Balancelogic works to partner with small businesses
Waldorf firm has been helping companies grow since 2004
Balancelogic is not your average company, or so says its founder and CEO Bill Campbell.
“One of our slogans, or mottos, is ‘We are not your average company. We are not a vendor, we are your partner,’” the energetic former Marine said of the small business services company located in Waldorf. “When we work with a small business, it’s usually for the long term. We want to create a partnership with them, we want to be a part of their business.”
The types of support services range from logo design and branding to information technology administration and website design to bookkeeping and marketing, and whatever else a small business needs help with, right down to phone systems.
“All small businesses need these services to maintain and grow,” Campbell said. “So that’s what we do, we provide all those services — full service managed IT, full service marketing, full service graphic and web design, bookkeeping services, phone systems, the whole gamut.”
After nine years in the Marine Corps, Campbell spent time in government contracting, starting and selling a business and eventually taking a job as a chief information officer for a Washington, D.C.-based contracting company with a comfortable salary.
“After that, I decided, ‘Hey, I’ve got this [business] model in my head and I’m going to take the jump,’” he said. “I came from a six-figure income and took the plunge. That was in 2004.”
His small business has provided nuts-and-bolts business services for more than 450 clients in the last 12 years with a handful of creative employees, custom designing logos, websites and developing and maintaining marketing plans and branding strategies.
“Ninety percent of our business is return business,” he said. “We specialize in small businesses, that’s all we do.”
The definition of a small business means different things to different people, Campbell said, but his company’s definition is a business with “zero to $40 million in revenue,” up to 200 employees or, for IT administration purposes, less than 300 computers.
Balancelogic’s clients are all over Maryland and Northern Virginia with a heavy concentration in Southern Maryland.
“I say this confidently, not to be cocky, but confidently, that I don’t think there’s a marketing company or web design company in a 100-mile radius that can touch us,” Campbell said.
His firm recently completed a website and online software for AlarisPro, an unmanned aircraft systems fleet management company in St. Mary’s County, and recently received the goahead to begin phase two of that project, Campbell said.
“We went to New Orleans and helped [AlarisPro founder Tony Pucciarella] debut this to the world at a big conference called AUVSI, which is the Association for Unmanned Vehicle Systems International,” he said. “We had lines and lines to the booth. People were blown away by what it can do. It’s amazing.”
While designing websites and logos from scratch are a big part of his business, Campbell said it’s usually in the area of marketing where most small businesses need help — specifically with developing marketing plans and keeping them updated.
“Advertising is not mar- keting, it’s one very small part,” he said. “Just like a logo is just one part of your entire brand identity. If you survey all the small businesses, maybe 10 percent, and that’s stretching it, have even heard of a marketing plan, or have put forth an effort for a marketing plan.
“When I talk to clients, marketing plans are actually more important than a business plan,” he added. “A business plan, you usually put it together because you need financing or a loan or whatever it may be, then you put it away once it’s done. Your marketing plan, you have to follow constantly. It’s changing all the time depending on what the market is. It’s very, very important.”
Lisa Creason, a program assistant at the Small Business Development Center at the Col- lege of Southern Maryland, visited Balancelogic during its open house last week and echoed a point Campbell made about the necessity of small business owners investing in their businesses even if they think they can’t afford it.
“Here’s another cliché: People will say they cannot afford the service. However, the truth is, you probably cannot afford not to do the partnership,” Creason said.
Campbell says his custom-tailored services usually cost as much as 30 percent less than his major competitors, and that his clients get a partner rather than just a service provider.
“Do what you’re good at, use your experience to run your company, whatever it may be, and let us help you — partner with us,” Campbell said. “We can handle everything else. We want to understand their business and help them grow. It’s really about building relationships.”
Beginning in Januar y, Campbell said he’s re-starting his free “Breakfast with Balancelogic” classes which are held 8 to 9:30 a.m. and include a talk on important small business topics.
“It was very successful last year,” he said. “Our event is free, and I provide a catered breakfast.”
Dates and topics will be posted to the company’s Facebook page as they are scheduled at www.facebook.com/BalanceLogic.
Bill Campbell, CEO of Balancelogic in Waldorf, poses by “Logi,” a character representing the firm he founded in 2004.