STEP-BY-STEP STRATEGIC CONSULTING

Step-By-Step Strategic Consulting
Tanya Rincon
School of Sustainability
Arizona State University

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Executive Summary
Step-By-Step Strategic Consulting is the professional consulting organization being
created by Tanya Rincon and Kindra Maples in Phoenix, Arizona. Taking the initial steps into
entrepreneurship is difficult without a guide or professional network to lean on and Step-By-Step
plans to be there to make it more attainable. This organization functions with sustainable
business practices as the foundation of every decision that is made. Beyond the assumed
assistance that comes with partnering with a consulting service, Step-By-Step is dedicated to
developing and fostering a network of values aligned startups and entrepreneurs that are prepared
to support one another. The classic approach to capitalism has created incredible innovation for
our world as a whole but it has also created massive issues for our environment and the
communities that each organization serves. Sustainability issues are pervasive in every
community, ecosystem, and economy yielding complex worldwide problems. As the business
world shifts to supporting a new generation, it’s important to build resilient organizations
prepared for the dynamic landscape that is currently forming. While the profession of business
consulting and startup accelerators is not new, a new type of strategic business thinker is coming
to be in the form of sustainable business practices. Step-By-Step Strategic Consulting aims to
provide an additional option in the strategic consulting world, with sustainability at the center.
Additionally, a roadmap has been created to provide a clear plan for future investors, clients, and
employees. This plan includes a specific timeline detailing necessary steps to become a
legitimate business legally, development plans for each business partner, and steps necessary for
securing funding and strategic investors.
Mission: Step-By-Step guides and supports startup clients through the various stages of strategic
growth with sustainable business practices as the foundation of success to create a positive
impact environmentally, socially, and financially.
Vision: A collaborative network of values aligned organizations working together to accomplish
their individual goals, while also supporting the success of the United Nations Sustainable
Development Goals.

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STEP-BY-STEP STRATEGIC CONSULTING
Step-By-Step Strategic Consulting
Introduction
It has always been a life altering decision to start your own business. Making this

decision is becoming an increasingly riskier move to make with a strong sense of confidence and
certainty for return on financial investments. In 2016 it was estimated that nine out of every ten
new startups end up failing (Agrawal, Choudhary, & Krishna, 2016). That is a daunting statistic
to face when the financial and time risk is usually largely personal. Thankfully, the concept of
Startup Accelerators has come around over the past decade and has increased those odds to 23%
when a partnering with an accelerator in comparison to going alone (Ahmed, Quinn, & Regmi,
2015). Step-By-Step Strategic Consulting believes that when sustainable business practices are
used as a foundation for day to day business operations while also strategically collaborating
with fellow startups, the chance of success increases. Kotter believes it is necessary to create a
sense of urgency and build a guiding coalition in order to support legitimate change in the world
(1996). By working with a select few organization in the early phases of Step-By-Step’s
establishment, the aim is to direct that urgency towards efficient processes that lead to
sustainable financial gain in a reasonable time period while fostering the growth of a supporting
coalition. Step-By-Step will build tailored value into financial investment and strategic planning
for client organizations.
The classic view of success in the business world has always been a measurement of
money. Traditional capitalism has one bottom line: profit. This approach to business has yielded
excellent innovation over the decades and has funded worldwide development. However,
traditional capitalism has also created some less than desirable consequences across the entire
planet. The classic approach to business practices does not support the current needs of society.
Paul Hawken puts forth the idea in his book The Ecology of Commerce that the primary goal of
business is to provide a necessary service to consumers, not to make a profit (2010). He also
pairs with this definition the observation that companies who successfully meet their customer's
needs tend to yield a profit as a result (Hawken, 2010). This means it’s time to evolve capitalism
to something that organizations can be a part of and support the transition towards a sustainable
future. By redefining what profit can look like, Step-By-Step will shape a future where people,
planet and profit all function on the same plane. By taking a strategic approach and leaning on a
reliable network, success is more attainable than ever.

