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Success Story Podcast

Doone Roisin – Founder & Host of the Female Startup Club Podcast | Empower & Advance Women-In-Progress

By April 19, 2022January 18th, 2023No Comments

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About The Guest

Doone Roisin is the founder and host of the popular podcast, Female Startup Club. As a digital marketing expert, Doone has worked for global brands such as Snapchat, IMG, and The Iconic — Australia’s largest online retailer. As an entrepreneur, she has launched her own companies, including a direct-to-consumer jewelry brand, Kincs, and the educational media company Female Startup Club. 

Having interviewed over 160+ or over 160 of the world’s most exciting (and successful!) female entrepreneurs in the last 12 months, she’s on a global mission to motivate, inspire and advance women-in-progress.

Talking Points

  • 00:00 — Intro
  • 03:05 — Doone Roisin’s origin story
  • 06:49 — Getting over imposter syndrome
  • 09:56 — Why did Doone start the Female Startup Club?
  • 22:09 — Choosing podcasting as a medium for your brand
  • 25:05 — Podcasting 101
  • 29:20 — Career pivot from tech to DTC
  • 34:35 — How to become a great marketer
  • 44:22 — Podcast growth tips
  • 51:36 — How to secure sponsors for your podcast
  • 57:46 — Where do people connect with Doone Roisin?
  • 58:53 — The biggest challenge in Doone Roisin’s career
  • 59:39 — Setting milestones for yourself
  • 1:02:42 — Doone Roisin’s mentor
  • 1:04:08 — Doone Roisin’s book or podcast recommendation
  • 1:07:25 — Doone Roisin’s advice to her 20-year-old self
  • 1:08:13 — What does success mean to Doone Roisin?

Show Links

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What is the Success Story Podcast?

On this podcast, you’ll find interviews, Q&A, keynote presentations & conversations on sales, marketing, business, startups, and entrepreneurship.

The podcast is hosted by entrepreneur, business executive, author, educator & speaker, Scott D. Clary.

Scott will discuss some of the lessons he’s learned over his own career, as well as have candid interviews with execs, celebrities, notable figures, and politicians. All who have achieved success through both wins and losses, to learn more about their life, their ideas, and insights.

He sits down with leaders and mentors and unpacks their stories to help pass those lessons on to others through both experiences and tactical strategies for business professionals, entrepreneurs, and everyone in between.









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Machine Generated Transcript


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Scott D Clary, Doone Roisin



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Scott D Clary  00:35

Welcome to success story, the most useful podcast in the world. I’m your host Scott D. Clary. The success story podcast is part of the HubSpot podcast network, as well as the blue wire Podcast Network. Now the HubSpot Podcast Network has incredible shows like The mahr tech podcast hosted by Benjamin Shapiro. The Mar tech podcast is all about maximum value in 30 minutes or less. The Mar tech podcast share stories from world class marketers who use technology to generate growth and achieve business and career success on your lunch break. If you like any of these topics, you’re going to love the martec podcast. Some of the topics are zeroing in on the ideal product price point. Identifying loyalty plays for smart marketers, finding the line between sales and marketing and SAS extending the lifetime value of your customer. If these are topics that are interesting to you, go check out the mahr tech podcast hosted by Ben Shapiro wherever you get your podcasts. Today, my guest is doing rose and she’s the founder, CEO and host of the female startup club. This is one of the fastest growing startup entrepreneurship podcasts also a part of the HubSpot podcast network now before the female startup club, she was a digital marketing expert for the majority of her career, she’s worked for global brands such as Snapchat, IMG and V iconic, which is Australia’s largest online retailer, as an entrepreneur, she’s launched her own companies previous to even the podcast and the startup female startup club community, including a direct to consumer jewelry brand kinks. And then most recently, of course, she’s built out this educational media company to female startup Club, which has grown from just a podcast into podcast community, she’s going to be launching a book, there’s a couple other things she’s working on, we’re gonna talk about in the show. On the show itself, she’s interviewed over 160 of the world’s most exciting and successful female entrepreneurs in just the past 12 months. So she’s grown this show quickly. So we’re gonna speak about some of the strategies that she used to launch and grow the show. Now it’s become her full time job. So hopefully, if you take a little bit of inspiration and insight from doing it’s going to be how to start something like this, and then you can actually turn it into something that can pay the bills. So what do we speak about? I spoke about her origin story, we spoke about imposter syndrome. We spoke about why she chose to build out the female startup club after being in tech after pivoting from tech to direct to consumer how she did that gracefully. Then ultimately, why she decided to build out a female startup club. We spoke about podcasting one on one, we spoke about marketing, a podcast growing a podcast using SEO first, for a podcast, we spoke about finding sponsors for your show from day one. So just a whole bunch of very tactical things. If you want to start a podcast, she’s done it quite successfully. And then she just has a ton of marketing spirits. She’s used and deployed to help her podcast grow. So let’s jump right into it. This is Doone Roisin and she’s the founder and CEO of the female startup club.


Doone Roisin  03:40

I always love to introduce myself by kind of going back to childhood because I think it plays a fundamental part of my story. I was raised by a single mom, and I’m gonna paint a bit of a picture for you. I was raised by a single mom, I’m her only child, we lived in the bush, which I think that’s more of an Australian term. But like for everyone else in the world, it’s like the middle of nowhere with trees everywhere. The Outback, I guess you would say in Australia.


Scott D Clary  04:05

I mean, it’s not not just an Australian term. People think you’re born in the forest or so.


Doone Roisin  04:10

My husband is like, you can’t say Bush, like no one knows what that means. And I’m like really? Sure. Like, I definitely know what it means. So who knows? Anyway, that’s what I go with. And so we lived in this like, tiny pocket of the world on the side of a mountain by a creek, 90 people ish in the area, like we’re talking pretty small, pretty isolated dirt road, no electricity. No, like town, water, outdoor toilet, all of it. And so we grew up in this really kind of like, unique way where we lived off the land. My mom was really poor. She didn’t have any money. So it was a you know, it was circumstantial. It wasn’t by necessarily choice. And so we had this very unique upbringing, which really kind of like was difficult, I would say it was more about survival than thriving, we ate our own veggies, we ate our own chickens, all that kind of good stuff. I was the only person in my grade for a couple of years at school. So the benefit to that is always being top of the class. And basically just, you know, had this weird lifestyle and a lot of my life, I feel like I was a bit embarrassed about that part of my story and a bit like, I had this weird feeling about it, because it seemed like I lived this way when other people didn’t live this way. And so as I kind of like, you know, got a bit older, my mom realized that we needed to really move to a small country town so that I could go to a bigger school and kind of get it right, get the proper education that I needed. So I went there, and I kind of like, didn’t really have a lot of, I don’t remember having any dreams, I don’t really have any aspirations from that time in my life. And then I’d gotten until around grade 10, when I was probably about 14. And my paternal grandparents, my dad’s grandparents had said to my mom, you know, if during would like to go away to a private school, we will give her that opportunity. And she can kind of have that further education and higher education. So this is kind of like one of those pivotal moments in my life where I was like, Oh, this is going to be really weird. You know, I’m going to Code School, I’m, you know, I don’t know about stuff. I don’t have any ambitions to travel, I don’t have any ambition. I don’t know what the word startup means or anything like that. But I will go and do this. And so what happens is, I have this moment in my life, where I see what education can do for you, and what wealth can do for you, because I was suddenly surrounded by, you know, a lot of people who were really different to me and had a really different upbringing. And this is where I kind of had this weird shame, you know, around like the way that I had been brought up to the way that these people had been brought up. But it also showed me what was possible. And then I started to, like, have all these big ambitions and I remember, like, when I was at school, I would have these big posters, like on my wall, where I’d rip out things from magazines, and like, stick them up on my, like vision board, I guess you would say and be like, oh, one day, I want to work for like a magazine. And I want to work in fashion. And like all these things that I just didn’t really have before. And so finish school started to kind of like, hustle, I guess to you know, find work. I was someone who needed to support myself. Yeah, something on


Scott D Clary  07:26

that one? Because you seem okay. So you had an incredibly interesting upbringing, obviously very different than myself or probably other people that go into like startup land. But you mentioned one point that was I thought was interesting. It’s like you had the biggest version of imposter syndrome, coming from like, such a different environment, going into this school. And then obviously, like, you know, fast forward very successful. But everybody gets impostor syndrome, but I don’t think everybody gets it to the same level that probably you had. And I’m making assumptions here. But correct me if I’m wrong, but I assume that the imposter syndrome was like, it was real, like it was difficult, completely changing not from being the one person in your class to, to, to being in like a in a regular private school system, where you’re around all these successful people. And you know, you’re opening your eyes of the opportunity. So you may be getting to this in a second. But walk me through, if you if you’re cognizant of how you did it, how you got over that impostor syndrome, so that you didn’t just stay in the shell?


