Why do women go into business? For the same reasons men do, not surprisingly. They see market opportunities or are attracted by flexible hours, financial independence, or a particular interest. While business motives are common to men and women, clear differences emerge in their methods, particularly with regard to leadership style.

Generally, traditional, male-based organizations have been command and control oriented and characterized by autonomy and competition. The organizational structure, whether military, ecclesiastical or corporate, has been pyramid-shaped and power was derived from one’s position in the hierarchy. Curiously Darwinesque. Female-based organizations have generally been characterized by interdependence and cooperation. The organizational structure is web-like and information is diffused rather than compartmentalized. Individual power is derived from alliances.

In recent years some traditionally structured organizations have adopted elements of this “female strategy.” For better or worse they have excised whole layers of management strata in order to “flatten” the pyramid, and multi-discipline teams have assumed greater roles in decision-making.

Barbara Webb, Owner
Gateway Travel
Poulsbo Village Shopping Center
(360) 779-5511

Barbara Webb, owner of Gateway Travel in Poulsbo, attended Pacific College in Tacoma, and Edmonds Community College where she received her travel degree. Barbara participated in Edmonds Community College’s travel school pilot program, which was run by Betty Hoffman of Evergreen Travel, an early specialist in travel for handicapped persons. Barbara is a certified travel consultant and is active in the American Society of Travel Agents (ASTA), Poulsbo’s Rotary, and other community organizations. She is a past president of the Pacific Northwest Chapter of ASTA, and past president of the Poulsbo Chamber of Commerce.

After graduating from North Kitsap High School Barbara became a licensed beautician in Poulsbo. Her real passion was traveling, however, and she often gave travel advice to her friends. A friend once said to her, “You know, you’re in the wrong business, you ought to be in the travel business.”

In 1973 Barbara and her friend, Caroline, each borrowed $10K from a local bank and opened Gateway Travel, Poulsbo’s first travel agency. “The local bank was very supportive of us, probably because we both had husbands who were well known in the community,” she said. In those days the travel industry comprised mostly women. More men now own travel agencies and more women work in airline sales. Barbara became sole-owner several years ago after buying-out her partner.

When asked if they hired employees at start-up, Barbara explained, “Back in those days you could not have an agency without an experienced agent.” In the days before deregulation, Airline consortiums “accredited” travel agencies. Prospective agencies were evaluated on their ability to perform marketing functions for the airlines and generate prescribed sales volumes based on their service area’s population and demographics. After committing capital, hiring qualified personnel, and opening your doors, “You ran the business for a couple of months not knowing if you were approved or not.” Deregulation changed that, and, according to Barbara, anyone can now open an agency.

Regarding her early experiences with the challenges of business ownership, Barbara said, “Much of it was just trial and error. I did not have experience as far as managing people,” but she added, “I was fortunate I had the accounting background.” Despite obstacles, the business grew and included a branch at Bangor.
Surprisingly, the availability of airline tickets on-line has not negatively affected business. “The travel agency community is selling more airline tickets than we ever did before. We’re selling 84 to 85 percent of their tickets. It keeps growing but our commissions keep going down.” As a result, she said, agencies have found it necessary to charge service fees.

As a young woman entering businesses in the early 1970s, Barbara never considered herself a torch-bearer for a social movement. “I was in business because I wanted to be in business, and I’ve worked hard at it and have tried to become successful.” Barbara has lived only in Poulsbo and has chosen to reside here. She has always been active in her community and believes any success she has achieved, any respect she has garnered has come through her hard work and sense of community.

What advice would she offer other women considering going into business? “Go for it. If they have a desire to want to open a business, well, it’s a lot of hard work.” Barbara said she puts in very long hours, and, due to dropping commissions, “I probably put in longer hours now than when I first opened.”

Jacqui Armstrong’s primary interest has always been flowers and design, but for 10 years she paid her bills as a human resources specialist. Eleven years ago she and her husband began negotiations to buy an existing business. Discussions dragged on for a year. Then in 1991, tenacity, good fortune and a $10K loan made possible their purchase of the business.

Jacqui said the most difficult aspect of running her business has been the managing aspect. “I am an owner-worker because I am the head designer as well as the owner.” Her cadre includes two drivers, one designer, her mother who assists in managing the store, and a few part-timers whose schedules can accommodate the ebb and flow of the business. Active in the Chamber of Commerce and in service organizations, Jacqui said the support she has received has not been limited to the business community. She attributes much of her success to the suggestions of customers, including churches and schools.

