Inspirational Women in Business #5 ~ Emma Woodhouse, The ‘Wedding Reporter’…

 

"I’ve written a lot of love stories in my time, from secret stories in the back of my exercise book about boys we had a crush on, to lengthy duologues set in a coffee shop for my drama degree.
I started writing love stories before I even knew what love was.
I started writing before I even knew how to craft a story…"

 

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So you may or I guess may not be aware that I'm running this feature every Friday or so, on women who have inspired me to make my business a good one. A business that is based on sound moral values, hard work and belief in myself and my ability to achieve something.

I consider myself incredibly privileged to be surrounded and indeed supported by a number of brilliant, bright, strong and inspirational ladies right now. I find myself frequently referring to their guidance and friendship in an effort to steer my business in the direction I want it to go, and I love those ladies for it. This new regular feature is something I've established to celebrate these wonderful ladies and is something that I hope inspires both industry colleagues and brides alike who I know frequent these wedding blog pages.

This week, I'd like to focus on a lady who's business is all but in it's infancy, but who has in just 12 months made waves in the wedding industry with her unique 'Wedding Reporter' service and inimitable tweets {also see 'Cloggins'!}.

For those of you unfamiliar with the concept, The Wedding Reporter is a truly bespoke service offering the opportunity for a personalised literary account of your whole wedding day to savour as a unique keepsake.  Your 'wedding report' can be incorporated with professional images from your photographer or presented in a beautifully bound booklet – a lovely gift idea for friends and relatives.

Each wedding report is custom designed by Leah Spicer Creative and feature unique hand drawn illustrations, an example of which you see below…

Love My Dress Wedding Blog – Photography Copyright (c) 2012, Ali Lovegrove

A mere slip of a thing, Emma will blend in to your wedding day shenanigans seamlessly and without imposing; like a wedding-day fairy; there when you wish for her to be there, hidden but 'present' at all other times, furiously working her pen tip to her trusty notepad and reliably recording every little beautiful detail of your wedding day for posterity. That said, if you'd like to offer her a prime position on your top table, I know she would very much oblige 🙂

I give you, The Wedding Reporter…

 

Who are you and what do you do?

My name is Emma Woodhouse and my specialist subject is creating literary legacies of weddings for discerning brides and grooms. Oh wait, this isn’t Mastermind? Ok, I’m a freelance writer who trained with the NCTJ and Bristol University and I have a penchant for all things matrimonial. I created The Wedding Reporter in March 2011 in order to give couples their very own love story.

"Yes, my name really is Emma Woodhouse, it’s not just a sly marketing ploy; I happily married a man who bestowed me with the name of a Jane Austen heroine as a handy wedding gift…"

I can also be found stalking the internet for poor spelling, punctuation and grammar and subsequently reprimanding the culprits. Publicly.

{Note from the Editor:- I so did not even need to spell check this feature……..}

 

How would you describe ‘The Wedding Reporter’ service to a complete 'unknown'?

The Wedding Reporter offers creative, non-fiction accounts that capture the atmosphere, ambience and details of a wedding firsthand, in order to create a personalised literary account to savour as a unique keepsake. I build up a context of the newlyweds by mingling with their guests and observing all the tiny moments that can often get overlooked in the hurricane of chaos that is the wedding day.

A wedding report acts as an extra layer of texture to your memories of the wedding day; it creates a narrative that ties together your images and film. In a world saturated with images, it’s nice to hark back to a more traditional method of storytelling. I have a romantic notion that the bespoke booklets that couples commission from The Wedding Reporter end up being treasured and handed down throughout the generations.

How did you get into the business of writing about weddings and when did you realise you wanted to set up your own business?

I once had a wedding blog of my own way back in the days of my bride-to-be status. After I had published our own wedding report (and all four of my readers gave it rave reviews) and been featured on a little blog you may have heard of called ‘Love My Dress’, I knew that was the end of the story for my days as a blogging bride.

However, it soon became apparent to me that what I missed about my blog was writing about the actual weddings we’d been to; I wasn’t fussed about the labours of planning or the dress dilemmas – I just wanted to document that one amazing day and the cacophony of emotions that it provokes.

The words "I wish I could just go to weddings and write about them" crossed my lips and low and behold, The Wedding Reporter was born. It was one of those light bulb moments that seemed so simple and transparent that it couldn't really be a viable concept.

It was only when my husband pointed out to me that I might want to cover my costs rather than offering the service as a favour to nice people on Twitter that I realized there might be a business in it. 

Did you have any business experience before establishing 'The Wedding Reporter'?

For the last seven years, I’ve been living in the pub that my husband runs and have watched him achieve year-on-year growth, despite a recession, and helped him bring it back to life after a fairly catastrophic fire in 2008. I have stared at countless P & L forecasts and lamented unattainable budgets. I have written more business plans and SWOT analyses than I could ever actually admit to.

