Four-time Olympian Amanda Beard on channeling her passion for swimming into a new career

Photo Credit Sacha Brown

Amanda Beard is a four-time Olympian and seven-time Olympic medalist swimmer. In 2017, she co-founded learn to swim school Beard Swim Co. with the philosophy that the ability to swim is one of the greatest gifts you can give a child. The New York Times best-selling author of “In the Water They Can’t See You Cry”, a memoir that chronicles her personal struggle with depression and substance abuse while competing at the highest level of sport, Amanda is an active voice in the conversation around athlete mental health and currently shares her story of professional and personal triumph via motivational speaking engagements. Amanda also serves on the board of the national nonprofit Hope Floats Foundation, which provides swim lesson scholarships for children in need.

Can you tell our readers about your background?

I grew up in Southern California with my mom and dad and two older sisters. I started swimming when I was four and competed in my first Olympics when I was 14. After I retired from professional swimming, I moved to Washington State with my husband and two kids. I wanted to continue being involved in the sport of swimming and decided to open a learn to swim school.

What inspired you to start your business?

I didn’t start doing anything concrete in the business world until after my second child was born in 2013 and I decided to retire. I was ready to let go and move on to the next chapter. From there, I had to decide what I wanted to do next and that took some time before I found my purpose and the drive to create something new. The epiphany came after experiencing my own children learning to swim. I realized I loved it and wanted to share the gift of learning to swim with more children. Now I had my purpose and decided to go all in on opening a learn to swim school in my community. We opened the doors to Beard Swim Co. in 2017.

Where is your business based?

Beard Swim Co.’s flagship location is in Gig Harbor, Washington. We’ve been putting a lot of time into strategy and vision around expansion, and we have some exciting plans for 2022 and beyond to add locations across the country. 

How did you start your business? What were the first steps you took?

The first step was doing a ton of research. I looked at different locations and cities, trying to decide where would be the ideal place to open the school. Once we knew we were moving to Gig Harbor, I took a close look at the population, demographics, available commercial real estate and finally created a business plan. I also leaned on friends and fellow entrepreneurs with experience for advice and mentorship. I was very fortunate to have a close friend who owned a learn to swim school in Arizona. She guided me a lot in the beginning, helping to identify areas of focus and questions to ask. She pointed me in the right direction to succeed. Honestly, I also failed a lot while I figured out how to run my business.

What has been the most effective way of raising awareness for your business?

The most effective way to raise awareness for Beard Swim Co. has been social media and word of mouth. Word of mouth and personal referrals (even when it comes through social media posts) is huge, especially when it involves children. If parents are pumped on something, they will usually tell all their friends. In the beginning, we created a “no commit” waitlist and used that to secure our initial bank loan by showing the bank how much interest we had. The list also served as a vetted email contact list before we even opened our doors.

What have been your biggest challenges and how did you overcome them?

The timing of the initial launch was one of my biggest challenges, especially as it relates to building out the physical location. We had to secure all our contractors and get bank approval to line up perfectly for the grand opening. It’s like cooking Thanksgiving dinner in your one oven and trying to ensure everything comes out at the right time to serve dinner.

How do you stay focused?

As an entrepreneur, I think it’s important to incorporate something you love into your business. For me, swimming is a huge part of my life and that makes it easier for me to stay focused every day. Goal setting is also vital for me. Having clear goals motivates me to push forward and grow.

How do you differentiate your business from the competition?

I am laser focused on quality over quantity. We don’t try to be everything for everyone, rather we focus on what we do best and that’s swim lessons and teaching children how to swim. We’re not a swim team, we don’t offer jazzercise in the water or try to expand our offerings in ways that don’t make sense. We do one thing and we do it well. That translates into the Beard Swim Co. brand being trusted and shared as one of the best in our business.

What has been your most effective marketing strategy to grow your business?

Our most effective marketing strategy is social media. It’s effectively “word of mouth”, but on a bigger scale. And it can be challenging, especially as a small business owner and entrepreneur, to make time to create content and engage with my community online. But it’s super important, especially as we look to expand Beard Swim Co. across the country. Social media serves as a way for us to reach people and tell our story and gives our customers and community a way to engage with us, even if we don’t live in the same place.

What's your best piece of advice for aspiring and new entrepreneurs?

My best advice is to push forward, never give up and get comfortable with obstacles. Obstacles are going to happen, no matter what, and they shouldn’t stop you. Challenges and failures can help you reevaluate different aspects of your business plan that might be confusing or need an alternate approach. Just know you’re going to have people that tell you “no” or laugh and say, “it’s not a good idea”. Don’t let the naysayers get you down. Be confident and keep going.

What's your favorite app and book? Why?

I love Instagram and the weather app, but I really try hard to be present and off my phone as much as possible.

This year I got all my favorite swimmers’ books, including Natalie Coughlin and Michael Phelps. I’m just getting started but I know they are going to be great!

What's your favorite business tool or resource? Why?

Jackrabbit Class management software is my favorite business tool because it keeps my business organized. Jackrabbit houses all our information on customers, classes, billing and most importantly, keeps all our classes organized and structured. It is our one stop spot for all things swim lessons.

Who is your business role model? Why?

Carrie Demond. She is my friend who owns a swim school in Arizona. She was a huge inspiration for me to start my own business; she showed me what was possible and opened doors for me.

How do you balance work and life?

Honestly, I’m still trying to figure that out daily. Most of the time I put myself last and I’m trying to change that. For me, the best way to reset and recharge is spending time with my family. I don’t even need time away or a big vacation. When I was swimming competitively, I rarely got time off, so I got used to recalibrating myself with a very short amount of time.

What’s your favorite way to decompress?

My favorite way to decompress is getting away from it all with my family and being present with them. All the phones get turned off and we reconnect. Some of my favorite things to do are pretty simple. We love going to the beach and playing cards.

What do you have planned for the next six months?

For the last five years since we first launched Beard Swim Co., we’ve been working hard to establish best practices and grow the brand in strategic ways. Now, we’re ready to push forward and build out additional locations across the country, while still retaining the quality we know is vital for success. 2022 is going to be a big year of growth.

How can our readers connect with you?

Social media is the best way to connect. You can find me on Instagram, Twitter and Facebook @amandaraybeard and @beardswimco. You can also learn more about Beard Swim Co. on our website at www.beardswimco.com.

