female entrepreneur

Q&A with Judy Hoberman, Selling in a Skirt

Judy Hoberman

I had the pleasure of interviewing Judy Hoberman, founder of Selling in a Skirt. Judy Hoberman is President of Walking on the Glass Floor and Selling In A Skirt, companies that are both focused on empowering professional women.  She is an International Speaker, Trainer, Executive Coach, Author, Radio Show host and Mentor.  

Judy also works with companies supporting their diversity and women’s initiatives in the areas of leadership, recruiting, training, coaching, mentoring and retention. She offers a complete training program that concentrates on women in leadership, the men that champion them, with a concentration on Redefining Culture.   

Judy’s mission…to help One Woman A Day by following an important philosophy-“Women want to be treated equally, not identically” ™ 

Can you tell our readers about your background? 

A wise woman told me to always look for the root cause of why we do what we do. When I was growing up in the 1950s and 1960s, many young girls were told we weren’t old enough or tall enough or smart enough to do even the smallest things. It was also the time when I was told “girls don’t do that.” Pairing “not enough” with “girls don’t do things like this” is not a winning combination. 

For much of my life, I thought of myself as a square peg in a round hole. I never truly fit in. My parents had one idea of who I was supposed to be, and I had other plans. So I did what others thought I should … until I couldn’t any longer. 

My saving grace was my grandmother who was a true trailblazer for women. She always said, “Judy, follow your dreams and don’t let anyone tell you that you can’t do what you truly want to do. It may not happen today, but it will happen.” She was right. It did happen, albeit fifty years later. 

Judy Hoberman

What inspired you to start your business? 

Everything I did in my professional life found me to be the only or one of the only women in that company or industry. I had to create my own playbook to be successful. I started in construction and then finally found my “home” in Insurance that lasted for decades. Because I was female and because I built relationships, I was promoted and finally got to a top position when it was discovered that I might know what I was talking about. It was a few years later that I was asked if I would consider moving to Dallas and building a training department… which would not only provide consistency to the thousands of producers in the field, but also give some insight into the softer skills, the people skills and not base all success on technical skills and numbers. 

Where is your business based? 

My business is based outside of Dallas, Texas. We do provide our services nationally and internationally and have a team of 10. 

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

Honestly, I started my business with a business card and a thought. I resigned from my position and had no idea what I would do. I asked myself, if I was starting all over, what is it that I would want or need? It was a female mentor or coach. There weren’t any for me when I began and when I started to show signs of success, I became the company and country mentor and coach. It was time to turn those tables around. Once I had that idea, the very first thing I did was hire a coach…and yes she was female. It was the greatest investment I have ever made. 

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

The most effective way of raising awareness for my business is word of mouth. I ask for referrals, testimonials and reach into my network and let them know what I’m doing and where I can use their help and support.  Having a business is not the time to be shy about asking for help. 

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

The biggest challenge at first was that we were in the height of the recession, so dollars were tight. I had no clue that dollars were tight. This is what I heard and I either listened or not. It reminded me of starting out in Insurance when my manager told everyone that the two most difficult times to write business was in July-vacation month and between Thanksgiving and New Year’s.  Do I need to say what my two most productive and profitable times of the year were? It was the same with my business.  We were in the height of the recession, so people weren’t spending money on bringing speakers in, so I did training. They weren’t doing training, so I did coaching.  It didn’t matter what they didn’t do, I found what they did do and continued that way. 

How do you stay focused? 

I must be very strict with myself since I am a shiny object person. I have a strategic triangle that I use. A triangle has 3 sides and in each side is one of the 3 services that I offer-speaking, coaching and training.  If it doesn’t fit in one of those sides, I can’t do it. If I want to do something else, I have to remove one of my services and add that.  I have to remind myself that a triangle has 3 sides so there are only 3 services I can offer. Not only does this keep me focused, it also gives me the ability to say no… 

How do you differentiate your business from the competition?

