MARCH, #5

MARCH INFORMING AND INSPIRING FEMALE EXECUTIVES

VOL. 2, NO. 5 MAY/JUNE 2011

DIGITAL APPTITUDE Vivian Schiller leads NPR into the digital age, p.54

PLUS

IS IT OKAY TO TEXT YOUR CLIENTS?

Our guide to tech etiquette, p.49

‡race

BONNEY

As the founding editor of the popular Design*Sponge blog, she works from home and does what she loves. Learn how Bonney and two other pro bloggers made it happen, p.40

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features MAY/JUNE 2011

40 The bloggerati Professional bloggers Grace Bonney, Nicole Hockin, and Lauren-Ashley Fuller launched successful websites—and, in the process, discovered the career of their dreams.

49 HOW TO HAVE FLAWLESS TECH ETIQUETTE Work-related Tweets, texts, and e-mails should be polished and professional. Here, MARCH gives tips for navigating the Digital Age with grace.

54

54 DIGITAL APPTITUdE Vivian Schiller is at the helm of NPR—and the organization is earning accolades for its techsavvy initiatives.

Media Mogul Vivian Schiller led The New York Times' online division; today, she's at the helm of NPR.

MARCH

Photo: © 2009 NPR

®

on the cover

For this month's cover, Brooklyn, New Yorkbased photographer Rachel Barrett captured Grace Bonney, founding editor of Design*Sponge, at Cog & Pearl, a Brooklyn storefront that touts handmade goods (think vases, dishware, jewelry, and wall hangings).

Bonney is a fan of the store's aesthetic, and she has featured the shop on designspongeonline. com. To learn more about Bonney and her website, read "The Bloggerati," p. 40.

INFORMING AND INSPIRING FEMALE EXECUTIVES

VOL. 2, NO. 5 MAY/JUNE 2011

may/june 2011 | marchmagazineonline.com

3

contents MAY/JUNE 2011

in every issue 9 10 11 13 21 26 27 82

Editor’s Note index CONTRIBUTORS The Buzz Cityscape IN THE WORKPLACE Cool Jobs MARCH Questionnaire

13

xoom xoom Check out this iPad killer, and a host of other hightech gadgets.

departments Industry Pioneer

30 Paving the way As the first female stockbroker at a prominent firm, Francine Farkas Sears was a luminary for women in business— and today, she continues to lead as owner of Fabrique Ltd. An Eye for Design

32 The Aloha Spirit Carol Torigoe taps into her cheerful “Aloha spirit” to establish strong client relationships on behalf of KYA Design Group.

34 a business in bloom Landscape architect and entrepreneur Faye Harwell has created lush outdoor spaces all over the globe. a new path

36 a certified success Min Cho left a career in finance to take up the reigns at Nova Datacom LLC—and, armed with new government certifications, she’s taken the business to new heights.

The Entrepreneurs

60 a healthful balance As a CEO and mother of four, Katherine Dietzen champions workplace flexibility.

62 supplying the 9 to 5 Jennifer Smith joined the family office-supply business, sent it skyrocketing—and then launched a successful supply firm of her own.

4

marchmagazineonline.com | may/june 2011

21

holy land More than a century ago, Salt Lake City was founded by Mormon pioneers.

Today, the city is a great place to do business.

SITTING PRETTY Beth Williams, CEO of Roxbury Technology, oversees operations in her firm's Boston, MA, factory.

66

“It's important to set employees up, get them the resources they need, and help them grow.”

Katherine Dietzen, “A Heathful Balance,” p.60

64 healthcare, reimagined When Shelly and J.D. Sun couldn’t find the healthcare options they craved, they created their own customizable healthcare-staffing system.

The Producers

66 green ink.

Beth Williams, CEO of Roxbury Technology, has helped to recycle and remanufacture more than 50,000 used printer cartridges.

Enterprising Minds

70 pay it forward Ruth Menter wanted to celebrate her company’s 30th anniversary with gusto, so she launched the Thousand Hours Project.

72 help wanted In a healthy economy, the need for temporary workers skyrockets—which means Marie O’Brien’s contingent-workforce-management firm is poised for a boon. cut the wires Ruckus Wireless customers don't rely on pesky wires or cords to power their TV and Internet connections.

77

75 smooth operator Nicole Geller is helping the government to distribute billions of stimulus dollars in a streamlined, orderly fashion.

77 the queen of silicon valley Selina Lo led a string of successful tech firms during the dot-com era—and now, she’s at it again as president and CEO of Ruckus Wireless. giving back

80 PRODUCTS WITH PURPOSE Engineer Heather Fleming founded Catapult Design to help third-world populations gain access to life’s basic needs.

may/june 2011 | marchmagazineonline.com

5

MARCH

速

MARCH

Monthly e-newsletter

速

Editorial editor-in-chief

Christopher Howe

Keep up with trends, learn insider tips and information, and get the latest business news by subscribing to March Monthly, the newsletter for female executives.

managing editor

Kathy Kidwell, kathy@bgandh.com features editor

Bridget Herman, bherman@bgandh.com asssociate editor

Leslie Price, leslie@bgandh.com correspondents

Thalia A-M Bruehl, Sally Deering, Tricia Despres, Sandra Guy, Kelly Matlock, Annie Monjar, Abi Nicholas, Matthew Partington, Lisa Ryan, Cassady Sharp

Art creative director

Karin Bolliger designer

Aaron Lewis photo editor

Courtney Weber

Research director of editorial research

George Bozonelos, george@bgandh.com marketing managers

Ellie Kim, ellie@marchmagazineonline.com Katie Yost, katie@marchmagazineonline.com editorial researcher managers

Dawn Collins Anthony D'Amico Gerald Matthews Carolyn Marx editorial research assistant

Adam Castillo

Sign up online at

marchmagazineonline.com 6

marchmagazineonline.com | may/june 2011

Business Strategy 101 from the executives leading today’s market

Learn from the ultimate teachers—the business leaders steering the nation’s marketplace—by subscribing to Profile magazine.

Each issue features strategies from top executives who illustrate what it takes to excel in the ever-changing business landscape.

Sign up for your free subscription at ProfileMagazineOnline.com.

P N UY G I S ODA T

INTRODUCING

MARCH

the all new

MARCH

®

Publishing

®

bowen, guerrero + howe, llc

Cory Bowen, president Pedro Guerrero, coo Christopher Howe, ceo & publisher

magazine online

www.bgandh.com

Advertising director of sales

Titus Dawson, titus@bgandh.com

sales managers Stacy Kraft, Krista Lane Williams

sales representatives

James Ainscough, Jessica Barker, Blake Burkhart, Michael DiGiovanni, Drew Dimit, Jackie Geweke, Michelle Harris, Justin Joseph, Heather Matson, Rebekah Mayer, Rudy Rodriguez, Lee Warren, William Winter, Brendan Wittry, Daniel Zierk senior account manager

account managers

Cheyenne Eiswald

Kim Callanta, Lindsay Craig, Megan Hamlin, Amy Lara

Administrative controller

accounting assistants

• View the latest issue of MARCH in a full-sized readable format

Andrea DeMarte

Anya Hostetler, Mokena Trigueros

human resources generalist

Greg Waechter

human resources assistant Katherine Lazaroff

• Get inspired by the success stories of featured executives and businesses

circulation manager

Lee Posey

assistant to the publisher Brittany Miranda EXECUTIVE ASSISTANT Jen Lopez

• Discover what’s in store for upcoming issues, and how you can get involved

administrative assistant

Jacqueline Lowisz

Subscriptions + Reprints

• Find out what events the MARCH staff will be attending

Printed in South Korea. Reprinting of articles is prohibited without permission of BG+H, LLC. To order reprints, call Karen Tate at 312.450.2129.

For a free subscription, please visit marchmagazineonline.com/sub

and more!

Offices production 53 W Jackson Blvd., Suite 315, Chicago, IL 60604 sales & research 28 E Jackson Blvd., Suite 300, Chicago, IL 60604

MARCH is a registered trademark of Bowen, Guerrero & Howe LLC. ®

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marchmagazineonline.com | may/june 2011

Editor’s Note Chrysanthemum.

I

knew how to spell this long and difficult word when I was nine years old. I was ahead of my class in spelling, but before I could bask in the glory of it all, my teacher asked us to write about the most difficult word we could spell. I was stumped. I knew nothing about chrysanthemums. So I made up something awful, and immediately felt defeated.

A few years later, when my class was at the edge of their seats listening as I read my fictional, gripping tale of a local murder, I once again felt at the top of my game. But as I explored the dream of becoming a writer, I was faced with the harsh reality of being one among millions who wanted to do the same, and who were probably just as good as, if not better, than I. The moral of this story is one that I have come to appreciate, and has served me well in my profession: you are always a student, never a master. Although embracing this adage comes with the sacrifice of glory, I wholeheartedly believe in it, as I believe constant growth and change develop strengths and skills you can’t attain otherwise. I also believe this mentality helps me to appreciate what I have learned and be excited for what is to come.

Journalists’ current wave of change comes in the form of digital media—a frontier we are all still exploring, and I believe one that we never will fully master. A big part of that wave is the blogosphere. The fact that the word “blogosphere” itself is actually in some dictionaries is a testament to how large a trend blogging has become. In our cover story, “The Bloggerati” (p. 40), writer Abi Nicholas explores the blogging career, profiling three professional bloggers who have adapted their journalistic abilities to capitalize on the current trend. When reading about Grace Bonney (Design*Sponge), Nicole Hockin (Travel Smart), and Lauren-Ashley Fuller (The Get Smart), I found it natural to wonder what they’ll be doing in five to ten years … perhaps using cell-phone-like devices to publish content directly from their thoughts?

The perpetual-student mentality is especially important with regard to technology, which is in a mode of constant change, requiring continuous evaluation and adaptation. Which is why we’ve dedicated this issue to technology. We are playing the role of the teacher, dabbling in such courses as product innovations to help boost your business (p. 15), proper tech etiquette (p. 49), and special course on utilizing digital media (p. 54), featuring guest speaker Vivian Schiller from NPR. Stay tech-savvy and prosper,

Coming Next Issue....

ENTREPRENEUR KNOW-HOW • Discover the story behind the success of Vosges Haut-Chocolat from the chocolatier herself, Katrina Markoff • Get tips on hiring and managing an allstar staff • Meet three execs who are navigating the unique world of arts and culture

+

Learn ho w to write a w inning business plan

Kathy Kidwell Managing Editor kathy@bgandh.com

Photo: Michelle Nolan Photography. iPad Photo Illustration: apple.com and nytimes.com

may/june 2011 | marchmagazineonline.com

9

index of people & organizations 123

HEWLETT-PACKARD, 14, 77

PENELOPE TRUNK'S BRAZEN CAREERIST, 17

2MODERN, 14

Hockin, Nicole, 41, 44-45

PENPOWER, 20

3M, 63

HONOLULU INTERNATIONAL AIRPORT, 33

RADIOSHACK, 15

HOTELS.COM, 44

RECAP PHOTOGRAPHY, 29

Howe, Jeff, 17

RED DOOR INTERACTIVE, 26

ADOBE, 21

HUFFINGTON POST, 19

RHODESIDE & HARWELL, 34-35

ALEXANDRIA CENTRAL LIBRARY, 35

Hyde, Margaret, 27

ROXBURY TECHNOLOGIES, 66-68

AT EASE, INC., 50

IAAP, 17

RUCKUS WIRELESS, 77-78

Barrett, Rachel, 3, 11

IFT FOOD EXPO, 16

RUTH'S DINER, 23

Belkin, Lisa, 20

Indyck, Jennifer, 50-53

BIG BROTHERS BIG SISTERS, 29

INNOVATIVE OFFICE SOLUTIONS, 62-63

STU

BLYTHECO, LLC, 70-71

INTEROP, 16

Sabath, Ann Marie, 50

Bonney, Grace, 3, 41-43

IOMEGA, 14

SAGE SOFTWARE, 70-71

ABC

BRIGHTSTAR HEALTHCARE, 64-65

JKL

CANON, 16

Kapler, Devon, 25

Schafer, Adrienne, 29

CATAPULT DESIGN, 80-81

KARSTEN REALTY ADVISORS, 19

Schatz, Mary, 20

Champalimaud, Lopo, 18

KATE SPADE, 14

Schiller, Vivian, 54-58

Cho, Alex, 36-37

Kaufman, Nina, 17

Sears, Francine Farkas, 30-31

Cho, Min, 36-37

Kay, Katty, 20

SHADETREE STUDIOS, 22

Colligan, Victoria, 17

KNITFREEDOM, 24

Sharp, Cassady, 11

KYA DESIGN GROUP, 32-33

SHARPER IMAGE, THE, 15

LACIE, 14

SHIELDS & COMPANY, 30-31

Dalton, Kathy, 23

Lewis, Aaron, 11

Shipman, Claire, 20

DATAVIZ, 20

LITTLE STINKER, 23

SIMON & SCHUSTER, 20

Davidson, Mike, 19

Lo, Selina, 77-78

Smith, Jennifer, 62-63

DESIGN*SPONGE, 3, 41-43

LOGITECH, 14

STEAL NETWORK, 23

Despres, Tricia, 11

LOUIS VUITTON, 33

STERN + ASSOCIATES, 15

DEF

Dietzen, Katherine, 60-61

SAN DIEGO PADRES, 26

Sun, J.D., 64-65

DODOcase, 14

MNO

ENTERFORCE, 72-74

MACKENZIE IMAGE CONSULTING, 50

SUPERTRASH, 28

ETIQUETTE ADVISOR, THE, 50

MCMULLIN HOUSE, 22

Swider, Ashley, 82

FABRIQUE LTD., 31

MEDEDNOW, 60-61

TECH CONNECT WORLD, 16

FIRST HAWAIIAN BANK, 33

MEDIABISTRO, 17

TECHNORATI, 41-46

Fleming, Heather, 80-81

MEDQUEST SOLUTIONS, 24

THE GET SMART, 41, 46-47

Francis, Jana, 23

Menter, Ruth, 70-71

Torigoe, Carol, 32-33

Fuller, Lauren-Ashley, 46-47

METROPOLITAN REGIONAL INFORMATION

TOWN AND COUNTRY, 62-63

SERVICES, 71

Trunk, Penelope, 17

GHI

Mitha, Salim, 18

Sun, Shelly, 64-65

Galbraith, Sasha, 19

MOTOROLA, 13-14

VWXYZ

Gat, Liat, 24

MSNBC, 19

Wahanda, 18

Geller, Nicole, 75-76

NATIONAL AQUARIUM, 35

WAKEMATE, 14

GLOBAL SUMMIT OF WOMEN, 16

NEOCON, 16

WBENC, 16, 67

GO AU PAIR, 25

NEWSVINE, 19

Weedn, Bridget, 51-53

Gottlieb, Jessica, 41

Nichols, Jim, 15

WELLS FARGO, 19

GOVERNMENT CONTRACT SOLUTIONS, 75-76

NOVA DATACOM LLC, 36-37

Werner, Erika, 26

GREEN MANUFACTURING EXPO, 16

NPR, 54-58

Williams, Archie, 67

Gulsen, Olcay, 28

O'Brien, Marie, 72-74

Williams, Beth, 66-68

HAMMACHER SCHLEMMER, 15

Oleynik, Leslie, 71

WORDPERFECT, 21

HARPERCOLLINS, 20

10

SALESFORCE, 20

Butler, Jacque, 24

Harwell, Faye, 34-35

PQR

Heathman, Shauna, 50-53

Pack, Kristen McMullin, 22

marchmagazineonline.com | may/june 2011

YAHOO!, 18 YESUMAY COOKIES, 82 Young, Brigham, 21

may/june contributors

a

s

d

f

a Securing an interview with landscape architect Faye Harwell was no easy task for Chicago-based writer Tricia Despres. As a principal and cofounder of Harwell + Rhodeside, Harwell is constantly on the move. “She stopped for a moment to talk with me about her earliest design inspirations, along with the people and places that inspire her today,” Despres says. Read the full story, “A Business in Bloom,” on p.

34. Despres is a regular contributor to MARCH; she has also written for the Chicago Sun Times newspaper and SUCCESS magazine.

s Freelance writer CASSADY SHARP is used to covering extraordinary women: she’s long been a contributor to VERVE magazine, a publication that caters to high-achieving ladies in the Western North Carolina region. For this issue of MARCH, she profiled Marie O’Brien, owner of Waukesha, Wisconsinbased Enterforce (“Help Wanted,” p. 72) and Beth Williams, CEO of Boston, Massachusetts-based Roxbury Technology (“Green Ink,” p. 66). “I was humbled by the well-roundedness of the women I interviewed, from their environmental consciousness to their business savvy,” Sharp says.

d When Brooklyn, New York-based photographer Rachel Barrett shot Nicole Hockin, Grace Bonney, and Laura-Ashley Fuller for “The Bloggerati” (p. 41), she was bowled over by each woman’s energy and drive. “It’s no wonder they’ve become as successful as they are,” she says. “They’ve built their businesses by going full steam ahead.” Barrett can relate to the full-throttle approach. She juggles freelance editorial work with two adjunct professorships (one at the Kingsborough College of New York, another at the College of Staten Island) and her responsibilities as artist-in-residence with the Camera Club of New York.

f A self-proclaimed blog-a-holic, MARCH graphic designer AARON LEWIS had a blast creating the magazine's first-ever Tech Issue, and it's no surprise that he names "The Bloggerati" (p. 40) as his favorite feature. "I've been reading Design*Sponge for years, and I think Grace Bonney is wonderful, so working on a story about her was a lot of fun," he says. You may have noticed that for our March/April 2011 issue, Lewis debuted a fresh look for MARCH, and he says the magazine's design continues to evolve in this issue. "For now, we're going for a clean, professional look with a bit of whimsy," he says.

may/june 2011 | marchmagazineonline.com

11

Join the MARCH.

