"Building an Authentic Business in an Inauthentic Industry" with Kat Spangler

Photo Credit: Maggie Kirkland

Kat Spangler has been a certified personal trainer and holistic health coach since 2011. At just 19 years old she opened doors to her business, Eat N Run Fitness which she thought would be a simple 1:1 personal training business. Little did she know that she had her own health battle ahead of her which would lead her down a path to help hundreds of women get to the root of their weight struggles and discover the incredible healing powers of food and fitness. Kat’s business has since grown to an online weight loss and wellness brand that offers a variety of programs focusing on gut health, mindset transformation, and lifelong habit change.

Can you tell our readers about your background?

I grew up as a dancer and as such struggled a lot with body image and my relationship with food. I basically experienced orthorexia by day eating incredibly clean and working out 1-2 hours a day and binged at night. As fate would have it, I got a 3rd-degree ankle sprain that ended my dance career, at which time my older sister Autumn Calabrese (you may know her from Beachbody’s 21 Day Fix) invited me to intern with her in California as a trainer. I fell in love with the business and the idea of owning my own company one day. So at 19, I got my certification, and after struggling with my own health issues (namely hashimoto’s thyroiditis and leaky gut) decided to get a certification in nutrition as well. At that point, I made it my goal to help as many women as possible lose weight without hurting their bodies with extremes as I had.

What inspired you to start your business?

Watching my sister hustle and build her brand, relying on a lot of creativity, problem-solving, and grit, always really excited me. Plus the frustration I experienced looking at the dieting world filled with pseudoscience, quick fixes, and unhealthy extremes that I knew were causing more harm than good really made me passionate about making a change. I felt like we needed different voices and perspectives in that space and I wanted to be one of them, leading the charge. 

Where is your business based?

I still do some 1:1 personal training in Dallas, but most of my coaching (whether nutrition or fitness) is done online now.

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

I feel like my business had 2 different starts. The first was in college where I did what I thought was important: I registered my trademark for Eat N Run Fitness, built myself a very basic website, ordered some business cards, and tried to talk about my business as much as possible to friends and classmates. I got a few clients here or there but nothing that would support me. After I graduated and started my business in earnest (aka earning a livable paycheck), I threw up an ad on Groupon and shifted my focus to building my network and getting as many referrals as possible.

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

Referrals, referrals, referrals. I always tried to make sure my clients had an outstanding experience with me. Even from a young age, I understood the importance of personally connecting with my clients and making them feel heard, understood, and seen. Anyone can give you a workout routine or nutrition plan, but I think that deeper connection is what had people actively recommending me to their friends.

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

My biggest challenge was creating consistent leads. I was beyond grateful for all of the referrals, but it wasn’t something I could rely on to grow my business consistently. I wanted a system in place where I knew I could get x amount of new clients each month. My solution was to hire coaches to teach me what I didn’t know. I got coaches who taught me challenge funnels, email funnels, mastermind funnels, freebie funnels, and everything in between so I could play a more active and intentional role in building up my clientele. 

How do you stay focused?

I can’t help but chuckle at this question because for me staying focused has never been my problem. I get tunnel vision once I start on a project. My struggle is breaking out of that hyper-focus state to make sure I’m making time to take care of myself and enjoy the life this business has helped me create. But also, for anyone who does struggle with focus, my recommendation is to GET A PLANNER. If I don’t have my big projects written down, broken down, and mapped out day-by-day, they will NOT get done.

How do you differentiate your business from the competition?

I never follow the crowd. I see so many coaches and trainers who take the easy way out and jump on whatever trend is hot at the moment (keto, paleo, vegan, etc.). But that just goes against everything I believe in. I dig deeper with my clients and go further with my research than I think most wellness experts are willing to go. I don’t just read nutrition books or fitness magazines. I do deep dives into psychology, trauma, hormones, gut health, habit change, motivational interviewing, anything and everything that could make me a more effective, more well-rounded, and more compassionate coach.

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

A few years ago, I reached out to a popular influencer in my area to see if she’d be interested in working together. At first, I heard nothing back. But when I reached out a second time she happened to be looking for a trainer to get fit for her daughter’s wedding.  Not only did she feature me in her blog, she documented her entire journey on Instagram stories, and brought me on to host an IG Live with her. 3 years later that relationship is still getting me regular clients.

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

I know you probably hear it all the time but shows up consistently (I did a post every single weekday for years before I got ANY social media traction). And stop letting perfectionism keep you from getting in the game. There is no shortcutting the process of messing up and going through multiple iterations of your business. It’s going to be messy. You’re going to screw up. There will be days where you are crying in the fetal position wondering why on earth you started this business. It’s OKAY. Feel the fear, feel the frustration, feel the struggle, and then KEEP GOING.

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

My favorite app is Canva. It has been a gamechanger in helping me make absolutely beautiful, professional marketing materials from social media posts to flyers to business cards. I’m going to say my favorite podcast (since I honestly don’t really read blogs) is The Brendon Show; it just has such powerful content on health, productivity, habit change, AND business. You really can get it all right there. Asking my favorite book is like asking a mother who is her favorite child. But if I HAD to pick one it would be Jen Sincero’s ‘You Are a Badass’ largely because that was the first book that really changed the way I approached my life and mindset. It put the power in my hands to create whatever outcomes I wanted for myself regardless of what was happening around me. Plus, I find her dry humor and wit endlessly entertaining.

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

I love the app ‘Spending’. It’s not necessarily specific to entrepreneurs, but I can’t tell you how much my business improved when I started tracking and taking control of my finances. Instead of hoping I would make enough and praying I wouldn’t spend too much, I could actually start making investment and saving decisions that would give me enough cushion to get me through slower months and enough freedom to make bigger investments like masterminds, business coaches, and copywriters.

Who is your business role model? Why?

My business coach Jo Konecny. I’ve admired her since before she was a business coach and she was just a fellow nutrition coach I knew through Instagram. She not only is brilliant at marketing, sales, and scaling, but she does it all with such authenticity. Nothing about what she teaches feels slimy or ‘salesy’. She isn’t like a lot of other business owners I know who are all hustle and no chill. She sets the example to work hard AND take time for yourself which I value deeply.

How do you balance work and life?

I was bad at this for a long time, but it comes down to setting hard boundaries with yourself and being real with yourself. I used to act like every single thing I did in my business was life or death and like everything was equally important. It wasn’t. I had to start going through my daily tasks with a fine-tooth comb to figure out what was actually creating a measurable impact vs what was just extra work I was creating for myself with little to no return. As far as boundaries go, I block off an hour a day for lunch to make sure I’m feeding myself, I do NOT work weekends in any capacity, and unless I’m mid-launch I have a hard cut off at 8 pm (though usually try to be done by 6).

What’s your favorite way to decompress?

Either a long walk outside in the sunshine while listening to really upbeat, empowering music or a killer workout with a playlist that makes me feel like a badass.

What do you have planned for the next six months?

My 1:1 coaching is almost at capacity so the next 6 months will be heavily focused on building up my online group programs so I can create more time, income, and freedom for myself while also creating a bigger impact.

How can our readers connect with you?

I post a ton of free content on TikTok and Instagram @katspanglerunleashed and on my podcast, Life Unleashed with Kat Spangler. They can also book a free call with me at 

Self-Care CEO Kristin Summers: Tackling Self-Care Limiting Beliefs One Bubble Bath at a Time

Kristin Summers, self-care mindset coach, mental health writer/speaker, and app creator shares her journey from severe postpartum depression and anxiety to thriving entrepreneur.

Can you tell our readers about your background?

I grew up in a small town in mid-Missouri. A career in personal development wasn’t even on my radar but I knew I wanted to be a writer and give back to the world somehow. I earned a journalism degree and was in the magazine publishing industry and freelance writing space for many years before I decided to use my skills to be an advocate for mental health and self-care for all.

What inspired you to start your business?

