The Business Generals Podcast | Helping You Maximize Your Entrepreneurial Dreams - Every Single Week

Alex Charfen is as seasoned as they come, a diverse experience going all the way back to being trained in his fathers business at as a pre-teen, his challenges with standard education and overcoming that through his extensive reading about what it took to be successful in business and to eventually creating an international consulting brand that would peak at $250m in revenue. Alex had a false start at retirement after exiting his consulting business, he re-invested all his gains into real estate quickly which quickly grew into a $40m portfolio, but hurricane weather and the global financial crisis wiped out their portfolio and took him and his family into bankruptcy.

In this show Alex takes the time to walk us through three main phases of two plus decades of his entrepreneurial journey, drawing out some key distinctions that any aspiring or seasoned entrepreneur can use to kick start a multiple seven figure business.

With literally all odds against them, Alex shares how him and his wife, a real estate professional, designed a course for real estate agents and the financial services companies whose clients were facing foreclosures at the height of the GFC.

Armed with real life experience after being served multiple property foreclosure notices, Alex looked for a way to bring all affected parties to a common negotiating table that would help more families keep their home, and help more lenders preserve their investments.

This training course was developed while Alex was bankrupt and it was launched with zero money down, yet made a profit on day one and would sell over 48,000 courses averaging $500 per course, multiple millions of dollars from a standing start.

Alex breaks down a simple methodology of how anyone can create a valuable information product that has high conversion and a high completion rate.

* Identify your target audience or gap in the market

* Research through direct surveys and find out what their pains are. Alex interviewed over 100 real estate brokers and agents, they shared their pain points and frustrations when it came to foreclosures

* Develop a product that will answer the needs of your audience. No need for perfection here just let the creative juices flow, if using a computer slows your creative process then write it on paper, draw up all your illustrations or image guides and create the blueprint

* Beta testing – Alex called his target audience and walked them through the course details. With their feedback and additional input he further refined the course and got their committee to to buy once it launched

* Launch, don’t over complicate or wait too long, get it launched with a few people, see the response and then move on there.

* Alex went on to be recognised as a key contributor to turning around the home foreclosure industry through the course.

If you have any expertise or thought leadership, this methodology above that Alex uses is your guide to creating that service offering your clients want and desire so much they are willing to buy without you “over selling” it to them.

We covered other ground during the podcast including:

* How you can transition from a corporate consulting role into your own business; and

* A case study of how Alex is helping entrepreneurs grow from $1m to $20m plus in annual revenues: Alex breaks down some of the key strategies that are helping put multiple seven figures in top line revenue for his clients today that you can leverage today

Legacy

Alex passionately shares about what he would like to leave as a legacy when all is said is done – this was a powerful moment during the show – – – make sure you check it out!

Entrepreneurial books Alex recommends for any entrepreneur – –

* FreeMomentumBook.

Timo Rein is the Co-Founder and CEO of Pipe Drive which is a simplified sales management tool that is helping over 60,000 sales teams around the world to get more organised, more focused and helping them sell more. You have probably already heard about Pipe Drive because they have done an amazing job marketing their service, this is a great episode with Timo, I thoroughly enjoyed it and I know we will receive great feedback on this one!

Timo is based in Estonia with his wife and kids, born in the Soviet Union, studied psychology in university, he lived in the US for four years and is now back home living and running his business from north eastern Europe in the wonderful Estonia.

He co-founded Pipe Drive 7 years ago with 4 other founders, prior to that was a partner is a sales training business for 10 years, so Timo is a seasoned entrepreneur with 17 years in the game of running his own business.

Show notes and links at: https://www.businessgenerals.co/timor (https://www.businessgenerals.co/timor)

Revenue streams

Pipe Drive is a SaaS (software as a service) business, that generates a monthly and annual subscription from customers who are from all corners of the world. They have doubles their revenue each year for the last 5-6 years, so Timo describes as a high growth yet high investment SaaS business. They have invested about $30m into the business which includes successful strong capital raisings.

