The Direction

Intro

Your business is exactly that, your business! While it isn't 100% necessary it especially helps when it's about something you love.

The more you love it, the higher chance you have of lasting long enough to see a profit. For some, doing something you don't love can be its own punishment.

If you're going to the effort of starting your own business and everything that entails, it just seems like you may as well be absolutely, wholeheartedly obsessed with the thing you're getting into.

Interweaving Streams

I started a brand, which led me to start a retail shop, which in turn led me to start a distribution company. All three have done well over the years, but rarely at the same time.

Sometimes, I regretted having to split my focus across three entities; at other times, I counted my lucky stars that I had all three when two were not doing so well.

It's hard to say if undivided focus on one would have made up for the difference or not, and if I had had to choose one to focus on, I wouldn't have known which one to pick.

But over the years there has been clear benefits for me in having multiple and interweaving streams of income.

I'm not saying you should start three businesses; I'm just saying you should be open to the potential interweaving income streams. Especially when starting out, as you are unaware of what exactly will work.

I'm going to give some examples of ways I've made money over the years as well as some ideas I've played around with and thought about over the years.

Pay attention to the way certain opportunities arise as well as the business within the business frameworks.

Examples of Interweaving Streams

Graffiti Artist

In my early 20's I worked in a skate and scooter shop that started selling Graffiti Art supplies, coincidentally Graffiti Art was a life long passion of mine, an art form I'd been practising for many years.

Parents would come in to buy skateboards or scooters for their kids and started seeing all the art supplies and posters and magazines displaying the graffiti art.

A parent asked me if I knew anyone who could paint art like that in their house, of their kid's name, on their kid's bedroom wall! I said I could and they paid me $200 for what took me 30 minutes and cost barely anything in supplies. I ended up doing this for multiple customers too.

On another occasion a parent who saw all the art and art supplies asked if I knew anyone who could teach her son how to paint like that. She said he was getting in a lot of trouble and couldn't participate in school but he was absolutely obsessed with graffiti and that if someone could teach him how to paint she'd be able to get funding from her son's distance education provider. I said I could and went on to get paid what felt like an astronomical amount compared to my retail salary. I'd spend a few hours with her son each week teaching him everything about aerosol art from can control to the history of the art form. Eventually taking him on an expedition to a popular (legalised) graffiti wall in our neighbourhood where he was absolutely stoked to be able to contribute a piece of art among some of the greatest artists in our city.

One day I was just going about my life working my usual retail job, the next day I'm getting paid to teach paint art in people's houses and teach others how to do it too.

Videographer

My friends and I once found ourselves riding our scooters and filming clips in a highway ditch street spot opposite a karate dojo. The owner came out and approached us. He struck up a conversation then pointed at our camera and started talking about how he wanted to start making karate tutorials and post them on YouTube. This was maybe 2012/13 too so the guy was pretty early to the YouTube game in that sense.

Anyway, he asked if any of us wanted to make some money filming and editing the videos for him and I took him up on his offer.

I went on to make hundreds of dollars from just a couple of sessions with him.

At the time, I was earning $20 an hour working 9 to 5 in a retail shop, but filming videos for him I made around five times my hourly rate.

Operating a camera was just a side-skill I'd picked up by trying to capture my friends riding scooters. But by this point, my entrepreneurial drive was ramping up, and I was seeing opportunities appear.

Youth Instructor

You might start promoting your 'skateboard lessons' company, only to attract the attention of someone from the local council looking to hire someone to host a skate competition at the opening of a new skatepark in their town.

I once started a petition to upgrade my local skatepark which attracted the attention of our town's mayor who ended up hiring me to run a string of skatepark competitions and hiphop workshops.

In my experience trying one thing can very easily expose you to totally unexpected but welcome opportunities.

Similarly, a friend of mine made it known that he was starting a business teaching scooter lessons. His announcement attracted the attention of a youth worker who suggested the idea of teaching a "Scooter Maintenance" class at their youth centre.

The job pays three times the amount of an average scooter lesson and is booked 8 lessons at a time. It has since spread throughout their network to multiple campuses creating a full time wage on less than part time hours for my friend.