I am focused on women in leadership, emerging leaders, men who champion them and redefining culture. We encourage diversity and have a diverse team. We not only walk the walk, we talk the talk.  The entire team has been in business for decades, have experienced being overlooked for promotions for numerous reasons or have been or wanted to be a champion for women. We have the stories and the experience. 

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

I think that raising awareness and marketing are very similar and go hand in hand. We use social media platform to reach our networks and connect and reconnect.  We are very active on social media so that our networks are ready to help promote what we are doing and planning. As I mentioned before, we ask for support. We all practice servant leadership and we give in all ways and always. That favor is returned most often without even having to ask. 

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

The first thing I would say is understand your why. Why are you planning to do whatever you are planning to do? Know your market and the problem you will solve. Remember that you can’t help everyone…even if you want to. And most importantly, find a mentor or a coach. One of my guests on my radio show said she always has two mentors-a man and a woman so that she gets different perspectives. I love that and recommend that as well. 

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

One of my favorite books is Power Questions by Andrew Sobel because it confirms the fact that being named the "Question Queen" makes great business sense.  He gives you reasons why you should and shouldn't ask certain questions and identifies a question that, when I ask it, the response is  "No one has ever asked me that question before" and the conversation continues on an entirely different level. I find that asking questions shows you are interested in, not interesting to your prospect, client, friend, partner, spouse etc. 

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

I love LinkedIn.  It’s not simply a social media platform. It gives you access to thousands of “your people” whether by company, title, position or group. You can connect and reconnect and introduce your connections to each other. Since many of my market are LinkedIn users, it makes it that much easier. 

Who is your business role model?

Why? Brene´ Brown.

She is brilliant and speaks to you, not at you. She has a wealth of knowledge and is a speaker that I see, watch, listen to and read about. She is also a celebrity crush of mine and I know I will meet her in person sooner than later. 

What do you have planned for the next six months? 

For the next 6 months, we are creating a movement through our foundation Walking on the Glass Floor foundation. Its stated purpose is: To support and empower women by sourcing, publishing, and distributing educational materials for women in leadership and organizations that support women in leadership.  

Women are desperately needed and wanted at higher levels in companies, non-profit organizations, governmental institutions, new businesses, and on boards. More than simply a nice idea, our foundation is a collaboration of women and men supporting women regardless of age, culture, or industry. This IS going to be a movement.  

Through the Walking on the Glass Floor Foundation, we also are developing partnerships with companies and organizations committed to women in leadership. The goal is to sell 1 million books and donate a portion of the proceeds back to charities, foundations, social causes and scholarships and create events for women in underserved communities. It’s very exciting for everyone involved. 

How can our readers connect with you?  

https://www.linkedin.com/in/judyhoberman/ 

https://twitter.com/SellingInASkirt 

https://www.facebook.com/judyhoberman 

https://www.facebook.com/sellinginaskirt/ 

https://www.facebook.com/Walking-On-The-Glass-Floor-403061066758257/ 

https://www.instagram.com/sellinginaskirt 

Q&A with Female CoFounder Karlyn Tupper of Tenacity Jeans

Photo Credit:  Skerpon Photography

Photo Credit: Skerpon Photography

Karlyn is one of the co-founders of sister-owned company, Tenacity. Tenacity is a USA-made denim jeans line specifically designed for active women. She received her bachelor’s degree in Communications from the University of Connecticut where she also played lacrosse. When she’s not working on the business, you can usually find her coaching or refereeing on the lacrosse field, spending quality time with family & friends, or at the dog park with her pup!

Can you tell our readers about your background?

I was born and raised in Syracuse, NY and graduated from West Genesee High School. In 2010, I headed off to UConn and took the opportunity to play alongside my sister (again!) on the Women’s Lacrosse team. After graduation, I returned to Syracuse where I worked in digital marketing for about 4 years. I left the corporate world this past March and decided to go all in with Tenacity. Being able to commit full-time to the company has allowed us to make this idea a reality and provide a quality product in the marketplace.

