Focus on your strengths…and let others do what you can’t with Connie Inukai
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Courtesy of Jim Hailing Photography
Connie Inukai retired from teaching Technical Writing at the University of Maryland and Johns Hopkins University for almost four decades. After retirement, she became an inventor, author, contributor to Entrepreneur Magazine, creator of Write Your Selfie®, and a Grandmapreneur®.
At 74, Connie is reminding other Baby Boomers that “Passion has no expiration date!”
· Can you tell our readers about your background?
I graduated from high school in the late 60s, and my most important objective in going to college was to find a career where I wouldn’t have to live paycheck to paycheck. Growing up with divorced parents and five siblings, we never had luxuries, and I had jobs throughout high school and college.
It taught us all to be resourceful.
My saddest memory in high school was when my boyfriend, Clayton, was killed in a car crash. After three solid months of crying, I decided to live my life to the fullest in his honor. You see, Clayton was an over-achiever, 4.0 GPA and already accepted to Yale in his junior year. I will always remember him, as I strive to accomplish more than I am capable of through every step of my life.
I became a French major in college and also speak Spanish, and some Hebrew and Japanese. I wanted to become an interpreter at the United Nations until I found out that interpreters usually spoke about nine languages fluently. I then decided to become an English as a Second Language teacher because I was fluent in English! I eventually got an M.A. in Linguistics from Columbia University. After teaching ESL for ten years, I began teaching Technical Writing for 40+ years at Columbia University, Hunter College, University of Maryland, and Johns Hopkins University.
At the time, I knew very little about business but after retirement, figured that was the path I would follow.
At age 68, I invented Tip ‘n Split®, a handheld device to help people read the small print on menus and bills, especially in dimly lit restaurants. I added a calculating device to figure out a tip and split the bill in seconds. Then I wrote a book to show other inventors how to get free publicity. I just updated the book, “How I Got My Product on QVC, The Today Show, The View, and More…in Retirement.”
During Covid, I started my new business, helping people to write their life stories based on pictures and captions. This is a project that people can work on from home.
I am continuing to do what I love.
· What inspired you to start your business?
If anyone had asked me ten years ago what I would be doing today, I would have never come up with this.
I used to be a college professor, teaching Technical Writing. I inspired countless college seniors to think about their careers and to learn good writing skills to support their technical skills.
I had no idea I would become an entrepreneur, especially at my age.
I got inspired for my business because, being in a high-risk age group, I rarely go out of the house, and I wanted to do something creative and meaningful for me and my family. I created Write Your Selfie®.
Let’s face it. We all want to be remembered after we’re gone.
If you’re a celebrity, people will know about you. But if you’re not a celebrity, like me, the only way your grandchildren and great grandchildren will know about you and their heritage…is if you tell them.
Sometimes you will have the opportunity to tell them about your parents and grandparents. Sometimes you won’t.
So...I told them in a book I wrote about MY life.
I decided to use my experience as a writing professor, author, and writing coach to guide others through the process of writing their life story. As a retired writing teacher for 40 years, I helped countless students put off their fears, doubts, and procrastination. I am now using those skills to help people write the story they have been longing to write.
· Where is your business based?
I run my business out of my home in North Potomac, Maryland
· How did you start your business? What were the first steps you took?
I first wrote my own story. It was actually fun because I went through old photo albums and shoeboxes and got to reminisce about memories from my life, the lives of my siblings, and the lives of my parents and grandparents. I then learned how to search ancestry through Ancestry, FamilySearch, Findmypast, and My Heritage. I studied the differences between these sites. After I did my initial research, I made a website and put my book on the website for anyone to see. Then I created a course. After studying different online course platforms, I chose Thinkific. Marketing my course came next.
That process continues.
· What has been the most effective way of raising awareness for your business?
I have been on about 10 podcasts since the beginning of Covid. I think people appreciate that I became an entrepreneur at age 68 and am still going strong at age 74.
· What have been your biggest challenges and how did you overcome them?
My biggest challenge has been technology; fortunately, my son Matt helps me whenever I need him. I am also learning how to do technology myself.
· How do you stay focused?
It’s easy to stay focused when you love your work. I usually take a break to do something non- business-related, like watching a movie or playing with grandkids. After that, my full attention goes to my business.
· How do you differentiate your business from the competition?
