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Monday, October 13, 2008

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Cathie Filian, Josie Maran, and Juli Novotny

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Do you have what it takes? Issue #35

Three indie businesswomen fill in the blanks about making or breaking it

By Victoria Everman
Published: March 1st, 2008 | 3:03pm

THE TV PERSONALITY
Cathie Filian, 37, is the Emmy-nominated executive producer, creator, and co-host of the crafty lifestyle show, Creative Juice on DIY Network and HGTV. Based in Los Angeles, the daily program features a variety of how-to’s, from wardrobe revivals to funky furnishings.

I knew things were headed in the right direction when: my production company, Two Bees and Pea, became a reality. I owned a boutique–art gallery in Los Angeles. The lack of “how-to” programming on television triggered the idea for Creative Juice, which premiered on the DIY Network in 2006. We began working on the concept in the back of the shop, and with $3,000 (and tons of favors), we filmed the pilot for the show. Within a very short amount of time, the show was off and running. We closed the store and set up the production offices.
The biggest challenge in starting my own business was: convincing others to not only believe in all the crazy ideas but fund them. A close second would be what I call “suits” meetings. They are especially difficult since I don’t own a suit.
I learned to watch my back when: my first agent, who was promptly fired, tried to hustle me. She told me that because I was young (I was 34 at the time), I could not be paid as a producer and a host in television. She claimed it was unheard of. At the next meeting, I presented printouts of all the people in television who are hosts and producers. I then left her office and never looked back.
The most I’ve ever been paid for a job was: lots.
But then I realized that: numbers may look big on paper, but money must pay for everything and everyone. Money must be tucked and squirreled away for downtime and rainy days.
When it comes to being a boss, my mantra is: be a boss, but don’t be bossy! Set goals and set boundaries.

—

THE ECO ENTREPRENEUR
Josie Maran, 29, is the founder of eco-friendly line Josie Maran Cosmetics, an actress with roles in feature films including Little Black Book, Van Helsing, and The Aviator, as well as a model and mother in Los Angeles.

I knew I wanted to be my own boss: while growing up in a family full of activists, environmentalists, green builders, and the like. Throughout my modeling and acting career, my family always asked what I planned to do with my success. When I was pregnant with my daughter in 2005, I realized it was my turn to do something that would allow me to give back and do my part to make this world a better place. I decided to start a cosmetics company — since that was what I knew best — and to do it in the most socially and environmentally responsible way possible. I recruited friends and family that are experts in corporate responsibility to help develop the business, like my friend Shannon Flaherty and my aunt Meredith Maran. Building the business has been a team effort and a labor of love.
The most difficult part of starting my own business has been: living up to the highest of expectations since I aim to operate my business as socially and environmental “green” as possible. I’m very conscious that “green washing” is a big problem, so we try not to overstate or claim perfection.
For small businesses, sustainability is: the way of the future. Many businesses are already taking to the idea of the “triple bottom line,” which considers not just profits but also people and the planet.
The person I go to when I need direction is: Ecofabulous.com superstar Zem Joaquin. She recently told me that it’s always important to “walk the talk.” Being an entrepreneur, activist, and mother keeps me on top of always trying to practice what I preach.

—

THE FOODIE
Juli Novotny, 29, is the founder and president of Kookie Karma, a nationally distributed gourmet and healthy snack foods company based in Los Angeles.

I chose to be an entrepreneur for: freedom and innovation. Once I had the idea for Kookie Karma at age 24, I had little fear, hesitation, and doubt about creating it. I was excited for the challenge.
A lesson I learned the hard way was: a kitchen equipment company talked me into buying a machine, assuring me that it was the perfect machine for my Kookies. I didn't use it once; it was so wrong for our business. The company refused to let me return the equipment that had cost more than $5,000. I think they tried to screw me over because I was a young female. So, instead of letting them walk all over me, I disputed the transaction with my credit card company. I didn't win in the end, but I reported the company to the Better Business Bureau and left it up to Karma J [TK what’s this symbol?]. If I could do it all again, I would have looked further into their policies before purchasing the expensive equipment, and I would not have allowed the salesman to talk me into a machine that was not right for my company.
When people don’t pay for their orders, I: should charge interest on late payments, but I listen to the explanation and decide how to handle each individual case. I understand when small companies can't pay invoices and it breaks my heart, but when they don't pay us, we can't pay our vendors, and then it's a difficult cycle to break.
I feel successful when: people tell me that our products have saved their lives. Customers' reactions are what keep me going when things are down. Oh, and when the Los Angeles Business Journal named me one of the Top 20 entrepreneurs in their 20s, that was pretty awesome too.
I wish someone had warned me that: small businesses have it rough. Bigger businesses can crush you, copy you, and put you out of business quickly. I wish there were better protection rights and especially bigger loans and opportunities for young entrepreneurs.
The most important lesson that I’ve learned is: being a boss means constantly managing chaos. I used to stress when there was a lot of chaos, but now it excites me because where there is growth, there will be chaos.