What’s still unique about us? The uniqueness is the fact that we have accumulated over the years, the history of a diverse group of women who are pursuing their entrepreneurial dreams, big or small. Some businesses have closed, others have grown, and many have stayed the same or changed slightly. Regardless of their stage of business, we have been able to learn from many women about their path to business success.

For a few years, especially before we changed the website format into WordPress, we thought of shutting it down. But our passion, curiosity and supporters kept us going. We couldn’t have done it without perseverance and a true intention to highlight women’s successes and challenges, and most importantly how they persevered, so that you will as well.

Wishing you a year of perseverance and persistence, followed by the realization of your vision and business dreams,

Elisa Balabram

Could you please share your background prior to starting your business?

Leticia Robles

My parents, Rolando, Sr. & Graciela Robles, owned four businesses and I ran one of them for 2 years.  They were my first teachers in the business world.

As a teacher, what inspired you to start R.B. Construction?

Being self-employed and being able to work along side my husband was my primary reason for starting our company in November 2007.  Having an educational background allows me to give clients better-informed choices.

What have been the most difficult challenges you face as a woman in a still mainly male dominated industry? How do you overcome them?

The most difficult challenge in a male dominated industry is not to take their opinions personally when it comes to working with a woman.  If I find a contractor that refuses to work with a woman, I just keep searching for one that will work with me.  The difficulty is living and working in Texas, machismo attitudes are rampant in the construction business.

Overcoming the challenges is an ongoing process of self-confidence and positive thinking.

Have you been able to do business with local, state and federal governments? How has been your experience with government procurement?

I have done business in three different states with Dallas flooring companies.  No, I have not pursued any government procurement due to my lack of commercial liability insurance at this time

How did any outside advisors make a difference in your company?

To be honest, due to the fact that the construction industry is male dominated, it has been difficult.  Continuing education is paramount in any industry.  I take advantage of webinars offered by Cisco and other agencies.

What are the services your business provides?

Commercial & residential hardwood flooring & stairs is our specialty.  Custom designed patterned panels are cut to the client’s specifications.  We do installations, repairs, and demolitions.

What are your plans for the future?

Expansion is my goal and to reach out to businesses across the borders.

What advice would you give a woman thinking of starting a construction business?

It isn’t wise to purchase your own equipment.  Until your business is financially stable, it would be best to rent your equipment.  Downsize your personal expenses to a minimum.  Plan for financial risks by finding investors, mentors, and other women doing business in construction.

Are there any other questions you wished I had asked, from which you feel Women and Biz’s readers could learn valuable lessons?

Yes, here they are:

What are you doing to take care of yourself physically to be mentally prepared for the mental challenge of working in a male dominated industry?

Make sure that you don’t forget to workout aerobically at least 3 times per week.  As women get older, we need to include weight training to sustain our muscle mass.  Eat a good breakfast everyday and eat as healthy as possible.  Drink lots of water.

and/or

What are you doing as a company to promote the community where you do business?

Find something in your community that you can become passionately involved with that could also lead to some business contacts.  Being of service is what enriches our lives.

Ms. Robles mentioned that she served on the Mayor’s Southern Dallas Task Force for Area 3 for two years.

Contact Leticia Robles through her website at http://rbizconst.com/

Could you please share your background prior to starting The Swingset Mamas?

Lizzie and Marlowe

LS- I am a graduate of UMass/Amherst with a B.A in communications.  I worked as a creative arts therapist and facilitator of therapeutic music group with elderly nursing home residents in CT.  I also performed and recorded in a rock band in New York for fun.

MB- I am a graduate of Cornell University.  I worked at Chase Manhattan Bank, Yves Saint Laurent Cosmetics, Paloma Picasso Accessories in Sales, Marketing and Promotion positions.   I always wanted to make music a bigger part of my life after growing up playing piano and guitar and being involved in musical theater. After my first child was born and my husband’s job moved us to another state- I took the opportunity to do just that!

What inspired you to start the business?

Our business really grew out of our passion to “connect families through music”.

