For these female high-tech execs,
1’s and 0’s add up to business success
There’s no doubt about it. Women-led businesses are gaining ground quickly in the new economy. Estimates by the National Women’s Business Council (NWBC) indicate that women-led firms generate about $3.6 trillion dollars a year and are the fastest growing sector of the US economy, with seven-year revenue growth of 132%, employment growth of 108%, and segment growth of 42%.
Southeastern Wisconsin is no different. There are several high-tech firms that have women at the helm in the area. Although still considered the minority, few of the women interviewed focus on that point, let alone let it impede their momentum. Many say they have chosen to ignore the so-called "glass ceiling," and have instead fashioned their own ladder to success.
And it’s worked for them, for each of the women profiled in the following pages currently serves as president and/or owner of successful high-tech organizations. In candid interviews, five local women executives spoke openly about their businesses, their triumphs and their obstacles along the way.
Jorian Clarke,
president SpectraCom
131 W. Seeboth St., Milwaukee
www.spectracom.com
Established company in 1991
Jorian Clarke started her e-marketing business in 1991 as a freelancer in the basement of her house. Originally operating a marketing research company, Clarke says she began shifting the company’s focus toward the Internet in 1994. It was in that year that the program Mosaic (now known as Netscape) was released.
Clarke says she figured out pretty quickly that the new thing called the Internet had the potential to be quite an effective marketing tool. "When I saw that (program) it just clicked with me, because I realized that this is an incredible way to communicate with people," she recalls. Clarke is now the president of both SpectraCom and a spin-off company called Circle 1 Network, a Web publisher of online magazines.
Q: What has it been like being a woman in this field?
"I remember one amusing incident after I gave a presentation one time … I was continuing to talk to some gentlemen afterward as we went down the hall. And out of the corner of my eye I see everyone turn left, so I turned left too, only to find out that we were all going into the men’s room – which caused quite a lot of amusement for them. So I had to learn early on how to laugh at myself and to realize that I was going to be dealing primarily in a man’s world. …
"And I think that’s where you have to be real careful, because if you make it a gender thing, it can divide men and women. And actually in this time we live in we need each other more than ever."
Q: What has been your greatest personal achievement?
"The raising of my son as a single parent."
Q: What have been your biggest obstacles to overcome?
"Myself. I think that many of the women of my generation were taught to be nurturers, and so they want to make sure that everybody was OK. And I had to learn some things that I think men get better training on … ; they learn not to take things so personally.
"What finally, I think, allowed me to be successful was I realized that I had a responsibility to the whole group (at SpectraCom). And so that meant that while I cared for each and every individual, I had to realize that there were times where, if I invested energy and resources in one individual so extensively that the group was ignored, I was in effect burdening everybody else."
Q: Do you think that sometimes women are their own worst enemies?
"Yes. I think that we spend a lot more time building up our confidence and our vision instead of just going forward and realizing that we can make adjustments along the way."
Q: What advice would you give to other women in the field?
"I think that you have to be willing to clearly evaluate all of the risks and the resource commitment, and you have to make the tough decisions. And I think that you have to develop that thick skin. I think we have to look at how do we bring the best of female qualities – intuition, sensitivity, concern – and how do we blend those with the best of male qualities – strength, persistence and lack of emotion, analytical thinking."
Cindy Streitenberger, president
Technology Consulting Corp. (TCC)
N16 W23233 Stone Ridge Dr., Waukesha
www.tcc-usa.com
Appointed as president in January 2000
After just two years as a programer for Technology Consulting Corp. (TCC), Cindy Streitenberger was offered quite an opportunity.
When her husband’s position relocated the couple to the Twin Cities in 1984, John Markworth, CEO of TCC, asked Streitenberger if she would be willing to open and manage a new branch office in Minneapolis.
"It’s kind of funny because as I look back at it now, I think it was the wildest decision," she recalls. "I can’t believe I jumped that fast, because at that time I was only in my mid-20s. … But as John says, he saw something – he felt that he could mold me into management, or at least expand my horizons."
Now with the company for more than 18 years, Streitenberger has worked her way from technology manager to vice president, executive vice president and finally president of the corporation in January 2000.
"I’ve always been the kind of person that if you put the challenge in front of me, I’m going," she says. "And that’s the way I’ve always been my whole life. … It takes a lot for me to walk out of here with my head down."