Doone Roisin  08:29

Gosh, I don’t know. It was a weird time. Like, it was a weird time in life. And I feel like I you know, for the first six months, when I went to that school, I really struggled. It was really hard. I’d never been around all girls, I didn’t have any siblings. And this is an all girls private school with like, so many rules. And like I was just out of place, I would say, not in terms of like, the people surrounding me because I was welcomed into the school. And I made just so many lifelong, incredible friends with so many amazing women. But it was odd. I was definitely, I would say struggling but I don’t know, I guess when you’re in those weird positions, like you just gotta like, find your fate and kind of keep moving forward. So did that whole thing went to school started to feel like I could dream and have ambitions to and started to hustle. But I didn’t really have that kind of like, you know, support, I guess from my mom or anything like that. So I really needed to work to be able to, like, get places as so many people do. But I was also really aware of like, getting work experience because I was like, I’m a nobody. I don’t know anything about anything. I need to like get out there and do stuff. And this is where I kind of realized that I had this like hustle built into my body and like built into my jeans. And I know this comes from my mom and the upbringing that we had. But I was just like, eager to get any experience that I could to get to where I wanted to go. And so for me to be able to work in fashion. I was like, well, I need to like get experience. So I would just door knock on people’s door and be like, Can I get some experience? Or like, do you know someone that can help me get experience or I’ll do whatever it takes basically to. And we can go into some funny examples of things that I did to get jobs or, or to try and get people’s attention. But this is where I kind of started to realize, you know, that I had this part of my soul that had hustle in it. And it wasn’t until actually, should we should I tell you some stories? Do you want to hear some stories? Let’s


Scott D Clary  10:31

do stories. I love the hustle stories. I love the weird out of the box, figure it out. Hustle stories are always good. Let’s do it. So


Doone Roisin  10:38

okay. So to get some experience, I really wanted to work at a magazine, as I said, and in Brisbane, where I was at the time, there aren’t any magazines there, except for this one that was kind of like it might not even exist anymore. But it was part of the, like the newspaper style kind of imprint that would go inside. And so I was like, Okay, right, I need to like get the attention of someone there. They don’t have any positions. But surely that could make a position for someone who really wants one. So I went to my local nursery, and I bought a time herb plant. And I went and got a really cute pot, potted it up, like did all these things, stuck my little business card in it, which had my website on there. And I just wrote a quick note that said, Could I have a moment of your time? And then I was like, Well, I also want to like check out the space, right? Like, I want to know what it looks like in the side of a magazine office. So I go and buy what I thought delivery drivers at the time were wearing. I bought this like huge, oversized veers shirt, and like, put on my little Nikes and like rock into the office. And I’m like, Hey, I have a delivery for the director. And they’re like, oh, yeah, like her office is, you know, just down the hallway, whatever, drop it off, she’s not there, have a little bit of a look around. And then you know, next day, she calls me and she’s basically like, look, we don’t have any positions, love the hustle. Let’s create something. And long story short, we end up doing like a 12 week internship program together. And I learned some stuff about magazines and get what I need to get out of it. And it was great. Another time, and this is one that I love a lot. And like I think these are those kinds of moments where like, I know you’ve interviewed Alex from the door on your


Scott D Clary  12:14

show, you know, it’s funny, I was just thinking about that. I’m like, this is exact, I didn’t know if you knew that was


Doone Roisin  12:20

so funny. Yeah, I didn’t know about this kind of thing. But recently, someone recommended me that book and I was like holy shit. Like, that’s how I’ve like lived my own, like early life trying to get opportunities is by like trying to stand out when you don’t have other things at your disposal. So there was this job advertised. And it was at like a graphic design kind of agency. And the email address to apply was something like, Yo, check this shit out at laundry And so the point was, is that you send your resume to that email address, whatever. And I was like, Okay, well, fine. Everyone’s gonna be doing that everyone’s gonna be sending their resume there. So like, what can I do, and it’s a little different. At the time, I’d worked for a small magazine doing a lot of like, layout, copywriting just a bit of a broad mix of stuff. So it was kind of like a portfolio. So I took it home, like, pulled apart this issue that I’d done, stuck it up on my wall, like huge screen, kind of like a huge sign, I guess, like in rose, and I painted, Yo, check this shit out www dot Duna And then, you know, I put like, sparkles all over, they put sequins like I did the whole thing. And I text my friend and I was like, Hey, do you want to come and deface a building with me at 3am? And he was like, Yes, of course I do. And I was like, Okay, great. Meet me, like at my house at three and like, we’ll go down. And so basically, I knew because I used to run like along the river around the office where they had their like space, and it was all glass. So like when they would come in, in the mornings, they just look out into this glass office along the boardwalk. So I kind of knew that if I went down there and just stuck it up in like a huge way they would all see it when they come in the morning and like turn on lights or whatever. So we go down there at 3am we stick it up facing inside the building, I put a little note for security that was just like, this is a job application. Don’t take it down like don’t call the cops. You know, like it’s all good, please, and stick it off. And basically the next morning, I get a phone call from the CEO. And he was just like, This is amazing. I love it. Like when can you come in? This is really cool. And he like spread like posted on those Facebook at the time, Facebook and probably some other places, but kind of like use those things, which I just thought was totally normal. By the way, I didn’t realize that like not everyone was doing this kind of thing. But using these kinds of experiences to get what I needed to get the experience and get the kind of job that would get me further forward in life. And then at some point, I was doing another internship and this guy was like, Oh, I know that there’s this company that was starting in Sydney. and this was in 2012, or maybe late 2011. and E commerce at the time wasn’t really a thing in Australia, Australians didn’t know how to shop online. It was, you know, we kind of knew about a sauce, but like, we weren’t used to it as a market. And so he was like, there, that’s this fashion store. And like, you can buy stuff online and like, whatever. And so I packed my bags and moved to Sydney within like three weeks, and I was like, I’m gonna work there, this is my chance to work in fashion, like, this is it kind of thing, go there, get an internship, like hustle, you know, like crazy before work because I was working like an admin job to pay my bills, before work on my lunch breaks, after work, like all the things to make sure that I was just like, so present in anyone’s life. That was part of the company. And it was super small at the time. Now. It’s called the iconic, they’re like a huge funded like massive business. They’re the most kind of well known ecommerce store and as an online kind of like retailer in Australia. And this is like the second big pivotal moment of my life, because when I’m there, I get this job. They eventually, like a few weeks, and they offered me a full time job. The guy’s like, do you think that you could just read everything on the internet, that’s to do with social media and like, be all social media person and I was like, Yes, I can definitely be that person. I am that person. I think my Facebook, my, my business card said like professional Facebook or something like really cheesy at the time. Anyway, my point being to this whole thing is that it’s the second pivotal moment in my life, where I start realizing what it means to work in a startup. And it starts to like, come together for me that I’m like, wow, I am looking around, I don’t want to be my boss, I don’t want to be like, you know, someone in another team, that’s a few steps ahead of me, I want to be the guys that are like running this cool business. They’re like these amazing founders, they just these like, dudes making decisions and doing cool stuff, and just, you know, making their dreams come true. And they’re gonna make a lot of money from that. And I was like, wow, startup, love it. And this kind of like, sets me on the path to, you know, wanting to change my future. And like, having different dreams and having different aspirations.


