5min readBusiness 26 June 2019
Pivot: the word every entrepreneur dreads. When a business owner thinks of the word pivot it brings immediate anxiety and stress. Even before we made the decision to pivot, whenever an entrepreneur would tell me that they had "pivoted" I would congratulate them externally but then begin to judge. I would feel, obviously, bad for them because in my mind I viewed it as a failure.
Why does one pivot? One pivots because either what they are doing is not working at all or simply not growing fast enough to reach the next stage in the life cycle of business. Many times, entrepreneurs don't pivot fast enough because they're so in love with their original idea that they can't see the forest from the trees. I get it. It's your baby, your dream, your company. The market should want it. Right? Customers should buy it. Right? You should experience explosive growth. Right? Yes and no. Yes, if your timing is right and all your stars are aligned. No, if you're fighting against the stream wanting the market to listen to you when you are not listening to the market. You know that children's song, row row row your boat gently down the stream? That's a metaphor on life. You want your business to go with what the market is telling you and not against it. Row your boat gently down the market stream and you'll get there much faster.
Before I get into our pivot, it's important to explain how we got there and how our journey began. I had a long career on Wall Street, but I always longed for my own business. I just wasn't sure what that was going to look like. One night over drinks my best friend Leslie and I were discussing the ridiculous amounts of money we were spending on our hair extensions. When I mean ridiculous, I am talking either pay your rent or get your hair did ridiculous. I always say we were so skinny back in those days because we were more likely to spend money on hair than food! But then the lightbulb went off. That's how Lux Beauty Club was born.
We thought, "We're smart, we can figure this out." We started sourcing our hair from various suppliers in China until we found a consistent one, and then we were off. We started selling it to our friends and salons around the city, which then grew to a full-blown side hustle. We had people coming at all hours of the night to our apartment for hair emergencies. I think our landlord must have thought we were selling drugs! Thankfully he was kind enough to simply leave us alone. A few months later we put up a website and we continued growing organically at a steady pace, and once we got on Amazon our sales doubled. We were rocking and rolling until two very significant things happened. Well, three really. Competition got stronger with every influencer "owning" their brand of extensions, Amazon allowing the Chinese to flood their marketplace and most importantly, our consistent quality suppliers started to cut corners and dilute the product. We had been watching a competitor raise millions from venture capitalist firms and, of course, the company was run by three dudes selling weaves to black women. But they, too, started to have major problems with their sources from China. They were getting crushed by terrible reviews, at that moment I knew we had to make a change. It took us months to find a supplier elsewhere that believed in us and would want to do business with us. And, most importantly, still allow us to be competitive. We knew it was imperative we got the source: India.
Now, as all this was happening, I was also spending the majority of my time fundraising for the company. The few investors that came on initially got it immediately, but for the rest it was like banging my head against the wall to get these mostly white VC men to understand the market opportunity. Even, most "female-focused" VCs were a challenge for us. We managed to survive with our angel investors and for them I am eternally grateful.
Once we switched our entire supply chain to India, the quality was a game changer. Although not perfect, we were lucky that we were still small and able to make that change early on. The guys that raised millions, not sure how they would manage. We did have to increase our prices a bit, but we didn't think that would matter. But in the end, it really did. We found that although the customer was getting the best quality for a little bit more, they didn't care. They still wanted the cheap stuff. Oh, and Amazon? Our sales were dropping even there since they were offering hair extensions for $14 dollars. We couldn't compete with that. The signs kept on coming and coming. Our baskets at checkout were over 250 dollars, but we didn't have the heavy customer acquisition dollars to fight the fight. Our Indian supplier was incredible, but you have to remember, human hair is still a human, living thing. No matter how great your quality control, there is always going to be problems.
At this point, my business partner Leslie and I had our come-to-Jesus moment one afternoon. After listing the pros and cons of our business and the constant issues, we knew it was time to change. It was time to SWAAY the narrative.
We had both been wearing hair extensions for years, but because of thinning hair we had recently started using holistic products to help our own hair grow thicker, taking a break from the extensions. We had also both been experimenting with CBD oil for its various benefits, and we had hooked our families on it as well. That's when we had our second a-ha moment. By tackling the issue at the root (ahem) of the problem by taking a holistic approach to hair and beauty. It was a winning combination. I mean, beauty comes from within after all so why not package it that way! Fueling the inside not only benefits your inner self, but it also improves the outer byproduct (hair, skin and nails). It is life changing.
Leslie is a registered nurse so she set out formulating our blends with scientists to ensure we had the perfect elements, vitamins and levels for dosage. We were making truly organic 100% CBD infused products for women by women. It was like a light switch had turned on and we could see clearly. Since the "pivot" we have experienced explosive growth through distributors, salons and our very own customer base. We found she was as loyal as they come. Because after all, who doesn't love CBD? The benefits are tremendous, and we use our products every day. I find solace in knowing our offering is so well-rounded now; the pivot was worth it. We are now rowing gently down the stream and not against the current. It's a product that has a very low return rate since there are zero issues on color, quality, or anything of that sort. But most importantly, I can sleep now for a number of reasons. It has been much easier to find investors that understand our space and want to invest. Wholesale orders have been growing everyday via our network and we are even in talks for licensing deals. But our Sleeping Beauty product has also helped my mood and sleep as well. Shameful plug.
