Knowing when to pivot
Twenty-five years ago, when Dawn Fitch first launched her Pooka Pure & Simple line, she could never have envisioned all the changes that would take place as she embarked on this exciting life journey.
Sales of her signature natural products, such as body butters, oils, scrubs, candles and more, rose rapidly, and her speaking opportunities grew as well.
But in 2020, as the COVID-19 pandemic dramatically changed retail and consumer behavior, Fitch faced the challenge head-on, relying on her faith, experience and intuition to consider how Pooka could evolve in a changing business environment.
Recognizing the high quality of her distinctive products, many colleagues urged Fitch, on multiple occasions, to return to the retail market once the immediate threat of COVID-19 had receded.
Each time someone approached her with this suggestion, Fitch quickly responded, “No.”
She was always clear about her message: “No means no.”
But when she ran into an old friend who mentioned the availability of an Audible-sponsored Business Attraction grant for small entrepreneurs, Fitch recognized that it could be the exciting opportunity she had been waiting for.
After speaking with A...