This week we talk to Karina Nagel, the entrepreneur behind Ecom Co., a company that provides entrepreneurs – and, especially, female entrepreneurs – with comprehensive support and coaching in areas such as marketing and operations so they can attain growth for their businesses. In establishing the venture, Karina drew from her experiences as an entrepreneur and a mother as part of her mission to see more female entrepreneurs achieve success.
ISB: How did you get your start as an entrepreneur?
KN: Becoming a mum sparked my entrepreneurial journey. Though I had a successful career beforehand, I craved a challenge after giving birth. Luckily, I had extended maternity leave, and by the sixth week, I was eager to put my skills to use. Recognising a gap in the market, I launched my first product-based business which I sold in 2023. My prior experience managing relationships with small businesses as a bank manager fueled my admiration for entrepreneurs. I was fascinated by their risk-taking spirit and rapid growth potential. Witnessing their successes and failures firsthand provided valuable insights that I later applied to my own ventures and shared with others over the years. Ecom Co. emerged organically following the successful exit from my previous venture. Client referrals and the growing buzz within the small-business community fueled the company’s initial growth, attracting passionate entrepreneurs seeking guidance and support.
ISB: What motivated you to set up a venture that supports female entrepreneurs?
KN: My passion to support female entrepreneurs stems from my own experience as a working mother. I understand the challenges of juggling family and career, and I wanted to create a solution that empowers women to achieve both their personal and professional goals. Furthermore, my background in banking exposed me to the financial literacy gap faced by many small businesses, particularly those led by women. I believe that financial education is crucial for entrepreneurial success, and I’m committed to providing the resources and guidance necessary to bridge this gap.
ISB: What makes Ecom Co. unique among the other business support service providers?
KN: Ecom Co. differentiates itself by combining organisational coaching, financial literacy, digital marketing, and eCommerce growth consulting into a holistic approach. This empowers clients to make informed decisions, navigate challenges, and achieve sustainable growth. We go beyond cookie-cutter solutions, tailoring strategies to each unique business while nurturing a supportive community that champions entrepreneurial mindsets and celebrates individual wins.
ISB: What is the biggest challenge you faced with Ecom Co. and how were you able to overcome it?
KN: The biggest challenge I initially faced was managing client expectations. Some clients anticipated immediate viral success, unaware of the iterative testing and optimisation required for sustainable growth. I’ve addressed this by setting clear expectations upfront, nurturing open communication, and educating clients on the process. This transparency has led to not only better client understanding but also ultimately better results, as we can now focus on strategies that deliver long-term success. I’m now fortunate to collaborate with amazing clients who value my expertise and appreciate my realistic approach.
ISB: What is your vision for Ecom Co. in the next couple of years?
KN: My vision for Ecom Co. is twofold:
1) Empowering small businesses: I want to help small businesses gain a deeper understanding of their finances, cashflow, and how these metrics inform their business strategy and marketing efforts. This financial literacy will be crucial for their sustainable growth. Assist in creating their own business ecosystem that includes marketing campaigns. I’ll do this by scaling out my client base, creating workshops and resources to educate and mentor them.
And 2) Bridging the knowledge gap: Leveraging my experience in the banking sector, I am working on something exciting that will fuse everything you know about small business and finance. Something that the larger banks simply cannot create due to their infrastructure. We are still in the early stages of development. Watch this space!
ISB: What is the most important lesson do you think aspiring female entrepreneurs should take to heart?
KN: The most important lesson for aspiring female entrepreneurs is to embrace the spirit of “fail fast, fail often, but fail forward”. Every challenge is an opportunity to learn and refine your approach. While passion is essential, prioritise understanding your financials and key metrics to make data-driven decisions. Seek guidance from mentors or coaches who can share their experience and expertise which will ultimately get you there faster.
