Career Pivot: Erica Buyalos
I Can See Clearly Now
I first met Erica Buyalos when she started pestering me for a job. Just kidding about the pestering, as she was professionally persistent more than anything in selling herself and her fit with my company, Oliver Russell.
Erica worked with me for most of a year when one day she walked into my office and said she was leaving to pivot her career and devote her full-time energies to her fledgling startup, Blue Planet Optics. I asked her how she was going to support herself, and she said she’d saved up enough money to live for 2 years – and this in her early 20s. I was impressed with her moxie and that she could see her path so clearly!
Blue Planet Optics is an e-commerce seller of contact lenses. As a public benefit corporation, Erica’s company has a strong commitment to sustainability by minimizing plastics – check out her “See It Again” upcycling program. And for every box of contact lenses sold, Blue Planet Optics donates to Sightsavers, helping to combat cataracts, river blindness, and trachoma.
What were obstacles or challenges presented by your career pivot – and how did you overcome them?
Leaving the branding agency behind meant moving back to California. This decision also meant moving back in with my mom, which has been wonderful and has given me invaluable time with her.
The second obstacle was figuring out “where to go from here?” How do you build and scale a company? What’s the most important thing you can do? With just one person, how much can I get done? It was and is a steep learning curve, but approached it with a mindset of continual learning and compassion for myself.
Oh! And learning that there is really no “right way.” The curve up and to the right is usually never a straight line without interruptions.
Do you have advice for others when contemplating a major pivot?
Take it slow, but stay open. Making a major pivot can feel overwhelming, whether in your career or life. One thing I’ve learned is that advice is everywhere—everyone has an opinion—but not every opinion should carry the same weight. It’s important to seek guidance, of course! But also know who you’re listening to. Get advice from people who have navigated similar changes successfully.
Also, no one knows your situation better than you do, so don’t get too caught up in the noise. It’s a balance of being open to feedback but also standing firm in your own convictions.
What’s the most surprising thing you’ve learned about your customers since you launched your startup?
I thought younger customers would focus mainly on sustainability and older customers on cost, but that has not been the case at all.
Younger people care about sustainability, but they also spend more time shopping around for the best prices. Meanwhile, older customers are more open to spending on eco-friendly options than I anticipated and value convenience over a few dollars saved. This experience has really highlighted the importance of staying flexible and doing appropriate market research.
What’s the biggest stressor in your business – and how do you deal with it?
Cash flow is definitely the biggest stressor. (I feel like I just heard all the startup founders around the world nod their heads simultaneously!)
How critical has branding been to your success?
Critical is the perfect word! The bottom line is that there are many places you can go to buy your contact lenses. Blue Planet Optics is the option that allows you to do so and give back to people and the planet at the same time. Our main goal has always been to match the convenience, competitive pricing, and quick shipping offered by larger companies while staying true to our commitment to sustainability and our nonprofit donation programs.
How’s the response been from your customers?
We just had our first customer make their 6th consecutive repurchase. (This is our highest repurchase rate so far.) Our giveback model drew them in, and the convenience of our service brought them back.
You’ve been at it three years now. What keeps you going?
Caffeine. (Just kidding, mostly) In all reality, the people. There are incredible people that I’ve met via social media and here in LA who are deeply passionate about making the world a better place and supporting other entrepreneurs. Additionally, as we grow, our impact grows. The more boxes we sell, the more eye care treatments we can contribute to and that is what keeps me going.
What’s the next big thing for Blue Planet Optics?
The next big thing for Blue Planet Optics is securing investment. I’m optimistic about bringing in venture capital to help us reach the next level of revenue and expand our team. This focus on funding will not only enable us to scale our operations, but also enhance our ability to innovate and improve our product offerings. In the upcoming year, I’m dedicated to building relationships with potential investors and communicating our vision to mutually benefit Blue Planet Optics and those who want to add us to their portfolio.
Q. What are you reading right now?
I'm reading Supercommunicators by Charles Duhigg. It really digs into the power of storytelling, both in business and trying to get your point across in everyday life. In running Blue Planet Optics, I’ve realized the ability to tell a compelling story is essential. This book shows me how talented communicators use stories to motivate people, spark change, and build stronger relationships.
When you were a child, what did you want to be when you grew up?
I wanted to be a therapist and pursued that vision right until I came up with the idea for Blue Planet Optics!
Who inspires you?
I am lucky to be surrounded by so many inspiring people. Ashley Worth is one of them – she turned her personal challenge with an eye condition called keratoconus into a platform and nonprofit, the Angel Eyes Foundation, to support others facing similar struggles.
Rock, paper, or scissors?
Paper. It appears the gentlest and doesn’t have the same immediate power as rock or scissors, perhaps. However, it has the most room for notes, and in my mind, the leader who is most prepared and open to learning is the most valuable person in the room.
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