Latest / Earn Your Leisure / How Tiffany Dean Built a $45M Haircare Empire Without a Bank Loan

Transcript

How Tiffany Dean Built a $45M Haircare Empire Without a Bank Loan · Earn Your Leisure

• 0:01
  Speaker 1: This episode is brought to you by P and C Bank.
• 0:04
  Speaker 1: A lot of people think podcasts about work are boring,
• 0:07
  Speaker 1: and sure they definitely can be, but understanding a professionals
• 0:10
  Speaker 1: routine shows us how they achieve their success little by little,
• 0:14
  Speaker 1: day after day. It's like banking with P and C Bank.
• 0:18
  Speaker 1: It might seem boring to safe plan and make calculated
• 0:21
  Speaker 1: decisions with your bank, but keeping your money boring is
• 0:24
  Speaker 1: what helps you live or more happily fulfilled life. P
• 0:28
  Speaker 1: and C Bank Brilliantly Boring since eighteen sixty five. Brilliantly
• 0:32
  Speaker 1: Boring since eighteen sixty five is a service mark of
• 0:35
  Speaker 1: the PNC Financial Service Group, Inc. P and C Bank
• 0:39
  Speaker 1: National Association Member FDIC Erness What's Up? You ever walk
• 0:45
  Speaker 1: into a small business and everything just works like the
• 0:49
  Speaker 1: checkout is fast, the receipts are digital, tipping is a breeze,
• 0:53
  Speaker 1: and you're out the door before the line even builds.
• 0:55
  Speaker 1: Odds are they're using Square? We love supporting business is
• 1:00
  Speaker 1: that run on Square because it just feels seamless. Whether
• 1:02
  Speaker 1: it's a local coffee shop, a vendor at a pop
• 1:05
  Speaker 1: up market, or even one of our merch partners. Square
• 1:08
  Speaker 1: makes it easy for them to take payments, manage inventory,
• 1:12
  Speaker 1: and run their business with confidence, all from one simple system.
• 1:16
  Speaker 1: If you're a business owner or even just thinking about
• 1:19
  Speaker 1: launching something soon, Square is hands down one of the
• 1:22
  Speaker 1: best tools out there to help you start, run, and grow.
• 1:25
  Speaker 1: It's not just about payments, it's about giving you time
• 1:29
  Speaker 1: back so you can focus on what matters most ready.
• 1:32
  Speaker 1: To see how Square can transform your business, visit Square
• 1:35
  Speaker 1: dot com backslash go backslash eyl to learn more that
• 1:40
  Speaker 1: Square dot com backslash, go backslash eyl. Don't wait, don't hesitate.
• 1:45
  Speaker 1: Let's Square handle the back end so you can keep
• 1:48
  Speaker 1: pushing your vision forward. One of the most important things,
• 1:54
  Speaker 1: especially in our community, is trust. Yes, and nothing more
• 1:57
  Speaker 1: important than black women and putting a product in And
• 2:01
  Speaker 1: so I know one of the things you're keen on
• 2:03
  Speaker 1: is the amount of reviews you have of things over
• 2:05
  Speaker 1: sixty thousand.
• 2:06
  Speaker 2: Reviews now over sixty thousand and five stars, five star wars.
• 2:09
  Speaker 1: Used be very clear about this, very clear about this.
• 2:12
  Speaker 1: So they're all real by the way, So in the beginning,
• 2:15
  Speaker 1: I mean, how are you getting this product in the
• 2:17
  Speaker 1: people's hands?
• 2:17
  Speaker 3: First? Is it like a trial question?
• 2:19
  Speaker 1: And you know, the initial thing is like, we got
• 2:21
  Speaker 1: to put this thing to work. So like, let's see
• 2:23
  Speaker 1: what the feedback is. Let's take us through that.
• 2:26
  Speaker 4: Okay.
• 2:26
  Speaker 2: So basically I launched right after and I don't even
• 2:30
  Speaker 2: want to say my competitor, but I love you girl.
