On March 1, in front of a predominantly female audience, the Ohio Union Activities Board (OUAB) at The Ohio State University presented "A Conversation with Bethenny Frankel".  

Frankel, who is most famous for her Skinny Girl line of cocktails and role on the Real Housewives of New York television series, discussed the paths she took in getting to a career and business she loves. Frankel shared with the audience that it's not important to know exactly what you want to do with your lives and careers. "Early on, everything is your business. You never know what opportunities your early experiences will lead to...Things will become clear later on."

Her biggest story of the night revolved around her development of Skinny Girl cocktails and the difficult times she had marketing the product. She stressed that it's important to, "Never assume that anyone is smarter than you."

"I brought [Skinny Girl Martini] to all of the big liquor companies. They were all [run by] men and they didn't want it. But, in less than a year they all tried to either recreate or buy it from me." She discussed the struggle big liquor companies have traditionally had in marketing to women and how remarkable they thought her strategy and targeting of the female demographic was. Frankel commented, "It took Jim Bean 52 years to do what I did in 12 months".

Frankel elaborated on her business and life through a simple mantra: "You gotta come from a place of 'yes' " - which has inspired her most recent book, A Place of Yes: 10 Rules for Getting Everything You Want Out Of Life.

Frankel ended the night with a few simple words of advice, "Inspire. Be Inspired".

In Her Business is an article series published by The Women's Book.  It takes you inside innovative and growth-oriented women owned businesses. Do you know someone who would make a great profile? Got a tip to share? Contact us.

Follow this series on Twitter.

*Top image via OUAB and book cover image via Barnes & Noble

In a digital age where media is changing so rapidly, it does not take long to become accustomed to new ways of producing and receiving goods and information. While letterpresses are items of the past, Allison Chapman, proprietor of Igloo Letterpress, keeps them alive and thriving with use in her Worthington studio. The four main presses she uses—from as old as 1892—sit behind the retail area in the front of the shop, but their stately presence is impossible to overlook, especially as a handful of summertime interns busily handles them.

Chapman inherited most of her equipment from her Granddad. Before he passed away when she was 14, she assisted him in his print shop, a hobby he started after trading a windmill for a letterpress that he was interested in repairing. Some of the bookmarks that she sells are the same bookmarks she printed as a child.

Chapman didn’t stop printing after her Granddad died. “I started earnestly exploring letterpress in 1992 as a sophomore in college,” she explained. “I began studying printmaking and had great instructors who were supportive of my interest in letterpress.” As a college senior, she interned at the Graphic Arts Hall of the Smithsonian Institution’s National American History Museum where she researched patent models, sorted inventory acquired from the American Type Foundry and conducted demonstrations on 18^th and 19^th century equipment. “This experience,” she said, “solidified that I loved printing, printing history and working with the public. I was hooked.”

After graduating from college, Chapman moved her Granddad’s press from Missouri to her new home in Minnesota. In 1996, she joined the Minnesota Center for Book Arts, where she worked as an instructor and education director. In the same year, she formed her home studio, which her grandmother-in-law (a Californian) named “Igloo” in reference to Minnesota’s climate. In 2008, Chapman and her family moved to Columbus, bringing Igloo with them. “Moving to Ohio challenged me to focus my interest in letterpress and create a business plan for Igloo,” she explained. “I had too much equipment to continue storing in our home, so I decided to open a storefront studio space. This provided an opportunity to continue teaching [classes] as I worked on customer projects and the Igloo wholesale line of merchandise.” 

Thanks to some generous families in the Columbus area, Chapman was able to add two large printing presses to her business. Such machinery is difficult to acquire since it is no longer manufactured. Although Chapman frequently uses her Granddad’s equipment, including image plates and vintage type, she still searches flea markets and online printer suppliers for these antique items. But Igloo’s designs aren’t limited to special finds; anything you can design on a computer can be fashioned into a plate. Such adaptation is necessary today. Because most of Igloo’s customers are very familiar with computers, Chapman finds that they have a broader vocabulary with design and may be particular about the design on a wedding invitation or the font on a business card.

