JUNE 27 – ENTREPRENEURIAL IMPROV – PERSONAL EXPERIENCE IN eCOMMERCE AND BUSINESS OPERATIONS & THE LESSONS LEARNED FROM FAILURE AND SUCCESS

In this informal session, you’ll meet three entrepreneurs who have started, grown, and successfully sold several businesses over a number of years, and who now work with clients to share the lessons they learned along the way.

Through examples and lessons learned, the Venture 7 Advisors will offer down-to-earth takeaways about the exciting and terrifying startup adventure, building business value, how to create the right team, branding and marketing, how to prepare to raise capital, how to find the right buyer for your business, and more.

INTRODUCTIONS: VENTURE 7 ADVISORS

• We’re getting the band back together.
• Help business owners build value.
• Management consulting for mid-size companies.
• Help business owners harvest value.

OUR JOURNEY: ONE EXAMPLE

• Very few believed we’d succeed. You have to believe in yourself and/ your partners.
• Toxic dentist’s office. One desk. Four chairs.
• Most exciting / terrifying activity you may ever engage in.
• When the right opportunity surfaces, make it happen. (“When you come to a fork in the road, take it.” – Yogi Berra)
• Small initial investment is OK if you’re prepared to bootstrap, BUT
• How to prepare to raise capital when you need it.

YOUR TEAM

• The most important decision you’ll make: Choosing your partner(s)..
  • Complementary skill sets, different worldviews, common mission.
• Seek out others who are smarter than you.
• Hire people, not résumés. Take chances on the right people. Trust your instincts.

GROWING YOUR BUSINESS

• Cool ideas are easy. Execution is hard.
  • Profits are good, but cash is king.
• Implement financial management systems early. Stay on track.
• Spirit: at 8+ hours a day, how you treat people and the tone you set are company assets.
  • In the beginning: employees paid first, owners last. Later: share the wealth.
  • Divide and conquer. No one person can do everything necessary to succeed in business.
• Don’t neglect tangential business opportunities that relate to your core competency. But learn to say no.
• Be prepared for life-long learning.

MARKETING

• Think carefully about the business you’re in. (EDI consulting vs. business integration.)
• Branding matters.
  • Invest time and resources in brand identity early.
  • Excellence in design has real dollar value.
• Alamo marketing.
• Spend time with your customers and listen: service center, help desk, etc.
• It’s about business process, not technology.

THE EXIT

• Be realistic about what your business is worth.
• Manage your company like you plan to sell it, even if you’re not planning to sell it.
• The disruption of the M&A industry by internet.

CHANGE IS INEVITABLE. AND RAPID. BE READY TO GET DISRUPTED.

eCommerce

• eCommerce pre-Internet and post-internet.
• Paper to EDI – technology was easy. Business impact was harder….and more profitable.
• Riding boom and bust cycles.
• B2B focus transitioned to B2C.
• Choosing an eCommerce provider is the easy part
• Managing new business processes is hard
  • 24×7 Timing / Order confirmations
    • Option overview
  • Distribution / Logistics
    • Shipping
    • Return processing
  • Volume considerations
  • Customer expectations
  • Customer Service

VENTURE 7 ADVISOR TEAM

We are a team of successful entrepreneurs and C-level executives with complementary skills and wide-ranging industry experience. Together and as individuals, the principals have founded, built, sold and led companies in the industrial automation, consumer goods, information technology, marketing, design and construction industries.

Bryan Ducharme

Bryan is a business consultant, entrepreneur, strategist and implementer.  His entire career has involved managing mission-critical projects for Fortune 500 companies, launching new companies and merging business operations post acquisition. Clients have ranged from individual inventors and technology startups to household name companies like GE, Whirlpool, Stanley Tools and Hoffmann-LaRoche.

With leadership experience in marketing, finance, sales, operations and information technology, in a range of industries from industrial automation and renewable energy to construction, Bryan is able to see the big picture and develop practical plans for achieving measureable results. He is a troubleshooter, a manager and a mentor.

Larry Chernicoff

Larry has had a varied career in business and design. Early in his career he owned an ad/design agency, and went on to lead companies in IT, management consulting, marketing communications, design, and consumer goods. He was CEO of an eCommerce startup which grew at an annual rate of over 100% and was sold after 5 years. Larry subsequently served as Group Vice President for the publicly-traded acquiring firm.

