Empowering Dutch Female Entrepreneurs: Ayanna Colden’s Transformative Exploration of the LA Market.

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Introduction

My name is Ayanna Colden, and I am the CEO and Co-founder of Aroma, a 100% natural skincare line. Our mission at Aroma is to ensure that every woman feels so radiant and confident that skincare becomes her new make-up.

Aroma is a mother-daughter venture inspired by my mother, the DIY queen, who always taught me that if you can’t find what you want, make it. Over a decade ago, I discovered that my dry skin issues were caused by the products that were supposed to moisturize it. This led us to develop a unique formula of natural oils that creates a hydrated environment crucial for the skin to heal itself, delivering results for all skin types, tones, and ages.

I recently participated in the Rabobank x FEM-START funding training, which was my first experience preparing a pitch for my company. After the training, I learned about the LA exchange opportunity through Marian Spier on LinkedIn. It felt meant-to-be, as I already had a flight booked to the US for those exact dates, albeit to a different state. When the airline changed my flight, allowing me to adjust my plans for free, I took it as a sign to go to LA. Once the trip was confirmed, I contacted Marian, who provided thorough 1:1 feedback on my pitch in preparation for the exchange. After this, she invited me to log my experience and share it with the FEM-START community. 

You’ll find the recap of my experience below.

LA Exchange

This trip to Los Angeles was a testament to the power of collaboration and the generosity of the people we met. The experience, meticulously organized by the Netherlands Business Support Office (NBSO) and the Netherlands Enterprise Agency (RVO), was nothing short of five-star. From the delicious food to the premium locations and top-industry mentors, every detail was tailored to meet our specific business needs.

Matt Lara Photography-0485

Day 1: Think Bigger & Share Your Dreams

Activities:

  • NBSO Panel and Speed Dates: We met local female LA Dutch entrepreneurs from various businesses.
  • Monks Office Visit: We learned how they expanded to LA.
  • Mike TeeVee Office Visit: We heard the story of how Ellen Utrecht moved her family to LA and scaled her business from the Netherlands to LA, London, and Berlin.

 

Key Takeaways:

  • Think Bigger & Share Your Dreams: The Dutch saying: “Doe maar normaal dan doe je al gek genoeg” (just act normal, that’s crazy enough) doesn’t apply here. In the US, with its 333 million people compared to Holland’s 18 million, no dream is too big. Staying humble doesn’t mean staying small. Share your wildest, most audacious vision, and the right people will come into your path. Your storytelling matters.
  • The Law of Reciprocity: Relationship building is key in LA. Everyone has gotten somewhere thanks to someone giving them a break. The “pay it forward” approach is common, with people generously sharing their networks and brainstorming with you, no matter how “non-relevant” the connection may seem.
  • Cultural Courtesy: Politeness over directness, feedback sandwiches, and the importance of listening over giving opinions are crucial cultural nuances.
Day 2: Your Story Matters

Activities:

  • Cooley Seminar: We were welcomed with delicious catering, including my personal favorite, red velvet cheesecake from The Cheesecake Factory. The seminar covered essential topics for starting a business in the US, with experts on hand for employment laws, trademarking, and more. Rachael Kim from Femtech Innovations hosted our daily seminars and pitch practice sessions.
  • Branding Workshop: Krista Treide led a hands-on session using post-its to work through the first four P’s of branding for our individual businesses. This resulted in Aroma’s beautiful one-liner: “For every woman to feel so confident and radiant that skincare becomes her new make-up.”
  • Visit to Thirteen Lune: We met the founder, Nyakio, and Patricia De Leon of PDL Cosmetics. They shared their personal and brand stories, highlighting the importance of diversity and community in their business models. The camaraderie among the entrepreneurs was evident when everyone pointed at me during the Q&A session to give Aroma the floor, a moment that nearly brought me to tears with gratitude.

 

Key Takeaways:

  • Understanding the US Business Landscape: Cooley, a renowned corporate law office that handles some of the Kardashian’s businesses, provided insights into starting a company in the US, specifically in California. From employment laws to trademarking, experts were available to answer our direct business questions.
  • Branding Essentials: Chief Brand Officer Krista Treide guided us through the P’s of branding: Purpose, Promise, Personality, Principles, People, Product, and Plan. This hands-on session helped us refine our brand messages.
  • The Power of Storytelling: Visiting Thirteen Lune and hearing from founders like Nyakio and Patricia De Leon emphasized the importance of the story behind the brand and its impact.
Matt Lara Photography-0485

Day 3: Building Physical Presence

Activities:

  • Showroom Visits: We visited the Moooi and Senso showrooms right before their opening, exploring opportunities to work with other brands to create a physical presence in LA.
  • Snapchat Visit: We practiced our 1-minute pitch, which went much better than the day before. We attended a panel talk with female entrepreneurs about their experiences running LA-based businesses and their struggles. Reinout Oerlemans also joined us to share his perspective on moving his business and family to LA.

 

Key Takeaways:

  • Pitch Practice: Practicing our 1-minute pitch at Snapchat helped refine our delivery and boosted our confidence.
  • Insights from Female Entrepreneurs: A panel talk with female entrepreneurs provided valuable insights into running LA-based businesses and overcoming challenges.
  • Understanding Retail Complexities: A round table discussion on consumer goods highlighted the complexities of selling to major retailers like Target and Walmart, emphasizing the importance of starting small and learning from boutique shops.
  • Mentorship and Social Approval: 1:1 mentoring sessions underscored the importance of social approval through reviews, personal branding in social media, and storytelling to differentiate our businesses. Val Emanuel, my 1:1 mentor, put in the work of background checking my company and provided tailored feedback based on her findings.

This trip was an incredible opportunity to see firsthand the collaborative spirit of LA’s business community. The willingness of people to share their networks and genuinely help others was inspiring. The meticulous organization by NBSO and RVO ensured that every aspect of our journey was enriching and tailored to our needs. It was a truly unforgettable experience that has left us motivated and ready to take on new challenges.

I can only recommend that more female entrepreneurs go on these trade missions, and I will personally be investigating when I can go again.

If you want to know more about Ayanna and her company AROMA Click here!

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