Meet the Young Entrepreneur Breaking Barriers in the Highly Competitive Cannabis Industry

This article was originally published by Mogul Millennial on May 25, 2020, and has been shared with consent.

“

We're very proud to be minority-owned and are trying to help other minorities get into the industry as well.”

—Hope Wiseman, founder Mary & Main

In the competitive cannabis industry, Hope Wiseman is a boss amongst bosses.  By the age of 26, she made history as the youngest Black woman dispensary owner in the U.S.

Beyond entrepreneurship, she is looking to break down stigmas, raise awareness and educate about the positive impact cannabis can have on America’s economy and communities. She has often said that once the dismissive connotation of cannabis has been dissolved, communities will have the opportunity to heal and economically prosper.

The Spelman graduate and co-founder of Mary & Main spoke with Mogul Millennial to help us learn more about her journey from finance to entrepreneurship and making money moves in the cannabis industry.

MOGUL MILLENNIAL: In launching Mary & Main, you entered a billion-dollar market where there are bigger players and a lack of diversity. What have you learned from entering this competitive space?

HOPE WISEMAN: I have learned that it is really all about performance rather than your race, age, and gender. All those things definitely play a role and you know subconsciously people cannot help what they've been conditioned to support. If your company is operating under a system of excellence, then that allows you to still succeed in this industry. I feel like this industry craves sophisticated leaders, [because] people can form businesses that can sustain all different types of environments, especially right now with coronavirus.

Before you launched Mary & Main, you had a career in investment banking. What were some of the transferable skills that allowed you to make the transition to entrepreneurship?

I gained hard and soft skills from investment banking that helped me be successful in my quest to obtain a license as well as in my operational side. First, I believe from a soft skill perspective, it taught me how to be tenacious, as well as how to figure things out on my own. My problem-solving skills are great because when I was working in investment banking as an analyst, if you didn't know how to do something, you had to figure it out on your own or you'd have to seek your own help. [You have to be] able to troubleshoot, figure things out quickly, and keep a level head while working through issues.

I used to work in equity institutional sales, so I was interpreting stock research. We would have analysts internally that would completely turn the company inside out to study it and give a stock recommendation. As a result, I understand how companies and their finances work. For me, that makes it a lot easier going into my entrepreneurial journey. I know where I want to go and where I want to take the company. I understand the inner workings of how companies should be run to get to a certain point, and I think it has been a tremendous help.

For the more tangible, hard skills, I’m good at financial modeling. Also, the resources and connections in my network are probably a little bit more expanded than your average person because I was working at the top investment bank on Wall Street as a sophomore in college. I definitely feel like investment banking played a big part in giving me the confidence and the actual tools I needed to be successful in the cannabis industry.

When you launched Mary & Main, how did you determine your revenue share model with your product partners?

The three founders bootstrapped the entire process in the beginning, so there was no revenue share. We have since raised some money, but it's all equity. There's no revenue sharing going on as of right now. We have a few small owners, but about 90% of the company is owned by the three founders.

We know you like to partner with brands that are in line with your company's values and offer their products as well. What are some of the lessons you've learned during that journey of building out partnerships and maintaining those relationships?

Because of federal irregularities of cannabis, we are only allowed to purchase products that are grown and processed in the state of Maryland. As a result, we are limited to 10, maybe 20 companies, total. We don't have a big variety because there are not a lot of options. We pretty much work with everyone in the market. And with everyone in the Maryland market, it's so regulated. Everybody has high-quality products, some higher quality than others, but we have every type of patient that comes to our store so we need to have lower-cost products and super high-quality products that have a higher price point.

[Moving forward], we will definitely work with companies that have a strong focus on minority participation within their organization and high-quality standards. However, in states like Maryland and New Jersey, states that are highly regulated, every single producer will be high quality. It'll be more about the relationships you have with people and the types of deals you're able to negotiate with.

“

I want to focus on promoting female entrepreneurship, period.”

—Hope Wiseman, founder Mary & Main

How have you been able to build and sustain a brand and customer loyalty in such a crowded competitive space?

For us, we have built a community of people that support us mainly because we give great service and it's really like a family. But too, they are supporting a minority-owned company. We receive a lot of support simply because of that. We're very proud to be minority-owned and are trying to help other minorities get into the industry as well. We want [our patients] to feel comfortable with shopping in a dispensary. People always enjoy working, shopping, and doing things with people they feel they can relate to. We are offering that space within the cannabis industry and I believe that's where a lot of our loyalty comes from—knowing and having a feeling of a safe environment to do something that is still very sensitive to a lot of people. They want to feel comfortable and have a lot of questions. It's easier to talk to someone who you feel can relate to you.

Transitioning from investment banking into entrepreneurship, what would be one lesson that you learned that you wish you would have known going into that transition?

That's something I regret from early on. I wish I had been doing that. But I'd say those are the two main things: maintaining connections and looking at ancillary services from the beginning.

Do you feel that your experience at Spelman, and also just the experience of being enrolled at an HBCU, contributed anything to your success?

I was very strategic when I realized companies’ recruiting teams were looking for black women. The first place they’re going to go to is Spelman College. They’re not going to go to the University of Maryland or Harvard and look for me there. As prestigious as both those schools are, I felt I had the best chance at being where they would look for me rather than the [other way around]. Investment bank recruiters like Goldman Sachs and JP Morgan don’t even recruit at schools like the University of Maryland. So for me, it felt like a no-brainer if I wanted to land the best possible job after school. I also really enjoyed becoming a woman and adult around other Black women who were going through the same thing as me. It’s empowering and gives you the confidence to be able to walk out into the world and be proud of who you are, at the core.

I’m proud to be part of that sisterhood. Everywhere I go, every time I meet another Spelman sister, we connect and support each other. That’s something I also couldn’t get from a school that wasn’t an HBCU.

Has mentorship been helpful to your career? Also from having mentors or becoming a mentor, is that a role that you would hope to take on at some point?

I feel like [mentorship] is something that will continue throughout my life as I move to different levels. I’ll continue to find allies and mentors that can help me navigate that stage, and I plan to do that for other people. Although I’m still early in my journey and still establishing myself, I do it as much as I can for others in the cannabis industry. I plan to be able to do a lot more for others in the cannabis industry and entrepreneurship.

I was telling someone how I want to focus more on women entrepreneurs. That’s really what’s at my core. I love the cannabis industry and think it’s awesome, but I want to focus on promoting female entrepreneurship, period. I feel like that’s something I’ll do as a mentor.

What makes you a Mogul Millennial?

I feel that the more you give, the more you receive. The more you give, the better the world is. That’s what promotes expansion in a person. I make myself a better person, then I help others do the same.

Photo credit: All About-It, LLC courtesy of Hope Wiseman 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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10 Things You Should Never Do in an Interview (and How to Avoid Them)

Photo: Create & Cultivate

Did you know that it takes the human brain less than one second to pass judgment on someone’s character? This means that within a tenth of a second of you walking into your interview, the hiring manager has already conducted an evaluation of your initial character based on your presence and appearance alone.

Your interviewer has been trained to identify key signals to help them determine if you have the skill set and appropriate temperament to fit in with the organization and execute your job. The company will most likely have several other applicants interviewing for the role, and limited time to fill the position, so it’s essential for them to take all things into consideration during the interview process.

That’s why, if it comes down to you and another candidate, one thing as minuscule as a buzzing phone can hurt your chances of securing the role. While you are prepping with mock interviews and researching the company, Career Group Companies’ president and founder, Susan Levine recommends these top 10 things you should avoid during the interview.

1. Never Fail to Prepare

Reading the “about us” section on the company website while you’re on the way to the interview will not give you the full scope of what the company does. Now, almost every company has multiple social media pages, an official website, and a LinkedIn profile. Check them out.

How to avoid it: Insta-stalking isn’t just for snooping on exes. Do your research on the company, its founders, and your department.

2. Never Be Late

Showing up late to your interview sets a bad precedent before your potential new job even starts. If you can’t make it on time to your first meeting with your prospective employer, how can they be confident that you’ll show up on time once you get the job? More importantly, being late shows a lack of respect and consideration for other’s time regardless of the reason.

How to avoid it: Take a trip to the interview location if you can to calculate traffic and timing. If you can’t make the trip, type the address into Waze or Google Maps at the approximate time you’ll be traveling over the course of a few days to get a sense of traffic and how long it will take you to arrive. Always give yourself a 15-minute cushion in case of any unusual traffic.

3. Never Forget Your Resume (Bring Extra Copies!)

Your interviewer may already have a printed version of your resume on hand when you arrive, but you still need to be prepared in the event they ask you for a copy. Often, employers will ask you for a copy as a test.

If they don’t have a resume printed before your arrival, rather than have them comb through a sea of digital applications or stacks of resumes on their desk, you can easily hand over a copy to them. You’ll also be prepared if you have to meet with any other department team members.

How to avoid it: Place your resumes neatly in a folder and pack it the night before your interview.

4. Never Interrupt Your Interviewer

Interviews can be nerve-wracking causing some people to appear and become overly enthusiastic. Regardless of how excited you are to list off your accomplishments and ideas for the company—which you should do at some point—it’s important to listen intently and pay close attention to what your interviewer is saying.

How to avoid it: The best kinds of interviews flow naturally. In order for this to occur, it’s critical for you to listen carefully. Take a moment to process his or her words before answering so you can craft a meaningful response. When it’s your turn, feel free to share any ideas, or revisit any of the points the interviewer brought up that will help position you as the perfect candidate.

5. Never Dress Casually

Never judge a book by its cover? Your book cover is most likely always being judged as you walk into an interview. That’s why dressing professional no matter the organization’s dress code ensures a better “safe than sorry” approach. Yes, even dressing casually for an interview at a company with an informal dress code can still be frowned upon. Your interviewer may be wearing sneakers and leggings, but he or she already has the job—you do not!

How to avoid it: For companies with a strict dress code, you can’t go wrong with slacks/skirt, a button-down, and a blazer. If the companies a bit more on the casual side, opt for business casual. Utilize Who What Wear and Refinery29 for appropriate outfit ideas ahead of the big day.

6. Never Wear Sunglasses on Top of Your Head

Now that summer is in full effect, you might be sporting shades every day. Out of natural habit, most people subconsciously push their glasses on top of their heads when they come out of the sun. Don’t make this mistake. Similar to dressing casually it will give off the impression that you’re not well-polished or taking this interview seriously.

How to avoid it: Keep your sunglasses at home or leave them in your car.

7. Never Forget to Turn Off Your Phone and Smart Watch (Because It’s 2020)

Putting your phone or smart watch on vibrate will not suffice because a buzzing device can be distracting. You’ll have to excuse yourself while you dig in your bag to silence your phone, or constantly look down at your watch as the notifications roll in. Any type of unnecessary interruption is distracting and can make you come across as unprofessional and unprepared. When choosing between two nearly perfect candidates, this type of incident could be the reason you don’t make the cut.

How to avoid: Turn your phone or watch completely off before you enter the office and leave it in your bag.

8. Never Lose Eye Contact

Maintaining consistent eye contact during an interview makes you appear confident, in-tuned and trustworthy. It is widely believed that avoiding eye contact during a conversation can be an indication that you are disconnected or uninterested in the conversation, or could potentially be lying. You may have the usual interview jitters, but your actions could be perceived otherwise if you’re staring up at the ceiling, out the window, or down at the floor.

How to avoid it: Practice mock interviews with friends or family members. Ask them to take notice of how often your eyes drift during the conversation. Record yourself with a camera so you can find and correct any bad interviewing habits.

9. Never Walk in With a Beverage

Unless your interview is in a coffee shop, don’t walk into it with a beverage. It shows a lack of business etiquette, it can be a distraction, and it may give off the wrong impression.

How to avoid it: Hydrate beforehand.

10. Never Project Negativity

Whether you’re having a bad day due to something out of your control or you’re suffering from imposter syndrome, leave it at the door. Everyone has occasional bouts of negative self-talk but don’t sabotage your own success. A negative attitude can be easily detected and everyone from the receptionist to the CEO will be evaluating your performance during the pre-hiring phase.

How to avoid: You landed the interview, right? So, you’ve clearly already impressed them. Use that confidence and take a few minutes to meditate and clear your head before you go in, if needed. Replace the negative thoughts with positive affirmations. You got this—be your true, confident self.

Now that you are well-prepared on what to avoid, remember that you received an interview request for a reason. Your prospective employer is confident that you’re just as impressive in person as you are on paper, but you’ll need to prove them right. It’s easy for an eager candidate to overlook the aforementioned gaffes but no amount of experience or education can make up for these critical mistakes. Be sure to double-check our list before your interview and remain positive. Good luck!

About the Author: Susan Levine is the president and founder of Career Group Companies—a leading recruiting firm based in Los Angeles, with offices in New York, San Francisco, Orange County, and Greenwich. Their divisions, comprised of Career Group, Syndicatebleu, Fourth Floor, Avenue Pacific, and events span a variety of industries. They specialize in executive and administrative support, marketing and design, fashion, events, and C-Level placements. As a widely recognized industry name, they pride themselves on placing top-tier direct hire and freelance talent in their dream jobs. They use their expertise to impact the lives of their candidates and improve the company culture of their clients, one exceptional match at a time. 

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This story was originally published on July 5, 2019, and has since been updated.

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How This Co-Founder Broke Through the $532 Billion Beauty Industry With "No Money Saved"

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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Why It's OK If Your Passion Is Your Part-Time Job RN

Photo: Retha Ferguson for Pexels

While we wish it were otherwise, most of us don’t have the luxury of pursuing our creative passion as a full-time job. Whether we love painting or pouring candles, writing or dancing, event planning, or photography, the truth is that we don’t often make a living from those passions. Instead, we find pockets of time to shadow those desires on the weekends, the evenings, and often when we could be sleeping. We read articles and books about our hobbies and spend our money on the passion we love so dearly. But we aren’t waking up every morning to head to a studio or the craft room or the keyboard. Instead, we get up and work at jobs that don’t set our hearts aflame.

There were a lot of years where I bemoaned my lack of time to pursue my passion. I’m a writer at heart, a woman who comes alive with the tap of keys on the keyboard, a woman who could spend hours each day whittling down a paragraph until it sings with the vibrancy of power and precision. But for most of my adult life, I’ve been a writer in the margins, pulling out my laptop in the evenings or on the weekends, taking twenty minutes over lunch or an hour after work to finish an article or pen a chapter.

And for a while, I thought I was missing out. I spent my best hours, I believed, working as an administrative assistant, and later as a teacher—for ten years. I gave those “normal” work hours to jobs that I deeply valued but that didn’t necessarily hit the sweet spot of all of my dreams and passions. I supposed that because I wasn’t a full-time writer—a full-time creative—I wasn’t doing the beautiful, meaningful work that I could be doing if only I had the time.

I was wrong.

I can say that because, in many ways, I’m on the other side of the proverbial fence now; I work as a writer and writing coach. I’m a full-time creative—well, as full-time as I can be while also being a wife and mother, and being primarily at home with my toddler. But I’m making a living as a writer, and when I’m working at my job, it’s (mostly) in my creative sweet spot.

And I have learned that I’m not more creative because I have more time. I’m not even convinced that I’m producing “better” work because I have more hours to work in.

In fact, what I’m realizing now is that the necessary boundaries that most of us live in—our jobs, our responsibilities, the hours we give to mothering and laundry-folding and meal-making and grocery shopping—those boundaries are actually gifts to us if we will receive them that way. Having to squeeze our passions into the margins of our lives is a good, good thing.

Because when we don’t have endless amounts of time to do what we deeply love, the hours that we do have become more precious. We see that time to chase our creativity as the gift that it is—as an opportunity and not as a right. And so those hours in the margins are often charged with the electricity of a soul on fire, a soul finally getting to release her passion onto the canvas, or on the page, or into the dance. Deep creativity is born in that place.

When the margin for our deepest passions is small, then the pull and stretch of time and longing can actually birth something new in us—an urgency and ingenuity that might not be found otherwise. It is the tension of wanting to do more of what we love and simultaneously not being able to always do it that often stokes the fires of passion for our craft.

So let us re-frame how we see our responsibilities and our jobs throughout the day. The time away from the explicitly creative side of our brain—at our jobs or in the daily tasks at home—these “normal” routines give our imagination time to rest and bubble in other ways. Let us see that our responsibilities aren’t necessarily keeping us from our creative work. Instead, they might actually be helping us by stretching our skills of analysis and interpretation and repetition, things that will also help us as we pursue our “passion in the margins.”

Ultimately, the amount of time that we have to do our creative work isn’t the most important part of any formula for being productive and inventive. It’s the heart behind it that matters.

Because if we can faithfully live well in our other jobs and roles, then when we come back to our creative endeavors we can attend to those desires with the intensity of a mind working to pour all of its energies into a small space. Because, for the creative spirit, ideas and insights are always churning beneath the surface, and they will spark beautifully in whatever time we can offer them.

What are you working on “in the margins” right now?

An original version of this article appeared on Darling and has been reposted with permission. Written by Ann Swindell.

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This story was originally published on April 25, 2016, and has since been updated.

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Hey, Glow Getters! Here's What to Expect at Our Digital Beauty, Self-Care, and Wellness Summit

Photo: Smith House Photography

Taking care of your mind, body, and spirit has become a trillion-dollar industry, and we’re coming straight to your home to tackle it all. From energy healing and acupressure sessions to informative workshops and inclusive conversations with leading industry disruptors, our Digital Beauty Summit presented by Mastercard has it all—and we’re not holding back. Prepare yourself for a jam-packed day full of panels, keynotes, live podcasts, wellness experiences, and everything else you’ve come to know and love about our Create & Cultivate digital events.

As always, our lineup for Saturday, July 25 is stacked. Pound Fitness is kicking off the day with a heart-rate-raising cardio class, then Miranda Kerr (yes, THE Miranda Kerr!) is taking the virtual stage to talk about switching lanes from supermodel to clean beauty entrepreneur, Nabela Noor is taking the mic to share how she’s redefining beauty and launching a self-love movement, and Tia Mowry is sitting down with Jaclyn Johnson to discuss managing a multi-hyphenate career for a live episode of WorkParty. Trust us, you won’t want to miss out!

