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Former NFL Cheerleader Launches Virtual Bookkeeping Services Startup, EmeryCloud

Learn how Danetha Doe launched a virtual bookkeeping service for beauty industry professionals and why she believes entrepreneurs should take time to reflect on prior success and challenges.

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Many startups cannot afford the services of a full-time accountant in the early-stages of business development.

It’s a pain point that Danetha Doe — a bookkeeper, model and former Indianapolis Colts cheerleader, decided to solve. Doe launched her virtual bookkeeping service company, EmeryCloud, a full charge cloud-based bookkeeping service for small businesses in an industry that she was very familiar with — the beauty industry.

“Initially I targeted all small business owners that could not employ a full-time bookkeeper,” says Danetha. “It wasn’t until I was on set for a commercial shoot, that I realized that I could market myself as an accountant that focused on the niche beauty and creative industries. As a model, not only am I always surrounded by these types of professionals and companies, but I love to research and learn about their line of work.”

Learn how Danetha launched a virtual bookkeeping service for beauty industry professionals and why she believes entrepreneurs should take time to reflect on prior success and challenges.

Company: EmeryCloud
Founder: Danetha Doe
Location: San Francisco, CA
Industry: Financial Services
Startup Year: 2012
Startup Costs: $5,000

How I Got Started:

I’ve always enjoyed financial services and working with numbers. This passion led me to pursue and attain a degree in Economics, with a focus in Accounting. However, as a model and former NFL Cheerleader for the Indianapolis Colts, I also grew to understand the mindset of an artist — which often includes an intuitive desire to focus on the passion point of a business and not necessarily the financials.

After holding several roles within accounting, working for different companies I decided to fulfill my personal burning desire to run my own company.  So, I decided to take a leap of faith and move from Mammoth Lakes ski resort to San Francisco, hailed by many as the nation’s startup capital.

Once I relocated to San Francisco, I immediately began to surround myself with other entrepreneurs and artists. I fine tuned my concept and diligently researched systems that would allow me to offer my virtual bookkeeping services remotely and efficiently.

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