April 28, 2025 • 20 mins
Starting a business after 50 isn’t a limitation. It might actually be your biggest advantage. In this episode, we explore the rise of "encore entrepreneurs" and why more people are choosing to start businesses later in life. Confidence, clarity, and a lifetime of skills can all become powerful foundations for entrepreneurship.
We talk about how to recognize the value of what you already know, whether it’s managing people, solving problems, or building strong relationships, and how to apply that to running a business. This stage of life can offer emotional resilience, clearer priorities, and a deep sense of purpose that many younger entrepreneurs are still developing.
If you're thinking about starting something new or already in the middle of your journey, this conversation offers insight, encouragement, and practical ideas to help you move forward with intention.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Janice Hostager (00:04):
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business and
life in between.
Welcome to My Weekly Marketing.
Hey, hey, and welcome toanother episode of My Weekly
(00:34):
Marketing.
Today I'm going to talk aboutsomething that's not necessarily
related to marketing per se,but still something that I've
seen and continue to see in thesmall business world, and that's
starting a business over theage of 50.
Now you might be wonderingwhat's age got to do with it.
Well, think about it like this.
Launching a business later inlife isn't just about chasing a
dream, although it couldcertainly be that.
(00:56):
It's about mastering a lifetimeof skills that can really
supercharge your marketing gameas well.
I believe that age should notbe a barrier to anyone starting
a business, but instead afeather in your cap when you're
crafting a compelling brand.
If you're over 50 and startinga business, or even thinking
about starting a business, turnsout, you're in good company.
(01:18):
Over 50s, or encoreentrepreneurs, as they're
sometimes called, are a biggroup of people.
According to the US CensusBureau, more than half of US
businesses are owned by people55 and older.
More than half 52% of businessowners are 55 or older, 29% are
(01:40):
55 to 64, and 23% are 65 andolder 55 to 64, and 23% are 65
and older.
So if you felt alone or feltlike the oldest one in the room,
you are not.
I started my current businessafter I turned 50.
When my kids were really young,we were financially able for me
to take some time off to be astay-at-home mom for my kids.
Then, when my kids went toschool, I started doing some
(02:04):
freelance design work, whichgrew into a small but mighty
design and marketing agency.
But several years later wemoved again to a larger city.
I was really burned out fromdoing design and running an
agency, so I was really ready toface some new challenges.
I had just turned 50, and Iwent to a networking event and
this is what I heard (02:21):
You'll never find a job when you're
over 50.
This made me feel ill.
That wasn't true, of course,and I did find a job, which I
kept for a couple of years, butonce again, I really longed for
the flexibility and freedom thathaving my own business gifted
me.
So after another move, this oneto Texas, I decided I would go
(02:41):
back into business this timeback in marketing and my current
business was born.
Your story might be similar orvery different.
Maybe your kids left home andyou had abandoned your career a
long time ago to stay at homewith them.
Maybe a layoff forced you in aposition of not being able to
find a job in your field.
Maybe you've always wanted tostart your own business and you
(03:03):
finally have the opportunity.
Or maybe you've had a passionfor doing something significant
and new and you feel like thismay be your chance.
Whatever your reason for wantingto start a business today, I'm
going to go over a few thingsthat I've learned along the way
as an over 50 entrepreneur.
I'll talk about the benefits,the challenges, what you need to
(03:24):
identify first, the learningcurve and, finally, some
building blocks to your brand.
First, the benefits you knowmore than you think.
Even if you've been raisingkids and volunteering at your
kid's school.
You've absorbed a lot, so don'tlet the thought of I'm not
qualified rear its ugly head.
Imposter syndrome is a realthing and can leave you
(03:45):
paralyzed.
What you don't know can belearned, and there are more than
enough resources to get youstarted.
Emotional resilience,problem-solving skills and
conflict resolution abilitieshoned over a lifetime can
mitigate huge challenges in yourbusiness.
You're better equipped tohandle setbacks, adapt to change
and navigate complex businesssituations.
(04:06):
Trust me when I say this If youhave the most basic computer
and smartphone skills, you'realready almost there.
Bonus points.
If you already use social media, even if you've been going to
PTA meetings, raising kids andvolunteering, like I said,
you've gained skills.
Did you raise teens, people,management and wisdom, right
there, volunteered?
(04:27):
You probably used email,balanced your household budget.
That's bookkeeping.
So much more has been done withmuch less experience.
Sometimes starting a business isabout more than just money.
Sometimes it's about redefiningthe next chapter of your life.