As a management consultant, he has spent time in boardrooms and conferences rooms, on shop floors and distribution centers. He quickly grasps the key issues of a client’s industry and applies sharp thinking to create effective business and messaging solutions. He comfortable both leading and following, working with executive level clients, hiring staff and building teams. He is skilled at sharpening clients’ core messages, product and service positioning, brand identity, and communications design.

Tony Silvanic

Tony is a problem solver. As a business owner, business strategist and consulting practice leader, he has managed multi-million dollar multi-organizational projects in complex environments with aggressive timelines, for a premium clientele including Staples, HP, GE and many others.

Throughout his wide-ranging career, Tony has maintained a steadfast commitment to a business-focused approach that keeps operational activities in line with strategic goals. He incorporates a variety of quality management, project management and system development best practices in each engagement based on his experience in the retail, computer manufacturing, process manufacturing, pharmaceutical, and automotive industries.

From startups to established businesses, a hands-on workshop and seminar of how brands should be created, what tools and processes are used to create a sustainable brand and how you can evaluate the effectiveness of your own company’s brand position. Using real-world examples and drawing on the collective expertise of two industry experts, you will learn how to create a unique brand framework, apply your own company’s position in the market to developing a unique brand, understand how to work with marketing and advertising agencies and how to effectively apply brand assets inside your company. Split over two sessions, the seminars will feature interactive lectures and hands-on working time so that you leave the course understanding brand theory as well as practical application.

SESSION ONE: BASICS OF BUILDING A BRAND

2.5 hours

From concept to finished product, an overview of the steps necessary to create a unique brand framework and how to weave it into the vision and mission of your company. Real-world examples from large and small businesses will be shown to demonstrate key points and you will have the ability to work on your own brand to refine and optimize your brand materials. You are encouraged to bring your company brand documents, vision statements, mission statements and any other brand collateral to the session.

Areas covered in this session are as follows:

1. Understanding the difference between a brand, a brand strategy and a brand framework…and why you should care
2. Learning how branding is not marketing but marketing can’t be done without branding
3. The key elements that every company needs in a brand strategy
4. How to start developing a brand strategy or how to identify the holes in an existing one
5. Applying a basic brand framework (vision, mission, brand attributes and brand promise) to improve your brand health

SESSION TWO: GETTING YOUR BRAND TO WORK FOR YOU

2.5 hours

Using the takeaways and work from Session One, this seminar is designed to help companies refine their brand strategy and use a brand framework that aligns a company vision all the way to a tagline and logo. The conversation will focus on refining your brand framework as well as using local and international examples to demonstrate how a good strategy can weather impacts like market dynamics, changes in competition and new target customers. Learn to evaluate visual elements (logo, website, brand colors) in an objective way, learn how to avoid pitfalls of social marketing, see how your consumer touch points impact your target market and discuss how effective user experience can drive sales. Concepts of growing a brand will be discussed as well as advice on how to engage with marketing and brand agencies.

Areas covered in this session are as follows:

1. Dedicated workshop time to put pen to paper and get help refine your brand framework, target audience and positioning
2. Guidance and insider knowledge of how to work with a brand and marketing agency – understanding the work, the fees and the approach
3. Reducing subjectivity when reviewing visual elements to align business objectives with artwork
4. How to evaluate a targeted marketing strategy versus a spray and pray approach
5. Understanding how real companies have used a solid framework to survive in a changing market and how others have failed

ABOUT THE PRESENTERS

Jaime Butler-Binley, a dynamic leader with an innovative and creative edge. A 20+ year veteran who is marked by business acumen, brand and marketing expertise, mixing strategic insight and brand stewardship with entrepreneurial savvy. In 2015 Jaime launched her third agency, Brand 21—a strategically focused and formed brand and marketing consultancy dedicated to building result-driven brand experiences for clients.

