Local to Legend

In this week’s podcast episode, Emily chats with Regan Doely, owner of Doe a Deer, a product-based business offering kitchen decor and home goods. Regan shares more about her leap from freelance to products, how she’s driven growth and what her expansion to a storefront has looked like.

Reagan graduated from Grand View University with a graphic design degree and spent her first few years working in corporate graphic design departments. Feeling the itch to flex her creative muscles beyond strict brand guidelines, she started her side hustle, Doe a Deer. What started as a primarily freelance business designing logos and brands for other entrepreneurs quickly became part product-based as Regan began selling her stationery designs. A love for vintage kitchen decor like flour sack towels pushed Regan to begin experimenting with designing her own and eventually landed her at craft shows, selling her stationery, towels, and greeting cards. At first her freelance clients gave Regan the cash flow to be able to invest in buying stock of her products but over time she continued to grow the product side so that less and less clients were needed. Today her primary focus is on the products. 

Regan walks listeners through her experience growing her business and the steps she’s taken to drive that growth, especially her approach to wholesale. She breaks down some of the wholesale markets she’s tried and which ones are her favorite. Regan also shares her experience sourcing the perfect building and getting ready to launch her own storefront in Stuart, Iowa. She offers her advice for any new or aspiring product based business owners ready to launch their idea into life. 

If you’ve been curious about what it’s like to build your own product based business or launch a storefront, listen to this episode with Regan! 

Tune in for topics like:

• Evolution of Doe a Deer from freelance to products
• When Regan knew it was time to leave her corporate job
• The story behind Doe a Deer’s signature flour sack towels
• Why and how you should prioritize your margins 
• Regan’s advice for anyone dipping their toes into wholesale
• How to test the waters before opening your own store
• Launching F is for Fawn, new baby product line

Links from the episode:

• Doe a Deer Instagram
• Doe a Deer website
• F is for Fawn Instagram
• Shopify
• Faire

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!

In this week’s podcast episode, Emily chats with Andrea Metzler, owner of Art Terrarium in Des Moines, Iowa and Desert Rose Cactus Lounge in Bend, Oregon. Andrea joined to chat about starting a retail business and juggling two brands in two separate cities.

Andrea’s career path has given her a wide variety of experience in many different industries. From using her degree in communications from the University of Northern Iowa to work in the film industry to joining her roommates' tech startup in Austin for real estate referrals to community building for a Des Moines co-working space, Andrea learned a ton. It was an idea to host an event in the skywalk for local artists, however, that sparked Andrea’s interest in opening her own space. Creating Art Terrarium was Andrea’s first voyage into entrepreneurship on her own and she quickly had to learn the ropes of running a retail business.

Andrea walks listeners through her experience learning Shopify, sourcing inventory, hiring and managing people and what she does to work through challenges that arise. Just a few years ago, Andrea moved to Bend, Oregon, where she decided to open up another plant store, this one named Desert Rose Cactus Lounge. Now as owner of two stores in separate cities, Andrea had to cultivate a team she trusted and learn how to balance her responsibilities.

If you’ve been curious about what it’s like to build, own, & operate multiple stores from afar, listen to this episode with Andrea! 

Tune in for topics like:

• Andrea’s career journey
• Origins of the Art Terrarium name
• Advice for business partnerships
• Tips for managing people
• How Andrea manages two businesses in separate cities
• What’s up next for Art Terrarium

Links from the episode:

• Art Terrarium Instagram
• Art Terrarium website
• Desert Rose Cactus Lounge Instagram
• Desert Rose Cactus Lounge website
• Andrea’s Instagram
• Join the Local Business School waitlist

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!

In this week’s podcast episode, Emily chats with Leah Longueville, founder & CEO of Polished Prints, a lifestyle brand dedicated to creating products that bring positivity to you, your children and your home. Leah shares more about how she grew her side hustle business printing sayings on onesies into a globally-recognized brand with products sold in over 700 retailers.

