Starting your own company is gratifying and exciting, like being at the start of a marathon. But once the gun goes off then what?

Starting strong is very important- the big push, announcing “hey world I’m here, and I have a unique service and voice to offer to you. I am a brand, I have a DNA, and it’s something you haven’t seen before.” This will take form in a myriad of ways- we all know them- mailers, e-blasts, viral marketing, social networking, calling clients, and about 200 other methods we all implement to get our brand/product out there.  After the big launch there is a sinking feeling that no one knows who you are, or even worse, no one cares. The inbox is empty; the phone is not ringing off the hook. Looking at Google Analytics is downright depressing… This is when you realize that you are losing steam and have about 20 more miles to the finish line. Now what?

This is when you tweak your running style and find a stride- the rhythm that will sustain you till the end. For a first time business owner, this was a painful process, a rude and necessary awakening- it means tending to every facet of the business daily… For a photography licensing/ production company this entails but is not limited to: daily maintenance of: client relations, photographer relations, marketing initiatives, editorial calendars, bookings, keywording, keeping abreast of media and technology trends, ingesting all music  & photography news  (trade and editorial), weekly and monthly production schedules, branding initiatives, all the while maintaining a vibrant, relative photo archive driven by content.

It may take a while, but you have to believe you can push through for another 13 miles- battle the monotony. This is the point of the marathon that is the least scenic, and the mind starts to play tricks. This is where you have to dig deep.

Then something amazing happens… The finish line is in sight- Yes, the inbox is filling up and the phone is ringing… Deals are on the table. This is when you find the energy reserve and ride the momentum, stay focused, and above all else do not get blind-sided by a fellow runner, or more likely, yourself. Know that it’s not over till you cross the finish line.

And when you’re done, wrap yourself in that weird foil blanket, go out and celebrate, then sign up for another race, begin training and tweak your methods.  I myself am still running, and like the pace.

-Helen Giano, Owner/Head of Production
The Hell Gate
@hellgatephoto

***This was Best Business Tip #19. Read the other 99 Best Business Tips.***