• 2:32
  Speaker 4: I launched right after Miracle Drops right.
• 2:35
  Speaker 2: She launched maybe a few years prior than me, and I,
• 2:39
  Speaker 2: like I said, I already had that idea in my
• 2:41
  Speaker 2: head of what I wanted to do with Hyllie herbar
• 2:42
  Speaker 2: was sitting on the idea for like five years.
• 2:44
  Speaker 4: And so when I saw her and I saw the
• 2:45
  Speaker 4: success that.
• 2:46
  Speaker 2: She had, it also gave me drive, like, oh my gosh,
• 2:51
  Speaker 2: you look at the success she had.
• 2:52
  Speaker 4: I could do it. If she could do it, I
• 2:53
  Speaker 4: could do it too.
• 2:54
  Speaker 2: So it took me into that realm of like, Okay,
• 2:57
  Speaker 2: what should.
• 2:58
  Speaker 4: I do or how should I do this?
• 3:01
  Speaker 2: And I wanted to make sure to have a product
• 3:03
  Speaker 2: that was popping. So at that time, hair Growth Serum
• 3:08
  Speaker 2: was popping, because her product was a huge product that
• 3:12
  Speaker 2: was popping. So it's like going with the times, you know,
• 3:14
  Speaker 2: like with reality TV, you know what I mean, you
• 3:16
  Speaker 2: have to have a certain type of show.
• 3:17
  Speaker 4: Now these shows are popping. Now we turn in. Now
• 3:20
  Speaker 4: we go into this type of vibe.
• 3:21
  Speaker 2: So it was the same type of thing with women
• 3:23
  Speaker 2: in our products as black women.
• 3:24
  Speaker 4: You know, we go through our phases.
• 3:26
  Speaker 2: We go through the lace front, then we go through
• 3:28
  Speaker 2: the wig, then we go through the weaves, then we
• 3:29
  Speaker 2: go through the braids. So it was a phase at
• 3:31
  Speaker 2: that time that was hair growth serums that are going
• 3:34
  Speaker 2: to grow your hair.
• 3:35
  Speaker 4: So because I picked up.
• 3:37
  Speaker 2: On it and I came at it with the right time,
• 3:39
  Speaker 2: I was able to get into the psyche.
• 3:42
  Speaker 4: Like I said, of the woman's head.
• 3:43
  Speaker 2: It was all about the videos of the black women
• 3:47
  Speaker 2: with long hair and getting into those groups that had
• 3:51
  Speaker 2: the pages that were filled with black consumers that liked
• 3:57
  Speaker 2: to buy off of Instagram pages. You know how back
• 4:00
  Speaker 2: in the day we had those Instagram pages and they're like,
• 4:03
  Speaker 2: oh you could buy this or the y only pearls
• 4:05
  Speaker 2: or the you know those type of pages that sell things.
• 4:07
  Speaker 4: Those were those pages.
• 4:09
  Speaker 2: So they had two four husand five hundred thousand followers
• 4:12
  Speaker 2: on those pages.
• 4:13
  Speaker 4: That all trusted the things that they would post. So
• 4:16
  Speaker 4: my like network that I was blessed enough.
• 4:21
  Speaker 2: Thank you April that my girl April, she got me
• 4:24
  Speaker 2: in this group in these groups.
• 4:26
  Speaker 4: She had a brand as.
• 4:27
  Speaker 2: Well, and basically I was blessed enough to be privet
• 4:31
  Speaker 2: into the groups and it was like I was privet
• 4:34
  Speaker 2: into my entire demographic of women that were already sitting
• 4:38
  Speaker 2: on these pages waiting to buy the next thing. So really,
• 4:41
  Speaker 2: everybody wants to buy something that they feel like is
• 4:44
  Speaker 2: different and it's not saturated as well in the market.