Read on to discover everything else we have in store for this jam-packed day, and if you haven’t already, be sure to buy your digital pass ASAP!

THE DATE

Saturday, July 25th, 2020

TUNE IN FROM HOME

First things first! On Saturday, July 25th, you’ll receive an email with your link and password to access the exclusive Digital Beauty Summit site. Please note: All content will go live on Pacific Daylight Time (PDT), including the launch of the exclusive Digital Beauty Summit site. To find out what time a session is happening in your time zone, use this handy time zone converter.

Digital Beauty Summit is made up of pre-recorded video sessions hosted via Vimeo and live video sessions streaming via Zoom. We recommend that you have a strong WiFi connection and find a comfortable place to tune in from home. Digital Beauty 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, July 31st at 5pm PDT (Insiders, you have all-access even after the cutoff via your C&C Insiders dashboard!). Tickets will be available to purchase until July 29th at 5pm PDT. 

THE SCHEDULE

Digital Beauty Summit 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), as C&C headquarters is located in sunny Los Angeles. To find out what time a session is happening in your time zone, use this time zone converter. 

NETWORK

Networking is a huge part of our event and our Create & Cultivate Beauty & Self-Care 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 Beauty Summit Attendees Slack Workspace in our What to Expect newsletter on Monday, July 20th. This Slack channel will remain accessible until Friday, July 31st at 12pm PDT. Not familiar with Slack? Here are a few tips to get you started:

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

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

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

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

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

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

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

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

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. 

• Set aside your athletic gear and your mat (or towel) and fill up your water bottle for our morning moves session with Pound Fitness.

• 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, July 25th via the exclusive Digital Beauty Summit site. 

• Dance along with the NetWerk Dance Movement instructors during a special NetWerk Dance Movement Session. Don’t forget to network with your fellow Create & Cultivators via our exclusive Digital Beauty Summit Attendees Slack Workspace.

• Don’t miss the opportunity to get real-time advice from small business owners, venture capitalists, and other experts during Mentor Power Hour presented by Mastercard.

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

    • We have experts in everything from raising money to creating engaging content to growing a dedicated following on social media. 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 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. 

To access our custom Digital Beauty Summit IGS filters, head to @createcultivate on Instagram and click on the smiley face icon beneath our bio, or open your camera in Instagram and click on “browse effects” and search with keyword “createcultivate.” You can also search “ccselfcarebeautysummit” on Instagram to use our custom GIFs. 

Don’t forget to tag @createcultivate and use the hashtag #CCSelfCareBeautySummit for the chance to be featured in our Instagram Stories throughout the day!

C&C INSIDERS’ PERKS

Our Insiders get a ton of perks at all our events—and our Digital Beauty Summit is no exception. As an Insider, you get discounted ticket rate of $29.99 and you’ll have access to all of the panels and keynotes after the Friday, July 31st 5pm PDT cutoff via your C&C Insiders dashboard. 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 OLLY, Codex, GOODFISH, NetWerk Movement, House of Lashes, The Perfume Bar, Vie Healing, the Honey Pot Co., and more. The survey will be sent out to all attendees on Friday, July 31st.

GIFT BOXES

Plus, the first 250 ticket purchasers will receive a gift box the week of event date featuring the following products:

• Pound Fitness RIPSTIX

• Juvéderm Lipstick Kit

• SheaMoisture 100% Virgin Coconut Oil Body Lotion & Body Wash

• Purely Elizabeth Strawberry Cauli Hot Cereal Cups

• Enavant Active Sports Bra

• House of Lashes Lash + Glue Set

• ECO Therapy CBD Mint Box

• J.R. Watkins Cleansing Hand Elixir

• Each & Every Lavender & Lemon Deodorant

• Juna Hemp Drops

• Mane Club Dry Shampoo

• Lora DiCarlo promo card

• Califia Farms Nitro Latte Oatmilk

Note: If you are one of the first 250 ticket purchasers, the C&C team will reach out to you prior to the event.

TECHNICAL DIFFICULTIES?

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

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

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So, You’ve Started Your Business—Now What?

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Navigating your way through the many challenges, ups, and downs of a small business is a daunting experience but one that many of us are willing to take to pursue our passion and realize a dream. But when you do hit the green light, many of us are left wondering, what now? What next?

Thankfully, Amber Tolliver founder of Liberté revealed some of the basics in her recent IG Live for the Create & Cultivate Ask an Expert series. Ahead, we share some of her tips from the workshop to help you in your process as a small business owner.

Business Basics

Take a Moment
This is the start of a marathon and the hard work is just about to start. However, it’s important to celebrate every win and acknowledge your steps forward.

Make Sure You’re On a Strong Foundation

First things first—a lot of the time we focus all our energy on the product or service side of the business but the business side of business is your foundation and needs to be strong if you are going to succeed. 

• How has COVID shifted your market landscape? 

• Are there changes that need to be made to better serve your business goals?

• Is your business established in a way to support those goals?
  

Get Organized and Protect Your Business

Be proactive about what you’ll need in the future. Do you have the necessary legal docs for business operations?

Fun Fact:

A lot of founders don’t know this but law firms will advance you billable hours to help you properly establish your business and provide you with standard legal docs you’ll need to properly run your business.

Make sure you are protecting your assets. 

• Is your intellectual property protected? 

• If you’re using consultants or speaking with anyone regarding confidential information, make sure you have them sign a consulting agreement or an NDA.

Learn to Delegate

As brand founders, our business is our baby which makes it hard to hand over tasks and entrust others with work. With that being said though it’s imperative for you to do so.  

• I can do my books but that doesn’t mean I should. 

• Hire experts in those areas that are the most important

Navigating the Day-to-Day

Do Not Beat Yourself Up

Mistakes are bound to happen in start-ups, it’s a part of the growing process. Do not beat yourself up over it or dwell on the mistake. Acknowledge it, learn from it, and move on.

Personally speaking, I have experienced this first hand. When I first started on my entrepreneurial journey I wanted to be perfect and precise but when I wasn’t, I would shift my focus to the mistake I made instead of what the lesson was. 

• Focus on the lesson and be grateful you can keep learning

Master the Pivot

Now more than ever it’s important to be flexible and agile. We have now an idea of what to expect as we move into the second half of 2020 or what the markets will do in response. 

Stay focused on what your goal is while remaining flexible on how you’ll achieve it. 

If you allow yourself to remain open to alternative routes you may find yourself in a space you never could have imagined.

Avoid Operating in a Vacuum

It’s quite easy to develop blinders as a founder, especially in early-stage businesses. 

• Make sure to build a team that will support you in the areas you need help

• Develop an advisory board whether it’s an official one or not it’s important to get advice from people who know more than you.

• Have a mentor or career coach you can go to for support. Business advice is one thing but support for you and the business leader to working to become is another.

Park Your Ego

Being a founder doesn’t mean you’re an expert in all areas of business. If you think you know everything then you end up closing yourself off to new ways of thinking or doing things

• As you grow your team, remember to inspire them through your leadership and collaborative mindset. 

Never Stop Being a Student

You know what you know, you know what you don’t know but you don’t know what you don’t know. Be open to learning!

• New perspectives will give you more viewpoints on your business which means fewer blind spots. The goal is to get a 360-degree perspective so you can see all sides and achieve success.

About the Author

A former fashion student, lingerie model, and frustrated 32E bra shopper, Amber Tolliver is the founder of Liberté, a luxury lingerie brand made for the modern woman. With an extensive 17-year career as a standard and plus-size model, Amber has worked for numerous lingerie brands and was also the face of Aerie’s “Real” campaign in 2013.

While garnering accolades for being a relatable inspiration to young women, her work as a model ultimately fueled her desire to create a brand that meets the needs of women who were ignored by the traditional American lingerie market. Most important to Amber is shifting the perspective of what is possible in bra manufacturing by providing size-inclusive collections, in comfortable and beautiful styles women deserve.

Raised just outside of Chicago and a former student of Columbia College Chicago and FIT, Amber makes New York City her home. In addition to running Liberté, she is actively involved with Girls Inc. of New York and is a dedicated plant mom.

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The Power of Personalizing Your Brand in 4 Steps

Photo: Anna Shvets from Pexels

Take some time right now to step back and reflect on all the brands that you love. What is it that makes you love them? Is it the product quality? Customer service? The branding? The company’s mission statement? 

While product quality and customer service are crucial in getting repeat customers, the personality of a brand is what really sets it apart from its competitors in the digital age. A next-level brand has its own personality and is much more than just a company you buy a product or service from. You also want to follow them on social media, subscribe to their newsletter, and engage with them beyond the point of purchase.

By focusing on personalizing your brand, not only will you be able to produce more sales, but you’ll also develop strong brand loyalty that will generate more longterm leads. The four tips below will start you off on the right foot by adding more character to your brand and making your customers and audience feel more connected with your brand.

1. Nail down your brand voice.

Who is your brand? If you had to put a face to your brand, who would that person be? How would they talk? Are they chill and relaxed? Fun and upbeat? Mellow and more serious? 

Nail down the tone, and make sure that this voice stays consistent on all your marketing, both online and offline. The goal is to make your brand more personable rather than a company. This is what adds true character to your brand and can give your brand a leg up on the competition who still is trying to nail down how they should sound like to be more relevant to their audience. 

You know who you are, so make sure you not only know what your brand is but who it is as well.

2. Invest in some humor/cheekiness.

Unless you’re in the business of funeral homes and mortuaries, there is always a way to add humor to your marketing strategy. Not only does it attract more customers, but it also helps build great communication that not only will help your followers and customers be more engaged with you and it can help with having your community refer you to their networks as well. 

We will say this: ditch the knock-knock jokes. Investing in humor is much more effective when it’s smart, witty, and timely. And in today’s digital age, it’s time to push aside the “professional” image that many brands are trying to stick to. As stated in an article by INC., focusing on “establishing a professional image means making it look like what’s expected, which often results in boring and forgettable websites, PowerPoint, and videos.”

The key is to always do the unexpected. Don't be so predictable.

3. Mirror your customers and be relatable.

Just as your voice relates to the voice of your consumers, so should the content that you’re creating for your brand. Mirroring your customers and creating content that they can relate to increases your content’s shareability and strengthens brand loyalty as well. Take some time to really analyze your audience: their likes, dislikes, habits, goals, struggles, etc.. Integrate those into your own brand’s content and show your audience how you come from a place of understanding and relate to them.

However, be very careful to not take away from their experiences without TRULY understanding who they are. It’s easy to sense when your grandparents are trying too hard to be cool, and even easier to sense when a brand is trying too hard to be relatable. (Point and case: please refrain from using bae, YASSS, on fleek, or any Drake lyric that can consequently cause some serious eye rolls and unfollows.)

4. Be transparent. 

If there is one thing that reeks more than grandparents trying to be cool, it’s a phony. And if there’s one thing that you need to invest in the most more than reliability, it’s trustworthiness.

In today’s digital age people can find out EVERYTHING about your brand with one Google search, so be aware of how this can affect your brand positively or negatively. Whatever it is, be real and upfront with your audience. Don’t cut through any business shortcuts, don’t be shady, and watch how you can have a leg up on the competition that chooses to keep things behind closed doors. That simple. 

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This story was originally published on March 24, 2016, and has since been updated.

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5 Tips to a Successful Negotiation

Photo: Jess Bailey Designs for Pexels

Negotiation is an unavoidable occurrence in life.  But, as the late John F. Kennedy said, “Let us never fear to negotiate.”  And he’s right—there’s nothing to fear about negotiation, especially with these tips.

Be Prepared

Go into your negotiation with as much background knowledge as possible. This means you have to do your research! If you have a meeting with your boss about a raise, investigate what others in your position are earning in your company and in the market. If you’re negotiating a sale price, know the market for that particular product and know how much others are selling it for.  

Likewise, know what you’re bringing to the table. Anticipate some of the more challenging issues that may arise and know how you’re going to handle them. Practice tip: Put yourself in the other side’s shoes. What would they want to know? What concerns might they have?

Have a Flexible Bottom Line

People sometimes use a “bottom line” to gauge when they are willing to walk away from a negotiation. The better practice is to use a flexible bottom line. Things can change during the negotiation—new facts pop up, new options are on the table, or you realize that the bottom line you established before is simply unrealistic. Being flexible enables you to consider all of the possibilities before deciding it’s time to walk away.

You should also know what you’re looking to get out of the negotiation (and why you deserve it —see #1).  But again, be open-minded and don’t commit yourself to anything before you have all of the facts.

Choose an Interest-Based Approach:
Ask Questions & Listen to the Answers 

There are two “types” of negotiation: distributive aka positional, and integrative aka interest-based.  Positional is a win-lose mentality—there is one pizza and we are splitting it.  Interest-based is a win-win mentality—there is one pizza and we are enlarging it.  

People tend to engage in positional negotiation, especially if they are on opposite sides of an issue. However, using an interest-based approach increases the chance of success for both sides. (And who doesn’t want a bigger pizza?!)

The key to interest-based negotiation is identifying the other side’s interests. The easiest way to do this is to simply ask, “Why?” 

For example, two little girls are having a fight over an orange. Both girls take the position that they want the whole orange. If their mom cuts the orange in half and gives ½ to each little girl, she would be using a distributive approach. But the mom decides to ask each little girl why she wants the whole orange. Girl A tells the mom that she just loves oranges and she wants to eat it. Girl B says she wants the orange peel to use in baking some cookies. The mom gives the whole orange to Girl A, Girl B gets the whole orange peel, and both girls are happy.

By simply asking the girls “why” they wanted the orange, the mom was able to ascertain each girl’s respective interests and realize that their interests did not conflict. 

Engage in dialogue with the other side. Actively listen to what they are saying; repeat and ask questions if necessary to truly understand their interests and their concerns. Likewise, be transparent about your interests and concerns—but see the caveat in the next paragraph. 

If the other side in your negotiation is being competitive and positional, don’t give in. If they’re attacking your ideas or slinging insults left and right, resist the urge to counter-attack. Recast the attacks on you or your ideas as attacks on the issue. Try using questions and strategic silence to figure out the other side’s underlying interests. You can also bring in a third party to talk to each side separately and try to understand each side’s respective interests. If the other side is simply not willing to cooperate, not sharing any information, engaging in trickery, or otherwise being untrustworthy, be very careful about what information you choose to divulge and don’t lay your best cards on the table upfront.

“Things can change mid-negotiation. Having a flexible bottom line is more important than a bottom line.”

Brainstorm Ideas Without Judgement

After you’ve figured out the other side’s interests, brainstorm ideas and encourage the other side to do the same. Don’t immediately throw any of the ideas out. Instead, after both sides have come up with every possible solution, go through each one, and talk about why an idea is satisfactory or not satisfactory. Use your flexible bottom line and your intentions to evaluate the ideas, but remember to be open-minded.

Don’t Lose Your Cool

Sometimes parties reach an impasse—and that’s ok.  But don’t flip out on the other side and jeopardize all of the time and work you’ve put into this, and even worse, jeopardize your relationship with the other side. Separate the people from the problem. Take a break and resume, if possible, when both parties have had time to cool off. Always be gracious and take the high road. Professionalism ensures a win-win in the long run. 

Alex LoCasto is the founder of The Fashion Brief, a fashion blog for professional women that refuse to dress within the expected confines of “corporate attire.”  Check out her blog here.   Alex is also an attorney in the Dallas office of the firm Locke Lord LLP.  She focuses her practice on business litigation and dispute resolution.  Get more info on Alex and her firm here.

DISCLAIMER: This article has been prepared for informational purposes only and is not intended to provide, and should not be relied on for legal advice. 

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This story was originally published on April 20, 2019, and has since been updated.

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4 Pro Tips for Navigating the Job Hunt During COVID-19

Photo: Vlada Karpovich for Pexels

With one-in-four young adults facing unemployment, there’s no better time to stay focused on your career goals. Though this might not be the easiest time to find a job, it doesn’t mean that opportunities aren’t out there—you just have to know how to find them and how to stand out in a sea of résumés. Here are a couple of ways to stay focused and remain successful in your job search during COVID-19.

Reach Out to Your Network

LinkedIn was made for times like these. Use it to your advantage and start networking! Take the time to reach out to friends past and present to see if they know of any job opportunities that might be of interest to you. Try to keep the conversation light and informative; explain what you’re looking for and how appreciative you are of their time and insights. 

Are you a college graduate? Don’t forget to connect with previous professors, old classmates, and alumni who are in your field, they might know of a company or a person who you can connect with. Utilize LinkedIn messaging and InMail to reach out and start a conversation. Twitter is another great place to get ahold of people in a more direct/personal way.

Stay Active

It’s easy to let unemployment bring you down and break your spirit, but don’t forget your passion and future goals. Stay active in your job search and keep a daily schedule in order to stay fervent in your mission. Structure your days and block off time to job hunt. Not only will this keep you highly productive but will keep you from feeling overwhelmed or stressed. Here are a couple of ways to stay active during your job search:

• Post a couple of times a week on LinkedIn related to your career path. This could be industry news, or even just motivational/inspirational content for others to see that you are active and using the platform for job purposes.

• Build out your profile on other job sites so employers can easily find you. 

• Send follow-up emails for job applications and interviews and always keep checking your email for any updates. 

Set Up Alerts

Job search sites like Glassdoor, LinkedIn, and Indeed allow you to set up job alerts. These can be customized for whatever type of job you’re looking for, including distance, industry, type of company, salary, etc. You can also choose whether you want the alerts to arrive in your inbox weekly or daily. These reminders can be a quick way for you to stay on top of job openings and make it easier than ever to apply and get on with the rest of your day. 

Update Your Résumé

There’s nothing more important than an updated résumé, cover letter, and portfolio. Your résumé should reflect your career, for example, if you’re a graphic designer, show off some of your skills with a colorful and stylish résumé. Make sure your job descriptions are detailed and concise for the average employer to read through and understand.

