The Power Of The Pivot: How CurlMix Plans To Reach $10 Million In Sales This Year
Kim Lewis, CEO and co-founder of natural hair company CurlMix, describes herself as "relentless."
CurlMix, which she and her co-founder husband Tim launched in September 2015, is growing fast, but the company has had to reinvent itself along the way.
In 2017, the couple decided to switch from a "do-it-yourself" subscription model to focus solely on ready-made product. Through a series of "learnings" that could have devastated any other founder, Kim was determined to keep going and pivot when necessary. (Before CurlMix, Kim founded a social media network for natural hair. The company "failed" but the insights and connections Kim made while building it, lived on.)
Having passed $1 million in sales in 2018, the brand's 2019 goal is $10 million and Kim's pretty confident it will happen.
"Entrepreneurship is one big game of chess and Monopoly. It's about having fun in the process. When you play games [and you don't win], it's not about, 'I want to stop playing games forever,'" she told xoNecole. "Losing is a part of winning. I don't mind it because at some point, I'm going to win."
Here's how Kim plans to reach this audacious goal and the lessons she's learned scaling CurlMix from a small DIY startup to a growing and profitable company.
1. Figure out what people really want
Courtesy of Kim Lewis
Sometimes in order to become profitable as a business, you have to learn the power of the pivot. "The best entrepreneurs and athletes have a short memory. If it's not working, do something different. A lot of times fear holds people back and keeps them doing the same thing over and over for longer than they should be doing it."
After accepting the company's declining sales in 2017, Kim and Tim realized they'd have to do something different in order to stay in business. An advisor whom they met through being a portfolio company of Backstage Capital - a venture capital firm founded by Arlan Hamilton - asked the money-making question that would change their business forever: "What's your best-selling box?" It was their flaxseed gel box. "Make that."
Kim and Tim didn't believe it was possible. They thought flaxseed would be difficult to scale and that manufacturers wouldn't make it. Their advisor responded with a firm, "Figure it out."
Kim, who was seven months pregnant at the time, spent all of September 2017 making fifty different batches of flaxseed gel, perfecting a recipe that was stable, and more importantly, scalable.
Pivoting the business model actually made sense.
Margins for subscription boxes can be low, while standalone ready-made product margins are significantly higher. Also, while people loved the idea of being provided raw ingredients to make their own products, most people didn't have the time. Kim admits some of CurlMix's best customers were stacking up their unused monthly boxes at home. "I failed enough to know that I wasn't going to make something that people didn't actually want. We did pre-orders for the flaxseed gel on our website. We launched in October 2017 and sold hundreds in a few hours. We tried again the next day. They bought hundreds more."
2. Make the pivot
Kim and Tim knew that they were on to something so they committed themselves to embracing a pivot, though doubt was present. By February 2018, CurlMix made $8,000 in sales. By March, CurlMix had a $30,000 month. A few months later, revenue jumped to $60,000 a month. The company's highest grossing 2018 month reached $240,000 in sales.
"We realized we needed to scrap the whole business and just do this. This is what people want."
Kim and Tim decided to discontinue the DIY product and threw out six months worth of already scheduled content. "I'm glad that [we made the pivot] because I would have wasted money on things that hadn't found product market fit," she explained. "When you start throwing gasoline on a fire and have no product market fit, you're wasting a lot of money."
3. Target, target, target
Courtesy of Kim Lewis
Social media ads became part of CurlMix's recipe for success. By working with a Facebook ads manager, Kim was able to capitalize on wash and go search trends and target potential customers appropriately.
"We targeted people searching for wash and go [styles]. That's where our product performed...People were searching for flaxseed gel but not getting real solutions.The ones that were out there just added flaxseed oil (synthetic gel) to product. People were making it at home but didn't have a ready-made solution. My challenge was going to be figuring out scaling and manufacturing of the flaxseed gel."
