Apple Valley resident Robin Peterson benefits from possessing a positive attitude – a vital trait in today’s real estate market. “I don’t look at life with obstacles,” Peterson said. “People say the real estate market has been challenging. We’ve gone into a challenging real estate market and found homes for people and helped people sell homes.” As president of Coldwell Banker Burnet, Peterson oversees the day-to-day operations for the company’s 24 sales offices in the Twin Cities, St. Cloud, Rochester and Western Wisconsin, as well as managing 1,800 sales associates. Her journey to the top of Coldwell Banker Burnet began where she grew up – Westfield, NJ – 20 miles from New York City. Peterson grew up watching her father operate the family textile business in New York City. He died when she was 16, leaving her to help keep the business going. “I was exposed to the business elements and responsibility at a very young age,” Peterson said. “I reapplied some of what I saw in him. He had an extremely strong work ethic.” Peterson’s mother had a strong influence on developing her positive attitude – a trait she relies heavily on as president. “She always looks for the good in people and always taught me how you seek out positive attributes, and that in turn enriches your life,” Peterson said. That advice has helped make Peterson successful in the real estate world. Robin Peterson, President, Coldwell Banker Burnet
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>>>> Motherhood Made Better-Page 4
2 Women in Business – Thursday, October 27, 2011 – www.MinnLocal.com
Kusske
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after that first career
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Celebrating 25 years in business As founder and president of Kusske Financial Management Inc., Mary specializes in assisting retirees and pre-retirees with sorting out their financial issues. She likes to tell her clients, “If you want to work for the rest of your life, that’s your business. If you don’t, that’s our business.” Mary’s advice to people entering a new career is to have passion about what you want to do. Your work should be an extension of yourself and reflect your values and your character. “Kusske Financial Management is a family based practice. We treat all our clients like we would like our family treated. We are interested in your parents, as well as your children and your grandchildren. The greatest compliment we get from our clients is that they have retired and are enjoying their life after work. Without our support and guidance, they didn’t think they would have been able to do all that they do.” Mary is a regular public speaker, giving at least 20 educational workshops about basic financial concepts each year. She volunteers
her time at local schools to share her expertise with young people. She also enjoys working with women, because they do not have the same skill set that men do when it comes to understanding their finances. The majority of women wait until a crisis hits before they figure out they need help. As an Ed Slott Master Elite IRA Advisor, Mary is well versed in the complicated issues associated with Traditional and Roth IRAs, 401(k), 403(b), 457 and public employee pension plans. Mary has served as the investment advisor to several different trusts over the past 25 years. She provides a conservative, researched approach towards investing along with the ability to understand the needs of the beneficiary. Mary and her team have over 40 years of combined experience assisting clients sort out their finances. They are committed to helping people avoid mistakes that may jeopardize their financial future. Kusske Financial Management Inc. offers solutions based on competent, independent advice.
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In the Community, With the Community, For the Community
Many women reach their 50s and 60s and decide the adventure of a new challenge is simply too hard to resist. Oftentimes, this new challenge comes in the form of a second career. Though the United States Department of Labor notes it’s difficult to pinpoint how many career changes the average worker undergoes during his or lifetime, career coaches typically say women will undergo between three and seven career changes during their lifetime. Of course, such estimates no doubt include career changes at the onset of a one’s professional life, when many people are not precisely sure what they want to do for a living. For older workers, the uncertainty lies less in what they want to do and more in if they can pull it off. For those who have already decided what they want to do, consider the following tips to help ensure that dream becomes a reality.
Be Patient Aside from being qualified, the most important thing a person changing careers can be is patient. A successful career change does not happen overnight. Some career changes might require returning to school. Others might not require a new degree, but might require an established professional start from the bottom up. Whatever the situation, it’s best to remain patient. If your new career is worth pursuing, be patient enough to see it through.
Network Networking is often seen as an opportunity to advance within your own industry. However, networking can be just as valuable when changing careers. People within your network might be able to introduce you
to new contacts outside of your industry. These contacts, even if they don’t have a job to offer, can often provide valuable insight into the industry you’re attempting to enter.
Volunteer If your second career is going to be a complete 180 from your current field, it might help to volunteer and gain some experience before beginning a job search. Volunteering can prove beneficial in many ways. First and foremost, it provides potentially valuable experience you likely don’t have, and that experience may help down the road when you begin looking for a fulltime position. Another benefit to volunteering is it can provide a genuine look into the industry. This will either strengthen your desire to enter this new field or might encourage you to think more deeply about your pending career change if the field isn’t quite what you thought it was going to be. Finally, volunteering can be a great way to get your foot in the door. Should a position open up, a company is much more likely to consider the man or woman who has been volunteering at the firm than someone they don’t know.
