Episode 97 - Michele Danus

This month, Phil is joined by Michelle Danus, a former commercial and private pilot who soared into entrepreneurship as founder of GoBatri. Michelle's aviation background inspired her to create an innovative all-in-one portable charger compatible with all phone types and small devices. She shares her inspiring journey from the cockpit to the boardroom, detailing how she identified a crucial need in her industry and transformed it into a thriving business. Michelle credits her success to the perseverance she's cultivated since childhood, emphasizing the power of self-belief and tenacity in the entrepreneurial world. Her story is a testament to the adage that great innovations often arise from personally experienced problems. 

Resources:

Phil Buchanan - LinkedIn

Michele Danus - LinkedIn

GoBatri

Please send comments, questions, and feedback to: mojo@cannonfinancial.com

Please send First Friday Feedback submissions to: mojo@cannonfinancial.com

Transcript

[00:00:00] Hello, Cannon Nation. It is Phil here with the Cannon Curve for October 2024. You know, if you think back on the guests that we've had on the Cannon Curve, there are some select themes that you can tap into. Uh, usually there are great stories of inspiration. Uh, there are those inflection moments in lives of the leaders that we talked to that, uh, either redirected or totally changed the course of their narrative and the way that they looked at business and the way they looked at life.

One other thing that many of you know is that I'm a private pilot and so I tend to get geeked out about all things aviation particularly when I'm talking to another pilot. So today this is a very unique and very special day because we've got someone who is a fantastic entrepreneur. [00:01:00] Having seen a need, having Identified an opportunity, and then she stepped forward and created a company, uh, that solves for something that for each of us is something that we've likely dealt with, uh, sometimes as recently as today, and we're going to hear that story.

But. She's also a long time pilot. She has flown for the majors. Uh, she has flown private. She has flown uh, for corporations. Uh, a very entrepreneurial and dedicated individual. It is my pleasure, Michelle Danas, to welcome you to the Cannon Curve. Thank you, Phil. Appreciate it. Well, we, uh, so first off, um, tell me just a little bit about, uh, who you are and, and, and where you're from and, uh, just a little bit of how we came to be where we are today.

Okay. Uh, well, I was born and raised in Southern California [00:02:00] and ever since I can remember, I just loved being in the cockpit, uh, when I was About nine to 10, I would actually book my own flights and fly to see my grandparents in Wisconsin. I would call the airlines and just say, can you book me on as many flights as possible because that way I could get more takeoffs and landings and they thought it was crazy, but I just love being in the air.

And ever since then, I, I thought I want to be a pilot. So I, uh, with that in mind, it definitely kept me out of a lot of trouble in high school because I was focused on. Becoming an airline pilot. And, uh, so I graduated high school and I wanted to go off to college to Embry Riddle, Aronautical University, which was a little expensive.

And my parents thought, you know, you can go there, but you're not going there for four years. You can go to a junior college 13 credit. [00:03:00] And then you can transfer. Uh, so meanwhile, I got all my ratings in Orange County out of John. We actually started in Palomar cause that was also, uh, inexpensive cause it wasn't as crowded and work my way up, got my ratings.

I got my, uh, two year or my GE classes out of the way transferred to Embry Riddle. And then when I got there, I realized I, you know, doing an internship for the airlines definitely helps getting, you know, your foot in the door. So I landed an internship with American Airlines and did that for a summer. I worked in the LA flight office and enjoyed that.

And then, um, graduated college, came back to Orange County, flight instructed for a little over a year and got right on with the airlines. And it was, uh, it was a ride. It was, it was a ride, a ride to say the least, right? Yeah. [00:04:00] I want to go back to this, this eight or nine years old and you, you calling up the airlines and just booking flights.

What was it about aviation that just sparked you? Was there, was there something as a kid that you can remember that you just became enamored with it? What, what was going on there? Yeah. Yeah. You know, my uncle flew for the military and then he flew for Western and then Delta. So I think, you know, I'm a bit like him.

And I just, I was just enamored by airplanes. It just, I would go in and I would sit in the, in the cockpit, any flight we went on. And I just thought, this is amazing. And this is something I want to do. Okay. All right. Well, very cool. Now, um, for listeners that, that don't know, um, getting from a point of starting your pilot training to getting to the airlines, um, is for most people, not this smooth, linear progression.

