HLD has given me the opportunity to interact with some of the most incredible women in small business. Sarah has been one of my biggest cheerleaders, support systems, and just everything friend. I wanted her to share with the world her launch story during my launch day because how cool is that? I'll have way more launches. But none will be the same as the first. Listen to how Sarah launched her INCREDIBLE magazine and continues to launch issue after issue. She's a rockstar and a major player in the world of female entrepreneurs.
H&L Launches - then and now.
Holl & Lane Magazine is a quarterly print and digital publication that is designed to connect women through shared experiences and real life stories. My hope is to start conversations around the things that don't get talked about enough. We've had stories on mental health, addiction, miscarriage and infertility, body image, medical and disease, and so much more. It's our hope to start a movement for more honest media.
I started Holl & Lane Magazine in April 2015 with my first issue going live on June 1, 2015. At the time I launched, it was just me working on it. I had put together the first issue myself and thought it would be easy enough to handle on my own. I was so, so wrong. Immediately after launching I knew it was more than a one woman show. Because I was (and am) also working full-time, I needed people on board who could help me grow and expand the brand and our reach. Luckily shortly after opening up the team we had ladies jump on board and begin helping out with things like social media, public relations, and helping with contributors.
In the infancy of the magazine, our launches were all trial and error and we did a lot of research into what OTHER people were doing. Spoiler alert, that doesn’t really work. I started to notice little bits and pieces of what was working each time and made a mental note of it. But it wasn’t until I worked with a business coach that she noted I should create a checklist of EVERY. SINGLE. STEP. that needs to be done for a launch. Even the silly things that you think you’ll remember, I write them down. Because launches are such a busy time, this checklist helps me keep track of things I’ve done and things I haven’t and also allows me to easily assign them to someone else. I also assign dates to each piece of the launch so that we know what we should be doing four weeks out, three weeks out, all the way down to 5 days AFTER a launch.
Another thing that has helped is having clearly defined roles on our team. Having these roles in place makes everything smoother because we know what we should be working on and when. And then it’s easy to plan our weeks around it since we all have outside jobs and responsibilities.
We’ve now done 11 launches (10 as a team) and each time they’re just a little easier, a little smoother and a little better. We learn something new from every single one so it’s a constant exercise in reviewing what has worked and what hasn’t and adjusting for new information.