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Publishing details
About the Author
Foreword by Julia Goodwin
Introduction by Emma Jones
Who is This Book For?
Contributors
Case studies
Experts
House Beautiful contributors
CHAPTER ONE. Making the Move From Hobby to Business Coming up with an idea
Researching the market
Survey tools
Market research template
Friends and family focus group
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
James and Sally Tickner carried out market research when they wanted to take their business to the next level . . Beautiful Business: Liberty Rose Interiors
Top tips!
The name game
Beautiful Business: Yellow Book Interiors
Top tip!
6 tips for launching a homemade craft business
The franchise option
CHAPTER TWO. Planning Your Business. Business plan
Executive Summary. The Idea. The Market
Competition
Sales & Marketing
CHAPTER THREE. The Must-Do’s. Registering the company
Register the company
Self-employed
Partnership
Limited company
Being social
Companies House
HM Revenue & Customs
Sole trader/self-employed
Useful links
Partnership
Limited company
In good order
VAT
Accountant accompaniment
Useful links
Business rates
Household admin
Q: Do I need planning permission?
Q: Do I need to tell the local authority I’m working from home?
Q: Do I need to tell the landlord?
Q: Do I need to inform my mortgage provider?
Q: What about my insurance provider? Do they need to know?
Q: Do I need protection for when customers and contacts come to visit?
Q: Should I tell the neighbours?
Get insured
CHAPTER FOUR. Building and Protecting Your Brand. Your business’s first impression
Look at my logo!
Business cards
Promotional flyers
Beautiful Business: POSH
Office address
On the phone
Protect the brand
The four forms of IP
1. Patents
2. Trademarks
3. Designs
4. Copyright
IP Q&A
CHAPTER FIVE. Tech Set-up and the Perfect Work Environment
Your tech set-up
Processor
Memory
Hard drive
Multifunction printer
External hard drive
VoIP phones
Office software
Getting connected
Price
Usage
Customer support
Network
POP mail vs. web mail
Instant messaging
Support
10 free cloud apps for your business
Your perfect work environment
Find dedicated space
A light touch
Invest in a good desk and chair
Double-up
A spring clean
Vision board
Inspiration wall
CHAPTER SIX. Starting on a Budget. Boot-strapping to begin with
Start the business from home
Beautiful Business: Luxury Interiors & Kool Kids Rooms
Top tip!
Online shops
Beg, borrow and barter!
Working 5 to 9
The contract
The conversation
Lou Gardner runs her business The Vintage Twist Company alongside her full-time job and has found that it is vital to prioritise her time effectively . . Beautiful Business: The Vintage Twist Company
Top tip!
CHAPTER SEVEN. Money Management
Straightforward finance
Incoming
Outgoing
Cash flow
Stay on top of your cash flow
Invoices
Receipts
Pricing products
Throwing together a price
Beautiful Business: Coo & Co
Top tips!
Sourcing supplies and equipment
Beautiful Business: Billy Lloyd Ceramics
Top tips!
10 finance tips for House Beautiful home businesses
1. Choose your accounting system wisely
2. Be careful with commission sales
3. Beware of VAT registration if you sell to the public
4. Save money where you can
5. Choose suppliers carefully
6. Think about how much you should buy in at a time
7. Work out your profitable lines
8. Set your prices carefully for handmade goods
9. Your website or mine?
10. Plan for the future
Funding
Friends and family
The bank
Credit cards
StartUp Loans
Grants
Crowd funding
Investors
CHAPTER EIGHT. Sell, Sell, Sell!
Offline sales
1. Make a list (check it twice)
2. Pitch up
3. Follow up
4. Meet up
5. Make some noise
Taking payment
Cash
Credit and debit card payments
Beautiful Business: Home Restyler
Top tips!
Selling into physical stores
Pop-ups
The art of the pop
5 top tips for market placement
1. Be confident with pricing
2. Understand your product inside out
3. Be prepared
4. Pitch perfect
5. Stay listed
9 sales tips for the craft and creative industry
1. Think of selling in the positive and good old-fashioned context of ‘sales assistant’
2. Seek to engage with your potential customers
3. Talk to your customers – don’t sell at them
4. Listen to your potential customers
5. Seek feedback
6. Don’t feel under pressure to drop your price or barter
7. Don’t forget Added Value Sales
8. Remember YOU are an important part of your product
9. Always be thinking about future sales
Selling on platform sites
eBay
TiPS { eBay advice
Enterprise Nation
Alibaba
iStockphoto
Handmade marketplaces
Etsy
Not On The High Street
Folksy
iCraft
DaWanda
Artfire
MISI (Make It, Sell It)
ShopHandmade
Postage and packaging
Which delivery service to use?