At the birth of our first children, we were inspired to write songs to comfort of babies, our new roles as mothers and our growing families.  After recording a few of these songs for fun and performing live, we saw that many families were looking for music in varied styles that was relatable to adults as well as kids.  At the same time, we found ourselves naturally incorporating music into our routines as parents.  Power-struggles over accomplishing everyday tasks like “buckling seatbelts, getting dressed, putting on sun-screen, leaving the playground, became easier for everyone involved when accompanied by songs.  As our families reached new stages, challenges and developments, so too did the music and song subjects.  People emailed us asking us for more songs so we kept on creating new music and videos as well as performing live whenever we could.  We include our kids in the song-writing and recording process as well, which makes it a fun family experience. We feel strongly that music is a way to connect people of all ages and also helps adults and children to teach, learn and enhance everyday tasks.

How has the journey been going through the creative process and running the business with each other? 

Having been in many bands before, I had experienced the obstacle of “BIG EGOs “getting in the way of moving forward.  Marlowe and I don’t have that problem.

As busy working mothers who don’t live in the same state, we are constantly juggling job responsibilities. We have learned to be patient, jump in and take over for each other when one of us is swamped with other work or family responsibilities.

We try to remain focused on the end result and not the petty personal issues that always seem to break-up bands. We discovered early on that as partners, we know how to compliment each other and when necessary take a step back in the creative and business side of the project. We share songwriting duties as well as the business side marketing, web presence, booking shows, taxes etc.

How did any advisors make a difference in your company?

We have tried a few business managers, but most of our success has come from our own hard work.  In 2006, we did form a company with an LA based producer to film and distribute our award winning DVD “Swing, Dance and Sing”.  He was an equal financial and creative partner with us and really helped get the music distributed to a national audience.

The best advice we received was from a well-known children’s television director.  He believed in our music and encouraged us to remain true to our belief in the power of music to connect families and that success would follow.  He was right.

Tell us about The Swingset Mamas and its products:

Our products include 3 music CDs and a 15 song music video DVD.  The music of the Swingset Mamas has been awarded Parents Choice Awards, NAPPA Awards, Dove foundation awards to name a few.  Our songs are played on satellite radio and our music videos are currently shown as inter-stitial content on TBN.

We write, record and perform upbeat songs in a variety of styles including reggae, zydeco, blues, funk, rock and hip hop all with sing able, memorable lyrics for kids, and parents alike. Incorporating American Sign Language with call and response singing, our live shows create an inspiring and unique shared social experience for people of all ages and abilities.

What were the most difficult challenges you faced as you began to grow? 

One of the biggest challenges all musicians face is getting the music out there to new people.   We have always had a strong grass roots following, but to reach a new and broader audience you have to tour constantly or have major media exposure.  Since we formed the band, Marlowe has lived in 4 states.  We travel all over the country to perform, but you can imagine this requires a lot of logistical planning as we each have two children.  This has been a challenge, but our families have been so supportive, that we are able to make it work.

What are your plans for the future?  

We remain strong advocates of music as a tool for building community togetherness. As the mother of a 12 year old with Autism, Autism awareness is a top priority for the Swingset Mamas.  In addition to performing at Ability Awareness and Diversity Assemblies at schools across the country, Marlowe teaches music to kids with autism at the elementary and middle school level.  We continue to spread the message of Inclusion and Awareness of all people through our music video from our latest CS ‘Mamamorphosis” “Take a Walk in Someone Else’s Shoes”; and are constantly creating new content for families, children with autism and the community at large.

We are also in the process of creating a song- book with some of our favorite songs, visuals as well as tips for families on the best way to use the songs to teach, move, connect and have fun with each other.

What do you find most rewarding as entrepreneurs?  

When we hear our music on the radio or see our music videos on television, we feel really proud of our accomplishments. Getting our first royalty check was also pretty cool.

Our children are also now performing and playing instruments in the band with us, so as mothers this has made the project even more special.

Seeing parents and children sing, dance and make music together in a carefree way is always rewarding because it re-enforces our belief that sharing music across generations creates a shared consciousness.  We love it when parents and kids share with us that they have been inspired by our music to make up songs with their own families.

We have heard so many incredible stories from families who connect with our music.  One in particular is of a child with speech delays that had a major breakthrough from singing one of our songs.

What advice would you give women interested in starting an educational and/or music business? 

Beware of anyone who promises to make you a “Big Star”.  We have had our share of entertainment industry mishaps from people with seemingly the “right credentials” making false promises for their own interests.

