Home Posts tagged Stand Out Truck

Mychal Connolly

By
Class of 2025

CEO, Stand Out Truck

A Passionate Marketer and Mentor, He’s Helping to Raise Up Other Entrepreneurs

Mychal Connolly believes in entrepreneurship, but he also believes in learning and mentorship and absorbing the examples of success stories before him.

That’s why he’s fond of talking about the influences in his own life, like Yankee Candle founder Mike Kittredge, Vermont Teddy Bear founder John Sortino, Jelly Belly founder David Klein, and many others.

“I say this all the time: if you ever had the chance to speak to Mike Kittredge, you would know really quickly that it wasn’t about the candles when he sold for $500 million,” Connolly said. “You’ll know Mike Kittredge could have sold used chewing gum, and it would have been a $500 million used chewing-gum company. I loved that guy, man. And John Sortino’s the same way.”

But while he’s learned lessons about ideas, marketing, selling, and growing a business from those famous names, he’s also drawn inspiration from his adoptive father, Harry Connolly, who owned a pest-control business in their native Bahamas.

“I remember one night, the hotel that he was spraying forgot he was coming,” he said, and they left guard dogs roaming free — and Harry was badly hurt. “It was like a horror scene — there was blood everywhere. And you know, this man, the next night, was out spraying the homes he had lined up for that day. That made a serious impact on me.”

Connolly has gathered all these lessons — on hard work, dedication, innovation, and more — and applied them during an entrepreneurial career that actually began at age 9, when he would take some of the candy his grandmother brought back from trips to Florida and sell it to classmates in school.

But his first real business, launched in 2008, was Stinky Cakes, which offered practical gifts to new parents, most notably cakes shaped from diapers. As a result of his early success in business and marketing, he was asked to do some teaching, guest lecturing, and mentoring of young entrepreneurs by groups like Valley Venture Mentors and EforAll Holyoke.

One course was called the “100 Grand Plan,” which, as that name suggests, explains how to make one’s first $100,000. Among the keys to doing so, and one that is often overlooked, is marketing.

These efforts led to the creation of the Launch and Stand Out Agency, which is where Connolly learned about non-traditional advertising — including mobile, digital billboards, which became the basis of his current business, Stand Out Truck, which will celebrate five years in business on March 9.

That’s right. He started a very public-facing business on March 9, 2000.

“I never got to run my year-one business plan,” he recalled. “My year-one business plan was to completely figure out the owner-operator model. But on March 13, the world shut down.”

Which meant 2020, dominated by COVID, was a time of navigating challenges, pivoting, and putting into action all the lessons he had learned about business and marketing from the Kittredges and Sortinos of the world. He made sure he started out with enough capital to withstand some very soft months, and he found some creative avenues for his traveling billboard, like graduation messages for students whose ceremonies had been canceled.

Since that start, the company has steadily built a base of hundreds of clients, from local businesses to large, national brands, and even, in one case, President Biden, when he was pitching what would become the Bipartisan Infrastructure Law. And Connolly is planning to expand as well, possibly with a third truck and a larger team.

“Mike Kittredge could have sold used chewing gum, and it would have been a $500 million used chewing-gum company. I loved that guy, man.”

Meanwhile, he continues to mentor young people, most notably his son, Mychal Connolly Jr., — known to most as Mikey — who has been busy building his own first enterprise, Realistic CEO.

In short, Connolly Sr. has not only been an example of entrepreneurship, he’s helping others follow that path as well, benefiting not only their own careers and families, but the region’s economy. That’s the impact of an unconventional, charismatic, inspiring Difference Maker.

 

Realistic Plans

It’s also, as noted, the impact of a father on his oldest son’s entrepreneurial dreams.

The two of them co-authored a motivational book titled I Am a CEO. Realistic CEO after a high-school teacher told Mikey during a class project that his goal of becoming a CEO was, well, unrealistic. The book, illustrated by local artist DeAndra Roy, aims to inspire people to chase their dreams, no matter the odds.

Mychal Connolly’s son, Mychal Connolly Jr. (left),

Mychal Connolly’s son, Mychal Connolly Jr. (left), has been influencing young people through his Realistic CEO enterprise.

