Small Business Playbook
December 14, 2022

Small Business Playbook

Strategic Planning for 2023

A new year is on the horizon, and with it comes both uncertainty and the potential for opportunity. With inflation continuing to be a top challenge, and a recession looking more and more likely, the CNBC Small Business Playbook virtual summit will provide actionable advice to assist entrepreneurs with strategic planning to navigate a rocky road ahead, while uncovering hidden opportunities to help businesses not just survive, but thrive in 2023.

For CNBC Small Business Playbook editorial coverage, stories and video, visit



Melissa Bradley

Melissa L. Bradley is Founder of 1863 Ventures, a business development program that accelerates New Majority entrepreneurs from high potential to high growth. Melissa serves as General Partner of 1863 Venture Fund, Venture Partner at NextGen Ventures and serves an advisor to Reign Ventures, New Voices Foundation, as well as the Halcyon Fund. She is also a member of the Milken Diversity, Equity and Inclusion in Asset Management Initiative, Goldman Sachs’ One Million Black Women Advisory Council, Launch with GS Advisory Council, Fast Company Executive Board, Square & Forbes Small Business Advisory Team, as well as the Target Accelerators Entrepreneurs Advisory Council. Melissa is the former Co-Chair, National Advisory Council for Innovation and Entrepreneurship and was named one of The Most Entrepreneurial Women Investors in 2018.

Melissa is a professor at the McDonough School of Business at Georgetown University where she teaches impact investing, social entrepreneurship, P2P economies, and innovation. In 2021 she was awarded Peter W. Gonzalez, Jr. Award for Excellence in Adjunct Faculty Teaching. In 2020, Melissa received The Ideas Worth Teaching Award which celebrates exceptional courses that are preparing future business leaders to tackle society’s largest challenges and create a more inclusive, just, and sustainable version of capitalism.

Melissa's educational background includes graduation from Georgetown University in 1989 with a Bachelor of Science degree in Finance from the School of Business, and a Master’s degree in Business Administration in Marketing from American University in 1993.

Steve Case

Steve Case is one of America’s best-known and most accomplished entrepreneurs, and a pioneer in making the Internet part of everyday life.

For the past 15 years, Steve’s focus has been on starting and scaling Revolution, the Washington DC-based investment firm that now backs entrepreneurs at every stage of their development. Revolution Growth has invested nearly $1 billion in growth-stage companies including Sweetgreen, Tempus, Tala, DraftKings, and Clear. Revolution Ventures has backed more than two dozen venture-stage companies, including Framebridge and PolicyGenius. The Rise of the Rest Seed Fund has invested in more than 200 startups in over 100 U.S. cities, in partnership with many of America’s most successful entrepreneurs and investors.

Steve’s entrepreneurial career began in 1985 when he co-founded America Online (AOL). Under Steve’s leadership, AOL became the world’s largest and most valuable Internet company, helping to drive the worldwide adoption of a medium that has transformed business and society. AOL was the first Internet company to go public, and the best performing stocks of the 1990s, delivering a 11,616% return to shareholders. At its peak, nearly half of Internet users in the United States used AOL. In 2000, Steve negotiated the largest merger in business history, bringing together AOL and Time Warner in a transaction that gave AOL shareholders a majority stake in the combined company. To facilitate the merger, Steve agreed to step down as CEO when the merger closed.
Steve’s passion for helping entrepreneurs remains his driving force. Recently named co-chair of the National Advisory Council for Innovation and Entrepreneurship, the Council will advise on the development of a National Entrepreneurship Strategy and continue to support policies that will ensure America’s competitiveness globally. He was the founding chair of the Startup America Partnership— an effort launched at the White House in 2011 to accelerate high-growth entrepreneurship throughout the nation. Steve also was a member of President Obama’s Council on Jobs and Competitiveness, where he chaired the subcommittee on entrepreneurship.

Steve has been a leading voice in shaping government policy on issues related to entrepreneurship, working across the aisle to advance public policies that expand access to capital and talent. He was instrumental in passing the JOBS (Jumpstart Our Business Startups) Act and the Investing in Opportunities Act, and is active in advocating on behalf of immigration reform and legislation that supports and accelerates the emergence of startup ecosystems in rising cities.

