Business Digest Magazine by Best-Business-Digest

Oct/Nov 2021

INSIDE THIS ISSUE... 07

Tell and Sell Your Business Story Rachel Irvine

How Businesses Can Self-Market: 4 Tips Evan Nierman

How Public Relations Help Real Estate Investor Startups Valerie Zucker and Nicole Lewis

The Magic Ingredient of Powerful Public Relations Simon Hall

Nick Rijniers, The 28 year-old Entrepreneur who Transformed Bark & Birch into a Global Dog Services Brand

Interview with Leah Jacobson

Communicate, Communicate, Communicate! Alex Goryachev

Interview with Rebecca Churchill

El Salvador’s ‘Bitcoin Beach’ shows why every Startup should Prioritize Public Relations Hina Chowdhary

Dressing Team GB For The Olympic Games: A Game Of Fractions Jamie Henfrey

EDITOR’S LETTER WELCOME! Problems are a sign that you ought to try something new. Adversity forces you to think differently; to look at things from a new perspective. Covid-19 has done just that. It is said that the most reliable wood is from the tree that stands in the open where the storms and winds beat upon it, bending and shaping it. The most resilient people are those who have fallen down, dusted themselves and gotten up and tried once more. Starting your own business is not child’s play. It is like a rollercoaster. Sometimes it’s exciting and you are up there in the clouds and sometimes it’s challenging and you feel down and under. No one has the absolute blue print of starting a business and that is why it makes it unpredictable and exciting. Entrepreneurship is about solving problems, anticipating change and positioning yourself to beat the odds. In our October/November 2021 Issue, read about Nick Rijiniers, a master at unearthing needs and fulfilling them to the brim. Read about Rachel Irvine and learn how a former journalist used her skills to help organisations tell their stories. There is also Evan Nierman who articulates on how businesses can self-market and Alex Goryachev who examines the benefits of communication! There is lots more insights from Clay McDaniel on Giving Small Businesses The Tools They Need and Polly Atherton on the Effective Awareness and Brand Reputation. Our drive is to see businesses getting back to their best and we are supporting The Great British Business Show who has an Event at the Excel in 24th and 25th November 2021. We have also partnered with British Revival Series who have a conference in 9th & 10th March 2022 at the Excel.

Fanele Moyo Editor

Oct/Nov 2021

“What we have managed to achieve in two years is massive. We managed to get this business from nothing to a Global fragmented business providing physical in person services across multiple countries and cultures whilst going through a Global Pandemic!

dog service providers in the UK and Ireland. Bark & Birch Trainers are comprised of the highest quality of dog behaviourists, ex-police/army dog handlers and highly trained canine experts. The company will always tailor the right solution for each dog trained, and can help and assist with:

“It has always meant so much to me when we have someone calling us crying tears of happiness that we have helped their dogs and changed their lives and given their dogs a second chance and chance to have a better life

● ● ● ● ● ● sues ● ● ● ● ●

“The decision to launch our services across the USA and Brazil came quite naturally and was a logical step on our business growth strategy. We are very excited about this new market as we have already seen great success In LA and California. We’ve already welcomed many Board and Train dogs with fantastic results from our high quality trainers.

CEO of Global Dog Services start up Bark & Birch expands the company into the USA and Brazil and turns over $8 million dollars in the second full year of business Bark & Birch, who operate in the UK, Ireland and Portugal has launched in LA, Houston, Miami, New York and Georgia and continues to grow rapidly across the USA.Next month will see the Global Dog Services company also expand into Sao Paulo, Brazil with several Doggy Day-cares opening across the city and the hiring of several new trainers. CEO of Bark & Birch Nick Rijniers, who is only 28, has managed to lead the Global Dog Services company to global success in two short years, turning over $8 million dollars in the second year of business and the company predicted to be valued at $100 million in 2022 after a further investment round. Rijniers, who started his career off in the Dutch Special Forces, training German and Belgian Shepherds started the company in 2019 in the UK with only two members of staff. Bark & Birch now has over 100 staff members globally and trains over 1000 dogs a month. The ethos of the company is to give both dogs and their owners a better life together. Rijniers started the company with a view to providing an all-encompassing dog services company to include, doggy day-care, training, boarding and grooming as a one stop shop so that owners don’t have to drop their

precious pups at various different places and for Bark & Birch to be the full trusted provider of dog services globally. Already operating in full force in the UK and the USA, Bark & Birch has now hired highly experienced Head Trainers across 15 state in the USA, including New York, New Jersey, Texas, Philadelphia, Georgia, Washington, Maryland, Ohio, Dallas, Illinois, Arizona, Georgia and many more states. Many of the head trainers are ex-military and retired servicemen or women, The company plans to rapidly develop across all of the remaining US states this year, with the recruitment of an additional 75 plus dog trainers plus 25 support staff. Bark & Birch will also expand into Sao Paulo, Brazil later this month and then Canada. Nick Rijniers, CEO and Founder of Bark & Birch said: “ We help thousands of dogs a month and we want to help even more every month become the best that they can be.I spent years working in big technology companies and have trained lots of dogs in the Dutch Army, it started with me training my friend’s badly behaved dogs andI realised that there aren’t many trainers who can deal with reactive dogs and it became apparent that I could build a company with something I am passionate about and have the satisfaction of helping these people and their dogs.

“We will continue to establish closer ties in the USA and Brazilian market while creating many jobs as part of our recruitment drive and will then expand into more countries globally.”

Puppy training Basic & advanced obedience Separation Anxiety Human and or dog aggression Destructive behaviour Specific behaviour and obedience related isGuard dog training Breed Consultations Emotional Support dog courses Doggy Day Care Holiday Boarding

For more information please visit:https://www.barkandbirch.com

“We already run residential training, day-care and grooming services and we are on a mission to become the largest provider of dog services globally, also developing new technology and digital methods to really grow Bark & Birch. Our goal hasn’t changed since we first started; help dogs and their owners lead happier lives together!”

About Bark & Birch Bark & Birch currently train almost 1000 dogs a month. The team of highly experienced dog behaviourists and ex-police/army dog handlers rehabilitate and teach basic and advanced obedience, either as part of a residential ‘Board and Train’ Program or through a series of private one to one sessions. During the Bark & Birch Board and Train Programs, dogs will be boarded at the homes of their trainers, enjoying home comforts for the duration of their program alongside their training. The company provides daily video and photo updates, as well as progress reports for owners. The company will always strive to build customised programs around each dog, knowing that every dog is unique and different. Bark & Birch is a British company and now one of the most successful

Nick Rijniers

Oct/Nov 2021

March 9th & 10th

LIVE EVENTS ARE BACK

FOR

Exhibit with us! Business Digest Magazine is pleased to announce that we are supporting and exhibiting at ‘The Business Revival Series’ - The UK’s largest business event for Business Revival in a post- pandemic world, coming to London’s ExCeL on the 9th & 10th March 2022! The series consists of The Business Revival Conference The Remote Working Expo The Corporate Wellbeing Expo

BUSINESS DIGEST ARE EXHIBITING! Come & Visit Us On Stand 111 At The UK's ONLY Show For Business Revival!

3 SHOWS UNDER 1 ROOF 10,000+ VISITORS 250+ EXHIBITORS 130+ SPEAKERS 6 WORKSHOPS

More than 10,000 businesses will be attending, with industry leading speakers and exhibitors from big name brands such as Natwest, Google, NHS, Microsoft, Starling Bank & many more. We will be on Stand 111. Come along to say hello! With the event extremely limited on stand space, a few key features and speaking slots are left available be sure to contact the organisers to secure your space as this will not be one to miss! If you are interested in exhibiting & speaking at the show, contact Josh Faulkner on 02045 178 888 or Josh@inspiredmotive.co.uk for more information.

If you are interested in exhibiting /speaking at the show, contact Josh Faulkner on 02045 178 888 or Josh@inspiredmotive.co.uk for more information.

Oct/Nov 2021

Tell and Sell Your Business Story

ou started off early in your career as a journalist. What drew you into Public Relations? Having worked for a number of high-profile news organisations in both South Africa and the UK, I got to see firsthand how ill-prepared some company spokespeople were when it came to telling their organisation’s stories. Even the ones with good stories to tell couldn’t always clearly articulate them. When I’d got to the point in my journalism career where I had a choice between becoming a lifer or exposing myself to new opportunities to help people tell their stories, the decision was obvious. As a result, I’ve spent the past 20 years using the skills and expertise I picked up as a journalist to help businesses create compelling narratives to showcase and position their brand effectively. What brands have you worked with? What were the challenges and successes? Some of the bigger brands I’ve worked with over the years include Google, Airbnb, Salesforce, and major hotel groups such as Radisson and Marriott International. Initially, the biggest challenge was just to get in the door, but as we’ve built a reputation for being able to work on global brands, that’s become easier and easier.

RACHEL IRVINE

Rachel Irvine is the founder and CEO of Irvine Partners, a leading independent PR agency with offices in 5 countries around the globe. Irvine has built her business and reputation on an instinctive understanding of what makes good, sustainable and profitable business for her clients. It’s this instinct that makes the biggest brands in the world repeatedly seek out her counsel.

While landing a big fish is always a major accomplishment, I consider it a much bigger mark of success that a large proportion of our work comes from word-of-mouth. That means that the clients we currently work with are happy with what we do for them and are recommending us to other people in the business world. Perhaps our biggest success, however, has been building a team of more than 50 people around the world who consistently produce great results for our clients. They wouldn’t be able to do this if everyone didn’t know they had each other’s backs and are willing to step into the breach

whenever necessary. How important is PR in business and what should be the ultimate goal of a successful PR campaign? PR’s goal is two-fold. The first is to tell, and sell, your business’ story to stakeholders at every level, including consumers, B2B customers, and investors. Most businesses operate in competitive markets, being able to tell their story well helps stakeholders know why they should choose that particular software, hotel, or product over the dozens of others available to them. The second (connected) goal is to foster and protect a business’ reputation. That’s important when it comes to keeping stakeholders loyal, even through the crises which every business faces at

Oct/Nov 2021

some point. While there are any number of ways of measuring the success of a PR campaign, the only one that really matters is whether or not it had a positive impact on the business’ bottom line. What 5 tips would you give to Startups with regards to PR? • Do your research -- It can be all too easy for startups especially to be bamboozled by flashy PR presentations. The more you know about PR, the media titles most pertinent to your organisation, and the broader landscape, the better position you’ll be in to find the right PR agency for you.

