▶️ In this episode of the Marketing Boost, we sit down with Franklin Morris, founder and CEO of KeepTabz, an AI-powered competitive intelligence platform. Franklin shares his journey from being a VP of Marketing at a venture-scaled business to launching his own startup. We dive deep into why competitive intelligence is no longer just for "the big guys" and how AI is changing the way we process market signals.

Host:

Leon Hitchens

➤ Linkedin: https://www.linkedin.com/in/leonhitchens/

➤ X: https://x.com/leonhitchens

➤ Website: https://leonhitchens.com/

Guest:

Franklin Morris: Founder and CEO of KeepTabz

➤ Linkedin: https://www.linkedin.com/in/franklinmorris/

➤ KeepTabz Website: https://www.keeptabz.ai/

➤ KeepTabz LinkedIn: https://www.linkedin.com/company/keeptabz/

Find Us:

➤ YouTube: https://www.youtube.com/@TheBoostChannel

➤ Spotify: https://open.spotify.com/show/2AHGT1Aoq9oAHZEHeORBpa

➤ Apple Podcasts: https://podcasts.apple.com/us/podcast/the-marketing-boost/id1720047128

➤ Facebook: https://www.facebook.com/TheBoostChannel

Key Discussion Points

🔹The "KeepTabz" Origin Story: After years of managing marketing for B2B SaaS companies, Franklin realized that keeping up with competitors was a manual nightmare of 50 open browser tabs and forgotten spreadsheets. He built KeepTabz to automate this process for the mid-market.

🔹The AI Revolution in Marketing: How AI allows small teams to perform enterprise-level research, tracking everything from pricing page tweaks and Terms of Service updates to SEO performance and social media activity.

🔹Ignore vs. Obsess: Franklin addresses the common "don't look at your competitors" advice. While you shouldn't let them dictate your roadmap, your customers are definitely looking at them. Understanding the market is essential for building trust.

🔹Signal vs. Noise: The biggest challenge in 2026 isn't a lack of data; it's the overwhelming volume of it. Franklin explains how his team shifted from "gathering data" to "interpreting strategic meaning" using AI agents.

🔹Founder-Led Growth: Why sharing expertise in communities (Slack, Reddit, LinkedIn) is more effective for early-stage trust-building than traditional outbound or SEO.

Memorable Quotes

"Whether you're paying attention to competitors or not, your customers definitely are. You actually don't get to determine who your competitors are, that's determined by your customers."

"Marketing has been more like 'ing' than 'market' lately. It’s been about doing activities and maybe not paying as much attention to the market itself."

Resources Mentioned

🔹KeepTabz: AI-powered competitive intelligence.

🔹Alloy AI: Franklin's previous home in the retail analytics space.

🔹Clay: Mentioned as a gold standard for building marketing trust.

🔹Adam Robinson (RB2B): Discussion on inbound-led outbound strategies.

🔹Geekdom: The San Antonio-based startup community where the recording took place.

Where to Find Franklin Morris

🔹Website: keeptabz.ai

🔹LinkedIn: linkedin.com/in/franklinmorris (Remember: it's Morris, not Morrison!)

Zac Brown returns to the show to discuss the bold transition from Nonprofits HQ to GiveKit. While the original name was SEO-friendly, it lacked brand recall and was difficult for customers to communicate. Zac explains how they executed a complete name and identity change in just two weeks, and why "moving fast and breaking things" remains a valid strategy for growing companies.

Host:

Leon Hitchens
Linkedin: https://www.linkedin.com/in/leonhitchens/
X: https://x.com/leonhitchens
Website: https://leonhitchens.com/

Guests:

Zac Brown: CEO of GiveKit
Linkedin: https://www.linkedin.com/in/zacjordanbrown/
GiveKit Website: https://givekit.org/

Find Us:

YouTube: https://www.youtube.com/@TheBoostChannel
Spotify: https://open.spotify.com/show/2AHGT1Aoq9oAHZEHeORBpa
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-marketing-boost/id1720047128
Facebook: https://www.facebook.com/TheBoostChannel
Website: https://theboost.fm/

