| Cheryl Rickman runs her own group of
| |
| | a business owner's control. As I say in
|
| businesses CherryJam - with her partner
| |
| | my book, 'Certainly, there is no
|
| James in Hampshire. Her first company
| |
| | entrepreneurial elixir you can swiftly
|
| WebCritique a web copywriting and
| |
| | drink to make you automatically
|
| marketing consultancy, helps other
| |
| | successful (except your own home-made
|
| businesses to improve their online
| |
| | passion-fuelled one). But you can prepare
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| presence and Cheryl provides workshops to
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| | yourself to seize opportunities and make
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| local businesses on these issues.
| |
| | it happen for you.'However, if I had to
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| WebCopywriter was borne from WebCritique
| |
| | list attributes that would make the
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| and provides web copy for small and large
| |
| | entrepreneurial life manageable, I would
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| businesses alike. Her clients include
| |
| | say, you need energy, passion and to be
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| AnitaRoddick.com, Business Link Wessex,
| |
| | dedicated and thick-skinned. You need to
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| Motorola and Microsoft. Cheryl's other
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| | be able to cope with times when your
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| main business is the UK's largest
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| | social life will suffer. You should be a
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| independent online music magazine -
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| | great communicator and someone who enjoys
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| Cheryl has been a freelance writer for
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| | networking, be it face to face or online.
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| the past nine years, writing on business
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| | But probably the most key attribute is
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| issues for Better Business and Internet
| |
| | the desire to learn. That includes
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| Works magazine, and interviewing business
| |
| | learning from mistakes.In my book I speak
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| leaders and music celebrities. As well as
| |
| | to a variety people from Anita Roddick
|
| writing The Small Business Start-Up
| |
| | and Stelios to Simon Woodroffe, among
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| Workbook, which has a foreword by Dame
| |
| | others. All of them told me how important
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| Anita Roddick, Cheryl is author of
| |
| | listening and learning is as an
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| booklets, 111 winning ways to promote
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| | entrepreneur. And, as soon as you think
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| your website successfully and 127 insider
| |
| | you know it all, you're history as a
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| ideas on creating a winning website and
| |
| | business. As a boss, if small business
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| has been a Judge at Hampshire's Awards of
| |
| | owners can remember that just because
|
| Web Excellence for the past two years.The
| |
| | they started the business doesn't mean
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| InterviewDS: What inspired you to follow
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| | they know more about marketing than the
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| an entreprenerial path and in particular
| |
| | marketing chap, businesses would flourish
|
| what inspired you to write the Small
| |
| | easier. Learning should be a continuous
|
| Business Handbook?CR: Well, I was never
| |
| | endeavour, so a capacity and interest in
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| the 'selling packets of sweets' kind of
| |
| | learning is a crucial attribute for any
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| playground budding entrepreneur at
| |
| | entrepreneur.DS: What do you believe are
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| school, and my main dream was to become a
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| | the necessary elements for a business
|
| freelance writer, but somewhere at the
| |
| | venture to succeed?CR: Good people. You
|
| back of my mind I liked the idea of
| |
| | need the right people working with you,
|
| running my own business, something small
| |
| | be that in terms of partnerships or
|
| and (dare-I-say-it) manageable. (I now
| |
| | staff. They are the lifeblood of your
|
| know that smaller businesses are often
| |
| | business, so you need to value them and
|
| harder to manage due to the lack of
| |
| | they will perform well. As Mike Southon
|
| people to delegate tasks to).However, it
| |
| | says in The Beermat Entrepreneur 'People
|
| was mainly circumstance that led me to
| |
| | buy from People.' So ensuring that people
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| start-up, and the support and
| |
| | working for you share your vision and at
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| encouragement of my partner, James. And I
| |
| | least can serve your customers in a way
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| think it is that circumstance - which
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| | that they themselves would wish to be
|
| creates entrepreneurs. The majority of
| |
| | treated, is the first step.You need to
|
| self-made types are ordinary people doing
| |
| | plan, as it's easier to be passionate
|
| extraordinary things.Also, I guess some
| |
| | about getting somewhere if you know where
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| of my 'entrepreneurial spirit' came from
| |
| | you're heading and how you're going to
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| my mum. She passed away in 1991 when I
| |
| | get there. Plus cash-flow can kill
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| was just 17. And, to cope with the trauma
| |
| | businesses, so it's important to know
|
| and loss, I began to fill my time with
| |
| | what is going to be coming in and out of
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| trying to further my writing career.
