Cheale Villa’s branding and design business, Visual Caffeine, did very well in Detroit, Michigan. The client base was strong, she was very active in the Detroit business network, and she had a strong support team for client delivery. Unfortunately, several of the larger clients relied heavily on the automotive industry for revenue, and the market was failing. Clients started drastically cutting back. Cheale’s business teetered on the brink.
The biggest lesson she learned—and wishes to share with other business owners—is not to have too many eggs in one basket. Main revenues coming from similar industries made her business more vulnerable to a fluctuating economy.
Relocating to Charlotte presented an opportunity to rebuild and become stronger than ever. Diversifying client industries, focusing on more small businesses, and having clients locally as well as internationally led to steady growth along with expanded services based on the business needs and changing technologies. Working with smaller businesses also meant she had to become flexible with how she structured her fees. Monthly retainers are a great gig when you can get them but aren’t possible for most small businesses.
“Most businesses can sell anywhere with today’s technology,” Cheale said. “Look for ways to expand your services that can help your existing clients and build a strong brand that will attract new business. Find creative ways to keep overhead down without diminishing your brand. And when crisis happens, stay strong, consistent with your brand and keep moving forward because it is only temporary!”
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