Two-Minute Mentor: Trend-Watcher CEO

(See Corrections & Amplifications item below.)

StartupJournal.com recently spoke with Tina Wells, 27, chief executive officer of Buzz Marketing, a youth-marketing services company, about trend watching and getting started as a young entrepreneur.

SJ: Where did you get the idea for Buzz Marketing?

Ms. Wells: In high school, I was working as a reporter writing product reviews for the New Girl Times. One of the companies that I covered told me that they actually paid companies thousands for the type of reports that I was writing. When I started college, I took my work with me and found some professors who helped me take the company to the next level.

SJ: What factors contributed to its growth?

Ms. Wells: The success of our company has been a result of our ability to write the most interesting recommendations and analysis for our clients. The trend-watching industry is an industry in its own right and it's a growth industry.

I initially grew my company by hiring friends. I started with 10 friends on my email list. It grew because everyone seemed to know someone else who thought what I did was pretty cool. In 2000, CosmoGIRL! put a 'Cool Job Alert' on its entrepreneurial page. Then after CosmoGIRL! ran an article on my company in 2000, I received 15,000 applications for the trend-writing position in 90 days. Today, we have a network of over 9,000 young trend writers or buzzSpotters that are paid when retained by our clients for projects.

SJ: What should college students interested in trend-watching do?

Ms. Wells: If I had things to do over again, I would have majored in economics. It teaches the ebb and flow of consumerism and how money is made -- an understanding that is key to being successful in this field. Be sure to gain experiences beyond your field of study. You'll bring a well-rounded understanding to your work, which can only enhance the work you do.

As for activities, I would suggest studying abroad if you can. Getting out of the U.S. and seeing how other people live is so important. If you can't leave the States, try to study away at another college or university in a part of the country you're not familiar with. Experiencing something different is important.

SJ: What is a typical day like?

Ms. Wells: I joke with others that I am working when not sleeping. [Laughs] But it's true. Besides being a CEO, I am also a trend expert, so I am always studying. Usually my day begins at 8 a.m. watching the Today Show, and I'm in the office by 9, where I begin by reading blogs, emails, and trend-watch emails. I usually have a couple of hundred messages to go through. After getting caught up on email, I spend most of the day writing recommendations and marketing analysis for clients. A majority of my business is giving marketing advice.

SJ: How did you start a company at age 16?

Ms. Wells: I was lucky to be successful at such a young age. At 16, there is not a lot of pressure when trying to launch a business. And you don't have to worry about things like paying the mortgage. All I had to do was balance school and friends.

When I headed to college, I had access to professors willing to help me take it to the next step. I had free help, free rent, access to the top business professors, and time to read books.

I hate to say it, but hard work is key. I work at least 18 hours each day. I also don't get easily flustered, which is important for an entrepreneur. I'm also a positive thinker, which is definitely needed if you're going to be leading other people.

There were definitely some setbacks. I think the main problem was getting people to take me seriously since I was so young.

SJ: What advice can you give young entrepreneurs for getting others to take them seriously?

Ms. Wells: There are no shortcuts. I've been working at this since I was 16. After 11 years, I finally feel I'm at the place I need to be. I also worked for free as much as I could. I wanted experience, and that was the best way to get it. By doing great work and

learning everything I could about my field and the demographic that I was covering, my age never mattered.

SJ: Was college worthwhile for you?

Ms. Wells: Going to college was the greatest decision that I made. You get to have fun with friends and have a chance to grow up and become more mature. That translates into business success.

Unfortunately, I just don't have the time to pursue an M.B.A. I personally want one, because I believe in education. I think that an M.B.A. is an option that should be considered, but not a necessity.

Corrections & Amplifications:

Ms. Wells is 27 years old. The original version of this article stated that she was 26.

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