Overcoming Doubt and Imposter Syndrome

Hosted By Lauren Conaway

InnovateHER KC

See All Episodes With Lauren Conaway

Ruth Shrauner

Today's Guest: Ruth Shrauner

CEO and Co-founder - Poshed On The Go

Kansas City, MO

Ep. #1216 - Overcoming Doubt and Imposter Syndrome

Today’s episode of Startup Hustle features Lauren Conaway and Ruth Shrauner, Founder and CEO of Poshed. Listen to Lauren and Ruth discuss what Poshed On the Go is about. They also share their experiences battling and overcoming self-doubt and impostor syndrome as non-tech founders building tech startups. 

Covered In This Episode

Who wouldn’t want to have beauty treatments at home? That’s exactly what Poshed On The Go lets you do. The mobile app helps users schedule salon services on demand or by appointment. 

Listen to Lauren and Ruth describe Ruth’s journey, the entrepreneurship mindset, and Poshed On The Go’s mission. Ruth describes the beauty professional’s feedback and prioritizing their experience. They also discuss defining and overcoming doubt and imposter syndrome. Lauren and Ruth exchange mistakes and lessons learned building a tech platform as a non-tech founder.

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Breaking into the tech industry as a non-tech founder can take many forms. Get different perspectives in this Startup Hustle episode now.

Business Podcast for Entrepreneurs


  • Ruth’s journey (1:23)
  • Entrepreneurship mindset (3:25)
  • Poshed On the Go’s mission (11:00)
  • What is Poshed On the Go? (14:47)
  • Self-doubt and imposter syndrome (17:04)
  • Overcoming self-doubt and imposter syndrome (22:39)
  • Building a tech platform as non-tech founder (24:51)
  • Mistakes and lessons learned (27:49)
  • Beauty professional’s feedback (34:19)
  • Prioritizing beauty professionals’ experiences (34:57)
  • Stay in or go out on Friday nights? (38:53)

Key Quotes

Success leaves clues. And I still lean into it. What do successful people do? How are they acting? How do they stand? How do they speak? How do they walk into the room? How are they posting on social media? Not because I want to be like them. But I want to emulate that competence in that respect. The biggest thing I saw was the mindset work that a lot of entrepreneurs do to really stay afloat, mentally, let’s say, even above financially.

– Ruth Shrauner

I do think one area I excel in now is the mindset of grit and perseverance. And once I overcame the initial hurdle of the imposter syndrome of building this tech startup company, everything else I know is just par for the course, right? We’re going to have lols. We’re going to make mistakes. People are not going to like us. People are gonna love us.

– Ruth Shrauner

Entrepreneurs, founders, if you don’t know this, let me just tell you right now, you are going to [mess] up on this journey, I promise. There’s no way that that is not going to happen. And that is not a judgment on you or your company. But the thing that becomes most crucial is how you move on. What do you do after the [mistakes]? That’s what really counts.

– Lauren Conaway

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Rough Transcript

Following is an auto-generated text transcript of this episode. Apologies for any errors!

Lauren Conaway  0:01

And we are back. Thank you for joining us for yet another episode of the Startup Hustle podcast. I’m your host Lauren Conaway, founder and CEO of InnovateHer KC. And friends, I gotta tell you today’s episode of Startup Hustle is powered by FullScale.io. Hiring software developers is difficult, but Full Scale can help you build a software team quickly and affordably. And they have the platform to help you manage that team. Visit FullScale.io or click the link in the show notes to learn more. Today, we have with us friends a founder that I’ve heard a lot about, we haven’t had like a whole lot of connection time yet, but I’m really excited to dig into her business and her business model because I believe that it is truly innovative in an industry that sometimes could use a little bit of innovation. We have with us today Ruth Shrauner, founder and CEO of Poshed On the Go. Ruth, welcome to Startup Hustle.


Ruth Shrauner  0:54

Hi, how are you?


Lauren Conaway  0:55

Fabulous. Very, very excited to see you. I think we did organize this when we had coffee, like, just a few weeks ago. Is that right?


Ruth Shrauner  1:03

We didn’t. It was actually after, but I was I was like, Okay, that’ll be fun.


Lauren Conaway  1:09

At any rate, even been on my radar my my agenda for quite some time. And I’m really, really excited to get into this with you. So I’m going to ask you the perennial question, Ruth, tell us about your journey.


Ruth Shrauner  1:23

Yes, I would love to. So I’m actually I’ll give a little bit of a backstory that kind of led me up to launching posh on the go my now tech startup company, but so I’m a Kansas girl who grew up in a really small town of 500 people, I like to bring that up. Because, you know, it plays a lot into my story and the mindset work I’ve done in regards to launching a tech startup and how I reframe that to get here, but small-town girl actually went to college to become a teacher, I was a teacher for a few years, I went back and got my master’s degree in instructional design and technology. And I just planned on, you know, maybe being a CFO of a company someday, I’ve always been very driven. I like to work hard, I like to be a leader. And so that was my plan, I was gonna just work my way up the ladder and be a chief learning officer someday for another company. However, I always kind of had that entrepreneur entrepreneurial bug as well. Ever since I was a little kid, you know, you always hear I was making clay crosses, and we were selling them to the Bible bookstore down the road. That was like my first little business. So


Lauren Conaway  2:27

wow, I’ve always had that bug.


