Competitor and Influencer Analysis

Michael Gerber, the author of the renowned start-up business

book, The E-Myth Revisited, makes a case for building systems in
your business that allow you to work ON your business as
opposed to working IN.
The difference being, working ON your business are those
activities and processes that ultimately result in business growthstrategic networking, relationship-building, servant leadership,
that kind of thing. Alternatively, working IN your business might
vary from client to client depending on what kind of impact we
are positioning you to make.
Here are some specific examples of working on your business
versus working in your business:
Speakers
o Working On: Researching and relationship-building key
decision makers whose clients and customers are your
audience.
o Working In: Delivering your talks but nothing else; not
driving sales and traffic to selling your books or
coaching programs.
Consultants
o Working On: Building systems that qualify prospective
clients to maximize processes for business
development.
o Working In: Developing custom proposals for every
prospective client, whether qualified or not.
Caterers
o Working On: Attending every catering function that your
company secures not to work the event but to engage
with the client and their guests.
o Working In: Developing custom proposals for every
prospective client, whether qualified or not.

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Previously, you developed your Perfect Prospect Profile and your

Business Model Generation. You had to spend some time thinking
about the conversation going on in their head, what they are
motivated by, frustrated by and who they might be influenced by;
this should have included brands and individuals.
More importantly, you were asked to identify the keywords they
might be using when searching for a solution to the problem they
currently face along with the Facebook groups, blogs and books
that might create a space for Perfect Prospect to find the answers
they are looking for. The people and companies that run these
Facebook groups and blogs are your Prospects influencers and
your job is to be so aware of what kind of content those
influencers (who, in some cases, are also your competitors) re
developing that you can learn what is important to your prospect.
From there, you can begin to share messaging that reflects your
personal brand in the context of what is important to your
customer and the problem they face so that YOU can become one
of their influencers.
Remember this only TRULY works if your Perfect Prospect
Profile is thorough and complete.
Complete this exercise based on the information you began for
P3, along with the accompany research to identify the people,
brands and organizations that influence your customers. This
should serve as a way for you to start building KEY PARTNERSHIPS
with them on a local, regional and national level.
Identify 3 Local Influencers, 1 Regional Influencer (within a 500mile radius of where your business will be headquartered) and a
National Influencer, someone with nation-wide impact and reach
for EACH of the following categories- Facebook Page, Facebook
Group, Blogs and Authors.
While tedious, this exercise will help you identify how you need to
position yourself if you want to become a brand of influence.

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Your complete analysis (comprised of 5 Facebook Page

Personalities, 5 Facebook Groups, 5 Bloggers and 5 Authors)
should also include a photo of each Influencer.

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Facebook Pages
1st Local Facebook Page
o Page Name: Domi Station
o Administrator (Or Most Active User): Lucas Lindsey
o Administrators (Or Most Active User )Twitter URL:
https://twitter.com/urbnist?lang=en
o Administrators (Or Most Active User ) Instagram URL:
https://www.instagram.com/urbnist/
o Administrators (Or Most Active User ) LinkedIn URL:
https://www.linkedin.com/in/lucasglindsey
o Bio: Lucas Lindsey is the executive director of Domi
Station. He is a self described Curious Connoisseur of
Urbanism, Community Development, & Startup
Economies. Mr. Lindsey was educated at Florida State
University.
o Summary of history and founding of their company or
business: Domi Station is an 8,000-square-foot
incubator open to local entrepreneurs who'd like a place
to work, confer with their counterparts in commerce,
and obtain various support services and coaching. Local
officials who officially opened the incubator this evening
call it the final piece in the framework for an
entrepreneurial ecosystem.
o Products and Services Offered: A network of mentors,
investors, and collaborators. Resources, community,
and a home base.
o What are they known to be an advocate for:
Technology-driven startups engaged in developing and
validating repeatable, scalable business models. Their
programs accelerate startup growth by providing a
network of mentors, investors, and collaborators. In a
time when progress demands innovation.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content Domi post lines up perfectly with
how they describe themselves. The content they post

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o
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o
2nd
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always has something to do with the advancement of

businesses.
What shows up as being important to them based on
what they are posting? Helping entrepeneurs realize
their poetential by building their businesses.
What do you have in common with them based on what
you have learned about them? Both are companies
want to help build technology start ups.
What strategy can you deploy to build an authentic
connection with them? I can ask Domi executives for
mentorship while I am building my business.
Local Facebook Page
Page Name: Springboard Capital
Administrator (Or Most Active User): Alan W. Rossiter
Administrators (Or Most Active User )Twitter URL: N/A
Administrators (Or Most Active User ) Instagram URL:
N/A
Administrators (Or Most Active User ) LinkedIn URL:
https://www.linkedin.com/company/springboard-capitallimited
Bio: Mr. Alan W. Rossiter is the Secretary and Fund
Administrator at Springboard Capital, LLC. In May 2002,
he led the formation of the firm. Mr. Rossiter is also
employed at Florida Angel Investment Alliance.
Previously, he served as the Founder, President, and
Chief Executive Officer at Enterprise North Florida
Corporation in Jacksonville, Florida.
Summary of history and founding of their company or
business: Springboard Capital, LLC is a venture capital
firm specializing in investments in seed and early stage
emerging growth companies in their pre-revenue and
early revenue stages. It also considers investments in
later stage companies, turn-around situations, and
micro-cap publicly traded companies. The firm typically
invests in companies based in the Northeast Florida and
as a co-investor it invests in companies located in other
areas.

