Love your brand product and your audience will fall in love with it too.

No they won’t was Shelley Ann’s answer in her post last April 2009.

So what does it take for them to come after you’ve created a brand and released a product?

Here’s my very short high-level list that I share with anyone who cares to know how we do things at Mavin Digital, Inc.

• Who? Know who your audience is and who you are building for.
• What? Understand the market landscape and the problem you are trying to solve. What will make your product stick? What is your secret sauce?
• Where? Map out an assertive acquisition strategy. What else are my users reading, interested in, where else do they go to get information, do we need to adjust our approach based on geographic locations and language?
• When? What are your product’s goals within 60/90/120 days? Make a tactical list and be prepared to add, delete and revise as necessary.
• How? Execute, implement and be ready to make adjustments as you learn more about your audience, your market environment and your competition.

And it works! The simple formula can be applied to small businesses, startup brands and global brands. Remember, it requires a lot of patience, testing what works and what does not and lots of TLC for your brand to be the product that resonates with your audience. Love your brand product and your audience will fall in love with it too.

As a service provider, I witness a number of areas that make it more challenging for a product to succeed. Too much too soon is a common syndrome and power play among the characters of a client group is simply not healthy for a product. The latter, in my opinion is a source for errors and costly mistakes.

Focus, KISS (Keep It Simple Stupid) and teamwork are essential ingredients in the “back-office” for a brand product to achieve its goals.

Recently, we launched a new startup brand, Just Kite It dot com. Unless you are an outdoor adventurist or are curious, the soul of Just Kite It dot com won’t resonate. So far, we’ve been receiving great reviews from our global community for version 1. We’re very excited to execute on version 2. More to come! We’ll share our progress in a case study format soon!

Just Kite It dot com, a community for kiteboarding enthusiasts

After speaking with a friend kiter, she joined a few kiting message board forums, which seemed so outdated in comparison to the social media technology of web 2.0 standards. Armed with not much information about kiteboarding she took her chances and called a school in the Great South Bay, New York in July. Good idea? Bad idea. Summer is the worst time to learn the sport in New York and the nasty green flies leave you with painful bites. Not only is the Great South Bay a two-three hour train ride on the LIRR from Brooklyn and Manhattan, learning to kite is not inexpensive. A lesson can cost anywhere from $150-$200 per hour depending on the level of instructor. At times the school will share your lesson with another student and not inform you of this. In some cases, you could get five-hour lessons for $500. Granted the sport is difficult, you will need more than three hours of water instruction. Kiters who have sailed, windsurfed, surfed and wakeboarded could pick up the sport quicker and faster. It is 90% about the kite and 10% about the board. Meaning, understanding the nuances of the wind and controlling the kite within its power, your kite flying skills and knowledge about your environment is key to enjoying the sport, your safety and the safety of others in the water and on the beach.

In August 2009, after a number of frustrating attempts at lessons in New York and Cape Hatteras, NC due to lack of wind in the months of July – August, Jessica then ventured to the Columbia River Gorge, Oregon. The wind capital of the Pacific North West. “I first discovered the River Gorge through a kiter friend on Facebook.” Jessica a natural traveler has not ventured beyond California for travels to the West Coast. “It looks like a little piece of heaven, why has not anyone mentioned this place to me before?” Another loop hole in the kiting world is the discovery and the level of detail that existing kiting web properties can provide. “Information sharing about kite education, kite spots and the consistent engagement of kiters worldwide is what we hope to solve for the progression of the sport.” Kiteboarding is breaking down geographic and gender barriers for over a decade now. So many untold stories are raring to be shared that will inspire connoisseurs of the sport, viewers and those curious about it. The global and local community’s affinity for wind, water and kite is a natural glue. Every kiter is in love with a fellow kiter’s skills and his or her experiences.

For version 1 of Just Kite It dot com our goal is to provide kiters worldwide and those interested in the sport with as much information about kite education, kite spots around the world through editorially curated from user-generated stories. Version 1.5 will be wrapped around extreme entrepreneurship and technology events for the startup community. It is a known fact, there is a growing number of technologists and startup founders who kite. This could be attributed to the leadership of the Silicon Valley VC, Bill Tai who has been featured on Forbes.com. Version 2.0 of Just Kite It dot com will showcase a fully social web property with mobile applications for engagement in a global scale.

The average age of kiters range from 30-35 professionals with a slow, yet noticeable adaptation of the twenty-something and baby boomer demographics. There is also a growing number of women who are kiting, up 30% from 2008. Kiteboarding is a lifestyle sport and it is growing at a steady rate of 20% annually.

