I got my first big client hitting the pavement.

I first met Carrie Schaefer nine years ago when I hired her to recreate the logo for my first business venture. I was immediately impressed with her professionalism, calm spirit, and enthusiasm. Her enduring presence in my journey made her an obvious person to interview for DI Behind the Business.

On the day of our interview, as I entered the building and walked down the hallway to her office suite near Michigan State University’s campus, I could hear Carrie’s cheerful laughter while she was on the phone with a client three doors down. I smiled and knocked on her office door. Dressed to the T, of course, in her own Carrie fashion, she waved me in with the ever-present smile I have come to expect over the years. This is just one of the qualities I appreciate in Carrie as a business owner – she remains positive and friendly, even in the face of the toughest clients and situations. After hanging up with her client, she gave me the biggest hug, as if she had not seen me in years. We greeted each other as old friends and got down to business with our interview.

Getting Her Start

Carrie, you’ve been in business for awhile now. Why graphic design?
Sixteen years in June. I started designing logos in 1999. I always knew that I wanted to be an artist as far back as when I was six years old. I never wavered from my decision and my major. I came to Michigan State and received a degree in Fine Arts and a Masters in business – all for being an artist and running a business. So, I had a pretty clear and set path that I stayed with. I started working by designing logos, working internships and trade shows for more 3-dimensional types of graphics. In 1999, when I first started my career, my grandfather asked me if I was going to start my own business. I said maybe and I found the office that I am in now, I rented it in June of 1999, and I went full-time in January of 2000.

Was it difficult to get started? Did you have a partner?
It was my friends and my grandparents that convinced me to start my business on my own. They thought that I had the drive to run my own business and the skill to be on my own. So, I got a loan and waitressed. I did not pull a check for five years. I lived very fragile. (*She laughs and shakes her head*). I am not sure how I did it, but I did and here we are still today.

So, at this point, you’ve started your own company – did you have savings to get started? Did you get a business loan?
I had savings and I waitressed on the weekends. My goal was to stay busy and have consistent projects. My grandfather would fill jars of sand and explain to me with the sand where I needed to be with production, where my design hours needed to be, and where my heart needed to be. The heart is the zest of the job.

How did you get your first client and who was your first client?
I had few a clients that my former boss referred to me for logo design. My second and third clients were actually from getting dressed up and going onto campus all dressed up saying, “My name is Carrie and I would like to design your department’s logo for FREE,” and it worked. Maybe by fluke, but it worked.

I went over to Fee Hall at Michigan State University. I just happened to see one of their brochures, and I asked them if I could design their brochure and that I would do it for free. It just so happened that they needed a brochure done. I had my work cut out for me, but I did it and I did it well. In the wing of that building, there are seven different departments. I did such a good job that I was able to get business from that entire wing and they have stayed loyal to me for the past 16 years.

I was networking more when I was waitressing, so I would always keep my business cards available. Then, just because of location, I had Michigan State University. Then I worked with the Craftsmanship group. There were several businesses there that would need a logo cleaned up or a new logo created, so I had several partnerships.

How do you set your pricing?  There are more than three dozen designers in the area, how do you compete and stay relevant?
We do a lot of volume; I have only raised my prices once since I started. With my non-profit clients, I keep my prices low. I am the cheapest in the area, but that is because I have a very low overhead, which comes in handy. I was actually busy when the economy was in bad shape. When people were struggling to make ends meet, I would meet them halfway because I knew that the loyalty would be there.

Carrie’s office wall is lined with more than fifty awards she has received for her graphic design work.

Staying Ahead

What makes you unique?
As an artist you have to create new ideas and constantly think outside the box. We do a lot of research and studying. We are focused on your brand and the personality of our client. We do not cut corners. As artists, we are consistent.

Do you ever have trouble focusing or feel stressed at all?
I would say over the past five years, I have learned to not worry so much about the small stuff, and not let stress interfere. When I first started out, it was easy to become paralyzed by fear. It could be something as simple as a phone call that may throw off your day. I embrace the days and the experience. So, yes, stress and anxiety have reared their heads over the years, but I have learned not to let it overtake me. I would say my faith has really helped.

Did you ever think about quitting and giving up?
Never! I just keep fighting until I get what I want. Over the past five years, I have learned not to sweat the small stuff.

Do you think having a team makes a big difference?
Oh yes! Having reliable assistance, I feel, is important to making a business run efficiently and effectively. My assistants make my workload a lot easier. It takes a lot of stress off the business owner. Time management is a big part of being effective. As a business owner, you have to refresh.

What would you classify as success?
Being consistent, being unique, and being kind under pressure. Having integrity, setting boundaries professionally, and communication. There is always something to learn and something to share. When you realize that, you have reached success.

Social media is a huge part of marketing for business, but you are not big on social media at all. Why is that and how has it affected your business?
Basically, we do not have time to do social media, but this is something that we plan to work more on in the new year. Even if it is a nice Facebook page. We have so much going on in the office, social media is not on our radar.

What has been one of your greatest fears as a business owner and how did you get over it?
I’ve only feared juggling so many things at once and managing my time. When I first started, it was easy to become paralyzed by fear. It could be something as simple as a phone call that threw me off for the rest of the day. I would have to say that my faith has helped me not to worry so much about the small stuff.

If I could I would ____ with my business.
If I could, and I will, visit each client in my data base.

Why?
It plants a seed and I want them to know that we appreciate them. I would want to set up a one-on-one. That would be more than 700 meetings, but I would love to see what they’re doing now.

Was that odd for me to say?

What advise would you give to an up an coming entrepreneur?
Always expect the unexpected, have ambition, have fun, always know that you can never fail if you don’t try. Remember that you are learning. Be impeccable with your word – so many people make promises and can’t keep them. Lastly, don’t take things for granted.