演员兼企业家杰西卡•阿尔芭谈名人融资

    如何进行品牌营销？

    我获得了免费的市场营销。我与媒体的关系一直不错。我已经上过七八次《今夜秀》（The Tonight Show）或《艾伦秀》（Ellen Show），能与媒体保持良好关系确实是好事，这种关系为我节省了大量成本。

    在诚实公司和你的演艺事业与家庭之间，你如何实现平衡？

    我无法达到完美的平衡，我也不确定自己是否做得足够好。我的大多数时间都在办公室里度过，但对我来说，孩子的健康快乐永远是最重要的。我与商业伙伴谈论过我需要对孩子承担的责任。我要参加董事会议和各种其他形式的会议。通过电子邮件，我依旧可以参与到设计过程当中，而且有了Dropbox，分享文件变得容易得多。我还可以通过这种方式参与产品开发。

    一边运营一家公司，一边拍摄电影，那是一种什么样的感觉？

    我拍摄过一部电影叫《罪恶之城》（Sin City）。你可能在5个月内只需要拍摄6天，仅此而已。拍电影花费的时间并不是很多。我可以拿出一周时间来拍摄，然后回到公司。拍电影并不像电视剧一样耗时很久，拍电视剧的时候，你可能要每周5天、每天14个小时在片场拍摄，而且这样的状态可能要持续10个半月。实际上，你很难实现两者的平衡，有时候我会觉得有一点疯狂。

    人们对你和你的公司最大的误解之一是什么？

    人们认为我们是一家婴儿用品公司。实际上，我们是一家生活方式公司，我们关注的是如何健康生活。许多媒体之所以认为我们是一家婴儿用品公司，是因为我们出售纸尿裤和柔湿巾，但事实上我们正在增加针对成年人的产品。

    将公司变成一个生活方式品牌，是你最近一轮融资的目标之一吗？

    当然。我们希望涉足美容护肤行业，家居也是我们的目标之一。我们正在研究扩建平台，以及如何以更实惠的价格生产各种类别的产品。我们也在考虑海外扩张，并计划进入中国和欧洲市场。

    在创建诚实公司的过程中，你得到的最好建议是什么？

    如果你即将面临失败，不妨迅速了结，然后继续前进。从失败中总结教训，然后继续前进。一路走来，我们也遭遇过许多次失败。我们的网站刚上线时，甚至没有进行测试。在前一两个月，网站甚至都不能提供订单修改的功能。消费者一旦下订单便无法更改订单，如果不喜欢可以全额退款。我们从错误中不断学习总结。幸运的是，到现在为止，还没有我们学不会的东西，我们正在学习中不断成长、进步。（财富中文网）

    译者：刘进龙/汪皓

    What about when it comes to marketing the brand?

    I get free marketing. I have an authentic relationship with media. When I go onThe Tonight Show or Ellen or some other show, I have already been on there seven or eight times so it is nice to be able to have that relationship with media and I do have that connections so it has saved on costs.

    How do you juggle Honest Co. with your acting career and your family?

    It’s an imperfect balance and I am not sure if I do it very well. I spend most of my time at the office, but my kids’ health and well-being is my priority. I talk to my [business] partners about my responsibility with my children. I have worked around board meetings and conferences. With email, I am still involved in the process of design and it is easy to share files with Dropbox. I can still work on product development that way.

    What’s it like to shoot a movie while running a company?

    I have a movie out now called Sin City. You shoot it for six days over five months. That is all it took. Movies don’t really take that much time. I can go for a week and come back. It is really not time-consuming like a television show where you are on set 14 hours a day, five days a week for ten-and-a-half months. It is a difficult balance and I feel a bit crazy sometimes.

    What is one of the biggest misconceptions people have about you and the company?

    People think we are a baby company. We are a lifestyle company and it is about living a healthy life. A lot of journalists think we are a baby company just because we sell diapers and wipes, but we are really expanding into categories that are really adult focused.

    Is turning the company into a lifestyle brand one of your goals with the latest round of funding?

    Definitely. We want to get into beauty and skin care and we are also looking into home. We are exploring building out our deck and thinking about how we can build these products in an affordable price points in all these categories. We are also thinking about international expansion and going into China and Europe.

    What’s the best advice you got along the way when building Honest Co.?

    If you are going to fail, fail fast and move on. Learn from your failures and move on. There are several failures that we had along the way. We didn’t even test our website when we launched. We didn’t have the technology to really change orders in the first month or two. What you got is what you got, if you didn’t like it you got a full refund. We learned through our mistakes. Luckily, there hasn’t been anything that we haven’t been able to learn and move and grow from.