Entrepreneurship

The beginner’s guide to beginning by a beginner

The beginner’s guide to beginning by a beginner by Danielle Geva
| Danielle Geva

If you’re thinking of launching a new project, here’s how I got started with Mypodnotes.

 

The Idea

A few months ago a friend suggested I write summaries for podcasts. The idea sounded interesting since podcasting is on the rise, and there’s no way anyone could keep up with the constant stream of new episodes. The best part was that I could test the idea without dropping anything. I started Myponotes as a side project, but after deciding to think like an entrepreneur I realized that it had the potential to become a business.

How to find ideas

Side projects, businesses, and high growth startups all start with an idea and don’t go far without commitment to pursue them. Even though you need both to succeed, it doesn’t seem to matter which comes first. The idea for Mypodnotes found me, but if you’re itching to build something of your own stop thinking up solutions to problems that don’t exist, and answer the following questions:

  1. What’s a problem that many people have?
  2. What’s the solution?
  3. How can I help these people solve their problem?

Think of as many problems as you can from your own life, and then ask your friends about anything that bothers them or wait for them to complain about it on Twitter. In the beginning it might be difficult to come up with ideas, but after you train your mind to think in this framework you’ll spot new opportunities everywhere.

When to commit

The bar for side projects is much lower, since resources can be restricted and failure doesn’t dramatically impact your life. So if you find an idea that intrigues you, go for it. This is an opportunity to get those creative juices flowing and learn some new skills.

Starting with a side project is also a good way to validate an idea if you have grander plans. If you’re unhappy at your full-time job, you don’t have to quit to find out if you’d be happier having your customers be your boss. I’m not a lawyer, but you should probably check your contract first to make sure there’s no conflicts so that you’ll have full ownership if you decide to leave.

After chatting about Mypodnotes with friends to gauge demand and the work involved, I found many people who were interested in Cliff’s Notes for podcasts. There just isn’t enough time to listen to every single episode, and no one likes to miss out. I also relate to people who remember key insights better by reading text over listening to audio. This was enough to take the side project seriously, but I only decided to fully commit to Mypodnotes once I saw actual traction on the blog.

It will take much longer for me to figure out a business model that works, but I’m in it for the long haul. All you need for building a company is time and determination, because you only fail when you give up on your idea.

How to name your business

The name Mypodnotes came to me randomly, and is pretty straightforward because that’s what appeals to me. Ignore the pressure to spend time searching for the perfect name, because you can always change it later on. Finding a name that’s unique and playful isn’t as crucial as making sure people can pronounce properly so that it catches on. Once you come up with a name, don’t get too attached to the spelling before you secure a domain and a Twitter handle. Try adding words like “The” and “App”, switching up vowels, or experimenting with new top level domains.

The Website

If you’ve ever heard of Lean Startup Machine workshops, then you know a business can start with a single piece of paper. Remember that when it’s time to create a website for your new idea. Instead of spending the next few months learning how to code, or figuring out WordPress.org again, I decided to go with Tumblr so I could focus on growing an audience for Mypodnotes. Your site is just a means to end, and the functionality you need to test an idea is usually offered by a third party platform. You can always build a custom site later on, when it’s time to scale. As you probably figured out, this section isn’t about how to magically create something out of thin air or how to hire a web developer. I’m a bootstrapped non-technical founder, so it’s all about distribution.

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Think like an entrepreneur

| Danielle Geva

danielle geva think like an entrepreneur

Life is a journey, but I’m impatient so I spend all lots of time reading career blogs trying to figure out what I should be doing next. Recently, I read that INTJs aren’t motivated by compensation which is why freelancing isn’t ideal. I gravitated to consulting because structure is boring to me, and clients in need of startup marketing always seem to find me. But in between clients it feels weird to spend any time thinking of how can I make money over actually helping as many companies grow.

Career advice starts by telling you to find the intersection between what you’re good at, what you like doing, and what people are willing to pay for. So I end up stuck wondering if I should hop on the learn to code train because I can’t seem to check off all three. The problem with this perspective is also that it’s all about the individual, especially talented ones and I already know I’m more of an agent type of person.

Then I look over at jobs, to see which companies actually need me and where can I make the most impact. There’s a huge demand for startup marketers, and even more applicants. Interviews aren’t my forte, and the process ends up being more about the resume and how many connections you have to the hiring manager.

