She started her forum on UIGEA day . . .
and she’s still here to tell about it!
Full Name: Cheryle Shepstone
Current Hometown: Meaford ON, Canada
Age: 28
Favorite food: Italian
How did you learn about the online gaming industry?
I started as a player. I found a great community of Canadian players and met some really cool people who loved poker as much as I did. It wasn't until I decided to start my own site that I found the affiliate forums and really became excited at the endless possibilities that this industry provides. I had no idea of what I was up against or even where to begin, but knew that this was something I really wanted to do and learn as much as possible about. The affiliate forums have provided this for me and have given me some great insight and goals.
What about the industry interests you?
Absolutely everything about this industry interests me from start to finish. The affiliates I have met who are some of the most remarkable people I have had the opportunity of knowing. I never expected to build some of the relationships I have. My affiliate managers are amazing. They go above and beyond what you would expect them to do to see an affiliate become successful. I am constantly learning about
SEO, marketing, and all the aspects that are involved and I want to continue to learn as much as possible.
I have so much respect for everyone in this industry, whether they are a one-person operation or a massive network of employees, each and every one of them deserves a huge amount of credit for having the drive and ambition to do this, let alone the amount of work that goes into it. I had no idea when I started this what I was up against or even how much work or how many sleepless nights I would be putting in. I am amazed at the endless possibilities that are there if you put the effort forward. I have yet to have a day where I feel like this is a chore. It's exciting, it's a challenge and I have enjoyed every part of the process.
I have found some great mentors to whom I will always be grateful for taking the time to show me, and teach me what they know. It's because of them that things are less complicated, and I am now seeing the light at the end of the tunnel and am confident to go ahead with another site that I have plans for.
You're an avid poker player and have focused on poker for your sites. Can you tell us how you first got into poker and what attracted you to the game?
I love the game. It doesn't matter where I play, online, the casino or even a home tournament, I enjoy every part of it. I started playing online about two years ago and really it was basically for fun back then until I came across a poker forum specifically for Canadians. I ended up playing one of their league games at Titan and just enjoyed the social aspect of their game. They were very friendly and outgoing and saying they were competitive is an understatement. This is where I would say my actual interests in the game started. The community was so involved in the game itself that it was always a learning curve. Yes, you had people complaining about losses and such, but the regular members were more into learning and improving as well as helping each other build upon their own games. This is when my whole perception of playing changed. It wasn't about just playing for fun anymore; it was about learning to improve. I love challenges and learning, and that is what poker is for me.
When and why did you decide to become an affiliate?
It's really ironic: I started my forum the day that the UIGEA was passed...I know – great timing. I ended up moving on from a forum that I was part of because I had seen areas where there was room for improvement and wanted to do this. It wasn't about making money or any of that at the time; it was a hobby. I thought I would take what I felt was missing and build upon it. I found PAW one day while searching for affiliate information and through them joined the GPWA. Both of these forums have provided me with more guidance and the possibility of endless opportunities than I could have imagined. The forums have a community of people who are literally in direct competition with each other and yet they will always lend a hand to another affiliate without wanting something in return. How often do you see this in the working world?
What do your friends and family think about your new line of business?
At first they really didn't understand, especially my husband. I really do think he thought this was going to be just a phase and all. Now that he is seeing the progress I have made he is more open to the concept and is excited for me.
How do you balance family life with running a portal?
This has been one of the more persistent difficulties I have had. When I first started I spent a lot of time trying to learn as much as I could and as fast as I could. I knew nothing about this business so it took me a lot longer to learn what I have, and of course a lot of trial and error. I think you have to find a middle ground if you are planning on taking this seriously. Very easily you can put too much into that it can affect your family time. In the beginning my husband was not overly thrilled with the entire process and to be honest he disliked it completely. Over time it has grown on him and he is seeing the goals that I am aiming for. I do most of my work late at night and it will usually stretch into the wee hours of the morning, freeing up family time during the evenings.
