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Daily Mirror: Making Self-Employment Work
Daily Mirror, October 5th 2004
THE PROBLEM
Jenny, 31, left a good job last year to become a self-employed public relations consultant. 18 months later, it's going well but she’s no nearer her goal of a flexible life where she has time to do the things she really wants to do, which are learn a new language, travel and write. She’s working all the hours there are, for less money and taking a holiday is impossible without feeling guilty for all the things she should be doing for her clients. Having made the big step to self-employment, she can't see where to go next to make it really work for her.
CHALLENGE 1
Get organised
Jenny has made the common mistake of thinking that running her own business was going to be easy. In fact, life is far tougher for her now than it was when she was an employee. Right now, Jenny is exploiting herself more than any employer could.
How to make it happen
Establish clear and written terms and conditions for your working life. Set your hours of business and stick to them. Jenny works from a spare room at home and finds herself working until 7pm at night and checking emails and the ansaphone over the weekend. This is unnecessary and stops her from ever switching off and relaxing. She needs to outline her working hours and business practises to her clients at the outset, explaining that out-of-hours calls are for emergencies only, and not feel in the least guilty about this. It is vital that she make her business work for her otherwise she may be tempted to give it all up and go back to working for someone else.
CHALLENGE 2
Get a strategy
Jenny is so bogged down in the day-to-day business that she doesn’t have a clear perspective on the direction she wants to take the business in. She needs to have a vision and big picture for Jenny Procter Communications with clear written goals and objectives.
How to make it happen
All successful organisations have morale-boosting, brain storming ‘away-days’ to plan for the company’s growth. Jenny needs to book a day where she can relax and plan the way ahead and feel fired up about her future. She needs to identify the type of clients and niche areas she prefers and attract more of these.
In Jenny’s case her favourite work has been representing NHS Trusts. She should exploit her existing contacts to introduce her to Trusts in other areas. She enjoys writing so could contribute a feature in a NHS magazine which would introduce her to the industry that she wants to establish herself in.
As she works on her own, she can only take on a few clients and must be strict about charging enough. She must be prepared to say ‘No’ to taking on lots of small clients who pay very little but still expect a lot in return.
CHALLENGE 3
Enjoy your life
Jenny’s original intention in working for herself was to have a better quality of life and spend more time with her husband, friends and family. She has lost contact with friends, rarely sees her family and a much needed fitness routine has never happened. It’s time to prioritise her life, not just her clients.
How to make it happen
Jenny needs to get back in touch with her old friends and find a few new ones as well. She is a sociable young woman who will benefit from more fun and stimulating company. She should discuss joint activities with her husband as they spend their weekends together doing routine chores.
New, challenging sports and activities are called for and travelling abroad for weekends will help fulfil Jenny’s goal of learning a new language.
Jenny’s dream is to work 4 days a week and have Fridays off. She should consider bringing in an assistant to free her up and do the admin that she loathes, such as invoicing and bookkeeping.
Above all, Jenny has to make this business work for her, otherwise she’ll end up deflated and resentful, and the worst thing is that she’d only have herself to blame! She is great at what she does and takes very good care of her clients. Now, she must take care of herself and her life as well.
JENNY’S VERDICT
"Brilliant. I found the session enlightening and invigorating. I feel I have the confidence now to approach bigger clients and be more business-like in setting out clear guidelines for working with clients – and myself.
"I have booked a session with a personal trainer and plan to do The Great North Run next year.
"I’ve neglected my life but it’s back on the agenda now alongside a more focused, better-run business, with a clearly defined future."