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Step-By-Step Strategic Consulting is comprised of two Stepmoms, Tanya Rincon and
Kindra Maples, living in the Phoenix, Arizona area. The value in Step-By-Step comes from the
specific core values present in Maples and Rincon and the way in which those values are
implemented. Step-By-Step strives for a personable approach rather than the fill and go model
that is currently available. Maples and Rincon decided to take a step back from themselves as an
already solidified partnership to do a deep evaluation of personal values in addition to
understanding how those personal values impact professional decision making. The team
partnered with Brian Stinson of The PEAK Fleet Management Consulting and discovered some
wonderful similarities as well as great complementary matches solidifying the shared values as a
professional team. The specific set of values for each partner has been provided (see Table 1),
each list being ranked in decreasing level of importance.
Table 1:
Kindra Maples

Tanya Rincon

1. Courage

1.Family

2. Confidence

2.Growth

3. Kindness

3.Empathy

4. Creativity

4.Wisdom

5. Family

5.Community

6. Trust

6.Balance

Note. Top Values for Kindra Maples and Tanya Rincon as determined via Values Exercise with
The PEAK Fleet: Management Consulting Services
Both Maples and Rincon have the necessary expertise and available bandwidth to
establish Step-By-Step Strategic Consulting with the primary focus to be on the Phoenix,
Arizona market. By utilizing sustainability principles in the establishment of Step-By-Step
Strategic Consulting it will be possible to create a flourishing consulting business able to provide
a boutique style experience for all clients. In an effort to establish a strategic approach to the
business foundation, a detailed SWOT analysis of specifics that influence the feasibility of this
business’s success is provided (see Table 2).

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Table 2:
SWOT Analysis of Step-By-Step Strategic Consulting
Strengths:
Weaknesses:
• Well-established professional
• Documented history of robust
relationship between Maples and
strategic consulting projects
Rincon
• Lack of dedicated public space to
• Previous joint experiences to pull
meet with prospective clients
wisdom from (SciTech & SUNI)
• Lack of specialized market focus
• Rincon: knowledge, personal growth
based off respective professional
and structural guidance provided from
experience
the education program
• Maples: well developed professional
social network
Opportunities:
Threats:
• Maples: Pepperdine Business
• Competition organizations have
Organization Certificate
established reputation to outcompete
Step-By-Step Strategic Consulting
• Maples and Rincon: Salesforce
Administrator Certification provided
• Current personal financial needs
free of charge via VetForce (In
reducing the reality of prioritizing
progress: Spring 2020)
projects associated with Step-By-Step
Strategic Consulting
• Networking events and
entrepreneurship workshops available
• Individualizing approaches may end
little to no charge throughout the
up consuming more resources that
Phoenix Valley
available in early stages
• Cultivate relationship with Mac6 to
utilize meeting spaces
Note. SWOT Analysis of Step-By-Step Strategic Consulting regarding the establishment and
success of the organization
Step-By-Step’s Future Roadmap
As the organization grows, a larger vetted network of professionals will continue to
interact and search out mutual value opportunities. As this is a very personalized approach, steps
in the process must be able to be rated by all parties involved in an effort to make the goals
measurable. By establishing high level metrics for long term success such as 3, 5, and 10-year
targets it will be possible to measure if legitimate success has occurred. The mission and vision
of Step-By-Step are discussed below followed by a detailed roadmap.

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Mission: Step-By-Step guides and supports startup clients through the various stages of strategic
growth with sustainable business practices as the foundation of success to create a positive
impact environmentally, socially, and financially.
Vision: A collaborative network of values aligned organizations working together to accomplish
their individual goals, while also supporting the success of the United Nations Sustainable
Development Goals.
Strategic Plan
The current plan to achieve the vision is broken into two main phases with ten specific steps
between the two portions. A corresponding timeline highlighting specific goals and when they
are to be reached is provided following this roadmap.
Phase 1: Strategic Establishment
1.A:
The initial establishment phase is focused on decision making within the Step-By-Step team.
One of these items to consider is finalizing the organization name. Step-By-Step will also have to
create a logo to pair with the chosen name. Once both tasks are completed, Step-By-Step will be
able to file LLC paperwork so all subsequent work can be done under the official organization
name. This will provide for little to no issues concerning documentation. This will be funded
from the personal finances of the two founders. During this phase there would also be a deep
evaluation of the current network of professional contact between Rincon and Maples. This will
be done to develop a list of preliminary organizations to work with in the beginning phase of the
organization before Step-By-Step takes on paid clients.
1.B:
This phase will focus on founder’s educational development in an effort to create two strong
entrepreneurs. Cho and Lee have found that educated entrepreneurs can create more business and
lead to hiring more people which ultimately provides a social safety net for society (Cho & Lee,
2018, p.132). It has been previously determined that Tanya Rincon’s argumentative score is
rather low at 31 (Estrada, 2019). With this knowledge in mind, she has enrolled in COM 598:
Negotiation Theory and Practice for Spring of 2020. She will be working on developing her

