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The Power of Community: How Local Initiatives are Shaping Sandy Springs

August 27, 2024 by angishields

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Chamber Spotlight
The Power of Community: How Local Initiatives are Shaping Sandy Springs
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In this episode of the Chamber Spotlight, Lola Okunola is joined by Fred Freeney, director of the Georgia Festival of Trees, and Kendra Fuentes, co-owner of ISI Elite Training Sandy Springs. Fred discusses the festival’s history, volunteer opportunities, and its mission to combat human trafficking. Kendra shares insights about ISI Elite Training’s community-focused fitness programs and their unique training experiences. The episode highlights the importance of local businesses and community events in Sandy Springs, emphasizing collaboration and community support. Both guests express their commitment to enriching the community through their respective initiatives.

ISI-Sandy-Springs-logo

Kendra-FuentesKendra Fuentes was raised in Atlanta, Ga and has been part of the Sandy Springs community for many years.

After volunteering during her teen years, Kendra want on to work for the YMCA of Metro Atlanta for 10 years professionally before deciding she wanted to take the venture into owning her own business.

She opened her franchise of ISI Elite Training in April of 2024 and co-owns her gym with her mom, Mary.

Georgia-Festival-of-Trees-logo

Fred-FreeneyFred Freeney is retired from Delta Air Lines.

He completed 1000 volunteer hours with Habitat for Humanity and is currently the Director of the Pink Pig and volunteering with the Georgia Festival of Trees.

 

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studio in Sandy Springs, Georgia. It’s time for Chamber Spotlight, brought to you by CorpCare, your Employee Assistance Program partner. Caring for them because we care about you. For more information, go to Corpcareer.com now here’s your host.

Lola Okunola: Hello everyone and welcome back to another episode of the Chamber Spotlight podcast show here in Sandy Springs, where we shine a light on the incredible businesses and people making an impact. I’m your host, Lola Okunola, and today’s episode is proudly sponsored by CorpCare, your go to Employee Assistance program company providing support and resources to businesses and their employees. Today we have two wonderful guests joining us. First, we have Fred Freeney, the director of an Atlanta icon, the Pink Pig. He is with the Georgia Festival of Trees, a spectacular event that not only brings holiday cheer, but also supports meaningful causes throughout the community. We also have Kendra Fuentes, the co-owner of ISI Elite Training, a premier training facility right here in the heart of Sandy Springs that’s redefining the fitness experience for our community. Welcome, Fred and Kendra.

Kendra Fuentes: Thank you for having us.

Fred Freeney: Thank you. Yeah, great to be here.

Lola Okunola: Thank you thank you, thank you. So we are going to start with Fred. Fred.

Fred Freeney: Hey.

Lola Okunola: How is it going? How are things going? Are you excited to be here?

Fred Freeney: Oh, golly, this is great. I’m excited to be here. I’m excited about the Georgia Festival of Trees and everything that’s going on. The whole Christmas spirit. And more than that, the cause that we’re supporting, it’s just a great thing. And if you love Christmas, it’s the best thing in Atlanta to do.

Lola Okunola: I agree, I agree. We also have the honor and pleasure of being part of the Georgia Festival of Trees. For the last three years, I myself have decorated trees alongside my colleagues and have donated and it’s just a wonderful, wonderful experience. So today we are going to just dive in. For those that do not know what the Georgia Festival of Trees is, can you give us a little bit of history about it Tell us what we have to look forward to this year. I understand the location has changed. You can go into that as well. And yeah, let’s just kick off that conversation.

Fred Freeney: Yes, the Georgia Festival of Trees has been around for a little while, and then somewhere around about ten years ago, it kind of stopped existing. And then Frank and Angie Ulibarri came to Atlanta and said, there’s no festival of trees here. So they looked around and basically reignited it four years ago and has traditionally been held at the Georgia World Congress Center. And this year is a first. It’s going to be at the Atlanta Gas South out off of Sugarloaf Parkway. And there’s about 90,000ft² of, uh, of Christmas. So, uh, that’s going to be great. And, um, everything that goes with it. We need volunteers or a lot of volunteers. There’s so many things to do. The trees, Santa Claus. The entertainment. Of course, the pink pig that goes around the arena there and takes kids around and plays Christmas music and just everything like that. People love.

Lola Okunola: It. Could you tell us the dates this year for the Georgia Festival of Trees?

Fred Freeney: Yes. It’s going to be the thing. The week of Thanksgiving, starting the Saturday the 22nd, I believe that’s the day. And then it’s going to go through the following Sunday and then or through the following. Yeah, I think that’s right. And it’s going to be closed Thanksgiving Day and the day before.

Lola Okunola: Okay. And what you are in need of at the at this time is volunteers. So can you tell us what these volunteers do. Because I feel like I know exactly what you do. But I want others to know you need like, several sets of volunteers. First, you need people to volunteer to donate trees decorated trees. Um, and then you need people to work as well, right? Yes.

Speaker4: That’s correct.

Lola Okunola: We’re going to also talk about the cause. So while Christmas is amazing and we all love the lights, there’s a deeper reason why we do this. So can you tell us tell us about those things, Fred?

Fred Freeney: Yes. Uh, well, of course, of any function anyone ever goes to, there’s always needs of volunteers. Um, our whole organization is completely volunteer based. So there’s people who donate trees. They come there and they decorate them with whatever can come out of their minds, and they end up beautiful. You’ll end up with Barbie trees and Jimmy Buffett trees and manger trees. There’ll be trees that you just wouldn’t believe that you would see. Um, that’s one piece of volunteering. You can donate a wreath. Um, of course, there’s just general volunteers for people who want to show up and say, I’ll volunteer to do anything. And then, of course, on the pink pig side, we need some drivers and we need people to help the children and adults get on and off the train and, um, just those kind of things. And, uh, and the cause, uh, Atlanta Redemption Inc. and Street Grace. Uh, wow. That’s all the money that gets raised from the festival for the whole week. Goes to help them out. So. And that that their whole thing is to fight human trafficking, which I really wasn’t aware of it until I kind of got in the middle of this and said, wow, this is a big deal. And Atlanta, believe it or not, is number two in the nation for child trafficking. Washington DC is number one. So, um, this is the number two spot you don’t want to be in. So, uh, hopefully you don’t get any spot. So that’s that’s what we’re doing.

Lola Okunola: Wow. Thank you. Thank you for sharing that that is truly, truly amazing. And how did you get involved in this, Fred?

Fred Freeney: Well, after I retired four years ago, um, I was my wife said, why don’t you see if you can find that tree thing, that festival of trees. So I got online and did a search, and then somebody called me back and I went. And when I got there, the head elf says, you’re going to drive the train. I said, hey, that works for me. So, um, I, I got involved at the festival, went there every day, and then afterwards they said, if you want to do more, um, yeah, I’d love to do more. So now I go, you know, different places around Atlanta, Sandy Springs Chamber and just talk about what we do. And there’s a lot of people out there who love Christmas and, uh, want to get involved in this combating human trafficking, which is a horrible thing.

Lola Okunola: It really is. Well, thank you so much for sharing that, um Fred, it’s such a unique way to combine the holiday spirit with, um, philanthropy. Um, yeah, I’m going to move on to Kendra for now, and then we’re going to come back to you. So Kendra, um, is with ISI Elite Training, and she’s been making waves in Sandy Springs, even though they’ve only been open for four months. Kendra, could you tell us what sets your facility apart from other gyms and training centers in Sandy Springs?

Kendra Fuentes: Yeah, absolutely. So I would say the first thing that is different about me being the business owner is I actually came from being a member of another facility. I trained there, I fell in love with the product and the community they created in Charlotte. And I was born and raised in Atlanta, so I wanted to bring that back here. Um, so that is the first thing I and my mom, who is my co-owner, so strongly believe in the product of what we offer and the community we can build that. We have such a passion to make an impact on Sandy Springs. I would say in terms of product and experience, what differentiates us is the coaching and the level of connectivity that we have in our facility. We are not just a gym. We are certainly a place for people to become stronger, create more healthy habits and lose weight if that’s what you’re wanting to do. But we focused on the community aspect a ton. So we have events every month that are free for our members and the community, whether it’s a mobility clinic or a no shower, happy hour, or a workout on the city green. We truly believe in building a community of like minded people that want to develop healthier habits together. In terms of our product, what differentiates us from our competitors is that all of our coaches are nationally certified and then ISI branded certified, which means they are specifically trained to provide options or to coach up for every member that walks in our door. So although we are group training, we focus a lot on one on one individual attention in a group setting. And so your coach actually goes through how to demo every movement in real time with you and then actually will form correct or coach you up when you need that extra challenge, which I hadn’t really seen in any of our direct competition prior to ISI.

Lola Okunola: That’s great. That really sounds like fun. Um, how how big is your is your gym? How about how many people can you hold in your gym?

Kendra Fuentes: Yes. So each session we can hold anywhere from 2 to 22 people. I would say right now, because we are smaller, um, most of our sessions are averaging around 8 to 10, which our members love because they get a lot of one on one attention. Yeah. Um, and we focus a lot on the training floor. We have so many different pieces of equipment. We have a turf where we can do sled pushes or we can do athletic based agility movement. We have battle ropes, we have barbells, dumbbells, kettlebells, resistance bands, pull up bars, skiers and assault bikes. So and there’s so much more from that. So every time you walk in the door, you’re going to see a different workout. And it’s going to be in a different format than you have previously.

Lola Okunola: Wow, I like that. I like that you said, um, they’re small class sizes. I mean, we all know that one on one training is can be very pricey. Yes. So if you are able to still get that benefit of that feel of of one on one and not have to pay those prices, I’m sure that that is definitely an attractive, um.

Kendra Fuentes: Absolutely.

Lola Okunola: Benefit for.

Kendra Fuentes: Our members. Love it. Um, just in terms of like the individual attention they do receive while they’re there. We also have one on one appointments with our head performance coach, where we use an in-body machine, which is actually terrifying to step foot on, um, because it tells you your entire body composition, including, you know, how much muscle, how much fat you have.

Speaker4: But one of those.

Kendra Fuentes: Yeah, it is terrifying. Yeah. But we do have available to our members that service once a month. So that first you can set kind of the expectation of here’s where I’m currently at. Here are my goals. How can you guys help support me in getting me there. And then number two track progress. There’s nothing better than to be able to show people data of what’s working and what’s not. And so that’s also included another touchpoint we provide for that one on one attention.

Speaker4: Wow. Well that’s really.

Lola Okunola: Really, really wonderful. Thank you. Thank you so much for sharing. Very insightful. So, um, we’re going to move on to the the portion of the segment where we we try and find synergies. And I’ve been doing this show, this is my eighth episode. And every time I’m like, I don’t know, there might not be any synergy here. I’m always amazed at what comes up. Um, it’s clear that both of your organizations are deeply committed to building and supporting the community, even though it’s in different ways. Um, so I’m wondering, you know, you’ve heard what Georgia Festival of Trees does, and, you know, Fred has heard what you do. Do you see any way that you could potentially work together? Um, while Georgia Festival of Trees, it’s a seasonal event and you are obviously all year round. Um, do you see any ways that you can work together and help promote each other’s businesses or organizations in the community, and maybe also even help with, you know, some of the efforts that are that are needed.

Kendra Fuentes: Yeah, I mean absolutely. I think you hit it. You hit the nail on the head. We both just want to better people in the community that we serve. So I think that’s definitely where our synergy is. I can tell we’re both very passionate about what we do, and I definitely think there are ways that we can help each other. I think ISI and our team is really committed to, um, volunteering. So I think we can definitely fold in as volunteers. Maybe we do an ISI themed tree.

Speaker4: Oh, there you go with the ornaments to give you a little intro or something.

Fred Freeney: Yeah, that’d be kind of good.

Kendra Fuentes: Yeah. So I think, like, we can fold it in and probably a a volunteer capacity. We can also help promote it. Definitely. Our members mostly are well connected people in the community. So I think there could be that avenue. I think if we could have a presence at the festival whether it’s, um, I don’t know, we could bring maybe the embody there. I’m not sure. I think there’s a way for us to fold in that we could enhance the experience for people. Um, we would have to discuss it more. Definitely. Oh, yeah. For sure. Be on brand. But one of our colors is green and Christmas is green and red. So I got the potential there and pink.

Speaker4: And we have the pink pig too. There we go. So yeah, that’s.

Kendra Fuentes: Kind of what I could see.

Speaker4: I think it’s a fantastic idea.

Lola Okunola: I think that’s a great, great idea. I’m looking forward to it. I look forward to it every year. Um, we change our theme every year. I think last year was, um, I think we had was it Wild Birds or. And then the year before that we did like a, a winter theme with, with like deer and, and moose like different animals that you find in like very cold areas. It’s just super fun to be part of. But I do think it’s cool to have like a little area there for working out. God knows everyone’s eating more around that time of year. I’m sure you can definitely find more. Yeah, to do. Um, but it’s great to see the potential for collaboration between the two of you. But before we wrap up, I’d love to hear from each of you what you’re most excited about in the coming months. Fred, I already know what you are most excited about. All right, um, Kendra, anything coming up that you want to share with our guests?

Kendra Fuentes: Yeah, definitely. Uh, you know, we are in such a pivotal point of growth right now. Um, I would say, most importantly. And I would be neglect if I didn’t mention this. We are having a promotion right now that is driving more people in our doors. Your first month with us is $50 for unlimited sessions, which you do not see that price, and you will not see that price from us or anything similar to us until probably spring of next year. So now is.

Speaker4: $50.

Kendra Fuentes: $50 for unlimited sessions for 30 days. Um, that’s.

Fred Freeney: Hard to beat there.

Speaker4: That is hard to beat. Yeah.

Kendra Fuentes: Yes. So that’s what we currently have going on. We launched that about a week and a half ago and it will go through mid September. The opportunity for people to join. And then I think beyond that I’m super excited to see us grow in the community. We are partnering with Mutation Brewing, which is right down the street from us, and launching a run club with them on Tuesday evenings at 630, so I’m very excited. We will be at the farmers Market on September 7th. We’ll have a booth there. Um, and we will be doing skierg tests for people there, and then we will have a free event open to the community at the end of September. I’m checking my calendar right now. September 29th we’re going to have a free workout open to the community. So more to come on that, but lots of ways to get plugged in for a very low price or free. We just want to spread our brand awareness to the Sandy Springs community. And personally, I am just really excited in the next couple of months to see how the business takes off.

Lola Okunola: Wow, it sounds like so many amazing things that $50. I can’t get that out of my head. We need to.

Speaker4: Crazy.

Lola Okunola: That now. Could you tell our listeners how they can reach you, your website, maybe your social media? How do they get this deal if they’re listening right now and they’re looking for you, how do they reach you?

Kendra Fuentes: Yeah, absolutely. So we have a huge Instagram presence ISI dot Sandy Springs is our handle. So that is probably the easiest way to find us and submit a DM. And we also do have a website Site. Isi elite Training.com. And you can find the Sandy Springs location where you can submit your information and we will reach out to you. And trust me, we will reach out. Um, so those are probably the two easiest ways if anyone wants to get in contact with me directly, whether you are, um, looking for a job or you are another business that wants to collaborate, my email is Kendra Dot Fuentes. That’s f u e n t e s at ISI Elite training.com. I love collaborating with other locally owned business and people who just want to make Sandy Springs a better community.

Speaker4: Awesome.

Lola Okunola: Thank you. Fred. Um, hey, is there anything you would like to add about what you’re excited about for the rest of the year? And then also, how can people reach you if they want to donate a tree or if they want to volunteer or or they just want to know more about Georgia Festival of Trees. Tell us how they can. They can contact you.

Fred Freeney: Okay, well, the first thing I’m excited about, obviously, is Christmas. And it’s 95 degrees outside, which makes for a hard mix, you know? But to wear a Santa hat, it’s just like you got sweat running down your face. But anyway, it’s something you do. And. But if you want to reach, reach us. The website is Georgia Festival of Trees, which is GA Festival of trees.org. And when you go to the site, there’s a couple of videos you can watch. There’s dropdowns to where you can volunteer and my email is Fred at GA Festival of trees.org. So that again is Fred at GA Festival of trees.org. And I would love to talk to you and we can get together. And another thing I love is coffee. So if you love coffee and Christmas we’re going to be friends All right.

