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Joe Kashurba grew the freelance web design business he started in high school into the digital agency Kashurba Web Design with a virtual team and clients around the world. As the CEO and Founder of Accelerator Consulting he also advises and mentors other freelance web designers and digital agency owners on how to develop and scale their businesses.
Joe joined me on “Turn the Page” to provide guidance on how stagnating or declining companies can recharge their sales growth. In this post, he offers pointers for web design and digital marketing entrepreneurs. Here’s what he says:
“Instead of being a generalist, you need to be specialist who offers specific benefits to ideal clients. Take these FOUR STEPS to get started on figuring out your niche or specialization:

1. Make a list of your top 5 best clients or customers.

2. Write down why these clients or customers chose to work with you instead of a competitor.

3. Write down what these clients or customers REALLY wanted.

4. Write down why these are your favorite clients or customers.”

Joe underscores that it PAYS to specialize: “Many of the people that we’ve worked with have been able to at least double their web design and digital marketing prices. One client landed three big projects ($5K+) within a week of working with us by simply getting clear about his ideal clients and contacting people within his network who were a good fit. We helped this same client hire a part-time project manager so that he could free up his time and scale his business faster.”

He suggests, “once you figure out your niche or specialization, develop specific plans and packages with set pricing geared towards your ideal clients. The step that follows is to create a marketing campaign to target those clients. Don’t change the name of your business or spend six months re-designing your website. Simply craft a marketing campaign and go after your ideal clients.”

He shares the story of a web designer to illustrate this process.

“The web designer identified that:

• All of his best clients were construction companies or engineering firms that bid on large government contracts.

• They chose to work with him because he was willing to meet with them in-person and because they liked the  professional look of the websites in his portfolio.

• What these companies REALLY wanted was to look big when they were bidding on contracts and to recruit high- quality employees.

• He liked these clients because they were very organized and typically trusted him on the creative direction.

He developed new packages and eliminated an existing service:

1. One new website package included a basic listing of job openings, and the other offered a more advanced job board  where people could apply online. Both packages provided a custom design since the professional look was important  to his construction/engineering clients.

2. He added a new service, developing a graphic design package that included a trade show display and print  materials that clients could use at job fairs.

3. He stopped offering search engine optimization. He hated doing SEO, and his clients weren’t looking to attract    new leads online anyway.

Here’s how he marketed his services:

The designer knew that his clients liked to meet in-person, so he decided to target large construction and engineering firms that were within a 2-hour drive from his office. He made a list of all of those companies and developed a direct email campaign to get in touch with them. In the email, he talked about looking big when bidding for contracts and recruiting good employees—he did not talk about web hosting, meta tags and other technical jargon. He would first sell them a website, and then he would offer them the trade show graphic design package as a second step.”

Joe provides this bottom-line advice:

“A lot of people worry that the web design industry is dying because of Wix and SquareSpace. However, the market is just getting more sophisticated. The businesses that wouldn’t have had a website at all 5-10 years ago are now ready for a simple affordable do-it-yourself website. The businesses that wanted a simple affordable website 5-10 years ago are now ready to invest money in growing their business online. Therefore, it is NOT the right time to be selling simple affordable websites, but it IS the right time to be building serious websites for businesses that are ready to use the Internet to grow.”

“One of the keys to working only with ideal clients and increasing your prices is deal flow. Deal flow means having a consistent stream of new potential clients contacting you, new proposals being sent out, new proposals being accepted, etc. When you have a lot of deal flow, you have the luxury of cherry picking the clients you want to work with and charging higher prices because it doesn’t matter if a particular potential client doesn’t have the budget for your services. The problem is that most web designers and agency owners have very little deal flow because they focus on everything EXCEPT getting more deal flow. Most web designers and agency owners spend time on all kinds of things that don’t actually matter (re-designing their logo, re-designing their business cards, posting on Pinterest, etc.), but they never actually do any marketing or prospecting. The first step is to realize that you need deal flow. The second step is to make sure that something happens in your business every day to generate more deal flow. That could mean sending out direct mail every day, it could meaning having ads running on Google or Facebook consistently, it could mean applying for jobs on Upwork everyday. Many of the people that we’ve worked with have been able to get a consistent flow of high-quality leads by launching paid advertising campaigns.”

Listen to my conversation with Joe to consider how you would add value with clients who need to recharge their deal flow.


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Entrepreneurship expert Clinton E. Day, author of “Understanding Lean Start-up,” joined me on “Turn the Page” to discuss a methodology that has been found to multiply a business’s chances for success compared with the more traditional approach of creating a business plan to launch a new venture. In addition to describing how startups can model an idea and ensure product-market fit prior to doing business, Clint explains how an increasing number of large corporations are engaging the creativity and innovation from entrepreneurship to improve products and results. Listen to our conversation to learn more!

