New economy, new ideas: successful women-owned business share traits.

• Author: Ciarella, Shelly
• Position: TOP WOMEN-OWNED BUSINESS

Women business owners in Alaska have come a long way. They've succeeded by having a big idea, conducting research, identifying a niche, working up a business plan, securing financing, rolling up their sleeves and working hard at delighting customers.

In the current economic environment, they are also tightening expense management, gaining control of cash flow, negotiating with suppliers, developing creative marketing programs to set their businesses apart, trying new ways to motivate employees and examining their product mix. In short, they are managing with a sharp pencil and openness to employing creative new ideas across their companies. And these efforts are working.

EXAMPLES

Aliza Sherman of Tok is one of these successful business owners. Her Internet strategy and marketing company, recently rebranded as Conversify, has grown from a one-person shop in 2005 to a highly specialized social media marketing firm, today employing 11 independent contractors from Alaska, Wyoming, Colorado, California, Florida and the United Kingdom.

Another one is Cheryl Moody, CEO of Three Parameters Plus Inc., a company with administrative offices in Anchorage and Fairbanks. Three Parameters works with the resource development industry and government to help clients obtain permits and comply with environmental regulations, particularly the Clean Water Act. Moody is a stellar example of women making strides in traditionally male-dominated industries.

And another is Reyna Zeid, who runs a Pump It Up franchise in Anchorage, which offers giant inflatable playgrounds and hosts private parties for children and adults, as well as corporate team-building events. This type of company, though popular in the Lower 48, is a relatively new concept in Alaska. Zeid, a mother of four young children, brought the idea to Alaska knowing it would be a perfect fit for families like hers.

STRATEGIES

These women share traits the Center for Women's Business Research says are common for today's female entrepreneurs. The Center's 2008 study found women business owners have needs and management styles distinct from men's. For example, women emphasize relationship-building as well as fact-gathering when managing their businesses and are more likely than men to consult with experts, employees and fellow business owners.

The Center also found women owners who plan to sell their companies are much more concerned than their male counterparts about the buyer's identity, personality and...