Interview: Monique Hayward, Author of Divas Doing Business: What the Guidebooks Don’t Tell You About Being a Woman Entrepreneur

Book Title:
Divas Doing Business: What the Guidebooks Don’t Tell You About Being a Woman Entrepreneur

Website URL:
http://moniquehayward.com

Social Media Links:
Twitter: http://twitter.com/moniquehayward
Facebook: http://www.facebook.com/pages/Monique-Hayward-Entrepreneur-Author-Speaker/386379025467
LinkedIn: http://www.linkedin.com/in/moniquehayward

What is your book about?
This book arms women business owners with the tools and firepower to tackle the unique situations that will test their resolve, strength, and spirit as they start and manage their businesses.  It goes beyond the conventional wisdom that preaches that if an entrepreneur has what it takes to be her own boss, follows the steps to turn an idea into a business and works the plan, success will follow.  The book provides candor and honesty from daring women already in the trenches about the challenging circumstances and situations that make their entrepreneurial journey longer and harder than that of their male counterparts.

What inspired you to write your book?
Divas Doing Business came to me in one of those “the-last-straw-is-breaking-the-camel’s-back moments” that every entrepreneur faces.

For me, it was early November 2006, when my entire life seemed to be falling apart.  My restaurant venture was creating extreme financial problems for me, and at the same time, my executive chef/general manager was in the throes of serious personal and family issues that were affecting his ability to focus on the business.  My very patient husband was at his wit’s end and was ordering me to shut my business down, and the demands of my corporate career were mounting.  My stress levels were off the chart and there were no solutions in sight.

I sought a higher purpose in going through all the pain and turmoil to chart a path of success for myself and my business.  Then after few days of soul searching, praying, deep strategic thinking, and reflecting, it came to me:  I know how to write and I know how to talk!

Therefore, I dedicated myself to bring others like me the “story behind the story” of being a woman entrepreneur, one of courage, hope, purpose, and undying commitment to success for all women who dare to pursue their dream of entrepreneurship.

How did you come to do what you’re doing today?
I founded my company in April 2004 and the name, “Nouveau Connoisseurs Corporation,” came to me as I was considering the types of businesses I wanted to launch and what I wanted to be known for – i.e., concepts with class, sophistication, and good taste (“connoisseurs”) – with the modern, hip, and chic style of today’s trends (“nouveau”).

The company launched its first concept, Dessert Noir Café & Bar, in Beaverton in January 2005.  Dessert Noir Café & Bar offered the sense and sensibility of a downtown restaurant close to home for its suburban clientele.  Located in a newly-revitalized shopping center next to a 16-screen movie theater, this award-winning restaurant provided suburbanites much more than the name implied.  In addition to delivering great desserts, fantastic cocktails, and delectable savory dishes, we focused on supporting the local community and being “the place” in Beaverton for live music, local art, and special events.  (And a few celebrity appearances from Oscar-winner Morgan Freeman, a close business advisor and mentor; screenwriter Mike Rich; Columbia Sportswear’s chairman Gert Boyle; and others helped generate buzz, too.)  The restaurant had a good four-and-a-half year run, and I’m enormously proud of what I was able to accomplish for myself and the community.

Now, I’ve recently started Cerise Noire Software, LLC, a mobile software applications company.  We focus on creating family-friend apps that help people discover new ways to enjoy their mobile devices.  We just launched our first app, Puppy Kisses, on the iTunes App Store.

And I do all of this while working a “day job” as a senior marketing manager for a Fortune 100 high-tech company.  Crazy, I know!

Can you describe a typical day in your life?
No two days are the same for me as I’m busy covering a lot of different aspects of my corporate, entrepreneurial, and personal/social life.  On any given day, I can be working on campaigns for my marketing “day job,” speaking on small business and entrepreneurship topics for professional organizations in the Portland area and beyond, meeting with my partner in my software venture about the next stage of our product strategy, mentoring and advising up-and-coming young professionals, hitting the gym for my Turbo Kick class, and spending time with my husband and our cats at home chilling out and relaxing.

What do you most enjoy about what you do?
I enjoy meeting new people and learning about the businesses they are thinking about starting or have already got up and running.  I appreciate the opportunity to speak to various audiences around the country about what it takes to be a successful woman entrepreneur and corporate player and inspire other people to live their best lives and get a plan together that works for them.

Are there any people and/or books that have inspired you along your journey?
Richard Branson, British entrepreneur, philanthropist, and Virgin Group chairman, is one of my heroes in business.  In his book, Business Stripped Bare:  Adventures of a Global Entrepreneur, he says, “The brave may not live forever, but the cautious do not live at all.”  Being an entrepreneur gives you a means of living your life “out loud,” and I embrace that opportunity to share my experiences and knowledge and lessons learned with those who are brave enough to take that chance.

My friend and mentor Morgan Freeman, the award-winning actor, is my role model for grace, patience, and fortitude even through the most difficult challenges.  He’s sat me down on several occasions to teach me a thing or two as a fellow entrepreneur.

Can you share some business tips for our readers?
The past few years have been really challenging for small business owners as they navigate through the most recent economic downturn.  The slow pace of recovery has been really painful for a lot of people, and it’s easy to retreat when times get hard.  Here are my tips for the tough times:

Five things not to do in tough times:
1. Panic.
2. Go off the radar.
3. Compromise on service and quality and the perception of the brand when cutting spending.
4. Lose faith.
5. Lose focus.

Five things to do in tough times:
1. Evaluate the strategy and course-correct to fit the times.
2. Keep the brand visible through low-cost advertising, promotions, and PR.
3. Take care of your best customers and engage them in a dialogue about what marketing/promotions work for them to continue to support the business.
4. Use your employees as ambassadors to spread goodwill about the business and generate word-of-mouth.
5. Use the slow periods to reflect and brainstorm new ideas when the crazy, busy times prevented you from devoting the time and energy.

Can you share something that people might be surprised to learn about you?
For several years, I worked as a commercial model in the Portland area.  My “claim to fame” was a starring role in a 2004 marketing campaign for Goodwill Industries.  It included TV, print, and outdoor, and to this day, you can still see my face on Goodwill trucks as they make deliveries around town.