ON TODAY’S EPISODE:

What led her to launch Paper Anchor [3:26]
The point where she decided to open an Etsy shop [4:37]
Her biggest challenges of starting a business while working a full-time job [5:40]
What she prepared before leaving her corporate career to ensure a smooth transition [7:00]
Why she wouldn’t do anything differently from how she did it [7:52]
Mindset shifts she had to make stepping away from the corporate world [8:41]
The growth she’s seen since being able to take her business full time [9:16]
How she compartmentalizes tasks to stay productive [10:33]
How Desiree knew it was time to hire support [11:29]
What she took a look at to decide what role to hire for first [12:45]
Her experience with hiring during the pandemic [13:42]
How she advertised her job posting to get over 40 applicants [14:52]
The process she took candidates through for the role [16:16]
Her advice for people in the position of wanting to leave their corporate career [17:08]
How there is never a “perfect time” to make these big decisions [18:50]
How Desiree defines success in her business [20:06]
Her inspiration for her products [21:45]
What’s next for Desiree and Paper Anchor Co. [22:13]

Download These Quotables to Save and Share

KEY TAKE AWAYS

“I was scared to leave, but at that point, I could see that I was able to step away.” - Desiree Perez [08:00]

“It was my fear of that ‘what if.’” - Desiree Perez [08:04]

“I've seen the growth and now I'm going to have to grow my business even more so that I can keep doing what I love and that's creating.” - Desiree Perez [09:44]

“We have to be more diligent and more structured with our days when we are in the business full time.” - Katie Hunt [11:08]

“Go at your own pace.” - Desiree Perez [17:10]

RESOURCES

LABS
Paper Camp
Delegation Masterclass
Zoom

MEET DESIREE:

Paper Anchor Co is a plant-inspired gift and stationery brand specializing in enamel pins, keychains and greeting cards founded by designer Desiree Perez.

CONNECT WITH DESIREE

Website: https://www.paper-anchor.com | Instagram: @paperanchor.co | TikTok: @paperanchor.co

Connect with Katie Hunt

Katie Hunt is a business strategist, podcaster, mentor and mama to four. She helps product based businesses build profitable, sustainable companies through her conferences, courses and coaching programs.

Website: prooftoproduct.com | Instagram: @prooftoproduct

Transcript for Proof to Product Episode 214

DOWNLOAD THE TRANSCRIPT

214 | Leaving a Corporate Career with Desiree Perez, Paper Anchor

[00:00:03] Katie Hunt We're taking you behind the scenes with entrepreneurs that run product based businesses. There is so much information out there tailored toward service providers. So we have carved out a space just for you, the creative entrepreneur making and selling physical goods, whether you are just starting out or a seasoned business owner. This podcast will shed light on new strategies, inspiration and action steps to help you grow your product based business. Hey, friends, I'm Katie Hunt, and welcome back to Proof to Product. Way back in 2012, I made the jump from leaving my full time, six figure stable corporate career to running my stationery business and Proof to Product full time. And I also had two kids under the age of two years old at the time. It was a hectic time in my life and I vividly remember having conversations with my husband about how we could best prepare for me to step into my business full time. It was something that I wanted so badly, but also we were juggling the needs of our family and the needs of the business and all of these things. It was scary and it was thrilling all at the same time. Well, today's guest is Desiree Perez of Paper Anchor, and in January of 2021, Desiree left her full time career to run her product based business full time. Desiree started Paper Anchor in 2017, through which she sells plant inspired gifts and stationery products. She specializes in pins, key chains and greeting cards that are inspired by travel, nature and being outdoors. Desiree is a Paper Camp alumni, a LABS member and a member of my Proof to Product mastermind. On today's episode, Desiree shares the benefits and struggles of managing a full time career and a growing business. We talk about what she did to prepare for her corporate exit and how she knew that she was ready to go. Desiree also shared that she's in the process of hiring part time fulfillment help, and she's sharing where she found her top candidates too. Now, real quick, before we jump in, I know that several of you listening are considering hiring help in your business and maybe you're struggling with what you need to delegate first if you're feeling overwhelmed by your never ending to do list. I do want to invite you to join me for my free on-demand master class that will help you decide what to delegate in just three simple steps. This class is always available to watch when you have the time. So head over to ProoftoProduct.com/delegate to enroll and let's get you the help you deserve so that you can grow your revenue and get more done every day. Again, that's ProoftoProduct.com/delegate. Now let's hear from Desiree Perez of Paper Anchor. Hey Desiree, thanks so much for joining me today.