After my third child was born, I developed severe postpartum depression and anxiety from the birth control shot. It was hell on Earth but the truth is that if I hadn’t gone through that then I wouldn’t have grown into the person, the mother, the friend, the partner, the entrepreneur I was meant to be. It all started with my self-care app idea. For years I studied mental health and self-care as I healed. One day I thought, “Where is my gold star for being an adult?” From there, a fire grew inside me to help others and create something of value. During COVID, the app development was put on pause. Mind Star, the app, was available for Android when the pandemic hit. Personal issues took precedent (divorce). I almost wondered if the app was over but then as I began to heal from the divorce, I saw how my own self-care journey through it all led to me finally launching my self-care mindset coaching business, pursue paid speaking opportunities and writing my self-care divorce guidebook.

Where is your business based?

Kansas City, Mo.

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

First, I did market research. When you have an idea for a business, it’s actually better if it’s something you won’t personally use but believe in because based on the research you know other people find value in the product or service. I found people in similar spaces and started asking questions. I put some serious thought into the time and commitment level it would take as a true overnight success … because “making it” is actually someone who has been grinding for 5-7 years. I also did research on the type of business – LLC? C-Corp? – I became as much of a sponge as I could with certain people I looked up to in different areas of my life.

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

Honestly, TikTok has been great for my business. I can’t pay for that kind of engagement on any other platform. I have more than 10k plus followers and I am grateful for every one of them. It’s about quality not quantity and having that mindset has made a difference in how I approach many areas of my life. 

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

My mindset was and is the biggest challenge. It’s something we all must, not necessarily overcome because we all will have bad days, but something we all must figure out how to navigate. It isn’t about getting rid of the waves; it’s about learning how to ride them. Our beliefs about the world are formed by age 10 or younger – this means your views about relationships, life in general, money, etc., are all formed way before our brains are even fully developed. Thankfully, we have neuroplasticity and a growth mindset to help us rewire those limiting beliefs that subconsciously hold us back so we succeed and thrive in our lives. Everything ends and starts with the mind.  

How do you stay focused?

Believe it or not, there are benefits to doing things in the old-fashion ways, and what I mean by that is that there are benefits when it comes to remembering things by writing things down. I write down my to-do list for the next day as I’m winding down and I immediately feel a sense of relief. Then the next morning, I look at the list again after my self-care morning routine and prioritize what has to get done immediately because of a deadline. That’s first. Second is what is going to move me forward into a better tomorrow, and, third, what is something I can do toward my larger, bigger picture goals. I also take self-care breaks between tasks to help focus on the next one.  

How do you differentiate your business from the competition?

I don’t consider myself a life coach, that’s too broad. I’ve chosen to help educate people on what self-care really is and not what society tells them it is. I’ve worth with therapists and psychologists closely as I put together my 5-Pillar Program for self-care. I don’t pretend to be anything I’m not. I gladly refer clients to licensed professionals if I don’t feel like I can help them. I offer guidance when it comes to finding compassion for themselves; help people realize their limiting beliefs around self-care; and how they can incorporate the 5-Pillar Program into their lives with confidence and compassion. We all live in our world, our own reality. If I can help one person, I’ve changed the world already. I’m not out to change the world. I’m here to help millions of worlds.  

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

Be prepared that those closest to you will not always support you. It’s your call, it’s not a conference call. Those close to you will have a purpose in your success story, a role to play so to speak … it might always be as supportive as you want it to be. These people might and usually do have best of intentions, but they can’t see your dream – it seems too much, and it is too much for them because it’s not their dream. And that’s okay. Remember small minds have small dreams.  That doesn’t make their dreams any less or more important than yours, we should support each other goals and dreams but perspective is important when it comes to trying to convince someone that your dreams matter.  If you want to go big, be big but don’t expect those with medium-size dreams to see it.  

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

You Are A Badass by Jen Sincero, Everything is Figureoutable by Marie Forleo, and Unscripted by MJ DeMarco. Jen’s book is great when I need a pick-me-up personally. Marie’s is fantastic when I feel like I’m stuck with my business and MJ’s keeps the entrepreneurial spirit very much alive.  

How do you balance work and life?

I honestly don’t believe that true balance exists. There are going to be times that your family is going to take more of your time than your business and there are times your business is going to require you to dedicate more time to it. That’s more than okay. The same goes for self-care, there are times that you are going to have to slow down and take care of yourself better. When we give the love we so freely give to others to ourselves, we are able to give love without expectations and that’s what life is about.

What’s your favorite way to decompress?

Dancing and listening music are two ways I like to unwind. The research behind how music can affect our mood is fascinating. I even have a cry playlist when I feel overwhelmed and need to get it out. Crying releasing hormones and lowers our cortisol levels, hence the phrase “have a good cry.” I always feel better after I allow myself to feel and process my overwhelm. We hold stress and trauma in our bodies so loosening up the body is a great way to decompress. I’m in the self-care space so I have definitely more than two ways

What do you have planned for the next six months?

More self-care 8-week courses with me, mini self-care courses (available this summer), more private coaching and the release of my self-care for dating and divorce book. Whew! Who’s ready for all that? I am!

How can our readers connect with you?

You can find me on TikTok @selfcareceo, IG Kristin_rsummers or they are welcome to check out my website backtoselfcare.com, and enjoy some of my self-care freebies including the Self-Care Guide and the Self-Care Emergency Checklist.

"Just start. It will never be perfect in the beginning" with Kara Freedman

As a New York native, Kara Freedman has a keen eye for trends and emerging markets, as she has spent the last seven years working with, and marketing, top hotels, cruise lines, and food & beverage outlets. Kara has developed and promoted unique and successful culinary experiences on behalf of chefs, restaurants, and hotels. With her previous experience and passion for food that makes you feel good, Kara launched Baked by Nature in March of 2020.

Can you tell our readers about your background?  

I have a Public Relations background! I started my career representing hotels, restaurants, and others in the hospitality space on the agency side. In 2016, I moved in-house to a hotel company and then moved over to Hilton in 2017. I have always had a passion for wellness and food, as well as an entrepreneurial spirit. My biggest joy and happiest memories always involve hosting friends and family, cooking and baking for them, and enjoying laughs around the dinner table.  

What inspired you to start your business?

Baked by Nature is inspired by an incredible WWII Veteran, my grandfather! After escaping the Holocaust and fleeing to America, my grandfather was drafted by the US Army to fight in WWII – where he was injured and received a Purple Heart. My grandfather died in August of 2019 at 99 years old, but always placed an emphasis on wellness, and as an entrepreneur himself, inspired me to start Baked by Nature.

Where is your business based?

Baked by Nature is based in New York City.

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

I started Baked by Nature in March of 2020. I began by first registering Baked by Nature as an S Corp and secured insurance. From there, I applied and received my home processing license. Once all of these legal items, among a few others, were in order, I built a website. With my recipe perfected, I began selling online.  In addition, I applied and was approved as a vendor at Down to Earth Farmers Market – Rye.

One additional positive outcome about starting a business during this time is that I was able to launch by giving back. I committed to donating 1000 of my oat-bites to the frontline and healthcare workers at New York hospitals. We also had a “purchase a bag as a donation” – option. I donated to White Plains Hospital in Westchester County and NYU hospital here in the City. This allowed me to get the word out and share that Baked by Nature existed.

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

Having Baked by Nature at Farmers Markets is key to raising awareness for the business, and I would say the most effective way. It is important to connect with customers, receive feedback, and understand how Oat Bites fit into their lives. As I learn more and more about my customers, I am able to convert them to repeat buyers online, as well as market our products in a way that makes sense to our buyers.   

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

I would say my biggest challenge currently is connecting with people during the pandemic. I would love to give customers samples of new flavors and ask for real-time feedback, but this is not permitted with pandemic market regulations.

How do you differentiate your business from the competition?  

