Aubrey Terrazas is an 18-year hospitality professional, Master Sommelier candidate, Certified Online Marketing Associate and founder of the marketing firm, Terra Vine.
After receiving a BA in French with a minor in theatre and music at the University of Illinois at Chicago, Aubrey launched a multi-passionate, dual career as a sommelier and fitness coach. Later in San Francisco, Aubrey was both a wine director for Michelin-starred restaurants as well as one of the leading fitness instructors.
Her ties to the wine industry and experience with grassroots marketing for the restaurant community led to co-founding a PR & Event marketing agency which represented clients such as IBM, Apple executives, California Wine Institute, and Fetzer.
After selling her partnership in January 2020, she founded Terra Vine —a digital marketing & PR agency based in France that supports visionary entrepreneurs in the wine, travel, & lifestyle industries.
What is Terra Vine all about?
Terra Vine is a marketing agency that supports the acceleration of growing businesses, including the wine & travel industries. We use ethical marketing and PR strategies to serve independent wineries, hotels, startups, and small businesses. We favor diversity, sustainability, and economic inclusion because we believe it not only serves humanity, but also opens our minds to creative solutions and perspective.
Tell us a little bit about your background and how you started your business?
I was a sommelier and hospitality professional for around 18 years, which meant I did a lot of grassroots marketing for the restaurants that I worked for. In early 2017 I co-founded an agency in California that grew to represent some of the largest wine brands in the state. Right before the pandemic, I moved to France and sold my partnership to focus internationally and run the business with a more impact-driven mindset.
How has the pandemic affected you or your new business?
I launched my business in February 2020, which meant that I didn’t get any SBA loans and all of my back-up plans that used to give me reassurance were taken away (waiting tables, teaching fitness). I went into a long existential crisis in which I doubted my niche; the pandemic gave me a lot of fear about where I could be successful. I had to learn to trust myself, trust my skills, and trust that I can make a difference in industries that I care about. I did grow my business, but I think that I would be further had I focused from the start.
What was the biggest problem you encountered starting up and how did you overcome it?
I was used to meeting clients at events and by networking. Terra Vine launched in a foreign country and completely online. I learned to stay in touch and that for people to come to you digitally, they have to know what you do. I felt that I started to grow more when I started putting myself out there more online and showing up with content that provides value.
What were the top mistakes you made starting your business and what did you learn from it?
Hiring too fast: On my first business, I hired too quickly. We were growing quickly, but new businesses have their ups and downs and it really killed us if we lost a big client and still had to pay for full-time employees plus a salary for myself and my business partner. For Terra Vine, I started with a part time employee and a few contractors. It gives me a lot of the help that I need, and was able to give my team members roles that best suit them.
Business formation: If starting with a business partner, be sure you start a new LLC or S-Corp together so it’s clear that you founded the business together (unless you’re joining into something well established). Also define your roles and responsibilities so it’s clear who is accountable for what and everyone feels supported in their role.
Set aside reserves & taxes: I used to take every penny from my business when it first started. When you work for yourself or you’re starting a business, it’s good to have backing for a rainy day. If the rainy day never comes, then you’re in a healthy financial place to invest in new opportunities, people, or technology. I’d also rather set money aside for taxes and claim what I really make then try to stretch exemptions. If it looks like you make almost nothing, then you’ll screw yourself out of qualifying for a home or loan later.
What is one thing that you do daily to grow as an entrepreneur?
I invest a little time into my mindset every day. I meditate for 10-15 minutes in the morning and listen to podcasts and books to learn new techniques and inspire me to keep growing. As an entrepreneur, it can be highly stressful some days, so it’s important to stay sharp, get rest, exercise, and eat well. Take care of yourself and keep constant reminders of your dreams through vision boards, post it notes, or whatever else inspires you.
How do you manage running a business while traveling?
It’s important to separate the ideas of being a tourist from the ideas of being a nomad. To be successful and continue to show up for my clients, I try to spend longer periods of time in one spot. If you only have three days, you’ll either feel like you’re missing out on the sites or missing out on work. I also always check in about the wifi before I book a room (read the reviews), bring chargers, and compartmentalized thinking/strategy/creative work for trains and planes and more production-driven work for when I can be at a desk.
