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11 Things I Learned from Building and Selling Nightlight Farms

Nightlight Farms

I’ve learned alot in building my first brick and mortar business (nightlightfarms.com) in the past year and a half or so (March, 2012 – July, 2013). They are as follows:

 

  1. I have been incredibly blessed to have such wonderful people come into my life.
  2. Incredible things happen when I put myself out there.
  3. Diligence in the numbers = success for any financial endeavor
  4. To complete a big project, focus all of your energy on it until it is complete.
  5. Always provide consistency and communication to your relationships (employees/clients/peers)
  6. Trading with other vendors is the BEST part of the farmer’s market.
  7. When building a business, it is key to have an environment that you WANT to be in.
  8. Maintenance is what makes a business/relationship/’anything meant to last’ great
  9. I thrive if I have all basic needs met. (see Maslov’s Hierarchy of Needs)
  10. I want and value support from my partner in all projects and endeavors.
  11. Confronting your fears and overcoming them is one of the most challenging and gratifying aspects of building a business.

 

 

 

18 months of work to come up with a few bullet points?

 

Yup! I should be so lucky to work for another 18 months for a follow-up list…

 


Goal Visualization: Finishing up Projects

Forest Find: Cutting Board

Forest Find: Cutting Board

 

This post is to help me visualize completing my goals in the coming weeks. It’s a bit dry, consider yourself warned.

 

The goals I will complete by February 28, ’13

 

  • Taxes Complete (personal & NLF)
  • EW+HI (websites) analytics added and monetized simply
  • GroAction Microgreen course is complete and published
  • Earth Oven roof completed
  • Cutting Board cured, cracks filled with epoxy + oiled

 

 

 

Visualizing the Completion Process

Taxes Complete

This is first on this list for a reason. I have had a serious aversion to doing taxes in the past.  This year I meant to complete it in January… and have yet to do it. When you sit down to do it, it really doesn’t take much time. It’s just a matter of doing it.

I wonder where the resistance comes in doing it. I suppose it’s part intimidation of the unknown and part not wanting to give away hard earned money.

(visioning now) I had resistance doing my taxes earlier, but what worked well for me was setting aside an entire day to do them. Then, once I completed them I allowed myself to do something more fun like work on the Earth oven structure. Heyo, not bad.

Really, they were pretty simple to complete. It started by googling “how to complete your taxes for an LLC” then went to “how to pay yourself from an LLC” and between those two, I was able to lay out the steps needed and just sit down and crank on it. The nice thing about getting my taxes done now means I can setup Quickbooks for the coming year and prepare myself even better for the coming years. This is especially crucial in the coming year because I will have a third entity to report for (GroAction non-profit 501©(3).

 

EW+HI (website acquisitions) Systemized

EW has been hanging over my head a bit over the past couple of weeks so getting this done feels really good. The reason that there has been so much resistance is because of the format of the site. It’s currently 138 pages of custom HTML. Initially, I was thinking about converting it to WordPress but once I realized that the unknown process (of converting the site) was keeping me from doing the conversion, I decided to save the conversion for later and just focus on the basics now.

 

The list of things I did is as follows:

  1. Install google Analytics (1 hour)
  2. Ad Adsense units to each page (1 hour)
  3. Apply for all affiliate programs featured on site (1 hour)
  4. Change affiliate links throughout site to my account (2 hours)
  5. Add click bank ebook links (3 hours)
  6. Add TLA widget on 1 page (20 minutes)
  7. Cross EW off my list and start earning money: just under 9 hours, and incredibly satisfying

 

HI, I just acquired this site last week and am really excited about it. Ultimately I’d like to develop an ebook with video interviews for it, but I will wait until March to outline and develop that.

 

The list of things I did to HI in ‘Phase I’ is as follows:

  1. Transfer site to my hosting account (2 hours)
  2. Install Google Analytics (1 hour)
  3. Install Adsense units on header and footer of pages (1 hour)
  4. Advertise (via email connection) to resident expert on sidebar of pages  (3 hours)
  5. Wrap up Phase I of HI: 8 hours, and a baseline to measure earnings from this exciting new site!

