We recently connected with Emily Lenning and have shared our conversation below.

Emily , looking forward to hearing all of your stories today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

I have had many business ideas and have started a few of them. My most successful ventures began when I was passionate and excited. It’s hard to fully commit to a business without genuine enthusiasm for the field. This is important because starting a business takes time and investment of your resources and energy.

In April 2023, a friend approached me about starting a business together. I proposed one of my ideas: a luxury picnic business in Washington D.C. He was excited and wanted to join me. However, it took nearly a year to get things rolling. He had another child, I moved houses, and we had to handle typical startup tasks like launching a website, photography, ads, and more.

This backend work and the steps before officially launching can be frustrating when starting a business. It takes patience and determination.

Emily , 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 fourth-generation entrepreneur, mom, military spouse, and marketer. I know what it takes to build and scale a business through effective marketing and strategy while keeping my values at the forefront of every decision.

**Early Entrepreneurial Spirit**

I have always been an entrepreneur. The summer I turned six, I sold lemonade in front of my grandma’s house. On that hot day, a few people stopped by, and I made a couple of dollars. That’s when my business spirit was born.

Over the years, I expanded beyond lemonade stands, starting various side businesses like selling knitted scarves and homemade cupcakes. At sixteen, I took my first job, answering phone calls for my grandparent’s HVAC and plumbing business in Michigan. My grandmother taught me customer service, organization, business ethics, and managing multiple complex issues simultaneously.

**Education and Early Career**

I went to college to study public relations, driven by a passion for helping others tell their stories. My journey began with an internship at Big Brothers, Big Sisters. While still a full-time student, I managed social media for a local car dealership. During my senior year, I landed a job at the Kellogg Company.

At Kellogg, I managed corporate social media accounts, ran LinkedIn ads for job openings, developed the employer brand, and planned internal events. This experience taught me the importance of branding and the power of a strong message.

**Project Management and Corporate Experience**

After Kellogg, I became a Project Manager for an agency working with Kellogg. I managed projects for brands like Kashi, Pop-Tarts, Little Brownie Bakers, Cheez-Its, and Bear Naked Granola. I learned coding and the importance of an effective website, working closely with Brand Managers to understand large brands’ intricacies.

**Founding Blossom**

Despite my love for the corporate world, my passion lay in small businesses. In 2017, I officially started Blossom. The name Blossom reflects my vision of helping other businesses grow and harvest results, akin to a flower blossoming before bearing fruit. Our guiding principle is “Plant, Grow, Tend, Harvest,” which directs how Blossom helps clients achieve their digital marketing goals.

**Blossom’s Growth and Impact**

I understand the blood, sweat, and tears of running a small business. Since 2017, I have developed marketing strategies for over 200 businesses, some of which have grown to over $1 million in monthly revenue. Today, Blossom serves clients from New York City to Los Angeles with a team of over ten people.

**Monumental Picnics: Luxury Picnic Business**

In addition to digital marketing, I own Monumental Picnics, a luxury picnic business in Washington D.C. Monumental Picnics specializes in creating bespoke, memorable experiences for various occasions, from romantic dates to corporate gatherings and family celebrations. Each picnic is meticulously designed and executed, offering a unique blend of elegance and comfort in some of D.C.’s most scenic locations.

Our services include personalized setups with high-quality decor, gourmet food options, and thoughtful touches that cater to our clients’ specific needs and preferences. Since its inception, Monumental Picnics has grown rapidly, becoming a popular choice for those seeking a unique and luxurious outdoor experience in the heart of the nation’s capital.

**Current Endeavors**

I currently reside in Alexandria, VA, outside Washington D.C., with my husband and daughter. Besides digital marketing and Monumental Picnics, I also run an e-commerce store, adding to my diverse portfolio of entrepreneurial ventures.

Can you talk to us about how your side-hustle turned into something more.

I was working full-time for an agency and dreamed of going out on my own but didn’t know where to start or have the confidence to take the leap. When the opportunity arose, I decided to take a temporary role as an account manager, covering for someone on maternity leave. During this time, I managed to rank at the top of search results for a software called Thumbtack, which brought in 3-5 phone calls a day. This influx of potential clients gave me the push I needed to launch my business full-time. I was fortunate to have my husband’s support (and benefits!), which made it possible for me to pursue this new venture.

Do you have any insights you can share related to maintaining high team morale?

Managing people is the most challenging aspect of owning and operating a business. People are crucial to our success, and it’s essential to treat them with respect. Trust is easily lost, both as an employer and an employee, so it’s vital to demonstrate to team members that they are valued and appreciated.

We actively ask our team members how they feel most appreciated and how they prefer to be acknowledged—whether through financial rewards, verbal appreciation, public recognition, or other means. Understanding each individual’s preferences helps ensure they feel seen and valued.

Contact Info:

• Website: https://www.emilylenning.com
• Instagram: https://www.instagram.com/emilylenning
• Linkedin: https://www.linkedin.com/in/emilylenning/

Image Credits

Kelley Malone Photography