Ideas, Creativity, Research based Courtney Goes Ideas, Creativity, Research based Courtney Goes

The one page marketing plan every creative needs

Very few creatives go into their field with a solid business or marketing plan. Most creatives ‘fall into’ their profession from dabbling in a skill as a passion or a side project that eventually organically evolves.

If this is you, well done on making a career out of your passion! But if you’ve got the ability to generate a higher income by charging more, attracting more clients, automating some of your processes or monetising elements of your business, why wouldn’t you?

iphone and computer on bed one page marketing image.jpg


Very few creatives go into their field with a solid business or marketing plan. Most creatives ‘fall into’ their profession from dabbling in a skill as a passion or a side project that eventually organically evolves.

If this is you, well done on making a career out of your passion! But if you’ve got the ability to generate a higher income by charging more, attracting more clients, automating some of your processes or monetising elements of your business, why wouldn’t you?

Don’t be put off thinking you need a complex 10-page document outlining every little detail and strategy. Nobody’s got time for that. I like to keep it simple, so instead let me introduce you to the 1-Page Marketing Plan.

The one page marketing plan

It’s exactly what it sounds like - a clear understanding of what you’re offering, to who, and how you’ll get it in front of them, summarised on one page. This means you can stick it on your wall or somewhere prominent and easily remind yourself with a glance what you should be focused on.

Who it’s for

In short, anyone selling a service or product. For those of you who work under your own name, make no mistake - you are a business. If you’re not already thinking this way, this is a fundamental shift in mindset you need to make first.

If you work for someone else, this is still relevant to you too. Your employer sees value in you that they’re willing to pay for, and having a plan around how to maximise this value can be hugely beneficial for your career.

Let’s dive in with an example of one for a completely made up business running art workshops for kids:

Courtney Goes - The 1-Page Marketing Plan Example.png

Above: An example one page marketing plan. Download a free template PDF

As you can see, it’s made up of 10 simple boxes for you to fill out:

Product/Service

This is about what you’re selling in the simplest form. Keep it short and sharp, with only a few words maximum.

Audience

Who’s actually paying for your product or service? This might be different to who your product or service is for. In the example above, the service is for kids, but the audience is actually their parents because they’re the ones paying.

Pain Points

If you can pinpoint the deeper reasons why your audience is seeking out your product or services, you’re onto a winner. This will help you write benefit-focused copy that speaks directly to the problem they have.

Value Proposition/s

What is it that makes you and/or your business truly different? What sets you or your product apart? You might have a significant amount of experience in your field, or your product is handcrafted locally. Whatever makes your product or service special, put it here.

Influencers

I’m not talking about Instagram influencers here, although they could factor in. Consider who might influence your buyer’s decision. In the example, teachers and the kids participating in the workshops would be strong influencers on whether their parents enrol them or not.

one page marketing plan notebook image.jpg

Key Message

Think of it this way: if you were chatting to someone while ordering a coffee, what’s the one thing you’d want them to walk away knowing about what you offer? Keep this short and sweet - our human brains simply can’t retain too much information so if it’s long-winded, people don’t remember anything at all.

Free Channels

Write down every free channel you can think of that you could reach your audience or their influencers through - both online and offline. Now go back and highlight the ‘quick wins’ that are likely to have the biggest impact.

Paid Channels

This is the same as the free channels box except, you guessed it, paid. This will often refer to advertising, but it could also be things like competitions (because giving away product costs you money) or paid partnerships and collaborations. Be specific here - instead of ‘Instagram’ you might write ‘a collaborative competition with brands X and Y on Instagram’. Come up with as many ideas as you can, then highlight the channels likely to have the biggest impact.

Cost

Time is money, so consider both the financial and time implications of focusing on the free and paid channels you’ve listed. Consider whether this is something you can truly commit to.

Goal/ROI/Success Metric

How are you going to measure whether all this time, effort and potentially money has paid off? By writing a SMART goal in here of course! This could be anything from a particular number of bookings, sales, a specific return on investment (ROI) or adding people to your email list.

