"*Authenticity* is what will build trust and connection" with Jenna Miller

Photo Credit: Jennifer Casey Photography

Jenna Miller is Creative Director of Here Comes The Guide, a women-owned and operated wedding website that plays a venue matchmaker for engaged couples. Working for a bootstrapped small business has taught Jenna a lot about entrepreneurship, the importance of company culture, and embracing a gritty everything-is-figureoutable mentality. After a decade in the wedding marketing trenches, Jenna launched her side hustle Absolute JEM where she designs bold brands and Showit websites for fabulous female entrepreneurs.

Can you tell our readers about your background? 

I began working for the wedding website Here Comes The Guide in 2009. At the time, there were just 9 women on staff and I started in sales. I spent seven years working my way up in the company. The great thing about Here Comes The Guide is that we’re encouraged to develop our own roles, based on what we're passionate about.

So I did just that. I’ve always been design-oriented and visionary, and knew I wanted to take over the creative direction of the brand. I weaseled my way into being Creative Director after wireframing an undercover rebrand + redesign of our entire website, and surprise-presenting it to our CEO. 
Once she loved the design (phew!) and gave me the green light to actually implement it, I figured it was about time I legitimize my "design hobby". Since then, I've been immersed in all the things I truly love: branding, web design, graphic design, copywriting, and social media strategies. I also launched my own side-hustle design business, Absolute JEM!

What inspired you to start your business?

Not only do I love design and deeply understand how visuals can make or break a business, but I'm also passionate about empowering female entrepreneurs. If the only thing standing between a fierce, capable woman and her career goals is a professional brand and website, I'm here to knock that wall down. I want to help women level up their business or kick start their hobby so they can turn it into a legitimate revenue stream.

As a working mother, I get how hard it is to balance a career alongside a family and household. But it IS doable. Working from home with Here Comes The Guide and Absolute JEM has been an absolute blessing, and I think more women should explore the magic and vast possibilities that can come out of their home offices.

Where is your business based?

My business is based in my home office in Annapolis, MD. I’m originally from California, born-and-raised, but I’m also a military wife. So when I was 6 months pregnant with my first son, my husband broke the news that we had to move across the country. Luckily I can take my job with me wherever I go, so I didn’t have the added stress of needing to find a new job in a new location. This is another reason I’m such a huge advocate of flexible, remote careers for women – especially mothers!

How did you start your business? What were the first steps you took?

Before launching Absolute JEM as an official business, I had already done a few branding and website projects for friends and family. My boss and the CEO of Here Comes The Guide Meredith Schwartz was my first client. She has a wildly-popular book podcast called The Currently Reading Podcast, and she trusted me to design their visual brand identity and website. I was honored, to say the least. With that project under my belt, I already had a rough process and package inclusions in mind.

The next step was solidifying my own brand identity. I went through the same process I now put my own design clients through—from filling out an in-depth brand questionnaire to pinning images on Pinterest. Once I knew the WHY behind my business and had my visuals in place, I was able to create my website. 

Of course, there are so many more steps I had to take to actually launch, but as a brand and web designer it was crucial for me to get my own outward-facing visual brand, website design, messaging, and social media feed really right.

What has been the most effective way of raising awareness for your business? 

Instagram, and of course, word of mouth. I booked my first “real” paying client through Instagram. (As in, this wasn’t someone I knew in real life.) My Instagram strategy was to practice what I preach: Brand consistency. I have my color palette, my fonts, my own brand personality and voice…and I religiously stick to them. I began engaging with my local small business community. I also began showing my face in Stories and posts. So I credit Instagram for helping me establish a presence in the creative community, but word of mouth has been my key to consistent bookings.

What have been your biggest challenges and how did you overcome them? 

I had the idea to launch Absolute JEM back in 2018, when I was 9 months pregnant with my second baby boy. I knew that time and balance would be my biggest challenges. Juggling two young kids plus a full-time job didn't leave me with much bandwidth to launch a side hustle, but it was something I just couldn't get out of my head.

The best thing I did to overcome these challenges was accept that none of it was going to happen overnight, and if this is something I really wanted, I needed to embrace slow, steady growth.

It took me a couple of years to launch my own business, and to this day, I have to manage my time carefully. I work a 4-day workweek with Here Comes The Guide and dedicate my Fridays to Absolute JEM. I only take on 1–2 design clients at a time. I have future ideas for digital products, but again, I know that this is going to take some time.

I'm not in the position in my life to hustle. I need to be present for my family. So I make sure to strike a balance with work that feeds me and challenges me, but doesn't overwhelm me or completely stress me out. Striking this work / life balance isn't always easy, but it's something I firmly believe in as a working mother.

How do you stay focused?

My favorite tip for focused productivity at work is writing out a daily "top 3" to-do list. Rather than writing down all the things that need to get done, my strategy is to streamline the list down to just three things that must get done that day. These are my top priorities, and if I get nothing else done, I will still feel productive because those most mission-critical to-dos got checked off my list. I start each morning by thinking through my top 3, and writing them down. Once I’ve worked through those items, I can move on to the lower-priority tasks if time allows—or simply give myself permission to log off for the day!

How do you differentiate your business from the competition? 

Visually, my brand is bold and colorful, and I'm not afraid to put my sassy personality on display. I find that a lot of designers favor a more neutral color palette, sophisticated language, and are a bit more "safe". I want to attract clients that aren't afraid to be SEEN, so I try to put my own style out there—even if it repels some people!

I also have a wealth of experience with all things digital marketing. Through Here Comes The Guide I've gained expertise not only in branding and design, but also in best SEO practices and copywriting. I find that some designers only make things look pretty—but I know that's only part of the equation. I partner that pretty with powerful strategy to really resonate with clients, rank on Google, and convert lookers into bookers.

What has been your most effective marketing strategy to grow your business? 

Leveraging both social media and my website, and putting personality into my brand. I use Instagram as a running portfolio of my work but also as a place to educate my audience on best practices for branding and website design and to share some personal, behind-the-scenes stories to help build that all-important “know like trust” factor. I also use blogging as a means to both showcase my expertise and rank my website higher on Google. 

What's your best piece of advice for aspiring and new entrepreneurs? 

Find your voice. Most markets are so saturated that differentiating your branding is essential. Embrace your unique personality and let it shine through in your brand and marketing! Because at the end of the day, *authenticity* is what will build trust and connection.

