Posted in Go Jane Go, Success Tips for Jane, Tenacity Jane 02.04.10 at 8:19 am by Michele DeKinder-Smith
Based on the results she wants, a female entrepreneur can create a marketing system for her company that meets her needs. From a marketing workhorse to a slow and steady system, the possibilities are endless and depend on a business owner’s vision, entrepreneurial style and desire for growth.
A recent study from Jane Out of the Box, an authority on female entrepreneurs, reveals there are five distinct types of women in business. Based on professional market research of more than 2,500 women in business, this study shows that each type of business owner has a unique approach to running a business – and therefore each one has a unique combination of needs. This article outlines two of the five types and provides tips for creating marketing that meets the needs of the business, now and in the future.
Tenacity Jane is an entrepreneur with an undeniable passion for her business, and one who tends to be struggling with cash flow. As a result, she’s working longer hours, and making less money than she’d like. Nevertheless, Tenacity Jane is bound and determined to make her business a success. At 31% of women in business, Tenacity Janes are the largest group of female entrepreneurs.
One of the main reasons Tenacity Jane isn’t seeing the financial success she craves is that she doesn’t have a singular focus. Aside from being determined, Tenacity Jane business owners are visionary. A big vision provides something to work toward. On the other hand, many Tenacity Jane business owners envision several streams of income and start out by working on getting all of them profitable at once. The problem: if a business doesn’t already have a strong customer base and deep pockets, it is difficult to market effectively for several streams of income at once. Here are some tips to get Tenacity Jane’s business in the black:
- Examine the business concept and the business model. Define exactly what the business provides to customers (the product and its benefits), and in what form. If customers aren’t buying, consider revising the business concept or business model for a more effective base for marketing. Once the business concept and business model are crystal clear, it becomes easier to complete the next necessary step: decide on a target market and a clear message. Here’s an example: Sally, a beauty advisor, goes into people’s houses each morning, wakes them up, and does their make-up. The concept and benefits are clear, but will people buy her services? Probably not. It may be more realistic for her to schedule a one-time appointment with a client, during which she would go to the client’s home, analyze her current products and beauty concerns, and teach her to apply her make-up – and record it so the client could watch it again and again. People would be more likely to pay for this one-time consultation – the improved business model.
- Take concrete steps toward marketing to the newly defined target audience. Some Tenacity Janes have
expressed that they know what they need to do, but have trouble following through. For Tenacity Jane, this almost always is a case of needing to change her mindset, habits, or environment, or to learn a new skill. Tenacity Jane may consider attending networking events where she can meet other professionals and discuss the possibility of affiliate marketing, which gains both partners and clients with minimal investment. She also may consider referral marketing, wherein existing clients get a small reward for referring their acquaintances to Tenacity Jane. Another possibility, Tenacity Jane may consider rewarding her long-term or repeat customers with special incentives.
Go Jane Go is passionate about her work and provides excellent service, so she has plenty of clients – so much so, she’s struggling to keep up with demand. She may be a classic overachiever, taking on volunteer opportunities as well, because she’s eager to make an impact on the world and she often struggles to say no. Because she wants to say yes to so many people, she may even be in denial about how many hours she actually works during the course of a week. As a result, she may be running herself ragged and feeling guilty about neglecting herself and others who are important to her.
Since one of Go Jane Go’s primary challenges is that she feels overwhelmed with all the obligations she’s taken on in her work and personal life, it may seem like she doesn’t need to think about marketing. Although she will not likely want to enact a fast-growth marketing strategy, she needs to keep her marketing efforts active to sustain the business she has worked so hard to build – and to help others, which is another passion in her life.
- Go Jane Go’s desire to make an impact on the world gives her a unique marketing opportunity. She can combine her altruistic desires with her practical, professional responsibilities and donate time or money to an organization or charity she holds dear. Go Jane Go may be working to prioritize her activities, and charity work will undoubtedly remain near the top of her list. Whether she donates time, services or products to a cause, Go Jane Go can get personal fulfillment, give help to someone in need, and get her name out there at the same time.
