Q+A with Doctors Arielle Levitan and Romy Block

Arielle Levitan, MD, is a board-certified internal medicine physician and the co-founder of Vous Vitamin, LLC. She is the co-author of the award-winning book The Vitamin Solution: Two Doctors Clear Confusion About Vitamins and Your Health, published in November 2015. She attended Stanford University and Northwestern University’s Feinberg School of Medicine and has served as chief medical resident for the Northwestern University McGaw Medical Center’s Evanston Hospital Program and as a clinical instructor for its medical school. Dr. Levitan has a special interest in women’s health and preventive medicine and currently practices general internal medicine on the North Shore of Chicago where she teaches medical students on-site. She enjoys cooking, cardio tennis, running, being a soccer mom (sometimes), and spending time with her three kids and husband, also a doctor of internal medicine.  

Romy Block, MD, is a board-certified specialist in endocrine and metabolism medicine, a member of the American Thyroid Association, and the co-founder of Vous Vitamin, LLC. She is the co-author of the award-winning book The Vitamin Solution: Two Doctors Clear Confusion About Vitamins and Your Health, published in November 2015. She attended Tufts University and Tel Aviv University’s Sackler School of Medicine. She completed residency training in internal medicine at North Shore University Hospital—North Shore-LIJ and did a fellowship at New York University. Dr. Block practices on the North Shore of Chicago where she specializes in thyroid disorders and pituitary diseases. She enjoys travel, food, and wine, working out with a personal trainer, and spending time with her husband (a pulmonary and sleep specialist) and their three boys. 

Can you tell our readers about your background?

We are both physicians who became friends. Arielle is a doctor of Internal Medicine and Romy who specializes in Endocrinology and Metabolism.  

What inspired you to start your business?

We would talk about common issues that come up with our patients and realized that so many patients were coming to us confused about what vitamins to take. Patients would come in thinking they had medical issues such as a thyroid condition and would end up having vitamin deficiencies that were causing their problems. Many people were so confused about vitamins and hearing conflicting messages from friends or the media that they were not taking anything. Conversely, others were taking huge amounts of different supplements which were potentially dangerous and toxic in combination.  As physicians, we recognize that each person has unique vitamin needs based on their individual diet, lifestyle, and health concerns. This ultimately prompted us to launch Vous Vitamin. At the end, they get a personalized multivitamin that can be shipped directly to them as a subscription.

Where is your business based? 

We are a web-based business, based in the Chicago suburbs.

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

We initially looked for someone with more business background to help us, but ultimately recognized that we were so passionate about the idea that we could make it work on our own. We started by embarking on serious research, both medically about vitamins and supplements and then about the vitamin industry and learning about manufacturing. 

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

We have found that as physicians many people have questions about vitamins and health and are eager to hear our opinion. We wrote The Vitamin Solution: Two Doctors Clear the Confusion about Vitamins and your Health in 2015.  We also blog extensively and are often interviewed as leading experts in the health and wellness space. 

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

Our biggest challenges have been balancing clinical practice with our growing business. However, we find the two are intertwined, and continuing to see patients helps keep us in touch with our consumers and their changing needs. We have learned over the years to get help with aspects of the business that we can. We now have partner and COO, Brad Helfand as well as a Director of Customer Service and Fulfillment, Robin Prebish. Their partnership and dedication have been essential to allowing us to continue to do the things that are most suited to our expertise.

How do you stay focused?

We have been dedicated to making Vous Vitamin succeed from day one. We both have made an effort to prioritize the growth of our business and to partner in sharing the responsibilities. 

How do you differentiate your business from the competition?  

Unlike other emerging personalized vitamin companies, we are the only physician lead company and the only company that creates a personalized single pill solution. Instead of giving customers packets of handfuls of pills, we create a single pill to be taken (two daily) that fulfills each individual’s vitamin needs. 

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

Speaking about vitamins and health through various media outlets, our blog, and our book has been an amazing way to grow our business. We have also had some great strategic partnerships with other companies, including large health care companies and employers.  

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

We would say not to be discouraged if you don't have a formal business background.  We learn every day how to do things and we have learned to ask the right people for help when we need it.

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

Blog and book-- Initially got a lot of inspiration from Seth Godin and Tim Ferris. 

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

We find the HARO media service very helpful. It stands for "Help A Reporter Out" and is a list of queries sent daily with hundreds of reporters looking for experts on various subjects. 

Who is your business role model? Why?

Our friend Gina Bianchini was very inspirational to us in launching our business. Her dedication and drive to create something from the ground up have been inspiring and she has also been very encouraging.

How do you balance work and life?  

It is a perpetual challenge, especially in a pandemic. We are fortunate to have both have physician husbands who are supportive of our many roles. 

