May 9, 2024 • 31 mins
Get in touch with Amy: amy.martin@n2co.com | 918-407-5090
Owning a business is a challenge. Knowing how to keep innovating in your business is an even bigger one. Join restaurant owner, motivational speaker, and innovation expert Sara Frasca each week as she guides fellow business owners in taking the next step to level up their business. If you've ever pondered hiring a business coach but want a sample first, come along for the adventure!
Send us a message to join the show for free business guidance: https://pointnortheast.com/contact-us/
Sara Frasca is the founder and owner of Trasca & Co Eatery in Ponte Vedra Beach, Florida, an experienced and engaging motivational speaker, and the CEO of global business coaching firm Point NorthEast.
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Episode Transcript
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Unknown (00:00):
You're listening to level up your business, the
podcast where we talk tohardworking business owners and
leaders and help them solve realissues in real time. I'm your
host, Sarah Frasca restaurantowner, keynote speaker and
business coach. I've spent mycareer not only in corporate
(00:20):
America, but also as anentrepreneur, carrying on my
family's legacy through myrestaurant. Now a business coach
and consultant. I'm helpingother businesses to use creative
problem solving and innovativethinking to drive lasting
change. Stay tuned to hear someinspiring guidance that will
(00:40):
help you to level up yourbusiness quick time for. That's
great. Well, thank you again. Sowelcome, everyone to this week's
edition of level up yourbusiness. And I'm Sarah fresca,
from point northeast and alsofrom Treska. So Amy, and I know
each other because we live inthe same community. And I got to
(01:01):
know her through the restaurantthrough Treska. And thank you
again, Amy, for being a part ofour show today. I'm really
excited to chat with you. I'mequally as excited to get to
chat with you. Thank you so muchfor having me. Yes. Well, maybe
start out and just share withfolks what you do, and the
(01:22):
current kind of business thatyou have built. Sure. So
currently, I'm working as my ownmagazine owner. So I'm about to
publish a brand new magazinethat will be going out to the
sawgrass TPC community. It'sreally fun. It's a neighborhood
centric publication that isfocused all around the residents
(01:42):
that live inside that community.
So think about stories of theirkids or their pets or their
dogs, their families, theirhomes. And so that is a large
part of what I should say.
That's where all my time isgoing right now. Um, but yeah,
so I'm about to launch that. Andvery, very excited. May 15 is
our official first date. Andthere will be nine scenes in
(02:05):
everybody's mailbox in June. Sowe're very, very excited. But
yeah, that's, uh, that's whatI'm doing right now. Yeah,
that's great. What about how didyou come to find this business?
What did you do before this?
Okay, this is gonna be a littlebit of a long story, because all
right, good journey, a crazyjourney. So what you have to
(02:26):
kind of back up all the way tocollege, which embarrassingly
enough is more years furtheraway than I wish that it was.
But I'm all the way back up intocollege. I I've always loved
business. I've always been veryentrepreneurial, very dream
oriented. And one day I wassitting in college, I don't
(02:47):
know, I think it was like ajunior. And I realized there is
no good coffee on our school'scampus, all the coffee was
terrible. You know, it's likehalf coffee, half water. And I
don't know, it just wasn't anygood. We always had to go off
campus if we wanted to go find acute little coffee shop to do
work in. And so one day, I'msitting in my dorm, and I
(03:07):
realized I was like, I couldstart my own coffee thing on
campus, I could sell really goodcoffee. So that led me down a
crazy journey. And basically, Iended up I graduated. And right
after I graduated in May, a fewmonths later, I launched a
specialty cold brew coffee bike,which is about as crazy as it
(03:29):
sounds. But I launched thiscoffee tricycle that's that sold
only specialty coffee. And soreally my first two years of
running that it was like, Oh mygosh, was crazy. But I learned
so much in that time. But whatit taught me is that I really
loved being my own boss, I lovedgetting to build and develop a
team, I loved being able to havea dream and then having an
(03:52):
outlet to actualize it. And allof the things that I had just
learned in business school, itwas like, the perfect petri dish
for me to be able to take all ofthose different elements, put
them all together, and then seewhat came came out of it. Or
didn't come out of it, you know.
So it was it was just such acool time in life. And I what I
(04:14):
found is I was trying to developthis concept, and I found that
it worked. Like the studentsloved it, I was able to manage
it. And I was I was on my way tofigure out how to scale this
thing, and basically explodethem all over the US on
different college campuses. Andthen COVID hit.
So, you know, the sort ofunforeseeable was in my business
(04:34):
plan. The reason why I was sogenius was that for four years,
I had this captive audiencethat, you know, I had loyal
customers from freshman year tosenior year. And, you know, then
you multiply that times all thepotential colleges and
universities and there was justas great plan and then when
everybody backed off, you know,and went home and went virtual,
(04:57):
I lost 100% of my customer base.
SoIt was really a bummer, I had a
couple of really big contractsthat I was in the middle of
negotiating. And of course, youknow, adding a coffee back to
their campus was sort of thelast bit of their priorities
when all the students went away,and rightfully so.
But what that did in my sort ofbusiness journey as it caused me
(05:19):
to take a step back and reallyask myself the question like,
where am I professionally Am Igoing in a direction that I want
to go, you know, etc, etc. Sothat really launched me on to
this journey in the coffeeindustry, which is where all of
my passion has been in the pastI sustainability of the coffee
industry really is sort of thebread and butter of have an
(05:41):
honest and even today is such ahuge passion of mine.
So I'll spare you the rest ofthe like, really, so much
happened in the three yearsafter that, that it would, it's
hard to even compromise allthat. But basically, I was a
part of let's see,three other startups all having
to do with the coffee industryfrom like a coffee byproduct to
(06:02):
growing and scaling coffee bikesfor and coffee bars and coffee
shops on college campuses with adifferent business. So just a
bunch of different businessendeavors for startup company
sort of in this sweet spot oflike, just starting out to maybe
like, three, four years old.
(06:23):
And anyway, I just had all thisrandom coffee knowledge from my
two year journey of my bike. Soit allowed me to sort of get
into operations. And, you know,just gotta keep refining my
business skills as I as I wentalong. So I kind of kept getting
along, it was kind of like thisjourney, right? So like, I find
the startup that has a greatidea, I help them build and grow
(06:46):
and scale it, and then thebusiness would fail, because
they ran out of money, whileactually is probably 100% of the
reason why all of them failed.
