Fifty percent of American corporations still spend less than 3
percent of their purchasing dollars with businesses owned by women,
according to a Center for Women's Business Research study. Will
things ever change? "It's going to take a general
education campaign," says Susan Phillips Bari, president of
the Women's Business Enterprise National Council (WBENC) and
sponsor of the study, "We all live within comfort zones. Most
purchasing offices-in business and in government-tend to do
‘business as usual.'"
To help educate corporations, Bari says, "every single
woman business owner should be aware of what is going on in the
[subcontracting] market and do what she can to provide information
to clients she deals with about the benefits of buying from women
and minority-owned businesses." WBENC does this through its
annual search for "America's Top Corporations," which
recognizes corporations that do business with women-owned
companies.
Another powerful way to turn corporations around, suggests Bari,
is to "vote with your checkbook." Before buying phone
service, Internet service or even office supplies, investigate the
company's purchasing policy. Do they buy from women-owned
businesses? If not, find a company that does.
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Perhaps the best way to promote more contracting opportunities
for women entrepreneurs is to land a corporate contract yourself
and prove how well you can deliver. Bari says becoming certified as
a Women's Business Enterprise (WBE) is the first step women
business owners can take to get into the contracts arena with major
corporations. (WBENC provides certification for firms that are 51
percent owned, managed and controlled by women.) She also cites
networking, attending trade shows and being visible on a local,
regional and national level as key ways for female entrepreneurs to
prep their companies for corporate contracts.
Once you've developed a relationship with a corporation,
make referrals for other women business owners, and act as an
advocate urging the corporation to consider more women-owned
companies as suppliers.
"Most purchasing
offices - in business and in government - tend to do
‘business as usual.' "
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Support System
"Like going to business school on your lunch hour" is
how founder Marsha Firestone describes meetings of the Women
Presidents' Organization (WPO), a national organization for
entrepreneurial women whose companies gross more than $2 million
annually (or $1 million, for service-based businesses).
While working for a women's business organization, Firestone
noticed there were many support networks for start-up women
business owners, but few for established women entrepreneurs.
"There was a need for a peer advisory group that focused on
both business and personal development," explains Firestone,
who founded the WPO in 1999 in New York City.
The more than 25 chapters nationwide-in cities including
Atlanta, Denver, Oklahoma City, San Diego and Seattle-meet monthly.
Each group is limited to 20 women presidents, who set an agenda
that allows them to bond and work together as a peer advisory
group. There are also annual conferences and a monthly
newsletter.
"I leave the [WPO] meetings feeling like I can accomplish
anything! And I walk away with much valuable information,"
says Debra Phelan Hoffman, 42-year-old owner of System Office
Products Inc. in South River, New Jersey. Hoffman especially
appreciates the moral and technical support the group offers.
"This is not a shy group. Everyone has stories and experiences
to share. And since it's confidential, everyone feels that
candor works best." For more information on the WPO, visit
www.womenpresidentsorg.com or call (212)688-4114.
Aliza Pilar Sherman is an Internet pioneer, netpreneur,
speaker and author of the book PowerTools for Women in Business: 10 Ways to
Succeed in Life and Work.
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