Episode 33 - Defining Success and Scaling Up
Episode #33 | Jordyn DiOrio | Defining Success and Scaling Up
Jordyn DiOrio discusses her journey starting a side hustle jewelry business that eventually led to venture capital funding and a partnership with Nordstrom. She shares the reality of scaling a retail business and lessons learned along the way. Jordyn also discusses her Consulting business and her changing definition of what it means to be successful.
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About Jordyn DiOrio
Jordyn is a fiery serial entrepreneur, known for her rule-making and disruptive nature, driven by a mission to revolutionize businesses for women.
With her vast experience in scaling her own ventures and serving as a fractional COO, she is determined to make a lasting impact for her clients with JDP Consult Co.
Resources
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All right. Welcome to the curious builder Podcast. I'm Mark Williams, your host today. I'm joined with Jordan Diorio. Welcome toward Hi, Mark.
We're back again.
Second time. So Hey, Jordan, have you ever done a amazing one hour podcast before? And not hit record?
Ah, yes, that was with you, actually. So why don't you bring that up? I know I'm here again.
I know, we'll try not to recreate the best interview of all time with no audio brochure. We should really we should really lipsync it next to our video that we're going to do and see if people can read our lips to see what we're doing. Well, I
will say this round. I feel like it's better because you have a better camera because when we recorded this the first time I looked like a Victorian woman who was like suffering from the plague. So this video if people watched the video, I looked way better.
It was honestly it was like it was black and white. Yeah, it was. And my camera was like, the host was
like, can you truly look like can you were like perfectly tan. And I was like what is going on here? So I'm happier that the visuals are better. So way
better. They're way better. We're back for a second round. And you have a consulting and fractional SEO company. Yes. I've met you about I met you at biz calm for the first time. That was about a year ago.
I think it is man. Has
it only been a year. It was a two year on I was was it two years ago? I honestly, it was it was a year now. It was a year because I went to Nashville for the contractor coalition in May. And I met you after that, because I'd already met Brad and Morgan at that. Yeah, so it was about
a year ago. Wow. It's only been a year. Why does it feel like that was 10 years?
Because I stress people out and put a lot of stress I put you under so I've hired you obviously. Well, not obvious, it's obvious to me not to the audience, I guess. Because you do fractional CEO work, I felt like a real need for some restructuring. And now I have a much clearer vision of what I want the company to be than I did previously. And so I need some systems. And I feel like just having an outside perspective on our company. And you've been amazing to work with. Awesome three, four months into our
work. Yeah, and I'm not holding a gun against your head to say this by any means just for a visual. He's saying this because he wants to write
she's Italian, it'd be like a stiletto. It would not be a gun to be clear.
That's true. Or like a little stiletto, where the heel is a gun? You know what I mean?
Yeah, we talked about that last time, I believe, will tell us a little bit about you what you do, and why you like to fix broken companies. And let's start there.
Oh, man, where to start? Well, I was born and I'm just not gonna go that far back. Um, I feel like I was meant to be an entrepreneur because I've never felt like I fit in anywhere in the sun meant to be in like, Oh, I feel bad for you. But more so like, entrepreneurs always feel this sense of like not really fitting into a box or fitting into a role or fitting into XYZ. And I don't think I've mentioned this to you. But I think it's important to bring up that actually started my first business when I was 16. And I like wasn't I mean, it wasn't formally formed. But when I was in high school, I had this company that was called April Fool's bags, because my birthday is April 1, I didn't really understand branding, but what I was doing was I was taking these tote bags and I was like printing artwork and I was like ironing the artwork on the totes and I was giving them to like teachers and friends for fun. It's probably like copyright infringement because they were like famous like Peter Max art pieces I was putting on bags. Anyways, I think I've just always been really crafty. And I've always had this need to make or create something. So I feel like being a business owner started when I was 16 when most people were like aren't getting their first kiss or getting their driver's license, I instead was like a business. And then even just throughout my career of like, I went to school for marketing and that's what I did for a long time. And I feel like I'm a professional project manager coming from a really big family and want to seven out of Chicago I've just feel like I've always been managing a bunch of things all the time. So you know, went into marketing I studied it and then I ended up in the agency world for a while and then I started my my first official business I say in quotes because my first first business was this bag company. So then I started my jewelry business when I was 23. And within the and I did it because I couldn't afford my MBA I wanted to get My master's and I had like pitched the president of this agency to like pay for my masters, which is like lol because agencies have probably don't have the budget for that they're not like BestBuy. And he gave me some really good advice. And he was like, Well, what do you want to do? And I was like, Well, I want to run my own business. He's like, you don't need to get an MBA to do that. He's like, you just do it. And I was like, Oh, amazing advice from some. And you know, at first, I was disappointed. And then I was like, Oh, I now have the freedom to kind of do what I want. So started that jewelry business, it was called men's jewelry. And then within my first year, just through my network, you talked about this all the time, like the power of your network, the power of people. I got sought out for venture capital. And by the end of my view out, yeah, so they, what was it about you
that was so attractive that they're like, oh, we need to give this lady money.
That's exactly what they say. Honestly, she needs money. You need a lot of give her money. I wish that was the case. It was the business partner saw somebody wearing a piece of my jewelry. And the person was like, Oh, I know the owner. She's great. He must have said some nice things about me. He referred me to her. And then I met this woman and her husband. And I pitched them at a pancake shop, actually, the original Pancake House. Which one? What can you do directly? Well, there's
one just off the highway seven and one on one. But there's also one in Edina, which I think is the original original one. So I got across town and France. It's a big
location. I think it's gotta be the first one you said it's like a bigger location. And I remember I pitched them and I had like a deck put together, which is so because again, I worked in marketing. So like, I know the art of the pitch and like, what gets people to say yes to you, and I pitched them I like laid my jewelry out on the sticky table where there was like syrup and stuff. And they were just like, wow, like we they're both successful, self made entrepreneurs. And they were like, We want to invest, you know, $250,000 for the next two years for you to run this full time. And I was like, Whoa, so we can talk about that, you know, getting funding, but I ran that business, total of seven years, two years, fully funded, where I took a salary, and then I actually just dissolve the business this year just because of COVID. And I learned so much from it. I just don't love retail, but I basically, for the past seven years, got my MBA, and it was paid for which is kind of funny how full circle things are. And I've taken that experience of running that business. I had a stint in, you know, public tech, where I learned a lot about acquisitions Corp comm. And then I've kind of taken the LEAP where I can take all the experience I've had, whether it's running my own business, or you know, working within really big businesses that are trying to grow and scale into my own practice, where I'm really just a professional Problem Solver with my consulting arm where I just help clean up the messes and just help keep more businesses around. So wow, that is as short of a cliff notes. That was pretty good. And to really top it off. I'm an Aries, which means I'm fiery and independent. I'm an Enneagram eight, which is the Challenger so good luck trying to win a fight with me. And I n t j, the j stands for judgment and Jordan. And then there is one more Oh, I'm a manifester. I've taken all the assessments. So I'm a lot in the best insight. Oh, and insights and insights. I'm a red, I'm a red, yellow, but primarily red dominant. And red is like one of my favorite colors. So it's,
um, all coming together.
i Yeah, I'm a lot. But I I wholeheartedly accept that. I'm a lot. And you know, if you like it, great. If you don't, that's okay. That's just how it
goes. So it's interesting. There's lots of dive into there. Let's start I guess in the very beginning with taking venture capital. I think it's very exciting. I mean, people watch Shark Tank. I actually know you're a huge fan of it. Yes. I was actually watching some last night I went down the YouTube wormhole. Watching some of Mark Cuban's early days. And yes, just watching them negotiate. It's always I know, it's very interesting as an entrepreneur, and frankly, just good, it's good TV. It's very entertaining. But I guess my question for you is, you know, venture capitalist always sounds really sexy and really cool. Like, Oh, someone's gonna give me money. And you know, we recently just bought some land with an investor. So for the first time, I've had this investor that past client of mine who wants to buy some land, and so I've, you know, what, what kind of return do I have to give them because like, if it was a bank, I would just go to the bank, and it's actually going to be less so like, what is the appeal of venture capitalist and money? So it must be that a bank either won't give you the money because you're too young and have no actual assets?
