This document provides information from a presentation on shifting from blogging to business ownership. The presentation covers topics in the morning session such as creating an elevator pitch, media kits, and monetization strategies. The afternoon session topics include calculating rates, using contracts, tracking income and expenses, deciding between an LLC or S-Corp business structure, and obtaining trademarks. The document provides examples and advice on each of these topics to help bloggers make the transition to running a business.

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#SoFabUOTR
Shifting From Blogger to Business Owner
powered by
#SoFabUOTR

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Jennifer Evers
www.MeMyselfAndJen.com
www.MMandJConsulting.com
@AFewGoodJens
@MMandJConsult
jennifer@memyselfandjen.com

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Today’s Topics
Morning Session – Vision, Marketing and Money
• Are you ready to shift?
• Elevator Pitch
• Media Kits
• Monetization
Afternoon Session – Business Logistics
• Calculating Rates
• Tracking Income & Expenses
• Contracts
• LLC or S Corp for me?
• Trademarks

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Disclaimer
• Some of the content in this presentation relates to
financial and legal matters.
• I am NOT an accountant or an attorney.
• Nor do I play one on the internet or at conferences.
• I am sharing my perspective on certain financial and
legal topics, but the only ADVICE I will give you is to
please get the appropriate, licensed professional to
advise you on financial and legal matters.

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Are you ready to make the shift?
First Steps
• Mission, Vision, Values
• Own your content
• You CAN do more than post on your blog
• Professional Headshot
• Stop blogging for free

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Mission, Vision and Values
What are your Guiding Principles?
• Why do you blog?
• Extra money
• Second Career
• Empowerment
• Where do you envision your business in 1-3 years?
• Giving Back
• Full-Time Career
• Who are the brands / businesses that you want to align
with?

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OWN YOUR CONTENT
Blogging on a free site is like building your dream
home on a rented lot.
• Purchasing your domain is NOT enough
• Must use a hosting service that you PAY FOR.
• The free version of Wordpress is no better than
Blogger.

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YOU BREAK IT, YOU FIX IT
Don’t be a slave to a web designer
• Have your blog designed in a Theme that you can learn
to use. (Genesis is easy to learn)
• Have a designer who is willing to TEACH you how to
make simple changes.
• Have a pro readily available if you DO break it.
• Know the different between a WP Engineer, a Web
Designer and a Graphic Designer.

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HEADSHOTS vs PROFILE PICTURES
Know the difference
• Your dining room is great for social media profiles, but
NOT headshots.
• You don’t have to spend a fortune.
• Get a group of bloggers / entrepreneurs together and
book a group session with a photographer to lower the
cost.
• UPDATE it as your looks change.

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HEADSHOTS vs PROFILE PICTURES
EXAMPLES

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STOP BLOGGING FOR FREE
It’s not going to pay the bills
• My mortgage company doesn’t take payment in pie –
does yours?
• Always ask if there is a budget for the campaign
• Exceptions for me:
• Is this something I can do on my own?
• Will it cost me more than what they are giving me to
participate?
• Align with Core Values

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How are you going to get there?
Being an Entrepreneur is about the HUSTLE
• Networking
• Chamber of Commerce
• Entrepreneur events
• Small Business Associations
• Education
• Always. Be. Learning.
• SoFabU online is a GREAT resource – use it!
• Community College

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See and Be Seen: Be Easy to Find
If they can’t find you, how can they hire you?
• SUBSCRIBE BUTTON: start building your email list
• BE SOCIAL: try all of the social networks but focus
where your people are
• GUEST BLOG on sites whose audience you are trying
to grab.
• INVEST TIME: in Search Engine Optimization
• SUBMIT TO SPEAK at appropriate conferences

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Be Your Own Brand Ambassador
• What is your Brand Message?
• Make sure you are communicating it across your social
channels
• Be AUTHENTIC to your Brand
• Remember the Social Media Rule of Thirds:
• A Third of the Time – Focus on Your Brand
• A Third of the Time – Focus on Your Industry
• A Third of the Time – Share what’s interesting to you

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The Dreaded Elevator Pitch
Who are you?
• Differentiation in a Sea of
Sameness
• How do you Present your Blog
/ Business to a Brand?

