Story of a Streetwalker

Yesterday I attended the Heath Lecture at my alma mater, Stevens Institute of Technology. David Rose, angel investor extraordinaire, gave a presentation and it was standing room only. Of COURSE I was late (my life is still working on a 15 minute delay), but I really came to see my friend Mark LaRosa. Mark is one of my idols. He has successfully launched and sold a business and has now created a new venture, Quota Crush, that is already generating revenue.

From my vantage point standing near the entrance, I had the opportunity to scan the audience - and it was disheartening. I still can't stop myself from counting the number of women in attendance, the number of non-white faces in the group, and the number of non-white women. The numbers ran from about 5 to 2 to 0. I try not to make these reviews, but as I get older I find myself doing it more. David Rose is a successful entrepreneur who has much information to impart - and this was a great opportunity to interact with him. I did find it entertaining how many people tried to impress David - only to sound inane. I, on the other hand, did my usual - and stayed far away. If Mark had introduced me to him, then I would have hoped that I would not have made my usual "duh" moves, but that was never the case (hey, Mark - how come?). Regardless, I don't know if I feel confident enough to sell myself yet to him. I mean, really, entrepreneurs are prostitutes sometimes. We dress ourselves / products up in the most provocative ways in the hope to turn the eye of someone who will give us money. Now, sometimes I do feel that I have an advantage over the other ones on the corner since I am usually very different from the other hookers, but I have yet figured out how to properly strut my stuff.

Hmm, I wonder if I investors liken themselves to pimps behind closed doors. I am sure that somewhere there is a hat with a feather that is used as a trophy.

Eureka Moments!

I've figured it out - sort of. The issue, often, for small businesses is determining the way to make money. Entrepreneurs fall in love with their businesses and forget that "oh, we are supposed to make a living". Jennifer and I remind ourselves that income is our ultimate goal, but we have forgone salaries for many months in order to keep Verify-ED going. We understand that sacrifice is involved to grow - but really, how MUCH can a body take? Every time we think that we have come to the edge, the gang plank is extended.

My husband tells me to "think big". I have had a BIG THOUGHT...and it is under development. In an effort to make it work, I won't go into detail (you never know - our competitors may be reading my blog). But, just wish me luck and focus. More focus that luck!

Union Organization

Tonight I attended a meeting for organizations that strive to remain union-free. The discussion was about the Employee Free Trade Act (EFCA) and the affect that it would have on their companies if it is passed.

It was strange being there. As a Democrat among Republicans, I am an outsider. As a Democrat raised in a union household, I felt like an intruder. I have seen the positives and negatives of the union on workers. My father was a steamfitter and the economy was always reflected in our household: when things were good he worked and when things were not so good he was home driving us crazy. My mother was a registered nurse who always worked. I only remember her striking once where she actually held a picket and walked a line. What I DO remember is an incident that happened quite a few years ago. A mother, whose baby had not been released to her care because drugs were found in the baby's system, came to visit her baby. The baby was still on the labor and delivery floor (most likely due to overcrowding) and my mother was the one who made sure the woman was situated in a room with a bottle to feed the baby. My mother then excused herself to tend to her many other patients. When my mother came out of one of the patient's rooms, she saw the woman walking briskly to the door and thought that it was strange that she was leaving so early. My mother quickly went into the room and saw that the baby was missing. She was unable to catch the woman before she got on the elevator and ran to call security at the main entrance. The extension for security was incorrect and the call did not reach them in time. The woman had abducted her baby. The hospital's immediate response was to put my mother on disciplinary leave as part of the damage control. The union immediately stepped in and supported my mother, pointing out that she followed protocol, was over-extended with the number of patients for whom she was responsible, and she had acted quickly when the situation unfolded. Her union was able to to successfully overturn the negative actions the hospital had taken. Needless to say that the situation was the last straw for my mother and she retired soon after. And, oh, the woman's mother returned the baby to the hospital.

So, I understand why the companies in attendance tonight are wary about the affects a union will have on their shops and I empathize. I also have seen the other side of the story.

Which reminds me: I have to pay Daddy's steamfitter union dues tonight.

