Forget New Year's Resolutions

New Year's Resolutions are so last year!

This article from Venture Village is well worth reading. It will put your ideas of success and failure into perspective. (go with the weird fish analogy, it'll make sense)

Click to read this....



And it got me thinking. In Europe 2009, I was a stay-at-home mother and part-time artist. If a gypsy had foretold my life in 2012, I would have been impressed and slightly disbelieving:

• running a bona-fide art and fabric design business in Australia.
• created an online design-your-own chair website
• featured in Vogue Living, Home Beautiful, House & Garden and other major press.
• successfully grasping and utilising social media to cross-channel market My Bespoke Chair.

So this NYE I will sit back with a glass of bubbly and savour my achievements. Then I shall get back to self-flagellation, a huge To Do List and high expectations.

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Love is...Facebook?

Facebook - we can't seem to live without it. It's a love/hate thing.

I'm hooked. I can't go a day without a fix, spending hours trying to visually map this vast on-line community. And no, I'm not just stalking people, posting pictures of fancy dress parties or letting you know about my latest blog post....

I've been spending my marketing dollars on various Facebook ads to build awareness of My Bespoke Chair and to create an online community. The page I set up for My Bespoke Chair has grown hugely since I launched on Nov 1st. And so far, I'm fairly happy with the results, gaining an average of 87 Likes per week.

It's a case of trail and error. Testing which types of ads get the biggest bang for my buck:
Wide audience v. a tightly targeted audience. Ads for page Likes v. ads driving traffic directly to the website. Ads with offers v. ads with information. Clicks v. Impressions {still baffled a bit about this one...}

But, these have worked well for My Bespoke Chair:

• Ads for page Likes, both wide and targeted audience. {the concept seems to have wide appeal}
• Ads for Free Delivery which links to the website.
• $5/$10 Promoted posts to fans and their friends.
• Impressions come out with more actions than Clicks {again, not sure if this is a good thing}

My biggest marketing expense to date has been engaging a Social Media Strategist to give the business a "health check" and strategic overview. Although I have basic social media experience, it was a good exercise in learning solid, proven methods in social media marketing and converting engagement into sales. Working alone, I also appreciated cold, hard facts and advice. Friends and family tend to praise pretty much everything! {though, please keep it coming; it's like a glowing hug}

Some points from my social media health check:

• The unique nature of product and customer experience makes social media an obvious channel to capitalise on.
• Spend $100 per week on Facebook marketing.
• 80-100 new Likes per week is good growth.
• Focus on Facebook marketing for first 1-3 months - fast, broad market penetration.
• Stick to Australian market for 1-6 months before launching on a global platform.
• Utilise Pinterest as a secondary channel to share merchandise and brand image.
• Develop brand personality with individual personality {me} to appeal to target market.
• Focus on reaching out to key social influencers to capitalise on shared audience. {bloggers, vloggers, brand ambassadors}
• Cross-promote social channels to grow communities and engagement.

So see you all on Facebook....let's face it, we're addicted. 

P.S But Zuckerberg had better watch out - we getting fed up with only a % of Likers seeing our page posts. But that's a blog for another time.

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"Extra, Extra - Read All About It"

We've been up and running for just a week and already we've gained excellent media coverage. Well worth a read. Next week we will be covered by The Sunday Times, WA.


The Interiors Addict - Top 20 blogger discovering My Bespoke Chair

Dynamic Business - interview with Emma from My Bespoke Chair

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We Have Lift Off....

We did it, launched on time and (nearly) on budget!

Thanks to everyone who came to have a few celebratory drinks and play around on the brilliant new design tool (if I can't blow my own trumpet, what's the point?) We had a few ipad stands around and a Mac for some serious designing action.

Some comments from last night:
"Wow, look how good a designer I am."
"That's a fast site."
"So addictive."
"Those are good prices."
"Can I have another glass of wine?"