And so then, you know, you backup to about a year ago, and I
really got to a place in mycareer where I was like, What do
I want to do? I don't know whatI want to do. You know, I love
(07:07):
the coffee industry. And I doyou know, and so I believe
sometime in the future, there'sthere's something there for me.
But for right now, I was like I,I just kind of was ready for
something else. And my sweethusband too, that has just
supported me through so many upsand downs and ideas. You know,
it's like, what if we got, youknow, like a real job? Like,
(07:27):
that's no fun.
So anyway, that brought me tothe season of life where I ended
up applying for oh, my gosh,when I tell you I sent in 200
job applications, I think that'sprobably conservative. I think I
probably sent over 200 jobapplications. And it was so hard
(07:47):
because I felt like I had allthese skills that were
transferable. Andyou know, I felt like I had
learned a lot in business. And Ihad a lot to offer. But it was
so hard for me to be able totransmit honestly what I had
done like six, seven yearsprofessionally, in an eight and
a half by 11. Resume.
(08:09):
And so I didn't get oneinterview, I did not get one
interview. And it was reallychallenging. And so finally it
was around Thanksgiving lastyear,
I saw a listing come up for thisposition for an area director,
which is what technically whatmy title is, but franchise owner
and I saw it and I told myhusband I was like, All right,
(08:31):
like, it's for a magazine. LikeI don't think that I want to do
that. But I'm just gonna go seewhat this is all about. And, and
honestly, I was like, I justneed practice interviewing. It's
been a while. And it's funny howthese things usually turn out.
But it turns out in that firstround of the interview, I
actually knew the lady that wasinterviewing me for I'm from
Oklahoma originally. And I knewher from like 15 years ago in
(08:55):
Oklahoma ad, she was a friend ofa friend. Wow.
Which is crazy. So it turns outthat this magazine that I was
very skeptical about has justbecome a really cool part of my
life. And my story now and partof my like decision making
process from a careerperspective was I was really I
(09:16):
was eager and itching to be myown boss again. And this company
is a franchise. So it has thesophistication like the
company's been around for 20years. So it was a
sophistication of a maturecompany, but and the safety of a
big company, but it has the sortof like risk factor, excitement,
(09:37):
you know, opportunity of astartup. So it was this perfect
marriage of what I was lookingfor.
And then from like theperspective of me actually
getting to work with a bunch ofbusinesses and be operational
and have you know, a checklistthat always has 50 things on it.
The things about being anentrepreneur that I just like
loved and missed allare available through me being
(10:00):
able to manage my own magazine.
And now I'm new to theJacksonville area, I've only
looked here a little bit over ayear.
And since I've started thisprocess in January, I've already
met with over now it's probablyover 130 businesses. So what's
happening as I'm getting to sortof, like web out and meet all of
(10:21):
these incredible entrepreneursin the area,
and just expand my professionalnetwork in an area, I'm really
new, new in. And so that's,that's kind of my journey of
what led me to running andmanaging my own magazine, it's
never something that I set outto do. But the more that I get
into it, the more evident it isthat it touches all these things
(10:44):
that I love and that I'mpassionate about. Yeah, I mean,
it's it's a, it's a beautifulthing of what you've done. It's
like mixing and matching. And Ifind that that's a lot of folks
journeys.
You know, and you're kind ofpulling in the components that
you love and expanding on, youknow, the pieces that you love,
like the neck, the networking,the connections, et cetera. It's
(11:06):
really neat. So the magazine iscalled stroll, and it's very,
very hyper local, is the term Iwould probably use because the
publication is going to be youknow, the footprint is small,
but theI would say the impact is pretty
great. Because, you know, it'sreally focusing on
(11:30):
the people, the businesses, thedifferent activities, et cetera.
And I think that's one of thethings that, frankly, I kind of
missed about, you know, frombeing from
a, not a small town, but like a,like a suburb town in Minnesota.
We had kind of our own cultureand character and things like
(11:51):
that. And then we moved toFlorida and kind of lost that
tightness. So I think what themagazine does is pretty cool.
Yeah,well, right, right, right. But
really great. And okay, so whatare your future aspirations? I
mean, what do you think if youdream big, like, what does this?
What does this become? Where doyou want to go in the future?
(12:14):
What are you hoping that you getto do? Oh, it's such a hard
question.
This is like, the problem withme is that sometimes I think too
far ahead. But also, sometimesyou have to protect the present.
Because if I'm only so focusedon where I want to be, then I
miss out on building qualitywith where I'm at today. And so
(12:39):
I think in some ways, I'veprotected myself from dreaming
too far past, you know, themagazine right now.
Honestly, my goal is just reallyto be all in all in with stroll
in the sawgrass community, Ireally want to get to know and
build meaningful relationshipswith the people and the area.
(13:00):
I want to build a sweetcommunity. I mean, there already
is a sweet community thatexists, I just want to
facilitate with the resourcesthat I have, I want to add fuel
to that fire. I want to findways to bring people together
and new and fun and creativeways.
And I don't know exactly whatthat looks like. But I know that
it sort of like step one isgetting the magazine launched.
(13:22):
My next step is I'll be planningsome social events throughout,
you know, the years that I runthe magazine and every single
year. And so my next step is tosort of strategize with the
businesses that are in themagazine to figure out how we
can create meaningful socialevents for them and for the
residents. So,you know, that's kind of where
my head is in the short termfuture. I think if I were to
(13:44):
say, in the next three years,um, you know, I really hope that
my publication is somethingthat's become a really sweet
part of the community, I hopethat I'll be able to look back
and say, Well, no, I've met with500 business owners and, you
know, 200 residents, and, and,you know, look at what's
(14:06):
blossomed because of the seedsthat we've planted inside of the
community. And I just have noidea how to quantify the impact
and where I hope that will be,except that I hope that it will
be large and I hope that peoplewhen they think of stroll and
when they think of strollingsawgrass that it will be a
publication that has broughtunity and also has been a true
(14:26):
reflection of the diversity ofstories that exist within the
community that may get what itis. So anyway, I don't know if I
don't know. A but yeah, that'sgreat. I mean, one of the things
that kind of comes to mind thatreminds me of something that I
have done in the similarcommunity. When I first I've
(14:47):
told this story before I don'tremember it on the podcast or
just in my social but when Ifirst started the restaurant in
the sawgrass village shoppingcenter, we had our
First health inspection and itwas perfect. It did tell you the
story. Oh, no. But healthinspection is like, oh, yeah,
(15:08):
no, it's super scary. And whenyou're a brand new, you know,
restaurant, you have to makesure it's perfect. Well, anyway,
we were perfect, except for onething. And we ended up getting a
warning, because someone hadtheir dog on our patio. And that
at the time was a health codeviolation. And so I mean, I was
furious, because you know, you,you go through all these
(15:31):
acrobatics and hoops of buildinga pristine, perfect, you know,
to help code. And then I felt,you know, it fell apart at the
end because somebody had theirdogs. So I ended up canvassing
the community, similar to whatyou're in the process of, and I
had all of the restaurants inthe area, sign a petition. And
(15:52):
then I took it to the citycommissioner, and I got the
policy changed, it turned out.