I’m sure I’ll always spend time over-analyzing the meaning of life and my purpose, but I want to make sure that I keep moving forward. I want to spend the next 5 years working towards some crazy awesome idea and feel like I’ve achieved something great instead of being stuck in the same cycle. I’m starting to think the only way to do is this is by thinking like an entrepreneur.

Instead of obsessing over monetizing your skills, you uncover how to add value:

  1. What’s a problem that many people have?
  2. What’s the solution?
  3. How can I help those people solve their problem?

Once you have a solution, it becomes all about distribution. Which I love.

This how both mypodnotes.com and whistlenow.co were born. I’ll leave the details for another post, but I’m pretty excited to start working on these and learn from some new mistakes.

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Nasty Gal is killing it on Instagram, here’s how

| Danielle Geva

My last few posts have been social media audits. Each one assessed a single online channel of a well-known startup. While trying to figure out what brand to feature next, I considered Nasty Gal. The only problem being, Nasty Gal is killing it on Instagram.

Of course there’s always room for improvement, but with no major shortcomings I wondered if I should keep looking. When a brand is doing well, I think it takes skill to point out its weaknesses. More importantly, I was hoping my actionable advice was heard and helped the startups improve their online presence.

After following Nasty Gal’s Instagram account for a couple of days, I realized that even though they don’t need my unsolicited advice, other brands are bound to be inspired by their success.

I often get asked if Instagram is worth it. This depends if your customers are even using the social network. You should also know that Instagram may not drive much traffic (and in turn sales) overnight, but it’s invaluable for building a loyal community. This is partly due to the Instagram feed being one of the few that is still viewed in its entirety by many users.

Below are some actionable lessons that translate to most consumer brands, and will help you tap into Instagram’s captive audience.

Branding

Open NastyGal.com in a new tab, and soak up that feeling. Now open up another tab with the Nasty Gal Instagram account. The brand has managed to duplicate the experience, with Nasty Gal’s Instagram being as vibrant as their site, and full of attitude.

Nasty Gal
Nasty Gal’s Instagram account, managed by Isabella Behravan

The risqué tag line appears on their Twitter account, though it slightly differs from their Pinterest and Facebook bios. This might be intentional, as you should always keep in mind the type of users on each social network. However, your target audience might not change much depending on the medium. Consistent messaging can help with SEO and with conveying a stronger and more memorable image.

The only hyperlink on Instagram is the one in your bio, so be sure to use that space wisely. Nasty Gal links to their homepage. You can follow suit, or be creative and link to a landing page personalized for Instagram followers.

The Nasty Gal logo is used as a display picture for the main account, while a slightly revised image appears on their careers account. You might be tempted to switch up your display picture, but exhibiting a consistent logo helps improve brand recognition.

Sophia Amoruso is no stranger to social recruiting, and having a separate careers account allows Nasty Gal to stay true to their brand. If you plan on sourcing talent and distributing open positions on Instagram, consider that the content that appeals to your customers might differ from what you’d like to share with potential hires.

Content

The majority of Instagram users capture moments as they occur, but creating appealing content that represents the Nasty Gal brand sometimes means carefully stylized product shots and Photoshop fun. These custom images do well since they don’t go as far as pushing generic marketing messages or shooting merchandise on boring mannequins.

Even when a product shot features a model against a white background, she is fully accessorized and looks like she stepped out of a glossy fashion magazine, rather than a dimly lit warehouse. You want your brand to stand out in the feed, not look out of place.

Nasty Gal

Nasty Gal takes full advantage of Instagram’s video feature by announcing contest winners and sharing GIFs. Recently, Nasty Gal created a very short and funny ad for a new app. Understanding the sense of humour of your audience, can help you create entertaining videos that don’t offend your followers. Nasty Gal has also been promoting Sophia Amoruso’s new book #GIRLBOSS by portraying successful women. These insightful videos are well received, as they provide followers with valuable advice and inspiration.

Aside from sharing the classic Nasty Gal look, new fashion and internet trends are also incorporated into images. This goes further than acknowledging seasons and holidays. These images make Nasty Gal part of the conversation, if not an authority, on festival wear and even wildly used emoji.

Nasty Gal also understands which famous personalities resonate with their audience. Photos of them wearing the clothing brand are posted along with a custom url. Followers can then learn more the product showcased, and other favourite Nasty Gal picks.