I remember one trip to Italy where I even bought a hot-spot that was supposed to work anywhere, thinking I would get a lot of work on long train rides. It worked terribly, and it caused me to get really frustrated and behind because I thought that I would be productive during a time when it wasn’t possible. I wish I had just planned better to outline goals, write copy, reflect on strategy when wifi wasn’t a thing (which is often isn’t in Europe).
What are three books or courses you recommend for new entrepreneurs?
This is one of my favorite topics! I love listening to Audible while I’m working out or cooking.
The E-Myth Revisited by Michael Gerber. This is classic and I recommend it to any business owner. Owning a business should mean a lot of work in the beginning for freedom later. This book keeps you focused on your systems, team, and service.
Radical Candor by Kim Scott is a must-read for leaders. Your team is your most valuable asset, and also, the world needs less jerks. This book helps me have the hard conversations that I need while still letting my team know that I care.
The War of Art by Steven Pressfield. This is a quick and essential read that covers how to overcome the feeling of “resistance,” or the internal enemy that stops you from working on your dreams.
What was your first business idea and what did you do with it?
My first business idea was launching wine, food and wellness trips with a business called Venn Club. I set up a blog and did a couple of yoga & wine events at wineries. Eventually I merged the events & blogging concept into a marketing agency with my partner in California. In hindsight, I learned that you have to start somewhere. I’m grateful for everything that I learned and experienced over the past few years, but I gave up on the idea too soon because my attendance was low and I was marketing everything myself. Later, I learned that hosting an event at a winery is advantageous for their business and I asked to get paid for it, instead of hosting there with no support from marketing.
What are you learning now? Why is that important?
Right now, I’m learning about how B-Corps set up KPIs and goals around impact: diversity, sustainability, socio-economic inclusion. As a business owner, we have a greater opportunity to make change in the world. But just like any goal, it has to be intentional, measured, and specific.
What has been your most effective marketing strategy to grow your business?
For a service driven business, I feel that my most important partners and clients came via networking and offering value through content. I never say no to meeting people, and I try to offer ideas and support whenever I can through connections, blogs, social media, etc. In short, giving to the community has brought me the most return on investment.
What’s your best piece of advice for aspiring and new entrepreneurs?
Set aside some cash, be persistent, and put yourself out there! Many people give up too early when they’re just starting to learn. Having that cash to back you up will help you feel secure, and you have to shout from the rooftops what you do so people think of YOU when they’re looking for your product/service/idea.
What’s a productivity tip you swear by?
Create before you consume. I work hard to avoid emails in the morning so that I have time for my meditation, coffee, and exercise to get my headspace right. Then I start with producing something, rather than responding. It’s easy to get sucked into texts, emails, slack channels then suddenly feel like you did nothing.
What is your definition of success?
My definition of success is feeling joyful, free, and secure. I’ve put myself through major stress in the past to serve my ego, but at the end of the day, I started my own business because I want to have freedom, travel, and more time with my family.
How do you personally overcome fear?
I remind myself that courage is not the absence of fear, but doing what needs to be done in spite of it. Action is the best way to get past fear. Start your day with the biggest, hairiest, scariest thing you need to do. Overcoming that will keep you productive and make the rest of your day feel so much easier.
Hubspot is a great CRM tool where you can manage your contacts and create templates for emails you use often. This saves my team a lot of time and makes it clear when follow up is needed.
I also love Airtable, which is like Google Sheets on steroids. They have loads of templates that are perfect for organizing your business.
I also love Envato Elements for finding stock video, music, photos, and graphics that are actually good. I use the site often for creating stand-out content.
How is running a company different than what you thought it would be?
You’re never really “off.” I think it’s hard for a lot of people to understand that just because I work for myself, it doesn’t mean that I’m on vacation all day. In fact, it’s harder to take a vacation because everything flows down from me! But I do love the flexibility and the fact that I can work anywhere, and that my income isn’t limited by my job.
How can readers get in touch with you?
You can find me on my website at terravineagency.com or DM me on Instagram at @aubreypopsbottles.
Random Interview: Jigar Patel CEO of The Ticket Fairy Talks Tech
