Episode 49: Building a Vision, The Future of D2C E-Commerce, and Refining Your Target Audience with Michelle Choi, Founder of Bov Active
In this episode I’m sitting down with Michelle Choi who is the founder of Bov Active, a golf athleisure brand for women. Michelle is truly visionary. In talking to her I was so impressed with where her mind is at at such an early stage. You can tell that she’s got long term strategy and her vision for Bov is truly beautiful. This conversation was a pleasure.
She and I start chatting about her journey founding Bov. I was shocked to find out that she only quit her full time job A MONTH AGO. She’s gained so much experience since founding during the pandemic. We get deep on how she was able to refine and almost re-define her target audience early on through her experience doing pop-ups for early brand awareness.
Along the way she realized that she’s building way more than just a clothing brand. Her mission is to give women a platform to better themselves. I think she and I really align in this way because she too wants to support other women who are out there hustling for their dream lives. But simultaneously, this was a personal journey for Michelle.
She opens up about her experience balancing her full time job and Bov and why she waited until recently to take it full time. I think a lot of my other female listeners will relate to her struggle of trying to be everything for everyone and accepting that she was almost holding herself back with this mentality.
Later, we get to a fascinating conversation on the future of D2C e-commerce. I think this life path is many female entrepreneur’s dreams and her take on the future of the industry is one that I haven’t heard spoken about so clearly, and it’s one that I agree on.
You guys are in for truly a fascinating conversation with someone who I believe is doing something incredibly interesting with her brand. I’m so excited for Michelle on her journey and I’m thrilled that I got the opportunity to sit down with her and share it with all of you. I’m sure you’re going to geek out as hard as I did.
Also, be sure to listen all the way through for an exclusive discount code, just for you guys!
Here are the key takeaways from the episode:
Just because your product fills a gap doesn’t mean you don’t need to build community
When you have a product early stages, you make a lot of educated assumptions - but the more you talk to your community, the more you learn and refine
Pop ups are great for brand awareness in early D2C/e-commerce to showcase the value of your product and gather feedback
Pop up learning lessons: align your target audience, focus on community building not just with customers but with other founders
The future of e-commerce D2C
Early stage marketing strategies - social media pros and cons
How community is changing the marketing game
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Connect with Michelle:
Website: https://bovactive.com/
Bov's Instagram: https://www.instagram.com/bovactive/
Michelle’s Instagram: https://www.instagram.com/michellechoiii/
