Kristin Elliott is President and CEO of Precision Measurement Engineering and Aquasend Inc. Elliott is an emerging leader not only in the San Diego business community but also in life sciences and tech, often being invited on the panels of major industry conferences. Elliott is involved with various business organizations, including the San Diego Entrepreneur’s Organization. She has a Bachelor of Art degree in communication and sociology from UC San Diego, and an MBA from Cal State University, San Marcos.

For more information, please visit www.pme.com or www.aquasend.com.

Can you tell our readers about your background?  

For as long as I can remember, I have had the urge to create and offer value. From running my own shaved ice stand along the side of the road to trying to sell bracelets and necklaces as I got older, I have always had that passion for business and growth. The year I was born, my parents started a company called Precision Measurement Engineering, Inc. (www.pme.com) and I remember doing small jobs to make money in high school. PME designs and manufactures water monitoring sensors used around the world in oceans, lakes, rivers, and many other oceanographic and fresh bodies of water. Customers include a wide range of universities and research institutions, as well as government agencies including the USGS, NOAA, EPA, and more.  

I obtained a Bachelor of Arts in Communication from UC San Diego, and dabbled in public relations and media, while also working part-time for PME. As I began to learn the business, I found myself contributing to the foundation and overall strategy of the company. After five years of working full-time for the company, I obtained my Masters of Business Administration from California State University, San Marcos. 

I was named CEO in 2015, and have shifted the company from a hobby-run business to a corporation focused on growth and value. One opportunity I initiated was establishing a subsidiary of PME called Aquasend (www.aquasend.com), which took PME technology and transformed it to serve the aquaculture industry.  

What inspired you to start your business? 

I see an increased need for water quality monitoring as populations rise, the environment changes and science-driven policy becomes more well known. I was inspired to grow PME to fulfill the needs of data-driven researchers and decision-makers.  

After meeting with hundreds of aquaculture farmers, speaking to industry leaders around the globe, and understanding their needs, my passion for innovation and creation honed in on aquaculture. The Aquasend technology allows fish farmers to have a real-time view of their water quality from a cell phone or computer. This allows them to evaluate farm efficiencies and ensure the health of their fish. 

Where is your business based?

PME and Aquasend are based in San Diego, CA. 

How did you start your business? What were the first steps you took?

PME was founded by my parents, but Aquasend was born from an idea I had while attending various aquaculture shows and brainstorming with a variety of entrepreneurs. I also hired a group of business students from California State University, San Marcos, as a part of their senior project, to provide us with initial aquaculture research to begin technology and innovation discussions. Every new product is founded in research and it took over 18 months to really understand the market, current demands, and technology before designing the Beacon, a buoy that floats in farmer’s ponds and collects real-time water quality data.  

What has been the most effective way of raising awareness for your business? 

A variety of communication methods, online techniques, and channels of coming to the market. I spent two weeks traveling Mississippi and Alabama learning about fish farms in the United States. I also attended at least five Aquaculture America trade shows brainstorming ideas and learning from farmers. I wanted to understand their everyday challenges, their concerns and fears, and what keeps them up at night. As an entrepreneur, I’m focused on not only innovating and providing new cloud-based technology, but I’m also driven to ensure that whatever we offer our customers will provide them with maximum value.  

It’s essential to understand a customer’s problems and needs so you can approach them with a tailored product or service. We find that farmers have somewhat of an online presence, but most like traditional forms of communication such as meetings, in-person farm visits, trade shows, and phone conversations.  

What have been your biggest challenges and how did you overcome them? 

PME and Aquasend have always had physical locations with all employees working on-site. Within 24 hours, we had to transition the companies to a work from home model and I had to transition my method of motivation, employee engagement, focus, and culture through a digital platform. I won’t lie, that first week was pure chaos. We had never used Zoom as a company until the shutdowns occurred. A business group that I’m a part of called the Entrepreneurs Organization in San Diego helped me structure my day with the team, manage their priorities, and ensure alignment through these rough waters. Regular morning team Zoom meetings now allow me to set the tone and tactical goals for the day.  

Another challenge has been working through a new Aquasend product launch that we did in Honolulu early February of this year. The shutdowns delayed the launch, but we re-grouped and focused on cleaning manufacturing and assembly documents to ensure improved efficiencies and greater quality for our first run of a larger manufacturing batch. We also hired a salesperson to directly target and communicate with farmers from the show and across the USA. 

How do you stay focused? 

