EnTrends [ahn-trends]

Taking a Look at How Modern Entrepreneurs Work & Live!

When a company considers going global, there are a variety of issues that must be dealt with. For this reason, companies often look for a consultant. Nerella Campigotto just happens to be a consultant who specializes in global expansion. With her company, Boomerang Consulting, Inc., she utilizes a world's worth of experience and provides crucial strategic services for international business development.

Born and raised in a German-speaking part of Switzerland, Campigotto grew up in a culturally rich environment. Her father was originally from the French speaking part of Switzerland and he also spoke Italian. Therefore, Campigotto grew up tri-lingual. At the age of eleven, she added English to her assortment of languages. To this day, Campigotto claims that English is by far her best language and it is the language she dreams in.

Campigotto later moved to Australia, which she still considers her home, to earn an undergraduate degree. While at university, she majored in Spanish and Japanese. After graduation, Campigotto continued to live and work in Australia for an American multi-national company. When a plan to transfer to the U.S. fell through, the company offered Campigotto the opportunity to stay in Tokyo or transfer to Canada. After inquiring about the climate in Canada, she chose Tokyo. Years later, a variety of circumstances have coincidentally placed Campigotto in Canada.

Campigotto says that she approached the start-up of her business a little differently than most entrepreneurs. Instead of aiming to fulfill a need in the market with a new innovation, Campigotto says that she simply had enough of working for someone else. She saw the decline of corporate relations between management and employees and she longed for independence.

Therefore, Campigotto launched Vancouver based Boomerang Consulting, Inc. in 1999. She provides services such as market entry strategies, market feasibility studies and assistance with intercultural business communication. Within the communication arena, Campigotto project manages translation services. The fact that she speaks more than one language means that she is able to assess whether a company's internal or external communications are sensitive to the cultures in whch they are working.

Campigotto says that although English seems to be the main business language throughout the world, it does not excuse the fact that if you are trying to sell something to a non-English speaking market, you owe it to them to market a product or service in their own language. One area where Campigotto often finds a lack of this understanding is within corporate web sites.

Campigotto aims to bring an awareness of other cultures to companies looking to go global. She says that most mistakes occur when companies begin to make assumptions about the market they wish to enter. Even if the language is the same, Campigotto says that business practices can vary a great deal.

Not only does Campigotto handle objectives such as branch development and communications, but she also does a great deal of work with strategic global partnerships as well. A majority of her work involves marketing intangibles such as training, human resources, recruitment, consulting, and communications. However, most of what Campigotto does is confidential, so company names cannot be released for competitive reasons.

A majority of Campigotto's clients are in the business-to business service area. She does not work in export logistics. Her strength lies in market entry strategies for service providers where there is more sensitivity to relationship marketing.

What sets Campigotto's business apart from others in her industry is the fact that she works with a limited number of clients and provides personalized service. Not only is she part of the strategic planning process, but she also project manages the implementation of each strategy. If the proper result is not achieved, then she is still available and accountable. For her to provide the best service, Campigotto says there has to almost be a partnership with her clients. There is a lot of trust involved.

Campigotto's office is part of an executive building that is utilized by several different entrepreneurs. There are common meeting rooms and each business has its own receptionist. Campigotto told EnTrends that the building hosting her office could easily be mistaken for a boutique hotel.

"The entire space is absolutely beautiful. I have a small officemyself, but I decorate it very personally. On my desk is a photo of a eucalyptus in the middle of the Australian dessert. All the roots are exposed and the trunk is dying, but all the branches have leaves on them. The piece is entitled "The Spirit of Endurance."

When asked what a typical work day involves for her, Campigottosaid that she would like to say she is flying all over the world. But that is not the case. She mainly acts as an intermediary. A majority of Campigotto's work is done remotely via e- mail, phone, and other communication means. In the last month, Campigotto has worked on three projects simultaneously. Her work involves a great deal of multi- tasking and requires good time management. She often is involved in strategic meetings with clients and the coordination of subcontractors.

In addition, Campigotto tries to find time for her own business development. She says that, much like other consultants, she thinks about how to bring about the next client once a project is finished.

Campigotto says that the task of naming one particular mentor in her years of experience would be hard for her to do. "There are way too many people that are involved on a professional level, and on a personal level, that affect your success, that the list would just go on and on."

When it comes to challenges, Campigotto says that she tends to be very enthusiastic when it comes to ideas. Unfortunately, she finds that people sometimes consciously try to get free consulting because of that. "It's a fine line between what you tell people informally and what you present as a service."

As for success, Campigotto says that at the end of her second fiscal year, she has doubled her projected revenues. However, she never wants to feel that she has achieved success, but that there is always more to come. In the future, she would like to focus her expertise on Australia, the U.S., and Canada.

Campigotto enjoys the freedom of being an entrepreneur the most. She likes the flexibility and variety that it offers. As a consultant, she can be immersed in several different industries and challenges in one year. If she were working as an employee for one company, she could not do that. The creativity required for both her clients and her own company is something she enjoys.

Campigotto enjoys a multitude of activities away from work. While her business is her admitted hobby, she also makes personal time for herself. She likes to travel, but when at home, she enjoys reading, walking and hiking and going to the gym. Her pursuits tend to be those of a peaceful nature, instead of super active. Because her work is very people-oriented, she enjoys more introspective activities outside or work.

When it comes to reaping the rewards of being a successful entrepreneur, Campigotto says that she tends to put her profits back into her business and does not draw heavily upon them. Because she, like many entrepreneurs, faces the uncertainty of the future, Campigotto is extremely careful when it comes to finances.

"I've never borrowed money for this company. I started it with my savings. It took me a long time to get my business up and going because there is so much networking and marketing that one must do at the beginning." Campigotto's long- term goal is to have an office in Australia as well as Canada. She would like to purchase a condo/work space combination.

As for her personal style, Campigotto enjoys understated elegance. She does wear suits to work when necessary, but she does not like the corporate look per se.

Campigotto has a condominium with her husband in the west end of Vancouver that she has decorated with a modern classic look. Because it is only two blocks from the beach, there are many large windows that give it an airy feeling. Her home is also close to a downtown area that is filled with restaurants, cafes, and a large park. Campigotto says that Vancouver is very much a lifestyle city.

When asked what advice she would give to other entrepreneurs starting out, Campigotto says, "Dare to dream, but have a plan. You need to be clear as to where you are going. When I started my business, I actually took a year off to clear my head and think about what I wanted to do. If it is at all financially possible for someone to do something like that, even for a lesser amount of time, I recommend it. I am a firm believer in planning. Also, be open to the fact that it may take more time, more effort, and more money than you first anticipated."