With your children grown oryour career goals achieved or
maybe never realized, this couldbe the time to focus on a
(04:50):
project that excites you andgives you purpose.
Starting a business allows youto pursue your passions, turn a
hobby into a career or make areal impact in a field that you
care deeply about.
If you have been working or hada career, or make a real impact
in a field that you care deeplyabout, if you have been working
or had a career, your decadesof professional experience and
industry knowledge can provide asolid foundation for your
success.
(05:10):
You likely have a deepunderstanding of your customers'
needs, the market trends andsome industry nuances, which is
something no 25-year-old canmuster up.
You may also have aprofessional network that you've
built over the years.
That group can provide you withcontacts, mentors and potential
customers or clients.
You might also have accumulatedpersonal wealth, some assets or
(05:33):
retirement funds that you canuse to finance your business
venture, which gives you theability to self-fund or invest
without relying on externalfunding sources or financing
sources.
Lastly, many entrepreneurs ourage are driven by desire for
personal fulfillment.
Pursuing our passions orleaving a legacy.
You can create meaningfulimpact through your business.
(05:56):
Having said all this, starting abusiness is not without
challenges.
First, there are some financialconsiderations.
Although you may have a healthypersonal savings or retirement
fund that you can invest in yourbusiness, you also may be
stretched financially each monthbecause you're putting kids
through college.
As I record this, in April of2025, the financial market is
(06:17):
very topsy-turvy, so that canbring some uncertainty.
Securing traditional financingoptions, such as loans, can
become more challenging due toage-related perceptions of risk
by lenders.
The good news is that manybusinesses can start with little
startup costs, especiallyconsulting or service-based
businesses and these days it'seasy to work out of your home.
All it takes is a laptop and aninexpensive Google Workspace
(06:41):
account and you can hold GoogleMeet meetings right from your
house or anywhere you want to go.
And you can start with alimited budget, leveraging a ton
of free resources and trainings.
Focus on profitability rightfrom the start.
You don't need a lot of paidsoftware, and I'll talk more
about that in a bit.
As your business grows, you canexplore opportunities to scale
(07:02):
your operations and reach awider audience later on.
Challenge number two technology.
Keeping up with rapidlychanging technology and digital
tools can be daunting,especially if you have limited
prior experience with digitalplatforms and marketing
platforms.
Fortunately, there are YouTubevideos for just about every
(07:23):
popular platform out there.
These days, nothing is toocomplex and with AI, things have
just become exponentiallyeasier from the tech end.
I just had ChatGPT write someHTML code for a custom reform on
my website.
It literally took seconds tocreate the code and I was able
to add it to the page and get itall set up in less than an hour
(07:45):
.
As somebody who spent hourstrying to learn HTML to hand
code a website back in the earlydays of website design back in
the 90s.
These are awesome times.
Also, I'm going to borrow aquote from business coach Dan
Sullivan, who says this who, nothow?
So what that means is, insteadof asking how to do something,
(08:06):
ask who can do it for me.
As entrepreneurs, especiallybootstrappers, we can spend a
ton of time trying to DIY thingsjust to save a little money.
Trust me on this one,especially if it's tech related.
Trust me on this one,especially if it's tech related.
Tech changes fast.
Like me, who invested weekslearning CSS and HTML and
haven't used it since in years,you're better off going to
(08:30):
Upwork and hiring an educated,eager worker to do it for you
for just a fraction of the costof your time and saving you a
lot of frustration.
Challenge number threemarketplace perception.
Although it pains me to saythis, you may have to overcome
some stereotypes or biasesrelated to your age in the
marketplace, both from customersand potential business partners
(08:52):
or investors.
But I've learned the name ofthe game is confidence.
When someone finds out how muchyou know and how hard you work,
it will be gone.
I can't stress enough why beingconfident in who you are and
how you can help others is agame changer.
Truthfully, fear and self-doubtare going to be your companions
throughout your entire businessjourney.
(09:12):
So how do you move forward?
One thing that's always workedfor me is when I'm thinking
about my age or that I'm notsure they're going to take me
seriously.
I know that I'm putting thefocus on me, I might think
nobody's going to take meseriously.
They think I'm too old, I havewrinkles, what am I doing?
So at that point the focus ison me and it paralyzes me.
At that point I turn my focusto them.
(09:34):
When you're 100% focused onthem, your fears recede and you
can move forward.
You just can't focus on bothyou and them at the same time.
Just shift the focus to them.
Also, keep in mind that peoplebuy from people they relate to.
You may start to see that manypeople who follow you on social
media and buy from you arecloser to your age.
