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$8.00 Fall 2024 Andrea Wagner and LuxLined: A revolution in sweater comfort and women’s empowerment Andrea Wagner (front and center), with good friends supporting her vision: Karen Burkhart, Tracey Grace, Tana Greene, Brandi Harleaux, Shea Murtaugh, Sima Patel, Minerva Serrano and Taliah Waajid. PLUS: Breaking the cycle that keeps women from raising venture capital What every CEO can learn from Olympic champion Simone Biles Leaders are built, not born Planning a successful exit strategy Top tips for incentivizing your team

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A special invitation to submit your nomination for the 2025 Enterprising Women of the Year Award Fall is an exciting time for our team as we open the nomination process for the annual Enterprising Women of the Year Awards. Nominations open Oct. 1 on our website at www.enterprisingwomen.com. We published our first issue of Enterprising Women in May 2000 so we are also excited to celebrate the magazine’s 25th anniversary in 2025. We are planning a very special celebration March 27-29, 2025 at the Grand Hyatt in Nashville. We are often asked about the criteria used by our judges to select award winners. First, you must have been in business as a womanowned company a minimum of three years and share your projected revenues for year end 2024, plus provide the previous two years of revenue. We look for increasing revenues over the past three years to show that your company is financially strong and growing. Next, we look for women entrepreneurs who are leaders in their communities at the local, state, national or international level. We like to say that it is not enough to run a great business—you must give back in significant ways. And finally, we want to see how nominees are mentoring or giving back to other women or girls. Mentorship has been a core value for Enterprising Women since the beginning so sharing how you are helping to shape those who are following in your footsteps is very important to us. Our conference in March brings together 100 recipients of the Enterprising Women of the Year Award and serves as the annual meeting for our prestigious 150-member Advisory Board. Adding to the excitement for 2025 will be the Enterprising Women Foundation’s Young Enterprising Women Program hosting 100 scholarship recipients from across the U.S. and Canada who will gather in Nashville March 28-30 for leadership training and mentoring. These young women will be selected from 26 cities during our Young Enterprising Women Mentoring Forums hosted this fall and winter at under-served high schools from Brooklyn, NY to San Diego, CA. This is a life-changing experience for these young women, and we are proud that this program has nearly doubled in size in each of the last three years. Finally, our Peace Through Business Program, which offers entrepreneurial training and mentorship to women business owners in Afghanistan, Rwanda and Uganda under the umbrella of the Enterprising Women Foundation, will convene in Nashville in March as well. This delegation will participate in its own programming two days prior to the Enterprising Women Conference, and then delegates will attend our full conference. We hope this will be an enriching cross-cultural experience for everyone. If you are excited about being a part of this conference and helping us celebrate our 25th anniversary, we hope you will submit a nomination for the Enterprising Women of the Year Award. If you are a previous winner, please share the link with peers you believe are deserving of this honor. Everyone is welcome! We look forward to hosting many of you in Nashville in March 2025, celebrating the accomplishments of our award honorees, reuniting with old friends who serve on the Enterprising Women Advisory Board, and celebrating our milestone anniversary! —Monica Smiley msmiley@enterprisingwomen.com enterprising Women 3 EDITOR & PUBLISHER Monica S. Smiley EDITORIAL DIRECTOR Carol L. Genee ASSOCIATE EDITOR Kathy Ann Moilanen PRODUCTION MANAGER Carley M. Dancer CONTRIBUTING WRITERS Angela Dingle Caryn Kopp Deborah Garry JoAnne Gritter Elin Barton LuzElena Rivers Betsy Bassan Allison Wood Marilyn J. Magett Susan Michel Flossie Hall Tasneem Dohadwala Anne Descalzo Jessica Fialkovich Jodi Standke Keisha Rivers Lori Harris Jennifer Sun Kathy Durfee Katie Schibler Conn Jill Calabrese Bain Dawn Nichols Sue Pellegrino Lori P. Purnell Dana W. Chang Suzanne Martin Molli Batteford Erika Allen Gina Rivera Judi Sheppard Missett Sandi Webster, PhD Manishi Sagar Dr. Janis Shinkawa ART DIRECTION/DESIGN SPARK Publications VIDEO PRODUCTION MANAGER Alexander Dancer WEBSITE MANAGER Myra Ray EVENT CONSULTANTS Beth Blake Jamie Kopp CORPORATE & ADVERTISING SALES OFFICES 1135 Kildaire Farm Rd. Suite 200 Cary, NC 27511 USA www.enterprisingwomen.com ENTERPRISING WOMEN is published quarterly by Enterprising Women Inc. Annual print subscription rate is $20. Subscribe online at www.enterprisingwomen.com. Download our app in the Apple Store or Google Play. International print subscribers please add $25US for international postage. Enterprising Women is copyrighted 2024 by Enterprising Women, Inc. All rights reserved. Reproduction in whole or part is prohibited except by permission of the Publisher. The views expressed by contributing writers in this issue are not necessarily those of the staff or management of Enterprising Women Inc. Enterprising Women is not responsible for claims made by its advertisers. Monica S. Smiley FROM THE PUBLISHER

enterprisingwomen.com Women THE VOICE OF WOMEN ENTREPRENEURS Vol. 25, No. 3, Fall 2024 FEATURES SALES AND MARKETING 10 If you want a meeting, ask for one. 12 Unlocking the power of engagement and why it matters on social media. 14 What is value-driven marketing? 16 Telling your impact story: A vital tool for business success. FINANCE 28 Navigating cash flow and forecasting for business growth. 30 Investing in dreams: How strategic college savings can transform education opportunities. ACCESS TO CAPITAL 32 W hy (and how) successful women business owners should support and invest in other women. 40 Cover story: Luxlined—a revolution in sweater comfort and a catalyst for women’s empowerment. DEPARTMENTS 4 enterprising Women

