If there is anything that scares me, its the thought of starting my business and then having it totally fail! I am starting my own wedding planning business in the Toronto area. I’ll be a certified coordinator (some are not!) with no “experience.”

So my question is, how do I sell myself? I have done 3 weddings (all for free – friends and family), but they were all done before I even thought of becoming a WP, so I don’t have a portfolio. Who is going to want to hire someone without that PROOF of “experience”? If you look at the competition, they all say the same thing “…has done X amount of weddings” or “over 15 years experience…” – I don’t have that.

I was thinking of starting out with a cheaper price than the other companies (average 10-15% of total wedding budget), but then… how much cheaper? Then I was also wondering what kind of special offers I can give out for signing with me… maybe a day at the spa, a gift certificate for a vendor, etc. but would that work?

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Jay’s Answer: First, if your new business must succeed for financial reasons, then don’t start it in the first place. A new business is by definition, a risk.

Next, to increase your chance of success, start with a strategic plan. Who are you targeting (demographics, location, etc.)? What problem are you solving? Why should they trust you, etc.? Who are your competitors? Study them – know what they know.

Everyone once was a beginner. Hiring someone new is a tradeoff – they have less experience avoiding the inevitable bumps but more invested in the outcome (to build a portfolio).

Don’t start by advertising “I’m inexpensive”. That screams the wrong message.