"If you’re passionate about why you want to start it" with Joanne Ilaqua

Joanne Ilaqua is the founder and president of MamaSoup Inc, a social media platform that educates, inspires and supports new moms.

After a 20-year career as a nurse, doula and Lamaze childbirth educator Joanne was frustrated by the lack of social support available for new moms, so she created an online community. Her anonymous and location-based app, MamaSoup, is available on iOS, Android and web-app for women to connect with each other and to local health experts for tips, advice and friendship as they navigate motherhood. In 2020, the mom of four launched a virtual prenatal education hub that includes a course specifically for families having a planned cesarean.

Can you tell our readers about your background?

I was a single mom working as a franchise recruiter for a very popular Canadian dollar store chain when I finally decided to follow my dream of helping new moms. I went back to college at 28 years-old, became a nurse and started working towards specializing in the maternal/child field. I became a birth and postpartum doula and then a Lamaze prenatal educator over the next few years.

After almost 20 years working in clinical settings and seeing moms in various stages of motherhood, it became glaringly obvious that there was a lack of safe spaces for women to connect and decompress. I was seeing new moms frustrated and doubting themselves as they dealt with the realities of family life. I realized that I could make a greater impact by helping women connect to each other for friendship and support online to reduce isolation and loneliness.

That was the start of my journey to creating MamaSoup Inc.

What inspired you to start your business?

As a mom of four I knew how tough motherhood could be, but whenever I talked about it with other moms they looked shocked to hear me say it out loud. I knew even before I started my nursing career that there was a need for this space.

After years working with new moms in labor and delivery/postpartum it became hard to ignore the fact that many women don’t feel prepared to go home with a new baby because they have no village; nobody who understands their fears and insecurities as they navigate motherhood. 

The moms that I discharged home from the birthing unit as they clung to me and cried out of worry, the moms who came into the health centre for well-baby visits feeling lost and unsure of themselves…those are the people who inspired me to start my business.

Where is your business based?

MamaSoup is a completely digital company, but our head office is in Kawartha Lakes, Ontario Canada. 

How did you start your business? What were the first steps you took?

As a creative person, I’m a huge fan of mind-mapping all of my ideas and my business was no exception! I have papers from four years ago with the earliest diagrams of our online community as I was figuring it all out. I needed an idea of how it would look so I could create a business plan.

Once my business plan was complete, I went to pitch my idea to a local business development service, funded by our government, and they told me they couldn’t see how a mom community could work online. They suggested that I make it in person instead. I refused to accept their opinion and I started looking at different ways to find support to bring my vision into reality.

Once I realized how big and complex MamaSoup could be, I applied to be a client at a tech incubator where I’d find mentorship and opportunities to network with others on a similar business path. Finding an innovative tech village of start-ups has helped me grow my business so much.

What has been the most effective way of raising awareness for your business?

I love networking events and social media, but the most effective way of raising awareness for MamaSoup has been through media opportunities. Press releases, live television and participating in any media event that I’m invited to be part of has been the most effective.

 What have been your biggest challenges and how did you overcome them?

Only 8% of tech startups are founded by women, so finding others on the same journey is always challenging. Being an entrepreneur is really lonely sometimes, especially over the last couple of years of isolation. 

My age has been an issue: as a woman in my fifties now, I’ve been told that I’m too old to receive certain grant funding. 

One of my biggest challenges is that technology is constantly evolving.  I’m not a technical person so updating my apps and websites are often costly. 

How do you stay focused?

Everything I do is centered around MamaSoup’s mission of providing education, support and inspiration to moms to reduce isolation and loneliness. But I’m a creative person and I can easily get distracted with new ideas, so I have a notebook that I use to sketch and journal them. It helps get them out of my head so I can stay focused on helping moms.

Also, I have a business coach and she makes sure I stay accountable and on task!

How do you differentiate your business from the competition?

Creating a social media platform is no joke when you’re essentially competing with giants like Facebook and Instagram! 

We’ve made our platform completely anonymous: we have no sign-in partners (like Google or Facebook) so you can retain your personal information- all you need to give us is an email address to create your profile. Our platform is location-based so every time a mom logs in, her main feed features posts from other moms geographically closest to her because we believe in support in real life, too! And because comparison is a mom-confidence killer, our platform is based on topics so the focus is on the conversation, not just staged photos. Moms can upload pictures and videos when they post, too, but we want the conversation to be what pulls everyone together.

What has been your most effective marketing strategy to grow your business?

I created a digital prenatal hub to generate a revenue stream and to catch moms as they start their motherhood journey. This gives us an opportunity to introduce them to our community. People aren’t dying to learn how to use a new app but once they get to know MamaSoup and how we can help educate and support them, they’re more likely to jump into our virtual village.

What's your best piece of advice for aspiring and new entrepreneurs?

You’re never too old or too broke to start a business. If you’re passionate about why you want to start it, you’ll find a way. 

Don’t wait for everything to be perfect before you launch because there is no place for perfection in entrepreneurship- it’s messy! Also, be willing to try and fail at things as your business grows and evolves because that’s where the real magic happens.

What's your favorite app, blog, and book? Why?

For obvious reasons, my favorite app is MamaSoup, my favorite blog is the MamaSoup Blog and my favorite book is MamaSoup’s downloadable postpartum planning guide! 

But lately I’m loving the Bigvu video app to record branded lessons for my prenatal classes. I like Jenna Kutcher’s blog because it always gives me actionable steps to take in my business and one of my favorite books of all time is Succulent Wild Woman by Sark. 

What's your favorite business tool or resource? Why?

Right now I’m really into Airtable because it helps keep my digital advertising partners organized on our platform. It’s a very powerful tool for a lot of business processes and it’s a great way to store a database!

Who is your business role model? Why?

At the beginning of my entrepreneurial journey, I loved Jenna Kutcher because she started her (now seven-figure) business with a camera she bought off of Craigslist. It felt like, if she could do it- anyone can! 

Now I’m feeling really inspired by Gary Vanyerchuk because he’s multi-passionate and has made it work in his business. My business has been growing tentacles so it’s nice to watch someone with those same sensibilities have so much success when all you ever hear is advice to “niche down”.

How do you balance work and life?

There’s a saying, “Do what you love and you’ll never stop working” and that can feel pretty accurate sometimes! But I’ve got four kids so there’s always a good reason to get out of my office and put down my phone. 

