#11: Suzie Welsh, Founder & CEO of BINTO

Introducing Suzie Welsh, founder & CEO of BINTO. Welsh started BINTO to help women everywhere get safe and effective over-the-counter products with access to a health professional, all at an attainable price point.

What do you consider your top 3 core values and how do they affect how you lead your business?

1. Transparency - take ownership for your actions, never place blame on others, be open and truthful with our customers
2. Respect - for yourself and others in our community
3. Be uncomfortable - Be willing to be uncomfortable, push your boundaries, drive forward, and empower yourself and others along the way
We have a policy at BINTO - between our co-founder, Kevin and me - that the "best idea wins" no matter what your role is at BINTO. I think our values represent that moto. Working as a nurse for years, I always struggled with the top down approach and felt it fed a negative work culture. It's critical to me that we level the playing field, and have a work environment where every employee has the opportunity to share their ideas and contribute openly. I don't always have the answers, but if we work together we can find the solution that's right.

Can you share a time you either thought you failed, or actually did fail? How did you react and move past it, and what impact did it have on business decisions?

I probably fail a few times a day, but that's what happens in a start up! Learning to push myself past my comfort zone means that I will fail. However, it's in each failure that I learn something new and we can push through any road block. This past November I made an error with our supplement run orders. We were left with not enough stock at the same time we almost doubled in size in one month! It was a real learning lesson for me, and we were able to move past it and implement stricter rules around our inventory management system. I personally reached out to all the women impacted, and the response was amazing. Because we've implemented strong customer service since day 1, we were able to get through and our subscribers were supportive and understanding.

What types of projects do you have coming up that we can look forward to seeing in the future?

Over the past four years I've personally been working towards building a digital health tech platform, and this year we're bringing that idea comes to life. As part of our vision for the future of health, we believe in reaching women where they are - in their homes and their communities. The digital space allows us to do just that. We can be there when you need us, you can have instant access to a health professional, and that system connects back to your health provider. We can change and improve maternal health outcomes in the U.S. by focusing on community health. I can't wait to move the needle in the women's health industry further!