Transformation of a hobby into a business. How not to do

Why did you suddenly decide that you can earn on Bentley knitting slippers or SMM? Stifling the initiative in the bud. Check the settings of "objective reality".

We were present at the historic moment. Before our eyes, both the Soviet and post-Soviet career paradigm finally died. If in the Soviet version the ideal looked like a “single entry employment record” or progressive growth in the mainstream of the nomenclature system, and in the post-Soviet it was like a career in a western corporation, now we are dealing with completely different values.

Hired labor, with the help of Kiyosaki, was declared a loser’s occupation. A mobile coffee shop is better, but its own, than a post in Gazprom. Better capitalization of their talents than the measured life of a clerk or the nervous life of a stamp. Risk and individualism are good, dependence on the employer and labor relations are bad. The result of this approach was the fermentation of minds, expressed in the cosmic number of startups and microbusiness. Yesterday's clerks began to see clearly and discover remarkable forces in themselves. And the most important thing is to gain confidence that by “doing what they love” they will be able to lead the way of life of billionaires in retirement.

Self-confidence is, of course, the engine of any business. But are radical turns in career and lifestyle always justified? Rather, they are always justified, but how timely are they?

The implacable statistics that I keep for myself testifies: the number of requests for consultations from those who want to leave hired labor is approximately equal to the number of requests from those who want to return. So let's try to cut your wings in advance with a few simple questions.

  1. Are you really the best on the market? And why is your product / service better than the same, but performed by a large and well-known corporation? Why is it better than other entrepreneurs?
  2. Trite to remind, but still. Are you really ready for differences in living standards? In business, after all, there are times. Today you are an employee and you choose between Lafite and Clicquot, and tomorrow you are a free man, but you choose between Monastery hut and MKShV champagne.
  3. Do you really want to sell something? Constantly, hourly, without holidays.

Download these three thoughts to the brain and live with them for 3-4 days. How do you like this?

Ok, I agree, point 1 cannot be objectively assessed, but it may not be necessary. It is enough to understand that your prices are sane and you have the original food supply - a circle of "warm" customers from which you can start. On the other hand, complete carelessness is also unforgivable here. If you do not know the competitors and cannot clearly show the client the benefits of working with you - nothing good will come of it. More precisely, the first steps to promote your knitted slippers, homemade cakes, SMM-services will almost certainly not be easy, but if you do not come up with the same UTP, everything will be even more difficult.

Another obvious thing that most converts do not realize. Suppose you were an employee. And they worked in a certain company. Besides you, there were salesmen, accountants, lawyers, and, characteristically, the general director. Okay. You left the company and became a free marketer SEO SMM HR ... - and who did you think you were? (Spoiler: every first thinks that only the CEO).

So, you became the last general. And first of all - the seller and accountant. Plus all the rest, up to the employee of the Security Council and logistics.

How do you think, how much time in this situation will remain on the main business? And did you really yearn for, say, communicate with the tax, understand the dreary schemes of accounting, delve into the subtleties of marketing in social networks? Yes, you do not want to know anything about the cost of one show, advertising targeting and UPDF. You want slippers to knit.

But not here it was. Everything that used to be so successfully outsourced to colleagues from the relevant departments of your company is now your daily work. "To hell with everything!", - a well-known character smiles on the cover, - "Fight and do!".

Yes, do it and do it, but first accept the axiom that the number of possible files you will increase exponentially. For the simple reason that the number of their potential sources will increase.

At the hired work, such a source was one — your immediate function. Now, with equal success, you can mingle in the main function, in accounting, in logistics, and in sales. Moreover, the consequences will be much harder than hired work: your business simply does not have a sustainability margin.

You can not trade - do not trade. False beliefs that push you where you don’t need

In principle, everything is quite transparent here. As a tru-HR, I declare responsibly - in order to understand approximately how well your trade will go, a superficial analysis of your resume will suffice. You probably have it. Open it and look right now.

Worked 15 years in a row in FSUE, FSBI, GU and the like stable environment? Think hard. Maybe let the hobby remain so? Predictability and guarantees for the "transformation" is not any. What your colleagues admired may not be feasible in a wider market. If you coolly bake cakes, donate them "girls from the accounting" and they go with a bang - this does not mean that these same cakes will be bought up for real money by strangers.

