Plan, Plan, Plan! This Entrepreneur’s Secret to Success

Plan, Plan, Plan! This Entrepreneur’s Secret to Success

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Christina Crawford is the founder of Bubble Pop Beauty, a beauty brand she founded to help women better their lives, “pop the bubble and live the life they desire.” The company provides skin and beauty solutions that address everyday problems, including an acne cream, a skin pick-me-up cream, and a hair repair serum.

Starting Out

Why did you start the company?

My No. 1 job is being a mom. I have an 8-year-old who is a really old soul. She came home from school one day and said, “Mommy, I want to sell something that makes people feel beautiful.” Based on that conversation, I met a chemist and that sparked an idea for me to start a skincare and beauty line. My background has always been in marketing and product development, so it was a natural progression for me to entrepreneurship and to develop a line.

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I had worked for several hair care companies. I spent most of my career in marketing, retail, and brand managing. I have learned the ins and outs of retail, e-commerce, and brand development. I know how to develop a brand story and how to be very strategic with a target audience. That’s helped me roll out Bubble Pop for women who are looking for simple solutions and products that provide remedies to everyday problems.

How did you finance the company at the beginning?

To start the company, I did a very strategic rollout. I launched very limited products and did very small runs. I used personal savings and investments from day trading. I’ve also bartered for services from graphic designers and web developers. I’ve taken contract work to fund things when I’ve needed to. I put together a budget and stick to that.

Managing the Business

How do you manage cash flow?

Once we had our strategic marketing plan and demographic together, we did a soft launch. Based on the soft launch, I was able to look at our e-commerce traffic. From that, I was able to see the highs and lows, which helped me forecast about three to six months out. That helps me know how much I need to order, which helps me establish a budget. As I see what sales are coming in, I know where to reinvest.

What’s the most challenging part of running the business?

There are highs and lows. Entrepreneurship is great when you have wins, but a lot of time people don’t talk about the lows. It can be a lonely climb. It’s just you and all the pressure is on you. You’re looking for creative ways to expand brand awareness. You’re looking for creative ways to use your capital and funds. You’re thinking of ways to make this work and often wondering, “What have I gotten myself into?” Those struggles come along with entrepreneurship, but it’s worth it when you have the wins.

What’s the most rewarding thing about running the business?

The best thing is the fact that my daughter brags about me! She is one of the best marketers ever. If we’re in the grocery store, she’s like, “Give this lady your business card!” I think it’s rewarding when your children are able to see you fulfill a dream.

Did you make any mistakes when you were first starting the company?

When you’re starting out, you make mistakes like the boxes for your product have a misspelled word. Or, the label doesn’t fit something right because the measurements were slightly off. Those kinds of mistakes drive you nuts, but they’re learning experiences that help you grow. Now, I’m putting in different procedures and rules that create a strong foundation for us to grow on and that ensure those kinds of mistakes won’t keep happening.

What’s something smart you’re glad you did when you were first starting the company?

We’ve been very strategic about how we rolled out. We had a very detailed plan. Because I funded it myself, I’ve had to be very careful in how I spend my funds. I have a six-month plan, I have a monthly plan, I have weekly goals, and I have daily goals. That has helped me stay focused. But, there are times when you need to be flexible when emergencies come up. That has helped me to grow. It’s been a learning experience for me in how to manage a business and how to manage people and contracts.

What advice would you give to new entrepreneurs?

  • Be very strategic of your marketing plan and execution of your product and e-commerce.
  • Have a very keen sense of the person you’re going after.
  • Plan, plan, plan! But, also know that your plan is going to change, so be very flexible.
  • For people who are hesitant about entrepreneurship, jump into it! It’s a learning experience.

Future Plans

What’s next for Bubble Pop Beauty?

We’re looking at launching new products. We’re looking at new raw materials that are out that are going to help better the lives of women and create awesome products. We want to expand and do a body collection. Right now, we’re planning what our new product line will look like.

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About the Author — Ashley Sweren is a freelance marketing writer and editor. She owns her own small business, Firework Writing (http://www.fireworkwritingonline.com/), located in San Jose, California.

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