Walk Like A Man, Talk Like A Man

Maybe I should just start a series of blogs about "thinking like a man". It is interesting that I associate actions of deception or mean thoughts with the male species - but I am jealous of their ability to act and think about feelings later. Along those lines, I did a "man act" today - and I am proud of myself. I found out that our competitor sold itself to another competitor. Now our direct competitor holds a significant customer share that we want and this "sale" has not been publicized yet (and the intention may be to never publicize it). My business partner and I determined that if we had the client share that our recently sold competitor has, it would significantly increase our revenue without taxing our resources - which is always a good thing. So, I did the man thing: I called up our client and let them know that their service provider is disappearing and their designated customer service representatives have also disappeared (read: let go). I also emphasized the fact that OUR tool provides the protection against liability that they need and going to any other competitor puts them at risk. So basically, I CAPITALIZED on the situation. I will continue to utilize this approach until we increase our share and I thank you, competitor, for jumping ship. The woman in me, though, can't help but say, "good luck on your other endeavors". Sigh....

Are You A Sure Thing?

Last week (1/15/2009) a US Airways plane crash landed in the Hudson River. The pilot and co-pilot are being hailed as heroes - in addition to the ferry boat crews who reacted quickly. The members of my real estate class were discussing the incident and one had commented that the pilot was now "un-insurable" - that apparently no insurance company would cover him since he would be considered too high a risk since he has crash landed a plane.

The fact that he crash-landed "successfully" (i.e. no fatalities) would mean, to me, that he was the BEST insurance risk. He has shown his mettle in the face of adversity. If I had a choice between a new pilot who has flown less than 100 hours and has never had to deal with any plane issues and pilot Chesley Sullenberger III - it is very obvious that I am going with "Sully".

This is the problem with statistics. Statistics "would show" that Sully is a risk, but reality supports that Sully is a GOOD risk. When Verify-ED applied for angel investment, it was to our advantage that I had run a business in the past. It was even more advantageous that the business failed. The (correct) thought is that I am a better risk because I have already felt the sting of failure and most likely don't want to feel that pain again. It is a true assessment. The experience of owning Black Tie Tuxedos gave me the tenets by which I went into Verify-ED. As a result of Black Tie Tuxedos, I knew that I would not do a business as a sole proprietor (too much work for 1 person - especially a person with 3 children), I would NOT manage inventory or have crazy overhead costs, and that the market is receptive to the services I provided. Verify-ED fit all of the criteria and that is why we are here.

I am so glad that the investment community gets it - that an entrepreneur who has experienced setbacks is a great risk. Most people don't want to have multiple failures - and I am among that most.

Sully, I offer you a job to be the pilot of the private jet that I will own within the next 10 years - when Verify-ED is basking in the success that was built on the support received from investors who knew we were worth the risk. But then again, Sully will be 68 and most likely he will be in the Florida Keys somewhere living off the proceeds of the book he is sure to ghost write and those talk show circuits. Not a bad ending for "un-insurable".

Excuse Me

One more post about our experiences at the inaugural events. We attended the Illinois State Society Ball on Monday, which apparently was quite a disappointment to many who paid upwards of $300 for a ticket. The venue was the Renaissance Hotel. There was no apparent program or schedule of events, and the conference rooms were "sponsored" by various IL-based companies and organizations. We spent quite a bit of time in the room sponsored by Cruzan and sampled their mojitos, but ultimately the event was a big house party. No politics involved, which was a bit strange for a politics-driven event.

At this event I was also reminded that although people put on nice clothes, it doesn't change personas. Ugly is still ugly. I walked past a woman who was on her way to the dance floor with her partner. She had a glass of wine in her hand, and when she bumped into me she spilled her drink down the back of my dress, dropped her glass on me....and never broke stride. No apologies. She didn't even look back. Everyone around me stood in disbelief. My wonderful friend dabbed at my behind in an attempt to minimize the damage. My first impulse was to walk out onto the dance floor and throw my glass of ice on her (I made sure that I drank the rest of my mojito - no need to waste it) - but I restrained myself and held my head high as I prayed that my dress would dry quickly.

