Freedom, control, independence – there are plenty of pro’s to working for yourself but not every day is sunshine and rainbows. Vitality Editor, Becci Vallis looks at how to stay motivated when it feels a bit much…
Ask anyone who works for themselves if they’d change their situation or status and they’ll probably say no, but with the caveat that it isn’t always easy. Whether it’s having no-one to bounce ideas off, feeling overwhelmed when there’s too many or not enough clients and juggling everything from marketing to finance to the diary, it can sometimes feel overwhelming. At the other end of the spectrum when business is on an even keel and there are no bumps ahead, it will likely fill you with a sense of pride, achievement and satisfaction.
Whether you’ve just made the move to becoming a solo therapist or you’ve been going it alone for years, we spoke to facialist, and recent BABTAC Awards winner of Beauty Therapist of the Year, Joanna Bojarska, Dija Ayodele, skincare expert and coach and Karen Bevan-Brown, owner of The Skin Cabin about how to navigate the highs and the lows and what they wish someone had told them…
- There’s never a ‘right time’
In a dream world you’d have all your ducks in a row and have received a sign that it was the perfect moment to start your own business but that’s never going to happen and waiting for the ‘right time’ will see you freeze in procrastination mode. “The perfect timing, budget or space rarely exist, you simply have to begin otherwise you will wait forever,” says Joanna. “But here’s the truth most people forget – clients don’t fall in love with your décor, your equipment or your postcode, they fall in love with how you make them feel. If you offer genuine care, professionalism and a memorable experience they will follow you. I started my business when I went solo in a tiny bedroom with a foldable table and a handful of products. It was far from glamorous, but it was mine and allowed me to grow step by step.”
Dija agrees that there will always be something talking you out of it and suggests following the 51% rule: “If you’re 51% in, then go for it. There are certain boxes you’ll need to tick – do I have the right qualifications? Yes. Do I have enough money? Yes. Do I have enough demand? Yes. But boxes like – do I have all the equipment? That’s not a requirement for going solo and so if you focus on those questions you won’t go for it. You need to have conviction in what you’re doing.”
Also ask yourself if it makes business sense to stay where you are or is your uncertainty putting the brakes on what could be the making of you. “When I knew I couldn’t fit any more clients in during the part time hours I had in my treatment space but was desperate to, I realised it was hindering my business from growing. That’s when I knew it was my time to go for it,” admits Karen. “Hitting a milestone (my 40th) was also a trigger for me reassessing and looking at what was working for me.”
- Follow the data
If you’re at the point where you’re considering going solo, you’ll probably have a loyal client base and possibly not enough time or flexibility to currently squeeze everybody in - especially if you’re working to someone else’s opening times or availability. However, research your data before you open up your diary as people often say one thing but do another. For example, a client might say late nights are the best option but continue to come at lunchtime or ask for microneedling treatments but still only book in for chemical peels. “If the data shows an obvious pattern with your clients or that there’s a most profitable treatment, that’s where you need to go,” says Dija. Prioritise facts over conversations in passing, even though at the start of your solo journey it will be tempting to try and please everyone.
- Keep a close eye on cash flow
It sounds obvious but when there’s so much going on and you’re playing receptionist, accountant, marketeer, cleaner and therapist, it’s easy to forget you need to play close attention to cash flow. “It’s so important to know the difference between revenue and profit and the two different concepts,” says Dija. “Revenue is what you’re making, and a lot of people get excited when they see six figures in the account, but that’s not the same as six figures in profit.”
- Switch to a proper booking system
You might already have a booking system in place or if you’ve been working for someone else, tapped into there’s, but for Karen, she wishes she’d switched sooner. “I should have ditched my pen/paper diary for bookings a lot earlier and invested in an online booking system. It’s been a huge game changer working with Timely Software and has shaved off hours of admin time arranging appointments and messaging clients,” she says. “It’s much easier for everyone and bookings have accelerated as people can make their next appointments at any time of day or night when it’s convenient for them. I would recommend this to everyone going solo!”
- Research your postcode
If you’re starting your business from home or nearby your previous place of work, you’re low risk but for those of you looking for a new premises, make sure you do your due diligence. Check if there is parking nearby or if it’s well-lit at night if you’re planning on being open in the evenings. “It sounds silly, but I didn’t check the bin days at my old clinic so when I came to look round it was pristine, but I hadn’t realised the bin collection point was right in front of the entrance. That meant twice a week there’d be rubbish strewn everywhere and if the binmen were late my clients would have to trudge through all these black bin bags outside. It was horrible and I’d have to go out there in an apron and elbow length gloves and clear it up myself so my clients didn’t have to walk through it. I wish someone had told me to spend more time checking out the location properly,” admits Dija.