Dilution of your ownership v Investors

In Timo’s mind their business is run by a team of professionals right across their leadership and executive level, including the investors who he feels are well invested to give the founders every necessary introduction and connection in the market place as well challenge the leadership and ask more of them so as to get the best that the company can deliver.

The big idea and the story of how pipe drive started

* The big idea with Timo’s first co-founder, who also had a sales background like Timo

* Coming up with the specification document of the product

* Looking for developers who would build the code

* Meeting up with 3 other start up founders who had coding back ground

The tipping point for Timo

* He was running his sales business and going well

* An old friend quizzed Timo about his consultancy role at the time and in Timo’s mind this made his wake up to his dream of being a doer, a builder and this sent him back to his drawing board so he went back to looking at building a business.

Building Pipe Drive

With the new 3 co-founders the idea was ready to be dusted off and given another chance.

* Timo and his first co-founder described the whole software idea again to the new team.

* A brand new specification document was created and it was much better than their original spec, as it was much more visual with screen shots and clear work flows.

* The original founders had the idea, they knew how to market and scale a business while the 3 new founders brought in the engineering experience and proven experience in coding a product that can be scaled, so together they created a strong foundation on which to build the business from.

* For a period of 3 months the team would get together on weekend retreats at a local farm house, from Friday nights and code through out the weekend and would only head back to their homes on Sundays. Three of the co-founders had day jobs during the week so this project was only worked on during the weekends at this time. The other two founders plus one other engineer (who would later become a founding employee) worked full time on the project during this 3 month period.

* Although away from family, this helped the team focus well on the project and also helped them build a strong team dynamic and start to understand each other better.

Bobby Umar has been named by Inc Magazine as a top 100 leadership speaker alongside people like John Maxwell and Richard Branson, he has taken to the famous and prestigious Tedx stage four times and has over half a million followers on social media. Bobby is also an international author and a Huffington post contributor. A father of two and loves improv comedy.

Bobby started his business full time in January 2017, he rolled out of his corporate role and went straight into launching his business. His number one revenue stream today is professional speaking – inspirational motivational speaker, travelling mostly around Canada and from time to time internationally. Bobby speaks on leadership as a general theme with specialised expertise in three key areas:

* Networking – leadership building and connection

* Personal branding

* Social media and digital marketing

Bobby other revenue streams are coaching (executive coaching, career coaching and business coaching) and events.

Why and how speaking

During his corporate days Bobby conducted workshops and training and received very strong positive feedback about his speaking and motivational skills. By the time Bobby was ready to leave corporate he leaned on this feedback and took all the positives and embarked on building out his personal brand.  After a deep dive into his personal values, traits, personality assessments and some soul searching – Bobby says he found out that his brand was all about connection, people, persuasion, influence, performing, presenting and diversity, speaking seemed like a logical thing to do.

First customer

Bobby kept track of all his connections throughout his career even before the advent of LinkedIn, he maintained an excel spreadsheet with 3,000 contacts, so the first thing he did was to send out 500 brochures to people on this list and then also sent an email to all 3,000 contacts sharing that he had launched a business, his services and clearly specifying the opportunities he was looking for. After sending that out a few people wrote back to Bobby (not as many as initially hoped for but it was a start…), some called and with a bit of follow up Bobby landed his first gig.

Business growth after the first few paying customers

* Bobby made it a priority to do an amazing job so that it was easy to get referrals from each engagement

* He leveraged his network some more, set up calls and met up with his contacts – he estimates having met over 1,000 people for catch up chats, coffees and meals in his first 3-5 years of launching his business. He let them know what he was up to and this fueled more engagements and referral opportunities.

* Maintained a strong social media presence through Facebook and LinkedIn

* Saying yes to most gigs that were offered to him, a lot of which Bobby says he wouldn’t do today

Paid v Free events

* Starting out, Bobby was doing a lot of events for free as he built out his brand but was always looking for paid opportunities.

