SPOTLIGHT: Sandra Grove

Sandra Grove went to college planning to be a teacher. But she happened to know Tom Gable, who hired her in 1977 for his PR agency on the strength of her writing.

After several years working for PR firms, and also working as an "in-house" public affairs specialist for the corporate world, she

RESUME

Name: Sandra Grove

Title: President and chief executive officer

Company: The Grove Agency Inc.

Address: 591 Camino de La Reina, Ste. 600

Founded: 1992

Prior experience: About 15 years working in the public relations field.

Sources of start-up capital: Myself.

2002 Revenue: Roughly $1 million.

Number of employees: 8.

Web site: www.groveagency.com

BACKGROUND

Born: Nov. 19,1955; Memphis, Tenn.

Education: Bachelor of science in early childhood development from San Diego State University, 1977.

Residence: Alpine.

Family: Husband, Larry; children, Bryan, 18, Kelly, 16; and Mathew, 13.

Hobbies: Boating, skiing, visiting Lake Tahoe.

JUDGMENT CALLS

Reason for starting business: I had about seven or eight years of experience on the agency side, and seven or eight years of experience on the corporate side. We were in the middle of the early '90s depression. ... A lot of agencies didn't understand the constraints corporations were working under, and I felt that was a distinction I would bring to the marketplace.

How I plan to grow the business: The same way we have over the last 11 years - word-of-mouth and referrals. Slow, steady, and manageable.

Biggest plus of business ownership: The satisfaction of seeing the results of hard work and years of dedication.

Biggest drawback: If you're not committed to your clients and your business, it's a job.

Biggest business strength: Talented people. The way they approach each project, they don't look at it like a job. They look at it like a challenge, and they're really focused on the client, and the client's business objective.

Biggest business weakness: We're not as focused on billable hours, so some of my competitors might say, "Your revenues should be higher." But in reality, our rewards come with the long-term relationships we have.

Smartest business decision: Starting the business.

Toughest career decision: Making the decision to leave the agency world for a few years to go "in-house." I was so ingrained in the agency way of doing things that I didn't know if I would like being part of a huge corporation. It ended up being one of the best decisions I ever made.

Biggest missed opportunity: From my perspective, I don't think there's been one. I've done everything I wanted to do.

Biggest ongoing challenge: Making sure the people in the company are well taken care of at the same time you're serving a client load.

DREAMS

Goals yet to be achieved: We've had a lot of clients for the last 10 years, and that's unusual in this industry. And in another 10 years, I want to have those same clients.

My five-year business plan: To be recognized as the best PR and marketing agency in San Diego. Not the biggest, but definitely the best.

I would sell my business only if. I don't think I could bear to part with my company, or my clients, or the people that work here.

PHILOSOPHY

Guiding principles: Fulfilling promises, staying on track, and engaging in everything that we do with the utmost integrity.

Most admired entrepreneur: My dad was a military aviator, and then he went into the defense contracting business. When he was in Vietnam, every day I had a letter from him, and so did my mom. He worked very hard to be a parental influence, even when overseas. And my husband; he's an entrepreneur.

The most important part of my business: Being a good listener. You just can't advise clients on their business and marketing strategies if you haven't really listened.

My business works best when: Everybody on our team is fully engaged, and understands what the client needs and wants.

Important lessons learned: Saying no to potential clients whose goals or philosophies aren't in line with ours.

Advice for those looking to go into business: You have to be highly self-motivated, incredibly organized, and goaloriented.