What inspired you to start your business?

My sisters and I were walking off of the lacrosse field and were talking with our teammates about how discouraging it was to find jeans that fit our active build. We always had to buy a size up to fit our muscular butts and thighs, only to be left with a gaping waist. Quickly we realized we weren’t the only ones that struggled to find a pair of jeans that complimented our shape and provided a confident fit. Since we couldn’t find them, we decided to design them!

Where is your business based?

Tenacity originated in Syracuse, NY, but is operating out of the greater New York City area.

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

Research, research, research. Once we established the concept, we started asking teammates, active women, and coaches if they found it difficult to find jeans that fit. When the majority of the women said they have the same issue, we knew we had found our niche market. We performed extensive competitor research only to find there were very few brands that provided an athletic fit and confidence-boosting jean for active women. From there, we began contacting U.S. based denim manufacturers, designers, fabric suppliers, etc., and had our first prototype made.

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

Social media influencers and word-of-mouth! Selecting influencers to try a pair of Tenacity jeans not only provides a pair of jeans that are designed specifically with their body type in mind, but it naturally increases brand awareness as well. Secondly, do not underestimate the power of networking! Connect with other people, brands, and organizations with similar values and find a way to collaborate to help one another achieve success.

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

Facing the unknown everyday! Destiny is truly in your hands when you are living the entrepreneurial life. It can be very challenging to define your tasks and channel your focus. I embrace the hustle, the opportunity to learn from others, and connect daily. Stay disciplined and passionate; everyday is a new chance to learn, grow, and share your message.

How do you stay focused?

I stay on a routine! Starting off my day with a solid workout helps me channel my energy and focus. I'm a huge advocate for to-do lists and mini breaks throughout the day; both of these help me to stay disciplined while still maintaining a healthy balance in my day.

How do you differentiate your business from the competition?

Our team. Aside from our specifically engineered design, our team is how I differentiate Tenacity from the rest of the market. My sisters and I played sports and stayed active throughout our entire lives. Our hustle has shifted from the field to the business and I anticipate that level of intensity maximizing Tenacity’s potential.

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

Social media marketing and events. Keeping followers engaged on Instagram and other social channels with new content, blog posts, and product offerings is a key driver for our traffic. Jeans shopping is rarely easy, so we've focused on hosting or joining events to get Tenacity jeans in the hands of consumers to touch, try, and feel. We've really enjoyed teaming up with local brands for joint pop-up shops!

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

Don't lose sight--Don't lose sight of your mission, don't lose sight of your goals, don't lose sight of your passion, and don't lose sight of your strengths. Being a new entrepreneur is challenging and everyday brings something new, so stay focused, believe in yourself, and embrace the journey.

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

My favorite app is Instagram. I'm able to stay connected with friends, family, and other brands. Insta always gets my creative juices flowing and inspires me with new ideas almost daily!

My favorite blog is Camille Styles! Camille and her team have a ton of creative content with a wide variety of inspiring topics and ideas. Light and enjoyable reading, check it out!

My favorite book right now is Present Over Perfect. Not sure about the rest of you, but I certainly need a reminder from time to time to be more in the moment, focus less on perfection, and more on embracing the imperfections.

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

My favorite business resource is other entrepreneurs. Books, articles, conferences, etc., are all extremely helpful, but to learn from someone who has experienced or is experiencing the start-up journey has been worth its weight in gold. Real conversations full of authentic insight and genuine thoughts is rejuvenating.

Who is your business role model? Why?

My father. He is a small business owner with several successful products that bring solutions to a niche market. He's intelligent, business savvy, and has always been present for our family while simultaneously running a successful business; his rewarding work-life balance truly inspires me.

What do you have planned for the next six months?

In the next six months we plan on diversifying our Tenacity line with various colors and styles! I am moving to the greater New York City area to expand our market reach and will be bouncing around there at events and other marketing opportunities!