Either, like, show us a balance sheet, and I'm like, What's the balance sheet? You know? I mean,
right. So walk us through a little bit of what what does venture capitalism mean for those that aren't in a corporate setting? Or don't deal with us on a day to day basis?
I would say yes, venture capital is very sexy. We hear about it all the time. And we think like Silicon Valley, and I would say mice, my experience is like such an anomaly because one like women don't typically get venture capital there's some like crazy statistic. I'm like there's you know, hundreds of millions of dollars that get invested and like a very small fraction go to women and my invest Here's our angel investors. So the difference between that is, they're angels in the sense of like, I, if I couldn't return the money, I didn't owe them anything, which is like an it's very,
that's the difference. I always heard that I always thought venture capitalism, an angel investor was the same, but an angel investor is essentially, here's a gift to you, hence, like an angel. But if you don't repay me back, there's no penalty clause, I just believe in you that strongly that I know you're going to do the right thing. I know, I'm willing to lose this money for a good cause.
So that's how I interpreted the angel investment piece. It could show up differently. So I feel like venture capital, I think the most important thing about funding in general is you have to like, understand, well, one, who are the people that are giving you money? Why are they giving you money being super explicit on what is the return because also, we had a, you know, 60 Page operating agreement that was equity negotiations, like they wanted to see a return on their investment, because it would benefit them. So it's not that they just threw money at me. And I was just like spending it, it was, I had to do everything in my power to see if we could see a return on their investment. But if I didn't, that lessen the risk for me, because, you know, I'm 23, I'm out of college, I've got $60,000 in debt, now you want to add a quarter of a million in debt, and I've never run a business before. And no one's taught me financial literacy. Up until this point, it's all just been self taught. But I think in general, with venture capital, we hear horror stories all the time, regardless of what type of investment or funding you get. And I think the most important thing is that whenever you find somebody interested in investing your business, it's important that you, one are on the same page on what you're trying to get out of it. And two are your values and alignment. I mean, my I call my business parents, but my business partners were we had the same values. They're both self made, both successful in their own right as business owners, and they really just wanted to put me in the driver's seat to see what happens when they give a young woman an opportunity that wouldn't have had it otherwise, to see if they can really grow it to its full potential. And I remember asking them I was like, why are you giving me my money? Like why are you doing this? Because I'm skeptical. And what I asked him this when we're at the Pancake House, my husband's like, hitting me underneath the table like don't squash this. I'm like,
here it was back to your husband. But yeah, he was now my now husband are you bring your boyfriend to that? Oh, yeah. Because
I was like, these people want to give me money. You just make sure I don't get like kidnapped.
Parents were like, This sounds like a scam, you know, come from very skeptical family. But that's fine. And honestly, like, what they said to me was, they had said something along the lines of like, there comes a certain point in your life or success isn't tied to $1 amount or material things that you have, but how much you can help people and how much you can give back. And that was really powerful to me, because it now has instilled in me that I want to become that person where, you know, right now, it's all about like your revenue and all these things that you can bring in. But at what point can I be so successful that I can give somebody an opportunity and the dollar amount doesn't matter, but it's how many people's lives today change. And you interview a lot of people on this podcast who have that impact. Just like Mark from joy Collective is what I'm thinking about, obviously very different, but it's the concept of like, success is about helping other people however you can. So yeah, venture capital, it's the you know, the phrase is true, more money, more problems, it just puts a little bit more pressure on delivery. And you now have people at the table that will make decisions for the business, like they have a vote just like if you were to have a board of directors in your company. So I would say just be smart. Make sure there's a contract in place, understand what you're willing to give up, whether it's equity, you know, profit sharing all of
that stuff. Just what did they ask for out of curiosity?
So I, this is so funny. So when we were negotiating, I say negotiating, we were sitting in at my business partners, offices and Deephaven, which are so beautiful. We had like their like kind of attorney person sitting at the table me and my now husband sitting next to me, I hired an attorney, they hired an attorney. And when it came to equity split, I just set a number based on like what I've heard on Shark Tank. And it was important to me to be a majority shareholder, but I was generous in the percentage they got, because I wasn't precious about my business. I was more like, oh my god, I'm getting an opportunity of a lifetime. Like what seems fair, I set a percentage and they were like, okay, like, so to me, it was like, there wasn't that also was an indication that they that's not why they were in it, right? They were in it to just put me in a position to thrive.
So they had an equity position for their 250,000 so there was no tie like, hey, we need a 10% return or any of those kinds of things.
Nope, it was
whatever it
was, we're gonna order 30 Whatever it is, we're gonna own a percentage, but I will say what they taught me that was like, you know, at first really hard but now it's giving me kind of business resilience is like every month I was putting the hot seat on like my report. So like at first I was doing all my own like accounting and like reporting through QuickBooks and that made me want to shave my eyebrows off. Because like you know it, you're in marketing like you don't you don't think you're allowed to know those things, especially as a woman, like, how dare I know what are just being so afraid of the finances, and they really taught me to embrace it. And so anytime I'd be sitting in a meeting with them, and I'd be in the hot seat about like, why are sales like this? Why did we spend money on this? And at first, it was really terrifying. But I've gotten to a point now where like, I can tell you where every single penny goes in my business, why it goes there, how much I've spent, how much we've made, why do we hit our goals? That's so so by
keeping you with those monthly check ins, it really brought accountability, awareness, on top of actual accountability, but it's more than the awareness of it, right?
Yes. And like I would send weekly recaps to so the woman who was it was a couple, the woman was really like a strategic partner, I would send her weekly recap, here's where I'm at, here's what I'm doing. Like, there's such an accountability piece that I loved, where they she wanted to be involved, and she wanted to have influence, which I love. Because there was like, a mentorship piece that I got in the investment, which not everybody gets, sometimes people just like, get the money. And then the they don't see their business partners until the bills. I
mean, I'm just putting myself in this in this couples place. I'm guessing they were impressed at your presence. They were obviously first drawn away by your your jewelry design. Yes. Because that's what caught their eye first was like the product was good. Yes. But then obviously, they must have met you somehow someway and said like, how did they meet you? How did they track you down?
So the person who was wearing my necklace was the wife of someone I worked with in the marketing agency world. So when I launched my jewelry business, my sales tactic was to go up to all the men in the office and I was like, Do you love your wife or girlfriend then you should definitely support my business. So all the men in the office were buying my stuff.
So it was your So yeah, this was a side hustle. Yeah, it was totally a side hustle.
