Liana Pavane is a digital wellness coach and founder of TTYL — a tech-free community dedicated to human connection. Since founding in 2018, Liana's events have been hosted by partners like Athleta, Showfields, and Creative Mornings, and have been featured on publications like Thrillist, TimeOut, and NY1, and more. And when she's not hosting TTYL events, Liana is coaching clients on how to put down their phones and pick up their lives. Follow her on @ttylnyc or check out her website for more: www.ttylnyc.com  

Can you tell our readers about your background?  

When I was in college, I studied theatre — with a focus on directing and playwriting. I've always loved bringing stories to life and overseeing the creative vision, and that translated well into hosting events for my company, TTYL. After I graduated, I dipped my toes into roles across various industries, from recruiting to retail to sales, but entrepreneurship has always been my true passion. Building my brand, TTYL, has been the most rewarding part of my career, and I look forward to growing the company.

The mission of TTYL is to help people embrace a healthier relationship with technology. Through mindfully curated (and phone-free events), we provide a space for you to free yourself from the world's distractions and free your kid at heart. Imagine an area where you can have fun without needing to document it — that's what TTYL delivers — because, without your phone, you worry less about scrolling through your life and more about living your life at the moment. TTYL is a place where like-minded people gather to embrace real human connection by disconnecting from their screens.

What inspired you to start your business?  

I grew up in a very healthy-tech household. Until I went to college, my parents wouldn't let me watch TV during the week, and I was never allowed to play video games. I spent a lot of time tapping into my imagination and creativity after school and on the weekends. However, once I got a laptop in high school, I immediately got addicted to technology. I would secretly spend hours watching TV or reading blog posts from Refinery29.  

Then, during my college years, social media was booming, and my screen time increased immensely. I didn't get my ah-ha moment until after graduation when on vacation with my family in Europe. While there, instead of enjoying the holiday and being present in the moment, I noticed myself feeling FOMO for my friends back home as I watched their lives unfold on Instagram.  

I realized then how ridiculous it was that I couldn't live in the present anymore — and probably hadn't for a while. When I got back from that trip, I immediately started brainstorming about my business. A place with no phones, no screens, but with tons of human connection that didn't need to be documented or scrolled through. The idea for TTYL stemmed from that child-like wonder that I missed and the inherent need for more genuine human connection in our extremely plugged-in world.

Where is your business based?

TTYL is based in NYC. My events have taken place in Manhattan at prominent locations such as Showfields, Athleta, Tijuana Picnic, and The Flower Shop. I've also hosted events in Brooklyn at Freehold and DSK.

During quarantine, I had the opportunity to organize virtual events with tons of other awesome companies, including Creative Mornings, Six Degrees, The Yard, and more. My goal is to expand IRL events to other cities and, one day, other countries!!

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

As I became more hyper-aware of my own digital habits, I was also researching and learning everything I could about digital wellness and the effects of technology. Eventually, an idea for my business really started to take shape. At the same time, I was checking out the competition. While many companies touched on healthy-tech, I didn’t see any that offered phone-free or community-focused events. So that’s where I started. 

From there, the first step I took was to design my logo and website. This helped me create an overall image for my brand and formulate exactly what my business was from an outside perspective. As I was working on the website, I gathered as many emails as possible from my inbox and messaging all of my friends and family. This was the start of my first email list. Then, once I officially launched my website, I became LLC incorporated to make my business official! 

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

I've definitely grown a lot through word of mouth! Lots of people will come to my events and then come back with a friend or two. That’s my favorite part of the community! Partnerships with other communities (like Jiggy Puzzles, Getaway, and Rise Brewing Co.) have also been a great way to create quick exposure to a large group of people. At the beginning of the pandemic, I was invited to lead tons of virtual coaching workshops for different companies. I would get access to attendee's email addresses to then to add to my growing subscriber list. I've learned that an email list is critical to growing any community or business!

We've also gotten a lot of press exposure for our events, which have been featured on Thrillist, TimeOut, Forbes, Thrive Global, NY1, The Mind's Journal, Darling Magazine, and more. I've also had the chance to guest star in various podcasts from Unlearn Yourself to Living by Design to Get Roses. Press has been a great way to bring people to our website and grow awareness for the brand.

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

One of my biggest challenges was when I shifted from free entry to charging admission for my events. It was difficult for me to put a price on my worth, and I thought it would detract from the number of people who would attend. At first, I was disappointed that not as many people were showing up. However, once I charged more, the number of people attending increased, and the people who showed up were not only really engaged but often came back regularly.  

Although my events had fewer people than before, I realized that I needed to build a new customer base now that I was charging. The types of people I was now attracting would be different from those who came for free. Additionally, I realized that it was all about the quality and not the quantity of the attendees. I'm also happy to say that I've realized the more intimate my events are, the better; human connection is the most powerful and impactful in a smaller, more intimate setting. 

How do you stay focused?

I also only focus on one task at a time, and I tend to break up bigger projects over an entire day or a couple of weeks. When it comes to long-term projects, I create deadlines for myself, so I can work backward to figure out how much time it will take me to complete the task. Putting my phone out of arm's reach or flipping it upside down is huge as well. I turn off my sound and notifications on my computer too. Although I have my LinkedIn and Facebook open, they are on a different screen at all times. If I regularly saw a red notification or blinking message, I would go crazy!

For anyone looking for a new productivity method to try, I highly recommend the Pomodoro Method for short bursts of focused work. For anyone new to the technique, it's 25 minutes to work on one task, take a five-minute break, and repeat that cycle four times. After the fourth session, you take a more extended 30-minute break. With shorter, more structured breaks, it's easier to stay focused and motivated. 

