Your Playbook For Success Interview with Carolyn Lowe

SPEAKERS

Carolyn Lowe, Joy Nicholson

Joy Nicholson: 00:03

Just chop all of that out. Okay. Hello everyone. Today I have a very special guest. Today I'm speaking to Carolyn. She is the CEO and co founder of ROI Swift. Now this is an agency. That is basically what they do is they help people that's doing Amazon things with paid advertising like Google and Facebook, and YouTube and all of these amazing things. Now, I myself, I always struggle with dropping Facebook ads and things like that. So it is really refreshing to speak to somebody that is an expert in the field in this and Carolyn is a mom of two ages also a licenced pilot. Now that is something I really want to dive into, because I think that is pretty cool.

Carolyn Lowe: 00:44

Hi, Carolyn, how are you doing? I'm great. Thanks for having me. Joy.

Joy Nicholson: 00:49

Thank you so much for agreeing to come on to the podcast. When I saw Lawson's pilot. I was like, whew, now that's fun. Can we can you please tell us how the Licensed pilot came about and how did you actually get lost and for being a pilot?

Carolyn Lowe: 01:02

Sure. So I grew up outside of Boston, and my sister and her husband had a small plane. And we used to fly to the Nantucket or Martha's Vineyard and have dinner and then fly home. And I thought that was so great. I've always loved planes. And growing up outside of Boston, there was lots of great 740 sevens, the overnight international flights, I always loved watching them take off from my office in downtown Boston. So that's how I sort of got into it. And then when I moved to Austin, Texas, it's a big state, and it's hard to get around. So I said this would be much easier, and I'm playing. So while I was working. at Dell, I actually started my pilot's licence in the evenings and eventually got my pilot's licence finally had to stop flying when I had my first child who I was about eight months pregnant, and I couldn't pull the yoke back far enough to to land the plane anymore. So I set up, I've got to hang it up for a little bit. So I haven't flown recently with two kids and a full time job as a CEO. But it's something that I still am passionate about. And I'm looking forward to getting back into. That is

Joy Nicholson: 02:07

so cool. And what a nice little icebreaker because it's just proof, you know that you can be a busy mom, and you can still enjoy life, right? And I'm sure you will get back into it very, very soon. If it's something that you're so passionate about. Can you tell us a little bit about your business? And how did it How did it start?

Carolyn Lowe: 02:26

Sure. So again, going back to Dell, I grew up outside Boston, but in 1999, Dell moved me down here recruited me to come help with their consumer marketing group. And they were small, really kind of scrappy with people were buying their first computer and we were number six or seven in markets. You're behind a company called gateway that's out of business now. So Apple wasn't in the top five gateway was above us. And it was really fun, and we grew it and then it became an $8 billion division. And it didn't wasn't as fun anymore. When it was an $8 billion dollar division. I realised I really love this growth stage. So after I left jail after six and a half years, I really after I went to a couple of companies and still worked in big corporate, I found after I had two kids, I really wanted to go small. And I went to this small mom and baby company that was doing about $3 million dollars a year in random all of their Amazon and e commerce. I was a team of one. And I just had to do everything and figure it out and in 5x them and then they eventually got bought by Reckitt Benckiser who owns Lysol. mucin, X, aerobic direct, you name it. And I really found my passion for these small businesses. So I started ROI swift in 2015. And it's been six years and we've helped stash a couple 100 brands now. And our goal is to help 1000 emerging brands by 2030

Joy Nicholson: 03:48

that is so so awesome. So you know, just you just you didn't just create a business you actually you're creating a movement because people you're helping so many people around you, what expire what inspires you every day to keep going on what you're doing.