Jessica Valenzuela is also the Founder and Chief Principal of a New York based boutique digital branding agency, Mavin Digital, Inc. the creators of Just Kite It. Her co-founder Marek L. Biestek is the General and Managing Partner of a New York based hedge fund, MSMB Capital, LLC. Jessica and Marek are kiteboarders who met at a parking lot on Tobay Bay, New York after a kiting session.

About Just Kite It dot com (http://justkiteit.com)
Welcome to Just Kite It dot com, a content publisher and social community focused on kite education, sports tourism and connecting likeminded professionals of the sport.

Founded by two kiteboarding addikts, with backgrounds in media, digital branding, social media, finance management and startups, Just Kite It aims to provide a place for sharing information and knowledge kite education, kite spots around the world and connecting likeminded professionals of the sport.

You can find us on Twitter @jkiteit and on our Facebook Fan page.

Mission:
Just Kite It is your source for kite education, kite spot locations around the world, inspiring stories from pro-athletes and enthusiasts,  networking events and off-topic features that will offer insight and make you laugh at the same time.

a community Lovingly created for kiters, by Kiters.

by Jessica Valenzuela @mavindigital

Recently, I’ve had to face some tough decisions as a Founder for a new company that I am nurturning, Just Kite It. Beyond the day-to-day hustle of ensuring that action items are followed-through and executed on efficiently, networking and making connections that will help grow the company, keeping your team motivated and focused, there are those days when tough decisions need to be made in order to keep the upward momentum of the startup. Decisions that at times may result in hurting a friendship that you truly value.

I could have chosen to start Just Kite It on my own. After much consideration and thought, I decided to bring in a co-Founder. Back in August, my requirements were simple and generic: equally passionate about kiting. Someone who can strongly complement my skill sets and talent. After all I started a service business, Mavin Digital, Inc. So this new startup should be a piece of cake. I discovered that there is more to learn.

Lesson #1: I was naive to think that friendship and common passion for a sport and a lifestyle is enough to warrant a strong working relationship.

When the wheels start to turn is when you realize that common passion and friendship is not enough to get you through the potholes of starting  a company. You can only prepare so much and risk manage as much. Have 101 conversations on the possible challenges that could occur to keep the fluidity of the creation process. At the end of the day a Founder’s duty is to have clarity and focus on the tasks. Can friendships make it through tough business decisions? It depends. There is no right or wrong answer here. In my opinion, keeping a general open mind and conversation always bears better fruit, yet the Founder’s Duty is keeping the vision in which the company was founded. Keep that flame burning bright up to the finish line.

“Trust is a Founder’s biggest challenge. Not capital,” Divya Gugnani, Founder Behind the Burner.

Lesson #2: Is capital enough to earn co-Foundership status? The clear answer is no.

Obviously, investor equity at the seed round is available to those who invests in the startup. Yet it is a Founder’s duty to pick a founding team he/she can trust to have infinite desire to help execute on your idea, transform it into a great product and understands the business you are building. Equity motivated by capital alone could dilute the vision of the startup. Distractions over revenue decisions versus focusing on what is strategically sound for the company could hurt the growth of the organization and performance of the brand.

“Create and deliver a good product first, then business will come,” The Apple story.

Lesson #3: KISS and focus on doing one thing well.

Identifying a problem and crafting a solution that a community would find valuable is not a one shot process. Nurturing an idea and transforming it into a product requires evolution. Sometimes the idea becomes diluted and the problem in which it is intended to solve is lost. We were close to heading down that path for Just Kite It. I was reminded by a fellow Founder and friend, KISS (Keep It Simple Stupid) and focus on doing one thing well. So back to the drawing board I went.Today, as we draw closer to our alpha release date for phase 1…I’m excited! It won’t be perfect, yet that is the beauty of the startup creation process there will always be room for improvement.

Lesson #4: Don’t build to sell. Build to create a great company.

So far the most invaluable lesson I’ve learned since my journey into creating Just Kite it. I was at a coffee shop yesterday meeting someone who I have a high regard for and is one of my Advisory Board members for Mavin Digital, Inc. He stopped me in my tracks when I said, “well in two years I’ll probably sell.” I was greeted with “Don’t think like that. You don’t build a company to flip it. You build a company to create great companies.”

Indeed, why would you want to sell something you love? “Do what you love and never give up,” Bill Tai.

The advent of social media as a way to deliver and consume information has lifted personal and professional barriers. We’re more social as a species. Technology has disarmed our inhibitions or given us the space to be less inhibited. Like anything new we experiment and test. Run a variety of use case scenarios to discover if this is something you’ll want to have as part of your life rituals and for how long?

Does it diminish the depth of our social connection simply because we know we can FB or Twitter people anytime, any day? Does it bring me closer to the world at large and say…oh wow I didn’t know thinkers like that exist.

