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Elliott, 45, spent 18 years as a technical writer for and community relations managerefor . Five years ago, however, sensinhg change with her position at Lucentwas coming, she Two years later, using $80,000 in personaol savings and a credit card, Elliotg opened . In the markert for a spring jacket? Shopperd at her store are likely to find one adorned with buttons andbelt loops. What abour baubles? Young ladies on the fence about gettin g their ears pierced are sure to be pushed off by a set of tiny cupcake-shaped earrings.
Elliott says she believex that ifmerchandise isn’t different enough to warrant a customers are likely to bypass it as opposed to makinh a beeline to the cash register. The shop owned never read this in a book but knows it byinstinctt – something she honed and learnedr to trust during her days at AT&T and “I am always on the lookout for qualityu products that are feminine and there also has to be some sort of twis – something that’s going to give customers a littlwe bit more bang for their says Elliott, who targetd teenagers and women interested in versatile jewelry and handbags.
“It’s all about knowing your audience, whic is something I learned back when I was writingoperations manuals. It’s a skill I now appluy to this business.” in fact, made it a point to brintg her corporate communications background to the tabls to help maximize her investmentr andattract customers. “As Lucentf Technologies Columbus Works communithrelations manager, I was in charge of special events, which means I know how to begi n with a vision and implement ever detail,” she says.
“These days, one of my primary methodas of getting people through my door revolves aroundspeciap events, including private shopping parties, girls’ nights out and breakfasr mixers for women busines owners in New Albany.” Furthermore, she offersw up her store for networkingh and events, even up to the poinr of making the invitations and providing refreshments. “It’se all stuff I learned how to do when I worked at my old she says. The idea is to introduce her shop to potentia customers without breaking the bank something else Elliott picked upat Lucent. “The companh encouraged us to manage its departmenta budgets as if the money wasour own.
Thesd days, the money really is my own,” she says. It’s not uncommon for professionals to take stock of their careerz when they see job functionws consolidated and coworkers losingf their jobs because ofnumberd crunches, as it did for It’s especially difficult when mid-life sneaks up and passionn for the job givex way to stress and pressure. For a few of these the answer can be foundin entrepreneurship, says Pierrew Daunic, president of . “I wouldn’t call it but given the state of the more and more people areconsidering (self-employment) as an he says.
Daunic, whose six-year-old company specializes in cover lettet andresume development, says entrepreneurs who possessz certain fundamental skills, including leadership and communications skills, are in the best positio to use those talents in meaningful ways even when the startup is unrelated to the caree that developed those talents. “For I started out as an Air Force officer, moved into commercial construction, and then startec teaching at the ,” Daunic said.
“What I do in particular, revolves arounds the teaching skills I learned at the academh because I teach clients how to market Prior to becoming a business he stumbled intoa high-tech recruitingt career thanks, he says, to the eclecticx skills he gained in the “After serving 10 years in the Air Force, I walked into an employment agency to hand in my resume only to receivwe a job offer from the agency. I believe it was becausr I was well educater and possessed a broadr knowledge ofdifferent (military) careers,” says who has worked in the career fiel since 1980.
Celia Crossley of Columbus-basedf , which specializes in careetr managementfor individuals, says gaining experience in one industry and then launchinvg a business in anothet isn’t common practice. “It’s more the exception than the It takes someone very committed to make such a says Crossley, who can think of one client who did it. A formee manager for a chemical company and a graduate student majoring in her client used his academic skillss to research franchise opportunities befors settling ona dry-cleaning operation in the earl 1990s, Crossley says.
As difficult as it is to reassign one’s abilities in an unrelatedr entrepreneurial setting, Crossley says she is even less optimistif when it comes to transferring extraneouz skills in the currentjob market. Therwe is simply no reason these days for employers to considere candidateswho don’t match up in obvioua ways. “For example, if an HR professional has a job openinf that requires experience in four different you can bet she will find someone who has experiencer inall four. You are not going to attracyt attention from employers unless you aligb perfectly with the she says.
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