By Jordan Woods
If you’ve ever seen a big idea come to life in Fargo and wondered how it all got done, there’s a good chance Anita Hoffarth and Rachel Asleson were behind the scenes. These two co-own Reach Partners, a project management company that specializes in what they call “focused energy.” In other words, they make stuff happen.
Anita, who grew up in Appleton, MN, and Rachel, a near-lifelong Fargo resident, didn’t necessarily dream of becoming project managers. Back in the early 2000s, neither of them even really knew what the job title meant. But that didn’t stop them from building a company that now helps organizations across all sorts of industries, bring their ideas to life.
“We provide focus and energy,” Anita said. “We help people organize around a vision and keep things moving.”
Rachel, who started her career with a degree in education, added, “Project management is a lot like classroom management. You need a plan, you need objectives, and you need to make sure everyone knows what they’re doing, especially when things go sideways.”
From ‘Let’s Try This’ to Business Partners
Anita bought Reach Partners in 2005 after being recruited by her mentor. Rachel joined later, initially to help out temporarily. But the chemistry was undeniable, and soon they made their partnership official. They became co-owners, balancing each other’s skills and becoming what they jokingly call each other’s brains.
“We don’t do ego here,” Rachel said. “We do collaboration. We build structure around ideas and get them over the finish line.”
Their work has included everything from coordinating large-scale events to supporting marketing teams and developing internal strategy processes. At the heart of it all is something deceptively simple: keeping everyone aligned.
“We aren’t usually the visionaries,” Anita said. “We’re the vision keepers.”
What Do They Actually Do?
That’s the question they get asked the most.
“It’s not always easy to explain what project management is,” Rachel said, “until you need it.”
They like to think of themselves as an extension and expansion of a company’s leadership. Teams work on projects to get them done. Reach Partners helps shepherd those projects along, because everyone has great ideas and everyone wants to implement those great ideas. Rachel and Anita provide the structure.
“People don’t always realize how much communication, risk management, and organization it takes to pull something off,” Anita said. “We live in the weeds so our clients can stay focused on the big picture.”
The Challenge of Visibility
One of their biggest challenges? Helping potential clients understand how Reach Partners fits into their world.
“Sometimes people can’t see the value of what we do until they’re in it,” Anita said. “And then it’s like, ‘Oh! Now I get it.'”
That’s why they rely heavily on word of mouth and long-term relationships. Nearly all of their work comes from returning clients or referrals. People leave companies, go elsewhere, and take Reach Partners with them.
“We don’t do a lot of marketing,” Rachel said. “Our growth is organic. But right now, we’re actually in a place where we have capacity, so we’re looking for some new partners.”
Advice for the Project-Minded
Their advice to aspiring entrepreneurs and project managers starts with listening.
“Communication is everything,” Rachel said. “Especially follow-up communication.”
“Be open to possibility. Ask questions. If someone’s doing something that interests you, invite them to coffee,” Anita said. “Fargo is a community where that’s not only possible—it’s encouraged.”
“Be open to possibility. Ask questions. If someone’s doing something that interests you, invite them to coffee,” Anita said. “Fargo is a community where that’s not only possible—it’s encouraged.” supports each other,” Anita said. “You just have to reach out.”
Outside the Office
When they’re not juggling timelines and to-do lists, Anita and Rachel know how to unplug.
Anita is a reader. She’s currently reading “Happily,” a memoir framed through the lens of fairytales. “It’s really beautifully written,” she said.
Rachel is a watercolor and acrylic painter—she even illustrates the artwork for the Reach Partners blog. “I love exploring different mediums,” she said. “It keeps my brain in creative mode, even outside of work.”
The Bottom Line
Anita and Rachel may not have set out to be business owners, but they’ve built something strong and sustainable. They don’t chase the spotlight. They chase results.
“We make ideas real,” Rachel said. “That’s what we do.”
Reach Partners
reachpartnersinc.com
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