And, and I think the the person who referred me he's a, he's a great guy I know, to this day, and he and he was really like a mentor to me in the agency world. Which that that industry is just so hard. You don't make a ton of money and you're working super hard. And I was just fresh out of college. And he was really great. And I really appreciate just the relationship him and I built so he was the one that kind of made the connection and then she reached out to me for coffee. And and I was like, Oh awesome. Another mentor. Like I'll take more people to help me and then you're 23 at this time. Yes. And then I remember I met her at the Galleria in Edina, which I had never been to before and I was like, Oh my God, I feel like
that's the oldest mall in the country. Really? I'm pretty sure that's right. It's beautiful. Gorgeous. Yes it's kind of funny because right now malls are falling by the wayside. But that one is because it's so boutique and so high end I think I'm pretty sure I heard that that was the oldest boss might be might have to fact check.
Yeah, we'll need a fact checker. But I met her at the Starbucks if that's still there in the Galleria and it kind of felt like very European I just remember meeting are in this like, just beautiful blonde woman was wearing all my jewelry when she sat down which is like really cool. She she bought a bunch of stuff beforehand. And her and I just started talking and we were like, you know when you just like you click with somebody, it's like the new iPhone feature, you know, when like the two phones have you seen the new feature. So if you want to transfer your contacts to somebody in the new update, you just like tap the phones and this like thing happens where it vibrates and like you just get the contact information. It's a terrible analogy but essentially here and I clicked so what I'm trying to say plugging Apple's new software which may be outdated by the time this comes out doesn't matter. But she just it her story was really amazing. She is just she's one of those people that like you feel like you're the only person in the room when you talk to her and I love those people because they're just so locked in so present yes and she's a successful financial wealth planner didn't have her background in that like very much it just really inspiring story and she just said to me like it's been a bucket list item of mine to like invest in a woman in business and your it and I was like oh my god money because
you know we'll get into this a little bit you have a podcast called the refund Yes. And we'll talk a little bit about that was Hey Sarah shoulders I was call her Hey, Sarah. So it's like her first name should be Hey, but anyway, Sarah branding works for her. But I'm just thinking of you guys talk all about all the time. Are you about female ownership? Yeah, how you want to refund these ideas. That pop culture, just culture in general needs to be refunded because they're not accurate. But because I feel like you one of your goals. It correct me if I'm wrong. You've never said this. But I bet you one of your goals is to do the same thing that was done.
Oh 100% And when I have my own fun and so be interesting to know
your investors backstory because there's someone must have either helped her or somehow there's a story there too. We won't go into it. But I bet there's a story there. Because we're of course, we're inspired to at some point in our lives were inspired to either replicate or avoid what happened to us. Well, yeah,
and there's something about I think it's probably just our our stories are somewhat similar is just kind of just hard work and gals that have sharpened their teeth and just been through just harder times. And I mean, everybody has their own kind of challenges. But yeah, I think there's probably something to Her just wanting to give back after maybe not having as much as she, you know, did at my age, and I think it like it just always goes back to like, some of us want to be the person that we didn't have at that point in our life. And I think that's important to me too. And that's why I either will try and hire younger people mentor, you know, students, because it's like, you want to be that that person that didn't exist at that time
you feel although you're being paid for this, you want to go pro bono with me, I'm fine with that. Do you think that there's a part of that psychology that makes you so effective as a consulting and fractional CEO? Like, let's use me as a case study, you know, as you're helping us become better than we are? Yep. Even though there's a fee for service pay, to be clear out there. You do feel like there's some part of that we're like, Hey, I'm helping this person become better than they are? Is that somewhat of this similar feelings? Or have you never really thought about it in those terms? I don't think I've
really thought about it that way. I just think in general, the work that I do, I know it's gonna be hard. I'm kind of a glutton for pain. But I think like, I just feel this. And I know you feel this way too. There's just like immense responsibility to leave things better than you found it always. And that means I mean, that doesn't mean it's going to be easy. And it's going to be hard. And in the moment, you may not feel the the ripple effect, but maybe like a year or two 510 years from now, you'll kind of see that impact.
I thought it was interesting. You mentioned when we first started working together, you kind of start with like a three month contract. And you won't go longer than that. And correct me if I'm wrong. But it's basically you are testing out in those first three months of is this person or is this company open to change? Because if they're not, they're wasting their money. And I also don't want to be a part of it. Does that accurate?
For sure. I think changes I think change is super hard. And everyone says they want it but then they're in and they're like, Oh, this feels really hard and achy. And I don't want to do it. And yeah, not everybody is ready for change. Or it's it's like change, but I like to use the word transform, because it is a transformation like that is part of change. And that's it sometimes change is a scary word, but like, and I'm not the one to say like, oh, you're you have the capacity to do it. But it's I just like to see what people's appetite is for like risk and ability to make big decisions and some people just aren't ready for it. And that's okay, but I don't want you to pay me then I'm not interested in taking your your money to pretend that I'm going to fix things when maybe it starts with the leader at the top and I can't fix that and I'm not going to work with you. And that's okay,
right. Have you gone back just I guess we'll we'll tie the knot on that. So how long did you work in your marketing agency and still have your side hustle with Min How long did that last before you quit your, your main job was so
I was working in the agency world I feel like for a couple of years, but so I had started my jewelry business in 2017. And I feel like I started in February of that year. And then I had met my business partners in like September, October. And then I think it was like right after Thanksgiving they had invested which meant I got to take a salary took a very, very small salary was 50,000. And then after taxes and health insurance was like 38 grand a year to run my own business because I didn't want all the funding to go to a salary which also the perception was if you have funding you must be rich, which is just such
bullshit basically reinvesting all of it in the future growth of the 100% and
you're taking such a small salary and I wasn't getting benefits so I like was just so happy when I got to see a dentist but yeah, it was in like the in less than a year of having my jewelry business I got funded, which is on it's just unheard of, in general in the venture capital space.
Right. That's amazing. How so then after that, then you quit your main your normal job at that man was full time.
Yeah, and I do want to say because so my jewelry business revolved around like crystals and like just woowoo is what I will call it and I'm a very like pragmatic person. But I do also believe in this concept of like, you are what you think you are what you say and this concept of manifesting and I like telling the story because I think it's really fun and magical but the summer before so that summer of 2017 when I was running my business on the side super burnt out. I like wasn't making any money. I mean, I used my $1,500 in savings to start this business and like you know, asked all my friends to like take photos and like I would give people and jewelry and I watched this I was like feeling really down on I don't know how I came across it but I watched this famous Jim Carrey and Oprah interview. Have you heard about this? It's a really great interview. I love Jim Carrey. He's such a manifester. But he talks about how He visualized when he was a poor actor, he would visualize himself. You know, at the big Warner Brothers studio, he would drive to the studio, sit in his car and look at the studio and say I'm going to be there one day really. And then he wrote himself a check for I think it was like five or $10 million. And he put it in his wallet and he would look at it all the time. And what I love is he's like You don't just write a check and like, you know, go make a sandwich, but like it's a reminder. It's like some sort of reminder of like, you'll make it as a great story. Five years later, he gets Dumb and Dumber. That check is $5 million. And I was like, oh my god, this is what I need to do. So I wrote myself a check for Hunter Grand that summer, put in my wallet. And then I would visualize myself at my marketing agencies all company meetings on Monday announcing that I was going to leave to run my business. And then I met my business partners, that number got doubled. And I showed them that cheque and I was like, Are you kidding?
You sign the cheque? Yes. And they just like, long as you didn't deposit it, and, you know, bankrupt your company with the check, you're fine. Yes, but it's so funny like that, that I'm gonna have to do that.
