20% off sale @ IncognitaShop!

•November 2, 2009 • Leave a Comment

Incognita is very excited to announce that we are having a special 20% off sale* to give you a head start on your holiday shopping!

Exclusive to IncognitaShop customers only – you can use our special 20% off coupon* for all our products at our CafePress store from November 3, 2009 to November 6, 2009 (PST) only.

This coupon is only valid if you purchase direct from cafepress.com/incognitashop – CafePress marketplace sales or purchases from other CafePress shops are not able to get this discount.  It’s exclusively Incognita customers only!

Ready to go shopping? Here’s all the information you need:

Get 20% off @ IncognitaShop*

USE COUPON CODE: incognita20
Valid from: Nov 3 – Nov 6, 2009

Visit: http://www.cafepress.com/incognitashop to start your holiday shopping rolling with this great offer!

Want to know what we have on offer? Here is a tiny sample (after all, there are over 500 designs and over 50,000 products available in store!) of the fantastic original and unique gear you can get as part of our 20% off exclusive Incognita Sale*:

Twi-Hard Women’s Long Sleeve T-Shirt
Was: $25.99
Now: $20.80
Jacob Flourish Organic Women’s Fitted T-Shirt (dark)
Was: $28.99
Now: $23.20
Douglas Adams Deadlines Quote Baseball Jersey
Was: $23.99
Now: $19.20
Professional Drama Queen Jr. Ringer T-Shirt
Was: $23.99
Now: $19.20
Film Crew Alchemy Light T-Shirt
Was: $21.99
Now: $17.60
Drama Goddess Ceramic Ornament (Round)
Was: $9.99
Now: $8.00
Drama Masks Throw Pillow
Was: $22.99
Now: $18.40
Entrance Maternity T-Shirt
Was: $30.99
Now: $24.80
Drama Masks Women’s V-Neck Dark T-Shirt
Was: $26.99
Now: $21.60
Rock Star Men’s Fitted T-Shirt (dark)
Was: $28.99
Now: $23.20
Alchemy of Directing Dark T-Shirt
Was: $25.99
Now: $20.80
The Alchemy of Acting Jr. Spaghetti Tank
Was: $22.99
Now: $18.40
The Alchemy of Music Tile Coaster
Was: $9.50
Now: $7.60
Grunge Diva Women’s V-Neck T-Shirt
Was: $22.99
Now: $18.40
Footlights Floosie Ornament (Round)
Was: $9.99
Now: $8.00
Grunge Stage Manager Tote Bag
Was: $18.99
Now: $15.20

All our gear is going for a song at 20% off!* That’s t-shirts, tile coasters, bags, hats, mugs, clocks, calendars … you name it, we’ve got it – all themed for the creative person in your life, be it actors, writers, directors, producers, film & theatre crew, musicians and more!

We also have a large range of Christmas-themed designs available, which are also available for purchase at 20% off* our regular prices:

Drama Tree Women’s V-Neck T-Shirt
Was: $22.99
Now: $18.40
Alien Santa Long Sleeve Dark T-Shirt
Was: $30.99
Now: $24.80
Santa’s Helper Women’s Fitted T-Shirt (dark)
Was: $28.99
Now: $23.20
Christmas Tree Journal
Was: $14.49
Now: $11.60
Very Good Long Sleeve T-Shirt
Was: $25.99
Now: $20.80
Santa Claus Greeting Cards (Pk of 10)
Was: $20.99
Now: $16.80
Christmas Stocking Ornament (Round)
Was: $9.99
Now: $8.00
All I Want … Fitted T-Shirt
Was: $22.99
Now: $18.40
Christmas Angel Ornament (Round)
Was: $9.99
Now: $8.00
Jolly Fat Man Dark T-Shirt
Was: $25.99
Now: $20.80
Sexy Santa’s Helper Women’s Light T-Shirt
Was: $21.99
Now: $17.60
I Believe Kids T-Shirt
Was: $19.99
Now: $16.00
Christmas Bells Ornament (Round)
Was: $9.99
Now: $8.00
Christmas Gifts Ornament (Oval)
Was: $9.99
Now: $8.00
Snowman Ornament (Oval)
Was: $9.99
Now: $8.00
Candy Cane Ornament (Round)
Was: $9.99
Now: $8.00

Don’t forget your code to get your discount:

Get 20% off @ IncognitaShop*

USE COUPON CODE: incognita20
Valid from: Nov 3 – Nov 6, 2009

Visit: http://www.cafepress.com/incognitashop to start your holiday shopping rolling with this great offer!