Get an insider’s look at the amazingly smart, creative, and brave women who are leading companies throughout the continent.

Subscriptions are FREE. Sign up today at marchmagazineonline.com

products, news, and resources for today’s professional woman

xoom xoom

Is Motorola's Xoom an iPad killer? The 10.1-inch tablet's super-fast dual-core processor and deep selection of docking options (it can be hooked up to TVs, speakers, and more) can't be beat. Plus, it's outfitted with Adobe Flash Player, and is the first tablet to run on the Android Honeycomb 3.0 operating system. See motorola.com for pricing information

may/june 2011 | marchmagazineonline.com

13

buzzlist

Digital Devices The right tech gadgets and accessories make work (and play) a million times better. Here's a roundup of our faves. by bridget herman

g

f

d

s

k h a l

1

on lock These USB flash drives, just 2.2 inches long, are cleverly disguised as keys.

Choose 4GB, 8GB, or 16GB. iamaKey, starting at $19, lacie.com

2

bound for GLORY Amazon's Kindle

puts an entire library at users' fingertips.

Those nostalgic for real hardcovers will like the retro-looking DODOcase, which is crafted with traditional book-binding techniques. DODOcase for Kindle 3, $50, dodocase.com

3

power Couple Dual-core processing

and a smartphone webtop app allow the Atrix 4G phone to merge with its laptop charger.

See motorola.com for pricing information

14

marchmagazineonline.com | may/june 2011

4

dot com Kate Spade's polka-dot

iPhone case is just plain pretty. Oh, and it's made from hard plastic, so it keeps your phone safe, too. iPhone 4 cover, $40, katespade.com

5

copy chief HP's Photosmart eStation is an overachiever: users can scan, copy, fax, print wirelessly, and even browse the Web from a detachable seven-inch touchscreen. Photosmart eStation, $400, hp.com

6

backup plan This colorful hard drive

(also available in red and black) is small enough to tote around, and stores up to 1TB (it holds 1,500 hours of video). eGo SuperSpeed portable hard drive, starting at $110, iomega.com

j

7

hot type This keyboard is sun-pow-

ered, but if you're not near a window, don't fret: its charge lasts 90 days in total darkness.

Wireless Solar Keyboard K750, $129, logitech.com

8

bell ringer Shine Lab's vintage-

looking digital alarm clock (LEDs project the time through a wood veneer) does doubleduty as an iPod speaker. Sonic Classic wood clock, $116, 2modern.com

9

sleep tight It looks like a sweatband, but WakeMate actually monitors wrist motion, processes sleep data, and wakes the wearer during the lightest moment of sleep.

WakeMate wristband, $60, wakemate.com

buzzlist

Go-Go-Gadget Lost an important paper, or forgot to make copies of your proposal before the big meeting? Those problems are so 2010. We’re in awe of these three handy devices, which promise to make conducting business on the go a whole lot easier. by annie monjar

Digital Note Taker

bizbriefs

web Presence 101

Get it: The Sharper Image, $130 What’s cool: As you scribble on a sheet of paper, this wireless pen digitally stores your every doodle. Plug it into your computer and, like magic, what you’ve written will appear on the screen. Thanks to special handwriting-recognition software, your chicken scratch is translated to readable, digital text, which you can highlight and edit on your computer.

Annoyance you’ll avoid: Never lose that one, vital piece of paper that had all of your notes from yesterday’s staff meeting. Or, if you need to share your notes as meeting minutes, you don't have to spend time transcribing. And if your handwriting hasn’t improved much since the second grade, you won’t have to worry about deciphering your own scrawl.

We asked Jim Nichols, a senior digital strategist with Cranford, New Jersey-based PR and marketing firm Stern + Associates, how he’d boost an organization’s online presence without spending too much moolah. Here are his best—and cheapest!— strategies for online marketing.

Franklin 5 Language European Translator

Get personal. People like to do business with other people—not faceless corporations. Get on free social-media sites like Facebook, LinkedIn, or Twitter and use them to interact with customers.

Personally respond to comments, and engage in discussions on message boards. It’s best if communication comes from an identifiable person, like the company’s CEO. If that isn’t possible, identify a trusted staffer to develop a personality online.

Get it: RadioShack, $25 What’s cool: This handheld device can translate up to 210,000 words and phrases, including questions to ask at a train station, what to say at a restaurant, or how to deal with an emergency.

Plus, despite the incredibly reasonable price, it comes with a currency and metric converter and a few games to stave off in-flight boredom.

Annoyance you‘ll avoid: Never get lost again. If you’re abroad for a business trip and you don’t speak the language, this device makes it a cinch to communicate with locals.

Wireless Page-to-TV Magnifier Get it: Hammacher Schlemmer, $150 What’s cool: This gadget (which looks and works much like a computer mouse) can roll across a page of text and magnify it onto any TV screen.

It operates through a base station that plugs into your TV using a basic RCA video cable.

Annoyance you‘ll avoid: Ever forgot to make copies of a proposal? With the magnifier, everyone around the conference table can have a copy. Just hook up the base to a TV for an upclose view. You won’t even have to fuss with ancient projector equipment.

Claim your business in Google.

Google Apps and Google Sites allow you to claim your Google listing for free. If you’ve got a brickand-mortar location, be sure to claim your Google Maps listing, too.

This allows you to show up quickly in local searches, where you can add videos, images, and ratings of your business.

Encourage ratings. Simply ask your clients to rate your business on sites like Yelp!, if it’s appropriate.

may/june 2011 | marchmagazineonline.com

15

thecalendar

May/June 2011 MARCH shortlists the best bets for spring conferences and trade shows

21st Global Summit of Women May 5-7, Istanbul, Turkey globewomen.org/summit/summit.htm The gist: The aim of this three-day conference is to advance women in the global economy, across the public, private, and nonprofit sectors. Attendees connect through roundtables and discussions of such topics as “Working Effectively With Men” and “Doing Business in Turkey.”

Who attends: Female entrepreneurs, politicians, and NGO leaders from around the globe gather to build support for women’s economic advancement.

Interop May 8–12, Las Vegas, NV interop.com

Neocon World Trade Fair

The gist: The Interop program involves educational

June 13-15 , Chicago, IL, neocon.com

sessions, workshops, demonstrations, and live tech-

The gist: More than 40,000 design maniacs make an annual trek to Chicago’s famous Merchan-

nology implementations, giving attendees a com-

dise Mart for this conference—it’s North America’s largest design expo. With 700 rooms and as

prehensive experience that showcases the latest IT

many exhibitors, it’s nearly impossible to attend without making valuable industry contacts and

innovations.

stumbling upon loads of cool products (like this chair, designed by Atlanta-based Geiger Inter-

Who attends: Most conference-goers are IT

national and showcased at NeoCon 2010) and ideas.

professionals.

Who attends: Expect to bump into interior designers, architects, lighting professionals, artists, and manufacturers, among other design-industry professionals.

IFT Food Expo June 11-14, New Orleans, LA am-fe.ift.org The gist: If you’re in the food biz, this conference is

versities and corporate research labs, intellectual-

Green Manufacturing Expo

worth attending. It’s the largest annual food-and-

property experts, corporate execs, potential inves-

June 21-23, Toronto, Canada

science forum in the world. Don’t miss the specialty-

tors, and members of the media all rub elbows at

canontradeshows.com/expo/gmx11

and-trend pavilion—it’ll offer a slew of booths that

Tech Connect.

The gist: This expo is part of a string of UBM Canon-

focus on trending topics, such as organic ingredi-

sponsored design-and-manufacturing events that aim to showcase North America’s sustainable-man-

Who attends: Find experts from the food and bev-

wbenc's National Conference and Business Fair

erage industry, marketers, food scientists, govern-

June 21-23, Las Vegas, NV

compostable recyclable packaging, energy-man-

ment representatives, and academics.

wbenc.org/wbencconf

agement software, and energy-saving machinery,

The gist: Breakfast, lunch, and evening receptions

among other things.

Tech Connect World

are designed to facilitate networking between

Who attends: If you’ve got a product you’d like to

June 13-16, Boston, MA

exhibitors and WBENC's certified Women's Business

produce in an eco-friendly manner, this is a good

techconnectworld.com

Enterprises (WBEs). There’s an educational factor,

event for you. There are more than 56,000 manu-

The gist: This summit aims to bring emerging tech-

too—attendees participate in workshops on topics

facturing establishments in Canada—connect with

nologies to market by connecting start-ups with

such as selecting suppliers and building global busi-

many of them on the floor of this expo.

real-world business opportunities. New tech firms

ness alliances.

present their ideas and accomplishments to corpo-

Who attends: WBE-certified business owners

rations and potential investors, in hopes of securing

mingle with exhibitors that span many industries,

Do you have an event you'd like to see in MARCH's

partnerships and funding opportunities.

including the energy, retail, telecommunications,

calendar? E-mail it to bherman@bgandh.com.

Who attends: Start-ups, representatives from uni-

and finance sectors.

For more event info, follow us on Twitter @MARCHmag.

ents, food health and safety, and sustainability.

16

marchmagazineonline.com | may/june 2011

ufacturing capabilities. Attendees learn about bio-

OUT&ABOUT

IAAP Conference

a

Boston, MA, July 18-21, 2010

a At the IAAP's annual Education Forum, Ben McClanahan, the association's Internet communications coordinator, talks about building a web community. s During the closing banquet, IAAP's outgoing international president, Susan Shamali (left), hands a gavel to Mary Ramsay-Drow, the incoming president. The gavel is handed off each time a new president takes office.

s

BlogRoll

Smart Sites

Good business tips are just a few clicks away. These three sites offer boardroom anecdotes, legal council, and advice for launching a start-up. by annie monjar

Penelope Trunk’s Brazen Careerist blog.penelopetrunk.com a

MediaBistro Circus New York, NY August 4, 2010

a Jeff Howe, Wired magazine editor and author of Crowdsurfing, speaks to conference-goers about social-media trends and how to engage online readers. s The Circus also functions as a platform for networking.

s

This blog, written and maintained by three-time entrepreneur Penelope Trunk, is both sassy and savvy. Trunk, whose career advice has appeared in Time magazine and a host of newspapers, is currently at the helm of Brazen Careerist, a Webbased network-management firm. In her blog, she takes a cold, hard (but hilarious) look at the intersection between the personal and the professional. She even serves up details about the end of her marriage, and what came thereafter.

Don’t expect warm and fuzzy from this career gal, though— one post is entitled, “Bad Career Advice: Do What You Love.”

Ladies Who Launch ladieswholaunch.com Starting a business on your own can be a scary, solitary venture, but with the right network, you’ll be armed with plenty of advice. Victoria Colligan, who’s been featured in the New York Times and on The Today Show for her entrepreneurial efforts, founded this site as an information center and networking site for women starting their own business. You’ll find events, webinars, plenty of advice columns, and even a PR Toolkit.

Making It Legal legal.entrepreneur.com Typically, it’s best to get some legal counsel before you’re in hot water. Business attorney and former stand-up comedian Nina Kaufman uses her wit and wisdom to help businesses navigate their way through (or around) pesky legal glitches and barriers. Kaufman covers topics such as petty lawsuits, how to form a board of directors for your company, and choosing an attorney.

may/june 2011 | marchmagazineonline.com

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"I’d be lying if I said that being a man [in the spa-retail industry] doesn’t make you more memorable. You’re one of the few, so you stand out."

MARCH: Why did you decide to launch a website devoted to health and wellness?

Mitha: I was a big consumer of massages and facials. I’d spend hours flying and step off a plane wanting a massage. I wanted to get online and read reviews, check out pricing, and make a booking. I could search for hotels, flights, and restaurants—but if I wanted a haircut in Geneva or a massage in New York City, no resources were showcasing my potential options.

inawomAn'sworld

Salim Mitha Cofounder and COO, Wahanda

Salim Mitha works out regularly, and he’s long been a fan of relaxing spa treatments. As a senior European director with Yahoo!, he found himself traveling frequently—and, while on the road, he was never sure where to find a good yoga instructor or massage therapist. His experience sparked the idea for Wahanda, a website that, among other things, allows its users to read and write reviews of spas and gyms across the globe and score deals on various wellness products and services (think $5 manicures, discounted facials, and workout classes packaged and sold on a shoestring). The firm is growing quickly, and has attracted an impressive roster of investors, including the folks behind Skype and last.fm. Mitha spoke with MARCH about what it’s like to work in the women-dominated spa industry—and gave us the scoop on his own beauty routine. —bridget herman

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MARCH: Start-ups are risky. How did you know this particular idea was worth pursuing?

Mitha: From a market perspective, spa-retail is a $60- to $70-billion global market. For comparison, consider this: The cinema industry is about $20 billion. I looked at it from a consumer-demand perspective.

Think about how much could be bought online, how much information is needed. Plus, my business partner [Lopo Champalimaud] had experience in the hospitality industry—his mom owned a spa. So we quit our jobs and started the company.

MARCH: You don’t charge end users, and I don’t see any ads on your website. Without advertising, how do you turn a profit?

Mitha: I don’t want to clutter the consumer experience with irrelevant ads that don’t make sense.

There are a few other ways we make money. Health and wellness suppliers [such as gym professionals, massage therapists, etc.] get a free public profile, but for $40 a month, they can upgrade to a premium profile that includes the abil-

ity to sell online, directly to our users. Then they also get metrics: which consumers look at the profile, what they clicked on. But the majority of our profit comes from the commission we take from the products and mob deals [similar to Groupon’s discount deals] that are sold on our site.

MARCH: Is your staff composed of mostly women?

Mitha: Our New York office is about 85 percent women. [The London-based firm was launched in 2008, and only recently expanded into the United States.] But our first hires were male engineers. It was six men sitting around creating a beauty and wellness site. Which is okay, because wellness is for everyone.

MARCH: What’s it like to work in such a female-dominated industry? Do you ever feel like a fish out of water?

Mitha: We recently spoke at a spa conference and got introduced as "the Wahanda boys." I thought at one point, This is interesting—we’re recognized as the men at the conference. I’d be lying if I said that being a man [in this industry] doesn’t make you more memorable. You’re one of the few, so you stand out.

MARCH: What is your own beauty routine?

Mitha: I’m not embarrassed to say I use Naturopathica's eye serum—it’s all organic. I use an SPF moisturizer.

I use Gillette aftershave, because I like how it smells. I do yoga in the winters. I’ll sprinkle in Pilates, mixed martial arts, and kickboxing. And I still get massages all the time.

BIZbriefs

tips&tricks

Moving Up the Ladder Today, Dr. Sasha Galbraith is a successful strategy and design consultant and Huffington Post columnist. But she started out as “a lowly analyst crunching out numbers,” she says. So how’d she move up in the world? For one thing, she left her so-called lowly post and took another analyst job with Karsten Realty Advisors—which became part of Wells Fargo after a corporate merger. The larger firm offered more opportunity, and when she ended her career in commercial real estate, she was a VP with Wells Fargo. MARCH asked her to share strategies for hiking up the corporate ladder. by bridget herman

1 Move on to move up.

“When you’re in a low position, sometimes that’s all the executives can see in you,” Galbraith says. For example, if you’re working as an administrative assistant, it's unlikely that your superiors can picture you at the helm of the firm, spearheading initiatives and inking deals. If you’re being overlooked, start searching for a new job that provides a more direct route to your career goal.

2 Become an expert in your field.

Know your stuff, Galbraith advises, and keep up with the trends and news pertaining to your field. “In the healthcare industry, for example, if you’re not on top of what’s going on politically, you’ll look like an idiot,” she says. Gaining visibility within the industry doesn’t hurt either, so look for a platform to show off your knowledge. Volunteer to speak at a conference or, like Galbraith, write a column for a popular blog or trade journal.

3 Make a lateral move.

It may seem counterintuitive, but Galbraith says a lateral move can be savvy in the long run. “It shows an effort to develop general-manager skills,” she explains. “Someone who has seen and worked in all parts of the business is valuable.” A lateral move also demonstrates an ability to accept new challenges and learn more about the industry.

4 Build relationships with key players.

Galbraith knows a woman who began her career in a low-level HR position. The woman spearheaded an initiative that involved interviewing each employee about their job—which put her in front of her firm’s highest execs. “She was able to demonstrate a vast array of talents and talk intelligently with the executives,” Galbraith says. “Then her name came up for various promotions.” Bottom line: be creative about getting yourself in front of your organization’s key players.

5 further the goals of the Company.

“It’s important to demonstrate a macro understanding of what your industry thrives on, and a micro understanding of how your business stands vis-á-vis its competitors,” Galbraith says. Study how money moves through the company, and determine a point in the business model where you can have an impact. For example, if you’re in a heavily regulated field, like the automobile industry, government relations is key—so you should bone up on that topic and brainstorm ways to master it on behalf of your firm.

In an effort to conserve time, many office workers are consciously editing e-mails down to all but the bare necessities.

