Strategies
Women Business Owners Better Suited to Survive
By Ken Hein
Research shows that women often have a more positive outlook than men. This attitude is serving them well during the current economy, according to a recent study conducted by the eWomen Network. The company polled nearly 4,000 women business owners with less than 100 employees.
The majority said they were not intimidated by the economy. In fact, 72.5% said they were charging ahead and keeping a positive outlook. "People are spending so much time talking about the recession, doom and gloom and 'isn't this situation awful?' However, many women entrepreneurs are saying, 'Let's get on with it,'" says Kym Yancey, president and co-founder of the eWomen Network. "They don't want to align with that thinking. They are not in retreat mode. They are very proactive as opposed to just worrying."
Marsha Senack, owner of Ad-Centive Marketing (asi/104935), couldn't agree more. She created gold "attitude" pins that she wears to her women's meetings. "One of the things we do is introduce ourselves to the entire group. I say 'The reason I wear this is I refuse to participate in the recession.'"
Senack then gives them out to anyone who wants a pin. The item even comes with a card that reads: "Attitude is everything. Be Bold! Express your attitude with targeted promotions."
Michelle Matta, owner of A Turtle Loves You (asi/466235) shares the sentiment. "I've always been a multi-tasker," she says. "I knock on someone's door and if they don't answer, I knock on another."
Of those polled, 74% felt it was actually a good time to grow their business. Matta says, "It's always a good time to grow your business." She says you can do so by keeping up with the trends. "It's a good time to reevaluate what sells."
Still, not everyone was so optimistic. "I think businessmen are faring just as bad as we are," says Monica Weinman, president of Embroideme (asi/384168). "This may sound sexist, but a lot of women have another provider at home, so maybe they're under less pressure."
Weinman, however, says she has become more optimistic recently thanks to a big order. "If you would have called me last night, it would have been a different story."
While Senack says men may be equally as upbeat, she believes women are thriving right now because of their inherent positive attitudes – and their willingness to talk about the situation. "I don't know if it's only women," she says, "but we've certainly enjoyed talking about it that way."
Ken Hein is a New Jersey-based contributing writer to Stitches.