The Mocha Manual to Turning Your Passion into Profit: How to Find and Grow Your Side Hustle in Any Economy

304 Pages·2009·1.22 MB·English

by  Kimberly Seals-allers

The
o a
M ch
MANUAL
to Turning Your
PASSION into PROFIT
✳
How to Find and Grow Your Side Hustle
in A ny Economy
✳
Kimberly Seals-Allers
To my children,
Kayla & Michael Jaden,
who fuel my passion for life
Contents
Acknowledgments
vii
introduction
You Can Turn Your Side Hustle into the
Life of Your Dreams
1
chapter one
Reclaim Your Passion and Purpose
9
Side Hustle Success Story #1: From the Streets to Satin:
Doreen Motton, president and CEO of Neero & Ana
22
chapter two
Fit Matters: How to Find the Perfect Business Match
29
iv Contents
=
Side Hustle Success Story #2: A Tree Grows in Brooklyn:
Lisa Price, found er, president, and CEO of Carol’s Daughter
57
chapter three
Will It Work? How to Properly Research and
Test Your Business Idea
61
Side Hustle Success Story #3:
The Crossword Queen: Jan Buckner Walker,
president of Kids Across Parents Down (KAPD)
83
chapter four
Other Paths to Entrepreneurship:
Buying a Business and Franchises
87
Side Hustle Success Story #4:
From Film Production to Food Production:
Karen Jackson, own er of Crunchy Foods
113
chapter five
Entrepreneurship 101: Eight Essential
Business Skills for Success
117
Side Hustle Success Story #5: From High School Dropout
to Terminal Takeoff: Gina Stern, own er of D_parture Spa
151
Contents v
<
chapter six
Spread the Word: Building Your Brand, Creating
Buzz, and Marketing Your Business
155
Side Hustle Success Story #6:
Inn Style: Monique Greenwood, own er of the Akwaaba bed-and-breakfast chain
186
chapter seven
Crank It Up! How to Take
Your Business to the Next Level
191
Side Hustle Success Story #7:
The Million- Dollar Lady: Sandi Webster, cofound er of Con sul tants2go
220
chapter eight
Take the Leap: How to Transition from Employee
to Full- Time Entrepreneur
225
Side Hustle Success Story #8:
The Fashionista: Toni Scott Grant, president of Scott Phree, Inc.
242
chapter nine
Getting Personal: Take Charge of
Your Business and Your Life
247
vi Contents
=
Side Hustle Success Story #9:
The Brainiac: Sharon Sauls, president and
CEO of SKY Neurological Rehabilitation
269
Sample Documents
273
Appendix
279
About the Author
Other Books by Kimberly Seals-Allers
Credits
Cover
Copyright
About the Publisher
Ac know ledg ments
Many, many thanks to the countless people who sup-
ported me to complete this book. First and foremost, I
thank Jehovah for giving me the strength to get through
difficult times. My second debt of gratitude goes to the
many women, entrepreneurs, trailblazers, and superstars
who shared their stories, triumphs, and struggles with me
to make this book possible. To my parents, James and
Alma Seals, I am eternally grateful for your love and sup-
port. Katrina, Jeffrey, Aunt Margretta, and Naelen,
thank you for always believing in me and telling me I
could do it even when I didn’t think so. Thanks to Ta-
mika Nunley and Christen Claytor for your research as-
sistance and for helping me stay organized—a thankless
job, I know. And to Dawn Davis, my book editor, thank
you for believing in me and the Mocha Manual brand
and pushing me to give you my best. Thanks to my girl-
friends, Donna, Sherese, Schalawn, and Keiva, who
helped with babysitting, inspirational bottles of wine to
help ease the writer’s block, comedic relief, and so much
more throughout this project—I value our friendship.
viii Ac k now ledg ments
=
Lastly, I want to thank my children, Kayla and Michael
Jaden, for reminding me to laugh, showing me the true
meaning of love, and helping me soar to new heights.
And to Greg, my chief cheerleader and partner in life—I
couldn’t have done it without you.
introduction
You Can Turn Your Side Hustle
into the Life of Your Dreams
Our deepest fear is not that we are inadequate. Our
deepest fear is that we are powerful beyond measure.
It is our light not our darkness that most frightens us.
We ask ourselves, who am I to be brilliant, gorgeous,
talented and fabulous. Actually, who are you not to be?
—Mar ianne William son
I
am an entrepreneur. This may sound like an easy and
simple declaration. But my road to entrepreneurship was a
long and winding one. You see, for most of my working life
I have always been connected to something bigger than myself—a
major magazine, a large media company, or a high- circulation
daily n ewspaper—and unbeknownst to me, this was a huge part of
my self-identity. The mere thought of leaving that security and
all that comes from being connected to something bigger than
life was far too scary for me to take on. Today, I’m the president
of the Mocha Manual Company—the preeminent voice, advisor,
and ally of the woman of color market. I have the amazing honor
of working each day doing what I love—I am passionate and I am told
it shows! A great deal of my time is spent editing and directing