Ex-Amazon Ads Executive: “What Every Amazon Seller Should Have” - Guide to Amazon Ads, Part 3/4

What The Teck?

#MBA #Entrepreneur #Business #Rolando Rosas #Podcasting #B2bpodcast #Businesspodcast #Rise25 #Rolandorosas #Whattheteck

51:57

On the Season 2 debut of Lost Cultures: Living Legacies , we travel to Bermuda, an Atlantic island whose history spans centuries and continents. Once uninhabited, Bermuda became a vital stop in transatlantic trade, a maritime stronghold, and a cultural crossroads shaped by African, European, Caribbean, and Native American influences. Guests Dr. Kristy Warren and Dr. Edward Harris trace its transformation from an uninhabited island to a strategic outpost shaped by shipwrecks, colonization, the transatlantic slave trade, and the rise and fall of empires. Plus, former Director of Tourism Gary Phillips shares the story of the Gombey tradition, a vibrant performance art rooted in resistance, migration, and cultural fusion. Together, they reveal how Bermuda’s layered past continues to shape its people, culture, and identity today. You can also find us online at ⁠travelandleisure.com/lostcultures Learn more about your ad choices. Visit podcastchoices.com/adchoices…

about a year ago 32:37

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Nick Gezzar is an independent brand consultant who owns Gezzar Consulting LLC. As a versatile business leader, he has over 10 years of experience leading people and projects in retail, marketing, advertising, and intelligence. Nick has worked for leading brands like Amazon, Lindt, Procter & Gamble, and The Hershey Company.

In this episode…

While sponsored products promote visibility on the first page of Amazon’s search results, sponsored brands build exposure and awareness. What is the secret to profitability with sponsored brands?

Sponsored brands give Amazon sellers a pervasive presence on the platform and other sites, ensuring your products appear first in your selling category. Former Amazon Ads executive Nick Gezzar advocates for a unified Amazon Ads strategy that integrates both sponsored brands and products. Each tactic for sponsored ads should align with your overall approach and goals, so creative campaigns must be deliberate and calculated. A comprehensive strategy also entails structuring your Amazon storefront to feature top-selling products first, leading to more clicks, views, and purchases.

In the third installment of the What The Teck? Amazon Ads series, Rolando Rosas continues his discussion with Nick Gezzar about maximizing the impact of Amazon sponsored ads. Nick talks about practical examples of sponsored brand campaigns, how to place ads and bid on keywords, and sponsored brands’ new vertical video feature.

101 episodes

Ex-Amazon Ads Executive: “What Every Amazon Seller Should Have” - Guide to Amazon Ads, Part 3/4

What The Teck?

published about a year ago

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In this episode…

While sponsored products promote visibility on the first page of Amazon’s search results, sponsored brands build exposure and awareness. What is the secret to profitability with sponsored brands?

101 episodes

#MBA #Entrepreneur #Business #Rolando Rosas #Podcasting #B2bpodcast #Businesspodcast #Rise25 #Rolandorosas #Whattheteck

All episodes

What The Teck?

1
THE TIKTOK TEACHER: What I Learned After 30 Years in Production and 1 Million Followers 50:24

19 hours ago50:24

50:24

Helen Polise is the Owner, Director, and Executive Producer of Muthership Productions, a company specializing in storytelling, lifestyle, healthcare, fashion, and testimonials. She is also the Founder and CEO of Socialize, a community for social media creators. As a professional director and interviewer, Helen has worked with notable brands like Blistex, Conair, and NFL Alumni to create engaging, cross-channel videos. As a video content creator and self-proclaimed social media guru, she is known as the TikTok Teacher, sharing her learnings via tutorials on TikTok. In this episode… The social media landscape is flooded with millions of daily uploads, so creators often struggle to stand out, connect meaningfully with their audiences, and earn a sustainable income. Many aspiring influencers follow trends and expert advice with limited engagement or long-term followers. With such a saturated and fast-paced environment, how can creators find their voice, build trust, and turn passion into profit? According to social media educator Helen Polise, content creators can build a loyal following by leaning into their authentic purpose. She emphasizes the value of educational content, stating that videos offering tangible value drive deeper engagement and long-term follower growth. Helen recommends investing years in building trust before monetizing content and encourages creators to explore indirect income streams like speaking gigs and brand partnerships. Influencers can also structure content with compelling hooks and deliver on promises to sustain viewer attention and inspire action. In this episode of What The Teck?, Helen Polise of Muthership Productions and Socialize returns to talk with Rolando Rosas about building a lasting presence as a TikTok content creator. Helen explains how she found her niche through teaching, why she prioritizes community over quick monetization, and how she leverages production expertise on commercial sets.…

