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Meet Angelica Dix of Dixco Life & Home Organizing

Today we’d like to introduce you to Angelica Dix.

Hi Angelica, so excited to have you with us today. What can you tell us about your story?
The Dixco story truthfully began in 2004 when I abruptly quit my corporate job. I was a workaholic and the breadwinner of my family, but my burnout turned into an awakening that made me quit not to find a more fulfilling job but to find fulfillment in my life. My husband supported this transition in our lives, and I was thankfully able to find that fulfillment through being a stay-at-home mother for my daughters. I was able to enjoy this fulfillment for about four years, and then I had my son, and financial realities began to hit our family. I was without a career plan, and this reality began to demand a plan. Although the financial struggles we experienced were very hard, I knew it was worth it because I wouldn’t trade that time I had with my children for anything in the world. However, I knew it was time that I needed to begin creating an income, and luckily the kids were a bit older. In that time with my children, I grew into a newer version of myself, one that had to demand the same fulfillment in whatever I was going to do next. Although I considered it, I knew it couldn’t be another corporate job.

It was at that time that I began to watch “Tidying Up with Marie Kondo” on Netflix. I loved the show and instantly started implementing her techniques in my home, folding my wardrobe exactly as she instructed. There was a moment when something sparked, and I called my husband and said, “I realize what I want to be when I grow up…a home organizer.” I knew if anyone could do it, it was me. I had the work ethic and always dreamed of being my own boss. The drive was there, and I went all in.

One of the first things I did was create a Facebook page. I anticipated that once I hit that launch button, then BOOM – it would all get going, clients would come in, and I would get likes and shares, but that was not the case. I truly felt shocked and discouraged. Luckily, I held onto my momentum, and little by little, it happened.

My first client was from Facebook. She had posted in a local group seeking help organizing her home, and someone referred her to me. At that time, I had no child care, but thankfully my neighbor was able to help provide that for my first couple of sessions. I charged very little since it was my first time getting this opportunity, but this turned out to be one of my most meaningful clients. She was so ideal – the consultation and process went exactly as I had hoped. She even homeschooled her children, and eventually, it worked out for me to bring my kids to play with hers while we worked.

After that, the client began referring other people to me, and I started posting to different Facebook groups. There was about a year of finding a few practice clients that slowly provided some income, and then I posted to Thumbtack. Thumbtack is an app that essentially connects homeowners to contractors, and, at the time, it was a newer platform. I really happened to be at the right place at the right time. I was one of the first organizers on there, and those who were on there had little to no reviews. My husband coached me on selling, and I began to really focus on learning the selling process. This is where another spark happened. I was selling a package that other organizers just didn’t offer. I offered bulk hours of work on an entire home and in-depth, one-on-one consultations that connected me to the client and their home. I began to generate reviews which put me at the top on Thumbtack, which helped me continue to grow and create clients. I thrived for a few years, and eventually, I was so busy that I began to need help. Someone reached out to me on Instagram who was searching for a job, and what became a two-person crew grew to many more employees. And this is where we are today.

Right now, it’s time for me to continue taking my business seriously and learn much-needed new skills, like marketing. I anticipate this need to learn new skills never ends, but that is a journey of an entrepreneur.

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?
All along the way, there were constant challenges. As an entrepreneur, you have to be willing to put yourself out there authentically. It can be excruciatingly painful to put your most authentic self out there and then get rejected and denied left and right. There will always be people who do not understand you or what you are trying to do, and learning this early on was very painful. Then there are the challenges of the how-tos, the skills needed to be a successful entrepreneur. You have to constantly want to learn because the work will demand it.

Early on, in that first year, the lack of success on Facebook almost made me look for another job. There was not enough privilege in my life at that time to let me skip those fears of reality and consider settling for something out of necessity. But nothing beats that high of success – to have your authenticity be accepted, valued, and sought after. The mindset to chase fulfillment saved me, and once I experienced my successes, it continued to fuel me, and it made everything worth it.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
We help you get and stay organized.

Organizing is only the metaphor for organizing your life.

Can you talk to us a bit about the role of luck?
Everyone always talks about luck being an element involved in success, but I really believe that luck is being ready for the opportunity. There is opportunity everywhere, and every day there are new opportunities. It is truly just a matter of being willing to find, accept, and begin those opportunities.

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