For anyone struggling to work from home, I recommend finding an area where you can focus on your work or projects that are separate from your leisure area. If you're in a tiny apartment, even choosing the kitchen table vs. the couch can make a huge difference. And, of course, less phone time.

How do you differentiate your business from the competition?  

Surprisingly, there aren't a ton of other digital wellness companies like mine, at least not in NYC! However, there are other board game cafes or bars in the city that are very popular. I differentiate myself by being a pop-up event experience that also brings local entertainment (like comedians, sex coaches, and singers).

This way, I'm not pigeon-holed into categorizing TTYL in one physical location. Additionally, each event is themed, which attracts all different types of people within my demographic. For example, my mystical night with tarot and aura attracts a different crowd than my phone-free dating event with a local sex coach and my live entertainment event with singers and comedians. Regardless of the theme, TTYL is a place you can feel comfortable coming alone and walking away with a new friend — something you can't do as easily at a bar in NYC.

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

As ironic as it sounds, social media has opened a lot of doors for me. I've been able to find a lot of brands to partner with and vice versa. I love it when people reach out to connect with me because these platforms are designed for that very reason! Although it's not quite a human connection, it's a form of contact that can turn into a long-term relationship where we can meet IRL. Plus, I've found that one of the best places to talk to people about their digital wellness habits is when people are using their digital devices.  

In place of IRL events, I started an IG Live series that I call “Slumber Party” where I bring in some of my favorite community members for meaningful conversations and virtual games — this has been a great way to stay connected during this time! (And I hope to turn this into a podcast in 2021.)

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

My best piece of advice is to try and care less about what other people think.  

If you are genuinely passionate about something, put it out into the world. Odds are, other like-minded people are going to be excited about that too and need it from you! Growing a brand is all about tapping into a specific niche, finding something that doesn't exist there, and then filling in that gap for the people looking for what only you can bring to the table.  

Yet, it's essential to know that support may not always be universal even when you do that. Not all feedback you'll get will be useful, and even if your friends and family aren't into what you're doing, that doesn't mean you won't find the people who are. Trust me, you will! The best part is that those people will be so grateful that you brought your passions into the world.  

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

My favorite app right now is Co-star — an algorithm-based astrology app. I'm a big believer in the universe's guidance, and I often find that what it says accurately aligns with how I'm feeling that day.  

My favorite blog right now is The Good Trade. They focus a lot on sustainability and minimalism, which I am incorporating more into my life. They're also female-focused and emphasize topics that are somewhat controversial and culturally topical.

Lastly, my favorite book changes all the time, as I'm always reading. I recently read an amazing YA book called "Children of Blood and Bone." It's written by a Nigerian-American author, Tomi Adeyemi. I'm also a huge sucker for a sci-fi story, which this book definitely fulfills. It's got magic, the Gods, and a love story. Oh, and the main characters are all females!  

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

Canva all the way! Canva is seriously a fantastic creation, and it has got you covered when it comes to creating a poster, a stylish Instagram post, or an Eventbrite header. It's super user friendly, especially for someone who doesn't use Photoshop or Indesign. They are continually adding new features, and you can also upload your photos and quickly size them to your liking. Amazing for marketing, promo, email, and more!  

Who is your business role model? Why?  

I'm a huge fan of Cyndi Ramirez Fulton, founder of Chillhouse. She's always been so beautifully candid with her followers on the struggles of running a business. I also admire her self-care messages, which I feel are similar and aligned with how TTYL views it — as a lifestyle.  

How do you balance work and life?  

As an entrepreneur, I'm never not working (even if it doesn't look like I'm not). For example, I was at the beach the other day and ended up networking with a mutual friend who mentioned he produces podcasts. That part of my brain is always on, but I do set boundaries and make a big point of socializing — aka participating in the type of human connection that my company is built on.

Balancing has also been a lot easier for me during the pandemic because I'm able to work with my friends. This way, we can take fun matcha breaks and be productive together. I also make a point on the weekends to take one full day offline. I won't check my email or respond to anything on social media. This is hugely helpful in holding me accountable for my screen time and my personal time.  

Self-care is also crucial to me and can be something that looks different every day. I love to journal when I have a lot on my mind or go for phone-free walks in nature. I also love to workout first thing in the morning to ignite my mind-body connection. Without that burst of energy, I don't feel like myself. Work-life balance, to me, doesn't just mean balancing my social life with work hours. It's also about balancing me-time.

What's your favorite way to decompress?

My absolute favorite way to decompress is with a warm bath! These usually include lots and lots of bubbles, a fresh candle, and Simon and Garfunkel. When I seriously need a moment to disconnect from the world, this is my go-to combo. It works every single time.

What do you have planned for the next six months?  

Oh wow, lots of exciting projects are in the works for TTYL that I can't wait to announce officially! In September, I'm launching a group coaching program called Disconnected, a 6-week program that will help you reconnect with yourself and find tech-life balance while making new friends in the process. I'm also in the process of launching merch really soon, which is something I've always dreamed of doing! Lastly, I'm planning on turning my Slumber Party IGTV series into a podcast in 2021!  

How can our readers connect with you?

You can check out TTYL's website (www.ttylnyc.com) to stay informed on all our offerings, sign-up for our monthly newsletter, Wellness Unplugged, to get digital wellness advice delivered to your inbox, or you can follow and engage with us on Instagram @TTYLNYC! And please feel free to email me directly anytime at liana@ttylnyc.com!