Author: shelly

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Do small businesses need a strategy?

Do small businesses need a strategy?

What is a Business strategist?

A business strategist helps companies to understand their customers and how they behave. They help businesses to create products that are more relevant, useful or attractive for the customer. 

 Business strategy is all about making sure that a company can thrive in the market, and that it can make the most of the opportunities it is given. An effective business strategy is crucial for every small business. The right strategy will ensure that a business is able to make the most of its resources, and it will also ensure that the business is fully prepared for the future.

Why do you need a business strategist?

Every business needs a good strategy to succeed. A good strategy requires more than just a good idea. It requires planning, research, and execution. It requires a team, a plan, and a lot of work. Strategy is everything. A business strategy is a plan for achieving a goal. It starts with an objective, then it spells out the actions needed to achieve it. It’s an overarching philosophy. A plan for the future and a mission statement. It’s a path to strategic growth. and what you do and why you do it. A good strategy is about the vision and the big picture. It’s long-term and not a single idea. A good strategy is a series of choices, tied together in a string of decisions. It’s the beginning, middle, and end of your business. Strategy is the reason you’re in business. It’s the reason you’re building a business. It’s the reason you’re trying to grow. A good strategy doesn’t just happen. It needs a team, takes a lot of work and needs to be flexible and fluid. Strategy is a plan. It’s a lot of work. It can be a risk. It can fail. That’s why you need a good strategist and a team to help you execute it efficiently.

What value can a small business strategist add to your business?

Business strategy is not something that most small business owners spend a lot of time thinking about. They get up in the morning and go to work or start working on their business and they don’t stop until they go to bed. But it doesn’t mean that they don’t think about their business every day. A good business strategist will be able to help you a lot with your business. A very, very big amount of value. And that’s why I love working with small businesses and startups. They are the ones who need it most. The ones who have no idea where they should be going or what their next step is. It’s my job as an entrepreneur coach to help them figure out how to get there. To make sure they don’t miss any steps along the way.


The best way to grow your business is by using the right tools at hand. You need to know what works for your company so that you can use it effectively. This article will help you find out how to do this.

You should always be on top of any changes in technology or trends affecting your industry. If you are not keeping up with these things, then you could miss an opportunity to take advantage of new opportunities.

Catch me over here on August 6th 11am – 1pm where I will be discussing more on this topic and business development and marketing.

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What If Plan A Is Not Working?

What is your plan B?

It’s been about five months since I sent my “monthly’ newsletter. I had to surrender to my writer’s block and allow myself the space to be inspired to write something worthy of your reading.

It is a world of uncertainty, and the small business owner has been hard hit. I see three main issues:

  • Isolation– and the impact it is having on our mental health, with the need to develop inner resources, and connection to others.
  • Over communication– We are worn out from this over-communication world we are living in. Email, social media, zoom, our relationships to the screen and the Internet.
  •  Multiple Priorities– There is way too much on our plate. the demand for managing multiple priorities and our efforts to turn something into results is just simply creating an exhausting scenario.

Here are three examples of clients that I’m working with now:

A 42-year-old man year-old married man lost his job due to Covid. He was in the midst of buying a home, and that fell through.  They had to move into his in-laws. He and his wife are living in a tiny space, he is working at a job beneath his skill set and is now not feeling well. We must come up with some strategies to rebuild his life, health and business.

A 45-year-old woman taking over the family business, scaling the business up is also living with her parents, and literally has 12 full-time roles. She must manage her personal and business development and how they can work together successfully.

Multiple clients are trying to understand what it takes to be seen and found when nothing they do seems to generate business

What is the answer? How do we address these issues?

In my coaching, we look at a reality-focused business model which is based on what’s going on in your target market and on the kind of life model you want to create. One that is manageable, satisfying, sustainable and prosperous. This is wholly tied to commitment. A commitment to your product, service, revenue, and yourself. This must be set in the present reality, not future planning. Often our ideas and desires are not based on what makes sense right now. I am interested in the gestalt of looking at what is possible in the here and now. What will bring us results now? What gives us momentum?

The second is the importance of connectedness. Now is the time to work with a coach or join a group. It is impossible to do this alone. The importance of working with a coach or in a group, and being connected creates focus, education, accountability, and that value is immense.

