the Creative Compass by Chelsea Cornett

the creative COM PAS S a tool for starting your creative business

CHELSEA CORNETT

â&#x20AC;&#x153;A l mo s t ever y succes s ful p e r so n beg i ns w i th two bel i e fs: t he f u t u re can be better than t he p resen t, and I have the p ower to make i t so.â&#x20AC;? - Da v id Brook s

Welcome to the Creative Compass! If youâ&#x20AC;&#x2122;ve been thinking about starting a creative business for yourself, picking up this book is the first step in the right direction. The Creative Compass is designed to help you turn your creative passion into your livelihood! You will journey through the most important steps in starting a creative business, and bridge the gap between having an idea and turning it into a reality. This book will motivate, inspire, teach, direct, and keep you accountable as you go through this process! Sometimes you just need a little direction to get you started towards your goals - and the Creative Compass is just that.

YOUR ROAD

to success IS NOW

UNDER CONSTRUCTION

contents 165

8 INTERVIEWS

l ea r n f ro m t he pro s

130 CHAPTER ONE

se l f evalu at i on

145 CHAPTER TWO

g oal se t t i ng

CHAPTER THREE resea rc h

183 CHAPTER FOUR b rand develo p ment

209 CHAPTER FIVE mar ket i ng

231 CHAPTER SIX bu siness p la n & finances

learn from the pros Before you start, itâ&#x20AC;&#x2122;s helpful to see how other entrepreneurs have gone through this same process that you are about to journey into. Check out these ten personal interviews from creative women around the country who have gone from scratch to success. They have shared their best tips, tricks, and advice for new entrepreneurs like you. Get inspired!

INTERVIEW CONTENTS

HIBRID

Courtney Shelton - 10

W I N K W I N K PA P E R CO

Holley Maher - 22

N O R A G R A Y OLIVERâ&#x20AC;&#x2122;S TWIST L A FA M I L I A G R E E N

Staci Huey - 38

Kristyn Davidson - 50

PA P E R PA N D U H T H E W I N D M I L L PA P E R B O U T I Q U E

Mollie Green - 60 Emma Maricris - 70 Sarah Gluchacki - 82

N A T A L I E K U N K E L P H O T O G R A P H Y

Natalie Kunkel- 7

S Y C A M O R E S T R E E T P R E S S

Eva Jorgensen - 110

O H M Y D E E R H A N D M A D E S Chelsea Petaja - 120

HIBRID Courtney Shelton

Established in 2014, HIBRID is a design space with a passion for a variety of design fields, including Handlettering, Fashion, Interior Design, Illustration, DIY projects and more. HIBRID is run by Courtney Shelton, currently residing in Kansas City, Missouri.

A G E : 27 E D U C AT I O N A L B AC KG R O U N D : B.F.A.: Interior Design, M.A.: Graphic Design W H E N D I D Y O U S T A R T Y O U R B U S I N E S S ? 2014 10

HIBRID - Courtney Shelton

Q : H OW D I D YO U R E A L I Z E YO U H A D A PA S S I O N F O R W H AT YO U D O ? A: When I couldn’t stop doing it. I could sit down for hours and hours on end and letter and have no idea how much time had passed by. When you get that lost in something, you know 100% that it’s meant for you. Q: WHERE DID YOU LEARN YOUR SKILLS? A: Most of it I have learned by doing. I’ve had to study letters, practice writing them almost everyday, and stay patient in allowing myself to grow and evolve. Q : H O W D I D YO U G A I N C O N TAC T S A N D S P R E A D T H E WORD ABOUT YOUR BUSINESS? A: Having a blog, and some sort of way to publish your work on the internet is a huge necessity when it comes to getting your work noticed and gaining project work. Once you have that, you just have to give it some time and let your contacts form. When you get one, another comes along, and you get a new audience from them, and the next, and so on and so on.

Q : W H AT S T E P S D I D YO U TA K E TO G E T P E O P L E TO B U Y YO U R P R O D U C T S A N D F E AT U R E T H E M I N STORES? A: When youâ&#x20AC;&#x2122;re truly passionate about something, you bleed it. People can see how much you love it, and in return they love it just as much. So just by posting and sharing my work, people and brands reached out to me to collaborate together! Q : W H AT I S T H E B E S T PA R T A N D W O R S T PA R T O F W H AT YO U D O ? A: I am a designer, which obviously means I LOVE to design! I love the act of creating with my hands and getting lost in the creative process, but when you are the only person running things, you have to become a jack of all trades. Since I love the design side so much, it is frustrating for me sometimes when I have to spend time on something more business/strategy based just because itâ&#x20AC;&#x2122;s not as fun and creatively engaging for me. BUT it is necessary :) Q : W H AT W O R K G O E S I N TO E A C H D AY AT H I B R I D ? A: Everyday is different. One day I could be designing someones logo or lettering for a new collection, and the next I could be dealing with how to resolve technical issues on my website. Although, one thing that never changes is my passion and effort to continuing to grow HIBRID. What can I do next? How can I improve this? What happens if I do this next? 13

HIBRID - Courtney Shelton

Q: WHERE DO YOU FIND I N S P I R AT I O N ? A: From everywhere! Hahaha! I get it from Pinterest, Instagram, other blogs, web articles, books, nature, and listening to other people talk are a few of the main ones. Q : W H AT W O R K G O E S I N TO E A C H D AY AT HIBRID? A: Everyday is different. One day I could be designing someone’s logo or lettering for a new collection, and the next I could be dealing with how to resolve technical issues on my website. Although, one thing that never changes is my passion and effort with continuing to grow HIBRID. What can I do next? How can I improve this? What happens if I do this next?

Q : W H AT A R E A F E W R E WA R D I N G T H I N G S ABOUT RUNNING YOUR OWN BUSINESS? A: I of course could not be where I am without the love and support of my clients, family, and friends. But one of the most rewarding things is that I have created all of this by myself, which is pretty amazing to think about. It might not be huge, but I’ve come a great way in the amount of time that has passed which I am very proud of. I’m also highly conceptual when it comes to the design process, and I feel so fortunate to have gotten to work with some unique brands and people who have such a great creative purpose and great story to tell.

HIBRID - Courtney Shelton

Q: FOR THOSE WHO D O N ’ T H AV E A B U S I N E S S B AC KG R O U N D, W H AT ’ S T H E B E S T WAY TO L E A R N T H AT S I D E O F I T ? A: Ask questions and research! Read books, find blogs, look at what others are doing, and ask them questions. There are tons of brands and blogs out there who specialize in providing content to help guide you on aspects that are more business related. (P.S. The Nectar Collective is a great one to start with!) Q: HOW DID YOU FIGURE OUT HOW TO PRODUCE YOUR PRODUCTS? A: Some things are pretty easy to figure out and find just by googling, and others take a little bit more research and digging. I’ve always appreciated the helping hand that other designers have given me when

I contact them asking a simple question. So, simply just ASK if you don’t know! Q : W H AT WA S T H E PROCESS YOU WENT T H R O U G H TO S TA R T HIBRID? A. When I first got the idea in my head that I wanted to start it, I was SO EXCITED! I immediately wanted it figured out, complete, and up live on the internet but we all know that is highly unrealistic, so I planned. These steps were all sort of happening at the same time. 1. I needed to concept a name for myself (and not just using my first and last name) 2. I needed a blog design 3. I needed to research other blogs 4. And I needed to research and learn what all is necessary for running a blog and website.

HIBRID - Courtney Shelton

Q: HOW DID YOU GET FUNDING TO LAUNCH YOUR BUSINESS? A: I love design, and ever since being in art school, I’ve learned that design supplies are expensive, and a lot of times, it has to come from your own pocket. So everything needed to make HIBRID a reality came from my individual earnings that I put aside. If you really love something, spending the money (within reason) to make it come to life doesn’t matter. It’s 100% worth it to me. Q : W H AT W E R E S O M E D I F F I C U LT I E S Y O U H A D W H E N F I R S T S TA R T I N G O U T ? A: A lot of times in the beginning you don’t know if you should do something or not. Should I design this print? Should I take on this client? Should I sell this? What do I do next? And the answer is: You just have to do it and find out. You might fail, you might succeed, but there’s no way to know unless you try! A struggle that I had and still have sometimes is physical space. I don’t have a big studio with lots of room and I wish I did! Q : H O W D O YO U S TAY M OT I VAT E D A N D D I S C I P L I N E D WHEN YOU ARE YOUR OWN BOSS? A: Most of my motivation and discipline is driven by my passion. Almost all of the HIBRID work I do doesn’t feel like work to me. I love doing it, and when you have the love, the motivation and discipline naturally come along with it. There are times when I get tired, and get worn out, and when that happens, I know that I just need to give myself a little a break and disconnect. 19

HIBRID - Courtney Shelton

Q: HOW DOES ONE S TA N D O U T A N D B E DIFFERENT IN THE C R E AT I V E F I E L D ? A: It’s important to look at the work that others are doing, and thats how we get our inspiration sometimes, but focusing on putting your own personal touch and twist on something you see or experience is how I think you stand out and express your own individual style. Q: HOW LONG DID IT TA K E U N T I L YO U R B U S I N E S S R E A L LY TOOK OFF AND B E C A M E P R O F I TA B L E ? A: There are still some areas where HIBRID needs to grow, but after about 6-8 months of the blog launching, opportunities, clients, and relationships began to form.

Q: WHERE DO YOU SEE YOUR BUSINESS GOING IN THE FUTURE? A: I have SO MANY ideas in my head! I’d love for it to one day be a physical store/studio/multi-creative space, but that’s a pretty big dream haha! So for now, I see HIBRID as a brand that wants to be able to collaborate with all types of brands (that meet each others core design styles) and in a variety of design fields, while also establishing a core of just HIBRID brand product. I see it in home decor, paper boutiques, magazine covers, business storefront signage, weddings, etc.

C O U R T N E Y S H E LT O N ’ S

tips for success! • Just START. Make lists, concept company names, research... anything. Just do something to help stay on top your goal of starting a brand. • Decide what your mission or goal is. It can be as specific as “I want to market and sell my ceramic work,” or as general as “I just want a place to serve as my creative outlet.” • Start a website/blog. Something where you are being showcased online. If you aren’t on the internet, people won’t ever find you. • Talk with other people about your ideas. Opinions from others are important and help you get out of your own head sometimes, but always remember to go back to your gut. This is your idea, your business, and it should all reflect you and what you want. • Don’t be scared! Especially if you are younger. Younger designers a lot of times seem to think that because they’re young, they “can’t” do something or they’re apprehensive about doing it. 21

W I N K W I N K PA P E R CO Holley Maher

Wink Wink creates paper goods and one-of-a-kind fiber designs that are made with passion, joy, and the utmost attention to detail. Fueled by founder and lead designer Holley Maherâ&#x20AC;&#x2122;s sense of humor and unique design aesthetic, the company first introduced itself as Wink Wink Paper Co. in April of 2015. A G E : 29 E D U C A T I O N A L B A C K G R O U N D : Degree in Commercial Vocal Performance with an emphasis in Music Business from Belmont University. I have no formal training in Graphic Design, although I did study under the lead designer at InPop Records for about a year. Y E A R C O M P A N Y S T A R T E D : April of 2015, but had been working in freelance design since 2004 or â&#x20AC;&#x2DC;05. 22

W I N K W I N K PA P E R CO - H o l l e y M a h e r

Q : H OW D I D YO U R E A L I Z E YO U H A D A PA S S I O N F O R W H AT YO U D O ? A: Owning a greeting card company combines my artistic talents, sense of humor and business savvy. When I started, I was inspired by the small stationery companies that were springing up. I was really happy to find something that incorporated all of my strengths. I was happy to realize that my calling was to be a greeting card designer. It happened gradually and kind of accidentally, for the most part. I was a Music Business student, and in order to fulfill the “business” part of my course requirements, I needed 2 years of an internship. I visited the internship fair at school, and to be honest, was completely bored by it. Most of the people there were unengaging, and likely bored themselves. The idea of spending two years answering phones at a publishing company seemed like a nightmare. There was one booth, though, that was full of “cool” twenty-somethings, hanging out, laughing, generally NOT looking like they hated their jobs. So, I went and talked to them. They were looking for a management intern and a graphic design intern. I had no experience in graphic design at all (like, I didn’t realize that PhotoShop was an actual program, I just thought that’s what people called it when they doctored photos), but I went to the interview prepared to apply for both positions. At the end of my interview, I handed them my sketchbooks, pointed out that I didn’t suck at art, and asked if their designer might be willing to take me on

despite my lack of software knowledge. So, that’s kind of what happened. It started out as a way to avoid a boring internship, then evolved into an opportunity to maybe make some pocket change while pursuing music, and then became something I genuinely enjoyed. Q: WHERE DID YOU LEARN THE SKILLS YOU USE NOW? A: I learned a LOT about the basics of Photoshop at my internship at InPop, and for years, that was the only program I used. The rest, I learned from asking friends, or from YouTube. I learn a lot via the internet. I recently just taught myself how to use InDesign via YouTube tutorials, and two weeks later, sent my first coloring book to print. I’ve only taken one design-related course that I use today, and that was a calligraphy class that a friend of mine taught. What I learned there, I eventually ended up applying to my brush lettering technique. Q : W H E R E D O YO U F I N D I N S P I R AT I O N ? A: Other artists, books, movies... I get a lot of funny quotes from conversations with my friends. A lot of ideas spring from other designers’ ideas. It’s never copying, but it’s more like admiring someone else’s general idea or stylistic technique and thinking either “I could improve upon this joke, or this product idea” or “I’d like to try applying this design technique to my own style.”

W I N K W I N K PA P E R CO - H o l l e y M a h e r

Q: FOR THOSE WHO D O N ’ T H AV E A B U S I N E S S B AC KG R O U N D, W H AT ’ S T H E B E S T WAY TO L E A R N T H AT S I D E O F I T ? A: Online! When I started my stationery company, I knew literally nothing about creating stationery. I didn’t know what the standard sizes were, where to order my envelopes and packaging, how to get my designs into stores, what a trade show was... I didn’t even really understand the idea of a healthy profit margin. So, I started Google searching every question I had. I bought a notebook, and I filled the entire thing with notes from my online research. I tabbed it, color-coded, and organized it by category (business tips, other designers to look to for inspiration, my original ideas for cards, etc.). I referred to that notebook all the time during my first several months in business.

Q: HOW DO YOU GAIN C O N TAC T S A N D S P R E A D THE WORD ABOUT YOUR BUSINESS? A: I have a pretty decent grasp of online marketing and social media. I spent a summer in Silicon Valley interning for an internet startup company where I learned about Search Engine Optimization (basically, how to move your website up in Google search results so that you’re as easy to find as possible.) I also worked at an Artist Management company, during and after college, doing graphic design and social media for recording artists. I’m also a singer/ songwriter myself and have at least a certain amount of recognition because of that, and of course, I’d been working in freelance design for years already. So, I suppose in some ways, I had a leg-up in that I already had an audience. But the best tool in

W I N K W I N K PA P E R CO - H o l l e y M a h e r

growing Wink Wink has been Instagram, by far. We spend a lot of time working to make ourselves known through social media. Q: HOW DOES ONE S TA N D O U T A N D B E DIFFERENT IN THE C R E AT I V E F I E L D ? A: There’s no perfect answer to this question. The thing that makes someone stand out in their field is very individual. Anna Bond of Rifle Paper Co. became successful because she painted intricate and (at the time) unique-looking floral designs. Garance Doré is successful because of her elegant style and fashion illustrations. So, I think it’s very important to be yourself. In a market like stationery, where the most successful designers spend their time intricately painting flower wreaths with sweet sayings on them, catering to a broad (read: conservative) market, I knew that wasn’t me. Nothing wrong with

it, it just doesn’t speak to me. Perhaps I’d be more successful if I created art that was more universally palatable. But, I don’t want a card with flowers and quotes on it -- not for everyone. I want a card that’s going to make me and whomever I give it to laugh their ass off. So, I make cards that are sometimes sweet, but a lot of time, they’ve got attitude. It’s just my style. Q : W H AT I S A R E WA R D I N G THING ABOUT RUNNING YOUR OWN BUSINESS? I absolutely hated (with a passion) the two or so years that I spent working a desk job. I couldn’t focus, I didn’t put my all into it, and I was genuinely miserable. I’m just not the kind of person that could ever give my all to something that isn’t all mine.

Q : W H AT A R E T H E B E S T A N D WO R S T PA RT S O F W H AT YO U D O ? A: Probably the same thing: that it’s not my full-time gig. It’s great because I enjoy splitting my time between this and my main career in music. Design offers me a different form of artistic expression, and doing both keeps me from becoming burnt out on either thing. It’s also the worst because I’m splitting my time and money between two careers. If I were to focus on one thing, I can guarantee that either music or design would be that much more successful. Double edged-sword, I guess. Q : W H AT W O R K G O E S I N TO E A C H D AY AT W I N K W I N K ?

buyer in town. I like to post to Instagram at least once, sometimes twice a day, so if I don’t have a few images already cued up in VSCO, I snap something new or PhotoShop a staged scene to post online at some point during the day. If necessary, I’ll update some banners on the website, promote new products, etc. I like to keep the website changing as often as possible. I think of it as our “store window,” and I like for people to see something new whenever they visit. Then, there’s usually some long-term project on my mind that I tackle -- either a new product, an update of a collection for an upcoming holiday, or, like now, working on designing and photographing our new wholesale catalog.