The world of brown paper and string
Your products in focus
DIY – the seller of single small items
Set-up
Bring in the professional – the seller of multiple quantity items
Finding a professional commercial photographer
Distance Selling Regulations
CHAPTER NINE. Your Online Home
Building your dotcom HQ
DIY
How to brief a web designer/developer
Template site
5 tips for making your website legally compliant
1. Display terms of use
2. Display your privacy policy
3. If selling goods or services online, display your terms of sale
4. Protect your copyright in the website content
5. State who you are!
Your web content
Blogging
Vlogging
The gear
Safety
Light
Sound
Interviews
Making money from your site. E-commerce tools
Shopping carts
PayPal
Google wallet
Sage Pay
10 ways to monetise your website
1. Sell advertising
2. Google AdSense
3. TextLinkAds
4. Sponsored conversations
5. Affiliate schemes
6. Sponsored features
7. Expert help
8. Deals with suppliers
9. Turn a blog into a book
10. Please donate
Beautiful Business: Carola van Dyke
Top tips!
CHAPTER TEN. Marketing I. PR and Trade Shows
Getting known
Plot the script
Find the right contacts
Following the media
Write a press release
Nine components of a successful press release
12 ways to kick-start your business’s PR
1. Have a ‘cunning plan’
2. Consider how various companies get their messages across
3. Research your customer/audience
4. Find the news hook
5. Got a story?
6. Hit them between the eyes
7. Don’t be tempted to start hassling
8. Photos – think in pictures
9. Build a relationship
10. Measure and evaluate
11. Put your PR hat on and execute the plan
12. A final tip
Write articles
Enter awards
Join a group or club
Attend trade shows
Merchandise must-dos
The art of networking
Beautiful Business: Kate Schuricht Ceramics
Top tips!
Useful links and resources
Become an expert
1. Publish a book
2. Present yourself
3. Host a webinar
4. Produce a film
5. Broadcast a podcast
6. Deliver training
Price point
CHAPTER ELEVEN. Marketing II. Online Promotion
SEO and online adverts. Rise up the search engine ranks
Start with the homepage
Make contributions
Run competitions
Be well-connected
Tagging
Pay-per-click (PPC) advertising
Advertising on blogs or online magazines
Spread the word
Beautiful Business: Rachael Taylor
Top tips!
The power of social media. Essential social media tools and how to make the most of them
1. Twitter
10 steps to Twitter success
2. Facebook
3. LinkedIn
4. Flickr
5. YouTube
6. Pinterest
Measure the results
Beautiful Business: Gillies Jones Glass
Top tips!
CHAPTER TWELVE. Happy Customers and a Balanced Business
Attract customers back
Fresh and user-generated content
Exclusive offers
Guest appearances
Keep in touch
Keep the business in balance
1. Customer care
2. New business
3. Admin
Right on time
FreshBooks
Remember The Milk
Other time tracking software
CHAPTER THIRTEEN. Grow the Business Without Outgrowing the Home
Productising
Kits
Courses
Going global
Outsourcing
Admin
PR, marketing and design
Sales
Customer service
Accounts
Steps to successful outsourcing. Do the groundwork
Be clear on the brief
Take your time
Let go!
Form teams
Form partnerships
Scope of agreement
Respective responsibilities
Finances
Be fair
Sign it!
Beautiful Business: Patchwork Harmony & 91 Magazine
Top tips!
Help and support
Peers
Mentors
Thoughts on a mentor
Accredited advisors
Private one-to-one advice / niche online courses
StartUp Britain
Enterprise Nation
CONCLUSION
Get the Best Support for Your Business. Join Enterprise Nation: A thoroughly modern business club
Emma Jones is a business expert, author and founder of small business community Enterprise Nation. Her books include Working 5 to 9, Go Global: How to take your business to the world and Turn Your Talent Into a Business.
Following a five-year career at an international accounting firm, Emma started her first business at 27. That business was sold 18 months later, and the experience led to Emma’s next venture, Enterprise Nation.
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Social media: www.libertyroseinteriors.blogspot.co.uk, www.pinterest.com/LibertyRoseUK, www.facebook.com/LibertyRoseInteriorsLimited, @libertyrose
Liberty Rose Interiors Limited was established in spring 2012 by husband-and-wife team James and Sally Tickner. James began life in the upholstery industry over 20 years ago and has been passionately revitalising furniture by hand ever since. He has also worked in the leather-trimming business to transform the interiors of many luxury yachts, helicopters and classic cars. Sally has been in the book-publishing business for most of her career and is a self-confessed spendaholic!
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