3 Houston innovators to know this week

who's who

This week's innovators to know roundup includes Heath Butler and Samantha Lewis of Mercury Fund and Adam Kuspa of the Welch Foundation. Photos courtesy

Editor's note: In this week's Monday roundup of Houston innovators, I'm introducing you to three innovators across the city — each in their own ways financially support the region's top innovators.


Heath Butler and Samantha Lewis of Mercury Fund

Heath Butler has been promoted to managing director of Mercury Fund, and Samantha Lewis joins the firm as principal. Photos courtesy

Houston-based Mercury Fund, which focuses on early-stage startups located in central United States, announced the promotion of Heath Butler to managing director from network partner. Additionally, Samantha Lewis — formerly investment director at Houston-based Goose Capital — is joining the fund as principal.

"Over the past few years, we've continued to build our investment team with top talent from our ecosystem," says Blair Garrou, co-founder and managing director of Mercury, in a news release.

"The promotion of Heath and the addition of Samantha will further Mercury's early-stage venture leadership in Middle America, and is illustrative of Mercury's deep commitment to diversity as a core value driver," continues Garrou. Click here to read more.

Adam Kuspa of The Welch Foundation

Adam Kuspa of The Welch Foundation joins the Houston Innovators Podcast to discuss the COVID-19 vaccine, materials science, and more. Photo courtesy of The Welch Foundation

It's been an interesting year for Adam Kuspa and the Welch Foundation as — just like any other organization — the pandemic has caused various disruptions for Kuspa and his team. At the same time, COVID-19 has forced an unprecedented public-private response from the medical community, the government, and more.

"I'm very proud of the scientific enterprise in this country and around the world — they way it's been supported, developed, and maintained over the years — to allow for something like this be even contemplated," Kuspa says on this week's episode of the Houston Innovators Podcast.

Over the last 40 to 50 years, researchers in the fields immunology, vaccine research, protein biochemistry, and more, have seen increased support, Kuspa says, and that's what made a difference in the pandemic and allowed for a vaccine to emerge so quickly. Click here to read more and to listen to the episode.

Adam Kuspa of The Welch Foundation joins the Houston Innovators Podcast to discuss the COVID-19 vaccine, materials science, and more. Photo courtesy of The Welch Foundation

Houston nonprofit leader on the importance of supporting research — from COVID-19 to materials science

HOUSTON INNOVATORS PODCAST EPISODE 62

The Welch Foundation, a Houston-based nonprofit that supports researchers across the state, has identified a need to dedicate resources toward a specific field of study that affects everyone on a daily basis — and has done so for years: materials science.

"There's a reason that paleontologists and historians named the ages of human society after materials — the Bronze Age, the Stone Age, the Iron Age," Adam Kuspa, president of the Welch Foundation, says on this week's episode of the Houston Innovator's podcast.

"You don't think about it, but it's because those materials transformed the way humans could interact with other humans and their environment," he continues. "Now, we're in this age of advanced materials. Every way a human interacts with their environment involves a material."

Despite this revolutionary moment the field is in, materials science still tends to be a relatively underfunded sector of research with a lot of potential, Kuspa says. That's among the reasons that the organization announced its plan to create the Welch Institute at Rice University focused on materials science. The announcement included a $100 million gift to the university, and the institute's physical location is currently under construction.

Aside from this recent announcement, it's been an interesting year for the Welch Foundation as — just like any other organization — the pandemic has caused various disruptions for Kuspa and his team. At the same time, COVID-19 has forced an unprecedented public-private response from the medical community, the government, and more.

"I'm very proud of the scientific enterprise in this country and around the world — they way it's been supported, developed, and maintained over the years — to allow for something like this be even contemplated," Kuspa says.

Over the last 40 to 50 years, researchers in the fields immunology, vaccine research, protein biochemistry, and more, have seen increased support, Kuspa says, and that's what made a difference in the pandemic and allowed for a vaccine to emerge so quickly.

"All of these things that have been going on in the background that the public has been blissfully unaware of — the thousands of researchers that have been doing this work over decades — has allowed for the concept of a COVID-19 vaccine to be brought forward in a short time," Kuspa says. "From identifying the source of a pandemic illness in December 2019 to be vaccinating against that illness within 12 months is astonishing."

Kuspa shares more about the new institute and his thoughts on how both COVID-19 and its vaccine will affect modern medicine in the episode. Listen to the full interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.


The Welch Foundation has announced a $100 million gift to Rice University to establish The Welch Institute focused on materials science. Photo courtesy of Rice

Houston-based foundation commits $100M to Rice University to create new institute

material science matters

A private foundation that funds chemical research within the state of Texas is dedicating funds to a new venture — an institute focused on advanced materials at Rice University.