In this post, he identifies what defines an entrepreneurial mindset. Clint states:

“It is many things, but common to all entrepreneurs are two ingredients, OPPORTUNITY RECOGNITION and RISK ASSUMPTION. Seeing opportunities others do not and the willingness to take a risk, a leap of faith are integral to this mindset. Entrepreneurs use their imaginations and creativity. They identify, evaluate, and develop opportunities. Experience, information, and social networks influence opportunity recognition. Entrepreneurs accept a high level of uncertainty with no guarantee of success. They visualize what they would like to accomplish, and track progress toward their goals.”

Clint shared some of his FAVORITE QUOTES to inspire and inform your “free enterprise” endeavors:

Creativity is connecting things, creative people just see something.”
Steve Jobs, Co-founder, Chairman, and CEO of Apple, Inc.

“Entrepreneurship is living a few years of your life like most people won’t, so that you can spend the rest of your life like most people can’t. “

“Every single person I know who is successful at what they do is successful because they love doing it.”
Joe Penna, Award-winning Filmmaker (Writer, Director) and TV Host

“Failing to plan is planning to fail.”
Chinese proverb

“The best way to predict the future is to create it.”
Peter Drucker, American Management Consultant, Educator, and Author, The “Founder of Modern Management”

“It’s hard to beat a person who never gives up.”
Babe Ruth, legendary Major League Baseball player

“Arouse in the others an eager want.”
Dale Carnegie, Best-selling Author of “How to Win Friends and Influence People”


Clint suggests:

1. The Udacity online class for lean startup 

2. The website of “lean startup” pioneer, Steve Blank, author of “Four Steps to the Epiphany,” and co-author of “The Startup Owner’s Manual.”

3. http://mfishbein.com/the-ultimate-list-of-customer-development-questions/  

4. http://businessmodelgeneration.com/  

Learn about Clint’s “three bibles for lean startup” and contact him for speaking engagements through http://clintoneday.com.

Listen to my conversation with Clint to gain tools that will guide you through the three components of lean startup. Here’s to positioning your business, and you as a leader, for success!

Hemda Mizrahi is the Managing Director of Life & Career Choices, which offers coaching to executives, professional athletes, and other high performers seeking to transition to entrepreneurship, and generalist consulting services to small and mid-size businesses. She is the host and producer of the Internet radio show, “Turn the Page.”

Strategic Leadership Lessons by Luis Vicente Garcia

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Strategic Leadership Lessons by Luis Vicente Garcia

Leadership with a Strategic Vision.

Leadership is a key factor for success in today’s business world and we all learn from different perspectives, as well as our experiences. As a Leader, you need to develop important abilities while having a clear vision of where you want to be.

Your team will follow you and your ideas if you are the best example they can follow; this is why leaders lead by example. And if Leadership is an art, all leaders need to inspire, empower and motivate constantly.

In our lives we encounter many obstacles and challenges and we are the ones that need to be determined in order to make an impact and achieve the change we aspire to happen. This is what leaders do every single day.

And former Air Force F-15 Pilot Steve Olds is now applying to small business the leadership and growth skills he has learned and developed over the years and has developed not only a clear leadership vision but also has helped many business owners and small entrepreneurs focus, grow and develop a vision of their own.

Leadership is about mentoring, guiding, about teaching others. As a result, to be an excellent leader in the business world today, Steve draws form his own personal experiences to define leadership in a different way, focusing on small and mid-sized businesses while developing international teams and ventures.

Join Luis Vicente Garcia and Steve Olds on this very interesting and inspiring episode as we discover the importance of strategic leadership.

Luis Vicente Garcia and Steve Olds

Bio: – Steve Olds; PATRIOT MISSION Founder, President & CEO

Steve Olds was a combat decorated F15 Eagle fighter pilot. Since moving into the private sector, he has served at every level of small business operations including creating and funding new ventures, building large international sales teams, product development and strategic consulting.

Steve is now leveraging more than two decades of entrepreneurial experience as a visionary, leader and communicator to execute his current role as Chief Executive Officer of PATRIOT MISSION which is a US based leadership development company. Their mission is to Rebuild America through The POWER of Small Business™.


How to Run a Profitable Business as a Creative Entrepreneur by Hemda Mizrahi

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How to Run a Profitable Business as a Creative Entrepreneur by Hemda Mizrahi

Rob Fortier

Business Coach Rob Fortier joined me on “Turn the Page” to describe what it takes for creative entrepreneurs to run a profitable business.

After his guest appearance on my show, Rob offered three additional strategies and related tactics for owners of new or growth ventures.

During the interview, we discussed that success starts with adopting a business-owner mindset. Part of that, as an entrepreneur, is asking yourself and considering: What am I willing to do or give up in order to get what I want and reach my goals?

Are you willing to be brave and step out of your comfort zone? Are you willing to think bigger than you ever have before? Are you willing to take risks even though you might fail?

Action steps to make bold choices:

* Make a list of five bold, positive choices you’re willing to make for your business.
* Identify which one of the five will have the most significant impact on your business.
* List five moves you will make to take action on that bold choice.
* Decide what you can stop doing or give up to create more opportunity for your business.