- Sometimes Go Jane Go has trouble saying, no, when a client approaches her with a project. A crystal clear marketing message directed toward a specific group of clients may limit the projects coming through the door to only the most desirable for someone stretched as thin as Go Jane Go. This will better ensure that the company’s marketing message is attracting the right clients.
Whether a business owner is determined to define her marketing message, or resolute in maintaining her freedom while still growing her bottom line, marketing methods exist that meet an entrepreneur’s needs – and those of her company.
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Posted in Meet a Jane, Tenacity Jane 02.02.10 at 1:51 pm by Michele DeKinder-Smith
Rebecca Zwar is a Marketing Tech Coach and the owner and founder of Marketing Geeks. She is passionate about combining creative marketing with internet technology to help any sized business market themselves online. Marketing Geeks offers coaching, training and virtual assistance packages to help entrepreneurs create web-savvy marketing plans and provides the tech-smarts to connect the “what to do” with the “how to do it.” Rebecca has been featured in the print book, The Business of Being Virtual, and has been a speaker at the 2009 IVAA conference, the Summer Speaker Series, and several other online telesummits.
Rebecca didn’t initially set out to create a marketing business. After 8 years in the property management field, Rebecca started a real estate virtual assistance business in 2006. However, she quickly found most of her clients were interested in help with figuring out their Wordpress blogs and social media profiles, versus day-to-day real estate support. She loved the combination of using creative and technical approaches to market businesses online and voila – Marketing Geeks Intl. was born. “I’ve ALWAYS known I wanted to own my own business, way before I knew what kind of business it would be, because I associated it with both creativity and control” said Rebecca. “I have the ability to do whatever it is I want in my business creatively, which gives me control over my whole life, and that is the wonderful thing about being an entrepreneur. People usually think of either having to choose between being creative or in control, but I think as an entrepreneur you get to be both.”
There is one clear reward that Rebecca gets from owning her own business. “I control my life! I can take my business in any direction that feels right to me, I can support my family, and I get to do it while hanging out with my kids.”
After taking the free Which Jane Are You? assessment at www.JaneOutoftheBox.com, Rebecca discovered that she is a Tenacity Jane. “Tenacity Jane is a perfect description of my business up to this point. I experienced cash flow issues as I was launching my business and faced challenges when growing the business, while caring for two young children at home. It never crossed my mind to give up. I knew I had to make it work. I knew I would make it work, and I have. My biggest accomplishment is that I have grown into a successful business owner while spending time with my toddler and preschooler, and juggling both reasonably well.”
Rebecca urges all Tenacity Janes to keep the faith. “You’re a Tenacity Jane for a reason, and that tenacity will bring you success if you just stick with it,” insists Rebecca. “I think the Tenacity Jane type is a transition type. Your business won’t be like this forever!” Rebecca does not think that she has been another Jane type in the past, but she does believe she is in transition to another. “My business feels like it’s in growth mode now, which is an awesome feeling!”
Rebecca assists Jane out of the Box with social media marketing, the management of our blog and social media presence. “I absolutely love the potential the social media brings to businesses of any size, and being able to use it for my clients so they can see the perks and growth from social media while they focus on what they do best.”
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Posted in Events, Success Tips for Jane, Tenacity Jane 01.30.10 at 9:49 am by Michele DeKinder-Smith
Jane Out Of The Box is proud to announce a special Coffee with Jane event called Tenacity Tuesday.
This chat, hosted by Coffee With Jane, is designed for women that fall into the Tenacity Jane type, who have the passion and drive to build their business, but are still struggling with cash flow issues. As our largest group of Janes, Tenacity Janes make up one out of every three Janes. We are so moved and impressed by the drive and determination that this group of Janes has, we wanted to create a special event to give them the best chance of success.