What's your favorite app, blog, and book? Why?

One of my favorite books that I’ve read several times now is Better Than Before by Gretchen Rubin. I'm fascinated by habits—both how they shape the overall structure of our lives and how our personality types play into forming, changing, or breaking them. This book is incredibly easy to read and is jam-packed with strategies that actually work. I continually go back to it to reinforce certain habits in my life and just love the framework she provides.

What's your favorite business tool or resource? Why?

I'm a huge fan of TextExpander. It’s a tool that expands short abbreviations into long blocks of frequently-used text. I use it for emails mostly, and it enables you to not only “type out” hugely long emails with just a few clicks on the keyboard, but it also has “fill in” fields where you can customize the emails as needed. I’ve saved so much time with this tool – apparently in 2021 I saved 18 days using TextExpander!

Who is your business role model? Why?

I’ve already mentioned her above, but it’s my boss Meredith Monday Schwartz. As the head honcho at Here Comes The Guide, she’s helped us build a remarkable company for working moms. We’re a fully-remote, self-funded, women-founded, owned, and operated small business dedicated to true work / life balance. She’s implemented a 4-day workweek to give us more time, 6 weeks of paid maternity leave, and encourages us all not only to shape our own roles, but to also have side hustles that feed us. She never makes you feel bad about missing work when life happens. On the flip side, she actually gives us tips and advice to help. I don’t know how I got so lucky, but it makes me want to see more companies like ours out there in the world.

How do you balance work and life? 

I’ve mentioned several ways in my answers above, but one thing that I think is paramount to feeling balanced is self care. For me this means taking good, intentional care of your mental and physical well being. Far too often this “strategy” falls by the wayside because people either think it’s selfish (false) or that it’s less important than the other items on their to-do list (also false). The truth is, you need to feel your best in order to effectively tackle whatever the universe has in store. Whether it’s journaling, meditation, walking your dog, or taking a nightly bubble bath, find the things that naturally recharge you and leave you feeling like the best, most balanced version of yourself. No excuses!

What’s your favorite way to decompress? 

Red wine and Bravo. No shame in my game.

What do you have planned for the next six months? 

I have design clients booked through summer! So between client work, my full-time job, and my kids I’ll be keeping pretty busy. One thing I’ve been noodling on is creating digital products. I’d love to have a more passive revenue stream at some point. I’m aiming to gain more clarity on this in the coming months to put an actual plan in place.

How can our readers connect with you?

You can find me on Here Comes The Guide, my website Absolute JEM, and on Instagram @absolute.jem – can’t wait to connect!

"Keep showing up, conducting outreach, and making those connections" with Rachel Leslie

Rachel Leslie is the founder and lead writer of RL Studio, a copywriting and storytelling studio on a mission to help impact-driven brands stand out and amplify their business with compelling copy and purpose-led storytelling. With over a decade of marketing experience, Rachel understands and believes in the power of stories. In the studio, Rachel can be found at the helm collaborating with her clients, and graphic and web designers, developing messaging guides, copywriting strategies, and educating entrepreneurs on the power of storytelling.

Can you tell our readers about your background?
I have a degree in journalism, a business minor, and nearly 10 years of experience working in PR and marketing in the agency realm and on the brand side. During my agency days, I had the opportunity to work with various social impact brands across the food and beverage, travel, and hospitality industries. I’ve always been interested in storytelling and helping brands share their message with the world, whether that was through managing influencer marketing campaigns, launching new products or spearheading industry-disrupting campaigns.

Before starting my own business, that passion for storytelling led me to work at Nike as a digital copywriter writing for nike.com, app and email channels telling the stories of athletes, new product launches, and communities of impact.

What inspired you to start your business?

I’ve always done a lot of freelance writing on the side of my full-time jobs for so many years, and I always wondered if I’d ever take the plunge to start my own business. It wasn’t until I was working at Nike when I thought I was at my dream job where that question of whether I would start my own business continued to come up.

I loved the work I was doing, but I felt a strong desire to start my own business. I really enjoyed the freelance work I was doing on the side, helping brands share their positive messages or products with the world. The work was always different—from an online motherhood platform and a sustainable family-run fruit farm in Kauai to a small boutique hotel and more. All of these businesses were so passionate about their work. They continued to inspire me to help them through my brand messaging and copywriting services.

Where is your business based?

We’re based in Portland, OR where I live, but we get to work with clients all over the world! 

How did you start your business? What were the first steps you took?

When I finally realized that I wanted to start my own business, I decided I would test this concept of offering copywriting services on the side of my full-time job. That way, I could ease into the process and see if this business could actually work.

One of the first steps I took was to tell former colleagues of mine, friends, and family members that I was now offering these services. I also created a social media channel and updated an old website to share more about myself, my services, and how people could work with me. Once I had these foundational elements in place, I started doing a lot of networking online and in-person to build genuine relationships with other creatives, industry leaders, and business owners. Building these relationships was one of the most beneficial steps to building my copywriting studio.

What has been the most effective way of raising awareness for your business?

As I briefly mentioned in the previous question, relationship building was huge. When you’re connecting with other people—online or not—it’s so, so crucial for you to be true to yourself and to be, dare I say it, authentic. One of the biggest differentiators that will help you build a business and stand out from the crowd is to be yourself. People want to work with people and brands they genuinely connect with and care about. 

Another effective way to raise awareness for my business was to continuously show up online (Instagram, Facebook, LinkedIn) to talk about my brand values, story, and services. It may feel like no one is watching or following you in the early stages, but trust me, they are! Continuously showing up online was one of the biggest unlocks for me to attract clients near and far and make myself known.

What have been your biggest challenges and how did you overcome them?

Admittedly, self-doubt and imposter syndrome were two of my biggest challenges in building my own business. Questions, thoughts, and fears continuously came up that would spiral me into a black hole of…can I really make this work? Are the clients going to come? What will others think of me? And the list goes on! I quickly learned from business mentors and coaches that this, of course, is normal but that having a healthy mindset could make or break my business.  

One way I overcame these challenges was through journaling and manifestation tactics. There’s something to be said about taking stock of your thoughts and feelings and recognizing why you may be feeling a certain way. We move so fast in our day-to-day lives, and I think it’s important to ask yourself why you feel one way or another and get to the root cause of that emotion. On the other hand, there’s also something so powerful about envisioning your goals and believing in them so much so that they actually come to life. I had a lot of big goals for my first year in business, whether that was hitting a specific number in sales, signing on X number of clients, etc. Whenever I had a big goal I was trying to hit or a vision for a project, I would write out Post-It notes all over my house, on my laptop, and journal about it daily. They quickly became goals that didn’t feel out of reach for me but ones that I knew I could bring to life.