Baked by Nature Oat Bites have six ingredients or less in each Bite. Most “healthy” food companies produce products with ingredients that you cannot pronounce (and would not want to ingest). We offer a light and small, natural option that is perfect for breakfast, post-workout snack, or quick treat.

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

Being present at Farmer’s Markets has been my most valuable marketing strategy. Being able to explain what Baked by Nature is and more about our Oat Bites is an invaluable marketing tactic.

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

Just start. It will never be perfect in the beginning, you will never have the best of everything, but you won’t be able to strive for any of that until you start. So just start!

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

My app is Good Reads. I love learning about what others are reading and finding new books that are of interest. My favorite blog is Women on Business – the name speaks for itself. I have so many favorite books, but one of my favorite cook books is Eat Beautiful by Wendy Rowe. I love learning about why food is good for you, and not only does Wendy do that, she also shares the best ways to make those delicious ingredients into spectacular meals.

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

I had a professional contact refer me to SCORE. Her husband was a former mentor and she raved about the free offerings SCORE can provide. 

SCORE is filled with business leaders who volunteer their time as mentors and my mentors are some of the most inspiring women I have ever met, and often make me think differently. My mentors have also created a food processing forum, where they organize monthly meetings, which feature a guest speaker! The forum also gives me the opportunity to connect with other SCORE mentees, which is invaluable.  

Who is your business role model? Why?

My grandfather is my business role model. After fleeing to a country where he didn’t even speak the language, he started a business. I think about how much he had to overcome to provide for his family and it inspired me to move forward. He will always be someone I look up to and a true hero in my eyes.

How do you balance work and life?  

I still have a 9-5, and work my primary job every day between 9am – 5:30pm (and some days until 6 or 7pm). After that, I dedicate two to four hours a night working on Baked by Nature. I spend a few to 10 hours a weekend working on the business (depending on the weekend).  

I find the best way to balance both jobs, with my personal life, is to take a night off from Baked by Nature when I need to; I listen to my body and mind and when I need a break, I take one, so I’m rejuvenated and can dedicate more time on Baked by Nature the next day.  

I would pass along the advice Barbara Corcoran touts on Shark Tank and on her podcasts – keep your 9-5 as long as you can! 

What’s your favorite way to decompress?  

My favorite way to decompress is meditating. Over the summer, I started spending 10 minutes each morning meditating and love the way my body and mind respond to it. I find the best way to calm down, de-stress and relax, is to steal 10 minutes from my business day and just breath.

What do you have planned for the next six months?  

I will be participating in the Down to Earth Morningside Park Farmer’s Market on select dates from January – May. I will also be updating my packaging and look forward to showcasing the new look.

How can our readers connect with you?

Readers can connect with me on Instagram @bakedbynature_ or by sending me an email at hello@bakedbynaturefood.com.

"Always identify your end goal first, and work backwards on how you can achieve it" with Laurel Sagen

Laurel Sagen is a Sacramento based author, entrepreneur, and founder of Laurel Buys Houses. Laurel first began flipping homes in 1999 and has continued to expand her business and team over the years. Today, Laurel and her team have flipped over 1,000 homes and her work has been featured on HGTV and multiple home tours. 

Can you tell our readers about your background? 

I first moved to the Sacramento area as a child. My father served in the Air Force and retired here, making it my home. I graduated from Elk Grove High School and received my Bachelor of Science Degree from Sacramento State in 1986. In my early career, I worked for small businesses and non-profit organizations, where I eventually worked my way up to management positions. In 1999, I began buying and flipping homes. I continue to flip and now run my own construction company.

What inspired you to start your business? 

My business is not just about buying homes, it’s about changing lives. I knew from an early age that I wanted to positively impact my community in lasting ways, on my own time and on my own terms. 

Where is your business based?

Sacramento, CA. 

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

Although I spent a lot of time researching and reading about what it takes to be a good business, I found that forming a strong team is one of the most important steps. My first two employees still work with me today, and I consider them as my family. Having a strong support system to grow and expand with is absolutely key.

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

Upholding authenticity, whether it be through the personal relationships I create, or through my online social media presence. Opening myself up to the people and forming real, meaningful connections in my community has allowed for my company to not only gain traction, but trust.  

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

During the 2008 financial crisis, numerous foreclosures and defaults crashed the housing market. This decline set our business back, as we had to learn how to adjust new strategies accordingly. Despite it all, we kept believing and kept working hard with the vision of a brighter future. 

How do you stay focused?

Serving others remains my #1 mission. The idea that I have the ability to relieve people from tough situations through my profession keeps me extremely passionate and motivated to continue working and improving. 

How do you differentiate your business from the competition?  

I am local, trustworthy, and strive to create lasting friendships with those I do business with. I often receive personal acts of gratitude, whether it be a warm hug or kind words, as to how my services make people feel safe and secure for the next chapter of their lives. 

My ongoing honesty and integrity is truly unmatched, and I am proud to continue growing as Sacramento’s #1 Trusted Home Buyer. 

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

Consistently engaging with my local community and maintaining a reliable presence. 

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

Always identify your end goal first, and work backwards on how you can achieve it. 

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

The Secret by Rhonda Byrne. Reading this book has helped me stay positive as well as understand the importance of manifestation. You can set your mind to achieving anything in life, as long as you hold good thoughts and intentions.  

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

Due to COVID-19, my team and I have been heavily relying on Zoom to communicate. I love Zoom because it has allowed us to ensure that business can still operate in safe, effective ways. It is also extremely accessible for many to use and enhances communication with our clients from the comfort of their own homes.  

Who is your business role model? Why?  

Eleanor Roosevelt. I admire her ability to overcome whatever obstacles life put in her way. Despite Eleanor’s high status, she was driven by her values: forming true relationships and helping those in need. She found the strength to forge her own path and I hope to implement those same ideals in my everyday life.  

How do you balance work and life? 

I create a detailed schedule with a list of tasks prioritized in order. Organizing myself this way is extremely helpful in making sure I meet my deadlines.  

I also make sure to plan quality time with my family through traveling or road-trips. Additionally, always remembering to find time to check in with myself, my loved ones, and take a deep breath in times of adversity. Self-care goes a long way.

What’s your favorite way to decompress? 

Recently I have been learning Taekwondo. I have found it to be an extremely helpful way to revitalize my energy and keep me grounded. 

What do you have planned for the next six months? 

I’m extremely excited to announce that I recently published and will be launching my first book - Your Next Move: Housing Roadmap For Older Adults. I look forward to sharing tips and helping others through this new medium!

How can our readers connect with you?

You can find more information about me and my company on my website: laurelbuyshouses.com.

"Passion and timing have to be just right" with Taylor Smith

Taylor Smith is the Co-Founder and Vice President of Guardian Defense. She oversees and is responsible for the daily operations of the company. Taylor has a background in mental health services and has a true passion for any programs that enhance youth’s lives, and improve the safety of others. She holds a BS in Psychology and an MA in Cross-Disciplinary Studies from Nova Southeastern University.

Can you tell our readers about your background?

While working on my master’s degree, I was hired for my first career job as a mental health counselor at a non-profit organization in South Florida. I served as a therapeutic counselor in an after-school program for low-income children. After being promoted to a team leader, my colleague and I oversaw 12 different sites that served youth who met at least one of the following qualifiers: at-risk, physical disabilities, and/or mental health diagnoses. During this time, I continued to provide mental health services, while managing the counselors and various aspects of the grant.

When I gave birth to my first child, I decided to leave my job. This decision was intended to be temporary. When my son was a few months old, I began interviewing in the non-profit field. Discouraged with justifying the pay for the time away from my son, I abandoned my search and settled into a stay-at-home mom. This ended up being one of the best blessings in my life, as I realized just how grateful I was to be able to experience this.

A few months after my second son was born, a tragedy hit our nation. The shooting at Sandy Hook Elementary School took place on December 14, 2012. This is where the early concepts of Guardian Defense began.

