Clover: Conversations with Women in Leadership on Visibility, Authority & Owning the Room

This episode marks ONE YEAR of the Small Business, Big Mindset podcast. We are so incredibly grateful to all of those that have tuned in - thousands of downloads later this show is still going strong!

We have just scratched the surface of valuable trainings and incredible guests and we are beyond excited of what's to come as we continue to bring you the best of the best to move your business forward.

As promised, this week we are going behind-the-scenes yet again (check out episode 51 where I take you behind-the-scenes to share my content process for the podcast). This time, my partner in crime Joey joins us to go over the exact process we use to produce the podcast, including all the hardware and software.

Discussion Highlights:

• Tools of the trade: hardware and software
• On the cheap: free or lower-priced options to consider
• The COVID shuffle: how we had to shift our podcast vision
• Lessons we learned along the way
• Mastering an episode
• Our production process

Software

• Pro Tools
• Zoom
• Landr
• Microsoft Teams
• Buzzsprout
• Waves Audio Plugins

Hardware

• Neumann U87 Ai Large-diaphragm Condenser Microphone (we built one using a DIY clone kit from micparts.com)
• Neat Microphones King Bee Large-diaphragm Condenser Microphone (comes with a built-in pop filter)
• Acoustic Treatment - DIY acoustic panels. Grab our DIY guide here
• Microphone Isolation Shield
• Focusrite Saffire Pro 40 FireWire Interface

We are coming up on ONE YEAR of our Small Business, Big Mindset podcast launch! As such, we're producing exclusive 'insider's look' episodes leading up to that one year anniversary all about how we create our podcast...including lesson's learned (there have been a few haha) and how we've fine-tuned our processes to create a well-oiled machine of entrepreneurial goodness.

This week I dive into the nuts and bolts of my content process. I go over:

• topic selection and talking points for both our guest and non-guest episodes
• how I review and select my guests
• the exact process I have created from guest research to booking
• the four points of guest outreach that make this a turnkey operation
• the critical responsibility of all successful podcast hosts

Where do I start with this one? Andrew Rincon is owner of CraigO's in Lakeway, currently one of the four independently owned locations in the Austin area. I was told of his heart and solid character and that we had to have him on the show! Our discussion reiterated what others had told me - heart of gold, this one. We discussed so much that is so valuable for fellow business owners to hear - Andrew is incredibly transparent.

Not sure if you've seen the news (or experienced it first-hand), but Texas was hit with historic snowfall, ice, and sub-zero temperatures in mid February. For a state that essentially never sees such weather, most were ill-prepared. Hundreds of thousands were without power, others were without water - some were without both…for DAYS. We discuss how Andrew, his team, and friends stepped up to serve the community during this time.

Discussion Highlights: 

The Start

• Started in the restaurant business in 2006 at CraigO's
• Made the move to owning an insurance agency
• School, west Texas
• The restaurant business kept calling!

 The Shift

• He answered the call!
• Bought the CraigO's Lakeway location in 2018
• Over three years grew the business exponentially (we're talking consistent double-digit growth year over year)
• Successfully navigated a global pandemic and a snowstorm that shut down the city

The Strategy

• Implemented out-of-the-box ideas to thrive in the face of COVID-19 restrictions
• Shifted a business model mid-pandemic
• Discovered the foundation required to thrive in the midst of catastrophic challenges
• Adopted new tools such as Popmenu

The Action

• Steps to streamline a franchise for increased efficiency and productivity
• Implemented best operational practices for a growing brand and business
• The tweak to their marketing strategy that changed everything
• The power of the email list 

The Mindset

• Really unplug when not at work. And take off your Apple Watch!
• Take time to recharge
• Cook for loved ones
• Meet-up with local business owners

The Wrap-Up

If you could listen to one music artist for the rest of your life, who would it be? Turnpike Troubadours

Where can people find you online?

• Website
• Facebook
• Instagram

My guests this week are not only inspiring, empowering business owners, but also my neighbors here in our Austin neighborhood! Amy Arnold and Jessica Stanley are the founders of Card My Yard. Chances are, if you've seen those fun letters in someone's yard celebrating an event, it was from Card My Yard. The two started the company in 2014, shifted to a franchise model and built their custom website in 2017, and saw exponential growth in 2020 in spite of a global pandemic.

