Women are fast becoming formidable contenders in the world of
business. This has been evidenced by the rise of multi-million and
billion dollar ventures that are solely or majority held by females.
The double standard is close to being extinct. The experiences of
the following 20 women in turning their budding businesses into
thriving gold mines will hopefully inspire other women all over the
globe to step up and make a difference.
The Woman’s AdvantageThe Woman’s Advantage
Author: Mary Cantando
Publisher: Kaplan Publishing
Date of Publication: May 2006
ISBN: 1419535714
Number of Pages: 220 pages
About the AuthorAbout the Author
The Big IdeaThe Big Idea
Mary CantandoMary Cantando
Mary Cantando is a nationally
recognized expert on the growth of
women-owned businesses. As a
member of the National Speakers’
Association, she speaks to women
who want to grow their businesses,
as well as to corporations who want
to better understand the fast growing
market of women business owners.
Her new book, THE WOMAN’S
ADVANTAGE: 20 Women Show You
What it Takes to Grow Your Business,
is available at all major bookstores
and through Amazon.com. Check it
out at www.womansadvantage.biz

Nurturing a new business is likened to caring for a newborn child. You have to see it
through from infancy and apply the right planning, guiding and pruning techniques to
make sure that it grows and stays healthy, and, eventually, excels marvellously in its
chosen field.
If you already have an existing business, what you need is an open window to grow.
This is where research comes in. As with any venture, always remember that your
client's need is more important than what you want to sell, so survey the market to
see which of your products are garnering the most appeal and capitalize on those.
If you're still starting out, not only do you need to identify what the market demands,
but also the bare essentials, like pricing, location, overhead costs, etc.
Women Can Change The World
Position Your Business For Breakthroughs
Chapter 1: Organizing Your Business For Growth
Women Can Change The World
Position Your Business For Breakthroughs
Chapter 1: Organizing Your Business For Growth
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Consistency to your vision is also key. If you know what you want to achieve both in
the short and long term, it will be easier for you to map out your strategy and succeed.
Once you've mastered this, the more time you will have to devise contingency plans
for unexpected situations, like economic and consumer taste changes.
This way, your company will be able to adapt to changes and not freeze up when
emergencies arise.
Travel agency Omega World Travel's Gloria Bohan's experience in transforming a
one-person travel venture into an official government travel service provider is the
perfect example of this.
For instance, when her competitors closed shop at 5PM, she took the extra effort of
opening hers until 7PM to accommodate after-work clients. Her dedication,

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Information technology giant Innovision Technologies Inc's Nikki Olyai was able to
rake in several awards for her company's success, including the 2003 US Small
Business Administration's Outstanding Women Entrepreneur Award, by asking the
right questions.
Not only were her queries directed at how prepared she was to begin an IT and
engineering venture, but also directed at how her team would work together to bring
the best value to clients. Now, her company services the likes of Department of
Defense and NASA, as well as a number of firms in the Fortune 500.
Your objectives depend on the level your business is in right now: the start-up phase,
the existing and operational phase, and the growth phase. The important thing about
setting goals for your company is making enough room for changes and flexing
enough muscle so you can easily adapt to external factors, like economic downturns
and increasing raw materials prices.
Italian entrepreneur Cristiana Panicco's objective mapping strategy helped her
boost her small language tutorial service into an international language school,
Sorrento Lingue. Once degradingly called a visionario in her hometown, Christina
battled the odds and the criticisms by not straying from her plans and seeing them to
fruition until the very end.
After setting her objectives, she immediately identified how to achieve them, the right
time to put them into action, and then evaluating how she performed to make sure
she doesn't make the same mistakes again.
What are the reasons why you decided to put up your business?
Ensuring the success of your venture shouldn't just rely on the impressive finances
to be gained. You must also want to be in your particular industry for your plans to
work.
Understand that everything that concerns your business will on a roundabout 24/7:
sales, product development, marketing, customer service, financing, etc. If you don't
have the passion for what you're doing, you might as well be slaved by your own
creation.

Taryn Rose of Taryn Rose International succeeded in propelling her shoe passion
into a $20 million venture. It had been tricky at first given that Taryn had a medical
background and only had a shoe fetish to back her up. However, with the help of
employees who also believed in the value she could offer, she was able to reach out
to wider base.
The philosophy is this: if you believe hard enough, the people around you will follow.
After just seven years, Taryn's business has boomed and still booming.
Business fact: the narrower your niche is, the higher your profits and sales will be.
Don't be a jack of all trades only to end up a master of none.
Focus on what you're good at and continuously improve on it. Not only will you be the
official name dropped by every client needing your particular service, you'll also be
considered an expert in your industry. Now that sounds a lot better, doesn't it?
Though seemingly risky at first, this is how Marnie Walker led her Student Express
transportation service to success. Noticing that special children needed special
attention, particularly during trips to school, she started a bus service that catered
Chapter 5: Instilling Confidence
Niche Your Business For Influence
Chapter 6: Developing Your Niche
Chapter 5: Instilling Confidence
Chapter 6: Developing Your Niche
Niche Your Business For Influence
The Woman’s Advantage By Mary CantandoThe Woman’s Advantage By Mary Cantando
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only to them.
As word got around, parents saw the greater advantage of sending their special kids
to school via Marnie's bus services, allowing her to eventually branch out to other
transportation offerings and grow into a million dollar transport group.
You can work at boosting your client base by first identifying your top ten list of people
who can make a difference in your venture and then contacting each one to discuss
and present your services. A list of 100 is simply that a list of 100, because they are