Uh, you talked about, you know, getting your certificates and getting your ratings. Um, Walk us walk us [00:05:00] through kind of how that worked because I've got I got something I don't want to want to check on with you in just a moment. So I started flying when I was 15 and I wasn't able to solo until I was 16.

So I ended up soloing at 16, um, and then I got my private when I was 17, cause that's the minimum age for that. And then after that, um, and every, every rating you get, you do a written test. You have to pass with, I think, 80 percent or greater. And. There's a flight test with the FAA that you have to actually go up with the, with the examiner and he, you know, make sure you, you can fly.

Um, it was interesting because when I was growing up, um, my, my parents would discipline me by taking away my flying lessons. Well, they, they understood you. Well, they understood how to push your buttons. Right? Yeah. So I, [00:06:00] uh, I showed up to my lessons and they would say, your mom called and canceled. You can't fly.

And that was so frustrating because as you know, if you don't fly, you get rusty. And I wanted to get my, my rating. So, um, actually I ended up, my mom had asked to get, She asked me to get some money out for her, the bank, and I got a little extra money. And I showed up to one of my lessons and my instructor said, you, you can't fly today.

And I was like, well, guess what? I have cash. Ah, there there is a way to, uh, circumvent mom. Yeah. Yeah. I actually soloed and I came home and my mom's like, where were you? You know, and I had this big smile on my face and she's like, what did you do? And I said, actually, I solo today. And she's like, what? And I said, see, that's what happens.

You ground me from flying and then it would prevent me from, you know, accomplishing my, my flights that I need. Ah, so you, uh, you, you came home with a smile on your face, uh, and I'm guessing, missing a shirt tail. [00:07:00] Is that right? Do you do that in California? Yeah. Yes, we do. Yep. Cut the shirt. Sign it. Yeah.

Yeah. Okay, cool. Yeah. So, um, what's, you, you, you, you talked about the fact that you got additional ratings and I would assume that, uh, you did your instruments, your commercial, your C-F-I-C-F-I-I, um, how did you enjoy teaching flying to, uh, those who, uh. We're just starting. Um, I, I, it was, I enjoyed it.

Definitely. I think teaching enhances your skills. And I still, to this day, um, I try to get everyone, if they can teach these kids, if they're good at something, teach it. And I just think it makes you even better. It was quite challenging teaching at John Wayne because of the parallel runways. And as you know, there's weight turbulence.

And you get underneath that because you, you know, these students, they couldn't see, you know, the direction of the [00:08:00] way. And if you get under that, you're, you're toast. So it was not the easiest, um, you know, but, but it was, it's definitely rewarding. And, and I think everyone should, should somehow flight instruct because it really makes you better.

You got to figure out how to teach them. If they don't understand it, you got to figure out another way. That's exactly right. It definitely enhances communication skills. So, the reason I ask those questions is, you did that for a while and then you, uh, you, you went to the airlines and, uh, it was American Airlines.

Um, you, of the, of the people in your peer group, uh, what percentage of the, uh, of the pilots that onboarded around the time that you did were also female? I think it was about eight to 10 percent female. Okay. All right. And so, and again, when we look at, at those numbers, if I remember back, that was, um, [00:09:00] um, what, uh, late nineties, early two thousands.

Is that right? 2001. 2001. Okay. 2001. And, um, so literally 10 years prior to that, the number probably would have been two or 3%. Uh, so, you know, we've got a, we've got a four X, uh, in that, Okay. Fabulous. As a female entering into what had traditionally been a male dominated role, um, was that totally smooth sailing?

I'm guessing not. Um, or, uh, was, was there, was there a turbulence through that? What, what was that like? Because you, you were definitely part of a group that was, uh, you know, a, a, a change in the industry. Yeah, um, it was, it was fairly easy. Although, you know, I, I was, I was faced with it almost daily. Um, because when you show up for a flight, [00:10:00] you know, you don't know what your captain, if he's going to be on board with, you know, a female or rather male, you know, so.

It was challenging, but you know, I just, I, I figured out how to adapt to kind of the way they managed the cockpit, what they were looking for. And, and I felt that since I adapted, I kind of figured out what it was they wanted and I just did that. And then I ended up, you know, being accepted and, you know, one of the, the cool pilot, the cool girl pilots that, you know, you want to be paired up with that person.

