The $100 Startup – Chapter Three: Follow Your Passion… Maybe

screenplay

Some books deserve a closer read. One of these is The $100 Startup by Chris Guillebeau.

I’m a writer. I’ve written screenplays, short stories and even several novels. Writing and (more recently) photography are my passions. I’ve followed my muse, as much as I could afford to.

But make a living at my passions? I had the dream of being a Hollywood screenwriter until I actually visited LA. And I’d love a book deal but the publishing world is in disarray these days. And the dream of being a professional photographer is undermined by countless photographers (including, at times, me) willing to work for free.

Besides, I really do like working on web sites. I love the immediacy and creativity of web publishing.

The idea that there must be some way to combine my writing, photography and web skills into some sort of coherent business is why I bought The $100 Startup.

In chapter three, Guillebeau addresses the artist within all of us, the countless people who have wanted to turn their hobbies into money-making operations.

The key is to find the overlap between your passion and the what people will pay for. He puts it in this somewhat clunky formula:

(Passion + skill) -> (problem + marketplace) = opportunity.

The best example comes from Guillebeau’s own life. I first started reading his blog during his quest to visit every country in the world. Did he get paid for this? No. He gets paid through related services, like his books and guides. As Guillebeau expains:

…you don’t get paid for your hobby itself; you get paid for helping other people pursue the hobby or something indirectly related to it.

Another example is Benny Lewis. He loved learning new languages and discovered that total immersion was key to picking up a new tongue. He learned seven languages in just two years. Pushed by his friends, he developed Speak from Day One (check out the insane video).

But how do you determine what the market will pay for? A tough question, but Guillebeau offers a checklist. You need a hobby that you’re passionate about. And have other people asked you for help with this hobby? Are they willing to pay for your expertise? These questions will be explored in greater detail in chapter six.

Remember, too, the admonition from chapter two that business success comes from helping people. So, how do you use your skills in a way that helps people?

art jamzThis chapter has a lot of relevance for artists and other creative types. Not everyone wants to turn their art into a business, however. It’s one thing to take photos that you enjoy; quite another to try to sell them at a farmer’s market. Guillebeau underestimates the difficulties people may have in exposing their art to the cruelties of the marketplace.

If you decide to turn your passion into a business, choose wisely and have a thick skin.

Local Examples

I have a couple of inspiring examples of my own, people I know in Washington who have turned their passion into businesses.

  • Jon Gann created the DC Shorts Film Festival, with a desire to put on a show. Now in its ninth year, it was named as “one of 25 festivals worth an entry fee” by Moviemaker Magazine. Jon created DC Shorts because he believed that filmmakers deserved to be treated better.
  • Everyone loves stories about ex-lawyers doing something other than law, like Philippa Hughes of the Pink Line Project, a local web site covering the arts.
  • Julianne Brienza has the occasionally impossible task of running the Capital Fringe Festival every year. This Montanan has successfully brought oddball theater to serious Washington.

Full disclosure: I’ve worked with all of these people and they’re all awesome.

Bonus

Artists are at war with themselves. Creating art is making something imperfect, that’s not going to match the perfect vision in your head. On Writer’s Block is an excellent little book on overcoming this hurdle as is Do The Work.

Reading this chapter, I was reminded of Do What You Love and The Money Will Follow. Sounds like flippant advice in these dour economic times but the book’s message is that what you’re passionate about, you will do better than anyone else.

A nice companion to this chapter would be The Art of Possibility. It’s a beautiful little book about envisioning your future.

The $100 Startup – Chapter Two: Give Them the Fish

fish tank

Some books deserve a closer read. One of these is The $100 Startup by Chris Guillebeau.

In the first chapter, Guillebeau set the stage, like a good novelist would. He brought out his main characters (unexpected entrepreneurs) and introduced his theme: building a microbusiness.

Now, in this second chapter, we get into the work of figuring out what kind of business is best for you.

But, first, a parable, one we’re all familiar with.

Give a man a fish and he’ll eat for a day. Teach a man to fish and he’ll eat for a lifetime.

Yes, but when you go out to eat you don’t want to catch, clean and cook your own fish. You just want the fish. Give the customer what they want, instead of what you think they need.

This point is illustrated by the story of the V6 Ranch, which looks like loads of fun. This dude ranch offers more than just horse rides, they give their stressed Californian guests the chance to “escape and be someone else.”

Across the country, Kelly Newsome brings serenity to uptight Washingtonians through her yoga practice. As an ex-lawyer, she understands the pressure of the rat race better than anyone.

