EP19. Why Beauty Trade Shows Are Good Business

Hello and welcome to the Formula Botanica Green Beauty Conversations podcast. My name is Gemma and I'm the business and relationship manager at Formula Botanica. If you'd like to find out a bit more about what we do and who we are, try our sample class over@formulabotanica.com in this episode, I speak to Paula from Superfood Luxe about starting a hair care brand and attending trade shows and exhibitions and if they're worth it for your brand and what sort of effort it takes put in to succeed at these shows. Enjoy.

Hello and welcome to the podcast. Paula.

Hello, Gemma.

I'm so excited that you're with us today.

Yes, thank you for inviting me to be on. I'm happy to be here, It's a real pleasure.

I've been wanting to get you on since I met you. So just for the benefit of our listeners, I met Paula at the Beauty Exchange event. I know it was at Beauty, yes, Beauty Exchange hosted by Enterprise Nation in June and she had a stall and I saw these wonderful shampoos and stuff that she had and I went over and started talking to her. So I got to know a bit about her and we've had a couple of telephone conversations since then. So for the benefit of the listeners, if you could just introduce yourself, Paula, explain who you are, your journey, your story, because you've got a really interesting backstory that I think all fellow entrepreneurs would be excited to hear.

Yes. So my name is Paula Francis from It's All a new startup brand. It's a vegan plant based hair and skincare brand called Superfood Luxe. We also make supplements as well, vitamin supplements. And the brand came about because, well, I was living out of the country and my hair fell out. And my mum, my mum, who's still a practicing nurse, she's been with the NHS for, oh my goodness, about 47 years now, or maybe even a bit longer. And she made me a little pot of oil which really helped for my hair to grow back and to regain its strength. And I just thought, well, if this was a problem which can be solved with like a little natural remedy, I'm sure that this is an issue that lots of other women are having. And it just started us on this journey of really learning about what ingredients are in our is in our hair care. And we that it just then inspired us to start a brand helping particularly women with stress, diet and hormone related hair thinning, hair loss weeks, low hair growth and just to help them to get it back to how it should be.

Yes, You've had like quite a journey.

Yes, definitely.

And so when I met you at the event, you obviously you had a stand there and we got to chatting about some of the different events and exhibitions and shows and everything that you'd attended as an entrepreneur. And I know that within our community and our students and our graduates, people often ask the questions like which show should I go to? What are they like, is it suitable for my brand? You know, what if everything kind of goes horribly wrong? And I know that we chatted a little bit about it and you had kind of lots of information to share with people about your journey with those sorts of things and how you've been obviously trying to promote your brand and what you do and your story and what you and your mum are doing. So I wondered if we could start by chatting a little bit about that. So how many have you done? You've done quite a few. Oh my goodness.

Okay. So in terms of exhibitions and shows, because I've had the brand for about five to six years, lots of drama with the startup of the brand. Lots of things went wrong and it took a few years to then iron out those problems. So then we started up again about two years ago, came out with vitamins and now we have some shampoos and conditioners. And I've only been working full time for three and a half months so I feel like I've been doing a lot of catch up for where I feel that my brand should have been if I didn't have all of those problems in the beginning. So during the last, well between like the last week of April to the end of May, over five weeks I did an exhibition every week. So I did five in five exhibitions in five weeks. And I think maybe in total I've done maybe about eight. I think I kind of like compacted five into a really short period of time and then I think I've done maybe two or three like major ones outside of that and they vary greatly. Shopping habits vary greatly. The location where you are is all like is very different. I found that going up north the customers are very different in terms of people wanting vegan plant based and being really the London crowd is very different I should say to people that are up north I found and you have to, I think there is nothing right or wrong in terms of which ones you should do. I just think that you have to be willing to put yourself out there. They are expensive. So I think for anyone who's starting out I would say, well maybe do try and get some feedback as to what is, you know, where people have typically done very well at that event. So I think it's worth maybe going to a few just as a customer and just to see what, how you like other brands that are like you there. And even if there aren't, maybe that is actually also a bonus and you can just speak to the people and just say, hey, how are you finding it here? Like, I'm a retailer as well. Are you doing okay here? Because everyone is always so willing to share their experience. And that is how I've actually started to do more exhibitions because from other people, other brand owners, I go, oh, which other ones have you done? And they say like, what have you done? And then we kind of swap notes and we go, okay, we are definitely going to do A, B and C. Or I did so and so show and it was horrendous. So I would say do. If you really don't have, you are more nervous about doing it because as I said, they are expensive. I would just say go to FUSA as a customer, ask questions and then make your decision based on that.

