In this engaging episode of It’s The Bottom Line That Matters, co hosts Jennifer Glass and Patricia Reszetylo are joined by co-host Daniel McCraine for a deep dive into the unconventional world of guerrilla marketing. Together, they demystify what guerrilla marketing is—and isn’t—and discuss how it differs from traditional marketing methods. Discover creative, cost-effective strategies ranging from bold PR stunts and pop-up shop experiences to leveraging major events through ambush marketing and “newsjacking.”

You’ll get real-world examples, tips for creating viral buzz both online and offline, and a thoughtful conversation about the opportunities (and pitfalls) of these surprise-and-delight tactics. The hosts explore interactive digital campaigns, user-generated content ideas, and even share stories of local and global marketing maneuvers. Plus, Jennifer, Daniel, and Patricia highlight important cautions—like the risks of humor misfiring or running afoul of trademarked events.

Whether you’re a business owner wanting to boost brand visibility on a shoestring budget or a marketer curious about fresh ways to generate attention, this episode is packed with actionable insights and lively discussion.

Tune in and rethink your approach to making your business unforgettable—without breaking the bank!

Jennifer Glass (Lead Host)

Jennifer Glass is the driving force behind It's The Bottom Line that Matters. Known for her keen focus on practical business success, Jennifer brings clarity to complicated topics, making them accessible for entrepreneurs at any stage. In this episode, she guides the conversation on guerilla marketing, peppering the discussion with real-world examples and insightful questions. Jennifer’s curiosity and knack for breaking down concepts help demystify modern marketing challenges, ensuring her audience leaves each episode with tangible strategies.

Daniel McCraine (Co-Host)

Daniel McCraine joins the episode as a thoughtful guest and valued contributor. His experience shows in how he defines guerilla marketing—emphasizing low-cost, high-impact strategies that drive attention and public relations. Daniel’s practical mindset keeps the conversation grounded, and he’s quick to offer caution around humor in marketing, reminding listeners to be mindful of tone and audience. His analytical approach brings a realistic perspective to the creativity of guerilla tactics.

Patricia Reszetylo (Co-Host)

Patricia Reszetylo rounds out the team as a co-host who brings her creativity and depth to the table. Patricia is passionate about unconventional marketing and loves sharing examples, from local flash mobs to interactive billboards. She encourages experiments with user-generated content and interactive experiences, always with an eye on how they foster strong community connections. Patricia’s background enables her to point out both the magic and challenges in digital marketing, and she’s especially adept at highlighting where excitement meets execution. Her advice to be careful with humor and technology balances Jennifer’s vision and Daniel’s caution, making her an integral part of the show’s dynamic.

Keywords: guerrilla marketing, traditional marketing, low cost marketing, no cost marketing, marketing campaigns, PR (public relations), pop up shop, experiential marketing, NFL Super Bowl, ambush marketing, event sponsorship, newsjacking, viral marketing, word of mouth, user generated content, digital marketing, social media, flash mobs, interactive billboard, brand awareness, humor in marketing, negative impacts of marketing, marketing technology, community engagement, demographic targeting, cultural sensitivity, campaign goals, inside jokes, local events marketing, customer experience

In this episode of "It's the Bottom Line That Matters," hosts Jennifer Glass, Daniel McCraine and Patricia Reszetylo for a deep dive into the world of online communities and group building. The conversation covers everything from the initial purpose and strategy behind launching a group on platforms like Facebook and LinkedIn, to the practicalities of growing, managing, and—most intriguingly—monetizing that community. Daniel shares his recent experience of acquiring a sizable online group, while Patricia and Jennifer offer actionable insights on using group entry questions, leveraging lead magnets, and organizing communications to engage members effectively.

Listeners will walk away with valuable lessons on treating groups as extensions of their business or marketing efforts, including tips on collecting valuable member data, maintaining a strong brand presence, and using groups for challenges or special events. The discussion emphasizes that while building a thriving community takes time and intention, with the right strategies—and some patience—groups can become both highly engaged and financially rewarding. Whether you’re just starting a small niche group or managing a massive online community, this episode is packed with inspiration and practical ideas to help you make your group a success.

