May 27, 2025 • 22 mins
Ryan Van Ornum welcomes Noelle Peterson of Start Smart Systems to the Scaling Up Success podcast for an insightful conversation on business automation, finding your niche, and the power of relationships. Noelle shares how her entrepreneurial journey unexpectedly blossomed from supporting her husband's ministry into launching a thriving business of her own. With a diverse background in government and overseas ministry, she discovered her strength lies in creating efficient systems and helping others do the same. “My skill set is getting things done,” she says, highlighting her drive for productivity and professionalism. This focus has led to impressive growth, doubling her business in the past two years, powered by clear audience targeting and a relationship-based marketing approach. Approximately 90% of her clients come through referrals, especially within the Achieve Systems community, thanks to consistent interactions that build lasting trust.
A key insight Noelle offers is the importance of leveraging your time through effective delegation. “If we could do what we’re really good at most of the time, there’s 80% we don’t need to do, someone else can do it better,” she explains. This mindset has allowed her to scale her operations by building a supportive team, including her own daughter. Noelle advises entrepreneurs to define their ideal client with precision: “You need to be able to speak to your audience; otherwise, you’re speaking too broad and nobody’s going to hear you.” By narrowing their focus, business owners can better connect with those who truly need their services. Interested in streamlining your business so you can focus on what you do best? Visit StartSmartSystems.com to learn how automation can elevate your success.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
What's up everybody.
This is Ryan Van Ornum, backwith you for another Scaling Up
Success podcast episode.
Today I have Noelle Peterson ofStart Smart Systems.
Noelle, how are you, my friend?
Speaker 2 (00:18):
Oh, blessed Ryan.
It's been an amazing year.
God is so good.
Speaker 1 (00:22):
I love it, I love to hear that you've been doing some
big things and, uh, as as weget into this, uh, I'm gonna,
I'm gonna ask all kinds of stuffabout it.
But first I gotta know this.
I gotta know this a little bithow was you, you're?
You're all about the NASCARraces, right?
How was, how was NASCAR inTexas?
Speaker 2 (00:44):
It was pretty good.
It was a little crazy thedrivers I was rooting for didn't
do too well, but it was a greattime to get away and enjoy some
time with my husband.
Speaker 1 (00:52):
Very cool.
Who's your drivers, by the way?
Sorry, we could start a fightright now with this, but we'll
go into it, I'm all about it.
Speaker 2 (01:02):
Well, honestly, because we're chaplains at the
local track, we vowed not tohave favorites.
Speaker 1 (01:07):
Fair.
Speaker 2 (01:08):
But I do a NASCAR fantasy team.
So every week, my favorite isdifferent.
Speaker 1 (01:13):
Okay.
Speaker 2 (01:14):
But we always root for the Fords.
Speaker 1 (01:16):
Okay, all right, so I just got a full disclosure.
I grew up racing sprint carsand being part of a pit crew on
my uncle's pit crew.
We grew up around the Blaney's,so Ryan Blaney is is one of my
favorites, so yeah.
Speaker 2 (01:34):
Yeah so yeah, he's pretty good.
Speaker 1 (01:36):
Yeah, yeah, he drives for Penske.
He's pretty good.
So well, let's, let's just jumpinto this a little bit more
here.
So tell me, tell me how you,how did you get your start with
Smart Start Systems?
You've been picking up steam.
Speaker 2 (01:53):
but where'd this all begin, gosh Ryan?
It goes back so many years.
I'm a pastor's wife.
We've spent years overseas.
We've spent years in ministry.
I was in the government, buteverything I've ever done has
been about helping everybodyelse, do things faster.
So it came to a head a few yearsago when a friend of ours was
helping us and helping medecipher what am I?
(02:16):
Who do I serve best?
What do I do best?
And it was about systems andhelping people put things into
place that just make things movesmoother.
Take that stress off yourshoulders.
And now I mean my focus ishelping the system, businesses
automate their systems sothey're they can focus on what
(02:37):
they enjoy doing.
I mean, we all have a niche, weall have things we enjoy.
And that back end, like youknow, not everybody likes to do,
but some people like to do it,but it's not necessarily the
best use of their skills andtheir time.
Um, so I I have found that myskill set is getting things done
.
I want things marked off thethe you tick those boxes, get
(02:59):
them all done, and I like to doit doesn't mean bad, it doesn't
mean poorly, it's doneefficiently, efficiently,
proficiently, professionally,but quickly.
So it's better for you and forme just to have it done and we
can move on to what's next onthe list and what's more
important.
Speaker 1 (03:14):
I love that, and that's the big thing is being
able to increase efficiency forbusinesses If you're running the
backend side of things and andit really takes a lot of stress
off of people's plates that theycan go and do what they're best
at Right.
Speaker 2 (03:30):
Right, yeah, it's the book.
10 X is greater than two X.
You we all have.
We all have things that we loveto do, and if we could do
what's really good most of thetime, there's 80% that we don't
need to do, that Somebody can dobetter 100%.
Speaker 1 (03:44):
I love that I actually have that book on my
shelf back there.
It's a good one.
It's a great one.
So so, since you started SmartStart Systems, how's your
business evolved?
Speaker 2 (03:57):
Well, we have doubled 100X over the last two years
just diving in and helpingpeople where they need help.
And when you find your nicheand the people that love you
know you learn who you are.
