Meet Joanne Koukis, founder of Outpour
Founded by Joanne Koukis, Outpour is a new female-founded wine shop and community by women, for women. An exciting place where all types of wine lovers can come together to experience one of life’s pleasures without the BS. 80% of wine purchases are made by women yet wine is often considered a man’s pursuit. Outpour is here to change that.
There’s always a lightbulb moment before the beginning of a new venture. What was that moment for you?
A friend of mine, the great writer and reviewer Adam Mars-Jones, had just returned from a trip to France. He always goes to little vineyards in a particular region and chooses the weirdest and funniest labels and wines for me. This wine was called 'Château de Planques' which he got for me because he said it was the same as 'House of Plonk'. On the bottle there was a medal as the wine had won an award in the 'Feminalise' competition. It's a competition held in France where only women judge the wines. I remember thinking 'what a great idea'. I then asked myself 'what do I really love in life?' I like collaborating and working with women and I love wine. Every day I try to marry these two goals and interests. I have also trained in wine and realised during tasting sessions and classes how important it is for women to have a voice and open forums in very male dominated industries, like wine.
Tell us about your experience prior to launching your business?
In wine? My whole life. My father is an amazing collector and vineyard owner. He taught me about wine from a young age. I then trained in wine to get the qualifications before starting my own business. I started selling to private clients and doing cellar re-stockings around 2 years ago. I love the personal contact, friendships and interactions with private clients. The next logical step and challenge was to start a website, which we launched about two months ago. My life before wine was: criminal barrister, medical research philanthropy and stay at home Mum.
What’s the biggest lesson you’ve learnt so far as an entrepreneur?
SO MANY LESSONS. How to choose? We all learn so much during every stage of setting up a business. I think some lessons are very particular to women so I might just focus on that. I think women automatically assume that an older man has the answers and somehow might be more 'correct' than we are. Somehow we believe that others, particularly those in authority have the answers and they don't necessarily. I have learned that of course I make mistakes but ultimately I know my own company better than anyone else, and I always act in its best interests. I trust my own judgment now far more now than I used to.
Do you have a morning routine or ritual to get your day started on the right foot?
Not at all. I'm very organised and pedantic but I can't bear rigid schedules. Some work very well within structures, some of us don't. I can't bear mornings anyway. I have things I need to achieve in any given day and I won't go to bed unless they are completed.
What is your day-to-day role with the company?
I do everything right now. I have hired some people for various things but I like to do as much as possible myself. Each day has different demands and requirements and I like that. Some days it's just order fulfilment, some days I'm working on the website and social media as well, then there is always the paperwork and government stuff. I think it's really important to be independent and understand all aspects of the business.
What does your business offer its target audience?
We offer a hassle free and enjoyable experience when buying wine. We are also a nice, judgement free online and virtual tasting community. We have a personal relationship with our clients and feel very strongly about providing a space for women to talk about and enjoy wine. I am also obsessed with achieving the highest possible standards of customer service. I can't understand how many companies get that so wrong. Bad customer service experiences are almost a daily occurrence for most of us!
What plans do you have for Outpour over the next two years
To grow it! I would like to be the go to site for women to buy wine. I would love to take a chunk of the supermarkets' wine business!
What impact would you like to have on women around the world through your business?
This is a really important question for me. I was originally shocked by how few women actually sell wine. It always seems to be two men in the company photos. In the last year, these men have now added a woman to their ranks. I feel very strongly about creating our own sites and companies that value women and don't just see us as a market to pander to or exploit. I feel that creating companies by women for women is in our best interests. I am a big believer in supporting all small businesses founded by women. It's not easy for any of us out there.
Describe your business in three words.
Wine for women.
What are your top tips for entrepreneurs wanting to get their business out there?
A friend one said to me 'It's all in the execution'. Everyone had great ideas but the only way to get it done is to never stop executing! I am also never shy about asking people for advice, guidance and favours. I would do it for them. There is so much that I didn't know prior to starting this so I would just ask, ask, ask. I kept reminding myself that there is no place in this for my ego.
Do you prioritise self-care as an entrepreneur?
Not at all. I only have finite time in the day and my needs are not the central issue. They may be in the future but they are not right now. I think sacrifice is a necessary consideration when you have your own business. You will have to sacrifice, so what will you choose? Some people sacrifice a social life, others de-prioritise themselves. I prioritise my work, my family, my friends and my continuing education. That does not leave me many hours in the day! We all have to make these choices.
