Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Patty Caballero, Founder and Principal of PSC Consulting, located in Maplewood, NJ, USA.
What's your business, and who are your customers?
PSC Consulting is a communications consultancy for emerging companies. We work as an in-house communications and marketing team for companies that need the expertise. We combine our significant experience and long tenure with large companies with our entrepreneurial spirit to help companies build a communications function, create a compelling narrative and amplify their message to reach their target audiences and grow their business.
Tell us about yourself
I spent most of my career in corporate America, working for Fortune 500 companies or big public government entities. It was an enormous learning opportunity, and I have experienced some monumental moments. One of the things that I was keenly aware of was the interconnectedness of everything. When you communicate something in one area, it impacts the decisions made by another. When you take action in one department, it impacts the ability of another department to do what they need to do. This realization brought out my entrepreneurial side. I was frustrated by the siloes in which people worked, and I saw possibilities for improving things.
I was working in a large NYC-based agency and saw how the relationship between clients and agencies was deteriorating. Systemic issues make it hard for a client to get true value out of an agency and for an agency to serve the client in the way they need. So I ventured out on my own, determined to find a better way. I realized there were organizations that needed communication and marketing services, but they were not being well-served by existing models. They needed more guidance and counsel that would normally come from the in-house communications team. But they didn't have that. So I build a consultancy as a fractional communications team. I work with my clients as an in-house team member. Our relationship with our clients goes much deeper than traditional client-vendor relationships. And this has made a huge difference.
Being able to provide that in-depth support motivates me every day. I am excited to go deep with companies to build and communicate a story that will help them reach new heights.
What's your biggest accomplishment as a business owner?
Building a profitable business that serves its clients and employees well is something I am very proud of. We have broken new ground. I've built a business that works with exciting companies and employs tenured professionals who have a lot to offer to the market but are looking for a different model.
What's one of the hardest things that comes with being a business owner?
There is no instruction book for starting a business and learning to do or manage functions that you haven't done before takes work. Suddenly you need expertise in areas you didn't know before. Embrace learning, lean on others, and ask questions. You don't have to be the expert. You just need to understand what is happening and how it fits in your business and have the right people with the right expertise help you.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Commit to the business. A business can start as a side hustle, but if you really want it to grow, commit and put the time in.
- Don't be afraid of rejection. Many people have great skills to offer but do not consider themselves salespeople. You can sell a product you are passionate about. Do not be afraid of the no's you will hear. Every yes you get will far outweigh any no you hear along the way.
- Learn fast. Every time you hear a no, take the time to reflect on why. Is it the pricing? Is it an unclear offering? Are you selling to the wrong buyer? Every rejection will help you better understand your niche and perfect your offering.
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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