Opening her own business was one of the hardest things Carrie Wunderlin has ever done. It was also one of the most fulfilling.
“If I hadn’t just jumped right in, I probably would have found 100 different ways to talk myself out of it,” said Wunderlin, owner of The Neighborhood Slush in Cassville, Wis. “It really was my leap of faith, but it’s been so worth it.”
Wunderlin opened The Neighborhood Slush in May of 2023 in hopes of bringing something new to her hometown. Almost 18 months later, the wine boutique has garnered popularity with tourists and locals alike thanks to its welcoming atmosphere and rotating menu of wine and wine slushies.
However, Wunderlin said that success has come with a steep learning curve that she’s still learning to navigate as a first-time business owner.
“I’m the owner and only employee, so I wear all the hats,” she said. “All the other small businesses in town have been extremely supportive, so it helps that I can turn to them for anything.”
Wunderlin is one of thousands of area businesswomen and one of millions nationwide being celebrated during National Women’s Small Business Month, which is marked annually in October.
Women own roughly 39.1% of all U.S. businesses that employ a combined workforce of 12.2 million people, and those numbers are on the rise.
According to the 2024 Wells Fargo Impact of Women-Owned Business Report, the number of women-owned businesses from 2019 to 2023 increased at nearly double the rate of those owned by men.
Those women reported various reasons for opening a business, though common themes include pursuit of passion projects, a desire for increased agency and/or the desire for increased financial security.
Chris Donovan launched her Galena, Ill., business, The Trip Vintage Boutique, in February of 2023 at 234 N. Main St. She had been selling vintage items on and off for years, but last year marked her move to a full-time, brick-and-mortar location.
She said the store offered an opportunity to put her passion for vintage items front and center while also opening up a creative outlet for herself and others.
“For me, the most rewarding part (of this business) is when I find something really special … and can make sure it gets into the right hands of someone that will truly appreciate it,” she said. “Seeing someone’s face light up when they see an item … is what keeps me coming back.”
At first, she thought the biggest struggle would be learning the ins and outs of bookkeeping and other financial details. She soon realized, however, that the true challenge was the relative infancy of her antiques-based business.
To address those concerns, Donovan said she has used the internet to connect with vintage retailers nationwide who can offer their own experiences and advice. It hasn’t eliminated all of the uncertainty, but it has offered some guidance and a sense of community.
“When you’ve only been open 18 months, you have very little data to go off of. It’s hard to predict whether this weekend will be busy or not or whether an item will sell well if I bring in something new,” she said. “That’s where mentorship from other people doing the same thing as me has been really helpful.”
Mentorship has also been a key part of Kim Burken’s entrepreneurial journey.
Burken, of Dubuque, added businesswoman and gym owner to her list of titles in February when she purchased XRP Fitness at 190 N. Crescent Ridge. She had been involved in the fitness industry for over a decade, so the purchase was a good fit, but she said it required a crash course in all things business.
She connected with an online group for gym owners that paired her up with a mentor she credits with helping her find her footing as a first-time business owner.
“A lot of it has been (working on) time management,” Burken said. “I’m a gym owner, but I’m also a mother and I have a boyfriend I like to spend time with. Those parts of my life just didn’t go away (when I bought the gym).”
Going to the gym can be daunting for anyone, Burken said, but women might feel particularly intimidated given the male-dominated history of the fitness industry.
To counteract those concerns, she’s spent the past eight months curating a welcoming, accessible gym environment for all her visitors regardless of gender or skill level.
“I can honestly say that our demographic is majority female, and I love that,” she said. “I love that I can be an inspiration and help for other women to feel more comfortable and confident in their bodies, because we only get one.”