Emerge 2023 Year in Review

As we set out with great visions for 2023, our mission was to keep the light in our eyes and our hearts, and minds ABLAZE.

Now in our 7th year of business, we are humbled to celebrate growth and steady achievements.  It’s not always easy, and there are times we may struggle to see light at the end of the tunnel. However, as we reflect on these accomplishments our Emerge team is reminded daily that we are blessed to be living out our God-given purpose and bringing His light to others through our work. I’m proud of our team and thankful for the past year. It was a year of growth, transitions, and perseverance. We surpassed the majority of our goals and have so much to be thankful for. As we close out the year, we thank you for supporting us along this journey and continuing to share the impact of our work with friends and family

Ablaze

We set out in 2023 with our hearts ablaze, ready to shine, and bring that light to others. With a solid foundation rooted in faith and a team that supports one another, we’ve created a bond that can’t easily be shaken. And for that I am forever grateful. ~ Shelly

7 Years in business

  1. This year Emerge was named as an Iowa Targeted Small Business
  2. We also received the Travel Iowa Rural Social Media Execution Award in collaboration with Wright County Fair!

50 Clients served

  • 11 new clients
  • 36 returning clients
  • 26 proposals sent
  • 20 clients served in December alone
  • 162 Total Clients

6,831 Hours tracked

2,681 Social media deliverables with…

  • 1.985 million Impressions
  • 268,385 Views
  • 237,600 Engagements

8 Brand identities created or refreshed

AMVC Embryo Services, Bellwether Agriculture, Hamlin Feedmill, Hostetler Precison Ag Solutions, Manning Rent-all, RK’s, Simpson & Deardorff, Wright County Fair

4 Custom websites launched 

(Evolution of the Heartland, Simpson & Deardorff, Summit Genetics, RK’s) 4 more in the making!

8 Industries served

Agriculture, Communities, Education, Faith, Healthcare, Non-Profit, Small Business, Tourism

 $233,691 Funds raised for organizations

Manning Regional Healthcare Center, Manning Community Chest, West Central Iowa Healthcare Foundation, Evolution of the Heartland, St. Rose of Lima Gala, City of Manning, IKM-Manning Fine Arts Boosters

$12,043 in Donations & discounted services

We believe in giving back to support non-profits and worthy causes. Every year we choose organizations to make contributions to and offer discounted rates for services.

30 Services provided

Administration, Advertising (newspaper, radio & digital), Brand Development, Concept Development, Consulting, Copywriting, Crisis Communication, Digital Marketing, Event Planning, Fundraising Planning, Grant Research, Grant Writing, Graphic Design, Logo Design, Market Research, Marketing Planning, Media Management, Photography, Print Coordination, Project Management, Proofreading, Public Relations, Social Media Management, Social Media Planning, Technical Support, Marketing/Business Training, Video Production, Video Shoot, Website Development, and Website Training.

12 Speaking engagements

Audubon County Economic Development, Audubon High School, Chariton Kiwanis Club, IKM-Manning High School, Iowa Association of County Fairs, Iowa Rural Development Summit, Leadership Iowa, Manning Rotary, Western Iowa Advantage, Women in Ag event

17 Programs consistently used

Adobe Creative Suite, Asana, Canva, ChatGPT, Dropbox, Gmail, GoDaddy, Google Drive, Influencekit, Jot Form, Localhood, Microsoft Office 365, Podbean, Poll Everywhere, QB Time, Quickbooks, Shutterstock,

100 Digital platforms managed

Facebook (25), Instagram (7), Google (35), Trip Advisor (2), Travel Iowa (2), LinkedIn (2), Pinterest (2), Localhood (2), Spotify (1), Podbean (1), YouTube (5), websites (16)

2 Passion projects

  1. Ignite: Be the Light (sharing our faith)
  2. Evolution of the Heartland (impacting Iowa’s rural communities)

9 Team growth achievements

  • 1 business owner
  • 2 full-time employees
  • 2 part-time employees
  • 2 new babies
  • 2 on the way!

47 New products launched

  1. Evolution of the Heartland & Ignite Be the Light

Other celebrations

  1. A successful maternity leave that our team handled like champs!
  2. Shelly traveled to Europe and the rest of the team enjoyed personal vacations!
  3. Significant time spent on the new Emerge website.
  4. Small & large investments – change is hard, but I upgraded 2 computers, 1 cell phone, and invested in 3 new software programs.
  5. Manning wedding project.

