Yvonne is a Norwegian born, Australian raised, Ghanaian, currently living in the UK with her husband. She started her business NETT Exfoliator in December 2019.
The NETT is an exfoliation sheet, dubbed by founder Yvonne as “a brand new way to exfoliate”
Though its not totally new, per se (it has been around in Ghana for generations) it is new to the Western market.
The NETT is sustainable, ethically sourced, long lasting hygienic, easy to use, machine washable and of course looks fabulous in your bathroom!
Tell us a little bit about your background and how you started your business?
When I was a kid, my mum gave us a sapo each, we used it pretty much every day, when we went to Ghana (I was 7 at the time) I saw heaps of them in the market and then again at 21, I noticed them, after that, I didn’t think about it for many years and for the longest time I used the shower loofahs (what I now like to refer to as bacteria nests, haha) and exfoliation gloves because I NEED to exfoliate to feel clean!
A few years ago, mum reminded me of them on the family WhatsApp and I had a lightbulb moment, no one has introduced these to the Western world (think Australia – I am an Australian citizen and UK – I currently live in the UK with my husband). I went and did a bit of research, however I found that there were already a few people in the market, so I was going to let it go.
I was talking to my husband and he said to me, “Ford, Toyota, VW, Mercedes, Holden etc. if they had all decided not to add their take on the car into the market because ‘there’s ‘already people doing it’ we wouldn’t have the rich choice we have in the automobile industry” He encouraged me to start and bring what no one else can bring to it, my personality and story, so I did.
What were the top mistakes you made starting your business and what did you learn from it?
I think the biggest mistake I made was not getting professional pictures done from the beginning. I know that that wasn’t my strength (some people are great at it, me, not so much) so I should’ve invested there to ensure that my social media and my website were in tip-top shape.
What is one thing you do daily to grow as an entrepreneur?
I actually try to network as much as possible, I read articles and I listen to podcasts, but I actually think people are one of the best ways to grow and learn. I have found that the community of people I have met whilst building this business have been the best thing for me and this business and my personal growth.
We can learn so much from people ahead of us in the game and even our peers. So I swear by networking and trying to meet people as often as possible and more than just networking, actually building friendships.
What is one thing you wish you knew before starting your business?
That branding is more than just your logo.
What’s your best piece of advice for aspiring and new entrepreneurs?
Surround yourself with a strong support network – friends and family who will cheer you on and encourage you no matter how many times you need to hear it. Get a clear vision – it will be difficult and if you don’t remember why you started, you will give up. Keep the vision in mind always, and that will keep you going during the lows.
And ‘do it afraid’ – do it even though you might not have everything planned. Don’t be (too) afraid to fail. I have always just figured that that is a part of life that you either overcome or live the rest of your life never achieving anything out of fear of failure. That only leads to regret.
What is your definition of success?
For me personally, I view success in a holistic manner, if I am making SO MUCH money, but my relationships are in tatters, then I haven’t achieved success and vice versa. If my relationships are thriving, but I have neglected this amazing business which is a part of my purpose, then I am also not truly successful. I think when I find a balance, there is where I find true success.
Will the scales tip slightly every once in a while? Absolutely! But I should do everything in my power to ensure that balance.
What is your favourite quote?
“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, ‘Who am I to be brilliant, gorgeous, talented, fabulous?’ Actually, who are you not to be?”
– Marianne Williamson
The quote goes on and on, but this particular part of it has stuck with me for years. My little sister Lucy (founder of @nyperfect) and I heard this for the first time when we were kids while watching the movie “Coach Carter” and it has stuck with me since, Lucy is particularly obsessed with it, haha!
The question at the end “actually, who are you not to be?” really hits home and I think is a question worth all of us asking ourselves, regularly, when that imposter syndrome hits, because it will and when it does, it oftens hits hard!
So I ask myself often, why can’t I have greatness? Why can’t I be super successful? Why can’t I leave something phenomenal behind for my children and my grandchildren and my great-grandchildren and make my parents super proud (I am sure they are already proud of me, haha). Why can’t I leave a legacy that will live beyond me in every area of my life, business included?
How has the pandemic affected you or your new business?
3 months after launch, the world turned upside down with Covid 19. Despite this and three UK lockdowns, NETT has grown phenomenally, especially in the first quarter of 2021.
However, when NETT had its BIG moment (a full-page spread in the Sunday Times Style Magazine by renowned journalist India Knight) what would normally take 5 days to get our stock across from Ghana, ended up taking almost 28 days!
How do you manage running a business while traveling?
Well, currently we can’t do much traveling, but I am based in the UK and would normally do an annual trip to Dubai (to visit my parents and sister) and then to Western Australia (to visit my in-laws and other sister) so travelling and business will be very much a part of my life in the (hopefully) near future.
Planning ahead (as an event planner this is my default), looking at what needs to be done, how much of it can be scheduled (ie. social media posts with Buffer, scheduling emails that need to go out) ensuring that anyone who is a regular part of your business (ie. accountant) is aware of your absence and organising everything they need prior to your exit and for me (as a product based business) getting my stock into a fulfillment centre or having someone come over regularly to fulfill orders are a huge necessity.
Everything else can be done with my laptop and some wifi, though when you are travelling it would be nice to simply enjoy the time and put the work away!
What has been your most effective marketing strategy to grow your business?
For my business personally, it was PR, however in general I would say to show up and make yourself and story a huge part of the business. I buy into a person more often that just a business. The first thing I do when I jump onto a new website is to read the “About Me/Us” page and if there is nothing about the Founders, I am almost always no longer as invested.
People want to know you and follow your journey and support a REAL person running a business, not necessarily just a business, so show up, whether it’s on social media platforms or getting involved in interviews, podcasts, clubhouse, etc. just show up, this is great marketing for your business.
What’s your best piece of advice for aspiring and new entrepreneurs?
Stay humble, as quickly as it came it can be taken away. Humility is a great character trait to have.
What was your first business idea and what did you do with it?
Oooh, I don’t even remember, I have so many every day and most of them nothing comes of it, haha, but I don’t discount it, because maybe it’s not a “no”, it’s simply a “not now”
If you only had $1000 dollars to start a new business, knowing everything you know now, how would you spend it?
Branding, I would invest in branding. Branding really helps you to get a clear idea of what your brand is about, the voice, sound, the look, the feel, everything. It gives you clear direction.
What are the top 3 most useful tools or resources you’re currently using to grow your business?
- ‘PR for the People’ is a DIY public relations member platform – I have done both – I’ve worked with a PR company and that was a huge part of launching NETT and now I have joined a DIY PR platform. Whatever your budget, there is a way to do PR now, so get onto it.
- Canva – Graphic designers are expensive (and rightly so, they are AMAZING) but if you can’t afford it, there is no reason not to have great graphics and attractive imagery, get onto Canva
- Xero – is a bookkeeping software that helps you keep your finances in check – which is something that a lot of new entrepreneurs avoid because of how daunting it seems.
What’s a productivity tip you swear by?
Always always write a ‘to-do list’ and work out your priorities.
How do you personally overcome fear?
I always acknowledge it. One of my best friends is a psychologist and she taught me the practice of “name it and tame it”. Pretending I am not afraid doesn’t change anything, however, I can acknowledge it takes some of the fear out.
How can readers get in touch with you?
You can follow me on Instagram @mynettex or check out my website mynettex.com
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