wisdom...
“If the world isn't ready for your good idea, that doesn’t mean it wasn’t a good idea.”
“Don’t compare your insides to someone else’s outsides.”
“Humans need eight hugs a day to survive in their bodies—twelve hugs a day for optimal performance.”
On connection:
“You must connect with your people in real-time, in real life. Whether it’s your company, your clan, it’s not enough to just connect through social.”
“It is not okay, ever, to feel less than.”
On self-worth:
“Don’t compare your insides to someone else’s outsides.”
On setting goals:
“We set goals, great but we achieve that goal and set new goals so, we’re always chasing something on the horizon—we need to be able to look at the life we’re living today and say that it's pretty cool.”
“The idea is to not be so hard on yourself but to stay motivated. You are always going to be moving. The idea is to think of there is no finish line until your ashes are in the ground.”
“The point of living is to keep going.”
“Instead of that high and that low, see it as one more step.”
On saying no:
“Once I named what it is that really motivates me, it made it easy to say no when it didn't fall under that umbrella.”
“Get clear what the pillar is that all your verticals fall in. Say no if it doesn’t fall under that pillar.”
“I really want for all of us to figure out what serves us and lets us serve the world.”
Venture Forth: Building, bootstrapping or bringing on capital for your business
Panelists:
Vanessa Dew | Co-Founder and Chief Sales Officer, Heath-Ade
Molly Hayward | Founder and Chief Brand Officer, Cora
Hilary McCain | Founder and CEO, Sweet Reason CBD
Arielle Loren | Funding Expert for Women and Founder, 100K Incubator
Jaclyn Johnson | Founder and CEO, Create & Cultivate
Moderator:
Sacha Strebe | Editorial Director, Create & Cultivate
Jaclyn Johnson
On the big picture...
“A lot of these big companies that you love don’t make any money, but they make a lot of the headlines.”
“Fall in love with the numbers.”
Vanessa Dew
“When we were raising our first round, let me paint the picture of eating ramen every day—we were beaten down, we were getting up early in the morning to go to the farmers market—so we eventually needed money to supplement the business.”
On the money conversation...
“As females, we often don't negotiate or bring up taboo topics. For example, founder pay, founder liquidity. These topics were never brought up because we were afraid.”
On how to raise money...
“We called in a whole village: a finance professor, brought lawyers on deck—we had a whole group to gain their insights. You get insights from people, but at the end of the day you need to follow your gut and do what is right for your business.”
On raising money or bootstrapping it:
“We are responsible for our teams lives. There is an emotional side to it.”
“As a founder and leader your job is a fiduciary responsibility to increase holder value—we are not robots. You are a human leading the company. At some point your agendas don’t match. It is always good to align with your executive team and your investors around what the plan is for the next three to five years.”
Molly Hayward
On the why behind Cora...
“You know for me it started from a place of pure inspiration. I was travelling in Kenya and found out that all the girls were missing school during the month of their period because they couldn’t afford period products. How fucked up is that?”
“When I looked into the industry I was shocked at how unconscious we were when it came to the impact of the products we were using.”
On creating and growing her business...
“For me, the disruptive piece came from not knowing any better. Not feeling like there was a rule I had to follow, not feeling like there was something I had to differently.”
“It was clear to me that I wanted to create a brand that represented the values of the modern woman. It’s sad that that is considered disruptive, but it is.”
“It is taking the attitude of: ‘I’m going to let who I am lead this process’ and following your gut.”
“Best Advice: Make more than you spend. At the end of the day if you can you do that in as lean of a way as possible, you put yourself in the strongest position.”
On raising money...
“In the first 18 months from idea to raising money, I have gone through every type of funding—self-funded at first and from there I did a crowdfunding campaign.”
“There’s no wrong way to do this.”
“Be conscious of your cash flow.”
“I was by no means an expert and I leaned on other investors and other entrepreneurs I know and asking what I need to do next.”
“Finance and investing is still a male-dominated industry—women are still breaking in.”
“You're not alone, let it be a learning experience. Don’t be afraid to ask questions. Don't feel like you're not worthy of that answer and that money in the end.”
Hilary McCain
On the importance of working with others...
“Sell the dream. Convince the people around you to build something with you.”
“One way we have found to get good people involved is giving equity to every person involved in the company, from the top down to the bottom.”
On raising money...
“The second you raise money, the clock starts ticking. There is enormous pressure, but I might not have completely appreciated how much you are held to those numbers.”
Arielle Loren
On raising funds...
“There are so many options and for us, it's about educating people about their options. Know where you fall in the process, then you can set yourself up for success.”
“How can you show proof of concept as early in your business as possible? What can you do in the meantime to position yourself and your company as something with potential?”
“Raising money doesn’t mean you have a profitable and viable business yet.”