Mikey also launched the Realistic CEO Podcast, a platform where he interviews successful business owners, CEOs, founders, presidents, executives, and community leaders. Coincidentally, two of his early guests were members of the Difference Makers class of 2025 — John Doleva and Dan Moriarty.

As he studies communication and journalism at Holyoke Community College — he made the dean’s list last semester while running his podcast and public-speaking business — Mikey is honing his skills in those fields through real-world experience, while teaching others what he learns about becoming a CEO.

“It’s definitely exciting,” he said. “A teacher who started following me on Instagram said she bought the book and she read to her class. Then she posted that one of her students already wants to start a nail-salon business. I thought it was kind of cool that, simply by reading my story, the teacher was able to see the vision of her student wanting to start her own nail salon.”

Connolly loves seeing his son work for his dreams — which currently involves a goal of distributing 500,000 copies of the book over the next five years and taking his inspirational message to young people on a much wider stage than Western Mass. — and knowing he can provide an example of successful entrepreneurship from his own life.

“When I think back to Stinky Cakes and all the things I wish I knew then, I’m able to tell him,” he said. “But I say to him, ‘dude, I can open doors for you, but I’m never walking through the door for you.’”

One recent initiative is a one-for-one program where anytime someone purchases a copy, Mikey donates one to a kid in a low- to moderate-income community or book desert.

“When I meet someone, I don’t see someone who is maxed out. When I’m talking to my clients, I’m not talking to them where they are today. I live in the future. So I’m sitting at the top of the mountain enjoying a coffee or tea with them at them being their best, at their peak. And that’s what I do for myself every day.”

“So his business model is that, after he does the 500,000 copies and makes an impact in so many communities, he’s going to be booked to speak all around the world on how to create an impact as a youth,” Connolly said. “And he really wants to make an impact. He wants to be an example. He wants young people — and older people — around the country to look at him and go, ‘man, you know what, you’re right, I can do this right now. And it doesn’t matter if someone says it’s unrealistic — I have a plan, and I can do this, just like the kid in the book.’”

Family support is important to Connolly, who often talks about the influence of his wife, Adrienne, in his life.

“A lot of people see the wins, and they go, ‘oh, man, Myke’s doing great.’ But in business, sometimes it’s days, weeks, months where everything’s going wrong. And in those times, she’s the glue. From Stinky Cakes to the agency to Stand Out Truck, when it’s going wrong, she’s the glue. She’s the reason I’m able to do a lot of what I do.”

That said, the successes are real.

“I’m very good at marketing, and we get some massive clients. To be able to serve them with my business, it’s a great thing,” he told BusinessWest. “I’ve built a pretty strong team of designers, writers, videographers, all these pieces that you need to run a successful marketing campaign.”

He stressed that his Launch and Stand Out Agency performs the necessary work in the background so his clients can shine up front.

“My son is one of my clients at the agency, and a big reason for so much of what he’s doing out there is because of the Launch and Stand Out Agency. He’s the rock star, and we quietly do the work behind the scenes from a marketing and advertising standpoint.”

Mychal Connolly has taken Stand Out Truck to clients both within and well outside this region.

Mychal Connolly has taken Stand Out Truck to clients both within and well outside this region.
Photo by Bob Zemba, Simple Truth Imaging

One thing his famous mentors — Kittredge, Sortino, and Klein — taught Connolly is that marketing is, at its heart, a simple thing. So he keeps it simple when delivering lessons through Marketing and Cupcakes, his long-time entrepreneurship networking and mentorship program.

“I love entrepreneurship, man. I believe in entrepreneurs. Like, I believe in people,” he said, before adding, “I believe in kind people. And, like I always tell people, in a world of 8 billion, you’d be hard-pressed to find 1 billion just straight evil people. I think the majority of people in the world are really good people. And I love serving people.”

 

King of His World

Connolly’s handle on social media is standouttruckking — a bold decision, which he humbly explained.

“Some people are like, ‘you call yourself a king?’ And I go, ‘listen, the king is the greatest servant amongst the community. The people choose their king. Just because you have nice clothes and nice jewelry, that don’t make you a king. The king is a servant — the biggest servant in the community. And I believe in serving.”

And promoting clients in any way he can, including telling their stories right on his website through essays and photos. He’s a believer in their success, and he understands their struggles.

