INcorporate: A podcast for business owners
Fueling entrepreneurial growth — one story at a time.
Presented by the UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios, INcorporate is a podcast for entrepreneurs who are looking to overcome challenges, inspire innovation and propel their business to growth and profitability. Each episode will feature experts and business owners in the community who will share the expertise and lived experience that comes with running a successful business.
Listen to INcorporate wherever you get your podcasts.
Season Two
Turning leads into loyal customers doesn’t happen by accident—it requires a deliberate sales strategy. In this episode of INcorporate, Susan and Jordan are joined by sales consultant Tony Watson and entrepreneur Aaron Partridge, Core '24, to unpack what it really takes for small business owners to build a consistent, scalable sales process.
Topics discussed:
- Why many small businesses struggle with sales and hit revenue plateaus
- The importance of proactive prospecting and keeping the sales funnel full
- How to define your ideal customer profile (ICP) and value proposition
- Building a repeatable sales process using tools like CRMs
- The role of role-playing, coaching, and consistent training for sales teams
- Common sales mistakes that cost businesses opportunities
- How follow-up and relationship-building turn leads into long-term customers
If you’re ready to move beyond accidental sales and build a predictable growth engine for your business, this episode is for you. Listen now, then share it with a fellow business owner and start putting these strategies into action to grow your pipeline and close more deals.
Rising costs, labor shortages and economic uncertainty are putting pressure on businesses everywhere, but cutting costs the wrong way can do more harm than good. In this episode, Susan and Jordan sit down with John Hogg, Core '15, of Straightforward Consulting, to break down how lean strategies can help business owners reduce waste, improve efficiency and protect profitability without sacrificing growth.
Topics discussed:
- How rising costs expose weaknesses in your business operations
- What “lean thinking” really means
- The 8 types of waste and how to identify them in any business
- Common inefficiencies that go unnoticed
- The difference between smart cost reduction and harmful cost cutting
- How improving efficiency can boost both profit and employee well-being
- Practical steps to start optimizing your operations today
If this episode gave you a new perspective on your business operations, share it with another business owner who’s feeling the pressure, and start a conversation about working smarter, not harder.
When family and business collide, things can get complicated. This episode Susan and Jordan are joined by Joe Manna of Lipsitz Green Scime Cambria LLP and Alan Pawlowski, Core '01, of Pace Management. We dive into the unique challenges and rewards of running a family business, from navigating succession planning to managing unique emotional dynamics. This conversation uncovers how communication, structure and proactive planning can make or break a multigenerational legacy.
Topics discussed:
- Why family businesses are both uniquely rewarding and uniquely challenging
- The real reason owners delay succession planning (hint: it’s not strategy)
- How poor communication creates long-term conflict
- The importance of governance, structure and defined roles
- Key legal and operational documents every family business needs
- Creating family policies to prevent future disputes
- Navigating underperformance and difficult family dynamics
- Balancing fairness vs. effectiveness when choosing future leaders
- The emotional side of letting go and redefining legacy
If this episode hit close to home, share it with another family business. Reach out to your family or trusted advisors and take the first step toward a stronger, more sustainable future for your business.
Understanding your numbers is one of the most important things a business owner can do, but it’s also one of the most commonly avoided. In this episode of INcorporate, Susan and Jordan sit down with Denise Neamon, Core '13, regional managing partner of The Bonadio Group, and Sean Quinn, vice president of commercial lending at Tompkins Bank, to break down how entrepreneurs can take control of their finances, make smarter decisions and position their businesses for sustainable growth.
Topics discussed:
- Why many business owners struggle with accounting and financial management The financial reports every business owner should understand
- How lenders evaluate businesses for loans and what records they require
- Common financial blind spots like poor cash forecasting and under/over financing
- Using KPIs, industry benchmarks, and financial data to improve decisions
- How to choose the right accountant, banker, and professional advisors
- Practical first steps for business owners who want to better understand their numbers
- Real-world examples of financial mistakes—and long-term success stories
If this episode helped clarify your financial picture, follow the podcast, leave a review and share it with another business owner who could benefit from understanding their numbers a little better.
