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Wednesday, Mar. 12, 2008 at 8:43 am

Women Entrepreneurs Grow Firms 2X Faster. Here’s Why…

By Holly Buchanan
March 12th, 2008

Recently I’ve been studying up on women entrepreneurs. Why? Because they are one of the fastest growing segments of the business market.The Center for Women’s Business Research put out a recent report with some stats on women-owned businesses:

• Women-owned firms employ nearly 13 million people and generate $1.9 trillion in sales.

• Between 1997 and 2006, majority women-owned firms (51 percent or more women-owned) grew at twice the rate of all firms (42 percent vs. 24 percent).

Want some insight into who these business owners are and what they want? Check out Real You Incorporated: 8 Essentials for Women Entrepreneurs by Kaira Sturdivant Rouda. It’s a great read, whether you’re targeting female business owners or are one.

I knew I liked Kaira as soon as I read this:

“As a kid watching Bewitched, I was entranced by Samantha and her creative power, and I wanted Darrin’s job.”

In Real You Incorporated, Kaira hits on one of my favorite topics: Not all women think alike.

The book features real life stories from women entrepreneurs. It was interesting to see how different women approach their businesses. One business owner named the company after herself. It made perfect sense. Another wouldn’t dream of naming the company after herself. Again, not all women business owners think alike.

But many female business owners share similar problems. There’s a whole section on “Snarks,” folks masquerading as friends and confidantes who don’t have your best interest at heart. You’ll learn how to spot these people and avoid the problems they create. This section alone is worth the price of the book.

If you’re a women business owner (or any business owner targeting women), be sure to check out Kaira’s website. There are lots of interactive elements. You’ll find an “Ask Kaira” section where women entrepreneurs can write in with common questions. She has a downloadable chart where you can fill in your own “Real You” information. She has a featured entrepreneur section where you can be inspired and learn from different women business owners . There’s even a section where you can share your heroes.

I really like the interactive nature of the site. If you’re marketing to women, you want that interactivity. It’s a great way to build a relationship with your readers or customers.

If you’re marketing to women, business owners, or both, add Real You Incorporated to your list.

. .

[Editor's Note: Holly Buchanan is co-author of The Soccer Mom Myth — Today's Female Consumer: Who She Really Is, Why She Really Buys, and co-instructor of our Persuasive Online Copywriting seminar on March 28th in San Francisco.]

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Comments (8)

  1. because women are hardworking and determined to suceed.

  2. This is a disappointing article. Simply a plug for a book. The lead from the headline was never answered. “Here’s Why…” pretty clearly infers that there is an answer following, but there was nothing.

  3. Here’s why….at last in my opinion. Women enterpreneurs are making more of an effort to undertand who their customers are and how they want to be treated.

    Women make or influence almost 80% of all purchases. Women are very often on “the other end.” They are often on the shopper or client side. They have a lot of experience of what it’s like ot be a customer or a client. They’ve experienced the good and boy have they experienced the bad.

    One of the main reasons for starting their own business is that they could not deliver the kind of experience they wanted in their old job or career.

    Plus, when you create a better experience for women (who can sometimes be more demanding) you also create a better experience for men.

    There are probably many other reasons why women owned businesses are growing at a faster rate – but I think the number one reason is that they are doing a better job of understanding who their customers are, and creating superior customer experiences, for both men and women.

  4. I know some people are going to hate me for saying this but the reason could be that women are big penny pinchers when it comes to running a business. This certainly applies to our company. We are an all female team with just two exceptions.

  5. A great book that I recommend is More than a Pink Cadillac. Yes. Women do think and do things differently. More open to hear suggestions, and freely share which makes them great at leadership skills. :)

    Diana

  6. Holly
    thanks for bringing this book to my attention, I always look forward to your articles and am not at all surprised that woman build businesses faster. What I am surprised about is how few woman are represented in business leadership conferences and seminars – especially when the facts are so revealing.
    thanks again
    Jan

  7. I really like the interactive nature of the site. If you’re marketing to women, you want that interactivity. It’s a great way to build a relationship with your readers or customers.

  8. I know some people are going to hate me for saying this but the reason could be that women are big penny pinchers when it comes to running a business. This certainly applies to our company. We are an all female team with just two exceptions.

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Holly Buchanan is a marketing to women consultant specializing in marketing to women online. You can read her blog at http://marketingtowomenonline.typepad.com She is the co-author, along with Michele Miller of The Soccer Mom Myth - Today's Female Consumer - Who She Really Is, Why She Really Buys.

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