Rayner Urdaneta

If you can master your own time management, you can have balance as well as success.


When you have the power of a supportive family, the graciousness of heart, and the determination and drive to succeed, you become an indomitable force of nature. Ray Urdaneta, Co-founder and Chief Executive Officer of MONAT, has become that force as he brings new sales innovation and true vibrancy to the hair care industry.

Ray came to the United States in 2000 after completing two years of law school in his native country of Venezuela. Previously, he had a sporting goods store selling Nike and Adidas products. He would come to the U.S. to purchase his products and ship them back to Venezuela. Seeing the U.S. as the land of opportunity, he decided to move to America. He had no idea how he would accomplish a move of such magnitude, but he set his sights on accomplishing this dream.

Ray Urdaneta was a newlywed when he and his bride humbly came to the United States. Nearly all their finances were spent on plane tickets and visas. With very little resources and a loving family who provided a place to stay, the couple began their new life. They worked hard and faced many challenges, but the immutable drive for success has led them to recognize their ultimate passion for success.

Today the family enjoys the fruits of their labor as MONAT has become a thriving business. MONAT has developed a line of hair care products that are naturally-based and non-toxic. At MONAT, they choose to share their wealth with others. MONAT offers a business opportunity to individuals with a desire to succeed in their own business. Social Sales is an innovative marketing strategy offered in conjunction with the full support of the company.

Ray Urdaneta, his wife, and three children enjoy the benefits that hard work, dedication, and focus has brought to their lives with their passion for success. It has made MONAT the thriving business that it is, and the reality and truth of a dream come true.

Where did the idea for your company come from?

We had a great experience with a company in South America. We had two reasons why we wanted to go into North America with MONAT. The first reason was that there is a new way of selling. The direct-sales market has become social marketing or social selling. More people want to be in business for themselves. It is the concept of the “You economy”. Fifty million people want to be single business owners. We offer an opportunity for people to be a business owner. Many individuals are making additional income with companies such as Uber, Airbnb, Amazon Market, and we present MONAT. There are so many options to develop business through the internet and through social media or video conferences. This is the biggest selling market in the world. We have access to a hundred and thirty million people. There was a lot of potential and it felt like the right time. There is no one else in the hair care industry here does what we do.

What does your typical day look like and how do you make it productive?

I am up at six in the morning. The first three hours of my day is spent having breakfast with my three children and taking them to school. I exercise for the next two hours. I have a full schedule when I get to the office. Friday morning is set aside to meet with my assistant. We engineer my week to make the most of my schedule. I have meetings at very strange times like 3:47 knowing it is for twenty minutes to complete. I try to get home to have dinner with my family by seven. I focus on the things that are most important to me. I have learned to balance my day. My day is exercise, work, and I make sure I have time for my wife and kids.

How do you bring ideas to life?

I bring my ideas to either the marketing team or the development team. Any idea that we have we ask how the idea will benefit the market. If it passes through this stage the idea is passed through to the Chief Financial Officer to see if the idea is financially feasible. It doesn’t just have to be my idea, anyone who has an idea goes through the same process. I encourage new ideas to be presented to the company. We rewarded one of our warehouse employees for their ideas. She saved us five-hundred-thousand dollars with one of her ideas.

What’s one trend that excites you?

One of the things that excites me is that more and more customers are inclined to buy from companies with principles. How do you compete with multi-billion-dollar companies? Customers want to buy products that are more sustainable, natural and non-toxic. It is a tall order, but we have been able to develop a product that works without toxic ingredients.

What is one habit of yours that makes you more productive as an entrepreneur?

I am extremely disciplined with my time and I have a routine. People ask me all the time how I have such a balance in my life. I have a beautiful wife; I am able to be a good father to my children and I run two businesses. If you can master your own time management, you can have balance as well as success.

What advice would you give your younger self?

Don’t overthink things. I have been successful, but if I didn’t overthink things, I could have had it much sooner.

Tell us something that’s true that almost nobody agrees with you on.

Many people have a hard time trusting others. I am a trusting, non-judgmental person. I believe that 90% of people mean well. I am cautious but trusting first. I believe that most people want to do well. I believe that most people want to do the right thing.

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

I keep coming up with new ideas. You have to keep it fresh. Sometimes it can be overwhelming, but you have to keep coming up with new ideas.

What is one strategy that has helped you grow your business?

One strategy to grow your business is to focus on the important things. You don’t have to be the best at everything. Be the best at focus and efficiency. At MONAT, we focus on hair care. Then we focus on each aspect of the business individually. When we focus on our customers, we give the best product that is non-toxic. When we focus on individuals, we give the best income opportunity that we can offer. When we plan trips or events we are fully prepared in advance. The key is efficiency in everything that we do.

What is one failure you had as an entrepreneur, and how did you overcome it?

In 2007 I did promotions for my former company. I didn’t fully understand what I was doing. I learned from the experience. Before I commit resources to another promotion, it will be fully researched and understood before the promotion is executed.

What is one business idea that you’re willing to give away to our readers?

If you have limited resources and you are looking for a business, the way to go is into social selling. There are many good opportunities with social selling. MONAT is the only one in the hair care industry. Make sure you research the company. Some companies are too big to change their way of selling. A young company perhaps ten years old will be using the power of social media. I don’t know of any other business you can have for very little money and that provides you with an entire business platform with full support. With the opportunity that MONAT offers there are so many possibilities. If you can brand and promote yourself, you can be making six figures within the first three years.

What is the best $100 you recently spent? What and why?

The best money that I have started to spend is on keeping my body healthy as well as stress-free. I have begun to schedule massage sessions. It is a great relief that is good for me and good for the company.

What is one piece of software or a web service that helps you be productive?

We use a software program at the office that runs every department and keeps us all on the same page. Personally, I keep it simple, I use my calendar and my notes on my iPhone. Those two applications keep everything right on schedule.

What is the one book that you recommend our community should read and why?

The Magic of Thinking Big by David J. Schwartz. It teaches the power of positive thinking.

What is your favorite quote?

You don’t have to settle; you can have it all.

Key Learnings:

● Be the best at focus and efficiency.
● I keep coming up with new ideas. You have to keep it fresh.
● If you can master your own time management, you can have balance as well as success.