Military Entrepreneur Magazine Fall 2021

EDITORIAL AND PRODUCTION

CEO and Founder | Stephanie Brown

Managing Editor | Tricia Ross

Distribution | Jennifer Jordan

Production Editor | Lura Poggi

Contributors:

Cathy Murphy

Michelle Penczak

Colleen Salchow

Monifa Caines

Heather Hathaway Miranda

CEO'S CORNER

It’s that time of the year when we say goodbye to Summer, kids go back to school and we prepare for the holidays. Some military families experienced their first - or umpteenth PCS and hopefully, all went well and things are settled!

2021 has been an epic year of growth for Team Rosie. We were honored to provide our national awardwinning Service2CEO program to more active-duty, veterans and military spouses than any previous year. Rosie worked with and graduated amazing cohorts in partnership with the Elizabeth Dole Foundation Alumni and the Wounded Warrior Project

In our previous issue, we ran a story about military kid entrepreneurs. The response was so positive, our team developed and launched the Military Kidpreneur Summer Camp. Having the opportunity to meet and work with these future business owners was incredible and inspiring! Our military kids are the best!

Our sister non-profit, the U.S. Military Spouse Chamber of Commerce, kicked off 2021 with a splash on the cover of Military Families Magazine and launched the first-ever industry-standard certification for military spouse-owned enterprises. Today, we have over 500 members!

I’m excited to share that Rosie’s List (www.RosiesList.org), where The Rosie Network journey began almost a decade ago, is undergoing a complete transformation. Next year, Rosie’s List will include an eCommerce function! We will continue to include service-based companies, but soon, our members will be able to sell their products directly from their free profile page on Rosie’s List.

We hope you enjoy this issue and will take the time to connect with some of the veteran and military spouse small business owners featured here.

Together We Can Do It!

Veteran Spouse CEO & Founder, The Rosie Network

Photo by Trish Alegre-Smith

As Seen In

Previous Awardees

Alan Lerchbacker, Naval Coating, Inc.

Brian Raduenz, AEVEX Aerospace

Alex Cameron, Signature Social Marketing

Scott Tucker, US Vet Wealth

Tony Teravainen, Support the Enlisted Project (STEP)

Jennifer Crawford, Cubic Corporation

Jeff Davids, Smart Money Ventures

Shirley Walker-King, SWK Management & Consulting Services, LLC

Jim Fitzsimmons, SCORE Chapter #0140

Elizabeth Valenzuela Banker, Shore Solutions

Lindsey Litton, MilHousing Network

Richard Pascoe, Apricus Biosciences Inc.

Eric Venn-Watson, Epitracker, Inc.

David Charbonnet, VIP NeuroRehabilitation Center

Erika Garcia, Mad Science

Libby Jamison & Josie Beets, MissionLICENSE

David Beadle, DHBeadle Consulting

Jaden Risner, Family Proud

Maria Provencher, Operation Doula

Jonathan Dickerson, God.Country.Rustic

Michael Malott, Veterans Green Projects

Travis Arnold, Caisson Shaving Company, LLC.

Michael Johnson, Premier Mechanical Group, Inc.

Jen Amos, Holding Down the Fort Podcast

Vernice Armour, VAI Consulting and Training, LLC

Erica Beal, AVIVV

Maya Edinburgh, MET Speech Therapy

David Johnson, The David Johnson Show

Chris Kaag, IM ABLE Foundation

Joe Klimek, Sport Clips Haircuts

Paul Saopek, Advint

April Wilhelm, Stay At Home Profit

.

"As the country took its twists and turns into the 2020 COVID Pandemic and political riots, my heart was burdened with the desire to do something positive and productive to make a difference I was so used to hosting gatherings to connect communities around a common goal of creating healthy habits, but in-person events came to a screeching halt! What can I do to impact people with my mission still to inspire healthy living?