(09:55):
People like to find their tribe.
From there,Be yourself and let people learn
to know, like and trust you.
People need what you can share.
Sometimes we don't know howmuch we know, but to me it's a
crime to leave it all locked up.
Share what you can.
You bring experience and wisdom, and people will be grateful
for that.
So what you need to do?
(10:15):
First identify your passion andyour purpose.
I'm going to assume that you'restarting a business that
interests you and that you enjoydoing.
If you're starting a businessjust to make money, take my
advice and rethink it right now.
I'm not sure exactly who saidthis quote, but somebody said
starting a business is likeeating glass, and I have to say
(10:36):
I agree.
This is not to scare you fromdoing it, but it's a reality
check that if you're doing itjust for a big paycheck, you're
gonna burn out.
Money's important, of course,especially as we look ahead to
retirement, but it can't be thereason why you go into business.
You just need to unlock yourbigger why.
I have several whys.
I have always wanted to do whatI do and I feel like this is
(10:59):
maybe my last chance to do it.
I want my kids to see that youcan do anything with time and
perseverance, and I've also hadthe opportunity to travel a lot
and I've done mission work insome very impoverished countries
.
I've spoken to mothers in Haitiwho watch their children die
because they have nothing tofeed them.
I have met children who live inorphanages in Africa because
(11:19):
their parents can't afford tokeep them.
I feel like God has put me onthis earth to help others.
Money can do that and that ismy bigger why.
I also grew up in a smallbusiness family and watched my
dad struggle as he grew hissmall business.
I know that small businessowners are hardworking people
who have a heart for servingothers and I know that I can
(11:41):
help those people.
So what about you?
Maybe you're starting abusiness to give you some
freedom.
Maybe it's to allow you to helpothers in a bigger way.
Whatever it is, do a littlesoul searching and journaling to
kind of understand your biggerwhy.
It'll keep you going on thoseweeks when the sales are not
coming in or you're overwhelmedand want to curl up in a fetal
(12:01):
position on your office floor.
Just a warning you willprobably experience one of these
two states and probably both.
Hey, just being real here.
I also want to take a minute andtalk a little bit about
networking and the value in yourconnections that you have.
If you're working from home andyou're used to being in an
office or around other people,one of the first realities
(12:23):
you'll face is isolation.
I get past this in a few ways.
First, I go to networkingevents.
A word of warning, though thesecan take on a time-sucking life
of their own, so only go to theones that give you the best
time and money, roi.
I have a few tips to making themost of networking events.
The best events double associalization and marketing.
(12:46):
I've got a couple of podcastepisodes about them, episode 16
and episode 50.
Both have some great tips.
The second way to network iswith meetups of like-minded
individuals in your same sphereor at the same level of business
.
These might be free or paidmeetings or paid masterminds.
My experience, the paid eventsare the best, since everyone has
(13:08):
skin in the game and wants tobe there.
Masterminds are an investment,but they will hold you
accountable and can be anincredible boost to your
business.
The thirds are an investment,but they will hold you
accountable and can be anincredible boost to your
business.
The third way to network isonline in groups.
Facebook has groups, linkedindoes, and Reddit and some other
online platforms provideopportunities to connect with
like-minded people and ask somequestions, because sometimes
(13:30):
it's easier to ask a questionwhen nobody knows you.
There are also a lot ofbenefits to being in groups
where your ideal customer is, soyou can answer the questions
that people are asking.
It gives you insight as to whatyour ideal customers are asking
and thinking about, and I'vealso found several clients in
online groups.
If your home office walls arestarting to feel like they're
(13:52):
closing in, there are someco-worker spaces popping up
everywhere.
I have a co-working office afew days a month at Regis.
I'll put the link in the shownotes.
They have offices in everymajor city of the world, so if
you travel, no problem, you canjust grab a office, a private
office, a shared office thereare a lot of different options
(14:14):
and you can rent conferencerooms there too.
This is not a paid plug oranything.
I just use them and I like them.
Okay, let's talk a little bitabout the learning curve.
You might be intimidated,thinking there's too steep of a
learning curve to start abusiness right now.
As I mentioned earlier, if youhave basic computer skills you
will do just fine, and if youdon't, it's easy enough to learn
(14:36):
.
Most apps now are extremelyuser-friendly.
When I was starting out, theapps that I used daily were
pretty much all the GoogleBusiness Suite, google Docs and
Google Sheets for documents andspreadsheets, gmail or Apple
Mail for email.
You can make presentations onGoogle Slides, get feedback on
Google Forms and do video callson Google Meet.
