All Antonia Saint Dunbar Business Owner entrepreneur podcast eventual millionaire Featured Millionaire Interview how to get started in entrepreneurship how to start a kickstarter jaime masters millionaire entrepreneurs Millionaire Interviews podcast start-ups / startups startup entrepreneur tech top entrepreneurs

Using Kickstarter to Validate Your New Product Idea with Antonia Saint Dunbar

Using Kickstarter to Validate Your New Product Idea with Antonia Saint Dunbar

Co-Founder/Proprietor of THINX, Icon, Antonia Saint NY, The Brooklyn Shoe Manufacturing unit – Antonia Saint Dunbar

I’m excited to have the superb Antonia Saint Dunbar on the present. On this episode, Antonia talks about how she began in entrepreneurship and the way she jumped into an business with a patriarchal system and has virtually no innovation.

Antonia is the Co-Founder and Proprietor of THINX, Icon, The Brooklyn Shoe Manufacturing unit and Antonia Saint NY.
Antonia led the design of THINX and was the Chief of Operations for years, and she or he is now taking over the shoe business together with her new high-tech heels and flats that really feel like sneakers on the within the place she raised $1.eight M in 40 days with pre-orders from 7,000 individuals all over the world.

Learnings for this episode:

  • The best way to dive into a brand new startup concept (and make it large)
  • The way to jumpstart your small business into an business that has virtually no innovation
  • The right way to current your concept into the world – what works and what doesn’t
  • How doing the one factor that you simply’ve been pushing aside may also help transfer ahead to your aim of one million

Antonia’s Web sites:

Transcript: Obtain

Video Transcription offered by GMR Transcription Providers.

Jaime Masters: Welcome to Eventual Millionaire. I’m Jaime Masters and I’ve been already laughing so exhausting. I’ve Antonia Saint Dunbar on the present. Now, she runs THINX, Icon, a brand-new enterprise that did $1.eight million – which is insane – on Kickstarter in 40 days, referred to as The Brooklyn Shoe Manufacturing unit. Thanks a lot for approaching the present in the present day.

Antonia Saint Dunbar: Thanks a lot, Jaime. Thanks for having me.

Jaime: You do an insane quantity – and it’s all about ladies and the problems that ladies have, together with new developments and know-how, which I’m actually enthusiastic about. However THINX began in 2014 and also you’ve began an entire bunch of corporations since. How did you even get into entrepreneurship? Was it THINX?

Antonia: Entrepreneurship undoubtedly did start with THINX, sure, truly. And I acquired to right the timeline as a result of time flies so quick. The thought truly formulated between Radha and Miki Agrawal method again, I feel perhaps 2006. Miki had shared the thought with me in 2010. We based the LLC in 2011. Labored, labored, labored in a silo like planning, figuring out this concept was going to be big, after which bringing it out to the market with a Kickstarter marketing campaign truly. I feel that was 2013. After which in 2014, we had the larger launch the world acquired to find out about. Nevertheless it was years of exhausting work.

That’s the factor that entrepreneurs don’t actually find out about or see is that there’s a lot that goes on behind the scenes earlier than the world will get to start out to concentrate. Then to quick ahead to now, it was whereas I used to be strolling to the headquarters of THINX that I had an concept for a high-tech shoe. My ft have been killing me. That’s what I’m targeted on proper now. The identify of that firm truly is Antonia Saint New York, a play on my grandmother’s identify after which additionally my identify, my first and center identify. As a result of designers oftentimes use their identify. So, that’s my now focus. However yeah, it’s been fairly a journey.

Jaime: Okay. I need to completely get into the shoe factor as a result of man, I’ve ft points. However what’s fascinating is –

Antonia: So many people do.

Jaime: – once we’re wanting up – like, I discovered it on Wikipedia, proper? I feel you might have a very large level to make that the world is like, “Oh, she’s solely been on this for a number of years. Look how superb that is.” And how briskly the expansion was. What did – and you may relate it to the brand new shoe firm, too, however what have been these years of determining all these things out? What did you truly do from 2011 to 2013?

Antonia: I do know, proper? It was, on the time I used to be targeted on promoting and public relations at – there was nobody individual out of us three co-founders that was targeted on full-time. Miki had her eating places. Radha had her puppet firm. I used to be working at a recording studio enjoying my cello. I used to be raised to be a classical cellist. However yeah, once we shared the seed of the thought, which was a stain-resistant underwear and with a give-back again in 2010, a seed was planted. It simply made us all know. I had this starvation. I used to be so deeply unhappy with the work that I used to be doing on the time.

I needed to make a distinction on the planet. I simply wasn’t discovering I used to be doing that on a day-to-day foundation. I simply determined to take the leap. It was June 2012 and my husband stated, “You understand what? Should you consider in it, let’s do it. I’ll help you on this.” For 9 months, we labored on product improvement, labored on finalizing the prototype. I discovered a manufacturing associate. We did in all probability 20 rounds of prototypes simply to get the match, the know-how, every little thing proper to convey to market. Then we needed to launch. We introduced it to Kickstarter. Launched and it took one other 9 months to finalized every part and get manufacturing prepared after which we delivered product.

