Business summit breaks boundaries
‘Women in Entrepreneurship’ panel offers advice

By Scott Nicholson

The seventh annual Carole Moore-McLeod Entrepreneur Summit at Appalachian State University brought out the handbags, big dreams and down-to-earth business advice.

In the panel discussion “No Boundaries: Women in Entrepreneurship,” the theme was that women start more than half of all new businesses, and that instead of breaking the “glass ceiling,” sometimes it was simpler to work without a ceiling.

Carole Moore-McLeod, Robbie Sharrett and Linda Gilleland shared entrepreneurship ideas Friday at Appalachian State University. Photo by Marie Freeman, ASU News Bureau

New entrepreneur Bonnie Jesseph’s WINOS is about laughs and drinking, as her brand logo is a woman diving into a wine glass. She decided to develop products for specialty markets that promise fun in challenging times, creating items for eating, drinking and socializing.

WINOS, or “Women in Need of Sanity,” started as a passion for something Jesseph wanted to do all her life. The idea came after a career in the corporate world, and after moving to Boone where her daughters are in college, she had a rough year.

“You have choices at that point where you either decide to do nothing or do something, so I decided to write a cookbook,” Jesseph said.

She’s now working on her fifth cookbook and expanded into merchandising such items as aprons, coozies and napkins. In determining her business strategy, she decided to focus on the fun and humor.

WINOS now reaches national markets through trade shows and wine and beer stores. “We’re starting to get some bigger customers, and they’re coming after us,” she said.

“You have to recognize your shortcomings,” Jesseph said, talking about hiring people who can complement the business. “It’s okay to not be good at everything.”

Two weeks ago, the company reached international markets. Jesseph also wanted to have a set of business values that supported efforts like fighting cancer and heart disease, with a portion of profits going to research.
Carole Moore-McLeod, sponsor of the event, said her company started as a trash-pickup service in Charlotte. New South Waste started with no office, one driver and a borrowed parking lot to store trucks and containers.
“We did it on a shoestring budget,” Moore-McLeod said, recalling the nervousness over investing in new trucks and paying drivers. “We put the money right back where it was supposed to be and didn’t take a whole lot out.”

The company was sold, and her five-year no-compete clause is set to expire. She is debating whether to start another waste-hauling company. She said the spirit of success was important, and there was too much at risk for failure to be an option.

“In my industry, there’s about to be another big merger, so it’s my opportunity to come in and take what falls off the trees,” Moore-McLeod said, encouraging students to seek investment from their parents.

Realtor Robbie Sharrett said, “You have to know yourself.”

She added opportunities change and successful entrepreneurs are prepared to change their skills or shift direction, and people must train themselves to be a good boss and leader.

“Understand what’s not your forte, and hire people better than you to do the things you can’t do,” she said, touting the value of carving out time for creativity and nurturing. “You have more tools with your social networks, and you can use them personally and professionally. If it’s all work and no play, your entrepreneurship and your business will suffer.”

Sharrett graduated with a teaching degree from ASU. She said career choices for women were limited at the time. After a couple of years, she became interested in real estate because she wanted a home of her own. She studied the different aspects of construction and rentals, and now her company embraces commercial and residential rentals. She bills herself as an “expert and advisor,” selling her experience and background.

“What you project is what you attract,” Sharrett said. “You have to project your optimism, your confidence and your enthusiasm.”

Linda Gilleland he grew up in a family of nine children and graduated from ASU in 1975. Gilleland started Greystone Insurance and built it up until she employed five women.

“I have been successful by the mistakes I have made, because that builds character,” she said. “You have to start out with the right basics and the right mentality. What people want most is to be able to trust.”

Ability to change is important, she said, especially in challenging economic times. She said relationships were important, especially with employees, saying a good team was important in small business.

Gilleland said her customers had turned into clients after 20 years of business. She advised entrepreneurs should stay in the driver’s seat and occasionally return to the basics. She said giving back to the community was important, and she also sought to “be different” with fun props, humor and personality, while also maintaining a professional appearance.

“You’ve got to live up to your image,” she said. “To me, my suits are my power.”

She also talked about symbols, such as “the right foot” that means taking positive steps. She represents the ideal by giving out a small golden foot to customers. “If you do the right thing, you’ll always have business,” Gilleland said.

The series was held in the Walker College of Business Friday, with a variety of topics on the challenges and satisfactions of launching a business.

More than 40 business owners from across the Southeast shared their stories in panel discussions on adventure sports, agricultural industries, entrepreneurship opportunities in alternative energy, non-profits, family businesses, women in entrepreneurship, music industries, hospitality and tourism, customer service, green industries, start-up challenges, marketing strategies and resources for small businesses and start ups.