Kathryn Cross @ Anja Health, The Beyond Beauty Podcast by Dillie

In this episode of the Beyond Beauty podcast, we interview Kathryn Cross, founder of Anja Health, about her entrepreneurial journey and the stem cell banking industry. Kathryn shares how Anja Health assists expectant parents in preserving stem cells from umbilical cords and placentas, inspired by her brother's medical needs. We discuss Anja Health's marketing strategies, competition, and customer service approach. Kathryn talks about her background, the importance of mentorship, and the value of setting personal and business goals, including learning to solve a Rubik's cube and improving her health and data analytics skills. She advises aspiring entrepreneurs to start simple and focus on creating small daily wins to avoid burnout. Kathryn emphasizes the importance of grit and adaptability for founders, even when considering pivoting. The episode ends with Kathryn sharing where to find more information about Anja Health across various social media platforms and their podcast.
About Kathryn:
Kathryn Cross is the founder of Anja Health, which she founded in memory of her brother, Andrew, who had cerebral palsy. Kathryn has cultivated a pregnancy and cord blood banking community on TikTok as @kathrynanja, where she raises awareness about the importance of cord blood banking and other issues related to pregnancy. Originally from Los Angeles, Kathryn graduated from Wellesley, where she received a B.A. in Media Arts & Sciences and Economics.
Timestamps:
The journey of Anja Health (00:00:04)
Kathryn shares the founding story of Anja Health and how it helps parents preserve stem cells from umbilical cords and placenta.
Marketing and outreach strategies (00:02:14)
Kathryn discusses how Anja Health utilizes social media, podcasting, and partnerships with healthcare providers to reach potential clients.
Development of stem cell banking technology (00:02:42)
Kathryn explains the history of stem cell banking and its increasing popularity over the past 30 years.
Differentiation and mission of Anja Health (00:03:27)
Kathryn discusses how Anja Health sets itself apart through personalized service, affordable pricing, and manual processing in the lab.
Educational component and background (00:04:54)
Kathryn's background in digital design and marketing, and the importance of educating both healthcare workers and parents about the benefits of stem cell banking.
Transition to entrepreneurship (00:06:27)
Kathryn's journey from founding a consultancy during the pandemic to starting Anja Health after a family tragedy.
Delegating and building a team (00:08:57)
Kathryn emphasizes the importance of delegation and building a team to efficiently scale the business.
Learning from mistakes and fortunate outcomes (00:11:00)
Kathryn reflects on the positive outcomes of challenges faced, including the impact of living in a co-living space for founders.
Impact of mentorship and community (00:13:37)
Kathryn highlights the role of investors, the founder community, and Y Combinator in providing valuable advice and resources.
Y Combinator experience (00:14:53)
Kathryn recommends Y Combinator for its wealth of knowledge, resources, and concise communication, and shares insights into the application process.
Launching vs. scaling a business (00:16:50)
Kathryn discusses the differences between launching and scaling a business, emphasizing the need for user feedback and data-driven strategies during the scaling phase.
Marketing strategy and testing (00:19:01)
Kathryn emphasizes the role of experimentation and data analytics in Anja Health's marketing strategy, as well as the importance of staying informed about industry trends.
Personal and Health Goals (00:20:32)
Kathryn discusses her personal goal of learning to solve a Rubik's cube and her health goals related to sleep and exercise.
Advice for Aspiring Entrepreneurs (00:21:57)
Kathryn shares advice for aspiring entrepreneurs, emphasizing the importance of starting a business and creating small wins daily.
Overcoming Challenges and Experimentation (00:23:59)
The conversation centers around the challenges of experimentation, the importance of grit for founders, and knowing when to pivot in business.
Promoting Anja Health and Resources (00:25:27)
Kathryn provides information on how to connect with Anja Health through various social media platforms and the company's website.
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