It’s hot in New York. And hot means ice cream season! To celebrate National Ice Cream Day** we’re featuring Penny Lick Ice Cream in Hastings-on-Hudson, NY. Today, owner Ellen Sledge is getting ready to open a second shop in Mamaroneck, NY, and she says TAP played a role in her success.
“TAP gave me a framework to think about my business,” says Ellen. “[TAP] is one reason I still stand here.” Ellen says she learned to have a “dashboard mentality” that enables her to look at “indicators of success everyday.”
Penny Lick’s custard-based ice cream is peanut, tree-nut and sesame free. Customers can actually watch the ice cream being made. In addition to retail locations, customers can find Penny Lick at farmers markets, or hire a mobile pushcart for a party.
In the fall of 2019, Ellen reached out to TAP looking for guidance on how to increase sales, expand operations and get a better grasp on inventory and costs. TAP consultants Nurit Praeger, Carolina Zambrano and Amber Yusuf spent time at Ellen’s Hastings store and extensively reviewed her business. Nurit, Carolina and Amber worked with Ellen on a series of projects:
**Be sure to read our blog about Ice Cream Social, an additional National Ice Cream Day story.
#icecream #food #client #entrepreneur #womenownedbusiness #nationalicecreamday
Every neighborhood deserves a great ice cream shop.
That’s what high school friends Pam Geiger and Erin O’Keefe thought when they moved back home to White Plains, New York to raise their families. They couldn’t find a fun family gathering place in their area, so they decided to create what they were looking for. Ice Cream Social opened in 2021.
To mark National Ice Cream Day,** we’ve got the full scoop on Ice Cream Social. Both Pam (a special events fundraiser) and Erin (a stylist) knew how to create a welcoming environment, work with commercial partners, and generate the buzz needed to build a small retail business.
They transformed an old gas station into a bright, enticing ice cream parlor. In addition to regular scoops, they have milkshakes, ice cream cakes, ice cream sandwiches, coffee, and of course, Ice Cream Social merchandise.
TAP consultants Julia McClanan and Yvonne Lee stepped in to help when Pam and Erin had the opportunity to buy their building. They wanted to get a better handle on cash flow in order to apply for bank loans and secure financing.
Fortunately, TAP received a grant to support businesses in Westchester County, enabling us to work with Ice Cream Social. "It was amazing to have two people who specialized in different aspects of the business to get feedback on different parts of our business structure, " says Pam Geiger.
The TAP team focused on several areas:
**Also for National Ice Cream Day, check out our blog about Penny Lick.
#icecream #summer #clientstory #womenownedbusiness #smallbusiness #entrepreneur
Meet Lawren Askinosie, Chief Marketing Officer of Askinosie Chocolate and TAP's President's Council member. Discover why Lawren joined TAP and how she celebrates World Chocolate Day!
👥 TAP: What attracted you to the TAP President's Council?
🗣️ L.A.: As a small business owner, I'm passionate about small businesses' impact locally and globally. TAP's work is vital and inspires me to support small business owners with my purchases.
👥 TAP: Tell us about Askinosie Chocolate's commitment to ethical sourcing, fair payment, and sustainability.
🗣️ L.A.: Most people don't know that much of the chocolate in the world comes from cocoa harvested by enslaved people. We're dedicated to creating the best-tasting, transparently-sourced chocolate. We source premium cocoa from smallholder farmers, paying them above Fair Trade prices, sharing profits, and collaborating on community development initiatives. Our chocolate is 100% transparent, traceable, and farmer-forward.
👥 TAP: How does Askinosie Chocolate celebrate World Chocolate Day?
🗣️ L.A.: This year, we're releasing our latest batch of white chocolate! It's made from scratch using our pressed cocoa butter, organic cane sugar, and goat's milk. Our white chocolate has a devoted following and has been sold out for months, so it's a great way to celebrate the day.
Thank you, Lawren, for sharing your small business experience as a valued TAP President's Council member. We appreciate you!
We're thrilled to have a new set of consultants joining us at TAP. We deeply appreciate the time and expertise they donate to help small businesses. They're an amazing group so please read their stories, and leave a comment on this post welcoming them to the team!
