We caught up with the brilliant and insightful Salaams J. DeRosa a few weeks ago and have shared our conversation below.

Alright, Salaams J. thanks for taking the time to share your stories and insights with us today. The first dollar your business earns is always special and we’d love to hear how your brand made its first dollar of revenue.

In 2019, I found myself in a food business class, a setting brimming with entrepreneurial energy. At the time, my focus was on my mobile baking business, “Baking with Salaams”, where I crafted and sold focaccia at farmer’s markets and various events. My journey in the class intersected with Mica, a chef with ambitions of launching her restaurant, Pomella in Oakland. Recognizing my previous five years in tech marketing, Mica hired me to assist with her crowdfunding campaign. It was a decision influenced by my marketing know-how, but at the time, it was just a side job to support my baking business.

However, 2020 brought unforeseen changes. The pandemic forced me to close my baking business, a difficult but necessary decision. Simultaneously, Mica was just about to open Pomella and found herself in need of marketing and tech support. Our paths crossed again at this critical juncture. I had time on my hands due to the closure of my business, and Mica needed help. It was a scenario where we both said yes, not fully knowing what lay ahead. This wasn’t a formal arrangement or a volunteer situation; it was more of a mutual agreement borne out of necessity and opportunity.

As I continued working with Mica, referrals began coming in, and I realized that this new path was not only viable but also fulfilling. My understanding of the food industry, combined with my marketing & tech skills, made me particularly effective in this role. Three and a half years later, I’ve fully embraced this work. Mica and Pomella are still with me as my first client, and my portfolio has grown to include other restaurants, small businesses, and solopreneurs.

What started as a necessity became a career that I’m passionate about. I enjoy helping various businesses amplify their stories and succeed. It’s interesting how life takes unexpected turns, leading us to paths we never planned but turn out to be just the right fit. In my case, it led to a fulfilling blend of my interests and skills, where I can support and grow small businesses, something I’ve always been passionate about.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m the founder of WeGo! Oakland, a venture born from a unique blend of experiences in the food industry, tech support, and digital marketing. My journey began with a dream to become a chef and business owner, which I realized through my focaccia mobile bakery, “Baking with Salaams.” However, the shift in my career path came unexpectedly in 2020 when the pandemic hit. Transitioning from running my bakery, I found a perfect fit helping the newly launched restaurant Pomella with their marketing and tech needs. This role marked the start of my unexpected yet rewarding journey into digital marketing and tech support for small businesses.

At WeGo! Oakland, we offer comprehensive digital marketing services tailored for food businesses, small businesses, and solopreneurs. Our expertise spans SEO, website development, Google and Facebook ads, social media management, and tech support, including integration and automation solutions and restaurant POS systems.

What sets WeGo! Oakland apart is not just the range of services we offer but the passion and deep involvement we bring to each project. We understand that small businesses are often left behind in leveraging technology effectively. Our mission is to empower these businesses, helping them utilize modern tools to become more efficient and successful. We demystify marketing and technology, making them accessible and beneficial for small businesses.

I am most proud of the tangible impact WeGo! Oakland has had on local businesses. Helping them get on the map, building sustainable operations, increasing sales, and connecting local people with businesses they love and believe in, reinforces my belief in the power and importance of small businesses. They are the lifeblood of communities, adding character and fostering connection.

The core message I want to convey to potential clients, followers, and fans is this: WeGo! Oakland is more than a digital marketing service; we are a community advocate and a passionate supporter of small businesses. We are here to help you navigate the digital world with ease and success, ensuring that your unique business not only survives but thrives.

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

In the heart of WeGo! Oakland’s journey lies a steadfast dedication to exceptional service for every client we encounter. It’s this commitment that has become the driving force behind our growth. Our path has been profoundly shaped by the power of referrals, each one a shining endorsement of the quality and care we pour into our work. I’ve always believed in a simple truth: treat your clients well, support them wholeheartedly, and offer effective solutions, and they, in turn, will become your most vocal advocates. This philosophy has been the cornerstone of our success, sustaining us through three and a half years and promising to carry us even further.

How about pivoting – can you share the story of a time you’ve had to pivot?

The story of my pivot is one of both challenge and transformation. For two years, I poured my heart, soul, and resources into my baking business. It was a dream I’d nurtured for a lifetime — to own and grow a bakery, eventually expanding into a brick-and-mortar establishment. I invested heavily in this dream: buying equipment, renting a commercial kitchen, perfecting recipes through countless hours of research and development. I had employees, took out loans, and dedicated myself entirely to this endeavor. It was more than a business; it was the embodiment of a lifelong aspiration.

However, the reality of running my bakery was starkly different from what I had envisioned. My body bore the brunt of the physical labor. I endured multiple injuries, sprains, and tendonitis. My days, or rather nights, were spent in the commercial kitchen, laboring under the harsh schedule that baking demands. Financially, it was a constant struggle. Every penny I earned was funneled back into the business. My life had shrunk down to working endless hours, limping from the physical strain, and surviving on frozen burritos. The dream I had chased so fervently was slowly turning into a grueling marathon with no finish line in sight.

When COVID-19 struck, it forced me to close my bakery. This closure, while heart-wrenching, brought with it a moment of stark clarity. I was constantly grappling with the thought of reopening post-pandemic, but deep down, I knew the toll it was taking on me. The fantasy of being a successful bakery owner clashed with the harsh truths of my daily life.

The pivot to marketing and tech, initially a necessity, gradually revealed itself as a blessing. My life in marketing was in stark contrast to my baking days. I worked regular business hours without the physical toll. Financial stability returned, and with it, the ability to live comfortably. Surprisingly, I found more joy in this work. My tech orientation and love for working on the computer flourished in this new environment, a stark departure from the long, oil-covered nights in the kitchen.

Letting go of my baking dream was an emotional journey, akin to an ego death. It required me to confront the reality of my situation and the toll it was taking on me. This pivot, although difficult, opened up a new chapter in my life, one where I was healthier, happier, and more aligned with my skills and interests. It was a significant shift, but one that led me to a path where I could thrive and find fulfillment in ways I hadn’t imagined.

Contact Info:

• Website: wegooakland.com
• Linkedin: https://www.linkedin.com/in/salaams-r-61653291/