I have to put everything into my calendar, business and personal. I keep office hours: at four o’clock my office door is closed for the day. And I have a husband who tirelessly supports me and our family.

What’s your favorite way to decompress?

I love to get outside with my dog, Archie, for fresh air and exercise. I make time to read every day and I believe so deeply in the power of meditation for focus and relaxation. But on the days when all of that just isn’t cutting it, I love a glass of red wine and to chill out on the couch!

What do you have planned for the next six months?

I plan to launch a new digital postpartum course for moms who’ve had a cesarean, so executing our marketing plan for that will be my main focus. As always, I’ll be telling anyone and everyone who knows a new mom about the MamaSoup community and I’ll continue to focus on sales for digital advertising subscriptions on our platform.

After the last couple of years in isolation I’ll also be planning to take some time to travel with my husband, Eric.

How can our readers connect with you?

Follow me on Instagram @mamasoup.app for information and features on the app and @mamasoup.ca for prenatal information

For more information and links to download the MamaSoup app: www.mamasoup.ca

For our prenatal education hub: www.mamasoup.online

For digital advertising opportunities: www.mamasoup.online/advertising

"Avoid getting into debt and laser focus on making profits" with Anna Braff

Photos by Peterson Design & Photography ​​

Anna Braff is the founder and designer behind Provenance Rentals, a boutique specialty event rentals company and lifestyle brand in Los Angeles. Dubbed an unintentional entrepreneur, she started her business with the desire to decorate spaces with unique furniture, decor, and props in her collection and transform them into beautiful environments to create lasting memories and experiences. Anna started her business after throwing a naming ceremony for her youngest son and guests quickly noticed the relentless attention to detail to make the time special for her children and her loved ones in attendance. Today, she decorates spaces for a range of events and clientele including big brands and celebrities collecting only the most beautiful and high quality rentals making each event a customized experience. 

Can you tell our readers about your background?

Originally born in California, my parents divorced when I was young–about two years old. My hard-working, single mother always tried to help and push her kids to create a better, more fulfilling life different from the humble beginnings we came from. Not only did my father fail to contribute financially to our upbringing, when he was around he dolled out blows to our self-confidence, neglect, manipulation, or emotional mistreatment on the rare occasions when we would see him. After California, we moved to Georgia, then Connecticut, and then college in New York City. However, it was California that I longed for. I tried several different careers, including practicing law. I never really loved it. I always loved the arts and dreamed of making a living (and one day fortune) from creative pursuits. Although, I never thought I would be an entrepreneur – too scary; too risky especially when you come from nothing really. I just knew I always wanted to be successful, but it also had to be something meaningful and fulfilling to my heart and soul. Luckily, I married a man who allowed me to take time to explore what I really wanted to do and also enjoy raising my children and bonding with them. I am so grateful for my husband’s support and patience which allowed me to experiment and take risks. 

What inspired you to start your business?

Although I did not intend on becoming an entrepreneur, the opportunity presented itself. Something sparked inside me and I wanted to explore it. I threw a naming ceremony for my son and spent months planning, curating special items like vintage desks, telephones, creating handmade decorations, and signage. I actually invested more time in planning this party probably than my own wedding. The event had to be special. So I spent days and nights collecting things, planning the event, making handmade decorations, creating a menu, and designing the overall look and feel of the event. My friend noticed and she suggested we go into business. At the time, it was fortuitous that her parents had warehouse space and trucks where we could start our business with little capital. It acted as an incubator. She and I did not last as partners very long. We parted ways by the end of that first year. After that, I changed the name to Provenance Rentals and only looked towards the future.

Where is your business based? 

Our brick-and-mortar headquarters is based in Los Angeles.

How did you start your business? What were the first steps you took?

Since I already amassed a small collection from my son’s party, it worked out that my business partner and I had access to a warehouse to safely store the items. Through my years running the business, I did have to move four times. Now, I am in a good spot. When my business partner and I first started we had no capital. We raised capital by self-funding with only a little bit we could each chip in, and we also started selling things. We basically flipped merchandise from auctions and put that towards our fund to buy more inventory and pay for business expenses. Once we felt we had enough of a collection, though when I think back it was still quite meager and paltry, we started looking for customers. My business partner’s brother-in-law also helped us by taking photos of our inventory. He had a background as a photographer so our pictures were quite good and professional quality. Once we had those we invested in a website. Once we did that, we were able to show were legitimate. 

What has been the most effective way of raising awareness for your business?

The pressure on myself to perform makes me a shameless self-promoter. If my business fails, I fail my family. Accomplishing raising awareness wouldn’t be possible without technology. It is my megaphone when I want to promote my business from working on my SEO for my website; to blogging; to collaborations; to socials like Instagram and Pinterest – technology is what helps propel my business into growth, finding customers, and the future of my brand. I also try to align myself with clients that will sing our praises from the rooftops, or have the ability to influence others. 

What have been your biggest challenges and how did you overcome them?

There have been many, and I continue to and will continue to have challenges so long as I run a business. Nothing is static. My first challenge was having no money, so I found creative ways to raise money. Then it was cycling through two different business partners. I thought it would be fun to be in business with friends, but it ends up straining the friendship. Scaling is always a problem – how to do this without overleveraging yourself is a dynamic challenge as your business grows. Of course, I would be remiss if I didn’t mention the pandemic and government shut-downs. My business came close to shuttering. I went so lean I wasn’t even paying for the lights, or Internet, at one point. Luckily, I had some perfect pieces in my collection that clients wanted for intimate events that helped keep me stay afloat in 2020. In 2021 and 2022, I face challenges with inflations, labor, rising supply costs, and the inability to even order certain inventory. There is always something preventing me from resting on my laurels. 

I focus on things I can solve and things I know I do well. I strategize and game plan how I will attack a problem. I try to also not do what everyone else does. I find what works for me. Sometimes it is also about not overthinking and just taking action.

How do you stay focused? 

I believe in working on small goals. Even the smallest things like responding to emails, collecting my receipts, posting on social media – anything -- to keep me on track of running my business even on the toughest of days. It is easy to get overwhelmed, but focusing on little, achievable milestones helps me face and conquer larger, daunting problems. Also, taking a moment to breathe. 

Additionally, I remind myself of things I do love about my business when things get challenging or feel stagnating – whether it is curating my collection, making sales, finding new clients, innovating, bonding with my team or clients, and even cleaning up the warehouse brings me joy. 