I mean, it's quite interesting because you know, obviously one of the things that people often say is, you know, they're starting their brand like you were saying, they've had like ups and downs and sometimes it can feel quite lonely, you know, when it's just you might have a business partner or like, you know, you have your mom obviously, which is great. But some people say they very much kind of feel quite isolated, especially if they've left a full time job and you know, they're just plowing ahead at their business and it kind of feels like there's nothing else going on. I mean, do you think that shows and exhibitions and those sort of things can be helpful? Like you said, because you got to meet other entrepreneurs, you got to network. I mean, do you think those are the sort of places where you could build long lasting relationships with other people, like other entrepreneurs?

Definitely, yeah, definitely. I've met so many really lovely people. And because you're all in the same boat, like doing an exhibition is exhausting. And I think that a lot of people don't. And I think even brand owners, I think a lot of people. As for myself, I never ever got into it going, oh, I am going to do exhibitions. I was like, I have an idea, I'm going to create some products. I want to sell wholesale to retailers and department stores. That was my goal. I never thought about doing, you know, direct from business to customer, face to face sales I didn't consider that at all. But what I found that because things did go wrong, I'm very much a troubleshooter. Anytime something goes wrong, I'm like, okay, okay, okay. How do I kind of pull this back? And the way to pull that back was then to start doing face to face sales. And I found that because people didn't know my brand, that was actually a very effective way to get brand awareness, to educate people about my brand, its ethos, and people love to know who the owner is. So I found that has been really effective in helping us to market the brand. And so it's something which I have worked into. Like a marketing model, like our business model.

Yeah. It's interesting because I think that a lot of people haven't considered exhibitions or shows or whatever as a key part of marketing of how to market themselves. Mainly because I think that, yeah, sometimes they can be viewed as too pricey and people aren't sure whether they're worth it. People might feel anxious and scared about how they put themselves out there. I mean, how much preparation goes into one of these? Because recently. So I met you at the Beauty Exchange and that was all a one, wasn't it? It wasn't so. And you were very prepared and obviously very personable and you were speaking to everyone I saw. You seem comfortable with that. But I've been to massive ones, you know, like professional beauty and those ones, and it's huge, it's packed and I can see some of the stall holders kind of just standing there looking a little bit like deer in the headlights kind of thing, you know. Yes.

