The Indie Experience
December 7, 2009
A Publication of The Indie Beauty Network
ISSN 1530-9630 | Volume 10, Issue 31
To subscribe, click here
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1. Indie On Assignment: Small Business Owners, Unite!!
2. Meet Our New and Renewing IBN Members
3. This Week's Indie Business Radio Show:
Ron and Tasra Dawson on Using Video To "Refocus" Your Business
4. Featured IBN Member: Lauren Sheahan :: LaurEss Pure
Mineral Cosmetics
:: Wisconsin
5. Indie and Small Business Resources
6. About dM, the Chief Executive Indie: How Can I Help
You??!
Make It Yourself!: Home For The Holidays Botanicals
1. Indie On Assignment: Small Business Owners, Unite!
<
-- Me, Leigh O'Donnell and Lela Barker in front of the FDA's offices last
week
Every week, I share a quick tip you can implement in your business, along with a homework assignment so you can track your progress.
Assignment #3: Support Indie Business Owners!
The tide is turning for small and independent businesses in this country, and the American dream is at stake as the federal government and states nationwide act individually to promulgate new laws to further the safety of the US supply of consumer products. This is nothing new. It has always been the job of the government to curb the behavior of businesses so the lives of individuals are not endangered or compromised.
While it has always been important for our elected officials to make citizens safe, it is also their responsibility to create a landscape that allows individual men and women to prosper financially consistent with their ability to roll up their sleeves, put their noses to the grindstone and work hard to own and manage businesses that make communities and this nation stronger.
Assignment: Please read today's blog post sharing highlights of my trip last week with Leigh O'Donnell (Handcrafted Soapmakers Guild) and Lela Barker (Bella Lucce). It's kind of long, and I apologize for that. But even so, if you have a small business, you owe it to yourself and your customers to know how new legislation could impact your ability to continue to stay in business and grow. Once you read the post, please share your comments, thoughts, questions and ideas in the comments section so everyone can benefit.
Thanks for allowing me into your email boxes and have a great week!
2. Meet IBN's New and Renewing IBN Members!!
Here is a listing of the new and renewing IBN members! You can see an entire
official
membership directory at our flagship website. You can also meet members
who are active in our social networking site
here!
Porcelain Skincare Line | Maria Nielson | Pennsylvania
Porcelain Skincare Line is dedicated to provide the
essential products necessary to keep all skin types retain water into their
skin. Our cleansing bar has Omega 3&6 The Toner has DMAE and Our Restore
Moisturizer provides copper, power hydrator and peptide. Our products
provide exactly what the skin needs to be healthy, soft and look the best.
Our products do not leave the skin oily instead your skin will be in perfect
balance.
Wholemade | Alan Halferty | Iowa
IBN Member Since June 2005. WholeMade is an Iowa based
company the makes and provides natural aromatherapeutic products including
bath salts, sugar scrubs, natural soy candles, shea butters, bar soaps, lip
balms, shampoos and conditioners. Many products are vegan and contain
organic ingredients. WholeMade produces these high quality products in
smaller batches to ensure freshness and quality.
Laurel Fork Farm | Marsha Louk | West Virginia
We hand milk our beautiful goats twice daily to get the richest, hormone
free goat milk possible to make some of the best goat milk soap money can
buy. We are doctor recommended and produce lots of other all natural
products fresh from the farm.
Bella Dolce | Amy Large | Florida
Apprentice member.
Grubbyland Candles | Sherry Hoppe | Illinois
IBN Member Since December 2007. Manufacture and sale of
candles and bath & body products.
LocustGroves Hand Made Gifts | Becky Gentile | New York
Apprentice member.
3. This Week's Indie Business Radio Show: Ron and Tasra Dawson On Using Video To "Refocus" Your Business
<
--- Featured photo: Ron Dawson and Tasra Dawson, today's Indie Business Radio Show guests
Ron and Tasra, authors of "Refocus: Cutting Edge Strategies to Evolve Your Video Business," joined me today to share tips for using video to share your ideas and how to manage a business with your spouse. The show audio will be ready in a few days. Meanwhile, check out hundreds of shows at my radio show website where you can download or stream them for free.
Indie Business Radio airs live on Mondays at 1:00pm New York Time. There are two ways to join the live show:
Listen Only: Click here at 1:00pm New York Time and follow the instructions to choose your audio player.
Listen and Chat: Once you activate your audio player (above), you can join us for the accompanying live chat on Savorchat at 1:00pm New York Time. Just click the link, sign in using your Twitter or FaceBook account, and you can join us live!