My journey was a necessary one, and though it has been littered with disappointing ups and downs, we wouldn't change it for the world. Why? Because we learned so much on how to build a CPG company that now just happens to sell CBD products. Without that knowledge, we wouldn't have been able to move so quickly. It takes people years to create packaging, formulas, strategy. We did what couldn't be done in 6 months. Experts told us it would take 36 months and be very costly, we knew that was all bullshit. We had the team, the knowledge and now the perfect product. No, has always fueled us but the yesses feel pretty good now.
So, I say to all those out there, if you feel a pivot coming on embrace it; go full steam ahead, jump fully in and listen, fully pay attention. After all you are the one standing in the way of your success.
From Your Site Articles
Related Articles Around the Web
- In Our Cynical Age, No One Fails Anymore — Everybody 'Pivots ... ›
- Pivoting your startup is a sign you're evolving, not failing - Silicon ... ›
- VC Fred Wilson: Pivot or Fail? | Inc.com ›
- Self-Made Billionaire Todd Wagner On Pivoting Sucessfully ›
- Talk of Silicon Valley: Is "Pivot" the New "Fail"? | Startup Grind ›
5 Min Read
Sometimes it takes falling to rock bottom in order to be built back up again. I learned this many years ago when the life I'd carefully built for myself and my family suddenly changed. But in those times, you learn to lean on those who love you – a friend, family member or someone who can relate to what you've been through. I was lucky enough to have two incredible women help me through one of my lowest moments. They taught me to love myself and inspired me to pass on their lessons each da
If it weren't for the empowering women who stepped up and brought fitness back into my life, I wouldn't be standing – in the door of my own business – today.
In 2010, I was a wife, a mother of three, and had filtered in and out of jobs depending on what my family needed from me. At different points in my career, I've worked in the corporate world, been a stay-at-home mom, and even started my own daycare center. Fitness has always been a part of my life, but at that point being a mom was my main priority. Then, life threw a curveball. My husband and I separated, leading to a very difficult divorce.
These were difficult times. I lost myself in the uncertainty of my future and the stress that comes with a divorce and found myself battling anorexia. Over a matter of months, I lost 40 lbs. and felt surrounded by darkness. I was no longer participating in my health and all efforts to stay active came to a halt. I didn't want to leave my home, I didn't' want to talk to people, and I really did not want to see men. Seeing my struggles, first my sister and then a friend, approached me and invited me to visit the gym.
After months of avoiding it, my sister started taking me to the gym right before closing when it wasn't too busy. We started slow, on the elliptical or the treadmill. This routine got me out of the house and slowly we worked to regain my strength and my self-esteem. When my sister moved away, my good friend and personal trainer started working out with me one-on-one early in the morning, taking time out of her busy schedule to keep me on track toward living a healthy life once again. Even when I didn't want to leave the house, she would encourage me to push myself and I knew I didn't want to let her down. She helped me every step of the way. My sister and my friend brought fitness back into my everyday routine. They saved my life.
I began to rely on fitness, as well as faith, to help me feel like myself again. My friend has since moved away, but, these two women made me feel loved, confident and strong with their empowerment and commitment to me. They made such an incredible impact on me; I knew I needed to pay it forward. I wanted to have the same impact on women in my community. I started by doing little things, like running with a woman who just had a baby to keep her inspired and let her know she's not alone. I made sure not to skip my regular runs, just in case there was a woman watching who needed the inspiration to keep going. These small steps of paying it forward helped me find purpose and belonging. This gave me a new mentality that put me on a path to the opportunity of a lifetime – opening a women's only kickboxing gym, 30 Minute Hit.
About four years ago, I was officially an empty nester. It was time to get myself out of the house too and find what I was truly passionate about, which is easier said than done. Sitting behind a desk, in a cubicle, simply didn't cut it. It was hard to go from an active and chaotic schedule to a very slow paced, uneventful work week. I felt sluggish. Even when I moved to another company where I got to plan events and travel, it was enjoyable, but not fulfilling. I wanted to be a source of comfort to those struggling, as my sister and dear friend had been to me. I wanted to impact others in a way that couldn't be done from behind a desk.
I began to rely on fitness, as well as faith, to help me feel like myself again.
When I heard about 30 Minute Hit, I was nervous to take the leap. But the more I learned about the concept, the more I knew it was the perfect fit for me. Opening my own gym where women can come to let go of their struggles, rely on one another and meet new people is the best way for me to pass on the lessons I learned during my darkest times.
Kickboxing is empowering in itself. Add to it a high energy, female-only environment, and you have yourself a powerhouse! The 30 Minute Hit concept is franchised all over North America, acting as a source of release for women who are just trying to get through their day. I see women of all ages come into my gym, kick the heck out of a punching bag and leave with a smile on their face, often times alongside a new friend. 30 Minute Hit offers a convenient schedule for all women, from busy moms to working women, to students and senior citizens. A schedule-free model allows members to come in whenever they have a free half hour to dedicate to themselves. Offering certified training in kickboxing and a safe environment to let go, 30 Minute Hit is the place for women empowerment and personal growth.
Through my journey, I have learned that everyone is going through something – everyone is on their own path. My motivating factor is knowing that I can touch people's lives everyday just by creating the space for encouragement and community. It's so easy to show people you care. That's the type of environment my team, clients and myself have worked hard to create at our 30 Minute Hit location.
Fitness saved my life. If it weren't for the empowering women who stepped up and brought fitness back into my life, I wouldn't be standing – in the door of my own business – today. The perfect example of women empowering women – the foundation to invincibility.
This article was originally published September 12, 2019.