An interview with Patrice Perkins, Founder Lifestyle Zen
www.mylifestylezen.com/ www.thelzgroup.com
I worked full time through law school, and was already employed at my almost-dream job. I was perfectly happy at the job, but also had an entrepreneurial spirit that began to tug at me. I’ve always had an interest and passion for everything creative, so that’s who I connect with the most, and who tends to be in my network. Most of the creative entrepreneurs that I knew lacked an attorney for their business. Having an undergraduate degree in economics (and being a bit of a nerd), I fully recognized the full potential, and the significant role that “creative” play in our society. On the same token, there was still this “starving artist” mentality and very old-school perspective that artists and creative people make money by doing. I recognized that the changing digital landscape creates new opportunities for artists to earn passive income. I wanted to serve the community of creative entrepreneurs, by creating a boutique law firm just for them. I developed my business plan and launched a blog to get my brand out there while working. Once I was ready, I took the giant step into full-time self-employment, working to protect the dreams, brands and work of my clients.
So take me in the day of the Life of Owner of Lifestyle Zen LLC?
I have a very small team, so time management is essential. Sunday is a big prep day for me – I try to do my blogging for the week, and also make a list of the week’s client priorities. I have certain themes designated to each day of the week. For instance, on Mondays I work on marketing, Tuesdays and Thursdays are complete client days (client work happens every day, but these days are 100% about the clients), Wednesdays I deal with any administrative tasks and Fridays I work on marketing as well as workshops. Before I go to bed, I make my to-do list for the next day, and just recently started placing the “major impact” tasks first. I am not a morning person, so my day doesn’t start that early. However, when it does start, I am already equipped with my plan of action. I plan the day in 15-minute increments (I know it sounds crazy) because it helps me stay on task. For instance, I can easily spend 45 minutes answering emails that should really only take 15 minutes. In the morning usually it’s a big project that fits in with the theme of the day, then client work. Usually, around 3pm I start to feel a little sluggish, so that’s when I focus on emails and other tasks that don’t require as much brainpower. I usually wrap up client work at about 7pm, then at night I will have another list of tasks to complete. I am a night owl, so I can literally work until 4am, but I love what I do so it works for me.
Where did the idea of starting your own venture evolve?
I come from a family of entrepreneurs, and entrepreneurial-spirited folks. It’s in my blood.
Do you enjoy working for yourself, or is your business a team effort?
I love the freedom of working for myself and having complete control over the quality of my clients’ experience. However, I have a support team that is amazing and I could not do it without them. I don’t currently have associates, so I undertake all legal work, but I do have a support staff that helps in my business marketing and other office support areas.
I understand many entrepreneurs start their business due to a defining moment in their life, what was your defining moment, where said “I need to be in business for myself”.
I had a job that I loved but a strong desire to create. I’m not an artist in the traditional sense, but there is something thrilling about creating a space, and building it. Also, I had always been multi-passionate, and didn’t want to separate my passions from my career life. My defining moment was when I figured out how to combine my talent with my passion.
Can you share your business start up information? It seems fairly common that new entrepreneurs have very little start up, yet I’m not sure a lot of entrepreneurs think about the start up capital. But since you are young what steps are you taking for your future?
I was in planning mode for my business about two years before I launched. I was able to gradually use my full-time income to support the start-up costs. My largest costs were website and graphic design. Before I left my job, I saved up 6 months of living expenses.
Who are your role models, who lead you to being an entrepreneur?
My parents have always encouraged my sister and I to dream big. They were fully supportive of our entrepreneurial interests. My sister is a veterinarian, who opened a veterinary clinic in Alexandria, Virginia. I was definitely inspired by her decision to open such a capital-intensive business, in a tough industry.
If you were able to go back in time, what would you tell or advise you’re 25 year old self, who just started her own business?
I would tell her to stop shopping so much, and to save more. You can never have enough in savings, and what you do have will go pretty quickly. I would also tell her to celebrate baby steps, and to pace herself; entrepreneurship is not a race to the finish line. I would tell her to keep people around who support entrepreneurship, and can help her stay encouraged. I would also tell her to remember that everyone started from somewhere, and that if she’s feeling afraid, do it anyways.
Where do you see you company in the near future?
I see us being the go-to, legal partner for emerging creative brands and the leading legal voice on legal issues affecting creative entrepreneurs.