And I think that it's something which I say a lot to people who I speak to about it, that I think when we become retailers, we forget how we are as consumers. And, you know, you have to appreciate that even you as yourself as a consumer, sometimes if someone stopped going, hi, hello, how are you? Or standing up to greet you, and even just say good morning, you just walk past. And it's not because you don't think that what they have is interesting or beautiful or worthwhile, but it's the fact that you are one stand amongst hundreds of other amazing, unique products. So you need to kind of physically put yourself out there and to know that just because you've purchased the store and you've set it up, that doesn't mean people are going to walk over and stop at your stand. And it's not because there's anything wrong with you, but it's just because of shopping habits. So you do need to and it's something which I feel that I continue to work on. And you only find out how you are as a retailer and how your brand and your branding is speaking to people by actively just being in front of them. So what I learned from about my product from doing exhibitions is that my labeling wasn't very good. It looked beautiful, but people like, so what is it? And I'd be like, they're holding it in their hand. And the amount of people that would say, what is it? Or how do I use it? And can I eat it? I was like, I have to accept that I have made a boo boo with this design because I do everything myself. I formulate, I choose the packaging, I design the labels, I write all the content for the website and for the labels. And the only person I ever have to blame is myself. So I was like, okay, I. The fact that people keep asking me this over and over and over and over again, it shows that there's something lacking with what I have done. Because I was finding that thank goodness for the fact that I was there. I could then explain it to them and I could say A, B and C and then they'd make the purchase. But I was like, that's not sustainable. I need to figure out what it is with my labeling and my communication, my written communication that is not translating and change it. So those changes I have made then worked out some kinks. And then when I went to an exhibition, I'd always find that I was having to repeat the same thing over and over and over again. That's also not a bad thing. But also, then as a retailer and for brand owners, brand owners need to know that they will have to keep saying the same thing over and over and over and over and over again and introducing themselves over and over and over again. And we all know what it's like when you go into a supermarket or into, you know, a clothing shop and you know the person in there, you know, the shopkeeper doesn't smile, they look bored, they're on their phone. We all know how we feel about that. So you then have to go, okay, what is great customer service or just reasonable customer service? And you need to be willing to do that all day. You have to talk to the last person the same way you spoke to the first person 8 hours ago the beginning of the day. Because you know when that customer comes up to you, they don't go, oh, I understand. You've been here standing on your feet for six hours already and you've only had A quarter of a sandwich and a sip of water. But they don't. That's not their problem. That is your issue, that you just need to keep it going. So it's a great testing. I don't know how to phrase it. I think that I don't mind it. It is exhausting. I would never say. I mean, as I said, I did five shows in five weeks. I would never do that to myself ever again. It took me maybe two to three weeks to recover because I think I had adrenal fatigue from it. It was horrendous. Like, for the first week, I would wake up, have something to eat, and as soon as I'd eaten, I'd be like, okay, I need to go back to bed. And I would literally go back to bed in the deepest sleep for another two to three hours. And I would just do that day in, day out. And I was like. It was like. I didn't realize it was taking so much out of me because one day I get into. I call it exhibition mode. Yeah. And when I'm there, I'm like, sell, sell, sell, sell, sell. Smile, smile, smile, smile. And that is exhausting because you're not doing that every day. So. But the thing is, what that has allowed me to do is to say, okay, this exhibition, you know, we made a lot of money or we made some really great contacts and we've got repeat sales. That one, okay. You know, we just broke even with a bit of profit worthwhile to us. So, like me and my mum, we're trying to say, okay, which ones are the most lucrative for us to hopefully only bring it down to like maybe three a year. Because it's. We're hoping that, you know, our online sales will grow, we'll be too busy to be doing, and we won't actually need to rely on exhibitions because at the moment, we make a lot of sales at exhibitions and it has really sustained our business so. Well, as I said, I did work it into our model, but I just don't see how, you know, aside from hiring more people, which is difficult and I'm kind of there at the minute is tricky. You know, I'm not sure how long I can keep up with doing that and staying sane.

You've managed to. Obviously, you know, the model that you had where you said you wanted to sell direct to retailers didn't quite work out maybe how you wanted it to. So you've taken an obstacle and you've turned it into a massive benefit because you've been able to do market research yes, for sure.

You have to really listen to what the customer is saying. Because I think that when you're starting a brand there is a fine line between people telling you what your brand should be and you actually listening to what they're saying and going, okay, I'm going to cater to you. And what you need there is a bit of a fine line and you need to find where that line is. I think that when starting the brand I initially had a specific target market in mind and I was like, because I was living in New York at the time and the whole natural hair movement was just starting there. And I was like, oh my goodness, this so isn't even in the uk. I'm going to start this in the uk. So the natural hair movement is of course catering to black and mixed race women. But then when I got back here with that in mind, I had so many of like my white, my Mediterranean, my Asian friends going, can we try? And I was like, well maybe if you use it this way it can work for you. And I found that just by tweaking that like the method of use, the directions, that it would work for a completely whole other market of people. And then what I found was that one of my products which was really for Afro hair, then became a product for Caucasian women with damaged hair, graying hair. And I actually made more sales in within that market than within my original target market. It then inspired me to start other products which were suitable for everyone. So I think that you can a business, I've realized it's like it's a living and breathing thing. So you can start with one idea and you have to then go, okay, well that isn't selling or that sells really slow. People aren't quite like. I also brought out two vitamins, two hair supplements at virtually the same time. And that for me was problematic because so many people then going, what's the difference between the two? What's the difference between the two? There was a marginal difference between the two. I thought that they both got very different functionalities, but for the average person they just didn't understand it. And what that caused for was for me to then say, okay, I either have to discontinue one or I have to market one of them in a very different way because they're competing with each other and one is selling easier than the other. So I have changed the marketing strategy for one of them and you have to be responsive to that. An idea that you had may not necessarily have been a good idea or that maybe if you Change it in a certain way that it can actually attract a different demographic that you didn't really consider in the first place.

Yeah, so I mean, you're able to do the shows and stuff like that because often you're able to talk to people directly because often we'll get advice from people like marketing people and they say, oh, you need to find your ideal customer. And people are like, where do I do that? And obviously you can do market research online and do different things, but oh.

