Each month, Built in Los Angeles features some of the key players in Los Angeles' burgeoning tech space and the women who are making it all happen. We'll ask these founders, strategists, developers and innovators what drives them forward, their secrets to success, and what advice they have for the next generation of female entrepreneurs.
Alisa Gould-Simon
Co-Founder | Pose
Fashion journalist turns entrepreneur, Alisa was driven to expand her horizon by the crash of the stock market. The result was a mobile society for two essential things in every woman's life: fashion and beauty.
[ibimage==28652==Original==none==self==ibimage_align-left]WHAT DO YOU DO?
I am the Co-Founder and VP of partnerships & Creative at Pose, the largest mobile community for fashion and beauty with over 2 Million registered users.
HOW DID YOU BECOME AN ENTREPRENEUR?
I teamed up with Pose's CEO, Dustin Rosen, 3 years ago next month. Before that I was a journalist primarily focused on fashion. I was published in the New York Times, the Guardian, and the Wall Street Journal among other titles, but once the economy crashed I started diversifying my focus. I began working on brand consulting and digital strategy for a few boutique brands and planned on pursuing that full-time before I serendipitously met Dusting through my boyfriend, who is also in tech in LA. Dustin and my respective interests in fashion and retail and the mobile space were well aligned and within two weeks of having met we started working together.
WHAT'S THE BEST ADVICE YOU'VE EVER RECEIVED?
Go where you can make the biggest impact. Do your due diligence and seek out references with regard to both employees AND employers.
WHAT IS YOUR BIGGEST CHALLENGE ON A DAILY BASIS?
Prioritizing. We're a lean start-up so staying focused on a few key tasks and undestanding which are the most important that day, week or month is critical to our success.
WHAT'S YOUR SECRET WEAPON?
A phenomenally talented team across the board - marketing, community management, engineering, production and desing. They're all rock starts and they inspire me every day.
WHAT'S YOUR FAVORITE INDULGENCE?
Window shopping (or indulging in the real deal) while taking my dog Howard, who comes to work every day with me, for a stroll around the block. It's a great way to clear my head but also helpful as it allows me to keep an eye on the ways in which stores are merchandising their products, as well as messaging, re-engagement tactics and in-store activations.
WHAT WAS YOUR FIRST JOB?
My first job in fashion was at a boutique in NYC (and now LA as well) called UNIS. I was a sophomore at New York University and it gave me incredible insight into what it takes to kee a fledgling, independent fashion brand afloat let alone profitable. Before graduating high school in Virginia, I worked as a waitress at a Middle Eastern restaurant for tips and bottomless plates of pita and hummus.
DO YOU HAVE ANY ADVICE FOR YOUNGER WOMEN?
Celebrate your strenghts and never second guess them. Surround yourself with women and men that support your growth and those that will help you maximize your potential. Forget about everyone else. They're a distraction that you don't need. When negotiating salary, equity or otherwise, always as for more. Know your market value and don't settle for less. Lastly, seek out mentors from an early age and never stop.
Connect with Amanda on Twitter at @alisagouldsimon.