TERMS & CONDITIONS OF SALE

* Save 20% off your purchase from the incognitashop shop (CafePress.com/incognitashop), excluding shipping charges and applicable sales tax. Coupon code must be entered at check out. Promotion starts on November 3, 2009, at 12:00 a.m. (PST) and ends on November 6, 2009, at 11:59 p.m. (PST). All orders must be from CafePress.com/incognitashop (i.e., all products available from the following URL www.cafepress.com/ incognitashop). Excludes other CafePress shop or marketplace purchases, Gift Certificates, Flip Minos, SIGG bottles, CafePress Groups purchases and bulk orders. Offer cannot be combined with any other coupons or promotions and may change, be modified or cancelled at anytime without notice.

ALTERNATIVE TIMEZONES FOR SALE:

Melbourne, Australia: Tuesday 3rd Nov @ 7:00 PM – Saturday 7th Nov @ 6:59 PM
Los Angeles, USA: Tuesday 3rd Nov @ 12:00 AM – Friday 6th Nov @ 11.59 PM
London, UK: Tuesday 3rd Nov @ 8:00 AM – Saturday 7th Nov @ 7.59 AM

HAPPY (EARLY) HOLIDAY SEASON!! :)

Winner of Twilight New Moon Design Contest!!

•November 2, 2009 • Leave a Comment

PRESS RELEASE FROM INCOGNITA ENTERPRISES
November 1st, 2009

"Edward" with heart and flourish Twilight New Moon Winning Design

"Edward" with heart and flourish Twilight New Moon Winning T-shirt Design on Women's long-sleeved black tee

Incognita is delighted to announce that TWO of their Twilight New Moon official fan t-shirt designs won in the CafePress Twilight New Moon T-shirt Design contest (Australia)! The award-winning designs are our Edward (Cullen) T-shirt design (above) and our “Yes I Am A Twilighter” T-shirt design (below).

Incognita would like to say a huge thank you to the judging panel!  And the best bit?  You can get your very own copy of the designs on a huge range of t-shirts, gifts and more!

Click here for the Edward award-winning design and here for the Twi-Hard themed award-winning design.

We also have a range of Jacob and Bella T-shirt designs as well. Click here to see the whole line.

Just in time for Christmas! How thoughtful … ;)

Yes I am a Twilighter Organic Women's T-shirt

"Yes, I am a Twilighter" Twilight New Moon Winning T-shirt Design on Organic Women's T-shirt

More Shakespeare Shoppe Zazzle Designs

•September 9, 2009 • 1 Comment

Yes, been awol for a while from here, but that’s due to work, work and more work!  Got lots done, especially on my new store: The Shakespeare Shoppe @ Zazzle!

Further to yesterday’s post, here’s some more examples of what’s now available to purchase there in the Shakespeare “Grunge Quote” section:

And there’s plenty more where that came from! ;)
More updates to come in the next few days …

Queen Elizabeth the First T-shirts @ Zazzle

•September 8, 2009 • Leave a Comment

Yep, I’m back :)

Very excited to be now offering all The Shakespeare Shoppe designs @ Zazzle! More examples of what’s on offer will be added here in the next few days, but here’s a taste of what’s available to purchase from our Queen Elizabeth the First Quotes section:

The ‘Resting’ Actor: Suggested Jobs For Actors Between Gigs

•July 22, 2009 • 1 Comment

It is a sad fact of our industry that there will be, regardless of your standing in the industry, times when work isn’t as plentiful as we’d like – on either side of the camera. And while it’s true that once we (hopefully) get to a certain point in our careers these times may not be as lean as when we first started out, most actors have a second job, sometimes a second career, to ensure that they can pay the bills and survive those gaps between gigs.