Key Takeaways

• The "Two-Week" Rebrand: Why Zac chose a lightning-fast rollout over a prolonged transition to maintain momentum and minimize over-analysis.
• Brand Recall vs. SEO: Why a "functional" name like Nonprofits HQ actually hurts word-of-mouth marketing and why GiveKit provides a clearer "hook" for their primary service: fundraising.
• Unscalable Marketing: Early growth didn't come from ads; it came from "guerrilla marketing," such as Zac spending entire days at nonprofit offices to understand their pain points.
• The "One-Way Door" Rule: Using the Amazon framework to identify which decisions are reversible (two-way) and which require absolute conviction (one-way).
• The Power of AI in Branding: How the team used tools like Claude to overhaul website copy and brand voice in record time without starting from scratch.

Memorable Quotes

"If you are writing copy by yourself, physically writing from nothing to something, you’re insane today... AI is an amazing assistant to help you get the base, add your human touch, and take those M-dashes out."

"Marketing, especially early on, is those unscalable actions... that got us a lot further than sitting in Canva figuring out what a logo would be."

"Everything we do needs to contribute to one of three things: the progress of our people, our products, or our company. If it doesn’t, we don't need to be doing it."

Resources Mentioned

• GiveKit: givekit.org
• Claude (Anthropic): Used for brand voice and copy transitions.
• Nonprofits HQ: The legacy brand.

Connect with Zac Brown

• LinkedIn: https://www.linkedin.com/in/zacjordanbrown/
• Email: zac@givekit.org

Episode Summary:

In this episode of The Marketing Boost, host Leon Hitchens sits down with John, founder of PacAPit, to dive deep into the journey of turning a simple riverside idea into a patented, flat-packing fire pit loved by overlanders, scouts, and outdoor enthusiasts.

John shares his path from working at Apple and in the tech sector, to opening a restaurant, and finally to becoming an inventor and entrepreneur. You’ll hear how a casual conversation by the Frio River sparked the creation of PacAPit, the design decisions that make it unique, and how it stands out in a crowded market dominated by brands like Solo Stove.

From designing for stability and portability, to ensuring leave-no-trace environmental responsibility, John explains how PacAPit serves both ultralight hikers and family campers alike. We talk about the four different models (including the new Kickstarter-exclusive Chiquito), the versatility of fuel options, and creative uses—from citronella burners to paella pans.

You’ll also get a behind-the-scenes look at his Kickstarter campaign, marketing strategies, and the power of in-person customer validation at farmers markets. Plus, John shares insights into influencer marketing, building a product with legacy in mind, and why storytelling is his secret weapon.

Host:

Leon Hitchens

LinkedIn, X & Website

Guest:

John Chadwell

LinkedIn

PacAPit Website :

https://www.pacapit.com/index.html#/

PacAPit Social Media:

https://www.instagram.com/thepacapit/

https://www.facebook.com/pacapit/

PacAPit Kickstarter Campaign (Ends August 31st) https://www.kickstarter.com/projects/pacapit-chiquito/pacapit-chiquito

What You’ll Learn in This Episode:

• How John transitioned from tech to entrepreneurship after Hurricane Sandy
• The moment the idea for PacAPit was born on the Frio River
• The design philosophy behind PacAPit and how it differs from other fire pits
• Why portability, durability, and environmental stewardship matter
• How to connect with niche communities like overlanders and scouts
• The role of Kickstarter in launching the Chiquito model
• Lessons in customer feedback, validation, and storytelling-driven marketing
  
  

About the Guest:
John is the creator of PacAPit, a patented, collapsible fire pit designed for portability, stability, and environmental responsibility. Drawing from his experiences in tech, hospitality, and the outdoors, John built PacAPit to help people gather, cook, and connect—anywhere from the backcountry to the backyard.

In this episode of The Boost, Leon sits down with Maria, founder of Hess Street Foods, to explore how a generational recipe and deep cultural roots sparked a thriving culinary business. What started as a homemade chorizo recipe passed down from Maria’s grandmother evolved into a shelf-ready, clean-label chorizo paste now featured in 144+ H-E-B stores and Pullman Market.

