Page 8 • WOMEN IN BUSINESS • Albert Lea Tribune • Friday, October 28, 2011
From retail to long-term caring
By Sarah Stultz
sarah.stultz@albertleatribune.com
After Albert Lea resident Shelly Woitas graduated from college in sales and marketing, she worked in retail for several years. But when she started having a family, she said, she realized retail hours didn’t mesh. She began to look for something else that fit better with their lives. Though she never saw herself working in a long-term care facility or with older people, she said she was caught by surprise when she found Oak Park Place. “I had never been here before,” Woitas said of the facility. “I remember thinking, this is a hidden secret in Albert Lea.” Now, seven years later, she’s still at the facility on Bridge Avenue and works as the business and marketing coordinator. “I really enjoy it,” Woitas said. “I have the fun part, getting to chat and see the residents every day, getting to know them.” As marketing coordinator, she also
works with people who are interested in moving to the facility, gives tours, sends out information and does some advertising. For the business part of her job, she’s involved with resident billing, some human resources work and insurance paperwork for the employees. “In this job it’s more emotional or personal than others,” Woitas said. “When people come here they’re at their wits’ end. I listen to a lot of stories, a lot of sad stories. “Some days can be very emotional, very draining.” Regardless, she said she loves helping people. Sometimes, she also gets assigned other miscellaneous tasks, making her a jill of all trades. “We’re a small community here, so we kind of wear a lot of hats,” she said. “Every day is different. Today, I was moving furniture; tomorrow I might help with a resident party. You never know what you’re going to do. That’s what I like about it.” As a single mother of two boys, Aaron, 17, and Andy, 13, she said she
Inside: • An Albert Lea woman speaks about being a small business owner • Visit Darcy at Conger Meat Market • An Albert Lea woman enjoys the long-term care industry
Sarah Stultz/Albert Lea Tribune
Oak Park Place Business and Marketing Coordinator Shelly Woitas stands in front of a fireplace at the facility Oct. 21. Woitas has worked at Oak Park Place for seven years. typically works traditional hours, sphere,” instead of one with stark but she noted the company has been hallways and intercoms, has 49 flexible with her and her sons’ schedresidents. ules, allowing her to take time off for She said the Oak Park Place staff appointments and then come in at pride themselves on quality one-ondifferent times if needed. one resident care. The facility, which she describes When she’s not at work, she enjoys as a “cozy, warm, home-like atmoreading, decorating and camping.
Oak Park Place can be found at 1615 Bridge Ave., Albert Lea.
Thursday, October 20, 2011
Page 2 • WOMEN IN BUSINESS • Albert Lea Tribune • Friday, October 28, 2011
Albert Lea Tribune • Friday, October 28, 2011 • WOMEN IN BUSINESS • Page 7
1st year of business going well for 2 Austin women By Amanda Lillie
amanda.lillie@austindailyherald.com
AUSTIN — When Lindsey Haney and Jill DeMeyer opened the Style Lounge Salon on Main Street in Austin last November, they had no idea how well the community would take to the business. Nearly one year later, both women are thrilled with their first year in business and hope to continue thriving. “It really has been an amazing journey,” DeMeyer said. “Our guests have been so amazing and supportive throughout this whole ordeal that we wouldn’t be where we are today without them.” Much of the salon’s success can be attributed to the salon’s styling team, which includes Haney and DeMeyer along with four other stylists and one associate. Haney said everyone who works there is passionate about their work and has a good work ethic. Not to mention, guests have been loving the modern decor and atmosphere of the salon. When Haney and DeMeyer started carrying Bare Es-
centuals makeup, the president of the company said their salon looks like it belongs in California. “When they came back and were overwhelmed with a rural Minnesota town having such a modern and different look, it was a great compliment,” DeMeyer said. “We work in an atmosphere where we feel like everybody in here is a superstar, so it’s really fun.” “We get the comment that ‘this doesn’t feel like Austin’ a lot,” Haney added. Haney said she and DeMeyer are constantly training their staff, which can be a rarity among salons. They are currently training their associates in a program that is similar to a master’s program. “We’re constantly doing education,” Haney said. “You’re not required as a stylist to have continued education, which is kind of sad.” As the Style Lounge Salon celebrates its first birthday, Haney and DeMeyer are happy with their success thus far and excited about what the future might hold. The salon has room for 10 more stylists than it currently has, and
Tribune file photo
Jill DeMeyer, right, and Lindsey Haney opened the doors last November of The Salon Lounge, a full service hair salon, on Main Street in Austin. Haney said they’ll likely fill those slots “I feel like Austin has this really eventually. strong support for small businesses, The salon is also offering a special and there’s camaraderie between first birthday promotion starting small business owners in town,” Nov. 1. For $15, customers can buy a Haney said. “I’m ecstatic about how “birthday card” from the salon and get things have gone so far. It was really $110 worth of products and services. overwhelming at first, but I definitely “We can’t believe that it’s already feel more confident than I did a year been a year,” DeMeyer said. ago.”
