I got the chance to speak with Katie Diasti, co-founder and CEO of Viv, about what she’s working on at her startup, and any advice she has for emerging entrepreneurs.
Startup Spotlight: Viv
Viv founder Katie Diasti.
Problem: The period care purchasing experience is outdated and the products themselves are unsustainable. There's a lot of plastic and harsh chemicals in traditional period care products that exist today.
Market: Our customers are all menstruators that want to reduce their impact on the Earth while having the ease of buying their products online.
Solution: Viv is an earth-friendly direct to consumer period care brand providing biodegradable products made of the innovative material of bamboo fiber.
Team: I started Viv out of a class project at Boston College during my senior year and never stopped working on it. Recently, a good friend & startup-lover Isabelle Sarrafzadeh joined full-time as Head of Business Development.
Recent Success:
Diasti: We have created really loyal returning customers due to love of the product and email marketing techniques. We work to always use inclusive language when talking about the period care space and have experienced praise and appreciation for doing so. We’ve also been getting involved with the community and nonprofits in the period equity space. During the height of COVID in March, we created a campaign that donated over 4,000 pads to shelters in need in just 4 days.
Recent Struggle:
Diasti: Our products often take education due to the lack of transparency that has existed in the past around these products. Many menstruators don’t know how much plastic and toxins are really in their products, so working to educate while selling has been more complex to navigate. To combat this, we are understanding the age where our customers change their purchasing decisions and begin to make more ethical shopping choices. Creating clear and concise messaging for a rather complicated and often taboo topic has been a hurdle.
Founder Advice:
Diasti: Early customers care about the team and founders, as well as the product itself, so you should always embody your brand values. They also notice the little things. The handwritten notes, extra stickers, and follow up emails truly go a long way. Also, being an entrepreneur can be a long and lonely journey, surround yourself with other entrepreneurs in similar fields and cheer each other on!
Three Cool Founders You Should Know About:
Diasti: Here are three founders you should check out next!
Sarah Greisdrof, Founder of Holdette: Holdette sells suits with real pockets for women.
Ameet Kallarackal, Founder of Fisherman: Fisherman provides website customization for restaurants & small businesses.
Emma Butler, Founder of Intimately.co: Intimately.co sells lingerie and underwear for women with disabilities.
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