How do you differentiate your business from the competition?

I pride myself on cherry-picking a beautiful, high-quality collection where you just can’t find this stuff anywhere. We also believe in treating people with dignity, respect, and professionalism. Our customer service is top-notch and we value our customers, team, and supporters.

What has been your most effective marketing strategy to grow your business?

Investing in a website that is functional and beautiful. Everyone always says how much they love my website, the images, the design, and the vibe with the images and my company’s message.

What's your best piece of advice for aspiring and new entrepreneurs?

Avoid getting into debt and laser focus on making profits; even in the beginning and as much as possible. Start by setting aside even small profits that are achievable, and work your way every quarter, or whatever timeline you set. You must do it; don’t just say you are going to do it. Also, small, daily habits help you achieve large goals. Little by little you get what you want and it lasts longer than an overnight success.  

11. What's your favorite app, blog, and book? Why? 

Profit First. It is such a great book for entrepreneurs. Once you harness your finances it allows your business to grow in the right direction. The methods help you find peace, achievements, and it gets you out of entrepreneurial poverty, or that dangerous mindset that you need to spend more to make more. You have to have respect for money, learn its power, and use it in the right ways to create the life and business you dream about.

What's your favorite business tool or resource? Why?

Technology is awesome. I can’t tell you how many times I use Google, Google: Maps, Earth, Images, and so much more a day on each project. I also love Pinterest and Instagram for visual inspiration and I can’t forget YouTube. You can teach yourself anything from some amazing videos on there.

Who is your business role model? Why?

There are many, but most notably are Warren Buffet and Joy Mangano. Buffet is one of the most successful investors and businessmen, but he is also very charitable. Making money and achieving your goals are rewarding feelings, but also the ability to give back and be generous aligns with my brand. Although our company’s donations cannot match Mr. Buffet’s, he is an inspiration and we think it helps our community and the ethos of the company. It is the most rewarding part of creating and running a business – to know that your business does actually reinvest in the local community.  

Joy Mangano is a tenacious, bright entrepreneur who just saw the world differently. I love that she was underestimated, but aggressive in achieving her goals. She is bold, fearless, and confident and I admire her steadfast approach with her inventions and building her brand.

How do you balance work and life?

Sometimes you can’t always achieve balance, but you have to learn to appreciate those downtimes you may not always choose. Also, I believe in a healthy dose of boundaries. My family is the most important thing to me, so sometimes I have to put them, and myself, before the needs of the business. Enforcing my boundaries signals to the world that I know my self-worth. Sometimes “no” is a complete sentence.

What’s your favorite way to decompress?

Since I have such a busy day–almost every day–I love my bed. My bed from Costco is the best mattress I have ever had, or slept in. Once kids are in bed and I have a little time to myself, I love to watch my favorite shows and get lost in the fantasies, or characters.

What do you have planned for the next six months?

Expanding and updating my collection is an ever-evolving process so that will go on as long as Provenance Rentals is in business. I am also looking to grow my team, and I want to find more warehouse space in a place that aligns with our goals and allows us to grow.

How can our readers connect with you?

The best way to reach Anna and Provenance Rentals is via the website https://provenancerentals.com/ and social media https://www.instagram.com/provenancerentals/, https://www.facebook.com/provenancerentals, https://www.pinterest.com/provenancerentals/, and https://twitter.com/provenancerents. 

"Time management is critical" with Dr. Ali Atkison

Photo credit: Lori Cardwell Photography

Dr. Ali Atkison is a highly acclaimed keynote speaker, trainer, and teaching professional who has educated and inspired audiences of all sizes for more than two decades. With more than 20 years in higher education, Dr. Ali is widely considered one of the foremost authorities on how the adult brain learns. Her unique background isn’t in neuroscience, but instead as a practitioner, educator and lecturer who has mastered the art of making communication and learning more effective. By delivering clear, tangible and, yes, actually fun, workshops and programs, Dr. Ali engages with organizations and teams who want to truly make learning stick for lasting results. 

Can you tell our readers a bit about your background and what inspired you to start your business teaching brain-based communication and training skills?

Absolutely. It started back in 1999 when I was accepted to graduate school at the University of Denver on an assistantship, which meant I would teach in exchange for free tuition (and a fairly paltry stipend, lol). But no one ever taught me how to be a good teacher. I was pretty much handed my book and shown it to my classroom. So, I did what I thought “good teaching” was—I lectured. And I did that for years, until one day I had an a-ha moment that I really didn’t think my students were learning (and I later confirmed this). So, I decided to start researching better teaching practices. This led me to years of research on how the brain learns, which I then started sharing with other teachers, and then corporate trainers as well.

It didn’t take me long to realize I could marry brain knowledge with my expertise in communication because the concepts I was applying to teach are readily applied to everyday communication as well. I realized that with my expertise and overlap in the two, I could teach anyone how to be a better communicator the same way I was teaching teachers how to be better teachers—by basing this knowledge on brain science.

So that’s what I do now: I teach improved communication and training skills that are grounded in how the adult brain learns.

Where is your business based?

I live in Indianapolis. But I travel all over the country and internationally to deliver keynotes and/or workshops for my clients. Nowadays, although I love the spirit and comradery that is somewhat unique to in-person keynotes and workshops, a lot of my work is done virtually—which is great because it allows me to connect with clients all over the world. In fact, speaking and training virtually offer some interesting challenges and opportunities not present during in-person offerings; for example, I get the chance to model the very type of virtual communication I’m usually speaking about.

How did you start your business? What were the first steps you took? 

I had already been offering keynotes and training on brain-based communication and training skills as a “side hustle” while I worked full-time as associate dean and a communications professor for the University of Denver.  

I had so many people tell me that I light up when I talk about helping people communicate and train better by applying brain-based techniques, I finally decided to pursue this passion full-time. Fortunately, I had three things going for me that really helped launch my company:

-       First, my former clients are also wonderful referral avenues for me, as they’ve gotten to see firsthand that my keynotes are super engaging and my workshops are fun—and effective.

-       Second, the solopreneur and small-business network in Indianapolis is incredibly supportive, so I’ve been fortunate to connect with countless people who have helped me with resources and knowledge for launching my business.

