Selfmade alum and physical therapist Shehla Rooney saw a way to help ease the journey for patients going through knee replacement surgery and recovery. And then COVID-19 hit. As part of our partnership with Office Depot OfficeMax, we are sharing her story of resilience, overcoming crazy challenges to reach her dream, and never giving up.
B + C: What motivated you to start GoKnee? What problem are you trying to solve for your customers?
Shehla: I started GoKnee LLC after trying to help a patient recover after knee replacement surgery. He was in great health before the surgery and had these great expectations for what life would be like after the surgery and with everything considered, he should have recovered well, but he didn't. The only solution that was presented to him was to have another surgery, which he obviously did not want. He was very frustrated and feeling hopeless and was asking why there was not a solution to this problem. As physical therapists who treat knee patients every day, we realized there really wasn't a good solution for this patient who was motivated and compliant, so we created one! Necessity is the mother of invention.
B + C: How has the company evolved since your initial "aha" moment?
Shehla: The company continues to evolve and pivot since its inception. Clinical research was completed in November 2019, patent application was well underway and a salesforce of 30+ independent reps had been secured in 26 states in early 2020, but then COVID-19 hit in March 2020. All elective knee surgeries (total knee replacements are considered elective knee surgeries) were suspended, so GoKnee had no choice but to pivot.
B + C: What other startup challenges have you faced along the way?
Shehla: There have been so many startup challenges, from poorly constructed partnership agreements, poor prototype aesthetics, multiple pricing strategies attempted, website issues and poor marketing strategies. Current challenges are exiting the initial partnership, doing a website rebuild, product relaunch with an updated product appearance, and new marketing strategies.
B + C: How have you started to address these challenges?
Shehla: We overcame these challenges through a robust support system that included mentors, local small businesses, local agencies like SBDC and the Biz Foundry, and by seeking out wisdom and advice from experienced individuals. In addition, we did a lot of research online, listening to podcasts, and participated in Selfmade.
B + C: What would you say are your top successes so far?
Shehla: Top successes would be securing a sales force across the country despite a pandemic that did not permit in-person demonstrations of a new medical device. Another success would be finding a local TikTok influencer that happened to have knee surgery and loved our product. I would say my biggest success was learning from previous failures and finally selecting a marketing person who understands me and my business and what I am trying to accomplish.
B + C: How have you approached marketing your brand and raising awareness?
Shehla: I have done a poor job thus far in marketing my brand. The truth is, I didn't really have a brand until now. I am hoping to do a product re-launch in the next month with all new marketing efforts to increase brand awareness. I am using my knowledge and expertise as a physical therapist with over 24 years of experience to educate and teach, and to create good content to increase brand awareness instead of just trying to sell a new product.
B + C: What was your most valuable takeaway from Selfmade?
Shehla: My biggest takeaway from Selfmade was that I was not alone on this journey; that my struggles were not unique. And that being uncomfortable everyday was ok and may be a sign of growth! One other recurring theme for me from Selfmade was to just do it. Progress over perfection. One day at a time. Small steps equal big changes. Bias toward action. I needed to hear this message loud and clear and I did!
B + C: Who and what inspires you?
Shehla: I am constantly inspired by my patients and their stories and their journey in life that lead them to me. I am inspired by strong but vulnerable and honest women.
B + C: What's one piece of advice you would give to female entrepreneurs on the brink of starting?
Shehla: My advice is to talk to as many women entrepreneurs as possible before getting started so that you know what you are getting into and know what to expect. I don't find entrepreneurship to be the simple cliche of, 'you get to be your own boss' or 'you get flexibility with your work' or 'you get to make a lot of money.' I believe those are falsehoods and are misleading. I think new entrepreneurs should be told the truth, the whole truth and nothing but the truth. And that is, you will work the hardest you have ever worked. You will not have free time. You will struggle with balancing your personal life and your work life. You will not make any significant money for years. And after being told that and they still want to pursue then great, let's tell them all the possibilities...
B + C: What's next for GoKnee?
Shehla: Next for GoKnee LLC is a product re-launch, website re-build and a new social media campaign to increase brand awareness. My business partners and I divorced during Selfmade, so I will be going it alone, which is super scary and exciting at the same time.
B + C: What has receiving the Office Depot OfficeMax scholarship to Selfmade done to help you grow your business?
Shehla: I am forever grateful for the Office Depot OfficeMax scholarship that allowed me to do Selfmade. Selfmade bootcamp gave me so much confidence and validation on what I was doing, why I was doing it, how I should be doing it, things to consider (that I hadn't even thought about) and explained some basic business concepts that I had never heard of, given that I was a physical therapist, not a business major or a serial entrepreneur. Selfmade provided me with a tribe of like-minded women who were supportive not competitive, kind not cut-throat. It felt so good to hear what struggles others were having so I could learn from them, as well as to share my struggles and to receive wisdom and advice and encouragement from women I knew wanted me to succeed. Where else can you get that?!
B + C: How have Office Depot OfficeMax services/products helped you accomplish more in your business?
Shehla: Office Depot OfficeMax is my go-to for printing, promo materials, and office needs.
Thanks Shehla! You can follow Shehla's journey @thegoknee and TheGoKnee.com.
One thing's for sure, entrepreneurs can face many challenges but it's how you handle them that defines success. Let Office Depot OfficeMax help you make it a smoother ride. From signs, posters & banners to promote your business to marketing materials to keep your customers informed, Office Depot OfficeMax offers a full suite of business services & solutions to help you and your business grow. Learn more at Office Depot's Selfmade page.
Want to join the next Selfmade cohort? Check out all of the scholarship details right here.
