February 1, 2024 • 21 mins
Connect with Rocco here: https://www.linkedin.com/in/roccocatucci/
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. A little bit about
myself from where I came from,and what am I doing today.
I'm originally from upstate NewYork, my wife and I escaped to
Florida in 1996. We've been hereever since we've opened up
several businesses here, afterclosing six businesses down in
New York. And I went to work fora large payment processing
(01:02):
company, would we move downhere, or did that for the last
25 years and decided within thelast year and a half, it was
time to get on my own again, andstarted another company. So I
started a company called trulypayments. And we do payments,
payroll, we do ATMs, we do HR,we do all kinds of stuff for
small businesses. And one of thereasons that I got into that was
(01:24):
because being a small businessowner, I kind of knew what the
small business owners were goingto do on a daily basis. Some of
them didn't sleep at night, someof them had second and third
mortgages on their homes justkeep their businesses afloat,
they are worried about inventoryand overhead. They are worried
about employees. So I knew theheadaches. And I thought if I
(01:44):
could develop a business where Icould help them in some way,
whether it be and all the thingsthat I had mentioned everything
from payments to payroll, thatwould be a benefit to the
community. So I am doing thatnow full time. We have built a
sales team, we have about 55sales reps between Florida and
California right now. Andbuilding it steadily. We're
(02:06):
buildingrelationships and partnerships
with vendors and different POSsystems companies, probably a
lot of them that you've alreadyheard of, or maybe use yourself
and your business. So that'sgreat. So you're from upstate
New York, what area, it's pleasecall them to the art.
(02:27):
Syracuse, the Pennsylvania NewYork border. That's really neat.
Cool. Well, welcome to the show.
Thank you so much for joiningus. And you started off in
answering perfectly what myfirst question was going to be?
And that's just kind of wherehave you come from? What did you
kind of what was the impetus forgrowing and building your
business? So that's reallyhelpful. Explain a little bit I
(02:49):
know there are two names ofbusinesses that you represent.
There's integrity, which is thelogo you've got on the screen
there. And then truly, what isthe relationship? How does that
work? Well, truly payments isthe company that I own. And I'm
Vice President of integritypayments, there is a
relationship or partnershipthere so to speak. Maybe the
(03:10):
same as a restaurant would havea partnership with a vendor for
different things. I useintegrity, integrity uses me. So
we help each other out. We buildeach other's business. Got it?
No, that's great. Okay, well, Idon't know anything about the
payment processing and the worldthat you live in. So this is
(03:31):
going to be a fun podcast today.
Because one of my I'm gonna justuse the term superpowers.
Although I guess that is asubjective, you'll have to tell
me if it's a superpoweris that I really love to help
business owners and businessleaders to, you know, navigate
the future to innovate, tocreatively problem solve so that
(03:52):
they can serve in a differentway and continue growing, have
the success that they dream up.
So tell me, what are the typesof challenges that you are faced
with? What's keeping you up atnight, Rocco? You know, that's a
it's an interesting question.
Because coming from atraditional business, a lot of
things kept me up at night. It'sinteresting, because this
(04:14):
particular business doesn't keepme up at night, that much.
But my focus really, and theheadaches usually that come with
this business is the Salesforcethat I'm building as a 1099.
Salesforce. So these people runtheir own business. They're
independent agents, almost thesame as a insurance agency where
they represent various differentcompanies. The agents on my team
(04:38):
have their own companies, theyname it, whatever they'd like to
their 1099. And I supply themwith whatever they need to get
going in order to build theirbusinesses. So everything from
POS systems, hardware, softwareand such to training and
different motivational meetingsthat we might have during the
(04:58):
day or week.
So we do everything we can tohelp them build their own
independent businesses. So Ithink the biggest probably the
biggest challenge is for peoplecoming into this business as a
1099, who are traditionally in aW two format, where they're
getting a salary, and maybe acommission on top of that. So
probably that's the biggestchallenge in my line of work.