In attending networking and meetings, listening to webinars, listening to clients, presentations, and the issue of over-communicating is causing people to tune out, not listen, not read, and lose any value that might be presented.

Here are three key behaviors that will help us in all three of these issues.

Strategy:  Every decision we make, every ounce of communication, every interaction is defined by a mental-emotional, thinking process and applied to the context of achieving an outcome or outcomes. Strategic is a skill you can acquire. Before you plan any meeting or any talk or any communication, ask yourself these questions:

 What outcome do I want to have happened?

 What is the most principled and authentic approach?

What do I need them to know?

What am I thinking?

What am I feeling,

How will I communicate this effectively? Which leads me to……..

Brevity the art of learning to communicate in brevity and clarity in the spoken and written word is more important than ever in our over communicated, over spoken, overwritten world and saying what you need to say in a few impactful words as possible is imperative.

 What do they need to know?

 What do I want them to hear?

What do I want them to do?

If we are going to be seen and heard speaking in brevity is an imperative skill to acquire!

Conversion: In all conversations, in all correspondence, whether it be our website, LinkedIn, newsletter, or blog, the goal is to educate and engage our audience and move them to action. Our phone calls, presentation at networking or sales must be strategic including both emotion and logic and easily demonstrate:

Why they want to do business with you?

Why they want to do business with you now?

My hope is that you will understand we are all in the same place, whether we’re scaling up or scaling down, trying to find some ease and harmony in our new world and acting effectively to best utilize our talents and skills.

If your Plan A is not working, maybe it is time to strategize Plan B. I hear you; I see you and together we will gain clarity about what will best serve you right now.

I have a few slots left in my one-to-one coaching. I have groups starting in the end of September .

If you are  looking for a partner that can help you strategize both personally and professional, speak with brevity and convert your efforts into success let’s work together.

Schedule here to talk.


Shelly Berman-Rubera

Personal and Business Strategist

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End Of The Year/ Start Of The Year- 3 Session Coaching Package

3 Session Personal/Business Coaching Package


As the holiday season falls upon us, we get pulled in so many directions that we tend to neglect business development tasks that really must be done and often find ourselves starting the new year in old patterns and behaviors that we had hoped would change.

I am excited to offer you a 3-session coaching package meant to finish the year strong and get started on new initiatives right off the bat.

What is on your “I want to do list”?

Improved business owner performance, focus and productivity, emotional management, team training, marketing, hiring, website, sales, more revenue?

Let’s pick 1 or 2 high level “I want “and let’s get them done!

I like action oriented personal and business development and I am known for getting

sh…t done!

Here is my criteria for my “right fit” clients:

  1. Smart…they know their profession and are great at what they do
  2. Smart… enough to learn and receive coaching/consulting
  3. Smart …enough to say, I know this needs to be done, but I can’t do it and delegate it to Shelly to do!

Are you Smart enough to work with me now?

Call Shelly at 617-201-7224



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The old paradigm for coaching is that the coaches’ job is to ask the powerful questions to the client with the belief that the clients hold the answers and we the coaches are to then facilitate the client in finding them.

Now enter the new paradigm and an experienced Personal and Business Development Coach can help. I believe business owners do want to be asked questions and they are seeking “answers, executable answers.” They want to be paid 100 percent dedicated attention to their challenges and their issues. A Personal and Business Development Coach is somebody who helps you move from where you are to where you want to be, and does so by solely focusing on you, the owner and your life and your business.

In my experience, every day starts out with the greatest of intentions and opportunities and then the day to day distractions and multiple priorities distract and impede progress. Nothing worse than starting over every day, week or month.

After all, you’ll never really know what you’re capable of until there’s someone to push you outside your comfort zone. Just ask any athlete or top performer. If a Personal and Business Development Coach is something you’ve thought about recently but aren’t quite sold on getting one yet, here are four reasons why you should:

To Have an Intelligent Conversation

Imagine spending time, simply brain dumping and discussing your business and leaving refocused, re-energized and with specific strategies, ready to implement. Would that help your month? You bet it would!

To Explore New Ideas

Having a sounding board and an experienced ear to listen and bounce things off of is invaluable. By allowing allows the coach to facilitate your thoughts and ideas we can create a strategic path.