* His paid opportunities were attracting a $500 fee, and after a while this changed to $1,000 with a lower end engagement being $500, and then $2,500 an engagement and continued to grow that way.

*  Bobby shares how you have to know when to say NO to certain opportunities if they are not within your core niche as saying NO indirectly helps you say YES to what you are really called to do.

Tedx Talk & Social Media

* While previously unaware of what it was, on 5 October 2011, Bobby did the first of his four Tedx talks and decided to launch his social media strategy as it clear in his mind that social media was here to stay.

* On this day Bobby launched his social media arsenal on all channels – Twitter, Facebook business page,

Dr Daniel Crosby is a Psychologist, he has a PhD in psychology and behavioural finance specialising in helping people and organisations understand the cross over between the mind and the financial markets. He is a co-author of a New York Times best seller “Personal Benchmark” and also authored the “Laws of Wealth“. Daniel is the founder and CEO of Nocturne Capital – an investment management firm whose approach is rooted in the science of behavioral finance.

Daniel has a growing family, based in Atlanta Georgia from where he runs his business which he has been running full time for the last 10 years.

Check out the full show with detailed show notes and episode links: businessgenerals.com/danielc

Lets talk core revenue streams

Daniel shares how he started off doing speaking engagement to market his other services in his company but it has since taken off and become a major part of his revenue stream. An early take away from Daniel is not to underestimate the power of speaking as an extra revenue stream in your business!

Daniel also manages money on behalf of clients, teaches online courses in behavioural finance and provides consulting services and content development.

While speaking is Daniel’s number one income stream it’s not completely scalable due to the time commitment and extensive travel requirements so Daniel has a focus to grow the other income streams. Daniel has been on the speaking circuit for the last 10 years, and cautions that it is taxing for someone with a young family.

Childhood inspiration

Growing up Daniel was inspired by his dad who is an investment manager, after getting into college Daniel loved the study of psychology, helping and teaching people – but part way through his PhD he felt emotionally burned out as a clinical psychologist. A conversation with his dad about his next options turned him down the road of understanding the intersection between psychology and stock market investing.

Why a PhD and not just a Degree

Daniel says in his experience a psychology degree in the US, does not get you very far in your career as a psychologist. The PhD paid off for Daniel as clients more readily hired his consulting services as a PhD graduate even though he was only 28. While the PhD opened doors for Daniel he says he doesn’t actually use it in its direct form because he is trained to conduct therapy sessions as a clinical psychologist but he now picks stocks for a living.

The skills learned however, of being non defensive, hard work, accepting feedback, critiquing and taking action – are life skills he has taken from his PhD that have helped him in his business.

First paying client and a speaking career

Daniel managed to secure his first client before he resigned from his job, he recommends that you find a way to get at least one good client account before stepping out on your own.

He quickly moved into the world of speaking and in the beginning all his presentations were at no charge, he would look for places to speak at in his city as a way of marketing his consultancy services.

After quiet a number of free events Daniel recalls an attendee asking if they could book him for a paid speaking engagement and he began a new journey where he would eventually be charging between $1,000 and $2,000 to speak. A mistake he shares is saying yes to all speaking requests and having to create a special bespoke keynote each time he got an invitation,

Rob Jacobs is the guy who gets people up-and-out of their chairs and moving again! A personal fitness expert and the co-founder of UnSit, an innovative company working to get people UP out of their chairs and moving again with the world’s first Treadmill Desk optimized for use in an office environment. His background is firmly in the fitness industry having been in treadmill retail and commercial equipment including a repairs and servicing business model. Being a fitness enthusiast sitting at a chair all day made Rob research into how to help people with desk jobs get fitter by moving more.

First business startup – the walking centre.

This was a fitness centre targeted at middle aged stay at home mums who would go into the store, rent a movie, and walk on a treadmill while watching their movie! This proved to be a great model for Rob. The results were very good and people started buying these high ticket treadmills in the Beverly Hills area, and opened more stores which also included the sale of commercial fitness equipment. Rob eventually sold out of the retail model after a number of years as the market changed with increased competition and margin pressure.