Aditya is a professional services leader with extensive, global, hands-on experience in leading M&A integrations and other strategic enterprise programs. He has led successful transformations through defining business strategy and human resources impact; rigorous budgeting, and capacity planning; and setting key performance indicators. His area of expertise is in working with business leaders to deliver upon people, process, and cost margin optimization transformations, while continuously aligning organization strategy with sustainable and successful execution. He has lived and worked in 30+ countries, and his experiences have made him a champion of diversity and inclusion. Aditya also has a passion for theater and works with many community clubs as an actor to deliver pertinent social messages. He also enjoys delivering stand-up comedy, and has performed at many corporate and private events. Aditya completed his undergraduate in Mathematics from St. Stephen's College, Delhi University. He has an MBA from The Wharton School, University of Pennsylvania.
Raised in Libya, Alex has lived and worked in cities across Asia, Canada and the US, before settling in Los Angeles. He has been based there since 2008.
A film director and producer, his most recent feature film, “For Izzy,” (streaming on Peacock, Amazon, and and other outlets), received the Directors Guild of Canada Award at the Vancouver Asian Film Festival, the Audience Awards at Frameline 42, as well as the Grand Jury Prize at the Los Angeles Asian Pacific Film Festival. His script “Intelligent Design,” about the rise of Artificial General Intelligence, was a Finalist at the Austin Film Festival. He began his artistic career as a musician and was first discovered by Public Enemy’s Chuck D via his startup record label Skematic in the early 2000s. He then transitioned to film.
Prior to his artistic career, Alex was the Chief Financial Officer at Mondo Media, a San Francisco-based animation and visual effects studio, where he led two rounds of venture funding for the startup company and was responsible for managing the day to day back office operations, as well as presenting financial and operational results to the Board of Directors. His first job out of college was as an investment banker at Credit Suisse, specializing in restructurings and debt workouts.
As a STEM advocate, he brought his creative skillset and organizational leadership to his community, most notably as the Committee Chair For Digital Media at the March For Science Los Angeles in 2017 and 2018, where he oversaw the production and distribution of all video assets produced prior to and at the live events.
Anshu Gupta is an accomplished Operational Leader with over ten years of experience in e-commerce, supply chain, and nonprofit sectors. Anshu has a unique ability to bring new products to market by leading incubation teams that drive product market fit and customer adoption by partnering with cross-functional stakeholders. With over seven years of experience in big tech, Anshu is a seasoned people manager and senior-level operator whose career began in grassroots development and teaching.
Anshu’s experience includes working for Meta, where she served as an Incubation Manager, leading the Commerce team's Shopping Ads pilots and product testing. Gupta also worked on developing customized support models for the highest priority revenue generating product, Shops Ads. As a people manager, Gupta managed a team of 21 staff and provided ongoing feedback to the product team. At Amazon.com, Anshu was a Senior Program Manager for Amazon Logistics and Operations, where she created the onboarding process and experience for all of Amazon's new delivery programs, launching 2000+ external small business partners for high-growth last mile shipping initiatives.
Before her big-tech career, Anshu worked as a Middle School Math Teacher for Teach for America, and as a Fellow for Indicorps, implementing sustainable development projects with organizations in Rajasthan, India, opening the door to grassroots development work.
Anshu loves writing and all things pop culture, and writes a monthly newsletter outlining all of her favorite picks. She studied Journalism and French at UNC- Chapel Hill and received her MBA from the UVA- Darden School of Business.
Catherine Bealin is financier specializing in economic development, climate resiliency, and gender. She started her Wall Street corporate lending career at Brown Brothers Harriman, and then shifted to development banking at the European Investment Bank in Luxembourg. Catherine promoted the European Union’s economic development goals through lending to corporates and financial institutions meeting climate change mitigation, energy efficiency and other objectives.
Upon returning from eight years abroad, Catherine applied her financial, strategic and operational skills as a consultant to economic and environmental projects for the United Nations Development Programme, as well as to private sector entrepreneurial projects. These projects leveraged her experience with innovative financing, strategic visioning, financial analysis, project management, and public education.
Catherine was also the Social Impact Producer of “Warrior Women of Football,” a documentary about gender inequality in professional soccer. She is an active community volunteer, as well as board member of the Douglas Manor Environmental Association and the Nascimento Foundation.