Tenacity Tuesday is for you if you love what you do and are driven to see your business succeed, but sometimes struggle with cashflow or payday problems. We designed this chat to help you connect with other women that are in a similar place in their own business so you can build a strong support network. Plus, you’ll have the Jane Out of The Box team there to encourage and support you as we discuss topics such as:
*Mindset and Goal Setting
*Business Planning
*Pricing
*Product and Services development
*Cash Flow strategies
and lots more!
Join us for Tenacity Tuesday on Tuesday, February 9 at 9am PT/12noon ET – we’d love to see you there. All other Jane types are welcome too! We’d love to support you, and have the opportunity to learn from your experiences as well.
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Posted in Accidental Jane, Jane Dough, Merry Jane, Success Tips for Jane 01.28.10 at 6:31 am by Michele DeKinder-Smith
Traditionally, business owners may think of marketing as printing glossy brochures, placing advertising in print media, filming television commercials or recording radio ads. With the advent of the Internet and its continued ascent as a popular way to communicate, marketing has entered a whole new atmosphere. Whether a female business owner craves fast growth or desires a steady stream of income, she can take steps to put a marketing system in place to fit her needs.
A recent study from Jane Out of the Box, an authority on female entrepreneurs, reveals there are five distinct types of women in business. Based on professional market research of more than 1,000 women in business, this study shows that each type of business owner has a unique approach to running a business and therefore each one has a unique combination of needs. This article outlines three of the five types and provides tips for creating marketing strategies that meet the needs of the business, now and in the future.
Jane Dough is an entrepreneur who enjoys running her business and generally, she makes a nice living. She is comfortable and determined in buying and selling, which may be why she’s five times more likely than the average female business owner to hit the million dollar mark. Jane Dough is clear in her priorities and may be intentionally and actively growing an asset-based or legacy business. It is estimated that 18% of women entrepreneurs fall in the category of Jane Dough.
Most Jane Dough business owners want their businesses to grow – and fast. Of all the five types, she’s the most likely to say she has a long-term vision of what she wants her company to be. Nearly all Jane Doughs say they have aggressive plans, and two-thirds of them want to deliver growth of 25 percent or more during the next few years. So what is Jane Dough looking for, in terms of marketing, and how can she get it?
- Return on Investment. Jane Dough is less worried about cash flow than her counterparts, even though she takes home less money than other successful entrepreneurs. This is because she reinvests more in her business to sustain high levels of growth. So she wants her investments to pay off. Therefore, Jane Dough is likely to invest only in marketing that she’s researched and that she believes will pay off. When she does invest, she’ll invest big. And because she has done the research, it will pay off.
- Systematic, measurable marketing. Jane Dough is thrilled to spend her time managing the business, fine-tuning the operations and marketing (as opposed to other types, who love “doing the work” of their business). Because she enjoys strategizing, she will want a marketing system she can track, so she can determine its success. For example, if she markets her web site and uses that to drive business, she may want a system in place to keep track of how many people visit the site, and how many of these visitors then make purchases from the site or call for services. She may consider a direct-mail campaign for people who visit the site and ask for more information but don’t buy – and could track those customers by using a coupon or special offer. She sees running her business as a kind of game – while she takes it seriously, she is in this for the long-term and enjoys tweaking her systems here and there for increased success.
Merry Jane. This entrepreneur is usually building a part-time or “flexible time” business that gives her a creative outlet (whether she’s an ad agency consultant or she makes beautiful artwork) that she can manage within specific constraints around her schedule. She may have a day-job, or need to be fully present for family or other pursuits. She realizes she could make more money by working longer hours, but she’s happy with the tradeoff she has made because her business gives her tremendous freedom to work how and when she wants, around her other commitments.
Because Merry Jane so values her time freedom, she must consider marketing systems that don’t require her to put in much extra time but still drive work her way. Finding the right balance means maintaining that time freedom and growing her revenue. Here are some tips for doing just that:
- For maximum marketing efficiency, Merry Jane must determine exactly who her marketing will target, and why this population will purchase her product or services. In doing so, her marketing will be as efficient as possible – so whatever time she does invest will produce a greater return. To easily and quickly determine her target market, Merry Jane can ask existing customers why they chose her and what they enjoy about working with her.