-       Third I’m a professor for Wondrium. I have two courses with them: The Brain-based Guide to Communicating Better and Written Communications: Being Heard and Understood. They are available online, of course, but Wondrium is also available on Roku now, which is neat because anyone can access the content right from their living room couch. I have had quite a few folks reach out to me for help with their employees or one of their teams after watching one of my courses.

These three things really helped make launching my new business a success.

What has been the most effective way of raising awareness about your business?  

I mentioned the supportive network in my last answer. In particular, I have received amazing support from the other women in my networks. Especially in my relatively new home space in Indianapolis, I have found the sense of community to be uplifting and inspiring. Hoosier Hospitality is real, y’all! I hope to have the opportunity to give back to the women who have lifted me up in my own endeavor. 

I build awareness about my business through people in my networks because I’m building solid relationships with my community. I’m a member of BNI, and we follow the approach of getting to know one another quite deeply so we build communities of people who know, like, and trust one another—thus, we’re more likely to think of each other when someone—for example, in my case—complains to them about a poorly run training program, or a customer service team who struggles with clarity in their communication to customers.

What have been your biggest challenges, and how have you overcome them? 

COVID has impacted professional speakers, like so many industries, because there have been fewer opportunities to speak at in-person events. I’ve used this time to focus on ensuring my virtual offerings are excellent, and I’ve focused on networking and continuing education.

How do you differentiate your business from the competition?

Yep, there are lots of folks out there who teach improved communication, which is such a testament to how important it is—now more than ever. I have great respect for all my colleagues, and I’m so honored to be part of a great community of communications professionals. What makes me unique is that the communication and training skills I teach are grounded in the specific intersection of my experience. I bring 20+ years of academic experience teaching communication at the undergraduate and graduate levels, and I also bring 15+ years of experience studying how the adult brain learns. So, my strategies are grounded in science but also backed by my own expertise as a communications professor.

What is your favorite or most useful business resource? 

There are almost too many to name. The backlog of books and articles that I want to read grows every day. I tend to prioritize subject-matter resources a little too much because I continue to be fascinated by the brain, so I’ll read anything or listen to any podcast on anything brain-related. I am always learning little nuggets that can help me in my work on teaching communication and training skills.

In terms of resources related to being a solopreneur, I’m a big fan of relationship-related resources, so I lean heavily on my networks for sounding boards. And I like to attend events—conferences, talks, webinars, etc.—where people who know cool things share those. The books I read tend to be subject-matter-related, but I’m a big fan of Inc. and ATD articles. My business development coach just turned me on to a great podcast for people who do a lot of public speaking like me called Speakernomics.

How do you balance work and play but still run a successful business?

I often joke that as a communications expert, I’m always working. It is half true because even when I’m interacting with friends, colleagues, or my partner, I think it’s important to model the kind of communication skills I teach others. It’s true for most solopreneurs that you are your brand, but it’s especially true for me. 

But aside from that, as any solopreneur knows, time management is critical. It’s easy to be at your computer non-stop. And my partner and I both work from home, so it’s also easy to tear myself away from my computer for something really “critical” like a discussion of what color towels to buy. But basically, we both agreed to run our days as if we were in an office. We start work early and try to stop by at dinner time. Of course, that doesn’t always happen, but we do pretty well.

I’m a big fan of scheduling time for the important things and shutting down my email when I’m doing those. For example, when it’s time to write or research, I turn everything else off. Otherwise, it’s so easy to get sucked down rabbit holes. 

The one exception to that is that I try to always make time for people when asked. I love when people ask me for my help and insight with communication or training issues, whether it’s a personal or professional communication challenge. I’m a lifelong learner at heart, and every time I have the opportunity to help someone else navigate an issue or problem they are having, it’s a learning opportunity for me just as much as for them.

What’s your favorite way to decompress? 

I love reading. I’ll read anything, but I’m especially into science fiction and science fantasy. I also equally love fitness and baked goods—I own a Peloton I named Cupcake because I ride her so I can eat them. J

 How can our readers connect with you?

Contact me anytime at ali@roi-communications.com or via LinkedIn: https://www.linkedin.com/in/aliatkison/. And if you would like to learn more about how I can help you or someone you know, visit my website: www.roi-communications.com

"Dare to redefine success, to re-imagine the possible" with Sara Oblak Speicher

Photo credit Aaron Pepis

Sara Oblak Speicher, MBA is an international elite basketball player turned master life coach, quantum strategist, and mindset expert. She inspires and empowers visionary women in leadership to redefine the possible, create flow in chaos, transform their schedules, and bring their boldest visions to life. The Slovenia-native now a New Yorker is also a survivor of postpartum depression and severe burnout that nearly killed, them but became her spiritual awakening instead. Passionately rewriting the rules of living, Sara currently resides in the Lower Hudson Valley with her husband, their two daughters, and three furry rescues.

Can you tell our readers about your background?

Thank you so much for having me! I come from a humble background. I grew up in a multi-generational home in Škofja Loka, a medieval town of about 20,000 and surrounded by nature. I remember always feeling more at home around adults than my own peers, and given a choice between a book or playground, you’d find me snuggled up on a bed and immersed in whatever story I was reading – and then drawing it all out.

I also hail from a lineage of strong and independent women who lived ahead of their times, women who were very resourceful, resilient, and entrepreneurial to help ends meet. Feminists who still were deeply affected by starvation, violence, death, and many of them treated like slaves in their marriages because they couldn’t afford to leave. So this deeply shaped my outlook on life, and on what being a woman meant.

Basketball became my refuge from being mercilessly bullied, a distraction from the Balkan War that was raging nearby, and ultimately a ticket into the world. At the age of 12, I began traveling around Europe to compete at basketball tournaments - and been to Paris 3 times! I was 14 when I first put on the jersey of Slovenia Women's National Basketball team. At 16, I was the youngest player on the senior team and at 18 served as a team captain at the European Championship.

Once I already retired, I ended up reluctantly accepting an unexpected invitation to play NCAA D-I basketball. So I packed my 3 suitcases, kissed my family goodbye, and boarded a trans-Atlantic flight to New York City 4,500 miles away. I have never been on the Downtown Brooklyn campus before making it my temporary home in 2004. And have I mentioned that I was barely able to speak English, my 4th language at the time?

After a short stint in the private sector, I opened my own business. At first, a virtual assistance company that soon grew into a premier online business management and consulting agency. I loved supporting business owners, women in particular, and giving them more time by taking tasks off their plate.

