A Catalyst for Connection: Introducing ILLA
Founded by Tana Hoffman, ILLA connects women with others to get out and after it.
Tana Hoffman, photo: Katie Lonzancich
What are your plans for this weekend? Still deciding, or haven't had a chance to even think about it? Maybe you want to go biking, try the trails at the resort, or hike something new, but the group chat is quiet, and your friends are all busy.
You're not alone. We all lead busy lives, and sometimes making adventure plans is one of our last priorities, despite having the drive to get out and after it.
Enter ILLA, a revolutionary app that matches women with similar skill levels to activities that fit their schedules. Think Bumble for friends without the judgemental swipe or inherent awkwardness.
Replace it with ILLA, a matching app that connects like-minded women with on-demand adventure partners.
ILLA also helps create a game plan for your meetup. So, now you don't have to stress about planning or researching. It's still up to you if you want to go and when. You can also create your own plan, and other members can join.
The brainchild of Tana Hoffman, ILLA is a startup app and platform initially powered by VF Venture Foundry. The beta app was recently launched in Jackson Hole. And now, it will launch in Denver, followed by cities around the country.
ILLA's Mission: To create space for outdoor women through community.
So what's up with ILLA, and who is Tana?
ILLA is a catalyst for connection and camaraderie. It's a safe space where women are welcomed and celebrated, no matter their skill level or experience. ILLA is building bonds between like-minded, well-adventured women, online and IRL.
And behind it all is Tana. A go-getter entrepreneur that you may have heard of but definitely should know.
Tan is a hard-working super connector that has spent the last fifteen years making a name for herself. She is a multifaceted digital marketer, founding Mountainist and working with Teton Gravity Research, Winter Park, and beyond. (Read her feature in JHSM issue 17 here.)
As an East-coast transplant, Tana knows all too well what's it like to be a newcomer to intimidating sports like backcountry snowboarding, snowmobiling, and dirt biking. She knows how hard it can be to find adventure buddies on a similar par and those willing to let you into their crew.
Thus, the idea of ILLA was born. So, we chatted with Tana for insight into her path as an adventurer and an entrepreneur.
T: My path to becoming an adventurer and an entrepreneur started with my parents: my dad was a WW2 air corp vet turned 747 captain for PanAm, and my mother was a multi-lingual PanAm stewardess with a sailing talent. They taught each other how to sail and fly, and instead of changing their lifestyle when they became parents, they just brought me along for the ride. Living on a sailboat the first few years of my life hard-wired me to seek out non-traditional experiences—to do things differently. My dad also owned and built several businesses over his lifetime and always had a strong work ethic. I'm very fortunate to have been able to see my parents balancing those things, work, and play. It made this life feasible long before I figured out how to make it work.
What led you to Jackson Hole, and how long have you been a part of the community?
I moved to Jackson 10 years ago from Colorado, pretty amazing full-time marketing gig at Winter Park. I did odd jobs and freelance work for the first two years, and I met most of my first friends skiing and biking on Teton Pass (I couldn't afford any passes at the time). Eventually, I was recruited to Teton Gravity Research's marketing department, three of the most formative years of my career. It inspired me to build my first startup, Mountainist, as a result of all the conversations I had with fans and followers of the TGR brand.
Can you tell us about your work founding Mountainist? How has this women-focused business led you to right here, right now?
The first concept for Mountainist was a women's outdoor magazine and video blog. I submitted the idea for a pitch competition. It didn't get accepted, but they gave me helpful feedback. I presented a similar concept the following year with a stronger business model: a mail-order rental service for outdoor gear. That got me into the competition, and I learned a lot from the coaching component. What I learned in that program informed how I'd build ILLA, its narrative, and the model I ultimately decided on. Mountainist has evolved into an online store for women's adventure gear. And while it hasn't been the overwhelming success I thought it might grow into (Fall 2019 was a challenging year to start an e-retail store!), it was my mini MBA, and it was the stepping stone I needed to launch my original idea, the right way. Without Mountainist, there would be no ILLA. That's a fact.
Q: What have been some of the biggest benefits of working with VF Venture Foundry?
I am trying to take advantage of as many research opportunities as I can. I have reached out to my network and done small-scale surveys, but this is the first time I’ve had access to such a breadth of research. Even when I think I know the answer, I usually find out something new or discover an angle I haven’t considered before.
Another great resource is access to the VF team. I am paired with a Venture Catalyst; she is a mentor, a partner, a devil’s advocate, and a sounding board. There is also a broader network of Venture Catalysts and the other EIRs (entrepreneurs in residence) who make up an informal advisory board of differing perspectives and backgrounds. Any question comes back with so many different answers and viewpoints, which I would never have access to without this network of people.
Could ILLA help you find new riding buddies this winter? You bet.
ILLA has beta launched in Jackson Hole this summer and will soon launch in Denver. Throughout the fall, it will evolve into matching and creating opportunities for winter sports. In addition, there are plenty more perks on the horizon with ILLA memberships.
But right here, right now, you'll want to join.
Check out more about ILLA here: WeAreILLA.com