Ruth Shrauner  2:31

And I think a lot of founders say that, right? Like they always had, that a just a drive to build something of their own. And so I was always playing with different ideas, things like that. But in 2014, I was working as an instructional technologist. And at the time, my husband and I, my husband was a resident of equine surgery in North Carolina. And honestly, he had no salary. We had a ton of student loan debt. And so, I was just looking for a part-time gig to make a little extra money to pay off some of our student loan debt, which led me to this opportunity to essentially sell health and fitness companies, workouts online, and nutrition plans. And I wanted to get fit anyway, as I was like, let’s just see what happens. And you know, maybe I’ll earn a few, a few 100 bucks,


Lauren Conaway  3:20

definitely the entrepreneurial way, like, let’s see what happens.


Ruth Shrauner  3:25

Let’s, let’s just make some workout videos and see how it goes. And, you know, one thing that I so I, I started that in 2014. And one thing that I heard very early on when I partnered with that company, because I had a company mentor, and it was that success leaves clues. And I really to this day, I still lean into it. What do successful people do? How are they acting? How do they, you know, stand? How do they speak? How do they walk into the room? How are they posting on social media? Not because I want to be like them. But I want to I want to emulate that competence in that respect. And, you know, learn truly to like, how did they do? How did they get to where they’re at? They’re all kind of doing the same things, right. And the biggest thing I saw was the mindset work that a lot of entrepreneurs do, to really stay afloat, mentally, let’s say even above financially. And so, that business I always like to say like I was an intrapreneur in that business, because I wasn’t building my own company. I wasn’t building my own product. But I was building my own brand online. And I had the support of a National Wellness brand and a community there to lean into in regards to learning, social media marketing, sales, copy, sales, funnels, all of these things that I hadn’t been introduced to before. So that really allowed me to learn some sales strategies that I hadn’t been aware of before. But more so at help me become competent and who I was as a person at the time I was 27. And growing up, I will tell you like, I had a glass ceiling, I was like, well, people from my small town, we, they don’t do these things, right? It’s very normal, we become what we see as children until, like, my parents didn’t go to college, didn’t come from money, nothing like that. And so in my head, I was like, Teacher, I’m gonna be a teacher, it took me years to even get my masters because I was I was scared, I wasn’t smart enough to do it, I didn’t have the brains, I wasn’t one of those people who was good enough to get a master’s degree. And so I had all this fear and doubt that I was walking around with in 2014, as an entrepreneur for this company. And doing mindset work, reading professional development, personal development books, really helped to expand my mind, build confidence in who I am, and have a glow up, I like to say, a glow up that is internal, which is the most powerful glow up you can have. I know we see online, you know, the glow up of the body, but you know, your body is gonna go away. And it’s, it’s in here, whatever is in here, people cannot take from you. And so it’s the glow up of the mind that really changed my life. And in that I built my first business as an entrepreneur, tnna contractor, and, you know, have sales of 10s of millions of dollars and built a multimillion dollar business in that realm. And then in 2021, after. So in 2021, after having this online brand that I had been building, I was also helping other women learn online marketing, social media marketing, and doing a lot of public speaking. And I travel for those engagements. And so with that I was in Florida hosting a conference for business women. And that’s when I needed like I had two hours on Saturday, I just wanted to sit and check my email because I’ve been running like crazy all week. Sure. So I wanted to just check my email. But I had very long hair at the time. So I wanted to get it washed. So I could check my email I call the spa, no one was there. wasn’t available. So I spent 30 minutes online on Google 20 minutes in the Uber to a dry bar. 20 minutes back. I’m like, Why? Why isn’t this a thing? Why can’t I just get on my phone and order salon and spa services to come to me anytime, anywhere?


Lauren Conaway  7:24

That was the epiphany. That’s amazing.


Ruth Shrauner  7:26

That is it.


Lauren Conaway  7:29

Well, so what what came of that epiphany then?


Ruth Shrauner  7:33

It’s funny, I texted my best friend in the Uber ride, saying like, why isn’t this a thing? Why can’t I just order it like, this is what I’m going to do. And I sat in the chair at the dry bar, picking the hairstylist brain about like, all of all of the world and the beauty industry like drilling down and just like I was like, immediately go, right? And I came back to Kansas. I called my now CTO, but longtime friend who is a software and computer developer called him I talked to him about it. And he kind of gave me a quote, here’s what it’s going to take to build you and you think two to three times more to market this app, though. Don’t just make an app and poof, it goes off, right? And I was like, cool. That was a great and fun idea for a minute. I’m actually real good financially, I’m real good with my other business. I have I think at the time, my twins were two. I was like, yeah, I don’t need any of this. Like, you’re gonna just


Lauren Conaway  8:39

You don’t have to pursue every single good idea, you know, is that kind of where you’re at? Like, it’s a great idea. But at the same time, like, that doesn’t mean that it’s for me, right?