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EXERCISE: Create Your Elevator Pitch
Your USP - Unique Selling Proposition _________________
Your Audience ___________________________
Your Niche or Category __________________________
My blog is [what is it?] which offers [unique perspective]
for [specific audience]

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Example Elevator Pitch

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Example of a Blogger Elevator Pitch
MOMMA CUISINE: Making Great Everyday Meals​
THE BLOGGESS: I wrote for the Houston Chronicle, but I
needed an uncensored space to say the f-word and talk
about ninjas so I started this blog.
A GRACEFULL-LIFE: I love to write about DIY on the cheap.
Basically I am Martha Stewart. Without the money. Or the
fancy cars. Or the hired help. Or the intricate art projects. Ok I
am nothing like Martha Stewart.
YOUR BLOG: ?​

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EXERCISE: Create Your Elevator Pitch
Your USP - Unique Selling Proposition _________________
Your Audience ___________________________
Your Niche or Category __________________________
My blog is [what is it?] which offers [unique perspective]
for [specific audience]

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MEDIA KITS
Why do I need one?
• A resume for your blog
• Summarizes all of your stats on ONE page
• Should include:
• Elevator pitch
• Professional headshot
• Social Media numbers
• Recommendations
• Services Offered
• Brand Relationships

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MEDIA KITS

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MEDIA KITS
Resources for creating your own
• SoFabU has a tutorial!
• Templates – Go to MeMyselfAndJen.com for link

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The Paths to Monetization

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The Paths to Monetization
There are SO MANY!
• Advertising
• Affiliate Marketing
• Sponsored Content
• Hired (coach, speaker,
spokesperson, writer,
reviews)
• E-Content (Webinars,
Seminars, E-Books)
• Consultant

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Advertising
• Ad Networks
• Google AdSense
• Corporate Sponsors / Partners
• Sell your own – consider
starting local!

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Affiliate Marketing
• Amazon, Share A Sale,
Commission Junction
• You are the middleman
• Paid via a provided tracking link
• Choose a subject you love and
build a content rich, informative
blog post about it.
• RESOURCE: Missy Ward’s book
(link on memyselfandjen.com)

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Sponsored Content
From third party or direct to you
• Creating original content in line with a campaign of
message from a brand
• Two Types:
• Blog Posts
• Touts on Social Media
• Leverage your social media reach: Facebook, Twitter,
Pinterest and Instagram
• SoFab ROCKS for Blog Campaigns!

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Hired
Think outside the box – where is your passion?
• Freelance
• Trade publications are a great place to start
• Pitch brand or PR yourself
• Local television stations – are you an expert?
• Write a book
• Consulting / Coaching
• Share your passions with others
• Local businesses you patron
• Speaking Engagements
• Full Time Employment / Entrepreneurship

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Afternoon Session Topics
Business Logistics
• Calculating Rates
• Contracts
• Tracking Income & Expenses
• LLC or S Corp for me?
• Trademarks

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#SoFabUOTR
Shifting From Blogger to Business Owner
Afternoon Session
powered by
#SoFabUOTR

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Morning Review
Vision, Marketing and Money
• Are you ready to shift?
• Elevator Pitch
• Media Kits
• Monetization

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Afternoon Session Topics
Business Logistics
• Calculating Rates
• Contracts
• Tracking Income & Expenses
• LLC or S Corp for me?
• Trademarks

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Calculating Rates
They want to work with me, now what do I charge?

