A Brazilian entrepreneur pointed out some tips to get started on the online business world.
In a scenario of financial and employment instability, the growth of the e-commerce sector is being observed. Isabella Mota, owner of Oh Kali (@ohkalishop)- a very successful Brazilian online business that sells beachwear -, shared a little about her experience in the field and how to make the best out of your online business.
Behind the brand
Isabella Mota was born in São Sebastião, on the north coast of São Paulo, Brazil. She moved to São Paulo capital in 2015, when she started taking the public relations course at Faculdade Cásper Líbero. Seeing her parents’ difficulties to get her studying and living in another city, she wanted to do something to help them financially.
So, inspired by Letícia Vaz, owner of LV Store (@lvstore) – a huge online business which sells clothes -, she wanted to start a brand of her own too. Mota decided to sell bikinis, because it was something that expressed her.
“Today Oh Kali for me is my life, my child. I don’t know what my life would be without it. It is very difficult but at the same time it is very rewarding”, said.
Isabella emphasizes that her course and the interaction with college students helped a lot knowing about technical and bureaucratic issues. The college also helped her to create the brand itself – with the name, color and website definitions – because she was able to apply what she was learning in classes directly to her brand.
Business
Isabella affirms that in an online business, it’s essential to know the target audience, to deliver the content for the public the best way possible. Isabella also thinks it is fundamental to humanize the brand. “People expect this a lot”, pointed out.
She explained that people want to see the person behind the brand, its difficulties, and other aspects that make up the business, such as the choices of fabric and how the pieces are made. “I humanized my brand so much that according to the steps we take, I see how my clients are happy”, shared.
The entrepreneur pointed out that she made some partnerships with influencers and paid advertising. She believes that partnering with an influencer today serves more as an investment in branding.
For Mota, having a website is also essential to an online business, although she recognizes it can vary from each brand. Isabella emphasizes that having a nice website, with nice photos and specifications makes the research of the client easier, and that’s interesting. She also warns that deciding the best platform to invest must be difficult, and pass by a matter of trial and error, until it’s 100% defined.
Relationship with the client
The entrepreneur shared that linking your personal account in the brand‘s Instagram biography is essential to humanize the brand. That’s also good for the public to see who is the person behind the brand. She also pointed out that the relationship with the customers has to be a two-way street.
Oh Kali was one of the first Brazilian brands to use photos of non-standard models, and this outstanding mark combined with the humanization results in a very good relationship with customers. That way, customers may recommend the brand to other people due to the good experience they had.
Know your own values
“I know that other brands can buy the same fabric, but it won’t deliver like Oh Kali, and won’t send the way Oh Kali sends”, Mota said.
Isabella pointed that when you win a customer, your purpose and value is what will make them stay. And that’s why you should know your own values and not compare your brand with others.
Courage, resilience and patience
Those three words are what Isabella Mota affirms that’s needed to make the best out of your online business. Courage to take risks, resilience because you don’t know how the next day is going to be, and patience to wait and to fight for it to happen.
The article above was edited by Nicole Leslie.
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