From Gas Engineer to Successful Business Owner – My Rocky Journey

Everyone thought I was mad. Even my Grandmother looked up at me from her deathbed and said “Don’t do it!” the day that I announced that I was going to leave my well paid job as a gas service engineer to start my own business.

For years I had dreamed of starting my own business and now I had taken action (and a massive loan from the bank) and opened up a convenience store and post office. I figured that people always need to eat and therefore opening a shop selling food was a guarantee for success.

Did I enjoy overnight success? NO.

The reality was that I ended up working 18 hours a day, seven days a week for 9 months, sacrificing valuable time with my young family in the process, before finally things started to improve. I went on to open another two stores and won many national competitions including an all expenses paid trip to New York sponsored by Sir Richard Branson.

I thought that I had finally cracked it. Life was good, or so I thought. Then a Superstore opened up nearby and my landlord also opened up a convenience store next door to me. Suddenly my sales dropped.

How did I survive?

I looked for new ways to make money in my stores. I added new lines and introduced more promotions and slowly my customers returned to my store and life was good again.

I then decided to embark on a new adventure-namely building my dream home. I bought a field that had planning permission and split it into five plots.I sold four of the plots almost immediately and kept a plot for myself. The revenue that I made from selling the other plots paid for the infrastructure and towards the cost of building my dream home.

As I was fortunate enough to have good staff to run my stores for me whilst I project managed the building of my house, I was able to process my paperwork from my home office. I began to enjoy not having to travel daily back and forth to my businesses and this got me thinking about working from home permanently.

Not being one to drag my feet I sold my retail stores and started my own construction and development company that I ran from home. My business specialised in buying and selling land and project managing building dream homes for others. This became a successful business very quickly and again life was good. However just at that time the recession came and the demand for wanting to buy land and build houses decreased dramatically. This was a big shock and a massive worry for me as I still had outstanding business loans to pay, staff to provide work for as well as a family to feed. I needed to act fast. I desperately needed to find a way to make more money.

I quickly diversified my business to concentrate more on smaller building works like extensions, loft conversions and conservatories. This took a little time as I needed to rebrand the company to focus more on building works. However once I had tried and tested and found the best marketing methods my company went from strength to strength.

That was until three customers in succession took advantage of my good nature and did not pay for the work that I had carried out for them, due to them running out of money. This was a very stressful time as it resulted in lengthy, costly legal proceedings to recover monies due to me which caused massive cash flow problems within my business.

This is a major downfall for many bricks and mortar businesses especially as you have to outlay lots of capital for materials and labour before you receive payment from the customer. Many businesses have then sadly gone into administration when customers have then failed to pay for the goods and services provided.

Fortunately I was able to survive but it made be re evaluate what I wanted from life.

I knew for sure that I definitely wanted to still run a business. It was what I had done successfully for over twenty years, but I began to look into other opportunities. I still wanted to run a business from home, which in effect was what I was already doing with my construction company, but without the responsibility that the bricks and mortar business provided, namely having staff to find work for and customers delaying in paying for their goods.

That’s when I began to look into opportunities for online businesses. As an established successful businessman I quickly realised that this type of business could provide me with the perfect balance that I needed in my life.

I would still be my own boss, I could still work from home but with this type of business there was a huge global audience to market to and better still they would pay for their goods in advance and the only staff I needed to recruit was my wife.

Julie, my wife had never been that active in running my bricks and mortar businesses but she was very excited about embarking on an online business together especially as this meant that she could work from home around the needs of our young children…Something that she could not have done with our bricks and mortar businesses as the working hours were dictated by customer and supplier needs.

So have I finally found the best successful business? I will not lie, even online businesses have their trying times, especially with Google constantly changing the rules and with trying to keep up with the latest technology and marketing, but I have to say that, hand on heart,my online business has provided my wife and I with the best work/ life balance possible. It allows us to attend every school concert and sports day and every other special family event that we would otherwise have had to miss, if we were working for someone else. It has even enabled us to be able to have a gorgeous cockapoo puppy.