We also would advise anyone entering the music business to get out there and perform live as much as possible for all populations and situations.  Also, the social media is a great tool to build a fan base and get exposure.  Offer to perform at schools during lunch periods and assemblies.  Many schools have budgets for this.  Ultimately, just love what you do and remain focused and true to your goals and dreams.  We did not start this business to make money, so whenever we are compensated financially, we are truly grateful.

How can people learn more about your music and Swingset Mamas?

Check out these two clips to get more of a feel of the Swingset Mamas.

Swingset Mamas DVD Compilation – Clips from our 15 song music video DVD

http://www.youtube.com/watch?v=2TGiF_sP6Nk

Take a Walk in Someone Else’s Shoes:  A song from our 2011 Parents Choice Award Winning CD inspired by our journey with autism and to promote awareness, acceptance and inclusion of special needs kids and all people.

http://www.youtube.com/user/Swingsetmamas#p/a/u/0/oQ3LnuQ-nE0

More at www.swingsetmamas.com

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Shay Olivarria

I grew up really poor and emancipated from foster care. I went on to earn a bachelor’s degree in anthropology with a minor in business management at California State University Dominguez Hills, work on a master’s degree at theUniversityofNorth Texas, and travel to nine countries. I made financial mistakes the whole way and I wanted students to learn from my mistakes.

What inspired you to start your business?

I had worked with youth for about ten years at that point. I was running a truancy program in Philly when I began my speaking career. The curriculum was about helping students that were chronically truant make different choices, but the students inSouth Philadelphiahave some immediate issues of food, clothing, and shelter to worry about. I started incorporating financial education points with the students. The students loved it and I was asked to update the curriculum. I saw that students really connected to me and my way of explaining things.

How did any outside advisors make a difference in your company?

I was really fortunate to have Anya Hall-Flores and Corey Nobles offering suggestions, honest opinions, and feedback. I have also taken advantage of many free webinars, and articles from others in my field. Joining LinkedIn might have been the best decision I ever made; I have received so much good advice from others in my profession.

Tell us about the products and services you offer

Bigger Than Your Block, LLC offers speaking services (keynotes, workshops, hosting) and books. High schools, colleges, and non-profits have welcomed me in to speak to groups across the country. Money Matters: The Get It Done in 1 Minute Workbook was an Amazon.com Best Seller and 10 Things College Students Need to Know About Money has been used to train TRIO staff inConnecticut.

Could you share what were the most difficult challenges you faced as you began to grow? How did you overcome them?

The biggest challenge I had was overcoming my own feeling that I wasn’t good enough. I had to overcome it one small step at a time. Every lecture is a step. Every time I am asked for my autograph is a step. Even getting my business cards printed up with my name and “CEO” under it was a step. I’m sure we’ve all heard it said that you have to, “Fake it ‘til you make it”. Sometimes that’s the best you can do.  I look really confident on stage, but most people don’t get to see me in the green room shaking like a leaf. It sounds corny, but you have to believe that you are worth it; that you can do it. Celebrate every little step and let it move you forward to the next little step.

What are your plans for the future?

Expanding my empire, of course! I love my work, but I’m ready to do more. Immediate goals include: speaking in a foreign country, selling my books in bulk to youth organizations across the country, and increasing the number of presentations I give every year.

What advice would you give an aspiring entrepreneur interested in starting a financial consulting business?

First, be yourself. There is nothing new under the sun. Of course you need to stay abreast of changes in thinking, laws, and information relating to your profession but it’s also really important to define your brand and stand behind that. People will have to trust you and to trust you they have to know who you are.

Second, build a network of people that you can ask questions. No one knows everything and things change all the time. Having people that you can turn to and ask questions about everything from marketing and selling to the correct way to approach a cold call is going to be very important.

Third, believe that you have something valuable to offer customers and then work towards increasing that value every day.

Lastly, make sure to ask for referrals and testimonials. People that have benefited from your work bring in new customers in two ways: they provide contact information for new potential clients and the testimonials they provide will assure other potential clients that you will add value for them.

Are there any other questions you wished I had asked, from which you feel Women and Biz’s readers could learn valuable lessons?

