From the monthly archives:

July 2007

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How To Act Outside The Box

by Donna Johnson on July 27, 2007

This time last year, my family and I sold our home and were packing our life up to move nearly 600 miles away from everything we knew and held dear to the great state of North Carolina. My husband and I were born and raised in Washington, DC, and grew up in the same neighborhood. Our nation’s capital was all our kids had ever known.

Moving_boxesjpg In business as in life, "thinking" outside the box is one thing. Actually "acting" outside the box is quite another. One of the most popular questions I am asked during media interviews is how we decided to move, and how we decided where to move. For those of you Indie Business owners out there thinking that a lifestyle change may be in order, here are our best tips for thinking and acting outside the (moving) box.

1. Know What’s Important To You
Despite its attractions, the DC area is an expensive place to live, and according to the most recent issue of Forbes Magazine, the nation’s capital commute is among the unhealthiest in the country (along with Atlanta, Los Angeles and Houston). Rush hour traffic is an all day affair and gas prices are crazy like everywhere. We lived in a great county in the suburbs, but the public school system left much to be desired. Private school was an option but there’d be little left for fun summer vacations. Add to that the fact that we were spending the kids’ college fund on property taxes. As Indie Business owners, we knew something had to give!

We started by deciding what what was important to us: saving for retirement and college, quality public education, lower property taxes, proximity to a major city, a friendly climate and a location not too far from the ocean. Once we knew what mattered most to us, we were ready for the next step.

Us_mapjpg2. Research The Country
Armed with our list of priorities, we assumed the position in front of our laptops and began using search engines to scope out states that fit our criteria. We eliminated most of the country because it was not near an ocean. Left with both coasts and the friendly climate factor, we narrowed our search down to: California, Florida, Virginia, New York, New Jersey, Pennsylvania, Maryland, North Carolina and Oregon (well, we had to have a wild card!)

Then we called everyone we knew in each of those states and quizzed them on everything from the price of bread to the public school options. We quickly eliminated California and Oregon (too expensive and too far away from family). Then, we nixed Florida because we don’t like hurricanes. New York and New Jersey were next on the chopping block for a variety of reasons I won’t mention. I’ll just say that a lot of people who lived there told us to let them know where we ended up so they could come too!

That left us with Maryland, Virginia, Pennsylvania and North Carolina.

3. Visit In Person
Now, it was time to travel! We knew Virginia and Maryland well enough since we lived in Maryland and had been to Virginia on numerous occasions. Not much to do there but research property taxes and property values in a few counties that were semi-rural. We found some promising options but in the end, whenever we talked of either state, the conversation stalled.

Nc_state_flagjpgThat left Pennsylvania and North Carolina, so we packed up the kiddies and headed out on the open road. Each state had a lot to offer, plus our dearest friends had recently purchased a home in Pennsylvania. There were some good public schools there and the coast was not too far away. New York and all it had to offer in terms of entertainment was close and we could be home to visit our families in 2 hours or so. In the end, when we talked of Pennsylvania, we could only get excited about our friends. We knew that wouldn’t be enough to sustain us until our kids turned their high school tassels, so off we went to North Carolina.

My husband was a bit on the terrified side where NC was concerned because he had never lived in the south. I was a bit less nervous because I went to college at the University of South Carolina. Still, the thought of being so far away in the state were tobacco, cotton and slaves were once the biggest export was a bit scary. After all, when I started college in SC, they were still flying the confederate flag over the state house, which is located in the middle of campus. Yikes!

Once in NC, we were captivated. The ocean and the mountains were nearby. The school system in the county we had our eye on (Union) was award winning. Property taxes were non-existent compared to what we were paying. The neighborhoods were family friendly and we were 30 minutes away from Carowinds. We also connected with a great kid-focused church.

Act_of_classWe put the house on the market in July 1. We had a contract on July 11. We settled on July 30 and leased the property back for a month. By the first week of September, we were NC residents and loving it! How’s that for confirmation of the right move?! (These guys were our moving crew.)

4. Act!
Packing up the whole family and moving hundreds of miles away may not be for everyone. But this is just an example of acting outside the box. In the end, thinking is just that. But it’s the Indies who act who accomplish their goals and better their chances of living their best life possible.