(05:20):
These folks are kind of an eatwhat you kill model, yes. But
it's their own business. Sothey're gonna rely basically on
their whatever they can produceon their own, whether it be
through referral partnerships,or belonging to different
networking groups, such as BNI,or Chambers of Commerce. So it's
actually them. We give them allthe tools. Okay, and that's very
(05:42):
interesting. is trulyI was gonna say, is it a
franchise? I mean, is there any?
Is it connected in that way? Oris it you started from scratch?
I started from scratch, and thenreally is actually from a town
(06:02):
and my family is from Italy,called Albert.
I honestly, I wondered becauseit is an Italian name. Okay,
keep going. I'm sorry. No, no,that's fine. So the town in
Italy is called AlbertoBattletoads, and Purulia, and
Adriatic. And the, thestructure, the homes are the
buildings, there are conicalshape. They're layered stones,
(06:23):
it got to a point. And they'recalled truly, if there's many of
them, they're called truly, ifthere's one, they're called
trullo. So that's where the namecame from. That's great. I love
it. I love it. Well, you know,with my fresca name, I'm also
Italian. So we have that incommon. That's really fun. Okay,
so let's get back to theSalesforce and keeping you up at
(06:44):
night. Is it the motivation thatthese folks need or what is the
what is the crux of thechallenge that they are trying
that you are trying to solve inorder to help spur them forward
to keep them focused on runningtheir own business rather than
jumping back to a traditionaljob, so to speak, where they're
(07:04):
getting a W two? So it's keepingthat focus on them? And
sometimes the challenge is,there are some people that just
don't have it in them to runtheir own companies. And you
know, we don't know that whenwe're bringing them on board, we
only go by what we see onresumes and interviews. So
that's a challenge. How do webring in the right people? They
(07:25):
can run a business as their own?
With help, and how do we keepthem?
It's great, very dog friendlypodcast. So sorry, for the
barking in the background.
So yeah, so I would say, youknow, one of my possible
solutions for you is to reallyhelp them distill their vision.
(07:50):
So coming up with theirindependent because, again,
they're not necessarily workingwith each other, but they are,
you know, working with you. Andso it's a little bit of what are
their goals? What are theirstrategies? Or what's their
vision, and then you can help tosupport them. So the more that
it can come from them and comefrom, you know, what they need
(08:13):
and want, whether it's monetary,whether it's balance related,
whether it isflexibility related, I mean,
again, these folks are outthere, kind of, you know,
building your business for you,how can they build their own
plan to succeed, and then nowyou're just supporting their
plan, you become kind of a coachor an agent or, you know, a
(08:35):
backbone for them, creatingsuccess in their own world.
Sure. Sounds good idea. Andthat's something that we do
incorporate. We do have weeklyteam calls, where each one of
the agents can lean on eachother with questions, answers,
success stories, whateverthey're doing in their
particular markets to make itwork. So yeah, we're running
(08:56):
that down. And that does seem tohelp. I'm a big believer, like
you said, and finding out whatyour goals and visions are.
I learned a long time ago thatif the dream is big enough, you
know, the facts don't count thefacts that I don't have
experience the facts that Idon't have this or I don't have
that all those facts go away ifif the dream to build a business
(09:19):
is big enough.
That's a really, really great,great kind of, you know, quote,
I, I believe the same I mean, ifwe can envision it, and we can
make a plan to get there we can.
So my business partner Michaelalways says, you will succeed
whether you say you can orwhether you say you can't, and
(09:42):
so you've got to have thatmindset. I really do believe
mindset is huge. Tell me, howare they tracking their success?
Do you have software? Do youhave metrics for them KPIs,
things like that, where they cansee how they are doing. We do
have a CRMOver, they can input any of the
businesses that they're actuallybringing on board for their
(10:03):
business. We can trackvolume from each one of those
businesses as far as and therevenue that each one of those
businesses creates. And then ofcourse, that revenue equates
back to what they would make upon their end, based on the
businesses that they signed. Soyeah, some sort of tracking in
place where they can actuallysee it, and they can see it
(10:25):
either go up or down. Yeah, andwhat about I mean, if they have
a stretch goal, can they see thedelta between what they would
make or what you know, and whatthat would be if they achieve
their stretch goal, because thatsometimes can be a very
compelling motivator, a carrotfor people to kind of give that
extra. That's it, it's a greatpoint, I think that, you know,
(10:45):
we're coming up with somethingnow some sort of an Excel
spreadsheet that one of my guysis putting together that shows,
if you do X, you're gonna getthis. based on averages, here's
what the outcome would be. So itkind of gives them an idea where
they can go, of course, notevery business that they bring
on board is the same. So they doanything, anywhere from, let's
(11:07):
say, liquor stores, to grocerystores, to small mom and pop
delis. So they're bringing inall kinds of business and all
kinds of businesses havedifferent quirks, so to speak.