How do you stay focused?

Whenever I’m about to dive into a project or simply begin my workday, I do a couple of things to keep myself focused. Firstly, I silence any and all distractions. That includes my Slack channel with my team, phone, and any other distractions that may arise at home (like my husband coming into the office!). When I “go to work,” I let him know so he’s aware that I don’t want to be interrupted. I also batch my working windows. Mondays and Fridays are days when I solely work on my own business, internal projects, etc. Client work is restricted to Tuesday, Wednesday, and Thursday. 

Our environments strongly influence our creativity, focus, and flow. Me, I thrive in my work, and I’m able to focus the most when I have natural light in my office; I have everything I need at my desk (water, a snack, paper to write on, etc.), a good Spotify playlist, a candle, and I’m wearing comfortable clothes. On a big writing day, these are essential for me!

How do you differentiate your business from the competition?
As I mentioned earlier, I'm a passionate storyteller, and this is something we thread throughout all of our client services. With my journalism background, the skills I've learned from that profession are integrated into our studio services. For instance, whenever we kick off a client project, we have an hour-long onboarding call where we conduct an interview Q+A session with our clients to get to know them, their goals, and their vision. During my journalism days, I had a lot of training in school in regards to prompts and questions to ask interviewees to get them to open up and talk. I've found these tactics to be so helpful during the early stages of a client project to get to know them and when we move into the writing stages, too.
Additionally, we really pride ourselves on community and collaboration over competition. This belief is found in the collaborative nature of how we work with our clients brainstorming copy strategies together, ideating on review calls, and the list goes on. We also have an interview series called Beyond The Brand, where we invite other creatives into the studio and pass the pen to them to hear their stories. This is just the start of a bigger vision to build a community around creativity and collaboration.

What has been your most effective marketing strategy to grow your business?
Social media marketing has been highly effective in helping me grow my business. Instagram specifically has allowed me to connect with other creatives, and clients and grow a strong referral base. I would have to say that proactive outreach like following, commenting, and engaging with other potential clients, brands, and creatives to build genuine relationships and have candid conversations has allowed my business to grow on social media and to continue to be top-of-mind.

What's your best piece of advice for aspiring and new entrepreneurs?

For aspiring entrepreneurs, the best piece of advice I could give is to just start! Trust me, you’ll regret it if you don’t ever try! For new entrepreneurs, keep on keeping on! Keep showing up, conducting outreach, and making those connections. It may feel like radio silence initially, but people are watching, listening, and seeing what you’re doing!

What's your favorite app, blog, and book? Why?

Great question! I’ve listed a few of my favorites below, but these are always changing! 

App: Calm - I’ve had Calm for quite some time now, and I’ve never used it as much as I have when I started my business. I love its meditation guidance, daily check-ins, and music selections. It also has movement options for stretching, etc. which I haven’t tried out yet! It’s my daily go-to but especially in moments of anxiety and stress.

Blog: Right now, I’ve been loving all of Sistain’s articles about sustainable everyday solutions, features of sustainable brands, and guides to living a more intentional lifestyle. Over the past few years, I’ve been really conscious of my everyday habits and the small changes I can make to positively impact the planet. This is an excellent resource with tons of digestible content and approachable recommendations we all can make. 

Book: Big Magic by Elizabeth Gilbert - This book takes on a unique perspective on creativity and how ideas spark. It really showed me that really anyone can be creative and have an idea to start a business, write that book, etc., but it’s the choice in doing so where the magic really lies. 

What's your favorite business tool or resource? Why?

Since starting my business, I’ve been using Honeybook, and I love it so much. It’s a fantastic client management tool that helps me keep track of client projects, invoicing, contracts, proposals, client communication, and the list goes on. When it comes to client management, I love having everything in one place as it helps me stay on top of all aspects of a project!

Who is your business role model? Why?
I’m a big fan of Sara Blakely, the founder of Spanx. Not only is her story of perseverance incredible in how she built a million-dollar company, but I love how raw and real she is not only as a businesswoman but as a mother and a wife.

How do you balance work and life?
I continue to remind myself that I created this business to have a healthier work-life balance. I’d be lying if I said, I’ve got it all figured out! As a business owner, it’s easy to feel like the longer you work, the more you’ll get done because you’re the one leading the charge, but I’ve quickly learned that’s not the case. The more breaks I give myself, the more days I choose to work less (and not harder), the more I focus on quality over quantity when I really thrive, and so does my business.

Right now, for me, this work-life balance looks like shutting off my computer at 5 p.m. on the weekdays and not opening it until the following morning, taking an hour for lunch, and walking outside. As well as working out or moving my body at least 30-minutes 4-5 times a week. 

What’s your favorite way to decompress?

I don’t know if I could pick just one way to decompress. Lately, it’s felt like a combination of things to really unwind. Sometimes, the simple act of getting off a screen and getting outside for a walk with my husband or a run can really do the trick. And other times, it’s ordering take-out and watching my favorite show. I’m a big traveler, so if those don’t do the trick, I’ll look at taking a mini staycation somewhere nearby in the Pacific Northwest or more further afield. Sometimes, that’s exactly what I need to step away from my work, switch off and return completely refreshed.
What do you have planned for the next six months?

To say we have a lot in the works is an understatement! We’re in the process of rebranding as well as building out a workshop series to educate aspiring entrepreneurs and small business owners about copywriting and brand storytelling strategies. We also have a handful of done-for-you copywriting projects in the books with some pretty amazing clients across the health and wellness, fashion, interior design, and marketing industries.

On a more personal note, my husband and I will finally have our wedding celebration in Scotland this spring after 3 postponements! 

How can our readers connect with you?

To learn more about our studio, they can head to rachelleslie.co. To follow along on the latest studio happenings, they can find us on Instagram at @rachelaleslie.

"Don’t wait until you are almost out of money" with Kelly O’Connor

Photo Credit: soona denver

Kelly O’Connor is a TEDx speaker and an award-winning elder rights advocate, dedicated to improving life for those in their 70s, 80s, 90s, and 100s. Her interview-style podcast Goldenista Social Club features amazing older adults from across the country who share their wisdom with her audience. Her company, Calhoun Legacy, provides a Legacy Life Coaching program helping older adults find new meaning and purpose in their lives and consulting services helping organizations align their mission with their messaging.