So. Yeah, I like that. I like that. You know, in the, um, in in our preparation for this, we talked about the fact that, um, you know, there have been some historic parallels to what has happened in aviation with what has happened in the financial services industry, uh, financial services industry. If we. You know, go back a little, a little beyond the timelines that we're talking about with you.

But, um, you know, financial service industry was, was very heavily, [00:11:00] uh, male dominant. And, um, there are, you know, so many, uh, thriving, uh, Uh, professionals, uh, in the industry today that, that, that helped shape, uh, the industry and, and tear down those walls and the journey is not, uh, always easy, nor was it sounds like yours on a, uh, on a, on a macro level, but, you know, you dealt with it on a day to day basis and all of a sudden built a reputation for, uh, for can do.

And then it sounds like you were starting to get sought out as, uh, as somebody to fly with. What a, what a fabulous story. Thank you. Yeah. Yeah, it was. Yeah. It's it was, it was definitely, um, it was, I mean, there were, there were challenges, but like I said, if you just kind of try and just fit in, you know, just, just go along with, you know, because it is a man's world and it is primarily men and, you know, although they do sometimes they don't like to be [00:12:00] around around women, but it's just.

And really figure out, make it work, because it's always going to be best. If you can make it work, you have a smooth flight. You have fun. I mean, they'll remember that. That was a good flight. I had a great time with that person. Whereas, you know, if I would, you know, question everything, or, you know, try to do things differently, it's just, it's not worth it.

So let me, let me ask you something. This is something that I think a lot of our listeners may be surprised about. Um, in many instances, the people that you fly with, uh, in the, in the cockpit, you may have only met that individual that day, right? Oh, 100%. Yeah. Yeah. And yeah. Okay. Yeah, which was good and bad.

Very true. Very true. There was one individual that I knew he just didn't wasn't a fan of female pilots. And, um, I would do things that he didn't really like, like push up the power and just, just to get the [00:13:00] flight moving a bit quicker and ended up that we had a situation and I had to, you know, protect him and, you know, protect myself because protecting him is protecting yourself.

So I had to definitely protect him. And, and, but in the end it all, it all worked out. And I just think better to just get along than to, to find something wrong. Yeah, very good. So that brings us to the question about this entrepreneurship that, um, uh, you are, um, so engrossed in, uh, right now. Um, it was through that entrepreneurship that, that you and I met in Denver back in the summer, uh, when you were at, um, uh, at a, at a PGA event.

Uh, you were there with, uh, Your company representing your your organization. Tell us about this company. Go battery. Uh, what is it? Um, [00:14:00] what was your inspiration for it? Uh, and tell us a little bit about it. Okay. That's interesting that you remember that I was an entrepreneur because all you want to do is start.

Well, you know, anytime you're anytime you're around a pilot, anytime I'm around a pilot, um, you know, I may not remember your name. I may not remember where you're from, but, you know, I'll remember your, your flying stories. But, uh, yeah, but, uh, yeah, tell us, tell us about go battery. So anyhow, um, you know, I was, so I flew with the airlines for about five years and it was, uh, not best times.

They, they had a lot of layoffs and they, the schedules changed. And so I knew that it wasn't going to be good for me in the long run because I was all over the United States flying. And so, um, you know, people always told me, I think you'd be really good in sales. And so I thought, you know, I might just, you know, try sales and see how it, how it goes.

So actually, um, Everyone said, you know, you could do quite well in medical [00:15:00] sales. So I, I, I got into the medical sales industry and I was selling, uh, uh, orthopedic implants in the operating room, which was, which was really neat. Um, I loved seeing that, but it just, you know, as you know, when you've got aviation in your, in your system, you, you can't get rid of it.

And you need it. So I, um, one of my colleagues that I went to Amber Riddle with, he, he went corporate and I went airline. He ended up having his own company. He has, he has a charter company out of Orange County. And I connected with him and I started selling private jets for him, which was very interesting.

I then had to learn everything about the private, the private side, you know, uh, the Gulf streams, the, the challengers, the, the citations and maintenance, all of this stuff. So started selling the private jets and it just seemed that Charging was, was always a problem on board these planes. [00:16:00] You know, they, they didn't have a cord, um, in, in the cabin, you know, the power fluctuates so that they could charge their phone and it fluctuates per seat.

