"Don’t let societal norms or outsiders scare you away from achieving your dreams" with Pamela Zapata

Pamela Zapata is the Founder and CEO of Society18. She works with multicultural and multiethnic fashion, parenting and beauty influencers on branded campaigns for partners such as IPSY, Sephora, Almay, Fabletics, Urban Decay, Marc Jacobs, Calvin Klein, Not Your Mother's, Macy's, Foot Locker, TRESemmé, American Eagle Outfitters, P&G, Google, Olay, Unilever, Dove, Lego, and Hallmark. Prior to founding her company in 2019, she cultivated relationships and troubleshot talent issues as liaison between network on-air talent, representation, and internal businesses for E! Entertainment, Ryan Seacrest Productions, Style Haul, and Sweety High. Pamela was just named one of the top 25 talent managers for YouTube creators and top 15 talent managers helping micro influencers land brand deals by Business Insider. 

Can you tell our readers about your background?

My name is Pam, and I am a talent manager and marketing executive with a unique range of experience. In 2019 I founded Society 18, a bicoastal influencer management and consulting agency with a focus on multicultural and multiethnic content creators and digital strategy. Prior to starting my business in 2019, I garnered over 10 years of experience working in influencer strategy, integrated marketing, talent relations, casting, and production for some of the biggest networks, brands and agencies in the industry.

I began my career in Los Angeles where I worked for companies such as E! Entertainment, Ryan Seacrest Productions, Style Haul, and Sweety High. During that time, I cultivated valuable relationships by successfully and strategically utilizing influencers and talent for digital and on-air programming, brand sponsorships and events that supported business initiatives, drove ratings, and increased revenue.

After relocating to NYC, I became the Director of Influencer Marketing at United Entertainment Group, where I led influencer partnerships, strategy, procurement, negotiations and campaign reporting for various personal care brands within the Unilever portfolio including Suave, Dove, Love Beauty Planet, Axe and Popsicle. I eventually moved on to my role as Senior Director of Influencer Marketing at Starpower, where I oversaw multiple campaign and influencer casting initiatives for key beauty brands including Estee Lauder, Bobbie Brown, MAC, BECCA and La Mer. Within this role I had a range of responsibilities including campaign ideation through concept execution, while also overseeing strategy, client management and talent relations.

What inspired you to start your business?

My “Aha Moment” happened during those ten years in the trenches. I saw a gap in the industry when it came to diversity. Not only were POC not always represented in campaigns, but I found that many diverse creators did not understand their value when comparing what their counterparts were receiving for branded projects. That gap is what fueled me to take the leap and start my own company! There was a need to address the issue which pushed me to work directly with multicultural and multiethnic content creators to help them understand their value while also helping advise brands and agencies on the importance of strategically including diverse influencers into their brand campaigns. 

Where is your business based?

We’re bicoastal, with a presence in both NY and LA.

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

The first step was reaching out to the content creators that I already had an established relationship with. I talked to them about why I was starting my own agency and how I thought I could provide value to their business. Thankfully, after 2-3 clients signed on, 3-4 more came around through referrals, which assured me that I was moving in the right direction. 

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

98% of our roster has been referral based. This is due to the importance we place on getting to know our clients on a personal level, not just professional. As an agency, it’s important to know what each of their likes/dislikes are, what their passions are and how to make our partnership as effective as possible. Checking-in and having that open line of communication is crucial to ensuring a transparent and trustworthy relationship.

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

Starting any business can bring a sense of isolation, which can distract you from your bigger purpose and have you wondering whether you made the right decision. When I first ventured out on my own, I was constantly battling with myself on whether I was going to be capable of supporting myself and finding success with this idea, which led to many moments of self-doubt. However, in the back of my mind I always knew that this was my true purpose, and all the hard work would pay off, which it has. Knowing I’m a part of something that is for the greater good continues to push my drive and make all the long nights worth it. Being passionate about your work and the effect it has on people will keep you going.

How do you stay focused?

Society 18 has seen immense growth within the past year, even with the pandemic taking over all aspects of our lives. I’ve been able to double our staff, and our roster has grown tremendously within the past 6 months. I credit this mostly to my ability to keep going even through the days in which I wanted to give up. Knowing I’ve been able to weather all the bad storms in 2020 and still bring on additional team members, clients and campaigns is further proof that the universe rewards you in many ways when you take courageous steps. 

How do you differentiate your business from the competition?

