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Interview With . . . Shari Beck Sandcastles Ajax, Canada by Maria Gracia 1. What is the name of your company? Where are you located? How long have you been in business? I am Shari Beck, from Ajax, Canada. My business, Sandcastles, has been operating since 1996. 2. Is this your primary business, or a part-time business? The organizing business supplements a wedding planning business that I also run under the Sandcastles name. I find that many of my organizing clients are those whose weddings I helped plan. It's not every day that a wedding planner gets repeat 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 have always been an organized person, and friends and family have often asked me for help. I guess you've heard this one a million times, but it's true! 5. What type of organizing do you specialize in (home, office, etc.)? Obviously, I specialize in wedding and event planning. My organizing business also includes home organizing (space planning, storage, decluttering), and personal organizing (wardrobe planning, finances, etc.) 6. Do you sell products, services, or seminars? Please describe. I sell a line of wedding accessories, conduct seminars on organizing and decorating, and sell any service the client needs. 7. Have you written a book(s)? If so, what is the title(s)? Yes, I have a wedding planner called "The Once Upon a Time Wedding Resource," and a home organizing book called "Organize Yourself!" 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 have a monthly wedding e-zine, and I am planning an organizing one. It will be free. 9. Do you have a web site? If so, what is the address? My Web site address is www.globalserve.net/~sandcastles 10. Is travel a big part of your business? No, only from Ajax to Oshawa or Toronto, which is more like commuting. 11. Who is your primary target audience? Everybody! Although my Web site appears to cater to newlyweds starting out in their first homes, I do get other clients as well. 12. Describe your typical workday. No day is typical! 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? As with any business, you can set your own limits. I find that combining the organization of weddings with my organizing business, I certainly can make enough money. I suppose it also depends on your geographic location. Ajax is 20 minutes from Toronto, so I am able to take advantage of that market. 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 teach a wedding planning seminar at Durham College in Oshawa, as well as an 8-week decorating course. In both of these we delve into the world of organizing, and many of my students become my clients. 15. Which one marketing technique have you found works the best for you? Please describe. My Web site. It's like an infomercial! 16. Describe a successful, creative marketing technique that you use, or that you've used in the past. I find that the best thing for me is the yellow pages. I have included my Web site address in the ad, and had great results. 17. Do you feel that networking plays a big role in growing your business? Yes, although for me that means networking with other business owners in the community, or possible suppliers. Everyone seems to know everyone in our town, and that really helps get referrals. 18. What do you do to generate referrals? Generally, I find these come if I just do a good job. 19. What do you find to be the most exciting part of your business? This would have to be the look on a client's face when they see for the first time that they have a closet floor! 20. What do you find to be the most frustrating part of your business? Having never been a pack rat or a clutter bug, I find that I often have to bite my tongue! 21. Describe your greatest success in this field. That would have to be my own home office. Most people can shut the door on theirs, but mine is located in the front hall of my condo! Therefore, it has to look good. I get many compliments on how a 5 foot by 12 foot space filled with oriental rugs and cherry furniture can also house a computer, fax machine and photocopier so well! 22. As a professional organizer, do you have a funny story to share? I have a very dear friend, who I originally met when she hired me to help her out with a house she was moving into. Even after the job was over, we kept in touch. We have been through a lot together, and we sometimes laugh when we remember that we found each other through the yellow pages! 23. As an organizer, what professional organizing information or tools are you always on the lookout for? I read anything I can get my hands on, and I love your newsletter! I find that there is not too much written for the professional organizer; most of it is for the homeowner. 24. Looking ahead, what do you see as your greatest challenge? With more and more people working at home, I feel challenged to come up with a seminar on home offices, and perhaps a planner. 25. What is your best tip for people interested in becoming professional organizers? Get yourself organized first. Clients won't hire you if they find out you have your own collection of clutter! 
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