Steve also serves as the Chair of the Smithsonian Institution, the world’s largest museum and research complex. In this role, Steve leads the Board of Regents’ efforts to increase the Institution’s reach, impact and relevance.

Steve is also Chairman of the Case Foundation, which he established with his wife Jean in 1997. Together the Cases have invested in hundreds of organizations, initiatives and partnerships with a focus on leveraging the Internet and entrepreneurial approaches to strengthen the social sector.

In 2010, Steve and Jean joined The Giving Pledge, and publicly reaffirmed their commitment to give away the majority of their wealth to philanthropic causes.

Steve is also the author of forthcoming book Rise of the Rest: How Entrepreneurs in Surprising Places are Building the New American Dream as well as New York Times bestselling book The Third Wave: An Entrepreneur’s Vision of the Future. In The Third Wave, Case recounted many of the lessons he learned from building businesses, and outlined the growing importance of place, policy and partnerships.

Steve was born and raised in Hawaii and retains active ties to his home state, but has lived in the Washington D.C. area for more than 30 years.

Nela Richardson

Dr. Nela Richardson is ADP’s Chief Economist and the Co-Head of the ADP Research Institute (ADPRI), where she leads economic research and provides reliable and timely analysis for the public, global and local businesses, and policymakers. Her background and expertise cross many industries, including finance, technology, housing and labor.

In response to the accelerated pace of economic change, Dr. Richardson led the launch of a high-frequency revamp of the renowned ADP® National Employment Report in collaboration with Stanford Digital Economy Lab. Together with her team of researchers, data scientists and financial markets experts, Dr. Richardson drives the Institute’s mission to generate data-driven discoveries about the world of work through research initiatives, such as Pay Insights, Global Workforce View and Women at Work, among others.

In addition to ongoing labor market analysis, Dr. Richardson provides insights on the dynamic shifts of the economy. She is a highly sought speaker and has delivered remarks at global thought leadership events, including the World Economic Forum Annual Conference in Davos. Dr. Richardson is also a regular contributor to top-tier media outlets, including Marketplace from American Public Media. She frequently appears on CNBC, Bloomberg, Fox Business CNN, Yahoo! Finance, The Wall Street Journal, FORTUNE magazine, The New York Times, among others. Dr. Richardson’s MainStreet Macro blog offers insights on how economic conditions affect small businesses, workers and households.

Prior to her work at ADP, Dr. Richardson was Principal and Investment Strategist at Edward Jones, a financial services firm, where she analyzed and interpreted economic trends and financial market conditions and recommended investment strategies. Dr. Richardson previously served as chief economist at Redfin Corp., a national real estate brokerage and technology company, where she led a team of data scientists, economists and writers to track trends in the housing market. She also worked as a senior economist for Bloomberg, L.P., covering housing and financial markets.

Dr. Richardson has held research positions at the Commodity Futures Trading Commission (CFTC), Harvard University’s Joint Center for Housing Studies and Freddie Mac. She also worked as an adjunct finance professor at the Carey School of Business at John Hopkins University. She earned a Ph.D. in economics from the University of Maryland, College Park with concentrations in financial economics, international finance and economic development. Dr. Richardson also attained a master’s degree in economics from the University of Pennsylvania and a bachelor’s degree from Indiana University in Bloomington, where she was a triple major in mathematics, economics and philosophy.

Dr. Richardson serves on the foundation boards for the U.S. Chamber of Commerce and the National Association of Business Economists. She is a member of the Bureau of Economic Analysis (BEA) Advisory Committee and the Conference of Business Economists. She also serves on the National Academies, Sciences, Engineering and Medicine Committee on National Statistics and the Committee on Automation and the U.S. Workforce.

Jimmy Butler

Jimmy Butler of the Miami Heat is a 6-time NBA All-Star and a 2016 Olympic Gold Medalist. Originally from Tomball, Texas, Butler is a 5-time All-Defensive Team selection, and a 4-time All-NBA Team honoree. He is widely regarded as one of the premier players in the NBA. Butler is also the Founder of BIGFACE Brand, a specialty coffee inspired lifestyle brand which originated from his hotel room during the 2020 NBA Bubble. BIGFACE Brand officially launched as a company in 2021, with the brand‘s mission of offering premium coffee products & experiences, while also building a new community around the shared love of specialty coffee.