The Welch Foundation announced today a $100 million gift to Rice University to establish The Welch Institute. The institute will foster the study of matter, the design and discovery of new materials, and nanotechnology, and it will be led by an independent board of directors and scientific advisory board.

"The Welch Institute will focus on the development of advanced materials for the good of society and to advance the vision of Robert A. Welch, who believed in basic chemical research as a powerful force for transformative breakthroughs and improving the quality of life," says Welch Foundation Chair and Director Carin Barth in a news release. "It will bring together top minds across all disciplines to catalyze innovation and center leadership in the field right here in the Houston area."

Material science has an impact across industries — from energy, water, space, telecommunications, manufacturing, transportation, and more.

"Innovation is the foundation of progress. More than ever, the discovery of new knowledge is in turn the precursor of innovation. That is why universities and the work we do are key components of the innovation ecosystem," said Rice University President David Leebron at the press conference. "We expect the Welch Institute to serve the needs of all mankind, but we also expect it will secure a stronger future for the people of Houston."

The institute has a huge opportunity to lead the way in material science in the United States — as most of the current research and innovation within this field is happening on foreign land.

"While [material science] is fundamental to every conceivable aspect of our lives, the United States may be falling behind in terms of advancement in this field," says Gina Luna, board member of The Welch Foundation and acting president of The Welch Institute, at the press conference. "Of the top 10 material science institutes in the world today, not one of them is in the U.S. We believe the Welch Institute can change that."

Luna adds that the organization will bring together experts together in Houston, "where we just know how to get things done," she adds.

Rice is an ideal home for the initiative, says Pulickel M. Ajayan, chair of Rice's department of materials science and nanoengineering, and Houston stands to benefit from the program as well.

"This new institute will serve as an international hub for materials research, so that people from all around the world can come here and spend time and see Houston and Rice as a destination for materials research," he adds.The Welch Foundation has granted over $1 billion in funds and has endowed 48 chairs at 21 Texas universities, says Peter Dervan, chairman of the Scientific Advisory Board of The Welch Foundation and Bren Professor of Chemistry at the California Institute of Technology.

"We want to develop the Institute while maintaining all of our legacy grant programs and awards, which have served Texas scientists so well over the years," he adds,

This week's Houston innovators to know include Adam Kuspa of The Welch Foundation, Amanda Ducach of Social Mama, and Jay Rogers of IBC Bank. Photos courtesy

3 Houston innovators to know this week

Who's who

During this ongoing pandemic, Houston innovators are coming up with solutions and relief across every industry.

This week's three Houston innovators to know include a researcher who is helping fund scientists across the state, a Houston momtrepreneur looking out for the women wearing several hats at home, and a banker who wants to help you keep your financial information secure online.

Adam Kuspa, president of The Welch Foundation

The Welch Foundation, led by Adam Kuspa, funds basic research across the state of Texas — research that's important both in and out of pandemic. Photo courtesy of The Welch Foundation

Adam Kuspa observes the impressive work researchers across the state are doing across the chemical and biomedical disciplines as president of Houston-based Welch Foundation, but his job looks a little differently now. As COVID-19 has taken center stage in the world, people are desperate for a cure and vaccine.

However, as the race to find these solutions, Kuspa — along with other researchers and scientists — is watching carefully to see how the disease and its to-be solutions will affect research and medical innovations as a whole.

"What people forget in the rush to get a drug out is that you could also make matters worse," he says. "Drugs don't automatically cure or are neutral. They can also do harm. So, you want to be careful not to make the situation worse." Click here to read more.

Amanda Ducach, founder and CEO of SocialMama

Amanda Ducach quickly upgraded her app, SocialMama, to help increase virtual access to health care professionals for moms stuck inside during the COVID-19 crisis. Photo courtesy of SocialMama

With much of society working from home, a huge burden has been placed on parents who are juggling their careers and homeschooling their children for the rest of the academic year. In many situations, the bulk of this responsibility has weighed heavy on moms, and a Houston momtrepreneur knew how to help them out.

Amanda Ducach, founder and CEO of SocialMama, created her app to link up moms for friendship and mentorship, and she was planning on expanding the app to add in experts and professionals into the mix this summer. However, when COVID-19 hit, she realized this was something moms needed ASAP.

"We learned quickly that moms' behaviors were drastically changing throughout this process of the pandemic, but also that over a million babies were going to be born in isolation," Ducach says on this week's episode of the Houston Innovators Podcast. "That really changes the walk around maternal health." Click here to read more and stream the podcast.