A: I come in on Tuesdays and Thursday, most of the time, and start by packaging and shipping any orders. Sometimes, I’ll send someone out to hand-deliver a wholesale order to a

W I N K W I N K PA P E R CO - H o l l e y M a h e r

Q : W H AT WA S T H E P R O C E S S YO U W E N T T H R O U G H TO S TA R T W I N K W I N K ? A: Like I mentioned earlier, I started with a LOT of research. I mean, months of research before I even started designing cards. I had to make certain that I didn’t spend all this time designing a collection that I couldn’t afford to create or support. So, I had to look up things like industry standard retail prices. Then, I had to find a manufacturer that could make them cheaply enough that I’d have a good profit margin. I watched talks online by other stationery designers detailing how they started their businesses. I created (and failed to stick to) a budget for myself. All of that happened before I let myself get too far down the rabbit hole, as I tend to do. It saved me from several pitfalls, I’m sure. It would have been terrible to create an entire line and then realize that I’d done something massively wrong. It didn’t save me from every mistake, to be sure, but it helped. Q : W H AT I S A R E WA R D I N G T H I N G A B O U T R U N N I N G YOUR OWN BUSINESS? I absolutely hated -- with a passion -- the two or so years that I spent working a desk job. I couldn’t focus, I didn’t put my all into it, and I was genuinely miserable. I’m just not the kind of person that could ever give my all to something that isn’t all mine. Q: HOW DID YOU GET THE FUNDING TO LAUNCH YOUR BUSINESS? A: I paid for it myself, with earnings from my music career. 31

W I N K W I N K PA P E R CO - H o l l e y M a h e r

Q : W H AT W E R E A F E W S E T B A C K S O R D I F F I C U LT I E S YOU HAD? A: It was a lot more expensive than I expected it to be! I also don’t have too much discipline with money, especially when I’m funding something I’m passionate about. If I were to start again, I might be more conservative about spending when we were first getting started, but I also think that we were able to advance more quickly because we came out of the gate so strongly. Q : H O W LO N G D I D I T TA K E B E F O R E YO U R B U S I N E S S TOOK OFF? A: We are only in our first year of business, and are just approaching profitability. They say not to expect a business to turn a profit before a year and a half or two. After that point, you should re-analyze and consider cutting the cord, or rethinking your strategy, at least. Q: DESCRIBE YOUR DESIGN PROCESS. A: I usually start with a tag line for the card, and then conceptualize what the imagery should be from there (if there is any; some of my cards are just hand lettered). I don’t usually sketch anything out anymore, I just begin lettering or drawing. I then scan it in to my computer and design the card digitally there. Usually, if I’m adding color, that’s done in AI. I don’t normally have the patience for hand-painting with gouache or watercolor unless I have to (mixing colors is such a pain, and they never scan or print accurately anyway), but I sometimes will if the idea calls for it.

Q : W H AT S T E P S D I D YO U TA K E TO G E T P E O P L E TO B U Y YO U R P R O D U C T S A N D / O R F E AT U R E T H E M I N STORES? A: I stalked the lists of stockists that other card designers posted on their websites, and reached out to the ones that I thought would be the best fits for my brand. This didn’t have astounding results, as most people don’t respond well to cold emails -- especially in a business like retail buying, which can be a little bit closed-door to outsiders. But I got our first accounts this way. I also put together a physical sample pack and hand-delivered them to dozens of stores in my area. Again, mixed results, but I got much better response than I did with the emails. I also strategically reached out to people on Instagram. I wouldn’t necessarily send a message like “I think my cards would look amazing in your shop,” but I would strategically engage with their pages to get them to notice me. I’d ‘like’ a few photos all in a row, and then leave a message on one. Something like “Wow, this place is my DREAM shop!” or, “Greeting card heaven! Must visit!” Then, they’d see 3-4 notifications from Wink Wink Paper Co. in their feed, and sometimes they’d check me out. Sometimes, that would also lead to a new wholesale account. (The best way to garner attention in stationery, though, is through trade shows, but there’s no way in hell I’m dropping $10k on that.)

W I N K W I N K PA P E R CO - H o l l e y M a h e r

Q: HOW DO YOU PRODUCE YOUR PRODUCTS? A: Some of the cards and art prints we print in the studio (usually, designs that don’t feature much color, as my studio printer isn’t able to capture ultra-bright colors or pastels very well). The rest are printed by several different manufacturers, depending on the product. Everything is packaged and shipped from our workshop in Germantown. Q : W H O I S O N E A RT I S T/ D E S I G N E R T H AT I N S P I R E S YOU, AND WHY? A: My work is nothing like theirs, nor could it be if I tried, but I’m incredibly inspired by Charles & Raye Eames (actually, Raye more so than Charles, even.) Their style was so distinct and unique that it set the tone for two decades of design, in almost every field imaginable. They were prolific 34

creators, they understood their own value, and they were unhindered by the style of their day. Instead of seeing what was successful and matching it, they redefined the tastes of an entire generation. Q: WHERE DO YOU SEE YOUR BUSINESS GOING IN THE FUTURE? A: For me, this has always been a side/passion project of mine, so I’m not looking for world dominance, here. I’m ok with the fact that we’re growing slowly, but making huge strides for such a young business. Soon, we present to huge national and international retailers like Urban Outfitters and Anthropologie. I would love to have one or two large stocklists like that, and I’d love to see my designs in boutiques around the world

HOLLEY MAHER’S

Spending so many years running my freelance business really helped me discover what I liked and what I didn’t like. Many different kinds of projects came across my desk, and especially in the beginning, I was saying “yes” to pretty much all of them. I realized that I find painting watercolor flowers pretty tedious through working on a million wedding invitations. I enjoyed the painting process, but it took a very long time, and if my clients didn’t like it, I sometimes had to start over, or spend hours painstakingly tweaking the flowers to match the precise shade of pink of the bridesmaids’ dresses. I like wedding invitation design, but I realized that painting wasn‘t really my thing. I was never going to be the kind of designer who hand-paints every single thing. Freelance can be an excellent way to discover your likes, dislikes, strengths, and weaknesses, because you’ll be asked to do all kinds of projects, from corporate logo design, to custom lettering projects, photo retouching, band posters, tour t-shirts, vending machine and vehicles wraps, websites, commissioned artwork, chalkboard menus at weddings... You name it, I’ve done it. I’d suggest trying as much as possible. And, of course, never copy. Be inspired, reimagine, examine, learn from. But don’t copy.

“

tips for success!

N O R A G R AY Staci Huey

“We are a trio of thrifters, bargain hunters, salvagers, trendsetters, and free spirits who are happiest when we’re busy creating something.” “Nora Gray is a place where all the things we love come together: our eponymous line of baby blankets, moccasins and infinity scarves, our custom-built furniture pieces, and a bevy of women and children’s clothing and gift items. Everything we feature is either made in the USA by us, by fellow artisans and makers or supports a good cause. “

Nora Gray - Staci Huey

Q : H OW D I D YO U R E A L I Z E YO U H A D A PA S S I O N F O R W H AT YO U D O ? A: I’ve always been a creative person since I was a little kid. I knew I had a love for decorating and houses from a young age because when we’d take family road trips the different home always fascinated me. My childhood bedroom was always being rearranged and redecorated. I believe I redid the room completely 4 different times before I moved out. Q : H O W D I D YO U R E A L I Z E T H AT YO U WA N T E D TO S TA R T A B U S I N E S S O U T O F YO U R PA S S I O N ? A: Running my own business was never my first thought on my dream job. I knew since high school I wanted to go to school for Interior Design because it really was the only thing that interested me. My love for business started to develop when I was 16 when started working in various retail establishments around our downtown area. After I graduated I headed off to college for Interior Design but continued to work in various retail shops in my hometown. Q: WHERE DID YOU LEARN YOUR SKILLS? A. After College, I landed an Interior Design position at a local furniture store and began my dream. It wasn’t until a few short years into the position that I realized it wasn’t exactly what I was craving. It was confusing to me because I thought that was what I wanted! Deep down I realized I wanted to be my own boss and be able to make the decisions and choices & that’s

where Nora Gray entered the picture. So from the age of 16-27 the time spent working around different business taught me so many different skills that I use today. It wasn’t until I turned 28 that I realized my plan and made it happen! However, without working at those establishments, Nora Gray would not be an option today. me on despite my lack of software knowledge. So, that’s kind of what happened. It started out as a way to avoid a boring internship, then evolved into an opportunity to maybe make some pocket change while pursuing music, and then became something I genuinely enjoyed. Q : H O W D O YO U G A I N C O N TAC T S A N D S P R E A D T H E WORD ABOUT YOUR BUSINESS? A: When I first got started with my company I would attend trade shows, local craft fairs, or farmers markets. I’d go to anything that would get my name out there to the public. Through those shows I realized that “word of mouth” is the best type of genuine marketing! Treat your customers well and they will do the work for you. I try to develop relationships with many of my customers. As those relationships develop, you’d be surprised what leads and connections continue to develop. As well as “Word of Mouth”, our biggest marketing tools is, hands down, Social Media. We use Facebook, Pinterest, & Instagram on a daily basis. We also try to email updates to customers monthly. Our website has been a great tool as well. It’s a great place for people to learn about our company and what we’re all about.

Nora Gray - Staci Huey

Q: HOW DOES ONE S TA N D O U T A N B E DIFFERENT IN THE C R E AT I V E F I E L D ? A: How does one stand out and be different in the creative field? Be true to yourself. If you have a passion about something and you stay true to your passion/design/style, you will stand out. People notice “different”. In high school I fit in but always felt my creative skills were on a different level as others. As I got older it was a lot of fun to develop those skills more and use them to stand out and create something cool for my community. For instance, one way we stand out is that we are a “American Made” Shop. 90% of our items are USA made products from small makers. Q : W H AT A R E A F E W R E WA R D I N G T H I N G S A B O U T RUNNING YOUR OWN BUSINESS?

A: The biggest reward is hearing that people love my shop! I love to hear that people are grateful that I’ve brought something to our small hometown. It’s also personally rewarding to have accomplished something I love to do. Q : W H AT A R E S O M E WAY S YO U M A R K E T E D YO U R S E L F F I R S T S TA R TI N G O U T, V E R S U S N OW ? A: Social Media was the beginning of everything! I also worked really hard to attend lots of craft shows. I’d pass out information to as many people as I could and try to spread the word about my products to anyone I could. Now, I have my store that brings customers on its on! I still attend shows, but do not have to focus as heavily in that area anymore. I not focus more on the store and getting customers in the door.

Nora Gray - Staci Huey

Q : W H AT S T E P S D I D YO U TA K E TO G E T P E O P L E TO BUY YOUR PRODUCTS A N D F E AT U R E T H E M I N STORES? A: To get our personal products featured in stores we used Etsy Wholesale. I also used personal connections as well. I do not focus so much on the wholesale end of retail right now, but am focusing more on my own store and selling the products I carry. As far as getting the products to sell, knowing the trends is very important! If you cannot narrow down what your target market is, you will have problems selling your items. Once we’ve decided what we are going to carry we heavily promote it to get the word out. We use social media, word of mouth, giveaways, etc. – Anything to get people talking about the products.

Q : W H AT I S T H E B E S T PA RT A N D WO R S T PA RT O F W H AT YO U D O ? A: The best part of my job is being my own boss, being able to be creative and put what I love into the store. I truly believe the store is what you make of it and what hard work you put into it. The worst part of the job is the bookwork! I’ve learned to embrace it, but the amount of work that goes into the back end of the store isn’t realized until you are the one in charge of it! Q: HOW DID YOU GET FUNDING TO LAUNCH YOUR BUSINESS? A: I went through a local bank in our hometown for a business loan and start up costs. I also got some help from family.

Nora Gray - Staci Huey

Q : W H AT W E R E T H E S T E P S YO U TO O K TO S TA R T N O R A G R AY ? A: It began on Etsy. I started the company with a friend as an outlet for our sewing projects. We started making adult & children’s infinity scarves, kid’s moccasins & head wraps. We attending shows and it really took off! We never really thought it would develop into anything it is today. For two years we did the craft show thing, and then we finally went our separate ways. I took over Nora Gray completely and pushed forward to develop it into a storefont Q : W H AT W E R E A F E W S E T B A C K S O R D I F F I C U LT I E S Y O U H A D I N S TA R T I N G N O R A G R AY ? A: Starting up seemed easy. I have a handy husband that was able to do any repairs I needed, I am the creative force behind the business, I have a sister who works with me full time and is super helpful, and the funding came pretty easy. I think the biggest challenge comes after you’re open! You’ve got bills to pay and need to keep inventory stocked and fresh. The biggest challenge is finding that happy medium between ordering/bill paying and keeping everything budgeted. I cannot predict what kind of day we will have and many times the weather plays a huge roll! The unknown is the scariest part, but the only thing you can do is keep pushing on and prepping your business to be prepared for anything! I’m still learning as I go today!

Q : H O W D O YO U S TAY M OT I VAT E D A N D DISCIPLINED WHEN YOU ARE YOUR OWN BOSS? A: I think that part is pretty easy. When I come to work there are things to do and I know if I don’t get them done then that is on me. I also think that if you’re passionate and determine about growing your business you’ll stay focused. If you have a hard time staying focused, then running a business may not be for you. I also think it’d important to try to separate your personal life from your business life. When I go home I try to not think about the business and focus on what is happening there. I’ve found if I bring it home, I get burnt out easily. I’m finding a happy medium this year! Q : W H AT A R E T H E S T E P S YO U TO O K TO F I G U R E O U T HOW TO PRODUCE YOUR PRODUCTS? A: Right now I make everything. That’s the reason why I have not gotten heavily into wholesale. I am a big believer in small business and small makers. Now that I have the shop, making my products and running the business is a little too much. I have not dove into finding a way to make that work for me really well yet. I’d love to learn more about how other companies are making this work for them

Nora Gray - Staci Huey

Q : W H E R E D O YO U F I N D I N S P I R AT I O N ? A: I get inspiration from lots of things! I love the small maker world. When you really dive into it you find so many talented individuals that are all willing to help each other. Small Makers are very passionate about handmade products and it’s a wonderful community to be involved with. Q : F O R T H O S E W H O D O N ’ T H AV E A B U S I N E S S B AC K G R O U N D, W H AT A R E T H E B E S T WAY S TO L E A R N T H AT SIDE OF IT? A: I do not have a business background at all. I’m 100% self taught! Ask lots of questions! Work for a company that may allow you to learn how their process works. I’d also suggest teaming up with a great accountant who will help you with any questions you may have. Q : W H AT W O R K G O E S I N TO E A C H D AY AT N O R A G R AY ? A: Let’s see…when we get to Nora Gray we start off the day by getting everything ready for customers to come in, we fill orders from the previous night or weekend for shipment, and prep for the day. Many of times we split up our tasks between the three of us. One of us may be doing paperwork, the other focusing on the floor and customers and the third doing marketing. We also paint furniture in the shop, so we are usually working on a new piece each day or pricing items for the floors. Each day can be a little different, but that’s what makes it fun! 48

S TAC I H U E Y ’ S

If you’re truly passionate about what you’re wanting to do, then do it! If you’re unsure of where to begin, find someone who has done it and ask questions. I still ask people questions today! If you do not know the answer, there is someone out there who can help & don’t be afraid to ask for it. I’d also advise you to think a lot about where you want your business to begin and how you think it may grow in the upcoming years.

“

tips for success!

OLIVERâ&#x20AC;&#x2122;S TWIST Kristyn Davidson

Oliverâ&#x20AC;&#x2122;s Twist, created by Kristyn Davidson and her mother, Becky Oliver, is a paper & gift boutique located at Clay Terrace in Carmel, Indiana. Fine papers, unique gifts, and the work from many local artisans from the midwest fills the shop.

A G E : 34 E D U C AT I O N A L B AC KG R O U N D : Bachelor of Science in Elementary Education, IU Bloomington, 2004 W H E N D I D Y O U S T A R T Y O U R B U S I N E S S ? 2006

OLIVER’S TWIST - Kristyn Davidson

Q : H OW D I D YO U R E A L I Z E YO U H AV E A PA S S I O N F O R W H AT YO U D O ? A: It was a hobby for as long as I can remember. I spent my childhood with coloring books, notebook paper, and Lisa Frank pens. As I got older, I became more interested in the etiquette, traditions, and different styles of printing and stationery. Q : H O W D I D YO U R E A L I Z E T H AT YO U WA N T E D TO S TA R T A B U S I N E S S O U T O F YO U R PA S S I O N ? A: My mom, who I own the shop with, was an educator for 30 years. After teaching for a few years myself, I knew I didn’t love it. Her advice was to do something you love while you’re young so you don’t teach for 15 years and then feel like you can’t leave teaching. She also said if you don’t love it now, you won’t love it later. Q: WHERE DID YOU LEARN THE SKILLS YOU USE NOW? A: While I do have a degree in elementary education, I also added a Computer Endorsement to my license, so I was eligible to teach elementary computers. Those classes sparked my interest into graphic design. I’ve taken a few online courses but I am mostly self taught in illustrator, indesign, and photoshop.