It seems ironic that a business founded on traditional methods of craftsmanship uses modern technology to acquire its tools and to publicize itself, as Chapman does through social media and the Igloo Letterpress Blog. But looking at Igloo Letterpress, one can see that this marriage of old and new not only promises appealing products that honor vintage styles with a fresh, contemporary tone, but also successfully attracts customers who are interested in learning about the historic process of letterpress. The founding principle of Chapman’s successful classes—which include bookbinding and card making—is that teaching and making go hand-in-hand. “While the majority of our business is printing that we complete for our customers,” she explained, “the fact that we offer opportunities for them to come in and print gives them a great sense of satisfaction. I love hearing, ‘I can’t believe that I made that!’”

Whether taking a class or making an order, Chapman’s customers have commented that the computer screen is a barrier that makes them feel separate from their work. “They are interested in getting closer with their work, and they want to support local businesses,” she said. Examples of the items that you can make in a class—among other goods—are available for sale in store and online. Some products, such as soap and woodcut toy letters, are part of a collaborative effort with other local businesses. “Columbus is a good town for independent business,” said Chapman. “It’s fun to be able to collaborate.”

Chapman believes that there is a place for digital and print media in today’s market. “I am not against technology. I am for self-expression and for using design to help us connect with each other.” Understanding this distinction, Chapman runs a successful business that is adaptive and committed to quality. “I believe that the materials that we use reflect the care and attention we give to our customers’ projects. It is an honor to help our customers celebrate the special occasions in their lives.”

To learn more, sign up for classes or shop, visit http://iglooletterpress.com/. 

As I mentioned in the previous blog entry, The Time for Women is Now, there are several forms of Feng Shui. Some require no formal training, but the more complex the method, the more training one should pursue. Below are basic descriptions of the more popular methods: 

Classic, also known as Traditional Feng Shui

Based on the two original types first used in China thousands of years ago, classic Feng Shui consists of principles from Form and Compass Schools. Contemporary classic Feng Shui is related to and utilizes a variety of modalities that include physics, magnetic influences, algorithms, numerical trends (called flying stars), Ming Gua, Bazhai (four pillars), geomancy,and other applications. It is the only method that considers the space/time dimension. Classic Feng Shui evaluates the land, man’s impact to the land (buildings, roads, etc.), time, and then people in the space. 

Black Sect Tantric Buddhism (BTB),also called Black Hat, Black Sect, and Western Feng Shui

This method reportedly has its roots in the pre-Buddhist, Bon religion of Tibet. It was influenced by Indian Buddhism, and later incorporated some traditions of Chinese Feng Shui. In the 1980’s it was brought to the West (Americas) where it has blossomed. This may be because of its easy application. BTB uses a modification of the Wen Wang (Later Heaven) bagua and is superimposed on a site, building, room, etc. utilizing a door or entrance as its anchor. Its remedies include the use of crystals and mirrors. BTB emphasizes the flow of chi, mantras, and transcendental practices. 

Intuitive Feng Shui

To feel or know (from an inner voice) what is needed in a space for placement and remedies. This utilizes shamanism and also evaluates people and their lifestyle. Practitioners may or may not have formal training. Please note the term Intuitive Feng Shui is trademarked by William Spear and should not be confused with an intuitive approach to Feng Shui. 

Vastu Shastra  

A traditional Hindu system based on directional alignments. It is primarily applied in Hindu temples, although it covers other applications (including poetry, dance, sculpture, etc.). The foundation of Vastu is traditionally ascribed to the mythical sage Mamuni Mayan.

May you be exceedingly, generously, and joyfully blessed,©

Diana Garber, President & CEO (Creative Environment Officer)©

Master Feng Shui Practitioner

Intuitive Concepts, Inc.

Grocery stores are galleries for the latest trends in diets and lifestyle choices—organic produce, eco-friendly detergents and gluten-free baked goods—but the increased availability of gluten-free products is not a mere trend that will fade by the way of fat-free and low-carb diet fads. Missy Billy and Kathy Sherry, founders of Sweet Mamas Gluten Free Goodies of Galena, Ohio, know this too well. 

