It’s Starbucks Sumatra, by the way. Dark roast.

Since she was “old enough to eat glue” she’s had her hand in some form of creativity. Sculptures, crafts, doodles, art, you name it – she’s enjoyed creating it. Her passion and joy for art shows through in her work and the success of JGoode Designs caught my attention a long time ago. It’s great for me to have a chance to interview Jen as she’s not only a respected peer but one of my friends.

Dan: Jen, it’s great to talk to you. For everyone’s benefit let’s start with the usual… tell us a little about yourself.

Jen: I’m a 4th generation Colorado native, however I’ve lived all over the country. I think that has a lot to do with my constant interest/need in seeing new places, meeting new people and trying new things.

I currently live in Colorado with my husband and 3 children. I have a love for creativity on all levels and I truly believe everyone is capable of creating amazing things, we each just need to find our own little creative outlet and niche. My official business name is JGoode Designs – I sign my art and title my artist name as “jgoode”, and my brand/business name is all encompassing for all of my various design and art including, but not limited to, illustration and cartoons featured on tshirts, gifts, cards, prints, etc. sold through various online venues as well as photography and some fine art. I also sell handmade gifts through on etsy.com and a retail shop in Littleton, Colorado called “Willow.” Also my art now seems to have a strong touch of “girliness.” I am not a girly girl. Or wasn’t. The more my family fills with boys, the more girly I become… I think my art is my female outlet sometimes.

Dan: I’ve admired your work and expertise as a business woman for a long time. It’s a real treat to interview you. Let me ask you a little pet-question I’ve had: The penguin-themed art… is that a niche you just fell into or are penguins your favorite, little critters?

Jen: First, let me say thank you! I am honored and delighted for this opportunity, this is so exciting! You were one of the first people I “met” online when I started with Cafepress, someone I looked up to as a mentor and now a friend. I’m honored you’d want to know more about me.

Penguin art, complete and total accident. Serendipitous. I’ve since become a huge penguin addict myself.. But this originally started as one of my many characters and a little self entertaining game. I love the egg shape of this character and through some nudging of a few friends thought it would be fun to dress him up. The character’s popularity grew and in turn, so did my visions of new outfits. Besides the penguin itself, the interest in this character has helped me solidify my style a bit more. Previously I was playing with a huge variety of illustration and design styles – since I have learned I love the doodle”, whimsical cartoon approach.

Dan: How would you describe your business? Is it entirely online? Or, is there an offline, multi-faceted element to it?

Jen: My business is a work in progress as is the art that drives it. I prefer to say I am a professional doodler than an artist because I feel like everything I do is more of a happy “doodle” dance type of creation than a serious artistic piece. I primarily sell illustrations featured on t-shirt, some decor and novelty gift items. However, I am also easily bored with myself and am constantly coming up with new ideas of things I’d like to try to create and sell. Usually I try these online through etsy. Some of these items end up in a retail location – a funky fun art shop across town.

Dan: How long have you been an artist?

Jen: Since conception. I’m pretty sure I was born an artist. My mother is an artist (just recreational usually) but she really encouraged me to make things or draw things whenever I felt like creating. The moment I realize I loved creating, that I remember most… I was about 7, I entered a coloring contest and won 1st prize. If I remember correctly, my prize was a $25 gift certificate for the shop running the contest… How cool is that? I was able to buy anything I wanted just because I colored something really nice, and my name was in the paper for winning.. That was delightful as well.

Dan: How long have you been a digital artist?

Jen: I was using Photoshop in 1992. In 1995 I was working as a Graphic Designer. I didn’t start really creating art as I am now, on the computer, until 2002 or so . Even then, I really didn’t get into digital illustration until 2005 when I starting using a Wacom drawing tablet.

Dan: So, tell me… how long have you had a business centered around your art? How did this all come about?

Jen: Around 2000 I started taking on client work for advertising, logo design/corporate identities, website design etc. I was originally working for a one man designer studio and soon realized that I wanted to be my own boss… So I just jumped in head first and tried it. In 2001 I started working for an online company, in addition to my client work, creating “fun pages” and greetings so my business design turned more into fun kids art.

