DRT Communications is a forward-thinking marketing communications agency that has carved a unique niche for itself by becoming the first company in the Caribbean to offer technology-driven media monitoring services. Along with crafting and implementing communication strategies that engage audiences, the company’s ability to provide these media monitoring services sets it apart as an even greater asset. While the Marketing Communications Team works to create stories worth telling, its cutting-edge media monitoring service enables businesses to meticulously track their mentions across a broad spectrum of media platforms—ranging from radio and television to newspapers, social media, and various online sources. This comprehensive monitoring facilitates thorough analysis, allowing companies to refine and enhance their marketing strategies with precision.
The Early Days: A Leap of Faith
The remarkable journey of DRT Communications, from its modest beginnings to its current position as a leader in the industry, is both inspiring and instructive. Founder Danielle Terrelonge recalls the initial days with a mixture of nostalgia and astonishment, starting with virtually nothing—a negative balance of $500,000 from a personal loan taken just before launching the business. Despite these challenges, Danielle’s relentless work ethic drove her forward.
Danielle’s entrepreneurial adventure began in the most unassuming of settings: her home. Initially operating as a consultancy with a desk beside her bed, the term ‘business’ only came into play later. Her first employees worked from the dining table, and the eventual move out of her home office marked a significant milestone, both personally and professionally. The company’s growth was gradual, built brick by brick, navigating financial volatility with grace and determination. Danielle acknowledges past mistakes that still impact the business, recalling challenging moments such as narrowly avoiding foreclosure with the support of a compassionate loan officer—a pivotal experience she often shares in motivational talks.
Overcoming Challenges and Pioneering Technology-Driven Solutions
Having endured lean days, Danielle now extends the same grace to her clients and contractors, prioritizing payments to those just starting out. “I used to cry a lot, but now I start with ‘God, help me,’ because He’s the one who told me to start this business. We’ve never missed payroll, and our bills are paid. My accountant is amazed at our growth, which I attribute to faith and hard work.”
Four years into DRT’s journey, Danielle conceived a groundbreaking idea: technology-assisted media monitoring. This service, unprecedented in Jamaica and the Caribbean, was driven by demand from a client in Panama. Despite nearly a year of research and a hefty price tag of US$250,000 for customisation, she persevered.
Strategic Partnerships and Financial Milestones
Securing funding for this venture proved challenging. “I approached several banks, but none were willing to offer a loan without collateral. My business was based on intellect and creative talent, which isn’t traditional collateral. Despite having all our financial statements and being compliant with all requirements, no one was interested,” Danielle explains. Sagicor Bank Jamaica (SBJ) became her last hope, and they finally championed her cause, securing a loan from the Development Bank of Jamaica (DBJ) on her behalf. Although the DBJ loan was a significant milestone, it also required substantial repayments, which strained the company’s cash flow.
During this challenging period, Danielle was introduced to Sandra Glasgow, Co-Founder and Manager of FirstAngelsJA, Jamaica’s first angel investor network. After a rigorous process of pitch preparation and adjustments, DRT Communications became the first company in the Caribbean to receive investment from a formal angel network. This investment allowed Danielle to retire the loan and secure more patient capital.
The journey to securing angel investment was arduous but rewarding. “One day, I’m sitting with Sandra and I think I’m going in there big and boasty, with my business idea and my financial statements just ready—Shark Tank kinda thing, and she just ‘beat me up’—not in a bad way,” she laughed. Danielle made the adjustments suggested and met with Sandra a second time. “She said, ‘Do your pitch.’ And she beat me up again, but she really walked me through it.”
After fine-tuning the pitch, it was time for the real presentation that September. But how do you face a room of 18 people, including some of the biggest, most illustrious names in the regional business sphere? “On my way down to the presentation, I texted two of my girlfriends and one of their husbands to send me some Scriptures. I needed something to hold on to,” she recalled. One of those verses was Philippians 1:6—“being confident of this, that he who began a good work in you will carry it on to completion until the day of Christ Jesus”—And I went in and just got into my groove. What I realised is that I spoke from my heart. I took my passion for what I was going to do into that room.”
Danielle believes several factors made DRT Communications an attractive investment for the Angels: the business was already operational and earning revenue and compliant. Her character and that of the existing directors also played a part, as they were ready and willing to take advice and direction from potential investors. And, of course, they saw the potential in the novel yet much-needed media monitoring solution she had pitched.
Celebrating Achievements and Looking Ahead
Since then, DRT has nearly tripled its staff and increased revenue by 160%. The angel investment provided financial support and access to experienced business leaders. “Our board sets targets and pushes for strategic growth,” Danielle notes. The investment has facilitated significant operational improvements and business expansion.
Danielle’s journey from a negative balance to a thriving company is inspiring. Having received angel investment and seen its impact, she is now committed to supporting other entrepreneurs. “Small and medium-sized businesses are the lifeblood of any developing country. For every person we employ, we impact communities and the nation,” she explains.
She advises entrepreneurs to maintain high standards from the start: “Treat your business as if you’re going to list on the Jamaica Stock Exchange. Develop reporting standards, growth plans, and ensure good financial statements. Compliance and good corporate governance are crucial.”
Looking ahead, Danielle envisions DRT Communications continuing to innovate and lead in the marketing communications industry while supporting the growth of other businesses. Her goal is to help small and medium-sized enterprises thrive and strengthen the economy. “Our impact extends beyond our business, reaching into communities and shaping the nation’s future,” she says.
Danielle is spearheading DRT’s expansion of services and market presence through the integration of AI and machine learning into its media monitoring capabilities. This strategic initiative not only enhances the value delivered to clients but also reinforces DRT’s leadership in the industry. By expanding its service offerings and refining its existing media monitoring solutions, DRT aims to provide clients with more profound insights and detailed data about their brands. This advancement enables more comprehensive analyses, empowering businesses to optimize their marketing strategies effectively.
Drawing on its established expertise, DRT remains dedicated to delivering enhanced value and support to clients, ensuring they maintain competitiveness in their respective markets. The upcoming enhancements in technology will offer clients advanced analytics, deeper insights, enhanced user capabilities, improved speech-to-text features, and new AI functionalities. Moreover, these upgrades will extend accessibility to portable devices and seamless integration with other systems like PowerBI.
She is also committed to fostering a supportive workplace culture, investing in her team’s development. “Our team is skilled and committed to our mission. Continuous learning ensures we’re ready for new challenges,” she states.
Danielle actively gives back to the community through mentorship and collaborations with educational institutions. “Creating a ripple effect by inspiring others to pursue their dreams is crucial,” she adds.
Reflecting on her journey, Danielle emphasises the importance of staying true to one’s values. “Success is about making a meaningful difference for our clients, employees, and community,” she concludes.
Copyright 2017 ©
Inspiring! Nuff success to you Danielle, your team, and FirstAngels Ja for helping fulfilling the dream.
Inspirational
As an entrepreneur myself, just starting out-this has seriously inspired me.!!