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o Products and Services Offered: Investments in seed and

early stage emerging growth companies in their prerevenue and early revenue stages.
o What are they known to be an advocate for: The
planning and preparation of raising private equity
capital.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? Springboard Captal does not have a very strong
pressence on social media but what they do post does
line up with their mission of raising capital for start ups.
o What shows up as being important to them based on
what they are posting? Investing in seed and early
stage emerging growth companies in their pre-revenue
and early revenue stages.
o What do you have in common with them based on what
you have learned about them? Both of our companies
focus on investing in early stage start up companies.
o What strategy can you deploy to build an authentic
connection with them? I can offer any knowledge I have
about the tech industry to this company and in
exchange they can give me information.
rd
3 Local Facebook Page
o Page Name: Florida Angel Nexus
o Administrator (Or Most Active User): Blaire Martin
o Administrators (Or Most Active User )Twitter URL:
https://twitter.com/blaire_martin
o Administrators (Or Most Active User ) Instagram URL:
N/A
o Administrators (Or Most Active User ) LinkedIn URL:
https://www.linkedin.com/in/blairemartin1
o Bio: Blaire Martin is a graduate of The University of
Central Florida. She is a current director at Florida Angel
Nexus.
o Summary of history and founding of their company or
business: The Florida Angel Nexus (NEXUS) powers
angel investment groups statewide. We solve
challenges common for these groups: deal flow, due

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diligence, portfolio management, and need for broader

context. We enable investors to invest in small groups
of their own choosing and meet highly specialized goals
while enjoying the efficiency of a large investment
entity.
o Products and Services Offered: NEXUS's objective is to
enable members to achieve higher returns with less risk
than typical angel groups by combining Floridas
community resources, including our vast university
systems, with the business acumen of NEXUS members
and partners. The group strives to improve Floridas
funding environment and to become a prominent
investment corridor that attracts, creates, and retains
the best talent and high paying jobs for our state.
o What are they known to be an advocate for: Improving
Floridas funding environment and to become a
prominent investment corridor that attracts, creates,
and retains the best talent and high paying jobs for the
state of Florida.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? Nexus only post content on social media that
advocates the creation of industry in the state of
Florida.
o What shows up as being important to them based on
what they are posting? Improving ang generating
industry and innovation in the state of Florida.
o What do you have in common with them based on what
you have learned about them? Both of our companies
want to help entrepeneurs in statring their companies.
o What strategy can you deploy to build an authentic
connection with them? I could ask executives at Nexus
for guidance when starting my business.
Regional Facebook Page
o Page Name: Mosley Ventures
o Administrator (Or Most Active User): Sig Mosley
o Administrators (Or Most Active User )Twitter URL:
https://twitter.com/secretsig

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o Administrators (Or Most Active User ) Instagram URL:

N/A
o Administrators (Or Most Active User ) LinkedIn URL:
https://www.linkedin.com/in/sigmosley/
o Bio: Sig Mosley is the Managing Partner of Mosley
Ventures, a venture fund investing in early stage
technology startups in the Southeast. Widely regarded
as The Godfather of Angel Investing, a title Sig Mosley
earned as president of Imlay Investments, Inc.
o Summary of history and founding of their company or
business: Mosley Ventures is a venture capital fund
investing in early stage technology startups in Atlanta
and the Southeast. They primarily invest in the
following sectors - security software, mobility and
wireless, big data and healthcare IT. Sig Mosley is the
Managing Partner of Mosley Ventures. Since 1990, Sig
has been the most prolific southeast investor in 120
startups with 82 liquidity events. Sig is currently the
record holder of the largest southeast venture deal with
the $5.7 billion acquisition of Tradex by Ariba. Mosley
Ventures is a "for entrepreneur" fund as we invest in
people. We believe in enabling founders to build their
visions into successful companies.
o Products and Services Offered: Investing capital into
tech start ups.
o What are they known to be an advocate for: The
success of entrepeneurs based in the south eastern
part of the US.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? Mosley Ventures content posted mainly deals
with trends about the tech industry.
o What shows up as being important to them based on
what they are posting? Investing in people and not just
companies.
o What do you have in common with them based on what
you have learned about them? Both of our companies