Sifting through an inbox can eat up hours of valuable time—and some worry that e-mail distracts workers from the more significant tasks at hand. That’s why a new movement has many 9-to-5ers rejecting longwinded e-mail messages in favor of extremely brief responses.

Some participants are aiming to write e-mails that are two sentences or less, while others allow themselves a bit more room for expression—but not much.

Mike Davidson, founder of Newsvine, a news website that was recently acquired by MSNBC, designed the websites (listed below) that launched the movement. He's billing the two-sentence concept as “a disciplined way to deal with e-mail.” Each web address includes a brief description of the movement, which users can paste into their e-mail signatures as an explanation. Beware, though—if you brush off your boss’s six-point proposition with a two-sentence response, you’ll likely face consequences. —BH To learn more, visit: two.sentenc.es three.sentenc.es four.sentenc.es

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bizbriefs

Putting Apps to Work

Load these babies onto your smartphone for optimum workplace efficiency

Computer Rx - YogaMD What it does: Feeling stressed? Use this app to find Zen without leaving your cubicle. The program, created

by Dr. Mary Schatz (she’s a yogi and a medical doctor), provides instructions for 21 yoga poses—ranging from simple posture exercises to more involved moves, like a wall push—all of which you can do in your workspace. Photos and animations demonstrate each exercise, and soothing music helps to set the tone. The program builds core strength and leaves you feeling centered. Om. Works with: iOS Cost: $0.99

WorldCard Mobile What it does: If you’re looking to digitize your Rolodex, this app, developed by the tech firm Penpower, is a must-have. Use your smartphone to snap a photo of a business card and, using optical character recognition (OCR) technology, the app transfers the information into your phone’s contact database.

Works with: Android, iOS, Symbian, Windows Mobile Cost: $5.99

Dataviz Documents To Go What it does: Tired of lugging your laptop all over town? This program allows you to create, view, and edit Microsoft Office documents, Gmail attachments, and PDFs (among other files) from your phone. And thanks to InTact technology, each file keeps its formatting after it’s been edited on a smartphone.

Works with: Android, Blackberry, iOS, Palm OS, Windows Mobile Cost: $9.99

Salesforce Mobile Lite What it does: Salesforce aims to help you win new business and keep existing customers happy. When en route to a meeting, pull up a customer’s profile (review your history, scan recent news articles about the client, etc.) for a quick refresher.

Afterwards, follow up by electronically sending the customer documents or presentations before you’ve even gotten back to the office. Another perk: new leads are automatically sent to your mobile device, so you can follow up while interest is high.

Works with: Blackberry, iOS, Windows Mobile Cost: Free for qualifying Salesforce customers

BIZLIT

20

Womenomics: Work Less, Achieve More, Live Better

Life’s Work: Confessions of an Unbalanced Mom

By Claire Shipman & Katty Kay HarperCollins, $28

By Lisa Belkin Simon & Schuster, $13

Slow down, ladies—the rat race is over. At least, that’s the opinion of Claire Shipman, a senior correspondent for ABC’s Good Morning America, and her co-author, Katty Kay, a Washington correspondent and anchor for BBC World News America. The two journalists joined forces on this book, which, though short in length, is packed with worthwhile advice for grindstone-oriented women. Find insight about how to keep your career in perspective, balance your responsibilities, and do so without feeling like you have to out-work every man in the industry. The two authors offer sobering, sage advice that, on a shelf full of how-to-get-ahead books, is a welcome change of pace.

The life of a working mom is full of stressful moments, all of which become much more bearable when you can step back, get a little perspective, and have a good laugh. Lisa Belkin, full-time mother and writer, is a columnist for The New York Times; her now-retired "Life's Work" column discussed personal life, work, and how, all too often, the two collide. The eponymous book, a collection of old columns and new essays, explores different categories, like office life, marriage, and juggling children with a career.

She offers practical yet fun advice (for example, she advises readers to always keep chocolate stashed at work), and shares a humorous, poignant perspective on the daily hurdles of working life. —AM

marchmagazineonline.com | may/june 2011

cityscape salt lake city

the

promised land Salt Lake City has long been known as a mecca for Mormons—but did you know the city also offers plenty for the business-minded?

M

uch has changed since Brigham Young and a group of Mormon pioneers founded Salt Lake City in 1847. Though residents agree that the capital is still community-oriented, commerce has also become an integral part of its identity. Tech giants like Adobe and WordPerfect have hubs in Salt Lake City and, in 2010, Forbes magazine ranked the Beehive State as the best place in the nation to conduct business— due largely to its fast-growing economy, which has expanded by 3.5 percent over the past five years.

Salt Lake specifically has fostered an encouraging environment for female entrepreneurs. The Chamber of Commerce’s Women in Business Center offers seminars and consulting services, among other resources. Plus, the city is nestled between the breathtaking Wasatch and Oquirrh mountain ranges, and close to the eponymous lake. It’s no wonder these seven professionals enjoy living and working among its wealth of beauty and opportunity.

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cityscape salt lake city

Q&A Kristen McMullin Pack Owner/Creative Director Shadetree Studios; McMullin House shadetreestudios.net What do you like most about your job? While The McMullin House is primarily a reception and event venue, it is also a center for education. I taught elementary school for seven years, so the work I do is the perfect outlet for my teaching skills. I enjoy owning Shadetree, a photography studio, because it allows me to create.

What's the best part of living in Salt Lake City? I feel like I am working to continue a family tradition. The McMullin House, where both of my businesses are located, is where my grandfather was born and raised. He was also a photographer and artist, and it’s pretty awesome to continue his legacy.

PEAKS AND VALLEYS The city (above) is located in a valley, and is surrounded by the Wasatch and Oquirrh mountain ranges.

How do you stay connected with other local professionals?

Social networking is a huge part of how I stay connected with other professionals. I also use my own blog to network.

PLACE OF WORSHIP The Salt Lake Temple (left) is the largest Mormon temple in the world. It's also one of the city's most popular tourist attractions.

Describe your perfect Sunday in the city. There’s such a variety of large parks surrounded with mature trees—like Sugar House Park and Liberty Park. My ideal Sunday afternoon would be spent sprawled out on a blanket at one of those parks, playing guitar and writing songs, with my sweet husband by my side.

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FACTS&FIGURES Source: US Bureau of Labor Statistics & Salt Lake City Chamber of Commerce

4,327 ft

Average elevation

181,743 Total population

$19.97

$41,530

Mean annual income

Average hourly wage

Q&A

Kathy Dalton Owner Little Stinker littlestinker.com

Q&A Jana Francis President/Cofounder Steal Network stealnetwork.com What do you like most about your job? Each of our deal-ofthe-day websites (babysteals. com; kidsteals.com; scrapbook steals.com) is designed to gather like-minded women together around their passions. I get so much gratification from connecting moms around the world and making their days more fun.

What's the best part of living in Salt Lake City? I love playing outside, and Utah is a perfect place for outdoor enthusiasts.

There’s snow skiing, waterskiing, hiking, and biking.

What do you like most about your job? I love owning my own business. It has been especially rewarding to develop a line of personal-care products for babies, and to see the process develop from concept to consumer.

What's the best part of living in Salt Lake City? Salt Lake is nestled in the heart of the Rocky Mountains, and the landscape provides a great platform for outdoor activities. Our family enjoys downhill skiing, cross-country skiing, hiking, backpacking, and camping—all of which we can do within 15 minutes of our home.

How do you stay connected with other local professionals? Utah has a thriving social-media community—the state’s Social Media Club held the first-ever Social Media Awards. There are also many local organizations that support women entrepreneurs, including Ladies Who Launch, Biz Divas, and Start Up Princess.

Describe your perfect Sunday in the city. It would involve brunch at Ruth's Diner with my family. Then I’d burn off those calories with a hike along the shoreline trail, or up Mill Creek Canyon.

Comfort food The "Mile High" biscuits (served with homemade raspberry jam) are a house speciality at Ruth's Diner, where Kathy Dalton likes to eat.

How do you stay connected with other local professionals?

I’m particularly interested in helping other women create their dream businesses, so I speak and coach at local entrepreneurs' workshops and events.

Describe your perfect Sunday in the city. This would be such a luxury! I’d call a friend to meet me for lunch at one of Salt Lake’s unique local bakeries or delis.

Then we’d hit a spa for pedicures.

natural beauty Dalton often hikes in Mill Creek Canyon, one of the city's popular recreation areas.

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cityscape salt lake city

Q&A Liat Gat Founder KNITFreedom knitfreedom.com What do you like most about your job? I own an online business that teaches people how to become amazing knitters through video e-books. I love that I get to reach people all over the world, and help them perfect their skills and realize their creative potential.

What's the best part of living in Salt Lake City? I love walking in my neighborhood (I live in the Avenues), especially in the winter.

How do you stay connected with other local professionals?

I use LinkedIn, Facebook, and Twitter to stay abreast of what's happening in my industry and with my peers.

Describe your perfect Sunday in the city. I'd bike to the farmers' market at Pioneer Park for breakfast, and then head over to a knitting store called Blazing Needles and shop for yarn. A meal of half-off rolls at I Love Sushi would make a perfect end to the day.

Q&A Jacque Butler CEO MedQuest Solutions medquestsolutions.com What do you like most about your job? When my father was diagnosed with Parkinson’s disease, I began researching treatments that could help him have a better quality of life. At that time, it was difficult to find physicians who practiced preventive medicine, but I discovered that preventive medicine and the use of hormonereplacement therapy created an incredible change in my father. He was happier and healthier. This change sparked my vision to start a company that could have a transformational impact on the health and well-being of others.

What’s the best part of living in Salt Lake City? Salt Lake and the surrounding areas are very family oriented. My family is everything to

me—I have 11 children and 14 grandchildren, and this has been the perfect place to watch them all grow.

How do you stay connected with other local professionals? I was fortunate to be a part of the recent Ernst & Young Entrepreneur of the Year awards program, which provided the opportunity for me to meet other professionals in the area.

And I keep current with the educational community: I’m on the advisory board of Brigham Young University, which gives me the chance to learn amongst administrative staff and students.

Describe your perfect Sunday in the city.

Every Sunday I invite all of my kids, along with their spouses and children, over for dinner. So that means I can have up to 50 people in my house sharing wonderful conversation and stories. It is my way of staying in touch with my children’s lives and seeing my beautiful grandchildren on a regular basis.

"Salt Lake and the surrounding areas are very family oriented. My family is everything to me—I have 11 children and 14 grandchildren, and this has been the perfect place to watch them all grow."

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Q&A Devon Kapler Executive Director Go Au Pair goaupair.com What do you like most about your job? I’m a problem solver constantly looking to make improvements. Since I oversee our IT, marketing, PR, and sales departments, and also participate in customer service and HRrelated tasks, my job exposes me to all areas of business. I get plenty of opportunities to think up solutions and execute improvements.

SALT OF THE EARTH Locals and visitors alike enjoy swimming and sunbathing at the Great Salt Lake (above). Due to the lake's high salinity, people easily float on top of the water.

Epic MEETINGS If you're planning a conference, the Salt Palace Convention Center (right) will suit you well: it boasts of 66 meeting rooms and 515 square feet of exhibit space.

This detail shot showcases its framework of structural steel.

What's the best part of living in Salt Lake City? You can be in the mountains 30 minutes after leaving the office.

How do you stay connected with other local professionals?

Salesforce.com, a website with applications for sales and customer service, offers many venues for staying in touch with other local users.

ROCKY mountain HIGH The Rockies provide a breathtaking backdrop (below) for those who live and work in the city.

Photo: Bala K

Describe your perfect Sunday in the city. My perfect Sunday afternoon includes a hike in the mountains with my dogs and sitting on my porch writing letters, listening to the record player, and grilling.

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in the workplace

sky box Werner’s office overlooks the baseball field at Petco Park, the home of the San Diego Padres.

ROOM WITH A VIEW Thanks to a spread of floor-to-ceiling windows, Erika Werner can watch the San Diego Padres play ball from the comfort of her own office Remember begging your teachers to hold class outside on a gorgeous spring afternoon? All it took was a glimpse of the great outdoors to reenergize a stale discussion.

Erika Werner, the vice president of business development at Red Door Interactive, never has to worry about a dull office environment wearing her down. The San Diego-based Internet-presence management agency is located on the 11th floor of the DiamondView Tower, a central skyscraper in San Diego. The office boasts of floor-to-ceiling windows, which provide employees with a 270-degree view.

That view encompasses downtown San Diego and Petco Park—and not just a profile shot, either. Red Door’s windows look down into the ballpark's diamond, so staffers can check out the score of San Diego Padres' games without leaving their desks. If they choose to stick around for night games, employees are eye level with the fireworks that commemo-

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rate each of the Padres' home runs. Werner says there are other perks, as well. “We watch aircraft carriers land in the bay,” she says. “We’ve watched a Madonna concert in the ballpark from our balcony.”

The eight-year-old firm, which specializes in the strategic planning of online marketing and development for clients like Souplantation & Sweet Tomatoes Restaurants, Petco, and Cricket Communications, has two other enviable office spaces: one in Carlsbad, California (office rooms are named after famous surf breaks), and one in Denver, Colorado, which boasts a spectacular view of the Rockies.

The firm hopes the open environments will keep its employees feeling inspired. Company culture is a serious priority: Red Door has a morale and culture committee that plans lunches at different restaurants around the city, staff trips to art institutes like the Museum of Photographic Art, and a summer games event where employees go head-to-head on bocce and wiffle ball. And since the San Diego Business Journal has named Red Door winner of its “Best Places to Work” award three times, it makes us wonder why more firms aren't bringing the outside in. —Annie Monjar

cool jobs

Children’s Book Creator Margaret hyde Santa Monica, CA

W

hen Margaret Hyde was 23, her toddler-age daughter was attracted to her collection of brightly colored art books— and as a result, Hyde’s library was left looking battered. Unable to find art books for kids, Hyde began researching art rights and, in 1996, debuted the Great Art for Kids series. The simple board books, which feature lauded artists like Picasso, Matisse, and Van Gogh, are still sold in museum gift shops around the country.

Inspiration struck again a decade later, when Hyde set out to create a reading experience that recalled the scratch-and-sniff stickers she’d loved as a child. She authored a book series centered around a dog named Mo, and each volume features Hyde’s patented pressto-smell technology. When pressure is applied, aromatherapy packs release their yummysmelling essences. For example, in Mo Smells Red, the reader presses on a picture of a strawberry and is hit with a wave of berry scent.

The character of Mo has transcended the print medium. Last year, Hyde rolled out an iPhone app that offers learning games for kids, and there’s also a Mo TV show in the works.

Hyde attributes some of the brand’s success to Mo’s personality. “In children’s books, most animal characters are people in animal suits, but Mo is a real dog,” she says. “He has real dog qualities, like natural knowingness and unconditional love.”—Bridget Herman

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cool jobs

Fashion Designer Olcay Gulsen supertrash, amsterdam, the netherlands

W

hen she was five years old, Olcay Gulsen saw a video clip of Madonna—sporting fingerless gloves and a Marilyn Monroe-esque beauty mark— and knew she wanted to create clothing for fashionistas everywhere. “I knew that fashion was something I was definitely going to do, and owning my own brand seemed like a really big dream,” Gulsen remembers. It was a dream destined to become reality. Now, as the owner of her own fashion line, Supertrash, she balances design, travel, and even a reality series to promote her brand.

Gulsen says that Supertrash represents her own way of life. “[Supertrash] is my second nature—traveling and being everywhere at the same time, and also running a company with 42 employees— the brand [reflects] who I am.”

For inspiration, Gulsen looks to her peers. She hopes to reflect the luxury, energy, and independence of the modern young women who wear her line. “I love the energy of the new generation of women who actively balance motherhood, careers, or being single—they represent every type of lifestyle, and Supertrash is a label that embraces the mixand-match lifestyle modern women enjoy.” —Leslie Price

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Children’s Photographer Adrienne Schafer recap photography, Denver, CO

A

drienne Schafer likes to hang out with kids: she photographs them professionally and, for four years, she volunteered to help disadvantaged youth through Big Brothers Big Sisters. During her time as a mentor, Schafer says she was touched by “the good that the program could do.”

Her photography career grew out of her philanthropic work. In 2005, she offered her snapshots in exchange for donations to Big Brothers Big Sister's Race for the Kids in New York City. “I wanted to do more photography; I decided [this was] a nice way to raise money while getting some experience,” she says.

Schafer recently relocated to Denver, Colorado, where she now runs her own photography business, Recap Photography. It's no surprise that she specializes in photographing children. By capturing her clients in their own element (in a pool, on a playground, in their own home), Schafer is able to achieve a photojournalistic style. “If they’re not forced to sit somewhere with bright lights in their face, kids are usually pretty happy and entertaining,” Schafer says. “Sometimes the hardest part is keeping the camera steady when I’m laughing at their antics.” —MattHEW Partington

may/june 2011 | marchmagazineonline.com

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industry pioneer

First Lady Back in the '60s, Sears was the first female stockbroker to be hired by Shields & Company.

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Paving the Way As the first female stockbroker at a prominent firm, Francine Farkas Sears was a luminary for women in business— and today, she continues to lead as owner of Fabrique Ltd.

“

As told to Lisa Ryan

I’m a big believer in hands-on learning. During college, I knew that I wanted to impact the business world. As much as I valued the academic side of my business education, I craved firsthand experience—and so, in 1964, I accepted a job at Shields & Company, which eventually became Prudential.