It's just amazing how theuniverse brings the clients to
you because it's who you are andit's nothing different.
(04:19):
You're not trying to besomebody different, you're not
trying to do something that'snot natural.
It all just flows together.
The energy is just amazing.
Speaker 1 (04:26):
I love that.
So where are you getting yourbusiness from?
Are you getting referrals?
Is it online, Like?
Are you cold, cold email, coldcalling, Like what?
What areas do you focus in?
Speaker 2 (04:39):
I'm doing a little bit of cold stuff now because
I'm just trying.
I'm in that trying to scale andgrow, but probably 90% of my
business comes from referralsand mostly within the Achieve
Systems community.
Speaker 1 (04:51):
Okay, so with that, it sounds like that you're,
you're, you're big onrelationships, because that's
that's where a lot of this stuffis coming from.
Talk, to talk to the audienceabout how you, how you really
culture those relationships forme.
Speaker 2 (05:09):
I don't consider myself a people person, but I
love engaging in those that Ithat know me, that we have a
good relationship with.
So going to meetings, going tonetworking, going to conferences
is great, but it's that fourth,fifth, sixth time that they see
me and we have thoseconversations and get to know
each other.
They're like, oh wait, I reallycould use you, and it's
(05:32):
relationships are key.
I mean, come from the ministrybackground.
Everything is built onrelationships and we have to
know who people are in order toeven want to engage with them,
regardless of what kind ofindustry we're in.
If we don't, I mean there'ssome things we have to do.
You have to pay Excel for yourenergy, but when you're looking
(05:54):
to buy a certain type of productor coaching or something you
don't even realize you need,that would help you.
It's the relationship with theperson who's selling it that's
going to make a difference.
The guy who walks up to yourdoor to sell you solar isn't
going to be as great of a clientor referral partner as your
friends that you meet and youhave coffee with from time to
time.
Speaker 1 (06:09):
I love that.
I love that.
That's.
That's a hundred percent.
I would agree with that.
And it's those that circle, andhow, how you can continue to
build those relationships insidethat circle, that that really
grow, you know.
And then sorry, just coughing,I should have used my cough
button.
I suck at life today, anyways,but no, it's really about that
(06:34):
those relationships that fosterthat really can build it out.
So one thing that I can see islike when, when, um, there's ups
and downs in every business iscan you share a moment?
Can I share a moment withoutcoughing?
(06:55):
Can you share a moment whenthings didn't go as planned but
it turned out, um, even better,even down the road?
Speaker 2 (07:08):
I mean, I think that's where my life is.
I was a business person and Iworked for the state government
here in Colorado for nine yearsand I ended up leaving my job to
help my husband in his businessand my assumption was I was
helping him.
I was going to be a writer, Iwas going to write books and
enjoy my skill of creativity,but I was going to be a support.
I was going to write books andenjoy my skill of creativity,
but I was going to be a support.
I was.
I was always his back end.
(07:28):
I was always his administrativeassistant and I just needed to
do more so he could do moreRight and after university and
achieve university, achievesystems, and weeks on end and
months of growing theserelationships with these people,
and weeks on end and months ofgrowing these relationships with
these people.
It came very clear to everyonearound me and later for me
myself, that that wasn't my role.
(07:50):
I meant to be his assistant.
That's all I was trying to do,and now I'm the one who's
running a successful businessand he's back in ministry
because that's where he needs tobe.
Speaker 1 (08:02):
That's cool, that's super cool.
You know there's it's sointeresting how, like how
business progresses in differentways, right, and like it.
It seems like just the way thatyou you may not want it to go
in a certain way, for whateverreason, and it flows there
anyway, right?
So what are you most proudabout with this journey right
(08:23):
now that you're on?
So what are you most proud?
Speaker 2 (08:25):
about with this journey right now that you're on
?
That's a good question.
It's not something I thinkabout often, that's for sure.
I am grateful very much for theposition we're in, the ability
to grow and the people thatwe're able to help and being
able, I guess, to be proud ofwhere the company is.
This month I've actuallybrought my daughter on as my I'm
(08:50):
not going to say assistant,because that's not really the
right word I am empowering herto kind of take over parts of
this so that I can do more ofwhat I enjoy.
You're leveraging, yeah, andshe's a stay-at-home mom and so
being able to hire my childrenand give her an income that she
enjoys, but yet she can still beat home with her kids, I think
(09:11):
that's just an amazingopportunity for both of us.
Speaker 1 (09:14):
That's awesome.
That's awesome, is there?
You kind of talked brieflyabout this with your, with your
daughter, maybe a little bit,but has there been any
unexpected opportunities thathave helped your growth?
Because I mean, like I said,you just you're hiring your
daughter, you're bringing otherpeople in your business, but
maybe it's that one conversationthat you, you didn't really
(09:34):
expect to have.
Then, all of a sudden, you'relike, oh my gosh, look what
happened.
Speaker 2 (09:38):
Because of that, so I would say my relationship with
a partnered friend is her nameis Lila amazing lady, and we
learned from her when we firstmet her.
We fired her as a coach a whilelater and now we're partners.
We're offering packages topotential clients to work with
(10:00):
both of us, to use the skillsets together and leverage both
of us, and it's just been awonderful relationship of
collaboration that's just grownover the last couple of years.
