Voss Boss Entrepreneur Spotlight – Kaitlan Benn, Owner of The Good Home Company

For many entrepreneurs and small businesses, social media can be an absolute game-changer! All it takes is one viral post and a business can suddenly take off.

At Like A Voss Inc, we’re highlighting local businesses and entrepreneurs who are killing the online game. This week’s spotlight is on Kaitlan Benn, Owner of The Good Home Company.

The Good Home Company creates inspired home fragrance. Specializing in candles, linen sprays, newly added wax melts and reed diffusers soon to come. Crafting products that work seamlessly into your daily life.

Our CEO Mandi interviewed Kaitlan about their secret to success in business and in life. We also got some awesome insights into what she thinks makes social media such an effective tool in business.

A Little Bit About Being an Entrepreneur

1: How long have you been in business?

I have ran multiple businesses in the past, and am a child to an entrepreneurial parent. The Good Home Company itself will turn two in August, although the idea and testing began long before.

2: What made you decide to break away from the 9-5 and start your business?

I always loved business, especially marketing and advertising. I got pregnant with my first son in 2018, and quickly after his birth we became pregnant again. I had two boys under two and the flexibility of working from home, in a pandemic was always a goal. When my maternity leave ended the business was in a place that I had the option to not return to work. My boys gave me the opportunity to take a risk, after working steadily in management and more recently healthcare.

3: What do you love most about being an entrepreneur?

Flexibility #1, and the pride. I love creating so much, I love art and having the emotional outlet and all of the products created are truly an artful process. It’s so fulfilling.

4: What is the hardest thing you have had to overcome as an entrepreneur? Something you did not foresee when you decided to start your business?

There are 100 answers to this question but in short. Work/home life balance. I still don’t know how some moms can make it look easy balancing kids and working and all those other things on our plates!
I would say my current biggest struggle and through covid was always a supply issue. Certain materials can be hard to source and affordability was always important to me. Navigating pricing an affordable product, setting margins with wholesale accounts while still making a profit can be tricky with rising costs of shipping and goods. I truly did not foresee the success in such an immediate future for myself. The relationships I’ve had the privilege to form with clients and other small business owners has been the most invaluable experience so far.

5: What is one thing about working in your industry that people would be surprised to learn?

The amount of testing and sourcing. Our 8 oz candle takes at minimum 40 hours to test, each scent, each new vessel. It’s not a one size fits all and I’ve had many friends surprised at the complexity and science of candle making and troubleshooting.

And Now Onto The Social Media Questions!

6: Do you have a favourite social media platform? Why?

Heck yes! Instagram is my favourite because it connects me with my target audience. Facebook is great but most of my clients are operating on Instagram and it’s connected me with a wider audience more naturally.

7: What made you decide to start using social media as a way to promote your company?

Definitely doing research on who my target market was and where they seek inspiration and shop. The pandemic meant in person shows weren’t accessible and therefore my Instagram turned more into a lifestyle, heavily branded product to build trust with clients and encourage sales.

8: How has social media impacted your business? Would you say that it’s an effective marketing tool?

Social media can be great if you allow organic growth and ensure you’re connecting with your client. 10000 followers is useless if you’re looking to break into a local market. For handmade products such as mine, I would always encourage local first. However, Instagram in particular has provided an opportunity to connect and touch our audiences more frequently and stay present in their minds as brands. It’s also allowed an opportunity for an inside look on behind the scenes and personal stories.

9: What advice would you give to other businesses and entrepreneurs who want to use social media as a way to connect with customers?

I’ve said it here a lot, but know your audience. Also, invest in your content photography. You only have a few seconds to catch someone’s attention through scrolling. My wonderful photographer Madison has been instrumental in adding value to the business through photography and really capture the lifestyle and product.

A Little More About Kaitlan

I could talk about myself all day. Speaking to my previous work history, I actually did custom cakes, tons of weddings and had a cupcake shop three days a week. I stepped away from this to pursue another job when I was only 20.

I’m an extreme homebody and I love hanging out with my boys, now 2 and 3 this year! Family is extremely important to me, we’re so fortunate my parents live just 3 doors up!

I talk about it here and there on my page but conversations about mental health and women’s challenges are extremely close to me. I suffer from anxiety, especially socially and although it’s hard for some to tell, my outgoing personality is many times just anxiety coming out in energy and fast talking; I work super hard on pushing myself into uncomfortable situations to try and grow out of the discomfort.

Connect with Kaitlan


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