After drinks at the Bespoke Art shop, a few of us pushed on for pizza and more red wine...

So all you guys need to do now is Like us on our Facebook page. The more the merrier. You'll get interior design tips, news and views plus competitions and special offers.

https://www.facebook.com/mybespokechair

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I'm Having A Baby!

....well, not really. Not in the tiny-human-in-my-belly way. But I am waiting for the launch of the website, which is nearing the end of its beta testing. My Bespoke Chair is my baby in every other way; from its conception back in February I have been dedicated to its growth and development. There's been excitement, worry, sleepless nights, painful decisions, anxiety but also that feeling that you're doing something really worthwhile for the future.

With a week left until launch day, I'm at that impatient stage; the time cannot go fast enough. I'm bored of planning, waiting and speculating. I want to get stuck in. A mix of trepidation and unbridled excitement. I can't wait to show her off to you all - and yet, I'm concerned you won't like her, or get her, or want to play with her.

Comparing a chair design online with the real thing.....

But I have a funny feeling you'll be delighted.....and the statistical signs are that we are ready for a new way to buy furniture.

I read an article today in the Australian Financial Review about the surprise hit in online retail; furniture sales. Consumers are becoming more comfortable "buying before trying", and online furniture sales are set to rise nearly 16% this financial year.  They have already grown 12.1% in the past five years, so the signs are positive.

Fashion and shoes have been the traditional Stars of the e-commerce world. For the past 15 years, online fashion has set the standard. Competitive pricing, generous returns policies and the throw-away nature of fashion mean that we feel confident spending on-line. (And online payment security has improved too) Furniture retailers have been slower and less innovative - lumbering giants by comparison. But pure, online furniture retailers are more nimble than their traditional, bricks-and-mortar counterparts, even those scrambling to set up a web presence.

What does this mean for My Bespoke Chair?

1) We are innovators and we are the first.
2) We are capturing the zeitgeist of social media, online shopping and mobile, smart technologies.
3) We can benefit from established consumer confidence in buying big ticket items online.
4) We can offer quality, service and pricing impossible in mass-market chain stores or upmarket furniture stores.

Our next post will be once My Bespoke Chair makes its safe arrival into the online world......and then the hard work really begins! I hope you'll be a part of our community and join our adventurous journey.

If you want to receive FREE design advice, special offers and news from me at My Bespoke Chair, SIGN UP here

Sneak Peak

"The curtain is yet to swish and the door is yet to be flung open, but I simply can't keep these beauties to myself...."

To give customers a real feel of the product they will be designing, I have created a collection of sample chairs. And treated them to a magazine-style shoot.

These photos will be used for the site's gallery, media kits and social media such as Facebook and Pinterest. With the magnifying roll-over feature, customers will really get a feel for the quality and finish of the chairs. Buying a high-ticket item over the internet, such as bespoke furniture, requires trust and assurance that your money buys design, quality and finish equal or beyond that of a high-street store.

www.mybespokechair.com

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Scream If You Wanna Go Faster!

I read this recently, posted by Micheal Fox, Shoes of Prey CEO:
http://www.22michaels.com/2012/09/the-startup-rollercoaster.html

And it got me thinking.....

If running a start-up feels like a roller-coaster, I am at that point where it pauses after a loop-the-loop. It gives you a moment to breathe and feel anxious about what's next. Then it hurtles away again, continuing the crazy ride. I'm pausing because I'm waiting for stuff to arrive (sample chairs, beta site, marketing materials etc)  And I'm not very good at waiting.

It also feels like shouting in a closed room; no-one can hear you.  Or dancing behind a curtain; no-one can see you.

Since February I've been working, scheming, planning to bring the world its first interactive, design-your-own-chair shopping experience. And no-one can hear or see any of it. It can be a lonely experience.

Very soon, I can open the door, drop the curtain and let the world hear and see everything. Thursday November 1st is when I host the launch party for My Bespoke Chair. Followed by one-on-ones with the media.

