"Be passionate about what you choose to do" with Romy Taormina
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Romy Taormina is CEO, Founder, and Mom Entrepreneur of Psi Bands, a clinically proven medical device (acupressure wrist bands) for the relief of nausea. Psi Bands are an Oprah Magazine “O” pick and Entrepreneur Magazine calls them a “strokes of genius.” More than 1M sets sold. Retailers include Target, Sprouts, H-E-B, Amazon, etc.; hospitals; and internationally.
Can you tell our readers about your background?
I am a graduate of Cal Poly, San Luis Obispo. I studied business with a marketing emphasis. Prior to starting Psi Bands, I had years of experience working on marketing campaigns and grant writing projects for well-renowned organizations, including the National Steinbeck Center, the Carmel Bach Festival, and the YMCA.
What inspired you to start your business?
I suffered from debilitating morning sickness during both of my pregnancies and was sick for more than a year of my life. The only thing that quelled my nausea and vomiting was acupressure wrist bands but the products on the market were drab, not waterproof (I still needed to shower and didn’t want to wear waterlogged bands) and they would slip up and down my wrists and not stay static on the Nei-kuan acupressure point, the point proved to relieve nausea. So I set out to create a product that was both superior in form and function. Psi Bands were born. They are uniquely stylish, waterproof, fully adjustable to stay on the Nei-kuan point, and affordable. Further, they are not only for morning sickness but also motion/travel sickness, chemotherapy, and anesthesia.
Where is your business based?
Pacific Grove, CA
How did you start your business? What were the first steps you took?
I researched current products on the market, market landscape, and growth potential. This included writing a business and marketing plan, seeking out assistance from others who were experts in their fields, and asking a lot of questions. People love to help others.
What has been the most effective way of raising awareness for your business?
I love HARO. We have subscribed for years. And, it’s free. We receive daily digests and then pitch (i.e. submit replies) where appropriate. HARO connects journalists seeking expertise to include in their content with sources who have that expertise. It’s important to pitch succinctly, on point (i.e. what is the journalist specifically asking for), and with enthusiasm. Here’s a sampling of our press.
What have been your biggest challenges and how did you overcome them?
Every day I face challenges. It’s a journey filled with ups and downs. I am very solution-oriented. When faced with a challenge, I take the bull by the horns and deal with the difficult situation directly and come up with ways for how it can be resolved.
How do you stay focused?
Having plans in place (a business plan, marketing plan) allows one to remain focused. Change is inevitable and the one thing we can rely on. However, while we pivot, we also need to review the plan and make sure that what we choose to focus on will help the business grow and will be in alignment with the plan.
How do you differentiate your business from the competition?
We have a brand identity and we stick with it. Consistency. All marketing messages, while repurposed, have the same feel/voice.
What has been your most effective marketing strategy to grow your business?
Have a marketing plan. It keeps you focused on. That doesn’t mean you have to stick to it, but it does mean a solid review of it if you do decide to change something and not to be distracted by all the opportunities that will present themselves.
What's your best piece of advice for aspiring and new entrepreneurs?
Be passionate about what you choose to do. It’s that passion that will fuel you when things get tough. And things will get tough. But, you are tough and you got this!
What's your favorite business tool or resource? Why?
I already mentioned HARO. I use bill.com which streamlines our billing process. My bookkeeper enters in the bills remotely and I then decide what and when the bills get paid. Saves time and money. I also subscribe (for free) to industry daily publications, such as Drug Store News and Chain Store Age, that provide me with digestible snippets and keep me informed.
Who is your business role model? Why?
I have many who I believe have good, consistent lessons from which to learn. However, Malcolm Gladwell stands out. I appreciate his wit, intellect, and willingness to explore various subjects supported by thoughtful research.
How do you balance work and life?
I say “no” a lot. There are so many opportunities out there but I want to focus on the ones that bring me the greatest joy. When you say no to those things that you don’t find truly fulfilling, then you are able to say yes to those that are.
What’s your favorite way to decompress?
Pilates, finding ways to give to others (i.e. doesn’t have to cost money… handwriting a letter, texting a funny or inspirational meme, sending an email to let someone know I appreciated what they did), and listening to podcasts.
What do you have planned for the next six months?
We are focusing on international growth. We are leveraging the services provided by US Commercial Services. They have provided us with introductions to distributors throughout the world as well as supporting us with grant funds. It’s then up to us to cultivate those relationships and turn them into partnerships.
How can our readers connect with you?