Xindi Soh, Brand Strategy Consultant, on Empowering Women to Chase their Passion and Gain Stability

Entreprenista - Xindi Soh

Hello Xindi! Please share a brief introduction about yourself and your business:

Corporate girl turned entrepreneur, I started my business in January 2022 as a brand & messaging strategist and conversion copywriter. I help female entrepreneurs grow and scale their online presence through streamlined messaging and compelling copy. I’ve had the pleasure of helping my clients replace their corporate income, sign 4-figure retainers, and hit $40k months. To learn more about my services, click here.

What excites you about being an Entreprenista League member?

Connecting with like-minded entrepreneurs and learning from each other! It’s amazing how many different industries and types of businesses out there and I’m excited to learn about them all!

So Xindi, what made you take the leap to start By Xindi?

I grew up in a small town, where I was surrounded by immigrants who lacked education and became entrepreneurs out of necessity rather than passion. Having seen that, I’ve always viewed corporate as the symbol of success – the ivory tower only accessible to people with wealth and education. I strived hard for the skyscrapers and was privileged enough be granted a role in a multinational finance firm. Although I’ve been blessed with amazing training and support, I quickly realized that I desire the freedom that comes with entrepreneurship and the control I have over my craft. I made the leap to start my business in 2022 and never looked back since!

What was your background prior to entrepreneurship?

I studied History, Politics and Economics in university and started my career in audit and consulting!

Did you always have a feeling you wanted to be an entrepreneur?

Absolutely not! My mum wanted me to take over her business, and I flat out refused! I could not see myself as an entrepreneur but looking back, it was a result of imposter syndrome rather than a lack of desire.

Marketing a new business is so important! Please take us back to the early days. What was your initial marketing strategy?

My marketing strategy was heavily focused on gaining visibility and credibility. This looks like being consistent on Instagram, sharing everything I know, Giveaways/service exchange in return for testimonials, striking up genuine conversations in the DMs and brand partnerships. I would say it’s definitely a slow burner of a strategy, and it took a couple months to really reap the result. I wouldn’t do anything differently because the clients I got from that are 100% my kind of people.

Entreprenistas must be resilient. What is the biggest challenge you have encountered along the way, and what did you learn from it?

Mindset issues. Having months of zero results and income can make anyone heavily doubt the viability of this path. But in times like that, I always say to take ownership of your own progress and identify the needle moving tasks that you need to do that your ego is preventing you from doing. This differs from people to people. For some, it would be to double down on their visibility and offer giveaways to fill up the lead generation pipeline. For others, it might looks like taking their foot off the pedal and create a space for greater reflection.

Xindi, you have lots to celebrate! What is the accomplishment you are the most proud of to date?

After months of zero results, I took a break and worked on my business and brand strategy. I came out of the hibernation with a plan that propelled me from £0 to a £7k month. What I’m really proud of though is when I applied that strategy to my clients and saw results like quadrupling their revenue and replacing their corporate income.

We all want to be believers…but sometimes it’s easier said than done. Do you believe in work/life balance? What are some of your best tips?

This is a tricky question for me… I 100% subscribe to the idea that you should be passionate about what you do, and I absolutely adore my business. It’s my baby, and I love my clients. I could work on my business all day long! But I also know that working on my business all the time decreases my efficiency and creativity. Therefore, although I love my hobbies, I can’t deny the ‘life’ part of work/life balance is partially used to fuel the ‘work’ part. One thing I do NOT subscribe to though is the hustle culture!

What’s a piece of advice you can share that you wish you’d known when you first started your Entreprenista journey?

Don’t underestimate the power of building genuinely relationships, and don’t seek instant gratification by only networking with people who could be leads.

We love to celebrate our entreprenistas. What have you achieved recently that you’d like to celebrate with our community?

Booked out three months in advance!! This is a huge deal for a small and new biz like mine

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

Loads! I’m passionate about helping women see that they have choices in life. That they don’t have to choose between freedom and money, being with family and work, chasing their passion and stability. I want to show women this hidden path of digital entrepreneurship and that it’s not reserved only for people with huge capital backing.

Entreprenista - Xindi Soh

 Learn more about the Entreprenista League and join today!

Share it!