Jaime: So, do you know, and that is the factor, proper? Since you’re leaping into an business that has virtually no innovation eternally, proper?

Antonia: Yeah, no innovation.

Jaime: And also you guys are three those that didn’t have a ton of expertise on this business beforehand. How on earth do you do this? You simply retaining going with the punches? Everyone needs to listen to the way you handled the craziness and the training curve.

Antonia: Nicely, necessity is the mom of each invention. So, all of us had this drawback of let’s simply share and break the taboo and say leaking and marking in our underwear throughout our month-to-month interval. So, we’re like, there isn’t any underwear that’s extensively obtainable that may handle this. But it’s a drawback that once we speak to our girlfriends, we speak to anyone that has this problem of a month-to-month interval, which all of us do, they have been having this drawback however nobody was speaking about it. You possibly can go to a division retailer and there’s no performance. There’s additionally no sturdiness. Underwear would disintegrate. They’d be these lovely, lacy, frilly issues.

They wouldn’t final. So, we simply knew that we needed to make this. That it was an issue that we had. Subsequently, discovering that others had the identical drawback. We might do one thing about that. I don’t know what it was. I look again now and I attribute it to my father. He was the Chief of Design at Common Motors. He ended up working there for 30 years. He led the groups doing the automotive logos. He additionally, when Common Motors owned Frigidaire for some 60 years, he developed an entire line for that firm that in my childhood, I truly used a range and fridge that my father had designed.

He would all the time level out to me on the earth, do you see how one can’t even learn that signal? Like how horribly designed that’s? Otherwise you see how that constructing, the columns don’t actually help the construction? It seems terrible. He would simply level out issues as we might drive within the automotive. I began to study design can both be practical and result in an elevated enjoyment or capacity in your life or it could maintain you again. The identical factor I discovered with underwear. That’s why I simply actually, once I led the design of the product, I actually was like, how can this be higher? Now, similar with the footwear. How can this be higher?

In each industries, it’s a patriarchal system the place these males have designed this stuff that basically haven’t any perform for us they usually sort of suck.

Jaime: It’s like a David and Goliath although, too. That’s the factor that’s so spectacular is that not solely did you go, oh, this can be a drawback. As a result of everyone is aware of heels are an issue. Each feminine is aware of that’s an issue, however no – I shouldn’t say no – however barely any individuals are going, let me repair it. Not even the large shoe corporations. It’s an enormous business. Don’t get me improper. How do you’re the little, tiny, David and Goliath, how do you truly face that stuff? As a result of that’s big.

Antonia: Yeah, it’s big. I’ll say that a group is so essential. Having my two co-founders, they actually gave me the arrogance to additionally give up my job and give attention to it full-time. I noticed each of them thriving in their very own companies. They’re particular spit-fires, each of them. I simply felt buoyed by that help. It truly is a narrative of three ladies coming collectively and making one thing, making this dream potential. Once we launched on Kickstarter, discovering the group, discovering the people who have been truly resonating with the thought, individuals began to speak about it.

It attracted some very, very influential strategic companions, folks that needed to spend money on our enterprise. One we received very far with virtually bringing them on as a companion earlier than realizing the deal wasn’t proper. After which we attracted an unimaginable strategic associate for us who is among the No. 1, I feel they’re No. 1 suppliers for Nike. They do plenty of Lululemon, loads of actually nice different manufacturers. It’s a testomony to us discovering one thing. I wish to say the riches are within the niches as a result of we recognized an issue that nobody was actually addressing as a result of it was such a taboo.

Nobody actually needed to speak about it and speak about it in a enjoyable, partaking, informative means the place individuals might speak about it. In case you take a look at the French-Polynesian phrase that’s the root of “taboo,” it’s truly tapua, and it means menstruation.

Jaime: What? I didn’t even know that.

Antonia: Sure.

Jaime: That’s hilarious.

Antonia: So, it’s actually a taboo, even simply coping with a month-to-month cycle. So, we needed to interrupt that down and by doing it, we discovered our viewers. We now have hundreds of thousands of consumers all around the globe that love the product and share it with their pals. Ladies are nice about sharing options with one another. Yeah. So, simply believing in it and figuring out that this an issue that we face. We’ve received to convey it out into the world. As a result of if we consider in it and wish it, different individuals do too.

Jaime: I noticed it on Fb. Considered one of my buddies posted. I’m like, why is one among my associates posting about that? Like, it’s bizarre. Proper?

Antonia: Yeah.