(14:59):
Since I have a design background, I use Adobe for my designing,
but Canva has a free plan andfor me it's often faster and
easier to use that than Adobe.
Once you get a team or if youhire remote workers, you might
also want to use Slack formessaging, also free, and
there's some project managementsoftware that I recommend.
I use Blue, but Asana has afree plan as well.
(15:21):
Guidance from peers or businesscoaches has made a huge
difference in my business.
One-on-one coaching can beexpensive, but there are many
group coaching programs andonline courses.
Also, SCORE is in every majorcity and they offer free
guidance from retired businessprofessionals.
Of course, you might also wantto put together a marketing plan
(15:42):
, and I've got you coveredbecause I have a free marketing
playbook featuring a planningand strategy download, and you
can find that atjanishostagercom.
Forward slash trail and I'llput the link in the show notes.
One last thing; a smart firststep is to build your brand and
online presence.
From a marketing perspective,after you decide your business,
(16:05):
you should focus on a niche anddetermine your ideal customer.
I have a free download for thatas well, which I'll also add to
the show notes.
For that as well, which I'llalso add to the show notes.
Here's some early marketingadvice: Solve a problem.
That sounds simple, but it's noteasy.
Sometimes we start thinkingabout what we love doing and
dreaming about the business andhow fun it will be and that's
(16:28):
all great.
But identify your ideal marketfirst, to make sure that there's
a buyer out there.
Identify your ideal marketfirst to make sure that there's
a buyer out there.
Then talk to that buyer andpick their brain.
Find out why they would want it.
Solve a problem they have.
Find your niche, dig deep andown it.
I only bring this up becausethis is a step that I skipped
(16:48):
when I started my small bespokewedding invitation business.
I had it several years ago andit did not do well and I paid
the price.
I love designing invitationsfor weddings and other things
too, like children's birthdayparties and other events.
Turns out, the market forcustom designed, high-priced,
bespoke invitations is verysmall, especially where we were
(17:10):
located in a rural college town.
I created a solution for aproblem that did not exist.
Don't make that mistake.
It was expensive and verydefeating.
Take this step.
Talk to other people, make sureyou understand the problem
you're solving and you won't besorry and, trust me, you're
going to use that in yourmarketing all the way to the end
(17:32):
.
Also, the strongest brands outthere are built by people who
build a product or service for aproblem they once had.
I'm going to say that again,the strongest brands out there
are built by people who build aproduct or service for a problem
they once had.
So think about a problem youused to have, something that you
struggle to learn or issuesthat you've overcome.
(17:54):
You'll not only understand theproblem, but you'll also
understand the buyer, since itwas once you.
I recommend also having awebsite, since even if you have
social media pages, they candisappear at any time.
Never build your business onrented land.
I'd also recommend that you ownyour website outright.
(18:15):
Having designed many websites,I'll always recommend WordPress,
since it's open source.
Google loves them and with aplugin such as Elementor, it's
really easy to use drag and drop.
If you absolutely can't affordto get the website initially,
you can get a free one on GoogleSites.
I'll put the link in the shownotes but, as a disclaimer, I've
(18:38):
never used them, but I do knowthey're free and it's better
than no site at all.
You'll still need to pay toregister the domain name, but
this is hugely inexpensive and agreat way to start out.
You'll also want to look atyour branding to set yourself
apart.
The brand is so much more thana logo, font and colors.
I have a free download for thatas well.
(18:59):
Visit janicehostagercom.
Forward slash brand and againthe links in the show notes.
And although I wouldn'trecommend trying to be on more
than one or two social mediaplatforms, to start reserving
your name on others is a goodstrategy for the future.
Starting out on one or twoplatforms where your ideal
customer is hanging out willhelp you keep social media
(19:21):
manageable, put effort intothose one or two platforms, grow
an audience and then expandfrom there.
So, in conclusion, I firmlybelieve there's never been a
better time in history to starta business.
In conclusion, I firmly believethere's never been a better
time in history to start abusiness, and after turning 50,
it's an exciting time of life todo it.
(19:42):
You have the freedom to workfrom anywhere and the
flexibility to work when youwant.
And although it takes somecourage to get a fresh start at
this point in your life.
You're among a huge group of uswho are doing just that.
You won't likely be the onlyperson over 50 in the room.
The secret to freedom iscourage.
Now I know I skimmed over awhole bunch of things today, so
(20:06):
you can find all the links tothings we talked about today at
myweeklymarketingcom forwardslash 105.
Also, I'd love to answer anyquestions if you have them, so
please reach out.