These two businesses understand that value means helping people. It is not about a long list of features – horse rides, yoga classes – but instead the value of the business comes from benefits. A meal by campfire is a feature; the feeling of relaxation you get is a benefit. Customers want benefits not features.

Focus on benefits when considering ideas for your own $100 startup.

Guillebeau illustrates this further with an example from his own business. He developed a product called Travel Ninja, based upon his round-the-world adventures. It was a detailed explanation of how to earn frequent flyer miles and book your own travel. It flopped. Customers were overwhelmed by the complexities of the offer. They didn’t want to know how the airline mileage system worked; they just wanted to be told what to do to get the best deals. He refined his product and developed the Travel Hacking Cartel, a simple guide to rapidly earning frequent flyer miles.

Honing in on what people actually want is key. Customers didn’t want to learn the ins and outs of the airline biz, like Guillebeau had. Instead, they wanted to travel to the places of their dreams. People aren’t attracted by features (detailed knowledge of airline programs) they just want the benefit (a memorable week in Bali).

The chapter closes with the story of Brooke Snow, a lifestyle photographer in Utah. I know a lot of talented photographers. With everyone a photographer these days, it’s a brutal business but Snow has differentiated herself by teaching classes online. This “professor of meaningful creativity” teaches courses on technique and storytelling, all of which are sold out. She shares her trade secrets, overcoming the fear that she was training the competition.

In the words of Guillebeau:

When all else fails, ask how you can help people more.

Give people what they want. Give them the fish!

For More Information

Have the dream of being a wedding photographer? My friend Mary Kate McKenna offers a reality check.

Are there too many yoga studios?

Another way to look at features vs benefits is in the recent Mad Men episode on Jaguar. Rather than pitching features in their ad (leather seats, British engineering), the team comes up a persuasive line that is all benefits, “At last, something beautiful you can truly own.” It’s about the emotional experience of owning a Jaguar.

Next: Follow Your Passion… Maybe.

The $100 Startup – Chapter One: Unexpected Entrepreneurs

cookie and coffee at Black Sheep Coffee

Some books deserve a closer read. One of these is The $100 Startup by Chris Guillebeau.

I’ve been a fan of Chris for years, being an avid reader of his popular blog and his earlier book, The Art of Noncomformity. He writes about escaping from cubicle nation and leading the kind of life that you want – a heady dream in this time of chronic recession.

What makes him different from a hundred other authors selling this idea?

Practical – He is one of the best writers on the practical details of being a freelancer or running a small business. In his books and blogs, he writes about the sometimes painful aspects of running a business, from getting publicity to organizing a product launch.

Realistic – Chris does not promise to make you rich. His work is filled with examples of everyday folks who have managed to improve their lives. The $100 Startup includes stories of real businesses, with dollar figures attached to them. Some are impressive, but others are quite modest.

Honest – I distrust books which only talk about success. Chris is honest about what’s worked and not worked in his entrepreneurial journey. The $100 Startup contains stories of disaster, as well as triumph.

But enough about Chris. What does his book say?

Chapter One: Renaissance

This first chapter sets the stage. It begins with a sadly typical story – a veteran sales professional gets unexpectedly laid off. What happens next is like a quirky episode of Portlandia. This salesman goes into the bedding business, and pioneers the industry’s first-ever mattress delivery by bicycle.

This story (and related case studies) introduce the idea of micro-entrepreneurship, an idea which has been around for centuries. These are one-person businesses. And they can be setup for less than $100. (The $100 figure is a bit arbitrary. Some of the businesses discussed in the book cost more, some less, but the point is that you can set up a business no matter how little money you have.)

The best part of The $100 Startup is that it is grounded in real stories. These case studies come from Guillebeau’s study of “unconventional, accidental entrepreneurs.” His subjects were interviewed and required to submit financial data. For the book, he profiles a wide range of “microbusinesses” that are successful and low-cost.

They were also created by people who decided to follow their passion. But they did more than just that – they found the sweet spot between what they were interested in and what the market will pay for. These businesses build upon skills that people already have. This is illustrated by the wonderful example of Scott Adams. He took his modest art skills, sense of humor and business experience to create Dilbert.

The basics of business are very simple, according to Guillebeau:

  1. Product or service: what you sell.
  2. People willing to pay for it: your customers.
  3. A way to get paid: how you’ll exchange a product or service for money.

This, of course, is the hard part and where most business books falter. They say “you can change the world!” but skip over the bothersome details.  The rest of The $100 Startup will closely examine these three concepts, down to the dollar figures of other microbusinesses.