Speaker 1 (10:10):
Isn't that funny, like you could have one one
conversation in a hallway withsomebody and then all of a
sudden it just fosters intosomething absolutely amazing
that you wouldn't have eventhought of during that
conversation.
Speaker 2 (10:24):
It does, and I think that's where our relationship
started as well, and I thinkit's think it's going to
flourish to something similar.
Speaker 1 (10:30):
Right, right, I agree , I agree.
And the thing is it really kindof shows, like you know, the
value of just being open to newopportunities, because you never
know where business can takeyou.
Speaker 2 (10:44):
You don't?
I mean I'll relate it back tothe ministry world, my husband's
back in the lead pastor role,because he was able to pause
enough in time to hear the stillsmall voice in his head and
hear the nudging of where heneeds to go.
So if we're too busy in lifedoing what we need to do, we're
not going to hear the universetalk to us about what else is
(11:04):
out there and thoseopportunities that collaboration
can bring.
Speaker 1 (11:10):
You know, and that's funny because it's like, if
you're so many people, ifthey're, if they're working and
just working to work, work, youknow whether they're working a
nine to five or they're workingin their own business, but
they're, they're so likeinundated.
You may not be present enoughto let those even conversations
happen.
(11:30):
I seen it so many times when,hey, I'm talking to somebody and
, oh, I got to take this phonecall and then they're out and
then they're gone.
But you know, you never know inanother life that could have
had a exponentially hugeopportunity.
Come, come to that person's way.
Speaker 2 (11:46):
I mean it's huge.
I mean there's so much that canhappen if we're, if we're so
focused on doing things one wayand this is the direction we're
focusing on, even bringing ourbusiness in this direction we're
not even open to what could beover here that could could just
blow it up a hundred bucks.
Speaker 1 (12:01):
Yeah, yeah and it, like I said just little little
things along the way, just beingpresent in those conversations
is.
It's amazing what can happen,because I've had those
conversations and then I'm likeholy cow, I'm, I'm standing in
front of somebody that makes$200 million a year and they're
they're having a conversationwith me about how we can, we can
build together.
That's pretty cool.
Speaker 2 (12:21):
So yeah, be open to what the world has.
I got an email today.
It says you want to be a partof this book compilation.
It's going to be this, this andthis and this.
I'm like I can't say no to havemy name next to that name.
I'm in.
Speaker 1 (12:34):
That that's super cool and best of luck with all
of that that you got going onthat super, super, really,
really cool stuff that you'reworking on there.
So so I know in your businessright now you you do a lot of
things that involve, you know,touches a lot of different
aspects of business.
So how do you stay ahead ofindustry trends right now,
because there's so many thingsthat are moving pieces in the in
(12:57):
, in what you?
Speaker 2 (12:57):
do.
Honestly, I don't have anythingthat's outrageously, say it's
just moving along with thosethat come near me.
Questions that ask clients thatsay, hey, can you do this?
All right, let's figure out howto do that.
People that want AI partneringwith people that do AI, because
that's not a world I'm going toget into.
(13:19):
It's more than I can handle.
I've got enough on my plate.
This is my niche, I'm not goingto go there.
But if it's something that,yeah, that we're doing that and
that's out there research it.
I'm bringing my daughter in forpart of that, because that
younger generation knows more,can learn better, and there's
something we're working on atthe church, her and I and my
husband, and it's like this isover my head.
(13:41):
We need to bring somebody elsein because I'm just not getting
it.
Speaker 1 (13:46):
I love that.
And the thing is you're kind ofstaying in your lane right,
Like if you have certain thingsthat are going on and the
opportunities that you you'regetting, but you're like, hey, I
may need, I may need help withthis, whether it's artificial
intelligence or opportunitieslike that.
You know it's like, oh, we havethese, we have these people
that can definitely help youwith that.
And then everybody wins becauseyou're you're helping, helping
(14:10):
that other company that theother company is going to send
you business.
It's like a big collaboration,it's awesome.
Speaker 2 (14:15):
Right, yeah, and that's.
We want to help each other, andthere's no reason that we can't
use the skill sets of eachother.
You use the word leverage.
Take advantage of the differentthings that we have in this
world so we can better eachother and help our clients even
better have in this world so wecan better each other and help
our clients even better?
Speaker 1 (14:38):
Absolutely so.
As we kind of look at the scopeof how society is kind of
changing in business right now,what unique challenges do you
feel that business owners facetoday?
Speaker 2 (14:45):
There's just a lot to get done.
I think we as business ownersin general are just overwhelmed
with the.
I mean, there's so much we cando and we just want to do it all
ourselves, and I think that's afault of ours as human beings.
We don't need to do it all.
We use the word leverage a lotin Achieve, and here today we
(15:07):
use the word leverage a lot inAchieve, and here today is we
need to leverage the tools, thesystems, the businesses, the
friends.
It's not that you're hiring outstaff or hiring staff on.
Speaker 1 (15:25):
Take advantage of being a part of a team that can
help you be more effective.
I couldn't agree more, becausewhat you're good at not you per
se, but the business owner isgood at is probably not the
stuff that they're.
They're being tied down onthose those little tasks.
Like I just as a as a personalreference I suck at paperwork
(15:46):
and I suck at admin and I'm like, no, I need, I need certain
people to do those roles thatare better than me, because I
I'm a like a overpaidpaperweight basically in the in
those regards, because like,nope, somebody else has to do
that stuff and get me in frontof the potential clients and
I'll make those deals happen ahundred percent.
