June 30, 2020
By Romie Tufaro
Halo Incubator started 2020 with a vision of supporting and empowering our fourth cohort of women founders. Our cohort founders shared these high hopes, and an eagerness to take their startups to the next level. It’s a familiar story now, the many ways COVID-19 has altered life as we know it. The entrepreneurial world is no exception, the effects are substantial and few businesses will emerge from these times unscathed. Though some crucial qualities remain within us: resilience and flexibility.
As women founders, the ability to question, reflect and persevere is something we know well. Historical examples of economic turmoil have proven that companies that embrace a willingness to adapt are also those that thrive. With this in mind, we reached out to three Halo alumni, including Sonali Nigam, Founder of Petminded; Alli Schaper, Founder of Zigii; and Dalia Katan, Founder of Presently, to find out how they have adjusted their business models.
What is the major difference between how you were operating your business pre-covid, compared to how you are operating now?
Sonali, Petminded: Petminded launched as a travel planning and booking service in 2019. We hosted a variety of experiences to build an initial user base, and we were looking forward to launching a group travel product called Dog Mom Retreats in May.
In the days after the 'shelter in place orders' went into effect, we knew this would be a challenging time for pet owners and wanted to offer flexible services and a sense of community. Petminded partnered with a local nonprofit and started offering a free Online Pet Parenting Series - a series of virtual events hosted by pet experts on various topics. Over 2500 attendees participated in these events. It quickly became obvious that our audience wanted even more pet-focused activities that they could enjoy virtually. We are now offering a series of free and paid virtual events each week.
Alli, Zigii: Before COVID-19 hit hard in March, Zigii was focused on supporting health-conscious travelers by selling wellness bundles that could be delivered straight to their destination. With the travel industry abruptly coming to a standstill, we had the opportunity to pivot due to our adaptable business model. This shift has enabled us to tap into a new B2B market.
In response to retail footprints being minimized due to COVID-19, we launched an online marketplace. Now customers can additionally shop all of their favorite wellness brands directly from our website. Zigii’s mission is to make wellness as accessible as possible, and we are excited to continue to find innovative ways to do this, no matter what the world is going through.
Dalia, Presently: Physical distancing has expanded the ways in which communities celebrate the moments that matter, and Presently has proven to be a fun and meaningful way for friends to celebrate loved ones during this time. As a group gifting platform, Presently makes it easy for family and friends to collaborate on a single group gift. In many ways, the pandemic enabled us to strengthen our company identity, connect more deeply with our users, and embrace the unique role we play in supporting communities and local businesses alike.
COVID-19 came as the kick we needed to expand. Originally focused solely on kids’ group gifts, we opened up our platform to adults in early March, serving occasions ranging from birthdays to graduations, gratitudes, holidays, and more. Seventy percent of our group gifts are now for adults, which we would have never expected just a few months ago!
Finally, our team changed a lot, too. We opened summer intern positions after seeing the number of students posting about cancelled internships on LinkedIn, and are excited to host four incredible interns this summer.
What tools or resources have been the most helpful for you during this time?
Sonali, Petminded: Communities like Dreamers & Doers and Female Founders Collaborative have been extremely helpful. The ability to collaborate with other founders and share resources has been key.
Alli, Zigii: Tech resource wise, I have been a Zoom warrior. Without this application, working remotely with my team would not be possible.
I am also a huge fan of curated newsletters to stay up to date on the highest quality information in the wellness world, inspirational content and general global news. A few companies that I think do an incredible job of curation and education in short formats are CB Insights, Fitt Insider, Morning Brew, Further, and Tim Ferriss’s 5 Bullet Friday. Podcasts are also incredible resources for me to easily get information from experts – a select few I love are The Tim Ferriss Show, Doctor’s Pharmacy, Broken Brain, Mindbodygreen, and Impact Theory.
Dalia, Presently: Communities like Halo Incubator, Inc’s Solopreneur, and my LinkedIn network have been incredibly helpful as a founder during this time. We’re all in unprecedented waters and are being forced to adapt to a new normal – being able to learn alongside and lean on other entrepreneurs has been an invaluable part of getting through all the changes!