Q : H O W D I D YO U G A I N C O N TAC T S A N D S P R E A D T H E WORD ABOUT YOUR BUSINESS? A: The best tool right now is social media. Getting people to talk about your business is priceless. We also really take care of our brides and most of our bridal business is referrals. We also do in store craft events which generates excitement about being creative. Q : H O W D O E S O N E S TA N D O U T A N D B E D I F F E R E N T I N T H E C R E AT I V E F I E L D ? A: Two words. Be yourself. There is just so much out there. We choose things for our shop based on several factors. Is it made in the U.S.? Have we met the maker and agree with their approach? Is it quality? Is there a demand for it in our area? We get submissions weekly, sometimes daily. For me those are all about the packaging. Donâ&#x20AC;&#x2122;t send me a sample in a priority mail envelope. Just not gonna cut it. Q : W H AT S E RV I C E S D O YO U O F F E R ? A. We do make our own letterpress cards but we donâ&#x20AC;&#x2122;t try to sell them to other stores. We are a retailer, we would feature someone who is local, new, or have a product that is not otherwise available in the area.

OLIVER’S TWIST - Kristyn Davidson

Q : W H AT A R E S O M E WAY S YOU MARKETED YOURS E L F F I R S T S TA R T I N G O U T, V E R S U S N OW ? A: Referrals. We haven’t really spent much money at all on print advertising but when we first started we were more of an invitation studio, which was by appointment only. Now we are in a mall, so we consider our location the majority of our marketing. We have good visibility and people can see where we are and what we sell. Q :W H AT I S T H E B E S T PA R T A N D WO R S T PA RT O F W H AT YO U D O ? A: The best part is I truly like getting to know our customers. There is rarely a day that goes by that I can’t call a few people by name who come in the shop. It promotes community and customers appreciate that. Many of our bridal clients have worked part time for us after they were mar-

ried, because we get to know them so well. The worst part is training employees. No one is going to do things exactly right, all the time, which is just some control you have to let go of, unless you want to work all hours the shop is open. Q :W H AT A R E A F E W R E WA R D I N G T H I N G S ABOUT RUNNING YOUR OWN BUSINESS? A. The flexibility and creative outlet. I am married with two boys, ages 2 and 5. It is a good feeling knowing that if they ever needed anything, it would be no problem for me to leave work. We can take vacations when we want, my five year old can come to work with me some days, where he can learn so much about how to greet people, manners, counting money, etc. New arrivals and new products offered inspire me. They inspire me to write more letters, send more cards, and document more memories. 55

OLIVER’S TWIST - Kristyn Davidson

Q: WHERE DO YOU GET I N S P I R AT I O N ? A: Submissions, creatives I follow on social media, our customers and their ideas, and industry publications. Q. W H AT W O R K G O E S I N TO E A C H D AY AT O L I VER’S TWIST? A: A little bit of everything. Proofs, quotes, marketing, quickbooks, follow ups, chatting with customers, taking orders, and leaving lists for other employees. Q. W H AT WA S T H E PROCESS YOU WENT T H R O U G H TO S TA R T O LIVER’S TWIST? A. Get a tax id number and register business name. Then go from there based on opening accounts with vendors. 56

Q. HOW DID YOU GET FUNDING TO LAUNCH YOUR BUSINESS? A. I didn’t. We are debt free and started small with very little risk and worked our way into affording more expensive rent, more employees, etc. Q. W H AT W E R E A F E W SETBACKS OR DIFFIC U LT I E S Y O U F A C E D I N S TA R T I N G YO U R O W N BUSINESS? A. Getting rid of employees that just weren’t a good fit, but you can’t afford having people in a shop that don’t portray what you have in mind for your business.

OLIVER’S TWIST - Kristyn Davidson

Q: HOW LONG DID IT TA K E U N T I L YO U R B U S I N E S S R E A L LY T O O K O F F A N D B EC A M E P RO F I TABLE? A. That’s relative. But after about five years we had much more of a focus on where we make more of a profit. Q: FOR THOSE WHO D O N ’ T H AV E A B U S I N E S S B AC KG R O U N D, W H AT A R E T H E B E S T WAY S TO L E A R N T H AT S I D E O F I T ? A. Experience & Google. There are some great creative blogs that will give you advice on everything under the sun. Other things you just have to live and learn.

Q : H O W D O YO U S TAY M OT I VAT E D A N D DISCIPLINED WHEN YOU ARE YOUR OWN BOSS? A. It’s easy when you love what you’re doing. The paper industry is amazing and I daily say to myself “how do people come up with this stuff?” Q:WHERE DO YOU SEE YOUR BUSINESS GOING IN THE FUTURE? A. Who knows. I’m not a planner or a forecaster. Some days we want a bigger retail space and some days we want to scale back to just doing weddings. We roll with whatever comes our way. I want to spend all the time I can with my kids now before my oldest goes to kindergarten in the fall. You can’t get those days back. At that time we’ll have a pow wow to figure out whats next.

K R I S T Y N DAV I D S O N ’ S

tips for success! • Don’t be afraid to do some free work in the beginning • Decide what your mission or goal is. It can be as specific as “I want to market and sell my ceramic work,” or as general as “I just want a place to serve as my creative outlet.” • Start a website/blog. Something where you are being showcased online. If you aren’t on the internet, people won’t ever find you. • Talk with other people about your ideas. Opinions from others are important and help you get out of your own head sometimes, but always remember to go back to your gut. This is your idea, your business, and it should all reflect you and what you want. • Don’t be scared! Especially if you are younger. Younger designers a lot of times seem to think that because they’re young, they “can’t” do something or they’re apprehensive about doing it.

L A FA M I L I A G R E E N Mollie Green

La Familia Green, conceived in Spring 2005 by painter/printmaker/paperlover Mollie Green, represents an eclectic assortment of interests and ideas. All products begin as an original handcut collage, drawing, or print in designer Mollie Greenâ&#x20AC;&#x2122;s studio in the Rogers Park neighborhood on the northside of Chicago.

A G E : 36 E D U C A T I O N A L B A C K G R O U N D : The School of the Art Institute of Chicago - BFA 2000 W H E N D I D Y O U S T A R T Y O U R B U S I N E S S ? 2005

L A FA M I L I A G R E E N - M o l l i e G r e e n

Q : H OW D I D YO U R E A L I Z E YO U H A D A PA S S I O N F O R W H AT YO U D O ? A: Owning a greeting card company combines my artistic talents, sense of humor and business savvy. When I started, I was inspired by the small stationery companies that were springing up. I was really happy to find something that incorporated all of my strengths. I was happy to realize that my calling was to be a greeting card designer. Q: WHERE DID YOU LEARN THE SKILLS YOU USE NOW? A: I worked at a wonderful stationery store. The owner was very hands off, so I was able to experience the buying, selling and administrative sides of the business. Since then, I have worked with an accountant and bookkeeper to tighten my number game. I have also worked with a great therapist to help me with time management, efficiency and stress. Other than that, I just figure things out as I go or reach out to my peers with questions. Q : H O W D I D YO U G A I N C O N TAC T S A N D S P R E A D T H E WORD ABOUT YOUR BUSINESS? A: I feel like I could always improve this! I started with research and emails. Now it’s mostly Instagram! I often think about the movie “Working Girl” actually! She got ahead by always being aware of what was going on in the world and paying attention to the little things. Maybe it’s silly, but I often imagine Tess sitting on the Staten Island Ferry tearing out articles from the NY Post. I also think your work speaks the most for you. 63

L A FA M I L I A G R E E N - M o l l i e G r e e n

Q : H O W D O E S O N E S TA N D O U T A N D B E D I F F E R E N T I N T H E C R E AT I V E F I E L D ? A: You have to do your own thing. The original will always be better than the copy. I like to just brainstorm ideas, instead of saying, “Oh, I need a pastel flower card or gold foil card” because everyone else has one. You have to stick to your own voice. You have to make a quality product and keep your standards high. Q : W H AT S T E P S D I D YO U TA K E TO G E T P E O P L E TO B U Y YO U R P R O D U C T S A N D F E AT U R E T H E M I N STORES? A: I tried to be as professional as possible. I tried to have everything figured out before reaching out to stores. Then I approached stores in person or via email, started doing trade and craft shows and hired sales reps. Q : H O W D I D YO U R E A L I Z E YO U WA N T E D TO S TA R T A B U S I N E S S O U T O F YO U R PA S S I O N ? A: I like being independent, so I love being self-employed. And I feel very artistically satisfied by stationery design. I am thankful that my art is paying the bills! Q : W H AT A R E S O M E WAY S YO U M A R K E T E D YO U R S E L F F I R S T S TA R T I N G O U T, V E R S U S N O W ? A: I was more cutesy and handmade in the beginning. I relied on email and now it’s mostly social media. I have simplified my photos and branding. 64

L A FA M I L I A G R E E N - M o l l i e G r e e n

Q : W H AT I S T H E B E S T PA RT A N D WO R S T PA RT O F W H AT YO U D O ? Working for my self is the best and worst. I control everything - but that also means that itâ&#x20AC;&#x2122;s all on my back too.

A: My work is a reflection of my life and interests. I keep a running list of ideas on my phone.

A: I started selling my cards at the stationery store where I worked. I paid attention to what sold well and gained a few wholesale accounts through the exposure. Then I shifted to part time at the store/ part time LFG. When it became too much, I worked my last retail Holiday (10 in a row!) and desired to do LFG full time.

Q : W H AT W O R K G O E S I N TO E A C H D AY AT L A FA M I L I A G R E E N ?

Q: HOW DID YOU GET FUNDING TO LAUNCH YOUR BUSINESS?

A: I divide my time between admin work, research, product development/design and order fulfillment. I have a wonderful employee and interns that are a great help! You have to figure out what matters and where to focus your energy.

A: I didnâ&#x20AC;&#x2122;t start with any capital I left my job when I felt like I had enough wholesale accounts to sustain the business.

Q: WHERE DO YOU GET I N S P I R AT I O N ?

Q : W H AT WA S T H E PROCESS YOU WENT T H R O U G H TO S TA R T L A FA M I L I A G R E E N ?

Q : W H AT W E R E A F E W SETBACKS OR DIFFIC U LT I E S Y O U F A C E D I N S TA R T I N G YO U R O W N BUSINESS? A: Keeping up with demand is a challenge. And I had some personal ups and downs - which actually made me re-evaluate my business and come out better in the end. Q: HOW LONG DID IT TA K E F O R YO U R BUSINESS TO BECOME SUCCESSFUL? A: Early on, I was featured on Daily Candy. That really pushed it over. I started out making everything by hand, which was cool, but not sustainable. When I partnered with my printer, I was able to take things to the next level.

Q: WHERE DO YOU SEE YOUR BUSINESS GOING IN THE FUTURE? A: I am excited to release art prints later this Spring. And I would love to add more international accounts. But I really like where things are right now - so I am happy to maintain this (with a little growth) every year. Q: FOR THOSE WHO D O N ’ T H AV E A B U S I N E S S B AC KG R O U N D, W H AT A R E T H E B E S T WAY S TO L E A R N T H AT S I D E O F I T ? A: I was an intern, and I mentor my interns. I also think it’s valuable to work in the field - even if it’s a very entry level job. I also try to find the answer to my questions before asking someone else.

L A FA M I L I A G R E E N - M o l l i e G r e e n

Q : H O W D O YO U S TAY M OT I VAT E D A N D D I S C I P L I N E D WHEN YOU ARE YOUR OWN BOSS? A: I keep my daily to do list simple. I try to not overwhelm myself. And I try to focus on the good things everyday. And having a studio, away from home, helps A LOT. Q : W H AT A R E T H E S T E P S YO U TO O K TO F I G U R E O U T HOW TO MASS PRODUCE YOUR PRODUCTS? A: I found a good, eco-friendly printer with great customer service. And I bought supplies in large quantities to be prepared and get the best price.

MOLLIE GREENâ&#x20AC;&#x2122;S

tips for success! Pay your dues and be patient. Have a sense of humor. Make a really good product. A great website and social media presence are key. Stay positive!

PA P E R PA N D U H Maricris Emma Mende

Paper Panduh is an online stationery shop that caters to the planner community in selling supplies and paper goods. In September 2015, she also launched a monthly planner subscription box, the Panduh Box, that gets delivered to customers monthly. A G E : 25 E D U C A T I O N A L B A C K G R O U N D : Bachelors Degree in Interdisciplinary Studies with a double minor in Business and Communications at Eastern Washington University. W H E N D I D Y O U S T A R T Y O U R B U S I N E S S ? January 1st, 2015

PA P E R PA N D U H - M a r i c r i s E m m a M e n d e

Q : H OW D I D YO U R E A L I Z E YO U H A D A PA S S I O N F O R W H AT YO U D O ? A: I have always had a passion for stationery ever since I was a little girl. My favorite part of starting the school year was going to Staples and picking out my school supplies! I have always loved pens and stickers. Do you remember Lisa Frank and Sanrio? I had tons of their stationery! Growing up, my family owned a seasonal gift shop in Juneau, Alaska where I would live during the summer time. When the shop closed during winters we would move to California. Every time we would move, I would keep in touch with my friends through snail mail! We would write letters, use pretty stationery, and put all the stickers you could imagine! Lets just say, I have always had a love for paper goodies ever since I could remember :) Q : W H AT M A D E YO U D E C I D E D TO S TA R T A B U S I N E S S O U T O F YO U R PA S S I O N ? A: In January 2014, I started the Instagram @PaperPanduh as a creative outlet to post photos of my craft projects. I began posting pictures of my letters, craft supplies, and planner items. Eventually, I discovered the planner community and noticed that my Instagram feed was getting more and more traffic. By the time 2014 ended I had gained almost 10,000 followers on Instagram. It amazed me that people were following my feed when all I was posting is what I loved to do! By November 2014 the majority of the comments on my posts were, â&#x20AC;&#x153;Where did you buy that item?â&#x20AC;? and thats when I decided to create my own online shop. I wanted to created a shop of all the supplies I was using so I can direct my followers to my own business instead. 72

PA P E R PA N D U H - M a r i c r i s E m m a M e n d e

Q: WHERE DID YOU LEARN THE SKILLS YOU USE NOW? A: I wanted to make a little extra money during high school, so I decided to Ebay my extra clothes. Without even realizing it at the time, I already had my own online business. I was taking photos of my clothes, listing them online, writing descriptions, dealt with customer service, and had taught myself the whole shipping process. If it wasn’t for Ebay, I would have had no idea how to run my own online business so easily. Q : H O W D O E S O N E S TA N D O U T A N D B E D I F F E R ENT IN THE C R E AT I V E F I E L D ? A: I believe the way to truly stand out and create something great is to love what you’re creating. My Paper Panduh motto is “Do What You Love.” When you do what you love, it sparks interest in others to do what they are passionate about too.

Q : W H AT I S T H E B E S T/ W O R S T PA R T O F W H AT YO U DO? A: The best part of what I do is having the opportunity to wake up in the morning and getting to do what I love to do! I never consider running my own business as “work”. It’s just something that I enjoy doing. I would say the worst part of owning my own business for me is the paper work part. I was not a fan of book keeping and filing my taxes this year! Q : W H AT WA S T H E P R O C E S S O F S TA R T I N G PA P E R PA N D U H ? A: I started off with purchasing a business license, a website, and merchandise! As long as you have those 3 things, you’re all set to start your own online business! Q : H O W D I D YO U G E T F U N D I N G TO S TA R T YO U R BUSINESS? A: I honestly started off with the $300 dollars I saved up and it skyrocketed from there!

PA P E R PA N D U H - M a r i c r i s E m m a M e n d e

Q : H O W D O YO U S TAY M OT I VAT E D A N D D I S C I PLINED WHEN YOU ARE YOUR OWN BOSS? A: Iâ&#x20AC;&#x2122;m not going to lie, some days you just want to stay in bed and Netflixâ&#x20AC;Śbecause well you can! But, you have find ways that personally motivate you. This is your livelihood and you get what you put into it. Your business will grow depending on how much effort and time you sacrifice. Q: WERE THERE ANY D I F F I C U LT I E S Y O U FAC E D I N S TA R T I N G YOUR OWN BUSINESS? A difficulty I had in starting my own business was maintaining momentum. Finding different ways to market and keep things interesting is definitely a difficult task through

Q : W H AT W O R K G O E S I N TO A N O R M A L D AY AT PA P E R PA N D U H ? A: On a normal day, I usually start off with planning my day out. From that, I will style a few planner photos for Instagram. Then spend about an hour or two going through and answering emails. After that, I will start packaging the daily online orders of PaperPanduh.com and deliver them to the post office. My routine usually varies depending on what I have finished already. I will usually go to a coffee shop nearby to make my online purchases for the Panduh Box subscription. The rest of the night is used for prepping the next Panduh Box. Each Panduh Box is always personalized and is specially packaged. There is lots of crafting preparation involved!

PA P E R PA N D U H - M a r i c r i s E m m a M e n d e

Q: NAME A FEW R E WA R D I N G T H I N G S ABOUT BEING YOUR OWN BOSS. A: The most rewarding thing about running my own business is having the opportunity to create my own time. Life is short and we need to be spending time with our loved ones as much as possible! I am able to shift my work schedule to spend time and travel with family and friends quite often. Q: HOW DID YOU GAIN C O N TAC T S A N D S P R E A D THE WORD ABOUT YOUR NEW BUSINESS? A: It was pure Instagram! If it wasnâ&#x20AC;&#x2122;t for Instagram, my business wouldnâ&#x20AC;&#x2122;t have existed! After 2 years of creating and posting on my Instagram, I have gained almost 40,000 follow-

ers. I started branching out to other social media outlets like Facebook, Pinterest, YouTube, Periscope, and Snapchat. But nothing compares to the amount of traffic I receive from Instagram. Q : W H AT S T E P S D O YO U GET TO GET PEOPLE TO BUY YOUR PRODUCTS? A: Since the only way I market my products is through social media. I believe the most important thing I did was take some what appealing photos. I would do lifestyle shots of personally using the supplies and showing them how it can be useful in their own planners.

