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{"id":2083,"date":"2015-03-25T04:53:23","date_gmt":"2015-03-25T04:53:23","guid":{"rendered":"http:\/\/urban-plains.com\/2016\/?p=2083"},"modified":"2016-04-21T00:53:10","modified_gmt":"2016-04-21T00:53:10","slug":"entrepreneurs","status":"publish","type":"post","link":"https:\/\/urban-plains.com\/2016\/innovation\/entrepreneurs\/","title":{"rendered":"From Passion to Paycheck"},"content":{"rendered":"

Words by Marissa Daily | Photography Provided by Mariah McIntyre, Katelyn Kosinski, and Jon Knopke | March 25, 2015<\/p>\n

The most popular cupcakes in Des Moines are dreamed up by a finance businesswoman with no culinary degree. Two years ago, Christina Moffatt of Cr\u00e8me Cupcake + Dessert<\/a> abandoned a thriving corporate career to dedicate herself to baking. Now, the 35-year-old has gone from whipping up treats in her kitchen to owning an avant-garde bakery with a staff of 16.<\/p>\n\n

\"1\"<\/a><\/p>\n

But Moffatt’s success story is an exception, a needle in the haystack of failed business endeavors. It takes more than luck to transform a hobby into cold, hard cash. For Moffatt, it took a lot of guts. \u201cI was basically leaving a stable corporate job to go to the complete unknown,\u201d she says.<\/p>\n

Despite the odds, success of small businesses is surprisingly prevalent. In 2013, Forbes reported<\/a> that 28 million small businesses nationwide represent 75 percent of all businesses. Of those small businesses, 22 million are self-employed individuals with no additional employees or payroll. The bottom line: small business ownership is hard, but success is attainable. For these three Midwesterners, hard work paid off.<\/p>\n

\n
\"A<\/a>

A personal wedding invitation design from Cleary Lane.<\/p><\/div>\n<\/figcaption><\/figure>\n

Mariah McIntyre, graphic designer and owner of Cleary Lane Weddings<\/a> on Etsy \u2013 Wichita<\/h5>\n

Her product:<\/b> Printable, customizable paper goods for weddings.<\/p>\n

The backstory:<\/b> Mariah McIntyre never learned things the traditional way. She hated the classic classroom setting and bored easily. After trying four different colleges and deciding criminal justice wasn\u2019t for her, McIntyre had had enough. \u201cI don\u2019t feel like I quit,\u201d she says. \u201cI just chose a different path.\u201d Abandoning higher education led McIntyre to a cashier job at a hunting store. Not exactly what she had planned.<\/p>\n

How she got started on Etsy:<\/b> While classrooms may not have been for McIntyre, the core of her business\u2019s success is tied to learning \u2014 this time through self-teaching. She started her first Etsy business, Deaconnessa Designs, in March 2014, after learning how to make paper-bead jewelry through online tutorials, eventually expanding into metalwork. She\u2019s since closed that store to start on her second Etsy endeavor, Cleary Lane, which launched that April.<\/p>\n

Cleary Lane came after McIntyre taught herself graphic design with the help of YouTube. Transitioning to designing printable wedding invitations was not only a more viable business, but a more convenient one, too. Rather than ordering and then shipping traditional, pre-made invitations through the mail, clients on Etsy can choose a digital template from hundreds of designs and collaborate with McIntyre to create their one-of-a-kind invitation. It\u2019s a bonus for customers, too: She says the average cost of a traditional paper wedding invitation costs $3 \u2014 multiply that by an average of 130 guests, and you\u2019ve got yourself an investment. By comparison, a single Cleary Lane invitation template \u2014 with unlimited (less expensive) printing options \u2014 costs $8. \u201cInitially, the reason I started a business was because I really hated working retail and I wanted to be free,\u201d McIntyre says. “It soon became more than that when I realized how many people loved my products.”<\/p>\n

