So, when I first left the law practice and started this blog (almost 6 months ago), I  experienced a strange surge of energy—one that I cannot seem to replicate again.  I barely slept. I worked on my product, networked 24/7, sought out advisors, researched competitors, researched the market, read up on quora.com to learn Business 101 in a hurry, and I even stayed up late to work on herein blog. 

So, what happened? Why did I ignore this blog?

First of all, as one would expect, I haven’t had alot of free time. The life of someone no longer answering to partners, clients and litigation deadlines is nevertheless filled with….well, deadlines. I answer to my business partners, advisors, and mostly, to myself. 

You should know that before I quit law, I had these fantasies of doing all of the same activities as those sun-kissed rich women, who didn’t have to work for a living. I wanted to leisurely walk around in my yoga outfit, carrying around Starbucks drinks.  They have oodles of time (you know the type I’m talking about!): jogging on the beach, yoga on the beach, biking on the beach…you get the idea. I live in LA so everything is glamorously done by the beach.

I envisioned that I, too, would have their happy glow of sunshine, their flow of warm lattes with soy milk, and their perfect, well-beauty-rested skin.

I thought, This is going to be awesome! I’m going get a great body, get healthy AND build a startup!” 

The truth is that I don’t even start work until 12pm and it’s not because I’m joining those ladies on the beach. I don’t even fall asleep until after 3 or 4 a.m., and these days, it’s 6 a.m.  I literally wake up, walk a few yards to my desk, and immediately start working.

So, what keeps me up at night?

This brings me to the next reason (and probably the real reason) I ignored this blog:

It’s easier to write about your accomplishments in a blog than your challenges.

I knew I had a young, female following of readers (small, but it was still a following nevertheless!) who enjoyed my previous blog entries, where I used references to shopping and fashion as a way to lighten the mood of both the blog and, in some ways, my own life.  Alas, life as a cofounder is not just about trading in my Louboutins or strutting around in a black leather skirt at networking events.

The truth is that I traded in more than just my Louboutins.  

I have traded in security and stability for frequent moments of chaos. This entrepreneurial world is so fast-paced that you literally have to build a new agenda, a new order everyday, while ensuring that your mission and vision remain intact.  I have a whole new appreciation for the term “pivot.” 

I would even say that I have traded in some level of freedom because this is like raising a baby.  My needs come last. Every penny, thought, emotion, energy and love goes into my baby.  There are no weekends. There are no babysitters. I give everything to this baby in hopes that she will not exhibit any of my previous mistakes as a lawyer, seeking affirmation from incorrigible sources.   

I have a real job. I have real partners. I have real investors. I have real people counting on me for direction every day.  

But here’s the hard truth…

My title at the company is “CEO,” but that doesn’t mean sh*t. 

As my boyfriend (also a cofounder that sold his startup this week to AmEx) says, he’s the “COO, cofounder, AND the janitor.” It’s not easy because as cofounders we all struggle with raising capital, pitching to investors, finding programmers, growing traction, and so on.  We do it all and there’s nothing glamorous about the work.

Despite all of these incredible new challenges, I would pick this path over and over again.  This is not me complaining. This is me providing a more candid discussion on life as an ex-lawyer turned entrepreneur.

What about you? Are you bold enough to share your struggles to the public?

I’m at a business lunch today with my partner (male), our IT consultant (male), and our potential programming company leader (male). You get the idea—I’m the only one in a pretty dress and heels. And get this….the three dudes order salads and I order the cheesy, buttery tuna melt alongside french fries!!!! YUMMY!

Following our meal, our server tells us about the sweet, moist bread pudding dessert. Both my tongue and stomach are doing the happy dance!

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“Hey, is anyone getting dessert?”

Ugh. Every guy at the lunch table turned down my  request to share a dessert with me. So, I ask myself whether I should still order dessert when I’m the only girl at the table? 

At that moment, I suddenly felt like I normally do when I’m out with some girls!! Yeah, you know the ones I’m talking about. You wanna chow down on a fatty greasy ass burger and your girlfriend wants to order a salad--and that’s too much for her so she asks for a doggy bag. Bitch! That sort of things always makes me feel fat or guilty despite the fact that I’m actually pretty toned and athletic.

But this scenario was different. I wasn’t eating with a bunch of skinny chicks. I was dining with men who were my business peers…but they were men.  Using my black leather pencil skirt was one thing (typically used to break into an all boys group), but here I was already within the circle of trust. I realized that there are many times that, as a woman, I have to work at trying not to highlight the differences between men and women. 

