Marketing maverick John Steele knows a thing or two about turning startups into success stories. As the founder of John Steele Consulting, he's transformed his experience with high-growth startups like KeyMe into a unique agency model that's changing how entrepreneurs approach their marketing challenges. Through his innovative Startup Sprints system, John has moved away from the traditional agency model of endless maintenance contracts to focus on high-impact projects that deliver real results for startups and small businesses. His journey from marketing executive to entrepreneurial consultant wasn't just about seeking freedom in his schedule – it was about creating a new way to serve the underserved startup community with specialized expertise in marketing automation and content strategy.
Hi, John! 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?
John Steele Consulting is a full-service marketing agency for the entrepreneur, startup and small business community. Instead of endless maintenance tasks and big contracts, JSC is laser-focused on projects that make a lasting impact on small businesses. We do this through our Startup Sprints – four project menus representing four stages of startup development--Positioning & Competitive Analysis, Marketing Operations, Content Strategy and Content Production. My focus on underserved specialties like marketing automation and content strategy has made JSC a go-to resource for companies looking to run more efficiently, set goals and show serious impact.
Tell us about the moment you finally felt like you went from wantrepreneur to entrepreneur.
At the end of last year, I closed my first project that didn't come from a traditional freelancer relationship, but from my website, using the Startup Sprints.
Describe the moment or period in your life/career that motivated you to make the entrepreneurial leap.
Like many marketers, the best way to climb the ladder is to jump jobs. I was once again at a point where it was time to look for my next opportunity. I couldn't stomach working for someone else again, not having control over my day, not being able to take the afternoon off to run an errand or go to an event at my kid's school. Necessity is the mother of invention, and here we are.
Describe a tool, service, or software that has been a game-changer for your business. How does it contribute to your success?
Bonsai. I was put into this by a fellow entrepreneur. I was struggling with how I was going to manage all of the administrative tasks of running a business – proposals, invoices, time tracking, banking, taxes – Bonsai manages it ALL. It is built for entrepreneurs. You can get a business checking account with them. They can help you with estimated payments for taxes. You can track your hours and automatically add them to invoices. You can build a proposal template and a product menu so you can have a proposal ready in minutes. It's a lifesaver.
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.
The reason my business focuses on startups is because I have been fortunate enough to work for some very successful startups. By far, the most successful was KeyMe. They received hundreds of millions in funding and disrupted the $7 billion locksmith industry. I built their national search strategy, redesigned their website, and contributed to results that earned repeated investment rounds. But, after 3 years there, it was clear they were moving in a different direction. I had built them a race car and now, they were just looking to incrementally improve their lap times. That didn't really interest me. After that, I realized working with startups on projects that would get them to that next level is where I could shine. That was the start of the idea for JSC – it took a few more years to make it happen, but that's where the focus began.
What unconventional strategy did you employ that significantly impacted your business?
Its a small thing, but its been huge for me. Some friends introduced me to a new web browser called Arc. I struggle with focus so Google Chrome's tab system didn't work for me. Even when you grouped the tabs, it was still too chaotic. I needed a way to separate each of my clients into separate browsers while I worked on them. The Arc Browser makes that possible. It has made me more organized and allowed me to maintain focus even on my busiest days. That was a game-changer that allowed me to manage a growing client roster.
What’s something you wish you knew sooner that you’d give as advice for aspiring or newer entrepreneurs?
Do the math - actually, sit down, make a budget, figure out what you NEED to make in order to keep your life together. Then, figure out how much business you'd have to close to make that number. You'll be surprised. It's not as much as you think.
Want to dive deeper into John's work? Learn more on the links below:
- Visit John Steele Consulting's website johnsteeleconsulting.com
- Follow John Steele Consulting on LinkedIn
- Connect with John on LinkedIn: John Steele
- Subscribe to John Steele Consulting's YouTube Channel
