Business By The Bay

April Mora shared her remarkable journey, from launching a financial literacy mission in 2007 to help individuals and business owners understand money, to shifting toward health and wellness after witnessing aging family members struggle with chronic wounds and limited continuity of care. She explained how Wound Menders MD addresses a growing but underserved problem; millions of seniors nationwide suffer from chronic wounds, yet many lack access to consistent, high-quality wound care, often relying on urgent care visits or untrained family members. April described how their mobile wound care clinic brings specialized care directly to patients’ homes, assisted living centers, and communities, offering services from traditional wound care to advanced stem-cell patches that are Medicare-reimbursed and can speed healing by up to 62%. She highlighted major challenges such as lack of awareness, limited mobility among seniors, and the burden placed on families, especially when wounds worsen due to delayed treatment. April also explained the importance of partnering with home care agencies, home health companies, and assisted living centers to provide proactive care that prevents wounds from progressing to more serious stages. She discussed insurance coverage, how Medicare Parts A and B impact wound care options, and the growing need to serve not only seniors but also diabetics, surgical patients, and veterans. As we concluded, April offered her biggest business lesson: success requires a strong team. Instead of trying to fix your weaknesses, she advises doubling down on your strengths and surrounding yourself with people whose strengths complement your own. Her mission, and that of  Wound Menders MD, is clear, to educate, empower, and deliver accessible, high-quality wound care that truly improves lives. 

Despite a successful career in tech and healthcare, it was Brian's own family’s difficult experiences with inconsistent caregiving that ultimately redirected him toward home care. This personal connection fuels his mission today: to raise the standards of reliability, caregiver training, and compassion for families who need support the most.Brian explained that families typically reach out when they are overwhelmed or burned out, especially when caring for a loved one with dementia. While some people start with private caregivers, he shared how that route often leads to challenges such as last-minute cancellations, lack of backup support, and no liability protections. Agencies like ComForCare, by contrast, offer fully vetted caregivers, strong training programs, and the peace of mind that comes from backup coverage, workers’ compensation insurance, and ongoing oversight.Brian also highlighted ComForCare’s standout differentiators. Their nationally recognized DementiaWise program, endorsed by the Alzheimer’s Association, equips caregivers to support clients through all stages of dementia with confidence and empathy. He also discussed the advantage of being part of more than 260 ComForCare offices across the U.S. and Canada, which allows his team to tap into shared best practices and nationwide expertise provided by the corporate. Additionally, his East Bay office is fully vendorized with the VA, a status no longer available to new agencies, enabling them to guide veterans through the benefits process and provide specialized support.On the business side, Brian shared two pieces of advice for entrepreneurs: pursue work you are passionate about, and surround yourself with a strong team you trust. Home care, like many service-driven businesses, demands long hours and emotional investment, and passion is what sustains you through the tough days. He also emphasized the importance of listening to clients first and offering guidance based solely on their needs, not on selling a service.You can reach ComForCare East Bay at 510-538-2273 or visit comforcare.com/alameda to learn more.

Melissa shares her 25+ years in recruiting and business development. She describes how ZRG Partners (a global talent advisory with a deep interim/fractional bench) steps in when stakes are high, say IPO prep, leadership turnover, audits/compliance, transaction readiness, and rapid scale. She touched upon uncertainty in the market, the cost of a wrong hire, and why speed, precision and culture fit matter. Typical process is to listen, assess, tailor a mix of interim, fractional, embedded recruiting, or exec search and deploy vetted consultants (often within a day). Tech/AI help, but relationships, trust, and ongoing partnership do the real heavy lifting. Melissa’s advice to leaders is to invest in relationships and stay flexible.

Fractional COO Guy Beretta, explains how small businesses can stop firefighting and scale with structure.The COO guy shares a practical playbook; start with your P&L, clarify the owner’s vision, run dual SWOTs (owner and business), and set a weekly 90-minute execution rhythm. We cover picking the right fractional leader, common franchise/real-estate ops pitfalls, and why fundamentals beat AI hype. Walk away with steps to streamline operations, grow revenue, and build toward a succession or exit.

Breanna shares her inspiring journey from receptionist to founder of a multi-state HR consulting firm. She discusses the most common HR challenges small businesses face; compliance gaps, employee-relations issues, and why clear expectations and professional guidance are essential. Breanna explains how her personalized, people-first approach combines technology with genuine human connection. She also offers practical advice for business owners: seek mentorship, set expectations early, and focus on long-term relationships. Her firm helps businesses nationwide build compliant, sustainable, and employee-centered workplaces.