Maria shares how she transitioned from making sausage to crafting a paste that retains flavor while offering flexibility and health-conscious benefits. She also breaks down her journey from kitchen experiments to Launch SA, adapting through failures, and earning a spot in H-E-B’s “Quest for Texas Best.

Host:

Leon Hitchens

LinkedIn: https://www.linkedin.com/in/leonhitchens/

X: https://x.com/Leonhitchens

Website: https://www.leonhitchens.com/

Guest:

Maria Flores, Founder of Hess Street Foods

LinkedIn: https://www.linkedin.com/in/maria-flores210/

Find Us:

Spotify: https://open.spotify.com/show/2AHGT1Aoq9oAHZEHeORBpa

Apple Podcasts: https://podcasts.apple.com/us/podcast/the-social-ledger/id1803475184

YouTube: https://www.youtube.com/@TheBoostChannel

Website: https://theboost.fm/the-marketing-boost/

What You’ll Learn

• The heritage behind Hess Street’s signature chorizo paste
• How Maria turned a family tradition into a modern food brand
• Challenges of launching a food product without a business background
• Why food nostalgia and health-conscious consumers drive brand loyalty
• Lessons from launching at farmers markets and pivoting from raw meat to shelf-stable products
• Strategies for bootstrapped marketing and defining brand identity
• How to stand firm on values—no shortcuts on quality
• Navigating retail and direct-to-consumer channels without compromising the mission
  
  
  

Resources & Mentions

• 🌐 https://hessstreetfoods.com/

Key Takeaways

“Flavor. Flavor. Flavor. That’s what it takes in food. But it’s not just about taste — it’s about honoring traditions and never compromising on quality.”
— Maria, Founder of Hess Street Foods

“Don’t let outside forces change your product unless it aligns with your values. That’s sacred.”
— Leon Hitchens

🎧 Subscribe, rate, and review The Boost wherever you listen to podcasts! Have a founder story you want featured? Reach out!

Intruduction

In this episode of The Boost, Leon and Pablo sit down for an engaging discussion on AI, internationalization, and how businesses can leverage emerging technologies to scale effectively. They break down the impact of AI on business operations, customer interactions, and even the ethical implications of automation. The conversation also explores the growing trend of nearshoring and how companies are moving operations to and from the U.S. to stay competitive in global markets.

Hosts:

Leon Hitchens: Linkedin & X

Pablo Calvo: Linkedin

Find Us:

YouTube: https://www.youtube.com/@TheBoostChannel

Website:https://theboost.fm

Key Topics Covered:

1. AI and Its Current Landscape

• The aftermath of the Super Bowl and OpenAI's ChatGPT commercial.
• The rise of "prompt engineers" and the industry of AI-driven productivity tools.
• The limitations of AI memory and the importance of threading prompts effectively.
• AI struggles with fundamental tasks and why human intervention is still crucial.

2. AI in Business Operations

• The common questions business owners ask about AI: Which one should I use? How do I integrate it?
• The use of AI for automating customer interactions and improving efficiency.
• The risks of poor AI implementation, citing cases like legal AI missteps and refund policy errors.
• The importance of AI agents in streamlining workflows but not fully replacing human oversight.

3. AI and Customer Experience

• The pros and cons of AI-powered customer support tools.
• The impact of AI on customer frustration when systems fail to escalate problems appropriately.
• The delicate balance between AI efficiency and maintaining strong customer relationships.
• The inevitability of AI becoming an integral part of everyday consumer interactions.

4. The Future of AI in Advertising & SEO

• The challenges of AI-driven advertising and how companies will monetize AI-generated content.
• The shift in search engine optimization (SEO) toward AI optimization.
• Google’s struggle to adapt its advertising model to the rise of AI-generated answers.
• How businesses can tailor AI responses to fit their niche needs.

