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JanetScott
here publishing inc. | janet@heresj.com | Business Development | 01/03/2003 | Small Business Owner
Janet Scott is Owner and Business Development Manager of here publishing inc. a company that produces a weekly news and entertainment newspaper in Saint John##comma## New Brunswick##comma## Canada
What kind of training or education did you acquire before your venture?
I have been a business owner for the past three years. My formal business training is limited as my educational background is in science and education. I have always enjoyed leading projects and ran a summer student venture when I was 23.
What services or products does your organization offer?
We publish a weekly newspaper in Saint John##comma## NB targeted at the 18 – 35 demographic.
What type of business or organization do you operate?
We are an incorporated business. Personal liability was a huge factor in deciding on this legal structure.
How many employees do you currently have?
8
How did you originally discover the idea for your organization?
Running a newspaper requires a lot of overhead expenses. We have grown from an organization that was primarily volunteer-run to a company that now employs 8 full-time and part-time employees.
How did you originally fund your organization?
Eight people chipped in $150 to get the business off the ground. Two years later an Angel investor contributed significant capital to take us from a bi-weekly publication to a weekly one.
Are you the founder of your organization?
I was one of four orignal owners
Do you believe there is any distinct culture within your organization? If so, please describe it.
We##aps##re very laid back##comma## but there##aps##s a strict division of responsibility. Our company is deadline driven##comma## so people really have to hussle to get work done on time.
What obstacles or challenges have you faced in your organization?
Our greatest obstacle was introducing a new product into the Saint John market. No one had ever launched a weekly alternative newspaper before##comma## so both advertisers and readers were slow to accept it.
Did you accept any advice along the way? Do you believe new organizations should be open to such advice?
Advisors are critical. We had both financial and legal advisors. We still made lots of mistakes and fumbled around a bit##comma## but it helped to know we had people to turn to for guidance.
Did you receive any help along the way from other businesses or organizations? If so, how and from whom?
Large companies that target the 18 – 35 demographic like Moosehead Breweries and Aliant Mobility have helped our business grow. Their advertising support has been critical to our success.
What have been the keys to success in your business? What do you believe are the keys to success?
The key to our long-stay existence has been slow growth and managed overhead expenses. Without this##comma## our cashflow would have suffered.
What kind of relationship do you establish with your customers or clients?
We are the only newspaper of this kind in the city##comma## so our competitors are other advertising vehicles like the daily newspaper and radio advertising. It##aps##s tough to compete with them because they##aps##ve been in the market much longer##comma## but we##aps##re slowing trying to show our value by keeping accurate statistics##comma## and marketing our product.
What types of marketing do you employ?
We have bright orange newspaper boxes on the streets. These are by far the best marketing value. Aside from that##comma## we##aps##ve held fun sales mixers for potential advertisers and work hard to make our marketing material fresh and professional.
Do you employ any web or online marketing?
Technology is very much a part of our business. All of our computers are completely networked##comma## we build the newspaper using Quark Express##comma## and we send the finshed file to our printer via FTP.
What role does trust play in business or in your organization?
We probably should have spent more time and money heavily marketing the newspaper when we first launched it. It has taken awhile for people to learn who we are and what we do.
Did you struggle with starting your own organization or venture? Why did you decide to begin on your own?
I##aps##ve always liked having control over my life##comma## and developing new products and ideas##comma## so in a way##comma## I##aps##m not surprised that I##aps##m doing this. I just never thought of myself as an entrepreneur – more of a leader.
What books or resources would you recommend for individuals starting off now?
I really like Jennifer Kushell##aps##s book##comma## The Entrepreneur##aps##s Edge.
Do you notice any trends in the marketplace? If so, what are they?
Companies are consolidating resources. It##aps##s difficult to be in business if you either aren##aps##t part of a conglomerate or in partnership with other businesses.
Do you believe networking and contacts are important? If so, how?
Contacts are essential. I##aps##ve rarely made a sale on the phone. In-person meetings are where deals are done.
What do you think about contracts and other legal obligations? Are they important in your business?
It takes a lot of time and hard work##comma## see success. The difference between successful businesses and unsuccessful businesses is often that business owners get frustrated by slow growth and decide it##aps##s not worth it.
If there is one thing that would sum up your advice to new entrepreneurs, what would it be?
Since my background isn##aps##t in business##comma## I think it##aps##s possible to learn by doing. Just make sure you have access to resources##comma## so you know where to turn when you have a question you can##aps##t answer.
What, if any, final advice do you have for new entrepreneurs?
If you have a good idea##comma## have done your research##comma## and are willing to work long##comma## hard hours##comma## don##aps##t wasted time. Just do it. Now is the best time to take risks -before you have a family to consider.