The company now has over 365 franchise owners with over 90% of those from female entrepreneurs. In 2020 alone, Card My Yard booked over 150K orders, almost 3k greetings per week company-wide. In the first nine months of 2020, average revenue per location increased to $52,831 - up from an average of $18,788 in 2019.

To say this female-founded yet family-owned company is on a strong trajectory of success spurred on by a mission to serve is an understatement.  In addition to supporting their franchise families and customers across the country, Card My Yard Cares (CMYC) is an extension of the brand that carries their mission even further of supporting those in need. Organizations such as Breast Cancer Research Foundation, Pop-Up Birthday, and Jail to Jobs are just some partners that CMYC has donated time and funds out of ongoing support.

The Start

• Met at a Bible study, two moms wanting schedule flexibility and a way to contribute financially to their families
• Came up with Card My Yard as a way to celebrate kids and support their local community
• Came up with logistics in their living room, bought their first letters

The Shift

• Started adding additional locations
• Shifted to empower other business owners to go out and do what they did and provide for their families
• Stepped back to look at how to move forward, transitioned all locations into franchise owners and it caught fire

 The Strategy

• During quarantine, many have been furloughed or laid off and have been able to use Card My Yard as more than what it was intended for
• Over 90% of Card My Yard franchisees are female entrepreneurs
• Able to really bless their families and fill in those gaps where it's been needed

The Action

• Took a leap of faith in hiring full time employees
• Huge change for us in the business over the last year.
• Hiring infrastructure and hiring people has allowed true scaling in a sustainable way
• Took counsel from advisors and other fellow business owners to be willing to share what they know about running a business.
• Been willing to take some risk, step out on faith 

The Mindset

• By the end of 2021, plan is to have over 500 franchise locations across the country
• Technology - continue to reinvest in that and equip franchise owners with new tools
• New product rollouts beyond happy birthday/say anything signs
• Keeping it fresh and exciting for franchise owners and repeat customers
• Support growth of franchise owners, hiring internally, create new resources, continue to improve infrastructure to support continued growth 

The Wrap-Up

 If you could listen to one music artist for the rest of your life, who would it be?

George Strait  

Luke Combs

Where can people find you online?

• Website
• Facebook
• Instagram

Back in my late 90s/early 2000s start-up days - the 'real' dotcom start-up days that can never be recreated (and that's prob a good thing haha) - it was almost like a badge of honor to burn out.

If you weren't burned out, if you didn't spend the night in the office, if you didn't eat, sleep, breathe, your next project or product launch...were you even a true dotcommer?

It was like a rite of passage to regale stories of how your last website launch almost killed you. It was just an understanding - your personal life was secondary. Your health was relegated to whatever you could find in a bottle (medicinal or otherwise).

Today, things have changed. I can't see how things could have kept going down the path that they were - it wasn't sustainable.

While there are still some industries that probably work their people to the ground, most seem to be behind the #selfcare movement.

In each of our podcast episodes I ask every entrepreneur, 'With everything you are juggling between business and personal life, what fuels you? What practices do you incorporate in your regular routine to keep going and avoid burn out?'

I did a training for our private Facebook group a few months ago on this very topic, sharing some of the answers given by these successful entrepreneurs. We're featuring the audio version here as our latest podcast episode.

I feel it's that important - if we are all going to carry on and build strong, sustainable businesses to serve the solution we set out to serve...we MUST take care of ourselves. And not just once in awhile, we've gotta do things that consistently refuel us.

What do you do to refuel? Send me a note at [email protected] and let me know.

For the full video training, head over to our Facebook group, 'Start and Scale an Online Business'.

 From an abusive home in a Communist country to a keynote speaker and author, our guest this week took even herself by surprise. Csilla Muscan is an international speaker, author, and founder of Magnify Your Message Training Programs. Inspired by her challenging up bringing and encouragement from others, Csilla embarked on a career path that first terrified her, but now brings her peace. She dedicates her time to helping passionate women with a powerful message find their unique voice and share their story…unashamed and unapologetically.

The Start

• Native Hungarian born in Romania
• Grew up in a Communist country where using your own voice and thinking for yourself was "not a thing"
• Highly abusive upbringing, felt her voice didn't matter
• Grew up in a musical home and was encouraged to sing
• Auditioned for a music group and toured Europe and the U.S. 

