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Public Relations & Branding
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January 12, 2021

Growing as a Small Business Owner

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Patience. Humility. Vulnerability. Confidence. Endurance. These are the continuous lessons I am learning as I grow my small business.

As many of you already know, I started my own business, Brave World Media, a branding, marketing, and communications agency in 2017 and have been chugging along ever since, growing my team, my client roster, and somewhat quietly kicking ass. My goal with starting the company was to impact change in media, both online and off, in a more positive and diverse way. We are outspoken, creative, and brave in our work, our voice, and our stance on everything from the arts to social justice. We’ve been doing this work and influencing change with those who partner with us for some time now, and well, it was time for the next step.

It’s been TWO YEARS since I set out on the path to having my business certified as a Woman-Minority-owned business in New York State and today, it finally happened! (Note: In order to qualify as a woman – and/ or minority-owned certified business, among many other qualifications and criteria, a woman and/or minority needs to hold the majority of the stake in the company. And you will need to prove that is the case in more ways than one.)

On one hand, the system is terribly backlogged. On the other, COVID.

I wanted to share the lessons I learned from this experience for any other entrepreneur out there working through or hoping to work through the certification process.

It helps to have a portfolio of work and reputation established – The application and review process is intentionally not easy. One reason is bureaucracy, another, I learned, is that because so many white/men often try to con the system established to help women and minorities in business by paying women and minorities to act as fronts for a business not owned by either, the level of inquiry and background checks are intense and meant to cast away any doubt that the business is not one’s own.

People looking to apply for certification need to have all their documentation in order and be established as a legitimate business, with all state and federal credentials and a proven growth track record – in other words, the certification is a wonderful opportunity for your business, but your business has to have already proven to merit it by having done the work as an established company.

Don’t try to do it alone – There are plenty of groups out there that will gladly charge you A LOT of money to “support” you and still leave you with plenty to figure out on your own. The process is confusing, tedious, stressful, and frustrating. But, lucky for me I wasn’t alone. Nancy Kirby and the rest of the IncubatorWorks team, a business incubator located in New York’s Southern Tier, have been supporting and helping me as I grow my business for some time now, and this experience was no different. They really held my hand through this process and kept me from giving up – because there were times when I wasn’t sure if it was all worth it. So many businesses rely on one source of support – whether they be books, or conferences, or intuition. I think that all those are great, but if you are fortunate to connect with an incubator and experienced mentors, that it can really help set you up for success. It is a lie that successful businesses and entrepreneurs got to where they got on their own. It’s a fallacy that paints business ownership as attainable to only a select few. Ask for help, and accept it often.

Checking my pride and my patience, again – It’s funny because I have learned that successful entrepreneurship means checking your pride over and over again. I don’t mean allowing yourself to be abused or disrespected, but knowing that there is a time and place for everything. In this experience, I had to control my temper when reviewers told me that it seemed more likely that Brave World Media was my husband’s company rather than my own. His skill set, they believed, just seemed to really be the thing that added value to our company. I suspect they saw his career as a graphic designer to be not only something they understood better but also more worthy of an investment than my soft skills in public and media relations. I didn’t say much at the time, other than to politely disagree – and provide detailed evidence of how my work and leadership in the company is actually what clients seek us out for. I didn’t say anything until now.

Time and place.

In the end, after all that work and all that time, much of which I couldn’t have survived without the incredible support of IncubatorWorks, I can’t express what it feels like to see this in my email (images cropped):

Our “little agency that could” has been working so incredibly hard, and we have a wonderful team of creatives. 2020, with all its challenges, really pushed us creatively and bonded us as a team. Small business ownership is both exciting and scary and the best thing I have ever done. There is so much more to it than making money – or rather, money is good and necessary, but it’s not my motivation and I think that makes me a better leader, more passionate about my work, and way more excited about my company.

It takes a village, and a lot of confidence in your work, your skills, and yourself. Most importantly, the learning never, ever ends. And what you don’t know, leave to those who do. Vulnerability is not weakness, and knowing your limitations is a lot wiser than ignoring them.

To learn more about IncubatorWorks, visit their website (designed by our agency!) or follow them on social @Incubatorworks. They are hosting a 10-week online business course to help entrepreneurs and small businesses launch and move forward, especially after 2020. You can learn more about it here.

To see what Brave World Media is all about, check out our website and follow us on social at @BraveWorldMedia. If you have any questions about small business ownership, or Brave World Media specifically, please contact us through the BWM website, or in the comment section below!

