sofabuotr chicago presentation - shifting from blogger to business owner
TRANSCRIPT
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#SoFabUOTR
Shifting From Blogger to Business Owner
powered by
#SoFabUOTR
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Jennifer Everswww.MeMyselfAndJen.com
www.MMandJConsulting.com
@AFewGoodJens
@MMandJConsult
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Today’s Topics
Morning Session – Vision, Marketing and Money
• Are you ready to shift?
• Elevator Pitch
• Media Kits
• Monetization
Afternoon Session – Business Logistics
• Calculating Rates
• Tracking Income & Expenses
• Contracts
• LLC or S Corp for me?
• Trademarks
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Disclaimer
• Some of the content in this presentation relates to
financial and legal matters.
• I am NOT an accountant or an attorney.
• Nor do I play one on the internet or at conferences.
• I am sharing my perspective on certain financial and
legal topics, but the only ADVICE I will give you is to
please get the appropriate, licensed professional to
advise you on financial and legal matters.
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Are you ready to make the shift?
First Steps
• Mission, Vision, Values
• Own your content
• You CAN do more than post on your blog
• Professional Headshot
• Stop blogging for free
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Mission, Vision and Values
What are your Guiding Principles?
• Why do you blog?
• Extra money
• Second Career
• Empowerment
• Where do you envision your business in 1-3 years?
• Giving Back
• Full-Time Career
• Who are the brands / businesses that you want to align
with?
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OWN YOUR CONTENT
Blogging on a free site is like building your dream
home on a rented lot.
• Purchasing your domain is NOT enough
• Must use a hosting service that you PAY FOR.
• The free version of Wordpress is no better than
Blogger.
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YOU BREAK IT, YOU FIX IT
Don’t be a slave to a web designer
• Have your blog designed in a Theme that you can learn
to use. (Genesis is easy to learn)
• Have a designer who is willing to TEACH you how to
make simple changes.
• Have a pro readily available if you DO break it.
• Know the different between a WP Engineer, a Web
Designer and a Graphic Designer.
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HEADSHOTS vs PROFILE PICTURES
Know the difference
• Your dining room is great for social media profiles, but
NOT headshots.
• You don’t have to spend a fortune.
• Get a group of bloggers / entrepreneurs together and
book a group session with a photographer to lower the
cost.
• UPDATE it as your looks change.
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HEADSHOTS vs PROFILE PICTURES
EXAMPLES
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STOP BLOGGING FOR FREE
It’s not going to pay the bills
• My mortgage company doesn’t take payment in pie –
does yours?
• Always ask if there is a budget for the campaign
• Exceptions for me:
• Is this something I can do on my own?
• Will it cost me more than what they are giving me to
participate?
• Align with Core Values
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How are you going to get there?
Being an Entrepreneur is about the HUSTLE
• Networking
• Chamber of Commerce
• Entrepreneur events
• Small Business Associations
• Education
• Always. Be. Learning.
• SoFabU online is a GREAT resource – use it!
• Community College
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See and Be Seen: Be Easy to Find
If they can’t find you, how can they hire you?
• SUBSCRIBE BUTTON: start building your email list
• BE SOCIAL: try all of the social networks but focus
where your people are
• GUEST BLOG on sites whose audience you are trying
to grab.
• INVEST TIME: in Search Engine Optimization
• SUBMIT TO SPEAK at appropriate conferences
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Be Your Own Brand Ambassador
• What is your Brand Message?
• Make sure you are communicating it across your social
channels
• Be AUTHENTIC to your Brand
• Remember the Social Media Rule of Thirds:
• A Third of the Time – Focus on Your Brand
• A Third of the Time – Focus on Your Industry
• A Third of the Time – Share what’s interesting to you
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The Dreaded Elevator Pitch
Who are you?
• Differentiation in a Sea of
Sameness
• How do you Present your Blog
/ Business to a Brand?
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EXERCISE: Create Your Elevator Pitch
Your USP - Unique Selling Proposition _________________
Your Audience ___________________________
Your Niche or Category __________________________
My blog is [what is it?] which offers [unique perspective]
for [specific audience]
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Example Elevator Pitch
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Example of a Blogger Elevator Pitch
MOMMA CUISINE: Making Great Everyday Meals
THE BLOGGESS: I wrote for the Houston Chronicle, but I
needed an uncensored space to say the f-word and talk
about ninjas so I started this blog.
A GRACEFULL-LIFE: I love to write about DIY on the cheap.
Basically I am Martha Stewart. Without the money. Or the
fancy cars. Or the hired help. Or the intricate art projects. Ok I
am nothing like Martha Stewart.
YOUR BLOG: ?
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EXERCISE: Create Your Elevator Pitch
Your USP - Unique Selling Proposition _________________
Your Audience ___________________________
Your Niche or Category __________________________
My blog is [what is it?] which offers [unique perspective]
for [specific audience]
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MEDIA KITSWhy do I need one?
• A resume for your blog
• Summarizes all of your stats on ONE page
• Should include:
• Elevator pitch
• Professional headshot
• Social Media numbers
• Recommendations
• Services Offered
• Brand Relationships
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MEDIA KITS
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MEDIA KITSResources for creating your own
• SoFabU has a tutorial!