5. Internationalization & Nearshoring Trends

• The increasing number of Latin American businesses expanding into the U.S.
• The role of AI in overcoming language barriers for business expansion.
• The impact of tariffs and political pressures on companies relocating operations.
• How businesses can integrate AI for seamless international operations, including translation and regulatory compliance.

6. AI & Multilingual Business Communication

• AI-powered transcription tools like Fathom that help facilitate bilingual business interactions.
• The growing demand for businesses to support multiple languages in customer service.
• The advantages of AI-driven translations for smoother cross-border operations.
• AI’s role in enabling companies to expand their customer base beyond domestic borders.

Introduction:

In this episode of The Boost, host Leon welcomes back Zac, founder of NonprofitsHQ, for a candid discussion about the nonprofit tech landscape, the challenges of bootstrapping a startup, and the innovative solutions changing the way nonprofits operate. Eight months post-launch, Zac shares insights into how NonprofitsHQ is helping nonprofits amplify their impact through AI-driven grant sourcing, compliance tools, and an all-inclusive platform designed specifically for their unique needs.

Hosts:

Leon Hitchens: Linkedin & X

Guest:

Zac Brown: LinkedIn

Find Us:

YouTube: https://www.youtube.com/@TheBoostChannel

Website:https://theboost.fm

Key Topics Covered:

1. The Journey of NonprofitsHQ
   • Launching in May 2024 and navigating the first eight months.
   • Addressing nonprofit-specific challenges like dwindling public donations and compliance needs.
2. AI and Grant Management:
   • How NonprofitsHQ leverages AI to automate grant sourcing and proposal drafting.
   • The importance of blending human expertise with AI to enhance productivity without sacrificing accuracy.
3. The Ethics of Nonprofit Tech:
   • The need for transparent pricing in nonprofit software.
   • Why NonprofitsHQ avoids the “nickel-and-dime” approach.
4. Community and Collaboration:
   • Building a community platform to connect nonprofit leaders and share resources.
   • How community feedback shapes product development and addresses real-world nonprofit challenges.
5. Advice for Founders and Builders in 2025:
   • The importance of talking to customers early and often.
   • Why starting simple—like launching a landing page—is better than waiting for perfection.
   • The value of building self-sustaining businesses rather than chasing venture capital.

What’s Next for NonprofitsHQ in 2025:

1. Expansion of AI-driven tools like virtual volunteers.
2. Launch of a dedicated community platform for nonprofit leaders.
3. A large-scale product announcement to unveil new features and partnerships.

Conclusion:

As 2025 begins, Zac’s story serves as a powerful reminder that creating meaningful impact requires innovation, hard work, and a deep understanding of your audience. NonprofitsHQ is setting a new standard in nonprofit tech by focusing on sustainability, ethical practices, and customer-driven solutions.

Introduction:

In this episode of The Boost podcast, recorded live at San Antonio Startup Week, we sit down with Rikky Moller, CEO of Once in a Wild, a San Antonio-based company that offers immersive, educational animal experiences right in your backyard. Hosts Leon and Pablo chat with Rikky about his journey from creative director in advertising to co-founding a mobile zoo that prioritizes education, conservation, and joy.

Hosts:

Pablo Calvo: Linkedin

Leon Hitchens: Linkedin & X:

Guest:

Rikky Moller : LinkedIn & Once in a Wild

Find Us:

YouTube: https://www.youtube.com/@TheBoostChannel

Website: https://theboost.fm

Episode Highlights:

1. The Spark Behind Once in a Wild
   • Rikky shares how he and his wife started rescuing animals and bringing them to birthday parties, which eventually grew into a full-fledged business after the COVID-19 pandemic led to widespread job loss.
   • Once in a Wild began offering virtual programs, which led to contracts with local school districts, and now aims to expand with additional branches and a possible brick-and-mortar location.
2. A Unique Educational Approach
   • Once in a Wild creates TEKS-aligned programs for Texas schools, using hands-on animal interactions to teach students about science, conservation, and responsible pet ownership.
   • Kids are inspired to study biology and STEM subjects, meeting animals like the endangered axolotl, which they may recognize from popular video games like Minecraft.
3. Positive Impact Beyond Education
   • Through animal therapy, Once in a Wild provides healing and joy in hospitals and senior homes, where animal interactions can stimulate profound emotional responses, especially in children with disabilities.
   • Rikky discusses the therapeutic benefits of animals, emphasizing how animal interactions can improve motor skills, reduce anxiety, and promote calmness.
4. Building a Brand with Purpose
   • Rikky, with a background in creative direction, shares how he developed a brand that reflects the culture of San Antonio—a celebration of life rather than a safari-themed concept.
   • The brand design focuses on vibrant colors and joy, moving away from traditional “zoo” aesthetics to capture the essence of San Antonio’s unique spirit.
5. Animal Welfare and Responsible Ownership
   • Once in a Wild educates the public about responsible pet ownership, including the importance of proper training and appropriate pet care.
   • Rikky explains how minor actions, like spaying and neutering pets or understanding an animal’s needs, can help reduce San Antonio’s high euthanasia rates and improve animal welfare.
6. Business Model Insights
   • Rikky and his team have opted to keep Once in a Wild a for-profit entity rather than a nonprofit, allowing for greater flexibility in operations while maintaining a focus on education.
   • He shares advice for aspiring entrepreneurs: focus on capital management, embrace mentorship, and join accelerators like Goldman Sachs’ small business program, which has been pivotal for their growth

Introduction:

In this episode of The Boost, Leon sits down with Marco, a participant in the "Pitch It to Win It" competition at San Antonio Startup Week. Marco shares his concept for a mindset-tracking app, aimed at helping users improve emotional awareness and decision-making. Inspired by his journey as a parent and his professional background in IT, Marco's app idea offers real-time emotional check-ins that help users connect their emotional state with their actions, reflecting on how feelings impact daily choices.

Hosts:

Pablo Calvo: Linkedin

Leon Hitchens: Linkedin & X

Guest:

Marco Antonio Cervantes

Find Us:

YouTube: https://www.youtube.com/@TheBoostChannel

Website: https://theboost.fm


Episode Highlights:

1. Introduction to Marco’s Concept:
   • Marco shares his idea for an app designed to track, analyze, and reflect on users' emotions to help them make better decisions and improve mental well-being. By simulating daily scenarios and linking emotions to decisions, the app provides insight into behavioral patterns without giving specific advice—allowing users to self-reflect.
2. Origins of the Idea:
   • Marco discusses the inspiration behind the app, including his experiences in parenting, psychology, and managing work relationships. His goal is to create a tool that could be beneficial not only for individuals but also for therapists, coaches, and even businesses.
3. Navigating Emotional Complexity:
   • Emphasizing that people experience more than one emotion at a time, Marco explains how the app could allow users to select and analyze multiple emotions for a comprehensive view of their mental state. The idea draws on principles from Cognitive Behavioral Therapy (CBT) and emotional intelligence frameworks.
4. Potential for Broader Impact:
   • Leon and Marco discuss potential applications, from individual self-reflection to a B2B model where companies could integrate the tool for employee mental health tracking. The conversation touches on challenges and ideas for monetization, such as a freemium model and potential HIPAA considerations.
5. Building the Foundation:
   • Marco is just getting started, but he's excited about the learning process. Leon offers insights on using San Antonio’s tech community resources to build a prototype, collect feedback, and potentially scale the concept.
6. San Antonio Startup Week Experience:
   • Marco reflects on his experiences at Startup Week, attending insightful sessions, networking, and being inspired by other Latino entrepreneurs.

Key Takeaways:

1. Emotional awareness and tracking can be as essential as physical health tracking.
2. The mental health app concept offers a powerful tool for self-reflection, family dynamics, workplace morale, and professional therapy support.
3. San Antonio’s startup scene is a thriving community where innovative ideas can take root and grow.

Summary:

In this episode, Marco dives deep into his vision of an app that captures and analyzes emotions to improve decision-making, both at work and in personal life. Inspired by his journey as a parent and his studies in psychology, Marco aims to build a tool that enhances emotional awareness