Mastering the Three C's: Content, community, and commerce
Panelists:
Marie Forleo | Marie Forleo, author of the instant #1 NY Times Bestseller, Everything is Figureotuable
Courtney Quinn | Founder, Color Me Courtney
Leann Livingston | Brand Manager, Square
Ginger Siegel | North America Small Business Lead, Mastercard
Claire O’Connor | Editorial Director, Bumble
Mallory Blair | CEO, Small Girls PR
Moderator:
Reesa Lake | Partner, EVP of Brand Partnerships, Digital Brand Architects
Marie Forleo
On content...
“Content, when you create it right, gives you the opportunity to create trust and confidence long before you ask anyone for a sale.”
“Consumers understandably have a lot of skepticism—content is the most important signal for us to show what we stand for.”
On community...
“It's about paying attention to people and making them feel seen, heard, acknowledged.”
On social media followers…
“If you go holy shit, 300 people care about what I say and you treat those people like gold, you make them feel loved seen heard, that's what matters.”
“People’s bullshit-meters are so high, so you have to be rooted in your heart and a genuine caring.”
On commerce…
“No matter what business you're in, you have got to become masterful in marketing and sales—it is the lifeblood of your business— understand the people you’re serving.”
Courtney Quinn
On community...
“If you’re focusing on people who don't follow you, it's a waste of time. You have people who are already here, focus on them. My community is the reason I grow.”
“I create content for the people who are following me. I invest in them.”
On commerce...
“People want to promote what I stand for.”
“I think if people care about you as a creator, they will want to buy what you're selling.”
“I have to fall in love with the story before I fall in love with the product.”
“Have people fall in love with you and what you do, the money will follow and it is an easy way to bridge the gap between content and commerce.”
“When you create a clear brand, it helps you differentiate early on.”
On being authentic in what you show...
“You can't fake the things that are you.”
“I picked five things that were me to a tee. I put my top five everywhere and looked at those five things whenever I was producing any content and if it didn’t check the box, then it doesn’t get seen.”
Leann Livingston
On content…
“60% of consumers are looking for brands that have values and use that to make purchase decisions.”
On community...
“If we want to be about small business owners, we need to be about the community.”
“Find out how you can partner with the communities that are already built and thriving.”
On women-owned businesses that are crushing it...
“Your business can represent so much more than just what you sell.”
Ginger Siegel
On content...
“Planning everything out isn’t going to work in this real-time marketing environment. What you need is agility.”
On community…
“Particularly with female entrepreneurs, we are much more apt to be drawn into a community.”
Mallory Blair
On content...
“Rise above the clutter—How do you stand for more?”
On community...
“Make a list of brands you feel are in the same universe and reach out, offer to cross promote their brand.”
Re-Imagined Retail: From brick & mortar to DTC we explore how the future of the shop is being shaped
Panelists:
Lisa Price | Founder, Carol’s Daughter Inc.
Ali Kriegsman | Co-Founder and COO, Bulletin
Dianna Cohen | Founder, Levitate
Jessica Kahan Dvorett | SVP at CaaStle and General Manager, Haverdash and Gwynnie Bee
Lisa Mastela | CEO, Bumpin Blends
Moderator:
Christine Michel Carter | Writer and Global Marketing Strategist
Lisa Price
On holding your own self back...
“I had to stop blaming me, and get out of my own way.”
On conversation with the customer…
“The thing that is most important is your storytelling and your authenticity. When I started I didn't need to worry about what am I going to post about today, I could just create products. Today, you have to have a dialogue.”
Lisa Mastela
On guilt...
“Letting go of the guilt of failure has been the hardest for me. I would be overwhelmed by those feelings and want to quit. When you experience failure over and over and over again, which you do, be able to bounce back and learn from it.”
Maker Economy: A Conversation With Madewell’s Hometown Heroes and Nest on Building Your Handmade Biz From the Ground Up
Panelists:
Lacie RZ Porta, Founder, Framed Florals
Natalie Borton, Founder, Natalie Borton Jewelry
Virginia Sin, Founder, SIN
Amanda Lee, Director of Brand Strategy & Sourcing at Nest
Moderator:
Sacha Strebe | Editorial Director, Create & Cultivate
Lacie RZ Porta
On press impacting the business...
“If you know you're going to have more traffic to your site, plan for it, prep for it. Even if you don't, learn from it.“
On life learnings...
“I learn the most from the things I wasn't prepared for.”
“If it's not a ‘hell yes’ it's a no.”
Natalie Borton
On Hometown Goods with Madewell...
“There was legitimacy that came with Madewell being willing to sell my goods.”
Virginia Sin
On goals…
“For any goal, you have to have detailed steps on how you get there and look back at your values and make sure you're not compromising as you get there.”
On best advice...
“Authenticity. Being able to tell a story that's differentiating. There is only one you—if you can share your story and make it compelling, it will go a long way. Never give up.”
Amanda Lee
Best advice for women...
“Key in on your values and brand values. In a quickly changing world, things change but if you hone in on who you are and your values that will always stay true.”