Lola Okunola: Well, it’s been such a pleasure having you both on the show today. Thank you for sharing your businesses and organizations with us. And to our listeners, remember that supporting local businesses and events like the Georgia Festival of Trees and ISI Elite Training not only enrich your lives, but it also strengthens our entire community. Once again, today’s episode was brought to you by Corsair, your partner in providing comprehensive employee assistance programs. Be sure to tune in next time for more inspiring stories from the heart of Sandy Springs. I’m Lola Okunola.

Speaker4: Thank you Lola.

Fred Freeney: Thank you.

 

Lessons from the Frontlines: Medical Leaders Tackle Healthcare Challenges

August 26, 2024 by angishields

Lessons from the Frontlines: Medical Leaders Tackle Healthcare Challenges
High Velocity Careers
Lessons from the Frontlines: Medical Leaders Tackle Healthcare Challenges
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In this episode of High Velocity Careers, Stone Payton speaks with Dr. Daniel Fortes, Division Chief of Thoracic Surgery at Wellstar, and Will Chilvers, the Director of Outpatient Imaging Services at Northside Hospital. They discuss their unique career paths, the challenges they face in healthcare, and the importance of combining clinical expertise with business acumen.

Daniel shares his journey from Brazil to the U.S. and his transition from academia to private practice. Will highlights his background in healthcare administration and process improvement. Both emphasize the need for teamwork, effective communication, and continuous learning to drive improvements in patient care.

Daniel-FortesDr. Daniel L. Fortes currently serves as the Division Chief of Thoracic Surgery at WellStar Health System, headquartered in Marietta, Georgia.

Dr. Fortes was born in Brazil and completed his medical education at the Federal University of Rio de Janeiro School of Medicine, graduating in 1999. He then pursued a General Surgery Residency at the same institution before continuing his training in the United States at the University of Texas Health Science Center in San Antonio with further specialization in Thoracic Surgery at the prestigious Mayo Clinic in Rochester, Minnesota.

Beyond his medical training, Dr. Fortes recently earned an Executive MBA from Kennesaw State University. His professional journey included private practice and academic appointments.

Before moving to Georgia in 2021, Dr. Fortes served as an Assistant Professor of Surgery at the University of Texas at Austin, Dell Medical School and a Clinical Associate Professor of Surgery at Texas A&M Health Science Center.

Dr. Fortes work focuses on minimally invasive and robotic surgery for cancers of the chest, most predominantly Lung Cancer. He is fluent in Portuguese and Spanish, a lifelong drummer, a father of two teenage children and a dedicated husband.

Connect with Dr. Fortes on LinkedIn.

Will-ChilversWill Chilvers is the Director of Outpatient Imaging Services at Northside Hospital in Atlanta, Georgia. With over 15 years of experience in the healthcare industry, his career began in 2008 at Emory Healthcare, where he swiftly advanced from intern to Clinical Operations Manager of The Emory Eye Center within two years.

Seeking new challenges, Will transitioned to Northside Hospital, where he became the Manager of the Pain Treatment and Spine Centers and Outpatient Radiology locations. In 2015, he was promoted to Director of Outpatient Imaging Services.

As a leader, Will is known for his ability to blend a heart-and-soul approach with the strategic use of complex analytics to build and sustain high-performing teams. He is committed to maintaining an extraordinary level of compassion in patient care and believes that caring for one’s team should be at the core of any healthcare leader’s vision and mission.

Will is a two-time graduate of Kennesaw State University, holding both a Bachelor of Business Administration and an Executive MBA from the Michael J. Coles College of Business.

Connect with Will on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX Studios in Atlanta, Georgia, it’s time for High Velocity Careers. Brought to you by Kennesaw State University’s Executive MBA Program, the accelerated degree program for working professionals looking to advance their career and enhance their leadership skills. For more information, go to kennesaw.edu/emba. Now, here’s your host.

Stone Payton: Welcome to another exciting and informative edition of High Velocity Careers. Stone Payton here with you this morning. This is going to be a good one. Please join me in welcoming to the broadcast Mr. Will Chilvers. How are you, man?

Will Chilvers: I’m doing great. Thanks for having me.

Stone Payton: Well, it is a delight to have you on the broadcast. We also have Mr. Daniel Fortes with us. How are you, man?

Daniel Fortes: I’m great, thank you very much.

Stone Payton: I got a ton of questions, guys. I know we’re not going to get to them all, but I think a good place to start, I’m going to ask each of you, if you would, and I’m going to start with you, Daniel, if that’s okay, maybe could you give us a little bit of an overview of your career path? And, I don’t know, maybe even a couple of milestones along the way. How did you get here, man?

Daniel Fortes: Absolutely. Yeah. Thanks. So, I think probably starting with where my origins are. I’m originally from Brazil. I grew up in Rio de Janeiro. And I had early ties to the U.S. since my, you know, puberty years, and I lived in the U.S. as a teenager. I went back to Brazil, finished schooling, and then decided to get into medical school.

Daniel Fortes: So, I got to medical school, and then I realized that I wanted to come to the States for training. So, that ended up happening in 2001, where I married my lovely wife, and we moved from Rio to San Antonio, Texas, where I did the first part of my training as a general surgeon. Then, I decided that I wanted to pursue further training, and I went to Minnesota at the Mayo Clinic, where I did my cardiothoracic surgery training. And then, from that point on, I decided that academia wasn’t what I was looking for in medicine. I really wanted to be more patient-centered, so I took a job in private practice in the Washington, D.C. area in Northern Virginia. That was very informative. I learned a bunch from older senior partners.

Daniel Fortes: And then, from there, my entrepreneurial sort of motivations took me to Austin, Texas, where I joined a very large group in the city, and I was the first person that did what I do, which is essentially thoracic oncology, which is lung cancer, robotic surgery. So, it was very exciting as an opportunity early on in my career – I was only four years out of training – to go to Austin to build from scratch a thoracic oncology program. So, that’s kind of how it started my journey.

Daniel Fortes: Hitting some hiccups in the way and some frustrations, and realizing how physicians truly are dependent these days on hospital administration and their support, and with that, you know, things in Austin did not turn out to be what it was expected to be, and I moved to Georgia, to Atlanta three years ago to seek new grounds, with opportunities for leadership here.

Daniel Fortes: And then, soon thereafter, I took over the directorship of our division here at Wellstar, and realized that I needed more business skills, that for me to be able to track what I saw as my next step in my career, to really be able to be a leader in defining healthcare in a different way, and empowering physicians to have more say in how medicine is done and how the business of medicine is conducted led me into joining the KSU EMBA program, which we graduated in May last year, myself and Will.

Stone Payton: Will, this guy can’t hold a job. That’s what I took from all that. No. I’m kidding. All right. So, say again where you are now. What are you doing right now?

Daniel Fortes: So, right now, I’m a thoracic surgeon at Wellstar. I’m the Chief of the Division of Thoracic Surgery.

Stone Payton: So, what are you finding the most rewarding? What’s the most fun about that work for you, man?

Daniel Fortes: So, again, medicine is something that is very demanding. And to me, it’s really the direct patient contact. That’s one thing that really fulfilled me for the longest time. And no matter what happened around, as long as I had good relationships with my patients and I could see them and do how I saw fit, it was good enough. And then, soon thereafter, I realized that there were so many things to be fixed in healthcare, that simply being a practicing physician wasn’t providing as much fulfillment as initially did, that I really wanted to be able to change things for the better for all.

Daniel Fortes: Now, healthcare, I mean, lots of issues with staffing, with patient’s rights, physician rights, and wellbeing and finance, I mean, there’s so many issues going on and so many challenges, and I want to be part of that solution rather than just sitting on the backend, you know, doing my day-to-day job.

Stone Payton: I apologize, Will, that’s going to be a tough act to follow. This guy’s accomplished a lot.

Will Chilvers: Yeah. When you asked him to go first, I had that exact feeling.

Stone Payton: Well, tell us how you got here, man. What’s your backstory?

Will Chilvers: Yeah. Well, interestingly enough, I’m actually not from the U.S. either. I was born in the UK. I moved to Florida when I was ten years old. And I actually moved because my dad, who’s an entrepreneurial spirit at heart, serial entrepreneur really most of his life, he was asked to come and help start a doctor’s office by a friend of ours. And so, that was my first kind of exposure into the life of a healthcare person. And he was the administrator of this practice, and he ended up moving into hospitals.

Will Chilvers: And so, I spent countless hours on the porch with my dad just constantly hearing about a healthcare administrator, the administration side, the hospital administration side, as Daniel mentioned, working with physicians and how those relationships materialize and how critical those links are to any sort of success in healthcare. It really is a partnership between the two sides. So, I kind of come at it from a different side in that perspective.

Will Chilvers: I moved up to Georgia in 2002, and I actually did my undergraduate at Kennesaw State. I did a business degree there. And so, after I was done with that, I was able to get an internship at Emory Healthcare here in Atlanta, Georgia. And, you know, speaking of healthcare needing improving and realizing how much it needed that, I actually started as a process improvement analyst after that internship. I was hired on by them after a two month internship to be a process improvement analyst at the Emory Clinic.

Will Chilvers: And there’s all sorts of evaluating, and sitting around, and observing the physicians in their environments, and coming up with ways that we could operate more efficiently, how their time could be more value add, trying to eliminate the waste because people talk a lot about how much waste there is in healthcare. And so, I spent a lot of time working with the doctors trying to figure out how do we let you focus on the patient care component of your job and less on the administrative side of the fence and kind of the busywork, if you will. So, that’s kind of how I got into healthcare. I ended up getting promoted a few times while I was there. I ended up as a clinical operations manager, but I was still a process improvement analyst. So, by the time I left there, I had three jobs.

Will Chilvers: And I moved to Northside in 2010, Northside Hospital here in Atlanta, Georgia as a manager of their pain treatment, spine centers, and radiology outpatient centers. And I’ve been there now. Since then, we did a lot of different things there. I spent some time in the hospital. I was the manager of their Atlanta Hospital Radiology Department for a year, which exposes you to all the modalities throughout the hospital. You work with cardiology. You work with emergency department. You work with the intensive care units. You work with surgery. And working in a hospital environment really enlightens you to just how many facets there are to healthcare. And that was an amazing experience. I really enjoyed that.

Will Chilvers: And then, we got into a lot of merger and acquisition type things. I don’t know if you know, but a lot of people that are in healthcare certainly do, oftentimes a hospital is putting their sign on something all over town. You see urgent cares with a Piedmont or a Wellstar sign pop up. Northside has signs on buildings all over town that have become sort of medical office buildings for us. And we’ve affiliated with different practices around North Georgia. And I was heavily involved in that on the imaging front when we went out and bought a lot of independent imaging facilities to help support our affiliations and our relationships with physicians in the more rural areas around Georgia. So, that was also a pretty exciting experience. And that’s kind of how I’ve ended up where I am today.

Stone Payton: And where are you today? What’s your role today?

Will Chilvers: So, I’m a Director of Radiology Services at Northside Hospital, specifically focused in outpatient imaging services. And I currently cover a region from Acworth to Warner Robins, which is down south of Macon, so it’s a pretty good spread.

Stone Payton: So, you described having an opportunity to work in and around a lot of different disciplines, that strikes me as a best practice probably for a variety of industries. Would you agree with that?

Will Chilvers: Yeah, absolutely. I mean, not even just the various different sort of modalities within a hospital system, if you will, but also the different business modalities that exist within it. You know, I’ve had a lot of interaction with revenue cycle, with finance, with analysis of capital planning and strategic, heavily involved in the operations, obviously. But just touch points throughout the system really gives you a very broad understanding of, not only the different clinical components, the different departments within a hospital system, but also a business in general, a very large business, you know, you’ve got departments for everything.

Daniel Fortes: And that’s the thing – kind of sort of jumping in – that is a striking contrast to now the medical delivery part of the system, which is physicians really have absolutely no business background or knowledge. There’s nothing that is taught during their entire career, unless they did it on their own. Now, things are changing, finally. This new generation will come with different skills than we had. But all the names that you mentioned, business cycles, et cetera, I mean, this is something that physicians go, “What is that? I have no idea.” So, you know, that dichotomy is huge because then healthcare is being managed by non-physicians and physicians don’t understand the management of healthcare, so it’s crazy.

Stone Payton: Wow. So, what are some of the major leadership challenges that you guys have run into over that path? I wonder if they’re very different than they are in other arenas. I’m curious to know things that maybe really caught you off guard at least the first time you were faced with it. And I’ll start with you, Daniel, but I’d love to hear from both of you on that front.

Daniel Fortes: So, you know, initial challenges as you start practice, you’re like, “Well, I have a great idea how to make things better, but I have no idea how to make it happen.” So, I go into a boardroom with a bunch of administrators and I go, “This is what we have to do. It’s so obvious, right? This is going to improve patient care. It’s got all this stuff.” And they go, “Well, it doesn’t really work that way. How are we going to do? How are we going to budget for that?” And then, you go, “Oh. I have no idea.”

Daniel Fortes: And then, you realize that you might have great ideas, but, again, great ideas are plentiful. What matters is how to implement them. And that lack of knowledge is huge in being able to make true changes in healthcare. So, I think you need both parts. So, I think we need more administrators with more clinical background and, vice versa, more clinical people with more administrative background.

Stone Payton: How about you, Will?

Will Chilvers: Oh, I think that’s a really good kind of tee up, because I think as Daniel was talking about physicians not having that sort of business background in a lot of cases, and how that creates struggles in those areas, and sometimes misunderstandings, miscommunications about what can be done, what is possible and why. Because sometimes the why doesn’t really jive with us, right? It doesn’t give us a good feeling. Like, that’s a silly why. I understand it, but that’s a silly why.

Will Chilvers: But the biggest leadership challenges that I see often stem from leaders who have a clinical background not understanding the whys and the hows of the business. Because most of our leaders are former nurses or former radiologic technologists, or they’ve been in the line, if you will, they might not be physicians, but certainly at the operations level, they’ve worked their way up through the ranks, which makes sense because they have an intimate understanding of how the operation works, how the patient flow occurs.

Will Chilvers: But they don’t have any formal training necessarily on how exactly can we make this better. How exactly does this all play in with all of the other stuff in the background that’s happening, like we talked about. You know, if you’re a clinical person, you might not understand revenue cycle or all the complexities involved in not only how do you get the patient on the schedule, but how do you get paid at the end of the day. And so, there’s a lot of kind of breakdown there that’s not their expertise, and so they’re just kind of trying to figure it out.

Will Chilvers: And then, on the flip side of it, you have people like myself who have no clinical background, other than my own personal experience in healthcare interactions with physicians, and people are like, “Well, what do you know about how to operate this place? You’re not a doctor, you’re not a nurse, you’re not a tech. You just got a bunch of big ideas and you’re standing here spouting at us why we should be doing this differently.”

Will Chilvers: And it really is a great thing to see a team come together and see the light bulbs go off to say, “Oh, from a clinical perspective, you have now enlightened me from a business perspective why this can or can’t be done.” And then, on the business side of the front, someone like myself learning the nuance and the complexities associated with clinical care as to why this great, efficient business idea that’s going to save money and make money all at the same time maybe isn’t in the best interest from a patient care perspective.

Stone Payton: Daniel, everything I know about doctoring, you could stick in your eye and still see out, but it seems like you guys are already so busy. Where in the world did you find the time? How did you find the time to pursue an executive MBA, man?

Daniel Fortes: I’m still asking myself that same question. Because to be honest with you, as exciting as it was, I enjoyed every single weekend that we had classes. And I specifically chose KSU because it was something that I could fit into my schedule because I couldn’t really change my clinical schedule. It’s not like I took a sabbatical to do this, right? I have to do it on the side. So, I enjoyed every single moment, but it just takes a toll on everything else.

Daniel Fortes: So, actually, by the time we were finishing, I was having my own stress test and EKGs and Holter monitors and check because of stress. I mean, it was tough. Of course, many, many long hours on top of regular hours and many weekends on top of the call weekends that already existed. So, yeah, as hard as it was, it wasn’t as hard as training. So, in a way, sort of the history behind on how we get to where we get from a clinical perspective helped me, you know, be able to sort of hunker down and get this done. But it was not easy, I tell you that.

