Deciding to start a business is an unusual decision. It’s often considered irrational and yet for many it’s the best decision they’ve ever made. So we asked folks to think back to when they were starting their businesses and to tell us about their decision making process.

Smita Patel

I started my coaching journey with a simple idea and vision to help women secure their retirement and build generational wealth while working their 9-5 jobs. Life is unpredictable and taking steps to secure your retirement funds is so important. I am a first-generation immigrant and the first person in my family to do a white-collar job. I was not aware of 401k and Investment or retirement planning. My parents knew nothing about how investment worked in the United States of America. Read more>>  

Lisa Gates | CEO/Founder of Concierge 4 B2B a business concierge services organization

I was hustling in corporate, but needed something more. For the past 30+ years, I’ve worked in corporate, and always had a business on the side. In 2019, I sold my fresh flower company, A Dancing Flower, to my good friend, Julie, who still runs that business today. But after 2019, I didn’t have my hands in any other business opportunities. Concierge 4 B2B (originally named East Valley Concierge) was founded in 2021 as a business concierge service helping other companies.  Read more>>

Dilyn Gonzales | Owner of Dilly’s Ice Cream

Starting Dilly’s Ice Cream was driven by a combination of passion, opportunity, and a desire to bring joy to the community. Here’s a bit more detail on the thought process: Passion for Ice Cream and Community: I’ve always had a love for ice cream and the way it brings people together. It’s more than just a treat; it’s a source of happiness and nostalgia for many. Identifying a Niche Market: San Diego has beautiful weather year-round, making it an ideal location for a mobile ice cream business. I noticed that while there were plenty of ice cream shops, the mobile aspect was underrepresented. Flexibility and Mobility: Read more>>

Cristina García | Bottle Artist

My thought process in the beginning was very hesitant. Would i have enough clientele to keep my business going? Would my work be noticed at all? Anyone that has a business can tell you that in the beginning it’s never the easiest. Through time and hard work my thought process changed. Bottle after bottle i noticed my growth in my work. I became confident in what i love to do, my artwork speaks for it self. Read more>>

Jen Gutierrez | Student of Herbalism

To be honest I was trying to figure out a way to bring in money after a medical scare. I no longer wanted to do a desk job. It took one video on homestead living and I was hooked. I was learning how to get rid of the toxins in my life and my home. Which lead me to workshops about herbalism. Read more>>

Krystin Watson | Stay At Home Mom & Entrepreneur

Thought process implies this was planned from the beginning, and that couldn’t be further from the truth. This started as an experiment, with the goal of making high quality lotion for myself. So, I put my gloves on and got to work rendering my tallow over 3 days to make it as pure as possible. At the end of those 3 days I discovered a fantastic face cream that my skin absolutely loved. Naturally, I posted a picture on social media of it. In doing so, I discovered a need. The more research I did the more I discovered people LOVE tallow for skincare for it’s dense nutrients and natural vitamins. Read more>>

Susi Vine | Stress Transformation Coach, Happified podcast Host

3x Less Stress grew out of my mission to help more people feel empowered in their health and happiness. In my previous career supporting senior clients, I could see how lifestyle choices added up to limit options later in life after chronic disease took hold. As the daughter of a night shift nurse, I have also seen how chronic stress impacts not only physical health but mental health and relationships with those you love the most. I’ve seen statistics stating that anywhere from 50 to 80% of primary care doctor visits arise from stress related concerns, which is shocking but shows us that there is a lot that we can do to reclaim our health. Read more>>

Melody Tobias | Co-Founder and Energy Practitioner at We Are Sacred Roots

Our journey began about seven years ago when my family and I started crafting handmade natural skincare items for our friends and family. The positive feedback and word of mouth were significant motivators, highlighting the potential for our products to appeal to a broader audience. We gradually expanded our reach by participating in farmers’ markets and swap meets across Orange County. This allowed us to connect directly with customers who appreciated our products and our stories. The personal interactions reinforced our belief in the value and uniqueness of what we offered. Read more>>