The problem is not that the cakes may not buy (this is not so: with the appropriate mood they will buy everything), but that you may not see the real trends and price frames of the market. This means that the transformation process will be slow, painful and sad.

In addition, you will have to quickly get used to the fact that stability is the exception rather than the rule. And, strictly speaking, to begin to realize what stability is: when you have it in the background for many years in a row, you stop noticing it.

Other options in your resume. Running from place to place? Well, in this, maybe there is nothing terrible. If you don’t have any resume at all, because you - the whole life of an individual entrepreneur - then, I think, you can figure it out without me.

What we have there with false beliefs? Let's try to pull some of them to the surface of consciousness.

  • “Well, I will try, suddenly I’ll get something to sell” (There should be no doubt! A working version that does not allow options should be 'It turns out');
  • "Who will buy it? People have no money at all!" (I guess you don’t have it. And it never will. If you can't cope with this thought, drop everything immediately. Your happiness is a hired job);
  • “In order to sell something, you need to approach this normally. Well, there, make a website expensive, allocate a lot of money for marketing and SMM. And the main thing is to hone the quality of the product to complete perfection. ! " (This is how you will gather forever and never start.)
  • "Too scary is all of this. Suddenly, with taxes, I'll screw something up? And what if the criminal structures are interested in me?" (Thousands of lawyers and individual entrepreneurs are reporting, and nothing. And you are not interested in criminal structures.)

In a word, even if you are completely unbearable, first calmly deal with uncertainty, perfectionism, fears and social stereotypes.

By the way, no less false belief - that sales will go by themselves. I am deeply convinced that you can sell absolutely everything and absolutely for any money, but you can’t start the process without effort. Are your landings or knitted socks incredibly beautiful? As long as no one knows about this - you can assume that landing pages and socks are very ordinary.

The mere fact of publishing photos of your nyahny socks in the VC will not lead to their sales. Ahead of you have a lot of tedious and hard work.

What for and at what cost. Do you understand that exactly? "Infocouch", etc. characters as absolute evil

Ready to move from failure to failure without losing enthusiasm? Stock up pofigizmom, for failure will necessarily be. And enthusiasm must feed on a clear awareness of why you need this whole story. That is - your motivation. Good motivation - achievement (freedom, money, independence), bad motivation - avoidance (tedious work, conflicts with colleagues, routine, etc.). I suppose that if you don’t really understand what you want, a crowd of people will come to your aid immediately. Keep your ears open! It is at this stage that your real needs and intentions can drown in information and consultation noise.

Who makes a noise? Yes, you yourself know.

As soon as information technologies penetrated into each iron, an army of those who capitalize it quite naturally arose. And, which is also logical - the army of those who feed on those who capitalize it. In other words, infocouch. Infocouch is a coach that no one has ever seen alive. He lives in your Skype. He is spamming all your mailboxes - because you once foolishly liked his post in the PB. He also gives you free webinars from his kitchen and free "books" (in fact, a large pdf-file), writes various kinds of "selling letters", etc. He calls all the free content from his website (and yes, for some reason he loves this expression very much).

Whatever you do - from slippers to marketing - in any case, you will sell it via the Internet, which means that you are a potential infoCoA. What is good infocouche?

  • if you don’t know where to start at all, perhaps you can get some simple ideas;
  • if you don’t want to pay any money at all for these ideas, you can not pay.

What do you get in the bargain? And here the most interesting begins. As we understand, the loud title of the infocoucher can be appropriated by anyone. Some of those who have decided to become such, in order to promote, copy the strategies of other infocouches, who, they say, have come to successful success. Accordingly, the information array they create is increasingly growing and becoming more and more homogeneous. As a result, when you come to the infocouche in the hopes of creating your own unique strategy, you are more likely to get about the same thing as your competitors. Will this work? What do you think?

Let's reason logically. For some reason, the number of successful projects in a particular business direction is always lower than the number of failures. We know about successful projects (albeit from the words of the authors of the projects themselves), but we have much less information about the Fails. In short, this is the very thing called the "systematic error of the survivor."

And if you suddenly encounter an infocouch who tells you about the worst business practices and 101 ways to go bankrupt, hug him and ask him more about it.

And with enthusiastic positive characters, be careful.

A little bit about decisive steps and "cutting insurance". What happens if you evaluate the situation after the start of the battle

Finally, you live to see the day when you finally understood: all the forces to capitalize on a hobby and not a minute to live on hired work. It's time to get a checker and rabanut on the tired leash of labor relations and office slavery!

