Selfmade Stories: Key Business Lessons Learned from Entrepreneurs


Welcome to Selfmade Stories, a content series brought to you by Office Depot & Brit + Co highlighting emerging entrepreneurs & business owners who have completed Selfmade – a highly-interactive virtual community & membership program for women, designed to enable each student to start or grow their own business.

Each week we will spotlight a Selfmade alum, to share their business and what unique lessons they've learned through their Selfmade journey. Bookmark this page & check in weekly for new lessons and if you're interested in applying for an upcoming course check out our Scholarship page for more information.


Lesson #79: How To Get More Media Placements

Getting journalists and influencers to notice your brand can be a valuable way to gain credibility and get the word out about your business. But how do you shine through a sea of Public Relations pitches? 

“I believe that the most important approach when it comes to PR is to own your experience and expertise,” says Elayna Fernandez, a single mom of four and founder of The Positive MOM.  

Elayna was selected by SUCCESS Magazine as one of the 125 Most Impactful Leaders. Her work has been featured on Forbes, CNN, WSJ, The Huffington Post, Good Morning America, and a slew of local news stations. She’s also a contributing writer to Entrepreneur Magazine. 

“Many of us have been conditioned to hide our skills and gifts, and have learned to feel shame around bragging. I always say, ‘it’s not bragging if it’s true.’ It’s important to shift this paradigm and give ourselves permission to be seen. I am grateful to have been featured in so many TV and radio shows, podcasts and publications, because visibility breeds credibility,” says Elayna. 


Lesson #78: How To Bring Sustainability Into Your Small Business

Bringing sustainability into your business is not only good for the planet, it can help save on business costs and make your brand more appealing to customers. 

“After selling and producing products for the past year, I have had the opportunity to learn more about how I can incorporate more sustainability into my future products, which includes my latest game Go Big or Go Broke, that uses zero plastics,” says Chrissy Fagerholt of EAP Toys & Games

Through Selfmade and Office Depot OfficeMax, Chrissy was able to connect with other emerging founders, hear from established entrepreneurs who have paved the way, and get personalized coaching sessions to help her grow her business. 


Lesson #77: Balancing Creative With Business

Entrepreneurship can be demanding, challenging, unpredictable, and deeply satisfying. The wins, big and small, help you rise above the challenges and there are so many perks to being your own boss. But sometimes you can find yourself stuck on a problem – with nowhere to turn.  

Lucia turned to Selfmade, receiving an Office Depot OfficeMax scholarship to the program, to help her connect with business mentors and other female founders. “Being the first one in my family to build a business of this magnitude, it's really comforting to have mentors, especially of color or who come from first-generation immigrant families,” says Lucia.

Lucia Diaz is a first-generation Colombian-American and the founder of LUCIA DIAZ, a Latina-owned business dedicated to empowering and honoring Latinas through illustration.


Lesson #76: How To Optimize Your Cash Flow As A Small Business Owner

Creativity drives our passion but optimizing cash flow is what makes a small business succeed. When Imani Schectman decided to leave her career in arts and education to become a full-time artist in New York City, she found it difficult to access startup resources and secure capital. “There was no centralized location, physically and virtually, where businesses could sell their products and services, access resources, and be a part of a supportive community,” she says. 

Imani decided to build one herself. After a successful pop-up event connecting BIPOC artists and entrepreneurs, she found that she was on to something and launched Open Market in 2020. Open Market is a socially responsible marketplace that supports BIPOC creative founders, “making it easy for customers to find brands that align with the initiatives they care about, like social justice, equity, sustainability, and renewable wages,” says Imani.

Imani received an Office Depot OfficeMax scholarship to Selfmade to help her expand her community and grow Open Market. “I think it’s great to have one-on-one time with the Selfmade coaches and ask targeted questions to someone who has business knowledge,” she says. “I appreciate the vulnerability and transparency within the Selfmade community.” 


Lesson #75: Setting Boundaries as a Small Business Owner

Inspired by her Indian childhood tradition of eating on naturally fallen palm leaves, Pallavi Pande launched Dtocs, a sustainable alternative to single-use tableware. “Dtocs was born out of my nostalgia and desire to share my heritage with my daughters, while also caring for the planet.”

Setting boundaries as a business owner is so important for your well-being, productivity, and overall success.

Every morning, Pallavi takes a walk with her husband in their Portland, Oregon neighborhood to reflect on the brand’s mission and goals for the business, exploring how to infuse Indian traditions into their product offerings and improve functionality without compromising on sustainability. Nature walks, massages, cooking, and Zumba help Pallavi disconnect from the hustle of being an entrepreneur and recharge.  

“As a business owner and a mompreneur, setting boundaries involves a unique blend of delegation and self-care. I wholeheartedly believe in the power of effective delegation, understanding that I can't do everything myself,” she says. 


Lesson #74: How To Successfully Pitch Your Business To New Partners + Investors

When Kara Kaufmann, an elementary school teacher and mom of four, wanted to find a way to make it in the music industry and build her YouTube channel, she looked to Selfmade.  

Kara got her start when her kids were searching for dinosaur songs but didn’t quite find what they were looking for. She pulled up to her piano and started her first couple of songs. “Each song is brimming with dinosaur facts and weaving in a storyline about childhood wonder, resilience, and growth. But the songs are also written with parents in mind.”

Kara received an Office Depot OfficeMax scholarship to Selfmade, where she entered the pitch competition. “The Office Depot scholarship is such an important program because finance is usually the biggest hurdle,” she says. 

What did she learn from pitching her music channel to potential investors? “Keep it clear and concise! Wishy-washy isn’t going to cut it,” she says. “I have someone’s attention for a quick second – and I need to grab it as soon as I can. And, I need to get right to the point with what makes me different, what makes me stand out. What am I doing that the world needs?”


Lesson #73: How To Create A Hype Machine & Get People Buzzing About Your Brand

“I’m a solopreneur with a limited budget, “says Allison Ullo of Leaves of Leisure Tea, a luxury herbal tea and botanicals brand focused on nostalgic memories like Road Trip and Picnic in the Park. Allison started mixing her own teas as a response to cutting back on caffeine from coffee. Soon enough friends were asking for her unique blends, which led her to launch her business.

When Allison was ready to take the next step in her business, she applied for an Office Depot OfficeMax scholarship to Selfmade. “When I got the Selfmade scholarship, it came at a time when I was financially strapped because I just spent all this money to launch the business,” she says. “It was such a relief to finally be among women who understood the struggles of being an entrepreneur. They’re the ones who like every single Instagram post. They’re the ones who I go to with questions about manufacturing or freelancers, and they always respond. I learned so much [in Selfmade]. The pitch competition was really interesting – I got a lot of value out of seeing what other people did.”


Lesson #72: Common Branding Mistakes Small Businesses Make

When Selfmade member Amber Bogen was pregnant with her daughter, she found the selection of books for Black children limiting. That set her on the path to write her first story, an affirmation poem that her daughter started to sing along with her. “She would light up when I would say the little poem to her. And it was just a cute little moment between us.”

When Amber decided to officially trademark her business, she decided to rebrand the name to Little Bogen Books. “As a new entrepreneur, I understand now that I really want to make sure that I create my own lane in terms of my branding. This was more of a passion project before, and when I began the process of trademarking my publishing house, I ran into an issue.” Still, she says, her customer base connected with her brand aesthetic and the emotion she was trying to convey in her branding. “I'm going to stay true to a lot of that but just with a different name.”

Amber recently received an Office Depot OfficeMax scholarship to Selfmade, where she earned the top prize in the pitch competition and was able to hone in on her branding and reach new customers. 


Lesson #71: How A Daily Mindfulness Practice Can Help Your Biz Grow

Constant juggling of creative tasks, business decisions, and operational responsibilities can lead to stress, burnout, and a hit to your productivity. That’s why a daily mindfulness practice for entrepreneurs can not only be good for your well-being, it can also impact your business growth.

“To recharge and relax, I find solace in simple activities like walking to my office. I also have a weekly meditation session via Zoom with a friend who recently adopted a baby. It helps me find balance and unwind,” says Maria Londono, founder of Disrupt3rs, a multilingual app that provides legal tech for the creator economy. “I also have a weekly ballroom salsa date with my husband, Francisco. These moments make a significant difference.”

