Dear Pattie,
Could you share your background prior to starting WomenCentric®?
I’ve worked in a few different industries, including advertising, textile manufacturing, yellow pages account management and non-profit companies. My experience covers production planning, advertising account production, customer service, sales, business development and marketing management and fundraising.
Pattie Simone
Been on an entrepreneurial path since 1988, when I went into business with my sister-in-law in a new, handcrafted-by-juried -American-artisans concept retail shop. When I first went out on my own, I did a variety of marketing communications planning & writing work for small to mid sized companies.
In 2003 I started writing as a reporter, covering events for a daily paper. I’ve since compiled over 650 bylines covering bridal, features and business in a variety of print and online newspapers, magazines, online publications and blogs.
When did you start WomenCentric® and how has it evolved or changed since you established it?
It started as a vehicle to support the collective efforts of 5 different women, including myself, who had a variety of skill sets/expertise, so that we could get more corporate training/speaking engagements. I turned it into a hybrid of a speakers bureau/PR agency for about a year, which was disastrous. I didn’t make any money and had a hard time selling the high price tag to established speakers. I rethought the model and made another investment to retool it, to be an affordable automated promotional/connection platform.
This past January I re-launched it as a new technology company – an online directory/personal advertising source for savvy women, worldwide. The new site contains one free and three different paid listing levels (starting from $9.95 a month or $99 yr, – $37.50 mo or $357 yr for expanded levels of digital real estate, discounts and in the top two tiers, social media campaigns). The new site also has different paid advertising options via tile and leaderboard ads. We will also be entering the app business, producing functional and fun options for site resources and busy women worldwide.
WomenCentric also has a publishing arm called SuccessPaths, which is now a weekly enewsletter covering a variety of business, career and life advancement topics/resources. A variety of thrifty advertising options are also available in this, which goes out to close to 4000 people/organizations.
Our goal is to grow WomenCentric to10 million + user base, with translated sites in at least 7 different languages, and put out numerous work and life productivity apps.
What were the most difficult challenges you faced as you began to grow?
Lack of funding and a lack of information about what my options were to grow the company to it’s full potential.
How did any advisors make a difference in your business?
My eyes were opened to its full potential as a result of discussions, events, reading and most of all, seeing The Social Network film.
What are WomenCentric®’s products/services?
We are a research & connection source so our directory has a variety of self-promotion options, including: free listings and three different levels of paid listings, delivering increased digital real estate and social media campaigns. We also offer a variety of site and newsletter advertising options, including video pre-roll ads on our advice and self-help videos.
Our Listing Experts enjoy a variety of discounted vendor services, discounted Conference fees, and new media marketing services, including social media campaign planning and execution and videos. Paid listing members get bigger rewards/discounts.
As soon as we get funding, we’ll be working on launching the first of many apps for busy women.
Who should join WomenCentric®?
Any woman author, speaker, entrepreneur or upwardly mobile career person, as well as teachers, scientists, specialists, and technology thought leaders; and any woman with one or more areas of expertise /hobbies (chefs, soccer moms, accountants, members of the media, aspiring artists, non-profit personnel/management, singers, marketing professionals, interior designers, etc.)
What do you find most rewarding as an entrepreneur?
The creativity is awesome, but most rewarding aspects of being an entrepreneur for me, is being able to act on an idea, to switch gears, to make new contacts/partnerships, to adopt new practices/services etc. in response to feedback or behavioral changes, my market’s evolving expectations, within a fairly quick timeframe.
This issue of WomenandBiz is discussing ways to put systems in place, so that the business can work more independently from the owner. Have you been able to able to set up unique systems? If yes, could you share a few?
I’m still trying to adopt the perfect daily routine, using the best apps (I just got an iPhone) and the most productive planning, accounting, client service and data management tools (Evernote.com, Concur.com, EchoSign.com, etc.)
I’m also seeing progress from disconnecting for dedicated blocks of time, so I can truly focus on specific projects – writing, blogging, making sales calls, processing email, working on client projects, etc.
What advice would you give a woman thinking of starting an online business?
Do your homework – if it sounds too good to be true it probably is. Be prepared to fail, and change your original concepts. Have reasonable expectations about income streams, and the time it takes to start and grow a business. Develop a core network of trusted advisors. Know that even with the perks of social media’s positive connection and research elements, starting and running a successful business still takes a good deal of time, sweat equity and monetary investment. Make a commitment to do it right, with a professionally designed logo/brand, messaging and communications tools.
What are your plans for the future?
I’m raising my first round of equity funding for WomenCentric, so we can make lots of improvements to the usability & existing search functions, add new functionality and intuitive behavior, add job listings, advertisers, produce –ebooks and ink awesome creative partnerships with existing women’s networking groups.
Eventually we’d like to launch a branded line of licensed products, have a radio show and produce a business and life advancement web series for women as well as a documentary about women entrepreneurs.
Personally I’m submitting my first book proposal this month, so I’m looking forward to becoming a published author next year!
Are there any other questions you wished I had asked, from which you feel Women and Biz’s readers could learn valuable lessons?
Yeah – one is are you having fun?? And the answer is a resounding YES!
Secondly – are you hiring people or outsourcing to independent contractors?
YES – since my daughter started working with me my productivity has gone through the roof. Lack of people power is an immense stumbling block to get over. I’ve heard this time and time again from all the successful entrepreneurs I’ve interviewed – great people help fuel better results. That’s why I can’t wait to hire more smart people, to keep my business energized and going forward!