The turning point:<\/b> In June 2014, McIntyre took a week-long vacation to the Lake of the Ozarks in Missouri. She spent it expanding Cleary Lane by designing new templates to add to her online store and collaborating with clients to get their invitations just right. But on the day she was supposed to return to her cashier job, her car broke down \u2014 it wasn\u2019t fixable. \u201cIt all suddenly clicked,\u201d McIntyre says. \u201cIt was a crazy idea, but I decided that since I no longer had a car, I was going to quit my job and work from home. My family thought I was nuts.\u201d Despite the financial uncertainty, she had a gut feeling that she\u2019d made the right choice \u2014 and now, she\u2019s making four times as much as she did as a cashier.<\/p>\n

The moneymaker:<\/b> When McIntyre first started Cleary Lane, her goal was one sale a day \u2014 a daily income of $10. Now, she makes 8 to 10 sales a day and, with each sale averaging $14, she no longer worries about paying her bills. The key to her success: diversifying her products. Rather than limiting herself to invitations, she branched out into all things wedding related, from RSVPs to place cards and menus. Less than a year into becoming a full-time Etsy vendor, McIntyre makes nearly 10 times her previous salary during peak wedding season, from April to September.<\/p>\n

Jon Knopke, founder and owner of a non-traditional gym, Health House<\/a> \u2013 Kansas City<\/h5>\n

His product:<\/b> A high-end wellness center with a focus on rowing that eliminates the fees and stress of the traditional gym.<\/p>\n

The backstory:<\/b> Extensive experience in the fitness world taught Jon Knopke that convenient box gyms \u2014 massive, stark complexes like Gold\u2019s Gym or Life Time Fitness \u2014 often lack hands-on help. People at those big gyms often don\u2019t tone up, drop pounds, or meet their fitness goals because no one tells them how to be successful. \u201cThey feel somewhat intimidated because most of the cardio pieces are in front of everybody, but they get on them because that\u2019s the easiest thing to do,\u201d he says. \u201cSo they\u2019ll get on the treadmill, they\u2019ll walk or run for 30 or 40 minutes, and they\u2019ll watch TV. They\u2019re convinced that\u2019s going to change them.\u201d Knopke witnessed this countless times until he introduced his hometown of Kansas City to a new kind of fitness.<\/p>\n

The turning point:<\/b> A former rugby player and sports fanatic, Knopke became a trainer at Equinox, a leader in luxury fitness, shortly after graduating college. Everything clicked. \u201cThis is what I\u2019m meant to do for the rest of my life,\u201d he told his then-girlfriend, now-wife Melanie. While Knopke says he always had an entrepreneurial spirit, he didn\u2019t have the time or experience to create Health House. \u201cI needed 7 to 10 years of solid experience to feel comfortable enough to execute a business plan, get a loan, and actually bring [the project] to fruition,\u201d he says. When he finally developed the concept for Health House, he presented it to a consultant, who fell in love with it immediately. The rowing studio opened its doors in October 2013.<\/p>\n

The tough part:<\/b> For Knopke, it was hard to bet everything on something that could totally flop. \u201cIt\u2019s a huge risk,\u201d he says, \u201cbut without risk, there are no rewards as far as I\u2019m concerned. Do we risk everything? Absolutely. Is it worth it? In my opinion, 100 percent yes.\u201d Knopke\u2019s wife, Melanie, told him she was on board even if they lost everything. Without her support, Health House wouldn\u2019t exist.<\/p>\n\n

\"3\"<\/a><\/p>\n

The moneymaker:<\/b> \u201cWhen you come in here, you\u2019re going to get an unbelievable workout every single time,\u201d Knopke says. \u201cYou\u2019re not going to come in and be left to your own devices. Ultimately, we want to take care of the customer more than anything else.\u201d While personal training is expensive, Health House delivers the same results at a fraction of the cost. Classes are kept small and intimate \u2014 20 to 25 people. For $100 a month, fitness junkies and newbies alike can enjoy an unlimited amount of classes. \u201cAt the end of the day, you\u2019re going to get the exact same results you would get if you were training with me privately,\u201d Knopke says.<\/p>\n