| |
| | the business all the time. Again, being
|
| Years after her death, one of my mother's
| |
| | open to learning is a key element. Many
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| best friends told me that mum always
| |
| | businesses fail because those driving the
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| believed that I would someday run my own
| |
| | business are so caught up working 'in'
|
| business. I had no idea that she thought
| |
| | the business, instead of 'on' the
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| that until a few years into my first
| |
| | business, that they can't implement
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| business, but that gave me the
| |
| | changes, find time to learn or stay
|
| inspiration I needed to think about
| |
| | creative or on the ball. That's why
|
| writing my book. Having succeeded in
| |
| | planning and hiring the right people with
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| business through a combination of
| |
| | complementary skills who you can delegate
|
| determination and my own trial and error,
| |
| | to are essential success factors.These
|
| I longed to write a book that would offer
| |
| | are just some of the elements included in
|
| insight and encouragement to young
| |
| | my Start-Up Checklist which appears in
|
| entrepreneurs like me who dreamt of
| |
| | the book after the chapter called:
|
| running their own business, but didn't
| |
| | LESSONS FROM LEADERS IN BUSINESS: Success
|
| have the faintest idea where to start.
| |
| | Stories, Mistakes and Top TipsDS: How
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| Ultimately, The Small Business Start-Up
| |
| | essential do you see a University
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| Workbook is the culmination of that
| |
| | education in achieving success as an
|
| dream.DS: Did you have any help setting
| |
| | entrepreneur?CR: Not essential. I went to
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| up WebCritique your first company or were
| |
| | University to a) make my parents proud b)
|
| you going it alone?CR: In terms of advice
| |
| | delay the prospect of working for a few
|
| I received help and guidance from my
| |
| | more years and c) because with A-Levels
|
| Local Enterprise Agency, but got most of
| |
| | reading the Media Guardian I realized all
|
| the information I needed from the web. In
| |
| | the jobs I wanted to be able to do were
|
| terms of finance my personal bank turned
| |
| | only open to graduates. For me, although
|
| me down for a business loan, so I set up
| |
| | I ended up on lower or similar income to
|
| a new account - great while it was free,
| |
| | many of my peers, I needed to be a
|
| but not so useful now it isn't. Choosing
| |
| | graduate to get my editorial and writing
|
| the right business bank is a crucial
| |
| | positions. However, I'd have learned a
|
| decision and worth spending time on. I'm
| |
| | great deal more if I'd gone into a
|
| with Lloyds but wouldn't recommend a bank
| |
| | publishers and worked my way up. I
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| who's business managers are difficult to
| |
| | believe work experience counts for a lot
|
| get hold of and don't see the longer-term
| |
| | more (just as some people I sent my CV to
|
| bigger picture. My book includes
| |
| | as a graduate believed). What's more, my
|
| questions to ask banks, and you can
| |
| | partner James is more entrepreneurial
|
| compare UK banks at or What was the
| |
| | than me (and he has the gift of the gab,
|
| biggest challenge you faced in bringing
| |
| | is more confident, etc). He didn't go to
|
| your idea to fruition? How was it
| |
| | university, so that proves my point that
|
| overcome?CR: The first was to challenge
| |
| | university education is definitely not
|
| my own assumptions about whether or not I
| |
| | essential in achieving business success.
|
| could do it. Everybody has some element
| |
| | Indeed, my BA (Hons) Degree in Media with
|
| of fear going into it for the first time,
| |
| | Cultural Studies may well have hindered
|
| but I had such a great support mechanism
| |
| | me in some ways. I could have been
|
| in my boyfriend James, that he fuelled my
| |
| | working all that time and saving up to
|
| own belief in my ideas and capabilities.