The chapter ends with a touch of the quaint – James Kirk (really?) leaving his IT job and crossing the country to start Jamestown Coffee in South Carolina. His quote makes a nice coda to the chapter:

There was one moment very early when I realized, this is what I want to do, and this is what I am going to do. And that was that. Decision made. I’ll figure the rest out.

This theme of action bias is a constant one in Chris’s writing, the idea that it’s better to take action today rather than defer your dreams endlessly.

Summary

In this first chapter, Chris has explained the idea of microbusiness, teasing the case studies of ordinary people that he’ll examine in greater detail in the rest of the book. These inspiring tales of doing what you love are grounded in the reality of finding something fun that people will actually pay for. And owning a quaint coffee shop is the perfect story to close with, since it personifies the American Dream, 2012 edition.

Check out the video trailer for the book for more inspiration and to see what a yarn entrepreneur looks like.

Next Up: Chapter Two – Give Them The Fish, or the surprisingly uncommon idea that business should meet the needs of consumers.

Don't Mess Up My Block – Free Thru Memorial Day!

Don’t Mess Up My Block is free through Memorial Day! Normally $2.99, I’ve marked the price of the Kindle edition of my funny novel down to zero. Download it today!

Even if you don’t have an Amazon e-reader, you can still read the book through the Kindle app on your Mac, PC, iPhone or iPad.

Don't Mess Up My Block book coverDon’t Mess Up My Block

The secret to success is to not let other people “mess up your block.”

Or at least that’s what Laurent Christ thinks, in this satiric novel disguised as a self-help book.

Laurent comes from North Dakota, like Jay Gatsby in The Great Gatsby. He thinks his teachers got it all wrong – Gatsby is a hero.

And like a modern-day Gatsby, he reinvents himself with a new name and history. Laurent drops a hundred pounds, shaves his head and goes on the road as a management consultant, providing advice to corporations around the county. Everywhere he goes, comic disaster follows as companies follow his glib counsel.

But failure is not going to stop him. One man and a story – that’s all you need to make it in America.

As a management expert, he’s inevitably drawn to Washington, DC. But even he is appalled by the intransigent bureaucracy he finds in the city. Maybe he’s been wrong about everything. Maybe you need more than a catchphrase to find success in this country.

Laurent tells the sprawling story of his life in Don’t Mess Up My Block, a novel that examines the American faith in gurus and easy solutions. It’s a satire that takes aim at the times we live in, skewering incompetent bureaucrats, greedy consultants, social media experts and Baby Boomers everywhere.

Don’t Mess Up My Block is a fast, funny read and one that’s perfect for your weekend beach trip. And it’s free!

Friday Photo: Occupeeps Edition

occupeepsA movement that promised revolution is now reduced to globs of sugar. There’s something truly American about that. We’re not Europe, with class-based parties flooding the streets in protest. We distrust mass movements and frequently respond to strident appeals with mockery.

The Occupy movement made for good theater, but little more. That they find their end in Peep form is about right.

The Occupeeps are part of a whole series of Peeps dioramas on the ninth floor of Artomatic. Check ’em out!

New Article: Ten Tips for Your Artomatic Visit

Artomatic is back! Billed as DC’s biggest creative event, it’s a whole building filled with art in Crystal City. With more than a thousand artists exhibiting, plus music, dance, film and bars, the experience can be overwhelming.

With an event this big, you need a plan. And comfortable shoes. Here are my ten tips for enjoying your Artomatic visit.

The Getaway Car: Practical Writing Advice from Ann Patchett

A work in progress

UPDATE: The Getaway Car is no longer on Amazon! If it returns, I will update this page.

Ann Patchett provides practical advice on writing in The Getaway Car: A Practical Memoir About Writing and Life.

I’ve written four books, numerous short stories and several screenplays. The questions I get most about writing are the practical ones. What do you write with? Where do you write? How do you find time to write?

Answers to these questions are supplied by novelist Ann Patchett in The Getaway Car: A Practical Memoir About Writing and Life. It’s like a FAQ for aspiring writers.

Writing is a Habit

Do you need to get an MFA in Creative Writing? Not if it means going into debt, according the prudent Patchett.

Should you turn your desk away from the window, to avoid distractions? “Desk positioning does not a real writer make,” according to the author.

Are you really a writer? Spend one hour a day for thirty days writing to find out. Sit down and do the work. You’ll be amazed at how much you can accomplish.

She also believes that writer’s block is a myth. If you were stumped by a complicated math problem, do you have math block? No, you’re still working on the problem, even if you have no evident progress.

Writing is Craft

Patchett also punctures the idea that “everyone has a great novel in them.” Would you say that everyone has a five-minute mile in them? Writing is a craft that must be learned.

