So, You’re Starting a Small Business?

BY CARRIE MCCONKEY

NOTE FROM THE AUTHOR: With the unimaginable challenges that the Coronavirus Pandemic has wrought around the globe, you may be reluctantly setting aside the thought of starting your small business. I encourage you to think outside the box and identify ways to move forward with your dream. Be it through creating a website from home, writing a business plan, or working on your Social Media brand, you can take proactive (and free) steps toward your future. Some of what you are about to read will be inaccessible during times of social distancing and slow re-opening, but the majority can be controlled by YOU. Go for it, and be fearless! (You’ll soon find out as an entrepreneur you’ll need to practice being fearless anyway!)

Starting a small business is a study in sharp contrasts. One’s emotions and outlook can swing wildly from unbridled joy (This is wonderful! I’m the cleverest person in the world!) to deep despair (Why did I ever do this? Why didn’t someone STOP ME?). In many cases, the emotions may occur just hours apart.

The ups and downs aren’t lessened by choosing a venture within the image industry. During tougher days, we may be patiently explaining (again) what we do, and why it is important. Other days, we may find ourselves soaring from watching a client grow and blossom under our instruction.

The beauty of starting a small business, however, is that the choice is yours: you are not forced to undertake this endeavor. You just want to. And to help you on your journey, let’s examine some timeless principles that will result in fewer days of the slow and anxious grind up the ramp of the roller coaster, and more of the “Wheeeeeeeeee!” moments swooping down.

BE VISIBLE

Many image businesses are home-based, which can be very convenient when it comes to a flexible schedule. But when “going to work” consists of going into the next room, it’s crucial that we make ourselves visible with a strong brand presence. Appear at local events on a weekly basis, both as a speaker and a guest. Consistently appear on social media platforms which best fit your target market.

Fernanda Luchesi, AICI CIC and owner of Imagem Professional & Marketing, reminds us, “Be seen. Go around and make people see you even if it is online. If you are not seen, you are not remembered.” And while doing this, Luchesi advises not to shy away from promoting your skills, abilities, and certifications. Says Luchesi, “Do not be so humble on that part. Remind people.”

THE BEAUTY OF STARTING A SMALL BUSINESS, HOWEVER, IS THAT THE CHOICE IS YOURS: YOU ARE NOT FORCED TO UNDERTAKE THIS ENDEAVOR — YOU JUST WANT TO.

BE A LIFELONG LEARNER

An enthusiastic love for learning is a hallmark of successful professionals. Your business can grow leaps and bounds by attending conferences and educational training opportunities through AICI, and in building relationships with your peers. Nurture those friendships and lean on your fashion industry colleagues for advice and guidance. Luchesi warns not to overlook the markets. Be a listener and observer, adjusting best practices to suit your own niche.

Most important, devote time to your own selfdevelopment. Only when you are happy and healthy in all aspects of your life can you serve your clients best. Luchesi suggests, “Find out ways to really know yourself. How many hours have you really stopped to focus and think only about you, your attitudes, behaviors, wishes, and mindset?”

BE OPEN TO CHANGE

As your business grows, keep an eye on what’s working and what’s not, and don’t be afraid to pivot. If new opportunities arise that sound appealing but aren’t quite in your job description, say yes and figure it out later! If the projects fit your personality, they’ll fit your business. Many of the most successful image consultants in the industry today “evolved” through several phases of their careers.

Eliminate any business practices that are slowing you or your clients down. Sonia Dubey Dewan, AICI CIP and owner of the Indian School of Image Management, describes how a lengthy client questionnaire she was told to use was tiring for her and her clients. “I discontinued using complicated surveys and other traditional forms of data collection”, says Dewan. “Now I have simplified the process, and I teach all my students to use smarter and more efficient techniques to go through the analysis stage.”

EITHER WAY, EACH DAY IS AN EXPERIENCE IN GROWTH AND DETERMINATION. STAY TRUE TO YOURSELF AND BE PROUD OF YOUR ONE-OF-A-KIND SKILL, LIFE EXPERIENCES, AND TALENTS, KNOWING THAT YOU ARE TRANSFERRING YOUR OWN MOTIVATION AND CONFIDENCE TO THOSE AROUND YOU.

BE A BUSINESSPERSON

Image consulting is a profession brimming with creativity, and for that we are fortunate. But just as important as content creation and color analysis is running our businesses as effectively as possible. Luchesi advises being acutely aware of your numbers - your prices, costs, income, growth, and sales. Says Luchesi, “Face your business as a real business.”

Dewan reminds us to embrace the benefits of technology as a small business owner, such as the plethora of free apps available that strengthen her client ties. “I’m better able to track performance and, most importantly, link it back to my services,” Dewan says. “In turn, it helps my clients to see measurable/trackable results.”