While applying for jobs, don’t forget to tailor your cover letter to the position you’re applying for, and be sure to include keywords that will grab the employer’s attention and prove you have all of the right experience.

Depending on your career and job history, a portfolio is another great asset to carry with you to job interviews. For writers and people in the creative field, it’s an easy way to show off your skills and clips in a more formal way than just an attached PDF. 

Create the future you deserve by building your new job-hunt routine and staying on top of your goals and skills. Use these tips to your advantage and land that dream job!

About the Author: Abbey currently works at a full-service ad agency as a digital marketing coordinator. She also owns a music blog (blondieandthebeat.com) where she writes about music and artists she loves. Throughout her time as a writer and media maven, she’s remained passionate in her love of sharing stories, curating content, and inspiring women. You can usually find her cuddled up on the couch binging “Sex and the City” (for the 20th time) or caught up in a good book. 

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The Anatomy of a Killer "About" Page

Photo: Christina Morillo for Pexels

If you think about the pages on your blog or business website like the squares of a Monopoly board, your about page would be Boardwalk. This piece of virtual real estate is so valuable, people come barreling through your front door like it’s a never-ending open house, whether you invited them in or not. They’re intrigued! They’re curious! 

So what have you planted on your about page?

Remember, you’ve got approximately three seconds to seduce your Mr. or Mrs. Right (customer) before they jump ship to the instant gratification of another shiny domain. They’re instinctively going to head to your about page. When they get there, this is what they need to see: clear content, with a hook, that answers questions, and has an element of surprise. 

How are you faring in these five areas? Let’s take a look.

The Hook

There’s a clever little tool in writing you’re going to need to get to know intimately if you don’t already.

It’s called the hook.

It’s your angle. Your “bingo!” Your “aha” moment. Your “slap me down and call me Suzy, this person really gets me” statement. And the writers who produce the most memorable work are masters of the hook.

It’s all about infusing the theme of your message with the emotion that will reach right into the belly of your readers, make them spit out their muesli and pay attention to what you’ve got to say.

It takes in the worldview and assumptions of your reader and challenges them with a new idea.

Hit them right between the eyes with a powerful intro statement or heading to your about page that does exactly that. Surprise them, shock them, and most of all… become a master of intrigue through words.

The Language

Nobody ever made a lasting impression by thinking, “I hope I sound professional.” Be bold in your language choices and work hard to ensure you don’t sound like everyone else.

Go through your copy with a big red pen and underline any words or sentences that feel too generic or cliched. If you think you’ve heard it all before, so will your readers, which means you’re not capturing their attention (refer back to the hook and try again)!

The Photography & Design 

You may be a word nerd through and through, but if your about page doesn’t look pretty (or work well on mobile) it’s going to be pretty easy for potential customers and clients to left swipe you right outta there.

Invest in design. Use subheadings to break up chunks of text. And for the love of WordPress, do not publish your page without a photo that shows the world who you are (eye contact and smile, people!).

You wouldn’t buy anything from a shopkeeper if you walked in and they were wearing a paper bag on their head, so don’t be shy. Show yourself!

The Personal Touch

Don’t be afraid to stamp your personality on the page, but don’t feel you have to tell the world your ENTIRE life story, either.

Think back to your connectors, to your audience, and don’t get too caught up. They want to know your story but they also want to be able to relate.

Give them just enough of what they need to know about you, but ultimately keep the page all about them (uh-huh, that’s right… this page is all about THEM).

If you’re still chomping at the bit to tell more of your story, why not write a blog post called “10 things you never knew about me,” or tell your story in an emotion-fueled post?

The Call to Action

Once you’re satisfied your copy is alluring, interesting, informative, and tells your customers everything they need to know, you’re ready to rock!

Think about what call to action you want to include on the page? What’s your priority?

Is it...

• Directing people to your services page so they can book to work with you?

• Asking them to contact you to make a booking?

• Getting them to sign up to your email updates?

• Sending them onto the blog posts you’re most proud of so they can immerse themselves in your brand?

Don’t overwhelm your customers with multiple links – keep it clean and simple so your about page can perform at its best.

This piece originally appeared on BlogSociety and has been reproduced with permission. 

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This story was originally published on April 16, 2019, and has since been updated.

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This Is What Founders of Successful Companies Wear to Work From Home

As we enter yet another month of coronavirus-induced telecommuting, it’s certainly no secret that working from home (in the midst of a pandemic, no less) calls for a very different dress code than working from the ole office swivel chair. After all, signing online for a virtual Zoom meeting doesn’t exactly require the same sartorial standards as walking into a boardroom meeting, especially when you take into consideration the fact that staying healthy is (and should be) priority #1 right now.

Now that our business-as-usual attire has been relegated to the backs of our closets, we reached out to founders of successful companies to find out what they’re wearing to work from home during COVID-19. Ahead, Babba C. Rivera, the founder of the brand marketing agency ByBabba, Anine Bing, the founder and chief creative officer of Anine Bing, Blair Armstrong, the founder of the lauded beauty brand Gilded, and more divulge their WFH style staples they’re turning to day in and day out.

Maria Markina

Co-Founder, Athena Club

What's your personal style? 

Very laid back, clean, and classic. I typically reach for jeans and a T-shirt or sweater depending on the weather. I know it’s an unpopular opinion, but I find jeans comfortable! I’ve collected my favorite pairs and could wear them every day in any situation.

What are you currently wearing?

Even though I’m working remotely, I like to get dressed in the mornings to keep a routine. Right now I’m wearing Levi's 501 jeans with a J.Crew popover shirt.

What's your go-to outfit for big meetings from home?

It truly depends. In a formal meeting, I would wear a suit (I’ve kept a few of my most comfortable suits from my consulting days), however a lot of my important meetings are business casual, so a dark pair of jeans and a simple blouse are my go-to’s.

Babba C. Rivera

Founder, ByBabba

What's your personal style? 

“Fashion meets business with a lot of colors and a playful Scandi vibe.”

What are you currently wearing?

“Right now, I am alternating between leggings-and-blazer looks or very colorful, more fun Scandi outfits to boost my energy.  Peak Performance leggings, paired with a Ba&Sh blazer and a tee from Jeanerica. Or Stine Goya pants and top.”

What's your go-to outfit for big meetings from home?

“Suits are my go-to, but during quarantine times I've tweaked it slightly by pairing blazers with leggings, so that I still look and feel polished for video conferences, but can simultaneously be ready for a midday workout through Instagram LIVE.”

Ariyana Hernandez

Co-Founder & CEO, NORA the agency

What's your personal style?

“My personal style is very fluid, typically predicated on how I'm feeling in the moment. Generally, I gravitate towards unique stand-out pieces that make a statement and have a strong penchant for airy neutrals. If I had to wear one style for the rest of my life it would be minimalistic resort wear—lots of linens and crushed silks.”

What are you currently wearing?  

“Currently wearing a silk cami, a lounge set from Shaina Mote, and Objet Pendant from J. Hannah Jewelry. I love that Shaina Mote's pieces are timeless staples, super comfortable, and sustainably produced in Los Angeles.”

What's your go-to outfit for big meetings from home?

“I can't bear to be uncomfortable while working from home but I still want to look professional (at least from the waist up)! I opt for a statement blouse or a loose jacket, simple gold jewelry, and lounge pants.”

Anine Bing

Founder & Chief Creative Officer, ANINE BING

What's your personal style?

“Timeless style with a rock n' roll edge.”

What are you currently wearing?

“Florence Jeans. I've been wearing these jeans so much lately—they're so comfortable. It almost feels like I'm wearing sweatpants but the fact that they're denim, they make me feel so much more put together. Milo Tee. Everyone knows I love a crisp white tee, this one pairs perfectly with my Florence Jeans. Fishbone Blazer. Our Fishbone blazer is always my go-to. Getting up and getting dressed in the morning like I normally would to go into the office has helped me be more productive while I'm working from home.”

Amy Voloshin

Founder & Designer, Printfresh

What's your personal style?

"Eclectic would probably put it best. It’s very dependent on how my morning starts off and what I’m up to. I’m also an aspiring (and failing) minimalist. Working in design, I’ve found that a bold outfit can really influence the color choices, pattern sensibilities, and other design preferences of the people around you. So when working with others, I tend to dress more simply, choosing neutral solids over bright prints. However, working from home has really changed that."

What are you currently wearing?

"Luckily we design and make pajamas, so wearing sleepwear during our weekly Zoom call with the team is totally appropriate. I alternate between wearing a full set and then sometimes mixing PJ bottoms with a sweater or a comfy solid or Grateful Dead tee (the only graphic tees I own). Our Blush Bagheera and embroidered Daughters of Triton styles are my personal favorites from our pajama collection.”

What's your go-to outfit for big meetings from home?

"Since our team is super small and we’re currently working remotely, these days I almost always choose to wear pajamas to our meetings. But if I’m feeling fancy I’ll do my hair and put on some of our little stud earrings that are easy for wearing at home and small enough that you can sleep in them (which is always a bonus!).”

Audrey Merwin

Founder & Designer, Soluna Collective

What's your personal style?

"I love a good contrast, so I am always pushing the boundaries with how I style my clothing. Tight-fitting pants call for an extra loose top in my book and vice versa—bonus if texture and patterns are included in the mix. I like to build my wardrobe with simple silhouettes that can be paired with almost anything, the fun part is layering the different pieces! Layers are also essential living in Portland, where an afternoon sprinkle is to be expected, so I almost always carry an oversized jacket with me that can be thrown on at the slightest sight of rain. One of my favorite pieces to layer is a Woolrich jacket that used to belong to my grandma, and her brother before that. It's a rich royal blue color with a boxy fit, it adds the perfect pop of color and texture to any outfit. Finish the outfit off with wide-leg pants and a pair of boots and I call it good!”

What are you currently wearing?

“I am currently wearing our natural waffle pants (seriously the coziest work from home pants!) paired with a crop tank and an oversized vintage Pendleton shirt for an extra layer. During this period, where I have been home more than ever, I have found comfort in soft and cozy layers.”

What's your go-to outfit for big meetings from home?

“For big meetings, I like to keep it simple. My favorite top to wear is actually from our new collection; the Wrap Jacket in Spruce Green Waffle. It has a belt that can be tied around the waist for definition and the textured waffle pattern provides an element of interest without being too distracting. I like to pair it with a wide-legged pair of pants, heeled boots, and statement earrings to finish the look.“

Blair Armstrong

Founder, GILDED

What's your personal style?

"My personal style is feminine, elegant, and classic. I prefer well-crafted, timeless, and transitional pieces. My wardrobe is 99% dresses and skirts that I pair with complementary jewelry."

What are you currently wearing?

"I am currently wearing BCBG tanks. They are so lightweight and comfortable and I’ve been pairing them with my Alexander McQueen trousers."

What's your go-to outfit for big meetings from home?

“My go-to for big meetings are power skirt suits and dresses.”

Philippa Brenninkmeyer

Founder & Designer, Indigo Swimwear

What's your personal style?

"I would say my personal style is pretty laid back beach vibes."

What are you currently wearing?

"I am currently wearing a white summer dress from Cleobella along with some of my favorite espadrille slides from Soludos."

What's your go-to outfit for big meetings from home?

"For big meetings, I really just go with the flow of how I am feeling that day but a dress like today or midi skirt with a cute top is usually my go-to!”

Clarissa Egana

Founder & Designer, Port de Bras

What’s your personal style?

"I’m laid back, so a tailored casual outfit that looks effortless but still makes a statement is a style that works for almost everything.”

What are you currently wearing?

"I’m so into these Chanel sandals I purchased from Farfetch through my personal shopper @paulaco_style, paired with our soon to be released summer capsule items—the Carla Top & Shorts. They are dressy and fresh, perfect for a sunset drink with friends."

What’s your go-to outfit for big meetings from home?

"Anything with the Port de Bras Shay Jacket. I designed it especially for meetings and now to WFH. They look amazing paired with our Jazmin Pants but can also work over a summer dress or even a bikini!"

Aeshia DeVore Branch

Founder & Chief Exercise Officer, Pretty Girls Sweat

What's your personal style?

"Sporty chic.”

What are you currently wearing?

“PGS tees, Zara high-waisted pants, Kenzo sweatshirts, Nike sweatpants, UGG slippers.”

What's your go-to outfit for big meetings from home?

“Black Gucci blazer, simple tank from naked wardrobe, sweat pants (since no one can see them on a zoom call), and statement earrings.”

Ariel Kaye

Founder & CEO, Parachute

What's your personal style?

“Comfort has always been my top priority when I’m getting dressed. I live by the beach and my style is definitely inspired by the outdoors. You’ll find me in an unfussy t-shirt, sweater, and Levis, or one of my go-to dresses. Much like Parachute’s aesthetic, I tend to gravitate to a neutral color palette and look for quality fabrics.”

 What are you currently wearing?

“I am currently in my Cloud Cotton Robe in Rose.”

 What's your go-to outfit for big meetings from home?

“We are pretty informal at Parachute. We make home essentials that are designed to be enjoyed and lived in, and our dress code is an extension of that laidback and welcoming brand ethos. For big meetings, I’ll throw on a pair of slacks and a leather jacket. I recommend having a big meeting uniform–one less thing to think about.“

Clare Vivier

Founder, Clare V.

What's your personal style?

“My personal style is always evolving, but I have an affinity for cropped trousers, a great blouse, and the perfect brogues or loafers—but right now, it's about staying comfortable throughout the day while working from home. While I typically always have a CV bag by my side, right now, it's the Emma in Yellow, a bright spot that I wear crossbody—it's the perfect size to keep my phone with me at all times, which has never been more important.”

What are you currently wearing?

“Currently, it's Richer Poorer sweatpants and our Blue Long Sleeve Hoodie with Poppy Jaguar Print.”

What's your go-to outfit for big meetings from home?

“Right now, since all of our meetings are on Zoom, it's typically business on top and cozies on the bottom. I have a soft spot (literally) for Richer Poorer sweats and my soft knits from The Great, and when I want to feel a bit fancier, I'll throw on a dress from Ulla Johnson or Doen. And always socks with Birks for walking around the house.”

Aisha Marshall

Co-Founder, Creative Label

What's your personal style? 

“Elevated streetwear/creative professional.”

What are you currently wearing? 

“An Asos blazer,  Urban Outfitters hoodie, and Amazon Fashion biker shorts.”

What's your go-to outfit for big meetings from home? 

“Throw on a blazer over loungewear and it's instantly business casual. Some of my favorite loungewear items: Mayfair Group hoodies, Vida Moulin tie-dye loungewear sets (option 1 + option 2), and Asos blazers (option 1 + option 2.)”

Dianna Cohen

Founder & CEO, Crown Affair

What's your personal style? 

“My style is fairly simple and leans towards the casual side (even before we were all WFH!). I live in sweaters, denim, leather pants, silky wide-leg pants, and favorite vintage t-shirts and tanks. I'll usually pair that with a blazer or jacket to pull it all together. I like having my uniform, but then having variations on it that are a more playful, like tie-dye cashmere sweater instead of a neutral.” 

What are you currently wearing?

“Right now at home, I'm here for something that feels like you're wearing PJs, but doesn't look like it. I've been living in these black Serena Pants from Billie the Label. They're so comfortable and I like wearing an actual pant when working during the day. I paired it with this neutral but playful cardigan from Jacquemus. Comfy enough to wear all day at home, but still feel like you got dressed for work. Taking a few moments to change from loungewear to a more pulled-together look has been helpful in creating new structures and separate my home and workspaces. I usually only wear Birkenstocks in the house, but I just ordered these Chuck 70s, so I've been wearing them inside to break them in a bit.”

What's your go-to outfit for big meetings from home?

“As all meetings have been officially relocated to a Zoom link, it feels more natural to not get too dressed up even if you would wear a blazer for that same meeting IRL. Right now I've been wearing cashmere sweaters and I'll add an earring or necklace to make it feel more polished.”

Pooja Bavishi

Founder and CEO, Malai

What's your personal style? 

“My personal style is comfortable but professional. I have a shop, and I'm often moving boxes around, and have to make sure that I stay comfortable. But my day also always involves speaking to vendors and investors, so I need to look professional. My style combines both of these things.”  

What are you currently wearing? 

“When I am not in my Brooklyn ice cream scoop shop, I am comfortably working from home in a Malai T-shirt with Lou & Grey linen pants. Our Malai tees are made with the finest California grown Supima cotton, and so incredibly comfy. The best part is that the T-shirts are created by my parents, who have owned their own textile company for the past 20 years. Their entrepreneurial journey and support has always inspired mine, so it brings me great joy that our businesses are united with our Malai T-shirts. Lou & Grey is my go-to brand for comfortable yet chic clothes. Their sunny-hue reminds me of saffron (one of my favorite spices that you find in our ice cream), and the airy texture keeps me calm during long days of our busy summer months. Most of all, they still make me feel super put-together (which is great when I have to jump on a video call or run down to the shop). While working from home, I basically have a rotation of both of these things: Lou & Grey pants and Malai tees!”

What's your go-to outfit for big meetings from home? 

“When I actually need to get dressed up, I wear a Tory Burch dress from their pre-fall 2018 collection.  It's light, airy, comfortable, and most importantly, makes me feel happy and confident (key for any business meetings). I was a 2018 Tory Burch Foundation Fellow, a fellowship that supports women entrepreneurs and provides them with a resource and network. I honestly think of my fellowship experience every time I put on that dress, which made me feel ready to take on the world.”

Lauren Bosworth

Founder & CEO, Love Wellness

What's your personal style? 

“My personal style is a mix of high and low, and feminine and masculine. I love wearing baggy, high-waisted jeans with a spaghetti strap top, or a delicate dress with a men's cut corduroy jacket. I tend to stick to black, brown, white, and navy as my primary colors I wear.”

What are you currently wearing?

“Right now I'm mostly wearing sweatpants, just like the rest of the world. I love this Target brand I found on a recent trip to their headquarters in Minneapolis called Joy Lab. Everything is so soft and really affordable.” 