 

GroAction Microgreens Course, Complete and Launched

Oooph, this has been a really big project. I really enjoyed developing it the whole way through, but even with the incredible support team of 5 people, it has been a ton of work! I really see the need to systemize this course development process in order to produce future courses more efficiently. What’s most exciting, is that I can really see this course (and future courses) having a big impact. Clearly, these GroAction courses have the most potential to bring wonderful things into my life. It’s always good to keep this in mind, because it’s easy to forget when I feel burdened by completing the course.

 

Ok, here are all of the things I did to finish this course up and launch it incredibly successfully.

1. Finalized the Content

  • Taking comments from all people who have helped (4 editors) and finalizing the draft. (4 hours)
  • Making each link in the doc work. (3 hours)

 

2. Finishing Design

  • Making design comments (1.5 hours)
  • Making design changes (3 hours)

 

3. Marketing

  • Creating 2 landing pages (3 hours)
  • Creating videos for each landing page (2 hours each. 4 total)
  • Split testing landing pages (2 hours)
  • Developing course with Clickbank (2 hours)
  • Sending to 5 key bloggers (2 hours)
  • Following up with everyone interested previously (2 hours)

 

4. Summary

Finalizing the first paid GroAction course: just under 30 hours, an absolutely incredible sense of accomplishment, and money coming into GroAction each month!

 

 

Earth Oven Roof completed

This is an unfinished project that has been hanging out in the sideyard since the end of summer. It feels great to have it wrapped up. The hardest part was committing to purchasing the materials. Once I had everything, the building was no problem at all.

 

Here’s how I went about things:
1. Purchased all the materials: (3 hours)

  • Posts
  • Concrete for the footings
  • A tin roof
  • 2x lumber to build a roof structure underlayment (gleaned from the NLF grow station)

2. Finished digging the posts exactly where I wanted them and at a depth below the frost line (3 hours)
3. Poured the concrete and set the posts (4 hours)
4.  Built the roof underlayment. (3 hours)
5.  Nailed on the roof (2 hours)
6. Finished the earth oven structure/project: 15 hours, and a great feeling of having completed this project that will last for many years to come.

 

 

Cutting Board completed

This was a small project that I made from a newly fallen tree. Unfortunately, it developed some really large cracks (see above photo) after being inside the dry house for a day. To remedy this, I did the following:

  1. Let it sit outside for 3 months (I think it may need this much time to cure slowly outside… we’ll play it by ear)
  2. Filled the cracks with a clear epoxy or fiberglass resin (1 hour)
  3. Sealed the wood with 5 coats of Mineral Oil (not mineral spirits) (1 coat each day)

Finished the cutting board project: 3 months, 5 days, and an hour. A bit longer than initially expected…

 

 

In Closing

Well a bit dry, but incredibly helpful in helping me accomplish these goals before I head to California at the end of the month.

 

 


Negotiation Strategies – Play their Hand, not Yours

 

photo of the week Feb 5-12,2013

Felling & Falling (White Salmon, Tom)

A note on this photo. Since I’m posting every Tuesday, I have decided to post my favorite photo taken during the previous week. These photos have nothing to do with the post their in, but I’m sure the creatives can draw parallels.

——–

“Seek first to understand, then to be understood.”

-what excellent communicators do

 

Here’s what’s been on my mind today. The dynamics of negotiation.

 

Let’s say for the purposes of this discussion we’re that talking about an item with nebulus value. Say, a beautiful abalone shell.

Let’s also say that we, as the interested party, have an idea of what it is worth to us ($100).

And, let’s assume the seller knows its real market value ($50).

 

Instance 1:

Us: “I’ll give you $75 for that nifty abalone.”

Seller: “Deal”

Deal closes.

End result: We should be thrilled. Afterall we got the abalone for $75 when we “knew” it to be worth $100. We should be thrilled. But we’re not. No, we’re not at all. In fact, part of us thinks that we should have gotten a better deal. We wonder if we should have offered $40 first. We still purchase the abalone, but it just doesn’t feel as good as we thought it would.

We simply don’t feel like we got a deal.

 

Instance 2:

Us: “I’ll give you $75 for that nifty swifty ultra spiffy abalone, good sir.”

