We recently connected with Alice and have shared our conversation below.

Alright, Alice thanks for taking the time to share your stories and insights with us today. What were some of the most unexpected problems you’ve faced in your business and how did you resolve those issues?

When I first started my mediation business, my idea was to network with attorneys, because they use mediators regularly. I signed up for a few networking organizations that had attorneys. I began to meet with them and networked with them. It took many months to grow my attorney contacts. After almost a year, I realized that no one was referring business to me. So I began to ask deeper questions about who they use as mediators and whether they felt comfortable using me as a mediator. After dozens of informal interviews, I finally came to the conclusion that my target market was off. The lawyers were looking for attorney mediators and since I was not an attorney, they were not interested in hiring me. Even the few that realized that I was a good mediator struggled to get the other party to agree to using me as the mediator. It took two years to fully come to this realization. Once I realized this, I had to pivot. I added negotiation training to my skillset, so I could appeal to anyone needing to sharpen their negotiation skills. I also began to focus my attention online, where people were looking for divorce mediators and workplace conflict mediators. In pivoting, I was able to keep my business alive and well. There are plenty of conflicts in the world that don’t need to get to me via attorneys.

Alice, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a mediator, arbitrator, negotiation trainer, speaker, and author whose work bridges communication, creativity, and courageous leadership. I earned my BFA in Acting for the Stage from Miami University, where I developed the emotional intelligence, presence, and listening skills that now define my approach to conflict resolution and negotiation. After graduating, I moved to San Francisco and worked as a generalist for two startups, gaining cross-functional experience and sharpening my ability to navigate complex interpersonal and organizational dynamics.

My path reflects both discipline and boldness. I competed in Muay Thai kickboxing, fighting my first bout at a national tournament in Iowa—an experience that shaped my resilience and calm under pressure. Today, I channel that strength into service as a volunteer mediator for the San Francisco Department of Police Accountability and as a panel mediator for the Oakland Police Department. In recognition of my impact, I received the Raymond Shonholtz Visionary Peacemaker Award from Community Boards in San Francisco (the oldest mediation organization in the nation).

As a sought-after speaker, I presented at the 100th Anniversary International Conference for Toastmasters in 2024. I am also a writer and playwright, author of Negotiating with Your Kids and the stage play Okinawa 1945. I am currently working on two additional books, one scheduled for release this summer and another in April 2027.

Outside of my professional work, I am an avid competitive rower and a dedicated musician who began playing violin just three years ago and now performs with a community orchestra—continuing my lifelong commitment to growth, discipline, and connection.

Do you have multiple revenue streams – if so, can you talk to us about those streams and how your developed them?

Yes. I have several different revenue streams.
I mediate divorces, workplace conflict issues and family conflicts.
I also train employees on communication, conflict resolution and negotiation.
I am also a professional speaker.
When I first started my business, I had two other part-time job to help me sustain myself while my business was in its infancy.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy has been to create content online. While I don’t use IG or other popular social media sites, I posted consistently on LinkedIn and I also run a podcast. I guest on other’s podcast as well. Since I have so much content online, when I advertise on Google or Yelp, my SEO is very high. So, people are able to easily find me online.

Contact Info:

• Website: https://shikinamediation.com
• Instagram: https://www.instagram.com/shikinamediation/?hl=en
• Facebook: https://www.facebook.com/shikinamediation
• Linkedin: https://www.linkedin.com/in/aliceshikina/
• Youtube: https://www.youtube.com/@shikinamediationandarbitra4290
• Yelp: https://www.yelp.com/biz/shikina-mediation-and-arbitration-oakland?osq=Shikina+Mediation+and+Arbitration&override_cta=Get+information