My gosh, the best market research has been face to face. Sorry to cut you. It's been because you can get so much data and I've been through so many business startup programs where it's all about, you know, get doing your market research is looking at statistics and hoping that they work. And yes, to a certain point that is helpful. But the only, it's only helpful if it translates into sales. So when you get in front of someone or when you put your product in front of someone, if it's not selling, that is all that matters. Because, you know, I think I never planned on starting a beauty business, a hair care business. It wasn't, you know, as a girl, it's always something which I've liked. But I, you know, I'd never really thought about it and it kind of, I think for a brief moment it was then a hobby and it very quickly turned into a business idea. But I just think that for me this is a real business. This is where I want to have my financial stability. So you have to treat it as, okay, where does the money come from? Who is actually buying my products? And you just only going to figure that out when you get in front of someone and you start to sell. And I also think what I was doing, I think incorrectly maybe in the beginning was, was maybe selling to the wrong people as well. So I did. And there was actually very easy ways of doing the face to face research without investing in a massive exhibition. Because people that go to exhibitions are the same people that go to farmers markets and things like that. So as much as I'm like, I don't like to do markets because it's outside. I hate being cold, I hate being too hot, I hate the wind blowing on me. I'm so fussy. It's like as if it's inside, I am there. But the amount of money that you can make at a market and pay 30 pounds to exhibit or have a store and you can make hundreds of pounds there with the investment of 30 pounds or 20 pounds is amazing. So I Think for people wanting to dip their toe in without investing anything from £600 to £1,700 in an exhibition, get to a market, even if it's like a church or school fete and sell. And not just in your local area. Like, I've done little mini events in Tottenham, I've done events in Westminster, Bond street, you know, in hotels for people who are from mixed, like social and like, economical demographics or people from every affluent demographics. And the responses that you get and how they spend is very, very, very different. So I would say dip your toe in, like, go to various little places in different parts of. I'm thinking of London, but like, go to different areas of London. Go to, maybe pick places, you know, like in the country, or go to the city and you're going to get a very different response from people in terms of their shopping habits, in terms of the questions that they ask you, and in terms of how much they do or don't spend. Spend with you. So I think that, I suppose that's just really crossed my mind. I think that's a really good thing for people to do when they've got a. When they have a brand.

Yeah, yeah, you can get a lot of, like, good hands on information. You just, I guess you've got to be willing to have constructive criticism because I guess if someone, you know, I know when you're building something yourself and it's really important to you and it's come from a place like, you know, obviously you had some issues, so it's, you know, it comes from your heart. You've built the specialty that you've had and you want to share what you're doing with other people. When someone comes and says, yeah, I didn't really like it, or I don't like this bit, it can be really hard to hear sometimes, can't it?