•

Go small -- It might be tempting to go with a big agency that looks after the kind of brands you’d one day like to be compared with, but they won’t give you the attention you need. Rather start with a small agency that’s willing to grow with you and that can give your startup the individual attention it needs. Look at the client list -- That said, it’s important to look at a PR agency’s client list. Have they worked in your field before? Even if they have, you should interrogate potential agencies to ensure they understand your industry and what you’re trying to achieve. It’s also worth noting that the client list may include connections that could be beneficial to your business. Do they represent a VC firm, for example?

•

Go beyond PR - Very few agencies do one thing and one thing only these days. That’s because so many marketing fields are integrating into each other. It’s not necessarily a deal-breaker, but if you can find an agency that does digital PR and social media, it could well be to your benefit.

•

Don’t be afraid to change -- Let’s say you’ve chosen an agency and after a flurry of early coverage, things have gone quiet: what should you do? It might be tempting to stick it out and hope things improve. But those weeks of lost publicity can be costly, especially for startups. At this stage, your business needs consistent publicity. Don’t be afraid to find an agency that can offer you that.

What’s next for Rachel Irvine? You mean aside from retiring to a Mediterranean island? Kidding. For the moment, the plan is to keep growing Irvine Partners. We managed to launch a London office in the middle of the pandemic and we’re about to open up operations in Ghana. We’ve built up an amazing portfolio of companies of all sizes in a wide variety of industries and we want to keep proving people wrong. I’ve also got an incredibly strong team behind me and I owe it to them to ensure I keep growing alongside them. Rachel’s social link: https://www.linkedin.com/in/ rachel-irvine-07b2489/

“Aligning yourself and your business is the best way to raise the profile of your brand & be seen as a serious business professional in your industry”

Email for details on how you can be included. info@BestBusinessDigest.com or use the button below

INSIDE THIS ISSUE... 43

Interview with Jennifer Tramontana

PR: Effective Awareness and Brand Reputation Polly Atherton

Why Less Is More When Marketing Your Consulting Business Nicolas Verweyen

Giving Small Businesses The Tools They Need Clay McDaniel

KEEP UP WITH US ON OUR SOCIALS

Oct/Nov 2021

How Businesses Market:

Can Self4 Tips

By EVAN NIERMAN, founder and CEO of Red Banyan

n today’s highly competitive business environment, investing in public relations and crisis PR is an absolute must for many businesses and organizations. You never know what is just around the corner, and having a plan of action in place for an unexpected emergency is essential. But what if you are just starting out and don’t have the budget for a professionally executed PR campaign or crisis communications plan? Rest assured there is a lot you can do on your own. Just remember to share with care and think before you post. If you do, you will get through the storm. There are many ways you can engage your stakeholders, increase brand awareness and establish yourself as an expert in your industry that will require your time, commitment and common sense. Below are four tactics every business can use regardless of its communications budget. 1. ENGAGE YOUR AUDIENCE ON SOCIAL MEDIA Social media is the quickest and easiest way to connect and establish consistent two-way communication with your customers and potential business part-

ners. Make sure your company has a consistent presence on social media and don’t forget to utilize various platforms for virtual networking. But be wary of what you post. People are quick to err on the side of outrage to post with thoughtfulness and care. Make sure your reason for posting something is well-grounded so you avoid online disasters that can spiral out of control fast. 2. SHARE YOUR EXPERTISE THROUGH PUBLIC SPEAKING Research and identify potential speaking opportunities at your local and regional organizations. These can serve as great platforms to introduce yourself and your business to larger audiences, as well as establish your reputation as a thought leader within the industry. Establishing yourself as a thought leader in your industry will set you apart and give you added credibility. 3. USE FREE CHANNELS TO ENGAGE INFLUENCERS IN YOUR INDUSTRY

Public relations agencies have access to tens of thousands of local and national reporters, but there are also free tools that allow you to connect with influencers who might be interested in your story. One example is HARO (a.k.a. Help a Reporter Out), which allows you to receive dozens of specific story requests from journalists and bloggers and contact them through the HARO platform with your corresponding pitch. You can also do manual research to identify the influencers who have covered similar companies and reach out to them directly. 4. SHARE WIDER INDUSTRY NEWS AND OFFER YOUR INSIGHTS

Stay on top of what is happening in your industry by using free news monitoring tools, such as Google Alerts for example. Monitor specific keywords and related trending topics on social media. Share interesting industry-related news with your followers and offer your expert insights into the situation. If you can be informative and offer helpful advice you will continue to gain new followers who could then become your loyal customers. Interested in what professional public relations can do for your business? Give Red Banyan a call.

Evan Nierman is the founder and CEO of Red Banyan--a PR firm specializing in high-stakes communications. Nierman has worked across multiple business sectors for startups of various sizes, helping them achieve their goals. Red Banyan currently maintains several start-up clients whose PR needs differ greatly and require unique approaches.

Oct/Nov 2021

How Public Relations Help Real Estate Investor Startups

tarting a brand can be as tricky as starting a new career and in certain aspects even tougher. In the frenzy of today’s real estate market, for those entrepreneurs starting up a real estate investor business should heed credibility, trust and insights and use public relations tools and tips on reaching those who are key for the future of your business in the early stages.

panel discussion in your area of expertise. Ones backed by business, real estate, banking, technology and other professional industries are the best fit. Also, ones that are media sponsored will likely guarantee editorial coverage from the panel itself. Networking in the early stages is also part of the start-up process so these opportunities are a must.

Here’s a few tips on how to best utilize the publicity brand guidelines:

Dress the Part = Your job. In order to garner confidence in those working on investments either earning trust or gaining credibility or providing a seat at the table, you must dress the part. Once you’re established and earn a reputation, that’s a different story.

Your name & Likeness = Your brand: Be sure to have professional photos taken of the C-level executives which are more than headshots, but rather lifestyle/working shots with great lighting, cheery yet professional and multiple uses to provide to a wide range of stories in industry trade publications such as the National Real Estate Investor, Real Estate Forum mixed with business/consumer outlets such as Wall Street Journal and New York Times are key ones for focus. Regardless of your company name, your brand with C-level executives need to be seen in media outlets both print and digital and ideally on TV for larger investment groups with outlets such as Squawk Box on CNBC which provides investors, investments and those keen on watching the market trends talk about their vision of what’s happening in their industry. Some can consider talking to MSNBC and Fox News as well.

Visit www.ZuckerLewis.com for more information.

Zucker Lewis Media Group was founded by two public relations executives, Valerie Zucker and Nicole Lewis in 2017. Coming from working with a publicly traded (NYSE) media conglomerate and owning a boutique firm prior to working with the conglomerate, the duo has a wide range of real estate experience working on global brands with a broad level of clients in real estate such as investors, developers, REIT groups, builders, architects, Interior designers and more.

Social Media = Your own narrative:

Valerie Zucker & Nicole Lewis 13

Social media is such an important part of everyone’s business, but for a start-up it is critical not to commingle so much personal information at the beginning – such as family members (unless they are a part of the company) and your daily foods and hobbies unless it’s part of the narrative. It’s a must to use LinkedIn, Instagram, Facebook and Twitter and a great place to use your new headshots and talk about your own narrative – investment opportunities and real estate investments your company is seeking at large. Be sure to use hash-tags and showcase trend stories from analysts and other credible sources. Speaking Engagements = Your voice: Offer-up speaking opportunities during

Oct/Nov 2021

Formiti Data International teams up with Pontus Vision to create a game changer in the world of data protection With more and more organisations operating online, the importance of data protection has never been more apparent. Data from the United Nations shows that 128 of 198 countries now have their own regulations in place to secure the protection of consumers’ data and privacy, representing a huge challenge to global operators in terms of compliance. Keeping operations compliant with the new laws places organisations under great financial pressure, resulting in many still trying to manage their operations manually. Formiti Data International offers a game changing solution. The company, which provides managed data privacy consultancy services to clients across six regions and thirty countries has teamed up with expert data compliance house Pontus Vision to change the way companies think about compliance. CEO and Founder Robert Healey recognised the daily struggle that global operators face in terms of data protection, so set out to develop an automated global privacy platform that takes data protection compliance to a new level.

Robert Healey continued, “FormitiX offers international data privacy as a managed service. Large companies today are struggling to manage all their various international data privacy obligations. Using a managed platform that can automate those requirements can save a colossal amount of senior employee hours, not to mention finance.”

The partnership with Pontus Vision has enabled Formiti Data International to develop its flagship product FormitiX. It offers a highly secure platform built with open source software, which - unlike competitors’ products - gives clients access to codes that allow them to customise the product to suit their individual needs. This represents a huge shift in data protection software, offering a solution that companies of all sizes have been crying out for. The launch of FormitiX in August means that middle to large sized companies with international offices will now be able to manage data privacy and compliance more effectively, efficiently and easily than ever before. A key feature of FormitiX is its flexibility. The software is programmed to be scalable and adaptable, so

as new regulations are introduced, the platform is able to easily incorporate and accommodate them. Pontus Vision founder Leo Martins said: “Why open source? Because we think every organisation should be in a good position to protect and manage their customer data. Most software data solutions use proprietary code, which means clients have to approach their software providers to access the codes. We don’t have vendor lock-in, meaning that if, for any reason, the client needs to access the source code they can do so by simply downloading the code, making the process so much easier and quicker for clients.”