Ruth Shrauner  8:50

Million percent 1,000,000%. And it was totally out of my wheelhouse. Like, I am not in the beauty industry. I am not a developer or a tech star. You know, like, I’m not these these things. This is not me, right, like, Yeah, and so I was like, No, I don’t, I don’t belong here. I can’t do it. And I left it at that and walked away. But that I couldn’t stop thinking about it for the next six months.


Lauren Conaway  9:16

Was it like obsessive like he would wake up at three in the morning and be like, here’s an idea. This is something we could do. Is that what kind of what it was like for you?


Ruth Shrauner  9:26

Kind of an actually this is gonna sound so cliche and corny but this is the truth of it. Ah, it’s so cliche and corny to hear. So at this time, I was kind of like looking for my next thing like I this my first business was amazing. But I was ready to grow and expand like how did I want to do that? Where was it going to take, you know, my career. And I ended up going to a Tony Robbins conference in November of 2021. And I went there thinking, okay, you know, I have this online business, this online presence. I have been cool coaching women in business for 10 years now, this is the way I’m gonna lean into this. I’m gonna go to Tony Robbins, get some clarity on kind of like how I want to do this, you know, like, that’s what I went into that conference thinking and there was a moment there where like, everything shifted. I wasn’t even thinking about posh on the go my now tech startup, I was not going there because I was thinking about doing it, but it just hit me like I just knew I don’t I know that sounds so cliche and corny and weird, but I was like, this is it is Poshed on the go that I’m supposed to build and bring to life. And and it really, it was because I think in that conference, I’ve it just dawned on me like the why behind the company. Yeah. Behind Poshed On the Go.


Lauren Conaway  10:45

What is what is the why, like, the foundational fundamental thing that gets you up in the morning because we’re going to talk about Poshed On the Go and what it does. But I want to know, you know, what spoke to you so much about this idea, what’s the the foundational why?


Ruth Shrauner  11:00

Yes. So I love seeing women become empowered in their careers and their finances, in their lives, in their bodies, whatever around, like, I love to see women step into their greatness, whatever area of their life that is like that is my passion. That is my driving purpose, right? That is what I live for. It’s that teacher in me combined with like the transformation I’ve had in my own life of being. You know, when I started my health and fitness business in 2014, I was insecure, I was terrified, I was scared, I was also broke as a joke. Insert this wellness brand that had a great community that offered me an awesome compensation plan. Yeah, that all changed my life. It changed me mentally, physically, financially. And, you know, just as a as a competent woman. And so with Poshed, everything changed when I saw the difference that we could enter into the market with and that would be to kind of take all of those things that wellness brand gave me and create that same concept within polished to help the beauty industry professionals earn more money, step into their power, learn business marketing, you know, learn sales, all of these things. Because if you think about the beauty industry, typically, you know, it’s younger females who are getting their cosmetology degree, by the time they’re, you know, 21, but they’ve never had any business training, they’ve never had any social media training, right, they have the technical training, but there’s other brands that they’re missing. And there are competitors out there that do what Poshed does, however, they do it very differently. And that’s where I saw that we could come in and make a difference and have a different type of business model that allows beauty professionals to earn more money, have a better and free lifestyle, while also join a community that will uplift and empower them. And that’s when I saw that piece of Poshed, I couldn’t walk away, I was like, dammit, well, I don’t want to have this risk. Going do


Lauren Conaway  13:07

I do want to just highlight the fact that like not so not only are you empowering these beauty professionals, but you are also empowered. You’re making it easier for women who are the consumers of these beauty and wellness, they like you’re making it possible for them to empower themselves. Because for so many of us, I mean, think about it, like, I love it, when I have a fresh haircut, and I don’t have the root showing in my hair. Like when I have a fresh, you know, manicure, I’m shaking my fingers here for everybody. Like, I love feeling that. But it’s not convenient, it takes time and it’s expense. And in so you’re removing some of those barriers to potential customers, you know, if I want to feel good and strong about myself, but it’s easier, maybe I have kids, maybe you know, I don’t want to find a babysitter, maybe I don’t have I can’t take time out of my workday significantly. But I can kind of keep an eye on the chats while somebody is like filling in these pesky routes that are just the plague of my existence like so you’re empowering on both sides. Because the fact is, the health and wellness industry, especially for women, a huge part of it is that empowerment piece, like making sure that we feel good about ourselves, and that the way that we reflect we reflect who we are and how we present ourselves to the world. And for a lot of us that entails beauty and wellness services to help to get there, you know, very few of us just roll out of bed and we’re like, oh, we’re done for the day. You know? So I love that you’re empowering the consumers as well. But take us through exactly what Poshed On the Go is.