How can our readers connect with you?

If you’re looking to learn more you can check out our site www.tenacityjeans.com, email me with questions or comments at info@tenacityjeans.com , and/or follow us on social @tenacityjeans & @ktupps27 .

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Q&A with Female Entrepreneur, Smita Daya

Soham Photography

Soham Photography

Can you tell our readers about your background?

My name is Smita Daya. I was born and raised in Lusaka, Zambia. I left Zambia at the age of 12 to attend boarding school in England and then moved to the United States in 1980. After having worked in corporate for over 25 years, I decided it was time to follow my true passion for healthy eating. For the past 29 years, our journey has taken us to various countries where we became enthralled in the world of oils and spices. Living and traveling abroad has allowed us to explore the finest in savory spices, gourmet oils, and seasonings from home, charming ourselves and our two daughters along the way. Now a family tradition, every home-cooked meal incorporates different oils and spices, enticing our taste buds with exciting new flavors.

What inspired you to start your business?

Life is full of wonders, and we are fortunate to have lived next to an amazing Italian family (the Calamai family) for 16 years. Our lives changed when we were introduced to freshly pressed olive oils, straight from the Cantina. We grew to love fresh oils and continue to further expand our palate with gourmet olive oils, vinegars, and spices. We had the privilege to visit the Calamai family several times in Romola (near Florence), Italy and were fortunate to visit the Cantina, where the olives are first pressed. That did it, we were in love! Olea Oliva! ("The Olive Tree") is a family-owned and operated business, and we want to share this tradition with you.

Where is your business based?

Our business is based in East Cobb, Marietta Georgia. We are also an e-commerce business that ships in all 50 States.

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

At the beginning of 2015, I was searching to find the right business to start that would allow me work to take care of my family. My husband, Dilip and I travelled to various countries over a period of several months to do some research on spices and olive oils. It became clear to us while travelling that we wanted to create a business where our customers know that when they buy an Extra Virgin Olive Oil from us, they are getting exactly that – the highest quality Extra Virgin Olive Oil, made with attention, care and love from preferred handpicked olive groves. With a family-oriented community, and an appreciation for health and good taste, it seemed to be a perfect setting for a gourmet super spices, olive oil & vinegar taproom.

So, both Dilip and I decided to get certified in our areas of expertise. Dilip, is a certified Olive Oil Sommelier from University of California-Davis at Robert Mondavi Institute for Wine and Food Sciences, together with over 10 years of experience from Florence, Italy with the Calamai family. In addition, he is also an Industrial Chemist. I hold a Plant-Based Nutrition Certificate from The T. Colin Campbell Center for Nutrition Studies and eCornell.

It was very important for us to get certified. In a world where fast food and convenient foods devoid of nutrients have become the norm, we feel that offering people simple and quick cooking tools and techniques is more important than ever. Our passion is sharing our spices, oils and balsamic vinegars with you and getting people excited about cooking. With two daughters and a business to run we know how hard it is to plan freshly cooked, flavorful healthy meals every day. For us, these spices, oils and balsamic vinegars have changed the way we eat! Our products make creating flavorful and healthy family meals easy and fun.

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

The most effective way of raising awareness for my business is word of mouth branding. I love to partner with the community and local business owners and help empower individuals to make sound healthy choices. We offer healthy cooking workshops in the store and private venues. I have been blessed to share my passion for healthy cooking at the local senior centers, fitness centers, YMCA’s and Churches. Community development and partnering with local businesses is very important for Olea Oliva! Social Media is another effective way I have been raising awareness for my business.

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

One of our biggest challenges is trying to educate the mass consumer on authentic Extra-Virgin Olive Oils, barrel-aged Italian Balsamic Vinegars and Super Spices. Since we opened our doors we’ve received so much amazing support from the Marietta and Atlanta community and local community business partners. These are our champions, our friends and the people who share our mission to spread the word about cooking real food with quality ingredients and amazing flavor combinations. We love the growing community of regular patrons - and the opportunity to serve them. We think of Olea Oliva! as a little store with BIG heart. Getting to know and understand our customers has been a rewarding experience.