DEPARTMENTS RISK MANAGEMENT 63 How to manage loss control risk for workplace safety. PARTNERS 8 How WIPP educates women business owners on Federal contracting. PERSONAL GROWTH 58 Investing in yourself: The role of personal development in business success. BOOKS 64 An excerpt from Brilliant Leadership: Patterns for Creating High-Impact Teams. HEALTHY YOU 77 What every CEO can learn from Simone Biles. 78 Navigating the emotional landscape of caregiving. GLOBAL VIEW 80 Ancient knowledge and modern purpose: Letting old wisdom guide modern business practices. SPOTLIGHTS 66 Jessica Brooks Gourmet Haven 68 Dr. Tameka L. Payton, PhD Psychometric Solutions, LLC 70 Erika Allen Urban Growers Collective 72 Dr. Linda DeanDuru and Dr. Krystle Dean-Duru Ashburn Children’s Dentistry 74 Gina Rivera Professional Women in Construction 76 Zoe Leffler Cycl COLUMNS 3 Publisher’s note 82 Endnote 34 Breaking the cycle: Why female-founded startups are still struggling to raise venture capital and what to do about it. 37 Resilient entrepreneurs: Inspiring a womenbacked VC fund. MANAGEMENT 19 Building a self-managing company. 22 Employee ownership: A premier model for boosting business success. 25 How to keep an M & A transaction from falling apart before you reach the finish line. LEADERSHIP 46 Leaders are built, not born. 48 Are your leaders scale-ready? 50 Leading culturally: Where to start. 52 Innovative leadership for a resilient workforce: Putting people first. SUCCESSION PLANNING 44 How women founders can plan a successful exit strategy. HUMAN RESOURCES 60 Does offering food in the office really improve morale? 62 Three tips for incentivizing employees beyond financial rewards. TECHNOLOGY 54 Navigating the IT maze: Empowering business leaders with tech savvy. 56 The advertising apocalypse: Digital cookies are crumbling. enterprising Women 5

Melissa Adam United Parcel Service www.ups.com Christy Alexander 5-Star Therapy www.5-startherapy.com Leslie Atkins LA Communications, LLC www.corporatestorytellers.com Robin Bailey The Legacy Connection www.callerconnection.com Robert Bard Latina Style www.latinastyle.com Elin Barton Riveo Creative www.riveocreative.com Betsy Bassan Panagora Group www.panagoragroup.net Susan Phillips Bari The Susan Bari Company www.SusanSpeaks.online Lorin Beller Lorin Beller & Co www.LorinBeller.com Sarah Benken KNOW Women www.theknowwomen.com Fran Biderman-Gross Advantages www.advantages.net Gloria Bohan Omega World Travel www.owt.net Giselle Bonzi Washington Capital Partners www.washingtoncapitalpartners.com Kristina Bouweiri Reston Limousine www.restonlimo.com Renee Bovelle, MD Envision Eye and Laser www.envisioneyeandlaser.com Jeska Brodbeck Be Light Consulting www.belightconsulting.com Barbara Brown, PhD Capitol Hill Consortium for Counseling and Consultation www.ccccmentalhealth.com Natalie Buford-Young Springboard Enterprises www.springboardenterprises.org Camille Burns Women Presidents Organization www.womenpresidentsorg.com Dominique Cagle Nika Corporate Housing www.nikacorporatehousing.com Jennie Campbell The Stewart Lodges (retired) www.stewartlodgeatsteelwood.com Mary Cantando WomanBusinessOwner.com www.womansadvantage.biz Susie Carder SC Consulting www.SusieCarder.com Seema Chawla Tek Valley Corporation www.tekvalley.com Diane Chen, PhD CESI Debt Solutions www.cesidebtsolutions.org Laura Chiesman FirstWave Financial www.firstwavefinancial.com Nicole Cober Cober, Johnson & Romney www.cjrlegal.com Rebecca Contreras AvantGarde LLC www.avantgarde4usa.com Wendy Coulter Hummingbird Creative Group, Inc. www.Hummingbird-creative.com Carolyn Marshall Covington Insightful Visionaries www.insightfulvisionaries.org Karen Cripe Label Logic, inc. www.label-logic.com Carol Curran Phoenix Data Corporation www.phoenixdatacorporation.com Shital Daftari Saris and Things Inc. www.sarisandthings.com Sharon Davison 1021UX.com www.SharonADavison.com Michelle DeClerck Conference Event Management. www.myCEM.com Laurie DeJong LDJ Productions www.ldjproductions.com Anne Descalzo Clutch www.connectwithclutch.com Harriet Diamond Author, writer, speaker www.harrietdiamond.net Emilia DiMenco & Hedy M. Ratner Women’s Business Development Center www.wbdc.org Nathalie Doobin Harvard Services Group www.harvardsg.com Desiree Doubrox HomWork www.homwork.com Kathy Durfee TechHouse www.tech-house.com Jen Earle National Association of Women Business Owners www.nawbo.org Susanne Evens AAA Translation www.aaatranslation.com Marsha Firestone, PhD Women Presidents Organization www.womenpresidentsorg.com Celeste Ford Stellar Solutions, Inc. www.stellarsolutions.com Judy Fourie Fourie Group www.fouriegroup.com Edie Fraser Women Business Collaborative www.wbcollaborative.org Anne Freedman Speak Out Inc. www.speakoutinc.com Joan Killian Gallagher Warden-Brooks, Ltd. www.wardenbrooks.com Jayanthi Ganapathy Finaccurate LLC www.finaccurate.com Twyla Garrett Growth Management Services, Inc. www.hiregms.com Deborah Garry BBG&G Advertising & Public Relations www.bbggadv.com Dima Ghawi www.DimaGhawi.com Molly Gimmel Design To Delivery Inc. www.d2dinc.com Chanie Gluck 4D Global www.4dglobalinc.com Lili Hall KNOCK, Inc. www.knockinc.com Monick Halm Real Estate Investor Goddesses www.realestateinvestor goddesses.com Linda Hamilton Linda A. Hamilton, CPA PLLC www.lahcpas.com Darnyelle Jervey Harmon, PhD Incredible One Enterprises ,LLC www.incredibleoneenterprises.com Lori Harris Harris Whitesell Consulting, LLC www.harriswhitesellconsulting.com Melissa Harrison Allee Creative, LLC www.alleecreative.com Cynthia Hetherington Hetherington Group www.Hetheringtongroup.com Dana Hetrick Lucas Commercial Flooring Group, Inc. www.lucasflooringkc.com Sonya Hopson HIRE Strategies LLC www.hire-strategies.com Sally Hughes Caster Connection www.casterconnection.com Sharon Hulce Employment Resource Group, Inc. www.ergsearch.com Kathleen Hunt Personalized Payroll Services, Inc. www.personalizedpayroll.com Barbara Hutchinson, MD, PhD Chesapeake Cardiac Care www.ccardiac.com Asma Ishaq Modere www.modere.com Debby Jackson Pivotal Talent Search, LLC www.pivotaltalentsearch.com Kathryn Janicek Kathryn Janicek Productions www.kathrynjanicek.com Marilyn Johnson MarilynjSpeaks.com www.marilynjspeaks.com Nina L. Kaufman, Esq. www.NinaKaufman.com Karen Kerrigan Small Business & Entrepreneurship Council/ Women Entrepreneurs Inc. www.sbecouncil.org Merrilee Kick Southern Champion / BuzzBallz, LLC www.southern-champion.com www.buzzballz.com Sung-Joo Kim Sungjoo Group www.sungjoogroup.com Caryn Kopp Kopp Consulting, LLC www.koppconsultingusa.com Margery Kraus APCO Worldwide www.apcoworldwide.com Cathy Light Lideranca Group Inc. www.liderancagroup.com Julie Lilliston Julie Lilliston Communications www.julielilliston.com Kirsten Liston Rethink Compliance LLC www.rethinkcomplianceco.com Virginia Littlejohn Quantum Leaps, Inc. www.quantumleapsinc.org Renee Pepys Lowe RPL + Associates www.rplassociates.com Maril MacDonald Gagen MacDonald www.gagenmacdonald.com Gia Machlin Eco Plum Inc. www.ecoplum.com Marilyn J. Magett Evolve CFO Services www.evolvecfoservices.com Rúna Magnúsdóttir Connected-Women.com www.connected-women.com BRANDit www.brandit.is Purba Majumder Cybervation www.cybervationinc.com Francine Manilow Manilow Suites, Inc. www.manilowsuites.com Andrea March Women’s Leadership Exchange www.womensleadershipexchange.com 6 enterprising Women