What inspired you to start your business?

The Sandy Hook tragedy changed my husband, Steve’s, and my life. We watched the news unfold on the TV for hours and were horrified at the thought of innocent first-graders being executed at the hands of a deranged individual. We tried to wrap our heads around it. The “why?”. The “how?”. To us, it was a level of evil, unlike anything we could process. We felt for that community. And as parents, selfishly, we knew our infant and toddler would be in the school system before we knew it. I remember vividly Steve turning to me and telling me that something needed to be done in our schools. He said he would create a program to help teachers learn what to do if a gunman entered the school. As a law enforcement officer, he knew he had the tactical training needed. He also had previously taken a special interest in this type of threat and had studied prior incidents, like the Beslan School Massacre in Russia in 2004. He knew he could take concepts he has learned as an officer, his experiences, and his passion as a father and community member, to create a tangible program for civilians to understand and implement. When Steve put action behind his words, I knew he was on to something meaningful. After implementing the program to several schools within the city that he worked in 2013, we knew we had to reach more schools. Within that same year, Guardian Defense became an official company.

Where is your business based? 

Guardian Defense is located in Boca Raton, Florida. We offer services both locally and also travel throughout the country. Due to the coronavirus pandemic, we have expanded our services to offer live webinars and pre-recordings of specific training modules. 

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

When we first began, we had a business partner who was an attorney. Neither Steve nor myself really knew where to begin with paperwork, so that original partner was paramount in getting us off the ground and running. Once we had the legal end of things squared away, I hit the ground running building connections and educating the south Florida community about this unique type of service that we were offering.   

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

A few things have “worked” for our business; one being word of mouth. The repeat business and referrals from our past clients have been fantastic.

Second, our SEO specialist for our website. She’s terrific at making sure we have content-rich pages on our site. She also works with us to provide articles utilizing keywords our future customers are searching for.

Third, as unfortunate as it is, each time a tragedy happens in a school, workplace, mall, church, synagogue, or movie theater, people are quickly reminded of how ill-prepared they are. We want to be in front of that and make sure individuals are prepared (and even hopefully preventing something) before it happens. 

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

My biggest challenge as a business owner has been how the coronavirus changed the way we do business. Prior to the pandemic, 90% of our work was conducted in person. We’ve now had to get creative in the way we deliver our training and consulting. Our biggest concern was ensuring we were able to deliver the same quality teaching virtually.

We overcame this challenge by really spending time discussing and brainstorming how we would do this. We also expanded our services to reach clientele that we had not previously marketed to, and that was the security officer field. 

How do you stay focused? 

I believe I am a very disciplined worker, and I’m not sure what it would take to make me give up. It’s not just that we invested so much of our time and energy into this. It’s because we KNOW this is a need. We KNOW that safety training and emergency management will ALWAYS be a need. Some of the larger threats we have today may change or look different in the future, but those threats will never fully go away no matter the preventative measures we take.

How do you differentiate your business from the competition?

From a competitive standpoint, there aren’t too many companies out there that offer the niche of active shooter/ active threat response training. This is a benefit as we don’t have to deal with multiple companies in the same city or area sending in proposals. It is also a disadvantage as a majority of organizations do not even know our type of services exists.

What I do to differentiate ourselves is to be straightforward with our teaching methods and give thorough explanations into why we do things the way we do. Because many individuals don’t even know what to expect from our services, I educate them on what they need and what they are missing.

There have been potential clients who have other proposals or have had conversations with similar companies, and a few things set us apart. One of the most noteworthy is our instructors. They have incredible knowledge and experience to back up what they are teaching. The instructors are all either current law enforcement officers, and/or recently retired officers or military personnel. They are selected for not only their experience, but their compassion and passion to teach this delicate topic. Many of our instructors have also personally responded as officers to active shooter incidents in the past. 

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

Investing in an SEO expert who really knows what they are doing. It’s important we get the traffic to our website so we have the opportunity to talk about our services. 

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

I really believe passion and timing have to be just right. You may have a great idea or true motivation to do something, but the timing may be off. Vice versa, you may be in a good place in your life to start something, but you don’t have the fire behind your idea. I believe once you get these two aligned, it creates a formula for success!

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

Believe it or not, I’m personally not much of a reader. When my children were young; however, I really enjoyed reading articles, books, and blogs about positive and healthy parenting styles.  

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

Reading books and after-action reports about prior active shooter incidents is very interesting and helps me make sure I am on top of my game when it comes to my business. As someone who handles the business operations end of things, it is imperative I know as much as I can about our teachings- and not just expect the instructors to hold all of the knowledge. 

Who is your business role model? Why?

My late grandmother, Theresa, and late great aunt, Lucia, are definitely an inspiration for me. It took me until after I was already established to figure this out, but it truly sank in for me when thinking about them one day. The two sisters opened a dress shop when they were both young parents and wives in the mid-1900s. My grandmother and aunt were first-generation immigrants from Italy and were impoverished as children. Their parents did not understand the value of education and my grandmother recalls barely graduating from high school. When my grandmother shared stories about her business, she never mentioned obstacles. I can imagine obstacles existed; particularly as women during that time period, who had little education, and little financial backing. However, I always admired my grandmother’s confidence and my aunt’s kindheartedness which I attribute to their success as businesswomen.   

How do you balance work and life?

I can’t say I have mastered the work/life balance! One thing will always suffer a bit more. Currently, my business suffers more than my life as a mom. It is important to me that most afternoons I stop work for some time to pick them up from school, help them with their homework, and give them one-on-one attention. If it means I need to work in the evening when they go to bed, I do that. I do feel guilty at times because I know I can propel my business further, but I try not to have regrets as I know my children will only be young for a short time. 

What’s your favorite way to decompress?  

Doing activities with Steve and my children is the best! I love watching them play competitive sports, going places with them, or taking vacations. I also enjoy playing sports myself and doing outdoor activities.

What do you have planned for the next six months?  

The next six months is dedicated to 2 things:

1.     Marketing. We will continue to market our new programs (and even not so new programs) by updating our website so past clients and potential new clients are aware of all the services we offer.

2.     Campaigns. We will work on our campaign for February, which is dedicated to the victims and survivors of the Marjory Stoneman Douglas High School shooting in Parkland, Florida. Since this incident occurred in our own backyard in 2018, we’ve dedicated each year’s anniversary to our community. Every mass casualty incident that has occurred is important to us and hits us deeply. We decided to focus specifically on this one because it happened so close to us, several of our team members responded to the incident as law enforcement officers, and some team members were personally affected by the tragedy. Because of these reasons, we have further insight into the actual event and the aftermath. Our dedication to MSD specifically is meant to be inclusive of all the victims and survivors of past mass casualty incidents.

How can our readers connect with you? 

Glad you asked! Please:

·       call our office at 561-419-8869,

·       visit our website at www.guardiandefenseplan.com, or

·       check out our social media:

o   https://www.facebook.com/GuardianDefense/

o   https://twitter.com/GuardianDefens

o   https://www.instagram.com/activeshootertraining/

o   https://www.linkedin.com/company/3646526/admin/

o   https://www.youtube.com/channel/UCzjxjNZqG0wU6sLOQoucd-g

"Growing a brand is all about tapping into a specific niche" with Liana Pavane

Liana Pavane is a digital wellness coach and founder of TTYL — a tech-free community dedicated to human connection. Since founding in 2018, Liana's events have been hosted by partners like Athleta, Showfields, and Creative Mornings, and have been featured on publications like Thrillist, TimeOut, and NY1, and more. And when she's not hosting TTYL events, Liana is coaching clients on how to put down their phones and pick up their lives. Follow her on @ttylnyc or check out her website for more: www.ttylnyc.com  

Can you tell our readers about your background?  

