The ultimate who's who of 2020 — favorite Houston Innovators Podcast guests of last year. Photos courtesy

Editor's note: With 2020 in the rearview, InnovationMap is looking back on the top stories of the year. With over 60 episodes of the Houston Innovators Podcast and about half of those being recorded in 2020, here are the top episides from the year.

Chris Buckner, co-founder and CEO of Mainline

With sports went offline, esports startup Mainline saw an opportunity for growth during the COVID-19 outbreak. Photo courtesy of Mainline

What happened when collegiate sport stadiums shut down and seasons were postponed? People started to turn to esports to get their competitive fix. And Houston-based esports tournament software company Mainline saw a huge boost to business.

"Everyone is looking for how to get sports, or esports, in front of people because everyone is just missing [sports] so much," Chris Buckner, co-founder and CEO of Mainline, says in a June episode of the Houston Innovators Podcast. "We've been very fortunate to work in the industry we do."

On campuses this past spring, colleges are looking for a way to connect with and engage students, Buckner says. And, Mainline has even been able to attract interest on the professional level.

"Our June will pretty much be the best month of our company, and a lot of that is driven by the fact that everyone is looking for a digital solution rather than an in-person solution," Buckner says.

Read more and stream the podcast episode here.

Fiona Mack, head of JLABS @ TMC

Fiona Mack joined JLABS @ TMC as head of the incubator. Photo courtesy of JLABS

Last year, JLABS @ TMC — a local health tech startup incubator under the Johnson & Johnson arm — welcomed Fiona Mack as the new head of the program. On her plate was assessing the needs of the incubator's 49 member companies in the portfolio and understanding the needs of the Texas innovation ecosystem.

"As I learn more about the history of life science sector in Texas, over the past 20 years there has been an impetuous to build up this critical mass of companies here to really make it a strong hub that competes with the energy sector to make it a pillar of the economy here," Mack says in a November episode of the Houston Innovators Podcast.

One of the things that's top of mind for Mack is a focus on diversity — both from an entrepreneurship and a representation standpoint.

"From a research perspective, there's a strong effect of having a lack of diversity in a lot of the metrics we're looking at," she shares.

Read more and stream the podcast episode here.

Joe Alapat, CEO of Liongard

Joe Alapat is the CEO of Houston-based Liongard, which just raised a $17 million series B round. Courtesy of Liongard

Despite a pandemic that at least in some ways negatively affected venture capital investment, a Houston software startup managed to persevere with a $17 million series B. Liongard's CEO Joe Alapat, who co-founded the company with COO Vincent Tran in 2015, says in a May episode of the Houston Innovators Podcast that the round was the result of ongoing relationships with advisers and investors that meant a successful round — even in light of a pandemic.

In the episode, Alapat also shares his advice for Houston startups looking to tap into the Houston innovation ecosystem — something he's watched grow over the past five years. Now, he says, when it comes to new startups in Houston, "the waves are hitting the shore."

"Houston has always been an entrepreneurial city, and this is just that next stage," Alapat says on the episode. "For me, it's the technology side that excites me even more to see technology companies really succeeding."

Read more and stream the podcast episode here.

Megan Eddings and Amanda Cotler of Accel Lifestyle

Megan Eddings and Amanda Cotler of Accel Lifestyle joined the Houston Innovators Podcast to share how they made the pivot from making T-shirts to face masks. Photos courtesy

For years, Megan Eddings, founder and CEO of Accel Lifestyle, worked on perfecting the perfect antibacterial fabric for an anti-stink athletic clothing line, but it only took her a few weeks to pivot toward using the material to make masks.

On a May episode of the Houston Innovators Podcast, Eddings and Amanda Cotler, director of operations, shared the story of how this pivot came to be and how they saw the Center for Disease Control was recommending wearing bandanas and cloth when face masks weren't available, they had an epiphany.

"Megan and I read that and immediately hopped on a call with our team," Cotler says. "We had a realization with our antibacterial fabric that a face mask made from it would be so much cleaner."

