Dreamers Into Doers -- marthastewart.com

Doer of the Week: Linnette

What were you doing (careerwise) when you decided to create your own business?
After college, I had been working as a toy designer for a couple of years in New Jersey and was very homesick. So I decided to move back to Miami and found a job creating graphics for a T-shirt company. After a few years of doing that, I missed designing toys; Miami did not have options for toy designers at the time, so I decided to open up my own toy design company. I have been designing toys since and named my company Peekaboo Studios, LLC. In May 2009, I wanted to supplement my business with another creative venture that would allow me to expand into another "mom" market -- selling printables in an Etsy shop and blog called PaperGlitter.

When did you start your business?
Peekaboo Studios, LLC, was started in February 2004; PaperGlitter was started in May 2009.

When did you know that you could really make a go of this?
To be honest, I had no idea! But I had to follow my dream of being independent and doing something I really enjoyed.

How did you turn your dream into a business plan?
I believed the ideas could work. I tried to come up with solid products for both businesses that would call attention to the markets I was targeting.

What inspired you to do this?
Aside from wanting to do something on my own, I wanted the flexibility of working out my own schedule.

What was your start-up cost? How did you get the money, and what did you use it for?
For Peekaboo Studios, I saved about $2,000 before I started. This allowed me to get a good computer, scanner, paper, pencils, Adobe Photoshop and Adobe Illustrator, some business cards, and an e-mail account. That was all I needed to get started. I made a few sample portfolios and sent them out to people in the toy industry to let them know I was in business, and the calls started to come in shortly after.

For PaperGlitter, since I sell printables, the cost was nearly zero as all the work was done on Adobe Illustrator, which I already owned. The "goods" I was selling were digital and sent via e-mail so there were no tangible items or shipping costs to worry about.

What was the biggest obstacle?
Luckily, the only downside was keeping up with the orders for both business ventures. I was blessed to have had support so quickly.

Did your friends and family support your dream?
Very much so -- they were my biggest cheerleaders.

How did you maintain your confidence when doors were closed in your face, when people didn’t get it or said “no”?
You have to believe that your product rocks. Originality speaks volumes: Clients will know the difference, as your products will stand out, and you will find that you will have to do little talking if your product really is apart from the crowd … it’ll speak for itself.

How long did it take for your business to become profitable?
It was really right off the bat for both businesses! In running a design business, everything is digital and the work being sold (both my toy design illustrations and the shop's printables) is sent via email. The low overhead costs really helped in that respect.

What’s the hardest part of what you do?
Definitely balancing the toy design business and the Etsy shop while working from home, raising a toddler (and now being pregnant again), and spending time with my amazing husband.

What's the most fun part of what you do?
I get to illustrate and design toys, or create paper craft projects in any given day.

Where do you work from?
I have two home offices. One is located in Miami and another is in Homestead, Florida.

Do you have employees?
I do not have any in-house employees but I do hire freelancers frequently to help in my toy design business. I find that this way (especially in this economy) is the most cost-efficient process.

Do you have entrepreneurial role models? What’s so inspiring about them?
But of course -- Martha Stewart! I read her book ("The Martha Rules") on a business trip in 2005. I could not put it down! It had great advice. I would say she is so determined and very goal-oriented. I am amazed at all of her accomplishments and how she doesn't let anything stop her.

How did you learn and acquire the skills you use to make your business successful? How do you continue to grow and learn?
I have loved drawing and paper crafting since I was a child. I continued to take interest in visual arts in high school, followed by an industrial design and graphic design program in college. All that training led me to want to create "cute" things. So, naturally, I can see why I leaned towards toy design in college. Today, I take online courses with Lynda.com. I sharpen up my software skills often as well, so I can be on top of what’s new.

What's the best piece of business advice you ever received?
Don't stand behind anything unless you believe in it.

What is your favorite product or service that you offer?
For Peekaboo Studios I like the foam-core paper models of toys. For PaperGlitter, my favorite is the Paris Party Kit -- it sells like hotcakes!

What advice would you give to Dreamers who haven’t become Doers yet?
What are you waiting for?

Keep Up with Linnette and Peekaboo Studios
PeekabooStudios.com
PaperGlitter.com
CutePrintables.com
Facebook.com/paperglitter

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Comment by Nono on October 8, 2011 at 2:42pm: hi Linnette !! just one sentence i can say about you and your work ... you are my true inspiration! :)

Comment by Paula Celaya on May 29, 2011 at 6:00pm: i love your designs linette!!!!! great interview!

Comment by Bird's Party on November 24, 2010 at 8:08am: HI Linette, what a great interview! So encouraging to hear your story! WOW! what an inspiring career!
I also find it hard balancing family and professional life, and nice to know it can be done!

Lovely to meet you!
XOXO
Bird

Comment by Lindsay~LCVintage on November 23, 2010 at 3:42pm: Congrats Linnette! Great story!

Comment by A To Zebra Celebrations on November 20, 2010 at 11:30pm: So nice to see your pretty face!!!! CONGRATULATIONS!!!! Well deserved! Your work is outstanding!!! ~Nancy~

Comment by My Sweet Craft Cakes on November 19, 2010 at 2:31pm: Awesome!!! A Big Congratulations to a Dreamer following her Dreams!!!

Comment by Paula Catania on November 19, 2010 at 8:46am: Very Talented! Good For YOU!!

Comment by Kate Sanner on November 19, 2010 at 6:59am: Congratulations Linnette!

Comment by Amy Locurto on November 18, 2010 at 12:18pm: YAY!!! What a nice surprise to see your face as the feature! Congrats:-) You rock!

Comment by Cherrl-Lou Jacobson on November 18, 2010 at 10:31am: Thank U 4 such fast feedback. I thought I heard a fabulous swooshing sound! Yes, Martha helps us all rock 'n' roll, & having the support of MSLO is awesome. We're not alone in all of this which is gr8! Thx again 4 the tips on how 2 focus & prepare.

Comment by Terry Grahl on November 18, 2010 at 10:21am: Congrats Linnette! ox

Comment by Linnette ~ Illustrator & Crafter on November 18, 2010 at 10:08am: Oh and Cherri: YES! Her book was amazing! I highlighted each step and go through them from time to time to keep me focused. It was a great inspiration as at the time I was headed to NYC to try to gain more clientel and totally prepared with the book and in turn, it helped. Martha ROCKS!

Comment by Linnette ~ Illustrator & Crafter on November 18, 2010 at 10:00am: Oh my--you are all such great encouragement. Thank you so very much. I am deeply touched :)

Comment by Anu Majkvist on November 18, 2010 at 3:58am: How exciting businesses! The best part to read was that you get to do somesting that you lova any given day. All the best!!

Comment by Cherrl-Lou Jacobson on November 18, 2010 at 1:17am: Isn't it totally amazing how Martha's book changed our lives??!!! Thank you for sharing with us. Many congrats your way!

Comment by Ann-Margaret Arnold on November 18, 2010 at 12:03am: Congratulations, Linnette!! Very well deserved!! You are one talented lady, and I wish you much continued success! :)

Comment by Audrey Novak on November 17, 2010 at 11:45pm: Congrats Linnette!!! This is too cool ;)

Comment by Rupa Wickrama on November 17, 2010 at 9:48pm: Congratulations!

Comment by Dana Moore on November 17, 2010 at 9:45pm: Very cool! Enjoyed reading about your businesses!! Way to go!

Comment by Lisa G.~ Polka Dot Pound Cake on November 17, 2010 at 8:47pm: Congratulations and you go girl ! 2 thriving businesses, ....what a wonderful accomplishment.