Waverly Ave Consulting Founder, Melissa Lohrer, on Launching Her Own Strategic Growth Consulting Firm


Hello Melissa! Please share a brief introduction about yourself and your business:

Hi! I’m Melissa and I run a consulting business is called Waverly Ave Consulting. I’m a Strategic Growth Consultant and Business Coach for Agencies. I’m a solopreneur (for now!) working out of my apartment in New York with big aspirations of partnering with agencies to be at their best.

So Melissa, what excites you about being an Entreprenista League member?

I’m in my first year as an entrepreneur and so grateful to be part of this community. The League has created a home for me as a Solopreneur and given me an opportunity to ask questions, support other business owners and feel a part of something bigger than myself. In just a few months, I’ve built such strong bonds with women in similar businesses and have even met a couple of clients.

What made you take the leap to start Waverly Ave Consulting?

For the majority of my career, I’ve played the role of intrapreneur, building a business inside someone else’s business. I wasn’t necessarily being offered those roles but was always creating my own roles in organizations. After years of reaching new levels and setting the next mile markers for myself, I was feeling really burnt out. I decided to take some time off and after having a few weeks of having headspace, inspiration rushed in and I started a business. Once I took the leap, I realized it was where I was meant to be – but that every experience and role I had leading up to this point taught me the lessons I needed to learn to be a successful entrepreneur. I wake up so grateful to be in a position to run a business and truly can’t imagine doing anything else!

Melissa, what was your background prior to starting your own consulting business?

I worked agency-side as a Business Development leader for 12+ years – from a global advertising network to a growing independent branding agency, going from startup to established player. In my last full-time role, I was Head of Growth leading business development and marketing for a NYC-based agency with an amazing team of people.

Did you always know you wanted to be an entreprenista?

I’ve always had an entrepreneur “itch” and natural tendency to build / create but wanted to feel like the timing was right. I’ve always admired and connected with entrepreneur stories, which is probably why I gravitated towards working with founders and business leaders in my role agency-side.

Take us back to when you first launched Waverly Ave Consulting, what was your marketing strategy?

When I launched, I wanted to start by connecting with people in my network and other entrepreneurs whose businesses I admired – to learn and understand what about my story resonated most and if my offering was something businesses needed. That ended up becoming a very successful marketing strategy and brought me my first 4 clients in a way that felt very natural. I was able to be my authentic self to find the right clients for me – and didn’t have to do any other form of selling.

Melissa, we all know entreprenistas face daily challenges. What is the biggest challenge you have encountered along the way?

My biggest challenge has been balance. The opportunities as an entrepreneur are endless (and quite overwhelmingly exciting), but protecting your time and energy is so important. I’ve learned (and continue to learn) when to focus, when to ask for help, when to invite opportunities in and most importantly, when to say no.

Melissa, you have lots to celebrate! What is the accomplishment you are the most proud of to date?

My proudest accomplishment is launching my business – having a name, a brand, and business that is out there. Making it a reality so that it wasn’t this intangible dream was step one. My second proudest accomplishment was hitting my monthly revenue goal, which I thought would take me a lot longer than it did. I was so pleasantly surprised by how easy it was because my offering and my target client’s needs were so well aligned. Luck definitely had a hand in my early success but I’ll also credit myself (which I’m learning to do more of) in that I worked hard, met with many people to share my story, and invested time in showing my potential clients to see how I would make a difference to their business.

Balance is nice in theory, but can be difficult to achieve. Do you believe in work/life balance? What are some of your best tips?

100% and this is probably the most important thing as an entrepreneur. I’ve worked with and seen so many entrepreneurs make the mistake of burning themselves out – which has a real impact on the business. I’m working with a female founder client right now on reframing “hustle” and finding different ways of channeling her unwavering commitment and energy productively, while keeping healthy boundaries around her business. Hustling doesn’t mean working overtime and burning yourself out to the point that you and your business suffer. I work with my agency founders to look at their time differently, almost like funds and anything they put their time into as an investment. Staying hyper vigilant about your time and where it goes to bring out the best in you, will have a direct impact on your business. Making time to do the things you love and stay inspired is often overlooked and underleveraged.

What’s a piece of advice you can share that you wish you’d known when you first started your Entreprenista journey?

Take it one day at a time, our vision or ambitions can easily make it so overwhelming when you get started. Each day brings unexpected opportunities, so its best to not plan too far ahead or you might miss out on the (fun) detours.

So Melissa, have you achieved recently that you’d like to celebrate with our community?

Hiring a support team and admitting I can’t do it all myself. I’m lucky to be bringing on a couple of people in 2023 that I fully trust to support me and allow me to maintain that balance that keeps me being the best entrepreneur I can be.

What’s next for Waverly Ave Consulting?

Next is growing a small power team, getting a better handle on which projects light me up, perfecting the tools we use and share with clients, and being a true ally for agencies looking to grow.

Learn more about the Entreprenista League and join today!

Share it!

Posted in

Leave a Comment

Grants You Need to Apply to For Your Business!

