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Unlocking Business Growth: A Ten-Session Program to Boost Your Revenue by 10-30%

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High Velocity Radio
High Velocity Radio
Unlocking Business Growth: A Ten-Session Program to Boost Your Revenue by 10-30%
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In this episode of High Velocity Radio, Lee Kantor interviews Vibha Chawla of Focal Point Business Coaching. VP shares how her ten-session coaching program helps businesses boost revenue by 10–30% through mindset shifts, improved communication, and leveraging existing client relationships. She emphasizes reframing sales as service and systemizing referrals with strategic partners. VP also shares a client success story of 400% revenue growth, highlighting the impact of clear processes and client-focused strategies. The conversation offers actionable insights for sustainable business growth without relying on increased marketing spend.

Vibha Chawla is a Certified Business & Executive Coach/Chief Growth Partner with FocalPoint Business Coaching, founded by Brian Tracy. With 20+ years of experience at Pfizer, AbbVie, Capgemini, and BMS, she helps businesses achieve 10–30% revenue growth in just 10 sessions while empowering professionals to accelerate their executive career success.

Her framework is built on three pillars — Clarify, Grow, and Lead — helping organizations and leaders gain clarity, drive growth, and strengthen leadership to achieve measurable and lasting success. FocalPoint programs, based on Brian Tracy’s proven success principles, have trained more than 4 million professionals worldwide.

Connect with Vibha on LinkedIn, Facebook, and Twitter.

What You’ll Learn In This Episode

  • Business coaching and its impact on revenue growth
  • A structured ten-session program aimed at increasing revenue by 10 to 30%
  • Importance of mindset, communication, and emotional intelligence in business success
  • Identifying untapped revenue opportunities within existing client relationships
  • The role of strategic alignment and clarity in achieving business goals
  • Techniques for effective client communication and understanding client needs
  • The significance of continuous client feedback for adapting to market changes
  • Building a referral network and systematizing referrals for business growth
  • The transformative power of coaching in personal and professional development

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.

Lee Kantor: Lee Kantor here. Another episode of High Velocity Radio, and this is going to be a good one. Today on the show we have Vibha Chawla and she is with FocalPoint Business Coaching. Welcome.

Vibha Chawla: Thank you very much.

Lee Kantor: Well, I am so excited to learn about your practice. Tell us a little bit about how you’re serving folks.

Vibha Chawla: Yeah. So my business is about helping businesses increase their revenues and profits. But this year, in 2025, I have been focusing more on helping them increase revenues 10 to 30% with a ten session programs that have come up with.

Lee Kantor: So talk about that ten session program. How’d you land on ten sessions as kind of the sweet spot, you know, in order to, uh, show impact and growth.

Vibha Chawla: Yeah. So focal point Business Coaching is actually a global organization. We have 260 coaches across the globe and we have more than 250 strategies. And I’m trying to remember if it’s 50 or 70 number of modules. And what I was observing with my clients is that there were ten specific things that we were talking about over and over, over and over again that helped them increase their revenue 10 to 30%. So I was like, okay, it seems like all these businesses are struggling with similar things. Why don’t we just, uh, compact that ten session program and call it out as increased business revenue? If they went through that, they are pretty much prepared to increase their revenues 10 to 30%. So, uh, you know, most businesses, they don’t need more effort, right? They need more alignment. So that’s what this ten session system focuses on small strategic shifts to make sure we get the compounded results. So we are bringing clarity to goals, communication and execution. It’s kind of a structured growth. Uh, not necessarily guesswork. So that’s what, uh, the clients start to see the measurable results. Sometimes we have to go a little bit deeper into other things, depending on, you know, what the business is doing. Um, but this ten sessions gives them a framework that will help them increase their revenue.

Lee Kantor: So how long does it take to go through the ten sessions? Is that a weekly rhythm or is it a couple times a week?

Vibha Chawla: Yeah, most people and that’s how I prefer as well. We basically try to do one hour per week over the zoom and um, you know, one hour they have to apply it on their business. So they are changing business, they’re changing things in their business, etc..

Lee Kantor: And then what is, uh, kind of that ideal prospect look like for you? Do you have kind of a, um, idea of the persona of a good client for you?

Vibha Chawla: Yeah. So some of these small businesses, I will put them into the group coaching program. Um, and large businesses basically have their own, uh, group sessions. We group them into ten participants each, if you know what I mean. So it’s all over the range. But whoever wants to increase their revenues, they are stuck. They are trying to grow. Um, I think will be the ideal client. My primary focus has been in technology, manufacturing, pharma and, um, law firms. So those are the four things. But we have had other companies as well that are participating, like a franchise consultant, a leadership coach. Uh, but ideal client would be, I think, um, technology law firm manufacturing and, uh, pharma.

Lee Kantor: Now, how did you get involved in coaching.

Vibha Chawla: Oh, yes. So I was working for pharma, biotech and technology for really long time, I think two decades. And, um, there was quite a lot of strategy planning, technology roadmap planning, budget management, etc. I wanted to get into more, uh, marketing sales aspect of business too. So, I mean, I wanted to help small businesses as well as big businesses. So I wanted to be all spectrum of the businesses. So that’s how I was like, okay, I want to help businesses increase their revenues. What’s the best way? You know, and this is where I met with some people in the focal point, uh, through a franchise consultant. And I really like the culture. And, uh, you know, there are multiple things that we cover in the business. Uh, today I’m just talking about specifically revenue increment, but there are multiple things we do. So that’s how I got in, Um, I left my former job to become a full time, uh, business coach.

Lee Kantor: Had you, when you were working in corporate, did you have the opportunity to work with a coach or is coaching? Was you actually being a coach the first time you got involved with coaching?

Vibha Chawla: No, that’s a good question. No, that’s, uh. That’s right. I hired a coach when I was working for corporate because I was feeling stuck in my career, and, uh, that started to change me a lot more, started to pivot my direction. And we started talking about where do I want my career to be at the end of my, you know, retirement, uh, as I start my retirement. So, yeah, I did work with the coach during the corporate time, and then we pivoted on to, okay, I can make a difference in so many others lives. Uh, that’s how I started. Did.

Lee Kantor: So you saw the impact that a coach can make?

Vibha Chawla: Yes.

Lee Kantor: And was that, um, when you when you first started working with the coach, was that kind of a leap of faith, or did you feel like, okay, this is exactly what I need? Um, because some people are hesitant to, um, you know, hire a coach or use a coach.

Vibha Chawla: Yeah, I think I took I started, uh, in corporate with my internal mentors. Okay. So I think I went through probably ten internal mentors. And one of them then said that. What are you expecting? Do you see that we are going to give you a different perspective. And she kind of opened up my mind. I’m like, yeah, actually everybody is saying almost similar things within the company, right? If I go outside, I may get a different perspective. So she referred me. She was like, I believe you need help. She was my mentor, and she referred me to an outside coach saying that she would provide the outside coach would provide a different perspective. From there, I also hired a business coach. So I went into executive coach. It was a leap of faith, but I was this was coming from my mentor to go look outside coach to get a different perspective. So I kind of believed in it it. I wish I had done that route seven years ago. Right. I would have been at a much faster pace in my career, much faster pace in my business. So yeah.

Lee Kantor: I find that a lot of people wish they had started coaching earlier. That’s a common theme that once they’ve had a coach and they found the right one for them, it’s something they said they a lot of them say that I wish I would have done this sooner than than I did is, um. How did you go about vetting a coach? Like, how do you know when you have the right coach?

Vibha Chawla: Yeah, that’s a great question. For me, I mainly went with whoever my mentor had recommended. I did go out and do some research to see which one would fit my style, but I believe, um, the right coach for me right now. Also, I guess I have a coach now too, with Focal Point, right? I want to work with the person whose style will match with mine. Right. So that’s. And plus they have the expertise. They have produced the results themselves. Or even if they have not produced the results, I guess, uh, they have they match my style and I can trust them. I think those were the two things. Can I communicate with them honestly? Can I talk to them about my ambitious goals. That’s how I had looked at selecting coach for me, and I still continue to do that. I always go with somebody who will match my style, who will work with me nicely, who will fit with me.

Lee Kantor: Now let’s talk about your ten session program regarding revenue growth. When they when your clients come to you and they, um, are are seeking more revenue growth, how do you begin the conversation to kind of create that baseline to see where they’re at so that you can develop a plan that’s going to help them get to where they want to go.

Vibha Chawla: So the first thing we do is, uh, the sales assessment. So I figure out where the gaps are in their skill set. There are about, um, I guess ten criterias. We look at that, we look at also their emotional intelligence. We look at their communication style. So you figure out the gap. It’s a it’s called disc sales assessment. I don’t know if you’ve heard of it, but but that’s what tells us the gap. And based on that we are putting them into, uh, you know, sessions that will help them increase their revenue. But what I’ve seen over and over and over again is these ten sessions are what has helped them increase their revenue. But we still do the communication assessment. We figure out the gaps and continue to emphasize that during those sessions to close those gaps.

Lee Kantor: So it sounds like you’re starting more with a mindset than what a given market opportunity looks like. So you’re starting kind of where they’re at just from a mindset standpoint, before you even address kind of the nuts and bolts of the business.

Vibha Chawla: Yeah, mindset is big as well, right? Because your business cannot outperform your current mindset. So that’s where things start to change. Yes. Mindset is also one aspect of things. It’s not all of it, but we are. We are looking into communication. We are looking into their emotional intelligence. Uh, we are looking into all of their skills, how good they are in the, you know, first impression, how good they are in terms of qualifying, closing. Uh, but yes, we do cover that mindset too.

Lee Kantor: Because if you don’t get that right, that could be a limiting, uh, issue going forward. Right? If they can’t, if they don’t really believe then that how can they achieve?

Vibha Chawla: Yes, yes. Mindset is definitely before any process or method because that’s where actually real growth begins. I was actually talking to my coach yesterday and he said the same thing too. He’s like mindset, confidence, competence. Those are the key factors, right? Without that, there is uh, it’s impossible to achieve your results.

Lee Kantor: So now once you kind of help them and coach them up when regarding their mindset, where do you kind of find these maybe untapped opportunities or places where they’re they’re not maximizing some of the things that they have going on currently?

Vibha Chawla: Yeah. So untapped opportunities are generally being invisible. Uh, sometimes they forget about their client side is the where we had seen the gaps, where the neglected clients unasked referrals and, uh, not tracking the results. So one of my clients actually grew revenue 400% by systemizing the referrals and following up consistently. So hidden revenue is not just in the market, right? It’s inside the business, but it needs to be more organized and structured.

Lee Kantor: So you find that a lot of times maybe, um, I don’t want to say they forget, but maybe they take for granted some of the existing assets they have or relationships they have, and they’re just not kind of reminding folks enough about what they do or some new thing they do, and that there’s a lot of kind of opportunity just in your current situation.

Vibha Chawla: Yes, yes. I mean, yeah, some of the clients are either we are not asking for referrals and sometimes there were some issues about the customer experience and we had to improve that customer experience level. That was a little bit deeper dive and we went sideway from those ten sessions. But we found out that there were some gaps in the customer experience. So we had to cover that to make sure that customers are feeling satisfied and then asking them for referrals. Does that make sense?

Lee Kantor: Yeah, absolutely. Because I mean, I think that a lot of times people are always searching for the new instead of just Delivering a surprise and delight service with their existing clients. Like if you just ask your existing clients, what would you like us to do more of? Or do you know anyone else that can help that we can help? You might be surprised that that’s a lot easier to, um, to get some wins that way as opposed to, you know, running Facebook ads and hoping some stranger is going to try you out?

Vibha Chawla: Yeah, absolutely. So in this specific program, we are not talking about any advertisements at all. It’s mainly without spending any marketing expense. So it’s mainly through I mean there are multiple other sessions, but one of the sessions talks about, uh, you know, how to get referrals from champions.

Lee Kantor: So now do you mind sharing some advice when it comes, like you talked a lot about communication and the importance of clear communication. How would a business owner or entrepreneur use clear communication as a way to increase revenue?

Vibha Chawla: First of all.

Vibha Chawla: I think a lot of customers of ours, they don’t speak client language, right? When we start working on and looking and hearing a little bit more, uh, client speak, you can use that same language to be clear about. Yes. This is the exact problem we are trying to solve. Sometimes they speak their own language and there comes a disconnect. Although in the implementation of things there is not disconnect. But, um, that’s where I believe we need to align more in client’s language. So being clear.

Lee Kantor: So how do you help them kind of get the language right. Like do you, do you, um, recommend they talk to clients, you know, record it so you can hear the words the clients are using. Like, how do you help them? Because they might think they are talking the client’s language. But a lot of times, to your point, they’re talking their own language and the clients kind of going along for the ride, but they’re not using the same words maybe that the client is using.

Vibha Chawla: Yeah, absolutely. Uh, they basically we help them figure out what’s their ideal client like. Right. And we recommend them go out and speak to your ideal clients and get some feedback. And yeah, they can record it. I’m not sure if they’re allowed to record it, but regardless, I think the process is the same. They are interviewing their ideal clients to get the feedback, understand their pain points at least 5 to 10 of them so they can understand the language, depending on, I guess, how big is their client. Sometimes the clients are really big too, but we definitely recommend meeting with 5 to 10 ideal clients and come up with that language and hear them more often. And this this is a process, right? It takes sometimes a long time as well. But being clear, um, when I was talking about the communication, it was more about matching your style with others. It’s about the disc. Um, you know, some people are highly driven, some people are high influencer. They are steady compliance. That’s what I meant by, um, matching your communication style and being clear about your goals. That makes sense.

Lee Kantor: Yeah, it makes sense. And, um, but to get back to the maybe the disconnect between what an owner might think a client is saying and what they are actually saying, there might be a way to improve clarity there, because I, I’ve met with a lot of owners where they when they started the business, their client was one thing and had a certain need, but maybe over time that shifted. And then the owner is still communicating as if things didn’t shift. And they’re not really kind of on top of how the market has changed or the needs of their clients have changed.

Vibha Chawla: Yeah. Interview your clients. I think that’s the best way to get across that right. Continue to get that feedback. Um, in the customer experience also, we ensure that every time you’re delivering a service, every time you’re delivering a product, continue to get the feedback and at the same time continue to hear from your clients, continue to interview them and see what are their pain points and how can you solve them.

Lee Kantor: Now, is there a story you can share that maybe illustrates what it’s like to work with you? Um, don’t name the name of the client, but maybe share the challenge that they had before they started working with you, and how you were able to help them get to a new level?

Vibha Chawla: Yeah, absolutely. So I’m thinking about one of the clients, and they were running the business for about three years. Um, the business owner came to me and said that I am. I’m not sure if I can continue with this less revenue forever. Right. So the revenue was kind of stuck. They were growing, but not at the pace that they can survive or be happy about it. So what we did there is we did the assessment of the overall business and then figured out there were some gaps in the sales in their closing skills. So I put them into the group coaching program where they learned, uh, the, you know, the overall sales skills. They went through the ten sessions and, uh, the business owners started to see increment in their revenue. I think he went, uh, up to 400% or even more. It was mainly, I think, the gap that we were finding out was in terms of conducting a sales, um, she was going out and, uh, trying to close the sale versus figuring out or identifying the problem. So how we shifted that is, instead of going out and selling, mainly determine the problem of the client, determine their pain point, and then talk about your product or services instead of just talking about your services. So that shift made quite a lot of change in the sense that, uh, overall closing skills went up very high and she was able to thrive that business. And now she can continue on for a long time. Right. So so that was an example of, uh, where the business owner saw the increment in 400% revenue, mainly by changing and shifting their thinking to identifying problems, solving those problems. Secondly, you know, working on their sales process, sales script and asking for referrals. I think those were the three things that we had close the gaps on. And, um, yeah, the business was thriving very successfully there. It is more about discipline, right? Discipline, focus, follow through, discipline, about discipline, of asking the problems rather than just continue to say, hey, my service is great, just buy it. Just buy it. That makes sense.

Lee Kantor: Yeah, I think that when it comes to sales, a lot of people well, maybe subconsciously really don’t enjoy sales or don’t feel good about sales and that style where you’re asking questions and you’re trying to see if you can help and lead with service. I think that makes people feel less icky when it comes to selling. And then if you can reframe selling to helping and then just trying to be useful. Um, I think that everything improves. Now, you don’t feel bad. You look forward to it. You want to help people, and then you are really just trying to help them, and hopefully it’s with you. But if it’s not, that’s okay too. You’re just trying to help. Yeah.

Vibha Chawla: Absolutely.

Lee Kantor: Now, is there something you can recommend? Is there a small first step that a listener can take right now to start seeing results? Is there something that comes to mind that a listener right now could do that might be beneficial?

Vibha Chawla: Yeah, absolutely.

Vibha Chawla: I think, uh, one thing that has helped, uh, my clients over and over again and again is systemize your referrals. A lot of people meet a lot of contacts and a lot of connections, a lot of friends, but they don’t systemize how to reach out to the referrals, how to make sure they are staying on top of their head. So I would say build a power team 5 to 7 strategic partners who your ideal clients, but don’t compete with you, and then continue to build that network and continue to ask for referrals and give referrals to right. It’s a givers gain. Give referrals. Ask for referrals and continue to build that team. But do not forget them, right? If they are your strategic partners, if they are your referral partners, continue to work with them. Definitely systemize. How often are you going to do it? How often are you going to meet? How regular are the are the meetings going to be, or how regular are the emails going to be? So that’s what I would recommend. Systemize your referrals.

Lee Kantor: Systemize measure, and then make sure everything’s you have to check in to make sure everything’s going as you planned.

Vibha Chawla: Yeah, absolutely.

Lee Kantor: Now, if somebody wants to learn more and have a more substantive conversation with you, what is the website? What’s the best way to connect?

Vibha Chawla: Yeah. So my website is.com, or you can even go to dot sales or they can contact me on my phone (847) 916-7230. So yeah, they should be able to get that information.

Lee Kantor: And your name is spelled v I b h a h a w l.

Vibha Chawla: That’s right.

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

Vibha Chawla: Thank you so much for having me. I really appreciate it.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on High Velocity Radio.

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

From Engineer to Entrepreneur Coach: Taking Control of Your Career

by

High Velocity Radio
High Velocity Radio
From Engineer to Entrepreneur Coach: Taking Control of Your Career
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In this episode of High Velocity Radio, Lee Kantor interviews Julian Reid, a Career Ownership Coach™ with The Entrepreneur’s Source, helping professionals and executives explore career possibilities and business ownership opportunities, including franchises. With a background as a nuclear engineer on U.S. Navy submarines and leadership experience at Fortune 500 companies like Ecolab, UPS, and International Paper, Julian combines technical expertise with business development skills. An award-winning coach, he guides individuals in aligning their lifestyle and financial goals with franchise ownership, empowering them to take control of their careers.

Julian Reid, a Career Ownership Coach™ with The Entrepreneur’s Source, is dedicated to helping people assess their career possibilities and dreams. His specialty lies in guiding professionals and executives through the exploration of business ownership and franchise opportunities.

He began his career as a nuclear engineer, working on U.S. Navy submarines. Leveraging his engineering and organization management background, he then sharpened his leadership and business development skills during his tenure at Fortune 500 companies, including Ecolab, UPS, and International Paper.

Today, he serves as an award- winning coach; recognized for helping professionals address their lifestyle and financial goals through franchise business ownership. Julian is an alumnus of Georgia Tech, with a Bachelor of Chemical Engineering degree.

Connect with Julian on LinkedIn.

What You’ll Learn In This Episode

  • Award-winning coach guiding clients to align lifestyle and financial goals through franchise ownership

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.

Lee Kantor: Lee Kantor here. Another episode of High Velocity Radio and this is going to be a good one. Today we have Julian Reid, who is with The Entrepreneur’s Source. Welcome, Julian.

Julian Reid: Hello. Great to be with you.

Lee Kantor: Well, I’m excited to learn what you’re up to. Tell us a little bit about the entrepreneur source. How you serving folks?

Julian Reid: We we are a career ownership coaches. And as a franchise organization of about 250 coaches, we work with professionals and executives who are in a career transition and want to explore something outside of corporate life as specifically, we help them look at business ownership and even more particularly, a franchise business ownership. And they may look at it either as a career change or an investment as a side gig to their existing corporate career, or potentially both. And in doing that, we first do a lot of education, a little bit of building awareness and then take them through a series of assessments to help them determine not only whether they’re great candidates and really have the great aptitudes for business ownership, but whether or not there are some great fitting franchises to match some of the key criteria they would look at in terms of becoming business owners. So our service is complimentary, much like an executive recruiter. You know, an executive recruiter is typically compensated by a third party, and I’m compensated the same way. So when I work with people to explore business options and business opportunities, my services are complimentary.

Lee Kantor: So what’s your backstory? How’d you get involved in this line of work?

Julian Reid: Lee I’ve been with the Entrepreneur source as a career ownership coach for 13 years now. Uh, I was originally educated, uh, years ago as a chemical engineer from Georgia Tech here in Atlanta, uh, and worked a number of, uh, years, about 16 years in the pulp and paper industry, nuclear power and a few other technical fields. But as I, uh, gained leadership experience, management experience, I’ve learned a great deal about, uh, business, um, and an MBA and determined that, uh, you know, I might want to go more toward the business route and as, uh, as I kind of went that direction, it eventually got me to the point of where I am today, which again, is, uh, a career ownership coach with the entrepreneur source.

Lee Kantor: So you’re you went right from chemical engineering to being a franchisee?

Julian Reid: Uh, essentially, yes. I was a site manager for a fortune 300 chemical company. They merged with a fortune 200 chemical company. And when that happened, as as many of my clients and, uh, some of the things that happened to happen to them if they’re merged out of a career position or professional job. Um, I was without employment, and so I started looking at franchising. And one of the things that, uh, that happened there is I said, you know what, uh, this is I wanted to be my own boss and kind of run my own show, and this was a great way to do that. So that’s a little bit about how I got here. But it’s it’s not uncommon for many people to go and leave corporate life for a variety of reasons. And at that point in time, explore business ownership.