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While raising children, many women find themselves looking for a solution in which they can work, while still being involved in their child’s life. This may be one of the reasons for the rising trend of successful “mompreneurs” — women starting and running their own businesses, often from home. There’s no need to choose between being a parent and running your dream business. Female entrepreneurs have been phenomenally successful in the recent past, with more than 8 million women-owned businesses in the United States. This trend doesn’t seem to be a blip on the radar; in fact, women entrepreneurs are poised for continued growth over the next few years. Women entrepreneurs in the United States will create more than 5 million new jobs by 2018, which is more than half of the new jobs the Bureau of Labor Statistics expects to be created over that time, according to the Guardian Life Small Business Research Institute. When women do make the leap to start their own businesses, research shows that they may be more successful than their male counterparts. The Institute also found that female small business owners may succeed because they are more engaged in strategic facets of their business, more committed to creating opportunities for others, and more customer-focused than their male counterparts. Becoming a mompreneur is exciting, but your dream business won’t start itself. BizFilings, an online incorporation provider, offers the following business tips for mompreneurs, both aspiring and current. Start a business that lets you follow your passion. If you plan a business around a hobby or something you enjoy, work can be fun, and you may
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not mind putting in the extra hours it will take to make your endeavor successful. BizFilings has helped over a million entrepreneurs start a business, and has incorporated businesses large and small, from fabric stores to Facebook. Starting your business gives you the freedom to choose your dream job or something that lets you spend more time with your family. • This past year saw continued growth from “digital moms,” or women bloggers, turning their blogs into businesses. If you have a blog, you can draw revenue from companies who agree to advertise or promote their products or services on your blog, turning something you love into a successful business model. • If you have a soft spot for our four-legged friends, consider capitalizing on the millions people spend each year on their pets. Start a pet care business for busy pet owners who don’t get a break in the day to take Fido for a walk. If you’d rather take your pooch to work, opening your own pet store (or pet bakery, a rising trend) can give you that flexibility. • Starting your own bakery or restaurant may seem daunting — but a food truck presents a unique opportunity to break into the food industry. Food trucks are popping up in cities nationwide, with Americans embracing the trend of mobile eating. Serving everything from crepes to cupcakes and sushi to sandwiches, this trend may be perfect for food-fueled entrepreneurs. Create a business plan that works for you. This can be one of the most important first steps to starting a small business. Business plans aren’t tailor-made — everyone considers different things to be important. Use the Small Business Administration to help you write yours by visiting your
local chapter or by using the resources available on www.sba.gov. Consider incorporation to protect your family. When you’re starting up a business, you may have to rely on your family’s savings to get the business off the ground. Incorporating your company can protect your family’s assets and savings by providing a layer of liability between your business and your savings. If anything goes wrong, your family’s home, vehicles and even your child’s college fund could be at stake — but not if you’ve incorporated. Incorporation can also grant you a better financial foundation when getting your business off the ground. Women are more prone than men to finance their business on credit cards — a risky gamble that often backfires with bad credit and steep interest charges. Getting a loan from a bank is a much savvier business decision, and incorporating your business can be a
Coming your way
October 31
crucial factor in showing the bank that you take your business seriously. “If you have a dream business, we’ll incorporate it — it’s that simple,” says Karen Kobelski, mother of two and a member of the leadership team at BizFilings. “And as a supporter of mompreneurs, we help our customers pick the business structure that’s right for them and their family.” Becoming a mompreneur can have many benefits other than spending more time with your kids. Working from home can come with its own set of tax breaks, as long as your designated home office meets certain specifications. The government also provides specific programs to help women entrepreneurs, including grants and loans as well as specific contract work not available to other entrepreneurs. To find out more about government assistance for entrepreneurs, visit the SBA’s website, www.sba.gov.
Page 6 • WOMEN IN BUSINESS • Albert Lea Tribune • Friday, October 28, 2011
Becoming a small business owner
By Andrew Dyrdal
andrew.dyrdal@albertleatribune.com
Jody Davis never considered herself a small business owner, but after struggling to book tanning appointments before a friend’s wedding, she decided to become one. Davis, 35, opened Etcetera Tanning & Clothing in Skyline Plaza in 2005 after seeing a need in the community. The former sales associate at Slumberland Furniture spent 1 1/2 years researching the industry before jumping in. Etcetera opened as a tanning salon with six beds, which also sold children’s clothes. Davis had small children herself and knew Albert Lea didn’t have a lot of options in retail. “I knew how they outgrow stuff, how good of condition it’s in and how expensive it can be,” Davis said. At Etcetera, people can drop off slightly used clothes and Davis and her staff thoroughly inspect it. If it’s free of stains and tears, and in good shape, Etcetera may buy the items and sell them used at a discounted
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price. The store sells name brands such as Old Navy, Gap, OshKosh and The Children’s Place, and after the children’s clothes were a hit, Davis began selling maternity and junior’s clothes, baby gear and purses, most recently. Davis also expanded her salon, moving from six to nine beds over six years. Etcetera’s latest additions are a 12-minute bed which features better bulbs, and reflectors that tan customers’ faces, shoulders and sides. Davis also added a skin conditioning/hydration spa and airbrush tanning. As the store kept expanding Davis said the amount of customers did, too. “Being here six years, I’m still surprised how many new clients we have here each week,” Davis said. “We get a lot of people from small, surrounding communities, too.” Davis has reached farther-away clients through a broad range of advertising. Since she opened Etcetera, Davis has advertised in newspapers including the Tribune and the Alden Advance, and local radio stations KATE and Power 96. She said she’s also began advertising in the Northwood Anchor, New Richland Star Eagle, Lake Mills Graphic and the Freeborn County Shopper, to name a few. Davis said she chose Skyline Plaza to start her business because she lived nearby. Her children attend Sibley Elementary and Southwest Middle School, which are located right behind
Just another day at the meat market By Danielle Boss
Andrew Dyrdal/Albert Lea Tribune
Jody Davis, owner of Etcetera Tanning & Clothing, sits on the salon’s new 12-minute bed. the plaza, so it’s easy for Davis to pick them up or for them to walk over after school. “There’s great parking, it’s clean and well maintained,” Davis said. Davis said she was aware that the plaza, which was once Skyline Mall, was changing from a retail hotspot to more of a business park, but that didn’t deter her. “I knew up front that we weren’t going to have walk-by traffic from other
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Albert Lea Tribune • Friday, October 28, 2011 • WOMEN IN BUSINESS • Page 3
The exterior of Etcetera Tanning & Clothing as seen from inside the Skyline Plaza.