Before selling out of retail Rob had developed a service model that repaired and serviced fitness equipment for health clubs and fitness centres, so with a new business partner Rob developed and grew this business to include retailing of spare parts. Rob has maintained and continued to grow this business over the last 25 years plus and it still continues to be his core revenue generator.

The business model is ecommerce based enhanced with telephone technology support, targeted at out of warranty fitness equipment servicing clients in different countries.

The problem that turned into a new business idea

Rob found himself constantly sitting at a desk, servicing clients and growing his spare parts business, and found himself having less and less exercise, feeling lethargic, lower back problems all from sitting behind a desk far too long.

A book by Dr. James Levine, who is credited as the popular inspiration for the treadmill desk, inspired Rob to work on solving his problem. Book reference: Get up – why your chair is killing you, Dr James Levine

Rob had seen the idea before but he discredited it on the basis that he didn’t think a treadmill desk provided real exercise or real practicality in an office setting. [During this interview Rob was walking along at 1 mile per hour on his treadmill desk and by about 15 minutes into the interview he had clocked over 2,000 steps! Pretty impressive].

Dissecting the research and looking at the market opportunity

* Obesity is one third of US population, and this same third is also at the pre-diabetic stage estimated to require medicated treatment in a few years time

* Sitting disease is a term used in the book by Dr Levine which includes diabetes, heart disease and other chronic illnesses which can be prevented or recovered from through exercise

* Mental creativity is a softer science but this is the marketing point Rob has picked, exercise leads to a more productive and creative workforce and this can be achieved through the treadmill desk technology

Designing the product

* After reading Dr James Levine’s book Rob decided to work on designing a product that was fit for purpose

* Most designs at this time simply took a tread mill and stuck it under a desk, but Rob figured there was better way

* Rob shares that while his academic qualifications are minimal and his learning quite empirical and self taught, this did not disadvantage his entrepreneurial journey

* Rob took out an old treadmill,

Justin Hales is the CEO and Founder of Camplify, the Airbnb of caravan hire & RV sharing community. Camplify is Australia’s largest caravan hire and RV peer-to-peer sharing community, connecting owners with holidaymakers across the country sharing all types of caravans, campervans, motorhomes and camper trailers to enjoy a getaway in. Camplify gives RV owners the opportunity to earn extra income – anywhere between $280 and $2100 per week – while they aren’t using it themselves. As for their hiring members, they get to experience the joy of camping without having to purchase their own RV.

During the interview, Justin shared how in 2 years the Camplify platform has grown from just a small fleet of rentals to over 2,500 placing the company at the top of the fleet market in its niche of renting out caravans and RVs, an amazing effort in such a short space of time.

The genesis of the idea

Sounds a bit cliche but it all started with a seemingly small conversation with Justin and his wife talking about how cool it would be to go on a caravan holiday. Their conversation was triggered while the couple was walking their dog over and noticed a parked caravan in their neighborhood. Having spent his childhood in caravans this was an exciting prospect and so Justin looked for a place where they could hire a caravan for a holiday but found it quite difficult to find a single provider that he could go to and hire from. As a result Justin found a gap in the market and created a space that was like an Airbnb that got all the hundreds of caravans that sit around in people’s driveways doing nothing most of the year and create a sharing economy market place for owners and holidaymakers to share.

Working on the idea

* Justin found a startup incubator program that was looking for innovators and applied to be considered for the program, which included some basic idea testing, putting up a ‘crudely built’ website and a power-point deck.

* After a stringent review of 500 applicants, Justin progressed into the final 40 that made it to the “Pitch Day”.

* Following a successful outing at Pitch Day Justin was offered a spot in the 12 week startup accelerator program.

