Things I learned from launching 3 businesses as an introvert, female, minority solopreneur
Seth Godin and Tanya Moushi, 2014, COHOOTS Phoenix
Brief background:
First company: I opened a marketing and promotions company for artists/musicians and quickly pivoted to marketing for finance and real estate professionals when a client of mine went to jail. I was 19. The real estate market was roaring and when it dipped, I dissolved the company and went to college.
Second company: I opened a coffee shop based in Downtown Phoenix. It was located inside an awesome co-working space called COHOOTS. I had a co-founder and it was in the middle of getting my Masters degree in Philosophy and Business. I later bought her out and then sold the company to a supplier. My overt mission was to practice "extroverted" tendencies that I believed were necessary in the start-up world.
Third company: This was designed for lifestyle. I went from one extreme of rigid routine with the coffee shop to extreme flexibility in just needing a laptop. In my many years--for fun--I'd build full on businesses on Squarespace and test them out. It was like a weird Friday night hobby, but I got really good at it and that was the base service I provided. I wasted zero time on a logo and made the company name my last name. No wasted time.
Now that that's out of the way, here's what you should know:
Ageism is a thing. It was really tough to be a 19-year old consultant but the truth was I had been studying business and the evolution of entrepreneurship since I was 15. Now I'm 33, and the gray hairs make people believe I know what the hell I'm talking about.
Make a standard process. I stopped meeting clients in person because if they were guys, they weren't always professional. After a few uncomfortable instances, I made it a point to simply make every consultation a call.
Service companies are easier to start than Product companies. Look for ways you can sell your knowledge, which includes doing what you know how to do well. I read this book called "Selling the Invisible" and that stuck with me. People will pay you to think. Crazy times we're living in.
Warm your cold leads. It's tough to get clients in the beginning. What I did was "warmed" otherwise cold clients. I would email friends of friends or acquaintances (this was largely based on an article I read that said most people get jobs by people they don't know that well). This tactic literally started my business.
Referral clients require a near zero marketing effort. I once saw a drawing that Seth Godin shared that said "Do Great work --> Get Great clients" in a revolving circle. That really is the process.
Design your business around your tendencies. While some might consider this a lifestyle design choice, it's really about self-care. Don't force yourself to do things you hate if you can maximize doing things you love (e.g. I take client meetings only Tues-Thursday). My business my choice.
Your family will be very confused at first. Especially if you're coming from an immigrant household, your parents, siblings, cousins, friends will all completely disrespect your work boundaries and think you're merely "playing on the computer." This applies until you live on your own in a nice place with all the "playing" you've done on that computer.
You still need to socialize. You just do. Some people are more comfortable doing this online but do what works for you. I was lucky to find a community of people in Phoenix that I absolutely adore and even though I don't see them often, when I do see them, I always learn from them or feel energized--that's just a matter of "finding your tribe" as they say. But try social things in general and reorient what they are in your mind from "just socializing" to "an opportunity to practice saying what I'm doing these days" --there's a lot of self trickery that has to happen for the greater good.
Drop off donuts. One of the best marketing strategies I heard was from a mortgage consultant who would drop off donuts to the tellers at his local bank. He would make a deposit, hand them the donuts, and leave a few cards. He did this often and not long after, the tellers started to refer clients to him. This is something I like to call Partners and Alliances. It's when you align yourself with organizations that can either refer you or recommend you (formally or informally). In my case early on, I was featured on a "Squarespace Experts" list. I also joined a Community Alliance here in Phoenix that boosted my credibility and kept me in the loop with local things. The co-working space I was part of was also a value-aligned partner. All these things you join are potential partners. Help them (without expectation) and let them know when to think of you.
Tech is still extremely white. One day I looked up and realized that all my mentors--literally all of them--were bald white dudes. I'm not sure how this happened but it wasn't on purpose--I really did (and do) love all their work! Still though, it gives me great joy to see more women and minority woman break into tech. I still feel a resistance in the industry (it's subtle but it's there) and in order to combat it, I align myself with the white guys that both understand and promote the benefits of diversity.
Start with what you've got. This is my 8th year in this third business but in Year 1, I started with a used Macbook Air and made the decision early on to only use cloud-based software (because my computer at the time couldn't handle Adobe). I used a free logo maker from Squarespace. I sold what I knew how to use (because I had used it for fun). And I was ridiculously generous with information because I think people remember you better that way. Now in my 8th year, I have that latest Macbook, a ridiculously expensive desk (that I bought gently used because I'm not a sucker), and all the best tech gear I could want. It's a natural evolution.
Anyway, I hope this helps someone who might label themselves any one of those things above. If you like the way I think, check out my book: Loveisthebusinessplan.com --it's got a lot of these short, helpful bits.
This post was published first on IndieHackers, a community of independent business hackers. You can keep up with me there by joining the community here.