More information about how the deal further validates the open source approach to GRC/IRM solutions for businesses can be found here Formiti data international is a Dublin based company registered in Ireland, with an SE Asia HQ office in Bangkok. Pontus Vision is UK-based and recognised for its work with the UK Government, as well as having an office in Brazil. To find out more about Formiti see http://www. formiti.com. Details about Pontus Vision can be found at http://www.pontusvision.com Contact for further information: +447732841440 robert.healey@formiti.com

Oct/Nov 2021

The Magic Ingredient of Powerful Public Relations

ou can spend weeks working out your messaging, months hawking your product, discovery, or innovation around potential partners and customers, or thousands of pounds chasing media coverage… Or you could use a far more powerful shortcut to help you and your company make a mark in the public mind. What is this magic ingredient, I can hear you asking? The answer is storytelling. As a species, humans are suckers for storytelling. Maybe it goes back to childhood days, when Mum or Dad used to read to us. Perhaps it’s ingrained, from those days before books, when stories told around the campfire were the way to hand on knowledge. I could assail you with the research about how stories light up the mind in a way that mere facts can’t, how they engage our emotions and linger in our memories. But instead I’ll tell you brief stories about a couple of businesses my company, Creative Warehouse, is privileged to work with. Let’s see if these stay with you much more powerfully than if I’d just given you a rundown of what the businesses do.

then a mastectomy, followed by a long and gruelling recovery. Many people may have given up. But not Sheila. She fought her way back to health and fitness, using a programme she herself devised based around diet, exercise and wellbeing. It worked so well that word spread, the media got interested, and she set up a company, Boutros Bear, to help others suffering a similar ordeal. It’s raised hundreds of thousands of pounds in funding, received celebrity backing, and attracted plenty more news coverage. And why? Much because of the story Sheila has to tell, and its power to move people to want to be a part of her wonderful project. Swift DX Swift DX do something really clever in the field of molecular biology. I know that’s not a great open-

Boutros Bear

Simon Hall

ing sentence from a supposed writer, and I’d love to explain in more detail, but it’s so super smart I haven’t got a hope.

Simon Hall, director at Creative Warehouse, runs his own business communications agency, Creative Warehouse, and is a journalist, author, business coach and university tutor. He teaches communications, media and business skills at the University of Cambridge, for government departments and agencies, and private business. Simon has eight novels published, all in the thriller genre, and a non-fiction book on business communication, with follow ups on public speaking and presentations, writing blogs, appearing in the media, and business storytelling due out in 2021 and 22. Previously, Simon was a broadcaster for twenty years, mostly as a BBC Television, Radio and Online News Correspondent, specialising in business and economics, home affairs, and the environment. He has also contributed articles and short stories to a range of newspapers and magazines, written plays, screenplays, radio comedy, and even a pantomime.

What I can tell you is that their breakthrough is probably going to revolutionise early diagnosis for a huge range of horrible illnesses. That might well be a powerful enough message to get them noticed. But there’s more. And guess what?

Sheila Kissane-Marshall, pictured, is one of the bravest and most brilliant people I know. Why do I make such a bold claim? Let me tell you her story and you’ll see. Back in 2017, Sheila was diagnosed with breast cancer. She endured round upon round of chemotherapy,

It comes in the form of a story. Gus and Ben, the founders, made the breakthrough in the darkest days of Covid. They had to leave their high spec, professional laboratory because of all the anti disease precautions and widespread shut down. But that didn’t stop them. Instead, they carried on

Oct/Nov 2021

their work, and pioneered their new form of testing courtesy of this improvised lab they set up in Ben’s front room. It might leave you wondering what the neighbours thought! But it’s also a wonderful tale of some good coming from the dreadful days of the pandemic, the power of human spirit and resourcefulness, and the impact a story can have.

Conclusion Whenever Creative Warehouse works with a company, one of the first things we do is ask them to tell us a story. I know it sounds strange, but it’s true. It could be how the business came about, something that happened on its journey, or many more tales. Because everyone has a story, even if they don’t immediately realise it. We then use that story as a key part of securing media coverage, pitching for investment and customers, even on their website. We’ve certainly got a story on our site. It’s about our genesis from failure. And why this fixation with stories? Because we know that storytelling is the part of a company’s public relations toolkit which is most likely to glitter and glow, stand up and sing, and truly make a mark in the mind of the audience.

I bet you’ll remember both the tales I’ve just related..

Oct/Nov 2021

Nick Rijniers The 28 year-old Entrepreneur who Transformed Bark & Birch into a Global Dog Services Brand

ick, can you tell us about your journey as an Entrepreneur and how you started out on your business journey? A lot people in my family own businesses and I’ve been working since I was 12 or 13 years old. I left school at 15! I actually got kicked out of quite a few schools. I was a bit of a bad kid to be honest. I joined the Dutch army at 16 and-a-half years old and picked up a lot of dog training there. When I was 19, I moved to Ireland and applied to some jobs on LinkedIn. I somehow managed to get a job at Mcafee, the biggest Anti-Virus software company in the UK. I was really into mind over matter and manifesting my dreams at that time and I bought suits and ties and went walking with my dogs with a full suit on, just believing that I could be in a position to wear that suit and be a big business man and a few months later I got that big first job! If you believe, you achieve. What happened after you got that first job? I won every award going at Mcafee and afterwards, got a Senior Account Executive role at Indeed. com in Dublin. I then started a side business in e- commerce and dropshipping, which I turned into a 2 million euro business. I was on something of a roll at that point. I then went to set up Hubnexa- a technology platform for the relocation industry- Hubnexa is an online marketing, customer retention and ondemand business services web and mobile app, which I eventually sold to focus on Bark & Birch. Before Bark & Birch though I was also doing my own individual consultancy business and I was hired by numerous companies to advice on sales strategies - I was only 24 at this point and I was hired to advise on expansion and flown all over the world.

vider of dog services globally! We want to be with dogs from the time they are puppies to the end and provide every single service they may need, holding their paws throughout for their every need. We want to be the full trusted provider. Can you tell us about what services you provide for dogs? Bark & Birch currently trains almost 1000 dogs a month. We have a fantastic team of highly experienced dog behaviourists and ex-police/army dog handlers. Our team are some of the best and most talented dog trainers in the world. We rehabilitate and teach basic and advanced obedience, either as part of a residential ‘Board and Train’ Program or through a series of private one to one sessions. During the Bark & Birch Board and Train Programs, dogs will be boarded at the homes of their trainers, enjoying home comforts for the duration of their program alongside their training. We also provide daily video and photo updates, as well as progress reports for owners so they can keep on top of the training too. We know all dogs are different, so we really do strive to build customised programs around each dog .What we can guarantee is that Bark & Birch Trainers are comprised of the highest quality of dog behaviourists, ex-police/ army dog handlers and highly trained canine experts!

“I realised that there aren’t many trainers who can deal with reactive dogs and it became apparent that I could build a company with something I am passionate about and have the satisfaction of helping these people and their dogs.”

So, tell us about Bark & Birch Global Dog Services and how it all started? Bark & Birch just exploded from the very beginning. It solves a problem; no one does what we do and that’s the truth of the matter. Our competition is local businesses and small family owned day-care businesses. People will never stop spending money on dogs and kids. But the thing I wanted to do that isn’t out there, is I wanted to provide an all-encompassing dog services company to include, doggy day-care, training, boarding and grooming as a one stop shop so that owners don’t have to drop their precious pups at various different places and for Bark & Birch to be the full trusted pro-

What else can Bark & Birch assist with? You name it and we can do it! Puppy training, basic & advanced obedience, separation anxiety, human and or dog aggression, destructive behaviour, specific behaviour and obedience related issues, guard dog training, breed consultations, emotional support dog courses, doggy day care, holiday boarding. The whole works! Tell us about the growth of Bark & Birch… Bark & Birch just grew and grew from the start. I started the company in 2019 in the UK with only two members of staff. Bark & Birch now has over 100 staff members globally and trains over 1000 dogs a month. The ethos of the company is to give both dogs and their owners a better life together and that is what we really strive to do. Maybe the dogs have been hugely reactive or problematic and their owners are at their wits end and feel like nothing more can be done; that’s when we step in to help and give these souls a second chance and it is worth it every single time We help thousands of dogs a month and we want to

Oct/Nov 2021

help even more every month so launch Bark & Birch over there? “It that they can become the I have indeed. The decision to launch has always meant best. We have trained our services across the USA and lots of dogs in the now Brazil came quite naturally so much to me when we Dutch Army. It started and was a logical step on our have someone calling us, crying with me training business growth strategy. my friend’s badly We are very excited about tears of happiness, and saying we behaved dogs and new market as we have have helped their dogs and changed this I realised that there already seen great success In their lives and given their dogs a sec- the UK, Ireland, USA and next aren’t many trainers who can deal with stop, Brazil. We’ve already welond chance and a chance to have reactive dogs and it comed many Board and Train a better life.” became apparent that I dogs with fantastic results from could build a company with our high quality trainers. We will consomething I am passionate tinue to establish closer ties in the Brazilabout and have the satisfaction of ian market while creating many jobs as part of helping people and their dogs. our recruitment drive and will then expand into more countries globally.We already run residential training It has always meant so much to me when we have and daycare in the UK, Ireland and USA and we really someone calling us, crying tears of happiness, and say- are on a mission to become the largest provider of dog ing we have helped their dogs and changed their lives services globally, also developing new technology and and given their dogs a second chance and a chance to digital methods to really grow Bark & Birch. Our goal have a better life.” hasn’t changed since we first started; help dogs and their owners lead happier lives together! I plan to have What you have managed in two years is huge. You 4 daycare centres open in Sao Paulo and really make have turned over $8 million in your second year our mark in Brazil! of business and are estimated to be worth $100 million dollars in 2022, after a further investment We are already building and launching the doggy round. How does that feel? daycares across the city and bringing the Bark & Birch What we have managed to achieve in two years is mas- residential training model to Brazil, which is hugely exsive. We managed to get this business from nothing citing and we can’t wait to be fully operational in Brazil to a Global fragmented business providing physical, in and Latin America. person services across multiple countries and cultures whilst going through a global pandemic! How many staff members do you see globally by the end of this year? So, you started Bark & Birch in the UK & Ireland and We are looking for another 50 or 60 people by the end then expanded into the USA? of this year globally. I want to launch 4 daycares in BraYes, we launched in America, in LA, Houston, New York zil and so another 20 thee by the end of this year. One and Georgia and we continue to grow rapidly across thing that is so important to me running this business the USA. We are in so many states now including New is treating my staff equally- it doesn’t matter where Jersey, Texas, Philadelphia, Georgia, Washington, Mary- you are in the company. I have always been involved in land, Ohio, Dallas, Illinois, Arizona, Georgia and many every single interview, from entry level to senior roles. more states. We hired highly experienced Head TrainI have always believed you treat your cleaning lady the ers across numerous states and so many of our head same way you treat your Senior Executives. trainers have military or army backgrounds. We work closely with recruiting ex-service men and women and Where next for Bark & Birch after Brazil? this is hugely important for us. They may have worked Well, our goal is to be the biggest global dog services with bomb disposal dogs or drug detection dogs or provider in the world and next it will be insurance and been on active tours of duty as dog handlers. This is vet clinics and products and we want to manufacture something we really have an emphasis on when it our own products and help as many people and their comes to recruitment. dogs a month as we can- We train around 800 dogs a month now and eventually I want that number to be Will you expand further in the States? 20 or 30 thousand helped through our different servicYes, the company plans to rapidly develop across all of es! Next year, I want us to be in Australia, New Zealand, the remaining US states this year, with the recruitment Singapore, South Africa and more of South America as of an additional 75 plus dog trainers plus 25 support we are having a Brazil office in Sao Paulo. Then, we will staff. look to expand more in Europe, the Netherlands where I’m from originally then Belgium and Switzerland and And you’ve just moved to Sao Paulo, Brazil to Germany and France.

