Spring 2018 AFRL Commercialization Academy Series: Idoolocal.com
Emily Call is the cofounder of idoolocal.com, an adventure company that works with local businesses only (no chains!) to create out-of-the-ordinary experiences. Emily is an elementary school teacher with a degree in school administration.
How has your experience as an educator helped you as a startup founder?
My teaching and training as a school administrator has been helpful while building idoolocal.com because I’m a comfortable public speaker and enjoy marketing and sales. I feel that I “sell” the importance of learning and education daily to my students. In addition, I have created a very collaborative sensibility with all my teaching team members, as well as the students’ families, which is a skill that translates well in the business realm.
Why did you create idoolocal.com?
About a year and half ago, my husband, Justin, and I began idoolocal.com because we saw a need for more experiences and adventure opportunities in our region. We had been married for nearly 20 years with four children and were looking for more creative, out-of-the-box experiences for evenings out together and with the family. We brainstormed many ideas and launched idoolocal.com’s first website and app platform in 2017.
What does idoolocal.com offer?
We offer opportunities for local business partners, primarily in the culinary and arts space, to offer unique, more personalized experiences for visitors and locals.
What is your process when creating and developing marketing strategies for your customers?
It has been a pleasure working with Michele Pesula-Kuegler, Program Director at Wasabi Ventures Academy, and the rest of the team at Wasabi Ventures to improve our marketing strategies. They have helped our team to start thinking more creatively about how to expand our customer and partner base.
In view of this, we’re expanding our Facebook marketing efforts. We also just launched a local media blitz on Lite 98.7 with radio ads and local celebrities’ content driven by their own idoolocal.com experiences.
What is your customer demographic?
Our customer demographic is primarily middle- to upper-class women in the age range of 30 to 60 years of age. So, as a 42-year-old woman I often use myself as a test case in terms of marketing and sales expansion.
How did you hear about the AFRL Commercialization Academy?
The primary school I work at in the Rome, New York public school district is just minutes from Griffiss Institute, so I heard news about opportunities for startups locally. In addition, we run idoolocal.com out of The thINCubator, a startup and business workspace in Utica, New York. We gained information and contacts about the program through that relationship as well.
What motivated you to participate in the AFRL Commercialization Academy?
As a local Oneida County-based technology startup, we’re looking to expand our grant and startup funding opportunities locally. The AFRL Commercialization Academy made sense for us to continue to organize, gain insight from Wasabi Ventures, and receive technology development support from AFRL’s engineering and internet safety/security expertise. We look forward to utilizing IP developed by the engineers at AFRL to strengthen our website and mobile app platforms.
What are you looking forward to the most at the Spring 2018 AFRL Commercialization Academy Demo Day on May 31, 2018?
As primarily a kindergarten teacher, I don’t get the opportunity very often to present to the public (or even adults for that matter). I’m very excited to get idoolocal.com’s mission and message out through this pitching competition so that even more of the Oneida County public and partner businesses can get involved in the experiences we offer. The exposure and possible funding opportunities will help us grow our tech platform and expand the business
Who would you like to collaborate with or meet at Demo Day, or in the future, that could further your company’s mission?
In addition to meeting the developers from AFRL and collaborators from Wasabi Ventures, I hope to meet a few local politicians, potential business partners, and local bankers to expose them to our fantastic platform. By doing so, we hope to expand and promote the Oneida County and Upstate New York economy in the arenas of culinary, arts, entertainment, and possibly non-profit support.
Quick Q’s
What would be your ultimate travel experience?
When it’s extremely dreary in Central New York, I would be lying if I didn’t mention the desire to travel to a warm and tropical climate ASAP (laughs). With that said, I’d love to explore new culinary and cultural experiences in the United States. I want to travel to every state in my lifetime.
What movie would best describe your trip through United States?
We have a big family with four children, so when I think about our travels and lifestyle I can’t help but relate to the movie “Cheaper by the Dozen”. Running a startup, a family of 6, elementary teacher at a Title 1 school, trying to stay healthy, and managing four adopted animals can feel like you have a family of 12 many days.
How do you manage stress?
I’ll let you know when I’ve figured that out! (laughs) But, realistically, I try to eat well and exercise as much as possible, as well as try to delegate some household chores to my older children.
As a startup founder with a full-time career and large family, it’s difficult to not get overwhelmed at times. It’s important to stay positive and not sweat the small stuff with the business, though. That’s why I’ve started celebrating the small business victories with my husband and co-founder.
Are you an adventurous person or business interested in unique, personalized experiences in your hometown? Meet the idoolocal.com team at the Spring 2018 AFRL Commercialization Academy Demo Day on Thursday, May 31, 2018. Watch them pitch to compete for the chance to win either the Judges’ Vote of $15,000 or the live Audience Vote of $5,000 at Griffiss Institute, 725 Daedalian Drive, Rome, New York!