Seller: “No way! You dare insult me with that price for such a gem?!? I shouldn’t even talk to you anymore. Ok fine I will, but this time you must offer something close to what it’s actually worth!”

Us (a bit perturbed, but eyes set on the ‘lone): “Hmm… How about $90?”

Seller: (Still showing a bit of disgust) “Still too low pal. Either offer me $125 or get out of here. This kind of lowballing is no good for my prized abalone’s ego.”

Us: “You drive a hard bargain jabroney.” (Taking out a crisp 100 dollar bill and slapping it on that magnificent shell.) “Here’s my final offer. Take it or leave it”

Seller: “no….”

Us: (We pick up mr. Franklin and start walking away)

Seller (waits until we’re 20 feet away): “Alright! Fine. You want it for $100? My wife is going to kill me. Fine. You can have it, just don’t tell anyone.”

Deal closes.

End result: We feel like we got a deal! A great deal at that. It doesn’t matter that this is the EXACT same abalone as the above example. All that matters is that we haggled with the best of them. And won! We’re going to be telling this story to all of our friends for a long time to come.

We ‘know’ we got a great deal.

 

 

What’s the difference in the two situations?

In both examples we’re allowing the other to dictate the value for us. Instead of absolutely knowing without a doubt what the value (to us) is, we let the seller dictate the value. This leaves us open for an emotional experience dictated entirely by the seller.

 

In order to negotiate correctly, we must see the subject of negotation (abalone) as two separate elements:

1. The True Value. This is the value that we know it holds. How we find this is not important. What is important, is that we arrive at this conclusion with sufficient evidence for us to be 100% confident in the value we attribute to it.

2. The seller’s Perceived Value. This can vary wildly. Often times it is higher than our True Value. The seller’s Perceived Value is whatever the seller deems it to be. It can be based on lots of logical things or it can be plucked out of thin air. At the end of the day, It doesn’t matter where the seller gets this value. It is what it is.

 

The Negotiation Process

First. We must internalize what we believe to be the True Value.

Second. We must seek to understand the seller’s Perceived Value.

Third. If the seller’s Perceived Value is higher than the True Value, we must educate them on why the True Value is what it is. If however, the seller’s Perceived Value is lower than the True Value, you can have it for whatever the seller’s Perceived Value is, assuming you can get the seller to tell you the Perceived Value before you tell them your True Value.

When you boil it down. Negotiation is all about understanding the other party’s Perceived Value regardless if you’re the buyer or seller.

 

Skilled negotiators will play their cards close to their chest. Their mission is to determine what value you hold with the subject of negotiation before you determine theirs.  The best negotiators will tease out your perceived value, challenge you a bit and make you jump through a hoop or two, then reward you with a deal that you think is excellent.

This way both parties leave feeling good which, at the end of the day, is all we’re looking for.

 

Your thoughts? Let’s hear ’em in the comments below.

 

 


Marathon Story 1 of 3 – Sneaking In

November 1, 2009

It was July when I first figured I could do it.  Something about it had always appealed to me. I suppose I just wanted to prove to myself that I could do it (and anything else I set my mind to). Fast forward to today and I still had the idea of running a marathon in my mind.

If I was really going to run a marathon, I would have to get serious.

First things first, Google ‘local marathons’ and how to run them.

I soon found the Sacramento CIM (California International Marathon) which was scheduled for December 6th, 2009 at 7am. 35 days away. Plenty of time to get in shape.

Find marathon. Check.

The only problem is that registration closed the day before. October 31st.

How’s that for irony? At first I saw that as a clear sign I should not run this marathon. With a bit of backwards rationalizing I decided that it would be a perfect oppurtunity to accomplish a slightly smaller goal of mine…

To sneak into a marathon!

Just kidding.  I wish i could say that sneaking into a marathon was on my bucket list, but it definitely wasn’t.  So now, along with not being prepared to run this marathon, I would be sneaking into it.  Great. I think this may be the definition of stupid idea.

Enough of the negativity. Onto the next step.

Google: “How to run a marathon.”