Within 24 hours, the duo had a sample in their hands, and they had 14,000 yards of their Prema fabric being shipped from California to Houston, where they had managed to find 60 local sewers ready to start making the masks.

Now, with the Houston workforce making moves to return to the workplace, Eddings says she's seen an increased interest in corporations wanting custom masks with the company logo on it for their employees.

Read more and stream the podcast episode here.

Durg Kumar and Allen Bryant,  partners at Knightsgate Ventures

Houston-founded venture capital firm heads into second fund focused on social impact Durg Kumar (left) and Allen Bryant, partners at Knightsgate Ventures, join the Houston Innovators Podcast to discuss their second fund. Photos courtesy

Durg Kumar founded Knightsgate Ventures in order to find and fund startups with a social impact and a profitable business strategy. The Houston-based firm was founded in Houston and has since expanded to add a New York partner, Allen Bryant, to the operation. The duo joined the Houston Innovators Podcast in November.

"For a very long time, there was a perceived trade off between social returns and financial returns," Bryant says on this week's episode of the Houston Innovators Podcast. "What we are seeing now is that's really not the case. You actually have businesses that are bringing impactful change and those businesses are propelled by that."

The VC's first fund invested in six startups — including Houston-based Voyager — and is now heading into its second fund. Kumar says the first fund's success was in part due to his network. Now heading into the second go around, Knightsgate's network has grown with the addition of Bryant.

The end of the year, Kumar and Bryant were focused on helping their portfolio startups focus on the next year.

"Now's a good time to retrench and focus on building product," Kumar says, "so that in 2021 when travel restrictions ease, then you've got your refined product to go out and take it to the customers."

Read more and stream the podcast episode here.

Joy M. Hutton, local leader of the Grow with Google in Houston

Joy M. Hutton leads the Grow with Google in Houston. Photo courtesy of Google

In November, when Google announced it was expanding its Grow with Google Digital Coach program to Houston, Joy M. Hutton was named the local leader. The entrepreneur and business consultant is hoping to help provide important business resources to entrepreneurs just like herself.

"In Houston, you have a lot of different resources that weren't available to startups before just within the past few years, and I think that's huge," Hutton says in a December episode of the Houston Innovators Podcast. "Being more inclusive with people who need the resources who haven't traditionally had access to those resources is a big initiative. I personally am proud to be a part of that."

Hutton specifically calls out resources like MassChallenge and Founder's Institute — both of which she serves as a mentor for — as well as DivInc, gBeta, and of course the Grow with Google program. To get involved, Houston entrepreneurs can head online to learn more and keep an eye out for monthly classes online — and hopefully, in the future, in person events as well.

Read more and stream the podcast episode here.

Kyle Judah, executive director of Rice University's Liu Idea Lab for Innovation and Entrepreneurship

Kyle Judah joins the Houston Innovators Podcast to discuss his new role. Photo courtesy of Lilie

When Kyle Judah accepted his position as executive director at Rice University's Liu Idea Lab for Innovation & Entrepreneurship, he had spent less than 48 hours in the city of Houston. In fact, his first two months in the role have been spent completely remote and out of town.

Still, his limited in-person interaction with the city and with Rice made an impact.

"One of the things I found so exciting about what's going on in Houston right now that, quite frankly, was incredibly attractive about the opportunity to come and join Lilie and Rice was that Houston has these big pillar companies in energy and health care and all these critical areas that the world, the economy, and the society needs," Judah says in a September episode of the Houston Innovators Podcast. "That's all in Houston right now."

Judah and Lilie's goal is to help identify the innovation happening on campus at Rice and bring it to the world. And, he says, Rice as a whole has a huge place in the greater Houston innovation ecosystem. The challenge is identifying what industries Houston and Rice have an opportunity to disrupt.

"We can't just copy and paste what works for the Bay Area or what works for Boston," he says. "We have to figure out what is going to be the authentic right sort of centers of excellence for Rice and for Houston — areas like energy, health care, space. It just so happens that these areas that Houston and Rice have historically done better at than anyone else — those happen to be the most grand challenges for all of humanity."