Ruth Shrauner  14:47

Yes. So, Poshed On the Go is the technology platform. So, we have a mobile app. It’s an Android and iOS. And it is the marketplace where client, so you want on location salon and spa services can shop and book for beauty professionals to come to them and provide that service. So, we house the technology. And we can act. We’re like the matchmaker of the at home client, or maybe it’s at Hotel client, and that beauty pro to get them to, to get together so they can come and book through our app to have that experience.


Lauren Conaway  15:23

And so you’re offering man like, or I guess your providers are offering manicures, pedicures what other services are available.


Ruth Shrauner  15:30

Yeah, we do. Hair makeup, manicures, pedicures, facials, massage events, you know, you know, bridal shower, bachelorette, all the things.


Lauren Conaway  15:42

I know, we’re actually so just full disclosure, Ruth and I have talked about InnovateHer KC event, by the way, just throwing that out there. But yeah, like just convenience, around beauty and wellness, and I love it. Now, you said something, you’ve actually kind of alluded to this several times. And I think one of the things that most impresses me about you as an entrepreneur is that you started from humble beginnings, small town, not a lot of money around you thought you were going to be a teacher. And then all of us, maybe it’s not even all of a sudden, but to me, on the outside looking in, it’s like you suddenly go from these humble beginnings. And then you kind of grow through your your coaching and your wellness. You learn until you find your purpose, which is Poshed. But along the way, I imagine and you’ve even even kind of set it, you know, you had to tackle some pretty significant demons on the inside. Like, let’s, let’s talk a little bit about that, you know, that imposter syndrome. You know, you’re a you’re a technical founder, but you’re not a technical person, you know, and so talk us through what that felt like in the beginning. Like, how were you? How were you feeling? How were you sensing? You didn’t know what you didn’t know, what did what did that feel like?


Ruth Shrauner  17:04

Oh, man. So I decided to do that, you know, I decided to pursue Poshed in November. And I, honestly in my head, I’m like, I am batshit. Crazy. What are you thinking? Yeah. And I, you know, I would be like, Yes, I’m going to do this. And then I would turn around two seconds later. And I’d be like, who? Who do? I think I am? Why do I think I could do this, like, you’re so out of your element, you’re out of your realm, like, stay in your lane. And it was like, truly, I like to call her Regina, the little devil, the little aihole inside of me. Okay.


Lauren Conaway  17:44

A wicked queen from what’s that show Once Upon a Time?


Ruth Shrauner  17:49

She really is. Yeah. And so they say to like, disassociate those negative self thoughts, right? By naming them so that way be like, well, that’s just Regina. Regina is popping up again,


Lauren Conaway  18:03

Regina, You’re not wanted here. And she


Ruth Shrauner  18:06

likes to pop up. She’s still exist. But so I really had to be conscious of those thoughts and like, mentally coach myself through it. And prior to this, I was an open book on social media. And so I was always sharing everything about my life. When I decided to do this, I remember telling my audience and then I went silent for six weeks about it. Like I didn’t bring it up again for six weeks because I was like terrified in the back. Like trying to find that courage. And I think it’s James James Clear his book Atomic Habits. He talks about you know, when you have a goal, whether that is helping got it there you go


Lauren Conaway  18:53

is totally and flat. I have the book like right behind me, so I’m flashing it to Ruth.


Ruth Shrauner  19:00

But he talks about, you know, if you’re going towards a goal, and if you read this book, I might butcher it. So forgive me. But if you’re going towards a goal, think about like, who is a person who’s accomplished that goal? What do they do? How do they think? What are their habits? And so I I started to like, coach myself through this idea of like, okay, I am now a tech startup founder. I am and I started telling myself that even though it felt like a lie, it felt like who do you think you are? Go back to your space. I like forcefully had to keep saying to myself, like, I’m a tech startup founder. I have founded this company, Poshed On the Go. We are creating a mobile app. You know, this was before we had anything right and so and it felt like I was a big liar, right? Like I was like, oh, Dorothy, go Yeah. And I just it day after day. I just had to keep coaching myself looking in the mirror and saying these things and even when I didn’t feel authentic, which I think is hard because I’m a very authentic individual, I would have to push through until it just became my kind of new identity or an add-on of my current identity. I don’t want to but like, in addition