- Come on, come on! - business literature quietly itches in your ear, - Fight and do! Cut off the insurance, put the army in the area of ​​death, stop being a poor dad and an office rabbit!

We got it. Rubanuli. Half a year has passed, and your "airbag" (and did you have it?) Was exhausted.

Suddenly, bleak circumstances began to surface: your expenses are regular, but your income is not. Not only did your previous articles not go away: clothes, food, transport, KU - so also new ones were added: taxes, outsourced accountant services, advertising, purchasing materials, etc. You discovered that the real landscape of the competitive environment is not at all what he looked like from the outside. First, there were much more competitors. Secondly, competitors, as it turned out, are constantly inventing something, undertaking, changing strategies and bringing new products to the market. All this does not add to your optimism, and as a result - it becomes harder and harder to work.

Spend a little KO. Start the process smoothly. No need to cut any insurance there. Make a plan and figure out how you will parallel work and business at first. And at what point do you leave your business completely. I think this should happen when the income from your capitalized hobby for at least 3-4 months in a row will be at least 80 percent of your income from your main job. It is then that everything will become clear: is there any real demand, is it comfortable for you as a merchant, what should be done for the sales to go up.

Maybe you know, but I remind you: pathologists have a significant proportion of clients are citizens who jumped into the water with their heads down in an unfamiliar place. With our "transformation", in general, the situation is similar. Of course, you always want to get rid of the burden of annoying work functions and rush into a new sphere. But it is much more reasonable to enter this stream gradually. Learn the strategies of competitors and the latest technology in their field, participate in specialized get-togethers, determine the ratio of your labor costs and the actual possible income. Then the chance to swim will be more.

An annoying phenomenon of your new life: customers. What do you not expect from them and what they are most likely to do

All would be nothing, but sooner or later there is one small problem. A numbered number of people appear around you who behave unceremoniously and unpredictably, evade specific agreements, tell you unrealizable fables and want to understand why. But you are ready to endure them. Ready to meet their whims and Wishlist for one simple reason: they have your money.

And one more strange conclusion: they become for you something of the authorities.

“Well,” you say, “But what about freedom and independence, the opportunity to send everyone and everyone, the opportunity to deal only with sane people?”

I hasten to disappoint: no way. It is impossible to work for clients and be independent of the client. This is true even for the Post of Russia and Russian Railways. And while your business has not reached the RZD scale, you will have to show wonders of loyalty and flexibility. Something similar Stephen Covey called the term "effective interdependence."

A little about what you do not expect from customers. Most likely - do not expect what you do not plan to do. Say, throw the client. Or arrange him a black PR. But the soul of the client in this regard is darkness. I do not call to build barricades and perceive the client as a notorious antagonist. I simply call for the observance of three simple rules:

  1. You can take a prepayment - be sure to take. It disciplines both sides :-)
  2. Agree on everything "on the shore". The client must clearly understand what you have to pay, and what is free.
  3. Give the customer a little more than he expects. Let it even be something symbolic. Beautiful bag for knitted slippers. Extra 30 minutes of paid webinar. Extra 300 grams of homemade cake you baked.

There are positive moments. If you follow the above rules and a normal marketing strategy, the number of customers will grow exponentially, and accordingly, your income will grow at the same rate.

Impostor Syndrome: Sometimes it is not a syndrome. How to understand that you are an impostor

Here we are talking about situations where your competence will be questioned by customers. Of course, at the same time, we do not mean that you really simulate the skills that you are trying to sell.

Let's be honest. How many times in the last month of your work did your colleagues address you with something like this: "Vasya, you are such a cool specialist in stationary whirlwinds! We do not know anyone better. how exactly do they whirl "? If you only do that you are fighting off such consultations, congratulations: you will be able to capitalize on this - of course, if you come up with a suitable strategy. If not, then perhaps you are not such a strong expert? The point is not even that the social recognition of your expertise objectively reflects its level. (Suppose you really know the principle of operation of the mentioned device in the smallest details). The fact is that if you cannot clearly convey your knowledge to a three-year-old child, and to a hundred-year-old grandmother, you don’t know a damn about stationary whirlwinds. В таком случае вы никогда и никому не сможете продать свою консультацию, а поскольку изнутри вас будет распирать еще и уверенность в своих силах - вы получите репутацию самозванца.