Jaime: Even for me, it’s bizarre. As a result of it’s taboo, proper? After which I purchased some and I’m like, huh, that is superb. So, however is it simply the thought? Like even when you consider the shoe firm, so once we know there’s a bazillion totally different “options” for heels. And I’ve had foot surgical procedure and I’ve an additional bone in my foot. Most individuals don’t understand that. I had considered one of them taken out and the opposite one – so I can’t actually put on heels. I used to and I can’t. I’ve tons of them and I can by no means put on any of them. And so everyone is aware of that the difficulty is there and ladies and footwear, proper?

Antonia: Mm-hmm. However they’re beautiful, proper? The best shoe is beautiful and it modifications the outfit, modifications the best way you stroll, every little thing.

Jaime: I agree. One million occasions over. So, you’re like oh, drawback. There must be an answer by now. How do you dive into the marketplace for that? As a result of I really feel like with the underwear that you simply had earlier than, a minimum of that was so taboo that it created a stir, proper? Whereas, you’re like footwear are an issue. It’s like, yeah, they’re. We all know they’re. Okay, nice. What’s your factor? What can we received? How did you get $1.eight million on Kickstarter?

Antonia: Sure, in 45 days on Kickstarter. We have been just like the 120th most funded marketing campaign in historical past on Kickstarter. Which was extremely validating for the thought. We recognized the ache factors and informed the story in a compelling, once more, partaking approach that men and women who love the shoe might relate to. What I did was I created the design based mostly on the issues that I had after which discovered two shoemakers right here in New York to truly deliver the concepts to life after which additionally consulting with a number one podiatric surgeon to be like, you understand what? These three different issues are a number of the primary issues that ladies face; let’s add these, too.

And so I targeted on three issues. The three issues have been, the three Cs I wish to name it. Ladies, we’ve got the diamonds on our fingers. Carat, shade, minimize and all of these. After which with the shoe, I used to be like why is it that that is on our ft, our very basis that we transfer by way of life with, and but it doesn’t get the identical weight of significance as one thing that’s simply glowing on our finger. And so I name it the three Cs, which is consolation, development, after which additionally customizing the match. So, I tackled these three issues. With consolation, that’s key. That’s so key. You will have these excessive heels, even flats.

There’s no know-how in these footwear that help you when you stroll. We’re strolling on more durable surfaces than we’ve ever walked as a inhabitants on this planet and but the one factor that provides us a bounce again is a sneaker, which we should always solely be actually sporting once we’re operating or once we’re understanding. We don’t essentially need to put on that with our lovely garments to a gathering or to an evening out in town, however but that’s what we really feel the most effective in. So, I principally took know-how, took design from the sneaker world and constructed it into the shoe. Of our taglines is it appears basic on the surface, however it looks like a sneaker on the within.

Oftentimes, one wears a flatter heel with a naked foot. Nothing else on it. No sock. So, I inbuilt consolation strips across the heel. Consolation strips across the tops of the toes. Ladies have longer toes. If you get a bump, you get a corn, you get callouses. Ladies have bunions. 60% of us have bunions. That hits the within of a really exhausting shoe. Why does the within of that shoe have to be exhausting? So, I constructed – I name it the gentle encompass system. Surrounding the entire complete foot. The insert that I labored tirelessly on and consulted with a podiatric surgeon, you’ve got two and a half occasions your physique weight coming down on the ball of your foot once you stroll in a excessive heel.

In order a 120-pound lady, that’s 350 kilos. Oh, my goodness. In fact your ft are going to kill, even in 20 minutes of sporting it. So I constructed up that space beneath the ball of the foot to offer you a further bounce again. A heel cup to carry you within the heel, aid you stroll. So, all of those various things – consolation. Then on the subject of match, 88% of girls put on footwear which are the mistaken measurement for his or her ft. It’s loopy. We don’t even know our measurement. As a result of give it some thought, when is the final time that you simply’ve even suit your ft? Like when is the final time you measured your ft? In all probability in a very long time.

Jaime: Once I had two for my youngsters, so I did the little factor within the shoe factor, yeah.

Antonia: Yeah, positive. Like to point out the youngsters tips on how to do it. Like I keep in mind these Brannock units within the shoe retailer once I was going and getting my footwear as a child. I ended measuring my ft once I was perhaps 18 years previous. I assumed I used to be that very same measurement for the remainder of my life. You’re not. Ladies who undergo being pregnant, weight modifications, our ft change. They really do develop greater. We put on stretchy sandals and summer time footwear. Our ft stretch out. Our sizes change. Additionally 60% of us have two totally different sized ft. So, at our firm, we now have truly the power to combine and match your sizes. No different firm does that.

It’s difficult, positive, on the achievement degree, however you are able to do it. We now have a cut up shoe field. It’s extremely highly effective. As a result of then you possibly can have a shoe that you simply don’t put on with a sock or anything, simply suit your ft completely. That’s the opposite factor. And in addition development. That’s the final one. The final C. Which is I discovered that I might purchase an $800.00 pair of footwear, they might crumble. The heel tip would pop off. It will get scuffed. It will look horrible at my second occasion that I might put on them to. In New York, particularly, you’ve obtained these grates, these metropolis grates. You step in a single, the entire heel will get shredded.