When I was in college, I studied theatre — with a focus on directing and playwriting. I've always loved bringing stories to life and overseeing the creative vision, and that translated well into hosting events for my company, TTYL. After I graduated, I dipped my toes into roles across various industries, from recruiting to retail to sales, but entrepreneurship has always been my true passion. Building my brand, TTYL, has been the most rewarding part of my career, and I look forward to growing the company.

The mission of TTYL is to help people embrace a healthier relationship with technology. Through mindfully curated (and phone-free events), we provide a space for you to free yourself from the world's distractions and free your kid at heart. Imagine an area where you can have fun without needing to document it — that's what TTYL delivers — because, without your phone, you worry less about scrolling through your life and more about living your life at the moment. TTYL is a place where like-minded people gather to embrace real human connection by disconnecting from their screens.

What inspired you to start your business?  

I grew up in a very healthy-tech household. Until I went to college, my parents wouldn't let me watch TV during the week, and I was never allowed to play video games. I spent a lot of time tapping into my imagination and creativity after school and on the weekends. However, once I got a laptop in high school, I immediately got addicted to technology. I would secretly spend hours watching TV or reading blog posts from Refinery29.  

Then, during my college years, social media was booming, and my screen time increased immensely. I didn't get my ah-ha moment until after graduation when on vacation with my family in Europe. While there, instead of enjoying the holiday and being present in the moment, I noticed myself feeling FOMO for my friends back home as I watched their lives unfold on Instagram.  

I realized then how ridiculous it was that I couldn't live in the present anymore — and probably hadn't for a while. When I got back from that trip, I immediately started brainstorming about my business. A place with no phones, no screens, but with tons of human connection that didn't need to be documented or scrolled through. The idea for TTYL stemmed from that child-like wonder that I missed and the inherent need for more genuine human connection in our extremely plugged-in world.

Where is your business based?

TTYL is based in NYC. My events have taken place in Manhattan at prominent locations such as Showfields, Athleta, Tijuana Picnic, and The Flower Shop. I've also hosted events in Brooklyn at Freehold and DSK.

During quarantine, I had the opportunity to organize virtual events with tons of other awesome companies, including Creative Mornings, Six Degrees, The Yard, and more. My goal is to expand IRL events to other cities and, one day, other countries!!

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

As I became more hyper-aware of my own digital habits, I was also researching and learning everything I could about digital wellness and the effects of technology. Eventually, an idea for my business really started to take shape. At the same time, I was checking out the competition. While many companies touched on healthy-tech, I didn’t see any that offered phone-free or community-focused events. So that’s where I started. 

From there, the first step I took was to design my logo and website. This helped me create an overall image for my brand and formulate exactly what my business was from an outside perspective. As I was working on the website, I gathered as many emails as possible from my inbox and messaging all of my friends and family. This was the start of my first email list. Then, once I officially launched my website, I became LLC incorporated to make my business official! 

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

I've definitely grown a lot through word of mouth! Lots of people will come to my events and then come back with a friend or two. That’s my favorite part of the community! Partnerships with other communities (like Jiggy Puzzles, Getaway, and Rise Brewing Co.) have also been a great way to create quick exposure to a large group of people. At the beginning of the pandemic, I was invited to lead tons of virtual coaching workshops for different companies. I would get access to attendee's email addresses to then to add to my growing subscriber list. I've learned that an email list is critical to growing any community or business!

We've also gotten a lot of press exposure for our events, which have been featured on Thrillist, TimeOut, Forbes, Thrive Global, NY1, The Mind's Journal, Darling Magazine, and more. I've also had the chance to guest star in various podcasts from Unlearn Yourself to Living by Design to Get Roses. Press has been a great way to bring people to our website and grow awareness for the brand.

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

One of my biggest challenges was when I shifted from free entry to charging admission for my events. It was difficult for me to put a price on my worth, and I thought it would detract from the number of people who would attend. At first, I was disappointed that not as many people were showing up. However, once I charged more, the number of people attending increased, and the people who showed up were not only really engaged but often came back regularly.  

Although my events had fewer people than before, I realized that I needed to build a new customer base now that I was charging. The types of people I was now attracting would be different from those who came for free. Additionally, I realized that it was all about the quality and not the quantity of the attendees. I'm also happy to say that I've realized the more intimate my events are, the better; human connection is the most powerful and impactful in a smaller, more intimate setting. 

How do you stay focused?

I also only focus on one task at a time, and I tend to break up bigger projects over an entire day or a couple of weeks. When it comes to long-term projects, I create deadlines for myself, so I can work backward to figure out how much time it will take me to complete the task. Putting my phone out of arm's reach or flipping it upside down is huge as well. I turn off my sound and notifications on my computer too. Although I have my LinkedIn and Facebook open, they are on a different screen at all times. If I regularly saw a red notification or blinking message, I would go crazy!

For anyone looking for a new productivity method to try, I highly recommend the Pomodoro Method for short bursts of focused work. For anyone new to the technique, it's 25 minutes to work on one task, take a five-minute break, and repeat that cycle four times. After the fourth session, you take a more extended 30-minute break. With shorter, more structured breaks, it's easier to stay focused and motivated. 

For anyone struggling to work from home, I recommend finding an area where you can focus on your work or projects that are separate from your leisure area. If you're in a tiny apartment, even choosing the kitchen table vs. the couch can make a huge difference. And, of course, less phone time.

How do you differentiate your business from the competition?  

Surprisingly, there aren't a ton of other digital wellness companies like mine, at least not in NYC! However, there are other board game cafes or bars in the city that are very popular. I differentiate myself by being a pop-up event experience that also brings local entertainment (like comedians, sex coaches, and singers).

This way, I'm not pigeon-holed into categorizing TTYL in one physical location. Additionally, each event is themed, which attracts all different types of people within my demographic. For example, my mystical night with tarot and aura attracts a different crowd than my phone-free dating event with a local sex coach and my live entertainment event with singers and comedians. Regardless of the theme, TTYL is a place you can feel comfortable coming alone and walking away with a new friend — something you can't do as easily at a bar in NYC.

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

As ironic as it sounds, social media has opened a lot of doors for me. I've been able to find a lot of brands to partner with and vice versa. I love it when people reach out to connect with me because these platforms are designed for that very reason! Although it's not quite a human connection, it's a form of contact that can turn into a long-term relationship where we can meet IRL. Plus, I've found that one of the best places to talk to people about their digital wellness habits is when people are using their digital devices.  

In place of IRL events, I started an IG Live series that I call “Slumber Party” where I bring in some of my favorite community members for meaningful conversations and virtual games — this has been a great way to stay connected during this time! (And I hope to turn this into a podcast in 2021.)

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

My best piece of advice is to try and care less about what other people think.  

If you are genuinely passionate about something, put it out into the world. Odds are, other like-minded people are going to be excited about that too and need it from you! Growing a brand is all about tapping into a specific niche, finding something that doesn't exist there, and then filling in that gap for the people looking for what only you can bring to the table.  

Yet, it's essential to know that support may not always be universal even when you do that. Not all feedback you'll get will be useful, and even if your friends and family aren't into what you're doing, that doesn't mean you won't find the people who are. Trust me, you will! The best part is that those people will be so grateful that you brought your passions into the world.  

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

My favorite app right now is Co-star — an algorithm-based astrology app. I'm a big believer in the universe's guidance, and I often find that what it says accurately aligns with how I'm feeling that day.  

My favorite blog right now is The Good Trade. They focus a lot on sustainability and minimalism, which I am incorporating more into my life. They're also female-focused and emphasize topics that are somewhat controversial and culturally topical.

Lastly, my favorite book changes all the time, as I'm always reading. I recently read an amazing YA book called "Children of Blood and Bone." It's written by a Nigerian-American author, Tomi Adeyemi. I'm also a huge sucker for a sci-fi story, which this book definitely fulfills. It's got magic, the Gods, and a love story. Oh, and the main characters are all females!  

