San Diego Business Journal Entrepreneur Profile - Les Kollegian
By JAIMY LEE
San Diego Business Journal Staff
While Les Kollegian was preparing for job interviews, he created a Web site that showcased his design portfolio. Before he knew it, the clients "started to pour in," and the Jacob Tyler Creative Group was born.
The full-service, boutique design firm offers strategic consulting, print, interactive and technology services, product design, logistics and licensing.
Kollegian renamed the company from Vivid Commerce to the Jacob Tyler Creative Group three years ago after his son was born.
"It seemed to be a perfect fit," he said.
VITALS
Name: Les Kollegian.
Title: Creative director.
Company: Jacob Tyler Creative Group.
Company address: 1501 Front St., Suite 107, San Diego.
Company phone: (619) 696-8776.
Year founded: 2000.
Prior business experience: Creative director, Echolink Interactive; various graphic design positions.
Average hours worked weekly: 50-60.
Source of startup capital: Approximately $5,000 on credit cards to purchase computer equipment and software.
2006 revenue: $865,000.
2005 revenue: $463,000.
Number of employees: Four.
Web site: www.jacobtyler.com.
BACKGROUND
Birthplace: Cambridge, Mass.
Education: Bachelor of Fine Arts, University of Maryland; Master of Fine Arts, University of Baltimore.
Age: 37.
Current residence: Carmel Valley.
Family: Son, 3-year-old Jacob Tyler.
Hobbies: Snowboarding, travel, golf and eating out.
JUDGMENT CALLS
Reason for getting into business: I love design, have integrity, deliver great work, and have always been able to network and sell myself well. This seemed to be 90 percent of what was needed to create a successful business in this industry, so I thought I had a good chance.
How I plan to grow the business: Search very hard for the right people and give them incentive to work with me. In turn, this will generate new business.
Biggest plus of business ownership: Freedom from corporate politics (I can't stand waiting weeks and months to make simple decisions), creating my own schedule when necessary, and providing jobs for people.
Biggest drawback: Not spending enough time with my son (the love of my life).
Biggest business strength: Running an office with a great and exciting environment the people enjoy coming to work to.
Biggest business weakness: Finding people as enthusiastic about design and that want to work as hard as I do. And of course, cash flow.
Biggest risk: Losing a weekly paycheck and having enough cash flow to support myself and family.
Smartest business decision: Purchasing office space that I can make creative (and gain equity while deducting interest), and an impressive place that clients want to visit and feel creative.
Biggest business mistake: Spreading myself too thin by taking on other entrepreneurial ventures and not giving 110 percent to my design company.
Toughest career decision: Leaving a high-salaried position with benefits to start something on my own with virtually no savings and a family.
Biggest ongoing challenge: There is a lot of competition in my space. I have to sell potential clients that our creative and strategic solutions will be as or more effective than my competitors while keeping costs affordable. Marketing always seems to be the first budget cut for most organizations.
The most important part of my business: Keeping current with design trends (both in print and Web) and continually developing fresh and creative ideas.
My business works best when: When the right team is in place. I have had misfortune in the past with personnel that just didn't fit into our culture.
Best way to stay competitive: Have an extremely knowledgeable and efficient staff. The faster we can complete jobs and use technology to our clients' benefit, we grow and profit.
How I measure success: Having clients that refer us to their friends and colleagues because we have done great work for them and they trust us to do the same for people that are close to them. More importantly, though, enjoying what I do and life!
GOALS
Goals yet to be achieved: $1 million in sales.
My five-year business plan: To keep 100 percent customer satisfaction and grow the business with 50 percent increased revenue annually.
I would sell my business only if: I could stay involved in all creative decisions.
Guiding principles I will continue to follow: Go confidently in the direction of your dreams! Live the life you've imagined! - Thoreau.
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