Be Flexible In today’s job market, the flexible candidates are more likely to be successful. When changing careers, be as flexible as possible. Determine if relocation is a viable option, and assess your financial situation to determine how much financial flexibility you have. Career changes often come at the expense of a smaller salary. If your financial situation does not allow for a reduction in salary, now might not be the right time to change careers.
www.MinnLocal.com – Thursday, October 27, 2011– Women in Business 3
In the Community, With the Community, For the Community
“
My management style is one of involvement, but also one of empowerment. I give permission for everyone to give and receive feedback. It’s a culture that success begets success. Without a strong work ethic, you can’t achieve your ultimate potential or success.
”
Robin Peterson, President Coldwell Banker Burnet
Fulfilling dreams, achieving goals Peterson/From cover BY MATT HANKEY - SUN NEWSAPERS A former middle school English and history teacher on the East Coast, Peterson moved to Minnesota in 1976 when her husband, Fran, was pursuing a job opportunity in the Twin Cities. After some exposure to real estate on the east coast, Peterson launched into the field after meeting the company’s founder – Ralph Burnet – when buying her first home in Eagan in 1976. “He was extremely inspiring and I decided to go into real estate at the point in time,” said Peterson, who has lived in Apple Valley since 1979. She saw the real estate business as one she could advance in, while helping others achieve their home ownership goals. “My belief in helping others grow motivates me,” Peterson said. “I get passionate about our business, but I’m as passionate about seeing people succeed.” She began her career with Coldwell Banker Burnet as a sales associate, and later became branch managers for Bloomington and Eagan, afterwards becoming the director of training for the company. From there, Peterson was the regional vice president and executive vice president before becoming president of the company in 2000, working at its headquarters in Edina. Peterson noted that women comprise roughly half of the upper management positions in the company. “There are no glass ceilings in this company,” Peterson said. “The sky is the limit as long as you want to work hard and be passionate about what you do.” She is an admitted proponent of being a hands-on manager. “My management style is one of involvement, but also one of empowerment,” Peterson said. “I give permission for everyone to give and receive feedback. It’s a culture that success begets success. Without a strong work ethic, you can’t achieve your ultimate potential or success.”
Apple Valley resident Robin Peterson has been the president of Coldwell Banker Burnet since 2000. “I see life as a series of growth experiences,” Peterson said. “I fell in love with the career of real estate because it helps people grow themselves and helps change lifestyles.” (Photo by Matthew Hankey – Sun Newspapers) As president, Peterson has helped implement a home resource center for the company. The center has a concierge service and a call center, which helps both real estate shoppers and company sales associates. One center feature allows customers to call the company when they have a question or need with their home and a sales associate can then recommend a business specific to their needs. Peterson said the customer feedback has been excellent regarding the home resource center. “In addition, people come through our website and can ask questions in real time
about their real estate needs,” Peterson said. Peterson has also overseen the creation of the company’s transaction management system, which contains all customer closing documents – accessed by customers with a username and password. Peterson said she has worked to make business easier for both her employees and the clients they serve. “I have a belief that you have to try different things that are consumer-based and also for our sales associates,” she said. “If 51 percent of them work, you’ll still be in business.” Peterson derives inspiration from numer-
ous places, but cites her family as one of the strongest. Her job duties often overlap with important dates such as holidays – days she would rather be with her family. But, she involves her family in her work life and said that is a key for anyone’s success, not just her own. On one Mother’s Day, she was working an open house and her husband and two children came through the home’s front door and surprised her with balloons and flowers. She wouldn’t have it any other way. “My children have been able to grow up seeing me live my passion,” Peterson said. “They’ve been so supportive of my career.” CMYK
4 Women in Business – Thursday, October 27, 2011 – www.MinnLocal.com
In the Community, With the Community, For the Community
Motherhood Made Better By Edina Mom Bavia Health offers new moms postnatal body therapy BY KATIE MINTZ – SUN NEWSPAPERS