Can you tell our readers about your background? I started my career in the fashion business in Paris and Tokyo in the 80s. I was a small-town girl in a big city and loved every minute of it. In the 90s, I began focusing my career on public relations and corporate communications which is when things really began to take off for me. In my last gig, I was part of a team that helped build a billion-dollar company – it was a dream come true. We had an office in Los Angeles and a showroom in New York, I was jet-setting between fashion week at Bryant Park and movie premieres in Hollywood. Then, I decided I wanted to slow down a bit and give back to the world in a more meaningful way, so I went back to grad school and received a master’s degree in spiritual psychology. I also started volunteering for a local hospice, which is when I fell in love with working with older adults in their last years of life. It literally changed the course of my life forever.

What inspired you to start your business? Senior care is historically a low-paying industry, so frankly, I started my own business to make more money. What I didn’t know at the time was how hard entrepreneurship would be and that it would take time to actually make enough money to pay myself a salary. Those first few years were rough, and I cried myself to sleep many a night, thinking that starting a business was the worst mistake of my life. After the first five years, however, I built the business into something that I was was able to sell, which freed me up to design another business that would ultimately be more fulfilling.

Where is your business based? I live in Denver, Colorado, but my coaching and consulting services are delivered throughout the country. I’ve even had a few clients in Europe. We were already using Zoom before the pandemic, so it was easy for us to pivot during those early months.

How did you start your business? What were the first steps you took? For my first business, I bought a franchise which was a plug-and-play solution that allowed me the confidence to leave my salary. I tried to work within their system for five years, but I found that I am more of a renegade entrepreneur which doesn’t work as well within the confines of the franchise model. I color outside the lines and all over the page, so it was a blessing that someone bought the franchise from me. In starting my second business, I took some time to really get clear on the clients I wanted to work with and how I wanted to help them before launching into marketing.

What has been the most effective way of raising awareness for your business? With both of my businesses, I started with referral partners – people who already had existing relationships with my ideal clients. Their referrals were stronger than any direct-to-consumer leads I could have generated. By finding the right referral partners, my business grew faster than I could have imagined. I kept the referral partners engaged through email marketing, social media, and of course, the obligatory goodie bags for their staff. I even threw an annual Thank You party for my partners and a client appreciation picnic in the summer, so we created a community of people supporting each other and the business.

What have been your biggest challenges and how did you overcome them? My biggest challenges were my lack of business operation knowledge and my own mindset. I overcame them by immersing myself in a women’s entrepreneurship program which helped me design my business processes and redesign my thinking about myself and what was possible for my business.

How do you stay focused? I’m a squirrel girl, so I get unfocused many times per day. What keeps me focused is a simple two-page strategic plan. I review it every Monday and then ask myself if I am working on the priorities or not during each day. It is difficult sometimes when I want to do the “fun” things in business and avoid the more mundane, but I have learned to trust my strategic plan and make it achievable IF and ONLY IF, I do the necessary work.

How do you differentiate your business from the competition? I am carving out a new niche in the marketplace so I don’t have much competition at this time. The hardest part is that older adults think that Medicare (the government) should pay for everything, and my Legacy Coaching Program is paid out-of-pocket. It’s been so fun to blend my background in public relations and my senior care experience to help other businesses align their mission and their message. I never could have imagined my life coming together like this.

What has been your most effective marketing strategy to grow your business? The most effective marketing strategy is referral marketing – marketing to those who already have the trust of my prospective clients. When those in a position of trust recommend me, the sales process goes so much smoother. This also applies to former client marketing as well. When a client has a great experience and tells their friends, my client list has grown quickly

What's your best piece of advice for aspiring and new entrepreneurs? The best advice is to get support early on in your entrepreneurial journey; don’t wait until you are almost out of money. I spent so many unnecessary funds trying to reinvent the wheel. Find a peer mastermind group or coaching group to support you in your start-up phase, so you can build your business right from the beginning and not have to untangle bad processes when the business is in full swing.

What's your favorite app, blog, and book? Why? I’m a TikTok lover. It’s quick, easy, fun, light. When they went to the three-minute videos I got a bit bored, but I’m still a fan. Facebook will always be my anchor in social media though. It’s where my customers are.

What's your favorite business tool or resource? Why? I love Canva….as in L-O-V-E Canva. I have saved hundreds of dollars by using their services. I change my mind a lot, so I can print small quantities and then re-design anything I need without graphic design change fees of printing minimums. Plus, I’m a meme queen and love creating my own messaging.

Who is your business role model? Why? My business role model is Cynthia James Enterprises and Women Creating Our Futures. Both organizations have values I believe in, and they have tremendous integrity in how their missions are carried out. Cynthia James as a speaker, teacher and leader is someone I greatly admire. If I could have half the impact on my audience as she’s had, I could die a happy woman.

How do you balance work and life? Work/life balance is a myth and dangerous for women to believe. There is only a small chance that work and life can actually be balanced perfectly in any week. How I found more balance in my life was by color-coding my calendar. It was a quick, visual method of seeing where I spent my time for the week. As an entrepreneur I found myself filling my every day with work and my weekend with admin catch-up so I was out of balance. I needed “me time,” so I assigned a color to PERSONAL and started proactively scheduling time for myself. It made a huge difference. The other thing that was a game-changer was when I assigned a color to INCOME-PRODUCING activities. I found myself “hiding” in my business with busy work so I could avoid sales calls – that nearly killed my business. I now look to see if there is a balance between ME and SALES each week to make sure I am on track.

What’s your favorite way to decompress? I have a gorgeous backyard living area overlooking the sunset and it is the perfect way to end a day. It even has light strings along the roofline so I can TikTok into the later evening. My dog Buddy joins me there after our evening walks – just me, him, and the stars, there is nothing better.

What do you have planned for the next six months? These next six months will be packed, as I have eight work trips already planned and numerous speaking engagements. I’m trying to work in as much play and dating as possible to make sure that I have fun too.

How can our readers connect with you?