And, yeah,so yeah, I can imagine. Yep,
that's great. That's great. TheThe other thing I was going to
(11:29):
say, as you build Truly, itmight be compelling to identify
the why. And so I describe thisto folks as the kickoff the
sheets feeling that they need toget started with their day. And
so it might be that youarticulate this, you know, the
small businesssolution, the American dream,
(11:54):
I'm just making this up, I don'tknow exactly what would be
compelling to your team or toyou. But I think, you know, even
from you describing a little bitof the Y that you mentioned
already, you know, it has a lotof power, and it has a lot of
meaning, and you want it to beemotional. And frankly, you
know, even though we're dealingwith money in any payment sort
(12:15):
of system, the why is more thanmonetary. It is, again, it's
that heartbeat of the business,it's the reason we kick off the
sheets, and we get going in themorning. And so if you can
really articulate that, and youfind people who want to drive
towards that, I think that canbe a very compelling kind of
motivation. I don't know ifyou've read any of Simon Sinek
(12:39):
books start with why is one thatI love?
And again, the simpler thebetter in plain English, how can
they impact the world? Right?
And it might be we are thedriving force behind small
businesses and their success. Imean, it's something that is,
(13:00):
you know, again, heartfelt it isencapsulating the reason why you
built this.
Great points, great points. And,you know, my reason for building
truly is totally different fromall of their reasons why they're
building their own particularcompanies to some of its pay off
a mortgage, some would send thekids to college, some it's just
(13:21):
to have vacation money, youknow, extra over and above. So
yeah, they all have. And that's,that's a great point to stay on
top of that.
Yeah, I think it's a reallyimportant one.
Anything else keeping you up atnight, I'm just trying to think
through, if I was in your shoes,what I would do with the
Salesforce, but I would saythose might be my best tips, as
(13:44):
you start as you. And I youknow, and I think those tips are
great. And I think that they'regood for any business, whether
they, they're 1099, or employeesin a business, you have to give
those employees or people areason to come in every day. And
a reason to treat customers welland a reason to give good
(14:04):
service and good support. Soyeah, they all have to have
their own individual reasonswhy. And that's that's a great
point, because it's somethingthat I haven't really focused on
lately, you know, buildingbusinesses, sometimes it takes a
second seat. So you got to bringthat back up to the forefront.
Yes, yes, I ironically, was justwith a group of about 50
(14:26):
business leaders in a certaincategory. It was a an industry
kind of convention last week.
And the funny thing is, youknow, most of them are men, not
all but you know, they just kindof hem and haw about the culture
component like, Oh, do we reallyhave to talk about culture? It's
all the fluffy stuff. And it'slike the mushy and honest to
goodness, they were resound,endingly anonymous, I mean,
(14:55):
what's the right word? Anyway,they were all aligned. They were
completely aligned thatculture is the number one thing
that they have figured out. Andit has led to the success of
their business, it hasexponentially increased the
success because people arehappy, they are motivated, they
are charging ahead, they'recoming up with ideas. They're
bringing energy and life andcreative problem solving. And
(15:19):
it's all because they havearticulated their vision, they
have begun to actually distillthis, why, and the people that
are a part of their organizationbuy into that they buy into the
vision, they buy into this kindof, you know, core mechanism of
why we do what we do in order todrive the business forward. And
(15:40):
so I would say coming from kindof, you know, the the powerful
message that these folks wereable to kind of give us
firsthand experience, I wouldsay, this is one of the most
important things for you to doas you go back to your business.
