Q & A with Susan Caldwell

Susan Caldwell is the founder and publisher of Applaud Women, an online magazine for women in New Hampshire, Massachusetts, and Maine.

1. Please describe what you do.

I created a print magazine for women in NH, MA, and ME almost 11 years ago. I’m the owner, publisher, editor, designer, occasional interviewer and do pretty much everything except the writing. In April 2009 I ended the print version. For me, designing the magazine hasn’t changed that much. I still design in the same way, I just had to learn how to put it online.

2. What inspired you to start Applaud? What were you doing before?

I was single mom so I had to find stuff to do that would support a family, not necessarily what I wanted to do. I came into some money and decided to figure out what I wanted to do. Everything in my interest and capabilities pointed to art so I did some research. I decided that I wanted to be a graphic designer so I went to the tech in Manchester to get my degree. 

I started making greeting cards, designing and selling them, when a friend suggested that I try selling them at a craft fair. At the fair, the woman at the table next to me had a digest for crafters and I thought, "Wow, I could do that for myself.” 

I’d already been networking with women in New Hampshire and realized that there wasn’t a magazine for women business owners in New Hampshire. Later on, I decided to expand the scope of the magazine for all women in NH, MA, and ME, partly for advertising purposes.

I had interned at New Hampshire Magazine for a semester while taking classes in Manchester because it was a requirement. I never thought it would someday lead to my own magazine.

3. What were the first steps of the process? Did you make a business plan?

The first this I did was talk to the woman who made the digest magazine. I knew from the beginning that the sales part would be the toughest for me. She was a great person to go to and she gave me great ideas and other people to talk to for more information and tips. I think that’s the best thing to do for anybody. Just find someone who has already done it and pick their brain.

4. What is the best part of having your own business? 

The freedom to have your own schedule and come up with your own ideas. You can decide whether to go with your ideas or not. It’s your own work, what you’ve completed alone. There’s a really a good feeling about that.

5. The worst part? 

The worst is that you tend to work harder. I’ve worked harder for myself than I ever have for anybody else. And money is always an issue. Money and time have been the biggest challenges.

Print was a nightmare. It's tougher for a business with a small staff and resources because distribution and even editing is more heavily critiqued. I hated giving up the print, but found out it was a blessing. I used to drive to Lyme, NH, in a rented van piling magazines back to bring back to my garage. To do this right, you need money to start, the right advice, and the ability to hire a lot of people. The Hippo did it right. They had the staff and the experience. 

It’s just me, which has its good times and its bad times. Definitely take advantage of resources dedicated to small businesses. Joining clubs like New Hampshire Creative Club where illustrators, designers, writers are all part of the creative mix.

6. What do you hope Applaud will look like in 5 years?

Better. Always better. I would really like it to be a household name and an inspiration to women.

7. What is the most important piece of advice you could give to an aspiring entrepreneur?

Don’t be afraid of making mistakes and asking questions. Keep your mind open to possibilities. You have to be a risk taker and can’t be closed minded. For me, I was ripe for that. I spent 30 years doing stuff that was boring and I hated what I did so I was so excited to do something that I could be passionate about which was really cool.