Yeah, that the St. Johns Countyarea had not passed an ordinance
which would allow dogs on thepatio at the discretion of the
owner. So it's become the sourceof pride for us, because we were
able all these years later toget the ordinance changed. They
went back and reverse thewarning. So record. Yeah, so
it's like a really good, I'mvery, very proud of what we've
(16:16):
done. But, you know, things leadto things, in my opinion. And so
when you're, you know, out therecanvassing and you're talking to
someone, they have a story theyhave needs, they have, you know,
something going on. And it'sit's a part of kind of this
building of the community whereyou're able to make connections
then of people from differentparts of the country. I mean,
(16:37):
just the fact that you met withsomeone from Oklahoma that had,
you know, I mean, there's just,it's a small world. And I think
a part of struggle, in myopinion is making it smaller,
more intimate and more closelyconnected for the people that
are inside of it, which again, Ithink was missing. So
yeah, sure, there. This is kindof random but cool. But somebody
(17:02):
was telling me that ThomasEdison's family or some of
Thomas Edison's relatives liveinside of TPC, sawgrass. Oh,
yeah. And their family, they'reall electricians. So they have
some Electrician Business, whichis crazy. But those are the
sorts of things to that you'relike, you just you never know
who your neighbor is, you neverknow, you know who the person is
(17:23):
all those 10 houses down and allof us just carry such a unique
story. And I love I love that Ihave an outlet to be able to
showcase and tell those stories.
Yeah, that's great. Um, youknow, I think that in the
working world, you know, as Iwork with corporations across
the country, and across theworld, people are isolated now
(17:46):
more than ever, and they'rehaving such a hard kind of the
mental health components, theimplications on just even
showing up as workers if it's avirtual completely virtual
setting, or they're not speakingor talking to any other humans,
it gets to be very, very again,isolating. And so, you know, I
find that the sawgrass area ispretty closely linked, and we
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happen to be kind of therestaurant is in the middle in
the hub. And so we get to knowquite a few of the folks quite a
few of the business owners andso I love that. Yeah, yeah. I've
had a handful of meetings withresidents, and about half of
them have all been at Traskwhich is great. I love it.
That's their go to Yeah, theywant a great lunch place. And
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you know, foxtail is great forcoffee, but we're like, want a
little bit of lunch, like, whereare we gonna go? Trust me. So I
love also that, you know, evenas I'm in the community that I
get to connect with you guys inthat way, too, is sweet. Like,
that's all of those localthings. They all add up and make
a difference for that. Yeah,that's great. Tell me I'm going
(18:56):
to switch gears for a minute.
Tell me, you know, how has yourexperience been as a female
leader, a female entrepreneur?
You know, I think we both haveprobably some stories on good
and bad, but tell me what whathas it been like for you in this
Northeast Florida area? As afemale? Oh, my gosh, that is a
(19:18):
great question.
That is a great question. SoI would say overall, I since as
it pertains to the magazine.
I haven't had I haven't had anynegative interactions or I
(19:39):
haven't had any.
I don't have anything negativeto say in terms of me being a
business owner as a woman. Ithink in terms of external I
think internally is probablybeen more difficult for me than
externally in this specificregion. And what I mean by that
is when I talked to some when Italked to some
(20:00):
men that are literally theirmagazine owners in the same
position, for example,like when it comes to
negotiating or discounting, likesome of some of their
negotiation tactics, or eventheir ability to be like a
little bit more, crass isn't theword that I want to say. But
(20:21):
that's sort of the word that Iwant to say, like, just more
straightforward and upfront,it's like that kind of comes,
like, easier or a little bitmore naturally.
As opposed for me, like I justsales has never really been a
part of anything that I've done,honestly, I've just kind of
(20:41):
stuck to operations, I've stuckto, you know, the HR component.
And obviously, sales is such anintegral part of a business. And
so, I would say the mostchallenging thing for me as a
woman right now, in a role thatis highly sales oriented, is, is
having the confidence and theability to, to know what I am
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worth, and what the product isworth, that I am, you know, that
I'm offering to people, and, andreally sticking to that. And
that is probably been the mostdifficult thing for me, because
I just like, I just want to,like help everyone and, you
know, I'm like, tend to avoidconflicts rather than to jump in
it. And so I just have to becareful to be really confident.
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And then the other thing I wouldsay is,
man, how do I wear this, like, apivotal thing, a pivotal thing,
for me, that's changed mymentality that has given me a
lot more confidence as, as awoman, that's owning my own
business, is honestly mymentality of that. So when I'm
(21:53):
approaching people, you know, Ifrom an advertiser perspective,
people are paying for an adinside of my magazine. And I can
come across as one of two ways Ican come across as a solicitor,
which is annoying, or I can comeacross as a real person that has
a real product, who owns theirown business that has value in
(22:13):
what they're adding. And if Icome across with a perspective
of like, Oh, please, like,Please buy an ad for me.
Honestly, I lose respect tomyself, and I and it honestly
takes away confidence. But if Iapproach it from a perspective
of this is my business that Iown, and I care about it. And in
from that fuels, my ability toconverse with people to have a
(22:36):
true and honest discussion, whenit gets to the end to talk about
closing and sales and pricing,the more confident I am, of
starting out a meeting, youknow, with the fact that I am
that I am an odor. And even ifthere's you know, somebody else
on the other end that theirbusiness is, you know, already
(22:57):
in its 10x growth stage, andthey've been around for 1520
years, regardless of whoeversitting on the other side of the
table will be I can look at themand say, Hey, owner to owner,
we're having a discussion herethat has been pivotal for me to
have competence. So I know it'sa little bit long winded. But I
think to kind of answer yourquestion. I honestly, I haven't
(23:17):
really faced anything externallyup here. Not to say that I've
never faced that in any of myother business endeavors. But up
here, nothing really external.
