Author: tamaraparisio

28
Jan

Marketing Your Small Business: Target the Right Audience

As a small business owner, every dollar counts. That’s why it’s essential to be efficient and make sure your marketing efforts are reaching the right people. The key to success is to clearly define your target audience and tailor your marketing efforts to appeal to that specific group of people. Talk to them where they are.

“Stop interrupting what people are interested in and be what people are interested in.” —Craig Davis

To be the most compelling in your efforts, it is important to talk to the right people about the things that are of interest to them. One of the first steps in identifying your target audience is to determine demographics. This includes things like age, gender, income, and education level. Understanding these factors will help you create campaigns and messaging that will resonate with your target audience.

“Focus on the core problem your business solves and put out lots of content and enthusiasm and ideas about how to solve that problem.” — Laura Fitton

But demographics alone aren’t enough to fully connect with your target audience. Understanding your audience on a deeper level will fortify your ability to personalize messaging and the customer experience. To know your audience more intimately, consider psychographics, which include things like lifestyle, values, and interests. With awareness of audience psychographics, you can create campaigns that align with their values and interests, making them more likely to engage with your brand.

“Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.” – David Beebe 

Another important aspect of targeting your audience is understanding their behaviors. For example, if your target audience is primarily on social media, it makes sense to focus your efforts on building a strong presence on those platforms. Or if your target audience is more likely to search for products or services online, it’s important to focus on local Search Engine Optimization (SEO) techniques to increase your visibility in search results.

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” — Andrew Davis

Building a strong online presence is essential for any small business. A well-designed website and active social media channels can help you reach a wider audience and increase brand awareness. Additionally, by optimizing your website for local SEO, you can make it easier for potential customers in your area to find you. An email platform can assist you in delivering the right message to the right people at the right time. 

“When you combine the Buyer Profile with Buying Insights, you will have clear guidance for the decisions you need to make to win their business.” Adele Revella,

Create a persona for your buyer. Buyer personas are detailed descriptions of a company’s target customers and can be time-consuming to create and maintain as they change with market trends and the company’s offerings. Invest in the process. Explore the variables that affect how prospects decide to purchase. What is the customer journey? What does your buyer care about? What are their needs? What features matter? What holds them back from deciding to buy? With this insight, you can create messaging and efforts to actually affect change. Revisit the persona regularly and update it to reflect changing landscape of the the times.

For every business owner, it’s important to take the time to understand your target audience in order to tailor sales and marketing efforts to reach and appeal to them. By understanding customer and prospect demographics, psychographics, and behaviors, you can create customized campaigns that will resonate with them and ultimately drive conversion. With consistent messaging, building a strong online presence and utilizing local SEO techniques can also help increase visibility and reach potential customers. Having the right strategies in place to address the needs of your prospects, you can make the most of your marketing budget and see real results for your business.

22
Apr

The ABC’s To Make Your First Impression Last

Making a lasting first impression is crucial in personal and professional settings. A strong first impression can open doors and create opportunities. However, making a lasting impression can be challenging, especially in a world where attention spans are short and competition is high. Fortunately, by following the ABCs of making a good impression, you can increase your chances of creating an unforgettable experience for yourself and your audience.

A. ALIGNMENT with your WHY
The first step in making a lasting first impression is to align with your “why.” Knowing and understanding what drives you is essential in presenting yourself authentically and naturally to those around you. When you’re clear on why you’re doing something, it allows you to express that passion in everything that you do, making you more memorable. As motivational speaker Tony Robbins once said, “The only way to do great work is to love what you do.”

B. BREAKTHROUGH the clutter
To make a lasting impression, you need to stand out from the crowd. As marketing expert Seth Godin once said, “Being average means you’re as close to the bottom as you are to the top.” Don’t blend in; differentiate yourself by using your style, sharing unique stories, or incorporating other creative elements that give you an edge. This will help people remember who you are and keep their attention focused on what you have to say or offer.