Keywords: social media groups, Facebook groups, LinkedIn groups, online communities, group monetization, growing online groups, business coach, buying a group, group membership, audience building, community engagement, group moderation, standout membership, email list collection, browser plugins for groups, lead magnets, downloadable checklists, business challenges, group engagement strategies, group management tools, group marketing, identifying group audience, group mission statement, newsletter content, authority in online groups, building group value, group cover image, pop-up groups, challenge groups, content posting strategies

Here are 3 key takeaways you can apply today:
Define Purpose & Audience First
Before launching a group, clarify who you want to attract and what problems you’ll help them solve. Treat your group like a business: your values, messaging, and even visuals should reflect your mission from day one.
Drive True Engagement Before Monetizing
Monetization options are plentiful (premium memberships, exclusive content, pop-up challenge groups, lead magnets, and more), but engagement and value must come first. Tools like intake questions and lead magnets can help segment your audience and build true connection.
Think Beyond the Platform & Future-Proof Your Community
Collecting emails (with permission!) enables you to maintain access to your audience—even if platform policies change. Plus, regular content, challenges, and direct outreach make your group feel like a real community (or even your own newsletter).
Building a group takes time. Start with a single member—yourself—and grow from there. Be patient, intentional, and always focused on delivering value.
Curious for more insights? Check out the full episode of “It’s the Bottom Line That Matters”!
#CommunityBuilding #BusinessGrowth #OnlineGroups #Leadership #PodcastTakeaways

In this insightful episode of "It's The Bottom Line That Matters," co-hosts Jennifer Glass, Patricia Reszetylo, and Daniel McCraine take a deep dive into the complex decisions facing small business owners when it comes to commercial real estate. Should you buy, rent, lease, or co-own your business property? Is it better to leverage your capital to own, or does leasing offer more flexibility for your growth and exit strategy?

With real-world examples and candid perspectives, the team explores the pros and cons of each option—covering everything from joint ventures and equity to cash flow, tax advantages, and the critical importance of having the right advisors. They share stories from the restaurant and development world, offer practical advice on how property decisions can impact your business valuation, and provide actionable insights you won’t want to miss.

Whether you’re eyeing your first location or considering an exit five years from now, this episode will help you ask the right questions and make an informed decision that boosts your bottom line.

Tune in for:

• Definitions and real-life scenarios for buying, leasing, renting, and co-owning
• How real estate ownership (or lack thereof) impacts business valuation and exit planning
• Creative deal structures that might just work for your business goals
• The surprising ways big brands leverage real estate for long-term success
• The crucial role of tax strategy and working with professionals

If you’ve ever wondered how to structure your business’s physical footprint for maximum benefit, this episode is your essential guide!

Jennifer Glass

Jennifer is the thoughtful host of “It’s The Bottom Line That Matters,” guiding conversations to help small business owners make savvy decisions. She brings practical, real-world insight to her episodes, often using clear examples—like investing in restaurant equipment or considering different forms of real estate ownership. Jennifer creates a welcoming, educational atmosphere, always reminding listeners to consult their own advisors and think critically about which options suit their unique business needs.

Patricia Reszetylo

Patricia brings hands-on experience and a strategic mind to the conversation. Over the last two years, she’s delved deep into the world of commercial real estate—researching, negotiating, and exploring various pathways to property ownership for business ventures like restaurants and resorts. Patricia speaks from experience about the complexities of buying, leasing, or co-owning properties, emphasizing the importance of defining clear business goals. Her stories make the sometimes daunting world of real estate more relatable and less intimidating to listeners.

Daniel

Daniel is an insightful co-host and a specialist when it comes to business exit strategies and the intersection with real estate. He helps break down the technical aspects—explaining how business value can be separated from property value, and sharing real-world examples from well-known franchises and companies. Daniel’s expertise goes beyond the numbers: he encourages entrepreneurs to consider how real estate choices might affect their cash flow, core business, and long-term plans. He’s always ready with a memorable story or analogy to make complex ideas easily digestible.