- Slow-growth strategies that build relationships over time. Many Merry Jane entrepreneurs juggle several responsibilities (such as taking care of the kids and household, taking care of aging parents or even working another full-time job). They want to meet those obligations well and have smooth-running lives – so they must implement processes that maximize efficiency. Networking, affiliate marketing and referral marketing all utilize processes that could take up as much or as little of Merry Jane’s time as she wanted – and have the potential to produce new clients and to boost her bottom line.
Accidental Jane is a successful, confident business owner who never actually set out to start a business. Instead, she may have decided to start a business due to frustration with her job or a layoff and then she decided to use her business and personal contacts to strike out on her own. Or, she may have started making something that served her own unmet needs and found other customers with the same need, giving birth to a business. Although Accidental Jane may sometimes struggle with prioritizing what she needs to do next in her business, she enjoys what she does and is making good money. About 18% of all women business owners fit the Accidental Jane profile.
Most Accidental Jane business owners are satisfied with the lifestyles they’ve created. They enjoy the freedom of choosing who they’ll work with and what kinds of projects they’ll work on. They enjoy the flexibility of owning their own businesses and not being tied to employers or employees. Their biggest challenge: the ups and downs of business, which result from the proportional downs and ups in their marketing efforts. When Accidental Jane is busy, she doesn’t put much effort into marketing. When things slow down, she steps up the marketing efforts until she’s busy again. The cycle continues, causing stress when business is slow, and stress when it picks up so much that it becomes overwhelming. What’s the solution?
- Keep Up the Good Work. In many cases, Accidental Jane is successful because she is highly skilled and committed to excellence in her work and in customer service. Often, Accidental Jane left the corporate workforce and struck out on her own, and her sterling reputation followed her, attracting business through referral and word of mouth. This, in itself, is a great marketing technique and as long as Accidental Jane continues to do the good work she demands of herself, she will thrive.
- Despite a great reputation and a stream of word of mouth referrals, Accidental Janes we surveyed expressed that they would like to level out cash flow. When Accidental Jane becomes engrossed in a project, she rarely takes the time to follow up on leads. A few tips to even out cash flow: if work is almost too abundant, she can say “yes” to only projects that fit a list of specific criteria and consider delegating less important tasks to an assistant. To keep the work flowing in, she can create an effortless, automated marketing system, such as a weekly tips newsletter or a “tweet bank,” which allows entrepreneurs to create dozens of tweets at once and then send them out on an automated schedule of her choosing. Also, she should remember to gather testimonials as projects wrap up, so they’re always at hand for marketing materials or as references (a note on testimonials: they don’t have to be forced or formal. Just acknowledge someone who gives the company a compliment and ask if it can be used as a testimonial. Type it out and send it to them for review. Use these testimonials on a web site or brochure, or just mention them in casual conversation).
Whether a female entrepreneur is striving for fast growth or just looking to maintain what she’s built, she can use marketing to get exactly that. With today’s marketing options ranging from traditional materials to 140-character messages on mobile devices, anything is possible – and being a business owner is more challenging and more rewarding because of it.
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Posted in Jane Dough, Meet a Jane, Success Tips for Jane 01.26.10 at 1:45 pm by Michele DeKinder-Smith
Liz Nonnemacher is the owner and editor of www.WickedlyChic.com, a destination for shoppers seeking advice and product recommendations from the world of Indie design and fashion. Liz’s experience as trend-spotter for her two daughters led her to take the reigns of Wickedly Chic in 2006. Liz is passionate about independent business and works hard to keep her readers both entertained and informed. Readers are treated to detailed product reviews based on her extensive research and are often presented with exclusive discounts and contests from Indie designers hand-picked by Liz and her team. She has written for publications such as Ceanvas, Self in the City, Fabulously 40, My Beauty Berry, Vintage Indie, Moms Love Shopping and Everyday Baby Steps. She’s also a bi-weekly fashion blogger for the international website, Urban Darling.