Until then, I'll be marketing, arranging PR, setting up photography shoots for the sample chairs, tweaking supply, delivery and payment chains, testing the beta site, planning the launch party.... hoping I don't die from the ride.

If you want to receive FREE design advice, special offers and news from me at My Bespoke Chair, SIGN UP here

www.mybespokechair.com
www.22michaels.com

Money, money, money

My thoughts have turned to money; moolah, dough, readies, ka-ching-ching....

I have been in business for well over a year now with Bespoke Art, and My Bespoke Chair's launch is looming. My plans for My Bespoke Chair will require some future funding and I have been investigating my options:

1) Work really hard and hope I win the Lottery.

2) Work really hard and reinvest profits to organically fund growth.

3) Work really hard and build a business model which will attract investors.

My 18 month aim for My Bespoke Chair is to build an attractive business for investors. I will need funds to employ and expand, and the right investors will bring their own talents and knowledge to the table.

How am I moving this forward?

• Educating myself on e-commerce, start-ups, technology, social media and most recently, fund raising. Having a great product and a passionate vision are No1, but a viable business needs to be supported by a decent model. At the very least, a business needs clear strategies and aims. 

• Following great websites and blogs. My favourite is Venture Beat. I never thought I'd be so excited about business, entrepreneurship, tech start-ups, venture capital funds, funding rounds - but my RSS feed each morning is what I get out of bed for (that and checking Facebook!) Stories from Silicon Valley, business incubators and venture capitalists are fascinating...anyone heard of AirBnB? I also read 22Michaels, the business blog for Michael Fox, Shoes of Prey CEO.

• Going to lots of evening seminars and Meet-Ups. The information I get from listening to industry leaders speak, often in informal pub settings, is invaluable. The vibe I get from these events is infectious and I come away totally focused.

This week I went to a talk on 'Series A' Funding Rounds - how to pitch to investors for a $1-3m investment. Seed-funding is the very first amount of money you need when starting a business, and then 'Series A' and upwards.  Michael Fox, Shoes of Prey CEO, was a guest speaker bursting with insights. They started in a very similar fashion to My Bespoke Chair, self-funded, in 2009 and have just closed a successful 'Series A'. Hamish Hawthorn from ATP- Innovations spoke from an investor's/business angel's point of view.

But for now My Bespoke Chair is self-funded. A few years ago in Europe before moving to Australia, we bought a rather dowdy, scruffy house and renovated it beautifully. That was when property was still a good investment - we timed it well....but now, with rocky property markets and global market uncertainty my best investment is myself.

If you want to receive FREE design advice, special offers and news from me at My Bespoke Chair, SIGN UP here


www.venturebeat.com
www.22michaels.com
www.shoesofprey.com
www.atp-innovations.com.au
www.meetup.com
www.airbnb.com

Excited & In Love

I am tripping on adrenaline and delight at the moment; my sample fabrics have arrived from the printers in Portugal. (see image)

My heart was in my mouth as I unravelled the roll, praying they matched my high expectations. The idea of going back to the drawing board or rethinking my printing options would probably kill me. My Bespoke Chair has a tight budget and schedule to launch date; I have to avoid dead-ends or expensive mistakes.

To reach the launch date successfully, I have to make the supply and execution chains water-tight. The supply chain is the back-end which I'm setting up now; reliable fabric printers, quality chair-frame suppliers, expert uphlosterers. The execution chain will be the most critical for our customers; click "buy", a clear order sent to workshop, ready stock, timely execution and delivery to customer.

