Brooklyn Soap Maker Builds Virtual C-Suite Using AI

Russell, who launched her bath-and-body brand initially as a side project on Etsy, found that typical small business resources often failed to address her specific needs. While she excelled at product development, technical areas like interpreting Google Analytics or managing sales data remained opaque. Her transition from hobbyist to business owner required a structural shift that traditional online tutorials could not provide.

Her solution involved assigning specific Claude projects to act as a virtual C-suite, covering finance, product development, and marketing. She strictly frames these tools as entry-level support rather than decision-makers, maintaining her role as the final authority. An AI 'chief of staff' now compiles monthly recaps of these interactions, providing the organizational cohesion she previously lacked. Despite the efficiency gains, Russell remains cautious about the environmental impact and lack of regulation surrounding AI, capping her usage to ensure the technology remains a tool rather than a replacement for human staff. She views the software as a temporary infrastructure bridge, stating a preference for hiring human employees once her self-funded business secures the necessary grant funding.