Stone Payton: Well, I certainly applaud you, and I don’t mean to dismiss the time commitment and the energy and the resources you invested as well. Will, if you remember, what initially compelled you to pursue an executive MBA?

Will Chilvers: I think there were a lot of different factors. I found myself in different rooms with different levels of people throughout as I’ve gotten farther on in my career where they just seem so much smarter than I was. And at this point in time, I’d been in healthcare for 15 plus years, and I felt like I had a pretty good handle on things. But when you get in the room with the directors of finance and various different vice-presidents, and you listen to things that they’re talking about, you start to wonder maybe I need more tools in the toolbox, or maybe I need to sharpen the somewhat blunt ones that I have right now. And so, I kind of felt that way for a little while.

Will Chilvers: I also felt like a lot of the opportunities for advancement and growth in the field often require a more advanced degree than just a bachelor’s degree. And so, I was like, well, between seeing these people that have these degrees, and seeing just how incredibly intelligent they are and the tools that they use to help make their decisions, I’m obviously missing out on something. And so, I started exploring the different opportunities to participate in a program.

Will Chilvers: And I actually looked at lots of different programs around the metro Atlanta area. And I ended up coming back to my old alma mater here at Kennesaw State University. And I’m really glad that I did, and part of that was, as Daniel said, the way the program is structured, it really just sort of aligned with my ability to continue working, because aside from our local residency and then our international residency at the end of the program, I didn’t take any time off work to do the program.

Will Chilvers: As well as the components of both the business modalities, which is part of every MBA program, but the personal and professional development growth track that sort of ran parallel with the program was really kind of exciting to me. I’ve asked myself a lot of questions over the years about who am I, what am I doing with my life, where am I supposed to be. And that was really probably one of my favorite parts of the program is just learning a lot more about myself. There was a lot of deep introspective thinking and writing that went in alongside this program while we were learning about finance, and accounting, and economics, and marketing.

Will Chilvers: And that thinking as I thought along the way is like, nobody’s ever made me think like this. Nobody’s ever made me really dig down deep inside my soul and bring that out and say this is who I am, and this is how I got here, and these are the things I want to change.

Daniel Fortes: And to couple that, too, the teaming component of it, I think it’s very unique the fact that from the beginning we’re set up in teams. But you don’t know —

Stone Payton: Say more about that.

Will Chilvers: I think that was the scariest part, if we’re being honest.

Daniel Fortes: Yeah, it was. All of a sudden, it’s like, “Okay. You’re going to sink or swim with your team so you got to make it work.” So, from the beginning, you’re really learning those interpersonal skills, those leadership skills, those working as a team kind of principle from the get-go. And I think that is very unique and great. Because there’s some, Do I want to sit in a class by myself watching a finance lesson and then go home, do the homework, and come back? No. No. I want to discuss it. I put this in real perspective on real projects with my team working together, dividing tasks. It was phenomenal.

Stone Payton: And I suspect that’s a much more accurate reflection of real life, right?

Will Chilvers: Oh, yeah. The philosophical debates that Daniel and I have had about healthcare over the last two years, it’s just endless. I mean, we could have gone on forever trying to solve the problems of the world like we all want to do.

Stone Payton: I’ll give you a little bit of a heads up, Will, those life purpose questions, those will continue even when your hair is as white as mine, so those aren’t going away.

Will Chilvers: Thanks for that. I appreciate it.

Stone Payton: I had a mentor early in my career that told me, he said, “Stone, competency is really a moving target.” And he was trying to impress this life learning mentality on me and trying to help me get my arms around the fact that, man, things are going to change and you’re going to have to learn, not only how to personally adapt to that, but you’re going to have to lead other people through that. I’d love to hear your thoughts on planning and executing change. I got to believe it’s rampant in the healthcare arena like it is in some others.

Daniel Fortes: No, for sure. That’s exactly something I learned. One of my mentors, too, I never really understood what he meant. He came to me, “Dan, one day you have to realize that you have to sort of reinvent yourself every five to seven years.” And I go, “What do you mean? I mean, I don’t know what that means.” And then, through life, now I’m 20 plus years in healthcare, it’s like, “Oh. I get that.” Because your perspective of life, your perspective of the job, of everything that you do changes as you gain more experience, as you age, as you gain life experience, family, and all those things, your prerogatives and your focus has changed. And that’s absolutely right and how to change that.

Daniel Fortes: And so, this is my cycle of renovation for this, I guess, fourth, five-year stint of my innovation. So, yeah, absolutely, that’s key. That’s key. The world continues to evolve. And if you stay behind, you literally stay behind.

Will Chilvers: Yeah. I mean, I think one of the interesting things that Professor Davis shared with us – and I think he stole this from somewhere. But he admitted that, he said he got it from somewhere – is better, better, better better. We all want to wave a magic wand and fix everything, right? We spend so much time, like, how do we fix this in a big way? And the reality is that those sort of mass sweeping, immediate changes are very unrealistic for so many reasons.

Will Chilvers: And they are beyond unrealistic in healthcare in many, many ways. And part of that is because you’ve got to be able to maintain patient care every minute of every hour of every day. There’s no stopping the machine, if you will. So, you can’t say, let’s shut this whole place down, tear all this to pieces, and build it all back up in the 21st century. We’ve got thousands of years, really, of evolution in the industry of people being sick, and people being made a little bit better, and a little bit better, and a little bit better. And hopefully, our ability to provide care to our patients is better today than it was yesterday.

Will Chilvers: And so, in terms of how do we do it, how do we keep it up, how do we make these changes, how do we improve, it really is just the ultimate better, better, better, better. Like every single day we’re having a conversation about how do we make this one little thing a little bit better. And for some of us, that can be really frustrating at times, because you’re like this whole thing stems from this setup, or the way we bill, or the way we collect, or the way we answer the phones, or the way we still use fax machines. You got to love healthcare for that.

Daniel Fortes: That is unbelievable.

Stone Payton: Is that true?

Daniel Fortes: Oh, yeah. So true.

Will Chilvers: Every single day.

Daniel Fortes: So, you want to talk about like evolution, right? We’re still hanging on to some relics, and for different reasons. A lot of that is HIPAA compliance. Funnily enough, that’s just one of the ways that has been deemed that’s a fairly secure way of transmitting information.

Will Chilvers: And nobody can steal a fax, I guess.

Daniel Fortes: Yeah, say that. I’m sure there’s ways that can be done. Somebody will post in the comments if that’s a thing. So, we spend so much time thinking about if we could just get healthcare into the 21st century, things would be so much better. But you can’t stop it. You can’t stop everything, throw it all out, bring it all back together in this new, modern era.

Daniel Fortes: And everybody in every healthcare organization around the country and around the world is in a little bit of a different place. They might be a little bit ahead, they might be a little bit behind, but we’re all trying every single day to make people’s lives just a little bit better and provide a little bit better care than we were able to provide yesterday.

Will Chilvers: Yeah. And it’s quite amazing, right? If you’ve ever been part – and I know you have and so have I – of really major changes in operations or whatever that happens at a hospital level or at a clinic level, the disruption is amazing. I guess it’s not something you shut down a production line for a week and you get it done. I mean, you can’t. So, there are people just pouring in, and then all of a sudden, you’re inability to actually care for the people that need you because you wanted to make this one change, and sometimes it’s like a software update – I mean, not to mention what just happened recently. But because that shut down all the hospitals in Atlanta, by the way. If people don’t know, all hospitals were affected by the CrowdStrike issue.

Stone Payton: Oh, wow.

Will Chilvers: I got a call at 3:00 in the morning, I need everybody in the hospital here because there’s no orders for any of this, 700 patients are in the hospital. The nurses don’t know what to give anybody. So, we had one printer in the pharmacy printing prescriptions for every single patient in the hospital at 3:00 in the morning so the nurses could keep up their work. I mean, it’s to that level. So, anyway, yeah, it’s a pretty tough business.

Stone Payton: Yeah. And when you disrupt that established pattern, you’ve got this human dynamic that you’re dealing with, and it’s not like they’re all in the same place mentally at the same time. You’ve got someone that’s in denial, you’ve got somebody else that’s kind of got past it and said okay. I mean, and you’re managing a lot of people at all these different stages of how they’re going to respond to that disruption, right?

Will Chilvers: Yeah, yeah. And then, when you realize how labor intensive healthcare industry is, we are the biggest employers on any city that you have big healthcares, because the number of people that you actually need people to care for people. So, a disruption here, I mean, Wellstar has as many employees just here in the Atlanta metro area than the big top ten 500 corporations in the U.S. They’re spread all over a few. But here, it’s just so concentrated and so dependent. So, if you change one thing for you to really decimate it through that huge population is ginormous.

Daniel Fortes: Yeah. It’s interesting, during our international residency, we went to Santiago in Chile, and we met with a mining company. And the gentleman that was speaking was talking about how old their systems are and how they’re constantly having people come in and say we can automate this, we can digitize this, we can make this more efficient. And the thing that he said, we cannot stop operations. They cannot go down. The robust nature of this system, this process is critical. And he was talking about it from a revenue perspective. They made so much money that any interruption to their operations, to their ability to continue to produce out of this mine was just considered catastrophic because of the money that they would have lost.

Will Chilvers: And you throw that into the healthcare environment, there’s a huge impact from a revenue perspective when operations don’t work. But you’re talking about people’s lives. You bring in the human element. I mean, really, that’s what it comes down to, is your inability, when anything prevents you from being able to care for that patient, sometimes the seconds matter. I mean, Dan knows this more than anybody in what he does.

Will Chilvers: And so, just the appetite for risking that in the interest of sweeping changes in “fixing healthcare” – big topic. Like, healthcare is broken, it needs fixing – the appetite and the ability to make the kind of changes that we theorized would “fix it” or fix a part of it, even, you’re always considering that against what the risk is there to your ability to see those patients, and care for those patients, and just how delicate that ecosystem can be, as evidenced by the recent CrowdStrike outage.

Stone Payton: Well, the stakes are so high in your world in the price of failure. Oh, wow. Yeah. So, either one of you get involved at all in recruitment, selection, development of folks? The reason I’m asking, I’m interested to know, like, what do you look for in terms of leadership skills and credentials and all that? But I’m also kind of interested, do you and your team, do you look for – I’ll call them -intangibles? Speak to that a little bit.

Will Chilvers: Yeah. I mean, all the time. I often share with my team, I’m like, you got to be a whole package deal. You could be the best tech in the world, the best nurse in the world, quite frankly, the best physician in the world, but if you don’t show up or if you’re not punctual and timely, if you’re not good with people, it’s just not going to work out. You’ve got to have the bedside manner. You’ve got to have the ability to talk, and care, and be compassionate, and be skillful in whatever modality is that you’re in.

Will Chilvers: And so, it’s easier to assess do they have the skills. You know, you can put them in a room, you can put them on a machine, you can give them an IV start kit., whatever it is, whatever the job is, and say, “Go. Here, do it on me.” And you can determine they’re pretty good with this equipment, whatever that might be. But you spend a lot of your time figuring out, does this person really care? Do they love sort of the mission of healthcare, if you will, of helping patients get better? And are they able to work in a team?

Will Chilvers: Because every interaction in healthcare involves some sort of a team, and often the team is very fluid. There’s five people that work together in the beginning, and then half of those people move into the next team, and the next team, and the next team, and so it’s just like this big constant back and forth in waves of these people all having to work together and trust each other.

Will Chilvers: And that was a huge thing that we talked a lot about in the program, in the executive MBA program, is, trust and just how critical that is in the ability to provide. Because if Dan doesn’t trust me as a healthcare administrator to have his best interest and his patient’s best interest at heart, it’s going to be very difficult for us to come up with solutions that help the patients at the end of it all. And the same goes for every single interaction throughout healthcare.

Will Chilvers: So, when you’re recruiting these people, when you’re interviewing people, when you’re developing people from a staff level position into a leadership level position, you’ve got to have a real good kind of finger on the pulse, if you will, about where their head is at and where their heart is at, and can you trust them to do the right thing always.

Will Chilvers: And some of that comes from you as a leader. If you instill an environment where people are afraid of being in trouble because the stakes are so high, and so anytime something goes wrong, which it does, things go wrong, there’s a huge human element in everything that we do and people make mistakes. And so, if people feel like every time they make a mistake, they’re going to get in trouble, it kind of encourages people to try and sweep things under the rug, or I didn’t see it, or let me fix it. I’m going to fix it. I’m gonna fix it. I’m gonna make it right. And sometimes they make it worse. And they need to come to you and ask for help.

Will Chilvers: And so, as a leader in healthcare, you’ve got to instill that it’s okay. I’m here. I’ve got your back. Stuff happens. I need you to tell me what’s going on so I can help you. And that comes with compassion and love for the people that work for you. And if you don’t have that, it’s going to be tough for you to be really successful as a healthcare leader because your people have got to come to you when something’s going wrong. Otherwise, it just goes sideways very quickly.

Daniel Fortes: Yeah. You know, the clinical side is very similar because, at the end, you can probably teach skills to most people. Sure, you’re looking for a microcerebral surgeon, that guy needs to have the skill if you’re going to hire him. But for the most part, in terms of the ancillary team that supports, which is 90 percent of people taking care, physicians is just a minuscule part of the patient care. Focused on physician is wrong, because, really, healthcare is much more that one encounter from the physician is much smaller than the entire team that actually cares for the patient throughout their journey.

Daniel Fortes: So, those folks, as long as they show the skills that they can learn, really what we’re looking for is, first, the interpersonal skill. I mean, can you truly care for people? Are you interested in helping others? And are you reliable when you don’t know something to reach out? You need to. So, that’s kind of what we look, maybe the resume gets you in the door, but at the end of the day, it’s always that one-on-one interaction, personal values, and all that really are crucial for our industry.

Stone Payton: So, Dan, what do you do when you’re not doctoring, man? Most of our listeners know that I like to hunt, fish, and travel. What do you do when you’re not doing this?

Daniel Fortes: Yeah. So, actually I’ve taken quite a bit of hiatus because of this program, but my lifelong passion is music. I’ve been a drummer since age 12. And I’m not going to officially say, but one of the reasons to move to Austin was the music scene as well, so there was another stimulus. I had multiple bands. I used to play out all the time. But since I moved to Atlanta, that has gone into the back door. So, yeah, that’s part of my new program now, it’s go back and find a new band and keep rocking out. Absolutely.

Stone Payton: We got to get you back out there, man. You got to come play Woodstock.

Daniel Fortes: Oh, God.

Stone Payton: How about you, Will, what do you do to kind of get away and recharge?

Will Chilvers: Yeah. I mean, I’ve got a got a lot of hobbies, but I guess my main ones and I didn’t really get into it, but I actually started out my career in residential construction. And so, I still play in that area in my own home, so I do a lot of stuff around the house. I have a shop that I built.

Will Chilvers: But my other passion is cars. I’ve always loved cars. I’ve loved cars since I was a little kid, as long as I can remember. My dad had some stuff that I thought was cool back in the day and it just kind of stuck, and so I’ve got a shop and I weld a little bit. But I fix, rebuild, replace, engine swap, just any kind of thing I can get into in that environment and something that I find a little bit interesting.

Daniel Fortes: We got some funny stories here, come a weekend of the NBA and then, Will, “Oh, yeah. I went that weekend to some warehouse and then I came back with a new Mercedes.” He’s telling this story — “I’ll buy that car.”

Will Chilvers: And old Mercedes. Yeah, I mean, literally that happened, like, at the end of the semester. I went on a guy’s weekend with some buddies, and a friend of mine has a lot up in Knoxville, Tennessee. And he had this really cool Mercedes wagon just sitting in the lot. And I was like, “Where’d you get that from?” He’s like, “Oh. I bought it at the auction.” I was like, “Yeah, okay.” I didn’t think much of it. I went away for the weekend, came back, went back through, I was like, “Do you want to sell it?” And came home with it. I drove it home. My buddy drove my other car and I drove it 200 miles home that day. And I’ve been working on it since then.

Will Chilvers: And, actually, so you asked what do you do, I try to spend time with my kids. They’re still young enough that they think I’m cool sometimes. My 15 year old, you know, dwindles but goes away quickly. But we’ve been working on that car together with the hope that it’s going to become her car, and so that’s been a lot of fun. But those are my sort of main hobbies.