What's your go-to outfit for big meetings from home? 

“I like to wear a nice sweater and pull my hair back from my face in a nice bun. Definitely looks presentable and polished!”

Des Dickerson

Co-Founder, Creative Label

What's your personal style? 

“Chic, but I also love a good sporty and comfortable outfit.”

What are you currently wearing?

“Forever 21, Forever 21, and Forever 21.” 

What's your go-to outfit for big meetings from home?

“Typically a really cute top with a very casual bottom (no one would ever know!).  I also love The Mayfair Group and Vida Moulin they both have great options for work from home attire. ”

Shea Marie

CEO & Creative Director, Same Los Angeles

What's your personal style?

“My personal style is always changing! Right now, I’d say it’s very classic and chic but with an effortless twist. My style is always confident, that’s one thing that never changes.”

What are you currently wearing?

“Loungewear, but not pajamas! If I stay in the same clothes that I sleep in, I end up being less productive when working from home. But I’m also realistic and why would I dress up if I have nowhere to go and no one to see? So I’ve been wearing mainly cute loungewear sets! If I have to do a video conference call I’ll change my top to look professional, but leave my cozy pants on bottom!”

What's your go-to outfit for big meetings from home?  

“A chic pantsuit. There’s something powerful and confident about a woman in a suit! I usually add a fun twist to make it modern and cool- whether that be a pop of color purse, a loose tee, or white sneakers.”

Natasha Samuel

Founder of Sol Studio & Host of The Shine Online Podcast

What's your personal style? 

“Comfortable, minimal, boho, relaxed, with a pop of color.”

What are you currently wearing?

My go-to outfit is a comfy bralette and sweatpants from Aerie with a headband or hair wrap.

What's your go-to outfit for big meetings from home?

“I love to wear my favorite Everlane tee with a statement pair of earrings from Arlo Jean, probably with the same sweat pants.”

Reshma Chattaram Chamberlin

Co-Founder & Chief Digital Brand Officer, Summersalt

What's your personal style? 

“My personal style is casual, modern, comfortable and polished. I love being incredibly comfortable in jeans, a great pair of sneakers but with a structured sweater or shirt.”

What are you currently wearing? 

“I'm wearing my Summersalt Joggers and a white T-shirt from AYR. The perfect at-home look but still somewhat pulled together!”

What's your go-to outfit for big meetings from home? 

“My go-to outfit for big meetings is usually a pair of jeans or pants that I feel incredibly confident in, a white button-down, gold bangles, and a pair of heels or sneakers. I have quickly learned that being confident and comfortable is the most important in big meetings, as opposed to trying to fit a predetermined norm. I'm not one for formal business attire.”

Lori Coulter

Co-Founder & CEO, Summersalt

What's your personal style? 

“My personal style is modern classic but with a twist.”

What are you currently wearing?

“Today, I'm wearing jeans and a black T-shirt with Summersalt's Throw-and-Go Duster—my go to for my work from home routine.”

What's your go-to outfit for big meetings from home? 

“For big meetings, I love wearing the perfect blouse and Summersalt's Perfect Wide Leg Pant (sometimes a blazer) with my favorite Sarah Flint heels.”

Jenni Lee

Founder of Comme Si

What's your personal style?

“Menswear-inspired, classic with a twist. I like to wear clothing that's well-tailored and made from substantial materials; I prioritize comfort and softness when I buy things. My typical outfit recipe is a monochromatic or neutral base with colorful and fun socks, shoes, jewelry, and accessories to spice things up.”

What are you currently wearing?

“Lately, the concept of getting dressed revolves around whether I have a video conference that day or not. On days that I do, like today, it's business up top, comfortable on bottom. I'm wearing a Thomas Mason men's button-down (I like to shop from the men's department for a perfectly oversized fit), a pearl necklace, Hanes boxers, and cashmere Comme Si socks (ultimate WFH luxury). It's very Tom Cruise in ‘Risky Business’ meets Grace Kelly in ‘To Catch a Thief.’”

What's your go-to outfit for big meetings from home?

“For big meetings, I don't really deviate from my everyday style because I want to feel like myself, comfortable. You can tell when someone has dressed outside their norm, and they exude discomfort; I try to avoid that feeling. My go-to is a navy cashmere sweater with tailored navy trousers and clean sneakers.”

Katie Sturino

Founder, Megababe and The 12ish Style

What's your personal style?

“Colorful and fun.”

What are you currently wearing?

“I am in Maine and currently am wearing Megababe x Day/Won Leggings and a J.Crew Tie Dye Sweater. On my face, I am masking with Megababe’s Le Tush mask, which is facial grade, so I can use it on my face!”

What's your go-to outfit for big meetings from home?

“My go-to look is a Veronica Beard blazer. For summer, I will pair it with a Katie Sturino x Stitch Fix dress and a Lele Sadoughi headband.”

Nina Mullen

Co-Founder & Co-CEO, Hilma

What’s your personal style?

"I have actually never been asked to describe my personal style before, but I guess I would articulate it as casual but kind of modern? Is that a thing?! I am often wearing jeans and T-shirts but in varying degrees of nice. I will dress myself up or down based on accessories like earrings, shoes, and a blazer or sweater."

What are you currently wearing?

"Currently wearing old Acne Studio Jeans that I got seven years ago, an oversized Isabel Marant sweater that I love, and no shoes. I usually never work from home, but given today’s circumstances, that is obviously the new norm. For me, it is important to be really comfortable but to also not just be sitting in PJs all day."

What’s your go-to outfit for big meetings from home?

"I am big on jeans, a crew neck T-shirt, a blazer, and a great flat or stacked heel. I keep my blazers for years (I even have one from when I was 16 and interning at Theory) and wear them over and over."

Brett Heyman

Founder & Creative Director, Edie Parker and Flower by Edie Parker

What's your personal style? 

"My personal style is comfortable. But before this pandemic, I did have a better relationship with a waistband. Not so much anymore." 

What are you currently wearing?

 "I’ve been wearing knit sweat pants for the past ten days—mostly from Alexandra Golvanoff. I feel like I haven’t given up completely. Today, I decided it would be smart to put my jeans on to make sure they still fit. It wasn’t great, so I settled on my trusty pair of oversized vintage 501s. It’s a compromise. My hemp Edie Parker flower tee is warm and cozy, and my Elder Statesman socks make me feel like all will be okay in the world."

What's your go-to outfit for big meetings from home?

"I don’t have a go-to outfit for meetings. I’m pretty much always in vintage jeans and a sweater or blouse. But if I have to look a little more presentable, I’ll throw on some earrings and a kitten heel."

Camila Pierotti

Founding Partner, Sol de Janeiro

What's your personal style?

“Casual and chic. I like my outfits to seamlessly take me from work to dinner out with friends or a date with my husband. I always wear jeans with a fun top and cute flats. I love making my outfits super colorful.”

What are you currently wearing? 

“I am wearing Lululemon leggings with a fun and colorful T-shirt. While working from home, I need to be comfortable because my ‘office’ moves from the dinner table to the couch, to my bed.”

What's your go-to outfit for big meetings from home?  

“I basically wear what I usually wear and take it up several notches with high heels, a tailored jacket, and statement earrings and necklaces. Also, more eye makeup and more fragrance! I love working at Sol de Janeiro because we’re very colorful, which is exactly my personal style.”

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4 Ways to Make Your Side Hustle Happen When You’re Working Full-Time

Photo: Ivan Samkov from Pexels

I really like my job, but I’m not sure it’s fulfilling me or fueling my passions.

It would be great to have a second income for all the little extras life throws my way.

If the economy plummets, will they even hesitate to lay me off?

I wish I didn’t have to report to anyone and could create my own schedule.

Sound familiar?

All of these were thoughts that used to cross my mind at least three times a day. And of course with ambition, dreams, and motivation, came their cousins: fear, worry, and doubt.

Where do I even begin? Will I be successful? Will people like me? I studied PR...do I really know anything about anything else? Where will I find the time?

More questions, more worry, more doubt.

It wasn’t until I became overwhelmed with my own questions that I decided to put them all behind me. On mute. To be addressed later... or possibly never. I began to question less and do more. Where do I start? Here. What do I do? This. Will I succeed? Yes. Where will I find the time? Goodbye, Netflix binging.

The only thing I didn’t question was whether I’d leave my full-time job because after all, I truly do love what I do. And let’s be real, benefits like a fixed salary, insurance, and a 401K were simply non-negotiable, considering I didn’t have a single dollar in savings (insert mortified emoji) and relied on my salary alone to survive. (In my defense, I recently bought a home which, ironically, is the inspiration behind my side hustle: White This Way Home).  

Wanna join the side hustle club? Here are my top tips for starting your own gig without leaving your full-time job:

1. Stick to a schedule.

Time is your best friend—but also your biggest enemy, if you don’t set a working schedule and stick to it. Even if your full-time job is flexible, make a commitment to limit distractions while you’re in full-time work mode. This means you try not to look at side hustle-related emails, social media, or comments during full-time work hours. Instead, leave it for nights and weekends. The good news (if your side hustle relies heavily on Instagram) is that there are a number of apps that let you schedule posts ahead of time (I use Plaan).

2. Capture thoughts to revisit.

OK, we’re all human—it's so easy to daydream about a new project or dwell on your side hustle to do list during your full-time work hours. After all, to-do lists are endless and inspiration can strike out of nowhere. You never know if and when these thoughts and daydreams will come back to you, so it’s important to take a moment to capture the ideas before they float away. Keep these inspirational thoughts in an imaginary bottle (or your phone, in a notebook, or on a sticky note), and rest assured they’ll be there when you have time to revisit them.

3. Find balance.

Feeling drained and overworked can be counterproductive. Don’t forget to build in time for fun, which can actually work in your favor and help refill your energy tank (ever tried driving on a completely empty gas tank? The epitome of counterproductive). Feeling energized and balanced is not only essential to getting things done, but it also gives your mind space for ideas to evolve and grow, even when you’re not actively in brainstorm mode.

4. Give yourself a pep talk.

Sure, you might look like a crazy person talking to yourself, but this really works! You can’t convince others to believe in what you do if you don’t believe in what you do. If those feelings of worry, fear, and self-doubt start to creep in, give them one answer in return: “I can and will do this.” Self talks, motivational quotes, little hand-written reminders, and a 24/7 “I’m a badass” attitude goes a long way. And the beauty of it is that you can pep talk anywhere, even during regular business hours.

About the Author: Adriana Infante is a PR + Marketing professional based in Miami, FL. She is also the founder of @WhiteThisWay an in-house product styling company that helps clients design spaces to reflect their personal styles and needs by harmoniously combining simplicity and tidiness to create a stylish, yet functional home.

Love this story? Pin the below graphic to your Pinterest board.

This post was published on February 19, 2019, and has since been updated.

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From Pennies to Profit: How 26 Founders Bootstrapped Their Biz and Came Out on Top

One question we’re repeatedly asked by new founders at C&C is: Do I bootstrap or raise? Well, in our new series, From Pennies to Profit we set out to answer that question by asking self-funded founders how they bootstrapped their biz, from how long they worked full-time while building it to how much they saved before they leaped, and everything in between. Ready, set, launch!

Of course, however, you decide to fund your business is entirely up to you, and is really dependent on the type of brand you’re launching and what your business goals are. But if there’s one thing we like to do at Create & Cultivate, it’s to provide you with all the information you need to make an educated decision, whatever the end result may be.

When you take a quick look at the statistics, though, it’s easy to see why more women are strapping on their boots. Out of the $85 Billion in VC funding from 2017, only 2.2% went to female founders, under 1% went to Women of Color, and Black women-led startups got even less.

So, we reached out to 26 founders to find out how they bootstrapped their biz, why they chose to self-fund over raise (many told us they didn’t have a choice!), and their best financial advice for new entrepreneurs looking to launch a brand.

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Camille Fields, Founder, Camille Fields-Restorative Skin Therapy

On bootstrapping over raising…

I always knew that my ultimate goal was to have my own skincare practice. After working in a day spa for 12 years, I felt it was time to venture out on my own.

On the bootstrapping process…

I used my own personal savings and started very small(and by small—I did not have one single client when I began but through some very creative marketing strategies, I gradually and slowly built a clientele. It didn't happen overnight and it was extremely frustrating at times, but I knew if I stayed the course and maintained the passion I have for my career, I would eventually see my dream come to fruition.

Fortunately in my profession, you can begin with a smaller budget and increase it as you go. I liked the idea of starting a business using my own finances, but depending on your line of work and the scope of your vision, that may not always be feasible.

On where founders should focus their financial energy…

For me and I assume for all business owners, it's getting to know who your ideal client/customer is and what their needs are. Once you can identify who and what that is, you can use a laser-like focus on the best areas to expend your financial energy. Otherwise, you may find yourself spending money in areas that are not fully utilized.

On the biggest money lesson…

Research, research, research, and more research on where you want to spend your hard earn dollars. Really invest in areas that speak both to your level of integrity and where you will see an ROI, even if the upfront costs are more.

On her #1 piece of financial advice…

Start small, build slow, and never lose sight of your long-term goals. The sky really is the limit!

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Dana Jackson, Founder, Beneath Your Mask

On bootstrapping over raising…

I didn’t want to give up a piece of my company so early on. I also didn’t want to take money without the guidance. Whenever I do get funding, I’m not looking for just cash. I want the expertise as well.

On the bootstrapping process…

Prior to launching Beneath Your Mask, I worked as an entertainment business manager. The last two years of my career in business management, I was feeling burned out and unfulfilled. I started saving every dollar I made because I no longer wanted to dedicate 20 hours/day to someone else’s dreams. One of the main challenges I faced was not realizing how much money I’d actually need, and I ran through my cash reserve pretty fast and had to use a lot of my personal and business credit.

While you can scale much faster with funding, the benefit of bootstrapping is you’re forced to learn every aspect of your business because you can’t afford to hire someone to do every little thing at first. When you do go to hire someone, you know exactly what they should be doing because you’ve already had to do it yourself.

On where founders should focus their financial energy…

Driving top-line revenue through marketing. That’s important because it allows you to hire strategically and build the proper team. The proper team frees you up to continue to grow your business, brand and community. Increased revenue and cash flow also allow you to increase your purchasing power and reduce cost of goods by purchasing in larger volumes.

On the biggest money lesson…

The importance of margins as a CPG (consumer packaged goods) brand, especially a beauty brand that’s in retail. It’s really important to factor in all your costs into your price point and allow room for wholesale margins, sampling, store support, gratis, press and influencer kits, and shipping. Those costs really add up, and if not priced properly, you can easily lose money in retail. Also, negotiate as much as you can with your suppliers. It never hurts to ask!

On her #1 piece of financial advice…

As a small business, I rarely invest in any services or consultants that I don’t see an immediate ROI on. Don’t run out hiring every person that reaches out to you with promises of what they can do for your business. No one is going to come in and be a miracle worker for your brand, it takes time to grow and gain traction. So if you can’t afford to hire someone for six months without a return on that investment, you can’t afford them.

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Lesley Thornton, Founder, KLUR

On bootstrapping over raising…

I didn’t have a choice. It's very well known that minorities don’t have access to loans and capital. 

On the bootstrapping process…

Dollar by dollar I saved enough money to cover my initial cost. When I realized it would require more funds to employ a full-time chemist, I listed my apartment on Airbnb and was able to generate a second stream of income which I then invested in my company.

On the challenges she faced…

When I launched KLUR the message of economic and sustainable inclusion fell on deaf ears. I couldn't get traction. Not a single response to the product nor the important conversation.

On whether she’d recommend bootstrapping to other entrepreneurs…

I can’t say that what I’ve done can be replicated. Entrepreneurship is an individual journey, every person will have to decide what they are willing to risk. This is a part of the process. 

On where founders should focus their financial energy…

Focusing your time, money, and energy into the best product possible—quality is essential.

On the biggest money lesson…

Don’t spend what you don’t have. It’s really that simple.

On her #1 piece of financial advice…

I’ve seen many entrepreneurs struggle, or fail because the operating cost exceeds the potential profits. Watching your numbers is key!

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Sevetri M Wilson, CEO and Founder,

Resilia and Solid Ground Innovations (SGI)

On bootstrapping over raising…

I don't think there was this moment where I made a decision to bootstrap my company. It was more so the cards I had been dealt with. At the time, I knew I would have to build my company brick by brick as there were no financial resources available to me then. I knew I would have to be scrappy and win business in order to grow, so I did just that. Now that I have a bootstrapped company under my belt which was very successful (and have raised venture for a second company) there is one thing I can say that I know is true—bootstrapping gives you the freedom and flexibility in a way that raising capital or outside financing doesn't.

On the bootstrapping process…

SGI is a true bootstrapped company. I built it by overseeing services that I could accomplish as a sole owner. Once I had built enough clients I started hiring one team member at a time at first. My first hire was more of a generalist, but was sound when it came to logistics because let's be honest when you are bootstrapping your first hire should be someone that gets stuff done!  The way we went about securing contracts is actually sub-contracting under larger companies. If there is one word of advice I can give it's you have to learn fast, and what better way to learn your field is by working (still as a business owner) with someone who has done what you are seeking to do at scale. 

\I faced a number of challenges whether it was selling contracts as a woman, or a Black woman, or as a young person which to some can come off as inexperience, or as a person from the south, there was no shortage of challenges. I would recommend bootstrapping. As someone who has again bootstrapped their first company and now raised over $10M for a second company, I can't stress enough that you calculate what you want to give up. It may have taken me longer with bootstrapping but it also allowed me to invest the first $1M into my second company which has allowed me to own a significant share of the tech company I am building versus having been put in a position where I raising money under not so desirable conditions.

On where founders should focus their financial energy…

One mentor would always tell me one of the main reasons why businesses fail is that they grow too fast. So, I think focusing your financial energy on how do you grow as lean as possible is very important.

