Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Jennifer DeRosa, Founder of Toto Coaching, located in Longboat Key, FL, USA.

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

Entrepreneurs, Small Businesses, Non-Profits, Hobbyists, or anyone building their own website will save time and money by enrolling in the Toto Coaching online course with live coaching. Toto Coaching is a complete web-building course. Our professional website development experts will take you through our proprietary web-building process we developed over the last 22 years, from start to finish. If you are trying to build or fix a website, most likely, you have no website development experience. You are told by some online platforms that it is easy to build a website in a few steps. These online platforms leave out about 95% of the steps you need to complete in order to build an EFFECTIVE website.
We have this statement on our home page:

If someone was given Picasso's paintbrush, would they automatically be able to create a masterpiece? Of Course Not! Just because you sign up for a website-building platform doesn't mean you will "know" all of the steps it takes to build your own website from scratch that will resonate with visitors, sell your products or services, or get found by search engines like Google! DIY website builders will save hours and hours of time trying to build a website correctly with the Toto Course, as the self-paced course contains the steps you need to perform in order.

No more searching for random videos and articles online. Technical concepts are explained to you in non-technical terms so that you understand what you need to do in order to appear in the search engine's search results! This saves you time and money! You can see our course modules and lessons here.

Tell us about yourself

I have been working with entrepreneurs, small businesses, medium businesses, and organizations for over 22 years, helping them build an online presence through their websites. In 1994, I was curious about the Internet and building websites, so I took a course at Providence College in the evening to learn HTML. From there, I completed a computer certificate program at the Chubb Institute of Technology in West New York, NJ. I worked in desktop support and managed a help desk for a large national credit corporation. I then started my own company, originally called Executive Pages, and eventually changed the name to TechCare. I helped people with their IT infrastructure and websites, and our focus changed to website development only.

During the 20+ years I owned TechCare, I worked with all types of people who were trying to make success happen, and one of the pieces to that success was a great website. Being part of their "team" is an amazing experience, as it is exhilarating to be on a mission for greatness! I had a successful exit from TechCare in December 2021 when TechCare was sold to another agency. I love working with my customers. I love growing their business. What we do is tangible, and my customers are able to see results immediately. I am helping them put their best face forward to the global community.

I think the biggest reason for my success is that I really care for my customers and their livelihood. I genuinely want entrepreneurs and businesses I help to grow and bring success!!! My customers know this, and you can see proof of this in the testimonials on the home page of Toto Coaching and in the Google Reviews left for us.  

  • I am passionate.
  • I am caring.
  • I am an expert.
  • I am inspirational.

These qualities together will bring success to all of our students!!!

What's your biggest accomplishment as a business owner?

TechCare Exit. I sold my successful web development agency in December of 2021. My team and I built a solid book of the business founded on proven strategies, energy, and caring.

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

I think the hardest thing that comes with being a business owner for me is finding the time to get what needs to be done, done. I have no problem working hard and being laser-focused 100% of the time, but I find that there are so many tasks to complete when starting a new business it is overwhelming. I am organized, and I know what steps need to be performed when it comes to the digital world, but it is difficult to find the time to complete all of the tasks.

I also enjoy working with a team, and when you start a new business from the ground up, a lot of the time working is sometimes spent working alone, which for me can be draining. I love working with a group of people on a mission!!  In the beginning, when you are starting a business, you may not have the budget to hire others to help you, or you hire an agency or some people, and sometimes they disappoint you, wasting time and money. Because of these factors, when I find someone that fits our culture and is capable, I hold on to that person! I want to build a great team that supports each other and our clients, and this can be a hard thing to build.

Others might find technology, such as setting up their website, email marketing campaigns, social media channels, branding, etc., the most difficult thing about starting a new business, and this I can see as a HUGE challenge for regular people who do not have almost 30 years experience in the technology industry. These are all steps you must take in this day and age, and these steps can be daunting. This is the reason I created Toto Coaching, to help regular businesses and organizations get up to speed quickly and properly with their online presence.

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

  1. Do it right, or don't do it. If you are going to start, run and grow a business today, do it right, or don't do it at all. Establish your presence from the get-go as if you were a large corporation or someone was making you an offer to purchase your business. Imagine that you are running an advertisement during the Superbowl. What does this mean? It means getting a logo and paying for it. A good one. Don't skimp on this. Build an amazing website with messaging that talks to the heart of your customer and that is built so that search engines return your website in search. Take time for outreach to your community. Dot your Is and cross your Ts. Go all in so you have no regrets later.
  2. Spend some money on the right things. Spend money on a logo. This is your 1-second "elevator pitch" to the world! Get it done right by a professional that learns about your business and your culture! Spend money on either having someone talented with a LOT of expertise build your website, or you build it on your own by following a course such as Toto Coaching to build it properly through and through. Purchase software where you need to purchase it. Be willing to invest in this venture. Put your money where your mouth is.
  3. Work hard and play hard. Having a work-life balance is very important when you set aside time to build your new business, focus during those times, and don't waste time scrolling through social media, putting laundry in, or other when it is time to work, WORK. Focus 100%. Some call it "deep focus" or "hyperfocus." Whatever you want to call it, do it. Then, have a time when you stop working, and do the other things you need to do in your life, whether it be taking care of a home, spending time with your spouse or children or family, volunteering, or things in your life that strengthen your relationships with others, take care of the things you need to do to stay afloat, and things that give you back some energy to keep going.

Where can people find you and your business?

Website: https://totocoaching.com/
Facebook: https://www.facebook.com/totocoaching
Instagram: https://www.instagram.com/totocoaching/
Twitter: https://twitter.com/TotoCoaching
LinkedIn: https://www.linkedin.com/company/totocoaching/

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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