Our objective is to be the agency of record for brands who are looking for insight and support on influencer initiatives and holding them accountable in terms of their diversity/inclusion commitments. With our wide range of multi-ethnic creators and seasoned team, we want to be the agency that brands immediately think of when they need guidance, and we pride ourselves in providing best-in-class services to anyone that chooses to prioritize these important initiatives. I have always emphasized the importance of working with multicultural and multiethnic content creators, and as someone who is well-established in this space, I am in a unique position to advise any brand that wants to be part of the solution on how to get it right when it comes to diversity, which is something I take very seriously. Not only is our roster diverse, but each of our employees have strong backgrounds from various vantage points which can help us when pitching, creating strategies and developing potential partnerships.

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

Transparently, we haven’t had an established marketing strategy that has fueled our growth. Our digital and social channels showcase our clients and the work we do; however I truly believe the value we bring to our content creators and brands is what has propelled the business forward and has been the biggest contributing factor to our growth as a company.

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

Simple - you’re in charge of your own life. Don’t let societal norms or outsiders scare you away from achieving your dreams, whatever they may be. If you are not happy in your current situation, it is your obligation to yourself to make a change. Want to start that clothing business? Do it. Want to go back to school? Do it. Block out the white noise and surround yourself with people at your level. Having a strong support system has helped me tremendously, especially during the times when I wanted to quit. Whether that is your family, friends, partner or team members, it is crucial to surround yourself with trustworthy people that believe in your vision to accomplish the impossible.

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

My favorite app at the moment is Clubhouse. I’ve really enjoyed seeing the communities the app has built and have loved being a part of conversations that have been happening offline for so many years.

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

A business coach. Having someone who really understands business structure, scaling, etc. that can support you when you are making critical decisions that will affect your business is crucial. Unless you have entrepreneurs and business owners in your network who have been in your shoes, it is hard to really get the support you need through your friends and family. Although they can provide encouragement, they won’t understand the gravity of some the decisions you are making.

How do you balance work and life?

There will be days when a vacation is needed, so knowing you have a team you can rely on to steer the ship while you take a moment to yourself will help. Make sure to also take a step back whenever you feel yourself feeling overwhelmed. As a founder and CEO of a company, wearing 100 different hats is probably one of the most challenging and underestimated aspects of running a business. One must know a little bit of everything – Legal, finance, marketing, operations, HR etc. It’s something that can be extremely defeating, especially when you don’t have all the answers. Dive into your network and find resources that can properly support you. 

What’s your favorite way to decompress?

The Headspace app has been a great tool for disconnecting in the morning and late evenings. Taking a run along the running path by the Hudson River near my house has also been extremely therapeutic for me lately. I’ve also spent some time catching up on my favorite shows - Ozark on Netflix and Billions on Showtime.

What do you have planned for the next six months?

The next 6 months will be dedicated to structure, tech and hiring/onboarding. I’d love to start scaling the business in the next 12-months, so it’s critical that these elements are put in place to support the growth properly.

How can our readers connect with you?

You can follow Society 18 at @societyeighteen and my personal page at @pamelazapata. Our website is www.society18.com.

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.

"Choose your business partners wisely" with Miranda Yan, Vinpit

Photo Credit: Miranda Yan, Vinpit

Miranda Yan is the founder of VinPit, which is a SaaS-based business. It is an online platform for used vehicle buyers who want to run checks on their history. 

What inspired you to start your business? 

The idea of setting up VinPit came to my mind when I was trying to help my friend buy a second-hand car and realized that there was no effective model that the buyer could utilize to dig up details about the used car's components. An unaware owner can face severe challenges in the future if the vehicle was involved in illegal commotions and has a troubled history. Therefore, I decided to build a website that works as a "VIN check" booth for such buyers. 

Where is your business based?

Vinpit operates through the internet, so it’s wise to say that this business works on an internet-based model. It's a virtual platform that anyone could access. We are currently providing services targeted to the US. 

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

I started the business by researching the idea and checking the marketability of the concept. I also looked for any competitors or similar companies. Recognizing the target and making arrangements for the fulfillment of their needs and expectations was the next step. I made appropriate hires with my partner and pushed forward the development of service steadily.

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

It was digital marketing for us. Since I had worked as a marketer for an internet giant for years and gained great experience, I understood the power of digital media marketing. I never left any opportunity to leverage it to increase awareness about our brand.  

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

Like any other growing entrepreneur, my first hustle was of growing capital. Managing a team virtually, building a robust, feature-packed platform, and opting for efficient marketing channels is exceptionally challenging. I tried cutting costs on unnecessary expenses and took one step not to burden the finances available. It's the visit management that has helped us come this long, too, in the coronavirus times when all the industries have been impacted massively. 