Eric is a former videographer who turned his creative eye toward marketing and went on to found Solid House Marketing. Today, he works as a fractional CMO for small businesses, helping them scale by building the foundations that make marketing truly work - optimized websites, CRM and lead capture systems, data tracking, SEO, aligned channel strategies, and a clear sales process. His approach blends AI automations with authentic storytelling, ensuring both efficiency and a human touch. Many of his clients are referral-driven companies eager to grow but lacking the systems to consistently capture and convert high-quality leads. What sets Eric apart is his holistic, consultative style. He ensures email, ads, and messaging all reinforce the same story, while also organizing founders’ scattered ideas into actionable roadmaps that he personally implements. His advice is simple but powerful - if you’re aiming big, don’t shy away from investing heavily in what works to build long-term enterprise value. If you’re just starting out, get a coach, say yes to opportunities to learn, then niche down and start saying no to scale.

Aashi Arora specializes in helping practices and health organizations turn difficult dynamics into aligned, high-performing teams. Most business problems are people problems. If you don’t define your culture and values, they get defined for you, creating conflict, misaligned expectations, and stalled decisions. Some of the key takeaways are:Culture first, not last: Clarify mission, vision, and a few lived values before problems arise.Recruit for fit, not just skill: Screen for soft skills and emotional intelligence against your stated values.Name the right problem: Surface issues (billing, EMR burden, payer mix) often mask root causes (misalignment, unclear expectations, unsafe communication).Strengths-based change: Focus on what’s working, using positive psychology to reach outcomes faster.Structure matters: Build measurable Individual/Team Development Plans.Leaders must thrive to lead: Invest in well-being across financial, career, physical, community, social; poor emotional regulation from burnout cascades to teams.Even top performers need help: Like elite athletes, great leaders surround themselves with complementary support and asking for help is a strength.

Nathan Jines is a 5th-generation real estate professional with family roots back to the 1870s (great-great-grandfather sold Texas land for $2/acre). He attributes his success to relentlessly focusing on clients’ real needs, demonstrating genuine care, and bringing deep expertise, rather than chasing shortcuts. He emphasizes that empathy and competence are essential when guiding clients through one of the most significant financial transactions of their lives.To ensure positive outcomes, Nathan leverages a full bench of professionals; estate planners, family-law attorneys, CPAs, wealth advisors, and more—so that every detail is handled with precision.He also shared practical tips for choosing the right realtor:Interview multiple agents to compare experience and style.Look for a broker’s license and top-tier performance (e.g., top ~1–1.5% nationally).Confirm a dedicated team, not just a large brokerage headcount.Seek a fiduciary mindset, with the ability to identify and fill blind spots (estate plan reviews, tax implications, property tax considerations, etc.).Avoid focusing only on the lowest commission, since saving a few thousand may cost you $100k+ in lost value.

Small businesses often fail because owners dive into their ventures with a product or service they love, but without a solid business plan. While they may try marketing through channels like social media or online ads, their messaging often falls flat, failing to clearly communicate the value they offer. The key to success lies in creating a strong, market-dominating position that sets you apart and makes it clear why clients should choose you over competitors. Without this, many entrepreneurs fall into the trap of lowering prices to attract customers, which leads to frustration and burnout.The solution is simple: if you are struggling, accept that you need help and talk to someone who can help. One can hire a coach with experience who understands the intricacies of building a market-dominating position. This expert can help you identify what makes your business unique and guide you in taking small, consistent steps toward improvement. Business growth doesn’t happen through giant leaps; it's an evolution, not a revolution. Before diving into strategies like upselling or drip marketing, you must first establish a strong foundation with clear messaging that aligns with your market-dominating position.To find the right coach, seek referrals from others who have used coaches successfully. Pay close attention to their track record and ensure they have a deep understanding of the full business approach, not just individual tactics. Harm believes in continuous learning, emphasizing that expertise in your field is vital for long-term success. With the right coach and a focused strategy, you can build a strong foundation for sustainable growth and profitability.

Many people invest to secure their future and ensure a comfortable retirement. Denis emphasizes the importance of working with a certified financial planner—someone you trust, connect with, and feel confident will prioritize your best interests. With just over 100,000 certified financial planners in the U.S., finding the right professional can make all the difference. Financial planning involves numerous variables, such as determining the right amount of liquid assets, considering health and life expectancy, and preparing for a secure retirement. Denis advises keeping it simple: hire an expert to guide you toward success.

Selling a business is not the same as running one, especially for first-time small business sellers. The challenges? Plenty. Small businesses often come with risks that can make buyers cautious. Common concerns include: Heavy reliance on the owner without an empowered second layer of management Revenue concentrated in a few clients High employee turnover Additionally, sellers may have higher valuation expectations, but is the deal easy to finance? This is where the expertise of a seasoned business broker becomes invaluable. A good broker brings: A buyer’s perspective to evaluate the business objectively The ability to close the deal, which is more important than finding the highest offer The experience to educate, communicate, and simplify complex transactions It takes years of relevant experience and closing numerous deals to become a trustworthy broker who can ensure a smooth sale—even for businesses with unique challenges.

