How Rebranding Project Refines Small Business Model - Hattie elliot

Erik: How are you improving as a matchmaker? Hattie: Initially, I started the business with my friends and friends of friends, so there wasn't that much pressure. We weren't charging membership fees, but obviously, as we've, you know, gotten press and as the business has grown, so many people come in, I mean I'm go on like 30 first dates a day with strangers, you know, who end up joining The Grace List, so I don't have kind of the background rapport with them, but when people sign up now, they're like oh it's, you know, it's strictly like a singles-events company, so I've had to be like a little bit more cognizant of that when it comes to matchmaking because it was, to me, I started it because I felt like the whole matchmaking model was pretty antiquated because, you know, when you're single you walk into a room. If you're an attractive, dynamic, successful New Yorker, I would love to meet Mr. Right, but I would also love to meet, like make great business contacts and make great friendships, like I've got -- I'm a dynamic person. I appreciate all of those things. And that's kind of how I started the business. And, you know, as we were growing, there were people who joined who were like I'm not enjoying this because I'm 35 and I'm only interested in Jewish men, you know, who are in their late 30s, and there is only two out of thirty men at this event who fit that mold. If you're looking for that, that's fine, but this isn't the right place. I think I've been able to kind of stand up for myself and own what I do a little bit more, and what I do is not strictly matchmaking, I would say I'm more of a connector, for singles, but a connector, you know. And I've just kind of come to terms with that's what I do, and the moment I did that, like the weight of the world was off my shoulders. Erik: And when did that happen? Hattie: I would say it happened about seven months ago. After the lawsuit and all that jazz. You know, I reevaluated the business, and one of those things was what worked and what didn't work, and what did we really have to offer because really, as hard as all that was, it gave me a chance to step back. I always think there's an opportunity to improve things and really kind of do just what I do with my clients, and just what I did when I did business development, distill what was special and what we really have to offer and work at capturing that, and we captured that in the new name, and also in terms of just owning what it is we really do. Are we a matchmaking service? No, you know. Are we like a meet market? No. What we do is we throw great events. We, you know, throw into the mix really accomplished, interesting, wonderful, fun movers and shakers in New York, and we just create this perfect recipe for people to really connect on all levels. That's what we do.