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strategic negotiation skills to confidently deliver the necessary information to future investors
and client organizations. Additionally, she has enrolled in TWC 543: Grant & Proposal Writing.
Through the funding phase it will be necessary to send in quality applications to various grant
opportunities and provide proposals to future investors.
Kindra Maples will also be enrolling in courses. She will be working through a set of four
different entrepreneurial courses at Maricopa Community College to improve her professional
skills to support the vision. The specifics of each course have been selected to support the future
needs of Step-By-Step (See Appendix, Figure 1).
1.C:
This phase will include all of the necessary discovery to understand the various layers that
impact the Arizona business, natural, and social landscapes. There needs to be a deep
understanding of the Arizona business market that Step-By-Step intends to function and guide
change within. Both Rincon and Maples are current and active members of the Arizona Chapter
of Conscious Capitalism and have become a major presence within this community. Both Maples
and Rincon are members of the programming committee. The aim is to leverage this connection
to have an organic view of sustainable business trends in Arizona specifically. To further expand
the view of current business trends in Arizona they will attend as many regional chamber
meetings as their schedules permit. This will provide them with a view into the needs of each
respective community and the decision makers that are present to address those needs.
This will be the appropriate phase for the team to bring a financial advisor onboard to help guide
the team through the process of creating a revenue model. The team will need to have the
financial needs solidified before they are ready to speak with potential investors. This phase of
business development has the potential to be significantly influences by the impending recession
resulting from the COVID-19 pandemic. It has been found that entrepreneurship tends to shrink
during a recession period which may lead to a longer discovery period for Step-By-Step
(González-Pernía, Guerrero, Jung, & Peña-Legazkue, 2020, p.167).
1.D:
In this phase Step-By-Step will prepare to bring others into the journey. By the completion of
this phase three main presentations will be completed. These presentations will be aimed at
future investors, prospective clients, and potential staff. Additionally, Step-By-Step specific

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material will be developed to share with all stakeholders. This will be done in the format of a QR
code that links to an informational packet. This enables Step-By-Step to update the informational
packet as time progresses as well as ease of sharing without the need for additional resources
being used. The last portion of material that will be developed will be a set of business plan
templates to show to prospective clients. The selection of plans will include retail, web based,
services, and goods.
1.E:
Given that both Maples and Rincon are searching for full time jobs outside of the Step-By-Step
project, they will need to branch out with effective and strategic support. At this phase there will
not yet be any large funding pool, so Step-By-Step is developing an unpaid internship program
that will provide college credit through Arizona State University to be deployed in the Fall of
2020. The type of intern associates Step-By-Step hopes to bring on board include students from
The Walter Cronkite School of Journalism, The W.P. Carey School of Business, and The School
of Sustainability. By bringing together a selection of different students Step-By-Step will create
an environment for cross discipline growth for all intern associates.
1.F:
With the previously established foundation, Step-By-Step will begin to source a funding pool in
this phase. Through the above discussed extensive discovery period outlined in phase 1. A-E
Step-By-Step will be able to assemble a strategic selection of potential funders. As active
professionals, Maples and Rincon spend a lot of time networking through the Phoenix area and
will need to utilize their time spent networking to identify potential investors. Kotter believe in
the importance of building a coalition with power believers as the foundation (Estrada, 2019). It
will be crucial to strategically pick the list of potential investors so Step-By-Step can have as
many power believers as possible in the early stages of establishment. Once this list of investors
is agreed upon, a period of research specific to each of the identified investors will take place in
order to ensure that Step-By-Step values align with their values. Additionally, having the ability
to speak to each investor wants and needs when it comes to their portfolio will build further
value between each investor and Step-By-Step. The initial financial goal is to reach $25,000 in
the funding pool by the end of 2021.
1.G:

