Deanna Ratnikova, founder of The GO Deck. (Credit: Courtesy of The GO Deck)
Her Card Decks Help People Explore Their Urban Backyards
Deanna Ratnikova launched The GO Deck to bring people together, outdoors, and on the move to their cities’ hottest spots.
Like many of us during Covid lockdowns, Deanna Ratnikova took to taking long walks outside. As the San Diego-based entrepreneur explored more of her urban environment, the seeds of an idea were planted: What if she created a card deck that encouraged people to get outside and explore where they live in earnest? Ratnikova toyed around with the idea for almost a year, until a health scare made her realize she would always regret not taking that leap. So, Ratnikova launched The GO Deck, which makes and sells city-centric card decks that help users explore various locales with prompts and ideas for outdoor activities. Ratnikova finds joy in helping others get away from their screens and out into the world to make connections – and memories.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
In both the gift and travel industries, there is no other product designed to introduce people to free-to-visit outdoor spaces within urban environments, while also helping them connect with other people.
Tell us about your biggest success so far.
When my daughter told me she wants to run the business with me when she gets older. She also likes to provide feedback and share me new ideas. Seeing her enthusiasm for what I’m doing, and her desire to be a part of it, is a success for me.
What is your top challenge and how have you addressed it?
The thoughts in my own head can be debilitating at times. When negativity creeps in, I remind myself how fortunate I am that my health issues haven’t turned into anything serious yet – and that I should savor the opportunity I have to pursue this entrepreneurial journey. Regardless of the outcome, this has been an amazing learning experience, and the products have already made a positive impact in my own life.
What is your biggest tip for other startup entrepreneurs?
The biggest lesson in the production process has been to learn proper timing. Things moved forward fairly quickly at the beginning of my start-up journey, with the design proofing and sample print. But once we moved into bulk production, there was significant lead time and shipping delays to grapple with. I now set deadlines in my product development phase to ensure everything arrives on time (for example, in time for the holiday season). I also always ask vendors to send samples before we move into bulk production!
How do you find inspiration on your darkest days?
I remind myself that I would rather die trying than to look back and feel regretful of not giving life my best effort.
What is your go-to song to get motivated on tough days?
In the first few months of the pandemic, the only person I had close interaction with was my daughter (who was 3 at the time). It’s definitely the loneliest I’ve ever been, and the song “Numb” from Elderbrook had just been released. It touched upon feelings of isolation – the very loneliness that spurred me to start walking more, which in turn sparked the idea for my business. Whenever I hear this song, I think of how I hope my cards alleviate those feelings for others.
Who is your most important role model?
As a follower of Christ, I strive to live a life that honors Him and His teachings – though I often fall far short.
Instagram: @thegodeck
Facebook: @theGODeck
YouTube: @theGOdeck
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