“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.
From Corporate Accounting to Starting Fresh
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.
A Much-Needed Reset – and an Eye-Opening Discovery
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.
A Fresh Website, Sharpened Messaging, and a Clear Path Forward
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.
Support, Accountability, and One Powerful Mindset Shift
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.”
What’s Next: Scaling With Confidence
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.”
His Advice for Others? Stay Focused.
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.”
Ready to refocus your business like Rafael did?
And start growing your own business – one focused step at a time.