Angela Marshall, MD Comprehensive Women’s Health www.mdforwomen.com Kris Martinez Martinez Creative Group www.martinezcreativegroup.com Patricia Marx New World Van Lines www.newworldvanlines.com Virginia McGann Value Management Resources www.vmresources.net Martha Mertz Athena International www.athenainternational.org Susan McGlory Michel Glen Eagle Advisors, LLC www.gleneagleadv.com Wanda McKenzie McKenzie & Associates Janice Migliore PALCO www.gotopalco.com Patricia Miller SpaceBound www.spacebound.com Judi Sheppard Missett Jazzercise, Inc. www.jazzercise.com Shaila Rao Mistry JAYCO MMI www.jaycopanels.com STEM-Institute www.stem-institute.org Cindy Monroe Thirty-One Gifts www.cindymonroe.com Fatimah Moody Linkvisum Consulting Group www.linkvisum.com Jacqueline Muller 3DOM (Asia Pacific) Ltd. www.jacquelinemuller.com Bonnie Nawara Association of Women’s Business Centers www.awbc.org Terry Neese Peace Through Business www.enterprisingwomen foundation.org Phyllis Newhouse Xtreme Solutions, Inc. www.xtremesolutions-inc.com Marlene Morrison Nicholls Stewart Morrison Insurance www.stewartmorrison.ca Nkem Okeke, MD Medicalincs www.medicalincs.com Kathie Okun The Okun Financial Group, Inc. www.theokungroup.com Jill Osur Teneral Cellars www.teneralcellars.com Pooja Chandra Pama ACE Foods www.acefoods.org Neelima Parasker SnapIT Solutions LLC www.snapit.solutions.com Shina Parker Integrity Title & Escrow Company www.integritytitlellc.com Desirée Patno National Association of Women in Real Estate Businesses www.nawrb.com Kathleen Scheil Pavlik IBM - retired www.ibm.com Tameka L. Payton, Ph.D. Psychometric Solutions, LLC www.pychometricsolutions.org Sue Pellegrino Everest Discovery www.EverestDiscovery.com Silvia Pencak WBE Canada www.wbecanada.org Iris Phillips Grace Federal Solutions, LLC www.gracefederalsolutions.com Shelly Porges Beyond the Billion www.BeyondtheBillion.com Barb Potter TJ Potter Trucking Inc. www.tjpottertrucking.com Esther Poulsen Raare Solutions LLC www.raaresolutions.com Jeanette Hernandez Prenger ECCO Select www.eccoselect.com Fabi Preslar SPARK Publications www.sparkpublications.com Pamela Prince-Eason Women’s Business Enterprise National Council www.wbenc.org Marcel Quiroga TQM Wealth Partners www.tqmwealthpartners.com Sara Rahn Madison Avenue Worldwide, LLC www.madaveww.com Adonica Randall Abaxent LLC www.abaxent-global.com Marti Reeder Edge Solutions & Consulting, Inc. www.edgesolutionsinc.net Lisa Rehurek The RFP Success® Company www.therfpsuccesscompany.com Sharon Reynolds DevMar Products, LLC www.devmarproducts.com Lisa Riggs Sock Queen Spirit Sox USA www.spiritsoxusa.com Keisha A. Rivers The Kars Group LTD www.karsgroup.com LuzElena Rivers, DBA AMERA www.myamera.com Helena Rodrigues AllBy www.allby.pt Lynthia Romney RomneyCom L.L.C. www.RomneyCom.com Manishi Sagar Kinderville Group www.kinderville.com Mariyah Saifuddin Innovative Solution Partners www.isolutionpartners.com Liz Sara SCORE Foundation www.nwbc.gov Katie Schibler Conn Katie Schibler & Associates, LLC d/b/a KSA Marketing www.teamksa.com Judith von Seldeneck Diversified Search Group www.Divsearch.com Charmane Sellers API Design Build Group, LLC www.aleonpropertiesinc.com Jennifer Serino My Hot Lunchbox www.myhotlunchbox.com Minerva Serrano Activus Connect www.activusconnect.com Mary Ellen Sheehy Vistage www.vistage.com Ciemone Sheppard Ciemone Inc. www.ciemoneinc.com Arianna Sholes-Douglas, MD Tula Wellness & Aesthetics www.tulawellnessmd.com Esther Silver-Parker The Silver-Parker Group www.silverparker.com Robyn Smalletz Gloria Duchin, Inc. www.gloriaduchin.com Tressa Smallwood MegaMind Media www.megamindmedia.com Maria de Lourdes Sobrino Lulu’s Dessert Inc. www.lulusdessert.com Carol Soman Dashboard Enterprises www.dashboardny.com Jodi Standke Talon Performance www.talonperformancegroup.com Nicolina Stewart, CPA Capital Management Advisors, Inc. www.cmaadvisors.net Roseann Sunwoo Clara Sunwoo www.clarasunwoo.com Joanne Tabellija-Murphy Walmart www.corporate.walmart.com Michelle Taylor BETAH Associates www.betah.com Shelli Tench Shelten LLC www.sheltenllc.com Gulden Turktan, PhD International Women’s Forum Turkey www.iwfturkey.com Kay Unger Pitman Kay Unger Family Foundation www.kayungerdesign.com Elizabeth A. Vazquez WEConnect International www.weconnectinternational.org Letty Velez Velez Global Enterprises www.velezglobalenterprises.com Cristina Vicini The International Alliance of Women www.tiaw.org Andrea Vigil Allegiant Electric LLC www.allegiantelectricllcnv.com Jill Vitiello Vitiello Advisory https://www.linkedin.com/in/ jillvitiello/ Lucie Voves Church Hill Classics www.diplomaframe.com Andrea Wagner Herizon Funding www.herizonfunding.com Deborah Ward Televergence Solutions www.televergence.com Joanna Wasmuth Erase Poverty www.erasepoverty.org Nancy Watt Nancy Watt Communications www.nancywattcomm.com Sandi Webster, PhD Sandi Webster LLC www.sandiwebster.com Cheryl White National Access Design LLC. www.nationalaccessdesign.com Lynn Whitesell Harris Whitesell Consulting, LLC www.harriswhitesellconsulting.com Shakenna K. Williams, PhD Babson College http://www.Babson.edu Bonnie Wong Asian Women in Business www.awib.org Victoria Woods ChappelWood Financial Services www.chappelwood.com Mei Xu Mei Xu & Co. LLC www.meixu.com Sandra Yancey eWomenNetwork.com www.ewomennetwork.com Tina Young Quality Compliance & Management www.QCMConsulting.com Jenny Jing Zhu Lush Decor Home www.lushdecor.com enterprising Women 7

