What is it that Casey Richardson is bringing access to knowledge, community and money to Black female entrepreneurs
Find out how Casey Richardson used her experience of financing tech startups to create BLAZE Group and empower a community composed of Black women who are entrepreneurs.
Just two years ago, the world was different. She lived in California's Bay Area and worked for Bank of America, structuring large loans to tech companies. She discovered her to be the sole Black female on the team in all 10 years working as a financial professional she did not see any funding allocated to any Black business.
"It showed me that, not only wasn't the message getting there, the capital wasn't reaching my community," Casey recalls.
In October 2020, Casey decided to change her ways of doing things.
In light of her experience working in tech financing and business, she made the decision to leave the grind of 9-5 and started BLAZE The Group, a non-profit organisation that is focused on creating leaders and accepting no excuses and provides advice, guidance and community for the previously under-served communities that comprise Black women entrepreneurs.
Then, 2023 is here: BLAZE Group offers online courses through Blaze Knowledge Academy. Blaze Knowledge Academy, group coaching as well as an online community through the application, in-person retreats, a semiannual virtual summit, and exclusive research led by Casey and her global team of experts.
What did she accomplish in only two years? It was a blend of providing services to meet a specific, underserved need, intentional growth of the audience in addition to selecting the right equipment and personnel.
From corporate finance professional to an entrepreneur who has the ability to make a difference
Before becoming an entrepreneur full-time, Casey worked as a financial advisor who helped negotiate loans worth billions of dollars for companies in the field of technology. She was always on the cutting edge of technology advancements. However, she also saw disparity between her coworkers and the ventures they were funding. "I was the only Black female member of the team. This showed the world that I had a college level, my expertise and my experience were not available in my communities."
Black women are the most successful category among entrepreneurs in the United States -- but just 3 percent of them have "mature" businesses as well as the majority of entrepreneurs themselves fund startup capital. There's a significant gap regarding the level of financing and other opportunities that are readily available in the hands of Black entrepreneurs, when compared to those of white men.
As of the end of summer 2000, Casey took part in demonstrations against the use of force by police. Casey felt a sense of belonging and strength that she had previously not experienced in her everyday job. "I found myself more alive and engaged in protests more than I have during all my time of making sexually explicit contracts," she says. "I felt like I was with people who are brave enough and courageous to make choices that really matter."
In the month of October, at the close her job was over in the midst of the finance department within her firm - however, not because of her having been successful however it was because it was because of. What other ways could she use her skills? What could she do to utilize her experience in the fields of tech and finance in order to help other Black women succeed?
"I'm very good within those four walls. However, I'd be willing to place money in my own pocket any day to be convinced that I could take over all of the world. So I quit."
Then, she quit her job and relocated to Africa for the purpose of establishing BLAZE Group, a location-independent firm that is helping Black women across the globe to do similar goals.
BLAZE Group is specifically targeting entrepreneurs during their first 3 years of establishing their company which Casey defines as"the "entrepreneurial phase."
"BLAZE assists people in understanding how they can manage their business to ensure they are in operation. This is done through tech-enabled solutions, being one of them." she elaborates.
To reach out to this group, Casey needed to develop genuine friendships with them.
The reasons to build your email database (and how to start)
Casey realized that she would like to design a high-end business online training course right at the start -- but it was crucial to build a following before she could launch her very first course.
Casey did not want it to happen during the launch of the initial BLAZE product. Thus, she approached her first activities to build an audience, with one goal that was clear to establish an email list.
Why are email subscribers more popular than social media followers? "I knew the need to develop connections with my friends," explains Casey.
"On Instagram, you don't hold the connection. You're not sure the email address of their account or handle, and in the event that their handle changes it's best to are aware of what their name of the account is," Casey says.
"I wanted to build contacts and to be on their radar regularly so that they can build brand awareness and build confidence."
Looking for her contacts
15 minutes of discovery calls to her targeted group of clients
1. Contacting her current network
There's a lot of advice available online about how to expand your reach, however most creators believe that their initial customers will be people who have never heard of them on social websites. However, if you begin with your first audience, you're missing out on an enormous potential source of support Friends and family!
Casey approached everyone who was in her circle to inform that she had started an entrepreneur newsletter and asked them to subscribe.
"I started by going through the most recent texts, Instagram DMs, Twitter, Facebook... I set the timer and ensured that I sent all the messages I could within five minute intervals," she explains.
Many friends and family were able to take Casey up on the offer Casey began to create an effective email list prior to going to the launch of her new product.
2. A 15-minute discovery session is scheduled for her viewers
The most effective way to get acquainted with the people you meet is to talk with them.
Casey shared a post on her Facebook and Twitter accounts, revealing that she had developed a program to help Black women gain a better understanding of the world of business. "If you'd like to speak with me for 15 minutes, and are having questions, let me know," she added.
She knew that the people who made a phone call with her were her ideal customers: Black women interested in entrepreneurial endeavors.
Instead of chatting about courses' content or marketing the program, Casey asked questions like, "What keeps you up at night? What's your greatest anxiety? After a year, what is the place you'd like to be?" The opportunity was used to make women feel valued and valued. In the end, she found out what was most important to take into consideration in her class materials.
"Just holding space for that and helping them feel secure is an important part of the wonder."
"By the time they had completed the majority of their calls, people asked "Can I get the course now?'" Casey remembers. The course was in process of being developed. The course was being developed, but she had their email addresses, and told them she'd inform them on that day the course first launched.
