The Business of You with Rachel Gogos

How do you sell someone a product they don't know they need?

When Sheri Chaney Jones launched her impact management platform, most of her customers didn't even know what impact management was. A few years later, it's become an industry standard.

Sheri is a renowned social entrepreneur and impact measurement expert. With over two decades of experience, she has transformed the efficacy of nonprofits and government organizations through data-driven strategies. As the founder of Measurement Resources Company and SureImpact, she's dedicated to enhancing social sector performance. Sheri is also an author, professor, and advocate for women's equity, holding degrees from Central Michigan University and The Ohio State University.

Create Your Own Category

As a consultant, Sheri's job was to build impact measurement frameworks to help nonprofit organizations understand the effectiveness of their programs. She worked with each client to determine which data to collect and how to collect it, but the process was very manual. She started searching for software that would keep that information at their fingertips, and when she couldn't find it, she created it.

When Sheri launched SureImpact in 2020, it was the first impact management platform on the market–a term that no one else was using, but her competitors have since rebranded to include.

From Service Provider to Software Company

In Sheri's consulting business, she knew how to do every job. Launching SureImpact was a new challenge because she didn't know how to code software. While she's still the CEO, she had to learn how to pitch angel investors, find the right team, and report to a board.

As the first software of its kind, SureImpact has done a lot of market education. In 2020, most nonprofits didn't account for impact measurement in their budget because they didn't know it was possible.

In the early stages, Sheri hesitated to leverage her personal brand and network. As a tech CEO, she didn't think personal branding was as relevant as it had been to her consulting company. But she realized it was her experience that inspired SureImpact–and that if she wanted to break into the market, she needed to share her story.

Now, Sheri leverages her platform through speaking engagements, blogs, webinars, and even a book: Impact & Excellence: Data-Driven Strategies for Aligning Mission, Culture, and Performance in Nonprofit and Government Organizations. As a result, SureImpact has increased new customers by 50%.

Enjoy this episode with founder Sheri Chaney Jones…

Soundbytes

8:58-9:15 "When we went talk about branding, when we went to market in 2020, we called ourselves the first impact management platform on the market. And what's been fascinating is, since launching, some of our largest competitors have rebranded themselves as an impact management platform."

14:23-14:36 "So prior to even launching, launching true impact, I had been traveling, speaking at conferences, talking about how to create these data driven, high performing cultures. And so we've just leveraged that platform I'd already had."

19:59-20:39 "If I write and start with a place of gratitude and start my day with writing everything I'm grateful for, and then maybe my wishes or my prayers. Then once I get through that laundry list of stuff, what's so interesting is a new level of inspiration will show up, and I'll start writing in the third person, which is so fun. It's so fun when my journaling takes that shift where I'm writing to myself, and it's almost like my inner self, or the self that has that wisdom or intuition is guiding me and telling me what to do."

Quotes

"I've always been fascinated by using data to predict performance."

"For entrepreneurs and businesses, we have some pretty common metrics we use. But these non-profits and social sector organizations have to add another layer of metrics to the conversation: are they changing lives and changing circumstances?"

"I didn't find the product on the market that was solving the problem that I thought needed to be solved. So we built a product for the future."

Links mentioned in this episode:

SureImpact website: https://www.sureimpact.com/

Measurement Resources Company: https://measurementresourcesco.com/

Connect with Sheri on LinkedIn: https://www.linkedin.com/in/sherichaneyjones/

Aakash Shah struggled with allergies for years before finally finding permanent relief. Now he's helping others access the same life-changing treatment–all from the comfort of their own homes.

Aakash is the founder and CEO of Wyndly. He holds BAs in Computer Science and Cognitive Science from the University of Virginia. After graduating, he helped found and grow several startups, two of which he saw through successful acquisitions. In 2020, Aakash joined forces with his cousin, Dr. Manan Shah, to found Wyndly: a 5-star online telehealth experience that provides convenient access to allergy immunotherapy.

From Computer Science to Telehealth

The idea for Wyndly began with Aakash's own allergy issues. After being thrown around the healthcare system for years, none of the allergists he'd seen could fix the problem. The best solution they could offer him was to visit their clinic weekly for treatment.

Aakash's cousin suggested a popular alternative in Europe, where doctors mailed their patients sublingual (under the tongue) immunotherapy treatment. It worked: Aakash experienced permanent allergy relief. He sold his wife and sister-in-law on the same regime, and when they had similar results, he knew there was business potential.