I imagined what the outcome would have been if I had acted on my initial impulse - and none of those scenarios would have made me look good. Some would have cheered my actions, but most (who did not witness what this self-absorbed woman had done) would have perceived me as crazy, rude and every other negative word that would have dampened the atmosphere of the event. But you can't help feeling tired of being "spilled on" and turning the other cheek. Just once it would be nice to just be bad.

It takes such strength to NOT act on impulse - to take a moment, evaluate the consequences and make decisions.

Thankfully my dress dried without a spot and I wore it again to the Peace Ball the next evening - which was a very well put together event. It was hosted by Dick Gregory and Harry Belafonte, and the other speakers and performers were inspiring. Considering that attending the event was an unscheduled surprise, the "peace" theme was quite fitting after what had happened.

I do have one vindictive thought - I hope that woman woke up with one hell of a hangover.

Great Balls!

We returned home from Washington, D.C. / VA this morning at 5:30 am EST and I am a bit exhausted, but I couldn't go to bed without at least starting a blog recount of the past 2 days. As you may recall we were scheduled to attend the Illinois State Society gala on Monday night and I offered to wear a jeweler's design in promotion. A few designers recognized the great PR opportunity and contacted me, but due to logistics I was not able to coordinate some meetings. I want to thank Nancy Redisch (http://www.nancyredischdesigns.com/) and Keri Starker (http://www.keristarker.com/) for presenting the wonderful opportunity to wear their designs. Check out their work!

Not only did I attend the Illinois ball, but by a stroke of wonderful luck I had the opportunity to also attend the Peace Ball (Obama did not make an appearance at either - sigh). I was not prepared to attend 2 events, but I had no problem wearing my outfit twice!

The jewelery that I did wear unintentionally fit a "green" theme. Remember, my Bill Blass dress was bought from a Goodwill store, so it was wonderfully appropriate that I wore a bold necklace and pair of earrings from TAA Designs - all made from recycled materials! The pieces were made of recycled glass and vintage beads. The dress served as a wonderful backdrop to the jewelry and I received quite a few compliments.

Don't forget - wearing the jewelry was about promoting a product in exchange for having something dazzling to wear, so I exuberantly gave TAA Designs (http://www.taadesigns.com/)business cards to every person who expressed interest. These were receptive and interested potential clients - not passers-by who happened to walk by.

This situation is a great example of "thinking outside of the box" for ways to spread the word about products and brands. The big name designers constantly use entertainment personalities to model their wares and ultimately to promote their products. The key in promotion is to get that buzz going - to get people talking about your product, whether you start the conversation or someone else does.

Just make sure that the comments are positive!

Time To Visit Aunt B

Your business plan review is like the family member that you visit once a year. You dread going on the trip, but afterward you are glad that you went. On Monday I submitted the Executive Summary for our Val-ID-ate business plan to the IEFL Business Plan Competition. Considering that the prizes have yet to be announced, I couldn't help but worry a bit (did you ever read The Lottery by Shirley Jackson?). Our business plan needed a tune-up and I figured that participating in a competition gives me a "reason" to get it done. This is the same reasoning I give myself as I step into the water for the Danskin Sprint Triathlons. Although the swim portion is still daunting, I know that one day I will get through it without hesitation.

Wonderfully, the business plan is holding up very well. Our goals remain the same and we are currently implementing the strategy that we had laid out - granted without the $500,000 investment for which we had hoped when we presented to Golden Seeds. We have even discovered that a couple of our competitors have "disappeared" (VeriResume and Pledgex). As when it was first written, I need help with the numbers. I recognize that my strengths are in developing the vision and formulating strategy, so when we make it to Round 2, I will be giving our financial guru a call.

Cross your fingers. Assuming that the grand prize is not a stoning, winning this contest would be a great boost!

Hmmm....The Newsletter Is Missing Something...

Today we published the January Newsletter. We forgot to add key pieces of information. Did you notice? In the Company Update I introduced that Hema and Michele (interns-extraordinaire) are assisting with getting our social networking plan off the ground BUT I didn't mention on WHICH social networks we are establishing a presence. These are the "heel-of-the-hand-to-forehead" moments that kill me!