How do you stay focused?

It is not always easy to balance work/life. You really have to be disciplined in so many ways. My boarding school days in England taught me a lot and having some structure in my life has helped me to balance both. I am an early riser and start my day with “me-time” and work out for an hour. This sets the tone for the rest of the day. My family is and will be the most important thing. I always plan ahead and prioritize what is important and take the time to understand what needs to get done first. Planning ahead is the key to managing the work/like balance.

Work and career are there to help us grow and enable our family to do special things together but as the old saying goes, a good work-life balance is one in which you work to live, not live to work. I have been so blessed to have such wonderful support from my family, friends and our local community! 

How do you differentiate your business from the competition?

I differentiate myself from others by offering healthy cooking workshops on how to use super spices with Extra Virgin Olive Oils and Balsamics by boosting flavors while maintaining high nutrition in a dish. My customers want to learn more on how to “Eat better, not less”. They want to be able to go home and provide their family with the healthier options. This is very gratifying to see!

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

Hands down, it has been word of mouth and reaching out to my local community partners! I also send out my monthly workshop schedules to my database email list. We love to work with local markets and do pop-ups.

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

Believe in yourself! Work hard. Know what you are capable of and have faith in your capabilities! Do what you do best!

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

The internet as this allows me to work from any location.

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

We use Shopify because of the business tools, resources and processes it provides. This platform also provides us with information about marketing campaigns and promotions. We also use Shopify for our day to day analytics and shipping.

Who is your business role model? Why?

My father, who taught me how to run a business at a very young age of 18. Always giving me strength and courage to fulfill my goals and face my fears. Love you, Dad, for always challenging me to do my best!

What do you have planned for the next six months?

Growth, author another cook book, and start to teach at culinary schools!

How can our readers connect with you?

Olea Oliva!
The Avenue East Cobb
4475 Roswell Road, Suite 1000
Marietta, GA 30062

Website: www.oleaoliva.com

Phone: Tel: (770) 321-0099

Email: info@oleaoliva.com

Facebook: https://www.facebook.com/oleaolivaUSA/

Q&A with Tangela Walker-Craft

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Tangela Walker-Craft is a wife, homeschooling mother, and blogger.  She’s the founder and President of Simply Necessary, Incorporated in Lakeland, Florida. Tangela is the inventor of the patented GoPillow, which she licensed to Kushies Baby (Canada/USA).

Can you tell our readers about your background?

I’m a graduate of  the University of South Florida with a degree in English (Creative Writing).  I have a background in Technical Writing, Accounts Receivable Collections, TeleMarketing Sales, and Language Arts instruction.  I taught Language Arts for 7 years before deciding to be a work-at-home mother.  I’ve been married to my husband (Ernest Craft, III) for over 25 years.  I homeschool my daughter (Emari). 

What inspired you to start your business?

After my daughter was born, I breastfed her for two years. Due to my own breastfeeding needs, I invented and patented the BEST multipurpose breastfeeding and travel product that a mom or caregiver could ever have – The GoPillow! I had the idea for the GoPillow because my daughter was born with a head full of black, silky hair. Each time I would breastfeed her, the back of her neck along her hairline would perspire and my arm would be damp. I decided that I needed an arm cover of some kind.

The original intent of the pillow was for cradling babies for breast or bottle feedings. I also knew it would be an excellent travel pillow. The idea for adding the privacy blanket came later. It was added after I was caught in a crowded area during a rainstorm at Disney World in Orlando, Florida. My husband took off his shirt and gave it to me to use as a privacy cover so that I could nurse our daughter more discreetly. We realized that a privacy blanket or cover would separate my pillow from any other nursing pillow on the market. The blanket turned the pillow into a multipurpose product.