Soon, our relationships deepened and they opened up more and more. Through those conversations I realized that simply ticking off their to-do lists is like putting a band-aid on a bacterial infection. Because many of those items didn’t need to be on it in the first place. 

Professionally trained as a consultant and with a natural gift for seeing the big picture and all the moving pieces, I started to offer more strategic, sustainable solutions. Their businesses started to transform. And so has mine. I loved every bit of it.

But there is only so much that one can do when they have a clear strategic plan. From my personal experience, I knew the next layer would be mindset. Yes, as a former elite athlete, high-performance mindset was my mastery. But I wanted to learn the ins and outs of how to coach someone to help them develop theirs. In a safe way. And on that journey, I also tapped into my mysticism, witchy nature that went untapped all those decades.
It got me thinking, “I wonder what happens if I blend lifestyle architecture, time mastery and strategic genius with mental brilliance and spirituality? And healing and metaphysical principles with everyday practicality derived from 25+ years of international experience?”

So when working with high-achieving women nowadays, business is just one piece of a complex puzzle they are trying to navigate. Because there’s family. And relationships. And home. And team. And life. And their own calling, mission, purpose. And that pesky thing called chronological time that keeps on ticking.

In the sacred space of our private practice, we therefore get to re-imagine the possible, simplify complexities with honor and respect for how complex these individuals are as a human being. We help them create flow in chaos and transform their schedule. This might sound like a cliché, but we bring their boldest dreams to life.

What gives me the greatest joy is seeing my clients emerge into the world in ways that reflect the fire of their heart, knowing of their soul, magic of their vision. And that looks very differently:

For some, it’s collapsing timelines and turn their 25-year dream into reality within a year or two: from moving cross-country, to buying a dream home, to having a family (and no longer feeling trapped, scared, and overwhelmed).

What matters to others is reviving marriages, deepening and strengthening their relationships with themselves, their loved ones, and their teams (and no longer being triggered, feeling isolated, and wanting to run away).

Others just want to multiply revenues, profits, and free up more time with integrity, harmony
(and no longer working so much, so hard for what they though success and building an empire should look like).

We intend to do it all in ways that create richer experiences, and allow them to be more present, clear, and focused in all they set out to do and become (and no longer burning out at multi-7-fig revenues as a primary home provider consumed with guilt, shame).

Because ultimately, we all strive to make a more positive impact and high-value, lasting contribution to the world with greater fulfillment and joy (while turning the world into our playground).

What inspired you to start your business?

Both of my parents transition from laborers with technical skills, to opening their own businesses when I was in my early teens. While I got to witness some of the sacrifices, risks, grit, and devotion that has required, I also got to enjoy that certain freedom that came with them being in command of their own schedules. And ultimately, finances. A seed was planted. I knew what I was after.

 By the time I was pursuing an MBA degree in New York City, I had already bought into this idea of an American dream instead. Even though America was never painted to me as some promise land. Perhaps it’s because of that that I have the privilege to experience it very differently now? Anyway, at the time, I set my eyes on this proverbial corner office overlooking the Central Park. Wearing fancy suits and heels that, honestly, I do look good in at 185cm tall!

In all seriousness. The dreams came crashing down with the signing of the first employment contract. No sick leave, no paid vacation time, no overtime as a salaried employee – even when my day begun at a networking evet at 7am and I was still in the office at 10pm.

Once my husband and I bought our first house and my commute to (now a new job) required a 2.5 hours of driving, ferry, train, subway, and walk to reach the office (totaling 5 hours each day), I was seriously rethinking the whole thing.

Around the time we found out we were expecting a baby, I was called into a meeting. “Sara, I don’t think this is going to work…” was music to my ears.

Losing that job was a wish come true in a way because I for sure was not going to quit. I was not a quitter…  

Relieved in many ways, I was on someone else’s timeline now. And it was an opportunity to re-imagine the possible. To remember the roots.

Yearning for this sense of freedom and flexibility, and being deeply disappointed by the hostile (non-existing) support system for new moms and families (remember, I am European, we do these things very differently there), I rolled up my sleeves, took a leap, and started my own business. 

Where is your business based?

Technically in New York, more specifically anywhere I am with a phone or laptop. Most of the time that’s my home office. Or a couch next to our two dogs while the kids are in school... By the time this article is published, my partnership company just might be incorporated in a different state as well, although I’ll still be working from any location.

But, since all our services are conducted online, I consider this a global company – just like our clientele and vendors have been over these past 10+ years.

How did you start your business? What were the first steps you took?

As already mentioned, after I was clear on the fact that I am kind of unemployable, it was time to get clear on what to do about it.

All I knew at the time were three parameters: the work needed to be flexible, meaning I am in control of my own schedule.

Second, the work shall be conducted remotely so that I could be with my baby, and travel to any place and any time we desired.

And third, I needed to have the freedom to take on as much or as little of work as I wanted, and the type of work that excited me.

Simple, right?

Next up were brainstorming sessions – from postit notes on a wall to venn diagrams in my notebooks, to honest conversations with people whom I trusted. My goal was to gain clarity on what I could offer, what I loved doing, what was needed on the market, etc.

Once I decided on virtual assistance, I learned the rest on the go – from developing a business plan, business model, marketing strategy to building a website, and learning social media marketing, sales…

I still remember the excitement of the possibilities, the terror of the unknown, and the lessons in making every single mistake I could possibly make in being one of the pioneers of a virtual assistance business in my area.

And yet, it was surprisingly easy to juggle caring for a newborn, building up what would soon become a premium online business management and consulting agency with clients worldwide… While still putting on high heels multiple times per week to masterfully network around the Tri-state area. And traveling for weeks on end.

The hardest was pricing. “Who would be willing to pay this much for that?” My mind could not compute how my colleagues were signing up $75/hr or $150/hr clients… until that one day when one of mine was holding a checkbook and offered to pay $250 without even blinking.

When our second daughter completed our family 2.5 years later, I felt like the sky was the limit! The fact that I had built an agency that enabled me to give myself a 3-month fully-paid maternity leave while the team continued to support our clients, only elevated this sense of pride and accomplishment.

What has been the most effective way of raising awareness for your business?

The truth is that the tactics and strategies that worked 10 years ago, won’t quite working today; and what works right now, probably won’t next week. But there are some timeless principles.