So, what are the ten most popular “other” jobs actors take on while they’re “resting”?

No. 1 – Waiting on Tables

Yes, it’s a cliche, but after a quick poll around my actor buddies, nearly all said they had waited tables at some point in their career.

Most worked in small cafes, I started waiting tables at a Music Hall, others worked for one of the large fast food joints. So, why is this form of second job so popular for actors? One word: flexibility.

Usually you can swap shifts when you have an audition or gig come up at reasonably short notice. If you’re doing a fringe theatre gig or taking evening classes, you can usually take a day shift so you can rehearse/study at night.

You also get to practice your acting skills dealing with the general public – anyone who has done this, knows how your skills as an actor can be very helpful when dealing with a difficult customer, or if you’re just having a bad day and can’t let it show – and no opportunity to do that is a wasted opportunity.

It also doesn’t require you to study or have a degree as you can learn on the job and you can also leave the job behind you when you go home (i.e. you sign off from your shift and walk out the door, not having to take work home with you to prepare for the next day).

Note: This also includes bar work and working in a pub for all the reasons outlined above.

No. 2 – Temping

Temping – otherwise known as Casual PA or Secretarial work – is the second most popular “other” job for actors.

Again, it’s flexible – you only work when you want to work, and it usually pays better than waiting tables. However, you will need some kind of Secretarial skills set to do this job (thanks Dad for insisting I do a Secretarial Course when I left high school – as much as I disliked you at the time for making me do it!).

To undertake Temping, you have to join a Temp agency, which usually involves an interview and a few tests – such as testing your typing speed. To be a successful temp, you have to be good at adapting to a different workplace every few days or weeks (depending on the length of your temp contract), be reliable and be able to pay attention to detail.

I recommend temping as a second job, as it’s challenging and gives you a chance to use your brain in a different way to acting. I temped when I first got to London, and it’s how I ended up working full time for the BBC. I began with them as a Temp and, after working for three different executive producers, was invited to stay for a full time contract. (I also worked for the British Airways Authority (BAA) for a few weeks as a Temp, when they offered me a full time position as well, but I took the BBC’s offer for obvious reasons!).

But, it’s really only a good choice for those who don’t mind working in an office environment and who are quick at adapting to different bosses and situations. Also, there’s no guarantee you’ll get to work just for the entertainment biz – you’ll most likely also work for lawyers, accountants, government departments and other large corporations, so you need to know how to dress and behave in a corporate envionment.

No. 3 – Teaching

At #3, there’s Teaching. This covers not just teaching in schools, but also working as a Drama Tutor (ie. running your own classes). Most actors do some kind of tutoring during their career – as many of you know, I have with the “Acting Up” Masterclasses, and I know many others who are teaching in Primary and High Schools to earn their income between gigs.

The problem with working for High or Primary Schools is that you don’t have flexibility – you’re on a curriculmn and you have to be there for classes. However, I do know of teachers who manage to have an acting career AND a teaching career in “normal” schools, by having a relief teacher who takes over from them when they have acting work. But, this does cause a disruption for students, so finding a relief teacher who shares your teaching philosophy and methods is best, if possible.

The other way of teaching – running your own classes – obviously gives a bit more flexibility, but again, if you’re running weekly classes, you still have an obligation to students to be there every week. Again, you can get a second teacher to run the classes for you when you’re on a gig, but, again, make sure they fit your style and philosophy of teaching to ensure students get some continuity.

One of the reasons why I went from teaching weekly classes to weekend masterclasses is because of my increasing workload as an actor, writer and producer – only teaching weekend workshops meant my week was freed up to concentrate on my career in the ‘biz. I have stopped teaching entirely now – not necessarily forever, but for the moment – due to my not having enough hours in the day to prepare classes and teach and manage the two television projects I have on the go and undertake my acting work.

Please Note: If you’re going to teach kids, you’ll need to get a “Working With Children” certificate – it’s now a legal requirement – whether you’re running your own classes or working for someone else.

No. 4 – Working in Retail

Retail is at #4 – which surprised me, as I assumed this would have got higher in the ranks and appeared before teaching, but no, according to my poll, it comes in at #4.