After a few different transitions I ended up where I am now… One important transition was my side drawing that turned into this full time gig. I original had Lil’ Goodies (lilgoodies.com) as just “hobby” Lil is actually an acronym for “Love in Life”. This was a place I could post poetry and jokes and thoughts and eventually added my own art work. Then as I realized how much fun it was to sell my art online, I became official with “JGoode Designs” and the motto “inspiring smiles every day.” Now I only work for myself and I enjoy doodling every day.

Dan: Well, then tell me what are your tools of the trade? What software and hardware do you find essential for your art as well as your business?

Jen: For me I constantly play with new techniques and little gadgets, however I have a definite set of software I use daily: I use an Apple MacBook Pro – I’ve always used a mac of some kind. I do own PC, but Macs are my first choice.

Adobe Photoshop for cartoony/hand drawn designs and Adobe Illustrator for more crisp style designs.

For my business I couldn’t live without the internet, I need constant internet access to not only monitor my business and my sales, but also to maintain my websites. Tools involved with this include ftp software and text editing software.

Occasionally I will hand draw on real paper (yes, I still have pencils and paper) and I will scan the work in, but this isn’t common these days — with the drawing tablet, I draw directly into photoshop and then color.

Dan: You use Print on Demand (POD) services. Do you use one or several? Are their shortcomings or advantages you’d noticed about one over the other?

Jen: I use several POD services for a number of reasons. Each service handles its own business model a little bit differently. Each has a different set up of their own marketing, shopping cart experience and product offering. I focus my business towards CafePress because I’ve been working with them the longest and understand how to make their system work for me… However I do use others to either test their systems or offer product types CP doesn’t currently offer. So far, I have found Cp to have the most positive benefits, not to mention I personally know staff that can help me solve any issues.

Other companies I use for different reasons…

Zazzle. I just started playing with because they offer real time personalization tools. I can offer my customers my own designs to personalize themselves. They also offer greeting cards with a location for my own brand/logo as well as printed content on the inside of the card — This is similar to GreetingCardUniverse.com, however GCU doesn’t offer the logo spot.

Printfection, I have found a little success with. They are much newer and smaller than CP, they don’t offer nearly as many non appreal products, but they do offer a huge variety of colors of t-shirts and they are located right here in Colorado. I’ve spoken when them and love their eagerness to grow and improve. Also, I really like the idea of giving a little love to the local guys.

I’ve tried Imagekind, but feel my current design style does not lend itself to the poster/print exclusive arena… I do have plans to expand in that area, however.

Dan: What is your strongest method for exposing shoppers to your online stores? Paid advertising, Search Engine Optimization, viral?

Jen: Rain dances and praying to the fairy garden gods. Marketing is not a strength of mine. I really struggle with it and usually when I do do something that is successful, I am not sure what I did, how I did it or if it was even me. For me, the only thing I have done that I am sure is my own effort and skill is my eagerness to meet people and show them what I do. I let my business card show a little of my style and it usually sparks a conversation which I happily answer any questions about what I do. I also really strive for word of mouth advertising. I always try to leave enough of an impression that not only will people remember me, but pass my name or site or something from me along to others.

Dan: What are your biggest challenges in running an online, POD-oriented business?

Jen: Marketing, exposure.. Just letting people know I am here. I think this is true with any online business as much as it is for real world retail businesses. For me, I struggle with where to go and how to tell people. Again, I often let my images speak for me and hope that those that like them share them with others.

Dan: Do you have any formal training or education in art or as a business woman?

Jen: I have absolutely no formal business training.. Unless “marketing/advertising 101″ counts. In that case, that is my official business training. I’ve been drawing and creating since birth… Also. I do have an associates degree in graphic design… I have to laugh, it took me 6 years for that 2 year degree. I stopped to work and started up… A few times, but had to prove to myself I could finish it… so finally I did.

I have to say, however, I believe schooling helps only in teaching tools and building confidence. As far as any skills needs for the design world… school doesn’t offer much. A portfolio might get someone in the door to a job, but everything we need for that job we learn in practical uses.

Dan: Did you get any guidance or help along the way in establishing your particular business? Or, did you have to pave the way on your own?

