Leveling Up with Eric Siu

Today on Leveling Up we are joined by the CEO of BELAY, Tricia Sciortino! BELAY is a virtual staffing solutions company that provides clients with the assistance they need in order to grow. Tricia was recently promoted to the role of CEO after 9 years in the COO position at the company, having been the first employee of BELAY in 2010! We talk about working remotely and the benefits this has offered BELAY's clients and, indeed, BELAY themselves. Tricia talks about what an exciting journey it has been watching her company and the industry in general grow over the last decade. She shares about how BELAY offers a solution to the problem of finding great employees and partners and the ways in which BELAY goes above and beyond some of their competitors. Tune in get it all!

TIME-STAMPED SHOW NOTES:

[00:21] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast![01:05] Tricia's work history leading up to and during her employment at Belay.[03:35] The difference between BELAY and other virtual assistant services. [06:29] The rigorous vetting system that BELAY employs with candidates.[07:09] How BELAY makes money and gets customers started on their service.[08:10] Assistant buy-out and full-time employment of a BELAY candidate.[08:48] Growth rates at BELAY and their standing in relation to similar companies. [10:01] The roster and range of services that are offered through BELAY.[10:20] Lead sources at BELAY; referrals, advertising partnerships and sponsorships. [11:30] Important lessons that Tricia has learned in the assistant space.[13:42] Tricia's own practices with her assistant and benefits of constant communication. [14:54] A favorite business book selection from Tricia![15:10] A great growth-tool recommendation from our guest. [15:31] Who Tricia is currently following and inspired by!

Resources From The Interview:

• BELAY
• Tricia Sciortino on Instagram
• OptinMonster
• Bryan Miles
• UpWork

 

• The 4-hour Workweek 

 

eHarmony 

Inc 5000 

Salesforce

Zoom  

Sarah Blakely

Spanx

Gary V

Ariana Huffington

Thrive

Michael Hyatt 

Daymond John

Grant Cardone

 

• Must read book: The Founder's Mentality

 

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On the show today we welcome the CEO and founder of Attest, Jeremy King. Attest has become the leading consumer growth platform that has grown from a team of 27 to 90 employees in just one year. The story of how the company was founded is an unusual one as Jeremy worked and was schooled as a scientist who, after his time at a global management consulting firm, also did his MBA. He talks about his passion for empiricism and his strong philosophy of data-based decision-making, and it is this drive that led him to start a business that eliminates all the guesswork around potential customers and markets. Jeremy shares about their primary clientele, the various subscriptions packages the offer, how they approached fundraising for a product that can be complex to explain, and what their best sales pitch looks like. He also differentiates between Attest’s mission and vision, makes a case for Harvard Business School, talks about their go-to-market tool stack, and shares what he learned from Charles Darwin and Alexander Agassiz in Reef Madness.   

TIME-STAMPED SHOW NOTES:

[00:41] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast![00:57] Jeremy’s science background and passion for empiricism and data-based thinking. [01:30] Working for the McKinsey consulting firm in over 25 different countries. [01:40] The difficulty with meeting and understanding the customers you don’t have yet. [02:03] When Attest was founded, where it is based, expansion plans, and what their vision is. [02:47] Their primary clientele and how they help them to target customers more effectively.[03:46] Attest – One platform that can be used in a wide range of ways. [04:17] Helping clients better understand consumers to increase their growth. [04:39] Making money through a subscription service: A Saas platform in your browser. [05:14] The price range of the various subscription packages on offer.[05:57] Approaching the fundraising process with a complex message. [06:59] Their mission of making the market much bigger by making customer research simpler. [07:35] Key lesson from his diverse background and experiences before Attest.[09:40] The motivation behind Attest’s quick and trusting onboarding process.[10:37] Why Jeremy still recommends Harvard Business School and its vibrant network. [12:04] Going from a team of 27 to 90 in 2019, their exponential growth, and net retention. [13:39] The six components of company culture at Attest and how it is lived. [16:17] The larger the organization, the more important for each person to live out the culture. [16:36] Learning about the value of pre-onboarding from other SaaS companies in the UK. [18:01] The vision of Attest: the elimination of guessing when it comes to prospective markets.[18:57] On a mission to make it easy to acquire data so no guesswork is needed. [19:48] Growth by simplifying the proposition and showing clients how Attest applies to them. [22:08] What we can learn from Zoom: Doing the simple things well.[23:10] Key thoughts about Charles Darwin and Alexander Agassiz in Reef Madness.   [25:50] Using the most popular go-to-market tools, and all about the Singapore #StartupStack. [28:06] Being inspired by ProfitWell’s product marketing and how they explain what they do. 

