Leslie Fishlock: Woman Entrepreneur of the Year
by Joy JordanLeslie Fishlock of Genevate Corporation was named the American Business Women’s Association’s Woman Entrepreneur of the Year on August 8, 2006. She spoke to Cape Business at length about her approach to business and her keys to success.
Please describe your business.
President/CEO and co-founder with Chris Corriveau of Genevate Corporation. (Also, the CGE – Chief Genevate Evangelist.)
Genevate is a professional Web design and Web Development firm, specializing in customized Web sites and Web applications using Web standards, accessibility guidelines and W3C compliancy.
We have been in business just over four years, and are located in Cataumet.
What services and products do you provide to your customers that sets you apart?
In any business, everyone tries to set themselves apart by being the least expensive, the most expensive, the longest in business or the most widgets sold. I think what sets us apart is the exceptional value, among many other reasons.
It can be argued that Web companies are like any commodity, they are mostly alike and the decision a consumer makes is mostly based upon budget. I think we have completely shattered that perspective. The quality of work, the value, the education of the client, and our unparalleled passion for our work is definitely what sets us apart. We also do custom work, which I think really defines us; database-driven, content management and custom apps.
I surmise the “Standards, Accessibility and Compliancy” would be another thing that makes us stand out – we are pretty much the only company on the Cape with that meets those requirements. We believe in “Social Responsibility with Innovative Technology.” Accessibility and compliancy are huge and is the law in many countries, including the United States. Depriving anyone of the ability to view a Web site – whether disabled or not – is a civil rights violation.
I would add that we get complimented all the time about my fanaticism to answer our phone on the first ring and to return calls promptly. That is my biggest pet peeve and it drives me crazy if a company makes me wait or never calls back; bad customer service is a death knell for any business.
How do you market your business?
Ferociously! But not necessarily all mainstream marketing. I believe my clients are a large part of that, and their success translates into new marketing opportunities for us. We use the human element a great deal as we have a strong cadre of strategic partners all around the country. I network, both online and offline, a good portion of my week. Create opportunities. Not only for me, but for my clients, partners and friends, also.
Our sites create online exposure on search engines. We are zealots in self-promotion. We write lots of press releases. We advertise carefully. Our biggest advantage is that we sell without selling – that’s all about marketing, creating relationships. No hard sell, never pushy, that’s just not our style.
How do you compete with large chain/online/big-box/discount firms?
We don’t and we really don’t need to. Any large online Web company is focusing on volume through cheap sites, free this, free that. Our focus is not volume, it’s quality. Not that increasing volume is bad, it’s just that their market segmentation is for fast, cookie cutter, high-pressure Web sites made in a day. And a lot of people want just that. We are in the relationship and problem solving business. That is a business model that works for them, just not us. We aren’t bloated and we certainly aren’t generic like these companies. This is where that flexibility part comes in handy. Ever noticed how fast technology changes? You can’t stay progressive when you are running a company with a 1990s business model.
What professional and community organizations do you belong to?
I am currently a board member of the Falmouth Chamber of Commerce, and I chair two committees very dear to me, the Business Exchange Committee and the Governmental Affairs Committee, and I am on the Ambassadors. I am on the Board of the nonprofit Wings for Falmouth Families, and on the Advisory Board for Turning Pointe Dance Studio, two phenomenal organizations. I am engaged with many networking groups around the Cape and beyond. We are Associate Members of the Cape Cod and the Islands Association of Realtors, a member of the Cape Cod Technology Council, and recently have joined the ABWA. I am active in community and state politics – you can’t run a business effectively if you don’t know the impact on your business from the state and federal government.
Genevate engages in many community-based programs and speaking engagements around Falmouth and the Cape, going into the schools for Career Days or assisting with entrepreneurial classes. I love this part! If I can offer anything to get kids motivated to be their own boss, especially the girls, I will do it. Everyone needs to have that inherent entrepreneurial spirit lit up once in a while!
Is there a difference between being a businessperson and a businesswoman?
Besides a little PC distinction, I do believe there is a difference in how they are viewed. I believe the term “businesswoman” is less of an anomaly these days, but it does conjure up a bit more of a struggle to get there then men. It’s a fact women take more time from work for family and kids, and that can be a struggle for some women. Do I stay home with my kids, or do I close a deal a sweet deal with Sony? Hmm, let’s see....
