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2018 – A Look Backwards & Ahead


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I turned 57 in 2018 and, above all else, reaching this less-than-milestone age informed my year more than any other particular incident. Closer to 60 than 50, I began to see, with greater clarity than the year earlier, how my age was coming to define my life and my place in the world.

Take, as an example, my tech startup, Frugl, a website that curates daily deals from most of the leading providers such as Groupon, Living Social and Wowcher. I’d created the Frugl app in 2014, when I was 53, as an adventurous idea to help myself and others enjoy London’s culture on a budget spurred on by the rather naive belief that if I gathered enough users it would somehow become profitable. As someone who had always enjoyed hunting out fun and usually free events in London for the greater part of my life, I had witnessed, in the more recent past, how much harder it was to find them (especially as Time Out was no longer my go-to source). Four years later, having pivoted the business a number of times, burning through cash and experiencing more than my fair share of ageism and sexism, I realised:

a) with the benefit of hindsight, the original app would have made a great social enterprise (having learned this past year the difference between a social enterprise and for-profit business) seeing that Frugl had been championed and particularly popular amongst young people, often on low incomes;

b) that, generally, equity funded businesses (the ones you read about receiving large amounts of investment) are ones that solve clear, genuine technological problems and are easily scalable. In a bizarre twist, I did discover that in trying to build the latest iteration of Frugl, the one that I had hoped would feature all the deals, vouchers and sales across the UK, there was a genuine technological problem to be solved. The problem being, I just don’t have nearly enough cash to solve it and…

c) being an older woman working on a technology-based business isn’t much fun unless you enjoy the challenge of fighting the status quo 24/7 and

d) most companies that receive investments are fronted by young, white and middle-class men (see c).

Would I have embarked on this new career path having known all this back in 2014? Perhaps not. Did I regret the time I’d spent learning just how tough on women (especially) the sector can be? Maybe but, as a result, I’d met an investor, Yvonne Fuchs, that turned into a great friend and is now working with me on my social enterprise Advantages of Age, created in 2016 to challenge some of the biases I’d encountered through working on Frugl. So, in the end, there has been a silver lining (always there, if you look for it)! We’ve been discussing how we can redevelop the original Frugl app as a loyalty product with a bias towards helping those over 50 save money so watch this space!

If 2018 taught me anything it was to be resilient and flexible. My income stream, until quite recently, had been through generating PR for SMEs, diversified to such an extent that it made answering the question, “What do you do for a living?’” practically impossible to articulate in less than 10 minutes. I have become the very definition of a woman with a ‘portfolio career.’ Since then I’ve heard others in similar circumstances describe themselves as polymaths or renaissance people, both of which seem grandiose terms to describe what constitutes just keeping one’s head above water.

Here are a few of the things I have done this year to earn a living:

Rented out a room on AirBnB
Taught a business course for over 50s
Given talks at Soho House
Managed communications for a co-working space in South London
Sung bawdy blues at a club in Camden
Freelance writing
Been part of various focus groups

As a result, I managed to stay afloat while gaining a deeper perspective of the career challenges many over 50s are now facing as we move towards an ever more distant retirement. Never before have I had to take on so much work to earn so little.

Meanwhile, I’ve watched as friends and colleagues my age struggled with redundancy and unemployment.  This actually has allowed a handful to find purpose in their lives, many having previously defined who they were by what they did. The problem is – how to earn money from their passion. The past six months I’ve been trying, along with Yvonne, to figure out how to solve what is a genuine problem of how to keep over 50s in work, either by helping them to start a business or finding a job. It’s the one thing that keeps me up at night and I can’t say I’m anywhere close to cracking it yet! I’m looking forward to 2019 as the year where AofA can play a part in supporting over 50s to generate an income that aligns with their skills and passions.

Social media isn’t delivering results for my businesses like it did a year ago. Back in 2016, I invested in an internet marketing course with a ‘social media guru.’ I was naturally sceptical about a course that promised to deliver £10k a month in revenue within a year, and I quickly realised that the course was primarily aimed at those who wanted to coach or consult others and not the perfect fit for me. Word of warning – if you’re being sold a course that promises you £10k/month in revenue from the get-go, the likelihood is that you’re going to be learning how to create a course not dissimilar to the one you’re on that you can resell to others. Even so, my ‘guru’ did manage to deliver one killer piece of advice, ’start a Facebook group.’

I chucked in what little paid work I still had left and decided to spend 8 hours a day on Facebook building a community – called Advantages of Age – Baby Boomers & Beyond – of over 50s who, like myself, refused to give in to the media narrative around ageing. It now has over 3.5k members but with less active members than I expected or noticed a year ago. It may be that quite a few are lurkers, those that read but don’t post, but I suspect that the algorithms have changed and many users aren’t seeing the group posts. That makes reaching them difficult and figuring out how we can help them with some of the challenges they are facing, even more so. The more we can connect in other ways, whether it’s email or hosting events that bring our members together, the happier I will be. I fear that one day we’ll all be having to spend money using Facebook simply because we haven’t figured out how to communicate with each other in a convenient way! (Anyone who has any suggestions as to how to avoid this, I’m all ears).