Wyndly now provides permanent, fully remote allergy relief. Their customers receive personalized treatment in the mail and unlimited access to their team of doctors via text message, chat, and email.

A Unique Business Model

When Wyndly launched in 2020, Aakash noticed two key marketing trends: first, people were more open to buying healthcare products online. Second, more people were self-educating themselves through video content. They capitalized on the first trend by providing a fully remote experience. As for the second trend, Wyndly's TikTok videos average around a million monthly views.

A few years later, they've branched into other marketing strategies like SEO, paid ads, and email marketing. They also accept referrals from other doctors.

Wyndly's business model is unique because most healthcare businesses are dictated by what insurance companies are willing to cover. Although Wyndly accepts insurance, most customers are happy to pay $100/month for permanent allergy relief. They also offer a compelling guarantee: try it out for six months, and if you don't experience relief, they'll issue a full refund.

Enjoy this episode with founder Aakash Shah…

Soundbytes

6:30-6:49 "This is just so much better that the world has to be experiencing it. And that was my shift into entrepreneurship, right? Once I realized that there was a big enough problem that I felt passionate enough about…there just has to be someone chasing after this."

12:58-13:20 "It's really important to know where your first 1-2,000 customers are going to come from. And a lot of times, people out there will say, 'Well, try Facebook ads] or try door-to-door sales or this or that. And maybe those will be right. But you really have to sit down and talk to folks and try to identify where are your buyers coming from."

Quotes

"I built the medical experience I wish I had."

"That's probably the #1 way people become entrepreneurs, they see someone else do it and decide to take the leap behind them."

"It's really important to know where your first 1,000-2,000 customers are going to come from."

"It's important to understand who your specific customers are, and we did that by just sitting down and talking to them."

Links mentioned in this episode:

Aakash's website: https://www.aakash.io/

Wyndly website: https://www.wyndly.com/

Connect with Aakash on LinkedIn: https://www.linkedin.com/in/mraakashshah/

If you want to grow your e-commerce or retail sales–or you happen to be a cigar lover–this episode is for you!

David Garofalo is the owner of Two Guys Smoke Shop, the largest independently owned and operated cigar retailer in the world. He's also the host of The Cigar Authority Podcast and author of the book David vs. Goliath: How to Compete and Beat the Online Giant. David's other business ventures include 21 Podcast Café, where he helps promote and market other small businesses, and United Cigar, a B2B cigar wholesaler and U.S. Distributor.

A Business Built to Last

David founded Two Guys Smoke Shop in 1985 and now has three generations of family who work with him. Aside from their brick-and-mortar locations, they also run a thriving e-commerce business.

Google and Facebook have made it difficult to run cigar advertisements, so David turned to podcasting. Over a decade later, The Cigar Authority is the longest-running and most listened-to cigar podcast in the world. It also grew their online sales exponentially–which saved the company during COVID-19.

Having survived both the pandemic and the 2008 recession, David's mission is to pay it forward by helping other retailers survive tough times.

Stand Out From the Crowd

David's biggest piece of advice for business owners is not to copy other brands. Find your own thing, whether it's your customer experience, a new marketing angle, or the products you offer. When each business is unique, there's room for everyone.

Another way to stand out from competitors is through great customer service. These days, quality service is rare, and people remember a positive experience–especially in retail. Online retailers can offer better pricing, free shipping, and the convenience factor, so you need to provide something they can't: human connection. Give people an experience to remember when they come into your store.

Enjoy this episode with entrepreneur David Garofalo…

Soundbytes

26:32-26:48 "I started podcasting in 2010. Those were the days I had to show people, 'Here's what a podcast is'. No one knew what it was. I did that to help my brick-and-mortar retail, but what it really did was help my online sales."

32:41-33:20 "I went right to work, I didn't go to college. I was actually pretty bad in school also. I was a C-D student. I tried, it was always A for effort but I couldn't take a test well. I got into the cigar business, I became an expert as fast as I possibly could. That little cigar boom I told you about happened. And I got a call one day from Harvard University…and they said, 'We'd like you as a speaker at Harvard University. I said, 'You've got to be kidding me.'"

40:32-40:56 "Don't try to be me. Don't try to do that, because you're not going to be as good at being me as I am. So figure out another way to do it. There can be all kinds of restaurants down the street, they all make it. But if one is doing the exact same thing as the other, they can either split the business or one gets the crumbs from the other. You just can't do it, so come up with your own thing."

Quotes

"You need to love what you do and be passionate about it, especially as a salesperson."

