Processing Your Payment

Please do not leave this page until complete. This can take a few moments.

September 19, 2005

Spread the word | A chat with Jennifer Anderson, founder of Jennifer Anderson Communications in Yarmouth.

By Courtney Hill
Founded: November 2004
Employees: One
Startup costs: $5,000
Projected revenues, 2005: $50,000
Projected revenues, 2006: $75,000
Contact: 846-0672
38 East Main St., Yarmouth
jacinc1@msn.com

What differentiates your company from other communications firms?
A lot of freelance people have one area of expertise; either they're writers or graphic designers. I can offer the full scope from brand strategy to writing and design, and that puts me in competition with ad agencies and bigger organizations, where my price might make the difference. I call [my product] "clear, creative and smart communication tools." Basically it's anything from print publications to strategic messaging, newsletters and brochures to letter writing.

What made you decide to branch out on your own?
I was with United Way of Portland as a VP of marketing and communications the four years prior to branching out. So I really had a lot of great contacts, and it got to the point where I wanted a job that allowed me more [professional] freedom and flexibility. When you do marketing and communications work in-house for an organization, you are doing [their] brand work. If you are a consultant, you have more variety. I started talking to my peers and I did a lot of lunches to see if there was a need for what I had to offer.

What did people tell you when you met with them?
It looked like I could generate some clients immediately. I met with leaders of organizations or people in the marketing and communications field that encouraged me to go out on my own and to contact them once I had the business started.

You started off by targeting nonprofits. Is that still your focus?
The last 10 years I was doing specifically nonprofit marketing and communication in the greater Portland area. When I started [my business], I targeted people I knew best and focused on nonprofits. My initial relationships weren't as strong in [the corporate sector], so it wasn't my primary or initial focus.

Since then, I've broadened my scope and I have clients like Hannaford Bros. and larger for-profit companies. When it comes to nonprofits, I have a really good understanding of what they're facing as far as issues with the community and the need to create a brand for their organization. Those [issues] extend to companies and corporations as well.

How did you manage to keep your startup costs so low?
Because I offer a service and not a product I just needed a good computer. I [bought] an Adobe Creative 3 software package for writing and graphic design, and then [bought] letterhead and business cards.

What were some of the challenges you've had to face during the startup process?
Everybody knows when you go out on your own you just have to stay out there and keep your name in front of people. It is so easy to sit back and think, well, they know I'm here, why don't they call? It is constantly marketing and keeping in touch with clients and potential clients. I don't think you can survive on one type of marketing to cultivate clients. It's everything from phone calls and e-mails ˆ— that personal touch ˆ— and I do quarterly postcards that market my service.

Where do you see the company a couple of years down the line?
I plan for more growth in the business, but in the next couple of years I don't foresee [adding] employees. Right now my focus is trying to transition some of the hours I spend marketing and cultivating [clients] to the actual work for the client. Eventually, I hope to get to that point. Right now, I keep my overhead costs down by working out of the house.

What's your favorite part of the process when you're working with a client?
There is a real thrill in finishing a project that you are particularly proud of, but I also get really excited when I land a [new] client or project. I think being able to go out there and talk about what you do and then having them select you to do that project is really gratifying.


New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.

Sign up for Enews

Most Recent

Most Recent

Comments

Order a PDF