D o you have a hobby or passion that has nothing to do with your nine-to-five job? Do you craft vintage jewelry, make handmade furniture, or offer expert negotiating advice to family and friends in your spare time? Then you, too, could join the one-third of Americans who turn their talents into a lucrative side hustle. In What If It DOES Work Out? life coach and professional side-hustler Susie Moore offers expert tips and guidance to help you earn an extra source of income by doing something you love. In her energetic and encouraging style, she guides you through all of the planning stages and potential obstacles, showing how to overcome any hesitation or fear, create multiple revenue streams, and more. Susie also presents inspiring stories from fellow side hustle successes, including the founders of Spanx and MindBodyGreen. Recommended by Entrepreneur magazine as a book “entrepreneurs must read to dominate their industry,” What If It DOES Work Out? features all you need to take the practical steps toward living the life of your dreams. Copyright Copyright © 2016, 2017 by Susie Moore All rights reserved. Bibliographical Note What If It DOES Work Out? How a Side Hustle Can Change Your Life is a new work, first published by Ixia Press in 2017. Library of Congress Cataloging-in-Publication Data Names: Moore, Susie, author. Title: What if it does work out? : how a side hustle can change your life / Susie Moore. Description: Mineola, New York : Ixia Press, 2017. | Includes bibliographical references and index. Identifiers: LCCN 2017021573| ISBN 9780486816494 (alk. paper) | ISBN 0486816494 (alk. paper) Subjects: LCSH: Supplementary employment. | Part-time self-employment. | New business enterprises. | Entrepreneurship. Classification: LCC HD5854.5 .M66 2017 | DDC 658.1/1—dc23 LC record available at https://lccn.loc.gov/2017021573 IXIA PRESS An imprint of Dover Publications, Inc. Manufactured in the United States by LSC Communications 81649401 2017 www.doverpublications.com/ixiapress CONTENTS 1 Why Wait? 2 Getting Over Fear (It’s Possible) 3 How Can I Get Past My Fear? 4 How to Find Your Side Hustle 5 Why a “Vision Board” May Help 6 Why You’ll Never Be “Ready” 7 How Do I Find the Time? 8 Think Big but Start Small 9 A Killer Way to Sell without Being a Sleaze 10 The Why and the How of Self-Promotion 11 What You Don’t Know About Failure 12 How to Leverage Your Talent to Make Money 13 Why You Must Start Your Side Hustle: The Spiritual Imperative 14 Why You Must Start Your Side Hustle: The Practical Perks 15 The Possibilities Are Endless Appendix “Remember, becoming an entrepreneur early in life is one of the hallmarks of the most successful individuals throughout modern history.” –Jack Canfield “How dare you settle for less when the world has made it so easy for you to be remarkable?” –Seth Godin, author “What is your passion? What stirs your soul and makes you feel like you’re totally in harmony with why you showed up here in the first place? Know this for certain: Whatever it may be, you can make a living doing it and simultaneously provide a service for others. I guarantee it.” –Dr. Wayne W. Dyer 1 Why Wait? “You don’t have a career, you have a life.” –Cheryl Strayed, writer “Happiness is the joy that you feel when you are moving towards your potential.” –Shawn Achor, author and speaker “Is this all there is?” I contemplated one morning while feeling restless at work. I was a sales director in New York for a Silicon Valley startup recently acquired by a Fortune 500 company. I was on a conference call in my freezing office, doused in artificial light, scouring Pinterest. I gazed through the window at the beautiful blue sky outside. Sigh. Then I saw a pin that struck me: a quote from poet Mary Oliver, from “The Summer Day”: “Tell me, what is it you plan to do with your one wild and precious life?” My soul screamed: “Not only this!” It was time for change. And so it began. My side hustle. Does this sound like you, too? Maybe you are sitting in your air-conditioned boardroom, stuck in another mind-numbing internal meeting where the biggest egos just love to consume another hour of your life that you won’t get back. Perhaps you are waiting for your (bad) drip coffee at 8:45 a.m. on a Tuesday, just aching to make it to Friday at 5 p.m. (Really, how can time pass so slowly?) Whatever your defining moment or moments are to you, you know it when you feel them. For many, like tech founder Sean Behr, the impetus for creating a side hustle is dissatisfaction with their existing day job. As Sean says about the time before launching his company Stratim, “I wasn’t creating anything new. As an entrepreneur I’ve always wanted to create—new ideas, new products, new companies.” In my case, after more than a decade in sales (which in large part, I loved) I felt ready for something new. I also know that as human beings we are wired for new challenges and experiences. And I’m not alone: a 2013 Gallup survey showed that only 13 percent of employees worldwide are engaged at work. I’ve read more than 550 personal development books and I am a natural adviser to the people in my life, especially when it comes to connecting them to their purpose, becoming more confident, negotiating, and networking. My side hustle, naturally, became life coaching. I joined New York University’s coaching program and used my sales skills to pitch article ideas to editors. I wanted to get my work published so I could attract clients. (It’s called a hustle for a reason!) You may find that certification isn’t necessary for the field you want to break into, in which case you can dive right in. In my case, my advice-based articles helped generate a string of clients and