“Receiving the Office Depot OfficeMax scholarship to Selfmade has been a game changer for my business,” says Maria, who is a lawyer by trade. “The most rewarding aspect of the program was feeling supported and connecting with like-minded women entrepreneurs. Having conversations with people who understand my struggles and joys as a builder makes a tremendous difference.”


Lesson #70: How To Know, Listen, and Reach More Customers

As a kid, Sopi Mitil had a dream of being a fashion designer. Sopi went on to college, then law school and built her own law firm before that childhood dream resurfaced in 2021. “Fashion has always been a passion of mine and one day after a challenging visit to a department store, I decided to pursue my passion,” she says. That challenging day she was trying to find an interview outfit that made her feel confident. “I'm 4' 11. I’ve got these short arms, these little legs. And so I was like, ‘Well, I'll just create something,’” she recalls. That’s when Sopi Mitil Co., an eco-friendly fashion brand for curvy petite women, was born.

But learning how to transition from a service-based business to a product-based business was no easy feat. Sopi decided to apply for an Office Depot OfficeMax scholarship to Selfmade. “The scholarship to Selfmade gave me a new sounding board of professionals to bounce ideas off of and expanded my community of like-minded business owners,” she says. “I was able to take advantage of the mentoring early on in the program and was provided with some tools and ideas to help build my business.”

“I learned that my customer wants to learn more about Sopi Mitil so they can embody the Sopi Mitil Woman,” says Sopi. “As a result, we have added Sopi’s Corner to the website and we are now distributing a newsletter to our email list so our customers will be able to learn more about me, entrepreneurship and how to embody being the Sopi Mitil Woman.”


Lesson #69: When to Outsource

Most new business owners struggle with letting go. You start out wearing all of the hats, and probably get pretty good at a lot of things. But as you grow, how do you know when it’s time to delegate, especially when resources are tight? 

“I had to learn to just let go of being in control and trusting my team to do what it was they were hired to do with the same level of accuracy, efficiency, and care that I’d do,” says Priscilla Fields, founder of Focus Virtual Business Solutions. “Once I released that, delegating was easy.” 

Once you decide what to delegate, you want to make sure you’re ready to hand off any task and communicate your needs clearly. This will help you avoid mistakes, wasted time, and higher costs. “When I started as an entrepreneur, I wish someone told me to build my business as if it’s not just me,” says Fields.


Lesson #68: How Tell a Brand Story

Building a brand story that resonates with your audience takes patience, creativity, and authenticity. For Tashelle Darby, founder of IrieVeda, creator of organic and allergen-free spice blends, her brand story was personal. “My journey began nine years ago on Thanksgiving when my son had an allergic reaction,” she recalls.

At the launch of IrieVeda last year, Darby applied for an Office Depot OfficeMax scholarship to Selfmade. “The Office Depot OfficeMax scholarship has allowed us to grow through finding an amazingly supportive community. The insight I have gained in this short time from pitch competitions and connecting with other entrepreneurs has been priceless.”

“What has worked for me is sharing content that is relevant to my core target audience and sharing behind the scenes content helps to show the love and care that goes into producing our blends from whole spices,” says Darby.


Lesson #67: How to Market Your Brand

Marketing can be intimidating for a lot of small business owners. The idea of selling through word of mouth would make life as an entrepreneur easier, but it doesn’t always work that way, especially if you want to grow your business. 

Teresa LeeAnn Baker, founder of Brown Boy Brown Girl, joined Selfmade by receiving an Office Depot OfficeMax scholarship just as her business was starting to grow. “I wanted to learn more about how I could dive deeper into the business,” she says. 

How do you find a voice that reflects your brand? During Selfmade, Baker was able to create a brand house that helped her create the messaging she needed for her business. “The brand house helped me put the pieces together. I was able to find our voice, our tone, our personality,” she says. “Building that brand house was something that will continue to be helpful as I move on into my entrepreneurial journey.” 


Lesson #66: How to Drive Sales Online

Do you invest in building an e-commerce website or do you sell directly from an online marketplace? How do you use data to drive sales? How do you convert more people in your checkout flow?

Mari Luangrath-Ullrick, founder of peckopecko, was inspired to launch an online business when she read her son’s college essay, which presented technological solutions to regular everyday problems. “He was thinking about AI-generated solutions for basic home repairs,” she says. Eager to build a business around something she felt passionate about, Luangrath-Ullrick decided to take an AI approach to solving the food waste problem in America. When she heard about the Selfmade pitch competition, Luangrath-Ullrick knew she needed to join the program.

“We survey a handful of customers who we find are more engaging and ask for their feedback on a regular basis,” says Luangrath-Ullrick. “I also follow the sprint method.” For peckopecko, that means building a new feature every five days and then launching it so people can share their experiences in an hour-long conversation. “It's more UI/UX stuff, but we've been making sure that what we're building is yielding the behavior that we want from the customer,” she says.


Lesson #65: How to Stay Productive

Staying on task can be challenging when you’re an entrepreneur. You’re wearing multiple hats and being pulled in all sorts of directions, being often the sole decision maker. “I'm a big list maker,” says Leeanna Gantt, founder of tooktake, a no-tech reminder to take daily meds and supplements.

Beyond community, the biggest takeaway from Selfmade was learning different organizational tips, says Leeanna. “I think I'm much more efficient when I focus on one thing at a time.” Dedicating a block of time to one task, whether it’s answering emails, creating marketing content, fulfilling shipment orders, will help you get those tasks done and done well without distractions. “I check my emails first thing, and then I will focus on shipping and ordering and then outreach,” adds Leeanna.

“The scholarship allowed me to join the Selfmade community, which was huge. I get so much advice from the webinars and when I have a really simple question, I have a community to throw it out to and get suggestions from them. It has been so helpful.”

Finding a business community of like-minded entrepreneurs can bring a wealth of information that can help you move along more smoothly on your journey. “Connecting with other product-based businesses through Selfmade is so helpful when I'm not sure if I'm going in the right direction,” says Leeanna. 


Lesson #64: How to Network

Networking as a solopreneur, especially an introverted one, can be a little scary and easy to put off. But there are simple ways you can connect with other entrepreneurs that can be helpful for your business growth and your spirit as you navigate the sometimes-lonely journey of entrepreneurship. 

Christine Tong, founder of Christine My Linh, applied for an Office Depot OfficeMax scholarship to Selfmade when she reached a point in her business where she felt stuck and needed to collaborate with others. 

“As a split introvert and extrovert personality, I find it difficult to stay consistent and energized with connecting with others. But as an entrepreneur, connection is important to the success of my business and in developing new products or ideas,” says Tong. 

“The scholarship opportunity, Selfmade’s mission, and my desire to grow, led me here, a step I didn’t know I needed to grow in confidence,” says Tong. 


Lesson #63: Nurturing Your Creativity

When you’re a creative entrepreneur, the business side of things can get in the way of more rewarding creative time. Paperwork, finances, distribution and marketing the product or service you are selling takes time and effort. But your creative passion is what made you follow your dream in the first place, so how do you ensure you nurture your creativity as a founder?

“I always thought that, as a pastry chef, I have to constantly be making new things,” says Jenifer Shwartz, Selfmade alum and founder of Freezcake, which sells fresh-baked cheesecake that’s freeze-dried and packaged to enjoy on the go. “But there's so much creativity in the decision making and different parts of running a business."

Break out of your business comfort zone and try something totally different. You’ll find that another creative outlet can inspire fresh thoughts about your business too. A mom of five, Jenifer says she thinks about creativity now at home with the kids. “We have lots of coloring, painting, clay. It’s a good way for me to get my creative juices out. I was an artist before I was a pastry chef. Now instead of clay, my medium is flour, sugar and butter!”


Lesson #62: Differentiating Yourself + Mindset

“When I joined Selfmade, Brit was talking about community and working together with other entrepreneurs,” says Selfmade alum Karly Hiser of Crann Organic, which sells 100% GOTS certified organic cotton play clothes for the 9.6 million American kids who suffer from eczema like Hiser’s son. “Being an entrepreneur can be a super lonely journey, and so having other people there, especially other people who can understand the highs and the lows is really helpful.”

Every entrepreneur feels a bit of doubt at some point on their journey, but letting it overcome you in a way that prevents you from moving forward will hinder your success. “It's very easy to let your feelings and negative emotions get in the way,” says Karly. “Starting off your day with a little bit of meditation, breathing, yoga, whatever it is, really helps to calm your nervous system so that you can approach your day with a really positive attitude.”


Lesson #61: How To Hone In On Your Big Idea

Domeanic Carter-Banks founded Masterpiece Kids Box, a curated quarterly subscription box for children with autism that encourages sensory and discovery play and helps to teach and encourage speech. 

Domeanic wrote her idea for a sensory toy company in her sketchbook but it wasn’t until months later that she learned about Selfmade. She applied for an Office Depot OfficeMax scholarship to the program to get feedback on whether she had a good idea and help get it off the ground. That’s when her idea started to turn into reality.

“The scholarship to Selfmade helped me to push myself and go deeper below the surface level of the idea,” says Domeanic. Through live workshops with business coaches, one-on-one mentoring and group chats with other entrepreneurs like her, Domeanic was able to hone in on her idea.

“My advice to busy moms with an idea is to do what you can in small leaps if you can’t make the big one just yet,” says Domeanic. “The Office Depot scholarship to Selfmade has truly helped me gain knowledge, exposed me to amazing business relationships, and has helped build my confidence that I am worthy to walk in rooms and sit at tables I never knew I could,” says Domeanic.


Lesson #60: Thinking Bigger

Daniela Cho is the founder of Bezalel and Co, a Latinx-owned small business that now sells handmade jewelry and household goods.

Daniela realized her jewelry-making could be something more than just a hobby and that’s when she learned about Selfmade. “I figured if I could get an Office Depot scholarship to Selfmade, I could get some mentorship, access to the courses, and launch this business,” she says. “I have entrepreneurial qualities, but I don't think I understood [before Selfmade] basic business things, like thinking about profit versus revenue,” she says. Through Selfmade, Daniela learned how to grow her business and charge what her time and product were really worth.

For Daniela, thinking bigger means uplifting women in marginalized communities. “I have this vision for Bezalel and Co. 2.0, where I take what I'm doing, which has been life changing for us, and empower other women from low-income BIPOC backgrounds with these same skills so that they can start their own creative businesses,” says Daniela. Her big idea? To build a creative apprenticeship/maker space. More women supporting women is also a sign of a brighter future.


Lesson #59: Knowing Your Worth

Therapist Angel Wilson, founder of SPARC Guidance, which promotes autism education and awareness, talks about maintaining a positive mindset and the most valuable lesson she learned from Selfmade. 

What is the most powerful thing you do in your day? When I first wake up, I take a moment to visualize how I want my day to go. Now, does it always happen that way? No, not always. But it sets me into a positive mindset where I’m looking forward to the day ahead. 

How has Selfmade helped you grow your business? I think the biggest lesson I learned was to not sell myself short financially. One Selfmade coach shared this sentence: “Whatever you currently think your services are worth…double it.” I was so scared to do this, but I did it and I truly think that one mental reset saved SPARC Guidance.


Lesson #58: Building Community

Hear from Selfmade alum Nicole Poppell, founder of Mural Mates, a mural and custom art installation studio, on balancing the creative and practical parts of her business, and how she keeps from feeling too solo as a solopreneur.

How do you balance the practical with the creative parts of your business? I actually enjoy both parts. Lists help me categorize and prioritize both areas. I will group my creative work together to help me focus. For my weaker areas, I find people to help. 😊

What’s one thing you wish you knew as an entrepreneur? It can feel lonely at times, both emotionally and physically. I have to make an effort to work outside of my studio and bring in collaborators so that I continue to grow as a person and designer.


Lesson #57: Staying Focused

Hear from Selfmade alum Desiree Calixte, founder of Easy Oat Burgers, a DIY veggie burger mix, about how she stays focused on priorities, and what Selfmade means to her.

What is the most powerful thing you do in your day? Focusing on what I can do and not what I can’t do. Focusing on what I have versus what I don’t have and not letting what I don’t have discourage me from doing anything at all.

What does the word “self-made” mean to you? Self-made, to me, means determination and it cancels out the word impossible. Being self-made is beautiful but it also represents not having anything handed to you and that you started from the ground up. It truly is a badge of honor as it is the definition of hard work, resilience, being a go-getter, and a visionary, and represents the power and will to figure it out in spite of circumstances.


Lesson #56: Avoiding Burnout

Selfmade alum Wendy Barbalinardo, founder of Acute Baby, products designed to tailor breastfeeding support for new moms, shares her thoughts on staying organized and celebrating the small wins.

How do you balance the practical with the creative parts of your business? As a creative myself, that part comes much easier than the practical. I try not to let myself get too wrapped up in creative perfection and remind myself to focus on the bigger picture. But as a creative, “perfectionist” is my middle name, so this is not an easy task. I am still learning the more practical parts of the business, so I have to make sure I am prioritizing that side of things as well. 

How do you celebrate the small wins? Since I am just starting out, my whole journey just feels like a series of small wins so far. I celebrate by recognizing how proud I am of myself, and then just keep going…maybe with a little dessert in between! I literally tear up and feel so much pride every time I hear how my products have improved someone’s breastfeeding experience. I try to soak in that feeling to remember how it felt so I can think back on it the next time things get hard.


Lesson #55: Believing in Yourself and Taking Risks

Selfmade alum and digital artist, Emily Finta, shares the risks she’s taken and her path toward believing in herself.

What does the word “self-made” mean to you? Self-made means to follow your dreams and build the life that you want even if others tell you to take a different path. I have constantly been told throughout my life that I couldn’t do my job because I am a quiet introvert. Being self-made is knowing exactly what you want your life to look like, working as hard as you can to get there, and pushing yourself to do the things that scare you.

What is the biggest risk you’ve taken so far? I was stuck at my first full-time graphic design job and wasn’t making enough to live on my own, so I decided to move from Michigan to Tennessee without a job or knowing anyone. I was stuck in my comfort zone, and I knew I needed to take a big risk to push myself.


Lesson #54: Productivity

Hear from Selfmade alum Shannon Huang, founder of The Soul Edit, about how by doing less she ultimately accomplishes more.

What is your go-to productivity hack? Making a list of tasks I can realistically complete or start during the day - it’s okay if it’s short and sometimes it’s better if it is. That way, I can prioritize the most important tasks and get something accomplished incrementally.

How do you balance the practical with the creative parts of your business? I identify the tasks or projects that will create the most growth for the business and identify my strengths to discern which practical and creative parts are best for me to work on and which ones I need support in. Once these are identified, I can find help for the areas I am not as strong in and create schedules and planning time for everything else.


Lesson #53: Staying Organized + Avoiding Burnout

Meet Selfmade alum Kinsey Egan-McGee, founder of Claim Your Roots, a virtual hair care platform for women with textured hair. Hear how she stays organized and avoids burnout.

What is the most powerful thing you do in your day? I try to mentally check in and be honest with myself about how I’m feeling. Whether it’s inside or outside of the business, I try to weigh the importance, immediacy, and level of detail something should be dealt with, so I don’t burn out.

What is your go-to productivity hack? I have pretty extensive to-do lists that I have broken down by months and weeks. I’ve loved crossing things off my agenda since elementary school, but I also realized as an adult that it’s great to have a list of completed items that you can reference. You just have to be honest with yourself, whether a task has actually been completed or not. I make sure to record meetings with our stylists so I can be present and not fixated on taking notes. I also always write down questions/talking points to prepare for a meeting with someone. This way I feel organized and that we have some action items to go over. Lastly, almost all of the tools that I use are digital and cloud-based so I can access them from all of my devices.


Lesson #49 Holding Yourself Accountable

Amy Li, an award-winning behavior and UX expert, talks about her inspiration to help people heal through dance, her own stage IV cancer recovery, and her journey as a social impact founder.

What was your a-ha moment when you decided to start Dance 4 Healing? It was not just an a-ha moment, it was a serendipitous moment. I was attending a Stanford Design conference by BJ Fogg, who is one of the top behavior design experts. I had barely finished my cancer treatment and was still very weak. My initial idea was related to music stress management using a nanobiosensor but in an unobtrusive way. At the Fogg conference, I learned that music calms you down, but dance adds physical benefits in addition to the neural benefit. Dancing reduces the risk of dementia by 76 percent. Fogg noted at the conference that dance is going to be the next big thing in healthcare. That night I get a text from a friend who sent me a Ted Talk entitled “Fighting Cancer with Dance.” And I was like, "Is this a calling or a coincidence?" My friend answered, "Of course, this is a calling."

