Direct-to-Consumer Solutions

Interested in starting your own entrepreneurial journey in business consulting and services but unsure what to expect? Then read up on our interview with William Dean, Partner of Kathleen Schultz Marketing, located in Oakland, CA, USA.

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

We are a marketing/merchandise consulting boutique in the D2C market. Our customers are companies in the $3-25MM sales range.

Tell us about yourself

I started with Sears when it was the giant of retailing and then progressed through working for and leading smaller D2C companies, several of which also had a retail operation. My final "corporate" position was as COO of a $50MM catalog/retail division of one of the largest D2C companies in the country at that time, Hanover Direct. Since then, I have been a consultant working with companies, investors, and entrepreneurs on D2C strategies, management, and merchandise issues. Always trying to drive the company to higher profits and sales. This has been in both the US and abroad. In addition, I have been a sought-after speaker at conferences (pre-COVID).

What's your biggest accomplishment as a business owner?

I never owned a business other than my consulting. In that, I would say my small monthly newsletter, which had a circulation of over 200 to C-level executives in the D2C industry, was quite an accomplishment, especially since the annual subscription price was $250. Unfortunately, I did not give it the attention it deserved. I feel, in retrospect, it could have had a much larger audience if I had spent more time promoting it.

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

Managing your time! Making sure you concentrate on the things that will grow the company profitably and not get bogged down in the day-to-day problems. Too often in a small/mid-sized company, the employees always wait/defer to the "boss" to solve an issue rather than taking responsibility. But this is the fault of the BO for not empowering the staff.

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

Be sure that you understand the market you're in. Who are your competitors, what makes them stronger than you, or what are the openings for you?
Have or line up strong financial support. Be it lines of credit or other sources of income. Stay close to your financial sources. Not only sales but creditors, banks, etc.
Empower your staff. You do that by hiring good people who have the drive to succeed, not someone who is just there for a paycheck.

Where can people find you and your business?

Website: https://kathleenschultzmarketing.com/
LinkedIn: https://www.linkedin.com/in/william-dean-08a44412/

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.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.