within a couple of months I was earning money both writing and coaching. I couldn’t believe my luck! Getting paid to talk to people and give life advice? There is a God! While writing for Marie Claire I even got to interview some pretty incredible people, including Arianna Huffington, Kris Jenner, and Spanx founder Sara Blakely. Writing earned me between $75 and $750 per article (from the publications that paid) and I wrote multiple pieces a month. I was typing away everywhere: on the subway, in the Whole Foods line, while on a lunch break at the office. Each piece took two to three hours to complete. Writing for major publications with tens of millions of monthly unique visitors not only gave me credibility, it drove traffic to my blog—resulting in additional email subscribers who in turn often sought coaching or advice from me. I started coaching people at $100 a session in my very first or second week of taking classes and, as demand increased (largely due to my content being shared on social media) and as my life-coaching skills developed, I was able to raise my prices every three months or so in $50 increments. Working around the commitments of my day job, which included travel and after-hours client entertainment, some months I made an extra $4,000 on my side hustle. That was working 12 to 16 hours a week on top of my day job. According to Nielsen, the average 35-to 49-year-old American watches more than 33 hours of television a week. You do the math. What could you do with those extra hours each week? Think about that for a second. If you sacrifice some weekly screen time, or give up or reduce any other unproductive habit, what gains could you create in your well-being or your goals? What could an extra income from hustling in those hours do for your life? I could not recommend side hustling more highly. You make extra money, use talents that lie dormant in your nine-to-five day job—and hedge your bets against an uncertain economy. Starting a business while employed also allows you to determine proof of concept more safely by providing for a test run that indicates your side hustle’s viability. This means you can prove that your product or service is wanted in the world before you dedicate your full-time focus towards it. But it’s not always a breeze. You will need a combination of creative thinking and hard work to attract your first clients and build your brand. Add onto that the need to manage cash flow, handle various administrative tasks (including outsourcing as appropriate), and look for ways to make these more efficient so your hustle can scale. You need to be committed for this. You will have to forgo that Game of Thrones binge session you planned and you will often be first to leave the bar. You will have to overcome self-doubt about charging for work that a lot of the time feels like fun. “No” will be your new favorite word. BUT the payoff can be incredible. After almost 18 months of juggling my rapidly expanding hustle, I resigned from my full-time job. This was no mean feat, as my job, in that final year, grossed around $500,000. That is how much I loved my new life-coaching gig and trusted in my hustle’s expansion. Did people think I was nuts? Yes! Heck—I even thought I might be nuts. But, long-term, it didn’t seem that risky really. Think about it. There is no security in the employment market. I, like anyone else, could be fired (based on a single person’s decision!) at any time. I considered the value of freedom over my schedule, doing work that I cared about, and losing my income ceiling (especially as a woman—I felt I’d hit it) worth the downside of financial risk from ditching a consistent paycheck. After all, I also got to leave behind an unpredictable boss and the stress and pressure of continuing to do work that I had begun to resent. And I grew up in a household with no money—we were on welfare, in fact—so I respect money and do not take financial risk lightly. Consider if you are weighing the risks too highly, and whether you can’t shift your perspective. To help you make the plunge, at the end of each chapter you’ll find a call to action to help you apply the principles I discuss. Homework, if you like. I hope these will keep you motivated as you read this book. I have also interspersed some advice from a range of badass entrepreneurs and people who’ve started very successful side hustles. I hope you enjoy them and learn something from them too. I bet you’re a lot like me; you just want freedom in your life and ownership of your work. We all want to make a meaningful impact in the world doing work that we love. On our own terms. The rest of this book will encourage you to take the leap of believing in yourself, examine what’s holding you back, and push you to step up to the plate and knock it out of the park. To hustlers everywhere—you’re not alone. This is for you: a road map for how to strike out into the unknown of your passion project and take your success into your own hands. Over to you When you’re stuck on a conference call or dealing with corporate red tape or stressed out by your day job, what’s the escape hatch you dream about? Create an inventory of your personal strengths and your pie-in-the-sky job list. What would your ideal side hustle be? You can start by asking yourself these questions! What problems do I help people solve? What makes me feel alive? What would I do if money were no object? If you need a little help, ask a friend or loved one what you are good at, or something that you have helped them with. Be open to receive their feedback. The answers might just surprise (and totally delight) you—and if you listen closely, they might reveal a new path to follow!