Catherine holds an MA in economic development from the Elliott School of International Affairs at George Washington University and a BA in political science and economics from the State University of New York at Binghamton. She lives in Douglaston, NY with her husband and three sons.
Claudia is an accomplished business consultant and attorney with 12+ years of legal experience in the areas of Bankruptcy, Corporate/Commercial Law, Contracts, Intellectual Property, Litigation, Real Estate, and Tax matters. As the Managing Attorney of The Brantley Law Group, P.L.L.C., Claudia has experience in providing superior and reliable business services to company executives by consulting on labor and employment matters, risk management, brand protection, strategic planning, and legal compliance. Prior to becoming an attorney, Claudia worked in banking as a Financial Specialist, which involved consulting on budgeting, investing, retirement planning, and business planning.
Claudia has always had a passion for giving back to the community. She is a former Active Duty Commissioned Officer of the U.S. Army’s Judge Advocate General’s (JAG) Corps. Most recently, she became a Court Appointed Special Advocate Guardian Ad Litem, in which she volunteers her time to advocate on behalf of children who have experienced abuse or neglect.
Claudia is a graduate of Florida A&M University's College of Law. While attending law school full-time, she obtained a Master of Business Administration (MBA). She has a Bachelor of Arts in Sociology with a minor in Business Administration from the University of Florida.
Attorney Brantley is an active member of the Florida Bar and is admitted to the U.S. District Court (Northern, Middle, and Southern Districts of Florida), U.S. Bankruptcy Court (Northern, Middle, and Southern Districts of Florida), and the U.S. Tax Court.
Jennifer Baukol is a seasoned business entrepreneur with over 20 years of experience. She was the founder and CEO of an award winning home health care agency, STEPS Home Care, which serves Westchester, Nassau and lower Fairfield county. Under her leadership, Steps Home Care grew from a small start up to a company with over 100 active employees and over $5 million in annual revenue. Jennifer sold Steps Home Care in August 2021. She received the 2019 Business Council of Westchester Rising Star award.
Prior to STEPS Home Care, Jennifer owned and worked in the mortgage and financial services industry. She also holds a Real Estate Sales license specializing in commercial real estate and development.
In addition to her business ventures, Jennifer is active in supporting other local organizations including her children's school and PTA; and volunteering for Sharp Again Naturally, a non-profit that brings more exposure to the issue of brain health. She also coaches JV soccer at her alma mater, School of the Holy Child.
Jennifer holds a BS in Business and a MBA with a concentration in Business Marketing from Sacred Heart University. She grew up in Westchester County, NY, and now lives there with her husband, Peder, small dog “Gnocchi” and three small children who all enjoy their great-grandma’s weekly Italian homemade pizza Friday dinners.
Jose has extensive experience leading marketing and commercial growth strategies for large multinational companies across different sectors and geographies. As Marketing Manager for Baxter International, he led exponential growth across high-margin businesses, enabling life-saving solutions oriented to rare disease patients. Similarly, Jose's transformational leadership contributed to drive major growth as Marketing Director for Sanofi Pasteur for different countries in LATAM.
Recently, Jose has been leading different growth strategies for a top CPG international company serving as marketing lead for a variety of businesses ranging from mass consumption home care products in LATAM, to specialized oral care therapeutics solutions at a global level.
Jose has also been widely involved in the entrepreneurship ecosystem, serving as board member for entertainment, logistics and real estate start-ups, as well as a top advisor for SMB through the local Chamber of Commerce in Colombia.
Jose received a BA in Economics from Fairleigh Dickinson University in New Jersey and an International MBA from La Salle Ramon Llull University in Barcelona, Spain.
Karen’s professional career includes over ten years in the financial services sector where she worked as a valuation services consultant, an equity research analyst in the real estate sector, and later, as a manager, where she focused on undergraduate recruiting, on-boarding, training, staffing and compensation.
Karen took time off from full-time work to raise her two children and has become an active civic leader. She recently served as President of the Junior League of Greenwich, and served for five years on the Stanwich School Parent Association board. Her volunteer roles have included strategic and financial planning, fundraising, event planning, governance and community building.
She received her undergraduate degree in Economics from Lehigh University and her MBA from The Columbia Business School.
