Kayla Houlihan, founder of Tribe Skincare, shares how she turned a $20k initial investment into millions of dollars of revenue in just a few short months, why after three years she’s decided to shift her attention away from building the ‘business’ towards building the ‘brand’, and how getting clear on her customer value proposition transformed her business’s growth.   You’ll learn:   Why Kayla spent her initial $20k solely on product development and stock  How she launched with 4 trial products and an Instagram audience of 1k followers  How she expanded her range to over 15 products in just a few short years   How she tackled a recent project to bring down her COGS  How she used Facebook Group marketing to rapidly grow her social media following to ~60k Instagram followers and 140k Tiktok followers, as well as which of these platforms converts to sales  Why she’s decided not to pursue international expansion right now, despite there being a huge demand from customers  Why she’s now investing in her brand, to get her messaging, communication and visual identity right   Find us at www.ladybrains.com.au   Follow us on Instagram @lady.brains  Chat to us in the Facebook group, the lady-brains clubhouse  See omnystudio.com/listener for privacy information.