Whatever makes sense for you, write a maximum of three here and make sure they’re specific and timebound. I recommend not looking more than three months into the future to keep you focused

I strongly recommend reviewing this at least once every few months to keep you focused on one thing at a time. For example, your goal initially might be to increase subscribers on your email list, and the rest of the page is also focused on this. Then the following month might focus on converting a percentage of these subscribers into customers or clients.
Most of all, this is designed to be completely flexible so I encourage you to download the empty template and find what works for you.

Courtney Goes is a Melbourne-based digital marketing and brand consultant with experience across a range of industries in Australia, the United States, and the United Kingdom. Since leaving the corporate world in 2016, she’s been on a mission to help women make smarter marketing decisions to elevate their businesses and personal brands through simple, effective strategies. Working mostly with creatives, freelancers, and female-owned startups and small businesses, she provides clarity, structure and accountability to get real, tangible results. She has also launched Marketing Emporium, a resource hub designed to provide simple and straightforward marketing advice. Contact her at courtneygoes.com.

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Ideas, Creativity, Research based Emily Wills Ideas, Creativity, Research based Emily Wills

Why desire and motivation pull us in different directions

Every new year I promise myself that I will get in shape. My vision is toned and tight, tanned skin and an ability to lift my body weight effortlessly. I go to the gym, I do yoga, I eat well, drink heaps of water. For a few weeks I’m moving towards my goal and starting to feel and see results. My mood improves, I feel confident, capable and strong. And then… out of the blue, I start skipping classes as I meet my own destructive personality habits and inhibitors.

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3 min read

"Our lives are defined by opportunities. Even the ones we miss."

F.Scott Fitzgerald, 1922.

Every new year I promise myself that I will get in shape. My vision is toned and tight, tanned skin and an ability to lift my body weight effortlessly. I go to the gym, I do yoga, I eat well, drink heaps of water. For a few weeks I’m moving towards my goal and starting to feel and see results. My mood improves, I feel confident, capable and strong. And then… out of the blue, I start skipping classes as I meet my own destructive personality habits and inhibitors.

In her book, Write; 10 Days to Overcome Writer’s Block. Period.  Karen E. Peterson suggests that this blockage is due to the struggle between the left and right hemispheres of the brain leading to an ultimate toddler tantrum show-down. While “the ‘just-do-it’ left hand side of the brain is logical, language-based, and adult-like, the ‘just-say-no’ right side of the brain is dominant for emotion, negative memories and sensory output.”

In the moment of deciding whether or not to go to the gym, I can logically understand that going will make me feel good because it will help me move towards my vision and goals, but in that moment, my right brain wants to feel less pressure, take the easy route and have a good time. Wine and cheese in front of the telly? Oh yes, Emily, you know me so well. Right-brain wins. I lose.

The Divided Self 

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I am dragged along by a strange new force.

Desire and reason are pulling in different directions.

I see the right way and approve it, but follow the wrong.”

Ovid, 43 B.C. – 17 A.D

In The Happiness Hypothesis: Finding Modern Truth in Ancient Wisdom, Jonathan Haidt explains what he calls “the divided self” quoting Roman poet Ovid to define the difference between logical and emotional thinking. Haidt goes further than left and right brain dualism, believing that the brain is divided by four parts; Mind vs. Body, and Left vs. Right, Old vs. New, Controlled vs. Automatic, thus likening the self as a “committee whose members have been thrown together to do a job, but who often find themselves working at cross-purposes [contributing] to our experiences of temptation, weakness and inner conflict.”

This idea of a divided self is not new; Plato split the body into soul and mind; Freud divided the mind into three parts; the ego, superego, and id. The common theme among philosophers is that our multi-dimensional personalities work best when working together, instead of in conflict which each other. So how do we get our divided selves working together to achieve the things we want?

 Motivation and Drive


"We do things because they're interesting. 
We do things because we like them, because they're inherently gratifying."