So make sure you're sitting inthat seat and gather some
feedback from the team, see whatthey think. And then articulate
(16:03):
it, hire and fire behind it.
motivate your team throughincentives that help to
underscore those principles.
It'll really be a compellingcomponent. Yeah. And that's one
of the things we're thinkingabout as well, this incentive.
We're putting together annualprograms now where we can take
(16:25):
top performers, and we all go ona cruise someplace or do
something special. That'slovely. That's lovely. Yeah.
Yeah. I mean, I would say, youknow, it's funny how little
people remember the money, andhow much they remember the
experience or the special thingthat you've done for them. So I
(16:46):
think you're on the right trackwith that as well. I think that
can be a really big motivatorfor folks. Pretty fun. That's
good. I appreciate you gettingme refocused on the visit and
the goals. That's awesome. Yeah.
Well, I mean, there's, there's anumber of good books out there,
I would say, one of myfavorites, actually.
Let's see, I've got the all thebooks behind me here, I would
(17:10):
start with the first one, whichis building a great business.
And it sounds by Ari Weinstein,who's an owner of a business up
in Ann Arbor, Michigan, andthere's a series of four books,
this has been one of my favoritebusiness books that I've ever
read. I think that his hisexplanation of the power of
distilling this vision and, youknow, it gives the team purpose.
(17:31):
And again, that's kind of thestarting point. Like, I don't
even think you can get off theground unless you have that. So
tell me about your Tell me aboutyour business. I mean, you have
you have other entities, I wouldimagine. How are you handling
those? I mean, what's happeningthere? What are your biggest
(17:52):
headaches? The years? Yeah.
Oh, goodness, well, we arefranchising. And so I would say
we're in the middle offranchising for the Treska
business, which you know, herein Ponte Vedra Beach. So that'll
be really fun. And I would say,you know, very, very hopeful
that we will franchise first inthis area, because the market,
(18:14):
you know, it, obviously would bevery convenient for San Marco,
St. Augustine to beach, I, youknow, I don't know where we'll
go next. But to have that, youknow, kind of opportunity to
make it bigger and bolder in theJacksonville market will be fun.
And then my consulting firm,which is point northeast, so you
(18:34):
know, that business, I wouldsay, you know, it's a delicate
balance, kind of sitting in theCEO seat of bringing on coaches,
and bringing on clients. And sowe just continually try to
navigate making sure we have theright people that are able to
coach our clients and that we'vebrought on enough coaching
clients so that our coaches arebusy and happy.
(18:58):
So that's my main project. Howdid you get started in business
in Ponte Vedra Beach?
How did that oh, well, yeah, Imean, I chose the Ponte Vedra
Beach location after I movedhere from Minnesota and just
knew that, you know, this was areally, really vibrant community
full of life, but that I didn'tthink that there was the type of
(19:23):
food the artists and qualityfood, but in an unpretentious
place. So I was really focusedon making sure that it was a
place where you could go on adate, you could have a work
lunch, but you could also bringyour toddlers and it would be
just as comfortable. So awesome.
And it's it's proved to be agreat spot for locals and for
people that are visiting thearea. So that has worked out
(19:44):
beautifully. Yeah, it is agreat.
Thank you, Rocco. Well, I reallyappreciate having you on today.
And I would say you know, don'thesitate to reach back out if
you have any other questions. Imean, I would say
You know, I'm here local, we'rein the same community. And I'm
always willing to help folks ifthey need questions
(20:07):
answered, and I think you'redoing a beautiful job, keep
focused on building thosepeople's teams in a way that is
motivating to them. And I thinkyou will not only reap the
rewards, you know, from a kindof a capitalist perspective, but
I think also from a humanperspective. That's great. Thank
you, Sarah. Appreciate it. Thankyou. I hope you have a wonderful
(20:28):
day. It's nice and sunny out. Sothanks for being a part of our
podcast. Yeah, very much. Allright. Yes. And Rocco. Thanks
again. Okay. Well, bye bye.
Thanks so much for tuning in tothis episode of level up your
business with me, Sarah Frasca.
If you have a problem in yourbusiness that's keeping you up
at night. Please join us in afuture episode so we can help
(20:50):
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. A little bit about
myself from where I came from,and what am I doing today.
