Are you thinking of becoming a certified woman-owned business? We spoke to founders and CEOs of designated women-owned businesses to find out why they got certified and what it did for them. Certification is complicated, but it can lead to big benefits – especially if your customers are large corporations or the federal government. The entrepreneurs we interviewed reported their certifications leading to:
- visibility advantages
- faster payment terms
- million-dollar contracts
- business-reviving grants
- connections to a strong community
- partnerships and collaborations with other women-owned businesses
So, why would you certify your business as women-owned, what is it like, and will it be worth it? These six leaders will tell you.
Kido Communications
Veronica Zanellato Kido is President, Publicist and Content Creator at Kido Communications, a marketing and communications firm that offers a range of advisory and implementation services.
How long have you been a certified woman-owned business?
I recently renewed my certification. My initial certification was granted on June 21, 2023.
Why did you initially go through the process? What did you envision the benefits would be?
I initially went through the process of conducting business with a large technology services company. The global procurement manager of supply chain sustainability and diversity emailed me stating that I had tagged myself on the Ariba platform as a diversely-owned business. The manager stated that the company “deems a supplier as diverse when it’s certified so by an appropriate government body or a third-party agency.” The client recommended that I get certification from WBENC or any state government office for the promotion of small/minority/women-owned businesses.
The immediate benefit for me was winning that client account. I would not have been able to do so without the WBENC certification.
What benefits have you seen from the certification?
The certification has brought numerous tangible benefits to my business. In addition to being recognized as a diversely-owned business and securing the client account mentioned earlier, we’ve experienced several other advantages. These include faster payment terms, with some companies offering Net 30 days as a benefit for woman-owned businesses, and increased positive publicity and visibility on social media platforms.
12PointFive
Liz Whitehead is CEO of 12PointFive, a business development consultancy that specializes in building business development strategies so that diverse business owners can leverage certification and ultimately win new business.
How long have you been a certified woman-owned business?
Since May 2017.
Why did you initially go through the process?
My company is a business development consultancy specializing in underestimated founders, so it was important to get certified and be a part of the community. I had previously worked for one of the WBENC regional affiliates – and I’m a business development person – so I had a good idea of what to expect and what not to expect. I knew I’d be joining a strong community, but also that I’d have to show up prepared and informed. I also knew the value of the certification includes visibility, opportunities to learn and grow, and opportunities to connect and make connections along with getting in front of large companies.
What benefits have you seen from the certification?
I have done business with some large corporations as a result of connections made through my certification. But by far the biggest benefits are the partnerships I’ve formed to grow and scale my business. I have formed a joint venture with a business partner to offer an on-demand version of my consulting services. I also have subcontracting relationships and media partnerships with other certified companies.
Design to Delivery, Inc.
Molly Gimmel is CEO of Design to Delivery Inc., a woman-owned small disadvantaged business that helps government agencies by providing acquisition and contract management, program management, financial management, clerical and administrative support, small business outreach, and training services.
How long have you been a certified women owned business?
We have been a certified women-owned business since about 2010.
Why did you initially go through the process? What did you envision the benefits would be?
We went through the process because we’re a government contractor and we wanted to be able to bid on contracts that are WOSB set-aside, which means that only certified WOSB companies are allowed to bid. The benefits are that a company has access to those set-aside contracts.
What benefits have you seen from the certification?
The benefits we have seen from the certification include bidding on and being awarded federal government contracts that are WOSB set aside, which adds several millions of dollars in revenue to our company’s P&L.
Seven Sisters Scones and Seven Sisters Kitchen
Farrah Haidar is co-owner of Seven Sisters Scones, a small but mighty gourmet food company that caters to corporate gifting requirements and Seven Sisters Kitchen, a bakery and café serving full-service breakfast and lunch in Johns Creek, Georgia.
How long have you been a certified woman-owned business?
Even though we have been in business for almost ten years, we only got our certification three months ago – we are brand new!
Why did you initially go through the process? What did you envision the benefits would be?
We waited a long time because we didn’t see any benefits for a small e-commerce company and café. Most of the benefits cater to businesses that do large governmental contracts or large consumer-facing businesses. We finally decided to get certified because we are introducing a new consumer good product (frozen take-and-bake product), and it was a plus for retailers looking to carry our product.
What benefits have you seen from the certification?
We haven’t seen quantifiable benefits yet. But our broker has told us that several retailers asked about the certification, and it has helped her introduce our product to large retailers.
Cheryl Overton Communications
Cheryl Overton is the founder and CXO of Cheryl Overton Communications, an award-winning boutique communications agency using creative strategy and storytelling to help brave brands impact culture and win with consumers. Proudly, 100 percent of Cheryl Overton’s Communications vendor spending is with women- and minority-owned businesses.
How long have you been a certified woman-owned business?
We have been certified since 2022 with WBENC, WOSB and NMSDC. We certified with ByBlack this year.
Why did you initially go through the process? What did you envision the benefits would be?
We initially went through the process as a credibility marker, so clients and potential partners would have an objective measure that our business had been vetted and could stand alongside other professional services firms. We envisioned the benefit to be access to high-value enterprise and government contract opportunities.
What benefits have you seen from the certification?
The benefits of certification include access to networking, visibility and continuing education opportunities. For example, I was selected to participate in a business accelerator for certified businesses at the Tuck School of Business (Dartmouth) which provided valuable insights to grow my business and leadership skills. This invitation came through WBENC and was sponsored by Wells Fargo who, through them, sought out entrepreneurs to support.
Aligned Leadership Academy
Dr. Karen Jacobson is CEO of Aligned Leadership Academy, which offers custom High-Performance programs to individuals and companies.
How long have you been a certified woman-owned business?
My business has been certified since 2019.
Why did you initially go through the process? What did you envision the benefits would be?
It was recommended to me to apply for certifications because it would provide potential work opportunities, especially access to government work and set-aside contracts. It also offers priority in the bidding process.
As a certified woman-owned Business, we would also have access to grants, funding, and various training programs to support our growth.
What benefits have you seen from the certification?
When I first got my certification, the majority of the benefits had evolved around community and training. As a WBE, we were provided plenty of professional development opportunities through WBENC and WEBC-West.
During the pandemic, that support continued. My business suffered dramatically during the pandemic. As a certified WOB, I received a grant that allowed me to move forward and revive my business.
I have used my certifications both with corporate entities as well as government. Most recently I was hired by a large company that specifically was looking to support certified small businesses.
On top of that, I have made some great connections with other women leaders of certified WOBs and have even collaborated on projects with them.
While it has taken some time to gain momentum, when you do the work, the results will follow!
Read more about how to become a certified woman-owned business.
[…] Interested in starting your own business? Read about successful certification stories here. […]