I really don’t have all the profound answers. As much as I am a big consumer both on a personal and a professional level, I wonder about the real connection it creates. I wonder if we are on a feeding frenzy?  Feeding on each others’ ideas, maligning them secretly or are we truly helping and inspiring each other?

I am in places like Foursquare, Gowalla, Twitter, Facebook, Linkedin and now Tumblr. Some of my close circle of friends asks why do you care or they’ll laugh at me having posted photos from the previous night’s event. I guess my simple answer is I just do.

Secretly I hope that those who are in these social networks do care enough to be there and contribute. How about a cup of coffee with that?

@mavindigital

When I was three I fell into a well by accident. Since the accident, without realizing I developed fear of deep water. I didn’t learn to swim until swimming became part of my learning curriculum. I did it for the grade. I conquered the pool!  Yet I wanted more. I wanted more than my toes touching the waves. I’d sit and watch while others would play in the waves and silently wishing I didn’t have this angst of drowning.

Kiteboarding changed all that gradually. I’ve probably swallowed 18 gallons or more of The Columbia River Gorge, Kite Point in Cape Hatteras, The Slick at Real Kiteboarding, Tobay Bay, Napeague and the Flats in the Keys combined while learning the sport. I continue to do so as I progress. A few times since July this year I’ve panicked each time my toes do not reach the bottom. A drowning panicky feeling that leaves your brain helpless. You start to make mistakes when you panic. Bad decisions are made.

How is kiteboarding helping me get over this fear? Here’s what I learned…

• Your love for something or someone is greater than your fear. I’ve fallen in love with kiteboarding and the community that supports it. It is an amazing sport and it is supported by an resplendent community of exceptional individuals.

• You have a goal. I simply want to learn the sport and be decent at it. I realize I’ll never be a pro-kiter, yet I’d like to be able to execute tricks and downwind with a pack of kiters and discover different parts of the world.

• Higher calling. Kiteboarding is more than an adrenaline junkie’s sport. It is a lifestyle and a state-of-mind. You’ll have to try it to understand what it means to be a kiter. Once a kiter, there is no turning back.

• Practice, practice, practice. To be a better kiter and a self-proficient one, practice and dedication to the sport is a must. Which means I always try to be in the water when the wind comes. In different bodies of water with varying conditions each time. Each session is different from the last. It reminds you that life changes daily.

Since my last trip in the Flats, Key West, I’ve been able to minimize and dilute my panic attacks when I’d find myself out of tiptoe reach while in water.  Deep breaths, a clear mind and putting into practice each of the valuable lessons learned and shared by instructors and fellow kiters help me get through that moment. Since my kiting journey, I realize that the biggest fear I’ll ever have is not trying enough to succeed.

You are gifted to accomplish anything you set your heart and mind to do. Just go out and give it a try!

@mavindigital

Being in the service business we’re exposed to many scenarios presented by each client relationship. There are projects where we come in when the ship is almost sinking. So how do we help a client pick up the pieces?

Typical response to “when do you need this?” is “we needed it yesterday.” Which in all honesty never surprises me. So my next question is usually “where is your plan?” and “what documentation do you have existing?” As an agency partner, regardless of where we come in during a project phase, we like to dig deep into the history of what has occurred in the past 30/60/90/120 days of a project.

Here’s why I think it is important:

• Rigorous Cause Root Analysis. Helps determine the best solution to offer at that point of the project process. For example, when a brand finds itself stuck between a design challenge and the technology available to support that design which options would be best applied so the cost variable for change is minimal and will not radically affect the time to market. Other times, it could be pure code failure and the lack of a support team to help manage the site’s malfunction. For more examples read Five Whys from entrepreneur champion @ericries.

• Expectation management. Over promising is dangerous. Familiarizing yourself with the history of a project gives you room to manage expectations and set boundaries for the project parameters.

• Best of the best. When the challenge is clearly determined and all the stakeholders are in agreement to move the project forward we are able to bring the team that would be best suited for the project. Gaining insight on team temperaments, work styles and engagement required is helpful in creating that pivotal change to move forward.

It has been a while since my last post. Not for any reason of being too busy or not inspired enough to write. The back-end of my own blog had issues that took a while to troubleshoot. Code is code, nothing is impossible it just takes time.

Are you faced with a challenge that could hurt your business? Would love to hear how you managed change and risk.

It feels good to write again! Thanks for reading!

@mavindigital

As a young girl growing up in the Philippines, I remember enjoying summer camps in the mountains of Baguio City, walking through Shangri-La shopping with friends and enjoying a lazy afternoon lunching in the city park. With the devastation of typhoon Ketsana, these every day activities and basic needs have displaced families and social programs for the local community.