By the end of next year, we should be in 15 more countries! What challenges did you encounter in the early days? It’s always a challenge to build and grow any business but when its physical services and you’re doing it globally it’s hard. There are so many moving parts. Every single remote dog trainer, daycare driver, and office staff - it can be tricky to keep the business in line. We aren’t under the same roof and that can be a challenge and feel difficult at times. All of our people are remote and our trainers are going out in different cultures with different languages etc but that excites me and we are getting there. I’m blessed that even during a global pandemic we can hire people rather than fire people. I am responsible for 100’s of my staff and their income and I feel a passion for my staff and them getting by. This is why I am so driven as I am so responsible for everyone. You need to be resilient too as a CEO, as in a start-up there are more bad days than there are good days and you have to be resilient and stay focused on what you’re trying to achieve. We have come through some hiccups and hard patches as we grew so fast. We have bought in lots of senior people to push the business forward. What’s your advice to someone starting out their own business? I implement something and reimplement it and don’t test it for months so I would say that you need everything in place when u try to grow a business and you

need to be operationally ready to deliver the service. Plus, don’t take your mind away from what you are trying to achieve. Don’t always focus on the revenue and focus on what you are trying to do and why you are doing it. The service is so important and the customer experience and then the revenue will follow. I had always spent years in technology and that’s where my knowledge was even though I have trained many dogs in my life. When I was helping friends’ highly reactive dogs I realised not many people can do this well, word of mouth spread and soon I was getting lots of recommendations and people were asking for daycare etc. If you do a good job with people’s dogs and their needs, then they will keep going back. So, just remember why you are doing what you are doing and the rest will always follow. How does it feel when you see some of the dogs that you knew as puppies when Bark & Birch first launched? It’s so exciting! I saw a dog recently called Buster that I have known since he was 12 weeks old and it’s been great seeing him still with us and his owners coming back and referring us to other people and it reminds me why I’m doing what I’m doing and the dogs are my main customers! We are very fortunate that we have some amazing dog trainers and loyal staff and a great team of dog lovers, passionate about what we are trying to achieve. I can build something I’m passionate about and it is always so satisfying and satisfying for all of our staff. Bark & Birch is unique and we can make a real difference. That is what it is all about.

Oct/Nov 2021

Interview with Leah Jacobson

ow important is Public Relations to Startups?

Strategic communications is an imperative piece of a 360 degree marketing plan for start-ups. Building awareness top of funnel is the key focus. Establishing a relationship with both media and the consumer is of the utmost importance in this process, and this takes time. Beginning with the launch announcement, a start-up needs PR to make their first impression on media and consumers a good one, and build from there. Breaking through the noise in a crowded landscape can be tough, but this is where communications experts can use their experience and relationships to the start-up’s advantage. Establishing trust takes time and most start up’s want their great reputation to begin immediately. Patience is needed as PR is a long game. While it might take time to build momentum, the importance of building trust and reputation amongst earned media cannot be overstated.

Leah Jacobson is the founder of LJ Public Relations, the branding, media relations and creative marketing consultancy in Brentwood, CA. After ten years of working in public relations and brand development across the luxury fashion, beauty, tech and design space, Leah started her own firm. Her experience across many verticals working with creative visionaries allows her to approach each project with a sensitivity to design and creativity while balancing driving business goals. She customizes each new partnership, to ensure a shared vision and integrated message.

How do start-ups navigate their way through Public Relations since their budget limits them from hiring PR experts?

delegate a healthy budget towards PR. Some start up founders look at PR as superfluous, or even equate it with paid marketing spend, expecting a direct return for their dollar. It’s important to understand that PR is earned through hard work, follow up and relationship building over time, so while there might not be an immediate kick back, the return will come and the value is integral to any brand’s success. How do you craft your message to make sure it resonates with your audience? Understanding who your audience is key in crafting your message. The message should also be true to the brand’s core values. With this in mind, stay flexible on what resonates, test different types of messaging if possible. I think the importance of trying different angles and messages is underrated. Often times a creative, out of the box angle is what can go viral and propel a start up to the next level.

Leah on social media: https://www.linkedin.com/in/leahjacobson-709204a/

I believe you get what you pay for. It’s important to

Oct/Nov 2021

Laurel, MD: August 11, 2021 – Ernst & Young LLP (EY US) announced that Melvin Petty, CEO and Managing Partner of ERP International was named one of the Entrepreneur OfThe Year® 2021 Mid-Atlantic winners.

CEO Melvin Petty of ERP International, LLC Awarded Ernst & Young Entrepreneur Of The Year 2021, Mid-Atlantic Award Winner

The youngest of a tobacco farming family from Danville, Virginia, Melvin always had his sights on accomplishment and forward momentum. Fourteen years after starting his company, ERP International is poised to break $120 million this year. Working for a goal of self-sufficiency and their motto, “be the best,” has been Melvin’s drumbeat for decades that is now shared with an organization of over 700 employees nationwide. Melvin and the ERP Leadership team’s mentoring program has a revolving portfolio of 15+ aspiring entrepreneurs, which has produced more than 6 self-made minority millionaires. ERP’s goal to champion diversity in their outstanding work performances built a company known for brilliant people, innovative solutions, and business process transformation. Their Health Solutions division provides clinical support services across 25+ medical specialties to 100+ federal agencies. The Entrepreneur OfThe Year Awards program is one of the preeminent competitive awards for entrepreneurs and leaders of high-growth companies. The award recognizes those who are unstoppable entrepreneurial leaders, excelling in talent management; degree of difficulty; financial performance; societal impact, and building a values-based company; and originality, ERP International, LLC 603 7th St., Suite 203, Laurel, MD 20707 https://erpinternational.com innovation, and future plans. Mr. Petty was selected by an independent panel of judges, and the award was announced during the program’s virtual awards gala on August 3, 2021. Melvin Petty stated, “It is an incredible honor to be named a winner for Entrepreneur OfThe Year® and become an alumnus of such an extraordinary group of entrepreneurs. It is certainly a tribute to the entire ERP team as I could not have achieved this accomplishment without their brilliance. I especially want to salute the other nominees and finalists who are winners every day.” Melvin was recently profiled in the August 6 Washington Business Journal “My Story” column sharing both his personal and professional life story.

Founder of $120 Million Government Contractor in IT Healthcare Transformation and Millionaire Mentor with a Motto to “Be the Best”

As a Mid-Atlantic award winner, Melvin Petty is now eligible for consideration for the Entrepreneur OfThe Year 2021 National Awards. Award winners in several national categories, as well as the Entrepreneur OfThe Year National Overall Award winner, will be announced in November at the Strategic Growth Forum®, one of the nation’s most prestigious gatherings of highgrowth, market-leading companies.

The Entrepreneur OfThe Year program has honored the inspirational leadership of entrepreneurs such as: • Brian Niccol of Chipotle Mexican Grill, Inc. • Saeju Jeong of Noom • Joe DeSimone of Carbon, Inc. • Howard Schultz of Starbucks Corporation • Jodi Berg of Vitamix • Reid Hoffman and Jeff Weiner of LinkedIn • Hamdi Ulukaya of Chobani • Kendra Scott of Kendra Scott LLC • Andreas Bechtolsheim and Jayshree Ullal of Arista Networks • James Park of Fitbit • Daymond John of Fubu About ERP International, LLC ERP International, LLC is a trusted provider of Digital Solutions, Business Process Management, and Health Solutions that support clients in both government and commercial sectors. We provide comprehensive technology and business process transformation solutions to Health, Defense, National Security, and Homeland Security agencies. ERP is appraised at CMMI DEV Maturity Level 5 and CMMI SVC Maturity Level 3, and is certified as compliant in the ISO 9001:2015 Quality Management Standard, ISO/IEC 20000-1:2011 Service Management System, ERP International, LLC 603 7th St., Suite 203, Laurel, MD 20707 https://erpinternational.com and ISO 27001:2013 Information Security Management Standard. Founded in 2006, ERP is headquartered in Laurel, MD, and maintains satellite offices in Montgomery, AL, Reston VA, Huntsville, AL, and San Antonio, TX – plus project locations nationwide. ERP was named one of The Washington Post’s 2020 and 2021 Top Workplaces in the Washington, DC area, among many other accolades. ERP was also named to the Washington Business Journal’s first-ever Corporate Diversity Index List. Visit ERP International, LLC on the web at www.erpinternational.com About Entrepreneur OfThe Year® Entrepreneur OfThe Year® is the world’s most prestigious business awards program for unstoppable entrepreneurs. These visionary leaders deliver innovation, growth and prosperity that transform our world. The program engages entrepreneurs with insights and experiences that foster growth. It connects them with their peers to strengthen entrepreneurship around the world. Entrepreneur Of The Year is the first and only truly global awards program of its kind. It celebrates entrepreneurs through regional and national awards programs in more than 145 cities in over 60 countries. National overall winners go on to compete for the EY World Entrepreneur OfThe Year™ title. ey.com/us/eoy Press Contact: Rebecca Churchill rc@churchillcommunicationsllc.com

Oct/Nov 2021

Communica t e, Communica t e, C o mmunica t e!

innovation rarely happens without active listening. And listening leads to clear, honest communication, the kind that is necessary both within your company and externally. Don’t forget about Public Relations and proactive communication too - if no one knows what you’re doing, then they won’t care, and if they don’t care, then they certainly won’t see any value in your work or accomplishments. Whether getting executive buy in, attracting talent and new customers, growing relationships with partners, or connecting with your employees, the strategy is essentially the same: develop constructive two-way communication not only to show innovation but to enable it as well.

the value you are creating and how your organization is capturing that value to help employees, customers, partners, and the public. This is where Employee communications, PR, and marketing play a critical role.