Make sure that your family is on-board with your decision to build a business. It takes a lot of time and effort. Your business will thrive if you have people that are willing to support you when you can’t make the family dinners and when you are too tired to return their calls. Having the support of loved ones will help you find strength you didn’t know you had when the check from a client didn’t come and when a huge potential deal is on the verge of coming together but you’re not sure if you’re more afraid that it will or if you’re more scared that it won’t.

For more information, please visit Shay Olivarria’s website:  www.BiggerThanYourBlock.com

It was great meeting you in York Harbor, ME, specially the way we did, with you offering a stranger (me) a ride back to safety when I was walking in an isolated area, thank you again. In my opinion, you are the perfect entrepreneur to feature in our Values issue of WomenandBiz.com.

WBiz. Please tell us about your background prior to starting your business.

Kristi Borst

KB. While I was artistic from an early age, a high school art teacher belittled my abilities. This and the then-tough economy dissuaded me from pursuing art in college. Taking a practical “what field can I be assured a job” approach, I enrolled in Bryant University and attained an AS in Executive Secretarial Science from Bryant University, graduating summa cum laude. Upon entering the workforce, it didn’t take me long to realize, however, that secretarial work was not intellectually fulfilling enough for me. I almost immediately enrolled in night school toward my BS in Business Administration.

Meanwhile, I became employed at the national headquarters of a major insurance company and, by today’s standards, was very quickly promoted from secretary to a team of 12 actuaries, to secretary in a newly-formed market research department, to market research analyst. The market research department was part of Corporate Communications and it was there that I had my career “aha” moment. I saw my coworkers in the advertising and marketing communications departments using writing and art … two of my favorite talents. I left my job shortly thereafter to pursue my degree full time. Upon graduation, I was hired by a four-person advertising agency as new business developer, account executive, copywriter, media buyer, and production manager.

WBiz. How did you come up with the idea to start Ad·Mark·Com?

KB. The owner of the ad agency at which I worked was semi-retired. Once I became proficient, he spent less and less time at the office. After being there for about a year and a half, I was pretty much running the business for him. I realized that I could run my own business just as well, if not better, than I could run someone else’s (and knew I would certainly get paid much more generously), so I gave my notice. In December, 1985 I started Ad·Mark·Com / Advertising & Marketing Communications.

I have never looked back. Owning Ad·Mark·Com and being a sole proprietor has brought me great satisfaction. I am challenged daily and wear a variety of hats on a daily basis. Being an entrepreneur (and having a strong marriage partner) has enabled me to be the kind of parent I wanted to be for our now-teenage daughters. When our children were young, they were never in day-care more than two days a week. I would work when my husband was home in the evenings and use those two core days for focused work and/or offsite meetings. As my children grew, I was here every afternoon when they got off the bus. I could take a couple of hours off to be with them or run them here and there, and work again in the evening or weekends if necessary.

WBiz. Did you want to have partners or do it on your own?

KB. I never really wanted to have employees. When I first started the business, I was utilizing free-lance graphic designers as I had worked with a designer at the previous ad agency. After a couple of years, I realized that their designs weren’t on par with what was in my head. It was at that point that I became truly a one-woman-show.

My husband of 31 years, Joe Borst, is my on-paper business partner, but he is really not involved in Ad·Mark·Com. Joe works as a controller/CFO for small hotels which don’t have the need for full-time employees, so he’s able to help with my annual tax returns. More critically, he is my sounding board in a myriad of situations, pretty much on a daily basis.

WBiz. What are the services you provide?

KB. I position my firm as “a full-service advertising agency, graphic design studio, and web marketing firm”. Essentially I provide a full range of services required in promoting a business or event to its target audience. As mentioned previously, I do all of the writing and design work. I even do photography for some of my smaller clients, which was the case on the day we met. Some buzz words that people may recognize are logo design (my passion) and branding, display advertising (print, transit and point-of-purchase), both hand-drawn and computer illustration, digital retouching and compositing (another passion), product packaging design, business collateral design (letterhead et al, annual reports, business flyers), trade show booth design, and, last but not least, web site design and online marketing.

You can probably more fully appreciate, based upon this list, why my job is so diverse. In most cases, I work as an off-site marketing manager for my clients. All media and marketing inquiries at the client’s business are directed to my phone number. Clients enjoy the quick turnaround, attention to detail, and “one-stop-shopping” that a relationship with Ad·Mark·Com provides. My largest account, Stage Neck Inn, hired me in 1987. Other clients have been utilizing me for many years. I am always open to speaking with new prospective clients. I have had exceptional results in redesigning web sites which are not working well. Many times designers just don’t know how to build a site that gets traffic, but I do.