Speaker 2 (16:09):
Yeah, I'm moving to the same way.
I'd rather make the deals andactually do the little work.
But there are some things Ienjoy doing.
Speaker 1 (16:15):
And the thing is, you know your value better than
anyone else.
Would you agree, Right?
Speaker 2 (16:20):
Yes, a hundred percent.
Nobody else is going to be ableto put that value on you.
Speaker 1 (16:22):
Yeah, and you can articulate that value better
than anyone else.
If you're, if you're running asmall business, as as the person
that's the face of the company,you can articulate that value.
Speaker 2 (16:32):
So you've been there the whole time.
Speaker 1 (16:40):
Exactly, Exactly, Somebody else.
It's not somebody else's baby.
You're raising this baby up andyou can leverage those other
pieces and get your time back,so a hundred percent agree with
that.
What?
What advice would you give tosomeone starting out on their
their entrepreneurial journey Ifthey're getting into business
for themselves right now?
Speaker 2 (16:57):
It's, it's overrated.
I always put it off and say,yeah, whatever, you need to know
who your client is.
Who is it that you're workingfor?
Um, your skillset and only wayyou can communicate to them is
to know exactly who they are.
If you can tell Susie how youcan help her Fix her problem,
(17:18):
joe and Tom and Cassie and allare going to understand it as
well.
But you need to be able tospeak to your audience,
otherwise you're speaking toobroad and nobody's going to hear
you.
Speaker 1 (17:29):
I always kind of feel like I create like two
different avatars per se.
So, like, give me like thetarget of who I want to work
with, like all right for, for amale demographic, it could be
that I'm looking for the 45 yearold uh that has has a wife and
(17:51):
three kids, that you know he's,he's now taking this business to
this level and maybe, like thefemale avatar is the, the super
mom that's trying to.
You know, like the, the 32 yearold super mom that's trying to
build something on her own.
You know that you know these,these different avatars like
(18:13):
that, if you get very finiteabout it, you actually what you
build on expands, right, whatyou focus on expands.
So it's like I'm going to focuson building those avatars out
and then I'm going to create aculture that's going to bring
those type of people towards,towards what we're looking for.
Speaker 2 (18:33):
Yeah, you, you, you can't speak to women in their
thirties because nobody's goingto hear you, because you're not.
You need to be able to saywords that connect with them
independently and indirectly, sothey hear you, otherwise it's
just noise right, right.
Speaker 1 (18:51):
And the other thing, too is like I mean, there is so
much I I can't remember theexact number, but there's like
hundreds and hundreds ofmillions of websites there's,
you know, like social media,like you just can't keep like
there's so much out there, it'sall it fades into white noise.
So how do you make yourselfstand out?
You have to get very finitewith your demographics on those
(19:13):
pieces, but then also be able tocater to whoever came into the
opportunities, cater to whoevercame into the opportunities.
So you know, it's it's kind oflike having, like this, this
opportunity for these very nichepeople, but at the same time
being able to service anyonethat comes along.
Speaker 2 (19:30):
Yeah, yeah, you can service everybody, but you need
to be able to speak to who, youwho, who do you enjoy working
with?
Cause?
I can work with lots of people,but I enjoy working with female
coaches.
They me, they understand, we canhave, we have a relationship,
we have a, we have a languageyeah, yeah you see me at
university and lots of peopleget what I do and can understand
(19:53):
and want to want to jump in.
The people I enjoy working withare those, uh, empty nest mom,
female coaches that want to growtheir business.
This avatar kind of speaks toit a little bit too.
Speaker 1 (20:05):
And the the, the thing, the way that I look at it
too, is like man, you give mesomeone that's a hard charger
and we will run through wallstogether, like, like.
It doesn't matter if it's male,female, I definitely feel.
For me it's probably somebodyin their 30s or 40s that I
(20:28):
usually see in thosedemographics.
They're trying to leave thatlegacy for their family.
I can resonate with them and,like I said, we'll run through
walls together to make it work.
So I love that you have youravatars, I love that you have
your demographic that you'reworking with and it and it sets
you apart and people want and itresonates with people.
That's that's fantastic.
(20:48):
So, as you're growing out,start smart systems.
What, what's next?
What?
What's on the horizon for theend of the year?
Speaker 2 (20:59):
I am writing another book, so I am going to focus on
um.
I wrote a book called dreamlife planner years ago and I
felt like it never actually fitwith what I do.
But I think this book is goingto tie it all together and help
somebody figure out who theirniche is, who they are as a
person, what their superpower isand how to design that out for
(21:21):
them in their life.
And I'm really excited I'm likesix chapters in, so it's really
kind of cool.
And then I'm just going to I'mtrying to grow StartSmart
Systems, so that I'm not doingit.
Speaker 1 (21:30):
I love it.
Speaker 2 (21:30):
So leveraging synergists, leveraging my
daughter and then pulling me out.
Speaker 1 (21:35):
Can't beat that.
That's awesome stuff.
Noelle Peterson, it's been anawesome pleasure to have you on
the Scaling Up Success podcast.
How can people get a hold ofyou if not if when they want
your business?
Speaker 2 (21:48):
Startsmartsystemscom is my website, or you can text
me at 253.
And then the word is to start.