It's been much more internal forme in a sales role.
I think that's great. I mean, Ihappy to hear that, you know,
you haven't faced anything thathas been too offensive. And I
(23:39):
would say, you know, sometimesas women, we are our worst
enemy, on that kind of impostersyndrome, having the confidence
or, but I was gonna say, I thinkyou do a beautiful job of
bringing your vulnerability andjust being really open. And it
makes people want to work withyou. So whatever you're doing, I
think it's working to say, Yeah,I'm
(24:04):
so okay, let me ask you on thejust kind of platform that
you've chosen. I mean, theinteresting thing is, you know,
printed mail became fun at onepoint, because email was the
norm. I think print media hasbecome fun, because of course,
digital media has become thenorm. So a little bit about like
(24:27):
the print publication, and whydid you choose to go with a
print version? Yeah.
Yeah, that's a great question.
So the first thing and I talkedabout this with all my potential
clients and with, you know, thepeople that advertises me, but
the first thing that you kind ofhave to ask yourself as a
business is, who do you want toreach like, who is your ideal
(24:50):
customer base? And then once youcan delineate that then the next
question is, how do you reachthat customer base, and for
every single bitNotice that looks a little bit
different.
For example, if I'm a roofer,maybe I want to cover 25
different areas, you know,whereas if I am a doctor, I
(25:12):
might be more limited to like athree to five mile geographical
circle around where my offices,you know, it doesn't make sense
for me to advertise to somebodyin Daytona Beach. You know, if
I'm a pediatrician here inJacksonville. So as you start
going through all thosequestions, and you ask yourself,
Who is my ideal customer base?
How do I reach them? Then youhave to ask yourself the
question, what is the mosteffective medium for me to reach
(25:35):
them? And again, even that looksa little bit different. So in me
choosing print advertising, itis a real solution for a handful
of companies. It's not theanswer for everyone. And, and I
totally understand that it's oneof the things that that's the
reason why I meet with everybodybeforehand, because I don't want
(25:55):
to I don't want somebody to bean advertiser with me if it's
not a good fit.
But it is a real solution forsome companies. So for the
companies that said, sawgrassTPC is my ideal neighborhood,
those are my ideal customers.
That is my that is thegeographical region or a
geographical region that I wantto target. So then the next
question that I always askthrough and we work through
(26:19):
right is, okay, so that's yourideal customer base. Now, how do
you reach them? Well, what weknow is that a lot of these
gated communities are very hardto reach, you can't solicit in
them, you can't go put flyersup, you can't go stick a yard
sign, because the HOA will, youknow, find you and find you.
(26:41):
So the question is, if that isyour ideal customer base? How do
you really hone in and targetthem. So when you kind of start
looking through all of yourdifferent medium options, well,
you could take a digitalapproach, but chances are, it's
going to be more of like ageographical, it still isn't as
like fine tuned as the specificneighborhoods. So you know, you
(27:03):
could cast a one to three mileradius or a zip code. And it's
going to be able to hone in to agroup of people there. But you
still don't know if those peoplethat you actually want to see
your product or actually or yourad are actually seeing it. So
then you have to ask yourselfthe question. Okay, how do we
get even more niche? What if wedo that with like a TV
advertisement or with radio,while you still kind of come
(27:25):
over to the same question? Howdo we know that those people are
actually looking at my ad, sothen you get down to the print
advertising format. And when yousay magazine, when you say print
advertising, that also can mean25 different things, because you
and I know there are 25different types of magazines
from, you know, you have like ahome magnet mags money pages,
(27:47):
which is 100% ad sent out to400,000 homes, you have a
magazine that's sitting on theshelf of Barnes and Noble, you
have a magazine that's sittinginside of doctors offices. So
again, you know, you have to askyourself the question, is this
MAC Who is this magazine goingto? So the reason why I love
stroll, and why I think that itis extremely effective for some
(28:10):
businesses is because it is amagazine that goes specifically
to one target designated area, aspecific neighborhood. So it
checks the first box of beingable to effectively target. And
then the next thing is, ifpeople are throwing it away,
it's pointless.
(28:31):
Like they see it for half asecond, and then they pitch it.
But if people are engaging withit, then it is worth everything.
Because people are actuallyseeing your brand. And the thing
about stroll. The reason why Ichose this specific print
advertising format is becausepeople actually read it. Because
the stories, the content, thefront cover, it's all about the
residence. So if your kids areinside of the magazine, if your
(28:54):
family is on the front coverthat doesn't get thrown in the
trashcan, it gets framed, andyou know, put on Facebook and
handed out in the carpool line.
So the reason why I chose thisformat is because I think that
it is extremely effective. Andit is a it is a good solution
and answer to certain businessesthat are trying to hone in and
target a very specific market.
(29:16):
It that cuts through a lot ofdistraction of other advertising
in a really, really unique way.
That's great. Well, I thinkI am looking forward to your
launch. So congratulations onthat and I did it's right around
the corner. You are a wonderfulexample of a small business
owner looking to make a bigimpact and if there's anything
(29:40):
that me or point in release cando. You'll have to let me know I
know. You know the track ofbusiness will be you know,
closely linked, but reallyappreciate you coming on and
just talking about your journey.
I wish you the bestand a very, very long run of say
Seth, so, thanks for being onthe show with me. Thanks for
(30:03):
answering all of my questions.
And I shall look forward tohaving you on again. Hopefully
someday in the future. Yes, ofcourse. Well, thank you so much
for having me and I we didn'treally mention this, but I'll be
doing Oh, yeah, did the socialevents, I am very much so
looking forward to having somestroll traffic or social events
in the future. Yay. But yeah,thank you so much for having me.
(30:25):
It's such a pleasure getting totalk to you and share. So thank
you. Yes. And Amy, I know wejust put up the information if
anybody wants to contact youthat's here. So thank you again.
Yes, of course. Put it in theshow notes too so that they can
find it. All right, well, ifyou're out there and have a
small business and need help,point NE is always here and I
(30:46):
Sarah Frasca am here. So Amy,thank you. Thank you to our
listeners today and I hope youhave a great rest of the day.
