By Robert Dilenschneider
When I had a particularly bad day working for a large corporation, I often wondered what it would be like if I were my own boss. It took me many years and lots of encouragement from family, friends and business associates to become an entrepreneur. It is the best move I ever made.
I started The Dilenschneider Group in 1991 with my longtime assistant Joan Avagliano and a small roster of clients. Twenty-five years later, my company is a global strategic communications firm serving Fortune 50 clients, major nonprofits, hospitals, schools and other entrepreneurs.
It took a lot of hard work and I did it all after turning 50.
Starting your own business is not an easy task. You”™ve got to incorporate, you need legal papers, you”™ve got to get seed money. And having your own business is extremely labor intensive. You have to be passionate about it and be able to convey that passion to potential customers.
What makes your business stand out from its competitors? I decided early on I would know where every dime of money went and I would be personally involved with every new account I brought in.
Even if you have past successes and an extensive network, it is still hard to eliminate risk or anxiety. The biggest challenge you may face when you venture out on your own may be fear. I believe to succeed on your own you need the following assets in your corner:
Certainty. Is this really what you want to do? Make a list and include what you would like to do, what are your skills, what you feel good about and what you want to accomplish. You want to look forward to going to work in the morning because you love your work.
Salesmanship. If you want people to invest emotionally ”” or financially ”” in what you”™re doing, you have to be able to convey your enthusiasm to them. Your customer needs to know what is new and exciting about your business. Have a solid marketing plan and include how you will sell your business on social media.
Credibility. This is particularly important if you are seeking investors. You need to gain their confidence. Pitch your business idea to family and friends and if you don”™t get a positive response, rethink your plan. Most small businesses rely on word of mouth in order to succeed.
Be technologically savvy. Technology is the language of the 21st century. Make sure you are fluent. If you are not comfortable with social media, hire a college student to help you. If a potential customer can”™t find you online, you”™ve had it. Have a website that is easy to navigate.
Remember someone looking to hire you will probably visit your LinkedIn account, Facebook page and even your Twitter feed. Make sure all these social media sites depict you as a serious person who cares deeply about his or her business.
Expect the unexpected. There will always be glitches ”” some small, some large. Don”™t let them sidetrack you.
Finally, aim high. Many people who want to work for themselves never get past the talk stage. The effort involved in being your own boss is huge, and it almost always includes something for which you feel completely unprepared. You can always readjust your goals, but start out by aiming high.
Take it from me; there is nothing like the satisfaction of running your own business.
Robert Dilenschneider lives in Darien and is the founder and chairman of Manhattan-headquartered The Dilenschneider Group, a global strategic counseling and public relations firm with additional offices in Chicago and Washington, D.C. He is the author of “50 Plus! Critical Career Decisions for the Rest of Your Life” from Citadel Press: Kensington Publishing Corp. 2015. He can be reached at 212-922-0900.Â