For example, in a business setting among men, I would never bring up what a wonderful deal I got on Gilt that morning because I beat out the girls on the east coast who usually have first dibs on the good stuff.  Along the same vein, a dude shouldn’t bring up his golf handicap or what’s going with “the game” within a business circle of women. You get the idea.

I thought to myself that if I ordered the bread pudding, I would be so wonderfully distracted by what was happening inside my mouth, that I may not listen as well to the highly technical conversation going on around me. Remember: We were talking about programming, codes, & numbers!! (I went to law school for a reason!!) But worse; I was afraid that I would give off the perception that I did not comprehend the technical conversation….because, believe me, my eyes would be transfixed and glazed over the delightful bread pudding.  Plus, there is a stereotype (or maybe it’s a fact) that women love dessert in a way that most men cannot appreciate, and, again, I didn’t want to draw attention to any differences. 

As you can tell, I must have really wanted bread pudding to be even blogging about it 12 plus hours later. *Sigh* (Will someone please surprise me with bread pudding on my kitchen counter when I get home from my conference late tonight? Or, can someone forward this blog to someone who can make this delivery somehow?)

So, what’s the lesson out of all of this??

Walk into the business world with your black leather pencil skirt but don’t eat the dessert.  After all, how else would you fit into that pencil skirt anyway? LOL Kidding…sort of.  The point is that you want to be bold in exhibiting your unique qualities (“your secret weapon”), but you need to appreciate the culture.

Like most industries, it’s tougher to be a woman in the start up business world.  But seriously, if someone like me (who has no business experience) can do this, anyone with a vision, motivation and good friends can do it!  I quit law and it’s still challenging….but I’m working for the dream that one day, I’m gunna have my bread pudding and eat it too. (Cheesy, but come on! It’s kinda cute!)

I paid exactly $4.03 to buy 1 box of Japanese curry, 3 white potatoes, 2 carrots, and 1 onion. I already had white sticky rice and chicken breast at home. Within an hour, I had piping hot rice and a wonderful batch of homemade chicken curry. So, how does this translate in the start up world?

I lugged over that bucket of curry and rice to a team of programmers and their  leader.  In addition to a crash course on clouds vs. hardware, middle hardware, applications, the legend on how Amazon got to selling servers, and API, I scored a Technology and Web Development Advisor, Joe Hsieh (CoFounder of Sometrics and VisionNexus).

Sure, I can walk into a networking event armed with my undergraduate degree with honors and my JD from a “Top 20” law school. I can also probably throw in some blurb about how I’ve worked in some of the most prestigious government agencies, companies and law firms in the world.  But, nope. I don’t need any of that.

My secret weapon is my black leather pencil skirt.

Classy but BOLD.  Always below the knees.

Why is my black leather pencil skirt my secret weapon? 

Let’s face it. Whether we like to admit it or not, the business world in the US is still mostly run by white men.  I am not great at golf. I don’t smoke cigars. I don’t drink scotch. I don’t know anything going on with “the game” unless the Lakers are in the finals.  (Oh, and every year, I usually know who will be playing the Super Bowl.) So, at times, it’s a bit challenging for young women to break into these all boys’ groups. We, as women, are not invited out for the “back 9,” “twilight,” or whatever and drinks. My secret weapon guarantees breaking down some of those walls that have traditionally excluded women from important dialogue.

Men don’t feel threatened by my black leather pencil skirt.  Unlike networking with other men, men don’t have to prove themselves or show off how big and successful they are in the start up world to the black leather skirt.  So, armed with my weapon, I don’t need an opening line to exhibit my business skills. I don’t even need something very intelligent to say at first. Sad, but true.

In a world of black, brown, and navy slacks, the black leather pencil skirt sends a message: “I am a strong woman who dares to take risks to enhance my position at all times.  I am confident and comfortable in my feminine skin.”  The black leather pencil skirt exhibits the perfect amount of risk that is typically required in the start up world—nothing crazy, but just bold enough to stand out.

In all honesty, your secret weapon could be anything unique about you as a woman.  The things that make us women shouldn’t hinder us from participating in important business dialogue.  I embrace my feminine qualities to my complete advantage. Maybe your secret weapon is story telling talents (Peter Guber says ALL success is based on the story). It could be your cooking skills (throw a networking dinner party).  Your secret weapon might be that you know how to make people feel great about themselves as women are natural supporters (should make it super easy to find a mentor to emulate who will help you enter more all boys’ circles). I want to challenge you to find your secret weapon.