Pink, 2010

Daniel Pink, in his book, Drive: the surprising truth about what motivates us, artfully surmises why we engage in some tasks, and not others. It’s interesting to note that motivation is often created after we start a new behaviour, not the other way around. Taking a single step towards achieving your goals and vision is a great start. By actively going to the gym, taking that initial action, I was on my way.

To maintain drive and momentum:

1.    Set yourself realistic and achievable goals, but be kind to yourself if you don’t nail them on the first attempt. Be a personal coach, not a dictatorial punisher. Positive self-talk is really important – be kind and patient with yourself.

2.    Scheduling is important. If I don’t have dedicated time that’s in my calendar, there’s a higher chance my inner toddler will want to sit on the floor and avoid it.

3.    Procrastination is an avoidance mechanism which helps us find alternatives to fill in time and entertain ourselves. Procrastination is fine, so long as it has a time stamp and doesn’t interfere with your non-negotiable scheduling.

4.    Give yourself mini-deadlines to review your achievements and acknowledge your loses.

5.    It can take a while to develop a new habit, so don’t give up after a few weeks. The literature suggests it can take 10 – 16 weeks, so keep up the momentum.

6.    Be aware that motivation may come and go. Ride the wave and stay connected with your desire. This will fuel your motivation when you’re feeling challenged.

7.    Life doesn’t have to full of tasks, give yourself pockets of time to play or do nothing. You’ll feel less guilty taking time out if you’ve actively made the decision to keep periods of time free and open to fill at your will.

 

References and further reading:

De Botton, A (2001). The Consolations of Philosophy. Penguin Books: London, UK.

Fitzgerald, F.S (1922).  The Curious Case of Benjamin Button. Colliers Magazine: USA.

Haidt, J (2006). The Happiness Hypothesis: Finding Modern Truth in Ancient Wisdom. Basic Books: New York, USA.

Ovid, 43 B.C. – 17 A.D. (1989) Metamorphoses. Spring Publications: Dallas, Texas.

Peterson, K. E (2006). Write; 10 Days to Overcome Writer’s Block. Period. Adams Media: Avon, USA.

Pink, D. (2010) Drive: the surprising truth about what motivates us. RSA Animation [Online] Accessed 09/06/2014 from, http://www.youtube.com/watch?gl=SG&hl=en-GB&v=u6XAPnuFjJc


Emily Wills is the creative director of surface pattern design studio, SURFACE 1°22. In her various manifestations, she has worked as a fashion designer, illustrator, curator, arts educator and printed textile designer. Emily founded the SURFACE 1°22 Design School in Melbourne, offering hands-on workshops and short courses in surface and textile design. Find out more on the SURFACE 1°22 Design School Facebook or Instagram.

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Advice and Tips, Starting a Business Liesl Harvey Advice and Tips, Starting a Business Liesl Harvey

Establishing your creative niche in a crowded marketplace: why the world still needs you

We’ve all been there.  Watching wistfully from the sidelines at our competitors’ online followings, high-profile customers and sales, or all-round enviable lifestyles as we mildly indulge in cyberstalking them (social media reflects reality, right?).  Then it hits: retreating into a cloud of paralytic inferiority, we wonder why we ever believed in achieving something similar. Surely, there can’t be space for us in a crowded marketplace already served so well?

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We’ve all been there.  Watching wistfully from the sidelines at our competitors’ online followings, high-profile customers and sales, or all-round enviable lifestyles as we mildly indulge in cyberstalking them (social media reflects reality, right?).  Then it hits: retreating into a cloud of paralytic inferiority, we wonder why we ever believed in achieving something similar. Surely, there can’t be space for us in a crowded marketplace already served so well?

The good news is that we are not alone in feeling this way – but what will define our careers is whether we stay in this place, or choose to move through it.  The bad news: in case we were hoping to copycat our way along, true and lasting success is all about authenticity, and will require us to dig a little deeper. It’s time we challenged ourselves to release the need to seek attention or to ‘stand out’ in preference of pursuing something more meaningful and lasting – after which, the rest will follow more easily.