Scott D Clary  17:14

You never you you jumped into startup and you were never like, you know, put off by the amount of work by the amount of by the amount of risk, like you just jumped in, like headfirst. And then you just started drone thing, I guess. So. So after, after you like worked after you worked at jobs? One, let’s talk about your own startup journey. So what did you do next? Where did female startup club come from? Was that the first iteration of you as an entrepreneur? Were there other things that worked didn’t work? Walk me through that.


Doone Roisin  17:44

So many things that did so many?


Scott D Clary  17:48

I don’t even know you. But I know.


Doone Roisin  17:51

I am someone that really believes like, you’ve got to try all the things, you’ve got to try the things that you don’t like to figure out what you do, like, especially if you’re kind of just like not 100% Sure, you just have a feeling of like, I want to do something. I don’t know what that is yet. But you need to like try and iterate. So I worked at that company for a number of years, got like some amazing experience decided I wanted to move overseas. Fast forward to me working in this job that I wasn’t loving, it was corporate, it was the first time I’d worked in a corporate job. And I meet this guy. And I’m like, telling him how I’m just not a fan like whatever. And he’s this really cool young guy like building a tech startup, like doing you know, just making his dreams come true out there hustling, and I’m like, Wow, that’s amazing. And he was like, you know, I really need to build a content arm of the agency to fund the tech development. Do you want to do it? Like, I’ll give you equity in the business? You can do whatever you want, like, you seem smart. Let’s do it. And I was like, okay, cool, promptly quit my job and started working on that and totally different story. That guy’s not my husband, love him. That’s real. That’s


Doone Roisin  19:01

still part of that tech journey, like on the side over here. That basically stopped working with him, you know, working a lot on the tech business. And I have this like, moment, one day I’m on stage talking on a tech panel. About like in the UK, there’s this thing called the seis game and talking about the tax benefits from moving from Australia to the UK and like data and I’m sitting there being like, tech, this right now is not my strength. I don’t know if I’m loving this. I don’t know if this is what I should be doing. And so this kind of like sets me on this journey of okay, well, what can I do? I love ecommerce. I come from an E commerce background. I’m pretty good at social media. I’m pretty good at storytelling. You know, maybe I should try and sell some physical products and I just start really small selling jewelry like from a bedroom floor. Seems to be a theme for me is that a lot of things from the bedroom floor. This started from the bedroom floor, my podcast. And basically, you know, start building this direct to consumer brand called kings, which was so much fun. I used it to really learn hands on experience when it comes to ecommerce. And it was one of those kinds of things like from the outside, I would say the brand looked really cool. It took me to China, we moved to Indonesia for six months, Thailand, Paris Fashion Week, you know, it was worn by influencers, it was in vogue, it was in all the places, but like, for me, I just found that I loved ecommerce, but I chosen the wrong product. Like, for me, it felt like I wasn’t solving enough of a problem. And I wanted to tackle that, like, you know, that marketing where it’s like, because you’re solving a problem, and you’re helping people on their journey. And fashion and accessories is a different journey and a different kettle of fish. And the other problem with jeweler jewelry is that you’re not like stacking marketing on top of the other because you’re constantly having to refresh. It’s all about newness. It’s all about new collections. It’s all about trends. It’s all about this kind of stuff. So you’re constantly creating new collections. And like, I just found like, it wasn’t really right for me. But I loved everything about e commerce. So I’m kind of going through this feeling of like, you know, feeling I’m not sure. And I’m starting to like I asked my girlfriend’s like for advice. And at the same time, I stopped reading this book, and I’m sure you’ve read it. I’m sure it’s on your bookshelf behind you. It’s called Tools of Titans by Tim Ferriss, you obviously know it. And I love the book. It’s like, what I’ve been missing in my life when it comes to, you know, direct, no bullshit advice, very masculine energy when it comes to business habits, like just so tactical, I really enjoyed it. But as I’m reading, I’m like, Yes, great billionaire, great billionaire, great, old dudes, all of them. And I’m pretty sure this like, either 10% of the book, or like 10 women in the book, I went through and counted and the book is like, as you know, so big. And I was like, I want to hear this same vibe, but from women, I want less of the like, believe in yourself stuff, which is important. But like, I want more of the tactical, like, here’s how you actually get from A to B if you’re building a business kind of stuff. So I’m starting to like talk to my girlfriends about what they’re doing, how they’re building their businesses, whether it’s tech, whether it’s ecommerce, you know, whatever it is, and at some point, my husband’s like, to me, maybe you could like start recording these, maybe you could start putting them out online. And I’m like, oh, yeah, that’s pretty cool. I’ll put, I’ll put them on Instagram. So I start doing that. But like, I don’t know, watching a 20 Minute. Instagram video is like, pretty hard goal. Don’t love it. So it was like, Maybe you should turn it into a podcast. And like, I say this now. I am literally the most terrified public speaker like, I can’t believe I have a podcast, I can’t believe I go. Like,


Scott D Clary  22:45

I’m like, I was gonna ask you why you chose podcasting as the medium of like, like, the core of your persona and your brand and everything. But it’s just literally,


Doone Roisin  22:55

I couldn’t tell you why I do not know. It doesn’t make any sense for me as a person. But I think because when he said it, I was like, Oh my God, no, never podcast, like, Absolutely not. I’m terrified of that. And like being on camera and things like that. But then I realized, like how scared I was like the feeling, I was like, Oh, maybe I should lean into it. And like use this as a challenge to get a bit better because they know how important it is to be able to talk and share your message and, and that kind of thing. And I know how impactful Podcasts can be, you know, I really love listening to shows like, I just get so much value from people. It’s such an intimate experience. So a few months before I like gone on this random like, small side note here, I’d gone on this random like buying spray of domains and I bought like, I realize that everything was available from like, San Fran startup, Brisbane startup la startup So I bought like 25 domains in that kind of space. And I was like, maybe one day I’ll do something with those. And I just so happened to also buy female startup clubs. So I was like, Well, you know, I’ll put it under that as a as a name. That sounds pretty good. Like, let’s let’s do that. And truly the podcast was like, it was I had no big ambitions for it. It was just to do something to learn more from like brilliant women who were happy to share their strategies and advice with me so that I could figure out what I wanted to do with the jewelry business. And like, started it on the bedroom floor. Just kind of like having some fun. And then I think that was like 2019 When I posted my first episode and I was taking it like really casually recording in person. But come like may or like April May 2020 When the pandemic hits. I was like, huh, like everything’s kind of pivoting. I’m really wanting to shut the jewelry business down. I wonder if I could like turn this into a thing. And so I set myself a casual goal of posting 100 episodes before the year is up and it’s like me at this point. It’s like, you know, well into the year and just seeing what happens. So like I just stopped recording like crazy. I am just hustling like talking about the show Oh, here, they’re in everywhere as much as I can. And that’s kind of the early beginnings of female startup club. And it’s kind of crazy for me when I look back now because, you know, we have 270 episodes, I think I spend a lot of time on the calls just learning from like the most smartest, brilliant women who are building e commerce brands, primarily, I talk to women building ecommerce brands. We have a private network, I have a book coming out all this cool shit going on that I’m like, wow, this is so bizarre how it you know, I didn’t really know what it was going to be. If you



