People 29 August 2018
Armed with a camera and standing on her granite kitchen countertop, wellness and nutrition blogger Michelle Hoover hovers over her latest masterpiece to get the perfect shot.
Hoover has reached over a million people with her autoimmune protocol, Whole30 and Paleo recipes via her blog, UnboundWellness.com. Her recipes are a labor of love, but they are also created out of necessity. At 17 years old, she was diagnosed with Hashimoto's disease, an autoimmune disorder that attacks the thyroid.
Hashimoto's affects 14 million people in the United States alone, and women are 7 times more likely to have Hashimoto's than men. Because of this, Hoover thought she would be able to find online communities tailored to living with Hashimoto's and other autoimmune diseases. Instead, she found nothing.
Photo by Justin James
“I just felt so isolated. I felt like nobody in the world could relate to me," says Hoover. “I knew that all these women had this problem, I just didn't know where to find them."
After years of dealing with aversive symptoms, she decided it was time for a lifestyle change, and created her blog to document the process. Now a multi-faceted media brand, Hoover has been able to share her story while creating the online community she once sought after.
A diagnosis doesn't automatically initiate behavior changes. An answer to her mystery symptoms of fainting, heart palpitations and weight fluctuation came when she was 17, but Hoover did not start taking her health seriously until she was 23.
Hoover was afraid that making lifestyle changes revolving around her autoimmune disease would drastically alter the way she was living. As a young woman, she wanted to remain independent while continuing to eat the foods she grew up loving. “I knew that diet was highly correlated with autoimmune disease, but I just never wanted to commit because I love food so much," says Hoover. “I was afraid of giving up gluten and giving up dairy because I was so set in my mind that I could not live a life that was fun and spontaneous and social if I wasn't able to walk into a party and eat pizza."
Her turning point came when she was faced with the threat of emergency surgery. Years of constant inflammation was wearing her body down, so she decided to do whatever she could to experience a full life. “That shift in mindset is what really helped me to be able to experience better health, that's what led me to start my blog," she says.
Unbound Wellness came to life in 2015. At first, it was a doubt-filled personal hobby that mirrored the limited mindset Hoover experienced when she was first diagnosed with Hashimoto's.
Her doubts started to shed nine months in, when she created a post about weight gain, a Hashimoto's symptom that challenges many women with the condition. “It wasn't until I saw hundreds of people sharing on commenting on it that I thought, my story does mean something to people and I can contribute something valuable to the conversation, even if I'm not the only person who has gone through this," says Hoover.
“I think nailing down your brand and making it really personal no matter what you're doing is key. Your customers are people, and people relate to a story." Photo by Karla Janneth
Around the same time, she created a recipe that now has over 111K shares on Facebook and Pinterest: Healing turmeric AIP balls. “The concept of making healing food fun and easy and being real, I saw those things really resonating with people. I started to run with it.
At my core, that's what I really wanted to do, I just didn't know anyone wanted to hear it."
Today, Hoover's recipes and blog posts garner over 2.6M monthly viewers on Pinterest. But more than that, she engages with her community in a way that inspires them to heal themselves through food.
“You need to have that core of a personal brand and constantly keep your eyes and ears on what is working and what you can improve on," says Hoover. “I always ask myself, how can I serve people in a way that is easy for people to consume?"
To scale her brand, Hoover launched other business initiatives outside the traditional blog outlet. She became a certified nutritional consultant and saw clients one-on-one, wrote an e-book and began a nutrition podcast. “I feel like to make in in this online content world, you can't depend on just one platform," she says. “If you want to build a brand where people really connect with you, you have to meet them on multiple levels."
Hoover says it wasn't until the second year of Unbound Wellness that she realized she could make a full-time salary from it. She was already doing sponsored posts from smaller brands who sought her out, but wasn't taking Unbound Wellness to its full potential.
“I decided that I was getting enough traffic to where I can seek out sponsorship opportunities and work with premium ad networks," says Hoover. “Once I started seeing those numbers I thought, oh, I can actually do this."
There are a lot of steps that need to be taken to captivate an audience and turn it into a monetization strategy. For Hoover, that has involved staying true to her niche of serving the autoimmune community and putting herself at the forefront. It has also meant being proactive about brand relations.
Hoover is about to launch a second e-book and hoping to expand it into group coaching. She is also coaching other nutritional therapy practitioners and bloggers about developing and expanding their business.
