Jeff Nelson’s entrepreneurial story began back in 1984 with his first business. Though that venture didn’t succeed, it sparked his determination to learn more about business. This led him to Calgary, where he began his MBA program. Balancing work and studies part-time, it took Jeff five years to complete, and during that time, he transitioned from a background in healthcare to the world of business. He started working as a performance coach for small companies—but encountered an unexpected pattern. “I was laid off after a year… and that happened six more times,” Jeff recalls. Frustrated yet undeterred, he decided in 2001 that he was done working for others. Partnering with Damon, he co-founded Anduro, and they haven’t looked back since. “We’ve had our ups and downs, but Anduro has been a success we’re both very proud of.”
Challenges and the Joy of Building Client Relationships
For Jeff, one of the constant challenges has been finding prospects and converting them into clients. But rather than seeing this as a setback, he genuinely enjoys it. “I like discussions with people; learning about their struggles and providing solutions that work,” he shares. This curiosity and willingness to listen has been instrumental in Anduro’s growth.
The COVID Pivot: A Time to Rest and Refocus
The pandemic brought new challenges to Anduro, with Jeff and his team losing half their clients in just three months. “I took a couple of months off, which was a rest I really needed,” Jeff admits. During this time, he explored new hobbies, reconnected with family, and reflected on the company’s direction. This period of rest led to a pivot for Anduro, shifting its focus toward more consulting work, especially in strategic marketing. It’s a new direction that has proven valuable, helping companies sharpen their marketing strategies to thrive in an evolving business landscape.
Key Business Advice: Cash Flow and Profit Are Essential
Jeff emphasizes two key lessons for new business owners. “First, a business runs on cash and cash flow. You need revenue right from the start because, without cash, your business will die,” he explains. “Second, at some point, your company has to generate profit.” Jeff’s insights come from his own experience and challenges, reinforcing the importance of financial stability in building a lasting business.
Proud Milestones: Working with Dell and Publishing a Book
Jeff recalls two standout moments in his journey. “A few years back, we got an email from someone at Dell.com, asking us to optimize their website for search engines. We worked with them for three years—big company, large invoices. It was nice.” Another proud moment was the recent release of his book, Intentional Marketing, co-authored with a colleague. “We had our launch party in February, and it was a proud moment,” he reflects.
Looking Forward: A Focus on Strategy
Now, Jeff’s focus is on helping companies develop solid marketing strategies. “The words strategy and tactics have always been vague to me, but I’ve finally figured out definitions that work well,” he says with a chuckle. Though he swore he’d never write another book, Jeff hints that a book on this very topic might be on the horizon. “Never say never,” he jokes.
With Anduro, Jeff Nelson is committed to helping businesses not only understand strategy but also implement tactics that drive real results. It’s a journey that blends resilience, learning, and a deep dedication to making a positive impact in the world of marketing.
To learn more about Anduro, visit anduro.com.