In this episode of INcorporate, Susan and Jordan are joined by digital marketing expert Cassie Conroy and immigration attorney Julie Kruger. Together, they dive into what’s working in digital marketing right now, how to create authentic content, and how small business owners can cut through the noise to reach the right audience.

Topics Discussed:

• How to identify the right platform for your audience

• Using SEO and content strategy to build long-term visibility

• Trial-and-error in social media: what to expect and how to improve

• Creating a content calendar around client pain points and hot topics

• Leveraging AI tools like ChatGPT to enhance, not replace, your voice

• Why authenticity trumps perfection in digital marketing

• Repurposing content efficiently for maximum impact

Whether you're ready to start posting or just figuring out where your customers are, this episode is packed with actionable insights to help your business stand out online. Check out CazMethod and Kruger Immigration Law Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios

In this episode of INcorporate, Susan and Jordan are joined by Michael Krupski and Cassie Nguyen, Clinical Assistant Professors at the University at Buffalo School of Management, to explore the innovative Projects Clinic. Designed to bridge the gap between academia and small business, the Projects Clinic pairs student teams with real companies to tackle real challenges—from data and operations to marketing and strategy.

You’ll hear how this program empowers students with hands-on experience while delivering tangible results to businesses, often at no cost. The discussion busts myths about academia being out of touch, highlighting how deeply embedded UB faculty and students are in Western New York’s entrepreneurial community.

Topics Discussed:

• What the Projects Clinic is and how it works

• Types of businesses and projects that participate

• How student teams are selected and matched with companies

• Real-world success stories from local businesses

• The role of experiential learning for students and business owners

• Insights into UB’s broader efforts to support entrepreneurs

• How even solopreneurs can benefit from university partnerships

• The value of fresh perspectives and multidisciplinary student teams

Whether you’re overwhelmed by your to-do list or looking to level up your operations, this episode will show you how to turn student talent into real-world impact. Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios

In this episode of INcorporate, Susan and Jordan dive into the often-overlooked world of financial and estate planning with guests Dan Cavaretta of Cornerstone Capital Wealth Management and Dan Schuller, an estate planning attorney from PB Elder Law. Together, they break down what business owners need to know to protect their wealth, legacy, and family.

Topics Discussed:

• Why financial and estate planning go hand-in-hand for business owners

• The importance of updated wills, powers of attorney, and healthcare proxies

• How beneficiary designations can override your will (and create unintended consequences)

• Common mistakes business owners make with business accounts, personal assets, and documentation

• Protecting business assets through proper titling and legal agreements

• Key financial planning strategies to ensure a smooth business transition or sale

• How often to review and update your documents (spoiler: at least every 3–5 years)

Whether you're scaling up, winding down, or just getting started, don't wait until it's too late. Get organized, consult the right professionals, and protect what you’ve built. Subscribe to INcorporate and start securing your future today! Learn more about Cornerstone Capital Wealth Management Learn more about PB Elder Law Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios

Topics Discussed:

• Personal journeys of being mentored and becoming mentors

• The role of CEL in facilitating impactful mentorship

• How to handle challenging mentor-mentee dynamics

• The value of vulnerability and accountability in business growth

• Tips for finding and becoming the right mentor

• How mentorship can reignite passion and expand networks

Whether you're seeking guidance or ready to give back, this episode offers practical insight and inspiration. Tune in to discover how mentorship can elevate your business journey! Learn more about Southtown AV Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios

In this episode Susan and Jordan are joined by attorneys Lisa Coppola and Matthew Pelkey for an insightful discussion on the legal pitfalls and protections every entrepreneur should understand. From hiring your first employee to forming business partnerships, legal missteps can be costly. With real-life examples and practical advice, Lisa and Matthew break down the complex legal landscape for small business owners in a way that’s easy to understand and act on.

Topics discussed include:

• Common legal issues faced by early-stage businesses

• Employee classification: W-2 vs. 1099 and why it matters

• Risks of hiring, firing, and remote work complications

• The importance of documentation and employment contracts

• What to include in contracts and partnership agreements

• The role of insurance in legal risk mitigation

• Succession planning and business continuity

• How to build and leverage your professional advisory team

Don’t wait for a lawsuit to think legally. Tune in now and get the tools to protect your business from day one! The discussion in this podcast should not be considered legal advice. The Coppola Firm Colligan Law

Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios

In this episode of INcorporate: A Podcast for Business Owners, Susan and Jordan sit down with supply chain expert John Hogg of Straightforward Consulting to unpack the power of supply chain strategy for small businesses. Whether you're a manufacturer, distributor, or service-based business, this conversation reveals how efficient systems can boost profitability, reduce risk, and create long-term growth.

Topics discussed include:

• What a supply chain really is—and why service businesses have one too

• How and when small businesses should formalize their supply chain

• Red flags that indicate your current systems are failing

• How to reduce inventory without sacrificing service levels

• Freight strategies: Competing with bigger players through smart partnerships

• Tools and technology that help move beyond sticky notes and spreadsheets

• Why supplier scorecards and risk mitigation are essential

• The impact of tariffs

• How supply chain optimization can fund itself and drive growth

Learn how to build a resilient supply chain that scales with you. Listen now and share with fellow entrepreneurs! Learn more about Straightforward Consulting. Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios.

In this episode of INcorporate, Susan and Jordan sit down with two mission-driven entrepreneurs who are proving that business can be both profitable and purposeful. Del Reid, co-founder of Bills Mafia and founder of 26 Shirts, and Curtis Knight, founder of Cater Tots, share how they built financially sustainable businesses that give back to their communities in powerful ways.

Through personal stories and practical advice, Del and Curtis reveal how their core values shaped their business models—and how staying focused on their missions fuels both impact and income.

Topics discussed in this episode:

• The origin stories behind 26 Shirts and Cater Tots

• How to build a mission-driven business without sacrificing sustainability

• Balancing heart and margins in day-to-day operations

• Mistakes learned the hard way (and how they rebounded)

• Hiring people aligned with your mission and building a values-based culture

• How to measure success beyond just revenue

• Avoiding burnout and staying passionate over the long haul

• The role CEL (UB's Center for Entrepreneurial Leadership) played in their growth

• Advice for founders who want to make a difference while making a living

Tune in now and learn how to build a business that does good while doing well. Learn more about 26 Shirts and Cater Tots. Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios.

In this episode of INcorporate, Susan Steffan and Jordan Lema talk with Alan Pawlowski, valuation expert and principal at Pace Management Group, to explore the real drivers behind business value. Whether you're a startup founder or a seasoned business owner, understanding what your company is worth—and how to grow that value—is critical to your long-term success.

Alan breaks down the key factors that impact valuation, from financial performance to leadership structure. You’ll also hear practical advice on preparing for sale, succession, or future investment—no matter where you are in your business journey.

Topics discussed include:

• Why valuation matters—even if you’re not planning to sell soon

• The top factors that influence your company’s value

• How owner dependency lowers business valuation

• Ways to increase value by improving operations and leadership

• Common misconceptions about business valuation

• Preparing for a future sale or succession

• Tools and professional resources that support valuation planning

Whether you're looking to exit in the next 10 years or just want to future-proof your business, this episode will give you the tools to make smarter, more strategic decisions.

Tune in to gain clarity, confidence, and control over what your business is truly worth! Learn more about Pace Management

Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios.