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Interview With . . . Audrey Thomas Organized Audrey, LLC Bloomington, MN by Maria Gracia 1. What is the name of your company? Where are you located? How long have you been in business? My name is Audrey Thomas and the name of my company is Organized Audrey, LLC. I'm located in Bloomington, Minnesota. I've been in business officially for 2 years, although I've been putting on Home Organization Seminars for 12 years. 2. Is this your primary business, or a part-time business? In February, my husband left his 16 year career in sales and marketing to help me in the business. 3. Are you a member of NAPO? (Please indicate if you're an officer.) I've been a member for four years and last year served on the board as program chair. This year I'm heading the 'Go Week' event. 4. Why did you become a professional organizer? I've spent years speaking on organization and I find it so rewarding to be able to help others create a more peaceful atmosphere in their home. 5. What type of organizing do you specialize in (home, office, etc.)? I mainly focus on homes and home offices. About 75 per cent of my business comes from public speaking and Corporate Lunch and Learn sessions. 6. Do you sell products, services, or seminars? Please describe. Yes to all three! I sell my book; The Road Called Chaos, a guide to help others understand their disorganization, a Menu Planning Home Study course with a workbook and DVD, Recipe booklet, A guide for teaching children skills and responsibilities and a Holiday Organizer. All items are available on my website. I offer personal organizing services on a one-on-one basis and also speak to groups as a keynote and seminar speaker on various topics. 7. Have you written a book(s)? If so, what is the title(s)? Yes, The Road called Chaos-Taking the first Steps Toward Organization. 8. Do you publish a newsletter? If so, is it a print newsletter, or an e-zine? Is it free, or is there a charge? I mail an e-zine quarterly and it's free. 9. Do you have a web site? If so, what is the address? Yes, it's www.organizedaudrey.com 10. Is travel a big part of your business? My organizing business is limited to the Twin Cities of MN and some travel to WI. My speaking business is taking me all over the country. I leave for Phoenix in a couple weeks. (Too bad it's not January!) 11. Who is your primary target audience? Mostly women/mothers. These tend to be the 'home managers' and because I specialize in the home arena, these are the individuals who are needing my services. 12. Describe your typical workday. I try to exercise from 5:30-6:30, spend some quiet time reading and aim at being ready to start my day by 8:30. My children leave for school at 7 a.m. and 9 a.m. When I don't have outside appointments, I usually try to work in my home office from 9:30 until about 3:30. I try to get out over the lunch hour and take in some fresh air and sunshine and perhaps run an errand or two. Many times I have a public speaking engagement from 9:30-11:30 or over the lunch hour for corporate Lunch and Learns. If I'm teaching an evening seminar, I'll usually have about an hour prep time for that in the late afternoon. 13. Every person interested in entering the professional organizing field is wondering, "Can I make enough money doing this?" What is your outlook on this question? This is our only means of income. It takes hard work and a high tolerance to risk. Further, I had to get very serious about running this as a business, not an expensive hobby. We have budgets, do sales forecasting, invest in product development, advertising, public relations, etc. In the final analysis, I'll let you know in about a year if I can make enough money doing this. 14. Which of the following marketing vehicles have you used to help you grow your business (direct mail, newspaper advertising, free workshops, radio, television, web site, e-zine, telemarketing, yellow pages, joint ventures with other professionals, publicity, other: please describe)? My marketing is multi faceted. I use my website, magazine advertising and direct phone sales to develop my corporate business. I've invested in professionally designed communications pieces for my speakers packet. For consumers we take a little different approach; the yellow pages, radio, public relations, my website and cross promotions with other companies reaching the same audience I do. 15. Which one marketing technique have you found works the best for you? Please describe. My website and the yellow pages probably generate the most raw inquries, but referrals consistently get me the most business. Once people have hired me or one of my associates, they tell their friends about their experience and we benefit. 16. Describe a successful, creative marketing technique that you use, or that you've used in the past. We use high-value coupons with a retailer here in the Twin Cities. We give their coupons to my audience members, they give my coupons to their customers. 17. Do you feel that networking plays a big role in growing your business? Absolutely! The more I can get the word out about who I am and what services I provide, the more apt I am to make another sale. As stated above, I've looked into several networking options and am leaning towards an all-female networking event which occurs 4 times a year. 18. What do you do to generate referrals? I ask my current clients if they know of anyone needing my services. If they share a name with me which I later convert to a sale, I offer the referring client 15 per cent off their next work session. 19. What do you find to be the most exciting part of your business? When I hear from a client 'You have changed my life!...My husband is so thankful for what I'm learning or I feel great regarding the new habits I'm forming 20. What do you find to be the most frustrating part of your business? Trying to block enough time to properly grow this business. 21. Describe your greatest success in this field. I was working with an individual at her place of employment. She was considering leaving the field because of her disorganization. After working together, she not only decided to stay in her field, but to get her Masters degree and pursue her career even further. She felt the skills and habits she learned enabled her to quit running from other areas of her life. I felt as if I really made a difference in this woman's life. It was a proud moment for me. 22. As a professional organizer, do you have a funny story to share? I was setting up a seminar, participants were coming in and milling about the room when I noticed a 70+ year old gentleman sitting at one of the tables. I thought maybe he had come to the wrong room as I was in a large building. As I began my presentation,he began taking copious notes. During Question/Answer time, he asked some of the best questions. It turned out he felt he was never too old to learn and felt he received some helpful information that evening. He was looking forward to implementing some new things at home! 23. As an organizer, what professional organizing information or tools are you always on the lookout for? I enjoy learning about new products on the market. The Expo at the National NAPO conference in April was very interesting. 24. Looking ahead, what do you see as your greatest challenge? Access to capital for product development. I have so many ideas for new products and services but I am limited by the amount of money we have access to. 25. What is your best tip for people interested in becoming professional organizers? If you are able to, attend a local chapter meeting of NAPO and meet other organizers. Consider working as an associate with another organizing consultant in order to gain experience. Read everything you can get your hands on regarding organizing, marketing a small business, and public speaking. 
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