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Entrepreneur and business strategist Candy Valentino’s journey began in a humble setting in Pennsylvania, where she was raised by teenage parents in a trailer park and grew up depending on welfare. Her family’s financial struggles were exacerbated when her father lost his job as a mechanic and was left with just $200. At the age of five, Valentino witnessed her father’s determination as he negotiated a deal to start a small business in their garage.
“From then until I was 16, I spent my days at that auto shop while my dad worked on cars and metal. Instead of being out playing sports or taking dance classes, I learned the ins and outs of small business operations,” Valentino recalls. “I was answering phones, typing on a typewriter, and interacting with clients. My childhood was steeped in entrepreneurship.”
These experiences equipped Valentino with the skills necessary for her own entrepreneurial pursuits, which began at the young age of 19. Although she once contemplated being the first in her family to attend college, a transformative book inspired her to think differently about success, encouraging her to chase opportunities without incurring significant educational debt.
“I wish my initial motivations sounded more altruistic,” Valentino admits. “The truth is, I wanted to start a business because I wasn’t satisfied with being poor. I aspired for a comfortable life, a lovely home, and all the things I admired from media.”
During the late 1990s, when the Small Business Administration (SBA) was actively seeking to support female entrepreneurs, Valentino seized the opportunity. This was a pivotal time for women in business; prior to 1988, securing a loan without a male relative’s endorsement was exceedingly challenging.
Inspiration struck when she visited a spa for the first time in New York after high school, having received a gift card for the experience. Captivated by the calming atmosphere and the business’s success, Valentino envisioned establishing a similar spa in her hometown. She promptly pitched her plan to the SBA, and in what she describes as a “divine moment,” the predominantly female panel approved her loan.
With just 45 days to launch her venture, Valentino succeeded in opening the spa, laying the groundwork for a flourishing career that would span over two decades. A self-made millionaire, she has founded and sold two companies, supported various business ventures, initiated the nonprofit Heal Animal Rescue, and built a thriving real estate portfolio. Additionally, she hosts The Candy Valentino Show and authored the bestseller The 9% Edge: The Life-Changing Secrets to Create More Revenue for Your Business and More Freedom for Yourself.
Valentino emphasizes that her early success stemmed from a willingness to outwork others. “Even when answers weren’t clear, success hinges on the courage to commit and the resilience to persist,” she notes. “We must prioritize our dreams over external opinions.”
However, Valentino points out that launching a business is merely the first step; sustaining it presents its own set of challenges. “The grit that gets you started isn’t always enough for long-term success. Financial expertise is what sustains growth in revenue and profit,” she states.
Due to inadequate funding and revenue, many businesses falter, but Valentino’s passion for numbers and financial details—tasks that many shy away from—proved beneficial. “Without a finance degree, I became the CFO of my own companies,” she points out. “I trained myself to understand the metrics that mattered, which propelled us from a small but successful operation to one poised for significant growth.”
Recognizing the influence of women leaders in her career, Valentino cites figures like Mary Kay Ash and Ruth Bader Ginsburg as role models who inspired her entrepreneurial spirit. Their achievements pushed her to envision her own success beyond traditional expectations. Another influential figure in Valentino’s leadership journey was Anne Degre, who demonstrated what it meant to navigate a male-dominated industry with tenacity.
Valentino initially adopted a leadership approach based on the “golden rule,” advocating for kindness and respect within her teams. However, as her workforce expanded, she discovered the importance of balancing compassion with high expectations. “You can be both kind and firm; it’s crucial for realizing a company’s full potential,” she asserts. “Recognizing people’s true abilities, even when they don’t see it in themselves, is vital.”
As a woman in business, Valentino has faced stereotypes that often dismiss her capabilities. Early on, she noted that people frequently assumed she was non-essential in business discussions, which frustrated her. However, she later transformed this perception into an advantage, sharpening her expertise and redefining how she was viewed in those situations.
Valentino believes that there remains significant room for improvement in supporting women in business, especially in finance and venture capital. She encourages aspiring women in these fields to embrace their abilities and confidence. “Understanding that you’ve navigated life’s toughest challenges makes business financials seem manageable,” she asserts. “We often undervalue our experiences; the confidence to command any room starts with recognizing our worth.”
This narrative is part of our ongoing Women Entrepreneur® series which aims to celebrate the varied stories, hurdles, and victories faced by women in the business world.
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www.entrepreneur.com