2013 state-of-women-owned businesses-survey

Women Business Owners Decidedly Optimistic About 2013
Women Business Owners Decidedly Optimistic About 2013 Web.com and NAWBO survey
reveals the primary factors impacting women business owners
WASHINGTON, D.C. – February 11, 2013 – A national survey of women business owners
(WBOs) conducted by Web.com Group, Inc. (Nasdaq: WWWW) and the National Association of
Women Business Owners (NAWBO) found a pervasive sense of economic optimism, including
a prediction by most WBOs (85 percent) that more women will become entrepreneurs in 2013
than in past years. WBOs also plan to invest more (38 percent) or the same (54 percent) in
hiring this year than they did in 2012 – a positive sign for the economy.
2013, the Year of the Female Entrepreneur The State of Women-Owned Businesses survey
found that the large majority of WBOs were optimistic about their business’ overall performance
(81 percent) for the year ahead. They were also optimistic, though slightly less so, about the
broader economic outlook (74 percent) in 2013.
“The 2013 State of Women-Owned Businesses Survey reveals that even in these tough
economic times, women entrepreneurs are optimistic about business opportunities for the year
ahead,” said NAWBO President, Diane L. Tomb. “This survey informs us of the challenges and
opportunities facing NAWBO members as well as women business owners in general. At
NAWBO we will strive to address these issues on behalf of all women entrepreneurs.”
The survey also uncovered serious challenges facing WBOs, including the need to reach new
customers. Web.com and NAWBO developed the survey to better understand the state of
women entrepreneurship, including: women business owners’ (WBO) motivations for starting
their businesses, what business challenges they face, what and how micro- and
macroeconomic factors impact their businesses, what investment plans they have for the year
ahead and what public policy issues are of greatest concern.

What Keeps Women Business Owners Up at Night? With regard to public policy matters, the
top four issues on the minds of WBOs are: the state of the economy (57 percent), health
insurance cost and affordability (40 percent), business tax issues (36 percent), and access to a
quality workforce (36 percent). Though two in five WBOs said that health insurance costs and
affordability are important issues to them, many (71 percent) feel that the Patient Protection and
Affordable Care Act (“Obamacare”) will have no impact upon the way they do business.
Financing Options to Meet Business Capital Needs More than three quarters (78 percent) of
WBOs did not seek a new or extended line of credit in the past year. Of these 78 percent, more
than half (68 percent) indicated they did not want additional credit in the first place, and the
others (32 percent) did not think they could get credit if they tried. Most WBOs financed their
businesses through credit cards (45 percent), business earnings (40 percent), or private
sources such as personal savings or contributions from family or friends (37 percent).
Who Should Become an Entrepreneur? Survey respondents assert that women start their
own businesses for a variety of reasons, including: having a vision for a business idea or a
passion for solving a specific industry problem, wanting control or a more flexible work-life
balance, and being in the right place at the right time. When asked the biggest motivation for
starting their business, the most common answer was that they were following their vision (28
percent), followed by finding an idea that allowed them to become an entrepreneur (21 percent).
The survey found that the most important traits for running a successful business are to have a
passion for an idea (1st), to have a vision to succeed long-term after the business is launched
(2nd) and a willingness and attitude to fail before you succeed and to take risks (3rd).
Finding New Customers through Online Investments and Social Media Marketing When
asked what they see as their biggest challenge to running their business in 2013, nearly two in
five (39 percent) of WBOs said that it was gaining new customers. To gain customers, nearly
three quarters (73 percent) of WBOs plan to invest more in marketing in 2013. Specifically, they
will invest in social media marketing (36 percent) and search engine optimization (SEO) (36
percent). This is not surprising, as nearly half (44 percent) predict that social media and SEO
are the future of small business marketing. Conversely, WBOs anticipated that traditional

