Reading a scathing Yelp review of your company can rattle even the most thick-skinned entrepreneur – especially if the criticism seems unfair. But before you take to the keyboard to defend your business’ honor, consider taking some expert advice. “A low review is a great opportunity to find a way to improve your business,” explained Kathy Rappaport, owner of Flash Frozen Photography in Woodland Hills and a Yelp advisory board member. “Maybe something happened, or the business had an ‘off’ day, but take it as a learning moment.” That’s one of many insights she gleaned during Yelp’s 2016 Coast-to-Coast conference, an invitation-only convention of small business owners held annually at the online review platform’s San Francisco headquarters. Rappaport attended as a member of the Advisor Alliance, a panel selected by the company to deliver keynote speeches to the 100 entrepreneurs in attendance. “The goal of the conference is to create a sense of community for small business owners,” she said. “It’s a safe place to talk about things like reviews, such as how to get more of them or respond to bad ones without hurting your reputation.” Rappaport’s presentation, titled “Numbers Don’t Lie,” was a primer on building financial savvy as a business owner. Drawing on knowledge from her previous career as an accountant, she provided an overview on the statistics used to determine sales conversions, optimal pricing and more. “The information was geared toward entrepreneurs without business backgrounds – the ones who just had an idea and went with it,” she said. Other speakers addressed employee management, working with the press and using Yelp to tell a company’s story. In addition to conducting seminars, the Advisor Alliance also met with Yelp management to offer input on the company’s ongoing and future initiatives. Chief Executive Jeremy Stoppelman joined the group for lunch, while Chief Operating Officer Jed Nachman took questions at a town hall-style gathering. Yelp’s past convocations with business-owners have resulted in positive change: Rappaport, who has counseled the company on small business interests since 2014, was involved in the conversations that led to the implementation of a feature that allows businesses to respond to reviewers’ comments. For Rappaport, the most impactful takeaway from the conference was the value of connecting with other small business owners beyond state lines. “I meet with local businesses all the time, and while I can get their take on business nationally, the flavor is different when you’re engaging with people from different markets,” she said. “I’ll use some of the customer tips from my competitors – colleagues is a better word – in the Yelp community to provide even better service.” – Helen Floersh