Why I love Mondays

Yes, I really do!

Mondays = the start of a freshly laundered week; crisp and clean; full of hope and promise.

Mondays say "Yoo-hoo, I'm here. Let's create some more loveliness. Let's get stuff planned. Let's start getting it done. Isn't this exciting?!"

Tuesdays say "Ok, Monday, you did a good job. Nice set-up for me. I'll take it from here."

Wednesdays say "Right, we've got some half-finished stuff here. Let's take it up a notch and make the ride to the weekend smooth."

Thursdays say "Last day of full action. People are still working strong. We need to get these projects finished. Hustle, hustle before slow Friday saunters in."

Friday says "I'll put you in a great mood if you've worked hard this week. If not, I'll leave you feeling frustrated."

What I've noticed about other small business owners, entrepreneurs and work-a-holics*, is that we don't see our weeks or days as chopped up into regular chunks. It's 24/7. No clocking in or clocking off. We feel frustration when we can't get something done or speak to someone simply because it's weekend.

In our minds, Monday is no different from Saturday; though that doesn't mean we don't take downtime. I make pancakes for the family on Saturday mornings, which is a tradition now. And I'll enjoy a lie-in. Plus, the kids are home, so we'll go out together or have friends over. But in my head, all days are created equal. If something needs doing, I won't wait for the traditional working week to start.

Sometimes we feel very envious of people with regular hours and regular pay checks. But doing what we do is in our DNA. If I stopped My Bespoke Chair tomorrow, what would I do? I'd probably be doing something like painting, designing, surfing the web and trying to make money from my love of interior design....hmm, sounds very similar to My Bespoke Chair to me...!!

So here we are - Monday again. Enjoy! Grab the day with both hands - it's the best day of the week. This week is YOUR week, and it's only just begun.


* I'm not one!

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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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Rockstars, Angels and Me

There comes a time in every business when you have your very own "Donald Rumsfeld" moment.

"....there are things we know that we don't know. But there are also unknown unknowns - things we don't know we don't know."

But now I have a secret weapon, my very own mentor; a business rockstar.

A mentor can help you see the wood for the trees, can offer objective opinions and lead you to 'light bulb moments.' They understand your vision, can help fast-track growth and steer you clear of pit-falls. They've been there, done that and got the t-shirt.

Who is my mentor? How did I find him? How does it work? What can we both expect from the mentoring process?

Brad Rosser is a true business rockstar - the brains behind the brains at Virgin; Richard Branson's right hand man. After Virgin, he joined Unilever before setting up his own "angel" and management business, The BSF Group (short for Better, Stronger, Faster)

I didn't actively seek out Brad. We were introduced via a charter member at Sydney TiE; the mentoring and entrepreneur association I joined some months ago. I have been attending their evening seminars and sat in on a pitching contest they held at PWC. (Read my blog post on it here)

This is absolutely a result of my constant meeting with people for coffees (even though I only drink tea), going to events, meet-ups, seminars and always talking about My Bespoke Chair. You never know who you may meet and who will resonate with your story. I believe that people matter - read my blog post on this here - and connecting at every opportunity is vital.

Brad and I met properly today at The Westin; we had previously met briefly at a talk he gave last week. I signed up months ago for his Launch & Grow Smart event, and totally co-incidentally our mentoring introduction was made the same week.

As his mentee, I will be able run ideas past him, bring questions and queries to the table. We will meet regularly and informally discuss the direction of My Bespoke Chair.

I am pinching myself. Is it unprofessional to dance a little jig of joy?!

The path will still be long and winding, and there is no magic bullet for success; I have always been willing to put the hard yards in. But mentors are key to so many businesses in their infancy. And to have Brad on my team is pure gold.

 I am certain that our working relationship will be as rewarding as it will be enjoyable. Today was a great start!



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Instant Love Instagram

Be still, my beating heart...

Last week I fell in love with Instagram. Finally.

Many people: "Emma, with your pretty chairs and everything, you really should be on Instagram."