stores,” Davis said. “But tanning is a destination. I wasn’t too worried.” Davis said walk-by traffic, which would help the clothing aspect of Etcetera, has declined since the closing of Skyline Plaza’s food court and JoAnn Fabrics, which were both open in 2005. Davis’ biggest fear when opening the store was going out of business, especially since it required a personal financial investment. Davis said her husband, Kevin, who works at Alamco Wood Products, remodeled the store’s interior, which had brand new beds and light fixtures. Davis’ step-dad, an electrician, did the wiring, and other family members and friends pitched in. “Everybody came together to help,” Davis said. Davis said owning a business was completely new to her and she quickly had to learn about payroll, taxes and inventory. She goes to skin care conventions each year to stay current with the latest products and techniques, and likes to use the latest equipment, too. Her sales background helps her communicate with customers. Davis said she would like to get another 12-minute tanning bed but beyond that has no plans for further expansion. “There’s no other direction to go,” Davis said, pointing to her store.
Top left: Darcy Johnson, co-owner of Conger Meat Market, pulls out jerky for a customer. Above: Johnson does bookkeeping for the Conger Meat Market, which has locations in Conger and Northbridge Mall in Albert Lea. Far bottom left: Johnson bags an order while visiting with customers. Left: Johnson weighs a customer’s meat before computing its cost. 2401 Bridge Ave., Albert Lea
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Page 4 • WOMEN IN BUSINESS • Albert Lea Tribune • Friday, October 28, 2011
Albert Lea Tribune • Friday, October 28, 2011 • WOMEN IN BUSINESS • Page 5
Is an associate degree right for you?
5 tips for growing a small business
When you start a small business, you’ll probably discover that what you learned in business school doesn’t cover everything you need to know as a business leader. That’s what Michael Alter, SurePayroll president and CEO, discovered during his 10 years leading the company. He’s put together five tips for growing a small business that you probably won’t learn in business school: 1. Don’t be afraid to make new mistakes. Mistakes are one of the most valuable learning tools I’ve ever come across. You can’t learn anything if you’re afraid to try something new, or worried about letting your staff do things differently. As a small business owner, you can’t afford to fall victim to “the paralysis of analysis.” That doesn’t mean you should change how you run an aspect of your business without doing your due diligence. But the longer you wait to try something new, the longer you’ll wait to learn something your competitors might already know. Develop a culture where you and your employees feel comfortable trying something new and embracing an entrepreneurial spirit. “At SurePayroll, we give a ‘Best New Mistake’ award that’s our equivalent to the Presidential Medal of Freedom. The winner walks away with $400 — the largest prize we issue to any employee,” Alter said. You’ll be pleasantly surprised how much you learn, and how entrepreneurial your employees can be, when you give them the freedom to err. 2. Saying “no” to new business is one of your most powerful assets. Taking on new challenges and doing practically everything yourself is the hallmark of a small business owner. But rather than accepting every new opportunity that looks like it might be helpful with your business, start saying “no” to things that aren’t strategically aligned with your business. Be sure “no” is part of your vocabulary so you can say “yes” to focusing on your core business. 3. Use negatives as positives. You may never have the big marketing budgets, huge cash flow, or large infrastructure that your big competitors will. Most people will tell you that’s a negative you’ll have to overcome (or a “challenge”
you have to overcome, if they’re being nice). Rather, think of it as a positive — an opportunity you need to seize. Working with abundant resources is always more cumbersome. When your competitors want to change, they have an army of employees to retrain, technology to reprogram and at least a few big wigs who’ll need to sign off on it — usually after a lot of convincing. As the owner of a small business, you are able to
Thanks to all of the women providing care to the residents of
®
change quickly. Use your nimbleness to your advantage. Turning your idea into a reality quickly is much easier for you than for a colleague who works at a large employer. 4. Play to your strengths, not your weaknesses. In past jobs your bosses probably tried to help you by identifying skills or traits you should improve when they conducted your performance reviews. But, time is the one resource you can never get more of. So why waste time trying to improve something you’re not good at — and probably don’t have any passion for — when you can outsource your weaknesses? If you’re buried in receipts and your general ledger, struggling to keep the books accurate, find an accountant or bookkeeper so you can free up your time to focus on growing your business. If you’re great at selling your service or product but can’t help customers with questions, get a customer service representative on board so you can focus on what you’re best at. When you’re in the middle of doing something you hate, pass the buck to someone else. 5. Use technology to improve everything. The advances in business technology over the last 15 years have leveled the playing field. With the right technology, you can revolutionize how your business and service works — and even what your market expects. Find the technology that can help you improve operations and free your staff to work on tasks that generate more revenue. If your employees are still digging through mounds of paper files and different spreadsheets for customer and prospect information, put everything in a central online customer relationship manager. And when your employees are on the go, ensure they have smartphones with apps (such as a document and spreadsheet viewers) they need to work from anywhere. Smart technology investments always produce a strong return on investment. “Following these principles has helped me in every step of my career,” Alter said. “But they wouldn’t matter if I didn’t adhere to one overarching goal: Keep learning and remaining open to change. Markets change, consumers change, needs change. You need to provide the change businesses and consumers demand.”
