Nathania Anderson at the 2021 Startup MHK pitch competition, accepting the People’s Choice award
Starting a new business is a continuous learning process, and Nathania Anderson, Junction City-based founder of Winks by Thanie, embraces that mindset and uses it to her advantage. Her e-commerce beauty brand offering affordable, luxury, cruelty-free lashes, has grown exponentially since her business launch 18 months ago. 2021 was a busy year for Nathania. She won the finale pitch competition at the end of her entrepreneur course, Entrepreneur Business Basics, and proceeded to win $5000 as the People’s Choice Winner at Startup MHK in October.
With all the momentum of her growing business and pitch award funds, as well as her community support system through Black Entrepreneurs of the Flint Hills and other resources, she started 2022 strong by expanding her product line. She attributes her growth, in part, to her willingness to listen, learn and implement good ideas from others. “In February 2022, we added magnetic lashes and a vibrant color collection. We are keeping up with key trends, which are constantly evolving, and we continue to work on offering a product that continues to be luxury and affordable. A lot of research goes into that, seeing trends and learning from my customer.”
In Spring 2022, she implemented another idea learned from listening to others when presenting her business at 1 Million Cups. One of the attendees shared with Nathania that she could grow her revenue if she shifted from selling individual products as her primary source of revenue and instead focused on selling products in bulk. “Since then, we focused on selling to dance companies in Missouri and North Carolina. I provide them with a box that gets their team through fifty seasonal events. I see potential to continue adding large clients for bulk ordering and support as we expand into beauty consulting for wholesale,” says Thanie.
Nathania with an inspired event attendee.
As Winks by Thanie shifts focus to selling in bulk, she is also expanding brand reach by participating in regional events. “We are doing larger vendor events, including one in Kansas City, which created enormous opportunities, including gaining more clients and radio interviews,” says Nathania. “We had a team at the event, and we had customers at our booth nonstop the entire time we were open. The revenue was beyond what we expected, and we see a lot of opportunities with events like this.”
Nathania reflects on other support that helped her get where she is today in her business. “Startup MHK funding allowed me to get legal assistance for contracts, and I was able to work with Adrienne Meyer for 12 weeks, and she helped me think through my brand and how to communicate with my business,” says Nathania.
Through her work with Adrienne, Nathania discovered finding that her brand’s ideal client is crucial, especially in the retail industry. She also credited her work with Adrienne in giving her clarity and determination to obtain her target client. With the last 18 months of entrepreneurship experience and education, she advises other new entrepreneurs: “Being an entrepreneur is not just about taking risks, it’s about taking calculated risks. You must prepare.” She adds, “Positivity is so important, even when life happens, and you have to take a break.” Nathania acknowledges she has had to use her own advice and become more realistic about the expectations she had for herself and for her business.
Throughout the launch and expansion of Winks by Thanie, Nathania has gotten plenty of practice facing the ever-evolving challenges of entrepreneurship. As with any new business, she said she felt the original growing pains of not knowing where to start, but as she found those answers and grew, she is facing new challenges, which she also welcomes. “I’m learning that a product that worked in one season won’t work for the next,” says Nathania. But she expects to continue to adapt, learn and implement the good ideas she receives from customers, fellow entrepreneurs and others in her life.
Learn more about Winks by Thanie by following them on Facebook, or check out their luxury, affordable lash line on their website.
Want to take the opportunity to win award funds to launch or grow your business? Consider pitching your business in Startup MHK’s 6th annual pitch competition, scheduled for Saturday, November 12. Learn more and sign up here.
