Kristen Santiago joins to talk Ivy + Atlas, her small business and entrepreneur consulting company. She also walks us through her experience with the NWPA Innovation Beehive Network.
Sponsored by: Erie Regional Chamber & Growth Partnership
Music: Kevin Macleod’s "pamgaea" available via Creative Commons Attribution-International 4.0. License: https://creativecommons.org/licenses/by/4.0/No changes were made.
Music by audionautix.com. Audionautix's "Roboskater" by Jason Shaw available via Creative Commons Attribution-International 4.0. License: https://creativecommons.org/licenses/by/4.0/No changes were made.
Transcript
KRISTEN SANTIAGO: For me personally, I work well with people that are motivated, that understand that I'm not just going to give them a secret sauce recipe for fixing their business, because it doesn't work that way.
NARRATOR: That's Kristen Santiago, the owner of a small business and entrepreneurial consulting company that operates out of Radius CoWork in Erie. Santiago is the latest guest on Buzz Generated, a show that introduces listeners to businesses and business leaders that collaborate with the Northwest Pennsylvania Innovation Beehive Network. Join Tony Peyronel, executive director of Edinboro University's Center for Branding and Strategic Communication, as he sits down with Santiago to discuss points throughout her journey, along with looking at her decision to rebrand through EU's division of the network. In short, we'll discover what the Buzz is all about.
TONY PEYRONEL: We're joined on the podcast today by Kristen Santiago, owner of Ivy and Atlas, which provides consulting services for small businesses and entrepreneurs. Kristin, it's a pleasure to have you on the program, and welcome.
KRISTEN SANTIAGO: Thanks for having me. Happy to be here.
TONY PEYRONEL: You're an Erie native, who now helps out small businesses in Erie. Why don't we start out with you explaining how your experiences growing up here influence your decision to focus on helping others to start or grow a business.
KRISTEN SANTIAGO: Yeah. So growing up, my family didn't have a ton of money. So my parents really taught me and my siblings to be resourceful. I've always been a creative, an artist. And I found a lot of ways to craft my way into making money.
I always had to. And from that, I had kind of the springboard into different opportunities to work with small businesses and entrepreneurs in Erie. And that really gave me a holistic experience of small business ownership. And that really just piqued my interest and got me going, because I had a natural knack for it.
TONY PEYRONEL: Ivy and Atlas could be described as a boutique operation. What type of client do you try to attract? And what unique services do you provide?
KRISTEN SANTIAGO: So I'm pretty small time. I mean, it's just me right now. So that's kind of the same type of client that I try to attract. It's just smaller businesses.
For me, personally, I work well with people that are motivated, that understand that I'm not just going to give them a secret sauce recipe for fixing their business, because it doesn't work that way. They understand that they'll still have to work hard. And that's just the way that the business goes.
I understand that I'm not for everybody and not everybody's for me. And that's OK. And that's why there's tons of other services available to people, but I just find the clients that work for me that feel right to me and hope that they're doing the same. As far as the services go, that really depends on the business.
I have a heavy focus on marketing and social media and website help. And I really just teach them different ways to make their business better. For example, I'll help them optimize some of their processes. I'll help them figure out ways to use their employees more efficiently. Just finding new ways to reach people.
TONY PEYRONEL: Even though the name of your business is new, you've been at this a while. Explain why you decided to rebrand and what that process has been like.
KRISTEN SANTIAGO: Well, because I started as just me, naturally I just used my name, which felt weird.
TONY PEYRONEL: As I've told you before, which is a very cool name.
KRISTEN SANTIAGO: Well, thank you. I don't know. It just never felt like what I wanted that to be, just because I've always had an interest in so many different kinds of businesses. And I know that this will probably not be the only business I start. It already hasn't been.
My husband and I own a business already, but I really wanted to find something that fit what I was working on right now. I was also thinking more long-term, like I don't I don't know what this business is going to be in 5, 10, 15 years. So if I hire people or if it grows or if I sell it or-- I don't know what's going to happen. And I just wanted to leave it open-ended. And so naturally I just decided to choose a name.
TONY PEYRONEL: And go from there.
KRISTEN SANTIAGO: Yeah. And that's where the Beehive came in.
NARRATOR: This episode of Buzz Generated is sponsored by the Erie Regional Chamber and Growth Partnership, the voice of the business community in the Erie region. The chamber provides advocacy and access to people, education, and information so the businesses have the leadership, resources, and expertise needed for continued prosperity throughout the region. Schedule a time to meet with the business action team and learn more about how the chamber can help or visit the Regional Chamber and Growth Partnership online at www.eriepa.com. The growth of our vibrant community and Erie, PA depends on a dynamic business environment. The Erie Regional Chamber and Growth Partnership aims to provide just that.
TONY PEYRONEL: Moving on to that, I was going to ask you about your experiences working with the Northwest Pennsylvania Innovation Beehive Network. You have called on our services here, Edinboro's Center For Branding and Strategic Communication, and some of the Beehives at the other institutions. How has that gone?