Luckily, he didn't just say, "Sorry, I only do scooter lessons." He kept his mind open to interweaving income streams.

Skateboarding or Scootering could be swapped for any sport or activity you're good enough at that you could confidently teach the ins and outs of it to a beginner.

And don't just think in terms of teaching the sport. You can potentially teach about the equipment involved too. I've worked with people who make a living taking old bikes to youth centres and teaching the students how to fix them up.

Youth centres and councils are desperate for passionate professionals in fields that engage the youth, such as action sports for example. They have budgets that are incentivised by youth engagement, but the average youth worker can't skate, paint graffiti, or make hip hop music. So they always seem excited by those who can and are willing to embrace a professional role and run workshops.

I don't think I could make a living solely as a hip hop artist relying on streams and concerts. But I'm certain I could make a living teaching hip hop music production at youth centres. After all, when I was 15, I was taught hip hop music production by a guy who made a living teaching students hip hop music production… see what I did there?

T Shirt Company

If you wanted to start a T-shirt company, you'd probably have a better chance surviving if you learnt how to screen print T-shirts yourself and offered that as a service to the droves of hopefuls that start T-shirt companies every year. You'd be making your own t shirts a lot cheaper too meaning you would have to sell a lot less to make a profit each month. Albeit more work.

A lot of people's first business idea is a clothing company. They think of a cool name and logo and want to put it on some hats and shirts. They've got some money saved up from their job, so they do what they think they're meant to do, which is order 100 shirts and hats for their brand. I think many would-be entrepreneurs have gone through this motion, but so few of them ever reorder and keep it going. They quickly realize how hard it is to get 100 people to buy a shirt from them. It can be discouraging for sure, but there are better ways.

One thing I've always kept in mind over the years is that every time an entrepreneur goes through this common clothing company startup phase, there's a t-shirt printer on the other side of the equation making money regardless of the customer's long-term success, because their business is simply screen printing the design onto the t-shirt. If you've ever heard the saying "In a gold rush, sell picks and shovels," I think there's a bit of an overlap here in this example.

But what if you learned how to screen print t-shirts? You could make your own shirts for your own brand at a fraction of the cost while also having a second business printing t-shirts for others. You could also make your own brand's shirts to order (as the customers buy them), in small batches opposed to ordering bulk and waiting for them to sell — keeping your hard earned cash on standby instead of in the form of 100 t shirts in the garage.

This way, you would not have to sell as many t-shirts to survive, because your profit margin on each item is higher. And you are more likely to survive as you have a direct-to-consumer income stream as well as a business-to-business income stream.

YouTube Channel (Golf Example)

I've thought a lot about all the businesses I'll (sadly) probably never start. One of them is just going all in on content and media creation in something I'm passionate about. The beauty of that route is that you get to genuinely do the thing you love until you find a way to monetize it. For this example, it's golf. But you can use your imagination to apply the same principles to something you love.

I've seen the way that opportunities open up to those who put themselves out there to the point that I've come to see "just starting" as a precise tactic. Which is why I think making a YouTube channel about something you love is as solid a business plan as any.

I love golf. So, something that would be incredibly fun for me would be making a YouTube channel where I play golf at all my local courses (eventually traveling further and further), reviewing the courses, and creating YouTube and Instagram content such as Course Reviews, Hole Reviews, and just golf vlogs in general.

That alone, on a long enough timeline, is a potential business, but it would rely primarily on lots of views of your content. So, I think while filming and editing the content for yourself, for your own business and fun, you could also create packages of content and try to sell it to golf courses for use in their social media outreach.

This act alone could open up a whole world of opportunity for you, just reaching out to business owners with a product ready to purchase. Not asking for work like everyone else, but saying, "Here, this is ready! If you want to purchase it."

I think people underestimate how valuable even a small audience can be. And overestimate how hard building physical products actually is. Which is why I think there's also an opportunity for passionate content creators to create physical product brands. Having specialized products manufactured under your own brand name, and selling directly to an audience you already own and engage with is such a direct channel with a huge margin. You wouldn't have to compete with the major golf companies on product and price because they would not be able to compete with you on audience connection and brand loyalty.

