Jess Shanahan is the ultimate definition of a female boss. At the age of just 30, she’s run magazines, edited several blogs, ran a successful racing team and – to top it all off – created a brand that is going from strength to strength.
Racing Mentor is a tool that is designed to help people from all backgrounds of motorsport. Whether you’re a budding PR or wanting help with sponsorship, Jess draws on her own experience to deliver you results.
Having gone from writing books at a very young age for fun, Jess now has a work of her very own published.
“I wanted to give drivers a more well-rounded view on what it takes to get sponsorship,” Jess tells Females in Motorsport. “It’s not just about sending a really pretty proposal document to a business that‘s relevant to what you’re into; it’s about building a profile for yourself and creating a status as an influencer.”
‘Get Paid To Race’ is the one-stop guide to become the best marketable racing driver you can become.
“The books starts by showing a driver how to build their profile – mainly by using social media and press coverage,” Jess says. “It then helps you to establish your niche and explains how to develop that. The book then goes into how to identify your sponsors and how to pitch to them.
“It also looks at how to maintain a sponsor, so you can hold onto them so they grow with you. The whole idea is to build such a big brand for yourself so companies eventually come to you.”
With all of her experience working in motorsport media, Jess understands the importance of getting the sponsorship process right. It’s not just about sending a well-designed proposal document; you have to build a reputable brand for yourself.
“When you take that proposal document to someone, they already know who you are, they’re already rooting for you, and they already think that you can do great things for their business,” Jess says. “It’s about teaching racing drivers the same business skills they may use if they were trying to sell a product.”
Racing Mentor was founded just over two years ago with one goal in mind: to help people become the most successful versions of themselves. It all started when Jess was running Turn Eight Racing. She had drivers approaching her asking if she could help them source sponsorship. Having found success for a few people, Jess realised that she couldn’t help everyone.
“I set out to create something that would help more people and teach them the business skills needed for them to pick up that sponsorship,” Jess says. “I just want to have more people think like businesses, get sponsorship, and get on track.”
As Racing Mentor blossoms, Jess has ambitions to run another racing team in the future.
“I want to maybe dip into that in 2019, and then do something bigger the following year,” she says. “I have a big vision of running a multi-car race team where I can subsidise talented drivers with the sponsorship that I’ve brought in and teach them to do the same.
“When they get to the level of where they need to bring in big sponsorship, they’re able to do that. It needs to be a process of the driver looking for sponsorship – however large – and I want the team to be able to do that.”
Jess understands that this is a big project but knows that it could be very successful.
“In the first instance, it would be at a grassroots level to test the concept and bring some sponsorship onboard,” she explains. “From there, we can maybe gain a Racing Mentor foothold higher up the ladder and keep on climbing. It’ll definitely be a progression rather than an all at once thing. I love the idea of the drivers progressing through the ranks and teaching them as they go.”
And the championship she’d like to run a team in? Well, the Citroen C1 series has caught her attention.
“The grids are massive and the cars are cool,” she says. “The Mazda championships generate good racing too. The next year coming is going to be a big research year with me working out what works best with my audience and the drivers.”
Jess is also very knowledgeable when it comes to social media. She’s utilised her own expertise to make sure people in the industry are making the most out of the likes of Twitter.
“You need to get excited about using social media,” Jess says. “So if you only have time for one, then make the most of it and maximise your activity. If a driver knows that their target market is based on Twitter, then you should try there. It all depends on what works for you and how you can utilise each platform.”
While it may sound daunting at first, motorsport is renowned for being a tough industry. That’s why Jess thinks that you should never give up on your dreams.
“Motorsport is an incredibly competitive world, although there are avenues out there that people don’t necessarily look at,” she says. “If there’s a series you want to aim for, never give up and never let anyone tell you no.”
Whatever the future holds, Jess just wants to keep on reading the success stories that have happened.
“It’s amazing that the book is helping people and I can’t wait to see what happens next,” Jess says. “I started this because I wanted to see people succeed. I want to share my knowledge to help people. It’s lovely that I’ve been able to turn it into a business, but the best thing is reading the feedback.”
You can buy the book here.