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MicheleLarson
Larson Marketing Concepts | mlarson@gemhold.com | Owner | 09/12/2002 | Sole Proprietor
Michele Larson is a marketing and advertising consultant and the owner of Larson Marketing Concepts of Pittsburgh##comma## Pennsylvania.
What kind of training or education did you acquire before your venture?
Over twelve years experience in marketing and graphic design. Graduated with dual bachelor degrees in business communications and graphic design from LaRoche College in Pittsburgh##comma## PA. I have worked in various companies throughout my career as Marketing Director and Senior Designer. I have also freelanced as a designer for over ten years. I grew up in a family who owned and marketed their own business so I have always been working in the business world in some form or another.
What services or products does your organization offer?
Our company – Larson Marketing Concepts in based out of Pittsburgh##comma## PA. It was created for one specific reason…I saw a need! While working in advertising over the past decade I##aps##ve noticed that there isn##aps##t really an agency out there for what is considered ##quote##small business##quote## or ##quote##mom & pop shops##quote## to go to when they need marketing and/or advertising assistance. And lets face it##comma## smaller businesses with limited budgets need the most help. My company gives the smaller independant business owner a place to turn to for Marketing planning##comma## budget analysis##comma## design and concept creation – all at a rate they can afford!
What type of business or organization do you operate?
We are a sole proprietorship for a few simple reasons. One##comma## I want to stay the same size as my customers. I like being a smaller business myself. I practice what I preach and I understand my customers because I am just like them. I really don##aps##t have the need to incorporate##comma## have multiple partners or anything like that because my business is based out of our home##comma## we have very little overhead##comma## I mostly use freelancers and subcontractors for larger projects – because I like to keep the cash-flow within the self-employed##comma## sort of a giving back to the community mentality. I don##aps##t have any desire to be the biggest agency on the block##comma## keeping it simple is keeping it real to me so being a sole proprietor has worked great!
How many employees do you currently have?
1 fulltime – me!
How did you originally discover the idea for your organization?
Well I really developed my business model out of what I saw was a need. I looked at all of the great advertising agencies out there and I looked at all of these so called ##quote##smaller businesses##quote## and realized they can##aps##t get the benefits of these agencies because they can##aps##t afford the astronomical rates they charge. A smaller business in the Advertising world is considered any company who spends $500##comma##000 or less per year on their marketing/advertising. Now if you told that to a local business they##aps##d laugh! Most of their budgets are about 5 – 10% of that. So I wanted to provide them with the quality advertising##comma## graphic design and media buying at a rate they could afford. I sat and thought okay…if I was going to market my company##comma## what types of thing would I expect from an agency and what would I be willing to pay for those services. Viola! a company was formed!
How did you originally fund your organization?
Yes##comma## yes and yes…luckily with the type of consulting firm I was creating I had very little start-up needed. My company was financially backed by me##comma## a few beginning clients who were friends##comma## and nice little small business loan. To be honest with you##comma## I started my business with only $5##comma##000… It began out of my home with a computer##comma## printer##comma## telephone##comma## internet connection and some business cards…that##aps##s it!
Are you the founder of your organization?
Yes
Do you believe there is any distinct culture within your organization? If so, please describe it.
Absolutely! My whole working philosophy is this: ##quote##I would rather have ten clients I make $10 from##comma## then one client I make $100 from.##quote## Word of mouth is the biggest and least expensive form of advertising. A referral##comma## a recommendation##comma## etc. can grow your business like wild fire. People talk and they tell each other when they are satisfied with a great product or service. More importantly##comma## they tell each other when they aren##aps##t. Being 100% honest##comma## being friendly##comma## being accessible##comma## and being me is the most important way I could run my business. I run it like it##aps##s my life##comma## not like it##aps##s my job and I treat my customers like I treat my friends and family.
What obstacles or challenges have you faced in your organization?
One obstacle at first was self disapline. I had to learn to be a little more dedicated to my business. It##aps##s very easy to just say ##quote##oh##comma## it##aps##s a beautiful sunny day out##comma## I##aps##m going to the park.##quote## That was very minor. I hate having to collect money from people. Chasing people for payment on a job can be a pain – a first I would be too trusting and say Oh you don##aps##t have to give me a deposit or anything up front and I had gotten burned a few times##comma## unfortunately##comma## business is business and you do have to set some payment standards##comma## which I did##comma## BUT I am flexible on them and really try to work with the customer on setting up a payment structure they are comfortable with.
Did you accept any advice along the way? Do you believe new organizations should be open to such advice?
Very! The best advisors are someone who is already doing what you want to do##comma## mentoring is huge##comma## interning is great. You have to start somewhere. Research##comma## research##comma## research.
Did you receive any help along the way from other businesses or organizations? If so, how and from whom?
I have belonged to a number of lead sharing groups##comma## referral groups. They work really well##comma## it##aps##s a great way to make contacts and meet other small business owners to share tips and ideas. I highly recommend them. Another great resource for me has been IdeaCafe.com. They are a great website for generating leads##comma## giving and getting advise and making yourself known. It##aps##s been a really useful tool.
What have been the keys to success in your business? What do you believe are the keys to success?
Truth##comma## kindness##comma## talent##comma## knowledge##comma## word of mouth##comma## dedication##comma## will.
What kind of relationship do you establish with your customers or clients?
I don##aps##t really consider myself to have an edge or really try to compete with anyone. My biggest concern is not to necessarily be number one##comma## but be the best at what I enjoy and offer something I know other##aps##s value. There is always room for one more…variety is what this world was built on. God made man and thought ##quote##ah##comma## that##aps##s cool##comma## now lets try something different##comma## and then there was women…##quote##
What types of marketing do you employ?
I practice what I preach to my clients. plan out an ideal marketing strategy…then I work on little facits of it and build on it as my budget grows. It##aps##s best not to put all your eggs in one basic##comma## because not everyone likes eggs…All different medias really complement each other so it##aps##s more to your benefit to have a few different tools of marketing going simultaniously. But on the other hand it##aps##s not good to spread yourself too thin and try a little of everything. BALANCE is the key. If they see your ad in the morning paper##comma## hop in the car and hear a radio spot while they drive by your billboard##comma## you##aps##ve hit them three times##comma## and your image sticks.
Do you employ any web or online marketing?
Note: Question not yet added at time of interview.
What role does trust play in business or in your organization?
Again##comma## the biggest mistake##comma## unfortunately is being a little too trusting when it comes to expecting people to pay their invoices…so I did have to set up payment standards for myself.
Did you struggle with starting your own organization or venture? Why did you decide to begin on your own?
Note: Question not yet added at time of interview.
What books or resources would you recommend for individuals starting off now?
Me of course! www.larsonmarketing.com##comma## coming soon. I do feel I##aps##m a very good marketing/advertisng resource##comma## or I wouldn##aps##t have started my company. Ideacafe.com too##comma## but mostly just the internet in general is a really excellent resource. You can find answers to just about anything.
Do you notice any trends in the marketplace? If so, what are they?
Note: Question not yet added at time of interview.
Do you believe networking and contacts are important? If so, how?
Huge##comma## unbelievably important. Very helpful to talk with your fellow entrepreneurs. Also…pass your business info onto every family member and friend##comma## give them each atleast three packets##comma## one for them to keep and two to pass on.
What do you think about contracts and other legal obligations? Are they important in your business?
Note: Question not yet added at time of interview.
If there is one thing that would sum up your advice to new entrepreneurs, what would it be?
Be honest to your customers and yourself.
What, if any, final advice do you have for new entrepreneurs?
Research##comma## ask questions##comma## but most of all try…just do it##comma## get out there and give it a shot.