• 4:47
  Speaker 2: So because you know, another product was big, they're like, okay,
• 4:50
  Speaker 2: let's try this one now. So they really trusted me
• 4:53
  Speaker 2: and tried it. And I put this review tracker on
• 4:56
  Speaker 2: my website. Luke's is the company, and Luke's was a
• 5:02
  Speaker 2: review tracker that basically it would email them, you know,
• 5:05
  Speaker 2: say you want to give a review, then you would
• 5:07
  Speaker 2: give the review, but the review would pop up on
• 5:09
  Speaker 2: the website.
• 5:09
  Speaker 4: So I basically optimized my site.
• 5:11
  Speaker 2: And I did the whole thing in the beginning, you know,
• 5:14
  Speaker 2: with the success and everything. We didn't even change the
• 5:17
  Speaker 2: website until like maybe a year or two ago, but
• 5:20
  Speaker 2: I basically optimized it. So it was all about thinking
• 5:22
  Speaker 2: about all of the steps that a woman would go
• 5:24
  Speaker 2: through on a website to purchase something, making sure that
• 5:27
  Speaker 2: she converted another thing was like making sure that the
• 5:31
  Speaker 2: website was geared. It's like you want to babysit them
• 5:35
  Speaker 2: to the sale. You know, you don't want to have
• 5:37
  Speaker 2: too many whistles and bills a lot of times on
• 5:39
  Speaker 2: your website, videos and a lot of things, especially in
• 5:42
  Speaker 2: the beginning, because it takes them off of their concept
• 5:46
  Speaker 2: of just buying and going. You want them to be
• 5:48
  Speaker 2: in out a quick and easy transaction. Go on, look
• 5:51
  Speaker 2: at your stuff and purchase. So a lot of times
• 5:54
  Speaker 2: when you put too much, they get sidetracked. So the
• 5:57
  Speaker 2: review tracker thing was the perfect thing. It was just
• 6:00
  Speaker 2: that one thing that was there and it would pop
• 6:02
  Speaker 2: up on any product that they went on and then
• 6:04
  Speaker 2: they would click. And so the wonderful thing about it
• 6:07
  Speaker 2: is the product really worked. So the reviews flooded in
• 6:11
  Speaker 2: like I didn't have to do anything.
• 6:12
  Speaker 4: I've not.
• 6:13
  Speaker 2: You know a lot of people say, oh, those reviews,
• 6:15
  Speaker 2: Oh that's fake, or you can't even believe that.
• 6:17
  Speaker 4: It's so sad. They are all real.
• 6:20
  Speaker 2: It's just sad that people think that because they come
• 6:22
  Speaker 2: through you know, they all came through Lukes and O
• 6:24
  Speaker 2: Kindo to review outlets that we have. And what's wonderful
• 6:27
  Speaker 2: about what I did with my website too, is I
• 6:30
  Speaker 2: made sure to have two review trackers. So one was
• 6:33
  Speaker 2: the Lukes review that would show like a woman her picture,
• 6:35
  Speaker 2: her review, you know, at the bottom, she would give
• 6:37
  Speaker 2: it a five star or whatever stars.
• 6:39
  Speaker 4: And then there was another one that I had that
• 6:41
  Speaker 4: was like a survey.
• 6:42
  Speaker 2: And so I have like over thirty thousand women that
• 6:44
  Speaker 2: have just like taken a survey of like how old
• 6:47
  Speaker 2: they are, how fast it worked, you know, what do
• 6:49
  Speaker 2: they feel about it? And so those are things that
• 6:52
  Speaker 2: work when you go to, like now the next levels
• 6:54
  Speaker 2: that I'm at big box stores and you know, going
• 6:56
  Speaker 2: into retail and that type of thing, it's like really
• 6:59
  Speaker 2: making a big difference.
• 7:00
  Speaker 4: Because no one comes with that.