It can be. I mean, you know, some people, you know, have picked up, you know, sometimes people can be quite harsh and it's the fact that. And I suppose, mate, I've probably done that before. Like, people. It's like when people are in consumer mode, they don't go, oh, I'm standing in front of the creator or the owner. They just, people just say what's on their mind. If they don't like the smell, they go, oh, I don't like that. Oh, that smells like my gran. Oh, no, no, no, no, no. Like, and you have to just, you just have to like, take it and go, okay, well, you know, I mean, if that's something that's happening with every single person or people aren't actually complimenting it. People are very vocal when they are smelling something, they're touching something. So people. I never really even need to ask people what they think of a product. They just say it. They will put the cream on their hand. Oh, that feels nice. Oh, no, that's too oily for me. You're just the. People just say how they feel. And that is very valuable for someone who is just starting out or even if they're introducing a new product into their range. Because when I'm making things, I don't really. It's really between me and my mum. Me and my mum have to like it and that is it. And then we kind of give it to a few close family and friends and we just like, just give us your honest feedback. You're not always going to get honest feedback from people who are close to you. And we haven't really made any bad, like any bad decisions with fragrances or formulas or anything like that. But it's mainly been with the labeling, which I'm in charge of, where I'm like, okay, I'll fix that next time on my next minimum order quantity run of 2,500 labels, which I've paid goodness knows how much for. So, yeah, I mean, you do have to. If people aren't saying anything or if people are kind of like, you know, we all know what it's like when people don't like something. You do have to just be responsive to that. Or maybe if someone next to you has a similar brand and they are just making sale after sale after sale after sale, and you're kind of standing there not really gaining. Yeah, you're not really doing the same. You have to go, okay, well, what is it that they're doing? Or what is it that they have? Which is why they're managing to get such a buzz? Is it because it's. I don't know, is it because they're established? Maybe they're getting repeat sales? Or is it because they're being personable to everyone that walks past? Or is it because their packaging just looks amazing or, you know, or maybe it's the, the signs that they're using. So you just have to, you know, and I have had a couple of other brands come over and kind of as if to say it like, what is it you're doing? What is it you're saying, why people are coming over? And I think it's just from, I suppose, the experience maybe of doing. Going. Of doing it face to face. And it's. I think that because it is my brand, I know it inside and out. And I'm like, I need. This needs to. Because it's. You know, I didn't just start this last week, and I'm just kind of seeing how it goes. I've had this for a few years now, and I'm like, this needs to make some damn money. So I'm really, really do push in a polite way. There's like. And I've been in a, you know, in hospitality and things like that. So being, you know, face to face with people and being conversational with people, I don't find difficult. I'm not nervous about speaking to people. I don't know. If I hand someone a flyer and they're like, no, thank you. I'm just like, okay, that was awkward, but I'll keep on moving. Like, I don't. I'm not really easily deterred, and I think a lot of people can find that very uncomfortable. And especially, as, you know, we get. We create brands because we enjoy the act of creating. For me, it's really expressive, it's creative, it's artistic. I really enjoy it. And selling, the retail aspects of it is a completely different part of business. Unfortunately, I don't mind those two aspects. I mean, there's many other parts of the business which I absolutely cannot bear, such as the accounts. I just keep my bank statements in order and I'm like, I'm giving that to someone else. Keeping up with social media, I also find very, very difficult. Oh, my gosh. And doing, like, you know, keeping on top of, like, all the website, you know, developments and changes, and all of those things, I really don't enjoy. But in terms of creating and selling, I am absolutely fine with. So I think that you have to kind of, kind of put yourself out there in all aspects of your business and go, okay, which parts do I really find difficult? Which parts do I really not enjoy? And unlike a lot of the advice I've been given from business mentors of like, you need to know how to do everything. It's like, yes, you do, in a sense. However, when you are trying to do everything and you're not very good at some aspects, it can actually be really detrimental. And it took me a couple. A good few years to just accept that was actually in some ways bad advice that I was getting because it wasn't working for me. I was trying to go to all of these seminars on how to do tax, how to do vat, how to, and I was just like, do you know what? That's why people like accountants train for all those years. They find it very easy. And if I can pay someone £250 and they're going to do it perfectly and I can not have a. Have kittens over it, that to me is £250 well spent. So that's also something to look into for people.

Yeah. I mean, it sounds like you've got a really good idea of your, your kind of strength and weaknesses or strengths and, you know, preferences to. Or to, you know, I hate saying the word weakness, not weakness. It's something you don't like. You know, I probably the same, you know, there's parts of things like that, like the accounts and stuff where I'm like, oh, it's terrible spreadsheets and organizing it. And I'm like, I really don't like that. But I like that other people can do it and share that. So I think. And this is something we try to drum home to people as well when they say, you know, we have so many people in your position where they're passionate about their brand and they're starting it and they're like, oh my God, I just can't make this one aspect work. And it's like, maybe if you could just outsource that aspect, give it to someone else who can do it, you might feel just that confidence in yourself come back. Especially if it's something you're struggling with and you feel, you know, you're starting to feel like it's knocking your confidence. Yeah.

Because there are so many elements to running a business and some which it still keeps developing. As soon as you feel that you've kind of overcome one thing, like as I said, your business is its own entity, is its own little person, and you need to. It's kind of like raising a child, you know, okay, now I've, you know, I have a baby. I've now stopped breastfeeding. And now you're like, oh my goodness, now I need to teach this baby how to use a spoon. And now it's getting bigger. Now I need to trust someone else to look after this child. And you know, there's all these different. I was always like, well, as soon as I can get the E commerce aspect of it sorted out, I'll be fine. And then I was like, okay, well, this is driving me crazy, always having to run to the post office as I was doing today, like posting all of this stuff. Let me look into doing fulfillment now. Fulfillment, it costs more, but is it now going to save me time now that I've started to get more orders through the website. Yes, it is. So yes, I'll be spending more money but it's going to start actually easing the stress of me running backwards and forwards from the post office. So that's like my next step, going to exhibitions. Yes, it's stressful. However, there is the ability to make a lot of money which can tide you over for a good few months whilst your website is picking up on organic sales. So it is fine for. Because the thing is I still don't get a lot of organic sales through the website. A lot of. Well, I think probably all the sales that come through the website are repeat orders or from people that I've met at exhibitions. So in terms of SEO on my website, it's horrendous. But I'm hope.