Her description of plot is the best I’ve ever read:

The plot of a novel should be like walking down a busy city street: First there are all the other people around you, the dog walkers and the skateboarders, the couples fighting, the construction guys swearing and shouting, the pretty girl on teetering heels who causes those construction guys to turn around for a split second of silence. There are drivers hitting the brakes, diving birds slicing between buildings, and the suddenly ominous clouds banking to the west. All manner of action and movement is rushing towards you and away. But that isn’t enough. You should also have the storefronts at street level and the twenty stories of apartments full of people and their babies and their dreams. Below the street, there should be infrastructure: water, sewer, electricity. Maybe there’s a subway down there as well, and it’s full of people.

This rang true with me. A novel can’t be just about one thing. All your characters, even the most minor ones, are heading somewhere, pursuing their own destinies. They exist in a dynamic world and, if it’s a good novel, are worthy of stories of their own.

The Getaway Car: A Practical Memoir About Writing and Life is a Kindle Single. It’s a slim volume but at $2.99 is a bargain for anyone seeking answers on the craft of writing and the realities of the writing life.

Free Yourself from the Tyranny of Sharepoint

Sharepoint is a plague upon the American workforce. This ubiquitous piece of collaboration software has taught millions of people that Intranets are destined to be places where you can’t find anything.

It doesn’t have to be this way, despite what Microsoft may have you believe. There are alternatives to Sharepoint that actually work in ways that ordinary humans can understand.

One of these alternatives is WordPress. You can set up your own Intranet using WordPress with a minimum of technical knowhow.

It’s certainly better than learning the maddening intricacies of Sharepoint, as developer Ben Balter discovered. Given the dreaded task of updating the Sharepoint site, he instead decided to spend three hours to see if he could come up with an alternative.

The result was WP Document Revisions. This is a WordPress plugin that allows teams of any size to collaboratively edit files and manage their workflow. In other words, the core of what you probably would use Sharepoint for if it was actually usable.

Ben wasn’t done. He’s since gone on to craft additional plugins, as he described in WordPress as a Collaboration Tool, a talk he gave at the monthly WordPress DC meetup. The tools he created essentially improve upon all the functions of Sharepoint, but in WordPress, so you don’t need expensive licenses or pricey database experts to keep the whole thing from crashing.

By using WordPress, you turn “add this information to the Intranet” from a frustrating task into something as simple as blogging. And just think how good your Intranet could be if people actually wanted to contribute to it.

Improving internal communication does more than just lead to happier employees. It contributes to the bottom line by saving the time of staff. Do you want people spending hours trying to figure where their document disappeared to on Sharepoint or do you want them to do, well, something productive?

Most of us, however, have no control over what software we use at work. I asked Ben what to do in this case. He replied with the truism that it’s better to ask for forgiveness than permission. He also demonstrated what WordPress could do and developed internal support for it. When presented with a credible alternative, rational decision-makers will make the right choice, if they can.

There’s a lot of caveats in that last sentence. I know. Big organizations choose big software for reasons that defy reason.

But life’s too short to use bad software. Investigate the alternatives. Anticipate objections. Present your case. Just something is ubiquitous doesn’t meant it’s right or destined to last forever. The way we work is changing, and software should change with it.

Update: I cross-posted this to GovLoop, which prompted a great deal of discussion from govvies.

Alpha Wins AU Visions Short Screenplay Contest

I was fortunate to be a judge for the short screenplay category of the American University Visions 2012 competition. As an AU grad and screenwriter, I was glad to help.

In past years, my fellow judges and I agonized over the decision-making process. This year, it was easy. We all agreed on one script.

That screenplay was Alpha by Christina Pamies. She wrote a thought-provoking science fiction script about alternate dimensions. In her story, people have found a way to travel from the “alpha” and “beta” worlds, encountering different and less perfect versions of themselves. Alternate Services is responsible for returning these “rogues” to their own dimension.

Alpha by Christine Pamies

It’s hard to write a sci-fi story that you haven’t seen a hundred times before. Alpha kept my interest, especially as I realized that our world was the “beta” reality. Pamies did a great job at making this concept seem plausible and tragic.

One of the other judges described the script as “emotionally mature” which was an apt description. While the scenario was sci-fi, characters grappled with outlandish problems of identity and reality like actual people would. In other words, it’s believable, the most important test for science fiction.

See the rest of the winners of Visions 2012.

Also of note is Pretty All the Time by Annie Coburn, which won for Outstanding Narrative Production. This is a great script too – it won the 2009 DC Shorts Screenplay Competition – and now has begun its life as a short film on the festival circuit.