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- Company: GoBeauty
- Player: Tatjana Mihajlov-Pilbeam
- Est: 2014
- Contact: gobeauty.co.za
Apps make life easier. That’s why we love them. It’s hard to remember how things worked before Google Maps and Trip Advisor.
Now, a clever Cape Town entrepreneur has applied location-based thinking to the South African beauty industry with GoBeauty, a mobile phone app that lists nearby spas and beauty salons, and lets you make appointments directly, in real-time, without having to pick up the phone.
It’s an app that has the ability to transform local commerce by making bookings painless for customers and salons alike.
Launching and growing her app business, however, was not quite as straightforward for Tatjana Mihajlov-Pilbeam. “In the first few months, the uptake was slow,” she says. “I was holding the business back by being too cautious and not wanting to take risks.”
Letting go of fear
Crippled by self-doubt and fear of failure, she started a process of ‘mental fitness training’. “I set specific detailed goals and visualised achieving the business and financial results. Focusing on the outcome, even though you may not know how to get there, makes a big difference to your attitude. Practice thinking of the reasons why it will work and what drove you to start it in the first place.”
That doesn’t mean pretending that there are no problems. Rather, it’s believing that you can solve any that may arise. “Now, whenever negativity sets in, I find a positive statement that applies throughout the day – in my case, I focus on something that has gone well.”
Thinking about the bigger picture
Picking small and achievable goals along the way worked like stepping stones to achieving her goals, and fuelled her confidence. The business responded too.
“I learnt the value of thinking bigger, beyond what I thought was ‘realistic’, and discovered that it’s better to forge strategic partnerships sooner rather than later.”
Integrating with the software systems that salons and spas use made GoBeauty far more accessible, simple and convenient for the salons and, at the same time, improved the experience for app users.
Initially, launching the app in isolation was a mistake, because like so many, it could easily get lost in the app store. GoBeauty’s target market needed to get to know the brand first, what the app was all about and why.
The next step forward came when GoBeauty moved onto WeChat, the free messaging and calling app.
“We are growing the business rapidly within an existing application, which has also made GoBeauty available on all smartphones, to an existing audience.”
With GoBeauty’s official account on WeChat, the team can focus on giving customers the best mobile beauty and wellness experience, while leaving the tech up to the experts.
It’s all about that brand
When you’re starting out, the last thing you want to hear is that you need to spend money on anything that is not essential to making the business viable. Creating a brand is one of those things.
“We learnt that whether you intend it or not, customers create a ‘brand’ image for you,” says Mihajlov-Pilbeam.
“That’s why you need to help them build the right one. With the huge influence social media has, it’s by far the best and most cost-effective way to reach your audience and build relationships.”
She cautions against doing the obvious. “Consumers are sophisticated and ultra-sensitised to advertisements. We respect our audience and their time. On our blog and through social media we’re giving them valuable content, but without ads and flashing images coercing them to ‘click here’.” The result is that GoBeauty has grown its audience by 200% in one year, and has expanded nationally.
The Alfa Romeo Stelvio – More Than An SUV
The All-New Alfa Romeo Stelvio draws inspiration from the legendary mountain pass linking Italy to Switzerland, with 48 hairpins in quick succession.
The All-New Alfa Romeo Stelvio draws inspiration from the legendary mountain pass linking Italy to Switzerland, with 48 hairpins in quick succession. The Stelvio pass is widely seen as one of the most beautiful and engaging roads on the planet.
What You Put In Is What You Get Out – Create Your Own Success
The secret to curating a successful life starts with what you put in.
You are what you eat, the saying goes. Your physical and even mental health are highly dependent on what you eat (or consume) daily. There are four fundamental factors of a system: Input, boundaries, purpose and output. All systems are mostly defined by the combination of these four factors.
A professional athlete will be very diligent about what they consume in order to achieve the best possible outcome, and sprinters will have different guides and regimes to marathon runners. Essentially, high performing athletes curate their input, or design their own lives, to produce a favourable output.
The same is true of the high-performance entrepreneur — they too should be curating their input, not just in terms of what they consume through their mouths but more importantly, what they consume with their ears and eyes.
A few years ago, I began to recognise that even though I might wake up in a good space in the morning, by 10am I would be feeling negative regardless of my daily practices. I had already established the discipline of recording and recognising my successes daily, as well as repeating daily affirmations and visualisations, yet within a few hours of starting my day, I found myself in a negative space.
I couldn’t figure out what was causing this; but after some analysis I realised that my daily routine included listening to talk radio on the way to work, catching up with the news on Twitter before my first meeting, and reading the morning paper which was neatly laid out on my desk. It quickly became clear that my negativity could be attributed to my over-consumption of bad news.