* This was an intensive accelerator program on how to set up and scale a startup which became the backbone of launching the Camplify business following that 12 weeks

Justin’s key take ways from the 12 Weeks accelerator program

* Understood the customer more

* Tested more variables

* Learned about different marketing strategies

* Learned how to build good products that had a great market fit, using lean methodology

* Started building a brand and acquiring customers

* Leaned on the network in the program to raise capital for Camplify which was well received and helped fund the initial Camplify launch

Customer targeting

* The initial market most people would lean towards in the caravan and RV space was the grey nomad market (grey nomad (plural grey nomads) (Australia) A retired person who travels independently and for an extended period within their own country, particularly in a caravan or motor home – wiktionary

* But through testing Justin found that while the grey nomads was not going to be their target market to consume their services, they were going to their target partners as RV owners sharing their RVs on the Camplify marketplace

* From detailed testing and building customer personas, the ideal customer that emerged was families who were not prepared to outlay $60,000 for an RV but still wanted to holiday in one from time to time, and this was found to a buoyant and growing market

The No Money Survey – Just Sweets (…Lollies/Candy)

* 2nd week in the accelerator program Justin and...

Gil Ado and Carlos Reines are the co-founders of Rubicon MD, an innovative medical eConsult service that connects primary care doctors to same-day insights from top medical specialists. Their mission is to provide better health care through their online platform that enables primary care doctors to easily and quickly access medical specialists and have online consultations (eConsults) and ultimately provide better direct care to patients. With a fragmented US healthcare system, Gil and Carlos identified a need in the market for access to specialist medical care that didnt require patients to physically be in the same room with their specialist doctor. After a lot of networking and hustle, Rubicon MD was officially birthed in 2013.

>> Show notes Link: https://www.businessgenerals.com/gilandcarlos >>

Today Rubicon is a strong, growing Venture backed Healthcare startup, which has successfully raised over $19M in funding since 2014. The company is scaling at pace throughout the US now with over 5,000 primary care providers using the platform.

The two Harvard Business School graduate co-founders partnered up to launch Rubicon on a mission to facilitate the provision of a higher level of care to patients who may not have access to specialist care due to them not having private healthcare or geographical limitations. The platform allows general practitioner doctors to have direct access to expert specialist help on a case by case basis through e-consult process.

Doctor to doctor interaction via the e-consult platform is one of their biggest wins – patients that would have previously been referred to the emergency department for specialist consultation now receive access through the eConsult process through their primary doctors, and as Gil says this is real tangible benefit that clinicians and patients are excited about.

The business launch and the first paying customer

* In 2013 the business was launched with the first key goal being to prove that there was value in the platform and that patients would be able to access greater healthcare through the platform

* They put a basic minimum viable product from a technology platform standpoint, they found a doctor who was willing to trial the platform and it run for a few months with a few hundred eConsults and the feedback was very positive

* The founders joined an accelerator program focusing on how to build a business around the idea and how to find the people who could potentially buy into your idea

* Talked and networked to as many people in the healthcare eco system  – learning, doing the research and also selling the idea at the same time

* Discovered that groups that are at risk, ie taking care of primary health care patients will be most interested in this

* Pivoted on the fact that there was limited supporting data for the idea so focused on finding the companies that were ready to take some risk in this space as well

* Their first paying customer contract was from Boston, Gil and Carlos share with excitement how this client has grown and stayed with Rubicon MD for over 4 years, a testament in their minds to the value RubiconMD brings to the clinician.

Cash flow during the start up phase

* Carlos was still completing his Harvard MBA at the beginning but working full time in the business, Gil was also full time in the business but they were scraping by and keeping everything very lean financially

* It was a difficult beginning for the business, so they had to run their operations in a very lean way but they were determined to see the vision come to life

* The duo managed to live through the first startup phase through their savings, family support and just sheer tenacity to make it through the early days

Mike Michalowicz is an American author, entrepreneur, and lecturer. He is a business author including the popular Profit First, The Pumpkin Plan and The Toilet Paper Entrepreneur. He is a former small business columnist for The Wall Street Journal and the “Business Rescue” segment host for MSNBC’s Your Business. He also hosted the reality television program called Bailout! Mike has founded and sold multi-million dollar businesses and today shares over 25 years of business experience through his books and on stage in front of global audiences .

