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Community Highlights: Meet Joanna Waterfall of Yellow Co

Today we’d like to introduce you to Joanna Waterfall.

Hi Joanna, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start, maybe you can share some of your backstory with our readers?
I remember it so clearly, even though it was years ago. I was in the shower getting ready to head to an Ugly Christmas Sweater Party. I was thinking about how inspired I was by women who were running social good businesses where they knew they were making an impact for good because their business was designed around that very fact. I wanted to create a space where I could hear from women like this. Where I could sit and soak in the goodness and hear the whys and the hows. It hit me like a lightning bolt. I have to start a conference where women like THIS are speaking! I went to the ugly Christmas sweater party and the next day hit the ground running on this idea.

Today, in addition to our annual conference, we have an online membership platform with over 400 members. We host multiple events each year (both in-person and digital) and have a thriving community of women involved in our Yellow Guidance Groups, smaller groups that meet bi-weekly to discuss and support each other as they create their meaningful work.

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
It most certainly has not! I could go on and on about the struggles faced, but I’ll stick to the most recent. Pre-Covid, our main source of our revenue was through our in-person conference ticket sales and sponsorship. When everything went down with the pandemic, we had to turn our in-person conferences virtual. We lost the majority of our 2020 budget, and I had to lay off my team. It was a difficult time where I felt like I had no idea what was coming and how I was going to manage 2020.

Thank goodness we had started our Yellow Guidance Groups at the very beginning of that year, as it was the area we pivoted into hard after canceling our in-person events. Today, our Guidance Group membership took the place of our events as the highest-grossing revenue stream we have and have consistently been growing ever since. It’s our new core offering and has added a new depth of relationships to our community.

Thanks – so what else should our readers know about Yellow Co?
Yellow Co. is a community of women who are creating meaningful work. We bring together entrepreneurial-minded ladies who have a desire to use what they have where they are to make an impact for good. We bring together this community through online and in-person events, a digital membership platform and ongoing small groups called Guidance Groups. We at Yellow see work not as a career but in how we find and create meaning in the world. We focus on the whole person and believe in wholehearted integration of all areas of life and our content reflects that.

The women in this community are beautifully working to make a change for good, and because of that, we have the most amazing women a part of what we do! I always say the best part about Yellow are the women who are a part of it.

Can you share something surprising about yourself?
That I was a fine arts major in college! I spent many long nights in the art department painting and drawing, constantly covered in art materials.

That we also work with teams! We bring our Guidance Group framework into the corporate setting and help teams find community and connection within their own workplace. The framework has proven to be very powerful for creating efficiencies and overall team bonding in this setting.


  • Membership: 6.99 / month Free first month! 69.99/year
  • Guidance Groups: $125/month

Contact Info:

  • Email:
  • Website:
  • Instagram:

Image Credits
Caca Santoro

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