KRISTEN SANTIAGO: So, so good. I can't even remember how I heard of it, probably Facebook or someone that I had crossed paths with recommended it. And it's just been so awesome to see the kinds of things that students can come up with. And it really has reminded me of me trying to figure out my talents and navigating school.
And that's always so challenging. And I've just been blown away with the things that the Beehive has shown me and given me already. And I was fortunate enough to start in the summer session and transition into the fall session. So I got to see two different Beehive teams from Edinboro. So that's been interesting to see different perspectives.
TONY PEYRONEL: I think I remember we met at the Erie Chamber after hours. That was this summer, but it happened to be here in the library on campus right outside of our office. So I do recall meeting you there. That was probably one of the early or your early introductions due to the Beehive.
KRISTEN SANTIAGO: Yeah. That was actually right around the time when I was accepted as a client. And I came to that after hours, because I was accepted and because I wanted to see what it was about. I knew what you guys could do for me, but I didn't know the extent of what your facility was like and who any of you were.
TONY PEYRONEL: Well, would you recommend the Beehive Network to other small business owners?
KRISTEN SANTIAGO: Absolutely. I mean, I tell all of my clients and even people that aren't my clients just use the resources that are available to you. So many times people just look for that easy answer. And they're not really willing to go out and do a little bit of legwork themselves.
And that's so, so important as a business owner is to just find the things that will get you to the next step. And for some people, that's the internet and other people that's the Beehive and other people that's a business consultant. And it's just a matter of finding the resource that works for you at that moment in time.
TONY PEYRONEL: Now, you primarily operate your business out of Radius CoWork and the Renaissance Center, which is on State Street in downtown area. And Radius is certainly known for innovation. So I'm wondering what your experience has been being part of that co-working community.
KRISTEN SANTIAGO: Oh my gosh. I can't say enough good things about Radius. I started at Radius as an employee for another business. And just that alone, being there every day, opened up so many doors as far as meeting people and learning about different things going on in the city.
And Radius is just such a hub of entrepreneurial activity in Erie. And anybody starting a business or growing a business or even freelancers or remote workers, it's just such a good place to commiserate with other people. And I joke about this often with Shawn, the owner.
It's the kind of place where you just you shout a question into the air and somebody knows the answer in the space. It's just it's that kind of place. And I I've met a lot of really great people there.
TONY PEYRONEL: Magic in the wall.
KRISTEN SANTIAGO: Yeah, exactly.
TONY PEYRONEL: Well, you've just received a very nice personal honor, the Junior Achievement 2019 Celebrating Success Award, which recognizes entrepreneurial individuals from Erie County who have made or are in position to make contributions to the business, social, and cultural assets of this area. That's pretty cool. What does the award mean to you? And how do you see it perhaps helping your business?
KRISTEN SANTIAGO: So that was just such an exciting honor. And I just found out a couple weeks ago that I was awarded that, but I think what's exciting most to me is that Junior Achievement is just such an amazing organization as it is. They really work hard to provide students with different opportunities and classes, all that kind of stuff that I wish I would've had growing up.
And it's really in line with what I'm trying to do for people, not necessarily students, but business owners. Not everybody has the same opportunities available to them. And I really think that this just kind of helps propel me forward in my own mission, because it's just right along with what I'm trying to do. So it's exciting.
TONY PEYRONEL: Sure. For sure. It's quite a compliment, quite an honor. We mentioned at the outset of the program that you were born and raised in Erie. And you've chosen to stay here as a young professional. What are the things that you think make Erie a great place to live and to work?
KRISTEN SANTIAGO: I feel like Erie is going through this really unique sort of awakening right now, especially in the downtown area. There's been so much investment, both public and private. There's so many opportunities for people to grow their businesses.
And I think it shows, because there's already so many small businesses popping up all over the city. There's tons of things to do and see in Erie already. I mean, there's museums and the Philharmonic, and play houses, and restaurants, and co-working space, and just so many different resources for people to get the help that they need and the support that they need, but also just to live their lives comfortably and happily.
And I mean, there's a reason that I stayed. I love the city. I was born here. I was raised here. And I just love the atmosphere and the people that are really trying to make a difference.
And I think that excites me. And that's really what motivates me, because I've been in the situations-- it's hard growing a business. And it's hard to try to figure things out and figure out where you're meant to be and what's right for you. And I think that Erie is just such a great place to reinvent yourself.
TONY PEYRONEL: Is there anything else that you would like to share with our listeners?
KRISTEN SANTIAGO: Yeah. I mean, owning your own business is so-- it's just hard. And I just want to encourage people to stick with it. If it's really something that you care about, then you'll have tons of ups and downs. And I think as long as you anticipate the negatives and celebrate the positives, you'll find that becoming an entrepreneur is one of the most rewarding things that you can do for yourself.
NARRATOR: You've been listening to Buzz Generated. This podcast was released through Edinboro University's Center for Branding and Strategic Communication. It's produced by Keith Hepler, Britton Rozzelle, and Chris Lantinen.
Thank you to our guests for their insight and to you our listeners for taking the time to experience innovation alongside us. Consider subscribing if you liked this episode to get more as soon as they drop. And if you really enjoyed it, jump over to Apple podcast for a five star review. Thank you for listening.