The internet being the amazing place that it is had all sorts of suggestions on how to train for a marathon. The entries ranged from first incredible first hand accounts like this one to full-on 6 month training regimes.  Unfortunately none of them were geared towards training for a marathon in 35 days. Drat. I certainly did not have 6 months to train.

“I’ll play in the rugby tournament in AZ in two weeks (November 17) and feel out the marathon from there.” I thought to myself knowing full well that I had only run a total of 10 odd miles since July.

Fast forward two weeks of sedentary living.  The tournament came around and after playing both days I somehow felt pretty damn good. Sure the whole weekend of running was probably equivalent to running about 7 miles. But still, I felt great.

At that point I didn’t make a decision either way on the marathon.  On my way back to Davis from Phoenix, AZ  I stopped by my friend Yasar’s place in LA.

One night I decided to go for a “training” run with the goal to run a long distance. Luckily it was night time and after running up to the Hollywood sign I got lost. This forced me extend my training run. 2 hrs and 10 minutes later I found his place.

Doing some math, I figured myself at a 10 minute mile pace to have run 12-13 miles and, surprisingly enough, I did not feel that bad the next day. Sure I was sore, but I could walk. In fact, we volunteered at a local Habitat for Humanity house and all I could think was:

“I got this marathon business in the bag!”

 

Fast forward 10 days. It was now a week before the race.  I  had put an 8 mile run around campus under my belt as well.

For the folks counting at home, we’re pushing 20 miles in training runs in the 6 months leading up to the race. Plus, the two day touch rugby tournament. That should certainly put my total miles run above the golden 26.2.

Training. Check.

 

Feeling ok, I decided to do a bit of due diligence and see if sneaking into this marathon is kosher. At first I thought I could just show up with a windbreaker on and run with it the whole time, pretending my racing bib was underneath,  but after reading the website I saw very clearly in bold letters:

Your bib (number) must be showing at all times or else you will be subject to disqualification from the race.

So much for that idea.  Not entirely discouraged, I searched through the site a bit more and found a place to sign up as a volunteer the day before the race. My eyes lit up.

This was be my ticket in! I didn’t know exactly how I would finagle my way into the race legitimately, but there had to be a way!

After a couple emails I was now signed up pass out bibs the upcoming saturday. Sunday @6am being the official start.

At this point I was still not sure whether or not I would be running, but I figured I could make a more informed decision the day before while I was volunteering.

The Saturday to volunteer came around. I rolled out of bed at 11.15a, after somehow managing to stay up until 6a doing the wrong kind of carbo loading.

“No way am I running this race, I can barely even get up to volunteer.” I thought to myself.  Regardless, I had a commitment to fulfill as a volunteer so I got it together and headed to the convention center.

Upon walking in, the crowd was absolutely buzzing with runner freaks. Everyone was milling around sipping lattes comparing notes on another’s rigorous training schedules.  Not wanting to hear a word of it I reported for duty and immediately started talking to the volunteer next to me who was getting updates on the USC-AZ foosball game.

The work was surprisingly fun and afforded an easy way into the race!. I had the bibs for all the registered runners whose last name started with Sa – Zz. Every time someone came up for their bib, I would wade through what seemed to be 1,000 bibs finding the one meant just for them. As long as 1 out of the 1000 runners whose bibs I had didn’t show up, I’d be in! This “bib security” allowed me to relax into my volunteering duties for the next couple of hours.

The runners certainly provided some entertainment for me. There was a good looking girl  passing out bibs next to me that alot of the male racers seemed to fancy.

These spandex clad nerds would walk up trying to be smooth to get their bib and say something like “Is this for the half marathon?” She’d shake her head no. “Oh no, I signed up for the wrong race! Oh well. I guess I’ll run it anyways.”  Then the runner would smile, head to his buddy for a high five and walk away.

That’s when I would say something to her like, “Those guys are dorks, wanna make out?” Of course, she would oblige. Every time.

Then there were the other runners who showed up in their shortest shorts complete with water bottle belts, just in case somebody blew a whistle signaling a one-time-only head start for those who dared be ready for such an occasion.

 

All in all, I enjoyed the volunteering duties. It started wrapping up, which meant it was time to assume my racing identity…

 

In my box there were still about 250 bib packets unaccounted for. Perfect. I had my pick of aliases for the run.