Marketing is evolving faster than ever and AI is changing the rules. In this episode, we're joined by Chris Reilley, Core '19, founder of Parkway Digital, and Celine Krzan, clinical assistant professor of entrepreneurship in the UB School of Management, to break down what actually matters for small business owners trying to cut through the noise and grow sustainably. From choosing the right platforms to understanding what drives real results, this conversation blends timeless marketing fundamentals with modern AI-powered tactics.
Topics discussed:
- The biggest shifts in marketing strategy over the past decade
- Why relevance matters more than reach
- How to identify where your audience actually spends time
- The difference between impressions, clicks and conversions (and what to focus on)
- Why your website and email list are still your most valuable assets
- How to use AI as a strategic partner—not just a content generator
- Common marketing mistakes (and how to avoid wasting budget)
- How to turn existing customers into your best growth channel
Get ready to simplify your marketing and focus on what truly drives growth.
AI is reshaping how businesses operate. But for many owners, it still feels overwhelming. In this episode, we are joined by Dominic Sellitto, clinical associate professor of management science and systems in the UB School of Management, to break down what AI actually is (and isn’t) and explore practical ways small businesses can start using it today. From automating repetitive tasks to building custom tools without coding, this conversation cuts through the hype and focuses on how AI can save time and drive smarter decisions, without replacing the human touch.
Topics discussed:
- Common misconceptions about AI and why it’s not “thinking” like humans
- How to identify the best starting point for AI in your business
- Practical use cases: automation, data analysis and workflow optimization
- Building simple, custom tools with AI
- Risks to watch for: data privacy, hallucinations and context limits
- Moving from experimentation to a strategic AI approach
Ready to take the first step with AI? Start by identifying one task that slows you down and explore how AI could simplify it.
Navigating HR and employment law isn’t just a compliance exercise, it’s a critical part of building a resilient, high-performing business. In this episode, we're joined by Lisa Coppola, Core '20, founder of The Coppola Firm, and Lisa Stefanie, Core '12, president of TripleTrack HR Partners, to break down the evolving legal landscape for small business owners, especially in New York, and share practical strategies for reducing risk while strengthening your workforce.
Topics discussed:
- The shifting employment law landscape and what it means for small businesses
- Common HR compliance mistakes (and how to avoid them)
- Employee classification: exempt vs. non-exempt and contractor vs. employee
- The impact of pay transparency laws on hiring and internal equity
- Legal risks in screening, interviewing and onboarding employees
- Paid leave laws, PTO confusion and policy pitfalls
- The importance of documentation, handbooks and HR systems
- How to proactively reduce risk with insurance and expert support
If you want to protect your business and build a stronger team, start by taking one step today—review your HR practices or create an employee handbook.
What if the fastest path to business ownership isn’t starting from scratch, but buying something that already works? In this episode, we are joined by Bob Neubert, clinical associate professor of entrepreneurship in the UB School of Management, and Tim Delaney, Core '15, owner of Elma Wine & Liquor, to explore acquisition entrepreneurship and why it’s gaining traction among professionals looking for a smarter, lower-risk entry into ownership. Featuring insights from experienced operators and educators, the conversation breaks down how to evaluate, finance and grow businesses through acquisition.
Topics discussed:
- What acquisition entrepreneurship is and why it’s on the rise
- Buying vs. building: key advantages and trade-offs
- How to evaluate a business before acquiring it
- Financing options and deal structures
- Common pitfalls and how to avoid them
- Using acquisitions as a growth and scaling strategy
- Real-world lessons from experienced buyers and mentors
Thinking about buying a business or expanding through acquisition? Tune in and start exploring how this approach could accelerate your path to ownership and long-term growth.
Employee benefits can feel like one of the most confusing and costly parts of running a business. In this episode, we're joined by Jeremy Higgins, Core '22, owner of Higgins Agency Group, to discuss how small business owners can approach benefits more strategically.