Read more and stream the podcast episode here.

Houston-based Mainline is providing the tournament software for an unprecedented esports showdown between the Big 12 schools. Jamie McInall/Pexels

Houston esports company to provide software for a first-of-its-kind collegiate tournament

game on

While college football's fate this fall is up in the air thanks to the coronavirus pandemic, the Big 12 Conference is definitely going to face off virtually thanks to esports software developed in Houston.

According to an announcement from the Big 12 Conference and Learfield IMG College, its multimedia rights partner, the tournament has opened for registration for all 10 member schools — Baylor University, Texas Christian University, University of Texas, Texas Tech University, Iowa State University, University of Kansas, Kansas State University, University of Oklahoma, Oklahoma State University, and West Virginia University.

"This is a great opportunity to engage in an emerging space on a Conference-wide level," says Big 12 Commissioner Bob Bowlsby in a news release. "This opportunity is a unique way to provide original content from within a competitive environment during these challenging times. We appreciate the collaborative efforts that have made this first-of-its-kind Big 12 Championship tournament possible."

Houston-based Mainline, an esports software startup, has been selected to provide the tournament software for this unprecedented event, which is set to take place July 13 to 16. Each of the 10 schools will host its own single-elimination qualifying tournament featuring Madden NFL 20. Students have until July 10 to register to compete. Big 12 Now on ESPN+ will air both the schools' finals and the Big 12 Conference Championship tournament. The host of Big 12 This Week, Bill Pollock, will call the tournament.

Not only will Mainline's tournament software enable the competition, but it will allow Learfield IMG College to sell sponsors on esports visibility. Just like the football season, the esports tournaments will promote school branding and an opportunity to connect with student participants.

"It's more important now than ever to provide college students the ability to stay connected and engaged, and our technology can help aggregate the college esports community to help make that happen," says Chris Buckner, Mainline's CEO and founder, in the release. "This will multiply the opportunity, power and fun of esports to college students attending all Big 12 universities and keeps students competing while still practicing social distancing."

Earlier this month, Buckner joined InnovationMap's Houston Innovators Podcast to discuss the opportunities — as well as the challenges — the pandemic posed for his company.

"Everyone is looking for how to get sports, or esports, in front of people because everyone is just missing [sports] so much," Buckner says on the episode. "Our June will pretty much be the best month of our company, and a lot of that is driven by the fact that everyone is looking for a digital solution rather than an in-person solution."

This week's Houston innovators to know includes Chris Buckner of Mainline and Austin Hill and Brad Jenkins of Seed Round Capital. Photos courtesy

3 Houston innovators to know this week

who's who

This week's Houston innovators to know have all grown or started a company during the COVID-19 pandemic — a bold choice. From an esports software entrepreneur to two serial founders looking to invest in the next generation of Houston tech startups.

Chris Buckner, co-founder and CEO of Mainline

With sports offline, esports startup Mainline has seen an opportunity for growth during the COVID-19 outbreak. Photo courtesy of Mainline

While Chris Buckner has found the isolation aspect of the pandemic challenging, he shares on this week's episode of the Houston Innovators Podcast that it's actually been an extremely exciting time for his esports tournament software startup, Mainline. This year, Mainline is poised to onboard over 100 schools to their system, and, while most of those schools were lined up before the pandemic, the process has been sped up.

"Everyone is looking for how to get sports, or esports, in front of people because everyone is just missing [sports] so much," Buckner says. "We've been very fortunate to work in the industry we do."

On campuses this past spring, basketball was cut short, baseball was canceled, and football's status is currently unknown. Colleges are looking for a way to connect with and engage students, Buckner says. And, Mainline has even been able to attract interest on the professional level. Read more and strea

Austin Hill and Brad Jenkins, co-founders of Seed Round Capital

Brad Jenkins and Austin Hill have announce the launch of a growth and invetment-focused incubator for startups called Seed Round Capital. Photos courtesy of Seed Round Capital

Brad Jenkins and Austin Hill wanted to create a firm that prioritized funding for growing tech startups in Houston, so they teamed up to launch Seed Round Capital, an investment and advisory firm based in Houston and for Houston-based startups. Rather than an accelerator model, the new firm will focus on long-term support for its portfolio companies.

