"When launching your company, brand exposure is key" with Susie Levitt

Susie Levitt is the Co-founder of Simple Satch, a female-owned and operated company that makes safety stylish with their hands-free infection resistance kits and bespoke non-medical grade face masks. An innovative founder with a patent-pending design, Levitt is reimagining the personal hygiene industry and empowering women everywhere to embrace life in the new normal with confidence. Levitt has a decade of experience in the fashion industry and Simple Satch marks the second start-up she has founded. Levitt has been recognized as one of the "Top 100 entrepreneurs under 40 in the country" by President Obama, as well as "The top 25 under 25" by Bloomberg Businessweek, Inc. Magazine, Forbes, and more.  

Can you tell our readers about your background?

Hi Fem Founders! My name is Susie Levitt and I am the co-founder of Simple Satch, a company that produces stylish safety kits that help women tackle life in the new normal with confidence. My career in the fashion industry started in 2009 when I graduated from NYU and launched my first company, City Slips. After its sale in 2012, I continued to work in fashion on brands such as Ted Baker and frequented QVC as an on-air guest host for footwear brands. Now nearly a decade later, I’m launching my second venture, Simple Satch, and am excited to be back in the entrepreneurial world, creating accessories that are fashionable, convenient, and affordable! I have previously been recognized as "Top 100 entrepreneurs under 40 in the country" by President Obama, as well as "The top 25 under 25" by Bloomberg Businessweek, Inc. Magazine, Forbes, and more.

What inspired you to start your business?

Like everyone, the pandemic has presented challenges, but for me, it meant having my wedding canceled the night before during my rehearsal dinner. The following week I received news that my job in the fashion industry was also affected. Jilted by the virus, I knew I needed to take this pandemic setback and turn it into a comeback.  

Alongside my Co-Founders, Corinne Daniels, a registered nurse, and Chaiah Delouya, a fashion designer and mom of three, I decided to turn my business idea into reality by launching Simple Satch, a stylish hands-free infection resistance kit that gives back.  

The Simple Satch Starter Kit is the ultimate hands-free infection resistance package – inclusive of a patent-pending belt bag, hand sanitizer, antibacterial wipes, a non-medical grade face mask, and filters. With safe and hands-free hygiene our top priority, we wanted to create an innovative product that women could use every day no matter if you are on the frontlines, in the boardroom, or a parent raising kids. 

Dedicated to positively impacting those in need, 10 percent of sales on simplesatch.com go directly to the charity. Simple Satch is also uniting our products with purpose-driven people to create charitable events to raise money for those in need. At Simple Satch, we believe hygienic essentials, and giving back, will never go out of style.  

Where is your business based?

New York City

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

The first thing we did was create a business plan. We reviewed our product, the problem at hand, constructed competitive research to understand the white space in the market, and more. My Co-Founders and I also asked more than 200+ friends and family to take a google survey (which is free!) to understand what they were looking for to feel confident and safe in the new normal.

Once we knew that we had a product that customers needed, and a business plan packed with research to back it up, we pooled together a team of consultants ranging from veterans in the fashion industry to legal advisors and marketing executives to give us feedback. We also worked with 20+ former colleagues to get advice on both ways to enhance our business plan and the potential price point and product offerings.  

Our head of design, Chaiah Delouya, worked with our suppliers to perfect our patent-pending bag from prototype to mass production. Since our launch on June 15th, we have sold thousands of kits direct to consumers, have been featured at the Emmy’s by anchor Naz Perez, and recently were seen on Wendy Williams. We also will be launching with Von Maur and Ipsy this fall and are stocked in several stylish boutiques across the country.

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

Building a community, not just customers, is part of Simple Satch’s mission. We knew early on being authentic and transparent about both our products and charitable causes would be key to acquiring the foundational members of our girl gang.

