Elizabeth Sterr, Founder of Esterrgen
Name: Elizabeth Sterr
Founder: Esterrgen
What's your elevator pitch? (Ie. In one sentence, what do you do?)
Elizabeth Sterr supports women with fertility goals, challenges, and dreams through her 1:1 coaching services by incorporating functional nutrition and lifestyle methods, offering a vital blend of support and healing.
What's your story? Share how you got to where you are and WHY it is you do what you do.
ELIZABETH STERR, a certified integrative women’s health coach and expert in functional nutrition and lifestyle, brings a powerful edge to women’s health. After a decade in medical device sales collaborating with top specialists, her personal battle with infertility revealed a glaring gap in support and accurate information. Driven by this revelation, she founded ESTERRGEN, offering a vital blend of support and healing for women with fertility goals, challenges, and dreams.
What does BEING a FoundHer mean to you?
Being a FoundHer is having the opportunity to be a part of a community of women supporting other women in their business ventures. It is not only a place to grow my business and my own skills, but also an opportunity to help others do the same. Lindsay says it best: it is simply women supporting women.
How do you support other female founders and women in business?
What I do day to day in my business with my clients is the same thing I strive to do with other female founders in business: It is simply women building up other women.
Who is someone who has helped change or shape your business for the better and what did they do to help you?
I am a member of the Integrative Women's Health Institute and am fortunate to have made some amazing connections of other female entrepreneurs in the health and wellness coaching industry. I have two women that I continue to connect with outside of the community and they have been instrumental to my growth. I am able to run ideas by them for programs and they are honest about what may work and what may fall flat. It is so beneficial to have a place to practice my skills and soft launch my ideas before sending them out into the real world.
At what point did you make your company a full time gig? How did you know the time was right?
I left medical devices sales and took time off while I was going through fertility treatments. After many treatments and failures as well as pregnancy losses, I decided to take a step back and reevaluate how I was approaching fertility. I joined a Women's Health Community and became certified as a health and wellness coach. I had no doubt that this was what I wanted to do full time. If I could help just one other woman going through fertility challenges and improve her journey, then I knew it was going to be rewarding.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
My background was 10 years of sales in the healthcare industry, so there were many skills I took away from my first career. I know how to pitch myself and how to be uncomfortable often. If you're not uncomfortable you probably aren't growing. I had lots of doors closed in my face and I heard no a lot. So I learned how to be persistent and have some thick skin. I also learned the value of clear messaging and targeting to your audience.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
I handle all the social media for my company and I was honestly completely clueless until I started the Marketing Made Simple group. My posts were clunky and the messaging wasn't great. I was just throwing things at the wall hoping it would stick. The MMS group helped me create a refined approach to my posts and messaging. This biggest challenge for me still is engagement. I know this will come with more time and practice, but it can feel defeating when you only have a few people like a post or no one comment. It's a constant work in progress.
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