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From a young age, we’re often told the path to a successful career leads through college. However, college is not a one-size-fits-all experience for ev-
eryone pursuing a post-secondary education. Where one person might stand to benefit from completing a degree at a four-year university, another may be just as well off with an associate degree. Might you be one of the many who are well-suited for an associate degree? Here are a few scenarios where an associate degree might be the best college option for you: • You need career-specific training. Associate degree programs often cater to those who need training relating directly to the career they would like to pursue. You may need specific computer programming training, or certification in a certain field of health care. For example, some colleges offer a number of career-specific associate programs featuring plenty of hands-on training in the fields of health care, IT and business, among others. • You’re looking to bolster your earning potential. You may find yourself in a situation where simply adding a college degree to your resume will increase the amount of money you can earn. This could be through a promotion at your current workplace, or simply receiving some necessary training that will open other doors for you. Those with an associate degree earn, on average, $6,000 more in annual income than those with a high school diploma, according to the National Center for Education Statistics. • You’re looking for flexible scheduling. Because associate degrees are often aimed at nontraditional students who may be completing degrees while continuing employment or juggling other life events, you’re likely to find plenty of options when it comes to completing your degree. Taking night classes, going to school part-time, enrolling in an accelerated program and attending classes online are all
options you can expect to find from an associate degree program. • You’re looking for a shorter path to a degree. If making a four-year commitment at this point in your life is difficult, an associate degree might be the right choice for the time being. Some programs allow you to complete your associate degree in as little as 17 months. If you’re in a place in your life where you immediately need to provide an income for your family, or you’ve recently been laid off, an associate degree is one short-term option that can help improve your job prospects. • You haven’t identified a career path. If you’re looking to further your education, but aren’t quite sure what you want to do for a living, an associate degree allows you to complete many of the general education courses that are the building blocks of any college degree. Once you complete your associate degree, you can decide whether you’d like to take what you’ve learned and apply it to a more advanced degree, or you can enter the workforce with a leg up on those who only have a high school education. The unemployment rate for those with some college education or an associate degree was 8.2 percent compared to 9.6 percent for those with a high school diploma, according the most recent numbers from the Bureau of Labor Statistics. When you’re planning your college education, it’s important to find a program that meets your goals, rather than just selecting a program based on what society has told you. For many, an associate degree is a sensible option for their lifestyle and career plans.
Future dreams take financial planning
I have never met a mom who wasn’t working — or any other woman for that matter. More than ever before women are handling their own or their family’s finances. It’s not about what you have; it’s what you do with it to secure your future. We all have unique needs and resources, but everyone wants to protect what they’ve worked so hard to acquire. It’s all about taking what you have, making the most of it, and building a solid financial future that is uniquely yours. A woman has different financial needs than a man. Everyone must face the good news that women live longer and the potentially bad news that they will spend more years in retirement than the last generation. Why is that bad news? More years in retirement could mean potentially
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outliving your nest egg. Women, having greater life expectancies than men, must place a greater emphasis on planning for retirement and long term care to ensure they have saved enough to last through their golden years. That’s why State Farm has a special website just for women called the State Farm Red Portfolio at sfredportfolio.com. It’s all about you, your finances and your dreams for the future, and how to make the most of what you have. Whether you want to buy a new
home, fund a child’s education, protect your business interests, or save for a comfortable retirement, sfredportfolio.com is a great place to start. But it’s just a start. You should work with a trusted professional who can be your long-term resource for help with your financial goals. Schedule a meeting to explore your goals and begin building a road map for your financial future. It’s never too late or too early to start securing your financial future. The sooner you develop a plan that fits your situation, the more likely you are to achieve your goals and be able to do the things you really want to do when you retire. So why wait? The clock is ticking and it is time to set your goals and achieve them! Remember, it’s not what you have; it’s what you do with it that can make all the difference.
