The Women Entrepreneurs Blog @ Simon

Women Are the Economy

post by Yvonne DiVita

That's a bold title, but it rings true. Women influence or control the vast majority of spending in this country, and some say around the world. The Shriver Report, issued a few months ago, shows some stats that are worth reporting on:

• For the first time in recorded history, there will be more women in the U.S. workforce than men...this year.
• 21% of families today have a traditional "only husband employed" structure - Mom stays home, in other words.
• And, 22% have a "only wife employed" structure - Dad stays home. New and different, huh?
• 44% of families have both spouses working.
• 63% of all women are now breadwinners.

I especially like the article over at Bersin & Associates, written by Josh Bersin, we suppose, but cannot confirm because the post does not identify the actual writer. At any rate, the article shares two important links that are worth our time: Womenforhire and Hiremymom . Both links are written with women in mind, and with how to succeed in the workforce. Sometimes, you have to be entrepreneurial to succeed in the workforce, and sometimes, sites like those can help entrepreneurs understand what it's like to have employees - so check them out.

I also think a visit to She-conomy is worth your time. Stephanie Holland takes time to explain the way women thing about things. We might believe we don't need to learn that - but, all entrepreneurs can learn something from other women, even us. Women don't always act the way WE think they will. Stephanie talks about games in this article, and how women are "actively engaging with grands as they play some of their favorite online games." She cites Farmville, a Facebook game which is pretty popular right now, but there are others.

In the end, women do influence or control the spending both at home and often at work. Are you taking that into account as you move into 2010? As an entrepreneur, are you watching what women do online and offline, and keeping track of their spending habits? It pays to build the women's touch into your marketing. Regardless of what you sell - and never think you know it all. You and your women's circle may be entirely different than me and my women's circle.

Be proactive by using the online tools available to get to know your women customers. They'll reward you with sales.

Make 2010 A Year to Refresh, Renew, and Recharge

by Lauren Dixon

Often people make New Year's resolutions only to find themselves unable or unwilling to keep true to them throughout the year. How will 2010 be the year you attain your goals, "WOW" your employees and customers, and resolve to share your passion and creativity?

Setting a mix of realistic goals, as well as higher aspirations, makes for a more sound and strategic approach to the New Year. In 2009, there was unprecedented change in the business world and economy. 2010 is the time for a fresh and meaningful approach.

One of the most common resolutions is to be healthier - whether it's by exercising, eating a better diet, or merely having an overall positive attitude or work/life balance. Although this leads to a flood of new gym memberships in January, many people soon discover that they cannot stick to a regular exercise schedule.

This example can be applied to undertaking a new business endeavor - understand what you have committed to, and resolve to set a realistic goal that also accommodates your lifestyle. It is much more rewarding to have a sense of accomplishment after achieving a goal rather than the frustration of failure or shortcoming.

Make 2010 your best year ever!

YEA - Week Six

by Claire Siegrist, YEA! member

We have just finished week 6 in the Young Entrepreneurs Academy (YEA!) and I'm fleshing out my plan for an indoor dog park. I've learned that there's a big difference between a business idea and a business opportunity; ideas are easy, filtering the idea into an opportunity is a challenge.

Business ideas come from a hobby or interest and provide a solution to an unfilled need experienced by many. My dog, Maisy, counts on many vigorous games of fetch every day. We've had a gorgeous fall, but the slush is on its way. Where will we stay active during the cold, dark winter and the muddy season to follow?

We'd love a big, bright, comfortable place to run around in, and to play with our friends, in.

So, where's the business opportunity for my indoor dog park? I have specified the problem I'm solving, but need to identify who will buy it and how I will make money from it. There are 75 million dogs in the U.S., but how many are in Monroe County? How many of those belong to owners with the desire for an indoor dog park? What are they willing to pay? These are issues I have to resolve as I develop my business plan.

I also have to consider barriers to entry - like competition and start-up costs. To do this, I'll use the business plan template we were given to answer these questions.

A Time for Fabulous Ideas

by Yvonne DiVita

It's that time of the year, again. Holiday time. Holiday time probably means different things to everyone you talk to. We each have our own way of celebrating the particular holidays that are important to us. One thing is certain - our celebrations will include family, and pets.

