Posts Tagged ‘Exhale Magazine for Women


MITX President Debi Kleiman and the Sisterhood of Startups’ “one thing”

Bobbie Carlton, Exhale Magazine blogBobbie Carlton, Founder of Mass Innovation Nights and President of Carlton PR and Marketing posted a blog along with the video wrap up of Exhale Magazine’s  “Women in Conversation – the Sisterhood of Startups” event.  In it, Debi Kleiman, the MITX Maven, asked the panel to share their one thing they wanted the room of over 180 people to hear:

>  Stephanie Kaplan / Her Campus Media –  “set the bar extraordinarily high, and then set it higher”

>  Erica Zidel / Sitting Around– “take your idea and execute it, it does NOT have to be (a grueling) 90 hours a week (life)”

>  Dr. Sonia Divney / Zarzatech,- “opportunities arrive unexpectedly, you have to always be prepared”Mass Challenge,

>  Ashley Lucas / Diffuse 5 – “if you have the idea, just start it, no matter how small or the number of hours you put into it”

>  Ainsley Braun / Tinfoil Security – “follow your passion”

>  Erin Viestra / Zyrra – “be comfortable faking it ’til you make it … eventually you’re no long faking it and you know more than you thought”

This event was a follow up to the article about women-led startups in the MassChallenge competition in the Winter 2012 issue of Exhale Lifestyle Magazine for Women and mentioned in a previous post.


MassChallenge hosted the Sisterhood of Startups with Exhale Magazine for Women

Exhale Magazine’s “Women in Conversation – The Sisterhood of Startups” event was an impressive gathering of 180 women where Debi Kleiman of MITX led a panel conversation with women who participated in the MassChallenge competition.

Ainsley Braun / Tinfoil Security, Ashley Lucas / Diffuse 5, Dr. Sonia Divney / Zarzatech, Erica Zidel / Sitting Around, Candice Cabe / Day2Night Convertible Heels, Erin Viestra / Zyrra, Stephanie Kaplan / Her Campus Media

The “Women in Conversation” meetups take a story in the magazine and  bring it into a living room style gathering to take the topic into a lively exchange.  They continue Exhale Magazine’s mission to celebrate, inspire and support today’s busy women.  The entrepreneurs featured in the article about the Women of MassChallenge shared anecdotes from their progress in businesses dominated by men, to pitching a product that solves a woman’s problem to a group of men, and how men see business through a different lens.

Every woman who spoke at the event had common themes about her quest to define her business and to define herself in her leadership role.

  • There’s a real need for mentoring among women.
  • There’s simplicity in just asking for help and you actually get it.
  • Rely on life experience along with the power of trusting one’s instincts.  Those instincts proved right for situations ranging from knowing the target customer to knowing how to pitch for funding.

The level of networking among the women in the crowd created quite a vibe and the connections made should create business exponentially.  One of my favorite parts of the night was when a woman in the audience, Emily Benson, stood up to affirm the power of trusting her instincts.  Just having moved her business from NYC to Boston she was anxious to bring her Fashion Truck  to a high-traffic event in New England, but once she saw what the Laconia, NH weekend looked like … well, you get it.  The cool part is that the entire room soon knew about the Fashion Truck.

Exhale is also a startup that relies on advertising and sponsorship revenue to grow.  Thanks very much to our sponsors, New York Life and TaskRabbit.  If you’re a marketer or business owner reading this I’d be remiss not to ask for your consideration to invest some of your marketing in Exhale.

Here’s a link to the article on the Women of MassChallenge.

If you attended the event please share what you got out of it, give props to the woman who inspired you, the woman you want to celebrate and who you want to support.


Boston Wine Expo Farmers’ Market recap

The purpose of this post is to share how the first year Farmers’ Market pavilion at the 21st annual Boston Wine Expo went and to plant seeds for more collaboration throughout the year among local farms, local businesses, events, sponsors and media.

Farmers' MarketThe Farmers’ Market pavilion recipe might be called “wine, women and farm”, but the integrated marketing had three key ingredients:

+ a high-profile event with great demographics attracting thousands of people each day

+ a strong advertising campaign in print, online and social media targeting women

+ participation of five key farmers’ market vendors and a fantastic state resource

As mentioned in a previous post, the inspiration for the Farmers’ Market was a conversation I had with some of the BWE team members who attended Exhale Magazine’s “Top Dish Boston” sustainable food event in October.

Here’s how it worked:

The Boston Wine Expo added Exhale Lifestyle Magazine for Women to its advertising mix in print, online and through social media.  Women represent the majority of wine purchases on-premise and at retail.  (I’m still looking to source this truism and need to find a verifiable source to note – please comment if you have one, I’d really appreciate it).

Exhale solicited participation from key Farmers’ Market vendors including Wilson Farm, Mama Micki’s All Natural, Piantedosi Baking Company, Boston Organics and Gabbie’s Goodies Bon Bons.

Exhale involved the Massachusetts Department of Agricultural Resources (MDAR) as a promotion partner to distribute information, maps, collateral pieces and website resources about farmers’ markets, apple picking, culinary tours from Boston to the Berkshires, wineries and food producers across the state.

My takeaways from the Farmers’ Market at the Boston Wine Expo:

  • the Farmers’ Market pavilion attracted lots of attention and added an interesting extension to the BWE’s week-long celebration of food and wine
  • there’s a lot of interest from the general market, particularly women, in finding their own local farmer’s market and buying Massachusetts-made products from cookies to bon bons  to wine and cheese.
  • even though this winter event took place in root vegetable season and coincided with a Patriots’ playoff game to become Super Bowl-bound, the Farmers’ Market recipe worked well for all and set the stage for planting, growing and harvest seasons.

I’d really appreciate your thoughts on how this recipe can be improved and adapted.  Please comment.

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