I’m like, that is ridiculous. So we now have actually ballistic nylon, bulletproof materials across the again of the heel. We’ve got constructed up the heel ideas. We now have heel ideas that final two and a half occasions longer. Like, we actually have been considerate within the design. Once more, that is simply creating probably the most ideally suited product. Taking a look at it and being like, what might I do? And discovering the proper manufacturing companions to convey it to life and simply believing in it. Like, I would like these footwear so dangerous. That’s why I, you recognize, have the late nights and the harrowing moments of oh, my God, is that this going to work?

And also you simply get by means of it, you recognize? Since you’re devoted to it. It’s a must to be tremendous, tremendous passionate as an entrepreneur. It’s robust work to convey one thing new to life.

Jaime: Nicely, that’s the place, okay, so, I need to unpack all of that as a result of that’s a lot. And what you have been speaking about – and it’s actually fascinating as a result of you possibly can hear all of the options coming via as a result of you’re the product designer additionally. And you may be like, then there’s this after which there’s this. We’re informed as entrepreneurs, options versus advantages. And I watched your video and your video does a tremendous at explaining the tech, however why it’s so necessary. In order that approach, the lady goes, “I do need that.”

Not solely like, as a result of no offense, everyone’s like, I’ve the most effective shoe. It’s extra snug. It’s no matter. You then purchase it and also you’re like, “This sucks.” Proper? So, how do you get that message throughout to everybody? Particularly you being so near the product?

Antonia: Infographics, I discover within the realm of individuals not truly studying a lot.

Jaime: Critically, no one does. Yeah.

Antonia: You actually need to deliver it proper into their face. So, we did create a video that’s brief. You could see the know-how come to life with CG animation. Approach earlier than the product even was absolute, absolutely finalized. We needed to digitalize and characterize it. Then chatting with the advantages after each piece of the answer. So, for example, with the underwear, it was like, that is moisture-wicking. And we defined why that’s essential. With the shoe, it’s like, “This strip helps forestall blisters.” So, individuals actually acquired the purpose. Individuals go by so quick with selecting to make use of a product and you need to clarify it shortly and digestibly for them to know it and visuals actually do assist.

Jaime: Yeah. Everyone ought to take a look at the video too as a result of it was, so don’t get my fallacious, like I used to be like, I’ve given up on heels. So, no offense, however I used to be like, nah, I’ll watch your video. Hopefully, it means one thing however actually, additional weirdo bones, proper, woman. I’m not regular. So, I’m watching it although and the best way that you simply guys do it within the, that is the function for this. It does this. This now lasts two occasions longer. This does this. So, as entrepreneurs, once we’re making an attempt to flesh out what that’s, the options versus advantages, as a result of no offense, not lots of house owners are excellent on the advertising aspect. I really feel such as you guys did a very good job of displaying that is the tech. This is the reason it’s higher.

Antonia: Thanks.

Jaime: However for this reason you must care that it’s higher, proper?

Antonia: Sure.

Jaime: Did you do that each one your self or do you will have, was it a part of your group? What’s your piece in it?

Antonia: I did, truly, personal that course of for this spherical and I simply discovered that by way of storytelling – a narrative is absolutely what’s going to get your concept seen and remembered and subsequently shared to others. You must have it’s simply replicable within the storytelling. And so, that was one thing that I discovered very a lot from working and co-founding THINX. I knew how essential that Kickstarter video was going to be and bringing that story out.

And amazingly, it resonated with individuals around the globe in a number of totally different cultures. It’s liked already on, I might say, each continent already. So, storytelling actually is a key piece that unlocks the thought and adopts –


Jaime: Give us some recommendations on that too as a result of the factor is, concepts are a dime a dozen. That’s what everybody talks about. I really feel prefer it’s the interpretation course of that folks aren’t excellent at. To go from, I’ve it, it’s superb and it’s technically higher. For anyone else to share it although, they need to assume it’s higher additionally. So, that’s translation typically will get misplaced. Give us some ideas that you’ve on doing higher storytelling and people concepts.

Antonia: Oh, wow. I imply, it’s like arising with that one tagline, “it appears basic on the surface, looks like a sneaker on the within.” Growth, individuals know what it’s. There’s no actual rationalization even wanted after that time. That may get you eyeballs after which you’ll be able to inform extra about what the product does. You need to discover –

Jaime: How did you provide you with that although? Like, how did you even get there?

