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SANDY ABRAMS - Founder, Moisture Jamzz, Inc.
Tired of feeling embarrassed of my dry, cracked hands while only in my 20s, I learned from my grandmother to use the age-old beauty secret of wearing gloves over moisturizer overnight. She gave me a pair of gloves that were cheap and flimsy, but I liked the concept. I couldn't find a better glove, so I thought, I can't be the only one with this problem. If I make better gloves, I bet other women will want them too! It turned out that many others did need it, and that very simple idea turned into a very real business that I am still running 15 years later!
My top 5 tips are:
1. Equip yourself with the right tools. I don’t have a business background, so I felt very overwhelmed by most business books when I started out. The extra information they give – which isn’t necessary when you’re just starting out -- set me back and made me feel unqualified to be an entrepreneur. My advice is to find a book you can relate to, that speaks your language and encourages you on your path. I actually published my own book Your Idea, Inc., which doesn’t assume any business background on the part of the reader, but which encourages and supports you on your path.
2. Start with a positive mindset. If you truly believe in what you are doing and believe that there is a market for your product, don’t give up. Find your own way to deal with the inevitable obstacles, setbacks, negative comments and frustration. I suggest both mental exercises -- like "mantras," words or phrases that you repeat to yourself several times daily that reinforce your purpose -- and physical activity. Then let it all "go" every night (I recommend some deep breathing exercises for this) and start fresh in the morning with positive thoughts and energy!
3. Take full advantage of today's technology. You can set up a virtual office and website, email etc. extremely fast. With this professional facade you will look like a "real" company, even if your company is only you sitting at your kitchen table in your pajamas with your laptop. I recommend services like eFax and eVoice voicemail systems. You can then receive faxes wherever your laptop is and be reached anywhere, even receiving voicemails via text and email.
4. Use social media to spread the word. Using social media costs nothing and can have amazing (marketing) reach.
5. Research and immerse yourself in your marketplace. With the Internet at your fingertips, research is a cinch. You need to know all about your closest competitor(s) and be sure that your product is better, faster, easier. Know about the materials you need, learn about why one material is better than another -- this will become an important selling point for you.
Pound the pavement too. Get out into stores and see where your product would belong, what the packaging should be like, learn the lingo of the industry. Subscribe to trade magazines, join professional organizations and networking groups. Reach out to others. Ask questions. You may be surprised at how willing some people are to help; I know I was. Become an expert.
Sandy Abrams is founder and CEO of Moisture Jamzz, Inc. Founded in 1993 around her signature moisturizing glove product, Moisture Jamzz has counted among its clients Bath & Body Works; the Estée Lauder Company (Origins and Aveda); H2O PLUS; Crabtree & Evelyn, and others. Started in a corner of her one-bedroom Los Angeles apartment, Sandy built Moisture Jamzz, Inc. from scratch into a company grossing millions without a business degree. Today, it is still a privately held corporation that Sandy runs with her husband.
JANE PHILLIPS - Founder, Crown Jewel Club
How I Did It will now showcase top tips from women who started their own nonprofits, along with top tips from women who started their own businesses.
Opportunity (and the opportunity to start something like a nonprofit) knocks when you least expect it. The idea behind my nonprofit, the Crown Jewel Club, came about when I was hosting a tea party to celebrate a friend’s birthday. One of the guests was an elementary teacher in South Central LA. She talked about the girls in her class, and how she wanted to help them have better manners. We came up with the idea that I could be a guest teacher in her class. I could teach her students manners, thereby empowering them for the future.
We were both shocked to see how well the girls responded to one class. These little girls were hungry for appreciation and affection. We immediately thought that this would make a great after school program. Since then, hundreds of little girls have graduated from our program.
- Follow your passion. Starting a nonprofit is hard work. I work for NBC full-time, and I spend most of my free time working on the Crown Jewel Club. There are so many things that need to be done, and there are days when I feel like giving up. But when I see the smiles on those little girls faces, when I hear that they are doing well in school and staying out of gangs, when I receive thank you notes from their parents, I know that it is all worth it. I get goose bumps, life’s way of telling me that I am doing what I am supposed to. Which leads me to my next point…
- Never give up. Life is hard; accept it. It has a way of throwing things at you when you least expect them. When I was in second grade, I was diagnosed with encephalitis, a brain infection. That was the point in my life when I thought I was going to die, but I survived. Since then, I have known that I can get through anything. Even if I make mistakes, it’s OK… I know that I am going to get through them and be a better person for it.
- Surrender and ask for help. You can't do everything. I learned that I need to share the pleasure and joy of empowering these beautiful young ladies with others. I can't do it all, and I may actually be giving someone else a gift in asking for their help.
- Search for knowledge. You will never know everything there is to know about running a nonprofit or business. I have encountered a lot of issues in running a nonprofit where I had no idea what to do. I took classes, read books and listened to great advice. I looked for the answers I needed.
- Be fearless when asking for money. Remember that when you ask for money, you are asking for your cause, not for yourself.
