From Vision to Victory
Entrepreneurial visionary Suzanne Sinatra collaborated with Keziah Robinson from Cassia Partners to revolutionize the women's medical device market.
When I shared my idea for Private Packs, patented ergonomic therapy packs that provide relief to intimate body parts, Keziah Robinson didn't hesitate, didn't flinch. She was all in and ready to leap with me as my business strategist and coach.
In the six years we have been working together to launch Private Packs, Keziah has never wavered in wanting Private Packs to succeed as much as I do. Throughout our coaching relationship, she has met me where I am as a woman and at the stage of my company. Yet, she always maintains her role as a guide; whether she needs to be in front, alongside me, or behind me, she steps into those roles seamlessly, bringing the exact support I need at precisely the right time.
Founding a start-up business for a first-of-its-kind product is not a path for the faint of heart, and Keziah knew our best first step was to chart the mental map for my vision to become a reality.
Keziah and I have known each other for years, both personally and professionally, so she can quickly identify the root cause that shakes my confidence. She addresses matters head-on but without shaming or dismissiveness. Instead, she guides with deep compassion balanced with her wealth of business knowledge. Throughout the Private Packs journey, from idea to product design to our current stage, investor funding, Keziah has held out the map for me to determine what lane I want to travel in, at what speed, and what passengers I need to pick up along the way.
For instance, when it came time to model financial projections for the company, I kept finding ways to procrastinate. Keziah knew the root of my reluctance and lack of confidence (i.e., my divorce) and helped me address my fears head-on. Gently holding out the roadmap as a good co-pilot does, Keziah helped me see that hiring a finance person to handle the task was the route I needed to take instead of trying to do it myself.
What distinguishes Keziah from other business coaches is her deep understanding of business from all sides: marketing, finance, operations, manufacturing - you name it, Keziah either has the experience or can tap into the resources to bring you the data to work with to make informed decisions.
Whereas my instinct was to market Private Packs as a medical device, she pointed out existing solutions in the health and beauty space and their shortcomings. As a result, positioning Private Packs as a consumer product good with therapeutic benefits would open up my market, whereas focusing on it as a medical device limited my audience and reach.
Her exceptional mind for the financial side of business rounded out the psychological piece of her coaching. She's equipped with data, evidence, and practical experience and offers her wealth of academic and practical knowledge in an educational way. Yet her experience does not cloud her coaching role. Mindful of her potential influence, she doesn't dictate based on what she knows. Instead, she presents the options and ultimately leaves the decision to me.
A true shapeshifter, Keziah has helped me bring the idea of Private Packs from concept to reality. Yet our work is not done. We are currently developing the VC presentation deck, and once Private Packs launches and grows, I fully intend to work with her to grow my team and grow my business. I see her as my Tim Cook, my right-hand person, to consult and lean into throughout the Private Packs journey.
My shortlist of business coaches contains one name only: Keziah Robinson. A real business champion, Keziah has enabled me to tap into my highest potential as an entrepreneur. If you want to elevate your brand, your team, your productivity, or your company's morale, Keziah is the business coach you've been looking for.