How Jennifer Jolorte Doro used strategic partnerships to build Nouri from the ground up

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Describe Nouri in a few words?

Supporting people to feel their best.

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

I wanted something of my own. I’ve worked for many successful entrepreneurs and I knew I could do “it” my way and really enjoy it.

What was your background prior to starting your own business?

I actually studied Political Science and Public Policy in college. I thought I wanted to be a lawyer, but then I realized that didn’t seem too appealing after some time. I dabbled in food, personal assistant work and startup operations.

Did you always know you wanted to be an entrepreneur?

No, actually. I think growing up especially in a Filipino household you’re told you should be something professional like a lawyer, doctor or a nurse. It’s not something I really thought about until I went to college and had more professional experience.

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 think the best marketing strategy is strategic partnerships. Partnering with aligned businesses and people is the best way to spread the word. It went really well as our market is very niche so there are very targeted allies in this industry.

We always learn the most from our mistakes, share a time with us that you made a mistake or had a challenging time in business and what you learned from it?

Nouri is very operations heavy so it’s essential to stay organized but there are some things that are out of control. Kitchen space that isn’t available or finding the right kitchen or even relocating kitchens has probably been the biggest challenge. I think the big lesson is to trust the process. We’ve found some very loyal customers who have really enjoyed the product and it’s a testament to why this service can be so vital during this time.

What is the accomplishment you are the most proud of to date?

New York Times feature, teaching people the importance of postpartum care and food rituals

When hiring for your team, what is your go-to interview question? Please share any hiring tips you can share from your experience?

I don’t have a go-to interview question but I really like to hear their story. Sometimes people look for a certain type of job out of necessity or their desire to learn but whatever the story is I want to know what their goals and what motivates them. Maybe someone wants to learn more of the business side or learn about marketing and I want to help foster that experience. I love to promote within and any opportunity to do so is amazing for the team and the business.

How has your business or industry been impacted by the COVID-19 pandemic?

A lot of the work was previously in person or in person events. Now things are either done by telehealth, delivery or drop off. We love a good zoom meeting!

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

Expanding to other markets, expanding customer base to other life stages and maybe even into kids products.

What is the biggest lesson you have learned in 2020?

Trust the vision and your intuition. Things aren’t guaranteed and enjoy the ebbs and flows.

How have you managed to stay grounded this year?

I love to read. I love adventures with my son. There is nothing better than seeing the world through the eyes of a toddler and realizing that some things just aren’t that important.

Do you believe in work/life balance? What are some of your best tips?

Yes! I think the idea of the 8+ hour workday is overrated and unnecessary especially as a parent. I think leaving your day flexible and open so you can actually enjoy being an entrepreneur. Like getting a massage in the middle of the day or taking a long lunch. Time blocking responsibilities but also time for self care is key.

What’s something our audience would be surprised to learn about you?

I am an only child but I come from a huge family. My mom had 3 brothers and 3 sisters so I have a ton of cousins and extended family.

What are your top 3 tips to stay productive each day?

1. Drink water with lemon every morning 2. Time Block 3. Keep your notes open so you can always brainstorm ideas.

What does being an Entreprenista mean to you?

It means doing things on your own terms.

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