Gayle Martz worked for years to solve a big problem for people
who want to travel with their pets. As founder of Sherpa's Pet
Trading Co., Martz not only designed stylish, lightweight,
ventilated pet carriers, but she lobbied hard to convince major
airlines to allow small pets to ride in the passenger cabin.
"I saw people squishing their animals into hard plastic
cases and came up with a great idea," said Martz, a former
flight attendant and passionate handbag collector. She designed the
first carry-on bag to transport her own dog, a Lhasa Apso named
Sherpa. Now the company manufactures several different pet totes
for use around town or in the air.
When she needed help to improve and expand operations at her New
York City-based company, she turned to Susan Stautberg, founder of
PartnerCom Corp. Stautberg, a former journalist and publisher,
creates and manages advisory boards for big and small clients. In
recent years, she's created boards for Avon, Avis, Swissotel
and Cigna. She's currently creating a special advisory board
for the United Nations. While the U.N. sought international
business leaders, Stautberg recruited a group of pet-loving, high
profile professionals to guide Martz.
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"The advisory board can be your trip wire," said
Stautberg. "An advisory board can alert you to new companies
anywhere in the world that can wipe you out."
Stautberg, whose clients fondly describe her as a "walking
Rolodex," first figures out what type of help a business owner
or executive needs to build their business. Then she handpicks an
experienced, prestigious group willing to work for a small fee and,
possibly, free products.
Martz said she needed financial guidance and a good public
relations strategy. So Stautberg recruited several high-profile pet
lovers, including public relations veteran, Lou Hammond, founder of
Lou Hammond and Associates in Manhattan.
"I wanted to support Gayle and what she does," said
Hammond. "I'm a great dog lover-I think dogs are better
than humans."
Hammond, who has a miniature Dachshund named Presto, suggested
Martz send New York gossip columnist, Cindy Adams, a bright red
Sherpa carrier for her dog. Even if Adams never mentions the bag in
her column, she probably uses it to tote her dog around town.
Hammond also provided Martz with an invaluable list of 75
journalists who cover dog-related topics. Hammond said she was a
natural choice for Sherpa's advisory board because promoting
pet-related stories is one of her personal passions.
"When we opened a hotel with pet menus, we got the biggest
(press) pick up in America," said Hammond.
Marsha Firestone, president of the Women Presidents'
Organization, a national group for entrepreneurial women; Amy
Kopelan, founder of Bedlam Entertainment, a conference and event
planning firm; and Carolyn Chin, an experienced media and
communications executive, also serve on Sherpa's advisory
board.
"The board has been a very good thing for me," said
Martz, who recently hired an operations manager. "Having an
advisory board makes you accountable."
Martz said Sherpa's Pet Trading Co., with eight employees,
will soon be marketing its bags to Europeans.
Susan Shultz, author of The Board Book: Making Your Corporate Board a
Strategic Force in Your Company's Success ($35,
Amacom), said having an advisory board is a "great first
step."
"An advisory board can focus on strategic issues and not
get mired in the details of operation," said Shultz, adding
that informal advisors are not liable legally or financially for
the decisions they help make.
But if you manage a rapidly growing business or are about to go
public, Shultz suggests forming a formal board of directors.
"We tend to think of boards for the Fortune 500, but the
real value is to smaller and family-owned businesses," said
Shultz, president of SSA Executive Search International in Phoenix.
"A good board is your best single strategic advantage. They
can help you avoid making fatal mistakes." A strong board of
directors may also open doors to your company. For example, Shultz
recently recruited the outgoing general counsel for McDonald's
to serve on the board of a small, New York Stock Exchange firm that
finances fast food restaurants.
"Now that board member is bringing the company to the
attention of McDonald's," said Shultz.
She said a strong board of directors may also help you attract
better employees and investors.
"Boards are a pivotal success factor for all companies,
especially small ones," said Shultz.
SUCCESS TIPS
Serving on an advisory board can also be good for your career,
according to PartnerCom founder Susan Stautberg.
Here are some good reasons to participate:
- Serving on a board can build your network with access to
experienced and articulate leaders.
- Board participation can help you innovate, which can create new
wealth for the company and individual.
- Serving on an advisory board can be more stimulating than a
corporate board because members are chosen for brainpower, not
position
- Advisory board membership can build relationships with
decision-makers at the company.
- Advisory board membership may increase your comfort level if
you are chosen to serve on a corporate board.
For a free copy of Jane Applegate's Small Business
Owner's Check Up and other resources, send your name and
address to: Check Up, P.O. Box 768, Pelham, NY 10803.
Jane Applegate is a syndicated columnist, author and founder of
Small Business
TV, a global network for entrepreneurs.