But, what about inspiration? Isn't this also a time of inspiration and uncovering great ideas? Being an entrepreneur, or just thinking about becoming an entrepreneur, brings a special kind of excitement with it, as well as a little trepidation. As we approach the colorful, musical, happy events that are part of our family gatherings, maybe we should also remember to write down the great ideas that come to us, while visiting and having fun.

Personally, I get a lot of great ideas just talking to other people. Often, those other people are members of my family. We're a creative bunch. I bet you and your family members have some fabulous ideas, also. Why not write them down? Why not explore them...at least on paper, in a family meeting, or just over the phone? Why not take this joyful time of the year and begin to act on your inspirations?

The best part of exploring your options during holiday time is that you don't have to act upon them, right away. You can write them down, add other thoughts, check out the possibilities online, and give the idea time to ... perculate, so to speak. Maybe in two or three weeks, you'll review it and laugh. Or, maybe you'll take it out of the drawer and say, "Wow, this could really work!"

What have you go to lose? 2010 could be the year you start your first business. Tell us about your ideas...and share your inspirations. Women everywhere are eager to hear more about you and your dreams. Go on now, leave us a comment and tell us what excites you about the business you'd like to begin, in 2010.

Tip of the Week: Attend a Conference

by Elisabeth Hager, MD

Preparing to attend a conference takes more than booking a flight and hotel room. Any time you leave the office you spend valuable resources – time, money and attention to name a few, and you should plan to optimize your return on investment. To do so takes advanced planning. Once you have decided that the conference is worth attending based on content, take the next step and research other attendees.  

Conferences bring people who you may have been trying to connect with to a central location, allowing one-on-one meetings to be efficient and cost effective. Conference planners often have registration lists available to conference attendees, so you have the ability to call ahead to schedule a meeting around the conference proceedings. Alternatively, you can call a particular person of interest and ask if they are planning on attending. If nothing else, you have just made another connection.

Because of the value of networking, many conference planners build in formal times to meet and greet, although sometimes a one-on-one may work out best if scheduled for a more quiet time and place. You may find that the annual meeting in your area of interest becomes the most cost effective way to connect with others who are dispersed geographically.

The Entreprenurial Challenge: What to call yourself

Being an entrepreneur isn't for sissies! But, you already knew that, didn't you?

The challenges ahead of you, as an entrepreneur, may seem insurmountable at times. Just coming up with the right name can be mind-numbing. One expert will advice you to be 'memorable' by being outrageous- i.e. Google, Yahoo!, Amazon, all companies that chose names that made them stand out but did not tell the reader what they do or who they are. They chose to be provocative and make people think about their purpose.

Another expert may tell you to be specific - spell out your talents, your services, your purpose - i.e. Petco (obviously involves pets), or Leadership Coaching for Your Small Business - self-explanatory, right? A good friend of mine calls her company Business Vitality - her tagline is Smart Growth is Smart Business.  

Both approaches are right. Being provocative can be a successful way to grab attention and show people who you are and what you do. But, then again, stating your purpose in your company name can help people identify whether or not you're someone they need to contact, without having to guess at your purpose. In the end, only you can determine the right course to take, when naming your company.

My company, Windsor Media Enterprises, hints at the fact that we're a "media" company. Windsor is my maiden name, and media is what we do. What kind of media (social media) requires people to visit our site. I like that. Those with little patience, may pass me up if I turn up in a Google search on a keyword that relates to media. But, that's okay. I practice what I preach and those looking for a social media professional will always click over to learn more about me.

Many entreprenuers name their company after themselves, which is where the Windsor comes from in my company name. It's my maiden name. And, I liked the way Windsor Media sounded. In order to establish it as a full-bodied company, I added "Enterprises."

Here are some interesting business names from people I've met in my travels:

Girlfriendology - guess what they're about.(the word 'girlfriend' gives it away)

Big Green Purse - maybe something about ecology? Maybe a woman's site? Worth checking out?

The LinkedIn Personal Trainer - again, easy to figure out.

Queen of Quirky - hmmm...not sure about that one. But, interesting enough to check out.

