The Journeys of Three St. Louis Entrepreneurs

1
The Journeys of Three St. Louis
Entrepreneurs
Starting Your Own Company



MS/IS 480 Fall 2002 Lou Henderson
Sarah Smith
2
Starting Your Own Company

• Entrepreneurial Self-evaluation
• Literature Review
• Interviews with St. Louis IT Entrepreneurs
• Conclusion
• Bibliography

3
Starting Your Own Company

• Entrepreneurial Self Assessment
• What are your entrepreneurial
  qualities?

4
Entrepreneurial Self-Assessment

• 1) Are you a self-starter?
• If someone gets me started, I keep going all
  right.
• I do things my own way. Nobody needs to tell me
  to get going.
• Easy does it. I dont put myself out until I
  have to.

5
Entrepreneurial Self-Assessment

• 2) How do you feel about other people?
• Most people bug me.
• I like people. I can get along with just about
  anybody.
• I have enough friends and I dont need anybody
  else.

6
Entrepreneurial Self-Assessment

• 3) Can you lead others?
• I can get people to do things if I drive them.
• I can get most people to go along with me without
  much difficulty.
• I usually let someone else get things moving.

7
Entrepreneurial Self-Assessment

• 4) Can you take responsibility?
• Ill take over if I have to, but Id rather let
  someone else be responsible.
• Theres always some eager beaver around waiting
  to show off. I say let him.
• I like to take charge of and see things through.

8
Entrepreneurial Self-Assessment

• 5) How good an organizer are you?
• I like to have a plan before I start. Im
  usually the one who lines things up.
• I do all right unless things get too complicated.
  Then I may cop out.
• I just take things as they come.

9
Entrepreneurial Self-Assessment

• 6) How good a worker are you?
• I cant see that hard work gets you anywhere.
• Ill work hard for a time, but when Ive had
  enough, thats it.
• I can keep going as long as necessary. I dont
  mind working hard.

10
Entrepreneurial Self-Assessment

• 7) Can you make decisions?
• I can if I have plenty of time. If I have to
  make up my mind fast, I usually regret it.
• I can make up my mind in a hurry if necessary,
  and my decision is usually O.K.
• I dont like to be the one who decides things.
  Id probably blow it.

11
Entrepreneurial Self-Assessment

• 8) Can people trust what you say?
• I try to be on the level, but sometimes I just
  say whats easiest.
• They sure can. I dont say things I dont mean.
• Whats the sweat if the other fellow doesnt know
  the difference?

12
Entrepreneurial Self-Assessment

• 9) Can you stick with it?
• If I make up my mind to do something, I dont let
  anything stop me.
• If a job doesnt go right, I turn off. Why beat
  your brains out?
• I usually finish what I start.

13
Entrepreneurial Self-Assessment

• 10) Can you keep records?
• Records are not important. I know whats need to
  be known without keeping records.
• I can, but its more important to get the work
  out than to shuffle numbers.
• Since they are needed Ill keep records even
  though I dont want to.

14
Entrepreneurial Self-Assessment

• Grading
• 0 wrong. Excellent. You are a born
  entrepreneur.
• 1 wrong. Very good. You have what it takes to
  succeed in a business of your own.
• 2-3 wrong. You have the qualities of a
  successful entrepreneur with some weak spots.
• 4-6 wrong. Your prospects are doubtful.
• 6 - wrong. No chance of success.

15
Starting Your Own Company

• Literature Review
• What are the qualities of
  successful entrepreneurs?

16
Top 14 Characteristics Research - Based On
Frequency

• Self Confidence
• Working Long Hours
• Focused
• Risk-Taker
• Money Accomplishment
• Deep Knowledge/Head for Business
• Passion
• Loner
• Competitive by Nature
• High Energy/Good Health
• Planner
• Creative/Inventive
• Support Network/Contacts

17
The Journeys of Entrepreneurs
3

• John Forti, Next Century Design
• Greg Sullivan, G.A. Sullivan
• Susan S. Elliott, Systems Service Enterprise

18
Next Century
Design

John Forti
Born
1971, St. Louis, MO
Mother and younger sister
Family
Education
CBC High School Meramec Community College UMSL
Professional Experience
President, Next Century Design, 1997 - Present
19
Company Profile

Founded 1997
Business
Network design and security System support,
maintenance, replacement upgrades Office
collaboration including company wide contacts,
calendars, and Internet/palm device-PC
integration Workers can work from anywhere in
the world
Locations
St. Louis 1.2 Million
Sales
Employees
3
20
Clients . . . . .

