Starting Your Creative Business in 6 Steps
You now understand what Creative Entrepreneurship means, it's various forms, and who a creative entrepreneur is. The next logical question would then be how one can actually set up their creative business/enterprise. Starting a creative enterprise is quite similar to what entrepreneurs in other fields would go through. However, there are a few nuances when it comes to creative entrepreneurship, and this is why we need to lay out its process too.
1. Figure out what you are good at and love doing
What's your creative hobby? Have you always been particularly talented at drawing since you were a kid? Do you make really good videos? Do you sing well? Are you a skilled craftsperson? Figure these things out and list them down if they're more than one. Now it isn't just enough to find something you're good at; you must also identify which one of those things you love the most. On the creative entrepreneurship journey, your passion and love for what you do are extremely important, perhaps even more important than how skilled you are. That passion will go a long way in helping you overcome certain hurdles you'll inevitably face along the way. Find that creative craft you love the most and do best, then move forward with that. This will eventually become what we would call your ‘niche'.
2. Identify who is willing to pay for your product or service
Now that you've discovered what you're good at and wouldn't mind doing all day over the next couple of years, it's time to identify who you can sell it to. Like with every other product or service, you need to find an audience whose needs your creative product or service can meet. It is also equally important that people within this audience are willing to part ways with money to meet that need.
If you're an illustrator who loves to illustrate animals, then potential target customers for your work could include pet owners, animal lovers, or wildlife enthusiasts within the city you live. If you're a musician or instrumentalist, look for a fanbase for your music. If you make decorative or wearable traditional crafts, look for the kind of people who wear them or love to use them in decorating their homes. In all of this, make sure you find a market that can and will actually PAY for your services. Very important.
3. Give your business a name and a corner of the internet
Next is setting up your business. After identifying a passion, skill set, and market to sell them to, the next step is to start developing the initial aspects of the business. First of all, you'll need to name your business. Give it a unique name that also hints at the product or service you're offering. You may incorporate your own name into the name of the business if you want it to be more of a personal brand. Just make sure you use something that sticks and can resonate with your target audience. After this, you can craft a mission statement and list a few values you want the business to be associated with. This can even be done before naming the business.
To have all of this information accessible to your target customers in one place, you'll need a website. Using low-code tools/website builders, you can easily set up your first portfolio website, booking site, or online shop, depending on what you're selling. Most website builders, such as WiX, WordPress, Vzy.co etc., have free versions, although their capabilities may be limited. As the business grows, you can invest more into a paid plan and the improvement of the website if needed. You're good to go as long as what you have now shows your audience your work and allows them to buy your product/service and contact you.
If you cannot create a website, you can start sharing your work on social media and set up a website much later. Social media platforms are a great place to get eyes on your work. You can even set up an official account with shop-like features on some platforms. As they are a great way to reach potential customers, social media platforms will eventually form a major part of your marketing plans.
4. Register your business and handle all legalities
All businesses involve some amount of paperwork. If you're starting a creative business, you'll usually have to do this (in as much as you probably don't want to — yes, we're creatives too, and we understand. It's boring but necessary work). The last thing you want is for your business to go against any local law or legal process, which could lead to fines and complications. Depending on where your business is based and its type, these processes might differ, and you may or may not have to do much paperwork. Carry out research to understand all the legal processes required for setting up your type of business in your area and ensure you sort them all out before you start operations.
5. Brand your business
A name isn't enough for your creative business to stand out; you'll also need to work on adequately branding the business to stand out from the crowd. Hire someone to work on a proper brand strategy and identity (or you may do it yourself if you have the skill), including a unique logo, brand colours, a brand font, and more. In a world where many other businesses may be selling the same product or service as you, you must make your business stand out to your market and give them a reason to recognise you and pick you over your competitors.
6. Start marketing the business
Finally, your business is ready to be put out there and begin operations. After setting up your business, one major aspect that can make or break it will be marketing. Marketing, unlike most of the above points, is a continuous process. You have to put your business in the face of your target market because they can't buy what they haven't seen or heard about. Develop a proper marketing strategy that leverages social media, email, word of mouth, and referrals. Ensure you measure the results of your marketing efforts so that you're able to track what works for your business
There you have it! You've set up a creative enterprise! As creatives, we mostly want to spend all our time on our crafts and avoid most other aspects. However, the moment you decided to upgrade that craft from being just a hobby to becoming a creative enterprise, all of these other aspects were brought into the equation. You HAVE to treat it like the business it is.
When you start, you'll probably have to go through most of the steps alone (unless you’re in a partnership) but do not hesitate to seek the help of professionals when needed, such as in the case of legal processes or in branding your business. As the business grows, you may eventually come to a point where you can now employ others and delegate some of these tasks to focus more on the aspect you love the most.
For now, here’s all the information you need to start. Let's kick off this new business, shall we?