C. CONSISTENCY with your message
Once you’ve made an initial connection, don’t let up. Consistently amplify your message by networking with relevant people in person or online, reaching out regularly with thoughtful comments or resources related to the topics of conversation at hand, and striving to stay top-of-mind when interacting with others. Remember, first impressions are just the beginning, and it’s up to you to maintain that momentum. As writer and consultant Dale Carnegie once said, “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” tailor your message to be relevant to your audience, letting them know

Making a lasting first impression takes effort. By aligning with your why, breaking through the clutter, and maintaining consistency with your message, you can increase your chances of creating an intentional, memorable, and lasting impression.

15
Jan

How to Create an Effective Marketing Event Calendar and Massively Change Results

Create a marketing calendar of actions that works backwards from desired annual revenue. 

Creating a 12-month launch and promotion calendar that works backwards from your desired annual revenue can be a game-changer for your business. It’s a powerful shift in thinking that can help you scale a profitable business that works for you, even when you’re not working.

CRITICAL PRIORITIES: It is essential to focus on your critical priorities and sequence your efforts so that you’re not working late nights and weekends. By following these steps, you can create a marketing calendar that will generate the leads you need to fill your programs and help you achieve your goals.

CALCULATION: The first step in creating this calendar is to calculate the number of people you need to say “yes” to in order to achieve your goal. Once you know this number, you can work backwards to determine the number of leads you need to generate, and the promotions and launches you need to execute.

CUSTOMER EXPERIENCE: A great way to start creating your calendar is to think about the different stages of the customer journey. This includes awareness, consideration, and decision making. For each stage, you need to create content that is tailored to the specific needs of your target audience. For example, during the awareness stage, you might create blog posts or infographics that provide helpful information to people who are just learning about your industry. During the consideration stage, you might create case studies or webinars that demonstrate the value of your products or services. And during the decision making stage, you might create email campaigns or social media ads that encourage people to take action.

CHANNEL PLANS: You also need to think about the different channels you’ll use to promote your business. This includes social media, email marketing, search engine optimization, and paid advertising. For each channel, you need to create a plan that outlines the specific tactics you’ll use to reach your target audience. And it’s important to sequence these tactics so that you’re not working late nights and weekends.

CONTENT CREATION: One of the keys to success is having a clear and focused content strategy. This means creating a 12-month content marketing calendar that will help you generate the leads you need to fill your programs. Knowing your critical priorities is essential to making this happen. Focus on creating content, promoting your business, and serving existing clients all at the same time. And again, it’s important to sequence these priorities so that you’re not working late nights and weekends.

Working backwards from your desired annual revenue to plan key marketing activities is a powerful shift in thinking that can help you scale a profitable business that works for you. By focusing on your critical priorities and sequencing your efforts, you can create a marketing calendar that will generate the leads you need to fill your programs, and help you achieve your goals.

  • Calculate the number of people you require to say “yes” in to achieve your goal, then work backwards to determine the number of leads you need to generate, and the promotions and launches you need to execute.
  • Boost business with a powerful shift in your thinking to support you in scaling a profitable business that works for you (on autopilot—even when you’re not working)
  • Build your 12-month marketing calendar so you have enough leads to fill your programs
  • Know the Critical Priorities you must focus on to create content, promote, and serve existing clients all at the same time, and sequence them so you aren’t working late nights and weekends.
26
Sep

5 Ways to Stay on Track During 20 Days of Mercury Retrograde

Mercury will be in Retrograde … again! Knowing this can assist you to understand how the energies of this shift might affect you—and prepare for it. This is one of those cycles where energy may feel confusing and ungrounded. During Mercury Retrograde, it’s common to feel emotional, dramatic, and reactive. As we approach another Mercury Retrograde cycle, it is important to understand the potential effects on our energy and communication. As the messenger of the zodiac, Mercury governs aspects such as thinking, speech, correspondence, technology, and transportation.

When Earth goes retrograde it appears to be moving backward. While it’s not actually moving backward, our PERCEPTION makes it seem so. This skewed perception disrupts the smooth flow of communication. During this retrograde period, the appearance of Earth moving backwards may disrupt the flow of communication and cause confusion. It is important to take proactive steps to prepare for this shift and navigate the potential challenges it may bring.