Positively impacting those in need is part of the fabric of our company and one of the ways we are authentically growing our customer base. 10 percent of all sales on SimpleSatch.com go directly to a customer’s charity of choice. We are also uniting our products with purpose-driven people who are enriching our communities nationwide to create virtual events to positively help those in need. From yoga classes and makeup tutorials to cooking lessons and skincare advice sessions, these virtual events all benefit notable causes. This interactive and conversational approach helps us authentically connect with customers and build a tribe of empowering women versus just having a transactional experience. 

Dropshipping is another way to acquire new customers. The beauty of the drop shipping selling method is the retailer does not need to buy inventory up front, so they can test your product and see if their customers will buy. Retailers can add your product to their site as the dropshipping software pulls imagery and copy directly to your homepage. It is a turnkey way to scale and have increase reach without a ton of investment or labor. Topline – drop shipping is an efficient way to increase sales, and quickly gain exposure.

Customization is so important to businesses and end consumers. We have enabled options to customize our product, so it fits customer’s personal brand and feels unique to them! For example, when someone purchases our Simple Satch Starter Kit, they can select the non-medical grade face mask design of their choice. Additionally, customizing the giving experience at the end of checkout was key to us. We want our customers to confidentially know what their gift of gratitude is supporting. By teaming with Givz, a company that simplifies the giving experience, customers have a turnkey option at the end of checkout to donate 10 percent of their purchase to more than 1.6 million charities

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

Every company faces challenges, yet the mindset in which the organization embraces them can ultimately determine its success. The COVID-19 pandemic has resulted in challenging times for all businesses, yet as an entrepreneur and the Co-Founder of Simple Satch, I refuse to let it stop our company from making safety stylish and positively impacting those in need. A core part of my leadership style is a positive, solutions-oriented mindset. For every impossible element we are facing, there is a possible solution, but sometimes it takes innovative thinking mixed with being resourceful to generate it.  

As a wholesaler and product-based company, interfacing with customers is a critical component of our business. During this time of social distancing, we pivoted from a traditional in-person showroom to a digital one so our retail partners could still access our products. Our ability to quickly find a solution proved successful. We were able to schedule customer appointments and showcase our entire collection, a surprising benefit as we were not always able to carry all our products to physical appointments. 

A solutions-based mindset is everything – instead of seeing complexities, see possibilities, and then you will see results.  

How do you stay focused?

Being a small business owner means wearing an assortment of hats. To succeed as a start-up, my Co-Founders and I have developed four big rocks to our business to keep us focused. The big rocks include:

·      Infrastructure - Building a progressive and highly functional eco-system so that we can scale is core to Simple Satch. By using technology, such as Shopify and QuickBooks, various applications help us automate the supply chain and keep an accurate inventory. This frees up time, mitigates human error, and allows us to focus on items that will produce an ROI for our business.

·      Product – Our products incorporate fashion and function. Building items that have a great value and are trend-right is important to the success of our business. We have developed a go-to-market plan which creates a step-by-step process for building SKUs and bringing a product from conception to reality with ease, agility, and speed. Picking and choosing the assortment line, total SKU counts, and making sure we are not spreading ourselves too thin is crucial.

·      Marketing – Cost-effective marketing is key for any start-up. Influencer marketing has allowed us to create amazing content, work with incredibly talented women, and authentically grow our brand awareness. Creating achievable and actionable goals with deadlines has helped us stay organized and accomplish micro goals over a short period of time.

·      Sales – Identifying exactly who our target consumer is has allowed us to stay focused. We have done extensive brand exercises to understand our target demographic, how they shop, what is important to them, and more. By zoning in on a particular market, not only has this allowed us to focus but also not spread ourselves too thin in terms of product development. In addition, understanding our key target distribution channels, price points, and brand adjacencies has allowed us to focus on building collections that are right for our target market.

How do you differentiate your business from the competition?

By offering an all-in-one kit that features an assortment of hygienic essentials, including a patent-pending bag with an external dispenser for antibacterial wipes, we are differentiated from the competition. Focusing on our target demographic and making safety fashionable has also helped us stand out. For example, we have collaborated with PrettyConnected to create high-fashion, yet functional, accessories to compliment the traditional mask.  