You can send me a message onInstagram at Janice Hostager
Marketing, or on LinkedIn Also.
If you found this informationhelpful, I'd love if you would
subscribe.
Thanks so much for joining metoday.
I'll see you next time.
(20:26):
Bye for now.
I'm Janice Hostager.
After three decades in themarketing business and many
years of being an entrepreneur,I've learned a thing or two
about marketing.
Join me as we talk aboutmarketing, small business and
life in between.
Welcome to My Weekly Marketing.
Hey, hey, and welcome toanother episode of My Weekly
(00:34):
Marketing.
Today I'm going to talk aboutsomething that's not necessarily
related to marketing per se,but still something that I've
seen and continue to see in thesmall business world, and that's
starting a business over theage of 50.
Now you might be wonderingwhat's age got to do with it.
Well, think about it like this.
Launching a business later inlife isn't just about chasing a
dream, although it couldcertainly be that.
(00:56):
It's about mastering a lifetimeof skills that can really
supercharge your marketing gameas well.
I believe that age should notbe a barrier to anyone starting
a business, but instead afeather in your cap when you're
crafting a compelling brand.
If you're over 50 and startinga business, or even thinking
about starting a business, turnsout, you're in good company.
(01:18):
Over 50s, or encoreentrepreneurs, as they're
sometimes called, are a biggroup of people.
According to the US CensusBureau, more than half of US
businesses are owned by people55 and older.
More than half 52% of businessowners are 55 or older, 29% are
(01:40):
55 to 64, and 23% are 65 andolder 55 to 64, and 23% are 65
and older.
So if you felt alone or feltlike the oldest one in the room,
you are not.
I started my current businessafter I turned 50.
When my kids were really young,we were financially able for me
to take some time off to be astay-at-home mom for my kids.
Then, when my kids went toschool, I started doing some
(02:04):
freelance design work, whichgrew into a small but mighty
design and marketing agency.
But several years later wemoved again to a larger city.
I was really burned out fromdoing design and running an
agency, so I was really ready toface some new challenges.
I had just turned 50, and Iwent to a networking event and
this is what I heard (02:21):
You'll never find a job when you're
over 50.
This made me feel ill.
That wasn't true, of course,and I did find a job, which I
kept for a couple of years, butonce again, I really longed for
the flexibility and freedom thathaving my own business gifted
me.
So after another move, this oneto Texas, I decided I would go
(02:41):
back into business this timeback in marketing and my current
business was born.
Your story might be similar orvery different.
Maybe your kids left home andyou had abandoned your career a
long time ago to stay at homewith them.
Maybe a layoff forced you in aposition of not being able to
find a job in your field.
Maybe you've always wanted tostart your own business and you
(03:03):
finally have the opportunity.
Or maybe you've had a passionfor doing something significant
and new and you feel like thismay be your chance.
Whatever your reason for wantingto start a business today, I'm
going to go over a few thingsthat I've learned along the way
as an over 50 entrepreneur.
I'll talk about the benefits,the challenges, what you need to
(03:24):
identify first, the learningcurve and, finally, some
building blocks to your brand.
First, the benefits you knowmore than you think.
Even if you've been raisingkids and volunteering at your
kid's school.
You've absorbed a lot, so don'tlet the thought of I'm not
qualified rear its ugly head.
Imposter syndrome is a realthing and can leave you
(03:45):
paralyzed.
What you don't know can belearned, and there are more than
enough resources to get youstarted.
Emotional resilience,problem-solving skills and
conflict resolution abilitieshoned over a lifetime can
mitigate huge challenges in yourbusiness.
You're better equipped tohandle setbacks, adapt to change
and navigate complex businesssituations.
(04:06):
Trust me when I say this If youhave the most basic computer
and smartphone skills, you'realready almost there.
Bonus points.
If you already use social media, even if you've been going to
PTA meetings, raising kids andvolunteering, like I said,
you've gained skills.
Did you raise teens, people,management and wisdom, right
there, volunteered?
(04:27):
You probably used email,balanced your household budget.
That's bookkeeping.
So much more has been done withmuch less experience.
Sometimes starting a business isabout more than just money.
Sometimes it's about redefiningthe next chapter of your life.
With your children grown oryour career goals achieved or
maybe never realized, this couldbe the time to focus on a
(04:50):
project that excites you andgives you purpose.
Starting a business allows youto pursue your passions, turn a
hobby into a career or make areal impact in a field that you
care deeply about.