Lee Kantor: Now, when you kind of made the decision that you were going to explore business ownership, um, and you decided, I’m going to, uh, become a franchisee, how did you narrow down which franchise to choose? Um, because there are so many in so many different industries.

Julian Reid: Well, that’s a great point, Lee. Uh, there literally in North America, probably 4000 franchises. And my first foray into franchising was an exploration back in the late 90s, and you may remember a business franchise called mailboxes, etc..

Lee Kantor: Absolutely.

Julian Reid: Okay, mailboxes, etc. there’s a long story there, but it eventually became what we now know as the UPS stores. And so that was my first introduction to franchising what it was all about. And one of the things that attracted the idea to me back then, even though I didn’t move forward at that time, was the fact that, you know, I wanted to run my own business, but I did not want to invent it. I really didn’t have the next iPhone idea, or the great entrepreneurial dream, or didn’t need a patent lawyer to invent the next iPhone. Um, I just knew that I wanted to be a business owner. I had learned some good business skills by that time. Leadership, management, operations. I had some, um, uh, a little bit of background and some financing and funding. So I said, you know what? I want to take those skills, but it really doesn’t really matter what vertical I go into, and particularly since I was working in in heavy smokestack industries, I’m certainly wasn’t going to find a franchise business there or any kind of a small business there. But what attracted me to franchising is the fact that you’re looking at proven and time tested business models. And when you start to evaluate some of the different things there, and I always share with clients, there’s seven key differentiators between, you know, a small an independent small business and a franchise small business. And I just saw the franchising route as a much better route for me to go as a first time business owner, because it was such a great way to mitigate risk. And if you’re going to go into business ownership.

Lee Kantor: So what are those seven differences?

Julian Reid: Well, there’s I’ll start with, uh, just very quickly talking about six of those and then I’ll make I’ll spend a little bit more time talking about the seventh, because perhaps it’s even more important. But when you’re looking at wanting to become a business owner of franchise business ownership versus small business. One of the key things that you see right off the bat is the proven business model. So these business models are not only proven and time tested, they’re typically fairly simple. And that proven business model is not just a cliche because for example, when you go to the bank and you want to get a business loan to start a new business, well guess what? They want you to provide a business plan, a marketing plan, and all kinds of, uh, of of documentation on exactly what you plan to do. And assuming that you even could get approved for a business loan. In that sense, there’s a lot of, of, uh, tedious work that has to be done to make that happen. In contrast to that, if you want to go to the bank and you say that you want to open a particular franchise business, if that franchise business, for example, happens to be on the SBA registry, well, that makes getting an SBA loan or for that matter, any other kind of business loan, a much easier your prospect because bankers and lenders have a track record with many franchise businesses. So that simplifies the equation of getting a loan. And that’s why the proven business model is a great.

Julian Reid: Number one reason in terms of contracting franchising with independent businesses very quickly. Also, there’s there’s built in franchise or training that you’re going to be getting when you start a franchise on number three documentation in terms of operations manual, training manuals and other things that go along with that. Um, an established brand is another one because you’re going to start off with a name, a logo, and you won’t have to reinvent any of those wheels. Um, you’ll also be getting a lot of continued and support from not only initial training from your franchisor that you’re partnering with, but ongoing training, including, uh, sort of monthly webinars and things like this to impair, uh, meetings, peer performance groups and so forth to kind of help you keep sharpening the saw. As a business owner. Also, there’s collaboration built in collaboration within a franchise network. Most franchises have annual meetings and conferences where you’re going to be getting together and talking about new products and services. A problem solving, great ideas and all of these kinds of things. And not to mention the fact that they’re great social relationships and you build great friendships with your fellow business owners in that franchise network. So those are six quick ones. The seventh one is the fact that franchise business ownership is regulated by the Federal Trade Commission. And your first thought might be, well, big deal. What does that mean and why should I care? And the fact of the matter is that it is a big deal, because before you invest a dime in a franchise business, that franchisor must disclose to you a great deal of information, and they must do that in the form of a legal document that legal documents called the the PFD, Ph.D., which is an acronym for Franchise Disclosure Document.

Julian Reid: And in that document, they have to give you a great deal of detailed information regarding your initial investment level, ongoing expenses, the things that you’re paying for that perhaps you might pay to the franchise, or that you might instead be paying, uh, outsourcing to vendors or suppliers. Instead, you’ll pay some of those kinds of expenses into the franchise or to do those things for you, typically at at a cost effective rates for because of purchasing power and economies of scale. Uh, the other thing that you’ll be able to see, typically with the franchise and that franchise disclosure document is a financial performance history of that franchise network, and then also the contact information of all the other franchisees in that system. So because you’re going to be getting that information on the front end, it goes a long way in mitigating not only your perceived risk, but your real risk in terms of moving forward into any franchise business. And so before you move forward, you’re going to have a great deal of information to work with. So again, those are sort of six actually seven different key differentiators between an independent small business and a franchise business operation.

Lee Kantor: Now when you’re talking to people that are considering this, do some people have maybe a misconception that a franchise is kind of like an ATM machine, that I pay for it, and then I’m going to get money guaranteed out of it because it’s it still is business ownership. You still have to generate business. The franchise might give you systems, it could give you training, but ultimately it’s on you if a client comes through your door. Right?

Julian Reid: That’s absolutely true. Leigh. This, uh, what’s the name of the franchise? The franchise business model is just that. It’s a model. And I tell people all the time, you know, the old adage about, uh, residential real estate, what are the three most important factors in and residential real estate location, location, location and location. And I’ll tell people all the time the three most important factors in franchise business ownership the owner, the owner and the owner. It’s because, again, a proven and time tested business model isn’t going to do anything for you if you’re not running the business the way it’s designed to be run. So yes, you’re going to be getting a recipe book, if you will, owner training manuals, operations manuals, and a great many tools to run that business effectively and successfully. But you do need to follow that that model and move forward with it. Some franchise business models are designed for a more semi absentee posture, you know, for the owner. But you’ve got to be careful with that, because even if you’re going to have that kind of a of a model, you’re still going to have to hire a sharp GM to run that business for you. If you, for example, want to keep your corporate or your professional job. So, uh, so that is certainly something to keep in, keep in mind. But you are you are precisely correct. You absolutely must, uh, run the business model as it is designed. And that is, frankly, about the only only requirement for success, because we are talking about proven and time tested business models.

Lee Kantor: Now, um, when you’re talking to the people that are interested in this, is it. Um, are they typically people like you? They were just laid off, and now they need they need to get a second job. Or is it some people that are retired that maybe just want to stay connected to the business community or the community and they want to, you know, uh, do something like that? Um, or are they kids of people like, um, what is that ideal, um, prospect look like for you?

Julian Reid: Uh, Lee, all of the above. Uh, I this is a great question, by the way. And I hear that question quite often because people kind of want to know if they fit the mold for being a business owner. Well, I help them with that again with some assessments, but if you wanted to kind of understand the profile of the types of people I work with, I always use the acronym Fred f r e d the, you know, the the name Fred and F is for frustrated. I have a lot of people that I work with, clients that are frustrated with their job, their boss, their company, their industry, their hours, their paycheck, their travel. You know, they’re just they’re just frustrated. And they’re just they just don’t see a way out of some sort of a, a spiral that they’re in with any one of those categories, and they’re ready to move on to do something else. Um, the R in Fred is for people for people that have retired recently. And I’ve I’ll give you an example of somebody like that. I, I’ve, I’ve worked with UPS executives in the past, uh, here in the Atlanta area that have retired, uh, taking early retirement packages and so forth. And one of them told me one time he said, Julian, I cannot play golf eight hours a day.

Julian Reid: I need to do something else now. Keep me in. Keep in mind I don’t want to be traveling or working 60 or 70 hours a week anymore. But what can you give me to do that would be involved in business? And maybe something that I can can hire a GM or get my son or daughter to run, and I can mentor them or or work with a young GM or, and sort of interact with vendors or suppliers or customers, you know, once in a while or part time, you know, what can we do there? So by all means, they want to diversify their retirement investments, uh, which are somewhat passive with an active investment. And business ownership is an active investment where you can turn some knobs and dials. So yes, I work with some recent retirees who, who, uh, are great candidates for business ownership. Um, next is E the f and the f r e. And and Fred is for entrepreneurial and that’s whether people have ever, actually ever acted on their entrepreneurial spirit or not. I work with people that just really are, uh, you know, cut out of the cloth and have great aptitude for business ownership with all the leadership, management skills and a few other things that make them ideal to to kind of run their own show.

Julian Reid: And they’re just really wired that way. So I work with those kind of people, whether they’ve been down that road or not, people that are just entrepreneurial naturally. And the D in Fred is for downsized. Anybody who’s been laid off or furloughed or downsized or merged out or, you know, chased out of a of a job for any reason. Obviously, I work with those people who, who, uh, maybe have aren’t on a they might even be on a parallel path talking to some recruiters and doing some interviews. I’m happy to work with those people on a parallel track to investigate the whole idea of business ownership, and whether or not that would be a better route for them to go. And I kind of coached them through the pros and cons of both potential paths, depending on what their real goals in life are, which are typically going to be lifestyle goals, and then having the means and the financial wherewithal to support those lifestyle goals. So that’s that’s the approach there. So Fred is a typical good candidate frustrated, recently retired, entrepreneurial or downsized.

Lee Kantor: So if Fred comes up to you and says, hey, um, I’m recently retired and I’d like to learn more about this business ownership, you mentioned kind of this free career coaching, career ownership coaching that you do. Can you explain how that works?

Julian Reid: Yes. Um, generally what happens is I when I get a, when I am approached by or connect with someone who wants to explore either a career change or the whole idea of business ownership. And in particular, we’re going to talk about franchise business ownership. I begin with, uh, instead of being like an executive recruiter who’s going to try to take your, uh, you know, a sort of a, a square peg job order and take a round, a round hole where, where you’re you’re the job really isn’t going to fit you. I kind of work in the opposite direction. I start with the individual, I start with the professional or executive. And we look at three things. Number one, we’re going to look at your lifestyle requirements and preferences. If you’re going to do your own gig, then by golly, you should do it on your own terms. So we start with that. You know, for an example of a lifestyle requirement or preferences, you know, where do you live? And if you if you’re living where you want to live, then great. But if you’ve ever thought about relocating and all of a sudden you’ve lost your job and you want to move closer to your parents, or closer to your kids, or closer to your grandkids, well, now’s a great time to do that. That’s a that is a lifestyle preference or a lifestyle goal.

Julian Reid: I’m happy to work with people on those things, and you should certainly do that if you’re going to own and run your own business. Number two, it’s your financial goals. We’ll talk about that. For some people, it might be just replacing an income for somebody who’s retiring or recently retired. It might just be something to augment or complement their existing retirement investments. Again, many of those if they’re stocks, bonds, mutual funds, uh, you know, perhaps those are more passive investments, whereas business ownership can be an active investment where you can actually have some input to move the needle. Uh, somewhat. So. And of course, with business ownership, it’s not just about income. It’s also about building equity. So, you know, those are those are possibilities there. So some people, you know, if they’ve just been let go, they’re looking to replace an income. If a retiree, they might just be looking to supplement or augment their retirement. Then I have other people who are highly ambitious and they want to build an empire. And of course, in franchising you can actually do that because scalability is a real possibility with franchising through additional territory for a service based model, for example, or if it’s a storefronts or brick and mortars, you’ll oftentimes see, you know, multiple locations out there and many people owning multiple locations.

Julian Reid: I mean, I know a guy who owns, you know, 19 of these forts, cliffs franchises, and he didn’t start with 19. He just started with one. But again, scalability is a big, uh, a big deal with, with, uh, franchise business ownership. And so those are the first two, uh, again, lifestyle requirements and preferences. Number two, financial goals. And number three, it’s your transferable skills. Now fortunately, again in franchising we’re talking about not only proven and time tested business models, but fairly simple business models. So if you’ve been in a career where you’ve had leadership roles, management roles and perhaps operations or accounting or sales or marketing, you know, all of those are transferable to almost any vertical industry. And those are the kinds of skills, as a business owner, you want to be transferring because when you own a business, you need to be thinking, um, certainly medium to long term. You need to be thinking strategically. And it may be tactically where you’re going to be wanting to work more on the business and not so much in the business. So. So my process starts with with helping people do that again. It’s complimentary again, much like an executive recruiter. But that’s that’s where we start with those three things lifestyle requirements and preferences. Number two financial goals. And number three your transferable skills.

Lee Kantor: Now how do you help them whittle down, uh, the choices, uh, because I think a lot of times if people aren’t familiar, I host a show about franchising. So I know a little bit about it. And I’ve interviewed hundreds of franchisors and franchisees. There are franchises for pretty much anything. I recently interviewed somebody that that is the franchisor of a crime scene cleanup franchise like that probably isn’t in most people’s consideration set when they’re thinking about, oh, I can own a business like they might be thinking about, you know, some sort of food or yogurt or something that they’ve seen at a strip center. But there are, I would say hundreds, at least hundreds, maybe thousands of choices when it comes to franchises.

Julian Reid: Absolutely. Again, there’s probably 4000 franchises in North America now. I wouldn’t, you know, I would I would say that, uh, certainly among the ones that are the most popular with the widest networks are in the hundreds. And to your point, they’re in a wide variety of industries. Uh, those industries range anywhere from from light manufacturing to retail, uh, B2B business to consumer business to business. Uh, in the service sector, there’s labor services, there’s professional services, uh, there’s like manufacturing That just goes on and on. And I work with with over 260 different, uh, franchise businesses and about a little over two dozen different industries. And I oftentimes tell my, my clients that I’m starting to work with them. I’m going to be trying to find things that fit the criteria that we discussed, you know, earlier. And in so doing, I’m a little bit less concerned about finding the vertical industry. Having said that, I’m certainly looking for something that’s going to be recession resistant. I do not want to be putting my clients into the next blockbuster Video. You know something that’s here today and gone tomorrow. If there’s a franchise I think you mentioned, I’m familiar with one in that particular space. And you’re right. Um, you know, a lot of people wouldn’t think about going into a business like that.

Julian Reid: But what you want to look at is something that’s going to be, uh, again, recession resistant, that’s going to have a lot of other potential characteristics, uh, that some people want to look for more than others. For example, maybe, uh, some people are trying to replace an income quickly, so they might want to look at something that’s that, uh, has a low overhead on the front end, gets to break even quickly and has nice margins. Well wasn’t it. What are some examples of those? Well, look at things in the service sector. There are many service sector franchises that you can actually start running those from your home office. Uh, you know, and instead of having a brick and mortar or retail location where you’ve got to either go find the real estate or build a building or get a longer term lease and then build it out. And then before you know it, you may have invested in all of that, but but that’s a that’s a big time line between getting a building and build out an inventory and training and everything before you ever make your first dollar. So that’s that works for a lot of different, uh, you know, people and depending on their situation. But if you’re looking to ramp up more quickly, you know, again, something in the service sector that you can start from home.

Julian Reid: And speaking of homes, uh, things that, uh, Plumbing, roofing, painting, things that you do to your homes. Those kinds of labor services are the types that have not only short, you know, low overhead, short time to break even and nice, uh, and a great time to, to break even, but also good strong margins. So those are, those are examples of the kinds of businesses that you can get into. So, um, you know, I think that’s a little bit of a long winded answer to your question, but there are a wide variety of things. And when I work with clients, I’m going to work with criteria that, again, are going to be looking at sort of recession resistant industries. And there are plenty of them, but something that’s going to really meet their their income and equity goals. Uh, I’ll speak briefly to the equity goals. For example, there are some real estate types of models where you’re going to not only invest and really build equity in a business, but potentially in the commercial real estate. If it involves a building and some people will will buy the the building as a commercial real estate investment as well. So those are those are just some examples.

Lee Kantor: So is there a story you can share that maybe illustrates how you work with somebody? Explain. Don’t name who they are, but maybe share the challenge they came to you with and how you were able to help them get to a new level.

Julian Reid: Sure I was. I’ll give you an example or two. I was working with, uh, a former ibmer, and he had gotten to the point where he was tired of corporate life. He was tired of his travel. Um, he didn’t particularly feel like his authority was matching his responsibilities and his accountability. Um, and he said, you know what? I, I know a lot about business. I’ve got an MBA. And by the way, I’ve been a director level and, you know, not, uh, almost, almost a VP level. But the practical matter is I, I’ve, I just don’t want to do this anymore. I don’t want to talk to any recruiters. I want to become my own boss. So show me some things that I can do. So I. I worked with him, sent him through a series of assessments. Uh, and that’s part of what I do with all of my clients that I work with. We include the desk. We really spell out their goals along those three items that I talked about earlier, and then identify some of these lifestyle things that they want to address as well. And so in the particular case I’m thinking of, I showed my client three different business models and one of them immediately resonated with him. It was a model that was in the, uh, the sort of, uh, professional executive leadership and management coaching arena. And this franchise is well renowned. It’s a global franchise that trains professionals and executives on leadership and management, types of skills and practices. Uh, a lot of fortune 500 multinational companies have used this particular franchise business in their training of their not only their the people that they’re grooming for advancement, but for their middle management and even higher Hire and build collaborative groups within their their organizations to to subscribe to this type of leadership training.

Julian Reid: Uh, this gentleman was in Roswell, Georgia here. And he said as he got deeper into this, he said, you know what? That’s not big enough. And so he was, uh, he sold his house in Roswell, and he moved to San Diego, California, because he didn’t just want a single franchise. He loved this business model so much that he bought the area development rights for all of Southern California. And he moved out to San Diego, became the area developer, which is sort of a higher level licensing, franchising. And essentially he was able to sort of build the franchise by adding individual franchisees underneath his umbrella, if you will, and the different parts of Southern California. And in return for being an area manager, he did the, the, um, the development and the onboarding of the new franchisees out there at the local level, continuing training and so forth. All the co-marketing that went into the business. And so doing so it was a major, major investment for him. That’s exactly what he wanted to do. Three years later, he was franchisee of the year for that entire franchise network and really going gangbusters. So it was just a dream fit for him. Um, and I’ve had similar cases like that where again, to fit people’s particular goals, sometimes they might start a certain direction and then after they get into discovering more about themselves through this, this process of discovery, they might actually tweak or change their own goals in this case, in this gentleman’s case. So much so that he moved to California, but as a lifestyle change, um, and I’ve seen that happen with other clients as well.

Lee Kantor: So, so now as part of your go to market strategy, is it do you partner with other kind of do you have strategic partnerships with other kind of trusted advisors?

Julian Reid: Uh, well, I yes, absolutely. I’ve done some local networking over the years. I’m more so these days. I’m well connected within a number of different, uh, LinkedIn groups. I do some webinars. I did a webinar recently for the Georgia Tech Alumni Association, where we had over about 360, about 360 attendees for a webinar that just learned about franchise business ownership as sort of an educational thing, you know, for, uh, for the alumni there. Uh, I have, uh, recruiters, executive recruiters who reach out to me saying, you know what? I’ve got a client that I’ve been working with him, and he’s, uh, you know, he’s he’s decided that he just doesn’t want to bother with the corporate thing anymore. He’s he’s been debating on whether or not to retire or go back to work. He he took the early retirement package. And, you know, I can’t I just I don’t think he wants to work with me anymore. But Julian I think he would he would like he’d like to work with you to see if there’s some sort of maybe semi absentee ownership models out there. So yes, I’ll collaborate and I’ll, uh, as sort of my, uh, part of my network are executive recruiters, and I’m happy to work with them with their situations that they’ve got clients that I can help. So so yes, those are just some examples of where people reach me and find me, uh, to to explore this whole idea of business ownership and in particular franchise business ownership.

Lee Kantor: Well, if somebody is interested in learning more, have a more substantive conversation with you. Uh, what is the website? What is the best way to connect?

Julian Reid: Well, I’ll give you the website. And then if somebody if people are missing a pen and pencil to write this down, I’ll give you maybe a second way to reach me. That may be easier to remember, but the the website is my first initial last name. And then uh. Com so I’ll spell that out quickly. Uh, my first name is Julian, so it’s j r e I’d read is my last name, so j r e d dot e source coach e s o u r c e c o Com. Uh, so that’s uh, j.com, but if you can’t remember all that, you don’t have something to write with. I would say just if you’ll Google me or look me up, search me on LinkedIn. It’s Julian j u l I a n and my last name is spelled read r e I’d. And I’m here in canton, Georgia and uh, probably going to come out pretty high in the search. Uh, I’m very active on LinkedIn, so it shouldn’t be difficult to find me there.

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

Julian Reid: Thank you. Lee, I enjoyed my time with you today.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on High Velocity Radio.

Sweetening the Future: Leadership and Innovation with Kash Rocheleau

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High Velocity Radio
High Velocity Radio
Sweetening the Future: Leadership and Innovation with Kash Rocheleau
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In this episode of High Velocity Radio, Lee Kantor interviews Kash Rocheleau – CEO of Icon Foods, a Portland-based leader in clean-label sweeteners and functional ingredients. Rising from executive assistant to the C-suite, she brings a rare blend of resilience, strategic clarity, and people-first leadership. At Icon Foods, Kash guides global brands through the complexities of sugar reduction, supply chain volatility, and regulatory change — all while championing innovation, transparency, and strong customer partnerships. A passionate advocate for women in leadership and resilient organizations, Kash offers candid, insightful perspectives on business, operations, and the future of food.

Kash Rocheleau is the CEO of Icon Foods, a Portland-based leader in clean-label sweeteners and functional ingredients. Rising through the ranks from executive assistant to the C-suite, Kash’s journey is a powerful example of resilience, vision, and people-first leadership.

Under her leadership, Icon Foods has become a trusted supply chain partner for brands ranging from emerging innovators to global CPG companies, providing natural sugar-reduction solutions like stevia, monk fruit, erythritol, allulose, and custom sweetening systems. Kash is known for balancing the hard realities of tariffs, supply chain volatility, and regulatory changes with a deep commitment to innovation, transparency, and customer partnership.