The Shift

• As small portions of her story came out, people wanted to hear more
• Developed the ability to step onstage and speak
• Grew passionate about helping women to own their voice, their stories, their message and confidently take it to the stage 

The Strategy

• Enrolled in John Maxwell's certification program
• At first, accepted all speaking opportunities then honed audience
• All speaking and singing opportunities came to a halt due to COVID
• Her online audience grew and she began listening to the questions they were asking like, 'how are you so clear in your message?' and 'how do I prepare a presentation?' and "how are you so natural on camera?"

The Action

• Created an online training program and community in direct response to her online audience, '90 Day Speaker's Accelerator'
• When getting clear on your message, ask yourself three things, "what's my passion?'  "what do you have expertise/experience in?" "what is the market searching for?'
• Have a mentor or coach that is a few steps ahead of you (not so far ahead that they've forgotten how they handled it when they were where you are)
• Make a list of 100 people to connect with - interact with them, serve, grow that relationship
• Ask for opportunities
• Ask for feedback
• Start before you're ready

The Mindset

• Strong morning routine
• Wake up at 5AM, journal/write goals, read Bible, read book - currently Traffic Secrets by Russell Brunson
• Exercise
• Plan out day
• Goals and Vision 
  • Narrowing focus for 2021 
  • Launching '90 Day Speaker's Accelerator'  

The Wrap-Up

If you could listen to one music artist for the rest of your life, who would it be? Whitney Houston 

Where can people find you online? Magnify Your Message Website  

This week's guest is General Manager of CrossFit 2222 in Austin, TX, Keoni Subiono. Born and raised in Hawaii, Keoni founded and built CrossFit East O’ahu into an insanely successful gym - both financially and community-wise with his members. He's taken that business savvy mixed with a heart for community to help build CrossFit 2222…throughout a global pandemic.  How do you keep a community and client-base growing and connected when human connection is a no-go? You get creative. You get scrappy. Listen in as this strategy and tactics can be applied across industries.

The Start

• Personal trainer, top producer in Southern California for Bally Total Fitness
• Moved back to Hawaii for the birth of their first son
• Found CrossFit when writing a story for the Honolulu Star Bulletin
• Affiliated the gym he founded with CrossFit, became CrossFit East O’ahu and then opened the second affiliate CrossFit West O’ahu
• Created the biggest CrossFit membership in the state of Hawaii

The Shift

• Switched his gym to CrossFit in 2008 when the economy crashed
• Personal training came back in 2014, shifted his gym to be a hybrid model
• Sold CrossFit East O’ahu and CrossFit West O’ahu in 2018 and moved to Texas
• Oldest son is ranked #1 in the 14-15 teen division in the world for the CrossFit Games

The Strategy

• Took over CrossFit 2222 in 2019, built up membership pre-COVID
• Ran Zoom classes so engaging that home fitness people keep connecting
• Created the 'Apocalypse Games' during shutdown

The Action

• Become a master of building community
• Continuously innovate, keeping members moving
• Make mistakes, learn, keep building, repeat.

The Mindset

• Deliberate and concise on where to place energy
• 4AM wake-up time, time-block the day
• Dedicate certain days for certain business objectives
• Prioritize family and core values
• Goals and Vision 
  • Creating and rolling out a profitable guide to mastering the operations of a micro gym 
  • Focusing on 12-week 'Transform' program, continue to package and sell to other gyms 

The Wrap-Up

If you could listen to one music artist for the rest of your life, who would it be? Pearl Jam

Where can people find you online?

• CrossFit 2222 Website

You can call this week's guest 'Papa Bear' or Matt - which pretty much gives you a great indication of his personality. Matt Barnett is the CEO (Papa Bear) of Bonjoro. Bonjoro supports businesses in 'sparking meaningful conversations and powerful, lasting relationships with their customers' via personalized videos…but that's just the start. The company is currently building the world's first Customer Delight platform. 

We. 👏  Are. 👏  Here. 👏  For. 👏 It. 

Matt and team are perfectly positioned to bring businesses and customers closer with a personal touch to surprise and delight…and not in a creepy way.  😉

While remote connection was already building within various industries via video meetings and the like, COVID-19 accelerated the need, and now Bonjoro is taking it a step further. Differentiating your company from the rest of the pack is critical, especially as we begin to shed the pandemic blanket and embrace ways to navigate this unexpected curveball. Genuinely connecting with your customers through personalization is critical, and it seems that Bonjoro is leading the way.