Anything that you can put a “re” in front of is a good way to keep your energy grounded during this time. So go with the flow in the following ways:

RE-VIEW

During Mercury Retrograde, it’s important to take a step back and re-evaluate things that may have been left unfinished or neglected. This is a good time to review projects that you haven’t finished or take another look at something that you’ve been putting off doing. It’s about reassessing, redoing, rearranging, realigning, revamping … This is a great time to review your plans, projects, and goals and see if they are still aligned with your current needs and aspirations. It’s also a good time to reassess your relationships, redo things that you may have done wrong in the past, rearrange your priorities, realign your values, and revamp your approach to things. By taking the time to re-view and re-evaluate, you’ll be able to navigate the confusing energies of Mercury Retrograde with more clarity and purpose.

REVISIT

When a planet goes retrograde it indicates that something from the past is to be revisited. Often, a person from the past will emerge. It’s a time to reflect on past relationships and see if there are unresolved issues that need to be addressed. This can be a powerful time for personal growth and self-discovery. Remember, the past is a part of who you are, and it’s important to understand it in order to fully embrace your present and future. The past is history—the past lives too. It’s a good opportunity to revisit old ideas and see if they can be improved upon or if they should be abandoned altogether. Embrace this opportunity to delve into your past, and use it as a tool for healing and moving forward in a more positive direction.

REFLECT

Pause, reflect, and take a mental break. Your soul will thank you for it. When Mercury is retrograde, the energy shifts so you may miss information, like the fine print. Reflect on your actions and decisions during this time, and avoid making hasty choices. Instead, take a step back and evaluate the situation from a different perspective. This can help you avoid potential mistakes and make more informed decisions. Whenever you’re feeling confused and overwhelmed, it’s good to just stop. Allow yourself a break! Shift into idle. Take time to journal your thoughts and feelings to gain clarity and understand what’s going on inside you. Remember, during this time it’s important to take care of yourself and give yourself the space and time you need to think things through.

RETREAT

Go within. Retreat and focus on self-care during this period. Mercury retrograde is often a time of heightened intuition. Remember, this is a time for introspection, so take a step back from the chaos and focus on your inner self. Engage in activities that bring you peace and tranquility such as yoga, journaling, or nature walks. This will help you to clear your mind and gain a better understanding of yourself and your needs. Use meditation or quiet time and reconnect with your higher self. Remember that the answers lie within you. By taking the time to retreat and reconnect with yourself, you’ll be better equipped to handle any challenges that may arise during the retrograde. The outcome: get a revived perspective so when Mercury goes direct you’ll be ready to take on the world with renewed self-awareness.

REWIND

Rewind your actions, words, and thoughts during this time. Take a step back and think about how you’ve been communicating, using technology, and traveling. Are there any areas where you could have handled things differently? This is a great opportunity to learn from your past mistakes and make any necessary adjustments for the future.

Mercury Retrograde can be a challenging time for communication and decision making, but it also presents an opportunity for reflection and self-improvement. By embracing the “re” words – review, revisit, reflect, retreat, and rewind – you can navigate this period with ease and come out on the other side with renewed self-awareness and a clearer understanding of yourself and your surroundings. Remember to be patient and compassionate with yourself and others during this time as well, as we are all affected by this energy shift in some way.

28
Jul

Sales & Marketing Go Hand in Hand to Boost Your Bottom Line

As a business professional, you understand the importance of generating revenue and increasing profits. One of the key ways to achieve these goals is through effective marketing. Many people think of marketing as a separate entity from sales, but in reality, marketing plays a crucial role in supporting and driving sales.

When it comes to building a successful business, marketing and sales go hand in hand. Marketing sets the stage by creating awareness, building interest, and generating leads. Sales then takes over by closing the deal and turning leads into customers. But it’s not as simple as just having a sales team in place. Without effective marketing, the sales team may struggle to find and engage with potential customers.

The purpose of marketing is to attract and engage with potential customers, and ultimately drive sales. This is done through a variety of tactics such as advertising, social media, content marketing, and public relations. By creating a strong brand and consistent messaging, marketing helps to establish trust and credibility with potential customers. This sets the stage for the sales team to come in and close the deal.

One of the most important things to remember when it comes to marketing is that it’s not just about creating pretty ads or catchy slogans. It’s about understanding your target audience and tailoring your message to speak directly to their needs and pain points. By doing this, you can increase the chances of turning leads into customers.