I'm originally from upstate NewYork, my wife and I escaped to
Florida in 1996. We've been hereever since we've opened up
several businesses here, afterclosing six businesses down in
New York. And I went to work fora large payment processing
(01:02):
company, would we move downhere, or did that for the last
25 years and decided within thelast year and a half, it was
time to get on my own again, andstarted another company. So I
started a company called trulypayments. And we do payments,
payroll, we do ATMs, we do HR,we do all kinds of stuff for
small businesses. And one of thereasons that I got into that was
(01:24):
because being a small businessowner, I kind of knew what the
small business owners were goingto do on a daily basis. Some of
them didn't sleep at night, someof them had second and third
mortgages on their homes justkeep their businesses afloat,
they are worried about inventoryand overhead. They are worried
about employees. So I knew theheadaches. And I thought if I
(01:44):
could develop a business where Icould help them in some way,
whether it be and all the thingsthat I had mentioned everything
from payments to payroll, thatwould be a benefit to the
community. So I am doing thatnow full time. We have built a
sales team, we have about 55sales reps between Florida and
California right now. Andbuilding it steadily. We're
(02:06):
buildingrelationships and partnerships
with vendors and different POSsystems companies, probably a
lot of them that you've alreadyheard of, or maybe use yourself
and your business. So that'sgreat. So you're from upstate
New York, what area, it's pleasecall them to the art.
(02:27):
Syracuse, the Pennsylvania NewYork border. That's really neat.
Cool. Well, welcome to the show.
Thank you so much for joiningus. And you started off in
answering perfectly what myfirst question was going to be?
And that's just kind of wherehave you come from? What did you
kind of what was the impetus forgrowing and building your
business? So that's reallyhelpful. Explain a little bit I
(02:49):
know there are two names ofbusinesses that you represent.
There's integrity, which is thelogo you've got on the screen
there. And then truly, what isthe relationship? How does that
work? Well, truly payments isthe company that I own. And I'm
Vice President of integritypayments, there is a
relationship or partnershipthere so to speak. Maybe the
(03:10):
same as a restaurant would havea partnership with a vendor for
different things. I useintegrity, integrity uses me. So
we help each other out. We buildeach other's business. Got it?
No, that's great. Okay, well, Idon't know anything about the
payment processing and the worldthat you live in. So this is
(03:31):
going to be a fun podcast today.
Because one of my I'm gonna justuse the term superpowers.
Although I guess that is asubjective, you'll have to tell
me if it's a superpoweris that I really love to help
business owners and businessleaders to, you know, navigate
the future to innovate, tocreatively problem solve so that
(03:52):
they can serve in a differentway and continue growing, have
the success that they dream up.
So tell me, what are the typesof challenges that you are faced
with? What's keeping you up atnight, Rocco? You know, that's a
it's an interesting question.
Because coming from atraditional business, a lot of
things kept me up at night. It'sinteresting, because this
(04:14):
particular business doesn't keepme up at night, that much.
But my focus really, and theheadaches usually that come with
this business is the Salesforcethat I'm building as a 1099.
Salesforce. So these people runtheir own business. They're
independent agents, almost thesame as a insurance agency where
they represent various differentcompanies. The agents on my team
(04:38):
have their own companies, theyname it, whatever they'd like to
their 1099. And I supply themwith whatever they need to get
going in order to build theirbusinesses. So everything from
POS systems, hardware, softwareand such to training and
different motivational meetingsthat we might have during the
(04:58):
day or week.
So we do everything we can tohelp them build their own
independent businesses. So Ithink the biggest probably the
biggest challenge is for peoplecoming into this business as a
1099, who are traditionally in aW two format, where they're
getting a salary, and maybe acommission on top of that. So
probably that's the biggestchallenge in my line of work.
(05:20):
These folks are kind of an eatwhat you kill model, yes. But
it's their own business. Sothey're gonna rely basically on
their whatever they can produceon their own, whether it be
through referral partnerships,or belonging to different
networking groups, such as BNI,or Chambers of Commerce. So it's
actually them. We give them allthe tools. Okay, and that's very
(05:42):
interesting. is trulyI was gonna say, is it a
franchise? I mean, is there any?