On the biggest money lesson…

One of the biggest money lessons I've learned since launching my business is that mistakes are costly, so surround yourself with advisors, and also it’s hard and very costly to manage people. So, spend the time recruiting and find the best to join you in your endeavor. I've spent quite a bit of time creating and cultivating an amazing team. It's worth it.

On her #1 piece of financial advice…

You're probably going to lose some money along the way, you have to not dwell on it long, and work to devise a plan to recoup it. But also know being in this seat means you are going to have to take risks and likely very often. Some of them will go well and others not so much. Breathe and get back out there.

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Athena Hewett, Founder, Monastery

On bootstrapping over raising…

In all honesty I never really made any conscious decision about it, I just did what I had to do. I had the other side of the business (the spa) that was doing well and I was selling the product on a small level out of the spa. It just made sense to create a larger audience for the products by packaging the products and building a website. I was borrowing money from the spa to build up the product line. 

On the bootstrapping process…

I was able to put both businesses under one umbrella and take a sizable loan for the spa. We had already been in business for over five years at that point and the business had a reasonable income, which helped a lot with the business loan. I used that loan solely for the product line.  Sure it worked out for us, but we couldn't have done it without the other business. Maybe it wouldn't be for someone who is risk-averse. It's risky to put you and your family in massive debt for something other than a home but I never believed that it wouldn't work out. 

On where founders should focus their financial energy…

At this point in the game, this would be a tough question for me to answer. There are just so many things that cost lots of money and they are all important. I made a lot of mistakes along the way but one thing that wasn't a mistake was hiring a business strategist. She was expensive but she laid out the business for me in a way that I would have never done. She came from the start-up world so she thought differently than I did. She organized everything for me. I wrote the original business plan but she expanded on it. She had much bigger plans and goals for Monastery than I originally had. It helped me a lot to see the business through her eyes and I realized that I would need a lot more money than I thought. We worked hard to pay off the first loan and then we got another loan, triple the size of the first. 

On the biggest money lesson…

Don't ever try to skimp on things to save money. It just costs you more in the long run. Go for the quality right upfront.  

On her #1 piece of financial advice…

Don't be attached to it. I've always had this attitude of money comes, money goes. I think that's helped a lot in building a business bootstrap style.  If I was too attached to it I would never make the risky decisions that it takes to make the business successful. Just like the old saying goes "It takes money to make money." I don't gamble IRL but I guess I am a bit of a gambler when it comes to business

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Toneisha Friday, Co-Founder, Blex Technologies

On bootstrapping over raising…

My partner and I were looking for a Black virtual therapist to help increase intimacy (amongst other things) and we weren’t finding what we needed. So, we decided to create a solution to this for people like us.

On the bootstrapping process…

We are self-funding this through our savings which has been built by working full-time. We are now thinking about how we can get our company valued for the potential of raising money because at the end of the day, we don’t want to completely deplete our savings. I would definitely recommend entrepreneurs to keep their full-time job until they are comfortable financially. It helps offset budget barriers and enables you to keep your debt low.

On where founders should focus their financial energy…

Focus on the ROI that comes with each of your expenditures. I think we can get caught up on Instagram and other social media platforms looking at what other businesses are doing and saying, “oh I need that.” But do you really? What is the value? Or if you do it, measure it so you can better understand the impact it had on your business and revenue. Otherwise, you end up spending money on frivolous things that don’t move the needle.

On the biggest money lesson…

Have a planning cycle. Many businesses have yearly planning where they map out their priorities, marketing strategies and overall goals and objectives. Having this planning cycle limits the last-minute scramble and enables you to easily budget your finances for how much certain things like design and development might cost.

On her #1 piece of financial advice…

Don’t forget about taxes, registrations, etc.!! So many people I know who own businesses forget about filing taxes or paying registration fees or submitting the proper sales tax forms, and all of those are critically important to keeping your business running. You can have a beautiful IG feed, but if the IRS hits you with a big bill, are you prepared to pay that and keep the ship afloat?

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Arden Montgomery & Margaux Reaume, Sommeliers and Co-Founders, Argaux

On bootstrapping over raising…

We were lucky enough to have support right off the bat from friends and family. Their contributions were structured as loans, which has allowed us to maintain ownership rather than dilute it. 

On the bootstrapping process…

We approached friends and family like we would a VC. Margaux and I built the business plan and pitched the concept. I might add that the business today is quite different structurally than it was on paper five years ago. Nonetheless, the business at its core remains unchanged. The most important thing we've learned from our approach to financing the business is the value of financial reporting and "innovative accounting." If I could give anyone starting a business one piece of advice, invest now in your books and the role of controller or CFO within your company. 

On where founders should focus their financial energy…

As a business owner, you need information. When you have accurate information, you have the necessary tools to help you make smart decisions, and invest your time and energy strategically. Where is the cash flow coming in from? What revenue stream is generating the best profit margin? Spend your time there. 

On the biggest money lesson…

Understanding where to invest the money funding your business and why. We have a capital intensive business model based on inventory alone. We have also chosen to invest in our people. It's so important to take hiring seriously, and understand the value of your team members. I would say take the time to understand WHAT you need to scale, and WHO you need to help grow your business. For us, it's all about the product and people. 

On her #1 piece of financial advice…

When we started our business, we were laser-focused on sales and naively figured if we can keep selling and meeting our sales goals it would all work out. While meeting sales goals and selling your product is extremely vital to the success of your business, your business is only as powerful, sustainable, and lean as your accounting and financials are organized, accurate, and tended to.

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Lauren Napier, Founder, Lauren Napier Beauty

On bootstrapping over raising…

I had no choice. Black women are under banked and disproportionally represented in the investor space. In fact, less than 1% of Black-owned business receive a traditional business loan in the first year of starting a business. And 2% of the SBA loans allocated to entrepreneurs are awarded to Black-women led business. I launched Lauren Napier Beauty with a tax refund and an American Express card. That’s why I launched a $5M initiative to support Black women-led businesses called Consider Something Better. 

Consider Something Better is challenging corporations and conglomerates to honor the fiduciary responsibilities to communities by creating economic and racial equality; giving equal access to funding the next generation of Black female Founders. We are challenging corporate structures to join this mission but we fully embrace the support from all of our feminist allies who desire equality for their Black women entrepreneurial counterparts. Consider Something Better will deploy the funds directly back into this under funded Black women-led businesses, services and creatives in tiers. In the first seven days of launching Considersomethingbetter.com the organization received over 300 applications for grants, this only highlights the need for economic equality and change!

On the bootstrapping process…

I am a celebrity makeup artist so, while I was working on shows like Late Night with Jimmy Fallon, Saturday Night Live, and making movies I was also sitting on set researching materials and manufacturers and sending emails. This was very challenging and in the end very rewarding. I worked long TV/film hours, it was exhausting. I recommend doing the work so you know every aspect of your businesses operational needs. I also know that having monetary support would have made a huge impact on the first three years of Lauren Napier Beauty’s business and operation.

On where founders should focus their financial energy…

Operations and then marketing. If your supply chain is off the entire business is off. Delays create delays and delays create unhappy customers. In the end we are all providing a service or product to our customers and it’s important to deliver.

On the biggest money lesson…

Save it for later! Don’t hit the send button when you are tired. I accidentally doubled an order to my manufacturer and when I realized it, I was unable to cancel the PO. It all worked out because I received a massive order but that is rare and something I would not count on! 

On her #1 piece of financial advice…

Reinvest in your business, save your money and know the ABC’s of business—accounting, bookkeeping, and (legal) counsel.

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Sajani Amarasiri, Founder, Kola Goodies

On bootstrapping over raising…

Honestly, it just happened. It's what I saw growing up, and I also didn't know too many people in investing circles (which is a common, significant hurdle for immigrant founders, because our "friends and family rounds" and opportunities for introductions and networking in the VC world are incredibly sparse, which needs improvement). I knew for sure I didn't want to just sell an idea to an investor. I wanted to make sure it had a product-market fit, give myself time for product exploration, and then find the right people with an aligned mission. I also am in a stage with enough savings that I had this option to start with. 

On the bootstrapping process…

We are 100% self-funded through savings; I have used a lot of my previous tech salary savings to help get me started. Bootstrapping is tough. It's challenging because as an entrepreneur you want to move and grow fast, but when you have limited resources, you need to be super mindful of where you are spending that money. You need to make tough choices like are you going to spend on marketing and PR right now, or are you going to pay yourself, or spend on new product development?

Another challenge in bootstrapping (that a lot of people don't realize) is that it means you literally need to grab your boots and go knock on every door yourself; you aren't going to be invited into rooms, you are breaking in and bringing your chair with you. It's also important to be mentally prepared for pre-launch when you're spending your personal money and there is no revenue coming in. But bootstrapping also gives you many opportunities. It means that at the beginning you are going to play multiple roles and really get to know your business inside and out; it forces you to think creatively and think harder on how you can make each dollar go further, and it allows you to build your company on your core values. 

First, understand whether your business is venture fundable; VC route may not be the route for your business, so take advantage of alternative routes like crowdfunding, grants, or loans if applicable. I recommend doing what works for founders and their business. I know raising money, especially as a woman/POC, is hard too, so there is no easy way— just find what works for you. For some industries, such as hardware, it's impossible to bootstrap. But if you don't need much infrastructure investment, and have access to capital, go ahead and take advantage of it. 

On where founders should focus their financial energy…

Spend the time and money to find your customer and create the best possible product for them. If you aren't reaching your customers, no matter how awesome your product is, no one is going to know about it. And if you are reaching a massive audience but don't have a unique, awesome product, then they aren't going to come back and buy again.

On the biggest money lesson…

I am still working on this, but learning to be patient—building a business takes time. 

On her #1 piece of financial advice…

Focus on profitability and unit economics. Know your numbers in and out—this is the only way you'll know how to price your product and set growth plans. Money mindset matters. If you are an immigrant or didn't come from a privileged background, there's a lot to unlearn as you start your journey as a business owner. We tend to have a scarcity mindset, so we need to come from abundance and believe that yes, we deserve it too. As immigrants, we tend to dream within our means, but we need to dream bigger. If you think you're thinking and dreaming big right now, dream even bigger. 

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Allison McNamara, Founder, MARA

On bootstrapping over raising…

When I was ideating and creating MARA, it really started out as an (expensive) hobby. I didn’t set out to create a global brand, so I was very careful with my spending especially since the business is self-funded between myself and my dad. I was in a crossroads in my career in entertainment and had the urge to create something I felt was missing. We didn’t skimp out on formulation, ingredients, or testing; however, I was very conservative when it came to web design, marketing, photography, a (lack thereof) team. When I finished the product I knew I had created something really beautiful that would speak for itself. 

On the bootstrapping process…

I would definitely recommend it to other founders if they have the means to do it—it gives you total creative control which is so important, especially in the early days of the brand when you’re just figuring out who you are. Most people don’t know this but I actually have two businesses – AMcNamara Inc (which is the one I work for) and MARA. I’ve had AMcNamara Inc since 2014, which handles all of my hosting, brand deals, writing, and content creation. This has allowed me to still have a full-time job employing myself for AMcNamara Inc while creating MARA, so I didn’t and still don’t take a penny personally from MARA, which creates double the work for me but it’s totally worth it.

In order to do this, you have to be incredibly focused and diligent with your time. My background in daily TV and production helped shape me into a very fast and focused worker. The main challenge for me is there literally is never not work to be done—there is always a piece of content I need to shoot, a story I need to write, a product I need to give feedback on, marketing copy that has to be tweaked but that’s what I live for. The biggest challenge is that I work at least six days a week. 

On where founders should focus their financial energy…

It really depends on what business you are creating but I think your product—whether it’s beauty or tech or food, whatever—is where all of the financial energy needs to go. Great product rises to the top, even if the packaging is just okay. That being said packaging and marketing messaging should be your next big financial focus, if the product isn’t attractive and doesn’t speak to your customer, the discovery window will be a lot longer than if it was aesthetically pleasing. 

On the biggest money lesson…

Everything is more expensive than you think it is. But, great risks = great rewards. 

On her #1 piece of financial advice…

Do as much of the legwork yourself as you can. Use your friends and your network to bounce ideas off of, they are your greatest resource and usually, free. When you really sit down to brainstorm, you probably know more people then you think you do that can help you out—maybe your cousin is an aspiring photographer or your sister’s best friend just finished Journalism school, or your father’s friend knows someone who can help you with legal—don’t be scared to ask for help. 

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Jazmin Alvarez, Founder,

Pretty Well Beauty

On bootstrapping over raising…

Honestly, it was the only option for me at the time.  I didn’t feel comfortable taking out a loan and I had saved up enough money where I felt comfortable making that initial investment into my company.

On the bootstrapping process…

After working freelance off and on for about 10 years in fashion I was saving money for investment. Initially, that investment was going to be a downpayment to buy an apartment but I pivoted and decided to start a business instead. I used money from my savings account and budgeted roughly $10,000 to get started.

I've faced many challenges and still do, but the biggest ones have been limited financial and human capital. It’s the concept of needing money to make money but when you have limited finances, you are limited with what you can spend or who you can get to help you. I think that if you are in a position to be able to cover your personal fixed expenses and have enough money to live off of for 12 months or more, then bootstrapping is a great idea. On one end you have to be very lean in your operations but on the other end, you don't have the added stress of repaying a loan right away or having an investor taking control of your business when it’s still in its infancy. 

When startups are just gearing up, the business is still quite malleable which can be a good thing when you have a clear vision but when you don’t and you have outside money/investors having a stake in your company, it can oftentimes derail your vision. I also think that when you bootstrap, it's a great learning opportunity. I never went to business school. No one ever taught me how to be an entrepreneur so I have the freedom to take things at my own pace and learn as I go because I’m the only one making all the decisions right now.

Ultimately how someone decides to fund their business is up to them, but I think that if your goal is to get venture capital, bootstrapping and showing organic growth and traction first will make your company much more valuable to an investor because they are able to see what you were able to build with limited resources.

On where founders should focus their financial energy…

That depends on what type of business you’re building. For me, since my company is e-commerce based, focusing my spending on a well-designed and functional website was my biggest expense/investment. I knew it was going to be the first impression I would be making to the world. 

On the biggest money lesson…

To ask more questions! I could have saved myself so much money if only I knew the right questions to ask or what alternative buying options were with regard to product inventory. In the beginning, I was buying all my inventory wholesale. It wasn’t until months later I learned about the options of drop shipping and consignment where I wouldn’t haven't to put any cash upfront in order to sell the products on the website.

On her #1 piece of financial advice…

Be realistic and honest with yourself first about what you are building. Are you building a small business or a lifestyle brand? However, you answer that question can determine what and where you’ll need to invest. Also, be prepared to budget literally everything in your life. Unless you have great financial resources at your disposal, be prepared to adjust your way of living. 

Evaluate everything that is coming in and out and get yourself a good financial planner/model to help you understand your cash flow. Cash is king! If numbers aren’t your thing, that’s okay, but find someone who can help you because if you do not have a good grasp on this, it could be at the detriment of what you're building. And when you are able to, pay yourself! Even if it's a salary of $1,000 a year that you set up with QuickBooks. Having the mentality that you are getting paid by your company will change the way you run and view your business.

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Danielle Nadick Levy, Co-Founder and CEO,

FACILE and theSKIN

On bootstrapping over raising…

My co-founder, Dr. Nancy Samolitis, and I first started to work on the business concept about a year before opening. We estimated our startup costs based on the three major areas we knew we'd need to spend the most money: build-out of the physical space, hiring, and inventory. After looking at our budget, we decided it would be best to self-fund as opposed to look for investors who would ultimately take a large amount of equity at that stage of the business. We were fortunate enough to have access to inexpensive debt and personal savings that allowed us to subsidize the rest. We negotiated terms with every vendor possible including our landlord for a longer "tenant improvement" period. All of these small steps allowed us to spend less while getting the company up and profitable!

On the bootstrapping process…

Bootstrapping a business is when an entrepreneur utilizes all or most of their existing resources to start a business or company. After detailing a budget for startup costs both my partner and I were able to look at what capital we had access to and decide whether or not we needed to bring on an outside investor. 

We decided to utilize our relationship with the bank, took a small loan from a family member, and self-funded the rest. We looked at every possible area where we might be able to save while getting the business up and running (this includes building out the actual space on our own with the help of my husband, who is a developer/contractor). I will say that when we opened we had run through more cash than I initially wanted to, which definitely put us in a tight spot for the first six months of the business. Ultimately we were able to push through and were profitable nine months after opening. 

There have certainly been times where I questioned whether it would have been easier/more beneficial to take on outside investor capital for equity from day one. I do think there is a lot you can do with the right financial partners, which is why we recently did our first raise for our upcoming product launch and brand expansion. Whether or not bootstrapping is right for you is completely case by case and will depend on what resources you have access to.

On where founders should focus their financial energy…

This is case-dependent based on your industry but I can say for our type of industry/business (which I consider to be self-care, services, retail) we don't make money without clients. In my opinion, financial energy should be reserved for marketing efforts and creating an incredible experience with an all-star team so that you can not only attract new clients but retain them.

On the biggest money lesson…

You have to spend money to make money, but that doesn't mean paying for things frivolously. Like every business, we had ebbs and flows with our financials in the early beginnings. We were forced to get creative with when and where we spend our money and focused a lot on "free" marketing—creating an incredible experience so that someone would tell another person about us. Word of mouth to this day has been the most effective form of marketing, and it's free!

On her #1 piece of financial advice…

Pay yourself a salary! I will happily put my business and team first and I went for a long time without a salary. I found that to be a really bad way for me to stay motivated. Being an entrepreneur is really hard and it's important to feel value from the work you're doing. Don't discredit yourself and make sure to build a salary into your initial budget, even if it's small, it will make all the difference in the world.

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Taryn Dean, Transcendental Beauty Practitioner, Beauty Witch, and Founder, The Beauty Mage

On bootstrapping over raising…

From the outset with my business, I have always been protective of not giving away my sovereignty in exchange for dollars. Honestly, as a Black woman born and raised in America, I never considered that I had another choice then to bootstrap. I knew i wasn’t going to walk into a bank and get a loan and I didn’t have any relatives or friends to ask for startup costs. 

