Starting and growing a small business is equal parts exciting, overwhelming, and rewarding. When I first decided to turn MINOT from an idea into a real company, I had no roadmap. What I did have was curiosity, persistence, and a love for creating something people would bring into their homes. Along the way, I’ve learned many lessons — sometimes the hard way — that I hope will be useful to others.
Start With Research and a Foundation
Before I invested any money into MINOT, I needed to know two things:
- Is the market big enough? At the time, the U.S. candle market was valued at $3 billion (it’s closer to $5 billion now). That gave me confidence there was space for a new brand.
- Can I afford to start? Candlemaking has relatively low startup costs compared to many businesses, which made it possible for me to dive in without huge capital.
Once I did the research to make sure my idea made sense, the practical steps began: finding a name (harder than it sounds when you also need the website and Instagram handle), creating branding, opening a bank account, setting up an LLC, and getting an EIN. The behind-the-scenes “unsexy” work is time-consuming but essential.
Stand Out With What You Do Best
For MINOT, two things helped us stand out in a very crowded market:
- Our unique scents — blends you can’t find anywhere else.
- Our design — packaging and branding that feel timeless, elevated, and intentional.
Expect Challenges (and Learn From Them)
One of my biggest challenges in the first year was finding the right graphic designer. It took three tries before I finally found Lindsay Kelly of JaneMade, who brought the vision in my head to life. This was the most expensive part about starting the business, but I firmly believe investing in strong branding early on was a key driver of our success.
I’ve also learned to tune out the noise. Everyone has product ideas for you, but not all of them fit your brand. Each new product adds complexity and cost, so it’s important to stay true to your vision, take your time, and launch only when you have a thoughtful marketing plan in place.
Shown above: What our candles looked like at launch (Oct 2020). They were fine but didn't set us apart.
Don’t Be Surprised by Daily “Fire Drills”
Something unexpected will come up nearly every day. In the beginning, I thought it meant I was doing something wrong — but I’ve learned it’s just part of running a small business. An order will get lost, a supplier will be late, labels will arrive misprinted, or a customer will need something urgently.
My advice is to accept that these daily challenges will happen. Instead of trying to avoid them entirely, focus on creating systems, backup plans, and trusted partners you can lean on. That way, when the fire drill happens (and it will), problem-solving is already your second nature, and the little fires don’t throw off your entire day.
Maximize Free Marketing Channels First
In the early stages, Instagram, TikTok, email marketing, and SEO were the most powerful tools for us — and they were free. Social media gave us a way to tell our brand story visually, connect directly with our audience, and test what kinds of content resonated. Email marketing helped nurture those relationships by giving us a direct line to our customers, and SEO made sure people searching for candles could actually find us.
Before we started any paid advertising, I wanted to make sure we could handle the demand and keep an eye on our margins. Paid ads can drive sales quickly, but if you’re not prepared with inventory, they can easily cost more than they’re worth. By focusing on free channels first, we built an organic base of customers who believed in the brand — a foundation that makes paid campaigns much more effective when the time comes.
Know That Balance Is Hard (and That’s Okay)
Running a small business while raising a family is not glamorous. Most nights, I’m on my laptop after my daughter goes to bed. You don’t start a business to work less. It’s a grind, and at the end of the day, the responsibility falls on you. I’m actively looking for the right person to take on more day-to-day tasks, but finding the right person is very hard and so important to get right in a small business environment.
Stick to Routines That Help
I’ll be honest: I’m currently in a period of burnout. But I know what helps me and what I need to do more often: morning workouts and 30-minute walks after lunch, ideally with a friend or business connection. I love learning and talking with other entrepreneurs. It really helps to hear about other businesses’ successes and pain points.
Build Your Network (and Keep Learning)
When you run a business, you become a professional researcher. Every day brings something new to figure out. Build a network of other small business owners you can lean on for advice, quick questions, or just a place to vent.
Redefine (and Savor) Success Along the Way
When I started MINOT, I was making 500 candles in my basement. This year, our team will make about 30,000 candles in our studio. I set monthly and yearly revenue goals to keep us on track, but I’m also learning to pause and reflect on how far we’ve come.
Ultimately, success to me means growing brand recognition among our target customers — and reaching the day when people know MINOT as soon as they see (or smell) it.
Final Thought: Building a business is not linear. It’s messy, full of setbacks, and incredibly rewarding. My best advice? Stay curious, stay true to your vision, and surround yourself with people who get it.