Exclusive Founders Q&A with SSM Creative Collective's Samm Sawyer

Welcome to our Founders Q&A series where we interview a founder from the startup world. Today, we're excited to share insights from Samm Sawyer, the founder of SSM Creative Collective and SSM Business Collective, two companies focused on delivering comprehensive online marketing services and resources to businesses and entrepreneurs. Get ready to learn more about Samm's journey and her startup's mission as we dive into this exciting conversation!

Q: Can you tell us about your personal background and how it led you to founding your startup?

A: I grew up in a small town in North Carolina (Arapahoe, located in Pamlico County) in a household where the entrepreneurial spirit was the standard. My father managed his custom home business, instilling in me the ideology of manifesting dreams into tangible realities. My academic foundation in English at UNCW honed my communication and critical thinking skills, equipping me with invaluable tools for any industry. The business essentially started while I was waiting tables through grad school.

It all began when Celeste Glass, the owner and founder of The Second Glass in Wilmington, NC, turned around one day, looked at me, and asked, "Why do you work here? Go do this. Start a business. Do the damn thing." To both of our surprise, I did the damn thing.

Q: What problem does your startup solve and how did you identify it?

A: Our startup, consisting of two sister companies, SSM Creative Collective and SSM Business Collective, solves two significant problems in the market.

The first problem is the lack of effective marketing solutions for businesses. Many businesses struggle with developing successful marketing strategies, creating engaging content, optimizing performance, and managing social media and email marketing. This is where SSM Creative Collective steps in. We provide comprehensive online marketing services, including strategy development, content creation, branding and support for social media and email marketing. Our workshops, training programs, and full-service solutions are tailored to industry-specific research and competitor analysis, ensuring businesses have the tools they need to succeed.

The second problem we address is the lack of resources and support for entrepreneurs and small business owners. Digital marketing is an investment and when you're first starting out, done-for-you services may be out of your budget. Many individuals lack access to educational programs, community partnerships, networking opportunities, and recognition. SSM Business Collective fills this gap by providing these resources and more. We specifically cater to the digital marketing needs of small businesses and solopreneurs, ensuring they have quality options to help them grow and succeed.

Q: How did the idea of your startup first come about?

A: I started SSM Creative Collective while working as a server at The Second Glass. Balancing my job and Master's degree, I began designing menus and managing the restaurant's social media. My boss noticed my skills and suggested I start my own business. Inspired by her belief in me, I decided to turn my passion into a part-time venture.

Initially, my first clients came from the connections I made at that job. Since then, my business has grown solely through word-of-mouth referrals. My internship at Athenian Press & Workshops, Master's in English, Post Bach certificate in Women Gender Studies, and teaching Composition at the University of North Carolina Wilmington have provided me with valuable opportunities. Through these experiences, I discovered the potential to combine my communication and critical thinking skills acquired during my degree to offer a comprehensive approach to digital marketing.

When COVID hit, I was still teaching at UNCW and realized that I didn't want to continue teaching online. As my business continued to thrive, I made the decision to transition to full-time entrepreneurship.

By consolidating these diverse skill sets, I can offer clients a holistic and well-rounded approach to their digital marketing needs. Whether it's creating engaging content, developing user-friendly websites, or implementing effective social media strategies, I strive to provide a seamless and impactful experience for my clients.

Q: What is your startup's mission and how does it drive your daily operations?

A: At SSM Creative Collective, we're passionate about taking your brand to new heights and helping you meet your business goals through the power of authentic and fearless creativity. We're all about creating deep and meaningful connections between you and your audience. This is achieved by emphasizing transparency, collaboration, and an unwavering dedication to ensuring your success.

Our mission isn't just a statement - it's the guiding light for everything we do. It shapes our approach to every aspect of our work, from engaging in productive client meetings and lively brainstorming sessions to crafting strategic plans and executing them with precision.

Q: Can you share the story of how you gathered your founding team?