I was the first female stockbroker at the firm, which was quite an exciting position to be in. I was selling securities alongside 100 men, and I was the top producer in the office. I was very young and didn’t have preconceived notions about the market, so I embraced aerospace, electronics, technology, and other future-growth industries. I worked with older men who weren't convinced of the new markets, which is why I was able to outperform them.

My husband was president of Alexander’s department stores, where I had worked as a fashion coordinator before entering the finance world.

In 1969, after my success on Wall Street, the Alexander’s board of directors asked me to come back to the company and guide its new public offering. I accepted the job and, though my new salary was one-third of what I was earning in finance, it was a labor of love. I began taking on divisions that were becoming unprofitable and unwanted, and turning them around.

At that time, President Nixon was beginning to open up Sino-American relations after 26 years of bad blood between the US and China. To explore business opportunities between the two nations, the administration decided to send a group of 26 businesspeople to China. In 1972, while serving as vice president of merchandising for Alexander’s, a busi-

ness group I was involved with was invited to send one person on this historical business venture, and they felt I would be a strong representative.

Of the 26 people on the trip, I was the only woman. That was a different time; now, women have a stronger presence in the workforce. Today, if a career woman does her homework and has talent and tenacity, she’s likely to land a great position regardless of her gender.

Eventually, I turned to entrepreneurship. My current company, Fabrique Ltd., began as a growth product of my previous venture, International Buying and Marketing Associates (IBMA). IBMA was a firm that designed and produced apparel and luggage. At one time, American manufacturers were having difficulties producing high-quality products in the United States. We, on the other hand, have always been able to produce fine, high-quality products at very competitive prices, so our business grew quickly.

When I sold IBMA, I kept the company's luggage division and rechristened it as Fabrique Ltd. The focus of the firm soon evolved to computer cases, which is what Fabrique primarily manufactures today.

I’ve enjoyed success in the business realm, but I also try to work in other arenas. I love interior design, and I love to restore houses. I approach houses with the same philosophy as I approach business. It’s about buying something old and well-located, and reviving it. It’s a challenge to make something decrepit wonderful again—and I’m always up for a challenge.

“I was selling securities alongside 100 men, and I was the top producer in the office.”

Francine Farkas Sears, Owner

”

A Message from Lap desk Today, the Original Lap Desk Company is as true to its mission as it has been for the past 35 years: offering portable desk products that conform to the lap —creating stability, comfort, safety, and productivity. With this mission, the Arlington, Texas-based company is proud to launch the newest addition of the LapGear mobile workspace, the LapGear® ChillCase. The patent-pending ChillCase is the invention of Fabrique Ltd., a high-end consumer-electronic case producer and supplier to major PC companies. The ChillCase is the recipient of LAPTOP magazine’s Editor’s Choice Award. The ChillCase has a travel-friendly, all-in-one design and whisper-quiet, built-in cooling technology to minimize discomfort from notebook-generated heat. This product is key to health and safety concerns, such as "Toasted Leg Syndrome." In 2010, the Wall Street Journal and the Women Presidents' Organization recognized Fabrique Ltd. as one of the Top 50 Fastest-Growing Women-Led Companies. lapdesk.com

may/june 2011 | marchmagazineonline.com

31

an eye for design SUNNY OUTLOOK Torigoe says the Hawaiian landscape has helped shape her firm's designs—and her own friendly demeanor.

ThE

A≈oha spirit

Carol Torigoe taps into her cheerful “aloha spirit” to establish strong client relationships on behalf of KYA Design Group

If you’ve ever been warmly greeted by Carol Torigoe, managing partner at Honolulubased KYA Design Group, then you probably understand her “sense of aloha”—a Hawaiian phrase that refers to the friendly attitude of most Hawaiians. Torigoe says she exudes that positive "aloha spirit" in all of her personal and professional interactions.

The lush setting affects her design outlook, too: “Living in Hawaii affords an island aesthetic and very sustainable forms of design,” she says.

Torigoe, who has many years of experience with architecture, interior architecture, and interior design, has worked in many facets of the design industry. Her resume boasts of project management, standards development, integrated design, programming, quality management, and design implementation experience.

Torigoe has been rounding out her skill set for more than three decades. She joined KYA in 1984, but before that, she attended the School of Architecture in Hawaii. After graduation, she landed a gig at a large firm in Indianapolis, where

32

marchmagazineonline.com | may/june 2011

she served as the head of interior architecture.

Before long, Torigoe began to miss Hawaii—so she moved back and immediately joined KYA. Four years later, she was made an associate; today, she’s a full partner in the firm. Torigoe is the principal in charge of design, marketing, and team management, and she's also the only woman partner at the firm and the youngest of the four partners.

Established in 1972, KYA offers planning, ideation consulting, and full-service architecture and interior-design services, specializing in commercial projects and aviation design. Always incorporating sustainability into each design, KYA requires that each of its projects achieve LEED Silver certification at minimum, and 60 percent of its 30-person staff is composed of LEED-accredited professionals.

Apart from equipping her with stellar customer-service skills, Torigoe’s “sense of aloha” informs other aspects of her life. For example, she enjoys helping others to forge a career in the architecture and design industry. She is actively

involved in the local AIA chapter and is an adjunct professor for the University of Hawaii at Manoa's School of Architecture.

Like Torigoe, KYA is committed to giving back to the community. In 2009, the firm announced the creation of an expendable fund of $30,000 to the University of Hawaii at Manoa’s School of Architecture. The fund supports the activities, research, and ongoing operations of the school's Environmental Research and Design Laboratory. “[Despite] the present state of the economy, KYA Design Group is steadfast in our dedication to giving and reinvesting in our young people, our community, and the future of Hawaii,” Torigoe says.

Torigoe draws from similar values while instructing the interns she mentors at the University of Hawaii. She says she gives them the same advice that she would give to other womenbusiness owners and aspiring entrepreneurs: “Always be thinking of fresh ideas,” she advises.

“Always keep a positive outlook and aspire to be the best you can be.” —Kelly Matlock

1 Established nearly 40 years ago as a Hawaii-based, full-service design consultation firm, KYA has adapted and diversified to meet the changing needs of Hawai’i’s community. As the parent company of both KYA Design Group and KYA Sustainability Studio, KYA proudly embraces the responsibility, or kuleana, to care for the people and places that make our island home unique. In doing so, we advance our long-standing corporate tradition of fostering relationships through collaborative processes and services - inspiring those around us to strive for excellence and thrive. We aspire to exemplify a corporation that achieves extraordinary things while positively contributing to the future generations for our community.

2

torigoe's Portfolio / highlights

Mau ka Concourse, Honolulu International Airport

a Mauka Concourse

s First Hawaiian Banking

d Louis Vuitton,

Expansion, Honolulu

Facility, University Branch

S&G Gump Building

International Airport

Location: Honolulu, HI

(project not pictured)

Location: Honolulu, HI

The Rundown: This award-win-

Location: Waikiki, HI

The Rundown: As part of a $1.7

ning project showcases First

The Rundown: At the promi-

billion modernization program,

Hawaiian Bank’s new “banking

nent corner of Kalakaua

the expansion aims to make

center” concept. The challenge

Avenue and Lewers Street, the

the airport more functional and

was to incorporate a complex

team selected specific archi-

contemporary.

banking program with a cultur-

tectural features from the his-

Cool Detail: Upon completion,

ally sensitive site.

toric S&G Gump Building to

the Mauka Expansion will be

Cool Detail: Architectural fea-

enhance and complement the

LEED Silver certified. It will also

tures and artwork celebrate the

established Louis Vuitton

include a new concourse capa-

building’s history (it was once

image.

ble of accommodating more

the home of a beloved local

Cool Detail: Planters, trellis

aircraft gates.

sports stadium).

work, and garden areas frame

www.kyadesigngroup.com e: design@kyadg.com

www.thekyastudio.com e: sustainability@thekyastudio.com

the stucco building.

may/june 2011 | marchmagazineonline.com

33

934 Pumehana Street Honolulu, Hawaii 96826 p: 808-949-7770

an eye for design

1

A Business in BLoom Landscape architect and entrepreneur Faye Harwell has created lush outdoor spaces all over the globe

As a little girl, Faye Harwell thrilled at art projects, like designing model rooms or creating costumes for her paper dolls. She also enjoyed accompanying her grandparents on trips to Europe, where they explored many unique gardens. It seems natural that landscape design sparked Harwell’s interest, and that she grew up to become a renowned landscape architect.

Harwell now serves as a partner at Rhodeside & Harwell, a firm that offers comprehensive services in landscape architecture, planning, and urban design. At the firm's offices in Alexandria, Virginia, and Newark, New Jersey, she works alongside fellow founders Deana and Elliot Rhodeside. But landscape architecture wasn’t her first career choice. Upon earning a degree in art history, Harwell began working as a dress designer. After a few years, though, her love of the outdoors prompted her to go back to school for a master’s degree in landscape architecture.

“Whether it was designing dresses or designing landscapes, it’s [always been] about taking something from concept to reality,” says Harwell, who considers landscape designers Frederick

Law Olmsted and Ian L. Mcharg as her true inspirations. “Dresses are cloth work draped over the body, while landscape architecture is earthwork— paving and planting—draped over the land.”

Since the firm opened 25 years ago, Harwell and her staff have worked on a number of unique projects, including the Gettysburg National Military Park, the George Mason Memorial on the National Mall, the historic Essex County Branch Brook Park in New Jersey, and the National Zoo. The firm has also worked on many international projects, including more than 20 US embassies overseas.

“We spend a lot of time walking through and understanding the land,” she explains. “It’s important to understand the setting and who the users are and how they work. It’s not just about making the land attractive but also making it functional.”

Since its inception, the firm has focused on ecological and environmental design. Harwell says she is thrilled that sensitivity to the environment has become stronger in recent years.

“There was a time, especially in the architectural field, when the advantages of green design were a real challenge to get through to people,” she says.

Now, Harwell sees green design everywhere. “I have seen a huge movement to upgrade parks in America,” Harwell says. “Cities are struggling with keeping and maintaining heavy urban development and are finding open spaces to be much more important.”

When Harwell sits down at her desk and prepares to design her next great outdoor space, she keeps a few other things in mind.

“I have always favored simplicity in design,” Harwell says. “I never saw the need for something to be ornamented just for its own sake. Instead, I believe everything needs to be elegant and beautiful, lovely to touch, inspiring to look at, and good for the spirit.” —Tricia Despres

“Dresses are cloth work draped over the body, while landscape architecture is earthwork—paving and planting—draped over the land.” Faye Harwell, partner 34

marchmagazineonline.com | may/june 2011

harwell's Portfolio / highlights a Alexandria Central Library

s National Aquarium

d DC Art Walk

Location: Alexandria, VA

Location: Baltimore

Location: Washington, DC

Design Details: This project

Design Details: Located on

Design Details: This 10.2-acre

uses infiltration for stormwater

Baltimore’s famed Inner

site in the middle of downtown

management, and it has

Harbor, the National Aquarium

Washington, DC plays host to

become a model for how build-

is designed to capture storm-

changing art displays and per-

ings can best harvest rainwater.

water in a cistern. It’s then uti-

formances, in addition to serv-

“It has been published widely

lized to water plantings in the

ing as a stop for MegaBus and

and was also featured in an

park. It looks cool, too: pat-

BoltBus vehicles. Though it will

environmental film,” Harwell

terns in the pavement mimic

be disassembled this year, the

says.

the shape of moving water.

recycled components will be

Photo (opposite page top): Ron Blount; Photos (right): Steve Uzzell

reused in another nearby park.

2

3

Photo: Patrick O'Brien

2

may/june 2011 | marchmagazineonline.com

35

a new path

a Certified Success

Min Cho left a career in finance to take up the reigns at Nova Datacom LLC—and, armed with new government certifications, she’s taken the business to new heights

Min Cho exhausted much time and effort forging a career as a financial planner. She began working as a banker, went to school for finance, and spent more than 15 years honing her skills. During that time, her experience ranged from both large- and small-government lending to commercial and retail lending. She had planned to stay in the financial sector—but life didn’t unfold exactly as planned.

In 2004, Alex Cho, Min’s brother, started Nova Datacom LLC, an information-technology solutions company. Alex Cho was used to calling on his sister for money-wise advice; Min has been providing financial-consulting services to the firm since its inception.

In the beginning, Nova Datacom was focused on a select group of clients. As its reputation grew, though, the company found itself in higher demand. Alex called on Min and offered

Min Cho’s

PATH to the top 36

1975

1981

1990

1995

1999

Min moves from

Just six years later,

Min begins her

Min is promoted to

Min is again pro-

South Korea to

she moves from

banking career in

the firm’s

moted, and moves

Argentina.

Argentina to the

the retail-banking

commercial-bank-

to the credit

United States.

division of a large

ing division.

department.

marchmagazineonline.com | may/june 2011

financial corporation.

her the unexpected opportunity to take up the company's reins. She accepted the challenge.

When Min became CEO in 2007, the company had less than a dozen employees and $4 million in sales. Since then, revenue has jumped a jaw-dropping 745 percent, and is on target to continue to show triple-digit growth; the firm now employs a staff of 100 and plans on adding at least 20 more positions in the next year.

“Our success was born of a shift in focus,” Min explains. The firm now directs its efforts towards enterprise-level, mission-critical security solutions aimed at the public and private sectors.

Min also credits much of the firm’s growth to a recent 8(a) certification, awarded by the United States Small Business Administration (SBA). The SBA has established several programs to help small businesses gain experience and exposure through government contracts.

Seventy percent of Nova Datacom’s business is now serving the government; the other 30 percent is devoted to commercial clients. “The SBA 8(a) program made us eligible to compete against other similarly sized businesses for contracts that were specifically targeted to small-business providers,” Min explains.

“Without using this program, it would have been very difficult to compete with much bigger companies for open contracts.”

Min, who was born in Korea and raised in Argentina before she relocated to the United States, has accomplished much for herself and her company. Her financial background gave her the know-how needed to run a profitable firm, and her international skills (she’s trilingual) and natural knack for strategy have helped drive Nova Datacom towards success.

Still, it is perhaps the firm's SBA 8(a) certification that has had the largest impact.

Since Min stepped in as president and CEO, the firm’s revenue has jumped a jaw-dropping 745%.

The Right Decision for Security Solutions

“For our federal clients, we can leverage our 8(a) program, and we have several purchasing options through multiple contracts,” Min says.

“Additionally, we’ve been focused on solidifying our internal structure.” The firm employs full-time legal, human resources, contracting, and proposal departments—all of which, Min says, help provide high-caliber services to its clients.

Certifications have proved very successful for Nova Datacom LLC, but Min is the first to point out that the firm’s own staff provides the intellect and expertise that powers all of its efforts. Several individuals hold multiple highlevel certifications and over 90 percent of the engineering staff can work in both classified and unclassified environments. One high-level Nova Datacom engineer has earned 4x CCIE certifications, making him one of only 15 individuals worldwide who have reached this level of training, and the only one who is not currently working for Cisco, the company who hosts the certification program.

Since accepting her brother’s offer, Min has thrived in her new position—and so has the family business. Min says her own concept of family extends beyond blood relatives, and she counts the Nova Datacom staff as kin. Today, she keeps busy planning a bright future for all of them. “I am so excited to continue on this journey with my fellow professional family members," she says. —Thalia A-M Bruehl

2000

2004

2007

Min graduates from a univer-

Min’s brother, Alex Cho,

Min is named Nova Datacom’s

sity in Northern Virginia with a

founds Nova Datacom LLC,

CEO and president.

degree in finance.

and Min provides him with financial-consulting services.

may/june 2011 | marchmagazineonline.com

37

Securematics is a leading distributor of secure networking products and solutions in North America, servicing a large number of global system integrators, service providers and value-added resellers. The company’s business model enables technology solution providers to profit by delivering industry-leading and emerging technology solutions to customers ranging from large enterprises to small-to-midsize businesses (SMB).

Securematics’ differentiation lies in its focus on the networking and security space and the personalized service it provides during the pre-sales, sales and post-sales cycle. Channel partners may also leverage company’s various partner profitability programs designed to add value for their businesses.

VENDORS: Juniper Networks SonicWALL IBM/ISS InfoBlox Meru Networks Radware Checkpoint Skybox Security Netgear PROSECURE

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Working with Comstor enables you to grow twice as fast and generate up to three times the business compared to other distributors.

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comstor.com or call (303)566-2600.

MAY/JUNE 2011

At first glance, professional blogging seems like a laid-back vocation: simply collect virtual admirers and watch the advertising dollars roll in. In reality, though, it takes vision, drive, and determination to make it in the blogsphere. Read “The Bloggerati” (p. 40) to learn how three ambitious women—including Lauren-Ashley Fuller (pictured here), founder of The Get Smart blog—built successful sites.

Is it okay to "friend" coworkers on Facebook? Find out in “How to Have Flawless Tech Etiquette” (p. 49).

NPR's website and smartphone apps are flourishing. Read "Digital Apptitude" (p.

56), to learn why we think CEO Vivian Schiller has more than a little to do with the success.

Photo: Rachel Barrett for MARCH

may/june 2011 | marchmagazineonline.com

39

Full-time blogging is an enviable gig— It offers flexible hours, creative freedom, and the opportunity for fame and fortune. Meet three women who built successful websites and, in the process, landed the jobs of their dreams.

