Designing a Business in Real Time: Reflections from Year Two
It’s been two years since I officially launched Liz Vocasek Coaching & Consulting, LLC into the world. I had mostly done behind-the-scenes work under the guise of an idea for years, but never fully built the confidence, financial safety net, or logistics to declare myself a small business owner.
Don’t get me wrong, I have been in motion for years—designing graphics, business cards, programs, and taking on pro bono and paid clients. I wanted to formalize the business, but as my full-time career expanded, there wasn’t the space to do that in a way that promoted my physical, mental, and emotional health. And outside of work, my priorities were shifting—I needed to carve out time for rest, joy, and the people in my life, especially the recent arrivals and those winding down their time on this planet.
So, I let it settle back into my “someday project” and focused on more immediate life priorities like paying off student loans, putting away money to buy a home, and creating space for a random Bumble date that became something more.
Fast forward nearly three years since leaving traditional work life, and I just wrapped up two public-facing years as a small business owner. So, I’m sharing some reflections from that time because not everyone is on the path to build an empire, make six figures in their first six months, or take over an industry. (And if you are, that’s awesome—because we all love a good underdog story!)
1.) You have to design your own timeline, success measures, and decide what is “enough.”
There is no one to decide this for you, and for high achievers and perfectionists—it can be wildly dangerous to shy away from this reality. Creating a sustainable business is a slow build. It’s taken me several years to get to a place where I’m comfortable with that. It’s also taken a lot of work to get better at stepping away from the workday or pausing a project to make room for life without feeling an overwhelming sense of guilt or FOMO. It’s hugely important to create space to be a caretaker, partner, human, friend, and all of the other roles you carry outside of small business ownership.
2.) Incessant questioning, piloting, and pivoting are all part of the process.
I had ideas about the products and services that would generate the most revenue, but the reality has evolved over time—and not always in ways I expected. Lead generation takes time, so I’ve said yes (and no) to a lot of random things that feel outside of my core work but still bring in revenue. While they may not always feel aligned with my “business vision,” each one has taught me something or opened the door to a skill, understanding, or opportunity. Revenue doesn’t always show up where—or when—you think it will. Experimenting and giving yourself room to evolve—even if you table some ideas for a while—is part of the process. Over time, I’ve realized that what “works” is often something you uncover, not something you predict. I am regularly surprised by what comprises my small business portfolio and where I want to dedicate my time and energy as the months fly by.
3.) Outsourcing can be challenging when you genuinely enjoy learning, doing, and figuring things out yourself.
The skill-building, surfacing of talents, and discovery of abilities I’ve unlocked from DIY-ing have been phenomenal. But when I’m handling my own administrative tasks, learning web design principles, developing custom content and graphics, all the while trying to generate and follow up on new leads in my coaching and consulting work, there’s a human and financial impact. I can't say it limits my overall personal and professional growth, but it takes me away from doing more of the creative, targeted work I love. That said, I’m okay with how I’ve gone about it because I’ve found places to invest in shortcuts and support that allow me to invest more in my family.
4.) I underestimated how much vulnerability would become a core part of building this business.
Evolving both your personal and professional identity—and putting it out into the world—is both daunting and deeply humanizing. Navigating the scrutiny and opinions from people you do and don’t care about is a process in and of itself. Not to mention that many small business owners—and people navigating visibility in their work—are their own worst critics. Puffing yourself up and demonstrating confidence while also feeling vulnerable or unsure can feel like two contradictory experiences—but they’re part and parcel of the process. And in many ways, that vulnerability is what makes the work connect.
Am I where I thought I would be two years in? Maybe, perhaps? I don’t actually know because I now see that building a small business is part of a much bigger journey. Is being an entrepreneur worth it? In some ways yes, and in some ways no. But I will say that regardless of where I go from here, I can finally put my “what if?” mind at rest about whether being a small business owner is something I can do. I can and I have—and maybe that’s the point. It just doesn’t always look like I thought it would, and I’m learning that it doesn’t have to.
Until next time, y’all keep it real out there.