Your innovation vision, strategy, plan, and metrics must be communicated appropriately both internally and externally, demonstrating

To get in touch with Alex: https://www.linkedin. com/in/alexgoryachev/

To begin this journey, take the following action: Develop and support a communications’ plan that will share the vision, strategy and value of innovation with employees, managers, executives, investors partners, and customers. Don’t forget that communication is equal parts messaging out and listening back, actively connecting with your customers, employees, and other stakeholders.

by Alex Goryachev

s rapid cultural, social, and technological changes continue, honest conversations in which we all speak and listen is imperative.

Two-way, open communication is essential in our personal and professional lives, but it is persistently in most companies, causing employees to lose focus and disengage, executives and investors to discard new ideas, and the public to lose interest in your efforts.

40 percent of workers know their organization’s mission statement (let’s not get into the fact that, of that 40 percent, more than half of them are not motivated by this mission). Sadly, clear, consistent communication is rare, and normally focuses on messaging, not listening.

When it comes to the workplace, it almost seems like leaders and employees barely talk among themselves, let alone to one another. Try asking some people about your company’s goals, and you’ll probably be unpleasantly surprised by the answers you receive.

Most of successful businesses know that when it comes new ideas, the biggest question that is often overlooked is not “Can it be built?” but “Should it be built?” The only way to answer that question, though, and potentially save our organizations from market failure, embarrassment, and the loss of hundreds of thousands, if not millions, of dollars, requires us to speak with, and listen to, the entire ecosystem.

According to one survey, a measly 14 percent of employees understand their company’s planned strategy. Only 14 percent! Obviously, the other 86 percent aren’t getting the message, assuming someone is communicating the strategy to them in the first place. Another survey found that only

If communication doesn’t take place, then nothing gets accomplished. Without actually researching the market and communicating with your potential customers, employees, and other stakeholders, you’ll never know what problems you can solve for them to begin with. In essence,

Alex Goryachev Alex Goryachev is an award-winning global technology executive and a Wall Street Journal Bestselling author of “Fearless Innovation: Going Beyond the Buzzword to Continuously Drive Growth, Improve the Bottom Line, and Enact Change”

Oct/Nov 2021

Yorkshire Based Leadership Development Business Searching for the Region’s Rising Star

Celebrating a half-decade of business in September - Zest plans to give back! Yorkshire-based leadership and development business, Zest Learning Ltd, are proud to be celebrating half a decade of trading, and to mark the occasion, they want to give back.

support, we’ve received from day one to now,” says Jo,“that’s why we want to give back. We love nothing more than seeing individuals thrive, and through this, their business blossoming.”

Andy Poole and Jo Smedley, founders and directors of Zest, are thrilled to be celebrating their 5th birthday. As strong advocates of self-reflection, they themselves have looked back on their journey over the past 5 years. In doing this, they have recognised how instrumental the help and support from individuals and businesses they received along the way has been.

As part of their upcoming celebrations, Zest are on the hunt to find onelucky up and coming business owner in the region to take part in an invaluable experience. “We’re searching for a business owner, across any sector, with a true entrepreneurial spirit and the desire to be Yorkshire’s next big thing, a ‘Rising Star’,” says Andy, “we want to offer them an entire year’s worth of training, support and guidance, helping them to accelerate their business growth, form a productive and cohesive team and create the optimum conditions for success.”

Over the years, Zest have worked on significant projects with some of the UK’s top business leaders, in a range of sectors from Law to Finance, Retail, Wholesale, Wealth Management, Charity, Fashion and Education to name a few! They work with businesses of all sizes; Zest recognise that each client has differing needs and goals, and their intimate and tailored way of working, ensures that no learning & development path is the same.

If you think you could be the entrepreneur Zest are looking for, visit their Instagram page, @ ZestLearningLtd to enter (https://www.instagram.com/zestlearningltd/).

“We are thrilled to reach this incredible milestone and we know that we wouldn’t be where we are today if it wasn’t for the support continual

PRESS RELEASE CONTACTS Name: Chloe Byrne Tel: 07508 845008 Email: chloe.byrne@getaudience.co.uk

Oct/Nov 2021

Interview with Rebecca Churchill

as PR what you always wanted to do?

I don’t think kids grow up wanting to be in PR – unless your parent is a wildly successful and glamorous publicist. In 1976, I saw the King Tutankhamun show in Washington, DC and it changed my life. There was nothing more impactful and theatrical than the gangplank the museum created as visitors descended into the darkness of the tombsetting to first see the spot lit gold funeral mask of the boy king at the beginning of the show. I was hooked. I wanted to work in museums and archaeology and create experiences that told stories and made history alive and exciting. I grew up in Virginia, making trips to Washington DC to see the National Gallery, worked summers for The National Trust for Historic Preservation and I took classes at the Corcoran School of Art. I attended Undergraduate school in art, art history and language. I wanted to be a museum director, so I moved to New York City to attend NYU where I earned a degree in Museums Studies and Art History. I worked at a NYC historic house museum where I ran their public outreach and education curriculum as well as marketing and public relations. I had the privilege of working at The New York Public Library where I really got a taste for the possibility of public relations and its value in marketing an organization’s brand and services. It was an amazing time to be in New York and support their fundraising efforts to protect this legendary American philanthropic institution, their collections, and the services they provide to NYC and the world. I had a family and I started freelancing to give myself the flexibility that I needed. It is hard to start a business because you have to make rain and execute. But there’s nothing like being your own boss. I started my firm because I wanted to have varied experiences in work and to keep learning and engaging with new audiences and clients. I was tired of positions and situations keeping me from growing and taking on more.

Rebecca Churchill is the CEO and President of Churchill Communications & Marketing, LLC, which was founded in 2017, specializes in C-suite corporate communications, public relations and marketing. Rebecca started in the arts and non-profits over 25 years ago, supporting government relations, fundraising and media relations efforts for The National Trust for Historic Preservation, The Merchants House Museum and The New York Public Library.

Every job builds on every other; I’ve had the pleasure of being able to continuously weave PR into other aspects of marketing and communications that brings real value, visibility, and client engagement. You’ve been in marketing and public relations for a long time now; are you still passionate about it?

I consider it a profound honor and pleasure to get up and do something different and be actively involved in my clients’ lives, stories, and businesses. I work with many entrepreneurs who have founded their companies and so every day is a learning opportunity. It makes me consider what else I can do to make our work and agency better for my team, as well as how we can

contribute to the greater good. I have a new client for whom we are working in a volunteer capacity because I believe in his mission of service. He has created an app that helps workers from third world countries find work in first world countries, cutting out the middleman and protecting them from worker abuse. The founder had been an enslaved worker in the Middle East as a young man and that has culminated in the creation of an app and business that protects others and provides a safety net and transparency guidelines. How can you not get behind someone and something like that? Also, I am a single parent so it’s important that I demonstrate with actions that we must work hard, do difficult things, solve problems, get out there and make opportunity and deliver with quality. At this point, our agency is not necessarily specializing in any one industry, so we represent clients in a few different businesses. As a team, we need to do that deep dive into an industry

Oct/Nov 2021

to be able to truly understand what clients do, what their services offer, what makes them unique, and what impacts/innovations are a part of their work. At the end of the day, everything is about relationships; either between people or how things work together. There is so much to be fascinated by and to be excited about. Caring about our clients, our teams and the work comes across in the things we produce. How important is PR in business and what should be the ultimate goal of a successful PR campaign? I think PR is an essential part of a campaign for any business. It should be as much a part of the strategy as social media and content creation. If you consider the advertising value of a well-placed pr story it is literally worth money. Many metrics have value, and we all must establish KPIs and expectations. I am not necessarily a proponent for AVE but using PR and engaging with journalists is just common sense. And like content creation and social, it requires real thinking and strategy, not spaghetti on the wall. The ultimate goal of a PR campaign is brand recognition and having the readership/public/audience CARE about your client and their story. That builds brand, a role, interest, engagement, and authenticity. Our mission is to create new connections, support sales, articulate differentiation & hone a message. What are the 5 top PR tools for startups? If you are literally starting from scratch and you’re going to do PR, you have to have access to your media outlets. Investing in a media platform is worth the money becuase you need to spend time pitching, writing and cultivating relationships; not researching the name and contact info for journalists. Organisation - tracking workflows and projects is key - deadlines are everything but so is my saint. We use Asana to keep track of projects and roles within agency so i see where we are with every project without having to track down a team member and ask status questions. Cloud Storage - Dropbox or something that allows you to keep your assets and deliverables in one place. VPN - Being small makes you a target. Establish safety protocols and use a VPN all the time to protect your modem and computers. It’s smart to have an IT pro get you started with protocols and setups from the beginning.

Hootsuite because it’s the one I’ve used for several years to plan out social media messafing for clients. It allows you to schedule posts at ideal times and work ahead of schedule. Then that leaves you free to be responsive to timely or specific events while maintaining a cadence. How does one write an effective press release? Could you give us an exsmple of one? I’ve heard wild statistics that most journalists only give pitches 5 seconds. A good press release delivers the questions: Who, What, When, Where, How, and Why – Tell them why they should care and how it’s relevant to their audience. Make it concise and give options for more information, with everything available so it is easy for the journalist to get what they need. I’ll attach a recent press release for a client of mine – amazing man. Finally, what big brands have you worked with and what did you learn from them? I worked with The New York Public Library, the US Navy, the FDA, Vogue Magazine, and other organizations. I am excited about two of my new clients that are global companies for whom we are tasked with improving their brand recognition.

El Salvador’s ‘Bitcoin Beach’ shows why every Startup should Prioritize Public Relations Hina Chowdhary, a Director of Research at Kal-

What I learned from working with established brands is this; Brand really is important – but it’s not one thing – it’s collectively a living and breathing organism with core values, public perceptions, and responsibilities to its stakeholders, staff, and customers. There are elements of human relationships that we relate to brands so that elements of trust and responsibility are very much a part of how we think of companies. And people have very high expectations for brands now – they vote with their wallets (or the equivalent).

kine Group is Content Strategist and Equity Specialist with a strong Research and Analytical Background. She is Winner of The Age/ SMH shares race competition many a time in 2018 and 2019.

When I think about Vogue, it’s luxury and the arbiter of style and culture. When I think about the NYPL, they are the stewards of research and learning, the providers of books, safe havens in the city, and world-renowned repositories of great writers, collections, and art. There are so many ways to build brand ambassadorship and to engage not only with the public but with internal teams. Everything we do is an opportunity to perpetuate brand identity and build engagement; but to also be prepared for crises and to have those protocols in place because disasters happen.