"I didn't go to college. I was actually pretty bad in school...but I got into the cigar business, I became an expert as fast as I possibly could. And I got a call one day from Harvard University…and they said, 'We'd like you as a speaker at Harvard University.'"

"I'm going to help other retailers for the rest of my life. Because I've gone through tough times like everybody else has."

"Do something different. Make a splash."

"The people that say, 'Dave you're very lucky,' don't know me. They don't know how hard I worked. Because luck had nothing to do with it. The harder I worked, the luckier I got."

Links mentioned in this episode:

Visit David's website: http://DavidGarofalo.com

2 Guys Cigars: http://2GuysCigars.com

The Cigar Authority: https://thecigarauthority.com

David vs. Goliath: How to Compete and Beat the Online Giant: https://store.bookbaby.com/bookshop/book/index.aspx?bookURL=David-vs-Goliath&b=c_bu-bu-bl

Do you know the difference between a plan and a strategy? To reach your business goals, you need both. Today's guest shares a new approach to growth strategy.

As the Founder and CEO of Demand Metric, Jesse Hopps has spent the last 18 years working with senior executives at many of the world's largest organizations to accelerate revenue growth with focused problem-solving. He's on a mission to help 500 clients earn $500K+/year in semi-retirement doing growth strategy work. He is disrupting what he calls the broken growth model of the Strategy Consulting industry, which is largely controlled by Ivy League firms that are being increasingly questioned about the effectiveness and value of their services.

Demand Metric has served over 8,000 clients including Microsoft, Salesforce, Apple, Amazon, Fidelity Investments, US Bank, Verizon, and many more!

Building a Marketing Membership

Jesse and his partners grew a community of over 250,000 marketing professionals through SEO content marketing and email. Their goal was to provide a productized version of consulting through research-based, customizable tools. Today they have over 670 templates, including everything from case studies to marketing plan presentations, job descriptions, and CRM assessments.

A major turning point for the company came when they started content licensing with large organizations, first the American Marketing Association (AMA) and later the Association of International Product Managers & Marketers (AIPMM). Those partnerships put Demand Metric on the map as a credible brand and industry leader. Soon enough, more organizations began to reach out for research reports and custom content.

Plan vs. Strategy

Jesse's mission is to disrupt the consulting industry by providing more value to the client. His approach is based on the book Good Strategy, Bad Strategy by Richard Rumelt, which focuses on challenges over goals.

Most business leaders base their strategy on goals: they want to reach a certain revenue number and they have a plan to achieve that goal. But you need a strategy to overcome any potential obstacles on the path to that goal. The first step is to get all the issues on the table that might prevent you from achieving your vision. Then, figure out which problems you need to solve to make achieving your goal inevitable.

Enjoy this episode with founder Jesse Hopps…

Soundbytes

12:46-13:20 "They taught me that if you've got emails and people that are engaged and a good audience, you can monetize this. I had no idea, that wasn't what we set out to do in our business. It was always a subscription model, working with these associations. I said, 'What do people pay for that kind of thing?' They said, 'We'll give you $5,000 if you send this email out. I said that's probably the easiest $5,000 I've ever made in my life."

24:13-24:39 "Anyone who's been in consulting knows it can be very lonely if you're an entrepreneur or solopreneur. So having a group of others, going through building their business, bouncing ideas off of them…We've built online communities before. It's hard to get them really active and a great culture in a community, but this one kind of just took off on its own. I think mainly because there was a common purpose and vision for the group."

31:03-31:24 "The art of strategy isn't so much about setting big goals and then creating a bunch of disconnected initiatives around hopefully all these things added up will equal us hitting the goal. It's about getting all the issues of why you maybe won't hit that goal on the table and figuring out what would need to be true, what would need to be solved, in order to make achieving that goal inevitable."

Quotes

"Everything we've built has been based on request."

"We take theory and turn it into simple, practical tools that are flexible and customizable."

"There was an alternative way to deliver value to a big company that the big consulting don't really do. The client taught me that there's a lot of value in having someone work alongside of them and their team as a coach."

"I want to disrupt the traditional consulting paradigm. I think the McKinseys of the world have been charging a lot of money for nice-looking plans, but a lot of them fail to get executed."

"The art of strategy isn't so much about setting big goals… It's about getting all the issues of why you maybe won't hit that goal on the table."

Links mentioned in this episode:

Demand Metric website: http://www.demandmetric.com

Connect with Jesse on LinkedIn: https://www.linkedin.com/in/jessehopps

Connect with Jesse on Instagram: https://www.instagram.com/jessehopps/

If you want to scale your business for more profit and peace of mind, the solution comes down to one word: systems.

