The entrepreneurial journey can be a lonely one—so embrace it. It reminds me of my favorite scene from Game of Thrones, in the episode “Battle of the Bastards.” Jon Snow, alone on the battlefield, faces an army of thousands. He falls, gets up, and stands his ground as the enemy charges toward him. He doesn’t turn or run; he draws his sword and takes a warrior’s stance. Just as he prepares for what seems like certain death, his army arrives, charging in to fight by his side.
For me, this scene is all about commitment. It’s about trusting yourself and doing what needs to be done. As an entrepreneur, you’ll face moments when it feels like it’s just you against the world. Accept that no one is coming to save you. But here’s the magic: once you trust yourself and take action, your “army” will show up—partners, supporters, and opportunities will rally around you. That’s when you’re truly ready to start.
Step 1: Put Your Ideas into Action
Get It on Paper
Every great idea starts with a sketch—whether it’s fashion, accessories, or furniture. Putting pen to paper creates a tangible connection between your imagination and reality. For example, I’m helping a friend develop a patio furniture line. We began with technical illustrations of her idea for a chair, then moved to animations to show how it works. Writing and sketching your ideas helps you work through the kinks before moving to the next stage.
Create a Mood Board
Who is your customer? What do they care about, and how do you want them to feel when they interact with your brand? Mood boards are a must when creating any product. Pin images, textures, and concepts that capture your customer’s lifestyle. Here’s the truth: your product isn’t for everyone. When you deeply understand your ideal customer—your muse—you’ll naturally attract the right audience.
Step 2: Find the Right Maker
If you’re not making your products yourself, it’s time to source contractors or vendors. Start local if possible. Research online, visit facilities, and examine samples to ensure they meet your standards. When you’re ready, trade shows are invaluable for discovering vendors and networking with others in your industry.
Step 3: Get Your Samples Made
Understand Pricing
Costing can be tricky. Many assume that production costs determine the retail price. That’s true for jewelry but less so for clothing or homeware. Production costs decrease as you make more units, but you need to price your product based on what your market will pay.
Take Strawberry Milk Mob, for example. She knew her customers wanted bikinis under $125, so she worked backward to meet that target. Whether her production cost was $25 or $50, she adjusted accordingly. Pricing isn’t just about margins—it’s part of your brand identity.
Step 4: Have a Sales Strategy
If you don’t know how or where you’re going to sell, the rest is meaningless. Sales make up 95% of your business. Start by identifying your dream retailers—make a top 10 list—and compare your brand to theirs. What are their price points? Who is their customer? Your goal is to align with stores and brands that share your vision.
For direct-to-consumer (DTC) sales, know your audience. With digital marketing, you can target specific customer segments, but only if you’ve done the research to identify them. Again, this is where mood boards and market analysis come in handy.
Step 5: Set a Budget
Know how much you’re willing to invest in your business. Whether it’s $5k, $50k, or $500k, having a financial roadmap is critical. Overruns happen, and life throws curveballs. Be prepared to adapt. Money has a way of throwing us off balance, but when financial pressures mount, take a breath, draw your sword, and hold your ground. You will get through it.
Networking Tips: Build Your Army
Trade Shows
Trade shows are excellent for finding vendors, meeting collaborators, and getting inspired. There’s a show for every industry—seek them out and go!
Industry Events
Fashion weeks, museum galas, home décor expos—these events are rich with opportunities to network. Even if you don’t know anyone at first, being there puts you in the right circles.
The Power of Politeness
A little kindness goes a long way. A simple “please” or “thank you” can leave a lasting impression. Be professional, approachable, and memorable.
Your Warrior Stance
The entrepreneurial journey will test your grit, creativity, and resilience. In my Launch Your Line course, we cover everything from idea development to full branding, costing, and sales strategies. Students go from concept to launch-ready business in just four weeks. Recent success stories, like Vacation Molly, are proof that with a clear plan and the right mindset, you can thrive.
When challenges arise—and they will—remember Jon Snow. Take a breath, steady yourself, and draw your sword. Your “army” will arrive when you’ve committed to the fight. —Liza Deyrmenjian, Owner & Dean of The Cut Design Academy
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