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Page 4 • WOMEN IN BUSINESS • Albert Lea Tribune • Friday, October 28, 2011
Albert Lea Tribune • Friday, October 28, 2011 • WOMEN IN BUSINESS • Page 5
Is an associate degree right for you?
5 tips for growing a small business
When you start a small business, you’ll probably discover that what you learned in business school doesn’t cover everything you need to know as a business leader. That’s what Michael Alter, SurePayroll president and CEO, discovered during his 10 years leading the company. He’s put together five tips for growing a small business that you probably won’t learn in business school: 1. Don’t be afraid to make new mistakes. Mistakes are one of the most valuable learning tools I’ve ever come across. You can’t learn anything if you’re afraid to try something new, or worried about letting your staff do things differently. As a small business owner, you can’t afford to fall victim to “the paralysis of analysis.” That doesn’t mean you should change how you run an aspect of your business without doing your due diligence. But the longer you wait to try something new, the longer you’ll wait to learn something your competitors might already know. Develop a culture where you and your employees feel comfortable trying something new and embracing an entrepreneurial spirit. “At SurePayroll, we give a ‘Best New Mistake’ award that’s our equivalent to the Presidential Medal of Freedom. The winner walks away with $400 — the largest prize we issue to any employee,” Alter said. You’ll be pleasantly surprised how much you learn, and how entrepreneurial your employees can be, when you give them the freedom to err. 2. Saying “no” to new business is one of your most powerful assets. Taking on new challenges and doing practically everything yourself is the hallmark of a small business owner. But rather than accepting every new opportunity that looks like it might be helpful with your business, start saying “no” to things that aren’t strategically aligned with your business. Be sure “no” is part of your vocabulary so you can say “yes” to focusing on your core business. 3. Use negatives as positives. You may never have the big marketing budgets, huge cash flow, or large infrastructure that your big competitors will. Most people will tell you that’s a negative you’ll have to overcome (or a “challenge”
you have to overcome, if they’re being nice). Rather, think of it as a positive — an opportunity you need to seize. Working with abundant resources is always more cumbersome. When your competitors want to change, they have an army of employees to retrain, technology to reprogram and at least a few big wigs who’ll need to sign off on it — usually after a lot of convincing. As the owner of a small business, you are able to
Thanks to all of the women providing care to the residents of
®
change quickly. Use your nimbleness to your advantage. Turning your idea into a reality quickly is much easier for you than for a colleague who works at a large employer. 4. Play to your strengths, not your weaknesses. In past jobs your bosses probably tried to help you by identifying skills or traits you should improve when they conducted your performance reviews. But, time is the one resource you can never get more of. So why waste time trying to improve something you’re not good at — and probably don’t have any passion for — when you can outsource your weaknesses? If you’re buried in receipts and your general ledger, struggling to keep the books accurate, find an accountant or bookkeeper so you can free up your time to focus on growing your business. If you’re great at selling your service or product but can’t help customers with questions, get a customer service representative on board so you can focus on what you’re best at. When you’re in the middle of doing something you hate, pass the buck to someone else. 5. Use technology to improve everything. The advances in business technology over the last 15 years have leveled the playing field. With the right technology, you can revolutionize how your business and service works — and even what your market expects. Find the technology that can help you improve operations and free your staff to work on tasks that generate more revenue. If your employees are still digging through mounds of paper files and different spreadsheets for customer and prospect information, put everything in a central online customer relationship manager. And when your employees are on the go, ensure they have smartphones with apps (such as a document and spreadsheet viewers) they need to work from anywhere. Smart technology investments always produce a strong return on investment. “Following these principles has helped me in every step of my career,” Alter said. “But they wouldn’t matter if I didn’t adhere to one overarching goal: Keep learning and remaining open to change. Markets change, consumers change, needs change. You need to provide the change businesses and consumers demand.”
Some Women Dream of success... while others look to Express Employment Professionals to fulfill it!
We wish to thank the outstanding women in our community that place their trust in Express Employment Professionals.
We're Hiring!
www.expresspros.com 1615 Bridge Ave, Albert Lea
373-5600
1410 West Main Street Albert Lea
507-373-2826
From a young age, we’re often told the path to a successful career leads through college. However, college is not a one-size-fits-all experience for ev-
eryone pursuing a post-secondary education. Where one person might stand to benefit from completing a degree at a four-year university, another may be just as well off with an associate degree. Might you be one of the many who are well-suited for an associate degree? Here are a few scenarios where an associate degree might be the best college option for you: • You need career-specific training. Associate degree programs often cater to those who need training relating directly to the career they would like to pursue. You may need specific computer programming training, or certification in a certain field of health care. For example, some colleges offer a number of career-specific associate programs featuring plenty of hands-on training in the fields of health care, IT and business, among others. • You’re looking to bolster your earning potential. You may find yourself in a situation where simply adding a college degree to your resume will increase the amount of money you can earn. This could be through a promotion at your current workplace, or simply receiving some necessary training that will open other doors for you. Those with an associate degree earn, on average, $6,000 more in annual income than those with a high school diploma, according to the National Center for Education Statistics. • You’re looking for flexible scheduling. Because associate degrees are often aimed at nontraditional students who may be completing degrees while continuing employment or juggling other life events, you’re likely to find plenty of options when it comes to completing your degree. Taking night classes, going to school part-time, enrolling in an accelerated program and attending classes online are all
options you can expect to find from an associate degree program. • You’re looking for a shorter path to a degree. If making a four-year commitment at this point in your life is difficult, an associate degree might be the right choice for the time being. Some programs allow you to complete your associate degree in as little as 17 months. If you’re in a place in your life where you immediately need to provide an income for your family, or you’ve recently been laid off, an associate degree is one short-term option that can help improve your job prospects. • You haven’t identified a career path. If you’re looking to further your education, but aren’t quite sure what you want to do for a living, an associate degree allows you to complete many of the general education courses that are the building blocks of any college degree. Once you complete your associate degree, you can decide whether you’d like to take what you’ve learned and apply it to a more advanced degree, or you can enter the workforce with a leg up on those who only have a high school education. The unemployment rate for those with some college education or an associate degree was 8.2 percent compared to 9.6 percent for those with a high school diploma, according the most recent numbers from the Bureau of Labor Statistics. When you’re planning your college education, it’s important to find a program that meets your goals, rather than just selecting a program based on what society has told you. For many, an associate degree is a sensible option for their lifestyle and career plans.