Some reasons why you can have confidence to proceed with a genuinely valid product or service, even when the market seems saturated:

  • It’s a big world out there, with plenty of potential customers;

  • If others are succeeding in your sphere, it proves that there is an audience for it;

  • Popular products will always need more than one supplier to keep up with demand;

  • Variety is the spice of life! Just because someone (or many others) are doing very similar things, doesn’t mean your product or service isn’t valid.  After all, don’t you listen to music by a variety of musicians, buy clothing from different stores, and drink coffee from many cafés?

Next steps - where should you begin when cultivating a unique identity (ie. branding) for yourself as part of establishing your niche?

  1. Know yourself better! Successful creatives have a strong sense of identity and purpose, and truly understand what makes them tick.  Customers and audiences intuitively gravitate to them. What motivates you in this sphere? Far beyond the token ‘finding fame and fortune’ is where the truth lies.  Does your work make you feel incredibly alive, or perhaps express a deep conviction for social justice? Does it allow you to invest in your community, or support working parents? Whatever it is, be brutally honest and know that this purpose must shine through;

  2. Allow the most authentic version of yourself to be seen – loud and proud! It’s completely terrifying, but this is where the magic happens. As the saying goes, ‘if you want something you have never had, you must be willing to do something you have never done.’ It is so important to properly establish the groundwork for a distinct branding that people can engage with, believe in and share with others.  Many of us tend to draw the line at this level of public vulnerability and only pursue goals until we can cover our tracks if/when it doesn’t work out. This is one situation, however, where it’s all or nothing;

  3. Deeply consider the role of your audience: who they are, what they value, and how you can serve them in a way that aligns with your fundamental purpose.  Authentically honouring the needs of your audience also gives them permission to be the best versions of themselves – and you will see the results.

In consideration of your audience’s needs, can you add value (before they are even your customers)?

You could try:

  • offering regular professional insights via email newsletters, a podcast or social media;

  • delivering pop-up events or workshops;

  • building a community of like-minded people to champion a cause strongly aligned with your product or service;

  • situating yourself as a leader in your sphere by inviting colleagues to come together, sharing common concerns and driving initiatives to support your industry or region.

Delivering this level of consistent connection is the key to building your core tribe, and steadily accelerating your career. Treat this relationship with the utmost respect: if customers can get similar products or services elsewhere, they will choose to support you because of the bond you have built and what you continue to offer them. Ensure that potential collaborations or changes in direction remain aligned with this audience (unless you are trying to build a new one). 

As a final note on the true nature of competition with colleagues, I think it’s time we left behind notions of ‘us versus them’. We are all in this together, and innovation within the creative industries is hindered by our fragmented communities and general insecurities. This is particularly evident in Australia, where we are also relatively isolated from the rest of the world. Time spent glancing sideways or undermining each other is time taken from developing the best versions of ourselves and succeeding – which ultimately benefits everyone.

Drawing from diverse backgrounds in health, science and the public art gallery sector, Liesl Harvey’s passion lies where the creative industries intersect with business and audience development. She explores a variety of relevant topics and shares inspiration from around the globe via her Instagram account, @thedailyculturepreneur.

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Tips for launching a new creative venture

Is your dream for 2018 to finally launch your creative business? We asked four creative business owners (and CWC members) from a range of industries to share their top tips for getting a venture off the ground.

Is your dream for 2018 to finally launch your creative business? We asked four creative business owners (and CWC members) from a range of industries to share their top tips for getting a venture off the ground.

It’s never too late

Kellie Robinson, photographer and owner of Colour of Life Photography

Kellie Robinson Photo by Vicky Palmieri Photography

Kellie Robinson Photo by Vicky Palmieri Photography

I am a lifestyle photographer based in Trafalgar, Gippsland, and I launched my business, Colour of Life Photography, in 2013. Photography has been my passion for—eek—25 years, but I fell into an unrelated field after my schooling. The arrival of my children made me determined to make my hobby a career. I still marvel that I get to do this every day and that I built this myself.