Ice chips, crackers and juice cup in hand, Rachel Swardson dreamed of something different. “I thought there just has to be a better way to bring a mother into this world,” the Edina mom recalls thinking after the birth of her third child in 2005. Today, Swardson is founder and CEO of Bavia Health, providing postnatal body therapy to moms and dads at 14 Minnesota hospitals and one in New Jersey. The Edinabased company has plans to expand to 40 more nationwide next year. A medical journalist for PBS before she became a stay-at-home mom, Swardson said she told patients’ stories of healing. She wanted to find a way to help herself, and other moms feel better after childbirth too. “Because when you’re pregnant you don’t have an illness or disease – there’s technically nothing wrong with you – there’s just nothing right by way of healing, which is unlike every other situation,” she said. Swardson tapped her medical contacts – doctors, midwives, doulas, historians and cultural experts – to learn about the birthing experience prior to hospitals, houses and even huts. “It took me two and half years to create postnatal body therapy,” which she said is based on an instinctive draw to heat, carefully selected herbs, song and massage. Sessions, which occur 6-10 p.m. in the hospital, open with a welcoming meditation. The TV is turned off and hospital staff leaves the room. Calming eucalyptusinfused steam towels are used to release tension in the head, neck and feet. Quiet music plays during a therapeutic massage. “Mom and dad and baby have their first opportunity to be just that family,” Swardson said, and unlike prescribed hospital treatments, the consumer-driven, model
Rachel Swardson, founder and CEO of Edina-based Bavia Health, has brought her post-natal body therapy to 15 hospitals, including The Birthplace at Fairview Southdale Hospital in Edina, and has plans to expand to 40 more across the country. (Photo by Joanna Prosser – Special to Sun Newspapers)
allows moms to take healing into their own hands. As she prepared to launch the company, her marriage came to an end, and Swardson realized it was also time to take her future into her hands. “Part of me said you have to just go get a job. You have to take of your kids,” she said. “I just remember staring at myself in the
mirror going there is no other job, there is no other thing. This is for my kids. This is for all of these kids.” In June 2008, she launched Go Home Gorgeous from her dining room table with $17,000 in seed money from family and friends. She still had not had her first client, but told herself she’d stick it out for three years – a deadline the former journalist
could handle. “On June 21, 201, we’ve had thousands of clients to date. We are live in 15 hospitals. We have secured $1 million of venture capital funding in what has been called the toughest economy. I really couldn’t have been more proud of what I was able to accomplish.” She said it hasn’t always been easy. She said many misconstrued the name Go Home Gorgeous to be about physical beauty. Her definition was “being calm, confident and ready.” Earlier this year, she changed the name to Bavia, a variation on the Hindi word for gorgeous, to better encompass the services. In the beginning, business spread by word of mouth. Swardson said Fairview Southdale Hospital in Edina was the first to request a vendor contract. Other hospitals followed suit, including Fairview Ridges Hospital in Burnsville, Abbott Northwestern Hospital in Minneapolis and Maple Grove Hospital. Swardson said the customer base has also broadened. Dads can receive a scalp, neck and shoulder messages during the visit. Like moms, dads can also have a different birth experience than they hoped for, she said. Swardson said she’s been touched to see the difference her idea has also made for expectant parents who aren’t leaving the hospital with a baby, allowing them quiet time to reconnect after their loss. This May, Bavia, which now has eight employees and 32 sub-contracted certified massage therapists in Minnesota, moved into a large office in an Edina office building. With the new venture capital funding, Swardson said Bavia has also been able to expand its services to pregnant women on bed rest in homes and at the hospital. “And it’s just beginning,” she said. “It’s changing the birth culture in America. It really is doing all of this stuff and to think that women every single night around the Twin Cities are having a service that I was only able to dream of, I can’t tell you what a cool feeling that is.”
www.MinnLocal.com – Thursday, October 27, 2011– Women in Business 5
In the Community, With the Community, For the Community
Locking down your small business loan Securing a loan in today’s economy is not as easy as it might have been as recently as four years ago. Loans are still available, but men and women should know that the process of getting a small business loan is time-consuming and often tedious. However, there are steps prospective loan applicants can take to make the process go more smoothly. * Contact the Small Business Administration. The Small Business Administration does not directly loan money, but it is an invaluable resource to men and women seeking a small business loan. Financial assistance programs that address debt financing, surety bonds and equity financing are some of the programs the SBA offers to help borrowers. The SBA can help prospective borrowers determine which loan best suits their needs, and understanding how the SBA operates is a great first step toward securing a small business
loan. * Know your credit rating and address any issues or concerns. Personal credit rating carries significant weight with lenders. Lenders want to work with borrowers they know can manage their money responsibly, and personal credit rating is perhaps the best indicator of a person’s ability to manage money. In general, prospective borrowers with a credit score below 650 struggle to secure loans. Before beginning the application process, men and women should improve their scores as much as possible while addressing any discrepancies. * Have a solid business plan ready to go. The lender will want to see a business plan before even considering giving a loan. The business plan, which should include a definition of the product, its market and potential revenue, among other things, should be airtight and ready at the onset of the application process.