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Doone Roisin  26:42

just went with it and kind of landed here. That’s the earliest


Scott D Clary  26:48

you do. It’s an awesome story. Right? You are a great storyteller. And I’m happy that I’m happy that you chose to do this because you’re an incredible storyteller. So even though we didn’t I don’t even know if you knew that it fit you and your first started. It sounds like you were a little bit apprehensive about it when you started but like definitely, like, good for you for leaning in. Because like I think the world’s benefiting in a big way. So it’s interesting, though, that when you lean into stuff, like all these incredible opportunities happen, like and you obviously never expected, like, at least when I started my show I never expected like the growth like the audience, the random opportunities, like you have a book. I don’t have a book yet, but I want to do a book sometime like all this book, right? Yeah, that’s, that’s, that’s awesome. So okay, so let’s talk about like how the show of all the talk about like podcasting lessons that you’ve oh my god, there’s actually a lot of ways you can go with it. We can go with this show, we can do podcasting lessons, we can do like DTC lessons from all these incredible entrepreneurs that you speak with. I’m also curious about your book, like, Why do you call your book, your hype girl? Like what? Like, what’s the premise of that? And why, like, why is that important? The title of a book says so much, everybody has a very, very particular reason as to why they chose it. So I want to take


Doone Roisin  28:06

in, well, I’ll answer that first. And then you can take it, I’m happy to do it all in any of the above. So I am someone that loves to like support. My friends love to be the cheerleader, love to just like my community, everyone, like if I can help you, or like cheer you on or just give you that little bit of like, you know, that you need to get going. That’s someone who I am just in my day to day life. And so just through the show, and through the conversations that I started having with people, like people would just be like, Oh, thank you so much. Like I was really needed that like you inspired me or you motivated me to do something. So I just out of the blue started saying like at the beginning of every episode, oh, hey, it’s during your host and hype girl like here to like, you know, hype you up, like whatever. And it just kind of like evolved that that’s what I said. And then I literally had the book finished and I couldn’t think of a title. And I was like, What am I gonna call this damn thing? Like, I have no clue. And I just had to put something in like a filler text for something. And I was like, Oh, I’m just gonna put in your hot girl. And I was like, this kind of looks pretty cool. Like, it’s totally sums up what I’m about. I’m always wanting to impact other people or the women in business. I love impacting my friends. If they’re starting something, my husband, whoever it is, like, I really want to cheer people on and like lift them up and empower them to like be the best that they can be. And so I just ran with it. I feel like there wasn’t a lot of strategy there. I can show you the cover though. If you haven’t seen it. It’s pretty cool.


Scott D Clary  29:37

I’m pretty super cool. It’s super, super vibrant. And it’s super like it’s like it’s just lively. It’s a lively as cover, whatever. Okay, so what do you what do you actually go into in the book? So the takeaway,


Doone Roisin  29:48

the takeaway is it’s 51 women from the show 51 female founders who are sharing their kind of like most impactful learnings, tactics, it’s very similar format to Tools of Titans like so inspired by Tim and everything that he does. It’s the kind of book where you can open it at any part, you get a dose of like a founder story, you get some key takeaways and learnings, but it’s not so tactical that like you can’t, that anyone can’t read it. Like this is a book that is for an entrepreneur, currently a future entrepreneur, it’s for someone who’s doesn’t even want to be an entrepreneur, but it’s just interested in the stories behind the brands that they’re buying and using and loving. And yeah, it’s just kind of like a bit of a Bible, I would say, a Bible


Scott D Clary  30:29

for the future. I was actually a huge fan of Tools of Titans. So I’m gonna definitely I’m gonna,


Doone Roisin  30:34

I mean, it’s such a good book, everyone should read statins. And also everyone should read your hype gal.


Scott D Clary  30:40

I was gonna say, yeah, you can, you can like you can hype yourself up a little bit. You can promote your own book, Tim Ferriss doing just fine. He’s, he’s doing just fine. He’s honored. Okay, let’s talk about let’s talk about Well, then let’s segue. That’s a great segue into like, great lessons that you’ve learned from people. So obviously, you picked like really meaningful lessons. And, and obviously, everybody you’ve spoken to is probably incredible. But you pick these for a reason. So what are some awesome lessons? Actually, I hate doing two part questions. So first, I’m curious from your perspective, just because it’s I’m living this right now. I’m gonna ask you what was your biggest learnings from switching from tech into CPR DTC DTC. And then I’m also curious about some of the lessons that that you’ve learned from all the great people that you’ve had, and that you put in your book. So I’m just curious about your pivot. What was your biggest learning from from tech to consumer goods?


Doone Roisin  31:29

I would say like, for me, what I really realized about myself is that there are some things like the podcast where you can feel challenged and throw yourself into it’s like that good fear where you’re like, Yeah, but I can still make this work. Like, I can still do this. Whereas tech, for me, I just always felt like a bit like, out of place, and just like, a head underwater kind of feeling like I just didn’t feel really comfortable. Whereas like, direct to consumer, like coming from that I just knew that that was a skill set that I had, or like, maybe I didn’t have it fully formed. But I just felt more comfortable there. And it was something that I was really happy to, like lean into, whereas Tech, I just never felt that. So I would say like, still figure out what your strengths are, figure out where you’re strong and where you’re not. And like sometimes, where you’re not like, you know, I wasn’t strong in public speaking, like, I wanted to improve that. But I feel like for me with tech, I just, I don’t even know if I wanted to improve that. And it sounds kind of like, I don’t know, probably a bit lame, and, you know, whatever. But


Scott D Clary  32:30

I really, it’s not, it’s not a joy


Doone Roisin  32:32

from direct to consumer. And I really like physical products. Like that’s something and you know, that’s a big part of why I did the book because I wanted female startup Club, which is strictly digital to also come into the physical space. So I would say like, figure out like the things that you enjoy, what lights you up where you get joy from and like, lean into that? Versus like trying to push through something that maybe you just not loving?


Scott D Clary  32:57

I just want to take a second and thank the sponsor of today’s episode, HubSpot. Now, the new year might have you thinking ahead to what you want out of your career. So when you think about your success story, what do you actually picture? Is it retiring early with a beautiful view of the skyline? Is it leaving a legacy with your name on it? Or maybe it’s helping influence and change some of the world’s most pressing issues? Whatever it is, writing your success story starts by working smart because when you work smart, your success story writes itself. A HubSpot CRM platform helps your marketing campaigns work harder and smarter. With intuitive visual workflows and bot builders. You can create scalable, automated campaigns across email, social media, web and chat so your customers hear your message is loud and clear. Are you tired of your content not adapting to mobile, making it difficult for your customers to absorb your message a HubSpot CRM platform optimizes your content for multiple devices so that you can reach your customers, wherever they are, which is just smart. Learn more about how you can transform your customer experience with the HubSpot Awesome. That’s good advice. That’s really the second part of the question. Second part of the question was lessons that you’ve learned. Oh, yeah, right. women founders, female founders that you pick some that you put in the book. Yeah, it really doesn’t matter.


Doone Roisin  34:21

One of the one of the like, key themes that I just feel like maybe people forget when they’re building a brand is like, and it’s so obvious, like it’s crazy. You have to have a good product that’s actually worth talking about. You need to make sure that when you’re developing a brand, you would tell your girlfriend about it in a whatsapp chat. And if a whatsapp chat, gosh, that’s a tongue twister. Because if you’re not like building something that people truly care about, and that is truly unique or worth shouting about you really lost because you need to have word of mouth inherently built into everything that you do. And so if you’re just like building a brand, and you’re just trying to like acquire every customer instead of trying to like acquire and then sustain that customer over the course of their lifetime, you just can’t build a brand. It’s just not sustainable. I mean, yes, you could keep pumping money, keep pumping money, and eventually, maybe it’ll work. But if you have a ship product, and people won’t buy it, that second time you’ve lost. So that’s something that, like, it’s so obvious. But I feel like people really need to hear it again. And again, and again. Because the brands that succeed, they truly have something special, they truly have something remarkable, whether it is, you know, the if it’s the serum in a beauty product, or whether it’s like incredibly different packaging forum, you know, something else like it’s, it’s got to have something that makes people be like, Wow, I loved that I loved the experience. I’m gonna buy that again. So I would say that’s like one of the main things that it’s just like such a common theme with everyone that I speak to. But I feel like it’s overlooked with a lot of brands, like sometimes I’ll buy a brand, I’ll buy something from a brand. And the experience is so bad, or the product is so bad that I’m like, I’m not ever going to tell anyone about this like this. You’ve lost me. How did this get on


