D. Cherelle Cohens

Cherelle Cohens' entrepreneurial journey is deeply rooted in her family's history—her grandfather's hot dog cart and her mother's consulting firm for the State inspired her passion for business. After a decade in banking, Cherelle founded Business Squared LLC to address the critical gap in financial literacy among business owners. Business Squared LLC is a consultancy and training group that equips underrepresented startup founders with essential financial literacy, empowering them to navigate capital markets with competence, confidence, and strategic clarity.

Cherelle faced the challenge of convincing cash-strapped startups of the importance of professional financial services. By shifting from a direct B2C approach to a strategic B2B2C model, she effectively bridged this gap and streamlined her client acquisition strategy.

Ranjani Devarajan, a seasoned mentor from STL, played a pivotal role in shaping Business Squared LLC's technological integration strategy. Together, they optimized technological workflows and spearheaded the development of an AI-driven marketplace for financial professionals. Ranjani's guidance was instrumental in refining the pitch and enhancing user experience, propelling Business Squared LLC towards scalable growth and an enhanced market presence.

Completing milestones such as producing a comprehensive pitch video with Sky’s The Limit provided a solid foundation for refining market strategy and enhancing investor engagement, catalyzing Business Squared LLC's growth trajectory.

Cherelle approached funding by strategically pivoting her business model to boost sales, securing grants, and completing a successful crowdfunding campaign. Mentors at STL introduced her to key pitch competitions, which were pivotal in securing funding opportunities in 2023.

Balancing business and personal commitments, Cherelle manages her priorities day-to-day, focusing on critical tasks and maintaining a disciplined approach.

Her advice to new entrepreneurs is to "Visualize your business goals clearly, strategize meticulously, and execute with unwavering dedication every day. Persistence and strategic vision are essential to realizing your entrepreneurial dreams."

She commends Chris Harvey for his unwavering commitment and leadership at Sky’s The Limit, noting his consistent support and dedication in fostering a vibrant entrepreneurial ecosystem that inspires growth and collaboration.

View STL Profile