“From Avocation To Vocation: How I Turned My Hobby Into A Career” With Katie Roering of Fontana Candle Company

An interview with Phil La Duke

Phil La Duke
Apr 17, 2020 · 13 min read

Ask your customer’s opinion/feedback. Frequently! You can guess all you want about how your customers view your business or think about your product. Why don’t you stop wasting your time guessing, and just ask them?

  1. Overestimate the amount of working capital you will need. You will always need more than you think you will, so if you overestimate this amount, you might actually be accurate.
  2. Underestimate the number of sales you will make. We all think we have the best product or service in the world, and we are going to set the world on fire with sales! What do you REALISTICALLY think you will sell? This is what should go into your forecast.
  3. Ask your customer’s opinion/feedback. Frequently! You can guess all you want about how your customers view your business or think about your product. Why don’t you stop wasting your time guessing, and just ask them?
  4. Marketing, Marketing, Marketing. Professional branding is MUST if you want your business to be taken seriously. There are thousands of candle businesses that are started every year. Why did Fontana face early success, when others just flounder? We used professional marketing and branding that made us look like a much larger company than we actually were. We clearly articulated our mission and what made us different from all of the other candles on the market. We got so many incredible opportunities as a result. We were too tiny to take advantage of some of the opportunities, but we gained many contacts to use in the future

Authority Magazine

Leadership Lessons from Authorities in Business, Film…

Phil La Duke

Written by

Author of “I Know My Shoes Are Untied. Mind Your Own Business” and “Lone Gunman. Rewriting the Handbook on Workplace Violence Prevention” and “Blood on my hands

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

Phil La Duke

Written by

Author of “I Know My Shoes Are Untied. Mind Your Own Business” and “Lone Gunman. Rewriting the Handbook on Workplace Violence Prevention” and “Blood on my hands

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

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