Where is your business based?

Simply Necessary Incorporated is based in Lakeland, Florida.  (The licensee of my product, Kushies Baby, operates out of Stoney Creek, Ontario, with a location in Niagara Falls, New York.)

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

I filed for a patent for my invention. While my patent was pending, I went through prototyping, fabric sampling, packaging selection, etc. and finally got the GoPillow ready for market. I founded Simply Necessary, Incorporated to market and distribute the GoPillow after my patent was approved.

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

I used social media to to promote my business.  Facebook, Twitter, and YouTube were very effective marketing tools.  However, television news interviews helped me to reach the broadest audience.  I was able to share my company and product in several television news interviews, as well as on a few national talk shows. 

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

The biggest business challenge for me to overcome was being an unknown inventor.  When I introduced my invention to the product market I was completely unknown.  I also had to overcome working on a tight marketing budget.  I used social media, my creative writing skills, and my background in sales to get the attention of different media outlets and the buying public.  Once the GoPillow began to gain some traction, I was able to show Kushies Baby how much people liked the GoPillow.

How do you stay focused?

Everything I do is directly influenced by the fact that I am a wife and mother.  I know every positive accomplishment will make life better for me and my family.  That’s what keeps me focused.

How do you differentiate your business from the competition?

Simply Necessary, Incorporated was founded to market and distribute my invention.  The GoPillow is wearable and more portable than competing products.  Its uses can be adapted to the age of a baby or child.  It can be used hands-free.  Breastfeeding and bottle feeding moms can use the GoPillow.  The GoPillow’s blanket is retractable, allowing for it to be tucked out of the way when not being used.  The GoPillow is perfect for air travel because its compact and fits on the arm of many airplane seats.

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

My marketing strategy is based on treating potential customers and business partners the way I’d want to be treated.  If I’m marketing my product to a customer, I try to include answers to questions that I know I would ask if I was the customer.  When marketing to a business I try to show them why working with me is better than working with a competitor.

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

I would advise new entrepreneurs to do their homework.  They should know who their competition is, and know why they’re a better alternative.  A new entrepreneur should always be an expert on their product or service.  It’s essential to have an “elevator pitch”.  That means they should be able to summarize who they are and what they have to offer in two minutes or less, about the time it would take to make a pitch on an elevator ride.

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

My favorite app is Twitter.  It doesn’t matter if you’re a celebrity or a hermit, you have the same opportunity to communicate to a worldwide audience on Twitter.

Other than my own Simply Necessary Inc. blog, I enjoy the Allrecipes (http://allrecipes.com) blog because I like to cook and the Visit Florida (http://www.visitflorida.com/en-us.html) blog because I love visiting new places in my home state.

My favorite book is the Bible; it’s a manual for my life as a Christian.

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

I couldn’t function without my iMac computer and Google.  None of what I’ve accomplished in business would have been possible without my computer and Google.  All of my initial business contacts were made through email, Facebook, or Twitter messages.  I prefer being able to utilize multiple windows at the same time on my computer monitor.

Who is your business role model? Why?

Sarah Breedlove was born in 1867.  She became known as Madam C.J. Walker before she died in 1919.  She created specialized hair products for African-American hair and was one of the first American women to become a self-made millionaire.  When I decided start my business I told myself if Madam C.J. Walker could accomplish what she did in the perilous times that she lived in, I should be able to do the same.

What do you have planned for the next six months?

I plan to continue to promote the Kushies GoPillow through social media.  I hope to post new videos on YouTube promoting the Kushies GoPillow.  I also want to add new posts to the Travel page of my Simply Necessary Inc blog after visiting as many new places as possible.

How can our readers connect with you - Social Media Handles?

Q&A with Author & Influencer, Whitney Geathers

Whitney Geathers

Whitney MG is an author and influencer from Orlando, FL. Inspired by her daughter and the importance of representation in media and literature, Whitney prides herself on making sure each piece of work she releases gives children and adults confidence in knowing that they are truly magical! 