Antonia: It’s like taking out a bit of paper and writing. What are the important thing advantages? Brainstorming what are the important thing issues. Once I assume again to truly considering of the identify for THINX. We’re like, nicely, it’s considerate underwear. It thinks of you whenever you’re not even considering, proper? It ought to carry out with out you even needing to. You simply put it on and also you don’t should do something. Additionally, we add the give-back, proper? At first, it was one pair of underwear bought, fund seven pads for a woman within the creating world for her month-to-month cycle. So, it was considerate underwear, actually, throughout.

When it got here to the shoe firm, it was like serious about how merchandise had failed us when it got here to a flat and a heel and how one can simply shortly inform how this one is totally different. One other tagline we’ve is “you possibly can’t break a glass ceiling with a glass slipper.” The thought of a tough, painful shoe. We’re working ladies. We’re on the market on the planet making an attempt to be current in our conferences, making an attempt to go to an occasion and luxuriate in ourselves or speak to that person who we’re nervous to speak to however need to make a very good impression with.

If we’ve even 20% of our mind targeted on the ache that we really feel in our ft, we’re not going to be our greatest selves. We’re not going to be centered. So, I don’t know. Actually, for me, I’m a really visible individual. I come from an inventive household. I discover that it’s a must to get away from the pc and take a bit of paper out and simply begin writing. I feel again to arising with a reputation for THINX. Initially, the women had come up, finalized on the identify Celebration. I used to be like, oh, my God, we will by no means name it that. We realized that may, might by no means name it [inaudible] [00:20:31] interval.

However I had pages, I had like three pages of what different concepts might it’s and it’s a course of. You must undergo so many incorrect issues earlier than you discover the fitting factor that may actually distill it and convey your concept entrance and middle the place individuals will perceive it.

Jaime: How have you learnt it’s proper then although, proper? As a result of there’s no man going, good job, guys. Women.

Antonia: I feel you must work in your instinct and that’s guided me quite a bit on the planet. Additionally, whenever you do one thing like a Kickstarter marketing campaign, you begin to study from presenting your concept out into the world what works and what doesn’t. For example, we discovered an early lesson in 2013 with THINX on Kickstarter that we had our nude referred to as nude. That was a rookie mistake. However earlier than the nude dialog had actually occurred. We modified that to beige fairly darn shortly as a result of there are various totally different shades of nude on the earth. However we discovered that via getting suggestions from others.

So, additionally, getting suggestions, sharing with your mates and group, sharing on a platform like Kickstarter. It’s an awesome place to survey your individuals. And if one thing isn’t working, you’re going to just about discover out in a short time from them by getting suggestions.

Jaime: Like, shoot, oh, shoot, change that. Okay, nice. Trial by hearth.

Antonia: Sure, completely.

Jaime: Which, once more, is a testomony to you guys listening after which truly making these modifications, which is fantastic. However Kickstarter is an entire beast in itself.

Antonia: Oh, my God, it’s a beast.

Jaime: And also you’re doing it once more. So, given me some recommendations on Kickstarter too. As a result of I do know lots of people which are – particularly with an enormous concept like these that take fairly a little bit of funding and also you need to validate it on the similar time. Give us some why you selected it and who must be choosing it.

Antonia: Sure. So, very totally different, by the best way, creating underwear and creating footwear. Creating underwear, you’re coping with a sample, you’re coping with material. Sure, we’ve know-how. Nice, superior know-how in that underwear for THINX. Nevertheless it’s very totally different than making a shoe, which is actually like a automotive in your ft. Particularly once you’re doing a high-tech shoe like ours. So, it’s very capital intensive and Kickstarter was an ideal place to go for that unique seed funding as a result of yeah, it’s extremely costly to do. However a few of the challenges for Kickstarter is it’s a must to be ready that in case your concept does have main success, like ours did, I used to be nostalgic.

I set a $50,000 objective like I did for THINX for the shoe firm and we hit that inside 24 hours. I used to be like, uh-oh, right here we go. We attracted greater than eight,000 individuals fairly darn shortly. To maintain these individuals, you need to plan for as a result of customer support goes to be your No. 1 problem after you increase that cash. Individuals are going to need their product. They’re going to be enthusiastic about your product. They’re going to need to ship it to them and meet your timeline.

The issue, and I need to see Kickstarter evolve a bit as a result of Kickstarter as an organization I really feel might do much more supporting the creators as a result of we’re dwelling in a world the place you’ve these folks that don’t perceive, we should not have an organization already established. That is the primary time we’re creating this collectively, with you, together with your funding. That may be a message you need to assist them perceive as you go ahead. So, communication is vital. Communication is so key. Updating your backers. Holding them on a low simmer. As a result of in the event that they get on a excessive burn on the range ready in your product, they’ll begin consuming you alive.

Jaime: They get mad, yeah. I paid for this, proper? Come on, give it to me now.

