Women Who Mean Business Magazine

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Inaugural Issue

CODE BREAKERS Meet the Startup Women of Domi Station


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FEATURES Code Breakers of the Business World Spring /Summer 2016 Capital City Region


On the Cover: The Women of Domi Station There’s no stopping these startup businesswomen who make Domi Station the center of their thriving businesses.

Cover photography by Romina Rivadeneira


Code Breakers of Law Enforcement Major Audrey Smith is making her move as a highly-respected woman leading in the field of law enforcment.

from the publisher of

WWMB • Women Who Mean Business | Spring /Summer 2016



spring /summer 2016




32 PROFILES (Special Sponsors Section)


Business Is Good


Breaking the Mold: Tara’s Story | Update Your Kitchen (Without Disrupting Your Life) | Christy Jennings | Romina Rivadeneira

38 STEAM—Science, Tech, Engineering, Art, Math Pushing the Stratospheric Envelope



Life Worth Leading

Business & Entrepreneurism: BFF or Best Frenemies—Does Friendship Work in Business? | Make the Move From Employee to Entrepreneur | Technology/Online: Best Business Apps

42 JILL OF ALL TRADES Shifts: Riding the Wave of Life’s Changes


WOMEN'S WEB Working Women to Watch | Spotlight | The Big Bend Minority Chamber of Commerce | Get Connected | Biz Scene


Business: Do You Deliver What You Promise? | Finance: Decoding Assets: You May Not Own All You Think You Do | Marketing: Cracking the Social Media Code | Lifestyle: Breaking the Dress Code in Work Wear

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SIDE OF BUSINESS The Marketing Plan

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OUR THOUGHTS BUSINESS IS GOOD When asked how business is going, every successful entrepreneur is happy to say those three words that mean a lot—business is good. And right now in our business community there are many who are saying just that. All over the capital city one can see the growth in the business sector—new buildings, the refurbishing of existing structures, new business establishments, property sales and employment opportunities. Yes, business is good—and it’s not just from an entrepreneur’s individual standpoint, but for our community collectively, bringing employment, exciting opportunities and an improved way of life.

“What codes or barriers are holding you back in your professional life? Let’s break them down together, think and dream bigger, and help each other achieve our fullest potential.”

Professional women are “on fire” and are at the forefront of this movement. According to the National Women’s Business Council, from 2007 to 2012, the number of women-owned business in the U.S.increased 27.5 percent, with women-owned companies comprising one-third of all businesses. In Tallahassee, we are seeing women-owned businesses blossom and successful women in leadership positions in the business community… and we say that is good. As our community grows, so do we as a woman-focused business. Over the past ten years as part of the business community and publishing Tallahassee Woman, we have heard from a lot of businesswomen about what they want and need to succeed, and a desire to find a place to gain knowledge, network, and to mentor and mingle with other women in the business world. So, two years ago, after our first Women Who Mean Business Awards, we created the Women Who Mean Business Community to meet this demand, offering quarterly networking luncheons and monthly newsletters. Bringing you our newest sister publication for the capital city region’s businesswomen seemed a natural extension of our desire to empower women in both their personal and professional lives. In this inaugural issue of Women Who Mean Business, we focus on the theme of “Code Breakers”—women who are changing the dynamics of business and breaking down barriers. Our cover women, the women of Domi Station, have their fingers on the pulse of the growing tech and startup sector in Tallahassee. Their stories, along with other features and articles, offer an exciting glimpse into the future of how women impact the local business community and beyond. We are excited for you to join us on this journey as we connect, inspire, educate, and promote the professional women in our community. To become a part of our WWMB Community, sign up at our website, TalWoman.com. What codes or barriers are holding you back in your professional life? Let’s break them down together, think and dream bigger and help each other achieve our fullest potential. Then we can say with confidence, yes, business is very good. Until next time.

Kim Rosier, Publisher 6 WWMB • Women Who Mean Business | Spring /Summer 2016

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SPRING/SUMMER 2016 VOLUME 1 | ISSUE 1 PUBLISHER Kim Rosier EDITOR Heather Thomas EDITORIAL ASSISTANT Keasi Smith MARKETING & EVENTS DIRECTOR Lynn Solomon ADVERTISING SALES Jennifer Stinson • Amanda B. Wallace GRAPHIC DESIGN Christy Jennings BUSINESS OPERATIONS Jane Royster Munroe, CFO INTERNS Jordan Berns • Sara Dreier • Diamond Hunt-Coleman Jolee Keplinger • Alexi Saliba

Tallahassee Woman Magazine LLC Post Office Box 13401, Tallahassee, FL 32317-3401 Phone: (850) 893-9624 Fax: (850) 254­-7038 E-mail: wwmb@TalWoman.com wwmb magazine is a publication from those that bring you Tallahassee Woman Magazine. It is published two times per year and is mailed and distributed to businesswomen throughout Tallahassee and the surrounding area.


For more information on advertising, call (850) 893-9624 or e-mail wwmb@TalWoman.com. Copyright ©2016 Tallahassee Woman Magazine LLC. All rights reserved. Reproduction, in part or in whole, without expressed written consent of the Publisher is prohibited.

206 E. 6th Avenue Tallahassee, FL 32303 Mon - Sat 10am - 6pm 850.894.8372

The information in this publication is presented in good faith. The publisher does not guarantee accuracy or assume responsibility for errors or omissions.

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Dr. Gabrielle K. Gabrielli is an award-winning author, coach, speaker, trainer and entrepreneur who runs the Leadership Academy for Tallahassee-area professionals. She is CEO of Gabrielle Consulting and a new nonprofit, Life Worth Leading. In her free time, she volunteers with her therapy dog Bodi at hospitals and courthouses and with an Alzheimer’s group, is a SCUBA instructor, flies planes and is an advocate for people with disabilities. Visit her website at lifeworthleading.org.

Linley Paske and Lauren Pasqualone are biz besties and cofounders of LP2 Boutique Agency, working with small businesses, entrepreneurs and boss babes to make marketing magic happen. The bestie part? You can be their biz bestie too! Follow their fun on Instagram (@linleylaurenlp2), and visit lp2boutiqueagency.com to connect.

Kim Bibeau began teaching fitness classes and became a personal trainer following a 20-year career with the Florida legislature. Her journey to live a better and fitter life led to the opening of her business, Sweat Therapy Fitness. Kim openly shares her journey while inspiring others with the message that it is never too late to live a healthy lifestyle. She is one of 10 fitness experts from across the nation selected to share expertise, business lessons and entrepreneurial acumen for PTontheNet blog.

Judy Micale, MS, ACC, CMC, is an author, a national speaker, and a Certified Professional Coach, with an international client base. She assists her clients in exploring their vision and creating action towards it. For more information, e-mail jmicalecoach@gmail.com; visit theauthenticitycoach.com; connect at linkedin.com/in/jmicalecoach; and follow her on Twitter at #jimicalecoach.

Barbara S. Pople, CPA, CFP®, CDFA™, is the president of Pople Financial Consulting, Inc. She grew up in Germany but decided to stay in the Tallahassee area after graduating from Florida State University. Her company focuses on investment management, financial planning, tax preparation and consulting.

Romina Rivadeneira, owner of I Shot the Bride® and the website RominaPhoto.com, graduated from SCAD in Savanna, Georgia, with a bachelor of fine arts in photography and from the Portfolio Center’s Commercial Photography program in Atlanta. In addition to brides, Romina photographs kids, families and commercial work throughout the Southeast and beyond.

WWMB • Women Who Mean Business | Spring /Summer 2016



business and entepreneurism

BFF or Best Frenemies Does Friendship Work in Business? By Amy J. Hartman

Many a lifelong friendship has taken root around the office water cooler. But what happens when the friendship came first? It’s only natural to want to work with people we like, but doing business with a friend can strain a relationship to the breaking point. So how do you get the job done and keep your BFF too? Here are a few tips for keeping your friendship (and your business) alive.

