Meet Heather Waisanen, the mastermind behind Coastal Maverick, in our latest Wantrepreneur to Entrepreneur Spotlight. When life threw her a curveball with a layoff in 2022, Heather didn't just roll with the punches - she came out swinging. Taking her side hustle and transforming it into a full-fledged boutique out-of-home advertising firm, she's now the captain of her own ship in the choppy waters of entrepreneurship. From eye-catching billboards to attention-grabbing boat ads, Heather's innovative approach is helping brands make waves in the most unexpected places. Join us as we dive into Heather's journey, exploring how she navigated the transition from corporate life to running her own show, and pick up some nuggets of wisdom on resilience, networking, and the power of just getting started.
Hi, Heather! Thanks for joining us today. Tell us about your business. Who do you serve, how do you serve them, and what's the impact that your business and work makes?
Coastal Maverick is a boutique out-of-home (OOH) consulting firm. We do everything from media strategy, planning, & buying to campaign auditing and consulting. We serve clients across various industries who are looking to boost their brand visibility through unique, innovative, and impactful out-of-home (OOH) advertising. We serve them by offering a wide range of OOH advertising solutions, like billboards, car wraps, hand-painted murals, to digital boats. We tailor our approach to each client's needs to ensure they get the best results. By leveraging our extensive experience across the vendor, client, and agency sides, we create impactful campaigns that resonate with target audiences.
Our work significantly enhances brand visibility and drives customer engagement. By strategically placing advertisements in high-traffic areas, we help businesses reach a broader audience and achieve their marketing goals. Our campaigns not only boost brand recognition but also contribute to the growth and success of our clients’ businesses.
Tell us about the moment you finally felt like you went from wantrepreneur to entrepreneur.
There have been a few moments I've felt like I've gone from wantrepreneur to entrepreneur. Landing my first few clients was so exciting and it gave me the validation I needed.
Another moment was when I realized I was in control of how my time was spent. From meetings to making time for the gym, having full control over my schedule was a significant realization for me.
Describe the moment or period in your life/career that motivated you to make the entrepreneurial leap.
I always had a side hustle, and the goal was always to work for myself at some point. However, I was part of a large layoff in 2022 and that was the catalyst for me to take the entrepreneurial leap.
The layoff pushed me to reevaluate my career path, long term goals and seize the opportunity to turn my side hustle into a full-time venture. It was challenging, but it also gave me the motivation and determination to build Coastal Maverick. This experience taught me the importance of resilience and adaptability, and it ultimately led me to pursue my passion for creating impactful OOH advertising campaigns.
Describe a tool, service, or software that has been a game-changer for your business. How does it contribute to your success?
Two tools that have been instrumental in the success of Coastal Maverick are Google Workspace and Monday.com.
I use Google Workspace to organize all of my clients’ files, creative assets, and other important documents. This platform allows me to keep everything well-organized and easily accessible, ensuring that I can quickly find and manage client information. The collaborative features also facilitate seamless communication and coordination with clients and team members.
Monday.com is essential for managing my workload and tracking prospects. This project management tool helps me stay on top of tasks, deadlines, and client projects. It provides a clear overview of my responsibilities and progress, enabling me to prioritize effectively and maintain a high level of productivity. Additionally, it helps me keep track of potential clients, ensuring that no opportunity is overlooked.
We know that success is very often a non-linear path. Tell us about a failure, pivot point, or lesson that changed your course or direction and helped to get you where you are today.
I didn't learn this until I was a few months in, but being flexible as an entrepreneur is crucial for success. I wasn't finding clients right away, and I thought I could do everything on my own. I quickly realized the relationships that would build the business, and I attended conferences, chamber events, and network as much as possible. Without networking and building the relationships I have so far, I don't think my business would be moving in the same direction.
What unconventional strategy did you employ that significantly impacted your business?
I'm not sure if it's entirely unconventional, but I've done many free mock-ups and sample media plans to showcase what's possible to potential clients so they can visualize what their brand would look like on a billboard or wallscape. I've also done free consultations and advice to potential clients before pitching them.
What’s something you wish you knew sooner that you’d give as advice for aspiring or newer entrepreneurs?
You just have to start. There's no roadmap or blueprint for starting your own business, and you will figure out how to tackle even the largest obstacles! Surround yourself with other entrepreneurs, you have to be around like-minded people. Ask for help. People are more willing to help than you think, you just have to ask.
Want to go deeper into Heather's work? Here are some links:
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Visit Coastal Maverick's website coastalmaverick.com
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Connect with Heather on LinkedIn: Heather Waisanen
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Follow Coastal Maverick on LinkedIn
- Find Coastal Maverick on Instagram: @coastalmaverick