OK

Story_Abi Nicholas.doc

Photos_Rachel Barrett.doc

P

opular bloggers have the unique ability to sway public opinion. Just ask Jessica Gottlieb, also known as the “Motrin Mom” and founder of JessicaGottlieb.com. On her website, the controversial mom and blogger comments on the ad and marketing campaigns of major brands, including Motrin, Nestle, and The Corn Refiners Association. And her posts get noticed: in November 2008, with one unfavorable Tweet about a Motrin.com ad, Gottlieb generated 2,000 subsequent Tweets and became the number-one search on Twitter in matter of hours—surpassing Saturday Night Live as the site’s mostsearched topic for the first time since President Obama was elected.

Considering her popularity and influence, it's fitting that in 2010, Forbes magazine named her as one of 15 "power women" to follow on Twitter.

Grace_ Design*Sponge

Nicole_Travel Smart

Lauren-Ashley_ The Get Smart

More people like Gottlieb are looking to the blogosphere as a platform for commentary on matters both personal and professional. But as the number of blogs in the United States and across the world climbs, it's harder than ever to get noticed or to make a difference—let alone get paid.

As I write this, in the last 24 hours alone, 82,207 new blogs were launched, bringing the total number to 153,883,197, according to The Nielsen Company's BlogPulse, a blog search engine that also tracks trends from across the blogosphere. That’s roughly one blog for every 45 people on Earth— nearly triple the amount that existed just four years ago.

With new sites springing up each day, many blogs get lost in the shuffle. And though many would-be professional bloggers are hoping to reap the benefits of a blogging career—like flexible hours, creative freedom, fame, and maybe even fortune—only 11 percent of bloggers say

their site provides their primary source of income, according to the State of the Blogosphere 2010 report, compiled by Technorati, an online-media consulting firm and blog search engine.

Many blog just for fun. Today, blogging represents the fastest-growing medium of personal publishing, and many of the most popular posts are personal in nature, or what The Nielsen Company refers to as “diary” posts, which claim nearly 30 percent of all content. But blogging isn’t solely reserved for in-depth accounts of the world’s worst breakups.

According to Technorati, “48 percent of all bloggers believe that more people will be getting their news and entertainment from blogs in the next five years than from the traditional media.” It’s not an outlandish prediction: 40 percent of consumers already report that their trust in mainstream media continues to drop.

For the three women profiled here (Grace Bonney of Design*Sponge, Nicole Hockin of Travel Smart, and Lauren-Ashley Fuller of The Get Smart), this shift in the media landscape has led to opportunity. Each is part of the one-third of bloggers who have roots in traditional journalism. These women are also part of another, more striking trend: while two-thirds of bloggers are male, female bloggers (mom bloggers in particular) now have considerable influence on social media and the blogosphere, and over brands.

Recognizing the important and growing impact of women on the web, Technorati used its most recent State of the Blogosphere report to further explore the phenomenon of female bloggers by highlighting 15 of the most influential women in social media, including Gottlieb.

Technorati also has created a devoted Women channel on its site, alongside other channels like Technology, Business, Entertainment, Sports, and Politics.

For the purposes of its annual report, Technorati segments bloggers into four categories: hobbyist, part-timer, corporate, and self-employed.

Each group has its own unique motivations for blogging, as well as its own definitions of success. Hobbyists, for example, represent the largest segment of bloggers at 64 percent. They blog mostly for fun and report no income, measuring success by the level of personal satisfaction they derive from blogging.

The women profiled here are no hobbyists, though; theirs are not just three more blogs in the crowd. Instead, they have succeeded where millions have failed. They have harnessed the power of the blog to wield influence and earn a paycheck.

The Self-Employed

Grace Bonney

A

founding editor, design*sponge

ll Grace Bonney ever wanted was to write for a magazine. And blogging, she thought, would be her means to that end.

The year was 2004—just before the Brooklyn design-scene explosion, still before most blogs were selling ad space and truly making money for their respective bloggers, and long before anyone could have even predicted the great American design-magazine crash of 2008.

“None of the magazines would even speak to me at that time,” recalls Bonney, 29, who studied journalism for two years at New York University and completed her undergraduate education at William and Mary with a degree in fine arts. “I had no idea how to break into that industry, so my boyfriend at the time told me to start a blog and use it as a portfolio for writing samples down the road.”

And so, Design*Sponge—a place where Bonney could “write informally about what I was seeing around me”—was born. In particular, she covered the design scene in Brooklyn, trolling the streets with camera in hand to capture the younger, edgier homeand fashion-design world that she noticed was missing from traditional design publications.

Six years later, and her blog is much more than a collection of her best writing samples. At press time, the site boasted 65,000 daily readers on the main site, more than 94,000 readers via RSS, and nearly 176,432 Twitter followers. It’s also ranked number 139 on Technorati’s list of top blogs.

Bonney—who helps make up the 21 percent of bloggers that The Nielsen Company refers to as the "self-employeds"—also has an editorial bench that runs more than 20 deep.

“I take pride in [hiring] people that typically wouldn’t get a magazine job,” she says, reminiscing about her own difficulty breaking into the business. “I tend to pick up people straight out of college, not necessarily writers but specialists in a particular niche—floral design, for example.” It’s important, she says, that they have a relatable writing style so they can connect with readers—and that they’re real people who can talk about their real lives.

“Of course, we have a copyeditor that keeps us in line, too,” she says.

While technically a blog, Bonney has worked hard to make Design*Sponge more of an online magazine—really, it’s the best of both mediums. She’s developed an editorial calendar so readers and advertisers know what’s coming. She and her team post original content six to 10 times each day, so the site is always fresh. And she keeps the tone informal and accessible, and encourages comments, discussions, and even guest posts.

In essence, she’s cooked up a magic recipe that so many nowdefunct traditional design magazines, like Domino, Country Home, Metropolitan Home, and Southern Accents were unable to sustain.

Which isn’t to say she didn’t achieve her initial goal of working for a traditional print magazine before many of them began to fold. In 2004 and 2005, Bonney landed jobs as a contributing editor at Domino magazine and at CRAFT magazine; those positions helped to supplement her income since she didn’t start selling ads on Design*Sponge until about a year after its launch.

Then, in 2006, she decided to freelance full time while keeping up the blog, writing for top publications like House & Garden, Food

Above: Grace Bonney founded Design*Sponge as a vehicle for breaking into the magazine business. Though she did write for publications such as Domino and House & Garden, blogging is now her full-time job.

The Bloggerati From a New York City hotel, a travel blogger talks about life on the road

2 of 10

NEXT

Rachel Barrett for MARCH

Hockin, pictured here in a New York City hotel room, loves to be on the road. She grew up globetrotting with her mom and dad (a stewardess and a pilot)—and now, she's a travel blogger and national media spokesperson for Hotels.com. Read about her latest trip at travelsmartblog.com.

➤

Grace_ Design*Sponge & Wine, InStyle, Better Homes and Gardens, New York Magazine, and the New York Post, among others.

In 2008, Bonney quit everything to focus on Design*Sponge, which she runs out of her home in Brooklyn. And 2010, she says, was the first year she actually looked at the site like her own company—so much so that her husband quit his full-time job to “run

Nicole_Travel Smart

the business side of things,” she says.

“I’ve finally gotten to the point where I feel like I’ve built the magazine that I’ve always wanted to work for,” Bonney says. “And now I can focus on expanding content into different audiences, teaching the next generation of bloggers and designers, and growing organically.”

The part-timer

Lauren-Ashley_ The Get Smart

nicole hockin editor, travel smart + national media spokesperson, hotels.com

ne of the most outstanding moments of Nicole Hockin’s childhood took place on an Air Jamaica plane in the 1970s. She was flying down to the island paradise with her family for vacation, “and they actually let my dad land the plane,” she recalls. “I remember I was sitting in the cockpit.”

Hailing from a long line of airline employees, Hockin was “born into travel,” she says. Her mother retired from Delta Airlines after 36 years; her brother helped create the reservation system that powers American Airlines; and she spent her formative years traveling the world with her parents.

So it’s fitting that, more than three decades later, the mother of “two children who travel better than most adults” (per a recent Tweet) is now the national media spokesperson for Hotels.com and the company’s resident blogger.

But the position and the blog didn’t always go hand in hand. In fact, it wasn’t until April 2010, more than four years after she took her post at Hotels.com, that Hockin expanded her role to include blogging, making her part of the 13 percent of the blogosphere that either blog as part of their full-time job or to supplement their income, according to Technorati.

“Hotels.com and I wanted to create something so that people could widely have access to my travel tips,” Hockin says. “It’s the perfect mesh of my wanting to grow the ability to share travel advice and tips that are practical and affordable and realistic, combined with providing travelers access to more than 90,000 hotels.”

Before the Travel Smart blog, which does not support advertisements but is sponsored by Hotels.com, Hockin would provide tips,

advice, and recommendations through various media outlets and interviews, including The New York Times, USA Today, The Rachael Ray Show, and The Morning Show with Mike & Juliet. She still hits the media circuit, but says the blog allows her “to say more, write more, be a little more detailed about what I want people to know.”

Hockin posts at least twice per week and is steadily expanding the site’s content. She covers typical deals, holiday travel, news, and couples’ getaways. But she’s also putting her journalism background to good use, figuring out new ways to approach articles and uncovering the latest travel trends. She conducts polls, secures interviews with industry bigwigs, and reviews hotels and hotspots.

For example, she recently talked to nutritionists to learn about healthy eating on the road and during the holidays. And she used Halloween as an excuse to delve into the dark side of the hotel industry: bed bugs.

Her readers, who skew female, seem to appreciate the extra effort. Although it’s not yet listed as one of the top 100,000 global websites as ranked by Alexa, a leading web information company, Hockin says the blog’s readership is growing every month.

“I’m getting great comments and e-mails from users, and have even turned some of those into posts,” she says.

Hockin also runs a Facebook page in conjunction with the blog, as well as a Twitter feed, @travelnicole, where she offers even more tips and deals, and encourages readers to share their own stories and advice. In 2011, she plans to add more video to the site.

“Fortunately, people really like to travel,” Hockin says. “And there will always be a new place or concept to discuss.”

The CORPORATE

LAUREN-ASHLEY FULLER founder, the get smart

L

auren-Ashley Fuller isn’t your traditional blogger—if such a thing exists. While she does maintain her own personal blog, Fuller does not make a living by blogging as part of a broader job description, or because her business is her blog. Rather, just as her company’s tagline says, she develops and executes “smart, affordable, social-media solutions" for small businesses.

Indeed, she represents just one percent of bloggers who, according to Technorati, blog full time on behalf of a company or organization—except Fuller blogs for several organizations.

At just 24, Fuller founded The Get Smart in mid-2010 to help small businesses in the Greater Boston area, and across the country, make sense and actually reap the benefits of this whole social media thing.

It’s an idea she stumbled upon while interning at Nanda Home, the small (10 employees) consumer electronics company that hit it big with the creation of the Clocky and the Tocky, rolling alarm clocks that aim to prevent over-snoozing. Fuller created content for the Nando blog and managed the company’s social media sites, including its Facebook and Twitter accounts.

“After my internship, I started talking to other business owners in Boston and realized that retailers and local businesses were interested in doing the same thing—having a real presence online— but they didn’t know how to do it,” Fuller says.

Since then, she’s grown her business to four clients (a local bar, radio station, accessories boutique, and band) for which she helps build and implement social-media marketing strategies.

As it stands, Fuller is not part of the 24 percent of corporate bloggers that report spending a full 40 hours per week blogging on behalf of businesses. But she’s working on it. While she’s not

Story_Abi Nicholas.doc

Photos_ TK.doc

focused on her current clients, she’s going door-to-door or coldcalling prospective customers. Her goal is to have 10 clients at a given time; in the meantime, she supplements her income with babysitting jobs.

“Ideally, I can educate the businesses on how to do it, and they can take over in-house,” she says. “I do have to constantly remind them that they have to put in a lot of effort—it’s kind of a lifestyle change to begin using your cell phone to post pictures to Twitter as opposed to just making phone calls.”

But if there’s one person who can help these small businesses succeed in the social-media world, it’s Fuller. She’s what you might call a “whiz kid” on the Web—and she comes by her talents naturally.

“I was lucky as a kid,” she says. “My parents worked for Wang, this computer company way back.” She can’t remember not having a computer or Internet access. When she was 9 or 10, she wanted to make her own Web page, so her mom bought her a book about HTML, and she did it.

For Fuller to take control over a company’s social media presence, including blogging, on a daily basis, she charges $100 per week. “I understand for agencies that might be cheap, but small businesses can’t afford agency rates,” she explains.

Fuller has a soft spot for small businesses. “With my poli-sci background, I’ve always been a big proponent of small businesses.

I hate to see a [big box store] move in and take over, and I think social media can help these [smaller] businesses compete.”

Fuller, a New Hampshire native, completed two years at Simmons College in Boston, but left school because it was too expensive. She was studying political science and journalism, thinking she might want to do broadcast or make documentaries.

“This is definitely a better fit,” she says.

Grace_ Design*Sponge

Nicole_Travel Smart

Lauren-Ashley_ The Get Smart

While interning for a small Boston, MA-based company, Lauren-Ashley Fuller handled webcontent and managed the firm's Twitter and Facebook pages. She realized many other local businesses needed social-media services, too—so she launched The Get Smart, a social-media company (and a blog) that creates online content on behalf of other firms.

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MARCH magazine's

How to Have Flawless Tech

We’ve got the scoop on how to stay poised & polished in a professional world that’s dr iven by Tweets, texts, & e-mails

by annie monjar

may/june 2011 | marchmagazineonline.com

49

C

onsider the number of e-mails you type each day, how many texts you shoot off, and how often you post updates on Facebook and Twitter. Most likely, you use loads of electronic messages to communicate with coworkers and clients.

“As we get more global, there are more and more people working from home—which means less personal interactions with colleagues or customers,” says Jennifer Indyk, whose Missouri-based company, The Etiquette Advisor, offers business-etiquette coaching and seminars to corporations. “Among coworkers,” she continues, “e-mail has really become our primary form of communication.” Indyk notes that sometimes, you’ve never even met the colleague on the other end of an e-mail. Today, professional relationships can be built entirely through electronic messages—so each message needs to strike the right tone and present the proper image.

It’s no secret that communication has gone from dial-up to digital in the past decade, which means there’s much less face-to-face and vocal contact with clients, colleagues, or supervisors. Working from home is a growing trend: it’s not atypical for workers in many industries to wake up in the morning, sit down at their computer, and voilà—they’re at the "office," still clad in pajamas and slippers.

But for all of the benefits offered by this new, more flexible concept of the workspace, modern professionals must deal with more tech-based communication, which brings a host of potential complications to the table. For example, your bone-dry sarcasm, which may crack up your coworker in the break room, probably won’t translate so well via e-mail to a colleague you’ve never met. “In face-to-face interactions, you get voice inflection, or body language,” Indyk says. “Now, you often have to take all that out of the equation.”

50 marchmagazineonline.com | may/june 2011

Shauna Heathman, owner of Charleston, South Carolina-based Mackenzie Image Consulting, agrees, and says that work e-mails must be carefully composed to avoid misunderstandings. “With technology, communication needs to be an even more concise and thoughtful process,” she says. “We no longer have subtle body language or facial expressions to gather impressions and guide the conversation. We only have the verbiage to work with, which leaves the reader with many more opportunities to create their own perception.”

Despite the complications, technology can provide a platform for attracting customers and dazzling colleagues.

One of Heathman’s clients—an optometrist, of all things—used Twitter, Facebook, and other social-media outlets to set herself apart in the community, posting “healthy eye” trivia, tips, and even recipes to her accounts. “She made herself well known, and when people need an optometrist, they go to her,” Heathman says.

Heathman's client proves that the right e-mails, Tweets, and blog posts can bolster the career of a polished communicator—but if communication is sloppy, it can easily have a negative effect. To help you avoid slip-ups, MARCH consulted several etiquette experts for their input on how to best navigate today’s communication portals.

E-ma i l Et iquet t e DO compose thoughtful work-related e-mails, complete with a subject line and a courteous greeting.

DON’T take an overly casual tone in a work e-mail, even if you’re friendly with the recipient.

The message may be forwarded along to other colleagues.

N

owadays, one of the most important professional relationships you have is probably with your inbox.

Of all of the Digital Age’s new-and-improved communications methods, e-mail is by far the most widely used. It’s the way we now build relationships with work associates, so minding your Ps and Qs when composing a message is crucial to good professional etiquette.

First things first: you absolutely need a subject line. With countless e-mails coming in each day, everyone is prioritizing the most important-looking messages; needless to say, the ones that arrive without a proper subject don’t get the reader’s immediate attention. “A lot of people are speed-readers when it comes to e-mail,” Heathman says. “The subject line is like the heading of a newspaper; it’s how we determine whether or not it’s a priority. It’s sets the tone for the e-mail and helps the reader establish whether it’s urgent or not.”

Once you get to the body of the e-mail, start with a pleasantry. “An e-mail should always begin with a greeting and a form of thanks,” Sabath says. Bridget Weedn, a Houstonbased private etiquette consultant, concurs: “You can never go wrong by adding a salutation. It’s better to overdo than [to not do enough].”