And, and then I remember it was announced that the oil company meeting and I had this like, out of body experience. And I was like, Oh, my God, it happened. And so to me, I'm such, it's like, you know, you don't just like write a check, and money comes. But it's the concept of like, what you believe what you think about what you've visualized in the future will will come to fruition through hard work, and just putting it out there. So that that's what I tell people. It's like, Yes, I got funding through my network. But I also like, put that out into the larger inner, you know, universe, ether. And, yeah, I'll write a check for a million dollars. But I'm just such a proponent of like, again,
I love that no positive thing.
It's a great interview, and I'll send it to you, so
you can link but I love the idea, too. It's also present to me, you're talking about being aware of your money on a weekly check in a monthly. I also think having your goals, your aspirations, whether you're writing I mean, I've heard these stats all the time, right? Where if you, you know, a goal that's not written down, it's so unlikely to be achieved. And so it obviously skews this this result, but, you know, what is it like 80% of goals that are achieved written down? Well, yeah, obviously, because if you think about it, you're not going to if you don't write it down, there's a kind of community action or plan behind it.
100% and I'm in a business woman's group, that actually Katie Kath facilitates of J, cat design love her. She's been a client of mine, and we did this activity must have been two or three years ago, where at the end of the year, we did this activity where you dress up and show up as yourself from five, six years from now. Oh, and then you talk about Yes. And then you're gonna show up as yourself from five or six years from now or whatever the timeframe is, and then you kind of answer some of these questions on who you're going to be five years from now. And because I am so just detail obsessed, and orientated, like, I designed a book and I like dated it for, you know, 2026 this is where I'm gonna be in my life professionally, personally, in then like, what this is going to be kind of like my guiding source of truth. And I like designed it, I printed it as a little booklet I made. And I'll look at it from time to time to like, remind myself, so
how would you let's just assume that most people want to be more successful or more relaxed or whatever their goal is. I mean, I guess if you wanted to be a surfer, you'd show up with like a surfboard. And no, like no shirt on a tank top or something, maybe some zinc oxide on your nose, that one of
my it was so funny, because everyone showed up a little bit differently. I mean, I showed up I like rented a designer suit like pantsuit because I was like I want to be
rented it, I can actually do this. You rent something.
There's rental company. So like Rent the Runway, you can like rent really nice clothing.
So I could rent like a $10,000 suit. I don't know if it's that high
price point. But it was like a nicer like suit that I wouldn't buy my own. It was like pink and double breasted, I think I have a picture of it. But it was funny because other people my circle, one of them owns honey and right that bakery in St. Louis Park. And she's good friend of mine love her. She's just incredible. She showed up in a robe. She's like, I just don't want to work weekends in five years, and I'm gonna be relaxing, spend time with my family. And it was amazing. So like we all showed up. So it's this like concept of like, visualizing putting yourself out there. And then if you're in a networking group, it could be fun for your group that you're in to show up as I met a
couple of them. One of them is with Katy castle. That'd be awesome. Yeah.
So I'm such a proponent of like, yeah, you are what you think you are you believe it's it's kind of like woowoo. But I I'm a firm believer, and it's all energy.
One of the things I want to talk about a little bit here that you touch base on, I know a few people that they want to start their own company. And this person is not an entrepreneur. And you'll see why in a minute. I mean, I guess I shouldn't, I shouldn't say, because there's different levels of how this goes. And so they don't have a job. And they have their, their business. But it doesn't make money to be self supported. And it doesn't really work at all most entrepreneurs that I know. And the reason I'm bringing it up, because it's like yours, where you have a job. And they almost always start with some sort of a side hustle or a side gig or nights or weekends. Yes. And until it's economically viable it plus it also shows you that you're willing to work you're willing to put in the hours you're willing to do and it may fail and that's okay. Like it's perfectly I remember, actually was my dad at the time who was a business owner and I remember he sort of gave me permission to fail. I've talked about several times in the podcast so it was really after that. I feel like my mindset and my career really took off because it was like you have permission to fail like it's okay to fail.
Well, it's it's to me it's proof you tried. Like that's proof right there as opposed and nothing drives me crazy or when like, ideas are great, but like everything is all in just the delivery and execution of if you bring it to life and I think yeah P i Listen, at first when I closed my jewelry business, like I thought it was a failure. And I was like, No, I have like now I've gotten all this experience and I wouldn't have done it if I didn't try. So it's just like you try and most people can't even say that they tried.
I was. That's funny. It's somewhat for in that, because just comes to mind. Now my first job out of college, I graduated with a business degree in communication. That's fitting. Actually, there was a large company. I think I've told the story too, but that basic, they didn't hire him because it said too much energy. Oh my god. And it was it was for sales. I was like, oh, yeah, I
smacked right at the thought of timing.
That you know, there may have been some immaturity there, but that's fine. Anyway, long story short, I was selling copiers, and they put you through sales. I loved it. And I was selling copiers. I sold a did for about a year. Metro sales. Shout out to them. They were great. And I loved I loved it. You made. It taught me a lot. You did a about CRM, software. If you make 100 phone calls and 10 appointments, you get six sales, like what is your conversion rate. So learning some of that being persistent. I was never afraid to talk to strangers. So well before Malcolm Gladwell. His book came out, I was definitely okay with talking to strangers. But that is halfway through. I just was not fulfilled. And I was like, I had a lawn mowing business in college and in high school that I sold and I was like I can't work for so I was wearing a suit every day. And it's like, I just can't do this. So anyway, long story short, I was building I built a house on the side as a side hustle. So I was I was driving a Jetta, I was wearing a suit and I drive to the jobsite, I would change in the car. So I didn't come out of my car. I probably parked down the street and walk to the job site. So I didn't look like a total imposter and just a halfway imposter. And but I would print my large format plans at the office. Yep. You know, the copier office? Yeah. Cuz I didn't want to spend the money to go pay for it. Right? Yeah. So I was, you know, like, hey, and then I got to learn those wide format machines, which are very expensive. And I remember printing them off, and people were just kind of like looking at me, like, what are you doing? Like, oh, I'm learning how this large format while I'm printing off, like 20 pages of like a house blueprint, right? You know, all the same, like $30. Anyway, halfway through, I quit my job, I sold my car, bought a pickup truck, got my billing license, and that was 20 years ago. Yeah, that's But anyway, side hustle
that's in your, that's an entrepreneur that's in your DNA, we're scrappy. And I always tell people, like, it's not easier to become a business owner. In this day and age, I think it's just more accessible. And just like, there's just like a skill set, you kind of have it or you don't. And just like, you know, not everybody should be a doctor, not everybody should be a business owner. There's just everything has its pros and cons, you have to be willing to figure out what it takes to get.
There's oftentimes my wife wishes I wasn't because, you know, one of the questions that we often talk about amongst ourselves in our networking groups is how do you shut off your brain? Oh, yeah. And, you know, I think there's a lot of perks to having your own business. But the idea that, you know, you have set hours, you can go wherever you want, whenever you want, is a fallacy. And so it weighs on you and you care about people, like you know, I employ five people, and I work with hundreds of people, I care about their families, you know, I it is important to me that they also succeed and that they also do well. And so, you know, if you are not getting the sales, building a new home or attracting the clients because your brand is not right, or your operations are not right or whatever, it affects other people. And so now all of a sudden, kind of that, you know, what is it heavy? Heavy is the weight of the crown or heavy the crown the wet
hair, there's this terrible with expressions. Yeah, whatever you say, I'm gonna say That's right. Yes. I'm
like that, basically, you know, your head is heavy when you wear the crown. Because the buck stops with you, you know, you know, something really bad happens. My name is on the sign, correct. You know, and so it's kind of up to you. No, it's kind of up to me.