Her leadership style is rooted in trust, accountability, and impact. Whether she’s motivating her team internally, navigating complex trade policy externally, or working with formulators to solve tough product challenges, Kash leads with the belief that finance and operations aren’t just back-office functions — they’re engines of growth and clarity.

Outside of her role at Icon Foods, Kash is a strong advocate for women in leadership, transparent supply chains, and creating resilient organizations that can thrive in uncertain times. She brings both candor and inspiration to every conversation, making her a compelling voice on business, leadership, and the future of food.

Connect with Kash on LinkedIn.

What You’ll Learn In This Episode

  • Her journey from executive assistant to CEO and the pivotal experiences that shaped her leadership approach
  • Her strategies for navigating tariffs, global trade policy, and supply chain volatility in the food ingredient sector
  • How she helps brands balance clean-label expectations with taste, functionality, and commercial realities
  • Her leadership philosophy for keeping teams motivated and aligned through uncertainty and industry shifts
  • Her perspective on the emerging opportunities and innovations shaping the future of clean-label sweeteners and functional ingredients

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.

Lee Kantor: Lee Kantor here. Another episode of High Velocity Radio, and this is going to be a good one. Today on the show we have Kash Rocheleau and she is the CEO with Icon Foods. Welcome.

Kash Rocheleau: Hi. Thank you so much for having me.

Lee Kantor: Well, I’m excited to learn what you’re up to. Tell us about Icon Foods. How you serving folks?

Kash Rocheleau: Yeah, we’re an ingredient distributor at its core, and we work in a very niche sector of the industry. We work in the clean label sugar reduction space. So we work with CPGs that are looking to either expand a additional product line that has no added sugar or reduced sugar, or work with them on their current lines, and reducing sugar or eliminating sugar with natural alternatives.

Lee Kantor: So do you mind educating the listener a little bit about what’s out there when it comes to sweeteners?

Kash Rocheleau: Yeah, I mean, there’s a lot of different options out there. What we do predominantly is natural. So naturally derived through, um, either fermentation, um, typically fermentation processes. Um, but there are also chemical based sweeteners on the market. Um, and we work we work to get those out as well.

Lee Kantor: So when you’re saying clean, how are you defining clean?

Kash Rocheleau: Clean is naturally derived. So the ingredients that we’re working with are, um, stevia, monkfruit, allulose, erythritol. And then we’ve just gotten into fiber. So something that you can take in nature and get through usually a fermentation process to get to that instead of being made in a lab.

Lee Kantor: But things like sugar or honey, those are natural, right?

Kash Rocheleau: Those are natural. Um, I mean, it just depends on what you’re looking at. Sugar, we believe, is a leading cause to metabolic disease. Um, and it science has shown that there that it is proven to have caused or attribute to a lot of the diseases that we’re seeing, um, in modern day.

Lee Kantor: Now, is that the actual sugar itself or is that what people do to it to make it, uh, so that you can use it in food manufacturing?

Kash Rocheleau: That’s a good question. I would say refined sugar. So when when I talk about sugar in a negative connotation, I’m looking at it as like high fructose corn sirup. We’ve done something more to it to, um, to, to create some of the negative things to it. But sugar at its core is very addictive, whether it’s fully natural or has been processed further. It is it is highly addictive. And I think that’s where, um, that’s where manufacturers or CPGs like to lean into it, because we come back to their products over and over again. Um, and sugar is very cheap, to be honest with you. So it’s an easy input. Um, a lot of times sugar is known as the sweetener, but sugar is also a binder. Um, it’s also a filler, and it also participates in some chemical reactions. So when you think about, um, like cookies, that caramelization, crispiness on the edge is called Maillard. And it’s when heat and sugar meet, you start to get that browning. There’s very few ingredients that participate in in that chemical reaction and other chemical reactions that, um, that sugar do.

Lee Kantor: So now when you’re using some of the other sweeteners like stevia or monk fruit, do they not have any of those kind of negative, uh, things that you negative attributes you mentioned that comes with sugar.

Kash Rocheleau: Some people will say yes. I think that, um, stevia, one of its pitfalls is, is taste. Sometimes it can have some some off notes. The where stevia has come in the last decade has it’s been a long way. I mean, when you look at the first grades of stevia versus, you know, the rhythms that we’re looking at today, very different, a lot cleaner. Um, but the challenge with stevia in comparison to sugar is stevia is a high intensity sweetener. And so it’s, you know, 150 to 200 times sweeter than sugar. So replacing it 1 to 1 is really impossible. Um, you have to kind of use a, um, like erythritol or allulose. Cellulose does do that caramelization process. Um, but some of these naturally derived sweeteners do have GI impact if if used in excess.

Lee Kantor: So what is it like working with your firm? So are the companies that you work with. Are they the large, um, you know, snack foods, uh, beverage companies that are working with you in order to, uh, give their customers a different, uh, choice?

Kash Rocheleau: Yep, yep. So we work predominantly when we work with all types of snack and beverage companies, um, very well known companies. Um, but beverage is really our wheelhouse. I would say more than 50% of our customers are beverage well known beverage companies that are likely in cabinets and refrigerators of listeners here. Um, and then we also work very deeply with nutraceutical bars. So when you think about protein bars or meal replacement bars, those are really our two biggest applications.

Lee Kantor: Now it seems like there is a, um, a surge in, uh, throwing protein in everything. And I think fiber is is probably a close second to what’s happening trend wise. Are you seeing similar things?

Kash Rocheleau: Very similar things. So I think protein is always going to be there really always has been there. We’re seeing more on the on the fiber side. Fibers are are also tricky in the fact that there are different types of fibers they metabolize at different times in the gut. And when you use a single fiber, you you tend to get GI impact issues. And so when we’re working with customers, um, we’re working on stacking different types of fibers so that that metabolic breakdown is happening at different times in the gut, reducing that GI impact. But yes, fiber is the number one trend that we’re seeing right now followed by protein.

Lee Kantor: And what is it? Um, like where are you grabbing the fiber from? Is there any natural source out there that’s a go to when you’re trying to add fiber.

Kash Rocheleau: Yeah. So the the main fiber that we use that we move most of is soluble tapioca fiber. And it’s derived from the cassava root. Um, but we also work with chicory root inulin. We work with Jerusalem artichoke. We work with Fos, um, all naturally derived from plants.

Lee Kantor: Now, how do you kind of like, what’s your R&D team out there going plant by plant to see what will work. Like. How do you even figure this out?

Kash Rocheleau: That’s a good question. Um, we are not the manufacturer of the ingredients. We work with manufacturers who typically break this down. And so when you think about, um, a fiber, it’s derived from something. And then that has a, um, a waste product or a byproduct, if you will. And that’s broken down further. And so a lot of the fibers that you see on the market are byproducts from another process. So when we look at fibers that are on the market or fibers that are in, um products, we typically have customers that come to us and they know exactly what they want. Um, and there’s 10 to 20 different fibers that you can really choose from. And most of our customers, when they come to us, they know what they want or they know their end goal and they’re open to what those options are. So we don’t onboard a lot of new fibers when it comes to our fibers. We have 8 to 10 different SKUs. And you can usually find your solution within those 8 to 10 SKUs, whether it be using a single input or creating a stock.

Lee Kantor: And, um, it’s pretty amazing because I’ve seen some beverages that have fiber content of like 9 or 10. And, um, that seems like impossible from a beverage.

Kash Rocheleau: I mean, if you have a good R&D team, you can do it very well. I mean, to your point, there are some very good, uh, high fiber beverage options on the market now. It also depends on the person. You know, when it comes to some of the reputable brands on the market, you may have a person that can that can only consume one a day. And and that’s their, um, that’s their max. I have a colleague that can, can consume a six pack of, of one of the popular fiber sodas on the market and have no GI impact. So how your body breaks it down is also important to know. But when we’re creating these formulas with the customer, that a lot of that R&D process is a lot of trial, a lot of bench testing, working with multiple groups to see how their body breaks it down, what that impact is, and finding that sweet spot of what a real serving size is now.

Lee Kantor: Are they coming to you and saying, okay, we’re shooting for five grams or we’re shooting for ten, like, and then you just try to, you know, make that happen for them and then land on wherever you land, like, like what is the conversation look like when they say, hey, we’re thinking about adding more fiber to our beverage.

Kash Rocheleau: Very similar to that. They typically come to us. And, and most of the, the formulators that we work with have been in the industry for decades. And so they kind of have the idea of what they want, and they may be hitting a barrier, you know, it may be a goal of hitting ten grams of fiber, but we’re having GI impact. Or it may be, you know, we really want to go from six grams of fiber to eight grams of fiber, but we’re we’re having a hard time masking some off notes that we’re getting. So it can be a gamut, but it’s usually a a base formula that they’ve had where they’re trying to to tweak just something. Um, and usually the tweaks are very similar when it comes to fiber. Again, it’s a lot of times the GI impact. How can we get to this ten grams without having more GI impact? And a real simple answer is stacking your fibers. Most of our customers that are coming to us are using one fiber, and when we start fiber stacking, the GI impact goes down. But we may encounter some some new barriers, such as now we have some taste or it’s augmented the flavor in a way that we don’t want to. So they typically have a goal of what they want to do. Um, which then just kind of dominoes effects into these new issues that we, that we tackle from start to finish. A typical commercial ideation to commercialization process is about nine months.

Lee Kantor: And I mean, but a lot of it is just doing the testing right with humans, just trying it and seeing what happens.

Kash Rocheleau: A lot of it is. Yeah, it’s organoleptic testing whether it be taste, you know, when you open a can or a bottle, does it smell like is it going, is there going to be an aversion to the smell. Is there an aversion to the taste. So a lot of it is organoleptic testing. Yes.

Lee Kantor: Now what’s your backstory? How’d you get involved in this line of work?

Kash Rocheleau: I kind of accidentally got involved in this. I, um, I got my my bachelor’s degree in business administration, and, uh, shortly after I graduated, I wanted a family. And so me and my husband started a family, and I thought that I wanted to stay home and be a stay at home mom and wife until I was awarded that opportunity. And I just felt like I had lost all sense of purpose. I had lost my identity. And, um, and I went back into the workforce in the accounting arena, knowing that’s kind of where I wanted my, um, my master’s studies to go was accounting and finance. And so Icon Foods was looking for someone in the accounting department. And I took a leap of faith. And almost a decade later, here we are.

Lee Kantor: So you started out there and you just worked your way up to CEO.

Kash Rocheleau: I did. You know, I went back and got my master’s degree in accounting and finance specifically, but I, I took every single opportunity. I didn’t just come in and, you know, sit behind the screen with the financials and the Excel spreadsheets in QuickBooks. I really dove into the cogs in the wheel. How how does this, this whole business turn if sales makes a sale? How does that affect our warehouse? How does that affect production? How does that affect logistics and really got into the weeds of how everything really works. Um, and, and once I felt like I had a good understanding of how it worked within our walls, I started networking without outside of the business. How does it work in this industry where you make a sale here? If we’re competing for business here, we enter into this RFP. How does it get us here? Um, and so yes, I just kind of grew within the business and the industry out of mere curiosity and and wanting to really understand all of the cogs in the wheel.

Lee Kantor: It was like a puzzle. You were trying to figure out how it all goes together.

Kash Rocheleau: I was trying to figure it out. And to this day, I’m still trying to figure out pieces.

Lee Kantor: Now, um, when you started, were you like, one day I’ll be the CEO here? Or was it like, you know, um, hey, I’m here. Let me see how this works.

Kash Rocheleau: No, I never I, I’ve never.

Kash Rocheleau: Vied for a title. The title has never been important to me. The the ability to learn and grow and not have barriers to that growth has always been important to me and as I kind of continued to be curious, continued to get in with different departments and and different people within the industry, those opportunities just naturally came up. When I assumed the CFO role a few years ago, I really thought that that’s where I wanted to be, that’s where I wanted to stay. And our founder decided that he was not the best fit as our CEO. He’s very science backed. He’s he’s he heads all of our R&D and a lot of our commercialization on our own products. And, um, we looked for someone for quite some time, and we just couldn’t find the right person that would fill the role seamlessly. And after about, I don’t know, it was about 12 or 18 months of looking and not really finding the right person. Him and the board had approached me and asked if I would be willing to take over, and at first I was really, um, I was really vocal that I didn’t feel like I was the right person, and they kind of pushed back and, you know, your curiosity, your ability to understand what we do and how we do it is really what we need in this role. And we feel like you’re the perfect, the perfect person to sit in this. So no, I was never vying to be the CEO is never vying to be the CFO. A lot of opportunity came just by being curious, curious and and really getting involved in the business and how the business ran.

Lee Kantor: Now, did you have to, um, do anything differently when it came to being the leader now? And the person that people are looking to for answers and final say is like, was that a mental shift or a mindset shift?

Kash Rocheleau: Yeah. For sure. I mean, when you’re the CFO, you you do have a lot of say you do have a lot of command, but a lot of it is is the protector of the business, right? You know, you know the finances. You know how things affect the finances. And you feed that information up to the CEO and the board who ultimately make that final decision. Um, and as we move into the CEO role, you you have to take off that seat that that CFO hat and really look at if I make this decision, how does it not only affect the business, but how does it affect all of the different silos within the business, all of the different stakeholders within the business? Um, and so I would say that’s been the biggest challenge is I’m really risk averse. And in the CEO seat, sometimes you have to take calculated risks. Sometimes you just have to take risks. Um, but as a CEO, a lot of what you do is leading people and leading people is helping them unleash their highest sense of potential that they may not even know, giving them the autonomy to, you know, make decisions and move needles forward that maybe you couldn’t. Um, and so it’s very different. I mean, they’re both leadership positions. They’re both, um, well respected positions. But you have to walk a little bit different in both positions.

Lee Kantor: Now, any advice for other kind of new leaders out there on how to, um, you know, feel comfortable and confident when it comes to making that final decision? The one that that’s the thing that we’re going to do now, based on all that, I’ve listened to everybody, and now we’re doing this and we’re not doing this other thing. Um, any advice, uh, for making those kind of calls?

Kash Rocheleau: Yeah. I mean, the first piece of advice you kind of mentioned it in the question is really having the conversation with each stakeholder. And so when we make a decision in the company, it’s it’s having the conversation with operations and really getting all of the meat and potatoes. And how is this decision going to affect you? And having those those conversations with each different department and then keeping them in the loop when the decision is made? I first tell the leadership team the decision that’s made. Not only is this a decision that’s made, this is the why behind the decision. This is how we’re going to execute this decision. And we’re all in alignment in that conversation. And once, once we leave the room, um, you have to stay united. If if I have someone that doesn’t agree with me or I don’t agree with someone else and the decision has been made, it’s not known outside of those walls. We are a united front. So I think that first and foremost, when you create those conversations and really get someone’s opinion, how is this going to affect you? Positive negli indifferently, um, you get a lot of buy in and trust and when you have made the decision, communicating it to them first and communicating the why behind that decision? A lot of times when when leaders make decisions, they don’t convey the why and you lose buy in and you lose trust. And a lot of the the people that I work with have said, you know, I haven’t always agreed with your decisions, but when you explain the why and how it affects the other stakeholders makes it a lot easier for me to follow. So I think communication is the number one, the number one attribute you can have as a young leader, as a mature, seasoned leader.

Lee Kantor: Now, when you’re deciding, like when you decided to, um, work on fiber, um, I assume you started in sweeteners and then you moved to fiber at some point? Is that accurate? Or you were always doing fiber?

Kash Rocheleau: That’s correct. Yeah.

Lee Kantor: So when you’re doing something like that, that’s kind of tangential but different. Um, and but it requires now I have a different supply chain. Like there’s different things that are involved now in fiber than sweeteners. Was that kind of a decision, like, how did that kind of that seems like more of a seismic decision that has, um, has upside, obviously. But there also could be risks with that. Um, can you talk about how that happened and what’s the next thing after fiber that you’re working on.

Kash Rocheleau: Yeah. So all of our innovation and R&D starts with a business case. So our R&D and innovation teams, they will pitch it to the leadership team with a full a full business case coming to us saying we want to add fibers. These are the fibers we want to add. These are the suppliers that we’re betting. And this is the cadence at which we want to bring these fibers in. And then the next phase to that is identifying the customers. If we’re going to bring these these SKUs on, we need to have a target list and how we’re going to go after them. And then from there it’s it’s communicating with those customers. Are you guys single sourced? Are you guys willing to diversify? Um, and food, everything is documented. So you compare items with spec sheets and country of origin and what have you. So it really starts with a business case. And from there it’s a really collaborative conversation. Does this make sense? Does it not. When it came to fiber, fiber, we brought fibers on about two years ago. And for us it was a pretty simple, um, a pretty simple yes, to move forward because fibers are slightly sweet. And so there was a sweetness factor to this, and we saw where the puck was going, and we decided to skate that way. Functionality was just starting to be a really hot topic, specifically in beverage.

Kash Rocheleau: And we were working with a lot of beverage companies. And so for us, that decision was very easy. Um, and there’s so many ingredients that come to us that we, we have the conversation and ultimately say no to. But for us, it has to align with the portfolio and being clean, which we believe is naturally derived. It has to, um, it has to minimally or, um, not at all affect the nutritional facts panel when it comes to added sugars. And if it does, we need to be able to justify it. And so when it comes to fibers, they really don’t affect the added sugars. There are a few that do. Um but when we look at them are they natural sugars. I mean honey affects the nutritional facts panel as an added sugar. It’s naturally derived. Um, and so we we can justify that we don’t carry honey, but but we do look at how it affects the, um, the nutritional facts panel. And then we always have to justify do we have a customer base to market these ingredients to? And once we onboard them, then it goes down another rabbit hole of R&D. And how do we create value added blends. Um, which are a little bit stickier in in sales with customers. So uh, first and foremost it starts with a business case.

Lee Kantor: But and the idea starts typically with the customer asking are you kind of leading them and saying, hey, we’re there’s we can do this. You might want to consider this.

Kash Rocheleau: Yeah. I mean, there’s there’s lots of ways that it started. Typically there’s some sort of customer, um, conversation, whether it be we’re thinking about creating a beverage that’s high in fiber or, you know, we have a bar line and now we want to add a beverage line. Um, but we also watch industry trends. And, and we saw two years ago a huge push in fiber when it came to pet food. We don’t we don’t do a lot with pet food, but we saw this push in fiber and pet food. And from there, a lot of consumers, um, that treat their pets and their pets diets and put them on a pedestal, then kind of follow suit. And so we kind of saw this in the pet food world two years ago. And, and we believe we were going to start seeing it in, in the, um, in the human consumption CPG world. And so, yes, it typically starts with either industry insights that this is going to be a trend or it starts with, uh, customer conversations and formulation.

Lee Kantor: So what do you need more of? How can we help you.

Kash Rocheleau: What do we need more of? I mean, for us, the for us, we would love the consumer education in in consumers really looking at their ingredients and educating themselves on them, not from, you know, influencers or other modern media really diving deep on what is it that you’re consuming and how is it affecting you and your health? Um, a lot of conversations that we have with Formulators, their, their projects come to fruition because they’ve had an influencer kind of dog on one of their ingredients. And when it comes down to it, the research just hasn’t been done. So we need more people in the consumer world to really research and understand the products they’re consuming for themselves.

Lee Kantor: Yeah, it’s it’s not an easy time to be a consumer. There’s a lot of choices out there and there’s a lot of misinformation as and it’s hard to discern unless you’re a scientist of what is legitimate and what is just somebody’s opinion based on their opinion and not any facts.

Kash Rocheleau: Exactly.

Lee Kantor: So that is a tough a tough one there. So are you trying to be that place of okay, this is part of your, um, messaging out there is we’re going to educate the consumers and we’re going to, you know, show them what our facts and not just the opinions from influencers.

Kash Rocheleau: We do. I mean, we play a weird part in this because the CPGs that we work with were under an NDA. I mean.

Lee Kantor: Right, like, I would imagine you can’t name them, so then you’re at it. So it’s difficult from that standpoint. But you could evangelize. This is the sweeteners and this is why we use them. This is you know, you can you can talk about kind of the ingredients and explain why you’re choosing this one instead of that one.

Kash Rocheleau: Exactly. So we do that with the Formulators. We also we also provide the white papers and the research and the data to our customers to then take out to the consumers. And to your point, consumers are they’re getting better about reading things. They’re getting better about understanding what’s on it, what they’ll tolerate. We’re seeing consumers say, I don’t want to see natural flavors or natural colors. I want to know what they are. What is the natural flavor. And so we are seeing some some consumer pushback. Um, but I think when we work like our part in it is really working with the CPGs and how they can help educate the consumers and transparency in, you know, the the call outs that they choose to use. We can help educate them in, in educating the consumer.

Lee Kantor: Yeah, it is a tough one. It is a tough one because there’s so much out there. It is just very hard. I mean, even for people who who know stuff, it’s hard for them to discern is that study had five people in it or did it have 5000 people in it? You know, like you really have to dig. And most consumers aren’t going to do that kind of work.

Kash Rocheleau: Exactly. Exactly.

Lee Kantor: Well, if somebody wants to learn more about Icon Foods, what is the best website? What’s the best way to connect?

Kash Rocheleau: Yeah, the website would be the best way. Icon Whfoods.com. I’m also on LinkedIn. You can you can connect with me directly. And I’m happy to to set up a call and have that deeper conversation. Um, but those would be the two best ways.

Lee Kantor: Well, cash, it was great chatting with you. Uh, congratulations on all the success. You’re doing such important work, and we appreciate you.

Kash Rocheleau: Oh, thank you so much for having me.

Lee Kantor: All right, this is Lee Kantor. We’ll see you all next time on High Velocity Radio.

From Navy to Next-Level Leadership

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High Velocity Radio
High Velocity Radio
From Navy to Next-Level Leadership
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In this episode of High Velocity Radio, Lee Kantor interviews Trevor T. Crunelle, a certified Growth Coach and U.S. Navy veteran dedicated to helping business owners and leaders achieve sustainable growth while maintaining balance. With over 30 years of experience in entrepreneurship, sales, and management within the medical device industry, he combines an engineer’s problem-solving mindset with proven coaching strategies. Certified in The Strategic Mindset© process and DISC assessments, Trevor partners with clients to strengthen leadership, teamwork, and performance. He is also an active community mentor, triathlete, and family man based in Mt. Pleasant, South Carolina.

