#33 Finding Your Niche: A Journey in Entrepreneurship and Innovation

In this episode of the InNOLEvation® Mindset Podcast by Jim Moran College of Entrepreneurship, host Jamie Cantone interviews Totu Sativa, a finalist in the InNOLEvation® Challenge. Totu discusses her startup, Highlighter Cosmetics, emphasizing its focus on high-quality neon makeup for niche markets like the rave and music festival communities. She shares her journey through the InNOLEvation® Challenge, from initial application spurred by a friend’s encouragement to becoming a finalist and winning funding. Despite initial doubts and the challenge of presenting her business to judges, Totu emphasizes the growth in confidence she experienced throughout the competition. She plans to use the prize money to work with a chemist on her product formulas, aiming to eventually reach a wider market through strategic partnerships and influencer marketing. Totu’s story is a testament to the power of confidence, passion, and persistence in turning an innovative idea into a potential business success.

00:00 Welcome to the InNOLEvation® Mindset Podcast

00:28 Introducing Totu Sativa: A Journey from Makeup Artist to Entrepreneur

00:42 The Birth of Highlighter Cosmetics: Filling a Gap in the Neon Makeup Market

01:53 Targeting Niche Markets: From Rave Enthusiasts to Art Museums

03:29 Navigating the InNOLE®vation Challenge: A Surprise Journey to the Finals

05:10 The Pitch: Presenting Highlighter Cosmetics to the Judges

09:51 Future Plans: From Formula Development to Market Expansion

14:01 Empowering Advice for Aspiring Entrepreneurs

16:59 Closing Thoughts and Gratitude