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WOMEN’S BUSINESS CENTERS Issue 7
EMPOWERING WOMEN ENTREPRENEURS WITH RESOURCES AND TOOLS TO CREATE STRONG SUSTAINABLE BUSINESSES www.wbcohio.org 614.732.0981
June 2016 9
The Value of Entrepreneur Training
Issue 7
In This Issue:
Wanda Curry-Shepard Member Spotlight: What impact or value does your business add to others lives? Page 2
In the Company of Women
10 Essentials of a Marketing Plan Page 7
Be Found Online with Google Page 8
Annual Fundraising Luncheon Page 5
DreamBuilder in the Community
Tasha Branham
Page 6
Professional Advisor Spotlight Page 6
WBC in Cincinnati
Project ReImagine Takes Your Business to the Next Level
Page 3
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Credit Builder Quick Loan
Members at Easton Farmers’ Market
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Page 8
JanuJanuarar y 2j015 Networking with Dames Bond
Project ReImagine where entrepreneurs gain the skills to grow their small business
Meet Jessica Page 3 1
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WOMEN’S BUSINESS CENTERS Issue 7 occurred, leaving Wanda’s business liable.
Member Spotlight Wanda Curry-Shepherd As a young girl, Wanda was incredibly ambitious – she had dreams of becoming a doctor and using her knowledge of medicine to make others’ lives better. But at 19 years old, her mother was incarcerated, and everything changed. Wanda needed to take care of her 11-year-old sister, and was forced to drop out of college, renouncing a full-ride scholarship in the process. For many, this would have been enough to give up the dream of pursuing college. But for Wanda, the next two decades would be a pursuit of knowledge, and a testament to the power of life-long learning. In her spare time, she pursued certifications, which she used to better herself and her family. Wanda became a fraud examiner, and insurance agent. Additionally, she earned a Ministerial License of Deaconess, and at the age of 38, her Bachelors of Science in Accounting. Now, Wanda is giving back. Her social enterprise, Unique Services Logistics Career Academy LLC., spreads the gift of education, and the hope for a better life. At her academy, students can receive workforce development training in a wide variety of careers related to logistics, including trucking, warehousing, dispatching, and more. For Wanda, “it’s all about paying it forward.” The journey to this point was long and difficult, but ultimately
rewarding. Wanda began her entrepreneurial endeavors in 2002, with a business that specialized in bookkeeping. As her practice grew, she began hiring individuals, taking on more clients, and eventually performing consulting work. Her first encounter with ECDI was in 2008, when she received a small microenterprise grant to help her grow her business. “ECDI was my first start,” Wanda says. “They helped me recognize my capability.” Many of Wanda’s clients were truck drivers – the more she learned about their trade, the more she realized that “trucking is essential to our economic system.” Eventually, Wanda became enamored with independent trucking’s potential to transform our economy and create jobs. Her research confirmed what she had heard – discovering that Columbus had the strategic position to become a national logistics hub, Wanda entered the brokerage business in 2009, connecting independent truckers to suppliers. In 2010, Wanda made the decision to make her brokerage firm asset based, purchasing a truck for her clients to use. Unfortunately, in 2012, catastrophe struck – her truck was totaled in an EPA-recognized spill. Despite the driver’s pristine record and many certifications and qualifications, an accident still
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Still not discouraged, Wanda decided to transform her business to focus on what she found to be the most valuable and rewarding practice – educating others to improve their lives. She began owning and operating what was (and to this day, still is) the only logistics workforce development program in the country. Her clients were a diverse group – she helped train individuals as young as 17 and as old as 70. Receiving referrals from churches and local neighborhoods, her clients came from all backgrounds. Some were exoffenders, some were veterans, some were young men and women with children, but they all had one thing in common: all were looking to better themselves.