The other social media channels aren’t as interactive for the over 50s community as Facebook and I’m reaching a point of wondering how to get back to stuff that happens in real life and not online. Part of this has been spurred by my renewed interest in singing, the biggest surprise, and delight of 2018.

In March 2018 I was given three singing lessons with a well known vocal coach and performer herself, Nikki Lamborn, as a present by one of my best friends and my two children. I’d been a jazz and session singer in my twenties as a sideline and missed performing in front of an audience. But, following menopause and over two decades of not singing, I’d moved from alto to more of a baritone. I couldn’t hit the notes I used to and singing along to the radio was painful for anyone without earshot. Nikki took me under her wing and, over 6 months, got my voice good enough to guest at one of her gigs where I sang three bawdy blues songs from the 1930s, my favourite era for music. This led to my own sold-out gig at the same venue, the Green Note in Camden. I’ve also been booked for two more shows and am even thinking about how I can work my set up into a one-hour history of the bawdy blues in time for the Edinburgh Festival!

I love singing now and my range is slowly coming back, thanks to lots and lots of practice. I love performing in front of others, seeing my friends in the audience and for it to be something which others are willing to pay for (maybe I’m a renaissance woman, after all). It has come as a complete shock to me that within such a short space of time, I have been able to get a show together and find a young and accomplished pianist who enjoys playing the dirty blues as much as I enjoy singing them. Nikki and her partner Been are even talking about writing a song for me and producing an EP! It’s a wonderful feeling to know that I haven’t lost my voice and a  brilliant way to wind up what has been an eventful year. If you’d told me a year ago, that I’d be ending the year with my own sold-out show, I
never would have believed you.

Finally, 2018 was the year that taught me never to give up on the idea of finding love. I got divorced back in 2001 and, since then, have been in and out of relationships, some good but mainly not so great. In between, I’ve tried most online dating sites, with varying degrees of success. Friends often said they admired my tenaciousness when it came to finding a partner but were also, I’m guessing, doubtful that I ever would. Then I met a man in March with whom I felt a genuine affinity and respect. My feelings for him have deepened over the past year. Like me, he has also spent over ten years online dating and neither of us are spring chickens. It’s very much a relationship of equals, not one where one person is trying to fix or save the other. We’re having a lovely time together and I’m looking forward to the year ahead with him.

I don’t like to plan too far ahead but I’m looking forward to spending more time with friends and family in 2019; as well as developing the work we’ve been doing at AofA into a clear, strategic plan that can see us become a truly sustainable enterprise by the end of the year; and working up my bawdy blues repertoire. My motto for next year is Think Big and that’s what I intend to do.

My Son and I as Writing Partners


1 Minute Read

‘Write a book with your son! Are you mad?’, was the common reaction of friends and also my parents, when I told them this was what I intended. My younger son Cato, (then in his 20s), and I had signed up with a publisher to write his first-person account of creating an entrepreneurial lifestyle. Alongside this there would be ideas, information, and case studies to inspire others. Though in truth I had not thought through what the reality might be, or the emotional implications.

His dad Olly and I had certainly been through the usual upheavals, stand-offs and misunderstandings through Cato’s years of growing up. But by the time he completed his biology degree and MSc in science communication, he and I had evolved an easy-going, caring relationship, and when we did hit heads-on over something we both reached for emotional intelligence tools and worked it out.

He also seemed set fair for a science career and Olly and I sighed with relief that he was likely to be well employed. We had not reckoned with our son going on an extended visit to Spain to do a TEFL course during a holiday break, and falling in love with a beautiful Sevillian woman. We grew very fond of the spirited Carolina when she came to stay and hoped she might come over to be with Cato, but no. Her teaching job comes with civil service privileges and a pension. She declared love for our son but she was not about to give up a hugely coveted job. A sound feminist she argued that she and Cato could split and she would have lost her livelihood.

So Cato decided he would up-sticks and move to Spain. Which meant abandoning his science career, with nothing obvious to replace it. Until he announced his intention to become an entrepreneur, and follow an ambition to compose music which had always been there, though put aside as science was so obviously more sensible. He was also experienced at making websites and began picking up work to take to Spain.

I won’t pretend his dad and I were overjoyed. We saw a load of pitfalls, and throwing up all for love was rather overblown romanticism wasn’t it? Oh yes, we panicked and sat Cato down, asking how realistic this radical ‘jumping ship’ really was. Nor was there much chance of a decent job in Spain, a country struggling with unemployment. But he was adamant he could create an entrepreneurial lifestyle, and that frankly this might be best as he was distinctly ill-fitted to structured office life. So it wasn’t a case of his dad and I instantly patting him on the back and saying ‘go forth young man’, and we upped our evening wine-consumption for the first anxious weeks after Cato had left home.