Carolyn Lowe: 04:05

Yeah, we asked ourselves and our team that all the time if someone gave you a million dollars tomorrow, would you Why would you still come to work? What would make you still come to work. And what we found is it's not all about the money. You know, we're not Facebook or Google and we don't pay you a tonne of money and give you free lunches and do your dry cleaning and get your dog groomed and all the other things that big tech companies can offer. But what we find is that everybody's really passionate about what they do. And we realise that these emerging brands you know, most of our brands are anywhere from three to 30 million. They don't have a shot. They can't afford some hot shot from Nike or Starbucks or someone who's a $250,000 digital marketing expert. So we're really passionate about levelling the playing field for these emerging brands. We have a saying like if Nike wanted to hire us we would say no, like we would say no to Nike.

Joy Nicholson: 04:58

Yeah, and That is actually so cool. I myself work with small brands and small businesses because like I said, it's levelling the playing field, because a lot of companies, they just can't afford those big prospects. Right? And, and it is it's, it's, I think it's more rewarding personally, for me, it's more rewarding to see small businesses pop up, because we can actually help them more, right? So what is your if you say, for example, a small business of, say, a one man band come to you and they start up their business? What would your process be to take them through from start to basically where they can start generating money?

Carolyn Lowe: 05:35

Yeah, we typically don't work with true true startups, because you do need a little bit of money to get enough to technically significant data. Most of our brands are maybe five or six people. And maybe they're doing they're starting at 50 or $100,000 a month, on their, you know, on their direct to consumer website. But normally, we have a whole playbook for top of funnel brand new customers all the way down to people who are familiar with your brand, and so on. And so that's how we do it on the e commerce side. On the marketplace side, we basically have a playbook that has worked for every single brand we've ever worked with for Amazon. So we have a killer image listing playbook, we have a advertising playbook, and it's really nice. It's sort of like rinse and repeat. It hasn't not worked for us. So it's nice to have, you know, you can help as many brands is no about us.

Joy Nicholson: 06:32

Yeah. And that's, I like the word playbook. I'm part of a coaching programme, slash black lots of learning things every month, and I learned myself a lot from prior playbooks, I think playbooks are very, they're very, it's a very smart way to actually start learning and implementing things in your business. How did you come around with actually creating playbooks for your for your customers? Was that like a long process? Is it something that just that you developed as as it went along? or How did you do that?

Carolyn Lowe: 07:04

Yeah, I think one of my biggest lessons as you know, I, I worked in, in big corporate, I had HR I had finance, I had all these, you know, divisions. And then you go and you start a company and you know, you're less than 20 people and you're like, oh, wait a minute, I am the HR and I am the finance. And I've got to figure this out. Right. And one of the best things we did a couple years ago is we we implemented EOS that entrepreneurs operating system. And so now we have all of these processes documented and onboarding new clients and onboarding new team members is so much easier. Once you have a system and you have your processes documented. And you can just slot things in. And it's not what I found was even at Dell, you know, there was so much tribal knowledge that was in people's heads. And it's really hard to create that great repeatable process unless you have that. So we highly recommend you know, the attraction book and the EOS operating system for any entrepreneur. Just go out and read that book if you haven't, because it's, it's everything from hiring to processes, to growth, all of that came out of when we started doing the EOS system.

Joy Nicholson: 08:13

That is actually one of my top reads that I've got on my list of reading books in the next couple of months. So that's my holiday reading. I can't do it. Business holiday reading on my life is boring, but I just love it. Is that Carolyn? Being a mom, I'm also a mom of two kids. So I completely understand the struggle that comes with entrepreneurship and having a business and doing all luck. You've got so much going on at the same time. How do you juggle all of that?

Carolyn Lowe: 08:43

as well, I would ask you the same thing because you seem to have it all together joy. Happy to answer

Joy Nicholson: 08:52

No, I do not. And that's why it's always fun to ask these questions in moms because it's it's nice to see what other people are doing and maybe you can learn from them. Which is also good.