If you have been working or hada career, or make a real impact
in a field that you care deeplyabout, if you have been working
or had a career, your decadesof professional experience and
industry knowledge can provide asolid foundation for your
success.
(05:10):
You likely have a deepunderstanding of your customers'
needs, the market trends andsome industry nuances, which is
something no 25-year-old canmuster up.
You may also have aprofessional network that you've
built over the years.
That group can provide you withcontacts, mentors and potential
customers or clients.
You might also have accumulatedpersonal wealth, some assets or
(05:33):
retirement funds that you canuse to finance your business
venture, which gives you theability to self-fund or invest
without relying on externalfunding sources or financing
sources.
Lastly, many entrepreneurs ourage are driven by desire for
personal fulfillment.
Pursuing our passions orleaving a legacy.
You can create meaningfulimpact through your business.
(05:56):
Having said all this, starting abusiness is not without
challenges.
First, there are some financialconsiderations.
Although you may have a healthypersonal savings or retirement
fund that you can invest in yourbusiness, you also may be
stretched financially each monthbecause you're putting kids
through college.
As I record this, in April of2025, the financial market is
(06:17):
very topsy-turvy, so that canbring some uncertainty.
Securing traditional financingoptions, such as loans, can
become more challenging due toage-related perceptions of risk
by lenders.
The good news is that manybusinesses can start with little
startup costs, especiallyconsulting or service-based
businesses and these days it'seasy to work out of your home.
All it takes is a laptop and aninexpensive Google Workspace
(06:41):
account and you can hold GoogleMeet meetings right from your
house or anywhere you want to go.
And you can start with alimited budget, leveraging a ton
of free resources and trainings.
Focus on profitability rightfrom the start.
You don't need a lot of paidsoftware, and I'll talk more
about that in a bit.
As your business grows, you canexplore opportunities to scale
(07:02):
your operations and reach awider audience later on.
Challenge number two technology.
Keeping up with rapidlychanging technology and digital
tools can be daunting,especially if you have limited
prior experience with digitalplatforms and marketing
platforms.
Fortunately, there are YouTubevideos for just about every
(07:23):
popular platform out there.
These days, nothing is toocomplex and with AI, things have
just become exponentiallyeasier from the tech end.
I just had ChatGPT write someHTML code for a custom reform on
my website.
It literally took seconds tocreate the code and I was able
to add it to the page and get itall set up in less than an hour
(07:45):
.
As somebody who spent hourstrying to learn HTML to hand
code a website back in the earlydays of website design back in
the 90s.
These are awesome times.
Also, I'm going to borrow aquote from business coach Dan
Sullivan, who says this who, nothow?
So what that means is, insteadof asking how to do something,
(08:06):
ask who can do it for me.
As entrepreneurs, especiallybootstrappers, we can spend a
ton of time trying to DIY thingsjust to save a little money.
Trust me on this one,especially if it's tech related.
Trust me on this one,especially if it's tech related.
Tech changes fast.
Like me, who invested weekslearning CSS and HTML and
haven't used it since in years,you're better off going to
(08:30):
Upwork and hiring an educated,eager worker to do it for you
for just a fraction of the costof your time and saving you a
lot of frustration.
Challenge number threemarketplace perception.
Although it pains me to saythis, you may have to overcome
some stereotypes or biasesrelated to your age in the
marketplace, both from customersand potential business partners
(08:52):
or investors.
But I've learned the name ofthe game is confidence.
When someone finds out how muchyou know and how hard you work,
it will be gone.
I can't stress enough why beingconfident in who you are and
how you can help others is agame changer.
Truthfully, fear and self-doubtare going to be your companions
throughout your entire businessjourney.
(09:12):
So how do you move forward?
One thing that's always workedfor me is when I'm thinking
about my age or that I'm notsure they're going to take me
seriously.
I know that I'm putting thefocus on me, I might think
nobody's going to take meseriously.
They think I'm too old, I havewrinkles, what am I doing?
So at that point the focus ison me and it paralyzes me.
At that point I turn my focusto them.
(09:34):
When you're 100% focused onthem, your fears recede and you
can move forward.
You just can't focus on bothyou and them at the same time.
Just shift the focus to them.
Also, keep in mind that peoplebuy from people they relate to.
You may start to see that manypeople who follow you on social
media and buy from you arecloser to your age.
(09:55):
People like to find their tribe.
From there,Be yourself and let people learn
to know, like and trust you.
People need what you can share.
Sometimes we don't know howmuch we know, but to me it's a
crime to leave it all locked up.
Share what you can.
You bring experience and wisdom, and people will be grateful
for that.
