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How to build a business around your passion

Escape the City - The Escape School

Saturday, March 2, 2013 from 9:00 AM to 6:00 PM (GMT)

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Ticket Ended £150.00 £0.00

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How to build a business around your passion.

Life is too short to spend it working on things that don’t inspire you - trapped in an office writing reports no one ever reads, going to meetings no one really cares about, working on projects that don’t lead anywhere.

In this one-day workshop, author and entrepreneur Joanna Penn will lead you through the steps required to build a lifestyle business. She will show you how to build a business around yourself - rooted in your skills, your values and your passions.





Session 1:

Idea Generation:

What do you actually want to do with your life? 

Format: 20 min talk, then solo exercise, then 10 group exercise, then feedback & questions.

What will we cover in this session?

  • Don’t exchange one job for another job
  • Lifestyle design is about making the most of your life
  • Questioning assumptions and expectations around business
  • Identifying values and then designing your business around that
  • Re-iterate global, scalable, leverage, location-independence, what is truly “rich”?
  • Value identification: what matters to you now? Where do you want to get to?
  • Balancing your passion & skill with what actually makes money 

Session 2:

Customers, Sales, Products

How does the money work? 

Format: 40 min talk & then exercise: Who are my customers? What could I sell?

What will we cover in this session? 

  • Products - physical / digital - different types
  • How to sell stuff
  • How to find customers
  • The Art of Pricing
  • How the cash-flow works with the selling model vs the fundraising model
  • How to build up a transition fund for when you leave your job
  • Expectations for income through a small business
  • Scalable income vs time-based income 

Session 3:

Personal branding and online marketing 

Format: 40 min talk & then exercise on personal branding

What will we cover in this session?  

  • What is personal branding is?
  • Why is it important in today’s market?
  • Authenticity, your story, being unique, the “story” behind your business
  • How online marketing works - content marketing, social, multimedia

Session 4:

Business Practicalities and Psychology

Format: 40 min talk with 20 mins Q&A

What will we cover in this session?   

  • Tools you’re going to need
  • Building a team, using contract workers
  • Website & IT needs
  • Costs and managing expenses
  • Goals, measuring success, right brain business plan + serendipity & synchronicity
  • Productivity and time management (especially if you’re keeping the day job
  • What’s stopping you
  • Some of the challenges around entrepreneurship 

Session 5:

Company Setup, Accounting & Legalities 

Format: 40 mins speaking, 20 mins Q&A

What will we cover in this session?    

  • When do you need to set up a company?
  • What kind of company setup?
  • How to work legally with other people and keep your IP protected?

Session 6:

Inspiration and what happens next? 

Format: 10 minutes talk, 30 mins personal planning, 20 mins feedback from groups

What will we cover in this session?

  • How to actually get out of your day job - the career change process flow
  • Set some goals and specific date targets

Final next steps:

  • Where do you go from here?
  • Sending you into the world to CREATE :) 
  • Everyone goes for a drink together.

Joanna Penn: After trying a number of businesses, including property renovation, scuba dive charters and a travel business, Joanna finally started her business TheCreativePenn.com in Dec 2008 around the core values of freedom and creativity. She is now a full-time author and entrepreneur, combining writing thriller novels with non-fiction, international speaking and selling online training courses for creatives.

Connect with Joanna on Twitter @thecreativepenn 

Lawyer/ Small Business Specialist: Joanna Tall is a solicitor and founder of OffToSeeMyLawyer.com, a team of entrepreneur-friendly lawyers, specializing in small businesses. Jo has over 20 years experience in commercial and IT law in City law firms but decided to move out of the City to focus on combining her passion for her family and a sustainable lifestyle. Joanna will be taking the session on business start-up legalities.


"How to build a business around your passion" is an Escape the City production.

You can view all our upcoming events here: http://escapethecity.eventbrite.com/

Have questions about How to build a business around your passion? Contact Escape the City - The Escape School

When & Where

The Hub Westminster
1st floor New Zealand House
80 Haymarket
SW1Y 4TE London
United Kingdom

Saturday, March 2, 2013 from 9:00 AM to 6:00 PM (GMT)

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Escape the City - The Escape School


Escape the City is a global community of +190,000 talented corporate professionals making brave career transitions and starting businesses. The Escape School is Escape the City's education arm.

We are proud to bring you The Escape School in partnership with Crowdcube. Crowdcube are the world's leading investment crowdfunding platform and they are revolutionising the investment industry by providing new ways for startup, early stage and growth businesses to raise capital. Find out more at www.crowdcube.com

What is The Escape School about?

It's not about opting out. It's about ambitious, talented people spending their careers doing work that matters; to them and to the world. We produce a wide range of talks, events and courses to educate, empower and connect our members for career changes, entrepreneurialism and adventure.

We have built the Escape School to teach what we wish we’d learnt back in 2009 when we were commuting to our corporate jobs, wondering how to drive our career in directions that matter to us.

Rob, Dom & Mikey - Esc Founders
Matt, Becca, Sarah-Rose & Tessa - The Escape School team




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How to build a business around your passion
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