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Leading Neuroscientist: Why 50% of Your Life Is Lived in a Daydream | Dr. René Rodriguez 41:55

6 weeks ago41:55

41:55

René Rodriguez is a renowned keynote speaker, leadership advisor, and the best-selling author of Amplify Your Influence, which offers practical strategies to enhance communication and leadership skills. With over 27 years of experience, he has applied behavioral neuroscience to address leadership, sales, and change management challenges. René created the AMPLIFII™ course, a methodology that has trained over 100,000 professionals worldwide. In this episode… In today’s hyperconnected world, the constant barrage of notifications, digital content, and virtual interactions has left many struggling with shortened attention spans, weakened interpersonal connections, and difficulty staying present. As more professionals transition to remote and hybrid work, how can we reclaim focus, foster meaningful connections, and lead effectively? According to behavioral neuroscience expert René Rodriguez, storytelling, social media, and virtual communication impact how the brain processes and stores information. To reclaim focus, he suggests reducing social media consumption and replacing it with activities that stimulate creativity, such as puzzles or focused time blocks for thinking. Through attention-narrowing exercises, like staring at a single point to build concentration and the “40 for 30” technique — giving someone 40 volts of full attention for 30 seconds — leaders can foster meaningful interactions. René also recommends employing narrative storytelling techniques and upgrading your virtual setup to enhance presence, engagement, and communication. In today’s episode of What The Teck?, Rolando Rosas and Dave Kelly sit down with René Rodriguez, who talks about the neuroscience behind influence and communication. René explores the effects of doom scrolling, how leaders can counter negativity bias through storytelling, and how to maintain an optimal tone during interactions.…

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Beyond the Algorithm: The SECRET That Fuels Powerhouse Brands and Can Turbo Charge Yours 43:39

10 weeks ago43:39

43:39

Andrea Sullivan is the CEO of vYve by Vayner, a high-performance accelerator program for entrepreneurs and C-suite executives. She is also a Professor in the Masters in Branding program at the School of Visual Arts and serves as a board member at Creative Spirit, the Ad Council, and the United Nations Association of New York. Before joining vYve by Vayner, Andrea was the Chief Marketing Officer at VaynerX, where she built C-suite communities and managed Gary Vaynerchuk’s marketing programs. In this episode… Today’s leaders are facing pressure like never before. With rapid changes in technology, cultural dynamics, and social media, CEOs and entrepreneurs are feeling the heat, and many admit that this stress impacts their decision-making and overall well-being. How can leaders rise above the chaos and create brands that resonate in today’s market? According to leadership development and branding expert Andrea Sullivan, leaders can navigate these challenges by embracing vulnerability, self-awareness, and authenticity. She emphasizes the importance of leading from the heart, connecting with culture, and creating safe environments where people feel seen. Additionally, prioritizing organic storytelling over high-production messaging can foster deeper engagement and lasting brand loyalty. Leaders must also be willing to let go of their egos, build trust across teams, and maintain continuous introspection to evolve. In today’s episode of What The Teck? Rolando Rosas and Dave Kelly chat with Andrea Sullivan, the CEO of vYve by Vayner, about building authentic leadership in a digital-first society. Andrea explains the role of emotional intelligence in brand building, the importance of vulnerability, and how to build a dynamic culture from the top down.…

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Former HOSTAGE NEGOTIATOR: Why Asking for a “YES” Is the WRONG Way To Ask a Question 1:07:09