"Our program helps startup founders fund and scale their businesses with management guidance from seasoned entrepreneurs. In addition, founders receive training on proven business methods specially formulated by Seed Round Capital, and access to funding," Hill says in a statement to InnovationMap.

Startups can apply online to be selected to receive mentoring from Jenkins, Hill, and a network of experts involved in — or previously involved in — Entrepreneurs' Organization (EO), a local group of business leaders. Once selected, Seed Round's startups will have access to office space at The Cannon. Read more.

With sports offline, esports startup Mainline has seen an opportunity for growth during the COVID-19 outbreak. Photo courtesy of Mainline

Houston esports software startup poised to have best month amid pandemic

HOUSTON INNOVATORS PODCAST EPISODE 35

When you think about the types of industries that are having a moment during the COVID-19 crisis, it's hard to deny the growth in exposure and viewers esports and gaming has seen across the world.

Mainline, Houston startup that develops software for esports tournaments at the collegiate level has seen opportunity in the gaming sector's growth. This year, Mainline is poised to onboard over 100 schools to their system, and, while most of those schools were lined up before the pandemic, the process has been sped up, says Chris Buckner, co-founder and CEO of Mainline on the Houston Innovators Podcast.

"Everyone is looking for how to get sports, or esports, in front of people because everyone is just missing [sports] so much," Buckner says. "We've been very fortunate to work in the industry we do."

On campuses this past spring, basketball was cut short, baseball was canceled, and football's status is currently unknown. Colleges are looking for a way to connect with and engage students, Buckner says. And, Mainline has even been able to attract interest on the professional level.

"Our June will pretty much be the best month of our company, and a lot of that is driven by the fact that everyone is looking for a digital solution rather than an in-person solution," Buckner says.

The business of esports was already growing, but COVID-19 has lit a fire for companies with solutions in the industry. Buckner says at the start of the pandemic, he had to lay off employees that were focused on physical events. Now, in light of the growth of business, he says he's looking to hire as well as raise another round of funding next spring.

Buckner shares more about the opportunities — as well as challenges — COVID-19 has posed for the esports startup on the podcast. Listen to the full interview below — or wherever you get your podcasts — and subscribe for weekly episodes.


Houston-based Mainline has announced new partnerships with a few universities. Jamie McInall/Pexels

Houston esports company taps nearby universities for partnerships

Game on

A Houston esports platform has announced that four universities — including one in town — have made moves to optimize the company's technology.

Texas A&M University, the University of Texas - Austin, Louisiana State University, and Houston's own University of St. Thomas have made a deal with Mainline. The company, which just closed a $9.8 million series A round, is a software and management platform for esports tournaments.

The four schools will use the software to host and grow their on-campus esports communities, according to a news release.

"These are top universities seeing the value of esports on-campus and making a choice to support their students' desires to play and compete — much like in traditional sports," says Chris Buckner, CEO at Mainline, in the release. "Adoption of Mainline is validation of the opportunity to engage students and the broader community with a compelling esports platform, as well as strengthen a school's brand, provide additional partnership opportunities and market their initiatives"

While UST has is still in the process of utilizing Mainline for its esports platform to grow its program and will use the software for its first tournament in 2020, A&M first used Mainline's software this past spring, but has doubled down on its commitment to esports.

"Texas A&M recognizes the significant esports presence on campus and the importance of supporting this thriving student community. Mainline allows us to maintain the brand continuity of the university, and to drive incremental inventory and value for sponsors," says Mike Wright, director of public relations and strategic communications at Texas A&M Athletics, in the release.

The platform provides its clients with an easy way to manage, monetize, and market their tournaments.

At UT, the school's administration, along with its Longhorn Gaming Club, is currently running two tournaments on Mainline: Rocket League and League of Legends.