Jane Phillips is the executive director and founder of the Crown Jewel Club, which had it first class in September 2005 and got its tax status in May 2006. She has worked at NBC as a local news editor and supervisor for 28 yearss. Learn more at www.crownjewelclub.org
TARA MIKO GRAYLESS - Founder, Taramiko Inc.
As the founder of a fashion consulting business, Taramiko Inc., I know the challenges of starting a business. I also know what it takes to make it happen. Here are the 5 rules I live by --
1. Structure: Developing and staying true to your business structure is one of the most important aspects of being a business owner. Peace of mind comes from having advisors who understand your vision. With a strong support network in place, you can focus on the strategies, goals and objectives of your business. You can’t be everything, so focus on your strengths and leave the rest to the experts.
2. Employees: It has been said over and over, “There is no I in team,” but it is true. I learn from my team daily, and I empower them to share their ideas and opinions in a non-judgmental format. Speaking from experience, I have had too many jobs where I was not valued. I knew that if and when I started my own business the trust that I would give would come back a thousand fold, and it has.
3. NO: I have made far more cold calls than I would like to count. And yes, 9 out of 10 times I heard the word NO (or worse). However, amazing doors have opened and incredible opportunities have presented themselves because I can swallow the word NO, and I had the courage to put myself out there. If you don’t ask you will never receive. So, I say bring on the NO.
4. Customer Service: Worrying about what you don’t have, rather than taking care of what you have, is a huge mistake, which I see companies make repeatedly. I treat each customer like my “one and only.” Most of my new clients are from referrals from existing accounts. You can pour thousands of dollars into marketing and advertising, but having positive word of mouth is priceless.
5. Passion: I love my job! How many of us are fortunate enough to say that statement and mean it. Let me tell you, you better be passionate about your company and what you do, I have never worked this hard or this many hours in my life, but the reward is amazing. Finding something you love to do and doing it with all the passion you have is the most important ingredient in your recipe for success.
Tara Miko Grayless began her career in fashion with Virgins Saints and Angels in 2003 in San Miguel Mexico. She moved to Los Angeles in 2004 bringing VSA with her and creating a sought-after fashion brand. Tara launched Taramiko Inc. in 2005, a fashion consulting business focusing on a custom approach to sales, branding and marketing with headquarters in Los Angeles, CA. Tara’s mission is to work side by side with clients to achieve success their way while exceeding their expectations. Taramiko Inc. opened their east coast office in New York in December of 2008.
KATIE DANZIGER - Founder, nomie baby
I am a NYC mom of three (16, 14 & 3), who had one of those "there has to be a better way" moments, and invented the nomie baby car seat covers. From there, I started nomie baby, a company who's mission is to help solve problems for parents.
Starting a business is no small undertaking. Here are my five tips for how to make the process smoother --
- Make business cards. When I was exploring the idea of nomie baby, I met and talked with many different people. Having business cards showed them that I was serious, as well as providing them with all of my contact information.
- Remember that not everything needs to get done at the same time. It's key to pace yourself, otherwise, you'll run the risk of getting overwhelmed by all that needs to be tackled -- for example: setting up a corporation, creating a prototype, developing a name, logo, brand image, website design, packaging ideas, manufacturing, and the list goes on...
- Determine what it is you are capable of doing yourself, and where you need help. I found that being clear on my strengths and weaknesses helped me determine where I needed to allocate resources and where I could save money by doing it myself.
- Ask yourself why you want to start your own business. If it's to make money, then having a solid business plan and understanding how much start-up money will be needed is critical. If you are doing it because it's a passion, then you might have other concerns, for example, "Will I enjoy it as much if it is my 'job'?"
- Perhaps the most important piece is to surround yourself with positive, supportive people. Starting your own business is incredibly rewarding and difficult, and there may be times when you might feel overwhelmed, challenged as to how to get something done, or frustrated that things are not going as smoothly or quickly as you would have liked. Having the encouragement of others is key to getting through the tough times and moving forward.
I am NYC mom of 3 (16, 14 & 3), who had one of those "there has to be a better way" moments, and invented the nomie baby car seat covers, and started nomie baby, a company who's mission is to help solve problems for parents. I used to be in marketing and PR, which has helped in getting the word out. I volunteer at a number of organizations, and since my youngest daughter was born 2 month premature, and spent over a month in the NICU (neonatal intensive care unit), I knew that I wanted to say "thank you" to the doctors, nurses and social workers who do so much the tiniest ones, so a percentage of all profits go to the NICU! My site is www.nomiebaby.com
KAIRA ROUDA - President, Real Living
- Work and Money
Kaira Rouda started a multi-million dollar real estate business; here, she offers her top five tips for starting a business.
1.) Don’t go it alone. It’s easy to find yourself isolated as an entrepreneur. Reach out to others who have experience and wisdom to offer. Asking for help is a sign of strength when growing your business, not a weakness.
2.) Register your name as a URL -- today. Your name is part of your business' brand, regardless of whether your business is named after you or not.
3.) Set up Google alerts for yourself, your business, and your competition. You need to know when anything is written about you online – good or bad – and you need to keep tabs on others in your industry.