Stone Payton: All right. We got a plan. We’re going to hop in the wagon and we’re going to come to your gig.

Daniel Fortes: And I love the fact that the Englishman bringing wagons back in.

Will Chilvers: Oh, yeah. I love a station wagon. Americans do not appreciate them.

Daniel Fortes: I love them, too. I can’t get one here.

Stone Payton: All right. Before we wrap, I’d love it if we could leave the high potential person that really wants to accelerate their career. They’re thinking through, “Okay. What should I be doing?” And I don’t know if it’s what they should be reading, something they should do or don’t do. But from each of you, gentlemen, if we could have at least, maybe one kind of actionable pro tip, man, if you’re thinking about continuing that career path and you really want to accelerate your career, any insight, perspective, advice, scar tissue? Let’s leave them with a couple of nuggets before we wrap.

Daniel Fortes: Scar tissue, I think that’s probably the most valuable learning from my perspective and my journey. Again, physicians are very self-centered. You know, I know it all. It’s all about me. You know, I know how to do things better. And you realize how small you are in the actual cogwheel of the whole industry, and how important it is to develop personal relationships and networking and get, so that, that one-to-one and knowing your administrators and the people, that is absolutely crucial for you to be successful. Unless you just want to hunker down in your little cubbyhole and keep doing the same thing, but then you’re like a production industry person.

Daniel Fortes: So, interpersonal skills, understanding that you are very small, no matter how high power you think you are or how important you think you are, it’s just you’re still part of a ginormous team and you need to truly be part of it.

Will Chilvers: Yeah. I mean, people say all the time, it’s not what you know, it’s who you know. Healthcare, especially, is a very complicated space. And there are experts in every area, every time you turn around. And if you really think about it, even when you’re an expert in one thing, you know 0.1 percent of what’s going on in healthcare as a whole. So, there are many, many specialists, people that like this is their one focus, and this is what they do, and they’re the best at it. But they need help from a thousand other people to make what they do possible.

Will Chilvers: And I think that understanding that if you’re a specialist, it’s critical. And if you’re not a specialist and you’re a real kind of jack of all trades – like I consider myself to be, or jack of many trades, certainly not all trades – understanding how all those pieces go together is very important. So, it’s really good to get that exposure and see how all the pieces play together. It’s critical in terms of your ability to build a team and make things happen, make those better, better, better a little bit better today than yesterday changes, knowing who to call and when. And then, that goes back to the relationships and just how critical they are.

Will Chilvers: I often share with my leaders when they come to me and they’re like, I just don’t understand why this person won’t do their job. And I tell them all the time, there’s a lot going on in this place. I guarantee you they’re doing their job, but they might not be doing their job for you. And so, the question you need to be asking is not me, why won’t this person do their job? It’s why aren’t they doing their job for you? And so, knowing who to call and when, and making sure that you have that relationship with that person such that when you pick up the phone, or you send them a text, or you send them an email, or you hit them up on Messenger, or whatever media it is that you choose to use, or Skype, there’s so many of them, that they respond and they want to help you.

Will Chilvers: Because a lot of that is they know that you’re just trying to do the right thing. You’re just trying to be a good person. You’re trying to get healthcare. You’re trying to take care of a patient. And having that conversation with them to let them know that you care, and you understand that they’re busy, and they got a million other things going on, but this is what you’re trying to accomplish, can they help you is very critical in being successful, I think, in any environment, really, but certainly in our world, it’s very key.

Daniel Fortes: It’s very human intensive, so you have to be good with humans.

Stone Payton: Well, gentlemen, it has been an absolute delight having you on the broadcast this morning. Thank you for your insight, your perspective, and your generous spirit. You guys have been very generous with your experience. And the work you guys are doing is so important, and we sure appreciate you.

Will Chilvers: Thank you. Pleasure being here.

Daniel Fortes: Appreciate it. Thanks for having us.

Stone Payton: My pleasure. All right. Until next time, this is Stone Payton for our guests today, Will Chilvers and Dan Fortes, and everyone here at the Business RadioX family, saying we’ll see you again on High Velocity Careers.

 

Tagged With: Northside Hospital, Wellstar Health System

BRX Pro Tip: Not Now is Okay

August 26, 2024 by angishields

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BRX Pro Tip: Not Now is Okay

Stone Payton : And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, you told me the other day, “Stone, not now is okay.”

Lee Kantor: Yeah. Putting things on the back burner is totally fine. You can’t – not everything that you’re doing or you run into or you stumble over is a priority. You don’t have to look at everything as a fire that needs to be immediately put out.

Lee Kantor: So, definitely dump things on the back burner. But just make sure if you’re doing that, and especially if you notice you’re doing it a lot, make sure that you have some sort of a system in place that lets you revisit these back burner ideas and these back burner plans to see if the time is right to pursue one of them.

Lee Kantor: So focus your time and attention on the things that move the needle in your business, but periodically go back to your back burner to see if there’s any projects or ideas or initiatives that you – the time might be right to take that action and move them to the front burner because the front burner is where the work gets done. But to have a system where you capture these ideas and you don’t lose them is important as well.

Adam Fineberg with My Personal Recruiter

August 23, 2024 by angishields

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Adam Fineberg with My Personal Recruiter
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Adam-FinebergWith global experience in building and selling companies, Adam Fineberg is a serial entrepreneur who has mastered recruiting across Europe, Asia, and the US.

As the owner of Jackson Square Company, Rock My Resume, and My Personal Recruiter, Adam’s ventures offer comprehensive career services, including talent acquisition, executive search, professional resume services, technology, mobile applications, reverse recruiting, and more.

Connect with Adam on LinkedIn and Instagram.

What You’ll Learn in This Episode My-Personal-Recruiter-logo

  • Starting a successful business
  • Selling a business
  • Job searching
  • Job market
  • Reverse recruiting

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for High Velocity Radio.

Stone Payton: Welcome to the High Velocity Radio show, where we celebrate top performers producing better results in less time. Stone Payton here with you this afternoon. This is going to be a good one. Please join me in welcoming to the broadcast with My Personal Recruiter, Mr. Adam Fineberg. How are you, man?

Adam Fineberg: Thank you. I’m great. Stone, it’s a pleasure to be here. And thank you for having me on the show.

Stone Payton: Well, it’s a delight to have you on the broadcast. I’ve got so many questions, Adam. I know we’re not going to get to them all, but I think a great place to start would be if you could share with me and our listening audience. Mission. Purpose. What is it that you and your team are, are really out there trying to do for folks, man?

Adam Fineberg: Yeah, absolutely Well, to sum it up, we really I love helping people, and I’ve always been like that since I was a kid, just just helping people in need. And the way that we go about doing that is by essentially helping people find careers. Right. So for the vast majority of people, you know, we need to work. We got to make a living. And I’ve experienced how challenging it can be trying to find a job and really not having anyone in my corner. So I have I have a few companies now, and most recently I sold one of my one of my companies. But all of my companies are related to helping people with their career, helping them find jobs, and just making the process just a little bit more, uh, um, you know, easier for them to, to kind of get from where they are now to where they need to be.

Stone Payton: So what’s the backstory, man? What has your career path been?

Adam Fineberg: Oh, man, I don’t know if we can. I don’t know if we could fit all of that into this one show, but uh, the short version is I had a great opportunity to to to live in different countries around the world. So I lived in the Middle East, I lived in Europe, I lived in Asia. And and when I came back, I, you know, I was working in finance and sales. But when I came back to America in 2019 and I was used to making six figures and I couldn’t find a job, after 4 or 5 months, I couldn’t find a company that would be willing to compensate me what I felt that I was worth. So I actually thought about, you know, I wanted to hire my own personal recruiter. I want someone who can who can work for me to help me find that next position. But unfortunately, that type of service just wasn’t really available back in 2019. So, um, so, you know, I started a recruiting agency actually. So instead of instead of getting a job, I started, you know, tapping back into my entrepreneurial spirit, um, and I started a company called Jackson Square Company where we did recruiting and we still do recruiting for. Sales, marketing, healthcare and legal and finance. But we’re kind of. Generalists for the most part. And then when Covid hit, all of my clients called in the same week and they froze hiring.

Adam Fineberg: So, you know, naturally, my income had froze. So I decided to instead of focusing on the businesses to start helping individuals. So I started a company right after right around the pandemic in mid 2020 called Rock My Resume. And that’s, of course, a resume company where we help people with their resume. We do, you know, a la carte career services like, uh, you know, career coaching, LinkedIn optimization, resumes, cover letters and things of that nature. And, uh, and as I continued to provide services for individuals, a lot of people would purchase 4 or 5 different services from me. So I thought to myself, you know, now is a perfect opportunity for me to build a company kind of side by side with my resume. That will be more like an all inclusive service for job seekers, where it covers all the aspects from the writing of the resumes to the applications, to networking, to to coaching. And and that’s exactly what I did. So, so in the beginning of last year, we started offering this service called Reverse Recruiting. So as you may know, Stone traditional recruiting is where a recruiter works for a company and they help that company find a candidate. What we do with reverse recruiting is we reverse that process. So instead of working for the company to find candidates, we work for the candidate to try to help them secure as many interviews and offers as possible.

Adam Fineberg: So as we had somewhat of a test run with Rock my resume, we had a tremendous results. We had clients who were very happy as we were helping them find jobs. And that’s when in October of last year, I started my personal recruiter and you can check us out at my personal recruiter.com. But essentially that’s exactly what we offer. It’s a it’s an all inclusive subscription service, and our clients pay on a month to month basis. We have different tiers of service that we offer and and we have some tremendous results so far. So we’ve helped already hundreds of people this year find employment. And and I tell you, Stone, this is extremely fulfilling work because one day you speak with someone and they’re kind of down in the dumps. They don’t know what to do next with their career. And then 2 or 3 months later, they’re thanking you and they’re writing a great review for you because you helped them get to where they needed to be. So that’s the short version of kind of how we got to where we are today. But we’ve had some incredible results, and I have an incredible team behind me. And and as you know, you can’t do great things by yourself. You have to do them with great people around you. And that’s exactly what I have.

Stone Payton: So you’ve clearly had some experience, and it sounds like success getting a business, multiple businesses off the off the ground. Did you run into especially early on, any surprises that were like, man, I wasn’t expecting this at all.

Adam Fineberg: Oh man. It’s almost like a it’s a cycle. It’s almost like every month or two months. There’s something that says, you know what I ask myself sometimes, why am I still doing this? You know? Um, but yes, to answer your question, getting getting a business off the ground, you need grit. And, you know, I love following, you know, Uber successful people like, you know, Elon Musk, Mark Cuban. You know, there’s so much to learn from people who have done this in the past. And I think one determining factor that you see across all entrepreneurs is they probably didn’t succeed on every single project. But like Mark Cuban said, you really only need to be right once, right? So you get one, you have one exit that is six figure or seven figure exit. And then you can take that money and allocate that into your new project. So I just sold a 90% of rock my resume. So I’m still a minority shareholder. But it’s actually we just had our four year anniversary, uh, earlier this month. And it’s such a it’s such an amazing feeling to, to build something from scratch and then to watch it turn into its own entity, eventually to the point where you can sell it.

Adam Fineberg: And now, you know, it’s it’s still operating successfully without me having to be there. So, um, you know, every and another quote that I love, which I don’t want to, uh, to, to, to ruin it. Um, Elon Musk says, you know, being an entrepreneur is like chewing glass and staring into the abyss. It’s like, you know, no sane person would want to do this because all of the all of the biggest problems that the company funneled down to the CEO or the founder, and they’re the only person who can really resolve those types of problems. So, uh, so yeah, the biggest, um, advice that I’d give to someone going into going into, you know, starting their first small business, um, is just sticking with it, you know, and, and, and there’s so many fantastic books that you can read out there that will, will allow you to do this in a better way. And I always like to look at the recommendations of Warren Buffett and, and people who are, uh, you know, extremely successful. And, and these individuals are recommending great books. So if you look at some of the books that they’re recommending, you know, those are the types of books that I read.

Stone Payton: So how does the whole sales and marketing thing work for a firm like yours? How do you get the new business?

Adam Fineberg: Mm, yeah, that’s a great question. A big part of what we do is referrals, right. So of course we have, you know Google that we do advertising on we have social media manager as well. But a big part of what we do is we want to help people. And because it’s a subscription service, some people are maybe a little bit leery in the beginning saying, hey, if I’m if I’m paying you guys every month, what’s your incentive to help me find a job? And the truth is, our reputation and helping people is our incentive, right? If we can get someone a job in less time than they can get, you know, by themselves, and they recommend us to their friends and family, you know, that’s a successful relationship. So I think a lot of people that are in business don’t prioritize referrals as much as they should, but that is how we’ve been able to scale our company to a tremendous amount. And we have just actually started the process of raising capital, and not because we’re essentially in need of capital, but I want to have more people on kind of the advisory board. And we already have, you know, opportunities to exit as well with this company. So I just started this company in October. And, you know, I don’t want to share too much about the finances, but we’ve had some incredible results this year, and it hasn’t even been one year yet. So we have had, uh, several offers that I’ve declined to acquire my company, uh, you know, 100%. But I don’t want to settle, and I want to hold out until I get the valuation that I want for this company. And meanwhile, I will be, you know, raising funds from different VCs and and angel investors as well.

Stone Payton: Well, good for you. All right. So so let’s let’s dive into the work a little bit. If you if you’re up for it, kind of walk me through. If I elect to join this subscription what happens.

Adam Fineberg: Yeah. Great question. So, um, you get assigned a team of people. Okay. So you have a resume writer, a recruiter, a career coach, and a customer success manager. And these 3 or 4 individuals, excuse me? They work together for the common goal, which is really helping you secure interviews and prepare for interviews. So, for example, the writer will prepare all of the documents the resume, cover letter, thank you letter, any document needed for your for your job search. The resume writer will produce. The recruiter will find and apply for jobs on your behalf. So especially this is especially good for people who are busy who just don’t have the time to search. Or maybe they don’t know where to search, but finding a job is kind of a job in itself these days. Aside from the recruiter finding and applying for jobs, they also can submit resumes on different job boards. So they post the resume publicly. And we also have a network of recruiting agencies. So we have over 230 recruiting agencies that we partner with. And we send candidate profiles to them every day. So we’re in constant communication with these recruiters. So that’s the recruiter. The third person is a career coach. And naturally this person will help to develop a job search strategy, help implement that strategy And then of course, provide coaching and guidance as needed.

Adam Fineberg: So this is relating to interviewing, networking or anything really relating to the job search. And then the fourth and definitely last but not least person. This is someone who is a customer success manager, who ensures that our clients are receiving all of the benefits that they they subscribe to, so that ensuring that the resumes are accurate, ensuring that the applications are being submitted and on time and in volume, and just ensuring that the client is having a great experience. But of course, our overall objective is helping them secure an offer in a short period of time. So that’s the team. Aside from that, we have developed a client portal. So the technology aspect is where we have everything organized in one place. When we’re submitting hundreds of applications for our clients, it’s easy for things to get lost unless we have an organized way of compiling and organizing all that data. So on this client portal, clients could see all of their applications, the status of each application, the number of applications being submitted. We have, the interviews, the offers, you know, so we have a lot of great tools and resources like LinkedIn optimization video series. They also have messaging templates for cold prospecting and live chat for their, uh, that they can communicate directly with their recruiter. But Stone, as you could tell, our service is very robust.

Adam Fineberg: It’s very complex and there’s a lot of moving parts. So our objective is for our clients to have a very seamless approach to the job search, and that we cover all of these different aspects. All we need from them is to complete the onboarding. And from there, we hit the ground running and start assisting them with finding a job. So it is a monthly subscription and they can the subscription tier will determine kind of what benefits that they’ll be receiving. But we had some incredible results and we have only five star reviews online, so I’m very happy that we haven’t even had a three star or even a four star review. Um, so, you know, we’re pretty consistent in that sense. But being that we’ve only been in business for about ten months, you know, we still got to give it some more time as we continue to build that momentum. But but yeah, that’s just a quick summary of what we offer. And it’s, it’s there’s a lot of moving parts. I tried to cover all of it here today, but uh, naturally as we built the company, we’re constantly making improvements, making things better and always looking to to, to, to to streamline the process and to take a lot of that, uh, you know, heavy lifting away from the client and putting it on our shoulders instead.

