Just over a year ago, I would never have dreamed I could have done what I have. Just over a year ago, I was in a dark space, having fallen there through work-related stress. Not knowing what I could do with my professional life anymore, I embarked on my journey, first by reading Richard Bolles’ “What Color Is Your Parachute?”
A difficult read, it took me months to work through a series of activities that helped me to rebuild my self-confidence and shape my professional future. Literally just a few days ago, I reminisced over a gin and tonic in the garden, with a friend who I approached way back when. She reminded me of one of the tasks I undertook; asking a range of friends to answer as brutally as they felt able to, what they thought my key knowledges and skills were. She recalled telling me she thought I would be perfect to undertake a range of roles, a teacher, a speaker, a role model. Though she hadn’t said it at the time, she pointed me in the direction of a portfolio career…
So, today’s blog is about my journey, giving the highlights (and possibly some lowlights). Why did I decide to write it? Having met another former headteacher colleague for a coffee, they wanted to know how I had done it. Looking at a photo from 10 years ago, taken at a headteacher conference, it is shocking to think only 1 of the group of us was still a headteacher until a matter of days ago (when she took early retirement). The sheer number of people who have left headship for a variety of reasons is staggering. An NAHT report (November 2022) stated that 25% of headteachers left their role within 5 years of taking it up (rising to 38% of senior leaders) and it was this that got me thinking, how many more people would appreciate knowing how to take those brave steps…
The key take-aways I suggest as a starting point are;
- Find your unique selling point
- Consider how you will advertise and network
- Accounting and tax considerations
- Celebrate your success and give yourself time
Unique selling point
One of the key things I learned very quickly is to think about what makes you and what you have to offer stand out? It doesn’t necessarily have to be unique but it does have to fill a gap in the market and crucially it has to make you feel happy in what you do. You need to ask yourself how you can combine your knowledges and experience with your skill set to provide something that people want.
For me, as a former headteacher, I have lots of skills that I had potentially overlooked. Not only had I a wealth of managing people and a whole range of situations, I had a range of anecdotes to supplement the points I make within training I facilitate and deliver. Not only that, as a survivor of Section 28 (see more in a previous blog), a point I do not make lightly, I have overcome adversity that helps to give others a voice. I can be a role model. As a story teller, I have developed credibility through the books I have published. As a teacher, I knew I wanted to continue to deliver on my core values of empowering others to learn and be the best they can.
So, what is it that makes you and what you offer unique? Take time to construct this and know that this can and will evolve.
Advertising
Another evolving phenomenon is advertising. I was in a school just the other day. Sitting in the main office signing books, the office manager, a very bubbly and personable lady answered the telephone. I had to chuckle to myself as she enquired who was calling and fielded a number of questions as the person on the other end of the telephone (clearly a sales person) unsuccessfully attempted to speak to the head teacher. Schools are busy places, as are all businesses. Time is money and you need to get across how what you offer can be of benefit.
Leaflets are one way but just because you have created and posted thousands of leaflets, while they won’t necessarily reap huge uptake, with the Pfeiffer Report acknowledging only a 3.5% response rate (Pfeiffer, 2024), even if they give a couple of leads, it is worth it. Leaflets need to be eye catching and need to have as little friction as possible; it needs to take potential customers directly to where they need to be. QR codes are a great way to do this (there are many free creative sites that do this) – I send my potential audience to a short LinkTree site that in a nutshell directs people to the appropriate places. Try to include positive photographs and images that represent your offer and where possible try to develop a consistent brand. This could be using specific colours, your own logo and a set font for example.
Unless you have a real flair for it, it is worth investing in a graphic designer to develop things such as logos and sign-writing. The more professional an outfit looks; the more credible your service appears. But don’t just go for the first ideas, take feedback from people you trust to give you honesty. I was fortunate to collaborate with Jason Shelton, a graphic designer friend who came up with lots of ideas. Sharing some initial ones with other friends, I was able to settle upon something I felt represented all aspects of my business.
But advertising takes in a range of aspects. Leaflets and posters are great but you may also need to consider paid advertising on social media or in publications relevant to your service. Whenever I deliver sessions, I take a pop-up banner (again complete with QR code to direct people further) and also wear a logoed hoodie whenever I am delivering as this is all free advertising that gets my name and brand out there!