How will you choose your name? Will you be specific or interesting? Will you rely on your good name, or a description of what you do? The challenge is in choosing a name that you can live with for a long, long time. Rebranding is not an easy thing to do - so, choose your company name wisely. Test with friends, relatives, acquaintances, and your networking group. Say it out loud over and over. Write it down. Spend a whole day answering your phone, using your new company name.

The one thing you don't want to do is rush. Rushing will end up in settling for a company name that you may come to regret.

The last bit of advice I have is to stay away from anything that is too similar to what's already out there! Check the trademark office to make sure no one else has the name you want to use - or, at least, isn't using it in the exact same way you want to use it. Do your due diligence.

Then, stand tall, get out in the world, offer your hand and say, "Hello, I'm Sandy from Happy Haven Pet Sitting...." loud and clear.

Lead Your Way to Entreprenurial Success

One of the worries of many new start-ups is how to find new business and/or how to meet the right people to help them in their new endeavors. This is often called "networking" - but there is much more to it than that.

When you engage in networking you are most often attending events or meetings, where you will come in contact with other business professionals who can help introduce you to possible clients/customers, or who may, themselves, be interested in your work. This is why it's a good idea to join specific groups such as BNI (Business Networking International) or our local RPCN (Rochester Professional Consultants Network). It's also a good reason to attend luncheon events at groups you do not belong to but that may have members you'd like to network with - one example is RAMA, the Rochester Chapter of the American Marketing Association.

But, here's the key: you must be a leader at these networking groups and events. You must dress the role of a leader and act the role of a leader. Be proactive, don't wait for others to approach you. Be the first to start a converstion, shake hands, join a group already talking about business, it doesn't matter what business.

Being a leader at these events means knowing your audience well enough to know how to dress: if you're a woman, is a skirt necessary (even today, women in skirts and dresses, always professionally done, present a memorable vision); is a suit necessary (most women and men wear at least a jacket, with pockets for business cards); or is the event casual enough to dress down, so you don't look out of place?

After dressing for success, you must portray confidence. You must have a strong handshake, make eye contact, and smile. Practice at home, if you need to. Learn to be a good listener. Good leaders are great listeners. Don't interrupt but don't let a point go by without comment, if you feel you have something worthwhile to share.

By practicing good leadership skills, you'll present a strong, confident, approachable presence and people will not only want to do business with you, they will refer you to friends.

The concept of "conceive it, believe it, achieve it" put forth by Zig Ziglar is based on those good leadership skills. Practice them daily, and get out in front of people, face to face.

Check Out What Your Competitors are Doing!

by Marita Greenidge

To continue from my last post, nothing beats search when it comes to online advertising - why? Because you want to get the right message to the right people at the right point in time. And chances are people are probably searching for information related to your company or products when they enter search terms/phrases that return a link to your website.

Placing banner/display ads doesn't really guarantee that the person is actively trying to find information. Yeah, the site you advertise on may cater to the right target demographic but what are the chances that they are searching for handmade jewelry while visiting that website? At least as compared to if they type in the search term, handmade jewelry? Not as high right?

So as I mentioned, you want to somehow get yourself pretty high in the ranking and most preferably through organic search optimization you don't have to pay for! Granted most likely you'll still have to run some pay per click ad campaigns, you can at least be smart about the entire process.

This takes me back to talking about key words. And I'd like to expand on that just a bit more. If you have no idea where to start with the generation of your key words, start with your competitors.

Go to Google's Keyword Tool and click on the radio button that says Website content. Enter the url for a website you think is great and use them to generate key word ideas. Also head over to SEO chat and use their Key word cloud tool. Again enter your competitor's name and it'll show you all the most important key words on their website.

Still not completely convinced as to what are the most important key words for you? Well drop by Keyword Spy and again enter your competitor's name to determine which key words they're spending on. Keyword Spy will also give you a list of competitors in case you want to check out what others in the space are doing.

Hope this helps! It has certainly helped us!

My Impression of First Impressions

by Alyssa Gruber

School began in July, and I have since completed two classes and almost thirteen days of orientation. (MS Marketing and Finance students were required to attend a separate summer orientation along with the standard two-week session for the MBAs in the fall.)

Much of orientation was run by the CMC (Career Management Center) staff, who provided my classmates and I with a great deal of information and knowledge regarding various career paths as they relate to our individual likes, skills, and personality types. As for as the job search itself, we learned techniques for formatting resumes, drafting cover letters, and communicating during interviews.