By investing in large scale manufacturing of their own flaxseed gel, CurlMix was able to ramp up to making 1500 units of gel a day. This became their unique marketing offer opening up their ability to quench the market demand for a flaxseed gel product that worked.
4. Understand your levers
"I feel like CurlMix is a million-dollar machine. I can turn certain levers and make more money. Before I didn't have that concept."
As the head of sales and marketing, Kim's formula for increasing revenue includes: increasing the average order value (through bundled offering), increasing customers (via increased product specificity and SKU variance), and increasing purchase frequency. She claims, "If you increase all a little, you can triple your revenue in a year."
A $25,000 investment by Backstage Capital in February 2018 helped the company invest in key marketing assets such as new labels, content, and product photos, which ultimately helped fuel company growth.
This mix seems to be working. According to Kim, CurlMix has gotten to the point where they'll be making $40,000 monthly from Amazon alone.
5. Invest in what’s personally important
Courtesy of Kim Lewis
Zuri, Kim and Tim's one-year-old son, is the light of their lives.
"Before, I thought being a mom was going to ruin my chances of being successful as an entrepreneur. I was terrified. However, my husband and I knew that we wanted to have a family. We knew that when we were 50, we wanted to be on vacation with our kids. It's funny but I said, 'When does that happen, when do I actually have the kid? When do I have the time to raise the kid and vacation with them in 20 years?' That's why we decided to become parents."
"I thought maybe I'm not just cut out for entrepreneurship. I credit a lot of our success to my son to providing me with strength and focus."
And Tim? He's Kim's most valuable player on her ever-moving chessboard.
"[Tim] quit and came to work full-time [and manage Operations] for CurlMix in March 2018. He used to make $250,000 as an IT contractor. He really believes in CurlMix and gets so much fulfillment out of it. He told me, 'We can do it.'"
"I picked my husband as a partner because he's brilliant, not because I love him. It matters because it means he can give me solid advice - period. Whether we're together or not, his advice is going to be excellent. That's important because when investors meet us and say, 'Oh, your spouse is your co-founder', my response is, 'Because he's brilliant, not because I love him.'"
6. Keep learning
The road to $10 million is teaching Kim alot about what it takes to be a long-term player in the business. She's had to invest in an human resources consultant to help with the hiring CurlMix needs in order to sustain growth. She's also learning to vet opportunities with a more discerning eye. Kim believes that if you want to succeed in the online world of beauty commerce, getting out of the "ivory towers" is crucial.
"People are doing things that they are comfortable with. They feel like they've gotten bigger and they [don't] talk to customers. I'm in a private Facebook group with our customers. I go live every Wednesday and they watch me do my hair in my shower. They get to know me and I get to know them on a first name basis. A lot of us rush into retail because we want to get that big order from Target or Walmart. That's not the way to build a long-term business in this industry."
Kim cautions other small businesses to learn more about venture capital, too. "We're told that it's bad to sell. It's important to know your options as a company and business person. Understand investments and the other side of the industry that Black folks don't usually have access to." She recommends reading Angel: How To Invest in Technology Startups by Jason Calcanis and Venture Deals: Be Smarter Than Your Lawyer & Venture Capitalist by Brad Feld.
She's also learned to be a better negotiator and explore risk management, something many small business owners struggle with. "Whoever speaks first provides the anchor and has more power. It made me more comfortable with saying what I want first versus waiting to hear what someone will offer me... As a small business, we don't think anyone will come and steal our information. We don't think about having cameras in our offices or small things that exist at big companies. 5% of revenue at every company is gone because of fraud."
Yet, it's about more than just money, admits Kim. "It's not that we made a million dollars. What feels amazing is walking into an office and seeing that you're able to employ ten people. You're able to provide health insurance [and w-2s] for people that look like you. [CurlMix] is a place where [our employees] enjoy working. Those things are so much more rewarding. It's about the people who I work for every day."
There are few more power moves that Kim plans to put into action this year. In early February, the brand introduced its first shampoo and conditioner to market. Additionally, CurlMix's episode on Shark Tank aired on March 3, 2019.