Lauren Conaway  20:14

to it was already there, but you were you were better able to bring it out. Well, so I’ve actually shared this story on Startup Hustle before, but you know, when I first founded InnovateHer KC for the longest time, so I had decided that I wanted my title to be CEO, most impact organizations, the title is Executive Director, but I was like, I want to be CEO, because I never want to forget that even though this is an impact enterprise, we still want to make money. And so I was trying, I was like, we’re gonna we’re gonna marry, impact, you know, charitable nonprofit organizations. We’re gonna mimic some of that, and we’re gonna mimic some of the for profit, things that I see, but I want to be a CEO. But then I gave myself the title. And then for like, months afterward, I would introduce myself and I’d be like, Hey, I’m Lauren. I’m founder and CEO, like I didn’t want to share, because it felt so braggy. You say CEO, and I was like, this is a reality of my existence. Like, it’s not it’s not even a brag. I’m not saying aren’t I a May, I’m an amazing CEO. Like, I wasn’t doing that. But it just felt so disconnected from who I had been previously. And like, I like my mind had to catch up and be like, Oh, you’re a CEO. Dang it. And it’s okay to tell people that like, it’s okay to share that with people. And so I totally get that. What so you’ve kind of talked to like, you had to talk you through way through and from what I’m hearing, it kind of sounds like a fake it till you make it thing to a certain extent. Like, if you keep telling yourself things often enough, eventually you’re going to start to believe it. But what are what are some other ways because like, as you’re talking, I just hope you know that, like I, your experience resonates within me so much because I’m like, me, too, girl. Me, too. But what are some other things that you were able to do to kind of counteract that that self-doubt? Because I, I don’t know if you know this, but seven and 10 adults will experience impostor syndrome at some point in their career. That’s significant. And I will also say that I do believe that there are studies out there that reflect that women do tend to feel impostor, so I’m not saying that men don’t don’t at me, men absolutely do. And that’s okay. But women tend to feel impostor syndrome more acutely and more often in our career paths. So talk to us a little bit about that. What are some other mechanisms that people can do?


Ruth Shrauner  22:40

Yes, so I’m, with my first business, I was treated to this trip to France with the other top 10 salespeople in the company. And so these were all like, upper upper echelon. Like I had watched these women for years, like and I was like, the new person. And I remember being there feeling kind of like, almost like an out like, why am I here with these amazing people that I’ve been watching for years? And how am I here that imposter syndrome creeping back in. And something I realized on that trip because I was now on a trip with all of my, you know, idols people I looked up to, and something I realized on that trip is all of these, and it was all women, all these women who are very successful operating multimillion dollar companies. They all have the same insecurity and doubts as every other person in the world. They all woke up a hot mess express. They all had moments when they felt like I can’t do it, or they’re breaking down and crying or having a panic attack. Right? Yeah. So I just started tell myself like, imagine your idols ugly.


Lauren Conaway  23:45

Imagine your idols ugly, okay. I love that. Well, just so you know, friends, another thing that I love, I love Full Scale. They are the producers of Startup Hustle, huge fan. And just so you know, with Full Scale, finding experts, software developers, it doesn’t have to be difficult, especially when you visit full scale.io where you can build a software team quickly and affordably. Use the Full Scale platform to define your technical needs, and then see what available developers testers and leaders are ready to join your team. Visit full scale.io to learn more. So we were talking with Bruce Rauner, founder and CEO of Poshed On the Go. But really what we’re talking about is impostor syndrome, and we’re talking about overcoming self doubt. And I find this it’s such a fascinating topic. But Ruth, you have done some significant internal work to become a leader. And I mean, again, it’s one of those things where I feel like it was probably always in you, but now you’re acknowledging it a little more. Do you feel like you’re able to acknowledge it more full?


Ruth Shrauner  24:49

Absolutely. Yes.


Lauren Conaway  24:51

Yeah. Well, so So talk to us. Talk to us about the technical aspect. So Poshed is a tech tool is a tech platform. Are you doing I don’t believe you’re a developer, no developer at all. So when you’re talking to your development team is they’re putting together this this very technical product based around a very real need within the beauty and wellness industry. Talk to us about about that. What was that experience? Like? Kind of? Did you have the vision in your head? And you were able to communicate it to your developers? Did your developers kind of help you along the way? Like, this is possible? What did that process look like?


Ruth Shrauner  25:27

Yeah, so I do have the instructional technology and design background. So I did come in with a UI UX, like a very basic level of UI UX, design, things like that. And so I came in kind of knowing that how I wanted it to look and feel. And then in regards to the actual build out of it, you know, I just had to communicate that. And so with that, so we hired a software development company, to develop the MVP of our app. And it was challenging, like, it was very challenging to communicate what I wanted from the UX UI UX design, right? And then have them pop that out, so much, so that I ended up like going to like figma, and looking at different examples there, and then taking it to Canva, reworking it on Canva, and be like, here’s what I want this to look like. And then they would pop back, you know, whatever their build out of that was.


Lauren Conaway  26:28

Yeah, I mean, that can be quite a process. So when along the way, as you were trying to figure out the functionality of the tool, did you were you asking for customer feedback, or future customer feedback to get that MVP to market? How what what were you using? Was it your own kind of internal compass or North Star? Like this is what I want it to be? Or were you soliciting feedback from others around you potential users, the the beauty professionals that you might employ the customers that might use those services? What did that look like?