| |
| | fund my own business. And, if you look at
|
| The second challenge and probably the
| |
| | the most successful people in UK
|
| biggest ongoing hurdle that is shared by
| |
| | business, the majority of them didn't go
|
| most small businesses is funding and cash
| |
| | to college let alone university. Richard
|
| flow. Finding start-up capital was far
| |
| | Branson, Simon Woodroffe...DS: What are
|
| from easy, so I started up with a minimal
| |
| | the three most important lessons you have
|
| amount. It's certainly easier to borrow
| |
| | learned about business and
|
| bigger sums than small amounts. In the
| |
| | entrepreneurship?CR: 1. Everything always
|
| early days I also found getting clients
| |
| | takes longer and costs more than you
|
| to pay on time was a challenge. Now this
| |
| | think it will (even when you are fairly
|
| is less of a problem, but it is still a
| |
| | stringent with your planning).2. Go with
|
| general rule that the bigger the
| |
| | your gut feeling. Learn how to feel what
|
| customer, the longer they will take to
| |
| | that is and go with it. The buck stops
|
| pay you. Another ongoing challenge is
| |
| | with you, so you need to get as many
|
| finding balance in terms of thinking
| |
| | decisions right as you can. Some of these
|
| time. I think mostly about the businesses
| |
| | decisions will involve others trying to
|
| and what's going on in them, and need to
| |
| | sell you something: support or a service
|
| find a way to switch off more
| |
| | or a partnership. There is a time for
|
| frequently.The bottom line is that, as an
| |
| | diplomacy and sometimes you will need to
|
| entrepreneur, you have to challenge
| |
| | listen to your instincts and opt not to
|
| yourself fairly regularly and be open to
| |
| | go ahead with a certain partnership or
|
| that concept. You're often going to have
| |
| | project.3. Listen and learn constantly.
|
| to enter unchartered territory and do
| |
| | You must never think you know it all as
|
| something that is foreign to you and your
| |
| | nobody does. People like to give advice
|
| skillset, but that's what happens when
| |
| | and tell you what they know about things,
|
| you wear many hats. And certainly, on
| |
| | so you can be constantly learning. You
|
| start-up as a sole proprietor, you are
| |
| | also need to delegate, and appreciate
|
| the receptionist, marketing department,
| |
| | that there are people out there who can
|
| MD, fulfillment house, sales team. You
| |
| | compliment your talents. Remember, it's
|
| wear ALL the hats, so being challenged on
| |
| | all about people.DS: What advice would
|
| a daily basis becomes part and parcel of
| |
| | you give to an aspiring entrepreneur?CR:
|
| life as an entrepreneur.Finally -
| |
| | Do your research, find out what your
|
| realizing that you may have to rely on
| |
| | potential customer needs are and test the
|
| others who don't share your vision/dream
| |
| | market where possible. Surround yourself
|
| and who may/will let you down is a
| |
| | with a good support network and work out
|
| challenge to accept and overcome. Once
| |
| | your break-even point before you take the
|
| you find reliable and impressive
| |
| | plunge. Buy or create a checklist that
|
| suppliers you can trust, from a great web
| |
| | you can go through before you set up,
|
| developer to a great business card
| |
| | making sure you've considered everything
|
| supplier, you learn to stick with
| |
| | from your company name and marketing to
|
| them.DS: What makes you most proud of
| |
| | your website, staff and expenditure
|
| your entrepreneurial achievements ?CR:
| |
| | needs.DS: What's the number one book you
|
| The book does because it's something
| |
| | would recommend to aspiring
|
| tangible that I can pick up and say 'Yes!
| |
| | entrepreneurs?CR: Of course my own book -
|
| I did this!'I must admit, I'm often so
| |
| | The Small Business Start-Up Workbook.
