Jenny Woo, a Harvard-trained educator, EQ researcher, and CEO of Mind Brain Emotion, was a full-time graduate student and worked part-time as a course designer at the university in 2018. Motivated by a class project and personal challenges, Woo started a side hustle selling card games on Amazon to develop human skills such as emotional intelligence and critical thinking.
This side hustle sustained Woo throughout the next five years while completing her Ph.D. Initially lacking business knowledge, Woo now boasts five income streams.
Woo engages in various activities, including speaking at schools and businesses, teaching an online course on EQ, lecturing at the University of California Irvine, providing freelance business consulting, and selling Mind Brain Emotion card games through her website and Amazon, generating $142,000 per month from the Amazon business alone.
When advising aspiring entrepreneurs on crafting side hustles tailored to their schedules and lifestyles, Woo cautions against three common mistakes:
1. Avoid Overcomplicating Your Product
When beginning the side hustle, Woo experienced a major imposter syndrome. To counteract this doubt, she researched and developed elaborate product features, such as incorporating augmented reality elements into the cards. However, this approach only confused users, increased workload, and diluted the existing offerings.
Having launched numerous products and listened to countless pitches from aspiring entrepreneurs, Woo's top advice is to resist the temptation to overcomplicate things. Doing so not only slows down progress but also unnecessarily inflates costs.
Woo emphasizes that success lies not in adding more features but in understanding the core value of one's brand. Therefore, before embarking on any side hustle, Woo advises asking two crucial questions:
- What fundamental need does my product or service address?
- What's the most straightforward path to fulfilling that need?
Once launched, Woo recommends using real-world feedback as a compass for iteration and evolution based on actual customer needs rather than assumptions. A straightforward solution can stand out amidst a cluttered landscape of choices.
2. Refrain from Settling for Subpar Service Even When On Budget
For side hustlers, collaborating with others who share their mindset can be a smart way to save money and expand their business. However, it is essential to recognize that if a collaborator is also evolving, unpredictable service can occur.
Last year, Woo decided to part ways with a social media manager and an SEO vendor, who were solo entrepreneurs aiming to transition their side gigs into agencies. As they expanded, they delegated Woo's business to newer hires with minimal experience in his industry.
While Woo believes in giving people opportunities to learn and grow, she ultimately did not receive the promised attention and priority. His experience with the SEO vendor was particularly concerning, which left her dissatisfied and impacted her earnings for the year. November, typically her peak month, saw a significant decline of 55% compared to her best month in 2023.
Reflecting on this, Woo emphasizes the importance of being diligent when hiring collaborators. If something no longer serves your interests, Woo advises you not to hesitate to make a change.
3. Avoid Relying Solely on Networking to Progress Your Idea
As a solo entrepreneur, Woo sought clarity and guidance, which led her to apply for and be accepted into incubators at Harvard, UC Irvine, and USC. While these opportunities provided access to top executives and advisors, the meetings often left her feeling confused and overwhelmed. Despite their good intentions, many advisors projected their ambitions and mistakes onto her.
Woo advises to listen carefully to skepticism and feedback in such meetings but not to be swayed by every idea presented. Woo learned that relying too much on external validation diluted her vision and impeded her progress. Ultimately, while a veteran perspective can offer insight, the responsibility to act and discern through advice lies solely with the entrepreneur. Trusting one's judgment and recognizing that the journey is personal are crucial.
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