I also grew up in a household where my parents were constantly robbing Peter to pay Paul in order to keep everything going, so my thought patterns still have an irrational aversion to debt. Though I am educated in economics and finance and understand the difference between good and bad debt, the thought of owing anyone anything makes me sick to my stomach. It took at least a year of unlearning and coaching from some black business women to shift my perspective toward accepting investments. The journey continues. 

On the bootstrapping process…

I have been working as a lash artist for almost a decade and I have a loyal following. So piece by piece as I formulated the ideas for my business, I diverted money from frivolous spending to investing in myself. I also used financial apps like Digit to automatically save for me so that I didn’t have to think about it. Digit really allowed me to always have a stash of cash to pull from when I need resources. 

Eventually, the seed began to germinate and my community started to sow small investments into ideas I had. Those small kernels kept me motivated to continue the work when I felt overwhelmed and made it easier and easier for me to feel comfortable with the financial choices I was making. 

The constant challenge I think for most entrepreneurs is that you eventually hit a point where your dreams outsize your ability to physically produce money through your labor. So now I’m at a point that I need to think about hiring support staff and paying for my own studio and I don’t want to work myself to death in order to do that. So I need other options. And that is what lead me to consider crowdfunding. 

No matter what, bootstrapping with always be limiting in some way. So while I may recommend bootstrapping to start a business, I don’t think it’s the way to build a brand with true recognition today. Burnout is all too real and Black entrepreneurs especially have to preserve their spiritual and mental acuity in order to continue to thrive. 

On where founders should focus their financial energy…

Profitability, market research, and branding have been the most important factors in my success thus far. I know that the products and services I provide are profitable enough to not make me feel like I am being taken advantage of and to keep me inspired to do more. I took a deep dive into what others were offering before I formulated my ideas to make sure that what I had is always 1 of 1. And my branding is inexorably tied to who I am so that when people support my idea, they are supporting me.

Support is paramount. It’s really important to have a community that you have invested in that will do the same in return for you. I don’t just have clients; I have fans, cheerleaders, champions. I ask and they jump to help. That’s a key part of the support you’ll need on those days that you want to quit. There will be many. 

On the biggest money lesson…

That I don’t HAVE to bootstrap!! It’s now clear to me that I have a choice and I didn’t believe that when I started. I think a lot of Black folks don’t know any other way. We can’t trust any sector to truly support us, so we do it ourselves. And fortunately the winds of change are showing us that we can make a way that doesn’t require us to sell our souls in exchange for dollars.  

On her #1 piece of financial advice…

Do it! Start wherever you are. You are never going to feel ready. You are never going to have enough money to feel ready to take the leap. As long as you are in alignment with the flow of what you are supposed to be doing the money will flow freely to you. Your business will not grow in a system of lack. You have to believe so deeply in your success and be so secure in knowing that the money will be there when you need it that the universe will have no choice but to comply.

Once I started to see the patterns of how I was limiting myself with my fears, all of the blocks stopped. The pathways opened and the money flowed. I don’t worry anymore. If it’s meant to be, the money will be in the bank once I take my card out of my wallet!  Believe in yourself first.  I bet on me every single day of the week.

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Christen Dominique, Founder , Dominique Cosmetics

On bootstrapping over raising…

In the beginning, I invested everything I had into Dominique Cosmetics so naturally, I wanted to have complete control of my brand. Bootstrapping my own business meant that I could develop my own dream products and concepts into a working business as soon as possible without having to check with the opinions of others. I've always been very confident about my passion for helping others feel beautiful inside and out, and didn't want to compromise my vision or where I saw the brand's trajectory. 

On the bootstrapping process…

I was able to self-fund my business by investing the savings from my early YouTube earnings. I'm lucky that I had a successful smart on YouTube, but I was also smart to save every nickel and dime that I could do create my brand. 

On the challenges she faced…

The most challenging part of bootstrapping my business was finding the right labs and manufacturers to create the custom formulation and packaging I envisioned. We had to try working with a few different companies until we finally found the perfect fit for Dominique Cosmetics. Finding the perfect partner, and the setbacks that come with it, are just part of the process-- and it makes the final product that much more worth it. 

I'd definitely recommend bootstrapping to other budding entrepreneurs and founders. Being your own boss provides you with the liberty to really pursue and create your vision. By the end, would you rather look back and think that you made too many compromises OR look back and think that you accomplished everything you wanted (even if it was pricey)?

By nature of self-funding, there will be a lot of risk and trial and error, especially if you don't have an expert or mentor to guide you, but through this, you will find that the mistakes make you more aware, confident and savvy. Every failure is experience.

On where founders should focus their financial energy…

Invest in the talent and skills you need to grow your business. Hire a core team. Find the right people, specifically people you can trust and are experienced in different areas of the business that you're not. For us, we searched for employees with experience in management, finance, product development, marketing, legal, and logistics. Outsource if you have to and bring in employees if needed. 

On the biggest money lesson…

Keep track of every expense and every (product) revenue stream. I learned early on to maintain positive cash flow, and hire or outsource a business manager, bookkeeper, CPA, etc. to keep track if necessary. 

On her #1 piece of financial advice…

Hire a core group that understands your brand and believes in your business, and find the best manufacturer to bring your creation to life.

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Gianna De La Torre, Jill Munson, Britta Plug, Co-Founders, Wildling

On bootstrapping over raising…

It felt very affirming to do this on our own. It was the ideal way for us to stay true to our mission without outside influence or pressure. It's exciting and empowering to be a self funded, female owned brand.  Empowerment is a big part of our ethos.

On the bootstrapping process…

We each made initial investments, started small, and put all the work. The first orders that shipped  around holiday 2018 were sent from Jill's dining room table. Gianna also had her first baby right around then, so it was a very intense time. The hardest part is the fact that you have to dedicate every free moment to your business, but the upside is that it pays off in the end. With each month, we have dialed in our operations and gained more insight into how we want to grow. As founders, we know our business so well because we have done every part of it. Looking back, we are all happy to have done it this way, but it is not for the faint of heart. It's great to have partners in a venture like this, we are very grateful for each other.

On where founders should focus their financial energy…

That varies from industry to industry, but we invested in the quality of our product and felt that would speak for itself.   That also included branding, eco - packaging, and premium ingredients.  We didn't invest in marketing, we focused on gaining traction via instagram.

On the biggest money lesson…

Some things are worth the big spend, and there is a lot you can accomplish at a very low cost using social platforms.

On her #1 piece of financial advice…

The time you put in is the most precious investment. If you're putting your money into a project, you should expect to put a lot of your time there as well—it makes all the difference.

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Roma Patel, Founder and CEO, Tejari

On bootstrapping over raising…

Tejari began the moment my passion for clean nutrition progressed into an urge to do something about it. I’ve always considered myself career-driven, but I never would’ve thought I’d start my own business. More importantly, I knew I wanted to do it on my own, with the help of my amazing advisory board. Starting your own business is stressful and challenging enough as it is—I didn’t want the added pressure and risk of an investor hanging over my shoulder, second-guessing my every move. As a startup, it’s important to learn and evolve as you gain customer feedback, and I wanted to be able to “lean in” to feedback.

On the bootstrapping process…

My husband and I have always been savers. In the beginning, we had a rough business plan and how much we wanted to “put into” it. However, we learned quickly that in a very competitive market, there are pros and cons to every approach when it comes to funding. For example, I wish I had a bigger budget to support content—content is SO important when it comes to a health and wellness product. Honestly, we can’t have enough. That being said, sticking to your plan as closely as possible will help keep you on the right track.

On where founders should focus their financial energy…

It really depends on your own business and the problem you’re trying to solve. For me, it’s simple—all of my energy is put into product development (aka, my partnerships with Registered Dietitians and Food Scientists) and content development. This allows us to educate our customer base on nutrition while teaching them how to incorporate our superfood protein blends into their diets.

On the biggest money lesson…

At the launch of my business, I got too creative-happy and invested too early in photography and branded assets. Although these are very important, I could’ve eased into this more by starting with the essentials and growing assets over time. Now that I’m creating new products as we speak, this lesson has been a great opportunity for me to take what I’ve learned and applied it to my launch strategy moving forward.

On her #1 piece of financial advice…

Don’t let the “big guys” get you down. I often have those days where I think to myself, “If only I had a team of people… If only I had…”. It’s so easy to compare yourself to other brands and get caught up in all the things you don’t have—before you know it, you’ve lost an entire day. There’s never enough time. That’s why it’s so important to control what you can and make the best decisions based on what feels right. Also, make sure to surround yourself with people you trust and who understand your business. I happen to work with amazing freelance consultants and am so happy to have them as my resource.

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Dr. Heather D. Rogers, Founder and CEO, Doctor Rogers RESTORE,

and Co-Founder, Modern Dermatology in Seattle.

On bootstrapping over raising…

I am very fortunate to be in a dual income household with a very supportive husband. We both work full time as physicians. When I started Doctor Rogers RESTORE, I did not want to be beholden to anyone that could affect the process. I am a perfectionist, I was doing something new and I was putting my name on it. The process could not be rushed or limited by having to meet someone else’s financial deadlines.

It took three years for me to bring my first product to market because it was to be used on healing skin. It had to be both safe and effective and that requires time for lots of testing. I also wanted to use only the highest quality, most sustainable ingredients and that is just expensive.  I am driven by outcomes so if it works better, if it is safer, and I am going to use it even if it is more costly. The beauty industry is about making money while I am about making things better. I needed the freedom to have that be the driving force in my decisions, not making money. 

If you are lucky enough to use your own capital, do it, but not to the point where you are putting your way of life at risk. Just know the more people who get involved earlier in the process the more complicated it can be to stay true to your vision. Also, never ask for money unless there is no other way through. Be creative and keep at it. 

On where founders should focus their financial energy…

I read somewhere that it takes five years and one million dollars to build a successful company. Whether or not that is true for your specific company, those are good guidelines to think about. Can you keep your day job to make ends meet for those five years? If not, you will need a business partner and then you have put a lot of work in early on in regards to what having that partner means, and what percentage of the company she or he will get. Having a good business attorney and accountant can help you not make missteps early that you may pay for in the years to come. Also, it is important to identify the core values of your business early and ensure that any partners respect these same values. 

On the biggest money lesson…

Good people are worth good paychecks. My greatest expense is my payroll but I get to work with amazing people who are incredibly good at their jobs. They get me, they get the brand and they understand what I am trying to do, which is now what WE are trying to do and that is a wonderful thing.  I could not get by a single day without my team. 

On her #1 piece of financial advice…

Make a line in the sand. How much money are you willing to spend on your dream? What are the variables that would change that number?  For me, I spent twice what I was willing to put in but the second half was to fulfill a huge order from FabFitFun so it became a calculated risk with a large, expected payout. It was still a scary time but it was a risk I was willing to take and it was the right choice.

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Arielle Olfers, Founder and CEO, The Southern Influence

On bootstrapping over raising…

I was raised to "never quit your job until you have a new one.” While working at an experiential agency full time, I took my first couple contract clients and worked nights and weekends until I was able to go out on my own. I didn’t have access to outside or personal funding, so I didn’t really have another choice. Bootstrapping our agency was the only way to go into business, and using my first available extra income to hire a trusted female partner (Caroline Dedeker) was one of the best business decisions I ever made.

On the bootstrapping process…

I stretched and overextended myself until I was able to bring on additional help–working nights and weekends, and picking up one-off projects. This went on for about six months before I was able to quit my full-time job at my previous agency. It’s not tenable long-term, but it prepares you for the challenges ahead. As far as challenges go, as a small business sometimes it feels like you’re on a see-saw. On one hand, business is going very well, but I am scrambling to find enough resources with the skill set I need. On the other hand, when business is slow I have employees on hand I am still responsible for. It’s a continual challenge to find the balance of retaining and growing talent, while retaining and growing business.

Another challenge I faced starting my agency was that sadly, not all women entrepreneurs are willing to help other women. Especially in PR, I experienced imposter syndrome, a competitive and oversaturated market, and a repetitive response of, “I’m too busy.” It took awhile to find my people, but once I did, I also found my voice and was able to put the imposter syndrome to bed. An observation I’ve made is that once I built up my network and my confidence, I started hearing from those busy folks wanting to be involved in the work we were doing. As frustrating as that is, I learned quickly that’s how the world of entrepreneurship works and looking back, I would insert myself more often and match that with being more gracious to myself and to others who might have been going through the same thing!

I would recommend the bootstrapping route to anyone entering into business ownership. Especially, in this time of free education on platforms offered like Create + Cultivate, Facebook, Youtube, and Instagram. There are endless resources available if you’re willing to do the research and the hard work. Another part of bootstrapping is being open to the advice and experiences of others while sticking to your internal compass. Stay the course, take it day-by-day and learn to bob and weave. We live by a few things at The Southern Influence: be nimble and kind, have grit, and be a f*cking pleasure to work with. Note: We didn’t come up with the last one, it was some of the first client feedback we received and we use it as a guiding principle.

On where founders should focus their financial energy…

Focus on making more, not spending less. It creates a mindset of abundance. Apart from that, time is money. Leverage contractor relationships to bring on help in your areas of highest demand. At TSI, we have a few editors, film crew and PR professionals on-hand whenever needs arise, and have had as many as three production or event jobs running in a single day. Film work is very seasonal, so having the ability to flex with demand helps us meet the need of our clients and their partners.

On the biggest money lesson…

Get a personal banking relationship. Bigger isn’t always better when it comes to financial institutions. Find a banker you can speak to. Someone who will listen and is excited about your business. You will have questions and you deserve to have them answered. Forming this relationship will give you someone to reach out to when you need help is one of the biggest lessons we’ve learned during a global pandemic.

On her #1 piece of financial advice…

Focus on your own uniqueness and realize what worked for someone else may not work for you. Apart from that, get a personal banking relationship and a line of credit on reserve so you’re prepared in the event of a crisis (hello, COVID-19).

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Alexia Wambua, Founder,

Native Atlas

On bootstrapping over raising…

I wanted to have creative control for my brand, as it is birthed from my facial treatments. I wanted to create products that I see a need for in my everyday life.

To me, keeping creative control gave me the freedom to create the products that I wanted. I have such a great test market with my everyday clients and I get their feedback on how they feel about our products.

It's not about chasing a trend to create a product, it's about seeing what is needed in the clean beauty market and in your everyday regimen. 

On the bootstrapping process…

I was working full time in the treatment room, and coming home to work on developing products essentially— I have two jobs. I naturally have an administration edge to me from previous jobs so I was able to figure out the logistics, but once you dive in and realize you are building from the ground up it is beyond having fun. 

In the beginning, I took out a small business loan but did not put anything on credit and it helped me get off my feet. It was my decision to do that versus having an investor. I then paid off the loans and figured out my cash flow to put back into the business. 

My advice to other entrepreneurs is to do as much as you can until you need someone—get as far as you can on your own first. It all depends on how much control you want and your plan on selling it in the future. I want to create products that people don’t want to live without, that are authentic and memorable.

On where founders should focus their financial energy…

It is very circumstantial to your brand for where you put your financial focus. You should look at the big picture, you may want to invest in your website, products, or photographer depending on what your specific needs and weaknesses are. 

On the biggest money lesson…

The biggest lesson that I have learned is that I don't have to have everything all at once. Doing too much too fast, in the beginning, taught me a lot about product development. I developed products for my clients based on what they needed at first. I decided to pair back on products and focus on quality versus quality and from there I learned to tighten up my assortment and ingredients. 

On her #1 piece of financial advice…

It is okay to utilize your network, you can create from anywhere and to outsource certain things that you don't have to handle, it’s all a part of being a small business. I have a lot of creative friends that I utilized from my label maker to my phenomenal photographer. 

There are so many details that are presented at the beginning that begin to evolve. From ordering to costs of shipping, packing and sourcing, timelines, and raw materials that you don’t necessarily know everything about until you get started. 

Don’t be afraid to do something, even if it is not trending.  If you have a story and it’s authentic, go for it.

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Taylor Elyse Morrison, Founder, Inner Workout

On bootstrapping over raising…

I worked at a startup where the owner bootstrapped for the first several years of the business, so that seemed like a logical way to start. As I started getting more exposed to the world of outside investment, I began to see bootstrapping as a way to be more intentional about Inner Workout's growth. I didn't want to be forced to hit aggressive growth targets in order to provide investor returns; I wanted to prioritize building a values-driven organization.

On the bootstrapping process…

I'm fortunate to be in a partnered relationship. Having a husband with a day job definitely made this road easier. We also had savings to help support us. I transitioned out of my role in a part-time position, which also helped me have a steady income stream. I'm naturally a scrappy person, so getting my hands dirty to build the business came easily. I struggled a lot with prioritizing my time. I think everyone's situation is different. Bootstrapping worked for me, but it isn't for everyone. Some people need the influx of cash to develop and grow their business. Some people want to build a unicorn company.

On where founders should focus their financial energy…

Business owners should focus on the tasks that generate revenue. There are tasks that are more exciting than others. There are opportunities that are flashy, but you have to really get clear on impact.

On the biggest money lesson…

Stay close to your numbers. It's hard to make effective decisions if you're not diving into your financials on a regular basis.

On her #1 piece of financial advice…

Test before you invest. You may have a brilliant idea for a company or a new product, but that doesn't mean you need to put all of your money behind it right away. Send out a survey. Collect pre-orders. Test the waters with a smaller scale product. This will save you so much money in the long run.

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Chelsea Scott, Co-Founder ,

The Beauty Spy

On bootstrapping over raising…

My team and I saw an opportunity to do something truly unique by importing Korean Beauty products and other global beauty innovations to the US that weren’t currently available for sale. With our collective experience and my personal experience on HSN, we felt the business model was one we could execute with low barriers to entry and relatively low overhead expenses. 

Since the direct-to-consumer space and HSN provided us a quick and direct way to reach our customers, we wanted to focus on making sales rather than focusing on raising capital. It was always our intention to invest sales revenue back into the business. 