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By this point Maples and Rincon will be in business together for over two years. Both view it as
necessary to use a portion of the funding to hire a business coach to help re-evaluate the personal
values of each founder and how they are relating to the success Step-By-Step is searching for.
Peter Senge describes personal mastery as approaching one’s life as a creative work (2006).
Having an outside perspective will be crucial at this stage in establishment as Step-By-Step
assess the creative work they have put together thus far. A business coach will also be able to
help the team develop an onboarding assessment program for prospective clients.
1.H:
In this phase Step-By-Step will consider the organization to be in full operation. The aim is to be
taking on paid clients by this portion of the journey. The initial goal for paid clients is five by the
end of 2022. This will be the main focus during this time period.
Phase 2: Sustainable Scale
2.A:
It will be necessary for Step-By-Step to collect and analyze data concerning the network and the
impact being made. This data will include specifics from each business including the percentage
of profit they redirect towards sustainable R&D, funding they direct towards employee
development and retention, and amount of time and funding being put into the local community.
This sustainability values survey will be conducted annually to ensure continued alignment as
the network grows. From this, an annual values focus will be agreed upon as a network wide
focus. Additionally, an annual measurement of client satisfaction will provide an easy data point
to follow alongside growth.
2.B:
After the establishment of Step-By-Step and the initial pool of paid clients, the next step will be
scaling the organization. Step-By-Step will build out a partner team to include a marketing
associate, an events associate, and also a programming associate. Additionally, the team will
have to bring on more consultants that share the same core values present in Step-By-Step. This
will also help facilitate growth outside of the state of Arizona. The hiring process will be similar
to the onboarding assessment program that Step-By-Step will be using for prospective clients. A
networking event calendar will be created to provide a recurring set of events for like-minded
clients to work with one another. Richard Pfeilstetter spent time working in the UK studying the

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sociality of tech-entrepreneurs and argues “that ‘startup communities’ simultaneously encourage
individualistic market-competition, contribute to feelings of local group-belonging and are
narrative constructions promoted by entrepreneurs, corporations and the State.” (2017). It is the
hope that supportive relationships will precipitate from our networking efforts. In this stage StepBy-Step will also establish a network wide project. It is important to empower our guiding
coalition and I believe that having a network wide goal will provide a unifying opportunity to
further empower our members (Kotter, 1996). With roughly four years of anticipated strategic
growth, Step-By-Step has developed a timeline to support the various stages needed to reach the
level of network wide collaboration (see Table 3).
Table 3:
Phase #
Phase
1.a.

Phase
1.b.
Phase
1.c.

Phase
1.d.

Phase
1.e.
Phase
1.f.

Step-By-Step Strategic Consulting Implementation Timeline
Time Frame
Measurement of Success
Main Risk
November 2019 The completion and approval of
Lack of creativity in
January 2020
LLC paperwork reflecting an
name and logo creating
agreed upon business name and
may hinder future
logo design.
implementation and
overall reach
January 2020 –
Passing each class with a deep
Balancing Step-By-Step
May 2020
understanding of the material for necessities with a full
strategic application within Step- time job search
By-Step
June 2020 –
Developing a comprehensive
Insufficient research and
September 2020
guide for internal use that
data gathered can lead to
summarizes statewide
an unanticipated level of
sustainability trends and general misinterpretation of the
business trends. The addition of a Arizona market
financial advisor and the
development of a revenue model.
October 2020 –
The completion of three specific Only having one type of
December 2020
presentation. The completion of
presentation for each
five templates. QR virtual
audience group may lead
pamphlet completed.
Step-By-Step to alienate
subsections of each
audience group
January 2021 –
The completion and approval of
The internship needs as
May 2021
an internship program through
outlined by ASU may not
ASU. Bringing on three interns.
support the needs of StepBy-Step
June 2021 –
A funding pool at or above
Having a low goal may
December 2021
$25,000
lead the team to aiming

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STEP-BY-STEP STRATEGIC CONSULTING

Phase
1.g.

January 2022 –
March 2022

A revision of our business plan
with the aid of a business coach
to reflect our progress and
barriers.

Phase
1.h.

