Wednesday, October 5, 2016

What kind of business should I start?


I Iike brainstorming and coming up 
With ideas and working with slogans and logo ideas what time of business should I start? I was thinking about consulting but please advise.

That's the question I received this morning. Here is my answer to this young NEW entrepreneur.
Many new self-employed or entrepreneurs face this dilemma. You know you're good, but you feel like your skillsets are too diverse to box in and you obviously want to do something productive that generates steady income thus you're unsure as to what path to follow. If this goes un-addressed for too long you'll see years pass by w/no fruitful effort.  
First, try coupling your skillsets to a certain industry such as marketing, pr, sales, technology, etc. Are you capable of creating the logos or imagery you propose to someone? 
Second, based on whether you can deliver and the industry that best suits you - understand your would be role in the current eco-system. For example I would place your interest into marketing but you see, a logo does not make a brand, a slogan requires clever pitching to be accepted at once, and clever repetition to the audience for it to stick and become a slogan or part of the brand. Why would a company go to a consultant who cannot deliver campaigns but only create words on microsoft or sketch a logo but not create it? Even a graphic artist must go through dozens of variations of the same 'finished' logo before one gets accepted and thats because a miniscule detail makes a huge difference to a client. So a sketch is close to delivering nothing.
Consulting can be a good gig, but you must understand what consulting is - is not just speaking, unless you're amazing public speaker and jargonist. No, sustainable consulting delivers a product in the form of research, theories, thesis, manages others implementing the effort, works side by side the teams they are hired by. So this means that even for logo and branding consulting you must be perceived as an expert in your field, have experts who like you as a human and respect you as a professional. Specially if you want to simply create verbal content and not tangible brand assets.
With that said, on the other hand, let's say that you are able to deliver tangible assets to a company client. Good for you, now lets understand your role in the current eco-system as follows: 
You are either a disruptor, traditionalist, softserver, specialist, connector or a soloist. Now, is important that you don't get played by your ego - none of these is above another and even through the distruptor classisification might be of your liking it doesn't mean that you are - you, to me, sound like would fit under the soloist. A distruptor is someone with ton of experiences and abilities to bring all others together under one roof service and deliver a hybrid company - I have done that with Unthink, a hybrid marketing agency that caters to small and new business owners who need high budget services on monthly payments and have gathered expert professionals to work under my model and not traditional lump sum plans for traditional and digital marketing and advertising. 
A traditionalist are becoming irrelevant and depend heavily on relations and past authorities in a field. For newcomers this is obviously out of the question and a dying competitive strategy.
Consultants Are Expected To Deliver Tangible Work Somehow
Specialists, you could be here, focus heavily and depend on NICHE markets only. These individuals can charge a premium because they offer a single solution to any client and deliver it well because they understand it backwards and inside out. These people are constantly improving, reading, learning and networking and have a pitch crafted down to the T. They depend heavily on connections obviously and patience for their connections to need their services.
Connectors, are networkers, not doers. - you could be here too. They make the connections and hire or subcontract others who can serve. 

Soloists are common - these are web devs, programmers, graphic artists, solo-business owners - who have modest growth goals, low cost of living and thus can comfortably build connections and offer a small variety of services which once sold they create and deliver themselves. (if you know graphic design you would be here) These people are not looking to build an agency right off the bat or at all, instead just make a good living doing something they love either as main provider or as a contractor or sub-contractor to clients directly or other companies.

My name is Humberto Valle, I am the Co-Founder and CEO of a Hybrid Agency called Unthink.me, we are located in El Paso Texas and have clients from around the world. Some of our most recent small clients are About Time Pest & Weed Termite Control in Scottsdale, Arizona, Layne Maids Service in New Jersey, and brand new launched Real Estate Marketing Agency In Austin Texas.

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