[00:02:42] Desiree Perez Hi, Katie. Thank you so much for having me.

[00:02:44] Katie Hunt It's my pleasure. All right. I want to start this off with a fun question. What is your favorite product from your collection right now?

[00:02:51] Desiree Perez My favorite product of my collection would probably be my planner stickers, even though I don't have a planner. It's like on the to do list, but I cannot get enough of my little plant-y stickers.

[00:03:03] Katie Hunt They're super cute like you. Yes, I love them. OK, let's list cover your back story first. You have a really fascinating journey of like having a career and a day job full time, also building this business. And I know there's so many people that are in that situation right now that are going to love to learn how you decided to make the transition. But let's give the back story. What led you to launching Paper Anchor?

[00:03:26] Desiree Perez Yeah, so Paper Anchor was actually started while I was in college. I started as my portfolio website bought the domain, and that was just that was it. So I started that in December of 2012 and I made my first greeting card as my take away from my portfolio show. And that's when I realized that I wanted to get into paper instead of like UI and UX and what every other designer was kind of getting into. So, yeah, I just dove right into paper and then got into invitation design.

[00:03:57] Katie Hunt That's awesome. So you worked at Sweet Paper and you did graphic design and wedding suites for them, is that correct?

[00:04:03] Desiree Perez I did, yeah. So I was helping around the shop, but also doing their graphic design work, doing wedding consultations. So yeah, I definitely got a side of the stationery industry and then also designing.

[00:04:14] Katie Hunt That's Awesome. Treece is wonderful. And Julita, Treece's sister who helped to run that for a long time. They're great. If anyone's in San Diego, definitely go check out city paper. But OK, so you did this portfolio project. You realize this was medium you wanted to work with. You started doing wedding invitations. At what point did you decide to open up an Etsy shop and create readymade products to sell?

[00:04:37] Desiree Perez I started my Etsy shop right when I made my greeting cards like once I mean, a little take away portfolio card. I'd put it right on Etsy and I got a couple of sales, but that's when I really transitioned into wedding invitations and kind of doing the predesigned wedding invites. And then I would just kind of, you know, update it and print it and ship it via Etsy. But it wasn't until 2017 that I really went into the products and making. That's when I invested in the pins and the key chains and just really put money behind Paper Anchor Co. and grew it to what I wanted it to be.

[00:05:15] Katie Hunt So at the time when it's in 2017 when you were growing the line and really building out your Etsy shop, it sounds to me like you knew that, OK, this is a business that I want to pursue as a business. You also had a full time career, though. Yes. What was the toughest part about starting a business? While working full time for someone else I know firsthand from my own experiences, that's challenging. But what were the hardest parts for you in that?

[00:05:40] Desiree Perez I think for me it was. I mean, because after wedding invitations, I transitioned into in-house design. And so just having to work with other stakeholders and just taking design recommendations from others, I just really found Paper Anchor as my creative outlet. I made the rules. I did what I wanted. If I liked it, I liked it. And it was going on a card. So that's kind of how it started.

[00:06:05] Katie Hunt That creative control is something I really yearned for when I was juggling both as well. How long was your overlap of having the full time career and the business?

[00:06:16] Desiree Perez I quit full time this year, so January 2021. So the entire time Paper Anchor didn't really start growing until 2017. So I guess 2017-2021 was really when I was juggling both and that's when I mean working late nights just you know, it was definitely a labor of love. But yeah it wasn't until this year that I was able to leave my full time job.