How do you stay productive? One book I really appreciate is High Performance Habits by Brendon Burchard. I am adapting the same structure into my day-to-day planning, but I'm not necessarily very good at holding myself accountable every day. Thanks to my leadership training, we now have accountable buddies at Dance 4 Healing. Learning how to be present of your time and how to be accountable for yourself are super important.


Lesson #50: Start Small, Think Big

Get to know Selfmade alum Sara Olsher and her company Mighty and Bright, which designs tools to help kids cope with life’s challenges. Hear about her productivity tips, and how she celebrates the small wins.

What’s one thing you wish you knew as an entrepreneur? You don’t have to start big and flashy with lots of VC money to build a business that can support you. AND you shouldn’t think too small either! Figure out how to pay yourself what you’re worth.

How do you balance the practical with the creative parts of your business? I love coming up with ideas for new products, designing them, and seeing them turn into a real, tangible item. Balancing that with the boring stuff is hard. I try to outsource as much stuff I hate as possible (bookkeeping was the first!).


Lesson #51: Trusting yourself

Learn from Selfmade alum Hannah Fisher, founder of Balya, a plant-powered blends for stress, sleep, and wellness, about her brand, her productivity hacks, and the one thing she wishes she knew as an entrepreneur.

What was your aha moment before starting your business? I honestly just started to try to feel better as a busy working mom with way too much on her plate and felt really inspired to create a business that supports other women to feel their best as well. I genuinely believe that when we feel great, we can show up as the best version of ourselves and do amazing things.

What’s one thing you wish you knew as an entrepreneur? That it’s very hard to trust yourself when you are starting something new but it’s the only way forward.


Lesson #52: Maintaining Balance

Hear from Selfmade alum Kimberly Parris, founder of The Cuterie Box, which sells custom charcuterie boxes and boards, about how she balances the creative and practical parts of her business, and the one thing she wishes she knew as an entrepreneur.

How do you balance the practical with the creative parts of your business? I’m naturally a creator, right? And though I may be an organized creator, I still find myself drawn to the creative process. One of the things that I did as I grew was hire an assistant who had some of the opposite qualities of me. This helped keep me in balance. When we meet, she’s always helping me to circle back to the practical stuff, so as not to get too far ahead of myself.

What’s one thing you wish you knew as an entrepreneur? That if you don’t map it out right, you will be working ALL the time!


Lesson #45: Consistency/Not Giving Up

Hear from Selfmade alum and Midnight Painter Founder Yengiang Nguyen about her artistic process, balancing the business and creative sides of entrepreneurship, and finding the patience to never give up on her dream.

What was your aha moment before starting Midnight Painter? I went through a couple of accidents and wound up in jobs that didn’t serve me. I realized life is too short to not do the things that I love and to give myself the opportunity to see what I can accomplish.

What’s one thing you wish you knew as an entrepreneur? That everything takes time. I realized my efforts will show through compounded progress and I just need to be patient and not give up.


Lesson #46 Pivoting Is Not a Sign of Failure

Hear from Selfmade alum Caitlin Iseler, founder of Happyly, “your guide to daily micro-wins,” about her aha moment, her ways to unwind, and how to recognize when you’re on the right journey.

What was your aha moment before starting Happyly? Life isn’t meant to be lived on a screen! I craved more connection with those who mattered most in my world – in any given moment, that could include myself, my family, or my colleagues. As a working mom of a baby, I spent far too much time researching how to spend our limited time together and observed the need for reliable active lifestyle tools to catch up with other life-enabling technologies.

What’s one thing you wish you knew as an entrepreneur? Pivoting is not a sign of failure. Pivoting is recognizing the next right step on your journey. 


Lesson #47: Staying Focused & Letting Go Of Self Doubt

Doyle shares how Selfmade helped her focus her business, Ireland-based Millbee Studio, which sells reusable beeswax wraps as a more sustainable solution to plastic pollution, and how it helped her let go of self-doubt.

How has Selfmade helped you grow your business? I learned to focus and to not have self-doubt. My business was three years old and I was feeling overwhelmed before starting the course. I also needed direction, which my mentors helped with. My goal was to focus on the export market and we now have stockists in other European countries.

What’s one thing you wish you knew as an entrepreneur? You need to be creative, resilient, willing to learn new things every day and take risks! It can be extremely rewarding and emotionally draining. I've worked for other companies over the years and keep going back to being self-employed. This is my third business and I feel it's my natural calling to be an entrepreneur.


Lesson #48: Mistakes Are Part of Success

Angela Fraser shares how Selfmade gave her the guidance to start her pet treat business, the brainchild of her 11-year-old daughter, by helping her gather data, create a brand, and perfect the art of the elevator pitch.

What has receiving the Office Depot OfficeMax scholarship to Selfmade done to help you grow your business? The scholarship provided awareness within myself. We started by understanding Break the Good Girl Myth by Majo Molfino. It's written for women by understanding our areas of self-sabotage to overcome those obstacles so that we can succeed on our journey as an entrepreneur. We then created our vision board where we hope to be in the near future. This is on my wall.

I was able to collect user research on the problems associated with this type of product and how our brand would be the solution. I was able to take that data and create our brand voice. We covered design basics for websites and legal aspects that we need to consider based on our niche. We also created a cost analysis for our brand. I am working on the art of pitching to others for our business. I needed the support of this community that gave positive energy along the way to start and keep going no matter what. Great achievements will come, and we will learn along the way. We learn from our mistakes, and that is a key to success. Let go of perfection!


Lesson #41: Clocking Out/Work Life Balance

Selfmade alum and mom of two, Robin Oloyede, talks about her life as a founder of Colorfull Plates, a diverse line of dinnerware for kids and the most powerful thing she does in her day.

What mood do you want your brand to evoke?  I want Colorfull Plates to evoke the feelings of acceptance in diversity, positive nostalgia surrounding mealtimes, hope in dreaming and honestly, openness surrounding conversations that could easily be overlooked by caretakers simply because of fatigue. How many caretakers just want to get food on the table after a long day? A lot. Do they want to have the conversations about what astronauts eat or where do mermaids cook their food? Yes, and our brand helps make that a little easier.

What is the most powerful thing you do in your day? Lift up my kids by helping them remember their affirmations and also leaving a positive comment on another small business’s post. A rising tide lifts all boats.


Lesson #42: Dreaming Bigger

Selfmade alum, Johana Gutierrez-Griffiths, shares about her life as a founder of JJ Paperie, an online stationery and home goods shop and why every emerging founder should dream BIG from the start.

What’s one thing you wish you knew as an entrepreneur? When you’re beginning, it’s very hard to dream *BIG*, but I think getting into the right mindset and dreaming big from the beginning is incredibly helpful and empowering. You also need to remind yourself that your actions are what will bring those dreams into reality.

What is usually prioritized on your to-do list? I try to really focus on the items that will move my business forward. For example, one of my biggest goals is to have JJ Paperie & Co in more shops by the end of the year, so on Wednesdays I dedicate that to wholesale outreach, researching more stores, and follow-ups. 


Lesson #43: Finding Your Niche

Selfmade alum Tyshaia Earnest of La Roux Perfume, a clean fragrance brand, about her life as a founder and how she gets in the right headspace to start her day.

What was your aha moment before starting this business? It was a random shower thought that had been brewing for a few years. When I studied abroad in Italy, I interned at a perfumery. While there, I was drawn into the beauty of creating fragrances and when I got home I recognized the beauty behind the love for fragrances in my community. Afterward, I knew if I ever created a product-based business in beauty, I wanted it to be in the fragrance category. It wasn't until 2020, when I least expected it, that the dots connected and my vision to create a more purpose-driven fragrance brand started to develop.

How do you get in the right headspace to start your day? Fun fact: I have a list of links to my favorite commencement and award acceptance speeches that I listen to. I find so much strength, power, and vulnerability in the words of my favorite entrepreneurs and creators. Their wisdom (and the thought of me one day giving one of these speeches) energizes me at the top of my day.


Lesson #44: Normalizing Imperfection

Hear from Selfmade alum Emily Lauri, founder of the Modern Grief Collective, an early-stage virtual space for information and education about death and grief. Here, she shares her life as a founder, her productivity hacks, and how Selfmade helped her normalize imperfection.

