I’m an entrepreneur currently running a digital marketing agency focused on the niche of training companies and vocational schools.
I have a wide range of hands-on skills in management, operations, web development, and digital marketing. I gathered these skills over many years while building a small software training business, “AcademyX.” In 2020 I sold the assets of the company.
As CEO, I was ultimately responsible for the growth and future direction of the company. At its peak, AcademyX had $3.9M in annual sales and a staff of 10 full-time and 30+ part-time employees. My duties included:
- Negotiating contracts for leases, master service agreements, and eventually APAs
- Building partnerships
- Finding marketing channels
- Launching new products and services
One of my most important roles was building our team and their job functions. This involved:
- hiring over 100 employees during my time at the company
- defining job duties for each role
- setting up workflows for job roles
- conducting branch and all-staff meetings
- defining compensation plans and territorial rules for salespeople
- defining profit-sharing plans for branch managers
- conducting employee reviews
In a company where we did not have an office manager, and were sometimes missing an accountant, I handled a myriad of operational tasks.
- business filings: federal, state, and for the 5 California cities and counties in which we operated
- regulatory compliance: filings for the agency that regulates our industry, the BPPE
- accounting: payroll, financial audits, setup of accrual accounts, month-end and annual closings
I originally set up the company’s website and coded its various features, including a custom shopping cart. Gradually adding features as needed, I became familiar with web development and systems administration. This website (stephenfraga.com) is hosted on a LAMP virtual private server image I manage at Vultr.
- Perl and RegEx
- Chrome Dev Tools
- Apache, NGINX and IIS
- MySQL and SQL Server
- Postfix, Sendmail, BIND and WU-FTP
- Amazon Web Services and CentOS Web Panel
- Cloudflare DNS, Zaraz, and Page Rules
- Hubspot, SugarCRM
My company derived a large part of its revenue through successful SEO strategies I implemented early on. I set up Google Ads, LinkedIn and Facebook Ads. Beyond word of mouth and repeat business, I brought in steady revenue streams via:
- SEO, which brought in up to 40% of our revenue
- Google/Bing Paid Ads, with about $5k/month in spend. I recently renewed my certifications for Google Search Ads and Google Analytics.
- Constant Contact promotional email blasts to our 40k subscribers