Can you tell our readers about your background?

My name is Whitney Geathers, I was born and raised in Orlando, FL. I graduated from the University of Central Florida with a degree in Elementary Education. I taught 6th grade language arts before moving to Indianapolis in 2015. I have always had a passion for books, especially children’s books.

What inspired you to start your business?

When I was pregnant with my daughter, I knew I wanted her to have books that represented her. Books that helped give her confidence in who she is and the things that make her who she is. I started writing my first book Numbers Naturally, I found an illustrator and decided to self-publish it. I didn’t intend for it to be a big deal, but after I released it, and having received so much positive feedback and support, I knew I wanted to continue writing books and create my own brand. Whitney MG

Where is your business based?

My business is based in Indianapolis, Indiana, but I’m often in Florida as well.

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

I started by business by publishing my first book. I started creating accounts specifically for my business and created business cards. Once my book was released I started promoting myself as Whitney MG and eventually created a website. 

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

I’m still very new and have so much room to grow, but social media has been a great resource for helping to promote my business and reach as many people as possible.

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

My biggest challenge has been learning the industry and learning what works and what doesn’t as far as the content of my work and marketing. I’ve been able to overcome these challenges by reaching out to other authors, researching, and always asking questions. I even ask friends and family what their concerns and/or challenges are and I try to keep those in mind as I brainstorm ideas.  

How do you stay focused?

It’s difficult sometimes, but I found that having a notebook/planner handy, and designating a small amount of time daily towards my business has helped me stay focused. I also keep my goals in mind as motivation.

How do you differentiate your business from the competition?

There are many children’s books on the market, but what sets my books apart is that my books typically offer informative content. With my education background I always try to incorporate education into my books while making them fun and diverse.

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

Instagram has been extremely effective. I’ve been able to reach so many people through hashtags and promotions. 

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

My best advice would be to never give up. It may seem like everyone else is doing the same thing but even if 100 other people have a similar product as you, there is always someone who needs YOUR product and not someone else. So don’t give up. Stay positive. 

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

My favorite app is Instagram because I love expressing myself and my thoughts through pictures and being able to see all the other creative minds that showcase their talents on Instagram as well. I always feel inspired when I find good profiles. My favorite book at the moment is actually a children’s book called “What Do You Do With an Idea”, because the message is for adults as well. I get ideas every day and some of them I act on, others I don’t but the important thing is to never let a good idea get away. I always keep a notebook close by to write any ideas I have just so I don’t forget them later.

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

My favorite business tool is email. It may seem super old but I do so much of my communications through email. I get them straight to my phone so it’s easy for me to respond no matter where I am.

Who is your business role model? Why?

My business role model would have to be Alex Elle. She is a writer and encourages readers on a daily basis. I admire her for always staying positive, but also expressing when things get real or difficult, and showing that bad days happen and that’s okay but there are always positives in every situation. 

What do you have planned for the next six months?

I plan to start working on my next book, of course. But I’ll also be supporting my husband’s career as well. 

How can our readers connect with you?

You can find me on Instagram and Twitter @bywhitneymg or via email at bywhitneymg@gmail.com also my website, whitneymg.com.

Q&A with Makeup Artist, Angel Johnson

Angel Johnson is founder of Memphis Makeup Artists, INC (memphismakeup.com). Her love for beauty goes back to high school where she first wanted to pursue a career in cosmetology. However, life led her down a different career path as a corporate accountant. In February of 2018, she managed to bridge her corporate world and her first love with the launch of Memphis Makeup Artists, INC. 

Angel-Johnson

Can you tell our readers about your background?

Yes. I am affectionately known as Angel, the Makeup Artist. I have been a freelance makeup artist in Memphis, TN for the past 4 years. I mostly travel to locations doing makeup for weddings, films, and events. I love it! But that’s my weekend job. I am also a Financial Consultant M-F. I have been a corporate accountant for the past 13 years but I don’t have a passion for it. I’m currently on a mission to leave corporate America for good. 