Goals for 2024

  1. Expand Evolution of the Heartland across Iowa
  2. Launch new Emerge website
  3. Launch Emerge e-newsletter
  4. Create a Small Business Summit
  5. Add at least one more full-time team member
  6. 66% revenue growth
 
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Pros and Cons of Canva for Your Small Business

In the world of digital marketing, creating visually appealing content that resonates with your brand (strategically and visually) is crucial. For small businesses, tools like Canva have become a go-to platform for DIY design solutions. However, like any tool, Canva comes with its own set of pros and cons. Let’s explore how Canva can elevate your small business design game, as well as some pitfalls to watch out for, and why it might be beneficial to hire a designer to help you out!

Cons

  1. Template Overload: The countless templates available on Canva can be overwhelming. It’s easy to get sidetracked and choose a design style that doesn’t align with your brand. Careful consideration is needed to ensure that your marketing materials stay true to your unique identity. Tip: Use your brand kit! 
  2. Limits to Creativity: Canva, while user-friendly, has its creative constraints. Compared to professional design software like Adobe, Canva might not provide the same depth of features. If your design needs to go beyond the basics, you might find yourself longing for the advanced capabilities of more robust software.
  3. Pixelated Frustrations: Designing a logo on Canva? Be cautious. Canva doesn’t allow you to export your logo as a vector, leading to potential pixelation issues when resizing. This limitation could pose challenges if you plan on using your logo across various platforms and sizes, such as a billboard, on the side of a vehicle, or when making T-shirts.
  4. Design Deja Vu: One drawback of Canva’s accessibility is that everyone has access to the same asset library. You do have a few more options if you pay for the Pro version, however, there’s a risk of using the same design or design elements as another small business, which might make your brand look like every other player in the market.

Pros

  1. Brand Kit Magic: Canva’s Brand Kit feature is a small business owner’s dream. It consolidates all your design elements – fonts, colors, logos, and styles – in one convenient place. This not only streamlines the design process but also ensures consistency across all your marketing materials, fostering a cohesive brand identity. Use this to your advantage! Tip: Hire a designer to help you create your brand identity and brand guide ahead of time to ensure consistency. 
  2. Inspiration Hub: Need a spark for your next social media post or marketing campaign? Canva’s extensive template library serves as a wellspring of inspiration. It’s an excellent starting point for those moments when you’re staring at a blank canvas, providing layouts and design ideas that can be customized to fit your unique brand aesthetic. Tip: If you’re scrolling through the templates, focus more on which layout you like best instead of the colors and graphics. Once you open the template, customize it with all of your own brand elements to make it unique to your business.
  3. Brand Templates: Stand out from the crowd by creating brand templates within your account. This personalized touch not only saves time but also sets your brand apart, ensuring that your marketing materials don’t blend in with the competition when using Canva’s pre-made templates.

Canva is a powerful ally for small businesses diving into the design world. Its user-friendly interface, plethora of templates, and personalized branding features make it an attractive option. However, it’s crucial to tread carefully, ensuring that your design choices align with your brand identity and business goals. If you find that the pros outweigh the cons, and you’re interested in incorporating Canva into your small business, we suggest working with a designer or marketing team, such as ourselves, to create those design assets to avoif feeling overwhelmed with Canva’s extensive asset library. We’d be happy to help you navigate and use Canva effectively!

Visit www.em3rgemarketing.com/request-a-quote to get in touch about a potential project!

Our Diverse Clientele: Real People, Real Stories

two women talking in a library

At Emerge Marketing Solutions, we are more than just your typical marketing agency. We are passionate about a mission that runs deep in our rural Iowa veins. Our mission is clear – to breathe new life into rural communities and empower local businesses and organizations to flourish. Our diverse set of clients represents the heartbeat of rural Iowa, and we’d like to introduce you to the people and stories behind our mission. These stories include the hardworking folks in agriculture, the close-knit rural communities, the devoted educators, the compassionate healthcare providers, the beloved local libraries, the tireless non-profits, the resilient small business owners, and the picturesque tourism organizations we are proud to support.

OUR MISSION: REVITALIZING RURAL IOWA THROUGH PASSION, PLANNING, AND PURPOSE

Rural Iowa’s rolling fields, tight-knit communities, and heartfelt traditions are what define our state’s rural identity. Yet, rural areas face challenges that threaten their prosperity. At Emerge Marketing Solutions, we believe in the power of marketing to help rural Iowa not just survive but thrive. Our goal is to ignite and activate local communities, businesses, and organizations to emerge from the comfort of their shell and, in doing so, contribute to the well-being of the people who call rural Iowa home.

OUR CLIENTS
AGRICULTURE:

Our partnership with the farmers and agricultural businesses of rural Iowa is a source of pride. We work alongside these dedicated entrepreneurs who toil day in and day out to provide for their families and communities. Our marketing efforts help them connect with consumers who appreciate the fruits of their labor, supporting sustainable farming practices and promoting locally sourced products.