A: Initially, SSM Creative Collective was a one-woman show. However, as the business expanded, I brought in some talented friends who shared my values, even though they had no marketing experience. It was important to me that their ethos aligned with mine.

My original personal assistant quickly transitioned into the role of CFO, taking on more responsibilities as the company grew. Additionally, a friend from high school became my first account manager, helping me manage client relationships and ensuring smooth operations.

And so, SSM Creative Collective continued to grow, with each new addition bringing unique skills and perspectives to the team. It was an exciting time of collaboration and learning as we navigated the challenges and opportunities that came our way.

At our peak, SSM Creative Collective had grown to a 12-person team. However, we've since scaled back and have found that we can work more efficiently with a smaller team. Currently, we are an 8-woman show, each of us bringing our unique skills and perspectives to the table. This leaner structure allows us to be more agile and responsive, ensuring that we continue to deliver high-quality services to our clients.

Q: How did you go about securing initial funding for your startup?

A: I didn't! It's all been self-funded. This meant relying heavily on personal savings and the early revenue that trickled in to keep the business afloat. This journey, while challenging, has been incredibly rewarding. It's instilled in me a resilience and determination that makes me show up stronger every single day. Each sunrise brings with it a new set of challenges but also fresh opportunities to learn and grow.

I've been fortunate enough to be surrounded by an exceptional team whose unwavering support has been instrumental in our growth. Their collective expertise, relentless dedication, and shared vision have been the backbone of our success. They've been there through thick and thin, always ready to roll up their sleeves and dive into the heart of any problem we face.

Q: What were some major obstacles faced during the early stages of your startup, and how did you overcome them?

A: Starting my business was like stepping into the unknown, with each day bringing a new challenge. Despite having limited funds and no investors, the journey has been enriching. Our passion, perseverance, and resilience have helped us turn these challenges into opportunities for growth and innovation. We've learned to handle each obstacle gracefully, staying afloat through sheer determination and resourcefulness. This fulfilling journey constantly reminds me of why I started on this path in the first place.

Q: Can you tell us about a time you failed and what you learned from it?

A: I fail, in some way, every single day. With each stumble, there's a lesson or an ego wound to nurse. More than anything, I've learned that failing isn't always a bad thing—it's how you truly learn and grow. You showed up, even if you were scared or tired or sick, and you gave it all that you had; you gave it your best. Sometimes, my best just isn't that great. Yet at the end of the day, I know I gave it my all.

My first major mistake was when I misspelled "veteran" on an invitation for my client, Rob Campbell, an army Colonel, author, speaker, and leadership coach. The invitation had already been distributed to hundreds of people before it was caught. This incident taught me the importance of not working on projects until 4 a.m. and the need to ask for help when necessary.

Fortunately, Rob is an exceptional businessman and leader who used this opportunity to discuss the issue and teach me how to handle mistakes instead of being afraid of confrontation. He has written several books on leadership, and although he was the most intimidating client to disappoint, it was a transformative moment that changed my perspective on business, communication, and overcoming challenges. I carry the lessons from that conversation with me into every team meeting and disciplinary meeting I have to this day.

Q: How does your startup stand out from competitors in your industry?

A: Our process as a company is group-oriented. We bounce copy and branding ideas off each other, we work together to keep everything running smoothly and establish multiple levels of review.

But ultimately, we care. Truly, deeply, and somewhat maddeningly care. As a business owner, you can be left on hold or at the disposal of some salesperson to communicate with SMM, design, and PR. We do it all and you don’t have to worry about it. Plus, you build a relationship with us that isn’t commonplace; it’s a working relationship that we take pride in cultivating.

Q: What has been the most rewarding part of being a founder so far?

A: The most rewarding part of being a founder has been the incredible connections I've made. This journey has introduced me to clients turned friends, friends turned family, and a collective of like-minded individuals who have become an integral part of my personal and professional life. A unique bond forms when you're in the trenches together, facing the challenges of entrepreneurship head-on. We've lent each other helping hands during tough times, providing support, advice, and encouragement when it was needed most. This sense of community and mutual aid is not just uplifting; it's empowering and keeps you moving forward even when looking grim.