"I've failed quite a bit in entrepreneurship and could have given up in any of those moments. I'm willing to bet on me even if no one else is. I'm willing to sacrifice. I'm going to be successful. It's just a matter of time."
For more on Kim Lewis and CurlMix, visit @kimandtimlewis and @curlmix on Instagram.
Images courtesy of Kim Lewis
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Rana Campbell is a Princeton University graduate, storyteller, content marketing strategist, and the founder and host of Dreams In Drive - a weekly podcast that teaches you how to take your dreams from PARK to DRIVE. She loves teaching others how to use their life stories to inspire action within oneself and others. Connect with her on Instagram @rainshineluv or @dreamsindrive.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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You'd Be Amazed How Much This One Thing Can Keep You Out Of Divorce Court
I truly can’t believe that it was almost five freakin’ years ago that I penned “Why I'll Never Call Someone A 'Boyfriend' Again” for this platform. Now that I’m in the thick of writing my third book (due out later this year) and I’m revisiting this declaration, I am standing firm on it more than ever. There are no boyfriends in the Bible. Your taxes couldn’t care less if you have a boyfriend (some of y’all will catch that later). And acting like you’re married while having a boyfriend when you’re actually not? That is so hella counterproductive — on a myriad of different levels.
Yeah, the longer I live, the more folks I counsel, and the more that I observe humanity; in general, I honestly believe that this culture and how it dates, it teaches people how to divorce, not marry. “Fall in love,” place marriage rules in the dynamic, break up…rinse, and repeat. Then, by the time you actually do say marital vows to someone (which are serious, y’all), you don’t even really mean them or get the weight of them because you’re processing them as barely a step up from whatever you and your last three boyfriends promised to each other.
It's so countercultural to talk about relationships from this angle — and that is why I am hypervigilant about doing all that I can to keep married folks from calling it quits. Because what the Bible does say is covenant-keeping is very serious (Malachi 2:16, Matthew 19:1-12, I Corinthians 7:10-11, Ephesians 5:22-33), the reality is that divorces can be costly on every level, and, reportedly, about half of people who do divorce, on some level, end up regretting it (check out “What Some People Regret About Their Divorce”). So, if we can keep the ending of marriages to a minimum (or at least try), shouldn’t we?
With all of this said, in walks something that I personally found to be pretty interesting. Apparently, after a whopping 40,000 couples were researched, with 94 percent accuracy, there is one thing that could predict if they would divorce. Or not. Are you ready to read what it is?
Did You Know There Is Such a Thing As “The Four Horsemen” in a Marriage?
GiphyIt never fails. Whenever I’m having a conversation with a couple who is seriously contemplating marriage, one thing that they will ask me is if there’s a way to ensure that they won’t get a divorce. I mean, if two people decide to not divorce, they won’t. That’s another message for another time, though. For now, what I will say is when I read about what The Gottman Institute considers to be “The Four Horsemen” of poor communication styles in a marriage, I totally got where they were coming from.
And what are they? According to the institute, it’s criticism, contempt, defensiveness, and stonewalling. Although the reality is that pretty much all humans struggle with these on some level, let me briefly explain what it means to be excessive with them.
- An overly critical person gives unsolicited advice that the person on the receiving end either doesn’t want or doesn’t find to be helpful at all. Still, the critical person gives it because they always seem to think that they know best — including when it comes to timing.
- A person who speaks with some level of contempt usually hits below the belt or is super disrespectful in their delivery. They don’t mind being very sarcastic, dismissive, mocking others, or calling them names (bookmark this one).
- A person who is hella defensive usually struggles with not taking what they dish out, they can’t receive advice unless it’s connected to praise, and they absolutely suck at personal accountability, which is why they deflect, make excuses, and justify their actions a lot.
- Stonewallers are individuals who hold grudges, are passive-aggressive, and refuse to communicate. Of the four, this one is typically seen as the most immature course of action.