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• Be honest about your own skill set… and your friend’s too. Working with a friend may sound great, but the reality can be more of a challenge. Be honest about your expectations and what you’re both capable of. Never be afraid to admit that the tasks required are outside your realm of experience. • Get it in writing. Whether it’s a contract, a nondisclosure agreement, or a noncompete, don’t skip the paperwork just because you’ve been friends forever. In the best-case scenario, the signed pages will sit in a drawer, never to see the light of day. But if things go haywire, you’ll be glad you were a stickler for formality. • Strive to go above and beyond, but don’t expect a medal. We all have different skill sets. Each person should focus on her areas

of expertise. You might think working with a friend will be easy, but be prepared to step up your game so as not to disappoint. As long as you’re both working hard to meet the needs of the working relationship, don’t keep score. • Know when to say when. Address issues and concerns as they arise. Don’t save up a laundry list of complaints, and never take the passive-aggressive route. Tough love that is honest and direct may lead to a few uncomfortable days at the office, but a failed business venture or a shared project can be a relationship killer. • When in doubt, leave it out. Whether you’re hiring a professional or an employee or simply trying to help a friend get a job at your workplace, trust your gut. If you doubt whether your friendship

can handle an added layer of stress, find creative ways to avoid the situation. Refer your friend to another company or recommend another qualified professional in your stead. Amy J. Hartman is a mother, wife, mentor, ardent volunteer, freelance writer and substitute teacher (in that order). She has lived in Tallahassee since 1995.


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business and entepreneurism

Make the Move From Employee to Entrepreneur By Keasi Smith

On the journey of pursuing something you are truly passionate about, it pays to be in the driver’s seat. If you happen to be on the road to entrepreneurship, where nothing is certain, prepare for a bumpy ride. For budding entrepreneurs, the risks are high. Luckily, it’s perfectly doable to dip your toes into the entrepreneurship waters without losing the security of your day job. If you set up your business on a small scale to get started, you can test the future success of your company and, with the right tips and tricks, be on your way to becoming your own boss.

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TRENDS Determine What You Want to Do

Look not only at your passions but also at your skills, ability and experience to determine what type of business you could excel in. Ask yourself how much time and money you are willing to invest. Research market trends to see what’s viable and what needs need to be filled. If someone is already providing a service, how can you do it better?


Best Business Apps By Diamond Hunt-Coleman

Interview Ideal Customers

No matter how amazing your idea, you have to have people willing to pay for your product or services to succeed. Find potential clients and get honest feedback on their needs and expectations. What fears or hesitations do they have? Talking to others will help you with creating a business plan and prepare you to persuade potential investors.

Design Your Marketing and Business Plan

Know your approach and how to introduce your idea to customers. Investors will want you to provide a detailed description of your product or service and the projected financial future of your company for the next three to five years. Having a detailed plan on how your business will operate and how you are going to market your product will make the transition from employee to entrepreneur less scary.

Secure Financing

Finding money to start your business off on the right foot can prove challenging. Since you will likely be your first investor, have a detailed understanding of your own personal finances. In addition, many entrepreneurs consider taking out a loan, attracting angel investors or even utilizing crowdfunding sites, such as the popular GoFundMe.com and Kickstarter.com. There are many challenges and risks that come with entering the entrepreneur world, but the journey can be one of the most thrilling and rewarding experiences of your career. In the end, trust your gut and don’t be afraid to stop and ask for directions.


CamCard is a professional business card reader and exchange software for professionals. It allows users to capture all the information found on business cards and accurately reads and saves the information to your smartphone. It also allows users to electronically share business cards and to manage their database of business cards. CamCard can be purchased for 99 cents at Google Play and the Apple App Store.


iScanner turns an iPhone or an iPad into a full-featured, powerful and fast document scanner. With iScanner, users can scan books, receipts, documents, paper notes—anything you might need in your day-to-day life. Store scans as multipage PDF or JPEG files; sync between devices and on Dropbox, Evernote, OneDrive or Google Drive; share via e-mail; or print out in one tap.


Expensify is a mobile app that allows users to create and update their expense reports on the go. Say farewell to the days of compiling receipts and waiting till the last minute to create your report. Users can take pictures of receipts and log the necessary information for a report. A limited version of Expensify can be downloaded for free in the Apple App Store.

WWMB • Women Who Mean Business | Spring /Summer 2016





PROMISE? By Kim Bibeau

When my husband and I opened our doors five years ago, we honestly had no idea what exactly we were getting into. We had a passion for exercise and fitness and wanted to share it with our community. We came from two different sides of the tracks: me, the overweight child who gained and lost the same 80 pounds for most of her life until discovering group fitness classes, and Brian, the baby-boomer athlete committed to exercise every day to keep his body in the best possible condition.

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Here’s the question: Once you’ve launched your business, how do you keep that drive that first brought you to your profession? As a trainer for over 25 years and now a business owner for the past 5, I’ve come to understand that there are five “true-isms.” These truths guide my team and me as we constantly strive for excellence and stay true to our core business values and mission: 1. Define your professional values

“When your values are true to you, making decisions becomes easier.” –Roy E. Disney

2. Stay true to your mission 3. Deliver what you “promise” 4. Commit to excellence rather than perfection 5. Strive for a personal work-life balance Define your professional values—As Roy E. Disney said, “When your values are true to you, making decisions becomes easier.” If you are unsure about what it is that you want, what you want to deliver and how to communicate these expectations, nobody else will be able to do it for you. Clearly define your values and make sure you build your team with individuals who believe in what you are doing and share your company’s mission and values. If you don’t define these values, chances are people around you will try to do it for you. These values are the foundation of your mission and all of your business decisions. At both locations, our values are displayed throughout our studios and promotional materials, ensuring that our staff and, equally important, our clients know and understand the foundation of our business. Stay true to your mission—Similar to your business values, your mission defines your focus and serves as a beacon for what’s important and what’s not. We can’t be everything to everybody. Our mission is clearly stated and explains our culture. Each time I’ve strayed from this, the result was costly and unsuccessful. Stay focused on your niche, keep your eye on your competitors, but don’t imitate. Your

clients can tell the difference. Figure out what you like, what you do better than anyone else, and what is different—and do it. Reminding yourself why you wanted to be a part of this ever-changing industry will help you keep that passion. Deliver what you promise—When you make a promise to your clients and team, you’re making a commitment to do something. Promises are important to me. I don’t like to break them and don’t like people breaking them with me. For us, we “promise” that each and every time a client walks through our doors, he/she is going to experience the highest level of customer service available. Our trainers receive countless hours of education focused on “our way and culture,” and that is what we promise to deliver. This training underscores that while we celebrate the uniqueness of individual personalities, we commit to delivering the same experience of quality and client focus. Our brand promise is to make you better—“You define your better, and we’ll get you there.™” People will remember when you break a promise. Do everything in your power to keep that promise. If you ever fail to do so, make sure you are part of the solution and resolution—and every individual on your team is aligned to do the same. Commit to excellence rather than perfection—If something were “perfect,” then would that mean that it was different from everything else? And

if it was different, would that make it “imperfect”? I’ve spent many sleepless nights trying to figure out a way to deliver perfection. There is no such thing as perfection. What is achievable is excellence. We encourage our team to complete continuing education, and for those that we employ, we offer to supplement registration. Staying current supports a fresh and focused outlook and reignites passion. Engage everyone on your team to be a part of important decisions and contribute to program development. Empower them to take ownership and then sit back and watch the magic happen. Strive for a personal work-life balance—Schedule days off, turn off your phone and shut down your computer. Make eye contact with the ones you love and be present. “Don’t work harder; work happier.” You, as the business owner and leader, must remain fresh and positive for your team at all times, even if you think you just hit an iceberg. Never let them see you sweat. Know what your breaking point is and “schedule” a break, a mini-retreat or just some downtime. I promise you that the reward is a refreshed, refocused and invigorated you. Author Stephen Covey defines the bottom line for us as “being crystal-clear about the most important priorities of the organization and team…and prioritizing their work around those top priorities.” With clarity, Covey says, we will be more productive, and we will discover that we also have the time we need to have a whole life. After 25 years in the fitness industry— as a personal trainer, a fitness coach and business owner, a wife, a mom, a grandmother and a friend—I still am humbled by how easily we can be distracted and even tempted to alter the vision, values and mission of what defines our business. It’s during these times that the power of the “bottom line” has served my business, my staff and me—and inspired life and business reflective of my passion.

