Now that you've done all your research, and you're sure
that this is the business for you, how do you get going? Most hobby
enthusiasts start their businesses part time.
But still, to project a professional business veneer, there are
a few things you should do. Get a separate business phone line, for
starters. Says Jain: "Marketing begins at the point of
contact. You don't want your child answering [the phone]."
You'll also want to set up a professional Web site and get a
dedicated fax line (or an e-fax). And make use of some
small-business Web site tools, such as those available from
bCentral.com, Entrepreneur.com and Jian.com--there, you'll find
how-tos and tips on everything from marketing your business to
making your Web site e-commerce ready.
In terms of looking more professional, the experts suggest
ditching the free e-mail services (such as Hotmail or Yahoo!) and
instead paying for an e-mail address and Web site with your
business name (such as Alice_Ent@GroovyPottery.com).
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Looking professional, however, is not your only concern.
Overcoming the skepticism about your hobby product or service will
be a big part of your start-up strategy as well. Keep in mind that
although you have a vision for the product, communicating that to
investors and clients can be a challenge.
Case in point: When Angel Munoz started the Cyberathlete
Professional League, an organization for professional computer
game players, he faced skeptics from all sides, as investors and
even players doubted his vision. This Irving, Texas, entrepreneur
fought against disbelievers by remaining unwavering in his devotion
to the concept and by surrounding himself with a core group of key
people who did believe in his business idea. Because the
interactive entertainment industry is so tight-knit, "you
can't turn your back on the skeptics," he explains.
"I stayed in contact with them and [let them know] about every
milestone we accomplished."
This "show-don't-tell" mentality helped win over
those early dissenters. When the players scoffed at the idea of a
professional league, Munoz, 42, made certain to raise the
professional level of events with state-of-the-art equipment and
services. His strategy was so successful that his company and the
league have grown solely by word-of-mouth.
Though it wasn't easy in the beginning, Munoz started the
league to establish standards and rules of play--as well as make
some money from his target market, the nearly 145 million Americans
who regularly play video games, according to the Interactive
Digital Software Association. Having structured his revenue plan
around membership in the league, admission to events, sponsorship,
and TV and broadcasting rights, Munoz has grown sales into the
seven figures.
David Silberman is also a hobbyist-turned-entrepreneur who truly
understands the importance of educating your target market about
your hobby business. As the founder of Starfish Imports
Inc. in New York City, his niche is importing Murano glass.
When he started his business in May 2002, Silberman decided to
market his concept to as many people as possible--to both Murano
glass enthusiasts and the general public.
Silberman, 34, learned the art of purchasing his inventory with
a careful, objective eye. For instance, he might choose an item
that doesn't fit his personal style, but that he knows would
make an interesting offering for his customers.
That willingness to educate customers as well as learn from them
has helped Silberman grow a glass importing business based on his
love for Murano glass stemming from his childhood. Today, he
continues to glean new knowledge from customers. For instance,
although Silberman initially focused his marketing efforts on
people in urban areas, he was surprised to find orders coming in to
his Web site from places like Arkansas. "I learned there are
more customers out there than I previously thought," he says.
To further expand his customer base, Silberman is looking into
wholesaling to specialty boutiques as well as selling via his Web
site. That wide range of customers has helped Silberman grow his
business to about $120,000 a year in sales.
For More Information
Check out a few of these books and organizations to get the
heads up on your hobby business.
Originally published in the April 2003 issue of Entrepreneur Magazine
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