WBiz. How have the services changed or grown since you started the business nearly 26 years ago?

KB. When I started at the advertising agency, production of ads, graphics, etc. was totally manual. I would type the ad copy on a manual typewriter, count the characters/words and provide this count to the designer for type sizing OR she would do a design framework and give me a sense of the number of words that would fit. We would then order “galleys” which were sheets of typesetting. These were manually pasted together at a drafting table. Many times, with typos or last-minute changes, galleys or type on the camera-ready art boards had to be cut to the point of removing individual letters. In the late 1980’s I purchased my first computer and graphics programs, so I have been working with these programs since their earliest versions. It was a leap from designing on paper to designing on a computer. It has simplified this part of the workflow.

In the mid 90’s Internet marketing emerged, and I learned the technology to create web sites. I believe I built the initial web site for Stage Neck Inn in 1997. Since that time, I’ve seen an incredible shift from paper to web-based marketing; I certainly feel that’s a good thing not only for our environment, but also in keeping information accessible and current.

I’ve also seen a geographic expansion of my client base. I can now work for firms on the opposite side of the country. Proofs and “face-to-face” meetings can occur via the Internet. It’s liberating.

WBiz. What do you consider the most difficult challenges you face in growing your business?

KB. Probably the most difficult challenge I face is the stereotypical challenge … cobbler without shoes scenario. I love my job and I get very absorbed in the work that I do. I love to learn and am continually growing my repertoire of and staying current with my skills. If given a choice of promoting myself or improving myself, I would choose the latter.

Typically my business has grown by customer direct referrals, or by someone seeing my work and asking my client who they use. I have been trying to attend local networking meetings to spread my contact base, but I’m pretty low-key about “tooting my own horn”. Also, when I get busy, I don’t physically have the time to be out pursuing new business. I am hoping that my next great client will be someone who reads your interview.

WBiz. What are your plans for the future?

KB. My plans are to continue operating Ad·Mark·Com as long as I enjoy the work … which I still do immensely. I am proud of the fact that I became a business entrepreneur before turning 30. Therefore, I have a while before anyone would expect me to retire.

This is my DREAM job. When the work you do is fun, when every day brings challenges and fresh tasks, and when you feel you’re helping other people to succeed and realize at THEIR dreams, there’s incredible job satisfaction.

WBiz. What advice would you give someone who wants to start a business that lasts?

KB. I would strongly advise that the business be centered on something you have a passion for doing. In my case, this job combines my love of writing AND my need to be creative. I’m also a bit of a computer techie, so the coding of web sites provides some stimulation for that aspect.

If you don’t have a business background, find some courses locally or online or be prepared to hire consultants who can provide this information to/for you. Through my two business-oriented degrees I learned broad, if not detailed, theories of finance, economics, accounting, marketing, and business law. This education provided me with a strong background with which to run my company, and pretty much negated my needing to hire a lot of people to tell me how to run the business.

I would urge the individual to appreciate that there is more than one type of wealth, to consider when setting business goals. Many people focus on growing the business so that they can make more money and have more stuff. I saw that path as synonymous with having employees and becoming a people manager rather than being able to fill my days with the creative tasks I love, so it has never been my path. I have succeeded at being there for my children AND I have succeeded in feeding my internal drive to be challenged, intellectually and creatively. I have a real sense that I have helped other people and companies succeed. I have wonderful clients, some of whom I have worked with for over twenty years, some just a couple. Most of them are now dear friends. I am richly blessed!

WBiz. As I mentioned, this issue of WomenandBiz.com’s theme is Values, what do you consider the most important business values you have?

KB. While some clients only hire me a couple of times a year for specific advertising projects, web site updates, etc., I act as off-site marketing manager for some of my other clients. I am entrusted with their marketing budget and make near-daily decisions about spending that money. I have always done so as if the budget were coming out of my pocket. What I mean is I negotiate on behalf of my client or shop around to get the best pricing from printers, publications, etc. Therefore, my clients’ money goes the furthest toward reaching their goals. I’m not sure if it’s still being done, but when I started the business, it was typical of ad agencies to mark up both media and printing purchases as a part of their compensation. I have never done this. I charge an hourly fee for my time. I have always felt this was fair to both the client and to myself.