Podcast Studio

For the last couple of years, I've had a podcast for my online scooter shop.

Setting up a decent podcast studio is quite exhaustive. After years of doing it on and off, and having to pack down and set up the studio equipment many times in different houses and warehouses, I decided I wanted a permanent spot for it. A place where I could really spend the effort to create a nice studio and keep it set up week to week, ready to go, as opposed to packing it down so it's not taking up my living room all week when it's not in use.

After a lot of searching and even a bit of haggling (which is rare for me), I finally found an office that had nighttime access and wasn't too expensive. I signed a lease and went all out on the setup.

Once everything was finally set up, I had a thought.

I wondered how many people out there wished they could do a podcast for their business but didn't have the equipment, the knowledge to operate the equipment, or somewhere to set it all up. I've already got it all; I'm already doing it all. Surely, not everyone who wants to do a podcast has to go through everything I've just experienced.

So, I decided, why not? I'll make my services available to others and see if anyone wants to help cover the cost of renting this office. Here's the ad I posted:

"Podcast Studio and Engineer in Logan $399 — 2-hour session — Includes everything.

You and a guest can rent the space, and I'll act as the engineer. I'll set up the audio and video, press record, then leave the room.

Or perhaps you have a business and want someone to interview you? I'd be happy to! Explaining your story and why you're good at what you do on video will do wonders for your business (speaking from experience!).

I will handle everything and give you the final edited, ready-to-upload files.

I can also help with content management, such as getting your stuff listed on YouTube and Spotify, and embedded on your website.

Up to 3 mics. 1 video angle (as seen in photo) (angle can be changed)."

Within days, someone responded: "When are you available?"

It didn't end up converting into a sale, but that was enough for me to see some potential, to somewhat validate the idea. To know that I was right in thinking there are other people out there who would value this setup and my experience.

One Gumtree ad, 66 views, and 1 warm lead at $200 an hour — pretty damn good.

I was doing this podcast for myself, for my business, and for my own enjoyment. But had I been a bit more attentive to my Gumtree ad, it could have easily turned into a whole business of its own.

Not only could it evolve into its own business, but as a podcasting enthusiast, selling the service would naturally introduce you to a roster of individuals on a wavelength similar to yours. Every booking could potentially add two new guests for interviews on your own podcast. You'd have access to the cream of the crop.

Scooter Lessons

Working in a Skate and Scooter Shop, I was the person people spoke to if they were hosting a youth event anywhere in our city. If a new skatepark was opening, or if there was a youth involvement initiative, they'd reach out to the local skate and scooter shop for help with organizing a competition or workshop.

A couple of scooter moms saw an opportunity to create a business where they'd position themselves as the go-to organization for any scooter-related event in our state. They did an exceptional job securing contracts from the government and local councils.

However, they weren't scooter riders, so they'd come to me to deliver the lesson, workshop, or competition.

It started as pocket change for me, but eventually, they needed a certain level of reliability that prompted me to ask, "Well, what is that worth to you?"

I was astonished when they came back with $250 for a one-hour workshop.

Imagine that — 10x my hourly rate at the time. And if they were paying me $250 for an hour-long workshop, how much were they earning? This realization broke my worldview.

How can people work 40-hour weeks and barely make enough to survive when one can literally earn $250 in an hour?

I realize now it's nowhere near as straightforward as that, but at the time, I was mesmerized by the opportunities. It felt like everywhere I looked, regardless of what I did, options were materializing. Almost as if the business gods were smiling down on me, and the universe was bending to my will.

I didn't recognize it then, but looking back now, I can't help but see all the interconnected opportunities that kept me afloat through the years of entrepreneurship, even if many of them occurred before I became a full-time entrepreneur.

Do It Yourself

While on the topic of direction and picking which way to go it's very common for people to start a venture with someone else. I think it comes about because it's so natural to discuss your desires to start a business with those around you, all it takes is a bit of inspired back and forth between friends and you've got a business plan going, a name and maybe even some merch on the way.

I do not recommend this. I've personally regretted doing this and have mentored multiple people through the same experience.