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DECODING ASSETS You May Not Own All You Think You Do By Barbara Pople

Most of us own personal assets—tangible personal property,

such as our clothes, jewelry and cars, and intangible personal property, such as bank accounts and investments. Maybe we also own some real estate—land, a home, a vacation

property. Maybe, we own business interests, such as units in partnerships or shares in corporations. We may own these assets unencumbered, or we may have borrowed money to purchase them and are now making monthly loan payments. Or do we

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have life estates? In that case, we can enjoy the related assets during our lifetime, even though they are owned by somebody else. Not all assets require paperwork to evidence ownership. When car titles, account-opening forms, partnership agreements, share certificates or real estate closing documents are completed, we generally title assets based on our current situation without thinking long-term. Then, when significant changes in our lives occur, we have a tendency to forget to review the titles of our assets to determine whether change is warranted. State law guides the titling of assets and the related legal ramifications. In Florida, the Florida Statutes direct the division of assets in divorce cases, the transfer of assets in probate estates and the protection of assets in bankruptcies, for example. Assets can be owned by one or more individuals or entities. While ownership of an asset by just one person or entity is generally straight-forward, ownership by several individuals or entities can be complicated. Multi-ownership may be in the form of Joint Tenancy, Tenancy in Common, or Tenancy by the Entirety (only between husband and wife). Some distinguishing features between these forms of ownership are the right of survivorship and the ease of transferring or pledging the ownership interest. Asset titling is crucial to an effective estate plan. The Will can only devise assets owned by the decedent individually. Consequently, titles may be changed to allow for direct transfers of assets to heirs or to fund trusts that distribute inheritances in accordance with trust agreements. Make sure you follow through on the required title changes as soon as you have signed your estate-planning documents. Divorce is another time when the ownership of assets is addressed. Are they marital or nonmarital? Here, the titles themselves are not the only determining factor. Funding and use are also important. An investment account titled to only one of the spouses but funded with marital assets and/or marital income may be considered joint. However, 50 percent of a nonmarital inheritance that was used to improve a marital asset may be considered a gift to the noninheriting spouse and can convert the nonmarital inheritance to a marital asset. How assets are titled is important. Review the paperwork for your assets regularly and when you encounter life-changing events. Make any required title changes as soon as possible, and obtain the appropriate legal or financial advice when you decide how to own your property. Note: The author is not an attorney and does not intend to give legal advice with any of the information in this article.

• • • •

Investment Management Financial Planning Divorce Financial Consulting Estates and Trusts

Barbara S. Pople, CPA, CFP®, CDFA Randolph M. Pople, CFP®, AEP®


1382 Timberlane Rd., Suite B, Tallahassee, FL 32312

www.poplefinancial.com 850-383-1907

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We know… it’s not nice to play favorites, but

we have a confession to make. Instagram, the world’s fastest-growing social media channel, has our hearts.

By LP2—Lauren Pasqualone and Linley Paske

We tell the small businesses, entrepreneurs and boss babes that we work with that Instagram is THE social spot to see and be seen. Why? It’s the most direct, inexpensive and authentic way to communicate with your customers on social media. Unfortunately, Instagram has broken our doubletappin’ hearts with its announcement of introducing an algorithm to its feed, ordered to show the moments it believes users care about the most. Every post made by the people and brands you follow still appears in your feed (for the time being, at least). However, Instagram uses the algorithm to determine the order that it thinks you’ll prefer. While hundreds of thousands signed a petition to #keepinstagramchronological, it may not be as bad for business as it seems! Before Facebook mastermind Mark Zuckerberg gave all his money away, he bought Instagram for the small sum of $1 billion. Since Facebook posts originally appeared in chronological order (like Instagram posts do now), you could say the writing was on the wall (pun intended). But why did Facebook introduce the algorithm in the first place—aside from making money from advertisers, that is? Facebook users have liked more pages than their capacity to consume the information that comes from them—around 1,500 posts at any given time! Now Instagrammers have followed in their footsteps, missing on average 70 percent of their feeds. Thus, the infamous algorithm. But as our version of the saying goes, don’t hate the player, play the game. In this game, the keys to cracking the code are engaging content, Insta influencers and social ads.

Code Breaker #1: Be Engaging…

The algorithm won’t be introduced to Instagram immediately, so use the interim to figure out what content your followers engage with most AND when they’re most engaged. We recommend using the online service Iconosquare to evaluate your Instagram posts and plan your content accordingly.

Code Breaker #2: …or Find Someone Who Is

Instagram has largely avoided becoming commercialized and has maintained its authenticity among users. Thus, the channel has amassed a large network of influencers who have grown extremely engaged followings. Partner with the influencers that your followers are fanatical about to piggyback on their (sure to be) primo placement in the algorithm.

Code Breaker #3: Ad It Up

If Facebook’s history tells us anything, ads will become increasingly important in reaching customers on Instagram once the algorithm is in place. Instagram ads are managed through Facebook’s platform, so get comfortable with using it if you haven’t already. Of course, the case of the Instagram algorithm is just unfolding, so we’ll continue to keep you “posted” on the strategies you’ll need to crack the code to social success right here in Women Who Mean Business.

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Breaking the Dress Code in Work Wear By Sara Drier

Among the many decisions women in the workplace make

throughout the day, deciding what to wear in the morning can set the tone for the entire day. Naturally, women have the power to exercise their flexibility when it comes to style of dress, as more and more designers are catering to a smartly chic, business-appropriate style. Monday’s tailored pantsuit, Tuesday’s pencil skirt, Wednesday’s slacks, Thursday’s A-line dress and, hallelujah, Friday casual. Envision an attorney, a neurologist and a public relations specialist sitting together at a table. Would you be able to identify their professions based on their outfit? The better question might be: should you be able to? Power dressing is no longer reserved for the CEOs in suits. If you work in a

predominately male atmosphere, don’t feel obligated to wear a black pantsuit every single day to be taken seriously. A powerful woman is effective because of her skill set, confidence and ability to take action. Putting the constructs aside, women can redefine what it truly means to dress confidently in the workplace When choosing an outfit, keep in mind these three words: conservatism, functionality and confidence. Conservative dress doesn’t translate to boring or bland, although showing too much skin is a faux pas to seriously avoid. If you find yourself tugging on a too-short skirt or asking a friend if a plunging neckline is distracting, chances are the outfit verges on inappropriate. This can be distracting for others and, more importantly, uncomfortable for you.

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Ask us about Breast Enhancement specials Functionality is of utmost priority when you have a busy day of running around. Ask yourself: What will be required of me today? If it involves stairs or extensive walking, opt for flats or pumps over teetering high heels. A woman’s confidence should emanate from within, and how she chooses to present herself is an extension of her confidence. Whether you keep up with the latest trends or remain consistently classic, staples for a professional wardrobe will always include a form-fitting blazer to match any blouse, a structured bag to toss in items on the go and a great pair of heels or flats. Happy dressing!

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[CODE BREAKERS] The Women of Domi Station By Heather Thomas | Photography by Romina Rivadeneira

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Located in the bustling Railroad Road Square and Gaines

Street districts sits Domi Station, a collaborative effort of the city of Tallahassee, Florida State University and Florida A&M University to provide a place where emerging businesses and innovative ideas have a place to be nurtured and make a communitywide impact. Since its opening in 2014, Domi Station has had an influx of entrepreneurs of varying ages and backgrounds and a growing number of women, a rarity as of yet in the startup domain. The five featured women are proud of their own accomplishments but are endeavoring to bring in startup sisters to this one-of-a-kind business and tech incubator—and there’s a good reason to do so. In recent studies, it was reported that women are leaving the tech industry in droves, and women-led companies have been far less likely to receive venture capital funding. The women at Domi aspire to change that, breaking the boundaries and codes that have dominated the tech industry and entrepreneurialism, bringing much-needed diversity to the marketplace.

Whenever I speak about Domi Station to someone who not heard of it before, they

frequently associate it with something that is as far out of their understanding as a colony on Mars would be. Perhaps the word itself conjures images of a space-like dome structure or that sense of “otherness” that too often pertains to a members-only tech hub such as Silicon Valley. However, the Latin adverb meaning for Domi is “at home,” and that’s exactly what the visionaries at Domi Station want you to experience. During my first visit to Domi, I tried not to get lost in Domi-speak, or something that resembled its own coded language. However, as I sat at the table with these visionaries, everyone I spoke with welcomed questions and explained many concepts and verbiage that are frequently tossed around in the startup world but, until Domi, have had no local, concrete illustrations. Words such as “incubator” (hatching ideas, not baby chickens) and “accelerator” (accelerating the growth of a business, not your car’s gas pedal) took on new meanings. Each woman at Domi possesses a unique set of skills and backgrounds that create an exciting vision for the future of women in business. So, pull up a chair to the table. You’re at home, with startup sisters, where all ideas are welcomed (and incubated).