Jen: I could say I paved the way all alone, but then I would be leaving a lot of fantastic people out of that spotlight. I’ve made quite a few friends along the way for the business I am currently in. Every one of those friends has taught me something.. Shown me some direction or given me a slight nudge somewhere. Of all the advice and info and trade “secrets” I have learned from others, for me its the encouragement and side by side motivation that has made the most difference. Peer-to-peer support to some extent. I really feel like anyone can jump in, read how-to info and try something out.. But without that little cheering squad in the background, it’s really difficult to stick it out and press forward. So if I may, I send out a THANK YOU! To everyone who’s touched my life during this big adventure.

Dan: Do you have a close relationship with customers, considering the degree of POD fulfillment by third-party companies? Or, do you maintain relative distance from day in, day out customer interaction?

Jen: I have very little contact with customers. I do offer contact information on my website, but rarely hear from anyone. I also offer a subscription to a newsletter that is tied into my blog.. But this is a very non personal form of communication. When I do receive contact from customers or site visitors I try to make sure they understand I am here any time they need me.

Dan: Regarding this, is that by choice or is it simply part and parcel of this type of business?

Jen: Both. I do not offer phone numbers because I’m not a real store with real business hours. The type of business allows me this freedom of time yet I would like the option to thank customers after purchasing — but due to the POD shopping cart, I am unable. I’m still looking for ways around this without becoming a 3rd party shipper of my own products.

Dan: Are there inherent challenges or hurdles you struggle with in your business? Especially with online and POD?

Jen: Yes, online sales always include some sort of anonymity, add in the 3rd party production of POD, versus my printing and shipping myself, it then becomes impossible for me to conduct any follow up customer service on my own behalf. I think this is an enormous issue when one stops to think of business growth. Return customers and referred customers, in my opinion, should be the majority of opens business and results in a strong growth.

The answer to this, from my view, would be to become my own shipper, order processor, customer service department, etc. at which point I would then be spending all my time with the business management and no time with the creation. There’s a no win type situation here… So for me, its a
compromise I am happy to deal with for now… I am able to bring to the public my work and sell it at reasonable prices while in control of what is offered, and for the most part, how it is offered. In return I give up the opportunity to meet my customers who are buying what I am offering. It’s not ideal but it’s much better than not offering anything.

Dan: Any special benefits to your business, or being online in a POD-driven business, that make your life easier?

Jen: I don’t HAVE to do much of any of the business side besides being the artist creating and then shouting out “here I am”. I do not handle returns or production or product inventory or billing and taxes. I love that… Who likes that side of business?

Dan: Working from home… are there more challenges or more freedoms? What are they?

Jen: More freedoms for sure. I’ll never be one to work in an office for long. For me the biggest challenge of working from home is walking away. I rarely have a day I don’t sit and work a little. This is also a benefit.. Any time I have an idea or what to check something or change something, it’s all right here. I’ve been working from home for about 10 years and I wouldn’t have it any other way. I am able to be here to talk with my kids… I’m here when they get home from school and I can be here when they need me. On the down side, they’ve learned early on that mom works a lot… but I think, at least they see me and know working doesn’t’ have to be a grumpy thing.

Dan: Working from a home office… what positive or negative surprises did you encounter that the typical “go to work” person might be surprised to hear about?

Jen: I don’t even know, I’ve worked from home for so long. Maybe, that instead of a lunch break I take “make banana bread” breaks and then I get to eat it in the middle of my work day. We also have sit and work with mom days where I might be drawing/working while my kids sit and draw their own masterpieces next to me.

A negative surprise… I had someone call my home number, after I told them I work from home and it was my home number they were calling, and they were irritated I didn’t answer my phone during the business hours that day… I wasn’t home.

Dan: What are some of the things you enjoy most about your business?

Jen: I love that I can wake up every day and create.. I can create what inspires me, what comes to mind. If I want to get up and make a bowl of smiley ice cream, that’s what I do and it makes me happy. More importantly I love hearing from site visitors, customers and friends that my art makes them smile… that’s the goal.

Dan: The penguin. Who is he? Where did he come from? Is it, indeed, a “he?” Tell me everything about that little character. He seems to play a large role in what you do.