Stone Payton: Well, it sounds incredibly robust to me. And I’m just, you know, thinking as you were talking, I it’s it’s I’ve got a whole team working on my behalf and I’ve got technology and systems and experience and expertise. Right there in my corner and and from more than one person. People with very highly specialized knowledge and expertise in these specific domains.

Adam Fineberg: Yeah, absolutely. I mean, I mean, this is such a needed service this day and age. And if you look around and you and you’re actually finding it looking for jobs on average, you’re going to find that there’s probably 3 or 400 applicants for each job post. Wow. So if you’re pulling a name out of a hat, you know you got less than a 1% chance of getting your name pulled. So that first means that we need an efficient approach. And secondly, you can’t just submit 20 or 30 resumes anymore expecting a call back. You got to get into 50, 60, even 100 resumes or excuse me, applications or more. Um, if you’re looking to, to take your job search seriously.

Stone Payton: So I don’t know where you would find the time, but I’m going to ask anyway. When you’re.

Stone Payton: When you’re not building companies, selling companies, helping people find the kind of work that they desire, any other pursuits, hobbies, interests, passions. A lot of our listeners know that I like to hunt, fish, and travel. Anything you do to kind of get away from it for a little bit and recharge and come back.

Adam Fineberg: Yeah, absolutely. Well, I’m a big traveler. I love to travel. I’ve been to over 40 countries. Um, and I just got back from Japan and South Korea actually about a month ago, uh, had an incredible time there. And I definitely would encourage anyone to visit Japan as it is just such an amazing country. From the big city of Tokyo to the smaller towns and Kyoto, everything was just simply incredible. But traveling is definitely my passion. Um, and, and you know, I do love to hunt as well, so there’s definitely that. But I don’t get a chance to to go as often. And, and being down here in Florida. I actually recently moved here back in, uh, back in March. Um, and I was in North Carolina prior to this. Uh, I definitely miss hiking. You know, the hiking back in North Carolina, they have some beautiful mountains. And I like to go hiking with my dog, who’s, who’s about a a medium sized dog. He’s a Jack Russell terrier. And I’m concerned that if I let him off the leash and we go hiking somewhere here, that I might not see him again with all the alligators and all the animals around here. So, uh, so definitely hiking is one of those. But we don’t we don’t get a chance to do that as often as we’d like to.

Stone Payton: All right, before we wrap, let’s leave our listeners, if we could, with a couple of actionable pro tips. What should they be reading? Thinking about doing, not doing. If they’re getting ready for a serious, structured, properly constructed job search? And look, gang, the number one pro tip is reach out and have a conversation with Adam or somebody on his team. But yeah, let’s leave him with a couple tips. Adam.

Adam Fineberg: Yeah, absolutely. So first of all, I’ve always been a big advocate of self-awareness, and one of the things that has allowed me to become successful, and a lot of the people that I know who work their way up into C-suite or board positions is just knowing what they’re good at. And you know this very well, Stone. You don’t have to be great at everything in life. You got to be good at one or a set of things and and just focusing your energy on those things. And then another thing is, if you are going into your job search, making sure that you have the right tools in place, and that doesn’t mean just your resume. That also means your your mentality and and the know how. There’s a tremendous amount of great information out there just for free, right? Like your podcast, for example. You know, there’s a tremendous amount of knowledge that one can get from listening to to so many episodes but, you know, even going on YouTube, you know, doing some research on what are the best, you know, practices for interviewing, what are the most common interview questions, and how can you answer those? You know, um, these are these are so crucial to, to to your job search.

Adam Fineberg: So one of the things that we do at my personal recruiter is we also offer Disc assessments. And these Disc assessments just allow our, our, our clients to know who they are better and know what they’re good at. So between those two aspects, when you’re looking for a job, just, you know, be aware of of what you’re good at and focusing your energy on those things and then just making sure that you’re prepared. The resume is definitely important. You know as well. We have a partner company called Rock My Resume. And once again, I still am a minority shareholder of that company. We’re CPR w certified, so I can assure you we’ll provide you with great quality resume. But you know the that. Truthfully, there’s enough information online for most people to go ahead and write their own resume. So make sure that you’re prepared. Make sure that you have that self-awareness before you take that next step in your career.

Stone Payton: I am so glad I asked. That’s that’s quite marvelous.

Adam Fineberg: Me too. Yeah, absolutely.

Stone Payton: All right. So what’s the best way for our listeners to tap into your work, connect with you whatever you feel like is appropriate, but let’s give them some coordinates.

Adam Fineberg: Absolutely. So we have three websites that I own. So once again, Jackson Square Company, which is a recruiting agency. If you’re a company looking to hire people, you know, we can definitely help you find that right candidate. We have my resume for individuals who want to purchase just one resume, or they want to just get coaching. And then we have my personal recruiter. This is for individuals who are usually a little bit later in their career, who either don’t have the time to search for a job themselves, or they just want to be able to leverage the expertise of people who are professional job seekers. So my personal recruiter.com is my is a fairly newer project, but we’ve been able to help hundreds of people in less than a year secure their position. So those are those are the few coordinates that I would say. You’re also welcome to to connect with me on LinkedIn. Um, at it’s forward slash Adam Feinberg. Feinberg is spelled f I n e d e r g. And yeah, I’m happy to connect with people. I think I’m getting close to the limit of how many people that I, that I can connect with on, on LinkedIn, but, um, but you’re welcome to follow me as well. Um, on, on Instagram or Facebook. Um, and you can just type in Adam Feinberg and, and you’ll see my image right there.

Stone Payton: Well, Adam, it has been an absolute delight having you on the broadcast today. Thank you for your insight, your perspective. Thank you for your enthusiasm. I mean, it makes me feel recharged and want to go back and grow Business RadioX more to see all that you’ve done and all that you’re going to be doing. But what you’re doing for the marketplace and for these individuals is it’s such important work, and we sure appreciate you, man.

Adam Fineberg: I appreciate that, man. And, you know, I love helping people and it’s really fulfilling work when you get a chance to help someone. And I think you’re doing an amazing job with this podcast. So so kudos to you and your team for building such an amazing platform.

Stone Payton: Thanks, man. All right, until next time. This is Stone Payton for our guest today, Adam Feinberg with my personal recruiter and everyone here at the Business RadioX family saying, we’ll see you in the fast lane.

 

Tagged With: My Personal Recruiter

Corporate Prospective on the upcoming WBEC-West 21st Annual Procurement and Awards Conference and Why Participate in Matchmakers!

August 23, 2024 by angishields

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Corporate Prospective on the upcoming WBEC-West 21st Annual Procurement and Awards Conference and Why Participate in Matchmakers!
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In this episode of Women in Motion, host Lee Kantor is joined by Erika Castro from Salt River Project (SRP) about the crucial role of women in corporate procurement and supplier diversity. Erika emphasizes the importance of building relationships with women business owners, effective networking, and preparation for events. She highlights SRP’s commitment to community engagement and collaboration with women-owned businesses.

The episode also previews an upcoming procurement conference organized by WBEC-West, stressing the value of face-to-face interactions and proactive networking for business growth. Erika provides practical advice on articulating value, seeking feedback, and maintaining connections.

Erika-CastroErika Castro is the Supplier Diversity and Supplier Management Manager at SRP Salt River Project.

SRP is a community-based, not-for-profit organization providing reliable, affordable and sustainable water and energy to more than 2 million people in central Arizona.

Follow the Salt River Project on LinkedIn, Facebook, X and Instagram.

Music Provided by M PATH MUSIC

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX Studios, it’s time for Women In Motion. Brought to you by WBEC-West. Join forces. Succeed together. Now, here’s your host.

Lee Kantor: Lee Kantor here, another episode of Women In Motion and this is going to be a good one. But before we get started, it’s important to recognize our sponsor, WBEC-West. Without them, we couldn’t be sharing these important stories. Today on Women In Motion, we have Erika Castro with the Salt River Project. Welcome.

Erika Castro: Thank you. Thank you for having me.

Lee Kantor: I am so excited to learn what you’re up to. Please share a little bit about Salt River Project. How are you serving folks?

Erika Castro: So, Salt River Project, also known as SRP, is an Arizona company. It’s a public water and power utility with over two million customers here in the Valley. And the Valley, we kind of refer to like the Phoenix metropolitan area. But, yeah, water and power utility, that’s what we do. That’s our bread and butter.

Lee Kantor: Now, what’s your background? Have you always been in that line of work?

Erika Castro: Yeah. So, I actually have been with the utility for I’m going on 16 years, so definitely have enjoyed being in the utility space. And my background is in corporate philanthropy, but most recently within our supply chain area working in supplier diversity.

Lee Kantor: Now, you are one of the corporate representatives at WBEC-West. Can you talk a little bit about why it’s important for your firm to be a member of WBEC-West and to be a corporate rep?

Erika Castro: Yeah. So, SRP has been in the Valley for over 100 years. And SRP’s establishment was actually established pre-statehood, so it’s really important for SRP to just really be engaged with the community, and more importantly, with the business community because, obviously, SRP can’t do all of the things that we do if we don’t partner with suppliers that can get us the services and good to be able to provide reliable, affordable power and water.

Lee Kantor: So, when WBEC-West has an event, like they are having in Henderson coming up September 17th through 19th, their 21st Annual Procurement Conference, how do you kind of attack that? Is that a must attend event for you and your team? Can you talk a little bit about how you kind of get the most from the corporate side of the table?

Erika Castro: Yeah, absolutely. So, I’m also a proud member of WBEC-West and I truly believe in its mission of advocating, supporting women business owners, and ensuring that they have the opportunities necessary to compete for sustaining contracts and opportunities. And so, for SRP, really, it’s an imperative. Like I mentioned, we are not able to do the great work that we do at the utility if it wasn’t for many of our women business owners. And so, in this case, it’s really important for us to be there.

Erika Castro: WBEC-West is our regional partner for WBENC, and not only are they just an amazing team – so I am going to brag on the team – but secondly, they’re very intentional with everything that they do. And that means a lot for SRP because we know that when women business owners are competing for contracts, they’re ready. They’re ready and they’re well-prepared, and they’re winning contracts.

Erika Castro: So, like I said, for us it’s really important to be there. It’s an imperative for us to be there. So, we are planning on attending with several members of our procurement team, which is super exciting because we always like developing the connections with our women business owners, but women business owners, also – we call them WBEs – they’re super excited to meet our procurement folks. And so, just making those connections, I think is really important because at the end of the day, we’re kind of the funnel and the advocate for women business owners and the utility. But procurement, who knows about the projects, those folks are the ones that is really important for WBEs to meet, so we’re really excited to go with a team of folks to the WBEC-West conference.

Erika Castro: And you asked a great question, Lee, about just preparing, and so we do prepare in advance for the conference to make sure that if there’s anything upcoming that we need, that we’re looking for those things at the conference.

Lee Kantor: So, we talk a lot on this show with WBEs, but we don’t talk a lot with the corporates, so I’m just trying to give the WBEs a little insight into how the corporates prepare, and how you’re kind of getting the team ready, and how they’re kind of gathering the information that’s important to them so that the WBEs have an idea of maybe how to kind of anticipate some things so they’re better prepared. So, can you share a little bit about, you know, when you’re in a meeting with the procurement folks and you’re saying, “Okay, this conference is September 17th through 19th, here’s the game plan. Here’s the best way to kind of get the most out of it.”

Erika Castro: Yeah. So, we kind of approach it from the perspective that each one of our procurement individuals that will be attending, they kind of have their area of responsibility. So, someone may be very specific that all they do is, you know, IT support, someone else may just do, let’s say, marketing and communications and environmental support. But once we kind of have this conversation with our procurement individuals, we kind of go at it from the perspective that you are representing our entire supply chain at SRP. So, really, the goal is to ensure that we are talking to everyone else and we’re kind of getting a feeler out there for everyone else in procurement of what is needed or what are the big things that are kind of coming down the pipeline where we may need additional sources of WBEs.

Erika Castro: And so, that’s really kind of how we approach it. We have a discussion and we kind of just survey, survey all of our peers on what they need. So, in that way, when we go to the conference, we know the types of things that we need. And obviously for the types of things that we don’t need, I always tell this to anyone that I meet, whether it’s at SRP or not, is that it’s so important, I think, to always give some positive feedback to WBEs, because, one, they look to you for that experience from the corporate perspective.

Erika Castro: So, although there may not be opportunities in business, it’s so important to make sure that you’re giving them feedback and that you’re giving them some honest, good feedback that they can take back for other potential relationships for them or other potential opportunities. Because the last thing that I want is, you know, to have our team prepare and go into this conference making everyone believe that everyone’s going to do business with SRP tomorrow, and that’s just not really the reality.

Erika Castro: So, one, it’s kind of just knowing what it is that we need going into it. But two, if we know that there’s not a fit, still making sure that we’re, one, accessible – and that is one thing that I’m really proud of at SRP is that we have a great team – and you can be assured that if you reach out to anyone from our team, they’re going to get back to you. And oftentimes, I think there’s a lot of folks that are reaching out to procurement and supplier diversity, and I think just the fact that there’s not a lot of resources in those departments, it just takes a little bit longer maybe to get back to someone. We have a great team and we have a strong team, so that’s one thing that we really pride ourselves with is that we love to provide feedback just in the true essence of helping develop one another.

Lee Kantor: And it sounds like relationship part of this is very important. You don’t want this to be transactional. You don’t want it to be like, I sell widgets. I don’t need widgets. Buy. You want it to be more human to human.

Erika Castro: I mean, one of the things that I always talk about is, you know, the relationship part should always come first. And even when we talk about matchmaking, whenever a WBE and a corporate gets into a matchmaker, I really don’t like being in a space where it’s just like you get someone’s 30-second pitch, and then you don’t really learn anything about that person. I want to get to know you. And I know that for anyone that has gotten a contract, really, they say people do business with who they trust, and so, for me, I think definitely it’s developing those relationships.

Erika Castro: And I know that a lot of folks would agree with that. It’s developing the relationships, the work comes after. Because kind of what I mentioned, even if there’s not an opportunity immediately, if I’m in conversation with someone internally, or even externally because there’s a huge network of us folks that talk outside, so it’s other corporate representatives talking to other corporates, and even if we can’t use them, if we’ve developed this relationship with a certain individual, a WBE, we’re more likely to recommend them. “Oh, you know what? We haven’t been able to use this person but, man, they would be great.” And so, yeah, absolutely, relationship building I think is the number one that I would say coming in here and really trying to develop that and just being yourself.

Lee Kantor: Now, I’m glad you brought up this matchmaking event that’s going to happen there and sharing a little bit about how you prepare your team to kind of go into that event. Is there some kind of do’s and don’ts? You know, like these are red flags. These are green flags. Are there things that you can share with the WBE? Like you mentioned one, I want to know a little bit about you as a human, not just your elevator pitch. But can you share a little bit about things that you like and don’t like?

Erika Castro: Yeah. I mean, I really appreciate when we can come into a conversation and when a WBE will ask for feedback. There is one event in particular that I attended where I heard a pitch of a company, and this is a great example of kind of being open to feedback is that this company kind of talked about they were in the painting industry and they talked a lot about doing business with a certain segment and government work and a ton of government work. And it sounded like a lot of their work really was focusing on in this particular segment of homebuilders.

Erika Castro: And so, you know, one of the things that I proposed to her after that conversation is, “Well, have you thought about procurement with large corporations because the type of work that you do -” and it was a specialty type of painting “- if you’ve seen any of these large corporations, they have beautiful facilities, have you not thought about getting into procurement with large corporates?” And she hadn’t thought about that.

Erika Castro: So, going back to your question, I think one of the things that I really appreciate as always that I’d like to recommend in any sort of matchmaker, you’re always seeking out either advice or just open to any feedback. I think that’s always a great thing. And I guess things that you want to stay away from is, one, obviously, I think in any matchmaker setting, you have limited time. And so, the last thing that you want is to take up the entire conversation. If there’s five people in the table and you’re going on for now three minutes, it’s not being mindful, I guess, of the other folks at the table. So, I think just kind of having the awareness of how much time do you have, how many people do you have, and not kind of overtaking that conversation because I think that could be perceived negatively.

