Isha Verma - Getting the Right Idea at the Right Time Is Vital

Understanding the needs and likes of your customers has to be the number one factor in running a successful business, especially in the field where customer satisfaction is the primary goal.

1. Tell us more about your company and your journey.

I started my company in August. I have been a bullet journal enthusiast for quite some time. I had been struggling to find the right supplies in India. I used to live in Singapore previously, and quite frankly all you needed to do was walk to a stationary store or go online and grab your favourite products. I wanted to create the same thing in India. A "one-stop-shop for all your stationery needs".

The journey had an exciting start. One day out of the blue I decided that it was time because I was so frustrated on not finding a decent washi tape anywhere (all you get are those cheap paper tapes).

2. How did you come up with this idea and go about executing it?

I wanted to start small – “minimum risk minimum return”. But I am a stationery hoarder after all. Once I started, there was no looking back.

Initially, I had to settle for unbranded products since my company was new and no big multinational was willing to provide products. But in the past 3 months, my company has grown exponentially.

I have managed to bring Archer and Olive (one of the best bullet journal brands in the world), Carpe Diem Planners (you won’t find them in India), BGM Inc (they are famous for their high-quality washi tapes and stickers) and many more brands which are exclusive to our store (you won’t find them anywhere in India – trust me, I looked).

Recently, I managed to complete the deal with MIDORI (one of my dream companies), and I can’t wait to launch it on my website soon.

3. What has been your biggest challenge that you faced, and how did you overcome that?

Well, I guess bringing official BT21 merchandise to India was one of the biggest challenges I had to face. People had been regularly requesting me to get their merch, and I had to go about searching like crazy to be able to bring the best and most affordable products for them. Although they are pretty expensive, despite keeping them at the bare minimum price, they are still very high on the price range.

Eventually, I managed to get them from South Korea. But despite the considerable effort that it took to bring the products to India, the response that I received made it all totally worth it.

4. What do you think are the most essential qualities of a successful entrepreneur?

I believe I am at a very early stage of my business to call myself a “successful entrepreneur”.

As an unbiased third person, I would say the most essential quality is to not give up. Yes, getting the right idea at the right time is vital, and luck plays a very crucial role in success/ failure, but that does not mean that hard work and persistence can be ignored. Believing in oneself is another something that one should never forget.

5. What are some of the most important factors for running a successful business?

Understanding the needs and likes of your customers has to be the number one factor in running a successful business, especially in the field where customer satisfaction is the primary goal.

Along with that, I guess constantly revamping your website and bringing new and functional (something specific to my business) products is also essential. Regularly interacting with the customers and keeping them in the loop also helps.

6. What are your tips for the first time and aspiring entrepreneurs?

I guess believing in yourself, and your ideas are what the guiding principles should be for new and aspiring entrepreneurs. Do not stop believing in yourself and your ideas even if you hit a few roadblocks. And most important of all, do something you love.

What people say about doing something you love is absolutely true. Even after working for 12-15 hours a day, I do not even realise. It is definitely more like fun or plays rather than work for me, only and only because I am passionate about it.

7. How can one overcome a hurdle of lack of funds when starting up?

Well, I used my savings from my previous jobs to fund my company. Currently, it isn’t big enough that I might require external funding. So this is another question I don’t think I am the right person to answer.