I had a brief encounter with this “other” kind of work when I first started out, but it just didn’t suit me – didn’t keep my interest, really!! However, it can be great for actors as you can work part time or casually, therefore you should have some days of the week that you know are always free and you should have the option to swap shifts if you have to.

I know actors working in all sorts of retail – clothing, electrical goods, DVD rental, computers, outdoor furniture, office supplies, party supplies, etc, etc. The other bonus to working in retail is that you should get staff discounts, and if you’re working in clothing, then that can be very helpful for your audition wardrobe!

No. 5 – Telemarketing

Again, I expected this to be higher on the list, but I suspect part of the reason why it’s not is due to the amount of large corporations relocating their telemarketing divisions to India – such as Dodo, amongst others (oh, don’t get me started!!).

This job is great again for flexibility, as it’s usually done on a rotating shift basis, which means you should fit in auditions and gigs as they come up without effecting your “other” job. However, there’s been a lot in the press lately about the pressure Telemarketers face in the job, so really, this job is only good for those who enjoy selling things to complete strangers over the phone and hitting their quota of sales every week.

Related to this work is Customer Service. This job carries less pressure (you’re not selling things), but can be a little difficult as you’re likely to get some angry people calling you as well as nice ones. Really, it’s only good for those who know how to handle people and have a fairly thick skin.

No. 6 – Children’s Parties/Clowning

Children’s Parties is on this list because, while it’s related to acting (you usually play a character and get to dress up), it also involves the skill of knowing how to entertain kids – not as easy as it sounds – and possibly doing balloon art and face painting amongst other, non-actor things.

I used to be a clown. Yes, I admit it. She was 13 and called “Bubbles”. She came to life through a sketch I did for a kids concert when I was a teenager myself at the Victorian Arts Centre for the Royal Childrens’ Hospital Appeal. She stayed with me for nearly five years and appeared in the Moomba Parade in Melbourne, several festivals, many concerts and, yes, the occasional children’s party.

It’s fun work, there’s no denying it. But kids are a tough and honest audience and it is a true test of your skills as an actor. There are a few Agencies dealing with children’s party performers – and they run the whole gamut, character-wise: Pirates, faries, clowns, witches, princesses, jesters, you name it. Have a look in your local Yellow Pages or Google “Children’s Performers” or “Children’s Parties”.

Please Note: You’ll need to have a “Working With Children” certificate to do this work as well.

No. 7 – Promotional Work

Different to “Children’s Parties”, as this kind of work is done to promote a business to the general public. It can be anything from being a Grid Girl at the Grand Prix to dressing up as the Easter Bunny in the Bourke Street Mall for an Antique Jewelry store Easter Sale (yes, I did that too – the Easter Bunny, not the Grid Girl!!).

Hey, if Brad Pitt can work as a Chicken for Nandos wearing a silly costume and carrying a sandwich board, then any of us can (and have)!!

Usually hired directly by the business concerned, or sometimes through an Advertising Agency, again, it’s good for actors due to the flexibility of the hours and, if you’re in a full character suit, you’re covered up so nobody knows it’s you anyway! (Unless you’re playing the Easter Bunny in the Bourke Street Mall in a tight fitting bunny outfit with your face showing – which means you’re going to get pinched on the backside more times than you can count and propositioned on a half-hourly basis).

I’ve also done full suit work – only once, as “Pepe the Pelican” for the National Water Sports Center, which involved standing on the front of a speedboat as it moved at a fairly fast rate of knots down the watercourse – so make sure you know what’s expected of you before agreeing to taking on a contract!

No. 8 – Web Design/Graphic Design

This job is really for those who have an artistic bent (other than acting, of course!) and some technical skills. That said, there are a few actors now who are now doing this job as their “other” job, including yours truly. It gives you a chance to explore your creativity in another way, and also helps with your analytical and logical skillset as well.

Do you need to study to do this? Well … no, but that said, it doesn’t hurt to do some classes in it if you intend to make it a business in the near future. I am self-taught, but I’ve had nine years to work on my skills in this area and only began designing for others about six years ago.