I quit law. I am now free to use any creative means of obtaining empowerment…even a leather skirt.                                 

I set up my start up in 30 days with less money than it cost me to buy my Salvatore Ferragamo Marissa Bag, which I bought years ago for what I thought was preparation for my law firm gig because I wanted to exude a confident, successful lawyer. I think my money has stretched a tad bit further this time.

1. Register your business asap.  Keep all of your business-related receipts and think about tax deductions.  My company is an LLC (cost me $70), which I registered with the State of California. (It takes 5 mins to fill out and you don’t need to pay a lawyer or Legalzoom.)  
2. Hire cheap help asap. While your creative juices are running and you’re out there networking, you won’t have time to do admin work and basic research for your start up. Word of advice: You can’t hire unpaid interns if they are going to do the work in place of what an employee would otherwise do. You have to give school credit and actually teach them stuff. Trust me. I tried. I set up an ad on craigstlist.com and I got a threatening email from the Department of Labor warning me that using labor without paying is a crime. OOPS. I have a friend who got laid off working for me now at $10/hour.
3. Set up a virtual office.  You’re probably working from home, but no one else has to know that!  At Regus, for $100/month, they collect my mail and send it to me (or I can pick up) and even provide conference rooms at an hourly rate. For a lil’ more, they could provide a receptionist.  Regus offices are located all over the country, so as you travel, it may be handy to meet investors and potential customers.
4. Buy domains and set up email addresses.  Using a company email address appears more legit and established. (I chose godaddy.com.)  Also, you have to buy your domain sites early. Notice I said “domains”— PLURAL. Yup, you’ll want to buy even those sites that sound like your company so that your customers are not confused and are always led to your ACTUAL site. I got a little unlucky with one of my domain names. A guy actually owned a domain name, so I had to buy it through his broker. I learned that those prices are negotiable if you keep calling!
5. Create logo & business cards (hire graphic designer).  Don’t hire a company—too expensive. Stick with independent contractors.  Try craigstlist.com and 99designs.com, where you can get a logo for around $300 within a week. I’m actually in love with 99designs.com and quite pissed that I didn’t come up with the business idea first—a contest for graphic designers to enter and you only pay for the logo you want/like. Just to show you a comparison, here are the quotes I got: private company ($2400), independent contractor ($900-$1400), and 99designs ($500). I went with an independent contractor, who threw in the business card design for free. You can ALWAYS negotiate with independent contractors.  
6. Create a “splash page” (graphic designer).  Once you have a logo and business card, or share it on Facebook, people are going to want to look up your new company. Every time someone tries to look it up, that’s free advertising/marketing, so you don’t want to be in situation where you have nothing to show. So, create a “coming soon” splash page with maybe even a one-liner describing your company. It’s not a bad idea to also have an option for the user to submit an email address so they can obtain more information while the site us being built. This means that you’re creating traction before your business is even built.  Price range is $100-$120.
7. Get a non-disclosure agreement (“NDA”).  Basically, it’s an agreement to be signed by anyone that you discuss your start up with so he/she is prohibited from running with your idea.  From a practical standpoint, these things are basically useless, but it doesn’t hurt to have one file (especially if you have kick ass intellectual property). We’ve been told that investors will literally laugh at you and walk out if you ask them to sign an NDA, so use your judgment. For example, we had our graphic designer sign an NDA.
8. Test your market with surveys.  I have discovered surveymonkey.com. It’s basic service is FREE.
9. Become a member of Quora.com.  It’s like a LinkedIn meets Twitter based on interests only. You pose ridiculous questions and experts in that industry actually answer your question. I’m somewhat of an addict to be honest. Plus, you can learn so much from other leading founders of some the best and largest start ups and companies.
10. Get on the email list for Angel networking events.  I find that more than the people you actually meet at these mixers, the panel speakers are a great source of information and advice. These events are typically free or like $20/ticket. 
11. Post an ad for outside consultants on Ivy League school alumni sites.  During the product development phase, you want an expert to help you stay on track to best prepare you to meet Angels or venture capitalists (“VC’s”). They will also be helpful in drafting your business and marketing plans. I found ours by posting an opening on both the Harvard and Stanford alumni pages. This process, of course, is useless if your business idea and model suck, so make sure that you have a good sound idea of what you want to do before considering this route. Average rate is $150-$250. And, REMEMBER: Your first meeting with them is FREE, so go prepared and ask as many questions as possible.
12. Find additional consultants who want to be paid in equity as opposed to money upfront.  In other words, consider bringing additional partners to your starting team who believe in your company and show commitment and offer equity of the company (e.g., stocks).  We just brought in a third partner who loved our business idea and model, understood that we don’t have much capital, and HE offered to be a partner without hourly pay and just wants a bit if equity if/when revenue starts to roll in. Are you kidding me? It is the ideal relationship—but only if you can get along.
13. GET FREE BUSINESS ADVICE EVERY WEEK. When you don’t have a lot of capital and resources, you have to hustle, network, and get out there.  What my partner and I did was plan no less than 3 business meetings a week.  We picked leaders within and outside our industry, because we were also in search of the common denominator of success.  We would prepare no less than 2 hours for a 1 hour interview or meeting with these folks.  And who are they? Candidates we were considering from our consultant position postings, friends, mentors, friends of friends, former employers, former clients, and just about anyone with a brain.

