BizTrek's History
The Launch (1994)
BizTrek was formed in 1994 by Gil Gerretsen after he noticed the consistent successful impact of his 12 "Marketing Triggers" when he shared them with friends who owned small businesses. (Actually, his wife pointed out to him that his friends were getting wealthy from his advice and ideas ... and he wasn't!)
But Gil had some other insights too! In the years leading up to the launch of BizTrek, Gil had started to recognize and believe that the only way for someone to achieve sustained economic freedom in their small business was to develop, test and master their own marketing efforts, rather than relying on consultants, advertising agencies or media sales reps!
He felt that nobody understands the heart of their business better than the owner ... so nobody can communicate that heart to the customers better than the owner!
Unfortunately, few affordable resources existed where small business owners could become proficient in the practical aspects of day-to-day marketing, resulting in needless suffering and countless lost opportunities. (Far too many people have been teaching fancy theories that rarely translate to reality.)
The Early Years (1994-1999)
The company was originally launched in South Carolina as ListenUp! Communications, but Gil changed it to ListenUp! Marketing when he discovered another company by a similar name in Colorado (it was a music store). However, when he decided that it was time to trademark and protect a name with global opportunities for branding, he created a new name that was more unique. An avid StarTrek fan, he blended the "business" element of the company with the "futuristic" marketing processes to create the BizTrek brand and trademark.
Gil initially started working with small business owners in a 1-to-1 mentoring relationship (back then few small business owners had ever thought of using outside coaches or mentors). He would meet with them twice per month for an hour each time, in exchange for a modest monthly retainer. He would typically work with 40-60 business owners during any given month (his wife was happy that he was finally making a nice income too ).
During the course of the next 1 - 2 years, he would teach his clients about the 12 Triggers while also helping them create and implement corresponding tactics. The businesses he worked with realized amazing results. At one point, Gil was able to identify over 20 local entrepreneurs who had gone on to reach millionaire status and attributed a significant part of their success to Gil and the BizTrek process.
The First Book (1999)
Gil's approach to small business marketing caught on and word about him spread. People from other communities (and many more locals too) started contacting him for help in growing their small businesses. He became so busy that people often had to wait over four months ... just to have an exploratory cup of coffee with him! That was good AND bad!
So ... it was time to take BizTrek to another level. He decided to write a book about his principles, hire some more help and begin the process of expanding BizTrek to other communities through people he would train.
The first step, was a limited-edition published in 1999. The Giraffe Principles was a pithy and practical book that was praised for cutting through the fluff and focusing on the practical insights that really mattered. Exactly 2000 copies were printed in celebration of the approaching millennium (200 copies - the year 2000). The book sold out in just a few months, but he stuck with the original promise and no more were ever printed. Almost all were sold online, at $17.95 per copy, using a relatively new (at the time) marketing channel called the internet.
The First Expansion (2000-2007)
Given the interest in his ideas from outside Greenville, Gil began the process of recruiting and training other mentors. Using a territory based model materials license, the BizTrek process eventually became available through select mentors in 20 different cities in the Eastern USA.
Things were looking good and then , the unthinkable happened ...
In 2003, Gil's wife Susan was diagnosed with a very aggressive form of breast cancer. Although her oncologists held out hope for some promising experimental treatments, they estimated her chances of survival at 80% for the first year and less than 20% for five years! Suddenly, the needs of his wife trumped the needs of BizTrek.
Facing numerous surgeries and tiring chemotherapy sessions, Susan needed his attention and love. So, he made the decision to terminate BizTrek's expansion efforts and cut back his personal clientele as well. For the next four years, he focused on serving a loyal cluster of private clients while focusing much of his energy on the home front. Susan passed away from her disease in January of 2007! If you would like to read about her journey, it is available as a free eBook. To access it, go to Susan's Song (SusansSong.com)
Out of necessity during the four years he was taking care of Susan, Gil began working with some small business owners using a small group format.
He began by walking his clients through an orientation seminar about the 12 Triggers. After the seminar, he offered revolving in-depth workshops every week, and then invited graduates into a roundtable-style mastermind alliance (called a Guild) with up to four other small business owners. Each month, the members of the Guild discussed their implementation of a specific Trigger, what was working, what wasn't, and what changes were needed going forward.
