Category: Marketing

I wonder if I was born an entrepreneur.  Maybe I just learned, at an early age, that it was more fun to have money than not to have money.

My earliest recollection of my ability to earn money was at age 6, when I sold flowers which I took out of the nearby Lutheran Church garbage bin. 

Faithfully on Mondays, the church secretary would put the flowers in the bin; and faithfully after school (first grade), I would take the flowers out, tear out the bad spots and sell them.  I would go along the neighborhood streets, door-to-door, peddling my flowers minus the bad spots.  I was successful at it.  People would give me coins for my little bunches of flowers tied by a red string and when I would get to my last bouquet, I’d knock on the door of the home where the Catholic nuns lived.  A very warm and loving sister would give me a small picture of Jesus, in lieu of coins, for my flowers.  I did this every Monday like clockwork. 

Later on, after selling all of my flowers I took my accumulated pictures of Jesus and gave them to some to the old folks at the nursing home next door to the church.

Somehow, at an early age, I had an “eye” for what could be special to someone else for which I could be paid.  I must also have been undaunted, creative, imaginative and have had a measure of freedom from my parents.  I am certain, though, that I tremendously enjoyed this.  I made special friends. 

Whenever the carnival would come to town, I’d go to the “penny pitch” and return home with enough ash trays, glasses, bowls and plates to set up shop.  With my card table placed in front of the house, right alongside the sidewalk, I’d sell my wares for ten cents each.  I made a profit and I always sold out!

Then I really got into business with my lemonade stand, which I would faithfully set up every Saturday morning and keep it up until 2p.m.  At age 6, I was selling lemonade at five cents a glass.  I remember making my table beautiful with a tablecloth (I also ironed at a young age) with the finishing touch of red and orange geraniums in a green Coke bottle.

Kids came, so did heir mothers.  Even the scary old woman who lived in the proverbial darkened mysterious house down the street sent a note, via the passing mailman, that she wanted me to bring her a cup of lemonade.  So I did and for my efforts she gave me twice the amount – 10 cents.  That was an interesting lesson: I learned about going that “extra mile”.

I then expanded to include red Kool-Aid for 3 cents a glass because it was cheaper to make and I cheated a little on the sugar.  The old woman gave me a 20 pound bag of sugar she no longer used and people liked my Kool-Aid.  Later when lemons got costly, I added different flavors of Kool-Aid, even putting some dry Kool-Aid powder in small envelopes for 2 cents.  Kids could buy it, pour it out onto their hands and lick the dry and sour powder.  As summer came on I included frozen Kool-Aid ice cubes for one penny each.  By then I was 8 years of age.

Some days were filled with many trips to the house to get more cold ice water of Kool-Aid ice cubes; other days I went to and from the house because I drank more than I sold!  I stayed with this venture for three summers and most Saturdays during school.

I must confess, though, that my Mom put a halt to my entrepreneurial spirit when I charged 5 cents for neighbor kids to wiggle the stiff body of my dead cat Rusty who was on the porch in a box waiting to be picked up by the Humane society!

As I look back, I was in Lemonade Stand Training School, for I learned some lessons that are with me still.  I learned:

• I, independently, could make something happen.
• I had earning power.
• To use and sell products that I loved.
  
• I could sell things for money or by trading.
  
• How to negotiate (negotiate means that both partied are satisfied with the deal).
  
• How to be generous.  (I would give someone a whole glass of lemonade so they could taste it.  Most people would, in turn, buy more.  I also gave many free glasses to my buddies.)
  
• To be consistent.
  
• To have completed transactions.
  

The idea that I learned from my friend Leonard Orr-to have many sources of income-is a smart one and can liberate you from the dependency created by one source of income and the tremendous fear of having it taken away.  It can be easy when you relax your mind, become inventive, move from the idea of “selling” to “offering” and let go of attachment to “making the deal”.  You can be employed full-time and get involved with products or trade and “do it on the side”.

YOU CAN SELL IDEAS.  HSU and CR (local colleges) sell ideas.  If you have ever paid tuition, you have purchased ideas.  You can sell ideas by giving a class, workshop, a seminar.  You can be a consultant if you have something to advise or teach.

YOU CAN SELL PRODUCTS OR SERVICES.  There are Avon ladies and Mary Kay consultants; vendors at the Farmer’s Market and North Country Faire; there are sidewalk sales and yard sales and garage sales; there are parties to show beautiful and unusual baskets, Tupperware and intimate apparel; there are Sunrider and Blue Green Algae to take for inner health and cleansing; there’s Toby across from Arcata City Hall selling flowers; and Don in the Arcata Plaza selling hot dogs and sausages. 

He is a great entrepreneur.  He expanded his business as he saw what people wanted: coffee, tea, hot chocolate and tofu hot dogs.  He will even give you a shoe shine! There is no end to what can be available for you.  Just select a service or product for which someone will be willing to pay you. 

The workplace in 21st century will be a different configuration than we’ve known in the past.  Our mentality of largeness seems to be turning around to more simple form.  Did you know that home-based business comprises more than 50% of all new businesses in the U.S. and 75% of the new businesses in Canada?  The rise in mail-order catalogues and multilevel marketing of products is testimony that people want to buy either at home or in a more personal manner. 

The workplace in 21st century is also going to be one of the multi-careers and simultaneous careers.  If you are able to change with the changes this can be an exciting time in making money to take care of your needs.  Leonard Orr says that: we should stay with a career or product for at least 5 years or until we have become successful with that career or product so that we create patterns of success rather than failure.

So, I’ve created what I will call the “Lemonade Stand Theory” as a way to expand your income.  If you think about it you have probably done it.  For fun, jot down all of the jobs that you have ever had- all of the things you have ever sold.  Then write down all of the things you have done without pay but that you could be paid for.  You may be reminded of your capabilities and experience. 

Naturally, you must have the “glue” that holds it all together.  I think that is made up of personal energy, inspiration, self-esteem and the willingness to show up or have you or your product out where people will know about it, where they live or shop or hang out. Display it or have it available, or you be available and don’t take yourself too seriously.
     
Susan Yashoda Deschenes teaches classes in clientele building and in relaxation.  She lives in Arcata and drinks lemonade to this day.

(c) 2005 Susan Yashoda Deschenes