Ruth Shrauner  26:59

Yeah, so we looked at number one, our competitors, and what they were doing, the things that we loved about it, and the things that we didn’t love about it, and kind of started there because again, someone else has already kind of paved this path. But okay, how can we learn from what they do looking at all of their reviews online? Like, what are their customers saying about their app? What are their customers not like? And so kind of like, learning from that. We also had an a beauty professional consultant at the time helping us through this as well, in regards to the the beauty professional experience on the flip side of this, to build that out. And so that’s kind of how we started. And it was honestly, it was just so early on in regards to having something workable, that that is where we started to just get the basic, basic functionality.


Lauren Conaway  27:49

Yeah. Well, and do you think that, like, if you had to do it over again, do you have any part of the process or any part of the the functionality of the tool that you would change? Oh, do I get expression where I’m just like, oh, here we go. It’s gonna be good stuff. See my face, it was just like, so many, you can just see like a million thoughts just come together in her head and like, bust into each other was awesome.


Ruth Shrauner  28:24

Huh? Yes. Okay. So the biggest things, the biggest mistakes that I’ve made and things I wish I could do over there are, first and foremost, number one, I would have I would have taken the concepts right, and made it work with like a third party tool that’s out there out there on the market already. And I would have launched the concept of bringing beauty pros on location so much sooner than we actually did. Because we thought we had to have this app. Right, live and learn.


Lauren Conaway  29:00

You thought that it had to be proprietary. You thought that you had to have control. Is that kind of where you went that way?


Ruth Shrauner  29:06

Yeah, I don’t know why I thought. I think I think part of my like, both a strength and weakness of mine that I’ve learned to hone is Go big or go home. And that is not the way to do it as a tech startup founder, period, I would never do it like that again. Okay. So if anyone okay,


Lauren Conaway  29:22

How would you ever wait? So this is actually really, really well relevant to a lot of our audience, like as a tech founder, rather than go bigger go home? What would you do? Moving? Yeah.


Ruth Shrauner  29:33

In February of 2022, when we know 23 Now this year


Lauren Conaway  29:40

2320 23. I know that since the pandemic time has no meaning for any of us, but it is 2023.


Ruth Shrauner  29:46

Yes. So this was 14 months into developing our app. And we still did not have an app 14 months later after they told us six months right. And then any grant competition or any funding I was trying to get, they wanted to see actual revenue. And so in February, we’re like, you know what, let’s just on our website, kind of like manually which we use Wix in the background, we’re still like old school like that. And it’s on the list. Okay. But we used that to just open these on location bookings, and to start being able to accommodate these just through a website functionality. That’s what I would have done that a year ago. I don’t know. Like, I just didn’t know I didn’t think about I don’t know, there were so many other moving. I mean, there’s so many moving pieces to a company, right? But that’s what I would have done. To start with is just validate the concept through, you know, some simple something that’s out there that already exist.


Lauren Conaway  30:50

Yeah, white label it, don’t even worry about it. Let’s just see if this is like it’s kind of your proof of concept. Proof of concept becomes before MVP. Yeah, right?


Ruth Shrauner  31:00

Absolutely. Yeah. My biggest mistake.


Lauren Conaway  31:03

Well, so well. And the thing is, like, I personally view mistakes, quote, unquote, as their learning opportunities, but every time so I actually that’s how I view other people. But when I make a mistake, I’m just like, Oh, it’s a fuckup. You fucked up, you know, and so, so did did, having kind of struggles are kind of second guessing yourself, like did that contribute to additional feelings of self doubt, and kind of worrying about what was coming down the pipeline?


Ruth Shrauner  31:32

Um, I think, you know, like, I do think one area that I excel in now is that the mindset of grit and perseverance. And once I kind of overcame the initial hurdle of like the imposter syndrome of building this tech startup company, once I got over that hump, everything else I know, is just par for the course, right? We’re going to have lols we’re going to make mistakes, people are not going to like us, people are gonna love us, right? And so I, that didn’t impact me beyond that. It just cost me a shit ton of money. Yeah, a lot of money.


Lauren Conaway  32:08

Okay. Well, and I mean, even understand that, like, entrepreneurs, founders, you’ll, you’ll know this, like, actually, if you don’t know this, let me just tell you right now, you are going to fuck up on this journey, I promise. Like, there’s no way that that is not going to happen. And that is not a judgment on you. That is not a judgment on your company. But the thing that becomes most crucial is how do you move on? What do you do after the fuckup? That’s what really counts. And so for Ruth here, like, you got back up on the horse, you were like, hey, probably shouldn’t have done it this way. But we’re going to continue on. Yeah, yeah. So So talk to us about the future for passion on the go, you know, you’ve you now have a tech product. I know you’ve got customers, you’re booking, right? Yeah, we are, you’re asked to talk to us about what the future holds.


