‘Tis Friday! Time for another solopreneur interview, up this week is Susan Daffron, owner of The Book Consultant (well, that’s one of her businesses!) where she offers Book Publishing for Savvy Entrepreneurs.
If I were to introduce Susan to you (and if she wasn’t in the room) I’d say “extremely professional, she is human but triples up nicely as part ‘Information Point’ (directs you to what you are looking for) and half GSD fairy (getting stuff done!), or fairie if you are in the US! No messing, no pretence, straight talking, and incredibly funny. She’s written and published 12 non-fiction books.
Right over to Ms D…
Susan, tell us who you are, what you do, why you decided to go ‘solo’?
“Here’s my story…
When I started my business in 1994, dozens of small software companies were springing up in San Diego. Most of them didn’t have tech writers. So, I saw an opportunity.
At the time, I hated my job, hated the company I was working for, and pretty much thought my boss was evil incarnate. In short, I wanted out of the cubicle.
Full-time jobs were scarce and I didn’t want another cubicle job anyway. So I started signing up with contracting companies, so I could quit the evil job, get a lucrative tech writing contract, and a quick influx of cash, so I could start my own biz.
I ended up taking a 6-week contract at Intuit reading the tax code help files. I’m not kidding! It was the most boring job I’ve ever had (and that’s including packaging candy at a factory while I was in college). But reading the tax code did pay well, so mission accomplished there.
While I was doing my existing job and working the contract, I was also setting up my new business, Logical Expressions on the side.
I got my business license and all the legal stuff done, created a logo, bought computer equipment, took an adult ed course on entrepreneurship, researched potential customers (at the library; this was 1994, so you couldn’t just research companies on the Internet!) I also wrote a business plan, signed up with an ISP, and got on CompuServe. (Remember CompuServe?!)
In January 1995, my contract ended and I was all set up. I mailed out my first direct mail piece to my target clients and got clients immediately. For a couple years, I did software documentation and worked for a couple tech publishing companies as well.
Later in 1995, my husband joined Logical Expressions doing freelance programming work. Then in 1996, we realized our dream of moving away from San Diego to the forests of Idaho. (We traded our 1,200 square foot condo for a log home in the middle of the forest.)
What made you choose this business?
When I started the company, I basically took the skills I had used in Corporate America and translated them into a freelance service (technical writing).
Since then I’ve switched my business niche multiple times. I’ve worked on tech books, published my own magazine, done web design, and most recently moved into book publishing. I got out of the tech world when I realized at some point that if I had to write “Chose File|Open” again, I might have to kill myself.
But with that said, the rationale for each switch of my niche was calculated. The reason I killed my magazine was because of the dot-bomb recession. (The mag was about how to use computers…yeah, kiss those advertisers goodbye!)
The reason for getting out of Web design was because I saw that it was becoming commoditized, I don’t like WordPress, and the economy was going to tank (again), so I couldn’t make any money at it anymore.
People will buy a $20 book on Web sites when they won’t pay for a Web designer. Now I’m looking at ways to capitalize on the massive changes going on in book publishing. (Kindle, Nook, etc. etc.)
One of the things I’m proud of is that even though it hasn’t always been easy, and there have been major ups and downs, our business has kept going and has supported us since 1995.
It also made it possible for us to move away from the city to a place we love and live a comfortable life amid 40 acres of trees and lots of dogs, cats, and other critters.
Being in business for myself has also given me the flexibility to explore other interests like gardening and animal-related stuff. I took the Idaho Master Gardener courses, and I volunteered for animal shelters and a spay/neuter clinic for years. That work led to me forming the National Association of Pet Rescue Professionals in 2008. The Association offers tools, resources, and information for people working to save homeless animals.
What drives you?
I love the life we’ve created, so that’s what keeps ME going!
If you had to start over, what would you do differently?
Not much actually. I read a ton of business book when I started and I continue to read extensively. There is always something new to learn and library books are FREE.
What do you wish you knew at the start?
That marketing is going to take up a lot of your time. You think you’ll be spending a lot of time doing client work. But if you stop marketing, no more clients. So you have to budget in that time now and forever.
What was the best piece of advice/learning?
At the entrepreneurship class I took, the instructor said, “nothing happens until somebody sells something.”
It’s true.
Any tips for anyone thinking of ‘going solo’ but haven’t yet?
1. Have a well-thought out exit plan. (No matter how much you may want to, telling your boss off and stalking out of your cubicle is not a generally a viable plan.)
2. Set aside money before you leave your regular paycheck behind you.
3. Read as much as you can about business before, during, and after going solo. Go to the library, check out books, and READ them. Also take advantage of other free or low cost business development resources in your community.
Shout Out: Susan can be found at The Book Consultant (if your ready to put your ideas into print) and the National Association of Pet Rescue Professionals. You can follow her on twitter @susandaffron, or Facebook. Susan also runs workshops to assist entrepreneurs to get their writing done. with virtual writing retreats
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