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want to help entrepeneurs be succesful in sarting their

own businesses.
o What strategy can you deploy to build an authentic
connection with them? I could offer any knowledge I
have about the tech industry to Mosley Ventures.
National Facebook Page
o Page Name: Lower Case Capital
o Administrator (Or Most Active User): Chris Sacca
o Administrators (Or Most Active User )Twitter URL:
https://twitter.com/sacca
o Administrators (Or Most Active User ) Instagram URL:
https://www.instagram.com/sacca/?hl=en
o Administrators (Or Most Active User ) LinkedIn URL: N/A
o Bio: An accomplished venture investor, company
advisor, and entrepreneur, Chris manages a portfolio of
over eighty consumer web, mobile, and wireless
technology start-ups as well as an array of mature
enterprises through his holding company, Lowercase
Capital. While primarily known for its investments in
seed and early stage technology companies like Twitter,
Uber, Instagram, and Kickstarter, Lowercase has quietly
grown to be one of the larger venture funds in the
United States.
o Summary of history and founding of their company or
business: At Lowercase, they enable startups, fuel the
ambitions of their entrepreneurs, help them grow as
people, and marvel at the audacity of their insistence
upon changing the world. They measure the result of
our efforts not just by the multiples they aim to return,
but by the pride they can take in what their companies
build, the admirable individuals their entrepreneurs
become, and the happiness they bring to us all.
o Products and Services Offered: Investment of capital
and advice from seasoned advisors.
o What are they known to be an advocate for: A new
approach to Venture capital funding that stresses the
importance of collaboration more than large initial
capital invetments.

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o How does the content they are posting lining up with

how they describe themselves in their social media
profile? Lowercase Capital post exclusively about trends
in the tech industry and emerging startups which
matches pretty well with how they describe themselves.
o What shows up as being important to them based on
what they are posting? Funding tech startups that will
go on to have a global impact.
o What do you have in common with them based on what
you have learned about them? Both of are companies
want to help startup tech companies by providing
capital and business advice.
o What strategy can you deploy to build an authentic
connection with them? I could ask some of their
company leaders for advice when going into the
venture capital industry.

Facebook Groups
1st Local Facebook Group
o Group Name: CuttleSoft
o Group Administrator: Frank Valcarcel
o Group Administrators Twitter URL:
https://twitter.com/fmdfrank?ref_src=twsrc%5Egoogle
%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
o Group Administrators Instagram URL: N/A
o Group Administrators LinkedIn URL:
https://www.linkedin.com/in/fvalcarcel?
trk=extra_biz_connect_hb_upphoto
o Bio: Valcarcel is a software developer that's mostly into
Python and Javascript, but also has experience with
Java. He is the founder of a small software development
firm: Cuttlesoft.
o Summary of history and founding of their company or
business: Cuttlesoft takes ideas and turns them into
products. They set clear expectations, write clean code,

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and execute. This is the team you want handling your

MVP.
o
o Products and Services Offered: Cuttlesoft builds apps
for the web, mobile devices, and anywhere else you can
imagine.
o What are they known to be an advocate for: Converting
high-quality ideas into high-quality code.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content cuttlesoft post is mostly about
software development and thus is in line with how they
describe themselves in their social media profile.
o What shows up as being important to them based on
what they are posting? Helping software companies
achieve their full poetential.
o What do you have in common with them based on what
you have learned about them? Both are companies
have an intrest in the advancement of the technology
industry.
o What strategy can you deploy to build an authentic
connection with them? I can ask Cuttlesoft executives
for advice when ivesting in software companies.
nd
2 Local Facebook Group
o Group Name: Bicycle Capital
o Group Administrator: Fabio Vargas
o Group Administrators Twitter URL:
https://twitter.com/fabioavargas
o Group Administrators Instagram URL: N/A
o Group Administrators LinkedIn URL:
https://www.linkedin.com/in/fabio-vargas-69242648?
trk=extra_biz_connect_hb_upphoto
o Bio: Fabio Vargas is the Co-Founder & CEO at Bicycle
Capital.
o Summary of history and founding of their company or
business: Bicycle capital offers Alternative Urban
Transportation Solutions through Customized Bikeshare
and eBikesharing systems.