The social network strategy won't work UNLESS we have people who are interested in interacting and providing feedback and it was a major oversight.

So, without further ado: we have groups on both Facebook and LinkedIn. We have posted starting discussions and we would really like to hear from everyone out there. We are trying to figure out what other social networks will give us opportunities to meet job seekers and hiring professionals. A good friend recommended www.meetup.com. If anyone has suggestions, post a comment and let me know!

Hey! That Was My Idea!

What does my local Shop-Rite, which offers online grocery ordering with in-store pickup, and the BrickHouse Child Locator have in common? These are 2 ideas that I originally had, researched and started developing. I am sure that many of you have had those moments (whether after a few glasses of wine or just daydreaming) when you have come up with the "next big thing". Some of you may have explored it beyond the dream and many -like me-hit walls that made you put the dream on a shelf. So I know the frustration of seeing someone else take the dream that you had and profit. Of course you still pump your fist in the air when you see "your" product on the shelf or on TV because it provides validation that you "are not crazy" - but you can't help but think: THAT SHOULD HAVE BEEN ME!

This is one of the main reasons why I continue to put my energies into Val-ID-ate. I believe in our service and the tool, and I know the impact that it will have. I also know that if I don't see it through to the success it will achieve, someone else will - and I am tired of turning to the invisible person sitting on the couch next to me and saying, "hey, that was my idea" as a well-known TV personality hawks "my" product.

So, to all of you who have that "next great thing", try to follow through as far as you can - because that distance you travel may be just the right amount to get you "there" (wherever there may be).

Is It Really Wasting Time?

Yesterday I attended an awards event - and I don't know why. Not to be specific, but it was for a small business agency to which I don't even know whether I belong. I have placed much emphasis on networking to build our business, but yesterday made me question that approach. I went to this event alone and I did not know ANYONE - which is unusual for events I choose to attend. It was for a government-based agency which usually equates to expending much energy JUST to be considered for projects. I am not trying to do more work - I do quite a bit now.

It is January, a great time to evaluate how one spends time - and this was not the best use of my time. I obligingly sat through the awards presentation, made sure I drank a glass of wine from the open bar - and went home. I met a very nice man on the wine line - but even the as he mentioned potential opportunities, all I could think was, "million page RFP".

A really good friend is taking the 4 Hour Workweek approach - and I am going to join her. I bought the book (have yet to complete it), but I understand that the basic tenet is to go after clients from where I receive 80% of business.

So, executive recruiters everywhere, listen out for my call!

Self-Promote or Die!

Ugh! I will never learn. Yesterday I was invited by a personal training client to take a spinning class at a new studio that is receiving rave reviews. It is the 360 Cycling Studio (http://3sixtycyclingstudio.com/) and it is co-owned by cosmetics magnate Bobbi Brown (http://www.bobbibrowncosmetics.com/). The class was great and challenging - thanks Mark Cohen! Afterward, Bobbi Brown (who also attended the class) gave me a great compliment and asked why I was in such great shape. This is the moment when I should have said, "I am a personal trainer, teach fitness and also coach my daughters' gymnastics team. I am ABSOLUTELY going to encourage my clients to check out the studio". But NOOOOO, that is not what I said. Instead, I said something inane like, "oh, I guess I have good genes". Who cares!



My client (who is a great marketing person) introduced me as a trainer to the instructor and had my back the entire time since she must have realized what a dork I am.



I am so tired of the high school moments when you come up with the great comeback 5 minutes later. When am I going to learn that there are no second chances for first impressions and that clicking your heels will not turn back the hands of time?



Worst yet, there went a first impression with someone who could have been a future Verify-ED investor.



Ugh!

Inaugural Ball Jewelry Mannequin

My husband and I will be attending the Illinois State Society Inaugural Ball (Washington, D.C.). It is one of the more popular balls this inauguration: http://www.illinoisstatesociety.com/Gala2009.htm .