|
| busy that I only rarely stop to 'smell
| |
| | However, another book I would heartily
|
| the roses' and appreciate what I'm
| |
| | recommend is Anyone Can Do It by Sahar
|
| achieving. This is a lesson in itself
| |
| | and Bobby Hashemi of Coffee Republic, and
|
| that I have to learn to do more and is
| |
| | also Anita Roddick's Business As Unusual
|
| certainly something that I suggest others
| |
| | - both are inspirational and help you get
|
| do in my book. People (myself included)
| |
| | things into perspective. Both are
|
| should list their achievements more
| |
| | available from Amazon.co.uk, or you can
|
| frequently. Some books advise to do this
| |
| | order Anita's books via her own site at
|
| on a daily basis, writing down
| |
| | What memorable mistakes, if any, have you
|
| mini-achievements.I guess the main
| |
| | made in business? What did you learn from
|
| milestones that make me feel proud of my
| |
| | them and how can they be avoided?CR:
|
| achievements are:
| |
| | Earlier I mentioned the importance of
|
| The friendships and contacts I've gained
| |
| | going with your gut feeling. Well, if I'd
|
| since embarking on my entrepreneurial
| |
| | done that on at least two occasions, I
|
| journey, including a few 'celebrities'
| |
| | could have saved a lot of time,
|
| such as Anita Roddick and Wendy James,
| |
| | credibility and money. We chose a web
|
| among others, plus a whole host of people
| |
| | development team based on referral who
|
| who are part of the same online networks
| |
| | ended up being appalling. They made very
|
| as me (such as and Digital Eve) who
| |
| | technical looking sites which had a
|
| inspire me and make me feel proud. The
| |
| | reduced Google ranking, terrible
|
| people I've managed to interview both in
| |
| | indexability and were poorly designed and
|
| the business world and music world makes
| |
| | coded. Effectively they talked the talk
|
| me feel proud. Learning is so important
| |
| | but didn't walk the walk. If I'd followed
|
| in life, and being able to learn from
| |
| | my gut instinct earlier on when the
|
| those who are 'living the dream' is
| |
| | partnership was being discussed, I'd have
|
| important.Knowing that we're still doing
| |
| | walked alright... away from them. The
|
| it and are stronger than ever makes me
| |
| | partnership cost us credibility, lost
|
| feel proud, with I Like Music ( it's
| |
| | Google ranking, plus a whole year of our
|
| taken us four years, but we are now at a
| |
| | time. Fortunately, we found a new
|
| point where some of the larger well-known
| |
| | developer who has made our sites the best
|
| brands and companies who've spent pots of
| |
| | they have ever been. But that's just part
|
| cash but with minimal results are now
| |
| | of the roller-coaster ride of running
|
| taking notice of us and can see our
| |
| | your own business.DS: What are the best
|
| strengths. We now have four years worth
| |
| | and worst things about being an
|
| of great content, contacts and traffic
| |
| | entrepreneur?CR: Best things are the
|
| and are ready to take the site to the
| |
| | freedom and flexibility it gives you in
|
| next level, but we've not forked out on
| |
| | terms of trying to reach your goals and
|
| flash offices or streams of staff. And
| |
| | in being your own boss. Plus, it's nice
|
| with Web Copywriter it's great that the
| |
| | to feel in control of your destiny. The
|
| original business 'WebCritique' has grown
| |
| | worst things are that nobody can
|
| organically into this niche area of
| |
| | understand what it's like to run their
|
| writing for the web. The fact that all
| |
| | own business until they do it themselves
|
| businesses are still going makes me feel
| |
| | and the fact that you lose a lot of 'me'
|
| proud.DS: How did you actually fund your
| |
| | time and social life when you work long
|
| business to get it off the ground?CR:
| |
| | hours on your business. Not getting paid
|
| WebCritique was launched with just a
| |
| | holiday is another negative and
|
| small amount of my own savings, plus a
| |
| | personally it's my occasional inability
|
| £1500 bank loan. My personal loan bank
| |
| | to switch off from business mode.DS: Are
|
| refused me for a business loan, so I set
| |
| | there any other thoughts, insights, or
|
| up a business account elsewhere. I also
| |
| | advice for aspiring entrepreneurs that
|
| sold my car. Since then I've financed the
| |
| | you'd like to add?CR: If you believe in
|
| business on cash flow, plus overdrafts
| |
| | your idea, have some proof to back it up
|
| and occasional loans, which is also the
| |
| | and have the energy to be your own boss,
|
| case for I Like Music, which is entirely
| |
| | go for it. Remember, it's better to try
|
| self-funded. WebCopywriter cost nothing
| |
| | and fail than to not even bother to try
|
| as the design was done in house.I wish
| |
| | then get to the end of your life
|
| there was more cash readily available in
| |
| | wondering, 'what if' and 'if only I'd
|
| the form of grants to small businesses in
| |
| | done that.'Damien Senn helps
|
| all areas: both affluent and
| |
| | entrepreneurs create compelling
|
| under-privileged areas.DS: What
| |
| | businesses. He is one of the UK's top
|
| attributes do you think make a successful
| |
| | Business Coaches as well as a fully
|
| entrepreneur?CR: That's a tough question
| |
| | qualified Chartered Accountant.Damien is
|
| because there are so many variables that
| |
| | the author of the 'Senn-Sational Success
|
| go toward making a business actually
| |
| | Journal' and has developed his own
|
| work; from personalities and people to
| |
| | coaching model called the 'Senn-Sational
|
| the viability of an idea, state of the
| |
| | Success System'.
|
| market and, often, circumstances outside
| |
| |
|