Did you just hear that?
I didn't hear that. Boop. But it looks like it's still recording and our audio is still going so
I keep on talking. Okay, let's just and I see dog his dog supposed to be there. Oh, he's just
check in and look at his wave. And now he's like, embarrassed. He's like, look, I'm waving dog, dog.
This can be on the blooper reel.
Yeah. He's just checking in. He's making sure we're we didn't hear the boop I do like the boop. Okay. Anyway,
we can edit that out. But I was just like, keep it in. Yes, the idea of
like, a lot of stress when you're an entrepreneur and you're and you're caring about what other people are doing.
And it's just unfortunately with this little thing called the internet. I think a lot of things are just it's with anything, it's like a little bit glamorized. We only see the highlight reel and I think I think it's really important that we're honest about what it means to be a business owner it's really hard in the sense of to that point you are the decision maker there are quote unquote people come sacrifices but I think whatever work you do, there's going to be pros and cons that you have to make and you have to be willing to be okay with that because no job is perfect. No work is perfect. No business is perfect. And also like not everybody's meant to be a business owner and not everything needs to be a business some things are just meant to be hobbies I'm so kind of over this like gluttonous like make all this money bringing all these streams of revenue like they're just some things that are meant to be, you know, joyful like I love coffee and I love baked goods. But I'm not going to open up a coffee shop because the second I do every cup of coffee is gonna have $1 amount on it that I know I have to sell. I'm gonna lose the interest. I'm
grinning ear to ear like a Cheshire cat right now because I was in LA last winter for a wedding. And they had this place It was called. Oh, anyways, they did boba tea. And the boba guys was the name of it and I looked into if they franchise I was so impressed that I wanted to come back and have a side business. Forget the podcast forget building. I knew those two. I'm going to start a boba tea company. Oh, yeah. Oh, go Luckily, they did not franchise in Minnesota. And I was like, Ah, it's too much effort to do it all because I had the same feeling six years ago with frozen yogurt. No. Remember yogurt lab job? I do. I was I am an Illinois eight. They're a lot. Maybe you want to stop eating. There's why they are out of business. But anyway, long story short, I was I that was also like, right post. I was like, 2012 13. I actually, honestly enough, I went to an old past client of mine. We had she had built two homes with me. Yes. And her name was Sandy. I said, Sandy, what do you think about doing a frozen yogurt cup? We actually went we took a day together and we drove to everyone in the state. We tried them all. We ate them all. We asked all the questions. I talked to franchisors out. I just couldn't stop myself. And then at the end of the day, Sandy looked at me, she goes, I have a question for you. And I was just like, yeah, go ahead. And she's like, who's going to run all these into all this time? Because I just thought it was a great idea. It was just gonna magically do itself. And it's like, oh, oh, yeah. The time is still gonna be the issue is time?
Well, yes. Honestly, there are just some things in life that are just meant to be enjoyed and just enjoy them. You don't need to monetize them. That is okay to just enjoy the things in life. We I'm all for like having multiple streams of income so that you have more financial independence. But I just think there's this like pressure and glamorization of being a business owner that I just don't I just don't vibe with. And I think like, I love it, because it's challenging. I you get to kind of be in the driver's seat, you have no ceiling. And you also work with really interesting people, you meet really amazing people. And again, it all comes back to like their stories and how they got started. So yeah, I just think and even with our podcasts refund, Sarah and I definitely try take an honest and fun approach where like, you don't have to take yourself seriously. But you can also be a smart driven entrepreneur and still drive results and not take yourself so seriously, which I find is hard for some people.
Let's talk about your podcast that's on my question list here. And I love it. You guys are in season two, or you're on to season three. So we're on
to season three, we're gonna start filming at the beginning of next year, just because q4 and Sarah has a she's got two babies and she's got a little one and I we wanted to make sure that she we our schedules align and we do it. We're in the right frame of mind. So I'm early next year,
it's just you know, how our peers inspire us and kind of give shape to us. So just briefly, just to bring reverence. Like, you know, I had been on a podcast a year ago, Brad love. It's a deconstruction. Yeah, that's right. You're on it.
I've talked to him about it. So funny. He knows I hope he's listening. Because he knows I've always got great tea. They need us. I need this guy or girl.
Now. That's from all your sharpening your teeth comments. Yeah.
Yeah, mine would be sayings, by the way. That's what that was.
But the point is, is like so you're inspired by those that you listen to and those that you're on. So I started a podcast 30 days after that, kind of, not really, with a lot of I had a lot of energy a lot of, but not a lot of clarity in where it was gonna go. It sort of took shape organically quite quickly. But your podcast came out. When did you guys first start was when did you put them last season was that
last year was in so we've done two seasons, two live shows. I think we launched last fall. So
we it was very similar time. Similar timing. I
remember that. So we last summer. We filmed partially in New York, and then did a live show in North Loop. And then we did season two and then a live show Galen time stay in February of
this is why because when we met at Blizzcon, we have to go back to the beginning. Yeah, that whole thing. But yeah, which doesn't need to be talked about. But so you had it going on. And so I was like, Well, I was launching the podcast. I'm like, well, you're also launching at the same time. So we're talking about, you know, sponsors, how do you do it, but was really impressed. And that impressed me greatly was you had a live event? Yep. And it was very impressionable on me, because now we're coming up on our second live event. And guess what? You're going to be my co host. Oh
my God. That's what a great segue not even plan. Right? So
you're my co host. And so I sat in the front row, and that's your husband. And it was me and 90 other women?
Yes, you are my husband are the two males in the demographic.
I have a great time, which I thank you for making me feel welcome. And it was a wonderful, wonderful time. And so I realized that you can have great educational content and it's really in capturing Yes, you can also make an event entertainment, all those things can all be in one. And I think that might that seed must have without me thinking about it. Just as like I can't remember I was thinking about a live event before that or not, doesn't matter. But from there I was like looking around, okay, this is what you do. This is how you do it. Okay, I want to do this. Yeah. And it was, you know, six months later Greg did it with Jackson Schwartz is
a fantastic show, which I was also at. That was a really, really good show. Yeah, I listened to a lot of podcasts. And I feel like I've seen I've actually attended some live podcast shows too. And there's, but they're not business related. They're like comedians that have podcasts too. And actually be funny, right? Oh, it's super funny. But also, though, too, like, we we did it because a big part of our just purpose for the show is we want to connect other women owned businesses and let them know they're not, they're not alone, and that they can come and connect with some really rad awesome people too, and feel heard and kind of escape from the day to day. So it also just felt like a good alignment from an event and we're just testing it. Everything we do is kind of a little bit of a science experiment. Another one. Yeah, we'll think we'll do another one. We just don't know what it will look like. That's all kind of in the works. We want it to feel like an experience at the Lululemon show, we had ear piercing we did permanent bracelets, we just want it to feel very experiential, which is really important. Because again, in a post COVID world, you need to give somebody a really good reason to show up and give you their time. So it usually means free parking, free food, good content, and just an overall good experience which we've tried to achieve.