What was your aha moment before starting Modern Grief Collective? My aha moment came on the heels of countless hours of deliberation about the quality of my work life and desire to have a greater impact. In this moment, my mind and body told me without question that it was time to take a BIG leap. Time to put an end to the unsustainable and unbalanced hustle in my life and to chase my entrepreneurial dreams.

What is a motto/quote you live by on this journey? Since starting my entrepreneurship journey, I’ve had the quote ‘show up at the page’ brush lettered on my desk – by Julia Cameron in The Artist’s Way. Originally written to encourage consistency with a morning journal practice, this has served as a broader reminder to me that being present rather than perfect is an essential part of the entrepreneurial process. Selfmade was incredibly helpful in normalizing imperfection and in my eyes, this quote is synonymous with giving myself permission to be a bit messy at times.


Lesson #37: Using Personal Pain Points as a Springboard to Help Others

Katie Nesdahl, founder of On My Way — a guided journal for women and femmes experiencing grief and trauma — chats with us about using (often painful) personal experiences as a means to help others.

What specific problems are you hoping On My Way will solve for your customers? 

Every woman, femme, and non-binary person has already survived their fair amount of grief or trauma, just by making it as far as they have in life. Knowing that I’ve shaped the material to do more asking and listening than telling or solving. I want people who use On My Way to walk away from it feeling like they know their own story better, and that they’re not alone in their story. I want to help them sit in the questions and find their own answers. The true problem On My Way will help to solve is the problem that millions of women are suffering in silence and feeling lost and unheard. I want to help them figure out their own best way to learn, own, and share their story, if and when they’re ready.


Lesson #38: Balancing Business and Parenthood

Isobel Benesch, founder of Atlas of Motherhood — an online destination for maternal care resources from around the world — chats with us about the ironies and challenges of juggling a small business about motherhood, all while being a mother of four herself.

It’s hard to avoid the “doing it all” narrative when it comes to entrepreneurs who are also mothers. As a mom of four kids who lives in between two countries, how do you balance being in mom mode vs. business owner mode?

I don’t know if there is ever a perfect balance as a mother when it comes to work/career, and I suppose that, as mothers, it is difficult to ever feel like there is a perfect balance. There will always be a little bit of guilt over where you are spending your time, whether it’s not enough with your children or not enough with your business. What I’ve found is to really dedicate time to each separately instead of trying to do both at the same time. When I’m working, I am able to focus solely on work. When I’m with my boys, I turn my phone off or don’t take my phone out with me so that I can be fully present with them.


Lesson #39: Maintaining Good Mental Health

Angelica Suarez is founder of MyRest, an early-stage app that assesses and aims to strengthen the mental and physical resiliency of employees. Here, we get into mental health awareness, both as a business concept and as a way to maintain self-care during stressful times.

Where did the idea come from?

I have experienced firsthand the effects of workaholism — I used to believe that my worth was based on my work performance. I was very sick and I almost passed away, actually. After many visits to the hospital, a diagnosis of chronic disease, and an organ removed, I can tell you that I was wrong. The doctors thought I had thyroid cancer so they removed it and it ended up that I didn't have cancer — I had a severe inflammation and, apparently, the cells looked just like inflamed cancerous cells. I was crying and praying, thinking, “Why do I have to be so sick?” And the answer was simple. You have to rest. And while I was sick, I started drawing this prototype of what MyRest will look like, especially for people like me who are Type As. Work is not everything — you can have the most amazing job, the most amazing salary. But if you are not healthy, it’s not going to work out. I am committed to sharing my experience to help others reclaim their mental and physical well-being.


Lesson #40: Finding Support From Your Community

Selfmade alum and DJ pro, Sed Joseph, talks about her aha moment, her new app StageWing, and the secret ingredient to starting her day with *clear* intentions.

What was your aha moment for StageWing? In 2017, I was booked to DJ a wedding in Chicago, IL. When I arrived at my hotel, I noticed my luggage had a note on it stating that it had been opened and inspected by the TSA, resulting in a damaged power cord. Immediately, panic began to set in – I only had a few hours until rehearsal. Normally, if I was in Atlanta, I would have called my network of local DJs to bail me out, but I knew no one in the Chicago area. Going through this stressful moment gave me the “aha” for StageWing to create a community of verified professional DJs and A/V companies who support each other with recommendations, industry strategies, and of course rental gear.

What is the most powerful thing you do in your day? I wake up grateful to have the privilege and opportunity to do what I do. When I wake up with gratitude it reflects in my professional relationships and partnerships I create.


Lesson #33: Prioritizing Time for Your Creative Passions

Sometimes you need to listen to your creative brain — even if it means devoting time outside of another job to fulfill your dreams. That’s exactly what Kinyel Friday, author and founder at KinYori Books LLC, has done. We chat with Kinyel, who founded a Black-owned self-publishing company where she writes and releases children’s books made to empower Black families.

What kind of legacy do you hope to leave with KinYori Books?

I plan to positively impact children with quality and positive stories. I want children to read my books and feel good about themselves. I want adults to be entertained by my fiction and become a favorite author. I want folks to see my passion.


Lesson #34: Getting to Know Your Audience

This week, we chat with Cari Abaunza, the force behind Well-Made Heart — a creative wellness business specializing in helping women in creative fields avoid burnout — on the importance of thoroughly researching your target audience (however niche it may be) and how listening is the key to truly understanding their needs.

What are some of the breakthroughs or successes you've experienced that's propelled you forward?

Gaining clarity in the steps to my final goal. I didn't set out to first be a creative coach, however, the more I worked into how I wanted to understand my audience the more I realized that I wanted to have one-on-ones before creating material to help them. So this has helped solidify my business plan.


Lesson #35: Community-Building as a Way to Organically Grow Your Biz

Isis Asare, founder of Sistah Scifi, is the first U.S. Black-owned bookstore focused on science fiction and fantasy written for and by Black women. We find why launching Sistah Scifi wasn’t about “following or chasing a market trend” but rather how it grew organically based on the needs of her community.

What are some of your major wins or successes that have propelled you forward?

My favorite Octavia E Butler quote states, “First forget inspiration. Habit is more dependable. Habit will sustain you whether you're inspired or not. Habit will help you finish and polish your stories. Inspiration won't. Habit is persistence in practice.” As an entrepreneur, I feel the same way about being sustained by output-driven wins and losses. I focus on habits that build community, communicate my brand authentically, optimize the customer experience, and finally infuse all my actions with love. The last tenet is inspired by bell hooks' All About Love. I know if I — supported by my team — focus on these habits, the universe will take care of the outputs.


Lesson #36: Finding The Right Business Partner

Shannon Huang and Jasmin Suayan are founders of KinStora (currently a working business name), a web platform and app that helps Asian-Americans preserve their family’s stories and traditions. It takes a certain relationship dynamic to make a joint venture work and we get the scoop on how Shannon and Jasmin found trust in each other.

How did you two meet and what led you to become business partners?

We met in 7th grade at a small school in Cerritos, CA, and realized we had a shared affinity for food, fun, adventures, daydreaming, and making a difference in the world. We both are dedicated and loyal to our friends, family, and each other! We had decided long ago that we would create a business together that would combine our passions.

After joining Selfmade, we were able to hone in on an idea that we both love! We not only trust each other, but we share a vision for why it is so important to stay connected to our family and culture and want to help our community do this, too. We have known each other for over 20 years, have gone through much of life together, and already know how to work well with each other. We are both open with our communication and can feed off each other's ideas and energies, so our brainstorm sessions are a breeze and a lot of fun.


Lesson #29: Listening to Customers 

Lily Rostami, Founder of Dr.Lily Ros Organics

Wanting a cleaner beauty routine after giving birth to her child, pharmacist Lily Rostami set out to make her own and share with friends. What served as a personal need turned out to help others too. The Selfmade alum shares how she turned homemade beauty formulas into a thriving business by listening to customer feedback and marketing her brand.

 

How has the company evolved since your initial "aha" moment?

 

 At the beginning I sent my products to my friends who were super aware of their health or were pregnant. They saw huge improvements in their skin conditions and encouraged me to think about it as a business. So, I started to build a website with no experience, ordering packaging and supplies with low minimum quantity, and marketing for my brand without a clue!

