WOMEN MEAN BUSINESS

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WHEN MONECA Litton
tells you women mean
business, you better believe
what she’s saying. The
North Vancouver resident
currently has a successful,
best-selling paperback on
her hands called — ap-
propriately enough —
Women Mean Business. ..

Litton was among the first to
identify that the bulk of new peo-

BUSINESS author Moneca Litton
“women tend to do their
research more.’’

ple creating new jobs since the ear-
ly 1970s has been women. She
spent years travelling the country
and collecting material for the
book. The Royal Bank commis-
sioned her to interview 1,000
women in the four western pro-
vinces. The results indicate that

* women entrepreneurs will be
creating the bulk of all new jobs in
the country by 1990. _

According to the Canadian Fed-
eration .of Independent Business,
two thirds of the 75,000 new
businesses started in 1984 were
Jaunched by women. Another star-
tling statistic, courtesy of
Management consultants Laven-
thol & Horwath, tells us that the
business survival rate of women
entrepreneurs is 47 per cent, versus
25 per cent for men, at the end of
a three-year start-up stage.

Said Litton, who now makes a
tidy $2,000-an-hour sum appearing

*5 year GIC. Rate subject to change.

Plus,

BUSINESS

business

briefcase
Michael Becker

at speaking engagements
throughout Canada and the United
States (she’s booked for more than
70 this year): “One of the things
that works for us is that we think
it’s okay to ask a whole bunch of
questions. Men got a bum rap.
They were supposed to know all of
the issues. Women also tend to do
their research more. There’s less of
a tendency to run by the seat of the
pants. Women being paid 67 cents
on the dollar are not used to think-
ing big money right away. Part of
it also has to do with the money
management skills necessitated by
Jooking after the family finances
- the responsibility for the bot-
tom line.’’

Whether female or male, Litton
maintains a weak spot with many
is a lack of ‘‘hard core’’ business
skills such as cash flow strategy

See Outlook
Page 24

23 - Sunday, October 23, 1988 - North Shore News

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