LinkedIn:  https://www.linkedin.com/in/kellygraceoconnor/

Facebook: https://www.facebook.com/Goldenista

TikTok: https://www.tiktok.com/@goldenistasocialclub

Instagram: https://www.instagram.com/goldenistasocialclub/

Spotify: Goldenista Social Club Podcast

iTunes: Goldenista Social Club Podcast

Website: www.kellyoconnor.com and www.goldenistasocialclub.com

"“If not now, when? If not you, who? Get your plan together and jump in” with Kathleen London

Photo Credit: Linda Dobel Photography

Kathleen London has brought a taste of the UK to the Main Streets of Michigan- building upon years of retail industry experience to found London Beauty, a cheeky beauty space that allows customers to express and embrace their individuality through independently owned, cruelty-free makeup and skincare products.

Can you tell our readers about your background?

I was born and raised in the Midwest, and moved to New York City shortly after college. Making it to The Big Apple & experiencing all NYC has to offer was always a big dream of mine. I soon entered the world of high-end luxury retail, working as an executive for brands such as Sergio Rossi, Max Mara, and Mackenzie Childs. I also managed the Madison Avenue Barney’s NY and fell in love with the cosmetics floor there. It was at that time that brands were launching exclusively in places like Barneys, and hearing the founder’s stories & being able to play across brands sounded extremely freeing. From there, I soon found myself driving down the Main Street of Brighton, Michigan- where I discovered a tiny little gem with a ‘for rent’ sign. That gem would become the first London Beauty location- a posh, UK-inspired storefront that encapsulates everything I love about beauty and retail.

What inspired you to start your business?

As a woman, I have always felt that the makeup and skincare industry tends to try to lump us into a single category. Young or old, full glam or all-natural. It was frustrating because I feel like I could be in any category on any given day. I craved a place where women could go & not feel judged, feel free to ask all the questions they want, and buy what makes them feel awesome at that moment.

Where is your business based?

We are happily based in Southeast Michigan, with hopes to expand into more areas of the Midwest.

How did you start your business? What were the first steps you took?

I had the idea for London Beauty many, many years ago, but life & love finally brought me to the place where I had the support and the ability to execute it– Brighton, Michigan. I began by making lists and hiring an amazing designer to craft our logo. It was like getting into costume– it truly set the stage for everything else.

What has been the most effective way of raising awareness for your business?

Getting yourself and your team to truly live and reflect your brand in every aspect of the day. It motivates those you encounter to get curious and check you out. In the early days of a business, this is the most cost-effective strategy.

What have been your biggest challenges and how did you overcome them?

Money, money, money. There is a lending gap for women-owned businesses. Banks don’t like to back us. Find ways to run lean, open small, and grow organically. And absolutely use your support system to keep yourself sane.

How do you stay focused?

The question really is– how do I stop focusing? When it’s your own business, it’s hard not to be myopic. You wake up at 3 AM remembering a task or brainstorming an idea. Delegating and letting go is the challenge.

How do you differentiate your business from the competition? 

Kindness. We focus on making each client feel heard, and then giving them the London Beauty experience. In today’s industry, it amazes me that this is a missing element.  

What has been your most effective marketing strategy to grow your business?

Word of mouth. It really is the best, most inexpensive way to get your message out. I remember hearing a story about Jo Malone when she first launched in NYC– she would have her friends take her beautiful shopping bags with them when they walked their dogs on Madison Ave. Absolutely brilliant.  

What's your best piece of advice for aspiring and new entrepreneurs?

Go for it! If not now, when? If not you, who? Get your plan together and jump in.  

What's your favorite app, blog, and book?

Lately, I’ve been obsessed with the fitness rings on my Apple Watch– chalk it up to January! I don’t read many blogs, but I love to read to decompress. My favorite series right now is the Inspector Gamache Mysteries by Louise Penny. It’s extremely well written and allows me to completely escape!

What's your favorite business tool or resource? Why?

My favorite resources are my fellow female business owners. During the pandemic, I found great comfort by sitting between 2 other women leading businesses. With them, I can cheer, cry, brainstorm, and find partners.

Who is your business role model? Why?

I have so many business role models! Bosses from my past, fellow female founders, industry leaders. Inspiration can be found everywhere.

How do you balance work and life?

I know it sounds trite– but seriously, it never feels like work when you love what you do.

What’s your favorite way to decompress?

Working in the beauty industry has many perks! I get the fun of trying all of the fun products I see at home. Right now I’m playing with a new Crystal IR Mat & Light Therapy Mask!

What do you have planned for the next six months?

London Beauty is currently acquiring a new location, so we are hyper-focused on making sure we have that baby up & running as smoothly as our original location!

How can our readers connect with you?

The best way to see what we’re up to & connect is on our Instagram- @LondonBeautyOnline. Feel free to ask our team questions & hit us up anytime!

www.londonbeautyonline.com

www.instagram.com/londonbeautyonline

www.facebook.com/londonbeautyonline

www.twitter.com/londonbeautykat

“Be Relentlessly Obsessed About Your Customers” with Daisy Jiang

Daisy Jiang is the logistics entrepreneur behind the company Bookairfreight, which provides international shipping services to small and medium-sized businesses. Her obsession with building simple experiences backed by world-class customer service has led to triple-digit year-over-year growth and over 90% customer retention. Daisy shares the story that took her from professional services in Shanghai to running a globally distributed team.

Can you tell our readers about your background?

Entrepreneurship has always been a big part of my family - my stepmother owned and operated multiple stationary stores in Beijing(?). After graduating from high school I studied at the Shanghai Institute of Technology, then began working as a consultant at FTI Consulting in Shanghai before moving on to a similar role at the law firm King & Wood Malleson. But my real passion was in startups, so I left the amazing perks of that role behind and started working at a logistics startup in Hong Kong. Soon after that, I left and started Bookairfreight!

What inspired you to start your business?

I’ve always been excited about the world of startups - bringing in a small, highly motivated group of people to solve a novel problem is what gets me out of bed every day. While working at the logistics startup in Hong Kong, I noticed that dealing with international bulk shipments (for example moving goods from a factory in China to a warehouse in the USA) was incredibly behind the times. It was phone calls, emails, faxes(!) back and forth over several days before you could get a pricing quote, which I found to be totally ridiculous. As I researched more into the industry, I realized there was a big opportunity to modernize freight forwarding, and that’s where the idea for Bookairfreight came about.

Where is your business based?

We are incorporated in Hong Kong, but it’s a truly global team. Right now I spend significant time in China to be closer to our suppliers, but my co-founder is based out of the San Francisco Bay Area, and engineering, product, and design happen out of Latin America and Africa, with marketing out of India.

