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The Weeva System

 Ep 9

System Execution Episode 9: Business Process Reengineering Tools, with Kim Gorsuch

System Execution explores the strategy and system behind today’s successful companies. Systems can make or break a company but here we’ll solve physical, technological, and psychological systems issues by connecting listeners with experts who have overcome these challenges in their business.

Kim Gorsuch is the founder and CEO of Weeva, a crowd-sourced book-building company. Family can submit letters, photos and other printable memorabilia through Weeva’s interface, where the team then stiches together a beautiful coffee table book for the customers.


Gorsuch has a diverse background of launching startups for larger companies and working on growth strategies for established brands. She came up with the idea for Weeva when her father suddenly became ill. Gorsuch’s impulse was to record as many of his stories and preserve what she could of his memory. When family members asked what they could do to help, she asked them to write him a letter.


“When somebody gets a book of fifty love letters, they’re stunned,” Gorsuch said. “And we change lives. People reconsider the relationships. They suddenly see that ‘Oh my gosh. Other people know me. They love me. The see me. And I matter.’”


Weeva’s system is meant to be simple and easy for the consumer to understand. First, Weeva asks for contributors. They structure a few objectives, give advice and guideance to them. Then they fill in the holes of information. Weeva asks them for dates, descriptions, contributor names, etc.


The Weeva team works with the client on how they want to sequence the content but do most of the heavy lifting when it comes to putting the project together. They make it a professional, complete book.


The entire Weeva process is on a platform, which makes the process simple for the Weeva team as well. The platform’s simplicity means fielding fewer customer questions for the team. The platform also sends reminders to the customers instead of the team needing to remind them personally. Weeva uses the chat and email campaign tool, Intercom, to coordinate communications back and forth.

 To contact Kim:

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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.