Today, as a successful NYC entrepreneur, I was moved by the recent events and drawn to contributing my time and resources in any way by giving back to my childhoood community.
The donation will be managed through The Point, a technology platform that encourages group action to help individuals like you make a difference. Here’s how it works:

• You join the Project Philippines campaign and pledge an amount. Our suggested donation is $25.00, yet any amount is certainly welcome
• You can join the Project Philippines campaign anonymously. Your information will only be revealed after we’ve reached the tipping point
• The tipping point is the amount of contributions we’d like to raise for Project Philippines, which is 5K.
• As mentioned earlier, there is a suggested donation of $25.00 per person.
• Your credit card will only be charged when we reach the tipping point.
• Once we reach the tipping point, The Point will write a check for 5K to Give2Asia.

I know that we are all busy, and have challenges within our immediate circle, but as a global community I hope that you’ll take a minute to give a small contribution to a community in real need of support for every day services, that you and I typically take for granted.

All we need are 200 individuals to step forward and make a difference by donating a small amount and a few moments of their time to help the victims of typhoon Ketsana through Project Philippines.  Join the cause now!

Thank you for your time.

Our first corporate reel focuses on our roots in New York, our new brand message and how we personify a company that engages and connects people with brands. You’ll also see some of our work. Watch the video below or you can visit our You Tube channel.

Mavin Digital, digital branding on a dime is about helping companies achieve the WOW factor and performance on any digital marketing and advertising budget.

In the coming months we’ll be sharing more news via our You Tube channel that showcases how our spitfire team, our belief in creativity without boundaries, inspirational digital branding delivered with the right dash of expressionism help organizations achieve their marketing and advertising goals. We hope to share conversational interviews with clients both startups and recognizable brands.

Much gratitude and applause in the completion of our first corporate reel goes to Stephanie Coggin our Communications Strategist and dear friend for the support and guidance in shaping our brand messaging, Sami Eddaikra our Iphone Lead Developer and dear friend for the original music, Jae Lee our Video Associate and Motion Graphics expert , Michael Kelly, our Technical Lead Director, Christopher Lorn our talented intern, our Advisory Board, with special thanks go to my mentor and trusted friend, Nanske Wood, our teams in Estonia and Bangladesh, friends near and far, clients and supporters.

Thank you for trusting and believing in the potential of Mavin Digital. More news coming soon, so stay tuned!

~ jessica valenzuela

Join Advertising Age in a half-day panel session on Apps for Brands, September 23 presented by industry leaders and recognizable brands. After the session you will be able to better understand how mobile apps can be integrated into a brand’s digital branding strategy. What would make brands jump the band wagon using apps to communicate their message and reach out to their audience? What have early adopters learned?

Here’s a snippet of what you’ll hear from the discussion:

• Efficiently developing and deploying quality, robust mobile applications
• Distributing and developing supporting marketing tie-ins for your apps
• Measuring your success and developing realistic yardsticks for adoption and usage patterns
• Packing value, be it utility or entertainment, into your app to outshine the competition
• Developing customer relationship management and utility concepts to fully engage an energized audience
• Leading customers along a trail of relevant applications and monetizing extended relationships

Learn more about the session Apps for Brands.

Hope to see you there!

~ jessica valenzuela

After voicing my concerns with Apple and the Mac Support Store on separate occasions, my plight was quickly resolved. Another customer perspective: anger and frustration when bringing in a complaint to your brand won’t get you anywhere. Master the art of complaining and you’ll get more than what you asked for without trying too hard.

Apple responded quickly by replacing and upgrading my Mac Book Pro, while the Mac Support Store sincerely apologized for depending on the reseller and third-party guidelines without examining what would be a better experience for me, their manufacturer’s customer and their customer. They failed to ask the question “how can the Mac Support Store” live to its mission while upholding the brand experience standards of the manufacturer they represent?

If I were Apple what steps would I look into to ensure that the Apple Customer Care experience extends to the Apple Reseller Experience? Here are my recommendations:

• Review their reseller work-flow process. An obvious breakdown between the reseller and the Mac Depot.
• Put in place a Reseller Customer Service Compliance Standard
• Require reseller training. Apple should charge for this in my opinion, make it part of the reseller agreement.
• Quarterly check-ins
• Random customer polls serviced by resellers
• Reseller performance review
• Non-reseller compliance should lead to points deducted from a reseller’s performance. Once a threshold is reached that contract should be cancelled. Gives a reseller incentive to truly focus on meeting the Customer Compliance Standard.

Sounds very cut-throat and restrictive for resellers, but if I were a brand like Apple I would do everything in my power to ensure that proper brand management at every possible customer contact point is available. After all, I AM Apple.

How are you managing your brand’s customer experience?

~ jessica valenzuela