 Janay White, affectionately known as “The GOAT” of entrepreneurship is the CEO of eight successful companies including J White Enterprise. A mother of two from Jacksonville, Florida, Janay cultivates and creates opportunities for individuals to attain financial freedom and become prosperous in generational welfare.
Working two jobs a day for a living, Janay is no stranger to financial lack. Being coined as “less fortunate” she was not one born with the proverbial silver spoon. She worked for over nine years as a social worker and fraud investigator for the Florida Department of Children and Families by day and as a Revenue Auditor in the Accounting and Finance Department for UPS by night.With financial independence being a part of the foundation of her work, Janay says that she is "addicted" and passionate about credit repairing and sustenance. This passion and knowledge acquired with a lot of struggle, fuels her to educate others on wealth creation. She sat within inferior credit for seven years after receiving her first loan of $500 from Vystar Credit Union when she was 18 years old. She began rebuilding her credit at the age of 25, teaching herself to boost her scores. With the success of her credit boost, she seemed to have found the formula to not succumb to debt. With self-determination, Janay is the CEO of the following: J White Enterprises, Luigi’s Concrete and More, J White Marketing INC., J White Construction INC., J White Business Center, J White Properties and More, J White Institute, and Free Game BY J White. As a successful example of what it means to be a Black woman in business and entrepreneurship, Janay has managed to acquire over 26 AirBnBs and has secured all 26 for over a year. She has also purchased a plethora of investment properties using business credit only and coached mentees who serve in real estate with purchasing properties using business credit totaling over $2.5 million. In addition, her firm was awarded Best Credit Company of the year in 2021 by Best Boss Awards Group and she currently serves as a Trustee Member of the Jacksonville Jaguars Leadership Team. She was also nominated as Woman of the Year by the Leukemia and Lymphoma Society and has been selected as the City of Jacksonville’s Entrepreneur of the Year for 2022. Janay conducts seminars, classes, and even one-on-one counseling sessions to pass her knowledge of credit to others. She calls her seminars, The Credit Repair University where she focuses mainly on her mission to preach what she is practicing, ie, financial independence especially while being a woman. She believes that with the right information, dedication and willpower, anyone can achieve financial independence. Learn more about her company at JWhite-Enterprises.com and follow her brand on Facebook. J White Enterprises contains Janay’s companies of which she is the CEO with vast knowledge and years of experience. Janay has tried and tested her way into credit success and she is all into passing on the knowledge by way of her seminars and sessions. For press inquiries, contact J White Enterprises at 904-834-5116 or [email protected]
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 Whether you’ve been implementing growth marketing for a while or are new to the practice, you want to succeed. No one likes to miss a goal post. In business, the stakes are high. Not meeting your targets could lead to disappointed stakeholders, future resignations and financial losses. But to achieve success with growth marketing, you must be willing to learn from failure.
Unlike traditional marketing, there’s some experimentation involved. Growth marketers approach their strategies and tactics like scientists. Data and observation fuel a hypothesis, which gets tested to determine what holds water and what doesn’t. Nevertheless, growth marketing does offer tried-and-true tactics to help businesses thrive. Here are four ways to meet—and even crush—your growth marketing goals. 1. Use More Than One ChannelThe marketing landscape is more dynamic than ever. TV, radio and print are still around, but companies also reach consumers through social media and guerilla marketing tactics. Novel approaches such as native advertising are emerging to target audiences in unexpected ways. To exceed growth expectations, marketers should expand the number of channels or media types they use. Attempting to reach leads and customers through various forms of media is known as cross-channel marketing. While most businesses do this to some degree, growth marketing strategies hyperfocus on finding the right combination. Even more so, marketers aim to discover which channels work best at each stage of the buyer’s journey or marketing funnel. Maybe blog posts, podcasts and online events are highly effective for generating awareness and qualifying leads. However, personalized emails, direct mail and targeted online ads convert more leads into sales. Leveraging cross-channel marketing opportunities helps your business get its message across in ways that prospects and clients can appreciate. Using multiple media types also ensures you’re exercising the most appropriate tool for your audience at the right time. 2. Learn From A/B Testing Results Remember that bit about testing hypotheses? A/B or split testing is where you get to do that. You start with an educated guess about your audience and run a test to determine whether it’s true. For example, you might conclude your clients respond better to promotions emphasizing limited-time savings. You reached this conclusion based on customer survey data. So you test this hypothesis by sending two versions of an email. Both highlight your latest product sale, but only one includes language that encourages readers to act quickly. The test results show more conversions came from the email that stressed urgency. In this case, the results confirm the original hypothesis. Now you know to continue using this language to drive more sales with that audience. Successful growth marketers also use A/B testing to discover who their consumers are. They may not have enough reliable data yet or want to see whether various customer segments respond differently. For instance, distinct landing page versions might reveal that certain age groups engage more with specific design features. Growth marketers can then use those test results to refine the page so it will resonate with their targeted demographic. 