Judy Treviño

Judy Treviño is a CEO, CFO, Board Member with value creation, investment, audit and financial expertise. Ms. Judy Trevino is a Latina, Bilingual (Spanish), and qualified to serve as an Audit Committee Financial Expert. As a board member on a public board, foundation and nonprofit boards, Mrs. Trevino has served as Vice Chair, Treasurer, and as a member of the Investment, Audit, Executive Compensation, and Nominating Committees. An accomplished and forward-thinking executive and advisor with a proven 20+ year record of success and a career spanning domestic and international organizations. Recognized for a strong work ethic, integrity, results-oriented, and an exceptional communicator. Judy has demonstrated talent for increasing capacity of senior leaders and organizations to achieve critical outcomes. She is experienced in organizational change, negotiating a merger of an adult daycare center and closing a commercial construction organization. Experience with strategic initiatives, audit planning, board governance, and executive recruitment and compensation. Her finance and operations experience range from start-ups to mature organizations for which she helped shape strategy, bond financing, return on investment, profit & loss, and risk management objectives. She has worked and advised a variety of industries, including healthcare, education, banking, construction, transportation, real estate development, foundations, and nonprofits. She is currently working on her Doctor of Business Administration from the University of the Incarnate Word.

Michael Sohn

Supervisory Special Agent (SSA) Michael Sohn leads the FBI Los Angeles Cyber Task Force which is responsible for investigating criminal cyber activity and other high-technology crimes impacting the greater Los Angeles area. His investigative experience includes counterterrorism, nation-state and criminal cyber intrusion matters. Prior to his employment with the FBI, he worked as a Cyber Counterintelligence Officer for the Department of the Army, a Counterterrorism officer for the Defense Intelligence Agency, a consultant at Booz Allen Hamilton and a U.S. Army Officer. Mr. Sohn received a Bachelor of Science in Computer Science from the United States Military Academy, West Point and a Master of Science in Computer Information Systems from Boston University, Boston.

Jill Martin Brooks

Jill Martin is an Emmy Award-winning television personality and New York Times bestselling author. Martin is the Lifestyle Contributor on NBC’s TODAY show known for her wildly popular “Steals and Deals” segments. She also serves as a guest co-host for the 3rd Hour of Today. After writing three fashion self-help books, Jill wanted to create a line of products for women to bring ease, comfort, and accessible elegance into their lives. Jill created a lifestyle brand for QVC that is coveted by the world’s most famous celebrities and adored by women (& men) across the world.

Renee Grimm

Renee Grimm is Senior Vice President of the Retirement Plan Division at Capital Group, home of American Funds, responsible for the northeast RP division. She has 16 years of industry experience, all with Capital Group. She holds a bachelor’s degree in merchandising from the University of Kentucky. She also holds the Certified Investment Management Analyst® designation. Renee is based in Hoboken, N.J.

Steven Wilkins

Steven Wilkins is Senior Vice President and Head of Casualty at Hiscox USA, and a Hiscox Partner. He has been with Hiscox for nine years, and previously served as Senior Vice President of Strategy. Prior to that, he worked in the London office of Hiscox as Head of Data Labs, Head of Underwriting Insight, Strategy Analyst and Catastrophe Modelling Analyst.

Steve obtained a masters degree in mathematics from the University of Bath, and then joined the Hiscox graduate program, where he rotated through several Hiscox departments and roles.

Jen Rogers

Jen Rogers is an award-winning financial reporter and anchor. Most recently, she was the host of The Final Round, Yahoo! Finance’s live daily close-of-market show and Time for Change, its program focused on issues of diversity and social justice in the business world.

Before joining Yahoo! Finance, Jen spent more than a decade in television -- at CNN, MSNBC, and Reuters. She has had a front row seat for the biggest tech and finance stories of our time and has interviewed a who’s who of business leaders, including Warren Buffett and Elon Musk.

Jen is a runner, a reader, and a cancer survivor. She co-founded Comedy vs Cancer, an annual event which raises money for cancer research at Memorial Sloan Kettering Cancer Center, where she also serves on the Patient and Family Advisory Council.

