Once again this year, /’sas∙s’ē/ agency is celebrating Small Women’s Business Month. We begin by weaving our own small business tale into some recently released statistics.
Both mothers who needed and wanted flexibility with our work schedules, Julie Schumacher and I, Cari Shane, started /’sas∙s’ē/ agency in 2011. We took a combined 5-decades of professional experience and creatively used our backgrounds in traditional marketing and public relations, marrying our knowledge with the new and powerful social media platform, to create a 21st century business model. We’re brainstormers, and we’re/’sas∙s’ē/ and we’re sassy.
The road to our success – as it’s been for so many other small businesswomen – has not always been smooth; but it has been worth the effort, as it has for the 9.1 million women-owned businesses employing nearly 7.9 million workers and generating more than $1.4 trillion in revenue, according to the U.S. Census Bureau. A new report commissioned by American Express and released earlier this year, The State of Women-Owned Business Report shows that in the United States between 1997 and 2014 there has been a net increase of 591 women owned firms each day — including 714 per day from 2002-2007, 506 per day over the past seven years and fully 1288 per day over the past year. With information provided by the Economic Census Brand of the Company Statistics Division of the US Census Bureau, the report says that the Greater D.C. area — our boutique agency’s hub — is ripe with female entrepreneurs: “States with the fasted growth in the number, employment and revenues of women owned firms since 1997 are North Dakota, Washington, D.C., Nevada, Arizona Georgia, Wyoming, Virginia, Maryland, Texas and Utah.” We are proud to be part of this growth.
And we have different perspectives on what it was like to “get here.” We’ll begin with /’sas∙s’ē/ principal Julie Schumacher who, when she started in her field of marketing and sales was working in a highly male-centric field.
Julie pursued a career is sales and marketing in an era when companies were just bringing women into the workforce. The barriers were real. For Julie, achieving recognition and promotion was a key goal and a formidable one; so, “I said to myself, let the challenge begin. I have always had a strong work ethic and I believe in the three P’s: perseverance, patience and persistence.” Julie’s tenacity “paid off” as she brainstormed “out of the box” concepts: with preceptorships, she found ways for respected physicians to educate her; she created patient educational seminars (providing educational work shops for patients); designed and developed pilot programs in disease management and “hands-on” differential diagnosis workshops. Julie made herself a resource to the medical community. She became award winning.
Julie’s corporate philosophy, which guided her own career, remains the hallmark of her strategy for /’sas∙s’ē/’s clients: develop relationships, define goals, understand needs, implement action items and create a win-win scenario for all parties by generating revenue and providing a need for your service/product.
In celebration of Women’s Small Business Month, Julie answered some questions that can help guide other women in pursuit of their own business goals.
1) Why did you decide to start/purchase your business?
I am passionate about supporting businesses and, as a consultant, achieving goals for my clients. I found small- to medium-sized businesses have limited resources for marketing, sales, communications and social media. I have always been an out-side-of-the-box thinker. So, I designed a model that integrated Marketing, PR, Social Media and business development into a strategic marketing plan to promote products and/or services and ensure growth and profitability.
2) What has the experience been like? Have you ever owned a business before?
I have worked independently as a Senior Director and Project Director which have provided me the opportunity to manage operations, promote fiscal responsibility, provide marketing/sales analysis and business development (ROI, growth and sustainability). These experiences have given me the confidence and expertise to own and manage my own business successfully. That said, I have never owned my own business prior to /’sas∙s’ē/.
3) What does being an American Business Woman mean to you?
I have enjoyed watching the transitions in the work force. One of my greatest mentors was a woman who instilled in me the importance of professionalism, trust, and value. I have worked enthusiastically throughout my career and am very proud to be principal of a women-owned business.
4) Do you believe that you are setting an example for your daughter/girls?
I believe in “setting an example” period. Whether it is for your daughter, or in my case sons, it’s important to show the next generation of business owners that a strong work ethic combined with patience, persistence and perseverance are instrumental for success.
5) Has owning your own business enabled you to “have it all,” a family and work?
Owning my own business has enabled me to have “fun” working and has given me the opportunity to be able to balance family, work and lifestyle. It is a constant juggle of multi-tasking but extremely rewarding.
6) Can you give some details about the path that led you to business ownership?
A career path is an interesting journey. If you have confidence, are self- motivated, knowledgeable, passionate and compassionate then you can create your own, exciting professional path. My path was shaped by great professionals, interesting and educational work experiences and my own personal interests. I am fortunate that I enjoy working with people and interacting with my clients. At this time in my life, I am able to create a business model that works for businesses to achieve goals and provides me with opportunity to be creative, strategic and goal focused. It’s a win-win scenario.
6) Do you have any advice for women who may want to own their own business one day?
Follow your dreams. Do what you know. Keep up the stamina. The opportunities are endless. Here’s how to start:
Rebranding/branding your name and your business
CONTINUITY WITH BUSINESS NAME & DOMAIN
- Make sure the domain is available (at a hosting site such as Go Daddy)
- Secure domain derivatives: (e.g.www.xoxoxo.com/.org/.net/.biz; www.oxoxox.com)
- Buy domain
CREATE A BRAND
- Logo: Visual expression of your company (the image of your company that you want to convey)keep in mind: Target Markets, Differentiation, Authenticity, Corporate Goals
- Tagline: Verbal expression of your company, summing up the product or service you offer and building trust while inciting customers to buy
- Mission: An all-encompassing statement that explains your commitment to your customer.
- Messaging: speak to your audience and differentiate your business
Create a website or landing page for your business
WEBSITE: Design and develop an interactive marketing tool with a call to action
Create a strategic marketing matrix
MARKETING PLAN (business cards, website, collateral)
- Design/create marketing collateral materials that you really need (Business Cards, etc.)
- Develop a year-long strategic plan incorporating a calendar of events and action items (blogs, e-blasts, speaking engagements, networking events, etc.)
- Take into consideration your sales cycle for your product or service
PUBLIC RELATIONS PLATFORM
Define your stories by creating angles that get the media’s attention employing the following:
- Amaze them — make them say,“Wow!”
- Grab their attention/turn them on — make it sexy
- Hit them in the wallet — tell them how to save money
- Human interest — emotion sells
- Tell a really good story, then give them a LOCAL angle
- Teach them something they don’t know.
SOCIAL MEDIA STRATEGY
It’s a gift from “the cloud” that gives public relations and marketing a great kick in the pants. Figure out where your target market is hanging out on-line, then begin to engage with your potential customer. Start with the “Big-Six” and go from there:
- Facebook, still # 1.
- Google+ growing daily and has as of this printing moved to the #2 slot.
- Pinterest is #3 and the venue where to date 86% of women who are on line are hanging out.
- Twitter is a news source — a 140-self made media landing with 260-million actively engaged.
- LinkedIn is the most powerful on-line networking platform out there with a target market unlike all the other venues: The 50 – 65+ rules this venue with their college and advanced degrees
- Instagram to which the former 18-25 year old FB target market has “escaped.”
All month we will be spotlighting women owned businesses! Come back and read more.