Liz started her business when her oldest daughter went off to college. “I needed something more than just being a stay-at-home mom,” remembers Liz. “The idea for Wickedly Chic had been brewing in my mind for quite some time. It did not seem to matter in which city or state I resided, the same big-box stores prevailed. There was a clear need for a representation of smaller shops and venues. Being an at-home mom, you get spoiled in creating your own routine. I wanted to be able to do the same with a business.”
“One of the greatest rewards in running Wickedly Chic has been that people want to read what I write,” said Liz. “There’s an even bigger interest in focusing on small shops than I anticipated, and I’m right at the heart of that movement. My world would be much narrower without Wickdly Chic. I have met so many wonderful people and I am amazed at how my world continues to grow every day.”
After taking the free Which Jane Are You? assessment at www.JaneOutoftheBox.com , Liz discovered that she is a Jane Dough. “Originally, I planned on running Wickedly Chic on a small scale,” mused Liz. “But the more that I’ve delved into it, I see more opportunity for my vision to grow greater than I ever imagined. I spend more time working than I estimated in the beginning, especially thinking, planning and strategizing. I believe in what I am doing and am passionate about businesses that I market and promote. I need to stop and give myself more credit. Initially, I thought that Wickedly Chic was simply an idealistic dream. But I’ve managed to grow and develop the concept over the past three years and sell the idea to other women, both customers and advertisers. Over that period, I’ve been Tenacity Jane and Accidental Jane, but now I’m most positively moving down the Jane Dough path.”
What’s Liz’s advice for other Jane Doughs? “Keep reminding yourself of how far you’ve come and pat yourself on the back. It’s like being a full-time mom. There is no boss following you around to tell you what an outstanding job you are doing. Be your own cheerleader and surround yourself with other business women. Shout, ‘Yay Me!,” when it’s appropriate. It’s not bragging to let others know what is happening in your business. If you don’t toot your own horn, who’s going to toot it for you?”
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Posted in Contests for Women Entrepreneurs, Events at 7:22 am by jootbstaff
As an advocate for women entrepreneurs, Jane Out of the Box continues to share opportunities to help women shine & thrive. Here is a great opportunity to apply or nominate a woman trailblazer!
Apply to be a NAWBO/Wells Fargo Trailblazer 
- Wells Fargo and NAWBO want to recognize the extraordinary talent, drive and innovation of women business owners across the country. In 2002 we launched the NAWBO/Wells Fargo Trailblazer Award to celebrate the enormous role women entrepreneurs play in driving the American economy. We are looking for women business owners who have built successful businesses with unique products, services or delivery channels and are serving as role models for others to follow. Tell us how your business reflects your vision and commitment to building an organization that makes a difference in your community. Three outstanding women-owned businesses will be recognized for their trailblazing spirit as demonstrated by their companies’ business performance, innovation, growth and contribution to the community. Each winning business will receive a cash grant of $5,000, gain nationwide recognition, and be honored at the NAWBO Women’s Business Conference 2010 in Washington, D.C.
Apply or nominate a woman trailblazer today!
You may submit your nominations ONLINE or by mail using the attached Application Form. All applications must be submitted by February 19, 2010 to qualify.
CLICK HERE for award qualifications, evaluation criteria and nominations process.
CLICK HERE to apply online.
CLICK HERE to apply by mail.
For questions or additional information, please contact Wells Fargo Women’s Business Services at wbs@wellsfargo.com.
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Posted in Events, Trends Impacting Entrepreneurs 01.23.10 at 1:19 pm by Michele DeKinder-Smith
If you use marketing in your business, you’re probably aware that the FTC’s new regulations went into effect this past December. Are you one of the many business owners who is afraid to use results-based testimonials for marketing purposes? Wait! Before you pull all your results-based testimonials from all your marketing materials, make sure you’re clear on what the FTC really wants: in addition to the results-based testimonials you use, they just want you to provide information about your generally expected results – what a customer, in general, can expect to get from your product or services. Here’s a hint: the same tools that will allow you to keep using great testimonials can actually set the stage for massive future growth for your business – IF you know how to use them! Put the basic principles of market research to work in your business, and you’ll attract the right customers at the right time.