outreach approaches, including print and direct mail (1.6 percent), online advertising (4.4
percent) and email marketing (6.2 percent), will have less impact on small business marketing in
the future.
When considering what marketing tactics currently have the greatest impact on a business’
bottom line, more than half (52 percent) of respondents indicated that website design and
maintenance was very important, followed by social media marketing and SEO (38 percent) and
email marketing (25 percent). And WBOs indicated that LinkedIn (27 percent) is the most
valuable social media platform to them, followed by Facebook (26 percent), YouTube (18
percent) and Twitter (17 percent).
“Women business owners are laser focused on reaching new customers, and their strategy for
doing so is focused on improving their businesses’ online presence,” said Web.com Executive
Vice President and Chief People Officer, Roseann Duran. “This is great news for time-strapped
consumers, as they can expect to have an improved and more socially engaged online
experience with many of their favorite businesses in 2013.”
The State of Women-Owned Businesses Survey Infographic For full survey results and to view
and share the 2013 State of Women-Owned Businesses infographic, visit
www.web.com/community.
Monday, February 11 “Ask the Experts” Tweetchat Join Web.com’s Roseann Duran and
NAWBO’s Diane L. Tomb for the 2013 State of Women-Owned Businesses tweetchat (#wgbiz
#WBOchat) today to further discuss the survey findings and the issues that face WBOs today.
Methodology The survey was conducted online within 552 NAWBO members between
December 14, 2012 and January 4, 2013. For complete survey methodology, please contact
Lab42 at info@lab42.com.
About Web.com Web.com Group, Inc. (Nasdaq: WWWW) is a leading provider of online
marketing for small businesses. Web.com meets the needs of small businesses anywhere along
their lifecycle by offering a full range of online services and support, including domain name

registration services, website design, logo design, search engine optimization, search engine
marketing and local sales leads, email marketing, general contractor leads, franchise and
homeowner association websites, shopping cart software, eCommerce website design and call
center services. For more information on the company, please visit http://www.web.com.
About NAWBO Founded in 1975, the National Association of Women Business Owners
(NAWBO) is the unified voice of America's more than 10 million women-owned businesses
representing the fastest growing segment of the economy. NAWBO is the only dues-based
organization representing the interests of all women entrepreneurs across all industries.
NAWBO develops programs that help navigate women entrepreneurs thought the various
stages of their business growth.
Note to Editors: Web.com is a registered trademark of Web.com Group, Inc.
Contact: Susan Datz Edelman
Web.com (Nasdaq: WWWW)
Director, Investor Relations and Corporate Communications
(904) 680-6909
sedelman@web.com
Joy Lutes
NAWBO
Public Policy and Public Relations
703-362-0150
jlutes@nawbo.org

2013 State of Women-Owned Businesses Survey Findings
The survey was conducted online within 552 NAWBO members between December 14, 2012 and January 4, 2013.
For complete survey methodology, please contact Lab42 at info@lab42.com.
FINAL Summary Report - Web.com
NAWBO (552 respondents)
Survey: Web.com-NAWBO
On a scale of 1-5 with 1 being very pessimistic and 5
being very optimistic, please indicate your level of
optimism regarding the following:
1-Very
pessimistic
2-Somewhat
pessimistic
3-
Unsure
4-Somewhat
optimistic
5-Very
optimistic
Responses
Your business'
overall performance
for 2013.
2.4%
13
5.1%
28
11.4%
63
42.4%
234
38.8%
214
552
Your business'
economic outlook
for 2013.
2.9%
16
6.2%
34
16.7%
92
45.3%
250
29.0%
160
552
Compared to 2012, how optimistic are you about your
business as we enter 2013?

Value Count Percent
More optimistic 365 66.1%
Less optimistic 56 10.1%
The same level of optimism 131 23.7%
Statistics
Total Responses 552
What do you see as your biggest challenge to running
your business in 2013?

Value Count Percent
Gaining new customers 217 39.3%
State of the economy 94 17.0%
Generating revenue 89 16.1%
Other, please specify: 50 9.1%
Hiring qualified employees 46 8.3%
Access to capital 23 4.2%
Product/service innovation 23 4.2%
Maintaining existing customers 10 1.8%
Statistics
Total Responses 552
Do you predict that in 2013, more women will venture
to start their own businesses?

Value Count Percent
Yes 467 84.6%
No 85 15.4%
Statistics
Total Responses 552
Hiring

Value Count Percent
More 211 38.2%
Less 43 7.8%
The same 298 54.0%
Statistics
Total Responses 552
Customer Service

Value Count Percent
More 313 56.7%
Less 8 1.5%
The same 231 41.9%
Statistics
Total Responses 552
Marketing

Value Count Percent
More 403 73.0%
Less 16 2.9%
The same 133 24.1%
Statistics
Total Responses 552
Product/Service Development

Value Count Percent
More 303 54.9%
Less 17 3.1%
The same 232 42.0%
Statistics
Total Responses 552
Please indicate the level of importance of the
following areas to your 2013 marketing investment
plans.
1-Very
unimportant
2-Somewhat
unimportant
3-
Unsure
4-Somewhat
important
5-Very
important
Responses
Website
5.8%
32
5.3%
29
3.6%
20
31.0%
171
54.3%
300
552
Search Engine
Optimization
(SEO)
8.3%
46
10.7%
59
12.3%
68
33.0%
182
35.7%
197
552
Social media
presence
7.1%
39
12.0%
66
10.3%
57
34.8%
192
35.9%
198
552

