Grooming by Em

Emily Mansilla gets guidance on targeting her advertising and elevating the look of her small business.

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Published: April 24, 2015
Updated: January 12, 2017
Tags: Marketing | Project

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EMILY MANSILLA (OFFSCREEN):

I just fell in love with working with animals. I realized this is it. This is my "a-ha" moment. This is what I was meant to do.

NARRATOR:

This is the Wells Fargo Works Project. Watch as three small business customers strive to take their next step. For 2014 Wells Fargo Works contest finalist, Emily Mansilla, it's growing her full-service pet grooming business into a welcoming and profitable boutique.

MANSILLA:

Who's my pretty girl, huh?

Grooming By Em is a full-service grooming salon. Hi, kids. Be good. We offer several different creative grooming options for different types of pets. Whenever you see a dog walking down the street, you know it's my work. You know that that's Grooming By Em.

You did good. Yeah.

When I was approximately 25 years old, I was diagnosed with Lupus. It was painful, which made it a little bit difficult to groom. Doctors told me that I probably shouldn’t be grooming, but how could I possibly walk away from the one thing that I was happy about?  

Is Lucy ready? Excellent! You ready to go back?

When I am at work, it's just, I don't feel it. To be around great people and the dogs and all that energy is so much bigger than any possible pain that I could have.

Bye, Bunkin. Be good.

CUSTOMER:

Bye-bye. Take care.

MANSILLA:

In essence, you know, Grooming By Em is my medicine.   

MELINDA EMERSON:

I'm Melinda Emerson, SmallBizLady. I specialize in small business startup, business development, and social media marketing.

MANSILLA:

Hello.

EMERSON:

Hi there.

MANSILLA:

How are you? How can I help you?

EMERSON:

Well actually, Emily, I am here to help you. My name is Melinda Emerson. I've been retained by Wells Fargo to come and coach you and your business.

MANSILLA:

Wow. [Laughs] That's amazing.

EMERSON:

I want you to think of me as your small business fairy godmother.

MANSILLA:

Good, because I've needed one of those.

EMERSON:

Tell me about your business, Grooming By Em.

MANSILLA:

We moved here in 2011. It was initially just my brother, myself, and my groomer assistant, and it's evolved to about 12 employees.

EMERSON:

So what is your big picture vision? If time and money was no object, what would you want?

MANSILLA:

I want to grow.

When we opened the business, we were at the bare minimum with funds, and we bought the stuff that was definitely necessary. I want to take our warehouse-looking shop that is open and noisy, and make it calm and inviting.

My biggest thing has been having a good boutique layout. So I just want for people to come in and see our shop and say, "Oh, this is who they are." I want them to have that inviting feeling like they are coming somewhere where they are going to get great service and they know, they are like, "Yes, this is the place that I’ve been looking for."

EMERSON:

You know, I go and see a lot of small business owners, and I think you really got something very special here.

I think Emily is an amazing entrepreneur, and with just a few tweaks, Emily will take this business exactly where she wants it to go.

Wells Fargo has created this terrific Business Plan Center, and in it they have a Competitive Intelligence Tool. That will allow you to really know the skinny on what’s going on in your industry and your competitors.

MANSILLA:

When I see the Competitive Intelligence Tool, I freak. I'm amazed that it's so easy to use. You just put in the information, it's a click, and then you just get everything right then and there.

EMERSON:

So you're actually above average for the businesses in this area. Your line is the green line right. You're killing it. [Laughs] Right? And this is the thing that I really love about this tool. Let me show you. Let's say you want to do online advertising for your business. If you click on advertising, well now you know the city and the specific ZIP code —

MANSILLA:

That would benefit us.

EMERSON:

— that would benefit you for your ads to pop up when those people go on a specific social media site.

MANSILLA:

Small businesses need this, and it gives us a fighting chance.

EMERSON:

Think about ways that you might leverage this information to grow your small business.

MANSILLA:

I can do that. [Laughs]

EMERSON:

Ok, I will be back tomorrow.

MANSILLA:

Great.

EMERSON:

Give me a hug. I don't want a handshake. I want a hug.

EMERSON:  

Hey Emily, I'm back.

MANSILLA:

Hi, how are you?

EMERSON:

I'm good. How are you doing? 

MANSILLA:

I couldn't sleep last night, I was so excited for today. [Laughs]

EMERSON:

I am meeting with Emily today to continue encouraging her as she makes plans to grow and expand her business. Your business can only grow as far as your arm can reach. So you want to create as many systems in your business that can run without you.

I prioritize getting five tasks done in my business every day. If you prioritize those top five tasks, that's really going to streamline your day, and make sure that you accomplish the things you want to accomplish before "crazy" has an opportunity to interrupt your day.

One of the other things that I want to tell you is the Wells Fargo Works website is a great resource for small business owners. There is an article on their website that I want you to read. It’s called "Defining your business model." I think it's really going to help you grow your business.

Passion is the secret ingredient to a small business. Emily is so passionate about Grooming By Em. She wants to make sure that she gives her customers her best.

And the folks at Wells Fargo, in addition to retaining me to coach you, they are also going to give you $10,000 in goods and services.

MANSILLA:

$10,000. Oh my goodness!

EMERSON:

And guess what we are going to do with that money?

MANSILLA:

What?

EMERSON:

We're going to turn your salon into the boutique you've always wanted.

MANSILLA:

Wow! That's amazing.

EMERSON:

You're so deserving, Emily.

MANSILLA:

I'm so excited, I'm so happy. I still don't know why me. [Laughs] I will say this. It just made this fight worthwhile.

EMERSON:

Here he is.

MANSILLA:

Hello.

JOSH:

Hello, hello.

MANSILLA:

How are you?

JOSH:

We knew that you really wanted to turn this into a boutique, and turn this into part of your dreams. So what we're going to do is make it functional, creative, and really drive sales in your business.

MANSILLA:

I'm having an out-of-body experience. Josh is talking to me, he's showing me pictures, the whole design, everything. It's like the boutique I've always wanted.

JOSH:

Move the treat station in front of the counter so that, when actually the pets come in here, they might smell something and want to take a grab at it.

MANSILLA:

Kind of makes me feel a little bit foolish, because I'm like, why didn't I think of that?

EMERSON:

Well, you can't think of everything. You're already doing 10 jobs all at one time.

JOSH:

So, after looking at this whole thing, what do you think, Emily?

MANSILLA:

I mean, I am very excited. It's just amazing, and I'm really overwhelmed.

JOSH:

So once you get over the shock of this, you and I will be in contact and really start working out with you with exactly what you want to turn this beautiful place into.

MANSILLA:

OK. Sounds great.  

JOSH:

It was really nice meeting you, Emily.

MANSILLA:

Thank you so much for everything.

JOSH:

Thank you so much for this opportunity. Take care. Have a good day.

MANSILLA:

Have a good day. Bye.

EMERSON:

I really hope that I have been able to give you some actionable advice to help you take your business to the next level.

MANSILLA:

It is a great feeling for Wells Fargo to just take some time to think about a small business, to make it better, to improve it, and to make sure that it's there for years to come.

EMERSON:

Bye-bye.

MANSILLA:

Phew, Wells Fargo saying, "We believe in you." It's huge. It's just huge.

NARRATOR:

Find out how your business stacks up with the Competitive Intelligence Tool at wellsfargoworks.com.

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