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

Canva all the way! Canva is seriously a fantastic creation, and it has got you covered when it comes to creating a poster, a stylish Instagram post, or an Eventbrite header. It's super user friendly, especially for someone who doesn't use Photoshop or Indesign. They are continually adding new features, and you can also upload your photos and quickly size them to your liking. Amazing for marketing, promo, email, and more!  

Who is your business role model? Why?  

I'm a huge fan of Cyndi Ramirez Fulton, founder of Chillhouse. She's always been so beautifully candid with her followers on the struggles of running a business. I also admire her self-care messages, which I feel are similar and aligned with how TTYL views it — as a lifestyle.  

How do you balance work and life?  

As an entrepreneur, I'm never not working (even if it doesn't look like I'm not). For example, I was at the beach the other day and ended up networking with a mutual friend who mentioned he produces podcasts. That part of my brain is always on, but I do set boundaries and make a big point of socializing — aka participating in the type of human connection that my company is built on.

Balancing has also been a lot easier for me during the pandemic because I'm able to work with my friends. This way, we can take fun matcha breaks and be productive together. I also make a point on the weekends to take one full day offline. I won't check my email or respond to anything on social media. This is hugely helpful in holding me accountable for my screen time and my personal time.  

Self-care is also crucial to me and can be something that looks different every day. I love to journal when I have a lot on my mind or go for phone-free walks in nature. I also love to workout first thing in the morning to ignite my mind-body connection. Without that burst of energy, I don't feel like myself. Work-life balance, to me, doesn't just mean balancing my social life with work hours. It's also about balancing me-time.

What's your favorite way to decompress?

My absolute favorite way to decompress is with a warm bath! These usually include lots and lots of bubbles, a fresh candle, and Simon and Garfunkel. When I seriously need a moment to disconnect from the world, this is my go-to combo. It works every single time.

What do you have planned for the next six months?  

Oh wow, lots of exciting projects are in the works for TTYL that I can't wait to announce officially! In September, I'm launching a group coaching program called Disconnected, a 6-week program that will help you reconnect with yourself and find tech-life balance while making new friends in the process. I'm also in the process of launching merch really soon, which is something I've always dreamed of doing! Lastly, I'm planning on turning my Slumber Party IGTV series into a podcast in 2021!  

How can our readers connect with you?

You can check out TTYL's website (www.ttylnyc.com) to stay informed on all our offerings, sign-up for our monthly newsletter, Wellness Unplugged, to get digital wellness advice delivered to your inbox, or you can follow and engage with us on Instagram @TTYLNYC! And please feel free to email me directly anytime at liana@ttylnyc.com!

"Surround yourself with like-minded people that lift you up and give you a bigger vision of what you can create," with Violette de Ayala

Violette de Ayala is a Cuban American serial and Social Entrepreneur, Founder of FemCity®, and the International Best-Selling Author of The Self-Guided Guru© Life Lessons for the Everyday Human.

Violette has been quoted in Success, Forbes, Entrepreneur, CNBC, Fast Company, Thrive Global, Medium, Yahoo Finance, Yahoo Small Business, Authority, and Business Insider News as a small business expert and in MarieClaire.

Violette has also been seen in featured campaigns in People, InStyle, Real Simple magazines in addition to bareMinerals "Women We Love" Series.

She served as part of The White House: Women Environmental Leaders Program and was a commissioned Keynote speaker for Accenture’s International Women's Month Event, the SBA Regional Women's Conference, and Luxury Brand Partners.

FemCity has been seen in Gilt, Vogue, Forbes, AP, Mashable, and Fast Company and has over 100 locations in the US, Canada, and the Islands.

Can you tell our readers about your background?

I am a first-generation American with parents born in Cuba. My entire childhood was filled with stories of Cubans that arrived in the US and starting businesses and building wealth. I knew when I was very young that I would most likely be running a business. Though I graduated with a liberal arts degree, and not having taken a business class, I started my first business at the age of 22. I went on to create and launch more businesses and step by step, became a serial and social entrepreneur.  

What inspired you to start your business?

I had moved back home to Miami from Raleigh NC and had owned a Pilates studio for just about a decade. I knew I didn’t want to open another Pilates studio and was pulled at the time to launch a marketing agency that was solely focused on community and environmental initiatives and working as a consultant to the City of Miami Mayor’s Office. While running this business, I was inspired to create a small community for professional women, and this led me to launch FemCity. I started FemCity as a side hustle of my full-time business and little by little it started to grow and grow. A year later, I let all my contracts end and went full time to running FemCity in multiple markets.

Where is your business based?

Miami, FL [technically the suburbs of Coral Gables].

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

Since I started it as a side hustle, I didn’t have a business model or the monetization component though out. At the start, I envisioned a casual monthly get together with 20 female founder friends. It wasn’t until month nine that women started to request a FemCity chapter in their backyard that I even thought of creating it as an official organization with scalability. The first step I took as far as marketing was to create a basic website and social media platforms. I created a focus group, asked questions, and started to step forward in creating a way to launch FemCity in multiple communities around the world. Every year since our inception, I paused and review operations, procedures, curriculum, and our programming. The success of FemCity I always share is listening to the women in our community and how we can serve them more.  

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

Partnerships and social media were the two most impactful ways for us to get others to know about us. From the start, we had great partnerships with Saks Fifth Avenue, Macy’s, Google, Yelp, and various non-profits. I am a big believer in forming win-win collaborations.

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

The biggest challenge we had was low cash flow and lack of startup funds when we started. Years later, as we were growing organically, we had a few competitors launch with multi-million-dollar funding and bring celebs promoting their activities. It was so deflating because we were doing great work on the ground but not being recognized. I overcame them but staying focused on the great work we were doing and staying in my lane of my alignment and service to those women in our community.

As my mind would drift away, I would redirect it back to being of service and making sure we were doing all we could with what we had, and it made a big difference. I learned and now tell those I mentor, “it’s wise to see what others are doing, but stick to your authenticity, and how you can make a great positive impact in the world”. You can’t go wrong when you come from that perspective and belief.  

How do you stay focused?

Every morning, after I meditate, I ask myself “what can I do today to help women and make a big positive difference in the community?”. That directs my action, my focus, and re-confirms my purpose. There is no obstacle I can’t overcome when I remind myself of the purpose and mission of the work we do.

How do you differentiate your business from the competition?

We are incredibly unique with a blend of business, gratitude, and a touch of spirituality. All of our programming is curated carefully for our members and combines a robust offering for women in business that are also looking to have balance and harmony. We embrace and focus on diversity, interconnectedness, and the responsibility we each have to help one another.

What has been your most effective marketing strategy to grow your business? Our affiliate program was a great component to add to that helped our growth exponentially. Our affiliates make a few hundred dollars by sharing FemCity and that has helped spread our community around the US and Canada. It was the best marketing strategy and I encourage everyone that I mentor and coach to consider creating one for their brand.

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

Know your numbers, make sure your daily activities are in alignment with your goals, and delegate everything you can so you can focus on development and growth. Also, surround yourself with like-minded people that lift you up and give you a bigger vision of what you can create. Lastly, think big from the start so you ensure scalability.

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

I am old school and still love Marianne Williamson's “A Woman’s Worth”. This book changed my world when I read it at the age of 19.  

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

Google Drive is my favorite. I love that I can create various ways of collecting and holding data. It’s so easy to use and connects to other apps I use. I also love Squarespace. Years ago, we were spending so much money on our website. I recreated our site on Squarespace and now we are in complete control of our site and the many platforms integrated. They don’t pay me to say that I really do love them both.

Who is your business role model? Why?

Joan Barnes, the Founder of Gymboree is a dear friend, role model, and mentor to me. She gave me such amazing advice years ago and changed the trajectory of FemCity and my vision for what we could create. Of course, Oprah Winfrey but I am sure that is just about every woman’s role model as well.

How do you balance work and life?