• 7:02
  Speaker 2: I sit in these meetings, you know, big box and
• 7:05
  Speaker 2: our distributors, and I'm doing some really big things with
• 7:08
  Speaker 2: all of all of the stores at this point, and
• 7:11
  Speaker 2: they sit.
• 7:11
  Speaker 4: There in awe.
• 7:12
  Speaker 2: They're in shock. They can't even believe. They're like, how
• 7:15
  Speaker 2: did you like? Cause at this point, we've our revenue
• 7:18
  Speaker 2: is about forty five million over the last let's say
• 7:21
  Speaker 2: three to four years. You know, like the first year
• 7:23
  Speaker 2: we did a million. I mean, thank you, thank you,
• 7:26
  Speaker 2: thank you. And so to be able to do something
• 7:28
  Speaker 2: like that with no bank loan.
• 7:31
  Speaker 4: I did most of it.
• 7:32
  Speaker 2: Were not even move with a credit card, you know,
• 7:33
  Speaker 2: like we got our AMEX, you know, thank you.
• 7:35
  Speaker 4: My express love you.
• 7:36
  Speaker 2: But that is not heard of as a black woman.
• 7:41
  Speaker 2: And everyone said, like, why didn't you take money? Why
• 7:43
  Speaker 2: didn't you? You know, you're supposed to use other people's
• 7:44
  Speaker 2: money to make money, And I'm like, you know why,
• 7:47
  Speaker 2: because I wanted to show the next little young black girl.
• 7:50
  Speaker 4: That she could do it with nobody's money.
• 7:53
  Speaker 2: That's why, Like, I really wanted to have that story
• 7:56
  Speaker 2: to where the next young black entrepreneur, girl, woman, boy, whatever,
• 8:02
  Speaker 2: could say, wow, she paid forty five million dollars without
• 8:05
  Speaker 2: taking a dime from anybody else. I don't have to
• 8:07
  Speaker 2: have perfect credit. I don't have to go and beg
• 8:10
  Speaker 2: somebody for help.
• 8:11
  Speaker 4: I don't. I can just put lace my boot straps
• 8:13
  Speaker 4: up and I can go out there and I can
• 8:15
  Speaker 4: go get it too.
• 8:17
  Speaker 5: So let's go back to social media things. Yes, you
• 8:21
  Speaker 5: started selling?
• 8:23
  Speaker 4: At what point I started selling?
• 8:26
  Speaker 2: Actually, it's almost our fifth year anniversary and I am
• 8:29
  Speaker 2: celebrating it with you guys. September sixteenth, twenty eighteen is
• 8:33
  Speaker 2: when we started posting and started in the groups.
• 8:37
  Speaker 3: How many followers did you have?
• 8:38
  Speaker 4: I had about sixty thousand at that point, and.
• 8:41
  Speaker 3: Took how long until you get sixty thousand?
• 8:43
  Speaker 4: About a year?
• 8:44
  Speaker 5: So you did a year of because a lot of
• 8:47
  Speaker 5: times people try to sell to early.
• 8:49
  Speaker 3: This is the point that I'm trying to make. It's
• 8:50
  Speaker 3: very important.
• 8:52
  Speaker 5: And like you just started Instagram page and you already
• 8:54
  Speaker 5: doing fifty percent off Black Friday sales or five hundred followers,
• 8:57
  Speaker 5: So you didn't yet with.
• 8:59
  Speaker 3: No even though you already had the plan to sell.
• 9:02
  Speaker 3: You set on it.
• 9:03
  Speaker 5: You set on the product for a year, yes, and
• 9:06
  Speaker 5: just built organically, post every day and.
• 9:11
  Speaker 2: Just viral stuff viral you always the concept, in my
• 9:14
  Speaker 2: opinion to social media is viral.
• 9:17
  Speaker 4: If it ain't viral, don't.
• 9:18
  Speaker 5: Post so and just building that trust, building the community.
• 9:21
  Speaker 3: And then when it.
• 9:23
  Speaker 5: Was tom a year, lady got six thousand followers and
• 9:26
  Speaker 5: you decided to drop the product.
