Lauren Yates is the Founder of the Ponytail Journal, an online diary exploring the good things in life—focusing on style, food and travel.
A former model and art show curator, Lauren made the decision to start Ponytail Journal in 2013 because she felt there was a gap in the fast-growing online publishing market. She wanted to let others experience what the Universe has to offer, and spread the ever-changing meaning of goodness.
Through her passion for adventure, Lauren lives by her ‘funnest life possible’ slogan. This is the running theme of Ponytail Journal.
Capturing the market
Lauren began her entrepreneurial journey with determination and passion, setting herself guidelines when it came to branding, content, quality and frequency.
“Starting my blog sure didn’t mean I quit my day job. The challenge was in finding strength and perseverance to build something strong enough to stand on its own feet,” Lauren shared.
In the beginning, she had to find that sweet spot balancing time, money, and growth, which required a lot of focus and determination.
She believes that the most difficult aspect of doing business is the unexpected. “The first thing you should always be clear about is your end goal,” says Lauren. “You can’t do everything perfectly, so think about recruiting people who are passionate and experienced in a field that isn’t your strongest point. It will free up time and brain space that will allow for growth and development in your business.”
Channelling the power of brands and the Internet
Lauren says she is truly inspired by the Internet. Since starting Ponytail Journal she has managed to reach a global readership base, and worked with some high profile international brands including Vogue Australia, Nigel Cabourn, SK-II, Georg Jensen, Country Road, Oscar Wylee, Beams and Singha.
For Lauren, Facebook is a great tool for maintaining strong relationships with people. “This has been my bread and butter in getting great collaboration work.” Instagram is another strong platform for Lauren allowing her to communicate the brand’s message to a huge online community on a daily basis.
Success is a two-way street
Lauren advises new business owners to never bring their personal lives, including emotions, into their working life.
She strongly believes that surrounding yourself with good energy is the best motivator for any entrepreneur. Crediting the people around her with helping her succeed, she adds, “Treat people well, never forget that they are the reason for your success, and be humble.”
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