Is it connected in that way? Oris it you started from scratch?
I started from scratch, and thenreally is actually from a town
(06:02):
and my family is from Italy,called Albert.
I honestly, I wondered becauseit is an Italian name. Okay,
keep going. I'm sorry. No, no,that's fine. So the town in
Italy is called AlbertoBattletoads, and Purulia, and
Adriatic. And the, thestructure, the homes are the
buildings, there are conicalshape. They're layered stones,
(06:23):
it got to a point. And they'recalled truly, if there's many of
them, they're called truly, ifthere's one, they're called
trullo. So that's where the namecame from. That's great. I love
it. I love it. Well, you know,with my fresca name, I'm also
Italian. So we have that incommon. That's really fun. Okay,
so let's get back to theSalesforce and keeping you up at
(06:44):
night. Is it the motivation thatthese folks need or what is the
what is the crux of thechallenge that they are trying
that you are trying to solve inorder to help spur them forward
to keep them focused on runningtheir own business rather than
jumping back to a traditionaljob, so to speak, where they're
(07:04):
getting a W two? So it's keepingthat focus on them? And
sometimes the challenge is,there are some people that just
don't have it in them to runtheir own companies. And you
know, we don't know that whenwe're bringing them on board, we
only go by what we see onresumes and interviews. So
that's a challenge. How do webring in the right people? They
(07:25):
can run a business as their own?
With help, and how do we keepthem?
It's great, very dog friendlypodcast. So sorry, for the
barking in the background.
So yeah, so I would say, youknow, one of my possible
solutions for you is to reallyhelp them distill their vision.
(07:50):
So coming up with theirindependent because, again,
they're not necessarily workingwith each other, but they are,
you know, working with you. Andso it's a little bit of what are
their goals? What are theirstrategies? Or what's their
vision, and then you can help tosupport them. So the more that
it can come from them and comefrom, you know, what they need
(08:13):
and want, whether it's monetary,whether it's balance related,
whether it isflexibility related, I mean,
again, these folks are outthere, kind of, you know,
building your business for you,how can they build their own
plan to succeed, and then nowyou're just supporting their
plan, you become kind of a coachor an agent or, you know, a
(08:35):
backbone for them, creatingsuccess in their own world.
Sure. Sounds good idea. Andthat's something that we do
incorporate. We do have weeklyteam calls, where each one of
the agents can lean on eachother with questions, answers,
success stories, whateverthey're doing in their
particular markets to make itwork. So yeah, we're running
(08:56):
that down. And that does seem tohelp. I'm a big believer, like
you said, and finding out whatyour goals and visions are.
I learned a long time ago thatif the dream is big enough, you
know, the facts don't count thefacts that I don't have
experience the facts that Idon't have this or I don't have
that all those facts go away ifif the dream to build a business
(09:19):
is big enough.
That's a really, really great,great kind of, you know, quote,
I, I believe the same I mean, ifwe can envision it, and we can
make a plan to get there we can.
So my business partner Michaelalways says, you will succeed
whether you say you can orwhether you say you can't, and
(09:42):
so you've got to have thatmindset. I really do believe
mindset is huge. Tell me, howare they tracking their success?
Do you have software? Do youhave metrics for them KPIs,
things like that, where they cansee how they are doing. We do
have a CRMOver, they can input any of the
businesses that they're actuallybringing on board for their
(10:03):
business. We can trackvolume from each one of those
businesses as far as and therevenue that each one of those
businesses creates. And then ofcourse, that revenue equates
back to what they would make upon their end, based on the
businesses that they signed. Soyeah, some sort of tracking in
place where they can actuallysee it, and they can see it
(10:25):
either go up or down. Yeah, andwhat about I mean, if they have
a stretch goal, can they see thedelta between what they would
make or what you know, and whatthat would be if they achieve
their stretch goal, because thatsometimes can be a very
compelling motivator, a carrotfor people to kind of give that
extra. That's it, it's a greatpoint, I think that, you know,
(10:45):
we're coming up with somethingnow some sort of an Excel
spreadsheet that one of my guysis putting together that shows,
if you do X, you're gonna getthis. based on averages, here's
what the outcome would be. So itkind of gives them an idea where
they can go, of course, notevery business that they bring
on board is the same. So they doanything, anywhere from, let's
(11:07):
say, liquor stores, to grocerystores, to small mom and pop
delis. So they're bringing inall kinds of business and all
kinds of businesses havedifferent quirks, so to speak.