To Be Accountable

A coach serves as an incredible accountability partner who challenges you to strategize and prioritize your tasks while aligning your efforts toward achieving them.  What does it feel like to have someone in your corner who genuinely cares about your results and is dedicated to keeping you on track? ( it feels great)

To Receive Guidance and Solutions

A Personal and Business Development Coach will challenge your thinking, goals, and willingness to grow. A coach also acts as a role model because of the experience that he or she shares. Additionally, a coach has unique insights that broaden your personal and business awareness. I call it the “third eye” Often when we are simply trying to figure out the next best move, or the language to respond to a situation, it can be so beneficial to be able to reach out and get an effective answer.

To Gain the Wisdom to Best Utilize the Knowledge

Wisdom is a noun that refers to the ability to make sensible decisions and give good advice because of the experience and knowledge that you have. Someone may have all the knowledge about a subject but may not have the wisdom to utilize this knowledge properly to be able to act in a sensible manner!  A good Personal and Business Development Coach will have years of experience and wisdom to move you ahead fast.

Life is great, and life is challenging!  I get it!

Let’s schedule a 3 hours Laser Personal/ Business Development Coaching Session

The Truth About Succeeding in Life and Business Today

a company is only as good as its owner

From executives to business owners, we are struggling with the demands of building our businesses and managing our families. It is simply too much for most of us to be effective at all we must accomplish.

We become exhausted and not able to make smart decisions or operate from a strategic approach.

 This coaching program will help you to:

  • Manage emotion and energy and operate at a higher level
  • Define tactical steps to greater effectiveness
  • Develop a revenue-generating business model
  • Achieve managing multiple priorities

3 Hour Laser Coaching:

We will work on the specific issues that are getting in your way and impeding your progress and then we can discuss how on-going support will best serve you.

Setup a complimentary consultation to discuss this session now


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Success Is So Much Fun

What are the tools that are really working?

As I shared with you in the last email, my own marketing had fallen by the wayside while I was taking care of my client’s needs. This is embarrassing as I firmly believe in 30-day commitments to marketing.

You got to love email marketing! The results of my email blast speak for themselves, 40% of the recipients opened the email, 30% clicked through to read the blog, a colleague immediately called and asked to use the article in her blog to 4,000 readers and 3 people scheduled the

3-hour Laser Business Coaching!

I simply do not know any better way to get in front of your prospects, past clients and affiliates better than email marketing.

Seventeen years ago, I brought my daughter to her friend’s house for a playdate. It was the first time that I met the little girls Dad. Of course, we chatted, “what do you do?” He was one of the original engineers at CTCT, who created the software. ” I said, you are kidding me?” There is a way to reach all of your clients in one platform? I had a whole file cabinet of over 1,000 personal training clients and how else could I gain immediate contact with them and view the results of that outreach? And thus began my relationships with email marketing and CTCT!

SBR is named an All-Star for 2017 and is Re-Certified for 2018-2019

As a Personal and Business Development Coach, I still choose to partner with Constant Contact to provide my clients with the best online marketing products and services available. Although there are no many platforms to choose from, I remain using Constant Contact for my clients. The reasons include pricing, user-friendly editing, design, events, and automation!

Every year they recognize top-performing users with their annual All-Star Awards. I’m proud to announce that out of hundreds of thousands of customers, my work for 5 clients has earned me a 2017 All-Star Award. (and to boast just a little, I have been awarded every year for the past 6 years!)

As a Certified, Award Winning Constant Contact Provider, I can assist you to organize and segment your database to get it ready for email marketing, get you a complimentary template that matches your website so it is like emailing a live website, teach you the tricks of getting your emails opened create leads via click-throughs and teach you effective marketing strategies or I can even do all of this for you!

If you’re ready to implement award-winning online marketing services to your business contact me!

You can receive 40% off Constant Contact for 3 months

Get started today using promo code SPSC18 at checkout

This offer ends July 31st!



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Getting Stuff Done! Summer Time Productivity

Now’s the time to enjoy jumping into a body of water. It’s also a great time to jump into marketing and business development. As busy business owners, we spend so much time on client work that we don’t spend enough time on our own business development, client acquisition, and next steps.

As children, we finish the school year and we’re off to enjoy the summer at camps and the beach. As children, we had the chance to enjoy the season. Now, as adults, we must accept that we simply don’t get the whole summer off. It’s about finding balance and, while business may slow down, we’ll be very quickly heading to the last quarter of the year. Now’s the ideal time to reflect on what’s working and what needs to change

Due to my vast experience, I can work with clients in a results-oriented, laser-focused method.  I love my “Laser Business Coaching” that allows me to work with clients to create a strategic plan that can be executed, while we have a bit of breathing room.