And we, uh, we had, my client had bought a jet and we just did the delivery flight and they had, you know, cleared everything out of the plane when they delivered it. And he was in the middle of working on a big deal and his phone was, was almost dead. And we didn't have a cord. I didn't have a cord. And so I thought, you know, there's, I know there's so many power banks on the market, uh, but there just aren't any real good ones.

So the next day I happened to go to Disneyland with a bunch of moms and there we were again, everything was at base. We didn't have chargers. We bought this one at Disneyland. It was like, it's a lipstick tube and it barely gave us any charge. It was dangling around. And I thought, you know, there's gotta be a better product out there.

And, and, and I thought, well, maybe I could just think of one. So, [00:17:00] you know, I thought, I want to do it for the, for the, for my clients and the private jets. And, but I don't know what kind of phone they have. I don't know if they have an iPhone or an Android or whatnot. I wanted it to cover all phones. So I started talking to Asia and I actually flew over there and I met with a bunch of factories and I designed this charger, I wanted it to.

You know, become, you know, when you receive it fully charged and work on everything. So I, I launched a product and just for the private jets, I actually put the tail number of the jet and we put it in the cup holders. And one of the owners said, can I brand it with my company logo? And I thought, sure, I guess so.

I just wanted a good product. And from there, um, it was introduced to the PGA and we, uh, signed a licensing agreement and because they needed, they were looking for a good charging solution. They wanted to go away from the, uh, You know, where you keep your phone or leave your phone. And so that was actually one of our first large accounts as a PGA tour launched [00:18:00] in, um, March, 2020 at the players championship.

I was so excited that we got to deal with the PGA tour. And then they cancel the tournament. That's when COVID began. So I, I, I don't mean to, I don't mean to pinpoint, you know, seminal events in your life, but you, you started flying in 2001, you know, right before, you know, terrorist attacks and it shut down the, the airline system.

And then you, uh, you launched your company, you get this big tour event, and then they, they shut down the tournament. Um, so what we've got to do is we've got to watch what you do And then short it for a period of time until the event passes. And then we can go forward with is that is that the strategy we need to take with you?

Yeah. Yeah. What I love about your story of the success that you've had is that it just seems like it at every stage along the way. [00:19:00] When somebody said no, or somebody took away the money, uh, for you for, for flying lessons, or, you know, the, the airline industry is, is, is, is decimated, or LPGA, or excuse me, the PGA events, you know, shut down, you, you seem to with a, a very calm grace, and I'm sure that that, that You know, below the surface, there might not have been as much calm and maybe not as much grace, but you certainly appear to be that type of entrepreneur that, you know, that takes the attitude.

Oh, well, there's nothing I can do to to to change what has happened. But here's how we can pivot and be proactive going forward. Am I. Am I hearing that right in you? Yes. I mean, from a childhood, really, I didn't get what I wanted, and I had to figure it out. So, you and I talked a little bit about the, the, the childhood, and we talked about education, and I'm gonna get back [00:20:00] to the rest of the story on GoBattery in just a minute, but You know, it is that is that something that you have learned to to to develop.

Has that just been an eight? And as part of your soul along the way, I know that you you play so much value in education. How do you how do you see that? Um, sorry, repeat that. Okay. Now, just as you know, your ability to overcome, uh, was that something that you learned along the way? Or was that just simply innate in, in, in your soul and who you are and you've just always been that way?

Yeah, no, I learned.

I was younger. Um, you know, I was the baby in the family of three and I just, I just, I didn't, I didn't get what I wanted and I had to figure out how to get what I wanted. And, um, you know, my mom wanted to put me in a boarding school when I was young, [00:21:00] and I had to actually talk, talk my father until not leaving me in a boarding school.

So that was also a challenge. I just, I've been faced with challenges, which I'm grateful for because it's made me a stronger person. And, you know, even in, and I had challenges, you know, in the airline industry, being a, being a female, and it's gotten me through that. And I think it's almost like the more challenges you have, the better you become.