All of the experts agree that when typing an e-mail to a client or colleague, the rule of thumb is to be as self-conscious as possible.

“Envision what you’re typing going on company letterhead and being published in the paper,” Indyck says. “Think twice, click once. Once you hit that send key, you’re never getting it back. It’s company property, and [your boss can probably] monitor e-mail at any time.”

This cautious approach doesn’t just apply to spelling and grammar, but also to the tone of your messages. Most of us are in the habit of e-mailing a friend across the office about where to head for happy hour, or even using emoticons or abbreviations in messages about work-related projects. And while using a casual tone is by and large harmless, what could happen is always worth thinking about.

Heathman recalls a friend of hers who wrote an e-mail to a colleague, in which she referred to another woman as a “chick.” The e-mail was forwarded along to a supervisor in another division. The supervisor took offense and complained—and Heathman’s friend received a citation.

Even disciplinary measures and confrontations now happen electronically—though it’s important to choose words with care when composing such an e-mail. When you write the message (after you’ve thoroughly considered whether or not a face-to-face meeting would be best), be both firm and gentle. “Always add a compliment,” Weedn says. “If the recipient only gets negative feedback in the e-mail, they might shut down.”

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Cel l Phone Et iquet t e DO shoot off a quick personal text during downtime at the office.

DON’T have a lengthy gabfest within earshot of your colleagues.

O

nce upon a time, each worker only had a landline, and was expected to use that phone for professional purposes only, with a few small exceptions.

Now, with professional and private lives merging more often (and phones easier to conceal in handbags), the rules are less clear, and questions arise about what’s appropriate: Can I take this call from my sister? Should I send a text to a colleague, or is that too personal? If I keep my cell on vibrate, can I bring it to a meeting?

Etiquette advisors agree that shooting off a quick personal text at work is fine, as long as it doesn’t distract anyone else or take up too much of your time.

“Anything that deters you from accomplishing the goals at hand should be avoided at work,” Heathman warns. “However, a lot of times a text message is the most convenient way to communicate. It can save time on the phone and keep your e-mail inbox unclogged.”

Whether or not it’s okay to text colleagues or bosses about work-related matters, though, varies from office to office. Usually, it’s best to wait for someone else to make the first text.

“Text messaging in the business arena is only appropriate when your contact has requested that form of communication,” says

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Ann Marie Sabath, president of At Ease, Inc., a company that provides domestic- and international-etiquette consulting to its clients. “Rather than assuming everyone has texting as part of their cell-phone services, it is better to wait for someone to suggest texting as a favored form of communication.”

If you think you might need to text a client, for instance, Weedn says it’s best to first communicate either verbally or through e-mail. Then, if need be, ask the client whether or not it would be okay to send an occasional text.

Cell phones were originally intended for making calls, and we’ve all faced uncertainty about whether or not it’s okay to take a quick personal call in the office. “If something comes up, and you need to take a call, find a quiet place,” Weedn suggests, “where you’re not right next to someone’s cubicle. That’s a big pet peeve of mine.”

Similarly, Indyk warns against choosing loud, wacky ringtones. It may seem like fun to use the hot new Ke$ha song, but your colleagues could get the wrong idea when you leave to go to the bathroom and “Tik Tok” trumpets out of your abandoned purse.

Play it safe and keep ringtones soft and basic.

S ocia l-Med ia Et iquet t e DO use Twitter, Facebook, and LinkedIn to keep in touch with professional contacts and clients.

DON’T post pictures of yourself doing a kegstand in a string bikini. There’s a chance it could be spotted by colleagues or potential employers.

S

ocial media is a valuable tool, though it brings on a slew of potential pitfalls. You’ve probably heard horror stories about employees getting busted for posting something snarky about their boss, or being “spotted” (thanks to Flickr or Facebook) vacationing after calling in sick. Social media can be a particularly tricky form of communication, because it’s easy to forget who your friends are, who follows your updates, and what the rest of the world can see with a simple Google search.

When it comes to Facebook, the rumors are true: before making a hiring decision, prospective employers often peruse candidate’s photos to get a sense of who they are. Bear that in mind when tagging (or ‘untagging’) photos. What you think is an adorable shot of you in your bikini with a tall margarita might look tasteless to a potential boss.

Similarly, think about who you friend, and how much you let

them see. “I wouldn’t be Facebook friends with a boss,” Weedn warns. “Consider that whatever you put on there is in full view.” If your boss sends a friend request to you, and you absolutely cannot bring yourself to hit the reject button, use Facebook preferences to create a limited profile. Consider this, too, when using Twitter.

If you post a Tweet at 2 p.m. on Tuesday afternoon, it’s going to be pretty obvious you weren’t working diligently on those briefs.

Still, properly navigating Facebook, Twitter, and LinkedIn can get you noticed and keep you connected to your professional community. Heathman says it’s important to keep those connections active.

“Share personal tidbits about yourself,” she suggests. “Social media is all about building relationships and [being] transparent.

Consumers and clients want there to be a personality behind the avatar and screen name. Also, say ‘thank you,’ ‘congratulations,’ and give ‘likes’ to help promote your friends and family.”

Headphone Et iquet t e DO use your iPod to power you through the occasional boring task.

DON’T rock headphones every day from 9 to 5. You’ll seem disengaged and inaccessible.

P

lugging into tunes at work has never been easier. An iPod can fit in your wallet, and Internet radio stations like Pandora provide a free soundtrack that can be accessed practically anywhere.

Working with music can take the edge off of a boring project or tune out distractions in the office, so most offices (though not all) have green-lighted the use of headphones at work.

“A lot of jobs don’t involve a lot of communicating,” Heathman says, “and [headphones provide] a good way to keep things from getting too monotonous. However, bear in mind that it does take away from being able to hear the phone ring, and that you’re zoning out everyone around you. It’s important to maintain relationships with your office mates and coworkers, so long as it’s not taking away from relationship-building, it’s probably fine.” Indyk agrees, and adds that headphones tend “to send the message that you don’t want to be disturbed.”

The bottom line? Having a pleasant demeanor and staying focused at work is always to your advantage.

53 may/june 2011 | marchmagazineonline.com

D i g i t a l Apptitude As the leader of The New York Times’ online division, Vivian Schiller earned a reputation as a digital-media trailblazer. Now, she’s at the helm of NPR—and the organization is earning accolades for its tech-savvy initiatives.

Coincidence? We think not.

by Ruth E. Dávila

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Photo: Stephen Voss, Š 2009 NPR

it’s not called national public radio anymore, because radio is no longer its sole raison d’être. Rather, today’s NPR is a multimedia powerhouse. On the web, NPR.org boasts a buffet of free video, podcasts, image galleries, and music, and nearly 13 million users are digging into the site’s offerings each month. ¶ Still, NPR’s commitment to traditional reporting isn’t suffering at the hands of these high-tech additions: in 2010, just as other news outlets were cutting in-depth reporting, the organization rolled out a dedicated investigative unit. And, with 17 foreign bureaus and offices around the world, NPR’s international news coverage can hold its own against that of any other US broadcast network. The use of many mediums and a deep editorial bench is helping to keep NPR relevant.

Though other media outlets face shrinking audiences, NPR’s listenership has grown 60 percent in the last 10 years. And audience research suggests NPR users are listening for an average of six hours per week—an eternity in today’s attention-deficit era. ¶

but the woman at its helm—president and CEO Vivian Schiller—

npr stations /

npr's mission /

insists she isn't some kind of tech-savvy savant. She doesn’t speak computer code or spend her nights dreaming up fantastic new digital apps.

And she doesn’t camp outside mega-retailers waiting for the release of the latest gadget. Regardless of her personal habits, though, Schiller is a formidable media executive. More than 20 years in the industry have given her an understanding of the production and marketing aspects of online media. Her knack for harnessing and implementing digital advancements—honed at her last job, where she ran the successful online division of The New York Times—garners her invitations to speak at conferences alongside representatives from Silicon Valley outfits like Google News and LinkedIn. “I have a deep appreciation for the power and potential of digital media because of my experience in digital media,” says Schiller, who first reported for duty at NPR’s Washington, DC, headquarters in January 2009. “But am I the visionary that will come up with the next great thing? No.” And frankly, she doesn’t need to be. As the leader of NPR, her priority is to set the tone and foster forward thinking. It has been a formidable challenge, given the industry’s current climate. When she stepped in as CEO, NPR was facing recent layoffs and an undernourished budget, with two midday programs cut. “I came just in time to ask for furlough days, frozen salaries, and reduced benefits,” Schiller recalls. “Not really the way you want to start your tenure. But we were able, thanks to the sacrifice and smarts of so many people, to get to where we are today.”

Schiller is incredibly modest: she attributes NPR’s recovery to its hard-working staff, and takes credit only for her role in strengthening relations with member stations and making key hires. To advance fundraising, she appointed Ronald Schiller—who had just finished leading a $2 billion campaign for the University of Chicago—as senior vice president of development for NPR and president of the NPR Foundation. She hired Stephen Moss, a former general manager of sales at Microsoft’s msn.com, as the president and CEO of National Public Media, the majority-NPR-owned subsidiary responsible for NPR’s corporate sponsorships. To spur stability and growth, she brought on Debra Delman— former senior vice president and CFO of Discovery Communications, Inc.—as senior vice president of strategic operations and finance.

Once these new heads of revenue-generating divisions were in place— and with Kinsey Wilson, former editor of USATODAY.com, spearheading white-hot digital initiatives—NPR’s vital signs began pointing to a healthy organization. Digital sponsorship is on the upswing with an increase of 62 percent in revenue over the past two years. Schiller says

NPR's network includes 765 independent, dues-paying member stations and about 145 stations that purchase content without membership.

The mission of NPR is to work in partnership with member stations to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures.

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that gifts from wealthy individuals are predicted as a major area of growth. “We have an incredible case to be made for public radio and public broadcasting, and we believe that what we stand for is very compatible with what many philanthropists are about. What we have not done as effectively in the past is making that case.”

Today, Schiller says that NPR is poised to continue “to provide more news and information to more people in more ways.” In late 2009, NPR launched a digital-journalism project funded by the Corporation for Public Broadcasting and the John S. and James L. Knight Foundation, which involved the hiring of qualified journalist bloggers for 12 established NPR stations. Today, NPR is on top of the local trends—it produces programs aired by 765 fully independent, locally operated dues-paying member stations and about 145 stations that purchase content without membership. “Local is so critical to anybody’s media strategy, period. It’s also critical because a lot of local journalism has been lost,” Schiller says.

an unlikely path / Schiller's degree in Russian and Soviet studies led to a job as a translator for TBS—thus launching her media career.

quoted / “Mobile is a godsend for radio. Think about the history of radio on the go. When I was growing up, we had transistor radios, and we would carry them around. [With smartphones], lo and behold, now you can listen to radio on the go again.”

social / NPR boasts 2.5 million Twitter followers and more than 1.2 million Facebook fans.

growth / While many media outlets face shrinking audiences, NPR’s listenership has grown 60% in the last 10 years.

Photo: © 2009 NPR

may/june 2011 | marchmagazineonline.com

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Since Schiller came on board, NPR has made strides—such as launching the blogging project, which aims to help “member stations remain as strong, relevant, and indispensable as possible in their community.”

Schiller is protective of the NPR brand, and with good reason. It’s the largest producer and distributor of public radio in the country— entwined so much with the identity of national radio that it is often mistaken as being run, or owned, by the federal government. While NPR receives only two percent of its budget from competitive grants sought through the Corporation for Public Broadcasting and other federally funded entities, member stations receive about 10 percent of federal funds that are allocated specifically for public broadcasting. Station-programming fees form the largest source of its operating budget.

Schiller speaks often about journalistic integrity and the quest for fair, balanced reporting. At her core, she’s a journalist. She was raised in a household of news junkies. Her father was a reporter, and his long career in newspapers and magazines was capstoned with two decades at Reader’s Digest. Her family regularly read The New York Times and the local daily of Larchmont, New York, where she was raised. At suppertime, they would gather around a television set to watch the 6 o’clock news.

“Journalists have an incredible, insatiable curiosity about everything—not just one thing, but everything,” she says. “It took me years to realize that my curiosity would lead me naturally to journalism.”

After earning a bachelor’s degree in Russian and Soviet studies, Schiller found work as a tour guide leading Americans on visits to the former Soviet Union. Looking back, she says the experience was boot camp for her role as a business leader. “I learned a lot about managing people,” she says, “dealing with everything from crisis management to being stuck in the airport—with all the flights canceled and all the hotels booked—with 82 American tourists, some of them quite elderly, and thinking: what are we going to do?” Along with sharpening her problem-solving skills, the job resulted in a total loss of inhibition regarding public speaking.

After college, Schiller’s expertise in Russian landed her a job as a production assistant for Turner Broadcasting System (TBS) in Atlanta, a role she calls “the lowliest of the low.” The company’s founder, Ted Turner, had just launched the Goodwill Games in Moscow, an athletic competition designed to ease US-Soviet tensions. (“Ted Turner had decided he would single-handedly end the Cold War,” Schiller quips.)

She was hired to interpret for Turner’s corporate higher-ups interested in working with the Soviet Union. “Even as a flunky, I was there to be the voice and the ears for these high-level executives,” she says.

Schiller quickly moved up at TBS by soaking up knowledge from the executives and “volunteering for everything.” Eventually she migrated to CNN, the first all-news network, where she spent most of her time producing documentaries. By the end of it, she was senior vice president of CNN Productions, heading long-form programming. She oversaw award-winning productions such as Beneath the Veil, about the lives of Afghani women under Taliban rule.

Next up was a four-year stint as senior vice president and general manager of the Discovery Times Channel, during which time the network tripled its distribution. After that, Schiller was recruited to the New York Times Company as senior vice president to supervise, among other aspects, the operations of NYTimes.com, the largest newspaper website on the Internet.

When Janet Robinson, CEO of The New York Times, invited her to sign on, Schiller confessed to her future boss that she wasn’t a digital expert.

She still remembers Robinson's response: “I know,” she told Schiller, “but you’ll figure it out. I’m hiring you because you have experience as a leader and a manager.” Schiller took the job and, in just two-and-a-half years, learned a lot, including the ‘test and learn’ concept.

“In digital, it’s inexpensive and fairly low-risk to just try things live,”

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NPR / The Last Three Years Under Schiller’s leadership, NPR has spent the last three years beefing up its web- and application-based offerings.

Here’s a peek at some of the high notes.

2008 / NPR is the first major media organization to establish an open Application Programming Interface (API), which allows a wider audience to source content free of charge.

2009 / After a redesign of NPR.org, the website receives

nearly 13 million visitors each month. The new site boasts of enhanced visual elements (photos, videos, graphics) and a popular new blog, The Two-Way. NPR also debuts the first NPR News iPhone app.

2010 / In June, NPR launches the NPR Music app for iPhone and iPod touch. NPR debuts a new version of its news app for the iPad, which offers a unique simultaneous reading-and-listening experience and access to more than 1,000 stations. The organization also rolls out an app for the Android operating system, which draws 7 million page views per month.

01 02 03 01

02

NPR News for iPhone NPR Music for iPhone NPR for iPad

03

quoted / “I came just in time to ask for furlough days, frozen salaries, and reduced benefits. Not really the way you want to start your tenure.

But we were able, thanks to the sacrifice and smarts of so many people, to get to where we are today.”

she says. This quickens the pace of piloting and failure, before the stakes get too high. Her high note at the Times was integrating the newsroom by congregating journalists and software engineers in the same space (a setup she has carried over to NPR). She says this revolutionized electronic news delivery. Engineers now work more effectively beside reporters to envision the multimedia application of their stories.

Over the course of her media career, Schiller says she has also learned much about the power of story. “Storytelling can help drive information, but it also drives enlightenment, understanding, and reactions—not just of the mind, but of the heart, to any given situation,” she says. “This is the real secret of NPR.” These days, most media outlets are arranging a marriage with what has been projected as the end-all, be-all portal for information and entertainment: the smartphone. It’s the perfect channel for NPR, Schiller says. “Mobile is a godsend for radio. Think about the history of radio on the go. When I was growing up, we had transistor radios, and we would carry them around, listening to radio stations,” she says. Enter the iPhone and, “lo and behold, now you can listen to radio on the go again."

Schiller is content with her role at NPR, and says she’s confident that the organization will adapt to whatever the future holds. There is one frontier she vows that NPR will never explore, though, and that’s charging end users. “We are journalists in the public interest,” she says. “Part of that is providing content for free—as long as it’s journalistically sound.”

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the entrepreneurs

A Healthful Balance As a CEO and mother of four, Katherine Dietzen champions workplace flexibility

It all started with Katherine Dietzen’s own craving for workplace flexibility. She longed to own her own company, so she could better balance a professional life with growing family responsibilities. In pursuit of this equilibrium, she resigned from her job at a small medical-education firm to launch MedEdNow, a New York City-based full-service medical-education company that creates and implements programs for healthcare providers in hospitals and private practices. The firm also organizes and promotes advisory boards, speaker-training programs, and Webeducation programs.

Business that first year was tough, and Dietzen had no help or income to speak of. “I

With the help of two managing directors, Joanne Jablonski and Jeanne Martel, Dietzen now oversees the two separate divisions: HealthmattersCME, which creates CMEaccredited programs, and MedEdNow LLC, which partners with pharmaceutical companies to create innovative and effective marketing programs. Today, MedEdNow earns $9 million in gross revenue annually, and the staff has swelled to 26 employees, including the two managing directors who have been with Dietzen since she purchased Healthmatters Communications.