3. Concentrate on the Entire Buyer’s Journey Traditional advertising usually focuses on the early stages of the buyer’s journey. The goal of a TV spot is to make consumers aware that a product, service or brand exists. Often, the hope is people will remember the business’s or product’s name when they’re ready to buy. But conventional marketing doesn’t typically address other stages of the buyer’s journey or funnel. A complete marketing funnel consists of six different stages. Awareness represents the top of the funnel. However, the remaining stages are acquisition, activation, retention, revenue and referral. Many people might be aware your product exists. A smaller percentage will visit your website or store for more information. From there, some will fill out a form, subscribe to your email list or make a purchase. Once leads become customers, you want them to stay. Ideally, you want them to make repeat purchases or add more services. Hopefully, those clients are so satisfied and enthusiastic about your brand that they refer others. Growth marketers who meet or exceed their goals realize that generating awareness is only the beginning. Revenue opportunities exist throughout the entire funnel, and customer relationships require nurturing to drive sales. 4. Rely on Real-Time DataEffective growth marketers realize data from a few months ago may not be reliable. Consumer behaviors and lifestyles can sometimes change drastically. A looming economic recession and supply chain disruptions might lead to behavior changes that impact your business. If consumer confidence is low, your customers might be less willing to add on new services. Alternatively, real-time data from website analytics and surveys may reveal a growing interest in replacing aging products or equipment. Perhaps current feedback indicates more of your customer base is responsive to promotions. They’re willing to act and recommit when they can get a deal. At the same time, customers want reassurance they can get the savings on the product they want. Growth marketers see all of this data as an opportunity to personalize the customer experience. Current inventory and client data could help craft marketing messages targeting customers with aged equipment. Those communications would likely highlight current promos on newer models from the same brand or manufacturer. Personalized emails could also show online and local inventory numbers to motivate clients. Conquering Growth Marketing ObjectivesIt takes grit and a willingness to learn and adapt to become successful at growth marketing. Strategies and tactics that drive results with one customer segment may not move the needle with another. Implementing diverse initiatives and juggling simultaneous experiments are par for the course. That said, a commitment to cross-channel marketing, A/B testing, relationship building and real-time data can help you realize the outcomes you want to see. Source: Forbes Startups do not fail because they run out of cash. They run out of cash because of the leadership debt incurred.  It is tough to build a startup, but it is even tougher to scale a startup. 90% of all startups fail, and only 0.6% of all startups break through the $10m revenue threshold. Given the current tech rout, we can expect this number to go down even further.
Founders seem to believe the no. 1 reason for startup failure was running out of cash. In my experience as a growth capital investor, running out of cash is not a reason for failure, but a consequence of failure. It is the consequence of the founders' failure to develop strong leadership skills, transition from founder to leader, and build a strong leadership team. If you want to lead your business from initial traction to sustainable high growth, you should start developing your leadership skills now. The longer you wait the more leadership debt you incur and the higher the likelihood your startup will not make it through the growth valley of death. Leadership debt is usually incurred already in the early-stage phase of a startupIn the early-stage phase of a startup, founders usually focus all their efforts on execution. They build a small team. They build the product. They invest in marketing and sales and generate first revenues. They make all major decisions themselves. But they do not use the early-stage phase to develop their leadership skills. They incur 'leadership debt'. In the growth phase, leadership debt cannot be repaid anymoreThe situation is totally different in the growth phase. Suddenly, the company has grown from 20 to more than 100 employees who may be dispersed across offices, countries, and even continents. In the growth phase, founders cannot focus solely on execution anymore. They cannot make all decisions themselves but must delegate 90% of all decisions to a strong leadership team. They are suddenly in charge of the people who drive the business. Unfortunately, becoming a strong leader who can attract, retain, and lead a strong leadership team is not learned overnight. It takes time and constant effort. When founders realize they must transition from founder to leader, it is often already too late. They cannot repay the leadership debt incurred. The leadership debt incurred leads to bad decisions that, in turn, lead to business failure. Incurring leadership debt can be avoidedYou can avoid incurring too much leadership debt. 1.Take ownership of your leadership debt. If a company fails, there is no one to blame but the leader. If you want to succeed, take ownership of your leadership debt. Work on your leadership skills and develop a strong leadership team early on. 2. Work on your leadership skills. Do not postpone working on your leadership skills. Certainly, there are always other things you can focus on. But eventually, your success and the success of your business depends on you transitioning from founder to leader. Do not procrastinate! Act! Read books! Listen to audio books! Attend courses! Hire a coach! Ask for feedback, listen, and improve! Every day. 3. Develop a strong leadership team. If you have a dysfunctional leadership team, you have a dysfunctional organization. Hence, start building a strong leadership team early on. A strong leadership team can make critical decisions themselves and helps you make good decisions. Ensure that your leadership team is not a team of functional experts only. They must be leaders themselves. Empower them and help them grow. 4. Watch out for leadership debt symptoms. You will not be able to completely avoid incurring leadership debt. But you can minimize it and repay it if you notice it early enough. Some leadership debt symptoms are:
Take ActionDeveloping your leadership skills can be the decisive action you take now to create one of the few startups that make it successfully through the growth valley of death. Do not wait! Act! In my new leadership handbook Leading Effectively, you will find actionable insights and frameworks you can follow to become an effective leader who leads with ease. If you are looking for a smart path through the growth valley of death, you may enjoy reading my high growth handbook for founders FastScaling. Source: Inc Magazine |
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