Although the threat of competition on shows like American Idol and the Apprentice have been known to derail a person’s chances of winning. There are exceptions to the rule. Kristen Marie Schuerlein of Affirmagy marches to a different beat and the concept of competition doesn’t phase her one bit. She says, “I come from a place of abundance and believe there is enough business out there for everyone.�
According to Kristen, “The real question is, ‘Does our product touch your heart or the heart of someone you love?’ The answer to this simple question is the fuel that propels Affirmagy forward, and our possibilities for growth and contribution are unlimited.�
What kind of business do you have?
KRISTEN: I am a fourth generation entrepreneur, so on some level, it’s just in the genes. We started Affirmagy on Valentine’s Day 2005 simply because we loved the idea of wrapping people in the very qualities we wanted in our lives. Love, Joy, Courage, and Abundance seemed like an idea that needed to get off the napkin and shared with the world.
Our family of fleece blankets, silk screened with positive affirmations, are sweet reminders that life is good. Affirmagy creates and brings to market inspirational products that delight both the giver and the receiver.
How did you decide what kind of business to start?
KRISTEN: Affirmagy started as an evening and weekend hobby of sorts. We thought we had a good idea, but you never know.
The holidays rolled around in 2005 and the word of mouth began spreading. I could see people buying for themselves, and also sending them to the people they love the most. When we started getting letters from our customers letting us know how much they loved GIVING our blankets as gifts, we knew we were touching peo
ple’s hearts.
Did you need to have a certain mindset to achieve success?
Yes, success requires a certain mindset, and success IS a mindset. I am blessed as a young woman to live in a time when I CAN
run my own enterprise, and literally create what it looks like. I have a passion for inspiring women to not only start their own business, but to aspire to breakthrough the seven figure mark. My vision is a world where we all prosper sharing our gifts and talents with one another. I do believe I can achieve anything I put my mind to.
Is it more difficult for women to get financing for businesses?
KRISTEN: The first 5-7 years when I started my graphic design and marketing firm, Design Duo Inc., (now it its 11th year) being a woman owned business was a novelty. Home-based businesses were growing, and banks were slow to get on board.
American Express was the first financial institution to extend my company credit, and I have never forgotten. It is my first card of choice, every time. I am a proud cardholder and have been since 1996. They are a great company that sees the value in entrepreneurship. What a difference that’s made in my success.
Nowadays, banks have entire divisions that serve women owned businesses. Thank goodness! My banker is a Godsend. She gets it and gets us.
I am thrilled to see ‘corporate’ America recognize the power of women owned businesses. And that’s more reason for us to stand up and build significant enterprises that serve our communities and the world.
Has publicity contributed to the success of your business?
KRISTEN: Yes! And more good press is coming. The buzz created by the media lends powerful momentum to our growth. We started in our backyard and are working with passion and commitment to earn the interest of the national media. The hits keep coming, and it’s exciting.
We engaged a publicist long before we had taken the leap to run Affirmagy full time. It’s one of the smartest things I’ve ever done. For example, when we had big news to share about our cause related marketing initiatives, we alerted the media in a targeted, personal way and captured the ink. This has invited more opportunities for us to do good in the world.
Did you have a mentor to help you get started?
KRISTEN: I have many mentors. They are the valued people who shine a light into my blind spots. I remember one instance where a friend who has a ton of overseas manufacturing experience offered a piece of advice that I took, and months later, his counsel proved to be brilliant. And, it saved me thousands of dollars and hours of heartache. As a leader, my job is to attract people who are far smarter than I am. That’s a key to success.
Are you still running your other company? And approximately how many hours per week do you currently spend on your business?
KRISTEN: We stopped running Design Duo �full time� in October 2006. By Jan 2007, my time was invested nearly 100% in Affirmagy.
Sometimes I work 12-14 hours a day. But 8-10 hours a day is the norm. Saturdays I work 4-8 hours. And Sunday is my ‘sanctuary’ day.
This company is an expression of me. I am constantly thinking of new ideas, researching, jotting notes down. I do some of my best thinking in the car and in the shower. It’s not work. It’s how I choose to live.
What resources were most helpful to you when you were starting your business?
KRISTEN: The experience I gained from 10 years of building Design Duo, from scratch has been very powerful in supporting Affirmagy’s launch and growth.
In 2003 I faced a health challenge that really impacted Design Duo financially. At the time, I didn’t realize that I could have lost that company. We simply faced the challenge of debt and recommitted to the business. After that experience, I knew I could jump off the cliff into this company and make it soar.
What tips can you give others who want to embrace their dream but don’t have what it takes to succeed?
KRISTEN: Know that in each of us lies the ability to truly design our lives. There is no way I could have known all I needed to know to grow my businesses to where they are today 1, 3, 5 or 10 years ago.
~Have a GREAT product or service, be very specific about who you serve and how your serve. Ask a ton of questions.
~Get a line of credit, save money, design a budget for your first year and PAD it.
~Pay yourself from day one. Be realistic about your expenses – even if you are working from home. Take your hourly rate, the amount of sales you think you’ll achieve, and cut it in half.
~Get a checking account, a logo and visual identity that is well aligned with you and the people you choose to serve.
~Attend networking events before you take the leap.
~Do all that, get a support team, and jump.
This year Kristen’s plans are in turbo mode to raise $400,000 for breast cancer research and education. She says, “The news of this vision is spreading, and we’re excited to see folks joining us to make a difference in the lives of others.� With her delicious brand of enthusiasm, the momentum at Affirmagy is building fast and competition is a thing of the past.
Keep those comments and questions coming. Your opinion truly makes a difference.
Michelle
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August 19th, 2007 at 10:47 am
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September 18th, 2007 at 10:23 pm
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