Dietzen hasn’t forgotten her commitment to balance: she allows her employees the opportunity to have flexible work schedules. Flex time makes it easier for staffers to raise children,

“Why not hire dedicated people that want a career, and give them the freedom to have a personal life?” katherine dietzen, president

started with one employee, then two, three, four—it was a slow uptake,” she says. But as her client-base grew, so did her desire to expand. In 2006, Dietzen purchased Healthmatters Communications, LLC, a full-service medical-education company also located in New York City.

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&

ceo

further their educations, or participate in recreational and cultural activities that contribute to a better quality of life and a renewed dedication to their work at MedEdNow. “Why not hire dedicated people that want a career, and give them the freedom to have a personal life?” Dietzen says. “We all have lives.

Everyone’s got things they need to do and

porta

n R. Kramer

medica

l communications recruiter Strategy for Success

managing remote workers ) 499-0056 7) 661-7568 8) 369-9488 portamedica.com rtamedica.com

With the aim of building a staff of well-balanced employees, Katherine Dietzen, president and CEO, allows MedEdNow employees to opt for a flexible schedule. MARCH asked her to share tips for keeping workers on task when they're off-site.

Challenge: Several of Dietzen's employees choose to work from home, which calls for constant communication with those who work at the office.

Strategy: As a replacement for face-to-face meetings, MedEdNow has established an 800-number that facilitates team conference calls, client briefings, and general collaboration. Remote access to the server via a virtual private network (VPN) allows employees to access and edit the same documents, even when they're in different locations. “We also encourage remote managers to come in to the office at least twice a month,” she says.

Congratulations to Katherine Dietzen on her success!

She is a dedicated business woman with the vision to persevere during challenging times.

family to take care of. I had a vision of the kind of company where you can have a flexible schedule and watch your family grow up. I couldn’t find a place like that, so I created one.”

When they’re on the clock, staffers are busy overseeing disease-state education and treatment education. As new treatment options become available, MedEdNow creates and implements educational programs pertaining to issues that affect patients in treatment for cervical dystonia, enzyme-replacement therapy, hematology/oncology, Hepatitis B and C, hepatorenal syndrome, HIV/AIDS, pain management, and psoriasis.

In late November 2010, one of MedEdNow's clients (Gilead Sciences, a San Francisco, California-based biopharmaceutical firm) announced a breakthrough in HIV/ AIDS treatment: a pill that can be used to help prevent the spread of the infection.

From a community standpoint, the pill will have a huge impact, Dietzen says, because, although HIV/AIDS treatment has advanced since the 1980s, awareness and prevention

n R. Kramer

continue to be a challenge, especially when reaching out to younger generations. “[Teenagers] now, they don’t understand what HIV/AIDS was like back then,” Dietzen says. “They don’t have the perception of all that loss and heartache and the suffering people went through 30 years ago. It’s come a long way.”

Dietzen’s career in medical education and marketing has come a long way, too. Born and raised in Huntsville, Alabama, she earned a bachelor’s degree in business marketing from Stephens College in Columbia, Missouri, and an MBA in marketing at Southern Methodist University in Dallas. Now that she’s a president and CEO, she wants to help her staff members grow and enjoy their work, which ultimately provides better healthcare for patients.

“It’s important to set people up, get them the resources they need, and help them grow,” Dietzen says. “Never hold people back. We had a huge presentation that we assigned to five people who never presented before—because I believe in them.” —Sally Deering

l communications recruiter

) 499-0056 7) 661-7568

may/june 2011 | marchmagazineonline.com

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Katherine has also

porta

created a welcoming work environment

that has attracted a diverse group of bright, talented employees.

medica

Kristin R. Kramer Medical Communications Recruiter Tel: (718) 499-0056 kristin@portamedica.com www.linkedin.com/in/portamedica

www.portamedica.com

the entrepreneurs

Supplying the 9 to 5 Jennifer Smith joined the family office-supply business, sent it skyrocketing—and then launched a successful firm of her own

Jennifer Smith, founder, CEO, and president of Innovative Office Solutions (IOS), has long harbored entrepreneurial ambitions.

“After working at IBM, my father started Town and Country, his own office-supplies company,” she says. “I grew up with his entrepreneurial influence.”

Smith enjoyed helping her dad around his store. It’s no surprise, then, that after her father sold the business, Smith bought it back—and quickly grew the firm’s annual revenues from $1 million to $12 million. She ran Town and Country from 1994 to 1997, then sold it to a larger retail chain.

Smith’s entrepreneurial days were just beginning. In 2001, she founded IOS, a full-service dealer of, among other things, office goods, office furniture, and maintenance supplies.

“Our whole underlying mission and vision is [based on the idea] that relationships matter,” Smith says. She has worked hard to establish her firm’s commitment to building, strengthening, and championing positive and trusting relationships with vendors, customers, and employees alike—and her dedication has paid

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“Nine times out of ten, the employee makes the same decision as a senior manager would have in the same circumstance.” jennifer smith, founder, ceo

&

president

iOS | Core Services

off in the form of awards. Among other honors, IOS has, for the past three years, made Inc. magazine’s Inc. 5000 list—which ranks the 5,000 fastest-growing companies in America.

Another key aspect of Smith’s business philosophy? If a customer has a problem, she empowers employees to make on-the-spot decisions about how to best resolve the issue.

That way, customers get answers and satisfaction immediately, without stewing over a delay.

“Nine times out of ten, the employee makes the same decision as a senior manager would have in the same circumstance,” Smith says. “We talk about the decisions after the fact, and learn from the outcome.”

Employees seem to thrive under Smith’s leadership. Twenty-two IOS employees had previously worked for Smith at Town and Country. Of those 22 employees, 17 still are still on staff at IOS.

“We treat our people and our vendors with respect. It’s part of our brand and our culture,” Smith says. “The integrity of the company is built around our reputation.”

The company is a certified Women’s Business Enterprise (WBE), and it has won contracts to provide office supplies to the state of Minnesota and major sports teams, including the Minnesota Vikings football team, Minnesota Wild hockey club, Twins baseball team, and Saints minor-league baseball team. The firm gives back to the community by supporting the Vikings' Children's Fund, among other charities, and encourages employees to participate in activities at a local shelter for battered women and their children.

“It is so much fun to be in business,” Smith says. “The people here are wonderful, and we try to make it fun to come into work every day.”

—Sandra GuY

A Message from 3M A recognized leader in research and development, 3M produces thousands of innovative products for dozens of diverse markets. 3M’s core strength is applying its more than 40 distinct technology platforms – often in combination – to a wide array of customer needs. With $23 billion in sales, 3M employs 75,000 people worldwide and has operations in more than 65 countries. For more information, visit www.3m.com.

SERVICE: Office-supplies sales WHY IT'S COOL: IOS is a distributor of office supplies and office-maintenance supplies. One of its particularly noteworthy products is the Ionator cleaner.

The Ionator, which resembles a bottle of window cleaner, infuses water with a low-level electrical charge to ensure that it kills bacteria where the water is sprayed. The cleaner uses no chemicals, and comes with a charger to maintain the ionic charge.

SERVICE: Managed print services WHY IT'S COOL: To prevent paper waste, the company installs free software that monitors customers’ paperprinting patterns. If printing is high, IOS may suggest solutions, such as storing paperwork in e-document formats to minimize the need for printing.

SERVICE: Purchase advising WHY IT'S COOL: In partnership with wholesale vendors, IOS advises its customers on how to consolidate the purchasing of office products to save transportation costs and to use more green office products. For example, by buying coffee, stir sticks, paper plates, toilet paper, and cleaning supplies from one location rather than from a variety of suppliers, firms can reduce the amount of trucks that transport the products, and save money with bulk purchasing.

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the entrepreneurs

Healthcare, Reimagined When Shelly and J.D. Sun couldn’t find the healthcare options they craved, they created their own customizable healthcare-staffing system

Often, the most successful business ventures stem from a personal experience. That was the case for Shelly Sun. When Shelly and her husband, J.D., searched for suitable homecare for his aging grandmother, they were disappointed with their options.

“There didn’t seem to be a company that offered all the services you might need,” Sun recalls, “like companionship for when Grandpa wasn’t there, as well as personal and medical care.” Shelly and J.D. had identified a need— which grew into an idea for a customized healthcare-staffing business.

This was in late 2001, back when Shelly was a certified public accountant—a “traditional corporate employee,” as she describes. J.D. was a bit more naturally entrepreneurial; he had helped to open and run multiple hotels and restaurants, and had worked as an independent trader. “It was difficult to take on the entrepreneurial risk and start a business together,” says Shelly, now the CEO of BrightStar Care, “but we are so aligned in our values and work ethics, and we do such different things. I’m on the

In 2006, Shelly was voted as the Entrepreneur of the Year by the National Association of Women Business Owners. In 2010, Shelley picked up another Entrepreneur of the Year award from the International Franchise Association.

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financial and operations side, while J.D. oversees sales and franchise development.”

It seemed like a natural fit—but still, Shelly was apprehensive. “I never envisioned myself as an entrepreneur,” she continues. “I had a successful 14-year corporate career, and I was nervous about [taking this risk].”

Eventually, they decided to take the plunge.

Equipped with financial savvy and a drive sparked by their own healthcare search, the Suns launched BrightStar Care in October 2002. The company, which now has 180 locations across the country, provides full-coverage homecare for adults and the elderly: its caregivers provide a range of services, including companionship, medical assistance, and personalcare services, like bathing. BrightStar also provides childcare and staffing for hospitals, nursing homes, and other medical facilities.

“Our business focuses on providing in-home care for people of all ages, as well as hiring and retaining great caregivers,” Shelley says. “We offer caregivers a multitude of work settings, and help them find ways to keep their skills current and make a living.”

“At first, I was worried about how we would attract a labor supply,” she says. “There are scary statistics [that point to] an increase in the over-65 population in the next 25 years.”

Shelly worried BrightStar would be unable to build a staff large enough to handle the demands of the expanding population—but the firm is currently meeting its clients' needs with a network of 4,000 caregivers.

In some ways, Shelly suspects that she and J.D.’s lack of experience in the health field actually ended up being an advantage for BrightStar.

“We came at it from a consumer’s perspective,

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which was beneficial in terms of the design of our business model,” she says, remembering the rigorous research process that preceded BrightStar’s beginning. “We talked to referral services at hospitals, nursing homes, and people in the community—[to find out] what they weren’t getting from other agencies.”

The healthcare model has grown far beyond its Gurnee, Illinois, birthplace. The first of 180 franchise locations sprouted in Pittsburgh, Pennsylvania—“we said we’d go anywhere as long as the candidates met our criteria,” says Shelly. Now, Shelly and J.D. are looking to the

global market. The company signed a location in Canada, which opened in early 2011. They have identified 28 countries in which they'd like to open franchise locations, and they plan to be as aggressive as possible during the expansion process.

“I think a lot of entrepreneurs come from customer service or business development, so they may not have a handle on a lot of financial details,” Shelly says. “Having a commitment to our consumers’ needs and that command of numbers has been very beneficial, and has helped BrightStar be successful.” —Annie Monjar

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steppng up Williams never planned to become CEO of Roxbury Technology.

She stepped into the role when her father, Roxbury's founder Archie Williams, suddenly passed away.

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Photo: Bryce Vickmark for MARCH

the producers

Green Ink. Beth Williams, CEO of Roxbury Technology, oversees the recycling and remanufacturing of used printer cartridges

F

or Beth Williams, last November and December were busy months—and not just because of the holiday season. In addition to the daily duties involved with running Roxbury Technology, her sustainable printer-cartridge manufacturing company, Williams also relocated her Boston factory, closed on a house, and received a Shining Star award from the Women's Business Enterprise National Council (WBENC).

Today, she is thriving—though she says that she never expected to be at the helm of a toner company. She stepped in as CEO of Roxbury in 2002 after her father, Roxbury founder Archie Williams, suddenly passed away.

Williams, a single mother with a 16-year-old son, admits that at the outset, the responsibilities of her new role seemed overwhelming. “I didn’t know anything about toner. Before I took over Roxbury, my printer would say ‘low toner,’ and I would call the help desk,” she laughs.

“There was no real succession plan, so I had to do a lot of studying.”

Her father founded Roxbury in 1994 as a remanufactured toner-cartridge distributor.

When Williams first took over, she says entre-

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the producers

Congratulations to our client Beth Williams and

reduce, reuse About 350 million used printer cartridges end up in landfills each year; Roxbury has collected more than 50,000 of them to recycle and remanufacture. Employees assemble the eco-friendy products at the firm's manufcturing facility in Boston, MA (left, above).

Roxbury Technology, Inc. We're Proud to be a part of your growth.

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Your accomplishments are as extraordinary as our relationship. Please accept this little bouqet of appreciation and our best wishes for the future.

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preneurship felt like “a totally different world."

Although Roxbury’s business now appears to be on the upswing, she admits she initially inherited a struggling firm. “I took over a company that was losing, and I didn’t know anything about it. And I was in the grieving process,” Williams says. She rose to the challenge and worked hard to amp up sales. “In the beginning, I was constantly traveling on sales calls,” she remembers.

The extra work has paid off: she’s opened a manufacturing plant in Boston, employed more than 60 people, made $16 million in revenue last year alone, and continued a distribution partnership with Staples that was established by her father. She also remains committed to the sustainable practice of remanufacturing recycled cartridges. “Instead of throwing a half-empty cartridge in a landfill, let’s recycle,” she says.

Managing a US-based manufacturing facility in today’s economy may seem like a dead end, but Williams observes a silver lining in the downturn—an increase in qualified employees.

“Because of the economy, you’re able to scoop people up that you wouldn’t [have been] able to touch before,” Williams says. She’s hoping this windfall will aid in her current search for a general manager. “[As a CEO], until you have the right leadership team, you’re really involved in the daily operations,"

she explained. "I should be looking into the future.”

Williams prides Roxbury on being what she refers to as a “triple threat.” Not only does the company provide recycled ink and toner cartridges and American manufacturing jobs, it also contributes to national workforce diversity. Williams believes awards recognizing Roxbury as an influential woman- and minorityowned company distinguish it from other successful businesses in the industry. However, for Williams, diversity is about more than race and gender.

“Diversity is just about differences,” she says.

“Everyone has [different] gifts and ideas.”

Looking to the future, Williams says she’d like to shift her focus from the details of Roxbury’s daily operations to the shaping of the firm’s overall vision and direction. Part of that vision is already clear: Williams insists on keeping her manufacturing employment in the United States, and she's particularly loyal to the city of Boston. She acknowledges that boasting American-made and sustainable products allows Roxbury to globally compete, and she’s involved in a “Buy Massachusetts” campaign advocating investment in state and local commerce.

“I want to manufacture in America. That’s the long and short of it,” she says. —Cassady Sharp

Warwick, Rhode Island 02886 - Tel. 401-921-2000 www.disantopriest.com

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Photos: Bryce Vickmark for March.

LLC

enterprising minds

Pay It

Ruth Menter wanted to celebrate her company’s 30th anniversary with gusto, so she launched the Thousand Hours Project. The initiative—part marketing effort, part community-service project—has Blytheco, LLC, Menter’s Atlanta-based technology-solutions company, donating 1,000 hours of service to clients in order to increase the firm’s visibility and raise $100,000 for charities.

forward Here’s how it works: interested candidates apply by submitting a summary of a tech-related problem—for example, a need to reduce redundant data entry. Blytheco staffers sift through all of the applications and choose 50 clients to receive free assistance for up to eight hours. Five applicants get even luckier, receiving 40 hours of free assistance from the Blytheco team.

In return, all clients must agree to recommend Blytheco to a customer, vendor, or colleague. The referred firms also receive eight hours of free consulting time. There’s one caveat: all Thousand Hours Project participants must agree to donate a nominal amount to a charity pre-approved by Blytheco; options include the Make-A-Wish Foundation and The American Cancer Society Relay for Life.

Although Blytheco, LLC is in its infancy (it was founded in 2007), Menter has long been an innovative businesswoman.

In 1990, her first company, Macdonald Consulting Group, was one of the first value-added resellers in the Atlanta area to provide accounting software to small and mid-sized businesses. (Value-added resellers buy a manufacturer's product, add extra benefits, and then resell.) In 2007, Macdonald Consulting Group, a top Sage Software reseller, merged with Bly-

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theco, Inc., a then-Laguna Hills, California-based firm, to form the current incarnation of Blytheco, LLC. Since then, the company has merged and acquired other value-added resellers to create a far-reaching organization that services both nationwide clients and local small businesses.

Menter is passionate about marketing, and she hopes to continue to expand Blytheco’s reach. The firm uses every WINNING TEAM Ruth Menter (left) poses with Leslie Oleynik, accounting manager with Metropoliopportunity to measure itself against tan Regional Information Services (MRIS), a Blytheco client. In 2009, MRIS won a Best Use of Cusindustry standards in areas such as contomization award from Sage Software. The award recognizes a Sage customer who has configured version, client retention, website hits the firm's software to solve a specific business objective. and returns, and software-renewal rates. And, of course, it also places a premium on customer service.