RURAL COMMUNITIES:

Behind every rural community are passionate leaders who cherish their unique way of life. We team up with local governments and community organizations, each one driven by a shared goal – to showcase the charm and promise of rural Iowa. Together, we work to attract new residents, businesses, and investments while preserving the rich culture and traditions that make each community special.

EDUCATION:

In the world of education, we’re honored to stand beside the schools, community colleges, and educators who nurture the minds of the next generation. Our marketing services, fundraising leadership, and strategic planning efforts help these institutions draw students and educators, emphasizing the pivotal role of education in rural Iowa.

HEALTHCARE:

Access to quality healthcare is a fundamental need for rural areas. Our collaboration with healthcare providers and organizations is a testament to our commitment to ensuring that rural Iowans have access to the care they deserve. Through effective strategic planning, fundraising, and creative marketing efforts, we aim to bridge the gap in healthcare accessibility and connect patients with healthcare professionals.

LIBRARIES:

Libraries are not just buildings; they are community treasures, and we’re on a mission to ensure that they remain so. Our fundraising planning has helped libraries reach new donors, pass effective city bond referendums, and has further engaged citizens in their communities, offering essential services and preserving their importance in the digital age.

NON-PROFITS:

Behind every non-profit are individuals driven by a desire to make their community a better place. We are humbled to assist these organizations in raising awareness, garnering support, and making a lasting impact in rural Iowa.

SMALL BUSINESSES:

Small business owners are the heart and soul of rural economies, and we stand with them in their journey. The pursuit of the American dream is something we are so passionate about and we love to help others see their dreams come true and hard work pay off. We help entrepreneurs build their brands, expand their customer base, and adapt to the changing business landscape. Our strategies empower local entrepreneurs to thrive and, in doing so, contribute to the growth of their communities.

TOURISM ORGANIZATIONS:

Rural Iowa’s natural beauty and rich history are treasures to be celebrated. We collaborate with tourism organizations to spread the word about the unique experiences they offer. Our work attracts visitors, providing a boost to the local economy through tourism, creating opportunities for people to discover the wonders of rural Iowa.

At Emerge Marketing Solutions, we’re not just marketers; we’re people driven by a deep love for rural Iowa. Our mission is about the people, the communities, and the stories that make up the heart of rural life. It’s not about the success of Emerge but the clients we serve. By providing top-notch marketing services to our clients in agriculture, rural communities, education, healthcare, libraries, non-profits, small businesses, and tourism organizations, we play a part in the economic and cultural enrichment of rural Iowa. Our commitment to our clients is unwavering, and we look forward to continuing our journey in support of rural communities across the state. Together, we can build a stronger, more vibrant rural Iowa, because, at the end of the day, it’s about the people and their stories that make Iowa truly special

The Emerge Business Model – Subcontractors vs Employees

Emerge team members

When I first started Emerge Marketing Solutions, I knew I wanted to utilize a different business model than typical marketing agencies. Priorities for my entrepreneurial journey included:

  1. The flexibility to raise my children and support my family.
  2. Empower women to keep their creative juices flowing whether they have worked their way into management and no longer do the hands-on creative work, want to earn extra money, are taking a leave of absence from the workforce to raise their kids, or simply want a creative outlet.
  3. Provide the strategic and creative marketing services rural businesses, organizations, and communities needed to elevate themselves in the marketplace.
  4. Live and work in rural Iowa, having a successful career charting my own destiny.

Emerge team membersI quickly decided that having a network of subcontractors rather than employees would enable me to start faster, adapt to client needs more efficiently, and allow for the greatest success in starting up the business. Additional advantages of utilizing subcontractors versus employees included:

Cost Efficiency

Subcontractors are typically responsible for their own taxes, insurance, and benefits, which reduced the overhead costs for our company. This made it more cost-effective to work with subcontractors, especially for short-term or project-based work.

Flexibility

I could hire subcontractors on a project-by-project basis, allowing me to scale our workforce up or down as needed. This allowed flexibility for the subcontractor so they could work on projects when they had time and availability and take time off when they were busy.

Specialized Expertise

Each one of our subcontractors have specific expertise or skills in a particular area, such as video production, graphic design, creative writing, or website development, which is valuable for the variety of projects we work on. I was able to tap into their expertise without having to hire a full-time employee for each specific area.

Reduced Administrative Burden

As a small, start-up business, this allowed me to spend less time managing employees (such as administrative tasks including payroll, taxes, benefits, and HR responsibilities) and more time working for our clients. Subcontractors handled these aspects themselves, relieving the company of some administrative burdens.

