The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future (37 page)

After his core business model of serving regulars was established, Rhett created “multiple streams of income” by adding a sign for a popular bakery on the back of his tuk-tuk. The bakery pays him a fixed amount each month, plus a small commission for any business he brings in. He also regularly asks his customers for referrals and testimonials to increase his client base. If a customer needs help getting to a destination outside of Phnom Penh, Rhett will find a taxi or bus driver available for hire, making sure he is honest and then following up with the customer after the trip to confirm that all went well.

He does all of this while speaking only limited English (“I practice every day, but my tongue becomes tired,” he told me) and without any formal education at all. Some of the extra money he earns goes to a savings fund, a safety net almost no other tuk-tuk driver has. His daughter is now in college, the first in their family to finish high school.

As you work to improve your own circumstances, with freedom as the goal and value as the currency that gets you there, consider how these principles apply elsewhere. I like Rhett’s story because it shows that creativity and initiative will get you far, regardless of the starting point. In many parts of the world, however, the starting point is much farther away than it is for most readers of this book. Starting a business in the developing world is often a difficult, highly bureaucratic endeavor—which is why so many people like Rhett operate in the informal sector. In some of these places, millions of people still lack access to clean water and other basic needs.

In my own business and writing career, I invest at least 10 percent of all revenue with organizations that make better improvements
around the world than I could make on my own. (This includes the royalties for this book, so if you’ve purchased it, thanks for the help.) I don’t consider this investment a charitable act; I consider it a natural response to the fact that I’ve been more fortunate than others.

While creating freedom for yourself, how can you be part of a global revolution to increase opportunity for everyone? If you’re not sure, you can join the $100 Startup community in our campaign for clean water in Ethiopia by visiting
charitywater.org/aonc
. You can also sign up with groups, such as
Kiva.org
and
AcumenFund.org
, that provide loans (usually very small ones) to help people start microbusinesses in their own communities.

Of course, these answers aren’t the only ones. If you have a better answer or just a different one, work on that instead. Pursue your dream of freedom wherever it leads … while also thinking about how it can intersect with creating more opportunities for people like Rhett.

N
o business exists in a vacuum, and many of the stories told here will evolve over time. Financial information was supplied to me by those in the case studies and was current at the time of printing. We did our best to ensure accuracy with repeated fact checking and verification, but any errors are mine.

My wife, Jolie, teaches at the Happy Knits store profiled in
Chapter 12
. She is also responsible for several other leads to craft businesses. Jonathan Fields (
Chapter 7
) and Tsilli Pines (
Chapter 13
) are longtime friends.

I was offered samples by some of the businesses mentioned in the study. Accepted: a bottle of California Syrah from Verge Wine, blog promotion from Evernote, and a free Empire Builder bag from Tom Bihn. Declined: a jar of mustard from Sono Trading and a free Excel template from Mr. Spreadsheet.

When I wasn’t roaming the world conducting interviews, much of this book was written in the following Portland cafés: Rocking Frog, Albina Press, Crema, Stumptown, and Starbucks on 37th and Hawthorne. Most popular order at the Rocking Frog: hot cinnamon donut and 12-ounce Americano.

Number of times the phrases
“cha-ching!”
and
“woop-woop”
were removed from the manuscript during copyedits: eight.

John T. Unger (
Chapter 14
) has revised his list of the best things that ever happened to him. He now puts meeting his wife, Marcie, another artist, at the very top of the list. They live and work in a new studio with a much sturdier roof.

When next in Cambodia, you can hire Rhett the tuk-tuk driver by calling +855 12 543 767.

A
ll good things come to an end, and if you’ve read this far, I hope it’s been a good use of your time. If you’d like more, head over to
100startup.com
, where you’ll find a community of other readers, unexpected entrepreneurs, and people from different backgrounds all planning their escape to a life of their own making.

In addition to all the customizable exercises from the book (the Instant Consultant Biz, the One-Page Promotion Plan, and so on), you’ll get a number of resources that didn’t make it in the final version:

And as they say, so much more! All of this info is
free
, and you don’t need to register to receive it. We also have a community forum and additional resources for sale, including more case studies and specific business strategies. Join us at
100startup.com
.

Finally, if you enjoyed the book, feel free to let me know. You can write in directly from
chrisguillebeau.com
, where I follow the model outlined in several of the case studies in this book, publishing at least 80 percent of my writing and business work on a regular basis for free.

twitter.com/chrisguillebeau

facebook.com/artofnonconformity

In
Chapter 2
, we met Barbara and John Varian, owners of the V6 Ranch in California. Barbara could have described her business in a typical fashion: “We have a ranch. People pay to visit and ride horses.” Instead, she said something much more powerful: “We help our guests become someone else, even if just for a day. Come stay with us and you’ll be a cowboy.” The difference between these two statements is huge! The first statement is merely descriptive, whereas the second evokes a powerful, emotional connection.

Like the V6 Ranch, every business has a way to describe itself in a traditional (i.e., boring) way and at least one much sexier way that stimulates a better response. There are two keys to remember in figuring out the difference for your own project:

Here are twenty-five people from the study, all of whom found ways to differentiate between something merely descriptive and something that evokes a more passionate response.

