Ari Krzyzek, CEO and Head of Strategy of Chykalophia, Evanston IL
Meet Ari Krzyzek, CEO and Head of Strategy at Chykalophia (see-ka-lo-fia), a woman minority-owned web agency helping femtech direct-to-consumer (DTC) & women-led brands transform their website to unlock business opportunities. This month, we connected with Ari, a recent 2023 Source Grant Awardee, to chat about her business journey and the importance of marketing for small businesses. Read ahead to learn more about Ari and her advice for small business owners looking to level up their marketing strategies!
How did you become involved in femtech and marketing, and why are you passionate about it?
Ari: My journey into femtech and marketing began with a realization of the unique challenges and opportunities in women's health and wellness sectors. As the CEO and Head of Strategy at Chykalophia, my involvement deepened through projects that aimed to elevate women-led brands, especially in the B2B tech space and then into the FemTech space. The intersection of technology and female health resonated with me, highlighting the profound impact that thoughtful marketing and tech innovation can have on improving women's lives. My passion stems from my personal needs and challenges in the women's health space, as well as the potential to drive change and empower women through these industries. By leveraging technology and strategic marketing, we can address underserved health issues, break taboos, and foster a community of support and innovation.
If a small business owner came to you seeking marketing advice, with no prior marketing experience, where would you recommend they start? How would you best get them acquainted with marketing and tech strategies?
Ari: For someone new to marketing and tech, I would recommend starting with the fundamentals. Understanding the basics of marketing principles–such as the 4 Ps (Product/Service, Price, Place, Promotion)–and getting familiar with digital platforms and tools can provide a solid foundation. I would also advise them to:
- Network: Joining communities and groups related to marketing and tech on platforms like LinkedIn or local meetups can offer invaluable insights and connections.
- Practice: The best way to learn is by doing. They could start with personal projects or volunteer for nonprofits to get hands-on experience.
- Stay Curious: Marketing and tech are ever-evolving fields. Keeping up with industry news and trends will help them stay relevant.
How would your approach change if you were working with a business owner who is further along in their marketing journey, but is looking for more success in their strategies?
Ari: For someone more experienced but struggling to see success, I would focus on a more analytical and tailored approach. This would involve:
- Audit and Analysis: Begin with a comprehensive audit of your current marketing strategies, tools, and campaigns. This step is crucial for identifying both the strengths and weaknesses of your existing approach. Look at what elements are performing well and which ones are falling short of expectations. This analysis should cover everything from content and design to the channels used for distribution.
- Conduct User Research: Integral to refining your target audience understanding is conducting detailed user research. This goes beyond basic demographics and seeks to uncover deeper insights into your audience's behaviors, preferences, and pain points. Utilizing surveys, user testing, and analytics can reveal why certain aspects of your marketing may not be resonating as expected. This research can inform how to adjust your strategies to better meet your audience's needs.
- Refine Target Audience: With the insights gained from user research, ensure your marketing efforts are precisely tailored to your audience. This may involve segmenting your audience further or revising your value proposition to better align with their expectations and needs.
- Innovate and Experiment: The digital marketing landscape is constantly evolving, necessitating a willingness to innovate and experiment. Test new strategies, platforms, and technologies that have the potential to more effectively engage your audience. This could mean exploring emerging social media channels, adopting new content formats, or leveraging cutting-edge tech like AI for personalized marketing.
- Measure and Optimize: Establish and monitor key performance indicators (KPIs) and metrics to evaluate the effectiveness of your marketing activities. Use this data to make informed decisions, continually optimizing your approach for better results. This cycle of measurement and optimization is critical for turning insights into actionable strategies that drive success.
By focusing on these areas, experienced marketers can diagnose issues in their current strategies, uncover new opportunities for engagement, and ultimately, find the right mix of tactics and channels that lead to measurable success.
Is there anything you know now that you wish you knew when you started your business journey? Marketing or otherwise.
Ari: Looking back, one key insight I wish I had grasped earlier is the importance of building a strong network and community from the start. The value of having a supportive network of peers, mentors, and industry connections cannot be overstated. These relationships provide not just opportunities for growth and collaboration but also essential support and guidance through the challenges of entrepreneurship. On top of that, understanding the power of data-driven decision-making in marketing and business operations would have accelerated my success. Leveraging analytics for strategic planning and optimization is crucial for informed decision-making and achieving sustainable growth. Remember, just like what Peter Drucke said: “What gets measured gets done.”
Have you worked with any of The Source’s Business Support Organization partners? If so, could you share with us your experience?
Ari: Yes! I'm continuously working with the Women’s Business Development Center (WBDC) and the Small Business Development Center (SBDC) to receive business support and consultation around my business needs/challenges. Additionally, I'm also able to contribute to helping other business owners and entrepreneurs through these partners by facilitating a workshop on branding, UX, and web marketing topics, as well as advising them on their business, branding, and/or marketing challenges as a consultant.
Is there anything additional you would like to share?
Ari: Drawing from the combined 25+ years of experience in the web space that my CTO and I share, we've identified a common set of challenges that most small business owners and entrepreneurs face with their website channels. It became clear to us that despite the critical role of digital presence in today's business landscape, many struggle to leverage their websites effectively to drive growth and engagement. This realization led us to author “Made to Sell: Creating Websites that Convert," a guide aimed at demystifying the strategic underpinnings of successful branding, user experience (UX), and web design for entrepreneurs.
“Made to Sell" is more than just a book; it's a distillation of our extensive experience and the successful strategies we've implemented for a wide range of brands in the digital arena. Designed to be accessible for entrepreneurs at any stage of their journey, the book provides actionable insights, real-world examples, and practical tips that can be applied immediately to achieve measurable results. Our objective is to empower readers with the knowledge and tools necessary to make informed decisions about their digital strategies, ensuring their businesses not only stand out in crowded markets but also deeply connect with their target audiences.
By focusing on the core principles of branding, UX, and web design, “Made to Sell" offers a strategic blueprint for entrepreneurs looking to build a website that effectively communicates their brand's value proposition and engages customers at every touchpoint. It's an indispensable resource for anyone aiming to elevate their business in the digital age and secure sustainable growth online.