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COVER FEATURE communities needed the ability to incentivize and retain local spending.” However, she struggled to find the resources to bring it beyond conception, and she didn’t have the experience to pull it off. After meeting with individuals in the Tallahassee Chamber of Commerce, she was connected with County Commissioner Kristen Dozier, who invited Barbara to stakeholder meetings for creating a local incubator. When Domi Station was launched in 2014, Barbara was eager to take advantage of this new collaborative environment.

[Barbara Wescott] Founder of Pointcatcher

“A Female Founder Leading the Way” At 53, Barbara never thought she would be experiencing a shift in a profession, let alone be the first person and startup team at Domi Station. Before Domi, Barbara was in the vacation rental business, but she had a technology-driven idea that came from doing volunteer work. She started envisioning a technology where volunteers could earn points for service. It was while doing research on the ins and outs of the loyalty points industry that Barbara recognized a more compelling opportunity existed in reinventing the current loyalty model. “I realized that the existing loyalty model was needlessly cumbersome for consumers and out of reach for the expansive and diverse group of small, local businesses and the communities they call home. I knew an incredible opportunity existed to solve a pressing problem—that local businesses and

Fast forward to the present. With Domi Station’s incubator and accelerative support under her belt and bolstered by Tallahassee’s growing entrepreneurial ecosystem, Barbara’s vision of PointCatcher.com is now a reality, beta launching in Tallahassee. “Small and micro businesses are at a disadvantage right now with companies like Amazon and loyalty programs. Pointcatcher is making it so that small local businesses have better loyalty capabilities than the big guys, and in a way that promotes local spending. Communities are suffering from losses in their sales tax base. We need incentives for buying local, and I know that Pointcatcher can help provide that.” Recently, Barbara went to New York City as a competitor in Project Entrepreneur. She was joined by Eunice Cofie, founder and owner of Nuekie skincare and a former Tallahassee Woman cover woman. Incredibly, these two women founders from Tallahassee were chosen from a national pool of 150 female entrepreneurs. “As Tallahassee works to revitalize and diversify our local economy, woman-led or woman-supported tech

24 WWMB • Women Who Mean Business | Spring /Summer 2016

startups and businesses can play a pivotal role. The fact that not just one, but two women from Tallahassee were selected says a lot.” As impressive as her startup success is, there is equal concern for Barbara that more women aren’t experiencing it. She suggests that this could be because of another “code-like” terminology barrier. “There should be more women going through Domi’s incubator program. To change that, I think we need to broaden the definition of what technology is. While we grow the ranks of women coders, let’s also tap into the incredibly talented women with a variety of other needed skill sets. For a technology-driven idea to have entrepreneurial success, you need a gamut of skills—from visionaries to developers, social media strategists, marketers, graphic designers, writers, project managers, bookkeepers, sales specialists and more. No one can do it alone, and I am no different—I need a team.” Just as there is a monetary and point currency, Barbara says, there is information currency at Domi that is free for the taking and perhaps more valuable. “I can tap into any expertise at Domi and a person in that field will share information with me—that is worth more than money. Leaders and mentors from the business community want us to succeed and are asking, ‘How can we help her be successful?’ I want more women to know that they can have that too. I know that there are some women out there who have brilliant ideas and can help us with our companies or found their own.” There is an unprecedented market demand in the local and national economy for women to get involved with startups. “Startup communities thrive by having a variety of people with varying backgrounds, with an entrepreneurial spirit and a gumption to make things happen. This type of spirit has no limitation by age, race, gender or skill.”

[Emily Morehouse]

Cofounder and Chief Technology Officer of Cuttlesoft “All the World’s a Tech Stage” The cooperative environment that contributing in theatre provides was a springboard for Emily Morehouse toward the collaborative nature of a startup. At first she was content with an academic focus on theatre and biochemistry at Florida State University, but then she learned of FSU’s new Computer Criminology program and gave it a try. She says, “I didn’t think I could enjoy anything more than theatre, but I fell in love with programming,” and she stayed an extra year in order to complete Theatre, Computer Criminology, and BS Computer Science degrees. While she was still in school, Emily and a few friends competed in a threeday startup competition at Domi Station, hosted by FSU. Cuttlesoft, a software development company, was born. They won coworking space at Domi Station when they opened in 2014, then moved into an office after graduation and then a larger office six months later. She did a semester of graduate school at FSU and was getting recruited at the time by large companies at research labs, even Apple. However, that was also when Cuttlesoft got their first client, World Phone. Emily describes World Phone as “Rosetta Stone meets Chat Roulette. Chat Roulette is a system where you get randomly matched with another user and video chat with them. World Phone takes that idea and pairs it with language learning. So, if you want to learn French and someone in France wants to learn English, then you get cued up in the system, and you help each other learn the language.” Cuttlesoft developed the entire platform for World Phone. Because Just like walking out on a stage for the first time, with the success of World Phone, Emily, along with her business of that partner Frank Valcarcel, took a leap of faith and decided to build their own company and focus on Cuttlesoft demand, full-time. Past and current local, national and international projects include building the application for and the need Tallahassee Brewfest, constructing the social media platform for Usher Bike and building the mobile for diversity, application for WeatherSTEM and the association event management platform for the Florida women are highly Restaurant and Lodging Association. sought after. Barbara encourages a wide variety Emily credits the partnership environment of Domi Station for her success. “I’ve always felt of women to get involved so incredibly supported here. Everyone is always accessible, and you feel accepted and and help expand the numbers empowered by your peers. As a female working in computer science, this isn’t always the of women in tech in Tallahassee. case, so I think that Domi has made efforts that are supportive of women, whether it’s “Whether you want to pursue business or tech.” your own technology-driven idea, bring your talents to an existing team or This is one act that she hopes will be played out throughout the community in mentor other area startups, this community its efforts to attract and retain local talent. “Everyone needs to be an ally of will benefit by your involvement. The more women in tech and entrepreneurship—providing doorways and creating women that are here, the more opportunities for an environment where everyone feels welcomed and empowered. success just grow. Now is the time to tap into that Domi does that in Tallahassee, and as the city continues to grow, unlimited potential.” women have been aligned to be powerful figures in achieving that future.” Now with her own startup ready for beta-launch in Tallahassee, Barbara is asking the community to sign up at pointcatcher.com in order to fine-tune and scale the PointCatcher system and to have real-time feedback from early adopters. She welcomes readers to contact her at Barbara@pointcatcher.com. WWMB • Women Who Mean Business | Spring /Summer 2016



[Christine Urban]

Cohort Coach at Domi Station and Business Development Analyst for UberOps “Helping Women Think Bigger About Their Professional Potential”

With a last name like Urban, perhaps it’s only fitting that Christine Urban’s 15-year background is in community economic development and coincides with her role in facilitating Domi Station’s integration into the urban landscape of Tallahassee. Christine specializes in small business startups and entrepreneurship, and she helped build Domi Station while serving as the Executive Director of Domi Education Inc. during the past year. She has an undergraduate degree in business administration from the University of Colorado Boulder and an MBA from the University of Tennessee, Chattanooga, and was a small business owner for many years. In the beginning of 2016, Christine decided it was time to stop talking and start doing. While still taking an active role in Domi as the Get Started Coach, where she leads startups through customer discovery, she has also joined a local tech company. UberOps is small but has great potential, doing international level work in data integration and health care. Christine serves UberOps as its Business Development Manager. “Having owned a small business, I know a little bit about everything to be valuable to a tech company and to mentoring others. When you

[Chana Seitz]

Senior Analyst for RMS (Risk Management Solutions) “Predicting the Future of Computer Science”