I started flipping through all the names looking for one that really matched up with my running character. One top contender was Major Willis.  I began visioning myself running 26.2 in army fatigues and a green beret.

“Yeah, I could swing that.”

Just then, an interesting fellow approached my booth, and I just knew it was Major Willis himself.   Sure enough, he said “Hi I’m Maj…”

With my hand already on the packet, I handed it to him before he could say “reporting for duty.”

The Major was a bit taken aback but must have just figured I was a professional volunteer.

 

The final minutes of the registration ticked away, and just before 5 o’clock I snagged a bib!

We’ll call him Andre’ Schlemmer from Oregon. Looking and feeling as German as possible I strolled to the registration booth, bib in hand. It was a bit awkward because I had talked to Jerry, the volunteer at the registration booth, for a few minutes before and certainly hadn’t mentioned that I was running the race. Let alone that my name wasn’t actually Luke, but rather Andre.

 

Either way, Jerry got me (Andre) checked in and gave me race t-shirts. Piece of cake. It was really looking like I’d have to run this race afterall.

 

As the racers started clearing out, and the volunteers packed up, I set my bib at my booth and jogged over to the Gu booth to get some of the energy gel that would keep me going through the race, should I decide to run it.  After loading up with Gu packs, I made my way around to the other booths to see if I could score any other free race shwag.

Nothing. All the other promo booths had closed up shop. Bummer.

On top of that, upon returning to my booth, my worst nightmare had materialized.

My bib was gone!

“Is this some sort of sign that I shouldn’t run the race tomorrow?”  I thought to myself incredulously.

I couldn’t believe it! Someone had picked up the bib I worked so hard for! Well, technically, the bib Andre had worked so hard for. But still! Someone had to run in his honor. I had to find that bib.

Just then, I noticed the Lead volunteer, Amy, putting what looked like racing bibs into packing boxes.

I walked by her acting cool, but couldn’t bring myself to inquire about the bibs. After all, she knew me as Luke the volunteer…

Before I had a second to say anything, she handed her box of bibs to another who promptly put a lid on it and sealed it with tape.

“Noooo!” I thought. Game over.

I had one move left. I had to ask her directly about Andre’s bib.  I turned to Amy again and blurted out: “Have you seen Mr. Schlemmer’s bib? I had it at my booth.”

Her face lit up.

She pulled it out of the folder that was pressed close to her chest and said “I thought he lost it! You almost gave me a heart attack!” She was pretty old so I had no choice but to believe her.

And with that, Amy handed me Andre’s bib.

 

With a huge sigh of relief I pocketed it knowing full well that I had to run the marathon tomorrow…


Goal Recap – Jan/Feb ’13

Goal Recap – Jan/Feb ’13

lending a helping hand

 

  1. Earned 50k in revenue from NLF
  2. Sold NLF to the winning apprentice?
  3. Earned $10,000 from Websites (GroAction, Cobras, SR)
  4. I am moving to South America for 1 year to learn Spanish among other things
  5. Proficient salsa dancer
  6. Released 10 courses for GroAction
  7. Handstand Pushups
  8. 52 Excellent Posts on RWL


Alright. It’s friday night february 1 and it’s time to a bit of a goal recap.


My goals for the month were to make appropriate progress on my annual goals (the 8 above). Let’s see how I’ve done.

