The U.S. Small Business Administration’s Office of Veterans Business Development (OVBD) supports veteran, service member, and military spouse entrepreneurs during National Veterans Small Business Week and beyond. Recently, I spoke with Lindsey Germono, an entrepreneur and Air Force military spouse, who shared her experiences running a small business and handling the unique challenges of being a military spouse.
Lindsey Germono: I’m Lindsey Germono, President of Germono Advertising Company, based in Norfolk, Virginia. I’m also the host of the Drop and Give Me 20 podcast and serve on the board of the Milspo Project.
I started my career in broadcast media, initially in television sales and later in cable advertising sales, where I worked with many small businesses facing budget constraints for advertising. To help these businesses, I opened an advertising agency focused on media buying and planning for businesses in the Norfolk area. We also offer marketing coaching sessions for entrepreneurs who are just starting, lack an advertising budget, or need to plan their marketing strategy.
Our company strongly supports military entrepreneurs, and we began getting coaching requests from them. We adapted our business to support military entrepreneurs by launching the Drop and Give me 20 podcast, which features 20-minute episodes highlighting military entrepreneurs. This podcast helps us generate relevant content for our audience, offering advice and information for other entrepreneurs.
Our team at Germono Advertising Company has grown to seven members, six of whom are either prior service members or military spouses. Being headquartered in Norfolk, VA, many of the businesses we help are also military-owned, whether by active duty members, veterans, or military spouses.
Jen Pilcher from Military One Click mentioned that being a military spouse doesn’t open the same doors as being a veteran. However, with the growing acceptance of telecommuting, virtual, and remote work, more opportunities are available for military spouses. This shift lowers operating costs and allows companies to employ people worldwide, as seen with R. Riveter, a military spouse-owned handbag company.
Starting a business as a military spouse involves the possibility of relocating frequently. For example, I had to relocate eight weeks after starting my business. Planning for such moves from the start can help entrepreneurs manage better. Financial realism is also crucial. Before opening my business, my family and I cut unnecessary expenses, understanding that the business might not generate income for the first few years.
Entrepreneurship can be lonely and isolating. I didn’t expect the need to actively seek clients early on, but I soon realized the importance of maintaining a full sales funnel. Working with a SCORE mentor helped me learn to focus on client acquisition and other revenue-generating activities.
Initially, I wasn’t good at accepting help, but having someone to support you through business challenges is invaluable. The military spouse culture of self-reliance can make asking for help feel awkward, but it’s crucial for business success.
Connecting with other entrepreneurs is also important. I called a military entrepreneur friend with HR experience to help me develop an interview process. This kind of support is vital, as non-entrepreneurs might not understand the unique challenges of running a business.
Collaboration within the military entrepreneurship community is essential. Even when competing in the same industry, there are always opportunities to work together. When relocating to a new duty station, military spouses should tap into local resources like the chamber of commerce or SBA to build their business network.
Owning a small business offers unexpected benefits like the freedom to work from anywhere with internet access. This flexibility is something I couldn’t have in a large corporation.
Military spouses bring exceptional skills to entrepreneurship, such as quick adaptability and strong networking abilities. The community support they offer each other is unparalleled, enhancing their business pursuits. Active duty members and veterans also contribute to this supportive network, making the journey of military entrepreneurship a collective effort.
