Jen Lawrence is a CDC Certified Divorce Coach®, Certified Divorce Specialist® and Certified Divorce Financial Analyst® professional, who helps her clients through the process of divorce. She specializes in coaching women who have supported their husbands’ successful careers navigate divorce. She helps her clients move from feelings of overwhelm, to the business of divorce and provides clarity about finances and the divorce process. Jen is also a CDC Divorce Transition and Recovery Coach™ and can help clients design a post-divorce life that excites them.
Jen has an MBA in Finance and worked in consulting and investment banking for years prior to staying at home to raise her children. After her unexpected divorce, she pivoted to freelancing writing, speaking, and consulting, and has contributed to Pop Sugar, HuffPost, and Thrive Global. She is also a seasoned media personality appearing on US News and World Report, Yahoo Lifestyle, Best Life Online, Authority magazine, Just Luxe, The Mom Show, Report on Business TV, See Hear Love, and TVO Parents.
In 2015, Jen also co-authored the well-known business book Engage the Fox, a guide about decision making and critical thinking and helps her private coaching clients make sound, long-term decisions at an emotional time.
Please tell us a little bit about your company – what is Designed Divorce all about?
I run Designed Divorce which is coaching business that helps clients make better decisions during divorce. I started doing one-to-one coaching and have expanded into books, workbooks, and will soon be offering online courses.
Tell us a little bit about your background and how you started your company?
I have a background in finance and consulting and authored a on critical thinking and decision making. When my second marriage ended, I applied these skills and knowledge to my own divorce, which made the process much easier. I decided that others could use my help and decided to train as a divorce coach. I’ve done a lot of writing and speaking and used that to broaden my reach beyond one-on-one coaching.
What would you say are the top 3 skills needed to be a successful entrepreneur, and why?
I’d say, tenacity, calculated risk-taking, and agility are traits all entrepreneurs should adopt. First, you need to be tenacious because the road to a successful business is filled with potholes and eventually you are going to hit one. You need to have the grit to dust yourself off and get back up.
Second, all business involves risk and while there are lots of things you can do to reduce or mitigate business risk, at the end of the day, you can’t fear it. There are lots of people out there with great business ideas that never get off the ground because they weren’t willing to risk their time, money or sense of pride. As an entrepreneur you have to get over your fears to push forward.
Finally, you have to be agile or flexible. Business changes quickly and you have to pivot to meet your clients’ needs. Gone are the days when you make one product or offer one service and then rinse and repeat. Listening to your clients or customers and meeting their evolving needs is critical.
How do you separate yourself from your competitors?
When I first got into coaching, I was not sure my personality would be a fit. Most coaches come from a social work, teaching or training and development background and my background is business and finance. I also have a blunt, tough love approach that seemed a little different. As a result, my clients tend to be people who felt underserved by the more traditional coaching market. They want someone who just tells it like it is and treats divorce like a business deal. What I thought might be a weakness is now my greatest strength.
What were the top three mistakes you made starting your business, and what did you learn from them?
First, I tried to do everything on my own in the beginning. I was watching videos on managing every social media platform, DIYing my accounting, doing my own graphic design, and more. I’ve learned to outsource, working with a marketing consultant and drawing on her strengths and hiring an assistant to do social media and graphic design. I can better serve my clients by focusing on what I do well and delegating some of the other activities.
Second, I focused on too many social media platforms. I was trying to use LinkedIn, Facebook, Clubhouse, Twitter, Instagram, Pinterest, and Clubhouse, all with equal intensity. I’ve learned that it’s better to focus on two or three platforms and to use them really well.
Third, I got overwhelmed by my tech stack, trying to find the idea CRM, website builder, landing page, email, scheduler, payment system, accounting software, and contract management systems that all worked together. It was exhausting to test and demo everything out there. I learned that there is not one perfect solution and that most systems can be integrated even if it takes a couple of steps. Use reviews online to narrow your choices and just pick one. If you hate it, you can always change it without too much hassle.
Tell us a little bit about your marketing process, what has been the most successful form of marketing for you?
My marketing process was to hire a great marketing consultant. She got me writing articles for publications that would enhance my visibility and credibility. I’ve also found a lot of traction through professional associations. I’m a member of the National Association of Divorce Professionals and that’s been a great place to network as we are all serving the same types of client. If you are open to collaboration and don’t fear competition, you can grow your industry rather than battle over the existing pieces of pie.
What have been your biggest challenges and how did you overcome them?
Like many entrepreneurs, I struggle from imposter syndrome from time to time and literally have to reread my resume and notes from clients. I find it helpful to give myself a performance review every few months to remind me of my strengths. As an entrepreneur, you tend to focus on what needs improving, which is great for business but bad for the spirit. It’s good to remind yourself that even if you messed up an important media interview or didn’t get the financing you wanted, you are still providing rock star products or services to your clients and that’s what is ultimately going to define your success.
What are the top 3 online tools and resources you’re currently using to grow your company?
I love Basecamp to work with other team members. It’s old school but it works. LinkedIn is an amazing tool to connect with referral sources as part of a B2B2C strategy. Finally, I’m finding Clubhouse entertaining. I’m not quite sure where it’s headed or how monetizable it will be, but it hosts lots of thought-provoking conversations.
If you only had $1000 dollars to start a new business, knowing everything you know now, how would you spend it?
If I only had $1000 to start a business, I’d bootstrap everything else and spend it on marketing. It does not matter how great your product or service offering is if nobody knows you exist, and your customers can’t find you.
What is your favorite quote?
I love the Charles Bukowski line:
“What matters most is how well you walk through the fire.”
-Charles Bukowski
I think it really resonates with divorcing clients who feel they are being put through the fire. I also have a “no pressure, no diamond” approach to life and business and feel that difficulties only make us stronger. So, Bukowski’s quote applies to entrepreneurship too.
What’s your best piece of advice for aspiring and new entrepreneurs?
My advice to aspiring entrepreneurs is to act now. I often encourage divorcing clients to start businesses if it’s something they’ve always wanted to do. People might think it’s crazy to start a business when going through divorce, but actually an ideal time. It’s a time of change and you can choose to reset your life in a way that accommodates starting a business such as opting for less expensive housing to free up capital for your business. During a time of major change, like divorce or COVID, you tend to be out of your comfort zone which is the mental space where entrepreneurs live. And your appetite for risk might be greater since you’ve faced something most people dread and lived through it. Divorcing or not, I think now is the ideal time to act since business models are shifting and people have new needs because of the pandemic. It’s a great time to carve out your niche.
How can we get in touch with you?
The best way to get in touch is through my website, DesignedDivorce.com. You can also grab my book, The Designed Divorce: How to Preserve Your Wealth and Peace of Mind in Divorce, on Amazon. And my social channels are Instagram FB Page, and LinkedIn.
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