Chapter 9: Targeting New Clients in Your Niche
The Woman’s Advantage By Mary CantandoThe Woman’s Advantage By Mary Cantando
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people and businesses that fall under this prototype. Make a list and focus on the
ones that will bring the greatest value to your business. Do your research right, but
don't end up being a stalker.
Designer Kay Unger managed to rise up to the million dollar mark by determining
which people she wants to do business with and exercising all possible means to get
their attention. Now, her company, Kay Unger New York, dresses the likes of Oprah
Winfrey, Charlize Theron and Hillary Clinton.
Get yourself and your business noticed by being creative. The author suggests
drawing up a WOW statement about your venture before you go out meeting other
people, so that when they ask what you do, you can sum up everything in one
sentence and leave them with their jaws down and hungry for information.
Andrea March and Leslie Grossman got their clients' attention by introducing a new
approach to conferencing the 12-hour, one-day event. Instead of the usual two to
three day gatherings, their company, Women's Leadership Exchange, managed to
pack all the essentials into a single day without compromising quality. It is for this
reason that organizations, that are more often time-strapped, choose them among
the throng of competition.
A Women's Business Enterprise (WBE) certification is important if your business is
majority-owned by a woman, because a number of companies opt to deal with
ventures that have this stamp of approval.
Some women business owners dismiss the value of a WBE certification at the onset,
but those who have had it and used it have gained more out of their partnerships with
other companies, mostly due to the stringent processes that need to be undergone
before getting a certification.
A WBE certification assures your client that your business is not only 51% woman-
operated, but also has enough financial stability to be trusted.
Mercedes Electric Supply Inc's Mercedes LaPorta successfully maneuvered her

take part in a database, etc.
Rebecca Boenigk's Neutral Posture Inc moved to the top of the pack after she
informed nearly everyone of her certification. Not only were her doors opened to a
new set of clients that value WBE licenses, she was also able to gain new
partnerships and create synergies by meeting with other women entrepreneurs
holding WBE certifications.
Extracting the greatest benefit from a WBE certification becomes even more fun
when you partner with other businesswomen in your league. Having one certification
is impressive, but having two is a gold mine. With proper information dissemination
and with the right marketing tools, rest assured that clients will be the first ones
asking about you.
This is what Management Decisions Inc's Ella Koscik did and see how far up it got
her and her consulting and professional services firm. When Ella received her
certification, she did not know at first how to take advantage of it in order to make her
clients happy.
Upon consultation, she found out that some Fortune 500 firms affiliated with her
company were more than willing to share insights on the value of certification. She
ended up with a deeper relationship with clients with pockets much deeper than hers
and instantly led her business to million dollar success.
Supplier diversity trade shows could be your ticket to gaining new friends and clients.
So don't underestimate their power to push your venture upward.
Chapter 12: Applying for Certification
Chapter 13: Making the Most of Your Certification
Chapter 14: Developing Alliances to Capitalize on Certification
Chapter 15: Making Things Happen at Diversity Events
The Woman’s Advantage By Mary CantandoThe Woman’s Advantage By Mary Cantando
You can either go directly to their booths and present your services, or arrange a
'matchmaker' meeting with your prospect. However way you approach them, make sure that
you have prepared to answer their questions, and, of course, armed yourself with a WBE
certification for better leverage.

Chapter 16: Preparing For A Successful Sales Call
Chapter 17: Conducting A Successful Sales Call
Chapter 18: Asking Good Sales Questions
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The Woman’s Advantage By Mary CantandoThe Woman’s Advantage By Mary Cantando
favourite suppliers list. Ask qualifying questions like “What approaches have you already tried
to solve this problem?” or “How much do you plan to invest, in time and energy, to this
endeavour?”.
Questions like “Who makes the decisions?” or “Who should I really be discussing this issue
with?” will only send you scraping for bottom scraps.
ThirdAge Inc owner Sharon P. Whiteley says that you have to be in on your client's vision and
mission for you to better understand their needs. Once you've determined this and discussed
it with your prospect, the easier it will be for you to come up with more viable solutions that will
eventually lead to a stronger partnership.
ThirdAge thrives in its industry because of this method. Because Sharon constantly consults
her customers, she is able to adapt to changes and provide solutions that work with the times.
You are only halfway done once you close a deal. Don't fool yourself into thinking that the hard
part is over because the negotiations have ended. Remember that you still have to prove that
you can deliver, otherwise, your client will not be interested in doing business with you again,
or, worse, decide to terminate your agreement in the middle of everything.
Both verbal and written proposals are important to officially closing a deal, so don't
underestimate the value of either. Also, God forbid, when a problem arises in the future, you
have something to fall back on for protection.
Margery Kraus is an excellent deal closer, that's why her public affairs and communication
company, APO Worldwide, is a $70 million dollar entity. While noting that her clients'
requirements and happiness come first, she did not forget to also place her company at the
same level and made sure it is a win-win situation.
She was not intimidated by the magnitude of the deals she closes and, instead, focuses on
what value they can bring both to her and her customers.