Ernesto Mandowsky is an expert in designing systems that grow with you. As the founder of The Million Dollar Machine, he helps scaling service providers design systems to improve revenue, retention, and peace of mind. His mission is to democratize business transformation tools. Ernesto shares his insights on Million Dollar Machine Media across Spotify, Youtube, and LinkedIn.

The 6Ps

When it comes to designing systems for your business, Ernesto recommends looking at six core pillars:

• Priorities: How do you set goals for your company?
• People: Who do you want to develop key relationships with?
• Products: How are you delivering your products and services?
• Promotion: How are you communicating with your audience? What type of content are you creating?
• Playbooks: What checklists, processes, and SOPs do you need?
• Planning: What are your daily, weekly, monthly, quarterly, and annual planning cycles?

The Power of One Offer

The biggest challenge that service providers face is having too many offers. Ernesto recommends focusing on just one or two core offers to avoid stretching yourself too thin. When deciding what your core offers should be, consider how much time and money it costs to deliver each service.

In Ernesto's business, he's worked on projects anywhere from $500 to $45,000, but his sweet spot is $3,000-$10,000. Projects in that range provide the best time for money value. For most service providers, Ernesto recommends aiming for the $10,000 mark.

When you think you have a great offer, ask yourself how it will expand your capacity for growth. Will it save you time or make you more money? How many clients do you need at that price point to reach your revenue goals?

Enjoy this episode with Founder Ernesto Mandowsky…

Soundbytes

3:44-4:24 "In my late teens, I said how can I bring people together, specifically my friends from school. We're from Miami and used to throw a lot of parties in these warehouses. And I said, 'When I become a senior, I'm going to throw a party that's 10x better than the parties I was going to.' And lo and behold, skip the details, but I rented out a club at the Hardrock Hotel here in Fort Lauderdale…and managed to bring 2,000 people to this venue and make $30,000 in revenue in one night."

Quotes

"My magic was around creating a five-star experience to help entrepreneurs change, grow, and adjust as their business is scaling and evolving."

"I try to help people think: 'What is a $10,000 offer?'"

"I'm making sure I'm taking care of my things I need to get done, so I can show up more excited for my community."

Links mentioned in this episode:

The Million Dollar Machine: https://www.themilliondollarmachine.com

Connect with Ernesto on LinkedIn: https://www.linkedin.com/in/ernestomandowsky/

A great customer experience is the difference between someone choosing to buy from you again…or switching to your competitor. Today's guest will help you turn one-time buyers into repeat customers through a powerful experience and community engagement.

Jess Cervellon is the Founder of Open Late Collective, an agency blending brand strategy, insights, CX, and digital marketing. As the former Vice President of Customer Experience at Feastables, a $100M+ chocolate venture founded by YouTube superstar Mr. Beast, Jess is laser-focused on crafting unforgettable customer experiences. She's become a go-to expert in creator brand strategy and end-to-end customer experience.

Mapping Your Customer Journey

At their cross-disciplinary agency, Jess and her team help clients with everything from positioning and messaging to content marketing and community building–but there's one piece that provides the foundation, and that's customer experience.

Your customer experience needs to be consistent and on-brand through every part of the process, from awareness to acquisition to conversion to post-purchase and retention.

Start with the awareness phase of your customer journey: what are your top-of-funnel awareness channels? Where are customers coming from? From there, look at how you're going to turn that traffic into leads and sales (acquisition). Your website, messaging, and positioning all have a role to play. Jess recommends looking at each platform as a separate funnel, for example mapping out the journey your customers take on your website.

Building Community Around Your Brand

No matter what industry you're in, community is an essential part of brand-building. You need to engage with your audience regularly, whether that means replying to comments and DMs on social media, activations in retail, or hosting pop-up events to spread brand awareness.

For newer brands, start by building your email list, even if you already have a large social media following. Remember that you don't own your followers' contact information. Try to cross-pollinate as much as possible, sending people from social media to your website and vice versa.

Enjoy this episode with customer experience expert Jess Cervellon…

Soundbytes

7:57-8:16 "Customer experience is really important and thinking about customer experience as not just support, but thinking about your customer experience from everything from awareness to acquisition to conversion to post-purchase. Every portion of that customer's journey is so important and you need to bleed your entire brand identity through that customer experience."

Quotes

"We want to help brands be informed by data, not just gut feelings."

"I know my bread and butter is the creator world and CPG world and I want to help people within those realms. I don't want to take on additional things that I can only half-ass. We only operate at 110."