How do you stay focused? 

I have realized that the key to remaining focused is a proper work-life balance. I have established clear-cut boundaries for my personal and professional life and do not let any of them affect the other. This way, I'm also able to focus on one thing at a time, give it my best, and log off to switch to another role. I also practice yoga and take out time for self-care to prevent stress and burnout. 

How do you differentiate your business from the competition? 

I think the difference lies in our approach. We aren't planning to introduce a tech-savvy program that is fascinated with many bells and whistles. Instead, we have developed a straightforward platform that anyone could use. We believe in technology and want to use it to cater to our customer's needs, but it should not make the inexperienced user's interaction with our service baffling. Most of our competitors try to target car suppliers. We have built our platform for ordinary people who want to gather information about used cars without a costly and cumbersome process. 

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

PR marketing strategy has worked the best for us. It has landed us a significant amount of media exposure and helped us in remaining visible. Since establishing the brand presence is one of the foremost challenges for any new entrepreneurial venture, PR marketing has alleviated our struggle remarkably. 

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

Choose your business partners wisely. See that they are professional and respect boundaries in all matters, especially authority and control over the business. A good leader can make or break the future of the venture. Make sure their ideas and goals related to the company align with yours, and you share similar thoughts on management and other areas. I would also like to add to that, keep reviewing yourself. I have done this regularly, and it has worked wonders for me. Through this, I identify which decisions I make are working for my business and which are not. It also tells me the area I need to improve on, which can help any entrepreneur grow gradually. I would suggest to the upcoming entrepreneurs that it’s not always about what’s coming. One should look into the future and not forget to look behind, and it lets us analyze the decisions we make and keep improving. 

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

I don't have one particular favorite app or blog. Since there are many apps that I use daily and numerous blogs, I tend to read every day to gain market insights, choosing one clear winner among them would require a thorough comparison. However, to name a few, I like simple planning apps like Evernote, Google docs, etc., that make my work life easy and sorted. I read blogs like Forbes: Entrepreneur, TechCrunch, HubSpot, Small business trends, etc., to learn about the latest development in the tech industry. My favorite book is Paulo Coelho's - Alchemist. It has excellent motivational quotes, and the faith and consistent efforts exhibited by the protagonist inspire me a lot. 

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

Proofhub is one of my favorite business tools that helps me ineffective management and conveniently track projects’ progress. It helps in easy collaboration, organization, and cooperation with team members and has a fantastic set of tools that facilitate smooth remote working. 

Who is your business role model? Why? 

Ingvar Kamprad, the founder of IKEA, is my business role model. He was an exceptional entrepreneur who had his rigid stance on cost savings and was criticized many times by people, often labeled " stingy," but that did not affect him, as pleasing people was never on his priority list. He was, in fact, proud of his reputation and carried a carefree attitude that inspires me the most. 

How do you balance work and life? 

My mantra is not to fuse them both. I prepare a routine every night before and try my best to stick to it. Furthermore, I also allocate time for self-care and prioritize my health over anything, which helps me stay away from frustrations and stress. 

What’s your favorite way to decompress? 

I read. Whenever I'm stressed, I like to take a break and re-energize myself with positive thoughts and some "me-time.” I read motivational books, quotes, success stories of entrepreneurs and remind myself why I chose this as a career and what I can do to better my strategies and policies. 

What do you have planned for the next six months? 

I have planned to indulge in a rigorous marketing campaign and reach out to as many people as possible through digital marketing platforms. PR marketing would be our front runner, but we would also like to try our hands at other marketing techniques.

How can our readers connect with you?

Anyone can connect with me through my Linkedin account. If you want to communicate with Vinpit, you can do that via the "contact us" column on our official website https://vinpit.com/.

"Believe in yourself and always maintain your integrity" with Logan Rae

Photo Credit: Argon Agency

Highly innovative and passionate with a dash of sass, Logan Rae is a spearheading marketing professional whose underlying mission is to help businesses achieve new levels of scalable growth. As the founder of a leading marketing resource Argon Agency, Logan has an extensive background involving social media demand generation, brand/product strategy, SEO, customer engagement, and revenue optimization, and knows how to creatively foster cutting-edge executions that allow businesses to advance above their competition.

Can you tell our readers about your background?

Born and raised in one of the toughest areas within Miami, Florida (Carol City), I discovered early on the true meaning behind commitment, resilience, and a strong work ethic. Furthermore, I grew up in a home with a mother facing mental health challenges and an absent father, which ultimately became the catalyst to leverage education to leave my home environment.