Topics discussed:
- Why health insurance premiums keep rising
- How to think strategically about benefits beyond just health insurance
- The role of benefits in recruiting and retaining top talent
- Affordable ways small businesses can stay competitive with larger employers
- Breaking down confusing options like HSAs, HRAs and FSAs
- How workplace perks (flexibility, PTO and culture) factor into total compensation
- What to expect from a benefits broker—and how to get real value from the relationship
- Practical steps to evaluate and improve your current benefits strategy
If you’re a business owner trying to make smarter decisions about your team and your bottom line, this episode is a must-listen. Follow the podcast, leave a review and share it with another entrepreneur who could benefit from a clearer, more strategic approach to employee benefits.
Season One
Susan Steffan and Jordan Lema introduce INcorporate: A podcast for business owners.
Succession planning is one of the most critical—and often most neglected—parts of running a business. In this episode of INcorporate, hosts Susan Steffan and Jordan Lema explore the real-world challenges and strategies behind leadership transition in family businesses.
Joining Susan and Jordan in the studio are two guests with firsthand experience: Kathleen Chiavetta, Core '20, COO of Chiavetta's Catering, a third-generation owner navigating the legacy of her family business, and Shawn Buffum, Core '24, CEO of Orville's Home Appliances, a non-family CEO who stepped in to lead through a major transition.
Together, they unpack what succession looks like in practice. From navigating expectations and preserving culture, to building a formal plan. If you're a business owner thinking about the future, this episode is packed with candid insights, actionable advice, and stories you don’t want to miss.
Topics discussed include:
- What they wish they knew earlier in the process
- How to prepare for leadership transitions
- Balancing tradition with innovation
- The role of communication and advisors
Don’t leave your legacy to chance—tune in and learn how to pass the torch with confidence.
Artificial Intelligence is everywhere—but what does it really mean for small business owners? In this episode of INcorporate, host Susan Steffan, Executive Director of the UB Center for Entrepreneurial Leadership, explores the real-world impact of AI with guests Dominic Sellitto, faculty member at the UB School of Management specializing in AI and cybersecurity, and Tony DeSimone, a consultant who helps entrepreneurs implement AI for greater productivity and efficiency.
Together with producer Jordan Lema of Lemur Studios, they break down what AI is (and isn’t), bust common myths and share simple, practical tools that small businesses can start using today. From time-saving apps to cybersecurity best practices, this conversation offers actionable advice for making your business smarter, faster, and safer with AI.
Whether you’re just starting to explore AI or looking to integrate it more strategically into your operations, this episode is packed with insights you won’t want to miss.
Topics discussed include:
- Misconceptions about AI—and what business owners should really know
- Easy-to-implement tools for immediate impact
- Real-life examples of how AI boosts efficiency and cuts costs
- Cybersecurity tips when using AI with sensitive data
- Long-term strategies and upcoming trends every entrepreneur should watch
Tune in and take your first step toward making AI work for your business—not against it.
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!
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 include:
- 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.
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 your fellow entrepreneurs!
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.
In this episode of INcorporate, Susan and Jordan are joined by Celine Krzan, clinical assistant professor of entrepreneurship at the UB School of Management, and Heather Sidorowicz, Core '12, president of Southtown Audio Video, to explore the transformative power of mentorship in business. Through real stories and candid discussion, they share how mentoring relationships—both as mentor and mentee—can spark personal growth, unlock business success, and create lasting connections.
Topics discussed include:
- 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!
In this episode of INcorporate, Susan and Jordan dive into the often-overlooked world of financial and estate planning with guests Dan Cavaretta, Core '23, 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 include:
- 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!
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 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 include:
- 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.
In this episode of INcorporate, Susan and Jordan are joined by Cassie Conroy, EE '21, founder of CazMethod, and Julie Kruger, Core '22, owner of Kruger Immigration Law. 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 include:
- 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.