Me: "But I don't have time. Besides, I'm loyal to Facebook, Pinterest and Twitter."

Many people: "Stop making excuses. It's a match made in heaven."

As with much of social media, when you're new to it, you wonder how on earth it works and how on earth is anyone going to find you, let alone follow you. And is it really worth it? But we all know that you just have to begin. Don't question why. Build it and they will come.

As an Instagram newbie, I thought I'd choose a gentle way to ease myself into the community; through a competition ran by Jen from Interiors Addict. 7 Vignettes is a photo-sharing competition with a different topic each day, for one week. You create an attractive still-life (vignette) that relates to the day's topic and post it on Instagram using #7vignettes. That way everyone can see what everyone is posting for the competition.

Simple. And in a space of a week, My Bespoke Chair gained 52 followers and over 314 likes. Plus I've 'met' many fellow Instagramers through the comments.

Here are my entries for 7 Vignettes:

Bedside

Elegant 

Emotional 

Handmade

Tea

Monochrome

Window

But..so what?  What are the benefits of being on Instagram for a business?

• Showcase your products, campaigns, services in a creative manner; we all like nice photos.
• Connect with customers and prospects directly. Everyone can comment and share.
• Share your company's latest updates.
• Offer a fascinating behind-the-scenes, off-topic glimpse of your company.
• Use the # to find a wide audience.
• Use the @ to directly contact specific people.
• Share your photos instantly on other social platforms. 
• It's the fun side of business!

I'm probably preaching to the choir in this blog post - but when you first fall in love, you just need to shout it from the roof tops!

Join me on Instagram - it's so much fun and we can hang out together through our photos!


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My Top 5 List of Stuff

I have started this blog post many times, only to abandon one topic for another. Brain chaos!

I think, "Ooh, yes, a blog post on Google Analytics - good for understanding site traffic data."

Then I think, "But no, explaining what an Elevator Pitch is might be more useful."

And then I remember my excitement at the record number of people who signed up for my newsletter today.

Plus, I received a really lovely email that I wanted to share with you. Not forgetting how I smashed it up at the gym this morning too - the endorphin rush was magical.

Focus. This is what I am lacking today. Generally I am very good at focusing. I have a plan. Tasks lined up to get me from A to B and onwards to Z.

So, I will harness the chaos and turn it into order. Here are my micro-blog posts:

1. Google Analytics
Numbers and I do not get on. I'm a words and pictures girl. But understanding the traffic flow to your site is crucial. You've got to know what's going on 'under the hood'. So here's some key points for My Bespoke Chair:

75% of visitors are new, 25% returning
Visitor Location - Australia 80.85%, UK 5.39%, USA 4.92%
Sales Location - Australia 100%
Traffic Sources - Direct 44.9%, Search 25.4%, Referral 29.7%
Homepage Bounce Rate - 31.5% (industry average is 20-40%, so we're doing OK)
Average pages per visit - 3.62
Best referral sites - Pinterest (averaging 8:36 minutes on site) Facebook (46.53% of all referral visitors)
Ranking on Google for 'chairs' - 3rd (behind Ikea, Ebay)
Ranking on Google for 'custom chairs' - 1st and 2nd

 Conclusions - as a school report card, it says "Good effort, some nice results but could do better."
   
2. Elevator Pitches
Imagine you have 1 minute to tell someone what you do. What do you say? How can you possibly convey your passion, knowledge and the complexities of your business in just 60 seconds?

This is called the Elevator Pitch - simulating the short time alone with someone in a lift before they reach their floor. The door opens half way through your fascinating, long-winded explanation and Ciao, they're gone. Opportunity missed.

You will need an Elevator Pitch when speaking to a) potential investors b) potential customers c) key influencers

My elevator pitch:
Design your perfect chair online. At My Bespoke Chair the customer is the designer. We are part of a growing, global retail trend called Mass Customisation or Co-Designing. Using our intuitive and simple design tool, you can choose the chair style, wood finish, trim and fabric combinations. Spin your design 360 degrees and view it from 8 angles. You design it - we create it and deliver it to your door. Feel the joy of designing something yourself. We want you to say "I designed this."