However, as with any business opportunity it is very important to research and find the best online businesses available. You will need to find a product that will be easy to market and sell and if you choose to become an affiliate you will need to ensure that you choose a company that will offer the highest rewards for your effort.

You do not need to have any exceptional qualities to create a successful business. I certainly had no business experience when I started out in business, but what I had was dream and a determination to provide the best that I could for myself and my family.

Even though I earned a good salary when I worked as a gas engineer, I l knew that the lifestyle that I could create for my family was governed by the capped salary that I could earn. I knew that if I wanted to fulfil my dreams and ambitions that I needed to take action and to take risks to earn more money.

I am so glad that I took action and that I did not quit when I encountered difficulties and hardships.

Any mistakes that I made along the way were merely treated as temporary hurdles on the road to success.

After all most successful people have encountered difficulties along the way including successful entrepreneurs like Sir Richard Branson and Simon Cowell. So I regard myself as being in good company with mistakes that I have made.

The setbacks that I did encounter have actually helped me enormously within my online business and have enabled me to share with others the best ways to start a business. People now actually appreciate my good nature with advice that I offer them to change their lives for the better, rather than taking advantage of it, as happened with my bricks and mortar business.

To close, even though my journey from gas engineer to successful business owner has been rocky I would not change a thing, as it has ultimately led to me creating the life of my dreams.

Digital Marketing Decoded Part 2

Last fortnight in part 1 of BizParade’s Digital Marketing Decoded we asked Melbourne internet agency Salsa to share their knowledge on how to get the most out of search engine optimization to help drive your website’s presence in the free search engine listings, and how to get a head start by implementing an AdWords campaign or linking strategy to rank even higher.

In this issue the author talks to three digital marketing agencies to investigate the advantages of implementing digital campaigns, how you can market to your database more effectively, and the benefits of developing a more comprehensive digital strategy to maximize the return on your marketing spend.

Some of the most significant advantages to digital marketing over more traditional mediums include the ability to track the results and measure them against specific desired outcomes and segment your audience, but cost efficiency and fast lead times are also a draw card.
Sydney based digital marketing specialists Permission Communications specialize in digital marketing solutions for a range of medium to large companies spanning the FMCG, fashion and event sectors.

“We use a combination of solutions that are available, for example email marketing platforms, but we also build lots of little applications and solutions that say, well okay you’ve got a need in your business to do this, so we’re going to build a digital solution that can allow you to do that, for instance online surveying systems, event management systems and triggered email systems to name a few,” says Permission’s [insert title], Jeremy Glass.

One of their strengths is developing email solutions including direct marketing, CRM and promotional campaigns right through to more technical solutions including custom-built email systems, integrated email and spam management technology.

“Email campaigns are often compared to direct marketing, but there are significant advantages to online, which traditional direct mail simply cannot offer. Primarily this is the ability to easily measure the effectiveness of an online campaign, which can be more challenging and costly with direct mail,” explains Glass.

Advanced reporting software can track a consumer’s behaviour from the second your email hits their inbox, or they click on your banner ad or upgraded directory listing, right through the consumer’s engagement and purchasing process.

Unlike more traditional mediums where you don’t know if the response to an offer has uptake until the phones start ringing or the consumer visits your store, tracking an email campaign is significantly more telling and it is in real time.

Tracking reveals important information about your campaign and gauges whether it is delivering the desired results. If the results are below expectation, you can track this back to the number of people actually clicking on the email, and whether your subject line was a success. Or, if they opened your email and clicked through to your website, telling you whether your call to action was compelling or if it was clearly understood.

“You get those metrics down to the individual, so you can tell what different people in your database would be interested in, and then you can do a follow-up communication with them specific to that insight so that immediately gives you a lot more power,” adds Glass.

This is the other important advantage of digital: the ability to segment your audience and tailor messages to different groups depending on their purchase behaviour. “The tools which are available for building, sending and managing email campaigns generally come with the capability of both segmenting a database based on profiles of the members of the database, but also using that segmentation to send out content specific to that profile,” explains Glass.