“I’ve been climbing these steps for so long, and every time I get to next step, it plateaus, and I feel like I’m not good enough or I don’t know anything,” he said. “But it’s not in a negative, self-defeating way — it’s like, ‘no, no, no, now it’s time to level up.’

“I don’t see people as they are; I see people at max potential,” he added. “So when I meet someone, I don’t see someone who is maxed out. When I’m talking to my clients, I’m not talking to them where they are today. I live in the future. So I’m sitting at the top of the mountain enjoying a coffee or tea with them at them being their best, at their peak. And that’s what I do for myself every day. Even the days when I don’t want to do it.”

“I can be having the worst day ever, but I can’t live in that space,” Connolly added. “That’s a skill you develop because I think everybody deals with the negativity, bad days, and you could turn it into impostor syndrome and curl up in a ball, or you could say, ‘well, here’s an opportunity to level up.’ There’s real value in communicating that to people, because everyone needs that.”

Even a Difference Maker.

Myke Connolly Excels at Getting the Message Across

By
Myke Connolly is a serial entrepreneur who has always understood — and always preached — the power of marketing.
Cover Story

Standing Out in His Field

Myke Connolly is a serial entrepreneur who has always understood — and always preached — the power of marketing.

Myke Connolly is a serial entrepreneur who has always understood — and always preached — the power of marketing.

Myke Connolly, known to some as Mr. Stinky Cakes, is a serial entrepreneur who has always understood — and always preached — the power of marketing. His latest venture is a business that brings that message to light, figuratively but also quite literally. Stand Out Truck has now attracted clients ranging from parents of high-school graduates to the local shop to President Biden — or at least one of his marketing teams. The goal is to make this a national brand, and he’s well down that road.

Myke Connolly says the e-mail found its way into his inbox around 2 that Monday afternoon.

The firm handling some marketing and promotion work for the Biden administration wanted to know if Connolly and his team at Stand Out Truck could have one of his vehicles — pickup trucks outfitted to carry digital wording and imaging — in New Hampshire the next day to present a message promoting the president’s Build Back Better plan of action.

The quick answer, as it almost always is with such inquiries, was ‘yes.’

By early that evening, the message “Better Roads. Better Bridges. Better Jobs. — Brought to you by Joe Biden” — complete with a picture of the 46th president — had been readied, and before dawn the next morning, a crew was on its way to the Granite State.

“We spent some time in Manchester, then we went to Woodstock, where the president spoke in front of that bridge, and then we went back to Manchester, and then back to Springfield — it was an eight-hour campaign,” he noted, adding that, other than the name on the account, this was much like most of his gigs to date.

The assignment from the Biden camp gives Connolly and Stand Out Truck (SOT) a new and impressive top line for its growing list of clients, and a new example of how quickly the company can respond to client needs and present a message to an intended audience.

And since this serial entrepreneur known to some as ‘Mr. Stinky Cakes’ launched this venture just as the pandemic was arriving in this region (more on that later), there have been all kinds of messages — and all kinds of audiences.

In that first category, there’s been everything from birthday wishes and congratulations to a high-school or college graduate to last-minute messages from political candidates; from invites to a pitch contest to welcome messages from a bank with a new branch in the neighborhood. The audiences, meanwhile, have ranged from families to groups attending a VFW-sponsored car show to cities and counties, as in New Hampshire.

Stand Out Truck landed a high-profile assignment helping President Biden promote his Build Back Better plan.

Stand Out Truck landed a high-profile assignment helping President Biden promote his Build Back Better plan.

And while the concept is gathering speed, as well as clients, Connolly believes he’s just getting started. Indeed, while he has one eye on the present and his two trucks on the road, his other is on the future and prospects for taking the business to the regional and even national levels, with perhaps licensing options (there’s already one of those in place) and franchising.

“The goal is to build a national brand — eventually, I want to take my company public,” he said, adding that he’s building for the long term and striving for steady growth.

Meanwhile, Connolly, 39, lives by what he encourages his clients to do — aggressively marketing his business. He said the Biden camp found him not by accident, but because he’s visible and always promoting what he does. And he advises businesses — and those politicians — to do the same; indeed, Stand Out Truck is an offshoot, or expansion, of a marketing business he started called Launch and Stand Out Agency. That’s the same title he put on a book he wrote in 2013.