"Everyday is different and it's all about asserting different boundaries."

Links mentioned in this episode:

Open Late Collective: https://openlatecollective.com/

Connect with Jess on LinkedIn: https://www.linkedin.com/in/jess-cervellon/

The Juice with Jess Podcast: https://juice.kustomer.com/

Feastables: https://feastables.com/

We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!

In Part 2 of our conversation with Joelle Flynn and Sonia Hounsell, the Co-Founders and best friends share valuable advice for women launching product-based businesses.

Sonia and Joelle did not plan on breaking into the oral care industry, but now they're seasoned experts. After Joelle came up with the brilliant idea for a reusable 2-in-1 toothbrush and toothpaste combination, she partnered with her friend Sonia Hounsell. With experience in product development and marketing, Sonia was prepared for the long haul of bringing a product to market and growing a brand.

Joelle Flynn and Sonia Hounsell officially launched FunkkOFF!® in 2021, eleven years after the idea's original inception. Designed with women in mind, FunkkOFF!® TeethRefreshers® are the only 2-in-1 toothbrush-toothpaste beauty essential that is reusable 30x to keep your smile fresh & white. TeethRefreshers® come in multiple colors and easily fit into a purse, backpack or jacket pocket for an on-the-go refresh. Their products contain no fluoride, BPA's, sulfates, or dyes.

After Sonia and Joelle recently appeared in an episode of Shark Tank, they received a major financial investment and were able to grow their inventory and marketing exponentially. FunkkOFF!® has been featured in Travel + Leisure, the LA Times, NBC, Real Simple and ABC.

The art of business partnerships

People often ask Joelle Flynn and Sonia Hounsell what it's like being in business with your friend. Their answer is encouraging: It's great, as long as you stick to your strengths.

In the early days of their business, Sonia and Joelle had to do everything together. All decisions were made with each of them weighing in, and they collaborated on every project. It was a whirlwind time, and each of them were raising young children as they made it happen.

Once the business got off the ground and began to gain momentum - and after they appeared on an episode of Shark Tank - Sonia and Joelle began to clarify their independent roles more explicitly. With an increased workload and ever-growing online brand, it was time to divide tasks according to their respective strengths.

Ever-supportive of one another, Sonia and Joelle decide who does what by looking at one another's natural capabilities. The Co-Founders give us a valuable lesson in supporting one another and respecting the innate abilities of different members of a team. Especially at the executive level, it's essential to stick to what you're good at.

Women supporting women

The episode of Shark Tank did a great job highlighting their business. However, it left out something really important: How supportive the sharks are for women entrepreneurs on the show.

Just a few decades ago, women in business did not have access to the same opportunities as men had. Now, investors and serial entrepreneurs are stepping in to bridge the gap and help give women a leg up.

Sonia and Joelle raved about how kind the sharks were as they pitched and explained their business. Sonia says - what didn't air on tv was their genuine support.

After the sharks initially said no to Sonia and Joelle's offering, they were stopped on their way out the door - and offered a financial boost in the form of $250,000 from Robert Herjavec. As he put it, his wife Kym would love their product.

Take advantage of resources

Whether you're launching a product or service-based business, Sonia and Joelle have a piece of insight for you that you won't want to miss: Take advantage of every free resource you can.

During the process of designing and launching FunkkOFF!®, they took their time to seek out free or inexpensive services to support their goals, starting with their product design. Upon contacting professional product designers to help them create a prototype for the TeethRefreshers®, Sonia and Joelle discovered that product design consultations are usually free. The consult came with numerous pieces of advice that ultimately helped them succeed.

Not only did they receive a free consultation with product designers - the Co-Founders were overwhelmed with how many resources were available to help women launch a business. They discovered grants, investors and professional consults with skilled entrepreneurs available to women looking to become Founders and build their brands.

Ask yourself - what resources are available to help support you? Who could you approach for encouragement and support as you bring your ideas to life?

Enjoy this useful and encouraging episode of The Business of You, featuring Joelle Flynn and Sonia Hounsell.

Soundbytes

Sonia 20:13 - 20:52 "20 or 30 years ago, a female entrepreneur was at a disadvantage. Today we're really lucky. Joelle and I both have daughters - I really am hopeful that in 10 to 20 years, when our daughters are potentially entrepreneurs - that it's gonna be exponentially better. That's part of the reason we do this - for our kids, to be role models and break barriers that have been breaking since we were young but still have a ways to go."

