Published November 13, 2024 • 4 Min Read
TLDR
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A differentiated product or service offering can help you stand out in a crowded market
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Starting small can help your business gain traction before you start to grow
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A strong social media following can help to form the foundation of a loyal client base
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You don’t need to be face-to-face to provide personalized service
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Diversifying your offering can limit your risk and build your brand
Running a business comes with its share of ups and downs, and when you’re personally and emotionally invested, you’re more likely to weather the challenges — especially during the startup phase.
Lucy Salinas, founder of The Wholeness Warriors, pivoted her existing business to founding a company that serves women living with autoimmune diseases. Having battled lupus herself for many years, Salinas felt driven by her own experiences. “I have been called for a larger mission, and I have a big vision about where I want to take my business,” says Salinas.
At age 17, Lucy Salinas was diagnosed with lupus – a disease that causes the body’s immune system to attack its tissues and organs. With lupus ravaging her kidneys, nervous system, skin and vision, Salinas’ body was so weak she lapsed in and out of comas and she couldn’t function without the help of her family. At one point, she was taking 36 pills a day.
From adversity to an opportunity to help others
Following years of medication, specialist consultations and dire prognoses, Salinas fought the odds and rebuilt her health on her own terms (she hasn’t taken a single pill in the last ten years). It was a process that took faith, determination and hard work. The journey was so transformative that it inspired her to turn her passion into entrepreneurship and make personal wellness an achievable goal for others.
Salinas started out 14 years ago as a personal fitness trainer, and along the way, has become a certified health, wellness, and holistic nutrition specialist, in addition to being a life coach. However, she hadn’t fully revisited the trauma of her struggles with lupus for almost two decades. Two years ago, she decided to confront the pain of her past and share her journey to help others on the road to recovery.
Today, Wholeness Warriors is a fully integrated online program designed to help women dealing with various autoimmune disorders from a holistic perspective. It includes a variety of elements designed to educate and empower, such as a questionnaire to review with healthcare professionals as well as video modules to guide women through their personal journeys. “The modules go beyond simply navigating medication and the healthcare system,” says Salinas, explaining that they also cover elements such as mindset, nutrition, exercise, lifestyle, and mental health.
Lessons learned: Expertise matters
While Salinas has become an expert on women’s health and wellness, to run her business she has sought the expertise of others. Her RBC branch provided guidance on registering her business and getting her GST/HST number to make her business official.
She also believes she could have used a mentor earlier in her business planning, as she hasn’t always found the best resources and has overpaid for courses that didn’t provide great value. “My advice to other business owners would be to be careful with the external resources you pay for to get your business off the ground.”
3 Getting Started Tips for Aspiring Entrepreneurs from Wholeness Warriors Founder Lucy Salinas:
1. Follow your passion
“I have been called for a big mission. I have been through so much, and here I am today. I want others to find a similar road to health and happiness.”
2. Seek expert guidance
“RBC helped me set up my business account and register my company. I also feel a mentor could have helped me take more efficient steps to launch my business.”
3. Know your worth
“It’s hard to put a price on helping people. But as a knowledge-based worker, it’s important to know your worth and not undersell the value of what you provide.”
Salinas has a big vision for her business – with the questionnaire and modules available to clients, she is looking at writing her biography and possibly creating a documentary about her life. For now, she is telling her story on social media and becoming influential for the many women who experience the effects of autoimmune conditions. She is fueled by her personal experiences – from her pain to her recovery to her wellness training – to help others lead healthier, happier lives.
Salinas successfully turned her business idea into action. Learn more about how she and other business owners got their businesses off the ground.
This article is intended as general information only and is not to be relied upon as constituting legal, financial or other professional advice. A professional advisor should be consulted regarding your specific situation. Information presented is believed to be factual and up-to-date but we do not guarantee its accuracy and it should not be regarded as a complete analysis of the subjects discussed. All expressions of opinion reflect the judgment of the authors as of the date of publication and are subject to change. No endorsement of any third parties or their advice, opinions, information, products or services is expressly given or implied by Royal Bank of Canada or any of its affiliates.
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