Upon graduating high school at 15, I proceeded with my undergraduate studies at Cornell University and Florida Atlantic University, all while simultaneously becoming emancipated at 16 and becoming a teen mom at age 17.

In 2015, I chose to branch into the world of entrepreneurship, founding the Bacon Boxes brand. My marketing efforts and business plans were effective enough that the brand became nationalized in less than 20 weeks from product conception, we won notable awards (SCORE American Business Championship, Inc Magazine’s Coolest College Startup, etc) and entered an accelerator program (FAU Techrunway).

From that point, I shifted my education merging behavioral sciences with technical marketing. I worked across many industries both freelance and holding various positions from Digital Marketing Director to Chief Marketing Officer until founding Argon Agency.

What inspired you to start your business?

I started Argon Agency after being disappointed in the company I was working for at the time. I left a 6 figure c-level position in the middle of the pandemic and everything just fell into place.

Traditional digital marketing was a series of smoke screens, empty promises, one-size-fits-all cookie-cutter campaigns, and charts and graphs that look pretty, but don’t actually mean much. There had to be a better way. There had to be a way to provide clear, customized marketing campaigns that provided results, not just pretty charts and vague answers as to where your budget went. From that realization was born Argon Agency.

Where is your business based?

Argon Agency is based in downtown Lake Worth, Florida.

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

Due to my prior company (Bacon Boxes) and notoriety from self-branding, it was easy to walk into my new industry. I immediately had support and I had clients before I had processes. The universe really came through and helped uplift my efforts.

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

I believe your network is your net worth. I do for myself the same thing I do for my clients. I tell my story and I build genuine relationships. My goal is to be in as many rooms as I can at the same time.

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

My biggest challenge has been finding the right employees. I have been trying to build an environment that we look forward to being in - work that doesn’t feel like work.

I have made the mistake of hiring friends. I have hired people with fabricated resumes and portfolios. I have overpaid and invested months with inexperienced people to get their skill set where it needed to be. I have hired people that took my processes and ideas then started replications.

All of these situations weren’t good for my business. I wasted a lot of time and finances trying to make situations work. On a personal level, it hurts to have people I invested in, trusted, and respected take from me with no regard. However, it validates my structure, processes, and ability to mentor.

The biggest way to overcome these challenges has been to focus on the bigger picture, never stop looking for the right people, and keep my mindset on what I need to improve on in order to support getting the right team in place.

 How do you stay focused?

I love what I do and have built my company with the goal of it fitting my dream life. Most people work to retire and enjoy life. I built a life I don’t want to retire from. Staying focused is easy.

How do you differentiate your business from the competition?

Most marketing agencies offer a service, but not a strategy. You can go to a marketing agency and say you have “x” dollars to spend monthly and you want a specific service yet that budget could be more effective in a different type of campaign. Most agencies won’t care enough to tell you and most freelancers don’t have a diversified background to evaluate it beyond what the client is asking for.

We are different because we offer full strategy support. We evaluate EVERYTHING you are investing in your marketing and help businesses take action through our campaigns but also in-house to optimize their scalability. It is our goal to act as a knowledge bank and chief marketing officer for every company we contract with.  

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

Results and being accessible. Ironically we are a marketing agency that has not marketed itself yet. We have no social media presence. We only have a website because we needed it to obtain a merchant account. Yet, we are overwhelmed with business and actually have a waitlist for our services and companies that have paid a deposit to hold their place.

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

Believe in yourself and always maintain your integrity. It is so important to stay true to yourself, your team, and your clients. When you cut corners you lose value. It’s okay to go at your own pace. When you give yourself the time you’re less likely to burn out and more likely to build a stable brand with longevity.

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

 This is a hard question to answer. I would have to say I’m a big fan of Simon Sinek. I was introduced to his books while taking a leadership course in college and have kept his teachings integrated into everything I do.

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

Another hard question. I would be lost without my mentor Ron Cocquyt. I met him through an accelerator program I won entry into with my first startup, Bacon Boxes almost 5 years ago.

Mentorship, accelerator programs, and boot camps are a godsend. If we’re talking just software I would say Teamwork - it manages my life.

Who is your business role model? Why?

I admire so many it’s hard to just pick one.

I find myself checking in on Reshma Saujani who founded Girls Who Code. I find her story and motive inspirational and I love the goal of her company. She is facilitating an environment where women can become inspired, obtain resources and learn valuable skills that put them in a predominantly male industry.