So just text anything to thatnumber, or my email is noelle at
startsmartsystemscom.
Speaker 1 (22:01):
That is too easy.
Ladies and gentlemen, noellepeterson, start smart systems.
Thank you so much for being apart of the scaling up success
podcast.
We have thoroughly enjoyedhaving you on the program today.
And uh, best of luck witheverything happening in 2025.
And and and uh, best of luck inyour future endeavors and
everything moving forward thankyou, sir.
Speaker 2 (22:21):
Thanks for having me here.
Speaker 1 (22:22):
Absolutely.
Once again, ryan Van Ornum,scaling Up Success Podcast
powered by Synergist.
And have a wonderful day.
Everyone Take care.
What's up everybody.
This is Ryan Van Ornum, backwith you for another Scaling Up
Success podcast episode.
Today I have Noelle Peterson ofStart Smart Systems.
Noelle, how are you, my friend?
Speaker 2 (00:18):
Oh, blessed Ryan.
It's been an amazing year.
God is so good.
Speaker 1 (00:22):
I love it, I love to hear that you've been doing some
big things and, uh, as as weget into this, uh, I'm gonna,
I'm gonna ask all kinds of stuffabout it.
But first I gotta know this.
I gotta know this a little bithow was you, you're?
You're all about the NASCARraces, right?
How was, how was NASCAR inTexas?
Speaker 2 (00:44):
It was pretty good.
It was a little crazy thedrivers I was rooting for didn't
do too well, but it was a greattime to get away and enjoy some
time with my husband.
Speaker 1 (00:52):
Very cool.
Who's your drivers, by the way?
Sorry, we could start a fightright now with this, but we'll
go into it, I'm all about it.
Speaker 2 (01:02):
Well, honestly, because we're chaplains at the
local track, we vowed not tohave favorites.
Speaker 1 (01:07):
Fair.
Speaker 2 (01:08):
But I do a NASCAR fantasy team.
So every week, my favorite isdifferent.
Speaker 1 (01:13):
Okay.
Speaker 2 (01:14):
But we always root for the Fords.
Speaker 1 (01:16):
Okay, all right, so I just got a full disclosure.
I grew up racing sprint carsand being part of a pit crew on
my uncle's pit crew.
We grew up around the Blaney's,so Ryan Blaney is is one of my
favorites, so yeah.
Speaker 2 (01:34):
Yeah so yeah, he's pretty good.
Speaker 1 (01:36):
Yeah, yeah, he drives for Penske.
He's pretty good.
So well, let's, let's just jumpinto this a little bit more
here.
So tell me, tell me how you,how did you get your start with
Smart Start Systems?
You've been picking up steam.
Speaker 2 (01:53):
but where'd this all begin, gosh Ryan?
It goes back so many years.
I'm a pastor's wife.
We've spent years overseas.
We've spent years in ministry.
I was in the government, buteverything I've ever done has
been about helping everybodyelse, do things faster.
So it came to a head a few yearsago when a friend of ours was
helping us and helping medecipher what am I?
(02:16):
Who do I serve best?
What do I do best?
And it was about systems andhelping people put things into
place that just make things movesmoother.
Take that stress off yourshoulders.
And now I mean my focus ishelping the system, businesses
automate their systems sothey're they can focus on what
(02:37):
they enjoy doing.
I mean, we all have a niche, weall have things we enjoy.
And that back end, like youknow, not everybody likes to do,
but some people like to do it,but it's not necessarily the
best use of their skills andtheir time.
Um, so I I have found that myskill set is getting things done
.
I want things marked off thethe you tick those boxes, get
(02:59):
them all done, and I like to doit doesn't mean bad, it doesn't
mean poorly, it's doneefficiently, efficiently,
proficiently, professionally,but quickly.
So it's better for you and forme just to have it done and we
can move on to what's next onthe list and what's more
important.
Speaker 1 (03:14):
I love that, and that's the big thing is being
able to increase efficiency forbusinesses If you're running the
backend side of things and andit really takes a lot of stress
off of people's plates that theycan go and do what they're best
at Right.
Speaker 2 (03:30):
Right, yeah, it's the book.
10 X is greater than two X.
You we all have.
We all have things that we loveto do, and if we could do
what's really good most of thetime, there's 80% that we don't
need to do, that Somebody can dobetter 100%.
Speaker 1 (03:44):
I love that I actually have that book on my
shelf back there.
It's a good one.
It's a great one.
So so, since you started SmartStart Systems, how's your
business evolved?
Speaker 2 (03:57):
Well, we have doubled 100X over the last two years
just diving in and helpingpeople where they need help.
And when you find your nicheand the people that love you
know you learn who you are.
It's just amazing how theuniverse brings the clients to
you because it's who you are andit's nothing different.
(04:19):
You're not trying to besomebody different, you're not
trying to do something that'snot natural.
It all just flows together.
The energy is just amazing.
Speaker 1 (04:26):
I love that.
So where are you getting yourbusiness from?
Are you getting referrals?
Is it online, Like?
Are you cold, cold email, coldcalling, Like what?
What areas do you focus in?
Speaker 2 (04:39):
I'm doing a little bit of cold stuff now because
I'm just trying.
I'm in that trying to scale andgrow, but probably 90% of my
business comes from referralsand mostly within the Achieve
Systems community.