Geographic Flexibility

Since I had a network of talented creatives from across the state and country, this allowed me to work with them despite their geographic locations. I had also recently moved to a new location in which I didn’t know anyone, so I wasn’t limited to the talent pool in our rural, local area.

Scalability

Subcontractors can be easily added or removed from projects as needed, making it easier for me to scale our operations without having the long-term commitment of hiring permanent employees.

So, with that I set out to engage with many of the creative professionals I had met and worked with over the course of my career.  I enjoyed reconnecting with these professionals and being able to keep in touch with them to hear how their lives and careers were going as well as talk about our vision for the future with Emerge.

What started out as two subcontractors working nights and weekends approximately 10-20 hours per month quickly became five subs and eventually 10 subs. I found out very quickly that I needed to implement effective processes that would streamline the need to send emails or have phone conversations every night about projects we needed support on as well as activate the right people at the right time to do the services we needed so that I wasn’t spending most of my time ‘doing’ instead of ‘leading.’

After year one, we implemented the use of the Asana Project Management system which was a life and time saver. It keeps our team connected, allows all communication for projects to flow through succinct project tasks, and allows everyone involved in various projects or serving a variety of clients to be up to date at any time with the status of projects.

A critical element in the effective implementation of the subcontractor model was that I had built trust and rapport with these professionals, was able to communicate effectively on each project’s needs and client’s vision, and had implemented systems to effectively keep everyone on the same page with project status.

While I never thought I would have employees, as our workload increased and client needs increased, so did our administrative needs. I realized that I needed a full-time employee available to work during the daytime hours. Katie, our first Emerge employee, was hired in January 2020. While her expertise was video production, and that added a new element to our service line, what quickly evolved was her ability to be a project manager.

Today, Emerge now employs two full-time employees providing project management, creative writing, video production, media management, and graphic design services (among many other tasks as assigned), as well as two part-time employees who oversee the administrative duties such as accounting/billing/accounts receivable, sales, and event planning. We also consistently have 3-5 subcontractors working on projects monthly, however our subcontractor needs have waned for the short-term while we effectively scale the business. I anticipate that when project managers are fully-trained and client work-loads increase we will reengage our subcontractor network more fully, making the most use of talented creative professionals across the state and country.

Software and Resources We Use and Recommend

girls working at a computer

In today’s fast-paced digital world, marketing professionals need to stay ahead of the curve with the right tools and software to meet their ever-evolving needs. At Emerge Marketing Solutions, we understand the significance of having a robust tech stack to streamline our operations, enhance creativity, and deliver results for our clients. In this blog post, we will walk you through the essential software tools we use and highly recommend in different categories.

Digital Tools

  1. WordPress: Our go-to platform for building and managing websites. It offers flexibility, ease of use, and a wide range of themes and plugins to create a customized online presence for our clients.
  2. Poll Everywhere: A fantastic tool for engaging audiences during presentations, webinars, and live events. We use it to gather real-time feedback and opinions, enhancing interactivity and communication.
  3. JotForm: A versatile form builder that simplifies data collection, lead generation, and feedback gathering. Its user-friendly interface allows us to create custom forms quickly. Lots of our clients implement JotForm!
  4. Meta Business Suite: An essential for managing social media accounts effectively. It helps schedule posts, analyze engagement, and optimize content strategy for our clients. Another tool we use almost daily.
  5. InfluenceKit: This tool is invaluable for tracking influencer marketing campaigns and measuring their impact. It provides insightful analytics to help us make data-driven decisions. We use it to measure analytics on social campaigns for ourselves and our clients.
  6. Localhood: A great new tool that helps us connect with local communities and manage local marketing efforts for our clients. It’s particularly useful for businesses looking to strengthen their local presence. Great for tourism and economic development!
  7. QR Code Generator Pro: An efficient way to create QR codes for marketing materials. QR codes have become essential for contactless information sharing, and this tool simplifies the process. The paid version is great because you can track how many scans the code receives.

eCommerce

  1. Faire.com: A wholesale marketplace connecting retailers with unique products. We recommend it to clients looking for a variety of high-quality merchandise. Check out our store on Faire! 
  2. Etsy.com: A popular platform for artisans and small businesses to sell their unique products. It’s great for clients in the handmade and vintage niche. Check out our Etsy store! 
  3. ShopIowa.com: A local eCommerce platform that allows clients to tap into their local customer base. It’s ideal for businesses looking to boost their regional sales. Check out our Shop Iowa store! 
  4. JotForm: As mentioned earlier, JotForm’s flexibility makes it a versatile tool for collecting customer information and processing orders.