Name: JASON GLASPEY

Business: Paleo Plan

Fact-Based Description: Weekly diet and recipe planning guide

Emotion-Based Promise:
Take control of your health by eating naturally (and leave the details to us)
.

Name: BROOKE THOMAS

Business: Practice Abundance

Fact-Based Description: Course on running a wellness practice

Emotion-Based Promise:
Increase profits while running a smoother, more streamlined clinic
.

Name: PURNA DUGGIRALA

Business: Spreadsheet templates

Fact-Based Description: Templates to help frequent users of Microsoft Excel

Emotion-Based Promise:
Become an office superhero: Help your colleagues and get your work done quickly
.

Name: SELENA CUFFE

Business: Heritage Link Brands

Fact-Based Description: Wine imported from South Africa

Emotion-Based Promise:
Drink great wine and feel good about supporting minority-owned vineyards
.

Name: PATRICK MCCRANN

Business: Endurance Nation

Fact-Based Description: Group triathlon training

Emotion-Based Promise:
You’re not alone! Join a supportive community of amateur athletes
.

Name: BRANDY AGERBECK

Business: Graphic facilitation

Fact-Based Description: Visual documentation of meetings

Emotion-Based Promise:
Capture your group’s big ideas in a fun way that will ensure a long-term impact
.

Name: HEATHER ALLARD

Business: The Mogul Mom

Fact-Based Description: Resources for “mom entrepreneurs”

Emotion-Based Promise:
Stay home with your kids and earn a good income without going into debt
.

Name: JONATHAN PINCAS

Business: Tapas Lunch Company

Fact-Based Description: UK-based importer of Spanish foods

Emotion-Based Promise:
Viva España! Celebrate the Mediterranean lifestyle without leaving home
.

Name: REESE SPYKERMAN

Business: Design by Reese

Fact-Based Description: Website and graphic design

Emotion-Based Promise:
Your brand is more than a website. We’ll help you tell a story that communicates your core mission
.

Name: MICHAEL TRAINER

Business: Reckoning Studios

Fact-Based Description: Media production

Emotion-Based Promise:
We’ll document your organization’s mission in a short, professionally produced video
.

Name: ALYSON STANFIELD

Business: Stanfield Art Associates

Fact-Based Description: Consulting for artists

Emotion-Based Promise:
Attention, artists: Get paid to make the art you love. I’ll show you how
.

Name: ELIZABETH MACCRELLISH

Business: Squam Art Workshops

Fact-Based Description: Weekend retreats for artists and crafters

Emotion-Based Promise:
Make art in a beautiful lakeside setting with an intimate group of friends
.

Name: JESSICA REAGAN SALZMAN

Business: Heart Based Bookkeeping

Fact-Based Description: Bookkeeping and tax preparation services

Emotion-Based Promise:
I’ll worry about your money stuff so you can spend time running your business
.

Name: KAREN STARR

Business: Hazel Tree Interiors

Fact-Based Description: Interior design services

Emotion-Based Promise:
Make your home a restful sanctuary, a place your whole family enjoys
.

Name: SARAH YOUNG

Business: Happy Knits

Fact-Based Description: Retail shop that sells yarn

Emotion-Based Promise:
Knitting is fun! Come in to learn, restock, knit, or just hang out
.

Name: ERICA COSMINSKY

Business: The Small Business Transcriptionist

Fact-Based Description: Service provider that transcribes calls and meetings

Emotion-Based Promise:
Capture important information that your customers will value, with basic formatting and layout included at no additional charge
.

Name: AKIRA MORITA

Business: Design Kompany

Fact-Based Description: Regional leader in design services

Emotion-Based Promise:
You’ll get the best service from our family-owned shop, and we won’t finish until you’re 100 percent satisfied
.

Name: DAVID WACHTENDONK

Business: Murder Mystery Maniacs

Fact-Based Description: Group event planner

Emotion-Based Promise:
Leave the party planning to us. We’ll bring a fun experience to your group or organization
.

Name: EMILY CAVALIER

Business: Mouth of the Border

Fact-Based Description: Ethnic food reviews and “midnight brunch” group experience

Emotion-Based Promise:
Have fun, eat good food, and spend time with friends during a unique evening
.

Name: RIDLON KIPHART

Business: Live Adventurously

Fact-Based Description: Group tours to exotic destinations

Emotion-Based Promise:
Live adventurously by joining us for the trip of a lifetime
.

Name: KRISTIN MCNAMARA

Business: SLO Op Climbing

Fact-Based Description: Community gym and climbing center

Emotion-Based Promise:
Learn a new, challenging skill in a safe, community-centered environment
.

Name: SCOTT MCMURREN

Business: Alaska TourSaver

Fact-Based Description: Coupon books for independent visitors to Alaska

Emotion-Based Promise:
You’ll recoup your entire investment by using just one of our coupons—leaving you with 200 more to get the best possible discounts
.

Name: JEN LEMEN

Business: Mondo Beyondo

Fact-Based Description: Online life planning course

Emotion-Based Promise:
Learn to turn big dreams into reality in a fun, closed environment with other women
.

Name: JEN ADRION

Business: These Are Things

Fact-Based Description: Online store that sells maps

Emotion-Based Promise:
Our maps will help you remember where you’ve been and dream of where you’re going
.

Name: CODY LIMBAUGH

Business: PXTFitness