Leah’s business started when she became a mom with her first daughter and wanted more time to spend with her. She got out of the tourism world and into freelance graphic design. She opened up her own Etsy shop where she could print onesies with sayings and designs that she made and also posted about it on social media. People started flocking to her product and Polished Prints began to grow organically. Leah hired a PR firm to help add fuel to the fire and eventually Polished Prints grew beyond Etsy into its own own website on Shopify, allowing them to control all aspects of the customer experience. 

Leah walks listeners through her learning curve of getting a grip on the world of manufacturing and how she pivoted in fall 2020 when her normal shirt vendor fell through. She also dives into the world of wholesale and why launching on Faire was the right move for Polished Prints. She offers crucial questions any business owner should think through before launching a new collection or wading into the wholesale world.

If you’ve been curious about what it’s like to build your own clothing line and a peek into the world of wholesale, listen to this episode with Leah! 

Tune in for topics like:

• Shifting from hobby to business
• The first thing Leah outsourced 
• When she knew it was time to switch from Etsy to Shopify
• How Leah found the right manufacturing partner
• The wholesale beast - pricing, volume, sourcing retailers, planning ahead
• The unexpected part of Polished Prints that brings Leah the most joy
• How understanding your customer can impact your business decisions

Links from the episode:

• Polished Prints website
• Polished Prints Instagram
• Shopify
• Faire

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!

In this week’s podcast episode, Emily chats with Katie Allgood, the owner of a luxury rental company, The Good Co DSM. Katie shares more about starting a business during a pandemic, pivoting your offerings as you grow and navigating the complicated world of pricing.

Katie’s business started in the summer of 2020 when she began outfitting a 68 VW bus with a photobooth that could be rented out for weddings and events. Since Katie had just moved to Des Moines, she had to build her network from scratch, and learn how to market herself and her business and attract her ideal clients. Katie walks listeners through her journey of establishing strong roots in her community and creating exceptional customer service. She also explains how she learned to navigate the often well-intended but unwarranted opinions of other people and how to determine if something that’s good for someone else is right for you. 

Listen as Katie offers her advice on how to price your services and all the elements that go into creating your packages and offerings. She also encourages others to go after the dream collaboration or clients they’re hoping to land by starting the conversation first. 

This was such a fun conversation with a delight of a human so whether you’re in the events industry, own a service based business or just want to learn more about Katie, tune in! 

Tune in for topics like:

• Starting a business in the middle of a pandemic
• The connection that led to Katie’s first booking
• The element of surprise + delight and how to prioritize customer service
• Learning how to listen to your own gut in business
• Pricing complexity and how to navigate it
• Simple ideas you can implement to go after your dream clients

Links from the episode:

• The Good Co DSM Instagram
• The Good Co DSM website

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!

In this week’s podcast episode, Emily chats with Whitney Shindelar, travel advisor and owner of Undiscovered Sunsets and Masters In Travel. Whitney joins to share about the travel industry, building not one but two businesses and honing in on your niche.

Whitney walks listeners through her journey into the travel industry from working at five star hotels in Shanghai to filling for her own business just 24 hours after returning to the United States. She’s candid about the uphill battles she climbed learning how to become a travel agent and also run her own business, Undiscovered Sunsets. Whitney explains how the frustrations she felt about a lack of education led her to creating Masters In Travel, an educational marketplace, community and podcast for aspiring and current travel agents. 

Listen as Whitney explains the dramatic shift that occurred in both of her businesses when she became incredibly intentional about her focus. She offers her advice for niching down and why it’s not as constricting as some might think. You’ll also learn more about how to move past your fear of hiring and ways to slowly start outsourcing.

If you’re interested in learning more about the travel industry and creating focus in your business, download this episode!

Tune in for topics like:

• A trip to Germany that led Whitney to become a travel agent
• The purpose of a host agency
• Creating resources to fill the gap in education for travel agents
• Adding unique revenue streams to your business 
• How to actually create focus in your business
• What to do before the inquiries flow in
• Simple ways to start outsourcing

 Links from the episode:

• Undiscovered Sunsets Instagram
• Undiscovered Sunsets website
• Masters in Travel Instagram
• Masters in Travel website 

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!