12 weeks ago1:07:09

1:07:09

Derek Gaunt is a Negotiations Trainer and Coach at The Black Swan Group, a consulting firm specializing in negotiation strategies rooted in hostage negotiation principles. With 29 years of law enforcement experience, including 20 years leading hostage negotiation teams in the Washington, DC, area, he has trained organizations globally on applying hostage negotiation principles to business and leadership. Derek is also the author of Ego, Authority, Failure©. In this episode… Closing deals and winning negotiations can feel like an uphill battle, especially when clients are hesitant, defensive, or unresponsive. Many business professionals unknowingly create resistance by using the wrong approach, like pushing for a "yes" too soon, failing to address unspoken objections, or relying on email instead of in-person communication. How can you use proven negotiation techniques to turn difficult conversations into fruitful deals? According to former hostage negotiator Derek Gaunt, business professionals can close more deals by applying hostage negotiation techniques to their pitches. He advises beginning with an “accusations audit,” which acknowledges potential objections up front to reduce resistance from prospects. Rather than trying to secure the deal too soon with questions requiring a “yes” response, you can ask “no-oriented” questions phrased like “Would you be against…?” to make clients feel in control and more willing to engage. Derek also suggests testing verbal agreements at least twice to ensure commitment and prevent last-minute roadblocks in negotiations. In this episode of What The Teck? , Rolando Rosas interviews Derek Gaunt, Negotiations Trainer and Coach at The Black Swan Group, about applying hostage negotiation strategies to business deals. Derek explains why emotions dictate responses in negotiations, how to identify manipulation, and the role of the amygdala in facilitating difficult conversations.…

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FORMER AMAZON LEADER: “ Learn the RULES of the Game Before You Jump Into Amazon.” 1:00:21

16 weeks ago1:00:21

1:00:21

James Thomson is the Managing Partner at Equity Value Advisors, where he advises brand executives and investors on accelerating e-commerce revenues and aligning distribution and pricing strategies. He serves on the boards of and invests in companies such as Mamenta, Davinci Micro Fulfillment, and MAVI.io. Previously, James was the Chief Strategy Officer at Buy Box Experts, a managed services agency that assists brands in optimizing their online sales channels as well as investors of businesses selling on Amazon. Before Buy Box, he served as the Business Head of Amazon Services, the division responsible for recruiting tens of thousands of sellers annually to the Amazon marketplace, and he was the Senior Manager for Fulfillment by Amazon (FBA). In this episode… Amazon has evolved beyond just a marketplace; it is now a data-driven company that leverages first-party consumer insights to dominate digital advertising. As generative AI reshapes online shopping, Amazon uses its vast data resources to enhance customer experiences, refine search results, and expand its advertising reach. How can retail-first brands break into this competitive space? While Walmart remains a major player in retail, its e-commerce strategy differs significantly from Amazon’s. Rather than directly competing, Walmart focuses on converting its in-store shoppers into online customers, leveraging its physical presence to drive digital growth. However, many traditional retail brands struggle to adapt to Amazon’s algorithm-driven marketplace, where competitor brands thrive by optimizing keywords, pricing competitively, and constantly innovating. According to Amazon veteran James Thomson, brands that invest in data-driven decision-making, continuously refine their product listings, and adapt to Amazon’s evolving algorithms can increase visibility and outperform competitors. In this episode of What The Teck? , James Thomson, the Managing Partner at Equity Value Advisors, joins Rolando Rosas to discuss the shifting dynamics of Amazon’s online marketplace. He explains Amazon’s evolving role in social commerce, how Amazon uses first-party data to influence customer experiences, and the importance of blocking out your calendar for family time.…

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Top RESEARCHER: How To Cash Out of Your Small Business While Empowering Your Community 48:40

20 weeks ago48:40

48:40

Ellen Frank-Miller, PhD, is the Founder and CEO of WORC (Workforce & Organizational Research Center), an applied research and evaluation consultancy creating an inclusive economy for worthwhile jobs. She has spent her 30-plus year career collaborating with employers, investors, national advocates, and community-based organizations to enhance jobs and make them more accessible. As an organizational scholar, Ellen spent 15 years in human resource consulting, creating evidence-based programs and policies. Before launching WORC, she founded and led the Workforce Financial Stability Initiative at Washington University’s Social Policy Institute. In this episode… Decades of research have shown that higher-paying jobs and profit-sharing programs for frontline workers lead to increased engagement and retention and a healthier bottom line for organizations. Yet, many companies hesitate to implement these incentives, not recognizing their widespread value. How can frontline managers effectively communicate the advantages of these initiatives to executives while aligning them with company goals? According to workforce researcher Ellen Frank-Miller, companies that align employee ownership programs with performance observe frontline workers taking responsibility for their contributions. These incentives encourage employees to pursue professional development opportunities and further their careers. Ellen advises frontline supervisors to communicate openly with their team and collaborate with them to solve problems. They can then convey the results to executives to foster a dialogue about profit-sharing and employee ownership plans. While implementing these incentives into larger corporations may involve legislation, smaller, locally owned businesses can integrate them into their succession plans. Welcome back to What The Teck? as Ellen Frank-Miller, PhD, Founder and CEO of WORC (Workforce & Organizational Research Center), returns to talk with Rolando Rosas about how employee ownership programs benefit companies and workers. Ellen explains how to align employee incentives with organizational goals, her research into human capital management and value creation, and how to invest in frontline employees and give them opportunities.…