Carolyn Lowe: 09:01

Yes, well, I would say that prioritisation and outsourcing as much as you can, you know you you have an assistant for the longest time I didn't. And the best thing that I did was hire a 20 hour a week assistant. And she's here and she's a mom. And so she works 930 to 1230 drops her kids picks them up and then she works in our in the evening. And it is the best thing ever. I'm not sending out contracts. I'm not sending out documents, you know, we're fairly small company. And so figure out what you can offload, right what are those repeatable trainable processes you can offload? And that frees me up to have more time to spend time with people like you and to help others so I feel like ruthless prioritisation and we do those quarterly planning sessions and we work on two to three big things each, each quarter. And then, and then all the little stuff. You just have to let it go.

Joy Nicholson: 09:55

Yeah, it's so true. What you're saying. I was actually part of the Coaching programme that taught me how to put systems and things in place. And this is probably almost two years ago now and one of the very first things I learned was priority priority title. I can't even pronounce that word being you know, prioritising everything in your calendar. And it's amazing like when you do that, that you actually get time it's you see it, the things that you actually do Did you should not be doing is that something that you found as well that you were doing things you should not really be doing in your business?

Carolyn Lowe: 10:26

Exactly, exactly. So are my admin now she does a lot of the contract uploading or, you know, there's just so many things that I'm able to offload, finance, HR, she's done an amazing job, she screens all our initial candidates, we put in bamboo HR as an HR system, which has made our lives so much easier. So we're all about efficiency. So what can we do better, faster, cheaper, and we will constantly put money after software or performance improvements. So we spent, you know, $10,000, on a custom reporting solution that we built for our Amazon clients. And it's amazing, and it's 100 times better than anything you get from Amazon. Oh, and by the way, it frees up 40 hours a month for our team members, like they get a whole week back. So those are things that we're constantly looking for improvements to how can we be more efficient? And what are we doing that's repeatable and manual that we can automate?

Joy Nicholson: 11:27

Yeah. And it's so that would automate that is like exactly the key. Again, automation is so important in business. What has been your biggest challenge so far in your entrepreneurial journey?

Carolyn Lowe: 11:40

Well, as most entrepreneurs know, sometimes it can be lonely, right? When you are, you're the only person sitting in that seat. So for me, it's been, it's been great to have joined entrepreneurs organisation, the global eco network, I've had amazing conversations about finance with people in Singapore, in Germany, in New Zealand even and that has just been wonderful for me to have that sort of peer group of other CEOs to learn from. And then I think that's the hardest part is just never knowing what you don't know, right, I worked. This was the first business I started. And I did it in my late 40s. And so there wasn't a playbook for me. And so I think that that's probably a lot of the challenges, as you know, and others know, entrepreneurship is just a series of ups and downs, and you ride out the downs, and you enjoy the highs while you can. But it's not it's not a linear, you go in every day and punch a clock, it's some days are fabulous, and some days are just heart wrenching.

Joy Nicholson: 12:44

Yeah, that is so true. And I love the fact that you are, you know, you have this opportunity to actually speak to peers and learn from people. And that was one of the biggest reasons why I started this podcast is that other people can then for people like yourself, you know, being an expert in your field, you can share your knowledge and help other people. And, you know, obviously give them the opportunity to, to, you know, for you to inspire them. What has been your biggest success of so far that you feel has ended? It doesn't need to be business, it can be personal, too. But what has been your biggest successes you feel in the last few years that, you know, it's like you're Yeah, this is the biggest thing that I've achieved that I'm proud of.

Carolyn Lowe: 13:26

Well, I think getting two kids to COVID, I'm pretty proud of

Joy Nicholson: 13:30

that's being a bad as mom.

Carolyn Lowe: 13:34

I have an 11 and a 14 year old and just the fact that they survived COVID, I sort of am pretty pleased by that. But in terms of business, there was this brand that we took, they were two guys in a we work and we grew them to over 12 million in 18 months just on Facebook and Instagram ads. And now there are going to be a $2 billion business by 2025. Wow. It's just amazing. And when they came to us, they were with another agency in New York. And they asked us to look at what they were doing. They were six months old, I said they're letting your money on fire. And this, this hurts me this personally hurts me that they're taking your money. They're charging you all these agency fees, and they're doing a horrible job for you. And that's what sort of breaks my heart is just see, you know, these people would have been out of business eventually if they'd stayed with them. So I'm personally proud of the fact that I've added it up we've created over 200 jobs in Austin through the growth of our, you know, brands that we've worked with.