I also admire Shannan Monson. She’s a mom and entrepreneur on a mission to change the statistics for women in leadership. I can’t wait for my obligations to calm down a little bit. One of the first things I plan to do for myself is sign up for her CEO School.

How do you balance work and life?

I integrate them into each other. I find it's best for my whole team.           

We have a leisurely 9 am start time. The goal is for everyone to come into the office between 8:30-9:00 am and not stress if there's extra traffic or jeopardize their safety if they’re running late. We take the first 15-20 minutes after everyone has arrived to get personal chit-chat out of the way, make a cup of coffee and grab a snack.

I found that if I order everyone’s favorite caffeinated beverage, snacks, and lite lunch items for the office every week it keeps us in higher spirits and balances us. Whereas before I did that I would often be too busy to leave the office and end up not eating all day.

I implemented team building into our routine. Monthly we do something different than the group votes on whether it be yoga, a company-paid lunch, or a two-day stay at a beach club for example. This allows us some leisure and bonding time to just relax and decompress. What’s your favorite way to decompress?

I like the gym. It's a place I enjoy when I’m in all moods. No matter what I end up leaving feeling motivated yet relaxed.

What do you have planned for the next six months?

Growth, education, and fun.

I have been tightening up processes and implementing new services. We’re going to be recruiting additional talent and working on new ways to exceed our clients’ expectations of us.

How can our readers connect with you?

www.instagram.com/thatmarketingbitch

www.instagram.com/argon.agency

www.argonagency.com

logan@argonagency.com

561-867-0027

11 S. J Street, Lake Worth, FL 33460

Q&A with Ryan Dobroff

Ryan Dobroff is a prominent coach and business owner in the Sacramento area. Ryan has 6 years of experience as a US Marine, his military occupational specialty was a parachute rigger. Ryan has his Bachelor of Science in Kinesiology with a concentration in Exercise Science from Sacramento State University. Ryan has 11 years of experience working in various fitness facilities such as private studios, commercial gyms, and interning on the Sacramento State strength and Conditioning team. RoyalFitnessByRyan.com

I was inspired to start my business by accident. I completed my personal training certification during the summer as I transferred from Los Medanos Community College to Sacramento State University. When I transferred, I wanted to get experience as a personal trainer before starting on my own. I worked for 24-hour fitness for a few months and decided to leave once I got said experience. I then started to slowly build my own client list as I left. I trained my clients in their homes, and at parks.

Toward the end of that year, I was preparing for a large influx of new clients with the holiday season around the corner, so I started calling gyms in the area if they had room for any trainers. I called over 15 gyms, only one called back. It was CJ from “The Gym” in Rancho Cordova. Little did I know how much this gym would mean to me. It was the perfect set up for me to be successful. “The Gym” gave me the perfect opportunity to be successful. I am thankful every day for this opportunity. I would not be where I am at today without it.

Fast forward 2 years, I prepare to graduate. I had a decision to make, do I stay with my business, continue onto Physical Therapy school, or look for a career in the health care industry. My original plan was to use personal training as stepping into physical therapy school but decided against it. I was having too much fun doing personal training and enjoying all of the relationships I had already. It was a tough decision, but I am so happy I made the decision I did. I am in awe of how far I have come since then. I was inspired by my clients and love of helping others to continue the start of my business. My clients bring out the best in me and teach me more than I teach them. It has been almost 2 years since I have made that decision.

The first step I took toward building my business was delivering excellent service with integrity, word of mouth is the best marketing technique. I also placed lead generation and client retention as my top priorities. All while going to school full time and performing my US Marine reservist obligations. The most effective way of raising awareness for my business was and is word of mouth, lead generation, and website. In recent events, I have been pushing more brand awareness by creating towels and apparel, as well as pushing more into social media.

The biggest challenges I have faced and still currently face is self-confidence in the rough times, other peoples’ opinions, and negative self-talk in my head. I overcome them day by day and do my best to not let these affect me and my work. It has been a constant struggle, and I doubt it will stop any time in the future. I stay focused by remembering that this is bigger than me. This is about my clients and those I serve. Their well-being, happiness, and of course goals are top of my mind for me. I do my best to accommodate any needs they have, make time for them, and educate them on how to lead a healthier lifestyle.

I remind our clients this is not a quick and easy route; these are lifestyle changes that are meant to stay. That is what separates me from my competition. My niche. My niche is Health and Fitness coaching. I consider Health and Fitness coaching to be an art form. I consider it an art form because, within a short period of time (typically 2 hours out of the 168 hours in a week), I need to persuade our clients to become the best version of themselves by eliciting positive change.