Keywords: commercial real estate, small business real estate, leasing property, purchasing property, co-owning property, joint venture real estate, real estate investment, exit planning, business valuation, equipment investment, commercial leasing, property ownership, real estate development, restaurant property, business premises, long-term lease, business acquisition, building equity, real estate law, business brokering, real estate tax advantages, capital investment, industrial property, flipping property, business cash flow, property management, business sale, real estate expenses, tax planning, commercial property financing, CPA real estate advice

In this episode of "It's the Bottom Line That Matters," host Jennifer Glass is joined by Daniel McCraine and Patricia Reszetylo to break down the world of fractional CXOs—those key executive roles filled on a part-time or contract basis. They dive into what the "CXO" title covers, how fractional officers differ from full-time hires, and explore the value and flexibility that fractional leadership can bring to growing businesses. The discussion covers practical scenarios, such as engaging a fractional Chief Financial Officer or Chief Operating Officer, pricing models, and how business needs dictate the right engagement structure.

The trio also debates the difference between consultants, outsourced work, and true fractional officers, highlighting when each makes sense and the benefits of ongoing, embedded strategic support versus one-off projects. Rounding out the episode, they offer candid advice on how business owners can assess their needs, look to industry benchmarks, and avoid common pitfalls when selecting the right fractional leader. If you’re considering adding executive horsepower to your business without the full-time price tag, this episode is packed with insights to guide your decision-making.

Key Takeaways:
Cost-Effective Expertise: Fractional CXOs allow access to high-level leadership (like CFOs, COOs, CMOs, etc.) without the commitment and cost of a full-time executive. You pay for the expertise you need, only when you need it.
Strategic Impact Over Execution: Unlike consultants (who tackle specific projects) or outsourced firms (who execute tasks), a fractional officer becomes part of your leadership team, steering strategy, overseeing divisions, and driving outcomes.
Timing & Fit are Critical: If your business needs hands-on, strategic guidance or is at a scale where leadership bandwidth is stretched, a fractional CXO might be the answer. But always vet candidates carefully—ensure they’re capable of delivering the value and results your business requires.
Curious to learn more or considering if now is the time to bring a fractional officer on board? Tune in or reach out to continue the conversation.
#businessgrowth #leadership #fractionalCXO #strategy #podcastKEYWORDS: fractional CXO, chief marketing officer, chief operations officer, chief revenue officer, chief technology officer, chief financial officer, small business, business success, hiring, salary, fractional officer, outsourcing, consulting, consultant, business coach, business operations, packages, part-time executive, cost savings, business growth, strategic advice, financial advice, accountant, bookkeeping, capital raising, fundraising, pitch deck, business expansion, managerial roles, trust in advisors, business networks

On this episode of It’s the Bottom Line that Matters, hosts Jennifer Glass, Patricia Reszetylo and Daniel McCraine demystify the often-confused world of strategic partnerships, joint ventures, and referral programs. If you’re a business owner wondering what sets these different collaborative relationships apart — or how they might benefit your business — this episode is for you.

The conversation dives into the practical differences between referrals, JVs (joint ventures), and strategic partnerships, using real-world examples like the podcast itself. Daniel sheds light on how informal and formal partnerships function, while Patricia explains the nuances that determine which type of partnership makes sense in various scenarios. From creating new legal entities to simply working together and sharing leads, the team covers the spectrum of collaboration.

Whether you’re just starting out with networking or exploring more formal business arrangements, this episode will help you clarify your options and take actionable steps towards building partnerships that matter. Tune in for valuable insights, a few laughs, and encouragement to get out there and “go get some business!”

Bios

Jennifer Glass is the welcoming and insightful host of “It’s the Bottom Line that Matters” podcast. With a clear vision for fostering business success, she guides each episode’s conversations with thoughtfulness and clarity, especially when untangling concepts that often confuse business owners—like strategic partnerships, joint ventures, and referral relationships. Jennifer’s strength lies in breaking down complex topics and ensuring her co-hosts and guests shine, all while keeping listeners fully engaged and informed.