Sonia 16:05 - 16:18 "Innovation is almost like the step in the door, but if you want to stay in the room, you have to have all the other stuff wrapped around it or it won't have the opportunity you want it to."

Quotes

Joelle "What wasn't aired [on Shark Tank] was how totally supportive they were of women entrepreneurs. They were so kind. I wish that was shown more!"

Joelle "As with any founders of an organization, there is an evolution that happens. In the beginning, it was easy for both of us to do everything. We were together on everything. Then as we have grown, you just don't have time. We have to divide and conquer. Division of labor is a really powerful tool."

Joelle "We have to be a unified force. We talk a lot about priorities and we meet weekly to make sure we're on the same page."

Joelle "The numbers change and the vision grows, but the plan stays the same and we work equally as hard."

Sonia "Whatever time or money you think it's gonna take to get a product to market, multiply that by two…or ten. Things don't go the way you planned."

Sonia "The innovation of a product is the most important thing - to create the highest potential. But if you don't have the packaging and branding and communication plan, it's not going to matter. You have to connect with the consumer and make sure they understand the product."

Sonia "We've made our own lane, at an intersection between beauty and oral care that did not exist before."

Sonia "Someone can create a similar device, but no one is going to take away our brand or what we stand for. We're 100% women-owned and that is very powerful. We're all about being as natural and sustainable as we can. We give back. All of that wrapped up together helps create some protection for us."

Sonia "You really do want to ask people what they think. More than friends and family, because they will tell you more of what you want to hear. Pressure test the idea. Talk to people who will tell you what they think. Do an extensive search on what's out there and what features and benefits they provide. You want to differentiate."

Links mentioned in this episode:

Visit the website for Funkkoff at https://funkkoff.com/

Follow Funkkoff Leadership on Facebook at https://www.facebook.com/funkkoff

Follow Funkkoff on LinkedIn at https://www.linkedin.com/company/funkkoff/

Find Funkkoff on Twitter at https://twitter.com/FunkkOFF_

We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!

In this episode, we're sharing a Shark Tank success story! These two Founders combined their strengths to turn the seeds of a great idea into a best-selling product.

Childhood best friends turned powerhouse entrepreneurs Joelle Flynn and Sonia Hounsell are changing the oral care landscape with their revolutionary on-the-go oral care brand, FunkkOFF!®. Designed with women in mind, FunkkOFF!® TeethRefreshers® are the only 2-in-1 toothbrush-toothpaste beauty essential that's reusable 30x to keep your smile fresh & white. TeethRefreshers® come in multiple colors and easily fit into a purse, backpack or jacket pocket for an on-the-go refresh. Containing no fluoride, BPA's, sulfates, or dyes, you can use the easy gel formula without concern over harsh chemicals.

Sonia and Joelle recently appeared in an episode of Shark Tank, and sharks bit - recognizing the incredible value of their product offering. FunkkOFF!® has been featured in Travel + Leisure, the LA Times, NBC, Real Simple and ABC.

At FunkkOFF!®, Sonia and Joelle believe in giving back. They are proud supporters of the Smiles for Everyone Foundation, providing free dental care to those in need, both at home in the U.S. and around the world. They also helped establish an Orange County chapter of Girls on the Run, encouraging girls to pursue their dreams.

Currently, Sonia and Joelle are rapidly scaling up operations at FunkkOFF!® with their flagship product and working behind the scenes on new product offerings to release in the future.

An idea starts with a problem solved

Joelle Flynn loves red wine. But she does not love what red wine does to her white teeth!

During a day of busy wine tasting, she packed a toothbrush and toothpaste in her purse to go from tasting to tasting. After a quick brush, she was applying her lipstick when she had the ultimate aha moment - realizing that there is no product for brushing your teeth on the go that is environmentally sustainable and reusable, all-natural and easy to use.

Working around the bulky and wasteful limitations of the current products on the market, Joelle stuck a toothbrush head on a chapstick tube and started taking it to product designers. With her first prototype created, Joelle partnered with her friend Sonia and they began methodically filing and receiving patents.

Now, Joelle and Sonia are glad they did everything by the book. Filing patents took years and tons of time and energy, but set them up to compete with other dental and personal care brands in the world market.

Combining strengths, combining forces

Joelle conceived the idea for FunkkOFF!® TeethRefreshers®, and she knew who to call - her childhood friend Sonia Hounsell.

WIth 30+ years in business, Sonia knew how to launch and market a product successfully. With Joelle's ideas and Sonia's eye for business, they believed they could become successful entrepreneurs. Despite their excitement, they played the long game, never losing sight of their overall goals.