As the time went by, I've learned a lot about branding and marketing. I have changed some of my formulas based on my customers’ feedback for different times to reach the formulations that meet my customers’ expectations. And I think paying attention to the customers’ feedback helped me hugely to have the products that my customers rave about. When I compare the website and the copywriting that I had at the beginning, I get embarrassed. My website still needs improvement and I'm working on it. You will see a transformation in our website in a few months.


Lesson #30: Honing In On Your Mission

Robin Doyle, founder of Beautyologie — a shopping site for fair trade and ethically sourced beauty products from around the world — tells about the joys and challenges of launching a purpose-driven company.

 

What's the best professional advice you've ever received that you would pass along to fellow entrepreneurs?

 

Keep reminding yourself why you started your idea, especially on a bad day when you feel like something's not going right or you get frustrated or you feel like things are going slower than you want. For me, it's always about going back to the initial reason as to why I decided to take this journey in the first place, what was it that really inspired me and staying focused on that. Be nice to yourself and realize that things take time and nothing happens overnight. As long as you feel that you're doing the best you can and you're working toward your goal every day, then that is something to really, truly celebrate and be proud of.


Lesson #31: The Pros & Cons of Having Full Creative Control 

Do you dream of being your own boss one day? It’s a rewarding experience but as we learn, the title requires a ton of grit and patience. This week in Selfmade Stories, we chat with emerging entrepreneur Rachel Lerro, founder of Most Hungry — a cooking and recipe site that “aims to un-basic your food routine” — on career pivots, learning to embrace social media, and how to love taking total control.

 

Who or what keeps you inspired?

 

I get a lot of joy and energy from being creative. I love to experiment with design, styling, flavors, cooking techniques, cuisines, you name it. Once I make something I like, I get amped and just want to keep making more. But on the flip side, when I put too much pressure on myself, or set unrealistic expectations, all that joy is completely crushed. I continually need to remind myself to always enjoy the process.


Lesson #32: How to Create (& Take Up) Your Own Space

Naomi Castillo, founder of Oeste — a design studio and home goods line celebrating her Latinx roots — gives us the low-down on how to thoughtfully launch a business in a space where your culture is underrepresented.

How has founding a business grounded in your Latinx identity either helped or presented challenges when bringing your goods to market

One of the reasons I wanted to start Oeste is because I felt there wasn't a shop or brand that was really speaking to me as a Latina design enthusiast. Why isn't there a space for elevated design goods from the Latin American diaspora? Why is "handmade" synonymous with exclusivity and luxury if it comes from Europe, but often relegated to "peasant art" if it is from Guatemala? Representation is so important. As a proud Latina who is also passionate about design, I was looking for the type of products Oeste now makes and sells and when I couldn't find them I made it my mission to be the place that offers them. In that way, my Latinx identity was my north star in giving me clarity toward my business and mission.


Lesson #25: Building Community 

Sari and Lauren Feingold, Founders of the Creative Cravings podcast

Twin sisters Sari and Lauren Feingold launched their podcast, Creative Cravings, with one goal in mind: to nourish our creativity. Beyond food, there's also a whole lot of inspiration and conversations about tapping into your creative power. We are sharing their founder story and how they built a thriving community by bringing creativity and kindness to the table.

 

What has receiving the Office Depot OfficeMax scholarship to Selfmade done to help you grow your business?

 

This opportunity to connect with other female entrepreneurs and coaches was invaluable because it brought us new podcast listeners and ideal clients. We really appreciate the opportunity to ask and receive answers to about a million questions that were holding us back! This scholarship gave us access to a lifelong community of amazing people to support and supporters for all things Creative Cravings, now and in the future.


Lesson #26: Learning from Failures 

Shehla Rooney, Founder of GoKnee

Selfmade alum and physical therapist Shehla Rooney saw a way to help ease the journey for patients going through knee replacement surgery and recovery. And then COVID-19 hit. We are sharing her story of resilience, overcoming crazy challenges to reach her dream, and never giving up.

 

What motivated you to start GoKnee? What problem are you trying to solve for your customers?

 

I started GoKnee after trying to help a patient recover after knee replacement surgery. He was in great health before the surgery and had these great expectations for what life would be like after the surgery and with everything considered, he should have recovered well, but he didn't. The only solution that was presented to him was to have another surgery, which he obviously did not want. He was very frustrated and feeling hopeless and was asking why there was not a solution to this problem. As physical therapists who treat knee patients every day, we realized there really wasn't a good solution for this patient who was motivated and compliant, so we created one! Necessity is the mother of invention.


Lesson #27: Embracing Imperfection 

Sohad Saleh, Founder of UnWind UrMind

Selfmade alum Sohad Saleh wants to help young professionals break free from burnout through creativity and community. We are sharing her founder story and how Brit + Co’s 10-week virtual business course helped her narrow her focus and not wait for perfection. Her motto? Progress over perfection! Here's how she's honing in on her big ideas one day at a time.

 

What strategies helped you overcome startup challenges?

 

Honestly, I just had to get my mind off the hamster wheel and tell myself to just post and embrace what may come of it. One of the best feelings ever to overcome is peace with not being perfect or ready. We polish and become more ready by taking action.

Social media and tech slowly came together for me when I started to challenge myself to make reels and edit them. It literally took me 5 hours to edit my first reel. It was painful. While I still have not mastered the art of editing, I'm proud to say I have not spent that long editing a reel since!


Lesson #28: Finding your Niche 

Jayne Alfieri, Founder of Tiny Type Studios

Following the adoption of her daughter, entrepreneur and Selfmade alum Jayne Alfieri realized that few people in her community knew how best to support her. To help them find the right words, she put her creative skills to work and designed a greeting card line, now called Tiny Type Studios, for adoptive communities.

 

How has the company evolved since your initial "aha" moment?

 

My first "aha" moment was that nobody had done this before, and it needed to be done. Once we launched the card line and started talking to more people traveling different roads along the adoption journey, I realized many more people needed to be supported in many more ways. I saw how much understanding and expression was needed between birth parents and adoptive families, among adoptees, and in the national awareness. And I wanted each one to be seen, heard, loved. What I initially thought was going to be a beautiful greeting card line, became a conversation drawing out the beauty that is adoption in real and meaningful ways. Ways that could shift the adoption narrative from animosity to harmony, from solitude to connection.


Lesson #21: Staying Motivated 

Rena Banka, founder of Carocycle Toys

It's estimated that 80 percent of plastic toys end up in a landfill. Rena Banka, founder of Carocycle Toys, is aiming to change that with a subscription box that lets parents rent sustainable toys. Learn how Rena stayed motivated despite challenges and moved the needle to get her brand to the next level.

 

What strategies helped you overcome startup challenges?

 

Before Selfmade, I did not have a community I could lean on during these moments of self-doubt or demotivation. Selfmade really helped me stay motivated each week and commit to goals I had established for my business. I was also inspired daily by the hundreds of other entrepreneurs who were on the same journey as me. Additionally, having a coach was one of the best things I discovered during Selfmade. I would definitely recommend all entrepreneurs look into investing in a business or mindset coach.


Lesson #22: Networking 

Diane Le, founder of MiniAlps

Mom entrepreneur Diane Le designed a blanket/backpack combo with her family hikes and picnics in mind, but after testing the concept, she found it had broader appeal. Not sure where to start the manufacturing process, she asked for help and learned through Selfmade that networking gets you everywhere.

 

What strategies helped you overcome startup challenges?

 

Networking and asking for help has been the best strategy for us. Whenever we run into a challenge, we've reached out to our networks to just ask "Does anyone know someone who knows XYZ?" and we've met many amazing people that way. I think there was a session in Selfmade that talked about that exactly - that being able to network effectively was one of the best ways to grow a business. I'm a big proponent in paying it forward as well. If there's some help someone is looking for, I'm happy to share any information or potential leads with them.


Lesson #23: Thinking Big 

Peri R. Finkelstein, Founder of Access Shopper

At just 21 years old, Peri R. Finkelstein is determined to change the online shopping world to be more inclusive and cater to the needs of all people. Learn how Selfmade helped her gain the confidence to be an entrepreneur and ask for help when and where she needs it.

 

What motivated you to start Access Shopper? What problem are you trying to solve for your customers?