Andrea believes that storytelling enables businesses to forge deeper connections with their markets. Rather than just explaining what products or services do, she emphasizes the need to elevate the brand’s message. She advises engaging with communication professionals who have industry experience, understand market sentiment, and maintain relationships with media contacts—key to getting the right stories placed. Andrea highlights the importance of a cohesive message, warning that inconsistent stories can confuse audiences. Drawing on her journalism background, she understands how to position stories in ways that capture media interest. Andrea assists clients by developing PR strategies, crafting compelling narratives, executing outreach, and securing media coverage.  She also recommends regularly evaluating your messaging to ensure it resonates and considering adjustments as necessary. Building a brand, she notes, is a long-term endeavor, where nurturing relationships is crucial to sustained success.

Many business leaders, particularly millennials, feel they aren’t receiving the development they need in today’s organizations. A significant leadership gap exists because many companies rely on generic online training or allocate a budget for personal development without proper guidance. Additionally, these organizations often lack a feedback loop and fail to establish a clear vision or foster a culture where teams can thrive. Monique emphasizes that building trust and ensuring psychological safety are essential for cultivating strong leadership and creating successful companies.

AI can significantly enhance employee productivity by enabling them to work faster and more efficiently. Despite some concerns about AI replacing human jobs, many employees have reported positive experiences with AI in the workplace. For instance, Steve notes that when his company conducts surveys, the overwhelming majority of employees, even those initially skeptical, express that AI has made them more effective, engaged, and productive. Notably, AI is user-friendly for employees of varying technical abilities. Unlike learning a complex programming language, employees only need to learn how to communicate with AI, which they can do in everyday language. However, accuracy is crucial, and one may think of AI as an intern—valuable for streamlining tasks, but still requiring oversight for critical work. Unlike a human intern who may tire of repetitive tasks, AI continuously improves with use. As AI adoption accelerates, organizations must embrace it to stay competitive. Failing to do so could leave them lagging behind their more forward-thinking competitors.

Arnav and Vallabh, two high school students, have been dedicated to community service from a young age. Through their experiences, they discovered that helping others brings out the best in you. Motivated by this realization, they founded the non-profit organization "Open Arms Refugee" to address the harsh realities refugees face daily. The journey was challenging, as reaching out to refugees proved difficult. Many are hesitant to meet strangers, struggle with English, and lack access to technology. Instead of simply providing short-term aid like food and supplies, Arnav and Vallabh focused on empowering refugees with education and resources for long-term impact. To better understand and assist refugees who have endured trauma, both earned certifications in emergency services and trauma care. They also partnered with other organizations to amplify their impact and raise awareness. During our conversation, Arnav and Vallabh shared valuable lessons they've learned along the way: understand your audience, offer meaningful support, build partnerships within the community, step out of your comfort zone, and experience the joy of serving others.

Organizations strive to position themselves as trusted partners, aiming to attract and engage their ideal clients. Leveraging the power of storytelling through captivating videos is an effective way to stand out from the competition and showcase core values. Creating high-quality videos is very beneficial; however a well-planned marketing strategy is also crucial to maximize their impact and achieve the best results. Stephanie emphasizes the importance of a solid process in producing compelling videos that feel natural and authentic. She dedicates significant time to preparation before filming to ensure every video aligns with this vision.

Caleb has worked with many businesses and he says that time is a challenge for business owners as they have too many things to look at. Having the right team to support the management makes it easier. In the initial phase, founders cannot afford an in-house HR person because there is not enough work. At the same time, when you are hiring your first employee or converting contractors to employees or moving beyond the initial core team, it is important to have HR support. Getting outsourced HR help is usually a good solution. For example, hundreds of employees at OneDigital are helping their clients with a variety of tasks like talent acquisition, onboarding, offboarding, being part of leadership meetings to make sure HR is in sync, management coaching, HR platform support, compliance, benchmarking of compensation & benefits, etc. Caleb believes that in order to be successful, it is better to keep messages simple and have conversations keeping in mind what is in it for the other party.

Vladmir built a 'get the job done and client first' culture from the time he started his outsourced IT company. He mentioned that many small business owners think that 'we are not at risk and one of us can handle our IT environment because we are good enough in using the technology or even have a friend who can help us'. Vladmir says that the important question a business should ask is that what would happen if their data is lost or compromised. If the answer is that it will be a big disaster and they are not confident in securing it internally, it is critical to hire an outsourced IT company.

Aman believes that there is a CRM available for every business owner. A professional integration consultant can help pick the right one because he or she will have experience of working with multiple CRM solutions. He thinks two common reasons CRM implementations fail are lack of standard operating process and top management not using the system themselves. He also sees that many struggling business owners are self employed and micro-manage most of the tasks. So they don't own businesses in a true sense. He suggests that to be successful and scale, it is better to macro manage.

Maile Collmer, president of northern California chapter of the National Speakers Association (NSA) was an introvert growing up and today she is an in-demand speaker and helping people become master networkers and generate a lot of referrals. She encourages people to hang around those who can inspire us to become better. NSA provides great environment for people to become better speakers. NSA hosts various events, podcasts and has an academy to provide excellent support to people who want to maximize their speaking potential. One may contact Maile at https://contracosta.asentiv.com/our-team/