When running a business or leading a team, it can be tough to balance everyday operations with a “long game” mindset for next-level growth.

Trevor Crunelle, as a Growth Coach, helps leaders do just that. He collaborates with clients to achieve the goals they set for their teams.Together, he works with them to evaluate their strengths and weaknesses, map a strategy for growth, and monitor progress until all goals are met. He is dedicated to facilitating success by providing the tools, support, and expertise leaders need to take their teams to the next level.

He is certified in The Strategic Mindset© coaching process, which adheres to the ethics standards outlined by the International Coaching Federation. Internationally, The Growth Coach has established a reputation as the largest provider of affordable group coaching, one-on-one coaching, training, and workshops. Through his coaching relationships, he works closely with clients to set and achieve their goals.

Along the way, he also helps shape the performance of sales professionals, managers, management teams, and other key people within companies. To meet specific needs, he adapts The Growth Coach’s signature three-series approach: the Foundation Series, the Fundamental Series, and the Fast Forward Series. To support plan implementation, he is certified in administering and interpreting DISC assessments, a behavioral analysis tool that helps unlock human potential to create stronger teams, leaders, salespeople, and companies.

Having served the country as a U.S. Naval Officer, He understands what it takes to operate with efficiency and precision. He holds a bachelor’s degree in Biomedical Engineering from Northwestern University and a master’s degree in Business and Management from Webster University—training that enables him to apply an engineer’s problem-solving mindset to the business world.

For the past 32 years, he has been an entrepreneur and, since 1991, has worked in sales and management in the medical device industry. When he realized he was ready to combine his professional experience with his passion for coaching and mentoring, he partnered with The Growth Coach. Their approach resonated with him because it helps business owners drive success while prioritizing balance in their lives.

In addition to his professional work, Trevor is a volunteer mentor with Big Brothers/Big Sisters, a certified SCORE Mentor, a member of the Mt. Pleasant Chamber of Commerce membership committee, a Northwestern University Global Ambassador, an Eagle Scout, a triathlete, and a former Boy Scout leader.

He and his wife, Beth, have two college-aged children, Tanner and Jolie. As a family, they have hosted an international student through Rotary International Student Exchange, traveled across the U.S. and in Europe and Central America, and hosted multiple church youth groups.

Connect with Trevor on LinkedIn and Facebook.

What You’ll Learn In This Episode

  • How the Strategic Business Mindset program helps business owners become more productive
  • DISC assessments
  • Common blind spot he see in business owners and how he help them overcome it

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.

Lee Kantor: Lee Kantor here. Another episode of High Velocity Radio, and this is going to be a good one. Today on the show, we have the head coach, the owner of the Growth Coach of the Lowcountry, Trevor Crunelle. Welcome.

Trevor Crunelle: Thank you Lee, I’m privileged to be here.

Lee Kantor: Well, I’m excited to learn what you’re up to. Tell us about your practice. How are you serving folks?

Trevor Crunelle: I am serving folks by helping them build a strategic business mindset, and that’s a framework that I use that is part of the Growth Coach Coaching network that we use to help clients become more strategic in the way they run their teams and their business.

Lee Kantor: So what’s your backstory? How’d you get involved in coaching?

Trevor Crunelle: Well, I retired from my corporate career about five years ago and still wanted to do something. Be active, help people. I determined then that my why is to help individuals reach their fullest potential, and business coaching was an outlet I found to do that. I have a master’s degree in Business and Management. I worked for three different fortune 500 companies over my 30 year corporate career, and when I combined that experience, my training and just love to help helping people reach their full potential, it all fit together.

Lee Kantor: So how did you kind of land on the growth coach, instead of just going on it on your own, based on your own expertise and knowledge?

Trevor Crunelle: Right. Yeah. I had no desire to develop my own curriculum or framework, and that’s what the growth coach provides for me. Again, this framework that we use, they’ve been using for over 20 years now, and we know that when business owners, team leaders follow this framework, they become more strategic in running their teams and And businesses, and that makes them more productive.

Lee Kantor: Now, were you vetting other coaching organizations, or did you just kind of become enamored with the growth coach?

Trevor Crunelle: No, I looked at all different options of kind of doing on my own of getting other certifications of other franchises for coaching. And the framework of the strategic business mindset really just resonated with me.

Lee Kantor: So do you mind sharing a little bit about what that program looks like for our listeners?

Trevor Crunelle: Sure.

Trevor Crunelle: So it’s based on a 90 day focusing cycle. So every 90 days we go through an exercise where we look at our 90 day goals. We look at the, um, what we’re doing to reach those goals. Now, the path we’re taking now and, and making sure that that path is still leading us to those goals. And by to evaluate that, we look at relationships, we’re building partnerships, uh, how we’re managing our people, how we’re managing our money. All those things tie into it. And the key. One of the keys to it is that it’s a continuous improvement. Every 90 days, we’re reevaluating and making sure that we’re on track and doing the right thing. Staying on the right path to get to the end goal.

Lee Kantor: Now, what is the profile of your clients? Are they also fortune 500 companies like the ones you left?

Trevor Crunelle: No, no. I’m working with small business owners. Most of my clients have somewhere between 5 and 25 employees. And that’s where I think some of my expertise. Having a fortune 500 background lends well, because I can help them run their small business using some of the things I learned at the bigger companies and helping them apply those and see how they those principles, ways of doing things can work in a small business also.

Lee Kantor: Now, what are um, do you have a niche within kind of the frame of small business? Because that could be everything from a hair salon to a law firm.

Trevor Crunelle: You’re right, and I don’t, because this framework works for all types of businesses. It’s really just the size or the frame, the really the stage that they’re in where they are growing. They’re doing well, but they need to really tie things together to take it to the next level. So it’s really and helps them, um, continue on that growth path in a efficient manner and grow.

Lee Kantor: Now, what is kind of their pain point that they’re having when they realize, hey, maybe I should get a coach here and maybe I should talk to Trevor and his team. What? Is there something that’s happening? Is there a trigger or some point that’s like, hey, things aren’t going as I’d like them to?

Trevor Crunelle: Yes.

Trevor Crunelle: Most of the time it’s that they’re overwhelmed. They’re trying to do too much themselves. You know, they’re spending way too much time working in the business and not enough time on the business. And this framework is really suited for helping them make that transition to working on the business, which means they have to be strategic, and that means putting the processes in place around them, putting a team in place around them so that they are running their small business like they’re a CEO of a larger business.

Lee Kantor: Now, is that kind of a common growth challenge for entrepreneurs, especially at that stage where they probably start by doing everything right, like they’re the ones that, you know, they get the business, they work on, the business they sell the business, they’re doing every aspect of it. But as they grow, they need help or they realize, I can’t do these. You know, maybe I’m spending time on these kind of low, maybe value tasks and maybe I should bring more people in. Is that do people typically go that way, or do they are they pretty good about delegating?

Trevor Crunelle: No, that’s. You hit the nail on the head there, Lee. Um, that’s the problem that most owners, particularly if they were founders run into, is, you know, it’s their baby and they’re used to being the CEO, being the chief everything officer. But they need to become the chief executive officer. And delegation is a big part of it. And just letting go of those tasks that they’re doing one of the most, um, beneficial tasks or, or, um, exercises I often have clients do is I’ll have them for two days, write down everything that they’re doing that day, and then we go back and look at that, and we can start picking things off that list that they need to either delegate, they need to find a better way to do it. Maybe they need to hire someone to do it. Maybe they need to outsource it. But taking things off their plate is a big step in that, and they need a lot of them just need the permission to do that. They need to be told that it’s okay, you don’t have to do that. And another way to look at it or help helps, I think them understand that is I had them put a number down for what their time is worth, and we look at those tasks and say, is it worth your time to do that task when you can find someone else and pay them less to do that and free you up to work on the more important tasks that return more revenue for you.

Lee Kantor: Now is that I mean, it sounds intellectually, it sounds easy, but emotionally it might sound difficult. Like, say, you’re a mechanic and you’re proud that that’s your identity. I’m a mechanic. And then now someone’s coming in and saying, you know what, maybe you shouldn’t be doing the mechanic part. You should be getting more clients in here and let somebody else do the mechanic part. Uh, is do you is that hard to work through that as part of your coaching to get a person to maybe see themselves in a different light?

Trevor Crunelle: It definitely is. And the question I often ask them is, why did you start this business? Did you start the business to create a job for yourself, or did you create the business to start something that will produce money for you when you don’t have to be in there working at it all the time yourself, you know, and that a lot of times helps them kind of think through the process is that, yeah, you know, I just don’t want to be another employee. I want to be running the business. And that means me stepping back from doing a lot of the daily operational stuff.

Lee Kantor: Now, how do you help your clients put kind of the right people in the right roles? Is there a way to do that? Because I would think that a lot of owners especially feel like, look, the skills that I have are unique and that I only I can do this the right way. Like how do you kind of, um, show them that there is a path for them to let go of some of the things that they’re, they’re proud of and they’re good at, but maybe have another person do it. Is there a way to do that handoff? And that makes them feel confident?

Trevor Crunelle: There is. And it really varies from client to client. But one of the big things is, um, learning the art of delegation, because delegation is an art, you know, and and finding what you can delegate. Determining who you can delegate it to and then helping them through the process of understanding how you want it done and then setting them free to do it and giving them some leeway so that they can create their own ways. Also, doing that, or maybe come back and say, you know, can we do it like this? But, um, that process of finding out, figuring out how to delegate and who to delegate to is the first step.

Lee Kantor: And when you’re doing that process, do you use any assessments to help them kind of have a picture in their head of who the right person is for the given role?

Trevor Crunelle: I do. I use disc assessments and disc assessments. Uh, tell us what our predictive, predictable behavior and communication traits are. And the most important part of that is the communication. Um, when you understand through a Disc assessment what your inherent and predictable ways of communicating are, and you understand what that is for the the person, the team that you’re talking to. When you understand that, then it helps really eliminate a lot of conflict. Um, a lot of ambiguity because you know how to communicate better with them.

Lee Kantor: Now, when you begin your, uh, first 90 day kind of, uh, activity as part of the Strategic Business Mindset program, what are some of the questions you’re asking your client, and what are some of the maybe the pre-work they have to do in order to get ready to get the most out of that first 90 days?

Trevor Crunelle: Yeah, we have a, um, there’s a series of questions that we go through and is divided up into six different sections. And they all, they all have a different focus. And we look at each of those areas separately, like one of the areas is relationships. You know, we evaluate what relationships they have, what how they’re putting time into those relationships and if that is worth it to them, um, to, to either further work on that relationship or maybe to back off of it, or do they need to find a new relationship in that area? Now one of the other areas is the people management. How are they managing their people? Are they getting the most out of them? What are they doing to build the culture of their company? So we go through those six different areas, um, and look at them individually.

Lee Kantor: Now. Is there any advice you could share for, um, the listeners here when it comes to maybe some of the blind spots that you’ve discovered just by working with so many business owners Is there a common blind spot? And then if you have any advice to help them overcome, it would be great.

Trevor Crunelle: I think a common, um, kind of a blind spot. It’s kind of a common theme. And you alluded to it earlier in that they think that they have to be the one doing that particular task or that work, because they think they’re the only ones that can do it the way they want it done the right way. Um, and that’s often a blind spot because that’s not the truth. Many other people can do that as well as you or better sometimes. And even if it’s not, if someone is doing something, uh, close to how you want it done, then that may be good enough. And accepting that things don’t have to be done exactly the way you want them, but they can be done well in reaching that point of good enough is, um, is often a blind spot or something that’s hard for them to overcome. Often.

Lee Kantor: Yeah, I would think that a lot of people good enough is a tough one because that’s they take so much pride in, in whatever that activity is. And they feel like that, that it’s really tied to their identity. I think a lot of this work seems to be shifting their mindset of what, like you said earlier, what is that big? Why why did you get this business going to begin with? Did you get it to turn a ranch, or did you do it to help your community?

Trevor Crunelle: Right.

Lee Kantor: Right now, is there a story you can share that maybe illustrates how working with you can take a business to a new level? Obviously don’t name the name of the person, but maybe share the challenge they came to you with and how you were able to help them overcome it.

Trevor Crunelle: Yeah. So one of my favorite stories is, um, in relation to what you said earlier, that it’s a lot of mindset that I was at a conference and met one of the one of my clients. I met his wife and we were talking and she said, Trevor, I just want to thank you. And I said, you’re welcome, but what are you thanking me for? And she said, well, she said, since Ricky’s been working with you, I’ve noticed a change in him. And I know when he comes home at night, if he’s had a session with you that day because he’s happier, he feels like his business is going in the right direction, and he knows that he’s on the right track and he’s just overall much happier and pleasant to be with. And I thank you for that.

Lee Kantor: And that’s something that, um, probably going in that wasn’t something that was important to your client, but it had a ripple effect to his family. Right.

Trevor Crunelle: Right, right. Yeah. And just and oh, and she mentioned also just that he would say that, you know, I have so much more clarity now in how I’m doing things and where my team, my company is going.

Lee Kantor: Now, when you were, uh, in your career, did you actually were you ever coached? Like, was this something that you saw that coaching could really have a big impact if it’s deployed properly?

Trevor Crunelle: I did not. Um, I wish I had. You know, it’s one of those things I didn’t know. I didn’t know at that point, um, and never really, I think, sought after or or, um, was approached or given the opportunity to have a coach like this. But I see now the benefits are are amazing. Um, and I wish I had taken been more involved or had those opportunities at that point. Now, I had some good mentors, uh, through, you know, managers, but not someone that was focusing really just on helping me become better.

Lee Kantor: Yeah. Can you share, maybe for folks who aren’t familiar, what is the difference between a mentor and a coach?

Trevor Crunelle: Yeah. So a mentor is someone who they, um, you build a good relationship with them and you respect them for what they’ve done, their knowledge base and where they’ve been, and they just help you, uh, work through things, provide guidance based on their own experience, where a coach is more structured and a coach has like a framework that we use and we have, um, set point, set things that we measure and goals we’re going to reach, and it’s much more structured and uses. Um, I mean, it also draws from the coach’s experience, but there’s more of a framework to it and it’s more outcome oriented.

Lee Kantor: Now in your work, in your market, in the low country. Is it, um, do you have kind of a network that you rely on, of strategic partnerships that help you kind of deliver on what you’re trying to deliver on?

Trevor Crunelle: I do there are I have several, uh, good strategic partnerships where, you know, they in particular some CPAs, um, some insurance agents, um, some marketing agencies where they are also working with companies are in the same size. Um, and they’re helping them. And we all kind of are part become part of that company’s team because we’re helping them with different aspects of their business.

Lee Kantor: Now, is that something that the growth coach recommends you do, or is this something you figured out on your own?

Trevor Crunelle: No, it’s something the growth coach, um, highly recommends that we do. Um, yes.

Lee Kantor: So as part of their playbook to help you, uh, become successful is to invest in strategic partnerships in your community.

Trevor Crunelle: Absolutely. Yep. And that’s one thing I really help my clients do also, and encourage them to do, because those strategic partnerships can can go a long way.

Lee Kantor: Now, um, is there a client that when you’re delivering your service, do you deliver it one on one with the client, or do you do group coaching or do you have cohorts? Like how do you deliver your coaching?

Trevor Crunelle: Uh, all of the above. It depends on what the client’s looking for. The what I have found to be the best, um, give us the best outcomes is I have several clients that are kind of in the same. They’re completely different industries, but they’re in the same stages. Uh, and they. I meet with them as a group once a month and then meet with each of them individually once a month. So we’re meeting basically every two weeks, but they get the benefit of that group coaching, where you get the mastermind effect. You’re learning from everyone in the room from their experiences. Um, and that also helps hold them more accountable. And then when we meet 1 to 1, we work more individually on, you know, what their, um, individual goals are, how they’re staying on track. They’re holding them accountable for the plan they’ve created there. So that’s where I see the best outcomes. A combination of the group and 1 to 1 coaching. But I have a couple people that are just in groups. I have a couple that are just doing 1 to 1 coaching.

Lee Kantor: Now, do you ever kind of go into a company and coach kind of the leadership of the company and some of their teams?

Trevor Crunelle: Yes. Um, and typically those are those usually start off with like doing a disc workshop. So I’ll go in for either the leadership team or, or one team within the company and do like a half day workshop on disc, which helps them, you know, work on their communication skills. Uh, and then from that, a lot of times that that helps them understand some of their blind spots and see the value of working with a coach, of being intentional about how you work on your communication skills or how you do things, and then will come in and, um, work more with that team or that company.

Lee Kantor: Now, does this, uh, modality work best in certain areas of a company? Like does it work better in operations versus sales or, um, you know, is it better at culture than it is at, um, you know, maybe more of the strategic thing. So is there a better place or can work pretty much anywhere throughout an organization?

Trevor Crunelle: Uh, it can work pretty much anywhere throughout an organization. I think the strongest, um, areas are in building culture and in building open communication lines, which that that crosses over, you know, to all areas. But those are the kind of the, the backdrop or the, the, um, what I would say, the area where we kind of get our foot in the door and start from that groundwork.

Lee Kantor: So has this, um, experience been what you hoped it would be?

Trevor Crunelle: It has been, yes. I, I thoroughly enjoy it. Um, and it’s been very rewarding.

Lee Kantor: Now, what about from a standpoint of coming from large organizations to this entrepreneurial thing on your own, is there? Can you share some of the challenges when it came to making that shift? Because that’s a that’s not for the faint of heart.

Trevor Crunelle: It’s not. Unfortunately, I was in a good position where I had retired from my corporate career. So starting up as an entrepreneur, um, here I was not under any pressure that, you know, I’ve got to get X number of clients within a couple of months or I can’t, you know, pay my bills. So I feel very fortunate that I was in that position, that I was able to take my time and build this the way I wanted to without feeling a lot of outside undue pressure.

Lee Kantor: And that allowed you to select kind of those best fit clients rather than just take anybody, because I have, you know, mouths to feed.

Trevor Crunelle: Right, exactly. And to take the time to get trained well and disc trained in cohesion culture, you know, get some other trainings and put things together, go out and build some good relationships. Um, because it does take time. Take time to build those relationships, to build some credibility.

Lee Kantor: So if somebody wants to learn more, have a more substantive conversation with you. What is the website? What’s the best way to connect?

Trevor Crunelle: Uh, probably the easiest way is just connect on LinkedIn. I’m the only Trevor Crunelle on LinkedIn. Um, or my website is the growth coach. Um, growth coach.

Lee Kantor: Right. I’m sure if they go to growth comm and then just type in low country, you’re probably the only one that shows up. Good stuff. Trevor. Well, congratulations on all the success. You’re doing such important work and we appreciate you.

Trevor Crunelle: Thank you. Lee, I appreciate you having me on your podcast.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on High Velocity Radio.

The Practical Power of Emotions: Freedom, Sovereignty & Modern Self-Protection

by

High Velocity Radio
High Velocity Radio
The Practical Power of Emotions: Freedom, Sovereignty & Modern Self-Protection
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In this episode of High Velocity Radio, Lee Kantor interviews Maria Kovaleva—who empowers families to transform long-standing patterns into opportunities for healing, connection, and joy. With a trauma-informed lens and a passion for joyful living, she teaches parents how to cultivate calm, resilient, and deeply connected family dynamics.

Maria Kovaleva guides families through transformative journeys, helping them break free from generational patterns and create harmonious relationships. By blending trauma-informed practices with joyful living principles, she empowers parents to build peaceful, thriving family dynamics.

Drawing from both professional expertise and authentic enthusiasm for life, she helps her clients discover their unique path to connection, healing, and joy. Her approach transforms challenging relationship patterns into opportunities for growth and deeper understanding be it at work, family or strangers on the street.

She is originally from Russia, educated in Canada, lives in California for more than 10 years, a mother of 2 daughters, a wife of 1 husband, a loving owner of 3 pets.

Connect with Maria on LinkedIn.

What You’ll Learn In This Episode

  • Practical value of emotions vs. rational decision-making
  • Emotional Freedom, Sovereignty, and Privacy—what they mean and why they matter
  • Using emotions to improve decision-making in coaching
  • Emotional sovereignty for stronger, distraction-resilient relationships
  • Integrating emotional freedom into parenting and children’s emotional independence
  • Navigating social media’s emotional influence with sovereignty and authenticity
  • Emotional privacy in 2025 amid AI, algorithms, and digital nudging
  • Societal benefits of embracing emotional freedom, sovereignty, and privacy—and how listeners can start today

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

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

Maria Kovaleva: Lee Kantor here. Another exciting episode of High Velocity Radio. Though excited to be talking to my guest today, Maria Kovaleva. She is with Maria Kovaleva Coaching, and she’d like to share a little bit with us today about the practical value of emotions. Welcome, Maria.

Intro: Hello. Nice to be here. Well, thanks for inviting me.

Maria Kovaleva: Well, I’m excited to learn more about your coaching practice. Can you tell us a little bit about it?

Intro: Sure. I’m a relationship coach. I came to this niche through four years of niching in different areas, but I came to the conclusion that everything is about relationship and I am also a parenting coach relationship coach. I work with um in a career areas also, but everything is about a relationship because we are humans living among humans. Yeah. So certified uh, coach, I’m acc in uh, ICF credentialed environment.

Maria Kovaleva: So when you came to the conclusion that relationships are critically important, how where do you see people kind of making mistakes when it comes to their relationships?

Intro: Communication. I would say communication is the main area we would be beneficial to improve in and talking and uh, seeing each other as unique, as different, as important as someone who worthy of more attention. And yeah, I would say people come to me for being seen and heard. I would say that’s what we are craving for. For being seen and heard, for what we are worth of.

Maria Kovaleva: So can you explain how your emotions come into play when you’re dealing with relationships?

