In 2009, the RocketShot concept was the Uber for small business firms and displaced middle aged workers.

I graduated from Architecture school in 2009 into the biggest recession the US economy has ever seen since the Great Depression. Housing jobs were gutted 25%, viable architecture jobs were scarce. Workers who ranged from middle age to retirement were being displaced due to their higher salaries and lack of current technology skills. But in letting these workers go, firms were losing deep knowledge for its respective sector that new workers lacked. This knowledge could not be passed on because the relationship of mentor/apprentice was lost with the firing of these later-aged workers. RocketShot looked to solve that issue.

Businesses would turn to RocketShot as consultants to strengthen its business model. RocketShot would have a pool of middle aged workers from various sectors who were displaced from their jobs but had deep and valuable market knowledge. RocketShot would pair the business with relevant consultants to help it build and implement a strong business plan to weather the recession and build long-term viability with sustainable growth.

Since businesses were tight on cash, RocketShot would not charge a fee, but instead would be issued equity in exchange for profits above and beyond current revenue statement net income. A meritocracy. Everybody wins because they have skin in the game. Once the business was deemed to be viable again, the business owners would be able to buyback the equity from RocketShot and retain the original ownership structure.


I worked with a business consultant that worked with firms such as Northwestern Mutual and Harley-Davidson Motor Company to test the concept out. I also worked with local entrepreneurship groups to determine market need.

To market the concept and talk to people and leave a memorable impression I created a brand identity for RocketShot. The target personality type and demographic was firms that wasn’t afraid to pull themselves up by its bootstraps. The tagline was:

United in business Victory!

It tapped into the frustration with Too Big To Fail banks being bailed out and leaving small business owners out on the vine to dry. “Wall Street or Main Street.” The graphics and copy echoed language from the post World War II era, when America seemed like it could do anything. Flying cars and jet packs were inevitable.

Looking at this in the context of today’s zeitgeist, January 2016, it is interesting that we have two presidential candidates who are tapping into this frustration. That TBTF banks and firms on Wall Street need to take a back seat to address the needs of the diminishing middle class. And make America great again.

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