Both women have family members who were diagnosed with celiac disease about eight years ago. Celiac disease damages the small intestine, preventing it from absorbing important nutrients. This damage is caused by eating gluten, a protein found in wheat, barley, rye, oat and malt. The best remedy for the stomach discomfort, diarrhea, joint pain and other symptoms of celiac disease is to switch to a gluten-free diet. 

But eating gluten free is not easy, as it severely limits a wholesome diet. And with more people being diagnosed with celiac disease or gluten intolerance every year, the gluten-free market “is not going away,” explained Missy. 

Missy and Kathy have been cooking gluten free since their family members’ diagnoses. Missy began a gluten-free bakery, and after a mutual friend introduced her to Kathy, the two joined in the venture, establishing Sweet Mamas in 2010. “Our goal was to bake delicious gluten-free products that no one would taste and go ‘ew’!” said Kathy. “It took practice and lots of different flour blends to come up with something so good.”

Another major challenge of gluten-free baking is the short shelf life and crumbliness. Without gluten, Missy explained, “the ‘glue’ that holds our goods together is gone. Therefore, to keep baked goods fresh and to help them last, they need to be frozen.” Sweet Mamas bakes their cookies, scones and cinnamon rolls fresh, and then individually wraps and them so that those who eat gluten free can enjoy a treat at their convenience.

Missy and Kathy see the rising gluten-free market as a positive influence on their business. “I don’t really look at other businesses as a threat because our products are pretty unique (especially our cinnamon roll) and so delicious!” said Kathy. More importantly, explained Missy, the growing market “is fabulous for those who suffer from gluten intolerance because it adds variety to their diets. As for our competition, we will have to handle like any other business: keep control of our costs, stay ahead of the trend and continue to focus on our brand and how we can continue to produce a quality gluten-free product.” 

Missy and Kathy are currently making a name for their business in the Columbus area, and hope to become a household name in Ohio, and eventually, nationwide. “I would love it if someday, when someone gets diagnosed with celiac disease, their friend would say, ‘you have to try Sweet Mamas baked products, they’re the best!’” said Kathy.

It’s clear that Sweet Mamas is well on this path. Missy and Kathy both agree that the greatest reward in starting their business has been making people happy. “People [with gluten intolerance]…can feel cheated. It's difficult to hear that you can no longer enjoy some of your favorite treats like a good chocolate chip cookie, cinnamon roll, breads or pastas,” said Missy. “We have had several folks come behind our table at tastings and hug us because they haven’t had a cinnamon roll in years!” added Kathy. Through hard work, these “purveyors of gluten-free goodies” have developed treats that both gluten-intolerant people and their families can enjoy. 

Visit www.sweetmamasbakery.com to find retailers, or to place an order for gluten-free goodies, including custom orders.

On July 28, the Columbus Chapter of the National Association of Women Business Owners (NAWBO Columbus) will hold its annual Visionary Award Luncheon. Each year, the luncheon celebrates central Ohio woman business owners who have achieved success with their businesses while making notable contributions to their communities, their industries and to initiatives for other women in business. A small group of finalists are recognized during the luncheon with one receiving the prestigious award.

Learn more about the event and register here.

This year's finalists include:

• Christina Getachew, founder and CEO, Substance for Fashion Conscious People, LLC
• Zoe Guirlinger, founder and president, Ultimate U Total Health
• Tonya Stalnaker-Tiggett, principal / programs director, Speak Our Language, LLC

Over the next three weeks we will introduce you to each finalist and take you inside her business to learn more about what makes each candidate an outstanding candidate for NAWBO's award.

First up is Christina Getachew.  I had the pleasure of meeting Christina over two years ago after hearing her speak at a NAWBO Columbus monthly meeting about her unique business concept.  I was intrigued by her pathway into entrepreneurship and sustainable business practices. Her business saavy and commitment to giving back to the community made her a perfect candidate to feature in the first edition of The Women's Book.