 

My life goal has always been to become as independent as possible. Born with a rare form of Muscular Dystrophy, my physical limitations inherently cap the achievable independence level to the minimum. Having said that, I still strive to change the available accessibility options when I find that they are not inclusive and do not truly meet my needs, and the needs of others like myself.

While I cannot speak for other people with disabilities, I firmly believe that the world in relation to accessibility being the norm needs to up its game. The idea for Access Shopper came to me during the pandemic, where I was literally shopping exclusively online. I became aware of a gap in the market for digital accessibility and I knew that I could be the one to fix that issue. While I cannot give too much away, I can tell you that this idea will solve the issue. I am still looking for investors for this project.


Lesson #24: Setting Micro-Goals 

Jill Apgar, Founder of Coco Beans

Every mama knows that sleep is key to a happy kid. But for Jill Apgar, founder of Coco Beans, it also means embracing her child's natural beauty. Jill has designed an adorable set of silk crib sheets with her daughter's hair and skin in mind. But that's just the beginning. Learn how she's growing her brand with a set of micro-goals and big-picture thinking.

 

What strategies helped you overcome startup challenges?

 

I now accept that I am only one person and try to focus my time on projects to maximize impact. It's easy to become overwhelmed by the never ending lists of to-dos so I try to break them down into micro-goals and ensure that my days are set up to work toward achieving them.

 


Lesson #17: Shifting Mindset

Alina Bachmann, Founder of Brain Gardening
Alum Alina Bachmann, founder of Brain Gardening, an online store and mindset-coaching service, talks about shifting your mindset in business to reach success.

 

What challenges have you faced so far as a business owner?

 

Mindset! It has tested me to my core. Walking into uncertainty is uncomfortable — the brain naturally wants to keep you safe through what is more familiar. When you start anything new, it can take time and mistakes before you establish your "flow" and get more comfortable. When you're a business owner, there are so many things to think about and consider. It can definitely be overwhelming! If you're mentally not in a place to take on those challenges, it can be easy to want to give up.

According to the U.S. Bureau of Labor Statistics, about 20 percent of small businesses fail within the first year in the U.S. I knew I didn't want to be another statistic so I knew I had to support myself through that discomfort.


Lesson #18: Embracing Failure

Rekemo Fungawing, Founder of Cartet
Selfmade alum Rekemo Fungawing, founder of Cartet, a platform where you can combine all of your carts into one checkout, chats with us about overcoming failure and learning from your mistakes. It's every entrepreneur's challenge! She embraces it with grace and a lot of resilience.

 

How do you stay motivated? Who inspires you?

 

I look at a lot of my ideas as being "inspired." I usually get a vision and crank out my products in a day. I see this as a gift and a calling to see it through to fruition. That keeps me motivated, because I would not have gotten the vision if I wasn't supposed to execute.

Two patents and businesses I now realize that the real value is in the execution and I don't get too hung up on the failures. Sounds cliché, but it's true.


Lesson #19: Creating A Purpose-Driven Brand 

Jesca Pilar, Founder of SAFE+Happy Trail
Selfmade alum Jesca Pilar and founder of the nonprofit SAFE+Happy Trails' mission is to help empower women to run/walk/hike/bike for fun and not in fear on our public trails. The artist turned activist, who was attacked near her home while hiking, shares how she was inspired to shift her direction and follow her purpose in the middle of her Selfmade experience.

 

How do you stay motivated to keep going?

 

I'm taking all these steps. Baby steps. One day at a time. I am a survivor, who wants so much to protect and empower other women and vulnerable individuals and even though I'm a behind-the-scenes kind of girl, I am finally brave enough to stand up front and tell my story even though it is so very hard to do. Because SAFE+Happy Trails will help prevent others from facing what I faced and will empower them to walk and run and hike for FUN and NOT in fear, I can be ok with what happened to me because it has led me to a purpose greater than everything I lost that day.


Lesson #20: Do Your Research 

Vanessa Perry, Founder of Autumn Body

Vanessa Perry, founder of Autumn Body, talks about her extreme weight loss and how she turned a personal trial into a living, breathing brand, taking small steps along the way and listening to market research to evolve her brand.

 

What would you say are your top successes so far?

 

Seeing my bra and underwear ideas made into flat sketches was surreal because I could finally show people the idea I've had in my head for a long time. I'm in the middle of my first round of fabric sourcing, and I'm eager to see and feel what comes back. Finally, we are just wrapping up our first round of market research, and I learned so much about who my target audience is and what they are looking for.


Lesson #13: Testing and Learning

A.V. Perkins, Founder of University of Dope
A.V. Perkins, founder of University of Dope, the first party card game dedicated to hip hop culture (love!), shares how she evolved her brand over time by testing and learning, how she outsmarted a "copycat," and how she got Method Man and Wu-Tang to test out her product. For real.

 

How have you tested and learned since the launch of your game?

 

We're coming out with a new R&B deck, but we always take surveys and every time we do a new shipment, we look at which ones are performing. There's a lot of things that we learned along the way. For instance, when we first created it, there were some artists that we put in there that, for lack of better words, were one-hit wonders. So no one knew who they were. We didn't want to keep running into that issue with the deck, so we made a hard line on who could be in the game, especially since the game is designed for older millennials. So we can't put too many of the TikTok people in there, because we don't know their fate.


Lesson #14: Adapting to Change

Maisa Mumtaz-Cassidy, Founder of Wear Consciously
Sometimes you need to pivot from your original direction and use your creative energy to stay the course or find another path. Maisa Mumtaz-Cassidy, founder of sustainable fashion marketplace Wear Consciously, shares how she learned to adapt to change while staying true to her mission.

 

What strategies helped you overcome recent challenges?

 

Being resilient and adaptable has definitely helped push me through situations that once felt impossible to overcome. I think those are qualities every entrepreneur needs to adopt because running a business can take you on a hell of a psychological rollercoaster ride. When our vendors' supply chains were being impacted, I let them know we were committed to their success and would be there for them when they were ready. Empathy and clear communication played a significant role in ensuring that we launched in a way that best supported our brand partners, and even today I work closely with them on matters of all sorts.


Lesson #15: Marketing Your Brand

Sigal Cohen, Founder of Shop SIGAL
We’re chatting with the creative force behind Shop Sigal, an ethically crafted resort wear line. Miami-based designer and founder Sigal Cohen shares her tricks for marketing her brand online and off.

 

How have you marketed your brand and raised awareness?

 

It started with word of mouth. I not only focused on making a high-quality product but also made it a great experience for the consumer with branding and packaging. This kept women coming back and making more purchases as well as spreading the word. My customers are my best ambassadors. . Being consistent with social media posting and constantly creating fresh content, putting my fear of it not necessarily being "perfect", a lot of times doing it with a smartphone, telling the story of the brand over and over again. Being consistent with my newsletter, sending one at least every week.


Lesson #16: Finding Balance

Lauren Busby, Founder of Lift Period
Selfmade alum Lauren Busby is on her way to creating Lift Period, a company that sends a box full of period care options (tampons, pads, etc.), education, and empowerment for young women. She chats with us about balancing family life and work life and her great idea of Dadurdays.

 

What's your best organization tip to help you find balance?

 

Honestly, my best tip is to make your bed every morning. It seems like such a small thing but treating yourself to a delightful bed at the end of the day is something I look forward to all day. I know it may not sound like an organizational tip but I assure you it is. Making my bed is a goal I can check off my list every morning. It gets me in a mindset of "what's next?" which leads to the next little win and then the next. I honestly attribute most of my success to making my bed every morning.


Lesson #9: Shift Mindset

Jackie Granchamps, Founder of Cecile's Bath and Body

Are you stuck in a "stay small" mindset? What if you took your business to the next level? We're sharing the Selfmade story of Cecile's Bath and Body founder Jackie Granchamps, who learned that a small shift in mindset could set her on a bigger path.

 

What's one piece of advice you would give to female entrepreneurs on the brink of starting?

 

The community of women that I surround myself with really keeps me motivated. That was another benefit of Selfmade. I tend to be an insular person. I've never had a business community. Being by myself was natural, but going through Selfmade I realized that having all these people to bounce ideas off of and work together with in groups was so helpful. I'm part of the alumni network and have kept up with so many of the other women. We are all still in contact constantly, and we're going to be doing collabs together. I feel so lucky that I fell into a group of really supportive people.


