By Nell Merlino
Economists are predicting a year of economic growth for the U.S.
economy and competition will be tough for American businesses. It’s
important to note that many of today’s small businesses are owned and
operated by women. They represent 50% or more of privately held
companies but only 4.2% of their businesses generate more than $1
million in revenue.* So how can female entrepreneurs take advantage of
the upswing in the economy and take their businesses to the next level?
As the founder of Count Me In for Women’s Economic Independence, the
leading not-for-profit provider of resources, business education and
community support for women entrepreneurs, it’s my mission to help the
over eight million women business owners in the U.S. to substantially
grow their businesses. The benefit of helping this group of
entrepreneurs will result in increased revenues and job growth in
communities across the country.
Photo: Dell’s Official Flickr Page
A new year means new opportunities to reassess and explore new
avenues that put women entrepreneurs on the path to growth. Here are
five tips I recommend that small business owners consider for success:
1. Retail Giants – Turn this competition into a partnership
Working hard to drive business to your own store or website is
important but small business owners have to pay attention to
opportunities and understand what it takes to become a player in the
global supply chain. Bottom line, to compete in the marketplace you
need to produce something that is new, better and different.
There are a growing number of opportunities for small American
businesses to work with retail giants such as Walmart and Sam’s Club.
Rather than just waiting for business to come to you why not seek it out
in places where a large portion of consumers shop? Two years ago,
Walmart, a generous supporter of Count Me In, invited me to help create
its Global Women’s Economic Empowerment Initiative. One of their goals
is to purchase $20 billion worth of goods and services from women-owned
companies by the end of 2016. Another door into big box opportunity is
through the Sam Club’s Showcase event. Local vendors can approach the
manager of their nearby Sam’s Club for the chance to sample and sell
their goods for a limited time with the prospect of establishing a more
permanent relationship. Beyond brick and mortar opportunities, Amazon
and other ecommerce sites can also deliver big results.
2. Know your financials and have solid financial goals
This is something many women tend to avoid. If you’re going to grow
your business sustainably, you need to understand how your business is
spending money. Know where every dollar goes, right down to the last
dollar. You need to fully know where you’re going and what you need to
achieve in each quarter. It’s important to understand profit
.
3. Learn how to be a CEO
This is one of the biggest transitions women we work with need to
overcome. Just because it’s your company does not mean you have to do
everything yourself. In order to grow your company you need to be out there selling it. It’s called working
on your business, instead of
in your business.
Your role as CEO is knowing how to hire the right people to help you
make money. To start, write down the things you don’t like to do, don’t
know how to do, and where you just aren’t skilled. Be honest! For these
things it’s perfectly OK—and more efficient—to have someone else handle
them.
Then, think about what other areas of your business need to be
addressed? What are the skill sets they require? Is it an assistant to
deal with the manufacturer when you have a big order? Or a salesperson
or a sales force if that’s the least favorite part of your work? What
about a bookkeeper to take charge of getting your invoices out on time?
4. Get Involved
There are lots of great resources and communities out there that
provide opportunities to connect with other women small business owners
in person. These groups provide important places to be heard, to share
ideas, and find encouragement and support. Count Me In offers lots of
resources like the upcoming
competition for women from military families taking place in April 2014.
Networking opportunities can make a world of difference for
entrepreneurs. One of Count Me In’s supporters has been Ariela Balk,
whose Smart & Sexy lingerie line is in Walmarts nationwide. She has
been instrumental in helping Count Me In members find opportunities
they wouldn’t have held otherwise, to do business with Walmart and other
big box outlets.
Also consider attending at least one conference per quarter. And
no—they don’t have to break your bank. Think of it as an investment. If
carefully chosen and carefully planned, you can earn the money back in
terms of vital new contacts, new ideas and keeping up with your
industry.
5. Don’t Fear Failure
In facing challenges, I find it helpful to ask myself, “What’s the
worst that can happen?” Once I face that possibility and the
consequences that go with it, some of that fear subsides because I know I
can handle it. Being in business isn’t all about wins, it’s about
learning from your failures in order to move forward.
Change in the business is happening at a faster pace than ever.
Consistently striving to improve yourself and company will help you keep
move toward revenue growth. Here’s to a successful 2014!
*American Express Open Forum’s 2013 State of Women Owned Businesses Report
Nell Merlino is Founder, President and CEO of
Count Me In for Women’s Economic Independence,
the leading national not-for-profit provider of resources for women to
grow their micro businesses into million dollar enterprises.