“We make ourselves so visible and so accessible, we have some high-profile people that reach out to us all the time,” he explained, he said, adding that his business model is all about getting a message across — figuratively, but, in the case of his trucks, also quite literally.

“The goal is to build a national brand — eventually, I want to take my company public.”

And this new venture is the culmination of three decades (yes, he started when he was in grammar school) of being in business and marketing himself and his products and services.

“I always tell people … it’s not the truck,” he said. “It’s everything behind it; that’s why it works.”

For this issue, BusinessWest talked at length with Connolly about his latest venture, a lifetime (almost) of entrepreneurship, and how, in his words, he’s marketing “in slow motion.”

 

Seeing His Name in Lights

Connolly’s relatively new mailing address is a small suite in the Venture X complex — a co-working space — in Holyoke. Along one wall of that space is a collection of more than 100 photos of his Stand Out Trucks in action.

The wall is almost entirely full, and these framed images speak to just how far this venture has come in almost two years. And as he talked, Connolly kept gesturing … to the Biden assignment. To his message to an employee enjoying a birthday — “his phone was ringing all day because people were seeing the truck.” To at least a half-dozen political candidates and their messages. To several corporate clients with various messages. To high-school graduates … the list goes on.

One wall of Myke Connolly’s space at Venture X

One wall of Myke Connolly’s space at Venture X is covered by photos of his Stand Out Trucks in action.

The road to filling that wall has been a long one, with a number of twists and turns.

As noted earlier, Connolly is a serial entrepreneur. He’s been in business and marketing, and also studying business and marketing, to some extent since he was 9.

Connolly grew up in the Bahamas and spent a lot of his time with his stepfather, who owned a pest-control business. He remembers a lot about those days, but especially what he saw on the coffee tables and TVs of clients, especially the wealthy ones. The coffee tables boasted business magazines, and the TVs had shows with the stock-market crawler at the bottom.

“I would go home and watch the TV show with the ticker,” he recalled. “I understood nothing, but I knew enough to know that all these successful people were doing the same thing — and watching that ticker — so there had to be something to that.”

While watching, he did a lot of reading and learned about successful entrepreneurs like Yankee Candle founder Mike Kittredge, Vermont Teddy Bear founder John Sortino, and many others — stories he said he could understand as a young person and draw inspiration from.

When, in 2008, he started his first business, Stinky Cakes, which offered practical gifts to new parents such as cakes shaped from diapers (hence the name), he would call on Kittredge, Sortino, and some of the others to talk about marketing, brand building, and much more.

“In month two, they started canceling graduations. So I said, ‘forget about selling ad space to businesses … I’m just going to go celebrate all these kids that I know.’ I turned it into a graduation truck.”

“These guys were in my phone; when I had questions, I would call them,” he told BusinessWest. “And that’s why I encourage kids today to read and to learn about entrepreneurs, and to reach out to them; truly successful people always want to find a way to help.”

As for marketing, Connolly says he’s been doing that since he was 9, when he would take some of the candy his grandmother would bring back from trips to Florida and sell it to classmates in school.

“I had flavors, like Jolly Ranchers, that the school store didn’t have,” he explained. “I didn’t know it was marketing at the time, but I started giving the candy to kids in my class. That’s how simple marketing is — showing people that would buy what you have that you have what they want.”

As a result of his success in business and marketing, Connolly was asked to do some teaching, guest lecturing, and mentoring of young entrepreneurs by groups like Valley Venture Mentors and EforAll Holyoke.

He focuses heavily on building credit, creating solid cash flow, and sound money management. “If you don’t know how to manage your money, none of this will ever work,” he said. “I say, ‘you can be making $1 million a year, but it you’re spending $1.5 million … then you’re in big trouble.’”

One course he’s taught is called the “100 Grand Plan,” which, as that name suggests, advises those taking it on how to make their first $100,000. Among the keys to doing so, and one that is often overlooked, is marketing.

“In order to make money, you have to understand marketing, but no matter how much we laid it out and taught them, some of them just didn’t get it,” he told BusinessWest. “So some of them started asking me to do their marketing for them.”

This led to the creation of the Launch and Stand Out agency, he went on, adding that one of his clients wanted to feature children on billboards across the country and hired him to do some of the buying of space on those boards.

