Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Tabitha Cain, Co-Owner of Still Water Floatation, located in Roanoke, VA, USA.

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

We are Still Water Floatation, a deprivation float tank center that offers contrast therapy (inferred sauna and cold plunge tub) or our sauna-only option. Both saunas feature red light therapy. Our customers come to see us for a variety of reasons. Anyone suffering from muscle or joint ailments finds decreased pain and increased mobility. Folks with anxiety, depression, or PTSD find the peaceful environment a great way to relax and unwind. Those looking for a way to connect deeper find our space the perfect place to meditate.

Tell us about yourself

As a female business owner for over 15 years, I found the businesses I was in not satisfying. When the business plan for the floatation business came in front of me, I passed at first. But after trying it a few times, I was hooked. It is the perfect way to offer a service to the community that is both helpful and healing. It is the perfect way to give back to a community that has helped me grow other businesses in the past. It's also a perfect extension and complement to my energy healing business.

What's your biggest accomplishment as a business owner?

This business was literally built from the ground up by my business partner and myself. From the 200 sheets of drywall in the float center to the dry-stacked stone walls in the lobby, it was built with heart and intention that it be a safe place for people to come do their own healing, be it mental or emotional or physical.

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

In today's world, finding employees who love your business and are willing to serve your customers how you would like them to be taken care of is one of the most difficult things. When you put the time and energy into building a business from the ground up, you love it like a child, and you don't want just anyone taking care of it.

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

If you are thinking about starting your own business, here are a few things to consider. One, being passionate about something isn't enough. More businesses fail, not because they aren't great ideas, but because people don't know how to run/manage them. Two, take the time to create a business plan. If you don't know how to do this, invest in getting help to create one, it will be money well spent. Three, DO NOT co-mingle funds!! You will never get a true idea of your cash flow, have money left for the slow times and unexpected expenses that will arise, and it opens you up to personal liabilities should there be a legal dispute. Pay yourself a salary and re-invest in your business (or save) the rest.

Where can people find you and your business?


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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