Seven learnings from starting my own business

Glad not to
go by the book

I had always been interested in starting my own business, but if you're a teacher, communicator, manager, writer and editor what can you actually offer that people need? I learned the answers in my first six months of starting my own business.

I don’t do one thing; I do many things.

And in building up my own business, I can look down from my vantage point of the last six months and know what it means to go it alone.

1. People are very generous.

A number of my previous workplaces (and ex-colleagues) have been very supportive of me starting my own business. Work has been forthcoming on the basis of my “work” reputation, and this seems to be a continuing trend. If you can leave workplaces on a positive basis, you often have a ready-made market for your services.

2. People will also take advantage if they can.

My first network meeting resulted in an appointment to meet with a business about “doing a flyer”. After submitting my proposal, and organising another couple of meetings, it became clear that no deposit would be forthcoming, the business didn’t have a clue about market research, and had a minimal budget, but expected me to pull it altogether for a “doing a flyer” price, plus manage sub-contractors. I bowed out gracefully, but they weren’t happy.

I now have four criteria that businesses need to meet in order for me to work with them: a decent budget, a strategy or plan (or failing that half a clue), I don’t subcontract, deposit paid. It was a good lesson learned early.

3. No market research is sometimes a good thing.

The experts talk about niche market, giving the market what it wants and the marketing mix, and I don’t disagree with this. It’s just that I didn’t do it – not because I didn’t have a plan (I do have a very dog-eared business plan) but because I wanted to test the market by being in the market, and seeing where the demand is. Consequently, I am working in an area I didn’t even consider, and would have missed if I’d “researched the market”.

4. Have a back-up plan.

I did cheat. I got myself a part-time job for the cash flow. It helps me to also take jobs that meet my criteria (see point 3), and has also enhanced my business networks in an industry I never worked. The only thing is, even though I’m only there for three days a week, I resent it and it reminds me why I really don’t want to work for anyone, which is a good incentive.

5. The elevator speech is harder than it sounds.

If you work across as many areas as I do, devising and refining the elevator speech is practically impossible. At my first business network meeting, I thought I’d anticipate the audience and have my writing and editing spiel ready, and ended up talking about leadership. Now I just talk broadly in terms of communication and describe the projects I’ve worked on. It does require some common sense, and an aptitude to anticipate the audience and what they are interested in, but I know I sound authentic.

6. You can save bucketloads if you can use web-authoring software.

A webmaster is expensive. Updating and maintaining electronic media is expensive. So being able to do it yourself is a huge saving. Do some courses and learn how – it’s not as difficult or expensive as it seems! However, I have had to deal with calls from graphic designers who want to help me "make your site look better” and I have explained to them – as an editor and writer – the site is “fit for purpose” i.e. more about the bricks and mortar than the window dressing!

7. You are only scared if you haven’t done it.

Being in business is scary – until you are in business. Then it is just one of the things you do in your life. Sure there are problems and pitfalls, but starting my own business has also been a very rewarding experience. It opens your eyes to all sorts of possibilities and potentials, and gives you a different perspective on life. I’m glad I’ve done it, and sure, I admit I haven’t quite found my niche yet – and who’s to say I will?

But I’m having a lot of fun working it out.

Diane Lee is a teacher, writer & editor, who specialises in training, development and communications. Her mission is to encourage better ways of communicating with each other in the workplace, so that interactions are quality interactions.

7 comments | Add your own

Great article. The quote I have on the front of my business plan is "It is good to have an end to journey towards...but it is the journey that matters in the end" Ursula Le Guin. I have just started my own business and everyday is a journey, I don't know if this exact business will enable me to achieve my goals but I am a lot closer than I was when I was working for somebody else. Justine from Roma
Congratulations on venturing out and also on a good article. I have been solo for 19 years now, but I still have trouble with an elevator statement. A longterm client told me this week "you complete me" - not in the Jerry McGuire sense, but in the translation of ideas and work. It's a wonderful compliment, but still doesn't tell people what I can do for them!
Only now am I learning to set boundaries and refuse work if I feel it will make me resentful or is not worth it. Working with people who appreciate me is worth a lot to me, and I believe a lot to you.
Stick to your guns ... you will definitely get there.
PS I am a designer, but I never cold call - most of my work is on reference from others or enquiries from my website. I want people to use my services because they feel they can trust me and understand their needs. Trust and respect go a long way. Cheers. Karen from Springwood NSW
An encouraging article for one who's at the stage in life where, if I don't have a go at using ALL my talents, it will be too late soon. So I run a mostly mailorder business selling equipment for children, and have also found a niche as an agricultural and lifestyle journalist. Soloists younger than me think I should focus on one or the other, but I'm not aiming to build a huge business, and I'm having a lot of fun. My business has given me friends, contacts and challenges, and my writing has provided another set and an unexpected success. So when you are 'older' and become a soloist, don't feel you have to define what you do too narrowly. Cheers. Sue from Eureka, Waikato, NZ
In just 6 months you've learned the key lessons all soloists need to internalize if they are going to be successful. And of them all, your criteria for new clients, in my mind, is the most important. Kudos to you for getting to the heart of the matter so quickly...some soloists are still in the "half a clue" stage in their first couple of years (and wonder why they're not having any fun!!!). Luci Dawson from Albuquerque, NM, USA
Great article. I've been solo for 16 years now and I still do not concentrate on just one aspect of my niche. Sometimes I think it's those who haven't done it who put out that story that you have to find that one thing that you're good at and stick to it. As a soloist you answer only to your clients and to yourself (OK, and the taxman). So if you keep your clients more than happy, keep yourself more than happy, and earn enough to keep the taxman happy, then go for it! I've just spent today doing an in-house training seminar for a large company, and I don't think that one of them was really happy about being employed there -- sad isn't it. We soloists are soooo lucky that we've seen the light and have the guts to go out on our own. Bob Ronai from St Ives, NSW
Thank you for your positive feedback to this article! I find it heartening that I am not alone in what I have experienced in my start-up months. It is also heartening to hear about your approaches, which gives me faith that my "organic" approach might just work out after alll! Diane from Adelaide SA
I agree, it takes time to find a niche. I have only been flying solo a little over a year. At first I did not have a clue about what my niche should be and fell over it quite by accident. I discovered it was a combination of all that I am. I am a registered nurse, have a background in financial planning and am now a broker. I love the australian seniors and so was drawn to reverse mortgages. This is my calling card but not all I do. It gives me a public image that is readily recognisable.and lifts me above the crowd. Di Case from Sydney

7 comments | Add your own

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