Productivity

  1. Microsoft 365 (especially Microsoft Teams): Microsoft’s comprehensive suite for productivity and collaboration. Microsoft Teams is our choice for efficient team communication and project management.
  2. Asana: A project management tool that helps us streamline tasks, manage deadlines, and improve team coordination. Highly recommend!!!
  3. Quickbooks: A reliable accounting software for managing finances, creating invoices, and tracking expenses. It simplifies financial management for both us and our clients.
  4. Quickbooks Time: A time tracking tool that helps us manage billable hours and ensure accurate client billing.
  5. Chat GPT: We just recently dove into this new world of AI and have been using this AI-powered tool to help with sparking creative ideas and content creation.
  6. Mosyle: A mobile device management solution for efficient device and app management, which is especially useful for our team’s mobile devices.
  7. Google Docs, Sheets, & Forms: Google’s suite of office productivity tools, which we use for collaborative document editing and data analysis. We love how everyone can be on and editing a document at the same time!

Creativity

  1. Adobe Creative Suite: The industry standard for creative professionals. We use Adobe’s software to design and create visually stunning content. A must-have for designers and creatives!
  2. Shutterstock: A vast library of high-quality images and graphics for use in marketing materials.
  3. Unsplash: High-quality, free stock images. We like the aesthetic of these images since they are from real, professional photographers.
  4. Canva: Although we would use and recommend Indesign or Illustrator before Canva, we recommend Canva to clients who want to easily execute their brand identity on their own. It offers user-friendly design tools and brand management.
  5. AVR Pro: An audio recording tool that allows us to create compelling radio ads and videos for our clients.

Storage

  1. OneDrive: Included in a Microsoft Office subscription, it provides cloud storage and easy file sharing with seamless integration.
  2. Apple iCloud: Ideal for Apple users, it offers easy syncing across all devices and ensures that important files are accessible from anywhere.
  3. Dropbox: A robust cloud storage platform which we recommend for clients who need to collaborate on files but can’t all edit the same file simultaneously like in the Google suite.

Financial

  1. Quickbooks Go Payment: A mobile payment solution that simplifies payment processing for businesses on the go.
  2. Capital One: A trusted bank for business and personal financial needs.
  3. Apple Pay: A convenient payment method for Apple users, enabling seamless transactions.
  4. Venmo and PayPal: Widely used for secure online payments. We recommend these platforms to clients for their convenience and reliability.

Having the right tools in your arsenal is essential for success in the world of marketing. Here at Emerge, we’ve carefully selected and tested these software tools to improve our efficiency, enhance creativity, improve communication and collaboration as a team, and deliver top-notch results for our clients. Whether you’re looking to enhance your digital marketing efforts, streamline your eCommerce operations, boost productivity, or get creative, this comprehensive list of recommended software will help you achieve your goals. Keep these tools in mind as you continue to grow your business and marketing strategies.

What would you add to the list?

Why Emerge?

why Emerge

A common question many people get asked is, “So what do you do?”, but many people don’t go further to ask, “why do you do what you do?” or “why do you like your job?”. Questions that are arguably more important when it comes to a career. We asked ourselves what drew us to Emerge Marketing and why we are passionate about the work we do.

ShellySHELLY – OWNER OF EMERGE, MOM OF THREE, WORKING FROM MANNING, IOWA

Emerge is my dream, my vision, and my passion. This business has allowed me to not only pursue my dreams of owning my own business but also make an impact in my community and the businesses/organizations around me as well as revitalize rural Iowa and our country.  I absolutely LOVE helping other entrepreneurs and community leaders attain the unthinkable – to pair a visual identity with tactical tools and a strategic approach that allows them to achieve their vision. I believe I am using God’s gifts to better the world and nothing could be more satisfying. I believe this truly is the work of our Lord.

My favorite thing is connecting with our Emerge team who holds each other accountable, lifts each other up, and challenges one another to be the best we can be in the name of the Lord.

KATIE – FULL-TIME EMPLOYEE AND NEW MOM, WORKING FROM STORM LAKE, IOWAKatie

The opportunity to work for Emerge just fell into my lap, and to me, that was a sign that it was meant to be. In college, I did everything from broadcast journalism, marketing, event planning, public relations, to sports and rec management and human relations, so I wasn’t sure what I wanted to pursue after graduation. Working for Emerge has allowed me to combine so many of my interests and skills without having to pick just one.

I feel very fortunate to work for an organization that values family, faith, and friends. Our mission to revitalize rural Iowa has also really made an impact on me and opened my eyes about how much I love living in a small, Iowa community. The flexibility of working from home while still being able to meet in person occasionally is a great balance. I love the collaboration our growing team has as well as the variety of projects we get to work on and the different clients we assist.