Joy Nicholson: 14:37

Wow, that is amazing. And that is something to be so incredibly proud of. So while Dan can and that is something really, really awesome. What do you what do you contribute to your success?

Carolyn Lowe: 14:51

I think there's definitely a component of luck. You know, I was lucky enough to have taken this job at the small mom and baby company and then you one of the founders introduced me to someone else and said, Hey, everyone needs a digital marketing a good digital marketing agency, there's so many bad snake oil salesmen out there. So I feel I was just really lucky to have taken a job at this company. And this person introduced me and they said, Hey, why don't we just start a company? You know, and I never would have done that on my own. So I really, you know, I think there's a definitely a component of luck and the universe just sort of dropping things. But I also think that, you know, persistence, tenacity, I also say, if you need something done, give it to a busy mom, because I'll tell you busy moms just get stuff done. My admins, a busy mom, and she's probably one of the most productive people I know who works four hours a day.

Joy Nicholson: 15:47

Yeah, it is actually amazing. I think I agree with you. Because most of the people that are not super productive are busy moms, they just know how to streamline things. I think it comes naturally, right? You just created that. But I think in some way, shape or form. As you see, I've got a big sign behind me hashtag goals. What is the why this has been a joke actually, with coaching that I did, and just, you know, encouraging the students to get the bumps in gear and actually do the goal. So if I see the big goals behind me, they're gonna now I'm going to preach for them to do this. But what is what is your method of setting goals?

Carolyn Lowe: 16:24

Yes, so we will look at we usually set them on a 90 day, 90 day goal, we have our 10 year goal, which is to help 1000 emerging brands by 2030. But we sort of chunk that down into 90 day goals. And that's, that's the way we look at it. Okay, if we want to get here in three years, and we want to get here in 10 years, what do we need to do in the next 90 days, that'll get us there? So we sort of chunk out, if you just take a goal, and you don't break it down into like, milestones or smaller goals, it just seems overwhelming.

Joy Nicholson: 16:56

Yeah, yeah, definitely. And then I'm assuming you do your success in your 30 day targets as well. Along with that.

Carolyn Lowe: 17:04

We typically only do quarterly just the way that our businesses. We don't, we don't so much do 30 and 60 days, but we really look at what do we need to accomplish in these next 90 days? Things that are smaller chunks like that just become to dues, right? They just become Asana task. That's right, you know, things that require a little bit of time to achieve.

Joy Nicholson: 17:25

Yeah. Now that is actually I completely agree with you on that, because, because I find even in my business, my podcast is my friend thing that I mentioned to you before we've pushed record, but I actually have a marketing agency, and I've got a coaching programme. So it's all synching with each other, but it's still you know, it's technically two different businesses. And I completely do the same, you know, you're not dies and then we break it down to little daily tasks even. But it's true what you say because it becomes a to do list and that's when you like, have your virtual assistant actually taking off some tasks at hand. So Carolyn, what is your routine looking like, because what I found out you probably classy like number it, like I tell people I've interviewed so far on my podcast, and one thing that I found that is quite, I would say almost similar is people routines. And you obviously your routine is different than other people. But I find that people that have routine structure in the business and in their life are the ones that tend to be more successful. So what is your routine looking like on a daily basis?

Carolyn Lowe: 18:29

Oh, I wish I wish I was I had more routine and, and regimen in my day. I do the one thing I do do is I have my Fitbit and I get in my during the week 8000 steps. And so it doesn't matter how I do it if it's at lunch, or if it's while I'm taking conference calls. And then Friday, I usually block three hours for clarity break, or strategic work, where I unplug, get away from technology, walk outside with just a legal pad and a pen. And you just let your mind go. And or you you you know it. And if you can't go for three hours, you know, you just think about everything within your business, like taking a break from working in your business to working on your business. And then if you have extra time, you just bring a business book and you're like, Okay, I've these are all the things that I've come up with. And it's amazing when you take those clarity breaks, I usually try and block off Friday afternoons to not do any client meetings or client work and just think more about the business where we're going or do some, you know, personal and leadership growth in that time. Yeah.