For more information about using market research to demonstrate your generally expected results, remain in compliance with the FTC, and get the most out of your marketing efforts, you’ll want to check out my upcoming Webinar Course, “Demonstrate My Results,” which begins January 26.
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Posted in Jane Thoughts, Success Tips for Jane 01.21.10 at 8:17 am by Michele DeKinder-Smith
Every female business owner works tirelessly throughout the year toward continued success for her company. Even so, the approach of a new calendar year is an ideal time to slow down and take a thorough look at the company’s systems, to ensure they’re as streamlined and efficient as possible. Whether a female entrepreneur wants to sustain current levels of service, or attain high levels of growth during the coming year, she can take specific steps to ensure that the success she sees is on her own terms.
Whether she’s a Jane Dough, a Go Jane Go, a Merry Jane, an Accidental Jane or a Tenacity Jane, every female entrepreneur can learn from the following tips:
Resolution 1: Examine Systems – Within the Business and Within Self
- Get it on Paper. Getting every step of every system written down is a crucial step in streamlining the business. Whether this company is a one-woman show or a corporation of 500 team members, writing each system down, step-by-step, allows a business owner to examine specific items that could be repaired for efficiency or even removed. It also provides future workers with the systems in place if a current worker leaves for some reason.
- Examine Mindset, Habits and Environment. No matter how successful an entrepreneur is, she struggles with internal conflicts at some point. Whether she has a fear of making sales calls because she believes prospects will turn her down, or she puts off collecting payments because she feels guilty asking for money, or she can’t find her desk for the pile of papers on top of it, cleaning up these “internal issues” can go a long way toward more personal efficiency and improved business efficiency.
- Consider Marketing Systems. Business owners may benefit from making a thorough analysis of their marketing techniques. An entrepreneur who wants to maintain a more steady workload may look for a marketing technique that doesn’t require much effort but gets regular, reliable results (like social networking). A business owner striving for growth may want to invest in traditional marketing, which can be expensive but nets powerful results. And someone who wants to earn more profit without putting in a considerable amount of time may leverage existing relationships by using referral offers, repeat customer offers or auto-pay options.
Resolution 2: Putting Self First, Sometimes
- From strategizing new marketing efforts and collecting payments to conducting employee reviews and creating long-term business plans, business owners can sometimes start to feel overwhelmed. Although it may seem impossible during these times, it is imperative that a busy entrepreneur literally schedule some “me time” into the calendar. No one functions at full capacity when she’s exhausted, so taking even a one-hour, no-work lunch with a friend at a great spot, or getting a pedicure at a favorite spa, or taking an entire weekend day to spend time with the family will improve efficiency once work beckons – and it will.
- If possible, take on only projects that fit into the criteria you plug into a “non-negotiable” filter. Create a list of must-have items. They may include a free day on the weekend, the ability to take an unexpected day off work if the need arises, or projects that require creative stretch. If a project comes up and doesn’t fit designated criteria, pass it on. In this way, busy entrepreneurs ensure they’re working on projects they enjoy – and work is revitalizing.
- Hire help. If a female business owner is not particularly skilled with numbers, it may be advisable to hire a bookkeeper. If she’s not proficient at marketing, she may want to hire a marketing specialist. And if she’s awesome at all things business but doesn’t enjoy the housework, she may hire a housekeeper to free up more time for her company. The key: if a business owner can work more billable hours, or generate more revenue, by hiring a professional, then the investment pays off.
Resolution 3: Communicate
- By communicating her vision with her team, affiliates and even customers, a female entrepreneur invites people to share in that vision and make it happen. Team members who feel they know what they are working toward are more effective. Affiliates who know and respect an entrepreneur’s vision can better share referrals and services. And customers who know an entrepreneur is committed are more likely to communicate their needs and desires – making the company more effective.
