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Last month, I did a Print Tip that kicked off a series about how to start your own print production business. I know that this recession is doing a number on print buyers. If you are currently laid off and having trouble landing a new position, consider going out on your own, even for a few months.

Keep in mind that I'm not talking about print brokers, but print production specialists. You have significant hands-on experience in the field, with a history of sourcing and overseeing a wide range of simple to complex print projects.

You've worked with different print manufacturers, as well as creatives, maybe premedia houses, photographers, mail houses, and paper mills or merchants. You schedule the work, manage it (and the manufacturers), make sure files are prepared accurately, coordinate everyone's schedule, oversee proof approvals, do press OKS, etc. Of the hundreds of buyers I know, most of them have this exact experience.

In Part 1, I covered two points: "Who Needs You?" (is there a market for your services), and "Know Your Network," which touches on the value of your network. Read that Print Tip in our archives at www.bostonprintbuyers.com/printtips-archives.html.

Deciding what topic would follow was tricky. Most people would have opted for the cold, hard business issues, such as billing, office equipment, business/marketing plans, and licensing or tax implications.

Not me. I want to touch on the personality traits you need. I've been on my own in business for 12 years. I've seen lots of entrepreneurs succeed - and lots more struggle, give up, and eventually take a job. They were talented individuals, but they weren't built for this business model.

So here, in my opinion, is a description of the type of person who's more likely to succeed at starting a solo print production business. These thoughts apply to lots of other fields; I'm sure of it.

You are driven to succeed.
Why start your own business if you're not that into it? This much I know: there's so much work involved, you don't want to go down this path if you don't have that "fire within" to overcome obstacles and make yourself (and your business) a success.

You believe in yourself 110%.
Sure, you have competition and always will, but you know you're as good as if not better than all of them. Without this drive propelling you forward in your goals, you'll get stuck, discouraged, and eventually walk away.

You have passion for your work.
I imagine it's difficult to go into business for yourself if you don't love your field. Passion will get you through the bad times. It's what fuels me, day in and out, year upon year. Start off wishy-washy about your business and pretty soon, you'll give up.

You are a good salesperson.
The work won't fall in your lap. You have to make it happen (more on that in another Tip). This requires determination, persistence, and a comfort in your ability to sell. If you don't have the personality to be able to sell yourself to prospects, you better rethink this plan. Can you get better at selling? Sure. By accident, or by training, or by experience. But if you're someone who's loathe to sell or too timid to try, and you don't plan on hiring a salesperson, it's not going to work.

You are a natural communicator.
Ideally, you write well and speak like a professional. You enjoy making small talk at business and social functions. Remember, as a small business owner, you are your best (and often, only) advertisement. You'll have to interact with lots of people in all sorts of situations.

You are self motivated.
You have no trouble setting goals, long- and short-term, and working toward them in an orderly fashion. You don't need to be managed by anyone else. Being captain of your own ship feels absolutely right.

You have lots of energy.
Don't listen to the clowns who say working for yourself is a breeze. It takes skill and effort and determination and a plan and networking and prospecting and writing proposals and reading and promoting and, jeez, I need a nap. Seriously, you need a deep reserve of energy to sustain you.

You are productive on a flexible schedule.
As a print production pro, you're used to this. When you're on your own, every day is different, only now it's because you organize your own time. Can you set your own schedule for work and maintain it? It all comes down to time management. I love this flexibility.

You have thick skin.
As a business owner, the buck stops with you. When problems arise, clients can get upset and you'll feel their pain. How will you handle conflict? How are you at dealing with volatile situations?

You consider yourself good company.
Presuming you work alone, you'll spend a lot of days all on your own. Does it suit you? Some folks need regular if not constant interaction with others. Are you one of them?

You know your strengths and your weaknesses.
To be honest, this took me years to figure out. Only now, looking in the rearview mirror, can I see where I should have gotten assistance instead of tackling some things by myself. Do this: take a sheet of paper, draw a line down the middle, list your business-related strengths on one side and your weaknesses on the other. Focus on the latter. Develop the needed skills yourself, over time, or get someone else to handle what you cannot.

This is enough to chew on for today. I hope it helps.