Business Management Women Entrepreneurs: 3 Secrets to Success

Published on October 4th, 2013 | by Janine Popick

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Women Entrepreneurs: 3 Secrets to Success

I’ve been running VerticalResponse, for more than 12 years. That’s a really long time, especially here in the San Francisco Bay Area.

I’ve had the opportunity to be a part of lots of women-oriented business organizations, and to dole out advice about entrepreneurship and the challenges (and successes) that women come across when building their own companies. I’ve gotten to know some pretty amazing and super smart women along the way, too.

I met Geri Stengel, the founder of Ventureneer, about a year ago at a conference in New York. She consults for small businesses and non-profits, among many other things. We instantly clicked, and recently she agreed to do a webinar for our Pro Webinar Series.

Geri’s topic was on how women entrepreneurs can break the glass ceiling, a topic near and dear. She had three great secrets that I’ll share here.

Build out Your Networks

According to Geri, women tend to build deep but not broad networks, while men tend to build wide and shallow. To succeed in business, you need to do both. After all, it’s your networks that will take you to the next level, whether it’s introducing you to someone new, or providing capital, resources or advice.

How do you broaden your power network? Here are a few of Geri’s ideas:

1. Join the right business associations. You want people who can provide resources and knowledge, and who are willing to share them. How does the organization communicate? Are its members movers and shakers?

2. Leverage social media. In her webinar, Geri said women are great at sharing, bonding and engaging with others. Why not use that to your advantage, especially now when social media makes it so easy to reach across the table, not to mention the other side of the world?

3. Don’t leave out the men. It’s not “us versus them,” says Geri. This is very true. One of my longtime mentors is a successful, visionary businessman who has helped me build my company and kept me focused all along the way; VerticalResponse wouldn’t be what it is today without him.

Seek Outside Funding

Many women find it difficult to ask for favors or money. I know I sure did. But it’s something you just have to do, especially if you want to grow quickly and scale up. According to Geri, women start businesses with less capital and are less likely to tap into outside funding throughout the lifecycle of their business.

For me, I ended up asking friends and family to give me the initial funds to start VerticalResponse. (That’s the short version; for the full story, check out this Inc. post I wrote several years ago, “A Woman in Tech Speaks Out“). To show them that I was in it to win it, I invested a huge chunk of my own savings into the company as well. I set very specific goals those first couple of years, met them, and then asked them to give me more money. They did, and the rest is history, as they say. Sure, bringing on investors will mean that you’ll have a set of bosses to report to, but I think that’s a small price to pay for the all the great things that new funding can provide your business.

Take Center Stage

Women sometimes think that shouting from the rooftops and talking about their accomplishments are “not ladylike,” says Geri. It’s time to toss that way of thinking aside. If you’re not tooting your own horn and getting people excited about what you’ve done and what you can do, who will?

Here are a couple of tips from Geri on how to shine that spotlight your way:

1. Go after awards and “best of” lists, like the Inc. 5000. There also are smaller awards, too, like the Small Business Influencer Awards and I’m sure there are awards in your specific industry. I’m a huge believer in this, because it gives you third-party validation and lots of visibility. Every time VerticalResponse wins an award, we post it to our website and send out a press release. We get tons of coverage online so that when people are searching for us, they’ll see that we’re credible.

2. Position yourself as a leader. Sign up for speaking engagements, host a webinar (like Geri did) or conduct workshops. Of course, you’re there to help others and teach them, but a nice side benefit is that you’re exposing yourself and your company to a new audience. Every person in the crowd is a potential customer, and all eyes (and ears) are on you.

As Geri said in her webinar: “You’ve got the goods, so get out there.” Now is not the time to hold back or second-guess your abilities. Just go for it!

© 2013, Janine Popick. All rights reserved.

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About the Author

is a contributing author for VerticalResponse.



4 Responses to Women Entrepreneurs: 3 Secrets to Success

  1. Janine, Your excellent insight comes only from being there, it’s obvious. The concept of deep vs wide networking intrigues me and I see myself falling into the female leaning there and will work toward a more balanced approach. I won the battles with the boyz for many years in the corporate world before owning my business and did so by networking with mostly men and avoided the women only biz organizations. Women also couch their comments instead of making strong statements. Some men do it too. I consider myself a feminist, but knew I needed to play the boyz game since they owned it. At home is a good place to couch comments and tone it all down and be more ladylike. Feminist by day and 50’s housewife by night. Boy is my husband lucky. (Smile) You mention women not seeking money. Did you know that only 17% of women seek funding and 25% of them get it? Perhaps it is because we only go for funding when we are the best of the best and know we can get it. I do not know the “why” behind the stat. What would be your idea regarding why that is? Thanks Y’all.

  2. This article could be a part of WUSME’s mission statement. Valuable advice, not only for femal entrepreneurs.

  3. Great advice that mirrors some of Sheryl Sandberg’s thinking from “Lean In.” Would have loved a little more color/examples of social networking.

  4. DeLaunda M.Griffin says:

    Thank you. I really needed to read this article for my business.

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