And, yeah,so yeah, I can imagine. Yep,
that's great. That's great. TheThe other thing I was going to
(11:29):
say, as you build Truly, itmight be compelling to identify
the why. And so I describe thisto folks as the kickoff the
sheets feeling that they need toget started with their day. And
so it might be that youarticulate this, you know, the
small businesssolution, the American dream,
(11:54):
I'm just making this up, I don'tknow exactly what would be
compelling to your team or toyou. But I think, you know, even
from you describing a little bitof the Y that you mentioned
already, you know, it has a lotof power, and it has a lot of
meaning, and you want it to beemotional. And frankly, you
know, even though we're dealingwith money in any payment sort
(12:15):
of system, the why is more thanmonetary. It is, again, it's
that heartbeat of the business,it's the reason we kick off the
sheets, and we get going in themorning. And so if you can
really articulate that, and youfind people who want to drive
towards that, I think that canbe a very compelling kind of
motivation. I don't know ifyou've read any of Simon Sinek
(12:39):
books start with why is one thatI love?
And again, the simpler thebetter in plain English, how can
they impact the world? Right?
And it might be we are thedriving force behind small
businesses and their success. Imean, it's something that is,
(13:00):
you know, again, heartfelt it isencapsulating the reason why you
built this.
Great points, great points. And,you know, my reason for building
truly is totally different fromall of their reasons why they're
building their own particularcompanies to some of its pay off
a mortgage, some would send thekids to college, some it's just
(13:21):
to have vacation money, youknow, extra over and above. So
yeah, they all have. And that's,that's a great point to stay on
top of that.
Yeah, I think it's a reallyimportant one.
Anything else keeping you up atnight, I'm just trying to think
through, if I was in your shoes,what I would do with the
Salesforce, but I would saythose might be my best tips, as
(13:44):
you start as you. And I youknow, and I think those tips are
great. And I think that they'regood for any business, whether
they, they're 1099, or employeesin a business, you have to give
those employees or people areason to come in every day. And
a reason to treat customers welland a reason to give good
(14:04):
service and good support. Soyeah, they all have to have
their own individual reasonswhy. And that's that's a great
point, because it's somethingthat I haven't really focused on
lately, you know, buildingbusinesses, sometimes it takes a
second seat. So you got to bringthat back up to the forefront.
Yes, yes, I ironically, was justwith a group of about 50
(14:26):
business leaders in a certaincategory. It was a an industry
kind of convention last week.
And the funny thing is, youknow, most of them are men, not
all but you know, they just kindof hem and haw about the culture
component like, Oh, do we reallyhave to talk about culture? It's
all the fluffy stuff. And it'slike the mushy and honest to
goodness, they were resound,endingly anonymous, I mean,
(14:55):
what's the right word? Anyway,they were all aligned. They were
completely aligned thatculture is the number one thing
that they have figured out. Andit has led to the success of
their business, it hasexponentially increased the
success because people arehappy, they are motivated, they
are charging ahead, they'recoming up with ideas. They're
bringing energy and life andcreative problem solving. And
(15:19):
it's all because they havearticulated their vision, they
have begun to actually distillthis, why, and the people that
are a part of their organizationbuy into that they buy into the
vision, they buy into this kindof, you know, core mechanism of
why we do what we do in order todrive the business forward. And
(15:40):
so I would say coming from kindof, you know, the the powerful
message that these folks wereable to kind of give us
firsthand experience, I wouldsay, this is one of the most
important things for you to doas you go back to your business.
So make sure you're sitting inthat seat and gather some
feedback from the team, see whatthey think. And then articulate
(16:03):
it, hire and fire behind it.
motivate your team throughincentives that help to
underscore those principles.