Mobile presence
13.6%
75
17.8%
98
24.5%
135
24.5%
135
19.7%
109
552
Ecommerce
(online sales)
36.2%
200
18.8%
104
13.6%
75
16.5%
91
14.9%
82
552
Which of the following do you consider to be the
future of small business marketing?
Value Count Percent
Social Media Marketing & Search Engine Optimization 245 44.4%
Websites Design and Maintenance 85 15.4%
Mobile Marketing 62 11.2%
Email Marketing 34 6.2%
Online Advertising 24 4.4%
Print & Direct Mail 9 1.6%
Statistics
Total Responses 552

Please indicate your level of perceived value to your
company's bottom line for the following areas.
1-Not at all
valuable
2-Not very
valuable
3-
Unsure
4-Somewhat
valuable
5-Very
valuable
Responses
Email Marketing
7.8%
43
7.8%
43
18.3%
101
40.9%
226
25.2%
139
552
Mobile Marketing
18.1%
100
15.2%
84
33.0%
182
21.7%
120
12.0%
66
552
Social Media Marketing &
Search Engine
Optimization
4.2%
23
7.2%
40
13.8%
76
37.0%
204
37.9%
209
552
Online Advertising
17.2%
95
15.4%
85
24.5%
135
28.4%
157
14.5%
80
552
Websites Design and
Maintenance
3.1%
17
2.9%
16
6.9%
38
35.0%
193
52.2%
288
552
Print & Direct Mail
21.4%
118
19.2%
106
21.4%
118
29.5%
163
8.5%
47
552
Please indicate your level of confidence in your ability
to implement the following capabilities for your
business.
1-Very
unsure
2-Somewhat
unsure
3-
Neutral
4-Somewhat
confident
5-Very
confident
Responses
Email Marketing
3.6%
20
8.3%
46
14.7%
81
34.8%
192
38.6%
213
552
Mobile Marketing
16.8%
93
19.7%
109
30.6%
169
20.3%
112
12.5%
69
552
Social Media Marketing &
Search Engine
Optimization
5.8%
32
11.1%
61
16.3%
90
37.7%
208
29.2%
161
552
Online Advertising
9.2%
51
14.7%
81
31.7%
175
25.0%
138
19.4%
107
552

Websites Design and
Maintenance
4.0%
22
7.4%
41
11.6%
64
33.3%
184
43.7%
241
552
Print & Direct Mail
6.0%
33
7.2%
40
27.7%
153
24.6%
136
34.4%
190
552
Please indicate your level of perceived value of the
following social media sites. Please drag the sites
from the left to the right with the most valuable at the
top and the least valuable at the bottom
Item
Total
Score1
Overall
Rank
LinkedIn 2143 1
Facebook 2046 2
YouTube 1425 3
Twitter 1393 4
Pinterest 1003 5
Total Respondents:
1
Score is a weighted calculation. Items ranked first are valued higher than
the following ranks, the score is the sum of all weighted rank counts.
What was your biggest motivation to start your own
business?

Value CountPercent
I had a vision for a business idea that I wanted to implement. 152 27.5%
I have always seen myself as an entrepreneur so I looked for an idea that would enable me to
become one.
115 20.8%
I wanted to solve a specific industry problem. 78 14.1%
I needed a break from my day job and wanted to start something on my own. 61 11.1%
Statistics
Total Responses 552
Please rank the below key personality traits a woman
needs to successfully run her own business. Please
drag the traits from the left side to the right side with
the most important key personality trait at the top and
the least important key personality trait at the bottom.
Item
Total
Score1
Overall
Rank
Passion for the business idea 2082 1
Vision to succeed long-term after the business is launched 1808 2

Item
Total
Score1
Overall
Rank
Risk-taking attitude and willingness to fail before you succeed 1781 3
Networking abilities to attract new customers 1554 4
Assertiveness to gain respect as a businesswoman 984 5
Total Respondents:
1
Score is a weighted calculation. Items ranked first are valued higher than
the following ranks, the score is the sum of all weighted rank counts.
How important is each of the following issues for you
as a business owner at the present time?
1-Very
unimportant
2-Somewhat
unimportant
3-
Unsure
4-Somewhat
important
5-Very
important
Responses
The state of the
economy
2.5%
14
5.4%
30
3.1%
17
32.4%
179
56.5%
312
552
Regulatory burdens
15.6%
86
16.3%
90
16.1%
89
27.5%
152
24.5%
135
552
Business tax issues
8.7%
48
12.0%
66
10.7%
59
32.8%
181
35.9%
198
552
Health insurance
cost and affordability
10.0%
55
12.1%
67
9.2%
51
28.6%
158
40.0%
221
552
Access to capital
11.6%
64
22.6%
125
10.1%
56
31.7%
175
23.9%
132
552
Access to a quality
workforce
10.3%
57
13.4%
74
8.3%
46
31.5%
174
36.4%
201
552
Fuel and other
energy costs
18.8%
104
27.0%
149
12.9%
71
26.4%
146
14.9%
82
552
Increasing access to
federal contract
opportunities
33.3%
184
16.1%
89
16.3%
90
18.5%
102
15.8%
87
552
Compared to 2012, how optimistic are you about
economic and business conditions as we enter 2013?