Erika Castro: So, that’s what I would recommend that we definitely be mindful of others, but, two, also be open to the feedback and suggestions of whoever’s there, not just from a corporate standpoint, but I think there’s a lot of great feedback and suggestions that can be made from other WBEs. Because you might have a WBE there that’s been in business for 20 plus years and someone that’s just starting out, and I think there’s a lot of great feedback and advice that can come from someone that has a seasoned business or an experienced business.

Lee Kantor: Right. And there’s a lot of synergies that might be just waiting there if you’re kind of open to that. Now, when it comes to working with your company, how important is kind of doing the homework and research and really understanding? Because if you’re a WBE and you can’t go to every single corporate matchmaking, you can’t go with everybody, so you’ve got to pick a handful, is it important for you to hear some of the kind of key words and some of the hints that maybe they have done some homework and that they have kind of at least understand some of our pain points and some of the opportunities within our organization?

Erika Castro: I mean, especially being in the utility space with a lot of our upcoming initiatives and our renewable initiatives, I think there’s a lot of value to be had and someone just making sure that they’re prepared. And I always think this way, if there’s a corporation and we know what we’re looking for going into it, I think the same concept could be made for a WBE that they come prepared to the conference knowing which corporations they would like to target, because, like you mentioned, you may not get face time with everyone that maybe you’d like.

Erika Castro: So, understanding, let’s say, that if a utility was in my area of focus, that if I haven’t talked to one of the utilities, that I will make it a point after the fact to connect with them or to reach out. And I always think that it’s also important to note that, one, yes, doing your homework, but, two, if you maybe haven’t done your homework because maybe you just haven’t looked at this company, maybe it’s someone that’s out of state, a company that’s out of state, I think it’s understanding, you know, come with some questions like what kind of questions can you ask the company that’s going to help them solve their needs, and what types of maybe new innovative things are happening where maybe you could help solve a problem for them.

Erika Castro: And so, absolutely doing your homework, but then also having a plan going into it because I think sometimes, especially with some of the conferences and the amount of people, it can be a little overwhelming for WBEs. And so, if they come prepared, they know that they kind of have a plan in place. And if they meet additional corporate’s along the way, well, that’s just a cherry on the top.

Lee Kantor: Right, that’s the bonus. Now, is there any advice you can share when it comes to maybe following up and networking with folks that, like you mentioned, you’re going to see some of them at this matchmaker event, but you’re going to just see some of them, maybe you’ll go and attend one of their speaking events or maybe you’ll run into them at lunch, how would you kind of navigate the networking part of this with the corporates because we respect your time and we don’t want to be so forward that we assume that you’re going to make time for me. How would you do that from a networking standpoint in order for me to maximize my best chances of interacting with you and, maybe at some future point, doing business?

Erika Castro: Yeah, I mean, I think it’s important to always lean in. I know this is kind of maybe a played out term, but I always say just lean in. And even if you can’t have a five minute conversation because, to your point, people are busy and they may be talking to others, just introduce yourself. Make it a point to introduce yourself and maybe provide a business card and ask them for theirs so that you can kindly follow up after.

Erika Castro: And the other thing, I think, is just making sure that you clearly articulate what it is that you do in any sort of follow up. Whether you do get a chance to talk to folks on site or whether you’re following up, it’s just being able to clearly articulate that, because I think many times you hear of companies that they kind of say, “Oh. Well, I do X services?” And you’re like, “Okay. Well, what about X services?” So, I always like to ask for examples, “Well, give me an example of something that you’ve done.” And if they have examples for me for the utility space, “Well, do you have examples specific to the utility space?” If they do, great. If they don’t, then I just ask for an example, period, because I think that can kind of help me figure out, “Okay. Yeah. Then, that would be a great person to introduce to X person internally.”

Erika Castro: Because our job really is to be the connector and the conduit between the WBEs and our internal businesses. And so, I think just making sure that you’re being seen, and if you know that there’s three corporate representatives there, make sure that at least touch base with one of them. And if there’s only one, then obviously you want to try to at least get them to give you their card or follow up. But definitely if there’s more than one, then make sure that you at least touch base and make a connection with at least one of the corporate reps.

Lee Kantor: Now, for you, this event in the past, has there been a story you can share, a memorable moment from a previous conference that you would like to share that maybe you made a connection or you helped somebody or something that you remember.

Erika Castro: Yeah. So, last year, we had a WBE that attended in the construction space, and they hadn’t been as connected with WBEC-West in a little while, and they were so thankful and appreciative that, one, we invited them to join us – and they’re an existing supplier – and two, that they were able to make all these additional connections, because one of the things that I know WBEC-West is big on and I always talk about is that this network is such a supportive network. Women help build each other. And although, you may not be able to do business with maybe a corporation, there’s probably another WBE that you can team up with or subcontract for.

Erika Castro: So, in this case, the company that I was mentioning, it’s ensuring that we were introducing them to a lot of other women, one, that they could mentor because this business has been in business for a while. And two, that they could have also kind of this network of people that they could then team up with or partner with on future projects. And so, coming out of there, this WBE was just super excited and very appreciative. And we have just seen their business flourish and grow not just with SRP but as a business. And I do think that a lot of that is a direct result of continuing to be engaged in events like this.

Erika Castro: You know, especially out here in Arizona, there’s a lot of growth, especially in the construction space. So, if there’s anything in that area, then it’s also kind of just knowing what area you live in and what are kind of the hot areas that are growing and developing, and how can I potentially work with the business like that to get future opportunities.

Lee Kantor: And this event is an opportunity for you to get in front of corporates that can really make a difference in your business. I mean, this to me is a must attend event. If you’re involved in the community and you’re a member, I think it’s super important to invest the time to attend here because meeting face-to-face with these people like yourself, it can be a game changing account if you can land a Salt River Project account for some of these WBEs. So, I wouldn’t sleep on this opportunity. I think this is a must attend event this September 17th through 19th. I mean, how often do people get a chance to meet with you and your team face-to-face like this? It’s probably not that frequently.

Erika Castro: I mean, there’s a few times a year, and then also the fact that I mentioned that we’re bringing folks in procurement. Oftentimes, myself and maybe someone else on the team gets to attend, but we’re not part of the procurement team that’s actually making the decisions with the internal client. That’s why I think this is just so important because, one, you have a team of folks that are going to be there. And then, two, I just think that just professional growth, who doesn’t want that? Who doesn’t want the professional and business growth?

Erika Castro: I think a lot of things that you may learn at an event like this could also help propel your business to the next level. And I think oftentimes we think, you know, I’m going to come out of here and I’m going to get a contract. And I think if you walk out of there and you made X amount of connections, you kind of have to make a goal for yourself and you come out with those connections. And you came out with all these additional learnings that can help you grow your business, I mean, that’s a win, because we all know that a contract won’t happen overnight.

Erika Castro: And so, I think, one, it’s just making that first introduction. And then, secondly, is that there’s just so many other opportunities for personal growth and development, both on a personal level and also at a professional level through your business.

Lee Kantor: And the dates again for this event is September 17th through 19th. It’s in Henderson, Nevada. You can go to wbec-west.com to learn more. This is the 21st Annual Procurement Conference. I think it’s a must attend event if you’re a WBE and you’re already investing in the community, take this next step and learn from your peers in person, meet them face-to-face, get in front of a bunch of corporates that can help your business get to a new level. I think that you should really attend this event. What do you think, Erika?

Erika Castro: I say it’s a great investment, like I said, in yourself and in your business, so I agree with you. As many people that can sign up and register, like you said, it’s just having access, and we all talk about having access to opportunities, this is it.

Lee Kantor: Yeah. This is where it happens. So, Erika, if somebody wants to connect with you and learn more about Salt River Project, what’s the website there.

Erika Castro: So, you can find us at srp.net/supplierdiversity. That will take you to our site, one, to where you can register to be a prospective supplier to SRP, and then two, it does have all of our forms of communication. It has our phone number, our email. And then, it also has just some other additional fun things that we’ve been doing, like tracking our economic impact in our community, so that’s on there as well. And I’ll say the website again, it’s srp.net/supplierdiversity.

Lee Kantor: Well, Erika, thank you so much for sharing your story today. You’re doing such important work and we appreciate you.

Erika Castro: Thank you.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Women In Motion.

 

Tagged With: Salt River Project, WBEC-West 21st Annual Procurement and Awards Conference

BRX Pro Tip: Should You Hire a Business Podcast Coach?

August 23, 2024 by angishields

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BRX Pro Tip: Should You Hire a Business Podcast Coach?
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BRX Pro Tip: Should You Hire a Business Podcast Coach?

Stone Payton : Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, today’s question, should you hire a business podcast coach?

Lee Kantor: Yeah, that’s a question that I get asked a lot because a lot of folks think they can do it alone. Having a business, especially a B2B podcast, doing it alone, is not a difficult thing when it comes to kind of the technology of doing the activity of podcasting.

Lee Kantor: So, you definitely can do it alone. Just watch some YouTube videos, subscribe to a couple of blogs, and you’ll see it’s pretty easy to produce and publish a podcast. That’s really not the hard part. And I think this is where a lot of folks kind of go off the rails because they think that that’s the hard part. But if you look at any of the stats, you quickly realize that 90% of B2B business podcasters and really podcasters of all kinds – all kinds of podcasters, they publish less than four episodes and then they quit. And if it was really easy, that wouldn’t be the case.

Lee Kantor: And so, it’s easy to start. It’s just difficult to maintain it over time and get the results that you were trying to get. So it’s one of those things that seem easy. But without really the right systems in place, it’s nearly impossible to sustain and even more difficult to get the results that you were hoping to get.

Lee Kantor: So, the people that work with Business RadioX are professional service providers who don’t have the time to go on this kind of learning curve. Most of them don’t cut their own hair, or they don’t change their own oil, or they don’t mow their own lawn. They’re the people who value their time and want to have and work with kind of a best-in-class system to get the job done and get the result that they desire, the result from doing the activity, which is the result of doing a B2B podcast. You don’t have to do everything unless you want to, and it’s just a really difficult thing to do right.

Lee Kantor: So when you’re ready to get help from experts who can deliver an easy-to-implement system to execute a business podcast that reliably delivers measurable results, then contact Business RadioX. We can help you do it yourself. We can do it with you, or we can do it for you.

Brian Shields with Handoff Partners

August 22, 2024 by angishields

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Brian-ShieldsBrian L. Shields is a business development and acquisition expert with 15+ years of experience. Throughout his career he has owned, operated and invested in over 15 industries, and has worked on over $4 billion in various investments.

Brian has had a lot of experience acquiring businesses from retiring entrepreneurs. In the last 5 years, he’s led 16 transactions and put over $16m to work. His most recent business rollup sold for ~3x it’s original purchase price, after significant hands-on operational improvements were implemented.

Connect with Brian on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for Buy a Business Near Me now. Here’s your host.

Stone Payton: Welcome to another exciting and informative edition of Buy a Business Near Me. Stone Payton here with you this afternoon. Guys, you are in for a real treat. Please join me in welcoming to the broadcast with Handoff Partners. Brian Shields. How are you, man?

Brian Shields: I’m doing great. Stone, thank you so much for having me on today.

Stone Payton: Well, I’ve really been looking forward to this conversation. Brian, I got a ton of questions. I know we’re not going to get to them all, but. But I think a great place to start would be if you could just share with with me in our listening audience mission. Purpose. What are you and your team really out there trying to do for folks, man.

Brian Shields: Yeah. So with hand off partners, myself and my partner, we really endeavor to be the best stewards of businesses from retiring entrepreneurs. And we look to shepherd in the next generation of entrepreneurs to run those businesses. So we really think of ourselves as a part of an ecosystem that we’re building to ensure that people who have toiled and labored and built something that’s meaningful get rewards for their hard work and and also play a role in ensuring that their legacy continues on by supporting the folks who are going to take over and see it into the next generation.

Stone Payton: Well, it sounds like a noble pursuit and good work if you can get it. But I gotta know, man, what is the backstory? How did you find yourself doing this kind of work for these kind of folks?

Brian Shields: Oh, man. Well, big picture. I went to Morehouse College, actually. So, you know, my cell phone is still a 404 number, and I got recruited into Wall Street from there, which is great. And I learned about this thing called private equity. And I was like, what is that? And I came to learn that it is, at its core, really about maximizing the value of an asset that you own, which was super cool. But then something about me for that felt like unfulfilled. And I realized what I really liked doing is actually having a hands on ownership and involvement in the day to day of the businesses that I work with, and so that sent me on a journey that ultimately put me in a position where, while I was at a venture backed company, I acquired 12 small businesses. They were property management businesses from people who wanted to retire, wanted to shift their lifestyle a bunch of different reasons. And I realized, hey, there are some great businesses out there, and B, we are, you know, in the early innings of a generation of people looking to retire, but not having people to hand off the business to. Whether that’s internally or their family. You know, a lot of people have built businesses to put their families through college or support them through the ups and downs. But, you know, now their kids are lawyers or doctors or software engineers and they don’t want to take over the, you know, accounting business or the, you know, like the stone cleaning business or whatever. And that’s where we come in.

Stone Payton: Well, if you’re up for it, I would love for you to walk us through kind of a use case. Of course, you know, you don’t. You may not want to share any names, but everything from identifying a good. I don’t even know what you call it. Target a good business to to acquire to to valuating that business to, you know, just the the whole process of making sure that you are buying what you think you’re buying because this is a whole new world for for me.

Brian Shields: Oh yeah. Oh yeah. I’m happy to jump into it. Well, so. So I spent like, almost two decades now, like, looking at businesses and stuff like this. So I’ll break it down for you. So there’s an here’s an example. There’s a business that was a software enabled business we were looking at recently. Um, the owner, super great guy, um, experienced some family tragedy a few years ago and from that suffered a lot of burnout and has started to step more and more away from the business. Uh, that tragedy unfortunately, put him in a position where he did not have a family succession plan anymore, but had a great business, um, a team that wasn’t really ready to sit in the ownership seat, but were great at their jobs and with the right guidance, could potentially grow into leadership. But they were looking for someone who understood how to modernize businesses, how to tweak them so that they could grow a little bit faster, and who could shepherd that talent to reach a little bit higher than where they were today. So we got connected and we started doing diligence. And so I would say first, like in just finding a business, a lot of it’s just talking, man. Like doing, having conversations like this, being in the market, I suggest to people all the time, if you are currently a CPA or you work in procurement at a large company you likely already have relationships with, like the vendors of those companies or in your industry to just start having conversations about what people’s succession plan is.

Brian Shields: And that’s the framing I like to use for myself. And I also suggest other people use, because it opens the conversation in a way that that feels approachable to the potential seller. Um, and then, you know, you got to do a whole bunch of things like look at is the industry the kind of industry you want to be in? Is this business type the kind that you want to own? So in that diligence packet, we usually look at the unit economics of the business or service. Right. Does this thing, once we sell the thing, do we make 50% margin? Do we make 20% margin? When I say margin, I mean profit. Do we make barely any profit, etc.. And like that’s one benchmark. We also look at the financials for the last few years just to understand the trends. And is this on the upswing. Is it on the downswing. Is it struggling. Is it stable. So we can pay the right price for the risk that we’re taking. And there’s a bunch of other like odds and ends that go into that. But ultimately we want to be able to look ourselves and our investors in the eye and say, we looked at this business.

Brian Shields: We think that it’s stable and we can keep it stable. We think that it’s needs a little bit of TLC, but we know how to get it there. We have the team in place and we’ve structured a deal that protects everybody involved, and we think the industry is one that’s going to be here for the next 20 years. So once we have all of those pieces in place, then you get down to having a conversation with the seller and say, hey, look like this is what we think that it’s worth, and we’d be willing to pay. What do you need? What’s important to you? How can we get creative, etc. and start really starting to find middle ground, right? That reach across the aisle kind of energy that helps you get to agreements and compromises that everybody’s happy with. And so, you know, we not every deal goes through. I would tell people that I think the statistic for most people who are like searching for a business to buy is they they acquire something like less than 5% of the businesses that they look at. So you have to have some comfort with with rejection and with failure because it’s all a process, right? But you only need one, you know, instead of it being YOLO. I tell people, yo know, you only need one.