My husband and I were sitting on a beach during a weeklong RV getaway, talking about our future

Our youngest child had graduated from high school and was preparing to leave for college out of state We talked about our goal to move back to Texas to build our dream home after retiring from the Air Force

COUPLES QUEST

B

y C a t h y M u r p h y

We believe our 30 plus years of marriage and military life taught us to be adaptive, resilient, and productive entrepreneurs

My husband, Rick, went from flying heavy cargo planes to a senior Air Force headquarters position at the Pentagon to Government Contracting in the post-retirement corporate world. Transitioning to his own consulting business has given him the freedom to pick and choose who he serves when he wants to work and how much time he wants to commit to work versus play. As for me, I LOVE my new LIFE! I LOVE the freedom to travel, see new places, visit family and friends while building my health & wellness coaching business from the road

Take a peek into a day in the life of budding artist Stella Young, and how she improves her craft

I have spent the better part of the year investing in personal and business coaching. I am gaining clarity about my life goals (to travel and spend more time with my husband, family, and friends) and my business goals (to help people LIVE a LIFE that they LOVE by creating Healthy Habits) The biggest clarity I have discovered for me was that I needed to develop a process and a system that would allow me to step into my personal and business goals and navigate them seamlessly to inspire others to do the same.

I am deeply committed to investing in this process and so grateful for the opportunity to LIVE this DREAM that many have told me is their dream too. I’ m here to say, YOU CAN DO IT, and I’ m here to HELP YOU!

Cathy Turner Murphy is a former Labor & Delivery Nurse She became a Health Coach after witnessing the benefits of focused health coaching that helped her son wean off seven medications prescribed for allergies and asthma Her passion is to help others realize how powerful food and lifestyle habits can be in preventing and reversing disease Health is WEALTH and the foundation to LIVING a LIFE that you LOVE

For information on how Cathy can help you LIVE a LIFE that you LOVE by creating Healthy Habits, visit https://healthylivingnavigator com/shred10 For more information about Rick and Cathy’ s RV Life or Consulting from the road, email them at murphysonthemove@gmail com

Coming Soon

HolidayBuying Guide

AAFES Veteran Business

Sidney Lance, Army Veteran, Founder of Rhoot Man Co, LLC ,

'I want to say thank you to Veterans Grow America and The Rosie Network for allowing me to be part of the Veteran Business Expo. It was truly a blessing to be around so many veteran entrepreneurs I have missed the camaraderie, brotherhood, and family that I had while serving This event gave me that again I learned a lot from so many Thank you for feeding my soul and giving me the much-needed energy to continue my road to success

Bethanie Pitsky, US Navy Veteran, Founder and CEO of Lady Vet

'Being a vendor in the Veteran Business Expos has been life-changing for my business, and it kept us from folding during the pandemic. I also love working side by side with other Veteran and MilSpouse owned businesses who are passionate about something and want to share it with the world I am deeply grateful to The Rosie Network and Veterans Grow America. None of this would have been possible without their dedication and commitment to help small Veteran and

owned businesses succeed. "

Upcoming Expos

Saturday, October 16, 2021 9:00 AM 4:00 PM

MilSpouse

Business Expo, MacDill, Tampa, FL

Saturday, December 11, 2021 9:00 AM 6:00 PM MacDill Main Exchange

MARKETING AND SOCIAL MEDIA MANAGEMENT

By: Michelle Penczak

Marketing and Social Media Management are two areas that can honestly be a bit overwhelming. There are so many different avenues to dive into with each one Along with the various avenues, you’re going to get a million other pieces of advice from great marketers to not-so-great marketers.Marketing should be about teaching people something of value. The more significance people learn from you, the more they will look at you and your brand as a trustworthy resource Social Media Management develops, implements, and monitors an online presence strategy for a persona and brand The best piece of marketing advice I ever received was teaching people and being authentic in the process People can spot someone blowing a load of smoke a mile away You do not want to be that type of marketer. You want your brand to be reliable, trustworthy, and genuine With both Marketing and Social Media Management, there is a process for developing your plan of success.

A BASIC OUTLINE OF HOW TO GET STARTED WOULD INCLUDE THE FOLLOWING:

Determine who you are teaching and who is your target audience.

What does your ideal customer or client look like? The more specific you can get, the better you can target your audience A good starting point is the age, location, and interest range of your current customer base

Decide which platforms you will operate on.

Not every business is destined to operate at peak quality on Pinterest, Facebook, LinkedIn, Instagram, and Twitter I would start with 3 to dedicate to yourself and your audience However, keep in mind that goods and services tend to do better on platforms such as Instagram and Pinterest versus relationship-based platforms like Twitter and LinkedIn.

Develop your strategy.

What are your goals?

Are you looking to gain more followers?

Is it telling your brand story?

Is it finding new customers?

Be sure to set a goal to go hand in hand with your strategy for each platform I’m also a big fan of setting number goals each month

Plan your content.