"Texas has had a long established esports community on campus, and our partnership with Mainline will enable us to more closely work with Longhorn Gaming to better support this audience to benefit our students and partners," says Mike Buttersworth, director of the Center for Sports Communication and Media at UT, in the release.

Meanwhile at LSU, the university is running an esports Rocket League qualifying tournament on the Houston company's platform to select a three-student team to represent the school at the inaugural "Power Five Esports Invitational" in New York in January, according to the release.

"This kind of tournament is a first for our campus, and Mainline is making it easy for us to be able to host this qualifying tournament for our students to ultimately represent our university at the Power Five Esports invitational," says Robert Munson, senior associate athletics director at LSU.

As for Mainline, these four schools are just the beginning for universities using the platform.

"Mainline is continuing this collegiate momentum with another 10 powerhouse universities expected to come aboard our platform by the end of 2019, and 50 more by the spring 2020," says Buckner.

Meet this week's Houston innovators to know. Courtesy photos

3 Houston innovators to know this week

Who's who

This week, some key Houston innovators to know include the CEO of a tech company that's demystifying Google's SEO, a local entrepreneur who just raised millions in funding, and the newest addition to the Houston innovation ecosystem.

Michael Umansky, CEO of Edgy Labs

Michael Umansky Ink and Edgy Labs

Courtesy of Edgy Labs

For years, Michael Umansky and the team at Edgy Labs have been figuring out the ins and outs of Google's algorithm for digital marketing purposes. If Edgy knows how Google ranks content, Edgy can provide the most optimized content out there for its clients.

But the Houston SEO experts also realized another group of people they can help: Content creators and writers. So, Edgy Labs created INK — a writing tool to help this group of individuals create the best and most optimized content without having to know anything about SEO.

"We envision a world where the content creators can control their own search destiny," Umansky says. "What we want to do is focus on empowering those writers to really take the power of search back into their own hands without having to be SEO experts." Read more.

Chris Buckner, CEO of Mainline

Courtesy of Mainline

Chris Buckner, CEO of Mainline, closed its series A at $6.8 million. Houston-based Work America Capital led the round, and the esports software startup will use the funds to grow its platform, event management customer base, and marketing efforts, as well as to hire developers, marketing, and sales talent.

"The world of esports and gaming is exploding; however, continuity in tournament organization is lacking, keeping the sport from really taking off in other viable and exciting markets," says Chris Buckner, Mainline CEO, in a news release. "Mainline gives brands the tools they need to run powerful esports programs that will evolve the quickly maturing industry to the benefit of players, students, and the greater esports ecosystem." Read more.

Jon Lambert, CEO of The Cannon Houston

Jon Lambert The Cannon

Courtesy of The Cannon

The Cannon Houston has had a big week — from celebrating its new flagship space to announcing its latest downtown outpost. And now, the coworking and startup hub has announced a new CEO: Jon Lambert.

"Lawson and his team have done an incredible job taking The Cannon vision and making it real. I'm happy to be part of the positive momentum and energy they have created. There has never been a better time for startups to enter the market, but achieving success has never been more challenging. The Cannon is playing a unique role in helping evolving companies navigate and accelerate their way through this journey." Read more.

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Mayor greenlights major solar farm project in south Houston

shine on

Mayor Sylvester Turner and the city council have given the green light on a project that will convert a 240-acre former landfill in Sunnyside into a brownfield solar installation.

The public-private partnership with Sunnyside Energy LLC. received unanimous approval on a lease agreement that will move the project — which is a part of the City's Climate Action Plan and Complete Communities Initiative — forward.

"The Sunnyside landfill has been one of Houston's biggest community challenges for decades, and I am proud we are one step closer to its transformation," says Mayor Turner in a news release. "I thank the Sunnyside community because this project would not have come together without its support. This project is an example of how cities can work with the community to address long-standing environmental justice concerns holistically, create green jobs and generate renewable energy in the process."