Nasty Gal

The custom url is added both in the caption and as a ‘location’. Neither of these links are clickable, so you will likely see very little traffic if they are only used on Instagram. If you do decide to include links, always use a custom url. This way you’ll be able to test variables and improve your results. Nasty Gal’s loyal community, solid call-to-actions, and striking images are all factors contributing to increased visits as users type out the url or copy and paste the caption.

Engagement

While Nasty Gal mostly includes a url in place of a location, they do sometimes include a physical location. Adding a place increases your reach to Instagram users browsing images at that location. There have been some issues with location since Instagram replaced Foursquare with Facebook Places, so be sure to pick an accurate address.

Regardless of where the shot was taken, if the people in the photo have an Instagram account, Nasty Gal @mentions them within the caption. This makes it easy for your followers to engage with that person. Instagram also allows you to tag people in the photo itself, but you might want to get permission first since tagged photos will appear publicly in their profile. Either way, the person will get notified which encourages more activity and hopefully a repost of the photo for their own followers.

Adding hashtags to the caption can also increases likes, comments, and followers. Hashtags improve engagement by targeting users that aren’t yet following your brand. Nasty Gal could include popular, yet relevant, hashtags such as Fashion (114M+), Style (87M+), and Vintage (12M+). However, they mostly use their own branded hashtags. Event though these have been gaining momentum, the branded hashtags are likely to only be used by current followers. A balance of the two can have a significant impact on your brand awareness and engagement metrics.

Creating your own hashtags can help you build a community around a shared love for your brand. However, the above only works if that sentiment already existed among your customers. Nasty Gal was able to build a large audience, because it offers high quality products that their customers desire.

Nasty Gal

Nasty Gal has 1.2M+ Instagram followers, hundreds of comments per photo, thousands of images with their branded hashtags, and yet they still take the time to interact with fans. Initially this will be easy to do, but as your online presence grows you will have to make an effort to ensure engagement remains a priority. Nasty Gal knows the value of listening to customers on social media, and this has helped them become a stronger brand with a growing loyal community.

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The Five-Month Term

| Danielle Geva

Toronto SkylineWhile checking out some local Toronto startups, I came across one that had an interesting take on the probationary period. They stated that the ‘project’ was for a five-month term, with the option to extend it indefinitely.

Outside of the startup world, it’s common to have a three-month probationary period. However, you can usually tell long before that if an employee is the right fit, especially within a small and nimble startup. After the first week, it’s pretty clear if the new hire can actually code or close. After the second week, you can usually tell whether they’re a good cultural fit.

If the startup has been burnt before by low-performing hires, then the probationary period would be shorter. Perhaps it’s based on some legal advice, or maybe the founders are simply being honest about their current resources. Instead of using the five-month term as a cop out, this might simply be a way of letting candidates know that they might be let go if the business doesn’t become profitable.

The honesty is refreshing, but it seems that some people might be turned off. Even after they realize the five-month term doesn’t have anything to do with a lack of belief in their skills, the thought that the founders are ready to give it all up in five-months isn’t very inspiring. Even if it is realistic.

Working with startups, you’re always ready for funding to run out. But you’re also ready to make compromises and eat ramen together until the vision finally becomes a reality. If you have the determination it takes to succeed, you don’t schedule an end date.

 

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Entrepreneurship: What are three most important traits of an entrepreneur?

| Danielle Geva

Quora

The three most important traits of an entrepreneur are curiosity, persistence, and adaptability.

Curiosity

Entrepreneurs never tire from asking questions and learning about how things work. They are constantly seeking new experiences, processes, and products, while trying to figure out how to improve each one. Their curiosity inspires them to explore new avenues as they attempt to discover a better way of delivering value to the world.

See: Elon Musk

Persistence

Entrepreneurship is hard work. The failure rate is high, and entrepreneurs’ emotional connection to their ventures makes each loss highly painful. However, successful entrepreneurs don’t give up. They are ready to prove the naysayers wrong, and are determined to turn their idea into a reality. Entrepreneurs persist despite any hardships, as they are fuelled by their desire to make a difference.

See: James Altucher

Adaptability

Continuing to pursue goals at any cost shouldn’t come at the expense of adaptability. While successful entrepreneurs are committed to their vision, they are also willing to adapt their methods or product. As the market changes and new findings are made, entrepreneurs are constantly re-evaluating their efforts and willing to adjust their execution to better serve customers.

See: Yelp

Originally posted on Quora

 

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