What do you wish you knew when you launched your business?

That I didn’t have to spend all the money and have all the gear. If I had kept it simple from the beginning and stuck with what my heart was telling me, I wouldn’t have done a big circle back to where I began (with lifestyle photography). By keeping it simple and perfecting the gear that I had, I would have saved a lot of money, time and effort. But then again, it brought me to where I am now, so all lessons are good, aren’t they?

What has been your biggest obstacle and how are you overcoming it?

Seeing myself as an artist. I studied photography when I was in high school but I never considered myself an artist. I can’t paint… I can’t draw… I just like taking photos. I still have that stuck in my brain. It took me over twenty years to call myself a photographer and I still pinch myself when I do, so baby steps for me I guess. In the meantime, I’m continuing to educate myself and practice my craft. If I have learnt anything, it is that it is never too late. It wasn’t too late for me to make my hobby a career and it won’t be too late for me to call myself an artist when the time comes.

What is the best advice you received when launching your business?

Ask questions. Don’t be afraid to seek out support from like-minded people. You don’t have to sit in solitude if you are a solo entrepreneur—there are so many supportive individuals out there to help you in all aspects of your business.   

Photo by Kellie Robinson

Photo by Kellie Robinson

Delegate and trust

Suzan Freeman, owner of Where Things Happen letterpress print and design studio

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My love of letterpress printing began in the 1990s while studying design at the University of Newcastle. After graduating, I escaped to Sydney and London, working in print (packaging, design and advertising) and later at integrated agencies. Since moving back to Newcastle and becoming a mother, my desire to build a business doing something I loved became very important to me. I thought it would mean saying adios to the long hours and stress of working for the big fellas (she says typing at 11pm on a Monday night).

In 2011, a designer friend and I found an 1852 Albion hand press for sale in a scrap metal yard on the outskirts of Newy. We fell in love. Since then, I have been gifted a 1920s Arab treadle press and managed to buy a black ball 1940s Heidelberg platen. I love working with each press, finding out about its individual abilities and temperaments. I also love collaborating with other creatives who have a passion for making things happen. Every day is different. I hope I never stop learning and evolving.

What do you wish you knew when you launched your business?

I wish I had more confidence in my own abilities. It’s taken many hours of unpaid work to develop the techniques and an understanding of each press; sometimes there aren’t enough hours in a day.

What has been your biggest obstacle and how are you overcoming it?

Knowledge. There are fewer and fewer people to ask. Some retired printers are amazing and have gone out of their way to help me, while others are simply not interested. Let’s face it, it’s a male dominated industry and I’m regularly asked if I have a handy boyfriend or husband (insert eye roll).

What is the best advice you received when launching your business?

You can’t do everything, so find help from people who are specialists in their own areas. Delegate and trust.

Letterpress work by Where Things Happen.

Letterpress work by Where Things Happen.

 

Don't take on projects that don't feel right

Allison Smith, architect and director of Studio 15b

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Studio 15b is a small architecture and interior design practice. I started the business as the founding director in 2013. We aim to provide a practical approach with our small team giving personalised service and individual attention to each project. We have a wide variety of experience in residential, multi-residential and business fit-out projects.

What do you wish you knew when you launched your venture?

Being the sole director of the business means you can never totally switch off. It’s difficult to take a holiday without having to do some work and to keep one eye on the business. This is one aspect for people to consider before taking the big step of starting a business. On the reverse side, there are many advantages, such as having the flexibility to work the hours and times that suit my lifestyle. I’m very glad to have taken the plunge.

What has been your biggest obstacle, and how are you trying to overcome it?

Having a baby while running a business. I managed the hardest part by being extremely organised, having huge commitment to the challenge (working nights, weekends and any chance I got), dedicated staff plus a supportive husband and grandparents.

What is the best advice you received when launching your venture?