Visit the Indie Business Radio Show 2009 Archives to enjoy this year's shows. You can also subscribe to the show on iTunes by searching on Indie Business Radio.
-- Sponsor --
4. Featured Indie: Lauren Sheahan :: LaurEss Pure Mineral Cosmetics :: Wisconsin
Lauren: There were two things that inspired me to
start LaurEss: my daughter Anna and the quest for the perfect yellow
shimmery eye shadow. My daughter was 15 months old and I was determined that
I would not put her in day care. I was a stay at home mom, but as she was getting
more mobile and less dependent I was eager to find something I could do that
would give me purpose beyond motherhood. I had just discovered mineral
makeup and was on a hunt for the perfect shimmery deep butter yellow eye
shadow. After failing to find exactly what I wanted, I decided to make one
myself. Stella Gem Light was born and with it LaurEss, Inc. became a
reality.
dM: How did your prior career help you start on the right foot?
Lauren: When I went to college I wanted to study art. I loved mixing paint and blending pastels. However, it was clear to me this was not how I could make a living. Instead I received a Bachelor of Science in Business Administration from the University of Oregon. Shortly after graduation I decided to return to school to study psychology. I spent 18 months immersed in psychology research and courses. All three of these subjects seemed so disconnected until I started LaurEss, suddenly all these topics made sense and came together. By creating the products for our line I am able to tap into my love of color and blending. By helping women find cosmetics that make them feel good about themselves and strengthen their self esteem, I am able to satisfy my interest in psychology and helping people. Plus that business degree sure is coming in handy now as I deal with marketing, accounting, management, and operations on a daily basis. It is as if what appeared to be an inability to find my niche in my studies, was really just leading me here to LaurEss all along.
I also did tons of research. Lots and lots of late nights studying and researching everything I could find about manufacturing cosmetics and personal care were an integral part of my preparation. We registered LaurEss in August 2003. After months of development and the birth of our second daughter, we attended a local boutique show as a vendor. It was a one day show and we were determined to learn from it. As anyone who has done a show can tell you, the first show you do teaches you more then you could imagine. After the show we came back to the lab and tweaked pretty much everything. Our foundation bases were great, but the colors were too all over the board. There needed to be a structure if I expected people to be able to buy them on a website. I also decided to diversify our blush and eye color offerings. So while the website was being built I made adjustments and spent hours on end in my little lab blending and mixing and learning. During that year we did in person sales and home parties, than we attended the same boutique show again. In one year we had made immense strides and the line and the show were a great success.
dM: What's your niche? What makes your products special?
Lauren: LaurEss has excellent textures. Our customers tell us again and again how photogenic our makeup is and how the texture is heavenly. When we started out, I believed our strength would be eye shadows. I was terrified of making foundations. Now, foundation is the lifeblood of our company. We have three different finishes and all three sell equally well.
dM: How do you market your products? Wholesale? Retail?Lauren: We offer both retail through our online store and wholesale to other retailers. We do not offer private label, but are starting to do some contract manufacturing for other companies. We are happy to assist other companies in creating their own products and feel our knowledge in creating specific textures and finishes is invaluable to new brands.
dM: Do you participate in any trade shows or craft shows?
Lauren: We usually take part in fund raising shows for various local groups. The Gallerie of Shoppes is a fund raiser for a local group of women. They provide scholarships to local women who are returning to school. We also have participated in fund raising shows for the local symphony. We exhibited at The America Expo for Skin Care and Spa in Chicago a few years ago.
dM: What is so great about mineral makeup? What makes it special?
Lauren: What makes mineral makeup so wonderful is its simplicity. You can compare 20 different mineral makeups and even though they may all have the exact same ingredients they will all be completely different from each other. Pure pigments provide a vast range of colors, while various particle sizes of Mica, Titanium Dioxide, Boron Nitride, Zinc Oxide, etc. provide a vast range of textures and finishes. Mineral makeup has a very lightweight feel on skin. It is never mask-like or heavy. All this is achieved without adding any irritating ingredients which significantly reduces the chance of skin irritation or breakouts.
dM: What is your most popular products and why do customers tell you they like it?
Lauren: Our foundations are by far the most popular
product. All three formulas sell equally well. Our customers love the
photogenic quality of our foundations. Many mineral foundations are too
reflective and the flash bounces off and makes the skin look washed out and
ghostly. We have created foundations that have a balanced reflection to hide
imperfections and fine lines but not bounce the flash.