Another important aspect of marketing is measuring and analyzing the results of your efforts. This allows you to see what’s working and what’s not, and make adjustments as needed. By constantly testing and optimizing your marketing strategies, you can continuously improve your results and drive more sales.

Marketing also addresses product development. By understanding the needs and pain points of your target audience, you can design a product or service that meets those needs better than any alternative. This is a pivotal facet of marketing as it ensures that your offer is aligned with the needs of your customer and is more likely to be successful in the market. Additionally, the process of creating a compelling solution for your target audience can also help to inform and guide other aspects of your marketing strategy such as messaging, positioning and pricing.

Marketing makes money. Or it fails. In short, marketing and sales are two sides of the same coin. Without effective marketing, the sales team may struggle to find and engage with potential customers. By understanding your target audience and tailoring your message to speak directly to their needs and pain points, you can increase the chances of turning leads into customers. And by measuring and analyzing your results, you can continually improve your efforts and drive more sales.

As a strategic director, fractional CMO, business consultant, or hired gun, my job is to help you win by making you more money. And one of the best ways to do that is through effective marketing that supports and drives sales. So, let’s put the ball in play and get in the game. Together, we can make you rich while enriching the lives of those you serve.

 

11
Mar

Pricing Strategy: Keep It Simple

Don’t overcomplicate pricing. When it comes to setting prices, many people get overwhelmed.

Pricing is based on many factors. Ask yourself: How are your services delivered? Hourly? One and done? In the service industry, packages are most popular. What products do you offer? How are you positioning your offer (mass appeal, high value, luxury, etc)?

Three pricing models for service businesses:

  • HOURLY: your client pays for your time
  • PROJECT: your client pays for a tangible deliverable such as a logo or a time-based deliverable such as consulting — this is the easiest price model
  • RETAINER: your client pays a recurring monthly amount for a specific number of hours whether used or not

Three general pricing strategies and the +/- for each:

COMPETITIVE: Charge standard industry rate, plus or minus. This is easiest to start, establish price aligned with competition and increase as your reputation grows.
+you know what the market will bear
-clients may be willing to pay more based on value and positioning

PENETRATION: price your product or service at your lowest agreeable rate to build a base of clients or consumers
+get clients quickly
-likely you will be undervalued

NEED: what you require for income (what do you want to earn, and divide it by hours for service or units sold for a product)
+you get what you need
-this doesn’t account for all time or all value

A HYBRID approach with these strategies is optimal. Determine a price for your offer or package, then discount to build your client base and get results, then reduce the discount to raise your price as demand grows. Alternatively, add value with bonuses. This keeps the price for your product or service at the highest level.

Consider who you serve and what the competitive arena of alternative solutions available to them. This will give you an indication what the market will bear and you can adjust for penetration and necessary income. It is important to price at the highest level because you can always discount or reduce, which is easier than to raise prices once established.

31
Jan

Show and Tell to Sell: Building Trust in the Online World

In today’s digital age, more and more businesses are conducting transactions online. However, building trust with potential customers can be a challenge, especially when they are unable to meet you in person. To overcome this obstacle, it’s important to let visitors to your website know who you are and what you stand for.

“The first step in building trust is to let people know who you are.” – Brian Tracy, Author and Speaker

Start by telling your visitors about your company. Share why you started your business, when it was founded, where you are located, and who the key players are in your company. Highlight some of your customers and explain what your company does. This information helps visitors understand your background and credibility.

“Transparency is the best policy when it comes to building trust.” – Stephen Covey, Author and Speaker

Next, show your visitors what your company is all about. Give them a virtual tour of your office, show them photos from events you have attended, and highlight your products and services. Showcase key personnel and customers to give visitors a glimpse of the people behind the brand.

“People do business with people they know, like, and trust.” – John Jantsch, Author and Marketing Coach

Visual aids are especially important in the online world, as visitors can’t physically see your office or credentials on the wall. Show them virtually by including photos, videos, and other multimedia elements on your website. Give online visitors a perspective as if they were walking into your office for the first time. What is in your lobby or in your office? Do you have photos on your desk? Do you have credentials on the wall? Show them.