Jen: [quoting]
“Born from the combination of quirky and cute mixed with an abundance of late night computer time, the penguin is a critter with a lot of character.

The Penguin is a continually growing collection of characters ranging from “Fishing Penguin” to “Bride Penguin” – a penguin personality for everyone.

The Penguin represents a variety of things to a variety of people, but in a nutshell… whatever or whomever you want the penguin to be.

WHAT IS THE PENGUIN?

The Penguin is any gender.
The Penguin has no specific ethnicity nor racial ties.
The Penguin is who you think it should be.
The Penguin is what you love and what you love to do.”

I can’t tell you EVERYTHING… He too is still evolving. I say “he” yet some versions are she.. He plays a major role because he seems to be the most recognizable to everything and I don’t love my version of the monkey as much yet… not to mention the cow doesn’t wear clothes.

Drawn in illustrator, my approach was the same type of character, in a looser style. The penguin was created because I didn’t have one yet in my animals shop but originally looked like this.

Then this.

…and then. I prefer this egg shaped body because it’s quirky and fun to draw around… and his expression still makes me laugh.

Dan: You have a clever and strong marketing approach with the penguin – including photos of him/her traveling around the world. Was this a novelty that became a brilliant idea or did you set out to create this marketing move?

Jen: Both I think. A year or so ago I had an entire elaborate plan to introduce and make aware to the world, my penguin character. The original plan was a series of websites that merged into each other and only relied on the cartoon version. The plan never really evolved – I became pregnant with my 3rd child and didn’t want to be near a computer for months – I moved on to other things – clay figurines of the penguin, among other things.

Long story short, I ended up creating this little plushie penguin as an item to sell on etsy, but before I got that far, I went to a convention, took my sample penguin to show a friend (just for fun) and found myself taking pictures of people as I met them… turned into a great ice breaker and a fun game. It was so much fun I kept the idea going. Little known fact: I started the website for this traveling penguin while I was at the convention!

Dan: As a successful business woman and entrepreneur, what philosophies have you settled on that you feel make you successful? Have your philosophies changed since you began to where you are now?

Jen: I’ve always been a “go with the flow” kind of gal. I think this adaptability is the key to my own success in everything I do. I don’t fight how life happens. I do, however fight for what I want to happen. Sounds contradictory, but really… I set an end goal but I don’t put the plan/path to get there in concrete. Sometimes the path changes so much the end goal does too.. But I’m always striving for something. I change techniques or ideas or approaches bases on what I learn or how life moves along. Foremost I’ve always believed that you really do have to love what you do – you spend enough time in your life working, it better be something you love.

To add to that, just this year, santa put a fridge magnet in my stocking that sits on my fridge right now. It says “whatever you are, be a good one”. Hear, hear, I say!

Dan: Alright then… words of wisdom to others… what essential things would you like others to take with them, those who might be wanting to work from home, develop an online business (possibly using POD services) that would carry them through the challenges and hurdles? What were your most important lessons learned?

Jen: Believe in yourself. Your worst enemy, your worst critique and your worst competitor is yourself… so be good to yourself and you will get through. I also recommend using a little creativity in what it is you choose to do. If you want to work from home, you can – be creative in how you approach it. This doesn’t mean you have to be an artist or even a doodler. It means think outside of the box just enough to make your business different… unique… something others will remember beyond all the others out there.

As far as challenges, I don’t think there is one single set of challenges, but I do think that if you surround yourself with people that support you and resources that can help you, you can make it through any challenge. Don’t try to do everything all by yourself all the time. Known when to ask
for help and know when to let others help. This is a hard one for me as well.

Most importantly, know when you need to take a break and allow yourself to do so.

As far as my most important lessons… I’m still learning and I learned that pretty early on, but I still have to remind myself regularly.

Dan: Jen, I’d like to thank you immensely for the time you’ve taken to discuss what you do. Any final, parting thoughts?

Jen: Thank you again! Having to stop and really think about how I’ve gotten to where I am or what roads I’ve taken along the way is something I hadn’t done until now. I appreciate your asking and have thoroughly enjoyed this!

Just remember: love what you do and eventually what you do will turn around and love you right back.

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