Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Toni Liu, founder of Dr. Tooni, located in Albertson, NY, USA.

What's your business, and who are your customers?

Hi there! I'm Dr. Toni ("Dr. Tooni"). I'm a Chinese-American physician, cartoonist, sex educator, and coach. I help Asian women break free from shame and stigma, to reclaim their sensuality, be unapologetically themselves, and live their dream lives of pleasure, joy, and fulfilling relationships!

People who work with me typically come from harsh or rigid backgrounds, such as immigrant or multicultural families. They've had a hard time separating what they want from what others want for them and may have suffered abuse or neglect, leading to them feeling depressed not just in their sexuality but in all areas of their life. They may feel self-conscious about their bodies and their desires or think that something is "wrong" with them. They yearn to express themselves FULLY, love every inch of themselves, live life on their own terms, and thrive in their relationships.

Tell us about yourself

I grew up exactly where my clients were, as a perfectionist, over-achieving people-pleaser. I became a doctor to please my family instead of following my heart to become an artist. My self-esteem was pitiful. I didn't believe I could be an artist, and I was so afraid of losing their love and approval, so I turned myself inside-out. But it all came crashing down when I realized I couldn't sustain a life that wasn't what I truly wanted. I suffered from eating disorders, depression, anxiety, and even was passively suicidal at my lowest point.

However, I am grateful for the winding path I have taken. As a gynecologist and then family physician, I saw so many women who were misinformed about sex or struggled with being themselves. They hid who they were and what they really wanted for the sake of pleasing others or had such low self-esteem from society or family's conditions.

My heart really ached for them, and I wanted to help them in a way I couldn't within the limitations of the medical system, and also in a fun and memorable way, using my art. My childhood dream was to be a cartoonist, and I am now honoring all parts of myself (the healer and the creative) to set an example to others that it is possible to embrace ALL sides of themselves, even the ones that seem to be in conflict with each other.

I'm motivated to get up every day for this mission because I have seen so much suffering and hardship from my work in healthcare and from my own personal journey to find and express my authentic self. I know there are so many others like me who wish they had some guidance, as I wish I had. I hope to save others from the pain I endured and fill this world with more empowered, confident, and joyful women. It's so amazing to see the transformations my clients go through after working together and to see the impact their fullest expression blesses the world with!

What's your biggest accomplishment as a business owner?

Overcoming my natural shy introvertedness and sensitivity to put myself out there, take risks, use my voice, speak my truth, and risk rejection, failure, embarrassment, and further shaming from people who don't understand my mission. Also, finding a way to combine ALL of who I am into my life's purpose and work and to truly be an active creator of my life.

What's one of the hardest things that come with being a business owner?

Staying true to your vision, not giving up, and keeping the momentum going, even when things don't seem to be working or budging. So many of us, including myself, doubt ourselves every step of the way or get discouraged by setbacks, especially if we don't have enough support or resources. Do not depend on external validation (likes, comments, responses, followers, numbers) for your worth and confidence that you are on the right track. Check-in with yourself, and if it lights you up, that is enough to keep going!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. It can take a while for your business to get off the ground, but that doesn't mean it's not working or that you're on the wrong track! Keep going and believing in yourself and your vision--there was a reason this fire was planted in your heart! The world needs you and your unique contribution, no matter what that is. There is a place for you and your gifts, even in times when it's hard to see.
  2. Failures and setbacks are unavoidable, and even good things. It means that you're trying new things and taking chances. You can't get to success without a whole lot of mistakes first, even for the great like Oprah or Beyonce, who seemed to be overnight successes (they weren't!)! So instead of worrying about whether a client will say "yes" or "no," why not try to collect as many "no"s as you can? (The more "no"s you get, the more "yes"s you will get too.) Or try to aim for making NEW mistakes, which means you are growing.
  3. Have fun! If you don't enjoy the process, you probably won't stick with it to the end (also, "the end" is an illusion because our human brains keep creating new things to reach for, and even the most successful people still have days of doubt and fear!) You usually can't have a happy ending to an unhappy journey. Honor yourself and your needs for rest, recharging, or support, even if you need to hire help. There is no right or wrong way to build a business, and you can do it in your own unique style!

Is there anything else you'd like to share?

The world is changing, and it's more possible than ever to create the life you dream of. You DESERVE it. No matter what you've been through, you deserve to be happy, healthy, safe and fulfilled. Trust yourself, even the littlest bits of inspiration or nudges of intuition--you never know where they may lead. The body has wisdom (there are literally neurons in our gut!) and knows what is true for us, even when our minds spin out in confusion.

We are all imperfect, flawed human beings, but that does NOT take away from our value or worthiness. We are all beautiful souls who deserve to be unapologetically ourselves and live our ONE short life the way we truly yearn to!

If anyone wants to chat with me for support, ideas, or collaborations, they can book a call here: https://bit.ly/drtoonichat

Where can people find you and your business?

Website: https://drtooni.com/
Facebook: https://www.facebook.com/DrTooni
Instagram: https://www.instagram.com/DrTooni/
LinkedIn: https://www.linkedin.com/in/toni-liu-md-a8019996/

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.