Goodbye, everybody.
Thanks so much for tuning in tothis episode of level up your
business with me, Sara Frasca.
If you have a problem in yourbusiness that's keeping you up
(31:06):
at night. Please join us in afuture episode so we can help
get you unstuck. Just clickingthe link in the show notes and
send us a message. Pleaseremember, stay innovative
friends
You're listening to level up your business, the
podcast where we talk tohardworking business owners and
leaders and help them solve realissues in real time. I'm your
host, Sarah Frasca restaurantowner, keynote speaker and
business coach. I've spent mycareer not only in corporate
(00:20):
America, but also as anentrepreneur, carrying on my
family's legacy through myrestaurant. Now a business coach
and consultant. I'm helpingother businesses to use creative
problem solving and innovativethinking to drive lasting
change. Stay tuned to hear someinspiring guidance that will
(00:40):
help you to level up yourbusiness quick time for. That's
great. Well, thank you again. Sowelcome, everyone to this week's
edition of level up yourbusiness. And I'm Sarah fresca,
from point northeast and alsofrom Treska. So Amy, and I know
each other because we live inthe same community. And I got to
(01:01):
know her through the restaurantthrough Treska. And thank you
again, Amy, for being a part ofour show today. I'm really
excited to chat with you. I'mequally as excited to get to
chat with you. Thank you so muchfor having me. Yes. Well, maybe
start out and just share withfolks what you do, and the
(01:22):
current kind of business thatyou have built. Sure. So
currently, I'm working as my ownmagazine owner. So I'm about to
publish a brand new magazinethat will be going out to the
sawgrass TPC community. It'sreally fun. It's a neighborhood
centric publication that isfocused all around the residents
(01:42):
that live inside that community.
So think about stories of theirkids or their pets or their
dogs, their families, theirhomes. And so that is a large
part of what I should say.
That's where all my time isgoing right now. Um, but yeah,
so I'm about to launch that. Andvery, very excited. May 15 is
our official first date. Andthere will be nine scenes in
(02:05):
everybody's mailbox in June. Sowe're very, very excited. But
yeah, that's, uh, that's whatI'm doing right now. Yeah,
that's great. What about how didyou come to find this business?
What did you do before this?
Okay, this is gonna be a littlebit of a long story, because all
right, good journey, a crazyjourney. So what you have to
(02:26):
kind of back up all the way tocollege, which embarrassingly
enough is more years furtheraway than I wish that it was.
But I'm all the way back up intocollege. I I've always loved
business. I've always been veryentrepreneurial, very dream
oriented. And one day I wassitting in college, I don't
(02:47):
know, I think it was like ajunior. And I realized there is
no good coffee on our school'scampus, all the coffee was
terrible. You know, it's likehalf coffee, half water. And I
don't know, it just wasn't anygood. We always had to go off
campus if we wanted to go find acute little coffee shop to do
work in. And so one day, I'msitting in my dorm, and I
(03:07):
realized I was like, I couldstart my own coffee thing on
campus, I could sell really goodcoffee. So that led me down a
crazy journey. And basically, Iended up I graduated. And right
after I graduated in May, a fewmonths later, I launched a
specialty cold brew coffee bike,which is about as crazy as it
(03:29):
sounds. But I launched thiscoffee tricycle that's that sold
only specialty coffee. And soreally my first two years of
running that it was like, Oh mygosh, was crazy. But I learned
so much in that time. But whatit taught me is that I really
loved being my own boss, I lovedgetting to build and develop a
team, I loved being able to havea dream and then having an
(03:52):
outlet to actualize it. And allof the things that I had just
learned in business school, itwas like, the perfect petri dish
for me to be able to take all ofthose different elements, put
them all together, and then seewhat came came out of it. Or
didn't come out of it, you know.
So it was it was just such acool time in life. And I what I
(04:14):
found is I was trying to developthis concept, and I found that
it worked. Like the studentsloved it, I was able to manage
it. And I was I was on my way tofigure out how to scale this
thing, and basically explodethem all over the US on
different college campuses. Andthen COVID hit.
So, you know, the sort ofunforeseeable was in my business
(04:34):
plan. The reason why I was sogenius was that for four years,
I had this captive audiencethat, you know, I had loyal
customers from freshman year tosenior year. And, you know, then
you multiply that times all thepotential colleges and
universities and there was justas great plan and then when
everybody backed off, you know,and went home and went virtual,
(04:57):
I lost 100% of my customer base.
SoIt was really a bummer, I had a
couple of really big contractsthat I was in the middle of
negotiating. And of course, youknow, adding a coffee back to
their campus was sort of thelast bit of their priorities
when all the students went away,and rightfully so.
But what that did in my sort ofbusiness journey as it caused me
(05:19):
to take a step back and reallyask myself the question like,
where am I professionally Am Igoing in a direction that I want
to go, you know, etc, etc. Sothat really launched me on to
this journey in the coffeeindustry, which is where all of
my passion has been in the pastI sustainability of the coffee
industry really is sort of thebread and butter of have an
(05:41):
honest and even today is such ahuge passion of mine.
So I'll spare you the rest ofthe like, really, so much
happened in the three yearsafter that, that it would, it's
hard to even compromise allthat. But basically, I was a
part of let's see,three other startups all having
to do with the coffee industryfrom like a coffee byproduct to
(06:02):
growing and scaling coffee bikesfor and coffee bars and coffee
shops on college campuses with adifferent business. So just a
bunch of different businessendeavors for startup company
sort of in this sweet spot oflike, just starting out to maybe
like, three, four years old.
(06:23):
And anyway, I just had all thisrandom coffee knowledge from my
two year journey of my bike. Soit allowed me to sort of get
into operations. And, you know,just gotta keep refining my
business skills as I as I wentalong. So I kind of kept getting
along, it was kind of like thisjourney, right? So like, I find
the startup that has a greatidea, I help them build and grow
(06:46):
and scale it, and then thebusiness would fail, because
they ran out of money, whileactually is probably 100% of the
reason why all of them failed.
And so then, you know, you backup to about a year ago, and I
really got to a place in mycareer where I was like, What do
I want to do? I don't know whatI want to do. You know, I love
(07:07):
the coffee industry. And I doyou know, and so I believe
sometime in the future, there'sthere's something there for me.
