“We realized we were attracting the wrong clients. The cohort helped us get clarity, fix our focus, and relaunch the right way.”
Rafael Carrasco didn’t expect to completely rethink his business model when he joined the GeekPack x Verizon Digital Ready Cohort.
But the experience helped him and his wife hit the reset button – and relaunch their bookkeeping firm with a sharper strategy, clearer niche, and new digital skills.
After over 30 years in corporate accounting and marketing, Rafael was ready for a new chapter. He joined his wife – an independent accountant with 12 years of experience – to build a business together.
The goal? Transform her bookkeeping practice into a growth advisory firm that could help small businesses streamline operations and gain real-time visibility into their finances.
But despite decades of experience, building a business from the ground up proved more complicated than expected.
“Our website was still a work in progress,” Rafael said. “And we had no social media presence at all.”
They knew something had to change. That’s when they found the Digital Ready Cohort.
Rafael and his wife entered the program expecting to improve their online presence. What they didn’t anticipate was the deep internal clarity it would bring.
“We discovered that our initial customer persona was wrong,” Rafael explained. “And our approach to potential customers was out of focus. We were getting leads - but not the right ones.”
This insight changed everything.
They decided to scrap their previous strategy and relaunch their digital presence from scratch - armed with a stronger foundation based on everything they had learned.
“For me, that clarity was our biggest return,” Rafael said.
During the cohort, Rafael followed the content path closely and worked to rebuild their website from the ground up.
“I deleted everything and started over,” he said. “Now we’re almost done - and doing it the right way.”
Though he brought some prior digital marketing knowledge from his corporate years, Rafael says the program was especially valuable for his wife, who was new to the world of online business and digital strategy.
“Now she knows what I’m talking about when we discuss email marketing or automations,” he joked.
Together, they’ve defined a new customer profile and clarified their services - moving toward positioning themselves as full-fledged growth advisors.
Rafael credits the community and structure of the cohort for helping him and his wife stay on track.
“The accountability and motivation gave us a constant push to keep going,” he said.
He found the support especially valuable: “Glenna’s advice was fantastic. And the group was so active - we shared tips, gave feedback, even just cheered each other on. That sense of community was invaluable.”
Perhaps the most important lesson Rafael took away?
“That I can’t do everything by myself. Even if I know how to, I have to accept that doing things before they’re perfect is still moving forward.”
With their rebrand nearly complete and their messaging more focused, Rafael and his wife are confident about what’s ahead.
“Starting from zero gave us the chance to learn fast - about what works and what doesn’t. We’re stepping into the business with more confidence now,” he said. “And I’m sure we’ll scale quickly.”
Reflecting on the difference between corporate work and entrepreneurship, Rafael added, “It’s a totally different game when it’s your own time and money. You have to be wise. But now it looks good. It feels exciting.”
Rafael’s number one tip for aspiring business owners or learners: “Avoid shiny objects. Ask yourself - will this skill have an immediate impact on my business? If not, shift your priorities.”
And start growing your own business – one focused step at a time.
Q: Can you briefly introduce yourself and your business?
A: Sure! My wife and I run a small bookkeeping and consulting firm. We’re currently transitioning into a full-time growth advisory business. Our focus is helping small businesses grow and scale through customer automations that reduce errors, speed up admin, and provide real-time visibility into finances and operations—something many small businesses overlook.
Q: How long have you been in business?
A: The business itself is brand new. I joined my wife’s bookkeeping practice one year ago. She’s been an independent accountant for 12 years, and I spent over 30 years in the corporate world in accounting, marketing, and other roles. A year ago, I decided to step out of that world and build something of our own together.
Q: Are you currently working with a team?
A: Just the two of us for now. But we do have a great network of professionals in different areas we can call on when needed.
Q: Why did you join the GeekPack x Verizon cohort? What problem were you hoping to solve?
A: We needed to establish a solid digital presence. Our website was still under construction and we had no social media at all. We joined the cohort to update our knowledge and come away with at least an action plan to get our digital presence up and running.
Q: Did you have prior experience in digital marketing or website building?
A: Yes, but not for our own business. In my last job, I managed all marketing, including digital, for a large real estate project. I had to learn about websites, social media, email marketing, and copywriting, but more from a managerial perspective.
Q: Have you seen any results from applying what you learned in the cohort?
A: Not in terms of revenue just yet, but we had a big realization: our initial customer persona was wrong. We were attracting the wrong leads. Thanks to the cohort, we’re now redefining our customer focus and rebuilding everything from scratch with a clearer strategy. That clarity has been the biggest win.
Q: How has the program affected your confidence with digital tools and strategy?
A: Definitely more confident. It was a great refresher for me, and for my wife—who was new to digital marketing—it was a huge learning experience. Now she understands the terminology and tools, and we’re on the same page.
Q: What challenges did you face during the cohort?
A: Time management. There’s a lot of material, and it’s easy to get overwhelmed trying to do everything. Once we set our priorities and found a rhythm, things became more manageable.
Q: Did you follow one of the cohort project paths?
A: Yes, we followed the content track. I was also working on our website—since we were halfway done already—but once we decided to relaunch, I deleted the old one and started from scratch. It’s almost ready now.
Q: What skills or topics do you want to continue learning?
A: Automation and applied AI. I’m currently studying that. There are so many tools coming out every day, and if used correctly, they can have a huge impact on your business.
Q: Did you feel supported by the GeekPack team and community?
A: Absolutely. Glenna’s advice was really helpful—she gave us great tips and insights. Her authenticity as a business owner made a big difference. And the group was amazing. We got feedback, answers, even encouragement from other members. That community support was invaluable.
Q: Did being in the cohort help you progress through the Digital Ready courses?
A: Yes, without a doubt. The accountability and motivation gave us a constant push to keep going.
Q: What was the most impactful takeaway from your experience in the cohort?
A: Realizing that I can’t do everything myself—even if I know how. And understanding that doing something imperfectly is still progress. That was a big mindset shift for me.
Q: What was the most valuable part of being in the cohort, in your opinion?
A: The community. The exchange of opinions, questions, and experiences reminded me that we’re all humans trying to succeed in business—and we’ve got each other’s backs.
Q: What’s your number one tip for someone looking to learn a new skill or grow their business?
A: Avoid the shiny objects. Ask yourself if the skill you want to learn is truly necessary and will make a direct, immediate impact on your business. If not—or if you’re unsure—shift your priorities.
Q: What does the future look like for your business?
A: Promising. Starting from zero gave us the opportunity to learn quickly and adapt fast. Thanks to the clarity we gained from the cohort, we’re moving forward with more confidence. I’m sure we’ll scale quickly.
Building your own business is a whole different ballgame compared to the corporate world—because now it’s your time and your money. You have to be smart. But I feel excited and optimistic.
Q: Any final thoughts or feedback?
A: Just a big thank you—to the GeekPack team and to Verizon. This program was a much-needed push for many of us. The world has changed a lot since the pandemic, and many of us are turning to entrepreneurship. Programs like this give us the knowledge and tools to keep up and succeed.
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