[00:06:41] Katie Hunt That's awesome. Let's talk about like we have a lot of people in our Proof to Product LABS program who are working full time careers. They're really working hard to make their business their full time gig. What did you prepare before you left your job to ensure that you had a smooth transition into the business?

[00:07:00] Desiree Perez I was definitely looking at the numbers and just making sure that product cost and everything made sense. And so that was the beauty of having the full time job and doing the business as I was able to start with those smaller quantities and only do one hundred for the run and got to really make sure that once I was able to buy at certain quantities, it made sense and I could quit my full time job.

[00:07:27] Katie Hunt So you were looking at the numbers, making sure you had a financial runway. It sounds like in savings and just financially stable, right? Yeah. And then you were looking at the production costs to make sure that you were getting the quantities to get the price per piece down so that you were running a profitable business. Was there anything like looking back, was there anything you wish you had done differently before leaving your career to start full time in your business?

[00:07:52] Desiree Perez Not really, because I, I definitely took my time, so I definitely made sure that I cross the T's, dot the I's. I was scared to leave, but at that point it was already I could see that I was able to step away and it just was my fear of that what if and having that kind of cushion or you know.

[00:08:12] Katie Hunt Yeah, I felt that same way too. And I know others who they were ready to leave. They wanted to leave, but at the same time there was fear around it. There was like a mindset shift that we had to make. Did you feel like you had to do some mindset shifting of like, no, I'm ready to do this. I know I can do this. I'm capable of doing this. It may not be my salary from the business, may not be 100 percent covering what I was making in the corporate world, but I'm ready to take this leap. Did you kind of feel that way, too?

[00:08:41] Desiree Perez Definitely, yeah. I mean, at the end of it, I was like, OK, I know I can do this. It's just me stopping myself from actually taking the leap and going full into the company and just with me going into it. I've seen the growth and these couple of months. So I know it was the right decision. It was just definitely a scary reality of like, OK, I'm I'm going to do this.

[00:09:04] Katie Hunt Yeah, well, let's talk about that. So you made the shift. You're now full time in your business. What kind of growth have you seen? Because you now have much more time and energy to dedicate to the business that you didn't have before?

[00:09:16] Desiree Perez I definitely have seen the growth in just the outreach and me being able to make those types of relationships with my retailers. I've honestly spent most of my time doing orders. I mean, I would love to keep designing and creating more. So that's why I'm actually looking to hire some part time help just because even with me quitting the full time job, I've noticed my time just goes to order fulfillment inventory, making sure everything's in stock. So I've seen the growth and now I'm going to have to grow it even more so that I can keep doing what I love and that's creating.

[00:09:52] Katie Hunt It's interesting. I don't remember what the phrase exactly is. I'm probably in a butcher this, but like, there's that concept of like projects will fill up the whatever space we give them. Definitely. Was it to me this came up at our mastermind retreat actually. Was it Tamir Kelly that said it? I can't recall. But whatever time we allow something, it'll take that entirety. Right? And when we're working in a corporate job, our time is so limited that you're actually pretty damn productive of like using that time in a way that is meaningful. Right? And I feel like we have this huge shift when we become our own boss. You have more time, but you still have to compartmentalize the tasks. Otherwise things will just kind of get away from you do. Feel that way at all? I definitely have.

[00:10:33] Desiree Perez Oh, yeah, definitely like I have right next to me, I have my ideal work schedule. And so, you know, I'll have a specific day of the week when I should be designing and painting. But then, of course, something else jumps in front of that and takes higher priority when it is definitely me just focusing on something that could be done probably quicker or a different time. But I'm like, oh, I have to get this done right now. So you're painting off to the side?

