How it all started - a self-reflection.

Looking back, did I have a premonition that this was to be a turning point in my life?

The answer is - NO. It was a casual catch-up session between two ex-colleagues - as usual, you toss around ideas, discuss future possibilities that never materialize. Maliha was a journalist with a strong content background, I had worked as a digital marketer for a North American start-up. Diverse backgrounds, different skill sets. Maliha's husband Safi was looking for a digital marketer for his own law firm, so it was sort of an informal interview/meet-up. He had talked to quite a few digital marketers before me and realized there was a huge gap in terms of what digital marketing means in Pakistan and how it is envisioned internationally. This gap served as the starting point of the SquarePeg. What was missing, what can we bring on board, how can the gap be filled, this laid the foundation of our marketing strategy, which took around a year to be solidified.

What were the initial challenges that I faced?

Imposter Syndrome to begin with - Do I have what it takes to be an entrepreneur? What if I fail? How much investment in terms of time and money is required? In a country full of digital marketing agencies, where do we fit in? Will people be able to recognize the value proposition we offer?

The second struggle was pricing! Maliha and I both were coming off international jobs - she from Channel 9, Australia, me from Canada. Of course, people would realize the pricing we were charging was well worth every penny. But then we realized our personal portfolio didn't count. People were hesitant to work with a new agency, with no portfolio as a company. We were our very first clients so to speak. The lead generation strategy I had set up for the SquarePeg was working like a charm. Why would it not? I knew my job but convincing clients was another ball game altogether. We were getting leads from all over Pakistan and also internationally. We met with them twice, thrice, submitted proposals that were ten pages long with visuals and stats and graphs. People were convinced of our expertise yet hesitant. It took at least six excruciating months of sending out proposal after proposal to actually onboard a client. But boy, did we learn a lot! I understood that spouting terms like CAC and LTV means nothing to most Pakistani clients. So I learned to sound more human as opposed to a geek while pitching. I learned how to speak client-speak.

Ah and how can we forget COVID. We officially registered the SquarePeg on 13th March, 2020 - yep - COVID and us were unleashed unto this world almost simultaneously. Businesses all around the world were getting affected. They were thinking of cutting costs, instead of spending on more marketing. Things remained luke warm for around three months or so as the world adjusted to the pandemic. But then wham, there was an uptick in inquiries, ranging from pharmacies and mask manufacturers to real-estate agents to e-commerce. People started realizing that the new normal was all digital. The greater reach and lower costs that digital marketing entailed were unmatchable by traditional marketing

Last but not the least, creating the perfect contracts. We suffered immense losses initially because our verbiage was unclear and we had to deliver more than what we intended due to loopholes in our contracts. Yes - you need to be crystal clear in what you are promising otherwise yes - you would have to deliver extra work because your language was unclear - because you want to fulfill your commitment.

Lessons for the aspiring entrepreneur!

I have worked endless hours, cried a zillion tears, turned at least half my hair white, but if you wish to be an entrepreneur you need to have dedication and passion, and a firm belief in your work. With a little bit of patience, loads of persistence and truck loads of faith, you too will get there!