Meet Anitra Deen | Networking Strategist and Fractional COO
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We had the good fortune of connecting with Anitra Deen and we’ve shared our conversation below.
Hi Anitra, is there something that you feel is most responsible for your success?
The most important factor behind the success of my brand is having a personal and professional network.
My business cannot operate in a vacuum where I am the sole operator of my vision. It’s imperative to have a personal and professional support system to achieve my goals.
One of the pitfalls I’ve seen many new entrepreneurs fall into when starting their businesses is they rely too heavily on their personal networks to support their business growth. They forget the role of their personal network is not to have a built-in customer base but to have a team of cheerleaders. Entrepreneurship is exciting, hard, and humbling. When the road gets rocky, we need our personal network to buoy and remind us that we are more than our mission statements and the revenue we bring in. We are human beings who need compassion and kindness and our personal networks can give us that when overcoming obstacles in our businesses.
Additionally, the importance of a professional network cannot be understated. Strategic partners can provide opportunities to gain more visibility in front of new clients and customers. They can also provide the needed outside perspective and insight to help us think outside the box and challenge our mindsets to think more strategically. Making the time to network and catch up with my partners has helped me serve my clients better and has pushed me towards achieving my plans and ambitions.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
How it started…
In 2020, I was working in the nonprofit sector conducting the day-to-day operations management of a grantmaking foundation, and in the evening, I was running the back end of my husband’s self-publishing business. I was catching up one day with a colleague, and after hearing about the work I was doing, she asked me if I could help her with the operations of her business. I began working with my colleague as a client before and after work for several months, and in May 2021 I went full-time in my consulting business.
How it’s going…
In May 2024, I celebrated my third year in business. I serve my clients as a Networking Strategist and Fractional COO. Many of my clients use networking as one of their primary marketing channels to grow their business. Yet, they bump into two common challenges. The first are business owners who understand that networking is important to grow but their networking is not translating to the results that they want. The second are business owners who are doing great with networking but are ready to find ways to expand or scale the results of their networking. We found that most in the networking space are sharing strategies on how to locate networking opportunities and teaching them how to get an introduction call. I focus on equipping business owners with a strategic network to reduce their networking activities so they have a model to scale or expand their business. Most of my clients are women, service-based solopreneurs and small business owners.
Lessons Learned…
Shift from Employee to CEO
When I started my professional career, I worked in higher education and was accustomed to the seasonal schedule and the expectations of what would happen in those seasons. When I was in the philanthropy sector, the cadence of grant cycles was familiar and consistent. In my first year in business, I realized I had to figure out what were the seasons of my business and when and how long were my sales cycles. The rhythms and cycles that were once dictated to me I now had to establish based on the needs of my clients. I had to shift from an employee mindset where I’m told what the expectations are to being the CEO where I’m the leader and guide of my vision. Once I understood this, it allowed me to be a more effective decision-maker.
The Key is in the Follow-up
Networking is one of my primary strategies for my business growth. The key piece to my success in building relationships with my partners is follow-up and ensuring I have a workflow to stay top of mind and to catch up on what my partners is doing. Having my executive assistant support me and using various automation tools has been essential to making sure I’m not missing opportunities and I’m moving my relationships forward.
The Necessity for Visioning and Planning
Some days in running the business, it feels like all I’m doing is putting out fires and my decisions are being reactive to whatever is thrown at my plate. It’s during those times, I have to take a step back and lean into my vision and plans. I have to remind myself that there will always be something that needs to be done and I can’t do everything, and I have learned that if I’m not proactive in planning I will start making decisions for my business that will take me off track. When I see that the business is starting to lean in the southwest direction, I have to make changes to make sure the business is pointing north. I make time at least once a month and every quarter to view my annual plan so I can recalibrate my goals to ensure I’m headed in the right direction.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If one of my best friends is visiting me, I would take them on a food tour of some of my favorite places. I love the diversity of cuisines in Atlanta and here’s where I would go:
For Breakfast: Alon’s Bakery – Lennox
For Brunch: Desta Ethiopian – Briarcliff
For Lunch: Pepitazo – Duluth or Bleu House – Norcross
For Drinks and Appetizers: Barcelona Wine Bar – Westside Ironworks
For Dinner and Dessert: Opa Gyros and Kabobs – Duluth
Who else deserves some credit and recognition?
My shoutout goes to my husband, Nathan. His encouragement supports me in chasing my dreams of entrepreneurship. He’s seen my struggles, bad days, triumphant days, and days when I want to throw in the towel. He’s my sounding board and mirror. He pushes me to see the bigger picture and incites me to pursue my passion with zeal and purpose.
Website: https://www.anitradeen.com
Instagram: https://www.instagram.com/anitradeenconsulting
Linkedin: https://www.linkedin.com/in/anitra-deen
Image Credits
Nathaly Tabares Photography