Posted in

Leave a Comment

Disrupting an Industry with Alexandra Keating of Uni

Like many Entreprenistas, Alexandra always knew she wanted to run a business, and she has—multiple businesses, in fact. When she became obsessed with the fact that the personal care industry uses a lot of single-use products, she knew the solution and she knew her next business.  Today, we sit down with Alexandra Keating, founder of…

The DHL Express GoGreen Giveaway is Helping Entreprenistas Go Global in a Sustainable Way

In Partnership with DHL Express We speak to eCommerce founders every day that are looking to launch, scale and grow their businesses. One of the biggest things to consider for growth: international shipping – but the question remains, how do small businesses ship internationally and is there a way to do so sustainably?  In a…

How to Deal with your Team’s Burn Out

As an Entreprenista, your business is not just a job, it’s a passion. You put in long hours, sweat and tears, and endless effort to make it successful. However, this can often lead to burnout, especially during times of high stress. And with May being National Mental Health Awareness Month, it’s important to address this…

Tapping Into The Creativity with Catalina Escallon of Noodo Studio

While Catalina Escallon is an artist, and by definition, a creative person, she realized that a lot of people did not view themselves that way as they got older. So she and her partner decided to start a studio that helps people realize that there are many ways to be creative.  In today’s episode, we…

Building Your Personal Brand with Stacey Ross Cohen of Co-Communications

Stacey grew up around entrepreneurs, so it’s safe to say that being a business owner is in her blood, and she has been doing it successfully for well over two decades. But her newest passion is helping the next generation make sense and leverage the digital age to build a personal brand that helps them…

Learning The Heart and Soul of SEO with Meg Clarke of Clapping Dog Media

Like many Entreprenistas, Meg left the corporate world once she had kids and started to work on her own. She had experience with web design, so that’s what she did, before she realized that having the perfect website is meaningless if no one finds it. So she dug in and learned everything there was to…

Social Media Marketing 101 with Sarah Bugeja of Later

Sarah has spent her career constantly learning new skills—both on the job and off—to further her career. She also mastered learning when it’s time to move on to the next opportunity. Now she’s here to share her story and also her tips and tricks regarding all things social media.  Today, we sit down with Sarah…

Mamaprenista Candice D’Angelo reflects on Launching ‘The Selling Lab’

Below is a brief introduction about Candice D’Angelo and her business, The Selling Lab: Candice D’Angelo – a corporate dropout with 12+ years of sales experience – is the founder of The Selling Lab, a sales training agency where online and offline businesses alike come to level up their sales skills and build custom trainings.…

Founder Jené Hernandez, of Mixology Marketing, on Helping Businesses Stand Out and Achieve their Marketing Goals

Hello Jené! Please share a brief introduction about yourself and your business: As one of the leading marketing agencies in Los Angeles, Mixology Marketing blends creativity and strategy to create bespoke marketing experiences for our clients. From digital marketing and social media to content creation, website development, and impactful events, we take a unique approach…

How To Create The Best Brand Message For Your Business with Xindi Soh of By Xindi

Over the course of her business, Xindi has had to confront herself and get a grasp on who she is, what she stands for, and what she wants. But the ride hasn’t always been what she was expecting. Now she preaches leaning into the hard stuff and believing in yourself, and it seems to be…

How To Find Unique Ways To Fund Your Business with Arion Long of Femly

Our Entreprenista of the Year: Arion Long has always been an overachiever; she started college at 15 years old. But one thing that threatened to hold her back was her periods. After going to many gynecologists, she found one that not only listened to her, but told her something that would change the course of…

Katherine Wallisch on Empowerment Consulting for Parents and Clinicians of Non-Speaking Children

Hello Katherine! Please share a brief introduction about yourself and your business: As a speech-language pathologist specializing in Autism and Augmentative and Alternative Communication (AAC), I have created a comprehensive empowerment program for parents and clinicians. My name is Katherine Wallisch, and I am the mother of a 7-year-old son and a 3-year-old daughter. Growing…

Digitizing Art For A Business with Sally King McBride of The Letter Nest

When Sally’s friends and family started having children, she looked for gifts that would be meaningful and lasting. As an artist, she decided to create watercolor name paintings. Soon, the commissions started flooding in and she had a proof of concept for a business.  In today’s episode, we sit down with Sally King McBride, founder…

When Being an Entreprenista is in Your DNA with Carrie Shaw of Copper

Carrie’s career path is quite the story: she started in product management and stayed in that for over a decade before switching to marketing and falling in love. After she had been with Copper for a couple years as CMO, she was offered the CEO position and almost turned it down, but she didn’t. Now…

Kristen Elworthy on Founding Seven Hills Communications and Embracing Her Desire to Story Tell

Hi Kristen! Please share a brief introduction about yourself and your business: I’m Kristen Elworthy, and I’m the founder of Seven Hills Communications. We’re a PR micro-agency that works with mostly female-founded and mission-driven companies and personal brands in both the consumer and B2B space. Our wheelhouse is working with startups and emerging brands, and…