With an interest in meteorology as a freshman at North Carolina State University, Chana Seitz first imagined herself as a television weather forecaster. Once she delved into the major, she learned that she was more interested in the science and research aspect, specifically acquiring and interpreting data on hurricanes. Along the way, she says, “I didn’t realize at the time that meteorology is very surprisingly heavy into computer science, but the combination of the two brought me to this point of realizing that this is exactly what I want to do professionally.” After receiving a master’s degree in meteorology at Florida State University, she began working for HWind Scientific in 2014, a Domi Station startup that focused on real-time and post-storm hurricane wind field analysis. This data was used to make and sell products to insurance and risk management companies or “anyone interested in loss that a hurricane might cause.” HWind was acquired by RMS (Risk Management Solutions) in 2015, something that propelled her and her business partners to a worldwide marketplace. “I’m getting ready to meet with some of our counterparts in London, England. If someone would have told me I’d be involved with an international business so early in my career, I couldn’t have predicted it. Domi has provided incredible 26 WWMB • Women Who Mean Business | Spring /Summer 2016

are building a startup, you need to be able to do all these things— bookkeeping, marketing, branding and more. A lot of the technologists don’t know how to do those things, so I offer that to them.” However, even with her extensive business background, she didn’t speak “code,” and she realized that she wanted to learn the language in order to really become an invaluable tech economy asset. Christine says, “I had no tech experience, so I took coding and computer science classes, which I discovered to be enjoyable and something I became passionate about. It opened up my professional path considerably.” Encouraging women to “think bigger,” about their career and the entrepreneurial marketplace is exactly what Christine had in mind for Domi Station’s Think Bigger event. Held twice a year, the event is a partnership with the Big Bend Minority Business Chamber in order to “encourage women to explore beyond their professional boundaries and business models and to show them the opportunities available in tech and help them find ways to get plugged in.” Ultimately, Christine wants women to think about their own vast potential. “Let’s think about national platforms, going beyond local with your profession and business. Don’t just open a stand at the mall, open a stand online. Interested in law enforcement? Then consider cybersecurity. The opportunities to go beyond what you think are possible are limitless.”

[Holly Weinrauch]

With Cuttlesoft “Creating Movable Art”

networking opportunities, and I’ve met people I never would have had the chance to meet otherwise.” As unpredictable as this career focus has been, Chana is able to continue learning the science of meteorology and continue doing research, which is more interesting to her than making a daily forecast. Building a startup at Domi Station gave her invaluable perspective on the powerful dividends of collaboration. “It was encouraging to see other people doing their own work and enjoying it, and I wanted that. It can be tough for startups, but when you are going through it with other people it’s easier to push through—if they can do it, I can do it. We are all in this together.”

Among the many designs Holly Weinrauch has worked on, perhaps the most ingenious is a robot…that is driven by a fish. The fish, held in a small bowl, is placed on top of the flat base of the four-wheeled robot that looks like a remote-controlled car. As the fish swims in the bowl, the movement creates the electrical current that propels the robot forward. As jaw-dropping as the invention is, Holly, who will graduate from Florida State in the spring, considers this just part of her position at Cuttlesoft. “Movable art that can illustrate the different dimensions to a concept or program— that’s what I try to accomplish with everything I do.” Majoring in studio and 3D art, with a focus in interactive media, Holly first came to Domi Station to meet with a professor to work on a project. She says, “I got to know the people here and really enjoyed the atmosphere. After a few months, I interviewed with Cuttlesoft and was hired, giving me an incredible opportunity to work on projects that I would not have had the opportunity to engage in until after college.” The budding web artist used to describe herself as quiet. After finding her artistic and professional voice at Domi, Holly says, “I’ve been able to grow my communication skills and try new things. I’m building a career here.” She encourages others to give it a try. “Domi is a really great place for women in general—it’s all very female-friendly. If you have a business dream or aspire to work for a tech company, then consider startups. Don’t be afraid to move out of your comfort zone and explore a whole new world.” WWMB • Women Who Mean Business | Spring /Summer 2016



Breaking the Code [Dictionary] Accelerator: An incubator that expects to develop the company considerably faster than normal. Beta: Referring to a product (usually a software product) that is ready for pre-release testing by selected customers in real-world situations prior to general release. Code/Coding: A system of signals used to represent letters or numbers in transmitting messages. The instructions in a computer program. Instructions written by a programmer in a programming language are often called source code. Richard J-P Bastien, DMD

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Incubator: An organization that fosters the growth of new ideas or companies. An incubator generally acquires small companies and provides them with financing, management expertise, office services and possibly office space. Incubators may adopt a think tank approach and look for synergies between the ideas, products and technologies they are developing in order to grow faster. Platform: The type of processor and/or other hardware on which a given operating system or application program runs. Pre-Beta: An early test of new or updated software or hardware conducted by the developers or manufacturers prior to beta-testing by potential users.

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Major Audrey Smith

By Michelle R. Nickens | Photography by Romina Rivadeneiraa

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“Mrs. Wells was appointed by the police commission . . . and reported to the Chief of Police, who informed her of her duties as a police ‘officeress’ and pinned her star on her.”—Alice Stebbins Wells, sworn in on September 12, 1910, believed to be the first woman law enforcement officer and who became the founder and first president of the International Association of Police Women

Having helped provide resources and services to law enforcement officers for more than 20 years, I was honored to interview Major Audrey Smith from the Tallahassee Police Department. Breaking through the barriers of a male-dominated field takes courage, persistence, passion and hard work. Major Smith possesses these qualities and more, which have been instrumental in helping achieve her goals. She is a leader, a mentor, a mother, a community activist and a volunteer. She is the first African-American woman to serve as major at the Tallahassee Police Department, overseeing the Operations Bureau, which includes all patrol-related functions, managing over 200 sworn officers and additional nonsworn staff.

“Do what you know is best for you. Believe you are capable. My mom said that when they say you can’t, it’s up to you to prove that you can. She said that when barriers are placed in your way— go over it, through it, around it—just don’t give up. Don’t let anything or anyone stop you from achieving your goals.”

“In high school,” she explained, “I learned about inconsistencies that juveniles faced. Not having a second chance. It didn’t seem fair. My teacher said the only way to make a difference is to be part of the solution. I took his words to heart. When I told my parents I wanted to be a police officer, they said I could. “You can be anything you choose,” they said, “but you must attend college first.” I attended Florida A&M University and earned a bachelor’s degree in criminal justice and a master's of applied social sciences.”

Men have a tendency to protect women, even an officer. Even though I had the same training, wore the same gear and possessed the same skills, I had to prove myself and show them that I could do the job. As females, we have different advantages, such as verbal judo. We talk our way through adverse situations often, in a way that gains compliance and de-escalates a situation.”

Major Smith has worked at the Tallahassee Police Department since January 1988 and has served in many capacities. “Initially, I faced challenges with some of my male counterparts. But not for the reasons you may think.

Achieving goals isn’t easy. It takes time. “You have to be persistent,” Major Smith said. “Do what you know is best for you. Believe you are capable. My mom said that when they say you can’t, it’s up to you to prove that you can. She said that

when barriers are placed in your way—go over it, through it, around it—just don’t give up. Don’t let anything or anyone stop you from achieving your goals.” Major Smith has two children, now grown, whom she raised mostly as a single parent. “It was challenging,” she said, “but my children were my first priority. Looking back on it, I don’t know how I did it. I do know that if you take care of those you love first, you’ll perform better at work and in life.” With all the stress of her career, there is one thing that Major Smith loves to do, a hobby that I can relate to— shopping. “I don’t have to buy a thing,” she said. “I just get lost in looking. I also love to travel and to read.” Major Smith is active in her church, Tabernacle Missionary Baptist Church, and is a member of Alpha Kappa Alpha Sorority, Inc. She serves on boards of directors for the Tallahassee Human Relations Council, the John G. Riley Center Museum, the African Caribbean Dance Theatre and the Lincoln Neighborhood Advisory Council. “There are many women who have charted the course,” Major Smith reminds us. “Look to other women and use each other for support.” Major Smith is paving new roads as a leader in Tallahassee and mentoring youth who want to become police officers. “Only you can chart the path for yourself,” she stressed. “Work hard, and it will pay off.”

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special sponsor section

Breaking the Mold: Tara’s Story It’s no secret that male workers, at least in terms of quantity, largely dominate the automotive industry. In fact, according to the Bureau of Labor Statistics, in 2014 women made up only 21.4 percent of all employees at automotive dealerships nationwide. This is just one of many things that make Tara Dupayne, a salesperson at Dale Earnhardt Jr. Buick GMC Cadillac, truly special.

