Interview with Deidre Hopkins from The Mossy Squirrel
By: Mackensie Jimison
- Tell me a little bit about how you started The Mossy Squirrel sort of an overview?
The Mossy Squirrel didn’t come into existence until after I had received several requests for my handmade, hand painted signs, banners, and tote bags, to name a few. I mainly created items for my own personal decorating. When I saw something in a store that I liked and figured I could easily recreate them myself at a faction of the cost. It wasn’t until a local craft store owner approached me before the holidays because she had an overflow of requests for Christmas gifts. Shortly after the New Year, I was approached by a local real estate agent who wanted to purchase personalized wooden signs from me for his new homeowners that purchased through him. I knew at this point that I would be a lot busier with my little side business and would need to create a name and brand for myself…so the beginning The Mossy Squirrel.
- Can you give me some examples to illustrate the challenges you faced in starting The Mossy Squirrel?
One of the biggest challenges that I faced, and still face, in starting The Mossy Squirrel, is time. This is a side business for me. I work a fulltime job that often results in overtime and I am a part-time graduate student. So meeting deadlines and requests of customers can result in long nights for me in order to finish their products.
- How have the experiences that you have had during your entire career influenced the way you now run your own company?
I have not had a lot of experience within the business world; however, I did work in retail for a short stint in undergrad. Although I do not have a lot of business knowledge or expertise, I do know what I do not want for my business. Thankfully, social media has been an eye opener to further drive home the reasons I do not want to do certain things, or the types of things that are appropriate for my business’ social media accounts.
- How are things going in your company in general, right now: are you hiring, downsizing, or “staying as you are” in terms of your company’s workforce; are sales up, down, or flat?
Currently, I am a shop of one. There may come a time where I can hire someone part time to help with prepping of the wood prior to painting. As of right now, I only take on the orders that I know I can manage, which, thankfully, I have not had to turn any of them away. I always make do. At some point in time, I would like to be able to hire someone to help me out on a PRN basis. As of right now, my sales are up, but that seems to happen near the major holidays.
- How do you keep up with best practices in your industry?
My main best practice is to not take on more than I can handle at this present time. I know my limits and I know what will put me into a stressful mode and I try to stay away from that if at all possible. Right now, I set goals for things I would like to accomplish within the next 6 months as that is how my school schedule breaks down and I have better understanding of what I can do and what I cannot.
- How did you first enter your line of work?
I kinda of answered this one in the first question. The idea of a handmade shop has always been in the back of my mind. The Mossy Squirrel is what came about of that idea. I hope to spread out into some other areas as time permits over the next year.
- What advice would you give to someone who was considering starting their own business?
Make sure you know what you want, even if all you know is what you do not want. A friend of mine who owns a couple of local boutique stores once told me to “Fake it until you make it.” That seems to be exactly what I am doing. Don’t let your ambitions get you in over your head, know your limits, and do not be afraid to say no if necessary.
- How do you keep up with current events in your industry, and as a business person in general?
I spend a lot of time reading various blogs and watching how to videos. Currently, the time I put into a sign ranges anywhere from 2 hours to 6 hours depending on the size of the project. I would like to find something a little more streamline and quicker so I spend a lot of time researching various methods.
- How long did it take you to plan your business before you were able to start up?
Like I mentioned before, a handmade store has been in the back of my mind for quite a while, since about 2003. It didn’t really come to fruition until 2013. I still have several kinks to work out as I am operating on a wing and a prayer at this point. Once I finish my Masters, I plan to spend more time on logistics and implementation of a better business model.
- How did/do you promote your business?
Right now I am mainly promoting my business via Facebook, Instagram and word of mouth. Also, I have donated products for silent auctions/charity events which gets my name out as well.
- How long did it take after starting Mossy Squirrel to see a profit?
The Mossy Squirrel is such a small business right now, basically, still in infancy. However, I can say that I make a profit on each item that I sell. It may not be much of a profit, but a profit indeed. As I begin to invest more time, money and energy into the business after graduation, I fear it will be harder for me to maintain a substantial profit.
- Do you have any business partners or have you ever considered having a partner?
I do not have any partners. As of now, I do not anticipate having a partner. Things may change at some point but being in business for myself, by myself has been a goal. Having a legal background, I have found that money and power burns bridges faster than anything else in this world. I would hate to lose a friendship/partnership over either of them. If I am the only person involved, then I am the only person that has to be happy.
- Do you plan to expand your business and if so what is your plan to accomplish that?
I do plan to expand my business. Mainly because right now it is so small and I do not offer a lot of things at this point. I would like to expand where I am able to attend craft fairs, festivals, etc which I am unable to do at this time due to work and school. I simply do not have the time to create an inventory of items. In an effort to prepare for graduation in the spring, I am working with a marketing/branding expert to get further assistance.
- Do you ever think of selling the business or passing it down?
As of now, selling or passing it down is not in the cards. However, stranger things have happened!
- Does social media play a role in marketing your business? For example, Facebook, LinkedIn, Etsy, blogs or your own webpages? Yes, social media plays a large role in the marketing of my business. I use Facebook and Instagram quite often. I haven’t ventured into Etsy yet but am interested in moving into that area once I have more free time to devote to the business. I have a blog but currently it is under construction. Once up and running, I will use it market The Mossy Squirrel as well.
- What other marketing strategies do you use to promote your business and draw in customers? I have hosted giveaways as a marketing tool. Once I have reached so many “likes” on Facebook, I have hosted a giveaway. I have generated some additional contacts by doing this.
- Are you happy with your business? What are some things that might have done differently?
I am happy with The Mossy Squirrel as of right now. I know that it will have so much more potential once I graduate in the spring. I am using my downtime right now to put things into place for the summer and fall when The Mossy Squirrel can be more visible in the public eye.
