Smart strategies for the self-employed

Creative career advice for freelancers, artists and businesses, small and large

What I Do

Greetings! I specialize in helping people who don’t consider themselves “businesspeople” make the transition to self-employment and find success on their own terms. I do this through books, teaching and one-on-one coaching. If you’re wondering how to turn a skill or passion into a business — or how to up your game in freelancing or a business you’re already running — I can help.

Join My Email List

I send periodic emails with business tips, new podcast episodes AND special deals and discounts for my coaching services. If you enter your Zip code I’ll also send occasional announcements about location-specific events.

My Books

I’m the author of four books, all published by Nolo, a Berkeley-based publisher of DIY business and legal resources. Click each book image for more info and purchase links.

The Small Business Start-Up Kit

The Small Business Start-Up Kit

The Small Business Start-Up Kit for California

The Small Business Start-Up Kit for California

The Women’s Small Business Start-Up Kit

The Women’s Small Business Start-Up Kit

Starting & Building a Nonprofit

Starting & Building a Nonprofit

Coaching and Classes

I am an incorrigible problem-solver, and I love helping others strategize and figure out their best next moves. I offer a range of coaching services and workshops on self-employment and small business topics. While I have specific expertise in legal and communications issues, I often work with clients on big-picture goals and real-life challenges like staying motivated and handling anxiety and doubt. I’ve learned innumerable lessons along the path of being self-employed for 20+ years and I deeply enjoy sharing what I’ve learned with others.

Today was my last of four sessions with Peri Pakroo. I cannot say enough good things about my experience working with her! If you have questions concerning your business (big or small) or maybe just need a little objective perspective on your work, HIRE PERI.

Nancy ZastudilOwner, The Necessarian and Central Features Contemporary Art

Other Services

I am afflicted with a love of communications and addicted to publishing. I specialize in media development for clients in health care, legal and nonprofit fields. Contact me for work samples and/or to discuss your project.

Digital Media

Project management, developmental editing, technical/general writing, audio/video production, photography, graphic design.


Communications strategy development, social media management, media relations outreach.


Developmental editing, line editing, copyediting, proofreading, print/production management.


Editorial scope/guidelines development, audience analysis, writer management, digital and print production management, creative asset management.

My Juggle

Publishing & Media Creation18%
Author stuff13%
Coaching, Advising & Teaching12%
Mom stuff20%
Rocking Out11%
Political Rabblerousing6%
Staying Well10%

Fun Facts

  • I play music in a few bands including Peri & the FAQs and No Collusion.
  • I am addicted to thrifting, especially vintage books.
  • In 2013, when she was 6, my daughter was diagnosed with an evil blood disorder, aplastic anemia. Treatment and recovery took years. She finally stopped taking medication in 2017 and while our family is still regaining our bearings, she’s doing great. 🙂
  • My favorite holiday is No Rooz — Persian New Year — which is celebrated on the first day of Spring.
Peri and the FAQs
Peri & the FAQs, L-R: Benjamin Jones, Peri, Teresa Esguerra, Carol Scott, Stue Trory
Years Self-Employed
Unread Emails
Area Code

Questions? Lay 'em on me.

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Header photo by Jesse Littlebird.