The solar field, which is anticipated to be installed and working by the end of next year, will be able to power 5,000 homes and offset 120 million pounds of CO2 each year, according to the release.

"We applaud the actions of Mayor Turner and the City Council in taking this significant step," says Dori Wolfe, managing director of Sunnyside Energy LLC, in the release. "It is a strong vote of confidence for this impactful project. All members of the project team realize that this Sunnyside Solar facility will be an iconic statement in the rejuvenation of the community. We are grateful that Mayor Turner has given us his support."

The city's involvement with the company began in 2017 when Houston joined the C40 Reinventing Cities Competition – a global competition to promote sustainable energy projects. As a part of the competition and through the city's efforts on the initiative, powers at be selected the winning proposal from Wolfe Energy LLC, which formed Sunnyside Energy LLC to execute the urban solar farm project.

Per the lease agreement, the city of Houston owns the land and Sunnyside Energy will be the tenant responsible for permitting, construction, operation, and more.

Houston health company acquired by Seattle tech biz

M&A Moves

A West Coast health tech company has announced the acquisition of Houston-based 2nd.MD.

Accolade Inc., which uses technology solutions to help users better understand their benefits and the health care system, announced last week that it has signed a definitive agreement to acquire Houston-based expert medical opinion company 2nd.MD.

The goal of the acquisition is to further simplify the healthcare experience for employees and increase return on investment for employers, according to a press release from Accolade, and the company will continue to offer 2nd.MD's service on a stand-alone basis as well.

"We share a common vision to help every person live their healthiest life by dramatically improving quality and accessibility of care through a people-focused, clinically-driven support model," says Rajeev Singh, CEO of Accolade, in the release. "Bringing 2nd.MD's world-class Care Team and digital approach with expert medical consultation into Accolade, and continuing to offer it on a stand-alone basis, will have an immediate and measurable impact for our customers, their employees, and the health plans we work with."

"Both companies have built deep relationships with employers and health plans by helping employees navigate the increasingly complex and inconsistent healthcare system," Singh continues. "With the addition of 2nd.MD, we'll nearly double our total addressable market while providing the most comprehensive, integrated healthcare navigation experience available."

2nd.MD supports over 300 employers — connecting more than 7 million people to over 900 nationally recognized, board-certified medical specialists. According to the release, the company reported unaudited revenues of approximately $35 million.

"When it is you or a loved one facing a serious health decision, waiting for weeks to receive a second opinion from an expert isn't acceptable. We've built a scalable Expert Medical Opinion offering that treats every member like family," says Jason Melton, CEO of 2nd.MD. "Combining our Care Teams and technology with Accolade will enhance the reach and quality of support to members from the moment of crisis to the other side of treatment on the path to wellness. We share a common business vision, our cultures are highly aligned around employee purpose and we share a common mission to change healthcare for the benefit of all consumers."

5 PR and marketing tips for Houston startups and small businesses in 2021

guest column

The past year has been a rollercoaster for small businesses. When the pandemic hit, every single person was affected. We've all had to pivot in some way either personally, professionally, or both.

As public relations and marketing professionals who specialize in working with small businesses, we've spent the last 10 months in the trenches with our clients, advising and helping business owners and entrepreneurs navigate these uncertain times. While small business revenue is down since January 2020, it's not all doom and gloom out there – we've seen many other businesses experience unexpected success and growth, and according to economists, we are entering the greatest entrepreneurial economy of our time.

And as we start this new year, there is no better time to invest in business growth and planning. Below are five tips to help you get started.

1. Get smart on your PR

Whether you know a little or a lot about public relations, marketing, and social media, take some time to get caught up on the current landscape. It is constantly changing, and having a better understanding of how traditional media, social media, paid marketing, owned content and all other components can benefit your business will inform decisions about where to allocate your time and resources.

First, assess what stage of business you are in as well as your business goals to determine what PR and marketing tools could be most beneficial to your growth at this time. Not all small businesses are prepared, financially or otherwise, to invest in PR, and there are fundamental steps you can do on your own to get your business positioned to succeed.