Once the course was completed She promoted it to the email list she designed using two methods previously mentioned. "There was already a sense of anticipation among all those who had registered. Everyone was ready to be a part of the group."
What did they find? Eighty percent of the women she spoke to in the initial chat turned into clients.
Two years on, Casey still offers free discovery calls to help with her sales and marketing process. If prospective customers have questions regarding this Blaze Business Intensive, they may schedule an complimentary Perfect Fit call to speak with Casey.
"On an average, it takes five follow-ups to close the deal. It's not enough business owners to recognize this," says Casey. "I make these calls in order to make sure that the sale is closed."
What is the best way to work with equipment and with the right team will help Casey to grow her business
Presently, BLAZE offers online courses and masterclasses, as well as group coaching, an online community, webinars, as well as the TablexTribe mobile app and a semi-annual virtual meeting (a 2022 Webby Award winner for the Best in Finance and Business) along with custom research.
How does she manage to do it all with such intentionality and compassion?
Casey is putting together an international team to help her grow different aspects of her business, including:
Blogger and Content Marketer based in Nigeria
A junior consultant with an office in London
A production and brand manager (her partner!) who grew the BLAZE Group Instagram by 1,300 people from May 2022 to over 70,000 at the time of the launch of 2023
A executive assistant from Kenya
Research analyst, who writes research papers across various fields, assisting BLAZE to find new clients for consulting
Production assistant for the bi-annual Blaze Virtual Summit
She is not only looking for individuals to join her team She also employs equipment.
"I hire tools with a speed," Casey laughs. "And I like that since the tools are huge."
An increase in revenue doesn't necessarily indicate that your business is expanding, especially in the case of working more or investing more money for that increase.
"The growth in revenue should not be the main goal," explains Casey. "If the costs of your business are increasing in the same way the growth in revenue, your final line will not change."
"Scale happens when you can boost revenue but your costs and time spent don't change significantly."
Experience in the tech industry has shown Casey the power of no-code tools Integrations, automations, and integrations are. When she founded BLAZE Group, she leveraged the cost-effective and non-code alternatives like Zapier and Zapier to ensure that all was working smoothly.
What Casey utilizes for her classes Community, downloads, and the community
" was the very first program I had to utilize to provide services at scale," Casey shares.
These tools provide Casey "more the time she needs to do essential tasks" such as the one-on-one appointments she makes with potential clients.
Casey has created her very first product online, dubbed The Blaze Business Intense online course. It contains . It's self-paced, six-week program which focuses on "Business Construction, Business Management and the Business Excellence for the modern Black Woman."
"It was completely uncoded. It was designed by me back when was doing the 14-day trial for free," Casey remembers. "I created all of the course in this timeframe and then started selling it before the date it expires so I was immediately successful."
(Want to emulate Casey's success? Join for a trial period of free access and make sure you take time to get your course materials set up, then upgrade once you're ready to begin selling.)
The course forms part of the Blaze Knowledge Academy collection of resources for education for companies Casey created on her website. The Academy is also home to:
Numerous entrepreneurship masterclasses. Many of which she gives for free
The online community she has created, called known as the Blaze Women's Network has nearly 7000 members
"People are able to join the Blaze Women's Network absolutely free," Casey explains. We conduct virtual coworking sessions along with hosting webinars that lead participants into paid classes."
As well as introducing consumers to products that are useful as well as providing members with a an open and welcoming space to meet other founders.
"It was once that "content was the primary factor,' but it's changed now to the notion that 'community is the king. Many are looking for communities-focused programmes... as well as the ones that don't appear to be spam appear to be genuine."
Her experience with the application has offered Casey an idea of things to look for in a program that does not require programming. "You are a very versatile platform, which has let me to do some all-inclusive solutions directly from the system," she describes. "And I've used that exact scorecard when I assess the tools I use since I'd like them to grow to match it."
"It truly is an amazing thing to implement strategies to alter the global surroundings with methods that are affordable and accessible to those who have been marginalized in the present."
Don't try to do all things simultaneously
In light of all that Casey has accomplished within just two years as the chief executive officer of BLAZE, her advice to young creators could be a shocker: Do less -- at the very most, in the beginning.
"Keep the main thing primary this is the thing you ought to do," she suggests. The Hustle culture teaches entrepreneurs who are beginning their journey that it's impossible to complete all of the work or content produced. However, Casey encourages other creators to be aware of "There's only so much you can do regardless of how good you may be."
"You do not have to know all of the things outta the box but it will be very, very challenging to master a variety of things simultaneously when you're only starting."
It is suggested to begin with an initial signature course, to build on it. "I first started with one of the courses, known as the Blaze Intensive, my first course, and that remains my top course. Entrepreneurs have to determine the core of what their business's offering has to be, what they want to be recognized for before creating a myriad of different things."
There's lots to take into consideration at first, including your message and the target market, marketing, technologies, and the satisfaction of your customers. When you've got it down? You open up the potential for so much more.
"I am convinced that we have the capability to do a million things. In the coming 200 years. Because Blaze continues to exist. However, that shouldn't mean it has to happen today."
We're thrilled to be a part of the journey that Casey is on. We are unable to wait for the next chapter for her and her fellow members of the BLAZE Group -- this year, 200 years down the road as well as all the time in between.
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