"Read, learn, network" with Stephanie Schull, PhD

Stephanie Schull, Ph.D. founded Kegelbell because she was deeply moved when she discovered how much people with vaginas suffer as a result of weak pelvic floors. It was clear the marketplace was motivated by forces that would never offer a safe, natural, effective, and affordable solution. That’s why she decided to leave her career as a Philosophy professor to develop Kegelbell. Read more about Stephanie’s story at https://www.kegelbell.com

Can you tell our readers about your background?

My whole life I was in academia, in Philosophy in particular, where I enjoyed trying to solve thousand-year-old problems and doing a deep dive into issues, and developing sufficient expertise to offer a viable solution. My last post was as the Director of the Frank Lloyd Wright School of Architecture where I grew an appreciation of solving problems through excellent design as I sat in my office, which was Frank Lloyd Wright’s famous office and drafting room at Taliesin. 

What inspired you to start your business?

I decided to turn my problem-solving skills toward the lived world and provide solutions through the marketplace. Part of my training is to approach an issue neutrally with no assumptions or preconceptions, which frees me to see solutions that have always been hiding in plain sight. 

Where is your business based?

I founded the business in the beautiful Sonoran desert of Arizona. It is a unique landscape of very special plants and animals that can survive only in this distinct and extreme climate. My walks in the desert are how I think through problems and it is a necessary part of how I work. If your work ever takes you to the Phoenix valley, please drop me a note and we can meet up!

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

I saved much of my modest income as a professor over the years, so I had accumulated some savings that I had invested in some stocks that did well; I then applied these monies to funding the working capital as well as compensating for a lack of income during the years building the business. It is necessary to have some money, even if very little by normal business standards, in order to practically get things off the ground. First I did research into the problem I was looking to solve, which entailed lots of research in the library, and then in the marketplace, and then time interviewing people. When I saw enough evidence to convince me of the vastness of the problem and the effectiveness of the solution I had formulated, I strategically attended a social impact incubator, SEED SPOT, to help me work out the details of the business model and for access to a network of experts available for questions and guidance. Then I created a prototype, interviewed the prototype users, experimented with early ads to see about CAC, then iterated, manufactured, and launched.

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

Speaking at business events where there are lots of women attending has been effective since my message is that women are being held back unnecessarily by pelvic floor issues, which is a message that resonates with high-achieving women. From a strategic implementation perspective, I raised awareness most effectively by attending two Indie Beauty Expos. My research had led me to the point of making an intuitive leap that the Beauty sector would be the most effective market channel even though there were no products like mine yet in that sector. Since having launched on that stage, Kegelbell may well be a part of the wave that has created a shift in Beauty that has since embraced sexual wellness under the Beauty and Self-Care umbrella to good effect. 

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

I overcame lack of funding by persistently showing up and networking so that I could develop a critically important number of advocates, who were willing to donate time and resources to help us meet our needs in regulatory, manufacturing, marketing, and operations. 

How do you stay focused?

It helps to have my first product, Kegelbell, so squarely oriented around an important mission of women’s health and their success, that it also generates grateful customers who reach out in thanks, which keeps me motivated. 

How do you differentiate your business from the competition?

We have developed the simplest and easiest and most efficient way to support robust pelvic health so that women can go out there and do anything they want. It was a harder and more expensive path to pursue FDA registration, but that was important to me to have the quality assurance that denotes. Moreover, Kegelbell does not have a tech/big data play, which I decided against in favor of simplicity, ease of use, and reliability, but it had the consequence of deterring investors who chase after big data. It was also more expensive to use quality materials and to take the time to educate the consumer. Our competition has all opted out of these things, and either taken an easy and cheap path with inferior material, or they have taken an expensive but more lucrative path of integrating technology so that they can lure investors with the collection of customer data through the apps that must be used in tandem with the product. I stand by my decision to create a safe, simple, and effective solution in support of the customer experience, even if it costs us more, and makes us less attractive to many investors.

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

The time I spent on designing the packaging look, feel, and messaging ended up proving to be a well-spent effort. I have less evidence that my decision to have only ever Kegelbell customers in our images, posts, and marketing material, but I have a feeling that having only Kegelbell customers in our material unconsciously communicates the facts that we are authentic and have truly happy customers. 

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

Read, learn, network. Whenever you can, show up to events (IRL or virtual), join groups strategically, ask questions of everyone you meet from the grocery store to the VC firm, and read and listen to podcasts.

In order to be dialed into the culture, and to know the myriad details of the business world, you need to be open and actively engaged in absorbing as much material as possible and meeting as many people as you possibly can. 

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

I launched down this path as a result of reading Tim Ferriss’ 4-Hour Work Week, not because I was interested in working less, which I do not care about, rather it was about how to just jump in and start a business out of nothing. Up until I had read that book, starting a business seemed impossibly daunting, but he created effectively a checklist, and I just worked the steps. I also like the Y-combinator series, the Stanford Sam Altman videos series of How to Start a Startup, and the How I Built This podcast, and as of late some of the Master Class series, especially the one by Sara Blakely and another by Howard Schultz.

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

In addition to the resources listed above, which were very practical tools as I used them, I would say Evernote and Smartsheet are favorite software tools, Clearbanc and Paypal are critical financial tools, but I owe the very existence of my business to Shopify. Hand down, Shopify is the most democratizing force in business and it does so beautifully and elegantly with nearly flawless software that anticipates our every need. 

Who is your business role model? Why?

Sara Blakely stands out as one of the few female entrepreneurs who truly grew a business out of nothing, with none of the ivy league connections, family or community business network, or access to family fortunes, she just did it on her own.

How do you balance work and life?

I don’t think I balance work and life other than getting eight hours of sleep, 3 meals a day, and exercise on most days. Outside of those activities (which I usually multitask by thinking through work problems while doing them) I am usually just working. This is not a complaint, it is simply my preference, I have chosen this path because I like it. 

What’s your favorite way to decompress?

It is a rather earthy mixture of wine, hikes, excellent food, and romantic adventures. 

What do you have planned for the next six months?

Growth! Product development!  And if I can get the stars to align, I will start to pay myself back after all these years of investing in the company with no pay.

How can our readers connect with you?

I would love it if they do! Find me at hello@kegelbell.com or leave a message at 855.440.0375 and I will get back to you.