I launched my first startup Zeta during GATSVI as a part of the 10-day incubator program. Zeta was designed to help small and medium sized businesses modernize their approach to better entice the emerging Gen Z market. My thesis was that as the purchasing power of Gen Z increases, there is a ton of value in businesses shifting their advertising and branding approach to be more unique. Our services were conducting market research, creating new social media graphics, and rehabilitating a business's brand strategy.

This startup failed, but I learned so much. First, I learned that SMBs aren't the easiest customers to acquire. Often they don't have the capital to invest in a startup. Second, I wasn't consistent with generating new leads and conducting cold calls. I would have spurts of energy and massive lulls in between, and this high inconsistency didn't result in quality leads. Third, I was very new to what "branding" meant and it was eye opening to see all the different facets.