Continuing on with our series highlighting our accelerator alumni, we spoke with CEO, Amber Hayes, and CTO, Mars McClain, of Memphis-based startup, SecondKeys. Amber has a background in electrical engineering and computer science. Three years ago, after previously working as the lead developer with two startups, Amber decided to start SecondKeys. Mars brings a background of data analytics, computer science, and intelligence operations to his role as CTO.
Together, Amber and Mars help SecondKeys provide a cloud-based property management tool that implements machine learning to help predict maintenance plans and capital allocation. SecondKeys is simultaneously a woman-owned, minority-owned, and veteran-owned startup. SecondKeys came in 3rd place for Startup of the Year in 2019, as well as having been placed in the Top 10 Startups of Memphis for three consecutive years. They have also placed in Nashville’s 36|86 pitch competition.
What are the 5 – 10 year goals for SecondKeys?
Mars: “We want SecondKeys to be the catalyst for how we rethink real estate technology in the US. Wherever a person needs a place to live, we want the foundation of our work to be a part of it.”
How has being based in Memphis enhanced your business?
Amber: “We used to know about startup accelerators in big cities and out of state when we first started the company. However, being able to stay in the South and receive funding there has helped us gain more customers here.”
What has guidance from Start Co. has been the most impactful for your business?
Mars: “I’ve learned to value my free time and take time off work when I can. I am not good at implementing this strategy, but I’ve learned that it’s important.”
Amber: “I’ve learned that it’s important to have a community of like-minded individuals to help you get through the tough times, share wins, and share experiences.”
What recommendations do you have for entrepreneurs beginning their own journey?
Amber: “They would need to understand marketing and sales early. It’s not just contacting people and knocking down doors for selling. Marketing and Sales should be seen as one department. They work together. It’s okay to outsource marketing but your first year should be building a list of prospect clients while you make a MVP that looks good as well as works as advertised. Then get a SDR or a full cycle sales rep and you will be in a better position when speaking with investors.”
Mars: “Either be or find yourself a technical co-founder. We’ve seen so many businesses struggle because their understanding of technology was lacking. This is a huge problem. Imagine paying $100K for something when a technical person on your team could have gotten done for $7K.”
What tips do you have for finding capable talent?
Amber: “For marketing talent, the person needs to understand SEO, your ICP, website health, and your industry. For sales talent, look for colleges that have sales majors or alternative college programs to hire SDRs. These people are hungry and will learn fast.”
Mars: “You need to understand who you’re looking for and why you’re looking for that talent. If your company is in need of a front end developer, don’t tell me you need an “IT person”. That really happened to me once and I was ready to fight.”
What advice do you have for overcoming difficulties in the startup process?
Mars: “It’s true when they say it’s never about what you know, but who you know. Your community is key to overcoming problems and achieving success.”
Amber: “It’s very important to note that being honest and kind to others will also get you further than being rude and trying to hide secrets.”
What are your favorite food recommendations in Memphis?
Mars: “There is nothing better than Memphis BBQ. They literally hold the world’s largest BBQ competition here each May on the river. Like who puts vinegar in their sauces, really??”
Amber: “Memphis Soul is good if you want some good Southern meals. Maciel’s Tacos is also good for tacos.”
To learn more about SecondKeys, check out these links: