MEET Sarah Nance: Entrepreneurial drive is part of Sarah Nance’s DNA. As the Vice President and Co-Founder of Conteh Soccer Academy, Sarah grew up watching her parents pursue the idea of business ownership. Prior to launching Conteh Soccer Academy, an sports training program that offers individual and team pro-level fitness instruction, Sarah managed her own accounting firm for six years. The accounting firm, All Star Accounting, gained national exposure. Conteh Soccer Academy currently operates offices in the western and eastern parts of the United States. Keep reading to find out what inspires Sarah, how she manages to achieve lasting business success.
WMI: What inspired you to create the Conteh Soccer Academy?
SN: I am a very passionate entrepreneur. The opportunity to help youth at the grassroots level was a win-win in my eyes.
WMI: How and when did you start working with Abdul Thompson Conteh?
SN: My relationship with Abdul goes back to 2006. Over the years, I have witnessed him help thousands of kids in the Washington DC area. In October of 2012 we formed Conteh Soccer Academy together.
WMI: Tell us about the experience and background of your instructors.
SN: With Abdul’s 30+ years of soccer experience, both playing professionally and coaching, he provides the highest level of training. His training program for our coaches is unparalleled.
WMI: What should soccer players expect when they come to the academy?
SN: Soccer players should expect to gain the confidence and skills to take their game to the next level. Yes, it takes hard work and dedication but with our guidance, they can make their soccer dreams come true. No matter the age (we have students from 5 years old and up), the training is tailored to each individual player or team.
WMI: Do you offer after school programs for kids? If so, what services are offered during the after school programs?
SN: As of right now, we do not have an official after school program. We are interested in speaking with the schools and community organizers in San Diego to see where we can work together. We believe strongly in the power of soccer and all of the benefits it brings.
WMI: Is this your first time operating and managing your own business? If not, please share with us a bit of history about another business you owned.
SN: In my “previous life”, I worked as an accountant for over 13 years. I had always wanted more than the 8-5 and never liked being told when to take my lunch break! In 2006 I (along with my cousin Andrew Miller) created All Star Accounting. Within three years, we were a nationwide business with offices in Washington DC, San Francisco and San Diego.
WMI: A lot has been said about start-up funding. Where did you find the funding to get Conteh Soccer Academy off the ground?
SN: Yes, a lot is being said about start-up funding. With the growth we have seen in the past year it is something that we have discussed exploring. Up until this point it has just been the two of us. There are advantages to bringing in outside funding but you also have to give up some control of your business. We are also exploring sites like Rallyme and Kickstarter as alternative options.
WMI: What has been the toughest thing to learn about owning a business?
SN: When I first became a business owner (in 2006), the hardest lesson for me was learning how to work on my business, not in my business. When we started the accounting company, I was still working directly with clients and felt like I didn’t have time to do anything else. Two books that really helped change my outlook are The 4 Hour Work Week by Tim Ferris and The E-Myth by Michael E. Gerber. Once I “got it”, I realized that I no longer have time to work in my business. My time is much better spent working on my business, making it grow.
WMI: What has been the most rewarding part of owning a business?
SN: Too many to mention! Earlier this year I wrote a blog post titled “3 Reason’s I Love My Life As An Entrepreneur” ( http://theallstarceo.wordpress.com/2013/02/20/3-reasons-i-love-my-life-as-an-entrepreneur/) 1. Versatility. I love the fact that I can go from running an accounting company to owning a soccer academy. 2. Never getting bored. Yes, owning your own business is really tough and a LOT of work but I never get bored. 3. Possibilities are endless. As a business owner you have to think big and be flexible. Having an open mind in business is crucial to avoid missing out on huge opportunities.
WMI: Social media networks, press releases, interviews, etc. provide a myriad of marketing opportunities. Share three to four specific marketing strategies/action steps you have found to be most effective at getting you exposure for your products.
SN: Abdul and I are very active on social media. The key to connecting with people, whether it’s Twitter, Facebook, LinkedIn or one of the other hundred sites we are on, is to provide information that engages your audience. Your contacts are going to do business with you because they like and trust you. Building relationships online or in person has to be genuine. No one wants to be “pitched”.
Recently, we have been fortunate to be feature guests on several radio shows here in the US and in South America, online blogs such as yours and various press interviews.
WMI: To keep your business going, you have to generate cash inflow. Tell us about two to three effective cash inflow generating strategies you’ve found effective.
SN: The heart of our business is working with kids long term and watching them grow. We sell our packages of 5 or 10 sessions and they are staggered throughout the month and renewed at different times. This ensures constant cash flow instead of waiting for the 1st of the month to receive payments. One effective strategy I’ve found was to offer our 2013 summer soccer camps through Amazon Local’s deal site. Yes, you bring in less money than if you sold direct but the exposure was amazing! And the impact we had during just a week of camp turned into ongoing training for some of the students.
WMI: You have a blog at your website. Have you found blogging to be advantageous, helping you to grow your business and attract more kids interested in learning how to play soccer?
SN: Abdul Conteh’s blog that is featured on our website is more geared towards soccer fans, coaches and parents. We have been amazed by the interactions that have been generated by the posts. We’ve had amazing conversations with people about the blog and if that turns into a business all the better. The goal is to inform and create a dialog.
WMI: Who inspired you to go after your dreams when you were a child? How is this person still positively impacting your life today?
SN: I grew up watching my parents struggle financially. I also witnessed them constantly researching different business options but never following through. Instead, they worked way too hard for other people with not much to show for it. So by watching them not taking action and risks when it came to entrepreneurial ventures, I am even more motivated and determined.
WMI: What’s next for Sarah Nance? Where do you see yourself and the soccer academy two to three years from now?
SN: My focus right now is growing our San Diego location. Our goal is to become THE place to come to in order to receive pro-level soccer training. In the coming years we plan to expand to other cities with becoming a franchise a possibility.
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