Lisa Love is the CMO and Co-Founder of Tanoshi, where the mission is to provide an equitable digital education for all kids around the world, no matter their socio-economic background. Lisa began her career over 20 years ago working for Fortune 500 CPG companies, including Heinz and Del Monte in brand and product marketing. She managed a portfolio of brands that generated revenue of up to $75M. Lisa is passionate about giving all kids a fair chance to succeed.

What inspired you to start your business?

My mom taught in the Los Angeles Unified School District for 50 years, mainly the primary grades. She taught in South Central where many of her students fell behind. I watched my mom persevere through systemic challenges just to bring her students up to grade level. 

She used her own time and money to develop educational materials that really resonated with her students. She wanted to make sure all of her students had a fair chance to succeed.

Sadly, the same core issues exist today, just on another level - it’s called the digital divide.  

My dad was an engineer and worked for IBM during my childhood. I grew up seeing the benefits of technology and more specifically, the advantages of a computer.

Over the years, my parent’s passion for education and technology not only opened my eyes to the issues surrounding our education system, but also how I can do my part to help solve these issues through technology. 

Where is your business based?

Oakland, CA

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

I met my co-founder, Brad Johnston at a pitch contest. He was still developing the Tanoshi 2-in-1 and I came on board to help with the marketing.

I’ve always said and firmly believe that those companies who truly know their customers will rise to the top. That’s where I started…getting to know our customer. You should know the demographic information of your customer, the pain points, the questions they have, what makes the customer excited, how they feel about certain situations, and where they hang out. Companies that can answer these questions (and more), and take actions based on their findings are the companies that will excel. 

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

My appearance on Shark Tank has generated the most awareness. As you can imagine, a deal from Daymond John has been life changing. It’s opened up many doors. I’ve had numerous interviews, TV and radio appearances, and as a result the Tanoshi brand has gained enormous traction due to national awareness. 

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

Raising funds to take the business to the next level has been the biggest challenge. Under 1% of Black women receive VC funding, which is extremely sad and frustrating. Thank goodness I have a solid and supportive team to help get through these challenges. I am still working on funding, which requires focus, prioritization, and a lot of networking. 

How do you stay focused?

I make sure I schedule daily “me time”. Every day, I spend an hour either working out or doing something I enjoy. Why? Because it’s my “me time”. It’s the time when I escape, regroup and re-energize which is so important while running your own company. When I take short breaks during the day, I come back more focused, with fresh eyes and an open mind, and can accomplish so much more than if I had worked 12 hours non-stop.

How do you differentiate your business from the competition?

Tanoshi is built from the ground-up to be used for learning first, and consumption second (with parental permission and supervision).

The Tanoshi 2-in-1 was designed specifically for kids between the ages of 6-12 - the tween market. Other competitive devices were designed either for younger kids/toddlers or for older kids and adults. We are targeting an untapped market where there's a proven need and want, by both parents and kids.

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

Know your customer. This is absolutely key to your success. Start with defining your customer persona or avatar. Put a face and name to your target customer. In addition to the basic demographic information - what are the goals, values, challenges and pain points of that customer? Where do they go to get their information? Where do they spend their time and what do they do during their spare time? Start answering these questions. Use this information to start engaging with your customer. You’re now on your way to really knowing your customer, as well as having a higher success rate with your company. 

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

Your team is critical. Starting off, you will spend more time with your team than with your immediate family. With that, it’s important you vet your potential colleagues as much as possible. Be sure you hold the same moral values as them. Be sure you know their short-term and long-term goals. From a professional standpoint, make sure you hire people that complement your skillsets. You know your weaknesses. Hire people that are strong where you are weak, so that there is balance.

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

My favorite app is – Spotify because listening to music helps me get through the day.

My favorite blog is – Gadget Flow because I always like to read about innovative products created by small startups that are in the market.

My favorite book is – The Secret because it keeps me focused and in a positive state of mind.

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

There’s a creative side to marketing which I enjoy. I’m not an artist or graphic designer but I love Canva because you can create professional looking images in a matter of minutes, without having to know programs such as Photoshop or Illustrator. 

Who is your business role model? Why?

Michelle Obama. Why? Simple. Michelle exemplifies and exudes a woman who I truly admire and strive to become. She states, “Success isn’t about how much money you make. It’s about the difference you make in people’s lives.” I grew up with a mom who was a schoolteacher, taught the primary grades for 50 years, and had the goal to make sure every child succeeds. Growing up and being surrounded by people with this mindset, I know that I don’t have to be rich from a financial standpoint. That would not be fulfilling for me. My wealth comes from knowing that I’m doing everything in my power to make sure every child has a fair chance to succeed.

How do you balance work and life?

I’m pretty much a fanatic when it comes to a schedule. I make sure I schedule everything – whether it’s for work or personal. If it’s not on my calendar and you need me for something, then I will try to accommodate you, but I don’t feel guilty if it doesn’t happen.  

What’s your favorite way to decompress?

Working out. Being outdoors, whether it’s hiking or taking a long walk. I also love hanging out with friends and family.

What do you have planned for the next six months?

I am very excited about launching our next generation product this Fall, the Tanoshi Scholar. The Scholar will have more age-appropriate, educational content pre-loaded which parents have been requesting - all at an affordable price. The content pre-loaded will not require the Internet, which will allow kids that might not have Internet access to still learn.

How can our readers connect with you?

They can follow me on Twitter at @lisalovesmktg