Patricia Reszetylo brings a practical, collaborative spirit to the podcast. As co-host, she weaves together her understanding of business relationships and the realities of how people and companies work together. Even when technical hiccups arise, Patricia is quick to contribute, offering clear explanations and relatable examples that help demystify the differences between formal and informal partnerships. Her straightforward, no-nonsense approach makes her an invaluable part of the conversation.

Daniel McCraine rounds out the trio as a thoughtful, business-minded co-host. Sometimes recording from the road, Daniel’s flexibility and commitment to the show are evident. He brings real-world perspectives to the table, drawing from his own network and experiences in building mutually beneficial business relationships. Daniel is especially skilled at articulating the essence of strategic partnerships and joint ventures, stressing the importance of working collaboratively and not getting bogged down in technicalities when there’s an opportunity to create something great together.

Together, Jennifer, Patricia, and Daniel create an approachable, knowledgeable team passionate about helping others build stronger business connections.

Keywords - strategic partnerships, referrals, joint ventures, referral program, business owners, inbound leads, partnership differences, legal entities, relationships, cross referring, new markets, contracts, collaboration, independent contractors, company agreements, informal relationships, business benefits, podcast collaboration, JV for all group, event promotion, market access, new technology, joint company, faculty staff, business opportunities, formal partnerships, informal agreements, lead generation, marketing campaigns, business networking

In this episode of "It's the Bottom Line That Matters," hosts Jennifer Glass, Daniel McCraine, and Patricia Reszetylo dive into real-life wipeouts in exit and succession planning for business owners. The conversation uncovers cautionary tales—from family businesses that falter due to lack of planning, to well-intentioned owners who discover too late that "fair" isn't always "equitable" when it comes to passing the torch. Daniel shares stories highlighting the pitfalls of neglecting conversations with key stakeholders, while Patricia brings personal experience to emphasize the chaos that can erupt when clear communication is missing.

Together, the trio unpacks the essential steps every business owner should take to safeguard their legacy and protect their teams, clients, and families. They stress the importance of talking openly with family members, identifying all critical stakeholders—including lawyers, accountants, and even insurance agents—and making contingency plans for unexpected events. Listeners walk away with practical advice on how to avoid unintended consequences and ensure a smooth transition, no matter what the future holds.

Keywords: exit planning, business succession, family business, succession planning, business transition, business owner, business stakeholders, business exit, estate planning, passing on a business, generational business, dividing business assets, business legacy, unintended consequences, business partnerships, business mistakes, business continuity, stakeholder communication, business inheritance, selling a business, employee ownership, business planning, business transition planning, family disputes, business structure, financial advisor, insurance agent, legal planning, tax planning, business management, business equity

Key takeaways: Fair isn’t always equitable: Splitting a business evenly between heirs might feel “fair,” but it often leads to conflict and business instability if deeper conversations about roles and desires aren’t had.
Don’t skip the tough conversations: Involving ALL relevant stakeholders—family, key team members, advisors, and even in-laws—can surface issues before they become disasters. Ask tough questions early on.

Plan for the unexpected: Sudden events happen. Make sure successors can access what’s needed: payroll, customer info, bank accounts, and key-person insurance. Prepare as if you won't always be there.

If you’re thinking of the next step for your business, tune in to avoid these common wipeouts—and set your team (and family) up for success. 🚀
#successionplanning #exitstrategy #familybusiness #leadership #thebottomlinethatmatters

In this episode of It's The Bottom Line that Matters, hosts Jennifer Glass and Patricia Reszetylo are joined by Daniel McCraine to continue their deep dive into exit planning for business owners. Picking up from last week's discussion, the trio explores the advanced strategies and practical tactics for preparing your business for a successful exit—whether that's through a sale, acquisition, or going public.