Value Count Percent
More optimistic 305 55.3%
Less optimistic 107 19.4%
The same level of optimism 140 25.4%
Statistics
Total Responses 552
In what way, if any, will the implementation of the
Patient Protection and Affordable Care Act (commonly
referred to as "Obamacare") affect your business
decisions?

Value Count Percent
Will have no impact at all upon the way I do business 391 70.8%
Will lead me to hire part-time rather than full-time employees 64 11.6%
Will cause me to freeze or delay hiring new employees 44 8.0%
Will cause me to delay or cancel other expansions or investments 44 8.0%
Will cause me to move some or all full-time employees to part-time 9 1.6%
Statistics
Total Responses 552
Which of the following types of financing have you
used in the past 12 months to meet your business'
capital needs? Please select all that apply.

Value Count Percent
Credit cards 250 45.3%
Business earnings 220 39.9%
Private sources (personal savings, family, friends) 202 36.6%
Used no financing in last 12 months 137 24.8%
Business line of credit 112 20.3%
Vendor credit 66 12.0%
Business/commercial bank loan 45 8.2%
Leasing equipment 35 6.3%
Personal bank loan 34 6.2%
SBA-guaranteed loan 19 3.4%
Equity capital (angel, venture capital) 10 1.8%
Statistics
Total Responses 552
If you sought either a new or extended loan or line of
credit over the past year, what was the outcome?

Value CountPercent
I obtained the loan/line of credit for the amount I sought with satisfactory terms 79 14.3%
I obtained a loan/line of credit, but for a lower amount than desired or less satisfactory terms 19 3.4%
I tried, but was unsuccessful in obtaining a new loan or line of credit 24 4.4%
I did not seek a new loan or line of credit in the past year because I did not want additional credit 293 53.1%
I did not seek a new loan or line of credit in the past year because I did not think I could get credit 137 24.8%
Statistics
Total Responses 552
Please indicate your age:

Value Count Percent
21 and younger 2 0.4%
22-30 16 2.9%
31-40 64 11.6%
41-50 157 28.4%
51-60 215 39.0%
61 and older 91 16.5%
Prefer not to respond 7 1.3%
Statistics
Total Responses 552
For classification purposes only, what is your race or
ethnicity?

Value Count Percent
Caucasian 448 81.2%
African American 35 6.3%
Hispanic/Latina 19 3.4%
Asian/Pacific Islander 16 2.9%
Native American/Alaska Native 1 0.2%
Statistics
Total Responses 552
How many employees work at your business,
including yourself?

Value Count Percent
1 188 34.1%
2 - 20 313 56.7%
21- 49 26 4.7%
50 - 99 13 2.4%
100 or more 12 2.2%
Statistics
Total Responses 552
How long have you owned your business?

Value Count Percent
Less than 2 years 109 19.8%
2-5 years 146 26.5%
6-10 years 114 20.7%
11-15 years 68 12.3%
More than 15 years 115 20.8%
Statistics
Total Responses 552
What industry does your business represent?

Value Count Percent
Business Services 116 21.0%
Marketing/Advertising 66 12.0%
Finance/Insurance 62 11.2%
Retail/Goods/Producing 36 6.5%
Technology 33 6.0%
Arts/Design 17 3.1%
Food/Beverage 11 2.0%
Event/Entertainment 10 1.8%
W-R Trade 0 0.0%
Statistics
Total Responses 552
What were the approximate gross annual sales of your
business in 2012?

Value Count Percent
Under $100,000 214 38.8%
$100,000-$499,999 138 25.0%
$500,000-$999,999 46 8.3%
$1,000,000+ 97 17.6%
Statistics
Total Responses 552
In which state is your business located?