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Carol Cain

Brooklyn native Carol is happiest when on an adventure, whether close to home or farther away. She is a small business owner and travel writer. In addition to creating Girl Gone Travel, she is the Founder and Principal of Brave World Media, a social media marketing, communications, and branding agency. She's mom to three wonderful sons and wife to a handsome Irish/Scot. She lives, works, and plays in the beautiful Finger Lakes region of NY.

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About me

Hi! I'm Carol! I am an award-winning travel blogger, a keynote speaker, and the Principal and owner of Brave World Media, a social media marketing, communications, and branding agency. I a wife to a handsome Irish/Scot and a mom to 3 sons. Welcome to my blog where I share stories of my travels and professional public relations insights and advice. Thank you for reading and for your support!

Carol Cain

Contact

  • caincarol@gmail.com

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A message about yesterday’s event: Happy Monday A message about yesterday’s event:

Happy Monday, y’all. Woke up in time to enjoy the soft glow of sunlight that shines its way around our house in the morning, and sipped on a cafecito without being rushed for anything. So already today is a win. 

Yesterday we worked our longest day yet for our little coffee cart that could (7 hours!!!) at the Heritage Fiesta in Ithaca, NY. 

Though we were ready for a crowd, the reception was also unexpected because there was a popular coffee shop just steps away. 

But we had Cómodo Fam stop by, family (who also fed us 🙏🏾), and soooo many members of the Latinx and BIPOC community who were just excited to see a small business like ours representing. 

I want to share that we were ALL worried about potential harassment and assault by 🧊and fliers were handed out to prepare us. And you would think that it would’ve intimidated the community enough to not come out…BUT WE DID. In numbers. 

And for hours that little parking lot next to Press Bay Alley was packed with all sorts of Latinx and non-Latinx community members, eating, laughing, dancing, singing, and drinking all the cafecitos and refreshers we had to offer. Literally. We went home cleaned out!

All this to say that we are all aware of the threats but we also understand the power and importance of coming together as a community and a people. By no means are we all the same, and Lord knows a lot of Latinos have a lot of self-reflecting to do based on the choices they made, but yesterday was a testament to the best of us, and I thank @yenospina and @lcatompkins for putting together such a wonderful event, for inviting @cafecomodony to be a part of it, and to all the friends, old and new, who came out to support us and la cultura. 

#fingerlakes #newyork #cafecomodo #coffeelover
Finally taking a break to enjoy one of my favorite Finally taking a break to enjoy one of my favorite lazy day pastimes of the season: market shopping for fall goodies - which in the Finger Lakes is especially bountiful. 

📍Joseph’s Wayside Markey, Naples, NY

#fingerlakes #newyork #octobermood #fallday
Our neighbors are harvesting the grapes. The proce Our neighbors are harvesting the grapes. The process is busy and noisy but also exciting and fun to watch. 

This cloudy morning seems to have calmed things down a bit, but not for long I am sure. These families work hard!

Bonus: they set up roadside stands so we can purchase and taste them 🍇 I highly recommend picking some up if you see some in your drive. 

#fingerlakes #lifeinthecountry #newyork
The rain has been so good. More, please. ❤️ The rain has been so good. More, please. ❤️
I want to take moment to send out love to my fello I want to take moment to send out love to my fellow Latinx and immigrant community. 

To send strength to my community of glorious misfits who are out in the world making good trouble and emboldening us to not give up hope on our dreams, our livelihoods, our future, our country, our people. 

The country our parents worked so hard to get to so that we could fly. A country they helped build and bring to prosper. A country our communities help to feed and house and care for. 

I am my immigrant parents dream come true, and my children are a continuation of that dream. 

I just want to remind all of us who represent the targeted, of our worth. Of the value of our contributions. In our languages, our culture, our insights, our work ethic and skills and knowledge. Of the things we bring to the table.

I don’t know what will happen tomorrow, or to us. But, as someone whose family lived through a dictatorship, I have an idea of how this story will end. And all I can advise is that we remain on the right side of it, our convictions unaltered, our core values untethered. Our spirits unbroken. In these stories, the monsters might scare us, and even harm some of us, but they never, ever win in the end. 

I am living proof of that. ❤️ And every time you succeed and feel joy, you are too. Pa’lante, mi gente.
Signs of autumn 🍂 in the Finger Lakes. Signs of autumn 🍂 in the Finger Lakes.

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