Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Candyce Edelen, President, and CEO of PropelGrowth, located in Fort Collins, CO, USA.

What's your business, and who are your customers?

We teach business owners and sales teams of B2B technology and services firms how to use LinkedIn to prospect for sales leads and consistently get meetings with cold leads.

Tell us about yourself

I have been an entrepreneur since the 90’s. After co-founding two fintech startups in the 2000’s I turned to helping small tech companies grow. We operated as a go-to-market strategy consultancy for years, and the one thing all our clients needed most was to get in the door with their ideal prospects. So we shifted in 2020 to help more directly with that specific problem.

What's your biggest accomplishment as a business owner?

I LOVE helping small business owners and salespeople in small companies overcome roadblocks and start consistently and reliably building a pipeline of sales leads. When I see them grow confident in their ability to systematically and predictably bring in revenue, I get goosebumps. Because that means the company will be able to thrive and grow.

What's one of the hardest things that come with being a business owner?

Consistently doing the right things. I’m constantly faced with a plethora of options for how to spend my time and where to invest in my business. But we have limited time and resources, so the focus is critical. What’s hardest is making the decisions around what not to do, so we ensure that we’re consistently working on the few things that will have the most impact on our clients. It’s easy to get distracted by the next shiny object.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Be conservative with expenses. You need a cash reserve so you can make good decisions and not get desperate for new sales.
  2. Always keep your sales pipeline full. No matter how busy you get, never stop prospecting for new clients. This allows you to be choosy and not take bad deals. It ensures a steady stream of revenue. It prevents the feast or famine cycle that so many businesses face.
  3. Focus on a niche. It’s counter-intuitive, but the smaller your target market, the faster you will grow. But when selecting a niche, be strategic. Pick one where you have an “in.” Maybe you already know people in the niche, you have a track record, and you have clients who can refer business. So many people pick niches that they can’t access and then struggle. Go for the lower-hanging fruit.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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