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o Products and Services Offered: Customized eBike to

work programs that provide an Eco-friendly and cost
effective transportation alternative for businesses and
employees.
o What are they known to be an advocate for: Cost
effective approach to transportation.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content of Bicycle Captal's post are mostly
about transportation and thus is in line with how they
describe themselves in their social media profile.
o What shows up as being important to them based on
what they are posting? Improving your employee's
wellness
o What do you have in common with them based on what
you have learned about them? Both of our companies
are very focused on our employees over all wellness.
o What strategy can you deploy to build an authentic
connection with them? I can use their businesses
service as a way to transport my employees to and
from the office.
rd
3 Local Facebook Group
o Group Name: Strategic Digital Services
o Group Administrator: Matthew Farrar
o Group Administrators Twitter URL:
https://twitter.com/matthewfarrar
o Group Administrators Instagram URL: N/A
o Group Administrators LinkedIn URL:
https://www.linkedin.com/in/matthewfarrar
o Bio: Matt Farrar is a political tech startup co-founder
o Summary of history and founding of their company or
business: SDS is a technology company (first and
foremost) that focuses on data analysis, digital media,
and software development to help companies and
political campaigns achieve real-world success.
o Products and Services Offered: Services: Data Modeling,
Analytics, and Social Media Consulting; Web Design
Services; Digital Advertising; Custom Database

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Development; and Email Marketing. Products: Bundl, a

web-based application that modernizes the political
contribution tracking process for associations,
campaigns, corporations, and lobbying firms.
o What are they known to be an advocate for: Helping the
cycle of entrepreneurship in Florida,
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content of SDS's post are mostly about
politics and technology and thus is in line with how they
describe themselves in their social media profile.
o What shows up as being important to them based on
what they are posting? Coming up with the most
innovative solutions for their clients.
o What do you have in common with them based on what
you have learned about them? Both of our companies
try to create solutions for our clients in the tech
industry.
o What strategy can you deploy to build an authentic
connection with them? I can ask SDS for advice when
dealing with the government.
Regional Facebook Group
o Group Name: 501 Auctions
o Group Administrator: Jon Carrier
o Group Administrators Twitter URL: N/A
o Group Administrators Instagram URL: N/A
o Group Administrators LinkedIn URL:
https://www.linkedin.com/in/jon-carrier-7aab6139
o Bio: Jon Carrier is the Co-Founder of 501 Auctions along
with Teddy Jones.
o Summary of history and founding of their company or
business: 501 Auctions is the Premiere Charity Auction,
Mobile Bidding, and Event Management Solution for the
Modern Non-Profit.
o Products and Services Offered: Each day, 501 Auctions
works to increase charitable fundraising from special
events so that their non-profit clients can focus on
pursuing their missions

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o What are they known to be an advocate for: charitable

fundraising
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content of 501 Auction's post are mostly
about non-profit funraising and thus is in line with how
they describe themselves in their social media profile.
o What shows up as being important to them based on
what they are posting? Non-profit fundraising
o What do you have in common with them based on what
you have learned about them? Both of our companies
seek to help people generate capital to pursue their
dreams.
o What strategy can you deploy to build an authentic
connection with them? I could discuss with this
company methods of generating funds.
National Facebook Group
o Group Name: Slack
o Group Administrator: Stewart Butterfield
o Group Administrators Twitter URL:
https://twitter.com/stewart?ref_src=twsrc%5Egoogle
%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
o Group Administrators Instagram URL: N/A
o Group Administrators LinkedIn URL:
https://www.linkedin.com/in/butterfield
o Bio: Daniel Stewart Butterfield is a Canadian
entrepreneur and businessman, best known for being a
co-founder of the photo sharing website Flickr and team
messaging application Slack
o Summary of history and founding of their company or
business: Founded in2013 by Stewart Butterfield. Slack
was originally an internal tool used by Butterfield's
team at Tiny Speck, the company that made the
multiplayer game "Glitch," but Butterfield decided to
spin it out into its own product and company. The team
started working on it at the end of 2012, but it launched
in beta in 2013.

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o Products and Services Offered: Slack lets users share

files and work collaboratively, in addition to setting up
private groups and sending direct messages to
individual users.
o What are they known to be an advocate for: Human
communication and interaction.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content of 501 Auction's post are mostly
about non-profit funraising and thus is in line with how
they describe themselves in their social media profile.
o What shows up as being important to them based on
what they are posting? Workplace-communication
o What do you have in common with them based on what
you have learned about them? Both of our companies
want to modernize the way tech companies do business
in some fashion.
o What strategy can you deploy to build an authentic
connection with them? I can Mr. Butterfield for advice
when reaching out to tech companies.