I get that. I totally get that. Unfortunately, you know, but, but fortunately, I don't think I'd be able to have become a pilot. I don't think I would have, you know, I don't think I could run a business. You've got to be tough a little bit. Well, to borrow a metaphor from the, uh, from the marine industry, um, how does it go?

Tom Waters does not a skilled skipper make. Uh, I think the same thing is true in life. If you, uh, If you don't get your share of adversity, if you don't have [00:22:00] things that you have to, you know, work through and deal with, um, when, when real crises come up, uh, so many times, folks, folks don't know how to handle that.

And, um, so I, I think it's great testament to, uh, to your success. So back to, uh, back to, uh, March of 2020, you've got this, uh, you got this big contract, you have, um, You know, gone out on the proverbial limb. I mean, you've, you've really launched this thing from, uh, from, from scratch. And I want to hear just a little bit more about that in a moment.

But they've, they've now canceled the tournament and for many tournaments that year. So what was your mindset in in March of 2020? You know, when the world locked down, uh, you're this budding, you know, superstar business owner. And now this big source of revenue. Um, well, all of a sudden that's on hold. So what happens next?

No, I can't remember. Um, [00:23:00] a month after they have the waste management tournament in Arizona, trying to think if we if we ended up doing that one. Um, but we just, you know, we once they started opening everything up. I mean, we did, you know, I did actually bunker down with my family, you know, there was no school.

I still continue to, you know, to, to get more clients. And, uh, fortunately having a PGA licensing agreement, it, it, it got us into many, you know, multiple tournaments. So we kind of just, you know, put it on hold and they. Eventually, then they started having tournaments again, and then they realized, you know, wow, we really did need this product.

Um, our licensing agreement is with the, uh, Creative Artists Agency, CAA, they have our licensing agreement. And through them, uh, that has opened up many doors because they're [00:24:00] affiliated with NHL, um, AWS, and they, that's another huge channel that that we have grown. exponentially. And well, tell us a little bit about what your company looks like.

You know, you're the, uh, you're the leader of the organization. Do you have a distribution team? How does that? What? What have? What are the resources that you use to let you do what you do on a daily basis? So we do, we have reps across the United States that will sell our product. And, um, we, like I said, we have multiple licensing agreements with some universities, uh, we do NBA, uh, deals.

And in addition, we, you know, basically, you know, we just continue to build a loyal customer base. And our mission is really, uh, to get everyone to have one of these chargers because [00:25:00] it is unique. It's useful. It's, it's lightweight. Um, and it works for everybody. Yeah. As I said, there's not a listener on, uh, this podcast that hasn't maybe even as recently as today.

Been in a situation where, uh, where they haven't needed, you know, uh, a little bump in power. And, uh, so, so you're absolutely right. So from a, um, I always try to think of this as a, as, as an entrepreneur. It's an opportunity for other businesses, uh, to. provide a product or a gift or things like that branded with their logo, etcetera.

Uh, that, uh, that really, I mean, we always talk about value ads. What? What is something that would be valuable to our end consumer? I mean, that's that's something that, uh, you know, certainly clients would would love to have, and it gives, uh, give us businesses the [00:26:00] opportunity to brand their business, right?

Yeah, I mean, that wasn't my, obviously I wanted to really save those who are on the go and they need a charge and you know, they, these phones, they, they're really powerful these days. They're draining. They're using them more. So that was truly our goal. But it's a, it's a really big marketing tool. Uh, you know, everybody has their phone in their hand.

Yeah. You know, I was just out the other day and I had one of my wealth management clients. Charger on, on the phone at the bar at the montage. And I see someone next to me, Googling it. I mean, it's a great way of real estate. Uh, you know, we have hotels have them in their gift shop, but the one thing is what I am trying to change is when you say the word power bank, everybody assumes it's not charged and you have to have an extra court.

They just have that in their mind. That's right. That's what they, they hear power bank. They think. It's not I'm not gonna use it right now. [00:27:00] And we have changed that. We are changing that once they you know, those familiar with our product, they think, Oh, wow, that's ready to go out of the package. And the cords are attached.

It works on everything, every cell phone, every small device, AirPods. We had someone charge hearing aids the other day, I had someone do a blood pressure machine, because it has all the connections. It's got the lightning, the micro USB, the type C, everything and it's ready to go. So incredible. So, um, we're now, you know, you, you, you, you've got it launched.