But for right now, I was like I,I just kind of was ready for
something else. And my sweethusband too, that has just
supported me through so many upsand downs and ideas. You know,
it's like, what if we got, youknow, like a real job? Like,
(07:27):
that's no fun.
So anyway, that brought me tothe season of life where I ended
up applying for oh, my gosh,when I tell you I sent in 200
job applications, I think that'sprobably conservative. I think I
probably sent over 200 jobapplications. And it was so hard
(07:47):
because I felt like I had allthese skills that were
transferable. Andyou know, I felt like I had
learned a lot in business. And Ihad a lot to offer. But it was
so hard for me to be able totransmit honestly what I had
done like six, seven yearsprofessionally, in an eight and
a half by 11. Resume.
(08:09):
And so I didn't get oneinterview, I did not get one
interview. And it was reallychallenging. And so finally it
was around Thanksgiving lastyear,
I saw a listing come up for thisposition for an area director,
which is what technically whatmy title is, but franchise owner
and I saw it and I told myhusband I was like, All right,
(08:31):
like, it's for a magazine. LikeI don't think that I want to do
that. But I'm just gonna go seewhat this is all about. And, and
honestly, I was like, I justneed practice interviewing. It's
been a while. And it's funny howthese things usually turn out.
But it turns out in that firstround of the interview, I
actually knew the lady that wasinterviewing me for I'm from
Oklahoma originally. And I knewher from like 15 years ago in
(08:55):
Oklahoma ad, she was a friend ofa friend. Wow.
Which is crazy. So it turns outthat this magazine that I was
very skeptical about has justbecome a really cool part of my
life. And my story now and partof my like decision making
process from a careerperspective was I was really I
(09:16):
was eager and itching to be myown boss again. And this company
is a franchise. So it has thesophistication like the
company's been around for 20years. So it was a
sophistication of a maturecompany, but and the safety of a
big company, but it has the sortof like risk factor, excitement,
(09:37):
you know, opportunity of astartup. So it was this perfect
marriage of what I was lookingfor.
And then from like theperspective of me actually
getting to work with a bunch ofbusinesses and be operational
and have you know, a checklistthat always has 50 things on it.
The things about being anentrepreneur that I just like
loved and missed allare available through me being
(10:00):
able to manage my own magazine.
And now I'm new to theJacksonville area, I've only
looked here a little bit over ayear.
And since I've started thisprocess in January, I've already
met with over now it's probablyover 130 businesses. So what's
happening as I'm getting to sortof, like web out and meet all of
(10:21):
these incredible entrepreneursin the area,
and just expand my professionalnetwork in an area, I'm really
new, new in. And so that's,that's kind of my journey of
what led me to running andmanaging my own magazine, it's
never something that I set outto do. But the more that I get
into it, the more evident it isthat it touches all these things
(10:44):
that I love and that I'mpassionate about. Yeah, I mean,
it's it's a, it's a beautifulthing of what you've done. It's
like mixing and matching. And Ifind that that's a lot of folks
journeys.
You know, and you're kind ofpulling in the components that
you love and expanding on, youknow, the pieces that you love,
like the neck, the networking,the connections, et cetera. It's
(11:06):
really neat. So the magazine iscalled stroll, and it's very,
very hyper local, is the term Iwould probably use because the
publication is going to be youknow, the footprint is small,
but theI would say the impact is pretty
great. Because, you know, it'sreally focusing on
(11:30):
the people, the businesses, thedifferent activities, et cetera.
And I think that's one of thethings that, frankly, I kind of
missed about, you know, frombeing from
a, not a small town, but like a,like a suburb town in Minnesota.
We had kind of our own cultureand character and things like
(11:51):
that. And then we moved toFlorida and kind of lost that
tightness. So I think what themagazine does is pretty cool.
Yeah,well, right, right, right. But
really great. And okay, so whatare your future aspirations? I
mean, what do you think if youdream big, like, what does this?
What does this become? Where doyou want to go in the future?
(12:14):
What are you hoping that you getto do? Oh, it's such a hard
question.
This is like, the problem withme is that sometimes I think too
far ahead. But also, sometimesyou have to protect the present.
Because if I'm only so focusedon where I want to be, then I
miss out on building qualitywith where I'm at today. And so
(12:39):
I think in some ways, I'veprotected myself from dreaming
too far past, you know, themagazine right now.
Honestly, my goal is just reallyto be all in all in with stroll
in the sawgrass community, Ireally want to get to know and
build meaningful relationshipswith the people and the area.
(13:00):
I want to build a sweetcommunity. I mean, there already
is a sweet community thatexists, I just want to
facilitate with the resourcesthat I have, I want to add fuel
to that fire. I want to findways to bring people together
and new and fun and creativeways.
And I don't know exactly whatthat looks like. But I know that
it sort of like step one isgetting the magazine launched.
(13:22):
My next step is I'll be planningsome social events throughout,
you know, the years that I runthe magazine and every single
year. And so my next step is tosort of strategize with the
businesses that are in themagazine to figure out how we
can create meaningful socialevents for them and for the
residents. So,you know, that's kind of where
my head is in the short termfuture. I think if I were to
(13:44):
say, in the next three years,um, you know, I really hope that
my publication is somethingthat's become a really sweet
part of the community, I hopethat I'll be able to look back
and say, Well, no, I've met with500 business owners and, you
know, 200 residents, and, and,you know, look at what's
(14:06):
blossomed because of the seedsthat we've planted inside of the
community. And I just have noidea how to quantify the impact
and where I hope that will be,except that I hope that it will
be large and I hope that peoplewhen they think of stroll and
when they think of strollingsawgrass that it will be a
publication that has broughtunity and also has been a true
(14:26):
reflection of the diversity ofstories that exist within the
community that may get what itis. So anyway, I don't know if I
don't know. A but yeah, that'sgreat. I mean, one of the things
that kind of comes to mind thatreminds me of something that I
have done in the similarcommunity. When I first I've
(14:47):
told this story before I don'tremember it on the podcast or
just in my social but when Ifirst started the restaurant in
the sawgrass village shoppingcenter, we had our
First health inspection and itwas perfect. It did tell you the
story. Oh, no. But healthinspection is like, oh, yeah,
(15:08):
no, it's super scary. And whenyou're a brand new, you know,
restaurant, you have to makesure it's perfect. Well, anyway,
we were perfect, except for onething. And we ended up getting a
warning, because someone hadtheir dog on our patio. And that
at the time was a health codeviolation. And so I mean, I was
furious, because you know, you,you go through all these
(15:31):
acrobatics and hoops of buildinga pristine, perfect, you know,
to help code. And then I felt,you know, it fell apart at the
end because somebody had theirdogs. So I ended up canvassing
the community, similar to whatyou're in the process of, and I
had all of the restaurants inthe area, sign a petition. And
(15:52):
then I took it to the citycommissioner, and I got the
policy changed, it turned out.