During this episode we discuss some amazing business concepts with Mike including the following:

How to Differentiate yourself in Business

* Mike has an accounting service business called Profit First. While this is an old established service industry, Mike has found a way to differentiate his business. Mike’s team go out to their over 250 clients as Profit Advisor with a special expertise and focus on not just being compliant with taxes and regulatory obligations but making sure the business is profitable and optimised.

* They focus is pivoted towards interpreting the business numbers and helping business find sustainable profitability

* This is all part of the Profit First philosophy which is detailed in Mike’s popular book Profit First – A Simple System to Transform Your Business from a Cash-Eating Monster to a Money-Making Machine 

Profit First System

* It flips the profit formula used in traditional accounting

* Commonly referred to as the bottom line, the standard profit formula is “Sales minus Expenses = Profit”. But this creates a mindset problem where a business owner does not focus on profit but leaves it at the last thing, a by product of everything else and invariably what gets put on the back burner can get forgotten and not prioritised.

* Profit First in Mike’s world has this formula: “Sales minus Profit = Expenses”. So every time you make a sale you allocate a predetermined percentage that you have calculated as your optimal operating profit level, and take the rest as the amount available for all your expenses (not the other way round).

Acquiring the First Customer in Profit First Professionals

* The model is based on finding the right accounting professionals who get trained and accredited under the Profit First Methodology and then operate as advisors under the Profit First banner with a profit share arrangement

* Mike didn’t go out with a know it all attitude but went out to the potential Profit First Professional with the mission first, “we can eradicate entrepreneurial poverty together”

* They understood that this was something new and it needed to grow so whoever joined would join as the first customers, and it would not be easy but that they will be great upside in the future

* They also openly reduced the standard membership fee for the founding members and would bring in the first group of founding members onto the advisory board of the business to help provide real time feedback to help build the business

Marketing Strategy

* Mike went to his existing list of customers and followers who were aware of his brand and his message, and publicly announced that he was looking for bookkeepers and accountants who were interested in partnering on this new project, shared the vision and then established a small community that was focused on this new project.

* Without a personal community, Mike advises that founders should go and look for the community that the target audience is already established (what conferences do they attend, what podcasts are they listening to or what blogs do they follow) and find a way to start contributing and...

Sean Cooper made news headlines across global news channels when he paid off his mortgage in a record 3 years at the tender age of 30! Sean did all of this while working a normal job in financial services in Canada and freelancing as a personal finance coach and writing as a personal finance blogger. Sean is the author of his very well acclaimed book Burn Your Mortgage.

Sean’s story was very polarizing when it came out on Canadian news outlets and actually got him a lot of hate mail and articles online and offline because of how quickly he paid off his mortgage which goes against standard accepted beliefs around home ownership and the 30 year loan repayment time frame that most banks give home owners. The negative feedback centered around Sean being portrayed as a privileged child with wealthy parents or as Sean living in this basement without a life outside of work and stashing away every cent he earns.

Born and raised in Toronto Ontario, Canada Sean grew up in a middle class family with parents who instilled in him the importance of home ownership so from age 10 Sean had the vision of owning his own home. He started working various jobs at a young age and started saving for his down payment even before he graduated university. Sean bought his first home when he was 27 and he paid off by age 30, a remarkable achievement – all on his own savings and his own aggressive focus on beating the mortgage debt!

Lifestyle choices – no car!

Sean made the decision of not owning a car during his period of paying off the mortgage as it amounts to the second largest payment in most people’s budgets and he found a practical way to make sure he lived near public transport and lived a car free life.

This was a very bold and mature decision for Sean to make a young age, when I was 20 all I was thinking of was owning my first car, and the first loan I ever took out was to buy my first car, a white Toyota Mark II. It requires discipline and laser focus to follow through with a car free lifestyle. Admittedly it may not be entirely possible for everyone due to your professional work, if you are a trades person you may work from different sites each week and need a personal car, so you may need a find a way to get a reliable cost effective car that doesn’t cost you too much to buy or maintain. There may also be opportunities for you to car pool or ride share with colleagues from work where you reduce your car running expenses with the goal of saving up for your first home.

