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We all know how great it is to have a good product or service to sell. As small business owners, we want to put the highest quality product in the least expensive package so we can enjoy the most amount of profit. Choosing high quality ingredients is a necessary part of the game, but according to Indie Jo Ann Hines, who calls herself the Packaging Diva, that's just the beginning.

Thinking About The Box 

Most of us are told to think outside the box. Jo Ann spends her days thinking about the box, and advises that all small businesses should do the same. According to the Packaging Diva, small businesses always fare better if they put a little bit of additional thought into their packages. In fact, she believes that so much that she's made an entire industry out of helping people zero in on the best packages for their products. The inspiration for her business, which before her involvement was largely dominated by men, was simple. “I was fielding so many requests for packaging help and I needed a way to automate the information I was sharing so people could access it easily. Making the information available 24/7 and catering to small businesses allows me to help people who don’t have a clue about how to find information to help them package their products,” she says.

A lot of the information at Jo Ann’s website is available free or at a nominal price so small business owners can review it before hiring an expert consultant. “My ultimate goal is to expand the information to cover almost any facet of the packaging industry, thus the name ‘Packaging University’ – the education resource for all things packaging,” she says.

How Everything Gets Done 

Jo Ann says she uses several independent contractors, all of whom are work at home moms, to help with her business. Everyone is happy with the flexible schedules, so long as the work gets done. “They are all computer literate and responsive just like me,” she says.

Why Jo Ann Loves Being Indie

“I enjoy helping people move their businesses to the next level. Even though I spent a great deal of time in the traditional corporate world, I enjoy working with small entrepreneurs best. I also like to educate people about the role packaging plays in modern society. Most people take packaging for granted until they need it or have a problem with it.” Jo Ann says she loves the fact that being her own boss allows her to be accessible to the kinds of business owners she likes most to work with.

Bloggin’ For Business

Jo Ann blogs once a week and also reads other people’s blogs. “Even though its a time consuming process, it allows other people to learn about me as a potential resource. I receive inquiries from all over the world from people who read my blog and want to publish my articles with permission at their own websites. I also comment on other blogs about packaging,” she says. Jo Ann also uses blogs in other ways, such as by asking to be added to the “blogroll” of other blog sites in exchange for a link at her site. Jo Ann says no one has refused this request, making it a great way to spread the word about her services.

Biggest Challenge

While all small business owners struggle to sell enough products to make a fair profit, the challenges are somewhat different when you sell services and not products. With a product, there's a particular price for the product. If someone can't pay your asking price, they don't get the product. Services are different because nothing gets packaged up and taken to the post office to be shipped. Jo Ann says her biggest challenge is providing her consulting services while also making a living. “My biggest challenge is to help people, yet make a living at it at the same time.” she says. “Too many people expect to get their packaging issues resolved or their questions answered for free. It’s a dollars and cents thing, and there are only so many hours in the day. Like everyone else, I have to devote part of those hours to generating revenue – otherwise I will be out of business soon,” she says. “I feel bad when someone really needs my help but I simply don't have the time.” Jo Ann has handled this dilemma in part by providing so much free information at her website, through her blog and through Packaging University.

“My second biggest challenge is reciprocity,” says Jo Ann. “Over the years, I have helped thousands of people and I have found that it's simply not true that if you help someone they will help you in return,” she continues. “Now I tell people up front that I’m happy to help, but I expect something in return. If you don’t do this, you’ll spend all your time assisting others who never reciprocate. I recommend setting the ground rules up front so there are no misunderstandings after the fact,” she advises.

Any Downtime?

“I like to read, garden, travel and cook. I am a gourmet cook so I'm always trying new recipes. I left a huge garden when I downsized to a condo in 2004, but I am president of our garden club. I always wanted to write a book on gardening for busy people since its such a relaxing and "good for you" activity."

Favorite Business Books

None, according to Jo Ann. “To be honest I haven't read any business books at all lately. I read excerpts from major business books online. Other than that, I spend the majority of my day reading all the newspapers, blogs, competitors’ websites, websites of interest, virtual portals and news alerts. When I do take time to read outside of work, it’s usually escapist literature by people like Robin Cook or Patricia Cornwell.

Changes In Packaging Over The Years

According to Jo Ann, the single most significant change in the packaging industry over the last few decades is the competition. “There are so many new products, players and competition on a global scale. This offers new opportunities, yet at the same time, it’s imperative to understand the market,” she cautions. “No matter the industry, consumer trends drive how the market moves and if you don't watch where the market is going, you may be selling to a consumer that no longer exists," she warns.

Jo Ann’s packaging advice is: “Think like a customer, not a package designer or manufacturer. Answer the question, ‘why should someone buy your product; what’s in it for them?’ Convey that in a simple and clear, almost ‘idiot proof’ way that can be understood and digested in less than 3 seconds. No matter what you sell, that's just about all the time you are going to get,” she cautions.

Tips For Success

Jo Ann says that the first thing she thinks of when asked for tips to encourage small business owners is, “You have to work at it constantly and set hours just like you would if you were a traditional employee. Don't get distracted from the tasks at hand, and flat out market, market, market yourself and your products.” Jo Ann says that most people focus so much on their products that they don’t have nearly enough time to actually sell what they have to offer. “I spend at least half of my time marketing and most people forget about that essential component,” she says. “You can’t be all things to all people, so use outside resources to handle your weak spots so you have the ability to capitalize on your strengths.”

Jo Ann also says that if you are in business for yourself, you can’t afford to be afraid to toot your own horn. “You have to tell people what you do and how you can help them,” she says matter-of-factly.

The Riches Are In The Niches

Jo Ann’s success in packaging seems to be due largely to her unwavering focus on nothing but packaging. Taking her own advice, she is not trying to be all things to all people. She’s the Packaging Diva, and that’s that. As James Roche, who has been a guest on Indie Business Radio says, “The riches are in the niches.” Jo Ann’s experiences certainly seem to bear that out.

You can learn more about Jo Ann, her packaging expertise and how she can help you at http://www.packagingdiva.com. You can link there to other websites for her Packaging Boot Camp, Packaging University and more. You can also find packaging vendors and designers through her listings. Jo Ann’s Packaging News You Can Use” newsletter is also a great resource for packaging tips and trends. You can subscribe here.

Oh, and no pressure, Jo Ann, but as the owner of a newly purchased home with lots of room for gardens, I'll be looking for that book on gardening for busy people ...

Best & Success!!
Donna Maria
Editor, The Indie Experience
The Indie Beauty Network | www.indiebeauty.com

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