Rhonda Schaffler

Rhonda Schaffler has been reporting on business for NJ Spotlight News since 2016. Previously, she worked as an anchor and reporter for CNN, Reuters and Bloomberg.

Dominic Chu

Dominic Chu is a senior markets correspondent for CNBC, located at the network’s Global Headquarters in Englewood Cliffs, N.J. He appears during CNBC’s Business Day programming and contributes to

Previously, Chu was a New York-based markets correspondent for Bloomberg Television, where he covered the stock, bond, currency and commodities markets. During that time, he interviewed some of the world’s top money managers and business executives, and he also was part of the team that covered Hurricane Sandy and the Boston Marathon bombings. In addition, Chu handled sports business reporting for the network.

Chu brings extensive knowledge of the financial markets, having worked in sales and trading for UBS Investment Bank, mutual fund management for Hennessy Advisors and investment management for Seascape Capital.

He has spoken at numerous industry conferences and was a regular contributor to radio and television outlets across the country.

Chu holds a Bachelor of Science degree in hotel administration from Cornell University.

Sharon Epperson

Sharon Epperson, named one of “12 to Watch in TV News,” can be seen regularly on CNBC television and other media platforms.

As CNBC’s senior personal finance correspondent, Epperson covers the many facets of how people manage, grow and protect their money. Her expertise includes saving and investing for retirement, paying for college, managing mortgage, student loan, credit card and other debt, and building a financial legacy through estate planning.

Preparing your finances for the unexpected is another critical (and personal) aspect of her reporting. In September 2016, Epperson sustained a ruptured brain aneurysm and she nearly lost her life. She has become a staunch advocate for health and wellness issues, raising awareness about brain aneurysms and funding for research. In September 2018, she and her family established “The Sharon Epperson Chair of Research” through the Brain Aneurysm Foundation to provide grants for research on early detection and innovative treatments.

Epperson is a lead contributor to “Invest in You: Ready. Set. Grow.,” a multi-platform financial wellness and education initiative at CNBC in partnership with the micro-investing app Acorns, and developed its companion 8-week learning course and weekly newsletter, “Invest in You: Money 101.” She also contributes to NBC’s TODAY and NBC Nightly News as well as and

Her book, The Big Payoff: 8 Steps Couples Can Take to Make the Most of Their Money-and Live Richly Ever After, was a finalist for the Books for a Better Life Awards, honoring works that have “changed the lives of millions.” She also was a contributing writer for The Experts’ Guide to Doing Things Faster. Her personal finance expertise has been featured in numerous publications, including The Wall Street Journal, The Washington Post, The Boston Globe, USA Weekend, Self, Essence, Ebony and TIME, where she had covered business, culture, social issues and health as a correspondent prior to joining CNBC.

Epperson has numerous industry and civic awards, including the Special Achievement Award from the National Association of Personal Financial Advisors (NAPFA) and the Savvy Inspiration Award from the non-profit, financial empowerment group Savvy Ladies. She won an Alliance for Women in Media’s Gracie Award for Outstanding Online Host for her “Financial Advisor Playbook” video series on She has received the Vanguard Award for her distinguished career in business and personal finance reporting from the National Urban League Guild, and the All-Star Award from the Association of Women in Communications. She also has won awards from the New York Festivals, the New York Association of Black Journalists and the National Association of Black Journalists.

Epperson is committed to improving financial literacy, particularly in underserved communities. She was invited to the White House during President Obama’s administration to speak about financial literacy and to moderate a public meeting of the President’s Advisory Council on Financial Capability at the U.S. Treasury Department. She also speaks frequently at conferences and events for local and national organizations, colleges and universities about many facets of personal finance.

An adjunct professor at Columbia University’s School of International and Public Affairs, Epperson has also taught courses at Columbia’s Graduate School of Journalism. She enjoys teaching the importance of budgeting and building long-term savings as part of her professional development courses for graduate students.

Epperson received her bachelor’s in sociology and government from Harvard University, a master of international affairs degree from Columbia University, and an honorary doctorate from Carlow University in Pittsburgh. A Pittsburgh native, she has also been inducted into the Hall of Fame at Taylor Allderdice High School, her alma mater.

