April 3, 2008

Not just cookies

Girl Scouts focus on succeeding in the business world

By Lorraine Gabbert
Staff Writer

Selling cookies isn’t the only way Girl Scouts are pursuing their entrepreneurial spirit these days. Many local Girl Scouts recently attended a workshop, “Your Own Business,” at Castillero Middle School, which featured professionals ranging from photographers to physical therapists who shared their expertise about the business world.

The business workshop taught Girl Scouts the keys to a successful business. Photos courtesy of Connie Ledna

“Your Own Business,” provided a crash course in starting and running a business, ranging from career exploration and the interview process to advertising and marketing. Guest speakers, interactive discussion, design projects and role-playing kept the event lively. In addition to providing a glimpse into the business world, the experience was a prerequisite toward achieving the girls’ organization’s highest honors, silver and gold awards.

The girls said they enjoyed analyzing advertising and creating their own ad campaigns and utilized their creative sides to develop marketing plans, self-promotional brochures and resumes. In addition, they were given a taste of the interview process by being interviewed by an array of business professionals.

Owning a business
One of the guest speakers was Kathy Johnson Wesolowski, a physical therapist and owner of BEST Physical Therapy, who loves her career. “I get to help people get back to doing all the things they want to whether its running a marathon or holding a newborn baby.”

Owning her own business has “allowed me to develop my areas of interest,” she says, “and have flexibility in my schedule.” She told the girls what it takes to run a business, including creating a business plan, paying for overhead and attracting and billing clients. “If you’re considering going into a health profession, I strongly recommend physical therapy.”

Girl Scouts display advertising campaigns promoting photography (above) and cake baking (below). Photos courtesy of Connie Ledna

Award-winning photographer and owner of Signature Images, Lori Rose, believes that owning your own business is about control as well as following your passion. “I love what I do,” she said. “I wake up and I’m happy to go to work. Life is too short to have a career you don’t like.”

Outdoor photography suits her independent nature. “My business is never the same. I’d be bored otherwise.” Her clients come through word of mouth, she says. Her biggest challenge is getting people to see her work. “Treat every client like your business depends on them,” she said, “because it probably does.”

Take a course
Business courses are essential for anyone interested in starting their own business, she told the girls. “If you don’t know how to run a business, you’ll go broke. If you know how to market properly, you can make a good living.”

She suggests interning to see what working in a field is like. She finds her career totally rewarding. “When I take a picture of a mother and child, and when the mother sees it and it brings tears to her eyes—that’s the beauty of photography.”

Corinne Phipps is an image consultant and owner of Urban Darling. She turned her passion for fashion into a business as a personal stylist. In addition to catering to women, Phipps, through Urban Hunk, helps men choose clothing to enhance their look.

Phipps traded a successful career in magazine advertising sales to be her own boss. Unsure of what she wanted to do, she met with a business consultant, who encouraged her to incorporate her sense of style into a business. “Do a job you enjoy,” she said. “If you’re passionate about it, you can probably make a business out of it.”

“These guest speakers made starting your own business seem possible,” said Kayla Barekat. “They showed the benefits and disadvantages of having your own business and made me consider the impacts of both on my social and family life.”

Entrepreneurs from photographers to physical therapists shared their expertise with Girl Scouts at “Your Own Business” workshop. From the left are three of the workshop speakers, Kathy Johnson Wesolowski, Lori Rose and Corinne Phipps, who discussed owning your own business.

Marketing
Dorcas Kelley, management consultant and owner of Clarity In Action, works with high achieving leaders, entrepreneurs and organizations to help them improve their businesses and reach their goals. During the workshop, she illustrated the aspects of advertising.

“Advertising is all around us,” she said. “It helps companies sell more products and portrays what it would be like to own that product.”

Kelley helped the girls develop a critical eye for advertising. She had them design an advertising campaign around a product or service.

Developing and marketing a product was Lauren Almeida’s favorite part of the workshop. “My group created a rap for the world’s first flying car,” she said. “We created versions from the 1960s to futuristic models.”

She found learning to make an effective ad fascinating. “I didn’t realize how much went into the process,” she said. “Overall, the workshop was very effective and above my expectations. I didn’t know I would learn so much.”

Caroline Ledna also enjoyed the experience. “We learned what goes into an ad to make someone want to buy a product,” she said. “My group analyzed a hair style ad showing beautiful people. The message was, ‘Use this and you’ll look pretty.’”

During their business workshop, the Girl Scouts chose a product or service to sell and designed an advertising campaign around it. Photos courtesy of Connie Ledna

The interview process
Renee Conmy, an employee relations manager with Apple Computer, helped the girls prepare for a job interview.

“Before going for a job interview,” she said, “look at the company and what they do or sell. Make sure it’s a company you would like to work for and do your research so you’ll seem knowledgeable.”

Conmy suggested the girls prepare answers in advance to likely interview questions, such as why they would want to work for the company. “If you’re prepared,” she noted, “you won’t be as nervous.” She reminded the girls to bring their resume and pertinent information, be at their best, arrive at their destination early knowing who to meet, and above of all, to have confidence.

“Make a good first impression,” she said. “Show you’re on top of things and want the job.”

The one-on-one interviewing experience was effective for Ledna. “We learned how to hold ourselves, what to wear and how to act during an interview,” she said.

Almeida also found the experience worthwhile. “It was fun and empowered us as girls,” she said. “We don’t have to be followers. If we want to provide a service, we were encouraged to go for it and not wait for someone else to do it.”

“I thought the girls got a lot out of the program,” said workshop coordinator and Girl Scout Troop Leader Connie Ledna. “It opened their eyes to aspects of the business world and prepared them for job interviews. They came in to do something that was a requirement and left feeling inspired.”