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Calculating Rates
Do Your Research
• Who is your competition?
• Are you the only person that’s bidding on this job?
• What is your place in the market?
• What is your interest level in the project?
• What is their budget?
• What are you willing to do for that amount?
• Don’t be afraid to counter
• Good, better, best options

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Calculating Rates
Coming up with the RIGHT number
• Hourly Rate versus Project Fee or a Hybrid
• Time tracking in social media is HARD
• What expenses will you have to weigh against fees?
• Business expenses
• Childcare
• Drive time
• Be creative
• Can you add a Twitter Party?
• Would a blog post campaign from 2-3 targeted
bloggers expand their reach?

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Calculating Rates
THERE ARE NO INDUSTRY STANDARDS
• Fees are subjective based on client budget,
experience, and perceived value of the service you are
providing.
• Educating clients increases your rates
• Find the Sweet Spot:
• Expenses + Time Commitment + Project Type =
Exceeds Financial and Personal Goals

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Contracts
Protecting yourself and your clients
• You’ve calculated your rates
• You know what the job is
going to cost you
• You and the client have
agreed on the project
• Now what???

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Contracts
Important Details
• Who is the contract between?
• What is the scope of the project?
• What are the goals of the project?
• SPECIFIC tasks you are going to perform
• SPECIFIC tasks the client is going to perform

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Contracts
Important Details
• Are there additional services you are recommending
to the client (UPSELL!)
• Terms of Payment
• Full fee
• Deposit Needed
• Payment Dates
• Invoicing Policy
• Net terms
• Penalties

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Contracts
Important Details
• Confidentiality Clause
• Terms of the Agreement (Dates)
• How to Terminate the Contract
• Dispute Resolution
• SIGNED AND DATED

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Contracts
Important Details
• Can modify dependent on job size and scope
• PR driven, blog post campaigns:
• Project scope
• Agreement
• Terms of Payment
• If there is no contract, how to you expect to get paid?

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Contracts
Important Details
• Create a contract template and have it reviewed by
an attorney.
• Looking for a place to start? Go to
www.memyselfandjen.com/etsy for a sample!
• $5.00 coupon: SOFABUCHICAGO

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Tracking Income & Expenses
Do it monthly, don’t wait until tax time
• Crucial for
understanding your
business.
• Do not have to
purchase fancy
accounting system
• Quickbooks or Excel
works great.

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Tracking Income & Expenses
Worksheet Exercise
• Who completed it?
• Any surprises?
• Knowledge is POWER
in your business!
• Budgeting is KEY to
long term financial
success.

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Tracking Income & Expenses
Pay Me!
• Tracking income monthly increases odds of getting
PAID.
• Use PayPal Invoices – quick and CUSTOMIZEABLE!
• Don’t have to use PayPal as a form of payment
• What does your accountant need you to track?
• What format works best for them?
• Excel
• Quickbooks
• Virtual Assistant for P&L statements

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Tracking Income & Expenses
Where does all of my money go?
• BUSINESS MONEY SHOULD BE SEPARATE
• Even if not incorporated, set up a separate checking /
PayPal account.
• Use a Debit card connected to THOSE accounts for
business expenses.
• Will help in tracking expenses monthly & balancing
your books.

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Tracking Income & Expenses
But how do I really get paid?
• Are you making a profit?
• Invest back into the business
• Talk to your accountant about a draw or salary –
depending on your incorporation status.

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LLC or S-Corp
Is it time to incorporate?
• MYTH: You do NOT need to incorporate in order to
separate your blog money from your personal money.
• FACT: In most states, you WILL need to be
incorporated to have a checking account with your
business or blog name on it. Even a DBA (Doing
Business As) account usually requires it.

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LLC or S-Corp
Is it time to incorporate?
• Incorporating handles two primary issues:
• Personal Liability
• Taxes
• It’s also used as part of Estate Planning in the case of
Single Adults / Single Parents
• Both are a pass-through tax entity. Typically, no
income taxes are paid at the business level. Business
profits or losses pass through to the owners personal
returns.

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LLC or S-Corp
What is the same
• Both grant personal protection from debts and liabilities
of the business.
• Both are a pass-through tax entity. Typically, no
income taxes are paid at the business level. Business
profits or losses pass through to the owners personal
returns.