Also, I believe in giving back to the community and do so in donating my time and/or talents to a number of local non-profit groups. I have always and will continue to respond to people who send me resumes and students doing career assessments (I once got a client this way when the applicant got a job and was in a position to hire a marketing consultant. She remembered me and hired me).

This is not business related, but it’s one of the main reasons I am featured here: I care about people and believe in not only talking to strangers but helping them if needed.

For more information about Kristi Borst and Ad·Mark·Com, please visit www.AdMarkCom.com.

WBiz. Your bio is really impressive, could you please share with WomenandBiz.com readers, your background and education experience?

KG. I have a PhD in English from Claremont Graduate University, and I’m a writer who loves literature.  I’ve been working in publishing for seventeen years.

Kate Gate

WBiz. How do you manage your time in order to wear the multiple hats as an arts manager and to run Red Hen Press?

KG. When I write, I focus, I waste no time.  When I work in publishing, that is what I do.  It is a matter of opening a room and then staying focused.  White hot focus.  Being fully present.

WBiz. What motivated you to start Red Hen Press?

KG. I knew so many fantastic writers who I felt should be published and I wanted to make Los Angeles a literary city.

WBiz. Tell us about Red Hen Press and the services it provides

KG. We publish twenty titles a year, about half poetry and half prose.

We have three major annual awards that we give to writers, with $5,000 in prize money, one of which is for the publication of an original poetry collection.

We have a literary magazine, The Los Angeles Review, that we publish twice a year.

Red Hen Press also has an outreach program, Writing in the Schools, which has served Los Angeles public school children for many years, bringing published writers into the schools to teach poetry and creative writing.

In New York and Los Angeles, we have a total of twenty-eight readings a year at ten different venues.

WBiz. How can a writer know if he/she would be a good candidate to publish his/her poetry with Red Hen Press?

KG. We publish work by poets working at the top of their form, writers who are writing at a high level of mastery. We are not concerned with certain schools of poetry but with poetry that is written with excellence, wherever it falls on the aesthetic spectrum.

WBiz. What are the most difficult challenges you face running this non-profit organization?

KG. The most difficult part is fundraising, followed by finding a permanent physical place for the press.

This issue of WomenandBiz.com is about investments, investing in oneself, investing in one’s business, investing in new projects. Could you share any investments you made in yourself or your business that were successful?

1. Getting a PhD at my own expense.

2. Meeting with my mentors on a regular basis

3. I’ve invested my time and money for the last seventeen years in literary publishing.

The results have been a successful independent press, flourishing even, over 250 books published, many awards given and many students with the experience of poetry who otherwise might not have had it.

WBiz. What advice would you give someone who is thinking of starting a non-profit organization?

KG. Find good mentors and then listen to them.

Have a group of people who you listen to, call them a board, a council, a family, but do not try to make it by yourself.  You need collective intelligence.

Don’t forget your mission.  Don’t get lost in the machinations of the day to day.  Remember the dream that got you started.

WBiz. What are your plans for the future?

KG. I plan to keep writing and to find a publisher for my new book.  I will work on my writing and will take flight. And I plan to find a permanent home for the press in Pasadena and to see Red Hen thrive to become one of the nation’s most important independent presses.

WBiz. Are there any other questions you wished I had asked, from which you feel WomenandBiz.com’s readers could learn valuable lessons?

KG. The most important thing we can do as women who are making things happen is to know what we want and ask for it.  Women don’t get what they want because they don’t go after it.  People talk about women’s power and how it shouldn’t be in acting like men.  But being passive doesn’t work.  Waiting in the palace for the prince to arrive isn’t the answer.  We must ride the horse; we must know how to make friends with the dragon, we must not wait.  We must act on the universe if we wish to change our life and open doors for others.

For more information about Kate Gale and Red Hen Press, please visit http://redhen.org/dev/.

WBiz. Could you tell us about your background prior to starting your business?

