Starting a business isn’t easy – just ask these five incredible women in business. They faced challenges, made big decisions, and put their hearts into building something meaningful. Along the way, they learned valuable lessons about perseverance, strategy, and the rewards of taking the leap into entrepreneurship.
In Jeremy Ames’ “Create the Life You Want” podcast, these five women tell their stories — and lessons learned. For Women’s History Month, we want to take a moment to honor these entrepreneurs and the countless other women-owned businesses throughout the U.S.
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1. Janae Brown, Co-Founder of Proactive Prevention, Chicago, IL.
From a corporate background to leading a successful preventative maintenance and handyman business, Janae Brown’s story is one of growth, adaptation, and leadership. She went from hands-on technical work to running the show, with business coaching playing a key role in her success.
For Janae, the challenges and rewards of running a business with her husband have made for an interesting journey. Due to the couple running the building prevention business together, she decided a third-party business coach would be a smart idea to help them keep their business disagreements from spilling over into their personal life.
Despite the significant expense of coaching — which they justified with potential profits from a future sale of their building business — having a neutral third party has been invaluable. The coach helps mediate disputes and ensures decisions are based on data rather than emotion. For Janae, coaching has been critical in refining communication, especially as she juggles her role as CEO with her husband’s multifaceted responsibilities as owner, technician, and manager.
Although she’s successful today, there have been missteps along the way. Initially, they hired someone who seemed like the ideal technician, only to later realize that investing heavily in lead generation without proper evaluation was costly.
Overall, Janae says building a business as a couple demands continuous self-improvement, mutual respect, and a commitment to both professional growth — and maintaining a healthy marital relationship.
“One thing about business is… it’s not for everyone. It is so much hard work. But it is rewarding with the hard work to build the business.” – Janae Brown, Proactive Prevention
Listen now to hear how Janae turned her passion into a thriving business, proving that creativity and entrepreneurship go hand in hand.
2. Jodi Liscio, The Dog Wizard, Hilliard, Ohio.
Jodi Liscio’s story takes us through her 27-year career in information technology to founding The Dog Wizard in Hilliard, Ohio. After reaching her goal of becoming a CIO, Jodi realized corporate success wasn’t bringing her the fulfillment she had hoped for – and it was taking a toll on her health.
A serious COVID-related health scare in 2022 made her rethink everything, pushing her to find a career that brought her real joy. At first, she considered opening an ice cream shop, but her love for dogs and the values of the pet care industry led her in a new direction – one that finally felt right.
Exploring both franchising and independent business ownership, she ultimately chose to start her own dog daycare business, incorporating the best aspects of various franchise models while maintaining her own ethical and operational standards. The business was built progressively, starting with mobile dog training to create a customer base and brand, followed by the opening of the physical facility.
Jodi’s success story also includes using Rollovers for Business Startups (ROBS) to invest in her business without tax penalties, as well as emphasizes the importance of community-building, networking, and clear communication.
Jodi believes that through collaboration and ongoing effort, success in entrepreneurship is achievable.
“For me, it was about more of being in charge of where, how and when I spent my time so that the quality of life for my daughter, who was moving into making me an empty nester, gave me more freedom. That was really my drive.” – Jodi Liscio, The Dog Wizard
Discover how Jodi built a purpose-driven business that makes an impact every day. Tune in now.
Want to learn how ROBS funding can work for you? Discover how to use your 401(k) to start or grow your business – without taking on debt. Learn more.
3. Sarah Naccarato, Co-Owner of Iconography Studios, Los Alamitos, CA.
Sarah Naccarato, co-owner of Iconography Studios in Los Alamitos, CA, left behind a high-stress corporate job to build a thriving design and graphics business with her husband. With her background in business operations and his artistic skills, they made the perfect team to launch a company specializing in custom signs and vehicle wraps.
At first, her husband was hesitant about starting a business, but they found support through Sign World, a sign manufacturing co-op that provided a built-in network of expertise, resources, and buying power. This community made the startup process feel less overwhelming and more collaborative.
To fund their business, Sarah used her 401(k) through a Rollovers for Business Startups (ROBS) program with the help of Guidant Financial, allowing them to get started without debt or penalties. Their strategy for growth was hands-on – networking daily, attending local events like Rotary Club meetings, and tracking where their clients came from to focus on what worked. Their business gained traction with persistence and smart decisions – continuing to thrive today.
Sarah learned many lessons while starting her business, but one in particular stuck out: “One lesson I learned was the importance of paying myself early, a tip from another owner,” she says.
With a paycheck and entrepreneurial spirit, she’s found a better lifestyle and more freedom — allowing her more control over her time and work-life balance.