As a result, I have a basic understanding of the fact that I need to make more money than I spend in order to be successful. However, when it comes down to actual maths or serious stuff, I stick my fingers in my ears and shout very loudly, “We creatives don’t have to worry about this sort of thing in bohemia!” 

How did you go about setting up your own business?

Haphazardly and somewhat laughably! My research consisted of canvassing opinions on whether it was a good idea amongst my peers and the network of wedding industry contacts I’d accumulated on Twitter. I checked, double-checked and re-checked if anyone else offered this service (there wasn’t then, there is now) and bought a domain name. I had my first enquiry before I’d even had time to formulate a plan, so I hastily cobbled together a site on WordPress within 24 hours, including an outline of what I suspected my services might be and a vague indication that money would need to exchange hands.

It all happened so fast that I was working very reactively to each aspect as it happened. In hindsight, a little bit more forethought wouldn’t have gone a miss, but I think that somewhat defeats the point of having a light bulb moment. I’m also really pleased with the fact that the business has evolved organically, adapting to its increasing popularity and moulding to the feedback of my clients.

 

What would you say are the fundamental basics required to establish your own business?

Make a plan! Even though I hit the ground running, my husband (and self-appointed CEO) made me sit down and write out a business plan and a financial forecast for my first 12 months in business. I am currently in month 11 and already find my initial predictions laughable, but that is a sure-fire way of tracking your progress and knowing when you’ve exceeded your expectations.

I’d continue that stream of thought by saying that no matter how bad you are with numbers or logistics, if you sit down to put together your action plan and forecast and hate every second of doing it and don’t feel a sense of pride at the end, then you’re probably not in love with what you’re doing. I was SO excited to get all my ideas down, to see the processes form in front of my eyes and create protocols and goals for myself. I clicked save on that document absolutely chomping at the bit to start making my plan a reality and watch The Wedding Reporter thrive.

It’s not enough to just have a great idea. You need to work hard at it in all arenas, be that through the correct marketing or making sure your accounts are up to date. Do your research, formulate your plan of attack but most of all: believe in yourself.

 

 

What would you say are the essential skills required to run your own business successfully?

For me, the one thing I didn’t quite realize was that actually being a business owner is a full time job. I thought I was quitting my day job to become a full time writer, but writing actually only takes up a small fraction of my time. The majority of my time is spent on making sure my business is running soundly, whether that be replying to emails, meeting accountants, networking, freelancing for other clients or simply working out how I can earn more money next month.

As a result, I need to have amazing time management. I currently don’t have this skill and am constantly reprimanding myself for being easily distracted and wilfully procrastinating. I should in fact be writing an article right now but instead I’m answering these questions, so I think you see my problem!

You also need to be able to sell yourself. No one likes arrogant fools who talk themselves up, but you do need to have enough pride in your business to put it out there and say, “Look at me.” It’s often really tough to do this and sort of makes you want to stick needles in your eyes, especially if you’re in any way shy or bashful, but if you don’t shout about yourself, who will? 

What is your biggest business lesson learned so far?

Be a good person and a decent human being. People are far more likely to invest in your business if they like the person behind it. If they in any way think that you’re malicious, money-grabbing, inattentive or two-faced, they’re not going to buy into you. Your behaviour is a reflection of your character, your business and your brand.

Your ultimate top 3-5 tips for any woman looking to take a leap of faith and set up her own business?

Discuss it with your family first. You are going to be essentially giving up your life to get this baby off the ground, so you need to make sure that all the key players in your life – partners, children, primary caregivers – are ok with that.

Don’t feel like you have to do everything right away. In the initial rush of excitement you’ll feel like you want to stick your thumb in just about every pie, but it’s ok to take your time and make more informed decisions as things progress, so don’t rush into anything.

Be proud to admit your ambitions and that you’re ambitious. It can sometimes feel like women aren’t meant to admit to having a guttural instinct to pursue a goal, a dream, a business or a lifestyle. This is nonsense. Know what you want, tell the world and go get it. It doesn’t mean you’re unladylike, it means you’ve got balls. 

Any obstacles or limitations you have had to overcome, particularly being a woman in business?

I have been very lucky so far, but my major limitation is the lack of capital I have to invest in my business. I started out with just a small amount of savings. I don’t believe in debt, so I haven’t (and won’t) taken out a business loan or credit card. As such, The Wedding Reporter exists purely on a diet of slim pickings – a small percentage is reinvested into the business for every commission I take (wedding and non-wedding related) and then occasionally my funds get an injection if a doting grandparent sends me a cheque for Christmas. That’s literally it. So that fancy new website and spangly ad campaign that I know would raise the profile of The Wedding Reporter just ain’t happening any time soon.

What tips do you have for balancing work/personal and family time?