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SMALL BUSINESS OWNER: "I Didn't Even KNOW I Was Going Through a CYBER ATTACK" 48:26

25 weeks ago48:26

48:26

Kaila Uli is an e-commerce business builder and the Founder of Puffie Slippers. She also founded Brillies.co, a vintage and retro sunglasses brand she lost in a cyber attack. As a TikTok content creator, Kaila educates entrepreneurs on building their businesses. In this episode… Some small business owners believe they’re safe from cyber attacks because of their size. Yet, 50% of attacks occur against small businesses since attackers aren’t always after just revenue. How can online business owners mitigate these threats and recover their companies? After multiple failed business ventures, content creator and online entrepreneur Kaila Uli was confident her next company would prosper. However, an unexpected cyber attack from a competitor caused her to lose everything. The attackers flooded her site with bots, overwhelming the servers and kicking her offline. Kaila recommends investing in services like Cloudflare, which can limit excessive traffic directed at a network or server during an attack and ensure your business remains online. You can also purchase cyber insurance to secure personal information and pixel data. In today’s episode of What The Teck?, Rolando Rosas speaks with Kaila Uli, the Founder of Puffie Slippers, about how she navigated a cyber attack and rebuilt her online presence. Kaila also talks about generating sales from viral content, how to acquire capital for a new business venture, and firsthand insights into multilevel marketing schemes.…

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SEO MAESTRO: “THIS Is Without a Doubt the BEST WAY To Build BACKLINKS” 38:03

26 weeks ago38:03

38:03

Steven Schneider is the Co-founder and CEO of TrioSEO, which helps SaaS and B2B brands create content that generates high-intent organic traffic. Before TrioSEO, he co-owned a portfolio of 40 blogs, managed 400 articles monthly, and helped scale a collection of brands by 500% to seven figures in three years. In this episode… In a digital world overflowing with content, how can businesses ensure they stand out and capture audience attention? With nearly 95% of online content receiving no clicks, it’s not enough to create content arbitrarily. What strategies can marketers employ to improve their visibility and engage their target audience? Rather than trying to fit as many keywords as possible into one piece of content, SEO master Steven Schneider suggests conducting in-depth keyword and customer research to develop a central topic. This allows you to create high-intent, ROI-focused content to achieve brand goals. Additionally, building backlinks is an evergreen SEO strategy that can boost you to the first page of search results by generating credibility and authority. Welcome back to What The Teck? as Rolando Rosas and Dave Kelly invite Steven Schneider, the Co-founder and CEO of TrioSEO, to discuss SEO strategies for e-commerce brands. Steven talks about maintaining caution when employing AI for content generation, how Amazon has gained trust in the marketplace, and how to build customer trust.…

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EX-MMA FIGHTER: How To COMPETE in the Biggest Business Ring (Amazon) 49:23

31 weeks ago49:23

49:23

Mina Elias is the CEO of MMA Nutrition, a seven-figure Amazon dietary supplement brand. With the expertise he gained from growing his supplement brand, he founded PPC University, where he serves as the Head Instructor to other Amazon sellers. Mina is also the Founder of Trivium Group, an agency dedicated to helping brands scale profitably on Amazon. In this episode… Is Amazon worth the investment? As digital marketplaces continue to evolve, many brands wonder if Amazon remains the unrivaled platform for sellers, especially when facing competition from platforms like TikTok and Walmart. With changing market dynamics and seller challenges, what makes Amazon the most attractive option for entrepreneurs? According to MMA fighter turned seven-figure Amazon seller Mina Elias, Amazon is the most frequented online retail store for consumers. Although most Amazon sellers only reach approximately $100,000 in annual sales, you can scale to multiple millions by understanding customer preferences and market dynamics. Mina emphasizes innovating your products consistently to remain relevant among similar products. You must also develop strategic pricing structures, ensuring you price products within the standard ranges for your category. Tune in to this episode of What The Teck? as Rolando Rosas speaks with Mina Elias, the CEO of MMA Nutrition, about competing for profitability on Amazon. Mina talks about Amazon’s partnerships with social media platforms, Amazon’s global dominance in the market, and the factors influencing profitability on its platform.…