As this new Guild process unfolded, Gil noticed that it was actually a superior solution for his clients than the extended 1-to-1 approach. Not only was Gil able to still provide his personal counsel and mentoring, but other business owners were able to share as well. Often the Guild members generated even better solutions than Gil might have given on his own. Members were starting to use their understanding of the 12 Triggers to reach even greater heights!
The Global Era (2008 - Now)
Understanding the Guild mechanism launched BizTrek into a new era. Through powerful emerging technologies, our members can now learn the 12 Triggers at their convenience online ... through various tools such as the Boot Camp coupled to direct interaction with a skilled BizTrek Marketing Mentor. Then, to hone their skills, they can participate in BizTrek's Think Tanks (still called Guilds) to boost their marketing performance. Our members are now able to connect with like-minded small business owners anywhere in the world! We are excited to see what the future holds!
BizTrek's Guiding Manifesto
BizTrek is inspired by three operating values. They define us and drive us. We share them with you so you can better understand us and evaluate us!
1) Business owners need a practical PROCESS to define and manage their marketing plans.
Research has proven that most small business owners try a hodge-podge of marketing ideas from many different places and just hope that some of those ideas work well enough to sustain the growth of their business.
For most, there is no real science or process to it at all ... just a "grab bag" of theories, tactics, statistical models, and anecdotes that generally translate poorly into consistent everyday success.
This is actually true in big and small businesses alike, but big businesses generally have budgets large enough to diversify their marketing efforts, thereby putting the law of averages to work. Although many big business marketing campaigns also fail, their deeper pockets and ability to spread the risk still give them a reasonable rate of return on their total marketing efforts.
However, small businesses normally have to market on a shoestring, both in terms of money and time available. If they get it right, their marketing drives solid growth. If they guess incorrectly, they are often forced to close the business.
The 12 Triggers approach gives all small business owners a proven and practical marketing process.
2) Business owners need a safe place to discuss marketing options with like-minded peers.
Many small business owners have viable business concepts but just do not know how to get their sales message across effectively with a good return on investment. Our belief is that most small business owners, with the right marketing know-how and processes, can effectively develop and manage the proper tactics themselves. In fact, we believe it is crucial that they do so.
However, it is often risky to "go it alone." People through the ages have benefitted from the "Mastermind Principle" where like-minded teams work on problem solving and accountability. That is the fundamental value of everything from production teams to a corporate board of directors. People with different perspectives work together to produce a better end result.
In the same way, small business owners need a safe place to explore marketing options with others. However, it is crucial that those peers have a common language and approach -- a process and a leader that they all agree upon. Otherwise, confusion abounds and the efforts become a waste of time.
Through the BizTrek Network and Guilds, a small business owner find the productive collaboration they need.
3) Business owners should test and refine key marketing tactics before delegating them.
If someone else does it for them, they never truly own the knowledge behind their growth and are forever beholden to outside providers for the success of their business! Ad agencies, consultants, and even media sales reps are generally not productive resources for a small business owner. Why?
Ad agencies need to work with large marketing budgets ... which most small businesses do not have. Even if you have the advertising budget they look for, you are still not receiving a comprehensive solution that covers all the other marketing tools and options. Plus, most small businesses are typically assigned to a junior account executive. Do you really want to put the future of your business in the hands of a novice?
Consultants typically expect significant monthly fees (which most small businesses cannot afford) and hope to extend the engagement as long as possible. Although many consultants can indeed be helpful, it often takes a long time for the improved results to cover the cost of the early fee outlays. And after they have finally completed the task, the consultant still keeps most of the know-how in their possession. For lasting success, you really want to make sure you know how the answers were developed so you can become a master marketer in your own right!
Media sales reps generally act as if they have your best interests in mind (and many truly care about your success), but there is one flaw in their system. If they do not sell you anything, then there is no food on their table! They have one primary goal -- to convince you to use their station or publication. And since they sell all day long, they can generally make a convincing case that they are the perfect solution for you. In addition, they are often marketing novices. They often make mistakes while they are learning the ropes and frequently lead business owners astray because they are not properly trained in the art of marketing.
There are indeed proper times to use these resources, but most small business owners use their marketing providers inappropriately and unproductively.