Every new business runs into hurdles. Money, time, skills, confidence. Some people wait for the perfect moment to start. Others decide to start anyway and figure it out along the way.
One of our favorite examples of the second group is Collette Divitto.
A story worth remembering
Collette was born with Down syndrome and grew up loving to bake. In high school she created her own cinnamon chocolate chip cookie, and friends and family liked it so much that she named it "The Amazing Cookie."
After college, she moved to Boston and spent about two years looking for work in offices and bakeries. Employers told her she had great skills, but they kept saying the same thing: she was not "a good fit."
So in 2016, with help from her mom and sister, she started her own company, Collettey's Cookies. She asked a local grocery store to sell her cookie, and it became her first customer. In early 2017, after a local TV segment about her aired, orders poured in. The Boston Globe reported that she had thousands of cookie requests within days.
Collette faced challenges most of us never will. But the way she got started holds lessons for anyone launching a business.
Four lessons for getting started
1. You don't need permission
When no one would hire her, Collette didn't wait for someone to change their mind. She built her own opportunity. If you have an idea and the skills to back it up, you can take the first step yourself.
2. Be willing to learn new skills
In the early days, most owners wear every hat: sales, bookkeeping, marketing and the actual work. You won't be an expert at all of it right away, and that's fine. Learn enough to keep moving and get help where it matters most.
3. Start with the network you already have
Your first customers often come from people who already know you. Think about friends, family, former coworkers and neighbors. They may need what you sell, or know someone who does.
4. Lean into what makes you different
Collette's story and her one-of-a-kind cookie set her apart. What sets you apart? It might be your story, a unique product or the way you treat your customers. Figure out what it is and say it clearly everywhere you can.
The printed basics most new businesses need
Once you are ready to open your doors, a few printed pieces go a long way toward looking established and helping people find you:
- Business cards: still the easiest way to leave your name and number with someone you just met.
- A logo and simple brand look: so your cards, signs and website all feel like the same business.
- Signage: a storefront sign, banner or yard sign tells people you are open and where to find you.
- Flyers or postcards: a simple way to announce your opening to the neighborhood or to people who already know you.
You don't need everything on day one. Start with the pieces that help customers find you and remember you, then add more as you grow.
Keep going
The early days are often the hardest. Being willing to take a risk and put in the work can get you through the slow stretches and give your business a real chance to grow.
How AC Graphix can help
Starting something new? Our designers can help you build a logo and a consistent look, and we can print your cards, signs and mailers. See our design services and printing, or tell us about your new business.
Frequently asked questions
What printed materials does a new business need first?
Most new businesses start with business cards, a simple logo, a sign so people can find them, and flyers or postcards to announce the opening.
How do I find my first customers?
Start with people who already know you: friends, family, former coworkers and neighbors. They can buy from you or refer you to someone who will.
