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Location
Is Everything For Some Entrepreneurs
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Choose
a business that will fit into the place you want to be. For some
entrepreneurs, that place is home. Thirteen percent of small-business owners
reported being based at home in a 2002 survey by business-information provider
Dun & Bradstreet, of Murray Hill, N.J. Service fields, such as consulting,
lend themselves more easily to working from home.
by
Mark Henricks
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Mary Skaggs spent 12
years commuting to a downtown-Atlanta law firm to work as a paralegal, where
she earned a $60,000 salary. "For a woman with only a high-school
education, I was at the top of my game," she says. But something was
missing. "We started realizing we were only happy when we were out of
town on vacation," says Mrs. Skaggs. She and her husband moved to
Bradenton, Fla., a small community near the Gulf of Mexico. There, earning a
living turned out to be the problem. She lost two jobs when employers went
belly-up and was faced with having to return to Atlanta.
(article continued below ...)
Then a family friend, impressed with the way Mrs. Skaggs had decorated
her home, asked for help with a redecorating project and offered to pay.
"I made $2,000 for a week's work and I said, 'OK, this is what I'm
going to do,'" she says. Now her company, Alexander Christian
Interiors, is on track to earn her $100,000 this year, more than a paralegal
position was likely to ever pay.
But the main benefit of her entrepreneurial venture, Mrs. Skaggs says, is
the chance to be where she wants to be instead of where a job would require
her to live. "We wanted to stay; we liked the lifestyle down
here," she says. "We felt like starting a business would meet
those needs for us."
Location Entrepreneur
Location, it turns out, is one of the major concerns of people starting
businesses. "The vast majority of entrepreneurs, particularly lifestyle
entrepreneurs, form a company out of this drive to control their
lives," says Tom Ehrenfeld, a Cambridge, Mass., business journalist and
author of "The Startup Garden: How Growing a Business Grows You"
(McGraw-Hill, 2002). "Being in one place is a subset of that."
Lifestyle entrepreneurs start businesses so they can live in places where
jobs are scarce, costs are high or their skills aren't a good fit for the
local job market. They start businesses so they can work in places where
they couldn't otherwise find jobs; home-based entrepreneurs are the prime
exemplars of this breed. The specific place may be a sunny community near
the beach, such as Mrs. Skaggs chose, a small town in the mountains, or even
a major city.
Jeffrey Unger left his job at a large law firm and opened his own
practice so his four-year-old son could be near his grandparents. "My
law firm was in San Diego, but my wife's family is all from Los
Angeles," Mr. Unger explains. He gave his existing San Diego clients a
local telephone number that was forwarded to his new office in Beverly Hills
and kept doing the same type of work he was doing before, only now for
himself.
There were a few other differences. "My commute is better in LA,
believe it or not," Mr. Unger says. "And I make more money. I'm
making very substantially more than I used to. I was very happy to move up
here. It was really beneficial in every respect."
Placing a Start-up
If you're interested in starting a business so you can live in a
particular place, take a close look at why you want to be there, and do some
research before finalizing your decision. It's easy to fall in love with the
idea of living in an exotic locale, only to find once you get there that it
isn't what you wanted after all.
Barb and Frank Holmes had often vacationed in the mountains of New
England, so when they left corporate jobs in suburban Philadelphia, they
felt comfortable basing their venture in Mt. Chocorua, N.H. She'd always
wanted to run an inn, while he, a manager for an environmental-consulting
firm, wanted to make a business out of his hobby of working on old British
motorcycles. Mt. Chocorua View House, a seven-room country inn with an
outbuilding Mr. Holmes converted to
Frank's Brit Bike Barn, fit the bill.
Mrs. Holmes cooks and is hostess; Mr. Holmes restores old Triumphs, Nortons
and BSAs and teaches weekend Motorcycle Maintenance 101 courses to fans of
the antique vehicles who come from all over to stay at the inn and practice
tune-ups.
"Frank loves the mountains and I do too," explains Mrs. Holmes,
a former human-resources manager. "That's why we picked this place
where we're surrounded by mountains and lakes and can escape to go canoeing
once in a while."
Choose a business that will fit into the place you want to be. For some
entrepreneurs, that place is home. Thirteen percent of small-business owners
reported being based at home in a 2002 survey by business-information
provider Dun & Bradstreet, of Murray Hill, N.J. Service fields, such as
consulting, lend themselves more easily to working from home. Manufacturing
and distribution businesses are not as home-friendly. That's true as well
for Internet retailers and other e-commerce firms. "A ton of them do it
out of their homes and end up filling every room in their house and having
trucks come," Mr. Ehrenfeld says. Similarly, many vacation and resort
communities tightly restrict businesses such as factories that generate
pollution and traffic or simply appear unsightly.
Entrepreneurs also need to check out whether their business will provide
them with enough income to live on, of course. Fortunately, while many
desirable locales are costly to visit, they turn out to be less expensive
places to live than major cities, where refugee entrepreneurs tend to come
from. And some entrepreneurs are happy to take less money in exchange for a
better lifestyle. Unlike Mrs. Skaggs and Mr. Unger, for instance, the
Holmeses' business isn't earning them more money than they got as employees.
Still, Mrs. Holmes isn't complaining. "We feel very lucky," she
says. "We're getting to live our dreams."
It's common for people determined to stay in a special place to go
through trial-and-error episodes before finding something that works. The
journey often resembles Mrs. Skaggs's experience, where setbacks are
followed by a successful idea that arrives from an unexpected quarter. When
it comes to starting a business to live in a certain place, the most useful
approach may be to stay flexible when it comes to precisely how you'll get
there. "You start with customers and meeting needs," says Mr.
Ehrenfeld, "and see where that takes you."
-- Mr. Henricks, an Austin, Texas, journalist, is the author of
"Not Just a Living: The Complete Guide to Creating a Business That
Gives You a Life" (Perseus Books, August 2002). Visit his web
site at http://www.notjustaliving.net
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