But that's.

Now I know next project that is actually something I'm working on at the minute is to fix the SEO because as I said, like doing exhibitions, it's positive. However, is it sustainable for me to do that? So I need to make. I need to really work on getting more sales through the website. So with every tiny aspect of growth or improvement, it kind of just then throws up another. A different hurdle for you to overcome and you just have to be, you know, you think that, okay, now I've ironed that out and then something else presents itself. But this is because it is now becoming a real business for me. It's no longer a. I mean it was never a hobby, but it did feel like a hobby because I could, you know, an order would come in like every few weeks and it was never a stress. But now it's starting to become like a daily thing. So, yeah, you just have to know how to change with your business and grow with your business as well.

That's some really good advice. I knew that I listened to a lot of them have been struggling with the same things that happened and not.

To feel bad about it, I think that everyone thinks that once you've started it that. And I, and I did as well. I kind of just thought that once I've got the website and once I've got the product then it becomes easy and. But it's a. There's always. But a part of running the business is that there will always be something like for example, I'm not good at websites. I. That's another part of the business which I'm like, no, I'll always have someone design it. I'm not interested. I don't even want to know how the back end of it works. Do not tell me. I do not care as long as you can fix it. Because I'm scared of pressing any button because this is. These are some of the problems I had starting up is that, you know, someone would say they can design a website, they'd click a button, it would all disappear. Or it got. It got hacked one time, like three times in two weeks. So that's an area which I'm not confident with. But I now feel like I've got a couple of people around me who can fix it and do all of those things. But just to know that just because problems happen, it doesn't mean that you don't have a good business. This is, it's. And I think the only reason I understand that is because I've been to. I've read lots of other business startup case studies I've been to other. Even if the business doesn't necessarily relate to health and beauty, I do like when I was like a few years ago, I did really like and appreciate going to other business like seminars like. But they're talking about how they run their business. You still hear like massive companies go, oh my goodness, we don't really like Facebook. Oh my goodness, we really don't think Instagram works for us. Oh my goodness. Working with bloggers is a nightmare. Or we designed this product, it cost us how much? Thousands of pounds and it completely bombed. And these are from massive. Massive companies have been going for years. They have multi million pound turnovers. It's just life. That is just business. So when I was like, oh well, those are some of the same issues that I have and I'm just a little baby business. So it just stopped making me feel like I was doing something wrong because I was having problems. It's just how it is. Everyone goes through it. Everyone has a product that might. You didn't sell it before it went out of date or something that didn't sell very well or a manufacturer that messes things up for you or your logistics goes wrong. I mean, at the minute I'm dealing with a logistics blooming nightmare because so many of my products have sold out and the manufacturers are struggling to formulate it to reformulate because I've changed laboratories and they're struggling to replicate what I essentially made in my kitchen. Our or or. And manufacturers don't tell the truth all the time. I think we feel that. Or I used to think that, oh, it's just me. All these other big businesses, they're honest, they know what they're talking about. And that is, that is not the case. 100. A lot of these big businesses that have been running for years, a lot of the times they're not actually that big. And they, you know, they have staff shortages or they get backed up as well, but they do still desperately need your business. So they won't always tell you the truth. They do also make mistakes. So. And this happens to everyone. It happens to the big, the small, the medium. It happens to everyone. So that is just life. Having a contingency is, having monetary contingency is very, very important. Oh, my gosh. I can't explain how important it is to have to say, okay, this product costs a thousand pounds, two thousand pounds to manufacture. What if it does not arrive on time? Because as I said, that's an issue which I'm going through right now. And my website is like, sold out, sold out, sold out, sold out. With no specific date as to when I'm getting those back. But what that did for me was then made me go and, okay, these damn manufacturers that have got me in this situation, they've got my money, but they're not delivering. What can I do? What can I still keep selling? Which is going to, you know, at least allow me to say I have a functioning business. So that is that what gave me the idea to then go, okay, what can I make from home? And that's where I got the ideas for just developing some plain oils, to doing clays, to doing more skin products outside of hair care. And that I just feel has helped me to. It's just like, it's not the perfect solution, but it has helped me to keep ticking along and to keep selling products and to keep a. A website that is not completely sold out of everything. So it's think always prepare for the worst. Always, always, always, always prepare for a manufacturer to let you down. Always prepare to deliver late. And it's not to be a bringer of doom. It's just being prepared. It is.