4.) Get connected. If you aren’t a member of LinkedIn, join today. And don't stop there. Build your presence on Facebook and Twitter. Today your network is your net worth.
5.) Realize balance is internal. Do not compare yourself to an external ideal – or to your neighbor down the street. Embrace your choices and know if you’re happy, you’re balanced. Breathe.
Kaira Rouda is an award-winning entrepreneur, marketer, consultant, speaker and author of 20+ years. She is the bestselling author of Real You Incorporated: 8 Essentials for Women Entrepreneurs, founder of Real You and president and brand creator of Real Living, the first national women-focused brand in real estate.
GAYLE EXTON - Advanced Director for The Pampered Chef
- Work and Money
In 1994, as a young wife and mother of an 18-month old daughter, I embarked on a new business venture as a representative for The Pampered Chef, a company which sells professional quality cooking tools. I had no idea where my journey would take me, but I was excited to begin. My life has changed quite a bit over these last 15 years with the addition of two sons and all of life’s challenges, but I am still excited about my Pampered Chef business because of the income, flexibility, friends, awards and recognition it has brought to me and my family. And, I am happy to share some of the most important things I’ve learned along the way.
1. BALANCE! Make sure that your life is well-balanced between work and family. Know in your heart what is most important to you (family) and don’t allow your work to become your life. When you are your own boss, it can be a challenge to turn off the work. Have fun with your work, but have more fun with your family and friends to prevent burnout.
2. RESISTANCE ISN’T BAD! Resistance builds strength. In the Biosphere 2 project (a man-made, materially-closed ecological system), everything did very well except for the trees. Why? Because there was no wind for the trees to resist against as they grew making them weak. Overcoming obstacles through perseverance and persistence is good.
3. PASSION & EXCITEMENT! Always be the most excited person in the room! Be joyful! People will be attracted to you and want to do business with you as your joy overflows and brightens their day!
4. LISTEN! God gave us two ears and one mouth, probably to listen twice as much as we speak. Listen to people, recognize their needs, and provide a service, product, or opportunity that fills that need. And, be sure you not only do what you say you’re going to do, but go above and beyond, exceeding your customers’ expectations.
5. SOCIAL MEDIA! A year ago, I probably wouldn't have included this in my 5 Top Tips, but today, absolutely YES! Facebook, Twitter, MySpace – Social Media is an excellent way to make sure everyone you are connected to knows what you have to offer. Additionally, social networking allows me to be a “real person” with my customers as it provides a glimpse of my daily life so they can identify with me and know that I am more than just that lady who wants to sell them a food chopper, baking stone, cutlery, or a wonderful set of cookware.
Gayle was an elementary school teacher before becoming a stay-at-home mom in 1992, and later joining The Pampered Chef in 1994. She resides in Huntington Beach with Lee, her husband of nearly 20 years, and their three children ages 9, 14, and 16. Her email is ChefGayle@aol.com.
You can meet Gayle at The Pampered Chef exhibitor booth at The Women’s Conference 2009 on October 26 & 27.
CARI BUTLER - Founder, Emergency Cafe
- Work and Money
The idea of Emergency Cafe came from a definite need! Emergency Kits are on everyone's to do list - but no one has the time to run around and get all the items! I decided to create deluxe kits with everything already in them!
#1 Do your research! Talk to people who have knowledge in the industry you are considering. Ask lots of questions. Compile all of the information and then you can make informed decisions. Check with different vendors on pricing. Sourcing your items can be fun. Your goal is to find the best product at the lowest price. You can always negotiate. Often quantity discounts are available. You will just know when you found the right vendor.
#2 Start with a specific audience in mind. Mine was busy moms. I am a mom -- and they can relate to me and I can relate to them. All moms want their families to be safe and I share that goal with them.
#3 Know your stuff! Having credibility is very important too, because people will share your company with their friends. A lot of what I speak about is common sense, like keeping a pair of shoes under your bed. I also remind my audience what would happen if there was no water or electricity. Electricity runs ATMs. No electricity, no cash. You should always have some cash on hand for emergencies. In regards to water - we need water every day. That is why I suggest having a water storage drum in every household. We cook with water, drink water, bathe with water -- and most importantly, we can survive without food for seven days, but not without water. Although these are common sense things, we don't think of them on a daily basis. Also, you cannot pump gas from the gas stations. You should always have at least 1/2 tank of gas in your car at all times. The more you know, the more you blow your audience away and there is a sense of appreciation that they didn't have before. This will help you in growing your client/customer base.
#4 Keep learning. In my case, there are always new and cool items on the market for keeping your family safe. If you keep researching and talking to people, you are always adding new products and information to your repertoire.
Cari is a Los Angeles mom whose interest in Emergency Preparedness began when her daughter started pre-school and was required to have a personal emergency kit. That raised the question: "Why shouldn't everyone have an emergency kit?" And why not at an affordable price?” Her concern (and her obsession) led her to thoroughly research the subject and then create her own business. She now provides consultation services for families and businesses, as well as offering the Emergency Café line of kits at www.emergencycafe.com.
You can meet Cari at the Emergency Café exhibitor booth at The Women’s Conference 2009.