Danielle Roberts & Shea Kucenski | Creative Websites & Digital Marketing Strategies

Introduction and Interview by David Wagstaff

This interview with Danielle and Shea is part of a series of articles from entrepreneurs, compiled with the goal of providing other business owners and soon-to-be business owners with a realistic view of what it takes to run a business and some of the challenges commonly faced.

As a unique aspect of this article, it is the first of the series on Lesbian, Gay, Bi-Sexual, Transgender & Queer (LGBTQ) business owners.  As we develop a larger group of articles, expect to see articles focused on specific industries, stages of business and likely other attributes that may define some aspect of our business identity.
Fittingly, on Danielle and Shea’s website I found this quote, which made me smile.

 

“Do we have to know who’s gay and who’s straight? Can’t we just love everybody and judge them by the car they drive?”  Ellen DeGeneres

 

While most of these interviews stem from people who have applied to be part of the Entrepreneur’s Network, I met Danielle and Shea recently through a personal introduction. A person who is interested in developing the reputation of a local community as being LGBTQ-friendly found me on the StartOut Website (link to https://startout.org/) as a resource for business owners.  He introduced me to Danielle and Shea as Lesbian business owners in Woodbury, NJ.

So back to the question, does it matter if a business owner is LGBTQ?  As part of this series, I’m trying to pass along some lessons I’ve learned over the years.  The lesson here is work with customer segments which are natural to you, or at least be open to opportunities that may develop from these groups.  For example, if you live in NJ but are from Puerto Rico, you may find other Puerto Rican businesses owners as a supportive affinity group.

I regularly see female business owners marketing to other women.  That doesn’t mean the affinity group has to be your exclusive market, although for some businesses it is.  But it may be a space where it’s relatively easier to find trust.

As I learned more about Danielle and Shea by looking at their website and profile, I found their company name fun and creative – A Tail of Two Creatives.  Because they are in digital marketing, their brand, logo, and look of their website immediately fostered confidence and trust in their brand.  Their LinkedIn Profile also built confidence.  They each have nearly ten years of professional experience in digital marketing, social media or creative fields.

 

 

I had a chance to speak with them and learned more about their experience and ultimately decided to work together.  As part of this process, I was impressed that they were willing to invest some time in getting to know my business.  You have to be pretty confident in your services to be willing to invest some time in getting to know a prospect.

For my part, when Danielle and Shea can find ways to help me see a positive ROI on my marketing, I can see a very long-term relationship with them.  As a business owner, I would prefer to work with the same trusted business partners for the long-run.  It’s disruptive to switch partners, and there is always the ramp-up learning, resulting in lower ROI.

In the interview, the first few questions and answers are really clear and speak for themselves, but I think it’s worth commenting on the situation of family members working together. In my experience, having two founders or two people committed to a business’ success significantly improves the probability of success if they don’t have major issues in their working relationship.  I tried working with my husband in one of my businesses a few years ago, and we found we didn’t work well together. We discovered it ran the risk of hurting our relationship. We decided to keep business and personal life separate.  I have clients who have spouses working as equal partners and decision makers in the business and I have had several married couple teams where one spouse leads the company and the other spouse manages the day to day operations of the business.

The benefit of these types of relationships can include:

  • A fully trusted partner in the business
  • Two people equally committed to business success
  • The ability to use the unique strengths of two people
  • The ability to share the workload. Running all aspects of a business takes a lot of work
  • The ability to spend time with someone you love or care about

In question 6, Danielle and Shea mention they have found the 80/20 rule and that 80% of their business profitability comes from 20% of their customers. Since providing financial consulting services and financial advice to business owners is my primary service, this point hit home for me.  It’s very common in businesses to find a relatively small percentage of customers can generate most of the business’ profitability.  Knowing which customers and which types of customers are most profitable for your business is an important lesson for many business owners. That distinction can make a huge difference in the long-run profitability of the company.

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About Danielle Roberts and Shea Kucenski, Websites and Digital Marketing Strategies.

Website: Tail of two creatives

Danielle and Shea craft high-quality professional digital marketing services that help businesses succeed online. Their digital marketing strategy focus on effective social media marketing, creative problem solving, and beautiful and effective graphic and website design.