Bloggers
1st Local Blog
o Blog Title: andrewchen.co
o Blogger: Andrew Chen
o Bloggers Twitter URL: https://twitter.com/andrewchen?
ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr
%5Eauthor
o Bloggers Instagram URL: N/A
o Bloggers LinkedIn URL:
https://www.linkedin.com/in/andrewchen
o Bio: Andrew Chen has written 650+ essays which have
been featured and quoted inThe New York Times,
Fortune, Wired, and WSJ. The topics range from mobile
product design to fundraising to user growth.
o Summary of history and founding of their company or
business: Andrew Chen worked at Uber where he

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focused on icreasing driver quality before statring his

blog.
o Products and Services Offered: Long-form essays on
whats going on here in Silicon Valley.
o What are they known to be an advocate for: Clarity in
the tech industry and transparency in silicon valley.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content posted linees up pretty well with
the overall message conveyed throughout their social
media profiles.
o What shows up as being important to them based on
what they are posting? Transparency and clarity in the
tech industry.
o What do you have in common with them based on what
you have learned about them? Both of our companies
want people in the tech industry to be informed on
what is going on in silicon valley.
o What strategy can you deploy to build an authentic
connection with them? I could consult with this blogger
when looking for information on trends in silicon valley.
nd
2 Local Blog
o Blog Title: A Smart Bear
o Blogger: Jason Cohen
o Bloggers Twitter URL: https://twitter.com/asmartbear/
o Bloggers Instagram URL: N/A
o Bloggers LinkedIn URL:
https://www.linkedin.com/in/jasoncohen
o Bio: Cohen built four software startups, both
bootstrapped and funded, both alone and with cofounders, built all to more than $1m in annual revenue,
sold two, and current serve as CTO of the fourth,
http://WPEngine.com, with 380 employees
headquartered in Austin, Texas.
o Summary of history and founding of their company or
business: This is the home of Jason Cohen, software
startup founder, bootstrapper, investor, and mentor.
Jason does an excellent job explaining the math behind

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more complex subscription forecasting, but also

touches on topics like marketing and company culture.
o Products and Services Offered: Explaining the math
behind more complex subscription forecasting,
o What are they known to be an advocate for: Making
starting subscription based businesses easier.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content posted linees up pretty well with
the overall message conveyed throughout their social
media profiles.
o What shows up as being important to them based on
what they are posting? Marketing technology startups.
o What do you have in common with them based on what
you have learned about them? Both are companies
want to help lauch technology startups.
o What strategy can you deploy to build an authentic
connection with them? I could use this blog as a
consultant when helping launch subscription based
businesses.
rd
3 Local Blog
o Blog Title: Haywire
o Blogger: Semil Shah
o Bloggers Twitter URL: https://twitter.com/semil
o Bloggers Instagram URL: N/A
o Bloggers LinkedIn URL:
https://www.linkedin.com/in/semilshah
o Bio: Semil created Haystack, an early-stage investment
firm now investing out of its third fund. He is also a
Venture Partner to GGV Capital. Prior to investing, Semil
held various product and marketing roles as small,
consumer-facing mobile companies, the most recent
one being acquired by Apple. While working and
investing, he has also been a consistent writer about
technology and investing.
o Summary of history and founding of their company or
business: On Haywire, Semil Shah shares stories about
his investments, giving a behind-the-scenes view on

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o
o
o

o
o

why hes working with the companies in his portfolio.

He also shares his thoughts, industry trends, and where
he sees the companies going, from the investors
perspective.
Products and Services Offered: A behind the scenes
view of working with companies in the tech industry.
What are they known to be an advocate for: Investment
in the tech industry. Growth of the mobile phone
business.
How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content posted lines up pretty well with the
overall message conveyed throughout their social
media profile. That message being it is crucial to invest
in the tech industry.
What shows up as being important to them based on
what they are posting? The growth og the mobile phone
industry.
What do you have in common with them based on what
you have learned about them? Both of our companies
want people in the tech industry to stay informed about
what is goin on in silicon valley.
What strategy can you deploy to build an authentic
connection with them? I can use this blog as a
consultant when investing in the mobile phone industry.

Regional Blog
o Blog Title: Hi, I'm David G. Cohen
o Blogger: David G. Cohen
o Bloggers Twitter URL: https://twitter.com/davidcohen
o Bloggers Instagram URL: N/A
o Bloggers LinkedIn URL:
https://www.linkedin.com/in/davidgcohen
o Bio: Previously, David was a founder of several software
and web technology companies. He was the founder
and CTO of Pinpoint Technologies which was acquired
by ZOLL Medical Corporation (NASDAQ: ZOLL) in 1999.
You can read about it in No Vision, All Drive [Amazon].