An older, wiser architect once said to me, 'Don’t take on projects that don’t feel right for whatever reason.' He said you are better off sitting on a beach earning nothing and enjoying life rather than dealing with people who don’t respect you or projects that are not adding value to your business in some way.

The Golf House project by Studio 15b. Photo by Christopher Frederick Jones

The Golf House project by Studio 15b. Photo by Christopher Frederick Jones

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Tips for surviving the holiday season in a creative business

The silly season is here! This time of year can be a busy and stressful time in a creative business. Here are some useful tips on what you can do to survive the season and come out the other side feeling healthy, refreshed and energised

Christmas holidays creative business stress

The silly season is here! This time of year can be a busy and stressful time in a creative business. Here are some useful tips on what you can do to survive the season and come out the other side feeling healthy, refreshed and energised, from Sally Cumming, director at Engage Health, a provider of mental health, resilience and injury prevention programs.

Plan ahead

Being organised in the busiest of times can make you more efficient and less stressed. Planning and organising the tasks in advance will leave you time to concentrate on what you need to complete at that time.

Be mindful

Mindfulness meditation is very effective in reducing stress levels and changing pathways to improve thought patterns. It also activates the right side of the brain, which enhances creativity—something that can benefit you all year round.

You can learn how to do this by listening to guided mindfulness recordings. (We love the free Smiling Mind guided meditation app.) Try practicing mindfulness meditation during everyday routine activities, such as cleaning, cooking, shopping, brushing your teeth and showering. Notice when your mind wanders away from what you are doing and gently bring it back. Over time, this will create new neural pathways in the brain, enabling you to remain more focused, calmer and less likely to react when the tension rises.

Recognise stress

With practice, you can learn to recognise and identify your stress triggers, helping you stay in control when the pressure builds. Like any skill, mindfulness takes self-exploration, discipline and regular practice. We all have the ability to remain calm and to avoid burnout if we learn how to recognise the early signs of stress and how it affects us.

The first step is becoming aware of our triggers. How does stress manifest itself in your body? Do your neck and shoulders appear tighter? Does your mind race, your heart beat faster or your stomach feel like it is in knots? These are all common physical sensations associated with the stress response and are different for each person. Paying close attention to these early signs of stress will allow you to stamp it out early.

Come to your senses

It is important to recognise that the body’s ‘fight, flight, freeze’ state is a hard-wired physiological response to a perceived threat. The body can also overreact to stressors that are not life-threatening, such as work pressures, traffic jams, and so on. The good news is you can outsmart this overactive physiological stress response by engaging the five senses. The practice of using your senses immediately sends a signal to the brain’s limbic system to let the body know it is safe from harm and danger. This rapidly stabilises your emotions and will calm and ground you in the present moment.

Learn to relax

We all need to find balance. It is not always easy to remember that taking the time for relaxation and/or exercise is just as important as getting work done. Each morning when you wake up, try staying in bed for five minutes and doing gentle breathing to allow the mind to become still. This will elicit the relaxation response, lower your blood pressure and release any muscle tension.

To de-stress at any time, try this simple relaxation exercise: breathe in through your nose for a slow count of three, allowing your belly to fully expand with air. Breathe out through your mouth for a slow count of five. Continue for five minutes. Follow the breath as it comes into and leaves the body. Be mindful of any unhelpful thoughts and let them pass through the mind.

Be active

Try to do some exercise every day. A brisk walk, light jog, bike ride or swim will do wonders for your mind and body. Being active will also relieve stress, improve sleep and increase your energy levels. Aim for 30 minutes of aerobic exercise five times a week. If you are already doing this, increase it to 45 minutes. If you exercise three times a week, move it up to five times a week. Studies have proven aerobic exercise suppresses the stress hormone cortisol, which has also been linked to excessive weight storage around the midsection, so suppressing it could benefit you both ways.