So what you need to do?
(10:15):
First identify your passion andyour purpose.
I'm going to assume that you'restarting a business that
interests you and that you enjoydoing.
If you're starting a businessjust to make money, take my
advice and rethink it right now.
I'm not sure exactly who saidthis quote, but somebody said
starting a business is likeeating glass, and I have to say
(10:36):
I agree.
This is not to scare you fromdoing it, but it's a reality
check that if you're doing itjust for a big paycheck, you're
gonna burn out.
Money's important, of course,especially as we look ahead to
retirement, but it can't be thereason why you go into business.
You just need to unlock yourbigger why.
I have several whys.
I have always wanted to do whatI do and I feel like this is
(10:59):
maybe my last chance to do it.
I want my kids to see that youcan do anything with time and
perseverance, and I've also hadthe opportunity to travel a lot
and I've done mission work insome very impoverished countries
.
I've spoken to mothers in Haitiwho watch their children die
because they have nothing tofeed them.
I have met children who live inorphanages in Africa because
(11:19):
their parents can't afford tokeep them.
I feel like God has put me onthis earth to help others.
Money can do that and that ismy bigger why.
I also grew up in a smallbusiness family and watched my
dad struggle as he grew hissmall business.
I know that small businessowners are hardworking people
who have a heart for servingothers and I know that I can
(11:41):
help those people.
So what about you?
Maybe you're starting abusiness to give you some
freedom.
Maybe it's to allow you to helpothers in a bigger way.
Whatever it is, do a littlesoul searching and journaling to
kind of understand your biggerwhy.
It'll keep you going on thoseweeks when the sales are not
coming in or you're overwhelmedand want to curl up in a fetal
(12:01):
position on your office floor.
Just a warning you willprobably experience one of these
two states and probably both.
Hey, just being real here.
I also want to take a minute andtalk a little bit about
networking and the value in yourconnections that you have.
If you're working from home andyou're used to being in an
office or around other people,one of the first realities
(12:23):
you'll face is isolation.
I get past this in a few ways.
First, I go to networkingevents.
A word of warning, though thesecan take on a time-sucking life
of their own, so only go to theones that give you the best
time and money, roi.
I have a few tips to making themost of networking events.
The best events double associalization and marketing.
(12:46):
I've got a couple of podcastepisodes about them, episode 16
and episode 50.
Both have some great tips.
The second way to network iswith meetups of like-minded
individuals in your same sphereor at the same level of business
.
These might be free or paidmeetings or paid masterminds.
My experience, the paid eventsare the best, since everyone has
(13:08):
skin in the game and wants tobe there.
Masterminds are an investment,but they will hold you
accountable and can be anincredible boost to your
business.
The thirds are an investment,but they will hold you
accountable and can be anincredible boost to your
business.
The third way to network isonline in groups.
Facebook has groups, linkedindoes, and Reddit and some other
online platforms provideopportunities to connect with
like-minded people and ask somequestions, because sometimes
(13:30):
it's easier to ask a questionwhen nobody knows you.
There are also a lot ofbenefits to being in groups
where your ideal customer is, soyou can answer the questions
that people are asking.
It gives you insight as to whatyour ideal customers are asking
and thinking about, and I'vealso found several clients in
online groups.
If your home office walls arestarting to feel like they're
(13:52):
closing in, there are someco-worker spaces popping up
everywhere.
I have a co-working office afew days a month at Regis.
I'll put the link in the shownotes.
They have offices in everymajor city of the world, so if
you travel, no problem, you canjust grab a office, a private
office, a shared office thereare a lot of different options
(14:14):
and you can rent conferencerooms there too.
This is not a paid plug oranything.
I just use them and I like them.
Okay, let's talk a little bitabout the learning curve.
You might be intimidated,thinking there's too steep of a
learning curve to start abusiness right now.
As I mentioned earlier, if youhave basic computer skills you
will do just fine, and if youdon't, it's easy enough to learn
(14:36):
.
Most apps now are extremelyuser-friendly.
When I was starting out, theapps that I used daily were
pretty much all the GoogleBusiness Suite, google Docs and
Google Sheets for documents andspreadsheets, gmail or Apple
Mail for email.
You can make presentations onGoogle Slides, get feedback on
Google Forms and do video callson Google Meet.
(14:59):
Since I have a design background, I use Adobe for my designing,
but Canva has a free plan andfor me it's often faster and
easier to use that than Adobe.
Once you get a team or if youhire remote workers, you might
also want to use Slack formessaging, also free, and
there's some project managementsoftware that I recommend.
