TELUS recently challenged entrepreneurs on the TELUS Business Facebook page to share their best to-the-point and convincing elevator pitch for a chance to win one of two business productivity prize packs. With more than 100 submissions, Hailey’s pitch was one of the top finalists.
After 10 years in the corporate trenches Hailey Van Wyk was primed to launch her own business. She wanted the flexibility to set her own hours, look after her two young boys, and to nurture her passion for marketing. Two years ago she launched Concept Marketing Consulting in Edmonton. Her clientele are small business owners, from music teachers to IT businesses. She parachutes in and helps devise strategies that will increase revenues, generate new clients, and improve customer service.
How do you know your pitch does justice to your business, especially to people hearing about it for the first time?
One of the things about being self-employed is that you you can’t go to the next cubicle and ask your coworker about an idea. I try to maintain relationships with business people I respect and they vetted the elevator pitch for me. If I do any proposals or work for clients I generally have two or three people I consult, “Hey I need a second opinion!”
When did you start using social media?
From a business perspective I’ve been struggling with it. I don’t want to start a business FB page until I have a strategy. You see a lot of small businesses that jump on the social media bandwagon and they don’t have a strategy to support that long term. I don’t want to be that person. I’m working on a social media and cross marketing strategy. I’m making sure it’s comprehensive and succinct and has longevity associated with it. I hope to launch in first quarter 2012.
Which social media do you prefer?
Facebook and Twitter and LinkedIn have to be intertwined. There are a plethora of small business associations already established and I need to leverage those groups in order to find the right client that fits my niche market. Online networking is the initial stage. I want to be the person who goes in and says, “I can help you increase your sales. I can help you improve your customer service and it won’t cost you a huge amount of money.’
Many businesses struggle to build their customer base and attract new customers with limited resources. Your advice?
Get back to grassroots marketing. We can’t expect that our online ad is going to reach the target market. We need to get our feet on the street; we need to hand deliver or do a targeted direct-mail campaign. We need to do a better job of better honing in on who our customers are, what their specific needs are and how we’re going to be able to help them in their business.
In 2011, what technologies did you rely on to grow your business?
I work on the go with my BlackBerry and laptop and of course a wireless connection wherever I am. People will think you are rude when you’re on your Smartphone but I am really just trying to get work done. I’m so glad I was born in this century because I don’t think I could operate any other way.
What do you regard as your greatest success as a business in 2011?
With any small business owner, it’s about maintaining momentum. When I look back at the last year the biggest success is that we’re still in operation, maintaining focus and we keep moving forward. It’s not one thing – it’s seeing the foundation come together.
Let’s imagine you’re considering starting a new business. If you could talk to yourself before embarking on this new business given your experience, what two things would you tell yourself?
Have a plan. If you start without a plan it’s a waste of time and money and it’s mentally it’s exhausting. Get advice from people who have experience in other areas of business. I have a passion for marketing but I’m no accountant or IT expert. Second, have courage, because, at the end of the day things aren’t going to go the way you thought. Set realistic expectations for your business so you don’t feel unmotivated.
Amber Nasrulla is an ex-pat Canadian writer based in L.A. who specializes in profiles from business leaders and scientists to Hollywood celebrities. Her work has appeared in North American and British publications including L.A. Times, The Globe and Mail, Los Angeles Magazine, ELLE Canada, Chatelaine and London Weekly Times.
To follow TELUSBusiness on Facebook go to facebook.com/telusbusiness.