It may be biased, but I do smile wider when I see a woman start a business and become successful. I think in a way, it reminds me of myself years ago.
Is networking important for small businesses in a place like Cape Cod?
I believe that building relationships with people is very important, and networking is a great buzzword, but only the beginning. Building relationships is the next step after networking; this is when you actively work to create bonds with other businesspeople. And some of these relationships may not directly yield fruit, but they are the catalyst for trust, and for you to refer business and for you to get business. Some referrals might be secondary, or tertiary, but they derive from that one relationship.
I subscribe to the Resource, Initiative and Evangelism style. I have become a resource for anyone to call – even if it isn’t Web-related, I will find them an answer. I constantly take initiative and create opportunities out of challenges for myself and those around, and I love my clients and strategic partners, ergo they are my best evangelists about my business.
The Internet has broken down the barrier of “Know Thy Customer.” Your customer is the world! Embrace it. Our clients and strategic partners hail from all over the U.S., Europe and elsewhere, and a lot of them I have never met. It doesn’t mean I don’t have a relationship with them. I also have many clients who cater to a global community and they are life coaches, consultants, and others in the travel and retail field.
What are the greatest challenges and opportunities facing entrepreneurs on Cape Cod?
Are we a region of technologically sound businesses that can compete globally? Or are we Vacationland USA or Retirement Mecca? We need to distinguish and set some long-term goals.
Also, use of the term “Cape Cod.” Some companies, maybe in tech and other fields, dance around it because potential clients off-Cape and on-Cape will think we are provincial here and not as experienced as others in Boston and New York, which is utter and complete nonsense. We compete on that level all the time.
Others, in areas including retail and tourism don’t use it and leverage it enough on a grand scale, such as sell online or market themselves online better. Cape Cod is a world brand – embrace it! Turn your challenge into an opportunity; my out-of-state clients know they can make an appointment with me and head out fishing or to the beach after the meeting. What could be a better sales point then that – doing business with a Cape company?!
What does it take to be a successful small business owner on the Cape?
Visibility, Flexibility and Confidence. No matter how you stay visible in the limelight, do it. Whether it is an event, an ad or an e-newsletter, keep your public aware of where you are and what you are doing. Nothing worse than hearing, “Man, I thought you guys closed shop!”
Stay flexible. Don’t get mired in anything you can’t change. Stay flexible, stay aware and look at market trends. No one wants to buy from someone who won’t offer what you want – listen to your clients and the market. Most businesses fail because they can’t change fast enough. Smaller businesses always have the edge on larger businesses, so being flexible is good! Love it!
Be confident. No one wants to do business with someone who seems a bit unsure of their product or service, or themselves. Put that look on your face, or that inflection in your voice that says, “I am the solution to your problem.” I do that all the time, and people eat it up. People love to be around positive, confident and successful people; it’s infectious. I know I do.
What advice do you have for other women trying to be successful businesspeople and entrepreneurs on the Cape?
Be vigilant. Plan, plan and plan. Then plan some more – or you will plan to fail. Become active and involved. Pick your groups carefully. Always be true; to yourself and to your client. Remember that you will, from time to time, fail at things. This is inevitable. Just plan so the impact is not so great. Get up and try again. How you handle adversity, and change that into an opportunity, defines your character and integrity.
Get a damn good lawyer, accountant, business consultant, payroll company and mentor. Even the top CEOs in the country maintain mentors.
Feel free to call me! Knowledge is power. I would love to talk to any woman (or man) trying to start a business who just needs some support and assistance. I have documented all that went right, and a lot that went wrong. That’s real stuff you can’t get from any business book or pay for!
Any other thoughts?
Chris (Corriveau) made it possible for me to win this award and be successful!!!
Any female heros?
Meg Whitman – As CEO of eBay, proves that ladies in tech do indeed rock in the head office.
Ayn Rand – “Atlas Shrugged” brought us the values of reason, independence, hard work, personal integrity, and a unique moral vision – all values very important to me.
Condoleeza Rice – Strong, brilliant, successful and confident.
Wonder Woman – C’mon, she was America’s first female superhero! She is the archetype of every businesswoman!
Joy Jordan is managing editor of Cape Business magazine. She has worked in the technology and publishing industries and was chief copy editor for Cape Cod Community Newspapers. 
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