Weekend Entrepreneur:

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 people’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

According to work-at-home mom and wife Lori Hall, “There’s nothing you can’t Google and find on the Internet. From how to file a patent to what kind of plastics are available was all discovered and researched on-line.� Lori had several stops and starts along the way but refusing to give-up is what helped her turn her invention into a dream come true. Lori shares her story and the events that lead to her being chosen as one of 8 finalists on Oprah’s Next Big Idea Show.

What inspired you to become an entrepreneur?
LORI: My idea for EZ Bouquet came about while I was making a silk flower centerpiece. It occurred to me that a device that would hold the flower stems in place would make the job of arranging flowers so much easier. As I fussed and fooled around with the foam I was using I knew that there was a need for something better. I started looking around and had a pot that had a disc in the top with holes in it. I spent a year or so playing around with a similar design and abandoned it because it wasn’t versatile enough. I wanted a design that would fit in any shape or size vase.

One day I sat down and prayed and gave it to God to come up with the perfect shape. This is no exaggeration; I was daydreaming and kind of speaking to God saying to Him, and myself “I know there’s a shape that would be right for this and that would work in anything.� Like a lighting bolt I got the idea of the sphere. I jumped up and down and said that’s it!!!

This idea had been on the burner for two years. And at this point I had been working with different designers trying to come up with the right design. Right before this I had been introduced to Jessica Dramer, an industrial design student at the time. She helped me put this new idea on paper. We ran into many who said it couldn’t be done but I would not accept no for an answer. We had to make the ball into two halves and Jessica came up with a connection that allows each half to be identical which also makes it possible for one tool rather than two and cuts down on manufacturing costs significantly. This also was a blessing because we found that each half could be used independently and made the device that much more versatile. The halves can be inverted or used as domes. www.ezbouquet.com/ideas.html. The ball can also be filled with foam to make floral pomanders for weddings and the product ended up being very functional and much more versatile than I imagined.

What was it like when you were selected for Oprah’s Next Big Idea show?
LORI: I had a few prototypes at that point and ran to the computer to register for this event. Jessica and I went to LA and presented EZ Bouquet to QVC and got immediate interest. We received a phone call within a week asking more questions and we were elated. They were only picking 10 finalists out of 6000 attendees at the events in Chicago, LA and Philadelphia. I had multiple phone calls from QVC over the next few weeks and waited for their decision. To my utter shock and amazement, EZ Bouquet was chosen to go on the Oprah Show as 1 of 8 finalists. This was beyond a dream come true. The amazing part of the success so far with EZ Bouquet is a divine chance of seeing a promo on the Oprah Show for Oprah’s Next Big Idea.

Were there any challenges that appeared to be more difficult because you are a woman?
LORI: The challenges came usually from men thinking I was a dumb blonde with a dumb idea. None of them said this but that was the impression I got. Finding a woman who could help me with the computer design was very important. Some of the guys I worked with just didn’t get it. My point is, try to find someone (man or woman) who believes in your idea. Or else you end up spinning your wheels with people that can’t see the value in your product. I discovered that because this was a flower-arranging product, men didn’t get excited about it.

After the Oprah Show several newspapers including the Seattle Times and the Western Front did a story about EZ Bouquet.

Have you started marketing EZ Bouquet to stores?
LORI: The business of selling EZ Bouquet is just beginning. I had to find a manufacturer and got quotes from several companies. This is where you have to be tenacious and not let someone discourage you. I had one manufacturer flat out say he didn’t want to work with me because he didn’t think I would want to spend what it would take to make the tool. After talking to several manufacturers and tool makers including one that was going to produce my part in China I found a US manufacturer that was able to beat the others by 50% and I am thrilled to be able to keep the manufacturing in the US. It really pays to shop around for price. I am also waiting on a decision from QVC to carry EZ Bouquet. They have expressed interest in it and I should know soon whether they will carry it. Making a good product is only half of the battle. Even with all of the exposure and press I’ve gotten it still takes work marketing and selling your product.

What tips can you give others who want to embrace their dream but, don’t have the confidence or feel they don’t have what it takes to succeed?
LORI: Embracing your dream is THE KEY to success. Many people will discourage you along the way or will not have a vision or understanding of your dream. You must continue to believe in it and take the steps to make it a reality. For me the difference in this idea compared to many others I’ve had is that it had lasting value, in other words it kept coming up in my life. It never faded away.

My business is a dream come true. I think the future is bright for EZ Bouquet but it’s just in the infancy stage and I haven’t even gone into production yet.

Any advice for someone who wants to be an entrepreneur but doesn’t know what they want to do, or where to begin to get their idea up and making money?
LORI: I believe anyone can be an entrepreneur but what makes someone an entrepreneur is an idea or a mind that’s always searching for a different way to do something. I think you have to be willing to step outside the box.

Lori Hall is the second finalist I have interviewed and I hope it will encourage you to keep taking baby steps. So if you have a business idea you want to tell us about or challenges feel free to add your comments here. If I can’t answer your question I will have another expert respond to your issue.

QUOTE:
“A bird doesn’t sing because it has an answer, it sings because it has a song.â€?
~Maya Angelou

BOOK TO READ:
The Millionaire Maker’s Guide to Creating a Cash Machine for Life
by Loral Langemeier
This book delivers a step-by-step action plan for starting up your Cash Machine, helping you to:
* Identify your personal skill set
* Brainstorm a business idea and model it after a similar venture
* Test the sales potential
* Create a Cash Machine Plan
* Build and manage your team
* Develop short- and long-term marketing strategies
* Grow your business-and make more money!

