Pivoting Your Business’ Target Market: Q&A With Justin Boggs of Scope.LA

First of all, how is business these days?

It is an exciting time for the business, as we are offering our first B2B application called Scope. We spent the first two and a half years building a consumer app called OfferSavvy that never gained traction. But we learned a lot about how to incorporate social into e-commerce, and how that can increase time on site, click-through rates, and conversions. I decided to pivot at the end of 2014 to build a software product for businesses that increases engagement and conversions. So now with Scope going live, we are excited to finally see all of our efforts and research put to work. We offer a completely free option now, so check that out.

What led you to start your own business?

I am the kind of guy that doesn’t see the world the way it is, but rather the way it could be. Plus, when I get an idea in my head, I can’t let it go; it compels me to drive that idea into fruition. Additionally, I’ve always felt that it is a safer proposition to bet on myself, and build something myself. Time is our most valuable resource—and I want to control how I spend mine—so I guard that fiercely.

What sources did you use for startup capital?

I have only raised money for my companies through angel investors. I had previously gone through an incubator, but the idea wasn’t ready at that time and did not get funded. However, I kept pushing and got the first check from someone who had done business with me for years. Then I was introduced to my next investor through an employee whom I hired. That was the catalyst to many more fruitful relationships and introductions.

What do you think is your biggest business strength?

My two greatest strengths are emotional intelligence and building relationships. It is really important to understand what motivates people and be able to connect with them on a level that truly resonates.

What do you enjoy most about owning your own business?

I really enjoy how a startup evolves. The job changes over time, so I never feel like two days are the same.

What’s your least favorite part of running a business?

Having to let people go. From the restaurants I started to the tech company, I have had many employees work for me. Sometimes it is a necessary evil to keep toxicity out of your environment, but I promise that it is never fun or easy.

What do you think are important entrepreneurial skills to have?

The two most important skills for an entrepreneur must be self-awareness and sales. You need to be aware of your own strengths and weaknesses, and be rigorously honest with yourself so that you can grow both personally and professionally. Secondly, your ability to sell will help you raise money, develop relationships, create partnerships, and win customers, which are all critical to success.

What are some challenges you’ve faced in business and how did you overcome them?

I have had failures in business, but I was able to learn from such mistakes and move on. And, in retrospect, those experiences have continued to help me succeed in my other endeavors. Late in 2014 I was faced with some tough decisions: we were running out of money, had no revenue, and were not gaining any traction. I turned to my mentors and advisors for counsel before making the tough decision to scrap what we had been working on, make some personnel adjustments, and started down this new path.

What do you wish you’d known before you started out?

With software, the project always takes longer and costs more than you would anticipate.

What is the smartest move you have made with your business so far?

While only time will tell, I think that the most important decision I have made for the business so far has been pivoting from a B2C business to a B2B business. Secondly, I had a tech startup with a large monthly burn rate—by pivoting, I was able to eliminate most of the overhead.

How do you find new customers? What do you do to make sure they become return customers?

With Scope.LA, I am targeting mostly small- to medium-sized e-commerce businesses. The best places for me to get in front of these types of customers is to build app integrations with Shopify, BigCommerce, and other SaaS e-commerce software platforms. Their marketplaces offer a lot of exposure to businesses and adoption. With a free option for our product and a freemium model, we are expecting to keep customers for years. To really make sure our customers return, we are focusing on delivering value that is undeniable. Our product increases engagement and conversions, so we track that data and show site owners the proof.

What’s your management style with employees?

I identify with Sir Richard Branson’s comments, “Train people well enough so they can leave, treat them well enough so they don't want to.”

What are some other companies or entrepreneurs you admire, and why?

I really admire John Paul Dejoria, a billionaire twice over with Paul Mitchell and Patron Tequila. When he started Paul Mitchell, he was selling shampoo and hair products out of his car and bathing at the local park. I love the underdog, “rags to riches” stories.

Do you have a favorite inspirational quote?

“Now faith is the substance of things hoped for, the evidence of things not seen.” —Hebrews 11:1

What new initiatives are you working on?

With Scope.LA, we built a really powerful engine for pulling social content together, and want to build out our API to let the developer community get their hands on it. I think this can really help us to tailor our product and service offering when we see how other people choose to use our software.

What advice would you give to someone hoping to start a business similar to yours?

Know that every single website in the world wants to keep traffic on their site longer, and more people to turn into paying customers. Therefore, if you can build a tool that moves the needle and increases conversion rates, you will always have customers paying you and knocking on your door.

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