She currently lives with her husband and two children in Westchester County, N.Y.

Frank Holland

Frank Holland is anchor of CNBC’s “Worldwide Exchange” (M-F, 5AM-6AM ET), which broadcasts from CNBC Global Headquarters in Englewood Cliffs, N.J.

He is also a Transports & Tech Correspondent for the network. Holland focuses on reporting and executive interviews for cloud computing, enterprise software and cybersecurity companies in the technology sector as well as trucking, e-commerce and shipping companies in the supply chain sector. Previously, he was a general assignment reporter for CNBC starting in September 2018.

During his time at the network, Holland has covered a wide range of national stories including: the first shipments of the COVID-19 vaccine, the death of George Floyd, Hurricane Ida and the first Kentucky Derby after the pandemic.

Holland also covers Diversity, Equity and Inclusion under CNBC’s Equity and Opportunity brand including the 100th Anniversary of Black Wall Street, diversity in tech and various network specials.

Before joining CNBC, Holland was an anchor and reporter at NBC Boston and WCVB in Boston covering national stories and major local news including the famous “28-3” Patriots Super Bowl victory, The “Texting-Suicide” trial and the Boston Marathon. Holland also enterprise original series and hosted live events, including “Black in Boston”, a weekly business segment and the NBC Education Town Hall in Boston.

Prior to Boston, Holland spent three years as an anchor/reporter at WGN-TV in Chicago, where he covered the presidential inauguration of Barack Obama, the Republican and Democratic national conventions, as well as the National College Football Championship. He also held positions at NBC Affiliate WDIV in Detroit, News 12 in New York, and spent several years in television news in both the Virgin Islands and Alaska.

Holland holds a Master’s Degree in Business Administration from Bentley University and a Bachelor of Arts in Political Science from the University of Pittsburgh. He is a proud member of Kappa Alpha Psi Fraternity, Inc., the Urban League and the National Association of Black Journalists.

Kristina Partsinevelos

Kristina Partsinevelos joined CNBC in May 2021 and serves as the Nasdaq reporter for the network, based at the Nasdaq and CNBC Global Headquarters in Englewood Cliffs, N.J. She covers the Nasdaq, semiconductors, ESG and precious metals, and her reporting appears on television and CNBC’s digital platforms.

Prior to CNBC, Partsinevelos was a business correspondent and economist for three years at the Fox Business Network, covering everything from technology, to the White House, to the Federal Reserve and reporting in the field around New York City during the early days of the COVID-19 pandemic. She also reported from South Carolina in the eye of Hurricane Florence, a category 4 storm, in September 2018.

Prior to that, Partsinevelos worked for Global News in London, BNN Bloomberg (Canada’s Business News Network), CTV News Channel and CBC Edmonton covering the latest financial news, including the retail, tech, and automotive sectors.

She is fluent in French and received her MBA from the University of Oxford’s Saȉd Business School. She also has a master’s in journalism from Carleton University.

Follow Kristina Partsinevelos on Twitter @KristinaParts.

Carl Quintanilla

Carl Quintanilla is co-anchor of CNBC’s “Squawk on the Street” (M-F, 9AM-12PM ET), which broadcasts from Post 9 at the New York Stock Exchange. Previously, he was co-anchor of CNBC’s “TechCheck” and “Squawk Alley.”

Since joining NBCUniversal in 1999, Quintanilla has covered a wide range of stories for both CNBC and NBC News, where he was a New York- and Chicago-based correspondent for “Today” and “NBC Nightly News,” including the Olympic games, presidential elections, and international military conflicts from Israel to Iraq. As part of NBC’s coverage of Hurricane Katrina in 2005, he shared a national Emmy Award, DuPont Award, RTNDA Edward R. Murrow Award and broadcast’s highest honor, Peabody Award.

The one-hour documentaries Quintanilla has reported for CNBC include: “The New High: Extreme Sports,” ”#TwitterRevolution,” “The Costco Craze: Inside the Warehouse Giant,” “BMW: A Driving Obsession,” “Big Mac: Inside the McDonald’s Empire,” “Trash Inc: The Secret Life of Garbage” and “The Money Chase: Inside Harvard Business School.”