Antonia: Sure. Understandably. They’re excited. They need the answer, which is nice. However man, yeah, you’ve to have the ability to talk. You’ve acquired to have the client help. So, we’ve had a pair rising pains on the shoe firm for positive. At first, we had two customer support individuals and that simply was not sufficient for 80,000 individuals. It ended up being many extra as a result of we had net gross sales occurring. So, we needed to improve that employees. There’s time to coach them. So, there are numerous problems that go on. Being as ready as you might be at first is useful.

Additionally, get your prototype to as completed of a spot as you probably can. It’s difficult although. As a result of I perceive you need to put it on Kickstarter as a result of you want to get to the cash to get to your remaining prototype. However no matter you are able to do with family and friends help, preserving it near the chest after which convey it out into the world. It is going to assist. As a result of individuals additionally actually don’t need to wait too lengthy. They actually don’t need to wait – they need to wait concerning the time it takes to make a child. About 9 months. At most. There’s one thing about 9 months. I’m not kidding.

It’s simply that’s the place the stamina runs out for individuals. Do the testing which you could with the individuals that you’ve, family and friends, once more, together with your prototype. As a result of understanding the kinks prematurely and never having it shared like on the general public stage is the least painful course of. Will probably be the least painful for you. Additionally, take into consideration delivery internationally. Individuals don’t understand you’re placing your concept on the market. You’re going to get individuals from Australia, from Singapore. How are you going to ship it to them? Are you going to pay for duties? Are you going to pay for the VAT?

We had truly one nation – they gained’t be named, named anonymously – who actually held a pair of footwear and wouldn’t let it out to their buyer until we paid some exorbitant payment. Like principally the price of the footwear themselves. And so that you’ve received to actually perceive, are you going to have the ability to cope with all that or do you have to concentrate on the U.S.? Actually solely ship to the U.S. at first for those who’re going to try this. Scale nearer. Positives from Kickstarter? You potential discover your market. You discover your market.

You’re capable of survey your individuals rather well. Discover out what works concerning the product, what you must change, your terminology what you must change earlier than you then make daring billboards with these things. After which testing worth level can also be actually useful. Then additionally honing in in your storytelling and specializing in the way you need this to be shared extensively with the world. Simply getting actually, actually targeted on that. So, you’ll get funding. You’ll get the funding. That’s necessary. However there are such a lot of different issues about it you’ve received to be ready for.

Jaime: How did you do all of that and – do you continue to work at THINX and Icon and the way did you, as a result of that’s rather a lot.

Antonia: No. We have now an awesome CEO at THINX and an incredible CEO at Icon and a group of, my god, I feel we’re approaching 80-some individuals this yr. So, that’s its personal working, superb system. I’m nonetheless one of many largest shareholders, lively with the Board. However they’re a strong, impassioned workforce that believes within the imaginative and prescient of that firm they usually’re at it day in and day trip. Round 2015 is once I began the seed of the thought for the shoe firm. I’m now full-time targeted on it. Ever since I launched the Kickstarter. Shortly earlier than that. And I’m additionally a mother of two daughters.

So, it’s undoubtedly lots to stability. I’ve a tremendous husband and I’m able to have assist, which is nice. It’s not the simplest factor, for positive, being an entrepreneur and a mom. However time administration, man.

Jaime: I really feel like mothers of youngsters which might be entrepreneurs are the perfect time administration individuals ever. I’ve one other interview with the one factor, Jay Papasan, who wrote that e-book. I’m like, and, that’s nice, and youngsters, and, and, however there’s multiple factor. I don’t know. So, how do you stability? Nicely, “stability”? How do you handle all of these issues?

Antonia: It’s actually, actually onerous. It’s actually exhausting. And I feel we have to speak extra about simply how onerous it’s so that issues can change, to be trustworthy. I discover that we’re nonetheless very a lot dwelling in a patriarchal society that doesn’t acknowledge motherhood and the way necessary that’s and the way essential these early years are to be there together with your baby. To have the ability to nurse my daughter and to have that connection, that bond. I’ve a two and a half yr previous now and we’re so shut as a result of I used to be capable of have time to try this, however not many moms are supported in that approach. You have got two weeks, I imply, in some corporations.

There are some moms that they’ve a job that’s minimal wage they usually need to go to work. They will’t pump. It’s simply so many challenges that moms face. I’m glad that New York has a fantastic coverage now that simply went into impact this yr. My God, it’s 2018. It’s taken eternally simply to get three months of help for moms on maternity depart. However there’s a lot extra that we now have to do. I feel U.Okay. is a superb instance for us. They’ve like a yr of maternity depart for moms. It’s partial pay sooner or later from their job they usually can’t get fired. We have to have that type of help for moms.

So, whenever you’re an entrepreneur, you’re capable of be extra versatile as a result of it’s your schedule, you set it extra so. However your youngsters set your schedule, too. Like, they demand consideration. You possibly can’t get an e-mail executed in the identical room as a toddler, okay? Individuals want to know how onerous it’s. However for those who increase good youngsters, my God, it modifications the world. So, I would like us to have the ability to concentrate on them extra and I actually hope insurance policies begin to change the place we may be extra empowered to be moms and [inaudible] [00:30:33] than ever earlier than at a report tempo in America and I would like that to be extra supportive. Ladies have nice concepts. However we additionally bear the youngsters. Good day!

