Watch Here: https://youtu.be/pVdjC2400Bk

About the Guest(s): Morli Desai is an accomplished entrepreneur and the founder of Amaira Natural Skincare. With an MBA from Wharton and a diverse background that includes working on Wall Street and with Medtronic, Morli embodies a rich blend of analytical prowess and marketing expertise. Influenced by her mother's journey as an immigrant and entrepreneur, she ventured into the world of business acquisition, purchasing an e-commerce company in 2022. Despite facing challenges, Morli remains steadfast in her mission to empower women with natural skincare solutions.

Summary: In this episode of the How2Exit podcast, Ronald Skelton interviews Morli Desai, founder of Amaira Natural Skincare. They discuss her background, the challenges of acquiring an e-commerce business, and strategies for business turnaround. Morli shares insights on balancing values with entrepreneurship and navigating the post-pandemic market, including marketing dynamics and social media strategies.

Key Takeaways:
*Entrepreneurial Journey: Morli's transition from a stable corporate career to an entrepreneur was inspired by her mother's example and solidified by her professional background and education.
*Challenges in Business Acquisition: Post-acquisition challenges included inflated Google Ads costs and declining revenue, which necessitated a significant strategic pivot.
*Marketing Strategies: Adapting to changing cost structures in digital marketing and exploring alternative advertising channels like Meta and micro-influencers.
*Product Line and Customer Base: Amaira Natural Skincare focuses on natural ingredients to address hyperpigmentation and supports a diverse customer base, including men.
*Future Plans: Morli explores potential acquisitions and new strategies to ensure business growth and sustainability.
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Contact Morli on
Linkedin: https://www.linkedin.com/in/morlidesai/
Website: https://amairaskincare.com/
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E226: Morli Desai Discusses Her Journey in Acquiring and Revitalizing a Skincare E-commerce Business

How2Exit: Buy, Don't Build - M&A of Small Businesses