Intro: Yeah, when we want to be seen and heard, our wounds are coming outside. And how they come outside is through emotional. Um, very emotionally, I would say, in a dysregulated way. And of course, you you can understand when we we become angry, we become sad, we we become very emotional. And it might be very extreme emotions that we we try to show that we need to be, um, hurt, but also we can communicate those things in a very different ways. And that’s when clients come to me. We discuss how how you can communicate your needs to your partners, to your parents, to your kids in a different ways. And there are different ways when we practice emotional sovereignty, when we basically pause before responding, before forming, In response. That’s how we we can communicate in different ways. Usually we react. We react very emotionally. And usually it’s not very in a pretty way, I would say.

Maria Kovaleva: Now, do you find a lot of folks that’s how they spend when they when they have a conflict or a crisis or an argument, their first move is emotional or they’re reacting emotionally rather than kind of like you were saying, pausing, taking a breath. Yeah. Listening and trying to understand before just reacting in a very kind of knee jerk manner where you’re just saying whatever comes on you. If they hurt me, I’m going to try to hurt you worse. Like very tit for tat manner rather than kind of slowing things down, breathing and then just sharing maybe what’s going on rather than just attack, attack, attack.

Intro: Yeah, well, it’s not about attacking, it’s about more about defensive. We learn how to defend in in an aggressive way. Usually we learn it from our families and we don’t learn how to be emotionally intelligent. And that would be a very important subject in schools that I would introduce emotional intelligence and communication. So usually it’s about defense. And usually it’s about staying alive and survival how we react. And yes, it might be very aggressive, but when we go to the root cause it’s about survival and emotional sovereignty. It’s when you strong enough to pose, to get together, to understand how you want to respond. Because you have these seconds of freedom to choose how you want to respond in a way that would be beneficial to you and to another person, because you respect yourself and you have this freedom and you respect another person. So this is a position of strength rather than defensiveness and reactivity. And it’s about freedom.

Maria Kovaleva: Right? Because ultimately you have the choice on how to react. You don’t have to attack in your response. You can pause. Can you talk about how you came upon these learnings that you’ve been able to put into a coaching program like this? How did this come about? How were you able to figure all this stuff out.

Intro: Session by session, case by case. Four years of getting together. Reactions. Emotions of my clients cases. Tears up stories. It’s my work is very exhausting, demanding, but also very meaningful. Because when you look into the eyes of a real person with real struggles and I love working with parents because really, I’m working for kids. I cannot work with kids because coaching is for adults only. Um, because it’s it’s partnership, right? So we two adults working together in partnership. So I cannot literally work with kids, but I love to help kids because they are our future. So I chose to work with parents to help kids. And there are very different cases. And I, I thought how I can how I can change our future. What what are the instruments? What are the ways and changing the emotional landscape? Changing the approach. On how we can regulate our nervous systems and how we can change the communication within the families, within the communities, and how we can make a ripple effects on the bigger communities. Um, I don’t know. Countries, nations. I don’t know. I have a big vision about peace on Earth. Um, but I need to start from somewhere. So I decided to start with parents.

Maria Kovaleva: So what’s something a parent could do today if they’re having kind of a lot of friction with their children? What are some of the things they could do today that will help them kind of have a better relationship with their children?

Intro: Um, the most meaningful thing they can do, they can talk. Be the first one who can stop generational trauma here and now. They can start healing their generational trauma. They can be the first one in their families, the many generations who can be a different parent to their kids. They can give more love and understanding to their own kids. They can start to see their children as another human beings, not just their properties. They can see another. They can see the future in the eyes of their children. Um, they can see more curiosity in the relationship and communication with their children, even the smallest one. Even when they cannot talk yet. But there is so much communication happening between a parent and a child. Um, I would say. More curiosity and interest to another human being. It requires a lot of self-regulation, but I would say if there is curiosity and interest, then the play and game starts when you, um, when you want to be involved in self-development, when you want to be involved in self regulation for the purpose of understanding other human being and for the purpose of of being a better parent to serve your future? I don’t know. Yeah, that sounds like kind of a big task, but it’s what it is.

Maria Kovaleva: Now, is there a story you can share about maybe one of your past clients where you don’t name who they are, but maybe share what challenge they had and how after working with you, you were able to help them get to a different place.

Intro: The story of one client, right?

Maria Kovaleva: If you have a story that is maybe meaningful or it meant something to you or can illustrate what it’s like to work with you?

Intro: Mhm mhm. Um, I have a story of, um, a father of, um, two teenagers. They separated with mother and normally we would think that a mother would take care of kids, but she was so distant. And father thought that he would be a provider of, uh, financial part for the kids. But it was it was the case that, uh, a grand grandparents would be with the kids, and they were, um, like seven and ten at that time. So for several years they were living with grandparents. So the case was when father returned to their kid, to the kids, but they were so detached from father and mother were not there. Very difficult case because there was a gap, a huge gap of, um, uh, trust and a huge gap in, in father’s understanding what he, he, um, he saw his kids as a small ones, and now they are teenagers with their own view of the world. And there was a, um, a hard time, um, working with father, right? Because the kids needed this man, their father. So the success was to kind of turn this old enough man in his perspective on viewing this already grown up kids and, uh, changing his perspective from, I’m. I’m the father. I’m the one who tells what to do to the grown up men who understand that their, um, his kids are grown up with a totally different understanding of the world, and he became the one who gave them the space for their decision making. Um, who gave them the, again, freedom of expression, freedom of emotional freedom, uh, emotional sovereignty. It’s a huge, um, kind of shift of understanding and mindset for this man, for this father. So I, I would say it’s a success in coaching because it would it gives, um, those two kids, two teenagers, a different parent for now. I would say it’s, um, I would say it’s a successful story for me.

Maria Kovaleva: Now, if somebody wants to learn more about your coaching practice or or talk to you, or learn more about the stuff that you offer in your programing, what is the best way to connect with you?

Intro: Uh, I would say my LinkedIn is is very, um, active page. So it’s the best way to connect with me through LinkedIn profile.

Maria Kovaleva: Through your LinkedIn profile. And then how do you deliver your coaching? Do you do one on ones? Do you do group coaching? Uh, do you have a cohort? How does someone work with you?

Intro: Yes, I prefer one on ones. Uh, my like. Yes. My preference because I prefer, um. Depth. Depth. Depth. But I do, uh, small cohorts, uh, group coaching for emotional, emotional stuff. And I do parenting for group coaching. For parenting. Uh, they are changing all the time, so it’s better to connect with me. And then I figure out when it and what it will be for group coaching. But one on ones. Um, yes of course, connect with me personally.

Maria Kovaleva: And then LinkedIn is the best way. They just, um, type in your name, Maria Kovaleva on LinkedIn, and then they connect with you there.

Intro: Yes, yes.

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

Intro: Thank you so much for inviting me and having me here to share my work.

Maria Kovaleva: All right. This is Lee Kantor. We’ll see you all next time on High Velocity Radio.

Scaling with Confidence: How One Operator Transforms Multi-Site Businesses

by

Franchise Marketing Radio
Franchise Marketing Radio
Scaling with Confidence: How One Operator Transforms Multi-Site Businesses
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In this episode of Franchise Marketing Radio, Lee Kantor interviews Ben Kramer—a seasoned franchise and operations executive with more than 15 years of experience leading multi-site service businesses through transformation, growth, and profitability. Known for turning around underperforming units and building high-performing teams, he brings a clear, practical approach to scaling brands and driving operational excellence.

Ben Kramer, President of Bio-One.

He is a franchise and operations executive with more than 15 years of experience leading multi-site service organizations through transformation, growth, and sustained profitability. He excels in solving complex operational challenges, building aligned and accountable teams, and guiding franchise brands as they scale with clarity and confidence.

He is particularly motivated by creating forward momentum. Whether revitalizing underperforming business units or enabling teams to perform at their highest level through effective systems and processes, he believes the strongest organizations invest in their people, measure what truly matters, and continually refine their operations.

𝗦𝗲𝗹𝗲𝗰𝘁𝗲𝗱 𝗔𝗰𝗰𝗼𝗺𝗽𝗹𝗶𝘀𝗵𝗺𝗲𝗻𝘁𝘀:
• Reversed a $30M restoration business from six-figure monthly losses to break-even within 90 days
• Increased average job size by 23% through the redesign of billing processes
• Reduced annual labor spend by nearly $2M by implementing a scalable staffing model
• Led a comprehensive overhaul of franchisee onboarding, evolving a 3-day session into a structured 6-week ramp-up program
• Scaled a startup to $500K in revenue and negotiated its acquisition by an international brand

Outside of his professional responsibilities, he enjoys spending time with his family, mountain biking, and continually expanding his knowledge. He believes that curiosity, empathy, and disciplined execution are the foundations of exceptional leadership.

Connect with Ben on LinkedIn and Facebook.

What You’ll Learn In This Episode

  • More efficient processes, smoother long-term operation and start up
  • Ongoing training and updated equipment
  • National marketing/advertising campaign support

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Coming to you live from the Business RadioX studio. It’s Franchise Marketing Radio.

Lee Kantor: Lee Kantor here. Another episode of Franchise Marketing Radio and this is going to be a good one. Today on this show we have the president of Bio-One, Ben Kramer. Welcome.

Ben Kramer: Hey Lee. Thank you. It’s good to be here.

Lee Kantor: Well I’m excited to learn what you’re up to. Tell us a little bit about bio one. How you serving folks.

Ben Kramer: Yeah absolutely. So you know bio one’s a it’s a very, uh, very interesting brand. Uh, we we definitely are not uh, I would say your typical, uh, clean up company. Uh, we we’re a franchise system that is truly built around helping people. Uh, and quite honestly, they’re, you know, one of their, if not their most difficult moment. Um, and it’s that interesting model built, um, around a, you know, purpose driven business that combines a really strong business model, which I think just makes us a very unique brand, uh, out, in, out in this space.

Lee Kantor: Now, to be clear, a lot of your work is crime scene cleanup, biohazard decontamination. Like, you’re kind of working it, like you said, probably in someone’s worst day.

Ben Kramer: Yeah, absolutely. Um, yeah, there’s there’s several markets that we hit, uh, you know, we call it bio bio cleanup. So that’s going to cover crime scenes or, uh, anything similar to that. Um, and then there’s a lot of also, um, hoarding cleanup, uh, that we do in our communities as well. Um, we also do a good portion of our owners do, uh, drug remediation, um, as well. And that’s becoming a big piece of our business.

Lee Kantor: Now, can you take us back to how this the genesis of the business, how to get started?

Ben Kramer: Yeah. Started, um, you know, I’d say almost 15 years ago, individual started actually here where I sit in Denver, Colorado. Um, and it just grew like, like a lot of, uh, organic franchises grow, um, and it grew to, you know, from 2 or 3 offices here in the, you know, front Range of, of of Denver, uh, out to, you know, now we’re at, um, you know, give or take 125, uh, territories with 110 plus owners. Um, we went through a lot of transition transactions, mostly transitions, I’d say mostly, uh, 2022 time frame where instead of being an independently owned franchise, uh bio one was acquired by uh five Star uh franchising, which is a platform brand owned several brands and their private equity backed. So, um, you know, different definitely different, um, feel for some of the owners, uh, initially. But, uh, I think we’re all coming around to the benefits of being part of a platform brand and also having, you know, private equity funding behind us to, uh, put in some bigger tools, you know, larger system wide CRMs and things like that.

Lee Kantor: Now, when it’s first started, was it built to be a franchise or was it just someone said, hey, I can help people in my market by doing this kind of work?

Ben Kramer: Yeah, no, I don’t know the answer to that. Lee. I think it was built initially as I think I can help people. Um, and if you look at our, our our our tagline, our mantra help first, business second, um, I would venture to say it was built around helping people. And then that grew into the concept of how can we help more people? Uh, and like most franchises, you know, putting brick and mortar and scaling a business yourself, uh, nationwide, just it’s just not not a possibility. Right. But franchising makes that possible.

Lee Kantor: Now, what does that ideal franchisee look like? Because it’s such a weird business. Like it’s not a yogurt shop, you know? Yeah.

Ben Kramer: No, definitely not a yogurt shop. Um, you know, there is definitely a piece of this ideal owner that that we have the conversation with about making sure they fully understand, uh, what this job entails day in and day out. And what we do see, a lot of we see a lot of, uh, uh, EMTs, uh, that want to kind of start their own business, uh, first responders, other first responders, police officers, firefighters, um, that have already gone through a lot of the training, uh, that they might need to, uh, be able to deal with this on a day to day basis. Uh, so we do see a lot of that, a lot of military, actually. A lot of, uh, retired military folks also feel pretty comfortable in this space. And quite honestly, we also see just a lot of business folks, um, that, that go down the route of, uh, you know, executive model, so to speak. Um, they see our business model, um, and they say, hey, that looks good. Uh, I don’t necessarily want to do this work every day, but I know I can find a great general manager, I can find a great lead tech, and I can scale and run a profitable business.

Lee Kantor: So then, um, the the kind of the operations and the mathematics of it are attractive to folks who may not be as comfortable, you know, being inside that a crime scene environment there. You can hire folks to do that work.

Ben Kramer: Yeah, absolutely. Yeah. We could inside bio one, we call it in the suit. Uh, right. Because we have to put on these Tyvek suits. A lot of times to enter into these different environments. And so we definitely have owner operators that are in the suit, so to speak. Uh, and we definitely have owners that are not in the suit. Um, and, and it does work. You know, it works for both, both types of owners, I would say. Yeah.

Lee Kantor: So now when you’re working on, um, it’s a it’s such an unusual concept to be a franchise. And I love it for the because of that, because a lot of people think they know what franchising in is and they think it’s some restaurant or it’s some, you know, kind of food related business. And franchising works in a lot of different industries. And this is a great example of how, um, this isn’t an obvious franchise for folks. And I would imagine that’s, uh, kind of is good and bad, like to attract a person to even be aware that this is a franchise that takes a lot of education. And I would imagine you work with a lot of brokers or folks that are out there recommending this as an option, because, I mean, how many people just think, hey, maybe this will be an area.

Ben Kramer: Maybe I want to go do pricing, right?

Lee Kantor: Like.

Ben Kramer: It’s not, it’s it’s not. And we do we do a lot of outreach, a lot of, uh, work in the broker networks. Um, and it’s interesting your point, Lee, we, uh, ifg recently, uh, bio one took away a broker, um, a broker voted award of. Don’t judge a book by its cover. Um, because of exactly what we’re talking about here, which is, you know, on the surface, it may immediately kind of turn some people off and say, oh, I don’t I don’t know about this. Right. Uh, but when you start opening up, uh, you know, the FTD and looking through the financials and looking through the operating model and the business model and the support, um, you start to see that it’s not quite what you thought it was on the surface.

Lee Kantor: Yeah, and I think it’s the hard part. I don’t know if this is true, but just to be part of someone’s consideration set, you know, takes a lot of education because again, this is not something if somebody’s putting a list together of things where they would work because they just, you know, retired from, you know, IBM, I don’t know where this would be on that list unless someone prompts them.

Ben Kramer: Yeah. And that’s why I would say the majority of, uh, of the interested parties that we get to talking to are coming from broker networks, uh, where they’re able to have those conversations with them about, have you thought about something like this? Let’s look at the let’s look at the, uh, you know, what they’ve got published as kind of the, the model and and how do you feel about it. And and so and that is why you do see, like you asked me at the beginning, traditional or ideal owner type. And even brokers tend to lean in more towards first responders and military, um, and EMTs and nurses, uh, even ex doctors we have in the network. Um, just because there’s not as much of an initial right.

Lee Kantor: They’re not going to be squeamish about this. This is not something, you know, if you just go to some random person, I’m sure the average person’s like, do you want to be around this or do you not want to be around this? And they’d say, no, I don’t want to be around this. Yeah. You know.

Ben Kramer: But I will say, what I will say is having started here at bio one and, um, we have a lot we five star in bio one, you know, there is very proud brands and so everything we have is branded. And uh, I travel quite a bit for this job. And so I’m always wearing bio one logoed gear and I’ve had more people, uh, just random strangers stop and talk to me about it than I ever have of any other logo that’s been on my shirt, so there’s definitely an interest in it. Yeah, I won’t admit it off the top.

Lee Kantor: Well, I mean, I think there’s a curiosity. I mean, I think what goes in your favor is that so many people love true crime, things like that, that it’s just a conversation starter just around that.

Ben Kramer: It is. You’re right, you’re right. But but the real I mean, honestly, the part of the reason why I’m at this brand now is, is that that very unique. And I think this is what draws in and what brokers are able to talk to potential owners about is, is what draws in people about this, uh, this ability to combine, uh, a successful, profitable business with a mission driven focus. Um, that that, to me, helps people put the work aside sometimes, um, because it opens up the door to them being able to put those two worlds together, which, which is, which is sometimes, uh, a A challenge. Um, in any work you’re doing?

Lee Kantor: Yeah. When you have a why that’s so compelling. And again, I don’t I’m not I think what you’re doing is important. And I want more people to know about it because it is important. It’s just I don’t think they connect the dots that this could be a franchise for me. You know, in my town, like, they don’t, they don’t even think of the possibility. So the more that we can help you get the word out, I think is important because it should be part of a consideration set of someone who’s thinking about this. Because, like you said, there’s probably in any community, a bunch of people that can go into this environment and do a great job and turn someone’s worst day into something manageable, you know, down the road because they did good work. I mean, I think it’s important work you’re doing. I don’t think there’s any debate about that.

Ben Kramer: Yeah. And the owner group here, uh, we we are just hyper focused on that mission of help first, business second. And quite honestly, I think that’s what distinguishes us from other brands. And that’s what you start to call we’re just not another cleanup company. There’s the owners that come in and maybe I’ll go back to, you know, what an ideal owner, the other ideal owner has to be one that is going to lead with that mantra, with that mindset, uh, that I’m here to service the community, my community, um, and help these folks and I can have a profitable business while I’m doing that.

Lee Kantor: Now, how do you kind of train that level of empathy and not look at it as, hey, get out of my way. I got to clean this stuff up, but really kind of empathize with whatever the situation is that the person that called them is going through, because that’s kind of some art and science there, I would bet it is.

Ben Kramer: And quite honestly, I don’t think you can you can’t train it. Um, so really, I think, well, what we do is we look for that, those personality traits while we’re going through the process with prospective owners. And once we as a brand feel like, yeah, they fit, they have this because teaching somebody, you know, to to balance empathy with with also running a successful business is is very challenging to do. It’s one of those things they almost have to bring to the table. Um, but we do coach and teach on why and how it’s important. Um, and what impact that can directly have on your business. And I’ll take that to, uh, Google right now. Right. Google is Google changes their algorithms for, you know, paid advertising and SEO constantly. But more recently they’ve pivoted to this, uh, eat algorithm or eat algorithm, which we, they experience, uh, expertise, authoritativeness and trustworthiness. And that’s different for Google. It’s a pretty big shift for Google. Um, but it’s in bio ones favor. Um, because of the way we’ve built this brand from the beginning, uh, which is around this the and I would I’m never going to say it’s a customer. Right. It’s a it’s around the client’s experience. Um, and what we as a brand are bringing to the table so that having that is kind of a necessary requirement. And then we teach them how to how to make that a business advantage, if that makes sense.

Lee Kantor: Now, how does that, uh, franchisee kind of the boots on the ground in a, in a market, um, go about building the I would imagine referrals are the key for you. Um, because, you know, I don’t I hope they don’t have a lot of repeat customers, you know.

Ben Kramer: Well, it it’s interesting. We we really have a couple paths, a couple verticals to, to pull those revenue streams from. And there are actually, um, uh, recurring revenue, uh, that, that a bio one owner can can get. Um, and it’s not what you would think. It’s not a, it’s not a person’s home that we’re going into or an apartment or something like that. Um, those are no, that’s not a repeat business, but the apartment complex itself, uh, property managers that oversee, uh, multiple complexes, those are referral partners that we build relationships with that do deliver, uh, recurring revenue streams. Um, and because of what our owners are trained in handling every day, there’s some really unique ones out there that that owners have been able to find, uh, you know, partnering with, uh, vet clinics, um, partnering with, um, uh, recently I’ve talked to one that partnered with, uh, trailer, a trucking company, and they their job is to to haul biohazardous waste. And these trucks have to be cleaned. Uh, you know, every month. So again, that’s a recurring revenue stream that they’re partnering with locally, um, in their community.

Lee Kantor: So now is your team at corporate, like you’re trying to figure out the processes and equipment and the things they need to deliver on whatever kind of, um, situation that a franchisee might find in their local community. So, like, once somebody finds the trucking company and it’s like, hey, that’s great. Everybody can use that. Uh, then then you go to work building the process and equipment and the, the systematic way to execute on something like that so that everybody benefits from that kind of learning.

Ben Kramer: You hit the nail on the head. That’s exactly what we’re doing. We’re leveraging those those um, in this particular case where we were taking, uh, brand fund dollars and we’re applying that to what we’re calling national accounts, national relationships. And we take these that are happening at a local level, and we scale them up and we put the tools and the resources behind that. You know, let’s let’s take a couple examples. Call centers, distribution centers, uh, to be able to say, all right the call comes in dispatch center, be able to take the call, dispatch it to the right owner. Um, make sure the owners, uh, understand what the SLAs are for that national account. Make sure that to your point, you know, do we have and are there any special, uh, equipment that we have to have, uh, for any of these accounts that we can, again, leverage our buying power as a network to get them at a better prices for the owners. These are things that we as the franchisor, um. As a leader, I look at the North Star as what are we doing as a franchisor to help these owners be more successful? And what you just laid out and what I went into a little more detail is exactly that. It’s leveraging the community buy in through brand fund or software, tech fee or SEO fees to to provide a service to these owners that they wouldn’t otherwise be able to get if they were independent operators.

Lee Kantor: Right. And you’re just constantly kind of pushing the value up and create more and more value to make it easier for your franchisees to get one more client.

Ben Kramer: Yeah, absolutely. Yeah. And and not only that, but we you know, we answered the phone and we dispatch it to them, right? So we make it even easier.