Supply Chain

• Reliable printers - tick (Portugal - I am in the process of sampling with a Thai printer too)
• Quality chair-frame suppliers - tick ( though yet to be tested on delivery promise)
• Expert upholsterers - tick

Execution Chain

• Customer clicks "buy" - tick (web developers building a beautiful and functional site)
• Order to workshop - X ( still need to develop a clear way to show the customer's unique design. We cannot get details and dreams wrong!)
• Ready stock - tick (workshop will hold rolling stock of each chair-frame and fabric)
• Timely execution - tick (workshop has proven history of swift turn-arounds)
• Delivery - X (still need to sign up officially with the delivery company)

But I can go into the weekend safe in the knowledge that my fabric printing is in great hands. The samples are exquisite. I am in love!

P.S I won another client for Bespoke Art today; a collection of funky, Brit-inspired art for a Sydney hair salon. Today is a great day - a high to remember during the inevitable lows of running a start-up.

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My Crazy To-Do Lists

I have three To-Do lists; Bespoke Art, My Bespoke Chair and my family. Working for someone else in an established company also involves long lists, but these are generated by job description, boss' demands etc etc. And generally it is not your money or dreams on the line. My work exposes my soul, which is quite unnerving. I have so much invested emotionally and financially, that I need to find ways to be organised and efficient whilst keeping my sanity.

Every Monday morning I go to my double Spin class. I use that time to think and plan the week ahead. It is a non-negotiable part of my life. They are vital to my balance and focus, allowing me to set my goals for the coming 7 days. And review the past 7 days. The harder I push myself to improve on the bike, the better my week will be. Positive mental attitude or just plain nutty? The endorphin rush feels great, either way!

I find setting goals more motivating than writing To-Do lists, but to achieve goals you need lists.

My goals this week revolved around fabric design and printing. I wasn't happy with the repeat pattern and background colour of my Vintage Britain design, so I worked on it with my graphics assistant. Although all my designs are originally hand-painted, I need Photoshop and Illustrator packages to get them ready for production.

I also finalised the samples with my Portuguese printers. After much research and a few dead-ends, I have found a printing company that produce great quality printed cotton at a reasonable price.

Short of employing a full-time, local Production Assistant, it is an advantage to have someone "on the ground" when manufacturing abroad. My mother-in-law, who lives in Portugal, is highly organised and a native Portuguese speaker, so she will be able to troubleshoot on my behalf. Though so far there has been no need. The Portuguese are well-known for their perfect English and high standards of craftsmanship. My friend is a very talented, ex Mulberry/Jimmy Choo, bag designer and produces her collection in Portugal - stunning quality and attention to detail. www.janegoodchild.com

I am learning to write very concise and precise emails, detailing what I want, how and by when. It is something I learnt from Tim Ferris' "The 4 Hour Work Week." I am also learning how to say "No" - the sooner you say it, the less time you waste.

With the launch of My Bespoke Chair set for November, I am ticking off my To-Do lists as fast as I am writing them.

Goals for August and September:
Production and delivery of 8 rolls of my printed fabrics and 10 plain-coloured fabrics.
Delivery of chairs in all the frame choices from importers.

Goals for September and October
Testing stage - designing chairs on-line and their manufacturing. Ironing out back-end glitches.
Photography of demonstration chairs for website Gallery
Start marketing campaign.

Goals for November
Marketing campaign continues
Launching

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Shoes v MacBook Pro

Anyone who has read Tim Ferris' "The 4 Hour Work Week" will know the principle of working remotely, earning while exploring.

Over the past month I have been travelling around Europe, mixing business with leisure. With my i-phone, a small laptop, Dropbox, and other applications, I assumed it would be so easy to keep working seamlessly.

 I was wrong. Firstly, being away is hugely distracting; urgent emails or failing downloads seemed less important when the family was off to the beach or someone handed me a G&T.

Secondly, no matter how much technology I had, wifi was sketchy, huge downloads didn't like my  i-phone, time-zones delayed decisions, I forgot passwords to access various sites etc etc. In hind sight, I should have taken my large MacBook Pro, which has everything I need to run my business. Instead, I thought it would be too heavy and packed more shoes in its place.