Scott D Clary  36:10

the shelf? people overlook it, people overlook it, because they’re so committed to what they would they think is good. And they’ve they’ve sort of over invested in it. And then they, I guess the question is, how do you how do you figure that out early on? What’s the what’s the process? What’s that, that feedback loop that allows you to figure out if it’s just something that you think is great, or if it’s actually resonating with the community, you can buy customers, you can pay a lot, and you can buy customers, and you can be a great marketer, and you can optimize for conversions. And you can figure out everything along, you know, from when the customer first discovers you all the way through to when they convert, but you can’t by word of mouth, right? So how do you


Doone Roisin  36:50

you can’t lie like stickiness like you’ve got to like, make sure that you have something that’s sticky. So I would say you definitely need to like, make sure that you test make sure whether that’s just you know, starting with your friends around a kitchen table, but you need to get outside of your like direct group of friends, you need to find people, whether that’s if you’ve got a, you know, a pet food product going to the dog park and like giving out your samples and chatting with people and seeing what their initial reaction is whether that’s going to the farmers market and taking your drinks and being like there every weekend and asking people for feedback. But you really need to like, make sure that you have something before you go all in. Because I think like it’s easy to be like, You know what, like, I’m going to spend 100k and just go for it. But like you haven’t actually figured out if you haven’t spoken to your potential customer or like your your want to be called customer to figure out if they actually like it, or what the improvements should be and like iterate from there. And I think another thing that like I learned, which is more like personal to me is so I was kind of building female startup club with the idea of like, I’m going to launch my own e commerce product, I’m learning from hundreds of women who are super smart, super successful, to get their blueprint to get their advice to get their learnings. And then I’m going to do my own thing. And so last year, I actually spent most of the year in r&d for a non alkaline company. And, you know, I was following the blueprint that like I had, you know, heard over and over again, from all these women, it was amazing, I got so much out of the experience. But in the end, at the end of last year, I actually decided to not pursue it any longer and to stop creating it. And so a few things happen. And this is a learning that I took away from the show is like, just because you’re building something doesn’t mean you need to actually like bring it into the world. Like if it’s not good enough, maybe it’s better to cut it. And so for me a few different things happen. So we developed the brand, we developed a really great product. But one we couldn’t get the numbers to work, it was too expensive for the end consumer, and we couldn’t get our cost down. And so for us having this complex project of non alkaline, you need so many different layers. And obviously wine is just like the whole other thing, it gets harvested once a year like all these kinds of problems. And so if you’re someone who owns a winery, and you want to like add in nine out because a new revenue stream, amazing, great, you’ve already got that base wine there, like you’ve already got bottling and logistics and supply chain sorted out great if you’re someone who has access to millions and millions of dollars to like build a business where you have economies of scale, and you can get your cost down amazing. But for me and my like business partners, that wasn’t the case. And we were starting small. And our first order was I think it was going to be 6000 units. And we just couldn’t get the numbers to work for the consumer for it to make sense. And I started being like, I wouldn’t buy this. And if I wouldn’t buy this and tell someone about it like off the shelf then I’ve lost. And so we had to have like some hard decisions because yes, we’d spent about 20k in development and trying to get the branding done and all that kind of stuff, but I was like it’s getting to the point where we needed to drop 50k Need to get our first order of 6000 units done. And we needed about 50k for marketing spend in that early kind of phase. But that was like a we didn’t have any, that was the smallest round we could get that was essentially like our sample round. And so I was like, You know what, it’s better to like lose 20k than lose 120k or potentially have like friends and family like looped in to do friends and family round. I think the thing that I learned is like, just because you’ve gone down that journey doesn’t mean that you need to keep going down that journey. Like I needed to reach a realization where I was like, it’s, it was a tough decision. But I was like, I don’t think this is it. I don’t think this product is like, yes, if you know, circumstances were different, and you know, we had more money, or we were able to get the cost down, like, maybe it would be different, but for the circumstances that we had, that’s how we had to kind of like, move forward. And so, you know, from the show, I really learned like, from other women who have gone through like failed businesses before they launched their successful business, you know, a, you’ve got to know your numbers inside and out. They’ve got to be it’s got to work financially. And be sometimes it’s not, sometimes you just shouldn’t pursue it.


Scott D Clary  41:15

But it’s funny, because everybody, if you listen to like startup advice, it’s just like, always just ship the ship at the ship at you know, if you ship your product, when you’re not embarrassed about it, then you shipped it too late. And it’s like almost like the this is the other side of the the other side of it, right? It’s, well, sometimes you have to and I think it’s even more difficult with a direct to consumer product, because it’s so expensive to launch. Like it’s so incredibly expensive to launch. And think about, is there a way to do


Doone Roisin  41:39

this about shipping glass bottles? Like it’s heavy? It’s expensive? And also


Scott D Clary  41:46

to that point to that?


Doone Roisin  41:49

Yes, I think it should, I think you should be really clear on like, it depends what your goals are, if you’re really passionate about that as a space. And I think passion actually does play a big part in it. I think for me, I didn’t love it enough to go down the journey. I was like, you know, what, do I really love it that much like or am I just looking for an idea. And so if you have like this dream product that is like truly changing lives, you know, it’s some, I’m just using beauty as an example. Because you can obviously find beauty products that change your skin and whatever, you’ve got some acne product that changes people’s lives. And you’re so passionate about it, like maybe it does make sense to just keep pushing and just get it out there and like do it at all costs. But if it’s like me, where I was looking for a business in E commerce well, and it’s not like that was this thing that changes lives. And I didn’t have that like, deep, deep passion for it. Well, maybe I should look at something that is easier to ship and like that’s definitely something that you should consider.


Scott D Clary  42:52

Yeah, that’s smart I and I think that fun, funny enough, like if you if you don’t have passion for going into it, and it’s already the categories already a difficult category to get off the ground, especially if you don’t have investment, that there’s so many, there’s so many easier things that you can go into, especially as a like, I would consider you an experienced entrepreneur, just because of the fact that you’ve built stuff, you have exposure to incredible people, like most people going into something probably don’t even have the level of knowledge that you would have, right. So I think that it’s even something to be aware of like maybe like, start start small and expand with easier categories. And if you have that revenue from mitosis, your categories and you can sort of maybe reinvest, but if you had like, a million dollars coming in from like a, like a shirt store, something like that. And it’s like, you know, like a, like a print to order shirt store. Like that’s something that you could take that and you can play around with all these different things. But yeah, then it’s just very difficult.


Doone Roisin  43:48

It is very difficult. And I think like, I don’t know if I actually summed this up or not, but like, one of the other things I learned through the show, and like, through all the women that I speak to is that, like, you do have to really care about the thing that you’re bringing into the world. And like, people say, like, you need to have passion, and it can’t just be about like making money or whatever, you know, for me, I was like, I want to build this brand. I’m going to document it publicly through to exit like, I’m gonna be very, like transparent about the money pays, especially because like, especially, I feel like women just don’t talk about money enough. Like I was gonna be really like, upfront about all the things. But then I was like, like, truly I just don’t have that date. Like I’m not, it’s not something that I’ve like made in my kitchen. And I’m like, super excited about like it has to be in the world. And so then I was like, Yeah, you really do need this, like, deep love for what you’re doing. And you need to have that love for like the next 10 years or else you’re probably going to be like Oh,


Scott D Clary  44:42

and you know, you mentioned a point that like, you know, you can build in public and I think that’s I always admire founders that build in public and I think it’s a really tough thing to do. But like ultimately if you fail in public, but at the end of day nobody really gives a shit. Like really nobody cares. Like if you try something and you fail like like No one’s really going to remember it.


