At One yOga
Location: Fort Bragg
Doing business since 2011
The nitty-gritty financial planning was really crucial and Heather thought of things I wouldn’t since I haven’t done it before. It was also really wonderful having someone sit down with me one-on-one and concentrate on me and my project.”
It has been just over three years since Justine Lemos saw one of her dreams become reality. Born and raised on the Mendocino Coast, Justine Lemos has traveled far and wide to become an expert in the field of Cultural Anthropology and Classical Indian Movement. A scholar, writer, and performer, Justine has worked hard to develop her expertise. After having spent fifteen years away, Justine returned to the Coast where her dream business, At One yOga, opened on August 1, 2011 in Fort Bragg.
Justine is an expert in her field, but she had never managed her own business and knew it could be challenging. Savvy with her finances, Justine knew there was a lot to consider in starting a business and she didn’t want to miss anything important. “I never had a business before, and so I contacted West Company to get some assistance with preparation,” she explains.
Justine worked closely with Heather Gurewitz, Mendocino Women’s Business Center Director at West Company, to conduct a feasibility study for her new studio. In their time working together, Justine and Heather covered all essential start-up topics including fixed costs, pricing models, break even analysis, and a start-up marketing plan. Gurewitz also assisted Justine as she worked through logistical issues and created a marketing campaign for the studio. “The nitty-gritty financial planning was really crucial and Heather thought of things I wouldn’t since I haven’t done it before. It was also really wonderful having someone sit down with me one-on-one and concentrate on me and my project.”
With some help from family and friends, Justine was able to secure a space in the Company Store, where she began offering classes. Over the course of the year, Justine saw her business grow beyond the capacity of her initial space and less than a year after her initial opening, Justine opened a second location in downtown Fort Bragg. At One yOga offers a variety of yoga classes including ones for mothers and toddlers, pregnant women, and restorative and relaxing yoga. Justine is a true entrepreneur, and always seems to be thinking about the future and growth.
When asked how she feels now that she is in business, Justine replied, “In a word… it is exhilarating! I see room to expand my business, to bring in more clients and to make our current schedule of classes more robust.”