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Who Is She?
Heidi Keller says she was bored out of her mind by her public relations career, but never dreamed she would become an entrepreneur - until she heard other women talking about starting their own businesses at a Ladies Who Launch Incubator workshop. Within months, Keller moved from New York to Las Vegas, where she knew no one but her parents, and started Get Out, an activity and adventure club for singles.
(Note from the editor: Next month Ladies Who Launch and FLO Inc. will launch Incubators in cities nationwide.) What is an Incubator? Think of an investment club where the investment is your life, or a book club where the book of the month is you. Incubators offer women energizing, nurturing environments where they encourage and help one another pursue their dreams - whether it's starting a business, building a career, finding a soul-mate, improving their lifestyle, whatever. And then they execute, focus and network like crazy to make things happen. (Click here for more information.)
Hmmm... Maybe I Could Do That!
"If it weren't for the Incubator, I don't think I would have become an entrepreneur. I got into the Incubator to kick up my social life a notch. Being around entrepreneurial women for a year and a half made me go, hmmm... maybe I could do that. I was working as a PR person for Adidas, but wanted to try something new."
Seeing Dollar Signs in Vegas
"My parents retired to Las Vegas two and a half years ago and I kept coming out here to visit them. Las Vegas is one of the fastest growing cities in the United States - about 6,000 people move in each month. Many people who move here don't know anyone. I saw a huge opportunity for an activity club."
How the Heck Do I…
"When I started out, I knew nothing about how to get a logo or build a Web site. I sent an e-mail to the Incubator's Yahoo group and three or four women e-mailed me back. One of them connected me for free, out of the kindness of her heart, with a great graphic designer and a great Web designer who gave me discounts."
Start-Up Costs
"I put about $25,000 of my own savings toward starting the business. We launched in September and already have 70 members and are growing fast. Just last week more than 50 people contacted me after we ran a few radio ads."
World's Most Perfect Job
"I'm having a blast... we've been wine tasting, indoor skydiving twice, we have a ski trip planned in February, indoor rock climbing, we go hiking every month, bowling, and plan game nights. I have created my world's most perfect job. Who knew that was a possibility?"
Putting a Price on Fun
"I interview all potential members myself. For every person I interview, we have about a 50 percent sales rate. I got my business model from a guy who runs an activity club in Denver and has been a great mentor. Most activity clubs charge anywhere from $800 to $3000 a year. Right now I'm charging $200, though that will go up. Half of the events are free, the other half are group discounted."
Growth Plans
"Activity clubs in other cities have about 1500-2000 members. I don't see Las Vegas as being any different. Right now the club is targeted to singles aged 21-45. I would also like to start a 45 plus group soon, because there's a huge retirement community here and I think that would do well."
Greatest Success - Radio Advertising
"Don't underestimate the power of off-hour radio ads. At first I thought, 'These ads are going to be worthless. They're running in non-drive time - we're talking lunch and 5 in the morning.' But I was surprised at the overwhelming interest I received in response to the ads."
Greatest Challenge - Relationships and Money
"I have friends who are members, so I can see that there's going to be a challenge separating the personal and the professional. I'm also running out of capital, so I'm spending the money that I have earned. Three weeks ago I bought a house, kind of to light a fire under myself. I lived with my parents for about six months and was getting too comfy. I knew I needed to start making more money and working a little harder."
Risks and Rewards
"Already I have gotten more out of starting my own business than the rest of my career - because it's something that's mine and no one can tell me what to do except my members. I don't have a boss anymore, which is awesome. When you make a mistake, it's yours. You learn from it. But there's way more pressure when it's all on your shoulders and could go nowhere."
Words of Advice
"Whatever you think it's going to take to start your company, money-wise, double it. All of a sudden you have to buy 1000 folders plus shipping and it really adds up. There's a state business license, county business license, city business license. Many unexpected expenses."
Recommended Resource
"I threw myself into reading marketing books - literally went to Barnes & Noble and bought them all out. Two great ones: The 22 Immutable Laws of Branding, by Al Ries and Laura Ries, and The 22 Immutable Laws of Marketing by Al Ries."
LIFESTYLE LINKS
Ladies Who Launch Incubators are coming to cities nationwide. Click here to find out details, locations, and a schedule of the 4-week intensive program nearest you. Your projects will take off, you will meet creative and energetic people like you and you will gain the resources and inspiration move you forward in ways you may never have dreamed possible. Entrepreneurship is a lifestyle. Ladies Who Launch Incubators are a movement. Join now.
This week's FLO MOMENT: Bring on the Benjamin's
Catch the Beet of Palm Beach on
The Weekly Beet
looking for business and marketing tips for your business?
Check out: re:invention's daily blog.
reinventioninc.blogspot.com
Find thrifty winter gear at www.shefinds.com
Find more must have mom gear of 2005 at www.modernmom.com
Organize your life with easy-to-use advice and inspiring solutions from The Spacialist. This week's SPACE TREAT: Do you ever hesitate to file something?
Diana Ross is coming out in a big way with M·A·C Cosmetics. Find out how! Click Here
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