I re-launched my business after 7 year hiatus

Irene Kinuthia, 50 years old, married with 8 kids, CEO of Dynamic Woman, helps women manage their internal landscape – feeling inadequate, unworthy, or decrepit– to achieve their dreams.

The idea: I was working as a trainer and noticed that company policies did not support the needs of women so they could work to their full potential. So in 2009 I ran the first session but had to shelve the idea because the training job was creating a conflict of interest.

Also my family was younger so between that full time job and kids there was only so much could do. But, last year I was able to start over again, as an online coaching program (Dynamic Woman Facebook page, website and WhatsApp group) because my job only required one aspect of me yet I had so much more to offer.

I also wanted to reach out to other women who will never get a chance to be coached because they cannot afford or do not have time. Furthermore, I do not have that much time to coach women face to face, so, I decided use technology to have the conversation.

What happened next: I discovered people do business with people they already know. I thought I had a fantastic product and everybody would want it. But realized for people to trust the product they have to trust the source. So that was a hard lesson. In addition, I had to grasp that cheap is not necessarily popular the fact that I offer the coaching at a low price, to reach more people, does not mean people will buy it. As a result, getting the first client was hard because people want to know you have experience and someone to refer before beginning the sessions. I did not have that. So I had to give free sessions to people who could then tell the success stories.

Also, I had to putting aside money to invest on the online platform. Finances are limited, so, feared, I could be investing in a dead end. I was hesitant to invest for three years – the standard time required to incubate a business - without it bringing money. Even if there was an initial burst it would go into a dip. So, I have opted to have an explorer mentality and take it a month at a time.

Running a startup: My family is one of my biggest supporters so I tell them whatever I am doing. My husband puts in time to find information that I need, he is also very encouraging. My older children, who are in university, are able to help me figure out the technology. They also help design the brochures, take pictures and edit videos for the online platform.

In fact when I started, they formed majority of the members online, so they could give me feedback. I strongly feel I am better placed to work with different personalities and understand uniqueness of individuals, because I am a mother of eight. I also have the knack to draw people out beyond their common branding, and I attribute that to my parenting experience.

Where I am now: I have had to be flexible and offer what the market demands, coaching in its pure form is a listening skill so by listening and asking, the person is able to processes their thoughts and comes up with a solution. But the market wanted to draw from my experience. I am also trying to put boundaries so focus on Dynamic Woman. I get offered cooperate consultancies, so locking those out to concentrate on one thing is a hard choice to make. It's tempting because there are many opportunities but I want to concentrate on Dynamic Woman so it can be self-sustaining.

Nevertheless, there are days wake up and feel I just want to be Irene. It's enticing to stay in a safe space. But, I get a lot of support from mentors I have selected to surround my life. Also, when I put the business out in the open, there were stakeholders who invested emotionally like my immediate family, relatives and even those initial clients whom I coached and were excited with the results. So during those moments, when feel like giving up, I realize I owe it to these people to keep at it.

My Tip: Happiness starts at childhood and has its peak at 30, then starts descending hitting rock bottom at 40, where one feels they need a change. This is a natural cycle and one needs to embrace it. Figure out and align your strengths, even within a job you dislike, so can reinvent yourself. When one identifies their strengths you realize there is something you can contribute and that can be a source of business. Business is offering a solution to people in an area of need which no one else can.

There is so much glory around people under 40 achieving things that one can actually feel that they have missed the bus – yet at this age one is able to make better judgments, is more credible to clients and have many unexplored networks like acquaintances, friends and even relatives.

Fact Box: Launched:April, 2009, re-launched online November, 2015

Start-up costs: Sh300,000, Continuous monthly costs for the online platform: Sh100,000

Turnover: Yet to break even

Resources put into the business: over 2,000 hours coaching experience, first Kenyan to get the Gallup Strengths Finder- International Psychometric test Website: www.dynamicwoman.net