Right. No, that's that's well said. Yeah, that just going I guess highlighting the point of the refund, in your words describe what it is because I think it's a really fascinating concept, you know, just to differentiate it from mine. So my podcasts were really important that I wanted him to be in person as much as possible. Now we're getting next year, we're going to start reaching out on the odd weeks to basically other builders and designers and architects across the country. Because I want to expand the show is reached because I really I'm trying to have our listeners get some business ideas, to understand to get to know people, but really, what can they hear on this show that they can apply to their own business that's important to me. But what I love about yours just as a nuance it's different is like you have a you're not interacting with guests, but you have a very clear identity to your show. That's gonna be very strong. Can you talk a little bit about that?
Yes, it the way Sarah and I describe it. So we do very high end video production by Kayla Moines, who is our just director, she's a fantastic videographer. We want our show to feel like you're sitting on the couch with us either having a cup of coffee or having a glass of wine. And the way we film it is very, like we invite you kind of into our space, Sara and I are sitting on a couch probably close together with our shoes off in some sort of like cute or comfy outfit. And we're just having an honest conversation about just kind of BS things that we've been told whether it's about our lives, or mostly it's about our business, that we're just not really having anymore and being vulnerable and sharing our experiences. And what we try to do each season is pick kind of one stellar guests. So in our first season, we interviewed Adriana Carraig, who runs the little words project out of New York, New Jersey, and she has an interesting story because she was self funded. She started her jewelry business out of her basement in college and ultimately million dollar bracelet company and Taylor Swift wears her bracelets and like we had a shot Who's that? Adriana Carrie? Oh yeah. Which is incredible. Blowing
up the NFL.
Oh, I love it. And I don't even care about sports. I'm like, Oh, just making people angry. Who cares?
Making people happy? It will both increase a 400% of sales Jersey Jersey sales and like number one podcast in the world.
Like listen to the refund Taylor listen to the
refund like Taylor Swift if you're listening Yes. Come on the curious brother podcast and we could probably even make it away into make you a live event Correct.
Maybe do like a performance or two. But yeah, that's really kind of the purpose of the show hurt. I've known Sarah for a while now. And I just adore her and her energy and she's a fantastic creative director and brand designer, she did my branding for my JDP konsult business and I think it's important that like I do things that either make me happy make me better or make me money. And the only thing this podcast we're trying to figure out as the make us money apart, but I love it and Sarah and I are a good pair because she brings us creative kind of type B energy and I'm very type A looking at
type B I always hear about type A I didn't know there was another type Yeah, so type B is tends to be arrogant of the type
A, I was gonna say classic type a type B is picking from a classic type is literally just a little bit more kind of relaxed doesn't need as strict of a like process or routine and regimen as the Type A does so like my husband Max, you know very well he is type B so when I think about a type B person if I look at their desk, there's just like shit everywhere they don't like they have a million tabs open that stresses me out I have so much order to my desk and like I'm very focused on like what tabs are open on my computer what I work on and when and they're just I think about water when I think about type B they're just very like go with the flow they don't need to be put under this like crazy structure and that works really well I think for Sarah is a creative for me like makes you break out in hives and there's my husband is very type people. We're compatible.
If I could think of one word to describe Sarah It would be, like vibrant or colorful? Yes, because she has such a big personality. Yes. And she's so I often think of bees more like your husband and my wife. Yeah, they're they seem to be more quiet, more comfortable in their space and things like that.
But I think she has the type B, but she's extroverted, too, which I think helps. But I think her and I are good. We're a good duo. Because then also like her, and I have a lot of fun together, we're like, we just joke around. And we're both, you know, aiming to be on this million dollar club, which not a lot of women make it to a million dollars, and we talk about all the time, she's gonna get the yacht, I'm gonna get the private jet, and then we're just going to share it because it's a better cost savings plan.
You know, it's interesting. The reason that I listened to your show, is I love the fact and I've talked about this a lot on the podcast. And it's not only because I have a daughter, and I love my, my sister and mom, but like, just women are very impactful in my life. Yeah. And I feel like, there. And I feel like in the last 10 years, it's been such a shift in two things. One is mental health and discussing it. And the second and the second one is just women in power and women ownership and all these different things. And so, and I applaud it, and I love it, but I am still a man. Yeah, you're still like, you're still in the NFL caveman. But the point of it is, I feel like you you were able to very well articulate kind of the female point of view on the the refund thing. So there's a lot of what you're rejecting in culture is things that are sexist things that are in it's not always about business, necessarily. But I think the things that resonate with me in general things that like, oh, and maybe it's because I've ever been in corporate America, some of the things don't apply to me, because I just shared a big enough staff to encounter some of those things. But I find it very educational. And it kind of helps reset my mindset a little bit like, oh, I have to be more thoughtful of this, that and another thing, so I appreciate it. That's one of the main reasons that I listened to it actually.
Yeah, I'm, well, one, thank you for being a listener and to like, you know, we don't know all the answers to all the things, we're just trying to share our experiences that feel most authentic to us. And if we can help make someone feel less alone or feel understood, or give them an aha moment to look at things differently. I think perspective is super important. So thanks for being a VIP listener of the refund. Mark. Yes.
And I also think he'd do more live events. I am a huge fan of the live events are fun, I think, what do you think about that? So I know we have we can talk maybe a little bit about the live event that we have coming up. So on the 14th of November, you and I are going to interview Alex Lelouch. Yes. And we're going to be at the lowlands, which is his new wedding venues. Construction is that he has audio low voltage company. Yes. So it's, it was ironic to me that Jackson Schwartz, who did her live event, you know, has handblown glass in the world, but he also has the wedding venue. And now the next person has, it's like, I'm only interviewing people that have a side business.
Well, I'm fascinated to talk to you about him. So obviously, there's like, yeah, there's the builder piece trip. But I'm interested in just like the mechanics of owning a business in an industry that I think was totally shaken by the pandemic, and it's kind of seen a resurgence. And I feel like I've been to so many weddings this past year where I like, need a break. But I am so fascinated to kind of hear about his business, and also historian how he's gotten to where he's at today. So I'm super excited
when I didn't know this about him, I can't remember it, we'll find out at the live event. For those interested, you can go on our website, or any of our social channels and buy tickets. We'll talk a little bit about the VIP deal that we're doing there. But I believe he came from somewhere overseas, Lebanon, I think he said, we'll find out I can't remember he told me a password. But part of his story here as a serial entrepreneur is him emigrated, the United States as a young child, starting a business and I just that sort of embodies this beautiful concept of quote, the American dream. I don't know why it's necessarily tied to America's dream, because it but it's really, it is inspiring to me that people would leave other parts of the world. And to come to a place where they would have the freedom to start a company like that is their driving force. And we just built a house for somebody and her parents came from Iran. You know, I don't know how many years ago, 3040 years ago for similar circumstances. And I think having grown up in the United States, and, you know, having family around me that we're all entrepreneurs, I mean, I have several uncles and aunts. I mean, just like I don't have actually anyone in my family tree that have a business, which is weird.
