August 1, 2003
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North side owner has recipe for
first-time entrepreneurs |
| By Courtney Tritch |
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Chances are you've thought of starting your own business at one time or another, even if it was just a fleeting thought in between answering emails at your current job. But there are so many questions to answer. What type of business? Where? How can I make it really take off? And the questions are not always answered in a logical order.
Shelley Young was just such a budding entrepreneur in the mid 1990s. Originally from Iowa, she was living in Chicago and holding down two jobs, one as a private chef and the other at a local bistro. In an effort to get her parents to open an antique store in Chicago (in addition to the store they currently run in Iowa), she decided to do the legwork and find a location for the store herself. She found her way to the Lincoln Park neighborhood and fell in love with a quaint little unassuming brick cottage on the corner of Webster & Wayne.
She liked the building so much that even after the antique store idea fell through, she still decided to come up with a new business to go into that location. With 17 years of experience as a chef under her cap, she was determined to tackle her largest business endeavor yet, a cooking school that she called The Chopping Block.
The Secrets of Her Success
For the first 2 years in operation, Young paid the price of supporting a fledgling business, teaching every class and working 120-hour weeks. Today, with 6 years of success behind her, she has not only mastered delectable delicacies, but also the fine art of creating a growing and thriving business.
Her hard work has paid off and she attributes her success to the quality of her products and the loyalty of her customers. She also is careful to send a clear message to her staff: Customers Come First. While this may sound cliché, Young isn't kidding around. She is motivated to create the best possible work environment possible. She says, "I want this to be the best job my employees have ever had. If they're happy, they make my customers happy."
Customers are happy when they come to the school. Why? It feels like home. Young has created a warm, inviting atmosphere where the employees know the customers by name and attendees can relax and enjoy a cup of coffee before the class begins. She's even been told it's the same feeling as "Cheers" and let's face it, in the age of technology, it's good to be somewhere where 'everyone knows your name'.
Advice for New Businesses: In Her Own Words
- "You only open once so do it right. But, you don't need all the bells and whistles; they can come later. The more money you take out in loans, the bigger risk you're taking. Don't spend money on something unless it makes you money."
- "Create a product or service you see a need for. Have your priorities straight. Be smart about money. If you're only doing it to make money, it probably won't happen. You have the wrong perspective on what it's all about."
- "Be able to do everything at the same time and then when it's time, be able to delegate the responsibilities. And realize there are people who can probably do some things better than you. Turn responsibilities over to your staff, pay them well and trust them. If you don't trust them, you're wasting your energy."
- "Be able to change. You might start with a vision, but you have to be willing to change to what your market wants. Create new revenue streams. React quickly."
- "Get to know people in your industry and in the city and use them as resources. It's important to network because it's often who you know that gets things done."
Courtney Tritch is membership and communications director for the Lincoln Park Chamber of Commerce.
She can be reached at 773.880.5200 or
courtney@lincolnparkchamber.com.
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