Mari Florence - The Enterprising Woman

Authors Note: Each woman profiled in this book has given consent to the use of her story. The information contained in these profiles is based on personal interviews and materials provided by these enterprising women.

Copyright 1997 by Mari Florence

Foreword copyright 1997 by Mari Florence and Debbi Fields

All rights reserved.

Warner Books, Inc.,

Hachette Book Group

237 Park Avenue

New York, NY 10017

Visit our website at www.HachetteBookGroup.com

First eBook Edition: September 2009

ISBN: 978-0-7595-2487-3

THE ENTERPRISING WOMAN CAN HELP YOU SUCCEED AT A BUSINESS OF YOUR OWN.

With women starting new businesses at twice the rate of men, THE ENTERPRISING WOMAN is a critical tool for them to hit the deck runningin the right direction.

D.A. Benton, author of How to Think Like a CEO

Gives women the courage, inspiration, and practical advice needed to run a successful business. An invaluable tool for women entrepreneurs. Dont leave home without it!

Connie Glaser, coauthor of Swim with the Dolphins:

How Women Can Succeed in Corporate America on Their Own Terms

This book is chock-full of practical knowledge for the woman interested in starting her own business.

Kate Cheney Chappell, cofounder and vice president of Toms of Maine

The complete guide for starting a business for any woman who has been thinkingor dreamingabout being her own boss. I would have loved to have had a copy when I started my speaking business seventeen years ago. It would have saved me time, money and headaches.

Susan Roane, professional speaker and author of How to Work a Room and What Do I Say Next?

A must-read for any woman who wants to be inspired to turn her dreams into reality through a successful business, and for any man who wants a new perspective on the achievements of

women.

Kathleen R. Allen, Ph.D., associate professor of Entrepreneurship, University of Southern California, and author of Launching New Ventures

A portion of the proceeds from this book will be donated to the American Womans Economic Development (AWED) Corporation and An Income of Her Own (AIOHO).

To my father, who inspired me with courage,
independence, and compassion.

While many dedicated friends and colleagues contributed to this book, none were as committed or as supportive as Amy Inouye. Without Amys insightful and tireless contributions, this book simply would not have been completed. Single-handedly, Amy brought the featured women into the project, juggled interview schedules, visited the library too many times to count, and offered many insightful suggestions for making this book the best it could beall while running her own small business. She has been a knowledgeable adviser, an enterprising co-conspirator, and a valued friend.

Other contributors who helped bring this project to fruition include Melinda Gordon, who brought her high standard of friendship and commitment to this book. Thanks again to Lea Russo and Leigh Fortsonwithout whose help I would still be mired in marketing plans, franchise figures, and Web sites. Heartfelt thanks also to Stephanie Hubbard, who jumped in several weeks before the presidential elections to pin down interviews with harried political consultants who didnt necessarily want to be pinned down. A special thanks to Skye Van Raalte-Herzog, who contributed more information and advice than I can ever thank her for.

Thank you to researcher Dan Rafael, who helped with the library and Internet research, and to Stevie Stewart, who aided in the compilation and fact checking of the resources.

Thanks also go to my agent, Carol Mann, who believed in my work, and contributed solid advice when the writing process became overwhelming. I also give thanks to my editor, Colleen Kapklein, who not only shared my vision, but offered encouragement and helpful suggestions throughout the creation of this book. Thanks also to assistant editor Diana Baroni, who listened patiently to the ramblings of a frenzied writer on format, cover design, and all the particulars you never think about before writing a book.

On a separateand very specialnote, Id especially like to thank Kathleen A. Allen, entrepreneur and associate professor of entrepreneurship at the University of Southern California. Kathys input reeled me back when I became too immersed in the minutiae and steered this book in the right direction of good information and the newest trends.

Several other consultants to this project also contributed to making a better handbook. Former AWED president Rosalind Paaswell was generous with both her time and advice and helped me to see all sides of the very complex picture of womens financial soundness. Joline Godfrey, founder of An Income of Her Own, introduced me to the concept of teen entrepreneurship and the importance of educating and nuturing young women to become strong and self-sufficient adults. And Vivian Shimoyama, from National Association of Women Business Owners, connected me with all the people and organizations I needed to liaise with in order to have the latest, best information. Id also like to pay special tribute to Jonathan Kirsch, whose legal guidance and sage advice helped me to fully realize this book, and to Danny Feingold, who motivated me and helped me keep my priorities in check.

Last, but with as much enthusiasm at the rest, Id like to thank each and every enterprising woman who gave her time, energy, story, and advice to make this book a useful text for many other women.

by Debbi Fields

W hen I picked up The Enterprising Woman, I discovered that this book is truly in a class by itself. It is a business book that addresses the unique challenges and opportunities that women entrepreneurs face. Its the kind of book / could have used twenty years ago, when I was embarking on my own business venture.

There has never been a more exciting time for women entrepreneurs than right now. In the two decades since I built my own business on little more than a recipe and a dream, the climate for entrepreneurs has changed dramatically. Back then it was uncommon for a woman to walk into a bank and seek financing for her business venture without collateral. While many entrepreneurs today still face obstacles in obtaining financing, more and more are successfully starting and running the businesses of their dreams.

I was barely into my twenties when I decided I wanted to sell my cookies to the public. I had no formal business background, no track record, and no start-up money, but I had conviction, drive, and a dream. I knew that I made the best cookie out thereand I believed that the worst failure would be not to try. Every onemy family, my friends, the bankers, even my husbandthought that the idea of starting a store to sell chocolate chip cookies was ridiculous. But Im not very good when someone tells me No or You cant. Just hearing those words gives me enough encouragement to believe in possibilities. Eventually I found a financial institution that was willing to give me a chance, and Mrs. Fields Cookies was born.