As a huge fan of direct selling it always saddens me to hear of a direct sales company closing. New companies start and close all the time but Bona Clara, a skin care direct sales company, closing (as of this Friday from what I've heard) is quite surprising because on paper, it had a lot going for it. Great packaging, unique product line, and rave press coverage from major sources. I was definitely impressed based on what I saw on its website, awesome press coverage and savvy social media marketing. The only thing I wasn't too impressed with was the price points which I thought were a bit high.
For direct sales/network marketing consultants or people looking to join one, this brings up the topic of new, ground floor business opportunities vs. established companies. I get this question asked all the time as to whether someone should join a new company or partner with an established one. I've written many posts on this topic and it really comes down to you and what your goals are.
And with every new company starting then closing like Bona Clara, you'll find some consultants/distributors with other companies pointing out why you should avoid the "new shiny object" or why you should avoid new companies but I would disagree because there are many factors to consider.
Sometimes even companies that seem to have what it takes on paper i.e. Bona Clara with financial backing and a savvy online marketing campaign and tons of press coverage still doesn't make it. Not all companies that started off with explosive growth means it's going to make it in the long haul. Some companies start off quite slow and takes years to build. Lemongrass Spa comes to mind which has been around for over 10 years but seems to be on growth mode big time in the last year or so.
So, if you're looking for a direct sales opportunity to join right now and hearing of Bona Clara closing down alarms you, it's best to take a moment and decide what you're looking for. I personally love new challenges and new companies don't necessarily scare me as long as it offers some of the key components of a business that's more likely than not to make it. Of course, this isn't a sure thing by any means.
If you're a Bona Clara consultant, I am sorry to hear of your company closing as this could happen to any one of us who's in the direct selling business. Established companies go out of business too, not just new companies. Just know that there are many wonderful companies out there and I'm sure when or if you're ready to move on, your new company will embrace you!
In the meantime, I'm sending all Bona Clara consultants and corporate office good vibes.
P.S. Bona Clara is offering a great deal on their products at 50%. I'd go check and out their website right now :).