How did you start your business? What were the first steps you took?

International transportation and freight forwarding is a very traditional industry, so coming in as a young woman without outside experience was incredibly challenging. I started out by working (for free!) at the largest freight forwarding company in Hong Kong to get a much better idea of how the industry worked and what the issues were. This is where I saw that digitization was almost nonexistent, meaning all the work was done manually. Once I learned enough and felt comfortable venturing out on my own, I got in touch with freight forwarders who were excited about working with a tech startup to grow their business, found a technical co-founder, and worked to build out our product and grow our customer base!

What has been the most effective way of raising awareness for your business?

So much of successful marketing starts with understanding your customer base deeply, and going from there. Besides the general tools like SEO, Google Ads, and social media, we also made sure that our website and platform were really easy to use and share. This way, when a user found a shipping quote they liked, it was very 

easy for them to send it to their own contacts

What have been your biggest challenges and how did you overcome them?

In a way, the biggest challenges turned out to be the biggest opportunities. Finding a co-founder in a completely different time zone meant we had to build a strong culture of documenting and communicating effectively because anything that wasn’t clear meant a 12-hour delay to get an answer! But this helped us build the foundation for a fully remote company. 

Not having previous experience in freight forwarding was also incredibly difficult, but it also meant we could really sympathize with our customers, who themselves were not familiar with the industry. This made it easy to build a product that really brought value to this customer segment.

How do you stay focused?

I’m very good at multitasking, which is important when issues are cropping up all the time. At the end of the day, I make sure to plan ahead what is important to accomplish, and then I’m head down getting it done. No fancy tricks for me!

How do you differentiate your business from the competition?

This comes down to really understanding who our customers are and what they need. We work with small e-commerce businesses that don’t necessarily have their own logistics department. This customer segment needs a very simple way to find and book shipping quotes, and strong customer service to make sure they understand everything that’s going on. Our tools and products make it super easy and clear for this type of customer to find the right rates for their business, book them, and manage them, and we take care of everything else. In this way, we operate as our customers’ shipping partners or even their internal logistics department.

Our competitors have more of an enterprise (i.e. bigger company) focus, and while they might have functionality that we don’t, for micro and small businesses we make the process so easy and straightforward that they come back time and time again. Additionally, most competitors are ocean freight focused and we are more specialized in air freight solutions.

Of course, it doesn’t hurt that we have excellent suppliers we work with and are always looking to improve on our pricing and value-add services, such as faster delivery times, insurance coverage, and rates that have tax and duties already baked into the pricing! 

What has been your most effective marketing strategy to grow your business?

Referrals and word of mouth! Small business entrepreneurship can have small, well-trusted circles. When you do a good job, people talk!

What is your best piece of advice for aspiring and new entrepreneurs?

Everyone says the cliche “however hard you think it’ll be, it will be even harder”, so I won’t go with that. Practically speaking, be able to support yourself without a steady income for at least a year and a half, preferably 2 years. Additionally, think about your marketing strategy very early on - just building something won’t bring in people, so make sure it’s the right solution for your customers and that you can reach out to them effectively.

What are your favorite apps, blogs, and books? Why?

App - Youtube. I’m always watching videos about the economy, business, etc in the background as I’m working. Watching videos is so much more efficient for me than reading in many cases.

Blog: http://www.paulgraham.com/

Book: The hard thing about the hard things

What is your favorite business tool or resource? Why?

With our distributed team, Slack is by far our most important tool. Being able to jump into quick one on one huddles, easy screen share, easy search. It truly enables our business when people are working in different time zones.

Who is your business role model?

Ben Chestnut - founder of Mailchimp

How do you balance work and life?

This is not easy at an early-stage startup, full stop. At the end of the day, bringing in trusted people, empowering them, and letting them make decisions allows me some amount of downtime.

Favorite way to decompress?

To get a massage! 

What do you have planned for the next 6 months?

Bookairfreight is really hitting its stride - we know our customers very well, we’re confident in our services, and we are going to continue providing value to them. The next 6 months are all about making sure the people who need our services know where to find us, and continuously making their experience on our website better and easier.

 How can our readers connect with you?

Our website is www.bookairfreight.com. We also have a blog www.bookairfreight.com/blog where we post about the current state of the industry, as well as guides on how to import different products.

Facebook: https://www.facebook.com/bookairfreight

Linkedin: https://www.linkedin.com/company/bookairfreight

"Don’t overthink it" with Heather Thomas

Photo by Lori Saczynski

In 2008, Heather Thomas and her husband started a small boat rental company on Florida’s Gulf Coast. A former nurse, Heather had no marketing experience, no network, and no funds. Turning to the internet for cheap advertising, she discovered the power of content marketing and went on to turn their small business into a multimillion-dollar rental powerhouse. Having won multiple awards, co-hosted several television shows, and written for national travel magazines, Heather then used her platform to spin-off and create two other businesses: a tour boat company and, most recently,  a restaurant. She has a passion for creating new experiences and enjoys helping others step outside of their regular routines to live richer, fuller lives.

Can you tell our readers about your background?

I started a boat rental company with my husband in 2008. Previously, my only work experience was as a waitress in college and then as a registered nurse. We had no business or marketing experience, only 3 boats, and really no idea what we were doing. 

At that time, most of our larger competitors had old, outdated websites and had not caught on to internet marketing yet. We knew if we were going to be able to compete with them that we would have to do it online. I started Googling things like “How to Rank #1 on Google” and learning everything I could. With fresh eyes, I could see what our competitors were lacking. Most of them didn’t even have prices listed on their websites! 

As I learned more about the industry and talked to customers, I started to figure out what kinds of questions they had, and I started answering all of their questions on our website. Soon, those answers started generating traffic and customers started coming to us because we were the only ones answering their questions.

Fast forward to today, and our website is ranked #1 for hundreds of search terms and our small business has grown into a multimillion-dollar company offering over 100 boats for rent in the Destin, Florida area.  We also created a second company offering boat tours for those who aren't comfortable renting their own boat.  

What inspired you to start your business?