Shelby Mason

SM. Sure, I worked in television syndication sales/programming and marketing for about the last 18 years. I started at KCPQ/FOX TV in Seattle as a Program Manager, moved to NY and worked as a Director of Programming for Petry Television where I consulted and advised TV stations on their programming schedules, audience flow, programming strategy, syndication contracts and promotional opportunities. I then sold TV shows in syndication for Universal, Warner Bros hired me and moved me to Chicago where I sold TV shows for them (Ellen, Access Hollywood, People’s Court, etc) to the mid-west owners and General Managers of TV stations. After 3 years, Disney hired me and I moved up the ladder, selling in the same territory. I now sold Live with Regis and Kelly, Who Wants to be a Millionaire, Desperate Housewives and many more ABC off-network and produced programs.  After 4 years, I was promoted to VP and moved to LA to work at the Disney studios in Burbank.  I had no fashion, retail, manufacture, design experience. Hosiery was completely new to me. I had no idea what I was doing.

WBiz. How did you come up with the idea to start Leg Up, LLC?

SM. I was inspired to create Bootights^® when I went through airport security at O’Hare on my way to Fargo, ND in the dead of winter.  I was feeling stylish in my skirt suite, tights and boots but when I was forced to take off my boots and expose the ugly, white, “man socks” I had layered over my tights for extra warmth and comfort, I was humiliated enough to ask myself, why there wasn’t a better way.  After about 2 years of travelling for work and advancing in my career, I finally decided to do something about this idea that would not go away. You see, I love wearing boots (especially when living in Chicago) because they are a warm and stylish way to get around the city in the coldest of days. I also always wore tights and was so sick of having to scrounge around for a pair of socks to layer over my tights; it was inconvenient and really a pain for a busy gal on the go.  With the socks layered, my feet would still slip in my boots, the socks would bunch down, crinkle up and my feet would sweat, causing them to freeze.  I was also embarrassed when they peeked up over my boots or when I had to take off my boots when visiting a friends’ house.

After seeing Sara Blakely of SPANX on Oprah, I decided that if she could do it, so could I and so I went to work. I contacted the Hosiery Tech Center in Catawba County, NC and the director of the program, Dan St. Louis, thought Bootights^® was a fantastic idea and guided me through the process from prototype to finding the right US mills to get me started. I’m proud to say that Bootights^® are produced entirely in the USA.

WBiz. What were the most difficult challenges you faced as you began to grow?

SM. I would say knowing when to give up some of the responsibilities and delegate. I have been a one –woman machine for the most part for quite some time and just letting some of it go and getting help has been very difficult.  I knew nothing about how to manufacture, produce a product, logistics, finance, patents/trademarks, retail sales, etc. So, I have to say that every step of the way has been a challenge. I have had to educate myself and rely on the many incredibly gracious advisors and friends that I’ve met along the way.  I know how to market and have an idea about PR but I don’t know graphic design, IT, social networking (I’m old school) and those are areas that I think I have excelled at.  I didn’t know I had it in me.

WBiz. Did you want to have partners or do it on your own and why?

SM. I’m ready for partners for sure. I know my strengths and my weaknesses.  I’m a great sales gal and know how to get people excited and passionate about Bootights^®. I think I’ve recruited an incredible team so far. I also have extensive media contacts from my background at Disney, etc. I need someone on board that has finance experience and knows how to steer this ship. I would love to find the right female partner that shares my vision and has experience in fashion/retail and is ready to take on a new challenge.  I am currently raising capital and a strategic partner is key to my next phase of the business.

WBiz. How did any outside advisors make a difference in your business?

SM. Leg Up, LLC would not be here today without the help and encouragement from some incredible advisors.  I mentioned Dan St. Louis at the HTC, Sally Huston, Huston Marketing, Jennifer Weiderman (PR and Marketing professional in the footwear industry), Harry Kubetz (former VP of Operations for Kenneth Cole), SCORE has been a great resource and the list goes on and on. My mills, Wells Hosiery and Mayo Knitting have also been incredibly helpful and patient with me through this process. The North Carolina Dept. of Commerce provided invaluable help.

WBiz. How were able to get Bootights^® to be distributed at boutiques and department stores nationwide?