Jaime: Oh, yeah. My daughter’s 9 now, my youngest. And I used to be working for myself and I used to be a solo-preneur and I used to be a coach and that’s all I did. I keep in mind nursing and having the laptop computer at 2:00 within the morning going, I simply gotta get this one factor and she or he’s okay, so we’re good. Like, you simply gotta do what you gotta do.

Antonia: Yeah. What number of youngsters do you’ve now?

Jaime: I’ve two.

Antonia: Congratulations.

Jaime: Yeah, proper? They’re nonetheless alive. Okay, we’re good. We’re nonetheless good. Whew.

Antonia: They’re nonetheless alive! Precisely. It’s all about retaining them alive.

Jaime: Objective No. 1, proper? That’s typically the way it feels if you’re a mother. Going like, I need to be the right mom as greatest I can and gosh darn it, youngsters, come on. It’s onerous work. Give us a break for a minute. It’s a type of issues the place they don’t see, however they see what you do to handle it. I’m a single mother of two youngsters, proper? So, I’m like, I’ve received all of the issues. Fortunately, I don’t work a minimal wage job as a result of I can solely think about what that might be like for individuals. Properly, for a mother, a single mother. However to have the ability to undergo and go okay, that is my precedence No. 1 are my youngsters. No. 2, enterprise.

It’s arduous to have the ability to go, okay, nicely, they want this and also you don’t understand till after-effects. On for those who screw up your youngsters or when you screw up what you are promoting, often it takes a short while. So, we’re simply doing the perfect we will with what we’ve and hoping that all of it seems okay, proper?

Antonia: Sure. I discover that youngsters train you about dwelling within the current second as a result of actually within the blink of an eye fixed, they might harm themselves. So, they train you that. And one factor that’s so necessary is that if you’ll be a mom and an entrepreneur, you need to put down the system. You must be current with them within the moments that you’ll be able to spend time with that and make that point actually wealthy. I like to recommend making dates together with your youngsters. Victoria and I, my oldest, who’s two and a half, we now do mommy and toddler yoga on Fridays, which is, by the best way, actually nice for nervousness management.

And she or he has a new child in the home that’s taking Mama’s further consideration. So, find time for them to be able to be absolutely the mother or the dad, whoever’ listening to this, that you simply need to be. As a result of that point actually makes a distinction. When you’ve got them in a daycare or with a nanny or whoever else is managing the care all through the day, convey on nice individuals. You actually need to discover folks that resonate with you, that basically have the identical sort of values as you as a result of they’re going to be spending plenty of time with these different individuals, with these different caregivers.

So, work on that as nicely. If in case you have household, that’s nice. Not everybody lives near their household. We’ve such a nuclear household that lives now in [inaudible] [00:33:34] all around the globe. We’re all unfold out. However actually being current is so necessary. After which be current to your entrepreneurial objectives. There’s time. You must make buckets for all of it together with your time and focus.

Jaime: Is that what you do? As a result of that’s the opposite piece. Is that I all the time really feel like mother has mommy guilt regardless of the place you go, proper? So, once you’re responsible you’re not engaged on your corporation and if you’re with your enterprise, you’re responsible you’re not together with your youngsters. So, you’re by no means joyful, which is an excellent factor, proper? How do you flip that?

Antonia: I do know. I’ll say, for me, one factor that basically, actually helps too, that grounds me as an entrepreneur and as an individual is having a morning meditation apply. My meditation is my treatment. Simply setting the day proper. It’s the basis. Simply doing that, every little thing else is extra manageable. So, no matter guilt I’m feeling for not being 100% good, I’m like, you already know what? There’s self-love there too. Like, I’m going to have the ability to say okay, you’re doing one of the best that you would be able to. This can be a difficult state of affairs. Thank God for help. And also you additionally return into gratitude.

To have the ability to see the sunshine and see the issues which might be going nicely. Once I don’t do my meditation, then you definitely skew unfavourable. You skew to all the issues, proper? So, I actually discover that’s such a key. As a result of it’s not a simple journey. It’s actually not. It’s such a simple solution to say how does she stability it? How does she do all of it? Truly, you don’t do all of it. You do what you’ll be able to daily. You do what you possibly can. And for those who make progress in your entrepreneurial imaginative and prescient by writing these three essential emails that at some point, that’s a profitable day typically. It simply has to return right down to that.

You can’t set the bar so excessive that it’s unattainable and then you definitely beat your self up.

Jaime: That’s if you spiral. I’m so grateful that you simply stated morning meditation as a result of my youngsters know when I’ve not meditated for the day. I principally meditate day by day, however typically you’re like, so, Mother? I’m like, yeah.