In Tara’s own words, she “somewhat stumbled” into the auto industry when she took a job working in Dale Earnhardt Jr.’s Business Development Center. She started off answering all inbound calls to the dealership and addressed Internet inquiries customers usually have when they first start thinking about buying a new or used car. Out of the three years Tara has worked at Dale Earnhardt Jr. Buick GMC Cadillac, two were spent in this fast-paced environment. Although it was stressful at times, Tara continued to learn in her new position and eventually earned the opportunity to transition to the sales team. “Working in the Business Development Center helped me get to where I am today in sales,” explains Tara. “Even though selling cars is a different ballgame, working with the clients is still the same. I love the interaction with my clients and the people on the lot, sharing stories and hearing stories.” What is it like working in what many consider to be a maledominated industry? Tara explains, “As a woman, one of the challenges I’ve faced is selling to someone who feels you have no knowledge of the vehicle you’re showing them. You can’t let that get to you. You’ve got to prove to that client that you know what you’re talking about and that you want to earn their business.” When asked about her perspective on the consumer side of the business, Tara had some refreshingly good news. “It’s not as bad as it used to be. I’ve heard the stories, but there are a lot of trustworthy Client Advisors out there. If you’re not comfortable with the person you are interacting with, just remember you always have a choice.” Outside of work, Tara makes sure she sets aside time for the important things in life. A native of Tallahassee, she is the mother of one boy, 15, and one girl, 9. “When I have time outside of work, I love to sit with family and do one thing, relax. Road trips are always great too. I love driving. It gives you time to clear your mind.” The automotive industry needs more people like Tara. In a maledominated environment, having a female’s perspective seems a breath of fresh air to coworkers and customers alike. And for women that are passionate about cars, the future looks bright. “There’s so much opportunity in the car industry for women” says Tara. “Look at where I am today!” 32 WWMB • Women Who Mean Business | Spring /Summer 2016




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special sponsor section

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make your space more functional with the addition of rollout trays and accessories. Whatever you can imagine for your kitchen, we have multiple options and will work within your budget. We also pride ourselves on working with your daily routine, so that improving your home is a fun and enjoyable process and not a disruption to you and your family.”



Frank and his wife relocated to Tallahassee from Pittsburgh in 2005. He joined the Kitchen Tune-Up family of franchises in 2010, after working in the telecommunications field for nearly four decades. The Kitchen Tune-Up franchise system has consistently been ranked first in its category by Entrepreneur magazine for over 20 years, and Kitchen Tune-Up prides itself on 8 customer service Trustpoints that are applied to every project. “I enjoy having the benefits of being part of a national franchise, while still being locally owned and operated,” said Frank. “There are locations across the country, which helps me stay upto-date on all of the latest kitchen trends.” For more information or to schedule a no-obligation consultation with Frank, call Kitchen Tune-Up today at (850) 765-0558 or visit kitchentuneup.com.

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special sponsor section Christy Jennings Creative (CJC) is an award-winning graphic design agency committed to its clients. Christy Jennings, design professional and owner of CJC, has over two decades of experience in design and marketing. Christy grew up in Tallahassee, taking art classes at both Brush and Palette and Leon High School. Her affinity for art led her to Berry College, where she graduated with a degree in Fine Arts with a concentration in graphic design. Since then, Christy has worked in both public and private sectors, including at Tallahassee Woman, leading the design of the magazine for over six years. Under her creative direction Christy oversaw the design and development of several projects that received top award recognition from the Florida Magazine Association (Charlie Award) and American Advertising Federation (Addy Award).

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Born in Caracas, Venezuela, photographer Romina Rivadeneira moved to Southwest Florida as a teen. She earned a bachelor of fine arts in fine arts photography from Savannah College (Art & Design) in Savannah, Georgia. Soon after, Romina moved to Paris, France, to pursue fashion photography, shooting designer runway shows while attending Paris-Sorbonne University for a minor in French. Romina returned to the United States to attend Portfolio Center in Atlanta, Georgia, for commercial photography. In 2000, she moved to Miami, Florida, where she started her business I Shot The Bride® while still shooting portraits and other commissioned work. In 2015, Romina and her family moved to Tallahassee. Romina photographs brides, families, kids, pets and client work throughout the Southeast and beyond. She also is a freelance photographer for Tallahassee Woman Magazine.

Romina Rivadeneira

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WWMB • Women Who Mean Business | Spring /Summer 2016




Pushing the Stratospheric Envelope By Jordan Berns

In mid-May two high-altitude weather balloons will

be launched from Buck Lake Elementary School here in Tallahassee. The launch will be streamed live, accompanied by two interactive lessons, as the balloons make their way into the stratosphere (about 104,500 feet up to be exact). While this is officially the First Annual Weather Balloon STEAM (science, technology, engineering, art, and mathematics) Virtual Fieldtrip, this isn’t the first time Buck Lake Elementary School has launched a high-altitude weather balloon. Fourth-grade teacher Bryan Howard raised funds from his class and launched the first weather balloon from Buck Lake in 2014. In 2015, Bryan, with the help of Jan Hamilton, a gifted teacher at Buck Lake, wrote a grant to the Foundation for Leon County Schools to have four weather balloons funded and launched. This year, another Foundation grant was awarded to Buck Lake, and the First Annual Weather Balloon STEAM Virtual Fieldtrip was born. 38 WWMB • Women Who Mean Business | Spring /Summer 2016

Both Jan Hamilton and Monique Eick, a fourth-grade teacher at Buck Lake, are heavily involved in the planning and execution of the upcoming balloon launch. Both women teach STEAM initiatives to their students and have an affinity for math and science. “We believe that this project inspires students to be excited about school and the STEAM fields,” said Monique. The team also believes that this project can benefit more than just the students tuning in. “Science awareness through this project is heightened not only for our school community but also for rural residents who found the balloon when it landed,” said Jan, “And thanks to Monique, we’ve had more than a thousand people view and like the video!”

While the project is meant for educational purposes within Buck Lake Elementary School (around 650 to 670 students), the team encourages not only Leon County elementary schools but schools from other states to participate in the activities as well.“We currently have RSVPs from four states other than Florida,” stated Monique. “Because of our ability to live-stream the event and record it in a DVR-type format that can be started and stopped at a teacher’s leisure, the student impact could potentially be in the thousands!”

A project of this magnitude has the ability to affect students in more ways than one. With two women at the forefront of this venture, female students are provided with role models in the STEAM field, proof that women can be scientists too. “I absolutely think it is important for more women to be involved in the scientific community,” said Monique. “I work hard in my classroom to encourage young girls that they can do anything and be anything they want to be. The more we teach STEAM lessons in the elementary education environment, the more we will

expose both boys and girls to awesome, hands-on activities in STEAM fields and the more we are able to engage their minds and broaden their horizons.” To celebrate the hard work put into this event by the Buck Lake Elementary School staff and the ongoing STEAM initiatives in place in Leon County schools, tune into the launch on May 19th from 9 a.m. to 1 p.m. Visit bucklakehighflight.weebly.com for more information.

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By Dr. Gabrielle K. Gabrielli

Why would a lifelong entrepreneur

start a nonprofit? My motivation was a passion to make a positive difference in others’ lives. I’ve given dozens of scholarships for SCUBA certifications to people with disabilities, helped a Make-A-Wish Foundation donation and provided foster and medical care to hundreds of orphaned and injured animals. I am excited for all the great things Life Worth

Leading, my 501(c)(3), will be able to do to further improve lives. In my professional life, I love my work as a leadership coach, speaker, and trainer helping people and organizations clarify and achieve their goals. I conducted my doctoral dissertation at the U.S. Military Academy in New York, where I also started Gabrielle Consulting. The focus is improving motivation, performance

40 WWMB • Women Who Mean Business | Spring /Summer 2016

and learning. Soon after earning the Ph.D., I joined Leadership Tallahassee, opening my eyes to this compassionate community. Five years ago, I became a Maxwell-certified speaker, trainer and coach. Each investment in myself increased my ability to serve others. I went from having a home-based business to renting a small office to leasing the building, and last year, I took a leap of faith and bought the

building! The Leadership Development Center is an elegant space that inspires positive transformation, including with professionals in my Leadership Academy. I also teach SCUBA, and I always ran that part of the business like a nonprofit. I earned a Handicapped SCUBA Association instructor certification because I saw an unfulfilled need. I love bringing teams of volunteers and gear to Sportsability, Rotary Youth Camp and The Family Café to share my joy of the sport and how it transforms lives. There are many parallels between my professional work and SCUBA—both help people overcome fears, get out of their comfort zone and expand their worlds. I often recommend SCUBA to my coaching clients when fears or insecurities hold them back. The biggest disability is fear.