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Amazon Product Launch Expert: “COMBINE These Strategies” - [Part 3 of 3] 22:22

32 weeks ago22:22

22:22

Colin Raja is the Owner of RIMSports, a brand and manufacturer of workout gear and exercise equipment. With a shared love for sports and fitness, Colin and his wife launched RIMSports’ products on Amazon before expanding into large-scale e-commerce and other online platforms. As a seven-figure seller and Amazon growth consultant, he has experience in brand strategy, product launches, e-commerce marketing, and the customer journey. In this episode… Pouring your money into Amazon Advertising only to find your products on the last results page can be frustrating. Experimenting with various SEO and PPC strategies is crucial for adapting to Amazon’s algorithm and marketplace changes. Once you’ve employed these strategies, how can you measure the results? Seven-figure Amazon brand owner Colin Raja says that by grouping, assigning, and placing keywords appropriately, you can increase your rankings and reduce CPC costs. The search query performance page allows you to view your keyword rankings, click shares, and competitor data to evaluate conversion rates and make adjustments accordingly. Colin recommends monitoring performance continuously to determine ranking progressions, sales attributions, and budget appropriately. In the final installment of the What The Teck? Amazon product ranking series, Colin Raja, the Owner of RIMSports, joins Rolando Rosas to talk about measuring the results of your advertising efforts. Colin shares examples of high-performing PPC campaigns, the importance of experimenting with various campaign tactics, and how to assess brand analytics through search query performances.…

What The Teck?

1
Amazon Product Launch Expert: “THIS Is What You Need to PRIORITIZE” - [Part 2 of 3] 21:57

35 weeks ago21:57

21:57

Colin Raja is the Owner of RIMSports, a brand and manufacturer of workout gear and exercise equipment. With a shared love for sports and fitness, Colin and his wife launched RIMSports’ products on Amazon before expanding into large-scale e-commerce and other online platforms. As a seven-figure seller and Amazon growth consultant, he has experience in brand strategy, product launches, e-commerce marketing, and the customer journey. In this episode… Before launching products on Amazon, you must identify the keywords required to rank and generate optimal sales. How can you optimize your keyword rankings on the backend of your site to maximize conversions and sales? Having tested various keywords in his Amazon business, Colin Raja recommends identifying your competitors’ keyword strategies to stay ahead consistently. Each keyword consists of scores like relevancy, sales, item type, rating, and review. To enhance your site's performance, it's essential to identify which competitor brands ranked in the top 10 and then individually prioritize your keywords based on their supporting words. Deconstructing keywords separately allows you to perform higher in your category. In the second installment of the What The Teck? series on improving product rankings, Rolando Rosas welcomes Colin Raja, the Owner of RIMSports, back to discuss his keyword ranking strategy. Colin describes how to prioritize keyword types to improve your rankings, how to boost conversions and sales with high-performing keywords, and the keyword discovery process.…

What The Teck?

1
Amazon Product Launch Expert: “Why Your Product Launches Aren’t Going Anywhere” - [Part 1 of 3] 17:06

36 weeks ago17:06

17:06

Colin Raja is the Owner of RIMSports, a brand and manufacturer of workout gear and exercise equipment. With a shared love for sports and fitness, Colin and his wife launched RIMSports’ products on Amazon before expanding into large-scale e-commerce and other online platforms. As a seven-figure seller and Amazon growth consultant, he has experience in brand strategy, product launches, e-commerce marketing, and the customer journey. In this episode… Investing thousands of dollars into an Amazon product launch only to watch it fail can be disheartening. Yet more sellers have experienced this following Amazon’s algorithm changes, which reconfigures SEO rankings. How can you navigate these updates to boost your product rankings? With Amazon’s new keyword update, brands have noticed that even the most basic keywords aren’t ranking, and their products aren’t performing to previous standards. Data-driven Amazon seller Colin Raja explains that Amazon requires brands to assign their keywords to specific categories and subcategories to compete against those with similar products. This entails restructuring your SEO strategy on the backend of each product to align with Amazon’s categories and browser nodes. You can then relaunch your products by linking keywords to social ads like TikTok and Instagram. In this episode of What The Teck?, Colin Raja, the Owner of RIMSports, joins Rolando Rosas for the first segment of a three-part series about improving your product rankings. Colin talks about social signals, keyword linking, and how Amazon’s keyword ranking updates impact future product launches.…

What The Teck?