Previous experiences include:

• Founder/Creative Lead of Fingerpaint Marketing
• Proven brand planning and stewardship, product launch, advertising and marketing experience across global, national and local markets.
• Possesses an extensive track record in developing sought-after brand and integrating marketing campaigns across all communication channels for both B2C and B2B markets: fashion, finance, health & wellness, life science, luxury products/lifestyle, technology and travel & leisure.
• Launched Ann Taylor’s first Ecommerce website
• Developed and led campaigns for some of today’s most recognizable brands that include Abbott Laboratories, American Express, Ann Taylor, BMW, Canon, GSK, L’Oréal & Lancôme, Pfizer, Seagrams, Starwood Hotels & Resorts

Butler-Binley holds a degree in Advertising & Communication Design from Syracuse University and attended Burke Mountain Academy as a nationally, competitive alpine ski racer. She lives in Bolton Landing with her husband, who proposed to her in the end zone of Lambeau Field, home of the Green Bay Packers and remains a die-hard fan.

Scott Erickson, a 20 year veteran of technology marketing, was most recently a partner at Microsoft serving as General Manager of Marketing for Microsoft HoloLens – the world’s first holographic computer. Previous experiences include global Nokia TV advertising, rebranding the Bing search experience, hardware incubation projects and leading Xbox design where Erickson was responsible for the design and user experience strategy for Xbox and Kinect.

Erickson currently owns manufaktur, a boutique marketing consultancy in New York and Seattle. His focus is on brand strategy, go-to-market planning, professional storytelling and new product launches. He’s worked with large and small companies – from Fortune 50s to neighborhood bakeries – to help steer brands and drive sales. Erickson’s approach revolves around using time-tested principles infused with customer-centricity to meet the goals of each brand.

Erickson holds a degree in international business from the University of Puget Sound along with post-graduate studies in marketing and hospitality from Northwestern University and Cornell University. Outside of daily work, his passions include international travel, midcentury modern homes, modern art, artistic philanthropy and volunteer marketing projects.

From startups to established businesses, a hands-on workshop and seminar of how brands should be created, what tools and processes are used to create a sustainable brand and how you can evaluate the effectiveness of your own company’s brand position. Using real-world examples and drawing on the collective expertise of two industry experts, you will learn how to create a unique brand framework, apply your own company’s position in the market to developing a unique brand, understand how to work with marketing and advertising agencies and how to effectively apply brand assets inside your company. Split over two sessions, the seminars will feature interactive lectures and hands-on working time so that you leave the course understanding brand theory as well as practical application.

SESSION ONE: BASICS OF BUILDING A BRAND

2.5 hours

From concept to finished product, an overview of the steps necessary to create a unique brand framework and how to weave it into the vision and mission of your company. Real-world examples from large and small businesses will be shown to demonstrate key points and you will have the ability to work on your own brand to refine and optimize your brand materials. You are encouraged to bring your company brand documents, vision statements, mission statements and any other brand collateral to the session.

Areas covered in this session are as follows:

1. Understanding the difference between a brand, a brand strategy and a brand framework…and why you should care
2. Learning how branding is not marketing but marketing can’t be done without branding
3. The key elements that every company needs in a brand strategy
4. How to start developing a brand strategy or how to identify the holes in an existing one
5. Applying a basic brand framework (vision, mission, brand attributes and brand promise) to improve your brand health

SESSION TWO: GETTING YOUR BRAND TO WORK FOR YOU

2.5 hours

Using the takeaways and work from Session One, this seminar is designed to help companies refine their brand strategy and use a brand framework that aligns a company vision all the way to a tagline and logo. The conversation will focus on refining your brand framework as well as using local and international examples to demonstrate how a good strategy can weather impacts like market dynamics, changes in competition and new target customers. Learn to evaluate visual elements (logo, website, brand colors) in an objective way, learn how to avoid pitfalls of social marketing, see how your consumer touch points impact your target market and discuss how effective user experience can drive sales. Concepts of growing a brand will be discussed as well as advice on how to engage with marketing and brand agencies.

Areas covered in this session are as follows:

1. Dedicated workshop time to put pen to paper and get help refine your brand framework, target audience and positioning
2. Guidance and insider knowledge of how to work with a brand and marketing agency – understanding the work, the fees and the approach
3. Reducing subjectivity when reviewing visual elements to align business objectives with artwork
4. How to evaluate a targeted marketing strategy versus a spray and pray approach
5. Understanding how real companies have used a solid framework to survive in a changing market and how others have failed

ABOUT THE PRESENTERS

Jaime Butler-Binley, a dynamic leader with an innovative and creative edge. A 20+ year veteran who is marked by business acumen, brand and marketing expertise, mixing strategic insight and brand stewardship with entrepreneurial savvy. In 2015 Jaime launched her third agency, Brand 21—a strategically focused and formed brand and marketing consultancy dedicated to building result-driven brand experiences for clients.