PARTNERS by Angela Dingle Empowering Women Entrepreneurs How WIPP Educates Women Business Owners on Federal Contracting The impact that women-owned businesses have on the U.S. economy is undeniable. They fuel economic growth, create millions of jobs, and generate over $1 trillion in annual revenue. In an era where women are making significant strides in entrepreneurship, the path to securing federal contracts remains a formidable challenge for many. Federal government procurement represents a lucrative yet complex market that demands a nuanced understanding of regulatory requirements and strategic engagement. Enter Women Impacting Public Policy (WIPP), a trailblazing organization dedicated to leveling the playing field for women business owners, including those aspiring to tap into federal opportunities. Since its inception in 2001, WIPP has remained committed to being a strong advocate for America’s 14 million womenowned businesses who have proven themselves to be economic powerhouses, accounting for 39.1% of all businesses in the U.S. and employing 12.2 million workers and generating $2.7 trillion in revenue. Understanding the Federal Procurement Landscape Federal contracting is a powerful avenue for business growth. The U.S. government is one of the world’s largest buyers of goods and services, with billions of dollars allocated annually across various sectors. For women-owned businesses, winning federal contracts can mean substantial revenue and increased market visibility. However, navigating this realm is fraught with complexity, from understanding the regulatory environment to competing in a marketplace with established players. WIPP’s Mission and Impact WIPP is a national non-profit organization that champions policies and programs designed to support women entrepreneurs. WIPP has established itself as a critical advocate and resource provider for women business owners, particularly those interested in federal contracting. The organization’s mission is to drive policy changes that enhance women’s economic opportunities and to deliver educational resources that empower women to thrive in the competitive federal procurement space. Educational Initiatives and Resources WIPPs strategic direction is guided by the principles of Advocacy, Community and Education (ACE). When we are on the Hill advocating for parity, equity, equality, and inclusion from a procurement perspective, we also want to ensure women-owned businesses have the capacity to fulfill. We offer a wide range of programs and resources designed to demystify the federal contracting process and equip women business owners with the knowledge and tools they need. Here are some key initiatives: 1. C hallengeHER ChallengeHER is a national initiative aimed at enhancing government contracting opportunities for womenowned small businesses, with a specific emphasis on the Women-Owned Small Business (WOSB) Federal Contracting Program. Launched in April 2013 by WIPP, American Express, and the Small Business Administration (SBA), ChallengeHER offers a range of resources including free workshops, mentoring, and direct access to government buyers through both in-person events and webinars. WIPP organizes these comprehensive workshops tailored to different stages of the federal contracting journey, and cover a spectrum of topics, including but not limited to understanding Federal Acquisition Regulations (FAR), strategies for crafting compelling proposals that meet government requirements and stand out from the competition, and insights into maintaining compliance with federal regulations and fulfilling reporting obligations. These workshops often feature experienced contractors, federal officials, and industry experts who provide firsthand knowledge and practical tips. In its 11th year ChallengeHER has serviced over 26,000 women business owners. You can learn more about this valuable educational program by visiting www.challengeher.us. 2. M atchmaker Madness Recognizing the importance of networking, WIPP facilitates connections between seasoned business owners and newcomers. This bi-annual program creates an environment that is ripe for procurement opportunities and success. WIPP convenes government agencies, prime contractors, corporations, and women-owned businesses for the sole purpose of exploring contracting opportunities, in both the public and private sector. Matchmaker Madness enables women business owners to meet one-on-one in a private virtual environment with buyers to develop relationships and understand their purchasing process. You can check out this and other events by visiting www.wipp.org/events. 3. A dvocacy and Policy News Understanding the intersection between policy and business is critical to success for women-owned businesses. Beyond education, WIPP is actively involved in advocating for policies that support women business owners. Advocacy and Policy News offers WIPP members a comprehensive briefing on current legislative developments in Congress and their direct implications for business operations. WIPP works closely with policymakers to influence legislation and regulations that affect federal procurement. In fact, WIPP was instrumental in influencing and providing insight to Congress for over 10 years to pass legislation for the 8 enterprising Women