“Building trust is like building a bridge. It takes time, effort, and a solid foundation.” – Simon Sinek, Author and Speaker

Here is a list of things to tell about your company:

TELL:
a. what you do
b. why you do what you do
c. where you are located
d. who the principals and core management team is
e. who some of your customers are
f. when founded – how long have you been doing it?

And, here is a list of things to show them about your company:

SHOW:
a. behind the scenes at your office
b. events you attend (trade shows, symposiums, seminars)
c. your products and services
d. key personnel and customers
e. activities with clients and staff members

By showing and telling your visitors about your company, you build trust and credibility with potential customers. Remember that the more transparent and personal you are, the more likely people are to do business with you in the online world. When they know that you are a real person,  that will clear a hurdle in getting business in the online world.

7
Nov

#ScriptYourShift for Sweet Dreams

As a business owner who helps other companies create business plans, personal plans, and strategic plans, it can feel like I don’t even have enough hours in the day to get everything done. Lately, in fact, I have been low on sleep, trying to cram in that one last thing before I go to bed every night. With the seasons changing, my body and emotions have been shifting, and I have been out of touch with my body telling me to practice self-care always.

Part of running a business for businesses is sharing your vulnerabilities because there will always be something that resonates with the reader. I encourage you to reach out to me and let me know what resonates with you, to see if we can take this journey toward our thriving futures together.

Everything is a learning experience, and at one point this past week, I had crammed so much in that I was overbooking, and found myself overwhelmed with the sheer amount I had to do and the little time I had to do it. Like others who take pride in how hard they work, I had considered my work haul and long hours to be a testament to my strength – but this week it got the best of me, and I knew I needed to make a change.

For this reason, I made a decision to cancel or reschedule any appointments and tasks which were over-booked, and I made a point of ending work each day at a set time and letting myself sleep early. Lately, I had forgotten a little how valuable it is to take care of yourself, and it felt so relieving and calming to have sufficient sleep again.

I chose to go through one task at a time at work, from start to finish, because so often being overwhelmed comes not from how much effort and time is required, but rather how many results we are trying to achieve at once. Learning to not demand of yourself the ability to grossly multi-task, and learning to get through one thing from start to finish before starting the next, is invaluable to a business owner.

It is crucial to always remember that we are only human, and, more importantly, that that is okay, and that it is not okay to expect our superpowers to always be on display. For me, letting people know that they are superhuman only sometimes and must accept that they will not be superhuman all the time is part of the #ShiftYourScript strategy. If working with me sounds like a fit for you, reach out today to learn more about how I can help your company prosper.

Business planning does not simply involve a layout of all the details for operating the business – as a strategic planner, I also work closely with the entrepreneurs and business owners to effectively run their companies by keeping their own personal lives and their emotions and well-being accounted for. As they say, if your room is a mess, you are a mess….and if you are a mess, then your business will be a mess, and your life will be a mess.

If what I say resonates with you, then reach out to me today, and we will get started putting your script in order, one step at a time, breaking through all the barriers holding you back from a thriving company. Planning a business takes time and diligence – and I am here to guide you every step of the way.

 

20
Sep

Be Playful! 20 Questions for Joy

Here is a tip from #ScriptYourShift to play with possibilities. Being playful requires that you don’t take your Self so seriously. Set an intention for joy in your life. Joy comes from your heart. Happiness is fleeting — it is of the moment and in the experience. Joy remains and sustains. It is a vibration, a resonance.

To Be Or Not To Be Is Not The Question, To Be is All! — Wei Chen, Ancient Chinese Poet

See the humor in your life. Give your Self permission to laugh. Feel your experience of your own laughter. Get to the heart of the matter of what matters to the heart. When you are living from your heart, you have a resonance that attracts your desires. Love your self unconditionally. Enjoy your self. Then see the world around you share your joy.

Start in your heart.

Quench your thirst for joy to the bone. Embrace your funny “bone” … the body remembers everything. Unresolved emotional issues cause chaos in your body. Emotional trauma gets stuck in the body and manifests as discomfort or disease. Get to the core of when the event happened leading to the diagnosis. Stop recreating the past. Go back, observe the event objectively — recall it without re-experiencing the pain — and choose to let go of the belief system erroneously embraced. Give it new meaning. Reframe it.