• Templates – Go to MeMyselfAndJen.com for link
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The Paths to Monetization
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The Paths to Monetization
There are SO MANY!
• Advertising
• Affiliate Marketing
• Sponsored Content
• Hired (coach, speaker,
spokesperson, writer,
reviews)
• E-Content (Webinars,
Seminars, E-Books)
• Consultant
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Advertising
• Ad Networks
• Google AdSense
• Corporate Sponsors / Partners
• Sell your own – consider
starting local!
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Affiliate Marketing
• Amazon, Share A Sale,
Commission Junction
• You are the middleman
• Paid via a provided tracking link
• Choose a subject you love and
build a content rich, informative
blog post about it.
• RESOURCE: Missy Ward’s book
(link on memyselfandjen.com)
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Sponsored ContentFrom third party or direct to you
• Creating original content in line with a campaign of
message from a brand
• Two Types:
• Blog Posts
• Touts on Social Media
• Leverage your social media reach: Facebook, Twitter,
Pinterest and Instagram
• SoFab ROCKS for Blog Campaigns!
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Hired
Think outside the box – where is your passion?
• Freelance
• Trade publications are a great place to start
• Pitch brand or PR yourself
• Local television stations – are you an expert?
• Write a book
• Consulting / Coaching
• Share your passions with others
• Local businesses you patron
• Speaking Engagements
• Full Time Employment / Entrepreneurship
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Afternoon Session Topics
Business Logistics
• Calculating Rates
• Contracts
• Tracking Income & Expenses
• LLC or S Corp for me?
• Trademarks
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Shifting From Blogger to Business Owner
Afternoon Session
powered by
#SoFabUOTR
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Morning Review
Vision, Marketing and Money
• Are you ready to shift?
• Elevator Pitch
• Media Kits
• Monetization
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Afternoon Session Topics
Business Logistics
• Calculating Rates
• Contracts
• Tracking Income & Expenses
• LLC or S Corp for me?
• Trademarks
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Calculating RatesThey want to work with me, now what do I charge?
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Calculating RatesDo Your Research
• Who is your competition?
• Are you the only person that’s bidding on this job?
• What is your place in the market?
• What is your interest level in the project?
• What is their budget?
• What are you willing to do for that amount?
• Don’t be afraid to counter
• Good, better, best options
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Calculating RatesComing up with the RIGHT number
• Hourly Rate versus Project Fee or a Hybrid
• Time tracking in social media is HARD
• What expenses will you have to weigh against fees?
• Business expenses
• Childcare
• Drive time
• Be creative
• Can you add a Twitter Party?
• Would a blog post campaign from 2-3 targeted
bloggers expand their reach?
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Calculating RatesTHERE ARE NO INDUSTRY STANDARDS
• Fees are subjective based on client budget,
experience, and perceived value of the service you are
providing.
• Educating clients increases your rates
• Find the Sweet Spot:
• Expenses + Time Commitment + Project Type =
Exceeds Financial and Personal Goals
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ContractsProtecting yourself and your clients
• You’ve calculated your rates
• You know what the job is
going to cost you
• You and the client have
agreed on the project
• Now what???
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ContractsImportant Details
• Who is the contract between?
• What is the scope of the project?
• What are the goals of the project?
• SPECIFIC tasks you are going to perform
• SPECIFIC tasks the client is going to perform
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ContractsImportant Details
• Are there additional services you are recommending
to the client (UPSELL!)
• Terms of Payment
• Full fee
• Deposit Needed
• Payment Dates
• Invoicing Policy
• Net terms
• Penalties
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ContractsImportant Details
• Confidentiality Clause
• Terms of the Agreement (Dates)
• How to Terminate the Contract
• Dispute Resolution
• SIGNED AND DATED
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ContractsImportant Details
• Can modify dependent on job size and scope
• PR driven, blog post campaigns:
• Project scope
• Agreement
• Terms of Payment
• If there is no contract, how to you expect to get paid?
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ContractsImportant Details
• Create a contract template and have it reviewed by
an attorney.
• Looking for a place to start? Go to
www.memyselfandjen.com/etsy for a sample!
• $5.00 coupon: SOFABUCHICAGO
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Tracking Income & ExpensesDo it monthly, don’t wait until tax time
• Crucial for
understanding your
business.
• Do not have to
purchase fancy
accounting system
• Quickbooks or Excel
works great.
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Tracking Income & ExpensesWorksheet Exercise
• Who completed it?
• Any surprises?
• Knowledge is POWER
in your business!
• Budgeting is KEY to
long term financial
success.
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Tracking Income & ExpensesPay Me!
• Tracking income monthly increases odds of getting
PAID.
• Use PayPal Invoices – quick and CUSTOMIZEABLE!
• Don’t have to use PayPal as a form of payment
• What does your accountant need you to track?
• What format works best for them?
• Excel
• Quickbooks
• Virtual Assistant for P&L statements
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Tracking Income & ExpensesWhere does all of my money go?