I guess that's awesome. It's in the blood, it's in the DNA, I
guess, or that's just the only thing we you know, we couldn't get a job because we have too much energy. But anyway, the point of it was is I think I'd never want to lose sight of what a gift it is to, you know, be in a country be in a state and be surrounded by that we can do that. And it ties in just loosely here. I'll get off my soapbox in a second is, you know, we talk a lot about trying to get, let's say, anyone associated with building into the trades, because there's been kind of a real talent gap lately of people that went into education. They know that there's nothing wrong with education, you know, college degrees, all those things. That's wonderful. But you know, so a huge part of the generation you know, might have an interest in in homebuilding and there's so many different aspects. There's all those places marketing accounting business, but the real tangible things like, you know, being a framer, H, fac, electricians and all these different things. But here's the thing, if you get into it, you love it. Guess what you could start your own business. And right now, because I think that we had someone on where we were talking about stats, where for every seven Master Plumbers that retire, only one journeyman is taking their place. So you talk about opportunity, opportunity, if you were if I was 2223 years old, and I had an I had an interest in being outside or just working with my hands or creating something or being part of the home industry, to get to be an electrician, or a plumber into h fac. And there's a lot of technology in there, too. If you're interested in it, you can get into it work for a couple years, guess what, you could start your own plumbing company. And you could make very good money, extremely good money, because there's obviously at some point, you're gonna cap out if you're an employee, or sure at some point. And so I just think there's so much opportunity there, again, going back to this thing of starting a business, or expanding what you can do, there's a lot of opportunity out there, for sure.
And I think it's like, you just got to figure out what your threshold is for just like challenge and trying something new and kind of being scrappy enough to figure it out on your own. And again, it's, it's not for everybody, but for the people that love it. They they really, really love it. So yeah,
one thing that I want to make sure we get on record here, because it was such a fascinating story, going back to your men's jewelry days, and you said about being scrappy, and figuring things out as you go. Tell us about the time that you pitched Nordstrom and it was a drop shipping. Oh, yeah, it's such a good story has to be told.
So dad talk about I feel like every entrepreneur has like a version of this, this story of just kind of like how they've gotten some sort of like break of some sort that with a big brand of some sort. So I had Nordstrom had carried me online for a year and a half. And how that came to be was I was at the Nordstrom the ridgedale location in Minnesota, which is like they design that store, it's a little bit more elevated than other Nordstroms. And in that ridgedale There is a restaurant, they were really good. I don't know if it's a Caesar salad or salmon salad, just definitely get it's a plug to eat that salad. And I was having lunch with my business partners. And we're kind of doing our monthly check in and one of them had asked me, you know, what does it take for us to get, you know, picked up by a Nordstrom? And I was like, I don't know, I'll just go and ask. So after lunch, I take the escalator down. I go to the like, the like manager desk, and I was like, Can I talk to your store manager, I was acting as if I knew who the store manager was. And they're like, Okay, so they pitched on this woman named Stephanie, who is amazing. And I believe she's retired now, but I basically like it was wearing on my jewelry and I pitched her I was like, hey, what do you think about doing a pop up with men? It's, you know, women owned, it's my jewelry business. I'll do everything. You just got to say yes. And give me the space for the day. And she like looked at my displays. And she was like, Here's my card. She's like, I gotta think about it. Just like we've done this before with like an author and a book release. I don't know how jewelry would work. But just let me think about it. You can reach me at, you know, this email and phone number. And I was like, great. She didn't say no. So then for three weeks, it was like every Friday I called Nordstrom and asked for Stephanie because you know, people in retail, they're at a desk, they're literally on the floor, managing their team helping customers. And that's a I bet that's a high volume Nordstrom stores I called Stephanie for three weeks, until she finally was
like, okay, Jordan, he answered the phone or she called you back? No.
So she answered the phone, she would get to it or leave her message. So she answered. And by the third time, she was like, okay, Jordan, come on April 14, or whatever the date was, you'll have the space from 12 to four, bringing your own displays, manager and point of sale, we'll kind of do this our way. And then we'll go from there. You could take 100% of the sales like we just want to support you. And I was like, yes. So then I and I was making all the jewelry myself at the time. So like for two days straight. I was sitting on my floor there were like beads and gemstones everywhere. My fingers like my thumb's were bleeding because I was making so much. And I had my pop up there, I had sold out of stuff. And I, I think our goal must have been like, I can't remember what the goal was. But I know that I exceeded it. So I made like five grand in four hours. So like I had exceeded expectations. I sold out of stuff. It was super successful. And then a couple months later, they reached out to me, they're like, hey, we want to do this again. Like it was such a success. Let's do it again. So then this time I do it again. I have a production team that I work with out in New York to make all the jewelry. I go. We set the goal again, we set it at 5000 this time Yeah,
once again, you're building it by hand before but now you've outsourced it to
Yes. So I found a manufacturer out in New York who would help assemble the pieces for me at a good price point because I had priced everything that was the first thing I do I got funding was get super clear on my materials and time so that my margins were good. So I had priced it appropriately obviously With the support of my business partners and just from a financial standpoint so that when I needed to outsource I could afford it to be you know, made in the US because a lot of stuff a lot of jewelry probably gets, you know, made and assembled overseas just because it's cheap. And I didn't want to do that. Also quality control. So and I would probably do that once a quarter, I would send a bunch of materials and have this production house batch make it for me, Melinda designs is the name of them. And Melinda is a wonderful team. And she did a really good job. So I had all of this stuff made. And then I did another pop up with Nordstrom. And the goal was set at 5000. I remember I did 11,000 in sales that day. And I think it was the highest grossing sales in that store that department that day. Wow, it was awesome. And I because I'm so driven by sales, it's just in my blood, and they took a cut, because this time they had skin in the game to like this chicken cell, we're going to do a cut. So then I like living off the high of the second popup, and I don't hear anything, you know, a few months go by, and I get an email in my inbox. And it's from a buyer out of Seattle and Nordstrom. And I'm like, oh my god, what is going on and this woman's like, so we had been doing these pop ups in Minneapolis and you've been exceeding sales. And we want to, we want to know if you do dropship and I just remember being like, uh, we absolutely do dropship you just let me know what you need. And then I just putting my phone down and I was like, What the fuck is dropship and then kind of the last piece of how this all came to be. So dropship essentially is where the store will put it online and then you fulfill the orders. But the thing about a big box store like Nordstrom is you have to use a you know, this is where the you know unsexy parts of retail come in this is logistics, you have to use a certain software, you have to use a certain type of packaging, they have to
conform to their system at this point. So the bowtique aspect of it the uniqueness now it's like that's all charm and dandy, but now it's scale time, correct?
Yeah. And you have to, you have to maintain a 98% fulfillment rate within 24 hours. So they'll give you the boot and well, so that's you can only miss one fulfillment. So then you
have to really stockpile and then how do you Wow, okay, yeah, how did you navigate that
because stress crying and
total inventory.
As as I was like getting everything ramped up, I was also opening up a three month holiday store at the Mall of America. And my staff couldn't start until two weeks after the opening dates, I was working 14 to 15 days straight from 9am to 10pm. And then I was also taking phone calls from Nordstrom because they were like checking to make if like my SKU numbers were correct or that like they verified that the boxes were the correct size and the correct material and that we're you know, you know, sustainable etc. And I just I have this video and I'll have to show it to you mark of like, I'm on the phone with Nordstrom like eating like what souls pretzels like corndogs in an inventory closet at Mall of America at like nine o'clock at night. And I'm like, just living the dream here, just really getting a partnership with Nordstrom.