Ruth Shrauner  33:00

So we launched in July of this year, and I like to say, like soft launched, you know, I always struggle. So with the terms of like, what is the beta? What is the software? Like, where does this qualify? You know, but


Lauren Conaway  33:13

I don’t actually know that we all know either. femoral idea out of there. But we’re just like fancy words, let’s use them.


Ruth Shrauner  33:22

Right, exactly. So in July, we went fully live, fully sharing everything. So we’re on iOS or on Android, and we are booking appointments on location. And so we have our Poshed crew of providers, and then we have our on location clients, and anyone can get on the app, and download. And so we are learning a lot right now. Let’s see, it’s Sept the end of September, we’re learning so much. These past like, two, three months of being for real live. And we are just pivoting. We’re always learning from our customers and trying to make sure that we’re giving the best experience possible to our at home clients, and then also offering the beauty professional the best opportunity possible as well. So that’s where we’re currently at. And you asked about the future. I’m like,


Lauren Conaway  34:19

you’re like I don’t know. I’m really excited that we’re just open today. I know I know that feeling too. So So what are you? What’s the feedback that you’re getting from the beauty professionals that you’ve been working with? What do they think of Poshed On the Go?


Ruth Shrauner  34:35

They love our community, they love the concept. And I think that’s something that I’m very proud of is they know that we’re here to serve them. And they, they feel that and they know that. Once they talk to us and feel our heart, they’re like, this is an awesome company that they want to be part of. So it’s been great feedback from them. And then yeah,


Lauren Conaway  34:57

So one of the things that i i thing that I love most about Poshed On the Go because I’m aware like there are other similar services, they’re not going to be like identical, but there are similar services out there. But one of the things that I love that you do is you actually center the experiences of the, the beauty professionals that you’re serving. Like, that’s actually, I’ve asked you this question multiple times in different forums, as we’ve met. And you always talk about the professionals, you center their experiences because if you create a compelling, useful, relevant product for them, then that happiness and that ease translates to customers happy. It’s like, what’s the phrase happy wife happy life? And it’s like happy estheticians happy life. Yeah, so like, I love that, because so often, like when you see adjacent businesses or businesses within the be everybody’s all about the end user, the customer, you’re actually about the provider. And I love that, like you kind of tailor your usefulness and you tailor the functionality around them. Would you? Would you agree with that? It’s something that I think I’ve noticed on the outside looking at and but would you agree with that?


Ruth Shrauner  36:11

Yeah, I definitely I agree with that. They’re helping, you know, we’re getting all of their feedback on the functionality of our platform. What we could add things for the future thing, you know, all of those things, and then just our community in general. With that being said, though, we and this is something we’re working right now on is we do want to make sure that we provide an elevated experience to the at home client as well. And so, you know, how do we create that consistency amongst a crew of independent contractors, right, but how do we make sure every single time we’re providing a service and a treatment that goes beyond expectations for our at home client, and they really feel like this was the best, I don’t want to ever do it any other way. So yes, I would say absolutely, our pros lead the way. But our brand, and what we stand for, for the at home client is very important to us as well, to make sure,


Lauren Conaway  37:07

Yeah, the two are not mutually exclusive. I was not, I didn’t want to imply that, like the end user doesn’t have a fabulous experience. But I actually I’m one of those people who happens to believe that if you, if you give a good experience to your employees, they trickle that down, they pass that along to to your customers. And so I this is really just kind of an extension of that, like you’re giving a really good, again, useful and relevant experience, you know, help help these, these providers, build out their portfolios, help them make more money, help them do it in ethical and compliant ways. So that they’re not just, you know, hanging out in the wind out there. So So I love that. But I also know that your that is going to translate into great service for your customers, because you have a team of people who are invested, not just in their own careers, but in the success of Pash On the Go. Right? Really? Absolutely. Yeah. So yeah, like, I can’t, I genuinely can’t wait. Like, I already feel like if somebody were to come to my house, and wash my hair and do my roots when I need it, rather than when it is convenient for me to go somewhere. Like, already, that’s an elevated experience. For me, I am already so over the moon happy, I can’t express how ecstatic I am that I did not have to get out of the house and go do all of the inconvenient things to like it was convenient for me. So don’t even worry about that elevated experience.


Ruth Shrauner  38:37

So in reality, you can just be getting your roots done right now during this podcast, right?


Lauren Conaway  38:42

We could just be like, you know, you don’t mind if I like you know, do this, right.


Ruth Shrauner  38:49

I didn’t take a Zoom call and I wasn’t getting a pedicure during that Zoom call the entire time. I


Lauren Conaway  38:53

couldn’t do that because my feet are extremely ticklish. And so I always have to forewarn the person giving me a pedicure. I’m like, Look, here’s the deal. It’s not you. It’s not me, or no, it’s me. It’s not you, you’re not hurting me. But I will be laughing and like my feet will be jumping. I’m sorry, I will not kick you in the face, but you’re gonna worry about it. So I can’t do that, but I can definitely get my roots done. Well, so So I want to ask you, we’ve come up upon the human question, and I’m gonna be totally honest. I don’t really have one picked. Okay, all right. I’m going to ask you, would you rather stay in or go out on a Friday night? And then I have a follow up.


