Business At A Glance
- Startup Costs: $2,000 – $10,000
- Home Based: Can be operated from home.
- Franchises Available? No
- Online Operation? No
Business Overview
Like many other industries in our baby boomer-driven economy, the fieldof advertising is experiencing a major downsize. Where clients used toturn to the Madison Avenue-type majors on “the Coasts,” they’re nowlooking to smaller, friendlier, more specialized agencies in smallercities–why not make one of them yours?
If you love turning a cleverphrase and marrying it with smart graphics, the thrill of the chase forthe elusive client, all combined with savvy marketing, then this is thebusiness for you. A one-person ad agency is a lot more fun than thegiant conglomerate size. You get to wear all the hats from copywriterto graphic designer to media buyer. (If your skills don’t run towriting or designing, you can outsource and give another small-businessperson the business.) But keep in mind that your clients will rely onyou to know it all. You’ll not only create those winning ads but placethem in the proper media spots and negotiate good rates. The advantagesto this business are that it’s creative and keeps you on your mentaltoes.
The disadvantages are that you’ll usually be rushing to meetdeadlines, you’ll occasionally have to juggle your own artisticsensibilities with your clients’ desires, and just as for DarrinStevens, the competition can be fierce. While a background in the fieldis not a must, you’ll find the going far easier if you have experienceat an ad agency, public relations firm, or even in the sales orproduction department of a magazine or newspaper.
If you don’t have anysort of advertising background, consider specializing in a field whereyou do know the ropes–say writing ads for boat-sales brokers andboating publications if you’re a boating fanatic.
The Market
You’re not likely to wind up with the Nabisco or Kodak accounts, butonce you eliminate corporate monoliths, your clients can be just aboutany business or organization you choose to go after. It’s wise to startoff with a field you know. If you’ve been in the business already, youmight go with the same types of clients. If your prior experience is onthe minimalist side, try specializing in your own interest zone, likeboating or gardening. Or try going after a certain business type likerestaurants or boutiques. How will you nab these special businesses?
- Network in your community.
- Place ads in publications catering to yourchosen field of interest.
- Send direct-mail pieces featuring yourcreative talents to the companies you’re targeting.
Needed Equipment
You’ll need a high-end computer with a Zip or other external drive, theusual office software, desktop-publishing software, a laser printer, atop-quality color printer, a scanner and a fax machine.