Lee Kantor: So that’s part of the offering is that, um, you’re kind of giving them the leads in their local market.

Ben Kramer: Yeah. That’s, that’s the direction we’re moving is we’re giving them leads. I mean, they’ll get leads through the SEO process, which we definitely, you know, that’s a huge piece of of what we’re doing as a brand, uh, is trying to leverage leverage national SEO. Right. The so-called saying of, you know, the rising tide lifts all the boats. Um, get everybody going up with that. Um, so that’s where a lot of the lead delivery is going to come from. You know, we’re looking at actually delivering them the job, right? So let’s walk through a small example that we we’ve been kind of using is locally somebody finds a relationship with a trucking company. Uh, we pass that to our national accounts, which is, you know, funded by the brand Fund national accounts, gets Ahold of them, negotiates a national deal for the whole network. Right. And now those calls. And when we negotiate those calls come into our call center. Um, we we take those calls 24 over seven. And then we’ve trained that call center to even dispatch that call to the particular location that need that would be able to service that job and push it directly into their into our CRM. And so it’s just interesting to look at that like that’s the brand fund working. That’s the tech fee working. Um, that’s all of these, um, monthly fees going to work and paying dividends back to the owners.

Lee Kantor: So now, um, what do you need more of? How can we help you?

Ben Kramer: You know, I think what we need is just to your point earlier, right? We need more exposure and more understanding that franchising, uh, isn’t just, you know, yogurt shops and dog washing places and restaurants, um, that there are there are franchising opportunities out there for folks that that are wildly different from what most people think. Um, and quite honestly, uh, I think provide a, you know, a really strong operating model and profitable business that can couple with this mission driven again. So we just need more exposure. We need more people to know about us.

Lee Kantor: Now, is there a story you can share, maybe a franchisees success story that you’re most proud or is memorable.

Ben Kramer: Yeah. You know, um, we had a franchisee join the system, uh, last year. Um, you know, let’s call it mid-year. Uh, 24, in the, in the, uh, Maryland area, uh, ex-military and, um, just, you know, really bought into, um, our startup and our ramp up and our onboarding, um, really, even from an early, early stage was just. Yeah, this is what I’ve been looking for. Um, and the revenue growth that he saw was like, nothing I’ve seen in a short ramp up time. Uh, and it allowed him to. Within 12 months of starting, he bought two more locations, um, and funded that through his business, which is just incredible. Um, and to to see that kind of success. And now he has three communities that he’s supporting. Uh, with bio one services is really awesome to see. Yeah.

Lee Kantor: So how do you kind of, um, manage the territories? Like what? Because I can’t imagine, like, it can’t be a subway where there’s one on every corner.

Ben Kramer: No, no, no. Definitely not. Um, you know, we manage the territories, uh, right now. You know, it was a it was a difficult topic because early on, um, we talked about how the brand was founded initially. Right. And, um, they my experience in franchising, it wasn’t really set up. Like, I like a traditional franchise. There weren’t dedicated, uh, territories assigned, which makes it a challenging once we’re coming back on this now. But now we’re looking at it through these protected marketing territories or pmts. So every new owner that comes in gets a PMT, and then we base that off of a couple of different numbers. Population is one, demographic is another. And then we can cross that with, you know, public statistics as well, uh, that show us what we believe. The potential in that particular, um, PMT would be for the owner.

Lee Kantor: Now is the I mean, can you educate us a little bit about how it works, like say something terrible happens, like crime related? Is it the like the residence owner’s responsibility to pay for the cleanup on that? Like, how does that work?

Ben Kramer: Yeah, you know, it’s interesting. There are quite a bit of what we call self pays that do happen in this space, but there’s also quite a bit of insurance coverage that happens during this time as well. Um, and that’s an education piece on bio one when we, when we get this and typically we’re going to get that kind of a crime scene. Uh, we’d would typically come through um, either local law enforcement, usually the detectives that would be potentially be involved um, and or um, the medical examiner’s office or coroner’s office, um, also lets families know about our type of services. And so when we come in, it’s our job to educate, uh, that homeowner, if it’s an individual, um, that in many cases, their insurance policy, their homeowner’s policy may cover some or all of this type of service.

Lee Kantor: So our insurance agents also referral source.

Ben Kramer: Not so much the agents. Um, we we go more towards, um, the adjusters themselves. Um, and then also again on a national level, we would approach them nationally for national contract work.

Lee Kantor: Oh, so they say, okay, if this happens in this market, these are our go to or.

Ben Kramer: Yeah, typically with insurance companies you really just get put on a preferred.

Lee Kantor: Preferred vendors list.

Ben Kramer: Because insurance can’t mandate something, right? Right. But we buy one is, you know, a preferred vendor on a few of the carriers. Yeah.

Lee Kantor: Well, if somebody wants to learn more, have more substantive conversation with you or somebody on the team, what’s the website? What’s the best way to connect?

Ben Kramer: Yeah. Bio-one Bio-one, Inc. Inc.com is the website to go to. And all the information they would need is there.

Lee Kantor: And it’s all together. B I o n e I n c.com.

Ben Kramer: That’s correct.

Lee Kantor: Yeah. Good stuff Ben. Well congratulations on all the success. You’re doing such important work and we appreciate you.

Ben Kramer: Yeah, absolutely. I really appreciate you having us on and getting getting by one a little more exposure to to the communities out there.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Franchise Marketing Radio.

Transforming Productivity for the ADHD Mind

by

High Velocity Radio
High Velocity Radio
Transforming Productivity for the ADHD Mind
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In this episode of High Velocity Radio, Lee Kantor interviews Christine Kotik,who believes success begins with identifying a better way—and sharing it. Drawing from her own experience living with ADHD, she understands the gap between potential and performance, and the transformation that occurs when individuals discover strategies that truly work for them. As an ADHD & Executive Function Coach, Speaker, and Trainer, Christine brings both expertise and lived insight to her work, helping adults, college students, and organizations rethink productivity and develop practical, sustainable systems tailored to the ADHD brain. Her mission is to empower people to work more effectively, build confidence, and thrive on their own terms.

Christine Kotik believes success happens when we find a better way—and then share it. That’s been the through-line of her work and her life.

As someone who lives with ADHD, she knows what it’s like to feel capable and smart, yet still struggle to follow through, manage time, and meet expectations. She has felt the frustration of knowing she could do more—if only she could find a way that worked for her. And she’s experienced the transformation that comes from discovering that “better way” and using it to build a life she loves.

Today, as an ADHD & Executive Function Coach, Speaker, and Trainer, she helps others do the same. She challenges the status quo about what productivity “should” look like and helps people think differently—about their time, their energy, and themselves.

She works with adults, college students, and organizations, creating practical, customized strategies that work with the ADHD brain, not against it. Her approach combines professional expertise with lived experience, offering both the know-how and the understanding to create lasting change.

No matter the setting, Christine’s goal is the same: to help people work smarter, build confidence, and thrive—on their own terms.

Connect with Christine on LinkedIn and Facebook.

What You’ll Learn In This Episode

  • ADHD in adults and students
  • Running a business with ADHD

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.

Lee Kantor: Lee Kantor here. Another episode of High Velocity Radio, and this is going to be a good one. Today on the show we have owner ADHD coach with CKADHD Coaching and Consulting, Christine Kotik. Welcome.

Christine Kotik: Hi. Welcome. Thanks, Lee. I’m happy to be here.

Lee Kantor: Well, I’m excited to learn what you’re up to. Tell us about your coaching practice. How you serving folks?

Christine Kotik: Sure. So, um, I’m an ADHD coach and I’ve been doing this for ten years. I work with individuals from about middle school, so maybe around like 11, 12, 13 all the way up to my oldest client was in her 80s. So I work with them one on one. I also go into schools and help parents and teachers and go into companies to help them work better with their employees with ADHD.

Lee Kantor: So before we get too far into things, can you share a little bit kind of a macro view of ADHD and what it is, and then why someone would need a coach to help them?

Christine Kotik: Sure. So I feel like anymore like the idea of ADHD has exploded from when I started coaching ten years ago, it was still a lot more of like a quiet, um, stigma involved, um, disorder. And it has grown so much. I think Covid allowed a lot of people to gain a new understanding of what their students with ADHD were going through. And, um, there are currently, because of the increased understanding and the increased attention to it, a lot of adults being diagnosed later in life with ADHD. So oftentimes people think of ADHD as, you know, the the young boys in school who can’t pay attention, can’t sit still, can’t focus, and maybe are always getting into trouble. And what we know now is that is part of it. But that’s not all of it. That’s not true. That’s not you know, what ADHD really is. And so ADHD is a difficulty regulating your focus. So not lack of focus but regulating the focus that you have I liken it to being like a floodlight. And the problem is we’re getting all the things and we can’t always train it in on what we want it to. And then sometimes it does and we become hyper focused and we forget about the other things.

Christine Kotik: So that’s one piece of it. It’s also challenges with executive function and also with emotional regulation. So it’s pretty complex. If you know one person with ADHD you basically know one person with ADHD because it could look different in somebody else. So, um, I think there’s a lot of of false information out there, but there’s a lot of good organizations that are putting out good information about ADHD and why someone would want to work with a coach. Um, is generally because, um, coaching is a I don’t want to call it necessarily a treatment modality, but it is one way that helps people with ADHD understand. So get some psychoeducation understand what’s going on with their brain, and then coaching helps bring out what do we do now? Like, I know these things. I know these things about myself. I get what I’m doing and all of that, but I want to do it differently and so coaches can come in, help gain that understanding and then help push people into, um, into different ways of thinking and different ways of doing things that allow them to have that growth and success that they’re looking for.

Lee Kantor: Now, earlier you mentioned like three, I guess, uh, groups of folks that are that you deal with the younger folks kind of, uh, I guess the older, younger folks and then the then the adults. Um, yeah. Does it present itself differently to each of those groups, or is it kind of once? Uh, it is what it is at, at either at any stage.

Christine Kotik: Yeah. Yeah, that’s a great question. So, uh, it does it does present itself a little differently. Um, you know, I think as in younger and younger people. So children, adolescents, there’s a lot of outward, um, a lot what people notice more. Let me put it that way. What people notice are the outward signs of ADHD. That excessive energy. Talking fast. Um, you’ll notice I haven’t grown out of that. So I still talk fast. But that talking fast, that kind of moving around constant energy, maybe struggling to control behaviors, those sort of things, those are often what people see in younger folks as people get older. Like we learn coping mechanisms, right? We learn how to deal with some of those things. Some things are positive ways of dealing with it. Some are not so positive ways. So, um, I always say like the things that I work with, um, on my older adults, my more wiser, wiser adults, it they’re the same issues. It’s just the environment changes. Right. So now I still might struggle. You know, a young person in school might struggle with procrastination, and it affects their ability to be successful in getting their schoolwork done and all that. But as people get older now, it’s procrastination in work situations and it’s Fascination in, um, home situations. Um, so I think it just those things are the same. It’s just the severity ebbs and flows. A lot of times people in transition found that they had things that were working for their brains and that they were able to, you know, kind of get things done like they wanted to and be the person they wanted to be. And then there’s some sort of life transition, could be a new job, could be a a Covid shutdown that now has them working from home instead of in an office. And so now those tools and skills and things that they put in don’t work the same anymore. And that’s where those ADHD symptoms start popping up again. So they’re always there that they just kind of morph and change. Um, throughout the lifespan.

Lee Kantor: Now um, is ADHD, um, is it kind of neutral or, or like or is it some of it like a Super power or some of it, you know, frustrating. And then you gotta, you know, cope with it like, or just is it just something and then it’s just you got to figure out how to, to make it work for yourself.

Christine Kotik: Yeah. Um yes yes yes and yes. So to answer all those. Right. So there are, there are people, I mean ADHD, some of the, the symptoms of ADHD, for instance, since we use hyper focus and that’s that. So as a as a parent. Parents are looking at their kids and saying my child can play video games and get to all these levels for hours and hours and hours, but I can’t get them to sit and do their homework. Right. So ADHD is is interest based. So interest in video games is huge. And I can hyper focus in that. Like that’s a that could be a negative because I’m not focusing on what is expected of me at the time, which is, you know, homework and schoolwork. But I can hyper focus on a game. You take that same hyper focus and move that to somebody in their career, and they are maybe an engineer and they have a project that they’re working on. They might go into hyper focus on that project because that’s I mean, high interest. It’s novel. It’s just the right amount of challenge. And they can’t wait to jump in and get involved in it. So that’s a superpower to be able to do that. Um, but they might be then neglecting all the little things outside of there. So while they’re hyperfocusing, they’re missing out on the focus on maybe paying bills and remembering to pick a child up from daycare at the end of the night because they’re so focused. So like the things that are strengths, they it just has to be managed well so that you can also pull out the things that make you, um, that give it make it a challenge, if that makes sense.

Christine Kotik: So there’s all those pieces of it. And what also happens is sometimes the pieces that make people great, um, oftentimes folks with ADHD are great in a crisis because they have that that ability to be fast thinking and calm in a crisis. They are creative thinkers. They’re out of the box thinkers. Um, they’re so as an employee, that can be amazing. But if they’re also experiencing a lack of executive functioning skills that are helpful in a workplace, they’re showing up late to work, they’re late to meetings, they’re struggling to be focused on what’s the main point of a meeting. They’re struggling to get work done on time, all those sort of things, you know, a workplace, depending on what they’re valuing and how they’re supporting their employee, that could look really awkward because the employee could be getting dinged for all the negative things while they’re not being allowed to really, like, live into the things that are amazing about their ADHD brain. So it’s a it’s an up and down with people. And that’s one of the things I think that can be really hard for folks without ADHD to understand. Like, you’re so amazing here. Why can’t you just do this right? And it’s like, well, you know, you’re probably really amazing at something that you can’t just do this either. And that’s how our brains work. So, um, I think that that’s probably the best way to answer that.

Lee Kantor: Now, when you’re working with folks, um, are they getting kind of an official diagnosis or do you go somewhere to get diagnosed? Is there some sort of an assessment or a test that can determine if you have ADHD? Or maybe it’s something else, like could it be an obsessive compulsive disorder. Or you could be on a spectrum like, are these things because it sounds similar to other things, but it just depends, I guess, on the severity or how it’s impacting their day to day life.

Christine Kotik: No, that’s a great question. And as a coach, I don’t, um, I don’t diagnose ADHD. Um, so that’s not one of my that’s not one of my areas of scope, but I, you know, when someone thinks they might have ADHD, like to send them to a, a licensed clinician that can do that work. And it’s it is people sometimes people say, well, I think I have it, you know, isn’t that good enough? And for some people, that could be good enough. Um, and I don’t like you don’t have to have a diagnosis to work with me because things that help folks with ADHD, like they help everybody, right? They’re not just like an ADHD. You know, it’s not like glasses that help people see better. They’re things that are good for everybody. It’s just that folks with ADHD sometimes really need that specific help. So when when people are thinking that they might have ADHD oftentimes and you kind of hit the nail on the head, maybe without realizing it, but ADHD often doesn’t travel by itself. Um, there are a lot of it’s called comorbidities. So people with ADHD often have experience of, um, dyslexia, dysgraphia, dyscalculia, um, anxiety, depression, um, you know, and OCD is part of anxiety is a, you know, a form of anxiety. Um, there yeah. Autism spectrum. All those different things can also happen along with ADHD. So for me, like helping making sure someone like if someone is severely depressed, if they have ADHD, those symptoms are going to be we’re not going to be able to coach really well because it’s the depression that needs to be, um, that needs to be treated in one way or another.

Christine Kotik: And so, you know, if you just can’t get out of bed because you’re depressed, that’s different than struggling to get motivated because of your ADHD to get out of bed. So being able to, like, know that, um, and help people find the best, um, treatment and plan for them is super important. But yes, and oftentimes too, um, it’s helping them find the right diagnostician. I guess that’s a big word, but find the right person because it’s important. If someone suspects they have ADHD to find a mental health provider, a licensed, um, you know, health provider that understands ADHD because oftentimes, especially women, people with the inattentive type of ADHD, there’s two different presentations. Um, there’s the hyperactive and inattentive, and then there’s a combination. And oftentimes people with inattentive ADHD can get diagnosed with anxiety or with depression or told, well, you’re too smart to have ADHD. And so making sure that somebody that you’re working with really understands what ADHD is. And the current research out there about ADHD, so that they get the right diagnosis and are getting help in all areas.

Lee Kantor: Now, what is happening in the life of somebody right before they contact you? Are they are they the ones that contact you, or are you kind of a referral from somebody who’s working with them? Like is there a trigger or something, a symptom, a sign that that tells a person, hey, maybe it’s maybe I should contact Christine and get some coaching?

Christine Kotik: Yeah, I love that question. Um, it’s a little bit of both sometimes, um, with my students, even my college students Oftentimes I the first contact comes from a parent. Right. So a parent is recognizing wow, my my child is struggling. I don’t have the tools to help them. We’ve tried these other things. The school hasn’t been able to help them enough. Let’s look at ADHD coaching. So I oftentimes get you know, that, um, that’s where that comes into. And for a parent that might mean like a child who is has, um, a bright average to bright level intelligence, but there’s all these other things that are happening that are a struggle for them. They’re not getting their work turned in. They can’t sit down and do their homework. They’re waiting till the last minute, and then everything is piling up. And then they’re anxious because all of this is piled up and how am I going to get it done and all of that. So that’s oftentimes what prompts parents to reach out to me. Um, sometimes it’s in college, I have kids that come to me, um, after, you know, a rough start to a semester, and they’re missing class and they’re missing assignments, and they’re, you know, I have sometimes at the end of a semester, a student who did great in high school, they get to college, right? There’s still the same student. There’s still the same bright brain that got them to do well in high school. But the problem is the the guardrails are off. The parents aren’t there to oversee as much. They’re on their own. There’s a whole lot of new that that transition, a lot of new environment and new life experiences. And they don’t have the maybe the executive functioning skills or the student skills to do well.

Christine Kotik: And maybe they’ve had a semester where all of a sudden they’re on academic probation. And so parents are reaching out, or sometimes a student reaches out and says, hey, we need to figure this out. So there’s that aspect. Adults, sometimes adults I get come to me because they are um, maybe have been put on a I think it’s a pip a performance improvement plan at work. Like there’s something going wrong and they can’t figure out how to change it and work. Can’t figure out how to change it. And they hear about, oh, ADHD coaching. Let me look into that. So I get clients coming in because of that. I get clients who’ve maybe been in therapy for a while, and they’ve talked through all the emotional sides of things and the, you know, the experience growing up and getting a late diagnosis. And what’s that mean? And now they’re ready to, like, figure out, I’m here and I want to be here. What are the steps like the actual action steps I need to take to do that? How do I get that accountability and those sort of things? So sometimes I get clients that are coming from therapy and wanting to work on things in a different way, and that’s what coaching does. Um, so sometimes I get people who are struggling in their relationships, um, because a spouse or a partner feels like, well, they don’t care. They’re not listening to me. They’re not participating. They’re leaving things, their responsibilities out. And so maybe a partner, a spouse had said, hey, can we look at this and see what we can do? So that’s another way that, you know, something that could be happening right before someone comes into coaching.

Lee Kantor: So what’s your backstory? How did you get involved in this line of work?

Christine Kotik: Well, so, um, that’s a great question. I’m trying to think, how do I tell this quickly? Because I feel like it’s a it’s it involves story. But. So I was someone very successful all through school. I very driven um, k through 12. I always wanted to do all the things and show everybody I was smart and I could do these things, and I was a rule follower. I thankfully had a mother and fantastic teachers who chased me around to pick up all the pieces to remind me to get stuff turned in to finish this thing, get started on this thing. All of these pieces that at that time nobody said, oh, that’s ADHD. That wasn’t, you know, back when I was growing up. That’s just not how ADHD looked to people. So I like I said, I did well, I was valedictorian of my high school. I went to college on a full tuition scholarship. Um, the problem started happening when I got to college, because I had had the structure of high school and schooling where you did all the things and like I said, people running around to help kind of manage me. And I got to college with the same intelligence that I left high school with. But it didn’t look that way because I could not get myself to sit down and study when it was time to study, because I didn’t have that.

Christine Kotik: I just didn’t have that, like, skill, that understanding of how that worked. So I wasn’t doing that. I didn’t get how to You plan my workout, which in college you have to do differently? I didn’t know how to budget my time. I didn’t know how to do any of those things, and the people that had helped me do that obviously didn’t come to college with me. Um, and so I kind of I didn’t know what to do. I floundered, I was on academic probation, I withdrew from classes. I started classes really strong, got overwhelmed, shut down, couldn’t figure out what was going on. Why was this happening? I was embarrassed, I felt like I couldn’t. I don’t want to tell my parents this what is happening. I don’t know how to do this. I didn’t want to tell professors because I had always been the smart one. So now how do I say I’m lost? I can’t keep up. I don’t know what to do. All these emotions, strong emotions going through, all the shame. Um, eventually figured it out. That’s the good part of the story. Um, I always tell people I walked across, um, you know, the stage at graduation and got at that time they actually gave you, like, your diploma, but I didn’t get mine.

Christine Kotik: I had to finish two classes over the summer before I could actually graduate, which was embarrassing and something that I like hid from, like even my own mind sometimes. Um, got a job and did okay. Um, and things were going fine. And then I had kids and things started falling off the rail. I was married and had kids taking care of a house, and all of a sudden things started getting challenging again. And it was embarrassing. And I hid it, and I felt bad about it. But bills weren’t getting paid on time. Um, kids school stuff like, you know, getting the call from the school. Um, Mrs. Kotek, you know, your son’s not gonna be able to go on the field trip because we don’t have his permission slip, and we gave it to, you know, and this and that, all these things. And it was just messy. And I didn’t understand why, um, I stayed home with my kids. I then went back to school as an adult, which was very different and was a different experience, and got a teaching degree and taught school at a fantastic place here in Columbus, Ohio. Uh, the school for kids who learn differently. And I realized I was that kid. Like, that was me. And it answered a lot of questions. And so as an adult, I received my ADHD diagnosis, which cleared up so many things, gave me answers to questions I had been asking, things that I was burying about myself and feeling bad about myself.