Throughout this time period, Wanda continued to learn and utilize her available resources, in order to best help her clients and her business. She frequently referred clients looking to open businesses to ECDI and the (what was then) newly opened Women’s Business Center, of which she herself was a member. Wanda’s business continued to grow, and in 2014, she began to receive grant funding for her academy. Regional partners began to recognize how unique and vital her programming was – her classes
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WOMEN’S BUSINESS CENTERS Issue 7 (Continued from page 2)
WBC in Cincinnati
have touched a 92% completion rate, with over 50% of students finding a job within 30 days of their graduation. The future continued to look bright for Wanda and Unique Services Logistics Academy – always grateful for the education she has received, Wanda has continued her passion for lifelong learning by taking classes at the Women’s Business Center. The class Wanda was most passionate about was the Co-Starter’s program, a unique class designed to promote the principles of entrepreneurship, with a strong focus on community engagement. As Wanda puts it, “it was wonderful…. I would recommend it to any woman entrepreneur.” The Women’s Business Center and ECDI helped Wanda gain her confidence, and provided a place of mentorship, safety, and education in what can be an unfamiliar and challenging trade. In fact, Wanda’s business has now become so successful, she was chosen as one of two entrepreneurs out of 600 in Columbus to move onto the next round of auditions for the popular venture-capital television program, Shark Tank. In this way, Wanda is able to use her enterprise to serve those who want to become entrepreneurs themselves, paying it forward by forwarding them to the place that got her started – ECDI and its Women’s Business Center. Through her business, she continues to create jobs and enrich the lives of those in her community. And for Wanda, there is no better reward.
Credit Builder Quick Loan Designed to help build a positive credit history and potentially increase credit scores.
The Women's Business Center and ECDI have been expanding their reach to Cincinnati. While the "Queen City" has a number of excellent entrepreneurship training programs available, access to capital remains a challenge for small enterprises. The WBC has been partnering with local organizations such as Mortar, Bad Girl Ventures, the Urban League of Greater Cincinnati, as well as the City of Cincinnati and Hamilton County to offer access to small business loans and resources. The WBC is serving clients remotely while it explores the demand for a physical location. Entrepreneurs in Cincinnati now have another resource for that critical funding to start their business.
How Does it work? Applicants receive a $750 loan for 9 months at
8.5% interest What is required? $25 one-time ECDI application fee and $15 loan closing costs 1 Contact the WBC to get started. ECDI is a non-profit economic development organization based in Ohio that provides micro-loans to small businesses that do not qualify for conventional bank financing due to insufficient credit history, collateral, or business experience.
Upcoming Classes & Events at:
Say Hello to Jessica
www.wbcohio.org/events/w bc-columbus
Jessica May has joined the WBC staff. She can be reached at
[email protected]
Connect with us on social media: @WBCOhio
Visit Unique Services Logistics Career Academy 3
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WOMEN’S BUSINESS CENTERS Issue 7 When the WBC opened in 2013, Ellen hired my company, Mobile Mommies to come on site and provide childcare during the open house. Since that time, she has remained supportive of my company and encouraged me to participate in Project Reimagine. I am thankful for the WBC and now that I'm a member, I look forward to connecting with other wonderful women business owners.
Project ReImagine Takes Your Business to the Next Level Based on the nationally acclaimed Co. Starters entrepreneurial program, Project ReImagine empowers businesses to grow their business revenue. Participants, who must be already in business with a modest revenue, learn to develop and fine-tune their ideas, critically examining every part and determining next steps through real-time feedback from people in the business community. The process lets them drop unprofitable ideas and focus on what will grow their business. Groups of 8-10 entrepreneurs meet together for nine weeks, meeting one evening a week for three hours, led by an experienced business facilitator.
Past participants of Project ReImagine have said the program was immensely valuable, giving them the skills that needed to make successful decisions and grow their business.
WHAT OUR GRADUATES ARE SAYING : The Project Reimagine Class helped me to seek ways for improvement in my business, and identify challenges. I learned that I am a “DOER” someone who is energized by putting ideas to work and getting things done. I also learned it is crucial how and how long I communicate my business and the products we offer. The most important part for me was week 6 Discovering the Bottom Line (startup, ongoing needs, fixed & variable costs). As a business owner I believe it is vital that every dollar is accounted for, more importantly how to determine projections so that businesses can survive. Last but not least, the speakers, who were amazing, insightful and great supporters. -Sharon R. Padgett, Mandy Properties LLC. mandyproperties.managebuilding.com
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-Janel N., CEO, Mobile Mommies, www.mobilemommies.com
As a participant I had the opportunity to revisit my past goals, get back on track in regards to determining my worth, new services, tools and cost of doing business...all this while having he chance to meet and work with liked minded and awesome women in business. Carmen and Co Starters are an empowerment package regardless of where you are in your business plan. - Sharon S Gordon, CEO Urban Trendsetter Media, General Manager WCSN TV 32, urbantrendsetters.com
ACCELERATE OUR BUSINESS! Check wbcohio.org Columbus events for the next cohort of Project ReImagine Women-centric, open to all for $499, Scholarships available!
