Start Up Cost Alternative: Barter

This is taken from Chapter One of my book, How I Changed Careers.

I have learned that most people fear starting a business becasue of the financial risk.  That risk is real.  But if you were content with a repetitious 35 year worklife existence  leaving a boring job at 4:58 to come home for a beer and an evening of  [insert sitcom], you probably do not have the mindset of an entrepreneur.

Mortgages, groceries and kids needs are real.  As I stated earlier, friends will be willing to help you.  Sometimes just for the excitement factor. . . and starting your own business is exciting.

But it doesn’t have to be expensive.

Here’s how I was able to obtain some of the services I needed to get started.

Website
My friend Julie Wu (juliewu.net), built my first website.  She was taking a class on web design. I traded her product, and partial cost of the software she needed. She also did some of my early photography.

My friend David Castellanos, worked on animation for website.

Logo/ Corporate Identity
James Lundberg, is a true artist of graphics.  And fortunately a friend.  We arranged to meet during lunch time in a supermarket parking lot. I had the bottles for the product. I told him I wanted something “High-end, but not tacky ‘classy’.  Evocative of the minimalist design of Armani Casa and Kenneth Cole. Something that could be carved.” At the time, I was only making ChrisTmas presents, not establishing a company.

I paid him what I could at the time.  Generous but definitely discounted for a friend.  He also designed the catalog we still use.

Photography
Phil Cohen, a master of photographic lighting took the inital product and lifestyle photos, and that beautiful photo of our cover model.  Anything that I gave or did for Phil (and Kelly who is the diva of photoshop) does not compare to how they helped me.  I’m still humbled.

Gordi Morey, does updated product photos when needed immediately.  I help Gordi with contract issues and marketing copy for his projects.

Models
I am fortunate to have good looking friends.  Only last July did we start working with professional models. For the early models, I had them sign a release allowing me to use the photos, but I also added language that If I sold the company, they would have to be compensated individually, for thier photos to be used by any future 100% equity owner.

..a secret.. our cover model is a highschool friend of mine, (one of my closest friends in the world) She is not a model.  She is actually a very accomplished executive, mother of 2, wife, marathon runner and entrepreneur.  She embodies the ideal of my business.  I was so determined for her to be my cover that I flew her to LA just for the shoot (patting myself on back).

One of my best friends in the world...and not a model by profession

Accountant
A friend recommended her accountant to me.  The accountant had a home based business and did my bookkeeping in addition to taxes.  There was no discount here, but her rates were reasonable.

Consultation
H.P. is an executive at SUPERHUGECONSULTINGFIRM.  She makes my work ethic look minimal. She is working on the United States Bailout Package….and in her spare time gives me advice on running Travertine.

Legal
Me   All that corporate, contracting, negotiating and trademark knowledge still pays off!

In addition to whatever monetary remuneration I paid or dinner tabs I picked up, I also allowed everyone to use materials for their  portfolios.  I still mention them by name in press interviews that I do (and now we deal with some of the largest media institutions in the world). And of course, I made sure everyone was supplied with my products and apparel.

Don’t be misled and think, “I don’t have the friends that you do.”  You may not.  But look at what you do have. You may have things that I lacked.  I am persuaded that all you need is surrounding you.