Saving strategy at a young age

Sean found a way to work through his university days which paid off tuition and helped him graduate debt free. He also started saving for his down payment during his college days and after graduating continued on this path and saved 80% of his income after graduating which helped in save up a handsome down payment of $170,000 by age 27.

Advice for saving up for your down payment

* Firstly work out whether they want to own a home in the first place.

* Work out how much you need to save in order to fund your down payment or home loan deposit.

* Calculate how many years you would like to give yourself before having a fully funded down payment and this will determine how much you need to save each month.

* Open a stand alone savings account and ‘pay yourself first’ before you do anything else with your salary put aside your nominated savings amount.

* Automate your savings process so that it automatically comes out of your salary account into the savings account, and make sure you have very limited access to your savings account so that you can ‘save and forget’ without the temptation to spend it other ’emergencies’.

Resisting the temptation to spend

Sean kept his goal in mind,

Sarah Santacroce is an independent LinkedIn Specialist, Online Presence Mentor and founder of Simplicity Small Biz. She helps people convert their presence online into paying customers. She is the creative brain behind the LinkedIn Challenge, an event that has helped 1700+ people so far to improve their knowledge about using LinkedIn for business. She has helped hundreds of clients from all over the world breathe life into their LinkedIn profiles, put together a strategy for their online presence or generated leads for them by using LinkedIn and social selling strategies. 

She also coaches fellow introverted business owners on how to run an online business, and is the founder of the Introvert Business Podcast. 

Period in full time business and core revenue streams 

She has been in full time business for more than 7 years. In her LinkedIn business, she works with corporations where she does trainings for HR departments, sales departments, and the people in marketing. She also works with entrepreneurs through one-on-one coaching and teaches people in transition how to get recruited on LinkedIn. She has a series of products like video trainings that generate revenue for her without having to trade her one-on-one time. 

She also does affiliate marketing and is planning to host her first retreat for introverted online entrepreneurs. The retreat will be an offline event where they will get together and talk about their businesses, and come up with strategies on how to take it to the next level. 

The retreat 

She says it will be a quiet, reflective, and respectful retreat with lots of fun. The link for the event is www.sarahsantacroce.com/retreat/  

Starting out in business 

When she moved to California with her husband and their new second-born, she could consequently not go back to her previous job, and decided to take some time off to spend with her kids. After about a year, she decided to come up with her own business plan and choose to focus on helping business owners with their administrative needs, which was what she was good at. That eventually changed, because with the social media boom at that time, she realised how she was able to use social media to create buzz for her own business. 

She therefore choose to move away from administrative/virtual assistant work to teaching entrepreneurs/small business owners how to market their businesses through social media. When she moved back to Switzerland with her family in 2010, she decided to start offering the social media training/marketing services. 

Focusing on LinkedIn 

She decided to specialise on LinkedIn much later after she discovered that things in Switzerland were very traditional and slow. Most people didn’t use social media for business. The one platform that the Switzerland B2B industry was interested in most, that she was well-versed in, was LinkedIn. After a year of offering her general social media services, she decided to zero-in on LinkedIn. 

Corporate career Vs. Business 

Sarah says she would never go back to formal employment. She calls herself unemployable because she creates success on her own terms now. She defines how success should be in her life, which she could not do in a corporate environment. 

Tip 1: I don’t think business is for everybody. I don’t think everybody should leave their corporate job and become an entrepreneur. Getting side hustles is however a great option for anyone in a corporate job 

Tip 2: I don’t advice you to just leave your job and focus on your business idea 

Replacing full time job income in a business 

Tip 1: If you have a business model that can guarantee to replace your full time income then obviously, go for it! 

Tip 2: Full time business is not for everybody because some people need the structure of a corporate job and they may need a team. As an entrepreneur,