Alright – so today we’ve got the honor of introducing you to Elizabeth Sheils. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Elizabeth, thanks for joining us today. If you’re open to it, can you talk to us about the best (or worst) investment you’ve made. What’s the backstory and the relevant context behind why you made the investment
The best investment we made was in ourselves and our core team. In the early days of starting a company, cash is tight, and most founders are still juggling another job. But when we finally made the switch to invest in ourselves with actual compensation, it was a game-changer. It allowed us to fully commit—this was our full-time job now, and there was no turning back. That level of dedication fueled our determination and made us double down on the business.
We also learned that investing in good people, both in terms of money and time, is invaluable. Startups are a roller coaster of highs and lows, and when you truly invest in great team members, they stick with you through the wild ride. Building a strong, committed team isn’t just about salaries; it’s about the time you spend developing, supporting, and growing together. Those investments have paid off tenfold, creating a loyal, motivated team that’s in it for the long haul.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My journey into the wedding industry started as an event planner, where I saw firsthand how much time and energy went into managing contracts, invoices, and client communications. It was clear that the process was outdated and unnecessarily complicated. That’s when the idea for Rock Paper Coin was born, together with my sister-in-law.
Rock Paper Coin is a client management and payment platform designed specifically for the event industry. We provide tools for lead management, proposals, contracts, invoices, and more—all in one place. Our mission is to simplify the booking process for wedding and event professionals, helping them save time, get paid faster, and focus more on the creative side of their business.
What sets us apart is our deep understanding of the industry. We know the pain points because we’ve lived them, and we built Rock Paper Coin with those challenges in mind. We’re also proud to be one of the only platforms that cater to both planners and vendors, fostering seamless collaboration.
I’m most proud of the community we’ve built and the positive impact we’ve had on our clients’ businesses. We’re not just a tech company; we’re partners in their success. It’s incredibly rewarding to hear how our platform has helped them grow and thrive.
For those just getting to know us, I want you to know that Rock Paper Coin is here to make your life easier. We’re constantly evolving, listening to our users, and improving our features to better serve the event community. We’re passionate about what we do, and we’re excited to continue supporting our clients in their journey to success.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
I had to unlearn the idea that there’s a clear ladder or path to success. When I first started out, I thought if I followed the “right” steps, success would naturally follow. But the truth is, there is no one-size-fits-all path—especially in entrepreneurship. Every founder’s journey is different, and you have to carve out your own way.
There’s no manual for building a business, only a lot of great books with ideas and advice. Those books are definitely worth reading, but they’re not step-by-step guides. No one will ever know your business better than you. The key is to take those insights, learn from others’ successes and failures, and then mix them with your own customer feedback and product vision. It’s about trusting your instincts, pivoting when needed, and staying adaptable.
Unlearning the notion of a set path was freeing. It allowed me to be more creative, scrappy and open to possibilities, which ultimately helped us build a product that truly resonates with our users.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
We built our reputation by truly knowing our customers and providing exceptional customer service. Having spent 20 years in the wedding and event industry, we understood the ins and outs of running a business in this space. We experienced firsthand the challenges event professionals face, so we knew exactly what they needed in a solution.
We also recognized early on that customer service would be crucial. Businesses in the wedding and event industry pride themselves on delivering top-notch customer experiences to their clients, so if we wanted to be seen as a reputable brand, we needed to provide them with the same level of service.
Changing or starting new software can be overwhelming, and we set ourselves apart by offering dedicated account managers—something rare in our field. Time and time again, we win business over our competitors because of this personalized approach. People want to feel supported, especially if issues arise, and knowing they have someone to turn to makes all the difference. This commitment to customer care has been a cornerstone of our reputation and success.
Contact Info:
- Website: https://www.rockpapercoin.com
- Instagram: @rockpapercoin
- Facebook: https://www.facebook.com/rockpapercoin/
- Linkedin: https://www.linkedin.com/company/rock-paper-coin
Image Credits
Deyla Huss
Amanda K
Ryann Lindsey