This has been challenging as I’m home these days with three young children. With homeschooling and work, I can find it challenging to balance the day. However, I have learned to structure my time so that I have a few hours in the morning to organize my goals, hold my team meeting and review prior day tasks before the kids wake up. Then it’s full-on home school support. I get a quick break on the Peloton after my one year old goes down for a nap, and then more Zoom meetings with marketing/ PR, sales, or other business items. It’s important to take some time for myself and be alone to re-group. Even just 15 minutes can make a difference. 

How do you differentiate your business from the competition?  

PME and Aquasend provide innovative technologies that are unique to the scientific and farming worlds because these sensors are long-lasting, low maintenance, and provide accurate data over time. Our patented technologies allow our customers to obtain lots of data over longer periods of time as we have created unique and effective anti-fouling techniques for reducing algae and organisms on our sensors. Fouling is one of the most difficult obstacles to overcome when developing long-term sensor use in natural or aquaculture waters. It took years of testing at multiple locations around the world to truly understand how to implement these anti-fouling technologies. 

What has been your most effective marketing strategy to grow your business?  

Over the past two years, we have changed the company position and messaging from a product-centric focus to a more application-centric focus. We primarily focus on case studies, blogs, highlighting new trends in the environment, and posting about issues related to our customers. We enjoy learning from our customers about their research and they enjoy reading about research all over the world.  

What's your best piece of advice for aspiring and new entrepreneurs? 

It’s not easy, but it can be rewarding in so many ways. It’s essential to define your vision and your “why.” To really taste, smell, feel, and see what you are trying to achieve. Set the culture early on in your company and remember that your employees are your greatest asset. Build a team that will support your company every day, and step it up during a crisis to make sure the company stays afloat. There will be days that push you to your limits, but there will be days of pure excitement and joy. My favorite quote is from Henry Ford: “Whether you think you can or you can’t, you’re right.” It’s all about attitude and perseverance. Failure is tough, but it’s essential for growth and development. 

What's your favorite app, blog, and book? Why?

I’m very much into mindset and understanding self-limiting beliefs. My favorite app is ThinkUp that allows me to record myself saying different affirmations. It helps me to break the internal beliefs that I subconsciously make about myself. I don’t have a favorite blog, but my favorite podcast is Christine Hassler, life and spiritual coach. My favorite book at the moment is “You are a Badass,” by Jen Sincero and talks about overcoming mental obstacles to find your true potential. 

What's your favorite business tool or resource? Why?

The most valuable business resource is conversations and shared knowledge I obtain from a business group called the Entrepreneurs Organization in San Diego. The organization provides immense value and learning opportunities from speakers, event meetings, and networking gatherings. My smaller business forum from the organization meets once a month to dive deep into business challenges and obstacles. Shared experiences have helped me make decisions and set direction best for myself, team, and family.  

Who is your business role model? Why?  

I have a group of business role models in the Entrepreneur’s Organization that provide me with immense business advice and value. From the business group that I am a part of, to the mentors who have helped me at the Chairmen’s Roundtable and to my Board of Advisors. Success comes from collaboration and advice from a professional group of like-minded individuals.  

How do you balance work and life? 

This is a constant challenge for me as I have three small children - a one-year-old girl, a six-year-old boy, and an eight-year-old girl. With homeschooling and the shutdown, it has been a bit more challenging to balance. A structured day and routine have helped me get through this time. I wake up every morning a few hours before the kids just to give myself some at-home exercise, a chance to center and make the intent for my day and organize my thoughts. I’ll hold a company Zoom meeting every morning and then it’s homeschool for a few hours. 

I find it very important to try and separate work from home. Sometimes I’ll imagine a waterfall at my front door just washing away all the work stress from the day so that I can be with the kids. It can be hard to completely detach from work, but I try to set aside time for myself and then time for my family. 

What’s your favorite way to decompress? 

Either long beach runs or my Peloton. Working out helps flush away the emotions, fears, and anxiety from the day. A nice movie surrounded by my kids does wonders as well. I’m also super passionate about spirituality and meditation. 

What do you have planned for the next six months? 

I’m very excited for the next six months, as we’ll have the Aquasend Beacon installed in a few farms, and we’re looking to transition marketing strategy to online. We hired a new sales representative for the Aquasend brand and we’ll be moving to a larger building for expected new farm growth. Even though the shutdown separated my team, we’re connected more than ever.  

How can our readers connect with you? 

https://www.linkedin.com/in/kristin-e-7ba4b6b/