DON’T BE AFRAID TO TAKE THE RIDE

Owning a small business can bring thrills and chills, taking you places (both good and not-so-good) you never expected to go. In the field of image consulting, the good can be amazing, and the not-so-good, well, it usually makes for an entertaining story. Either way, each day is an experience in growth and determination. Stay true to yourself and be proud of your one-of-a-kind skill, life experiences, and talents, knowing that you are transferring your own motivation and confidence to those around you. As Dewan states of our unique field, “I believe that if I truly make a difference in one person’s life, it will transpire into many.”

CARRIE MCCONKEY, M.S., has loved the principles of design and color since childhood, sewing clothing for her Barbie dolls and entering a middle school science fair with a booth themed “The Psychology of Color”. After a career that included interior design, bridal gown design, and work in the nonprofit sector in the fields of Career Services and Fundraising, Carrie founded Carrie M. Image & Fashion Consulting based in Knoxville, Tennessee, USA. She now works with individuals and corporations, helping busy professionals increase their confidence and leadership potential through the development of their image. Carrie provides guidance through her “Image Matters” column in the Knoxville News-Sentinel’s Knox.biz business journal, and “Ask Carrie M.” fashion advice column in Knoxville Style Magazine. She also enjoys teaching classes as a non-credit lecturer at The University of Tennessee Knoxville.

MESSAGE FROM THE BOARD

AICI WITH YOU, IN THIS TIME OF UNCERTAINTY

FELLOW MEMBERS AND FRIENDS,

We are undoubtedly living in difficult and unpredictable times during the coronavirus pandemic. I hope this message finds you safe and well and looking after your family, friends and most importantly, yourself.

This new era of social isolation, the inability to congregate together, or to carry on with our plans and duties, has prompted a steep learning curve for all of us in ways that we never thought we could. With many difficult things, however, good things come to fruition. In fact, it brought our community closer and forced us to think outside the box.

We needed to act quickly; we needed to think fast in a different spectrum; and you will be pleased to know that many good things are coming your way. The International Board and I have been working tirelessly to bring many benefits to support you in this difficult time.

Please know that I am here for you and if you need to have a chat, don’t hesitate to send me an email or give me a call. I am here for you.

Your humble servant,

FERIAL YOUAKIM, AICI CIM President

DEAR MEMBERS,

The best we can do right now is to stay home, follow the guidelines and prepare for the future by reading, thinking, planning, resting, and creating new materials. As AICI Board members, we are listening carefully to know what we can do to support our members. Together, we can make things happen.

Thank you,

RIET VLIEGER, AICI CIP Past President

DEAR MEMBERS,

Stay positive and look for new opportunities. This is your chance to learn something new that will benefit your business in the future - whether that is mastering technology, rewriting your website or creating an online service / course. There is so much to do that we never have time to complete in "normal" times, so use this gift of time to nurture yourself, your family, and your business.

Best wishes,

GAIL MORGAN, AICI CIP Secretary

DEAR MEMBERS,

Identify the positives about this situation. Example: I have more clothes to wear because people don’t see fitting issues caused by my variations, or I have time to do the projects that I didn’t have time to do, or it has forced me to be creative or think outside the box.

Thanks,

MARILYN NEEL, AICI CIC Treasurer

DEAR AICI MEMBERS,

I know that this is a difficult time for everyone and I hope everyone will stay safe from this. There is something that I have very much appreciated on these days: being an AICI member and having the time to share my views with many of you. This has helped me think and adopt a positive attitude. We really are a great family.

Best regards and have a nice day,

LILIAN BUSTAMANTE, AICI CIM VP Human Resources

DEAR FRIENDS,

I have learned from my mentor that when something BAD happens, we have three choices:

Let it define you Let it destroy you OR Let it strengthen you.

My decision is always to have it strengthen me. Let's stick together and go through this and get stronger and wiser.

Stay Safe,

ANA CHEONG, VP Certification

DEAR MEMBERS,

I imagine how you are feeling right now. I am concerned as well. What makes me feel better is the knowledge that we have a group such as AICI, that cares about us and that is working on what they can do to support us. It's a time in which each of us will grow as a person and a professional. We will learn a lot about ourselves and our businesses. Sometimes, we need a shake to open our minds, vision and take care of our body and soul. Enjoy this time with your family because it will be over soon. Take care! If you need help, I am all yours!

FÊ LUCHESI AICI CIC VP Marketing

DEAR AICI MEMBERS,

As image consultants, one of our daily tasks is helping people to reinvent themselves. With these unprecedented times and the need to slow down, we have a great opportunity not only to help our clients but also to apply our knowledge to reinvent ourselves personally and professionally. Through this, we can bring out the best in ourselves, and get out of this situation stronger than before.

Please take care and stay safe.

Warm Regards,

ALHELÍ VALERIO, AICI CIC VP Chapters

AICI extends the Benefits "Grace Period*" to 90 Days