Jay Rogers, chairman and CEO of IBC Bank

You are more vulnerable to financial cyber threats in a crisis. Here are some tips for staying safe. Photo courtesy of IBC Bank

You know what you might not have thought of during these unprecedented times? Cybersecurity. Lucky for you, Jay Rogers of IBC Bank has. He shared his tips for keeping your financial information safe online in a guest column for InnovationMap.

"This is a time of great need," he writes. "Unfortunately, it is also a time of great opportunity for criminals. As Houstonians respond, as they always do, be sure to protect yourself while you are helping our community." Click here to read the article.

The Welch Foundation, led by Adam Kuspa, funds basic research across the state of Texas — research that's important both in and out of pandemic. Photo courtesy of The Welch Foundation

Houston-based nonprofit leader believes COVID-19 will have long-term effects on important research

Q&A

It's Adam Kuspa's job to provide support to Texas researchers as they attempt to create innovative chemical and biochemical solutions for the betterment of mankind.

Formerly the dean of research at Baylor College of Medicine, Kuspa now serves as president of Houston-based Welch Foundation, which has, over the past several decades, provided nearly $800 million in research funding across the state.

Kuspa, through the organization, regularly sees revolutionary chemical discoveries being innovated in Texas across the 60 institutions he works with. It's usually an exciting job.

"I've spent my career, at least the last 15 years or so, helping other people do their research — before as being in research at Baylor College of Medicine," Kuspa tells InnovationMap. "I really enjoy enabling very, very smart people to do creative, innovative science. It's a lot of fun."

However, as the race to find a cure and vaccine to COVID-19 heats up, Kuspa — along with other researchers and scientists — is watching carefully to see how the disease and its to-be solutions will affect research and medical innovations as a whole.

"What people forget in the rush to get a drug out is that you could also make matters worse," he says. "Drugs don't automatically cure or are neutral. They can also do harm. So, you want to be careful not to make the situation worse."

Kuspa sat down with InnovationMap to discuss The Welch Foundation's mission, as well as some of his observations on potential cures for COVID-19 and what concerns he has.

InnovationMap: Tell me about the Welch Foundation and what role it plays in Texas?

Adam Kuspa: For over 65 years, the Welch Foundation has pursued its mandate based on Robert Welch's thought from the 1950s that chemistry was very important to the improvement of mankind. And so, our mandate is to fund foundational research in chemistry in the state of Texas, working through academic institutions throughout the state. We've done that consistently for the past 65 years through several programs.

IM: What type of research does the foundation fund usually?

AK: The research grant program gives grants to individual investigators, and we're doing about 300 to 400 continuously throughout the state of Texas. There's also block grants to departments to encourage students to become involved in chemical research. And we have other programs such as our endowed chair programs. We've given out about 40 endowed professorships, which support specific professors at individual institutions and their chemical research.

I should point out that chemistry research from our perspective is broadly defined and includes biochemistry of material sciences, et cetera. Currently our grant portfolio consists of 50 percent biomedical research grants, which is relevant to current current situation with COVID-19.

IM: How do you connect to Texas research institutions usually?

AK: We have fairly typical calls for applications for research grants or departmental grants and for our two award programs: the Welch Award in Chemistry, which is given out every year in Houston, and the Norman Hackerman Award, for junior faculty researchers in state of Texas.

A lot of the work is going out in the community to visit with the researchers and our academic institution partners. That, of course, has been curtailed, but typically we would visit any one of the 60 or so institutions that we support on a cycle of several years. So, that involves going to the chemistry departments, speaking with faculty, hearing how the research is going, and getting feedback on how our programs can be improved.

We also have an annual research conference, which unfortunately has been canceled this year, but typically draws 200 to 800 participants from around the state with speakers coming in around the world. This year, it was meant to be on neuroscience. Last October, the conference concerned genome editing. So, it's quite exciting, and the conferences, which are always held in Houston, are generally very well attended. They are a good way to start to interact with the scientific community in general.

IM: What has been the organization’s focus during the pandemic?

AK: We are obligated to fund foundational research in chemistry and allied fields, like biochemistry. So, we're not at liberty to fund development of therapies, for instance. However, I would say an interesting way to look at this is that we hear a lot about a search for a therapeutic for COVID-19 and, obviously, a search for vaccine — these begin with research.

Since it normally takes 15 to 18 years to bring a drug to market from first principles of how you're going to interrupt the human biology to effecting a cure, you're hearing a lot about testing existing drugs or their potential therapeutic effect on COVID-19. The reason we're able to do that is because we have a lot of drugs that are in the process of being developed and drugs that are already approved for human use. It's a lot more efficient to try to look at the potential utility of those already human-approved drugs and their potential effect on viral replication.