Here is my winning formula for generating the path to making change and improvements.

The Laser Focus Conversation Will:

  • Identify the problem(s)
  • Identify why it is a problem
  • Define a strategy (or strategies) to make the problem less of a problem or even make the problem go away!

Since January, I’ve been neck deep working with my clients on developing their amazing business. I’m so grateful to be a part of their team. As a serial entrepreneur for over 40 years working with over 1,000 small business owners, I tell you I get it! It’s been very challenging to pay attention to my own business’s marketing. My clients are the small business owner who needs to gain a share of the market, to update their websites with positioning to design to successful busy companies, where there’s so much to do and so many contemporary systems and strategies to improve. The common goal is to increase revenue and the number of clients and to improve marketing, communication, and collaboration with the owners and staff to ensure that we’re all on the same page heading to success.

I understand it’s hard to understand what a business coach might do for you. You might even be saying to yourself, “I need help. I need a business coach,” but you don’t know how to make a commitment to working with a business coach because you don’t even know where to ask for help.

I’ve created 20, 3-hour slots from now until August for this laser coaching.  Schedule Here!

I invite you to bring me your challenge(s) and let’s work together to help you fully enjoy your summer and the months to come! We all need marketing and breathing room!


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Where Has SBR Been and What’s in it for you?

 I hope this blog post finds you healthy, happy and busy at work! After a busy year last year, I purposely pulled back a bit from mid-November until after the first of the year to enjoy the holidays and re-charge. Since then I have been going full throttle and loving it, but like all of you, getting my newsletter out is a challenge. I believe that blogs and newsletters are one of the most important marketing strategies and my goal this month is to share with you what else I think is important for us to do to build our businesses and stay in touch with our audiences.
In the past, if you wanted to become a successful small business owner, it took passion, a skill, a great personality, and a willingness to meet people. But in today’s world, you need a strategy and system and an understanding of what will work in your business to bring in clients.
This is what I hear all of the time.
“Maybe I need to:
Ø post more on social media…”
Ø spend more time cold-calling…”
Ø join my local Chamber of Commerce…”
Ø hire this guru or that expert…”
Ø buy another promised result program”
And so it goes, until we are burnt out or in despair.
We are usually too busy taking care of our clients to pay enough attention to our own marketing and we really don’t know what to do or say, so we do nothing!
Here’s how I see it:
Ø It starts with knowing exactly WHO your best clients are (and no, you can’t be all things to all people).
Ø Your positioning and messaging must be clearly defined on a contemporary website that attracts prospects and converts them to leads. (It must be beautifully mobile optimized like this one. Be sure to view this on mobile).
Ø You must be sending a branded, compelling, and educational newsletter delivered on a regular basis that positions you as a thought leader.
Ø You must have a branded and well-composed LinkedIn in profile (like this one).
Ø You must develop and execute a LinkedIn outreach strategy (depending on your target audience, other social media sites. You do not need them all.)
Ø You must develop and deliver an educational presentation (like this one).
Ø You must have the ability to hold a brief, compelling conversation that engages the prospect to WANT to work with you (whether that is on the phone or in person).
In my experience, when we have these pieces in place, we can most effectively grow our business.
How many of these pieces do you have?
How many are working for you?
What needs improvement?
Will you let me help you?
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Year End Reflection, Clarity and Recovery

As the holidays and the yearend fast approach, it is a great time to reflect and gain clarity about where we have been and where we are going. Throughout the year, it often feels as though we are on a fast-paced treadmill going at an unrelenting pace without enough time to be mindful about our direction. The holiday break is a great time to gain perspective and create a course of action.
In my own reflection and clarity, I thought about what words and behaviors mean the most to me personally, as a business owner, and as a business and personal coach. Here are my four words.
Tenacity – by definition, the determination to continue what you are doing. Life and business throw us highs and lows and sometimes even sucker punch us, but it is the tenacity to keep going that is the key to a good life.
Health – In our sitting down , forward head, high-stress lives, it is harder than ever to take care of ourselves. I know for sure that sound nutrition, strength training, and getting up from our desks are imperative to our success.
Knowledge – In our ever-changing, fast-paced lives, I feel it is crucial to be a forever student. I believe that a commitment to reading and learning is the only way we can keep up, stay up to par, or get ahead.
Relationships – We have become a “screen” culture and for me that is not a people culture. I love my friends and colleagues and have built my personal and business life with loyalty and connection. I care about my clients as I care about my friends.
Those are my four words going into 2018. I will consider them several times throughout the year. I know that I will have a truly successful year if I keep them top of mind.
What are your four words? I would love to hear them.
I wish you the happiest of holidays filled with joy, laughter, and time for reflection,
clarity and recovery!
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How To Express Gratitude In Business