Speaker 1 (04:51):
Okay, so with that, it sounds like that you're,
you're, you're big onrelationships, because that's
that's where a lot of this stuffis coming from.
Talk, to talk to the audienceabout how you, how you really
culture those relationships forme.
Speaker 2 (05:09):
I don't consider myself a people person, but I
love engaging in those that Ithat know me, that we have a
good relationship with.
So going to meetings, going tonetworking, going to conferences
is great, but it's that fourth,fifth, sixth time that they see
me and we have thoseconversations and get to know
each other.
They're like, oh wait, I reallycould use you, and it's
(05:32):
relationships are key.
I mean, come from the ministrybackground.
Everything is built onrelationships and we have to
know who people are in order toeven want to engage with them,
regardless of what kind ofindustry we're in.
If we don't, I mean there'ssome things we have to do.
You have to pay Excel for yourenergy, but when you're looking
(05:54):
to buy a certain type of productor coaching or something you
don't even realize you need,that would help you.
It's the relationship with theperson who's selling it that's
going to make a difference.
The guy who walks up to yourdoor to sell you solar isn't
going to be as great of a clientor referral partner as your
friends that you meet and youhave coffee with from time to
time.
Speaker 1 (06:09):
I love that.
I love that.
That's.
That's a hundred percent.
I would agree with that.
And it's those that circle, andhow, how you can continue to
build those relationships insidethat circle, that that really
grow, you know.
And then sorry, just coughing,I should have used my cough
button.
I suck at life today, anyways,but no, it's really about that
(06:34):
those relationships that fosterthat really can build it out.
So one thing that I can see islike when, when, um, there's ups
and downs in every business iscan you share a moment?
Can I share a moment withoutcoughing?
(06:55):
Can you share a moment whenthings didn't go as planned but
it turned out, um, even better,even down the road?
Speaker 2 (07:08):
I mean, I think that's where my life is.
I was a business person and Iworked for the state government
here in Colorado for nine yearsand I ended up leaving my job to
help my husband in his businessand my assumption was I was
helping him.
I was going to be a writer, Iwas going to write books and
enjoy my skill of creativity,but I was going to be a support.
I was going to write books andenjoy my skill of creativity,
but I was going to be a support.
I was.
I was always his back end.
(07:28):
I was always his administrativeassistant and I just needed to
do more so he could do moreRight and after university and
achieve university, achievesystems, and weeks on end and
months of growing theserelationships with these people,
and weeks on end and months ofgrowing these relationships with
these people.
It came very clear to everyonearound me and later for me
myself, that that wasn't my role.
(07:50):
I meant to be his assistant.
That's all I was trying to do,and now I'm the one who's
running a successful businessand he's back in ministry
because that's where he needs tobe.
Speaker 1 (08:02):
That's cool, that's super cool.
You know there's it's sointeresting how, like how
business progresses in differentways, right, and like it.
It seems like just the way thatyou you may not want it to go
in a certain way, for whateverreason, and it flows there
anyway, right?
So what are you most proudabout with this journey right
(08:23):
now that you're on?
So what are you most proud?
Speaker 2 (08:25):
about with this journey right now that you're on
?
That's a good question.
It's not something I thinkabout often, that's for sure.
I am grateful very much for theposition we're in, the ability
to grow and the people thatwe're able to help and being
able, I guess, to be proud ofwhere the company is.
This month I've actuallybrought my daughter on as my I'm
(08:50):
not going to say assistant,because that's not really the
right word I am empowering herto kind of take over parts of
this so that I can do more ofwhat I enjoy.
You're leveraging, yeah, andshe's a stay-at-home mom and so
being able to hire my childrenand give her an income that she
enjoys, but yet she can still beat home with her kids, I think
(09:11):
that's just an amazingopportunity for both of us.
Speaker 1 (09:14):
That's awesome.
That's awesome, is there?
You kind of talked brieflyabout this with your, with your
daughter, maybe a little bit,but has there been any
unexpected opportunities thathave helped your growth?
Because I mean, like I said,you just you're hiring your
daughter, you're bringing otherpeople in your business, but
maybe it's that one conversationthat you, you didn't really
(09:34):
expect to have.
Then, all of a sudden, you'relike, oh my gosh, look what
happened.
Speaker 2 (09:38):
Because of that, so I would say my relationship with
a partnered friend is her nameis Lila amazing lady, and we
learned from her when we firstmet her.
We fired her as a coach a whilelater and now we're partners.
We're offering packages topotential clients to work with
(10:00):
both of us, to use the skillsets together and leverage both
of us, and it's just been awonderful relationship of
collaboration that's just grownover the last couple of years.
Speaker 1 (10:10):
Isn't that funny, like you could have one one
conversation in a hallway withsomebody and then all of a
sudden it just fosters intosomething absolutely amazing
that you wouldn't have eventhought of during that
conversation.
Speaker 2 (10:24):
It does, and I think that's where our relationship
started as well, and I thinkit's think it's going to
flourish to something similar.
Speaker 1 (10:30):
Right, right, I agree , I agree.
And the thing is it really kindof shows, like you know, the
value of just being open to newopportunities, because you never
know where business can takeyou.
Speaker 2 (10:44):
You don't?
I mean I'll relate it back tothe ministry world, my husband's
back in the lead pastor role,because he was able to pause
enough in time to hear the stillsmall voice in his head and
hear the nudging of where heneeds to go.
