Latest / Imagine If with Doone Roisin | Health, Wealth & Wisdom for Women (formerly Female Startup Club Podcast) / 6 Quick Questions with Daniela Vianna, Founder of Ephemeris (part 2)

Transcript

6 Quick Questions with Daniela Vianna, Founder of Ephemeris (part 2) · Imagine If with Doone Roisin | Health, Wealth & Wisdom for Women (formerly Female Startup Club Podcast)

• 0:00
  Welcome back. Here are the six quick questions. So question number one is, what's your why? Why are you doing what you're doing? I believe that life can and should be more meaningful. Not for me, but for everybody that's around me.
• 0:24
  I believe that if you understand yourself and understand the other person through the lenses of astrology or esoteric arts, you can be more empathetic, you can be more compassionate. And then we would live in a world of more peace. So that's why I do this, because I think we are in a very extreme world where climate change and wars and all of this pandemic, things happening. So it's an all hands on deck.
• 0:52
  kind of situation and the way I can collaborate to this it's merging this technology and a spiritual side of me and and delivering it to the world in a way that it can be used as a tool oh that is so cool amazing thank you for telling me that question number two what has been your favorite marketing moment so far
• 1:18
  I think the day that we figured out how to communicate our message, like the potential of the meaning that the jewelry, the customized jewelry could pass on via meme. So that was this one piece of like creative piece, like an ad that we made with my ex-boyfriend. And it was like him like kind of giving the jewelry and the meme was saying how cute it is, the piece of jewelry that my boyfriend gave to me.
• 1:46
  And that performed in a way, we still use that piece of, you know, I had to ask him for permission to keep using that piece of creative, but we still use that. So I learned that, you know, when you tap into the language that your customer and your audience understand, that's when you will see your sales popping. That's when you will see good results.
• 2:07
  Oh, that's so cool. I'm going to check out that piece of content. I'm excited to see what it is. Very cool. Question number three, what is your go-to business resource in terms of book, podcast, or newsletter? I read Hacker News. So Hacker News is a good resource for me in terms of reading. I love Oligible. I cannot sit down and read a book. I need to be walking or
• 2:30
  or, you know, running or doing something. And then I just am listening to a book. But for me, the main resource of information and learning is actually business events and sessions with one-on-one sessions with my mentors. I really learn a lot from people on in-person interactions. Very cool. I agree. One-to-one where you can ask specific questions.
• 2:57
  Question number four is how do you win the day? What are your AM and PM rituals that keep you feeling happy and successful and motivated? I wish I had a more broad, you know, and disciplined morning and night ritual. But there are two things that I do that really I cannot start my day unless I've done them. And maybe it is a very Brazilian thing, but I have to have a shower.
• 3:22
  So I wake up and the number one thing I do, I go for a shower and it's kind of like a resetting button. Okay, now I'm ready. And then I drink a chai latte. I can have caffeine, but chai lattes, they make me happy. Chai lattes make me happy too, but I don't think I could live in the world without caffeine. Coffee is my absolute favorite thing every day.
• 3:46
  Yeah, I'm like, I'm very, I hyperventilate when I drink caffeine, you know, like I just can't, my system cannot handle it. So I defer to the childhood life. Still a great life. Great life. Question number five is what's been your biggest money mistake in the business? Oh, so many. I think, uh,
• 4:09
  When you are a CEO and you're betting the house at all times, everything can be a money mistake. There are two I can talk about. One is hiring an agency to run my ads. It was the most famous agency and we paid so much money. The creatives that we were putting there ourselves were outperforming the agency's creatives.
• 4:33
  And then the second one was just buying inventory without considering the shipping costs. And then when I saw it, I had to let go of the inventory because it made no sense to bring it, you know, paying those shipping costs when I could get it, you know, for a little more expensive, but domestically without, you know, yeah, that was a horrible money mistake.
• 4:55
