Today, Bryan Cohen leads the managed telecom services at Opn Communications, a telecom empire of 12 companies spanning 120 countries. However, growing this global communication provider into the international powerhouse it is today required humble roots.
“We didn’t start in a boardroom or with venture capital dreams,” recalls Cohen. “We built this company from real-world experience. We saw firsthand how businesses struggled to juggle dozens of vendors, platforms, and services. Our bold idea became a single point of contact that grew into a global enterprise.”
In a world inundated with marketing campaigns, SEO strategists, and digital advertising, the notion of running multiple companies without a marketing budget seems nothing short of impossible. Yet, Cohen defies this norm by establishing a blueprint for building successful businesses through unconventional means. His journey offers a refreshing perspective for budding entrepreneurs grappling with the financial constraints of growing their businesses.
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Setting out on a shoestring budget
Cohen’s story begins with practicality and necessity. As an entrepreneur of 18, he faced the stark reality of scarce financial resources, and his only option was to think outside the traditional marketing box.
“At 18, who really has the money to start pushing like other companies?” Cohen muses. “Plus, how many investors give a teenager money to grow a company of this type? Out of necessity, I figured out how to make pennies look like dollars by hustling and making the most of word of mouth. The constraints I faced forced me to innovate and take full advantage of every resource at my disposal.”
Launching enterprise telecom support with tactics over traditional marketing
Cohen’s success lies in redefining what marketing means. One of his key strengths is his resilience and refusal to accept “no” as the final answer.
“I’m not afraid to talk to people or to ask tough questions,” Cohen explains. “When people would hang up on me, I called them back to find out why they didn’t want the services or if they knew anyone who did.”
Another cornerstone of Cohen’s approach is his relentless networking, even attending industry conferences and gatherings far outside the boundaries of telecom. No event was off the table, and this led to valuable connections and unexpected opportunities. His participation solidified relationships and offered speaking opportunities that further expanded his influence.
“I network like a beast,” Cohen remarks. “Even wine, food, and auto expos taught me new ways to do things.”
To attend all these events, Cohen mastered the art of bartering, trading his services for booth space or promotional materials to keep costs low while maximizing exposure, and this tactful negotiation led to a domino effect. His presence was requested at more and more events. Over time, he built a significant brand presence without the typical financial outlay.
Additionally, Cohen’s deep understanding of industry needs allowed him to branch out effectively. He identified gaps in the market, such as the necessity for low-cost landline services, and tailored his offerings to meet those demands, ensuring his company’s consistent growth and diversification over time.
For those considering following in Cohen’s footsteps, it’s crucial to recognize that this path is about stable growth rather than explosive overnight success. He emphasizes the necessity for building a solid foundation so the core business is solid enough to support expansions into new products or verticals. This methodical approach allowed his company to scale even during the challenges presented by the COVID-19 pandemic.
However, Cohen also acknowledges the value of adapting and integrating traditional marketing methods once a sturdy base is established. “The key takeaway is to continuously evolve and refine strategies to suit your business’s growth phase,” he says. “Now, I am finally using some traditional marketing, but this is after decades of knocking on doors, both figuratively and literally. Yes, trading product for exposure caused me to lose some money initially, but sometimes a relationship or a leg up is worth more than a sale. So many entrepreneurs forget that fast money is not always the endgame.”
Tips to point the way for aspiring entrepreneurs
Cohen draws from experience to share some pivotal advice for entrepreneurs. One bit of wisdom that stayed with him through the years is, “Build your core, then go for more.”
“Establish a core product or service that drives stable growth before venturing into additional offerings,” Cohen advises. “This strategy mitigates your risk, ensuring that your business remains strong even if your new ventures don’t pan out.”
Cohen also urges entrepreneurs to maintain a disciplined focus, which involves defining a business circle and sticking to activities that align with that core. Diversifying too broadly can dilute efforts and detract from the core business, ultimately hindering growth.
Finally, Cohen stresses the value of mentorship and learning through experience. “I was shaped by those who took me under their wing,” he explains. “They provided guidance and valuable connections. I wouldn’t be where I am without the people who drilled those lessons into me.”
Bryan Cohen’s blueprint for running multiple companies without a marketing budget is a testament to ingenuity, resilience, and relentless networking. Though it is certainly not the only way to grow a business, it serves as a powerful narrative for entrepreneurs everywhere, illustrating that a lack of traditional resources doesn’t have to impede success. Instead, resourcefulness, persistence, and strategic relationship-building can pave the way to sustainable growth and long-term stability.
