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Designing the Great Escape
By Susan Schreter
I have been working for an insurance company for 12 years even though I got a master's degree in landscape design. Lately I find myself doodling and daydreaming about a career I should have pursued years ago. I have some savings and want to start my own business, but I'm afraid of failing at my dream. What's your advice?
I have a theory that just about every salary employee knows exactly the type of business they would start if given the chance. They know this because they have thought about it just as you have. In fact, thinking about the joy and accomplishment associated with being a successful entrepreneur is almost as satisfying as imagining a big lottery win. Both dreams offer a happy escape from the day-to-day grind.

However, even the best entrepreneurial dreams can become a financial and emotional nightmare if the reality of your start up enterprise doesn't live up to the fantasy. What do I mean by this?

Life outside the corporate world is different and certainly more demanding in terms of responsibility. To be successful in the long-term, you really have to be in love with the company you are building and the service you are providing. It has to excite you. It has to motivate you. It has to sustain you through the harder days of cold calling new customers or hounding former customers to get paid.

Your letter doesn't say if you have recently worked in the landscape design field on a non-professional basis. If not, consider testing your aptitude and desire by volunteering your services for community improvement projects at parks, schools, churches, or historic buildings. I recommend you complete at least one residential or light commercial project before leaving your current job. You'll know if this is your entrepreneurial calling if the work really doesn't seem like work.

A second test before jumping the insurance ship is to make sure your new business idea makes sense. One important benchmark is the regional demand for landscape design services.

Your local market should be growing to justify your effort and financial risk. A declining demand for your services means you and your competitors will be fighting over a small number of paying jobs, making it very difficult for your business to succeed.

Talk to local building contractors, architects, interior decorators and real estate agents for current market information. Ask if landscaping is a point of value for home buyers and commercial real estate developers. What is the average investment? Can you develop a healthy mix of little jobs and big jobs? How strong is your competition? Will you compete against local wholesale garden supply businesses or will they be a source of business referrals?

Too many young companies fizzle within the first year or two because the founders cut corners in their initial business planning. They were too eager at the start and assumed they could figure things out as needed.

But real entrepreneurship is not just about getting by in business (by the seat of your pants), it's about getting ahead. This requires higher purpose research and planning, unwavering commitment and uncommon passion. If this is your heart's desire, then go for it.

I do believe the best most satisfying dreams are those that we get to live. If you take the time to design success then your landscape design business will have the best chance to flourish beyond your wildest dreams.

Do I need to get my financial statements audited before going out to raise money? This would be our first major round of capital.
No. Angel and venture fund investors do not base their investment decisions on whether or not a company is audited. They know audits are expensive and time-consuming for management, though some investors may require companies to complete annual audits after an investment is made.

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