Signscapes - Jennifer Tompkins

We've all heard the expression about turning lemons into lemonade. Did you ever stop to think that perhaps your career is the "lemon" in your life. In the past five years downsizing, rightsizing and outsourcing have become the norm for many companies in this country. Many competent individuals, through no fault of their own, have had jobs of 20 years suddenly evaporate and have found their replacement job short-lived. It's a pattern or perhaps the "lemon" in your career. Our entrepreneur this month was proactive and turned her "career lemon" into lemonade. Congratulations Jennifer, and welcome to the world of Entrepreneurship!

Jennifer Tompkins

Jennifer Tompkins had just received her third layoff notice in five years from a financial-services job when she came to a realization that she didn't really want to try looking for another job. Jen said, "I thought to myself, 'I don't even like what I'm doing; I don't really like this field. Why would I try to find another job?'" Jen had worked for a medium-sized local distribution company as well as several large employers. In her current role, she felt underutilized and micromanaged and that was why she was considering something that gave her ultimate control. Jen had excellent problem solving skills that she had gained from her years in her corporate roles.  At the distribution company, she had worn many hats and played a role in business development and customer care. These are both skills that are very important for business owners.  In searching for a business, Jen wanted something that would allow her to build equity for herself.  She wanted new challenges and more control and autonomy in the decision-making process. She wanted to have rewards commensurate with her effort.  And in the long run, she wanted more freedom. She said she didn't think she was interested in a franchise but that everyone had told her it was worth considering. As she explored franchise and business ownership options, Jen ultimately decided that while she liked some of the support that franchises provided, she wanted to have complete long-term control.   She investigated and ultimately decided on a sign business that has a national network of support without the formalities and royalties of a franchise.  This business would allow Jen to utilize her process and problem-solving skills and her creative nature.  It also would give her a path to build long term equity for herself. "I missed having a physical product, and I really wanted to get back to small-business environment," she said. 'I decided, it's the time to start something on my own." In June 2010 she launched Richmond SignScapes, providing signage and marketing services to companies in the Richmond, VA area. Her employees included a graphic designer and installers. Being connected to the Richmond community and finding ways to give back were also important to Jen and SignScapes has allowed her to do both of those things. "Running your own business is one of the most challenging things I've ever done," Tompkins said. "Developing the concept and getting to opening day is like the pregnancy - then you give birth to a needy infant that can't function without you. I'm very much looking forward to the toddler stage, where it can walk by itself."   She started by tapping into her network of friends and business relationships. "For me, it was hard to get past the sense of corporate America propriety, where there are boundaries, things you can't discuss. In small business, you let everyone know what you do. Everyone knows someone who needs something you do. I'm a do it yourself kind of person, and I didn't want my friends to think I was imposing on them and hitting them up to buy signs. But as they learned more about what I do, they became some of my better clients," she said.   Carving out a niche is important, and Tompkins has identified two. To get past the ebb and flow of business, she installed an air-conditioned and heated bay to install auto-graphic wraps. That means landscapers and nurseries that have downtime in the winter can have their vehicles become mobile branding assets without losing productive time. Second, she is developing her marketing services to be able to continue a company's branding to all of their needs, not just vehicle wraps and signs.   "Think of Coca Cola," she said. "The red is always the same red. The font is always the same; it's iconic in its consistency. By repetition and targeting the market, you bring your company to mind when your customers start thinking about needing the service. If you have one logo on your business cards, another on your sign and another on your website, you're not building the relationship between your brand and your name, image, and what you do and creating that very strong relationship in the customer's mind."   Her plan isn't to become the largest signage and marketing company in Richmond; it's to become the best. "It can be a challenge as a small-business owner to pick your head up, take a look and say, 'Am I still tracking for where I want to go?'" she said. Here's what Jen had to say recently about her business:  "My heart was in manufacturing. I love to make things, so I needed to find a business where I created a tangible product. But I also wanted the opportunity to engage with other business owners and professionals in growing their businesses. The sign industry wasn't one I had ever considered before, but it has turned out to be a natural fit for my skills and personality." When asked about what makes SignScapes different, Jen says "SignScapes, Inc. is really about partnering with my clients to build their business and brand visibility. We create custom solutions that give a business' culture and mission a physical dimension.  Whether we design and install a signature vehicle wrap, build an architectural sign for your building or produce custom wallpaper for an interiors client, we strive to provide innovative and attractive products that are also a smart business investment for the client." SignScapes has a beautiful showroom located at 7515 Ranco RoadRichmond, VA Call 804-980-7111 to make an appointment.  You can also visit them on the web at www.RichmondSignScapes.com. After being downsized three times in five years, Jennifer realized that her present career path was the "lemon" in her life. Rather than continue down the same path, she decided it was in her best interest to take her career into her own hands and turn that lemon into lemonade. If your career path feels like the "lemon" in your life, then perhaps it needs some sweetening. I have a great recipe to help you turn that lemon into lemonade and I'd be happy to share it with you. The ingredients are an open mind, the willingness to learn, self-discovery and the help of a coach. The results can be very satisfying and might quench your thirst for a more enjoyable and secure career.