[00:10:59] Katie Hunt Well, totally. And that's where to like the fires come out. Like I had fight. You had fires when you were in your career, too. But like, I don't know, I feel like we have to be more diligent and we have to be more structured with our days when we are in the business full time. Otherwise, the days just kind of like get away from us and the things you need to focus on are harder to get. I love that you're bringing on help. So let's talk about this. Like, how did you know it was time to hire? Was it kind of this time warp thing we're talking about right now of like, I'm still not getting as much done as I want?

[00:11:29] Desiree Perez Yeah, I definitely noticed that we needed to hire I needed to hire some help because I have my my boyfriend actually helping me. Whenever he's off of work, he works full time. And so he'll work like three or four nights a week helping me pack products and it's still not enough. So that's when I was like, OK, I need actual help. Yeah. Just, you know, looked at the numbers, made sure everything made sense. And we're in the process of interviewing right now. So it's really exciting.

[00:11:54] Katie Hunt It is very exciting. And also, I love how analytical your brain is that you're looking at the numbers as you're making these decisions, because a lot of people don't. I know it. To us, it makes a logical sense, but a lot of people don't do that.

[00:12:06] Desiree Perez Oh, I love looking at the spreadsheets. I just like seeing how I can cut something else like where I can. I don't know. I guess I'm just I'm definitely into, like, couponing and stuff. So, yeah, however, I can save a buck and make sure it makes sense or you know.

[00:12:21] You're an efficiency task master is what you are. OK, so let's get back to this role that you're hiring for. You knew it was time you guys were working yourselves like nights and weekends, days and nights, all the things. Right. How did you decide which position you wanted to hire for first? Because there were a lot of different spots that you could have invested in for help in your business. How did you decide that, like production and fulfillment was where you wanted to hire?

[00:12:45] Desiree Perez I definitely took your advice and I was timing myself on what tasks I was doing most of the week, and that was packing product or packing orders, packing product for orders. So that I just realized, like, that is where all of my time is going. And then also with Ryan and Ryan works in marketing. So I could be utilizing him in other spaces instead of packing pins. So that's where I was. I just saw the opportunity to hire someone for packing and fulfillment to kind of take that off our plates.

[00:13:17] Katie Hunt I know you have your studio at home and I know that you're hiring a part time person to come into your home to help do this fulfillment work. Given that we're still in the pandemic, you know, how has that been for you? Have you struggled with that decision to bring somebody in before we even get to the hiring process itself? Like, was that something you had to kind of figure out your comfort level with and with Ryan's comfort level and all of that?

[00:13:42] Desiree Perez Yeah, definitely. I had to, you know, bring it up to him and make sure that we were both comfortable in the interviewing process. You know, we were asking, you know, how do you feel? What the CDC guidelines I bought the little digital thermometer. I've got all the sanite. I've got everything ready for the person. So just realizing that we are going to have another person in the house and you know, it, it'll just be like a growing team, growing family. So, yeah, just making sure that we're all going to be safe in the home is our main.

[00:14:13] Katie Hunt Yeah. And I'm sure it's aligning expectations, too, of like you sharing this is what we expect and want. Are you OK with that. Yeah. Listening to them to their expectations and wants too so

[00:14:24] Desiree Perez Yeah, definitely.

[00:14:26] Katie Hunt OK, so let's get back to the hiring process. You have had a really good run of applicants. You have you had over forty people apply for this part time position.

[00:14:36] Desiree Perez I did, yeah. It was a little it was definitely overwhelming but exciting.

[00:14:40] Katie Hunt Yeah. Super exciting that you have like an amazing pool to pull from. That sounds redundant, but OK, so talk to me about where you posted the job and where most of the applicants came from.

[00:14:52] Desiree Perez Yeah. So originally I posted on my Instagram and linked it to my website. I then went on LinkedIn because I have my own, like, business profile. So it's like, oh, let's just, you know, added on there and make it official. So I did LinkedIn. I did Facebook on our Facebook page and on Indeed.

[00:15:12] Katie Hunt Where did you feel like the most qualified candidates came from? And obviously this is going to vary from position to position. And from your experience, where do you feel like they came from?