Future dreams take financial planning
I have never met a mom who wasn’t working — or any other woman for that matter. More than ever before women are handling their own or their family’s finances. It’s not about what you have; it’s what you do with it to secure your future. We all have unique needs and resources, but everyone wants to protect what they’ve worked so hard to acquire. It’s all about taking what you have, making the most of it, and building a solid financial future that is uniquely yours. A woman has different financial needs than a man. Everyone must face the good news that women live longer and the potentially bad news that they will spend more years in retirement than the last generation. Why is that bad news? More years in retirement could mean potentially
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outliving your nest egg. Women, having greater life expectancies than men, must place a greater emphasis on planning for retirement and long term care to ensure they have saved enough to last through their golden years. That’s why State Farm has a special website just for women called the State Farm Red Portfolio at sfredportfolio.com. It’s all about you, your finances and your dreams for the future, and how to make the most of what you have. Whether you want to buy a new
home, fund a child’s education, protect your business interests, or save for a comfortable retirement, sfredportfolio.com is a great place to start. But it’s just a start. You should work with a trusted professional who can be your long-term resource for help with your financial goals. Schedule a meeting to explore your goals and begin building a road map for your financial future. It’s never too late or too early to start securing your financial future. The sooner you develop a plan that fits your situation, the more likely you are to achieve your goals and be able to do the things you really want to do when you retire. So why wait? The clock is ticking and it is time to set your goals and achieve them! Remember, it’s not what you have; it’s what you do with it that can make all the difference.
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Page 6 • WOMEN IN BUSINESS • Albert Lea Tribune • Friday, October 28, 2011
Becoming a small business owner
By Andrew Dyrdal
andrew.dyrdal@albertleatribune.com
Jody Davis never considered herself a small business owner, but after struggling to book tanning appointments before a friend’s wedding, she decided to become one. Davis, 35, opened Etcetera Tanning & Clothing in Skyline Plaza in 2005 after seeing a need in the community. The former sales associate at Slumberland Furniture spent 1 1/2 years researching the industry before jumping in. Etcetera opened as a tanning salon with six beds, which also sold children’s clothes. Davis had small children herself and knew Albert Lea didn’t have a lot of options in retail. “I knew how they outgrow stuff, how good of condition it’s in and how expensive it can be,” Davis said. At Etcetera, people can drop off slightly used clothes and Davis and her staff thoroughly inspect it. If it’s free of stains and tears, and in good shape, Etcetera may buy the items and sell them used at a discounted
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price. The store sells name brands such as Old Navy, Gap, OshKosh and The Children’s Place, and after the children’s clothes were a hit, Davis began selling maternity and junior’s clothes, baby gear and purses, most recently. Davis also expanded her salon, moving from six to nine beds over six years. Etcetera’s latest additions are a 12-minute bed which features better bulbs, and reflectors that tan customers’ faces, shoulders and sides. Davis also added a skin conditioning/hydration spa and airbrush tanning. As the store kept expanding Davis said the amount of customers did, too. “Being here six years, I’m still surprised how many new clients we have here each week,” Davis said. “We get a lot of people from small, surrounding communities, too.” Davis has reached farther-away clients through a broad range of advertising. Since she opened Etcetera, Davis has advertised in newspapers including the Tribune and the Alden Advance, and local radio stations KATE and Power 96. She said she’s also began advertising in the Northwood Anchor, New Richland Star Eagle, Lake Mills Graphic and the Freeborn County Shopper, to name a few. Davis said she chose Skyline Plaza to start her business because she lived nearby. Her children attend Sibley Elementary and Southwest Middle School, which are located right behind
Just another day at the meat market By Danielle Boss
Andrew Dyrdal/Albert Lea Tribune
Jody Davis, owner of Etcetera Tanning & Clothing, sits on the salon’s new 12-minute bed. the plaza, so it’s easy for Davis to pick them up or for them to walk over after school. “There’s great parking, it’s clean and well maintained,” Davis said. Davis said she was aware that the plaza, which was once Skyline Mall, was changing from a retail hotspot to more of a business park, but that didn’t deter her. “I knew up front that we weren’t going to have walk-by traffic from other
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The exterior of Etcetera Tanning & Clothing as seen from inside the Skyline Plaza.