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WOMEN’S BUSINESS CENTERS Issue 7
In the Company of Women Annual Fundraising Luncheon The 2016 Women's Business Center of Ohio Annual Lunch, In the Company of Women will be held September 22, 2016, from 11:45 a.m. to 1:30 p.m. at The Boat House at Confluence Park. Keynote Speaker: Donna James Journey to Confidence
awareness of the programs and services offered through the Women's Business Center of Ohio. In the Company of Women raises funds to continue the services provided at the Center as well as recognizes those individuals and organization who have made significant contributions to the WBC.
Managing Director of Lardon & Associates LLC and Founder and Chair, The Center for Healthy Families.
As with our first luncheon in 2014, the event will be an engaging, motivating and educational experience. Our event celebrates women in business and increases
Individual tickets will go on sale in mid-July at $85 per person. Tables of 8 are available for $650. Corporate tables are available for $1000. For more details and sponsorship opportunities contact Patty Tumen,
[email protected]. WBC AWARD NOMINATIONS
As a young single mother faced with numerous obstacles, Donna quickly conquered these challenges to become a nationally recognized business leader, serving on the board of directors for companies such as L Brands, Time Warner Cable, Marathon Petroleum Corporation, Coca-Cola Enterprises and appointed by President Obama as an advisor on women in business. Please join us as Donna generously opens the door to her life experiences and shares with us how to grow into confident, effective leaders in business and the community.
and WBC's banking and loan fund partners.
Help the Women’s Business Center pay tribute to those who have worked hard to advance their business or give to the Center. Nominations are now being accepted through August 22nd for awards in the following categories:
As a follow up to our first luncheon, we plan on having over 200 attendees. The WBC hopes to gain support at a variety of sponsorship levels, including corporate tables, sponsorships and individual ticket sales. Companies and individuals with a commitment to women in leadership positions and those who support women entrepreneurs are invited as well as government and nonprofit partners, including ECDI
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2016 Business of the Year (must be woman owned and a WBC member) 2016 Corporate or Community Partner of the Year 2016 WBC Volunteer of the Year
To nominate visit: https://www.wbcohio.org/events/ wbc-columbus
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WOMEN’S BUSINESS CENTERS Issue 7
P.A.N. Advisor Spotlight Tasha Branham The Barefruit Company, LLC Tasha’s approach to hair and beauty products has given her the ability to build brands and successfully launch them in the marketplace. As the founder of the Naturally Smitten, hair care collection, she has experience developing, branding and marketing products that appeal to women of all nationalities. Her products have been featured in major magazine websites and blogs and are now found in Walmart stores nationwide. She enjoys working with the women business to identify their target market and position their brand as well as product development, copywriting and social media marketing. Phone: 614-517-3225 Email:
[email protected] http://about.me/tashabranham#
Taking DreamBuilder to the Community: Vineyard Church The Women's Business Center is excited to begin a new partnership this year with Vineyard Church and their Hispanic congregation, La Viña, to teach a DreamBuilder course in Spanish. The Women's Business Center is offering 10 scholarships to participate in the women's entrepreneurship and business plan development course and looks forward to further expanding this partnership in the future. DreamBuilder is currently available online, in English or Spanish, as a free self-guided course at: www.dreambuilder.org/wbcohio
Upcoming Classes & Events at: www.wbcohio.org/events/wbc-columbus
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WOMEN’S BUSINESS CENTERS Issue 7
10 Essentials of A Marketing Plan in 2016 By Tim Berry, Guest Blogger Published previously in the SBA blog
Clearly, technology has changed marketing a lot. We fast forward through ads on television and block them on our devices. We have amplified word of mouth in social media. We pour over analytics and metrics. But what about the marketing plan?
