94 is a start-up journey blog series that captures Jamie’s first weeks at Amplify during the summer of 2018. The summer of 2018 was the soft launch of Amplify Advisors & the blog captures the weekly journaling of a co-founder. 94 has been released one year later as a reflection of how far Amplify has come in one short year.


Week Four

There is a sweet irony in building a small business while assisting other small business owners at the same time.


So much that I’ve learned over the last four weeks would be key to any start-up regardless of their industry.


Many times I’ve asked myself why there isn’t someone assisting with this type of work? Why must we re-invent the wheel? On that, with minimal research, I’ve concluded:

  • there likely is but I don’t have the $$$ to pay them so no point finding them
  • it certainly would be a business plan to solve a common problem but the target, as a true start-up, wouldn’t have $$$ to pay
  • a book or similar documentation is the most likely to be successful given its affordability – I’ve read 4HWW and it was helpful, the e-book I bought from a FB ad turned out worth the $5 and the webinar I did (also from a FB ad) really helped clarify things too. Scale Up and Good to Great are on the list next.

The learning curve has been so great I ask myself how I could have not known these things only a few weeks ago? And how can people in larger entities who have never been in this situation emphasize or understand an entrepreneur?


Maybe I’m a weak consultant? I felt the same about accountants (or MBAs) who consult with industry having never left public practice or Big C consulting. How do those Advisors, who have never been in finance or accounting emphasize or understand a CFO or Controller or Finance Leader? Some seem to be able to, but I’d never feel credible had I not walked in the shoes.


Here’s a ‘laundry list’ of things that take up brain space that were not actively on my radar only a few weeks ago:

  • inbound marketing
  • SEO (search engine optimization)
  • CTA (call to action)
  • CTR (click through rate)
  • OCR (optimal character recognition)
  • QuickBooks Online
  • Xero
  • all the related apps and the echo system of bookkeeping in general
  • Microsoft – ERPs and all their apps that most businesses have but I didn’t know about and certainly didn’t leverage
  • Chart of Accounts without #s (still can’t fathom why)
  • Apps, apps and more apps: from CRM, ATS, time trackers, contract signing
  • and so much more…

Starting up is harder than you expect and the learning curve is steep…. but that also adds to the excitement and fun!