They break down the four primary ways owners typically exit their businesses and zoom in on the nuances of making your business an attractive, saleable asset. Daniel clarifies the sometimes-confusing world of private equity, highlighting the key differences between private equity firms, venture capitalists, and other types of investors. The team also unpacks creative growth strategies, such as mergers, acquisitions, and roll-ups, which can rapidly scale your business and catch the attention of investors.

Jennifer adds practical tips around financing growth (from purchase order funding to partnering with well-connected investors), and Patricia emphasizes the importance of having expert advisors guiding the process. Whether your business is prepping for its next chapter or you’re simply curious about what it takes to create a valuable business exit, this episode provides actionable insights, crucial context, and just the right amount of reality check.

Tune in for real-world examples and expert advice designed to help you maximize your bottom line—because at the end of the day, it’s the bottom line that matters.

Bios

Jennifer Glass (Lead Host)

Jennifer is at the helm of "It's the Bottom Line that Matters," guiding audiences through the intricate world of business strategy and success. With a knack for breaking down complex concepts, she leads thought-provoking discussions on critical topics like exit planning, business growth, and investment strategies. Jennifer speaks from experience—offering practical tips, personal stories about business innovation, and a clear passion for helping others thrive. Her approach is hands-on and supportive, whether she's coaching clients or facilitating expert conversations on the podcast.

Daniel McCraine (Co-Host)

Daniel co-hosts with Jennifer and Patricia and he brings his expertise in exit planning and advanced business growth tactics. He walks listeners through the various ways to exit a business, shares insider knowledge on mergers, acquisitions, and private equity, and even draws on his own consulting experience—helping business owners grow by filling in gaps through equity partnerships. Daniel’s insights are practical, strategic, and always focused on maximizing business value for owners ready to take the next step.

Patricia Reszetylo (Co-Host)

Patricia co-hosts with Daniel and Jennifer, providing grounded, pragmatic contributions that often emphasize the importance of having trusted advisors in your entrepreneurial journey. While Patricia sometimes keeps her remarks concise, she’s quick to pinpoint crucial steps—like seeking guidance for advanced strategies. Her perspective blends seamlessly into the conversation, adding both reassurance and a reminder that even advanced tactics need the support of an expert.

Together, Jennifer, Daniel, and Patricia form a dynamic team, each bringing unique expertise and perspectives to enrich listeners’ understanding of business growth and exit strategies.

Keywords - exit planning, business exit strategies, selling a business, business valuation, private equity, venture capital, IPO, initial public offering, business succession, mergers and acquisitions, business growth strategies, purchase order financing, cashing out, business investors, equity partners, business planning, acquiring competitors, adding service offerings, business advisors, roll up strategy, SBA loan, business innovation, Shark Tank, Dragons Den, business consultants, strategic partnerships, business buyout, stock exchange, business funding options, business scalability

In this episode of "It's the Bottom Line That Matters," hosts Jennifer Glass, Daniel McCraine and Patricia Reszetylo explore the crucial topic of business exit strategies. The conversation dives into the four primary ways entrepreneurs might exit their businesses: selling or being acquired (including IPOs), having to shut down due to lack of success, unexpected passing, and permanent disability. Daniel shares his expertise on the importance of planning for both optimistic and challenging scenarios, emphasizing the need for owners to think about succession, legal structure, and appropriate insurance from the very beginning—not just when an exit seems imminent.

Patricia highlights real-world examples of the chaos that can ensue without proper planning, and the trio discusses how good business planning is also good exit planning. They touch on key differences in preparing for an IPO versus a private sale, the potential tax implications of various legal structures, and why consulting qualified advisors is essential. The episode wraps up with clear advice: have a detailed plan in place early on, and consider your eventual exit as an integral part of your overall business strategy to ensure you’re ready for both expected and unexpected outcomes.

KEYWORDS: exit planning, business exit strategies, selling a business, business acquisition, business succession, IPO, going public, business closure, business shutdown, business transfer, legal structure, business insurance, life insurance, disability insurance, business continuity, business transfer planning, business growth planning, asset management, family business, probate, tax implications, M&A (mergers and acquisitions), business value, investor relations, business structure, business planning, business risk management, business owner disability, business owner death, business handoff