Ask supportive questions.

Consider your questions carefully. Ask with your heart and in a way that reveals productive answers. Seek and ye shall find.

  1. “What feels joyful in this experience?”
  2. “What is my biggest dream?”
  3. “When did I last laugh out loud?”
  4. “What am I grateful for?”
  5. “ Which are my most memorable moments?
  6. “What fills me with joy?”
  7. “Where is the joy in this moment?”
  8. “How can I choreograph a life of joy?
  9. “What inspires me here, now?”
  10. “Am I smiling?”
  11. “Why am I so lucky?”
  12. “How did I create these awesome opportunities?”
  13. “What limiting beliefs can I let go?”
  14. “What supportive habits shall I cultivate?”
  15. “How will I make my life more meaningful, today?”
  16. “How shall I change someone’s life for the better today?”
  17. “Who shall I spend time with today?”
  18. “What is one thing I’ll do differently today?”
  19. “What is life calling of me?”
  20. “When all is said and done, will I have done more than I’ve said?”

Get out of your head and into your heart. Ask clear questions. Your mind will seek answers to anything you ask. Be wise in your query. Only ask what you desire having answered (instead of “how did I mess up so badly” ask “how did I make this work out well?”).

Question everything without judgment. Question your Self. Continue to question. Everything…

The answers are there, inside of you. Listen with your joy-filled heart!

Created for Eternally Eve, originally published here.

30
Aug

3 Things I Learned from My Recent Failure

Every failure feels like a crushing defeat that makes me question my self-worth and purpose. While I desired to wear multiple hats, meet every request, and bring a success, my toolset is incomplete and my skill across all disciplines is far from mastery. I can be chef and sous chef and wait tables, but that dilutes my genius. Attempting to focus on my strengths, I was asked to “stretch” and I agreed. In this effort, I could not reach far enough fast enough—though I gave my all in every attempt.

The course-corrections taken did not lead to smooth sailing. Resources were slim to none and new demands came on so strong, it was like drinking from a fire hose. I kept trying … and I will continue to seek the most productive outcome in every endeavor… still, I have not met with the delight of complete satisfaction.

Sometimes when you try to be and do everything, you become nothing, or a lot less than all.

However, when asked to step up to the plate, you gotta give it all ya got! Especially with a startup gig. The rush to get on base often requires concurrent planning and execution. Stutter steps happen along the way as the path becomes clarified and players come in and out of the game.

My “lane” is the strategic development. I create the brand plan—and the client team implements it. Areas for possible trip-ups include that there isn’t complete buy-in and there aren’t resources for implementation. Both of these bumps were present on this path, along with other challenges.

Still, when working for the vision, it is tough to realize disappointment. The victories drive action while defeat deflates momentum. I can only own my role — the few ways I could make a stronger player.

There were moments of victory. The joy of accomplishment fed my spirit till the next shoe fell behind in the race to forge ahead. When the brand plan was embraced and approved, things looked promising. And then there were the “squirrels” and distractions. Clients often desire to refresh the look before it takes hold. They want variety for the sake of amusement—not for the efficacy of impression. And, in the end, the client is always right. I can only create the plan, get approval, and remind them to stay on plan. When it is insisted to veer, I can only attempt to redirect traffic. And, often, I did.

I dared and I fell short of desired results. It would be tempting to come up with a single reason that things didn’t work out. But it isn’t that simple. And I must wrestle with, scrutinize, and learn from every misstep—as well as the few successes along the way. Perhaps I shall awaken to a new calling—all I know is that I’m trying to find my way. Here are the key takeaways from this unanswered prayer.

FIRST, make sure there is a PLAN.

If there is no plan, then there are only two choices. One is to create a plan and two is to walk away. I accepted an invitation to assist with marketing and branding projects for a startup in transition. There was a website, there was a business structure that was being revised for multiple entities — The Icon, The NonProfit Organization, The ForProfit Organization.