I work for myself, as do many others, and so the job is great for flexibility – as you work on your own time. However, once you have a stable of clients, you do need to be organised and meet deadlines. And, as much as it sounds great to be able to work in your pyjamas, you do have an obligation to put your clients first, without impacting on your acting career, so it’s a little bit of a juggling act.

I specialise in entertainment industry clients and have a core group of clients that I design for on a regular basis. They are all fantastic people and all in the biz, so they understand when I have to duck off to a gig (or have my wisdom teeth out, as I did last month). As a result, I am as loyal to them as they are to me and enjoy my work for them – which is always important.

No. 9 – Photography

This is becoming a little more popular, but, again, not for everyone. Most actors who go into photography specialise in actors’ headshots – ensuring that they’re still in the ‘biz. It’s also a great way to network. BUT – you should only set yourself up in this aspect of the industry if you have a talent for photography. I don’t, so I don’t even bother attempting this area of work. But, others do and have run a successful sideline photography business, sometimes for years, that supplements their acting income.

One of the better known actors, who was also a headshot photographer, is Alan Fletcher (currently playing “Dr Karl Kennedy” on Neighbours). Alan ran his photography business for years, becoming THE photographer for actors to hire for their headshots in Melbourne, until he gave the business up a couple of years ago, due to his ever-increasing acting and music workload.

Please Note: You’ll need to purchase the right equipment to do this work, so there will be some expense and outlay to set this up before you can even start.

No. 10 – Writing

And the last on our list is Writing. This covers screenwriting, playwrighting and short story, article and novel writing.

Think it’s unlikely? I know of five actors who are currently earning their living as writers AND working as actors at the same time. Two of them are writing for Australian television, one is a short story author who is being paid for her work in magazines and anthologies all over the world, one is making money writing articles for Internet magazines (or e-zines) and from her blog, and the last is making a tidy income from writing Harlequin and Mills & Boon novels (under a pen name, so no-one knows it’s her).

Obviously, for this you need the ability to write. That really goes without saying. You also need the ability to meet deadlines and be reliable – but that should be in your work ethic as an actor anyway, so that shouldn’t be too much of a stretch.

Again, you get to go to work in your pyjamas (apart from when you’re writing for TV and have to go to writer’s meetings – although, the way some writer’s dress, you might suspect that they didn’t get dressed to go out!). You also need to be able to take criticism of your work – again, something you should be used to as an actor.

To write for TV, you’ll need to write a spec (i.e. speculative) script for the series you’re angling to write for and send it into the Writer’s Dept. for their consideration. Information on how to do that is available usually on the show’s website, and if not, Google for “writing for [name of show]” or “writer [name of show]“.

If you want to write for Internet e-zines, just type “internet magazines” or “ezines” into Google and follow the links. Guidelines for submissions are usually displayed on their websites.

And, if you want to try your hand at romance novel writing, just go to the Mills & Boon website – all the info you need is here. And here’s an interview with an Australian Mills & Boon writer to give you an idea of what’s involved from an author’s point of view.

CONCLUSION

This list is in no way a comprehensive one. But, it should help actors out there who are trying to find a second income. If you have any additional suggestions that I haven’t covered – please feel free to comment below – the more suggestions the merrier!

Article Copyright © S. McLean 2007

Marketing the Dot Com of your Film

•July 21, 2009 • Leave a Comment

The Internet is the best way to get your company, yourself and your film out to the general public, as we all know. So now that you’ve built and published your website, crammed full of your own brand of filmic goodness, how do you get Joe Public and the rest of the industry to drop by for a bit of a squizz?

So, you’ve read my article, Internet Indies – Join the Revolution (hope it helped!), bought your domain name, hired your designer, built your site, filled it with images, footage and information about your company and latest film project and now it’s out there for the world to see. What now?

Unfortunately, in the world of the World Wide Web, “if you build it, they will come” just doesn’t happen. With over three billion websites out there (and growing), you need to form a targeted marketing strategy to encourage people to surf by your neck of the ‘Net.

Here are some tips on what areas – online and offline – you should be looking at to entice visitors to your site.

