Global expansion offers many business benefits, but it requires careful planning and a deliberate approach. Kanessa Muluneh of Mulu joins A.J. to discuss how she built a multimillion-dollar lifestyle brand and global influence spanning different industries and continents. She dives deep into her immigration journey, the challenges of unfamiliar territories, and overcoming cultural barriers. 

About Kanessa Muluneh:
Kanessa Muluneh is the Founder of MULU, a multimillion-dollar plus-size clothing brand. She comes from Ethiopia but was raised in the Netherlands. From reshaping fashion with MULU to launching Europe's first Female American Football League, Kanessa uses her global influence to solve actual problems for her audience and make a true impact beyond business.

She started six businesses by age 32 but also built diverse streams of income and companies. She's not just an entrepreneur; Kanessa prefers to call herself a ‘problem solver.’ Shaped by her cultural background and motivated by impact, Kanessa brings a unique perspective to the table, fostering learning in underserved regions and inspiring a new generation of entrepreneurs worldwide.

Key Insights:

• Take the time to adjust to a new market. Every new market is different and it requires a different game plan. No matter how much you read and learn about it, you can never be fully prepared to take on a new market until you have boots on the ground. So, it’s essential to take your time with global expansion, stay agile, and learn from the local environment. (06:01)

• Find your unique differentiator. The thing with achieving significant success is pinpointing what sets you apart and then playing to those qualities. Just like Kanessa recognized what made her special to her audience, you can leverage your special traits to your advantage and turn them into value for your customers. This will attract more like-minded people to you, create stronger bonds with them, and ultimately build a successful personal brand. (15:48)

• Learn from your mistakes. Much like every other person on the planet, you will also make mistakes. But what matters for your entrepreneurial journey is to find a lesson in every failure. They are the most valuable opportunities for growth and improvement. (17:55)

• Surround yourself with supportive people. A strong support system is one of the key factors for success in life. That can be your family member, friend, or partner, but it can also be a mentor. So, find someone who will hold you accountable, push you to new levels, and help you achieve your goals. With that kind of support, everything is possible. (19:35)

• Let go of fear. The best things in life are on the other side of fear. Despite the fact that fear is a natural human emotion, you can’t let it get in the way of your goals. So, instead of just ignoring these anxious feelings, learn to use them to your advantage. Sit with your fears to uncover what’s truly underneath. Then, when you’re ready, take small steps outside of your comfort zone because that’s how the most rewarding experiences will happen. (32:16)

Kanessa’s best advice for entrepreneurs:

Connect with Kanessa: 

• Instagram
• TikTok
• LinkedIn

Resources Mentioned:

• MULU

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