Artist draws on microloan, training.

The U.S. Small Business Administration armed Joey Johnson with the money and motivation to step out and launch her graphic design business.

Johnson formed Graphic Mechanic Design Studio in October 2006, after running the company on the side for nearly a decade. During that lime, she worked full time as a contractor for Electronic Data Systems Corp. in Atlanta, which does work for the Centers for Disease Control and Prevention.

A key to her move: a $15,000 loan from the SBA and education from the Women's Economic Development Agency Inc., a nonprofit Atlanta organization. The agency is part of a network of women's business centers the SBA helps fund across the country to offer training and counseling.

"I had the cushion of getting that loan and having worked (in) the business for 10 years," said Johnson, who earned an art degree from The Art Institute of Atlanta in 1998. "The big transitional issue was that everything--all the working capital, income--was coming from the business, with no supplemental income."

The loan was vital, allowing Johnson to upgrade from a small printer to a professional-quality laser printer and buy a desktop computer and laptop, she said.

Guaranteed by the SBA on behalf of California-based Innovative Bank, the microloan has terms of seven years and an interest rate currently at 12 percent.

Deardra Green-Campbell, executive director of the Women's Economic Development Agency, said the group helps businesses secure loans ranging from $5,000 to $50,000. Last year, WEDA originated $1.4 million in more than 100 loans.

Graphic Mechanic's revenue is on pace to double this year, to about $100,000, Johnson said. But she's holding off on hiring employees; she works with two freelance graphic designers on an as-needed basis.

Clients have included the CDC, the Georgia Board of Regents, Georgia Council for the Arts, city of College Park, DeKalb County government, Turner Broadcasting System Inc. and a local Women in Cable and Telecommunications chapter.

"Every time I get a new (project), I still get that new ambitious feeling," she said. "That's the main thing that I love about running a graphic design business."

One of those projects, for the CDC, was to create a voluntary online diversity training program with a National Treasure-like theme.

"I had a project in mind and I needed someone to be able to take what was inside my head and be able to put it down graphically," said Barbara Reynolds, a risk communication coordinator in the CDC Office of the Director.

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Johnson set the program around an old world map, backed up with music.

"It was her art that helped us look classy, professional, fun, didn't make it drudgery, and we had fantastic participation," Reynolds said. Participation exceeded 50 percent.

Johnson might not have taken her work full-time if a WEDA program had not been available. She previously attended one-day SBA seminars, including those on writing a business plan. She was unable to move forward when coming up with a budget because of uncertainty about how much work would be available.

"I always froze up when I had to be creative with the financials," she said. "You have to imagine money. If you're imagining money, you can imagine a whole bunch."

A more intensive 14-week WEDA Atlanta Microenterprise Initiative course, which cost about $150, took her through every component of starting a company, from market research to business plans to business development. The instructor also provided assistance outside of class.

"The WEDA one took me past the finish line," Johnson said. "They just really have an excellent program over there."

Green-Campbell said the comprehensive program teaches people how to start and learn a business from the ground up.

"We hear people say all the time, 'I don't need this.' But the fact of the matter is that unless you have been in business for yourself before and have done it successfully, you need to understand things like how to conduct market research. You need to determine as best you can whether or not your business concept is viable" she said.

"You might be a great cake baker but it doesn't mean you can make a go of a business making cakes."

In addition to seeking education, Johnson has taken several other correct steps, Green-Campbell said.

"She did not immediately quit her day job. She continued to work the business on the side and build up a clientele," she said.

Johnson also took advantage of programs, including getting certified by the SBA 8(a) Business Development Program, which helps her compete for federal contracts, and being certified as a minority-owned and woman-owned business.

"She's always looking for opportunities to develop new business. She does have a lot of repeat business--they do really excellent work- but she doesn't rest on (her) laurels," Green-Campbell said.

Johnson views the programs as offering companies incentives to hire her over other non-certified companies. But that doesn't mean she ignores strategies like identifying a target market and networking.

"You still have to do the exact same legwork as you would if you didn't have them," she said.

Those efforts are paying off.

River To Tap Inc., an engineering firm, used Johnson to create its Web site. Brenda Johnson, a department manager, said the company appreciated her artistic talents as well as her communication skills.

"What stood out about Joey was her ability to really listen to what we wanted," Brenda Johnson said. "She was really easy to work with and easy to get along with. She understands how to meet the clients' needs."

JOHNSON'S ADVICE FOR A STARTUP?

Take advantage of available resources from groups, including the SBA. "If you have a business, you really can't afford not to."

Graphic Mechanic Design Studio * 2779 Clairmont Road, Suite F-7, Atlanta, Ga. 30329 * (678) 571-2243 * www.graphicmechanic.com Founded 2006 (as a full-time company) * 1 employee * 2007 revenue: About $50,000