It's thriving. I mean, you're, you're, you're getting the distribution. Um, what have you learned through that process? That dang it, you just wish somebody had given you that, that little tidbit of information way back when you were just, just starting to come up with this idea. What is, what is one thing in that entrepreneur journey that you just say, if [00:28:00] I had only known, has there, has there been one thing that you can, uh, you can pinpoint that's been that moment?

Probably owning a business. Okay. People think, wow, you're so lucky you own your, your own business. They don't realize how much time goes into owning a business. And I, it's, it's a lot. I mean, although it's rewarding, it is rewarding, but you've got to really work hard to get there. So, um, probably, you know, just, you know, maybe some tips on, you know, accounting, you know, I'm a pilot.

I could fly the plane. That's no problem. I just give me a plane. I got it. But these other factors involving a business. Um, so yeah, you were good at W and B, not necessarily P and L. And, uh, for those of you that don't know, W and B is weight and balance and every pilot does that. But, [00:29:00] you know, P and L that's that's the lifeblood of a, uh, of a business owner.

Actually, you know, top end revenue is absolutely critical in that. Um, but, you know, it, you know, For a variety of reasons. You seem to have, um, you have tapped into something that is, is such a need and, uh, you have done it in a way that is from a, a, a marketing and business development standpoint, certainly, uh, so successful.

Um, I'm just, you know, I, I'm incredibly impressed with what you've done and, uh, full disclosure to, uh, the listeners of, uh, of, um. The, the cannon curve. You also have, uh, one other, uh, new customer that you failed to mention and that's cannon financial Institute. Uh, because when I saw your product, I was like, Oh, we, we need this.

And, uh, so it is, uh, it is something that's wonderful. And I, I just, I appreciate you, uh, appreciate you sharing that story. [00:30:00] Um, So Michelle, there's one final question that we ask every guest on the Cannon curve. Um, I didn't prep you with it, but I know that you, you know about it because I know you've listened to some of the other, uh, other interviews.

Uh, so final question. Uh, you have an opportunity, uh, to fly back in time. Let's do that. You can fly back in time and have a conversation with the 22 year old Michelle. Michelle. But knowing what Michelle today knows, what advice, what counsel would you offer that young lady that would have been very helpful to her on her journey?

I'd say, you know, don't, don't take no for an answer. Well, you haven't, you haven't been doing that since you were nine years old. I mean, still to this day, I have people say you're, you know, you're, when I want to launch this business, my boss on there, he [00:31:00] said, you're crazy. You're not going to be able to do that.

Um, so, you know, just believing in yourself and just, just kind of, just don't listen to anyone, put your blinders on and just do, do what you want to do, regardless of what anybody says. Just you got it. You got this. You know, that's really the only way that you could be, um, emotionally free, right? Uh, is when you, uh, you're the type of individual that owns her success with the lack thereof, and that's okay.

And, you know, you, you, uh, you make it happen, right? Yeah, yeah. I mean, some of the brands we have people are just amazed that that we even have them and you know, but it's a lot of work. Nothing is free. And that's what's really hard. I'm raising my 13 and 15 year old children and they just they don't know what work is.

Well, it sounds like they need to do an internship that go battery [00:32:00] and you probably have the ability to help them see what works really all about right. They, they, they, they do. They do. They, they, they help. Yes, that is, that is good. That is awesome. Uh, Michelle, I want to thank you for being part of the Cannon curve.

You've got a, uh, you've got a very neat story. Um, I think it's incumbent upon all of us to, you know, keep our eyes open and where we see there's an opportunity, ask the question, how can I, uh, how can I fill that gap? And, uh, you have done that in a very simple, but very elegant way. Thank you. Thank you, Phil.

It's really nice. It is. It's been a pleasure to have you team. Thank you so much. You bet. Hope to see you in the sky soon. I look forward to it. Thank you. Same. The Cannon Curve is the production of Cannon Financial Institute. Executive producer of The Cannon Curve is Sarah Jones. Managing producer is McCall Chamberlain.

Editing and mixing is done by Danny Brunner. On behalf of all the faculty and [00:33:00] staff of Cannon Financial Institute, this is Phil Buchanan thanking you for staying ahead of the curve.