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David was also the founder and CEO of earFeeder.com,

a music service which was sold to SonicSwap.com in
2006. He also had what he likes to think of as a
graceful failure in between.
o Summary of history and founding of their company or
business: David G. Cohen's blog skips any academic
theory about building a company and instead provides
actionable advice for dealing with the day-to-day of
growing a startup.
o Products and Services Offered: Actionable advice for
dealing with the day-to-day of growing a startup.
o What are they known to be an advocate for: Helping
deal with the key issues that first-time entrepreneurs
encounter.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content posted lines up pretty well with the
overall message conveyed throughout their social
media profile.
o What shows up as being important to them based on
what they are posting? Growing and investing in
technology startups.
o What do you have in common with them based on what
you have learned about them? Both of our companies
want to help deal with the key issues that first-time
entrepreneurs encounter.
o What strategy can you deploy to build an authentic
connection with them? I can use Mr. Cohen's blog as a
source of advertising for my venture capital firm.
National Blog
o Blog Title: The Gong Show
o Blogger: Andrew Parker
o Bloggers Twitter URL: https://twitter.com/andrewparker/
o Bloggers Instagram URL: N/A
o Bloggers LinkedIn URL:
https://www.linkedin.com/in/andrewparker
o Bio: Andrew Parker is a VC with Spark Capital in Boston.
One of the most interesting parts of his blog is his

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o
o
o

o
o

section of thesis posts in which he describes the

investments hes made and why hes made them.
Summary of history and founding of their company or
business: A blog written by Andrew Parker, a VC in
Boston with Spark Capital. If he is interested in
something, he writes about it here. Musings, ramblings,
and other half-baked thoughts produced on a whim.
Products and Services Offered: Well educated
predictions about the tech industry.
What are they known to be an advocate for: Increased
security in the technology industry.
How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content posted lines up pretty well with the
overall message conveyed throughout their social
media profile.
What shows up as being important to them based on
what they are posting? Creating a safer on more secure
internet experince.
What do you have in common with them based on what
you have learned about them? Both of are companies
want to see the tech industry grow in intresting and
exciting ways.
What strategy can you deploy to build an authentic
connection with them? I can use this blog as a platform
to communicate my companies usefulness and goal
across the internet.

Authors, Researchers and Journalists

1st Local Author, Researcher or Journalist
o Book Title: Venture Deals: Be Smarter Than Your Lawyer
and Venture Capitalist
o
o Author: Brad Feld
o Authors Twitter URL: https://twitter.com/bfeld?lang=en
o Authors Instagram URL: N/A

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o Authors LinkedIn URL:

https://www.linkedin.com/in/bfeld
o Bio: Brad Feld is an American entrepreneur, author,
blogger, and venture capitalist at Foundry Group in
Boulder, Colorado. Feld began financing technology
startups in the early 1990s, first as an angel and later
an institutional investor.
o Summary of history and founding of their company or
business: Foundry Group is a venture capital firm
focused on making investments in early-stage
information technology, Internet and software startups.
o Products and Services Offered: Making small seed
investments (as little as $250,000 $500,000) to help
promising entrepreneurs get their ideas off the ground.
o What are they known to be an advocate for: Helping
outstanding entrepreneurs turn promising ideas into
market-defining and market-leading companies.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content posted lines up pretty well with the
overall message conveyed throughout their social
media profile.
o What shows up as being important to them based on
what they are posting? Providing the necessary venture
capital to get a company up and running
o What do you have in common with them based on what
you have learned about them? Both of our companies
are focused on helping tech companies get started by
investing capital into them.
o What strategy can you deploy to build an authentic
connection with them? I can ask Mr. Feld for advice
when starting my venture capital company.
nd
2 Local Author, Researcher or Journalist
o Book Title: THE ENTREPRENEURIAL BIBLE TO VENTURE
CAPITAL
o Author: Andrew Romans

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o Authors Twitter URL:

https://twitter.com/romansventures?ref_src=twsrc
%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
o Authors Instagram URL: N/A
o Authors LinkedIn URL:
https://www.linkedin.com/in/romans
o Bio: Based in Silicon Valley with 21 years experience as
a VC, founder and CEO of VC-backed tech ventures, an
investment banker advising startups and VCs on
fundraising and M&A and angel investor. Author
Masters of Corporate Venture Capital (Amazon.com)
Kindle version here. and The Entrepreneurial Bible to
Venture Capital, Inside Secrets from the Leaders in the
Startup Game (McGraw Hill, Machinery Industry Press
[Chinese] & Alpina [Russian]). Romans also advises
corporates on corporate venturing / CVC programs.
o Summary of history and founding of their company or
business: Rubicon Venture Capital is an early stage VC
fund with offices in San Francisco and New York City
focused on backing consumer and enterprise
technology companies in the internet, software and
connected hardware verticals at Late Seed, Series A
and B stages.
o Products and Services Offered: Backing consumer and
enterprise technology companies in the internet,
software and connected hardware verticals at Late
Seed, Series A and B stages
o What are they known to be an advocate for: Diversity
among its investors.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content Rubicon post lines up perfectly with
how they describe themselves. The content they post
always has something to do with the advancement of
businesses.
o What shows up as being important to them based on
what they are posting? The advancement of technology
based businesses.

