Ten years ago in March, I ventured into the unknown, signed the incorporation papers in the State of New Jersey and launched my company. Susan Young Media Relations has since morphed into Get in Front Communications (more name change/incorporation papers, this time in Texas). A time of celebration, of looking back, of lessons learned. This is my ”Entrepreneur’s Baby Book.” Please, indulge me. I promise there are no photo’s of me sitting on Santa’s lap.
Year 1 - In business, we don’t call it “first steps and learning to walk.” We call it hustle. I had real paying clients and wrote on the white board in my home office: “My job is to make the phone ring.” Lesson Learned: A good reputation, customer service and referrals are priceless.
Year 2- “The Terrible Two’s” = September 11th. I work with the media in New Jersey and New York and have to educate my clients that unless their story is in someway connected to the horrific events of 9/11, they are on hold indefinitely for news pitches and coverage. Lesson Learned: There’s not a business school or book that could have trained me for this. Like parents, I had to fly by the seat of my pants. There was no manual or protocol. I remember my own children and their “Terrible Two’s: This too shall pass.”
Year 3- The Growth Spurt. No one could promote my company better than I could. I started focusing on speaking and writing, which led to more clients. Advertisers would call and ask if I wanted to pay for an ad in their publication. I told them I don’t advertise. They asked how do I get my clients. They come to me. Lesson Learned: Growth spurts often bring aches and pains along the way. It’s called experience. It’s all there for a reason.
Year 4- “I Think I Can, I Think I Can-Whew!” I passed the dreaded 1-year and 3-year mark of when the naysayers chant most small businesses fail in the first few years. I was on a roll and enjoying my work. I came to depend on and cherish the wisdom and insights of my mentors. I hired a freelance writer and was just itching to move into an office and continue growing and helping people. Lesson Learned: Delegating is a good thing. Having the support of others,especially family, is key. So is admitting you don’t know everything.
Year 5- Recognition! Like a 5-year-old graduating from preschool, I received validation for my hard work. I won the “Entrepreneur of the Year” Award from a local Chamber of Commerce. I now had an office suite, an admin, a Virtual Assistant and two part-time writers. People I knew, especially former colleagues in radio and news, blatantly told me they were jealous. My response: Don’t be jealous. I worked my ass off. Nobody handed me anything. Lesson Learned: Put your head down and work. Oh, and have a good accountant.
Year 6- “I Can Do It Myself!” Actually, I didn’t want to do it myself. I was like a kid who fought fiercely to be independent. I did have to admit I lacked the systems that others needed so they could perform their jobs. Much of what I did and the processes were all in my head and not documented anywhere. Lesson Learned: I am a self-employed individual working for a lunatic.
Year 7- “Mommy, is the Wish Fairy real?” I continued to focus on my professional and personal development, which I had done since 2001. I was living my dream and reaping the rewards of my hard work. When the entrepreneurial roller coaster dipped, I had to stop my occasional self-induced funk and remind myself the Wish Fairy ain’t coming. Lesson Learned: I decide how much money I will make…or not. Use the discipline and tools to grow your mind, positive attitude and skills. The Wish Fairy crashed and burned. Sorry princess. In other words, if you don’t want to do this, dig out your resume and go find a job.
Year 8- “Mommy, I lost another tooth. That’s ok, it’s better than me, I lost a major client today. Oh well, you’ll get another tooth soon and I’ll get another client.” Like the tooth, some changes (or fall-out) provide us clues in advance. And like the lost client, sometimes the clues are much more subtle. I was now in San Antonio, Texas with PR clients and speaking engagements in two states. I worked with a lot of banks and real estate -related businesses in New Jersey and the market tanked. Lesson Learned: You’ll have to earn your way out of it.
Year 9: It’s time to learn. I was transitioning out of the comfort zone of my old school and was forced to embrace my new school. You know, the one on the highway named Technology. Over the past few years, the media market and contacts I had known had literally disappeared. Newsrooms were barely staffed and resources were cut to the bone. I had developed new ideas and projects to re-invent my company and rejuvenate myself. Some worked, and some didn’t. But now the buzz of course was Social Media and technology. This was kinda cool. The conversations are no longer one-way streets. Interactive was one of my favorite new spelling words. Lesson Learned: If you’re not growing, you’re dying.
Year 10: OMG, OMG, OMG!!! Where the hell did the time go? Yes, the entrepreneurial roller coaster almost crashed and burned a few times. However, the views from top of the steep incline with the wind blowing in my hair and the sun warming my face reminds me that the exuberant and exciting times overshadow the dips and plunges. Would I do it again? Oh yes! I am SO proud of myself. And if I close up shop tomorrow, I will still be SO proud of myself. Lesson Learned: If it was easy, everyone would be doing it. Stay with it.
Pass the cake please…
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