What you post on Facebook isn’t going to be the same as Twitter or Pinterest. Make sure that you are crafting the narrative and tailoring it to your audiences on those respective platforms. Create a content calendar each week or each month Stick to it That means blocking the time on your calendar to create the content as well

Engage with your audience.

One of the biggest mistakes I have seen is brands not engaging with their audiences Liking comments, responding to them, and following up with messages keeps those comments and messages coming week after week. If you don’t respond and engage with your audience, they will begin to think of you as another stuffy marketer and eventually stop commenting and liking your content. People will engage with your page more if you engage with them. Be personable and ‘approachable’ to those to whom you are marketing

Track and monitor your performance.

This is your data, the numbers that prove all of your efforts weren’t in vain If you don’t track and monitor your progress, you will never be able to tell what is working and what isn’t This includes everything from engagement rate to amplification rate and everything in between Tools like Minterio and Hootesuite will automatically pull this data for you on the linked platforms.

The best piece of advice I can personally give you when implementing a new marketing or social media strategy is to not give up. It’s really easy to get bogged down in the numbers when you feel like you’re giving everything you’ve got and the numbers don’t reflect your efforts.

Whenever you feel that way just repeat the word ‘yet’ to yourself over and over for a few minutes Trust me, I know it sounds crazy but it works You will get those numbers to where you would like them to be but it will not happen in a week and you have to be consistent with your process

Good luck on your journey!

Michelle Penczak, CEO Squared Away

Budgeting Isn't Just For Business

By Colleen Salchow

It’s easy to spend money on your business. There always seems to be something that needs updating on your website, a new trend to learn how to use your social media and different ways to network with other professionals and connect with your ideal client. As business owners, we use profit-loss sheets to track our income and expenses. However, are you applying that same mindset of tracking your money in your personal accounts?

Full disclosure; I’m a personal financial coach. Teaching my clients how to create a plan for their money and fund their future goals is why I started my business. My husband, Richard, and I were married in 2011, and shortly after our wedding, we realized that we had $9 in our checking account, $100 in our savings account, and $60,000 in debt. We took a personal budgeting class at Marine Corps Air Station in Cherry Point, NC, and we learned how to use a budget for our money. We also learned how to talk about our finances and create our money goals. Within two years, we had paid off all our debt and have used a budget ever since.

Understanding where our money is, how we’re spending it, and why we save it has empowered our family to make decisions. If talking about money with your spouse feels awkward, it may be because you were not taught how to discuss the topic as kids. A 2019 study from Boeing Employee Credit Union, BECU, found that only 28% of parents talk to their kids about money. Richard and I spent about five months learning how to use a budget. Typically, to develop any new habit takes 90 days. By understanding our family’s goals for finances, objectives for family time, and priorities for our children’s education, we have been able to adapt to the changes that have taken place since March 2020.

Budgeting Strategies For Families:

1. What is your income? Knowing how much money is coming in each month is essential for understanding how much you can spend.

2. List all of your non-mortgage debts. We had a car loan, student loans, and credit card debt in 2011. After we added everything up, I cried. The number was significantly more than we earned that year, but it was the wake-up call to start tracking our money. By knowing exactly how much we owed empowered us to make a plan.

3. Create a budget. There are several different ways to do this. There are apps, digital spreadsheets, and good old fashion paper ledgers to write in with pencils. We started using a budget before we both had a smartphone, so we still use an Excel spreadsheet to this day.

Regardless of what tool you use, documenting every purchase and updating the budget consistently are essential steps for understanding your finances. Richard and I set aside time each week to go over the budget together, and our kids hear us talking about our finances. That’s part of how we’re teaching them to use money. By tracking your finances, you see where your money is going, which will encourage you to say “No” to any purchases. We have a choice to make if money hasn’t been set aside for fall candles, a new bike for our daughter, or an impromptu dinner out. Either move the purchase to next month’s budget or move money around in the current budget.

By tracking your finances in your personal account, you will be more confident to direct money towards the goals you have set for your family. Just like business owners look at their revenue to determine what investment to make next in their business, you should similarly view personal finances.

Colleen Salchow Owner, Salchow Coaching

For more information on personal budgeting, follow me on Instagram and Facebook @salchowcoaching. You can also schedule a free consultation to learn more about how I work one-on-one with individuals and families on my website, www.salchowcoaching.com.

PLANTING SEEDS FOR CHANGE: TRANSFORMATIVE CHANGE WORK

BY: HEATHER A. HATHAWAY MIRANDA, M.A.