So if we're too busy in lifedoing what we need to do, we're
not going to hear the universetalk to us about what else is
(11:04):
out there and thoseopportunities that collaboration
can bring.
Speaker 1 (11:10):
You know, and that's funny because it's like, if
you're so many people, ifthey're, if they're working and
just working to work, work, youknow whether they're working a
nine to five or they're workingin their own business, but
they're, they're so likeinundated.
You may not be present enoughto let those even conversations
happen.
(11:30):
I seen it so many times when,hey, I'm talking to somebody and
, oh, I got to take this phonecall and then they're out and
then they're gone.
But you know, you never know inanother life that could have
had a exponentially hugeopportunity.
Come, come to that person's way.
Speaker 2 (11:46):
I mean it's huge.
I mean there's so much that canhappen if we're, if we're so
focused on doing things one wayand this is the direction we're
focusing on, even bringing ourbusiness in this direction we're
not even open to what could beover here that could could just
blow it up a hundred bucks.
Speaker 1 (12:01):
Yeah, yeah and it, like I said just little little
things along the way, just beingpresent in those conversations
is.
It's amazing what can happen,because I've had those
conversations and then I'm likeholy cow, I'm, I'm standing in
front of somebody that makes$200 million a year and they're
they're having a conversationwith me about how we can, we can
build together.
That's pretty cool.
Speaker 2 (12:21):
So yeah, be open to what the world has.
I got an email today.
It says you want to be a partof this book compilation.
It's going to be this, this andthis and this.
I'm like I can't say no to havemy name next to that name.
I'm in.
Speaker 1 (12:34):
That that's super cool and best of luck with all
of that that you got going onthat super, super, really,
really cool stuff that you'reworking on there.
So so I know in your businessright now you you do a lot of
things that involve, you know,touches a lot of different
aspects of business.
So how do you stay ahead ofindustry trends right now,
because there's so many thingsthat are moving pieces in the in
(12:57):
, in what you?
Speaker 2 (12:57):
do.
Honestly, I don't have anythingthat's outrageously, say it's
just moving along with thosethat come near me.
Questions that ask clients thatsay, hey, can you do this?
All right, let's figure out howto do that.
People that want AI partneringwith people that do AI, because
that's not a world I'm going toget into.
(13:19):
It's more than I can handle.
I've got enough on my plate.
This is my niche, I'm not goingto go there.
But if it's something that,yeah, that we're doing that and
that's out there research it.
I'm bringing my daughter in forpart of that, because that
younger generation knows more,can learn better, and there's
something we're working on atthe church, her and I and my
husband, and it's like this isover my head.
(13:41):
We need to bring somebody elsein because I'm just not getting
it.
Speaker 1 (13:46):
I love that.
And the thing is you're kind ofstaying in your lane right,
Like if you have certain thingsthat are going on and the
opportunities that you you'regetting, but you're like, hey, I
may need, I may need help withthis, whether it's artificial
intelligence or opportunitieslike that.
You know it's like, oh, we havethese, we have these people
that can definitely help youwith that.
And then everybody wins becauseyou're you're helping, helping
(14:10):
that other company that theother company is going to send
you business.
It's like a big collaboration,it's awesome.
Speaker 2 (14:15):
Right, yeah, and that's.
We want to help each other, andthere's no reason that we can't
use the skill sets of eachother.
You use the word leverage.
Take advantage of the differentthings that we have in this
world so we can better eachother and help our clients even
better have in this world so wecan better each other and help
our clients even better?
Speaker 1 (14:38):
Absolutely so.
As we kind of look at the scopeof how society is kind of
changing in business right now,what unique challenges do you
feel that business owners facetoday?
Speaker 2 (14:45):
There's just a lot to get done.
I think we as business ownersin general are just overwhelmed
with the.
I mean, there's so much we cando and we just want to do it all
ourselves, and I think that's afault of ours as human beings.
We don't need to do it all.
We use the word leverage a lotin Achieve, and here today we
(15:07):
use the word leverage a lot inAchieve, and here today is we
need to leverage the tools, thesystems, the businesses, the
friends.
It's not that you're hiring outstaff or hiring staff on.
Speaker 1 (15:25):
Take advantage of being a part of a team that can
help you be more effective.
I couldn't agree more, becausewhat you're good at not you per
se, but the business owner isgood at is probably not the
stuff that they're.
They're being tied down onthose those little tasks.
Like I just as a as a personalreference I suck at paperwork
(15:46):
and I suck at admin and I'm like, no, I need, I need certain
people to do those roles thatare better than me, because I
I'm a like a overpaidpaperweight basically in the in
those regards, because like,nope, somebody else has to do
that stuff and get me in frontof the potential clients and
I'll make those deals happen ahundred percent.
Speaker 2 (16:09):
Yeah, I'm moving to the same way.
I'd rather make the deals andactually do the little work.
But there are some things Ienjoy doing.
Speaker 1 (16:15):
And the thing is, you know your value better than
anyone else.
Would you agree, Right?
Speaker 2 (16:20):
Yes, a hundred percent.
Nobody else is going to be ableto put that value on you.
Speaker 1 (16:22):
Yeah, and you can articulate that value better
than anyone else.
If you're, if you're running asmall business, as as the person
that's the face of the company,you can articulate that value.
