Caitlin Dean, founder of Girl Guides USA, sounds off on the NYWSE Incubator

The NWYSE Incubator program participants will be publishing to this blog in order to let the world in on their varied experiences through the program's duration. Some women will discuss how they overcame challenges, others may address their personal growth and how their ventures evolved.

Caitlin Dean, founder,  Girl Guides USA

My blog post: The two greatest lessons I have learned through the Incubator Program.

I’m starting Girl Guides USA, a non-profit outdoor teambuilding and leadership program for girls based on the Girl Guides program I was part of in Belgium for years when I was younger.  Girl Guides was one of the best experiences of my life, and I’m thrilled to be bringing it to girls here in the States.  But without a doubt the main challenge I’ve faced in launching the pilot program has been getting the word out and attracting the people I want to target (6th-10th grade girls).  Publicity would of course be easier if I had an unlimited budget, but still, I’ve been able to overcome the challenge (or, rather, I’m in the process of overcoming it) and I’ve learned a couple of lessons along the way…

1.  The Energizer Bunny is the role model for any entrepreneur.  

When you hit an obstacle, you have to just keep going (and going, and going…) and not let anything stop you.   I started out advertising with fliers that I designed on my computer and photocopied at Staples, and spent days delivering to libraries and community centers.  I e-mailed and called administrators at tons of schools.  I presented to Community Boards.  I had a booth at an environmental fair and at farmers’ markets.  I networked with local women’s groups, contacted parenting blogs, and got a clip on the local news.  Now I’m presenting to PTAs, guidance counselors, and student groups in schools.   Nothing has given me a huge breakthrough yet, but each attempt has reached some more people.  It’s all about small steps, and you never know which technique you try will be the one that sticks.

2.  Find a community that will really provide the right setting to launch your program.  
    
Girl Guides is a program for all girls, so I didn’t really start with a specific community I was targeting – I figured I’d cast a wide net and see where I got a response.  But over time I realized that some areas would be more supportive places to launch a pilot.  I first tried recruiting around Manhattan, where I live, but at my first meeting, no one came.  I got tips from several Brooklynites that certain neighborhoods in Brooklyn would really be receptive to my program, so I moved my efforts there.  But when our group there didn’t really develop like I needed it to, I took some time to re-evaluate again.  I realized that you need to start where you know the landscape and have connections, however grassroots they may be.  So I started over in my hometown on Long Island, where I know school administrators, teachers, guidance counselors, and parents, and where some aspects of the lifestyle will hopefully make girls and their parents more receptive to our program.  So far things are going well (knock on wood), so hopefully the third time will be the charm.  

So that’s the jist of what I’ve learned so far from challenge of getting the word out about my program.  First, you have to be persistent, and second, you have to be willing to adjust as you figure out what will work.  Remember, brick walls were put there to keep out the people who don’t want it badly enough.  If you do, you’ll be one of those people who eventually finds a way over - which I know I will!

Comments

[K Cross]

I would really like to know how to contact you regarding Girl Guides in the USA. There is a need!

[John Maszka]

Hello,

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