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o What do you have in common with them based on what

you have learned about them? Both of are companies
put a large emphasis on the divrsity of our employees.
o What strategy can you deploy to build an authentic
connection with them? I can ask Mr. Roman for advice
on how to choose technology companies to invest in.
rd
3 Local Author, Researcher or Journalist
o Book Title: Mastering the VC Game
o Author: Jeffrey Bussgang
o Authors Twitter URL: https://twitter.com/bussgang
o Authors Instagram URL: N/A
o Authors LinkedIn URL:
https://www.linkedin.com/in/bussgang
o Bio: Jeff Bussgang is an American entrepreneur,
Harvard Business School Lecturer, and general partner
at Flybridge Capital Partners, a seed and early-stage
investment firm focused on technology companies.
o Summary of history and founding of their company or
business: Flybridge is an early-stage venture capital
firm with offices in Boston and New York City whose
mission is to partner with talented entrepreneurs to
build exceptional and valuable technology companies.
With $625 million under management across four
funds.
o Products and Services Offered: Helping build
exceptional and valuable technology companies.
o What are they known to be an advocate for: Respecting
entrepreneurs and open, direct, honest communication.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content posted lines up pretty well with the
overall message conveyed throughout their social
media profile.
o What shows up as being important to them based on
what they are posting? Fostering innovation and
Encouraging creativity
o What do you have in common with them based on what
you have learned about them? Both of are companies

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want to see the tech industry grow in intresting and

exciting ways.
o What strategy can you deploy to build an authentic
connection with them? I can ask Mr. Bussang to be my
mentor when I am starting my VC firm.
Regional Author, Researcher or Journalist
o Book Title: Business @ the Speed of Thought
o Author: Bill Gates
o Authors Twitter URL: https://twitter.com/BillGates?
ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr
%5Eauthor
o Authors Instagram URL: N/A
o Authors LinkedIn URL: N/A
o Bio: William Henry "Bill" Gates III is an American
business magnate, investor, author and philanthropist.
In 1975, Gates and Paul Allen co-founded Microsoft,
which became the world's largest PC software company
o Summary of history and founding of their company or
business: Microsoft Corporation is an American
multinational technology company headquartered in
Redmond, Washington, that develops, manufactures,
licenses, supports and sells computer software,
consumer electronics and personal computers and
services. .
o Products and Services Offered: Software products are
the Microsoft Windows line of operating systems,
Microsoft Office office suite, and Internet Explorer and
Edge web browsers.
o What are they known to be an advocate for: Microsoft is
known to advocate sutainability in the technology
industry. The company is very enviormentally
conscious.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content posted lines up pretty well with the
overall message conveyed throughout their social
media profile.

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o What shows up as being important to them based on

what they are posting? Helping people and businesses
throughout the world realize their full potential.
o What do you have in common with them based on what
you have learned about them? Both of our companies
are focused on helping people and businesses
throughout the world realize their full potential in the
tech industry.
o What strategy can you deploy to build an authentic
connection with them? I can ask Microsoft exectives to
mentor my staff and I while we are building our
business.
National Author, Researcher or Journalist
o Book Title: The Essays of Warren Buffett: Lessons for
Corporate America
o Author: Warren Buffett
o Authors Twitter URL: https://twitter.com/warrenbuffett?
lang=en
o Authors Instagram URL: N/A
o Authors LinkedIn URL: N/A
o Bio: Warren Edward Buffett is an American business
magnate, investor and philanthropist. He is considered
by some to be one of the most successful investors in
the world.
o Summary of history and founding of their company or
business: Berkshire Hathaway Inc. is an American
multinational conglomerate holding company
headquartered in Omaha, Nebraska, United States. The
company wholly owns GEICO, BNSF, Lubrizol, Dairy
Queen, Fruit of the Loom, Helzberg Diamonds,
FlightSafety International, and NetJets,
o Products and Services Offered: Berkshire owns a
diverse range of businesses including confectionery,
retail, railroad, home furnishings, encyclopedias,
manufacturers of vacuum cleaners, jewelry sales,
newspaper publishing, manufacture and distribution of
uniforms, and several regional electric and gas utilities

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o What are they known to be an advocate for: Making

financially responsible invetments into industry.
o How does the content they are posting lining up with
how they describe themselves in their social media
profile? The content posted lines up pretty well with the
overall message conveyed throughout their social
media profile.
o What shows up as being important to them based on
what they are posting? Making financially responsible
investment decisions that benefit shareholders of the
company.
o What do you have in common with them based on what
you have learned about them? Both of our companies
are focused in investing in American Industry.
o What strategy can you deploy to build an authentic
connection with them? I can ask Berkshire Hathaway
exectives to mentor my staff and I while we are building
our business.
As an added dimension, I would strongly consider you conduct the
same research for industry conferences and workshops. If youre
up for that challenge, here is the template for conferences and
workshops:
Local Conference or Workshop
o Conference/Workshop Title:
o Host or Organizer:
o Host/Organizers Twitter URL:
o Host/Organizers Instagram URL:
o Host/Organizers LinkedIn URL:
o Bio:
o Summary of history and founding of their company or
business:
o Inspiration for starting/hosting the event:
o Topics Covered:
o Who are the speakers of the most recent or upcoming
event?
o Who are their partners for the event?