Discussion Highlights:

The Start

• Designer/artist in London
• Moved to Australia, started an agency
• Dealt with a lot of sites overseas, so predominantly London, Paris, New York,  was generally about 12 hours out of sync on time zones
• Developed a way to send individualized videos to every single lead that came into their funnel to make a solid connection
• Tripled the response rate with these quirky, personalized videos regardless of the time zone

The Shift

• Realized these personalized videos were actually a service their customers wanted for themselves
• This new arm overtook the original business within about 18 months 
• COVID only accelerated this process - remote communication was already happening but now it was a necessity
• Since remote communication was now required the need to personalize it was that much more valuable

The Strategy

•  Supporting traditionally face-to-face industries
• How ecommerce and digital industries fly past their competitors with personalized video
• Putting human connection and relationships at the forefront 
• Leveraging video messages to create sustained, loyal customers
• The key points of time to send personalized videos within your funnel - engagement, retention, referral
• Key tips on making the best personalized videos (authenticity is crucial)

The Action

•  Think big, take small steps, don't be afraid of making mistakes, go with your idea and test, test, test
• If starting a business, have at least 10 different ideas
• Network around you - find other entrepreneurs at your level and one step ahead of you

The Mindset

• Starts every day at 5am - conducts conversations early in the day
• Structured first half of the day
• Stops at certain times to spend with family
• Build structure into your culture, encourage your team to have time outside of work
• Structure, but open to sacrifice for certain goals
• Goals and Vision 
  • Automating processes, not relationships. 
  • Looking at further ways, different mediums, to help our customers engage and delight their customers. Turn them into super fans, build great relationships, and drive more customers.  

The Wrap-Up

If you could listen to one music artist for the rest of your life, who would it be? London Elektricity

Where can people find you online?

• Bonjoro.com
• LinkedIn

This week's guest was successful in accomplishing what so many would-be online entrepreneurs work toward - shifting from their full-time job to creating their own business. Veronica Sagastume is a content strategist for accountants and bookkeepers who moved from her lucrative CFO corporate career to running her own business - trading her corner office for her home office. Based in the San Francisco Bay Area, Veronica's entrepreneurial journey took many twists and turns impacted by her own aspirations as well as necessary environmental dynamics (COVID, anyone?). 

Discussion Highlights:

The Start

• College graduate, climbed the corporate ladder
• Moved up quickly in fast-paced San Francisco and Silicon Valley
• Software and technology, CFO

The Shift

• Loved the work but working 16 hour days took its toll
• Negative impact on health, priorities, relationships
• Something had to give, had to find a solution

The Strategy

• Left corporate job to start her consulting business
• Quality of life changed, aided her ailing grandmother
• Nurtured network from past and present to build business connections
• Prioritized those as to who would benefit most from her service
• Leveraging LinkedIn voice messaging to increase engagement conversions with network

The Action

• Reached a cap of trading time for money, only so many hours in the day
• Come up with a productized or standard offer that doesn't depend on your physical time
• Researched, interviewed, and hired a business coach to accelerate progress
• Turned business 100% remote
• Identified when and how to hire

The Mindset

• Gratitude in the morning
• Morning structure gives freedom throughout the day
• No phone or social media first thing
• Time blocks calendar
• Goals and Vision: 
  • Work with her niche (accountants, tax preparers, bookkeepers) to help them train themselves/team to handle content creation 
  • Launching an on-demand workshop in Q1 2021 
  • Launching an inclusive digital course with office hours during Summer 2021 to help students create content to convert clients  

The Wrap-Up

If you could listen to one music artist for the rest of your life, who would it be? Bee Gees

Where can people find you online?

• Website

This week we're discussing establishing and maintaining a successful brand identity. Having a strong brand can make the difference between a successful business and one that falls prey to the growing competition. Some might think that your brand identity is simply your logo and design of your website. However, as you can imagine, it goes far further than that. 

Discussion Highlights:

• Identifying Your Customer 
• Competitive Research
• The Hole Your Company Fills
• Your Mission Statement
• Tying in Visual Elements and Voice
• Consistency Across Your Brand