Q: What has it been like to be a woman in this field?
"I definitely have seen and felt the negative side of it. Early on in my career it was pretty much a good ol’ boys environment. But I grew up with five brothers. … I’m not easily offended. In my world I very much view every player as an equal. … My goal is, ‘I’ll prove to you that I deserve to be where I am, and provide to you the expectation of what you need to make your decision (as a client).’"
Q: Do you think that sometimes women are their own worst enemy?
"Oh, yes. I think if you’re looking for that crutch to lean on, you’ll find it."
Q: What have been some of your greater triumphs?
"I’d like to answer that a little differently. … The thing that brought me to TCC and has always kept me with TCC is the feeling that ‘you’re worth it.’ When John (Markworth) started this company, he’s always said, ‘I don’t sell widgets, I sell a product that has a mouth and it also has a mind.’ And he’s always kept that in mind and therefore treats the employees of this company with that same respect. … So the triumph (as president) is maintaining the flavor and feeling of this company."
Q: To what or to whom do you owe your personal success?
"It’s been a support system, really. My husband has really been there for me … with the kids, he’s been very supportive of working with my schedule. … And John, he’s never faltered on giving me the impression that I could do it. Even when I wasn’t sure I was the person for the job, he’d say, ‘I think you can do it but that’s for you to decide. …’
I also could include all of the employees at TCC. I think my relationship with the employees is as much of a friend as a president. You always hear companies talking about open-door policies, and I can honestly say that in the course of the last year or so there hasn’t been one employee who hasn’t walked in here to talk to me about something – whether it was business or personal."
Q: What advice would you have for other women in this field?
"Be flexible. When I started with TCC, there was no way I had on my agenda to become vice president or even the president of the company. What I believe got me here was the drive to do bigger and better things, as well as the flexibility. When TCC needed me to do specific assignments, if I felt I had the qualifications or could gather the qualifications or could train for those qualifications, I was open to it. I never pigeon-holed myself, and I think that flexibility opened doors, and then gave me the confidence to walk through those doors."
E. Kelly Hansen, president and CEO
Sun Tzu Security
324 E. Wisconsin Ave., Milwaukee
www.suntzu.net
Established company in 1996
Formed as a computer security consulting company, Sun Tzu provides consulting services to help companies with what Kelly Hansen calls "data risk management." Hansen, whose background includes a master’s degree in comparative religion, happened to fall into the field of Internet security during a project for the Milwaukee Art Museum. "What they wanted to do basically is form an extranet. There was no such thing at that time. And it also posed a whole bunch of security questions. … So when I transitioned out of (the museum) and began Sun Tzu, I took that project with me."
Q: What has it been like being a woman in this field?
"It’s been really interesting. … I went to a conference one time over at the Hilton and I went with my then-VP of sales, an older gentleman. … After it was over I went and introduced myself to some people, one being a reporter, and he went back and was talking to a friend who happened to be a friend of mine. … He thought I was some sort of ‘PR girl’ who was ‘there with her dad.’
"But on the positive side, I tend to do well in such things as negotiations. And that has a lot to do with the fact that I don’t negotiate like a man – I’m not out for blood. Everyone is going to walk away from the table with something and we’re all going to hurt just a little. … What’s been interesting is I have a tendency to walk away with a lot more."
Q: What has been your biggest obstacle to overcome?
"Self-esteem. I think it’s an issue that all women struggle with. … The toughest thing about being an entrepreneur, I think, is the scars, the bruising – the different things that you have to go through in order to be successful and the criticism that comes along with it."
Q: What mentors have you had that have attributed to your success?
"My father, who is an incredibly accomplished entrepreneur, has been so supportive. He casts an extremely long shadow, but he’s been a great source for advice, encouragement and also wisdom – sage advice.
And also (Sun Tzu board member) George Dalton. His insight and support has been very critical. He’s been able to keep me on the right road."
Q: What advice would you have for other women in the field?
"Don’t blind yourself by the perception of the glass ceiling. If you go into it thinking that there’s this glass ceiling and you’re never going to break through – if you see yourself in that light, you’re not going to make it. You have to be willing to say, ‘I don’t see it; I won’t become part of that.’ And it doesn’t mean (barriers) don’t exist – they do exist, but you can’t let that be a crutch. The sad part of it is you’re going to have to work twice as hard and you’re going to have to do twice as much, but you can make it and you can do it. And the better you do it on your own terms the better off you’re going to be. So I say, throw away the crutches and just run."