APCO WORLDWIDE PROUDLY SUPPORTS ENTERPRISING WOMEN FOR ITS COMMITMENT TO SUPPORTING WOMEN APCO IS CERTIFIED BY WBENC AS A MAJORITY WOMEN-OWNED BUSINESS apcoworldwide.com As a woman-founded business that today is the largest certified majority women-owned communications firm in the world, we know that the advancement of women in business is not only the right thing to do, it is a business imperative. 57%OF OUR GLOBAL LEADERSHIP TEAM POSITIONS ARE HELD BY WOMEN OF APCO’S WORLDWIDE OFFICES ARE LED BY WOMEN 1/2 Woman Owned Small Business (WOSB) Federal Contracting Program. You can learn more about our policy priorities by visiting https://cdn.ymaws.com/www.wipp. org/resource/resmgr/economic_blueprint/ wipp_2024_economic_blueprint.pdf and learn more about reaching your elected officials at www.wipp.org/ page/ Connect-with-Congress. By engaging in policy discussions and representing women’s interests, WIPP helps create a more favorable environment for female entrepreneurs. This advocacy includes lobbying for increased transparency in the procurement process, advocating for set-aside programs that benefit women-owned businesses, and pushing for reforms that simplify compliance requirements. 4. O nline Resources. Designed to empower attendees with practical knowledge and actionable advice, WIPP’s digital resources equip women entrepreneurs with the tools needed to thrive in competitive business environments. WIPP provides a wealth of online materials, including: ■ Webinars and Online Courses: Accessible from anywhere, these resources cover key topics in federal contracting and are often archived for future reference. For example, PRO Table Talk is a webinar series tailored for women business owners seeking expert insights on Procurement, Resources, and Opportunities (PRO). Led by subject matter experts, each session delves into critical topics such as procurement strategies and navigating government contracts. ■ Women’s Business Research: Data and research are at the core of every business decision being made and at the current time, there is a gap in the marketplace particularly relevant to women in business, and government contracting, as well as women businesses in the private sector supply chain. You can learn more about WIPP’s commitment to enhancing the capacity and economic growth of women-owned businesses across the nation. Learn more about WIPP’s Education Institute by visiting www. wippeducationinstitute.org. The impact of WIPP’s work is evident in the success stories of women entrepreneurs who have leveraged the organization’s resources to secure federal contracts and grow their businesses. These stories highlight the practical benefits of WIPP’s programs and serve as inspirational examples for others. For women business owners aspiring to make their mark in this arena, WIPP stands as a beacon of support and a catalyst for success. ANGELA DINGLE is President and CEO of WIPP. Learn more at www.wipp.org. enterprising Women 9

SALES & MARKETING by Caryn Kopp insta_photos / Shutterstock.com If You Want a Meeting, Ask for One Most people say they want more prospect meetings. In fact, I don’t know a single person who says they don’t want “more.” But few do what’s actually needed to get them. In some cases, what’s needed is obvious such as spending more time on proactive outreach. There is a direct correlation between time spent and success as long as you’re doing outreach correctly. In other cases, the right amount of time is spent but the quality of the interactions (email and phone) is poor— i.e. no personalization or depth to the communication which would help a busy executive decide that a meeting would be time well spent. These interactions carry little hope of landing meetings and, worse, could leave prospects with negative impressions causing more harm than good. These two aspects of outreach seem obvious and are relatively easy to fix assuming you have a seller with door opening DNA and a manager who understands how to manage this aspect of sales. But there is another aspect of outreach that often falls in a blind spot for sellers and their leaders, which actually prevents meetings from being booked, and leaves everyone scratching their heads wondering what went wrong. One time I was coaching a client’s sales team so they could land more meetings with the right prospects. When our company does this, our process is to create the Door Opening Sales Message and Answers for Objections and then train sellers to use the messaging with the right techniques to land more meetings. After sellers demonstrate proficiency in using the sales messaging through situational role play, they start making calls under the careful watch of one of our Door Opening Strategists. In doing this we can monitor, in real time, what sellers are doing right, what they’re doing wrong and where sellers can make changes to their workflow to be more efficient with time spent. This “Workflow Training” is a critical part of onboarding and management that is often overlooked and can actually prevent sellers from successfully landing prospect meetings. You may wonder, if managers monitor the CRM and key outreach KPIs (key performance indicators), why is “workflow” in a blind spot? Managers may have visibility into what sellers are doing IF the CRMs are up to date (which they rarely are) and IF they know what outreach Effectiveness Metrics™ to monitor (which they rarely do). Even if the CRM is up to date and leaders know the metrics to monitor, the CRM tells only a small portion of the story because it is a self-reported tool. If sellers don’t know something is wrong in their workflow, it may never be reported. For the client I described above, one seller did very well on his role play and crushed it on pinpointing nuggets to personalize the message. He did well initiating prospect conversations and knew the answers for the objections. If all of this went right, why were there so many live conversations (a KPI that should be tracked but often isn’t) and 10 enterprising Women

