Invisible String Theory
- Makenna Cabrera
- 5 days ago
- 4 min read
The Story Behind Our Business Merger
When you live in a small town, your life is often surrounded by cases of the “invisible string” theory.
For those who haven’t analyzed the lyrics of Taylor Swift’s "invisible string”, the invisible string theory is a concept that suggests significant people will eventually find their way to one another, no matter the circumstances, often through a series of coincidences.
The merging of Beecroft Marketing & Entirely Bonkers Media Co is one of those stories.
Five years ago, in April of 2020, I was working at the local coffee shop in town.
While most of the country was in lockdown, caffeine was considered a necessary service. This was fantastic news for me, someone who desperately wanted a reason to speak to any new face.
It was a warm spring morning & the snow was already melting. A rarity in Minnesota, but a blessing for the coffee shop that had now implemented an outdoor ordering service.
The ring camera for the ordering window chimed to let me know someone was approaching & I headed to the back window.
As the lady and her friend approached, I noticed she was visibly upset. She ordered her coffee with tears in her eyes as she explained to her friend that her son was high-risk and could potentially have COVID.
I quickly whipped up her coffee, paid for the drink myself, and handed it to her.
She tried to refuse my offer, but I told her that it was the least I could do.
Two years later, in the summer of 2022, the lady from the coffee shop and I met again.
I had recently graduated college and was doing everything I could to get my dream of running my own business off the ground.
While working at the same co-working spot, we were finally formally introduced.
The organization that she was president of, White Bear Lake Main Street Inc, was hiring a social media manager. She remembered me from the coffee shop, encouraged me to apply for the position, & advocated for the organization to hire me.
White Bear Lake Main Street Inc became one of my first clients.
Within the first year of having Main Street as a client and working alongside Lisa, she hired me to create content for White Bear Lake’s summer festival, Marketfest, which she managed.
Throughout the next two years Lisa and I developed an incredible business partnership as well as a friendship.
She acted as a business mentor whenever I was struggling with how to take the next step forward. I dove into teaching her Instagram stories & Instagram reels, alongside helping with any social media recommendations for her clients.
We even bonded over escaping our hectic lives through silly romantasy novels.
In the Winter of 2024, Lisa decided to retire from running her business to take an incredible job opportunity at the University of Minnesota. While she let many of her event clients go, she decided to continue working with her web service clients part-time.
This past fall Lisa and I began the project of my own rebrand and rebuilding my website.
Throughout our meetings, we caught up on life, shared book recommendations, and eventually landed on the topic of her website clients.
She was ready to move on from the business owner lifestyle, but didn’t want to completely disconnect from freelance work in the community.
After a handful more conversations, we had our first draft of what our business merger would look like.
Entirely Bonkers Media Co would now offer full-service social media management alongside full web services. It would continue to be a company that stands firm in its values of helping community-rooted businesses find simple and sustainable solutions to market themselves digitally.
While Beecroft Marketing’s website clients have now transitioned over to Entirely Bonkers Media Co, they are still working alongside Lisa as she takes on the role of Head Web Strategist at Entirely Bonkers Media Co.
We are both so excited to be launching this next chapter of Entirely Bonkers Media Co together!
AND just to drive the invisible string theory home. Entirely Bonkers Media Co is named after an Alice in Wonderland quote:
“You’re entirely bonkers, but I’ll tell you a secret… all the best people are.”
There are echoes of Alice in Wonderland throughout my branding, given the story's significance in my life. Most of the significance of that story came from a performance in 2016 that I did at 13 years old… 4 years before my first encounter with Lisa.
But Lisa attended that performance, not realizing that the lead in that show would go on to become her future business partner.
So whether you call it “White Bear small world” or invisible string theory, we’re glad to share that this merger is real life proof of it.
To learn more about Entirely Bonkers Media Co's expanded services, visit our Pricing Page.