Resources From The Interview:

• Jeremy King on LinkedIn
• Attest
• SaaStock

David Attenborough 

McKinsey & Company

SaaSociety

Crunchbase

Qualtrics

Kantar

Harvard Business School

Zoom

Pendo

Stripe

Singapore #StartupStack on SlideShare

ProfitWell

Patrick Campbell

 

• Must-read book: Reef Madness and Prisoners of Geography 

 

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Connect with Eric Siu: 

 

• Growth Everywhere

• Single Grain

• Eric Siu on Twitter

 

Today we have Christina Stembel, the founder and CEO of Farmgirl Flowers, joining us. After years of trying to raise capital, Christina realized that the only way she could retain the integrity of her business vision was to bootstrap the company – and it paid off in a big way. Being a female founder, she came up against the many implicit biases around women-owned businesses and failed to get the investments many other male-owned companies pulled off without showing any results. Today, Christina has the only female-owned large-scale e-commerce B2C flower company and made a remarkable $32 million in revenue last year. She talks about her business philosophy of high-quality, being entirely self-taught, how she saves on marketing, establishing a healthy company culture, leadership, and her secrets to building a superstar team. 

TIME-STAMPED SHOW NOTES:

[00:41] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast![00:35] The origins of Farmgirl Flowers as a business, not a passion project.[01:33] Using the In-N-Out Burger business model and applying it to the flower industry.[02:12] The philosophy of doing something simple with excellence while reducing waste.[02:39] Almost running out of money a year and a half in and deciding to bootstrap.[02:50] Nine years later, 165 employees, and finishing 2019 with over $32 million in revenue. [03:15] The investment offers they have had being situated in Silicon Valley.[03:20] Actively trying to raise capital for three years and why she turned down three offers. [03:59] Not compromising but building the healthy, sustainable company she envisioned.  [04:31] The implicit biases she encountered as a female owner trying to raise capital. [05:03] Being the only female-owned large-scale e-commerce B2C flower company.[05:46] Not fitting the model for most VCs with a perishable product and small margins.[06:38] Higher quality at higher price points and other ways Farmgirl Flowers makes money.[08:05] The benefit of not having to spend what competitors do on marketing.[09:49] Christina’s self-taught knowledge about flowers, logistics, and distribution.[10:05] Working at Stanford University as the head of catering and how that prepared her. [11:09] Taking five and a half years to afford and get national shipping off the ground.[12:36] Their goal of opening two distribution centers and another one in 2021.[13:31] How Christina has learned to be a better leader and the mistakes she initially made.[14:24] Spending at least 20% of her time on her team and building the right culture.[15:08] The irony of being told that she is “unfundable” because she doesn’t have a team. [16:12] Building a superstar team by hiring people that no one else would believe in. [17:12] Learning about vulnerability as a leader from Brené Brown. [18:13] The importance of being thoughtful and strategic about business growth. 

Resources From The Interview:

• Christina Stembel on LinkedIn
• Farmgirl Flowers
• In-N-Out Burger
• Kevin O’Leary on Women-Led Businesses

Brené Brown 

Katrina Lake on LinkedIn

Stitch Fix

Must-read book: Anything by Brené Brown!

 

 

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Connect with Eric Siu: 

 

• Growth Everywhere

• Single Grain

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Hey everyone! Today, I share the mic with Ismael Wrixen, group CEO of FE International, the market leader in the sale of SaaS, e-commerce, and content businesses. Ismael is a returning onto the show to fill us in on recent developments at FE.

Tune in to hear Ismael talk figure jumps in revenue and deals, why the firm prefers using a cash on success pricing strategy over retainers and the quantity ratios and strategy differences between FE’s handing of deals in E-commerce, SaaS, and content spaces respectively.

Click here for show notes and transcript

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• Single Grain
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Hey everyone! This week, I share the mike with Steli Efti, Founder and CEO of Close, an inside sales CRM.

Tune in to hear to learn the kind of feedback you should be looking for, how to ensure the best product-market fit and how Close relies on content marketing and podcasting to help them grow and be successful.

Click here for show notes and transcript

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Hey everyone! Today, I share the mic with Liam Martin, founder of three companies: Time Doctor, Staff and Running Remote.   Tune in to hear how long you should expect to wait before seeing success from your SEO efforts, how to build a remote team at scale and how Liam is able to balance running his three companies.

Click here for show notes and transcript

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What is it about companies that not only survive, but grow to be super powers?

Tune in to hear Eric Siu dive into what Warren Buffet looks for before investing in a company and how you can apply it to your business.

Click here to watch the full YouTube video

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Are you trying to land a 6-figure marketing job?

Tune in to hear Eric Siu reveal what he (and other CEOs) like to see when scanning a resume.  Apply these tips to your job application process and you will not be disappointed.

Click here to watch the full YouTube video

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• Growth Everywhere
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Hey everyone! Today, I share the mic with Kamal Ravikant, a VC, author, mountain climber, and has served in the army!  We are lucky enough to have him on the show to share some of his wisdom about the startup game and beyond.

Tune in to hear Kamal’s fascinating life story, why he decided early on in his career that he preferred starting companies rather than joining someone else's vision and how his desire for a better kind of investor led him to the role of VC.

Click here for show notes and transcript

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Hey everyone! Today I share the mic with Jason VandeBoom, founder of ActiveCampaign. ActiveCampaign is a customer experience automation platform that has been around for over 15 years!

Tune in to hear Jason give insight on how to scale a team at a small company, where to find outside funding and how he was able to find the right product-market fit, which led to ActiveCampaign’s long-term success.

Click here for show notes and transcript

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 Connect With Eric Siu: 

• Growth Everywhere
• Single Grain
• Eric Siu on Twitter