• 9:27
  Speaker 3: How did you roll out the product? When you first
• 9:29
  Speaker 3: rolled it up?
• 9:29
  Speaker 2: Oh my gosh, so ghetto, Oh my god, like not ghetto,
• 9:33
  Speaker 2: but you know, you know, we do what we gotta do.
• 9:35
  Speaker 4: I didn't even have labels on my bottles. I didn't
• 9:38
  Speaker 4: have labels and you know what I told the women
• 9:39
  Speaker 4: when they were kind of like, there's no label on
• 9:41
  Speaker 4: the bottles. I had these beautiful, beautiful bottles. They were ombre.
• 9:43
  Speaker 2: They went from like a blue to a beautiful cranberry
• 9:47
  Speaker 2: and it and it just blew up.
• 9:48
  Speaker 1: You know.
• 9:48
  Speaker 2: You just say, Okay, I'm gonna start posting today. You
• 9:50
  Speaker 2: can buy it the websites here, and they started buying it.
• 9:53
  Speaker 5: The first day with no person, just the product. Like
• 9:56
  Speaker 5: it wasn't like a person behind it. Just posted the
• 9:58
  Speaker 5: product and.
• 9:58
  Speaker 2: Said this week this was And I did that specifically too.
• 10:01
  Speaker 3: Did they know that the page was it? Well, what's
• 10:04
  Speaker 3: the page.
• 10:04
  Speaker 4: Called Hollywood hair bar Yes, so it was branded.
• 10:07
  Speaker 3: It wasn't like you had a different page and product
• 10:10
  Speaker 3: mm hm.
• 10:10
  Speaker 2: So it wasn't on a Hollywood Hair BARB page. But
• 10:12
  Speaker 2: the secret to the sauce was the network I was in.
• 10:16
  Speaker 2: So it wasn't just that I posted and said by this.
• 10:19
  Speaker 2: I posted with about thirty forty other people posting, and
• 10:23
  Speaker 2: so we did what was called like an organic share
• 10:26
  Speaker 2: for share. You know, that's like something that they used
• 10:29
  Speaker 2: to do back now I.
• 10:30
  Speaker 1: Remember that it so their trust system, you'd like tied
• 10:34
  Speaker 1: into it because now you've posted, and their community rate
• 10:37
  Speaker 1: trust everything they're.
• 10:37
  Speaker 2: Doing, and so now you're part of the trust because
• 10:39
  Speaker 2: they're posting all these different brands.
• 10:41
  Speaker 6: An illegal alien from Guatemala charged with raping a child
• 10:45
  Speaker 6: in Massachusetts. An MS thirteen gang member from El Salvador
• 10:49
  Speaker 6: accused of murdering a Texas man of Venezuelan charged with
• 10:53
  Speaker 6: filming and selling child pornography in Michigan. These are just
• 10:57
  Speaker 6: some of the heinous migrant criminals caught because of President
• 11:01
  Speaker 6: Donald J. Trump's leadership. I'm Christy Noman, the United States
• 11:04
  Speaker 6: Secretary of Homeland Security. Under President Trump, attempted illegal border
• 11:09
  Speaker 6: crossings are at the lowest levels ever recorded, and over
• 11:13
  Speaker 6: one hundred thousand illegal aliens have been arrested. If you
• 11:16
  Speaker 6: are here illegally, your next you will be fine nearly
• 11:20
  Speaker 6: one thousand dollars a day, imprisoned and deported, you will
• 11:24
  Speaker 6: never return. But if you register using our CBP home
• 11:28
  Speaker 6: app and leave now, you could be allowed to return legally.
• 11:31
  Speaker 6: Do what's right.
• 11:33
  Speaker 4: Leave now.
• 11:34
  Speaker 6: Under President Trump, America's laws, border and families will be protected.
• 11:39
  Speaker 3: Sponsored by the United States Department of Homeland Security,