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LLC
• LLC = Limited Liability Corporation.
• No business tax return necessary, unless more than
one employee.
• No requirements of bylaws, annual meetings, or filing
an Annual Report.
• More cost on the initial set up, but only pay an annual
renewal fee.

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S-Corporation
• Business Tax Returns must be filed
• Must draft Bylaws, have Annual Meetings, and file an
Annual Report.
• Cheaper to set up on the front end, but can cost more
over the year in Tax Return / Annual Report filings.

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LLC or S-Corp
How should I proceed?
• Get an attorney and an accountant involved.
• A statewide search for businesses already registered
with a similar name needs to happen.
• Work with people that UNDERSTAND what you do for
a living so you get the proper advice.
• Network in your community – bloggers and social
media professionals are GREAT resources for service
professionals.

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Trademarks vs Copyright
What is the difference?
• Trademarks protects names, terms and symbols that
are used to identify the source of goods and/or services
on the market. In other words, a trademark lets the
consumer distinguish one company's offerings from
another's.
• Copyright protects original creative works such as
books, movies, songs, paintings, photographs, web
content and choreography. As the owner of a federally
registered copyright, you can control how your work is
reproduced, distributed and presented publicly.

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Trademarks & Service Marks
Protect your brand and logo
• A trademark is generally a word, phrase, symbol, or
design, or a combination of these elements, that
identifies and distinguishes the source of one party's
goods from those of others.
• A service mark is the same as a trademark except that
it identifies and distinguishes the source of a service
rather than goods.
- United States Patent and Trademark Office

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Trademarks & Service Marks
• The USPTO website is
FULL of great
information.
• Start HERE 
http://www.uspto.gov/tra
demarks-getting-
started/trademark-
basics

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Trademarks & Service Marks
Where do I start?
• You have to do a WORD and/or DESIGN MARK
SEARCH prior to your submission to ensure your name
is available.
• Search “Live and Dead”
• Use “Exact Search Phrase”
• Watch ALL of the tutorials before starting the process –
it can be VERY confusing.
• Consult an attorney to file if overwhelmed or have
questions.

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Trademarks & Service Marks
Specifics to do it yourself
• The website WILL walk you through the process of
filing for a Trademark and Service mark on your own.
• Most online applications done yourself are called a
TEAS PLUS (Trademark & Service Mark) and cost
$225 – payable at time of application.
• Blogs fall into Class 035: Advertising and marketing
services provided by means of indirect methods of
marketing communications, namely, social media,
search engine marketing, internet marketing . . . .

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Trademarks & Service Marks
What happens after?
• Know that your ADDRESS WILL BE PUBLIC
KNOWLEDGE once you file for a trademark.
• You WILL get junk mail soliciting services to upsell you
additional products and monitor the status of your
Trademark Application.
• SAVE your application and Assigned Serial Number –
it’s the ONLY way you can check on the status.
• Can take 3-6 months to process

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Trademarks & Service Marks
• If you change your blog logo – you’ll have to do this
AGAIN!
• Trademarks WILL help legitimize your blog / business
and urge Social Media platforms to remove squatters
from your usernames.
• NO ONE will be legally allowed to use your name or
logo without permission. Can pursue legal action in
Federal Court System.

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Create an Action Plan
Set goals to ensure accountability
• What 5 things are you going to Implement from
SoFabUOTR Chicago?
• Make 1 week, 2 week, 1 month and 3 month goals
• Find your tribe and help yourselves be accountable
• Email me with your accomplishments!
• Jennifer: Jennifer@MeMyselfAndJen.com

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My SoFabUOTR Action Plan

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Jennifer Evers
www.MeMyselfAndJen.com
www.MMandJConsulting.com
@AFewGoodJens
@MMandJConsult
jennifer@memyselfandjen.com

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#SoFabUOTR
Shifting From Blogger to Business Owner
THANK YOU
powered by
#SoFabUOTR