Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Christy Serrato, Founder of Pair Anything, Inc., located in Davis, CA, USA.

What's your business, and who are your customers?

PairAnything is the leading WOC-founded B2B software company driving the future of food and beverage experiences. Our mission is to inspire consumer enjoyment through pairing discovery. We help hospitality, food, and beverage businesses connect their customers to the right food and beverage pairings to increase sales. With PairAnything, businesses bridge the divide with diverse customers through the foods they enjoy and with younger generations who are more digitally savvy than their predecessors.

Tell us about yourself

I'm the WOC founder of the pioneering food and beverage technology company on a mission to inspire enjoyment through pairing discovery. PairAnything is my journey to combine my technology expertise with my passion for food experiences.

I was inspired to start PairAnything because I wanted to elevate the enjoyment of the foods I grew up eating. I thought, why not pair wine with Filipino cuisine... really why not any cuisine, and why not other beverages? Hence the name, Pair AnyTHING! At PairAnything, we get celebrate unique preferences and endless pairing possibilities. Along the way, we help businesses sell to underserved customers across cultures and generations.

At PairAnything, we are creating inclusive prosperity through innovation and entrepreneurship. With our solutions, we empower the retail and hospitality workforce, made up disproportionately of women and minorities. And we reduce inequity by serving as a launchpad for women & BIPOC students seeking careers in tech.

What's your biggest accomplishment as a business owner?

While "heelstrapping" the business, I launched the live public beta, https://app.pairanything.com/, and delivered it to early adopter customers. Also, PairAnything was awarded The Entrepreneurial Spirit by SIA Whisky. Read more: https://www.pairanything.com/news/entrepreneurial-spirit-by-sia-scotch.

What's one of the hardest things that comes with being a business owner?

As a business owner, I face challenging times — such as overcoming the loss of my mother two months after launching PairAnything. I realize that challenges are part of the journey in a startup and in life.

I am often asked how to build up resilience as an entrepreneur. People remark on my sunny, optimistic outlook in life. Given a choice, I strive to build a well-lived, joyful life. It leads me to a place of abundance. Even after I experienced the most devastating loss one can experience, each day, I face everyday challenges head-on.

The secret is learning to thrive with empathy. You do not do it alone. You lean into your tribe — what I call my "barkada." And you make every single day meaningful. I do something — one thing — that gives me a sense of accomplishment and purpose each day. I do not chase 3 or 4 goals in which I make very little progress on them. I extend grace freely through kind words and deeds. These daily acts empower me to live a life filled with compassion.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

In the Twist of Fate small business podcast, I shared advice for fellow entrepreneurs:

  1. Why NOT fail? - If you're doing things that seem easy, then you're not really solving a big problem. Failing is how we get better.
  2. Be open-minded - Choose a problem that's too hairy and too complicated, and no one has ever attempted to address it. When you see a problem, is it calling you to solve it?
  3. Imagine the opposite - Imagine that it's not HARD. Imagine that there are people that want you to succeed. Your mindset can power you forward.

Is there anything else you'd like to share?

Where can people find you and your business?

Website: https://www.pairanything.com/
Facebook: https://www.facebook.com/PairAnything/
Instagram: https://www.instagram.com/pairanything/
Twitter: https://twitter.com/PairAnything
LinkedIn: https://www.linkedin.com/company/pair-anything/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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