Some advice for those getting serious about the blogging business: It takes time to get noticed. Time and creativity, especially within the food and nutrition space, says Hoover.
“You have to get crazy creative. Which is hard. I was nightshade free for months and months, so I figured out how to make a nightshade free marinara sauce. I just made a recipe today on zucchini enchiladas. There's always a way."
3 Min Read
"How did you ever get into a business like that?" people ask me. They're confounded to hear that my product is industrial baler wire—a very unfeminine pursuit, especially in 1975 when I founded my company in the midst of a machismo man's world. It's a long story, but I'll try to shorten it.
I'd never been interested to enter the "man's" world of business, but when I discovered a lucrative opportunity to become my own boss, I couldn't pass it up—even if it involved a non-glamorous product. I'd been fired from my previous job working to become a ladies' clothing buyer and was told at my dismissal, "You just aren't management or corporate material." My primary goal then was to find a career in which nobody had the power to fire me and that provided a comfortable living for my two little girls and myself.
Over the years, I've learned quite a few tough lessons about how to successfully run a business. Below are five essential elements to keep in mind, as well as my story on how I learned them.
Find A Need And Fill It
I gradually became successful at selling various products, which unfortunately weren't profitable enough to get me off the ground, so I asked people what they needed that they couldn't seem to get. One man said, "Honey, I need baler wire. Even the farmers can't get it." I saw happy dollar signs as he talked on and dedicated myself to figuring out the baler wire industry.
I'd never been interested to enter the "man's" world of business, but when I discovered a lucrative opportunity to become my own boss, I couldn't pass it up.
Now forty-five years later, I'm proud to be the founder of Vulcan Wire, Inc., an industrial baler wire company with $10 million of annual sales.
Have Working Capital And Credit
There were many pitfalls along the way to my eventual success. My daughters and I were subsisting from my unemployment checks, erratic alimony and child-support payments, and food stamps. I had no money stashed up to start up a business.
I paid for the first wire with a check for which I had no funds, an illegal act, but I thought it wouldn't matter as long as I made a deposit to cover the deficit before the bank received the check. My expectation was that I'd receive payment immediately upon delivery, for which I used a rented truck.
Little did I know that this Fortune 500 company's modus operandi was to pay all bills thirty or more days after receipts. My customer initially refused to pay on the spot. I told him I would consequently have to return the wire, so he reluctantly decided to call corporate headquarters for this unusual request.
My stomach was in knots the whole time he was gone, because he said it was iffy that corporate would come through. Fifty minutes later, however, he emerged with a check in hand, resentful of the time away from his busy schedule. Stressed, he told me to never again expect another C.O.D. and that any future sale must be on credit. Luckily, I made it to the bank with a few minutes to spare.
Know Your Product Thoroughly
I received a disheartening phone call shortly thereafter: my wire was breaking. This horrible news fueled the fire of my fears. Would I have to reimburse my customer? Would my vendor refuse to reimburse me?
My customer told me to come over and take samples of his good wire to see if I might duplicate it. I did that and educated myself on the necessary qualities.
My primary goal then was to find a career in which nobody had the power to fire me and that provided a comfortable living for my two little girls and myself.
Voila! I found another wire supplier that had the right specifications. By then, I was savvy enough to act as though they would naturally give me thirty-day terms. They did!
More good news: My customer merely threw away all the bad wire I'd sold him, and the new wire worked perfectly; he then gave me leads and a good endorsement. I rapidly gained more wire customers.
Anticipate The Dangers Of Exponential Growth
I had made a depressing discovery. My working capital was inadequate. After I purchased the wire, I had to wait ten to thirty days for a fabricator to get it reconfigured, which became a looming problem. It meant that to maintain a good credit standing, I had to pay for the wire ten to thirty days before my customers paid me.
I was successful on paper but was incredibly cash deprived. In other words, my exponentially growing business was about to implode due to too many sales. Eventually, my increasing sales grew at a slower rate, solving my cash flow problem.
Delegate From The Bottom Up
I learned how to delegate and eventually delegated myself out of the top jobs of CEO, President, CFO, and Vice President of Finance. Now, at seventy-eight years old, I've sold all but a third of Vulcan's stock and am semi-retired with my only job currently serving as Vice President of Stock and Consultant.
In the interim, I survived many obstacles and learned many other lessons, but hopefully these five will get you started and help prevent some of you from having the same struggles that I did. And in the end, I figured it all out, just like you will.