Exercise_bike

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Buy One, Get One FREE

by Donna Johnson on July 19, 2007

I was in the grocery store the other day and saw this Buy One, Get One Free (BOGO) sign from a mile away. The salad dressing I really wanted was full price, so what did I do? I bought my second choice because it was BOGO.

Buy_one_get_one_free

It’s easy for a conglomerate with 20 stores in 7 states to give me a free bottle of dressing. But what about us Indie Business owners who operate on tiny margins? Can we Sell One, Give One Free (SOGO) and still survive? Yes! And I’ve got some tips to help you do it.

Here are a few ways you can start attracting customers TODAY by telling them that you can give them something FREE when they choose to do business with you.

1. Host A Monthly BOGO Promo.
Use your online newsletter and a website home page graphic to announce a Monthly BOGO. Each month, randomly choose a BOGO day and announce it in your newsleter and at your home page. SOGO for 24 hours. Try this consistently for 3 or 4 months with a newsletter that goes out at least twice a month before you analyze its success. Remember, it’s a marathon, not a race.

2. BOGO With Another Business Owner.
With BOGO, you don’t have to give away the same product you sell. Indie Beauty Network member Lela Barker of Bella Luccè includes a free gift made by another small business owner in each order. Lela gives a customer something free and the other business promotes their products to a new prospect without having to pay for anything other than the cost of the product. It’s an unexpected and wonderful treat to open a package and discover not only the product I asked for, but a special gift as well. It makes me happy as a customer to do business with someone who supports other small business owners.

Bella_lucce_bacchus_body_oil_5 It’s not always easy to successfully manage an Indie Business. In fact, it’s often difficult and almost always a challenge. But with passion, a little creativity and a determination to persevere, it’s worth it. And if you need a break, you can always get some of this delicious Bachus Body Oil from Bella Luccè’s Tuscan Wine Therapy Collection. One whiff and you’ll swear you just had a swig of the real thing. Now that’s what I call de-stressing!

Do you have a BOGO story that made you and your customers happy? If so, I’d love to hear about it, and tell us where we can learn more about it at your website!

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The Indie Business Trifecta

by Donna Johnson on July 18, 2007

If you could be guaranteed Indie Business success just by remembering 3 things, and working according to them, would you be up to the challenge?

If so, here is today’s tip:

Kids_on_horsesThe Indie Business Trifecta.
Read it. Meditate on it. Memorize it. Act on it.

1. Make Technology Your Slave.
Big topic, I know. But let’s start with e-commerce. No Indie should have a website with a printable order form. Do you have time to choose a product, print an order form, fill it out, write a check, find an envelope, find a stamp, seal everything up and keep track of it until you get to the post office? Yeah, I know. Get a merchant account and make it easy for your customers to buy your products. You can use services offered by your banking institution. If they can’t help, use a search engine to find merchant services that fit your needs. If you can’t get a traditional account, use PayPal or Checkout. If they don’t work, use CCNow. (They charge too much, but at least you get the sales.) Other ways to use technology include a user-friendly website, a digital camera to take pictures for your site, an email newsletter, a blog and countless other things to make your business easier and more fun for you and your customers. If you don’t make technology your slave, you will work harder for less.

2. The Riches Are In The Niches.
No one buys jeans anymore. They buy low rise jeans. They buy jeans for women with hips. They buy boot cut jeans. They buy customized jeans. They buy stone washed jeans. Levi’s has the bucks to make and effectively market all of them. In other words, they can be all things to all people. Indie’s can’t. Start with one thing and expand from there. Pick a niche and stick with it. Pick and Stick. I like that.

3. Schmooze Or Lose.
No Indie is an island. Just like an attempt to live life without like-minded friends will be a disaster, so will an attempt to enjoy Indie Business without like-minded Indies. Find a trade association, local chamber of commerce, moms group, dads group, whatever, and start showing up. You’ll get new business ideas, leads for new customers, leads for new vendors and you’ll have fun at the same time.

… and they’re off!

PS – I love blogging for many reasons, one of which is it gives me a chance to engage in shameless and gratuitous sharing of my kids’ pictures. I’m sorry, I can’t help myself. Above, they are with a friend at their weekly horseback riding lesson.

