Lay of The Land
Jeffrey Stern
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#142: Gerald Hetrick Part II (Docket (formerly Bezlio) & EOS)
Gerald Hetrick (CEO of Docket (formerly Bezlio) & Professional EOS Implementer) Gerald has been on the show once before; those of you who’ve been with Lay of The Land from the beginning may recall Gerald as one of the first entrepreneurs to make an appearance back on Episode #6, which I’d encourage anyone interested in learning Gerald’s personal and entrepreneurial journey co-founding and leading two companies from inception to exit — spanning his time building Vox Mobile and Able — to take a listen to that episode… Gerald’s an incredible storyteller and sets a great stage there for our conversation today where we pick up on where we left off and cover what’s transpired in the years since. And it’s pretty incredible how much has changed in this interim period and how impactful Gerald has been in driving that change. As CEO of Able, Gerlad led the organization through five years of 100% Year-Over-Year growth, a $7 million Series B fundraise, and ultimately a successful exit in early 2022 to Bullhorn, a leading software platform for the staffing and recruiting industry. With the time and space to reflect post-acquisition, Gerald resolved to be retrospective and learn from the lessons of his failures and successes over his 25 years of entrepreneurial experience. In this time, he came to the conclusion that he loves building great companies and that so many of the issues he struggled with in the process of building great companies were self-inflected, recognizing how much more impactful he could have been if he had prioritized running on a consistent business operating system, like EOS, and that ultimately these operating systems provide leverage, and not overhead. Collectively, these realizations amounted to Gerald becoming CEO of another Cleveland growth-oriented technology startup called Docket (recently rebranded from Bezlio), and starting his own EOS implementation practice, coaching other growth-minded leaders willing to invest in making their visions reality and their teams as healthy as possible! At Docket, Gerald is focused on ensuring manufacturing shop-floor employees know what to do next and how to do it right, believing deeply in the opportunity to significantly drive middle-market manufacturing growth and prosperity. To that end, he recently closed a $4.5 million seed round to invest in massive product improvements to its cloud-based mobile ERP (Enterprise resource planning) platform, their go-to-market strategy, and customer relationships. This was a really fun and candid conversation, understanding how Gerald has evolved as a leader, closing Able’s chapter, starting Docket/Bezlio’s chapter, building his coaching practice in service of other founders trying to build great organizations, his approach to dreaming big and operating practically, and many other reflections along the way. ----- Lay of The Land is brought to you by Burton D. Morgan Mentoring at JumpStart. It's impossible to tell the stories of the entrepreneurs building in Cleveland and across northeast Ohio without acknowledging the impact of our collective mentoring community. Over the past decade, Burton D. Morgan Mentoring at JumpStart has helped hundreds of mentees, some of whom we’ve heard from as guests on this podcast, realize their innovative visions. Our guest today, Gerald Hetrick, serves as a Burton D. Morgan mentor alongside other local serial founders and subject matter experts. These volunteers are passionate about sharing their time, talent, and lessons learned to grow and accelerate the next generation of entrepreneurial students and startup leaders. To learn more about Burton D. Morgan Mentoring and other free services available to Northeast Ohio entrepreneurs, go to jumpstart.org/startups. Burton D. Morgan Mentoring is made possible with funds from the Burton D. Morgan Foundation. ----- Connect with Gerald Hetrick on LinkedIn — https://www.linkedin.com/in/geraldhetrick/ Follow Gerald Hetrick on Twitter —
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