And when you take all of these in and then factor in that poor communication (because if you argue a lot, your communication skills need work) continues to be one of the leading causes of divorce (although I do find it interesting that, as far as sources of conflict go, career choices then parenting styles and then the divvying up of household chores lead the pack), whether you want to get married, are newly married or have been married for a while now, keeping those four horsemen in mind, along with being real with yourself about where you succumb to communicating that way, all of this is definitely worth taking special note of.
Okay, but those are four things and the title of this article says that ONE thing, in particular, can help you to avoid divorce most of all. What is it? Well, as far as which one of the four is the most damning, many experts say that it’s contempt. I get why. I mean, who wants to be intimate with someone, on any level, if they are mean as hell? After all, no one signs up to be another person’s emotional punching bag. Marriage is supposed to be an emotional safe space; not a battlefield.
However, according to the married couple John Gottman, Ph.D. and Julie Gottman, Ph.D., the greatest predictor of divorce is something else (although the four horsemen are definitely a huge part of what can prevent what I’m about to say next from transpiring).
The One Thing That Just Might “Divorce-Proof” Your Marriage
GiphySo what could actually keep you out of divorce court if you take and then apply it seriously? The Gottmans call it “turning towards” your partner. And just what does that mean? In a nutshell, it’s being intentional about making sure that your partner feels both seen and heard.
Honestly, one of the best ways that you can do that is through your body language (check out “15 Relational Body Language Cues You Definitely Shouldn't Ignore”) because it’s already pretty rude for your partner to try and express how they feel and you turn your back towards them or even switch your energy away from them. No one wants to be dismissed like that. However, turning towards your partner means more than just that.
Turning towards your partner is all about fully engaging them. I’ll give you some examples:
When you’re turning towards your partner, you are applying compassion. For instance, if they had a hard day at work and they express to you what’s going on, you’re not so quick to give advice or criticize; instead, you acknowledge what they said and respond with things like, “I can see how that would make you feel. Anything I can do?”
When you’re turning towards your partner, you are open to what they are saying, even about you, that you might not like. For example, if they bring something up that you do that bothers them or hurts their feelings, you don’t get defensive or pull that “You do it too” mess; instead, you take the approach of, “Will you explain to me how that affects you to the point where you are upset by it?” and then you LISTEN FULLY (meaning without interruption) to their response.
When you’re turning towards your partner, you take the stance that Dr. Phil has become well-known for saying: “Do I want to be happy or do I want to be right?” You get that because your marriage isn’t just about you, you are willing to compromise, be flexible, and do what’s ultimately best for the relationship instead of only focusing on things going your way.
These are merely three examples of what it means to “turn towards” your partner, and according to the Gottmans, whenever you do that, you have an 86 percent chance of staying together instead of a 33 percent chance if you don’t.
And just how can you become a master at turning towards your partner if this is a concept that is completely new to you? Good question. When two people make the decision to share their lives, this means that they are choosing to meet each other’s needs. The only way that you can know what those are is by asking — not assuming, not presuming…asking. And then, once you know, discuss with your partner if you are meeting their needs in a way where they feel like their needs are actually being met.
And what does that mean? Listen, I can’t tell you how many times I have been in a session with a spouse who has told me that they are a good husband or wife, and then, when I ask their partner if they agree, all hell breaks loose. Yeah, you can’t be in a relationship with someone and have the only vote on whether you are good for them or not; they definitely get a say. And if you’re serious about “turning towards” your spouse, you’ll want to hear what they have to say about if you are both good to and for them — in both the big and smaller things.
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At the end of the day, if you want to avoid divorcing at all costs (and here’s hoping that you do), turning towards your partner is about expressing empathy. It’s about facing them, figuratively and literally, so that you can better understand them, support them, and share in their needs with them. Because when you sign up for marriage, that’s a huge part of what it means to be a married person.
Marriage: Riding through life together. Avoiding the four horsemen at all costs. Turning towards each other. Daily.
Amen.
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