I help bring about this change by convincing them that their health is important and that they need to incorporate these changes and lead a healthier and more active lifestyle. I help them realize the big picture, and what needs to happen for them to get there. A lot of people do not realize this, but I am slowly replacing our client’s bad habits with healthier habit choices. This is not easy. In a sense, I am convincing someone that their way of thinking is wrong, and mine is better. I do not put it so bluntly with them, but that is a general idea. Their way put them in front of me, our recommendations will help them build their foundation for success. Our goal is to help our clients become self-sufficient.

One of my favorite books is “Success Principles” by Jack Canfield. In his book, he shows you how to be successful in whatever you do. He helps you build your foundation for success by having you complete the workbook, I reflect and re-read this every April to track my progress from years past.

My favorite business tool or resource is my website. My website is a direct reflection of me. My website is the first thing potential clients see, it’s my first impression on them.

 My business role models are Gary Vaynerchuk and Mark Coles, for different reasons. Gary is who I base the business model off of by leading with compassion, love, and kindness. Always providing value to others with or without payment and expecting nothing in return. Mark, because he is all about training the trainer. He is all about professional development, constantly and never stopping continuous learning.

I balance work and life by doing what I love and making time for myself. I love what I do, so more than half the time I do not feel like I am working. Sometimes I cannot believe I get paid to do what I do. I nurture and build relationships and hang out with people all day while they workout. I also get internal fulfillment by helping others reach their goals, I love the “A-ha” and “congratulatory” moments. I ensure I do make time for myself. I have been to the point of burnout plenty of times, and it is a sweet balancing act. I almost always have something on the calendar to look forward to for a vacation, have consistent and scheduled “Me” time. I also am not afraid to take a mental health day, as well as make time for family. My clients understand how important family is to me. For me to help others, I must first take care of myself. This allows me to be better.

My favorite way to decompress is a night out drinking with the guys, attending a music festival, working out, hanging out with friends, eating food with good company, going for a nice drive, or just kicking back and playing some Xbox.

In the next 6 months, I have a lot of planning. I have recently become a Realtor for Mimi Nassif Luxury Estates, Inc. My goal is to buy/sell my first home for a client. As far as Royal Fitness by Ryan is concerned, I am looking to expand my reach. Recently I have been taking on coaches and finding them work through my lead generation techniques. This is nice because this will allow me to grow my business and help friends find work now. I am in the process of building and developing my team. I am excited about this next quantum leap. I am also developing a clothing line for Royal Fitness By Ryan as well. We just pushed out branded towels. Next is hoodies, tank tops, and masks.

Readers can connect with us in various ways. The simplest and easiest is our website RoyalFitnessByRyan.com. There’s also Instagram - @RoyalFitnessByRyan, YouTube – Royal Fitness by Ryan (Here we upload 1-minute explanations of exercises. No more fluff-filled exercise explanation videos), Facebook – Royal Fitness By Ryan, Email – RoyalFitnessByRyan@gmail.com, or phone: 925.334.8111

"Stop thinking. Start doing" with Doreen Winkler

Doreen Winkler is a natural wine sommelier, consultant, and founder of Orange Glou, a unique wine subscription service and monthly wine bar pop up in New York devoted solely to skin contact wines. Although Doreen’s focus is on natural, organic, and biodynamic wines that offer the purest expression of the grape and terroir, her deepest passion is for orange wine. Doreen developed wine programs for over a decade as a sommelier and consultant for restaurants, bars, and wine retailers, including the Michelin, starred Aska and Aldea, Lupulo, Sel Rrose, and among others. Her wine program for Aldea received the World of Fine Wine Best Wine List Award in 2015 and Forbes named her one of “America's Top Sommeliers” in 2016. Over the years, she has developed relationships with winemakers and worked harvests at vineyards across many of the world’s best wine-growing regions. Now, through Orange Glou, she delivers a highly curated, personal selection of the most interesting and distinct orange wines in the world. Since her first taste of skin-contact wine in 2013, Doreen has tasted over 1,000 different bottles and is still very much in love with the magic in the glass.

Can you tell our readers about your background?