Joy Nicholson: 19:39

And it's so important to unplug. I completely agree with you. It's Yeah, I do that as well on a Friday. I do take a few hours. So Friday is just like a good day to do it. Right. It's just an awesome day. Can you tell us a little bit more about how you can help people in your business and how they can reach you and basically how they can get involved with you in some way. shape or form and how you can help them.

Carolyn Lowe: 20:03

Sure, you can go to our lousy website, we don't spend any time on our website, we spent all our time working on our clients business. So you can reach us at ROI swift.com. And you are where you can find us on LinkedIn and connect with us there. And if you're interested in just finding a little bit more about me, or the journey, or basically everything I've learned successes and failures over the last 20 years, my book is available on Amazon. It's called business do's and don'ts. And it basically is all my successes and failures over the last 20 years. And I wrote them all in a book, everyone kept telling me you should write a book. And so I finally did.

Joy Nicholson: 20:42

Nice, that's awesome, we will definitely put the links below. Like, as I mentioned before, the show is like the chance for people to get inspired. And to basically, when they're stuck in business, they get inspiration and they learn things. But what advice do you have for somebody that is stuck, or they want to start a business, but they're not sure what to do? What advice would you have for somebody like that?

Carolyn Lowe: 21:07

Great question. I would say talk to as many people as you can, you know, I was struggling with something in my business and go out and get as many experience shares as you can. In entrepreneurs organisation, we call them experience shares versus advice. Because if someone gives you advice, and it goes wrong, it's not great. But if you if you say, Oh, I had a similar situation, here's what I did in that situation, versus here's what you should do. I'm really trying to get especially in my marriage as well trying to take out the you should do this that doesn't that never goes well, right? giving advice. So we're really, really looking to have as many conversations as you can. And you would be amazed how many folks like my old boss said, It's from Dell, he's still a mentor of mine. And just, you let at least in Austin, people are so willing to help. There's a women's Angel network that I mentor, and I do office hours and I give away my time for free. And I just say find a great network or just talk to as many people as you can have as many coffees as you can have a goal of having three coffees a week, right? If you're thinking about starting a business, that's where I've learned so much is just from having conversations with people.

Joy Nicholson: 22:20

Yeah, that is amazing advice. And learning from mentors. And like I said, in the beginning peers, it's like, it's so important to learn from that. That's great advice, guys, I would I would strongly recommend to get three coffees a week and I mean, that's easily doable, right? It's like maybe half an hour to an hour a week, while a coffee per week. So it's very doable to fit that into your schedule. Carolyn has a last question. Do you have anything that I might have missed that you can give people advice on or share with? With them?

Carolyn Lowe: 22:52

I there's so much more. Again, most of it is in the book that I wrote. But the other thing that I would say that I've learned along the way, especially in hiring is definitely trust your gut. And we've hired a lot of folks that didn't work out. And I learned that the hard way. And so there's definitely a trust your gut, whether it's hiring business direction, software, you know, spending money, definitely there's, you know, you can look at everything, and then at the end of the day, you just got to go with your gut. So,

Joy Nicholson: 23:26

yeah, I love that. And it is true. You know, I feel.

Carolyn Lowe: 23:30

Warren Buffett does, yeah, that's a company that Warren Buffett buys is ones that he personally likes, like, he likes these candies. So he went and bought them, you know?

Joy Nicholson: 23:39

Yeah, now that is true. This has been fantastic. Thank you so much. And I really appreciate your time on the podcast today. And thank you so much for sharing your golden nuggets and inspiring the audience. I really appreciate your time. Thank you.

Carolyn Lowe: 23:53

Thank you for having me. Joy.