I spent the first decade of my career in the advertising and public relations agency world. And during that time a very wise man gave me advice I've never forgotten.

He told me that my role as an account executive was to "manage the client's expectations." In other words, an effective AE knew how to discuss a project with a client, convey its many components to the agency's staff, present the estimate for said project, and then coordinate the approved project with the client from start to finish, all while managing the client's expectations. This was the best way to ensure that client and agency were on the same page throughout the process and everyone was anticipating the same outcome.

Now I am faced with managing my own expectations when it comes to starting my business, Blabbermouth Communications. It's not like I expected my little one-woman PR and marketing consulting firm to take off overnight. I realize there has to be a growing period in the beginning spent networking, getting the word out, developing relationships, writing proposals, etc. But that doesn't mean I'm not anxious for those first few clients to sign on the dotted line and really make it happen.

I feel like I need to get two or three clients on board in order to validate my new business, whether they are one-time projects or monthly retainers. I've gotten the impression that some people won't see Blabbermouth as being legitimate until some businesses or companies in the Lehigh Valley that they have heard of sign up with me. Only then is it okay for them to follow suit.

I've also been told that developing a formal business plan no matter how small or large I want my firm to get is a good idea. Apparently it will offer me the guidelines from which to manage the business and its future growth, not to mention my own expectations. And since it's a "live" document, it's open for revisions and changes as the business develops, which I like.

So my question for all of you who currently own a business or have done so in the past is how do you manage your expectations for your business's development and growth?

Do you just try to be optimistic and roll with the punches as they come? Or do you try to be realistic by preparing yourself for the inevitable dry spells? And how long do you think is a reasonable time frame to expect before your business really takes off? 3-6 months? Longer?

I'm interested in your input.

Tracey Werner is owner of Blabbermouth Communications, a marketing and public relations consulting firm based in Easton. It also offers social media marketing and copy writing services. http://www.blabbermouthcommunications/. She writes a blog called Blabbermouth Missives about starting up her business, as well as trends in marketing, public relations and social media. http://www.blabbermouthmissives.blogspot.com/ Born and raised in Allentown, she is a true Lehigh Valley girl having lived and worked in each of the region's three cities. You can also follow her on Twitter - @blabbermouthcom.