"Always lead with value" with Siouxla Roode
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Siouxla Roode is the founder of XO Household Management, a personal concierge service just outside of Boston, MA. She helps busy women reclaim their time and energy by taking over their home management duties. Siouxla is constantly thinking of ways to reduce her clients’ stress and add value to her services. She does everything with an extra dash of love.
Interview Questions:
Can you tell our readers about your background?
Of course! I graduated from UMass Boston in 2016 with a B.A. in Anthropology after having switched from a hospitality major. Toward the end of college, I began work as a private nanny and that role eventually expanded to include personal concierge duties. I have been a super-organized person my entire life and I’m finally understanding how I can use those skills to benefit others.
What inspired you to start your business?
Growing up in a single-parent household I saw just how hard my mom worked to raise and support me and my two sisters. She did everything on her own, both physically and emotionally, and now as an adult, I can only imagine just how hard that was for her. I continue to see the women in my life pulled in a million directions, often without the support they could really use. I decided to start XO because I want to make life easier for as many women as possible. Women are trying to juggle careers, families, self-care, and volunteer duties, among other things so my job is to take over some of those tasks. My goal is to help them find more balance and ease in their lives. My business is only me right now but I would love to expand in the future.
Where is your business based?
My business is based about 7 miles north of Boston in Medford, MA.
How did you start your business? What were the first steps you took?
The very first thing I did was Google every question I had about small businesses. Having worked in several small businesses in the past, I had some basic knowledge but also still had a ton of questions. I researched the different types of business structures, the laws, and regulations in my state, how to file for an EIN, and which bank would be the best fit for my needs. After that, I signed up for free online classes and webinars and continued to frequent government websites to get a better understanding of the guidelines in my state. Over the summer I invested in a 6-week business course from a reputable entrepreneur and learned all about mindset, marketing, copywriting, and basic finance.
What has been the most effective way of raising awareness for your business?
The most effective way has been my clients speaking highly of me and my services, which is a direct result of the exceptional experience I provide. You can praise your business all you want, but you gain a lot more trust from potential clients when you have amazing reviews from past and current clients.
What have been your biggest challenges and how did you overcome them?
My biggest challenge is believing in myself. I’ve spent a lot of my life feeling inadequate and so when I launched my business impostor syndrome quickly set it. I have these moments of self-doubt when I don’t think I will be able to grow my business or live my dreams. But I always persevere and push through those feelings. If I don’t believe in myself or my abilities, no one else will. Therapy has also been very helpful in uncovering why I feel this way and how I can actively work to heal myself.
How do you stay focused?
This is a work in progress. Sometimes I have these weeks where I feel super inspired and ideas come really easily and then other times all I want to do is crawl in bed, watch Netflix, and avoid work. And that’s totally normal! When I’m in one of those flow states I try to get as much work done as possible and set myself up for success so when I’m in a lower energy state I can use those guidelines and still get stuff done. I also write lists for everything. Mainly for my memory’s sake but also because it just feels really good to check things off and has that visual reminder of my accomplishments. I celebrate even the smallest wins and that helps me stay focused and move forward.
How do you differentiate your business from the competition?
I focus on providing the best possible experience and always go above and beyond. I don’t over-promise anything but I try to over-deliver as much as I can. Being a people-pleaser definitely makes this easier and I also genuinely love to help and make my clients feel special.
What has been your most effective marketing strategy to grow your business?
Word of mouth! It seems simple but it can be really effective. People share what they love so when I deliver great results, they talk. Also, encourage your friends and family to share your content. It’s free advertising for you and it allows more potential clients the opportunity to learn about your business and benefit from your product or service.
What's your best piece of advice for aspiring and new entrepreneurs?
Always lead with value. If you start a business and expect everyone to purchase from you right away you’ll be disappointed. It takes time for your audience to know, like, and trust you enough to enter a business relationship. Share your story, provide content that benefits them, and always be authentic.
What's your favorite app, blog, and book? Why?
My favorite app is Instagram. I like to follow accounts that I can learn from or that inspire me. Plus, it’s perfect for looking at pictures of pugs! Honestly, I don’t read any blogs. My favorite book is The Alchemist. I love the themes of unconditional love, transformation, and the reminder to follow our dreams.
What's your favorite business tool or resource? Why?
Canva is definitely my favorite. I started using it years ago when I worked in office management and continue to use it in my own business. If you’re not familiar, Canva is a graphic design platform that is super easy to use and free (unless you want to upgrade). I use it to create all the graphics for my social media and website and even used it to create my ebook! They have an app too so it’s really convenient when you’re on the go and want to get some work done.
Who is your business role model? Why?
The Weeknd. Honestly, he’s my role model for everything. He’s been able to overcome so much and build himself an empire. And not only that, but he helps others do the same through HXOUSE and BLACK HXOUSE. I find comfort in his journey. Also, he’s totally gorgeous which doesn’t hurt.
How do you balance work and life?
I recognize that they won’t always be balanced. I remind myself that it’s natural to have seasons of more work/less play and vice-versa. However, my well-being is my top priority so I make sure
to take the time to exercise, meal prep, and do things that bring me joy, even if it’s at the expense of missing some work or putting it off for a little while.
What’s your favorite way to decompress?
It’s a tie between spending time with my family, watching old episodes of Jeopardy on Netflix, and taking a relaxing bath with lots of salts and oils. It depends on how much time I have and what I’m in the mood for. I always try to listen to my body and mind and honor what they need at the moment.
What do you have planned for the next six months?
In terms of my business, I will continue to think of new ways to serve my clients. I want to come out with more e-products so I can help as many people as possible. Personally, I’d love to travel if it’s safe to do so. SoCal is my happy place and I’ve really missed it since COVID began. There’s nothing better than a beach day, lunch at In-N-Out, and a beautiful Cali sunset.
How can our readers connect with you?
They can head to my website (www.XOHouseholdManagement.com) or follow me on Facebook (.com/XOHouseholdManagement) or Instagram (@XOHouseholdManagement)!