As business partners, Sonia and Joelle work to complement each others' strengths and combine their visions to grow their company. They are a shining example of knowing one another's capabilities and highlighting their best talents in business.

A Shark Tank success story

When Sonia and Joelle were invited to apply for Shark Tank, they didn't know what to expect.

Walking in with radiant smiles and glasses of red wine, they proudly proclaimed: "We all have funk…and we all need it off." But the sharks did not bite right away!

Sonia and Joelle's biggest obstacle had been money - to finance enough inventory to gain notoriety and market their product in the right places. But they never let the struggle get them down.

The entrepreneurs and friends endured an hour-long questioning session on Shark Tank about everything from their gross income to their investment to their product design. It was brutal and lengthy, but ultimately a shark bit at the last second. Investor Robert Herjavec decided to invest $250,000 to help them increase their inventory and successfully market their business.

Now, they have sold out multiple times and are working to scale their company. Enjoy this Shark Tank success story on The Business of You!

Soundbytes

Joelle 15:21 - 15:37 "We're very proud. We've done everything methodically and thoughtfully. We know it's not rocket science, but it's our flagship product - the big guys did not figure out how to make something all-in-one and reusable like we did!"

Quotes

Sonia "At the end of the day, it is a lifestyle business to help people look and feel good no matter where they are."

Joelle "I was loving my red wine - and my red wine loved my white teeth! It would turn them a funky shade of purple. I started to carry around a toothbrush and toothpaste in my little purse from winery to winery, brushing the purple funk off my teeth and heading to the next tasting. I was in the bathroom putting my lipstick on and I was like, why is there nothing quick, compact, and reusable to make it easy to use on the go?"

Joelle "I actually stuck a round spinning toothbrush head on a chapstick container and took it to product designers. Over about 8 years I filed 8 patents - to make it reusable and all-in-one."

Sonia "I loved the name FunkkOff because it's very memorable and ownable. There's a lot we can do with it as far as building out the current product in addition to launching future products. We are currently working on more products to release down the road! People love to say it, and when they say it, they smile."

Joelle "We actually walked in [to Shark Tank] with two glasses of red wine! You walk in and you want to be confident. There are a gazillion cameras, and they are really far away. Halfway through we just started answering questions. It was nerve-wracking and exhilarating. But it worked."

Joelle "The sharks were really nice. They were intimidating but they're real people - who wanted to learn about and understand our business."

Sonia "With the airing of the Shark Tank episode, our business has taken on a new level of growth. We're working through that. It's opened up opportunities in the United States, Internationally and in different markets and distribution channels. We need to focus on scaling up that business first, then we'll start adding new products to grow further."

Links mentioned in this episode:

Visit the website for Funkkoff at https://funkkoff.com/

Follow Funkkoff Leadership on Facebook at https://www.facebook.com/funkkoff

Follow Funkkoff on LinkedIn at https://www.linkedin.com/company/funkkoff/

Find Funkkoff on Twitter at https://twitter.com/FunkkOFF_

Differentiation in business involves embracing your unique strengths, experiences, and passions to create a distinct value proposition that sets you apart from competitors. It's not about being different for the sake of it but authentically showcasing what you uniquely bring to the table.

Understanding your market and analyzing your competition is essential for effective differentiation. By comparing your strengths, experiences, and positioning to those of your competitors, you can identify what makes your business stand out—whether it's a specific expertise, a unique customer experience, or a particular result you consistently deliver. Rather than fearing competition, use it as an opportunity to refine and communicate your unique value.

Effectively communicating your differentiation is crucial. Through branding, marketing strategies, or sharing your story, consistently highlight what makes you and your business special. This approach not only attracts your ideal audience but also helps build a strong personal brand.

Remember, differentiation is an ongoing process of self-discovery and expression that ultimately helps you zero in on the legacy you want to leave.

Quotes "One of the things we spend a good amount of time on in the strategic process is really helping people understand how they're different. Different in their marketplace, different than their competitors, and different in a way that helps them stand out, not just from competition, but just stand out in general."

"Trying to be different and just being different are two very, completely different things. And I think the more we are our authentic and genuine selves, actually, the more different we are."

"You are the biggest differentiator in your business."

"You do have to look at your competitors, look at their experiences, look at their strengths, look at their positioning, to understand how you have to differentiate yourself."

"I don't believe in fearing competition. I feel like there's plenty of business out there for everybody."

"Our internal 13 year old self might hear that and get really freaked out by that, right? Because all we want to do in our teen years is fit right in."