Here is a part of Christina's profile that appeared in the Book:

When you walk into Christina Getachew’s Short North retail store, Substance for Fashion Conscious People, you can tell it’s not your typical clothing establishment. There is a great selection of eye-catching clothing and accessories, but also posted signs about the environmentally friendly design of the store’s fabrics and low-waste production practices. You will also find a sewing machine station where staff designers repurpose overstocked or discontinued materials. 

Getachew’s heart has always been in fashion design. Even while studying global change at the Georgetown University Edmund A. Walsh School of Foreign Service, she spent countless hours sewing clothing in her college dorm room. After completing her degree, she moved to New York City to gain fashion industry experience.  She landed jobs that allowed her to obtain skills in buying and design and ultimately in sourcing. And she learned sampling and price negotiations during factory visits to Seoul, Hong Kong, Taipei and Istanbul. Although these experiences were invaluable, she eventually realized that she wasn't as inspired by New York’s highly charged fashion industry as she had been in her early twenties. She redirected her path by moving away from New York, and in 2002 started selling her own designs at countless trade shows across the country.  Getachew also took time to get married and start a family.

Getachew never lost sight of her dream to own her own store, and in 2006 she opened the doors to Substance for Fashion Conscious People. Every day she not only strives to make each aspect of the shopping experience unique, but she also infuses her personal vision for combining her passion for fashion with her philanthropic, environmental and other community interests.  For example, monthly in-store workshops foster creativity by giving visitors the opportunity to view and experience the art of sustainable design. And since her first sale, a percentage of every purchase has been donated to improvements in education for children.Getachew is a native of Columbia, Maryland.  She lives with her husband, Mikael and their twins, Grace and Hannah.

Since I first profiled Christina in The Women's Book, we have kept in touch and she has been an avid supporter and reader.  She even sells The Women's Book's annual directories and distributes our free seasonal magazine, Collective for Women, in her store. It has been wonderful watching her business grow and receive regular coverage in other local publications and media outlets.

I love stopping in Christina's boutique whenever I can to check out her great collection of unique clothing, accessories and one-of-a-kind creations. On my last visit, I snapped a few photos to take you inside the fabulous shopping environment she's created for her customers. In usual fashion, I caught Christina in the store arranging clothes, talking with customers and even sewing one of her signature pieces.  (The pics are below.)

Please join me in congratulating Christina on her success and recognition by NAWBO Columbus!  Visit her shop online at www.shopsubstance.com

(Caught the customer below reading our Collective for Women Magazine.  See, guys love the publication too!)

TaKeysha Sheppard Cheney is the founder, CEO & publisher of The Women's Book that spotlights women leaders and resources for women.  Learn more at www.thewomensbook.com

While hold up in the basement one evening, I was tweeting about the storm and huge hail that was pounding the window. I offered to share my preparedness list on social media when Bonnie from Beverly Hills suggested it would make a great blog entry. What a fabulous idea! So, this is part one. 

As you know, my background is in disaster recovery and business continuity. With weather patterns seeming more erratic and tornado season in full swing, I decided to update the list -- the result of many years of preparedness research. In addition to it being my business in a former lifetime, I want my family and YOU to plan for the unexpected … whether it be severe weather, biological hazard, blackout, earthquake (Ohio is on a fault), fire, pandemic, temperature extremes, tornado, or war. 

Some time ago (during a snow storm), I tried to spread ‘thought seeds’ encouraging people to think about what can happen. It’s a fun exercise when we get to play with an idea versus being in the thick of a situation. There are many circumstances not in our control, but there are many that are – that’s what I try to focus on. My philosophy is that when we plan for an event, we’re more likely to experience it with a little more grace. Here’s the resulting article, Over Plan and Underutilize. 

So, let’s get started. Here are beginning steps to help you survive unexpected situations (mentioned in the second paragraph). 