I found a beautiful Bill Blass dress at the Goodwill on 25th street for $40! My wonderful aunt is altering the dress. The pictures are also located at http://www.verify-ed.com/InaugDress.php . It is currently being altered, so there are a few more wrinkles than it will have the night of the ball.

Well, since I hardly wear jewelry (notice my elegant sports watch) I realized that I don't have anything that complements the dress. So I am offering myself as a Mannequin to a jewelry designer! I put a few posts on some Ladies Who Launch groups (great organization!) seeking a jewelry designer interested in loaning me jewelry to wear.

This is a great opportunity for a designer to get free publicity, and I am offering to hand out the designer's business card to anyone who asks about the pieces.

I am hoping that there is a designer out there who has pieces that will give me a chance to upstage Oprah and Michelle Obama! I look forward to telling you about what I finally wear.

Fake It 'Til You Make It

"Fake It 'Til You Make It" This is my new mantra, courtesy of Iya Karade, co-owner of Karade Gymnastics School. We often sit and muse about the life of an entrepreneur and the ways in which we get through hardships under which others would fail. I have to say that Iya and her husband are true inspirations. They continue to fight hard to keep their world-class gymnastics program flourishing, and I am proud to fight alongside them as a coach.

They recently moved to a new location. Great amount of space, but the building has some little issues that weren't apparent until it rained. That's right: the roof leaks. Well, after the horrible discovery (and they had just laid a beautiful floor for dance practice) they went into recovery mode: placing buckets on the floor and trying to patch the roof. They determined that repairing the roof would be costly and not truly enough for what really needed to be done. Rather than present a sloppy image of buckets and towels they came up with a unique solution: build a room around the leak. That's right - they used their more-than-adequate carpentry skills, two by fours, a nail gun and some Sheetrock to build an "office". So, when current and prospective parents come into the gym they don't see a mess, their eyes instead go to the spring floor full of gymnasts working on routines.

This innovative approach to solving problems is the skill that I continue to strive to achieve. I wonder that if I was in the same situation, what would I have done to resolve the problem? I worry that I would have left the buckets and when people arrived I would do a dance with flailing arms to try and distract. Much more work than investing the time and effort to "remove the image entirely".

My goal these days is to do less and invest energies where the return on investment is much more. So, I welcome when colleagues and friends point out: hey, Joelle, just build the room. Your dance is NOT working. I can still see the buckets!

OH! And did you notice? You now have the option to automatically receive updates when I post. Just click on the "Follow this blog" link in the right panel. So many people have said that they enjoy the postings, so now you can have them come straight to you. Thanks for your support!

Your Certified In What?!!

Today I realized that there is probably a certifying "agency" for ANY activity that exists. I am taking a real estate salesperson course (more on that later), and one of my classmates is a Certified Stager. That's right, she holds a certification in the "art of staging homes". For those of you unfamiliar with staging, it is when you re-design a house that is for sale in a way that makes it attractive to most buyers. This primarily means taking out anything that reflects your own personality so that others can imagine themselves living in your space.

So, I decided to do some quick research on whether there are certifications for some of the activities I completed today. I found out that there are certifications for dog walking, storytelling, and bra fitting. I am sure that I could have gone farther but I believe that my point is proven: the market for Val-ID-ate is endless!!

Business Resolutions

At this time of year, most people set personal resolutions: "I will lose 10 pounds"; "I will finish that great book"; "I will learn to meditate". I also set my personal resolutions (none of which are the aforementioned), but my focus this year is going to be on my BUSINESS RESOLUTIONS! My resolutions aren't as extensive as the Bootstrapping Blog from last year, but here they are:
1) Make more sales - sounds easy, but in order to sell you have to do legwork that I never seem to get around to do because I get caught up in the administration of our company. My goal is to reach out to prospective clients on a more consistent basis.
2) Realize a greater return on the energy I expend- My husband marvels at the amount of time Jennifer and I spend on establishing Verify-ED - for what could seem like small returns. My goal this year is to bring that equation into balance.
3) Get Val-ID-ate to the forefront as a standard part of of the hiring process. This is my lofty, but ACHIEVABLE, new years goal.
4) BLOG MORE OFTEN :-)

Are you ready?....