Emily Canino got the bug for art and design at a young age. She has turned that love into her own business, Doodlemoo. Emily, who is a member of Enterprise Nation through the Council's partnership with them, shares her story.
Describe your business in one sentence.
Design-led brand producing playful art prints, accessories and stationery.
How did you come up with your idea and turn it into an actual business?
I have always been creative, always making and designing. Ever since I was little my mum had me making cards for the whole family (I’ve never bought a greetings card in my life) and I designed my first logo at 13 for my dad's restaurant.
When my eldest boy came along we decorated his nursery with some characters we created which we turned into posters and Doodlemoo grew from there. It has evolved lots from this into what it is now.
I am a graphic designer and illustrator, so when my kids came along I knew I needed a business that I could manage around them and that would also excite me as a creative. My husband studied fine art so we combine forces to develop designs for Doodlemoo (although he has a full time job!).
I also love the blur between being a kid and a grown up so I wanted to create prints that could work well in any room around the home and are playful.
Creativity is at the heart of our brand so we also develop free activities (printables) for people to make which we share on our YouTube channel. This year I also decided to open my design studio, Loro Studio, offering branding and graphic design for start-up and creative businesses.
What start-up challenges have you faced and how have you overcome them?
We have been totally self-funded so one of our major challenges has been money. We invested in the business a few items and just didn’t realise that it takes quite some time to recover your investment!
Doing everything myself is hard and I often underestimate my time especially with two little ones.
When my little boy started school I thought I would suddenly turn into a super woman and would have loads of time but I still have to work most evenings after they go to bed or at weekends. Luckily I enjoy what I do so that is a plus.
There has been times when I thought I wasn’t business minded and nearly gave up so I've learned the importance of perseverance. You need to keep doing your thing and if it’s not working shift something.
Oh and definitely don't compare! This is easier said than done. The isolation of working at my studio on my own has been a real challenge for me so I have been attending as many courses, webinars and networking events as possible.
I also listen to loads of podcasts to learn as much as I can and I’ve been lucky to have found some cool supportive business groups.
Having an amazing husband who backed me up all the way has been my biggest support.
What has been your biggest achievement with your business so far?
The thing about achievements is that your perception of them changes as you grow.
The biggest achievement I had when starting out was being selected for a exclusive trade show, another was winning a pitch. Even though it wasn’t Dragons' Den it was a big deal to me at the time as I get so nervous speaking in front of an audience.
Winning a Blogtacular ticket for my design and having it featured on their notebooks was great.
It was also amazing being awarded a grant from Reigate & Banstead Council for my business.
We are constantly shifting our goals though. Recently I was asked to have my prints featured on a TV programme, which is something I never would've dreamt of when I started out.
What is your next big business goal?
I would love to grow Doodlemoo into a bigger brand (I am still figuring this out!) and be stocked in some big shops I admire.
I would love a studio that's not my front room and to work with other designers in our Doodlemoo style.
What do you think will be your biggest challenge getting there?
Figuring it all out! I am actually working on planning and being more organised rather than acting in a very spontanous way.
How has Enterprise Nation helped your business?
The time I’ve been part of Enterprise Nation I have really enjoyed all the information about small businesses there is available.
The webinars help so much as I can't always leave my studio and being able to talk to experts for 30 minute consultations has been great.
Actually there is so much you can learn from Enterprise Nation. I have to attend some more network events and make the most of my membership.
Which other entrepreneurs inspire you and why?
Leona Thrift Ola from Lucky Dip Club and The Rollercoaster of Running a Small Indie Business. She's totally self made, has so much to share, has built a lovely community around for small businesses and she's so honest about what she does.
Yvonne Fuchs who is also a self made entrepreneur who knows her stuff. I worked with Yvonne on my business and she is just great, full of knowledge and a no-nonsense attitude which I love.
Sophia Amoruso who set up Nasty Gal and Girl Boss is my girl crush. Another self-made entrepreneur and an example that there are no rules, you just make your own! I love her podcast where she chats to other entrepreneur women.
What are your three tips for business success based on your experiences so far?
1. Be prepared for the long run. it generally doesn’t happen overnight! You have to work hard at getting your name out there.
2. Meet like minded people that support you and you can learn from.
3. Learn everything there is to learn and then break the rules. Find your own voice and be determined in where you are going.
Anything else you would like to share?
I think the biggest lesson I have learned is that our frame of mind is everything.
When my dad left us very suddenly last year I decided that life goes so fast you might as well go for what you want and enjoy the ride.
Something in me changed, it kind of made me more care less in a good way (this inspired one of my recent prints).
I decided not to care so much about what others think, do my thing and that not everyone will love what you do and that's ok.
My dad had many wisdom words and so I hear him all the time.
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