The Story Exchange, Danielle Inez, Pink Robin AvenueYour Name: Danielle Inez

Business Name: Pink Robin Avenue, an online event planning and designing service

Type of Business: Arts & Entertainment/Design/E-Commerce

Business Location: Memphis, Tennessee, United States

Reason for starting
The party planning industry needed a makeover. More and more party hosts are jumping online to find awesome ideas for their next baby shower, birthday party, or holiday celebration. Upon finding this great idea, they can hire an overpriced event planner, experiment with time-consuming DIY projects, or settle on generic party supplies from the local store. Now, I’ve developed a new web application that will allow users to be matched with the perfect party theme. From there, users will spend less than one hour in our virtual party room, where our simulator will guide them through selecting nearly 100 options for their party. Then, Pink Robin Avenue will custom design, preassemble, and deliver all of their selections to their doorstep. Pink Robin Avenue is affordable, easy, and original. “Designer Events Delivered.”

How do you define success?
For me, success is a feeling of calm. It’s when I get to sit back, look around, and be proud of the change I’ve created. Even in the midst of my pursuit to [insert a laundry list of personal goals], I often remind myself to 1) stop, 2) reflect, and 3) embrace my successes.

Biggest Success
My biggest success occurred when I was able to identify my biggest weakness. A couple of years ago, I discovered that my “refusal to do SOMEthing” often occurred when I had the biggest opportunities in front of me. I was so overwhelmed by the possibility of failure that I did nothing and failed anyway. Since realizing that, I’ve learned to acknowledge and accept my fear… and act in spite of it.

What is your top challenge and how have you addressed it?
My greatest challenge has been “Information Overload” as I seek to develop Pink Robin Avenue. So many mentors and counselors and peers and friends have provided insight on how things should be done, when they should be done, and who should do them. I take pride in my ability to embrace a little bit of everyone’s advice, but it became overwhelming. One day, I said “This is your venture. This is your vision. You’ve already developed another profitable and successful business. Trust yourself. Map out the path that YOU want to take and seek input from others on YOUR terms.”

Who is your most important role model?
It may sound a bit snooty, but my most important role model is the best version of myself. It’s easy to get wrapped up in another person’s successes and how they accomplished them. However, the truth is that you only know as much of someone else’s story as they want you to know. I’m able to look at my accomplishments and know all of my struggles, all of my sacrifices, and what happens when I give 100%.