April 2022 –
December 2022

Five paid clients under contract
with us

Phase
2.a

January 2023 –
March 2023

Phase
2.b

April 2023 – future

Completion of first annual
sustainability survey. Network
wide sustainability values focus
established. Client satisfaction
measurement taken.
Build out our partner team, our
operations team and begin
facilitating a calendar of events
for our organization.

low with their asks of
potential funders
Without proper alignment
with the business coach
chosen Step-By-Step runs
the risk of diluting the
sustainability message
that underlines everything
being done
Limiting the initial group
to five may leave the
initial network with large
skills missing
Misinterpreting data may
lead to overcorrections in
some areas and ignoring
important issues

The addition of events
without a sufficient event
team fully onboarded has
the risk of spreading the
two founders too thin at
this stage in development
Note. Step-By-Step Strategic Consulting Implementation Timeline from November 2019 to
April 2023
Conclusion
It is Step-By-Step’s hope that through the implementation, and continual revision of this plan
that the organization will see this vision become a reality. Sustainable business practices are
necessary for the planet, communities, and economies to thrive. Step-By-Step Strategic
Consulting is committed to maximizing the impact through our established network.
This two -phase approach to Step-By-Step Strategic Consulting creates value in the capital that
each organization is investing into the startup. By joining this collaborative network there is an
increased chance each organization can overcome the various challenges that a business may
encounter through establishment and growth. By creating an environment of open collaboration
Step-By-Step also opens itself up to potential collaboration. The continual growth that is
necessary to remain relevant in the sustainability world will be worked through as a full network.

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References:
Agrawal, A., Choudhary, A., & Krishna, A., (2016). Predicting the Outcome of Startups: Less
Failure, More Success. 2016 IEEE 16th International Conference on Data Mining
Workshops (ICDMW). doi: 10.1109/icdmw.2016.0118
Ahmed, S. A., Quinn, M., & Regmi, K., (2015). Data driven analysis of startup accelerators.
Universal Journal of Industrial and Business Management, 3(2), 54-57.
Cho, Y. H., & Lee, J.-H. (2018). Entrepreneurial orientation, entrepreneurial education and
performance. Asia Pacific Journal of Innovation and Entrepreneurship, 12(2), 124–134.
doi: 10.1108/apjie-05-2018-0028
Estrada, L. (2019). EMS 514, Module 3 Lecture 1. Retrieved from
https://asu.instructure.com/courses/24068/pages/module-3viewings?module_item_id=2094955
González-Pernía, J. L., Guerrero, M., Jung, A., & Peña-Legazkue. (2020). Economic Recession
Shake-Out and Entrepreneurship: Evidence from Spain. BRQ Business Research
Quarterly , 21(3), 153–167.
Hawken, P. (2010). The ecology of commerce: a declaration of sustainability. New York: Harper
Business.
Kotter, J. P. (1996). Leading change. Boston, MA: Harvard Business Review Press.
Pfeilstetter, R. (2017). Startup Communities: Notes on the Sociality of Tech-Entrepreneurs in
Manchester. Journal of Comparative Research in Anthropology and Sociology, (8), 1–15.
Senge, P. M. (2006). The fifth discipline. London: Random House Business.

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Appendix
Figure 1:
Course
New Venture Creation
EPS160

Kindra Maples’ Education Path
Purpose
“Process of starting a new venture including
evaluating specific business opportunities
identifying financing alternatives and defining
start-up issues.”

Cost
>$200

New Venture Law and
Finance ESP161

“Introduction to the principles of legalization and
>$200
capitalization of a new business venture. Includes
the processes required to organize, register, finance,
launch and protect a business”.

New Venture
Feasibility Analysis
ESP165

“Introduction to the industry's market and
competitive structure. Includes the technical skills
to develop a competitive strategy for entry into the
business segment. Covers the market potential
evaluation, niche identification, analysis of
competition, and development of customer profiles.
Also involves the development of a marketing
strategy and sales projections for new business
ventures.”
“Fundamentals of identifying new technologies and
innovations for profitable commercial feasibility.
Determination of capabilities, resources, and
interests of the entrepreneur. Evaluation and
selection of technology opportunities. Creation of
business concept and plan. Customer development
and business models. Finances, venture capital and
accounting. Marketing and sales. Legal formation
and intellectual property. Operations and resource
management. Growth, harvest and success.”

Technology Business
Planning ESP180

>$200

>$300