The economy wasn’t doing well at the time and my husband was facing a possible layoff. He had been job searching but there were thousands of other people doing the same thing and he wasn’t having much success. We started wondering what we would do if the layoff came and he couldn’t find other work. We came up with the idea to move back to our hometown and start a boat rental business. We spent months doing online research and planning and preparing “just in case”. But the layoffs came and went and my husband didn’t get picked. We found that we were actually disappointed! So when another round of layoffs was announced and the company offered a voluntary buyout, we decided to take it. We used that money to buy our first few boats, sold our house-just narrowly avoiding the housing crash-and moved across the state back to our small hometown.

Where is your business based?

We are on the northern gulf coast in the Florida panhandle in Destin, Florida. 

How did you start your business? What were the first steps you took?

We bought our boats, hired someone to do our website, leased what was basically a small shack on the waterfront, and started trying to figure out how to get customers. From there we just tried to figure it out as we went! 

What has been the most effective way of raising awareness for your business?

We’ve worked really hard to position ourselves as experts in our field. Whether it’s a blog post, co-hosting a tv show, or writing articles for travel magazines, I’m always looking for new ways to show off our expertise. 

What have been your biggest challenges and how did you overcome them?

Growth has been a challenge, mainly because waterfront property has become so limited in supply. Six years ago we actually made the decision to partner with some of our competitors and book their boats as well, in exchange for a booking fee. So, now in addition to our own boats, we also book other companies’ boats, which has allowed us to expand our revenue without adding additional cost or turning away as many customers. 

How do you stay focused?

I am very goal-oriented, so I’m constantly resetting my goals, which helps give me something to work toward. But, I’m also a big believer in taking time for yourself. It’s impossible to stay focused when everyone is pulling you in a hundred different directions. I wake up early, and that’s my alone time. I write, exercise, and just enjoy the silence for a little while. Then I can tackle the day and focus on the tasks at hand. 

How do you differentiate your business from the competition?

We are the go-to source of information for anyone who wants to spend time on the water during their vacation to our area. Because of that, we’ve established a lot of trust and credibility with our customers. Plus, now that we list our competitors’ boats, we can present the largest selection of inventory in one place. We make vacation planning easy! 

What has been your most effective marketing strategy to grow your business?

Definitely content marketing! I can say with 100% certainty that we would not be where we are today without our internet presence. Our website receives over 2 million unique visitors a year now, which is huge for any small, locally-owned business. 

What's your best piece of advice for aspiring and new entrepreneurs?

Don’t overthink it! I’m a big fan of jumping in with both feet and figuring it out later. I’ve had to figure out all aspects of each business we’ve created along the way, and believe that there is no better teacher than experience!

What's your favorite app, blog, and book? Why?

Favorite app: Grasshopper. This is our virtual phone system. Calls come in and get routed to the reservationist who’s scheduled at that time. The reservationist can be anywhere-most of ours are stay-at-home moms working from home! If we’re closed, customers can leave a message, and it gets transcribed and emailed to me. We can also check voicemails, see missed calls and view answered calls all through the app. 

Favorite Blog: I don’t know that I can narrow it down to one favorite. I read a lot of blogs and have been inspired by many bloggers throughout my journey as an entrepreneur. Some that have helped me the most along the way are Copyblogger for copywriting, Mike Blumenthal’s blog for all things pertaining to local search, and Backlinko for SEO. 

Favorite Book: I’m a voracious reader, so I also don’t have just one favorite book. I’m most inspired by stories of other successful entrepreneurs. Some of my favorite business books to read have been Richard Branson’s Losing My Virginity, Phil Knight’s Shoe Dog, and Tim Ferris’s The 4-Hour Work Week. I also really enjoyed Jen Sincero’s You Are a Badass: How to Stop Doubting Your Greatness and Start Living an Awesome Life. 

What's your favorite business tool or resource? Why?

I think I would die without my booking software, Booking Central. This allows us to manage all of our reservations, in all of their different locations, in one place. It also helps us communicate with our customers, send them confirmations and reminders and text them directions for checking in. We had over 16,000 reservations in 2021. There’s no way I could manage them without Booking Central.  

Who is your business role model? Why?

I’ve looked up to many business owners along the way. Marcus Sheridan was a role model for me for a while. He was a pool guy whose business was on the brink of bankruptcy when he started blogging. He used content marketing to not only save his business but to grow it into a massive brand. He was hugely inspirational to me when I was building our business. 

Josh Oakes has been inspirational as well, as the former owner of a tourism business who now coaches others in the industry on how to build amazing tours and experiences. 

Jesse Itzler would be another favorite. I’m inspired by him because he’s managed to create, build and sell multiple businesses in completely different fields, starting with little to no experience, by jumping in and figuring it out. He also has an amazing zest for life that is contagious. 

How do you balance work and life? I work with my husband and, now that our 3 kids have become teenagers and young adults, they work for us too. So we spend a lot of time together as a family. It’s fun because we are all working toward a common goal. That being said, we do make a point to take time away from work as well. We vacation a few times a year and take time to recharge and to try new experiences whenever we can. 

What’s your favorite way to decompress? Being on the water is my happy place; I take any chance I can get to go out on our boat. If that’s not possible, I love to curl up with a good book. 

What do you have planned for the next six months? We are in the process of opening our third business: a restaurant! We plan to open by late Spring 2022. 

How can our readers connect with you? My business websites are destinvacationboatrentals.com, crabislandcompany.com , and- coming soon!- edgeseafood.com. 

"Find a great coach that challenges you, calls you on your sh*t, and inspires you" with Sequoia Craig

Photo credit: Trouble In Paradise Photography

Sequoia Craig is a marketing consultant and web designer for coaches. As the founder of Sequoia Craig Design, she helps coaches avoid tech overwhelm through website design, SEO, and email marketing. Sequoia bridges the gap between coaching and technology by infusing her tech business with coaching practices, self care, and well being. She currently lives in Aptos, CA with her partner and their two pets.

Can you tell our readers about your background?

I’m a college dropout actually.  It’s not something I actively flaunt because there’s a lot of stigma around it, especially for women.  After I dropped out of college I worked a few odd jobs before I decided I wanted to learn about business consulting.  I reached out to two business coaches and they offered me a full time job managing their businesses.  From there I learned how a business operates.  I’m self taught when it comes to website design, though I did have two mentors along the way that supported me when I had questions, especially around SEO.