Prior to joining NBC, Quintanilla spent six years as a reporter for The Wall Street Journal.

He earned a bachelor’s degree in political science from the University of Colorado.


Economic Outlook: Looking Ahead to 2023

Record high inflation continues to be the number one concern among small business owners, with persistent labor shortages coming in a close second. Is there any relief in sight? We’ll examine what the economy may look like in the year ahead, and why small businesses are still having a hard time finding workers, while larger companies are slowing the pace of hiring.

Nela Richardson, ADP Chief Economist
Interviewer: Kristina Partsinevelos, CNBC Nasdaq Reporter

Watch the full interview

Strategic Planning: How to Recession-Proof Your Business

As the economic landscape continues to act unpredictably, and a recession looking increasingly likely, we’ll discuss the steps you should take now to prepare your business to withstand the headwinds of 2023 and beyond.

Melissa Bradley, 1863 Ventures Managing Partner
Interviewer: Sharon Epperson, CNBC Senior Personal Finance Correspondent

Watch the full interview

Red Alert: How to Avert the Crisis You’re Not Ready For

Just 5% of small business owners consider cybersecurity to be a priority. But the reality is, cyber-attacks pose a significant threat, and the impact can be devastating. We’ll learn how to take the necessary precautions and implement a cybersecurity plan to protect your business and yourself.

Michael Sohn, FBI Supervisory Special Agent
Interviewer: Frank Holland, CNBC General Assignment Reporter

Watch the full interview

Entrepreneur’s Playbook: From Baller to Barista

What started as a simple hobby to pass the time in the 2020 NBA “Covid bubble” has brewed into a full-fledged business for one NBA all-star. He’ll share his story about his journey to becoming an entrepreneur, and his big ambitions for his brand.

Jimmy Butler, Professional Basketball Player, Miami Heat; Founder, BIGFACE Brand
Interviewer: Dom Chu, CNBC Senior Markets Correspondent

Watch the full interview

Strategy Session

Invest in Your Future and Your Employees With a Retirement Plan
Sponsored & Programmed by Capital Group

If you aren’t offering a retirement plan to your employees, you should be. Despite the current bleak economic outlook, small business owners should take the opportunity to strengthen their own long-term financial security and that of their employees by setting up a plan. It may sound daunting, but it’s not. This session will address the benefits to both employer and employees as well as simple ways to get started.

Renee Grimm, Capital Group SVP Retirement Plan Division
Interviewer: Rhonda Schaffler, Business Journalist

Watch the full session


The Most Important Tool You Don’t Think You Need
Sponsored & Programmed by Hiscox

An ever-shifting business climate and the shift to digital has increased the need for every small business, no matter its size, to get properly insured. You may not think your small business needs it, but you are likely wrong. The cost associated with a lawsuit can be business-ending. Add to that Cyber attacks are up 80%, crippling businesses whose online presence is their lifeline. This session will focus on ways to assess a company insurance needs, while addressing the latest risks they face and ways to protect against them.

Steven Wilkins, Hiscox Partner & SVP, Head of Casualty
Interviewer: Jen Rogers, Financial Reporter

Watch the full session

Skill Session: Creating Buzz for Your Business in the New Year

Social media has become a necessity for any business to connect with current and future customers, and maintain a competitive advantage in today’s market. TODAY’S lifestyle and commerce contributor will provide tips and tricks that everyone can use to give their business a boost in 2023.

Jill Martin, TODAY Lifestyle & Commerce Contributor
Interviewer: Tyler Mathisen, CNBC “Power Lunch” Co-Anchor & Vice President, Events Strategy

Watch the full interview

Reasons for Optimism in 2023

After spending the last decade meeting with, and investing in, business owners from around the country, the entrepreneurial pioneer best known for co-founding AOL will discuss why now is the time to reimagine what’s possible.

Steve Case, Revolution Chairman & CEO
Interviewer: Carl Quintanilla, CNBC “Squawk on the Street” Co-Anchor & “TechCheck” Anchor

Watch the full interview


Our experts are here to answer your small business-related questions to help you navigate the challenges of today, and successfully plan for tomorrow.

Judy Treviño, SCORE Board Member
Interviewer: Sharon Epperson, CNBC Senior Personal Finance Correspondent