This took me years to figure out and my health was starting to suffer because I lacked it in my life while raising the three kids and launching businesses. I now take off every Friday and disconnect all weekend long. I use time-blocks in my schedule and take the time each and every day to take on self-care and spiritual practices. When I start to feel stress or anxiety, I stop, step outside, and spend time in nature to re-group and re-focus on what’s important. I finally obtained balance three-four years ago and it’s so wonderful. I thought prior that if I worked every day and, on the weekends, and around the clock that it would mean I was serious about business. I now realize that the best ideas, solutions and pure clarity shows up when I take the time to recharge and relax.

What’s your favorite way to decompress?

I do Pilates every morning and ride my Peleton and these are my “go-to” activities to decompress. I also incorporate spending time with family and dear friends on a daily basis. Focusing on my fitness and the moments that bring me joy keep me really happy and in check with a zenful life.  

What do you have planned for the next six months?

We are looking to launch into more communities and have formed great partnerships with other organizations. I am so excited to help more women and bring women together in our community of business and gratitude.

How can our readers connect with you?

They can visit www.femcity.com and follow us on every platform @femcity.

Personally, you can follow me on IG, Twitter, and FB @violettedeayala. I look forward to meeting your readers.

"I love the fail fast, succeed fast mentality" with Oindrilla Chatterjee

Oindrilla Chatterjee is the Co-Founder at CCO at Parkaze, a Boston-based tech startup tackling the economic and environmental problems linked to parking. She is also working as a Data Scientist at Red Hat. She has a Masters Degree in Computer Science with a specialization in Data-centric computing from Boston University.

Can you tell our readers about your background? 

I was born and raised in India, and come from a purely technical background. I did my undergraduate studies in electronics engineering. I moved to Boston, the United States to pursue a master’s degree in Computer science from Boston University.

What inspired you to start your business? 

Me and my co-founders met during grad school at Boston University and quite early into living in Boston, we realized the troubles around the shortage of parking around the city. We didn't, however, fail to notice the underutilization of parking spaces around residential neighborhoods. It didn't take us long to connect the dots -  that, by optimizing land usage and promoting the use of shared parking spaces, the need for building separate infrastructure around parking can be eliminated and it can provide for a cheaper and smarter alternative for people looking for homes for their car.

Where is your business based? 

We are based out of Boston, United States.

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

I came up with the idea of Parkaze at a Hackathon where me and my co-founders formed a team. We went on to build a working prototype for the idea at the Hackathon and were motivated to pursue this further. We started this out from within the school and our initial steps were to validate our ideas and assumptions by conducting numerous interviews and starting to expand within the Boston University community with a very simple working platform. 

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

Before the beginning of this year, we had been distributing flyers around the city around vacant parking spots through which many people enquired about us and registered on our platform. Since then, building an online presence through social media has been a pretty effective channel for raising awareness for Parkaze. Our social media presence led us to engage with several prospective clients as well as other businesses to partner with. 

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

Being international students, a lot of standard processes that work for founders normally did not apply for us and navigating those situations, and understanding the legalities involved has been a big challenge for us. Covid-19 has not been helping the parking industry in general. We have been facing a shortage in supply with people not traveling for work and the cars being parked in the lots. In order to overcome that, we have been trying to build partnerships with small businesses who have vacancies in their lots, now, more than ever. 

How do you stay focused? 

Apart from maintaining daily and weekly to-dos, I find myself taking breaks to decompress when needed. Keeping a divide between work and managing other ends of my life is something I really care about and I have found myself reading, doing yoga, going out for a run or a bike ride, and keeping in touch with friends and family apart from work.

How do you differentiate your business from the competition?

On the demand side, we compete with existing apps like SpotHero and Parkwhiz. On the supply side, there are few startups on the west coast that focus on the nontraditional parking real-estate in residential areas, churches, and universities. No company has yet managed to dominate the supply side. The competition keeps us constantly motivated to move fast as well as indicates a strong product-market fit. We differentiate ourselves from our competitors by remaining focused on the usability of the platform and the technology as well as by establishing trust within the community and inspiring confidence in the platform and its services through verification and reviews.

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

Engaging through Instagram and Facebook helped us drive the most amount of sales. Over the past few months, we have built a community of realtors and property managers on Instagram. This turned into more potential partnerships and word-of-mouth marketing. We also extensively make use of Facebook Marketplace to expand the reach of our listings.

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

1)     Your idea might be the next Airbnb or Uber, but there's only one way to know if people feel the same and there is a market segment who values it as much. And if they do, what are some core features they want to see? Find a bunch of people who you can survey and find somebody who's opinion you value (preferably an experienced product designer or commercially minded business person) and ask them to grill you on the idea. Now I cannot stress the importance of advisors and mentors, especially at an early stage.

2)     And I also love the fail fast, succeed fast mentality. The key idea of this model is making smaller progress from feedback and learning through fast iteration, and it allows startups to pivot sooner. Therefore, startups can maximize the utilization of time and resources and create less waste. We follow this ideal religiously. If we waited for everything that we launch or every campaign we do to be fool-proof, we would end up wasting a lot of time where we could build versions of it and succeed eventually.

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

Recently, I am exploring the app Quibi meant for byte-sized content!

I love the blog Create and Cultivate. Their mission is to empower women to live, think, and dress with more color. A big and expanding part of their mission is to help women grow their business acumen.

I would recommend the book Outliers: The Story of Success.

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

HubSpot has been our central CRM from the beginning, helping us save valuable time on marketing and customer success 

Who is your business role model? Why?

I don't have a single business role model. However, I have always been inspired by my father who happens to be an entrepreneur himself and I have always looked up to his passion and drive.

How do you balance work and life?

For me, finding the right balance between work and life comes with recognizing my personal time, including family and health.

What’s your favorite way to decompress? 

My favorite way to decompress is by cooking and baking and trying my hands at new recipes and cuisines.

What do you have planned for the next six months?

We are currently talking to a lot of schools, churches, universities, and other institutions with an effort to build partnerships where we can mutually benefit one another. We have noticed that many of them within the city need help with managing their parking resources and many of them have underutilized spots. We anticipate a rise in the preference for private transport in the post-COVID-19 commute, primarily due to health and safety concerns. With all this in mind, we are looking to raise a round soon to help us take our web and mobile platforms to more users across the US east-coast cities and beyond.

How can our readers connect with you?

To know more about Parkaze or connect with us you can reach out at hello@parkaze.com. You can also connect with me on LinkedIn https://www.linkedin.com/in/oindrilla-chatterjee/. Parkaze: www.parkaze.com

"If we had waited until everything was just so, we’d never have even launched" with Lindsey McCoy

Lindsey McCoy is the CEO of Plaine Products, a hair- and body care products company on a mission to rid the world of single-use plastics, one bathroom at a time. After earning a master’s degree from Indiana University’s School of Public and Environmental Affairs, Lindsey spent ten years running environmental education nonprofits in The Bahamas, islands that are overwhelmingly full of single-use plastics. After her return to the United States, she and her sister co-founded Plaine Products in February of 2017, in order to help minimize single-use plastics and reduce waste in bathrooms across the country. Plaine Products offers premium personal care products in uniquely sustainable packaging, aluminum bottles that can be returned to the company for free, refilled and reused and is on track to have diverted over 200,000 plastic bottles from landfills (and oceans) to date.

Can you tell our readers about your background? 

While I once had aspirations of politics, I started my career in nonprofits with the goal of somehow making a difference, although I wasn’t sure exactly what I would do or how I would do it. I spent twenty years working for and leading various nonprofits. Ten of those years were in The Bahamas working with environmentally-focused nonprofits before founding Plaine Products.

What inspired you to start your business? 