Doone Roisin  45:01

No. And it’s better to try and to fail, or not fail at all, because I think on to not try it or not try at all. Yeah, it’s all part of the journey. And I think as well, like, if you don’t love your day to day and like you love the journey on the way to whatever you’re trying to reach, then you actually really have lost because like, it’s gonna be really hard. It’s gonna be like, all over the place, it’s going to be ups and downs. And you kind of need to just like know that there is failure in what you’re doing. There’s failure and everything.


Scott D Clary  45:31

I can guarantee you all the women, you spoke to all the all the successful entrepreneurs, they probably have, like 10 stories, just like that, before they had that product that actually hit Oh, my God.


Doone Roisin  45:39

Yes, that’s for 100. Yeah, a failed business, or like a really solid pivot, like, you know, it’s such a journey. And everyone says, like, you know, it takes 10 years to reach overnight success. Like it takes such a long time. Everyone just thinks, Oh, my God, they’ve popped, like, out of the blue, they’re like killing it. And then they’re like, hey, it took me 10 years to get here. It took me 10 years of hustle to get to where I am. So,


Scott D Clary  46:04

okay, so then let’s talk about let’s talk about the podcast, because obviously, that was that was successful, that was something that you you did build up. So a lot of probably a lot of lessons there. And I’m gonna like take notes for myself. So like, how did you So you started doing these podcasts sort of ad hoc, just for fun just to speak to all these incredible women entrepreneurs, and it started to take off? How did you refine it? How did you get the best content? What were the biggest, you know, items that you did that led to the growth? Or was it just organic? Just to set expectations for somebody who wants to start a podcast? Because God knows there’s a lot of people that are starting podcasts?


Doone Roisin  46:42

Oh, my gosh, yeah, there’s so many. Um, okay. So I obviously didn’t have any experience in podcasting. I was just figuring things out as I went, I was trying to ask people for advice, or that kind of stuff. But I think actually, again, to bring up Tim Ferriss, I think he says something on his show, like, when he talks about building a podcast is like, wait until you get like, a certain number of downloads, and then go and look for a sponsor. But I was like, No, I’m gonna get a sponsor, like from day one, because like, I need accountability. And like, I need to get paid. So I can hire an editor to be able to do what I’m doing. Because we had decided to do 100 episodes. And at the beginning, my husband was like, Yeah, I’ll edit the show. And you know, it’s just like, it was painful. It was really painful. So I was like, I need to get a sponsor. So the first thing that I would say is like, you don’t need to like, wait until you’re at a certain point, or whatever, you can start trying to get a sponsor, before you even launch your show. You can go out there, knock on doors, and be like, Hey, here’s my vision. Here’s what I’m doing. Here’s the niche audience that I’m going to target. Here’s what’s like, here’s why it’s valuable to you. And here’s why you should be involved. And so I did that. I landed my dream first sponsor CLEVEO, who I love, shout out to them. And they were like, I think I emailed them like on their contact form. On their website, I wrote a list of 10 sponsors, who would be like my dream sponsors, just did a bit of an outreach told them the vision. And CLEVEO was on a contact form on their website. And I had someone reply to me really quickly about getting on a call. And we got on a call. And I was just rattling off all the things that I wanted to do with email setup club, what my vision was, where I was going, and she was like, look, it’s just like, the perfect audience that we want to target. Like, let’s do something. So I managed to get a sponsor at the beginning. And then basically, I was like, Okay, now I’ve got accountability, I actually am like, obliged to, like, do these 100 episodes. So I organized I worked with an editor straightaway, to be able to streamline my processes, basically figured out my whole workflow, and just got started, I didn’t really have like a huge marketing plan or anything like that. My thought was like, Well, everyone who comes on the show will share it in their own networks, whether it’s on LinkedIn, or Instagram, or whatever. And like, that’s my distribution plan. And to this day, that’s still the plan. Like I say, we’ve grown really organically. The book is actually the first thing that is like our first marketing, push officially where it has, like, you know, I guess that’s our first expense. That’s our first marketing budget, is to produce the book. So that was definitely the distribution plan. I would say, in hindsight, the things that have really helped me was I started asking people like, how they found me. And so I could obviously double down on that and make sure that I was kind of optimizing that. And so when I started doing some customer research interviews, and this is also like, whether you have a product or whether you have a podcast or whether you want to have a podcast, you need to go out and speak to potential customers, you need to go out and speak to the people who you want to target or who are like already in your network. So I was like, I put a call out on the show being like, Hey, I’d love to like speak to some people who listen to the show, like research interviews, so I can get some more information and so either through like DMS or those like actual interviews I was on asking people how they found us. And nine times out of 10 people were like, Oh, I found you on a Google search, or I found you on the podcast like searching, you got recommended to me by like whatever show. And I was like, it’s so interesting because like, I haven’t put any effort into SEO. And what I realized was, my name has helped me, like 1,000,000%, because it’s female startup club, people were googling female startups or female entrepreneurs. And so what was happening is when they were searching on Google, like episode with X, Y, Zed founder would just pop up and they’d be like, oh, cool, and then they’d, you know, like the show and start listening. And so my advice to people when they’re starting a podcast is like, which goes against what you’ve done. You’ve called it your name, but you, I’m sure you like, had some credibility in the space. If you’re someone like me, who didn’t have any credibility, who was kind of like, you know, nobody starting a podcast.


Scott D Clary  50:52

I don’t call my name. I didn’t call my money. It’s like, it’s like, it’s like by me, but it’s not my name. Oh, okay. Right. Right. Right. I see what you’re saying. I know. Okay, so yeah, but I mean, like, I’m not like Tim Ferriss, where it’s like the Tim Ferriss show. It’s like that much, isn’t it? Yeah, I got to I got to understand, but Okay, so, by the way, I’m not the perfect use. I’m not the perfect example. Because I’m still learning. I didn’t, I didn’t do this and figure it out. Like I didn’t, like hit a home run day one like,


Doone Roisin  51:18

  1. I mean, neither, obviously, neither. Yeah. For me, I always tell people don’t go and call it like, you know, during the show, or like, like, unless you’re someone doing exactly no one good was missed that


Scott D Clary  51:32

movie, but that’s about it. But


Doone Roisin  51:35

yeah, I haven’t actually watched it spelled differently, spelled differently. But like, choose a name that has some of your keywords in it, like, give yourself the chance to be discovered. Because when you call it or if you call it something super random, like, people just aren’t going to find you through that. And so that was something that I really realized. And then I started leaning into, like SEO and really like building out even simple things. Like I was holding off posting my transcripts, because I kept thinking like, oh, I need to make it like super, like perfect to be able to post the transcript and someone gave me a piece of advice. I think it was actually will Baron from the salesman podcast, he was like, just post it like don’t even don’t even tweak it, just post it. And so I did a backlog of like 200 episodes, and immediately, like our growth was just like, wow, you know, within one to two



Scott D Clary 52:30

Did you post it? Yeah. on a website, on a website.


Doone Roisin  52:31

Okay. So, on my website, like my websites built on Wix, by the way, super easy, super straightforward, did it myself, well, my husband kind of did it with me. Just started a blog started posting the episodes like we’re looping my YouTube video will loop in the episode and like, literally just, you know, my VA does it, she just like post the transcript doesn’t tweak anything, doesn’t craft it. And that like contributed to our growth, literally, within like one to two months, we saw like a huge increase. And so that was something that again, like, you shouldn’t be crippled by perfection, just because you’re like, oh, it needs to be perfect. Like I shouldn’t do that. Just do what you can like, whatever you’re able to do, just do that Done is better than perfect, like 100%. So SEO was really important. My name was really important. What else?


Scott D Clary  53:19

Can I ask you one other thing about because you mentioned, that was interesting. And I did it differently. So I’m curious about your your thoughts on this. So somebody starting a podcast, you got to you got to sponsor before the podcast started.


Doone Roisin  53:30

How did you get besides In early episodes, okay.