Kelly spent her professional career at Morgan Stanley in the Fixed Income Sales and Trading Division. She started as a Sales Assistant on the Money Market Desk and worked her way up to a Vice President on the Short Term Corporate Bond Trading Desk. During this time, she also attended NYU’s Stern School of Business, earning her MBA, with a concentration in Finance.
She left the corporate world to stay home with her three daughters, and was involved with volunteering in their school and extracurricular activities. She has served as co-President of the Parent Association at Rye High School, and then at the School of the Holy Child. Both are in Rye, N.Y. She holds a Bachelor of Science in Management from SUNY Binghamton.
Laurie’s professional experience has positioned her as an outstanding sales, general finance, and ecommerce advisor. As the Head of Consumer Sales at Poly, Laurie developed a global omnichannel retail strategy which helped define the ecommerce and brick and mortar sales plans. She was also tasked to manage the P&L and build out the annual operating plan which included revenue targets, marketing budgets, and expenses. As the Director for Consumer Sales at Plantronics, she developed the sales strategy to launch a new line of console gaming headsets. Laurie has been involved in pricing strategies throughout her career and understands the long-term planning that needs to be done to become profitable. She has excellent data analysis skills with a strong understanding of market trends.
Laurie has also held various leadership roles in the community including being Chair of the Parent Association at her children’s schools, as well as running numerous fundraisers for nonprofits. Laurie has a degree in Finance and Accounting from Pennsylvania State University.
Manju Panjwani is a highly skilled IT professional with extensive experience in leading and delivering technical solutions across multiple industries. With a proven record of successful project management, Manju excels at translating business requirements into functional and non-functional requirements. Her expertise in data analytics and visualization using Tableau, as well as her proficiency in Java, SQL, Python & R, enable her to solve complex problems with ease.
Manju has a strong track record of collaborating closely with stakeholders to identify business needs and provide consultative solutions. She is a certified Scrum Master and Product Owner, with experience working in Agile environments. Her people-centric approach and leadership style have enabled her to successfully mentor and train team members.
In her most recent role as Partner-IT Operations at Baja Cantina, Manju spearheaded the transition of the POS system, leading to a 45% increase in revenue. She also formulated standard operating procedures during COVID that improved operational efficiency by 25% and designed gamified training for bilingual restaurant staff.
In addition to her professional experience, Manju has actively contributed to multiple non-profit organizations as a board member and volunteer. Her involvement in STEM mentorship, fundraising, and treasurer roles has made a significant impact on the local community.
Manju holds a Master's in Business Administration (Finance) from the University of Delaware, and a Bachelor of Engineering (Computer Engg.) from the University of Pune.
Marco Martinez de Alba
With more than 20 years of experience in the pharmaceutical industry, Marco is a results-oriented executive with a strong focus on innovation and brand development. Marco began his career at GlaxoSmithKline where he held various roles in different areas such as Supply, Procurement, and Sales and Marketing. This allowed him to develop an in-depth understanding of how pharmaceutical companies operate.
Marco currently collaborates with Sanofi, where he has had the opportunity to create new business units, developing innovative sales force models, new training deliveries and maximizing profitability of mature brands. He has led the development of new product strategy, from the ideation process, testing with consumers, to its manufacturing and final launch. He also developed innovative medical promotion models through the use of digital tools. He has led large teams and prides himself on having developed a number of talented teammates throughout these years. Marco is passionate about innovation, strategy, marketing, and problem solving. Above all, he is passionate about people.
Marco received an BA in International Affairs from Universidad Iberoamericana in Mexico City and an MBA from W.P. Carey School of Business.
Matthew Deitch has built his career around Strategy, Growth, and Marketing as key areas of focus. Matt started his career in marketing and advertising at the global agency Grey. After business school, Matt spent several years consulting for the Boston Consulting Group, where he advised Fortune 500 companies on their long term strategic plans. Matt advised firms across multiple industries, working with consumer goods, industrial/manufacturing, healthcare, and auto manufacturers, on a range of problems including pricing, technology roadmap, and marketing strategy.
From there, Matt built and ran the Strategy department for a large Financial Services firm, responsible for over $230 Billion in Assets Under Management. He now sits on the board of three for-profit organizations in finance and real estate, and one non-profit organization, The Elevate Prize, which provides funding, awareness, and business support and training to multiple non-profit grant winners every year. Matt holds a B.A. in Communications from the University of Pennsylvania, and an MBA from The Wharton School.
