Our diverse Fellow Classes mean that Founders are able to incorporate their lived experience into their work in meaningful ways. Whether it’s launching a high-growth VC-backed company, taking over a small business, or building a lifestyle brand, we want to highlight all of the ways our Fellows explore entrepreneurship. Stay tuned for a series of profiles on Founders and their journeys.
We spoke with Class of 2019 Alum and Fellow Founder, Sarah Taylor, about pivoting to startups after working in the public sector, ideating her business through our Validation Challenge, and taking the leap to work on her business, Wondering Soul Yoga, full-time.
What led you to apply for Venture For America?
I’m a big planner and goal-setter. When I graduated from Davidson College in 2016, I didn’t immediately apply to Venture For America. At that time I planned to get a PhD in Mideast Politics, so I set out to use the next three years to take the GRE and go to graduate school.
Contrary to that original plan, for those first three years post-graduation, I tried my hand at a bunch of different career paths. I interned at the Middle East Institute in D.C.; I worked at Al Akhawayn University in Ifrane, Morocco. I did take the GRE and the LSAT. I served as Legislative Aide at the Ohio House of Representatives and the Ohio Senate. I was lucky to have some amazing, inspiring bosses and leadership in those three years.
In the back of my mind, however, I started to think seriously about the VFA Fellowship. I knew that:
- I wanted to learn how to start my own company and make a difference in my corner of the world. Contrary to my original assumptions after college, nonprofits and government were not the only way to accomplish this goal.
- I wanted to work at a fast-paced, agile, and growing startup company, but I didn’t know how to network my way into one because my network at the time was so much more in the government, nonprofit, and education spaces.
- My time window was almost running out to apply and get into VFA.
I applied to VFA because I needed a bridge. I needed: the network, the training, and the inspiration VFA could provide to make the leap from government to a for-profit startup company. I took the leap and applied for the Fellowship in 2019 and landed at an insurtech startup in my hometown not long after.
How has your time in the Fellowship or resources offered to Fellows and Alumni helped with your career?
I created my business, Wondering Soul Yoga, where I 1) run international yoga retreats, 2) teach corporate mindfulness and movement classes, and 3) offer marketing consulting services because of VFA. In December 2020 – deep COVID times if you’ll remember – VFA hosted ValChal, their validation challenge for current Fellows.
On a lark, I pitched my idea, which I think at the time I called “International Yoga Adventures,” because it combined my love for and belief in the power of yoga and meditation with my extensive travel experience and language expertise in French and Arabic. The market research I did during ValChal along with fellow 2019 Fellow, Emilie Eros, confirmed my assumptions that my target demographic wanted and would pay for an international yoga retreat. Over the following six months, I conducted dozens more market research interviews and honed my vision for what would become my first yoga retreat in Morocco in October 2022.
None of this would have happened without VFA and its entrepreneurial programming that inspired me to think outside the box for what a career should look like.
My Timeline:
December 2020 – VFA ValChal: ideation + validation
January-July 2021 – Market Research
July-December 2021 –
- Developed itinerary and programming for a Morocco retreat. Identified a retreat co-lead from my professional network.
- Established Wondering Soul Yoga, LLC
January 2022 – Launched Morocco yoga retreat signups for October 2022
What are some of the major highlights you experienced throughout the Fellowship and your career?
This is going to sound like a weird highlight. 10/10 recommend getting laid off. In February 2023 my VFA company, which I was still working for 3.5 years later, did a Reduction in Force, which affected my role. I was lucky to receive a few months of severance pay.
I needed a push out the door. I had talked for years about starting my own company but hadn’t done it, hadn’t done it, hadn’t done it. I kept finding excuses to stay at my full-time job a little bit longer.
Those lean months – from February 2023 to August 2023 – gave me the runway to expand into corporate yoga, fill my Morocco retreat for 2023, and launch a marketing consulting business for other solopreneurs and small business owners. In that time I scaled my monthly revenue to the point where I had almost replaced the income I was making at my full-time job.
Caveat: In a perfect world, before you go full-time on your own company, I’d recommend lining up enough monthly income to replace your pre-tax, W2 paycheck. But, when life gives you lemons … start a wellness + travel company.
How do you use the VFA Credos in your daily life?
Integrity in all things.
I am – after years of self-exploration, meditation, and a lot of yoga (and therapy) – at ease with who I am. I am comfortable in the person I am, the work I do, and the space I take up in this world. I am honest and direct and I attract clients who share those values too.
Women (my retreats are all women right now) come on retreat with me to dive deep. Over the course of our eight days, we explore a new country together, which provides us with the background for deep, inner work into the person they are or want to be, the lives they want to live, and the space they want to take up in this world.
What I get to do as “work” is so incredibly meaningful and important to me. I never thought work would feel like anything except a chore, a clock-in-and-out transactional relationship. This is so much more.
What’s something others should know about entrepreneurship or business?
You need to be incredibly self-motivated, organized, and strategic to be an entrepreneur. So figure out the problem that you can’t stop thinking about and align on the conditions you need in place to be your most productive.