I can honestly say that in these years, I pretty much did all sorts of marketing. Consistent newsletters. Daily social media posts. Hundreds of videos. And webinars, and trainings. Hundreds of articles written and published. Consistent networking online and in-person. Follow-up and outreach. 

In fact, I took over a local chapter of a nationwide organization for professional women just weeks after giving birth to my first daughter. So I put on my heels, put her in a carrier, and off we went to hold monthly meetings.

It might sound arrogant, but I really do not know of many people who have been as consistent in taking such massive actions on a daily basis. No. Matter. What. Of course, wisdom is in distinguishing between hustle and hassle, grit and grind.

But what ultimately moves the needle for me, are relationships. Writing. And speaking. The more authentic and simple, the better. So this might be a good reminder for the reader to be curious, try what you like, and then do that.

Now here is the other side of this coin: delivering what’s promised. And caring for people you get to work with. Still, we only know and can do so much, so don’t be afraid of asking for help. Hire those who are better than you in certain things. Let them help you in areas where you are not as strong but stuff still needs to get done in order to reach your audience, to meet your goals. So that you can remain focused on your strengths, your gifts. Your role as the CEO of your company.

What have been your biggest challenges and how did you overcome them?

While powering through short winter days of snuggling a newborn, caring for a toddler, managing my team, and planning to retire my husband… something unexpected happened.

Post-partum depression and two trips to the ER due to burnout, paired with incredible homesickness and grief after losing two grandparents whom I could not say proper goodbyes to, were clear signs that the same work ethic, strategies, and mindset that had given me everything, could now kill me.

I would love to say that what happened next was a movie-like epiphany and an instant transformation that has catapulted me right back to the top. But. It. Wasn't.

Through the journey that followed, I looked critically at everything: my beliefs, stories, attitude, habits, conversations, expectations. Including my business, marriage, family, myself.

I unlearned, undid, and unmasked it all to reevaluate, release, rethink, redefine, reframe, rebuild.

To heal, transform and transmute this feeling of deep disconnect, overwhelm, isolation, frustration. Because I knew I was meant for more... And that my business was meant for more...

After a few annual trans-Atlantic trips with the little ones (I mastered the art and science of flying solo with a baby and a toddler), I also felt called to move us all back Slovenia to heal, to reconnect, and to simply slow down. I no longer belonged here.

We didn’t move but the girls and I went there for 4 months. Upon our return, I experienced the dark night of the soul once again. I simply wanted to walk away from it all.

"This is not how this story ends," whispered my soul... so I leaned in even more.

By the time the world pressed pause in 2020, I felt transformed. Our home "in the mountains near the sea" became a sanctuary. We were gifted additional 18 months of family time as our kiddos would stay home during the pandemic.

My husband and I reconnected on a much deeper level. Exalted in his unconditional love, I realized just how much he has supported me by not letting me be less or playing small. By never trying to contain me.

I also reestablished boundaries in congruence with my core values. And, launched a new business, with a partner, that actually feels like something that will outlive us.
It feels like so much of this is eons away, and so do many things I still want to accomplish.

But here’s the thing: I didn’t do it on my own. It was hard to ask for help. It was challenging to receive it. But it was there all along – from my husband, our parents, to a very tight-nit circle of friends. And coaches and mentors I invested incredible amounts of resources to have their guidance and support.

How do you stay focused?

Athlete codes. And very limited time. And clear order of priorities. Seriously. A lot of us are experiencing this massive fatigue. There is so much happening. We are holding so much. And if you are neurodivergent, then that’s another layer you need to work though in order to function in the world. So what I find essential to remain focused, is this:

Being clear on the vision; this thing that makes my hear sing, that gives me this warm feeling that I can feel inside. This deep knowing of whatever is looking to emerge though me. This is the fire that gets me going.

Reverse-engineered plan that is easy to comprehend, execute on, and pivot when needed. And then having it all visually-accessible and color-coded.

Clarity around my capacity, order of priorities, and boundaries to assure I keep moving forward. This also includes being OK with the fluidity of it all. And, an accountability partner and a space to vent (some of the most productive times that move stale energy, bring clarity, and charge me into action).

Devoted self-care practice that includes consistent mindset work, energy healing and recalibration, physical fitness, proper nutrition, nurturing relationships and activities, and plenty of downtime for inspiration and integration.

These oftentimes allow me to accomplish more in a day than what I used to do in a whole week. With that, I then have the time, bandwidth, energy to also be a powerful householder, a present mom, supportive wife, caring friend.

How do you differentiate your business from the competition?

Would you believe me if I told you that I have no idea? For real. Let me offer something.

There are millions of coaches out there. Millions of consultants. My job is to focus on my own craft, art. On the energy I embody and exude as that’s the signature of anything and everything I produce and share with the world. So when I am in the right state, when I show up, when I take aligned action, the people and opportunities are magnetized to me in ways I could not possibly try to control.

What the competition is doing becomes simply irrelevant.

Because nobody else on this planet can serve the client the way I do with my own unique perspective, lived experience, and interpretation of teachings; nobody else can co-create this specific synergy, a sacred space with the client in this way; nobody can ask questions, offer a reflection, hold space or kick their arse the way I do.

Besides, I am not for everyone. Most of my clients are trailblazer, mystics, high-achieving women who live ahead of their times. There are oftentimes no blueprints, no points of reference to what they, we, are creating. What we are creating cannot even be done in a linear fashion and with conventional wisdom. So by the time mainstream catches up, we’re already eons away.

Lastly, there are plenty of clients, plenty of opportunities, and abundance of money for all of us.

What has been your most effective marketing strategy to grow your business?

Funny you ask this because my business partner and I were just talking about this. The funny thing about going first… We had each built successful companies, and at the time, we left no stone unturned. We cold-called. We quite possibly spammed people. We networked. We emailed. We followed up. You name it, we did it.

Sometime along the journey of transitioning and pivoting my business into consulting and coaching, I became really jaded by all the quasi rules of the industry. Don’t do this. Don’t say that.

For example: it cheapens the brand if you talk to people, make yourself available for questions, or reach out to people with an invitation. It is a waste of time if you don’t automate every step of the sales cycle and have people jump though hoops to sign up.

So even when I did market and promote, I did it in a dimmed, diluted way, and from a very apologetic energy. Which is so not who I am as a woman.