Use your traditional stationary

This might sound terribly obvious, but you’d be surprised at the amount of filmmakers who do not list their email address and website URL on their stationary. This is a wasted promotional opportunity for your website if you don’t. Every piece of correspondence you send on official company or film letterhead is an advertisement that you are online.

Use Your Signature Function on Your Emails

Most email programs offer you a “Signature” option. This means that you can type in text (usually up to eight lines) that will automatically appear at the foot of your email, every time you send one out. Use this to list your company or film name, URL and slogan or tag line.

Eg.

Incognita Enterprises
http://www.incognitaenterprises.com
independent films … independent attitude

Issue Press Releases

From the launch of your website to the day you sell the company (well, its possible!) – issue a press release announcing the latest developments with your website and your film projects. And don’t just send them to the Arts or IT Editors of the major dailies. Also send them to the Editors that cover your company’s primary business. If you are in corporate video – send it to the Financial or Business Editor. If you are in Educational films – send it to a journalist who specialises in Education news.

Also look at online ezines and webzines that cover your company’s area of interest and send out an email to their Editors. Post on industry site forums. This strategy will generate hits from those who could become interested parties, or better yet, investors and collaborators, rather than just curious visitors.

Get Listed With The Search Engines

Although some people complain about search engine rankings and listings being too general, the majority of surfers on the Net (80.5%) still use search engines like Altavista, Yahoo, Google, Hotbot, Excite and others (and yes, most of those use Google). Therefore, don’t neglect these general search engines. There is a whole market you could miss if you do.

There are several free submission services, or you can just go along to each search engine site and submit your site manually, again for free. You’ll need to check with your designer to make sure that you’re using proper META tags such as keywords and descriptions. These tags tell search engines the content and title of each page, and are part of the web page programming.

Also, make sure you use words in your text on each page that relate to what your site’s about – i.e. be descriptive, using words like ‘film’, ‘movie’, ‘filmmaking’, etc. Also use the “Title” function for each web page (that’s the text that appears at the top of the browser when you load your page) and put keywords there in a sentence.

Eg.

Incognita Enterprises – independent film, movies, TV and theatre in Melbourne, Australia

Also don’t forget the ‘ALT’ tags on your images! Apart from being really good extra fodder for search engines, vision impaired surfers will rely on these tags to know what the images are. Be descriptive and detailed when tagging your images – if it’s a photo of you on set with some of the crew, put ‘Joe Cool director with Groovy Gaffer, Super Sound Guy and Lovely Leading Lady on the set of our latest blockbuster Unbeliveable.’ (obviously use their real names – this is another way to catch visitors who might be searching via a search engine for a particular crew or cast member).

Find other ways online to promote yourself

Start a Blog. Make daily or weekly entries about what you’re up to with your latest production. Do a kind of online production diary – this is a great way to promote yourself AND your projects. And always link back to your main site.

Join newsgroups and forums – find newsgroups to do with filmmaking or screenwriting or whatever your area of interest is and join them. Participate in discussions – do NOT simply leave your links and leave, that will get you banned and do you absolutely no good. Take time to participate with useful information, or just general chat about being a filmmaker, but use the ‘Signature’ function most forums and newsgroups have to leave your url with each post.

Get a YouTube channel.  It’s free and a great way to get the word out with trailers, promos, even full short films.

Write An Article

If you have expertise in an area that is covered by print or online media, then write an article about it, and submit it to the Editor for free publication. In the case of ezines, Editors are always interested in seeing new takes on subjects and are quite open to receiving submissions. How do you find out who is accepting what? Subscribe to as many ezines as possible in your area of interest and see what kind of articles they are publishing.

In the case of print media – buy a few different magazines and newspapers and see what kind of content they have on offer. If you have a different take on something in their subject range, write it and send it in. And don’t forget to include your email address and web site URL. You’d be surprised how much credibility having an article published will add to both your company’s and your own reputation. And how many visitors will come calling once they’ve seen you in print.

Just make sure that you really know what you’re talking about when you do this. Be sensible and realistic about the content of your article, and consider the impression you will create about yourself when writing articles or advice. And be aware that you may attract some criticism as a result of your views if they are deemed controversial.

