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Crib Sheet #29: Author and Jolly Good Art’s Tanya Freedman.
Tanya can teach you a thing or two about how to start up a business book…she even went the distance and wrote a whole book about it! This art teacher-turned-author has definitely had her ups and downs…but could not be a more positive mentor for us all.
What business did you start up?
I started teaching art classes and within months, offering seasonal camps and custom birthday parties in my basement’s Jolly Good Art Studio in 2001.
What motivated you to do it?
I love art and teaching children and so I combined these two passions to stay at home to look after my then four-year old only child. I started small with only a couple of classes a week (mainly on weekends) with five or so students in each class. Within a few weeks, the local community and schools were signing up their children for the fun and instructional art classes.
How many children do you have, and how old are they?
One witty 13-year-old daughter. She’s also an artist, a writer, a cook – you should taste her salmon recipe! And what a great sense of humor! She is not at all a stereotypical teenager.
How long have you been running your business?
I ran Jolly Good Art for six years. Then due to health issues (breast cancer and recurrent cancer), I decided to pursue my other love – the dream of becoming a published author. There were many disappointed kids and parents when I closed the doors of JGA.
How long did it take you to start becoming profitable and/or successful, however you chose to measure success?
Good question about measuring success. To me, I was successful the moment I began teaching little kids (from age five), seeing their eyes light up with pride at their own accomplishments. But the financial success – within weeks of starting the classes – was appreciated and very validating. Why shouldn’t we do what we love and earn and derive pleasure from our passions?
How did your family react to you starting your own business?
My husband – fondly nicknamed as my Patron of the Arts – is very supportive of my love of creativity and entrepreneurial spirit. He didn’t put pressure on me to show profit, I put the pressure on myself to get out of the hobbyist criteria.
However, during the following months, the growing success was impinging on my time with my family. By the second year, the birthday parties, the ever-popular seasonal art camps (especially the summer camps) as well as the annual Jolly Good Art Shows were becoming all-consuming. I loved it all but I tried to do too much, even with hired help. For example, I didn’t let the answerphone take the messages if I was cooking or serving dinner. It all meant business and profit. That was hard on me and my family.
Easiest part of your job?
I was never told art is supposed to be hard. And that’s the theme that helped me demystify developing and teaching art to all levels of interested students.
Inspiring others to learn and develop their own talents. Especially children with special needs (autism, ADD, ADHD, Cerebral Palsy, etc) brought me a particular sense of pride and accomplishment. I’m inspired by their dogmatic love of artistic self-expression.
Develop, grow and diversify into offering custom, fun and educational birthday parties, seasonal camps and age-appropriate programs that were unique and always exciting for the students.
Hardest part of your job?
Juggling the many hats of the entrepreneur, and especially the momtrepreneur needs to master the business, the creative as well as the fun part of the business, to keep it fresh. Although I loved variety, there never seemed enough hours for all the things I loved and had to do.
Work / family balance. It used to be in that order. In hindsight, when I wrote about all aspects of conceiving, starting and running an art teaching business, I learned that my obsessive-bordering-on-the-perfectionist personality refuses to do anything in half-measures. I’ve had God or Providence knock on my door a few times, ’till I listened and started prioritizing: my family, my art/passion and then the business – in moderation.
All-consuming 
may lead to burnout: I learned through the process of writing my business book that I’d had burnout, but didn’t know it until I’d put all my thoughts on paper to share with other unsuspecting prospective momtrepreneurs. I share and pay forward.
Delegation: Although I’m a good organizer and delegator there were still times where I tried to do too many things by myself; like all the promotions, creating and running my own website, as well as running the programs. Not to mention my other job: wife/mother/housewife. As soon as I realized the dangers, I made a list of priorities and hired more help, like cleaning services for the home, more specialist teachers and assistants, whom I could mentor to provide the quality of services JGA customers expected.
What skill would you most like to improve?
As I confessed above, I’ve learned, and still remind myself often, what my priorities are: my love of art and creativity, but my family first. Before we look ’round our miracle child will be leaving the nest…..
My battle for Buddhist-balance is still in progress. There’s nothing wrong with striving to improve ourselves, but I have learned that we don’t truly understand the cliché, “without health you have nothing.” Unfortunately, and fortunately, I’ve had cancer knock on my door in my early forties, in the prime of my business success. I say fortunately because I listened to that knock and the shock of mortality and seeing how much I mean to my husband and young child. It shocked me into striving to genuinely enjoy every day of my life.
What, if any, tools or advice do you wish you knew then that you know now?
I wish I had started earlier – and to have faith and listen to my gut instinct. We momtrepreneurs have incredible intuition. Both when something feels right, and when something smells fishy, so to speak. I tell my friends and mentees to hone that skill, to go forward with their passion and find (and accept) all the help we need when starting our businesses.
A book like “Start and Run an Art Teaching Business” when I was starting out. This is precisely why I wrote the book for the Self-Counsel Press business series. I wish there had been this kind of book for – especially women – fledgling entrepreneurs who know what they want, but may not know where or how to start. I did it the hard way, and my own way. That’s why I proposed the book to the editors to help others start with confidence and encourage them to do it their own unique way.
Can you recommend 3 essential websites for moms in, or going into, business?
There are so many but I’m choosing three I myself find extremely useful and supportive:
http://themomentrepreneur.blogspot.com/
What is the accomplishment you are most proud of?
My marriage, my daughter, my art, my public speaking, mentoring and sharing my experiences with the youth – our leaders of tomorrow. And my business book, “Start and Run an Art Teaching Business”. It’s reaching more people than I could have hoped for across North America and even Europe. I wrote it as a form of paying forward for all the help I’d received on my own journey. I’m now helping coach others who have found my step-by-step advice on everything they need to make your creative business a dream come true. Readers/momtrepereneurs tell me that my book can help even more people than just those ‘teaching art’.
Favorite part of a typical day?
When relaxing: In the summer doing yoga and meditation on the deck, after a long walk. In the winter, sitting with a cup of mint tea with my husband (and sometimes our daughter, too) by the fire.
When working: when I’m in the zone – creating art or writing – even screaming banshees (in the guise of little children) running around me don’t distract me.
Anything else I should have asked you that you should answer?
How and why did you write your business book “Start and Run an Art Teaching Business”?
I wish there had been a book like the one I wrote, when I’d started my business; excited, afraid I was doing it wrong, afraid I’d fail and/or lose money/reputation. I share in an accessible step-by-step way –
How to get started and organized in your business,
become a multifaceted entrepreneur and develop a business plan
price your services and your staff needs
identify and target your market,
develop the right web presence and networking skills
how to stay organized and grow your business
I find exercises and forms helpful so I created lots within the book
Plus the CD-ROM with examples of my and students’ artwork.
Why did you name your school Jolly Good Art?
Because of my British background and accent I wanted a great way for clients and those I networked with to remember me and my name. I also made it about the art school, by coming with the name that hinted at the fun aspect of the art school.
What are you doing now?
I write full time, and I mentor people who want my help with their new or growing business.
A few more questions, just because American Express should be featuring more momtrepreneurs…
Childhood ambition…..To write and become independent through my own endeavors.
Fondest memory…..exhibiting in the Royal Society of Arts in London and speaking to large audiences.
Indulgence…. Books, Books, Books and good chocolate.
Last purchase….. sexy shoes, Il Divo CD and…a book.
Favorite magazine….. More, for the over 40s woman and Chatelaine.
Inspiration….. Any successful woman who goes for her dream and perseveres.
My Life….. is filled with unforeseen adventure I’m making the most of every day.
