Finding and leveraging your unique set of business strengths and skills can help you turn an idea into a thriving company.
During the 2024 CO— 100 Small Business Forum, Jeanette Mulvey, VP and Editor-in-Chief of CO—, sat down with Marquita Carter, Founder and CEO of Blanket Pancakes & Syrup, and Olivia Cleary, Founder and Head of Design at The Clearly Collective, to discuss how they identified their strengths and put them to good use on their entrepreneurial journeys.
Building a business without outside funding
Carter’s all-natural pancake mix and syrup products — which can be found at major retailers like Costco and Walmart — were born right in her home kitchen out of necessity to support her family.
“We … started locally and we really pushed our brand [through] word-of-mouth,” Carter said, explaining that the buzz in the community was the first step toward building a bigger business. “Funding was something that we did not have.”
While leveraging local community interest, traveling to farmers markets, and pushing Blanket Pancakes & Syrup products on social media and the business website, Carter said she began doing things behind the scenes to set the company up for success in the future.
“We worked on the back end. That's something you can do for free,” Carter said. “We began to all work on our foundation … so that … when we do find the proper investor, … we will be able to walk right into the doors.”
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One of the things that we look for when we're looking for an investor is industry knowledge. Do you understand the industry? Do you understand … our brand [and] what we're trying to do?
Marquita Carter, Founder and CEO, Blanket Pancakes & Syrup
Understanding customers on a deeper level
The Clearly Collective brings a unique perspective to branding through design. With Cleary’s background in architecture at the helm, she leverages her deep understanding of client needs while creating luxury products that embody the essence of the brand, without the need for logos.
“I'll use the Ritz-Carlton, for example. We go to the site, and we talk to every single person, from client relations to the pastry chef and the front desk,” Cleary explained. “[We ask ourselves], what means the most to the experience of every individual that comes through these doors? And how can we exemplify that through a visual narrative, through my artistic style?”
By getting to know her clients, their stories, and what their brands are about at the core, Cleary is able to create luxury gifts with personal stories. This process helps forge deep connections and encourages customer loyalty.
“It's really [about] experiencing and … learning first-hand from every customer how [we] can … represent their story in a beautiful and meaningful way,” Cleary explained.
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Aligning on company values
Both Carter and Cleary emphasized that finding the right partners whose values align with their business is crucial to success and longevity.
For instance, Carter’s search for the right investor isn’t just about money; it’s about their industry knowledge.
“One of the things that we look for when we're looking for an investor is industry knowledge,” Carter said. “Do you understand the industry? Do you understand … our brand [and] what we're trying to do?”
Understanding company values extends to working with clients as well. Cleary has worked with clients in all different industries and has found that each one has unique company culture elements that are important to them. Cleary gave the example of a Cartier project she worked on that centered around the Cartier Mansion on Fifth Avenue in New York City.
“That mansion was purchased with two strings of pearls; that was it,” Cleary explained. “This was a detail that we added in some of their giftings and it speaks to this company culture of history and pride. [Every] single company has [its] own type of pride and history and values, and it's been really amazing to witness and learn about.”
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
