Interested in starting your own entrepreneurial journey in personal development but unsure what to expect? Then read up on our interview with Shelby Kretz, Founder of Little Justice Leaders, located in Toledo, OH, USA.
What's your business, and who are your customers?
Little Justice Leaders helps teach elementary school students about social justice. Our monthly subscription kit provides elementary school parents and teachers with curated resources addressing social justice topics.
Each month, they receive a learning kit that covers a different social justice theme (like anti-racism, gender identity, environmental sustainability, or voter suppression) through lesson plans, books, activities, and other resources.
Tell us about yourself
Throughout the 2016 election cycle, many parents and educators were unsettled about what messages their children might be hearing on the news, in the media, and at school.
I’d been working in schools for years, so I spent a lot of time with educators and parents. I was repeatedly hearing this concern from parents and teachers – how can I talk to my kids about this? They hear these negative messages, and I don’t know what to say. I don’t know enough about this topic. I don’t know how to make it appropriate for their age.
The pressing topics on the news didn’t slow down. I continued to hear this concern, and many caregivers and educators were coming to the same solution: I don’t know what to say, so I’m not saying anything.
This worried me. Kids heard these messages whether they liked it or not. When parents and teachers go silent on topics that are so relevant, the message to kids is that the subject is taboo. And taboo subjects for kids are rife with misinformation, confusion, and fear.
I knew this needed to be fixed for a few reasons. First, kids were getting the information either way, so educators and parents should be involved in framing the story age-appropriate. Second, kids have an innate desire for fairness and help. This was an excellent opportunity to engage them in learning more about what is happening in the world around them. And third, some kids didn’t have the choice to opt-out of these hard conversations. When some kids have to deal with the harsh realities of racism or transphobia, or Islamophobia firsthand, all kids can handle learning about it.
Just as importantly: Kids grow up to be adults. Adults who become teachers, engineers, business leaders, professors, movie directors, doctors, artists, and police officers. Adults who have real influence and power, and privilege. Adults either help maintain unjust systems of oppression or actively work to dismantle them.
I knew I had to do something to help educate and empower kids to become positive changemakers. I knew it had to be ongoing because there were so many topics to cover, and the work was never done. So, I had the idea of a subscription learning kit because it could be ongoing, provide all the resources adults needed, and be something fun that families and classrooms could look forward to each month.
What's your biggest accomplishment as a business owner?
My greatest accomplishment is that we’ve made an incredible community impact. I am most proud when I get messages like these:
- My daughter has been getting her Little Justice Leader box for YEARS now and has never had a box she didn't love! She loves being a little justice leader. She is proud to be informed and aware of what is happening in our world… We LOVE it!
- These materials provide active ways for teachers and parents to engage young people in discussions that are often overlooked or avoided in traditional classrooms. The best subscription box for teachers ever. These are the best materials I have ever received for my classroom!
- My kids and I look forward to this every month! Each theme is thoughtfully chosen and mindfully explained. Kids feel real empowerment and part of a solution. This one gives me hope for the future.
Adults tell me how impactful this would have been for them as a kid. I genuinely feel we are impacting this world, which makes me incredibly proud.
What's one of the hardest things that come with being a business owner?
There can be constant, overwhelming pressure to produce value all the time. You may feel like if you're not being productive at all times, your business won't succeed.
It can feel like the pressure to do everything is on your shoulders at all times, and it can feel impossible to relax because you're constantly thinking about your business. If you have this issue, remember that taking breaks and caring for yourself is suitable for your business!
What are the top tips you'd give to anyone looking to start, run and grow a business today?
First, focus on one platform and use it well. I see many entrepreneurs trying to be everywhere, but that dilutes your message and reach unless you have a ton of time and money to put into each platform you're using. We focused on Instagram because I was familiar with it and knew my target market was there. We've created meaningful connections and trust with our audience by giving away free content as much as possible. This has to be genuine - it shows if you're doing something to make money.
I was creating this content because I genuinely wanted everyone to access it. I hoped they would also subscribe if they found it helpful. We have built a solid community on Instagram. That said, be sure you're always directing people back to your site and email list. It's hard to sell directly from a social media site. I see so many new founders trying to do this. Instead, use your social media or other platforms to make real connections and direct people to learn more from your website. Get them onto your email list, and then you can build a relationship with them. Remember that focusing on one platform only works initially, as you'll eventually have to expand.
Second, connect with a social mission. While this may not apply to everyone, most new businesses can click on some social mission. That might be a partnership with a local non-profit, a specific product line, donating a certain percentage of profits to a cause you love, offering free or reduced-cost services to those in need, or something else that aligns well with your brand.
It may seem counterintuitive because you’re adding more work and potentially more expenses. Still, people love to get behind a social mission. Everyone wants to help contribute to a great cause, so give them something to be excited about! This only works if it’s authentic and you genuinely care about the work. But if you do, it’s a great way to make an impact and grow your community simultaneously.
And finally, maybe most importantly, do something you love and enjoy!
Where can people find you and your business?
Website: https://littlejusticeleaders.com/
Instagram: https://www.instagram.com/littlejusticeleaders/
Facebook: https://www.facebook.com/littlejusticeleaders/
Twitter: https://twitter.com/justiceleaders
LinkedIn: https://www.linkedin.com/company/little-justice-leaders/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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