The idea to document the experience of starting my own advertising agency was my wife’s; and I was hesitant at first. I tend to keep that kind of information to myself. However, I like to think of myself as a modern man…I can share my feelings, right?! So here we go…
I’m not exactly sure how many parts this series will have. I say that because I am not sure how long the “starting” process of a company takes. Of course I’ve talked to other business owners, heard stories…three years seems to be the average time frame where a new business establishes itself and becomes stable. Scary though, since I’m only in month 3!
Let me clarify; I have complete confidence that my agency will succeed. That has never been the issue. If it was, then I would have been doomed from the start. No, the hesitation is everything outside of talent, ability and experience. In the life of a business, there are only so many things an owner can control – I learned that at past jobs.
I have been an official company for 3.5 months, and I have already been served legal papers. My website was almost shut down. Generating new biz has been slow. But then what was I to expect? I started a company in a tough economy. The talent, the skills, the ability…it’s all there for us. It’s our size that should help us grow very quickly. We have limited overhead, so costs are low. And Ivy and I aren’t a couple of college kids, fresh off a degree (and I say that with the utmost respect, seeing as I was once a college kid fresh off a degree.) So, I believe we have a lot going for us. However, our professional experience has also left us very impatient – we like to work, and we’re over-achievers. That’s a bad combination for starting a company.
Now I can’t speak for many of the new business that start every day. I don’t know any more about running a grocery store than a grocery store owner knows about running an ad agency. I can say that new businesses do have one thing in common…getting started is a lot about WHO you know, not what you know. Sure, there are people searching for ad agencies online every day, however most new business is generated from referrals and recommendations. Heck, just getting a job is a majority of who you know. And it is certainly enlightening to find out who is truly on your side, and who isn’t.
When I talk to people about my new company, the response is typical; “that sounds stressful!” Well, from my perspective, it isn’t. Faith in the success of my company hasn’t fluxuated a bit. But when it comes to actual money, bills, expenses, etc., that’s a bit different. But the freedom to be my own boss, dictate the structure of my company, and see it flourish is better than any experience I have had as an employee at any previous job. In fact, the worst day with my own company is still a thousand times better than the best day at someone else’s business.
I have an amazing designer, art director, and account exec in Ivy. And I have a tremendous financial and business advisor in my wife, Claire. So, in a way, I could let go of the reigns a bit, and DesL would be OK! The actuality is that the three of us make up a pretty incredible company foundation. And I have every faith in the world that my new agency is going to be a huge success. I can’t wait for the next three months to unfold. Until then, for those of you reading this, I hope that you’ll stick around for the ride!
©2010 Bryan Lester
www.DesLGroup.com
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