I started in hospitality with an apprenticeship at 16 years old, got my first sommelier job at 22, and never looked back. In addition to Orange Glou, I worked as a consultant sommelier for restaurants, bars, and wine retail stores in New York City, including Sel Rrose and Trapizzino. I’ve developed wine programs in the City for over a decade, including at Michelin starred Aska and Aldea, Bar Glory, Lupulo, and Urban Uncorked, among others. I also worked as a sommelier in Germany, Switzerland, Australia, and Cyprus and traveled to many of the world’s best winegrowing regions to participate in harvests and learn hands-on methods the best natural winemakers are using today. I also regularly attend natural wine fairs like RAW in the US, La Dive in France, Third Coast Soif in Chicago, and more and am constantly tasting new products and meeting new producers.

What inspired you to start your business?

I LOVE ORANGE WINE. It can be hard to find and niche, so I had a lot of friends asking me how to access it. One friend in particular, Katie Rodgers, known on Instagram as @PaperFashion, was especially encouraging and even offered to design some of the packagings. The demand was apparent and the timing was right so I finally dove in.

Where is your business based?

We are based in New York City.

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

The first step was figuring out what I was going to offer. I looked at the wines I had access to and set aside inventory to fulfill orders of 3-bottle and 6-bottle boxes. Then I had to evaluate costs to determine price points and find a business partner who could distribute the wines to other states. Once I calculated all the costs, I hired a designer to create my logo, website, and Instagram aesthetic.

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

Outreach to traditional media through PR helped establish the business by increasing our initial visibility and legitimizing the quality of our product in the eyes of the public. Instagram has also been one of our biggest assets for word of mouth, especially happy customers sharing how excited they are to open the boxes and drink the wines on their IG stories. It feels like Christmas every month.

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

When the market started crashing due to the outbreak, we received a lot of cancellations. People were scared and many had lost their jobs. We had to reevaluate our strategy, so we introduced a one time box that didn’t require a subscription and free shipping in New York for the first month. Ever since the business has been booming and more people are ordering the bigger subscription boxes (six bottles each month) than ever before! I was consulting for several NYC restaurants, but now I am staying focused entirely on my business and it’s paying off.

How do you stay focused?

I make lists so I always know what I need to do for the day and week. I don’t like to plan out the whole month because if the list is too big it becomes overwhelming. Getting up early, turning off the phone, and just knocking stuff out.

How do you differentiate your business from the competition?

Orange Glou is the first and only wine subscription service just for orange wine. Beyond that, each box is full of personal touches, like the art designed by Kate Rogers for each tasting notecard and the gift boxes. Most important, though, is that the wines are of the absolute best quality. I make no compromises. These wines can be expensive and difficult to acquire because of high demand and limited production runs, but if you’re into orange and natural wines, these boxes are going to be your rock n roll playlist.

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

In addition to traditional and social media, our monthly popup bars in New York and LA really engaged people on a different level. I wanted to create a version of my “dream bar,” a place where there were more orange wines than would be even possible to try in one night (but we also poured by the half glass in case you wanted to). Now that we’re in the age of social distancing, we’ve had to move that experience online and we’ve been doing that every Monday at 6 pm EDT via Instagram Live. Each week I share what’s new for Orange Glou, have a conversation with a guest winemaker, and chat with everyone who’s tuned in.  

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

Stop thinking. Start doing. That was holding me up for so long. Put your numbers together, look at who your customers are going to be, and don’t compromise. The product is the most important part. There will be critics but stay the course. But also don’t overspend trying to build your company (i.e. having a decent website is enough; it needs to function, but it doesn’t need to be super fancy).

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

I love reading food blogs and websites like Eater and other industry publications to stay on top of trends.

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

I love our newsletter. It keeps our customers informed and gives them an opportunity to engage.

Who is your business role model? Why?

Emily Weiss, founder of Glossier beauty products. I don’t use a lot of makeup products, but they’re very good at highlighting simple tricks that will make you feel better about yourself without putting on a whole face. All their products are organic – as are my wines – and their customer service is extremely personal. When the brick-and-mortar was open, they limited the number of people allowed in the shop to a 2:1 customer to employee ratio so that everyone could get ample attention. Likewise, Orange Glou seeks to share a high-quality product with highly personal customer attention.

What is your beauty routine? What are some of your favorite products?

I use a toner that refreshes and hydrates my skin. I dab it on after a shower and it feels so good. Then I add some moisturizer. If I’m leaving the house, maybe some powder and eyebrow enhancer.

How do you balance work and life?

I’m still figuring that out every day. Now I have a little foster dog named Rogue that’s giving me some balance. I try to take one day off a week to spend with my boyfriend. We like baking or cooking together, taking long walks.

What’s your favorite way to decompress?