Value Count Percent
California 115 20.8%
Arizona 54 9.8%
Ohio 33 6.0%
Illinois 29 5.3%
Florida 28 5.1%
Indiana 27 4.9%
Texas 23 4.2%
New Jersey 22 4.0%
Kentucky 19 3.4%
Virginia 18 3.3%
Pennsylvania 18 3.3%
North Carolina 16 2.9%
Michigan 16 2.9%
Tennessee 15 2.7%
New York 12 2.2%
Missouri 12 2.2%
Maryland 12 2.2%
Washington 11 2.0%
Georgia 9 1.6%
Nevada 8 1.5%
Kansas 8 1.5%

Iowa 8 1.5%
New Mexico 8 1.5%
Minnesota 6 1.1%
Idaho 4 0.7%
South Carolina 3 0.5%
Utah 3 0.5%
Vermont 2 0.4%
Maine 2 0.4%
Louisiana 2 0.4%
Wisconsin 1 0.2%
Rhode Island 1 0.2%
Oklahoma 1 0.2%
Oregon 1 0.2%
Connecticut 1 0.2%
Alabama 1 0.2%
District of Columbia 1 0.2%
Delaware 1 0.2%
Massachusetts 1 0.2%
Palau 0 0.0%
Puerto Rico 0 0.0%
Northern Mariana Islands 0 0.0%
North Dakota 0 0.0%
New Hampshire 0 0.0%
Wyoming 0 0.0%
Nebraska 0 0.0%
West Virginia 0 0.0%
Virgin Islands 0 0.0%
South Dakota 0 0.0%
Colorado 0 0.0%
Arkansas 0 0.0%
American Samoa 0 0.0%
Alaska 0 0.0%
Federated States of Micronesia 0 0.0%
Guam 0 0.0%
Mississippi 0 0.0%

Marshall Islands 0 0.0%
Hawaii 0 0.0%
Montana 0 0.0%
Statistics
Total Responses 552

OPEN
HEALTH INSURANCE COST
AND AFFORDABILITY
BUSINESS TAX ISSUES
ACCESS TO A QUALITY
WORKFORCE
2
2
4
3
2
1
TOP 4 ISSUES FOR WOMEN
BUSINESS OWNERS TODAY
STATE OF THE
ECONOMY
2%
69%
SEO
THE YEAR FOR WOMEN BUSINESS OWNERS
LEVEL OF OPTIMISM ENTERING 2013, COMPARED TO 2012
66%
ARE MORE OPTIMISTIC
24%
ARE THE SAME
10%
ARE LESS OPTIMISTIC
74%
ARE OPTIMISTIC ABOUT
THEIR BUSINESS’ ECONOMIC
OUTLOOK FOR 2013
85%
PREDICT MORE WOMEN WILL
START THEIR OWN BUSINESSES
IN 2013
73% PLAN TO INVEST MORE IN
MARKETING IN 2013
81%
ARE OPTIMISTIC ABOUT
THEIR BUSINESS’ OVERALL
PERFORMANCE IN 2013
OPEN
MOST VALUABLE TO THE
COMPANY’S BOTTOM LINE
85%
WEBSITE
44%
MOBILE
31%
ECOMMERCE
71%
SOCIAL MEDIA
44% CONSIDER SOCIAL MEDIA
MARKETING AND SEO
THE FUTURE OF SMALL
BUSINESS MARKETING
WE SPOKE WITH OVER 550 OF MORE THAN
5,000 NAWBO MEMBERS ACROSS THE COUNTRY
THE BREAKDOWN:
THE STATE OF WOMEN-OWNED BUSINESSES SURVEY
IS BROUGHT TO YOU BY WEB.COM AND NAWBO
87%
WEBSITE DESIGN
AND MAINTENANCE
75%
SOCIAL MEDIA
MARKETING AND SEO
66%
EMAIL MARKETING
WOMEN BUSINESS OWNERS VALUE LINKEDIN
MORE THAN FACEBOOK AND TWITTER
SHE’S OWNED HER BUSINESS
SHE EMPLOYS
INCLUDING HERSELF
20% LESS THAN 2 YEARS 1 EMPLOYEE34%
47% 2–10 YEARS 2–100 EMPLOYEES64%
33% MORE THAN 10 YEARS MORE THAN 100 EMPLOYEES
Study conducted among 552 NAWBO
members, 12/14/12-1/4/13.
WE SPOKE WITH
OVER 550 FEMALE
BUSINESS OWNERS
BUSINESS OWNERS TO FOCUS
ON MARKETING IN 2013
The State of
Women-Owned Businesses
The State of
Women-Owned Businesses
To join the conversation about small businesses, visit
www.web.com/community.
To learn more about NAWBO, visit
www.nawbo.org.

2013 state-of-women-owned businesses-survey

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