Christine Kotik: And so through my time at that school, I taught there for six years. Professional development was ADHD and executive functioning. I joined Chadd, um, which is the national ADHD organization, um, that does advocacy and support. Um, really got involved with that and went to a conference, heard about ADHD coaching and was like, oh my gosh, this is amazing. This like puts my interests and all the things that I love to do with my personal experience, my business experience of owning a company, and so left my teaching, um, that fall. That spring, after taking courses, uh, coach training courses and, um, getting coach certified and all that and left and started my business. And that was in 2015. I have not looked back. It has been a great experience being able to help people figure out what works for their brain, to understand that it’s okay to have the brain they have, and if they have a way of one, they’re the only one that something works for that that’s not silly. That doesn’t make them less than. It’s just their way. And if it’s successful, that’s awesome. So that’s that’s the long winded story of how I got here.

Lee Kantor: Now, is there a story you can share that maybe illustrates how the impact of the coaching, uh, don’t name the person, obviously, but maybe share the challenge that they had, you know, before and then once working with you, they were able to get to a new level.

Christine Kotik: Um, yeah. So I have worked with, um. Trying to think the best story to tell. So I worked with a small business owner, and he was really struggling to figure out like he knew he was successful. He could know these things. But the challenges of running a business and having employees and growing his business the way he wanted to, like the struggle, felt unbearable to him. He was frustrated that his business wasn’t growing like he wanted to. He was always exhausted. He felt like he was letting his employees down because he was not on the same page as them when they were on one page and trying to figure all this out. And so we, you know, spent time working together and talked about a lot of things. And for him, what he realized in all of this was he wasn’t managing his time and his ADHD energy in a way that worked for him. So, you know, he knew that there were times where he was really low energy and he would just kind of slag through things and not really do anything about it, but struggle. There were times when he was high energy and almost too much energy, and then people around him were like, whoa, slow down. We can’t keep up. We can’t do the things. So we did a lot of talking and kind of came up with a system that worked for him. One of blocking out time that was like his own time to do the the thinking work that he needed to do and which he wasn’t leaving time for that.

Christine Kotik: And that’s what made him successful in starting this business, was being able to think about those things, but he wasn’t taking the time. So building in time in his day, that was saved for that kind of work. Um, versus all the have to’s of running a business, you know, the administrative stuff and the team meetings and all that. But that time just for him. So that was really important for him to realize he needed that. That’s what made him successful. That was his ADHD brain doing. Its amazing thinking. But he let that go as he started running this business. So finding time for that. And then the other thing that he realized was he had to like gauge where he was during a day and know that if he was running at low energy, what were the things that would build his energy in a positive way? So, you know, he’s like, I know I could drink, you know, a Red bull and some Mountain Dew and those sort of things. But then that just makes me kind of frantic and crazy. So in talking about that for him, he realized that what he needed was to get outside of his office and take a walk, um, actually get outdoors and come back in and be ready to focus and in a higher energy, but not a frantic energy. And those were his.

Christine Kotik: Those were his actual words. High energy, frantic energy. So we worked on creating this energy scale for him that he could sit and like, examine. Okay, gosh, I need more energy right now, but what kind and how do I work with it? And so doing that with him, giving him that time to process all of that during our coaching and then, you know, him building in that time for that, that like creative business work that he needed, that was really huge for him. Um, it it calmed him down. It enabled him then to focus better when he got home with his family. He had a young family. So it enabled him to work better with that, um, and manage those things. And so, like, sometimes people think of, you know, coaching is, is coming up with some maybe some specific target or something like that. But this was actually like, like Lessening the administrative work he did to give him time for the work that made him successful, and that gave him like that. That overall sense of feeling productive during the day was actually taking that. I don’t think he ended up some days it was an hour and some days it was half an hour, and some days it was an hour and a half depending on the flow of his work. But that was his time. That was a break from all the busyness of work for the thinkingness of work, and that was huge for him.

Lee Kantor: Now, is there any advice you can share? I like advice for two different groups of people. One is a parent of a child that they might suspect has ADHD, and the other is advice for an adult that might be struggling with ADHD. Can you share like one piece of advice for each of those groups?

Christine Kotik: Yeah. So one of the things and you know, for a parent, there’s there’s often so many struggles and sometimes parents are struggling with their own ADHD, which then makes it hard to manage and deal with your child with ADHD. Right. So one of the things that I, I really try to talk about with, with the parents that I work with and families that I work with, is that that children with ADHD tend to push our buttons. They do things that seem illogical to our adult brains and that, you know, they don’t make sense. They don’t seem to learn their lesson. They don’t seem to follow the plan. All of those things. And when I tell parents, the biggest piece of advice is to know that that is not intentional. Your child isn’t getting up in the morning to purposefully be slow and take forever to get ready for school. That’s not intentional. That’s not their plan. That’s their brain wiring. And so if we can support them and provide tools and strategies to do things differently than they can behave in a different way. So like that behavior that they’re seeing often has a different reason than what parents put to it, which is sometimes they just, you know, they’re not trying hard enough. They’re not doing this. They’re not well. Kids will do well if they have the skills to do that. So look for what’s missing for them. What is it that they don’t get about the situation? What is it that’s happening? So that’s my thing is to not put motive to what they’re seeing in their child’s behavior and try and kind of be an investigator and be curious about what’s happening for them, what they’re thinking, what they’re feeling and what they’re experiencing, so that then you can help support them in maybe changing the environment, maybe changing their thinking, maybe changing the thinking of those around them to help them be successful, um, as they’re going through things.

Christine Kotik: So I think that’s my advice for parents for an adult with ADHD. Uh, I think it’s it’s somewhat the same, right? So often it’s just a little different. You know, folks with ADHD are living in a world that is not built for their brains. Oftentimes, you know, a very, um, like a, like a regimented place. So thinking about that and understanding that is super important. I have this thing. It’s kind of silly. It’s called my me hat. It’s actually a hat. It’s a bucket hat that I ordered off of Amazon that I had me, me printed on. And so when I get frustrated, when I’m trying to do all the things to fit into this narrow box that the world has made, I put that in me hat on and sit there, or I look at it, it’s sitting over here in my office. I look at that and say, am I like managing my energy right? Am I like getting am I out of whack? How can I manage my energy to fit this situation better? Am I in charging in the right way and setting boundaries for myself, or am I just saying yes to everything to prove that I can do it because I feel like I’m less than? I don’t I don’t need to do that.

Christine Kotik: I can say, no, I can’t do that. I, I don’t need those things. I don’t have to. Because oftentimes people with ADHD will tell me they feel like they’re running at 110, 150%, and it appears like they’re keeping up at 70%. So that feeling, it’s important to understand that. How do we how do we manage that if our brain is overstimulated or understimulated, how do we manage those things? And so knowing that you don’t need fixed, that’s not what this is about. It’s not about fixing something. It’s about understanding how you can best fit into the world around you and knowing what you can do to, um, to, to kind of to do those things, but accept who you are because you’re amazing that way. Um, so that’s I feel like that didn’t quite hit all the things, but but that’s kind of that’s what it is. Like, we don’t have to be less than who we are. We’re amazing the way our brains are. It’s just understanding that you come about things in a different way and finding your way in the world that is set up for a neurotypical brain and figuring that out.

Lee Kantor: And that’s really where the impact of coaching comes in. I mean, you’re just, you know, kind of dealing with them the way they are and just giving them strategies and techniques to manage things. And then, you know, they’ll take what works for them and they can leave behind what doesn’t.

Christine Kotik: That’s exactly right. Yeah, I appreciate pulling that together. That’s one of my things. Sometimes my brain gets ahead of my mouth and then I’m like, wait, what was I saying? So thank you. Yes. And that’s what it is. It’s how do you know the world isn’t designed for your brain? So what do you what are you creating? And coaches help with that. Help you create that vision for yourself in those skills and strategies that allow you to. To do that. Because you should not have to live yourself. Live your life being running that high. Because what what’s going to happen is an employee. You’re going to burn out as a spouse, as a partner, you’re going to burn out. You can’t keep that up. So being taking care of you in those ways helps you be able to do all the things you need to do. You can’t just be more organized. You have to have a plan and a system in a way to be organized that works for you and help other people understand that that’s my way. This works, and it doesn’t have to work the way you want it to work, but it works for me, and it’s going to make everybody better if I’m allowed to do it this way.

Lee Kantor: Well, if somebody wants to learn more, have a more substantive conversation. What is the website? What’s the best way to connect?

Christine Kotik: Sure, they can connect with me at WW. I am also on Instagram and Facebook and LinkedIn. So I post things that are important to folks with ADHD and Neurodivergence and about helping your company understand your family understand and you understand about your amazing brain.

Lee Kantor: Well, Christine, thank you so much for sharing your story, doing such amazing work and we appreciate you.

Christine Kotik: Great. Thank you. I am so glad to be here today.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on High Velocity Radio.

Empowering Nonprofits Through Better Grant Access

by

Atlanta Business Radio
Atlanta Business Radio
Empowering Nonprofits Through Better Grant Access
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In this episode of Atlanta Business Radio, Lee Kantor interviews Luke Keller, founder and builder dedicated to helping people flourish. Luke shares how he has spent the last decade launching ventures at the intersection of technology, social impact, and scale—including co-creating MatchGrant, an AI-powered grant-matching platform, and leading Tekton Career Training, which brings VR-based digital skills training to displaced communities around the world. He discusses his passion for taking ideas from sketch to scale, uniting people around bold visions, and equipping nonprofits and everyday individuals with tools traditionally reserved for larger institutions.

Luke Keller is a founder and builder focused on one thing: helping people flourish. Over the last decade, he has launched ventures at the intersection of tech, social impact, and scale—co-creating MatchGrant (an AI-driven grant-matching platform built with 50+ nonprofit leaders) and leading Tekton Career Training (VR-powered hubs bringing digital skills to displaced people worldwide).

He specializes in taking ideas from sketch to scale, rallying people around big visions, and turning complex problems into simple solutions.

At the end of the day, his work is about giving nonprofits, communities, and everyday people the tools once reserved for the “big guys”—and doing it in a way that creates lasting impact.

Connect with Luke on LinkedIn and Facebook.

What You’ll Learn In This Episode

  • Highlights a daily connection with nonprofits worldwide, including those addressing human trafficking, homelessness, refugee support, and school-based needs.
  • Emphasizes a desire to serve more nonprofits and provide support for grant funding challenges.
  • Invites organizations to try the grant-matching software through a 14-day trial to experience its value before committing.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studio in Atlanta, Georgia. It’s time for Atlanta Business Radio, 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. And now here’s your host.

Lee Kantor: Lee Kantor here, another episode of Atlanta Business Radio. And this is going to be a good one. But before we get started, it’s important to recognize our sponsor, CSU’s executive MBA program. Without them, we wouldn’t be sharing these important stories. Today on the show, we have CEO of match Grant Luke Keller. Welcome.

Luke Keller: Thanks, Lee. Grateful to be here.

Lee Kantor: Well, I’m excited to learn what you’re up to. Tell us a little bit about match Grant. How are you serving folks?

Luke Keller: Yes, sir. Yeah. We, uh, we just launched. We’ve technically been at this for about six months. Uh uh, really, without releasing to the market, we built our platform originally for our own nonprofit, mostly based off the pain of just trying to find relevant, timely grant opportunities for our organization. We we were struggling on that. And we actually earlier this year lost a serious amount of funding. You might say we got Doge, lost some federal funds, and it kind of pushed us in a place where we just needed to find new, relevant, like I said, grant opportunities. And so our platform uses AI to surface the best fit foundations and grant grants available based off of our funding needs, based off our programs, as well as gives us the ability to manage those grants and kind of one seamless way.

Lee Kantor: So for folks who aren’t familiar about grants or how it works. Can you share a little bit about kind of grant 101?

Luke Keller: Well, Grant 101 love it. Okay. So as a nonprofit 500 1C3 um, there are a lot of, uh, foundations out there that they’re giving theses. So these are foundations sometimes, you know, attached to family offices to for profit companies. Um, they like they have to legally give away a lot of money every year. And so there’s some of these require an application process. Some of these are solicitation grants. And it’s just difficult. The existing software out there to find grants is expensive. Um, it’s generally why a lot of nonprofits end up hiring, uh, what you call development individuals. And those development people tend to be pretty costly to nonprofits. They’re very talented, but they also use a lot of this expensive software. So we just built a better mousetrap. We built a platform that kind of surfaces as grants and then helps kind of coach the nonprofits and that process of actually going through the application, you know, going and applying for those opportunities.

Lee Kantor: So these philanthropic grants are different than getting a grant from the government.

Luke Keller: No government grants are included. Yeah. So so there are government grants available for both for profits and nonprofits. And I should say like there are foundations that also give to for profits. It’s just a little bit different. We happen to focus on 501 C3 nonprofits. And our platform, you know, just surfaces those relevant grants and helps the process of applying and just makes it really easy. And and I will say lead to your question that also includes government grants. So you can also find government grants through the platform as well.

Lee Kantor: So um, is this is Grant, uh looking for grants, applying for grants. Is that something that every nonprofit should be doing if they’re not doing it already?

Luke Keller: My opinion, yes. In my opinion, the and I’ve now probably talked to. Oh man. I don’t even know hundreds and hundreds of nonprofits. We built the platform with 50 nonprofits we kind of co-created with them in beta. And so they helped directly, you know, push us in the direction to build a solution that was very helpful. And, uh, in that process, you know, that’s where we realized, like the organization, the organizations we see that tend to be the most well funded. Thus they get to have the most impactful programs, have a very diverse, uh, means of producing revenue. So that would be a mix of, you know, significant amount of money from individual donors. You know, that would be those, you know, individuals that that feel like they have to give, um, you know, they give on a monthly basis to an organization they care about. And then a significant amount of those also come from, from foundations. And then those foundations vary. So there could be family offices, like I said, sometimes those are called solicitation grants. So those are grants that, you know, by nature you can’t actually apply for. So you simply just need a tool that’s going to help connect you with the individuals that run those foundations, which our platform does as well.

Lee Kantor: And those, um, family offices, those could just be wealthy folks that just have some philanthropic arm. Right? So it’s hard to kind of find them and identify what is their, you know, where they want to invest or offer grants.

Luke Keller: Exactly. Yeah. In most cases, they actually they don’t have websites. They don’t. There’s no explicit way of applying. You just simply have to know, you know, the individuals and get your foot in the door. And so one of the ways our platform does that is that, you know, both by the matching. So the platform will match you with those and that you’re in that pursuit cycle, but also in search. So you can actually use our platform. Essentially every nonprofit Has to file a 990 every year. And so that that 990 I apologize. I have kids that have to wrangle at the moment as well. Um, but those 990 are filed by the non-profits every year. And then the the foundations also have to file a version of a 990. And so basically what we’ve done is we built a database that pulls in every 990 from the IRS website. That’s all public information, by the way. And then we’re able to essentially display that in a way that is very helpful for non-profits. So for example you can search for new foundations but you can also search for your peers. So if you’re a nonprofit, in this case, like us, that serves the refugee community here in Atlanta, I could search for organizations that do similar work to us and find who’s funding them and immediately turn those into opportunities that I can then pursue through the platform.

Lee Kantor: So you said initially you did this just for your own purposes because you were, I guess, frustrated by the current state of affairs when it comes to finding and matching up grants with, um, you know, your needs and everything. When did it occur to you of, hey, this is something that maybe we should roll out and this could be, uh, helpful to other folks?

Luke Keller: Yeah, that’s a great question. Um, I I’m a I’m a serial entrepreneur. I’ve built another tech company before. I’ve built a few other companies. In fact, you guys have actually interviewed me for one of the other ones I built years ago, and I sold, um, I had zero and and. Uh, building another business around this. This was simply a tool that I wanted to build to help our own organization, you know, find, manage our funding. And then in that process, I started winning grants faster. I started, you know, finding grants that otherwise I would not have been able to find. And that’s when it kind of occurred to me, you know, this is so powerful. This is this is a solution that most nonprofits should have in their hands, and most of them can’t afford, because our competitors are about ten times the cost of match grant match grants. Uh, for for most organizations, it’s about $2,000 per month. And whereas our competitors can be anywhere from 10 to 20 $20,000. Sorry, I said per month $2,000 per year. Uh, not per month. Uh, our competitors are more like 10 to $20,000 per year. And so, um, that’s also when I realized, you know, majority of nonprofits are are $600,000 or less in annual budget and spending, you know, $20,000 a year for a software solution, which, by the way, is still going to require you to do a lot of research. It’s just it’s just not obtainable for most non-profits. And so we we specifically focus as, as a solution that helps a majority of nonprofits find relevant grant opportunities. So to answer your question, uh, I would say once, once we launched and it was succeeding so much, we decided to open it up to other nonprofits we know and love in the Atlanta area, and they worked with us for about four months, literally weekly. Many of them, and helped us co-create what is now the solution. So I can’t take full credit for the success of our product. It truly was a labor of love, not just with us, but also with about 50 other nonprofits locally.

Lee Kantor: So. So if a nonprofit, they sign up for this or they get access to the software, then they can go on and then they just start putting in the terms that are relevant for them. And then those grants start bubbling up.

Luke Keller: Exactly. Yeah. It’s very easy to do. Um, you basically build out a profile. It takes two minutes to do. And then you essentially put in like, what are your funding needs, what are your programs? And then you click generate and it will immediately start generating relevant grant opportunities all forward facing. So nothing in the past, everything that’s going to be relevant to apply in the next few months as well as, you know, just being able to search for your peers as well.

Lee Kantor: And then it’s assuming the person knows how to write a grant, a grant proposal, and the assumption they they know how to take it from there.

Luke Keller: For the most part, that’s kind of where we’re at. Uh, I’ll give you a little bit of a look under the, uh, the engine, but we’re we’re building quickly building a solution that’s actually going to basically be an AI grant writing assistant, many grants that you actually have to apply for, for the most part, you know, you’re I’d say 80% of the application is universal, you know, so you apply for one foundation. You can take most of that 80% or so and use that same information, same data to apply for another one. And so essentially our our new version we’re launching in the next few months will write most of that. So it takes all your boilerplates your previous applications. And then you can drop in a new application and it will pre-fill out a decent part of that for you.

Lee Kantor: And then so you just have to fill out the part that’s kind of, um, customized or whatever specifics that this individual grant is asking for.

Luke Keller: Exactly. And then obviously submit that. Um, and I won’t I won’t speak too far into this because this is like an early version. But we are working actually with, uh, AWS, Amazon Web Services to create a version that will take it to the next level where you can actually put a lot of your grant writing on. There’s still always going to be a human in the loop requirement. Um, but it can put a lot of it on autopilot, where you can apply for a significant amount of grants more, but also ensure that those are only relevant grant opportunities to to you and your organization.

Lee Kantor: Now, can you share a little bit, maybe the story of of one of those early wins for you? When you plugged in your information into this thing you created and it bubbled up something that turned into a grant for you.

Luke Keller: Great question. Yeah. I have a very a very good one. So we, uh, one thing I was not fully aware of now that I might just be ignorant or, uh, um, not as experienced as maybe some more seasoned development people or executive directors, but I was not aware of hyper specific grants available for nonprofits to cover very specific line items. So, for example, you know, oftentimes you hear nonprofits say, we have a capital campaign, we’re going to build a building, we’re going to buy a building, or, you know, you need to pay for hardware and software, you know, can match grant pay for itself. And the short answer is, yes. You know, we’ve we’ve been able to help nonprofits like our own nonprofit find grants that were so hyper specific they could cover those line items, meaning like you could create a funding need in the platform that is simply technology, hardware and software. You know, new laptops for your team, paying for match grant, paying for your your website, hosting, whatever it might be. And we were able to find dozens and dozens of grants, mostly associated with big tech companies, but very easy grants to win. And so we were able to personally win about $10,000 in grants very quickly. Um, that was that covered those costs. And then beyond that, and more recent one is we were able to uncover grant opportunity with a very large bank and, uh, that has led to, uh, hundreds of thousands in potential grant opportunities for our organization. So, uh, and I hear those stories on a daily basis, you know, there’s, there’s nonprofits that are discovering new grant opportunities that feel like they finally have the tools they need to be able to go after Grant writing. Well.

Lee Kantor: And what percentage of nonprofits pursue grants versus those who just probably are overwhelmed or think it’s too hard to do, and they don’t even try?

Luke Keller: Honestly, a majority, I think. Look at grant writing almost through the like paralysis by analysis. I think they, they, they tend to have the assumption that, like, I just met with a nonprofit just before this call and they made the statement, oh, well, we’re nervous about the reporting side. Like, yeah, exciting. We win the grant. But then it adds burden to our team to have to report. And that can be true in some cases. But for the most part it’s that’s a that’s a false narrative. It’s there is reporting to be done. But it’s probably reporting that if you’re not already doing you should start doing, you know, its reporting of your own metrics. You know, how well are you using those funds, how much impact are you making? So I think there’s a little bit of a false narrative as like how scary or overwhelming it might be to actually start applying and winning grants. Um, I think partly it takes some it does take some time, you know. So for example, like an unsolicited grant is completely a networking opportunity. So you have got to network yourself into into the right room, or reach out to those people on LinkedIn, which our platform does that. So our platform actually gives you the contact information for board members that run these foundations. And that way you can actually reach out to them on LinkedIn and get your foot in the door. And otherwise it would be really difficult, right? You’d have to be going through hundreds and hundreds of pages of nine 90s to find the information, to find the names of those individuals that run these foundations. Um, so in my opinion, you know, there’s never there’s never a better chance to get started grant writing than right now, because it does. There’s a little bit of investment on the front end if you haven’t done it before, but it’s not as scary as you really would think. I mean, it’s definitely worth the effort in my opinion.

Lee Kantor: Yeah, and it’s one of those things once you’ve identified 50 or 100 places to ask for the grant, you just rinse and repeat that every year. You know, it’s you do the work one time, but it’s something it’s an investment, not an expense. Spent.