The FedEx® Entrepreneur Fund Who can apply? Entrepreneurs who have a connection to the military and/or entrepreneurs with disabilities. What you could receive: $10,000 Deadline: October 6, 2023 15th Anniversary Entrepreneurship Who can apply? Any entrepreneur who submits an engaging pitch of up to 1,000 words highlighting your business and how it would benefit from…

How to Plan for the Unpredictable with Emily Cisek

“You want to do everything you want to be everything to everyone. You want to be the perfect founder, but the perfect founder doesn’t exist you need to be authentic and true to yourself and the type of leader you are.” – Emily Cisek Named the 2021 Women Who Mean Business Honoree by the Houston Business…

Courtney Boyer on Starting a Biz of Her Own to Elevate the Dialogue Around Women’s Health and Sexuality

Hi Courtney! Please share a brief introduction about yourself and your business: Hello! I am a relationship and sexuality expert. I was trained as a mental health and sex therapist, life coach, and Reiki Practitioner. Recently, I published the book, “Not Tonight, Honey: Why Women Actually Don’t Want Sex and What We Can Do About…

The Scoop on Building a Business from Scratch with Kim Malek

“Money is always available, you will find it believe it or not, it really is, but finding the right money. It could not be more important.” – Kim Malek Kim Malek is the Co-Founder and CEO of Salt & Straw, an ice cream company that produces and serves boldly unique flavors made by hand, where customers…

Taking An Integrative Approach To Medicine and Business with Dr. Cindy Tsai

“Life is a serie“I really realized that we need to take this very integrative holistic approach to wellbeing. So often we are focused on productivity and being busy. And we forget about listening to what we’re actually going through.”  – Dr. Cindy Tsai Dr. Cindy Tsai is an award-winning board-certified physician, TEDx speaker, best-selling author,…

Mamaprenista Cinder Trout on Opening a Natural Beauty Brand, Abature, with Her Daughter

Hi Cinder! Please share a brief introduction about yourself and your business: Hello, my name is Cinder. My daughter and I co-founded a natural beauty brand dedicated to lip care called Abature. We make lip scrubs, lip serums, and lip balms all proudly packaged plastic free. Our wholesale distribution channel is currently only available to…

Creative Kelsey Kloss on Launching a PR and Social Media Company to Empower Industry Thought Leaders

Hi Kelsey! Please share a brief introduction about yourself and your business: Absolutely! I am the CEO of Kloss Creatives, a PR and social media company that scales CEOs and companies as industry thought leaders. Kloss Creatives clients have been featured by The New York Times, HuffPost, Bustle, and beyond. Previously, I was a journalist and in-house…

Finding Your Purpose and Fulfilling Your Mission with Dr. Nadine Collins

“When you understand who you are, and why you’re here, you will recognize that you have no competition. Because there’s nobody in the world like you but you. And whatever you’ve been divinely called to do. There is nobody in the world who can do it like you but you because it’s your assignment.” –…

Nicole Pearl Kaplan on How She Created a Business that Provides Her Clients Insights, Strategies and Personalized guidance

Hi Nicole Pearl! Please share a brief introduction about yourself and your business: Hi! I’m a PR & Media consultant who helps small business founders get noticed, grow their brand awareness and become a household name. When the pandemic hit, I heard a lot of people asking how to get featured, and I heard a…

Learning How to Start Over with Olivia Howell

“Life is a series of fresh starts, and everybody is worthy of the support. We are about meeting people where they are and celebrating them.”  – Olivia Dreizen Howell After her own divorce and watching her sister call off her engagement the following year, Olivia was left with two significant questions: Why do we only…

Entreprenistas, Go for These Amazing Grants!

As founders we know how hard it can be to secure funding for your business, so we want to make it a bit easier! Below are our top picks of grants and resources this week!

Creating A New Business Category with Jen Batchelor

“ The more I tell my story, the more I’m like, damn, I would never have wanted to follow in the footsteps of anyone, I really have to blaze the path. Even though it’s painful as sin, I have to put something out there that’s brand new, and let people react to it.” – Jen…

Artisan Joy’s Stephanie Blanchard on Smashing the Myth of the “Starving Artist”

Hello Stephanie! Please share a brief introduction about yourself and your business: I am the publisher of Artisan Joy, a website and magazine that celebrates creative entrepreneurs. Artisan Joy’s mission is to smash the myth of the starving artist by publishing success stories of artists, designers, artisans and makers who have turned their passions into…

Mamaprenista Ami Bhansali of Chai Diaries on her mission to Make Fresh Premium Teas Accessible to All

Welcome Ami! Please share a brief introduction about yourself and your business: Chai Diaries is a lifestyle brand retailing specialty teas. Inspired by my tea-enriched household (three generations of history in growing and manufacturing tea in the beautiful Nilgiris, India), the brand is all about REAL TEA, REAL HERBS, REAL SPICES! Embracing a tea culture…

“Life Coach in a Bottle”, Laura McCann, on Establishing Adoratherapy

Hello Laura! Please share a brief introduction about yourself and your business: My name is Laura McCann and I am the Founder and CEO of Adoratherapy. At Adoratherapy, we invite you on a journey of healing through breath and intention using all natural essential oil based fragrances. After many years as a successful entrepreneur in…