During my kindergarten Thanksgiving art activity, I experienced a profound emotional, intellectual identity challenge through pilgrim hats vs. Indian headdresses; since then, I've been keen to question relationships. What do race, ethnicity, skin color, and difference mean to me? How do I see others as equal? Do they accept me as equal? Why aren't all spaces welcoming to everyone? After years of being an educator & researcher, I now do consulting work through Hathaway Miranda LLC; some fundamental threads persist, such as the need for acceptance. After participating in a Hispanic leadership program, I realized extreme differences exist within my diverse community. Still, we can ask, "Where is our common ground?" and "How can we connect authentically?"

My life's journey has afforded me many human interactions on many continents, cities, and spaces. Generally, I am a social person and appreciate helping others; I feel deep satisfaction and growth. The pain and prejudice experienced through marginalization, oppression, and discrimination as a person of color pushes me to be curious and ask why people think and act as they do. I learned early to use my bicultural identity, and now bilingual tongue, to bridge humans with one another.

As a consultant, motivational speaker, and racial healing practitioner, I am informed by profound, non-visible aspects of my identity--being a survivor of domestic violence, a former caregiver of an elderly parent with cancer, a mother through pregnancy loss, a military spouse, a child of an alcoholic parent, a family member of four generations of military service, and a first-generation college-degree recipient. Rejecting microaggressions, xenophobic energies, and actions, and reclaiming the colonizer's language of Spanish and sharing about them in my consulting work through storytelling is empowering for my clients and myself. When I claim space and voice and encourage other survivors of oppression and marginalization to do the same, we all grow in strength and determination.

No matter how my business or personal day may unfold, I always have the following goals:

To help improve humanity by doing healing work (from racism and other traumas)

Build deeper levels of collective compassion and empathy

Do my diligent part to eliminate '-isms' Plant seeds for positive change

Help improve humanity by doing healing work from trauma

Storytelling and speaking my truth, sharing my testimonios and my narrative about ways that I've been marginalized and have grown in strength and wisdom helps multiply my capabilities. It opens me up to holding growth space as I try to radiate positivity and healing to those around me through my work. Author Bell Hooks believed we should not ask students to do things we are not prepared to do ourselves. Through Hathaway Miranda LLC--as a DEI and educational consultant, a racial healing practitioner, motivational speaker, and a facilitator of difficult dialogues--I live this and I ask my clients what I am trying to do myself---actively pursue healing from systemic oppressions. If I don't do the hard work to heal and be vulnerable to talk about that healing, I cannot expect and honestly advise others to do the same.

Build deeper levels of collective compassion and empathy

As a society, we came to see the disease of racism when we, as a nation, witnessed what happened in the streets and on social media during this pandemic. Historical truths were revealed through video/audio recordings, such as the tragic death (homicide) of George Floyd. The pain and trauma of the racial climate have brought the need for conversation, connection, healing, and change to the forefront for businesses, communities, and individuals. Writing a diversity statement is not enough for an entity or individual; one must embody collective compassion beyond their comfort spaces. My commitment to compassion and empathy means an ongoing commitment to myself and fellow human beings to ask open-ended questions, listen fully and empathetically, and assume I always have more to learn. It can be tiring and draining at times, and I know my commitment to the work is also a commitment to mindfulness, laughter, connecting with nature, and collective care. The social justice work related to inclusion, equity, and the diverse ways we differ has roots in my ancestors. I am honored to do the healing work through my business with my clients as we look back and learn from the past while walking forward.

Do my diligent part to eliminate '-isms.'

To be an effective leader and consultant, I constantly need to confront my own biases and prejudices and take action against embedded attitudes and systems rather than being neutral. I must look within and review my thoughts, behaviors, choices, and spaces where I go. I must remind myself that I do not know everything. I have made mistakes and definitely will continue to make more. There are so many aspects of identity to which we can attach -ism, and it's another realm of oppression. The obvious interacting and overlapping systems of racism, sexism, ableism, classism, and so forth and their interconnectedness is at the forefront of my work as a consultant.

Plant seeds for positive change

Planting a seed is not the only step to gardening, but without a seed, nothing grows. Many components matter--location, soil quality, required sunlight, water source & frequency, and surrounding environment. In thinking about the adversity faced when doing my DEI consulting and public speaking work, I'm reminded of a line from the rapper Tupac and a book that was a collection of his poetry. He described himself as the 'rose that grew from concrete. Planting seeds makes me think of all kinds of different things that can grow, but certainly, some of the most beautiful things can grow in the most challenging and unexpected locations.