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EX-FBI CYBER SCIENTIST: "Cyber Criminals Can EXPLOIT You in MINUTES" - AI and the DARK WEB 45:50

38 weeks ago45:50

45:50

James Morrison is the Senior Director of Security Programs at Intelisys, a hybrid technology distributor owned by ScanSource. For more than 20 years, he was a Computer Scientist for the FBI, where he served as a local tech expert to Special Agents and Task Force Officers, assisted in computer intrusion investigations, and reverse-engineered software to determine the source and purpose of malignant codes. James was also a UNIX/Database Administrator with the US Air Force. In this episode… The internet’s rapid growth has fueled elaborate and sophisticated cyber attacks using AI, which can hack into company software systems at alarming speeds. With the rising rate of threats and attacks, companies struggle to identify vulnerabilities, and 71% of organizations lack knowledge of proper cybersecurity measures. How can you cross-collaborate with internal teams to build a robust cybersecurity program for your business? Having successfully managed major cyber threats to the FBI, computer scientist James Morrison understands firsthand the dangers of relying solely on insurance companies to mitigate damage caused by attackers. The companies often don’t reimburse everything, and they can’t cover reputational damages or devastation resulting from individuals exploited by the attackers. Instead, companies must take a proactive approach by advocating for robust security measures. This involves separating IT from security efforts, aligning these efforts with organizational goals, obtaining external expertise, and communicating company threats in a universal language. Welcome back to What The Teck? with Rolando Rosas, who interviews James Morrison, the Senior Director of Security Programs at Intelisys, about the importance of security in protecting your company from growing cyber threats. James delves into the sophistication of modern attacks, the cyber threats that plague the FBI, and why companies struggle with cybersecurity.…

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TECH STARTUP FOUNDER: The Brutal TRUTH Behind BUILDING and SELLING a $25 MILLION Tech Company 1:06:27

42 weeks ago1:06:27

1:06:27

Sharon K. Gillenwater is a SaaS startup advisor, mentor, and coach for aspiring tech entrepreneurs. As a tech startup founder and executive, she built, scaled, and sold Boardroom Insiders — an award-winning Inc. 5000 SaaS business intelligence platform — for $25 million in 2022. Sharon recounts this journey in her book Scaling With Soul. After gaining experience in the tech and marketing space in San Francisco, she became an independent consultant working for major tech companies, including Cisco, Microsoft, Oracle, Adobe, Sun Microsystems, and Google. In this episode… Founding a business with investments from venture capital may make the process easier initially, but when it comes time to sell the company, you may not receive your fair share of the equity. How can bootstrapping your company lead to greater returns upon exiting? SaaS advisor and founder Sharon K. Gillenwater founded her VC-backed email newsletter company during the peak of the dot-com bubble. When the bubble burst, her investors dropped her business as a portfolio company despite Sharon’s attempts to restructure the business model. With this valuable lesson, she bootstrapped her next company, scaling it fast until she was approached by a private equity firm that offered to purchase the business. The exit process was grueling, but Sharon walked away with $9 million after a final sale of $25 million, a significantly higher personal return than if her company had been backed by VC. Bootstrapping your business allows you more control over each step of the process, from scaling to selling. Join Rolando Rosas and Dave Kelly in the latest episode of What The Teck? as they interview SaaS startup advisor and founder Sharon K. Gillenwater about selling her bootstrapped tech company. Sharon discusses the rising number of bootstrapped tech companies, how bootstrapping differs from venture capital, and how to integrate your team into an exit by offering them a portion of the equity.…

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Expert Data Scientist: AI vs. Humans - You Can't Ignore How AI Performs 56:00

43 weeks ago56:00