                                                                 Goal Check-in: January ’13

1. Earned 50k in revenue from NLF
I’ve done little for this goal. However, I expected to do little. I applied for 8 markets and will find out soon which ones I get into. These results will certainly impact my future living situation. As it sits now, I love living in White Salmon and feel like I am making adequate progress towards financial freedom. However, if NLF is accepted into 5+ markets, it makes more financial sense to setup operations in Portland and make some cash. Time will tell on this front.
2. Sold NLF to the winning apprentice. 
I’ve done very little with this goal. I’ve talked to one person who may be interested in taking over the business, but it’s tough to say. If I get into the markets in Portland I will need to find an appropriate employee-cum-business owner.
3. Earned $10,000 from Websites. 
I have made less than $100 from websites in the month of January. However, it is a big increase from the months past. The $10,000 is certainly a lofty goal but I am progressing nicely down this path.
4. Moving to South America 
Again, no progress on this front, although I think more and more about staying in Portland for another year. It just feels like a good place to put roots down. With that said, even if I don’t take off for an entire year to South America, I’ll shoot to live in another country for 2-3 months. McMurdo Station could be fun…
5. Proficient Salsa Dancer
I haven’t danced salsa once this month. However, I have danced a bit, in Canada no less. I’ll need to really step this up in the coming months if I want to get good at dancing la salsa!
6. Released 10 courses for GroAction
I am so damn close to releasing the Microgreen Quick Start guide. It’s definitely alot to to publish one new course each month. But it certainly isn’t impossible. It will just take more planning in the coming months.
7. Handstand pushups
I’ve done 3 pushup workouts. It’s not great, but it’s a start. Once I get a routine down, I’ll track towards this goal without a problem.
8. 52 Excellent posts on RWL
I missed this Tuesday’s publishing! In fact, publishing this weekly is the hardest goal to achieve. Again, better planning will be invaluable to achieving this goal.


                                        Goals and visioning for the month of February ’13

1&2. Earned 50k in rev from NLF & Sold NLF to the winning apprentice
This month will determine the year and ultimately the future of Nightlight Farms. When I am accepted into 5+ markets, I will find a place to live in Portland, a place for the microgreens, and set out finding a suitable employee to help grow and sell the produce.
3. Earn $200 from websites
It’s the end of february and I have made $150 from one website alone. The other three income generating sites have also totaled another $200 in income which is above and beyond what I expected for them. 
4. Moving to South America for 3 months
While I have not made any physical progress towards this goal I can easily imagine myself moving to another country this fall. It feels good and rekindles my adventurous spirit.
5. Proficient salsa dancer
This month I have attended 3 salsa sessions and I can feel myself getting better! Heyo! Each session starts with a lesson which is super d uper helpful. More than that, at home during the week I turn on the latin tunes and dance around in the evenings. My next step is to get 2 solid moves in my repertoire.
6. Released 2 courses for GroAction
I released the microgreens course in the second week of Feb and I just released the Farmer’s Market course. It feels good to have both of them out there and they have even garnered some attention. I can see that it is worth spending considerable time promoting them. Also, I realize that the relationships I have with my email list is so crucial to the success of these courses. It’s so nice to be building relationships with all of these wonderful people. I’m excited to release the 3rd GroAction course ________.
7. Handstand pushups
This month I do my pushup/headstand/handstand workout 3 times per week that is as follows. 100 total pushups. 100 seconds of headstands. 20 seconds or tries of handstands. This routine has  gotten my arms/shoulders/chest alot stronger. I realize how important the core strength is to achieving balance with the handstand.
8. 4 excellent posts on RWL
I have successfully published a high quality post each tuesday @ 6am. By keeping to this schedule it became easier to always have it done. Publishing these posts has become a constant in my life and it feels great to be building the community of wonderful and driven people.

                                                     Additional Goals for the month of February ’13

9. Visit with Ianto Evans and determine if a cob building apprenticeship is in the books for this summer or the next.
I had an incredible weekend visiting Ianto and company at the Cob Cottage company. He has a truly enviable setup down there. It is certainly a vision of what I would like to create for me and my family in the future. In regards to the possibility of being a cob building apprentice, I can say with absolute certainty that…

10. Acquire a mountain bike or whitewater kayak
Ooohee it feels good to have an adwenture vehicle in my arsenal. The choice between the bike and the kayak was really just a matter of finding the best deal on Craigslist. To be honest I’m tempted to buy the other in the coming weeks…

11. Designed RWL to look good. And not the opposite.
This took a bit of doing and quite frankly a bit of copying from other blogs I like. The end result? A clean design that creates for good reading and discussing of the content and good conversion of readers to community members. 


In summary, After not completing all of January’s goals, I found an incredible drive to complete every goals in February and in every month to come. 

There have been two keys that help me complete my goals:
1. Adequate planning and scheduling of my goals
2. Doing it.


There you have it folks. I’ll revisit this March 1 and show you more completed goals.