The detail and thoroughness of these career classes opened my eyes to the number of factors associated with peoples’ capacity to survive and thrive in the business world. It’s scary to think of how a single grammatical error in an email to a potential employer could cost a person a job opportunity.

A topic that was highly emphasized and particularly caught my attention was on the importance of first impressions. Like it or not, first impressions are real, and they are often used in making assessments about others.

According to Malcolm Gladwell, author of Blink: The Power of Thinking Without Thinking, the human brain takes two seconds to form an opinion of someone. He explains, “Snap judgments are, first of all, enormously quick: they rely on the thinnest slices of experience … they are also unconscious.” (p. 50)

That’s a nice little fact, but why bother teaching us about what’s beyond our control? To induce paranoia and self-doubt?

Studies done on the role of first impressions in the work place offer insight for ways to maximize one’s image in order to be attractively perceived.

Be punctual, have a firm handshake, make eye contact, and show interest. But politeness and tact only go so far.

Appearance is probably the largest contributor to the first impression process.

So, I guess all I have to do is dress well for people to like me, right?

Unfortunately, it’s not that simple. Dressing “well” falls under a broad spectrum, dependent on peoples’ preferences. However, business attire is relatively consistent, and wearing appropriate clothing for formal meetings is not easy to mess up.

I’m left with the assumption that physical features mainly influence first impressions, and since impressionistic judgments are generally subconscious, there’s not a lot that people can do to change them.

While first impressions may sometimes yield accurate judgments, people must realize that they can be misleading and hurtful as well.

Here are my views on how to deal with first impressions:

• Don’t focus on conforming strictly to the norm, and realize that you can’t impress everyone.  Be yourself, and understand that many people who count will like you and accept you for who you are.
  
• Rejection sucks, but a bad attitude is worse. Understand that people have their reasons for not wanting to establish a relationship with you, whatever those reasons may be. Let it go and move on. You know yourself better than anyone does, and as long as you take pride in your own accomplishments and aptitude, don’t get caught up in what a random stranger thinks of you based on a single encounter.
  
• Always keep an open mind. Whether you are looking to hire an employee or pick team members, remember to give them the benefit of the doubt. There’s more to a person than what meets the eye, and in some cases, the most amazing qualities of all can only be revealed through patience and time. The biggest treasures may be buried the deepest!
  
• A first impression is only a brief indicator of one’s personality and virtues. Stuff happens, and bad days are inevitable. A lousy first impression is no excuse for demonstrating second-rate behavior. Treat others as you wish to be treated.

Website Copy Writing

by Marita Greenidge

Okay, so you've reached the point where you're ready to put some copy on your site. You instantly assume that it's just like regular writing i.e. your website should include the typical things you put in a company brochure. No, no, my friend, copy writing for your website is different from the offline writing you do for other marketing materials.

To write your website copy, you need to begin with a keyword or phrase search of your site's theme in the major search engines. The simple reason behind this is that you want to build your organic traffic base i.e. the amount of traffic coming to you because they found you through an unpaid search engine listing.

Now, think about this for a second, especially as it relates to you. Google brings up millions of results but how many pages of results do you actually scroll through?

For me, it's about three. This means that your website better be somewhere near the top as it relates to your product offering. If someone is looking for fair trade handbags, it's highly unlikely that they are going to scroll through several pages....well, if they're anything like me, they won't.

Your page has to be very relevant to what you are marketing. However I am by no means an expert on SEO (Search Engine Optimization), so I'll point you to some others that know it much better than I.

Problogger has some great tips on getting people to come to your site. Avinash Kaushik also has some great tips on this post Excellent Analytics Tip #10. This article entitled Effective Keyword Choice Strategy and Useful Tools by Stephen Davies is also good.

My point with this post is to highlight that you should not believe that you can throw any old copy on your website. Find out what people are searching for; ideally you want to use words that a lot of people are searching for but that have few competitors in the space. Some great places to look are Google KeyWord Tool, Wordtracker, Overture and SpyFu.

Investing some time in searching for key words and phrases related to your business can help with more effective search engine optimization which can then prevent unnecessary spending on paid listings.