Today we’d like to introduce you to Ash Hoffman.
Hi Ash, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Lost The Plot was founded out of a desire to bring people together through the power of books and storytelling.
Growing up, I’ve been an avid reader and writer for most of my life. I wrote my first “novella” in 8th grade – a story about a girl who finds an old dusty magical book in an abandoned attic and gets transported away into a magical land where she must defeat three dragons on her own in order to return to the real world – and have written on and off throughout my life. Between that and my near-constant reading, books have had a huge impact on who I am today.
I knew at a young age that I wanted to own a business. I’m the daughter of entrepreneurs, and that was always something I saw myself doing. Yet, the concept of the business itself always alluded me, so for the next nearly decade, I went into marketing, deciding, for a time, to put aside my dreams of owning a business as I worked to help other small businesses grow theirs.
After a time, however, I got severely burnt out and felt as though something was missing. It took years of reflection to realize this was not the path I was meant to go down, and that I had, in fact, lost the plot. At the same time, I was co-hosting events around the Greater Seattle area called Creative Connect Seattle. These were low-format, no-agenda type meetups where we partnered with local bars & coworking spaces to bring creatives from all around the city together to build community. It fizzled out right before COVID hit, but I knew from that time on that whatever path I ended up choosing, I wanted to bring people together.
I left my job at a local marketing agency in the summer of 2021, which was the peak of the pandemic. By that time, I’d hit a wall, and, with the support of my husband, decided to take some time to reconfigure my life. I took a couple of years trying out a few side quests, from bartending to streaming video games on Twitch and YouTube, while at the same time figuring out my next step in life.
And then the elections happened. By then, I had already spent over a decade working on deconstructing the misogynist white Christian nationalist upbringing I’d had, and I felt as though everything I worked (and am still continuing to work) through was coming to a head. I knew I had to do something. I’m a priveleged cis white woman, and there’s no excuses for me to hang back.
As I mentioned before, reading books is a huge reason why I am the way I am today. Even from a young age, I started reading more diversely, and this was instrumental to my personal development. I firmly believe that books are one of the most effective tools for building empathy across diverse backgrounds – especially in an age where algorithms promote extremism and divisive beliefs. Books open pathways to question assumptions and understand different perspectives. Getting diverse books into people’s hands is one of my forms of protest against the current social divisions and systems of oppression. It’s not the only way, and neither is it a fast-acting way, but I do believe the more diverse books people read, the better our world can become.
All of this led to my decision to start a bookstore that focuses on adult fiction by underrepresented voices. Why a mobile version? Well, at first, it was because I couldn’t decide on a location, and honestly, renting a space for a brick & mortar right off the bat felt way too intimidating. But as I did more research, I realized that not only does starting as mobile allow me a more flexible schedule and to try out different cities & neighborhoods, but it’s also an amazing format to build connections with other local businesses that I partner with.
Now, over a year after I initially started the business and nearly six months since completing the mobile bookstore buildout, we’re at a point where I’m doing around 3-4 pop-ups a week, on average, around Everett, Seattle, Tacoma, Redmond, and everywhere in between. We have built so many valuable relationships with other small businesses, and our community is growing every day. We’ve also hosted 50+ community-focused events, including book swaps and tattoo nights, where people have come away with both new friendships and new books. And I still feel like we’re only getting started.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Oh, absolutely not. As cliche as it sounds, honestly one of the biggest hurdles was my own mind, and the near-enveloping fear I felt (and still feel) on a daily basis. As someone who was diagnosed with both a panic disorder and depression about 13 years ago, my base level for fear was already high as it was.
There are days where it suddenly hits me like a brick wall, and it feels as though everything inside me is screaming at me to stop, to shut it all down and hide in the safety of a steady 9-5 job and just give it all up. Those are some of the hardest days, and it takes everything inside me to acknowledge that fear for trying to keep me safe and to gently shut it down.
Besides that, there have been other, more tactile, struggles. Finding the right truck for the bookstore, for example, was a whole journey in and of itself. I scoured the internet for weeks, sometimes feeling like I would never find the right vehicle. Being in Seattle, I knew I wanted a step van because it would be something people could walk into and shop, even in the rainy season (so 10 months of the year). But finding one that was in good condition was a challenge.
Other things like designing the interior, finding someone to build out the interior, and figuring out the logistics behind where to park and how to make this all work were some of the other roadblocks along the way too. Plus, there are things like making sure everything is strapped down just right, because with the condition of some of the roads around here, one wrong turn and everything can (and has) gone flying.
Like any other small business, there are countless struggles that I could go on about. On the surface, I’m working a dream job. Not only do I own a bookstore – an understandably common dream among us millennials – but it’s a cute little mobile bookstore just like that game, Tiny Bookshop. And don’t get me wrong: most days I do absolutely love it. But like most things, there’s also so much that goes on behind the scenes that people don’t always get a chance to see, and it’s a lot of long days (12+ hours almost every day, even on days I’m not popped up), high-stress situations, and lots of bumps along the road (pun intended). But I also wouldn’t trade it for the world; at least not any time in the near future.
Alright, so let’s switch gears a bit and talk business. What should we know?
Lost The Plot is a mobile bookstore that sells new & used adult fiction, prioritizing stories by and about underrepresented voices. Nearly all of our books are written by women, BIPOC, LBGTQIA+, and/or disabled authors (with an emphasis on the latter three).
In addition to traditionally published books, you’ll also find a great selection of indie authors, many of which are local to the Pacific Northwest. We’re proud to be located in an area so full of incredible voices and stories!
We operate out of a charming converted step van (think food truck or package delivery vehicle) that opens up into a mini bookstore!
Our mission goes beyond selling books.
While we are passionate about putting books by diverse voices in the hands (and shelves) of readers, our goal is also to build community, no matter where we go. In addition to pop-ups & our presence at local markets, you’ll find events like book swaps, author events, craft nights, and unique experiences (like a smut & seduction soiree at our local pole studio!)
So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
Find an upcoming pop-up near you at https://www.losttheplotbooks.com/schedule
Or shop our selection online at https://shop.losttheplotbooks.com/ or through our Bookshop.org affiliate page https://bookshop.org/shop/losttheplotbooks
Alternatively, you can become a member for a monthly fee to help us grow our events programs and keep us trucking along at https://withfriends.co/movement/Lost_The_Plot
Contact Info:
- Website: https://www.losttheplotbooks.com/
- Instagram: https://www.instagram.com/losttheplotbooks