Networking
It’s all about getting yourself and your name out there. Networking is not just on social media (though this is a great avenue, it has its many strengths and pitfalls). My philosophy is that if there is any chance I can speak to a potential collaborator, I will take it. There are many networking groups that you can link with. Choose wisely. Some may not necessarily be relevant to what you do. Some may want to take advantage. Be prepared to give out some “freebies.” My mum always used the phrase you have to use a sprat to catch a mackerel. It’s true; nobody wants to do something for nothing. This is why you need to consider which networks will be most mutually beneficial.
There is nothing more powerful than the word of mouth. So, if you do a good job as part of a networking meeting, it could lead to more work in the future.
Tax & insurance – the boring but necessary bit:
Ultimately, all that networking and advertising needs to lead to paid work; and paid work has to work within the constraints of the tax system. Here in the UK, the government website has many useful tools to help would-be sole traders but you will need to check these for the country in which you work.
Assume from the word go that the tax man will need to take a hefty chunk. Accurately record all your income and expenses, keeping a record of invoices and receipts. I keep mine on a spreadsheet that allows me to track my money monthly. At the end of each month, I take time to monitor and then set aside 20% of everything I have made, putting it into a separate savings pot. If you can, again, get an expert accountant to help because they will know what you can and can’t claim as expenses. The small amount you spend on an accountant could save you their bill and more; one tip is that if you are working from home or using your car for work, you can claim a portion of these running costs against your earnings. Completing tax returns can be a complex thing so put aside plenty of time to go through it and get it checked – and the biggie; do it early to avoid the stress at the end of the tax year. The more complicated your work portfolio is, the more complex your return will be.
It isn’t just your accountancy that you can claim for. Ensure you have taken out appropriate business insurance to cover yourself for such things as public liability and for any stock you may hold as part of the business.
Celebrating
So having gone through the hard work of synthesising your strengths, advertising, networking and completing the “boring stuff,” it is time to celebrate your achievements. When you are in charge of your own business, there is a danger of it becoming all consuming. There is also a danger of taking things potentially all too personally, especially when you get the inevitable rejections. It isn’t because you are rubbish (though it is easy if you are not in the right head-space to consider this opinion). Sometimes, what you offer just isn’t right for everyone.
An example that comes to mind was when I launched my third book. I was thrilled to be supported by Costa who enabled me to hold one of my launch events in a local coffee shop. While sharing this on social media, I was trolled by a particularly unpleasant individual who questioned why Costa was “reinforcing its reputation as a paedo-supporting organisation” (thanks @Magpieandbadger on X). I could have let this trouble me, however I embraced the hate and reaffirmed that was why I did my job; to tackle prejudice and educate those who need it.
With a positive mindset, you find that negativity is far outweighed by the happy vibes and I have lots to celebrate; the launch of my third book, recognition from OFSTED for the work I have done in schools and swathes of lovely testimonies from scores of schools, corporates and charities alike, with whom I have had the pleasure of working. Not least was when a headteacher approached me following one of my routine assemblies to say that a child who had volunteered an answer had spoken out in assembly for the first time about his own diverse family. If I can give a voice and representation to someone who hasn’t spoken out before; fantastic!
Yes, there are times when you might question if you are up to the job, but give yourself a stiff talking to, imposter syndrome is a very real thing. But put things into perspective, pause and thing about all you have achieved.
Making time for yourself
While there is a danger of questioning yourself, there is also a potential to have a fear of missing out. Your new business is your baby and I will be honest, I still find it hard to say no to something. There are times however that you need to be able to switch off. On the positive, having your own business gives you the flexibility to be able to take time out when it is convenient to you. When I opened this blog, I talked about the need to enjoy what you are doing. You also need to remember that you work to live, rather than the other way around. Crucially, make time for yourself, not just for taking holidays, but for regular recreation.
To conclude…
In essence, being your own boss is both liberating and scary in equal measure. This blog has touched on just a few points but essentially, get your unique selling point right, advertise and network with the appropriate people, lean on experts where you can and make time (even for the boring bits). Ultimately celebrate quick wins and don’t be too harsh on yourself when things don’t go as planned.
Finally, reach out to others. That’s exactly what I did (and is exactly what others have done with me too). So if you do want to talk more about it, get in touch and if I can help, I will.
Troy Jenkinson 