ClaireCLAIRE – FULL-TIME EMPLOYEE WORKING FROM SPRINGFIELD, MISSOURI

I enjoy having a collaborative team to work together with, and we each have our own skill sets that blend beautifully! The flexibility of working from home and getting to catch up and have in-person meetings every once in a while is nice. We aren’t limited by our location, so we have the flexibility to live wherever we want and still work with a great group of people! I like that we have different projects to work on for clients in a variety of industries. I also love our focus on revitalizing rural Iowa as I am passionate about small businesses and business owners too!

COURTNEY – PART-TIME EMPLOYEE, MOM OF FOUR, WORKING FROM RURAL CARROLL COUNTY Courtney

Emerge is not just a job; it’s truly fun, interesting, and meaningful work. I love being able to contribute to Shelly’s faith-filled mission of revitalizing rural Iowa with a wonderful group of women and clients. Emerge has made it possible for me to balance working part-time while still being able to do what’s important to me as a stay-at-home mom and wife.

AnnieANNIE – PART-TIME EMPLOYEE, MOM OF THREE, WORKING FROM RURAL CARROLL COUNTY

I enjoy working for Emerge because I get to combine so many elements of things I am passionate about with fun, new experiences! I love getting to focus on rural revitalization and keeping our slice of Iowa thriving and moving forward while maintaining our small-town way of life. In the short time I have been working with Shelly, I have met so many interesting people and learned how they are making an impact in rural Iowa. Emerge is also rooted in the belief that we are doing God’s work, and I am blessed to work alongside other women who share this belief.

PAIGE – SUBCONTRACTOR, MOM OF A TODDLER, WORKING FROM ROCKWELL CITY, IOWA Paige

I love working for Emerge Marketing Solutions because my job as a subcontractor allows for flexibility. As a stay-at-home mom to a very active toddler and a farm wife to a first-generation farmer, I am always busy. With my role at Emerge, I can still spend quality time with my family while making a little extra cash to help with the seasonal cash flow of farming. An added bonus is that the Emerge team is rooted in Christian beliefs, so I feel right at home with these amazing women who share similar core values. Not only am I able to serve my family because of my work at Emerge, but I am also able to work for the glory of God!

“Whatever you do, work at it with all your heart, as working for the Lord, not for human masters, since you know that you will receive an inheritance from the Lord as a reward. It is the Lord Christ you are serving.” -Colossians 3:23-24

Business Plans: What’s the RIGHT way to do it

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We have worked with many entrepreneurs who have fantastic ideas and truly want to solve a problem or pursue an opportunity in the marketplace, but many people get stuck when it’s time to create and follow a dreaded business plan! Why can’t we just create a product or service and just start doing business? Well…the answer is…you can.  You don’t have to have a written business plan to be successful, but it sure helps if you want your business to succeed long term and beyond your initial ownership.

I can tell you that by getting it down on paper (computer, napkin, legal pad, notes app on your phone, anywhere) it holds you more accountable and allows you to track progress year over year. For some, that business plan might be in your head, but I encourage you to write it down, no matter how simple it might be at first.

The Bureau of Labor Statistics reports that approximately 20% of new businesses fail during the first two years of being open, 45% during the first five years, and 65% during the first ten years. Only a mere 25% of new businesses make it to 15 years or more. So, what is it about these businesses that set them apart from the others?

I believe it’s about having a vision, setting a plan with goals, checking in frequently on that plan, and making difficult decisions to pivot when goals aren’t being met.

Where We Started

I’m only in year seven of my business, but here’s what I’ve seen and experienced.  If you don’t begin somewhere, you may never get off the starting line!

When I first started my business plan in 2015, it was more of a place to get my ideas out of my head and on to paper. I didn’t exactly know when/where I was going to start that business, but I had a firm conviction of what I wanted to accomplish in life. I started by setting goals for myself as an entrepreneur without necessarily determining WHAT my business would actually be. To this day, these goals still guide my daily actions:

  • Flexible work schedule that supports my family.
  • Assist multiple clients to achieve their potential.
  • Market Iowa to be more attractive to businesses, individuals, and families.
  • Work from home.
  • Continue to be challenged daily.
  • Increase earning potential.

I then established a vision for the impact I wanted to have with this endeavor: to promote local businesses and organizations so they can contribute to thriving small towns and assist businesses, organizations, and communities (especially in small town Iowa) realize their potential and guide them in making decisions to develop and implement strategic marketing plans to achieve their goals. Today that vision is simplified to: Revitalizing Rural Iowa. As I began to think about how I might go about accomplishing that vision, I set my mission: to provide strategic marketing, communication, and branding support to the business and nonprofit communities. Today that mission remains very close to what it started as: inspire communities, businesses, and organizations to emerge from their shell and strategically explore opportunities to achieve success and longevity.