One of the biggest trends in email marketing currently is automated and triggered response emails, which effectively communicates to your subscriber at any given time they act. “It’s based around the principle if you can talk to the person with the right message at the right time, you’re more likely going to.

Gaining these insights so you can segment and target messages gives you the added advantage of adjusting the campaign within the first few days or even hours, which can be critical to your event’s success.

Whilst email solutions are not necessarily cheap, says Glass, they are far more cost effective in delivering ROI against desired outcomes compared to above-the-line because they are relatively inexpensive to produce and they can be targeted so precisely.

In tests run for one of their clients Esprit, Permission found email marketing was five times more cost effective at delivering the same level of response than it was using direct mail. “And that’s just the cost let alone the insight and the information that we got from it,” says Glass.

This can also be said for mobile and interactive wireless marketing solutions, which brands such as Vodafone have been successfully testing since 2005. For the past three years Vodafone Australia has sponsored major electronic music festivals across Australia as part of their ongoing relationship marketing strategy, says AURA Interactive’s Sales & Marketing Director, Adam Dunne.

Similar solutions can be just as effective for implementation at events and conferences, with mobile marketing offering the same advantage of segmenting your database according to their previous purchasing behaviours or preferences.

“Entry level pre-event reminders and post event follow-ups via SMS can be just as effective to remind participants of conference dates or results post event, says Dunne. But being more active during the time they are actually engaged at your event is probably where mobile technology can cut through, given the often-limited access to email.

“Being more active during the event and using the conference database to actually drive traffic through to the seminars or to specific stands and sponsors, sending reminders about session times and potentially prize draws for example,” are all opportunities to add value to the consumer experience cost effectively, adds Dunne.

Measurability is just as easy with the ability to track user’s actions and gauge insights about their behaviour, whilst also being able to react quickly with different messages depending on your desired outcome.

Last minute offers, reminders, and refer a friend campaign can all be instigated at the push of a button and sent directly to consumers based on their previous level of engagement either via email or mobile campaigns, or both.

“From an event marketing perspective, I would look at putting a strategy into place that actually looks at all those different scenarios up front and have it all ready to go because it’s not like a print campaign where if you want something to be ready to go, you’ve got to invest the money, the time, and the logistics and it’s got to be all planned out. Rather, we just make a snap decision and within a couple of hours we can send out a special offer,” adds Glass.

Award winning digital agency, Clear Blue Day’s Peter Bray agrees that planning your digital strategy is integral to achieving better online results. “The adage about failing to plan is a plan to fail is very true. It is essential that you take time to create a strategy, but also you need to be realistic about what you want to achieve, and start with a budget. Having key performance indicators as part of your initial plan is vital so that you can judge your success,” Bray adds.

Specialists in the development of digital strategy, online campaigns, search engine optimization and website design, Clear Blue Day offer a fast and effective method of understanding your business and how digital can best meet your objectives, says Bray.

“The Sprint method cuts out a lot of the meaningless consultancy. Most of Clear Blue Day’s clients come to us with one end game: sell more products and capture more market share. There is no point in spending weeks working out what needs to be achieved when everyone in the room knows the goal. The sprint model allows companies to not only come up with a strategy in minimal time, but also to roll it out quickly. In the time precious world of business, this is vital.”

In a landscape that is constantly changing with the introduction of new technologies and capabilities, engaging a specialist digital agency before you engage your clients is an important first step in planning any digital activity.

“One of the key principles that we often talk about is that there are a lot of little potholes and falling into one of them can actually scuttle your whole campaign,” adds Glass.

“You’ve got to make sure you’ve ticked all your boxes to ensure this doesn’t happen, and I guess that’s the difference between working with someone that’s been doing it for years who is a specialist.”

And, if you are concerned about the costs, then you will be reassured to know the investment is worth it. Online marketing is considerably cheaper and more cost effective than more traditional mediums and there are a number of entry points depending on your budget, ranging from search engine optimization to a fully integrated email system or mobile campaign.

How to Transition From Freelancer to Successful Lifestyle Business Entrepreneur

As a freelancer, it is easy to get stuck in the rut and believe that you have to be the one who does everything. However, being the one who performs all the work limits the time you can actually spend building a successful business.

