For years Eliza has known that she wanted to create her own software products. She admired the work of other entrepreneurs in the field and saw early on that she could develop products to enhance and facilitate problem- solving. She was inspired by the work of Tim Moses and Thomas Conner of Sitemason who have served as mentors and encouraged her to earn her degree in Software Engineering and Computer Science. Another inspiration for Eliza has been Kathy Sierra who was one of the first highly technical women that Eliza was exposed to. Eliza said, “Early on my family and I realized that I would not make a good corporate employee who was content to put in her hours and earn a salary. My family encouraged me to take a path of entrepreneurship.” However, she did work in the corporate environment long enough to earn the money and learn the skills she needed to start her own company. This month she plans to launch her very first software product.
The most valuable lesson she ever learned was from the failure of her first business in 2009. “The lesson was that, regardless of any other factors, there is only one reason a business fails: running out of cash. It all really comes down to cash flow.” This lesson has led her to focus on continually creating enough cash reserves to sustain her business through tough times. Her goal for 2012 is to see that her business fully sustains itself and have enough cash reserves to meet its financial obligations regardless of quarterly revenue.
Along with the lessons learned from her business she has faced other challenges while creating products that fit the needs of her clients. Often they change a request as the product is being created. This results in readapting the design many times before it is completed.
When asked what she liked most about NAWBO Nashville, Eliza said that she feels NAWBO has been a good fit for her as an independent business owner because it is a local association with national support; she gets opportunities for quality time with other women business owners; and she has been able to form genuine business connections with women in many fields.
Interviewed and Written by Patsy Hatfield Lawson, Front Porch Presentations