Carol Vollmer Pope, president
Data Direct
N35 W211 Capitol Dr., Pewaukee
www.data-direct.com
Purchased company in 1994
When Carol Vollmer Pope decided to help a former pastor in Waukesha with his home-based computer components business in 1993, she knew little about the computer field. At that time, she was teaching business courses at Mount Mary College.
But a few months later when the former pastor decided he was moving to Seattle, he offered the company to Pope, who took him up on his offer.
Today, Pope, who is currently working on her Ph.D. in management, says the company has expanded its services to offer computer services, training and network support specializing in the smaller business marketplace. "We’re like an outsourced IS department," says Pope.
Q: What has it been like to be a woman in this field?
"I guess I don’t ever look at that. I’ve always been someone who looks at things as: What’s the business challenge for me as a person, rather than ‘because I’m a woman.’ And I’m sure there have been some instances, but I’ve never really dwelled on that, I’ve never really focused on that."
Q: What has been your biggest obstacle to overcome?
"Really, for me it’s just been fun (to be in the technology field). It’s absolutely changed the whole focus in my life. I mean I’d spent many years in the marketing and public relations field. … So suddenly to completely change and have to learn an entire new field – that’s been my biggest challenge."
Q: What have been your biggest triumphs so far?
"In the scheme of the technology industry, it’s changing and surviving and growing to meet the changing market over the last several years. There have been a lot of (larger) companies that have come and gone. … I think it’s that ability that we’ve had to be able to turn the company to meet the needs of the marketplace."
Q: To what or to whom do you owe your personal success?
"I’d have to say my mother, my aunts, were good role models for me. … My mother worked as a paralegal and she was always an activist, she was always busy. I remember she fought the Lake Freeway going down along the lakeshore … she went door to door, and she wouldn’t quit. And whenever something bad would happen, it would be this ‘pull yourself up by your bootstraps’ mentality. … It was that encouragement, that assumption that you were going to be successful."
Q: What advice would you have for other women in this field?
"I think they should pursue the technology field. I think it’s something that is open to women, and it’s the way of the future. So it’s certainly where they need to be focusing on … I think they always have to be aware, I think they always have to know what the newest technology is – to be aware that it involves constant learning. You really have to be a life-long learner in this field."
Sherri Hanke,
president, NetStream
1441 N. Mayfair Rd., Wauwatosa
www.netstream.net
Established company in 1997
The three-year-old ISP merged with Tech Enterprises of Oak Creek this past September, taking over its Internet division. Previously geared solely toward business clientele, NetStream has now expanded its services into the consumer realm. However, Hanke says she still wants to maintain the customer-service focus of the company that has brought it such success. Much of that characteristic customer service Hanke attributes to her father’s influence. "He ran a service business for many years and drilled into me how important customer service was. He used to own a full-service gas station at the corner of Sunnyslope and Greenfield, and people would depend on him to take care of them. And he did."
Q: What has it been like to be a woman in this field?
"It’s funny, because people look at me strangely when they find out I’m a business owner of a tech company – but I enjoy shocking people."
Q: What’s attributed most to your personal success?
"My drive. I have this thing inside me where I don’t give up – especially if someone else tells me I can’t do it, I want to do it all the more.
Q: What have been your biggest obstacles to overcome?
"So many times people divide things into men’s jobs and women’s jobs. When I was in parochial school I wanted to (go into architecture). The prerequisite for the program was mechanical drawing, which only boys could sign up for. And I thought that was so stupid. So I asked the teacher if I could get into the class and he said, ‘That would be great.’ I went to my counselor and he told me, ‘No way’. So with my parents’ support I took it all the way up to the archdiocese and was allowed into the class. So I was the first woman allowed in the mechanical drawing class at Catholic Memorial High School. … I didn’t do it for any reason other than I wanted to be in that class."
Q: Do you think that sometimes women are their own worst enemies?
"I do. And that’s a shame, because they should be secure enough in who they are and what they can achieve without going looking for that ‘glass ceiling.’"
Q: What advice do you have for other women in this field?
"Be true to yourself. Look deep inside of yourself and do what you’re good at."