[00:15:21] Desiree Perez I feel like most of them are from my website and from Instagram. I feel like they, they knew the company. They either were in the industry or followers Of the industry, so that is where I was kind of looking at and found a couple of gals who own their own shops, and so that was exciting, too. If I could teach them something, if they have any questions, I'm definitely happy to help. So that kind of got me excited as well, because that's what Julie and Teresa did for me. And so I kind of saw that as a fun opportunity.

[00:15:50] Katie Hunt Yeah, yeah. I also love bringing in people who have a totally different skill set than me because I learned so much from them. And I feel like it's really complimentary of them learning from me and learning from them. And, you know, it just enhances things. OK, so you have the 40 applications. What was kind of the process you took people through? And I know you're not done yet, so we won't go all the way through. But you had them complete an application and then what was the next step

[00:16:17] Desiree Perez After the application I did do a little questionnaire survey just to kind of ask there, like dream availability, desired availability. What else did I ask in just a couple other questions just to kind of get a feel for how they are. So, yeah, did the questionnaire and then I did Zoom calls earlier this week and I'm going to do a second Zoom call with a couple of applicants.

[00:16:39] Katie Hunt Yeah, it's hard to interview people over Zoom and it's going to be an in-person position. So I know you'll probably get to those in-person interviews at some point too, you know. What advice do you have for people that are in this position that you've been in where maybe they're working at a full time job, they're trying to transition over to running their business full time? Is there anything that in retrospect, you would want them to know or to share from your own experiences?

[00:17:08] Desiree Perez I would say just to definitely go at your own pace. It took me a minute to step away from my full time job. But just making sure that you're going at the right place for you, how you feel comfortable and when you feel comfortable taking that next step and definitely just looking at the business and making sure that you have that cushion and you can see the growth and make sure that it is the right time for you.

[00:17:33] Katie Hunt Yeah, absolutely. I had overlap for four years. And I feel like every single day I was like pulling my hair out because I wanted to just step into the business full time, but, you know, I had all these young kids at home and I was like the breadwinner of our family. There was all these circumstances, right. You have different circumstances. So I like to tell people, too, that my full time job really afforded me opportunities in the business, that I wouldn't have been able to take the risks, I wouldn't have been able to take if I didn't have that day job backing me up. So things like I got to I went and exhibited at the National Stationery Show in my first six months in business for Kelp Designs. You know, I wouldn't have been ableto do that. I wouldn't, wouldn't have had the cash flow in the business to afford that. I was able to invest in the new website earlier, you know, so there's little things like that, too. So I'm not I don't want to make it seem like this episode is about pushing people out of their careers into their business. I want to echo what you said about taking your time and doing this on your own schedule so that it feels like the right choice for you. And the timing is right. I mean, to some extent, there's, like never a perfect time to making a life change. But what are your thoughts on that?

[00:18:50] Desiree Perez Yeah, definitely. I mean, like you were saying, having the full time job and having the opportunity to test certain products and try things that at the end of the day, I was like, OK, if I lose this money, then it's not it's not my rent money like. So yeah, it's making sure that I could test and make these different types of investments and products and try different things. So that was nice while I was still working full time. So that's really how I was able to grow it, is you know all the money that the business was making. I was able to reinvest back into the into it. So it definitely wouldn't have been able to grow if it wasn't for me working full time.

[00:19:28] Katie Hunt Yeah, I was in the fortunate situation to where the business revenue and cash flow could go straight back into other things that the business needed. Listeners, I understand that all of you are in that position. So do what is best for you with the timing and the, you know, the things that you need in your own life, in your own circumstances. I know it's been a big year for you. You left the day job. You're hiring a team member. You joined the mastermind. So you've been working with me there. We've had a lot of really incredible things happening. How do you define success in your business right now? What are you working towards or how do you define what you're doing is successful?

[00:20:06] Desiree Perez Honestly, it's just knowing that what I'm making and what I find joy out of others find like it still blows my mind that I could be in a shop in Alaska or in a shop in Hawaii. And just like people are buying my designs for friends, family members, grandmother, you know, so just knowing that is really fulfilling.