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o What are the conference objectives or outcomes

attendees will gain?
o What do you have in common with them based on what
you have learned about them?
o What strategy can you deploy to build an authentic
connection with them?
Regional Conference or Workshop
o Conference/Workshop Title:
o Host or Organizer:
o Host/Organizers Twitter URL:
o Host/Organizers Instagram URL:
o Host/Organizers LinkedIn URL:
o Bio:
o Summary of history and founding of their company or
business:
o Inspiration for starting/hosting the event:
o Topics Covered:
o Who are the speakers of the most recent or upcoming
event?
o Who are their partners for the event?
o What are the conference objectives or outcomes
attendees will gain?
o What do you have in common with them based on what
you have learned about them?
o What strategy can you deploy to build an authentic
connection with them?
National Conference or Workshop
o Conference/Workshop Title:
o Host or Organizer:
o Host/Organizers Twitter URL:
o Host/Organizers Instagram URL:
o Host/Organizers LinkedIn URL:
o Bio:
o Summary of history and founding of their company or
business:
o Inspiration for starting/hosting the event:
o Topics Covered:

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o Who are the speakers of the most recent or upcoming

event?
o Who are their partners for the event?
o What are the conference objectives or outcomes
attendees will gain?
o What do you have in common with them based on what
you have learned about them?
o What strategy can you deploy to build an authentic
connection with them?
A large part of becoming an influencer in your own right is your
online visibility and engaging with these (and other) influencers in
a way that is valuable to them and authentic for you. Selena Soo
is an online marketer that is an expert in helping her clients
amplify their message through Influencer Marketing and visibility.
Her clients have been featured in O Magazine, the New York Times
and other major publications. She is my go-to resource for
understanding and applying the principles of Influencer Marketing
and I love her resource guide on different ways to add value to
others. It should get your ideas flowing about how to create
visibility by dipping your toes into influencer marketing.
Since it is likely that many of your influencers are not in your
geographic area, leveraging the power and access of the global
economy through social media (and ONLY the specific platforms
that your influencer is most active on), it is imperative that you
find ways to get on their radar in way that leverages the little bit
of free time you do have.
Check out this article on how using Google Alerts might help you
do that.
The next step to amplifying your online visibility is to plan for it!
The editors of Essence magazine already have an idea of what
they will be writing about 6 months from and there is no reason

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that you cant operate the same way. It is referred to as an

Editorial Calendar.
After all, Thanksgiving is always the last Thursday in November.
Mothers Day is always the first Sunday in May right? There are a
TON of resources online to help you develop your own calendar
but I find the information from Marketo to always be useful and
relevant. Here is some information on Marketos editorial calendar
and access to several other resources they provide but you are
welcome to check out others! I simply did a search for social
medial calendarlet me know if you find something better and I
will pass it along!!
Your Editorial Calendar is a living, breathing thing and it will only
serve you as much as you nurture it. That means being engaging
with whats important to your audience, both the end-user and
the gatekeeper or decision-maker, if that applies and well as
positioning yourself as an expert and resource in this specific
area.
Now that you know who and where they are online and have an
idea of what you want to say and when you want to say it, next
well Leverage Efficient Systems to allow you to enhance your
online visibility without detracting from the time and energy you
need to take care of yourself and your family.
Social media scheduling tools run the gamut on price and
amenities. Facebook has its own scheduler for Pages but you
should know that in order for your posts to show up on peoples
timelines, you have to be strategic, consistent and valuable (in
the eyes of Facebook). Kim Walsh-Phillips and Amy Porterfield are
talking about how to monetize Facebook more than anyone else I
am aware of but Kim who works closely with Dan Kennedy, known
as the Renegade Marketer and the Millionaire Maker, leads the
pack for me because (well she autographed my copy of her book
with Dan, No B.S. Guide to Direct Response Social Media
Marketing) what I have learned from Glazer Kennedy Insiders
Circle, or GKIC, about direct response marketing changed the way
I operated my business the same way The E-Myth did.

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If you have room on your bookshelf, GKIC has shared with me the
links to many of the products they offer as an affiliate. One of
them is for you to receive a copy of No B.S Guide To Direct
Response Marketing for only the cost of shipping and handling! I
happened to stumble upon my own copy of No B.S. with no one
that I knew and trusted talking about it so I stepped out on faith
for all of us. I hope you take me up on this offer and help more
women of color create fulfillment and financial freedom by
applying direct response to efforts to create online visibility as
competitor and influencer!

Please do not copy or share. 2016