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Best Little Soaphouse In Texas

by Donna Johnson on July 16, 2007

Congratulations to Indie Beauty Network member Rachel Lane of Barcelona Bath & Body, the best little soaphouse in Texas. (Well, candles, sachets and room spray too, but they messed up my catchy title).

Rachel_lane_barcelona_bath_2Rachel won a copy of Marie Gale’s book, Soap and Cosmetic Labeling: How to Follow the Rules and Regs Explained in Plain English, reviewed here.

Rachel has been an Indie since January 2004 and makes great soaps, candles, sachets and room spray in 5 scent combinations: Cinnamon Sandalwood, Grapefruit Ylang Ylang, Vanilla Lavender, Lemongrass Fennel and Coconut Bay Rum.

Some of Rachel’s Indie Business philosophy:

  • I love being Indie because it gives me the freedom to live the lifestyle I want for my family.
  • About my full-time job, I miss the pay check and the feedback that I’m doing a good job.
  • Other than make money, I am in business to empower women to set the mood for their lives.

Barcelona_bath_and_body_candles If you get a chance, head on over to Rachel’s site where you can view a glorious selection of soaps, sachets, candles and room sprays. It’s an exceptional line of products that not only serves useful bath, body and room freshening purposes, but also make great gifts. They are upscale, boutique and beautifully presented, and Rachel offers wedding and corporate gifts too.

If you are looking for something unique to stock your shelves or your online store, you can’t go wrong with these products. And while you’re at the website, have fun refreshing Rachel’s home page, which rotates beautiful photographs of all 5 fragrance collections.

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Where The Boys Aren’t

by Donna Johnson on July 13, 2007

Vanessa_and_brooks_licking_the_doorMy 5-year old daughter recently said to her 3-year old brother, "When you are 10, you get a cell phone, and when you are 16, you get a boyfriend. Right mommy?" My son responded, "I’ll never have a boyfriend." (Is that a good thing? Can’t handle it right now …)

Meanwhile, there was my darling daughter looking at me in the car rear view mirror — anxiously awaiting a response.

5-year old: 1. Mommy: zero. The right answer: priceless.

What I said: "You can get cell phones, boyfriends and anything else when you are able to handle the responsibility that goes with them." 5-year old: 1. Mommy: 2 (because I think that answer gets a bonus, don’t you?!)

So when I heard about the new Barbie We Believe In Girls campaign, I was excited. Centered around helping girls enjoy childhood, Barbie is on a mission to stop girls from growing up too fast. In perusing the website, I was impressed by the content (including videos) and the forum that allows people to express their opinions about things like age-appropriate clothing, make-up, the media and family values. Take a look at the videos here.

We_believe_in_girlsAs good as it is, there is one thing missing.

Where are the boys?

It’s great for girls and their parents to encourage and build up girls and promote family values. But families are not just girls. For example, I also have a son (and a nephew and two brothers, and a husband (who has two brothers), and lots of friends with lots of sons — all of whom are influencing my daughter and each other), but none of them are invited into Barbie’s very pink discussion forum. (In fact, the first topic on the forum says, "We think that girls rule." If I were a boy, I probably wouldn’t hang around long, and I wouldn’t exactly be inspired to say nice things about my sister.)

Like Barbie, I am all for Girl Power. We have tremendous influence in our homes and communities. We are beautiful and fun. When we put our minds to it, we can do anything we set out to do. We are natural nurturers. We are creative. We can do 15.75 things at one time. All good, but there’s a fine line between asserting our fabulousness and risking diminishing the boys who will one day show up at the front door asking to take our daughters to the prom. After all, if girls are running around in thong bikinis and pouty lip stick looking like prostitots in part to be accepted by boys, shouldn’t we go the extra mile to encourage and empower boys to help change that?

Ken may not be on toy shelves anymore, but I think he deserves to be specifically invited to have a say. Leslie_morgan_steinerSurf on over to the forum to have a look around and contribute your thoughts ‘n things.

And Barbie, speaking of cell phones, give Ken a call and invite him to the party. You might be informed and inspired by what he has to say.

PS: Girl Powered minds think alike! In her quest to crown girls rulers of the universe (or something), Barbie is consulting with Leslie Morgan Steiner, a journalist and guest on Indie Business Radio.