We have a 25% customer return rate and our research shows that it is a testament not only to our high-quality product but also the customer experience. Our elevated packaging, which features inspirational messages, provides a unique unboxing experience and makes everyone who purchases our product feel special. Empowering women and building an authentic community is what makes first-time buyers repeat customers. 

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

The most effective way of building our tribe has been through social media. More than 50 percent of our direct to consumer purchases come from Instagram alone. Our approach to building relationships with micro-influencers that align with our company values has proved successful. The authentic content developed by these creative gurus has helped fuel our growth by providing us additional exposure. We have also worked with stylists who have uniquely incorporated our product into gift guides and fashion lists. Other ways of growing include targeted e-mail marking campaigns, engaged retail partners, and traditional earned media, among others.

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

When launching your company, brand exposure is key. Traditional e-mail marketing and social media campaigns are foundational points in the business, but do not forget to tap your own network of friends, family, and co-workers! The personal connection to those foundational customers creates a loyal base that will grow with your company.

Advice for first-time entrepreneurs is to do your research and development through scouring online sources and taking surveys of potential customers – it is so important! Making sure your product is priced right and is competitive in the marketplace is key. At Simple Satch, we did an extensive survey in April which informed us of customer buying decisions, preferred purchase price, and the type of products people wanted to buy. Take time to also research keywords so you can ensure your site is easily found. As startups, we are all budget conscience and data can help everyone make informed decisions. Leverage your research to attract new customers by smartly select keywords to increase ‘SEO’ on both social advertisings and google ad words.

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

Two things are extremely vital in business today – quality data and responding to customers quickly. With Shopify, I love how I can access orders, customer information, sales metrics, and more right from my smartphone. Having this information readily available in an easily digestible format has been a huge asset. 

Entreprenista is my favorite blog/podcast. I love hearing stories from other female business owners. Start-ups are an uphill battle and to hear how other strong females have overcome obstacles is inspiring. The Growth Startup Handbook by David Feldman is one of my favorite books as it also shares some of the challenges entrepreneur’s face, and ways they can solve them! I am a very solution-oriented person and always feel if there is a will, there is a way. You just need to find it.

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

Virtual companies have their challenges, but for Simple Satch going digital meant business as usual. My Co-Founders and I launched Simple Satch during the pandemic and have leveraged a variety of business tools to track key performance indicators and campaigns while working remotely. Monday is our favorite project management application. The program groups tasks and allows colleagues to share files, status updates, and more in real-time. Providing access to view and track progress on projects has helped us all not only set goals but achieve them. 

Who is your business role model? Why?

I love Sheryl Sandberg. She is an activist for women in the workplace. Not only was she the first female on Facebooks’ Board of Advisors, she also encouraged women globally to “lean in.” Intelligent, strong, and supportive, Sandberg is a pioneer for women in business. Her ability to overcome adversity – such as losing her husband unexpectedly and becoming a single mother – is so inspiring.

How do you balance work and life?

Routine and keeping to a schedule. Everyone pokes fun at me saying I am very regimented and “I am like clockwork.” I set aside a specific time each day to work out, eat healthily, and spend time with family and friends. This helps me balance and makes me more productive. 

What’s your favorite way to decompress?

Shutting off my phone and doing yoga are my favorite ways to decompress. Setting an intention before my practice and circling back to it at the end makes me feel both accomplished and grounded. Each day I set a different intention such as “to be more present,” or “to be easier on myself.” By incorporating these mantras into my practice, I also bring them into my workday. Outside of yoga, my fur baby Belle, a Boston terrier, helps me decompress with long walks. She’s my little companion!

What do you have planned for the next six months?

As a retail company, Q4 is always the busiest time of the year. From helping our retail partners promote our products to launching new collections, successful executions across our brand extensions will be key to driving sales. Additionally, my Co-Founders and I will begin developing our Spring21 collection. Our customers can look forward to more accessories for life in the new normal that incorporate fashion and function.

How can our readers connect with you?

Please follow me on Instagram @susielevitt @simplesatch and Linkedin, Susie Levitt!