The most valuable lessons I learned from three successful business pivots
I pivot my office furniture a lot, too! ;-) Just changed things around to this latest configuration.
Have you ever pivoted in your business, or are you considering a pivot?
It’s not unusual for entrepreneurs to pivot. We are good at starting things and not afraid to take risks until we reach our sweet spot. We often have to redefine what we do and how we do it, as the world around us, especially technology, changes at a fast pace that we need to adapt to. Or think about the pandemic and how many people pivoted to online businesses because their regular jobs were suddenly gone. Those with entrepreneurial qualities did well because entrepreneurs tend to be flexible, innovative, and willing to experiment.
I am no stranger to pivots.
I pivoted many times during my professional career (aka changing jobs a lot!), and my business started with a pivot from corporate employment to launching my own Squarespace web design business in 2015.
In 2016, I also started offering online courses teaching all things Squarespace. This resulted in my second pivot in 2019 when I decided to stop doing 1:1 web design projects to become a full-time course creator.
My third business pivot is happening right now! After eight years, I am moving away from teaching Squarespace and working on new, platform-independent Calm Business courses.
The reasons for each pivot were quite different.
Pivot #1 came about quite accidentally. As a long-time blogger, I was always tinkering with my website, and web design became a creative passion of mine. At the end of 2014, a friend asked me to redesign her business website, and it was a huge success when we launched it. My husband and I had just relocated from the UK to the US, and inspired by the positive experience of this project, I decided - rather than look for a job - to become a Squarespace web designer! I was 52 at the time, and that was the best decision I ever made!
Pivot #2 happened because I was approaching burnout. After three years of doing both client projects and courses, I had reached the limit of what I could do as one person. I knew that I either had to expand and hire help or let something go. I am a one-person business by design. I never wanted to run an agency or manage staff – so I decided to let go of 1:1 client work and focus fully on my courses going forward. I gave myself 12 months to see if it worked and how I liked it. Needless to say, it worked out beautifully, and my business grew a lot after I became a full-time educator.
Pivot #3 is all about taking back control and creating a movement. I love Squarespace, but maintaining my courses had become quite challenging because of the frequency with which Squarespace rolls out updates and new features. All good stuff, but my work became increasingly reactive as a result, and that did not feel calm to me. At the same time, my Calm Business approach started taking on a life of its own, resonating with more and more entrepreneurs who crave a viable, calmer alternative to hustle culture. In many ways, this pivot feels bigger than me and like something I am destined to do.
Were the pivots successful?
I can’t speak to pivot #3 yet as I am still in the middle of it. But pivots #1 and #2 were a big success, and my business has consistently turned over six figures for the last few years.
Calm Business HQ
Here are my top five tips for pivoting as a solopreneur:
1. Feel your fears and trust your intuition.
Especially with my current pivot, there were many moments when I was freaking out, feeling unsure, and scared of losing money and everything I had built. I acknowledged these feelings and kept going because I knew I was on the right path deep down. I emerged from a long, sticky middle with clarity and purpose, and from then on, this pivot became its own big wave, and I am simply riding it now.
2. Don’t be afraid to experiment.
When I pivoted from 1:1 client work to full-time teaching, I gave myself 12 months to see if I could pull it off. If things didn't work out, I was fully prepared to return to web design. If you are not 100% sure about your pivot, set a timeline and some objectives you wish to achieve. Have a backup plan in case the pivot fails.
3. Have a safety net.
This is probably one of the most under-discussed aspects of entrepreneurship. It is hard to focus on launching or growing a business when you constantly have to worry about covering the basics of living, such as rent, food, and general living expenses. In my case, my husband is my safety net, both financially and emotionally. We are #teammartin, and neither of us makes big decisions without talking about it first.
While having a partner is probably the most common safety net, there are others, too:
Enough savings for 6-12 months.
The support of your parents or family, knowing they'll catch you if you fall.
A part-time job to pay the bills while you grow your business.
The confidence that you can always get a regular job again if all fails.
Playing out the worst-case scenario and making a list of potential safeguards.
4. Get help.
Even as solopreneurs, we rarely do this alone. Don’t be afraid to reach out to business friends or peers or hire a coach or mentor to support you through the sticky parts. I certainly did this for my third pivot, which required a lot more tactical and strategic thinking and planning.
5. Remember your why.
Whenever you are scared, full of doubt, or overwhelmed by it all - come back to your center and remember your WHY. Why do you want to pivot? What is on the other side of it? What will your life look like after you have successfully completed your pivot? What will it feel like? Connect with that part, and then keep going. It will be worth it.
Bonus Tip: Be patient
My first and second pivot happened relatively quickly. I made the decision and immediately went with it. My third pivot took about two years for me to pull the trigger. I had a successful business, and there was much to consider, from logistics and clarity about my new offerings to the impact on my students. There was a long, sticky middle of going back and forth, changing my mind, feeling afraid, and feeling silly (why change a perfectly good business?). But deep down, I knew I was on the right path and needed to be patient and trust that all pieces would fall into place, which they did! As of writing this in early 2024, I have clarity about what I am going to offer and can’t wait to launch my first business course for solopreneurs soon!
Podcasts about Pivoting
1. The Savvy Session: Navigating Successful Business Pivots
I was delighted to be a guest on The Savvy Session podcast with Kirsten Ramos and Paula Kircher. We had a lovely 40-minute chat where we talked about taking risks, safety nets, trusting your intuition and knowing your why.
2. Somewhat Useful: Pivoting your Business
Will & Christy discuss the times in which they pivoted their businesses and what made the pivot successful. They also hear from friend-of-the-show Kerstin Martin, who has recently pivoted her business, and hear about her 5 keys to a successful pivot.
