In this ongoing series, we share advice, tips, and insights from real entrepreneurs who fight business battles every day. (Answers have been edited and condensed for clarity.)
True entrepreneurs can't help themselves. They recognize a need in the market and get to work.
Doria Murphy, founder and CEO of creative brand marketing firm Alise Collective, looks at the incredible amount of health and wellness products out there in the buyer ecosystem and identifies what consumers are really craving. Did. “Look for genuine recommendations,” she explains. That realization drove her to launch her latest venture with her doria, a global membership community that provides carefully selected products and experiences to people seeking a happier, healthier lifestyle. I made it.
“I love discovering new brands and recommending things to people to spend their time and money on,” she explains. “This industry can be overwhelmed by the number of products out there and the strict regulations they impose. You can't have any alcohol and it has to be 100 percent plant-based. For me, everything I want to help people feel good about doing things for themselves in a way that fits their lives. ”
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I spoke to Doria about her new company, how she started and grew Alise Collective, and her drive to follow your dreams in health and wellness or any category you feel passionate about. We talked about advice for entrepreneurs. Below are highlights from that conversation, edited for length and clarity.
Her beginnings as an entrepreneur
“I grew up in San Francisco. The summer before I graduated from Santa Clara University, I interned in New York City doing public relations work for Giorgio Armani and Bottega Veneta. I fell in love with New York right away and graduated from college. “A job and one friend. It was a big leap of faith (a.k.a. naivety), but I was really drawn to the energy and the hustle. Looking back, , I see a correlation between my solo career and my career journey into entrepreneurship.Being 100% “Selfmade is an innate part of my personal and professional evolution I started working in PR for fashion brands like Calvin Klein, Topshop, and Ralph Lauren.I then led communications at a fashion technology startup.One day, I said, “Call the office. I was told that today would be my last day. It was very unexpected and shocked me, but it ultimately inspired me to start my own business because… Because it made me re-evaluate my career aspirations and put a lot of things into perspective. It definitely inspired me to start my own business.” Being independent is scary. But as any entrepreneur will tell you, it may be difficult, but I wouldn't have it any other way. ”
First business launch and evolution
“Alise Collective is now in its 8th year. We started out with a focus on PR, but we’ve grown with my growth and the growth of the wellness industry. So now we’re working on brand experiences. It can be anything from brand collaborations to live events.'' From thought leadership to curated gifts. Research shows that people need to see a brand at least seven times before they buy it. So we're coming up with creative ways for founders to share their stories and for consumers to feel and try the brand. Last summer, we brought together New York City's best fitness studios and products from Athletic Greens, Vita Coco, and Supergoop Sunscreen to create a summer-long wellness program at Hero Beach Club at Hamptons . “Purchase our products and see their benefits firsthand. And, very importantly, connect with a community of other health-conscious people. And see what's in store for us come summer 2024. We can’t wait. It’s going to be even bigger than last year.”
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branch out
“I've been passionate about wellness long before it became a trend. It's so important to my daily life and identity. I enjoy trying new products, experiencing new treatments and I love talking to the house and educating myself, but the questions were pouring in. I thought, “How can I share this information at scale?” That's when by dria started. It went better than I expected. In her first month, I quadrupled her launch membership goal. This was an incredibly positive thing. We are committed to cutting through the noise and prioritizing product quality. It exceeds the amount. Rather than his 20 recommendations for skin creams to members, he offers one or two. Our company has two different membership tiers. The first, for $35 per month, provides members with curated product recommendations, exclusive event invitations, and community access. The second tier is $225 and gives you all of that, plus her one-on-one consultation with me, personalized recommendations, and her VIP status at your events. No matter which level is right for you, the goal is the same. Healthy living can save time and money by helping people who want to live happier lives and by telling them about products and services that really work. ”
power of network
“I have been able to grow my business through the relationships I have built over the years, so my advice to anyone starting a business would be to “Don't be afraid to introduce yourself or cold email. And don't be afraid to follow up. These days, everyone's inbox is overflowing, including mine.” But I try to make time for the people who reach out to me, because that's how I got into this world.'' Door. Be open to trying new experiences and attending events. Because one thing we've learned from doria members is that everyone longs to connect with people who share their passions and interests. And those trusted friendships often lead to exciting connections. And future opportunities. ”
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keep calm and keep moving
“As an entrepreneur, I think you have to accept that a lot of things are always outside of your control. And I've learned that instead of panicking, it's best to just keep moving.” started in fashion, an industry that can be very cutthroat and downright ridiculous. A T-shirt can mean life or death. But then I realized: I'm not saving lives here. Of course, I want everything to be perfect. At my events, things happen. Packages don't arrive, panelists don't show up, and I just have to deal with it. What you learn is that while you may think it's a “disaster”, most of the time the people attending the event have no idea that anything is wrong. ”
surrounded by wonderful people
“I think the best quality of an entrepreneur is knowing what they don't know. I don't know about accounting, right? So I have nine years of experience working with them. “I'm an expert on everything. And there are plenty of others who know more about this stuff and have done it before. I'll never be the best accountant ever.” , I wish I had asked for more help. I always thought it was a negative thing. But now I know it was.” With the right people in place, You can focus on what you're good at. ”
success mindset
“I am a big believer that mindset is everything. Have the mindset that this is your business and you are in charge of making it work. Sometimes it's hard to understand when you're being treated like a sore thumb, but I try to remind myself that no matter what happens, I have the power to change things. When you look at everything through that filter, whether it's a disability or an event issue, you know you can overcome anything.”