Molly’s professional expertise has positioned her as an operational and finance leader within the food and hospitality industries. Her first experience with the food industry was at HelloFresh, when they first launched in the United States. She built and managed the finance function for HelloFresh USA during its high-growth phase, including the IPO of its global business in 2017. She owned all finance functions for the domestic business, including AP, AR, accounting, tax, and FP&A. She then joined Dig Inn, a fast casual concept with 30+ locations across the Northeast. She held various finance and operations leadership positions at Dig Inn, including overseeing the PnL for the full fleet of Dig Inn’s locations.
Most recently she was at Wonder, an innovative food tech startup in the NYC area. As part of the leadership team of Wonder’s incubator program, she helped develop new business lines.
Molly received a BS and MS from Syracuse University and an MBA from The Wharton School of the University of Pennsylvania. Molly serves on the Young Whitman Alumni Council, part of the board of Syracuse University’s Whitman School of Management.
Nancy began her career in finance at Merrill Lynch and quickly transitioned into their internal consulting group. During this time she worked on many business process re-engineering and process integration projects. After earning her Masters, she worked at boutique consulting firms serving the financial services and pharmaceutical industries. As such, she worked on many strategy projects and cost-cutting initiatives. She also worked on implementing a large scale T&E expense system throughout the country and Latin America, including business requirement collection, Beta testing, training, and troubleshooting.
More recently, she has served in multiple volunteer positions with her home school district and with Girl Scouts of Nassau County. Nancy holds a BS/BA in Finance & Accounting from Washington University, and an MBA in Finance & Management from NYU Stern.
Through her personal and professional experience, Patrycja has honed her skills in problem-solving and strategic thinking. Patrycja moved from Poland with her parents at the age of 3, and from a young age she began helping her father with administrative tasks related to running a small plumbing business in NJ. Resources she created have given her father greater confidence in running a successful business on his own for the last decade and counting.
Patrycja graduated with a Bachelor's from Princeton's School of Public and International Affairs. Throughout her coursework and independent research at Princeton, she created recommendations on major public and international issues using both quantitative and qualitative insights.
Following graduation, Patrycja worked as a Client Service Associate at AlphaSights, where she partnered with major consulting firms to help address knowledge gaps and increased her commercial acumen and business exposure. She now works as a Global Markets Relationship Management Analyst at Citi where she supports Relationship Managers in identifying revenue gaps and driving commercial outcomes. She is based out of Manhattan.
Sara was SVP, Head of Investor Relations and Treasury at Nielsen from 2016 until December 2022, when the company was taken private by a private equity consortium. At Nielsen, she was involved in a broad range of strategic and finance initiatives, including developing, leading, and executing the investor relations and treasury strategies during a period of significant change, including a strategic review, activist investor, leadership transitions, spin and sale of half of the company, and subsequent sale of remaining business.
Prior to joining Nielsen, Sara spent 15 years at Bank of America Merrill Lynch, where she was a Managing Director and the lead analyst covering publicly traded companies across multiple sectors, including business and information services, IT services and payments, payroll processors, professional services and for-profit education. Sara also worked at American Express in its interactive investments strategic venture capital group and as a strategy consultant at Bain & Company in Boston and Paris.
She received an MBA from Harvard Business School and earned her BA in Economics and French from Amherst College.
Tricia is a seasoned product manager, having launched and stewarded consumer facing software and online products. She has experience with managing full product lifecycle from ideation, consumer research, development, marketing plans and launch, including an early version of QuickBooks Online.
Over the last 15 years Tricia has contributed her time and talents to a select group of nonprofits and volunteer roles, including for Palo Alto schools, Human Rights Watch and the Boys & Girls Club of the Peninsula. Tricia led fundraising campaigns for a national non profit and advocacy organization raising over $1 million each year. She sits on the Buck/Cardinal Club Board at Stanford University and is an avid fan of Stanford athletics. For the last 4 years Tricia has worked part-time in Admissions for a graduate fellowship at Stanford University.
