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Doing business: 4 small business owners reveal the secret of success

Four strong and smart women, who run their business with a high hand, came to the studio to explain to Jordan Wiesel and all of us how to do it right: why image is important, how to build an audience and of course, what can be done to overcome the last and complex year?

A must-see panel

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• small business

In collaboration with Elizabeth Pearson

Sunday, 04 April 2021, 08:27 Updated: 17:02

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In the video: four successful small business owners in a powerful female panel (Walla! NEWS Studio)

The past year has not been easy for anyone, certainly not for small business owners.

But it turns out that there is no shortage of strong and smart women in Israel, who can lead their business with great success even in a challenging period.

Four of them came to the studio to explain how to do it right: Elizabeth Pearson, Maya Notkowitz, Efrat Ilan and Hadas Sefarim.

Elizabeth, you are a master of business success.

What does it mean to you to be a feminist in 2021?

"Not only this year, but also a decade ago, it's being a woman and being everything you want to be, with the good and bad things. Allowing yourself to make dreams come true, and it's really not easy. We women, from childhood, get used to wanting and making sure everyone is comfortable "We do not have to be just like that. We need to break through in our fields and know what we are good at and where we want to go. From this place feminism develops."

What does a woman need to do to successfully lead a business, and more in such a complex period?

"Every period has good and challenging things. From this period you can take positive things like moving online that allows you to reach a lot of new customers. You can take advantage of it and run a business like you never could before. We were not taught how to run a business, and to do it successfully, we must "Learn and get the skills. The knowledge is there, you just have to come and take it."

(Photo: Rami Zander)

Maya, you help businesses work on their image.

Why is this so important?

"Because I want something to get me interested. This is the first level of accurate business image - instead of being and showing like everyone else, being different. At the next level, we want to capture the right attention, depending on personality. Corona forced us to go digital and the only thing that will stop us when we "Going through the feed is something particularly interesting. Therefore, the attention should be precise and make us pay attention."

What mistakes do business owners make?

"They treat the image as something that is nice to have, and not something that must be. Another mistake is the generics, it is important that there is uniqueness of the personality and character."

Efrat, you come from the art world.

How was 2020 for you with all the closures and industry freezes?

"I have a gallery in the Design Center for about 20 years and I own a small-medium business that was damaged because the malls closed first and opened last. How did I survive? I worked on the differentiation and uniqueness. "We don't know what they want, they get confused and leave. So I decided to work the other way around - the customers bring their house and I produce the appropriate painting for them."

What changes and adjustments did you make in 2020?

"Instead of visiting home, where I reach out to customers and customize the paintings for them, we went on a virtual tour. We strengthened the digital greatly, with a sales site, Facebook and more. I created a digital catalog and you can stay home and still enjoy customization."

Hadas, you started a business for toning and sculpting the body just before the corona.

How has it been in the last year?

"I did not want to be a 'regular' fitness trainer, but to take clients on a journey of a complete mentoring program, which includes the three aspects needed to successfully sculpt the body - accurate nutrition, accurate training and mindset, to believe in success. I wanted to submit it as a package "In Israel, not just from an office or studio. The Corona has allowed me to find a conduit to convey my message in a more creative way and spread my business."

What tip would you give to women who run businesses?

"Believe in yourself. It will help invent something new if something does not work, build an image, get help from business consulting. It must be purposeful."

To contact Elizabeth Pearson:

Phone - 052-9402045

on Instagram: Elizabeth_peirson

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