"​​We talk about soul a lot in this show, but really thinking about, you know, what is your purpose, and what are you here to do in this life that you're living?"

"In order to know where you're going, aka goals direction, you have to know who you are, and you have to reverse engineer the goal setting into impact."

"Once you do get clear on what makes you different, you have to communicate that."

We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!

When Saima Rathor and Patricia Gallardo met outside their children's preschool 15 years ago, they never could have imagined that one day they'd be founding a company together.

The two women struck up a fast friendship, and over a decade later they turned their shared passion for the transformative power of beauty products into EpicLight Beauty: a line of clean, multi-tasking products for women aged 35+ that break the standard mold of beauty.

EpicLight Beauty is inspired by Saima and Patricia's rich Latina and Pakistani cultures. Their products address the changes in women's skin, different ethnicities, and the beauty industry's perception of real women. The result is a celebration of women of all skin tones, ages, and skin types.

Since they launched last October, EpicLight Beauty has been featured in outlets like People Magazine, ABC News, and Beauty Independent.

Launching a Product-Based Business

After securing a product developer, manufacturer, and packaging company, Patricia and Saima started hitting the pavement – attending trade shows and making phone calls. With Patricia's background in product development and Saima's in finance, they made use of industry contacts and spread the word.

After a successful pre-launch campaign, they launched in October 2022. Initially, they sold direct-to-consumers online and through local pop-ups, but soon they opened an Amazon shop as well. As the company has grown, they've brought on help with their social media and now work with a team of influencers and content creators.

To avoid the pitfall that many product-based businesses fall into, Saima and Patricia have been careful to limit their skews. They focus on a select few products, all of which are multi-tasking and work for a variety of skin tones.

Building a Community Around Your Brand

EpicLight Beauty is entirely self-funded, which makes their growth even more impressive. From day one, Patricia and Saima prioritized building a community around their brand. Most of their marketing efforts center on the human connection and meeting their customers in person at pop-up events and tradeshows.

Their PR strategies have also focused on relationship-building. By reaching out to editors and making a connection, Patricia and Saima have been featured in major publications and even had their products featured in the Oscar's goody bag! They've also built a successful partnership with Erica Taylor, a well-known artist and educator in the beauty industry.

Many of Patricia and Saima's industry connections and publication features have happened through word-of-mouth – something the founders credit to their network of fellow moms.

Throughout all their marketing efforts, Patricia and Saima reiterate how important it's been for them to listen to their audience. Their tagline, "We see you because we are you" captures the heart of their brand.

Enjoy this episode with EpicLight Beauty Founders Saima Rathor and Patricia Gallardo…

Soundbytes

8:21-8:55 "As I got older, I realized I still loved makeup but I didn't see myself represented in the brands. So that's one of the things that led Saima and I to join in this process. I still see myself as a young, vibrant woman who likes to look good. I like to go out, I like to have fun, and I didn't see that in the brands I was buying."

9:53-10:05 "We don't have a lot of time anymore. Before kids, I could spend an hour on my makeup. Now it's like, 'What's something quick I can carry around with me?' We're all about convenience these days."

22:41-23:02 "Of course we want to grow and become really big, but it's more important to have an ear on the ground; listening to our friends and women of our age group, understanding what they want and what they want to see. We want to build more relationships. That's how we plan to grow."

Quotes

"It's just the feeling that I get. I can have the worst day, and if I go and put on lip gloss that I love, it makes me feel better. It has an emotional impact."

"All the press we've gotten, it's been through talking to a mom friend. It's been this amazing network of moms helping each other, helping us get in touch with Allure, People, and all these magazines. It's been wonderful to see the power of the mom network."

"We're not in a rush. We can take our time, go slowly, and have it grow organically. But we're doing it."

"Of course we want to grow and become really big, but it's more important to have an ear on the ground; listening to our friends and women of our age group, understanding what they want and what they want to see. We want to build more relationships. That's how we plan to grow."

Links mentioned in this episode:

Visit the EpicLight Beauty website: https://www.epiclightbeauty.com/

Instagram: https://www.instagram.com/epiclightbeauty/

Amazon: https://www.amazon.com/stores/EpicLightBeauty/page/A29CD316-5980-4C13-84AA-2DCC3C4014AE?ref_=ast_bln

Connect with Saima Rathor on LinkedIn: https://www.linkedin.com/in/saimarathor/

Connect with Patricia Gallardo on LinkedIn: https://www.linkedin.com/in/patricia-gallardo-547174b1/