"Change is all we can count on," said Clara Villarosa, who has had at least four careers in her long life, including stints as a psychiatric social worker and a banker and most important for us, a bookseller. She founded the Hue-Man Experience in Denver, Colo., sold it and retired--only to open the Hue-Man Bookstore in Harlem in New York City. Now retired yet again, it would seem her series of careers has come to an end.
But no. Not for Clara Villarosa, who may be the most lively, engaging, funny, direct, wise bookseller we've ever met--and someone who will always be busy, whether she wants to or not.
"The journey to this has been fascinating," she said. "I had to come to New York because I wouldn't have been able to write this book without opening the Harlem store and learning and using even more skills than I had before." All of the skills she needed to be a successful entrepreneur she learned in her different careers, she said.
The book is full of information and inspiring stories of entrepreneurs. "I don't overwhelm with details," she said. "I tried to keep it simple." Among other things, she tells wannabe entrepreneurs that they need their own trio of superheroes: "an accountant, a lawyer and a banker." She recommends going slowly: some entrepreneurs should consider setting up a business in their homes before expanding them. Most important is the business plan, which she defines as "a series of questions," not necessarily a legalistic document whose creation might turn off some potential entrepreneurs.
In each chapter, she talks about her experience with the subject--among them, researching the competition, knowing the market, hiring employees--then uses stories about women who have set up businesses to show a range of approaches to the matter. (None of the others is a bookseller.) Altogether more than 20 women and their experiences are outlined. The stories are important, Villarosa said, because people love to learn through stories.
Originally Villarosa wrote Down to Business for black women because she drew on her friends in Harlem and all were black women. Penguin suggested the book should be for all women. In fact, Villarosa said, the book "is for women and some good men." Asked who is a good man, Villarosa answered, "A good man is a man who listens to a woman." Unfortunately, she said, many men don't readily accept information from women, particularly business information.
The book grew out of story hours that Villarosa conducted at Hue-Man Bookstore. One day, she said, she had a read a story to a group of middle school kids and was stumped about what to do next. So she asked if the group had any questions. One student wanted to know how she started the bookstore. "They were very surprised that I started the store, because they didn't know any African American business owners," Villarosa said.
In a kind of Socratic dialogue, she illustrated how she founded Hue-Man Bookstore. Villarosa: "I've decided to open a bookstore. What do I need?" Hands shot up and someone said, "You need books." Villarosa then explained how to get them, adding, "What else do I need?" Answer: "Money!" Then she told them how she acquired the necessary finances. Other questions had to do with advertising, marketing, staffing, computers, and more.
She repeated this exercise with others, and it became the story of how she started her business, which eventually became a story of how to start any business. Villarosa spoke on the subject at churches, then a manager at Chase suggested she come in to speak to bankers because so many people wanting to start a business approach the bank unprepared. This led her to conduct workshops, some sponsored by banks for their customers, at which people took copious notes. Several attendees suggested she write a book, "anything so they didn't have to write so much!" (Villarosa noted that she learned about how to conduct workshops when she taught at the old ABA Booksellers Schools, for which she went to train the trainer classes.).
Barbara Lowenstein, the woman who became her agent, also encouraged her to write a book. Villarosa responded: "I don't write books. I sell them!" Lowenstein suggested a memoir. Villarosa said, "Who's going to buy it besides my friends and family, and I'm not even sure about them!"
Villarosa wrote a proposal and two chapters. Penguin showed an interest, invited her down to meet her and signed her up three days later.
Of course, Villarosa knows much more than the average first-time author about the publishing process. "I have contacts," she said. "I know how to do a book signing, even though I've never been the author." For Down to Business, she is doing combined booksignings and workshops. This Thursday she'll make an appearance at the Hue-Man Bookstore in New York. Other events include an appearance at the Tattered Cover in Denver, as well as several banks in New York City. "I'll walk people through it and ask questions like, 'What kind of business you want to start?' On the spot, I can give information."
She was interviewed last week on WNYC's Brian Lehrer Show and hopes to be on other TV or radio shows. "It's not easy getting booked," she said. "But I think once people hear me, they'll recognize I have something to say and could be of value to listeners." We agree.--John Mutter