Yeah, that the St. Johns Countyarea had not passed an ordinance
which would allow dogs on thepatio at the discretion of the
owner. So it's become the sourceof pride for us, because we were
able all these years later toget the ordinance changed. They
went back and reverse thewarning. So record. Yeah, so
it's like a really good, I'mvery, very proud of what we've
(16:16):
done. But, you know, things leadto things, in my opinion. And so
when you're, you know, out therecanvassing and you're talking to
someone, they have a story theyhave needs, they have, you know,
something going on. And it'sit's a part of kind of this
building of the community whereyou're able to make connections
then of people from differentparts of the country. I mean,
(16:37):
just the fact that you met withsomeone from Oklahoma that had,
you know, I mean, there's just,it's a small world. And I think
a part of struggle, in myopinion is making it smaller,
more intimate and more closelyconnected for the people that
are inside of it, which again, Ithink was missing. So
yeah, sure, there. This is kindof random but cool. But somebody
(17:02):
was telling me that ThomasEdison's family or some of
Thomas Edison's relatives liveinside of TPC, sawgrass. Oh,
yeah. And their family, they'reall electricians. So they have
some Electrician Business, whichis crazy. But those are the
sorts of things to that you'relike, you just you never know
who your neighbor is, you neverknow, you know who the person is
(17:23):
all those 10 houses down and allof us just carry such a unique
story. And I love I love that Ihave an outlet to be able to
showcase and tell those stories.
Yeah, that's great. Um, youknow, I think that in the
working world, you know, as Iwork with corporations across
the country, and across theworld, people are isolated now
(17:46):
more than ever, and they'rehaving such a hard kind of the
mental health components, theimplications on just even
showing up as workers if it's avirtual completely virtual
setting, or they're not speakingor talking to any other humans,
it gets to be very, very again,isolating. And so, you know, I
find that the sawgrass area ispretty closely linked, and we
(18:11):
happen to be kind of therestaurant is in the middle in
the hub. And so we get to knowquite a few of the folks quite a
few of the business owners andso I love that. Yeah, yeah. I've
had a handful of meetings withresidents, and about half of
them have all been at Traskwhich is great. I love it.
That's their go to Yeah, theywant a great lunch place. And
(18:34):
you know, foxtail is great forcoffee, but we're like, want a
little bit of lunch, like, whereare we gonna go? Trust me. So I
love also that, you know, evenas I'm in the community that I
get to connect with you guys inthat way, too, is sweet. Like,
that's all of those localthings. They all add up and make
a difference for that. Yeah,that's great. Tell me I'm going
(18:56):
to switch gears for a minute.
Tell me, you know, how has yourexperience been as a female
leader, a female entrepreneur?
You know, I think we both haveprobably some stories on good
and bad, but tell me what whathas it been like for you in this
Northeast Florida area? As afemale? Oh, my gosh, that is a
(19:18):
great question.
That is a great question. SoI would say overall, I since as
it pertains to the magazine.
I haven't had I haven't had anynegative interactions or I
(19:39):
haven't had any.
I don't have anything negativeto say in terms of me being a
business owner as a woman. Ithink in terms of external I
think internally is probablybeen more difficult for me than
externally in this specificregion. And what I mean by that
is when I talked to some when Italked to some
(20:00):
men that are literally theirmagazine owners in the same
position, for example,like when it comes to
negotiating or discounting, likesome of some of their
negotiation tactics, or eventheir ability to be like a
little bit more, crass isn't theword that I want to say. But
(20:21):
that's sort of the word that Iwant to say, like, just more
straightforward and upfront,it's like that kind of comes,
like, easier or a little bitmore naturally.
As opposed for me, like I justsales has never really been a
part of anything that I've done,honestly, I've just kind of
(20:41):
stuck to operations, I've stuckto, you know, the HR component.
And obviously, sales is such anintegral part of a business. And
so, I would say the mostchallenging thing for me as a
woman right now, in a role thatis highly sales oriented, is, is
having the confidence and theability to, to know what I am
(21:04):
worth, and what the product isworth, that I am, you know, that
I'm offering to people, and, andreally sticking to that. And
that is probably been the mostdifficult thing for me, because
I just like, I just want to,like help everyone and, you
know, I'm like, tend to avoidconflicts rather than to jump in
it. And so I just have to becareful to be really confident.
(21:30):
And then the other thing I wouldsay is,
man, how do I wear this, like, apivotal thing, a pivotal thing,
for me, that's changed mymentality that has given me a
lot more confidence as, as awoman, that's owning my own
business, is honestly mymentality of that. So when I'm
(21:53):
approaching people, you know, Ifrom an advertiser perspective,
people are paying for an adinside of my magazine. And I can
come across as one of two ways Ican come across as a solicitor,
which is annoying, or I can comeacross as a real person that has
a real product, who owns theirown business that has value in
(22:13):
what they're adding. And if Icome across with a perspective
of like, Oh, please, like,Please buy an ad for me.
Honestly, I lose respect tomyself, and I and it honestly
takes away confidence. But if Iapproach it from a perspective
of this is my business that Iown, and I care about it. And in
from that fuels, my ability toconverse with people to have a
(22:36):
true and honest discussion, whenit gets to the end to talk about
closing and sales and pricing,the more confident I am, of
starting out a meeting, youknow, with the fact that I am
that I am an odor. And even ifthere's you know, somebody else
on the other end that theirbusiness is, you know, already
(22:57):
in its 10x growth stage, andthey've been around for 1520
years, regardless of whoeversitting on the other side of the
table will be I can look at themand say, Hey, owner to owner,
we're having a discussion herethat has been pivotal for me to
have competence. So I know it'sa little bit long winded. But I
think to kind of answer yourquestion. I honestly, I haven't
(23:17):
really faced anything externallyup here. Not to say that I've
never faced that in any of myother business endeavors. But up
here, nothing really external.
It's been much more internal forme in a sales role.