stores,” Davis said. “But tanning is a destination. I wasn’t too worried.” Davis said walk-by traffic, which would help the clothing aspect of Etcetera, has declined since the closing of Skyline Plaza’s food court and JoAnn Fabrics, which were both open in 2005. Davis’ biggest fear when opening the store was going out of business, especially since it required a personal financial investment. Davis said her husband, Kevin, who works at Alamco Wood Products, remodeled the store’s interior, which had brand new beds and light fixtures. Davis’ step-dad, an electrician, did the wiring, and other family members and friends pitched in. “Everybody came together to help,” Davis said. Davis said owning a business was completely new to her and she quickly had to learn about payroll, taxes and inventory. She goes to skin care conventions each year to stay current with the latest products and techniques, and likes to use the latest equipment, too. Her sales background helps her communicate with customers. Davis said she would like to get another 12-minute tanning bed but beyond that has no plans for further expansion. “There’s no other direction to go,” Davis said, pointing to her store.
Top left: Darcy Johnson, co-owner of Conger Meat Market, pulls out jerky for a customer. Above: Johnson does bookkeeping for the Conger Meat Market, which has locations in Conger and Northbridge Mall in Albert Lea. Far bottom left: Johnson bags an order while visiting with customers. Left: Johnson weighs a customer’s meat before computing its cost. 2401 Bridge Ave., Albert Lea
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Page 2 • WOMEN IN BUSINESS • Albert Lea Tribune • Friday, October 28, 2011
Albert Lea Tribune • Friday, October 28, 2011 • WOMEN IN BUSINESS • Page 7
1st year of business going well for 2 Austin women By Amanda Lillie
amanda.lillie@austindailyherald.com
AUSTIN — When Lindsey Haney and Jill DeMeyer opened the Style Lounge Salon on Main Street in Austin last November, they had no idea how well the community would take to the business. Nearly one year later, both women are thrilled with their first year in business and hope to continue thriving. “It really has been an amazing journey,” DeMeyer said. “Our guests have been so amazing and supportive throughout this whole ordeal that we wouldn’t be where we are today without them.” Much of the salon’s success can be attributed to the salon’s styling team, which includes Haney and DeMeyer along with four other stylists and one associate. Haney said everyone who works there is passionate about their work and has a good work ethic. Not to mention, guests have been loving the modern decor and atmosphere of the salon. When Haney and DeMeyer started carrying Bare Es-
centuals makeup, the president of the company said their salon looks like it belongs in California. “When they came back and were overwhelmed with a rural Minnesota town having such a modern and different look, it was a great compliment,” DeMeyer said. “We work in an atmosphere where we feel like everybody in here is a superstar, so it’s really fun.” “We get the comment that ‘this doesn’t feel like Austin’ a lot,” Haney added. Haney said she and DeMeyer are constantly training their staff, which can be a rarity among salons. They are currently training their associates in a program that is similar to a master’s program. “We’re constantly doing education,” Haney said. “You’re not required as a stylist to have continued education, which is kind of sad.” As the Style Lounge Salon celebrates its first birthday, Haney and DeMeyer are happy with their success thus far and excited about what the future might hold. The salon has room for 10 more stylists than it currently has, and
Tribune file photo
Jill DeMeyer, right, and Lindsey Haney opened the doors last November of The Salon Lounge, a full service hair salon, on Main Street in Austin. Haney said they’ll likely fill those slots “I feel like Austin has this really eventually. strong support for small businesses, The salon is also offering a special and there’s camaraderie between first birthday promotion starting small business owners in town,” Nov. 1. For $15, customers can buy a Haney said. “I’m ecstatic about how “birthday card” from the salon and get things have gone so far. It was really $110 worth of products and services. overwhelming at first, but I definitely “We can’t believe that it’s already feel more confident than I did a year been a year,” DeMeyer said. ago.”
