Last month, Polka Dot Data turned ten!! TEN actual years I have been running this business, from brainstorming company names at my in-laws dining table, to providing analytics support to household name businesses. I do not know where the time has gone, but I can say I am beyond proud of what I have achieved (and sometimes still can’t believe it!!).
So at ten years, I thought it would be a good time to share my ten lessons learned running a small analytics business, one for each year. Buckle up!
2016 – Just go for it.
There is never a right time. I set up the business having just moved house (new mortgage, thank you very much), a daughter about to turn one keeping me very much on my toes, and my husband also running his own business. Two self employed incomes. What could go wrong?! Turns out, not as much as you’d think. The sooner you start, the better.
2017 – Hire people who can do what you can't.
Having a team around you is brilliant, but having never managed anyone before, it is also a very steep learning curve. Hiring people who can do what you can’t, or who are simply better than you at certain things, is honestly one of the best decisions you can make.
2018 – Outsourcing is not a weakness, it's a superpower.
Getting a coach to help me tackle my biggest challenges (sales, if you’re wondering, I was not a natural) and hiring an admin made an enormous difference to both my business and my sanity. Also having accounting outsourced from day 1 is something I’d do again, every time. You do not have to do everything yourself. Understand your skills and weaknesses and make decisions suited to that.
2019 – Health issues are hard. Look After #1
There is not a lot more to say about this one. Look after yourself. Your body breaking down is a sign that you need to take it easier and spend more time one number 1. (that’s you). Everything else can wait. Recovering from illnesses takes a lot longer than taking time off here and there to prevent them. Also always have a plan B or back up team available, you never know when you’ll be in hospital instead of a meeting.
2020 – Diversify your clients.
Forecasting how long until your business runs out of money is a deeply unpleasant experience. Thankfully, having a diverse range of clients meant that when hospitality and travel businesses had to pull their projects, ecommerce ones stepped up and completely turned the year around. Phew.
2021 – Sometimes the universe does you a favour. Enjoy it.
Your main platform launching a brand new version that every single client suddenly needs help with is, it turns out, quite a good way to stay busy. Hi GA4, nice to meet you. Thanks for keeping us busy and the business nice and healthy post covid!
2022 – Life is a Rollercoaster, just gotta ride it.
Businesses never follow a direct line up on a graph, they just don’t. Every business and in fact life, has its ups and downs, that’s just how it goes. So remember to enjoy the ups, use them to save money for the downs, and embrace the downward trends without taking it personally. It is all just stepping stones forwards, even if it doesn’t feel like it at the time.
2023 – Mistakes don't exist. Lessons do. (Sometimes expensive ones.)
This year taught me two things very clearly. Sales are everything, and do not get so excited about building a lovely big team with a nice hierarchy that you lose track of the numbers and pipeline. Especially when Brexit and recession keep being mentioned. This particular lesson came with quite a price tag, but luckily we had savings and survival skills to stay on top of it.
2024 – People are everything.
The right people on your team make an enormous difference, even when the team is smaller than it was before. Returning clients gave back confidence that had taken a knock. And having a proper support network around you, personally and professionally, is not optional. It is essential.
2025 – Bigger isn’t (always) better
Focusing on the few things that are important, very well, is much better than spreading yourself (and your business) too thin to be able to achieve high enough results in everything. Having grown the team to 8 people, we then found ourselves with 3 day to day on the team and at first we thought “sh*t”, but then we realised how beautiful it is when we can collaborate so nicely as a small team. Yes we have expanded back up to 6 regulars since then, but knowing we can handle it as a small team is very empowering too.
2026 - Somehow here we are at ten. Honestly, what a ride.
Here’s to every team member, client, collaborator, coach, fellow business owner, service provider and even the small humans who have been part of this journey. I couldn’t have done it without you all. I hope you know who you are.
I believe the business reflects us all, and shows our supportive, hard working, no bullshit values through and through.