“While the path to business ownership brought personal sacrifices, including a pay cut, it offered a better lifestyle and increased freedom, allowing me more control over my time and work-life balance.” – Sarah Naccarato, Iconography Studios
Sarah walked away from the corporate grind to create a business she loves. Hear her inspiring journey now.
4. Sally Roberson, Vanilla Bean Bakery Company, McMinnville, Tennessee.
Sally Roberson and her daughter, Kayla, turned their love for baking and coffee into Vanilla Bean Bakery Company, a beloved spot in McMinnville, Tennessee. Their story proves that the right location, strong community ties, and a family-driven passion can make all the difference in building a successful business.
When Sally and Kayla moved to town, they wanted a way to connect with their new community – so they opened a bakery that serves up fresh-baked goods, custom cakes, and a full espresso bar. With no Starbucks in town, their shop quickly became a local favorite, winning awards like ‘Best Chocolate Chip Cookie’ and ‘Best Coffee.’
But getting there wasn’t easy. They spent months negotiating to secure the perfect location, then completely renovated a 100-year-old building to bring their vision to life. Owning the property has given them long-term stability as the town grows. Surprisingly, their coffee sales took off just as much as their baked goods, making it a key part of the business.
Kayla, a talented cake decorator, handles custom orders, while Sally focuses on cookies and muffins. They’re both hands-on, making sure every product meets their high standards. Even with challenges, Sally finds joy in baking and feels most at home in the kitchen. She credits their success to smart planning, minimal competition, and a prime location – and as the town evolves, they’re ready to keep delivering top-notch treats while staying ahead of new competitors.
Sally’s advice to aspiring entrepreneurs is simple: “Take the leap of faith and find a good location and your passion and just go for it.“
“The freedom this bakery has provided us, to shape our days, choose our path, and grow together as a family, is something I wouldn’t trade for anything.” – Sally Roberson, Vanilla Bean Bakery Company
Sally proves that resilience is the key to success. Listen to her episode here.
5. Robin Taylor, Postel Annex, Greenville, North Carolina.
Robin Taylor is a successful Postal Annex franchisee, proving that turning a dream into a thriving business takes research, resilience, and community connection. She and her husband, Paul, took a strategic approach to franchise ownership, overcoming financial challenges and learning the importance of team management along the way.
With a background in business management, Robin was drawn to the idea of running her own business, while Paul, a mechanical engineer, had his interest sparked after a great experience shipping items to his daughter. Before making the leap, they did their homework – spending time with other franchisees to see if the business was the right fit.
Getting started wasn’t easy. Both faced personal setbacks that made financing a challenge, but they found a way forward by using their 401(k)s through Rollovers for Business Startups (ROBS), allowing them to invest in their business without taking on debt. Even so, the early days were tough, with slow sales testing their confidence.
Robin knew they needed to build strong local connections to succeed. She threw herself into community engagement, attending every chamber event and networking opportunity she could find. That hands-on approach paid off, helping boost business and morale.
Hiring was another hurdle, especially in a post-COVID job market. Robin focused on finding the right people, successfully recruiting experienced workers – particularly moms looking for part-time jobs – through word-of-mouth referrals.
When a health challenge forced her to step back, Robin had to learn to trust her team and embrace the freedom that business ownership can offer. Now, she values the flexibility her business provides, giving her more time with family and the ability to live life on her own terms.
Would she ever go back to her old job? Not a chance. As she puts it, “They couldn’t offer me a million dollars to go back to that job.”
“I have quality of life now. And that’s worth way much more than any kind of money, any kind of status. To me, it truly is.” – Robin Taylor, Postal Annex
Robin’s business success story is proof that bold moves lead to big wins. Don’t miss her episode – listen now.
Want more inspirational stories? Meet five more incredible women entrepreneurs who are breaking barriers and redefining success in the small business world.
Celebrating Successful Women in Business
From Janae Brown to Robin Taylor, these incredible women entrepreneurs prove that no matter your background or career path, success in business is possible with determination, resilience, and the right support. They are more than entrepreneurs – they are trailblazers, building businesses that reflect their passions, uplift their communities, and inspire others to take the leap into business ownership.
Their stories remind us that chasing a dream isn’t just about financial success; it’s about creating a life that brings fulfillment and purpose. Whether overcoming obstacles, embracing new opportunities, or redefining what’s possible, these women are paving the way for future generations of entrepreneurs.
At Guidant Financial, we believe in supporting the dreamers, the doers, and the women who are shaping the future of small business. If you’re ready to turn your passion into reality, we’re here to help you take the first step – because every great business starts with a dream.
Ready to take the leap and start your business? Pre-qualify with Guidant today.
“I knew that I needed a funding partner that would be a reflection of the community we are trying to serve — and that is really where Guidant shines.”
— Daniella Cornue, Le Village Cowork
Read the stories of REAL small business owners who work with Guidant.