so few meetings booked (a KPI that is usually tracked)? For this seller the CRM reported an overwhelming number of prospects whose objection (a KPI which should be tracked) was “not interested.” The manager took that for face value and, due to the low number of meetings, the seller was in danger of being fired. During our Workflow Training with this seller, we uncovered the problem. It wasn’t that prospects weren’t interested, it was that after he engaged prospects in conversation, and answered their objections, he didn’t ASK for the meeting. He never said, “How’s Thursday at 10?” This seller could have lost his job because he (and his manager) didn’t realize that the ASK was missing from his workflow. It wasn’t reported in the CRM because he didn’t realize he wasn’t doing it. That day, our Strategist saved this seller’s job by prompting him, “Date & Time” when the conversation got to the right place. This part of workflow would never have been corrected unless someone who knew what to look for, monitored the outreach session in real time, uncovered what was in the blind spot and fixed it. Once corrected, the seller landed meetings consistently and kept his job. When sellers are in performance moments, especially during conversations that can last a minute and a half, it can be challenging to execute all the right aspects of a conversation and then steer that conversation to the intended conclusion— booking the meeting. However, if there are parts of the conversation that fall in a blind spot, it can be debilitating, preventing the intended conclusion. Aside from getting some outside help to uncover what may be preventing you or your sellers from landing more meetings or more of the right meetings, remember this one key tip: If you want a meeting, ask for one! CARYN KOPP is the Chief Door Opener at Kopp Consulting, whose Door Opener® Service helps clients get in the door for initial meetings with executive level decision makers. Her book, Biz Dev Done Right is an Amazon best seller. She also is the author of The Path to The Cash! The Words You NEED to Bypass Those Darned Prospect Objections. She is a member of the Enterprising Women Advisory Board, a past recipient of the Enterprising Women of the Year Award and was named to the Enterprising Women Top 20 in 20 Years. Kopp Consulting is a 3x Inc 5000 winner and has been named Sales Outsourcing Provider of the Year. Reach her at www.koppconsultingusa.com. enterprising Women 11

MARKETING by Deborah Garry Unlocking the Power of Engagement: Why It Matters on Social Media In today’s digital age, social media has become a cornerstone of brand building and customer interaction. However, simply having a presence on these platforms is not enough. To truly leverage the power of social media, brands must focus on engagement. Engagement goes beyond mere visibility and followers; it involves creating meaningful interactions that can lead to stronger relationships, increased brand loyalty, and a more effective content strategy. Let’s explore why engagement is crucial for your social media success. What is Engagement? First, let’s understand what engagement truly is. Engagement refers to how users interact with your social media content. There are several forms of engagement, including likes, comments, shares, saves, link clicks, and profile clicks. For your social media to perform well, your audience needs to actively engage with your content. However, for a successful social media strategy, it’s equally important for you to engage with others. This mutual interaction not only boosts your visibility but also fosters a sense of community and connection with your audience. The Role of Engagement in Building Relationships Users engage with content that resonates with them or piques their interest. This engagement is a signal for you to foster a relationship with these users or encourage them to take the next step in their consumer journey. Actively engaging with your audience demonstrates that you are listening to them. People are less likely to interact with businesses that provide scripted responses or fail to respond altogether. Engaging with your audience naturally and authentically builds trust, which, in turn, fosters loyalty to your business. Enhancing Brand Visibility Several social media platforms have made it clear that their algorithms favor highly engaged content. Typically, the content that appears on a user’s feed is based on the type of content they interact with most. Therefore, your content must be not only enjoyable but also shareable and feature engaging captions. For instance, you can ask questions in your captions to encourage your audience to comment or create content that people would want to share with friends and family. The higher the engagement, the greater the visibility your content will achieve, leading to increased exposure and reach for your brand. Enhancing Content Strategy Monitoring the engagement on your accounts can significantly improve your overall social media strategy. By keeping track of your insights and analyzing which types of content receive the most engagement, you can gain valuable information about your audience’s preferences and interests. Use this data to create more targeted and appealing content that resonates with your followers and encourages interaction. Additionally, these insights can inform and enhance other aspects of your marketing efforts, including your website, digital advertising, and broader marketing campaigns. By understanding and leveraging engagement data, you can create a cohesive and effective marketing strategy that drives better results across all platforms. Are you ready to enhance your social media strategy? DEBORAH GARRY is the Founder and CEO of BBG&G, a full-service integrated marketing agency based in New York State. Debbe has more than 30 years of marketing and branding experience and is a Certified Account Planner and Marketing Automation Specialist. A recipient of the 2020 Enterprising Women of the Year Award and the Hudson Valley Women in Business Award, Debbe leads a team of marketing specialists who position companies as industry leaders to help them overcome challenges, achieve goals, and accelerate growth. Connect with her at deborahgarry@bbggadv.com. Jess Rodriguez / Shutterstock.com 12 enterprising Women

Bank of America, N.A., Member FDIC ©2024 Bank of America Corporation. All rights reserved. MAP6161919 | AD-11-23-0419 Ready for the next step on your journey? Great things can happen when you make every move matter. Building a business takes skill and determination. But it also helps to have a network of support. At Bank of America, we listen to your business goals and help you achieve them. With our financial expertise and your dedication, there’s nothing you can’t accomplish. Let’s take the next step together. Please take a moment to schedule an appointment with a Bank of America small business banker. To learn about the resources and support we offer women small business owners, or to make an appointment, scan or visit: bankofamerica.com/SBwomen.