Scott D Clary  53:33

So early, early on, but how did you manage because podcasts are a while to grow. So how did you manage the stress of having a sponsor before the reach was there? Because now you’re taking someone’s money? And were they were they happy? Were they cool? Were they just they made so much money didn’t give a shit? Because that’s also great. But like, yeah, that’s stressful.


Doone Roisin  53:52

I mean, I was really upfront with where I was, I think, like, we had had like four episodes live, we’d had barely any downloads, like literally, like, single digits kind of thing. And like, literally, I think we had like, a few 1000, like nothing kind of thing. So I mean, I guess that’s still something but like, it was really early days. And I was really transparent about that I was selling them on the vision of the future. And like what I wanted to do, and it wasn’t about downloads, it was about like them being able to reach female entrepreneurs in the E commerce space, which was highly relevant for them. And that’s what they were wanting to focus on. I would definitely say that like everything in like life, and business is a mix of like, planning strategy, but also luck, like, maybe it was the right time that I just like, approached them when they were looking for that or something like that. I don’t know. But that’s the approach that I took. And I just think like, why not go out and try at least try maybe you don’t get a sponsor, but like, even tried to find whether it’s a sponsor or even a distribution partner. So find someone who can help you distribute the podcasts because they don’t have one. Maybe you could team up and you know, find brand that’s relevant to you and be like their audio partner and you know, you put their ads in the show and they distribute you in the newsletter list or whatever it might be like, I definitely tried doing that with multiple people as well and got a lot of nose definitely asked sandpile from the hustle. Definitely gotta know.


Scott D Clary  55:15

I think we have to, we have to, by the way, by the way, just I think we have to shout out just so everybody knows. We’re all we’re all on the HubSpot Podcast Network. So this is this is how we all got hooked up and together and whatnot. So this is an awesome group of people that are trying to build their shows. So I’m sure we’re all trying to figure it at the same time sandbar is killing it too. We’ll also killing it. Yeah, they’re all doing Yeah. So yeah, for sure. Anyways, yeah.


Doone Roisin  55:38

And, you know, that’s another thing is like, I asked a lot of people for things and like, got a lot of nose. I originally, like when I first spoke to the HubSpot Podcast Network, I got to know but like, that didn’t stop me. I just kept trying, like, I feel like I know doesn’t mean a no forever. And you’ve just got to like, you know, keep trying and keep going. And like, check back in with people. A couple months down the track, when you have news to share or, you know, whatever it might be. What else can I tell you? I’ve kind of lost track of what we were talking about.


Scott D Clary  56:11

We were okay. So I’m sorry. That was my bad. That was totally my fault. Okay, so what are we what are we talking about? All like the podcast that podcast growth, and then I tried to sidetrack you and figure out like how you figured out landed clay. VO when you’re starting out, but then you’re just talking about the SEO and, you know, publishing stuff before it’s perfect. Kind of like the transcripts in that group that grew the show.


Doone Roisin  56:34

Yeah. So what else did I do, I really made sure that my systems and processes were down pat to that my workflow was really easy for me to just like, go like all systems like all steam ahead, or whatever that thing is, you know, like having your, whatever your flow is making sure that you like understand, like how it should be set up, so that you can just like move through really quickly. So like, I had, like a really simple google doc, I was like working through that Excel spreadsheet, I was outreaching, to people at scale, just kind of like getting that set up, then had my VA set up in a way where she handled all of the kind of posting and scheduling. So that really all I needed to do was my own outreach and my own research and then show up for the episode, but everything else was taken care of. And if your audience is like interested, I wrote like a blueprint, post about it on my LinkedIn, which everyone can go and find I list like all the software that I use, or that kind of thing, I would say when you’re starting out as well, like, you know, I emailed every tool, or like every tech platform, software, whatever that I was using, I would email them and just explain, you know, like, I’m in the education space. We like champion women building ecommerce brands, like, it’s just me right now. Is there any like, you know, one person discount or whatever that you can give and like, a lot of the times, you know, Buzzsprout, and squad cast and websites like that they’re actually they have things set up to be able to waive fees for certain people in certain, like niches. So if you don’t ask, you don’t know, I got a lot of like, nice, like offers in the beginning that I was able to use before I kind of like got that deal with CLEVEO when I was just trying to set myself up and trying to do it like on a budget. I would also say my other advice to like anyone wanting to start a podcast is like, it doesn’t need to be fancy. I started recording in my bedroom. I mean, I’m still in my house, right? Like, this isn’t some fancy studio, like I’m just sitting here at my desk with a ring light. But like I started initially recording on my phone, then I moved to a Rhodes, like interview mic kit, I think it cost like $170. Now I use the shore mic, which is like still, you know, a few $100 like nothing’s fancy, I would say like, just get started. And you find your feet as you go and you upgrade in slow increments. You don’t need to be like crippled by, oh, I need all this fancy equipment or like, I need to have X, Y and Zed. You actually don’t need a lot to get started. If you’re passionate about podcasting. It’s all about like auditing yourself figuring out a posting schedule that works for you. And like that you can work in with your own schedule, figuring out like, I didn’t do this at the beginning, but in hindsight, kind of like figuring out what the goal is like, is it to drive clients to your business? Is it for you to network and for you to meet people? Does it need to make money? If it does, how is it going to make money? You know, kind of like giving yourself a bit of a roadmap and a bit of a plan so that you have that Northstar you can keep working towards


Scott D Clary  59:25

smart very smart. Okay, let’s I want to I want to last sort of last part is I want to go into some rapid fire stuff. But before before I pivot, any, any last thoughts, anything that you didn’t touch on? You know, floor is yours, but then also, where do people connect with you all the socials website all that.


Doone Roisin  59:45

I feel like I’ve just talked a whole lot. I don’t know if I’ve missed anything. I’ve got nothing else to


Scott D Clary  59:51

add in there. Appreciate it.


Doone Roisin  59:53

What can I Where can people find me? I mean, well, let’s see. The book comes out on the 28th of February. So whenever you’re listening As a listening, you can just hop onto my website females out of sign up to our newsletter and either keep in the loop or the book will be there. If it’s after the 28th of February, my handle on all the channels is during regime DW o n e ROI si n and anyone can send me a message slide into my DMs. I love to chat I love to help. Tell me what you’re up to. I’m always keen to connect to anyone. So you can find me on LinkedIn, Twitter, Instagram, Tik Tok, you know, all the usual places. And then female soccer club is the same female startup club and all those places.


Scott D Clary  1:00:36

Good. All right, let’s do a couple rapid fire biggest challenge that you’ve overcome in your own personal or professional life. What was it? How did you overcome it?


Doone Roisin  1:00:45

Biggest challenge, I would say like, I don’t know if I fully overcome it. But I would say like the money piece of like, my life is still something that I like, battle with, you know, like, I didn’t have money for a really long time. Now I’m hustling to, like, reach certain, like, financial goals for myself. And it’s something that is a challenge that I’m like, trying to work through and trying to, like, become what I want to become, but of course, it is difficult. There’s mental stuff there. There’s a lot of like, just the way that, you know, you develop as a child, there’s this stuff, you know, it’s sticky.