What’s your favorite way to decompress?  

Arielle loves to play tennis and run, as well as cook. Romy loves using her Peleton and spending time with friends playing mahjong and canasta.  

What do you have planned for the next six months?  

We are excited about some upcoming partnerships for Vous Vitamin. We will be expanding our employee perk program where companies can offer Vous Vitamin at a discounted rate to their employees.  

How can our readers connect with you?

www.vousvitamin.com

Instagram: vousvitamin

Facebook: Vous Vitamin

"Much of my focus comes from loving every aspect of what I do" with Vanessa Gordon

Vanessa Gordon is the Publisher of East End Taste Magazine (https://www.eastendtastemagazine.com), a digital publication based in the Hamptons, New York. Vanessa is also the Founder of the annual summer event, the Hamptons Interactive Brunch (will be known as Taste & Escape: The Hamptons Brunch for the next event in July 2021 and going forward). She has a bi-weekly radio segment with Long Island Radio Broadcasting’s 102.5 WBAZ. She lives in the Hamptons with her husband and two children.

Can you tell our readers about your background? 

I started the digital platform that is East End Taste in the spring of 2014. Beforehand, I was an English as a Second Language instructor and freelance writer. It was soon after my daughter was born in January of 2014 that I wished to not only keep my mind occupied with writing but be able to generate content on my own time. East End Taste started with highlighting my favorite restaurants, events, activities, and gourmet food shops on the East End of Long Island. I recall myself writing on a daily basis, and publishing articles as often as five to six days per week. I was even taking and editing my own photographs for each article.

In 2016, we transitioned to becoming a digital publication and then a Limited Liability Company (LLC) in 2018. East End Taste Magazine, LLC also comprises of the annual summer event we put on in July called the Hamptons Interactive Brunch. 

What inspired you to start your business?

It is my love of writing that initially prompted me to start my business. This love of writing coincided with my love for the bounties of the East End of Long Island and traveling. The Hamptons and North Fork are truly one-of-a-kind destinations that encompass so much for everyone. We have incredible farms, wineries, bakeries, restaurants, some of the best seafood in the world, and so much more at our fingertips.

The travel component of East End Taste followed later when my children were a bit older. I also knew I always wanted to be my own boss. I love initiating content and ideas while having that authority to elevate the platform and drive initiatives forward. I am always busy with my business and really consider it a 24/7 job. I love every part of it. 

Where is your business based?

Though our readership is worldwide, we are based primarily in the Hamptons. The business is based in East Hampton, NY.

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

I originally started East End Taste as a hobby and focused initially on one of my top skills, which is writing and editing. Much of the rest, including basic graphic design, web development, social media marketing, and advertising I learned over time and taught myself. Much of the first two years was a trial and error basis. I attended a few workshops and networking events where I gained much advice. I also sought out professionals in their respective industries who were extraordinarily helpful.

Once I had a basic knowledge of the avenues and principles of running a digital publication, I then began to outsource. Many of my sub-contractors were personally recommended to me and these individuals or organizations are internationally based. It would be far too expensive if I hired locally, unfortunately. However, several of my writers are locally (Hamptons) based. 

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

Social media marketing. This took me a long time to realize. For a great majority of the first few years, I relied on word of mouth because I did not have the funding and resources for anything but. It took a great deal of time, but it was well worth it as a starting point. However, social media marketing (boosting and ad targeting), is what propelled my business forward and helped to significantly grow my following. I have never not had an ad live on one of our social media platforms. Currently, I have three: two on Instagram for A/B testing, and one for exposure on Facebook that is a long-term ad.

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

Deciding it was time to outsource. I had been very cautious about hiring anyone to assist with tasks and jobs required for the publication. I knew after some time that there was no way I could do this all on my own, especially if I wanted to grow as an entity and bring in additional revenue. To ease these concerns, I first looked to my colleagues in the industry for advice and recommendations. They proved to be a tremendous asset. I first started with photography projects, then expanded to graphic design, editing, and web development. Hiring freelance writers was my last outsourcing project. I am very thankful now that I have more time to hone in on the skills I am best at. 

How do you stay focused? 

Much of my focus comes from loving every aspect of what I do. I love to stay active as often as possible with my business. Much of that focus is making sure that I stay productive with my work. Each morning, I refer to a working list I drafted at the beginning of each week. This list acts as a to-do list to keep me on track. I love seeing a checkmark next to each task by Friday.

I also like to create a networking goal each week. This goal usually consists of me reaching out to as least five current contacts each week to stay up-to-date and in touch, and reaching out to at least ten new contacts each week to generate conversation and potential collaborations.

How do you differentiate your business from the competition?