Trading massages with my boyfriend and watching movies while wearing face masks.

 What do you have planned for the next six months?

Hopefully hosting popups again! I have a vision of what I want to achieve. I want to increase my businesses, of course, and add more monthly subscribers. I’m hoping to host an event in LA in November if RAW Natural Wine Fair is still happening. I’m always planning my upcoming sourcing and continuing to foster winemaker and distributor relationships.

How can our readers connect with you?

Sign up for our newsletter, follow us on Instagram, tune into Orange Glou Live, or email me for a personal response.

www.orangeglou.com

info@orangeglou.com

@OrangeGlou

@DoreenWinkler

"Stay motivated and don’t get deterred from your path" with Nichole Wright

A wife, mom, and now an entrepreneur, Nichole Wright created Satrell, a beauty brand where you’ll find exclusive products that will inspire creativity and expression.  What better way to show creativity and be expressive by way of immersion into this industry? The best way is to be FEARLESS and don’t worry about what others think.

Can you tell our readers about your background? 

I’m a finance professional from Charleston, SC, but lived in other parts of the United States.  I have a close-knit family, which includes a couple of entrepreneurs in their own right. I’ve always wanted to succeed in my personal and professional life, so I made that happen by receiving my Bachelor’s and Master’s degrees.  Now I get to utilize the knowledge I’ve gained in my business. 

What inspired you to start your business?

I was inspired to start my own business after watching the entrepreneurs in my family. Plus I enjoy the fact that I can be my own boss, explore my creativity, and be expressive. Building a beauty brand is what came to mind when I started looking at all the makeup and skincare products I’ve purchased over the years. The beauty industry has a wide selection of products, but at the same time, there is room to add my own innovations to the mix. Although women are beautiful with or without makeup, I love the fact that I can provide a product that will allow them to showcase their personalities in other ways.

Where is your business based? 

My business is based in Charlotte, NC. My products are currently sold online via my website. 

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

I had to do thorough research to learn every aspect of the beauty industry before investing time and money into my new venture.  The first step I took was creating goals for my business. Without goals, my business would not exist because those goals helped me stay on track of what I needed to get accomplished.

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

I used social media (Instagram, Facebook, Twitter, and Pinterest) and my website to bring awareness to my business.

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

The biggest challenge for me was trying to do everything by myself and fearing if people would like my products.  I overcame them by getting help from family, friends, and collaborators. I also stopped worrying about trying to make others happy because there is always something someone is not going to like and that’s okay.  

How do you stay focused?

I stay focused by not being around any negativity. I also figure out ways to maintain continuity of my brand and products as it relates to daily changes in the beauty industry and life. 

How do you differentiate your business from the competition?

I know I’m competing with brands that have been around for a long time, but my business offers high-quality products in diverse colors, long-lasting, hydrating, and moisturizing. I expect to thrive in this industry by listening to what consumers are looking for in their products.

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

My most effective marketing strategy has been collaborating with an agency that has helped me increase the visibility of my brand via social media, influencer collabs, PR exposure, etc.  

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

The best advice I can give is to stay motivated and don’t get deterred from your path.  

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

My favorite app is Calm because I like to reduce stress and anxiety. I enjoy blogs that focus on fitness/health and entrepreneurship because I want to remain healthy and learn of the challenges and/or accomplishments that entrepreneurs endured. I don’t have a favorite book, but I read anything that provides wisdom so I can carry those thoughts into my current situation.

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

I don’t have a favorite business tool, but it comes down to me choosing a tool that is relevant and best for my business.  

Who is your business role model? Why?

There are a few business role models I admire, but one of them is Maya Angelou who was someone that wasn’t afraid to speak up.  One of her quotes I like is “My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humor, and some style.” 

What is your beauty routine? What are some of your favorite products?

I start my day at 7:30 am, get in a workout, and eat breakfast. I use my homemade facial cleanser, moisturize my skin, and apply lip gloss (Satrell Beauty).  Before I started making my own skincare products, I was using Clean & Clear and Dove.  

How do you balance work and life?

It’s not always easy, but I make sure to set aside time to enjoy my family.  I especially don’t want to miss any time with my kids because they grow up fast. 

What’s your favorite way to decompress?

The best way for me to decompress is to get outdoors and walk around my neighborhood.  

How can our readers connect with you?

Readers can connect with me on Facebook, Instagram, Twitter, and Pinterest (@mysatrellbrand). They can also visit my website www.satrell.com and join the mailing list to receive 15% off their first purchase.