This experience prompted him to want become part of what’s known as the ‘out-of-home’ advertising business, and, specifically, digital billboards — in this case, ones that move.

“I had a group of really intelligent engineers put together the truck … and we just started,” he said, joking that he could have bought two Ferraris for what he spent on the trucks and the related equipment.

 

The Road to Success

A big component of any business venture is timing, said Connolly, adding that, with Stand Out Truck, his was awful. For the most part, anyway.

He launched on March 9, 2020, a carefully chosen date that coincides with the death (in 1997) of rapper Biggie Smalls. Unfortunately, it also coincided with the arrival of COVID-19. Indeed, just as he was putting his trucks on the road, the state and most all businesses were shutting down, and people across the region were hunkering down.

Myke Connolly’s clients run the gamut

Myke Connolly’s clients run the gamut from local organizations to national brands.

It was a tough time to start, but Connelly, again practicing what he preaches — in lectures to college students, advice to young entrepreneurs, and also in the book he wrote called Launch and Stand Out — made sure he started out with enough capital to withstand what he expected would be a few soft months of getting his name and product out and building up the business.

Business turned out to even softer than he anticipated. But he was helped by some of those connections he made teaching and lecturing in area colleges.

“In month two, they started canceling graduations,” he recalled. “So I said, ‘forget about selling ad space to businesses … I’m just going to go celebrate all these kids that I know.’ I turned it into a graduation truck.”

Elaborating, he said he essentially covered half the cost of hiring one of his trucks to celebrate a graduate himself, charging the rest to families looking for a unique way to honor a son or daughter not able to walk across a stage to pick up a diploma.

“I made it super affordable,” he recalled. “Kids were being celebrated on the truck for $75, and that included photography, editing the photos, everything; we gave them something really special. We probably did more than 500 of those.”

Since that adventurous start, the company has been steadily building its client base, which now includes everything from the local pizza shop to national brands (Texas Roadhouse, for example) to the president, and the goal is the same with all of them — to help get the message out, but in a unique and somewhat powerful way.

The concept caught the attention of PeoplesBank, which first used one of Connolly’s trucks to drive applications to the EforAll Holyoke class last spring. The bank used the company for its own business for the opening of a branch in West Hartford, hiring SOT to generate awareness around the banking-center location prior to its official opening, and also to appear at the grand-opening party and a nearby ‘build day’ undertaken in conjunction with Habitat for Humanity in Hartford.

“Mychal is a ‘hustler’ in the very best sense of the word,” said Matt Bannister, senior vice president of Marketing and Corporate Responsibility for the bank. “He has endless energy and enthusiasm, tremendous work ethic, and a strong focus on getting results for his customers. The SOT allows us to bring our message to places it might not ordinarily reach, and the quality of the images on the truck is a good representation of the brand.”

Moving forward, Connolly, who now boasts a team of 10, including designers, drivers, and those managing the equipment, wants to earn more testimonials like that. With them, he believes his goal of taking the company national — and eventually going public — are perhaps within reach.

“Some people think we’re a guy with a truck. We’re not — we’re a startup, and we’re looking to build the right way,” he said, adding that, while there are digital billboards in virtually every market, his concept is relatively unique. Meanwhile, he brings strong marketing experience to the table that can help clients create a strategy, not merely a message on wheels.

“I’m not just a guy with a truck — I’ve been doing marketing since I was 9 years old,” he went on. “I love marketing, and I respect the craft of marketing, and I love giving that to my clients. It’s not just about putting a picture on a truck and driving around.”

 

To a Higher Gear

In addition to all those framed pictures of his trucks in action, Connolly’s office also sports a small sign that serves to inform and inspire both his students and himself.

It features numbers breaking down what $1 million a year in revenue equates to, as in … $83,333 a month, $19,230 a week, and $2,739 a day. There’s then a poignant tagline: ‘Dreams Don’t Work Unless You Do.’

Connolly has lived by that credo all his life, and Stand Out Truck is the latest example. He doesn’t know where he can go with this concept, but he’s allowing himself to think, and dream, big.

That’s the message he drives home to his students and mentees, and now … well, he’s driving home all kinds of messages. And, in doing so, writing another stirring chapter in the book that is his life.

 

George O’Brien can be reached at [email protected]

Entrepreneur Mychal Connolly Takes Suicide-prevention Message to the Streets

By
Daily News

SPRINGFIELD — Mychal Connolly’s connection to the subject of suicide is all too personal.