How different will your business look post-covid?
Sonali, Petminded: Travel is unlikely to bounce back until 2021, so COVID-19 has created an impetus to diversify our revenue streams early on in the startup journey. We are pivoting to a community model where travel planning, online events and in-person experiences (such as Dog Restaurant Week) are included as part of an annual membership. In a way, COVID-19 has forced us to think on a larger scale and I am excited to see how this bigger vision unfolds.
Alli, Zigii: If COVID-19 has taught us anything, it’s how diverse the Zigii business model is. With talk of remote work being more permanent, we want to continue pursuing corporate partnerships. However, I'd also love to expand our marketplace with our bundles in retail stores in the near future. This really will broaden the scope of how we can provide even more value and connect epic brands to new customers.
Dalia, Presently: In our case, I think a lot more will remain the same, rather than change, post-covid. For example, the way we approach our partnership strategy will likely continue to be focused on engaging more small- to medium-sized businesses to both help SMBs weather the storm and add value to our users. I also hope that our users will continue their Presently-inspired habit of pooling gifts rather than creating waste around individual presents now that social distancing has enabled them to celebrate special occasions differently!
What are ways you are supporting other women-owned small businesses?
Sonali, Petminded: We offer a mix of free and paid virtual events. This allows us to pay our event hosts (90% of whom are women-founded and BIPOC-owned pet businesses) and also ensures that we remain accessible to a diverse audience. We also feature local pet-friendly restaurants that are offering takeout and delivery options in our newsletters.
Alli, Zigii: Being both a small brand and women-founded, we believe we all rise together. Zigii works with over 20 women-founded companies, and includes them in both our curated bundles and on our marketplace.
Dalia, Presently: One part of our coronavirus response has been publishing group gift ideas that support small businesses ranging from local artisans to experiences — encouraging our users to shop local and spend consciously rather than default to Amazon. We’re also covering credit card fees through the year-end for any group gift that supports a Black-owned business, of which we’ve spotlighted many incredible Black women founders including another founder in my Halo cohort.
What have you been spending most of your time doing during this social distancing period?
Sonali, Petminded: Working on Petminded, game nights with friends and family, and spending time with my husband and dog.
Alli, Zigii: Minimalizing, and intentionally refilling my time. This period has been a blessing and a teacher in so many ways, and has really allowed me to step into my creative energy with projects both inside and outside of Zigii. I’ve been building an amazing team, developing new skills, and connecting with amazing humans in my network. I like to call these individuals my “thought partners” and have had many discussions about how we collectively can have the most positive impact on the world during this time and come out on the other side of this stronger and better, both personally and professionally.
Dalia, Presently: On a personal note, I’ve been playing a lot more guitar and piano after about a 10-year hiatus, singing more than ever, and focusing on self-care. I’ve also been spending a lot of time ‘dating’... for a CTO for our company!
What are some ways people can support your business?
Sonali, Petminded: Sign up for our newsletter, help us get the word out regarding our upcoming events, and connect us with sponsors for our free events.
Alli, Zigii: Spread the word and share the love! The best way to support Zigii is to follow us on Instagram and subscribe to our newsletter. Our goal is to build a thriving wellness community online, and we want everyone reading this to be a part of it :). You can also support Zigii by shopping our marketplace for all of your favorite wellness brands. (P.S. if you shop with us, all our customers get special discounted pricing).
Dalia, Presently: Give Presently a whirl! Organize a group gift on Presently to celebrate someone you love, and give us feedback along the way. Stay connected via our newsletter, Instagram, and Facebook. Finally, help us connect with brands that may want to partner up on an upcoming campaign.
COVID-19's impact on small businesses cuts across all boundaries. For instance, Hello Alice's report titled "The Impact of COVID-19 on LGBTQ+ Businesses" shares findings compiled from over 5,000 LGBTQ+ businesses. If you're a small business affected by COVID-19, Hello Alice is offering exclusive mentorship opportunities and grants of up to $50,000 to support long-term business growth. Business owners impacted by the pandemic can apply for the general Business for All program here.