Many books on startups and business talk about how there are right and wrong reasons for starting a business. So, we asked a handful of successful founders about their reasons and the thought-process behind starting their business.

Natalie Erikson

Funny enough, I think I was always meant to be a business owner, but I didn’t realize it until I got frustrated working a 9-5. When I was a kid, I was always starting little businesses from lemonade stands, to selling hand sewn bags, and even selling “magic beans” door to door (people bought them by the way). Nobody in my family had ever started a business or even graduated college so I didn’t think entrepreneurship was an option for me.  Read More>>

Rob Wilson

After 25 years in the corporate hospitality predominately with The Ritz Carlton and Montage Resorts my wife and I felt that it was time to do our own restaurant concept in the town I grew up in. We have strong ties to the local Dana Point area and we felt that we could offer a dining/service experience that would be elevated. Not Fine dining but elevated cuisine, cocktails, wine and service. We believe we have done so and continue to learn and grow. Read More>>

Tiffany Briggs

I decided to start my business because I felt there was a lack of community in the fitness world and I wanted to bring it back. After covid a lot of people craved community and in person classes. Something I had loved and missed teaching. Most of the studios in our area closed down and I felt like everyone was working out at home or on their own. I started seeing reformer and lagree studios opening up everywhere but not mat Pilates. I felt like mat Pilates was such a lost art and after teaching it for so long I thought I’d give it a shot and I decided to open a boutique mat Pilates studio. Read More>>

Leon Lu

The thought process behind starting my own business was driven by a passion for sharing something meaningful with my community. I wanted to provide more awareness of a delicious yet underrepresented cuisine—Taiwanese food. It’s a cuisine rich in flavor and tradition, and I felt there was a real opportunity to introduce more people to its unique offerings. Beyond just the food, I wanted to provide it at a great value while making it accessible without compromising on quality. Read More>>

Vané Gutierrez

I’ve always been the, “friend with the camera.” After years of encouragement from friends to take photos professionally, I finally believed them. I had my magical, “Si se puede,” moment of clarity and confidence. I got out of my own way, and started learning what it would take to start my own business. I wish I had kicked imposter syndrome to the curb earlier. Worried less about whether or not someone would hire me, or that wasn’t “official” enough; the only thing stopping me was me. Now, here I am, fully embracing this path. I’m a photographer with my camera in hand, heart on on my sleeve, ready to document life moments. Read More>>

Rodrigo Espinosa

I started Two Legs Bad to fill the void left behind by San Diego’s former music media hubs. Spaces that would shine a spotlight on the city’s shadowy corners of arts and culture. I grew up on FoxRox and later worked for SoundDiego, and while Two Legs Bad has a more curated, less corporate vibe, I sort of wanted to pick up where they left off in terms of visually documenting this shadow world. Read More>>

Pagna Ouch

As a mom of two, I just wanted something that worked with my life, not against it. I needed flexibility but also wanted to do something that felt like me. I’ve always loved creating—whether it’s sharing skincare or making food for my family—so I figured, why not build something around that? That’s how Pagnapores and emPagñada came to life. I wanted to show up for my kids, but also for myself—and this was my way of doing both. Read More>>

Azzama Bochenkova

The idea of turning something I enjoy into a business has been with me since college. Even as a business major, I was always drawn to creative work, especially photography and fashion, and curious about how to build something of my own.

As I spent several years in corporate recruiting, gaining valuable structure and independence, I often felt disconnected from the kind of work that excited me. I kept creating on the side – shooting portraits, learning styling, and investing in courses to build my visual and creative skills. Read More>> 

Lizette De Leon

Starting my own business wasn’t just a career move, it was a calling. I’ve always had a passion for aesthetics and a deep love for helping people feel confident in their own skin. After years of working in the industry and learning from some of the best, I realized I wanted to create something of my own, something that reflected both my personal values and the kind of care I believe every patient deserves. Read More>>