Hina is an alumna of the renowned Indian Institute of Technology with a Master of Science degree in the field of Biotechnology. She has been featured on prominent news publications such as Sydney Morning Herald, The ABC, The Sun Herald, KCBS Radio (Audacy) to name a few. Hina Chowdhary

Social Media Management - Hootsuite. I like

Oct/Nov 2021

erception is all that matters. Even governments across the world are busy persuading citizens to get their jabs by building a positive perception around the subject.

The crypto space thrived, thanks to PR From existing on the fringes, cryptocurrencies like bitcoin have now become a mainstream investment asset. Could this have been possible without the participation of amateur retail investors in the crypto space? Perceived as money, these blockchain-powered digital

currencies became a commodity thanks to how their public opinion was shaped by stakeholders like crypto exchanges. Today, regardless of the crackdown by regulatory authorities, cryptos have captured the imagination of many. In some places, “hold on for dear life” is the sentiment of crypto enthusiasts, no matter the hyper-volatility that refuses to leave this space. Public relations isn’t a tactical field, but a strategic one. From promoting women smoking to profile pictures of solidarity A campaign titled ‘Torches of Freedom’ was launched in the early 20th century to build a positive perception

around women taking up smoking. Edward Bernays, often regarded as the father of public relations, was behind the push where smoking was projected as “emancipation” for women and a means to overthrow the patriarchy.

than just having a “favorable image” of the company or its founding members. The field has many subsets. It includes building a positive relationship with the government with a view to extracting favorable policy actions.

The field has since evolved. Today, Facebook can come up with something like allowing users to show solidarity with France after an unfortunate incident by applying colors of the country’s national flag to their profile pictures. While this is positive public relations as compared to the ‘Torches of Freedom’ campaign, the underlying objective of shaping perception was

The perfect example of this is how a small bitcoinintegration project in El Salvador’s El Zonte became a driving force behind the country’s adoption of bitcoin as legal tender. In El Zonte, the project involved building a positive perception and convincing merchants to accept payments in cryptos. According to reports, the ‘Bitcoin Beach’ app is now one of the most downloaded in El Salvador. The project, regardless of whether it sustains in the long term, is an example of how demand can be created by shaping perception.

The ‘Cluetrain Manifesto’ Very few people are aware of the ‘Cluetrain Manifesto’ that was published in 1999. Back then, Facebook and social media had yet to penetrate people’s lives. But the authors predicted how social media and conversations on the internet would impact marketing in the future. And today, it’s all here. Some direct-toconsumer (DTC) businesses exist only on social media platforms like Instagram and are winning consumers by building a positive brand image through public relations. Startups have plenty to learn from the ‘Torches of Freedom’ campaign and ‘Bitcoin Beach’ examples. Public relations can be the perfect tool to create new demand for a product.

achieved in both cases. Perception can create new demand Demand was always the cornerstone of the business world. Presentations to investors customarily include the demand for the good or service that a business intends to provide. For example, a new participant in the electric vehicle supply chain will include forecasts on demand for related products in order to convince the investor of good returns. Public relations, however, can create demand even when it may not otherwise exist. For startups, it is very important to understand that public relations is more

Oct/Nov 2021

In the run up to the 2004 Olympic Games in Athens, Marc Oliver founder Jamie Henfrey worked as a tailoring advisor to the British Olympic Association and Ben Sherman. His job was to oversee the measuring of the Team GB athletes for the official suit they would wear at the summer games. It was five years before he officially launched the Marc Oliver brand, but the experience had a telling impact on his outlook, and for his appreciation of the finer details of bespoke tailoring. Here’s his account:

DRES ING TEAM GB FOR T H E O LY M P I C G A M E S : A G A M E OF FRACTIONS

Under Pressure This conversation made me realise the pressure these athletes were under, and although I had a high pressure job myself, it made me appreciate the parallels we were both striving for in performance in our respective fields. Accuracy is everything in my business. Miss the mark by just a centimetre here or there and a suit can look all wrong—it’s the perfect fit that people pay for after all. But Jason Gardener was under even more scrutiny. Fractions of seconds which are imperceptible to the human eye were the difference between success and failure for Olympic athletes. In a race, 50 milliseconds could be the difference between going home with a gold medal and going home empty handed.

“ Jamie Henfrey

The Marc Oliver brand was created by bespoke tailor Jamie Henfrey. Son to a father involved in the worlds of film, theatre and fashion, Jamie grew up around movie stars and style icons. He developed a deep love for luxury fashion and began his tailoring career in his teens. He honed his craft with a major outfitter in London, dressing some of the world’s leading actors, musicians, athletes, and politicians. As his knowledge and skill flourished, promotions into senior roles allowed him to regularly visit Milan and explore the contrasts and similarities between classic British, and modern Italian tailoring methods. On a visit to Milan in early 2008, Jamie decided to form Marc Oliver Bespoke, to produce Savile Row quality tailoring with a greater relevance to modern day lifestyles.

Make me look sharp. I want everything to fit perfectly,” said relay sprinter Jason Gardener. An immensely likeable man and a real character, I was glad to see that Jason’s quest for perfection on the track extended to him caring deeply about the look and fit of the official suit he’d wear at the Olympic games. “Don’t worry,” I reassured him, “I’ve been doing this for a long time. Each of your unique body measurements will be taken down to the very last centimetre. Rest assured, the fit will be second to none.” His next words stunned me. “Centimetre? That doesn’t sound very accurate to me.” In the moments that followed Jason gave me a deeper insight into his world and the personal challenges he has faced and beaten to become the Olympic athlete standing before me. “Jamie, my entire life since childhood has been measured in hundredths of a second. In my line of work five hundredths of a second can mean the difference between winning or coming fifth, and no one ever remembers who comes fifth.”

He went on to explain to me that on race day, it didn’t matter how he felt, or whether he had a cold or an upset stomach, he had to win. That summer in Athens would be his team’s one shot at an historical win. A few months later, I was delighted to see Team GB decked out in suits I’d measured (with an eye on millimetres now). But I was even happier to watch on with the rest of the world as the 4 x 100 metre relay team of Jason, Darren Campbell, Mark Lewis-Francis, and Marlon Devonish took gold. They ran a combined time of 38.07 seconds, beating the heavily fancied USA team, who ran a time of 38.06 seconds. 0.01 seconds between winning and losing. That was the difference. This exchange with Jason and the events of the following summer brought my appreciation of accuracy, care, and detail to a new level. It was an appreciation I’d need once I understood the full extent of the task of measuring a team of athletes months ahead of time…

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Going For Gold Our brief as tailors was to instill a confidence in each athlete and to mark the biggest occasion of their sporting careers to date. The suits would be made from a navy blue pinstripe cloth, the words “Going for Gold” subtly embedded into the pinstripes. From a distance, they would look like any other tailored pinstripe suit, but up close, athlete to athlete, the message would be a clear reminder that they weren’t just there to take part, but to claim victory. And it would be worn by 264 athletes. Amir Khan, Kelly Holmes, Chris Hoy, Bradley Wiggins, James Cracknell, Steve Backley and Gardener to name just a few now household names, each with his and her own body types, quirks and characteristics. The pressure was on. No Margin For Error Due to the packed schedules of the athletes, we were to measure each of them between January and March, for suits to be worn in August. While the seven month gap makes it seem that we had plenty of opportunity to atone for any inaccuracy in our work, we didn’t—we wouldn’t see them at all until just a few days before they flew off to Athens. In short, we had to get it spot on there and then. But taking exact measurements wasn’t enough either, we as tailors also had to calculate how the body of each individual might have changed come August, after months of grueling training camps in far away countries.

Measuring The Elite, Making History (& Accounting For Chocolate) Each and every athlete I measured was quite unlike any other tailoring experience I’d had. As someone who is professionally attuned to all body types, and has a keen eye for form and posture, gait, and muscle mass, it was

an eye opener on just how well conditioned, and frankly how physically unique, such high level athletes are. After years and years of elite training, diet and performance, they had far surpassed what I’d considered to be an “athletic” frame. The thought of having someone so physically gifted wearing clothes I’d measured them for was one which gave me great pride and excitement. Not long after measuring soon to be “Dame” Kelly Holmes, I passed her at a vending machine, buying a couple of Milky Way bars. “Now I know the secret to your success, Kelly!” I joked, “But be careful not to overdo it— I’ve only just taken your measurements.” She asked me not to say anything to her coaches, but she was hungry and there were no catering facilities on site . When I offered to run down to the supermarket to pick up something more substantial for her, she politely refused and gave me another glimpse of the immense pressure they were under, not just to perform on the day, but to take extreme care in every aspect of their lives. She told me that they couldn’t trust much of the food sold in supermarkets, as some substances used in food processing could result in her failing a drug test! The quick sugar fix of the Milky Way would have to do for the time being. That summer, Kelly Holmes hit the bigtime with gold medals in the 800 and 1500 metre races. Amir Khan won a silver medal in boxing at just 17 years of age. Messrs

Hoy and Wiggins took gold in cycling. Cracknell, Williiams, Pinset and Coode rowed their way to more gold. In total, Team GB won thirty medals—nine gold, nine silver, twelve bronze. It was their best performance in the post war era.

From a personal point of view, working in some small way with the Olympic team was an inspirational experience. It was a challenge which, while no easy task, paled in comparison to the magnitude and pressure the athletes faced. Even still, I treated the task with the same concern that they treated their performance. Pride, confidence, dedication, care — detail was most definitely a shared value between Bespoke Tailor and Olympic athletes. And from a professional point of view, it proved to be a great success. I learned a few profound lessons

which I’ve carried with me in my work with Marc Oliver today. And while I’d treated it as a once-in-a-lifetime opportunity, two years later Team GB came calling again ahead of the 2006 Winter Olympics. But that’s another story for another day. There’s more to tailoring than just measurements and fancy fabrics. There’s a love of the craft and a reverence for skill. There’s also a story in everything, if you wish to hear it. Make an appointment with Marc Oliver, and welcome to Savile Row.