East End Taste is built on providing detailed, high-quality content across all of our digital social platforms and on our website. Our target audience is specifically aligned to those who either live in or appreciate and admire the Hamptons aesthetic and lifestyle. We are proud to have a strong international readership base as well as a loyal local following. We are the only digital publication that focuses on culinary travel and Hamptons and North Fork related food news and events. Lastly, we are not locked in to only covering the Hamptons, per our name East End Taste. ‘East End’ could effectively highlight almost anywhere in the world so as long as it aligns with a culinary-focused, upscale, and an attainable luxurious lifestyle.  

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

In addition to social media marketing, the Hamptons Interactive Brunch event has been our smartest marketing strategy. Experiential marketing with not only our own event but events that we become involved in either as a media partner or sponsor has been a very effective marketing tool. We are always eager to help local nonprofits, for example. We are currently partnering with the Children’s Museum of the East End, and Discover the Hamptons, both 501(c)(3) to assist in any way possible. 

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

Never ever give up! Know who your allies and supporters are and be there for them as they are there for you. If you believe in yourself and your brand and maintain that positive outlook, no matter how many challenges fall upon you, you will lift off and succeed. Lastly, do not compare yourself to those around you. Turn your focus and attention to your brand and business and focus on your strengths first. Mine, for example, is writing. I made sure I focused on the writing component before I dove into anything else. 

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

My favorite app currently is LinkedIn. I love to be able to stay in touch and connect and meet new folks in the industry on a regular occasion. My favorite blog is A Luxury Travel Blog. I love that the articles are informative and that articles are regularly published. I always discover something new each time I click on. My travel bucket list is ever-growing because of A Luxury Travel Blog. My favorite book is anything by Dominick Dunne.

Criminal Justice is my passion and I still consider studying law to this day. I had met Dominick at his film premiere more than ten years ago in the Hamptons and informed him that I knew the real story behind the inspiration of The Two Mrs. Grenvilles. He wanted so badly to discuss it, though he, unfortunately, passed away before we were able to meet. I vowed to never tell the story since he himself was not able to hear the real backstory.

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

I personally love Google Drive. I have been using it to effectively store and share images, documents, and much more. I love that I do not have to continue to download materials as attachments to emails, as I often have to provide similar assets and documents for different projects. It is all there, saved, and ready to go. For graphic design work, including my business cards, flyers, etc., I love Canva.com.

Who is your business role model? Why? 

Richard Branson. I have admired him for many years and personally love his enthusiasm and business ethic. He is an incredibly hard worker and is always ahead of the curve.

How do you balance work and life? 

I try and stay productive as often as I am able, especially when my children are at school and when my husband is at work during the week. My schedule during the day, in addition to maintaining the home, is quite busy. My weekends are entirely spent with my family and friends. We go out to events, do leisurely activities, cooking and baking at home (my daughter especially loves to bake), and taking day trips to the city and to Nassau County. It is tough sometimes for me to cut myself off from work, but if I have to work on the weekends, I limit that to no more than one hour per day and it has to be done in the early morning or evening when the sun’s not out.

We also travel often. Traveling is the best reward; my trips are almost always very productive as we stay busy and are thus able to effectively disconnect from the web. After traveling, I am revved up and ready to start working again.

What’s your favorite way to decompress?

As soon as the warm weather arrives, I always spend time outdoors. My two children love the outdoors and we find ourselves playing and hanging out on our back deck. I take my meetings and my laptop outdoors and allot 3-4 hours of work time, compressing as much as I am able into the one-time allotment. I balance this time with outdoor activities like gardening, hiking, and BBQs or cooking outdoors.

I also exercise at home every day in the morning or in the evening. Exercises consist mostly of cardio with toning exercises (either with resistance bands or light weights), Pilates, barre, and or stretching. Twice a week, I add in HIIT training and plyometric circuits. This is in addition to meditating 5-10 minutes in the morning and evening. I recently started doing meditation for concentration and meditation for sleep. 

What do you have planned for the next six months?

We are looking forward to bringing back our culinary-focused travel coverage. Destinations we have planned to visit include Florida, California, Hawaii, and Nevada. For international destinations, we intend to go to Melbourne, Australia for the Food and Wine Festival in October. Caribbean destinations include Anguilla, Bermuda, and Antigua. 

How can our readers connect with you?

Visit East End Taste Magazine anytime at https://www.eastendtastemagazine.com. We are also on all major social media channels @EastEndTaste.

"It all comes back to planning" with John Bedford

John Bedford is the founder and editor in chief of VivaFlavor (https://vivaflavor.com/), a site dedicated to helping people explore their love of food and drink.

Can you tell our readers about your background?

I started my career in sales, but I’ve spent the last decade or so working as a journalist and editor. Although those are two very different worlds, the confidence I gained from selling - and the targeted approach to progress - has complimented the editorial aspects of the business to a surprising degree. 