So, after I quit law, I learned that buying a designer bag to carry my wallet and phone did not prepare me for anything that I endured at a law firm. But, for less money than the price of the bag, I could actually begin the first stages of company that will carry so much more value than some cash and credit cards.

I’m that “it” girl…Correction. Was that “it” girl.  I worked at a firm of 500 lawyers. An office on the 53rd floor. I had a secretary who handled my online shopping needs and travel plans. I rocked hot pink patent leather, open toe (gasp!) Louboutin shoes to work.  I strutted my platform YSL’s to Costco. I zoomed around town in my pristine white BMW. I went to the same hair salon in Beverly Hills as Jessica Simpson.  I drank fine wine with almost every meal.

One day, I traded it all in….sort of.

I quit law.  No savings. No back up plan. No rich parents. No sugar daddy. 

So, I still have the same shoes, but here’s what I have left:

1. Dirty Leased BMW (can’t afford car washes!)
2. Extensive credit card and law school debt (I’m no longer in paying off mode but in “trying not to ruin my credit score” mode)
3. Creative fashion pieces (changed from trendy to vintage)
4. Wine fridge (converted into mini-vodka bottles fridge to sneak in drinks in my purse into the clubs—can’t afford cocktails!)
5. $1.50 Cup of Udon’s multiple times a week

Oh, and did I mention? I have been denied unemployment benefits.

I quit law.  Now what do I do?

I decided to create a company that would resolve all of the annoying bullsh*t administrative tasks that attorneys are forced to do on a daily basis. Look, I wanted my top law school degree, nasty attorney life, and long hours of suffering to mean for something.  I wanted my struggles to translate to something bigger than me.

After 20 years of friendship, Jason Yi (former SVP of Finance at uSamp) joined me in building this future empire.  He understands the world of business, finance, raising capital, organization, and employee management. (Well, I do, too, but it has to be drawn out on a board and explained very slowly…over and over again…preferably without numbers.)

Today marks the one-month anniversary of starting my company.

WHAT I ACCOMPLISHED IN 30 DAYS AFTER I QUIT LAW:

1. Formed an LLC with the state of CA.
2. Signed an operating agreement.
3. Signed up for a virtual office.
4. Logo and business cards.
5. Catchy tag line.
6. Purchased domains.
7. Formed vision and mission statements.
8. Hired a web designer.
9. Joe Hsieh of webjoe.com (co-founded Wireless Hotspot, Inc. and Sometrics, Inc.) has graciously offered his pure genius as one of our advisory board members.
10. Jim Brown, a leader and teacher in the business world, has also offered his expertise in preparing business plans and investor pitches. 
11. Welcomed a third partner who was one of the original members of findlaw.com (a real triple threat with a degree from Harvard, Stanford and Georgetown Law).
12. Nearing the end of the initial stages of product development, including timing sequence of product roll outs.
13. Member and addict of quora.com.  Followers: 5.  Following: 58.  Questions: 2.
14. Learned the Gilt and Groupon business models; how to show traction to investors; what is SEO, PPC, PPO, LTV, CPA, UI/UX Analytics, an Angel, retention analysis, viral analytics, and K-Factor; and market segmentation analysis.
15. Teaming up with amazing partners and a welcoming entrepreneurial community….who are my friends.

And all of this I accomplished with basically low (almost nothing) capital.

I quit law.