Name: Heidi Yi
Life Motto: Honesty is the best policy
Entrepreneurial Achievement: Mineral Makeup by Heidi Yi and self-published author of two books
Fave Heidi Yi product: Mineral Foundation “I use MF7 Warm beige which is also our best seller.”
Advice for budding entrepreneurs:
“Follow your heart and follow your dreams, do what your heart is telling you. Do something that you are passionate about and enjoy. In my opinion success does not always equate to having a huge business, global empire or having a few shops but it’s about sense of achievement and self-accomplishment. It’s about doing whatever that makes you happy and still make a living.”
Starting her career as a makeup artist in QLD back in 1997, Heidi Yi specialised in wedding and professional photography makeup, transforming women from beautiful to wowser!!! An award winning makeup artist Heidi contributed to numerous magazines and won awards across QLD and then later NSW and after ten years of helping women look their best on their special day, Heidi decided to take her experience to the next level.
“In 2007 an opportunity came up to write my own book on ‘how to’ make-up which also inspired me to have my own range of mineral make up,” says Heidi.
In October 2007 Heidi Yi Makeup was born and she hasn’t looked back since establishing this successful venture, which operates as an online venture.
“At the moment I have my business functioning as a part-time concern, however when establishing the business I was in the fortunate position to be able to focus on it fulltime,” says Heidi. “As the mineral makeup is mostly an online business it doesn’t require much supervision but I am constantly working on increasing traffic and loyalty.”
Heidi achieves this loyalty and traffic increases with a number of tactics including still transforming brides in Sydney on weekends and doing around ten trade shows per year including Newcastle, Melbourne, Wollongong, Sydney, Gold Coast and Brisbane. Her bubbly personality allows her to be at ease when networking with new and old contacts and she keeps her business busy by taking advantage of the peak seasons.
“My business can be seasonal, for example wedding makeups bookings are peak in summer compared to winter, explains Heidi. “I keep myself busy by attending networking meetings to meet people to find business opportunities such as sponsorships and also to keep the name out there.”
One of the best business networks that has assisted Heidi throughout her business venture has been their Bartercard network. It is through careful planning that she is efficient in making her business work for her.
“Although I don’t have large overheads such as rent and wages or liabilities, there are still fixed costs that I need to cover to operate the business. In quiet times I tend to focus on planning and working on the business to improve cash flow for the ‘troughs’ in the future.
So how does someone who runs a successful online mineral makeup line, has self-published two books and still finds time to sponsor car racing teams ad attend trade shows find balance across her life?
“I try to take at least one day of a week when I can…because I sometimes work weekends I take weekdays off. I try not to over commit by booking myself out as I don’t want to burn out.”
Another tactic Heidi uses to ensure she has balance is to allocate others to look after other areas of her business so that she is not covering all bases solely on her own and can focus on the areas of business networking that she is best at.
“I do have many people behind my business. I outsource to a bookkeeper, accountant, solicitor, graphic designer, copywriter, IT and web Developer.”
The ability to see where other experts can assist her is also what allowed Heidi to launch her makeup range effectively.
“I outsourced a graphic designer to help me come up with product labels, names for each product and product codes to fit the branding. I could have attempted to do them myself to cut costs but it would have taken me long time as I have no clue when it comes to design and artwork.”
Despite being more practical and business-oriented Heidi took a risk to expand her experience by adding self-published author to her growing list of achievements.
“I am not much of a writer…I have great skills in doing the makeup as opposed to being a trainer or a teacher, says Heidi. “But then I thought of writing a makeup book which outlines all the experiences and skills that I have learnt over the years working as a makeup artist. That way people can read and follow my tips and tricks.”
With five years of experience behind her as the face of a mineral makeup range, Heidi has learnt a thing or two along her journey that she wished she had of known before she began.
“I have learnt to shop around before committing myself to anything because I can get better deals from many other sources. Don’t sign anything until ready, doesn’t matter how much pressure you receive from sales reps to get you to buy their products or services.”
The biggest thing Heidi has learnt is who should be at the helm of her business. “While I am happy to take business advice from trusted consultants, I now know that everyone is just trying to make a buck, and the only person that knows what is right for my business and the direction I want it to head, is me.