Laura Allen
If you have been dreaming about starting your own business, and being your own boss, but have no idea what you should be doing, one solution is to keep your eyes open. Laura Allen shares with us how her partner and her came up with the idea to start 15SecondPitch and how the business has grown in the last couple of years.
Laura Allen got her bachelor’s degree at Eugene Lang College and her masters in Media Studies from The New School. In 1993 she took computer classes and it made all the difference in her career, as it brought to light her interest in technology. In September 2001 Laura started freelancing as a marketer and a consultant. On Valentine’s Day, February 14th 2002, Laura and James (Jim) Convery founded 15SecondPitch.
Laura and Jim were at a technology-networking event in Los Angeles, California, when they first came up with the 15SecondPitch idea. They realized how hard it was for IT professionals to communicate what they did for a living to a non-technical person, and thought of an easier way to do it. According to Laura, the main idea of having a 15-second pitch is being able to “lock the other person in since the very beginning, so that he or she wants to learn more”. Laura and Jim are a couple and co-founders of 15SecondPitch. They live and work together, but they have distinct roles. Jim is responsible for the technology part of the business, while Laura markets it. They share the same vision for the company, which helps them stay focused.
Initially Laura and Jim created the website for people to order business cards with the 15SecondPitch and a photo, but soon they realized that people needed help with their marketing pitch. Laura created workshops in which the participants have a chance to learn about each other and brainstorm creative ideas to help them write their pitch. I attended the “For Women Only” workshop and it is really powerful!
Laura says that it was a challenge at first to give the workshops, as she had not done it before. Her friend David Polinchock, owner of Brand Experience Lab, suggested that Laura test out her workshop, give it for free and see the attendees’ reaction. Laura recalls that the workshops were full, and well-known experts in networking and highly regarded people who went to the event saw its real value. The experience helped Laura build up her confidence and start giving the workshop twice a month.
From the feedback she received, Laura launched workshops on networking strategies and on requesting a salary increase. Laura was surprised to find out that many women do not go to networking events, and if they do, they stand in a corner not talking to anyone. She helps them by encouraging and giving them enough confidence with their pitch to start a conversation, and she also helps them learn the networking events they should be attending.
Moreover, Laura notes that most women tend not to ask for a salary increase, even though they believe they deserve one and that their efforts should be recognized. Laura works with her clients and helps them to prepare a presentation of their accomplishments and ask for a raise, and the results have been incredibly effective. One-on-one consultations are also available to further help her clients with their personal and professional strategies to advancement. “I like working with individuals and I really love to solve problems,” she remarks.
The product most recently added to the company’s services is the 30-day Marketing Action Plan that allows companies to see immediate results. In the future, Laura and Jim are planning to franchise 15SecondPitch, as people from different cities have been requesting it. They are also considering offering the workshop by phone and online, and Jim is working on the technological aspect of it to make it work.
Even though Laura seems to have her hands full with her clients and marketing the business, she finds time to contribute her expertise to non-profit organizations. One of them is the Streetwise Partners, which helps young adults from 18 to 26 years old develop strategies to get a job in corporate America. She teaches the students how to come up with their 15-second pitch.
Laura mentions that while owning a business is a full time job, it does not always bring a regular paycheck. Her advice to aspiring entrepreneurs is to have at least one year of funding in the bank, so that you can continue marketing the idea until it becomes successful.
Laura is a member of several organizations such as NAFE and NAWBO, and she acknowledges the importance of keeping herself educated. She advises entrepreneurs to read books on marketing, sales, publicity, and most importantly to “hang out with smart successful people from different fields, who have successfully done what you want to do.”
Overall, Laura highlights the importance of having a business and a marketing plan, as well as a PR strategy. “Do not think you need to do everything because you do not. Find somebody that you trust to do the things outside your area of expertise and pay them accordingly.”
To find out more about Laura Allen, Jim Convery and 15SecondPitch’s products and services, visit their website www.15secondpitch.com.