The Art of the Pivot for Emerging Businesses by Nancey Flowers

Nancey Harris is the Co-founder and COO of Vontélle Eyewear, which celebrates cultural diversity through fashion, fit, and function. Formerly a sales executive at Paramount and BLACK ENTERPRISE, she is a Goldman Sachs 10k Small Businesses Program ambassador, Delta Sigma Theta Sorority member, and advocate for her son with Down Syndrome.

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When Tracy and I first launched Vontélle Eyewear, we had grand dreams of breaking the internet. We envisioned our brand going viral and capturing widespread attention. However, we quickly realized that achieving such a feat is far easier said than done, especially when you're not a well-known celebrity. From October to December 2020, we made about $7,500 and we were over the moon. For us, that initial success wasn't just about the numbers; it was about being taken seriously in the marketplace and proving that we were filling a significant gap—not only by bringing beautiful patterns to the eyewear industry but also by offering better-fitting frames for African Americans and Hispanics.

Initially, we measured our success primarily by sales figures, and we noticed a direct correlation between editorial features and sales spikes. Each time an article was published about Vontélle, our sales would jump. This response prompted us to engage more deeply with our customers, leveraging social media and attending events like vision expos and pop-ups. To our surprise, we began hearing from Asian, East Indian, and Caucasian customers who also struggled to find glasses that fit their faces well. Reality struck: our better fit wasn’t just for African Americans and Hispanics. We were serving a broader market of people with larger faces who love art, patterns, and colors. As a result, our measure of success began to evolve.

"I am not a product of my circumstances. I am a product of my decisions." -- Stephen Covey

Embracing Change

Our new measurement of success became: How can we reach more clients who face the same challenges? Initially, our goal was to sell directly to consumers through our website. However, it soon became clear that we needed to pivot. We shifted our focus to selling to opticians and optometrists because they had our customers in their chairs. This pivot provided us with a steady income stream, and we are now selling to independent optical stores in major cities across the U.S., including partnerships with Wisconsin Vision, SAKS online, SAM’S Clubs, and more. Vontélle also collaborated with National Vision, Inc., the nation’s second-largest optical retailer, to create a special curated collection available in over 900 America’s Best Contacts & Eyeglasses retail locations—marking the first nationwide retail availability for Vontélle frames.

Lessons Learned

Don’t be afraid to pivot, adjust, and change: Listen to all feedback, but you don’t have to take all suggestions. We launched Vontélle during the pandemic, which was a bold move, but we managed to thrive and are now moving full speed ahead.

Moving Forward

Our journey has taught us that success often requires flexibility and a willingness to adapt. By listening to our customers and recognizing a broader market need, we’ve been able to pivot our business model and continue to grow. So, if you’re a small business owner facing challenges, remember: the art of the pivot can be your key to success.

Mastering the Art of the Pivot

In the dynamic world of business, adaptability is more than just a skill—it's a survival mechanism. For emerging businesses, the ability to pivot when circumstances change or when initial strategies don’t pan out is crucial to long-term success. The art of the pivot is not just about making quick decisions; it’s about making informed, strategic shifts that can turn potential failures into opportunities for growth.

Understanding the Pivot

A pivot is a fundamental change to a business’s strategy, usually in response to feedback, market changes, or performance data. It's not a random shift but a calculated move that requires a deep understanding of your business, market, and customer base. The pivot could involve altering the product offering, changing the target market, adjusting the revenue model, or even rebranding.

For emerging businesses, pivots are often necessary because initial assumptions about the market or customer needs may prove incorrect. The willingness to pivot shows that a business is responsive to reality and committed to finding the path to success, even if it means deviating from the original plan.

"Waiting for perfect is never as smart as making progress." -- Seth Godin

Recognizing the Need for a Pivot

The decision to pivot should be driven by data and insights rather than panic or impulse. Here are some signs that it might be time to consider a pivot:

1. Stagnant Growth: If your business isn't growing despite your best efforts, it might be a sign that your current strategy isn’t resonating with your target market.

2. Customer Feedback: Negative feedback or a lack of enthusiasm from your customers can indicate that your product or service isn't meeting their needs.

3. Market Shifts: Changes in the market, such as new competitors, shifts in consumer behavior, or economic downturns, can necessitate a pivot to stay relevant.

4. Financial Pressure: If you're consistently struggling to meet financial goals, it may be a sign that your revenue model needs to be re-evaluated.

5. Vision Mismatch: Sometimes, as your business evolves, you might realize that your original vision no longer aligns with your goals or the market reality.

Types of Pivots

Pivots can take many forms depending on the nature of the problem you’re facing. Here are a few common types:

1. Product Pivot: Changing the product or service you offer to better meet customer needs. For instance, a company might pivot from selling physical products to offering digital services.

2. Market Pivot: Shifting your target market. You might find that your product appeals to a different demographic or industry than you initially targeted.

3. Revenue Model Pivot: Changing how you generate revenue—such as moving from a one-time purchase model to a subscription service—can sometimes be the key to profitability.

4. Technology Pivot: Adopting new technology or switching your platform can better support your business goals.

5. Brand Pivot: Rebranding can help align your business with your target market or adjust to changes in market perception.

Success Stories

Many successful companies have executed pivots that transformed their businesses. For example, Initially, SheaMoisture focused on soap and shea butter products, but over time, they expanded their range to include a variety of body and hair care products. Today, they are a multi-billion dollar business, well-known for their shampoos, conditioners, and body washes, among other personal care items. Similarly, Netflix transitioned from DVD rentals to streaming services, a move that turned it into a global entertainment giant. These examples show that a well-executed pivot can be the difference between stagnation and success.

Conclusion

The art of the pivot is a vital skill for any emerging business. It requires courage, foresight, and a willingness to embrace change. By recognizing the signs that a pivot is needed, carefully planning your strategy, and executing with precision, you can navigate your business through challenges and position it for long-term success. Remember, a pivot is not a sign of failure; it’s an opportunity to realign your business with success.

Learn more about Nancey at www.vontelleeyewear.com Instagram: @vontelleeyewear