MARKETING by JoAnne Gritter What is Value-Driven Marketing? Marketing leaders understand the importance of authenticity and value alignment these days. But what does it take to transform these principles into a robust marketing strategy that resonates with both your company’s goals and your customers’ expectations? Amidst a backdrop of diminishing public trust in institutions, where skepticism is the norm, value-driven marketing emerges as a vital strategy. It enables organizations to become beacons of relevance and sincerity, making it an essential practice for businesses aiming to establish credibility and forge genuine connections in a discerning world. At its heart, value-driven marketing is about forging meaningful connections. It’s a holistic approach that addresses the needs, concerns, and values of consumers. In a time where information is at everyone’s fingertips, consumers are seeking out brands that not only meet their needs but also reflect their personal ethos and contribute positively to the broader society. The Statistical Landscape The significance of value-driven marketing is underscored by compelling statistics. Persuasion Nation projects that by 2029, the global Big Data Analytics Market will soar to more than $650 billion, emphasizing the pivotal role of data in crafting marketing strategies that truly understand consumer behavior. Furthermore, a resounding 64 percent of marketing executives firmly believe data-driven marketing is indispensable in today’s competitive environment. This strong consensus reflects a shift toward marketing strategies informed by consumer data, enabling the delivery of relevant and personalized experiences. A Forbes-highlighted study reveals a telling trend: nearly half of consumers consistently choose brands that align with their personal values. This pattern transcends demographics, indicating a global movement towards value alignment. In addition, Kantar’s Purpose Study shows that purpose-led brands have experienced a valuation surge of 175% over the past 12 years, dwarfing the 70% growth rate of brands with an uncertain role. This stark contrast underscores the tangible benefits of a value-driven marketing approach. How to Keep Up To navigate the currents of valuedriven marketing, consider these top tips, each grounded in statistics and insights from reputable sources: ■ Adopt a data-driven mindset: Immerse yourself in your company’s data analytics to gain deeper insights into consumer behavior and preferences. ■ Align with consumer values: Ensure your brand’s messaging and actions reflect the values that matter most to your audience. ■ Focus on purpose: Clearly articulate your brand’s purpose and let it guide every marketing decision and communication. ■ Utilize value-driven content: Offer content that educates, informs, and enriches your audience, thereby establishing your brand as a trusted authority. ■ Engage in ethical marketing: Commit to transparency, honesty, and social responsibility, aligning your marketing practices with the highest ethical standards. ■ Measure and optimize: Continuously track and refine the performance of your campaigns, striving for increased effectiveness and efficiency. ■ Foster community engagement: Cultivate a vibrant community around your brand by actively engaging with customers across various platforms and listening to their feedback. ■ Showcase real impact: Share authentic stories and case studies that highlight the positive impact your brand has made on individuals and communities. By integrating these tips into your marketing strategy, your efforts will resonate more deeply with your customers. Embracing valuedriven marketing not only nurtures customer loyalty but also carves out a competitive advantage. Reports indicate that businesses leveraging big data have enjoyed an 8 percent increase in profits and a 10 percent reduction in costs, showcasing the power of data-informed strategies. The rise of value-driven marketing is a clear indication of the shifting dynamics in consumer-brand relationships. By prioritizing values, ethics, and personal relevance, brands can build stronger bonds with their audience, paving the way for sustainable growth and success. Looking ahead, it’s evident that value-driven marketing will continue to be a defining force in how businesses connect with their customers. The rise of value-driven marketing is a clear indication of the shifting dynamics in consumer-brand relationships. It’s a movement that places importance on values, ethics, and personal connection, enabling brands to forge deeper relationships with their audience. For businesses, this represents a prime opportunity to distinguish themselves by embracing value-driven principles. Looking forward, the trajectory is clear: value-driven marketing will remain a cornerstone in the evolving narrative of customer engagement, charting a course for renewed trust and enduring partnerships in a market that values discernment. JOANNE GRITTER is the Chief Operations Officer with ddm marketing + communications, a leading marketing agency for highly complex and highly regulated industries. 14 enterprising Women

Sips Worth Celeating

MARKETING by Elin Barton Telling Your Impact Story A Vital Tool for Business Success As I sat among a group of fellow women business owners, the supplier diversity lead’s words struck a chord: “There is one area in which most small businesses fail,” the speaker said, “and that is effectively telling the story of how they’re making an impact.” This statement echoed something I’ve been emphasizing for years. The ability to effectively communicate your impact story is not just a nice-to-have; it’s a crucial component that can transform your business. At its essence, a well-crafted impact story serves as both a powerful PR and marketing tool. It helps to build relationships, foster trust, and create a strong emotional connection between your brand and your audience. In today’s market, where consumers are more value-driven than ever, people want to do business with companies that resonate with their beliefs. They want to know that their money is going towards something meaningful, a cause that extends beyond just profit. Additionally, corporations are increasingly requiring their suppliers to demonstrate positive actions in areas of ESG (environmental, social, and governance) and to communicate these efforts effectively. An impact story does more than just connect with customers; it creates a community of brand advocates. These are the people who not only purchase your products or services but also share your story with their networks, amplifying your reach and influence. But the importance of impact stories extends even further. Sharing these narratives offers a deeper insight into your company’s values. It’s one thing to state what you stand for but showing it through real stories of action and impact is far more compelling. This kind of authenticity doesn’t just engage customers—it also strengthens your internal culture. Employees who see their company living out its values are more likely to feel connected, engaged, and loyal. Moreover, sharing these stories can attract top talent who are eager to work for a company that walks its talk. The case for telling your impact story is clear, but how do you go about doing it effectively? Here are five strategies to help you get started: 1Identify Your Stories and Set a Frequency The first step is to decide what stories you want to tell and how often you want to share them. Committing to a monthly impact story, for instance, will require you and your team to actively seek out opportunities for involvement or to complete existing commitments. This could involve anything from community engagement to sustainable business practices. The key is to be intentional and consistent in your storytelling efforts. 2Dig Deeper for the Real Story It’s not enough to simply state that you sponsored a local field hockey team. The real impact lies in the stories behind the sponsorship. Did your contribution help a single mother who’s juggling multiple jobs to support her child’s participation in sports? Is there a player who gained the confidence to pursue a college scholarship because of the experience? These deeper narratives resonate more strongly with your audience and provide a richer, more compelling story to tell. 3Don’t Be Modest As women, we often find it difficult to share our impact stories. We tend to downplay our contributions, viewing them as just part of our nature as caregivers. However, it’s important to recognize that sharing Jozef Micic / Shutterstock.com 16 enterprising Women