It's like the pictures they have of like Steve Jobs, like in a garage in Silicon Valley. And like 1970 or like Bill Gates, you know, right. It's like wires everywhere and computers in the background in their garage. So that was you in an inventory culturally
and I to this day, like that experience of just running a business. And just I always tell people, I have retail businesses like, please call me before you go and enter an agreement with a big box retail. Let me if you're gonna do it, like, let me just look at the contract. And let me just give you the resources that I have. So you don't have to suffer. Because again, like, and then everyone thought it was so great that Nordstrom carried me and eventually, like, you just become a number on a spreadsheet. You don't do X amount and sale. And again, like I had really good experience. It did good for my brand. But like, again, if you tie your success to that you're going to be really discouraged or it's not gonna feel what you think it is. Because I remember like, I was just so tired when Nordstrom had picked me up, I was so burnt out and I was like, Man, this isn't what I thought it was gonna be, which is that's just retail too. But I would say if people are in retail and they I can give you kind of the candid point of view because sometimes it's really good for businesses to get big box retailers but it could put you on business if you're not set up to scale, which I think fully was it'd be
really interesting to get Katie Cass background was in owning a restaurant yes
her and I talked about that we'd
love to get that guy's that would be a fascinating live event by the way of having one of you talk about retail and why don't you talk about restaurants because I am very confused. Who doesn't like a cute little boutique shop who doesn't like a really cozy place to eat but the margins from I just I was just talking to a restaurant tour. He's part of my networking group. They're making like single digit percent points and you're like why would anyone it's volume it's
a volume based business.
I don't get that it's like it's not the kind of say like, you know, if you're if the Titanic has a hole in it driving faster doesn't fix you faster. I don't get how But just because you have more volume, I just don't understand how that plays well, but
I think yeah, I think the Yeah, I would say any service based industry like retail or restaurant, I think every everyone should work in that industry, because it'll teach you a lot about sales. And I think it's not for everybody. And there are just some models that work better than others. But yeah, you're gonna, it's all numbers. So you gotta sell
one quick story here. I think I've shared it before on the podcast, I don't think I've told you before where I had heard once that there was a builder that was looking for people that better at customer service for their company, I think was maybe even a plumber actually, I think is the store down in Florida. And they, they went into restaurants, and they hired a bunch of Maitre D's. And people that were at high end restaurants, because they knew their customer service skills were off the charts, their memory, because you know, you can't write stuff down, you just have to memorize all these things. And they trained them how to be a plumber, they trained, and they just knocked it out of the park because their service was so great. And that amazing.
I feel like the best entrepreneurs at one point love serving because I serve too. And I ran a restaurant while I was in college in Chicago part time and that's
my poor diet. So as your advice to me, as you close out working with me is do I need to go get a part time job at like a restaurant, I
think it would teach you a lot about people. And it's like, you have 30 seconds to make somebody like you and sell them a bottle of wine. And I remember I was like selling bottles of wine when I was actually saying I would love I think you would too. But then you'd also probably pick up smoking cigarettes and drinking Red Bull on your brakes.
I also would probably do it for like one day and be like, I'm good. Yeah, for like a day.
But for people that like want to learn and you can make good money while you're doing it in college. I like highly, highly recommended. It just teaches your good people skills. You don't have to do it forever. But when I did it, I loved it.
I agree. And who doesn't like good service? No payment. Nobody likes bad sir.
And if it's a good restaurant, you get really good free food. I mean, it's a win win. You're fed.
So we're we're on the on the duck for an hour. So we'll we'll cut it out here because you know, I could talk for 20 more days. One, I guess two last things what? Just because I always end the podcast this way. What just some things that you do to continue education and learning. What do you like to do?
Big reader I love reading fiction. So I love it's like brain. It's like mind yoga. I love fiction, thrillers mystery is my jam. So that's just like for funsies. Like professionally, I will go through just different coursework. So like Harvard actually has a lot of free online courses you can take actually just got certified, this was paid a leading with finance program, just because I wanted to be smarter about financials and how do you properly you know, evaluate a business that's trying to be sold in the next five to 10 years. It was one of the hardest courses I've ever taken. I was like, That's Harvard. Yeah, it literally I couldn't believe that I got in, but my certificate is coming in the mail, which is super exciting. But yeah, I'm just, I constantly seek knowledge in a way that I can. So through online courses, is a big one. But yeah, reading coursework is typically a white girl. Sorry,
I guess I do have another question. Where do most your clients find you? Like viral like mine was referral? Well, I guess I met you at Blizzcon, which I guess we will have for another time,
I would say yeah, events, workshops or referrals. And I typically booked three to six months out and like I'm not booking any new clients for the rest of the year, like my books are closed. And so if people need help scaling, growing, you know, cleaning up their ops that would start next year, which makes the most sense for folks that are trying to start the new year.
Well, and you also we didn't touch on it that much. He also do keynote speaking Oh, yeah. Which we're gonna talk about that as well. There's a lot more we can talk about. That's okay.
Honestly, the topics that we talked about are just growing and scaling a business and knowing when to leave a business is typically what I'll talk about. Yeah, any keynotes or workshops are all just kind of business centric of I'm just trying to share knowledge, there's really no gatekeeping here, if I can be honest with you about how to raise your prices, you know, how to make sure that you can scale your business, all of those things, and just even getting funding. Those are all topics that are either workshop or all keynote, it just depends on what the audience wants, and I try to keep it entertaining. I try and keep it fun. Because sometimes this stuff can get heavy.
Yeah. What are you most looking forward to in 25? Or 24?
I was like, Oh my God, where am I gonna be in two years from now? Oh, my God, what a great question. What am I looking forward to? That is I am just trying to get through the end of the year and I want to just take some more trips. I'm trying to travel and visit I've got a sister that lives in Hawaii, so I want to go visit her at the end of the year maybe. But I just think there's so much potential for my business. I can't wait to recap and see how far I've come this year and see like, oh, I exceeded my goals last year. Now what is 2024 look like? So I'm just excited for the unknown. I feel like that's a classic entrepreneur of like, there's so much potential happening. So would like to you don't have a baby so my husband are hopefully going to try I would like to be pregnant next year. I'm putting it on to the universe. I love it. But that's personal. So I may be pregnant on stage keynoting or pregnant working with my clients. So
that'd be that'd be one It's, it's wonderful, right?
Yes, yes, yes.
Now Sara can give you all her advice because she was extremely pregnant at your last
pregnant I told her I was like we gotta do. We gotta film when you're not pregnant. So we're trying to also film when she's not pregnant do. Yes.
Wonderful. Well, thank you very much for coming. I'm excited for all that you do for us. And if you like what you hear, you will be with us as a co host coming up at our next live event. Yes, please
come I'd love to meet and chat with everybody in person and we'll have a good time and you should definitely do the VIP part of the event because it's going to be super fun. I don't know if it's a surprise or not, but it's worth every penny.
That's pretty cool. I think we are we're doing a basically we're having a mixologist come in but I think it'll be limiting it to 20 people an hour before and we'll we're going to do kind of I actually named it the other day. I don't know if you saw it it's gonna be called the holly smokes. said Holy smokes. And Holly like Christmas because we're getting close to the holidays. Perfect is going to be a very unique custom cocktail that they'll walk you through it teach you how to do it. Take it home,
I need a custom cocktail for Thanksgiving this year and
also be a mocktail as well. So they'll be couple options there. And then the VIPs also get pretty sweet swag bag. Oh, as well as front row seats as well.
And yeah, yeah, you get to hang out with us which is what everybody wants to do that
yeah, don't don't know. Everyone's gonna like oh, people are canceling. Oh, wait, hold
on. I'm seeing ticket sales just dropped just asking for a
refund faster than the Twin Cities Marathon.
Awesome. Well, thank you, Mark. You're doing great work, connecting and making grow in this community. So I'm super excited. So thank you.