It's just.

You just have to be prepared. Because I never thought that these amazing laboratories and these amazing manufacturers with, you know, all this year's worth of experience and reputation and being referred to me would still mess up my labels, would still order in the wrong jars, would still send me back a product which absolutely blooming well stinks, you know, so. And this is from professionals that you're paying a lot of money. So it happens, it happens.

So I guess from what you're saying is, to summarize, you've got to think on your feet.

Think on your feet. Yes, think on your feet. Be adaptable. Don't trust these giants. You know.

Have a contingency and just think, okay, this, what can I do if this happens? I know some people have said to me before as well, because I also believe sometimes in worst case scenario thinking where I'm like, right, this is the worst thing that absolutely could happen. If it did happen, how prepared are we to manage the situation? Because sometimes I don't like being. I mean, surprises happen all the time. I mean, I'd get surprises every day, but you know, for the big things, I'm like, okay, I have thought about it a little bit and if this did happen, which would be kind of my worst nightmare, but at least I have an idea of how I would manage it somehow or, yeah, you know, you can problem solve. So I guess being able to shift your mindset and shift into problem solving mode is just absolute key. Been able to do that, which is.

Yes, I mean, I've done that unfortunately a few too many times. But it really, I think that that is what keeps the business going. Because I don't go, oh, something went wrong. Maybe it's just a stuff sign that I'm not meant to be running the business. And a lot of my friends have turned around and said that to me, have said, do you know what, Paula? You know, you're having problems all the time. You know, we won't think that you're a failure if you give up. Or, you know, they've said that to me. You don't have to keep doing this because I'm not the type of person, I don't really have hobbies. I just make a point of enjoying my job. And that's it really. So, you know, whenever I'd meet up with them, I'd be like, this has happened with the website, this has happened with the manufacturer, this court case. Because I have had to take laboratories to court. This is what has happened. This is what has happened. And it just got to the point they were like, paula, this really doesn't sound positive. But the reason I kept going was because I had had so many testimonials back. I'd managed to get myself some press. And I knew that the product worked. I know that the product looked beautiful. I know it's had like, it had lots of positive feedback. And just because I was having hiccup after hiccup, setback after setback, I knew that that wasn't the justification to stop. I was just like, okay, when this bad luck decides to give me a break, I know that this is going to be something which I believe can be really successful for me. So it is like at last, like the business is starting to tick over and I'm not there having to, you know, as I said, like, the sales are coming through more regularly through the website and everything. But it's not to take having problems with the manufacturer, with the label or the formula. That doesn't necessarily mean it's a sign to not run your business. It's just what happens.

And I think, you know, Lorraine often says to me, so she says, you know, we often forget that, like, you know, the Estee Lauders and the l' Oreals and stuff, they started in their, you know, formulating in their basements and their attics and whatever. And they would have experienced similar kind of things, of course.

Yeah.

Now all massive and successful and we think, oh, it's so easy because they have, you know, big budgets for this and big budgets for that and whatever. And yes, they do now. But they didn't always.

Yeah, it had to start somewhere.

Yeah, you have to start somewhere. So I hope everyone who's listening to this can take inspiration that, you know, you're not alone in facing setbacks. And the more that we kind of talk about them together, I think can give people the confidence to, you know, kind of carry on.