From recent e-mails:
Thank you so much for creating such a photo friendly mineral foundation! I
do commercial & print work and it's been really hard trying to find
something that looks good on camera and is good for my skin as well! I
really need to make sure my skin looks flawless on camera! - Maya
and
I love LaurEss, and really, your products have helped me. I do not know if I
told you this before, I used LaurEss on my graduation and let me tell you, I
really look radiant that day, I always call your foundation the "photogenic
foundation", I have my pictures that I am proud to show to anyone because I
think I look really radiant that day. - Mary
dM: What's new and exciting with your business these days?
Lauren: We recently launched a new oil cleansing gel that our customers are very pleased with. I spent many months tweaking this formula to get it right and we are excited by the feedback. It gently dissolves the minerals, which can be stubborn to remove sometimes, then rinses away cleanly. I am also developing a new (I believe breakthrough) anti aging product. It is a slow process though, but every stage is exciting.
dM: What forms of social media do you enjoy using?
Lauren: I am on Facebook daily. However I mostly use it for personal use. Reconnecting with old friends has been great since I no longer live near where I grew up or where I went to College. One of the best things is I have reconnected with people that have skills beneficial to my business. My oldest friend is now doing marketing consulting for me. One of my college friends is now writing books on natural products and she has fallen in love with our products. Another of my grade school friends is in the skincare industry and we are sharing ideas and moving toward a business relationship. It really is amazing to find people I have not seen or heard from in over 15 years and discover how we can pool our knowledge to grow and create new and exciting endeavors.
dM: Who helps your business be successful?
Lauren: Without my family LaurEss would not exist. My husband, Chris, worked in a manufacturing facility specializing in Lean process improvement, procurement and running manufacturing lines. Two and a half years ago I stole him away and put him in charge of LaurEss operations. He is vital for our success. He uses the skills he acquired in his job to help create an efficient manufacturing process as well as streamlining our order filling and shipping. Chris and I are the perfect compliments. He knows my strengths and weaknesses, and I know his and they are pretty much opposites. So he does the tasks I am not interested in and I do the tasks he is not interested in and it all balances out. Even our children want to help. They enjoy helping put the large wholesale orders into boxes for shipping. While our youngest daughter enjoys testing out all the purple eye shadows and any and all brush samples we get from our manufacturer. We truly are a family business.
dM: What do you think are the best things about being an independent business owner?
Lauren: Being with my family. Determining my own destiny.
I love knowing that what I do at work will directly impact my life and my
customers, rather then just being a cog in the machine of a large
corporation.
dM: How did you discover the Indie Beauty Network, and do you enjoy your membership?
Lauren: Originally I was interested in the insurance options. Now I derive more benefits from the joining of common interests to reach common goals. This has become especially apparent in the past month while dealing with problems many of us have faced with the Campaign for Safe Cosmetics. By joining together I believe we will be able to better educate consumers, as well as other indie businesses, about personal care safety issues than a politically driven lobbyist group. Who better to teach the public than those of us who have started our own businesses with the goals of creating safe and effective products?
dM: What tips can you offer for people who are looking to start a business?
Lauren: One of the most important things to do as a new start up is to really do your research. I know all too well how tempting it is to hurry up and get the business up and running so you can start making money, but take your time. Learn everything you can about whatever products you are trying to make, whether it is candles, creams, or eyeshadows. Research what others have done right and wrong before you. Learn about the science behind it not just the crafty side. Make something unique, do not look at a popular product and think you make it and sell it for a lower price. You will not succeed in the long term if you are not original. With a very strong knowledge base to build on, you can only succeed.
dM: What business book have you enjoyed and why do you recommend it to others?
Lauren: A favorite of ours is The Tipping Point by Malcolm Gladwell. This book is extremely relevant to small businesses. It describes what we are all working towards which is that point in time where all the hard work and long hours pays off and you tip towards success. It also outlines many great case studies about how the Gladwell Laws of Epidemics work when we least expect it. It is a very inspirational book.
dM: How has owning a business enhanced your life? Any regrets?
Lauren: I started my business because I wanted to be more than just a mom. I love my job, I love being able to have my family with me all the time. The hardest thing is that I am always working. There really are no breaks, weekends or vacations. Every once in a while I think it would be nice to just be a mom, but then my brain starts tweaking a recipe way in the back of my head and I know that this is as much a part of me as my kids are.
dM: What has been your biggest Indie Business challenge so far, and how are you overcoming it?
Lauren: Bad decisions. We like to call them the cost of doing business, but there have been some expensive mistakes made that we could have avoided. Whether it is going with a web designer that does not work out out or trying to cut costs on a graphic designer. It is easy to waste lots of money and time on choosing the wrong people or firms to complement your business.
dM: How, if at, all is the current unusual economy affecting you and your business?