My experience building SSM Creative Collective was so impactful that it inspired me to create the SSM Business Collective. The aim was to provide a platform where entrepreneurs could connect, collaborate, and support each other, fostering a spirit of collective growth and success. In essence, the most rewarding aspect has been witnessing the power of connection and collaboration firsthand and being able to facilitate that for others as well.

Q: Can you describe a typical day in your life as a founder?

A: In my role, I handle a variety of tasks, such as managing projects, consulting with clients, designing websites, and directing photoshoots. Each day presents new challenges and opportunities. One of my main responsibilities is to ensure that our work aligns with our company values. I prioritize teamwork and ensure that every project benefits from multiple perspectives, avoiding oversights and delivering quality work to our clients. I am not just overseeing the process; I actively participate and work alongside the rest of the team, sharing in the challenges and successes. Our strong sense of camaraderie makes our collaboration effective and our work environment positive.

Amidst the chaos, I always keep our objectives and values in mind. This guides me as I prioritize tasks and make decisions that benefit both our clients and our team. By staying true to our core principles, we consistently deliver good work that meets expectations.

Q: How do you stay motivated during challenging times?

A: Remembering my why — empowering small businesses to reach their fullest potential — and keeping my core values of courage and wholeheartedness at the core of all hard decisions I face as a business owner.

Q: What is the best piece of advice you received?

A: "Be excited to fail. If you are, you'll know you gave it your all." a gem from Curt Altarac, a friend and client of mine.

Q: How do you manage work-life balance, especially during intense periods of work?

A: Sometimes I manage it, and sometimes it manages me. Balance is crucial, and I strive for it every day. I believe in time blocking and being present. Setting aside specific periods for tasks helps maintain a healthy work-life balance. One transformative practice for me is not checking email first thing at the office. Instead, I allocate a specific time later in the day. This adjustment allows me to start with clarity and focus, avoiding the email whirlwind that can derail my day.

However, there are days when I still lose sight of balance. But each day is an opportunity to improve and I strive daily to be mindful and in the moment.

Q: What strategies have you found effective for managing your team remotely?

A: Clear communication, regular check-ins, and the use of cloud-based collaborative tools have been our lifeline in preserving team unity. We absolutely adore Clickup—it's a phenomenal tool! But at the heart of it all, nurturing an environment of trust and transparency is our secret ingredient to working together as a team even when we are remote.

Q: How has your leadership style evolved as your startup has grown?

A: Initially, as an introverted leader, I hesitated to confront issues and implement disciplinary actions. But I learned to be more compassionate and understanding, creating a supportive environment. Using tools like Forte surveys, team workshops, and out-of-office team building activities, I transformed my leadership style into one that empowers and cares.

As our startup grew, I adapted my leadership style to meet the evolving needs of the business. I shifted towards a participative approach, encouraging team members to take ownership and contribute their perspectives. This fostered respect, collaboration, and innovation.

Overall, I've learned the importance of creating a warm atmosphere where individuals feel valued and supported. Through effective communication and genuine concern for my team's well-being, I've cultivated a positive work environment that promotes growth and success.

Q: What does success look like for your startup, and how do you measure it?

A: Success for SSM Creative Collective isn't just about the bottom line. While financial metrics like customer acquisition costs and ROI certainly matter, the real indicators lie in the intangibles. It's the e-mails from satisfied clients, the lasting impact we make in the Wilmington community, and the sense of togetherness within our team that make all the hard work worthwhile. So, we take a blended approach, using both data-driven insights and qualitative measures to gauge our success.

Q: How do you encourage a culture of innovation within your team?

A: Creating a culture of innovation at SSM Creative Collective is something close to my heart. We regularly hold brainstorming sessions, encourage team members to bring new ideas to the table, and celebrate creative thinking. The door is always open for new approaches, and we try to cultivate a space where everyone feels safe taking calculated risks.