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One thing for sure: The fundamentals still apply. As much as ever, marketing is still getting people to know, like, and trust your business. As much as ever, marketing still needs defining target markets, knowing those market segments, reaching the right people with the right message. Pricing is still the most important message, and the lowest price is – as always – not necessarily the best price.
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Another thing for sure: the marketing mix, the tactics, are changing rapidly. Goodbye to the yellow pages, hello Facebook. Goodbye public relations, hello social media. Goodbye advertising, hello content marketing.
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And where is the marketing plan, in all this? Let me suggest x essentials of a marketing plan for 2016. A classic marketing plan might include the following pieces:
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1. Target Market. The better you define it, the better for the marketing. Experts recommend describing an ideal target customer in detail. Don't try to please everybody. Instead, please some specific kinds of buyers who have the right set of needs, habits, locations, etc. 2. Messaging. A summary of the main tag lines, key selling points, value proposition and so forth (we could call this messaging). There are a lot of different jargon words for this, so be flexible. 3. Media. Discussion of media, which almost has to be social media and content marketing. Go beyond just content marketing, to distributed marketing, and real engagement. That means something more than "post and pray.' As you think about this topic, think about where your potential customers will see your message. What else do you do to help the right people find your message? To track what they say about it? 4. Pricing. You have to make pricing match product or service, market, or messaging. Don't assume
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that the lowest price wins. Pricing is your most important marketing message. Would you buy day-old sushi because it's cheap? Your price needs to synchronize with your product offering and your target market. If you discount excellence, it becomes less credible in the eyes of your potential customers. And if your strategy is selling an undifferentiated lowest price product or service, make sure that matches the rest of your marketing Channels. For product businesses you have the classic question of channels of distribution, either direct (usually web and mobile these days) or via distributors and retail, or direct to retail. Information and service businesses need to consider channels too, even though the channels are marketing channels, such as web and mobile. We all need traffic of one sort or another Promotion. These days’ promotion might be as simple as consistent presence in the main social media platforms. It might be email marketing, advertising, affiliate sites, public relations, price promotion, and events. Tasks and major milestones. Every good plan requires some specific tasks and major milestones to make it concrete. Otherwise it's just theory. You need to be able to track progress against the plan. Milestones help us get things done. We work towards goals. Important metrics. It takes real numbers to actually work a plan. That might be sales, web traffic or store traffic, leads, presentations, seminars, conversions, tweets, posts, likes, follows, or whatever. Make it measurable. Review schedule. Keep your plan as short as possible, just lists and tables, because it's only good for a few weeks before it needs revision. The real world keeps intervening. You need to plan ahead for a monthly meeting to review results and revise that plan. Budgets. You have to manage the money. A good marketing plan needs to include budgets for expenses, and the sales that result.
Tim Berry is the founder and chairman of Palo Alto Software and bplans.com, on twitter as Timberry, blogging at timberry.bplans.com. His collected posts are at blog.timberry.com. Stanford MBA. Author of business plan software Business Plan Pro and www.liveplan.com and books including his latest, 'Lean Business Planning,' 2015, Motivational Press. Contents of that book are available for web browsing free at leanplan.com 7
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WOMEN’S BUSINESS CENTERS Issue 7
Get Listed On Google Be there when customers look for you online with Google The Women’s Business Center encourages every business owner to use google tools when promoting
your business. Google is an outstanding tool for getting the image of your company to the public through the internet on computers, mobile phones and tablets. Whether they’re searching at home, on the go, or switching between devices, your customers will find the same reliable information about your business.
WBC members at Easton Farmers’ Market Some WBC members will be vending at the Easton Farmers Market on Thursdays this summer. Farmer’s Markets offer an opportunity to test market products and develop a sales strategy. Selling at a high-end retail marketplace like Easton would be out of reach for many small artisans, but thanks to the work of the WBC and ECDI, some are getting that chance.
5/3rd Bank E-Bus Fifth Third's eBus will be at the WBC on August 11, 2016. The eBus provides community members access to professional financial advice and guidance. The eBus is equipped with onboard computer workstations and internet connectivity. They are staffed by Fifth Third professionals who are available to provide one-on-one credit counseling, financial education and access to products and services, if desired.
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In addition, creating your own google plus account can create strong reviews and pictures of your business and help your business stand out to customers online. Follow the link below to get started for free. https://www.google.com/business/