“I was talking with my friend Nate about ways to teach our kids about entrepreneurship,” he explained. “He had moved to Florida with his family and was back for a visit. We were talking about his business and how it was doing well. I was taking my family to Florida on vacation soon and thought we could connect, but with my family focused on theme parks, it never happened.”

After he got home, Connolly saw a post on Facebook alluding to a friend who had died, but it wasn’t clear who. When he reached out to learn more, he received a shock: Nate had taken his own life, in front of his wife.

“Nate was a quiet guy who stayed to himself, but that was his personality,” Connolly recalled. “His friends knew that about him. I knew that. There were no signs he was going through anything difficult in his life. Nothing suggested there was any issue troubling him. He left a wife and three kids.”

Now Connolly, in partnership with MHA and the Pioneer Valley Coalition for Suicide Prevention, is taking a message to the streets: suicide is preventable when people start talking. The message is getting out via Stand Out Truck, a business Connolly created that uses a mobile, digital messaging platform built into a truck that drives wherever a message can make the most impact.

“Our friends at the Pioneer Valley Coalition for Suicide Prevention made a grant to cover half of the cost of the campaign, and Stand Out Truck offered a discount,” said Kimberley Lee, MHA’s vice president of Resource Development & Branding. “All three organizations are working together to get the message out that suicide is preventable, continuing through the second week in October.”

Connolly explained that “Stand Out Truck takes the message directly to the streets where people in motor vehicles, on the sidewalk, or out in their yards can see it. I’ve known Kim Lee for several years, and MHA does a lot to aid suicide prevention, so Kim and I connected to see how we could work together specifically for Suicide Prevention Month. Short story, we made it happen.”

Stand Out Truck is uniquely mobile and, frankly, hard to miss, Lee added. “Silence breeds stigma, and we must take every opportunity to encourage each other to talk about how we’re feeling emotionally and raise awareness about resources for suicide prevention. Stand Out Truck is delivering our message throughout the Pioneer Valley: Springfield, Agawam, West Springfield, Westfield, Tolland, Huntington, Chicopee, Holyoke, South Hadley, East Longmeadow, Longmeadow, Wilbraham, Hampden, Monson, Ludlow, Palmer, Brimfield, and more. It’s traveling daytime hours as well as evening, which is great because the truck is brightly illuminated; it really draws attention after dark.”

Connolly stressed that this issue hits home for him. “Having a conversation with someone may encourage them to talk some more, get some help, and realize life is worth living.”

Stand Out Truck, in business since March, provides mobile digital messaging for business promotions, graduations, birthdays, anniversaries, and a wide variety of activities and events. What makes it unique is taking a mobile message directly to the community, instead of hoping members of the community happen to pass a fixed billboard and notice a message. That’s especially critical with a message this timely and important, Connolly said.

“People see the truck and say, ‘wow, what’s that’” he noted. “It’s just not something you see every day, a billboard driving by with a message. We use a GPS system that highlights busier routes, and we travel those. We also travel predictable high-traffic routes and times, such as during the morning and evening rush. If the one person who needs to see the message sees it, or if a friend or family member sees it, then it’s made an impact.”

It’s important to reach people who aren’t feeling quite right before they start to feel that killing themselves is their only option,” said Sara Kendall, vice president of Clinical Operations for MHA.

“Through BestLife, MHA’s outpatient center for emotional health and wellness, people who are anxious, depressed, afraid, or at risk of hurting themselves can talk with someone who cares, who listens, and who can help connect them with supports to help them start feeling better,” she added. “BestLife opened right here in Springfield in 2019, and in a little over a year, we have had conversations with more than 500 individuals in this community — people ready to start talking about their anxiety, their depression, their fears … even their thoughts of suicide. And let me be frank: COVID has certainly not helped with any of those things. More than ever, people are feeling distressed, isolated, frustrated and confused.

“So, we invite members of the community to join us for a conversation,” she went on. “Whether that conversation happens in person, with appropriate social distancing, or whether it happens virtually using MHA’s TeleWell app to connect interested persons with a licensed MHA counselor, we are ready to start talking. We are ready to listen. We are ready to help save lives by helping people live their best life.”