Episode 202 | The Second Act: Selling Your Business and Coming Back for More with Cathryn Lavery

In this episode, I chat with Cathryn Lavery of Best Self Co about selling her company and repurchasing it, running a lean business, using AI, and so much more.

In this week’s episode we discuss:

[02:08] How Cathryn started Best Self Co and how the products have evolved

[04:22] How to differentiate your brand from others 

[05:56] Cathryn’s journey from Kickstarter to Shopify and Amazon

[07:26] How Cathryn plans to incorporate Amazon going forward

[08:37] Cathryn’s pricing strategy for Amazon versus the website

[11:05] Why Cathryn recommends skipping outside investors when starting your company 

[13:03] What made Cathryn decide to do a partnership instead of starting her business solo

[15:51] What Cathryn’s team currently looks like

[17:37] How Cathryn is using AI in her business

[20:37] The importance of evaluating expenses 

[22:28] How Cathryn finds high quality hires

[25:39] How Cathryn juggles motherhood and her business with ADHD

Connect with Cathryn:

Best Self Co: https://bestself.co/

Instagram: https://www.instagram.com/cathryn.lavery/

Little Might: https://www.littlemight.com/

About Cathryn: 

Cathryn Lavery is a serial entrepreneur, 2019 Inc 500 member, and the founder of BestSelf Co. After accepting a job as an architect in NYC, the company delayed Cathryn’s start date by 6 weeks, so she sold products on Shopify to make ends meet and continued after her full time job started. To organize her busy life, she designed a productivity journal that raised over $322,000 in 34 days on Kickstarter, and BestSelf Co was born. The company has expanded into a brand of carefully curated journals and conversation card decks designed to help you live the life you want. Endorsed by Shark Tank’s Daymond John, BestSelf Co won Shopify’s Build a Bigger Business competition, received mentorship from Tony Robbins, and sold over $45 million in product before being acquired in 2022. Cathryn just repurchased the company earlier this year and is looking forward to having a do-over and applying the lessons she’s learned over the years.

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