Over and over and over again I have heard coaches and experts ask the question… “If you could do whatever your heart desires and money/education/time wasn’t an issue, what would you do?� If you have ever dreamed about running your own HUGELY successful business, welcome to the club! But wait a minute; I don’t want to get you all excited about the thought of a million dollar business without tips for achieving it. As I typed that last sentence I began doubting myself, wondering if I can satisfy your craving for success, achievement and last but not least (on my list) contribution. One of my pet peeves is hype that doesn’t deliver on its promise.

Ok, so I secretly refer to her as the Fairy God Mother of women entrepreneurs. In a perfect world, I will meet her someday; maybe even have lunch with her. Does the name Nell Marino ring a bell? She launched Count Me In for Women’s Economic Independence. It’s the leading non-profit provider of online business loans, resources and community for women entrepreneurs nationally. Hundreds of women from geographically and ethnically diverse groups from all 50 states have received microloans for their start up businesses thanks to Count Me In. The best part is, you don’t have to be a rocket scientist. Women just have to register their businesses on the website to be considered www.count-me-in.org. Wait, there’s more….
Nell didn’t stop there, she came up with another brilliant idea called Make Mine A Million www.makemineamillion.org and I want to share some inspiring success stories as well as their criteria for participants.

It all started when Count Me In partnered with Open from American Express, to create Make Mine a $Million. Other sponsors came on board, including AIG, QVC, Cisco, Fed-Ex, and Intuit. Similar to ‘American Idol’ qualified women can ‘audition’ their already established businesses in front of a panel of judges, for a chance to be awarded business packages that include loans and financing, one-on-one mentoring, marketing assistance, technology support, a slot on QVC and shipping discounts.

To qualify, businesses need to be:
~ women-owned
~ in business at least two years
~ bringing in a revenue of $250,000 a year

Already, 83 women across the country have received awards. The next big events for 2007 are open to women nationwide and are happening in the following cities: Austin October 4th, New York City October 23rd and Burbank, California November 14th.

Applications are being accepted now, with deadlines in September. Women can sign up at www.makemineamillion.org. Once you sign up, Count-Me-In will select a list of finalists who can audition in that city. If you are one of the lucky women chosen you will rehearse auditions the first day and on the second day you will audition in front of a panel of judges and a live audience. The audience will have ballots and will help select the awardees.

Here are a few of the talented business women who have been selected:
Francine Glick - www.waterjourney.com
A resourceful mother of two, Francine invented Hands2GO®, an instant hand sanitizer. It was specifically formulated to avoid the harsh effects of alcohol, making it a safer choice for families and young children. Recent reports of children who have ingested small amounts of potent alcohol-based hand sanitizers (which are often over 60% alcohol or equivalent to 124-proof) and suffered from poisoning symptoms, is another reason parents and caregivers are seeking products that are able to kill bacteria without alcohol. Hands2GO is available at Babies�R�Us, Bed Bath & Beyond, Duane Reade, Harmon’s, Kroger, and CVS.com.
Marie Moody - www.stellaandchewys.com
Marie, 39, founded her pet food company three years ago when her dog was diagnosed with an illness that could only be cured by putting him on a diet of raw meat. Stella & Chewy’s is a wholesaler of all-natural, raw and freeze-dried pet food for dogs and cats. The diet is 96% free-range meat and bone, and 4% organic fruits and vegetables; it mimics what carnivores would eat in the wild. Because it is raw, all of the enzymes and nutrients are still alive, thus providing maximum health to pets The company has doubled its sales every year. Mare worked in corporate America as a fashion wholesale sales rep in clothing showrooms all over the world. Now she’s allowed to bring her dog to work.
Sandi Webster - www.consultants2go.com
Consultants 2Go, LLC was literally forged out of the ashes of September 11th, when Sandi (45) and her business partner were forced to leave their offices near the World Trade Center and subsequently lost their jobs. This was the catalyst they needed to finally go into business for themselves. Consultants 2 Go is a certified minority and women-owned consulting firm that provides marketing and analytic solutions to Fortune 500 companies. All C2G consultants are seasoned professionals with over ten years of experience. C2G has four divisions: Professional Services, Marketing Solutions, Analytics, and Electronic Payments Practice. C2G targets financial services and telecom companies that have a need for unbiased, complex analyses and market campaign tracking.
Karen Bevels - www.karenbevels.com
Karen Bevels Custom Catering and Events grew from Karen’s background as a personal chef. Her company offers food service, event rentals, staff, floral and anything else her clients require to have a catered event. The company can manage events ranging from 2 to 2,000 guests.
Doreen Zayer - www.relaxoncloud9.com
Relax on Cloud 9 is a full service spa which has been in business since 1995. Doreen Zayer, 46, began as a licensed massage therapist. She opened her first massage center in 1995, purchased the building where her spa currently is in 1997, and opened a second location in the Hilton Hotel in 2002.
Adrienne Simpson - www.wemoveseniors.com
While downsizing and moving her mother from Georgia to Michigan, Adrienne discovered how fragmented the moving process is for senior citizens. She decided to put her years of customer service and organizational experience to work and started Smooth Mooove Senior Relocation Services, Inc.
Sharon Brown - www.selonabeauty.com
Selona skin care line is the ultimate in opulence and innovation. This skin care line of products are ultra-rich and silky– yet non-greasy. Selona is one of the most sought after brands in higher-end spas, resorts and retail boutiques around the world.

Ok, now it is your turn to share your comments, thoughts and dreams with me. I’d love to know what you are up to, what challenges you are facing and how I can continue inspiring you with stories and celebrating your success.