Q : F O R T H O S E W H O D O N â&#x20AC;&#x2122; T H AV E A B U S I N E S S B A C KG R O U N D, W H AT A R E T H E B E S T WAY S TO L E A R N T H AT S I D E O F I T ? A: I definitely suggest finding a mentor and speaking to someone who has done it before. Ask friends and family if you need help, most of the time they will know someone who can help you! Q : H O W LO N G D I D I T TA K E YO U R B U S I N E S S TO TA K E O F F A N D B E C O M E P R O F I TA B L E ? A; It took less than a month to earn back my first purchase of merchandise.

MARICRIS EMMA MENDE’S

tips for success! Make sure you’re getting yourself into something you’re interested in and enjoy. Don’t be afraid to take risks. It takes money to make money. If you don’t know what to do, Google! Use your resources. Interview other entrepreneurs who have experience in the business you want to pursue. Spend time in that community and find a mentor who can guide you.

T H E W I N D M I L L PA P E R B O U T I Q U E Sarah Gluchacki

Sarah and Shawn Gluchacki are a husband/ wife team and the founders and creative minds behind The Windmill Paper Boutique. Sarah was the lead designer for a prominent letterpress invitation company in New York before relocating to South Florida to open up The Windmill (her designs have been featured on Style Me Pretty, in The Knot, Brides Magazine, and Martha Stewart Weddings). They specialize in custom letterpress wedding invitations and a boutique selling everyday paper goods.

A G E : 27 E D U C A T I O N A L B A C K G R O U N D : BFA in Graphic Design and Painting W H E N D I D Y O U S T A R T Y O U R B U S I N E S S ? 2013

T H E W I N D M I L L PA P E R B O U T I Q U E - S a r a h G l u c h a c k i

Q : H OW D I D YO U R E A L I Z E YO U H A D A PA S S I O N F O R W H AT YO U D O ? A: I actually planned to be a teacher when I graduated from college. After a couple of interviews, though, I realized my heart wasnâ&#x20AC;&#x2122;t in it, and I decided to look into jobs as a graphic designer, which I always had a passion for. I found a listing for a graphic designer for a letterpress wedding invitation company, applied, and got the job! I fell in love with working with engaged couples, designing wedding invitations, and creating such gorgeous paper products. Q : H O W D I D YO U R E A L I Z E T H AT YO U WA N T E D TO S TA R T A B U S I N E S S O U T O F YO U R PA S S I O N ? A: I had the opportunity to represent the invitation company I worked for at a trade show in New York City, and there I met so many stationery store owners who talked about how wonderful it was working directly with couples to help them create their ideal wedding invitations. I also saw how excited they were about new letterpress stationery items like cards, notebooks, etc. that they could carry in their shops, and I loved the idea of bringing a selection of unique paper goods to a community that didnâ&#x20AC;&#x2122;t otherwise have direct access to them. This was the first time I really saw the stationery industry from the retail perspective, and I felt like I had found my calling.

Q: WHERE DID YOU LEARN THE SKILLS YOU USE NOW? A: Working as a graphic designer for a letterpress wedding invitation company, I learned how to design for letterpress, and learned what engaged couples typically look for in their invitations. It also taught me the etiquette of invitations and stationery. That experience was invaluable, and really gave me the majority of the skills I use every day when running my shop. Q: HOW DID YOU GAIN CONTENTS AND SPREAD THE WORD ABOUT YOUR BUSINESS? A: I’m lucky to have a downtown brick-and-mortar store, so there is some walking traffic for the non-custom part of the store. Many of these shoppers turn into custom clients, or recommend the shop to their friends for party and wedding invitations. I also participate in select bridal shows in the area. However, over time, I have built relationships with many other wedding industry professionals in the area, and I can’t stress enough how important that has been. Referrals from trusted contacts have been such a crucial component in our success. Finally, online! Instagram is where a lot of engaged couples are looking now for inspiration and ideas, and we’ve gotten quite a few clients who begin as Instagram followers. I also keep a blog on our website, which helps a lot with SEO for higher placement in organic search results.

T H E W I N D M I L L PA P E R B O U T I Q U E - S a r a h G l u c h a c k i

Q: HOW DOES ONE S TA N D O U T I N T H E C R E AT I V E F I E L D ? A: This is something I think every person has to figure out for themselves - if everyone took the same steps to stand out, then no one would stand out! What I’ve found, though, is if you maintain an unwavering commitment to quality, customer service, and stick to what you’re best at, you will stand out. Q : W H AT S T E P S D I D YO U TA K E TO G E T P E O P L E TO BUY YOUR PRODUCTS A N D / O R F E AT U R E T H E M IN STORES? A. Honestly, when you offer quality products, and make sure your brand and marketing efforts target your ideal audience, the products sell themselves! I don’t consider

myself a salesperson, and really hate the concept of “selling.” Instead, my aim is to provide a selection of great options and guide clients to find or create their ideal set. Q: HOW HAS YOUR MARKETING CHANGED OVER THE YEARS? A. In the beginning, I did a lot of outreach to local blogs and wedding planners. I also did some online advertising and participated in bridal shows, all of which brought results. Now, I still participate in bridal shows, but I get enough referrals from past clients or other wedding industry professionals that any other paid advertising isn’t really necessary.

T H E W I N D M I L L PA P E R B O U T I Q U E - S a r a h G l u c h a c k i

Q :W H AT I S T H E B E S T/ W O R S T PA R T O F W H AT YOU DO? A: The best part of what I do is seeing a client’s reaction when he or she opens up custom invitations or stationery. It is always so satisfying to see the joy and excitement on their face when they see the final product (which is always more than worth all of the work and money that went into the creation of them!). If I had to name a “worst part,” it would be being on call 24/7. As a business owner, there are no true vacations or weekends. If a client can only meet on a Sunday, I go in on a Sunday. If I’m on vacation, I still have to check my email multiple times a day to make sure there aren’t any paper emergencies that need to be handled right away. But this is balanced out with the flexibility of being able to take time off whenever I need to!

Q : W H AT A R E A F E W R E WA R D I N G T H I N G S A B O U T RUNNING YOUR OWN BUSINESS? A. It’s so rewarding seeing my hard work pay off. Yes, there is no one else to hand that one difficult client off to, but it also means that every happy client is a direct result of the business I’ve built, and that is really satisfying. It’s also pretty nice to be able to implement any crazy idea I have at any time! Q: WHERE DO YOU GET I N S P I R AT I O N ? A. Honestly, I am inspired by my clients, and the vision they share with me for their event.

Q : W H AT W O R K G O E S I N TO E A C H D AY AT T H E W I N D M I L L PA P E R BOUTIQUE? A: When I come in in the morning, I open up the shop, and check for phone messages. Then I go to my email. As most of the communication with clients and vendors is done by email, I am typically on my computer throughout much of the day. Whenever I have a walkin shopper, I greet them and answer any questions they have, and then check out their purchases. Iâ&#x20AC;&#x2122;ll also typically have 1-2 appointments for custom invitations or stationery throughout the day, and the shop closes during those so the client has my full attention. Any other downtime is spent working on designs for clients, handling bookkeeping, and creating blog and social media posts.

Q : W H AT WA S T H E PROCESS YOU WENT T H R O U G H TO S TA R T T H E W I N D M I L L PA P E R BOUTIQUE? A: The biggest challenge was honestly finding the right retail space - that took two years! Once I found the perfect space, with my husbandâ&#x20AC;&#x2122;s help I put together an incredibly long and detailed start-up plan that guided the entire process of building and opening the store. We laid out everything that would need to be done, and set dates to complete them. Because of it, I was never overwhelmed because I never had too much to think about at once. And we actually were ready to open 2 weeks before our set grand opening date!

T H E W I N D M I L L PA P E R B O U T I Q U E - S a r a h G l u c h a c k i

Q:HOW DID YOU GET FUNDING TO LAUNCH YOUR BUSINESS? A: As a brand new business owner with no previous business experience, I found it would have been nearly impossible to get a small business loan - so my husband and I funded everything personally, along with a small loan from my parents. I honestly think funding the business start-up ourselves helped us stay on track with budget and not overspend! Q : W H AT W E R E A F E W S E T B A C K S O R D I F F I C U LT I E S YO U FAC E D I N S TA R T I N G YO U R O W N B U S I N E S S ? A: I think the most difficult obstacle I had to overcome was to truly value my services and products, and to become comfortable turning away business if it wasn’t the right fit. In the beginning, I took it personally when a client didn’t find something he or she liked, or complained that our prices were too high. I would question my offerings, and try to find other options that might appeal more to that customer. However, I soon realized that you can’t please everyone, and those who don’t like what you have would be better off going with a company who specializes in what they do like. Instead of trying to market to any and everyone, I crafted my ideal customer in my mind, and began marketing specifically toward that type of client. Now, the majority of my customers want exactly what I specialize in and see the value in it.

T H E W I N D M I L L PA P E R B O U T I Q U E - S a r a h G l u c h a c k i

Q : H O W LO N G D I D I T TA K E U N T I L YO U R B U S I N E S S R E A L LY T O O K O F F A N D B E C A M E P R O F I T A B L E ? A: Honestly, not long - maybe a few months! I attribute that to our early market research, and finding a location that really needed this type of business. Having a brick-and-mortar store in a good, central location helped so much as well. Within the first year the shop was open, I earned back all that I had spent on the start-up, and was able to support myself solely with the business.

Q : F O R T H O S E W H O D O N ’ T H AV E A B U S I N E S S B A C KG R O U N D, W H AT A R E T H E B E S T WAY S TO L E A R N T H AT S I D E O F I T ? A: I had no business experience at all when I started - and honestly, I think the best way to learn how to run a business is to run a business! Every time I had a question, I searched online for advice from others. I would recommend trying to handle every single aspect of the business on your own, at least at first. This way, you’ll learn how to do everything, so that, if you end up outsourcing parts of it, you’ll know what to expect from those you hire. Q : W H AT A R E T H E S T E P S YO U TO O K TO F I G U R E O U T HOW TO PRODUCE YOUR PRODUCTS? A: At this time, the production of all of our cards, stationery, and invitations is outsourced, but we did take steps to research and vet our vendors. The annual National Stationery Show in New York City is, in my opinion, the best place to start with this. The majority of the printers and suppliers in the industry attend, so you can see their products in person and speak to their representatives all in one place. It also attracts such a supportive community of stationery store owners and paper lovers, and it’s an opportunity that I would recommend anyone who is looking to get started in the stationery industry take advantage of.

T H E W I N D M I L L PA P E R B O U T I Q U E - S a r a h G l u c h a c k i

Q : H O W D O YO U S TAY M OT I VAT E D A N D DISCIPLINED WHEN YOU ARE YOUR OWN BOSS? A. If you care deeply about the success and growth of your business, and you’re doing something you’re passionate about, I don’t think staying motivated will ever be an issue. Plus, if you start to slack, you’ll see it reflected in your sales, and there’s nothing like a short month to make you step up your game

WHERE DO YOU SEE YOUR BUSINESS GOING IN THE FUTURE? A. I anticipate growing into a larger space fairly soon, and hiring some employees! After that, I plan to bring some of our production in-house, and start creating a signature line of luxury personal stationery to retail and possibly wholesale to other shops. The future is exciting!

SARAH GLUCHACKI’S

tips for success! 1. Create a start-up plan, detailing every step you will need to take from today through your launch. Keep a list of things you want to revisit after the opening, too. This was the most crucial step for me toward ensuring an ontime and successful opening. Once the plan is made, then you can dedicate all of your time to implementing it. 2. Make sure you have a financial cushion before jumping in head-first. You may not make a profit in the first year. If your business is something you can run in addition to another part-time job, it doesn’t hurt to have that guaranteed income on the side until your business is profiting. Just make sure to remember your goals, and be ready to dedicate yourself fully to the business when it’s time. 3. Reach out to any contacts you have in the industry. It’s likely that you can find someone who has already started and grown a successful business, who would be honored to answer questions you have and provide advice. 4. Try not to compare yourself to others in the same field - especially on social media. What a business posts online is only what they want you to see. Know that every business has struggles and challenges. 5. Don’t put it off any longer! More likely than not, there will never be a perfect time to start. At some point, you just have to do it - otherwise, you never will (or someone else will first!).

N ATA L I E K U N K E L P H OTO G R A P H Y Natalie Kunkel

Natalie Joy Kunkel is an award winning traveling wedding photographer based in Fort Wayne, Indiana.

â&#x20AC;&#x153;My style is playful, bright, romantic, and filled with candid laughter and love! My photos are very rich in color, but most importantly, they deeply express emotion! I value delivering high quality images and creating timeless memories for you to cherish for generations to come.â&#x20AC;?

A G E : 23 E D U C A T I O N A L B A C K G R O U N D : Self-taught W H E N D I D Y O U S T A R T Y O U R B U S I N E S S ? Beginning of 2014

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Q: WHERE DID YOU LEARN THE SKILLS YOU USE NOW? A. I learned a lot of the basics in high school. After years of practicing and shooting for fun in high school, I began to teach myself photography and gear. My now husband was really into the technical side of photography, so he was the one that taught me about lighting, good cameras and lens, etc. I learned through loads and loads of research, YouTube tutorials, and then just getting out there and actually shooting! Q. HOW DID YOU R E A L I Z E YO U R PA S S I O N FOR PHOTOGRAPHY? A. I first realized I had a passion for photography in high school when I took my first ever photography class!

Q : W H AT WA S T H E PROCESS YOU WENT T H R O U G H TO S TA R T YOUR BUSINESS? A: It is a little different then most, but I took the leap to start my own business because one evening Scotty (my husband) came home and surprised me with a brand new camera. He told me that he really thought I should invest in a photography business because it was what I was good at. After that I quit college, which at the time I was going for elementary education, and took the leap of starting my own business. It was slow at first, and since I just wanted exposure and experience I pretty much did anything and everything! Q. FAVO R I T E I N S P I R A TIONAL QUOTE? A. “A Rising Tide lifts all boats!” -JFK

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Q: HOW DO YOU GAIN CLIENTS AND MARKET YOURSELF? A: After I shot my first wedding, I blew up! People started to see that I did weddings and people started referring me to others. That is how I started to gain a following and clients! All I had was a Facebook business page, an Instagram, and a cheap $5 website. I posted like crazy, and after a while the more weddings I got, the more people would refer me. It mostly happened through word of mouth! Q. H O W LO N G D I D I T TA K E U N T I L YO U R B U S I N E S S R E A L LY T O O K O F F A N D B E C A M E P R O F I T A B L E ? A. I definitely used the first year to figure out what I wanted to shoot and what I was best at. After I saw how much I loved weddings, I started to really try and get weddings. I did one year of everything, and then one year of getting any possible wedding I could. I took the risk of saying no to anything that wasnâ&#x20AC;&#x2122;t a wedding, and then the following year my business started to take off. By then I was actually starting to make money and I wasnâ&#x20AC;&#x2122;t just spending money to build up my business anymore! Q. W H AT D O E S A T Y P I C A L D AY LO O K L I K E F O R YO U ? A. When I am not out shooting, I am usually editing. While my photos export I either blog, sort through images, or answer e-mails! But I get to make my own hours!

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Q : H O W D O YO U S TAY DISCIPLINED WHEN YOU ARE YOUR OWN BOSS?

Q. HOW DOES ONE S TA N D O U T I N T H E C R E AT I V E F I E L D ?

A. That is one of the hardest things I think for me. There are some weeks when I literally don’t see anyone besides my husband and dog and have been in PJs all week because I just work at home all day! What I have found that really helps me though is having a schedule. It helps for me to wake up and start my day with some sort of structure. When I have done that I am far more likely to have a productive day then if I just slept in and was lazy! First thing I usually do is grab a cup of coffee and do a bit of reading in the morning before I dig into work. What also helps is having goals and breaks. I have multiple goals that I want to meet in a day and after each one I take a break or rest or do something fun! That helps make the to-do list not be so overwhelming!

A.No one can be you! People will connect with different people. Some people are going to be attracted to what you uniquely have to offer with your personality and the way you do things, and some won’t. I think that is how you have to look at being different! Don’t just follow trends for the sake of wanting to just keep up with everyone else. Be you and people will be attracted to that! Q,. WHERE DO YOU FIND I N S P I R AT I O N ? A. I am constantly surrounding myself with people in the industry that are either ahead of me and older so that they can help push and guide me, or with young people so that I am always humbled & reminded of how I started. It inspires me to always keep learning & growing!

Q. W H AT A R E FIVE OF YOUR BEST PHOTOGRAPHY TIPS? 1. Be humble: There is always more you can learn and improve on. Never think that you have “arrived.” 2. Find time for the people you care about! There are many perks to owning your own business, but because you are your own boss that also means you are never technically off the clock. Make sure your business doesn’t consume you and that you still make time for friends ,family, and the things you really care about! For me, that is having “business hours.” I always try to be done with work by the time my husband gets home from work so that I can be fully focused on him! Also being okay if I didn’t reach all my goals for that day, you always have tomorrow.