Next Steps

Then what? I know there are many other organizations doing similar things. What makes me different? Who would my ideal clients be? And why would anyone choose me?

To determine this, I looked at who my target audience would be: Iowa-based, small-to-medium sized businesses with 1-100 employees. Then I identified what types of services I could offer based on my past experiences.

  • Marketing Strategy
  • Marketing Consulting
  • Marketing Training
  • Marketing Plan Development & Execution
  • Branding
  • Graphic Design
  • Publications
  • Strategic Promotions (unified messaging)
  • Photography
  • Event Planning
  • Fundraising
  • Non-Profit Work

From there, I looked at who my prospective customers could be. Those whom I had connections with (the business owners or community leaders I already knew who could either use my services or have had a personal experience with and could help with word-of-mouth support) as I was moving to a completely new area of the state where I had fewer connections.

I also needed to keep in mind that I likely wouldn’t be able to do it all, so I thought of all the smart and creative people I had worked with in the past and how I would love for them (or people like them) to be my advisors, colleagues, and coworkers in the future.

I then began to look at the financial side of the business. What were the start-up costs? How about the income potential? What would I need to be financially stable and successful?

When I began to consider my business model, especially as it related to my goals of entrepreneurship, I realized quickly that I didn’t want to reinvent the wheel. There were already super successful entrepreneurs who offered similar marketing services, had been in business, and learned the ropes of being successful in this industry.

This process would take another year before I got up the courage to actively pursue this conversation because that meant I actually had to share my ideas with others. I hadn’t even really told my husband about my plans for the future! Read about that story here!

It wasn’t until June of 2016 that I finally reached out to my good friend and business owner Samantha Grove who gave me exceptional insight into her business model and was open about her path of owning a small business. Having a mentor who is willing to help guide you, share their challenges, help you learn from their mistakes, and listen when life gets rough is the most valuable investment I think there is in business. It’s these types of people who are needed most when the road gets lonely and weary because they will remind you why you’re here and reignite that passion you may have lost. It was my initial meeting with Samantha, a pursued conviction in my mind, and my ability to ‘emerge‘ from the comfort of my own shell that put all the wheels into action to set this business plan ablaze!

Where We Are Today

Our business plan today is much more than it started as. It’s actually a strategic plan that gets reviewed/referenced quarterly and updated annually. (If the word “strategic” scares you, don’t let it!! It just means that you’re being purposeful in developing the actions you want to pursue to be successful).

My point in all of this is to encourage you to:

1. Start SOMEWHERE! You don’t need to have ‘all the right things’ to get started.

2. Put it in writing! I can’t tell you how grateful I am to be able to look at those first ‘ideas’ that I put together in what I thought was a business plan and see how our journey has evolved, yet how we’ve never veered too far from our vision.

3. Celebrate Progress and Success. As we look at our business plan every year, we now evaluate year-over-year:

  • Internal celebrations and top successes from the year
  • Client celebrations from the past year
  • SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats)
  • Goals/Accomplishments from the various perspectives of our business: customer, internal business, financial, and learning & growth
  • Financial review
  • Upcoming year outlook
  • Establish a guiding word/theme for the new year
  • Individual and team goal setting for the year

For those of you who have been in business for a while and haven’t taken these steps, I encourage you to start! It’s NEVER too late, especially if you’re feeling stuck.

I pursued this business to help entrepreneurs and business/community leaders emerge from the comfort of their own space and pursue their life’s calling with passion, planning, and purpose. If you need help getting un-stuck our team is here to help! Let us know if we can help you ’emerge’!

elements of a business plan

Meaning of the 3 in Em3rge

meaning of the 3

Numbers often have symbolic purposes in life, and the number three is prominently referenced in Biblical scripture. The number “3” often symbolizes harmony and wholeness but takes on numerous other variations of meaning in the 467 times it is referenced in the Bible.

But why would anyone put a number in the middle of a word for the name of a marketing company, especially when it makes it hard to read and causes people to wonder if it was a mistake?

Well, the truth is, the 3 in Em3rge is very intentional in size and location. The three stands for the triune God (Father, Son, and Holy Spirit). As Christians, we’re not orphans abandoned by the Father or the Son. By the Spirit, both the Father and the Son have come to dwell in us. The Spirit lives within us, changing our hearts, giving us faith, and transforming our lives. The fact that God is Triune – three persons in eternal relationship – reminds us that relationships are what life is about. Life is not about stuff. Life is not success. It’s about a loving relationship. At Emerge, our faith and having intentional relationships are at the core of what we do.