During the show, we discussed how important it is to define your target market. Who are the purchasers and consumers of your products or services?  Who do you want to be serving? Many creative entrepreneurs are tempted to say “everyone!” No matter what you do or how good you are, your work is not for everyone. The person who buys a $20 poster at the local discount store might not be the same person who’s willing to spend $1,000 for an original painting.

The last thing you want to do is waste your valuable time and money marketing to the wrong people. The more specific you can be, the better.

Questions to ask yourself when determining your target market:

* To whom do my products or services appeal?
* How old are my customers?
* What do my customers do for a living?
* Where do my customers shop?
* Where do my customers or clients hang out (online or in person)?
* How much are they willing to spend on products or services like mine?
* How often do they purchase my product or service?
* What is their yearly income?

During the interview, we talked about drawing a map that guides your business toward financial stability. This process involves learning to do what I call “Energizing Your Money.”  As an entrepreneur or business owner, it’s vital to look at your attitude about money and what you’re saying about it. Many people have a love/hate relationship with money: they love it when you have it and hate it when they don’t!  Do you often say that you are poor and that you can’t afford this or that?

Strategies for Energizing Your Money:

* Replace “I can’t afford it!” with “That’s not something I’m choosing to invest my money in right now.” How does that change things for you?

* Take a look at what you’re spending your money on. Decide right now that you will stop perpetuating the scarcity mentality. Start living from a place of abundance and sending that positive message out into the world. Developing a positive attitude around money will affect the choices you make.

* Choose to INVEST in YOU and your success as a creative entrepreneur by honing in on what you need to run your business rather than just SPENDING money.

* Money is meant to flow in and out, back and forth.  Don’t clutch onto it for dear life.  When you spend it, wish it well and send it on its way. When you earn it, welcome it and give thanks.

* Don’t be intimidated by money. Ask for money you’re owed for work you completed.

Rob advises, “taking any action in your business is better than taking no action at all. Don’t wait for amazing opportunities to come to you. Go out and create them. If you want to create for your own enjoyment, you’ve got a hobby. If you want to create so that you can serve the needs of others, that’s a business!”

He suggests the following resources for further guidance: “The War of Art” by Steven Pressfield, and “Selling For Fun and Profit: Take the “Icky” and “Scary” Out of Sales,” by Hugh Little.

Ready to go even further to ensure your success as a creative entrepreneur? Read Rob’s free workbook, available at www.RobFortier.com, and purchase a recording of his talk at a business telesummit: http://www.unstoppableprofitsrockstarcreatives.com

Listen to my conversation with Rob.

Hemda Mizrahi

Set a Path for Success, and Stay On It!

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Set a Path for Success, and Stay On It!

cathrine. cAnything is possible with vision, passion and persistence. No one exemplifies this more than the indomitable, Sam Walton. He grew one small retail store in 1947 to the global Wal-Mart and Sam’s Club. My guest, Catherine Corley – Vice President for Member Services shares the passion and mission of Sam’s Club being “in business for small business.” Change is the only constant in business and in life and nothing illustrated that more than the economic downfall beginning in 2008. Leadership at Sam’s Club knew they had to be more than a bulk savings depot to help small businesses survive. Sam’s Club pursued data analysis and engagement with their members to better serve them as a multi-purpose, leading-edge resource. This makes Sam’s Club THE club for the small business community – whether a member, small business supplier, showcase vendor or potential grant recipient. Join us on the Voiceamerica Variety Channel for Host Chris Efessiou for his new episode “Set a Path for Success, and Stay On It!” Thursday, February 27th at 3 PM PT, 6 PM ET, to listen and ask Catherine Corley your specific questions.

Catherine Corley is currently Vice President of Business Member Services at Sam’s Club, a $56 billion plus division of the world’s largest retailer, Wal-Mart, Inc.  With over 20 years experience in business-to-business marketing, she brings a unique blend of strategy, marketing and financial expertise to her role of ensuring Sam’s Club is meeting the needs of small business members. Sam’s Club serves millions of small business members. Prior to joining Sam’s Club, Catherine worked for Tyson Foods, Inc holding VP roles in strategic planning and foodservice marketing and received the “Emerging Leader” Award from the Women’s Foodservice Forum for her leadership at her company and contributions to the industry. Catherine serves on the Small Business Development Council of the U.S. Chamber of Commerce, and the Advisory Council of the National Association of Women Business Owners (NAWBO). Visit Sam’s Club.



Straight Up with Chris: Real Talk on Business and Parenthood will be a light-hearted show discussing serious issues aimed to encourage, inspire, teach and support parents in applying their business skills to the business of parenting and personal relationships.  It will also discuss the use and usefulness of proper parenting skills as training to entering or re-entering the workforce. Chris along with his guests will share unique principles, how-to’s, ideas, methods, expertise, humor and personal experiences to best serve the needs of the listeners. You will have an opportunity to suggest topics that you want us to discuss and as a result our show will always be relevant to you. Straight Up with Chris is broadcast live every Thursday at 3 PM Pacific Time on the VoiceAmerica Variety Channel.

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