Previous experiences include:

• Founder/Creative Lead of Fingerpaint Marketing
• Proven brand planning and stewardship, product launch, advertising and marketing experience across global, national and local markets.
• Possesses an extensive track record in developing sought-after brand and integrating marketing campaigns across all communication channels for both B2C and B2B markets: fashion, finance, health & wellness, life science, luxury products/lifestyle, technology and travel & leisure.
• Launched Ann Taylor’s first Ecommerce website
• Developed and led campaigns for some of today’s most recognizable brands that include Abbott Laboratories, American Express, Ann Taylor, BMW, Canon, GSK, L’Oréal & Lancôme, Pfizer, Seagrams, Starwood Hotels & Resorts

Butler-Binley holds a degree in Advertising & Communication Design from Syracuse University and attended Burke Mountain Academy as a nationally, competitive alpine ski racer. She lives in Bolton Landing with her husband, who proposed to her in the end zone of Lambeau Field, home of the Green Bay Packers and remains a die-hard fan.

Scott Erickson, a 20 year veteran of technology marketing, was most recently a partner at Microsoft serving as General Manager of Marketing for Microsoft HoloLens – the world’s first holographic computer. Previous experiences include global Nokia TV advertising, rebranding the Bing search experience, hardware incubation projects and leading Xbox design where Erickson was responsible for the design and user experience strategy for Xbox and Kinect.

Erickson currently owns manufaktur, a boutique marketing consultancy in New York and Seattle. His focus is on brand strategy, go-to-market planning, professional storytelling and new product launches. He’s worked with large and small companies – from Fortune 50s to neighborhood bakeries – to help steer brands and drive sales. Erickson’s approach revolves around using time-tested principles infused with customer-centricity to meet the goals of each brand.

Erickson holds a degree in international business from the University of Puget Sound along with post-graduate studies in marketing and hospitality from Northwestern University and Cornell University. Outside of daily work, his passions include international travel, midcentury modern homes, modern art, artistic philanthropy and volunteer marketing projects.

MATTHEW J. SCARCHILLI

Matt is a proven entrepreneur. His experiences starting, acquiring and selling companies gives him a broader lens to look through when evaluating situations and working with clients. Matt’s sales success over the last 20 years has put him in a position to now be able to share those experiences to help other companies grow and flourish. Matt is a student of human nature and the sales process giving him new ways to connect and communicate with people. Today Matt is the owner and CEO of Sandler Training Systems of the Greater Capital District which delivers sales, customer service and management training to companies of all sizes across all verticals.

EXPERIENCE AND BACKGROUND

Matt has been a Capital District resident his entire life growing up in Waterford and settling in Latham for the last 27 years with his wife Kathleen and 3 children. On the professional side, Matt has worked as a staff pharmacist for Latham Pharmacy and Supervising Pharmacist with Community Health Plan in Troy before transitioning to pharmaceutical sales. As a passionate soccer guy, Matt became president of Latham Circle Soccer Club. This is where he and John Haller met and together they founded SportsSignup. SportsSignup was a SaaS business that automated the tasks in running a youth sports organization (online registration, scheduling, stats, standings, etc.). While at SportsSignup, the company made 3 acquisitions: 2 for customers and 1 for product. Matt’s role was Managing Partner and Vice President of Sales. After building the business to national success with 40+ employees and managing a team of 15 in the sales department, SportsSignup was acquired by Time, Inc. in July of 2015. The company is run today as Sports Illustrated Play.
After staying on with Sports Illustrated Play to help with the transition, Matt was ready for his next venture. While at SportsSignup, Matt had employed the Sandler Training team of Albany at the beginning of 2014. He was so impressed with the methodology that he entered into a long-term engagement with them to train his sales team, customer service team, and himself as a manager. When he was approached by the previous Sandler owner (Lorraine Ferguson) to purchase the business, it was not a difficult decision.

EDUCATION AND AFFILIATIONS

A.A.S. Chemical Technology, HVCC, 1986
A.S. Math/Science, HVCC, 1987
B.S. Pharmacy, Albany College of Pharmacy, 1990
Advisory Board Member for the NYBizLab and the SEDC – Advanced Saratoga Startup programs