Matthew Key Cumming is a successful entrepreneur and is best known as the CEO of Cumming Consulting Group, based in Atlanta, Georgia. His prowess as an entrepreneur is evident in the exponential growth of his business. In just 5-years, he grew his company from a small startup with only one small-time client to a company that offers consultancy services to hundreds of multimillion-dollar companies and high potential startups. His success has a lot to do with his strong organizing skills. He manages a team of experts that help companies with complex project management, brand management, and advanced data analysis for predictive marketing. Matthew also attributes his success to his academic background and his early exposure to the consultancy world. Academically, Matthew holds a bachelor’s degree in communication and was among the best in his class. He then went for an MBA, which enhanced his strategic management skills. Matthew Key Cumming also holds a PMI project management certification. Upon completing his academics, Matthew went on to work for several top project management organizations, a move that further sharpened his skills in project management and internet marketing. By the time he was starting the company, he had already perfected the skills needed to succeed. Besides continually pushing to take his company to the next level, Matthew is also very passionate about mentoring young entrepreneurs. Every year, he mentors at least ten of them, many of whom have gone on to become successful businessmen in their own right. Matthew is also very active in philanthropy and loves giving to charities that feed the poor. As a compassionate humanitarian, Matthew has doubled his efforts on charity since COVID-19 started. Despite having a very tight schedule, Matthew Key Cumming loves his free time and particularly loves swimming. He also loves golfing, regularly enjoys a round of golf with friends and loves exploring the beauty Georgia has to offer.
How did you get started in this business?
Cumming Consulting Group resulted from my passion for project management and internet marketing that started at an early age. I began by working in various established companies before venturing into the industry alone. Having worked as both an internet marketing and project management consultant, I gained experience and knowledge and numerous ideas on how to run my own company. From this background, I also developed immense confidence on how to and not to run a consultancy agency. I was so passionate about it, no matter the challenges I faced in the early stages of business. Giving up was never an option. Starting with a few projects here and there, I grew my business slowly, getting clients through referrals and the internet. It has been an upward trend since then.
How do you make money?
I make money through consultancy services. Having built a good base in project management and internet marketing, I have established a network from which I get many clients. There are so many projects going on all over, and people running these projects need working frameworks to manage them successfully, and I am the right person for it. I also make money by charging a fee for internet marketing. Internet marketing is a relatively new and growing niche that is slowly replacing conventional advertising. It is from these gaps that I have tapped opportunities and grown a significant customer base. Since not many people and companies are as good with internet marketing, they contract my services to train their staff and in some cases to manage entire departments. It is from such contracts that my company makes its money.
How long did it take for you to become profitable?
It took me about six months to breakeven and to start making profits. Setting up a consultancy business in my particular niche does not require a lot of capital. What is needed is knowledge and experience since most of my work involves training and giving business advice. I have a physical office and a team of a few employees to handle administrative issues and other errands. Most of our work is done online. There are so many tools today that enable interactions without having to meet physically. I have made use of such tools adequately and significantly reduced the costs of running my business. Having started with low capital and kept the costs of operations low, I quickly turned in the profits with a lot of return business and the ever-growing customer base.
When you were starting out, was there ever a time you doubted it would work? If so, how did you handle that?
Having been in this industry before starting my consultancy agency, I had no doubts about my business’s success. Consultancy is all about knowledge and self-confidence. It is a service industry that only needs you to turn a few companies around, and the rest come running to you. I had amassed enough knowledge and experience to offer consultancy services in project management and internet marketing while still working as an employee, so I had no fear of venturing into the industry alone. I had also established a rich network from which I got my first clients and ventured on from there. The good thing with this industry is that once you get your agency known, all you need to do is maintain your reputation and rake in the profits.
How did you get your first customer?