On the bootstrapping process…

We started small with a focus on one or two products that we felt had the best opportunity for success, then invested our own money into inventory. Inventory has always been our biggest investment. As a curation platform for beauty innovation from around the world, we knew that our concept would only work if we focused on the best products. We were concerned that if we looked for outside investment that our focus would shift from the product to investor relations. Because we were self-funding, we were sometimes faced with the challenge of deciding between two products or limiting the inventory on others. When you don’t have tons of cash flow or investment at the beginning, it sometimes felt as though we were missing opportunities. 

Every business is different, but I would recommend self-funding as long as possible because you can maintain the most ownership and control of your vision for the company. 

On where founders should focus their financial energy…

I think each business is different, but I have always found that if you truly develop and make a product that solves a problem for real people, you can really make an impact and build a business. Spend time on learning about the solution you are providing and make sure you have a viable product that people want, then invest your money into making that. When you are small you don’t need to sell to everyone, you need to find your first customers. 

On the biggest money lesson…

Budget for the unexpected! It is hard to budget for things you may not expect, but from all my experiences something always comes up. Be ready to cover an unplanned expense. That may mean using a credit card or adjusting budget.   

On her #1 piece of financial advice…

It is always going to cost more than you think so think ahead, cut any expense that is not needed or working. It is better to trial and error quickly than to let expenses build up. The hard work and sacrifice are real but when you begin to turn a profit, with no outside help, just your team's sheer belief in what we are doing, it’s the greatest reward of all.

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Pooja Bavishi, Founder and CEO, Malai Ice Cream

On bootstrapping over raising…

Most food businesses, at their early stage, are not investable. Typically, they need traction in order to be able to take on debt or give away equity. However, there are other resources available for startups ranging from crowdfunding to grants. When I started this business in 2015 bootstrapping was the best and only option for me. Looking back, I am truly happy to have taken that route as it gave me the control to make 100% of the decisions that now define Malai. 

On the bootstrapping process…

I self-funded my business with personal savings, and with some assistance from my parents. During the first six months, I focused on proof concept, which allowed me to stay extremely lean financially while still developing opportunities. This ensured that I wasn't spending more than what was coming in without knowing the types of opportunities that would arise in the future. 

On where founders should focus their financial energy…

I think it's important for a business owner to always be comfortable with all finances. The nature of business is capital intensive, and you need money to grow.  So even with all other responsibilities, business owners should always be seeking opportunities and feel comfortable to fundraise. 

On the biggest money lesson…

You always need more than what you think you do, and you need to plan for unexpected events.

On her #1 piece of financial advice…

Although all financials are important, make sure you have a strong understanding of your cash flow. Above all else, it is important for business owners to know the money that is coming in, and more importantly, going out. 

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Courtney Claghorn, Founder, SUGARED + BRONZED

On bootstrapping over raising…

I started my business when I was 23 years old and to be completely honest, I didn’t even consider anything other than bootstrapping because I knew nothing about the capital raising process, nor did I think that anyone would invest in my concept at that age and lack of real-world experience. I started S+B out of my apartment in an effort to keep start-up costs low and become profitable from early on so that I wasn’t dependent on outside funding to grow the business.  

On the bootstrapping process…

My boyfriend, co-founder, and I each put in $500 initially and continued to reinvest profits every step of the way. In the first few months of getting the business off the ground, I kept my “corporate” job and would take clients on my lunch hour or after work (because fortunately both my office and my apartment were located in close proximity within Santa Monica). Once the business began to gain traction, I quit my job and looked for our first retail location.

I used the (very small) amount of accumulated profits to pay for the build-out of the first location on Montana Avenue in Santa Monica. We weren’t able to afford anything fancy so we continued to focus on providing great services and creating a welcoming environment. As the business continued to grow, I took the smallest paycheck possible and re-invested most profits and took out SBA loans to open additional locations. We didn’t raise our first round of funding until we reached 10 locations.

On the challenges she faced…

We faced many contractor and architect issues in our early years. We knew nothing about the construction process and it was definitely a learning curve. We also quickly realized that everything becomes more expensive with expansion—legal fees, insurance, etc.  In an effort to remain lean, we tried not to hire additional people until we undoubtedly couldn’t handle the work ourselves and in retrospect, it was often too late. We often found ourselves working around the clock to the point where it was incredibly stressful and probably not healthy. 

Despite the difficulties, I would recommend bootstrapping to other entrepreneurs if at all possible. I know that some businesses are literally impossible to start without funding, but a lot of businesses raise money from the beginning when it wasn’t absolutely necessary. I think that bootstrapping is a great way to remain nimble and take time to truly understand your business, the customer, and what the customer wants. It creates a culture of frugality and forces everyone to only spend money where it’s necessary.

 As much as I admire entrepreneurs like Sara Blakely (founder of Spanx) who never raised money, I know that’s not realistic for everyone. We even decided to eventually raise money with S+B, but it was after many years of business and thoughtful consideration. Although bootstrapping in the early days can be hard, it creates a foundation that will likely make you more successful in the long run, even if you do choose to eventually seek outside funding.  

On where founders should focus their financial energy…

I would say the highest priority is spending money on your core business products and/or services (in terms of hiring and training). Beyond that, it’s most important to focus financial energy towards resources that allow you to track your ROI, such as digital advertising.  

On the biggest money lesson…

I would say that my biggest money lesson has been to question every business practice that costs money, no matter how standard it may seem. No matter how intelligent some of us are, I think that the herd mentality can still lead us astray at times.  I have seen some really smart people spend large of amounts of money on business services because it seems standard or unavoidable, but when you get in the habit of questioning all spending, you begin to realize that a premium price tag can often be avoided with a combination of creativity and hustle.

On her #1 piece of financial advice…

My financial advice for new entrepreneurs is to stay lean for as long as possible. The business naturally gets more expensive as you grow, so why would you want to load up on unnecessary expenses early on? Much like a lot of things in life, it’s much more difficult to take away extra support and resources after getting used to them than adding them once you realized that you really need them.

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Christina Uzzardi, Founder and Chief Glow Giver, Cheeks & Co.

On bootstrapping over raising…

After consulting with mentors and other business owners, and going the equity fundraising route for almost a year to no avail, it was clear bootstrapping was my only option to launch the business. Without 1. a clear proven business model (I didn't have that yet since we were pre-revenue) or 2. a successful previous exit (I didn't have that either) equity financing probably isn't going to happen. Our only options were Friends & Family (not an option personally) or debt financing so I took the quickest, most realistic path. I saved the fundraising for further down the road. If I was going at it alone I knew that I had to be very smart with every dollar spent, and invest in the right areas.

On the bootstrapping process…

I self-funded the business primarily through an SBA Startup Loan. The process was long and tedious. From start to finish it took nearly a year from the time I decided to go the debt financing route. Financing your start-up through an SBA Loan involves a lot of red tape. Our entire construction and build-out was micromanaged from the lender, down to the last dollar spent but it was the best thing for my small business since it really helped me analyze my spending. It was an added layer of protection.

I would recommend debt financing for a startup. Of course only if you have the credit and means to secure a loan. Again, it's not easy. But not being tied to investors, especially in the beginning is the best thing you can do. You retain control and can truly build the brand you set out to build. Investors typically require huge returns, and as a small business, your focus should be building a brand and a successful business model. And when you take money from friends and family it can get complicated.

On where founders should focus their financial energy…

Understand how the money flows. It's important to find a good accountant that understands the big picture and can help you successfully set up your books. If you aren't a numbers person, don't kill yourself (and your business) trying to be.

On the biggest money lesson…

If I could go back I would have secured a larger runway/working capital cushion. These past three months since COVID-19 have been very challenging. It's no fun to have to go back and raise or secure more financing so soon after opening.

On her #1 piece of financial advice…

I realize this advice may not be the most ideal for certain businesses like high growth tech startups, but I firmly believe that #1 most important thing is to build a working, profitable business model before you launch! Be clear on your profit margins, and how they work in the overall picture of your business. Oh, and don't set your prices too low. It's a lot easier to lower your prices than to raise them.

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Natasha Samuel, Founder, Sol Studio, Instagram Strategist and Host of The Shine Online Podcast

On bootstrapping over raising…

I decided to bootstrap my business because at the time it was the only route I knew to take. I was still in college figuring out how to not be "broke" so I was scrappy with the tools and investments I made to ensure I was bringing in money first before I put a financial strain on myself. While I outsource and invest in more tools now, I still keep that mindset of only investing in what will move the needle further in my business.

On the bootstrapping process…

I self-funded my business by using my financial aid at the time to support my personal expenses while only spending the money I brought into my business on expenses. In the first few months in business, I wasn't making enough to fully support those expenses, so I eventually had to live at home for a short time which was a difficult but necessary choice to make. I'd recommend staying within your means to other entrepreneurs starting out whether that means keeping expenses low, moving home, getting a part-time job, or making sacrifices to fund your dream. Looking back, I wish I had savings to fall back on but since I was so young I ran with what I could by making sacrifices and being scrappy with free tools and the skills I already had. 

On where founders should focus their financial energy…

The most important financial investments are things that are necessities for your business, especially during the early stages. It's so easy to get caught up in needing to have a website, branding photos, logos, and assistance out of the gate but you truly don't need those until down the road. Focus on what you need to make money, for me it was scheduling tools for social media posts, a CPA to help me with my finances, and a CRM for managing my clients. Every other tool or outsourcing task I could figure out with a free tool or I could wait to implement until I was ready. Don't get distracted by the sexy things, focus on what makes money. 

On the biggest money lesson…

The scariest investments that are made with intention are always worth it. When I looked at a problem I had with my course sales funnel and page, I knew I need experts to help me improve it for my next launch. Spending $1K+ during a pandemic did not seem feasible, but it led to a $10K launch and an improved funnel that can be refused over and over again. Smart investments in people and tools that save you time and money for a better result.

On her #1 piece of financial advice…

Separate my bank accounts from day one. This is something I wish I did so much sooner to make taxes easier and managing my money less stressful. I now have separate accounts for business and personal checking accounts, savings, and emergency funds. Instead of meshing the personal and business together, keeping them separate helps me spend wisely and stay in my means while protecting myself for crazy situations like COVID-19.

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Dave, Devon, Michelle, and Sydney Carlson, Co-Founders, Wildflower Cases

On bootstrapping over raising…

Our company started by an accidental run-in with Miley Cyrus in 2012 where she fell in love with a phone case that my mom had made for my sister and I. My family saw an opportunity to start a business and the timing was perfect because we started receiving orders the next day which helped fund the companies growth immediately. 

On the bootstrapping process…

From day one, we decided to keep our overall costs as low as possible. However, whenever we needed to purchase supplies, etc. we used credit cards that had reward points and we pulled from our savings account. The only challenge was that we grew a little slower since we were self-funding. We would definitely recommend this route to other entrepreneurs because you end up owning 100% of your company versus having to give up equity to an investor. 

On where founders should focus their financial energy…

During start-up mode, all of our funds went to buying inventory. So for us, our focus was on refining our cost of goods.

On the biggest money lesson…

Don’t feel the need to do everything. Stay focused on what you’re good at and perfect it. Perfect the costs, perfect the cost, perfect everything. 

On her #1 piece of financial advice…

If it’s not broken, don’t fix it. Get creative and don’t be afraid to DIY. We live in a time where we’re able to run a company out of your own home. Try not to compare yourself to the flashiness you see around you, thinking you need a huge office space and a big team. Start small and work hard. Let the growth happen naturally

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Tiila Abbitt, Founder, Āether Beauty

On bootstrapping over raising…

I wanted to bootstrap my business because I wanted to have creative control. As a product developer with a fine art background, the design and formulation is not something I was willing to compromise. I had a vision of a brand and I wanted to create it. 

On the bootstrapping process…

I remortgaged my home in order to take out $100k to bootstrap this business. There are many articles out there that say you need a million dollars to start a beauty brand, and that's completely true. So as you can imagine, I had to be scrappy, very scrappy. And I still face financial struggles, since I have not taken any outside funding, I'm still bootstrapping. I have not paid myself a dime since I launched the brand two years ago which is hard. All of the money goes back into my business and I could definitely be building it a lot faster and louder if I had the financial means to do so. But there is so much I am not willing to compromise on ethically-sourced ingredients and sustainability, I have yet to meet an investor who would not interfere with that integrity, who believes in what I am building as much as I do.

I set out to change the industry and it's changing. No one was talking about sustainability in prestige beauty or ethically sourced chid labor-free or fair wage ingredients. Aether Beauty is the only fully recyclable makeup brand in all of Sephora in our current recycling streams. And other brands are noticing and following. The EPA reported that 1/3 of the landfill was from the beauty industry and it's an addiction to single-use packaging. I'm very happy to be leading this change. 

On where founders should focus their financial energy…

I think it depends on the business strategy, but if you are a DTC brand, you're going to be paying to play and it costs so much money in advertising to make a DTC brand successful. So you'll definitely need to take on investors from the start. It's why I went the retailer route because the right retailers can help build brand awareness as well. And there are numerous studies out there that show DTC has now surpassed the costs it takes to launch a brand at a retailer with how much you have to spend in marketing and ads that if you are small without a lot of funding, retailers can be a great way to help build your brand.

On the biggest money lesson…

Cash flow is always hard, especially bootstrapping. But just because you can get some doesn't always mean you should take it. I've had investors knocking since day one and it was never a harder lesson. I never knew the investor world prior and when I heard someone wanted to invest, I took the meeting. I spoke with so many investors that took months and months of meetings. It's like dating, everyone loves each other at first and then the closer and closer you get, if you sneeze wrong, they look for a reason to say no.

I've had some investor offers as well and they were just so founder unfriendly in the terms, I'm very happy I was able to say no. The stats say 2.2% of funding goes to women, and it shows. I've never been more demeaned in meetings with men who do not understand the beauty landscape or let alone the ethical beauty category I am building. And if I just had any insight, I wouldn't have taken so many meetings where I could have put that time and energy instead into building my brand. As the only employee for my whole company, my time is most precious. 

On her #1 piece of financial advice…

Always take into account that you will always need more money than you anticipate and plan for a rainy day.

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Kristy Hunston and Grace O’Sullivan, Co-Founders, Avoila

On bootstrapping over raising…

For us, there wasn't any other way. We were excited to go out on our own, leaving the corporate world behind us, and that meant that we were going to be financially responsible for launching Avoila.

On the bootstrapping process…

In the beginning, we agreed on how much we were both going to invest, knowing of course that we'd have to revisit this conversation as we moved through the process should the needs of the business change. Rather than putting this agreed-upon capital into the bank right away we made investments as needed which felt like the responsible approach.

Since we are self-funded, we have moved more slowly than brands with major investors. We felt that we had to be extremely thorough in our search for any creatives, manufacturers, and vendors involved in our bootstrapping process. We had to ensure that not only were the partners able to meet our quality standards, but they also needed to work within our budget while adhering to our brand mission and story.

While it may have taken longer to launch, we highly recommend taking the time to make a solid plan to other entrepreneurs (if the means exist) because it helped us build a strong stable foundation to grow and expand from.

On where founders should focus their financial energy…

For us, the biggest focus was on creating a quality product that produced results. So we concentrated on product research, development, and manufacturing (including conscious ingredient sourcing).  As consumers ourselves, you can tell when a brand hasn't put thought, time, and effort into their product.  As Founders of Avoila, it was important that we delivered a high-quality product that would translate into positive results for our consumers and repeat sales.

On the biggest money lesson…

Our business launched in February 2020 so we are still learning financial lessons. If we had to talk about one lesson, it would be around evaluating the best use of our money. For example, we chose to put a significant amount of our money into a marketing channel that has a very low promise of return because we felt that it would increase our awareness and credibility as a new entrant to a saturated market. The return on investment has been lower than expected, and we now realize that our money may have been better spent on new product research and development.

On her #1 piece of financial advice…

Be thorough, but not so thorough that you're paralyzed. Enjoy the process and possibilities of taking risks.

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Why Your Next Blog Post Should Be Evergreen

Photo: Ekaterina Bolovtsova from Pexels

Evergreen content. You’ve probably heard that it’s super important for your blog, but often people forget to mention why that is and how you can make it work for your blog specifically.

So first, let’s cover the basics. Evergreen, or pillar, content is content that lasts all year round, for many years—just like the leaves on an evergreen tree. For blogging, this means that your post continues to attract readers to your site continuously after it is first posted.

Your evergreen content is often your most popular because new readers keep finding your site through these “pillar” posts.

As these types of post support your site with visitors in the long term, they need to really reflect your blogging brand and niche. They are the pillars or building blocks of your blog. When your posts do reflect your overall focus, the visitor to your site is highly likely to find other content on your site interesting and stay a little longer to look around.

Let’s break it down.

Why evergreen content?

For us busy bloggers and biz owners, every moment is important. We wear so many different hats, being writers, social media whizzes, educators, salespersons, and more – you don’t need me to tell you our time is pretty stretched.

That is why evergreen content is the must-have type of content for your blog. Why? Because it has the biggest return on investment for your time (ROI).

Rather than constantly producing new content that will be forgotten the next week, your time is much better re-paid by producing content that people will continue to visit weeks, months, and years later. A few hours of work for continuous return in visitors. Sounds good, right?

Even more importantly, by creating your evergreen content intentionally, the visitors it continues to attract will be the right kind of visitors. They will be interested in your blogging niche. This makes them more likely to click through to other posts on your site, sign up for your mailing list, share your content, and buy your products and services.

Pretty valuable visitors, huh? And the content that keeps them coming – even more so.

Spoiler! You have already posted evergreen content!

Some of your existing blog posts will already be pillar content.

You can usually find these types of posts by looking at your analytics. Which posts attract the most page views? Which attracts the most engagement through comments, likes, shares, and pins? These are the current cornerstones of your blog.

If these posts accurately represent your blog’s niche, then use them to guide the next blog posts you create. Look for a trend and create posts from different angles on the same theme.