There was no plan. No vision. No mission. No strategy. At least, nothing in writing. Nothing shared. Here I offered to craft a short-term solution but the priority was set otherwise. I should have insisted on that being created or established in writing before proceeding. Instead, I took the carrot and ran with the project and its evolving particulars.

Thus, when I agreed to create a brand strategy for The Icon, it was an effort that stood alone and actually would be expected to lead all other actions. However, I was not in a position to be a leader in the developing organization structure, and there was no staff on board in the organization(s) to lead.

This leads to, SECOND, make sure there is staff or PERSONNEL to assist with execution. 

After attempting to bring in colleagues to flesh out the talent pool, and realizing personality conflicts with the client, I made the mistake of attempting to fly solo and find resources along the way. I was in charge of developing the overall strategy for The Icon brand, however, it became clear that there was no implementation team. While there was an intention to assemble and hire a team, there was not a network in place.  

Wanting to bring my “superpowers” and to realize success for the project, I took on the tasks of implementation across platforms that, strategically, required being revised, updated, or created. I spread myself too thin and I employed my adequate but not masterful skills of design, webmaster, leader, and etc to attempt translating the brand strategy across marketing efforts. I called for help and called out the gaps. Some were filled. Others remained gaping.

It was a disaster at best. The issues were many-fold. Time ticked away at its unforgiving pace and I was losing efficiency bouncing from one last-minute priority to another as deadlines flew in my face like pixels in a video game. People came in the fold for a while — for instance, a woman stepped up to take charge of social media — and the relief of assistance was further taxed by the need to train and align them. 

For this, I created a plan — the Social Media Strategy was developed to assist brand presentation across Facebook and YouTube. From distinguishing a Profile from a Page and then concurrently creating a Celebrity Page on top of the existing NonProfit Organization Page plus planning for an eCommerce Page for exquisite items in the warehouse, this effort quickly scaled beyond reach. And, then the social media manager left the building.

With my hands full, I failed to pick up the threads and weave them into place, and I realized there was no clear path for reconciling all the loose ends. There was nowhere to turn.

So my last major key lesson is, THIRD, make sure there is a PROCESS—or that there are many processes—in place to support success. 

Key processes include Defining, Supporting, and Reporting. The reporting structure needs clear definition so that attention can be brought to the weaknesses and shortfalls in order to thwart disaster. In the changing business structures, the Board of Directors members revolved in and out of the organization, and then disappeared. The one consistent Director traveled for work and was not a businessman so had little efficacy in leading the pack, though he took responsibility for funding all.

Expectations were often unclear and the scope of work changed during each project. I created and executed a series of Social Media posts that were determined to be off-brand after the fact — so I deleted all of them. Getting aligned was difficult and getting approvals was even more difficult. All input and feedback came from The Icon, who really should not have been bothered with such detail, and yet there was nowhere else to turn.

A process for defining the details including deadlines and every duty would assist progress to the plan. And a system of support is critical. Weekly meetings would veer off agenda so effective review didn’t happen and next steps were not certainly determined. I failed to create a place to give shared visibility to all so that changing dates and demands would be communicated undeniably and in a timely fashion. 

I failed to uphold “no” when demands grew beyond my ability to stretch. I failed to “stop” and regroup to ensure alignment and support. I failed to find a way to voice requirements for success in a way that would capture attention and yield success that was better than haphazard. “Step up!” it was commanded. Get ‘er done! Then, even the victories got lost in the fog of let down.

I couldn’t dissuade the escalation of activity so disappointment was the way. This won’t be my experience next time, not at the next opportunity.

And a bonus key comes to mind; FOURTH, make sure you are a fit, PERSONALLY.

Camaraderie and cohesion aid accomplishment. While I met weekly with The Icon, I rarely felt heard. While I respect and revere the position of The Icon, I worked to remain objective. I did not find a way to drink the kool-aid and still serve in my hired role. Keeping out of the grey area meant keeping out of the cultural current. I attended a couple events to get to know the energy of The Icon’s work, as direct experience assists understanding and the ability to message it. Still, I felt it important to serve in my role rather than be served by The Icon. I stayed on the sidelines, in my lane of hired hand.

So again, perhaps I am not a fit in this as I see the newly hired full-time staff immerse themselves in the flow while taking on challenges full force. Or perhaps this is the plight of a contractor vs an employee — always on the outside looking in.

