Starting up a business is like having a baby in so many ways. We get conflicting advice, unsolicited advice leaving us pretty confused. Luckily, we founded She2.0 out of our passion and personal experience so we feel confident about our approach to growing our business.
We think our philosophy will help make an impact greater than just a bottom line. We are taking on a challenge to break stigmas, create empowerment, and reverse the way women feel and approach their health and wellness.
We are grateful for all of the advice we’ve been given but we’ve decided to break some rules in order to create some of our own.
Business advice we’ve ignored:
#1 “You can’t complete your business plan without properly identifying your competitors. Your competitors are other brands in the space”.
Our rule: We have allies, not competitors. Our competition isn’t a brand, it is a ‘thing’. Our competition is a patriarchal agenda which puts women and women’s health at a disadvantage. Other brands as competitors? This is true when working for a brand that provides a product or service that encourages ‘one over the other’. However, we are fighting our way into a new and much needed space where women have been over-looked, dismissed, taken advantage of and put at risk due to lack of research, lack of attention and, in general, lack of respect for our needs. Our competitor, as identified in our business plan, is misinformation, lack of resources and lack of education.
Our competitors are not other women creating blogs, websites, and events around peri/menopause. They are proof that there is a great need. They are helping us educate, support and advocate. They are not competitors. They are allies. It’s not an ‘us vs. them’ mentality. They are helping us to create awareness for women’s health. We are amplifying the conversation together.
#2 “You must monetize every opportunity. You’re a start-up. You are in no position to turn down brands. Work with brands that want to reach your audience”
Our rule: Monetize with integrity
Yes, we have to keep the lights on and stop robbing our kid’s piggy banks but our promise to women is that we will present expert opinions and information through our podcast, our content, and the brands we create content for. We will not work with brands who use key messages over key ingredients to reach our audience. Our audience is far too savvy, they know their stuff and they deserve more.
Women have been over-looked and duped forever. From pink tax to period poverty, we have developed a lack of trust in corporations and companies who are trying to get into our wallets and our pants. We’ll be damned if we’re going to continue the practice of promoting snake-oil salesmen to finance our passion. We’ll make money through honesty and by building something more important than a must-have product or service. Our ‘USP” will be ‘trust’. We only work with brands that we personally trust and believe have our audience’s needs, not dollars as front of mind. That’s why we have built ‘advocacy’ as a critical component of our business plan.
It makes “why should they trust you’ a very simple question to answer.
Outside of women’s health, we have seen so many corporations with regulatory bodies in their pockets and we have seen the disaster that has led to for the consumer. From environmental issues to the opioid crisis, we know what happens when dollars are the primary business objective.
Of course, we want to make money but we believe we can do it with integrity and with a greater purpose.
So, we’re turning our noses up at profit over people. We’d rather make a difference than a dollar.