“During the past year, we inaugurated a new client-loyalty initiative,” Menter says. “This is a company-wide endeavor According to the Giving USA Foundation's The Annual Report on Phi[that aims] to focus on factors that contribute to client loylanthropy for the Year 2009, overall giving fell by 3.6 percent in 2009, alty.” The program calls for the consistent use of client surbut corporate giving is on the upswing (it's up 5.5 percent since 2008). veys and provides multiple opportunities for clients to give Blytheco's Thousand Hours Project is right in time with the trend: the feedback. Menter says the initiative has helped to refine Blyinitiative encourages other corporations to donate to charities like the theco’s procedures—which resulted in more effective cusMake-A-Wish Foundation and The American Cancer Society. Still, as tomer service and more client referrals. The Thousand this chart shows, individuals are still the dominant source for charitable Hours Project is the latest facet of the client-loyalty initiacontributions in the United States. tive. Since rolling out these customer-focused marketing programs, the firm has seen a 12-percent growth in top-line Contributors revenue. The company is planning for an additional 20-per($ in billions) cent growth spurt in 2011.

Corporations $14.1 Menter has also been working to localize her company’s Foundations $38.44 marketing efforts. As demonstrated by the tagline, “National $307.75 Presence, Local Touch,” Blytheco is focused on the markets billion Bequests $23.8 that surround its 10 physical locations. “With our highest sale-close ratio from referral-source prospects, we are focusIndividuals $227.41 ing marketing efforts not just on the national organization, but also on our targeted geographic areas [where we] reach Recipients ($ in billions) out with consistent communications [that have] local flavor,” Religion $227.41 she says.

Education $40.01 Menter has many more marketing initiatives up her Human Services $27.08 sleeve, and some big goals for both Blytheco and herself. In Foundation Grants the next few years, she aims to continue to diversify the firm’s to Individuals $40.01 portfolio of products, and to expand its core offerings beyond Health $22.46 $307.75 the software it currently sells.

Gifts to Foundations $31.0 billion “We will continue to refine our service delivery methodUnallocated $28.59 ologies,” Menter says. “We also plan to invest in our employPublic Society Benefit $22.7 Arts, Culture & Humanities $12.34 ees, and to help them rise to new levels of knowledge and Environment & Animals $6.15 professional-service delivery.” —Thalia A-M Bruehl

On the Rise: Corporate Donations

International Affairs $8.89

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enterprising minds

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Enterforce owner Marie O’Brien likes to keep her employees happy, so she encourages staffers to strike a self-advocated balance between work and play. “At 3 a.m., I’ll get a business plan and think, ‘What are you doing?”’ O’Brien says, laughing about her worker's around-the-clock enthusiasm.

As a result, O'Brien's Waukesha, Wisconsin-based consulting firm has an enviable company culture. “I’ve had mentors share what they regret the most—not spending enough time with family or realizing that their

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staff needs [more flex time],” O’Brien says.

“The minute you don’t impose a schedule, [employees] impose it on themselves. They meet goals and objectives and figure out how to take a vacation.”

O’Brien has a knack for keeping critics and clients happy, too. Enterforce has netted awards from Entrepreneur magazine, CNN, and the Women’s Business Development Center.

And since the firm’s inception in 2001, O'Brien has given clients what she calls the “Enterforce Advantage,” which comes from an unbiased

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focus on its managed-services program. Most other companies who provide managed-services programs also provide staffing services— an overlap that O’Brien sees as a conflict of interest.

“It's like the fox guarding the hen house,” she says. That’s why O’Brien’s vendor-neutral consulting firm focuses only on the management of its client’s contingent labor force (think consultants, temporary workers, and independent contractors). “Human-resource laws have changed dramatically from the '70s to today, so we assist our clients to make sure they are compliant," she says. When it's necessary, Enterforce also helps to realign client's internal workforce-management processes.

Enterforce remained steadfast during the economic recession—which is an extraordinary triumph, especially because the staffing industry lost 1.14 million jobs, or 37 percent of

its workforce, according to the American Staffing Association (ASA). “Every recession sees a dip in the staffing industry, but this tripled any precedent,” O’Brien says.

Historically, trends in contingent labor can indicate economic trends—both O’Brien and the ASA describe the corresponding relationship as an “ebb and flow.” An increase in temporary labor, particularly, can mark the end of a recession. For example, after World War II, the national workforce experienced a significant increase in contingent workers. Based on predictions by international labor-law firm Littler Mendelson, the national contingent workforce grew to more than 30 percent of the entire workforce by the end of 2010—a sure sign that the economy is again becoming healthy.

O’Brien says that before hiring Enterforce, several of the firm’s clients were unaware of how many contingent workers they used, how

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they were used, or how much they were paid.

With the growing employment of contingent laborers, clients are increasingly relying on Enterforce to increase the transparency of their workforce. A report last year by research firm Staffing Industry Analysts found that the percentage of companies using managed-services programs jumped from 34 percent in 2007 to 63 percent in 2009. Staffing Industry Analysts predicts this rate will climb to 81 percent in 2011.

O’Brien’s friendly Midwestern accent, coupled with her cheery self-confidence, recalls the overachieving girl in high school you couldn’t help but trust and admire. Her affable nature has doubtlessly made her attractive to potential clients, and positive feedback from customers assures her that her young firm is already a success. "We've become a strategic partner for our clients," she says. "We are looking out for their best interest, not to pad our pockets with staffing projects." —Cassady Sharp

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enterprising minds

Nicole Geller is helping the government to distribute billions of stimulus dollars in a streamlined, orderly fashion

In 2009, the federal government passed the American Recovery and Reinvestment Act (ARRA), a multi-billion dollar stimulus. Nicole Geller and her company, Government Contract Solutions (GCS), were charged with helping the USDA Forest Service and the State of Virginia with distributing and managing $1.4 billion of those funds.

It’s a daunting task, to be sure, but Geller and her firm specialize in taking these logistical and bureaucratic projects and managing them in a smooth, solution-oriented manner. GCS provides contract support, program management, performance consulting, and acquisition lifestyle management (i.e., the purchase of new technology, infrastructure, or program development) to the federal government, and to government contractors.

In 1995, long before she was responsible for overseeing the distribution of millions of federal dollars, Geller launched GCS from the comfort of her dining-room table.

“I always wanted to be an entrepreneur, but didn’t know what form it would take,” she says.

“I sat down with [a mentor],” she remembers, “a retired executive who understood the logistics of launching a business." To put her entrepreneurial dreams in motion, Geller and her

humble beginnings Geller launched GCS from her dining-room table. Today, the firm is a $19.5-million business.

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McGladrey ad for March Magazine FINAL.pdf 12/07/2010 2:20:00 PM

enterprising minds

Lots of advisors suit up, show up and keep up.

But how many know when to speak up?

The 2009 stimulus at work: GCS' growth In 1995, Geller launched GCS from the comfort of her own home. Since then, it has grown quite a bit. From 2008 to 2009, the firm's earnings jumped from $8.5 million to $14 million.

The revenue spike was due largely to the 2009 American Recovery and Reinvestment Act: GCS was hired to manage and distribute some of those stimulus funds. $20 $19.5

stimulus passes $15 $14 $10 $7.20

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$2.75

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2001

2002

2003

$4.00 2004

mentor made a plan of action each week, and reviewed each step of the plan after it had been completed.

Geller says that regularly and consistently evaluating her goals for GCS was key in establishing its foundation. “That’s how I was able to get GCS launched: at the dining-room table, with my baby and dog sitting nearby, crystallizing my vision and making sure my plans were exactly in alignment with what I wanted,” she says. “Sometimes, you’ve got to just do it.”

When she started GCS, Geller had a BS in economics, followed by 10 years of experience working in government contracting with Planning Research Company, which is now known as Booth, Allen, & Hamilton.

“I had done a lot of networking, and had a great reputation,” she recalls. “Putting people together and solving issues was my forte. I was always trying to be theoretical about understanding what people are trying to achieve.”

At first, GCS was geared only toward government-contracting companies, like Lockheed Martin and Deloitte. Geller’s first project was for a large government contractor that had just been awarded a new federal-service program; problem was, the contractor was working with thirty different companies as part of the program and had no way to manage all the players.

“They brought us in to set up agreements and manage the program,” Geller says, “as a result, the government got a seamless integrated-service program that ended up being very successful. We took an extremely complicated project, and made it simplistic.”

After a while, Geller hired her first employee; thus began GCS’s expansion. During its first year of business, the firm grew to include sev-

© 2010 RSM McGladrey, Inc. All Rights Reserved.

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$8.50

$5.30

2005

2007

2008

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2010

eral more new employees, and brought in $1 million in revenue. Over the next few years, revenue increased to $4 million, but Geller still thought of the company as a “lifestyle company”—profitable, but with plenty of room for expansion.

“In 2002, I decided that it was time for us to grow,” she says. “We got a vehicle to sell to the federal government called a GFS schedule, a pre-negotiated set of terms and conditions that allows for the government to easily buy services from us.”

This was a major milestone for GCS. Geller had to learn entirely new ways of selling the firm’s services, and hired new staff. “It was almost like creating a new company,” she says.

Since then, GCS’s success has skyrocketed.

Today, the company has 250 employees, provides acquisition and program-management services to more than 20 agencies across the country, processes more than 20,000 contract actions per year, and assists the government in administering and distributing more than $10 billion in these actions per year. In addition, it placed on American Express OPEN’s list of 50 Fastest Growing WomenLed Companies.

Despite the grim economy, GCS is now moving into the middle market bracket (companies with $30 million to $300 million in annual revenue), a progression Geller credits with the company’s expertise and dedication: “We have a team of highly engaged experts who love this field,” she says, “the team believes in what we do, and is always thinking about the impact of our actions on organizations and stakeholders. That’s something you just can’t fake.” —Annie Monjar

enterprising minds

the

Queen of

Silicon Valley Selina Lo led a string of successful tech firms during the dot-com era—and now, she’s at it again as president and CEO of Ruckus Wireless

Selina Lo knows how to build a successful tech startup—probably because she’s spent almost three decades honing her high-tech skills. Back in 1982, Lo took computer-science classes and worked part-time computerizing the records of a real-estate company in Oakland, California. Essentially, Lo and another college student created the firm’s entire IT department. “It was an opportunity to jumpstart the department out of nothing,” she says.

“That gave me a good taste of what it’s like to be on the IT manager’s side. Even today, [that experience is] still very useful.”

Lo longed to apply her experience in a larger environment—which led her to Hewlett-Packard (HP) and Silicon Valley in 1985. At HP, Lo worked as an engineer supporting the thenrevolutionary TCP/IP—the Internet’s commu-

Photo: Robert Houser

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enterprising minds

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nications protocol. The job led to opportunities to work directly with customers and train field people on how to sell networking products. Lo says she’s glad the role allowed her to transition from tech to marketing-and-sales, and she also enjoyed the opportunity to travel throughout Asia to introduce computer and networking business solutions. Eventually, though, she decided to move on.

“In a company of 80,000, it was hard to see the impact of your work,” she says. “You are a tiny fish in a really big pond. When you flick your tail, you don’t even cause a ripple.”

Lo left HP for Network Equipment Technologies (NET), where her experience in TCP/IP enabled her to integrate Cisco Systems’ switching technology into NET’s circuit switch. Once again, a new world opened up: the world of telephone, telecommunications, and the demands of telecom carriers. Lo was also influenced by a group of fanatically committed academics working to make Cisco the networking leader and a Fortune 500 company.

After Lo left NET in 1993, she joined five other partners to launch her first entrepreneurial venture—Centillion Networks. Lo named the firm after the largest number in the dictionary, and took the role of vice president of marketing. The company helped businesses transition to the Ethernet networking standard from their token-ring architecture, which was controlled by IBM. Eventually, the founders sold Centillion to Synoptics, which merged with Wellesley to form Bay Networks. Next, Lo launched ALteon Web Systems—a server-farm switch and Internet traffic load-balancing provider—which sold, five years later, just before the dot-com bust, to Nortel Networks for $7.8 billion.

Lo left Nortel in 2002, and enjoyed a brief retirement that included plenty of TV—which she rarely watched while working. She became frustrated, though, with the inability to receive a clear signal in her fourth-floor condo. When she invested in a satellite dish, the installer knocked a hole in her ceiling to run an unsightly cable. “As a consumer, I [realized I] would pay a lot to get rid of that cable,” she says.

That’s when Lo discovered what was then called Video 54, a startup credited with creating “Smart Wi-Fi,” which essentially enables users to, among other things, make calls and watch video over high-speed Wi-Fi networks. After Lo invested in the startup, she took the advice of the vice president of marketing to change the name from its geeky origins—54 MBPS represented the speed of Wi-Fi at that time—to a more consumer-friendly moniker. Lo chose a name that represented the firm’s irreverent, loud, fun-loving and activity-filled company

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culture—and Ruckus Wireless was born.

Under Lo’s leadership (she’s now president and CEO), Ruckus has become a $55-million yearly revenue-generating firm that dominates its market, providing optimal Wi-Fi connectivity to mid-sized enterprises, IP-TV service providers, and telecommunications carriers.

Lo has brought together all of her experiences in recognizing that Ruckus wouldn’t grow by sticking with a single, low-margin business such as IP-TV despite dominating the market, and putting a high priority on communicating with employees, both domestic and overseas, about the company’s finances and direction.

“Employees want to be part of building a company,” Lo says. “To let them have that experience, you have to share your strategy along the way.” —Sandra Guy

Women in Tech women are much less likely then men to forge a career in the tech industry: for example, in 2009, less than 25% of computer programers were female. This graph illustrates the percentage of women who've held an assortment of computer-related jobs over the last decade­. It also shows that as a female CEO in the tech industry, Lo is a bit of an anomaly.

50% Database adminstrators 45% Computer & information systems managers

40%

Computer scientists & systems analysts

35%

30%

25%

20% Computer programmers 15%

10% Network & computer systems administrators

5%

Software engineers

Hardware engineers

0 '00 '01

'02

'03

'04 '05

'06

'07

'08

'09

Source: Bureau of Labor Statistics

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giving back safe delivery Catapult Design created clean-delivery birth kits, which are distributed in select regions of India, where women frequently deliver babies in unsanitary conditions. Scalpels are an important part of the kit.

Products With PurposE Engineer Heather Fleming founded a nonprofit product-design firm to help third-world populations gain access to life’s basic needs

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W

hile working part-time as a sustainability engineer, Heather Fleming witnessed the dire poverty of many nations and communities—and she became determined to help. In 2005, she cofounded Catapult Design, a nonprofit that “provides engineering and implementation support to the thousands of organizations in need of technologies or products capable of igniting social change.” In a short matter of time, the firm has successfully engineered an array of practical, reliable, and low-cost technologies for developing nations, such as wind turbines and clean-delivery birth kits.

For its first two years, the firm tackled volunteer projects through Engineers Without Borders. Fleming decided to transition into a fulltime operation, though, because she says her team was “dedicated to their work but not able to implement it” as volunteers. Today, the firm’s structure loosely models the structure of

other non-profits that it has worked for in the past, and Fleming and her team allow themselves complete oversight in every aspect of product design.

Fleming didn’t delve into the academic study of sustainable design and development until she attended Stanford University, but her interest in environmentalism took root while she was growing up on Navajo reservations.

From that vantage point, Fleming says she saw how American culture could cripple and neglect the environment. “What if everyone around the world had the same standards as the US or Europe? We would have run out of resources and have overpopulation,” she says.

“It’s now about renewable energy, education, and empowerment for all.”

Fleming believes that these technologies can have a great impact on underdeveloped countries. ”They are developing now, [so they can] avoid the aging technology structures,” she says. Developing countries can also sidestep outdated water lines, centralized power

“You can install a well, but if it breaks five years later, you have not fixed the problem.” Heather Fleming, Founder

grids, and superfluous phone lines. “We have dug ourselves into a hole because of the infrastructure built during the beginning of the century,” she says. “We can rethink the systems that we set up.”

When designing products for clients, most of which are special ventures, Fleming uses a four-pronged approach: assessment, design, implementation, and evaluation. “Assessment is about someone coming to us and saying they need a clean-delivery birth kit, and then we ask why,” she says. “We try to understand the need behind the technology. We try to help our clients figure out not the best solution but the best areas for opportunity.” Following a period of market research and design, Fleming and her team tackle their most difficult process: implementation. “You can install a well, but if it breaks five years later and no one knows how to fix it, you have not really fixed the problem,” she says.

Now in its sixth year, Catapult Design shows no sign of slowing its work around the globe.

The company is currently developing a product for Tanzanian farmers and plans to begin technology design for those living on the Navajo reservations. The latter will be Catapult’s first domestic project.

Though Catapult Design must charge clients a fee in order to assess and design sustainable

technology, Fleming stresses that the firm is a nonprofit. Its status as a NPO provides an easier route for receiving grants (a necessity given that many clients may not have the resources to cover all of the design costs). “Our objective is not to roll in money at the end of the day,” Fleming says. “It’s about social benefits.” —Matthew Partington

rescue effort Catapult recently re-developed the kit's scalpel component; the new model is being tested by doctors in India.

may/june 2011 | marchmagazineonline.com

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Ashley Swider Go ahead—enjoy a cookie. And don’t even think about feeling guilty. Ashley Swider founded Mount Pleasant, South Carolina-based YesUmay Cookies with the aim of helping people happily indulge in the occasional baked treat. Here, the happy-go-lucky entrepreneur talks about spreading love with sweets.

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