I think that's great. I mean, Ihappy to hear that, you know,
you haven't faced anything thathas been too offensive. And I
(23:39):
would say, you know, sometimesas women, we are our worst
enemy, on that kind of impostersyndrome, having the confidence
or, but I was gonna say, I thinkyou do a beautiful job of
bringing your vulnerability andjust being really open. And it
makes people want to work withyou. So whatever you're doing, I
think it's working to say, Yeah,I'm
(24:04):
so okay, let me ask you on thejust kind of platform that
you've chosen. I mean, theinteresting thing is, you know,
printed mail became fun at onepoint, because email was the
norm. I think print media hasbecome fun, because of course,
digital media has become thenorm. So a little bit about like
(24:27):
the print publication, and whydid you choose to go with a
print version? Yeah.
Yeah, that's a great question.
So the first thing and I talkedabout this with all my potential
clients and with, you know, thepeople that advertises me, but
the first thing that you kind ofhave to ask yourself as a
business is, who do you want toreach like, who is your ideal
(24:50):
customer base? And then once youcan delineate that then the next
question is, how do you reachthat customer base, and for
every single bitNotice that looks a little bit
different.
For example, if I'm a roofer,maybe I want to cover 25
different areas, you know,whereas if I am a doctor, I
(25:12):
might be more limited to like athree to five mile geographical
circle around where my offices,you know, it doesn't make sense
for me to advertise to somebodyin Daytona Beach. You know, if
I'm a pediatrician here inJacksonville. So as you start
going through all thosequestions, and you ask yourself,
Who is my ideal customer base?
How do I reach them? Then youhave to ask yourself the
question, what is the mosteffective medium for me to reach
(25:35):
them? And again, even that looksa little bit different. So in me
choosing print advertising, itis a real solution for a handful
of companies. It's not theanswer for everyone. And, and I
totally understand that it's oneof the things that that's the
reason why I meet with everybodybeforehand, because I don't want
(25:55):
to I don't want somebody to bean advertiser with me if it's
not a good fit.
But it is a real solution forsome companies. So for the
companies that said, sawgrassTPC is my ideal neighborhood,
those are my ideal customers.
That is my that is thegeographical region or a
geographical region that I wantto target. So then the next
question that I always askthrough and we work through
(26:19):
right is, okay, so that's yourideal customer base. Now, how do
you reach them? Well, what weknow is that a lot of these
gated communities are very hardto reach, you can't solicit in
them, you can't go put flyersup, you can't go stick a yard
sign, because the HOA will, youknow, find you and find you.
(26:41):
So the question is, if that isyour ideal customer base? How do
you really hone in and targetthem. So when you kind of start
looking through all of yourdifferent medium options, well,
you could take a digitalapproach, but chances are, it's
going to be more of like ageographical, it still isn't as
like fine tuned as the specificneighborhoods. So you know, you
(27:03):
could cast a one to three mileradius or a zip code. And it's
going to be able to hone in to agroup of people there. But you
still don't know if those peoplethat you actually want to see
your product or actually or yourad are actually seeing it. So
then you have to ask yourselfthe question. Okay, how do we
get even more niche? What if wedo that with like a TV
advertisement or with radio,while you still kind of come
(27:25):
over to the same question? Howdo we know that those people are
actually looking at my ad, sothen you get down to the print
advertising format. And when yousay magazine, when you say print
advertising, that also can mean25 different things, because you
and I know there are 25different types of magazines
from, you know, you have like ahome magnet mags money pages,
(27:47):
which is 100% ad sent out to400,000 homes, you have a
magazine that's sitting on theshelf of Barnes and Noble, you
have a magazine that's sittinginside of doctors offices. So
again, you know, you have to askyourself the question, is this
MAC Who is this magazine goingto? So the reason why I love
stroll, and why I think that itis extremely effective for some
(28:10):
businesses is because it is amagazine that goes specifically
to one target designated area, aspecific neighborhood. So it
checks the first box of beingable to effectively target. And
then the next thing is, ifpeople are throwing it away,
it's pointless.
(28:31):
Like they see it for half asecond, and then they pitch it.
But if people are engaging withit, then it is worth everything.
Because people are actuallyseeing your brand. And the thing
about stroll. The reason why Ichose this specific print
advertising format is becausepeople actually read it. Because
the stories, the content, thefront cover, it's all about the
residence. So if your kids areinside of the magazine, if your
(28:54):
family is on the front coverthat doesn't get thrown in the
trashcan, it gets framed, andyou know, put on Facebook and
handed out in the carpool line.
So the reason why I chose thisformat is because I think that
it is extremely effective. Andit is a it is a good solution
and answer to certain businessesthat are trying to hone in and
target a very specific market.
(29:16):
It that cuts through a lot ofdistraction of other advertising
in a really, really unique way.
That's great. Well, I thinkI am looking forward to your
launch. So congratulations onthat and I did it's right around
the corner. You are a wonderfulexample of a small business
owner looking to make a bigimpact and if there's anything
(29:40):
that me or point in release cando. You'll have to let me know I
know. You know the track ofbusiness will be you know,
closely linked, but reallyappreciate you coming on and
just talking about your journey.
I wish you the bestand a very, very long run of say
Seth, so, thanks for being onthe show with me. Thanks for
(30:03):
answering all of my questions.
And I shall look forward tohaving you on again. Hopefully
someday in the future. Yes, ofcourse. Well, thank you so much
for having me and I we didn'treally mention this, but I'll be
doing Oh, yeah, did the socialevents, I am very much so
looking forward to having somestroll traffic or social events
in the future. Yay. But yeah,thank you so much for having me.
(30:25):
It's such a pleasure getting totalk to you and share. So thank
you. Yes. And Amy, I know wejust put up the information if
anybody wants to contact youthat's here. So thank you again.
Yes, of course. Put it in theshow notes too so that they can
find it. All right, well, ifyou're out there and have a
small business and need help,point NE is always here and I
(30:46):
Sarah Frasca am here. So Amy,thank you. Thank you to our
listeners today and I hope youhave a great rest of the day.
Goodbye, everybody.
Thanks so much for tuning in tothis episode of level up your
business with me, Sara Frasca.
If you have a problem in yourbusiness that's keeping you up
(31:06):
at night. Please join us in afuture episode so we can help
get you unstuck. Just clickingthe link in the show notes and
send us a message. Pleaseremember, stay innovative
friends
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