- Conducting regular performance reviews gives a business owner the opportunity to acknowledge team members’ hard work, and it gives team members a chance to provide feedback. This system adds motivation and efficiency for everyone involved.
- Business owners who can work on their own terms are happier and less overwhelmed. If an entrepreneur is booked for the next week and a client approaches with a new project, the entrepreneur should feel comfortable telling the client she can’t start until the following week. Clients will respect the decision, knowing their projects will receive the same time and attention to detail.
By following these tips, it is possible to make 2010 the first of many years of increased success. Take some time as this New Year approaches to examine systems, create “me time” and communicate. Success is just around the corner.
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Posted in Jane Dough, Jane Thoughts, Meet a Jane, Success Tips for Jane 01.19.10 at 1:16 pm by Michele DeKinder-Smith
Mary is the Chief Executive Officer and Chief Technical Officer of the McDonald Consulting Group, Inc. , a boutique management consulting firm specializing in helping business owners become more efficient and streamlined in their businesses. Mary started her business in 1995 and it has grown steadily since then.
Mary had always wanted to be an entrepreneur, so after a successful stint in high tech, she spread her wings and went out on her own. “The best reward for running your own business is seeing the impact you have on many others,” said Mary. “Helping them to streamline their business to improve the bottom line, customer satisfaction, and employee satisfaction is priceless.”
After taking the free Which Jane Are You? assessment at www.JaneOutoftheBox.com , Mary discovered that she is a Jane Dough. Mary is an engineer, and has always been driven to do more, better, faster, and more economically – she is the stereotypical Jane Dough. For her, business brings her a sense of accomplishment, and she has very clear ideas of what she wants to do and how she wants to do it. “Being in a male-dominated field all my life, it makes sense to me that I was probably always a Jane Dough,” said Mary. “Learning to succeed in engineering and semiconductor fabrication meant that I had to plan, then implement, a very specific strategy to succeed, which I was able to do.”
As a Jane Dough, Mary likes to work on new things, so she is always evolving her business. In addition to McDonald Consulting, she is publishing her fifth book, “Taming Procrastination – The Easy Solution to Gaining Control of Your Life“, under her “Efficiency Doctor” brand; and helps organizations implement technical tools including ISO, Lean, and Six Sigma, under her “Integration Doctor” brand. Despite this flurry of activity, Mary still takes time to spend with her two high school children and husband of 26 years, as well as sing in her church choir.
Mary’s advice to other Janes? “Each Jane has their strength – play to that strength,” said Mary. Equally importantly: “partner with others to minimize your weakness, and bring complementary skill sets together!”
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Posted in Accidental Jane, Merry Jane, Success Tips for Jane 01.14.10 at 7:12 am by Michele DeKinder-Smith
Most female entrepreneurs probably strive throughout the year to improve their business’ efficiency, strategize for growth and meet market needs. However, the New Year provides women business owners with an opportunity to slow down and really examine the structures on which they’ve built their companies, and to work strategically to better those structures for long-term success – in whatever way they define it.
A recent study from Jane Out of the Box, an authority on female entrepreneurs, reveals there are five distinct types of women in business. Each one has a unique approach to running a business – and therefore each one has a unique combination of needs. This article outlines two of the five types and provides some advice for continued success and satisfaction as they ring in 2010.
Accidental Jane is a successful, confident business owner who never actually set out to start a business. Instead, she may have decided to start a business due to frustration with her job or a layoff and then she decided to use her business and personal contacts to strike out on her own. Or, she may have started making something that served her own unmet needs and found other customers with the same need, giving birth to a business. Although Accidental Jane may sometimes struggle with prioritizing what she needs to do next in her business, she enjoys what she does and is making good money. About 18% of all women business owners fit the Accidental Jane profile.