What were the most difficult challenges for you as a new arrival into the industry? And how did you meet them?
I was inexperienced in every sense of the term. I am your typical new person who thought this was easy and literally jumped in with both feet and huge expectations. I thought I could have a free hosted forum and people would come endlessly. Well, that didn't happen obviously, and after hearing some much needed truth, however critical it was, I ended up purchasing a domain and started a "real" website. I made three attempts at designing my own site, which consumed way too much of my time trying to figure out how to correct all the errors, and again through more advice finally bit the bullet and hired a designer. I have had to learn the hard way through a lot of mistakes and errors. I think everything I have been able to accomplish thus far has been through asking a lot of questions, researching as much as I can about a topic and keeping an open mind. The forums have been a huge help for me and I honestly don't think I would have been able to do this without them.
What is currently the most difficult part of your work? And why?
It's still a lot of trial and error, which can be frustrating some days. I have to keep reminding myself I need to be patient. I can't expect to see changes or success overnight. I think the waiting period to see if what I have done has made any difference is a challenge for me. I am one of the most impatient people there is when it comes to waiting on something. I like to see results now and having to sit back and watch is easier said than done.
How has the GPWA helped you as an affiliate?
The GPWA has helped me to want to become a better affiliate, to succeed and accomplish this. One of the things I really respect about the GPWA is the high regard they have for quality websites. It's not about being picky, but more about wanting affiliates to learn how to create a site that they can be proud of and that they can respect themselves with how they manage their business. The members in the community are great. To have a group of people to fall back on when things are not going well, and offer advice to try to help you meet your goals when they don't have to. There is a particular thread I read recently in the forum which had me in tears, and it was because the members of this community would do anything they can to help a fellow affiliate during a difficult time. There really are no words to describe how remarkable some of these people are.
How long did it take for you to start earning money?
I have just recently over the last couple of months started to see income from the new site as well as traffic increase. I remember a post on one of the forums from a new person posing that very question to all the veterans, and the response was basically the same as my results. I didn't believe it back than as I am sure most new affiliates don't. All the work and learning I have done over the last six months is now starting to show and I am excited again. I can’t wait to see where I am in the next six months. Now that I have seen this I have realistic goals for my new site and a plan on how to achieve them.
What advice can you offer people who are just starting up in the industry?
I could write a two-page article on what not to do. I think that I have made every mistake possible that an affiliate could make. Patience, perseverance and hard work are an absolute must. I have wanted to quit. I have had my fair share of disappointments, failures and will probably see a lot more before I am where I want to be, but I am willing to learn from them.
Join the forums that are there for you. Even if you’re reluctant to post questions there is an abundance of information in the threads to help you. Pay attention to what everyone is talking about, and if someone offers advice that is credible keep your mind open to it. I also think you need to set realistic goals for yourself. I wanted too much too soon, and without a plan on how to go about it, you’re setting yourself up for failure. If you’re able to find a mentor who will take you under his or her wing and teach you how to grow as an affiliate, really listen and appreciate the effort.
What was your favorite subject in school? And why was it your favorite subject?
Math was always my strongest subject but it became my favorite class because of the teacher. He was the typical stereotype math teacher but he had a way of really making you think beyond your limits. That was his point in every lesson: always be open minded to new concepts.
If you weren't working in online gaming right now, what would you be doing?
I haven’t quit what I was doing before I started this. During the day I take care of my husband’s uncle, who has a disability. I don't think I will ever stop as it is a true blessing in its own, and if I could work with children with special needs I would. I find it rewarding and very much fulfilling. It is because of this that my children are accepting of all people, which is a gift to have. They see people who are physically disabled and you can tell by the way they interact with them that there is no difference in their eyes. Everyone is equal. I find it remarkable that children can learn to be so accepting and nonjudgmental.
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Editor's Note: This interview was conducted in September 2007, at which time Cheryle ran PokerRiverOnline.com. She has since sold that site and launched a new poker portal, BonusInternetPoker.com.]