Thriving as a Woman Entrepreneur in Male-Dominated Industries

Women are increasingly opening businesses in industries typically dominated by men—a trend that looks like it will continue.

“In the last few years, we've seen an increased awareness toward the barriers facing women in male-dominated industries, and their success in spite of that. This is encouraging more women to enter these industries and more consumers to intentionally support them,” says Eileen Scully, author of In the Company of Men and founder of The Rising Tides, which focuses on improving the workplace for women.

I spoke to several women who are currently thriving in industries traditionally closed off to women. Getting a toehold in these spaces—and eventually staking their own claim—wasn't easy. But they told me they were able to do so by...

...Building Trust to Break Into the Club

Although there have been marked increases in the number of women executives in supply chain, the industry itself is still overwhelmingly dominated by men. (In a 2020 Gartner survey of 177 supply chain professionals, 17 percent were women.)

That didn't deter Phillis Chan from starting her own supply chain company. 

When Chan moved to the U.S. from Australia in 2012, friends and family began asking her to help them purchase goods only available in America. 

“I thought there must be other people around the world wanting access to U.S. goods but lacking contacts in America to assist with their purchases,” she says. “I discovered that the existing supply- chain solutions were complicated, time-consuming and expensive, so I started my own company to provide a one-stop-shop solution for U.S. retailers looking to expand globally.”

Deciding to start her company, Big Apple Buddy, was easy. Convincing companies to adopt her new method was a lot more difficult.

"In my initial interactions with prospective partners, my meetings were often with men," Chan says. "I found myself met with skepticism regarding my expertise in international logistics. This was especially evident, as I was asked basic questions rarely asked of my male co-founder when he took similar meetings."

To overcome the challenge, Chan focused on building trust with the e-commerce companies she wanted to work with by discovering their individual needs.

"With international order fulfillment, a one-size-fits-all approach doesn't work," she says. "I found that by working closely and collaboratively with our prospective partners, we provide solutions that fit seamlessly into their existing supply chain infrastructure, after-sales processes and customer service systems."

According to Chen, this approach takes more work, but is worth the effort.

"By demonstrating to your prospective partners that you're willing to invest the time and effort to make their lives easier, you will be able to gain their trust and ultimately win them over," she says.

...Bringing Innovation to a Stagnant Industry

Going to market with an unwavering belief in her product helped Riki Franco build a thriving business. Her company Prime 6 is the only-woman owned business in charcoal—and running it has come with its fair share of challenges.

“When I started Prime 6 in 2019, many people didn’t give me the time of day,” Franco says. “I was rejected, underestimated and simply not taken seriously.”

But Franco persisted, using what she calls “good old-fashioned legwork, hustle and a little bit of chutzpah."

"I knew we had an outstanding, innovative product that could become a market leader," says Franco. Her company's charcoal is sustainably made from recycled hardwood waste sawdust without chemical fillers or binders. It also features a unique hexagonal design that results in high, even heat and long burn time.

We are in a day and age that has changed the status quo and opened the stage for women emerging in all areas of business to become leaders and pioneers in uncharted waters... It’s up to us to make sure there are examples for them to reach towards.

—LyNea Bell, founder, GOTCONN

Franco was so convinced that her product would set the charcoal industry afire that she loaded up the back of her car, drove around New York City and knocked on the doors of restaurants and stores. She was met with resistance along the way, but kept knocking.

"When I was on calls with buyers or selling door-to-door, many did not give me the time of day. I was rejected, underestimated and simply not taken seriously," says Franco. "It was frustrating and infuriating, and some days were very hard to handle."

But Franco forged on, developing a strategy that she says, "stays true to who I am and how I do business. This includes being vulnerable, honest, authentic, [and] leading with passion, emotion and empathy. These are all traits we as women connect to fairly easily."

Franco's strategy paid off. Now after just 23 months in business, Prime 6 is rolling out in 6,000 stores across the country.

...Offering a Feature the Big Guys Don't Do Well

Intrigued by the inner workings of computers, serial entrepreneur LyNea Bell graduated high school at the age of 16 and went on to get a college degree in computer science. Using that knowledge, Bell launched a privacy-based search engine GOTCONN with the help of engineers.

“I created the search engine in response to what I’ve deemed as being 'cyber-stalked' when it comes to the way our privacy is used when we use a search engine,” says Bell.

Many search engines employ artificial intelligence to track data regarding a person's search history, whereabouts and purchase patterns.

“With GOTCONN," Bell explains, "it isn’t necessary to trade personal identifying information or privacy to get a great search experience.”

Though Bell acknowledges that there is a definite history of men dominating in high-powered fields such as tech, she believes that the tide is finally changing.

“We are in a day and age that has changed the status quo and opened the stage for women emerging in all areas of business to become leaders and pioneers in uncharted waters,” she says. “With the influx of young girls and teens being drawn into STEM programs, the pool will only continue to grow. It’s up to us to make sure there are examples for them to reach towards.”

...Letting Their Expertise Speak for Itself

For the last two decades, Lisa Tadewaldt has thrived in arboriculture, another industry not known for gender equity. Her company Urban Forest Pro provides homeowners with tree services from certified arborists.

“I've had some challenges, but feel blessed to have such a supportive team and loyal customers who respect and appreciate our work,” Tadewaldt says. “Early on, I did question whether I might not be taken as seriously as male counterparts, but I nipped that possibility in the bud by demonstrating my expertise and authority.”

This included ensuring that she was certified by the International Society of Arboriculturists and encouraging her staff to also take the exam.

"Lots of arborists don't have the designation, so it's noteworthy," she explains. 

Even though Tadewaldt acknowledges the challenges of being a woman in business, she hopes for a time when no differentiators will be required.

“Over the years, I’ve been overly cautious because I am a woman. I'd like to see other women not even consider that in their futures. Hopefully soon the designation of ‘female owner’ won’t be considered remarkable,” she says. “It will simply be normal and expected that 50 percent of the population are capable and competitive in their entrepreneurial and leadership efforts."

And with the trails these women and their foremothers have blazed, that hope is sure to become a reality.

Read more articles on leadership.

Photo: Getty Images