What’s Bernadette’s Why? Partnerships

An IC100 Winner’s Keys to Entrepreneurial Success

By ICIC | May 16, 2024

Thirteen years into her career, Bernadette Capulong found herself in an unexpected position. She was among the millions of Americans to be laid off at the height of the Great Recession. Capulong played by the rules, diligently submitting her resume as she searched for a job that refused to be found. Initially, she was optimistic about her chances of identifying a new opportunity in the corporate world, but as the weeks stretched to months, she knew she’d need to explore other avenues to generate income. Fortunately, a solution was closer than she expected.

Relying on the skills that built her career and her personal network, Capulong was able to secure contracts with 20 businesses that needed her services. This grit and ingenuity marked the beginnings of her company BC Design Haus (BCDH), a woman- and Asian-owned, full-service creative agency based in Pasadena, California. After the national economy began to recover, she was hired into another full-time corporate role. Although she envisioned retiring from a long and fulfilling corporate career, spending two years working for herself changed something. When the time came to transition from that company, she no longer saw playing the resume game as her first or only option. Instead, she began to imagine what her life would look like if she fully committed to being a business owner.

That vision manifested into a thriving firm sought out by brands and upcoming design talent. Today, BCDH is known for its deep understanding of the broad spectrum of marketing channels, including packaging, promotion, brand strategy, print and digital, social media and web design. The company prides itself on its customer-centric approach to branding and marketing with a focus on strategic storytelling, design thinking, and customized marketing strategies for established and emerging brands.

Partnerships that Matter

Capulong is driven by the idea of partnering with clients to add value to their companies. She states, “I truly believe that when we enter a contract with a client, it is a partnership. We’re there to help their business.” BCDH’s portfolio is a testament to this statement. The company has collaborated with a diverse range of clients, including global brands like UNO and Naked Juice, a Pepsico Brand, as well as local businesses such as Mr. Coney’s Barber Shop, a premier barber studio in Los Angeles, and the city of Pasadena. “My why is partnering with my clients to solve their design and branding problems. I don’t just want to give them great work or exceed their expectations. I want to know that what I do, or what my agency does, has affected their business in a positive way. When our partnership has helped them reach their goals, then we’ve done our job by adding value to their business.”

“My why is partnering with my clients to solve their design and branding problems. I don’t just want to give them great work or exceed their expectations. I want to know that what I do, or what my agency does, has affected their business in a positive way. When our partnership has helped them reach their goals, then we’ve done our job by adding value to their business.”

Her motivation to partner in success extends not only to her clients but also to her team, including her fur babies. When recruiting personnel, Capulong looks for individuals who share the same passion and drive to succeed as she does. She shares, “A great mentee has to want to grow and learn and be willing to be open to receiving and applying feedback. As a leader, I can set expectations, I can give feedback, I can give you the tools that you need to succeed. But the other half of it is that person. They must want it and show that they want it by applying their skills.”

Capulong’s emphasis on building partnerships with her clients and team has resulted in double-digit revenue growth year over year for the agency. The achievement was recognized nationally by the company’s second consecutive appearance on the Inner City 100 (IC100) Awards list in 2023. ICIC’s IC100 Awards annually honors the 100 fastest-growing small businesses in under-resourced areas in the United States. BCDH claimed the 78^th position on the 2023 list with a four-year growth rate of 61.1%.

Five Keys to Entrepreneurial Success

Throughout her entrepreneurship journey, Capulong has learned five key lessons that can benefit fellow small business owners: seek out a program like Goldman Sachs 10,000 Small Businesses (10KSB), understand that owning a small business is a long game, seek advice from a mentor, hire the right people, and be good to your clients.

“The 10KSB program is invaluable. It solidified a lot of what I knew and gave me so much new knowledge that I feel like it was a game-changer. By going through the program, I became a better business owner and leader.”

The 10KSB graduate expressed, “10,000 Small Businesses is worth the time and effort put into it, and it will pay itself back tenfold.” Capulong learned about the program from a mentor and credits the development of her business finance and HR skills to her program participation. “The 10KSB program is invaluable. It solidified a lot of what I knew and gave me so much new knowledge that I feel like it was a game-changer. By going through the program, I became a better business owner and leader.”

Ultimately, BCDH exists to serve its clients, which is why her final piece of advice may carry the most weight. “If you treat your clients and partners well, they will remember to recommend you whenever an opportunity comes. And that is a gift that keeps on giving.”

About the IC100 Awards
Since 1999, ICIC has identified and honored the 100 fastest-growing businesses located in under-resourced communities through the prestigious Inner City 100 (IC100) awards. Throughout this period, ICIC has had the privilege of learning about and highlighting more than 1,000 remarkable business leaders and companies from across the United States. These firms have proven to be catalysts for job growth and promoters of a thriving, inclusive economy, even amidst challenging circumstances. Furthermore, they have actively contributed to the enhancement of their communities by generously donating their time and resources to local organizations and charitable causes.

Learn more about the IC100 Awards and eligibility criteria for this year’s list at icic.org/ic100. Don’t miss the chance to apply or nominate an entrepreneur for this prestigious recognition and join a community of changemakers!

About Goldman Sachs 10,000 Small Businesses
Goldman Sachs 10,000 Small Businesses provides business education, support services, and pathways to capital for growth-oriented entrepreneurs. Participants gain practical skills to take their business to the next level, with topics like financial statements, negotiations, and marketing. The program is offered tuition-free and delivered in partnership with academic institutions across the country.

Learn more about Goldman Sachs 10,000 Small Businesses at icic.org/10ksb