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Interview With . . . Lorraine Pirihi The Office Organiser Melbourne, Australia by Maria Gracia 1. What is the name of your company? Where are you located? How long have you been in business? The company name is The Office Organiser. We are located in Melbourne, Australia and have been in business for 5 years. 2. Is this your primary business, or a part-time business? The Office Organiser is my primary business. 3. Are you a member of NAPO? (Please indicate if you're an officer.) No, I am not. 4. Why did you become a professional organizer? I wanted to start my own business and looked at the skills I already had. Organising was one of my major strengths. I enjoy showing other people how to make their lives easier by being organised. 5. What type of organizing do you specialize in (home, office, etc.)? I specialize in office organising. 6. Do you sell products, services, or seminars? Please describe. I have a range of products which include an audio and video cassette, manuals and booklets. I am also a workshop and seminar presenter and speak on "How to Have Less Mess, Less Stress and More Success." The services I offer as well as the speaking and training include personal productivity and life coaching. 7. Have you written a book(s)? If so, what is the title(s)? Yes, my book, video and product titles include: 1. Get Organised - Get a Life 2. Work Smarter, Not Harder 3. How to Gain an Extra Hour in Your Day 4. Top Tips from The Office Organiser 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 publish a regular, fortnightly, free e-zine. 9. Do you have a web site? If so, what is the address? Yes, it's www.office-organiser.com.au 10. Is travel a big part of your business? No. That's by choice as I have three children, a 45 year old (my husband), my daughter who is 17 and my baby boy who is 8 years old. Having a balanced life is very important to me. 11. Who is your primary target audience? Businesses with 50-250 employees. Although that is my target, I have many clients in small business. 12. Describe your typical workday. It varies greatly. I spend 80% of my time marketing my business, on the phone, networking and general follow-up. 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? You certainly can. To do this you have to be "business savvy" and a great marketer. If you're not, then you have to learn how to be. 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)? E-zine, writing articles for various publications, networking at business functions and following up, telemarketing. 15. Which one marketing technique have you found works the best for you? Please describe. Networking. Attending business functions at least one function a week and meeting new people. The key is to follow up. Everyone I meet who is considered a "prospect" is entered into my database. I then e-mail them with relevant information about my business and follow them up 2 days later. Everyone in the database receives my e-zine every fortnight, so I am constantly in touch with them. I believe the key is to follow up, follow up and follow up. Then having the system to stay in touch. 16. Describe a successful, creative marketing technique that you use, or that you've used in the past. The e-zine works very well! 17. Do you feel that networking plays a big role in growing your business? Definitely. 18. What do you do to generate referrals? I have a feedback sheet that my clients fill out at the end of the second personal session which actually asks for referrals. When I speak I always have a feedback form for workshops, which also asks for referrals. I also keep in close contact with key clients--phone them, take them out to lunch or send a special offer every few weeks. 19. What do you find to be the most exciting part of your business? Helping people get organized. It's very rewarding. 20. What do you find to be the most frustrating part of your business? Bringing in the business and getting repeat business from current clients. 21. Describe your greatest success in this field. I'd have to say that it's having clients who say that I changed their lives. 22. As a professional organizer, do you have a funny story to share? There once was lawyer who "very personal item" sitting in his desk drawer--I'll leave it to your imagination. He said one of his clients gave it to him. 23. As an organizer, what professional organizing information or tools are you always on the lookout for? Any information on how to enhance your life through being organised. 24. Looking ahead, what do you see as your greatest challenge? Leveraging myself! 25. What is your best tip for people interested in becoming professional organizers? Speak to successful organisers and learn from them. 
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