Each communication platform — from Twitter to the radio — has the power to depress anyone who consumes its news, but the combination of all three was toxic to me. It affected my mood, concentration and, invariably, my output. In a single decision, I eliminated these three platforms from my daily ‘diet’ and instead curated a different morning experience to see whether it would change the output. Instead of the radio, I decided to listen to either music or an audiobook; instead of Twitter, I decided to call a friend; and I didn’t renew my newspaper subscription.
The results were instantaneous. This experiment set me on a mission to see what else I could deliberately curate and design, so I began to strategically design my life to inform the successful and positive output that I desired. I subscribed to online newsletters that were informative and thought-provoking, such as Brain Food by Shane Parish; I cajoled my management team to begin listening to audiobooks at the same time that I was doing so to ensure that we included positive discussions in our bi-monthly meetings; and I ensured that there were always three litres of water in my immediate surrounds to encourage a healthier lifestyle.
Create your own success
In case you haven’t experienced the lightbulb moment yet, the simple explanation is this: All systems have inputs and outputs, and the quality of the input results in the quality of the output.
If you see yourself as the curator of your input and as the architect of your environment, you can start to create the inputs, set the boundaries and define purposes to result in the output that commands entrepreneurial success.
If something really affects the quality of your life — whether it’s your attitude, your mood or the clarity of your thought processes — it’s time to relook the design and start to curate an environment that is conducive to your success.
And, if you’re concerned about missing out on what’s happening, always remember that, if a news report or update has a direct impact on your life, the chances are high that you will hear it through your friends and family.
Follow These 8 Steps To Stay Focused And Reach Your Goals
Decrease the amount of noise in your head.
Accomplishing a goal can be hard work. But even if a project is something you are passionate about and want to complete, distractions such as social media, doubts and other tasks can make it nearly impossible to concentrate on it. Don’t fret. We’re here to help.
Check out these eight steps to help you prioritise and clear your mind.
1. Stop multitasking
Instead of trying to do a million things at once, take a step back and tackle one task at a time. And while your inclination might be to start your day with busy work – like checking emails – and then move onto to the harder things, you should try to get your brain moving by challenging yourself with with a bigger, more creative endeavor first thing.
Related: Goal Setting Guide
2. Block out your days
A good way to hold yourself accountable when it comes to quieting the noise all around you is to specifically block out time in your day – maybe it’s 30 minutes or an hour – to spend on a given project.
Colour code your calendar or set a timer to make sure you are accomplishing the goal at hand.
3. Get your blood pumping
You can’t focus if your are stuck inside and staring at a screen all day long. Turn off your computer and phone, and go for a walk for 20 minutes. The fresh air and the movement will clear your head. Also make sure that you are drinking enough water and getting enough rest.
4. Help your technology help you
A platform like RescueTime, a software that runs while you work and shows you how you are spending your day, could help you understand why something is taking longer to complete than it should. Options like Cold Turkey, Freedom and Self Control block out the internet entirely to keep you off your Twitter feed when you should be meeting deadlines.
Get a recommendation for a yoga or meditation class, or even make it an office outing so everyone get some time to quiet their minds. Or look online for a plethora of apps and platforms whose stock and trade is mindfulness, like Meditation Made Simple, Calm and Headspace.
For slightly more of a monetary investment, you could look into wearable tech like Thync, a device that produces electrical pulses to help your brain decrease stress.
6. Change up what’s in your headphones
While background noise might help block out a loud office or construction outside your window, you need to be careful that what you are listening to isn’t distracting you more.
Music with lyrics can sap your focus from the task in front of you, so consider trying classical or electronic music instead. Or use a playlist that is familiar to you, so you aren’t tempted to turn all your attention to the new sound.
7. Streamline your communication
If you find that all of your focus gets trained on getting your inbox down to zero, think about how you can get yourself out from under a relentless deluge of email. Ask yourself and your colleagues to think about whether this conversation would be most effective through email, on the phone or in person.
Taking five minutes to walk over to someone else’s workspace will save you the time and energy invested into a redundant email chain and clarify how you want to attack a problem more quickly.
8. Find an environment with the right kind of noise
To be the most effective, you need to strike a delicate balance between too much noise and total silence. According to David Burkus, an associate professor of leadership and innovation at Oral Roberts University, “some level of office banter in the background might actually benefit our ability to do creative tasks, provided we don’t get drawn into the conversation,” Burkus wrote in the Harvard Business Review.
“Instead of total silence, the ideal work environment for creative work has a little bit of background noise. That’s why you might focus really well in a noisy coffee shop, but barely be able to concentrate in a noisy office.”
This article was originally posted here on Entrepreneur.com.
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