Q: I took some college classes years ago. Do those credits count if I start school again? A: Every institution has their own procedures. At Dakota County Technical College, If a student has earned general education credits from another institution, the college of interest will need an official transcript to determine if the courses will transfer in. If any technical courses, such as accounting principles or business law, were taken, they need to be evaluated by a petition process. Transfer of technical credits will be considered for courses that have been completed within five years prior to application for admission to DCTC. Students with technical courses that were completed more than five years prior to application may be able to use the credit by examination process to demonstrate course content mastery and receive credit. www.mntransfer.org Lee Anne Xiong, academic advisor Dakota County Technical College
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6 Women in Business – Thursday, October 27, 2011 – www.MinnLocal.com
In the Community, With the Community, For the Community
Fueling an inner drive BY MIKE HANKS • SUN NEWSPAPERS
After years of building businesses for others, Peggy Paul decided it was time to build one for herself. Paul, of Bloomington, has been slowly building a website geared toward women. Yes, another website geared toward the female population, but one that she intends to stand out in the crowd. As the founder of shetaxi.com, Paul, 41, has been putting long hours into building a site she believes in, a site that gives its audi-
ence something other than fashion and beauty tips. “There are no shoulds at SheTaxi,” she said. The site is devoid of articles about how women should look or dress, she explained. “It’s all about skin and under.” SheTaxi aims to “fuel your inner drive,” according to Paul. “What we’re about is moving women forward.” Fueling that drive has been a very deliberate process, and is the result of Paul’s opportunity to fulfill an identified need. Inner drive
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Q: I want to do an internship/apprenticeship in my field of interest. How do I get started? A: There are a couple ways to get started. One is to start your own internship/apprenticeship toolkit. This includes creating a cover letter, updating your resume, and practicing your interview skills. Secondly, start contacting local organizations, perhaps using the chamber of commerce as a resource, to see what opportunities are out there. Once you are able to pin point openings and possibilities for internships, you’ll be able to get your name out there, and hopefully land you what you’re looking for! Meghana Shroff, Director of Career Services Minnesota School of Business Lakeville
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www.MinnLocal.com – Thursday, October 27, 2011– Women in Business 7
Automotive Connecting women Fiat of Minneapolis through life experiences Doreen Fischer By Ernie Larson • Sun Newspapers
Inner drive/From previous As a communications and sociology graduate of the University of St. Thomas, Paul’s career path found her building businesses within businesses, such as a community relations program that involved financial planning, marketing and branding. Her most recent employment was with Olson, a Minneapolis advertising agency. She was hired to help launch The BrandLab, an outreach program that is intended to promote the advertising industry to high school students and offers internship opportunities at area advertising agencies, “a different learning experience than a traditional classroom setting,” she explained. As the program grew it became its own nonprofit entity. Achieving that goal also brought an end to Paul’s employment at Olson. Her layoff in 2009 presented “a chance to do something for myself,” she said. What that entailed, however, was still a mystery. Fueling the taxi The genesis of SheTaxi can be traced to 2004, when Paul was diagnosed with thyroid cancer. The life-changing experience made her think about how she was spending her time. She knew then that she wanted to put her business-building experience to work for herself, but wasn’t ready to jump head first into such an endeavor. When that day arrived in 2009 Paul envisioned an online business because of the flexibility it would afford her, particularly the ability to travel or live anywhere in the world. With unemployment benefits allowing her to dedicate time to research and development of a business plan, Paul began to bridge the gap between what she cares about and how she could turn that into her own business. Her answer: “I really care about the misrepresentation of women in this country,” she said, noting media portrayals of women’s issues often focus upon appearance or competitive aspects of a woman’s life. Paul knew her goal was to start an online business, but she didn’t know what form it would take. She determined there was a place for a website such as SheTaxi, providing a place for women to connect with other
women and discuss life experiences, such as mother-daughter relationships, friendships, careers and well being. Rather than hastily building a website and auditioning content for an unknown audience, Paul wrote a business plan for her site. Since online businesses are still a new commodity Paul wanted to research what was important to running a successful one. She also wanted to compare and contrast existing business models in choosing the model for her site, she explained. Along the way Paul pitched her idea to every skeptic she knew, wanting people to tell her SheTaxi was a bad idea if that’s what the they thought. She heard, repeatedly, that “there’s definitely a need out there.” The result of Paul’s planning and development is a site designed to inspire and empower women to value themselves and make positive life changes by learning from experts and each other, she said. The rollout was slow, deliberate and not particularly splashy. Blogs from contributing writers began appearing in May 2010 and the full site became available by September. Its growth has been fueled entirely by word of mouth, yet the site has grown to the point where Paul is looking for investors to help take her product to the next level, and grow her company beyond a company of one. As the company grows there will be a monthly membership fee that provides a variety of resources and content, such as podcasts and coaching or mentoring from trained experts in several categories on the site, she explained. Her research has shown that sites that rely upon advertising revenue are destined to failure. “The number one mistake is when they don’t diversify their revenue streams,” she said. From the financial obstacles to the long hours Paul pours into the site, there are times when building SheTaxi is physically and mentally draining, but the support and feedback she has received, as well as her vision and goal, has kept her going for more than two years. “You have to be self motivated when you’re doing stuff like this,” she said.