- Кто, Вася? Знаю я его. Сидит в отделе свихрации пять лет уже. Надутый, как индюк. А объяснить ничего толком не может.

Самозванец - не тот, кто ничего не знает не умеет в выбранной области. А тот, кто не может придать своим знаниям, умениям и навыкам товарный вид. Речь здесь не о дихотомии "производителькоммерсант". Speech rather that in the absence of due level of social intelligence you all the same will look the impostor.

You can write brilliant pictures and conduct brilliant coaching sessions, but if their genius is obvious only for you - see above.

So, the first sign is that you do not know how to present a product as a person (regardless of the reason).

Sign of the second - you do not want to do this. Every time, communicating with the client and offering him outsourced bookkeeping, knitted slippers, website promotion - you feel an inexplicable discomfort inside. Do not ignore the "weak signals" of the subconscious and blame everything on lack of experience, retrograde Mercury, etc. The greater the gap between external aplomb and internal uncertainty, the more likely it is to be an impostor.

I repeat, we are not talking at all about any objective criteria! The impostor syndrome is the state of your mind, and the more stable it is, the more it affects your real reputation in the eyes of the client. Even on distance. Even if you have never seen your customers alive and are not planning.

Just in case: how to return to the corporate segment after going after your vocation

Return, of course, you can. But not easy. The reasons, I think, are clear:

  • You have already dropped out of the context of corporate labor. Going to work every day seems to you something wrong;
  • The employer understands that you have fallen out. And prefer more reliable options in the face of your competitors, hardened harsh labor schedule.

The matter, of course, is not in habits and not in the discipline of labor: a person gets used to absolutely everything, and he will get used to the five-day-office traffic jams too. Nothing wrong. Worse, the business landscape is now changing too fast, new technologies and approaches are growing, and all your previously acquired karma depreciates at an increasing rate. Yesterday you are a successful pro - the day after tomorrow is an endangered dinosaur.

Who is to blame, of course. What to do?

The most important thing. Do not lose touch with former colleagues. Firstly, they can become part of your initial sales market, and secondly, they will help you to stay abreast of what is happening in parallel reality. Track major events in your former industry, the movement of the main figures in the business, mergers, acquisitions, new players. It is important to use the internal sources, and not, for example, to monitor the profile site once every three months. It is absolutely clear that you will not be able to return to the company from which you left (the probability is 5%). But related industries and competing companies may well be interested in you.

If you feel that the moment is overdue, update the summary on HH.ru: it’s better to keep silent about your independent project in the text. Employers are wary of candidates who are prone to "free swimming."

For a company, your ability to create your own business and feed yourself is not a plus, but a definite minus. The predictability of your behavior in this case is too low, but the probability of a sudden dismissal is high. Therefore, we finish the description of our hectic activities at the moment when you left the last company.

However, in this case, the outside observer will see an inexplicably long break. Prepare a plausible excuse for it in advance:

  • I decided to rest, because it was what (this version works quite well if you are the head of the first or second line or a really high-paying rare specialist. If you are a bank clerk or a Pyaterochka shop assistant, this option is not suitable);
  • family circumstances (good, if in fact at least some circumstances were. Wedding, divorce, relocation, child birth ... in short, events that could really affect your attitude to your lifestyle and career);
  • I decided to quit my previous job (prepare the answer - why), there were many proposals, all of them for one reason or another did not suit me (low salary, get far, not the corporate culture), or I didn’t suit them.

Not the best idea - after a long break in hired work to radically change the scope of activities. If you were an employee, went into your business, and then decided to return to the house - well, let's say, as an accountant - take your time, go to the market with competencies, which you can certainly sell. And then you can think about the next radical career turn.

Obvious conclusion

Before you transform a hobby into a business, make sure that the subject of transformation really exists not only in your head. Remember that “sanitary factors” in the form of money has not been canceled, and your adventure with your own business may well quickly disappoint you: no revenue - no ideas and enthusiasm.

Spread the straws, whatever the "motivational speakers" say: with a weighty airbag, business is much more fun and faster.

Finally, systematically get rid of the stereotypes that unnoticeably create your reality. (We have already listed them, see above). Including - from the stereotype "hired labor is bad by definition": it will allow you to hire employees with a calm soul and, if necessary, to return to work. Then everything will work out.

Watch the video: 24 HOUR ROOM TRANSFORMATION! (April 2020).

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