Give your husband a PS3 so he doesn’t notice how much time you’re not spending with him! I’m just kidding (kind of…)

It’s so easy to get caught in the trap of feeling like you must devote every waking moment to your business, but no rational human being would ever expect this of you. Feel free to work an 8-hour day like the rest of the known workforce, even if these are obscure hours that fit around your personal life.

For instance, I know that I’m rubbish in the mornings so I don’t make myself work early, usually getting into it by 10 or 11am. If you’ve got kids, you might want to make sure that between them coming home from school and going to bed, you’re completely dedicated to them, even if that means then working from 8pm to midnight. (I can hear you laughing at this Annabel, as I know this would be an early night for you!) The joy of working for yourself is that you can mould it around your other commitments, so don’t feel guilty about doing so. 

What/who inspires you/how do you stay inspired?

I’m a writer, ergo I’m inspired by everything. I witnessed an absolutely blazing row between an elderly couple in Wilkinsons the other day which made me immediately want to run home and write a story about how they’d got to that point in their lives. I get inspired by frosty fields and blazing sunsets, sad looking puppy dogs and drunken exchanges between lovers. Real life, real emotions and real experiences are what inspire me. 

How do you go by setting yourself apart from your competition? {this is a generic question, avoid if you want}

I think there are two qualities that are quintessential to The Wedding Reporter that you won’t find in any competitors: my style of writing and my personality. The first is important because I’ve been writing since I was old enough to hold a pencil and means that I have absolute faith in my writing voice. The second is integral because my clients are inviting me to come to their weddings, so they need to buy into who I am as a person in order to want to have me there. I could write as brilliantly as James Joyce but if I was a douchebag no one would want me around.

 

What are your career highlights to date?

This is such a tough question as a monumental amount of amazing things have happened over the last year. Working with Parallel Venues on the launch of Fetcham Park was amazing; documenting the work of Chanelle Segerius-Bruce for a You and Your Wedding editorial shoot was eye-opening; attending The Wedding Industry Awards amongst some amazing suppliers was a privilege and partying the night away at the Love My Dress Summer Soiree was pretty special too.

Seeing my first article in print for Perfect Wedding, writing for Dashing magazine and now being asked to contribute to Reverie magazine have helped fuel my innate desire for recognition. However, I think leaving my day job to commit myself 100% to The Wedding Reporter and not subsequently dying in a penurious state of starvation is something I will always feel incredibly proud of.

Any books/magazines you would recommend?

For all aspiring writers – you should read The Paris Review (from inaugural issue to the most recent edition!). I do really like reading business advice but have never specifically read a book on the topic. I find great inspiration from some of the gems that Seth Godin offers, I love Liene Stevens from Think Splendid and I find the Biz Ladies series on Design*Sponge incredibly useful. 

 What are your thoughts on wedding blogs, and the role they play in the wedding industry?

In a nutshell, I probably wouldn’t have a business if it weren’t for wedding blogs! I think contemporary couples are much more savvy about how they invest their wedding budgets these days and as such, they want to know where their money is going, what they’re getting for it and who’s behind it. Blogs are the perfect gateway to create personal introductions to the people behind these businesses. They allow couples to understand the process that goes into making a wedding cake or educates them on how a wedding photography package breaks down into working hours. Wedding blogs help peel back the shroud of mystery around how we all work in this industry and as such, couples are far more likely to buy into someone they feel they know rather than someone who just has the cash to splash on SEO rankings and glossy ads.

If you weren't a super star wedding reporter, what would you be?

Well, realistically, I’d still be working for English Heritage trying to conserve monuments of the past in the face of a financially crippling future, dealing with backwards local authorities and confused pensioners on a daily basis.

In my imagination, I’d be a sitcom writer in LA that just happens to be so charmingly funny and British that they cast me as the lead in the show, as well as making me exec producer.

I did mention that I’ve got an overactive imagination, right?

Any words of wisdom?

The greatest things often happen to us when we aren’t expecting them. If you’re searching for the next big thing or an amazing idea or a get-rich-quick scheme, you probably won’t find it. If you believe passionately in something, however, you probably will. Thoughts become things, so start thinking about the things you actually believe in and want to achieve.

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It's really prety kinda cool when you meet someone who does something so inspirational, different, and so darn brilliant.  Emma, I salute you and hereby encourage ALL my readers to visit your website and book your services.

For more information on Emma and her wonderful work, please visit The Wedding Reporter website.  You can also follow The Wedding Reporter on Facebook and Twitter. Click here to go directly to some of the wedding reports that Emma has featured on her blog.  You can also read about Emma's own wedding on Love My Dress here as well as a beautifully written account of the glamorous networking eveng I organised last year, the Love My Dress Summer Soiree.

You can read more 'inspirational women in business' interviews here.

Fond love to you this Friday morning my friends 🙂

Annabel

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