Let me give you an example. I discovered that recipes including chocolate bars were really popular on Knead to Dough, so I produced more of those. As expected, these have all moved up to my most viewed posts and continue to bring visitors to my site. My target readers are foodie bloggers which many of these visitors are, but not all of them.

I also discovered that my how-to-style blog posts continued to attract traffic. As these directly appeal to my target reader, and the recipe posts offer valuable case studies to them, this is the most valuable of my two types of evergreen content.

It brings the right people to my site to then look at other recipes and my blogging posts. They are also likely to sign up for my free resource library, which includes some guides specifically for foodies as well as general content resources.

How to use evergreen content on your blog

So you know how I use evergreen content to boost traffic continuously for Knead to Dough, but how can you apply it to your own blog?

You’re already starting to assess your popular posts for their suitability as pillar content for your blog and using them as inspiration for more.

You can also create pillar content by creating content that is already known to be successful, shareable, and regularly searched. How-to and list posts are typically very popular as they usually provide in-depth, valuable, actionable advice.

The key to writing successful evergreen content is to provide as much value as possible. Pick your frequently searched niche topic and cover it in depth. Don’t leave your readers with unanswered questions at the end. If your content is valuable and informative, people will continue to find it useful.

“The key to writing successful evergreen content is to provide as much value as possible.”

Set yourself the challenge to make every blog post evergreen for the next month. If you can, challenge yourself to do this forever.

Tip: Don’t forget to update pillar content as and when changes occur that apply to that topic.

The takeaways?

• Evergreen content gives you the best ROI for your time

• It attracts the right kind of visitors who are likely to subscribe and buy

• Create content intentionally to attract these visitors and provide them lots of value

• How-to and list posts are great options for creating evergreen content

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This post originally appeared on Blog Society. Lauren Fraser helps other blogs and businesses (especially foodies!) transform their social media and blogging strategies to get the traffic, engagement, and leads they want. You can find blogging resources and guides on her site, Knead to Dough, with a pinch of delicious recipes thrown in for good measure! 

This story was originally published on September 24, 2016, and has since been updated.

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1099 Lyfe: 6 Apps and Tools You Need to Be Your Most Productive

Photo: Ekaterina Bolovtsova from Pexels

Oh, the freelance world. Charming in its lack of predictability, cutthroat when it comes to competition, and total chaos when it comes to organization.

When it’s you vs. your inbox, deadline, receipts, mileage, and hustle there is a lot that can get lost in the fray. Until now.

It’s 1099 problems, but an app ain’t one. We’re rounding up some of our favorite apps and tools for freelancers to make life, organization, and even next year’s taxes that much easier. That way you can focus on the important stuff: like entrepreneur world wide web domination.

WriteRoom

Are you prone to distraction? Symptoms include: checking Instagram before reading a full paragraph, shopping online, vanity googling, googling exes, checking your RSS feed, and getting in Facebook arguments with your grandma. When you’re a freelancer, everything and anything is a welcome diversion. WriteRoom is a full-screen writing environment to minimize distractions and is super helpful when it comes to re-disciplining yourself. It’s obviously great for writers, but it also works when brainstorming ideas for brands. It’s a way to block out the noise and focus on the ideas in your brain.

“Block out the noise and focus on the ideas in your brain.”

MileIQ

If you use your personal vehicle for work, every mile you drive is worth 58 cents in tax deduction of mileage reimbursement. But logging that? Forget it. (And you do.)

The average MileIQ customer is logging $6,900 in mileage deductions. It’s an app that catches every drive, easily classifies drives as business or personal, and gives you a report with the push of a button.

Receiptmate

This is a fully integrated companion app for Evernote (also useful) that allows you to scan your receipts directly into Evernote, enter the amounts (or highlight the total and the app will read), organize and tag, and report on the totals. You don’t need an overcomplicated filing system or that shoebox under your bed (or worse, the center console in your car) because you can throw your receipts away after you scan them. Bless.

Apple Notes (yes, Apple Notes)

The notes app has come a long way. (Remember when everyone was jumping Apple ship to use the aforementioned Evernote?) You can collaborate with multiple people, live, in the notes app. For a freelancer, this means you can create interactive checklists and save time bouncing ideas back and forth in email. Even if you work alone, collaboration is crucial.

Stay Focusd

Have you ever thought, “Gosh, I would be so successful if it weren’t for the internet? Stay Focussd is a tool that blocks the amount of time you can spend on time-suck sites. It’s an app you manage yourself and is customizable. The way it works is simple. You choose the sites you want to block for a specific amount of time. If you are a freelancer who is chronically obsessed with social media, this app could help you immensely.

Toggl

If you need help tracking your hours, Toggl is the leading timesheet app for tracking hours. You can set multiple billable rates for various projects and you can organize as many projects as you can possibly juggle. They say that if you can measure it, you can improve it. Knowing exactly how long it’s taking you to complete certain projects will help you adjust billing and helps increase productivity. 

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This story was originally published on June 16, 2016, and has since been updated.

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An Exclusive Look Inside Kendra Scott's Jaw-Dropping Austin HQ

The gorgeous entryway. 

Need to workout? Burn off some stress? No problem. 

How about a mani? 

That can happen too. 

Pumping room for new mothers. 

Clean, elegant, and oh-so-inspiring. 

The entryway to Kendra's office. 

Where Kendra sits. 

The top-secret R&D room.

Where ideas come to life. 

Many of us may be working from home right now due to COVID-19, but what if we told you there was a magic place where you could work, workout, get your nails done (for free!), huddle up in a huddle room with co-workers, grab snacks from a FULLY stocked snack room, and also, if you're a new mom, pump in private? 

Well, guess what? For the 98% female employees at the Kendra Scott HQ in Austin, Texas that is (or was) their every day. Don't believe us? Take a quick peruse through the amazing gallery above (including shots of Scott's gorgeous office as well). If, or when, we have to go back to commuting to an office again, this is the only workspace that will make that lost hour worthwhile.

Consider this space proof that dream jobs are real. As Scott told us during our #CreateCultivateSXSW 2017 dinner, which was hosted in her gorgeous office space, “You’re having dinner inside my dream. I was told ‘no’ so many times— that you can’t be a brand out of Texas. But,” she said with a smile, “I love it when someone tells me I can’t do something.” Same, Scott. Same.

This story was originally published on April 6, 2017, and has since been updated.

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Slow Stories: Why It’s Important to Slow Down as a Digitally Minded Founder

Photo: Courtesy of Slow Stories

As we collectively experience an intense period of isolation and uncertainty due to COVID-19, we must also embrace the opportunity to (re)learn how to live in the moment. Since the inception of Slow Stories, themes around presence and slowness have informed so many conversations with my guests. Enter Jessica Latham of Social Studies. 

In honor of the recent launch of Slow Stories Podcast season four, I'm thrilled to share an exclusive (and particularly relevant) follow-up portion of my chat with Latham here on the Create & Cultivate blog. If you haven't had a chance to listen to the episode yet, Latham is the co-founder and CEO of Social Studies, a modern party rental company that offers a variety of tablescape designs and products that make it easy to plan the party of your dreams.

While this episode was conducted before any of the challenges that arose from COVID-19 began, the topics explored in this conversation transcend our current landscape and offer an essential reminder: community is a gift. Enjoy the full episode here and discover even more insights from Latham below. 

RACHEL SCHWARTZMANN: Why is it important to slow down as a digitally minded founder? Can you share an instance of when slowing down inspired innovation at work?

JESSICA LATHAM: Slowing down is so important for thinking about the bigger picture. Sometimes we can get so caught up in the day to day to-do's, and it's extremely important to find quiet time to think and strategize. I'll take a day or two a month for myself to work from home for this reason. I also find that my biggest ideas come from times of quiet and reflection—usually during a run or long walk by myself. 

Based on your professional experiences, what would you prioritize as the top three pillars of "slow" content? Are there any stories or content series from Social Studies that you can point to or that you think really embody this practice?

From my perspective, we're talking about content that is truthful, thoughtful, and authentic. We try to instill all three of those things into everything we do at Social Studies. How are real people entertaining and gathering? What's it really like to throw a big event? We have a section on our editorial site called Hungry, Sober & Mad that talks about party disasters. Authenticity is what Social Studies is all about. Gathering, slowing down, being together in real life, sharing moments and memories—but in a very real way. We always say parties are not perfect. What matters most is just getting together. Spill the wine, who cares! What's more authentic and real than that? This is the good stuff in life. 

In our podcast episode, we spoke a lot about being present. Is there a particular piece of content or story that made you "stop in your scroll" and inspire you to reconnect with the world around you?

I'm honestly inspired every day. I love to see how our customers are using Social Studies and how our product is bringing joy to their lives, helping them connect with others, and create memories. It genuinely makes me so happy and so grateful that I get to do this for work. 

With a literal slow down of content comes the need for more experiences. How do you think events can serve as a form of slow content/thoughtful storytelling?

The real content of life is our memories. The things that stick with you, in your DNA forever. The constant content and media coming at us on a daily basis is fleeting. What sticks are our experiences; our memories. These experiences become the stories of our lives. It's the most important content there is. We hope to inspire people to gather more, put their devices down, and truly let life in. 

Do you have any final words of wisdom that you'd like to share regarding slowing down, creating enduring content strategies, or building a conscious business?

I think, as founders, we have a responsibility to be thoughtful about what we are putting out into the world. We should be asking ourselves everyday questions like: is this authentic, is this true, how will this make our readers and customers feel? We should be inspiring each other, lifting each other up, and bringing people together. Community is what gives us hope, joy, and makes us feel alive. If you create content and business with these things in mind, it will endure. 

About the Author: Rachel Schwartzmann is the founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.

You can follow Rachel at:

The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)

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Ask an Expert: How to Boost Your Engagement and Build a Following on Instagram

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Create & Cultivate

Have you ever found yourself on a rollercoaster of emotion when it comes to Instagram? One day you’re flying high and people are clamoring to engage with your content—and the next? You’re shouting into the void with only crickets to respond. It’s time to ditch the not-so-fun ride and cruise into sustainable growth, engagement, and community building.

In this installment of our Instagram Live series Ask an Expert, Dre Fox, the CEO and founder of TimeOfDre Media, lays out a framework to follow to boost engagement, build sustainable growth, and cultivate a community on Instagram. Scroll on for her tried and true tips and be sure to follow Create & Cultivate on Instagram to tune into our next Ask an Expert Live.

Why Does Engagement Matter?

Instagram is a fickle platform that judges success by your ability to create conversation and interest amongst your online community—a.k.a. you keep people on the platform. So IG favors those that receive high engagement as a way to incentivize that creator to keep going, but also the platform reaps the rewards of your community building.

In short, the more engagement—likes, comments, and shares—you get, the more Instagram will push you in front of new eyes.

Engagement Is Not What You Think!

Creating an online community is not a product of spending 10 hours a day on the platform dropping “cute pic” comments on everyone that you see, it’s the product of alignment.

Here is how I like to break it down:

When your message, your audience, and your content are all aligned, you can easily boost your engagement, your following, and your impact within the online space.

So, Let’s Break It Down

Find Your Niche

The specialist advantage or “your niche” is the most critical piece to nail on your Instagram page, because if your profile is hard to understand, most won’t click “follow,” which results in lower engagement.

So ask yourself, what topic or area can I provide the most insight or help to someone else in the online space? This doesn’t mean you need to be an award-winning expert or a top person in that space, but where can you draw the most insight and knowledge?

We want you to be a “go-to” or a wealth of knowledge to one group of people!

Attract People Who are Invested in You

If you truly want more engagement, you’ll want to have an audience of people that are invested in your content and inspired by your words. That can’t be created when your audience is filled with the wrong people.

So your first task is to revamp your bio to be geared towards your new topic and the people that would be interested in your niche. The goal here is that once you’ve made over your bio, you can hand your phone to a stranger and they’d be able to clearly state what you do and what you talk about!

Create Valuable Content

Think back to the best friend or mentor you ever had. They likely helped you, made you feel good about yourself, made you think deeper and pushed you to be better. This is your job on social media as well!

People are HIGHLY attracted to those that add value to their lives, for free.

So, identify the top 10 problems someone in your niche is having and break it into the following categories:

• Tips

• Example: 3 tips about (problem 1)

• Advice

• Example: Ways to avoid (problem 2)

• Resources

• Example: Struggling with (problem 3)? Here are some apps for….

Once you start creating value-driven content for your aligned audience, engagement will naturally increase without having to spend hours a day engaging.

Be a Champion of Others

Picture this, you get a nice comment, a thoughtful comment on your post from someone, you take a look at their profile and realize they’re speaking about topics you have interest in—you are clicking follow and bingeing their posts.

Conversely, you get a “cute pic” comment from an account that has nothing to do with your topic. You’re not going to follow them, right?

It’s pretty simple really, engagement is most effective when your heart is actually in the game and you’re trying to build an audience of like-minded people, not collecting likes.

Some best practices around active audience building is to comb through related hashtags and competitor accounts for people that will LOVE your content. Reach out, leave them a nice comment, engage with their stories and encourage a future relationship!

Once they are able to pop over to your page and see that you have amazing and helpful content, they’ll click that “follow” button and become a long term fan.

So What Does This All Mean?

It means that engagement is not about working more or working harder to scour the internet, it’s about being intentional and thoughtful with the relationship we are building. Having that narrow focus and an audience full of excited fans will carry your account much further than one full of thousands of dead accounts.

It’s time to niche down, create more value for others and spend your time creating relationships—the true secret to increased engagement!

“T

he more engagement—likes, comments, and shares—you get, the more Instagram will push you in front of new eyes.”

—Dre Fox, Founder and CEO, TimeOfDre Media

About the Expert: Dre Fox is the founder and CEO of TimeOfDre Media, a Forbes and Washington Post featured social media agency located in Austin, Texas. After many years of helping Fortune 500 companies improve their social experience and brand awareness online, Dre was inspired to focus on building the brands of small businesses and public figures. Her core passion is helping people just like you, realize their dreams online.

Right now, TimeOfDre is offering 30% off The Elevated Instagram, a foundational Instagram course using code: CC30 for all readers of Create and Cultivate. Please check out Dre over at Instagram for more free social media advice each day.

Psst… Want more intel on how to build a following on Instagram? Buy your ticket for C&C’s Digital Beauty Summit on Saturday, July 25th to tune into Dre Fox’s IG workshop.

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C&C Pro Tip: How to Get Paid as a Freelancer (and Know Your Worth)

Photo: Smith House Photography

Why does talking about money make people uncomfortable? It’s something we all need. We spend it on a daily basis. We always want more of it. So why is it that talking about it is seen as taboo?

When it comes to your professional career, the first thing you’ll want to get over is any fear or discomfort you have when it comes to talking about money because guess what? Your boss or client is only going to pay you what they think you think you’re worth. They didn’t teach you that at university, did they?

When you’re a freelancer, how much you get paid is up to you and the only way you’re going to continue to put money in the bank is if you’re comfortable talking about it. For today’s Pro Tip, I’m going to share tips for how to communicate your value.

Why It’s Important

Understanding your value is important because it helps you enter into conversations knowing what you and your potential client should work towards together.

Remember, freelancers and clients create a circle: You should be getting as much value out of the relationship from working with them as they are getting from hiring you.

Beyond the quantitative factors in establishing value, qualitative factors like expertise, convenience, and reliability also play a vital role.

Consider adding to your value if any of the following apply to you:

• You specialize in a high-demand field or in a particular area not many people are experts in

• You can provide something to the client no one else can (i.e. You have a direct line of contact to a company they’ve been trying to pitch, you can translate copy into different languages saving them money on additional services, etc.)

• You create convenience by knowing exactly what to do and getting the job done quickly

When it comes to the quantitative aspect of value, research what full-time employees who do what you do get paid annually. Then take the added value you provide and use this hourly rate calculator to determine a rate that embodies the value you know you can bring and that makes you excited to do good work.

The Scenario

(For this post, I’ll create a common scenario and break down the best way to communicate a clear and effective message.)

You’re on a call with a potential client and have decided this is a project you’d like to work on. It’s perfect for your expertise and it would help progress you and your business forward. The scope of work is challenging but you’re up for the work ahead. The client expresses she would love to work with you and asks you how much it would cost to complete the tasks she’s outlined.

Say this:

“This is a project I’m excited to work with you on. I would need to take time to evaluate everything we discussed to determine how many hours I’d need to complete these tasks. With that in mind, is there a particular budget you have for this project?”

Don’t say:

“I can do this for $X-amount and have it to you by next Tuesday.”

The Breakdown

While it’s always nice to show enthusiasm, the last thing you want to do is be quick to commit yourself to a number or deadline without knowing all of the details. It’s important to determine your client’s budget so you can realistically state whether this is an opportunity you’re able to take on.

When I’m on a call like this, I’m adding hours up in my mind as the scope is discussed so at the very least I’ll have a ballpark of how much time it the project will take. If I know that a project will take at least $2,500 of my time to complete but they only have a $1,000 budget, I can confidently communicate on the call that the budget they have isn’t enough to support the value I can bring.

If you find yourself in this situation but still want to work with the client, try communicating the following:

“That budget may not be able to support the amount of time I’d need to dedicate to this project but I’d still love to work together. Would you be willing to add more for the right person or consider reducing the scope of work? I can put together what I’d be able to accomplish for that amount if it would be helpful.”

If you find yourself in this situation but the budget they have isn’t something you’re willing to work with, say this:

“I’ve really enjoyed learning more about this project but that budget isn’t enough to support my value and the amount of time I’d need to complete this project. I’d be happy to look into my network and recommend someone else who may be a good fit and hope there’s an opportunity for us to work together soon.”

Turning down an opportunity might seem like a hard concept but the jobs you turn down are just as important as the ones you take on. This messaging establishes your value in a professional way and if the client really wants to work with you, they’ll either find more budget or reach back out for something bigger and better in the future. This also keeps you available for an opportunity that will be able to afford what you can bring to the table.

What financial situations have you found yourself in that you wish you had communicated better?

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

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This post was originally published on April 9, 2019, and has since been updated.

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