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Interview with Jennifer Tramontana

ell us a bit about yourself and your journey to PR. As the President and Founder of The Fletcher Group, I partner with payments and fintech brands that are passionate about leading and disrupting digital financial services. The agency is woman-owned with a female executive team, supporting initiatives to propel women in payments such as Wnet and RiseUp. I’m also the Co-founder and Executive Director, the Canadian Prepaid Providers Organization (CPPO) which is a not for-profit organization and the collective voice of the prepaid technology industry in Canada. It is the only association solely focused on this growing industry and is supported by major financial institutions, card networks, fintech processors and other industry players. I have a master’s degree in public policy and I got the opportunity to begin my career at the United Nations. While there, I realized that I enjoyed the communication aspect of the job the most. I eventually transitioned to a PR agency where I learned public affairs and corporate PR. In 2005 I started the Fletcher Group because I felt the existing agency model of high overhead, long hours, boom and bust cycles could be improved upon. Our agency has been virtual from the start, allowing our people to work from anywhere, for true work-life balance combined with a challenging career. We also offer both PR and content marketing. The lines between PR and marketing have completely erased and successful communication strategies will need to focus on what is needed to achieve the desired outcome. This will come from a continuum of marketing and PR tactics.

Jennifer is the President and Founder of The Fletcher Group, a North American PR and content marketing agency that drives action and long-term impact for B2B, fintech and payments companies. She is also the Co-Founder and Executive Director of the Canadian Prepaid Providers Organization (CPPO), the collective voice of the prepaid technology industry in Canada. Jennifer is a sought-after communications partner for B2B growth companies. Her direct approach and razor-sharp business acumen make her a favorite with executives and a trusted advisor to client organizations. Under her guidance, The Fletcher Group has earned a reputation for smart marketing and PR strategy and exceptional client service.

What was the motivation behind The Fletcher Group? I am proud that the Fletcher Group is an award-winning PR and content marketing agency that drives action and long-term impact. Our clients are disrupting how people shop, save and spend and we help them build credible brand awareness and fill the funnel with leads while managing reputation. We serve B2B, payments and fintech companies of all sizes, from rapidgrowth startups to large multinational organizations. In the last year we have been awarded Ragan/PR Daily PR Team of the Year, Top Lead Gen Content Marketing Campaign of the Year, Tearsheet Agency of the Year Finalist and Silver Anvil Award of Excellence.

I founded the agency in 2005 after my current employer asked me to come back to work in the middle of my maternity leave. It crystalized for me that the PR agency model was broken and there was a better way to offer an ambitious career with the time away from the office to manage a family or just pursue personal passions. From the beginning, I truly believed that a motivated and personally fulfilled team of people would provide the best outcomes to clients, leading to long term success and profitability. And it has worked. We have been profitable every year since we started, including 2020, and some of our clients have been with us for 10-15 years. What should small business startups know about PR and its value? In a crowded, noisy marketplace where people engage with 5,000 marketing messages a day, it’s difficult to make your brand stand out. You need to find the brand positioning you can own, and then build and activate smart content strategies that promote what you know, not just what you sell. A PR effort that is anchored in earned media and amplified through speaking engagements, influencer engagement and sales enablement can exponentially raise awareness of any brands in the right places, directly impacting sales and raising long-term brand value. The lines between PR and marketing continue to blur. Your goals will likely be better met by a mix of these converging tactics. Traditional media relations or social isn’t always the answer alone—sometimes a piece of gated content targeted at a handful of potential customers stuck in your funnel can have a bigger impact. If you decide to work with an agency look for deep industry expertise. That means they are on top of the

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trends media in your space, care about and can inject you into those stories and help you make business decisions based on market intel. It also helps keep your agency’s ideas fresh and innovative and allows them to best understand all the places to build awareness outside of just earned media. They can suggest the right shows, speaking engagements, awards programs, LinkedIn groups, etc.

and connect marketing, communications and sales programs to business outcomes. We deliver monthly reports for our clients that show key outcomes and results using highly sophisticated analytics software which quantifies the business impact of PR and provides a complete set of metrics to measure coverage value, impact on web traffic, social engagement and more.

How different is a press release from an advert? While a press release and advertisement are both paid media placements with messaging controlled by the brand, they serve different purposes. A press release is typically used to share long-form brand news, such as product launches, new hires, brand research, with media and industry analysts. Advertisement can be highlight visual, such as a highway billboard or website banner, but can also be a sponsored article. Sponsored articles are commonly used as a thought leadership tactic to publish long-form content of a senior leader’s POV on an industry topic. In all cases, a brand’s objectives and target audience must be taken into account to properly evaluate which PR tactics are best.

What keeps you going as a PR professional? If the last 18 months has shown us anything it is the value and necessity of clear, relevant communication. Our industry is more important than ever whether you are a business trying to compete in a crowded marketplace or a non-profit trying to raise your profile or issue to the public.

Are there systems in place for companies to track the success of a PR campaign? Impactful reporting is essential to successful marketing and communications campaigns because it allows you to continuously improve programs in real time

PR: Effective Awareness and Brand Reputation

I love that we have built our own model at The Fletcher Group that is unlike other PR agencies. This has allowed to avoid the burnout so many have been experiencing during the pandemic. Our clients are doing amazing things, our people are in it for the long haul and we are continuous learners. This mix of support and excitement for trying new things makes me excited to do this work everyday Jennifer’s social media link: LinkedIn: https://www.linkedin.com/in/jennifertramontana10/

Polly Atherton

Polly Atherton is the MD of Stir PR and has been in the PR business for almost 20 years. Having worked her way up at agencies including Freuds and Frank, she spent four and a half years as the MD of Frank Australia before joining Stir in 2018. Polly has worked across the board of consumer PR with a diverse portfolio of entertainment, travel, FMCG and consumer tech brands. Polly has produced award-winning work such as launching COD year on year for Activision Blizzard and her biggest clients to date include Deliveroo, 20th Century Fox and Heineken and Nestle at Stir. Tell us a bit about yourself and your journey to PR.. I got into the PR industry straight out of university

and I must confess at that stage not entirely sure what it was that I was getting into or indeed what PR was. Now with over 17 years in the game, working

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agency side, I have seen so many different sides of it and I think it is that mix that I really get a kick out of. From stunts, strategic planning, events, content creation right through to crisis communications there are so many facets to the gig to learn and master.

more impactful than the previous year? No mean feat. Treasury Wine Estates: Working across a broad portfolio of wines each with distinct attributes and differing consumer sets to cater for and engage.

I was fortunate to land an internship with Freud Communications as my first foray into the world of PR, it is here that I gained a grounding in the discipline and exposure to great work. After working my way up through the ranks, I jumped ship to Frank PR, a consumer PR shop with an emphasis on creativity. At Frank, I really cut my teeth and established my own style. After several years with them, they packed me off Down Under to head the Australian office. This was a great period in my career and I look back with so many fond memories. We had a lot of fun building the agency, working with a number of awesome clients and doing work I still feel incredibly proud of. Sadly, after four and a bit years, the pull of home got too much and I made the move back to UK shores.

Deliveroo (in the earlier days): Deploying that startup mentality and relentless hustle to firmly establish them ahead of the competition with innovative creative.

Once home, I took up my current position at Stir PR and haven’t looked back. In the past couple of years, the agency has been going from strength to strength, working with clients like Nestle, Taco Bell, Heineken and Tommee Tippee, alongside startups such as The Uncommon and Four Pillars Gin. At Stir, we believe the most powerful campaigns make people feel something. For over ten years we’ve brought our clients PR that feels different. Actually, that feels, full stop. We tell stories for our brands. Stories that connect with people, trigger powerful emotional responses and deliver impactful results. What brands have you worked with? What were the challenges and successes? Thanks to being agency side for so many years, I have been lucky enough to work with a wide variety for clients from various industries, keeping things interesting - there’s never a dull day in PR! I mean, when you have to bounce from a meeting with your tax client straight into one with the sex toy brand you need to be able to switch gears quickly and remain on your toes! But seriously, I feel genuinely grateful that the agencies I have worked with has meant that my clients have ranged from small entrepreneurial startups through to big household names. Each one comes with their unique set of challenges and developing strategies with them to overcome each challenge really keeps me engaged in the PR game.

How important is PR for small businesses, and what should be the ultimate goal of a successful PR campaign? PR provides a great opportunity for startups to get out there and make their mark. PR done well can be an affordable and effective means to drive awareness and brand reputation. The ultimate goal of a successful PR campaign will vary from client to client and will route back to the business’s strategy and the specific objectives tied to that.

Sure, I can’t lie, having a generous budget opens up more opportunities, ways to execute and can further amplify creative but I have also seen some knockout campaigns delivered on a shoestring. If at the core of the concept there is a strong insight informing the creative and a compelling news hook, then it will do well and suitably capture the media’s attention without the need for bells and whistles.

Play the long game: PR naturally has its peaks and troughs, a flurry of activity, perhaps tied to a seasonal hook, followed by a quieter period. Despite the ebb and flow, maintaining your efforts is key. Sure, the quick win feels great, prompting high fives all round in the office, but from a consumer standpoint, you need to keep coming back with more to ensure you stay in the front of people’s minds and remain relevant.

Get the right partner: If working with an agency, it is key to ensure you select an agency who gets what you are trying to do and buys into the vision and values. Forging that trust with these partners is vital and they should be coming to the table with measurable suggestions that align with securing your business goals.

What’s next for Polly Atherton? 2020 was obviously a difficult year for us all, and as an agency we needed to batten down the hatches and ride it out but what’s exciting is that I feel like we are emerging stronger than ever. We used the quieter period to really home in and define our proposition, review what sectors we felt passionate about and recruited some exciting new talent to support that vision. So, I’m now really excited to see all that planning and prep put into action and growing the agency expect Stir to make further moves in the Health and Wellness space, build upon our tech credentials and put out some attention grabbing, bold creatives! Polly’s contact: https://www.linkedin.com/in/polly-atherton-2104a433

What 5 tips would you give to startups with regards to PR? Find your voice: PR offers a great way for you to connect with your consumers and bring to life your personality. Make sure you establish the tone that aligns with your values early on and then be consistent, essentially, keep it real and be authentic.

Notable clients over the years include:

Know your audience: What makes them tick, what influences them, what media do they consume…? PR is not limited to just traditional media relations, the beauty of it is that it can flex across channels. So, the key is to know what’s going to deliver the most impact for your target consumers and then play there.

Activision, Call of Duty: How do you come back year after year with a new release and make it bigger and

Big budgets are not the be-all and end-all: Many startups I speak to simply just presume they can’t afford PR.