So, we sort of view our role as the Welch Foundation as funding that foundational research — either in drug development from a chemical perspective or in funding foundational work in how viruses attack the human body in the first place. And, although we give out grants for basic research, our investigators are pretty industrious. When there's a situation like the COVID-19 pandemic, a number of them turned their attention towards the problem at hand.

Another way that we've supported the general availability of potential therapeutics is that we've made a large grant to The Center for Drug Discovery at the Baylor College of Medicine directed by Martin Matzuck. And the reason we were interested in helping to get that center started is because they had an idea to make a drug discovery and development much more efficient and cost effective. That promotes a general capability of Houston and Texas in terms of being able to bring about potential therapeutics to wide range of diseases, but potentially for COVID-19 specifically.

IM: What’s the usual process of getting a drug from research stage to use?

AK: There are four phases of testing. Phase one is for safety, phase two is for dosing and potential efficacy, and phase three is for broad range of efficacy — large numbers of patients and trials that take hundreds of millions of dollars to perform. Approval by FDA occurs after phase three, but then there's actually a phase four study, which is following the drug for potential adverse effects once it is in common use by the public.

You may remember there's a drug called Vioxx — it's a very good pain reliever. But, in the phase four study, after millions of prescriptions were written already, it was found to cause rare heart problems and heart attacks. People were dying spontaneously, and it was hard to pin that specifically on Vioxx, but you can do it statistically from the phase four trial after the drug was introduced.

So, the reason you hear about hydroxychloroquine as a treatment for COVID-19 is because you sort of get the short circuit and skip those phases and jump right to phase four studies where you know it's basically safe and you roughly know how to dose. But what you don't though is how that approved drug can be used for particular indications like COVID-19 and how safe it is.

You can't actually jump the normal 18-year process, and with existing drugs you're still only at year 15, where you're got another few years to figure out how to actually use them in the context of the COVID-19.

IM: Scientists and researchers are working on solutions, but what are the challenges they are facing?

AK: That's a great question. Given that we have so many research grants around the state, we get input literally on an hourly basis from our grantees on the status of their research because of the interruption. And the short story is that all research has been shut down in the state of Texas except for research directly related to coronavirus.

Large biomedical research centers, which have hundreds of millions of dollars a year in external research funding going to cure a broad range of disease have shut all of their labs down, except for the few labs that are working directly on COVID-19. That includes vaccine discovery and production.

A lot of work has been wasted because often biological experiments take weeks and months of progression, and if can't complete the final steps, you'll have to start over.

IM: Do you think this will have a long-term effect on research?

AK: I think so. Science, as it turns out, is a very creative, human-interactive activity. It's actually much more social than people realize. It's not the individual scientist working at the lab bench only. It's a lot of travel, seminars given by out-of-town speakers, scientific conferences, gatherings of hundreds of people.

The annual neuroscience conference attracts 40,000 people every year from all over the world — and that's not happening. As far as we can tell, all scientific conferences have been canceled for the rest of 2020. When I talked to my colleagues and professors around the country, every out of town seminar has been canceled. So, the exchange of information that's been so vital to stimulate creativity and collaboration between laboratories isn't happening, and there are new venues have to be found to do that online. But there is going to be a limitation. I think people are adapting, and we'll just have to see how it unfolds.

The published literature is one to one-and-a-half years behind what's actually happening in the laboratory. So, the way people learn about what's going on — the failed experiments, the things you're trying out, the exciting new ideas — is generally through face-to-face interactions. And that happens by scientists traveling between universities and at conferences in the hallways between the formal sessions. That aspect is absolutely vital to the progress of science.

IM: What is something you want people to know about the basic research that the Welch Foundation is funding?

We need consistency and support for basic research because, during a pandemic, we want to have a cure, but we don't think about the hundreds of thousands of scientists across the country who are struggling to get funding for the basic research when there's not a pandemic.

Additionally, this basic research is also the engine for industry — particularly the biotech industry in Houston, and folks have been really working hard to try to ensure that there's an ecosystem for new companies to be formed out of Houston. I think part of the reason why we might survive this current oil glut as opposed to the mid 1980s is that the Houston economy is diversified with — not just with the port and NASA — but with biomedical research and patient care. In Houston, health care is the largest employer — it's larger than oil and gas. That kind of diversification is good for the economy and good for the innovation environment that people in Houston have tried really to make happen for the last 10 years or so.

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This conversation has been edited for brevity and clarity.

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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.