Tricia received a BA in International Relations from Stanford University and a MA in International Affairs from Johns Hopkins School of Advanced International Studies.
A relish, a condiment, a marinade, and a salsa. That is Cha Cha. Rooted in the Black south, it typically includes cabbage, green tomatoes, peppers, garlic, onions and spices. Making Cha Cha preserved the bounty of produce from family gardens.
Linda Williams-Pruitt and her husband grew up eating their families’ Cha Cha. Linda actually learned to garden alongside her mother and grandmother. Her passion led her to become an urban farmer and master gardener. In 2010, she created Mrs. Pruitt’s Cha Cha, named after her husband’s grandmother and her Cha Cha recipe. The recipe dates back to 1830!
Mrs. Pruitt’s Gourmet Cha Cha is not just delicious and versatile. For Linda, it’s also a way to transmit Black history and culture. So to honor Juneteenth, TAP is recognizing Mrs. Pruitt’s Cha Cha, and the work Linda has put into building this business.
Linda sought TAP’s assistance to help grow her company. She had an extensive schedule of farmer’s markets, and wanted to build her retail store presence. Linda was concerned about financials, cost, branding and marketing and sorting out team responsibilities.
In a post-project survey, Linda praised her consultants Suzy Haber Wakefield and Teresa Shock. She wrote, “The process was superior. I would not change a thing . . . What was so positive was that they kept me on track to the point that I can see the light at the end of the tunnel.”
Teresa focused on financials, with an emphasis on helping Linda understand her cost of goods, and its impact on profit margins. Teresa and Linda worked together to organize Mrs. Pruitt’s financials in QuickBooks, making it a valuable source of information for Linda to draw on. One key takeaway was the need to manage expenses and hold vendors accountable.
Suzy focused on marketing and brand awareness. Using TAP’s proprietary Website/Brand Audit tool, she and Linda took a hard look at the Mrs. Pruitt’s website. They found a number of ways that changes to the website could better support the brand.
With the audit, Linda now has a roadmap to strengthen her branding and messaging. Equally important, Suzy and Linda identified social media and marketing resources that might be available in the community, thus reducing the need to rely on paid consultants.
It may be an old recipe. But it’s a thoroughly modern business.
#juneteenth #blackownedbusiness #smallbusiness #entrepreneur #food
Quality ingredients are essential when you bake. They’re also critical for building a business.
Colleen Orlando and Rian Finnegan are the perfect mix at Little Loaf Bakeshop, a queer and trans owned vegan bakery, founded in 2021 in Poughkeepsie, New York. Little Loaf reflects Colleen and Rian’s values. It’s accessible, welcoming, sustainable, locally sourced, and committed to fair pricing and employment.
To celebrate Pride Month, we’re diving into Little Loaf’s story. Colleen and Rian have created a safe and welcoming space for the queer community, especially teens, at a shared commercial kitchen at the Poughkeepsie Underwear Factory (PUF), which is operated by Hudson River Housing. And they’ve developed a real following. Customers can buy the goods at the Cafe at PUF and at Hudson Valley farmers markets.
With their vision, Little Loaf is growing and thriving. But they needed some extra help with their financials. TAP consultants Susan Newman and Kathryn Koessel stepped in and gave Colleen and Rian a crash course in Finance/Accounting 101. Colleen and Rian now believe they can “forecast how we grow in a profitable way” with a “financial model that we can use for years to come.” They appreciated how hands-on Susan and Kathryn were, both in their meetings and in their work outside of the meetings.
The TAP team focused on three key areas:
The TAP team also helped Little Loaf understand their product costs and margins in order to become more profitable. As a result, they eliminated low-margin products which weren't big sellers; and they increased the price on other products which were big sellers, but were priced too low.
In addition, Susan and Kathryn also took Colleen and Rian through a TAP-created Food Finance Webinar, providing some sector-specific context for the financial discussions. At the end of their sessions, Colleen and Rian had a comprehensive costing model that allows them to calculate the product cost of each item, as well as a financial projections model that allows them to project profitability and cash flow based on changing assumptions.
The end result of all this hard work? Perfectly delicious treats. As for the rest of us? We can simply enjoy.
#pride #pridemonth #LGBTQ+ #clientstory
Photo credits: Jen Evans (Lead Baker!)