  Oh my gosh. I hate both of those for you. I feel like I've heard it time and time again on both, both of those fronts, issues with like the weight of things and issue with agencies. Are you able to share like what the amount was that you were spending, like for both of those?
• 5:13
  Yeah, we were spending like $7,000 a month on this agency on the stage that we were like very early. And remember, we don't have VC money. Everything was bootstrapped. So it was like hard earned money that we were paying and not seeing results that we could not outperform having zero cost. So over the course of like four months that, you know, that sums up.
• 5:38
  And for the inventory, I think we spent like $10,000 of products that we had to let go completely off because of the cost of shipping that, you know, would add to that. So yeah, both of them kind of hurt. Oh my gosh. Yeah, that's terrible. And so was the, I always ask these questions because we turn them into TikTok videos for our marketing. And so I put the information on the internet.
• 6:09
  That sounded so boomer of me. I put the information on the internet. Cool. Cool story. I love it.
• 6:16
  For the actual shipping cost part of it, like, was it double the cost? Is that what you said? It was another like 10,000 or it was 10,000 base. And then what was the shipping part? It's just like when we compare, because we were like thinking about bringing a line of new products from, you know, and we were using like this glass and the glass would come from abroad. And of course there's a weight into it.
• 6:41
  And when we saw, I was trying to buy it in quantities to reduce my cost of goods. And that's why I was bringing it from abroad and bigger quantities. And when I saw the shipping cost to bring and I calculated like what that shipping cost represents per unit, it would like diluted per unit. It would be way more costly than just letting go of the product and buying it inside the US, not bringing in smaller quantities.
• 7:11
  Got it, got it, got it. Oh my gosh, tough lesson to learn. Jesus. Oh yeah. Question number six, last question. What is just a crazy story in the business that you can share, good, bad or otherwise? I think the story of how I got stuck in California. I came here for a meditation course and then that changed the course of my life and the course of the business life,
• 7:41
  way to see that any event can be either a big problem or a big opportunity.
• 7:49
  I love that. Any event can be a big problem or a big opportunity. I'm going to write that on a note and stick it above my computer for the rest of the week. Thank you so much for coming on the show, Daniela, and telling me your story about growing this business. I'm stoked for you. I'm so happy that you live in the US now. So cool. Yeah, yeah, yeah, for sure. So nice of you for having me here and, you know, listening to all this crazy journey. Thank you so much.
• 8:21
  Hey, it's June here. Thanks for listening to this amazing episode of the Female Startup Club podcast. If you're a fan of the show and want even more of the good stuff, I'd recommend checking out femalestartupclub.com where you can subscribe to our free newsletter. We send it out weekly covering female founder business news, insights and learnings in D2C, and interesting business resources.
• 8:45
  And if you're a founder building an e-commerce brand, you can join our private network of entrepreneurs called Hype Club at femalestartupclub.com forward slash Hype Club. We have guests from the show joining us for intimate Ask Me Anythings, expert workshops, and a group of totally amazing, like-minded women building the future of D2C brands.
• 9:08
  As always, please do subscribe, rate and review the show and post your favorite episodes to Instagram stories. I am beyond grateful when you do that.
• 9:25
  Hey, it's June here. Thanks for listening to this amazing episode of the Female Startup Club podcast. If you're a fan of the show and want even more of the good stuff, I'd recommend checking out femalestartupclub.com where you can subscribe to our free newsletter. We send it out weekly covering female founder business news, insights and learnings in D2C, and interesting business resources.
• 9:49
  And if you're a founder building an e-commerce brand, you can join our private network of entrepreneurs called Hype Club at femalestartupclub.com forward slash Hype Club. We have guests from the show joining us for intimate Ask Me Anythings, expert workshops, and a group of totally amazing, like-minded women building the future of D2C brands.
• 10:12
  As always, please do subscribe, rate and review the show, and post your favorite episodes to Instagram stories. I am beyond grateful when you do that.