But in truth I did understand. I had pursued a way of life, in my youth, following dreams rather than common sense, very often. Like taking a job on an unreliable contract with a distinctly shifty bunch running a news agency because I thought the owners looked like the kind of journos you found in entertainment like ‘Deadline Midnight’. Giving up a solid job as a court reporter to do so. Or turning down the offer of a newsroom contract with the BBC when the offer of a job in Amsterdam came up, that sounded much more fun if less of a sound career move.

Fast forward seven years and Cato was settled in Seville with his girlfriend – now wife – and had built a successful life as an entrepreneur with three enterprises – scoring films and selling albums of the music he writes, constructing websites, and recording voiceovers for a huge range of clients. Having several income streams is the key to making this way of life succeed, he says, so if one ‘earning stream’ goes quiet the others, hopefully, will keep going. It is a modus operandi that works for Cato and he earns more in a year than I have ever done. He has developed a sharp business edge and shapes his substantial work hours around spending quality time with his wife Carolina and he is the happiest we have seen him. He is inclined to quote Milton Berle: ‘If opportunity doesn’t knock, build a door.’

On one of the fairly frequent work visits he made to London, we were discussing the direction he had taken his working life one day, and I asked if it had been the right thing to do. (With an uneasy feeling he had probably lost the chance of the career he had before, should he want it again). But no. Cato gave me the biggest smile and said hard work and insecure it might be, but he earned enough, had infinite variety and was in charge of who he worked for and what he did. No less important he could design the shape of his working life to spend a rewarding amount of time with his wife – and now there is a baby daughter too – and if it meant working into the night to compensate sometimes, so be it. ‘I am,’ he informed me very firmly, ‘…a Lifestyle Entrepreneur.’ Suddenly Cato’s way not only made sense but struck me as being very much a way of working for the future. A millennial‘s way to take charge of working life, at a time when there seemed less and less chance of that within traditional work.

Which is how I came to set about writing a book with Cato on how to be a lifestyle entrepreneur. Our enthusiastic publisher produced a contract which we signed, without pausing to think what it would mean to operate as co-authors. Not mother and son, with all the learned behaviour that relationship brings ie the hierarchy where I was the one whose life experience gave me (I assumed) the superiority I had through his growing years – right down to jokingly referring to myself as Mother Superior.

The first intimation that we would not be harmonious co-authors came with a meeting in the office and recording studio Cato has in the family home. I arrived with a box file overflowing documents, print-offs from the computer, article cuttings relating to the do-it-yourself way of earning and living, which I thought we could pore over, discussing and highlighting interesting bits. Cato looked horrified, recognising in that moment how very different our approaches would be. He summoned me to his computer and showed me a mind map he had constructed with our thesis as the centre point and coming off this a series of arms labelled with ideas for themes and chapters. There was clearly an implicit criticism. My Boy did not get that I find scribbled bits of paper piled around me, along with pens, books and post-its, stimulates creative thinking.

Cato has always been known as an easy going chap and he and I have had a largely laid-back relationship. But all that fell apart as we hit tensions, a couple of explosive rows and the panicky feeling that we might not get the book done. His voice became less than affectionate when I failed to grasp the technological stuff that is vital in the digital age, or understand it when he wrote about… SEO, landing pages, liquid layout, nesting. He was angry in a way I thought only parents were permitted to be to their young, when I screwed up on Dropbox and managed to wreck a document he had posted. A new one appeared marked ANGIE DO NOT TOUCH.

As I have spent long years interviewing people as a journalist I did a series of case studies, talking to people working as entrepreneurs in very different ways. Tensions ran higher as we struggled to get Cato’s voice, which is the essence of the book, correct. I found his writing too formal, he found my interventions a bit slick. We started off writing the first chapter together, then editing each others’

versions. A couple of fiery rows erupted (and Cato, an Aries, is stubborn by nature). There were a few ‘locked horns’ moments, but we worked out a system. Cato worked on the practical information – building online communities and markets, ways to get funding, the psychological issues you may encounter. And as Cato and I got into our stride something lovely happened. Our relationship really did move from the hierarchy of mother and son, into a co-operative partnership.

I now see that when Cato jumped ship from his employed job he had actually picked up the zeitgeist. Being a Lifestyle Entrepreneur, using your initiative to set up an enterprise based on your own interests, shaping work and family life as you choose, and being in charge of work decisions, is something an ever-increasing number of people are looking towards, at a time when the conventional workplace becomes ever less hospitable.

We delivered our manuscript as co-authors with an extra layer of emotional good stuff added to our relationship. And as I write this Olly and I are visiting Cato, Carolina and their baby daughter. Once he has finished the tune he is composing in the recording studio he has set up in his Spanish home, we will all go out for tapas. And never mind that just about everyone else will be back in their offices.

(Gibson Square) by Cato Hoeben and Angela Neustatter.

The authors will launch a website on being an entrepreneur later in the year. Anyone interested in receiving this please contact angelaneustatter@gmail.com

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