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Interview With . . . Elizabeth Hanley Coyote Professional Organizing Hagersville, Ontario, Canada 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 Elizabeth Hanley. My company name is Coyote Professional Organizing (Creatively Organize Your Own Territorial Environment). I'm located in Hagersville, Ontario, Canada, about 1/2 hour south of Hamilton. I started my business in January, 2003. 2. Is this your primary business, or a part-time business? For now, it is still part time. 3. Are you a member of NAPO? (Please indicate if you're an officer.) No, I am not a member of NAPO, but I am planning to become a member of POC (Professional Organizers in Canada) in the next few months. 4. Why did you become a professional organizer? From the time I was a little girl, I have enjoyed organizing and re-organizing everything. At 35 years old I still did not know 'what I wanted to be' ... until I discovered that people actually make a career out of organizing. Organizing is FUN ... and in these stressful times, everyone should be doing something they love! 5. What type of organizing do you specialize in (home, office, etc.)? I am specializing in residential organizing. I think if you can get the home organized to run smoothly, that is the most important thing. Everyone needs a tranquil home to come home to at the end of the day, and good organizing systems can make that happen. 6. Do you sell products, services, or seminars? Please describe. I do not sell products. I have an array of catalogues which I may refer to, but I try to use resources available that the client already has whenever possible. Not everyone has an unlimited amount of money to spend on getting organized, and I believe they shouldn't have to. What I am really trying to 'sell' is the peace and joy that comes from being organized. 7. Have you written a book(s)? If so, what is the title(s)? I have not yet written a book, but I am definitely considering doing so. I am collecting every little bit of 'organizing' information I can get my hands on. 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? No. 9. Do you have a web site? If so, what is the address? Not yet. 10. Is travel a big part of your business? Not really. Because I reside in the country, I have to do a bit of travelling to get to clients. 11. Who is your primary target audience? Usually females, either busy moms or seniors. 12. Describe your typical workday. I spend my mornings taking care of 'in home' things, my own cleaning, organizing, phone calls, emails. In the afternoons I work on my business, either on the computer, or with a client. 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? Yes, I definitely believe there is lots of money to be earned, especially once people realize this is a REAL profession that there is a REAL need for! The problem is, the field is so new. I'm sure that in 5 years time it will have evolved into something as common as hiring a housekeeper. 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)? I have only used local newspaper and public postings. 15. Which one marketing technique have you found works the best for you? Please describe. The best marketing technique is FREE. It's called word of mouth. Telling everyone you meet what it is that you do, and giving out your business cards. Also, doing a wonderful job with clients, so that people talk about you to their friends. 16. Describe a successful, creative marketing technique that you use, or that you've used in the past. Well, since my career in the field of professional organizing is still so relatively new, I think the best thing for me has been talking to other Professional Organizers who are more than willing to talk things through with me, share ideas, and encourage me. For me it's a real challenge to stand in front of people and say 'hey, this is what I can do for you!', but talking to other POs has given me more confidence to do just that! 17. Do you feel that networking plays a big role in growing your business? Absolutely. 18. What do you do to generate referrals? For now, when clients are really pleased with their results, I ask them if I can leave a few business cards with them. They are usually excited to take them, to tell friends. 19. What do you find to be the most exciting part of your business? Taking the 'After' pictures. I think I am more excited than the client! I find great satisfaction seeing a job done and looking perfect and neat. 20. What do you find to be the most frustrating part of your business? As I said, I have only been doing this professionally for a short time, so the frustrating part is having the patience to wait for business to come. 21. Describe your greatest success in this field. I did a 14 year old A.D.D. girl's room...she walked in when I was done and shrieked 'oh my God, I can't believe what you've done with my room! I LOVE it!' I felt like a designer on one of those decorating shows. The mother didn't have a lot of money, so all I really used were baskets, magazine holders, nice stacking boxes and pretty glass containers all from a dollar store, and I added a wall clock and a bulletin board from a discount store. I couldn't believe how I could make such a 'something' from 'nothing'. I also found out that this girl has been able to maintain her room with only very occasional reminders from her mother. 22. As a professional organizer, do you have a funny story to share? I had one client who had a basement so cluttered with stuff she wouldn't allow someone to come in to fix her computer. They had little pathways through the clutter, to get from one area to another. When I was done, there was nothing on the floor whatsoever. I had a whole wall of plastic boxes, all labelled. When they came in, at first they were amazed. Then it set in 'WHERE'S ALL OUR STUFF??' The reality was, all the stuff they had was good stuff, it just needed to be filed or put away. They had boxes all over from TV's, printers, sewing machine...I just stacked them all one inside the other and put them in an unused corner. That alone cleared a major part of the floor. All I had was one grocery bag with real garbage. They just couldn't believe that I didn't come in there with a front-end loader and a dumpster! 23. As an organizer, what professional organizing information or tools are you always on the lookout for? I am always looking for creative ways to store things. Even if I don't really care for a particular idea, I hang on to it, because it might appeal to someone else. 24. Looking ahead, what do you see as your greatest challenge? My greatest challenge is, and will probably always be, having the confidence to promote myself. Sometimes I just sit back for a week to see what happens..and NOTHING happens. I have to keep at it every single day to MAKE something happen. 25. What is your best tip for people interested in becoming professional organizers? If you love it, go for it. Learn everything you can from people who know. And most of all, don't let anything stop you. 
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