Speaker 2 (16:32):
So you've been there the whole time.
Speaker 1 (16:40):
Exactly, Exactly, Somebody else.
It's not somebody else's baby.
You're raising this baby up andyou can leverage those other
pieces and get your time back,so a hundred percent agree with
that.
What?
What advice would you give tosomeone starting out on their
their entrepreneurial journey Ifthey're getting into business
for themselves right now?
Speaker 2 (16:57):
It's, it's overrated.
I always put it off and say,yeah, whatever, you need to know
who your client is.
Who is it that you're workingfor?
Um, your skillset and only wayyou can communicate to them is
to know exactly who they are.
If you can tell Susie how youcan help her Fix her problem,
(17:18):
joe and Tom and Cassie and allare going to understand it as
well.
But you need to be able tospeak to your audience,
otherwise you're speaking toobroad and nobody's going to hear
you.
Speaker 1 (17:29):
I always kind of feel like I create like two
different avatars per se.
So, like, give me like thetarget of who I want to work
with, like all right for, for amale demographic, it could be
that I'm looking for the 45 yearold uh that has has a wife and
(17:51):
three kids, that you know he's,he's now taking this business to
this level and maybe, like thefemale avatar is the, the super
mom that's trying to.
You know, like the, the 32 yearold super mom that's trying to
build something on her own.
You know that you know these,these different avatars like
(18:13):
that, if you get very finiteabout it, you actually what you
build on expands, right, whatyou focus on expands.
So it's like I'm going to focuson building those avatars out
and then I'm going to create aculture that's going to bring
those type of people towards,towards what we're looking for.
Speaker 2 (18:33):
Yeah, you, you, you can't speak to women in their
thirties because nobody's goingto hear you, because you're not.
You need to be able to saywords that connect with them
independently and indirectly, sothey hear you, otherwise it's
just noise right, right.
Speaker 1 (18:51):
And the other thing, too is like I mean, there is so
much I I can't remember theexact number, but there's like
hundreds and hundreds ofmillions of websites there's,
you know, like social media,like you just can't keep like
there's so much out there, it'sall it fades into white noise.
So how do you make yourselfstand out?
You have to get very finitewith your demographics on those
(19:13):
pieces, but then also be able tocater to whoever came into the
opportunities, cater to whoevercame into the opportunities.
So you know, it's it's kind oflike having, like this, this
opportunity for these very nichepeople, but at the same time
being able to service anyonethat comes along.
Speaker 2 (19:30):
Yeah, yeah, you can service everybody, but you need
to be able to speak to who, youwho, who do you enjoy working
with?
Cause?
I can work with lots of people,but I enjoy working with female
coaches.
They me, they understand, we canhave, we have a relationship,
we have a, we have a languageyeah, yeah you see me at
university and lots of peopleget what I do and can understand
(19:53):
and want to want to jump in.
The people I enjoy working withare those, uh, empty nest mom,
female coaches that want to growtheir business.
This avatar kind of speaks toit a little bit too.
Speaker 1 (20:05):
And the the, the thing, the way that I look at it
too, is like man, you give mesomeone that's a hard charger
and we will run through wallstogether, like, like.
It doesn't matter if it's male,female, I definitely feel.
For me it's probably somebodyin their 30s or 40s that I
(20:28):
usually see in thosedemographics.
They're trying to leave thatlegacy for their family.
I can resonate with them and,like I said, we'll run through
walls together to make it work.
So I love that you have youravatars, I love that you have
your demographic that you'reworking with and it and it sets
you apart and people want and itresonates with people.
That's that's fantastic.
(20:48):
So, as you're growing out,start smart systems.
What, what's next?
What?
What's on the horizon for theend of the year?
Speaker 2 (20:59):
I am writing another book, so I am going to focus on
um.
I wrote a book called dreamlife planner years ago and I
felt like it never actually fitwith what I do.
But I think this book is goingto tie it all together and help
somebody figure out who theirniche is, who they are as a
person, what their superpower isand how to design that out for
(21:21):
them in their life.
And I'm really excited I'm likesix chapters in, so it's really
kind of cool.
And then I'm just going to I'mtrying to grow StartSmart
Systems, so that I'm not doingit.
Speaker 1 (21:30):
I love it.
Speaker 2 (21:30):
So leveraging synergists, leveraging my
daughter and then pulling me out.
Speaker 1 (21:35):
Can't beat that.
That's awesome stuff.
Noelle Peterson, it's been anawesome pleasure to have you on
the Scaling Up Success podcast.
How can people get a hold ofyou if not if when they want
your business?
Speaker 2 (21:48):
Startsmartsystemscom is my website, or you can text
me at 253.
And then the word is to start.
So just text anything to thatnumber, or my email is noelle at
startsmartsystemscom.
Speaker 1 (22:01):
That is too easy.
Ladies and gentlemen, noellepeterson, start smart systems.
Thank you so much for being apart of the scaling up success
podcast.
We have thoroughly enjoyedhaving you on the program today.
And uh, best of luck witheverything happening in 2025.
And and and uh, best of luck inyour future endeavors and
everything moving forward thankyou, sir.
Speaker 2 (22:21):
Thanks for having me here.
Speaker 1 (22:22):
Absolutely.
Once again, ryan Van Ornum,scaling Up Success Podcast
powered by Synergist.
And have a wonderful day.
Everyone Take care.
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