Stone Payton: So I got to believe that given your experience, you’ve probably seen some patterns and, you know, have your your key list of I’ll call them red flags. Like, you know, if we see this, this and this, you know, we’re out. We’re not taking it any further. Is that accurate?

Brian Shields: Oh, yeah, man. I’ll tell you. So one big red flag is usually when people position their business as tech enabled. And, you know, we’ve talked to a couple of businesses that have tried to sell us on the fact that they are technology enabled when in reality. And as a derivative of that, that means that they want a valuation based on their revenue, not on their profits, which is a Silicon Valley metric. There’s a bunch of reasons why that exists. Um, but not every bit. Most businesses don’t qualify for that. But people try to get that right and listen like, if you can get it, fine. You’re not going to get it from me, stone, because I get it. I understand what creates a business that should be valued on RR. Most of them aren’t. So that’s one red flag. I would say. The other red flag, honestly, is we spend a lot of time talking to the sellers about why they built the business, the values that they run the business from. You know, I described our mission to you in, in a, in the context of values, right.

Brian Shields: Like not necessarily in the context of investment returns and stuff like that, because truly we’re motivated by our values. And when we talk to the seller, a lot of times we can suss out, you know. Excuse me. Excuse the abbreviated French, but like, if they’re an a hole or not. Um, and and like that that has downstream impacts on the team on how they feel, on how they deliver the service or the product to the customer, what they think is acceptable in terms of excellence and performance. And like you start to see all these little things that come out of how the founder and the owner operator holds certain values in their lives and how that imputes down to the company. So that’s like a big red flag. Like, we like to work with people that hold high standards for themselves and maybe don’t take themselves super seriously, but take the work and their obligations seriously. And you can tell in a conversation and like, you know, spending some time across the table from someone where they land on that side of the fence.

Stone Payton: So what are you finding at this point in your career? What are you finding the most rewarding. What’s the most fun about it for you these days?

Brian Shields: You know, I love the creativity of sitting across from somebody and hearing what’s important to them in their life, whether it’s they’re ready to retire and they want to have ongoing income, or they want a big cash payout now so they can make investments that set them up for success because they need to take care of elderly parents or, you know, some people are just ready to move on to the next thing because they’re burned out. And I have experience with burnout myself. So I respect that. And and being able to come up with creative solutions for that. Right. It’s just a ton of fun to get creative and just like, take out a blank sheet of paper and start sketching out stuff and be like, oh, I think this might work. And this will address what they want. But this also saves me from what I’m worried about and just kind of connecting dots. That’s a ton of fun. And outside of that, honestly, I just love the discussions, right? You get to learn about new industries, about new ways that people have built things and solved problems for people in those spaces. And there’s always something new to learn. And I think you said this to me on our pre-call. But, you know, it’s just nice to be a lifelong learner. There’s a lot of things that you don’t know and I don’t know. And I’m like, I just love learning more stuff. So it’s it’s a fun day to day.

Stone Payton: Say more, if you would, about your experience with burnout, because this really has shaped your character. It shaped your approach to to serving. Yeah. Say say more about that.

Brian Shields: Absolutely. So so I had acquired a business in 2019 and then sold it in 22. Um, had a really successful exit. Um, you know, sold ahead of schedule. Like, wasn’t intending to sell it. So I remember when we had when we closed. My daughter came up the stairs with this banner that she had made and little crayon, and it said congratulations. And I was like, cool, thanks. Just like that. Very flat. Like I didn’t have emotion. And she walked back downstairs, kind of disappointed. And I was like, what was that? What’s wrong with me? And so I started to recognize that I was so emotionally drained, having turned around the business. Uh, navigated it through Covid, ensured that we integrated with the acquirer. Well, that I was really, really, really, really exhausted to the point where not only were my decisions not as sharp, my attentiveness not as consistent, but also I didn’t have enough energetic and emotional capacity to deal with what was coming, which I didn’t, you know, obviously know this was happening. But we got pregnant with our second kid and my wife had a really hard pregnancy. So, you know, I’m holding down the house, the daughter making sure my wife is okay and she’s not sick. And then we moved into a new house and like, you know how that is when you move in, new stuff’s happening around where you live. And then the cherry on top was my father passed away that year. And so and I and I had this realization stone that I was the same age that he was when he had me. And I was about to have a son that year. And so I was like, man, if this is halfway like, I’m a terrible dad right now, I’m a terrible husband.

Brian Shields: I’m a terrible leader. And it’s all due to this stress. And so I had to take time off. And I took a year off. Didn’t intend for it to be a full year, but it ended up being that. And through that really kind of found my connection to the value of rest and recovery and recharge and have started to look at it differently because the first part of my career was all just like full speed ahead, power through the work, keep grinding, and at some point, mostly in line with the change in responsibility, being in charge, being an owner, I had to come to appreciate, and it took me a while to appreciate this, that you really do have to approach things differently. It’s not all about the grind. It’s about like the mental capacity and the quality of decision making and the energetic reserve that you have to recognize trends and issues ahead of time without having to grind at it. And so I’ve taken a different approach to how I work now, which has been really, really fabulous. It’s unlocked a huge amount of productivity for me. And yeah, I’m sensitive to all those business owners out there who have, you know, buried themselves to make sure that the business is working, to make sure that their employees are taken care of and their livelihoods are protected, and that their customers and clients are getting the promise of what they asked for. But you know that that crown weighs really heavy on you. And so I’m just here to say, I see you and I hear you and I feel you.

Stone Payton: I know in our business, but my business partner, Lee Kantor and I, we own the Business RadioX network and we’ve had some success. But in our business, there are at least a handful. I’ll just call them myths, but preconceived notions, just fundamental assumptions that are really largely off the mark, at least in our experience, in terms of the best ways to truly leverage this platform to help people and make money. I got to believe there’s probably at least a handful of myths or misconceptions or just some misinformation out there about buying and selling businesses. Is that accurate?

Brian Shields: Oh man, there’s so many. The first one I would say that’s probably like well-trafficked in the interwebs is you can buy a business for no money down and listen. I mean, that is technically possible, but it is factually inaccurate as an example. Typically, how that works is you have some other assets to leverage to get you cash to use as a down payment and then get more debt on the business asset you’re buying. So then in total you’re effectively buying with all debt. So one of my buddies bought a business recently. He refinanced his house, took the equity that he’d built up, used that as a down payment, then got an SBA loan for the remaining 90%. So his business was 100% financed by debt. And, you know, you have to personally guarantee the SBA, SBA loan. And obviously your mortgage is backed by your house, so he’s in effect bet the house on this business. So I would say like, don’t fool yourself into thinking that it’s just like a risk free, no money down, like free and clear opportunity like there is a lot of risk tied into that. And that is a very difficult thing to pull off. So I’d say that’s number one. And number two. Listen, man, the grass isn’t always greener. Uh, a lot of people who come to me are employed at a corporation and have a nice, steady paycheck and benefits and an assistant who will, you know, call to schedule doctor’s appointments for them, and then they’ll say, oh, man, you know, I’m just tired of this bureaucracy.

Brian Shields: And I want to I think I want to go do my own thing. I want to go run my own business. And I’ll say to them, hey, if you water your own grass, that grass will be just as green as the grass on this side of the fence, because it’s hard being an owner man, I know you can speak to this like you are responsible for everything, whether it’s the, uh, the the Comcast account that sets up your internet and making sure that that’s good to go to the contracts that go out to your clients to protect you and them from each other. It’s all on you, man. And so understanding that it’s like being a parent, like you don’t really understand it until you’re in the seat and then you’re like, oh, this is this is different. Like every all the books I’ve read, all the stories I heard, that was just tip of the iceberg stuff. But, you know, for those of you who it does fit for, I welcome you with open arms because it is a it is a unique fraternity to enter into. And, you know, really only other entrepreneurs understand what entrepreneurs go through.

Stone Payton: Okay, let’s talk about me for a minute. It’s my show. Oh, so no, I mentioned Lee Kantor. He’s my business partner. We’ve been at this a while. You know, we’ve been in this business for a little over 20 years. We’re not there yet, but we want to carefully plan our exit. And there I’m operating under the impression that there are some things we should be doing now, even if we’re five, ten years out to get ready. And I suspect that there are things that someone that wants to acquire the kind of business that we have, they need to think through. Okay, what’s the best way to work with, you know, a couple of guys like that that spent their, you know, much of their career building this baby. So yeah, any counsel you have on either side of that equation would be great, man.

Brian Shields: Oh, yeah. So I’ve looked at enough media businesses to have a perspective. So don’t hold this as gospel, but just hold it as like, you know, like a parable. Yeah. So I think the number one thing for businesses in your space is to just demonstrate a real strength of consistency of audience, right. And that might mean having a few shows that monetize like a certain demographic consistently. So we always get, you know, X amount of people from this demographic across these shows. Right. Um, and or your ability to have a like, own a topic That is presented to different audiences in ways that capture the diversity of those audiences. So I think an example would be, um, uh, The Ringer Network, right? Like, I’m a huge basketball fan. Mhm. Uh, and so Bill Simmons approach was kind of like, hey, number one, traditional media is dying. People are moving into their cars and want something to ride along with them. That’s like sports radio, but more customizable, more intimate. So he got off ESPN, built, uh, a podcast network, right. And was able to consistently capture the attention of, you know, male adults between the age of, let’s call it like 25 to 50 and get a demonstrably, demonstrably, demonstrably consistent, uh, amount of time from them. Right. Like they, on average listened to 60 minutes of our podcast a week, a day, whatever, because that then communicates to a buyer that there is consistency in an asset and you have a market that you own.

Brian Shields: Right. And so that that makes it acquirable. Right. I can step into your shoes. And I know that if I believe in this market and its growth or its, you know, value because these people love to spend money on, uh, you know, buck knives and coffee and basketball shorts and whatever, then I can take that audience and market it to all the different advertisers that, you know, we can we can generate revenue from. And I can add in additional shows, additional experiences. So capturing that audience and then having consistent metrics that are clear, number one thing for you. Number two thing is just consistent financials man. Like like just demonstrate that this is a financially viable business. Right. Uh, and like you’re off to the races. So I think I would look at those two things as like steps for you first, which I suspect you’re already doing. And then the last thing, honestly, Stone, would be to start networking. Like, I can’t tell you how useful visibility is to the people who could potentially acquire your business, right? Like if you were to just have friends at Sirius, at Spotify, at Yahoo, at other places that I probably can’t think of off the top of my head and just like, be in relationship with them, play golf, ride bikes, you know, whatever.

Brian Shields: Have a poker game. But just keep that, keep top of mind. I will tell you as they will watch your ascent. Right? And I think the best deals are built out of watching a trend line. Right. Like not making a bet at a point in time, but saying, hey, I’ve seen you over time and a stone and Lee and Lee are good people. Um, so they they like to my values point. They’re not going to they didn’t build, like, a house of cards. So cool. Then second, I’ve seen them grow and I’ve seen them consistently own and capture this audience. So there’s something there and oh, they’re ready to retire. Mm. Well, you know, we could be interested in that or. Hey, we’re Spotify. We’re looking to get into that market specifically. We’d love to own some content and some audience there. Bring them in. And I thought of you first, Stone, because, you know, you know, we’ve been playing golf for the last three years. So so I think those three things combined will help position you to be in a good spot when.

Stone Payton: You’re on the acquiring side of things, how important is it or is it important at all really to try to keep, um, I guess some anchors in place, like keep some of the, the key cultural dynamics the same, and surely you’re going to come in and make changes and improve the business if you can. I mean, is that an important factor or just that’s just a case by case thing?

Brian Shields: Hugely. So one of the number one questions I get and things that I hear sellers care about is I want to take care of my team. Right. And it’s tough, man. It is so hard because I am not you. Right. So there’s just going to be a basic difference between you and me being in charge, just from a vibes perspective. Um, and then if I am, say, a private equity firm with institutional investors and a ten year fund life, or a search funder who has a ten year fund life, I’m going to manage the business and create a culture of accountability that is different than someone who has a little bit of patience, a little bit of flexibility, who understands some of the cultural dynamics that are going on in the business. Right. And so that just creates discomfort in different ways for the team. And so yeah, man, like it is as an acquirer, it’s important to preserve that insomuch as it allows me to accomplish the financial goals that I’m setting out with this investment. And so yeah, things can change. Right. Like if you I don’t know, like let’s say you gave everybody free coffee and lunch every day. And if we get into a position where, hey man, that’s cool. But that is a not the same as what other radio networks do and be costing us a ton of money. And we need that for debt service, because I bought this business with a lot of debt, then that’s going to change. And then you can imagine what that does to the morale, right? That shifts things. Or on the other side. I’ll give you an example from my last business. I brought in a project management system so that I could understand what people were working on.

Brian Shields: And when I got a call from a client, I wouldn’t be like, oh, I don’t know. I got to get back to you in like two hours. I could answer their questions right then. And people struggled with that because it was very quickly evident that there were some people who were knocking their work out of the park. Right. Like if you ask them to do ten things, they got 7 to 9 things done by the end of the week. But then there were some people who came in and were like, you asked me to do ten things, and I got to two of them and then the rest I forgot about. But now you can see that I was BSing, and you’re holding me accountable to that. And that then creates like this environment where people were feeling like, oh, I could kind of get away with stuff. And then they start freaking out about that. And like, it can create some temporary discomfort. But it’s kind of like the positive discomfort that you want. So so it can go a lot of different ways, man. And I will tell you personally, the reason we ask about values up front is because we want to ensure that there is as much alignment as possible, like, I’m going to hold all of my teams to a high standard of excellence, but I’m also like a super cool dude. Like I’m just chill, man. Like, I would love to just hang out, like, do stuff that’s fun, like create culture so that people want to work there. Because I do fundamentally believe that happy teams produce better than teams that feel on edge.

Stone Payton: So what’s next for you, man? Anything in particular on the horizon over the next? I don’t know, 6 to 18 months?

Brian Shields: Well, we expect to have a first close for this fund. So, you know, happy to have conversations about that. Um, and we expect to close on a business acquisition in the next six months for sure. We have an offer out on one right now and you know, fingers crossed everybody send up some prayers for us. We’ll hopefully get that done. Um, outside of that, man, you know, we’re just trying to enjoy life with two kids and a wife and, you know, all the crazy stuff that that God puts in my path.

Stone Payton: Okay. What’s the best way for our listeners to tap into your work, connect with you, maybe, uh, have a conversation with you or someone on your team, learn more about this arena, whatever you feel like is appropriate. But let’s let’s make it easy to for for them to come into your circle, if it makes sense.

Brian Shields: Absolutely. Um, you can find all of my stuff and bio on my website. It’s Brian Lee shields l e e e um. Com Brian Lee shields. Com. And then, um, you know, there will be a bunch of podcasts and stuff there. I’ll put this, uh, this, this conversation on there as well, so you can kind of get to know me that way. And then if you want to chat, man, just find me on LinkedIn. I’m super active on LinkedIn. Brian Lee shields on there. Just DM me. Happy to chat if it makes sense. We’ll get on the phone. Like I try to be as available as possible. You know, I don’t have infinite time, but I make time for conversations.

Stone Payton: Well, Brian, it has been an absolute delight having you on the broadcast this afternoon. Thank you for the insight, the perspective, the enthusiasm. You’ve got my wheels turning. I can’t wait to tell Lee that that we had this conversation on air. Man, you are doing really important work, meaningful work. And we we sure appreciate you.

Brian Shields: The pleasure’s been mine, stone. Keep up the good work. And I and I look forward to chatting again soon.

Stone Payton: Oh my pleasure. All right, until next time. This is Stone Payton for our guest today, Brian Shields with Handoff Partners and everyone here at the Business RadioX family saying, we’ll see you again on Buy a Business Near Me.

 

Unlocking Local Success: Community-Centered Marketing and Growth with Globafly

August 22, 2024 by angishields

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Women in Motion
Unlocking Local Success: Community-Centered Marketing and Growth with Globafly
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On today’s Women in Motion, Lee Kantor interviews Mariya Palanjian, CEO of Globafly, a marketing and advertising agency. Mariya shares her journey as a serial entrepreneur and discusses her innovative “city takeovers” strategy, which focuses on targeted, city-level marketing campaigns. She emphasizes the importance of understanding local markets and leveraging technology to make advertising accessible for businesses of all sizes. The conversation also covers the significance of government contracts, the impact of the pandemic on industries, and Mariya’s commitment to helping smaller businesses grow through training and education in marketing.

