Entrepreneur Interview

What name should I call you?

My real name is Summer Hogan, but I also respond to Vicious, Vicious Summer or VS.

How old are you?

I'm 28.

When and how did you start your business?

I started Vicious Enterprises in 2003

What is your business called, and what does it do?

Vicious Enterprises is many things, but is best known for our online retail stores: ViciousStyle.com and LaLaLingerie.com.

What inspired you to do that?

I got fed up with working for "The Man". I work too hard to be paid an average salary, so when I hit the glass ceiling at a certain big corporation and there was no more room for growth, I decided that there has to be more to life then slaving away in a cubicle.

What makes your idea work?

Not all of my ideas actually work, but the ones that did paid off. I hold a very high standard and I think my customers appreciate that.

How much money is your business bringing in? Are there signifcant expenses associated with it?

Sales are in the mid six figure range. We spend little to no money on advertising and overhead is minimal. Although we are in the process of opening a new office in Puerto Rico and moving our San Diego office to a bigger location, so overhead will be a little more expensive in 2007.

How is your business marketed?

Internet marketing. Our websites fare pretty well in the major search engines. We also have many repeat customers and word-of-mouth referrals.

How much time is spent on your business? Do you employ help? How many, and what kind?

I spend way too much time working, but I don't really have to anymore. I'm just a workaholic. Yes, I employ worker bees for shipping, invoicing, customer service, etc. I'm also thinking of taking on a partner before the end of the year.

What are your long-term goals?

They change weekly, so consistent growth is all I'm concerned with. I hate it when things go stagnant.

Is there any advice you can offer to fellow aspiring entrepreneurs?

To succeed in any business you have to constantly learn new things, grow, adapt and work your ass off for at least a couple of years.