I use Blue, but Asana has afree plan as well.
(15:21):
Guidance from peers or businesscoaches has made a huge
difference in my business.
One-on-one coaching can beexpensive, but there are many
group coaching programs andonline courses.
Also, SCORE is in every majorcity and they offer free
guidance from retired businessprofessionals.
Of course, you might also wantto put together a marketing plan
(15:42):
, and I've got you coveredbecause I have a free marketing
playbook featuring a planningand strategy download, and you
can find that atjanishostagercom.
Forward slash trail and I'llput the link in the show notes.
One last thing; a smart firststep is to build your brand and
online presence.
From a marketing perspective,after you decide your business,
(16:05):
you should focus on a niche anddetermine your ideal customer.
I have a free download for thatas well, which I'll also add to
the show notes.
For that as well, which I'llalso add to the show notes.
Here's some early marketingadvice: Solve a problem.
That sounds simple, but it's noteasy.
Sometimes we start thinkingabout what we love doing and
dreaming about the business andhow fun it will be and that's
(16:28):
all great.
But identify your ideal marketfirst, to make sure that there's
a buyer out there.
Identify your ideal marketfirst to make sure that there's
a buyer out there.
Then talk to that buyer andpick their brain.
Find out why they would want it.
Solve a problem they have.
Find your niche, dig deep andown it.
I only bring this up becausethis is a step that I skipped
(16:48):
when I started my small bespokewedding invitation business.
I had it several years ago andit did not do well and I paid
the price.
I love designing invitationsfor weddings and other things
too, like children's birthdayparties and other events.
Turns out, the market forcustom designed, high-priced,
bespoke invitations is verysmall, especially where we were
(17:10):
located in a rural college town.
I created a solution for aproblem that did not exist.
Don't make that mistake.
It was expensive and verydefeating.
Take this step.
Talk to other people, make sureyou understand the problem
you're solving and you won't besorry and, trust me, you're
going to use that in yourmarketing all the way to the end
(17:32):
.
Also, the strongest brands outthere are built by people who
build a product or service for aproblem they once had.
I'm going to say that again,the strongest brands out there
are built by people who build aproduct or service for a problem
they once had.
So think about a problem youused to have, something that you
struggle to learn or issuesthat you've overcome.
(17:54):
You'll not only understand theproblem, but you'll also
understand the buyer, since itwas once you.
I recommend also having awebsite, since even if you have
social media pages, they candisappear at any time.
Never build your business onrented land.
I'd also recommend that you ownyour website outright.
(18:15):
Having designed many websites,I'll always recommend WordPress,
since it's open source.
Google loves them and with aplugin such as Elementor, it's
really easy to use drag and drop.
If you absolutely can't affordto get the website initially,
you can get a free one on GoogleSites.
I'll put the link in the shownotes but, as a disclaimer, I've
(18:38):
never used them, but I do knowthey're free and it's better
than no site at all.
You'll still need to pay toregister the domain name, but
this is hugely inexpensive and agreat way to start out.
You'll also want to look atyour branding to set yourself
apart.
The brand is so much more thana logo, font and colors.
I have a free download for thatas well.
(18:59):
Visit janicehostagercom.
Forward slash brand and againthe links in the show notes.
And although I wouldn'trecommend trying to be on more
than one or two social mediaplatforms, to start reserving
your name on others is a goodstrategy for the future.
Starting out on one or twoplatforms where your ideal
customer is hanging out willhelp you keep social media
(19:21):
manageable, put effort intothose one or two platforms, grow
an audience and then expandfrom there.
So, in conclusion, I firmlybelieve there's never been a
better time in history to starta business.
In conclusion, I firmly believethere's never been a better
time in history to start abusiness, and after turning 50,
it's an exciting time of life todo it.
(19:42):
You have the freedom to workfrom anywhere and the
flexibility to work when youwant.
And although it takes somecourage to get a fresh start at
this point in your life.
You're among a huge group of uswho are doing just that.
You won't likely be the onlyperson over 50 in the room.
The secret to freedom iscourage.
Now I know I skimmed over awhole bunch of things today, so
(20:06):
you can find all the links tothings we talked about today at
myweeklymarketingcom forwardslash 105.
Also, I'd love to answer anyquestions if you have them, so
please reach out.
You can send me a message onInstagram at Janice Hostager
Marketing, or on LinkedIn Also.
If you found this informationhelpful, I'd love if you would
subscribe.
Thanks so much for joining metoday.
I'll see you next time.
(20:26):
Bye for now.
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