Fearless and Free: How Smart Women Pivot--And Relaunch Their Careers by Wendy Sachs

Author:Wendy Sachs
Language: eng
Format: mobi
Tags: self help, business
ISBN: 9780814437704
Publisher: AMACOM
Published: 2017-02-07T05:00:00+00:00

Pretty Padded Room

Bea’s experience inspired Pretty Padded Room, an online destination to find and receive therapy that is accessible and affordable for everyone. In February 2011, while still working at FEGS Center for Women and Families, Bea launched the company with five other therapists. They each had a specialty, their own distinctive “superpower,” as she calls it. Bea was targeting Millennials and created a concept she thought was cheeky and inviting. Even the name, Pretty Padded Room, played with the stigma of therapy. The idea was that you could first get to know the therapists by watching videos about them. It would be personal and easy. She wanted to show that therapy wasn’t just for those in acute crisis, but could also be helpful for everyone during life transitions.

They started with free sessions and immediately got some great press. But Bea couldn’t afford to quit her day job. She was working during the day and would go to Brooklyn each night to write copy and wireframe her site. She says that she became skilled and strategic at driving her own press because she couldn’t pay anyone to do it for her. Bea also mastered the power of networking and leveraging other women’s social feeds. “I learned how to piggyback on other people’s audiences and to get other people to vouch for you,” Bea says. “If it’s in line with their brand and mission and it’s not a direct competitor, it just makes sense.”

Bea was a therapist, not a coder. She had never worked at a tech company and had no experience with building websites. But she quickly realized that her counseling business was rooted in technology, and she needed to learn the tools of the tech world. “I never thought about it as being a start-up,” Bea says. “I grew up with entrepreneurs, so I just thought I was running a counseling company. But it turned out that I was running a tech platform with no experience in programming and no team and a broken site. Our video didn’t work for the first fourteen months, but I knew that we had something because people were trying to sign up.”

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