㔀㌀㔀㠀 䌀愀爀椀猀戀爀漀漀欀攀 䰀愀渀攀 㐀䈀䐀  簀  ㌀䈀䄀  簀  ㈀Ⰰ㠀㌀㌀ 猀焀昀琀

䌀愀氀氀 唀猀 吀漀搀愀礀 昀漀爀 夀漀甀爀 倀爀椀瘀愀琀攀 匀栀漀眀椀渀最℀ ㌀㜀㐀㄀ 䈀漀戀戀椀渀 䈀爀漀漀欀 䌀椀爀挀氀攀 㔀䈀䐀  簀  㐀⸀㔀䈀䄀  簀  㐀Ⰰ㘀㜀㐀 猀焀昀琀

㈀ ㄀ 吀栀漀洀愀猀瘀椀氀氀攀 刀漀愀搀 吀愀氀氀愀栀愀猀猀攀攀Ⰰ 䘀氀漀爀椀搀愀 ㌀㈀㌀ 㠀

䠀攀琀琀椀攀 匀瀀漀漀渀攀爀 ⠀㠀㔀 ⤀㔀 㤀ⴀ㐀㌀㌀㜀 䰀椀渀搀猀愀礀 䔀氀氀椀漀琀琀 ⠀㠀㔀 ⤀㔀㐀㔀ⴀ㈀㐀㘀㌀ 䌀愀氀礀渀渀攀 䠀椀氀氀 ⠀㠀㔀 ⤀㔀㐀㔀ⴀ㘀㄀㐀

“True transformation to leadership begins when people overcome fears and selflimiting beliefs to get out of their comfort zone and into their strength zone.” 䠀䤀䰀䰀匀倀伀伀一䔀刀⸀䌀伀䴀

My heart has always been in the nonprofit world. I’ve been an active volunteer, donor, and board member in several nonprofit organizations, plus I’ve served for over ten years with Community Human Services Partnership. We live in one of the most kindhearted communities I’ve ever experienced; most people are informed of the issues and want to make a positive difference. I will continue to help other nonprofits and am certain Life Worth Leading will be able to provide even more resources than I was able to do as an individual. If you are considering starting a nonprofit, now is a great time to do so. Here are some reasons: • When you give, you get. Giving is incredibly fulfilling and rewarding. • The IRS now has a fast-track application form for smaller nonprofits. • You will have an opportunity to make a real difference in others’ lives. When you match your passion with your purpose, wonderful things can happen to transform lives! WWMB • Women Who Mean Business | Spring /Summer 2016



for every businesswoman


Riding the Waves of Life’s Changes By Judi Micale

Every sunset brings the promise of a new dawn –Ralph Waldo Emerson 42 WWMB • Women Who Mean Business | Spring /Summer 2016

Sometimes shifts in life are like tsunamis. They happen

suddenly, come along and wash everything away that you thought was supposed to be, leaving you shell-shocked and wondering— what just happened? What am I to do next? How do I handle this? Sometimes they occur gently, and you look back and wonder, “When exactly did I change?”


Help comes in many different forms when a shift happens. You may hire someone to assist you in sorting through all of the debris of what was your past (counseling). You may hire someone who tasks you with steps of action (consulting). You may look to someone you respect and ask them how they handled it (mentor). You may hire someone who inquires, “What is it that you want to accomplish from this moment on (coach)?”

I love working with clients who are ready to explore their purpose and fully live an authentic life. That means the journey is different for each client, but we are in it together... through the challenges and successes. I love what I do! ~ Judy Micale

Inquiring, Inspiring, Initiative, Innovative—all great words for what occurs when there is a shift in life. Shifts make you ask, “What is next?” They inspire you to wonder what your purpose is. They cause you to take the initiative to explore that one dream you had put on the back burner. They create a space where you think outside of the box. Fear, Freedom, Feeling are all words that come to mind when a shift occurs. Fear of the unknown. Freedom from where you thought you needed/had to be. Feelings—oh so many feelings: you could go through the stages of grief, you could find yourself doing a happy dance, you could feel the icy hand of fear, you could have that pit in your stomach of regret. You could just be in shock. Yes, a shift can cause any and all of these things. The action you take once you process and sometimes even when you are processing is the key. It doesn’t have to be a huge action step—even a tiny one is huge in these moments. Time is a crucial step. We may feel we “have to” move quickly, yet if we allow ourselves to take the critical steps of survival and leave some space for the time to process all that has occurred, then we have given ourselves a gift—the gift of time to explore new possibilities, the time to process where we are today and what we would like to see happen in the future. Take care of the main needs of food, shelter, etc., but build in some time to dream, explore what is next and set some goals for the future. Special—it doesn’t always feel like a shift is special. Yet when we look back at major shifts in our lives and explore the new paths the shifts have created for us, there are moments that we can see that are special. Keep in mind that shifts are not always negative. Shifts come when good things happen as well: when a child is born, when we find a new love, marriage, move to a new place, win something. Shifts come in many different forms. It is what we do with them, how we choose to explore them, that makes each and every one us of unique.

Author | Coach | Consultant | Speaker 850.212.2169 jmicalecoach@gmail.com Tallahassee, Florida

www.theauthenticitycoach.com jmicalecoach


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WWMB • Women Who Mean Business | Spring /Summer 2016



Because every working woman needs connections, the Working Women's Web (WWW) will provide a network of opportunities, insights, groups and events to help you link up and branch out in your professional space and beyond. Browse through our menu here or online at www.talwoman.com. E-mail us at wwmb@talwoman.com.

Working Women to Watch Spotlight Organization Highlight Biz Scene Get Connected

www.talwoman.com 44 WWMB • Women Who Mean Business | Spring /Summer 2016



El’lise Bethel, founder of High H.E.A.L.E.D Hearts—H3, established this organization to assist families affected by domestic violence. H3 offers preventive tools, counseling and education. She has been nominated for a Black Woman Are Award, to be held in Atlanta, Georgia, in May, and is preparing for the inaugural “Labor and Delivery Conference,” to be held on June 3–4 in Tallahassee, as well as the 2nd Annual Blow Out Domestic Violence Week and the 2nd Annual Paint the Park Purple. Attorney and former judge Dina Foster was recently awarded the Tallahassee Young Lawyer’s Section Outstanding Thunderdome Participation Award. Thunderdome is a one-year “boot camp” created by Tallahassee’s Legal Aid Foundation for attorneys to get acquainted with the pro bono system and family law. Dina has dedicated her career to helping children and families and believes that pro bono services should be a top priority for any attorney. Christina Neuhauser, the director of Administrative Services at Salter>Mitchell, is now dual-certified as a Senior Professional in Human Resources (SPHR) from the HR Certification Institute and a Senior Certified Professional (SCP) from the Society for Human Resource Management. Christina has been with Salter>Mitchell since 2007. Before joining the firm, she spent six years working as an Account Technician at the U.S. Attorney’s Office. She holds a master’s degree in Communication Theory and Research. Sally Butzin recently teamed up with her daughter, Charlotte Butzin Beal, to write a book that challenges the new norm of “manic birthday parties.” Best Buddies Birthday offers parents a comprehensive

guide for fun and simple parties. The mother-daughter duo attributes their inspiration for writing the book to their concern over excessive and expensive parties becoming a norm combined with their concern for the amount of stress that is placed on children when planning parties. Karen Asher-Cohen is a recipient of the 2016 Breaking the Glass Ceiling Award, an award created for Jewish women in Florida who have been successful in stereotypically maledominated fields. In 1998, Karen represented the State of Florida as an establishing member of the ICHEIC (International Commission on Holocaust Era Insurance Claims). She helped Holocaust survivors and family members with unpaid Holocaust-era insurance claims, resulting in over $500 million paid to over 82,000 claimants. In 2003, Karen became Deputy Commissioner at the Florida Department of Insurance and became a founding shareholder of her law firm, where she represents many national and multinational insurance companies and public boards. Princess Ousley and Cathy White recently launched their new business Elite Office & Business Solutions. The online company provides office and business supplies to public and private sector customers. The company is a certified Women Owned Business Enterprise (WBE) and Minority Owned Business Enterprise (MBE), and also holds additional diversity certifications at the federal, state and local levels. Barbara Uchino is a seasoned psychologist who, after working at Florida State University’s counseling center and then more recently at the Department of Veteran Affairs, has opened up her private practice in the Midtown area for clients with mental health issues, including depression, anxiety and adjustment. She also provides couples therapy, helping partners with their struggles at any stage in their relationship, and is a certified sex therapist.