Ultimately, it doesn’t TRULY matter how this business performs if we are not doing it in the name of our Lord. We have been granted gifts from God and it is our earthly role to use those gifts for the betterment of humankind. Therefore, the 3 is a constant reminder to us and to those whom we meet, to lead with our faith and do as Christ would do.

Unlike many who are more humble or shy in sharing their faith, I believe I am a bold child of God and feel confident in sharing that with others. It’s hard, no doubt, but it’s what I believe I have been called to do. From an early age when we would leave church on Sunday mornings, the back wall of the sanctuary had a verse that stated, “Be bold as a child of God and share the good news of salvation with all people.” Although my faith and membership in the church has evolved over the years, my upbringing and faith-filled roots will never change. This statement epitomized my initial ‘brand’ given to me at conception and was reaffirmed at my baptism. It’s one I hope I never stray from. It serves as a daily reminder, both internally and externally, as to why I am here and what purpose I was given to live out in this earthly life.

So the next time you see the Emerge logo, look at that 3, and remember to be bold in your faith as a child of God and share the good news of salvation with all people.

How Emerge was Named

How Emerge got its name

I get asked all the time how we came up with the name “Emerge” and why there is a 3 in the name. It’s amazing how things work in a mysterious way, and you’re often led to the right answers if you’re patient enough!

Some of you know the crazy story of how this business started, but for those of you who don’t, check out the ‘turtle story‘ that happened in 2016! I had decided a year prior that I wanted to pursue my dream of owning my own business, but it would take nearly 14 months before I would make it official. For any of you who knew me at the time…I was NOT a patient person!

As time passed and the idea started to come to fruition of owning my own business, I knew I needed to get serious if I was going to make this dream a reality. (Like many creatives do, I was already doing a lot of this work as a volunteer in the community and transitioning that into paid work was a little harder. It required confidence, vision, and commitment.)

I set up a meeting with my attorney to get the legal details of the business moving forward, but the one thing that kept holding me back was that I didn’t know what to call it! I knew how much branding meant and that the meaning of all I wanted to impact in this world was so much more than the words I would choose to name this business! But I didn’t want to mess it up or sell us short!

So, I thought about my journey leading up to the business start-up and the impact I wanted to have on other entrepreneurs, our clients, and beyond. My encounter with the turtle was really a pivotal moment for me and my life, but I didn’t like turtles. They’re slow, gross, cold, slimy, and boring (or so I thought!). Although I felt like I had always been on the ‘right’ path, doing all the ‘right’ things, it was the symbolic meaning of the turtle that really impacted and guided me most. But what was it about that turtle that I could carry on to clients in a meaningful way?

What is it about a turtle that would make a difference in this world?

Well…when a turtle is stagnant, sitting in its shell it’s more like a rock (kind of like many of us when we’re feeling stuck in our business or in life). But when the turtle sticks its neck out from the comfort of its shell and starts to emerge, it begins to make progress. EMERGE! That’s it! While comfort and security lie within the shell, it’s when the turtle finally emerges with a plan to move forward that it makes progress…slow, steady, and calculated progress. And that’s what we do here at Emerge. We help people get unstuck, emerge from the comfort of their business, and pursue new heights with passion, planning, and purpose. And don’t be mistaken…we’re rarely slow! However, we want to ensure the ‘right’ approach is taken, not just complete a project just to complete a project.

What about the 3?

The underlying purpose of our business and why we do what we do is to serve God. The number three acts as a constant reminder that at the center of all that we do is to serve the Lord with the gifts that have been entrusted to us. Our responsibility here on earth is to have faith in the Lord and share the good news of salvation, grace, and hope with all people. The three in Christianity represents the Triune God: the Father, the Son, and the Holy Spirit. Without these three, we would be nothing.

The fact that God is Triune – three persons in eternal relationship – reminds us that relationships are what life is about, and that’s what I love most about the work we do. Meeting people, getting to know them personally, and inspiring them is what I cherish most. Life is not about stuff or earthly successes. It’s about a loving relationship. If we truly know the Triune God, we will cherish relationships – with God and with one another.

I have often questioned whether we go too far with our emphasis and integration of faith into our business, but I am constantly reminded at every turn of life, that our calling is not to pursue immediate success or gratification in life here on earth, but to serve our Lord and ignite this same faith in others.

This is also why we have developed the faith-based part of our company, Ignite: Be the Light, to help others recognize the flame from within and feel comfortable in developing a strong faith foundation that not only gives them a stronger base, but allows them to eventually find purpose in their own life, and to ignite others and set the world ablaze.

So, I encourage you to do the same. Emerge from the comfort of your shell; pursue God’s calling; and ignite, be the light for all.