Accidental Jane business owners report feeling confident and fulfilled in their work, and they appreciate that their businesses provide them with a great work-life balance. On the other hand, Accidental Janes often say the ebbs and flows of business can be stressful. Sometimes the workload is overwhelming, and other times there doesn’t seem to be enough work. To obtain greater satisfaction starting in 2010, Accidental Jane business owners may want to consider the following tips:
Maintain an even workload. Accidental Jane’s marketing efforts usually run opposite her workload. For example, if she has several projects to work on, she slows down her marketing efforts because she doesn’t have time for more projects. On the other hand, when she nears completion on current projects, she starts marketing to find new clients to fill her time (and keep her income steady). How does a business owner maintain an even workload?
- Create a “non-negotiables” filter. Make a list of items you absolutely must have. These items may be: one work-free day per week, the ability to take a day off to care for loved ones if the need arises unexpectedly, projects that require creative stretch or clients with whom it is enjoyable to work. If a new opportunity comes up, but doesn’t allow Accidental Jane to have all the things on her must-have list, then she can pass it on to someone else. This way, Accidental Jane will only take on projects that she’s sure to enjoy and that are in keeping with her standards for living and working.
- Design an effortless, steady marketing system. Networking systems exist that don’t take up much time, yet allow for a steady stream of marketing opportunities. This is just right for Accidental Jane, who doesn’t want to spend too much time marketing, but who will undoubtedly appreciate a steadier workload. Putting a certain amount of time into social networking outlets such as Facebook, will allow Accidental Jane to market with little effort and steady results.
- Hire help. Some Accidental Janes are reluctant to hire help, in part because they enjoy their freedom and don’t want to be tied to employees or dragged into the politics they left behind in the corporate world. Hiring a virtual assistant for several hours per week, or a personal assistant to take care of the menial chores Accidental Jane doesn’t enjoy anyway, can take some of the smaller tasks off her hands, leaving her more time to do the work she loves.
Merry Jane. This entrepreneur is usually building a part-time or “flexible time” business that gives her a creative outlet (whether she’s an ad agency consultant or she makes beautiful artwork) that she can manage within specific constraints around her schedule. She may have a day-job, or need to be fully present for family or other pursuits. She realizes she could make more money by working longer hours, but she’s happy with the tradeoff she has made because her business gives her tremendous freedom to work how and when she wants, around her other commitments.
Merry Jane loves the way her business fits into her life. It gives her the flexibility to take care of the myriad other tasks and responsibilities she must complete, and it gives her a creative outlet at the same time. On the other hand, a majority of Merry Jane business owners said they would love to make more money. In 2010, Merry Jane can increase her business’ revenue by following some simple advice:
Increase marketing and sales. Defining a business’ target market and then marketing to that group is key to increasing a company’s bottom line. It sounds simple, and it is; consider these strategies before launching a huge campaign:
- Identify the target and form a clear message. Merry Jane must decide exactly who she wants to sell to, and why those people are likely to buy her product or service. A clear target and marketing message provide maximum efficiency for any marketing activity. To best define the market, ask existing customers why they chose Merry Jane’s company, what they enjoy about the company, and how the rates compare with other companies.
- Select a fitting marketing method. Traditional marketing that includes a call to action can bring customers in fast, but it’s also expensive. Traditional sales techniques require an investment of time that a Merry Jane may or may not want to invest. Networking gives Merry Jane entrepreneurs a chance to meet with other business owners and to sell services face to face. Affiliate marketing provides opportunities to work with other entrepreneurs and to earn commission and business. Referral marketing (in which existing customers earn a reward if they refer an acquaintance) is an easy way to gain new customers without much work, but it does require a strong existing customer base.
- Leverage existing customer relationships. Create programs in which customers get rewards after spending a certain amount of money. Offer an auto-ship program, where customers automatically receive (and pay for) a product, on a weekly, monthly or annual basis. Referral programs gain new customers with little output.
A New Year is an excellent time to focus on opportunities for reaching unprecedented levels of satisfaction for business owners, in whatever way they define it. No matter how successful the previous year has been, the next year can be even better.
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