Artists' representative 411 Creatives needs to design a marketing strategy

Her former gift basket company, a children's clothing line and a handcrafted invitation business all offered top-quality products but fizzled because they couldn't sustain profits.

A legal documents copying service raked in the dough and grew to 14 employees, but Reese hated it because the work was dull and offered zero outlet for her creativity.

Almost seven years ago, she says, she hit on the perfect combination when she founded 411 Creatives with $300 and a home computer.

Today, her El Segundo firm represents almost two dozen freelance storyboard artists, character designers and matte painters, among others. She gets 20% of the sales from any work she lines up for them. Clients include advertising and film industry giants such as Young & Rubicam, Electronic Arts Inc. and Lucasfilm as well as National Geographic television.

Reese hired her first salesperson last year and recently moved the business out of her home. She just signed her first two deals to represent entire companies that specialize in creative work for film and advertising.

This year, Reese expects an 83% jump in sales over last year's level to $800,000. And that's just the beginning of the potential for growth she sees. She wants to add directors, production designers and commercial photographers to her stable of talent. That would allow her to provide complete creative teams for clients.

"We are not even scratching the surface," said Reese, 49.

Reese also wants to revamp her website, 411creatives.com, and create printed, four-color marketing materials. She knows she'll also need to put together a business plan that outlines how and why she will expand the business. As with most small-business owners, finding the time and money to accomplish her goals is a challenge.

Reese has expanded the company, which she founded with a since-departed partner, and reached profitability without taking on debt or investors. She's proud of her accomplishment but realizes it means limited cash flow to pay for growth strategies, including her goal to boost marketing.

She's paid for a postcard mailing, a database of potential client names and an industry directory listing.

More marketing, she believes, would help her overcome a recent slowing in sales momentum because of concerns about a possible Screen Actors Guild strike and the economy's malaise.