Clients

• ESCO Technologies Inc.
• Sheraton Hotels
• Ameren Energy

21
History . . .

Childhood

• Favorite toy Star Wars figures
• School likes - friends
• School dislikes being told what to do,
  irrelevance of subjects, teaching was too slow.
• Sports soccer and baseball
• Activities training and riding his horses,
  Commodore 64 computer, BB gun fights
• Parents Dad salesman and Mom entrepreneur

22
IT Transition

• 1994 Bought old computer from his dad and started
  to get back on the bulletin boards
  
• Decided he would go to school, get a computer
  science degree, and work for a company for two
  years then start his own company.
• He went to UMSL for a couple classes and decided
  that it was useless.
• He realized he needed to learn on his own so he
  became Microsoft Certified.

23
Business Startup

• He learned how to run a business by managing his
  mothers for six years.
• Moms clients asked about John, so he put a sign
  up in her shop stating what he had been doing and
  business just started from there.
  
• His first job was buying new computers,
  installing and making a network run for a
  neurosurgeon's office.
• Challenges being self funded, licenses, federal
  state tax Ids, and hiring first employee

24
Critical Success Skills

• His networking skills created this startup!!!
• Strengths ability to deal with people
  
• Weaknesses he cannot do everything his self
• Most important skills for success 52 people
  skills and 48 tech skills. I have to know
  what the hell I am talking about, but more
  importantly I need to be able to convey that
  information in plain English to my customers.

25
Current Status

Business

• Do you ever regret starting your own company?
  Sometimes. It is really hard and scary at
  times I mean my balls are on the line,
  everything revolves around me. Everything in
  this business was bought with my own money if it
  fails I am out all that money.
• Do you ever feel like you have accomplished the
  goals you set out for? I am constantly raising
  the bar. I feel like my goals are a dollar bill
  in the wind and no matter how close I get to it I
  can never catch it.

26
Current Status

Personal

• Works 50 60 hours per week
• Relaxation play with dogs, TV, cycling, and spa
• Sports weight training, cycling, some running
  raising the bar. I feel like my goals are a
  dollar bill in the wind and no matter how close I
  get to it I can never catch it.

27
Which Characteristics Fit John Forti?

28
Characteristics We Feel Fit John Forti?

• Self Confidence
• Working Long Hours
• Focused
• Risk-Taker
• Money Accomplishment
• Deep Knowledge/Head for Business
• Competitive by Nature
• High Energy/Good Health
• Planner
• Creative/Inventive
• Support Network/Contacts

29
G.A. Sullivan Business
Greg Sullivan
Born
1958, Gladstone, MO
Wife, Christine Daughter, Riley, Age 4
Family
Education
Washington University in St. Louis, 1981 BS in
Systems Science and Mathematics
Professional Experience
Programmer. MARC 1982 President, G.A. Sullivan,
1982 - Present
30
Company Profile
Founded 1982
Business
Software development consulting
services Specializes in web-based application
development, a line of business applications,
e-commerce, data warehousing, company-wide
intranets
Locations
St. Louis (headquarters),Kansas City, Mo,
Cincinnati, Nashville, San Antonio, Detroit,
Atlanta, Boston, Seattle, Fairview Heights, IL
Revenues 31 million (2001)
Employees
250
31
Clients . . . . .
Clients

• Ernst and Young, The Netherlands
• Marathon Oil
• State of Missouri
• Kansas City Public Library
• Bridge information Systems
• Saturn
• Clear Channel Communications
• General Life

32
Industry Recognition
Industry Recognition

• National Small Business Person of the Year, 1999
• Inc's 500 list of fastest growing companies in
  America, 1997, 1998, 2000
• Deloitte and Touche Technology Fast 500 list of
  fastest growing companies in United States.
• Ernst Young Entrepreneur of the Year for the
  Software/Information Services Category, 2000
• Deloitte Touche St. Louis RCGA Fast 50 Company,
  1996-2002

33
Beginning in 1982
Starting the business
gtgtWhen I thought about it, there really wasnt
anything else to do. There were no opportunities
for someone with a math degree, and the job
market wasnt like it is now. I didnt have the
heart to tell my mother and father I didnt have
a job after that great educationltlt
34
Journey . . . . .
The beginning

