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Photo: Jacob Lund, YFS Magazine, Adobe Stock

Co-Founders Share Practical Advice for Female Entrepreneurs

So you’ve decided to become an entrepreneur. You’re in good company.


So you’ve decided to become an entrepreneur. You’re in good company.

Andrea Urioste and Charlotte White, Co-Founders of Long Island, New York-based Wonder Integrated Group are two of the “more than 11.6 million firms are owned by women, employing nearly 9 million people.” Andrea and Charlotte started their successful marketing-communications firm over six years ago. Here’s a look at practical advice they’ve learned along the way that can help up-and-coming female entrepreneurs.

 

1. Believe in yourself

Photo: Andrea Urioste, founding Partner and President of WonderIn Group | Courtesy Photo
Photo: Andrea Urioste, founding Partner and President of WonderIn Group | Courtesy Photo

First and foremost, believe in yourself because then there will be very little that will matter about what anyone else says or does.

You should always be your biggest cheerleader. It’s also okay not to get it right the first time and fail again before you get it right – it’s through these failures that you will gain far more experience and resilience that you will need to succeed in business.

 

2. Build relationships

Building relationships is not just building profitable businesses. Getting to know your clients and partners on a personal level (whether it’s a birthday or the graduation of their child) goes a long way and makes your relationship that much more meaningful beyond doing good work. It creates a bond and trust. Our industry is extremely competitive, and you’re not only competing with other small agencies like yourself, but also the big established ad agencies that have been around for years.

 

3. Be quick to ‘fire’

Photo: Charlotte White, co-founder and CEO of Wonder Integrated Group | Courtesy Photo
Photo: Charlotte White, co-founder and CEO of Wonder Integrated Group | Courtesy Photo

Move away in time from what’s not working or anything that is not sitting right with you. Don’t let it linger. That goes for employees or clients that you just don’t jive with.

The pain and agony are only prolonged after you “umm and ahh” your way through giving them multiple chances. We are all about maintaining healthy relationships.

Think about it like ripping off a band-aid: it might sting a bit at first, but you’ve got to get it off quickly so it can start to heal.

 

4. Go balls out

Legit. There is no half-assing anything when you own your own business because there is nowhere to hide. When you decide to do something, make sure you execute that thing with all the love, passion, and enthusiasm that your little body can muster. There is just no point otherwise. You’ll only look back and regret that you didn’t give it your all. Plus, your “own” will be the edge you need to compete above the rest.

 

5. Stay level headed

When you are invested in your employees, you must remember they are human and business people second. Emotions can get involved and feelings hurt. Especially when you want to flip out, cry and scream if something goes wrong! But as much as you want to, you can’t. Also, don’t fall under their emotions. You have to reflect on your strength at all times (even while you listen and make adjustments). You’re the professional; you know what’s best. Reflect on your confidence throughout.

 

Wonder Integrated Group creates meaningful marketing campaigns for brands looking to have a positive impact while outsmarting not outspending the competition. Andrea Urioste, founding Partner and President of WonderIn Group, is a dynamic, award-winning, and passionate international marketing professional with over 20 years of agency and brand experience. She has spent the majority of her career working at start-ups, helping in the development of integrated marketing strategies for some of the world’s largest brands. Charlotte White is a serial entrepreneur, mother, and passionate yogi. Her career trajectory exploded when Charlotte left the big box agencies, BBDO and Grey, and took the leap into business ownership, co-founding the award-winning mission-led marketing media agency Wonder Integrated Group.

 

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Photo: Jacob Lund, YFS Magazine, Adobe Stock
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