With online education booming, there are many free resources and tools at your disposal. We created All You Need Method to simplify PR and marketing for small business owners. You can download our Free PR Roadmap on our website to assess what level of PR support is right for your business. We also created The PR Starter Kit online course to give small business owners the fundamental tools they need to use PR, marketing, and social media to support business growth and build a lasting brand – and it only takes a few hours to complete.

2. Revisit your target audience

The world has changed significantly over the past year and so have the wants, needs, habits, and interests of consumers. As a small business, it's imperative to understand your target audience's current problems in order to relate to them, build trust, and deliver a product or service that is meeting their needs.

Before investing time and financial resources creating and executing a 2021 business plan, take a step back and consider your ideal customer. Outline how the past year has created opportunities or challenges in their life, problems they are facing, new shopping habits, lifestyle shifts, communication preferences, concerns, etc. If you have more than one ideal customer, work through this exercise for each.

With this new perspective, you will be equipped to make business decisions through the lens of how you can better serve your customers, rather than how to increase revenue.

3. Stand for something

Brands that are succeeding today are the brands that are authentic, vulnerable, and that stand for something. According to a global study by Zeno Group in July 2020, consumers are 4 to 6 times more likely to purchase and champion purpose-driven companies.

Having a purpose doesn't require a brand to have a philanthropy component or an outspoken political stance – it's about identifying your specific values and making them apparent through your messaging and leadership within your industry. Values could include committing to sustainable production methods, outstanding customer service, commitment to diversity, or supporting a specific cause. What is most important is that your values are authentic and that you can stand behind them long-term.

As the founder/owner of a small business, you have an opportunity to put a face and values behind the brand so that your company is about more than selling something.

4. Clarify your message

After revisiting your target audience and carefully considering your brand values, incorporate those findings into your messaging. Conduct an audit of your website, social media channels, and all external facing materials, and update your messaging to ensure that if your ideal customer had a 30 second encounter with your brand, they would walk away with your most important messaging points. Important points to consider as you craft new messaging include:

  • How your product or service solves a problem for or benefits your target audience
  • Brand values
  • Points of differentiation

5. Be authentic and communicative

Before the days of social media, a brand had to rely on third parties, including editorials and ads in magazines and newspapers, to spread the word about their brand. Social media and all "owned channels," including a brand's website, blog, and newsletter, have leveled the playing field and allow small business owners to have control over their communication with customers. Through your owned channels, a brand can decide what to post and when, which is incredibly valuable.

While securing press and advertising opportunities is valuable to growth and brand awareness, it's largely outside of one's control. Focus your time and financial resources on communicating with your audience by creating content for your owned channels. Creating content and posting consistently can seem overwhelming to a solopreneur or small team, but there are ways to make it manageable:

  • Pick only a few owned channels to focus on, prioritizing platforms you are most familiar with using and where your audience is most active
  • Quality and consistency are more important than quantity. If you're only posting once a week due to bandwidth, commit to that frequency and increase frequency as you are able
  • To inspire and inform content creation, think about how you can serve your customers through your areas of expertise and what is relevant to both your brand and audience (events, holidays, partnerships, new product launches, etc.)
  • Create a content calendar so that you can plan out posts a month in advance to avoid last minute scrambling to decide what to post

Once you've worked through these five tips, make a plan to support your business goals - and start thinking in two phases.

  • Phase 1: Pandemic Home Stretch - Although there is hope with a COVID-19 vaccine, we know we will likely be dealing with the effects indefinitely. Use this time of uncertainty to get your business in the best shape possible.
  • Phase 2: Post Pandemic - How do you want your business or brand to show up when the world opens back up? It feels far off, but it is closer than you think and there is a huge opportunity for those who are willing to put in the work now.

Remember, these challenging times will pass. There is massive opportunity for the businesses and brands who are willing to reflect, pivot, and plan for a brighter future.

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Kathryn Worsham Humphries and Carla M. Nikitaidis are the co-creators of Houston-based All You Need Method, a PR and marketing resource for small business owners and entrepreneurs.