Because I consider myself the bridge between coaching and technology, I’d also like to mention my connection with coaching.  I grew up in an emotionally abusive household where I spent my time walking on eggshells.  My mother is a narcissist with borderline personality disorder.  I grew up thinking that everything was my fault, that I was selfish, and that my role was to serve her.  It has taken me a lot of hours of coaching, therapy, and healing to get to where I am today.  The thing about growth is that it’s a constant journey, it’s not a destination so I’m nowhere close to “done” but I’m incredibly proud of the work I’ve done to get to where I am.

What inspired you to start your business?

I wish I could say I had this beautiful a-ha moment but in reality, I didn’t.  With the pandemic, my hours got cut so I started taking on my own clients.  I never really considered that this would lead into anything, but my partner told me at the time that this was my path.  He’s super intuitive but I brushed it off.  I still think about how funny it is that he knew before I did.

Where is your business based?

All of my work is done remotely, but I am currently living in Aptos, California.  It’s a small town right next to Santa Cruz, about an hour and half south of San Francisco.

How did you start your business? What were the first steps you took?

I hadn’t even set up my website or social media before I got my first client.  It was a referral.  After that client I started to see a tiny sliver of possibility.  I quickly got my website up and started with that.  I spent several months in limbo trying to figure out what it was that I wanted to do.  For awhile I didn’t use Instagram at all which is interesting because now I get the majority of my clients through Instagram. That being said, I think the best thing to do when starting a business is to figure out exactly what you’re solving.  Identifying the problem, your ideal client, and your solution is the map to the path of your business.

What has been the most effective way of raising awareness for your business?

Providing value.  On instagram, on calls, blogs, emails, etc.  Everywhere I show up I try to provide tons of value.  The thing about giving away juicy content is that people think, “If this is the free stuff, imagine how good the paid stuff is!”  This is how I get all of my referrals.  They all come from people who have gotten tons of free value and then referred paying clients my way.

What have been your biggest challenges and how did you overcome them?

People always talk about how challenging it is to become an entrepreneur but I really did not understand why.  The first six months of my business were breezy.  I was getting clients and feeling good and then the mindset challenges hit like a ton of bricks.  Suddenly I was overwhelmed with imposter syndrome and fear of failure.  I couldn’t figure out why it happened so randomly and I definitely couldn’t figure out how to get past it.  So I hired a coach.  And it has proved to be the best investment to date.  I’m not totally out of imposter syndrome and I haven’t yet seen the most confident version of myself, but I don’t feel helpless.  I had no idea how deep the self sabotage ran and my coach helped me identify it and move past it.  Do not underestimate the power of a good coach.

How do you stay focused?

My partner calls me a tornado for a reason.  I fly around the house doing various things.  That’s how I’ve found I’m most effective.  If I have a lot to do I’ll make a to-do list and I’ll do one thing on it and then do something else, non-business related.  Then I’ll come back to my to-do list again and then do something non-business related again.  I kind of bop around all day, but it breaks it up and keeps things interesting.  I’m sure there are business bros out there who would say this is “not the right way”, but I’ve learned that leaning into my desires and honoring my sacred feminine energy works great for me.

How do you differentiate your business from the competition?

I try really hard to not focus on my competition.  I don’t follow them on social media and I stay away from their content, otherwise it fuels my imposter syndrome.  That being said, the best way that I’ve found to differentiate myself from my competition is to lean into what sets me apart: me.  My values, my personality, and my individuality are what make my business unique.  That’s why I will always honor my own way of doing business.  I’ve had clients tell me that I listen to them, that I hold space for them, and that I am easy to work with.  These testimonials are my favorite because they highlight who I am as a business owner.

What has been your most effective marketing strategy to grow your business?

Education has been the most effective way for me to get new clients.  To me it feels like there is so much gatekeeping when it comes to website design and SEO so I am super transparent and educational about the work I do.  My goal is that people will consume my content and learn how important these things are.  That way they can make the most educated decision on whether they want to do it themselves or outsource it.

What's your best piece of advice for aspiring and new entrepreneurs?

Find a great coach that challenges you, calls you on your sh*t, and inspires you.  Then hire them.  Coaches are there to help you get to where you want to go by eliminating all the brain gunk in the way.  I’ve worked with some brilliant coaches who have helped me get unstuck in so many areas of my life (not just business).

What's your favorite app, blog, and book? Why?

My favorite book is We Should All Be Millionaires by Rachel Rodgers.  It’s the most inspirational book I’ve ever read (well I actually listened to it).  If you’re someone who identifies as female and wants to start your own business or already has your own business, this book will fire you up.  I listened to the book and increased my prices, showed up with more confidence, and fired up my business.  It’s powerful.

My favorite blog is my own because it’s full of awesome content and resources all about web design, SEO, entrepreneurship, and self love.  C’mon, of course I have to shout myself out!

My favorite app is called Paired.  It’s a couples app that asks you each a question every day.  It helps bring me back to my relationship with my partner and the way it’s built is brilliant.  If you’re an entrepreneur (or just a busy person) in a relationship, I highly recommend the app.

What's your favorite business tool or resource? Why?

My favorite business tool is ActiveCampaign.  It’s an email marketing tool that is super robust and powerful.  If you’re not utilizing email marketing yet, consider this your official invitation to do so.  I say this to almost every person I come in contact with: your email list is invaluable!

And if you don’t need a super robust builder, I suggest Flodesk.

Who is your business role model? Why?

A few months ago I would have about seven answers to this question, but right now I only have one: me.  It’s a funny time to get this question because I’ve been actively trying to listen less to other people and follow my own path.  I’ve been getting tons of signs from the universe that I am the one with the answers to my questions and that I am the leader of my own path.

How do you balance work and life?

The best way to balance work and life is to have extremely clear boundaries.  I don’t work on the weekends and I don’t work past five.  Of course every once and a while there is a workshop or an event on the weekends that I want to participate in, but I never do any client work outside of my official work hours.  This is a hard boundary that I will never waiver on.

What’s your favorite way to decompress?

A walk with my dog and my partner.  Or curled up on the couch with them watching Friends sipping on a glass of riesling.

What do you have planned for the next six months?

The next six months for me are all about steady growth, consistency, and fluidity.  I’m working on leaning into the feminine and listening to myself.  I do have some big changes coming to my SEO packages but I’m not ready to share those quite yet.

How can our readers connect with you?

Shoot me a message on Instagram or send me an email at design@sequoiacraig.com!  You can also find me on social media platforms with the handle @sequoiacraigdesign.  My website is sequoiacraig.com.

Links:

Instagram

Website

Email: design@sequoiacraig.com