Teamwork Makes the Dreamwork: How to scale your business and take it to the next level [POWERED BY MASTERCARD]
Panelists:
Morgan DeBaun | Founder and CEO, Blavity (WSBAC)
Sonja Rasula | CEO and Founder, Unique Markets (WSBAC)
Katie Rosen | Co-Founder, FabFitFun (WSBAC)
Jordan Jones | Founder and CEO, Packed Party
Cheryl Guerin | EVP North America Marketing & Communications, Mastercard
Moderator:
Jaclyn Johnson | Founder and CEO, Create & Cultivate
Cheryl Guerin
On best advice...
“I think you have to be scrappy with all of the tools at your disposal”
Sonja Rasula
On money...
“I took all of my savings, every penny that I had, and I started the business.”
“I’ve never lost a penny. I never took a loan. I’ve never needed investment in 11 years.”
On best advice...
“Female entrepreneurship is now being given the light that it deserves.”
“If you believe that you have a good idea and you believe in yourself, and you have the confidence, there is no reason why you shouldn’t invest in yourself.”
“If you believe in yourself, why the fuck wouldn’t you put everything you have into it?”
“If you believe in yourself, do it. Risk it. Time is not a luxury we have.”
On what the world wants…
“People are craving human, in-person connection again.”
Katie Rosen
On nothing is perfect…
“We have re-written our mission 6000 times.”
“Invest in what works and throw away what doesn’t.”
Jordan Jones
On strengths...
“I knew my strengths and I played to them”
Morgan DeBaun
On investing...
“The point of investment is to grow the business. You have to maintain what you’re doing and also get return 10x.”
On diversifying…
“Content is the cheapest way to build a business—we leveraged content.”
“The black community is so underserved, so we were creating content for them.”
We’re Raising a Glass to Celebrate the Future of Women Who Lead the Way
Yes, she can.
One of our core beliefs at Create & Cultivate is “collaboration over competition” and in challenging times like these, we need to join forces, support one another, and be champions for each other’s causes. At our first-ever Small Business Summit honoring the future of women who lead the way, we were proud to join forces with Jane Walker by Johnnie Walker—an icon that celebrates the many achievements of women, all who support them, and the shared journey towards progress in gender equality.
The launch of Jane Walker by Johnnie Walker supported Monumental Women—an organization dedicated to bringing more representations of women to public spaces—and She Should Run—a platform that encourages women of all political leanings, ethnicities, and backgrounds to explore political opportunities. At the event, guests enjoyed specialty Johnnie Walker cocktails and raised a glass in honor of these two groups.
Photo: Smithhouse Photo
After her keynote conversation with Stacy London, actress, author, and podcaster, Sophia Bush shared why she is proud to work with Jane Walker by Johnnie Walker to promote the spirit of progress and the women leading the way. “After our panel tonight, I gave a toast to attendees and the incredible work of She Should Run,” shared Bush on her Instagram stories. “Thank you to my partners at Johnnie Walker for raising funds for their work. I am so grateful to be your partner and thank you for our delicious conference cocktails.”
As these important cultural conversations continue, we are glad that brands like Johnnie Walker are taking a step in the right direction and acknowledging the many achievements of women and those on the shared journey toward gender equality and equal representation.
Join us in raising a glass at home with these three whisky cocktails we served at the Small Business Summit.
The Jane Walker Cocktail
Ingredients:
1.5 oz. Johnnie Walker Black Label
1 oz Grapefruit juice
2 oz Ginger Ale
1 dash Angostura Bitters
Garnish: Grapefruit Slice
Directions:
Pour Scotch, grapefruit juice, and ginger ale into ice-filled Collins glass. Add 1 dash of Angostura bitters. Gently stir and garnish with a grapefruit slice.
The Yes, She Can Cocktail
Ingredients:
1.5 oz. Johnnie Walker Black Label
1.5 oz Elderberry Soda
1.5 oz Ginger Beer
Garnish: Lemon wedge, squeezed and dropped
Directions:
Pour Scotch, elderberry soda, and ginger beer into an ice-filled glass. Squeeze in a lemon wedge and stir gently. Enjoy!
The Spring in Her Step Cocktail
Ingredients:
1.5 oz. Johnnie Walker Black Label
0.75 oz Blood orange juice
0.5 oz Lemon juice
0.75 oz Earl Gray and lavender honey syrup
Garnish: Blood orange half-moon slice, and a lavender sprig if available.
Directions:
Pour all ingredients into a shaker tin and shake vigorously with ice for eight seconds. Strain into an ice-filled rocks glass and garnish with a blood orange slice and fresh lavender sprig (if available). Enjoy!
Directions for Earl Grey, Lavender, honey syrup:
Steep equal parts water to wildflower honey with Earl Grey lavender tea bags (1 tea bag per 5 oz liquid). Let cool. Serve.
For more information about Jane Walker by Johnnie Walker initiatives visit, johnniewalker.com.