While it is not that easy for a start-up to get its first client, I had a relatively less challenging time getting my first. Having been in the industry working under other companies for many years, I established good connections and networks. When I started my own agency, it was not difficult to land the first client. I just used my network and contacts and was soon in business. I have maintained this trend and use my skills to market my agency through the internet. After my first client, I have been getting a lot more through referrals and word of mouth. I have so far created a bigger network and a broad customer base, and continue to do so as the business grows.
What is one marketing strategy (other than referrals) that you’re using that works really well to generate new business?
I use internet marketing to promote my business much the same way as I train others to grow their own. Internet marketing, unlike the conventional methods of advertising, is relatively cost-effective, and very efficient. You also get to reach a wider audience faster than when using the traditional methods of marketing. Consultancy is all about reaching out to a wide audience and getting as many contracts as I can manage. Using the internet marketing strategy has worked wonders for my agency so far. I intend to continue drawing from the opportunities this strategy has to offer to keep my agency growing.
What is the toughest decision you’ve had to make in the last few months?
This year has been challenging for most businesses, and mine has not been an exception. Business slowed for the better of this year due to the COVID-19 pandemic. Much as I tried my best to remain afloat, I had to also slow down on some of my operations as most of my clients closed down shop for a while. In all this galore, I had to let go of some of my staff, but I have been sending them some stipends to keep them afloat as business resumes slowly. When we get back to full operations, I will have all of them back. They have been instrumental in the growth of my agency that I feel indebted to them, so letting them go will never be an option. I intend to continue growing with them and inspire them to do more.
What do you think it is that makes you successful?
I firmly believe in giving quality customer service, integrity, and honesty. These qualities have significantly boosted my business growth. Customers value being served with respect and integrity and will always return or refer others to you if you do this. It has been my driving force since I started this business. I keep in mind and make an effort to make it my agency’s culture that the customer is the most important aspect of the company and should receive the best of services. Another aspect of my success is my relations with my workmates. Yes, I have employees, but I prefer working with them on the same level so that I can understand their needs and motivate them to do better every day.
What has been your most satisfying moment in business?
I would say almost all of my consultancy gigs have been fulfilling. I always feel good when I help people turn around their businesses through effective internet marketing and help others complete seemingly complex projects. That look on my clients that says, “you’ve made these look really easy” is the best feeling I can ever ask for in this industry. I have seen previously stagnant start-ups revamp and grow with the correct advice and a few internet marketing sessions. They go from making just a few sales to getting thousands of customers. That is my joy.
What does the future hold for your business? What are you most excited about?
Internet marketing
What business books have inspired you?
I am reading, Built to Last: Successful Habits of Visionary Companies by James C. Collins and Jerry I. Porras. It is a very insightful piece that all business and aspiring business owners should make a point of reading. It has a lot of practical insights that will guide you towards starting and growing a business. It is never just about creating, but also making the company grow and sustaining that growth.
What advice would you give to your younger self?
There is a lot more to explore in this world. You just have to go out there and see it. Many are times when you lack the courage to try out things and take risks as a young person; you don’t achieve much. I would advise my younger self not to be afraid, but to take the bull by the horns and go all out, but be careful about it. The critical point is not sitting back and being cautious about everything but to explore and discover more that this world has to offer. When you are young, you have an opportunity of making mistakes and starting all over again. But when you get a family, all you think about is stability and your family’s well-being.
Are you willing to be a mentor? If so, how should someone contact you?
Most of what I have achieved in my life, I have succeeded due to other people mentoring me. I also was able to venture into the consultancy industry and even start my own business through mentoring. So, I would gladly mentor those who wish to follow in my footsteps and venture further than I have. Despite having a busy schedule, I can always create time for those that need my advice and those that need a word of encouragement. With the numerous social media tools that have made communication and interactions extremely easy, I can reach out to anyone anywhere globally, and I am also available for those that need to get to me. I have a presence on various social media platforms, including Instagram, Facebook, and Twitter. Anyone is free to reach out to me through those platforms for mentoring.