Do you want to be successful?

Then you have to understand how to build a business rather than just having a series of projects. To build a business you need systems.

Part of building systems is learning to:

Adopt the right mindset

If you want to grow a business, the very first step is to have the right mindset. If you maintain the mindset of a freelancer which is project based rather than system based, then building a business will be a foreign concept to you. To adopt the right mindset, you need to adopt the business mindset. There are many books published that tells you how to build a successful business using systems. The most important thing you will need to learn here is that building a successful business involves systems.

Plan

You need to have a plan about where you want to go. Do you just want to make few bucks or do you really want to build a successful lifestyle?

With a freelance business, if you stop working, you stop earning. Obviously, if this is as far as you want to go with your consulting projects, then this is fine. But from over ten years of consulting, I have learned most business owners want more. They want success and financial freedom and are always concerned about ways to achieve it.

Financial freedom is not a random act but needs to be planned. Determine where you want your successful business to be in three years. And develop steps to achieve that plan.

Delegate

If you are stuck in the routine of accepting, completing and then moving on the next project, there is good news for you. Delegation is a very effective way of assigning routine tasks while you focus on the tasks that only you can do to build your freelance business. In the beginning delegation seems to cost more money. But the key is to focus on the long term goal which is your success and financial independence. When you delegate, you always have something going on as you are already looking for the next client while your employee/ contractor is working on your current project.

You can also delegate your client acquisition system by using referrals to build your client base. Of course you will need to provide exceptional service for this to be successful.

Moreover, you can delegate your customer service/ follow-up process to an online administration service. You can even delegate your blogging to guest bloggers.

When you delegate the essential parts of your business system, you can take extended vacations and still bring in income. When you can walk away from your business from a period of time you are beginning to achieve success and financial freedom,

Delegation is a necessary pre-requisite to growth. You risks becoming irrelevant if you do not delegate. We all know technology changes and if you are too busy working on projects, you have less time to work on your skills and stay relevant in your field.

Automate:

Nowadays, there are so many technologies out there than can help automate parts of your successful business.

You can use auto responders to improve your customer service. Auto responders can be your first course of response to let your client know you received their request and will get to them within 24 hours.

Another useful automation tool is project management software called basecamp. We all know that sometimes the meaning of a word is sometimes lost in the translation when communicated through email.

With basecamp every aspect of your project is kept on one page: All correspondence, to do list, revision drafts, etc. are all kept in the same place. At any time, any team member or client can see what is going on with the project. I think this is cool as it is such a big time saver. It cuts down the amount of time you spend on emails by half.

Using basecamp increases business success with your client management system.

Build passive income:

In honesty, I hate this term passive income as there is a lot of confusion as to what passive income really is. Some people see passive income as a lazy way of building successful businesses on the internet. However, there is no lazy way out. What most people call passive income is really hours of upstart sweat equity which finally produces cash flow over an extended period of time? We do not see behind the curtains of most successful entrepreneurs hence we do not see all the hard work that went on behind the scenes. Most people want the results without the sacrifice.

With that said, using passive income sources like affiliate marketing, product sales or digital products, can boost your income by providing a consistent stream of income. This in turn contributes to your success and financial independence.

In this way your income is not tied strictly to your clients. This gives you more choice as to what type of clients you will like to work with.

Understand your numbers:

This is the topic no one likes to talk about. Most freelancers believe that as long as you are making enough money, the financial details are not relevant to your successful business. Think of your car, and think how long it will actually run if no maintenance was ever done. Your car will not run very long. A business is the same way; you need to perform regular checks to make sure all parts are still functioning efficiently.

Until you learn to look under the hood of your business, you cannot really succeed. It is when you begin to understand how the numbers work in your business that you begin to see patterns that can propel you to the next level. Understanding your financial statements and knowing how to use it to project into the future is paramount to business success.

Are you a freelancer, website designer or consultant? Do you want to build a successful business? Then take the time and read this information and respond to this post with one action you will take to move from being a freelancer to actually owning a successful business.

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