FUTURE-PROOF YOUR BUSINESS IN 15 MINUTES The future of business is moving fast. Is your business ready? Our 15-minute Health & Value Assessment will pinpoint your strengths and weaknesses, giving you the insights you need to thrive in 2025 and beyond. Don't let opportunities pass you by. Discover your business's full potential today. Deborah Snyder Director of Partnerships deborah@cultivateadvisors.com your impact is not about boasting—it’s about demonstrating your company’s values in action. By doing so, you not only strengthen your business but also inspire others to take similar actions, creating a ripple effect of positive change. 4Share Your Stories Effectively One of the most powerful ways to share your impact story is through video. Videos allow your audience to connect emotionally with the people your actions have directly impacted. Whether it’s a small or large initiative, video storytelling can bring the excitement and significance of your efforts to life. These videos can be expanded upon in blog articles and shared across social media, newsletters, and direct emails to clients and prospects. The more touchpoints you create, the broader your story’s reach. 5Consider an Annual Impact Report After collecting several impact stories throughout the year, you have the foundation for an annual impact report. This report can be shared with clients, prospects, employees, and other stakeholders. Not only does it serve as an excellent marketing tool, but it also allows you to reflect on your accomplishments and the difference you’ve made over the past year. It’s a tangible way to celebrate your successes and set the stage for future impact. No matter where you are in your impact journey, the important thing is to start. Even if this isn’t the year you have a dozen stories to tell, begin with two or three. Once you take that first step toward making a positive impact and sharing it with the world, you’ll likely find it’s an addictive process—and one that benefits your business in more ways than you can imagine. At Riveo Creative, we specialize in telling impact stories for businesses and individuals, bringing long annual reports to life with video content and engaging visuals. We’ve seen firsthand the transformative power these stories can have, not just for a company’s brand but for its people and its future. So, take a moment to consider your own impact. What stories are waiting to be told, and how will you share them with the world? ELIN BARTON is the CEO of Riveo Creative, an agency that specializes in telling impact stories for businesses and individuals, and in bringing long annual reports to life with video content and engaging visual content. Connect and learn more at www.riveocreative.com. enterprising Women 17

LIFE. INSPIRED.

tete_escape / Shutterstock.com MANAGEMENT by LuzElena Rivers Building a self-managing company As the CEO of Amera, I’ve embraced transformational leadership to build my company. This allows me to focus on larger strategic initiatives while my team navigates operational challenges with confidence and expertise. The concept, known as a self-managing company, frees leaders from the daily grind of operations and fosters an environment where their teams can thrive and evolve. A self-managing company empowers the leadership team to operate independently, making decisions and managing their responsibilities without constant oversight. This doesn’t mean the leader is absent, rather, the leader sets the vision, cultivates the right culture, and then steps back, allowing the team to execute. The benefits of this model are phenomenal, as it fosters innovation, enhances productivity, and, most importantly, allows leaders to focus on the broader goals of the company. From the beginning, my vision for Amera was clear. I aimed to build a company that could operate smoothly without relying on me day-to-day. Instead, I wanted to cultivate a team of leaders who could take charge of their roles, solve problems independently, and drive the company forward without always needing my input or approval for routine tasks. Achieving this vision required a shift in my leadership style from being a manager to becoming a transformational leader. The goal was to free up my time to focus on achieving 10x growth. How did I make this shift? It started with my understanding that transformational leadership is about inspiring and motivating the team to accomplish more than they thought possible. This involved creating a shared vision, fostering a trusting environment, and encouraging continuous learning and growth. Unlike transactional leadership, which emphasizes supervision and performance-related rewards, transformational leadership aims to elevate the team by focusing on their development and aligning their goals with the company’s vision. In my journey as the CEO of Amera, embracing transformational leadership principles was crucial. I recognized early on that for my team to effectively manage the company, they needed more than just tasks and responsibilities, they needed to feel invested in the company’s success and have a cheerleader who truly believed in them. Building a self-managing team takes time but requires intentional effort and a strategic approach. Here are the steps I took to cultivate this environment at Amera: 1Empower Your Leaders Empowerment is the cornerstone of a self-managing company. It’s about giving your team the authority and responsibility to make decisions within their areas of expertise. At Amera, I’ve always encouraged my leadership team to take ownership of their roles. This means trusting them to make decisions, even when those decisions might not align perfectly with my thinking. The result? A team that is confident, proactive, and capable of driving the company forward. 2Build a Culture of Trust Trust is crucial in any organization but essential in a self-managing company. Without trust, empowerment is impossible. I’ve worked hard to build a culture of trust at Amera by being transparent, keeping communication open, and leading by example. When my team knows I trust them, they are more likely to take initiative and feel accountable for their actions. 3Encourage Continuous Learning For a company to be genuinely self-managing, its leaders must be committed to continuous learning and personal growth. I’ve always believed that a leader’s job is to develop other leaders. At Amera, I encourage my team to seek new knowledge through formal education, research, or hands-on experience. This focus on learning has allowed them to grow into their roles and has created a culture where improvement is a constant goal. 4Delegate Effectively Effective delegation is more than just handing off tasks, it’s about giving your team the responsibility and authority to make decisions and solve problems independently. When I delegate, I’m not just offloading work, I’m entrusting my team with the power to make things happen. This has been a game-changer at Amera. By delegating effectively, I’ve stepped back from day-to-day operations and focused on more significant, strategic initiatives to drive the company’s enterprising Women 19

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