What would she have done differently? Two things. “I would have started with more cash in hand, and would have used the services of SCORE.” The SBA’s Service Core of Retired Entrepreneurs (SCORE) offers consulting services to aspiring and established business owners. SCORE volunteers are retired business owners who provide their services free of charge. According to Jacqui, “A guiding hand in today’s market place would certainly be good; you know, advice from those who’ve been there, done that.”

What advice would she offer to other women interested in business? “Be well aware of the time it will take to get the job done. Know the effect it will have on your personal life.”

Debra Doran began her college career at the University of Iowa and returned to school at the University of Puget Sound, graduating with a business degree. Employed by Deloitte and Touche, Debra was being considered for partner status in August 1995 when she decided to establish her own firm in Kitsap County. She started with another Deloitte and Touche veteran, and a third joined them a year and a half later. “We’re up to six CPAs and a couple of support staff at this point,” she said.

What were her greatest initial concerns? “Getting it off the ground. In a professional service firm, I had clients that came over with me to get started. But it was getting involved in the community and getting my name out there. Everything we do is by referral, reputation; we don’t do any advertising.” If there were any surprises, Debra said, “It was the way the whole practice fell into place. I think the surprise was, basically, the acceptance. The rewards have more than offset the challenges.”

Debra has served as president of the Chamber of Commerce and currently serves on the advisory board of Kitsap Physicians Service. She was recently appointed as a trustee to Olympic College. “I think it’s very important to give back to the community. I feel we’ve had a lot of success here, so it’s kind of come full- circle. I have met so many wonderful individuals in the process. I don’t just do this from a business standpoint; it’s more a result of having success in business. I feel an obligation to give back.

Asked to identify her most significant ongoing business challenge, Debra replied, “Managing the practice and keeping the focus where we want it to be.” She said their specialty precludes them from being all things to all people. “We focus on closely held business, family groups, estate planning, and doing a lot of joint projects with attorneys.”

Working for one of the Big Five national firms, Debra said she had very good mentors, mostly men. She explained that at the partner level, at the time, there were very few women. Despite an equal mix of men and women entering the field out of college, “…for a lot of different reasons women didn’t move on up through the ranks.” She added that most of the Big Five companies, and Deloitte and Touche in particular, have since put much time and effort into the issue of retaining women and getting them into partnership roles. Her firm was very disappointed with her decision to leave, Debra said, but she has no regrets.

What advice would she offer women considering their own business? “I don’t take the attitude that it should be different. I’ve never played the game that way. I think you get a lot of respect and referrals if you do a good job. To me it’s doing your homework, making sure you have a good game plan, and taking advantage of the resources.”

Paulette Huisingh (pronounced high-sing) and her husband, Ed, are co-owners of The Sport Haus. Both are graduates of Western Washington University. She has a degree in math education, and he in physical education. Earlier in their careers they taught at private international schools while living in Korea, New Mexico, Germany and New Jersey.

In 1984, after 12 years in the teaching profession, they decided it was time for a change. Paulette said, “The sporting goods business seemed to be a good fit for the two of us since he was into athletics and I was good with numbers.”

What challenges did they expect in starting a new business? “First of all, of course, financial, where you have very limited or negative income for the first few years.” Their commitment was significant. They borrowed no money. They sold their house in New Jersey and rented when they returned to Washington. The rest came from savings. Time was their other consideration. She said, “Everything you read before you start a business indicates it will be more time-consuming than anything you’ve ever done.” Paulette said when they started the business their children were two and five years old. They found that balancing family and business obligations was difficult. Paulette admits that despite their foreknowledge and preparation, she and Ed were still surprised by the amount of time their new business demanded.

Would they have done anything differently? Not really, but she suggested that couples might look hard at owning a business together. Paulette said vacations are a problem. “If only one person is in the business, then maybe you would [hire] a manager.” She indicated that when both spouses are involved, there is the temptation not to hire a manager. “But we wouldn’t change anything because we’ve enjoyed working together.”

What advice would you offer women considering business ownership? “Just to choose something that you’re going to enjoy doing. I think if you enjoy doing it, you’re going to enjoy the people you’ll work with.”

(Editor’s note: Steve Littfin is a Port Orchard freelance writer.).