3. Find times when you can shoot (or do whatever your business is) for fun! For me that is shooting nature! I don’t have to think about people or anything else! It helps me keep my job fun and creative so I don’t get bored with doing the same thing over and over again. 4. Learn that it is okay to say no every once and a while! This took me a while to learn, especially with everyone wanting deals and thinking that because you are a photographer you shoot everything. Know what it is you specialize in and stick to that and your pricing. You don’t have to say yes to every person that inquires! Take the weddings or jobs that you want to take and that fit your style. Don’t feel like you have to change for every single person or style.

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It’s hard because you might be losing one wedding, but I promise eventually people will know you for your consistent style and look, and people will come to you because of that! 5. Be kind and gracious! For me, wedding days are where I can often see the worst in people because of all the stress. If I can be calm and collected with a gentle gracious voice, that can speak with so much volume! Be gracious with your clients even if you know you may be right. There is a gentle way to command attention that doesn’t need to come with shouting! I have gotten so many compliments by mothers and others that have observed this, and they have always been so thankful for not another stressful or harsh voice to be added to the mix! Q. WHO IS A PHOTOGRAPHER YOU ADMIRE? A. I love Shay Cochrane. She isn’t a wedding photographer, but I love her business mentality and the way she helps mentor other photographers! I also admire her home life and how she can manage her relationship with God and church family along with her husband and kids, all while still running her business. I want to one day have a family, so it is encouraging to see that there are people out there doing it!

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Q : W H AT A R E A F E W R E WA R D I N G T H I N G S A B O U T RUNNING YOUR OWN BUSINESS? CHALLENGES? A: I love that I get to make my own hours and that I get to be my own boss. The challenge that goes along with that is I have to be in charge of EVERYTHING (even the things I am not good at like finances. contracts, taxes etc.) I am technically never off the clock. Normal people get to leave work and go home but since I work from home if I do not intentionally stop working it can be consuming. I also love that I get a off-season, and that even when it gets really busy I can be reminded that I am working with peopleâ&#x20AC;&#x2122;s real love stories. That is so cool! It is a constant reminder of how awesome marriage is! There are a lot of challenges that come with owning your own business, but the pros far outweigh the cons! Q. WHERE DO YOU SEE YOUR BUSINESS GOING IN THE FUTURE? A. I think I will always have weddings be the sole thing that I do because I love it so much. But right now I am working on a completely new brand and website with a more professional and elegant look for more high end weddings and brides! I want to go in that direction more so I am starting with a brand that exudes that look! I am at the point where I have shot so many weddings that now I know what my ideal client is. I know what weddings are going to fit my styles the most, so I want to have a brand that attracts that kind of bride and wedding!

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N ATA L I E K U N K E L’ S

tips for success! 1. Don’t be afraid to reach out to other photographers or business owners locally! You would be surprised how many relationships you can make just by taking the step to reach out! 2. Like, follow, and comment on other people’s Instagram posts and social media. It shows that you want to help support them and it is encouraging! 3. Surround yourself with people who can positively encourage and push you in an upward direction. There can be a lot of competition and negativity in any industry, but if you can find a community that is encouraging and supportive it will do wonders for you! Community over competition is so good! 4. Think of ways that you can do projects with vendors and other creatives in the industry! This will open a lot of doors! 5. Recommend to your brides or clients other good vendors. Really helps build relationships!

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SYCAMORE STREET PRESS Eva Jorgensen

Eva Jorgensen and her husband, Kirk, own Sycamore Street Press: a vintage letterpress studio that specializes in the illustration, design and printing of fine handmade letterpress paper products.

A G E : 36 E D U C A T I O N A L B A C K G R O U N D : BFA and MFA in studio art W H E N D I D Y O U S T A R T Y O U R B U S I N E S S ? 2007

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Q : H O W D I D YO U R E A L I Z E T H AT YO U WA N T E D TO S TA R T A B U S I N E S S O U T O F YO U R PA S S I O N ? A. When I graduated with an MFA, I thought I would get a job in academia and have a little letterpress stationery business on the side. But within months of graduating, the economy crashed, and the universities put freezes on hiring. That’s what gave me the nudge to make Sycamore Street Press my full time business and give up on the idea of becoming a professor. But I’m so glad it turned out that way! Q. WHERE DID YOU LEARN THE SKILLS YOU USE NOW? A. My schooling gave me a sound foundation in the principles of color, composition, etc... along with a lot of experience in creating art and in fine art printmaking (including letterpress). Everything else -- business, marketing, social media, trade shows, etc... I’ve pretty much had to learn on the job. Q. H O W D I D YO U G A I N C O N TAC T S A N D S P R E A D T H E WORD ABOUT YOUR BUSINESS? A.The first thing we did was do a ton of craft fairs. I think we did over 2 dozen in the first year and a half or so. That really helped in jump starting our business. Several bloggers found us that way, as well as a lot of loyal customers.

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Q. H O W D O E S O N E S TA N D O U T A N D B E D I F F E R E N T I N T H E C R E AT I V E F I E L D ? A. That’s a tough one! Of course, you’ve got to try and do your best to make work that is original and not copycatting someone else. That being said, everyone and everything has influences, and that’s okay. And sometimes, if you are wanting to sell your work, you don’t want it to be so far out there that nobody gets it. So it’s all about finding that sweet spot. Q. WHERE DID YOU LEARN THE SKILLS YOU USE NOW? A. My schooling gave me a sound foundation in the principles of color, composition, etc... along with a lot of experience in creating art and in fine art printmaking (including letterpress). Everything else -- business, marketing, social media, trade shows, etc... I’ve pretty much had to learn on the job. W H AT S T E P S D I D YO U TA K E TO G E T P E O P L E TO B U Y YO U R P R O D U C T S A N D F E AT U R E T H E M I N S TO R E S ? At first it was a lot of craft shows and getting featured on blogs. Then it became about trade shows. Now, our main form of outreach is just researching shops that seem like a good fit for us and then contacting them directly.

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Q. W H AT I S T H E B E S T PA R T A N D W O R S T PA R T O F W H AT YO U D O ? A. The best part -- being a part of creating something beautiful, fun, meaningful, etc... The worst part -- the paperwork and busywork of running a business! Q. W H AT A R E A F E W R E WA R D I N G T H I N G S A B O U T RUNNING YOUR OWN BUSINESS? A. Getting to do what I love for a loving, not having a boss, collaborating with other creative people, getting to set my own schedule around my family life... Q W H E R E D O YO U G E T I N S P I R AT I O N ? A. Travel, books, movies, fashion, the internet, magazines, nature -- everywhere! Q. W H AT W O R K G O E S I N TO E A C H D AY AT SYCAMORE STREET PRESS? A. Itâ&#x20AC;&#x2122;s so hard to predict! It could be anything from posting to Instagram to working on a catalog to designing a new product to paying bills to running a pop up shop. There such a variety of things to get done in a small business. It can be hectic, but most of the time I love it.

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SYCAMORE STREET PRESS - Eva Jorgensen

A . W H AT WA S T H E PROCESS YOU WENT T H R O U G H TO S TA R T SYCAMORE STREET PRESS?

Q. W H AT W E R E A F E W SETBACKS OR DIFFIC U LT I E S Y O U F A C E D I N S TA R T I N G YO U R O W N BUSINESS?

A. I worked part time at an upscale stationery boutique in order to learn about things from the side of the stockiest. At the same time, I started Sycamore Street Press with an Etsy shop and soon after started doing craft shows. I did everything myself in those days.

I had never taken a business class and I had a lot to learn. I found myself wishing I had minored in business in college -- it would have given me a faster, stronger start, thatâ&#x20AC;&#x2122;s for sure.

Q HOW DID YOU GET FUNDING TO LAUNCH YOUR BUSINESS? My parents helped me buy my first press as a graduation present. Other than that, it was completely bootstrapped. I started very small and have grown slowly and pretty steadily over the years.

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Q. HOW LONG DID IT TA K E U N T I L YO U R B U S I N E S S R E A L LY T O O K O F F A N D B EC A M E P RO F I TABLE? A couple of years. Kirk (my husband) joined me then, and after he did, the business got a big boost.

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SYCAMORE STREET PRESS - Eva Jorgensen

Q. W H AT A R E T H E S T E P S YOU TOOK TO FIGURE OUT HOW TO MASS PRODUCE YOUR PRODUCTS? First you have to research and find several potential manufacturers. Then you have to talk with all of them, see if they have the capabilities to produce you product, and then get quotes from them. I talk about this in more detail in my stationery business classes.

Q. FOR THOSE WHO D O N ’ T H AV E A B U S I N E S S B AC KG R O U N D, W H AT A R E T H E B E S T WAY S TO L E A R N T H AT S I D E O F I T ? A. Luckily, these days there are lots of online classes and things you can take. I teach a couple of Stationery Business classes on atly. com for anyone interested in the stationery industry. And there are so many other options out there for more general business advice. I like the Smart Passive Income podcast, for example, and I also read a lot of books. Q. H O W D O YO U S TAY M OT I VAT E D A N D D I S C I PLINED WHEN YOU ARE YOUR OWN BOSS? A.It’s not that hard because 1. you’re doing something you’re passionate about and 2. you need to pay your bills and that only happens if you get the work done!

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E VA J O R G E N S E N ’ S

tips for success! 1. Find your passion. 2. Take some business classes first, if you haven’t already. 3. Ask everyone you know or can think of for advice. Find a mentor. 4. Don’t be such a perfectionist that you take too long to launch. Get it out there! 5. Make sure you know the industry, but look outside it for your design inspiration.

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OH MY DEER HANDMADES Chelsea Petaja

Oh My Deer is the drawing, painting, and lettering studio of Chelsea Petaja, based in Nashville, TN. A G E : 32 E D U C A T I O N A L B A C K G R O U N D : BFA in studio art from Berry College W H E N D I D Y O U S T A R T Y O U R B U S I N E S S ? went full time in 2010

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OH MY DEER HANDMADES - Chelsea Petaja

Q. H OW D I D YO U R E A L I Z E YO U H A D A PA S S I O N F O R W H AT YO U D O ? A. I’ve always loved anything to do with handwriting and watercolors. I painted and drew instead of playing with dolls with my sister growing up. So the passion for illustration and brush lettering has always been in my blood. Q. H O W D I D YO U R E A L I Z E YO U WA N T E D TO S TA R T A BUSINESS? A. When I got married, my husband, who is a photographer, was traveling a lot for work. At the time, I was an Art Guide at a Montessori school here in Nashville. He worked weekends and took fun, long trips for work and that sort of adventure and time away from work didn’t line up with my teaching schedule. I knew there had to be a change. For two years I worked full-time as a teacher and would come home and work on Oh My Deer projects. After my second year of doing this, I’d built up enough work and clientel to justify leaving my safe job with health insurance. I’m so grateful I have an encouraging, adventure seeking partner that helped me make that leap into the unknown. Q WHERE DID YOU LEARN YOUR SKILLS? A. My limited computer skills are self - taught and the rest is just lots of practice and errors.

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Q. H O W D I D YO U G A I N C O N TAC T S A N D E X P O S U R E ? A. Our wedding, which I designed the invites and paper goods for, was featured on a wedding blog (Once Wed) and that really helped to spread the word about my work. I’d say in the beginning, circa 2009, it helped to be featured on blogs. Q. H O W D O E S O N E S TA N D O U T A N D B E D I F F E R E N T I N T H E C R E AT I V E F I E L D ? A. I always say to stay true to yourself and keep your head down. I also don’t follow a lot of other people doing the same thing I do so that I can avoid getting their beautiful work and ideas in my head that would unavoidably creep out through my subconscious. Q. W H AT S T E P S D I D YO U TA K E TO G E T P E O P L E TO BUY YOUR PRODUCTS? A. I only sell my prints and posters online through Etsy. I’ll post about my prints every now and then on my Instagram, but otherwise, again, I think its just word of mouth.

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OH MY DEER HANDMADES - Chelsea Petaja

Q. W H AT I S T H E B E S T A N D W O R S T PA R T O F W H AT YOU DO? A. My favorite part is delivering the final product to the client. The worst part is editing out the dust from pieces I’ve scanned in and cleaning up the lettering in Photoshop with the lasso tool. Q. W H AT A R E A F E W R E WA R D I N G T H I N G S A B O U T RUNNING YOUR OWN BUSINESS? A. I love being fully responsible - for my schcedule, successes, failures, relationships, etc. There’s no one to blame when things to wrong and no one to ask when I want to take a vacation. Q. W H E R E D O YO U G E T I N S P I R AT I O N ? A. I’m inspired by being away from work - on vacation, away from a computer, double fisting with a book and a drink in hand. Q. W H AT W O R K G O E S I N TO E A C H D AY AT O H M Y DEER HANDMADES? A. Lot’s of emails. Then there are trips to the printer, editing artwork and painting originals.

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Q. W H AT WA S T H E P R O C E S S YO U W E N T T H R O U G H TO S TA R T O H M Y D E E R ? A. I started with a Blogspot blog and an Etsy store. I haven’t moved very far from that actually. Ha! Q. H O W D I D YO U G E T F U N D I N G TO S TA R T ? A. I have such low overhead that funding wasn’t an issue! Q . W H AT W E R E A F E W D I F F I C U LT I E S Y O U F A C E D ? A. It’s always a challenge learning the ins and outs and norms of a type of art, so learning about paper weights, printing techniques, printer requirements, etc was (and still can be!) a challenge, but a fun one! Q. H O W LO N G D I D I T TA K E B E F O R E YO U R B U S I N E S S R E A L LY T O O K O F F ? A. I was able to quit my full time job and focus only on my freelance business after two years. Q. WHERE DO YOU SEE YOUR BUSINESS GOING IN THE FUTURE? A. I’m so happy with what I get to do every day, but I’d love to see my ready made pieces expand into other products outside of just prints and posters.

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Q. F O R T H O S E W H O D O N ’ T H AV E A B U S I N E S S B A C KG R O U N D, W H AT A R E T H E B E S T WAY S TO L E A R N T H AT S I D E O F I T ? A. Who knows! Ha! I don’t have a business background but I also make up what I’m doing half the time and just go with my gut. Q. H O W D O YO U S TAY D I S C I P L I N E D W H E N YO U ARE YOUR OWN BOSS? A. I think it must help to have a Type A personality like mine. But I’m also a procrastinator so deadlines help me a ton. Q. HOW DO YOU PRODUCE YOUR PRODUCTS? A. All of my printed pieces are printed locally here in Nashville at Midtown PRinting. I scan in my originals on an old HP scanner and then edit them in Photoshop. Q. W H AT A R E S O M E WAY S YO U M A R K E T YO U R S E L F ? A. Instagram wasn’t around when I first started, so that’s been a big help to me in the past few years. I’ve found that people like seeing your work and your life.

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C H E L S E A P E TA J A’ S

tips for success! “I suggest (and remind myself often) to be true to myself. Creat work that I love, that feels true to me, that challenges me, but is ultimately original. That’s why I dont follow a lot of other hand letterers of people that do similar work to me. Sometimes I can let their successes and beautiful work make me start to compare my own skills and accomplishments and I get in an unhealthy head-space.”

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S E L F E VA L U AT I O N

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Now that youâ&#x20AC;&#x2122;ve learned how some other creative business owners have gone from scratch to success, itâ&#x20AC;&#x2122;s time to focus on you. In this chapter you will be

BE THE ENERGY YOU WANT TO AT T R A C T .

guided to learn more about yourself through self evaluation questions. Self evaluation is so important in forming the foundation of your business plan! In a creative business, your passions drive your income. Now is the time to reflect on and refine the ideas running through your head, and get excited to plan your successful future!

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L E T â&#x20AC;&#x2122; S G E T S TA R T E D !

Before jumping in with your business plan, you first need to do some self evaluation. Sometimes it can be difficult to determine exactly who you are as a creative and what your true passions are. When you pinpoint who you are as a person and who your authentic self is, it creates a more original, personal voice as the foundation of your new business. This is how you stand out from the rest of the world and be original. If you genuinely have a connection to the products you make and take pride in each one, that passion will bleed out. People will be able to tell the work and heart you put into your products, and people will be more interested in your brand. This is why it is important to start the foundation of your business by evaluating who you are at your core!

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IF YOU ARE TRULY PA S S I O N AT E A B O U T YO U R W O R K ,

you bleed it. - CO U RT N E Y S H E LTO N, H I B R I D

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W H O A R E Y O U A S A C R E AT I V E ?

When someone asks “Who are you?” you probably respond with something like, “I’m an artist, a photographer, a mother, an illustrator, a DIYer, a student, a painter, a designer.” While these may be true, these are labels that you have earned with work and practice. What are the characteristics of yourself that made you choose to become these things? The reasons behind these labels is what makes you who you are.

As a child, what did you want to be when you grow up?

What were some qualities of yourself as a child that made you choose that idea?

If you could become anything you wanted, what would you say now?

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What are some of your talents? (things that you naturally succeed in.)

What are some of your skills? (things you have worked to develop.)

What do you do in your free time?

If you had no other responsibilites to distract you, what WOULD you do in your free time? Who are some people you are most comfortable around? If they were to look at your work, how would they describe your personal style? How does your work represent who you are as a person?

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When people think of

, they think of you.

What qualities or ideas do you want to be known for?

What are you passionate about? Are these things you could get lost in doing without looking at the time?

Why makes you passionate about those things?

Which of your hobbies or passions do you spend the most time on?

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WHEN YOU GET LOST IN SOMETHING, YO U K N O W 1 0 0 % T H AT I T â&#x20AC;&#x2122; S

meant for you. - CO U RT N E Y S H E LTO N, H I B R I D

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D O Y O U H AV E W H AT I T TA K E S ? Starting your own business and being your own boss might sound like the perfect, easygoing job. But it also takes a LOT of hard work, and a motivated, self driven individual who is willing to step out of their comfort zone! Below are some traits of successful creative business owners.

- doesnâ&#x20AC;&#x2122;t easily give up on their goals - wants to make a difference in the world - you love collaborating with other creative people - not afraid to take risks - is self motivated and able to stay focused - will step out of their comfort zone - constantly coming up with new ideas - willing to learn - has a passion for what they do

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Did you see any of these qualities

This transition of starting your

in yourself? If you did, you are

own business doesnâ&#x20AC;&#x2122;t have to hap-

on the right path! And remember,

pen all at once. It will take careful

there is always room to grow and

planning, trial and error, focus,

improve if you are still easing in

and a lot of work! Itâ&#x20AC;&#x2122;s okay to, as

to some of these traits. The big-

they say, keep your day job while

gest thing you need to have is de-

you develop your business on the

termination, passion, and the will-

side. Patience is key!

ingness to take the leap!

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I C R E AT E W O R K T H AT I L O V E , T H AT F E E L S T R U E TO M E , T H AT C H A L L E N G E S M E , B U T T H AT I S

ultimately original. 140

- C H E LS EA P ETAJA , O H MY D E E R H A N DMA D ES

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F OC U S I N G YO U R PA S S I O N S Let’s talk about focusing your passions into your business ideas. While you may have a million ideas whirling around your mind, it’s time to choose one or two to narrow down to start your business in. It is better to do one thing amazingly, then to do many things just mediocre. You can’t be everything to everyone! Plus, it will be easier to market yourself and determine your target audience. Eventually, when your business is already established, then you can begin to branch out more. It’s easier to become known for doing one thing well, such as: “the woman who is amazing at hand lettered wedding invitations,” “a master at web design,” or “the photographer who has a knack for capturing emotion in family photos.” It’s time to narrow down your ideas. Focusing will allow you to move forward! -

to move forward, choose a direction and dive into it! 141

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WHY? The WHY of what you do is so important. It shows what drives you and what will keep you going. If your reason for starting a business is to cash in on a trend, make easy money, or because you donâ&#x20AC;&#x2122;t have anything else to do, maybe you should re-evaluate what you are doing. Choose something that you will get out of bed each morning and feel excited about. Choose something that you love. Choose something that you will be motivated about long term.

What of your talents/skills/passions do you think would make you most excited to start a business in?

WHY do you want to start a creative business?

Are you choosing this based on your authentic self and your passions, or are you basing your business idea on what others are doing now? 142

business idea basics MY BUSINESS IDEA:

MY PRODUCTS/SERVICES:

W H AT I WA N T M Y B U S I N E S S TO BE KNOWN FOR :

B U S I N E S S LO C AT I O N : (ONLINE, PHYSICAL STORE, ETC)

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chapter two GOAL SETTING

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Now that you’ve focused on an idea, it’s time to set some goals. Setting goals is the next important step to getting where you want to be. Your goals will

LIVE BOLDLY. PUSH YOURSELF. DON’T SETTLE.

determine what you are working towards, and how to get there. Good goal setting is a combination of challenge + reality. They have to be goals that are realistic, but will take work and perseverence to reach them. This chapter will introduce you to goal setting and help you set some actionable goals. Then you will have a plan on how to hold yourself accountable and strive forward in progress!

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G E T T I N G S TA R T E D W I T H G O A L S E T T I N G As mentioned in the intro, good goal setting is a combination of challenge + reality. Your goals should make you feel excited and motivated, not stress you out and give you anxiety about reaching them. Actionable goals are different than New Year’s Resolutions. These aren’t wishes that you are expected to give up within a few months (or weeks). These are the necessary steps that you HAVE to work towards in order to start and grow your creative business. They are so important on keeping yourself on track and moving forward - and if you don’t follow through, your business will not grow! Think about where you want your business to go in the future. Do some research, think about what you really want, and what will be most important for growing yourself and your business. Now set some goals! A good suggested timeline for setting big goals is a year. They should be big, but not so big that they are unreasonably unattainable.

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However, good goals will push you. You WILL be able to accomplish them if you put the work into it!

MY TOP 3 BIG GOALS

1 2 3

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TA C K L I N G B I G G O A L S Now, you may look at your list of big goals and think “How will I actually reach those from where I am now?” Here’s something that will make it easier. For each of your big goals, do some research and thinking and make a list of all the tasks you will need to do to reach that goal. Make a list of those tasks below!

goal one

WILL COMPLETE BY:

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G O A L O N E TA S K L I S T

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G O A L O N E TA S K L I S T

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goal two WILL COMPLETE BY:

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G O A L T W O TA S K L I S T

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G O A L T W O TA S K L I S T

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goal three WILL COMPLETE BY:

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G O A L T H R E E TA S K L I S T

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G O A L T H R E E TA S K L I S T

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THIS IS YOUR LIVELIHOOD. Y O U G E T W H AT Y O U

put into it.

-MA R I C R I S E MMA M E N D E , PA P E R PA N D U H

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SETTING SUBGOALS

Now that youâ&#x20AC;&#x2122;ve listed all the tasks you have to do to reach your bigger goals, its time to set subgoals. Dividing your larger goals into different steps and taking on a little at a time will help reduce your stress and give you manageable checkpoints. These subgoals can be made monthly, weekly, or even daily! This will help you continually make steady progress and keep yourself accountable. Keeping yourself accountable is important when you are your own boss! I find that when I write down my daily and weekly goals, it motivates me and gives me a more active, productive mindset. Plus, it always feels good to check something off my to do list! When determining subgoals, make sure your goals are as specific as possible. Your subgoals should be actionable steps. For example, if one of your monthly goals is to redesign your website, think about exactly what you want to redesign and how you will do it. For a daily/weekly goal,

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say something like â&#x20AC;&#x153;Enhance the navigation menu of my homepage by adding more menu options.â&#x20AC;? This way you will know exactly what you need to do and you can jump right in and get started!

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CONTINUOUSLY REVIEW Constantly reviewing and reflecting on your goals is the biggest way to keep yourself on track and not lose focus. Looking at your goals often reminds you what you are working towards, and continually refreshes your motivation!. Another tip that can help you stick to your goals is to set reminders for yourself that pop up on your phone. With so much on your mind, a little reminder is always helpful!

F I N D A C C O U N TA B I L I T Y Itâ&#x20AC;&#x2122;s a great idea to find a few people and show them your goals to keep you accountable. When you have friends/mentors checking in with you and pushing you, itâ&#x20AC;&#x2122;s a great encouragement to keep going! Meeting with one or two other people over coffee to chat about our weekly or monthly goals leaves me feeling inspired and rejuvenated in the direction I am going.

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V I S U A L I Z E A N D S TAY P O S I T I V E ! Positivity is fuel to progress! Keep visualizing the end result and what you will have accomplished when you reach your goals. It will seem far away at first, but donâ&#x20AC;&#x2122;t underestimate yourself. You have the capability to make it happen, and continuously tell yourself that. Get excited about your future as a creative business owner and think about how proud you will feel of yourself when you see everything coming into place. Work hard now, and your future self will thank you!

TRACK YOUR PROGRESS Throughout the process, keep track of what you have accomplished. Make mementos and keep statistics along the way so you can go back and look at them later to compare your progress. For example, if one of your goals is to increase your instagram followers, keep a log each day of what you do, and what your follower growth is per day, week, and month. This way you will be able to see the patterns and find out what is working for you.

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Don;t forget to reward yourself when you check goals off your list! Set up a reward system for yourself for every so many goals you accomplish. Maybe itâ&#x20AC;&#x2122;s something as simple as treating yourself to a pastry and coffee! Creating an actionable goal plan,, finding accountability partners, staying positive , reviewing and tracking your progress, and creating a daily routine to work on these goals will jumpstart you on the road to bringing your creative idea into reality!

Jot down a positive quote you like that you can look back at for motivation.

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FOCUS ON THE GOOD THINGS

everyday.

- M O L L I E G R E E N , L A FA M I L I A G R E E N

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A crucial element of business planning is research. In a formal business plan, its expected that you have a detailed outline of what your industry and target market is. Doing the research will not only help you to know how to approach your marketing strategy, it will

DONâ&#x20AC;&#x2122;T CALL IT A DREAM, CALL IT A PLAN.

show people that you are committed to making your business successful! Before you can start marketing, you have to know everything there is to know about the specific type of market you want to get into, what your target audience is, your competition, and your ideal customer.

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W H Y F I N D Y O U R TA R G E T M A R K E T ? Without finding your target market, it will be hard to reach the type of customers that fit your brand. It’s like speaking to a crowd of people about a topic that only a few might be interested in. Now, if you are speaking to a specific crowd where they are all interested in that topic, you will have much more response! Let’s start by asking one question. What problem is your business solving for your customers?

A few examples might be something like, “I provide photography services for businesses who are in need of professional looking photos to use on their websites or social media accounts.” Or “I make all-natural, organic candles for those who are concerned about burning harmful chemicals in their households.” This goes back to why you had your original idea. What does your product have to offer to the public? Why do they need it?

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Your businessâ&#x20AC;&#x2122; main product/service is:

What problem is your business solving for your customers?

What does your product have to offer to the public - why do people need it?

What will attract people to your type of business?

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IDENTIFYING YOUR COMPETITION If your business isn’t around, who do people go to right now to buy the type of product you would sell? It’s a must to identify who your competition (or peers) are. When you know what your customers’ other options are, you can figure out what special qualities about yourself will make you stand out from them. You can also learn from your competition. Observe successful businesses and see what they do to be successful. When you know who your competitors are, it is also easier to identify your target market. You can look at what type of customers buy from your competitors. and then you can figure out how to attract that type of customer to your business too.

Do some research to find out who your competitors are. If you are only selling in one area, check out if anyone else is selling a product similar to yours in your area. If you are selling online, that opens the door to MUCH more competition.

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Make a list of keywords that will describe what your business is about. These words would be what customers would type in to Google if they were trying to find your product.

Now search these keywords yourself, and see what comes up. Do some research on some of the top companies that sell your type of product. Look at their logos, their website design, the type of products they offer, the promotions they run, etc. Find out all you can about them. This is a great way to see what will work in your target market; by observing what the best do and learn from them.

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COMPETITOR PROFILE Take a closer look at one of your top successful competitors. Asking these questions will allow you get more in depth with who they really are and what they stand for, what you can learn from them, and what you can do differently.

Competitor: Year they were established: Who started this company? What is their story?

What is their brand message/mission statement?

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What type of audience do they service?

What type of services/products do they offer?

What are their strengths?

What makes their website visually appealing?

What makes them unique?

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How does this business connect personally with their customers?

Describe the brandâ&#x20AC;&#x2122;s overall look and feel.

How do they find and attract customers?

What type of promotions do they run?

What are their weaknesses/disadvantages?

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A P P L I C AT I O N Now that you have really studied what makes your competitor successful, the next step is to apply that research to your own business strategy.

However, be careful that you donâ&#x20AC;&#x2122;t COPY your competition, but instead take inspiration from them, expound upon, improve, and build on what they have done. Figure out a way to adapt what is working for them in your own way. To make yourself stand out from them, you need to stick to your own personal voice and do what YOU do best.

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GET PERSONAL Hereâ&#x20AC;&#x2122;s where you apply your research and think about ways you can stand out from your competition.

What do you like about your competitors marketing strategies?

How can you apply these successful strategies to your own business?

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Can you improve on your competitors weaknesses?

Why do customers like this brand?

Why do you want customers to like YOUR brand?

What will you offer that your competitors donâ&#x20AC;&#x2122;t?

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YO U M I G H T FA I L , YO U M I G H T S U CC E E D. B U T T H E R E â&#x20AC;&#x2122; S N O WAY T O K N O W

unless you try.

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CO U RT N E Y S H E LTO N, H I B R I D

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Y O U R TA R G E T A U D I E N C E Who are you talking to when you adver-

Over time, you will probably begin to

tise your creative business? Owning a

see a trend in what types of people are

business is all about catering to an ideal

attracted to your products, and you

type of customer. Knowing your target

can market to their needs. Chances

audience will help guide you in all oth-

are, the more you narrow down your

er aspects of branding and marketing.

target audience, the more success you

If you solidly establish who you are ap-

will have. You may think, “oh, well

pealing to, then you can confidently go

women of all ages will like my hand-

forward with creating your company’s

made jewelry.” While this may be true,

identity. You want to know your ideal

it is more beneficial to pick a certain

customer so well that you can predict

demographic to market to. While you

what they will want next and be one

may want everyone to be interested in

step ahead of the game. Once you es-

your product, the truth is that natural-

tablish your business, pay attention to

ly there will be certain types of people

what types of customers you are getting.

who are drawn to your business. If you 177

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identify what that customer demographic is beforehand, you can create a brand that a certain type of person will be in love with, rather than have a wide variety of people who are just slightly interested in it. Think about what type of communities your ideal customer would belong to. Are they a crafter? A blogger? A paper lover? An advocate of all things earth-friendly? Make sure that your business identity reflects your target market by asking yourself, “who would be attracted to my products and artistic style the most?”

“Instead of trying to market to any and everyone, I crafted my ideal customer in my mind, and began marketing specifically toward that type of client.” -SARAH GLUCHAKI, WINDMILL PAPER BOUTIQUE

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YOUR IDEAL CUSTOMER Letâ&#x20AC;&#x2122;s paint a picture of what your ideal customer would look like. Keep in mind the research you did earlier with your business competitors, and think about what kind of people are interested in those brands. This exercise will very specifically nail down the most likely type of person to buy your products! Who, specifically, is your product or service designed for?

What age range and gender are they?

Where would your ideal customer live?

What type of income do they have?

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What would their hobbies and interests be?

How would your product fit into their lives?

Where does your customer go to shop?

What other types of things do you think your customer would buy with your products?

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Keep these questions in consideration when you reach the Brand Development chapter - the decisions you make in building your brandâ&#x20AC;&#x2122;s identity will be closely correlated with your target clientele.

In many cases in creative businesses, YOU, the business owner, are an example of an ideal client! You have a passion for your product, and you most likely live and breathe it. You do what you love! What better way to find others who will love your product than firsthand knowing what they would want?

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Branding is the personal experience you give yourself and your customers that makes your business unique. Your brand covers who you are, what you are about, what you want to be, and how

GOOD THINGS COME TO THOSE WHO HUSTLE.

you want people to view your business. What does your business look like, feel like, act like, and sound like? By carefully crafting your brand identity, you can set the tone for how you are perceived and what type of people you want to attract. This chapter will touch on the basics of the brand development process to get you started with developing your businessâ&#x20AC;&#x2122; unique personal brand!

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NOT JUST VISUAL

While your brand identity is about how your business will look and feel like, branding as a whole is much more than that! It also includes your mission statement, your core values, your creative spirit, and the dreams you have for your business. It is your message to your customers, your content, style, voice, products, and customer experience. You want to incorporate yourself into your brand. Here is an exercise you can do to really experience and understand what branding is firsthand before you start on your own. Find a store that you really like the design and atmosphere of. Some stores with great, consistent brand identity are Starbucks, Target, Panera, Dunkin Donuts, Anthropologie, Jamba Juice, Kate Spade, Godiva, Sephora, etc. Think about your first impressions when you walk up to the storefront and step inside, and answer the following questions. All these things were carefully crafted to work together to create the businessâ&#x20AC;&#x2122; personal brand.

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Store Name What colors are their logo? What catches your eye first about the storefront? What do you hear? What is the color scheme and decor like inside? What emotions do the colors and atmosphere make you feel? What is the customer service like?

What products are offered?

How are the menus and/or product packaging designed?

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Where do they utilize their logo?

Who do you think their target audience is?

Can you tell what their main brand values are?

M I S S I O N S TAT E M E N T Your mission statement is a one line sentence that describes who you are and why you do what you do. Itâ&#x20AC;&#x2122;s one of the first things someone reads to see what youâ&#x20AC;&#x2122;re all about. When people ask what you do, this is what you tell them first. It definitely takes some thought to whittle down everything your business is about into one sentence, but it will be worth it!

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tips: .

Keep it simple and relatable. Make sure it is easy to read and understand. Instead of using a lot of long professional jargon that can be confusing, act like you are talking to a friend and explaining a summary of what you do.

Be specific. Donâ&#x20AC;&#x2122;t be too generic. Identify what makes your business special, and say it! Instead of just telling people you are a graphic designer, say what type of design you specialize in. If you are a photographer, be specific as to what types of photography you cover. Are you a portrait photographer? Product photographer? Lifestyle photographer? This will be more memorable to people and it will help them understand what you actually do.

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Answer these questions to help you determine your mission statement. Who does your business serve?

What do you provide?

Why should people care?

Why do YOU care about this?

What do you offer that makes you different then the rest?

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TRY WRITING A ROUGH DRAFT O F YO U R M I S S I O N STAT E M E N T.

NOW TWEAK IT AND R E W R I T E I T A D I F F E R E N T WAY.

W R I T E YO U R F I N A L M I S S I O N STAT E M E N T.

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D E S I G N F O R Y O U R TA R G E T A U D I E N C E Depending on how you design your brand identity, you will attract certain types of people. Design your brand identity to draw in your target audience. If your branding doesn’t reflect this, it will be hard to attract the right type of customers. Think about the exercises you did back in the Research chapter and the type of audience you want to attract, and use this when making decisions during your brand development process. You want your customers to be able to relate to your brand and see themselves in it. Put yourself in their shoes and think about what they would be attracted to.

W H AT ’ S Y O U R V I B E ? Think about what you want your brand to feel like. to look like. what emotions you want to evoke with your design and products. list words that describe these things. Some examples of descriptive words are “rustic, relaxing, warm, inspirational, witty, etc.” for more words, try looking up your main words in a thesaurus and seeing how else you can describe the same concepts. 190

PERSONALITY WORD LIST:

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GETTING VISUAL When making design choices such as color, fonts, logo, photography, etc, make sure you keep everything consistent and reflective of your businessâ&#x20AC;&#x2122;s style and voice. Colors are powerful, and they can influence how a person feels when looking at them. For example, if you are selling aromatherapy candles designed to reduce stress and promote relaxation, choose a relaxing, calming color scheme. Doing some research on color psychology before you choose will give you an idea of the general emotions correlated with certain colors.

MOOD BOARDS This is a GREAT way to start putting together inspiration for your colors, fonts, and style. When I made my mood board, I did it in a slightly different way. Over the years I have collected items that I love and am drawn to, such as colored patterned plates and mugs, books with beautiful cover designs, notebooks with pretty covers, fun pillows, stationery, art prints, etc. I took a lot of these things and put them all together on the floor. When I had them all 192

together, I realized that I had a consistent style that I was attracted to. Over the years I had naturally been drawn to certain colors, font styles, and patterns. I took a photo of all my things that I love together, and began picking out color palettes and writing down descriptive style words based on what I was seeing. It gave me a true look into what my personal style is.

There are other ways to create mood boards, of course. One way is to put up a bulletin board or a poster board, and attach things that you gain inspiration from and hope to draw from when creating the branding for your business. The very easiest way to create a mood board is through Pinterest. There is a world of inspiration out there, and Pinterest lets you capture that digitally in one place. 193

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W H AT â&#x20AC;&#x2122; S I N A N A M E ? Before you can start on a logo or the other visuals, you have to decide on an name for your business! Everything else you will do will be based on this. Pick a name that will resonate with your target audience, is pleasing to say and read, is memorable, and will communicate what your brand is about.

To start, make a list of all the adjectives you can think of that convey the feeling or purpose you want your brand to be about. Then look up in a thesaurus different ways to describe it. Think about why you are starting the business and what inspired you. Think about the purpose you are going to serve. BUSINESS NAME IDEAS:

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Here are some questions to ask when brainstorming about your business name:

• Does it communicate what my business is all about? • Is it already taken? Do some research to see what’s already out there and make sure there isn’t anything too similar. Check with the U.S. trademark database to make sure your name can be registered. • Is it available as a domain name? • Does it look and sound pleasing? • Is it broad enough to grow with me if I expand my business? • Do I include any symbolism or plays on words?

MY BUSINESS NAME:

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CHOOSING COLORS A helpful free resource for choosing color schemes is Adobe Kuler. This allows you to explore color schemes easily, and you can even upload your own photos that you like and craft a color scheme from it., as well as search colors by mood. When you find a color scheme you like, make sure to write down their HEX codes so you can match the exact colors later.

When you have chosen your main color pallete, add a few neutrals in addition to the main colors. This gives you more variety, and will come in handy for things such as body copy. Explore the tints and shades of each color to find different darker or lighter varieties to complement.

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LOGO

BUY A LOGO DESIGN

The design of your logo is so im-

There are websites such as Creative

portant. Your logo should be easy

Market, Etsy, the Hungry JPEG,

to read, simple, and stylish. This is

etc that sell pre-made logo kits. You

the first impression of your business

can browse through and choose one

and should be cohesive with the

that you like, and they are relative-

style you want to portray. It should

ly inexpensive. If you arenâ&#x20AC;&#x2122;t a de-

say something visually about who

signer, this is a good way to go. You

you are, be purposefully designed,

can also pay a professional graph-

and look professional.

ic designer and work with them to create a logo that really embodies

There are different ways you can go

your style and purpose. While this

about choosing a logo.

will be more expensive, it is definitely worth it in the end to have an impressive logo to capture peopleâ&#x20AC;&#x2122;s attention. 197

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DESIGN YOUR OWN LOGO If you have training as a designer, or want to try your hand at designing your own logo, by all means, go for it! However, if you aren’t a designer and do want to try designing your logo yourself, it is helpful to seek out a designer or two and ask their opinion before making your logo official. They will likely have great feedback that will help you make it even better!

tips for designing your own logo Be selective with your fonts. Don’t use more than two, and if it is a handwritten font, make sure it isn’t hard to read. If you do use two fonts, make sure they pair correctly and complement each other. Use fonts that match the style of your business. Each font has a certain mood it gives off. They can be playful, classic, modern, whimsical, corporate, feminine, masculine, etc. The one you choose should be consistent with the emotions you want your brand to evoke. Also check to see what the licenses are on the fonts you want to use. A lot of 198

fonts are only available for personal use and you may have to pay more for commercial use. Use proper spacing. Give separate lines a little room to breathe, and use equal spacing between words and letters. Consider the overall shape. Make sure your logo will fit in both horizontal and vertical spaces, and that the overall design is balanced. Does it scale easily? When you make your logo smaller or bigger, does it still translate as well? This is important because you will be putting your logo on varied items, so it needs to still be readable when scaled down. This is one reason a simple logo is better! Use limited colors. You donâ&#x20AC;&#x2122;t have to use your entire color pallete in your logo. After you ensure that your logo looks good in black and white, then you can choose one or two colors if you want to.

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PEOPLE WILL KNOW YOU FOR YOUR

consistent style & look. 200

- N ATA L I E K U N K E L , N ATA L I E K U N K E L P H O T O G R A P H Y

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BRAND CONSISTENCY Once you perfect all the elements of

get people used to what your brand

your branding process, you want to

looks and feels like and they can begin

remain consistent with it (with the ex-

to recognize your style.

ception of tweaks here and there) If

For social media, you can do this by

you are changing your brandâ&#x20AC;&#x2122;s appear-

taking or editing most of your photos

ance all the time, it will be confusing to

in the same style, or by using a simi-

your customers and will stop you from

lar color pallete. When you look at the

growing and being recognized. Wheth-

thumbnails of all your instagram pho-

er its your emails, social media posts,

tos on your profile, do they all have a

website design, packaging, or photog-

similar feel, or are they all over the de-

raphy style,, be sure that everything

sign spectrum?

correlates with each other and pushes forth your amazing and unique brand! Use the same fonts, colors, and design elements across the board. This will

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WEBSITE As our world is now more technol-

you can hire a web designer to create

ogy driven than ever, a website is

one for you. The most popular do it

a must. While having other online

yourself website builders are Word-

presences such as Etsy, Facebook,

press, Squarespace, and Wix. For an

Twitter, etc is a really good idea,

online shop, Squarespace and Shopi-

an actual website is something that

fy get the job done well. Itâ&#x20AC;&#x2122;s simple

you should not leave out. It will take

to set up and get going once you get

some work to set one up, but it will

used to how the website works! With

be worth it! Making a website may

these you can customize your images,

sound intimidating, but it doesnâ&#x20AC;&#x2122;t

fonts, headers, navigation, blog posts,

have to be as hard as you think.

everything! You can even link your so-

Unless you are good at HTML and

cial media and Etsy pages right to your

CSS coding and can build your own

website.

from scratch, you can use a website builder to simplify the process, or

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things to include: Domain name. Buy your own domain name so that you can claim it as your own! Product photography. Take your own photos if you are well rounded in photography, and if not, invest in a professional photographer. Professional looking photos will do wonders for your credibility and visual appeal. Logo, About Page, Contact Page, Services/Products, Blog (if you have one). These are the most basic things necessary to have on your website. Email sign up option. On your website, have a place where customers can sign up to join your email list. Provide them with a coupon, freebie, or some kind of incentive in order to join up for the first time.

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BRAND VOICE Another part of your branding aside from the visual aspect is how you connect and interact with your customers, and what tone you use when writing copy for your blog, website, social media posts, etc. This is called your brand voice. Its a feeling and personality that people think of when they think of your brand. Everything you write, whether its an instagram comment, sales copy about a product, an email about an upcoming event, you should write it in the same tone of voice. Is your business playful, fun, and witty? Then write in a way that reflects that fun personality! Leave the huge words and serious, formal sentences to the corporations. When you write in a more personal way to your customers, it makes them feel like they are connecting with you and relating to you as a person. An example of a company with a distinct brand voice is â&#x20AC;&#x153;Ban.do.â&#x20AC;? Ban.do is a lifestyle brand specializing in gifts and accessories, designed by a group of girls in Los Angeles. If you visit their website and read things that they post, their brand voice is very informal, fun, feminine, whimsical, and positive.

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MY BRAND VOICE

WILL BE:

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CUSTOMER EXPERIENCE You want your customer to have a

YOUR CUSTOMERS

great experience interacting with you

If your customerâ&#x20AC;&#x2122;s experience buying

and your brand. Some ways to be in

from you was better than they imag-

touch with your customers by replying

ined, they will most likely come back

back quickly to emails, messages and

for more! One way to encourage them

comments, having customer appreci-

to come back is through bounceback

ation gifts or coupons, sending hand-

cards. Whether these are physical

written notes, giving free advice, say-

cards or a thank you email , bounce-

ing thank you, following up with them,

back cards show your appreciation for

and much more! Basically, you want

buying your product, and offer a dis-

to make your customers feel special,

count on their next purchase. This way

and make their interaction with you an

you can encourage a one time custom-

even better experience then

er to turn into a repeat customer.

they expected.

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HOW TO KEEP

Every 4 - 6 months, follow up with customers through email with an incentive to revisit your website. Send a simple â&#x20AC;&#x153;we miss youâ&#x20AC;? email with a gift or coupon., and likely they will come back to your website so they can redeem their gift!

Have a loyalty program! Let people opt in to becoming part of your loyalty program, whether its a punch card with a free gift after a certain amount of purchases, online rewards coupons, or exclusive member-only info sent through email. This gives customers a reason to keep coming back to you rather than somewhere else!

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So you have creative talent, a great product, and a brand identity. Now it’s time to let the world know! In order to grow, you HAVE to invest time, ef-

EVERYTHING YOU DO NOW IS FOR YOUR FUTURE.

fort, and often money into marketing. Think of it as the fuel for propelling your business forward. It’s a constant effort. Now, online marketing is easier than ever before. Small business owners have access to the same audience online as big companies, and guess what - it doesn’t have to be expensive! This chapter will explore the basics of marketing and introduce you to different ways you can promote your creative business.

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C R E AT E A M A R K E T I N G P L A N First things first, make yourself a marketing plan. Have your goals list handy when making it - your goals for each month will direct your marketing efforts. List out what you want people to know about each month, such as new blog posts, a product launch, a contest, or different promotions. What things do you want to achieve in the next coming months? From that list, pick out main objectives and center each months marketing campaign around them. Planning things out in advance is so important. You want your marketing to be focused and consistent so you wonâ&#x20AC;&#x2122;t become overwhelmed and scattered. Use the Creative Business Planner to keep track of your marketing ideas and goals, and your social media post schedule! Be prepared so you can put your best work out there. SOCIAL MEDIA MARKETING Marketing = growth. There are lots of different ways to market your small business, and the good news is that a lot of them are free! A good website, 210

Facebook, Instagram, Twitter, and Pinterest are all so beneficial for marketing in this day and age. If you donâ&#x20AC;&#x2122;t have these things, a lot of people wonâ&#x20AC;&#x2122;t even know about you. Social media is a must have for business owners. This is the most inexpensive and effective way to reach potential customers and make yourself known to the world. The popularity of social media has risen steadily in the past years, and it will only become more important in our technology driven world. To take advantage of the full potential of social media, you have to understand the best ways to use each platform, be consistent, put out good content, and engage with others. Be consistent with how much you post; donâ&#x20AC;&#x2122;t just post sporadically. Try to post once a day or every other day on social media. The best way to ensure you are putting forth your best content is to plan in advance. Otherwise, you might be stressed about having to come up with things last minute. When planning ideas, research trending topics, events, or holidays coming up.

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Also consider your own goals and

BRAND CONSISTENCY

promotions for each week or month.

When creating content for social

Then you can think about what pho-

media, make sure that it reflects your

tos you will need to take or what con-

business style in voice we went over

tent you will need to design. I recom-

in the previous chapter. Each photo

mend writing everything down and

you post should fit in with the overall

scheduling it in the Creative Business

feel of your branding. Does it show

Planner! Then there is no confusion

what your business is about? Does

of what youâ&#x20AC;&#x2122;re posting and when.

it share your message? Is it just for fun? Are the photos edited in a similar style? To help determine this, go back to the list of words you made that describe your business style. If your style is colorful, carefree, and feminine, then reflect that theme.

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I N S TA G R A M Instagram is all about photos and

a feed started, then follow people

videos. It;s a way to give the world a

who you think will enjoy your con-

look into your life and engage with

tent. Friends, industry leaders, com-

others. Content is constantly cycling

petitors, other local businesses, etc.

through hourly, providing inspiration and fresh visuals. Hashtags al-

how to get followers:

low you to tap in on trending topics

Hashtags. Hashtags allow others

and certain niches. Content posted

to find your photos based on key-

on here should showcase your prod-

words they search for. Use hashtags

ucts in an appealing, real-life setting

in a smart way. Research trending

and build up trust and familiarity in

hashtags, and think about how you

a more human way. Instagram also

can relate your products to those

has a high engagement rate, mean-

topics. Think about relevant words

ing more likes and comments. When

to describe the photo you are post-

starting out, post a few photos to get

ing, and use these as hashtags.

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In general, the more hashtags, the more audiences you will be able to appear to. However, don’t go crazy. Only use relevant hashtags, keep them simple, and don’t make them too long. Because really, is anyone actually going to search for things like #mydogisbetterthanyoursbecausehecanjumprope? Engage. Ask questions, compliment others, join in conversations. Make an effort to like people’s photos and follow relevant accounts. This way, people might become curious about who you are and check out your profile too. You can look at similar businesses as yours and follow some of their followers also! You already know they must like your type of product. Stay active, join in the community, and personally interact with others. This gives your business a human personality that people can relate to. FACEBOOK This is great for connecting with people, sharing, contests, messaging, and interacting with information and photos. Not to mention, on Facebook you can promote your posts and ads inexpensively and create events and groups.

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how to use facebook Post a combination of photos, statuses, promotions, and shares. When you only post promotional content it tends to get ignored more, as people want to feel like they are connecting with a real person and not just getting targeted as a consumer. Share, like, and comment on otherâ&#x20AC;&#x2122;s posts. Keep posts simple and ask questions to engage people. Posts that are shorter, have a call to action or question, and have pictures are more likely to get more engagement. Have great, professional profile and cover photos that will draw people in. Fill out all your information in your about page and set up a business page rather than a regular account. The business page has so many more options for business owners, such as showing you analytics on post success, allowing you to create offers, customize business hours and info, and receive â&#x20AC;&#x153;likesâ&#x20AC;? instead of friend requests. You also have the option to boost posts, which means you pay to have certain posts show up in the news feed of specifically your target audience. . You can pay a small or large amount depending on how many people you want to reach. 215

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Facebook ads have grown in popularity over the past few years, and spending the money for this is well worth the investment. The biggest advantage to Facebook advertising is the ability to target certain audiences that would most likely be interested in your product. It does a lot of the work for you! These promoted page ads allow you to choose different options such as target audience location, age, gender, interests, and behaviors. TWITTER Twitter is valuable for interacting and sharing information with your specific niche. Itâ&#x20AC;&#x2122;s a constant stream of information that generates lots of impressions per day. When people go on Twitter, they donâ&#x20AC;&#x2122;t really want to see a bunch of promotions. They want to be entertained, see things they are interested in, and read information that is valuable to them.

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A G R E AT W E B S I T E AND SOCIAL MEDIA

presence is key!

- M O L L I E G R E E N , L A FA M I L I A G R E E N

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how to get more followers: Write a profile bio that is intriguing and to the point. When people see your profile excerpt when looking for accounts to follow, they will see your profile photo, name, and bio. Draw people in with a professional looking profile photo and a captivating bio. Use hashtags. Unlike Instagram, tweets perform better with 1-3 hashtags. Tap in on trending hashtags of the day or create your own that best describe what your tweeting about. Interact with others. Retweet, favorite, and reply back to people to tweet to and about you, especially those who may have a similar target audience as you. Try participating in Twitter chats. These allow you to connect with people in a certain niche, network, and share info. If you regularly participate in these, you will see your follower count go up and gain valuable connections.

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Post quality. Give your audience posts that they will be interested in and that will add value to their lives. Whether it is sharing helpful tips, words of encouragement, funny stories, a link to a blog post, announcements, or how your product can help their lives. Mix it up by using images once in a while too. These will stand out in a newsfeed of mostly text. PINTEREST If your target audience is women, you should definitely consider using Pinterest to promote your business! Pins with the most success have visually pleasing images and are free of pushy marketing. According to a study by Mildward Brown, Pinterest is a highly influential social media platform - with 93% of all Pinterest users saying they use it to research and gather information. 96% have used it to plan purchases, and 83% have bought something they found on Pinterest.

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With over 100 million users, Pinterest is a great avenue to consider. Pinterest is really good for drawing people in with an image and then directing them to your website or blog to learn more.

how to get more followers: Use Pinterest SEO (Search Engine Optimization). Optimize your account so your pins have more priority in the feed. When people search certain keywords. This helps you get noticed and be able to compete with others pinning the same content. Username. instead of just your business name, add something else in your username to describe your business. For example, if your business name is Lye and Lather, most people wonâ&#x20AC;&#x2122;t know to search that to find you. If your username is Lye and Lather Handmade Soaps, then that adds other keywords that will make your business show up when people search for handmade soaps.

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The business name actually only displays 37 characters, so you can maximize your keywords beyond that in order to have better SEO. In your pages About You, be descriptive! Maximize your 160 characters by listing your company name, what you offer, for who, and what problem your product solves. Go back and apply these keywords to your descriptions. To see other keywords for your business and see what popular keywords are suggested. Go back and apply these keywords to your descriptions. Doing all these things will help your business compete for the most exposure!

W H AT T O P I N Pins should be different than what you post on Facebook or Twitter. Pin with your niche in mind. Know their needs, problems, interests, hobbies, habits, and goals, and relate to those things when pinning. Your photos should be professional and eye catching, so that people will click on yours and not the one next to it. See what types of things your competitors are pinning for an idea of what your target audience likes.

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Pinterest users are looking for relaxation, inspiration, research, tips, tricks, and ideas. You can still promote your products, but do it in a more subtle way and pair it with fun information. Blog posts do really well on Pinterest.

As well as adding your own content, re-pin others content as well. Present the lifestyle of your products, rather than straight promotions.. Re-pin other topics that your followers would like or that will go hand in hand with your products. Make your board titles simple and organized.

W H AT T O P O S T O N S O C I A L M E D I A Mix up your content to keep things interesting. Include promotions here and there, but add “just for fun” content as well. I call it “soft marketing.” you aren’t using your accounts to bombard people with pleas to buy your products, but rather suggesting your products by making your brand interesting and attractive.

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SOCIAL MEDIA POST IDEAS

W H AT T O P O S T O N SOCIAL MEDIA

-inspiring quotes -product photos

Mix up your content to keep

-trending topics

things interesting. Include pro-

-DIY videos/tutorials

motions here and there, but add

-behind the scenes

“just for fun” content as well. I

-tips and helpful info

call it “soft marketing.” You

-promote blog posts

aren’t using your accounts to

- r e g r a m / r e t w e e t s /s h a r e s

bombard people with pleas to

-announcements

buy your products, but rather

-special offers

suggesting your products by

-holiday celebrations

making your brand interesting

-questions

and attractive.

-infographics

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OT H E R WAY S TO M A R K E T Business cards are a must. Make sure they are well designed and informative, and keep a few in your purse at all times. You never know who you could meet!

Magazines, radio, and online media. If thereâ&#x20AC;&#x2122;s a media source that falls in line with the same target market as yours (especially local ones,) they are always looking for new things and people to interest their audience. Try pitching yourself to them!

Think about a PR representative. If you have the money, a solid professional PR plan will be a surefire way to get your name out there.

Barter. If you have a product/service you think would complement someone else and vice versa, bartering services with other small businesses is a great deal. For example, designing a logo for a photographer in exchange for them taking social media photos for you. 225

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Online ad space. There are several different types of online ad marketing. Here are some of the most common types: • PPC/CPC (Pay Per Click, Cost Per Click) - put an ad out on the web, and pay a certain amount every time someone clicks on it. • CPA (Cost Per Action) - pay only when an ad click leads to a sale • CPM (Cost Per 1000) this has to do with impressions, which is how many people the ad is exposed to, regardless of clicks or sales. You pay a set amount per 1000 impressions. • conversion rate - this is the total percentage of people who interacted with your ad in some way - sales, clicks, new subscribers, etc. • CTR (Cost Through Rate) - data about how many people view your ads vs. click on them. A percentage. • social media ads - promoted posts, on social media with the ability to target certain demographics. • display advertising/banner ads - ads that appear on the tops or sides of websites you think your customer might frequent. 226

WEBSITE AND BLOG SEO Like mentioned before with the Pinterest search engine optimization (SEO), it’s also important for your website and blogs. When people search a keyword, you want your site to show up higher in the search results. This will take time to develop, and as your site gets more popular and accumulates more content, your SEO will become better.

Keywords matter. Be sure to add as many relevant keyword tags to your site as you can. However...don’t force keywords that don’t apply to your site. This will just frustrate people who aren’t looking for what you have to offer.

Update your title tags on blog posts to include keywords. Also update meta descriptions. This is the sentence or two that appears under your title on Google search results. Keywords will be bolded if someone searches for them and your site pops up.

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Increase your content. The more content you have on your site, the more words Google will be able to find to use as search words.

If you have a Wordpress, try out the Yoast SEO Plugin. This does most of the SEO work for you and gives you suggestions on how to improve your SEO!

M A I L I N G L I S T S A R E A M U S T H AV E ! Mailing lists are specific groups of people who have voluntarily chosen to opt in to receive emails because they want to know more about you and your product. Itâ&#x20AC;&#x2122;s so valuable because you have your biggest fans all in one place and you can continually keep them coming back for more. Offer email content that you think your subscribers will genuinely be interested in. Remember, you are competing with hundreds of other emails in their inbox - make it something they will want to open and read! Offer a discount/freebie as an incentive for people to join - this is proven very effective!

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Mailchimp, Aweber, and Convert Kit are all great portals to easily collect email subscribers and send many emails at once. On these, you can also track statistics to give you a better idea of which emails do better and who opens them.

EMAIL CONTENT IDEAS newsletters s p e c i a l o f f e r s /c o u p o n s links to blog posts behind the scenes & announcements new products helpful advice and tips product recommendations challenges

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chapter six BUSINESS PLAN & FINANCES

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In this final chapter, you’ll be introduced to the business plan and touch on the financial aspect of owning your own business. A business plan is an

DON’T CALL IT A DREAM, CALL IT A PLAN.

organized, written document that officially summarizes the main aspects of your business and what your plan is to succeed. In order to approach investors or banks for loans, you must have a business plan ready for them to look at. It’s also valuable for yourself too, so you can fully understand how all your plans work together. Writing a business plan is a learning experience!

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S E C T I O N 1 : CO M PA N Y OV E R V I E W Identify the need that your business fulfills. What are people looking for, and how are you providing for their need?

Who are you? Here is where you will write down your mission statement (look back to Brand Development chapter if you need a refresher on mission statements), your vision for where your business will go, and what your core values are, and a description of your business and where you will operate.

Who is your team? Will you be working with a partner, will you have employees, or will you do it all yourself?

What other people will you need to work with occasionally to start your business? For example, a freelance graphic designer or photographer, accountants, or PR rep).

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SECTION 2: PRODUCTS AND MARKETING Overview of your products. how you will produce them and at what time rate , hard costs, manufacturing, packaging, and shipping.

Target Demographic - Here is where you state your ideal clientele that you will be trying to sell to. Peek back at the Research chapter for a refresher on target demographic!

Marketing overview - what is your marketing strategy? How will you measure if your marketing efforts are successful?

Strengths, Weaknesses, opportunities, and competition. What do you excel in? What aspects of business ownership are you not the best at (potential employees or outsourcing for these.) What opportunities do you see for the future of your business?

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S E C T I O N 3 : F I N A N C E S A N D C A P I TA L N E E D S -What are your predictions for the future - 2 months, 6 months, and one year. What will your expenses, margin, net profit, and revenue look like?

Competition. Who are your biggest competitors? Are there any local competitors? How do you plan on differentiating yourself from them?

Finances. How much money will you need to start up, and where do you plan on getting that money? If you receive money from investors, what exactly will that money go toward? How will you repay that money?

Who will you start out selling to specifically, and when do you plan to start?

Contact information so investors can get in touch with you.

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business plan tips When you have your final answers for your business plan, write it all out formally. If you are showing other people your business plan, type it out nicely and get it printed. A business plan is usually around 10 - 15 pages. If you want, feel free to include visuals such as photos, sketches, or quotes! After all, you are a creative entrepreneur, why not make it interesting?

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HOW TO GET FUNDING

Build credit rating Good credit history helps banks consider you worthy of loans. There are lots of ways to improve your credit, including paying your bills on time, paying down debt, and checking your score regularly. Keep in mind there is a difference between personal credit and business credit! Personal Investment If you are willing to save up and put forward some of your personal money towards the startup, investors will be more willing to do so as well. Many advisers suggest working another job to maintain a source of income in the first year or two of starting a business. Borrow from friends/family When borrowing from others, its best to get contracts and transactions in writing and be specific about how much is

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Grants and Loans Grants are money given by private foundations and the government to an organization or individual to accomplish a specific task, program, or service. Most of the time itâ&#x20AC;&#x2122;s one that benefits a community, such as to aid research, education, or the needy, and is usually offered after a proposal or application is submitted. Loans are what most people do; if you are qualified you can borrow from the bank and pay it back with interest.

Credit Cards You can put initial purchases on credit cards, but beware of high interest rates. You have to be careful not to get in too far over your head.

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Try going solo Do you need people to make it happen, or can you manage on your own for a year, to work out the kinks of startup? This will not only save money on staffing, but help develop a solid product demand, and lenders are often more willing to invest in a small company that has been in business for a year so they can look at numbers, market, and business practices. Choose partners carefully Be conscious of choosing a co-founder with relevant skills/knowledge that compliment yours and lets you each focus on what youâ&#x20AC;&#x2122;re best at, but remember that all parties have to work extra hard, often out of their comfort zone, to build a business and establish customer relations and reliable/affordable suppliers in the first few years. Invest your profits Put your profits back into building your business.

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Start smaller Create a minimal or specific product or a line that meets a consumer need or demand, for the purpose of getting your foot in the door to the industry, and then you can develop your ideas into more detailed products and further your line or product development.

Donâ&#x20AC;&#x2122;t overinvest Only spend what you have. Avoid traps of temptation to have an expensive or perfect-looking office, computer systems or too much inventory. Instead, focus on your product and customer relations.

Be creative with cheap marketing Use the internet and YouTube. Even if you only invest a few hundred dollars into a video, the potential is that thousands will see it â&#x20AC;&#x201C; use social media like Facebook, Instagram, YouTube, tagging, following, etc. to build customer relations and interest.

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K N O W T H AT E V E R Y B U S I N E S S H A S

struggles and challenges.

-SA R A H G LU C H AC K I , W I N DM I L L PA P E R B O UT I Q U E

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Wa l k U p a n d A s k If you want other stores to carry your products, don’t be afraid of walking in and just asking. The same principle applies with customer relations and making business contacts – a friendly approach and connection goes a long way in creating word-of-mouth marketing. Practice face-to-face interaction and sales, and choose point-of-sale staff that engage customers in a positive, conscientious way. EXPENSES

AND BUDGETING

Tracking your expenses, budgeting, and keeping organized books are important tasks of owning a business. Even if it’s not the most exciting, it’s definitely necessary. Keep track of every transaction for tax purposes and for your own records, because you can use this information to see if your business is truly profitable. If not, you can adjust until it is. Track your expenses month by month, and then create a budget based on that feedback. You can also deduct a lot of things on your tax returns, so save those receipts!

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Here’s a list of some product expenses to think about:

Non-product expenses • craft/trade show fees

• materials/supplies

• display expenses

• tools, machines, equipment for

• photography, design, and web

production • extra fees and charges (such

development expenses (if you don’t do it yourself)

as Etsy listing fees, credit card

• promotional printing costs

fees, etc.

• advertising expenses

• shipping and packaging costs • your time. How much is your time worth?

• gas and hotel costs traveling to events • education costs (such as classes, e-courses, consulting, pro-

Basically, there are a lot more expenses than just product material costs, and sometimes new business owners don’t think about all the extras.

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totypes • contracting such as accounting work • website and email hosting fees

According to smallbiztrends.com, 50% of small businesses fail within the first year. Donâ&#x20AC;&#x2122;t let yours be one of them! Keep track of all your numbers, and if its just not your thing, hire an accountant. Try some different types of accounting software such as Quickbooks, Freshbooks, Wave, Xero, and Zoho Books. KNOW YOUR TYPE Figure out what type of business you are going to be. Here are the main ones: Sole proprietorships are the most common and easiest business structure to form. Sole proprietorships are only allowed for businesses with one owner, and there is no legal distinction between an owner and the business in a sole proprietorship. Partnerships are where two or more people are the owners. Each partner can contribute money, labor or skills in return for an ownership stake in the business. A limited liability company (LLC) combines the liability protection of a corporation with the taxation benefits of a sole proprietorship or partnership.

definitions from quickbooks.intuit.com

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H AV E A S E PA R AT E

FIND YOUR RHYTHM

BANK ACCOUNT

After you have established how every-

If you combine personal and business

thing will work with your business,

accounts, things can turn into a mess.

you will start taking on a routine.

Avoid this by keeping everything

Eventually you will be able to predict

separate.

slow and busy seasons, how much time

PAY M E N T CO L L E C T I O N Do yourself a favor and set a collection process for customers. Having a set process with due dates, late fees, contracts, and invoicing will make things so much easier to keep track of. Protect yourself by putting standards in place. At first you might feel like being flexible and trusting, but in the end you will be glad for the structure. 244

projects should take, and differences in sales and expenses. Streamline your precess as you go, and continually strive to improve your workflow. It helps if at the end of each week or month you reflect on the things youâ&#x20AC;&#x2122;ve done, identify which things worked and didnâ&#x20AC;&#x2122;t, and brainstorm on how you can do even better!

11 HABITS OF SUCCESSFUL WOMEN 1. She makes time for herself 2. She challenges herself 3. She educates herself 4. She understands guilt, acknowledges it, and moves on 5. She knows healthy doesn’t always mean going to the gym 6. She is financially savvy 7. She smiles 8. She can step away from her job and have a life outside of the workplace 9. She sets goals for herself and methods of keeping track of them 10. She celebrates wins, both big and small 11. She helps others through selfless acts of kindness

- I N S PI R ATI O N F ROM “ T H E DAI LY F E MME ”

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The journey through this book has come to the end, but this is only the beginning for you! As you go through the process of starting your creative business, use the companion book, the Creative Business Planner, as a tool to guide you the rest of the way. There you will find special worksheets designed especially for you as a creative business owner to use in your day to day life.

Stay confident, work hard, always be learning, and have fun as you start on your path to becoming a new creative entrepreneur!

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SOURCES Bennett, Anna C. “Pinterest Business: How to Propel Product Sales on Pinterest.” White Glove Social Media, 9 Jun. 2016, whiteglovesocialmedia.com. Accessed 19 Oct. 2016. Bowling, Lauren. “Money Management for Small Business: 6 Ways to Budget With Irregular Income.” Think Creative Collective, 18 May 2016, thinkcreativecollective.com. Accessed 25 Aug. 2016. Chapin, Kari. Grow Your Handmade Business. MacMurray, 1999. Char Co. “How To Style Photos That Grow Your Business.” The Char Co. Blog, 22 Jun. 2016, char-co.com. Accessed 08 Sept. 2016. The Collative. “How to Create a Strong Mission Statement for Your Creative Business.” The Collative: A Magazine for Creative Freelancers, 16 Jun. 2016, thecollative.com. Accessed 30 Sept. 2016. Conrad, Nora. “The Mini Business Plan.” Nora Conrad, 15 Jun. 2015, noraconrad.com. Accessed 04 Aug 2016. Creative and Coffee Blog. “What is Branding?” Creative and Coffee, 9 Jun. 2016, creative andcoffee.com. Accessed 19 Nov. 2016. Currie, Reeve. “Terms & Conditions: Protecting Your Business So You Don’t Have To Stay Up At Night.” Belong Magazine, 6 Jul. 2016, belong-mag.com. Accessed 19 Nov. 2016. Genther, Amanda. “Designing a Business Plan for Your Creative Business.” Amanda Genther Design

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SOURCES Studio, 5 Mar. 2012, amandagenther.com. Accessed 19 Nov. 2016. Pak, Mei. “A Sale A Day Challenge.” Creative Hive Co., 15 July 2015, creativehiveco. com. Accessed 06 Nov. 2016. Raouna, Koulla. “How to Create a Business Budget (Infographic).” Working Abroad, 5 Aug. 2015, careeraddict.com. Accessed 26 Oct. 2016. Tan, Raelyn. “SEO Tips for Newbies: Ranking Your Blog Content.” Raelyn Tan: Actionable Tips to Build Your Dream Blog & Business, raelyntan.com. Accessed 12 Nov. 2016. Wright, Ali. “6 Questions To Find Your Perfect Brand Name.” Dapper Fox Branding & Web Design, 18 Jun. 2015, dapperfoxdesign.com. Accessed 12 Nov. 2016.

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the creative

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