3. The Importance and Joy of Newsletters
Growing your online business means growing your list. Not everyone who visits your site is ready to buy; sometimes it takes months for someone to be ready, if ever. But they love your product. You want your product to be top of mind, tip of tongue. So you invite them to subscribe to your company newsletter. You offer an ethical bribe in exchange for their email address; a free e-book or gift voucher etc.

Now you can communicate directly with them. They have invited you into their private email in-box and it's your duty to deliver value. Special offers, company news, product information, competitions and related topics of interest.

Yesterday was a booming day for us in the media; interview with Women Love Tech, articles on Babyology and in Real Weddings magazine. Site traffic surged, newsletter subscriptions rocketed. I felt such joy knowing that people loved My Bespoke Chair and felt inspired to discover more and be part of our community.

4. The lovely email
Getting emails and feedback from customers and people who follow us, our community, is always brilliant. Recently, we ran a 'Win a Cushion' competition on social media and through the newsletter. A winner was drawn and emailed the good news.

Here is our winner's response:

Thank you! I'm looking forward to receiving it! 

I've just been reading your blog and I just wanted to say I've really enjoyed what I've read so far, particularly the 'How to Get Media Coverage' post.  I've just moved to Sydney from the UK and I'm interning for an interior design company and it's been really interesting to find out about My Bespoke Chair.  I love how you personalise everything, it really does feel like a community! 

Thanks again for the cushion, 

5. Gym Bunnies
By now, you probably know that I love, love, love spin classes. But....

Have you ever rowed 200m in 46 seconds? Three times. That is what I did at the gym this morning. Fi, my fabulous personal trainer, was impressed. After the PTS nausea subsided (which Fi didn't see after I staggered out!) the rush of endorphins was amazing. Bring on Friday's double spin, I say!


So there you have it - a comprehensive brain dump. Next time I promise to be more focused!




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Radio Interview

Warning - this program contains strong language. 

Parental guidance is recommended.

This week I was interviewed by The Start-Up Show on Eaglewaves radio, Sydney.

Click here to listen....

My interview starts at around 10:45 minutes. But watch out for Matt and Shona's fruity language!

I guest wrote a blog post "You are the New Design Star" - co-designing and the positive psychological effects of designing things yourself.

Click here to read....

Meet The A-Team

"If you have a problem, if no-one else can help, and if you can find them, 

maybe you can hire the A-Team."

Everyone in business needs to have their own "A-Team". A group of crack commandos in their fields of expertise. I may appear to be a solopreneur, but the reality is that there are many people making sure that your chair is easy to design, perfectly made and delivered on time.

Let me introduce the web development team, headed up by Steven and Jo.  From the moment I met with them, in Feb 2012, when I was putting the site build out to tender, they were infectiously enthusiastic about my product. Bingo! It is a non-standard site with no existing templates to build on. You need people who "get it". And they continue to help me improve the site and keep it up-to-date.

The pre-production preparation of my fabric designs and the chair illustrations on the site require Photoshop/Illustrator intervention. Being a "paintbrush and pencil girl", I hired Neha who is a whizz at putting my ideas into digital reality; preparing files for the printers in Portugal and the web development team here in Sydney.

The best chairs are sourced from a family-run furniture wholesaler who import the carved wooden frames from factories in Indonesia. Located just outside Sydney, and easy for me to drive the van to, Jill and Darryl are great to work with.

Our master upholsterers, a team of 3, are responsible for transforming your designs into stunning reality. This is Rachel in the workshop; Oz and Tony were out when I visited last week. I love the workshop; design alchemy occurs here. From the chaos of chair frames, bolts of fabric, tools, machinery and blaring music, emerges exquisite and beautiful furniture.

And then when it's all wrapped up, our friendly delivery man collects your chair for distribution across Australia. He really is very nice (a lady's man, I suspect!) and he understands how important these chairs are to me and my customers; "They are precious, like children."

So, there you have it. My A-Team. Who's on your A-Team?

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