Each day, when I start my work day, my schedule may have a few client meetings or a yoga class to teach on it. More often than not, however, my calendar is wide open. Much of the communication I hold with my clients is on Slack or email with only a few standing meetings each week. Compare that with my 9-5 corporate structure prior to February 2023 where I was in meetings pretty much all day. At the top of each day, no one tells me what to do or focus on. This is both freeing and overwhelming. At 9 am I look down the barrel at my wide open day and it’s all on me to literally create something of value that day. If I don’t produce, no one will. I find this pressure motivates me more than it paralyzes me.
Any big goal like “start my own company” is going to feel overwhelming. The way I approach goal setting and accomplishing my goals (big and small) is: I take a goal and work back a year, two years, and determine the very smallest step I can take towards that goal today, and go from there. These little actions add up to progress over time until I’ve really created something tangible. So, for example, when I need to create all of my yoga classes for retreat – I teach between 8-10 classes a week – I start by journaling about one day and craft a theme for that day. The rest of the themes, the movements, the journaling prompts, the dharma talk to accompany each theme will come later. One yoga theme? That I can accomplish right now.
I’m a solopreneur right now. It’s just me. If you’re a solopreneur like me or are at an early stage and don’t have any employees yet, you know the success of your business rests entirely on you. You need to take care of your mind and body so you can dream, create, organize, and execute on your vision. No one else will create a business exactly like yours just like no one can take care of you except for you. You have something valuable to add to your niche, to the conversation, just by being you!
Every day I have five non-negotiable habits I make time for to take care of myself, my mind, and my body.
- I meditate for 15 minutes.
- I sleep seven to eight hours.
- I eat breakfast.
- I move my body, be it a walk, run, yoga class, or something else.
- I get outside.
What makes Wondering Soul Yoga unique?
Look, there are a lot of yoga retreats out there, including yoga retreats in Morocco! Why would someone travel halfway across the world to do yoga with me in Morocco?
Here’s what sets me, my yoga teaching, and my retreats apart:
I am experienced.
- I have done yoga for 16 years and taught yoga for seven years.
- I lived in Morocco for a year and have now run two successful Morocco yoga retreats.
- I speak French and Arabic.
My retreat is about so much more than just yoga or just travel.
My co-lead on retreat, Courtney, is an expert in Morocco, Islam, and international human rights law. Each day Courtney leads us in discussions about the political and social issues that matter the most to Morocco and Moroccans.
I approach yoga as a life-long practice.
I meet my students where they are. Yoga is not about achieving a specific set of extremely challenging poses. The mental and emotional benefits of yoga are so much more interesting, so much more important to me.
I am staunchly anti-diet. Yoga is not in any way shape or form for me about losing weight. I approach yoga from a healthy, holistic mindset. I’m not here to sell my students on detoxes, diets, or cleanses which cause our bodies more harm than good. I am here to make my students feel loved and accepted in the bodies and abilities they have.
At the end of the day, my retreat participants come with me to Morocco because they resonate with the carefully curated retreat I’ve developed and they like me as a person and as a yoga instructor!
What are some of the main challenges you faced when building your business?
Before I sold my first ever spot on my first Morocco retreat in 2022 I wasn’t sure that people would actually pay me thousands of dollars to take them to Morocco to do yoga together.
I mean, based on my market research, theoretically, there was market demand for a yoga retreat in Morocco, but going from zero sales to one sale was daunting.
For whatever reason, in my career up until that point I had always told myself that I wasn’t a salesperson. That seemed like a thing that other people (mostly men) did, not me. The perfectionist in me hates being bad at things, and I was pretty sure that I was going to fail at selling my retreats.
How did I know that I was going to be bad at something if I didn’t even try?
The way I made it work for me was I framed sales as a conversation, an opportunity to get to know someone better, to learn from them about their pain points, and have them explain in their own words how a yoga retreat in Morocco would benefit them. Each ‘sales call’ suddenly became more interesting and became an opportunity to learn more than a high-stakes phone call where the only positive outcome was closing the deal.
What’s something that’s on the horizon for you that you’re really excited about?
Sign-ups for my third annual yoga retreat in Morocco this fall (Sept. 29 through Oct. 6) opened in January!
I’m also starting to plan for a new retreat country for either spring 2025 or spring 2026.
I can’t wait to share more with my audience when I have wrapped up my market research and have some decisions made on that front!
What advice do you have for future Fellows and startup leaders?
Play to your strengths. You’re already good at and enjoy things. Lean into your strengths in order to stand out not only by your skill set but your infectious joy and optimism around the work you do. Your customers/clients will want to work with you because of it!
Focus on your why. Do you want to start a business but you’re not sure what kind of business you’d start? What’s that question or problem you think about constantly, obsess over even?
For me, I was already constantly thinking about the mental, physical, and emotional benefits of yoga. About my ‘why’. About my purpose. About how to live a meaningful life. About how to travel intentionally and meaningfully. In addition to making me stronger and more flexible, yoga makes me a better, kinder, and more thoughtful person. I literally would not be the same person without yoga in my life. I think about living a good, meaningful life through yoga and travel literally every single day.
There will be days you can’t stand your own business and you’re second-guessing your abilities and you don’t know what to do next. So you better have the foundation laid of obsessing about, and loving solving your exact problem.