Doreen Fischer, Luther Automotive, and Fiat are all making history together. Luther is the first automotive group chosen to have all of the Fiat Studio’s for one state in Fiat’s history, and Fischer will be the only Luther Manager responsible for these multiple dealerships. Doreen Fischer started her career as a radio advertising representative in North Dakota. A local dealer was so impressed with her level of service that she was offered a job. “I wasn’t interested in selling cars, but wanted to have a role in their customer service.” Her focus was seeking out opportunities to improve the customer service the dealership provided. “I had our female customers handing me their keys and asking me to help them with our Service Department. They had a comfort level and trusted me, and I was happy to do it.” Fischer started focusing on the customer’s experience, and ways to enhance it from sales to service. It wasn’t long before the North Dakota dealership decided to expand, and asked Fischer to open up their new Minnesota location. In 2006, Fischer was presented with the opportunity to become a member of the Luther Automotive family. Originally joining the Luther team as Sales Management Support, her role with the dealership eventually morphed into a new position response for new and pre-owned inventory management. Known for continually trying to improve customer service, Fischer was involved in the development of the Luther Advantage Program where clients purchasing either a new or pre-owned vehicle can benefit from a pre-owned detailed inspection, guest discounts, warranty programs, the Fixed Right Guarantee, On-Time Promise on repairs, and convenient return/exchange policies. In 2010, Fiat announced that after a 27-year absence they would be returning to the U.S. in 2011. Luther asked Fischer to open the 1st Fiat Studio in Minnesota and this past March, Luther Fiat of Brookdale opened in Brooklyn Park. The Studio features 120 new Fiats in multiple colors. The Fiat 500 offers a City MPG of 30 and Highway MPG of 38. Having sat in compact cars before, I was surprised by what the Fiat had to offer. The seats are extremely comfortable and the inside of the vehicle is spacious for a compact car. Having had a soft top in the past, I was impressed with the convertible top which reminded me of a huge sunroof. “With all of the options that are available, and 14 different colors to choose from, there are 500,000 possibilities with a Fiat. It truly is creating a customized car for your personality and lifestyle,” says Fischer. As I was looking at my own Fiat, I couldn’t help but notice a couple getting ready to take theirs for a test drive. As the driver got into the car, I could see the enthusiasm on her face as she familiarized herself with the car’s dash. After buckling, she immediately retracted the sunroof on a sunny – but brisk – Minnesota fall day and took off onto Brooklyn Boulevard. A second location in Bloomington opened on October 22, and at the helm of Luther Fiat of Bloomington will be Doreen Fischer, ensuring that every customer experiences the Advantage that Luther has come to be known for. For more information, visit Luther Fiat of Brookdale at 7417 Brooklyn Blvd in Brooklyn Park or call 763-222-2600. Or, visit Luther Fiat of Bloomington at 8033 Knox Avenue South in Bloomington, or call 952-367-4300. You may also visit them online at www.fiatminneapolis.com.
8 Women in Business – Thursday, October 27, 2011 – www.MinnLocal.com
In the Community, With the Community, For the Community
Eden Prairie Osseo
Waconia
ress P n o s d Hu
Monticello
Stillwater
I would like to honor all of the women at Sun Media for their dedication and professionalism. All of your team members and our over 1 Million readers appreciate your enthusiasm and commitment to deliver the best local news and information to the communities we serve.
Thank you! Jeffrey Coolman, Publisher CMYK