Yolo Journal
About the Company
Yolo Journal focuses on providing insightful travel content through both a physical magazine and a digital newsletter. Edwards aims to cater to travel enthusiasts seeking curated, trustworthy information rather than typical tourist attractions. The brand emphasizes connections with readers through social media and community engagement, with an intention to create a vibrant travel community.
Idea Behind Company
Yolanda's passion for travel began in her youth, where she collected articles and information about potential destinations. Her early career at Conde Nast Traveler exposed her to industry practices and sparked her interest in exploring alternative storytelling. After receiving consistent feedback about the lack of personalized travel content, she realized there was a market for a publication that highlighted real stories from seasoned travelers and insiders.
Creating the Company
To launch Yolo Journal, Edwards engaged in extensive networking, conducting interviews, and gathering insights from various creative professionals in the travel industry. A pivotal moment came when she decided to align the magazine's release with the opening of a friend's hotel, which motivated her to finalize the first issue. Her strong connections with photographers and designers allowed her to produce a visually appealing product, while her husband's experience with printing and distribution informed her approach to launching the magazine.
Launching the Business
The official launch of Yolo Journal at the Mezzatorre hotel was a resounding success, generating significant buzz among guests. However, Edwards faced several logistical challenges, including distribution issues and a rudimentary website. She learned valuable lessons about the importance of effective distribution and focused on maintaining a lean operation to avoid financial strain. Initial funding came from a consulting job, and the business's long-term viability hinged on producing high-quality content without dependence on advertising.
Earnings
Yolo Intel has grown into a successful revenue stream, earning $20,000 monthly. The magazine and newsletter have attracted different audiences, with the former being a collectible item for readers. Edwards plans to expand into family travel content and diversify income through product collaborations. The company thrives on community engagement and the creation of valuable content rather than aggressive marketing strategies, fostering long-term customer loyalty.