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Why Less Is More When Marketing Your Consulting Business

Nicolas Verweyen is the founder of VerDigital, a Munich based marketing consultancy that provides marketing and sales strategies to independent consultants and business owners all over Europe. Active since 2019, Nicolas has worked with more than 100 businesses.

It’s not necessary to spend 50% of the day figuring out what to post on social media. It’s important to understand the following 5 principles, which truly matter when it comes to a successful marketing strategy. hy Less Is More When Marketing Your Consulting Business

Please, make marketing simple again! Many business owners are struggling with the complexity of creating a simple, yet effective market-

ing strategy. Due to the immense amount of possibilities, many are lacking clarity and direction. The result: They are trying everything at once with little to no results. In this article we will explain how you can make marketing simple again.

choose a clearly defined market (your niche) in which you position yourself as the expert.

1. A strong foundation

Trying to be the expert for everyone is a strategy that most service based businesses are trying. There are a number of reasons why this approach doesn’t work:

To build a strong foundation of your business you need a well-defined positioning. This means that you should

You are competing against the bigger players that have way more resources and expertise than you.

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Nobody is recognizing you because your few marketing resources are focused on too many people. You are not differentiating yourself from your competition. Because of this, choose your niche and get to know the people inside as good as possible. 2. Growth mindset When trying to grow your business, it is all about your mindset. Your inner state of mind will directly influence your growth or decline. You need to have a strong conviction about your service and offer. People will have a hard time trusting you and your solution when you yourself have doubts about it. Your confidence will show your target audience that you are the expert within this area and they need you to solve their problems. If you are currently struggling with this, no worries. Confidence comes with practice. The more you do it, the more confidence you have in your skills. In addition to that you need to take full ownership and responsibility for every situation, not only for positive results but also for failures. Those happen to everyone. Quit looking for excuses, instead take action towards constant improvement! 3. Create the right message by talking to your target audience If you want to create a highly relevant message and solution for your target audience you need to talk to the respective people. Just strategizing and conceptualizing in a closed room will not get you the knowledge that you actually need. A clear understanding of your prospect’s current situation, their needs, wants, dreams, fears, & goals is mandatory. So, talk directly with the people that are supposed to benefit from your offering. Ask them about their current situation. Ask them what they are thinking about at night, when they are staring at the ceiling not being able to fall asleep. Ask them about the current trends that are happening in their lives. What are they struggling with, what are their goals, aspirations, secret wishes? The more people you talk to, the sooner you will see that there is a commonality among your target audience. Use this repetitive wishes and struggles and formulate your marketing message that actually resonates with the people that it is crafted for.

prospects

Giving Small Businesses The Tools They Need

Keep it simple when trying to get in contact with prospects. Concentrate on the one approach that has been successful in the past and optimise based on it. Too many different approaches will result in complexity. You will lose the overview and things are getting more difficult to handle. The problem with adding new approaches to your prospecting is that you will also start to shift your focus from the approach that already works for you. Once your focus shifts, you will also get less results from it. Think about this example: Your main approach brings you 10 leads every week. You run into a possible additional approach that promises to get you 10 additional leads. You will focus 50% of your focus on your old approach, 50% on the new one. You will need to learn how to do the approach, try different methods and you will end up with possibly 2-3 additional leads. Since you only spent 50% of your focus on the approach that already works, you also only get 5 leads. The result is 7-8 leads, which is 2-3 short of just sticking to the approach that already has worked. So use something that works for you, for example an automated ad funnel or manual outreach. And most importantly - stick with it and exploit it as much as possible. 5. Outstanding customer fulfilment When you are able to deliver (and potentially even over-deliver) to your customers, they will be more than happy with your services. Remember: In almost every case your customer also knows other people who can profit from your offer. If your customer is happy, they will refer you to their network. You will start to get clients through recommendations. Your reputation in your niche will become even better. Don’t spend your day doing anything else. Otherwise, you are wasting your time & potential – be aware of that! Feel free to get in contact with the author Nicolas Verweyen through Linkedin or his website www.verdigital.eu if you want to grow your business.

Clay McDaniel

Clay is a Social Media Marketing Expert and CEO of Ripl. Ripl enables small businesses to create professional-looking animated videos, collages, slideshows, and layered static image posts in minutes, as well as schedule or post instantly to Facebook, Instagram, LinkedIn, Twitter, and YouTube. All with simple-to-use mobile and desktop browser apps.

an you tell us about Ripl, what it’s all about and what makes it stand out? Simply put, Ripl is the small business social media success expert. We are the Swiss Army Knife of social marketing content creation and scheduling. Our objective at Ripl is to give busy small business owners the tools they need to quickly and affordably create polished, professional social media marketing. We empower small business users to create dynamic social media profiles in a fraction of the time, and with a fraction of the budget it took in the past. Small businesses often can’t afford a social media manager, or don’t have team members with the knowledge, time, and skills to execute skilled social media content creation. With Ripl’s innovative technology, anybody can easily manage the social media presence of a business – engaging customers, growing followers and driving sales. We stand out from competitors because of our superior content. Ripl provides thousands of customizable ready-made social media templates, more than 500,000 high quality images and 90,000 videos to share across social media channels. The time savings and simplicity of use the tool provides are other areas we also lead the pack. Our software allows users to quickly create trackable professional grade content and schedule it to be shared across multiple social

Once you have it, you can communicate on their wave-length. You can show your potential customers that your solution is their vehicle to get to their desired situation. 4. One approach to generate conversations with

platforms in just minutes. Ripl has become a popular social media app, can tell us how you grew your audience and users to this point and how it makes you money? In the early 2000s I was the founder of one of the first social media agencies in the nation, Spring Creek. This was the early days of social media marketing. Brands were trying to figure out if it was a smart use of marketing funds and if it could it be tracked and measured. I was fortunate to work with some of the nation’s most prominent brands at that time informing their social media strategy. Ultimately, I sold the agency because I wanted to take some of those same principles and approaches and templatize and streamline them for small businesses that could not afford an advertising agency to handle marketing and social media. Fast forward to today, and that’s exactly what I’m doing at Ripl. It has proven to be the right move with our sales, user engagement and online following growing rapidly over the past several years. This is in part due to our simple and affordable SaaS model. For about the same price as a Netflix subscription or a lunchtime sandwich per month, any small business or entrepreneur can start creating great content at a fraction of the cost and time it took in the past.

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Ripl is really a culmination of my two passions: social media and being a small business owner. I understand both of these worlds and know how hard it can be to standout. The owner, who doesn’t have a marketing person on staff and can’t afford a Spring Creek, can now spend an hour a week and have a truly world-class social media presence.

nicate what they learned while working there.  A bit more broadly, seek out “A Monkey Could Do Your Job,” by Frazer Buntin. Full disclosure, Frazer’s my brother-in-law as well. But this book is equal parts memoir, business lessons and personal career coaching, and as such, it’s one of the only and most concise books of its type I’ve ever found.

Which business professionals do you look up to and why? Yvon Chouinard, the founder of Patagonia, immediately comes to mind. He’s shown the rare combination of core principles, customer understanding and appreciation, and business values to build a global brand that does good business while doing good around the world. Thelma Golden, Director of The Studio Museum in Harlem, is another individual I greatly admire. She championed overlooked artists of color for decades and charted a bold course for herself, her work and the arts institutions she served. She has been unflinching, outspoken, and true to her own instincts and point-ofview throughout her career. I also look up to every single Ripl customer because they all have taken personal and professional risk to choose their own entrepreneurial path for themselves. What goals do you have and where do you see yourself in the future? I want to keep growing and expanding the Ripl service and business. Our mission is to help every independent business owner succeed by doing a great job with their digital marketing - and I personally think this is a mission that has real worth in our society because it can have a positive impact on the small businesses that help our communities thrive. I want to keep having the temerity to take career risks along the way and to make sure I don’t get lazy or comfortable in my own professional growth and challenges. I also want to keep building a reputation for integrity. I’d like the majority of the people I work with now and throughout the rest of my career to feel that I did what I committed to do. I want to be a kind father and an empathetic and supportive partner throughout all of this. In the longest run, I want to spend a meaningful part of the end stage of my career on a combination

Edward Tufte’s “Envisioning Information” and “Beautiful Evidence” are both gifts I regularly give colleagues and team members, regardless of their roles. For more than half of the people in the world, pictures do a better job transmitting information than words. Tufte unlocks and illustrates the best practices for this. Lastly, “The Art of Looking Sideways,” by Alan Fletcher, literally changed how my mind is wired, how I view the world at large, and therefore my life.

of advisory support to entrepreneurs and non-profit board service.

What do you do to unwind or recharge when you are not focused on growing Ripl?

I’m a regular bike rider. I ride both for my commute during non-quarantine times, and for pleasure. I need to be in motion to get into flow state, and riding is the full monty because it’s good for my brain, good for my emotional state, and good for my heart. When I can really check out for a few days or more, I usually prioritize fly-fishing or travelling in new countries to experience various cultures with my family. I have found since I met my wife that I really enjoy both the process and the product of home cooking, also. I’m in charge of family pizza night almost every Friday which we’ve made an informal shabbat tradition at my home. So, I’ve come to really look forward to assembling, cooking, and handing over everyone’s custom pizzas in my family pretty much every week. Clay’s social media link: https://www.linkedin.com/in/ claymcdaniel/

What’s the best advice you could give to any aspiring entrepreneur? Be curious, not judgmental. Yes, I freely admit I have stolen this from the scriptwriters of “Ted Lasso.” Apply this especially and rigorously in every interaction with your customers. Can you share a particularly difficult business experience you have faced and how you adapted to overcome it? Sure. I’m engaged in one right now! It is tough being a CEO of a startup where tens of thousands of customers are depending on your service every day, every hour, every minute! And by the way, in case no one else running a software company out there is willing to admit it, allow me to share that software is an extremely competitive market. The pace of innovation and customer expectations is incredibly fast. I’m trying to adapt to meet these challenges by being open to feedback, by being reflective and self-critical, and by reminding myself to ask for help whenever I realize I need it. This is an everyday process, and I hope I never stop adapting my style because the business environment and my teams certainly never stop changing. Which business, marketing or self-help books do you recommend and why? I love Goldratt’s “The Goal.” I read it in grad school and never forgot the core lessons. I continue to find ways the underlying principles apply to all aspects of business. I would recommend the recently published “Working Backwards,” by Bill Carr and Colin Bryar, two Amazon vets who were kind enough to clearly commu-