Business 02 November 2017
Raising venture capital in today's business world is tough. Raising venture capital for women's consumer products is extra challenging. Here's why: Female entrepreneurs looking for investors are faced with an investor pool that is 97% men. Those might be great odds for dating, but for business? Not so much.
One, if not the biggest, challenge I have faced with Jewel Toned is being tasked with raising capital for women's products in a male-dominated environment.
It is logical that most investors tend to invest in things that they themselves are passionate about, would use themselves, or really understand. Since investing capital is risky business, investors have specific focus areas where they have a high confidence level for investing. This logic lends itself to the fact that most men typically do not understand women's shapewear, which makes my job even more challenging.
For example, if I am analyzing a potential investment opportunity as an investor, and I hear that the product is, let's say, a new experimental drug for cancer that is being pitched as much more beneficial for patients because of X, Y, and Z. I personally have no idea if that is usable, or if there are other products like that on the market, or if it would be too risky of a venture because in my line of business I just don't know about the medical market. That's most likely how a male investor feels when I talk about shapewear. I have to use visuals comparing Jewel Toned's Major Mini Dress to traditional ugly shapewear so male investors can visualize why my product is better than all of the other options out there.
Also, since most men would not usually be buyers or users of women's consumer products, they don't really see a need to invest in them. So, it's like looking for a needle in a haystack. There aren't many of the 97% of male investor demographic investing in women's consumer products like shapewear. Those that do may only invest in 1 women's consumer product that year, so I have to convince them to choose my brand. Keep in mind that all of my competition wants their investment dollars just as much as I do.
"It's like looking for a needle in a haystack. There aren't many of the 97% of male investor demographic investing in women's consumer products like shapewear."
As the first female business founder to independently raise $1M in 2015, I think the fact that I even raised $1M is unbelievable. I recently went to a women's networking dinner and there were ten women of above average level of accomplishment, and all of them had only raised money with the assistance of male backers – not on their own. One had used crowdsourcing, but that isn't the same thing because it does not require any proof of concept. I was able to overcome that challenge, which leads me to my next point: As a female entrepreneur, you must have persistence and determination, because this is a long and winding road, and it is going to be tough. My biggest piece of advice to women out there trying to raise capital is not to give up. There are going to be a lot of doors closing on you, but you have to be completely unwilling to take no for an answer. That doesn't mean you bang on all of the closed doors, it just means that when one door closes you go down the hall and find another door to knock on. Sometimes you might even have to build your own door in order to make your vision a reality. Become your own force of motivation. This might require you to really ramp up your efforts because you get out of things what you put into them. Don't expect to put part-time efforts into something like raising venture capital and get monumental results.
"There are going to be a lot of doors closing on you, but you have to be completely unwilling to take no for an answer."
Once you get the funding, it's all about execution. Your idea isn't worth anything. Execution is. If you don't have the tools to execute your idea and bring it to life you need co-founders who do. Hiring it won't work at first because you need people to be just as in it to win it as you are. And let's face it if it's your baby only you will be that completely involved, at least at first.
"Once you get the funding, it's all about execution. Your idea isn't worth anything. Execution is."
Another challenge I face in my business is the constant chicken-and-egg nature of the startup business. You need funding to get products, and you need products to get more funding, and you need staff to get orders, and you need orders to get funding. Starting a business is a very delicate balancing act. Getting all of this done means moving one domino ahead half an inch, and then moving another forward an inch, and then turtle stepping each domino. In addition to managing raising funds, you must also successfully weed out the needless opinions and well-intentioned advice that goes along with running a start-up business.
Lots of people will give you opinions and tell you what you can and cannot do, and rattle off about this and that. Listen to your higher self and follow your gut. We don't know Beyoncé. So many people I pitch to say, “Hey, why don't you just get Beyoncé to wear your stuff?" I don't have her cell phone number, and even if I did, she doesn't wear people's products for free. In the startup world, there is a constant string of advice that doesn't even really apply to this type of business. Tune it out. Learn how to analyze and evaluate what is important. Unless the advice-givers have done exactly what you are trying to do before, or are as invested in your business as you are, you might need to take a step back and not hear what they're saying.
Once you experience that first round of success and accomplishment, you have to keep going – don't slow it down, but be mindful of striking a balance in your life between work and play. Having the grit to keep going is very important, especially in the face of rejection (and there will be rejection) but you also need to practice self-care, and that will look different for everyone.
We are all so connected in this world that it is very easy to work 24/7, but in order to be your best self and accomplish as much as you can as successfully as possible, you need to take excellent care of yourself. My routine includes making time to practice yoga, being close to people who nourish my soul, and going outside in nature so that I can remain grounded and focused. Do whatever it is that rejuvenates your soul and makes you the most productive version of yourself to stay focused and able to keep your eyes on your ultimate end goals.
For decades, women have been unknowingly suffering from PSD and intergenerational trauma, but now Dr. Valerie Rein wants women to reclaim their power through mind, body and healing tools.