[00:20:29] Katie Hunt That was one of my favorite things to seeing my products on the shelves or when friends would go travel places and they'd see my products in the shops, send me a message. And it was just like, whoa, OK, that was in my hands being the card of envelope. And the fellow like that went across the country and now friends are seeing buying it there. It's insane. Like it's just a really cool feeling for sure. What about on the personal side of things like, you know, how are you defining success in your life based upon what's happening in the business, like whether that's freedom or flexibility or.

[00:21:00] Desiree Perez Definitely the flexibility. And I love to travel. That's like my one thing that I do enjoy doing. And so having the opportunity to do that and then also find inspiration, like one of my greeting cards and art prints was from a trip that I took to Barcelona. So being able to not only fulfill that and be able to travel and then be able to bring something back into the business and, you know, it's just like full circle. I guess.

[00:21:29] Katie Hunt It totally is now. OK, so travel is a big inspiration for you, obviously outdoors because a lot of your designs are about plants and being outdoors.

[00:21:36] Desiree Perez Yeah.

[00:21:37] Katie Hunt You know, you've been stuck at home like the rest of us for over a year. Like how are you gathering inspiration in a time where you can't do that traveling like you want to?

[00:21:45] Desiree Perez Oh, definitely. Buying house plants. I have so many more also just propagating the plants. So yeah, all of my products are inspired by house plants and nature outdoors. So that is definitely what has been keeping my time and just fulfilling me during our quarantine and.

[00:22:06] All right, let's talk about what's next. What are you working on this summer and for the rest of the year that you want to share with our audience?

[00:22:13] Desiree Perez Yeah, definitely finalizing the new hire and then planning on doing our Q3 launch. So starting designs on that and then, yeah, just gearing up for the the holiday buying season and hopefully get a trip in before the end of the year. But it's so crazy. I already think like I mean we're thinking about it. So.

[00:22:37] Katie Hunt I know. I know. I know we're recording this in May friends and like I'm already like, what's happening this fall? Where is the one place you want to go travel on a trip, if you can later this year?

[00:22:46] Desiree Perez Definitely want to go back to Paris. If I could go like November. I went a couple of years ago in November and it was just so fun and the weather. So, yeah, definitely we can do Paris 2021. If not, I mean we'll see what happens for 2022.

[00:23:01] Katie Hunt Awesome. I can't wait to see where you go and what comes out of that because I know that's such a strong inspiration for you. All right. Let's tell people where they can find you online if they want to purchase your products or follow you on social.

[00:23:12] Desiree Perez Yeah, you can find me at my website paper-anchor.com and my Instagram is @paperanchor.co.

[00:23:21] Katie Hunt We will include all of that in the show notes and people can easily find you. And Desiree, thank you so much for coming on today and sharing your story with us.

[00:23:27] Desiree Perez Thank you so much, Katie. This is a lot of fun.

[00:23:29] Katie Hunt It was for me too. I loved hearing more of Desiree's story, specifically how she is defining success in her business. Now, I will also say to that creative freedom, the flexibility to travel. And I loved hearing what she said about slow, steady growth. It's so, so good. You know, this is actually our mantra in our Proof to Product LABS program, my 12 month group coaching program. I want everyone working at their own pace, on their own schedule, and I want them focused on the things that will really move the needle forward in their particular business, because no two businesses are the same in LABS. We want to provide you with support and resources for where you need it most. So if you're working on your email marketing strategy, we have several trainings for that. If you are crunching numbers and looking for ways to increase your profit margins, we have tools for that. Steady growth. Slow, steady growth is how strong businesses are built. So if you agree, come join us in Proof to Product LABS, where you will get the community, the coaching and opportunities for collaboration that you really need to succeed. You can grab all the details and learn more about our upcoming trainings at ProoftoProduct.com/LABS. Thank you so much for listening today. I will be back next week with a new episode.