SM. Funny story. My first account for Bootights^® was Dillards.  Honestly, I had no idea that being bought by the department store was such an incredible accomplishment. That is how naïve I was when entering this industry. I went there and pitched my product and they bought it.  Now what? That was my thinking.  I ended up hiring independent sales reps to carry my line throughout the US, obtained Canadian, Australia and UK distributors and we are off and running. I worked for Disney until the end of January of this year so I was doing both jobs for a while and sales have grown tremendously since I left Disney and was able to focus on Leg Up.  We are anticipating an incredible season and telling my story has been a huge help in spreading the word. So many women have wonderful ideas and just need a push or a direction to get started. It has been more work than I ever imagined but it is a passion and that keeps me going during the particularly challenging days. I don’t sleep much. Neither does my boyfriend, who has been unbelievably helpful and patient throughout this whole adventure.

WBiz. What are your plans for the future?

SM. I plan to get the right investor(s) on board and take Leg Up to the next level. This season it is imperative that our major accounts, Nordstrom, Bloomingdales, Dillards, Von Maur sell-through and in the next 4 months I will do all I can to merchandise, promote and market Bootights^® at these stores. It’s not easy competing with the “big boys”. It takes marketing dollars to get the word out but it has been a bit easier I think, because Bootights^® solve a problem and are a stylish fashionable solution to wearing tights with boots. Women love to share a great idea that makes their lives a bit easier, less complicated and more beautiful.  Bootights^® is this product.

WBiz. What advice would you give someone interested in creating an innovative product?

SM. I would say that it is so much more work than you will ever imagine. I don’t have children but I know many gals who do and have created innovative products and are successful. I honestly do not know how they do it. I can’t even keep a plant alive with my schedule.  I would also tell them to use the resources that are available to them. SCORE is a great non-profit organization designed to help entrepreneurs and small business owners and WomenandBiz.com and other sites designed to help and connect women. Also, to network and start talking because I have met incredible people who have been willing to help by just sharing my story. I would also say to make sure that the product or invention that they create should fulfill a need. It is much easier to market, sell your product when it is unique and solves a problem.

WBiz. This issue’s theme is Investing – in oneself, in one’s business, in the community; would you share an investment you’ve made recently that made a difference in your life or business?

SM. I believe that investing in my good health has kept me going.  I’m in this sort of hard core work mode right now because I am really trying to grow this business but I do find when I take the time to go for a run or the gym, my day seems less stressful, I’m more relaxed and productive. It’s hard to do when you don’t sleep much and get up at 5am to deal with international and east coast markets but it is worth the effort every time.  The balance is key. Invest in balance. I’m not the best person to preach this because I don’t always follow my own advice but I do see the value of it and I try to get down time when I can to maintain my own (and boyfriend’s sanity).

I also believe that investing time in networking is key.  I have been the most amazed at how many wonderful, intelligent and gracious women I have met throughout this process. It has been one of the most pleasing aspects of this venture.

I also make an effort every time a woman contacts me with questions about how I got started. It is so important to share your knowledge and if it wasn’t for all the help I received along the way, I would not have gotten this far.  Investing in each other is important to me.

WBiz. Thank you, Shelby! For more information about Shelby Mason and her business please visit www.bootights.com.

Here are a few examples of investments you could consider for yourself:

Knowledge:

• Personal growth courses, to help you better balance your life and business, and understand what may be blocking you from growing your business;
• Business skills courses, in case you haven’t taken business classes, I suggest that you consider taking one, and maybe writing a business plan;
• Social media courses, to help you understand and navigate through all social media options available to you

Time:

• Time management skills, so that you can work more efficiently and have time to spend with family, friends and/or taking care of yourself;
• Schedule time on your calendar for you – to exercise, to relax, to go out with friends, to spend with family, to meditate, to dance, to pursue a hobby, etc.

And for your business and other side projects:

• Hire support staff – are you still wearing all the hats in your business? Maybe it is time to hire help;
• Consult with a business coach/social media expert/marketing consultant, to determine the best courses of action for the business now;
• Invest in equipment – take inventory of your equipment, and consider the possibility of upgrading it to increase productivity.
• New Business or new product/service line- is it time to invest in creating a new line? Is it time to start a new business that compliments the first one? Are you ready to start pursuing a new passion and create a business to help you express it?

After you decide on the best investments you can make for yourself and your business, set priorities, schedule time, and create a plan of action to start making the investments you need to grow yourself and your business.

How can you invest in yourself and your business this fall? Do you foresee any challenges to making it happen?