22: From Product Concept to 7 Figures with Jen Groover

Jen Groover is a serial entrepreneur who's gone from guest-hosting spots on QVC to inking deals with some of the industry’s biggest heavyweights. Her success began with the creation of the Butler Bag, the world’s first compartmentalized handbag, and has evolved into an entire lifestyle brand, which can now be found at several prominent retailers. She's also behind Leader Girlz, which teaches young girls the importance of empowerment through play, through her brand, and has another jewlery brand called Empowered by Jen Groover.

Jen was also nominated as a UN Delegate to the first Global Accelerator for the Global Entrepreneurs Council. Jen made history at the New York Stock Exchange as a member of the first all female group to ring the opening bell. She also had her own PBS special, and Jen Groover’s name has quickly became known with innovation, entrepreneurship ,evolution and emotional intelligence.

Jen’s leadership has aligned her with brands like Avon, Verizon, USANA Health Sciences, SkyMall.

Jen is a top business and lifestyle contributor and content creator for for major tv networks like ABC, CBS, CNBC, NBC, Fox News and Fox Business News. She also contributes to editorial pieces to several prominent business magazines and online resources as well as her products brand and work have been featured in hundreds of media outlets including O!The Oprah Magazine, Redbook, People, US Weekly, Success and Entrepreneur.

• [03:00] What triggered you to make a move to start your own business empire?

• My childhood was not ideal with a lot of uncertainties and unpredictability and fighting around money.  I didn’t want that cycle when I got older.
• A desire to control my own fate to the point which I could.  

• [04:05] In college, the idea of career path and the thought of getting a job is not appealing to me.  

• [05:57] Your journey for the Butler Bag, your first product – how you went from concept to creation and what are your initial challenges?

• [06:25] I have twins and one day I was digging through my bag but I could not find my credit card and they were screaming and crying.  I thought to myself – there has to be a better way.
• [07:25] You don’t complain about something unless you do something about it.
• [07:37] I trained myself to be inventive as I am not a designer, I can’t draw and I’m not an engineer.  
• [08:08] Six months later, while unloading the dish washer and from a bird’s eye view I looked at the dish washer tray and everything on the tray was standing straight.  This is how I want my handbag to be.  
• [09:20] When someone looks at something, they either think: i) someone has thought of it already or ii) why haven’t I thought of that (you probably have a winning product there).  
• [09:34] The challenges -  mindset and not knowing what to do.

• [09:59] The obstacles -  I have never done this before.
• [11:19] When the first shipment came, 95% of them were not the quality of leather I ordered.  Had to figure out how to salvage that mistake.
• [12:44] What are your distribution, manufacturing and pricing strategies?
• [13:06] I had to figure out the cost and have a price range that is affordable.  Used Kate Spade in this model.
• [14:14] Understand the media inside-out.  Hired a trainer who taught me everything about the media and how to tell my story.  
• [18:40] When was the right time to move to the next project, i.e. Leader Girlz?
• [19:03] Butler Bag was running itself.  I had a team in place and started doing licensing deals which gave away a lot of responsibilities.  
• [19:32] I was inspired when I took my daughters to Disneyland when they were 3 years old.  I was telling stories to my dau