Luke Keller: You know, Lee, I’ve got a fun success story. So we we found a found a found a foundation through the platform, won a grant. And that that same foundation came back to us, uh, just about six months later, because we’ve been using the product a lot longer than it’s been released internally and, and essentially said, hey, we have a significant amount of excess in our budget to give away. Do you need any more money? And so our own nonprofit that, again, is in Clarkston, serving refugees two times over, was able to leverage the platform to win serious money. And so that kind of is what happens. You know, like you’re not going to win grants miraculously. You have to actually put in the effort. But once you do, once you start to establish those relationships, to be honest with you, Lee, most of the time I’m getting emails that are actually asking us to apply for grants these days.

Lee Kantor: Yeah, I interviewed so many nonprofits and so many of them, you know, they they invest all this energy and time on a like a gala. And when they could be spending time like this, that can really change their, um, nonprofit. And it seems like a much better use of their, you know, resources.

Luke Keller: Oh, absolutely. We in fact, we stopped. We did what we used to do them. And, you know, we would spend, I don’t know, ten, $20,000.

Lee Kantor: And the time and the time it takes to organize it and the people that have to get involved, like it’s just such a it just seems like a yesterday solution. And there’s, you know, better solutions today that are more efficient and have a better kind of outcome.

Luke Keller: Exactly, exactly. Yeah. You hit you hit the nail on the head, man. I, I stopped doing that mostly because the ROI was just not there. You know, we would spend months and months planning and spend thousands of dollars to throw the event. And then we’d come out and look at our, our net income on that would only be, you know, 4 or $5000. I know, I know some some nonprofits do really well, but I also just see the the time value of money for some of that stuff. And, and it’s just or the, the return on the money. I’m sorry. And it tends to be much better if you if you’re very strategic on writing grants.

Lee Kantor: So now what do you need more of? How can we help? Are you just trying to connect with nonprofits all over the place, or are you or do you have to build more relationships with foundations? Like what? What is kind of the area that you’re investing time in building kind of a database and relationships with?

Luke Keller: Yeah. Thank you for asking that question. I we definitely want to serve more nonprofits. We I mean, it’s my it’s my favorite part of what I get to do these days is I probably talk to between 10 and 15 nonprofits a day, quite literally, doing some of the most amazing work all around the globe. You know, organizations fighting human trafficking, organizations running food pantries and homeless shelters and serving refugees both domestically and abroad. Um, and in schools. I mean, we’re working with numbers of ptos, PTAs, private schools as well that also are are needing, you know, needing help with their grant. Grant funding. Um, so, frankly, to answer your question, we need I would love the opportunity to serve more non-profits. So if you’re a nonprofit, you’re listening. You can go to match grant matching. Um, and we give everybody a 14 day trial. So I would not ask you to buy it before you try it. We really want to show you that the software can add value to you and your organization, and we’d love the opportunity to serve you.

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

Luke Keller: It’s my pleasure. Thank you so much for your time, Lee.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Atlanta Business Radio.

Behind the Screens: The Power of Human-Centered Operations

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High Velocity Radio
High Velocity Radio
Behind the Screens: The Power of Human-Centered Operations
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In this episode of High Velocity Radio, Lee Kantor interviews Tamara Munoz, a Fractional COO to leading online businesses and founder of Behind the Screens. Drawing on decades of experience with global brands like Disney and Starbucks, Tamara brings deep expertise in high-stakes operations and people-centered leadership. Her corporate career shaped her commitment to building systems that safeguard both performance and humanity, inspired by pivotal moments where she witnessed the cost of prioritizing results over people.

Tamara Munoz, Fractional COO to some of the world’s leading online businesses and founder of Behind the Screens, is an operations and leadership partner for growth-minded companies. After university, she built an illustrious, decades-long corporate career with iconic brands like Disney and Starbucks, mastering high-stakes operations in organizations with a 24 hour workday.

A human-first leader, she believes results should never come at the expense of people. That conviction was fueled by her corporate experience with moments that mattered: requesting only three to four bereavement days to mourn the grandmother who raised her, leaving Christmas dinner to manage an actual store fire and losing a team member in a car accident only to see corporate leadership respond with chilling detachment. These instances crystalized her mission to design systems that protect both people and performance.

She has spent years serving high achieving founders, proving her signature approach to systems and processes and giving busy CEOs back their lives. She has grown Behind the Screens to a 22-person team of employees and contractors. Seven years in, she is renowned for getting to the heart of operational gaps, building clear roadmaps and designing better systems so no one has to ask permission to grieve, to celebrate or live a full life.

She is a first generation American citizen and finds joy in travel and cooking with her husband and three children.

Connect with Tamara on LinkedIn and Facebook.

What You’ll Learn In This Episode

  • Crisis Made Me a Better Leader: Rewriting Culture After Loss and a Christmas Fire
  • Why it matters: Real crises expose broken systems—and the path to better ones

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.

Lee Kantor: Lee Kantor here. Another episode of High Velocity Radio, and this is going to be a good one. Today on the show we have the founder and CEO of Behind the Screens, Tamara Munoz. Welcome.

Tamara Munoz: Thank you so much. I’m so excited to be here.

Lee Kantor: Well, tell us a little bit before we get too far into things about your practice. How are you serving folks?

Tamara Munoz: Absolutely. So we support small business owners with the back end operations of their business. So we’re an operational partner for CEOs who are ready to get out of the weeds. We come in, we build sustainable systems structure and the team support that small businesses need. So that way the CEO stops being the bottleneck. And we then handle the daily operation so that they can focus on delivery, marketing, sales and everything that’s needed to grow the business.

Lee Kantor: So what’s your backstory? How’d you get involved in kind of the operations side of business?

Tamara Munoz: Oh my goodness. So I have been in operations since I was a teenager back in the day. I was in corporate operations, so I went straight from high school to college to study business. And during that time, I got sucked into food and beverage operations, which then turned into management operations. And I spent about a decade in that role, and it was a incredible time in my career, and also a one way ticket to burnout. And while I was at the tail end of my career in the corporate space, I was running high volume stores, big teams, massive operations. And there was a lot of nonstop work. No work life balance. I was getting sick. Uh, there was a lot of tragedy that was going on at the time. Personally, I lost a family member. And bereavement policies aren’t very flexible. Uh, especially when you’re at a higher level role where there really isn’t too many options to replace you in the business so that the operation can keep going while you’re grieving. And things kept happening, and it felt like the universe was telling me that it was time to move on. There was a fire at one of the stores that I was managing on Christmas Day, so I had to leave Christmas Day with my family to go handle that. And it was around that time, as things kept happening where I realized that there had to be a better way. There was no reason for for me to keep running the way that I was running, running ragged, getting sick, missing out with my family.

Tamara Munoz: So I then turned into the online space, and I realized that there was a place for me here, because so many small businesses are doing incredible work, and their business owners are actually running ragged themselves because they’re doing all of the operations. And most of these business owners are not operators, they’re service people. So they’re excellent at what they do, their practices, their managers. They are speakers, consultants, teachers, educators, but they’re not true operators in creating the systems that can support their business. I am my background for over a decade was doing just that. So once I came into the online space, it was very easy for me to find a niche where I can support business owners in creating those sustainable systems and creating those processes so that they can remove themselves from the weeds of their operations from the trenches, and move into a role that allowed them to actually practice what they want to practice and serve their clients how they want to serve them, but also grow the business in a sustainable way and feel fully supported. And sometimes that growth looks monetary, and some other times that growth looked like they were able to just work a 6 to 8 hour day, 4 to 5 days a week instead of 14 plus hours, 6 to 7 days a week. So that is the transition from corporate to the online space. And it’s been a lot of fun.

Lee Kantor: So when you decided to make that change, were you thinking that your initial clients would be other corporates, or did you see the opportunity for small to midsize businesses as kind of the ideal prospect for you?

Tamara Munoz: It was small and medium sized businesses from the beginning. Those are the businesses that truly need this type of fractional support that we offer. Um, financially it makes the most sense, but also operationally, they don’t have the infrastructure at all to be able to scale, whereas, um, like corporate businesses already have a lot of this set. And of course, it’s it would be amazing to go in and be able to advise. And we have done that a lot of advising for higher level businesses and, um, corporations. However, my passion is truly in the small business, medium sized business, growing teams, leadership like growing, um, our CEOs and bringing them into a space of true leadership and visionary foresight for their business. So then that way, they’re able to enjoy the fruits of their labor and not necessarily end up on that hamster wheel where the resentment comes in. Once your business is stuck in a certain place for a little too long.

Lee Kantor: Now, when you’re working with those folks, I would imagine a lot of them, you know, might have hired a VA and said, that’s my chief operations officer. Now, um, because they’re doing all the admin stuff. Are you working? Kind of at a higher level. Like a more strategic level to really put the right people in the right seats. Because a CEO is not necessarily a VA.

Tamara Munoz: Right. So a virtual assistant is a tasker. And they are very necessary in businesses. They are the ones that keep the lights on and keep your inbox clear and your calendar managed. The work that we do is at a higher level where the strategic systems are put in place. A virtual assistant thrives when they are working within a system and when they have documented processes that are optimized. So then that way we get the most bang for our buck for the services that we’re paying for. So if a virtual assistant comes in and you don’t have processes in place and you just tell them, hey, so I need you to get X, Y, and Z done, that person’s going to do their best with the tasks that they have, but at the end of the day, they’re taskers, they’re not operational strategists and they don’t have the experience to create scalable processes. So they are just going to do what they can with what they know. Now, when you get a virtual assistant who is killer at getting things done, and you plug them into a system that is specifically designed for your business that is optimized. So that way it is efficient and consistent throughout. They’re going to kill it. They’re going to do such an incredible job, and they’re going to feel very supported in that role. Something that we see very often is when virtual assistants are put into a business and are expected to function at a higher level than they want to function. So at the strategist level, they get burned out. And there’s a lot of turnover there. And on the business side, there’s a lot of expenses that come with turnover. Having to replace them, having to do the work yourself while you’re finding a replacement. It gets very messy very quickly.

Lee Kantor: So let’s talk about the CEO of some of these organizations you’re approaching. Are they what’s kind of a pain they’re having. What’s a frustration they’re having where they should, uh, call your team to at least have an exploratory discovery call.

Tamara Munoz: Yeah, absolutely. So the biggest thing is they are still the linchpin in their business. So every single task that a team member has to do goes through them. Every single decision that has to be made in the business, regardless of how small it is, has to go through them. They are still the ones that are project managing everything, managing the timelines, managing the contractors. They are still the ones at the end of the day are still managing their inbox. They might have a VA in there, but their VA is still circling back. Hey, I don’t know how to respond to this. What do we do in this case? What happens here? They are the ones that on the weekend, if something breaks, they have to come in and step in and fix it. So they are very much involved in every single facet of the business. And there’s overwhelm. So if you find yourself stressed out, overwhelmed, being the only point of contact for the business, being the only one with answers, there comes this this feeling of frustration. And also you find yourself that you don’t have time for revenue driving activities because you are so stuck in the administrative piece of your business, so you can’t go out there and network. Go on podcasts, expand your, um, your worth because you can’t be having these sales conversations when you’re stuck in an inbox or, um, figuring out software or walking your team member through something. You’re missing that key operational partner that is the bridge between the ops and yourself.

Lee Kantor: So say I’m a CEO of an organization. I come to this realization. I have those frustrations. I call you up, I contact you. What does that onboarding. What are some of the questions you’re going to ask me to help better serve me and to give me the outcome I desire.

Tamara Munoz: So the first thing is, what are the things that you’re that you are personally handling in your business? And usually this is where business owners brain dump. And they let me know all of the things. I digest that for them and let them know exactly what their job description. As the owner and chief operating officer or chief executive officer of their business is supposed to be, and it’s supposed to look like from there. In terms of onboarding, we do a full audit of the business, so we go through every single pillar of the business, from offer suite to what you have going on administrative wise to marketing, sales, delivery, all of the things. So we know exactly what the operational gaps are in the business from where you are today to where you want to be. And then we create a plan of action. So we have a full plan of action. Anywhere from 3 to 6 months is usually what it takes to bridge most of those gaps. And then our team moves in and starts implementing the plan of action once it’s approved by the business owner. But there is a full audit that is done because every business is so individual and every CEO has their own strengths and weaknesses. So those are usually reflected in the business. If they are very strong at marketing and very strong at delivery, but not so strong at time management, project management, team management, we’re going to see that reflected in the business.

Lee Kantor: And then is this a done for you or done with you? Um how does that kind of arrangement work? Are you are you training my virtual assistants or my team members, or is your team actually kind of rolling up their sleeves and doing the work?

Tamara Munoz: Yeah. So this is all done for you. So we come in, we do the full audit, you give us the green light, and then my team comes in and handles all of the implementation if you do have team members. So for example, if you have a virtual assistant on the team as we are on the back end creating these systems. We are having meetings with your team members, getting their buy in, getting their experience in the business, and at the end, we are training them up on the processes, saying that if you don’t have a team member in your business, we can come in and run the operations for however long you’ll have us running things after we set everything up.

Lee Kantor: And are you kind of creating a standard operating procedures for each of the activities in the business as documentation? So if I wanted to franchise or replicate the business, I would have kind of a playbook to do that.

Tamara Munoz: Yep, absolutely. So we create the playbooks, we create the SOPs, and then we make sure that they are written, that there are videos involved so that whoever you plug into the business, we are meeting their needs in terms of, um, visual learners, audio learners, um, they’re able to just go through everything and process it, digest it and be able to execute. They know what it looks like for a job well done. So we have all of that as part of our handoff.

Lee Kantor: Now you mentioned online businesses. Is this kind of tailored to like e-commerce. Is that your kind of sweet spot now?

Tamara Munoz: So we handle a lot of our work is actually with online business owners. Um, who have we work with a lot of e-commerce. We work with coaches, consultants, agencies. We work with, um, practitioners. So doctors, dietitians, accountants, bookkeepers, um, basically anyone who has a online part of their business, we are equipped to support, um, operationally when it comes to the, the administrative stuff and the systems. We’re pretty agnostic. Most most systems are were able to plug them into most businesses. There are of course the outliers. And I am very I’m a very honest person. So if if your business is not a great fit, or if we’re not a great fit for your business, I will let you know and I will point you in the right direction.

Lee Kantor: Now, is there a certain revenue size or, um, it could work for solopreneurs? I would imagine that it doesn’t matter really how many employees they have, but is there a certain revenue size that’s the right fit for your firm?

Tamara Munoz: Yeah. Usually once, um, businesses are hitting that quarter million. So 250,000 is when we start seeing things fall apart. And it’s usually a great time to get us in, plug us into the business. So that way as you continue to scale, you’re able to scale quicker with more piece. But also there’s not a lot of cleanup that happens once your business is hitting that half million to $1 million mark.

Lee Kantor: So that’s where kind of bad habits form.

Tamara Munoz: Yeah, yeah. Bad habits. Um, and then it takes a lot more in terms of the cleanup of the business to get it to where you want it to be. Um, yeah, it takes a whole lot more once you’re getting closer to that million dollar mark. We’re happy to do it. We’re very well versed. We have many clients who come to us close to that million, if not beyond. Um, it’s just knowing that the sooner that you bring us in, the easier it’s going to be.

Lee Kantor: Now, is there a story you can share that maybe illustrates what this looks like in real life? Is there, you know, obviously don’t name the name of the organization, but maybe share what challenge they came to you with and how you were able to help them get to new levels.

Tamara Munoz: Yeah, absolutely. So we have this client, we’ll call her Alex for the for the purposes of the story right now. So she is a practitioner. She is incredible. And when she came to us, she was working anywhere from 14 to 16 hour days, 6 to 7 days a week. So she was working a lot and she was very tired. She and and she had a full team. So she had a virtual assistant. She had a podcast manager, she had, um, a social media manager. And she was still doing all of the work. So she was reworking everything that the team was doing. She found herself having to constantly be communicating the same things over and over and over again. So she came to us. She had been stuck at about half a million for going on two years, and not only that, she was burnt out. She was getting sick. She was very tired. So within 90 days of us being in there, we did the full business audit. We went ahead and created a 90 day roadmap to extract it from the business. So within three months we had extracted her from about 80% of the daily operations. Everything was living in her brain, so all the standard operating procedures were living in her brain, the systems that she had created.

Tamara Munoz: She’s not an operator. She’s a she’s a holistic practitioner. So all of those systems were things that she had patchworked together when she first started her business. And then she just plugged in a virtual assistant into what she had created with no optimization. So we went ahead and we gave everything a facelift, optimized everything that she had trained up her virtual assistant, and it got to the point where her business was scaling so quickly that we had to put one of our online business managers on retainer in her business, and we’ve been there for, at this point, three years just, um, supporting and running the day to day business for her. So now she’s working four days a week. She works anywhere from 4 to 6 hours a day. Her revenue has in the last three years, it has tripled from when we first started and she has now a podcast. She has a very robust email list and, um, she has no issues making money and bringing people in without necessarily adding more work to her plate, because we have a full team that is plugged into the systems that we’ve created.

Lee Kantor: I would imagine one of the benefits of working with you and your firm is that you’re kind of accumulating these best practices across a variety of, um, professional service operations so that you can kind of, you know, choose the right path for new folks based on what you’ve learned from previous folks?

Tamara Munoz: Yeah, absolutely. We have at this point worked with almost 300 different businesses. And when it comes to best practices with different software, um, it’s it’s a lot easier for us now to be able to match the business owner and their specific business to what exactly they need. Everyone is so different. So it’s not cookie cutter at all. I am of the belief that everything needs to be customized to the goals, right? Because like, um, one business owner is going to have completely different goals than the next one and their business is going to be completely different. So for us, it’s it’s been great. And as clients stay with us because a lot of clients stay with us after we set everything up and they we bring in our operators and they run the businesses for our clients. Um, as they stay with us, we evolve. So as we continue to find better, you know, best practices. Even this last year, everything has changed so much in the online space and also with buyer behavior and how the market is moving. We have been able to view trends across the businesses that we’re working in and make strategic shifts as we go and as we grow. And it has really benefited the clients that we have on board.

Lee Kantor: Now, any advice for the folks out there that might think they can do it themselves? Is there some low hanging fruit they can do to have tighter operations?

Tamara Munoz: Absolutely. So the first thing is document everything. And if you think it’s the smallest task in the world, document it. And you don’t have. It doesn’t have to be anything fancy. You can literally use a software like scribe and it will help you create an SOP. It might not be refined, it might not be optimized, but it is documented and out of your head. So it is easy to then it’s easier to delegate to a team member. That’s the first thing. The second thing is to do a time audit on yourself. So as a business owner, take the next two weeks and every single day use a free software like toggle. Toggle. It’s a timer and pop in every task that you do and time yourself. So if you’re in the inbox, just click Type down Inbox Management Start Timer and see how much time you’re actually spending on the operational tasks in your business. It is going to open your eyes to how much time you are spending on things that don’t necessarily move the needle. It’s also going to help you identify exactly who you might have to hire to get some of these things off your plate. So those are my the two lowest hanging fruit that make a big difference when you are first starting out in business, or when you are first starting to think about handling things yourself, document everything and track everything, and then you’ll have a really good idea of what you need to outsource and to who. And you have these documented processes ready to go.

Lee Kantor: Now, you mentioned who the ideal client for your firm is in professional services, uh, etc. but who is that referral source? Do you have referral partners that you collaborate with?

Tamara Munoz: We do. We do. So most of our business comes from referral partners. Great people know great people. So usually most of our clients have referred anywhere from 1 to 3 of their peers to us. And it has been, um, we’re really just very fortunate in that way.

Lee Kantor: So it’s your existing clients refer clients to you.

Tamara Munoz: But we also have, um, referral partners outside of this. So we work with complimentary services. So complimentary service providers, a lot of the times ads agencies, marketing agencies, we work with coaches, for example, who coach CEOs, um, either on marketing or sales or anything like that. They also send business our way. We work with incredible people, for example, like the, um, um, what’s it called? Public relations specialists? Um, mentors. Anyone who really has a large audience of business owners, we collaborate with them, and then they’ll send people our way, and then they do get a cut of the retainer.

Lee Kantor: Oh, so it’s a true partnership.

Tamara Munoz: It is a true partnership. Yeah. I am a big believer in in energetic exchanges and true partnership in business. It makes it a lot of fun too.

Lee Kantor: So what do you need more of? How can we help you?

Tamara Munoz: Um, so for us right now, we are growing. Our team has at this point doubled in the past year. And I would really, really appreciate to be part of a community of small business, small and medium sized businesses and business owners to just a connect connection is huge for me. I am a mother of three young children, so any human connection I can have with grown ups is incredible. But also, um, it would be great to be put in front of an audience that can benefit from our services, and that their lives can be changed by the work that we do. My team is so incredible. The work that they do is life changing, truly, and our biggest way to impact lives is to help our clients be able to impact more people. Because the, the, the clients that we have do such incredible work and really impact the lives of the people that they serve, whether it is through their services, whether it is through their products, their education. So any way that we can serve your audience, I am happy to do so.

Lee Kantor: If somebody wants to connect with you or somebody on the team, what’s the website? What’s the best way to connect?

Tamara Munoz: Yeah. So our website is behind the screens. And um, same on social media. Behind the screens.biz, we kept it very simple. They would just have to. We have a form on the website. They can go ahead and submit a form. They can get on a call with me directly, and I’m happy to lean in and support and, um, get them started. And if they want to have a chat back and forth. Happy to. Like I said, there’s a form on the website or they can just DM me directly on Instagram.

Lee Kantor: And that’s behind the screens. Biz biz.

Tamara Munoz: Yep.

Lee Kantor: Good stuff. Well, congratulations on all the momentum and all the success. You’re doing such important work and we appreciate you.

Tamara Munoz: Thank you so much I appreciate you.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on High Velocity Radio.

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1000 Abernathy Rd. NE
Building 400, Suite L-10
Sandy Springs, GA 30328