In this week’s podcast episode, Emily chats with Coral Thede, a creative storyteller, musician, writer and stand up comic known around Des Moines for her constantly sold out show, Tits Up! Coral joined to chat more about how she got into comedy and her beliefs in the power of trusting the process and believing in the journey. 

Coral takes listeners back to a monumental time in her life, losing her dad and then embracing Pantone’s Color of the year in 2019, Living Coral, as a sign to set out on her own adventure.  She bought a one way ticket to Germany and traveled all over Europe for three and a half months simply going wherever her journey pulled her to next. The experiences she had offered her many clarifying, defining moments that led her to where she is today.

Listen as Coral explains how she came to terms with the fragility of life, how a binge watching session of The Marvelous Mrs. Maisel led her to comedy and what she hopes her show brings to other people. Coral also discusses how she works through her own insecurities and what it looks like to give yourself permission to go after what you truly want.

If you’re interested in learning how to trust where you’re headed next and want an inside peek into the stand up comedy world, download this episode!

Tune in for topics like:

• Why the Pantone color of the year in 2019 changed her life
• The moment in Paris that led her to her current house in Des Moines
• Listening and responding to the pings in your life
• Her Camp Climb experience
• The makings of her Tits Up! comedy show
• What keeps Coral going through tough days
• Why knowing your value attracts the right people to you 

Links from the episode:

• Coral’s Instagram
• Coral’s website
• Buy tickets to Tits Up! comedy show

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!

In this week’s podcast episode, Emily chats with Mikayla Sullivan, an associate with ISA Ventures, an Iowa multi-stage venture capital studio. Emily first got plugged into the ISA world when she joined their accelerator in early fall of 2021 with her other company, the hummingbirds, a local influencer and brand matchmaking business. Mikayla joins the podcast to chat about the venture capital world and how to navigate it as a first time founder.

Mikayla got her start by building her own company in college, KinoSol. KinoSol is an Iowa-based startup that creates creates solar-powered food dehydrators to reduce post-harvest loss around the world and has a mission to help end global food waste, improve livelihoods, and create entrepreneurial opportunities for subsistence farmers in developing countries. After six years running that business, Mikayla started at ISA, helping founders all over the state work on their pitches, improve their business strategy and connect to resources.

Listen as Mikayla shares more about what venture capital is and why founders may seek it out. She goes into what makes ISA different from other VC firms and the resources they can provide. Mikayla explains what her team looks for when partnering with new startups and what the entrepreneurship lifestyle is really like. 

If you’re interested in scaling a company or pivoting into seeking out venture capital, download this episode!

Tune in for topics like:

• What is venture capital
• Types of companies who should seek out venture capital funds
• What differentiates ISA from other VC firms
• The three most important questions you need to ask yourself before pitching
• Having a give first mentality
• One of the biggest misconceptions early stage founders have
• Why generating revenue is always better than raising capital
• How to know which fundraising option is right for you

Links from the episode:

• ISA Ventures website 
• ISA Ventures Facebook
• KinoSol website

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!

In this week’s podcast episode, Emily chats with Jodi Frank from Culineer, an app designed to build a community for home cooks who want to buy directly from farmers. Culineer is set to bridge the gap in marketing for the $70B direct-to-consumer farming industry.

Jodi got her start in medical communications working for Bristol Myers before leaving that job to raise her children. After teaching at a local community college in the marketing department, Jodi was ready to finally get to work on an idea she’d had brewing for a decade: an app that would make it easy to source local ingredients and find recipes while also connecting with your local community. That idea morphed into what is now Culineer.

Listen as Jodi shares more about her journey to creating Culineer, from sourcing developers, to finding a design team, to figuring out the best business model and revenue streams. Jodi shares how her initial idea for her app evolved into supporting an untapped market, CSA’s (community supported agriculture). Jodi also explains the difference between crowdfunding sites like Kickstarter vs. the platform Jodi is currently using, Wefunder.

Fellow startup lovers, sustainability advocates and curious humans, you’re going to love this one!