As women, no matter how many accomplishments we have or how successful we look on the outside, we all occasionally hear that nagging internal voice telling us to do more. We criticize ourselves more than anyone else and then throw ourselves into the never-ending cycle of self-care, all in effort to save ourselves from crashing into this invisible internal wall. According to psychologist, entrepreneur and author, Dr. Valerie Rein, these feelings are not your fault and there is nothing wrong with you— but chances are you definitely suffering from Patriarchy Stress Disorder.
Patriarchy Stress Disorder (PSD) is defined as the collective inherited trauma of oppression that forms an invisible inner barrier to women's happiness and fulfillment. The term was coined by Rein who discovered a missing link between trauma and the effects that patriarchal power structures have had on certain groups of people all throughout history up until the present day. Her life experience, in addition to research, have led Rein to develop a deeper understanding of the ways in which men and women are experiencing symptoms of trauma and stress that have been genetically passed down from previously oppressed generations.
What makes the discovery of this disorder significant is that it provides women with an answer to the stresses and trauma we feel but cannot explain or overcome. After being admitted to the ER with stroke-like symptoms one afternoon, when Rein noticed the left side of her body and face going numb, she was baffled to learn from her doctors that the results of her tests revealed that her stroke-like symptoms were caused by stress. Rein was then left to figure out what exactly she did for her clients in order for them to be able to step into the fullness of themselves that she was unable to do for herself. "What started seeping through the tears was the realization that I checked all the boxes that society told me I needed to feel happy and fulfilled, but I didn't feel happy or fulfilled and I didn't feel unhappy either. I didn't feel much of anything at all, not even stress," she stated.
Photo Courtesy of Dr. Valerie Rein
This raised the question for Rein as to what sort of hidden traumas women are suppressing without having any awareness of its presence. In her evaluation of her healing methodology, Rein realized that she was using mind, body and trauma healing tools with her clients because, while they had never experienced a traumatic event, they were showing the tell-tale symptoms of trauma which are described as a disconnect from parts of ourselves, body and emotions. In addition to her personal evaluation, research at the time had revealed that traumatic experiences are, in fact, passed down genetically throughout generations. This was Rein's lightbulb moment. The answer to a very real problem that she, and all women, have been experiencing is intergenerational trauma as a result of oppression formed under the patriarchy.
Although Rein's discovery would undoubtably change the way women experience and understand stress, it was crucial that she first broaden the definition of trauma not with the intention of catering to PSD, but to better identify the ways in which trauma presents itself in the current generation. When studying psychology from the books and diagnostic manuals written exclusively by white men, trauma was narrowly defined as a life-threatening experience. By that definition, not many people fit the bill despite showing trauma-like symptoms such as disconnections from parts of their body, emotions and self-expression. However, as the field of psychology has expanded, more voices have been joining the conversations and expanding the definition of trauma based on their lived experience. "I have broadened the definition to say that any experience that makes us feel unsafe psychically or emotionally can be traumatic," stated Rein. By redefining trauma, people across the gender spectrum are able to find validation in their experiences and begin their journey to healing these traumas not just for ourselves, but for future generations.
While PSD is not experienced by one particular gender, as women who have been one of the most historically disadvantaged and oppressed groups, we have inherited survival instructions that express themselves differently for different women. For some women, this means their nervous systems freeze when faced with something that has been historically dangerous for women such as stepping into their power, speaking out, being visible or making a lot of money. Then there are women who go into fight or flight mode. Although they are able to stand in the spotlight, they pay a high price for it when their nervous system begins to work in a constant state of hyper vigilance in order to keep them safe. These women often find themselves having trouble with anxiety, intimacy, sleeping or relaxing without a glass of wine or a pill. Because of this, adrenaline fatigue has become an epidemic among high achieving women that is resulting in heightened levels of stress and anxiety.
"For the first time, it makes sense that we are not broken or making this up, and we have gained this understanding by looking through the lens of a shared trauma. All of these things have been either forbidden or impossible for women. A woman's power has always been a punishable offense throughout history," stated Rein.
Although the idea of having a disorder may be scary to some and even potentially contribute to a victim mentality, Rein wants people to be empowered by PSD and to see it as a diagnosis meant to validate your experience by giving it a name, making it real and giving you a means to heal yourself. "There are still experiences in our lives that are triggering PSD and the more layers we heal, the more power we claim, the more resilience we have and more ability we have in staying plugged into our power and happiness. These triggers affect us less and less the more we heal," emphasized Rein. While the task of breaking intergenerational transmission of trauma seems intimidating, the author has flipped the negative approach to the healing journey from a game of survival to the game of how good can it get.
In her new book, Patriarchy Stress Disorder: The Invisible Barrier to Women's Happiness and Fulfillment, Rein details an easy system for healing that includes the necessary tools she has sourced over 20 years on her healing exploration with the pioneers of mind, body and trauma resolution. Her 5-step system serves to help "Jailbreakers" escape the inner prison of PSD and other hidden trauma through the process of Waking Up in Prison, Meeting the Prison Guards, Turning the Prison Guards into Body Guards, Digging the Tunnel to Freedom and Savoring Freedom. Readers can also find free tools on Rein's website to help aid in their healing journey and exploration.
"I think of the book coming out as the birth of a movement. Healing is not women against men– it's women, men and people across the gender spectrum, coming together in a shared understanding that we all have trauma and we can all heal."