• 1981 Graduates from Washington University,
  takes summer job programming.company folds
• 1982 Starts own company at age 24 with 300 in
  start-up capital..Programs PCs every day for
  the next 10 years.has funfalls in love
• 1992 Celebrates 10th Anniversary with 5
  employeesDecides to expand companyDevelops
  business plan, hires advertising agency and
  marketing consultant, hires staff

35
Journey . . . . .
The growing years

• 1998 Revenues near 14 million, employs 175
  people
• 1999 Sullivan named as Small Business Person of
  the Year
• 2001 Revenues exceed 31 million
• 2002 - Celebrates 20th Anniversary

36
Enthusiasm . . . . . .
gtgtMy philosophy about business is to have fun
along the wayltlt
37
Focus . . . . . .
gtgtWe do one thing, one thing only, and that
allows us to be the best at what we do we
develop software.ltlt
38
Which Characteristics Fit Greg Sullivan?

39
Characteristics We Feel Fit Greg Sullivan

• Self Confidence
• Working Long Hours
• Focused
• Risk-Taker
• Money Accomplishment
• Deep Knowledge/Head for Business
• Loner
• Competitive by Nature
• High Energy/Good Health
• Planner
• Creative/Inventive
• Support Network/Contacts

40
SSE Inc.
Susan Elliot
Born
1937, St. Louis, MO
Family
Husband, Howard Daughters, Katherine and
Elizabeth
Education
Smith College, 1958 BA in American Studies
Professional Experience
IBM 1958-1966 SSE Incorporated, 1966
Revived, 1983
41
Company Profile
Founded 1983
Mission
To apply information technology to deliver
solutions that create value for customers.
Services range from computer network design and
deployment to software development, computer
training, including custom training courses and
learning solutions.
Sales
8.7 Million (1999) 120
Employees
42
Clients
Clients

• Anheuser-Busch
• Bridge Information Systems
• SBC Communications
• Enterprise Rent-A-Car
• Boeing
• Mastercard International
• SSM Healthcare
• U.S. Army

43
Industry Recognition
Industry Recognition

• Fast 50 Technology Award
• One of the 25 Most Influential Business Women in
  St. Louis, 1999
• Federal Reserve Bank of St. Louis (Chairman and
  Deputy Chairman)
• St. Louis Business Journals 2001 Book of Lists
  Ranked 2nd largest software training company

44
Advice . . . . . .
gtgtYou can go as far and as high and as wide as
you want to. All you have to do is put your mind
to it and do itltlt
Ronald Beasley, Mary Institute Headmaster
45
Journey
The beginning

• 1958 Graduates from Smith CollegeHired by
  IBMWorks 16-20 hour days as systems
  analystloves work
• 1966 Becomes pregnantRequired to begin
  maternity leave at 6 monthsLeaves
  IBMIncorporates SSE
• 1966 - Begins programming for First National
  BankDaughter Kathryn born

46
Journey
The beginning

• 1969-1973 Family relocates several
  timescontinues consultingDaughter Elizabeth
  born
• 1973 Returns to St. LouisFocuses on family and
  community involvement
• 1983 Attends 25th Reunion at Smith
  CollegeClassmates encourage reentry into
  workforceWins IBM PC at auction

47
Journey
The growing years

• 1983 SSE reactivated from basement of
  homeinstalls IBM computersinitiates training
  sessions
• Mid 1980s Company continues to grow clients
  include Emerson and Monsanto
• 1990s SSE expands services to include
  application development, network design and
  deployment, and blended learning.

48
Journey
The growing years

• 1998 SSE begins succession programHires
  President/COODaughter Kathryn assumes expanded
  role.
• 2001 SSE ranked as 2nd largest software
  provider in St. Louis.
• 2002 Celebrates 19th Anniversary

49
Advice . . . . . .
Advice from entrepreneurs

• Assess your tolerance before you dive in
• Brace your home life
• Dont take the entrepreneurial leap simply for
  moneyfollow a real passion

- Tom Ashbrook
50
Reflection . . . . . .
gtgtLife is sort of a mosaic...we do things in our
life because it's right at the time...all of a
sudden, all these pieces come together.ltlt
51
Commitment . . . . . .
gtgtYou never question yourself...you just do
whatever needs to be done.ltlt
52
Which Characteristics Fit Susan Elliot?
53
Characteristics We Feel Fit Susan Elliot

• Self Confidence
• Working Long Hours
• Focused
• Risk-Taker
• Money Accomplishment
• Deep Knowledge/Head for Business
• Loner
• Competitive by Nature
• High Energy/Good Health
• Planner
• Creative/Inventive
• Support Network/Contacts

54



Similarities

• Technical skills and business savvy
• Creative
• Forward thinking
• Independent thinkers

55



Similarities

• Modest beginnings
• Personal and professional networks
• Passion
• Self-confidence
• High energy

56



Conclusions

• Entrepreneurs are exceptional in the way they
  live, work and think. They are hard workers who
  are intense, focused, energetic and innovative.
  Successful entrepreneurs are to be admired for
  these characteristics.