Mariya-PalanjianMariya Palanjian is a serial entrepreneur with extensive expertise in city-takeover marketing and tech startups, bringing together a proprietary process that harnesses community-centered + 360° Tech marketing campaigns.

She owns two companies: Globafly, a city-takeover marketing agency that serves a diverse clientele including Fortune 500 companies such as The New York Times, Mercedes-Benz, Infiniti, and Next (recognized by Forbes as a Billion-dollar company), and works with tech startups like LegalZoom, ZipRecruiter, and Boll and Branch, as well as government entities and socially impactful programs including the National Job Corps Association and the Department of Labor.

Her second company, Romaleaf, is a health and wellness brand with a flagship store in Studio City, dedicated to adding relief to millions of people’s routines. Roma Leaf has been featured in national outlets including GQ, Vogue, Vanity Fair, Spectrum1, Good Day LA/Fox11, and others.

Mariya also hosts “Startup to Success,” a radio/podcast show based in Los Angeles, where she dives into her entrepreneurial journey and gathers insights from some of today’s most influential figures.

An MBA graduate from Woodbury University, Mariya is a fervent advocate for women’s empowerment and entrepreneurship. She serves on the Board of Directors for The Origin Fund and Woodbury’s Alumni Advisory Council. Her dedication has been recognized with the Devoted Alumna Award from Woodbury and the Impact Award from the SBA. Mariya was also nominated for the LA Times Inspiration Women Award.

When she’s not taking over cities for her clients, you can find Mariya at the beach with her husband and three children, or inspiring women to become entrepreneurs.

Connect with Maria on LinkedIn.

Music Provided by M PATH MUSIC

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX Studios, it’s time for Women In Motion. Brought to you by WBEC-West. Join forces. Succeed together. Now, here’s your host.

Lee Kantor: Lee Kantor here, another episode of Women In Motion and this is going to be a good one. But before we get started, it’s important to recognize our sponsor, WBEC-West. Without them, we couldn’t be sharing these important stories. Today on Women In Motion, we have Mariya, with a Y, and she is the CEO of Globafly. Welcome.

Mariya Palanjian: Hello. Hello. Thank you so much for the warm welcome.

Lee Kantor: Well, I am so excited to get to know you and your business. Tell us a little bit about Globafly. How are you serving folks?

Mariya Palanjian: Oh, God. Well, I want to give you a little bit of a backstory on Globafly, because every time people ask me about how I got into advertising, it’s I love sharing the why behind things. And it kind of goes with Mariya with a Y, because everything I do has to have a why.

Mariya Palanjian: And so, I’ve been a serial entrepreneur for many years, since grad school actually. And when I started my startups, a lot of them were online back from 2002, I realized that I was really good at marketing and sales. And one of my companies, that was a shoe company, I ended up getting VCs invested in it. And the VCs pulled me aside and said, “How do you sell $3,000 shoes online?” And I basically, I gave them a few pointers, but then as a joke, I said, “You have to pay me to get the rest of the secrets.” And that’s how I got into advertising.

Mariya Palanjian: And so, to sum it up, what we do is we do city takeovers and we utilize multi-channel approach and community, very community-centered. But it’s a combination of traditional channels as well as emerging channels, like podcast, audio streaming, programmatic ads. And as an entrepreneur, as a serial entrepreneur, it’s very important for me to really help shine a light on some of these amazing brands that are out there providing great products and services.

Mariya Palanjian: So, in a sense, I feel like I’m continuing to be a serial entrepreneur through the journey of helping our clients grow continuously because they are all in different sectors. We’ve got the government sector, we’ve got smaller startups that are in the beauty industry and much, much more.

Lee Kantor: Now, you used the term city takeover, can you talk about what that means and what it’s like when you do a city takeover?

Mariya Palanjian: Yeah. And actually the idea came to me when I was working at New York Times, spearheading the Influencer Marketing Department. I was a director of an execution team. And a lot of the brands back then were coming in, and I’m talking about Louis Vuitton and Cartier and Royal Caribbean, huge brands that would just spend so much money on influencers. And a lot of the times, the complaints were we don’t know what’s happening with our ad dollars, you know, we’re spending all this money on influencers.

Mariya Palanjian: And so, the idea came to me because I was trying to solve that problem of trying to understand what is happening to our clients’ money. Are they seeing results? And I suggested to run the campaign at a city level rather than a national campaign. And what we did is we ran a campaign that was targeting four or five cities, approximately. And we ended up looking at the data analytics, trying to see how the campaign impacted sales.

Mariya Palanjian: And when you’re talking about a big brand like Cartier, it’s extremely hard to tell how the campaign impacted. But when you’re looking at the city level, you’re able to see it. And so, really, the concept came from working with larger brands and trying to help them understand what’s happening. And I sort of took that approach, and I fell in love with the idea of really understanding each city that we’re going in.

Mariya Palanjian: And it’s not just about, you know, understanding the data and looking at analytics and saying, “Oh. We tested in Los Angeles, did a campaign in LA, and now our sales grew 10 percent. That means our ads are working.” It’s not just that. It’s really connecting with the community, making sure that the ads are relevant to the people that we are talking to in that specific community.

Mariya Palanjian: And sometimes, like, for example, Los Angeles, where I’m from, LA has subcommunities. So, when a client comes and tells me, “Oh. I want to market to everyone in Los Angeles.” I’m like, “Wait. Wait, wait, wait. There are so many subcommunities in Los Angeles and you can’t take that same creative approach and try to go after all of them.” And so, that’s where we come in, where we’re very sensitive to different, diverse communities, and we make sure that the creative content resonates with the audience that we’re trying to reach.

Mariya Palanjian: And a good example of that would be, you know, if we’re trying to, let’s say, reach the Middle Eastern community in Los Angeles, well, we first partner with Middle Eastern influencers. And the influencers aren’t necessarily only influencers on social media. They could be radio hosts. They could be T.V. personalities. They could be moms and pops. It all depends on who we’re trying to reach. And then, we have these people act like the ambassadors of the brand. They create the content. And then, that’s where we come in, helping the brands connect with these influential people in these diverse communities.

Mariya Palanjian: And then, once the content is created by these individuals, then we amplify the content through traditional media, like billboards as well as digital billboards, and then streaming and audio, and so on. So, it’s a very community-centered but also 360 tech-driven approach.

Lee Kantor: And then, how long does the takeover last? Is it something that once you go to a market, then you’re there permanently? Or is it like a —

Mariya Palanjian: It all depends. It all depends on our clients’ budgets. We have clients that are doing it ongoing and they’re literally running national campaigns in different cities. We started with a few cities, tested the model, and then realized what works, which channels work for them, and then just duplicated that model across many different cities.

Mariya Palanjian: But, generally, when the client comes to us with, let’s say, $100,000, we won’t take that money and spread it all over the nation. You know, we’ll just focus on the top few cities that they are interested in growing and then come up with a strategy, partner them with the right influential people, and then start the campaign. And, again, it all depends on what the goal of the campaign is, and are we trying to get customers for them, or is it just brand awareness. And then, depending on that, the money can go as far as it can based on the goal, the KPI of the campaign.

Lee Kantor: And do you work primarily with B2C brands or B2B or government or non-profits? Is there a niche that you’re in?

Mariya Palanjian: Great question. So, I started in the tech space initially, LegalZoom ZipRecruiter, MeUndies, Blue Apron, Boll & Branch. Those were really the tech companies that we became really, really good at helping them scale and grow really rapidly using a lot of the traditional as well as emerging channels, like the podcast, and radio, and audio space. But then after that, we started – not after. While we were growing in the tech space, we started taking on more auto brands.

Mariya Palanjian: And then, when the pandemic happened, I decided to utilize our buying power and help some of the amazing government programs that are out there. And that’s when I became actually WBEC certified to be able to take on federal contracts and be able to assist government entities, like Department of Labor to promote their amazing programs that they have out there, whether it’s for youth or underserved communities, and so on.

Mariya Palanjian: So, I would say we have a really good diverse client base. It kind of goes across the tech space, all the way from tech to the government sector, corporations, as well as Fortune 500 and 100 hundred companies. But in terms of specific industries, we’re really good at pretty much anybody who’s trying to reach direct to consumer, is trying to promote a product or a service direct to consumer.

Mariya Palanjian: B2B, we’ve obviously helped B2B as well. I would say LegalZoom and ZipRecruiter are the best two examples that, you know, we’ve seen a lot of success. And it’s utilizing radio shows, for example, that we know small businesses are listening to and promoting business related products and services to them. So, I would say probably both leaning more towards B2C, but we are pretty good at helping B2B companies as well.

Lee Kantor: Now, a lot of the listeners of this show are business owners, and you are an expert in marketing and advertising, any advice for them when it comes to marketing and advertising in order to get the most bang for their buck? Like, what advice would you give an entrepreneur listening on how to leverage marketing and advertising in their business?

Mariya Palanjian: That’s a great question. So, recently I was part of a webinar where, actually, a woman-owned business owner asked if she could do a billboard advertising. And the host who was promoting or teaching them about marketing said, no, billboards are so expensive. And here I am listening to the webinar and I’m just like, no, they’re not. Please don’t give up on the idea.

Mariya Palanjian: And so, the reason why I’m bringing this example is I want the listeners to know that technology has given us the ability to be able to buy anything and everything that we want that 10, 20 years ago wasn’t possible for small businesses to touch. You know, like, for example, if you want to have T.V. ads, T.V. ads ten years ago were so expensive only the large corporations could do. But nowadays, a small brand that has $2,000 can have a T.V. ad because of the way things are available now, there’s programmatic buys, there’s programmatic audio buys, where, you know, if you want to partner with a radio station, there are ways to buy it inexpensively and test out that channel.

Mariya Palanjian: So, the advice I have is don’t just assume and say, “Oh. This channel could be too expensive for me to try” or “I’m not there yet. I can’t afford this.” Technology has changed so much to the point where you can be on a billboard for $500 a month. And, yes, I’m going to repeat that, you can be on a big digital billboard for $500 a month, and these are $18,000, $20,000 billboards, but you can get in for $500 a month. What you do is you buy a few hour time slots per day versus paying for 24 hours. So, that’s one example of how everything that is out there can be so possible and attainable for any business at any size.

Mariya Palanjian: So, I would encourage them to maybe just simply reach out to me and I can give them the advice and tell them where they could go to purchase some of these channels and be able to test, because there are a lot of technical technologies out there that are making it available for anybody to do it themselves too. You don’t need an ad agency necessarily to buy these media channels for them.

Lee Kantor: Now, who is your ideal client? Do you work with the cities to attract more brands to the city? Or do you get the brand first and say what city do you want to go to?

Mariya Palanjian: Another great question. So, ideally, it’s the brands that are trying to grow in a particular city will come to us and say here’s what we need. And a lot of times, you know, being a serial entrepreneur and having so many startups of my own, I’ll look at their budget. And a lot of times, I might say, “Listen, this is something you can do in-house. Let us train you and teach you how to do it in-house. This will be more cost effective.” A lot of times, you know, if they don’t have the bandwidth or they do want us to provide that service for them, we’ll go ahead and execute it for them.

Mariya Palanjian: But, generally, brands will come to us and say, “These are the top cities we want to be in. Help us get in and acquire new customers.” Like I said, you know, we provide two different services. It’s either training your in-house team on how to do this yourself, which can be very affordable, because there is no minimum budgets that you have to abide by. And you could just simply start and add campaigns as you go or you could just hire us to help you with strategy as well as the execution piece, the advertising campaign.

Lee Kantor: Now, why was it important for you to become part of the WBEC-West community? You mentioned you were kind of hoping, I would imagine, to leverage to get access to government contracts, but was that kind of the reason at first and maybe it’s expanded since then?

Mariya Palanjian: Yes. Yes. That has been the reason from the beginning, to be honest with you. I love helping the tech industry. I really do. But obviously the pandemic impacted a lot of industries, not just the tech, but the auto industry as well. And I just felt like I wanted to do something that was a little bit more impactful and really helping my community.

Mariya Palanjian: And when I started researching all these different government programs, I realized that they’re still so old fashioned in the way that they communicate to the public and share the programs that are out there, especially specifically the ones that are targeted towards youth. And I decided that I want to use my buying powers and help some of these programs. And as I was researching, I realized that, you know, I need certain certifications to qualify for the federal contracts.

Mariya Palanjian: And, honestly, I’m so thankful for WBEC-West specifically because, I want to say, two months after I got my certification, I ended up getting my first contract with the Department of Labor. And then, in the last three-and-a-half years from that one contract, I went on to 23 different contracts now. And so, I’m very thankful for the certification.

Mariya Palanjian: And now I’m going above and beyond where now I’m looking into more corporate accounts or clients that I can potentially go in and help the team get trained, if needed, or just sort of expand a little bit more. But mainly I would say, my WBEC certification was and has been helpful for the government sector for me specifically.

Lee Kantor: So, what do you need more of right now for Globafly and your growth kind of trajectory, and how can we help you?

Mariya Palanjian: Oh, thank you. No one ever asks me that question, I love it. I would love to be able to help and train a lot of the smaller businesses and show them the way that they can really grow their brands effectively and use a lot of these emerging channels that are out there.

Mariya Palanjian: I love teaching and training. I’m one of those people where instead of upselling, I tend to down sell. You know, if a client comes and they’re like I want to do this. I’m like, “Wait, wait, wait. Don’t waste all your money on this. Let’s do this first and make sure that it’s generating ROI before we jump onto the next one.” And I think it’s probably because I’ve had my own startups where I had to be bootstrapped and just my heart gets so soft towards women, especially women entrepreneurs.

Mariya Palanjian: And so, I would say, I just would love the opportunity to train and teach others on how to develop a really solid marketing team internally, because with AI and everything else that’s available to us, there’s no reason why every company should not have a really solid marketing team or department in-house. So, my hope is to do that, to teach and train for everybody out there to be able to have advanced marketing strategies and campaigns and grow, be able to promote and grow. Because without marketing you cannot grow. You have to create awareness about your product or service in order to grow. And sales is the key for any business to succeed.

Lee Kantor: So, if somebody wants to learn more about Globafly or connect with you, what is the website? What is the best way to connect with you?

Mariya Palanjian: Just reach out to me through Globafly, globafly.com or mariya@globafly.com, or they can just follow me on Instagram and connect me through Instagram, @mariya.with.a.y.

Lee Kantor: And the website is G-L-O-B-A-F-LY.com.

Mariya Palanjian: Correct.

Lee Kantor: Well, Mariya with a Y, thank you so much for sharing your story today. You’re doing such important work and we appreciate you.

Mariya Palanjian: Thank you so much. I appreciate the work that you do, too, shining a light on all these amazing women out there. Thank you so much.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Women In Motion.

 

Tagged With: Globafly

BRX Pro Tip: Take the High Road

August 22, 2024 by angishields

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BRX Pro Tips
BRX Pro Tip: Take the High Road
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BRX Pro Tip: Take the High Road

Stone Payton : And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, at this point in my career I have quite a few, I’ll call them, operating disciplines, working disciplines, many of them born from your vision and strategic direction. But they’re important all the time. But they’re particularly important when things get a little sticky or hairy or tough. Speak to that a little bit.

Lee Kantor: Yeah, I don’t remember who said it, but it happened on one of the shows that we were doing many years ago, and I don’t know if they invented it, but it always stuck with me. They said, “Take the high road; there’s less traffic.” And that really resonated with me.

Lee Kantor: And two reasons I think why it’s better to take the high road. Number one is this enhances your reputation. When you’re consistently taking the high road, you will positively impact how others perceive you. You’re demonstrating reliability, integrity, and professionalism. So that’s number one reason to take the high road.

Lee Kantor: Number two is it’s going to build positive relationships over time. When you respond to conflict and challenges with grace, you’re showing and demonstrating maturity and empathy, which is going to strengthen the relationships with the people who matter most to you.

Lee Kantor: So those are two examples of why I believe taking the high road is the only road to drive on.

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