SE Solutions’ John Rothenberger: Tips on Small Business Partnering

You’ve heard the standard profile of an entrepreneur: Someone with a large capacity for risk. That description fits John Rothenberger to a “T.”  By the age of 36, Rothenberger had already started one company (Aspire Technology Group), then kicked off his second venture, SE Solutions, a business focused on delivering IT and business services to the defense industry. Today, the company’s clients include Homeland Security, the National Security Agency, and the Army, as well as partnershps with BAE, Lockheed Martin, SAIC and Unisys. Here Rothenberger shares a few keys to his company’s growth — it was recently listed in Washington Technology Fast 50 as number 28 — and steps other small businesses can take to grow as well.

What was the catalyst for your starting SE Solutions?

John Rothenberger: Two things, one being the moving events of Sept. 11 and the fact that not many people want to hire an entrepreneur.

Interesting. Where were you on Sept. 11?

John Rothenberger: I was in a building in Arlington and I could see the smoke coming out of the Pentagon.

What were some challenges you faced getting SE Solutions started?

John Rothenberger: The typical challenges for a fresh start-up company — new customers, new business, the ability to attract talented people and cash.

How did you overcome those challenges? What were some key steps?

John Rothenberger: The first challenge is getting new business.  So we had to find our first customer that had high needs for something that we were willing to offer.  Our model was to finance our business with our customers.  I invested only $40,000 into the business and started with our first new customer. We were able to attract some very early talent because this was my second time as an entrepreneur.

How many people did you bring on board that first year?

John Rothenberger: About 11 people. Today we have 62.

What other strides have you made in your business since its start?

John Rothenberger: We were just listed in Washington Technology Fast 50 as number 28.  We will finish this year with over $11 million in revenue.  One of the major things we have done is to reduce our dependency on just one customer.  So there is no one customer that we have today that is more than 20 percent of our business. Our clients include Homeland Security, the National Security Agency and the Army. We also have partnerships with BAE, Lockheed Martin, SAIC and Unisys.

What percentage of your business do you partner up and what percentage do you go directly to the client?

John Rothenberger: Today we are in partnerships about 70 percent of our business. The goal is to be 50/50.

Any tips for companies wanting to partner up?

John Rothenberger: The first tip is you have to understand deeply what that partner needs. Partnerships can and do produce results when you have something they need badly.  The second piece of advice would be to do your research on what that customer or partner needs.

What are some key steps to effective research?

John Rothenberger: Look at the programs they are involved in.  Ask questions about their performance.  Ask questions about where they’re performing well and where they are not performing well and go to them with services and solutions in the areas they are not performing as well.

Who is a good contact person in general?

John Rothenberger: Whoever is in charge of the decision making around the program.  That could be a managing partner, it could be a program manager or it could be a vice president.  Somebody with decision making capabilities that you could get an answer from.

Any other tips come to mind tip?

John Rothenberger: I think you have to understand that your partner is the prime contractor and you are the sub-contractor — that you are on a team and you share a responsibility and a role but your objective is to make your partner successful.

What are some steps you can take to show that team spirit?

John Rothenberger: The first thing not to do is don’t wear your company logo on your forehead or on your hat the first day of work.  A lot of partners like you as a team member to be transparent.  I think having frank and candid discussions about your philosophy on partnership always gives the partner a level of confidence and trust in your ability to be a good partner.  They want to know that you are on the team and that you are willing to do what it takes to help make them successful.  The most successful partnerships are when both sides understand how to make the other successful.

Also flexibility is important. As a good partner you have to be willing to be flexible and adaptable with the services and solutions that you offer your partner in conjunction with servicing the government client properly.  Flexibility goes a long way with small businesses.

How can small businesses show flexibility?

John Rothenberger: I think, for example, if a partner asks you to consider bringing a new service or new solution to the table,  a small business has to consider being flexible enough to go out and get that service even if they don’t have it and bring it to the table to add value.

What is the secret to your own personal success?  How have you managed to succeed in a fiercely competitive market?

John Rothenberger: My personal secrets I guess are that I’m competitive in nature and I’m a team player in nature and our ability to understand the high demands and high needs of our target customers.  I’m a person who puts a lot of stock in looking in the mirror and not fibbing to myself about things.  I think we are very realistic about what our opportunities are and our abilities are.  I think it is about chasing opportunities in a growing marketplace.

One final question.  In the beginning you mentioned Sept. 11 being a transformative experience for you. We are in a different place as a country than we were on Sept. 11. How does that event continue to shape you and your business choices?

John Rothenberger: That’s a good question.  I like that question. From 2003 to 2008 we’ve channeled our national pride and national interest in serving the government into trying to make government agencies more effective. It’s not necessarily about rushing in and contributing to the nation’s security as much any more — although that is a priority of ours — it’s also about being committed to helping make federal government agencies more effective.

Interview with John Rothenberger was conducted by JD Kathuria

Read more interviews here: http://blog.executivebiz.com/category/interviews/

Posted by Staff Writer on Tuesday, February 17th, 2009. Filed under Executive Spotlight. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry