I started my business in May of 2006, it was basically something I did VERY part time as I had a great Full Time job. Whenever I could, I would take on a design project here and there or I would photograph a friend of a friend's wedding. It was very inconsistent work and was actually considered to be more of a hobby than anything. This all changed on May 15, 2007...the day I was laid off. The company that I worked for was moving to another state and I was unable to transfer. It would seem though that fate had her gracious eye on me because I was presented with an option that was simply a Godsend. As part of my "severance" package, I was given everything I needed to continue where I was leaving off...only I would be on my own. You see the company still had contracts in effect and wanted to fulfill them. It was pretty much a win win situation for everyone involved...and thus AVERA DESIGN was "officially" born.
At first I was literally sick to my stomach...nothing like this had ever happened to me before. Looking back, I now know it was a combination of excitement, nervousness, uncertainty and sheer adrenaline. This was a HUGE turning point in my life...probably the single most important moment to date. I had no idea how to run a business, but I knew that business would have to go on as usual because my clients always came first. So I went home, cleared out the guest bedroom and installed my new office. The next day came around and I was off to Florida to photograph homes...it was business as usual. Weeks went by and I solicited advice from just about anybody and everybody. I have a WONDERFUL support group filled with attorneys, realtors, brokers, CPAs and other business professionals. I am lucky to have so many experienced people as part of my network because without them I would have literally been in the dark. I will admit though that I've had several ups and downs, and have learned A GREAT DEAL through trial and error.
So here it is 2 years later, and I could not be happier! I have a strong client base and strive everyday to further increase its size and diversity. As it was in the beginning I primarily serviced the Real Estate sector, but have since then branched out and am making full use of my capabilities. I spent good money on an education so I figured I would use EVERYTHING I learned, rather than focusing on a single niche. This has proved to be greatly beneficial to my business development...especially in today's market. I am so proud of my success and want to offer a little advice that I received from various people along the way. IN NO WAY am I bragging, I just thought it would be a nice thing to hear...a refreshing change if you will, from the gloom and doom we hear in the media.
There are several things one should know before "Jumping right in."
1. Why would anyone want to conduct business with YOU?
What you set out to sell will probably be another product in a sea of similar items. So what makes it so special? It only becomes special if you believe it. In other words, unless you are convinced that it is a useful product or service that you are offering, you cannot convince other people to buy it.
2. Every business requires three things that form its support...namely a lawyer, a CPA and a creative minded person.
While the first two are very easy to get, it is the third one that is difficult to find. And, as a matter of fact, it is the third person that will be vital for your business. In the early stages, your business will depend heavily on promotional and branding activities. If your business lacks attractive logos, slogans, marketing campaigns, etc., - in other words, creating and establishing a business identity - all of which is taken care of by the creative person, it will not get going.
3. Get out there and SELL SELL SELL! Impress everyone you come in contact with.
One of the crucial factors involved in getting any business established is promotion. You have to do everything you can to get your business noticed. Most businesses come and go before anybody ever registers their existence. Most people are too busy to notice and remember your business. Therefore, you have to constantly bring it to their attention, until you establish a brand identity. However, it is important not to mislead people, because that will create a negative reaction, resulting in the failure of your business.
4. What competition?
Positioning yourself in the market is an important task. Check out your competitor's marketing patterns and then decide on your positioning strategy. What will your positioning strategy be? Is it best quality or a more innovative price strategy? Is it better after-sales service and a better marketing campaign, or are you planning to create your own niche? Whatever your plan, just concentrate on giving your best.
5. MARKETING 101 - Its all about perception?
Marketing is a perception that you want to create in the mind of your customers. Perception basically encompasses what the public thinks about your business. An efficient and persuasive salesforce can create a positive perception of your business. Along with this, you can use marketing strategies such as an eye-catching business name, graphics, and the like to also create an aura about your business that will attract customers.
6. Your business' identity is CRUCIAL
Everyone loves to see a lovely face. Your business is no different. Beautify it by giving it a face that the public will like and identify with. Also, evolve and make changes to the look every once in a while to prevent it getting jaded with time. However, while giving your business identity a face-lift is useful, it is important not to change it altogether, or you will end up confusing your customers. So, even if you buy a ready-made business, your main aim is to project it in the best possible way and not launch an entire new identity for the business. Finally, love your business like you love yourself. Only then will you see new perspectives for its growth.
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