What inspired you to start your business? 

I’d had the good fortune to spend the last ten years working for a company that encouraged and rewarded staff for starting new initiatives. I learned a huge amount about SEO, content research, and site-building during this time. 

Having worked in the same field for so long, I decided it was time to take that knowledge and explore one of my other passions instead. 

Where is your business based? 

I am currently “enjoying” lockdown in the sunny south of England!

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

Research. Lots of research. Before leaving the company I spent many evenings researching content, keywords, and building the technical foundations of the site itself.

By the time I’d handed my notice in, I had enough foundational work to keep me busy for more than a year. That meant I could focus all of my efforts on making my “product”.

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

The best way of raising awareness for me has been to focus on making the best content that I can, and then promoting it to anyone I think might be interested in sharing it with their audience. It’s still early days for the business, and so the main focus remains on building something worth sharing.

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

I had worked from home a great deal in my previous career, but I had not appreciated the difference between working from home - with the option to hit up the office when you needed to - and working on your own. 

There’s a real sense of isolation to be dealt with - not just in terms of physical distance from people, but assuming sole responsibility for the fate of your business.

 The only way to overcome this is to go back to the basics of your business and evaluate whether you have the data to justify worrying about your progress. 

On the social side, I’ve tried working in coffee shops and libraries but it’s really not for me. I’ve made more progress by talking very openly about my doubts and fears with my wife and closest friends. 

How do you stay focused?

It all comes back to planning. I know what I need to get done because I’ve researched it so thoroughly. It’s a very simple operation in many ways, and it’s a case of just working through the content pile. If I don’t do that, the business won’t work - that’s all the focus I need!

How do you differentiate your business from the competition?

The content I produce in terms of research and execution is made to the very highest standards I’m capable of. I put everything I have into it.

That’s not to say others don’t work hard, but I am never satisfied with “good enough”. I just can’t do it and I’m constantly tweaking and improving my approach.

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

I do a lot of outreach to other bloggers working in my niche, provide insight for journalists to help build the site’s visibility, and contribute guest posts where I can.

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

Even if you’re bootstrapping your business entirely, write a business plan for yourself, and just as you would if you needed a loan from the bank. Assign targets to all aspects of the journey, and focus on hitting them as quickly as possible.

The first three months are absolutely vital. Your enthusiasm at this stage will be at its highest, and the doubts that come with running any business will catch up with you sooner or later. Better to give yourself the best foundation possible, as quickly as possible, so you can answer those doubts when they come knocking.

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

I don’t use a lot of apps so I have to give a rather boring answer of WhatsApp I’m afraid! While the pennies are being counted, it’s been invaluable in maintaining social contact with the good friends I made in my previous career. 

I’m more of a forum dweller than a blog reader, to be honest, and I have a wide collection of subreddits that provide insightful posts in my field.

I like books that challenge assumptions and really shake you out of the drudgery of our very narrow human view of reality. The Fabric of the Cosmos by Brian Greene popularizes some of the most complex aspects of physics without diluting them. On a more human level, Sapiens by Yuval Noah Harari is an extraordinary story of how we got to where we are now.

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

Ahrefs without a doubt. From keyword analysis to networking research, there isn’t an area of my business that isn’t supported by the tool. There are lots of similar services that do certain things better, but it’s hard to beat it as a Swiss army knife for any online business.

Who is your business role model? Why? 

Rupert Loman, the founder, and CEO of my previous employer of ten years. It was a company everyone in the industry wanted to work for and recruitment was highly selective. He engendered an entrepreneurial culture across the organization, and people were trusted to be the expert in their field.

Management for management’s sake was all but prohibited, and there was a real sense of agency in our work. I would find it very hard to go back to a different way of working! 

How do you balance work and life? 

I’m extremely fortunate in that I invested in a garden office before making the leap to start my own business. I also purchased a dedicated work laptop that’s used for nothing but the business.

When I’m on the laptop, I’m working, and when I’m in the house I’m not. As excited as I am to be on this journey, it’s the third priority after being a good husband and father. Those things are more important to me. 

What’s your favorite way to decompress?

I spent much of the last ten years working in the videogames industry. While I love food and drink, of course, I have to say I still find far too much time to unwind with Nintendo!

What do you have planned for the next six months?

I’ll be doubling down on the basics of content and networking. Those really are the foundations of the business, and it’s important to avoid the temptation of tinkering with shiny, new, and exciting things that don’t drive the fundamentals of the site forwards.

How can our readers connect with you?

As the foundations of the site are focused on SEO and organic growth at this stage, I’m yet to focus on growing the social media side of the business. I’d love to hear from more people on Twitter and Facebook though!

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