There’s been a lot written about strategies for starting and growing a business. But, as we look at the success experienced by businesswomen who run small businesses, we see that the lessons for men are quite different than those for women because, as Sheryl Sandberg points out correctly in her recent book, Lean In: 1) men still run the world; and, 2) women are still challenged by sexism in business.
So, as part of Women’s Small Business Month, we not only celebrate those who have created successful businesses but we provide insight from those who have successfully launched and sustained their own businesses. Today we celebrate Jillian Copeland who founded The Diener School, based in Potomac, Maryland, a school for children with learning differences.
As the school thrives under the leadership of Lois McCabe, Copeland, along with one of her four sons, has begun a new venture, Teens Like Us. TLU is a social group for teens (12-17) with special needs. It offers a variety of programs to support and enhance socialization and life skills. Founded in the spring of 2014, “TLU provides teens opportunities to build friendships while also exploring their larger community and having fun,” says Copeland. “We currently have two basic programs. TNO meets every Saturday afternoon/evening at the JCC in Rockville, Maryland. The teens play sports, games, cook dinner or order pizza (or walk to a local restaurant). Each week we have a handful of teens with social challenges and “peer buddies” who are neurotypically developing teens. This allows a full inclusion program, allows expected peer modeling for our teens with challenges, and encourages all to be a part of a community. Our second program is TDT, a teen day trip program. We offer field trips on days off of school to fun places that allow our students challenges and movement. Our trips are to Earth Treks indoor rock climbing, Sandy Springs Rope Courses, Parkour parks, and the Trapeze school in downtown Washington, DC.” Sidebar comment — it’s appropriately timely to shout out about Copeland’s TDT program since October is National Field Trip Month.
The Diener School story of success:
In 2006, Copeland, formerly an educational consultant, founded The Diener School, now in its 9th year. “The Diener School is an exemplary business model,” says Copeland, who named the school after her grandfather, the “wise owl.”
Starting a school is unlike starting any other business. There are hurdles, both educational and monetary, regulations that must be followed, testing requirements and overseeing bodies with rules that must be adhered to. None of that stopped Copeland, a busy mother of four boys under 12. Her resolve, her drive to help her son Nicol whose brain had been damaged by years of seizures since toddlerhood, was too strong. So how exactly did Copeland do it? She called on friends and family, fundraised and fundraised more. But there was still more to do. So, she hit the ground running with an energy and resolve that didn’t quit, with a business formula that was/is creative and a networking ability that is brilliant. Says Carol Kranowitz, M.A., Author of The Out of Sync Child, “1) Kids gotta move 2) Movement IS learning 3) Children learn optimally when their bodies, minds and spirits are engaged and ‘in sync’. The Diener School ‘gets it’ about these three basic facts and provides every student with the ideal environment for developing academic, social, and life skills.”
According to the SBA’s Office of Advocacy “99.7 percent of all employer firms,” such as The Diener School, with a staff of more than 2 dozen, are classified as “small businesses (less than 500 employees);” small businesses employ 51% of all people; have generated nearly two-thirds (64%) of net new jobs over the past decade and a half; and produce 13 times more patents per employee than large patenting firms.” When it comes to women-owned businesses, statistics show that between 1997- and 2014, women-owned businesses have steadily increased their influence on the U.S. economy. Since 1997 women-owned firms have:
- increased in number by 68%
- grown revenues by 72%, and
- added 11% more jobs.
To understand better the path that led Jillian to found and grow The Diener School, last year we asked her the following questions:
Why did you decide to start/purchase your business? I started The Diener School for my son, Nicol, who had medical and special needs.
What has the experience been like? It was truly a challenge but one of the best learning experiences for both of us! (both me and Nicol!).
Have you ever owned a business before? I had owned a small educational consulting business prior to opening the school, but worked part time and it was seasonal as well.
What does being an American Business Woman mean to you? It means a great deal. Where else in the world would I have the opportunity to create this type of school environment. Only in America, would I have the freedom to create this type of educational encouragement. In addition, there is no doubt that our success is due, in part, to the the support and generosity of our community.
Do you believe that you are setting an example for your children? I have four sons and a number of nieces. And yes, I believe I am setting an example for them, for young men and women. The Diener School is an exemplary business model. We are kind and fair and a model for other schools and businesses to follow. We are advocates for children and families who need guidance and support. We care for others. I think I am most proud of the virtueswe exhibit as a community; passion, compassion, kindness, diligence, dedication, commitment… and these are found throughout our community with parents, staff and students! It is a culture of respect which we hope will permeate through our community and beyond.
Has owning your own business enabled you to “have it all,” a family and work? I found it incredibly challenging to “have/do it all” but felt as if I had to. Some of that is just personality, I am not good at letting things go. I found it challenging to do my job well, do my mothering well and maintaining important relationships with family and friends was definitely a challenge, there just wasn’t enough time in the day. I did it but over time felt the accumulation of “doing it all well” took a toll on my mind and body
Have you found that women in business face different challenges than men? If so, what are they? There are many women in the field of education. At times, I found being a woman a challenging position when dealing with difficult fathers. Some of this was also cultural. I actually enjoyed dealing with many businessmen. I found them to be insightful, helpful and generous.
Do you have any advice for women who may want to own their own business one day? Before you open your business (or in my case, a school), do your homework and have clear and realistic expectations. Know that you will have a demand for your supply by conducting market research. In addition, be realistic about how much time this business will demand. Be sure you are willing to give up other things in your life and you have the energy and stamina for a long-term project. Again, as stated before, sometimes it is the accumulation of energy and time that gets exhausting. For me, I was able to have summer to rejuvenation and re-energize. It really made a difference for me.