WWMB • Women Who Mean Business | Spring /Summer 2016




college to work for myself. I went to college to work for the government and to be a great citizen.”


In some markets,

when you think of real estate, the image of a successful man in a sharp suit comes to mind. However, that is not the case here in Tallahassee. In fact, women make up the majority of realtors in Tallahassee, and Christic Henry is one of those women. Christic serves as the Managing Real Estate Broker of Kingdom First Realty. With more than 11 years of experience in residential sales and real estate consulting, Christic has impacted the lives of more than 500 homeowners with her services. She realizes that she is much further than she thought she’d be when she was a political science student at Florida State University. “I didn’t go to

From the time she and her husband started Kingdom First Realty, she knew that it would be nothing short of what she calls a “faith walk.” “My husband and I always pray about what we should do before moving forward with any endeavor. The name of our business and the answer to our prayer came to my husband in prayer one night,” said Christic. “We use it as a guiding point to always keep the kingdom of God first in all of our endeavors.” Christic equates the ownership of a home or property with security for a buyer’s family. With a mission to “create, conserve, and compound wealth through real estate,” Kingdom First Realty puts the power of homeownership in the hands of many that believe that they could not own a home. Christic is also a certified Foreclosure and Default Intervention Consultant. In this position, she helps to bring the light and life back into the eyes of distressed families that are in jeopardy of losing their homes to foreclosure and defaulted loans. “I would like to see homeownership impact and create life in distressed communities,” said Christic.

The Big Bend Minority Chamber of Commerce By Diamond Hunt-Coleman

owned businesses. The goal of the BBMC is to level the playing field by helping members gain access to business opportunities in the private and public sectors. They work with financial institutions, particularly women-owned institutions, to create avenues through which minority, ethnic, women and small businesses can gain greater access to credit, capital and other financial instruments.

The Big Bend Minority Chamber

of Commerce (BBMC) fights for legislation that promotes small business growth and policies that address the challenges of small, ethnic and women-

Furthermore, the BBMC also strives to assist in the establishment of minority, women and small-owned businesses and to facilitate the sharing of practices and industry data. To help achieve this goal, it utilizes a variety of mechanisms,

46 WWMB • Women Who Mean Business | Spring /Summer 2016

including training, web-based tools, peer networking, coaching, resource partners, and information products. The Big Bend Minority Chamber of Commerce is committed to helping small business leaders achieve stellar performance and growth through entrepreneur and business management training. This is why they offer quality educational opportunities and professional development resources for members to gain access and knowledge on how to grow and maintain successful businesses. For more information about the Big Bend Minority Chamber of Commerce, visit mybbmc.org.

GET CONNECTED Business and Professional Women (BPW) BPW aims to elevate the standards for working women in business and in local and state government while bringing out the spirit of cooperation among business and professional women. It also aims to promote the interests of business and professional women, including those in the private sector as well as those in local or state government, and to extend opportunities to business and professional women through education along lines of industrial, scientific and vocational activities. To join or learn more about BPW Tallahassee, visit bpwtallahassee.com.

sustainable, typically tie in with civic infrastructure and always bring a variety of people together. To join or learn more about KCCI visit kccitallahassee.com

Council on Culture & Arts (COCA) COCA is a nonprofit organization that serves as the facilitator and voice for the arts and cultural industry in Florida's capital area. COCA works with and for those who produce, invest in and consume the arts and culture in the area. COCA works hand-in-hand with the city, county, state and local school district as its cultural industry partners. Members are provided with listings and e-mails of weekly events and opportunities and reduced rates for COCA events. Advertisement and meeting space at low prices are also offered to members. To learn more about COCA visit cocanet.org.

Professional Women`s Forum Professional Women`s Forum works alongside the Greater Tallahassee Chamber of Commerce to provide an informal and interactive lunchtime program that features leaders from the Tallahassee community. The program extends beyond the biographies of the leaders to provide attendees with tools, strategies and takeaways for their own success. To join or learn more about the Professional Women’s Forum, visit talchamber.com.

Knight Creative Community Institute (KCCI) KCCI brings together a diverse group of community “Catalysts” who implement “sense of place” projects that help retain, attract and harness talent, increase entrepreneurship and enhance Tallahassee’s economic mobility. KCCI projects are

Leads Groups Leads Groups are composed of local business people who believe that they can be more successful together than on their own. Through Leads, the sharing of best practices, referrals and encouraging each other’s common experiences, each group builds a network of trust and confidence that helps its members thrive. Each group is limited to one member from each business category. Contact Betsy Gray at (850) 521-3118 to check for openings.

Tallahassee Network of Young Professionals (NYP) Tallahassee NYP introduces young people to the “more vibrant side of Tallahassee.” It fosters personal and professional growth by connecting members through activities while offering career-enhancing opportunities. NYP offer members the opportunity to network in various settings and opens the door for long-lasting connections to be made. To join or learn more about NYP, visit tallahasseenyp.com.


Toastmasters International Toastmasters International is known as a world leader in communication and leadership development. Members who participate in Toastmasters improve their speaking and leadership skills by attending meetings at one of its meeting locations around town. To find meeting location and to learn more, visit toastmasters.org. Women’s Prosperity Network (WPN) WPN was founded to create a new type of networking for women. WPN helps to create an environment where women can constantly find support, education and advancement in their personal and professional lives. With the use of online and offline resources, paired with their signature formula “Brilliance, Brainstorming and Breakthroughs,” women come together with a commitment to excellence and sharing their gifts and talents. To join or learn more about WPN, visit womensprosperitynetwork.com. Women Who Mean Business (WWMB) Community The WWMB Community was created for inspiring businesswomen in the Tallahassee area for networking, information and other valuable resources to engage in the community, such as networking and educational opportunities, events, online information, newsletters, social media updates and the newly released WWMB Magazine. There is no fee to become a member. To register as a member and for additional information, visit the Women Who Mean Business Community online at the website talwoman.com under the tab, Women Who Mean Business.

WWMB • Women Who Mean Business | Spring /Summer 2016



BIZSCENE Tallahassee Women Lawyers


Tallahassee Women Lawyers hosted an event that featured American Bar Association President Paulette Brown. The event had over 120 people in attendance, including Supreme Court justices and other members of the judiciary. 2


5. 4.


1. Magie Ozarowski, Linda Bond Edwards, Marisa Button, Catherine Chapman, Christin Gonzalez, Elizabeth Barron, Karla Ellis 2. Jack Harkness, Honorable Barbara Pariente, Martha Barnett 3. Karla Ellis, President Paulette Brown, Honorable Peggy A. Quince, Honorable June McKinney 4. Angelique Hutchins, President Paulette Brown, John Hutchins 5. Christin Gonzalez, Marisa Button, Magie Ozarowski, Lee Wagner 6. Catherine Chapman, Honorable June McKinney, President Paulette Brown, Dorcas Washington 7. Sandy D'Alemberte, President Paulette Brown, Martha Barnett


48 WWMB • Women Who Mean Business | Spring /Summer 2016


WWMB • Women Who Mean Business | Spring /Summer 2016



COMING UP IN THE NEXT ISSUE OF WWMB... + Making It Her Business–Entrepreneurs, Women in Media and Communications and Women in the Medical Field + Why Being Thankful Is Good Business + Top Trends in Marketing and Advertising 50 WWMB • Women Who Mean Business | Spring /Summer 2016



Entrepreneur • Innovator • Legacy • Rockstar • Service • Torchbearer


May 12, 2016

at the Florida State University Alumni Center Grand Ballroom (1030 West Tennessee Street, Tallahassee, Florida)

as we recognize and honor dynamic businesswomen who are “on fire”

with their passion, leadership and dedication to the business community.

To purchase tickets or become a sponsor visit


For further information or questions call (850) 893-9624 or e-mail WWMB@talwoman.com

WWMB • Women Who Mean Business | Spring /Summer 2016





Tara Dupayne is dedicated to providing women in Tallahassee an easy car buying experience.


1850 Capital Circle NE | www.godalejr.com 52 WWMB • Women Who Mean Business | Spring /Summer 2016