- Find connections
Working for yourself can feel lonely, especially if the only people you’re seeing or speaking to are your clients and your suppliers. This is where building connections and a strong support network is crucial. “When you go solo it can feel isolating and having people around you who understand your challenges – fellow therapists, mentors, educators, suppliers – is invaluable. These connections will become your sounding board, your comfort and often your greatest source of motivation,” advises Joanna.
“See if there’s a WhatsApp group with other solo therapists you can bounce ideas about in or in the absence of that, investigate if there’s a local business forum in your area as they often have events or local meet ups you can attend,” adds Dija. “Speak to other local businesses in a similar field – hairdressers, nail technicians – and suggest whether you do regular coffees or drinks after work. I have always had a coach who I could speak to and it’s why I was keen to train as one because they can be at the other end of the phone when you need a connection.”
This is also where BABTAC can play a part as Joanna has experienced firsthand: “BABTAC has given me stability, reassurance and a sense of belonging because there’s always someone I can call, someone I can ask and someone who will guide me if I’m unsure of the next step. This happened when I wanted to progress to my level 5 Aesthetics qualification but had no idea where to start. One phone call to BABTAC was enough – they pointed me in the right direction, advised me who to contact and that’s exactly how I ended up finding the school that became the right fit for me.”
Just because you run your business alone, doesn’t mean you have to be alone and having those connections around you is imperative for keeping you grounded, motivated and emotionally in check. “Build relationships, not just contacts,” she adds. Which is exactly what Karen has done since going solo by creating a network of like-minded wellness practitioners. She has even co-hosted evening and day retreats for the group, as well as organising activities outside of the treatment space. “We will carve out time across the year to connect, either going for a spa day, having a FaceTime chat, attending courses together or doing treatment swaps – all things that give us such a boost and where we share ideas, solve challenges and have a giggle too,” says Karen.
- Embrace your freedom
The big win when going solo is the unclipping of your wings. That means no more following rules, systems, patterns, schedules and protocols created by someone else. You can create your own space or clinic in precisely the way you want it to look and feel, from the aesthetics down to the treatments offered on your menu. “I wanted to build an environment that reflected my values, my standards and my personality. A studio that felt calm, warm and authentic and a place where I could give my clients a deeply personal, bespoke level of care that isn’t always possible in a larger set-up,” says Joanna. “That level of creative freedom, authenticity and ownership is something no ‘regular job’ can ever give you and the reason why, despite the challenges and responsibility, so many of us absolutely love working independently.”
- Don’t worry if you have a wobble
Working for yourself is a lot of pressure and so it’s completely normal to have ups and downs. While it’s easier said than done, the main thing to do is not to self-shame or blame yourself and spiral into panic mode telling yourself that quiet periods mean failure. “If things aren’t going right or you’ve having a bad run of business, you might question what you’ve done wrong, but stick with your wobble and think to yourself – how can I right this? Personally, that’s when I look to my coach or mentor, but I also start to journal so I can see things clearer. You also need to realise that everyone who is a solo therapist will have had wobbles too, so you’re not alone,” explains Dija.
Flip your thinking as well and utilise and embrace those momentary dips says Karen: “On those days when it’s quieter I do refresher training on my devices and therapies, deep dive into my skincare lines and their ingredients, read my advanced skin science books, create Instagram content and prepare my monthly newsletter content. All of these things generate a positive output and reading an article may even spur you on to develop a new treatment or simply just enrich your knowledge bank.”
- Always celebrate your wins
Probably one of the most forgotten parts when you’re a sole trader is celebrating yourself, how far you’ve come and what you’ve achieved but it’s so important to do so. Whether it’s treating yourself to your favourite chocolates, booking a beauty treatment for yourself or buying a new outfit, you need to acknowledge reaching goals, targets or having a super successful week. “I always used to keep mini bottles of Champagne in the fridge and if I’d made good takings or had overcome something in the business, I’d pop one open and give myself a little cheers,” reveals Dija. “That’s why it’s so important to keep a list of the things you want to do and achieve because ticking them off is a win in itself. And share your achievements on social or within your group too so other people can celebrate you too.”
As well as daily wins, factor in the big celebrations too and consider how you’re going to mark special occasions. “Last year when I marked my 10-year business celebration, I didn’t just throw a party for myself, I decided to organise a charity event dedicated to my clients and local community so everyone could celebrate. The response was incredible, and it was such a rewarding feeling. Big or small, every win deserves recognition,” says Joanna.
- Never forget your why
Your purpose and your why is what will continue to keep you grounded but also helps you to grow, evolve and stay focused if or when doubts do creep in. “Looking back I’d have loved for someone to tell me how essential it is to find your why before you take the first step,” concludes Joanna. “When you work solo, there is no team to motivate you and no manager to direct you so your ‘why’ becomes your anchor. It’s the thing that keeps you going on difficult days or quiet weeks, and I wish I’d understood earlier just how powerful and necessary that inner clarity is. A decade later, I still always revisit my ‘why’.”