Heidelberg grad sparks business success

Heidelberg University graduate Kelly Itito competed in Tiffin University's 2023 Pitch Competition, and turned his idea into his purpose. Itito, who is from the Detroit area, graduated from Heidelberg in 2023 with a degree in economics, and participated with his roommate, Isaac Wienen, in the competition. Together, they pitched Itito Strategies, a marketing approach tailored for the needs of small-town businesses. "The pitch was a marketing company to build communication for companies, bringing in more customers and keeping more money in the community," he said. Itito said he spent six years in the Tiffin community, and "grew to love the city." The idea for Itito Strategies, he said, was born out of a conversation he had with a classmate about a Tiffin restaurant that was shortening its hours and cutting the number of days it was open. Itito said he had never heard of the restaurant, and began to wonder, "how many businesses are doing great things and providing great products but simply aren't well known?" "I wanted to figure out a way to help them," he said. Itito Strategies officially was launched in January 2024, and Itito said he and Wienen began with a door-to-door strategy to build interest in their process. That strategy, however, was not successful, Itito said, as many businesses were hesitant to "trust two college kids with no proof of their product." "We weren't deterred," Itito said, but decided to build the proof that was lacking in their presentation. Basically, Itito said, the company began offering to do work for free, concentrating on building relationships as a platform for launching their marketing process. "At the beginning, we realized there was a lot more we could get out of working for free," he said. In 2024, Itito Strategies began implementing marketing tools to a handful of Tiffin companies, and, while Itito moved back to Detroit in February 2025 and Wienen is no longer part of the business, that work continues today. Itito said he still is involved in marketing activities for Jenny Hale at The Secret Seamstress. Hale, he said, was his first customer. While Itito has a "regular 9-5 job" back in Detroit, he runs his own company in his off hours. However, he said, while Itito Strategies remains the company's legal name, he has rebranded to the operating name Steadi and begun concentrating his work on one specific marketing niche. Specifically, Steadi works with companies to implement digital customer feedback tools through a business's POS or scheduling system, creating timely and simple methods for customers to leave reviews. Itito said small businesses, especially in small towns, often lack the time and money to request and follow up on reviews from customers. Steadi's strategies create seamless contact with customers after a purchase or visit, helping ensure reviews are submitted, he said. "The goal is to make this something they (business owners) don't have to think about," he said. For example, when a customer has a transaction at a business, Steadi ensures a delayed message is triggered automatically from the POS or other system to the customer's contact number. That message invites the customer to leave a review/reaction for the purchase or service. In addition, Itito said, Steadi's "unique angle" to this feedback system incorporates personalization for each customer, instead of relying on generic messages. For small companies, reviews are a critical component to being recognized in a Google search and being chosen over other options, he said. As he becomes established in Detroit, Itito said he is focused on "building and growing" Steadi with its new branding and marketing concentration. Itito said while his degree is in economics, he enjoys the pace and "fun" of marketing. "I didn't know I had a knack for marketing," he said, but enjoys the time and location freedom allowed by the profession. For more information about Steadi and the benefits of Itito's marketing approach, visit https://usesteadi.com.