Be safe

Slowing down and being mindful will also protect your body from harm. If you are at markets packing boxes for delivery or lifting heavy objects, always ensure your spine and body are in the correct position. Before lifting, make sure there is an obvious ‘S’ shape in the spine and avoid undesirable ‘C’ shaped curvatures. Maintaining a lumbar curve is extremely important to ensure the lower back does not take unnecessary load or strain. To do this, widen your stance and stick out your bottom (similar to sitting down onto a chair or a weightlifter’s squat). Always brace your abdominal muscles and use your glutes and leg muscles to lift the load. Regular stretching and flexibility exercises will ensure your spine stays in a healthy position.

Remember to laugh

Laughter is one of the best ways to reduce stress, so don’t forget your sense of humour. The times when we start to lose it are the times we need it most! Try to enjoy this busy season and plan effective strategies to help you stay in control and stay safe.

Happy Festive Season!

Sally Cumming is the director and lead corporate wellness consultant for Engage Health. She is a certified mindfulness practitioner with the Mindfulness Training Institute of Australia as well as an ESSA-accredited exercise physiologist. Follow Sally on Instagram (@engage_health) or LinkedIn.

Jes Egan is a ‘practical creative,’ doing the business in a digital agency, being an artist and an university lecturer. Follow Jes on Instagram (@paper_chap). 

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Interviews with Creati... Kate Shannon Interviews with Creati... Kate Shannon

Interviews with creative women: Kin & Kind

Sydney-siders Miriam Raphael and Josie Jones met through their children’s daycare, and connected over a shared longing to contribute to their community and bring parents together in a meaningful way.

Photo by  Asch Creative

Photo by  Asch Creative

Sydney-siders Miriam Raphael and Josie Jones met through their children’s daycare, and connected over a shared longing to contribute to their community and bring parents together in a meaningful way.

Over a number of play dates, the idea of Kin & Kind was born. Through Kin & Kind, Miriam and Josie run parent-focused workshops and events which upskill, stimulate and connect parents.

Their program is truly inspired, from making bush toys for city kids and creative indoor gardening, to making iPhone movies and decluttering. Plus there’s an onsite crèche where little ones can be entertained while mum or dad are meeting new friends and learning a new skill.

Miriam and Josie share some insights into running their new creative business, balancing family and work, and the importance of spending time with like-minded creative people.
 

Tell us a bit about your backgrounds. What led you to start Kin & Kind?

MIRIAM: I was working as a freelance writer, editor and radio producer. I spent six months last year travelling in the US with my family, and decided that on my return I wanted to do something different, that preferably didn’t involve staring at a computer all day (writing online listicles!). I knew I wanted to be part of a community initiative where I could produce something tangible each week and connect with other parents.

Josie was a daycare mum friend with a background in corporate marketing.  We were both surprised at the dearth of parent-focused activities in the mid-week morning space and about the lack of authentic parenting conversation (that didn’t revolve around feeding your kid solids or decorating a nursery). She was thinking along the same community-focused lines and the idea developed over a couple of playdates back in February.
 

What was it like to start your own creative business?

MIRIAM: It’s an unbelievable experience. So many highs, so many lows. Kind of like having your first child! I can’t believe how much we’ve learned in such a short time. I love that any idea that we have, we can try and make happen and believe me, we have plenty. But then, there are so many ideas and only two of us! Plus we’re responsible for everything from getting bums on seats at every event to making sure there’s enough coffee to go around, which is no small undertaking. Keeping up the energy and motivation especially on a difficult day is also hard – we really lean on each other.

In terms of rewards, there’s nothing better than hearing positive feedback about something you’ve created from scratch. Nothing. When someone tells us they loved the event, met a new friend, or went away with a new skill/perspective on their lives… we literally do a happy dance! 

It’s wonderful being able to tailor the business around our personal lives so we have the flexibility to do kid drop-offs and be there for all the school activities. I do not miss having to ask permission to come in at 9:15 am so I can drop my daughter at school. 

Photo by Studio Something

Photo by Studio Something

How do you put together your program and decide what and who to feature?