Lesson #10: Reaching Your Customer Through Story

Wesley Brinkhurst, CP Head of Marketing at Office Depot

Running the day to day of a business can be all-consuming but taking the time to step back and think about your marketing strategy can save you time and money down the road (while attracting more customers to your brand!). Wesley Brinkhurst, VP Head of Marketing at Office Depot joined the  spring session to share some insights on how to hone in on your target audience (or audiences) and create a story tailored to them.

 

Creating a story for the profile of your target customer:

 

Once you have this profile of your target customer, you'll start to think about how to leverage it, making sure that this persona is at the heart of how you develop messaging and engagement strategies. "In my case, we like to tap into the outcomes that we're going to provide for our target audiences. Everyone has outcomes that they want to accomplish."

For more on creating a customer profile and marketing to them.


Lesson #11: Know Your Why

Dingding Hu, Founder of Hu Is Hungry

Ready for some inspiration? First up, Dingding Hu, founder of Hu is Hungry, a commercial art brand (she also sells colorful food-inspired merch!), who has some great advice for getting a creative brand off the ground, including first knowing your WHY.

 

How do you stay motivated?

 

I get to do what I'm truly passionate about, and I think that is the best motivation. It is really important to know the WHY behind what you do, hence it is worth it to spend time digging deep on this topic! I also love affirmations, and I have an app that will pop out encouraging words on my phone every other hour to keep me in the good flow. Working out is also really helpful when you feel truly stuck, you gotta shake it off!


Lesson # 12: Having a Plan & a Partner

Kelly Williamson, co-Founder of True Scoops
Kelly Williamson, co-Founder of True Scoops shares her story of how she and her business partner Shelly are disrupting the ice cream business with make-at-home kits, no ice cream maker required! Instead, you can whip up True Scoops with ice cube trays and a blender. Here, Kelly talks with us about having a strong business plan, finding the right business partner and more.

 

What would you say is one of your top 3 successes so far?

 

Having the right business partner. Shelly and I are total opposites, but it works in our favor. She's all business and number crunching while I'm about the creative details and R&D. Our strengths and weaknesses create a harmonious balance, so we aren't stepping on each other's toes. She lives in New York and I live in Massachusetts, so we rely on clear, honest, constant communication to get through all projects.


Lesson #5: The First Yes

Lisa Wojcik-Kiser, Founder of UpBring

When you're an entrepreneur you're faced with a lot of "no's" but that first "yes" can be the big sigh of relief and jumpstart you need. Selfmade alum Lisa Wojcik-Kiser, founder of UpBring, a baby goods subscription service, shares her experience about her first yes. 

 

What's one piece of advice you would give to female entrepreneurs on the brink of starting?

 

Think global not local. I hear a lot of people say things like "Oh no, this brand already does what I want to do, or there is competition in this area, or my LLC name was taken." I always come back to this: Casper reinvented mattresses. If Casper made mattresses cool — a very saturated space — you can still give your idea a shot. So don't be intimidated if there are people in the same space and you think there is no opportunity. Look at what is out there and know that as long as you're better or different you can be successful.


Lesson #6: Staying Organized

Koyun Fan, Co-founder of Sticky Rice Sisters

You can wear many hats when running a business and sometimes some look better than others. Koyun Fan, co-founder of Sticky Rice Sisters, talks about finding inspiration along the way and staying organized on the road to success.

 

What's one piece of advice you would give to female entrepreneurs on the brink of starting?

 

You will never be 100 percent ready so just start now and learn and improve as you go. You will make mistakes, things won't go as planned, you might not have customers to start, but you will learn. If you keep waiting for the "right moment," or wait until "you're ready," you have already lost time that you could've used to learn on the job or make mistakes. In the beginning, not a lot of people will know you, so it doesn't matter what you do--you can try anything you want and figure out what works and doesn't. As you start to have more customers and followers, you will start to get better and they will help you, encourage you, and support you. 


Lesson #7: Find Motivation + Confidence

Colette Lawrence, Founder of M.E.E. Movement

It can be intimidating to step out on your own and build a business from the ground up. As part of our collaboration, Selfmade alum and solopreneur Colette Lawrence, the faith-based motivator and relationship builder behind The M.E.E. Movement, shares and discusses ways in which women in business can find success.

 

What's one piece of advice you would give to female entrepreneurs on the brink of starting?



Keep a 
diary and journal. It's the best way for me to keep organized and it also provides a source motivation as I record not only my "losses" but my wins as well.


Lesson #8: Get the Word Out

Taylor Morgan McPherson, Founder of Sustainable Sparkle Bar

Getting the word out about your brand takes time, drive, and ingenuity. And it doesn't come easy for many entrepreneurs. Selfmade alum Taylor Morgan McPherson, founder of Sustainable Sparkle Bar, talks about ways in which she scored press as a solo startup brand and what she learned from Selfmade to take her brand marketing up a notch.

 

B + C: What's your best organizational tip? Do you use any apps that help you manage your business?
I keep multiple to-do lists, hand-written and digital. I also tell clients and partners that I will have something to them by a certain time or day so I have to stick to it.

 

What's one piece of advice you would give to female entrepreneurs on the brink of starting?
Just do it, take the leap. And don't worry about what anyone else says to thinks.


Lesson #1: Define Your Own Success

Justine Pon, Founder of The Ponnery

Selfmade alum Justine Pon shares how she took her passion for craft to build The Ponnery, pom pom goods celebrating Asian food and culture, and how she learned to value her company's worth thanks to her Selfmade coaches.

 

What's one piece of advice you would give to female entrepreneurs on the brink of starting?

 

Everyone has their own definition of success — maybe your goal is to sell your product in a mass retailer or you just want to make enough to cover a short vacation. It's just important that you stay true to why you are starting your business and what you want to do with it. It also really helps to build friendships with other small business owners because community is so important. I've learned so much from people who I met in Selfmade who have been in business longer than I have and it's really awesome to support and learn from each other.


Lesson #2: Don't Wait

Camille Newman, Founder of Pop Up Plus

Running a business can mean you have to think outside the box to realize what differentiates you from your competitors. Selfmade alum Camille Newman shares her story of reimagining the plus-size market by connecting fashion, community and wellness with Pop Up Plus.

 

What's one piece of advice you would give to female entrepreneurs on the brink of starting?

 

I started my business while still in the industry but I kept thinking I needed MORE experience and MORE this, that — it was an excuse to procrastinate out of fear. Start small. If you want to bake and package cookies, look into your packaging for a month, what will that look like? I think the myth of entrepreneurship surrounding these tech founders launching million dollar brands can be damaging. That's not the norm. It's really the exception. So just get started as soon as you can to test the product and to begin to learn because you really only learn through experience.


Lesson #3: Test & Learn

Sruti Bharat, FutureMap

Waiting for perfection to get started? Selfmade alum Sruti Bharat says “don’t be paralyzed by some perfect vision.” Instead, start small so you can test and learn. Sruti shares her Selfmade story behind FutureMap, a nonprofit that has helped first-gen students make the transition from college to career.

 

What's one piece of advice you would give to female entrepreneurs on the brink of starting?

 

Don't be paralyzed by some perfect vision. I know I have this vision of what I want my company to be but when I focus on what I can do right now, this week, I can probably do something. That helped me unlock a lot of insecurity. I thought of entrepreneurs as people who dropped out of school to work on their ventures full time, but I have financial needs and responsibilities and that isn't realistic for me. But if you legitimately prioritize your business as a side hustle, it can be the source of so much creativity and future opportunity.


Lesson #4: Find Your Niche

Tracey-Renee Hubbard, Founder of Scotchbonnet!

After testing and learning, Selfmade alum Tracey-Renee Hubbard, shares how to use feedback to find your niche. Get ready to meet the inspiring and multi-talented founder of Scotchbonnet!, a brand built on accessories that serve double-duty as cheerful conversation starters.

 

What's one piece of advice you would give to female entrepreneurs on the brink of starting?

 

One of the things that surprises people the most about my earrings is how lightweight and easy to wear they are and figuring out how to communicate that and connect to people online is challenging. I stopped looking at what is trending and sticking to what gets traction with my brand. I have focused on styling and really defining my brand. I put a lot of thought into curating an aesthetic so people recognize my brand. I also use hand-drawn illustrations and have worked them into my website in a way that is fun and on brand.


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