It just becomes too hard and too awkward when you aren't both aligned at the same time.

You end up resenting the other person for not working as hard and often as you. And then you only hurt yourself and the business further by not working harder on your business because your partner isn't and you don't want to keep perpetuating that same unfair balance.

It's all well and good when you're starting out and everything is fun and it's about hyping each other up and getting the ball rolling, making something out of nothing.

But when you've single handedly made $1000 and have to give $500 of it to someone who you feel didn't do as much for it, it becomes a complex situation.

All that being said, there are exceptions, I currently co-own multiple businesses, meaning I have multiple different business partners, I've learnt to make it work.

But for someone starting out in business, trying to take control of their life and freedom, the last thing you want is to be relying on someone else whose motivation and consistency you have no control over.

How To Pick Something

There are a few things to consider when it comes down to picking something to start.

What am I going to love doing?

What am I going to be able to do consistently for a long time?

What am I naturally or already good at?

What am I likely to be able to make a liveable amount of money from?

What are the things that must happen before I make a liveable amount of money from this?

How long will that take?

Do I have savings to get me through? Or, can I make this work alongside my current job?

Is there a market for my offering? and if yes, how tough is the competition?

The priority in which you place the weight of these answers will dictate what direction you can and can't go.

If you've got savings, you're all good. You can try something until you either run out of money and go back to work or succeed as an entrepreneur.

If you don't have savings, and you cannot make your idea work alongside your existing job, then you need to go back to the drawing board.

If you love doing it and you're naturally good at it, you might be onto something! But will you be able to do it consistently for a long time? For example, I love making YouTube videos, and I've seen growth for my business when I've produced them. However, I've also been notoriously inconsistent. If my business relied on me doing that regularly, I would not be in a good position.

Being brutally honest, determining whether or not you can make a liveable wage from it is crucial! That's probably the factor we want to prioritise. If we can't earn a liveable wage from it, then it's not really a business, is it? It's more of a hobby, which would require a business or job to fund. Considering the potential for a liveable income can really help narrow things down.

Closely related is the question: What are the things that must happen before I make a liveable amount of money from this? In other words, what inputs are needed to generate the desired output? What is every single step needed to earn a liveable wage? "Getting a customer" isn't a comprehensive answer. What comes before that? You might need a website with a contact form, or an e-commerce store. Make a list of every step required to be:

1. Officially in business, and
2. Officially earning enough to live on.

Be realistic about the steps. (Also, see The Math module).

To find out if there is a market for the service or product you want to offer, it's as simple as seeing if anyone else offers it. To gauge how tough the competition is, you could see how many people offer it; the more there are, the harder it is to stand out. But this is where the newcomer's advantage kicks in. If you're starting from zero, you're hungrier than all of them. You'll pick up the phone quicker, reply to messages faster, and you'll be ecstatic to take the work. When absolutely necessary, you can charge less too! No big business with overheads and protocols in place can compete with the underdog on a mission to feed his family.

Estimating how long it will take (before you can live off it) is challenging before starting. That's why starting is essential; you can at least measure your input vs. output.

After making a sale or booking a client, you have a framework for assessing the required input for the desired output. From there, identify the specific path the customer took to your product and concentrate on the things that generate revenue.

For instance, if you're advertising on Gumtree, Facebook Marketplace, TikTok, and Instagram Reels, but realise 9 out of 10 customers come from Gumtree, then perhaps don't spend too much time on Instagram, TikTok, or Facebook Marketplace. But I digress...

Copy and paste these questions into a word document and write out as many possible answers as you can. Consider all options, combinations, and variations for all your business ideas to narrow it down to something you feel confident in.

Conclusion & Notes

The T Shirt Company, YouTube Channel, Podcast Studio and Scooter Lessons all show a framework of how to make a business within your business or existing job, so that you're more likely to be able to survive.

When it comes to getting going there inevitably comes a point when you must select a direction, if for no other reason than to actually start, allowing further possibilities to emerge.

From there, it's a delicate dance between unwavering persistence in your goal and keeping your eye (and mind) open to emerging opportunities as they arise.