There are certainly other memoir-writing services. Write Your Selfie® is different because my book is based on pictures and captions. Each picture invokes a story to pass on to children, grandchildren, and future generations.
With Write Your Selfie®, I provide expertise and accountability for people who want to write their life story to pass down to children, grandchildren, and future generations. While there are other companies that offer a memoir-writing service, their fee is often upwards of $10,000. My legacy book is not so expensive and is based on pictures and captions; it is thus easy to write-and especially easy to read. Few people want to read a 1,000-page memoir.
· What has been your most effective marketing strategy to grow your business?
I am using Facebook ads since most of the people who would be interested in writing their story are on Facebook. I use Instagram posts to attract a younger crowd, people who want to help their parents or grandparents write their legacy. I have also been featured on podcasts, where I speak about Write Your Selfie®.
· What's your best piece of advice for aspiring and new entrepreneurs?
The difference between having a good idea and making money from that idea lies in the execution. Many people have great ideas, but the vast majority will never follow through on them because life gets in the way. They don’t have the time, financial resources, or a successful process.
Here are some tips for new entrepreneurs:
ü You can’t do it alone. Build a team. Running a successful business requires experts in marketing, finance, and sales. My virtual assistant, Paulyn Pacinos, is half my age, but she has the knowledge that I need in today’s entrepreneurial world.
ü Focus on your strengths…and let others do what you can’t. For example, I’m a good writer. I was actually a writing teacher for over 40 years, but I know nothing about SEO, digital marketing, lead magnets, and most things technical. My team is now helping with those.
ü Know your customer. Not everyone is your customer. Find out what they want and give it to them. For my service, Write Your Selfie®, I am focusing on people who want to leave their legacy to children and grandchildren. Millennials might be interested in writing a memoir for their parents.
ü Get a mentor. I became an entrepreneur later in life…much later. I found my mentor, Ed Coleman, at SCORE.
ü Forget about being an overnight success. Anyone in business will tell you that.
· What's your favorite app, blog, and book? Why?
I go on the audio app Clubhouse to connect with other entrepreneurs and learn from them.
A favorite book of mine is “Adaptable”, by Alexa Carlin. The author inspires entrepreneurs “to lead with curiosity, pivot with purpose, and thrive through change.” I also enjoy reading business magazines and trade publications to stay current with industry trends and expand my knowledge. Life and business will throw all sorts of obstacles, but if we continue moving forward, we will eventually succeed.
· What's your favorite business tool or resource? Why?
I use Fiverr, freelance marketplace services for business, for many of my business needs. Experts on Fiverr are able to create Facebook ads and other promotional services, including social media marketing, digital marketing, tech, and more.
· Who is your business role model? Why?
Edward Coleman is my SCORE mentor. SCORE is the nation’s largest network of volunteer, expert business mentors. When I first met Ed, he immediately asked me to write a business plan, projecting milestones for the next five years. Ed keeps me focused so that I can attain my goals, step by step.
Another business role model is Arne DeBeaufort, retired CFO of the American Red Cross. He helped me develop my business model and meets with me virtually every week to overcome obstacles and move forward.
· How do you balance work and life?
Work-life balance is a term used for the idea that you need time for both work and other aspects of life, whether those are family-related or personal interests.
Acknowledge and accept that you cannot do everything all the time. You only have so many resources: time, energy, money, etc.
I always schedule time for myself; I am re-learning to play the violin. Time with my three children and six grandchildren is essential. When not in person, we talk on the phone and have regular Zoom calls. I am fortunate to have two young grandchildren living with me, so we play Bingo and Old Maid. I also have weekly Zoom calls with my five siblings.
· What’s your favorite way to decompress?
I take a few hours, a few days, or a few weeks off. I learn a new skill. I practice the violin. I do something totally unrelated to my business. This often inspires me to do things a little differently in my day-to-day, and makes me appreciate what I do more.
When we are working all the time, and are not taking enough time off, we face the risk of burnout.
· What do you have planned for the next six months?
ü Learn about SEO.
ü Get on more podcasts.
ü Create videos to promote my business.
ü Write additional magazine articles.
ü Hire more people to grow the business.
I have recently helped four friends edit their business-related books, using my writing skills. It’s easy for me, and it keeps my writing skills sharp.
· How can our readers connect with you?