• BUSINESS MONEY SHOULD BE SEPARATE
• Even if not incorporated, set up a separate checking /
PayPal account.
• Use a Debit card connected to THOSE accounts for
business expenses.
• Will help in tracking expenses monthly & balancing
your books.
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Tracking Income & ExpensesBut how do I really get paid?
• Are you making a profit?
• Invest back into the business
• Talk to your accountant about a draw or salary –
depending on your incorporation status.
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LLC or S-CorpIs it time to incorporate?
• MYTH: You do NOT need to incorporate in order to
separate your blog money from your personal money.
• FACT: In most states, you WILL need to be
incorporated to have a checking account with your
business or blog name on it. Even a DBA (Doing
Business As) account usually requires it.
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LLC or S-CorpIs it time to incorporate?
• Incorporating handles two primary issues:
• Personal Liability
• Taxes
• It’s also used as part of Estate Planning in the case of
Single Adults / Single Parents
• Both are a pass-through tax entity. Typically, no
income taxes are paid at the business level. Business
profits or losses pass through to the owners personal
returns.
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LLC or S-CorpWhat is the same
• Both grant personal protection from debts and liabilities
of the business.
• Both are a pass-through tax entity. Typically, no
income taxes are paid at the business level. Business
profits or losses pass through to the owners personal
returns.
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LLC
• LLC = Limited Liability Corporation.
• No business tax return necessary, unless more than
one employee.
• No requirements of bylaws, annual meetings, or filing
an Annual Report.
• More cost on the initial set up, but only pay an annual
renewal fee.
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S-Corporation
• Business Tax Returns must be filed
• Must draft Bylaws, have Annual Meetings, and file an
Annual Report.
• Cheaper to set up on the front end, but can cost more
over the year in Tax Return / Annual Report filings.
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LLC or S-CorpHow should I proceed?
• Get an attorney and an accountant involved.
• A statewide search for businesses already registered
with a similar name needs to happen.
• Work with people that UNDERSTAND what you do for
a living so you get the proper advice.
• Network in your community – bloggers and social
media professionals are GREAT resources for service
professionals.
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Trademarks vs CopyrightWhat is the difference?
• Trademarks protects names, terms and symbols that
are used to identify the source of goods and/or services
on the market. In other words, a trademark lets the
consumer distinguish one company's offerings from
another's.
• Copyright protects original creative works such as
books, movies, songs, paintings, photographs, web
content and choreography. As the owner of a federally
registered copyright, you can control how your work is
reproduced, distributed and presented publicly.
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Trademarks & Service MarksProtect your brand and logo
• A trademark is generally a word, phrase, symbol, or
design, or a combination of these elements, that
identifies and distinguishes the source of one party's
goods from those of others.
• A service mark is the same as a trademark except that
it identifies and distinguishes the source of a service
rather than goods.
- United States Patent and Trademark Office
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Trademarks & Service Marks
• The USPTO website is
FULL of great
information.
• Start HERE
http://www.uspto.gov/tra
demarks-getting-
started/trademark-
basics
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Trademarks & Service MarksWhere do I start?
• You have to do a WORD and/or DESIGN MARK
SEARCH prior to your submission to ensure your name
is available.
• Search “Live and Dead”
• Use “Exact Search Phrase”
• Watch ALL of the tutorials before starting the process –
it can be VERY confusing.
• Consult an attorney to file if overwhelmed or have
questions.
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Trademarks & Service MarksSpecifics to do it yourself
• The website WILL walk you through the process of
filing for a Trademark and Service mark on your own.
• Most online applications done yourself are called a
TEAS PLUS (Trademark & Service Mark) and cost
$225 – payable at time of application.
• Blogs fall into Class 035: Advertising and marketing
services provided by means of indirect methods of
marketing communications, namely, social media,
search engine marketing, internet marketing . . . .
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Trademarks & Service MarksWhat happens after?
• Know that your ADDRESS WILL BE PUBLIC
KNOWLEDGE once you file for a trademark.
• You WILL get junk mail soliciting services to upsell you
additional products and monitor the status of your
Trademark Application.
• SAVE your application and Assigned Serial Number –
it’s the ONLY way you can check on the status.
• Can take 3-6 months to process
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Trademarks & Service Marks
• If you change your blog logo – you’ll have to do this
AGAIN!
• Trademarks WILL help legitimize your blog / business
and urge Social Media platforms to remove squatters
from your usernames.
• NO ONE will be legally allowed to use your name or
logo without permission. Can pursue legal action in
Federal Court System.
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Create an Action PlanSet goals to ensure accountability
• What 5 things are you going to Implement from
SoFabUOTR Chicago?
• Make 1 week, 2 week, 1 month and 3 month goals
• Find your tribe and help yourselves be accountable
• Email me with your accomplishments!
• Jennifer: [email protected]
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My SoFabUOTR Action Plan
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Jennifer Everswww.MeMyselfAndJen.com
www.MMandJConsulting.com
@AFewGoodJens
@MMandJConsult
TM
#SoFabUOTR
Shifting From Blogger to Business Owner
THANK YOU
powered by
#SoFabUOTR