How a Startup Accelerator Helped Me Find My Voice and My Brand
The founders and mentors of the accelerator program.
Photo Credit: Harbor Entrepreneur Center
When I started working for myself five years ago, I never anticipated my business expanding the way it has. My goals were to create healthier work-life boundaries, have more say in who I worked with, and learn new marketing skills.
Last year, when my business began to take off, it became clear that I needed some guidance to help sort out my priorities and take advantage of the opportunities available in South Carolina. Enter: the Harbor Entrepreneur Center’s accelerator program.
I was selected as a finalist, and I quickly pulled together a pitch for why my business should be considered for the program. I practiced the presentation all weekend long and showed up to the event feeling confident. I knew my projections, goals, and value propositions. But of course, as soon as I stood up in front of the packed room, I forgot everything I wanted to say.
Instead, I talked about my “why”: I started my business because I believed it was possible to run a creative agency with a non-toxic company culture, clear growth paths for team members, and healthy boundaries. I wanted to create the workplace I had always dreamed of.
Although I was not confident I’d be accepted into the program, I was thrilled to receive an invitation to join alongside 13 other local startups. At the end of June, I graduated with five others.
I learned so much from the experience–and not all of it was related to the curriculum. In addition to receiving loads of fantastic business advice, I also learned when to stand my ground, speak confidently, and ask for what I deserved. In addition to twice-weekly in-person sessions, founders were required to complete multiple homework assignments per week, often with little warning. The program was not easy–but it was absolutely worth it.
Here are my top four takeaways from participating in the accelerator program.
1. Great rebrands should coincide with company growth.
This business was formerly named Paralian Marketing. A “paralian” is a rare word, meaning someone who dwells by the sea. As a native Chicagoan, I loved the word’s SEO potential as much as its subtle nod to Charleston and my new life in one of the country’s most beautiful coastal cities. However, mentors in the program were quick to share that the name was too hard to say, spell, and remember. Thus, Boundless Marketing Co. was born.
The rebrand was also an opportunity to rethink our key messaging, colors, and personality. We leaned into vibrant hues and revamped our website, but we kept the original logo. Now, I’m proud to say my company’s name out loud, and I know the branding matches who we truly are.
Erin receiving her certificate for graduating.
Photo Credit: Harbor Entrepreneur Center
2. Find your champions and trust their feedback.
The HEC’s accelerator program featured over 100 mentors, which meant it was impossible to get to know all of them in such a short amount of time. Some popped in for one or two sessions, while others showed up consistently twice a week.
My feedback from mentors ranged from complete dismissal to thoughtful attention and support. My advice is to forget about the folks that don’t see your vision and commit to those that do. If a mentor or advisor wants to invest in you, let them–but take their feedback and suggestions seriously. It’s not always easy to hear that your business has room for improvement, but know that anyone taking the time to share advice wants you to succeed.
3. Your key messaging can always be improved.
We spent an entire month workshopping company key messaging, from taglines to value propositions. All founders should know their customers and businesses forward and backward; the most challenging part is paring down messaging for concision and clarity.
Messaging cannot be rushed. Take your time, workshop your ideas, and keep in mind that you can always make your messaging shorter and snappier than it already is.
Erin takes the stage at accelerator final pitch night.
Photo Credit: Harbor Entrepreneur Center
4. Commit to the bit.
Some of the accelerator sessions were repetitive, and some didn’t feel relevant to me. But when I started the program, I promised myself I would fully commit to getting as much out of the experience as I could. I showed up to every happy hour, completed every assignment, and even got involved in the final presentation as an MC (although I wasn’t pitching for investors myself). At the end of the day, you get as much from this type of program as you put into it. Don’t waste your time–go big or go home!
If you’re considering going through an accelerator program yourself, know that it won’t be easy! It felt a bit like going to business school while working a full-time job, plus more. But if you’re passionate about improving your business, growing your network, and investing in yourself, an accelerator program will be well worth your time.