57
Bibliography . . . . . .

• 1) Amelin, Ron, Small Business Person of the
  Year Greg Sullivans Firm Grows by Leaps and
  Bounds St. Louis Business Monthly, Vol.12,issue
  IV,May,1999,pp.1-4.
• 2) Bricklin, Dan Natural-Born Entrepreneur
  Harvard Business Review, September 2001,
  pp.53-59.
• 3) Business Town.com,Profile of an
  Entrepreneur, www.businesstown.com/entrepreneur/
  article2.asp, viewed October 25, 2002.
• 4) --- .Entrepreneurial Myths about
  Entrepreneurs,about www.businesstown.com/entrepre
  neur/article2.asp, viewed October 25, 2002.
• 5) --- Entrepreneurial Self-Analysis,
  www.businesstown.com.com/entrepreneur/article3.asp
  , viewed October 25,2002.
• 6) ---.Entrepreneurial The Success Formula,
  www.businesstown.com/entrepreneur/article4.asp
  viewed October 25, 2002.

58
Bibliography . . . . . .

• 7) Department of Industry and Commerce, Womens
  Entrepreneurship Branch, Government of Quebec,
  to Be or Not to Be an Entrepreneur, Quebec
  City1987, www.cbsc.org/alberta/tbl.cfm/fncutout
  , viewed October, 25, 2002.
• 8) Driessen,Martyn P. and Zwart, Peter S., The
  Role of the Entrepreneur in Small Business
  Success The Entrepreneurship Scan,
  www.sbaer.uca.edu/Research/1999/ICSB/99ics079.htm
  , viewed October 25, 2002.
• 9) Elliott, Susan, Chairman and Chief Executive
  Officer, Systems Service Enterprises, Inc.,
  interviewed in person by Sarah Smith, October 23,
  2002.
• 10) Forti, John, President, Next Century Design,
  interviewed in person by Lou Henderson, October
  9, 2002.

59
Bibliography . . . . . .

• 11) Goodman, John P., What Makes an
  Entrepreneur, www.imc.com/articles/growth/pers
  develop/burnout/3131.html viewed October 25,
  2002.
• 12) Littunen,Hannu, Entrepreneurship and the
  characteristics of the entrepreneurial
  personality International Journal of
  Entrepreneurial Behavior and Research
  Vol.6,6,2000,starting page 295.
• 13) OReilly, Brian, What it takes to start a
  startup Fortune, Vol.139,11, June 7, 1999,
  pp.135-140.
• 14) Passing the Baton Commerce Magazine,
  October, 2002, Reprint.
• 15) Small Business Resource Center, The
  Successful Entrepreneur, www.successfulbusiness.o
  rg/allaboutbusiness/thesuccessfulentrepreneur.htm
  viewed October 25, 2002.

60
Bibliography . . . . . .

• 16) Sullivan, Greg, President and Chief Executive
  Officer, G.A. Sullivan, interview in person by
  Sarah Smith, October 8, 2002.
• 17) THE BUSINESSLINK Business Service Center,
  Self-Analysis Questions Do I Possess
  Entrepreneurial Qualities?,www.cbsc.org/alberta/t
  bl.cfm/fnself_analysispf1.
• 18) The Entrepreneur Test an interactive
  quiz, www.liraz.com/webquiz.htm viewed October
  25, 2002
• 19) Tucker, Daile, Are you an Entrepreneur?,
  www.angelfire.com/tx/KnowledgeRUs/ viewed October
  25, 2002.
• 20) 2000 entrepreneur of the Year Awards St.
  Louis Commerce Magazine, July, 2002, Reprint.

61
Bibliography . . . . . .

• 21) www.gasullivan.com viewed October 1, 2002.
• 22) www.ncdtech.com viewed October 2, 2002.
• 23) www.sseinc.com viewed October 1, 2002
  Reprint.