Jacquelyn Ward and Ana Maes: 'Test, test, test'

Jacquelyn Ward and Ana Maes are the co-founders of Our Story Bridal. Courtesy of Our Story Bridal

Our Story Bridal is New York City's only bridal consignment boutique. They sell designer wedding dresses at steep discounts.

"Don't wait for perfect! When starting a new business, we have learned that there is only so much you can predict with the information you have. The only way to really know if something is going to work is by testing it in a quick and scrappy way.

"We started our business by gathering 40 dresses from around the city and hosting a pop-up at a friend's showroom. During the very first pop-up, we only had a few brides stop by and we learned from that and quickly adapted our marketing and processes. By our fourth pop-up, we had a waiting list of over 300 brides. Our business needs have evolved as we grow, so test things with the information you have available but rest assure, it will not be perfect, but you will be one step closer to achieving your goal."