Business Books & Resources I Love

It's funny - I know many people think that running an online business is a simple affair. Create a product or service, design the site, get someone to do the techy stuff, plan a launch day and switch the site on. After the initial fanfare, watch the orders roll in, field endless media calls and try to keep everything up-to-date. Heck, and working from home....easy life!

Sit back and relax - it's an online business!

Umm...no.

The day you switch your site to "live" is the day your education begins. Here is a list of some things you will need to become an expert in:

• Search Engine Optimisation (SEO)
• Website optimisation
• Social media marketing
• Email marketing
• Content creation (written, graphic, audio and video)
• Analytics
• Sales funnels
• Selling
• Customer service
• Manufacturing/product or service creation
• Supply chains
• Market conditions
• PR
• Networking
• Time and stress management
• ......and the list goes on.

Recently I've been talking to other people about where they find their most useful information; books, webinar series, online resources etc.

So here's my personal Top Ten Business Books and Resources

1. The Purple Cow by Seth Godin - how to create a unique product or service
2. 22 Michaels - business blog of Michael Fox, co-founder of Shoes of Prey. Start in 2009 and work up. Fascinating.
3. Marie Forleo's free videos and B School - her kick ass online business course. 
4. Better, Stronger, Faster by Brad Rosser - Simple, actionable methods to launch, build and exit.
5. To Sell is Human by Daniel H. Pink - the art and science of selling, debunking a few myths!
6. Email Marketing Blueprint by Steve Scott - how to create email relationships than convert.
7. Derek Halpern's Social Triggers website, videos and emails - marketing guru (shouts alot!)
8. Australian Businesswomen's Network - excellent webinars and interviews. 
9. Quicksprout - Neil Patel's blog. From SEO, website optimisation, data analysis and beyond, he's succeeded. Great articles and How Tos.
10. The 4 Hour Work Week by Tim Ferris - slightly obvious choice but it holds some great ideas and gives you permission to be a bit nuts.

Naturally, this list could go on....I discover so many wonderful, inspiring and informative people , books and resources on a regular basis. But, whether you are currently in business or thinking about it, this Top Ten will set you up nicely. Make it happen!

If there is another book, blog or resource you think I'd love, or influenced you positively, tell me in the comments box below.

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Pitch Perfect Pricing

Pricing your product or service is always tough. I have struggled with this all my professional life. When I started exhibiting my work back in 1998 in Switzerland and London, I often asked Fran, my husband, to price my paintings and drawings. I found it embarrassing to put a financial value on what was an extension of my soul.

I was torn - half of me delighted in earning money. The other half was ecstatic when someone else loved and wanted to own what I had spent time and passion creating. I could have given it away for free; I had found a kindred spirit.

In many ways, I still feel like that. When a client buys a chair or I deliver a painting they commissioned from me, I have butterflies in my stomach. And the soaring feeling of joy when I see my client's delight is hugely addictive. I truly live for those moments.

New - pastel chair frames with our Cupcakes and Chandelier fabrics

But I've become more business minded and now have things called profit margins and costings sheets!

As you know, I read and learn every day. I follow the blogs of business leaders I admire. I subscribe to their newsletters, go to their seminars and have taken an online business course. Pricing your value is a hot topic. And there are differing points of view.

"You deserve to charge what ever you want."
"Don't court bargain shoppers - they're not loyal."
"Price yourself high to get quality customers."
"Undercut your competition."
"Be aggressive in your pricing strategy."

My attitude to pricing is "The perfect chair at the perfect price for the perfect client."

Recently I have been revisiting my competition. There aren't many custom chair e-tailers but there are plenty of people selling chairs. I have always offered handcrafted, custom chairs at high-street showroom prices. Many chairs sold in mid-to-high end showrooms and online, are made in China, manufactured in the 1000s, bought in bulk and sold relatively cheaply. Some are still quite expensive because you're paying for the brand, despite being mass produced.

This week I lowered the prices on all chairs. Why and how?

I know my clients appreciate unique home-wares and furniture at great prices. What's more unique than a chair you had a hand in designing. Made specifically for you. But traditionally anything bespoke or customised has come with a hefty price tag. Luckily, technology and the internet have created a space for bespoke products at normal prices.

To do this, I had to negotiate with all my suppliers; they understand my vision of creating beautiful, bespoke chairs at comfortable prices. More sales for My Bespoke Chair = more business for them. And the savings I created with my suppliers are now passed onto my clients. It's a win-win-win situation.

Some people may criticise my decision, saying that I'm devaluing my brand or not taking out as much profit as I can. But I don't see it that way. I'm not taking anything away from my brand, or reducing my profits; I'm actually adding value to my client's purchase. The same Aussie craftsmen, the same chairs, the same fabrics, the same gorgeousness...just at a better price.

Free design service + free delivery + 100% returns + lower prices = pitch perfect pricing!


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