While I am drawn to The Icon and the work, I have a perspective of an observer and I keep my personal boundaries with great care. It is, perhaps, not the best alignment for this particular client. With full-time staff on board, there is a new direction emerging. So be it. I will hang on to the glimpses of achievement in the sea of simultaneous engineering this startup went through. Growing pains. Awkward like adolescence. Now taking off to experience the next stage of expansion.

My goal is to learn from this adventure in failure. To hone my strengths and shore up my weaknesses. And, one day, the people who doubt me will be the ones who talk about the one day when they met me. I might even be one of them.

I should have declined projects when we discussed that I was the wrong person for the detail work. It was out of alignment with my skill set. When asked to step up, I did. I should have said no. Still, some things went well. Overall it was disappointing. In trying to be everything, I was reduced to nothing.

4
Jul

Happy 4th of July Birthday, U.S.A.

“Today Is Your Birthday” — The Beatles

You say it’s your birthday
It’s my birthday too, yeah
They say it’s your birthday
We’re gonna have a good time
I’m glad it’s your birthday
Happy birthday to you

Yes we’re going to a party, party
Yes we’re going to a party, party
Yes we’re going to a party, party

I would like you to dance (birthday)
Take a cha-cha-cha-chance (birthday)
I would like you to dance (birthday)
Ooo, dance, yeah

I would like you to dance (birthday)
Take a cha-cha-cha-chance (birthday)
I would like you to dance (birthday)
Ooo, dance

You say it’s your birthday
It’s my birthday too, yeah
They say it’s your birthday
We’re gonna have a good time
I’m glad it’s your birthday
Happy birthday to you
Happy birthday to you

Songwriters: John Lennon,Paul McCartney
© Sony/ATV Music Publishing LLC
For non-commercial use only.
Data From: LyricFind

 

9
Apr

10 Points You Must Cover in Your Initial VC Pitch

You are a startup looking for a VC and a VC is looking for a startup. So how do you convince a VC to take your call or meet with you? You send them a deck — make sure it is stacked in your favor.

Start by developing and refining the reasons why the VC should meet with you. Organize your presentation with most persuasive and logical order of reasons. Make sure to punctuate with visuals — simply add headlines or bold leads to your paragraph or include illustrations. And, definitely, cover the ten critical points.

  1. THE DETAILS. Announce the name of your company, where it is located, the round, how much capital you wish to raise.
  2. THE PLAYERS. Introduce your team. Include the expertise each person brings.
  3. THE USP. Capture attention with your Unique Startup Proposition — what are you solving? Is this a necessity or a luxury? What is most impressive about where you are with it right now? It could be the team, the technology, the growth, etc. Get the VC excited about the possibilities.
  4. THE POTENTIAL. Show the VC the size of the opportunity. The projected market must be large enough to provide ample return on investment. Do your homework here and make it relevant to your specific vision or solution. Complete this picture with how you stack up to beat competition. Explain how you plan to scale.
  5. THE THING. Present your product. Whether it is a prototype or a blueprint, an app or a service, include as much detail as you have defined. Use all media that is available to portray the product with optimal clarity.
  6. THE PLAN. Outline your go-to-market strategy. How will you approach and capture your market? What will help you build your tribe? Do you have a website?
  7. THE WAY. Explain your business model. How will you generate and capture revenue? Online, salesforce, multi-tiered marketing? There are many options.
  8. THE KIPs. Show the numbers. Not just a spreadsheet, include charts or graphs that quickly communicate your Key Indicators of Performance or success.
  9. THE ASK. Yes. Ask for it. Let the VC know your needs — the money, the time, the support, the connections — and request to meet in person or via Skype to proceed with next steps.
  10. THE CATCHPHRASE. End with a battle cry. Make it unforgettable so that whatever the decision regarding your request, your startup will be remembered.

Make sure your presentation is clear, concise, and complete with compelling information and arguments. Brand the pages in a way to give repetitive attention to your startup name, logo or other identifying feature. Prepare the narrative for your presentation, ensure that it translates with or without you. May the VC be with you.

Also published via Medium and originally created for Invest Southwest, here.