Conversations with Sarah Schumacher

Today we’d like to introduce you to Sarah Schumacher. 

Sarah, we appreciate you taking the time to share your story with us today. Where does your story begin?
When I chose to focus my career on design I started working as a designer and pre-press tech in small print shops, where I noticed a disconnect between printers, customers, and designers. I started cyclone press to solve that problem: design with the end process in mind, educate clients on what they need and why then manage print production so they don’t have to. 

Solid branding was the foundation, so after delivering logos and business cards, clients started asking if I could build their websites too. I’d built websites for cyclone press, a couple one-off projects, and I was experimenting more with WordPress, so it was a natural addition. (Fun fact: the first website I ever built was actually in high school – a basic HTML site to share my guitar chord charts. Yes, I’ve always been a nerd). 

As I built more websites and refined my processes (and heard one too many clients’ horror stories), I decided to pivot cyclone press into a website design agency. The core mission–to simplify brand management for small business owners–has never changed, but I applied it to websites. This means we do more than just design: we will register your domain names, set up branded email accounts, host the websites we build, provide maintenance and ongoing support. Entrepreneurs don’t start businesses so they can edit and update a website. Fortunately, we did. 

We still print business cards, but otherwise, it’s all websites, marketing, and a lot of consulting (the bulk of our clients are solopreneurs and startups: I love being a sounding board to bring their ideas to life). 

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
In the early years (~2007) I was working full time, taking evening classes, and getting unsolicited requests for design and print work. So, I threw together a “brand,” registered a company name, and started freelancing in the evenings with whatever random work came my way. 

There came a point where I had to define my services by what I wanted to do, not by what happened to come in. There are two dimensions to this: what you offer, and who you’re offering it to. I chose to focus on branding for small businesses. Since then, I’ve further niched down to websites for solopreneurs and startups. 

Defining your ideal customer might be one of the first things you’re supposed to do, but for many business owners, things don’t start out that intentionally. It’s important to ask these kinds of questions as your business grows, but it’s even more important to just start. Some things you can only learn by doing. 

Appreciate you sharing that. What else should we know about what you do?
At cyclonepress.com, I focus on solopreneurs and startups because they have a lot of questions and need more support. I enjoy consulting and client education on all things business and tech, so I’ll spend the extra time to make sure everything is clear, including the importance of repeatable processes (I love working in automation and website integrations whenever possible). In these discussions, it often comes up that the client is intimidated by technology, has a recurring issue with their calendar, or is constantly frustrated by lost passwords. 

Over the years I’ve ended up doing 1:1 tech coaching with these clients, so in January 2021 I spun that service off into a separate business, First Pixels Tech (https://www.firstpixels.tech). I offer one-off or ongoing tech coaching sessions, process consulting and software setup, I write occasional how-to articles, and I plan to do online courses in the future because my time is finite (and already very full, clearly). First Pixels is a unique fusion of me as entrepreneur and Apple tech nerd. 

I’m also in the process of building a tech product with a business partner, but the details are under wraps for now. Part of the reason I love focusing on entrepreneurs is because I live in this same space myself – forever building and growing new and existing businesses. If you aren’t plugged in yet, the entrepreneur community in Kansas City is pretty fantastic. 

As someone who does creative work, it’s also important to have side projects that are purely for fun or experimentation. I’m a mixed media artist and writer, so after I squeeze in a studio session, I’ll document the final painting (or essay) on my personal website, https://www.sarahschumacher.art. After spending all day in front of a computer screen, it becomes even more important to do something with my hands – manipulating tangible objects in physical space. Making time for that and my unending love of reading is a constant exercise in time blocking, but it’s absolutely worth it. 

Creating personal space is one of the things I’m most proud of, as it’s taken years to build these habits. If you’re an entrepreneur reading this, know that client work will never end – set aside time to take care of yourself and your own interests anyway. It matters (and will actually make you a better entrepreneur, and human). I’m particularly proud of including my son in my studio practice, modeling the importance of self-care, and making art for the love of it. We’ve collaborated on paintings since he was born, and it’s challenging to strike the right balance between directing without controlling too much. We’ve created some really cool pieces together, and it’s a testament to making space while holding it loosely. 

Is there anyone you’d like to thank or give credit to?
My husband is hugely supportive, in general by being encouraging and interested in what I’m working on, and specifically by taking care of the kid and managing home tasks on his days off (my workdays). He also recognizes my introvert requirement of personal space/studio time and the occasional empty house, which I’m forever thankful for (as well as his shared passion for local KC coffeeshops, to which I also owe a debt of gratitude). 

My good friend Jeremy Walla is an incredible artist with the finest critiquing design eye of anyone I know. Back in college, he happened to be teaching an art class when I needed an elective. Something in that class sparked the obvious-in-hindsight epiphany that I should be a designer, which kicked off my entire career trajectory. I have him to thank for that. 

An honorary mention needs to go to the Kauffman Foundation’s FastTrac courses and their continued support of the Kansas City entrepreneur community through 1 million Cups and many other things. I’m a big fan of what they do. 

Many thanks to every client who has ever referred someone to me. My business has always been driven entirely by referrals, and I’m forever grateful for the chance to help you start, build, and refine your businesses. 

Contact Info:

• Email: [email protected]
• Website: https://cyclonepress.com
• Instagram: https://www.instagram.com/cyclonepress/
• Facebook: https://www.facebook.com/cyclonepress/
• Twitter: https://www.twitter.com/smschumacher
• Other: https://www.sarahschumacher.art

Image Credits
Jessica Roark
Sarah Schumacher