But then again – all publicity is good publicity, they say ;)

Originally published March 2004 © Sally McLean. All rights reserved.

Making Business Personal – Yes Filmmakers, This One’s For You

•July 20, 2009 • Leave a Comment

What do you see your film company doing in five years?  How will you handle a failure in the movie business?  What are your goals for the future?  How do you plan for success, and failure?  All this and more comes down to making business personal – investing personal energy and goal-setting into your film business future.

While we are constantly told to keep business separate from our personal interests – before starting out with your own company, you have to do the opposite. You have to consider both, hand in hand.

What does this mean? Let’s use an example.

You’ve created a great piece of software for the film industry that is unique, original and fills a gap in the market. Or you’ve got an idea for a film, better still, you’ve got a completed script that you want to produce yourself. What do you personally want to see the business created from this product do?

Do you want to be the top company in this market, or make your money fast and get out? Are you going to use this first product to get attention for the business (yourself) and then branch out into other, related areas at a later date? Do you want to corner the market, buy up other companies that work in related areas – become the next Bill Gates, Rupert Murdoch, Harvey Weinstein or Kerry Packer?

Do you know where you want the company to be in five years? Ten years? Twenty years? Yes, its that question that we all dislike hearing in job interviews, but its asked for a reason. If you can answer that question, then it shows that you have goals, that you’re aiming for something. Whether the answer you give to your prospective boss is “Being Vice President of Distribution” or “Doing your job”, as long as you have a vision of where you, and in this case, your business, is heading, then you’ll find the going that much easier.

So, decide on where you want your business to be placed and what it will be doing long term. Make that your ultimate destination for the business. Then set smaller goals along that timeline. Start with where do you want the company to be in a year. Then in two years, then in three, and so on. Write it down. Put it up on your office wall, or near your computer. Put it somewhere where you will see it and be reminded of where you are going. Each goal is like a milestone along the road to success, so treat them as such.

Next, consider what you personally want from the success of your business. Why do you want to create and run this business? Is it for financial independence? Because you believe in the product or service? You want to be your own boss? Fulfill a dream? Retire early, buy a yacht and sail to the Carribean? Take over the world?

Whatever you expect personally from your business is just as important as what you personally want for your business. The combination of the two means that you are personally connected to what you do, you have emotionally invested in the success of your business, and so an enthusiasm for what you do is created that is contagious. Also, when the going gets tough, being committed to your business, for whatever reason, gives you a greater chance to overcome the hurdles you will face more easily, than if you’re just doing it “because it sounds like a good idea”.

The next thing you have to do is look at your risk tolerance. This is where you need to be clinical and distanced from the personal considerations for a while. This is where you need to assess just how prepared you are emotionally, financially and professionally in case your business is put in risk – for any reason. If the business failed, would you cope emotionally? Would you be able to wear a financial loss? Would you be able to weather any storms on the horizon? Because there’ll be a few.

When looking at your tolerance for risk, be hard on yourself – allow yourself to picture the worst case scenario and imagine how you’ll react. Talk to your bank manager or accountant to make sure that you’re safeguarded as much as possible financially, should the worst occur. And be honest. There is no point going into a business venture if you’re not prepared to take the risks that go with it. No start-up runs smoothly. If it’s not problems with paying tax on time, then it’s setbacks with the product, or issues with funding, or anything else you can think of. As they say, “The best laid plans of mice and men, etc, etc”.

Once you’ve realistically assessed how you’ll handle any of the risks, and you’ve decided that you can handle anything thrown at you, you can put that aspect aside and not think about it again, knowing that you’re secure no matter what occurs. Then you’re ready to seriously start planning your business goals, writing your business plan, buying office furniture and getting in a Feng Shui expert.

Of course, goals and attitudes can change, and they should be flexible to allow for unforeseen opportunity and sometimes misfortune. But if you keep your ultimate goal in mind, and personally invest yourself and your goals for your business, in your business, and finally – are persistent and determined, then your success is already one step closer to reality.

Originally published May 2004 © Sally McLean. All rights reserved.