Up next:<\/b> Based on the success Knopke has seen with membership, he says Health House has been a massive hit. \u201cWe don\u2019t really have people that leave,\u201d he says. He wants to keep the facility small and intimate \u2014 at 250 members, Health House is only 50 away from its maximum capacity. A second location is already in the works.<\/p>\n

\n
\"Floral<\/a>

Floral drape top from Katelyn Kosinski\u2019s online shop,Woodbury Lane.<\/p><\/div>\n<\/figcaption><\/figure>\n

Katelyn Kosinski, owner of e-shop Woodbury Lane<\/a> \u2013 Milwaukee<\/h5>\n

Her product:Woodbury Lane<\/a>, an online clothing and accessory shop she runs out of her home.<\/p>\n

The backstory:<\/b> Throughout college, Katelyn Kosinski worked as a sales associate at Gap. Her jam-packed schedule forced her to quit, but her love for retail and fashion never went away. She revisited it after graduating college. Though she had a psychology degree in tow, she decided against grad school and, while working as a nanny, began looking into fashion blogging. In need of a creative outlet and missing the fashion community at Gap, Kosinski launched her Midwest fashion blog, \u201cKatelynNow,\u201d in August 2013. But quickly thereafter, she wanted to create a bigger fashion business.<\/p>\n

The turning point:<\/b> Kosinksi\u2019s father owns an insurance agency, and he had given her the option to take over the business when he retires. \u201cThat was something I had kind of considered,\u201d she says. \u201cThe more I considered that, the more I thought about opening my own<\/i> business.\u201d With her father\u2019s guidance, Kosinksi was sure she had the resources necessary to create a business of her own \u2014 but not as sure about execution. To find out more about the ins and outs of small businesses, she arranged a meeting with a woman she knew who ran a jewelry store out of her home. The storeowner encouraged Kosinski to give it a try, but she also issued a friendly warning: \u201cDon\u2019t expect to make money within your first year or two.\u201d Kosinski decided she could handle that if she was doing something she loved, and the journey to Woodbury Lane began.<\/p>\n

The starting process:<\/b> Starting her business debt-free with the help of a lifelong savings account, Kosinski formed her LLC in July 2014. In October, she traveled to STYLEMAX, a clothing and accessory trade show in Chicago. She personally curated her entire collection \u2014 hand-picking every piece, from flowy T-shirts to dainty bracelets. She describes Woodbury Lane\u2019s overall style as \u201cvery contemporary and minimalistic \u2014 things that will be in your closet forever.\u201d Aside from a little help from the models she hires and photographer friends who helped assemble Woodbury Lane\u2019s first lookbook, Kosinski runs the e-shop all on her own.<\/p>\n

The tough part:<\/b> Kosinski\u2019s greatest difficulty has been figuring out how to photograph her merchandise to make it look as good on a screen as it does in person. \u201cI have a nice camera,\u201d she says, \u201cand that\u2019s about it.\u201d<\/p>\n

Looking ahead:<\/b> For now, Woodbury Lane\u2019s headquarters is modest: a spare bedroom in Kosinski\u2019s parents\u2019 house, which she\u2019s turned into a mini warehouse. Someday, though, she hopes to move the merchandise to a brick and mortar shop and studio, where she\u2019d combine a photography space with a retail space.<\/p>\n","protected":false},"excerpt":{"rendered":"

Midwestern Entrepreneurs Pave their Own Way<\/p>\n","protected":false},"author":1,"featured_media":3964,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0},"categories":[3],"tags":[69,238,246,247,248],"yoast_head":"\nFrom Passion to Paycheck | Urban Plains<\/title>\n<meta name=\"description\" content=\"Entrepreneurs built up their small business ideas using ingenuity, support from the community, and plain old hard work.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/urban-plains.com\/2016\/innovation\/entrepreneurs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Passion 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