I know that real learning, transformation, and healing come from a willingness to be vulnerable, admit missteps, be courageous in action and word, and offer support and forgiveness to others. No one is born hating. Fear and hate are learned behaviors. By introducing resources, having conversations, sharing my stories, and posing critical questions, I aim to plant seeds for positive change that leads to healing and transformation. I hope to be a positive influence yet only control my actions, efforts, and energy I bring to my personal and workspaces. I know you cannot change anyone but yourself. Having heart and soul conversations in my DEI consulting work is an important step, as is being critically self-reflective and recommitting to making change by building relationships with others to work in and live in more equitable and compassionate communities.

HEATHER ANA HATHAWAY MIRANDA SCHOLAR•ACTIVIST•SPEAKER

This question was posed to me at my first interview when I decided to leave the military and enter the civilian world I practiced for interview questions like this for days, and then, at that moment, I was stumped. I generalized my answer, trying to make myself sound like an All American Woman.

When I left the interview, I kept asking myself, “What am I passionate about?” I had absolutely no idea!

I was born and raised in Brooklyn, NY, to immigrant parents from Trinidad and Tobago. Growing up, I always wanted to help people, and I was fascinated with medicine, so becoming a nurse came naturally to me.

I attended Howard University in Washington, DC, and earned a Bachelor of Nursing degree After graduation, I was searching for a purpose I knew I wanted more than just going to work and coming home. I went with a friend to visit an Air Force recruiter, and after speaking with him about all the things nurses can do and the places they can go, at that moment, I knew this was my calling. .

Meet The Queen ofSpades Style

I spent almost nine years in the Air Force, working in various roles and locations. I loved being an airman and felt I was helping so many people and learned so much about myself, my inner strength, teamwork, and how much I can achieve with hard work

Before I left the military, I applied for several job opportunities, and I was getting interviews. I purchased a great-looking suit, slicked my hair back in a bun, practiced questions and answers, and walked into interviews knowing I was prepared. I was ready, but the one thing I did not practice or know after spending time in the military was what I was passionate about outside of the Air Force. The question of what am I passionate about seem easy, but at the time, I honestly did not know the answer to that simple question.

I worked for various Fortune 500 companies, and I was the picture of what people thought the ‘Company Woman’ should look like I dressed well, wore dark colors, and I even thought I had a permanent part in my head because of all the side swoop buns I wore all the time.

One day, I was about to make an appointment w hairstylist for a chemical relaxer, and then I put d phone. The previous month when it was applied, chemical burn, and I asked myself, “Why do I kee myself every month?”.

That was the moment I said I was not going to pu chemical relaxer in my hair and wear my hair nat deal with growing out the chemical relaxer in my braids in my hair and put the braids in a bun. I th looked fabulous! After having the braids in my ha weeks, I took the braids out of my hair and then a lot of gel so that I could comb it into a bun.

I went to work, and a manager walked by my des noticed I took my braids out I replied yes, and th stated, “Good, now you look professional ”

I heard other things about my natural hair, but I always maintained that this is the hair that grows out of my head, and it is so beautiful!

When I went to department stores to find hair accessories, I only found hair accessories for women with straight hair. My hair has a thicker texture and needs other types of accessories to accentuate it. I started making my head wraps, hair combs, ponytail holders, headbands, etc.

I loved the creativity of making my hair accessories and loved even more that people noticed my creations I became very passionate about hair, different textures, and the needs of the various hair textures I was so passionate about what I was creating and helping people, that I decided one day I would start my company, Queen of Spades Style, and embrace all hair textures My mission is to ‘Change the Narrative of what’s Beautiful.’ I make beautiful items for all hair textures, and I also have beautiful accessories that will not irritate the scalp for women with cancer and alopecia.

It took me years to realize what I am very passionate about, and as I get out there, meet people, help people, educate people and talk to people, my passion for Queen of Spades Style continues to grow more every day.

I am Monifa Caines, founder and CEO of Queen of Spades Style, and my passion is you and accentuating your authentic style with bold and bright accessories.

We are thrilled to announce this years small business owners, military-connected entrepreneurs and those that have made a difference in the community or have shown perserverance in the face of adversity.

Past Finalist Spotlight

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