But, I managed to keep things running; before I left I outsourced a few vital jobs and made progress with printed fabric sampling in Portugal, where craftsmanship is very high. I am moving printing production out of Australia due to high costs. I tried very hard to support the local economy but the bottom line really speaks loudly. The upholstery of the bespoke chairs will remain in Sydney though I shall be looking to add workshops in Europe and North America once we expand and sell internationally.

The building of the My Bespoke Chair website and e-designer has come on leaps and bounds in my absence - though I suspect my web developers are glad I'm back at my desk in Sydney. Our face-to-face meeting tomorrow will achieve more in one hour than 20 emails ever could!

So now I am back in my office and studio. Happy to be physically present in my business. The 'To Do' list is large but satisfying; I embraced my MacBook Pro like a long-lost friend. Never again will I sacrifice connectivity for shoes.


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Do or Die.

The world is full of mass production but I see a future full of mass customisation. The web is a great tool for getting a tailor-made product to a customer. With technology they can "design" what they want on the screen, play around with various options, see it develop in real-time and via a click of the mouse, buy it.

Good design should be for everyone. Since Renaissance times, patrons have commissioned site-specific art, architecture and design to reflect their style and ambitions. Today's design-savvy customer is no different. And 'bespoke' is a buzz word these days...we all want to stand out from the crowd and show our personality through what we buy and do.

I started as an art studio in Geneva, designing and painting art for residential and hospitality interiors. In 2010, I opened Bespoke Art in Sydney and experimented with offering customers limited-edition printed fabrics, taken from the art they commissioned. It was a real winner and now I upholster chairs in my fabrics according to the customer's whim and want!

The obvious next step was to streamline this service and create a fun e-shopping experience. My Bespoke Chair is an on-line design studio where the customer is the designer. Choose a chair style, scroll through the fabrics choices, play around with different combinations and see it come to life in front of your eyes. All the fabrics are designed in-house and aren't sold anywhere else, which adds to the unique experience and product on offer.

You can even share your design with friends on facebook, twitter and pinterest - or save your design for later. I really think it's the new way to go shopping with the girls!

My Bespoke Chair is in the building stage, using a Sydney based web developers Hopping Mad. The back-end organisation to a site like this is huge and really takes us all down the tech and e-commerce path less trodden. We are aiming for an October 2012 launch - allowing for site testing, getting the on- and off- line marketing and PR set up, engaging a fabric printer, chair supplier, upholstery workshop and delivery partners. We're getting there - so far it's all going to plan.

Whilst setting up My Bespoke Chair, the parent business Bespoke Art, is going strong. I have new clients and projects coming in with enough regularity to help fund My Bespoke Chair. The site for Bespoke Art is being redesigned making it more stylish, informative and relevant. It's a contents only site, serving as a brochure and research tool for prospective clients.

I am keeping my little shop where customers can come in and browse or make an appointment. This mix of a shop plus e-commerce really embraces the way forward for retail; "Clicks and Mortar." I think that if a product or service can be sold through both channels, then the health of the retail sector is assured.

If you want to receive FREE design advice, special offers and news from me at My Bespoke Chair, SIGN UP here

First Time!

Welcome to my first blog! Two years ago my husband and I made the scary but liberating move half-way around the world, leaving everything behind and starting again from absolute scratch.

I had spent the last 12 years living in Switzerland living the ex-pat life. But our move to Australia was necessary to re-energise and take control of our lives once more.

Life before September 2008 was pretty idyllic; great job, great home, great friends and great prospects. Then the whole world collapsed with Lehman Brothers and the Global Financial Crisis started; and we began asking "What do we REALLY want from life?"

Four years later, we're getting there.

I started Bespoke Art in 2010 which is growing steadily. And now I'm expanding with My Bespoke Chair

And today I start writing about it all. I want to document how hard and how easy it is to "feel the fear and do it anyway." I may succeed or I may fail, but it's better than never knowing.


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