Striking Entrepreneurial Gold

11 questions with Sharon Goldmacher, president, communications 21

November 13, 2007

Sharon Goldmacher is the principal of communications 21, a marketing, PR and design firm that's enjoyed 15 years of profitability and growth in an otherwise volatile industry. Find out how she started her successful business, how she's facing her current challenges, and what she believes is the secret to her success.

Atlanta Woman: You launched communications 21 (c21) 15 years ago. What prompted you to start your own business?

Sharon Goldmacher: I was fired. I don't often say that, but it's true. I loved what I did and my clients, but my boss and I just never really saw eye to eye. I was young and pretty naïve, and in looking back, I have a much greater appreciation for what it takes to run a company. But it really was the impetus I needed to go out on my own – and I can honestly say I still love what I do.

AW: What were your initial problems / surprises?

Goldmacher: I started on a shoestring budget – about $5,000, and I wouldn't recommend that to anyone. However, it did teach me to be innovative and wise with spending money and helped me truly learn to set and stick to budgets – which keeps us streamlined and profitable 15 years later.

AW: What advice did you receive that either spurred on your entrepreneurial spirit or made the journey easier?

Goldmacher: My parents were both very supportive, and they have always provided me with sound counsel – but have never made my decisions for me. So my family and friends said go for it, and once I came up with the name (after six pages of options) – I did. At 28 years old, I really didn't feel there was a great deal of risk involved.

AW: Your average client's tenure with your firm is eight years. What is the secret to good client relations?

Goldmacher: In fact, we're lucky enough to have two of our founding clients still with us 15 years later, and I'm very proud of that fact. I don't think there's a secret to good client relations. Most clients want results for the dollars they spend and good chemistry with their account team. We listen, bring fresh ideas and techniques to the table, measure our efforts and adapt to get the best results possible. Above all, we partner with our clients to alleviate their marketing and public relations headaches as much as possible.

AW: How can a small firm compete with the larger firms?

Goldmacher: The Internet has truly leveled the playing field for many companies, and small companies can more readily compete with large companies these days. Smaller firms with an industry focus or specialty service can have significant advantages as well as those who offer cutting-edge services that many larger agencies have to acquire or outsource.

AW: What is the biggest challenge facing an entrepreneur running a business today?

Goldmacher: Retaining great people and keeping the environment challenging, fun and profitable. There's typically plenty of business to go around, but keeping teams trained, motivated and engaged are some of the biggest challenges.

AW: What is more important: investing in people or in technology?

Goldmacher: Both are important, but investing in people wins hands down.

AW: Has your firm changed its direction, marketing strategy and overall direction since its founding?

Goldmacher: Of course. If we don't stay ahead of the curve, how can we provide the best in marketing and PR for our clients? We try to practice what we preach. We meet annually to look at our own marketing and growth strategies, create a plan, execute and adapt throughout the year. From one of those planning sessions, we decided to incorporate e-mail marketing into our full-service offerings, and not only were we one of the first PR firms in Atlanta to do so, but also it has been one of the best and most profitable decisions we ever made.

AW: What are you planning in the future to maintain your viability and, in fact, grow?

Goldmacher: That's the secret sauce – but I can tell you we will continue to integrate online and offline strategies that get our clients results again and again.

AW: What is your exit strategy?

Goldmacher: Unfortunately, given my personality (not a great follower) and the fact that I have limited talents – I plan on running the business for as long as I can. Why would I stop doing something I love? My dad is in his 70s and has yet to officially "retire" – and I'm built the same way.

AW: What kind of advisers/mentors do you have?

Goldmacher: I am very lucky to not only have wonderfully smart parents, but also marketing and PR colleagues who are open and willing to share their experiences and lessons learned. I'm not the best at asking for help, but I've learned that it's a must to succeed.