It'll really be a compellingcomponent. Yeah. And that's one
of the things we're thinkingabout as well, this incentive.
We're putting together annualprograms now where we can take
(16:25):
top performers, and we all go ona cruise someplace or do
something special. That'slovely. That's lovely. Yeah.
Yeah. I mean, I would say, youknow, it's funny how little
people remember the money, andhow much they remember the
experience or the special thingthat you've done for them. So I
(16:46):
think you're on the right trackwith that as well. I think that
can be a really big motivatorfor folks. Pretty fun. That's
good. I appreciate you gettingme refocused on the visit and
the goals. That's awesome. Yeah.
Well, I mean, there's, there's anumber of good books out there,
I would say, one of myfavorites, actually.
Let's see, I've got the all thebooks behind me here, I would
(17:10):
start with the first one, whichis building a great business.
And it sounds by Ari Weinstein,who's an owner of a business up
in Ann Arbor, Michigan, andthere's a series of four books,
this has been one of my favoritebusiness books that I've ever
read. I think that his hisexplanation of the power of
distilling this vision and, youknow, it gives the team purpose.
(17:31):
And again, that's kind of thestarting point. Like, I don't
even think you can get off theground unless you have that. So
tell me about your Tell me aboutyour business. I mean, you have
you have other entities, I wouldimagine. How are you handling
those? I mean, what's happeningthere? What are your biggest
(17:52):
headaches? The years? Yeah.
Oh, goodness, well, we arefranchising. And so I would say
we're in the middle offranchising for the Treska
business, which you know, herein Ponte Vedra Beach. So that'll
be really fun. And I would say,you know, very, very hopeful
that we will franchise first inthis area, because the market,
(18:14):
you know, it, obviously would bevery convenient for San Marco,
St. Augustine to beach, I, youknow, I don't know where we'll
go next. But to have that, youknow, kind of opportunity to
make it bigger and bolder in theJacksonville market will be fun.
And then my consulting firm,which is point northeast, so you
(18:34):
know, that business, I wouldsay, you know, it's a delicate
balance, kind of sitting in theCEO seat of bringing on coaches,
and bringing on clients. And sowe just continually try to
navigate making sure we have theright people that are able to
coach our clients and that we'vebrought on enough coaching
clients so that our coaches arebusy and happy.
(18:58):
So that's my main project. Howdid you get started in business
in Ponte Vedra Beach?
How did that oh, well, yeah, Imean, I chose the Ponte Vedra
Beach location after I movedhere from Minnesota and just
knew that, you know, this was areally, really vibrant community
full of life, but that I didn'tthink that there was the type of
(19:23):
food the artists and qualityfood, but in an unpretentious
place. So I was really focusedon making sure that it was a
place where you could go on adate, you could have a work
lunch, but you could also bringyour toddlers and it would be
just as comfortable. So awesome.
And it's it's proved to be agreat spot for locals and for
people that are visiting thearea. So that has worked out
(19:44):
beautifully. Yeah, it is agreat.
Thank you, Rocco. Well, I reallyappreciate having you on today.
And I would say you know, don'thesitate to reach back out if
you have any other questions. Imean, I would say
You know, I'm here local, we'rein the same community. And I'm
always willing to help folks ifthey need questions
(20:07):
answered, and I think you'redoing a beautiful job, keep
focused on building thosepeople's teams in a way that is
motivating to them. And I thinkyou will not only reap the
rewards, you know, from a kindof a capitalist perspective, but
I think also from a humanperspective. That's great. Thank
you, Sarah. Appreciate it. Thankyou. I hope you have a wonderful
(20:28):
day. It's nice and sunny out. Sothanks for being a part of our
podcast. Yeah, very much. Allright. Yes. And Rocco. Thanks
again. Okay. Well, bye bye.
Thanks so much for tuning in tothis episode of level up your
business with me, Sarah Frasca.
If you have a problem in yourbusiness that's keeping you up
at night. Please join us in afuture episode so we can help
(20:50):
get you unstuck. Just clickingthe link in the show notes and
send us a message. Pleaseremember, stay innovative
friends.
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