The Startup Lesson That Changed Everything
- Stephanie Roulic
- Jul 8
- 4 min read
Some startup advice never gets old: Build relationships. Find the right people. Put yourself out there. But at Startup Boston Week, one panel took those ideas a step further.
In You Belong in the Room: How One Question Changed Everything, moderator Derek Fieldhouse (Fidelity Private Shares) sat down with Unicorn co-founders and co-CEOs Denielle Finkelstein and Thyme Sullivan to share the moments that transformed their company - not because they had all the answers, but because they were willing to show up before they felt ready.
Their story wasn't just about building a successful startup. It was about learning that the right room can change everything - if you're willing to walk into it.
Success Doesn't Come From Being Ready
Before launching Unicorn, both founders had established corporate careers. Thyme spent nearly three decades leading operations at companies like Frito-Lay, PepsiCo, Coca-Cola, and Nestlé. Denielle built executive leadership experience across brands including Coach, Kate Spade, Ann Taylor, and Talbots.
By most standards, they'd "made it,” but both realized something was missing: they wanted to build something with purpose.
That decision meant walking away from stable careers, becoming first-time founders in their late forties, and starting over from scratch.
Their advice for anyone wondering if it's too late to become an entrepreneur? It isn't.
The Wrong Room Can Slow You Down
Like many founders, Unicorn initially assumed venture capital would be the natural path to fundraising. Instead, they spent months pitching more than 100 venture capital firms.
The result? Not a single dollar raised.
Looking back, they realized the problem wasn't necessarily their company, they were pitching the wrong audience.
Rather than trying to convince investors who didn't understand their market, they shifted their focus toward angel investors, impact-focused funds, and people who genuinely believed in both the founders and their mission.
That one decision changed the trajectory of the company.
One mentor helped them refine their pitch, introduced them to the right network, and ultimately opened the door to hundreds of investors - leading to their first successful raise.
The lesson wasn't simply "raise from angels,” it was to stop trying to fit into the wrong room.
Sometimes the Best Pivot Is the Hardest One
Originally, Unicorn sold premium period products through thousands of retail locations. On paper, everything looked successful, but the founders realized they weren't solving the problem they had originally set out to address.
Customers kept telling them something else was missing: bathrooms still relied on outdated, coin-operated dispensers that often didn't work.
Instead of doubling down on retail, Unicorn made a massive pivot. They walked away from store shelves and began designing dispensers that could live inside individual bathroom stalls, making period products as accessible as toilet paper.
It wasn't an easy decision, even some investors questioned the move. But by listening to customers instead of chasing appearances, Unicorn found a business model that aligned with both its mission and long-term growth.
One Question Changed Everything
Perhaps the most memorable story of the session came from an event hosted by JPMorgan Chase.
Denielle and Thyme found themselves in a room with executives and business leaders - including CEO Jamie Dimon.
Everyone else was asking questions about banking, but Denielle asked something different, "Do you carry toilet paper around with you?"
The unexpected question immediately captured his attention.
Instead of launching into a company pitch, they started a conversation about why period products should be just as accessible as toilet paper.
Two days later, JPMorgan Chase contacted them.
That conversation eventually led to Unicorn launching in JPMorgan Chase locations - including its New York headquarters.
The takeaway wasn't simply to ask shocking questions, it was to create conversations people actually remember.
You Don't Need Every Connection. You Need the Right Ones.
Throughout the session, both founders returned to the same theme: relationships built Unicorn.
It wasn’t collecting hundreds of business cards or attending events just to network. Instead, it was focusing on creating meaningful conversations with the people who genuinely cared about what they were building.
One introduction led to another…one mentor led to another investor…one conversation led to another opportunity. Showing up consistently - and being willing to start conversations - became one of the company's greatest competitive advantages.
Keep It Fun
Startup life is hard. Fundraising is hard. Pivoting is hard. Building a business is hard.
So the founders made one rule: if they weren't going to enjoy the journey, they could always go back to corporate jobs.
That mindset led to some memorable marketing moments - including Thyme running Boston's Reebok 10K dressed as a giant tampon to generate press for the company.
It worked.
The stunt landed media coverage, sparked conversations, and even helped open retail opportunities.
Their philosophy was simple: you can build a serious company without taking yourself too seriously.
Final Thoughts
The title of this session couldn't have been more fitting: You belong in the room.
Whether you're pitching investors, attending your first networking event, speaking with a potential customer, or introducing yourself to someone you've admired for years, the opportunities often come simply because you showed up.
You don't have to be the most experienced person in the room, you just have to be willing to walk in and ask the question nobody else is asking.
Watch the Full Panel On Demand
This recap only scratches the surface. Denielle Finkelstein and Thyme Sullivan shared even more candid stories about fundraising, finding mentors, making difficult pivots, building a mission-driven company, and creating opportunities by showing up before they felt ready.
Watch the full Startup Boston Week session on demand to hear the complete conversation and walk away with even more actionable advice for your own startup journey.