Tune in for topics like:

• How the food industry has evolved in the past century
• Finding an untapped market and pivoting to serve it
• Putting together the right team and messaging to build Culineer
• Why food deserts exist and how to decrease them
• How to use the Culineer app as a customer and a farmer
• Equity-based crowdfunding - what it is and why it works
• Why Jodi wants to build a zebra rather than a unicorn

Links from the episode:

• Invest in Culineer here on Wefunder
• Culineer Instagram
• Culineer Website

Use code LEGEND to get 10% off all House of Wise products

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!

In this week’s podcast episode, Emily chats with Lyn Johnson & Sara Sparhawk, the co-founders and creators of West Tenth, a venture capital backed app and movement to support more women-owned, home-based businesses in local communities all across the country. By simply downloading the app, you can shop the talents of women in your neighborhood like to find a homemade pie for your thanksgiving dinner or a tutor for your middle schooler.

Sara & Lyn got their start in finance together in New York City but went their separate ways, Sara to the tech startup world in Silicon Valley and then on to Amazon while Lyn stayed on the East Coast and worked her way up to CFO of a financial advisory firm. After Lyn made the decision to go back to graduate school, she started considering the idea of starting her own business and reached out to Sara to partner up. They both were passionate about closing the gender wealth gap and putting more money into women-owned businesses so they ideated until they landed on the idea for West Tenth: a marketplace that would allow women to monetize their talents and the average person to put more dollars into women-owned businesses in their community.

Lyn & Sara offer up an honest look at their story on the podcast today, chatting about what it was like to build an MVP (minimum viable product), raise capital from friends and family before finding a VC that they aligned with, and a recent holiday campaign they did to put more dollars into women-owned businesses (‘tis her season).

Tune in for topics like:

• Gender wealth gap - what it is and how it’s different from the gender pay gap
• How to use West Tenth as a customer and a seller
• The growing pains that come with scaling your business
• Why the standards for women today are impossibly high
• How West Tenth allows women to turn domestic skills into profit
• The unexpected connection that led to the right Venture Capital firm
• What’s next for West Tenth

Links from the episode:

• West Tenth website
• West Tenth Instagram
• West Tenth iPhone App
• West Tenth Andoid App

Use code LEGEND to get 10% off all House of Wise products

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!

In this week’s podcast episode, Emily chats with Ashley K Stoyanov Ojeda, a community builder, business development coach, author, and founder of a nonprofit called Womxn Crush Music. With a background in journalism and public relations, Ashley has held roles in a variety of industries. But the common thread throughout them all is her heart & knack for helping people turn their passions into something tangible & profitable.

After college, Ashley served in community marketing for Yelp, which taught her a lot about community building and how to connect local businesses to people in their area. Her time there inspired her to create her own community for women and non-binary songwriters in Portland called Womxn Crush Music. Within her first year as founder, she expanded to 16 different cities with over 50 volunteers. It’s now an international nonprofit and is almost 5 years old. 

The experiences she gained from creating a nonprofit led her into the startup world, making her a pro at building authentic communities for several different brands before landing in her current role at OwnTrail. As if that wasn’t a lot, she also coaches business owners and has seen major success. She also has a new book debuting in February 2022 called Jefa in Training all about business development and geared towards Latina business owners. Endorsed by celebrities like Eva Longoria, Ashley saw a gap in the marketplace for business owners she could relate to, she wrote her own!

Listen to hear more about Ashley, her career journey, and her advice for current and aspiring business owners.

Tune in for topics like:

• Ashley’s unique career journey
• The ins and outs of building a non-profit organization
• Ashley’s experience coaching business owners like Melissa Gallardo from Bonita Fierce Candles
• What community building really means and how to do it
• The process of publishing a book
• Advice for local business owners 

Links from the episode:

• Ashley's Instagram
• Ashley’s Website
• Resource: Hello Alice Website
• Womxn Crush Music Instagram
• Mujerista Website
• Own Trail Website
• Bonita Fierce Candles Website
• Jefa In Training Details

Use code LEGEND to get 10% off all House of Wise products

Follow me (Emily Steele) (Love Local) on Instagram for a little business + a little life, and a whole lot of positive energy!