Lauren: The current economy is bleak. We are weathering the storm. About a year ago when the economy really tumbled, we refused to take part in the recession. We created a new job, expanded into some new markets and have continued development of new products and lines. Over the year though it has become very clear that no matter what we say, we are going to be effected by the recession. Domestic sales are down and average order size is down. Our international sales are improving though so it has balanced out. A year ago I would have expanded, started something new and defied the recession. Now, I would say it is not a good time to do more than weather the storm.
dM: What are you doing when you're not working in your business? What are you hobbies?
Lauren: I am almost always working, whether it is at home or at our facility. I do enjoy my Facebook friends also. When I finally get to turn off the computer I spend time with my family. This summer we enjoyed time on the river here in town. My oldest daughter learned to ride a bike without training wheels. Our girls are in dance class once a week and Chris and I take that hour to go have a mini date at the pub next to the dance studio. We are both very big football fans so every Saturday we are cheering on the Oregon Ducks and Sundays we are all about the Green Bay Packers. I enjoy crafts including painting, sewing, needlework, and beading. Unfortunately my crafts have been mostly ignored this year. I am hoping to get back into them now that the weather is turning cold. I also do a lot of reading.
dM: Please give an idea of your annual sales.
Lauren: We have seen our business grow by 50% each of the last 3 years; this is a trend we hope to continue.
Connect With Lauren:
E-Commerce:
http://www.lauress.com/
5. Indie and Small Business Resources: Give 'N Take @ Our Social Networking Site!
<--
Featured photo: our home page screen shot, featuring the
pretty smile of Terri Simmons of Mangoberry Botanicals in Georgetown, Texas!Each week, I make additions to the site so you can enjoy it even more. Each day, a new IBN member is featured and there's also a fun new poll where you can share your favorite fall fragrance oils.
There are also some brand new fun and informative discussions going on all the time. Here are some recent highlights -- join us with your thoughts and experiences, and find out what other people in your industry are doing!
Looking for ambergirs to make perfume: any leads?
Help me stop my bath salts from getting all clumpy: any leads on ingredients to address this problem?
Another great soapmaking class from The Nova Studio: cold process soap design with leaf molds
Veda Sun launches new virtual meditation classes: awaken, ignite, launch!
Handmade holidays at Brambleberry: stocking stuffers and last minute holiday treats!
Why not use lead candle wicks? Lisa Kasper tells you why you should avoid them
Savannah Moon Holiday Gift Set: Rose deliciousness!
What every small business should know about accepting net 30 terms: Jennifer Kirkwood reports! (LOL!)
Jeanne Kissman and some other Indies shipped a holiday care package to Iraq: support the troops!
6. About dM, the Chief Executive Indie: How Can I Help You??!
How can I help your women's group or conference gathering?!!
Donna Maria Coles Johnson, the Chief Executive Indie, helps small and independent businesses owners, combine smart sales and marketing strategies with integrated, branded digital media tools to create relationships, expand their sphere of influence and increase sales. Through her blogs and weekly radio show, dM delivers helpful and entertaining content that inspires, encourages and informs small business owners worldwide. Known for her innovative yet friendly style, dM's expertise has been showcased in Entrepreneur, Global Cosmetics Industry, Working Mother, the Wall Street Journal, the Chicago Tribune, National Public Radio, ABC World News This Morning, WUSA-TV9 (CBS Washington, DC affiliate), Ebony and a host of other regional and national media outlets.
Whether the topic is integrating career and family, leadership, small business ownership or new technologies, dM has a life-changing presentation for you and your audience. Contact dM today at donnamaria @ indiebeautynetwork.com to discover how she can contribute to your unforgettable conference or gathering event.
If this issue of The Indie Experience has been useful to you, please feel free to hit the Forward key and share it with a friend, or you can link directly via URL to this issue here.
See you next week! In the meantime,
Enjoy your life, build your business and have your way!
Donna Maria
Editor, The Indie Experience Newsletter
www.IndieBusinessBlog.com
Copyright (c) 2000 - 2009 by IBN and Donna Maria. All Rights Reserved. Unauthorized distribution or reproduction is prohibited. IBN does not necessarily endorse any product, event or ideology featured in this newsletter or on IBN's website. All information is provided on an "as is" basis and no express or implied warranties are given. Any use of the information contained in this newsletter or on IBN's web site, including recipes, is solely at your own risk. IBN and Donna Maria disclaim any liability in connection with the use of all recipes, products reviewed and other information. Except for sponsorships, this newsletter refuses compensation from companies to feature or mention their names or products. Opinions expressed in any Product Review are personally those of the reviewer and do not represent the views of IBN, Donna Maria (unless she is the reviewer) or any other person or company.