What inspired you to start your business?

I have always had a passion beauty and fashion. I became a freelance artist after doing a relative’s makeup for prom. I enjoyed it a lot! Memphis Makeup Artists was born out of a need to streamline the administrative work so I could focus more on doing what I love…making women look and feel beautiful. 

Where is your business based?

My business is based in Memphis, TN but our service area is worldwide. 

Angel at work

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

I started my business in my head a couple years ago. It took lots of research and planning before I could see anything tangible. Makeup artistry is a booming career for freelancers with a lot of ambiguity still. And Memphis did not have anything that looked like a glam team. Once I decided what I wanted it to look like, I registered with the state as a corporation, obtained my business license, and opened a bank account. 

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

Social media. Plain and simple. Beauty brands are getting so much traction via social media platforms like YouTube, Instagram, and Facebook. I followed suit. And it works. Customers enjoy engaging and interfacing with brands. It builds trust and that’s very important as a makeup artist. 

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

My biggest challenge has been wearing too many hats. It causes burn out quickly. I would recommend outsourcing whatever you can as fast as you can. My work experience aided me in building a backend office that is streamlined from beginning-to-end due to systems integrations. But I had to quickly pick up marketing and sales, customer service, and human resource skills. Get help!

How do you stay focused?

I stay focused by keeping long-term visions for my business and my personal life front and center. I am an advocate of vision boards, post its, or whatever is needed to keep goals in your face so that you don’t lose sight. Also, with the economic boom occurring in Memphis, there is this urgency looming over me to become a household name as quickly as possible. That motivates me to keep going.

How do you differentiate your business from the competition? 

I differentiate my business by offering something no one else in Memphis offers. I have a team of professional makeup artists with diverse skillsets and backgrounds. Being a team, we also have greater capacity and can handle large scale events in house. 

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

SEO. Search Engine Optimization has helped Memphis Makeup Artists gain first page listings on Google, Yahoo, and Bing. These leads, unlike social media leads, have a much higher conversion rate. Meaning they are ready to purchase!

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

Be resourceful. I have utilized many free programs to help with business needs. I used a local college for market research. They provided me a report that would have cost me thousands. Utilize organizations such as SCORE, SBA, and your local chamber of commerce to help bridge the gap between where you are and where you want to go. 

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

My favorite app is Facebook. I can promote business, engage clients, book appointments, and keep an online portfolio of my work in one place. 

My favorite blog is my own! I just started a couple weeks ago but it is another way to engage clients and increase SEO. However, I am an avid listener of the podcast/YT channel The Rich Dad Channel.

My favorite book is the Bible for it’s many lessons and wisdom. 

What's your favorite business tool or resource?

My favorite business tool is Intuit QuickBooks. I can keep tabs on my financials easily. It helps me to make quick business decisions. 

Who is your business role model? Why?

My most notable business role model would my mentor and fellow makeup artist Nikki Chanel. She is a full-time professional and celebrity makeup artist. She also trains and develops other artists. I aspire to that. My most influential business role model is a former employer. There I learned the power of efficient systems and setting standard operations and how that helps to provide a great product. 

What do you have planned for the next six months?

Because we are a startup having just launched in February, I am still primarily focusing on building the brand and the business. I will focus heavily on building working capital, marketing and marketing materials, and nurturing relationships. All of those will be relied upon heavily in 2019. I am currently working my final contract as an accountant which ends January 2019. And I will say goodbye to my security blanket. 

How can our readers connect with you?

Readers can find me at:

Memphismakeup.com

Instagram.com/memphismakeupdotcom

Instagram.com/facesbyangelbaby

Facebook.com/memphismakeupdotcom

Facebook.com/angelthemua

Twitter.com/memphismakeup1

Email: info@memphismakeup.com