Down
by the River Lavender, a farm in Washington state that grows (not
surprisingly)
lavender, has been both a business venture and an adventure, said
Beth Hammerberg, its owner, operator, and farmer. “I really enjoy
the challenge of building my business slowly and intentionally,”
she added.
Hammerberg
started her company in 2016 and markets lavender soaps, essential
oils, and other products through several channels. She sells
wholesale to other small businesses and also uses e-commerce to offer
products on a retail basis. Hammerberg acquires direct sales through
craft shows and other events, and she sells in bulk to other
businesses that use her products for their own operations. For
example, a restaurant might use soap from Down by the River Lavender
in its bathrooms
and kitchens.
Over the past seven years, Hammerberg has learned much about running and growing a business. These are among the most critical lessons.
Treat your business as a business
This
may sound like common sense, but it’s not unusual for some new
business owners to choose lavender farming—or another venture—for
the lifestyle it can offer, rather than as a money-earning operation.
Yet few people can afford to give away their time, energy, and money
forever. “That’s not sustainable,” Hammerberg said. Even if
your goal isn’t to build an empire, you still need to develop a
business plan that identifies your financial goals and outlines how
you’ll get there, she added.
Determine how quickly you want to grow
Hammerberg
and her husband, a co-owner, decided to operate Down by the River
Lavender on a cash-only basis and without taking out loans. She noted
this was an option, in part, because she also has a day job.
While
committing to a cash-only operation means it takes longer to scale,
it’s also kept Hammerberg from financially overextending herself
while she was gaining business and farming experience. “If I grew
too fast, my mistakes would have been more expensive,” she added.
To be sure, Hammerberg has made a few errors, but they’ve been manageable. For instance, she paid about $1,200 for an ad in a magazine that turned out not to offer the exposure that would have helped grow her business. “At that point, it was a big chunk of change,” she said. However, the expense didn’t upend her company.
I really enjoy the challenge of building my business slowly and intentionally.
Beth Hammerberg, owner, operator, and farmer of Down by the River Lavender
Choose business partners wisely
Along with the products she offers, Hammerberg curates a few items from other small business owners. Before partnering with a company, she’ll check that it meets her criteria. To start, the owner needs to be nice. “Part of the joy of building a business is that I don’t have to work with people I don’t want to,” she said. She also confirms that she can talk to the person actually doing the work.
Identify the services others can do better
Even
a small business can benefit by outsourcing some functions. “There
are things I’ve done that have taken fifty hours and that a
professional can do in one,” she said. For instance, Hammerberg has
hired experts in taxes and in social media.
The key is to find experts who are trustworthy, she said. Again, Hammerberg partners mostly with other small business owners whom she can contact directly.
Price what you’re worth
Through
her work with other small businesses, Hammerberg encounters many who
underprice their products. She’ll sometimes point this out, and
some adjust their prices. “It’s because a person gave them the
confidence to do so,” she said.
Seek support
Building a business need not be a solo venture, Hammerberg said. Many resources, like the Chamber of Commerce, can provide ideas and support. “You don’t have to do this alone,” she said.
Take time for family and friends
Even when building a business, you want to remember the people in your life. “It’s important to take time to enjoy the people who love you,” Hammerberg said.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.