Christina Ng Positions Restaurant to Welcome New Business
Seafood comes fresh out of the fish tank, makes a trip to the kitchen, and then ends on your plate. Whether you’ve come for lunch, dinner, or a special occasion, the food at Grand Palace is always the focus.
Christina Ng, owner of Grand Palace Restaurant in South San Francisco, needed to add additional marketing capabilities to meet the challenges of the post-Covid environment.
Grand Palace restaurant has been in business since 1998. Focusing on a daily dim sum menu and banquet space, Grand Palace is known for its welcoming atmosphere, authentic Cantonese food, and always fresh cuisine. Christina, a passionate and hands-on business owner, is onsite daily. She’s also involved with her community and the local Chamber of Commerce.
Christina reached out to TAP for guidance on marketing that would help replace revenue lost due to the pandemic. She was extremely interested to learn how to market to the corporate segment. South San Francisco has many offices, so she wanted to reach out to corporate customers in order to stabilize her revenue stream in a difficult economic environment. TAP consultants May Lee and Ping Yu focused on three areas:
What did TAP do?
TAP did extensive research for Christina in order to create an effective marketing plan for corporate customers. First, TAP identified which corporate customers to go after. Second, TAP did a careful review of Grand Palace’s website. Third, TAP developed guidance on how to use various marketing channels to grow the business. The resulting plan included a target customer list that was focused on the growing biotech industry in South San Francisco; specific recommendations for changes to the website to better represent the brand and reach current as well as prospective customers; and guidance on how to meet customers through Doordash, UberEats, and Yelp.
As Christina incorporates TAP’s work into her restaurant planning, she looks forward to welcoming new and existing customers to Grand Palace for a delicious meal.
This project was part of a partnership between The Acceleration Project (TAP) and San Mateo Economic Development Association (SAMCEDA). The Women In Food Boot Camp program provides local businesses with high-impact strategic, financial, operational and marketing support to fuel their growth and thereby strengthen the local San Mateo County economy.
#AAPI #womeninbusiness #AsianAmericanPacificIslanders #AAPIHeritageMonth #AAPIMonth #entrepreneurs #smallbusiness #food #restaurants #California #SanMateo #SAMCEDA
Esther Salata and Benny create a safe outdoor environment with Benesafe Solutions
What do you do when you want to send your dog, Benny, out to play but you don’t want to use harsh or toxic chemicals in your yard to keep away mosquitos, ticks, and fleas? If you are Esther Salata AND you have degrees in Conservation Ecology and Environmental Science and Ecology, you create a natural lawn and garden spray. Of course you name it after Benny!
Enter Benesafe Solutions. Benesafe uses a proprietary blend of non-toxic ingredients to keep outdoor areas free from annoying pests. Best of all, it doesn’t harm people, pets or “good” insects like bees and butterflies.
Growing a small business has many challenges. For Esther, her current distribution channels were not driving sales to the level she wanted. She knew there were better ways of thinking about sales, marketing, and branding, so she turned to TAP for guidance.
What did TAP do?
TAP consultants Jessica Ziegler and Jessica Mashkevich worked with Esther to do a deep dive into branding, distribution channels, and marketing collateral.
Taking advantage of growing environmental awareness, each of these small steps added up to an actionable marketing plan for Benesafe, allowing Esther and Benny (the official Benesafe mascot) to get the word out and build sales.
Esther wrote this in a post-project survey: “TAP provided me with two women mentors who were a perfect match for my business. They provided great perspectives that no other mentor has provided. I also feel more empowered to have such successful consultants who believe in me.”
#AAPI #womeninbusiness #AsianAmericanPacificIslanders #AAPIHeritageMonth #AAPIMonth #entrepreneurs #smallbusiness
Volunteering is sometimes a path to re-entering the workforce. Check out this blog we wrote for iRelaunch about the path of strategic volunteerism.
TAP clients are experts in their business. They run restaurants and make packaged foods. They have retail stores and sell amazing products. They're personal trainers, landscapers, aestheticians, manufacturers, wholesalers and run non-profits and after school programs. So how does TAP help? Our consultants know how to increase sales, improve margins and operations and market a business. Watch these stories to hear what clients have to say about working with TAP.
About this blog
This blog features some of our client engagements.