Q: Could you share any pivots your startup had to make and the reasons behind it?

A: Ah, the art of the pivot! We started out with a sole focus on digital marketing. But as we listened to our clients' needs, it became clear that we could offer so much more and thus, SSM Business Collective's community and workshops were born. We keep our ears open and our strategies flexible so we can adapt in real-time to serve our clients better, be it big accounts or small accounts.

Q: How have you leveraged technology to grow and improve your startup?

A: Technology is the backbone that enables us to deliver exceptional service without compromise. From collaborative software that keeps the team aligned to data analytics that inform our marketing strategies, tech tools have been indispensable. We've automated where we can to focus our energy on what really matters: nurturing client relationships and creating standout content.

Q: What is one thing you wish you knew before starting your business?

A: Oh, where to begin? If I had to pick one thing, it would be that I REALLY needed to work on my people pleasing skills and yield the word "no" with a lot more gusto. Aside from that, it would be understanding the depth of unpredictability that comes with running your own business. While my past experiences prepared me for high-pressure situations, nothing can fully prepare you for the rollercoaster of entrepreneurship.

Q: Can you discuss a time where customer feedback directly influenced a decision or direction for your startup?

A: Absolutely, listening to our customers led to the birth of SSM Business Collective. We kept hearing from small business owners about the struggle to find affordable digital marketing resources. That feedback was the catalyst for creating a community platform that combines educational and partnership opportunities tailored for entrepreneurs.

Q: How do you see your startup evolving in the next 5 years?

A: Looking ahead, I see SSM Creative Collective growing in both scope and impact. We're going to go big and be the go-to for growing your business. While we'll continue to focus on Wilmington's business ecosystem, there's a vision to expand the SSM Business Collective and possibly venture into new markets and become more online oriented while tools fit for specific niches.

Q: How have you adapted your startup to changes in the market, especially during crises?

A: The COVID-19 pandemic was a turning point for us. It accelerated our shift to full-time entrepreneurship and forced us to rethink our strategies. We expanded our online services and revisited our packages to offer more flexible solutions to businesses in crisis. It was a challenging time, but it also fortified our commitment to community building.

Q: What are the key qualities you look for when hiring new team members?

A: When it comes to hiring, it's less about the credentials and more about the individual. We seek people who are adaptable, can think on their feet, and genuinely care about the work we do and the clients we serve. These 'figure it out' people make SSM Creative Collective the dynamic and compassionate team that it is today.

Q: Can you share an instance where your team had to go above and beyond to deliver on a project?

A: We had the opportunity to work with a large media conglomerate and audit their brand and social media. We worked HARD on nailing the presentation and working together on a pitch. Previously, I had been the primary figurehead of the company, and our learning to work together to conduct the presentation posed new challenges. Not only that, but subsequently, we had to navigate recurring 3-hour workshops, which took us outside of our comfort zone. We pulled a few all-nighters turned team sleepovers to make it happen, and it truly helped bring us to the next level. It was the step we all took together into the next stage of the business and opened the door to so many wonderful opportunities.

Q: How do you promote personal growth and learning among your employees?

A: We invest in our people. This means offering skills in communication development, financial literacy and cross training on the various services we offer. Things change rapidly in our line of work, and continuous learning is the key to staying ahead of the curve.

Q: Can you tell us about a significant partnership or collaboration that has greatly benefited your startup?

A: Our collaboration with the Downtown Business Alliance of Wilmington has been highly fulfilling. It has enabled us to transcend our role as a mere business and become a dedicated community advocate. This partnership has enhanced our network and elevated our position as vital connectors within the community. Really, all of our partnerships with our clients have yielded another opportunity and expansion of how we view what we do.

Q: What advice would you give to someone considering starting their own business?

A: Be ready for a journey of unpredictability and, dare I say, terrifying excitement. Don't view failure as a setback but as a lesson. Remember, the most impactful learning comes from doing, making mistakes, and continuing to adapt and grow.