How Investing In The Value Of Marketing Helped Eric And Lisa Shorr DOUBLE Their Revenue And Open A Second Business !
Lisa And Eric Shorr , Co-Owners , Secure Future Tech Solutions
Company : Secure Future Tech Solutions
Founded : 1992
Headquartered : Rhode Island
Geographic Market : Rhode Island , Massachusetts , and Connecticut
Top Growth Indicator : Monthly Recurring Revenue ( MRR )
YoY % of Growth : 15 %
Founder & CEO : Eric Shorr ( Lisa Shorr , co-owner since 1998 )
18 | MSPSuccessMagazine . com • VOLUME 4 ISSUE 2
What Are The Top 3 Metrics You Use To Measure Your Business And Why ?
We ’ re laser-focused on driving our MRR up because that pays our bills and ensures our future success and continued growth . We look at top-line sales and set goals based on that to make sure the overall business is growing . EBITDA ( earnings before interest , taxes , depreciation , and amortization ) is essential , too , because we don ’ t want to bring in business just for the sake of bringing in business . It needs to be profitable so we can do what we need to pay our people , give raises , host events , continue to grow , pay our rent , and so on .
What Are The Top Ways You Have Grown Your Business ?
We ’ ve specialized in three niche industries : legal , property management , and dealerships . That ’ s enabled us to charge more because we are considered experts in each community . We have a solid brand in these industries and are viewed as a trusted advisor . This means people are willing to pay more because they see the value of having an IT company that knows their industry inside and out .
When you work in a specific vertical , you build expertise in that industry . You get to know their exact , unique needs and the terminology they use , which is critical when marketing to them . This allows us to be laser-focused instead of just putting marketing campaigns out and hoping something sticks .
We focus on building strong brands for our team . Every week during staff meetings , we talk about personal growth , professional development , and how everybody needs to view themselves as leaders . We ’ ve also focused on the team ’ s soft skills and emphasized Lisa ’ s direction on answering the phone , dressing for success , and self-care . All these things lead to a professional partnership with our clients because they feel good about who they are dealing with . This has benefited us because now the engineers aren ’ t viewing themselves as just someone who goes in to fix a problem , then leaves . They view themselves as someone integral to the relationship with that client . Strong service after the initial sale cultivates a better relationship . This has changed the mindset of our entire team for the better .