Yes, that really has helped. And even just knowing a lot of other business startups, whether they're in fashion or soap or clothing, each small business has their issues. And because, like, I know quite a few of them now, I know that I can always pick up the phone and go, oh, my goodness, this happened. Or. Or people that are more established than me, you know, they still tell me horror stories about something that happened with them or, you know, it's just. You're definitely not alone. And it does really help, you know, even if you don't manage to know other people, just look up a few business startup case studies and, you know, they're not all sunshine and roses. And another thing which I have found is that a lot of business, like, well, not quite a few of the businesses which say we started up on our own, or ones which seem to go from 0 to 100 really quickly. I've always found there is a. This is my little formula, which I think I found. It's someone who's good with the formula. So they've just. Or it doesn't. It's just someone that has the formula, someone who has the PR and then another person who's good with finances. And I really do feel that that is kind of like the. The Magic 3, like you really need in your business. So if you are one person, you need to think of where those other elements, you know, the financial. And it's not about just having money in your bank account, because there have been times where I've loaned my business a lot of money, which I'm hoping I can take back next year. It's knowing that those are just. The formulation is just one very small element of the business. Because you can have something so incredibly basic, but you can be the best at social media and you can be making sales of something which, you know, doesn't even, you know, yeah, it moisturizes. It doesn't really do much else. But you're great at social media and you manage to make a bunch more sales than someone who does something which can cure psoriasis, eczema, rosacea, and all the rest of it, you know. So for me, in the beginning, I was like, great. I've got a great formula. And now I'm at the stage where I'm like, okay, I need to really focus on. And I feel like the financial aspect is actually just. Is like stabilizing itself. It's fine. And now I'm like, okay, I need to get my marketing, you know, in order so that the business can. Because when you have a website, the dream is that you go to sleep and you wake up to orders. That's the dream. So. And that is what I am. And I mean, it's so great that when I'm out, I can be like, you know, out with one of my friends, or, you know, I'm just there hanging about, watching tv, which is very rare. But then, you know, your phone pops up with an email that says you've made a sale for £80, £20, £40. And you just think, I'm here just sitting still and I've made money. That's the whole point. That's the business you want to be able to. To be sitting on your butt, drinking a lychee martini with your phone dinging with, You've just made a sale. You've just made a sale. You've just made a sale. So that is the goal. Well, I mean, it's becoming more regular, but I'm really hoping for. I mean, it kind of like went from once a fortnight to once a week to twice a week to three times a week, to now, like, every other day. But my plan is like, I'm trying to do. I Mean, I've got this blog on my website. I don't know what the heck this blog is doing on my website.

Website.

It doesn't seem to be doing anything. So I really need to figure out why it's not working properly or so I need to work that out. But my goal is to get to. And it doesn't sound like a lot to people, but it's like, if I can get to two sales a day by the end of, like, September, October, for me, that will be beyond fantastic. To organic sales that come through the website. That's. That's brilliant for me. And then hopefully, of course, I'll have different goals towards the end. But at this stage, I know that I'm still ironing out my branding. I'm personally not a lot of people love it, but I'm like, I'm not happy with it. So there's still lots of changes I want to make, so. And because I'm like, still trying to, like, iron out lots of kinks here and there, I'm like. But if my candid in like two to three months start to make. See you, mama. She's just giving me some jelly beans. See, that's what. That's what mums are for.

They are, yeah.

If I can, you know, with all the problems which I can see in my business, if I can start to generate, like, I don't know, even if it was like £100 a day, £80 a day, £50 a day every day, to me, that would be fantastic because it's just me, my mom, and, you know, I'm trying to get freelancers to help me out with, like, web updates and things like that. And my accountant is a family friend who every so often, I don't know, bring him a box of chocolates, you know, so he's like, I'll start charging you soon. I'm like, well, you said that two years ago. Just give me a break. You know, it's like, I do my best to. And I don't pay myself anything yet. I'm hoping I can take my. Take a paycheck, just a mini, mini baby one. But to me, that's a milestone. So I'm hoping that by September I can give myself a paycheck. And but for me, that, to me is a signal that my business is working. So in order for me to be able to do those things, I'm like, I need to push, push, push, push, push and do a tiny little bit every day.

So. Oh, Paula, thank you so much for sharing all of that with us. I mean, you know, what a journey. And I really hope that your fellow entrepreneurs can be inspired. And just, I guess the strongest message is don't give up. Because you know you can do it.

You all can. You can. You really, really can.

So I just want to say thank you so much, Paula, for joining us.

No worries. It was a pleasure speaking with you and hopefully we can chat again soon.

Thank you so much for joining us for this episode with myself and Paula from superfoodluxe. I really hope you enjoyed it and I hope that the information that Paula shared with us proved valuable. Thanks again for listening. And if you want to share your feedback, you know you're welcome to anytime.

If you want want to find out.

A little bit more about Formula Botanica, head over to our website@formulabotanica.com and check out our sample class. You can find us on Facebook ormulaBetanica, Twitter Formula Botanica and Instagram Formula Botanicare.

And if you've got chance, I would.

Highly recommend checking out our free Facebook group, Skincare Entrepreneur Mastermind. That's it for now. Bye.

Sa.