MIRIAM: There’s so much noise out there in the parenting space, so we want to stand out with interesting, thought-provoking content. I use the same skills I did as a radio producer, and ask the questions: ‘Is it a compelling story?', 'Are they good talent?’ We use a general litmus test, ‘Is this something/someone that would inspire and excite us?’ If it doesn’t, it’s out. We can’t sell that.

JOSIE: We do lots of research and spend time talking to others about what they are interested in and the topics parents are grappling with. We also regularly survey our parents to find out what really motivates them.
 

How important is it for creatives to connect with other likeminded people?

MIRIAM: So important! I often forget this as we get so focused on the nitty gritty of each event. It’s easy to get bogged down in the practical details and lose sight of the bigger vision. Then I’ll have a coffee with another business owner creative and suddenly be filled with excitement and ideas once again. You never know where a conversation will take you… also these connections are a great space to vent and normalise the challenges we all have to deal with.
 

How do you make time for creativity in your day-to-day lives?

MIRIAM: I’m passionate about books and long-form journalism. I was inspired by Lorelei Vashti who replaced Facebook with a subscription New Yorker app on her phone. It’s totally cut down my Facebook use (Instagram is a work in progress). I’m a podcast obsessive which I squeeze in while cooking/cleaning up and hustling the kids around. My current favourite is Invisibilia.

Josie loves to blog. She’s a prolific writer and finds it really therapeutic… I have no idea where she finds the time!

Photo by Studio Something

Photo by Studio Something

You both are juggling a creative business and family – do you have any tips about making it all work?

JOSIE: Ha ha, I wish. Designating time for work and kids/family is really important. So it’s good to know how much time in the day you have for work and working out realistically what you can achieve in that time. Because there are two of us, it does make it easier to lean in and lean out when kids get sick or there is something happening at the kids’ school.

I recommend having an open and honest conversation with your partner about the load they will pick up regarding childcare. It’s tempting to load it up on the small business owner who works from home! But this isn’t good for business, family or your sanity.
 

Who are some other creative women who are inspiring you at the moment?

JOSIE: Miriam! Also Uldouz Van Eenoo from The Mother’s Den. I just finished her Success Circle and it was a brilliant experience.

MIRIAM: I’m inspired by women who are honest about the mess and chaos of life and kids, but still manage to be brave, create and get sh*t done. The designer Elke Kramer, artist Emily Besser and all-round creative Johanna Bell are friends who energise me in this way.  
 

What would you say to other women considering starting their own creative business?

JOSIE: Just do it. It’s OK to have high ideals but be conscious about whether any of those high ideals are stopping you from just getting going. Nothing is ever perfect and you have to be prepared to adapt and change the business as you go. Talk to as many people as you can – but like all the advice people give new mothers, you must work out what advice works for you and where your values are before you can decide what path to follow. Not everyone’s advice will work for you. But equally if someone gives you advice that you don’t like, ask yourself why this rankles you – does it highlight a shortcoming you’re not ready to address or is it just bad advice?
 

What can workshop participants expect when they come to a Kin & Kind event?

JOSIE: All our events are different. The common thread is that each one connects and (hopefully) inspires parents to engage their post-baby brain, start conversations and laugh. It’s not to say that parents don’t do those things daily, but this is about giving parents permission and tools to be more than just someone’s mum or dad.
 

What do you hope for the future of Kin & Kind?

JOSIE: Is global domination not enough? In all seriousness, what we want is for Kin & Kind to be part of a change movement that supports, encourages and makes it possible for all parents to feel comfortable taking time out for themselves. We strongly believe that when parents look after themselves and invest in themselves, it is good for them and good for their kids. As long as that happens, we will be happy.

Website / Facebook / Instagram (@hellokinandkind)

Kate Shannon is a freelance writer based in Brisbane after many years living in Darwin. She spends a lot of her time in the garden with her two little girls, and loves writing and learning about creative people, flowers, and plants.    

Photography by Asch Creative (first photo) and Studio Something (

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