• At your bed side, keep a flashlight and pair of shoes
• Pack a grab-n-go bag (also known as bug-out bag) nearby. I’ll have more about contents to pack in this in a later blog post.
• Discuss contingency plans with your family. Example: Plan A is everyone meet at home. If they can’t get home then Plan B is to go to Aunt Lou’s house. If they can’t get to Aunt Lou’s then Plan C is go to the Meijer’s on Sunbury Road (something open 24 hours). The idea here is that roads may not be open or travel friendly (example, debris). If traffic is jammed, walking may be in order. Get the idea?
• Within your home, everyone should know where and how to turn off electric, gas, and water. If tools are required, a set needs to be readily available.
• Have you heard of ICE contacts? ICE (in case of emergency) contacts should be input to your mobile phone. Example: ICE1 Fire (with name, phone numbers, emails if known, and address). ICE2 Police. ICE 3 Spouse. ICE4 Parents. ICE5 Children. ICE6 Work contact, and so on. In the unfortunate event emergency services or hospital personnel need to contact someone on your behalf – they’ll look in your phone directory for ICE contacts. P.S. Notify your emergency contacts that you have them listed and keep this list current.
• Inventory your home. Whether you have a physical written list, or a video log … maintain a record of contents. The ideal list includes the item, when and where purchased, and how much it cost. Of course original receipts are helpful. While you’re at it (especially on video) include any family or sentimental history. Consider doing this with photos and memorabilia too!
• Talk with your neighbors. What are their plans? If you can’t get home will they turn off utilities or take care of your pets? If they can’t get home, how can you help them?
• Hold family drills. Brainstorm what to do during a biological attack. What is each person’s role? Then talk through your plan as though it is happening. Who steps in for each person if they aren’t there to help (called a backup plan)? What can each person do when a blackout happens? Where will supplies be? Have a drill for earthquake, fire, pandemic, and tornado scenarios. What will you need that you don’t have? When will you make those purchases? Maybe place items on your wish list? Most important is to work on your plans, and plan your work – in other words, figure out what can be done in month one, month two, and so on. It’s also good to review your plans periodically (once every six months or more often). Practice builds confidence.
• Eliminate earthquake hazards such as open shelves, cupboard doors that aren’t latched, and large furniture than might fall over. Secure things to walls or install latches. I’ve seen beautiful dishes dance across countertops and crash to the floor during an earthquake. In one case, a man had a wall of swords fall to the floor. Luckily, no one was in the room. Look on your walls and surface tops. What hazards are possible? Are there items to pack safely away?
• Discuss your home-evacuation list. In the event you’re told you need to evacuate, what are the ‘must takes’ – pictures, pets, family heirlooms, etc., that can’t be replaced (because stuff can be replaced). Make it easy on yourself. Instead of binders of pictures, scan them onto a memory stick. Do the same with important papers and medical information. I’ll have more about this on a future blog post.
• Ensure your last will and testament is current. Everyone should have a will!

So there are a few suggestions. Will you do a favor for me? Offer suggestions or insights. If you find this information helpful, please let me know. If I don’t hear anything, then I’ll assume this isn’t a worthy topic (then parts two and beyond may not get posted). It’s up to you!

May you be exceedingly, generously, and joyfully blessed,©

Diana Garber

President, CEO (Creative Environment Officer©), and Master Feng Shui Practitioner

Intuitive Concepts, Inc.

(740) 965-9458

Do you appreciate your customers?  Of course you do, but how well do they know it?

According to The Service Advantage by Karl Albrecht 96.7 percent of dissatisfied customers never notify the business of the bad experience.  In addition, those unhappy individuals will tell at least 15 other people, while satisfied ones will tell six at the most.

Did you know?

• Keeping a faithful customer is five times more cost effective than attracting new ones. (The White House Office of Consumer Affairs)
• The value of an average customer may increase by 25-100 percent by simply raising customer retention rates a 5 percent. (The Loyalty Effect)
• The average business loses between 10-30 percent of its customers each year. (Eastbridge Consulting Group)

With this in mind, there is no time like the present to brush up on ways to let your customers know you really care.

The Thank You Economy by Gary Vaynerchuk describes how loyalty should be at the heart of all transactions.  To have a faithful following, you need to first be loyal to your customers.

The classic “thank you” note denotes more appreciation than ever before in the digital age.  Taking time out to jot a quick, handwritten note shows you are thinking about them as an individual.  Discount offers blasted via e-mail are nice, but lacks the class and personal touch of a sincere, old-fashioned thank you.

