Toms River lawyer became an entrepreneur the hard way

Jennifer D. Armstrong runs her own law practice in Toms River.

When did you decide you wanted to be an entrepreneur?

Some think that starting your own business makes you an entrepreneur, but that isn't necessarily true. In October 2007 I started my law practice out of necessity. I had been working for a firm with no room for advancement and been thinking of starting my own practice for a while when I was suddenly downsized/laid off. The economy was changing and there were much fewer jobs for seasoned attorneys. Within two weeks and with less than $5,000 and guidance from some colleagues, I was able to establish my own law practice helping people with their family law issues. I had a few clients and did contract work for other attorneys at first and concentrated on building my own client base. After several years of focusing on my clients and the practice of law, I knew I wanted more and could help even more people if I stopped treating my practice like a law practice and started treating it like a business; it was then that I realized that I not only wanted to be but needed to be an entrepreneur. Since then I am focused on helping even more clients and growing the practice.

Were there any challenges that made you think twice about striking out on your own?

When I was working for my former firm I always felt that I would have my own business one day but fear of the unknown can be a powerful obstacle and it prevented me from realizing my own success. They don't teach you in law school how to run a business. There are no classes on bookkeeping, law firm management, leadership, marketing and sales.

If you could do it again, what would you do differently?

I would have made decisions much faster. I would have left my former firm sooner and taken the leap to start my own practice. I would have made the decision to treat my practice like a business sooner and I would have sought out business coaching sooner to help me learn all the things I didn't realize I didn't know about running and maintaining a successful business.

What’s the best business advice you have ever received?

A colleague once told me that our law offices are not bus stations; you don't have to take every client who comes in the door. Sometimes the best client is the one you don't take.

More: Shrewsbury lawyer knows the law; now he learns business

More: Women entrepreneurs shouldn’t fear bragging

What personality trait helps you the most?

Being type "A" with a touch of OCD is both a blessing and a curse. I can thoroughly analyze a client's legal issues and help prepare a strategy that best fits their unique situation and that works best for them and their family.

What’s the hardest part of the job?

Definitely handling all of the different personalities you encounter: clients, opposing counsel, judges, staff, vendors and others. You can't please everyone all the time and someone is bound to be disappointed. The key is to minimize that disappointment as much as possible and when you can't let that go, keep moving forward.

The easiest?

Meeting with potential clients. In divorce and family law, many clients find themselves going through the most stressful situations they will ever find themselves in. Being able to listen to their problems and offer reassurance is the first step to building trust and confidence with the potential client. As an attorney you want the potential client to know that you are there to provide them options and peace of mind.

More: Argentine woman created Toms River uniform business

More: Dad's MS inspired nurse to run Toms River caregiving business

What surprised you the most about running the business?

How much I would enjoy working on the business. There's always something that can be improved on, some new marketing idea to implement or new project to map out.

How would you like the business to grow and change?

I plan on adding an associate or two and additional staff so that we can help even more clients with their divorce and family law issues.

In one sentence, tell us why customers should go there.

We help people protect their assets before, during and after divorce.

What do you love about the community where your business is located?

Ocean County is full of hard-working individuals who are just trying to make a good living for themselves and their families. If I can ease their concerns, educate them and provide them options, then that's one less worry they have to have.

When you leave work, do you leave the office behind, or are you always in

contact?

As a family law attorney it is very difficult to turn your work off. You will find yourself thinking about your clients and how you can help them achieve a better future all the time. As an entrepreneur, when you are not thinking about your clients you are usually thinking about how you can improve some aspect of the business.

What do you do in your off time?

I make time to work on the business as opposed to in it. When I'm not working on the business, I enjoy taking time to be with friends and family. Traveling has always been a love of mine and I enjoy learning about other cultures as well as reading and cooking.

When you leave the business behind some day, what will you do?

When I finally sell my business I am hoping to spend time traveling and perhaps helping others learn how to grow and succeed in their business.

Small Business Spotlight runs Mondays. If you’re a small-business owner in Monmouth and Ocean counties interested in taking part in this Q&A, contact business producer Dennis P. Carmody at dcarmody@gannettnj.com.

JENNIFER D. ARMSTRONG LLC

Describe your business: I handle divorce, estate planning and probate and other legal issues.

Owner: Jennifer D. Armstrong

Location: 40 Bey Lea Road, Suite C 204, Toms River

Phone: 732-281-6000

Website: www.jdarmstronglaw.com

Hours: 9 a.m. to 6 p.m. weekdays

Founded: October 2007