We had the good fortune of connecting with Christina Ramirez and we’ve shared our conversation below.
Hi Christina, what habits do you feel play an important role in your life?
Being patient, persistent and enthusiastic. They’re qualities, but they also require daily practice so I consider them habits. There are a lot of good habits like waking up early, exercising every day, living a balanced life that are all very important to me. But I would say the best habits that my father taught me at a young age were patience, persistence with enthusiasm. That’s the key to being successful, whether in sports or business.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I started the concept for PLUS ULTRA while I was a student at UCSB. I was in a writing class where the professor asked us to write a business plan for a company that addresses a global epidemic. I chose to address global health epidemic of poor oral hygiene in young children. At the time, I wanted my company to be a non-profit. My professor loved the idea and asked me to represent UCSB and present my research at an undergraduate research conference in California. My project was one of two social enterprises at the event, everyone else was presenting science and mathematic research. After graduation, I worked for one of the News Corporation companies. Looking back, this was my bootcamp for entrepreneurship. It was the perfect stepping stone to launching my idea. Then the recession hit and I was laid off. Instead of looking at it as “bad luck” I took the opportunity to break my mold and align myself and my work with my passion. I read an article back at News Corp published by Coca-Cola that suggested the best way to learn about a company is to work for it. So I sought a position at Whole Foods Market to continue my path to launching PLUS ULTRA. I wanted to learn everything possible about how retailers operated and how distribution worked. “In the field” research so to speak. But it was much more than that. I naturally developed friendships, professional relationships and grew as an entrepreneur. I met and interviewed dentists, cpas, lawyers, other entrepreneurs I respected to learn as much as possible since I made the decision to skip business school. I got to where I am today by having tenacity, grit and staying committed to my vision. Through research, asking for help and connecting with mentors who have guided me, I’ve been able to progress step by step. It has not been a linear process and it has never been easy. But you only truly fail when you give up. That’s why I remind myself to practice patience, persistence and enthusiasm whenever I get weary.
Any great local spots you’d like to shoutout?
I’d start the day with a coffee and a drive down PCH and a walk on the beach. Simple, peaceful and serene. I’d love to start and end the day here if possible. There are tons of amazing restaurants in LA, so there’s no shortage of options. You can’t go wrong with Mexican street tacos or fancy pop ups. There’s always a new restaurant opening or a dining experience happening. After coffee, I’d go to the Santa Monica airport and book a flight lesson to show them how LA is laid out and point out my favorite spots. I’d point out Highland Park, Venice, Korea Town, Downtown, Crenshaw, Dodger Stadium, Griffith Park and where I grew up in the Valley. For dinner, I’d choose a tiny sushi spot called Sushi Note, which has some of the best sushi and an incredible wine list. The place only has a few seats and is special.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’d like to give a shoutout to my mentors and friendly advisors who make time to teach me, help me grow, open doors, challenge me to think differently and who encourage me. Without their guidance and support, I might not have tried a new tactic, met a key individual or tried something new. I’m grateful to have a few amazing mentors that I can call and brainstorm with and ask for help.