Choose a person at random and send them a gift for being a great customer.  Don’t do it during the Holiday season. Selecting another time of year shows you are thankful for them year round, not just when it’s traditional to do so.

Take a survey and implement their suggestions.  Your customers may have great ideas about how to improve their own experience and increase your satisfaction rates at the same time.  Applying advice given by others is one of the greatest ways to show gratitude.  It also wouldn’t hurt to send then a special thank you gift or note to drive the message home.

Recommend helpful resources to for customers that show them how to run their businesses more efficiently.

Today’s customers want to know they make a difference on even the smallest level and they recognize the businesses that show them loyalty.  To grow, take the extra step thank them and they won’t forget it 

According to recent analysis done by social media traffic-measurement firm Hitwise, less than 0.2 percent of people who use Twitter visit news and media sites from their Twitter accounts. But research also showed that Facebook users accounted for 3.64 percent of the visits to news and media sites – roughly 15 times the amount of traffic that Twitter accounted for.

So why the difference in social media referral success? The news and media sites simply don’t make good use of the social network to promote their content. Sure, updates and a large number of followers shows popularity. But how much audience engagement actually occurs through their Twitter accounts? In most cases, very little.

Twitter followers are only going to follow links to news and media websites if they feel it provides them with information that they deem as useful or important. News headlines are great – but they’re a dime a dozen. With only 160 characters to put your point out there in the Twitter world, it’s essential to remember that every letter counts.  You need to capture your audience in very little time. In a generation where there are five knockoffs of every product or service, it’s essential to find a balance between expressing your message and capturing your audience. Perhaps the news media needs to re-evaluate their marketing tactics on social media networks like Twitter and find strategies to meet both of these needs.

Baker Creative is a brand architectural firm that practices an holistic branding approach which encompasses marketing, business, HR, public relations, social media and new media with creative execution. You can follow her on Twitter @BakerCreative or read the team’s blog.

Ever wonder why Carlo’s City Hall Bake Shop of TLC’s “Cake Boss” fame is the crème de la crème of the baking world?  They know what they are good at. They stick to it. And, they keep perfecting it.

Catering to all audiences depletes precious time and limited resources without servicing the core group that keeps the organization in business.

Before your customers define your business for you, be proactive.  Define your niche market to determine where and how you want your business to grow.

Finding your niche provides your business with an opportunity to be an industry leader by defining your market.  Excel in one area rather than being all things to all people.

Small businesses should focus on their unique niches and position themselves as the definitive source for information, products and services related to the specific places in the markets where they operate.

Advantages to finding your target marketing make it easier to target and identify potential customers, reduce marketing and promotional costs.

Bonus! Niche markets have evolved into mass markets.  Apple computers delivered to a cult-like following that loved their products for their user-friendly application and reliability before launching themselves to superstar status with the innovation of the iPod, iPhone and iPad 30 years later.

Start with your client list and select the ones you like working with most.  Determine what characteristics they have in common.  Possible areas to notice are: gender, occupation, age bracket, relationship status, children, etc.  Isolating the most common characteristics of your favorite clients will give you the prototype for your ideal niche market.

Next, ask yourself the following questions:

How does my company relate with my customers? If you need help determining this, take a survey.

What’s different about what I offer?  To stand out, there must be a reason why your brand is better than the competition.  Great prices or having a phenomenal staff are often not good enough reasons to be the best.

How do I set myself ahead of the competition? Examine your competition’s reputation both online and in the real world.  Determine it’s standing with your niche.  Notice areas where you succeed where they fail and build upon your strengths.   

Staying in touch with the needs of your clientele is the most important part of niche marketing.  They are the lifeblood of your business.  Adapt to the ebb and flow of their demands while staying true to your own mission for your company to stay ahead long term. 

Baker Creative is a brand architectural firm that practices an holistic branding approach which encompasses marketing, business, HR, public relations, social media and new media with creative execution. You can follow her on Twitter @BakerCreative or read the team’s blog.