Ruth Shrauner  39:36

Oh, that’s so hard. I know. Like what was the week? I don’t know. Is it sunny out? Is it snowing? Overthinker


Lauren Conaway  39:47

It has been it has been a long week, but it hasn’t been like a horrible week. You know, you’ve been busy all throughout the day isn’t I think the weather’s. The weather’s nice. It’s gonna be like fall time weather crisp and cool. Will, what do you think?


Ruth Shrauner  40:01

Okay, I want to do like a happy hour. I wouldn’t do a happy hour on a patio on that Friday. But if I go home, I’m staying home most likely. So like, I gotta get me here. I mean, I am home all the time anyway. But


Lauren Conaway  40:12

let’s pretend you have a favorite place where you like to go for happy hour in the KC area?


Ruth Shrauner  40:18

Yeah. Gosh, I don’t actually do too many happy hours anymore. Oh,


Lauren Conaway  40:23

that allowed way. I mean, you could just be like, Screw it. I’m just staying home. And I would be like, Yeah, that’s fine, too.


Ruth Shrauner  40:30

I don’t I’m not gonna lie. I’m not the person asked that question to not that hip.


Lauren Conaway  40:36

Well, so I feel like well, in you’ve got you’ve got twin babies, right? Four their four. Okay, I remembered. So say they’re four years old. And I imagine that they take up a lot of your time. What did they think of mom’s entrepreneurial journey?


Ruth Shrauner  40:54

You know what I’m annoyed about. So my husband is a veterinarian. Yeah, for some reason, they like No, dad’s a veterinarian, and like, they’re excited about that. But like, they don’t get what I do. And they’re like, what, like, what?


Lauren Conaway  41:06

Someday they will. Someday they’re gonna think it’s the coolest damn thing. And they’re gonna be so impressed by you. But yeah, like you. You tell the little kids out there like entrepreneurs, and they’re like, what’s that are you know?


Ruth Shrauner  41:21

They’re like, I want to be, I want to be a vet, like Daddy, I’m like, cool.


Lauren Conaway  41:26

I don’t change that. Like, I have all the faith in the world. That is, their vocabulary builds, and they start to understand that there’s this thing called business out, leader of all of it, once they understand that they’re going to be on board. Right now. It’s like policemen, veterinarians, and all of those things that are highly recognizable.


Ruth Shrauner  41:46

Yep, that is it is


Lauren Conaway  41:47

Entrepreneur is a little harder to explain. And then get back to me when they’re ready for the founder because that’s gonna be a whole nother thing. Yeah. Yeah.


Ruth Shrauner  41:55

My daughter did tell me she wanted to be a unicorn when she grew up. And I don’t know if you’ve seen the mermaid women, but I’m like, Well, you could be. You could actually chase your dream girl. Go get it.


Lauren Conaway  42:04

I do. From what I alright, I have a very limited understanding of this. But from what I understand, there’s a whole subset of unicorn furries out there. So, you’re not recommending that for your kids? You know, I don’t know. Maybe they, you know, in like, 30 years, maybe that’ll be okay. But there are people who walk and live life as unicorns like it happens.


Ruth Shrauner  42:26

I have to Google after this. Yeah.


Lauren Conaway  42:29

You know what? I feel like that would take you down a dark Google. Like, maybe not. But in any rate, Ruth, thank you so much for taking the time to chat with us on the show.


Ruth Shrauner  42:41

Thank you so much. I’m glad that I can be here.


Lauren Conaway  42:44

Yeah, well, and we are very, very glad that you can be here, dear listeners, and we’re very, very glad that we have the support of Full Scale. If you need to hire software engineers, testers, or leaders, Full Scale can help. They have the people in the platform to help you build and manage a team of experts. When you visit FullScale.io, all you need to do is answer a few questions and then let the platform match you up with fully vetted, highly experienced software engineers, testers, and leaders. Full Scale, they specialize in building long-term teams that work only for you. Learn more when you visit FullScale.io. And friends, we love that you listen to us week after week. We actually get really excited about it. It’s it’s a little sad. But if you want to keep validating us, keep on coming back and listening. Give us your feedback. Tell us what you want us to talk about. Introduce us to new founders whose stories you want to hear. We, this is a show by founders for founders, and we want to hear your feedback. so catch us at StartupHustle.xyz, our website, or you can find us on Facebook, Instagram, and LinkedIn, but reach out never, never hesitate to share your ideas for shows, guests, and all of that good stuff. We definitely want to hear from you. And we want you to keep coming back to listen. Thanks so much, and we will catch you next time.