Antonia: Are you okay, Mother?

Jaime: Completely missed it. Yeah, I observed too. Thanks. However think about how superb that’s, educating your youngsters that when Mommy doesn’t meditate, she goes slightly crazier, proper? Comparatively. It’s truly educating them to have a superb meditation follow at this early age too, which I want I had. We’re elevating the youngsters we want you’d’ve been whenever you have been little.

Antonia: And for them at this age, it’s like nap time. Their meditation is like nap time or quiet time. Simply quieting the thoughts. I’m educating Victoria, like quiet the thoughts. Take heed to your breath. Settle down. Be peaceable. Really feel relaxed. It’s undoubtedly a course of. Particularly dwelling in a metropolis like New York. There’s a lot stimuli in all places. You must discover ways to disconnect. And with our units, my God. I used to be not raised with them. I’m grateful that on the foot my stairs rising up there was an Encyclopedia Britannica that I might open and never discover the solutions that I used to be on the lookout for and get so annoyed.

So, I’ve a deep appreciation for the worldwide net now. These millennials don’t have that appreciation. However with all that greatness of those units, it might suck your power and make you a frenzied individual. The mind is an electrical factor. It wants time to unplug. And so we now have to offer that to ourselves.

Jaime: I am keen on that.

Antonia: After which we will do what we have to do.

Jaime: Yeah, as everybody’s listening to a podcast proper now, going oh, I’m plugged in proper at this second. They’re in my ears.

Antonia: Nicely, perhaps they’re operating. Perhaps they’re cooking, proper?

Jaime: Proper? We’re not truly – that’s why podcasts are superb. So, I do know I have to wrap up, however I am keen on the chat about sure, progress is superb and so is pleasure, proper? On the every day life. So, I’m going to wrap up with a final query. What’s one motion listeners can take this week to assist them transfer ahead in the direction of their aim of one million?

Antonia: One motion. Nicely, they might know. Go deep inside themselves. Sit and go deep inside and ask themselves, what’s that one factor that I’ve simply been pushing aside and that I do know that if I did it, it will actually make a distinction? It’s a must to comply with that little seed as a result of these seeds come into your instinct, into your thoughts. You recognize that’s scary and it freaks you out and perhaps you’re completely nervous and that’s why you’ve not achieved it. Simply do it. Simply actually do it. My Mother has this saying, she says, “Even when your toes should get scrunched up in your footwear, do it anyway and say it anyway.” Like, you simply should do it. You must.

Jaime: I really like that your mom has a quote about footwear additionally.

Antonia: That’s true. I by no means considered it that method.

Jaime: However now, with the brand new shoe know-how, they don’t need to get scrunched. Inform us the place we will discover extra concerning the footwear, the place we will get them, extra about THINX, and extra about you.

Antonia: Yeah. So, THINX is at S-H-E T-H-I-N-X, by the best way. After which Icon can also be iconundies, U-N-D-I-E-S. Icon is an empowering spin on the phrase incontinence as a result of that product is all about serving to you once you pee and sneeze and pee a bit of. After which the shoe firm is AntoniaSaintNY, for New York, .com. And it’s And you’ll find me on Instagram. Antonia Saint Dunbar. That’s the place I reside and publish often.

Jaime: I like it. We’re gonna hyperlink every thing up and now I’m gonna go comply with you on Instagram. So, everybody else do this too. Thanks a lot for approaching as we speak. I actually, actually recognize it.

Antonia: Thanks, Jaime. This has been nice. So nice to attach.

Share ButtonShare Button

Tags: Antonia Saint Dunbar, Enterprise Proprietor, entrepreneur podcast, eventual millionaire, learn how to get began in entrepreneurship, how you can begin a kickstarter, jaime masters, millionaire entrepreneurs, podcast, start-ups / startups, startup entrepreneur, prime entrepreneurs

Classes: All, Featured Millionaire Interview, Millionaire Interviews


var aepc_pixel = “pixel_id”:”603956543059313″,”consumer”:[],”enable_advanced_events”:”sure”,”fire_delay”:”zero”,
aepc_pixel_args = [],
aepc_extend_args = perform( args )
if ( typeof args === ‘undefined’ )
args = ;

for(var key in aepc_pixel_args)
args[key] = aepc_pixel_args[key];

return args;

// Prolong args
if ( ‘sure’ === aepc_pixel.enable_advanced_events )
aepc_pixel_args.userAgent = navigator.userAgent;
aepc_pixel_args.language = navigator.language;

if ( doc.referrer.indexOf( doc.area ) < zero )
aepc_pixel_args.referrer = doc.referrer;

fbq('init', aepc_pixel.pixel_id, aepc_pixel.consumer);

setTimeout( perform()
fbq('monitor', "PageView", aepc_pixel_args);
, aepc_pixel.fire_delay * 1000 );