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While raising children, many women find themselves looking for a solution in which they can work, while still being involved in their child’s life. This may be one of the reasons for the rising trend of successful “mompreneurs” — women starting and running their own businesses, often from home. There’s no need to choose between being a parent and running your dream business. Female entrepreneurs have been phenomenally successful in the recent past, with more than 8 million women-owned businesses in the United States. This trend doesn’t seem to be a blip on the radar; in fact, women entrepreneurs are poised for continued growth over the next few years. Women entrepreneurs in the United States will create more than 5 million new jobs by 2018, which is more than half of the new jobs the Bureau of Labor Statistics expects to be created over that time, according to the Guardian Life Small Business Research Institute. When women do make the leap to start their own businesses, research shows that they may be more successful than their male counterparts. The Institute also found that female small business owners may succeed because they are more engaged in strategic facets of their business, more committed to creating opportunities for others, and more customer-focused than their male counterparts. Becoming a mompreneur is exciting, but your dream business won’t start itself. BizFilings, an online incorporation provider, offers the following business tips for mompreneurs, both aspiring and current. Start a business that lets you follow your passion. If you plan a business around a hobby or something you enjoy, work can be fun, and you may
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not mind putting in the extra hours it will take to make your endeavor successful. BizFilings has helped over a million entrepreneurs start a business, and has incorporated businesses large and small, from fabric stores to Facebook. Starting your business gives you the freedom to choose your dream job or something that lets you spend more time with your family. • This past year saw continued growth from “digital moms,” or women bloggers, turning their blogs into businesses. If you have a blog, you can draw revenue from companies who agree to advertise or promote their products or services on your blog, turning something you love into a successful business model. • If you have a soft spot for our four-legged friends, consider capitalizing on the millions people spend each year on their pets. Start a pet care business for busy pet owners who don’t get a break in the day to take Fido for a walk. If you’d rather take your pooch to work, opening your own pet store (or pet bakery, a rising trend) can give you that flexibility. • Starting your own bakery or restaurant may seem daunting — but a food truck presents a unique opportunity to break into the food industry. Food trucks are popping up in cities nationwide, with Americans embracing the trend of mobile eating. Serving everything from crepes to cupcakes and sushi to sandwiches, this trend may be perfect for food-fueled entrepreneurs. Create a business plan that works for you. This can be one of the most important first steps to starting a small business. Business plans aren’t tailor-made — everyone considers different things to be important. Use the Small Business Administration to help you write yours by visiting your
local chapter or by using the resources available on www.sba.gov. Consider incorporation to protect your family. When you’re starting up a business, you may have to rely on your family’s savings to get the business off the ground. Incorporating your company can protect your family’s assets and savings by providing a layer of liability between your business and your savings. If anything goes wrong, your family’s home, vehicles and even your child’s college fund could be at stake — but not if you’ve incorporated. Incorporation can also grant you a better financial foundation when getting your business off the ground. Women are more prone than men to finance their business on credit cards — a risky gamble that often backfires with bad credit and steep interest charges. Getting a loan from a bank is a much savvier business decision, and incorporating your business can be a
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October 31
crucial factor in showing the bank that you take your business seriously. “If you have a dream business, we’ll incorporate it — it’s that simple,” says Karen Kobelski, mother of two and a member of the leadership team at BizFilings. “And as a supporter of mompreneurs, we help our customers pick the business structure that’s right for them and their family.” Becoming a mompreneur can have many benefits other than spending more time with your kids. Working from home can come with its own set of tax breaks, as long as your designated home office meets certain specifications. The government also provides specific programs to help women entrepreneurs, including grants and loans as well as specific contract work not available to other entrepreneurs. To find out more about government assistance for entrepreneurs, visit the SBA’s website, www.sba.gov.
Page 8 • WOMEN IN BUSINESS • Albert Lea Tribune • Friday, October 28, 2011
From retail to long-term caring
By Sarah Stultz
sarah.stultz@albertleatribune.com
After Albert Lea resident Shelly Woitas graduated from college in sales and marketing, she worked in retail for several years. But when she started having a family, she said, she realized retail hours didn’t mesh. She began to look for something else that fit better with their lives. Though she never saw herself working in a long-term care facility or with older people, she said she was caught by surprise when she found Oak Park Place. “I had never been here before,” Woitas said of the facility. “I remember thinking, this is a hidden secret in Albert Lea.” Now, seven years later, she’s still at the facility on Bridge Avenue and works as the business and marketing coordinator. “I really enjoy it,” Woitas said. “I have the fun part, getting to chat and see the residents every day, getting to know them.” As marketing coordinator, she also
works with people who are interested in moving to the facility, gives tours, sends out information and does some advertising. For the business part of her job, she’s involved with resident billing, some human resources work and insurance paperwork for the employees. “In this job it’s more emotional or personal than others,” Woitas said. “When people come here they’re at their wits’ end. I listen to a lot of stories, a lot of sad stories. “Some days can be very emotional, very draining.” Regardless, she said she loves helping people. Sometimes, she also gets assigned other miscellaneous tasks, making her a jill of all trades. “We’re a small community here, so we kind of wear a lot of hats,” she said. “Every day is different. Today, I was moving furniture; tomorrow I might help with a resident party. You never know what you’re going to do. That’s what I like about it.” As a single mother of two boys, Aaron, 17, and Andy, 13, she said she
Inside: • An Albert Lea woman speaks about being a small business owner • Visit Darcy at Conger Meat Market • An Albert Lea woman enjoys the long-term care industry
Sarah Stultz/Albert Lea Tribune
Oak Park Place Business and Marketing Coordinator Shelly Woitas stands in front of a fireplace at the facility Oct. 21. Woitas has worked at Oak Park Place for seven years. typically works traditional hours, sphere,” instead of one with stark but she noted the company has been hallways and intercoms, has 49 flexible with her and her sons’ schedresidents. ules, allowing her to take time off for She said the Oak Park Place staff appointments and then come in at pride themselves on quality one-ondifferent times if needed. one resident care. The facility, which she describes When she’s not at work, she enjoys as a “cozy, warm, home-like atmoreading, decorating and camping.
Oak Park Place can be found at 1615 Bridge Ave., Albert Lea.
Thursday, October 20, 2011