Naturally, the outcome was commensurate with the input; I felt really stuck. I knew I had something amazing to offer and it was really frustrating to be like this best-kept-secret, talking into void, and hearing crickets. What made the matters worse was seeing people who I knew had a fraction of my expertise and client success, pass me and bank millions. Oh, just saying that feels so silly now but it’s where I was.

See, once you’re in this energy, it really doesn’t matter what you do. You can tick off all the boxes, do all the right things, but it will feel like you’re just spinning the wheels.

So, I went back to the roots. Ditched the rules and assumptions. Who am I? What I enjoy doing? How can my audience feel my energy? What are my core expertise? What are my core values? Who do I serve? How can I best serve them? And where are they?

The answer for me was in writing: writing for publications that reach audiences beyond mine as well as through my own platforms. Where I have space to teach, to inspire, to dive into deep and complex topics that cannot be diluted into a bumper-sticker-esque phrase.

It’s speaking: speaking to my audience via our podcast, YouTube channels, Livestreams, as well as to wider circles though seminars, events, and being a guest on other podcasts. Again, getting vulnerable, going deep, and keeping it real.

It’s building and nurturing relationships: being of service, being a resource, a power connector. And being willing to ask them for help.

What's your best piece of advice for aspiring and new entrepreneurs?

Dare to redefine success, to re-imagine the possible. And don’t be afraid to fail. In fact, you will make more mistakes and you will have more failures than victories, and that’s the beauty of the journey. In the end, it’s a process of growth and willingness to take risks and to bet on yourself, which oftentimes requires investing in the right support (because we are not meant to, nor can we, do it alone).

What's your favorite app, blog, and book? Why?

From apps, I’ll say Zillow because I totally geek out over architecture, especially floor plans! And what’s not to like about touring some of the most exquisite homes, envisioning all sorts of possibilities? I also like YouTube and Podcasts to listen to while I cook or drive.

The blog I am currently really into, is by Dr. Angela Lauria on Socially Responsible Coaching. She is dismantling the whole industry, stepping on a lot of toes, and shifting many paradigms.

As far as the books go, I am simply loving mine even though it has not been published yet. And Circling the Sun by Benka Pulko – if some families have Bibles to pass down through generations, I have two copies of this book to pass onto my girls. A few others I am reading simultaneously are Women Who Run With Wolves, Mating In Captivity, Law of Divine Compensation, and Atlas of the Heart.

What's your favorite business tool or resource? Why?

I recently deleted social media apps from my phone and that alone gave back 4 hours of my time per day! So I am very intentional in where my time and attention go. Voxer is therefore one of my favorite tools for communication and client support that is also respectful of one’s time and availability.

Another invaluable tool I use all the time is Descript - video and audio transcribing, editing, re-formatting all in one. And Canva. Google Docs and Asana are amazing at keeping things organized and progressing smoothly.

Who is your business role model? Why?

I don’t mean to be righteous, but I really don’t have role models in a sense of putting people on pedestals. Or to aspire to be like them. Individuals who inspire me, do so in many ways and for multiple reasons. And that “list” keeps changing, evolving. Some are world-renowned athletes, entrepreneurs who reached celebrity-status. Some are community organizers and social justice advocates who remain behind the scenes. Some are simple every-day people who live down the street or across the town.    
Nonetheless, sometimes the list includes people who somehow push my buttons, who trigger me – because that offers an insight into my own limitations, prejudices, and untapped potential.    

How do you balance work and life?

I could tell you all about mindset work. Or routines. Or schedules and colorful sharpies. Or operating systems that have been automated.   

But the truth is that I happen to be one of those domestic witchy women who are just in their natural flow as householders, mothers, business owners,… And who has the most incredible kids and a true partner with whom it’s all just so easy. It all comes really naturally to me, but it hasn’t always. 

After suffering from severe burnout, I had to create a massive paradigm shift. First one was that there is no such thing as balance. It’s simply managing an order of priorities which is as fluid as it needs to be to accommodate everyone’s needs.

Then, it was opening to receiving support. Not just being able to ask for it, but to actually soften into receiving it without inducing an anxiety of OCD tendencies when things are not done exactly the way I might want them. Moreover – I had to learn to redefine support in the first place because I was raised to be strong and independent woman (because to not be one was quite literally fatal in my lineage).

And finally, it was turning to my own natural rhythm, and syncing that with Lunar Cycles and other celestial bodies that allowed me to organize my months, weeks, activities, and rest in the most optimal ways. By the way, this is something that my business partner Dianne Sykes, who’s a master physiologist and expert in all-things esoteric, has taught me. It’s a big part of the work we do in our Elite Mystique Agency.  

What’s your favorite way to decompress?

Anything that involves movement, water, woods, soil. Dogs and horses. Music, pen and paper. And a pint of Ben and Jerry’s. And building Legos with my daughters. And sexy time with my husband.

What do you have planned for the next six months?

Oh, it will be a really exciting time.

First, Dianne and I are launching our League of Extraordinary Women, a self-guided membership experience for cosmo-curious executive women who are looking to simplify complexities of modern-day living and leading. None of us women can do it alone...running a household, a career, and managing our own health. And really living to the fullest. It takes a village and we are building one. Through it, we provide Fitness, Nutrition, Lifestyle, Time Mastery, and Mental Brilliance support, guidance, teachings.

Pretty much everything you need to re-imagine health, happiness, and fun. We are calling in 1,000 women and if this intrigues you, come in and experience our pragmatic & esoteric approach to your advancement through our proprietary blend of biology, Western medicine, Eastern philosophy, Ancient yogic science and astrology with mindset, quantum strategy, business acumen. And mysticism. Our company is called Elite Mystique Agency for a reason.

Second, I am calling in a publishing company that will help me bring my book to the audiences around the world. “It Is Not That Simple” is a tale of 6 generations, 3 wars, and 1 woman’s cross-continental quest to reclaim her Primal Power. Timeless yet relevant especially now that we ran with the wolves; we ate, prayed and loved, we became untamed... 

Lastly, I am called back to Slovenia. A year-long experience tickles my heart and my daughters seem truly excited about it. Should it all work out, we’ll immerse ourselves in the culture, beautiful nature, and this nourishing energy surrounded by my family and friends. Plus, other European landmarks are then just a short ride away.

How can our readers connect with you?

The readers can find me on social media, on LinkedIn and Facebook. Also on our websites www.makeyourlifeyourlegacy.com and www.elitemystiqueagency.com