At Thanksgiving time, we usually reflect on how much we appreciate our family, friends, and the loved ones in our lives, but as a business owner, I find myself adding my clients to my gratitude list. As a Business and Marketing coach, I am truly grateful to my clients who have touched me both personally and professionally.
As we know, a company is only as good as its owner, so work must be done not only on a revenue/productivity level, but also on a personal level. The relationships I have acquired through my business require trust and sharing and I appreciate them greatly.
This Thanksgiving, I am looking back at a prosperous year with true gratitude to my clients who helped to make this happen. We all work very hard to have successful businesses and I thought I would share with you some ideas to demonstrate gratitude to our clients and colleagues:
Referrals: Our intimate knowledge of each other’s expertise can be appreciated by giving a referral! Talk about each other. There is no better referral than word of mouth.
Testimonials: I know we are busy, but finding the time write a testimonial is enormously helpful. Once received, they can be used on all of our marketing collateral, including our most important websites.
Social Sharing: There are simple things we can do on social media — post on our clients’ accounts, share their newsletters, share their posts, and equally ask for a share.
I am grateful for the opportunity to work with so many smart, talented people and for the chance to be a part of their journeys.
Thanksgiving is the perfect time to pause and think about how your clients have touched your life and be thankful for them.
Have a beautiful, gratitude-filled Thanksgiving holiday!
With Warm Regards,
Shelly Berman-Rubera
SBR-Small Business Results
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Knowledge vs. Wisdom

Many people mistake knowledge for wisdom because they are intimately related, but this is not true, they are quite different in an important way. Knowledge is the accumulation of facts and information. Wisdom is the synthesis of knowledge and experiences into insights that deepen one’s understandings and actions. In other words, knowledge is a tool, and wisdom is the craft in which the tool is used.

If we understand this difference, we will also appreciate why it is vital to properly distinguish between the two. With the Internet, we are literally awash in a sea of information! But, having a tool and knowing how to use it are two entirely different things.

I have been enjoying a National Geographic show named Einstein and picked up on a quote from Albert Einstein, that stood out for me. “wisdom is not a product of schooling, but of the lifetime attempt to acquire it.”

Wisdom is a noun that refers to the ability to make sensible decisions and give good advice because of the experience and knowledge that you have. Someone may have all the knowledge about a subject but may not have the wisdom to utilize this knowledge properly to be able to act in a sensible manner!

During the past 40 years I have spent my professional life as a serial entrepreneur and speaker. This period represents four decades worth of experiences and lessons that are highly relevant to success in today’s business world. These experiences include running businesses, consulting and coaching others to successfully navigate a variety of challenges in the day to day business world. More than ever, I am convinced that what is needed right now is human connection.

As a small business coach, engaging in countless conversations with owners, coaches, consultants and professional services, I have become deeply attuned to the struggles they face on a daily, weekly, and monthly basis. Not only are these issues caused by small business owners trying to wear the hats of sales, marketing, finance, IT, and operations, but to a great extent by their exposure to continually changing market trends with increased information, greater reliance on technology, tougher competition in the marketplace and the escalating complexity of today’s business world and simply the bombardment of knowledge.

With these factors, firmly in mind I specialize in offering group coaching to connect people to people and to bring my wisdom to the group. The purpose of these group is to provide, connection, focus, support and accountability. Group coaching attendees benefit from the peer learning with others, commonly referred to as the collective wisdom of the group. Group coaching is a powerful way to leverage time and resources and connection to gain the knowledge and the wisdom so badly needed today!

I believe we need all of this: each other, knowledge and wisdom!


Shelly Berman-Rubera

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