Grover connections help startup start up

Team Smeeple includes student intern Lexi Auth ’24, Calvin Holston ’05, Marketing and Management Professor Dr. Scott Powell, Josh Mallalieu ’05, and intern Aaron Phillips ’24.

By Nick Hildebrand

When a DIY project went south, Calvin Holston ’05 scoured the internet for hours for a solution before calling in a plumber, who fixed the leak in minutes with a simple maneuver. If was something Holston could have done himself – if he had just had a little bit of expert advice. That day, Holston got a $250 plumber’s bill and an idea for a website that would connect people via videoconference with an array of experts who could provide late night plumbing tips or a host of other services.

Holston, a nuclear plant operator with a degree in Marketing and Management, began to work on the idea that – with a little help from his friends in the Grove City College network – became Smeeple.

Holston didn’t have to look far for a partner in the venture. “I realized that it was 50 percent technology and 50 percent marketing and advertising,” Holston said. “For the marketing aspect, I needed someone I could trust and rely on, so I called up Josh and shared my vision.”

Josh is Josh Mallalieu ’05, a Marketing and Management major who built a career at a New York advertising firm, where he works with startups and Fortune 500 companies. He is also Holston’s old roommate. After meeting as freshmen in Memorial Hall 20 years ago, they became close friends, stood up for each other at their weddings, and stayed connected.

Beyond the personal ties, Mallalieu’s skillset complemented Holston’s extensive operational and management experience and together they founded Smeeple. “Josh and I were going over potential names that capture the true essence of what we are doing, bringing Subject Matter Experts – SMEs –and people together,” Holtson said, “and then it dawned on us: ‘SMEple.’”

When they needed advice about the business, they tapped mentors on the faculty and in administration with whom they remained connected over the years. Management and Marketing Professor Dr. Scott Powell and Jeff Prokovich ’89, vice president for Advancement, were early sounding boards and continuing counselors.

“Calvin called to tell me about the idea for Smeeple. I really liked the concept and thought it had great potential,” Powell said. “We had a series of ongoing discussion where we talked about differentiation and marketing strategies and bounced ideas off each other.” them with alumni-owned Tru Fit Solutions for software development. They began to bring experts on board – some of them from the College and alumni network – and market the website. they show to their employees … I am thankful for the Grove City alum base that reaches out to professors to look for skilled and hardworking students.”

Powell said he’s proud of his former students and the admiration is mutual. “Beyond Scott’s extensive marketing experience, it was his wisdom and unwavering faith in the Lord that led us to seek his guidance and mentorship throughout this journey,” said Mallalieu. Powell noted that it isn’t uncommon for his former students to reach out for advice or for some of them, like Mallalieu, to mentor and speak with current students.

The partners developed their plans and swiftly assembled a team with diverse skillsets to transform Smeeple into a reality. In another College connection, Prokovich connected them with alumni-owned Tru Fit Solutions for software development. They began to bring experts on board – some of them from the College and alumni network – and market the website.

When they needed some more hands on deck, they turned to Grove City College again. This fall they brought on two student interns, seniors Aaron Phillips and Lexie Auth, who the founders said are playing pivotal roles in the success of Smeeple.

Holston and Mallalieu were well aware of the exceptional work ethic, intelligence, and talent that Grove City College nurtures. “It was only logical for us to look within this pool,” Holston said.

“It was also an opportunity to give back to the community that meant so much to us, and help shape the minds and careers of future marketers,” Mallalieu noted. “Starting our own company became a perfect platform for us to bring real life experience to students who were interested in pursuing a career in marketing, but might not yet know what field they want to specialize in. It gave them a place to put their education into practice in a real and meaningful way and see how the marketing and start up worlds work.”

That is the case for Auth, a Marketing and Communications double major. “I would describe my work as an all-encompassing marketing position. My involvement spans across multiple dimensions of the company, as often required by a startup,” she said.

She said she feels a “Grover connection” with her bosses, she said. “While it is evident in their work ethic, I feel the connection most predominantly through the tremendous care they show to their employees … I am thankful for the Grove City alum base that reaches out to professors to look for skilled and hardworking students.”

Going forward, Smeeple’s founders are looking for more ways to involve the GCC network, whether to hire a recent graduate or a fellow alum who wants to help with the growth of the company.

Smeeple is a case study on how the relationships, skills, and wisdom developed on campus among the alumni network benefits the entire College community, according to Prokovich. “The connections forged at Grove City College between students, faculty, and staff can help alumni and students build something of value together,” he said. “That’s certainly the case for Calvin and Josh as they develop and grow Smeeple.”