- Vix Reitano turned her marketing business into a full-time business in six weeks.
- It has leveraged its network to secure annual contracts and book $100,000 in revenue in the past year.
- She shares her tips for scaling the side business, finding clients, and picking opportunities.
Fix Ritano was on her career path in journalism and public relations when she decided to start a side business. At that time, she was working in a marketing agency. But the opportunity for independent consulting, combined with her company’s toxic work environment and unsustainable workload, motivated her to build a business that could stand on its own.
She started a 6B agency in her spare time, at night, and on the weekends, taking on tasks such as writing client emails, building websites, and crafting marketing strategies. After six weeks, she collected five annual contracts amounting to more than $100,000 in fees and quit her job at the company.
Officially established in August 2015, 6B Agency booked more than $400,000 in sales last year, according to documents verified by Insider. She attributed this to her proven ability to turn brand messages into consumer action.
Reitano, 34, spoke with Insider about her experience expanding a side business into a full-time business, leveraging a network, and crafting an effective leadership style.
Take advantage of your network
Prior to launching 6B Agency, Retano spent over five years working in print journalism, television production, and advertising. Each experience expanded her professional network, which she benefited from when she launched her business.
She devised a process, which she follows regularly today, to divide her contacts into three groups:
1. People who can hire you
These people should be your primary target and should receive one-on-one contact. She told them tell them what you do, and ask them if they need any of your services.
2. People who know people who can hire you
Send general information and announcements about your new project to this group via group emails or other form of one-to-one communication. Reitano said that while they may not need your services, ask them to connect you with someone in their network who does.
3. People who can promote you on social media or within their circles
This group includes any audience or followers you have, on social media or otherwise, as well as past clients and peers. It will help increase your legitimacy as an employer with certifications and general support. Plus, if you want any feedback on initiatives or projects, test it out with this community, she said.
Make room for opportunities
She said that once Reitano had a comfortable flow of clients, it was time to prioritize the jobs that would help her advance the company, both in finance and in the type of project. This means saying no to certain opportunities to make room for those who are most excited about it.
Once she quit her job, she started turning down the email assignments and individual projects that she initially used to build her business. Instead, it prioritized jobs that were part of the full service package — including production and marketing.
“I said no to some of the initial contracts I took so I could bring in contracts that I know are closer to what I want,” Ritano said.
It also said it changed its pricing to value-based pricing, which charged customers based on the size and impact of the project, rather than an hourly rate.
While it originally focused on annual contracts, it has since modified six-month contracts to give it and its clients more flexibility with the changing economic environment.
Find a leadership style that enables growth
Reitano has transplanted a
A practice that helps her grow professionally and personally. Her main focus is on advocating for other women, helping them build confidence and clarity, and encouraging them to make changes in life and work that make them more comfortable.
Ritano said building a company on these values allowed her to build an effective team and prepare for opportunities. In the coming months, it plans to continue growing the company’s portfolio with intellectual property content, software-as-a-service offerings, and production studio availability, along with marketing services.
“I want to go up to the table and put my elbows aside so everyone has some space,” she said. “It’s not just about me, and that’s really how you measure – you’re looking at other people, other pieces of the puzzle.”