Sometimes, once you’re immersed in a particular sector, you start to notice its implications within your own life. When my work focus was all about the environment, I started really noticing what a big footprint we humans leave on the earth, particularly as I became aware of all of the plastic waste washing up on our beaches. On an island, trash just doesn’t disappear, as it seems here in the United States, where we have a bigger infrastructure. I started to really worry that if someone didn’t do something, every beach in the world would be littered with plastics. I very soon realized that someone had to be me. Plaine Products is a company on a mission to rid the world of single-use plastics, one bathroom at a time. Plastic products in the bathroom have a lower likelihood of being recycled and more often than not, end up in landfills, or worse, in our oceans. Our products are packaged in reusable aluminum containers, which our customers send back to us once empty to be cleaned, refilled, and used again. While our concept would work with so many different household products, we decided to start with the bathroom, which is a relatively small room, with high plastic usage. We felt this was a place where natural, recyclable options were limited and where we had the opportunity to make the difference I have wanted to make since the beginning of my career.

Where is your business based?

Plaine Products is headquartered in Cincinnati, Ohio, where my sister, our COO Alison Webster, manages our warehouse team and fulfillment operations. I live in North Carolina and the rest of our team is distributed all over North America. Aside from our warehouse, we do not have a brick and mortar location, which we think helps minimize the environmental impact of running our company.

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

My sister and I joined forces to start Plaine Products together. Because we were the first that we knew of to start a business like ours, we really had to start from scratch: formulating our products, which had to be natural, organic and cruelty-free; selecting our containers, which had to be durable, easily cleanable and able to withstand a wet environment without rusting; and creating a process, which had to include an efficient manner to both fulfill orders and receive the empties. It was a lot to undertake. Our belief is that it’s going to take more than one company to make a difference. We need others to join us in our effort to stop the plastic crises. We are active within the packaging industry, sharing the information that we have learned with other entrepreneurs who want to start similar businesses. 

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

We have made strong connections with other bloggers and businesses who have a similar commitment to the environment. We reached out early to smaller and medium-size blogs, asked them to review the products, and took their advice seriously. The message we received was that there was an audience out there who had been waiting for a business like ours to start. We cross-promote with other like-minded businesses and educate our followers, as opposed to just selling to them.

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

One of our biggest challenges happened early on. We were weeks away from our launch and had sourced stainless steel bottles, which started rusting in the shower. Our concept wouldn’t work if the bottles couldn’t withstand the wet environment.

At that point, it would have been easy to throw in the towel. It was such a major setback. Instead, we delayed our launch by a bit and found an aluminum replacement for our initial bottles. While this was a big challenge, it reminded me that nothing has to be perfect. It’s all a work in progress. If we waited until we had everything figured out perfectly, we might never even have a company. Since then, our motto is “progress, not perfection,” which is not only our mantra as we continue to develop Plaine Products but is one we share with our customers, too.

We’re flooded with information about the importance of eco-friendly living, but the process to adopt more sustainable lifestyle habits can be overwhelming. We tell our customers to adopt one new green habit at a time, with the focus on the good that a new habit can have on the environment versus all the other lifestyle adjustments that are possibly ahead of you. Don’t beat yourself up because you forgot your reusable bags. Instead, celebrate when you remember the next time. 

How do you stay focused?

I recently spent 10 days aboard a plastic research sailing vessel with Exxpedition, visiting ocean plastics hotspots around the world. According to research, 8 million metric tons of plastic makes its way into the oceans each year. From what I saw on this voyage, I got really nervous that maybe that estimated number of ocean plastics wasn’t high enough! Seeing first hand the damage that humans have done to our earth just with single-use plastic products keeps me focused on the Plaine Products’ mission. We are lucky to have a team of similarly motivated employees. We all realize that we are more than just a company selling shampoo. We have a real opportunity to make a difference to the world we leave behind to our children and that is a powerful motivator.

How do you differentiate your business from the competition? 

We try to differentiate ourselves through our customer communication. We don’t believe in green-shaming. We try to give our customers the tools and information they need to make good purchasing decisions. But again, our focus is on progress, not perfection. We maintain an upbeat and approachable tone. Consumers are flooded with all the different green products and it can be easy to feel overwhelmed and just shut down. We encourage them to keep moving forward, one step at a time. 

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

We’ve made a commitment to our mission and our customers by partnering with like-minded businesses, influencers, and nonprofit organizations. Our Plaine Promoters, which include individuals, bloggers, and nonprofits sell our products through their own sales channels and earn 10% back for their own company or their cause.

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

Nothing is written in stone. Progress, not perfection! Just keep moving forward. We’ve made changes to our logo, our website, and our packaging. If we had waited until everything was just so, we’d never have even launched.

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

Currently, my favorite app is Stand Up, my reminder to stand up and move around every hour. It’s too easy to sit at the computer and stay there for a few hours. When you own your own business, there’s always something you can do. But taking a break is not only good for my body, it’s great for problem-solving, too. Stepping away and taking a quick walk or focusing on something else helps me think outside of the box and come up with creative solutions and new ideas.

My favorite blog is Going Zero Waste by Kathryn Kellogg. It is super accessible and has great ideas for starting wherever you are in your journey towards creating less waste. I love anything that makes tips for living a more sustainable lifestyle seem doable since it is so easy to just become overwhelmed by the sheer mass of information that is out there.

I’m a huge reader, so the list of my favorites books is long. For business, it’s either Essentialism by Greg McKeown or The Lean Product Playbook by Dan Olsen. The Lean Product Playbook is a great start-up guide. He recommends launching a version of your idea quickly so you can learn and improve. That’s the path that we took in launching Plaine Products. Our bottles and our website have already been through several iterations. If we’d waited until they were perfect, we never would have launched.  For my free time reading, one of my favorite books has been The Night Circus by Erin Morgenstern.

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

It sounds old-fashioned, but right now, it’s my phone. Working odd hours and as a mom, my phone allows me to stay in touch even when I’m on the soccer field. It’s important not to work all of the time, but I’m able to feel better about being out of the office if I know people can reach me if they need to. Plus, I’m a natural collaborator, and with a distributed team, having that personal connection is important. Sure, we use video chats, too, but there are times when nothing replaces a good old phone call.

Who is your business role model? Why? 

I’ve been so impressed by Lauren Singer, who started with a blog, Trash is for Tossers, then started a reusable laundry soap company, Simply Co, and then founded the Package Free shop, one of our wholesale partners. I love her ambition to change the world. She lives her beliefs and stands up for less waste ethos at every opportunity. 

How do you balance work and life? 

Balance and boundaries are always important to remote workers. When you live where you work, you sometimes have to make a conscious effort to not work 24/7. I read somewhere that if the boss doesn't take time off from work, no one else feels like they can either. Plus, a team that feels balanced and fulfilled outside of work is often more productive. I try to integrate breaks into my day and I’m vocal about it as a way to encourage our team to do the same. One way I’m sure to build breaks in my day is to remind myself that by doing so, I’m giving my team the permission to do the same. Downtime isn't a luxury, but a requirement, essential for healthy living.  Also, downtime isn't a treat that should be earned, but instead is as important as exercise and healthy eating, particularly now when we are all feeling a bit on edge. We all look at productivity as a metric for success, especially remote workers who often feel like they have to prove that they are working. 

What’s your favorite way to decompress? 

I try to incorporate yoga, walking the dog, and reading for pleasure into my daily routine. 

What do you have planned for the next six months? 

We’re expanding our product line to include sunscreen and hand sanitizer. We often get ideas from our customers with products they’d like to see next. We’re expanding very carefully, as the products inside our bottles are just as important as the packaging on the outside. We want our customers to know that our products all adhere to the same strict standards: natural, sulfate- and paraben- and cruelty-free, making them safe for every member of the family. 

How can our readers connect with you?

Follow us on our social media channels, to learn more about our company, but also to read about the latest tips and products that will help you as you work towards a more eco-friendly lifestyle. We have a monthly e-newsletter, too. But often, when you email our customer service department, it is my sister or me who responds. Even as a web-based business, we, as founders, have a deep connection to many of our customers. We’re all in this together to make this world a better place.