Tricia Mirchandani's Business Focuses on Brand Strategy and Storytelling

Please share a brief introduction about yourself and your business:

Hi I’m Tricia Mirchandani the CEO and Creative Director of T Collective.

From your friendly neighborhood startup to in-house creative departments at Fortune-ranked corporations, we've worked on nearly every kind of marketing team. And woven through them all was one universal truth (there are actually many universal truths, but this one is especially prominent): creative briefs almost always lacked strategy.

Maybe it was the result of limited time or resources, or a struggle to find a strategic middle ground across multiple executives — or something else entirely. No matter the case, our team recognized a glowing opportunity to collaborate with brand teams and develop an approach to fill in the gaps and deliver a creative strategy that produces tangible results.

Now we work with top brands to take their vision and translate it into solid, data-driven strategies, engaging marketing campaigns, and content people want to read and engage with.

Who are your customers?

We work with everything from small start-ups to Fortune 100 companies. Our industries have mainly been travel, entertainment, and health/wellness but we are always excited to learn something new.

Within those organizations, we tend to work with Marketing or Creative teams and departments.

What was your background prior to starting your own business?

After 10 years as a project manager on digital and website projects, I switched careers and became a copywriter. From there I went onto craft and write campaigns for Marriott and Hilton before venturing off on my own.

What made you take the leap to start your own business?

After working as a project manager and copywriter in both agencies and as part of in-house creative teams, I continually saw a disconnect between the strategy, the business, the ask, and the creative. So often, my teams and I would receive creative briefs that did not include all of the information we needed and, often, did not have a well-thought-out strategy. However, in my role as either project manager or copywriter, input from me on strategy was rarely welcome. I realized that to have the impact I want and know I can have, I needed to go out on my own.

Did you always know you wanted to be an entrepreneur?

Yes, absolutely always. I have taken very mini leaps on several different businesses in the past.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

I did not have a marketing strategy at first beyond posting on LinkedIn to let all of my connections know that I was in business. And, for better or worse, that worked! My first six months in business I stayed busy simply by staying in touch with former coworkers and friends. But now, as I look to accelerate my growth, I am building a more long-term marketing strategy

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

Getting the business set up as an actual business, as opposed to just the basics needed to be a freelancer, have been the most challenging. I haven't found the guidebook yet (is there one!?) for how to do this and not miss a step so I tend to find out what I need to do at the last minute (looking at you, taxes). Because I was able to grow within my own network so quickly, a lot of the business basics weren't necessary in the beginning which has left me playing a bit of catch up ever since!

What accomplishment are the most proud of to date in your business?

Being able to grow simply within my own network is something I am incredibly proud of. As people often tell me, it is a sign that I do good work and people like working with me. Relationships are important to me - and even more important when growing a business - so to know that I have earned respect and become someone that people want to work with means a lot to me.

Do you have any recent wins from the last year that you'd like to celebrate with our community?

At the end of 2024 I was able to hire a part-time copyeditor and it felt like an incredible win to be able to do that. The copyeditor is a woman I had hired at a former job and so to be able to continue to bring her more work and money means a lot. I saw a meme recently that said something to the effect of "I made this business so I can hire my friends" and I kind of feel the same way!

What's next for your business? What can we expect to see over the next few years?

Over the next few years I plan to grow into a well-known boutique agency for digital and content marketing.

What is your top productivity tip? 

The Pomodoro method is my favorite! When I sit down at my desk, I set a timer for 25 minutes and work till it goes off. Then I usually get up to get water or at least move around a little. During those 25 minutes I try to not check email, slack, or social media. Usually it works really well at helping me stay focused!

On the flip side, how do you avoid burnout?

I workout almost everyday - not in a super intense way but just to move my body and release some of the stress. Most days I also take a break in the early afternoon to drive to a nearby coffee shop. Their lattes are amazing but the moment away from my desk and out in the world is really what it's about.

What is your approach to work-life balance / integration?

I have a husband, 2 kids, and 4 pets so the balance is kind of built in! There is always someone who needs me for something and school pickups/activity drop offs tend to keep me from working too long or too late.

What is one thing you wish you had known when you started your Entreprenista journey?

Honestly I am really enjoying the ride and learning things along the way! I think that I am learning everything at the right time.

When hiring, what is your go-to interview question?

What is your favorite thing to work on? (Usually I've hired copywriters so I always want to know if they love headlines or social posts or web copy, etc)

I always go with my gut. Hiring is always more about fit for me than skills.

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family:

Boundaries! Today, for example, my children are home from school (ages 15 and 12) and I had to tell them that I would not drive them anywhere because I knew I needed a very focused day in my office. At the same time, I will have days when I draw boundaries around my work so that I can spend extra time with them. Boundaries don't always need to look the same. They just need to protect what needs protecting.

What's the one app on your phone you absolutely cannot live without and why?

Anylist! I keep a to-do list in there and have a widget for it that shows up on the lock screen so that I can always see the first two items. It's a great way to remind me of things I need to do what I otherwise will forget.

What is your favorite business tool or solution and why?

Honestly, Google drive because I keep and share everything from there. But I have also grown to love my business banking app, Mercury, because it has made the financial part of growing so easy.

What advice do you have for aspiring Entreprenistas?

Jump! Just jump and the net will appear. And if it ends up to be a flimsy net that falls apart quickly, you'll have learned at least one lesson that will help you the next time.

Learn more about the Entreprenista League and join today!