Scott D Clary  1:01:23

Do you have Jeff problems? Do you have problems? Like, feeling okay, setting, like milestones that, you know, you have to hit? Is that it? Like, is it a psychological like, like, like,


Doone Roisin  1:01:36

feeling of like, like, it’s never going to be different, like, I’m never gonna get like, I have this like feeling that I even though I’m such a, I’m really good at setting goals, like I can set a goal, like, you know, 2020 was get 100 episodes 2021 was get the book out. This year, it’s more focused around money, so that I can try and like move into this space where I feel more comfortable, like financially with myself and more secure for myself, even though like, I think I’ve achieved a lot. And I recognize that I still have certain feel that just stems from like, life, my upbringing, I would say, and I really want to change that, you know, I really want to change my future, I want to be able to create generational wealth for my children, I want to be able to sell a business, I want to go down that pathway, but like, I still have a lot of struggles of feeling like some days, I feel really confident. And then some days I feel really like, it’s never gonna happen. And like, Why Why wouldn’t it happen for me, like, all these weird feelings, and I don’t know, if it’s like, just because of me, or if it’s really common with lots of people or, you know, whatever it is, but I just have like, money stuff. And that’s a challenge that I am like, trying to overcome. It’s like, I think that scarcity mindset, sometimes instead of like, an abundance mindset, and like, like a lot of people definitely,


Scott D Clary  1:02:58

a lot of it takes a ton of reprogramming to fix that. And it’s very important that you do, I mean, I did not grow up in the bush, but I definitely grew up with a family that was not entrepreneurial, and like very like, like government workers and whatnot, and very, you know, like, safe and low risk and what so that also, you know, messes with you, when you put it, like when you when you invest in anything that you know, you have to do, like entrepreneurship is obviously super risky. And all the activities you take on a daily are, are generally high risk activities, like especially when it comes to finances, right, like, if you put $10,000 into ads like that is like, that’s a risk, but like you you have to get over that and like after, after you do it for a while it becomes second nature, but like anything, it’s like a learned to learn activity to be able to do that and and understand that you’re thinking long term versus short term, like always have those long term goals, while sort of dealing with those like short term issues and problems that you’re that always pop up in the business. But you have to always, like keep that, that long term vision and like, that’s what, that’s what allows you to reprogram yourself, so that you’re comfortable, because like obviously, if you’re making all these decisions that are risky, and you’re like, in a very stressed place, you’re probably not gonna be making great decisions either. So you have to be making risky decisions while not being stressed, which is a difficult thing to do. But that’s what makes like somebody successful, they can do that repeatedly. Right. So yeah, I don’t know. It’s an interesting, I think a lot of people do have that. So I don’t think you’re I don’t think you’re on your own by any means. Okay, a person. There’s obviously been many, but pick one person who’s had an incredible impact on your life. Who was it? And what did they teach you?


Doone Roisin  1:04:35

Oh, my gosh. You know, it’s so like, cheesy to say like someone in your family, but my grandma passed away last year. So I’ve reflected a lot about her. And so she was my dad’s mom and her and my grandpa were just like those, you know, Australian hardworking people who I didn’t know this until later in life, but they bought was a, like a commercial cleaning products company from the newspaper like back in the day, they like looked up the trading like classifieds. And like we’re like, that sounds like something we could do. Let’s buy this business. And like, she taught me a lot of like stability. She was someone who taught me a lot about like, just hard work. Like she was also someone who just, you know, grew up in the Outback and raised a family and was just a really top 10 out of 10 person who hustled really hard, like her whole life. And yeah, I guess like, She’s someone who I really admire as a woman, and she was a mom of, you know, five boys, raising raising boys in the Outback and then building a business with my grandfather. And I think she’s so amazing.


Scott D Clary  1:05:53

A book or podcasts or audible, it can’t be your own. And now it also can’t be Tools of Titans. So another book or podcasts or audible that you’d recommend?


Doone Roisin  1:06:01

Well, I mean, third all by Alex was like, amazing. Um, what else do I recommend? Hmm. Give me a second here. Trying to give me


Scott D Clary  1:06:17

another podcast to give me another podcast here. It doesn’t have to be to be honest, I’m less of a book somewhere with audibles and podcasts now. So you actually you actually I’m not being fair. You gave good recommendations give tools.


Doone Roisin  1:06:28

I’ve got I’ve got, I’ve got one. I’ve got one. You know, again, it’s like another, it’s man. I listen to a lot of like, masculine masculine. Show.


Scott D Clary  1:06:38

There’s just a lot of there’s a lot of content out there this is, which is why it’s good that you’re doing what you’re doing. I don’t think it’s I don’t I don’t think you’re like choosing it. Like there’s a lot of guys who put business books and business content. Yeah. Yeah, I would say I do too. Yeah, yeah.


Doone Roisin  1:06:54

Well, that’s another that’s another conversation. I get so much value from what Sam and Shawn put out with my first million. I don’t know how I discovered them. In the very beginning, I think I discovered their Facebook page or something like that. But they just their show is like dudes doing like unsexy businesses that are like massive and like business ideas. And they just like all sorts of interesting, they always share lots of tips. It’s super tactical. So I get a lot out of that. And then they have their private Well, Sam has the private community. They’re called trends. And it’s something that, you know, they put out these like, newsletters, signals, features, all these kinds of things like, again, showing kind of like, where new business ideas kind of like can come from. And a lot of people in there start businesses based on their research, which I find really interesting, but where the true gold, of it lies is their Facebook community. Because in that group, there are so many people like willing to share their strategy, like literally like, step by step, here’s how I do X. And I just learned so much I’ve connected with so many cool people in there that have told me like, you know, what feels like I shouldn’t be paying 1000s of dollars for you know, this service yet. Someone’s just telling me over zoom and like, an example of that is I teamed up with why I met this guy called Ben in the group. And he, you know, is kind of like a consultant that helps you with like, how to create an Amazon bestseller and like all these kinds of things. And he’s just like, laid out for me a blueprint that I’m able to be like, check, check, check, check, check. And like, I’ve just learnt so much about this process of like professionally self publishing a book. And yeah, you just meet these like brilliant people who are so happy to help. I hope you remember if you’re not a member, you’re gonna have to sign up.


Scott D Clary  1:08:46

I’m actually I’m actually not a member. No, I don’t why No, I know Sam and Sean. And I know I know. They have a great Facebook media. I know all about the hustle. But I’m not a member yet. So now you’re gonna Oh my god, it’s worth it for me to spend some pretty strong endorsement. Oh, I’ll check it. No, I didn’t even their contents great. I can only imagine that it’s worth it. Okay, if you had to, or if you could you tell yourself your 20 year old self one thing? What would it be?


Doone Roisin  1:09:18

Hmm. I feel like for a lot of my 20s I struggled with feeling content. I was always like chasing this thing. And it’s only kind of like now that I’ve started just really, truly appreciating the day to day and being like, happy with where I am in the journey and knowing that like, you know, yes, I’m gonna get to these goals that I have for myself. But it’s okay to just like love the journey and just chill, just chill. It’s not like, you know, I feel like you’re always in a race with yourself to be like going faster, doing everything, doing more like achieving more, but like, really? You’ve just got to enjoy the journey and enjoy the day to day. Good advice.


Scott D Clary  1:09:56

And then last question, what does success mean to you?


Doone Roisin  1:10:03

What does success mean to me? I feel like it probably blends into the last question. Success for me, like used to feel like it was like, I needed to reach something or it was like some kind of money goal or it was like, you know, status or whatever. But really right now, like, success is like impacting other people. It’s like making a difference. It’s enjoying the day to day and like, being kind to yourself and just knowing that, like, if the day is good, like you, you’re winning, you’re successful. And so it’s less about this, like future thing that could never happen. Like, who knows, like, not everyone is successful financially. It’s about just like, making sure that you’re, you’re enjoying what you’re doing every day. And like, you know, if I look at my day to day, I was like packing all my advanced copies and writing notes in the books last night, and then this morning, I was out, shipping them off and then creating some content and like, all of that stuff is just so fun. Like, I love my day to day female setup club just brings me so much joy. And that’s where like earlier I was saying like, it is more important to have passion and like, be excited about what you’re doing on a daily basis. And like, if it is about creating something that’s mission driven and impactful, like you know, just doing that and having fun with it. That’s success.


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This season on American prodigies, black girls in gymnastics, you’ll hear about Trailblazers like Diane Durham, learn what you don’t know you don’t know about Dominique Dawes meet superstars like Olympic silver medalist, Jordan, Chiles, and more. Hear how black gymnasts have and continue to transform their sport. You can binge all the episodes of American prodigies now wherever you get your podcasts


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