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Next Avenue’s Barbara Field
Kathy Goughenour’s virtual training business expanded.
Kathy Goughenour is an American actress.

Last summer, the US Chamber of Commerce claimed that “the coronavirus outbreak and resulting economic crisis disproportionately hit female-owned small companies.” The sales and growth forecasts appeared to be bleak. However, by embracing digital technology and pivoting their firms, these three women, all over 50, defied the odds.
They didn’t just survive the pandemic; they thrived, as you’ll see in our interviews with them below. Entrepreneurs include:
Kathy Goughenour is a St. Louis-based entrepreneur who has grown her virtual assistant business, Expert VA Training, from a 13-year-old startup to one that generates over $1 million in revenue.
Sandra Guibord, a former model and daytime soap actor, grew her Sandra’s Wine Life business (located in New York City and Ridgefield, Conn.) by offering virtual lectures to private wealth firms and financial institutions.
Her ex-husband and her previously co-founded the worldwide digital event platform HMG Strategy.
Kathy Cano-Murillo, the Latina entrepreneur of the Crafty Chica lifestyle brand in Phoenix, has grown in prominence. Her TikTok business, which sells “Mexi-style” wall art, block prints, T-shirts, candles, earrings, pins, mugs, and books, recently hit a million views.
ADDITIONAL INFORMATION FOR YOU
Tell me what inspired you to start your company.
Kathy Goughenour (Kathy Goughenour): I stopped getting promoted after eighteen years with a Fortune 500 [telecommunications] corporation. I was informed that I smiled and laughed far too much. To achieve, I had to be less happy? Life was far too brief.
I launched my own company and now attend meetings wearing tiaras.
I quickly doubled my marketing manager salary with my VA (virtual assistant) business. By 2020, I would have earned twenty times that amount.
I’m laughing my way to the bank right now.
Sandra Guibord (Sandy): Sandra’s Wine Life, my wine education and consulting company, was founded in 2000. Both the everyday wine aficionado who enjoyed entertaining family and friends, as well as the corporate executive, I saw a big market of wine consumers neglected by the wine industry.
I wrote about wine, became a magazine’s food and beverage editor, and founded a women’s wine club. After selling my side of a multimillion-dollar tech event company, I focused exclusively on Sandra’s Wine Life to assist individuals gain confidence and enjoy wine tasting.
Kathy Cano-Murillo: I started my [craft] company as a side hustle in 2001, when crafts were experiencing a renaissance among the younger generation. I’ve always been a maker, and I wanted to provide the Latino community a place to call home.
I had previously worked as a newspaper writer for The Arizona Republic and a syndicated craft columnist before deciding to devote my whole attention to my business in 2007.
Even before influencer marketing, my material catered to a specific audience. Since then, I’ve been really busy.
Could you tell us about your toughest business difficulty and triumph?
Kathy Goughenour: Learning to take risks was my hardest problem. I wish I had taken a chance and spent more money on marketing and professional development, particularly business coaching, earlier. When I hired a fantastic business coach, my company expanded at its fastest rate ever.
What has been your greatest success? Hundreds of women are gaining confidence in their skills and achieving success on their own terms as a result of this. They’ve figured out how to run profitable virtual assistant firms. They’ve traveled the world, purchased dream homes, and paid for their children’s college educations.
Sandra Guibord: Dealing with numerous state restrictions regarding wine shipment has been a major difficulty for me. I’ve had to obtain my wines from a variety of sources when presenting events across the country. However, this has greatly expanded my network.
My greatest achievement was when the Turkish government and the Wine Alliance engaged my company only to introduce Turkish wines to the United States.
Kathy Cano-Murillo: I’m Kathy Cano-Murillo, and I’m It’s difficult to continually coming up with new, creative, and relevant ideas, but I enjoy challenges!
My greatest achievement is the fact that my career has expanded continuously for the past 20 years.
How did you fare during the apocalypse?
Kathy Goughenour (Kathy Goughenour): During Covid, the VA industry exploded. The women in my program indicated that they expect to earn 133 percent more in 2020 than they did in 2019. My virtual assistant training and coaching business expanded to a million dollars in 2019 from $700,000. According to my study, I believe that this business will thrive, and that having an internet presence is now critical to that growth.
Sandra Guibord: During the epidemic, Virtual Wine Seminars were a huge hit. Virtual presentations have helped me increase my firm by a factor of a hundred. I swiftly transitioned from my typical in-person presentation structure to online presentations.
Virtual wine tastings became a beneficial technique for financial companies to reach out to their consumers in the absence of golf or theater. I deal with large financial institutions and nonprofit organizations such as TD Bank, Citicorp, and The Red Cross. The close and interactive encounters are extremely fulfilling.
Kathy Cano-Murillo: I’m Kathy Cano-Murillo, and I’m My company’s name was well-received. It was all about reading the situation and helping out throughout the outbreak. I listened to what people wanted to talk about and how I could help. That means creating virtual DIY stuff for them to do with their families or friends. Beginner sewing projects include face masks, Day of the Dead Barbies, and scrapbook paper mini-journals.
I’ve always included social media in my marketing strategy. During the pandemic, I hosted an Instagram craft night that brought together people from all walks of life. We currently have more than 80,000 Facebook fans. I’ve also had a few TikToks become viral.
Do you have any recommendations for other female entrepreneurs?
Kathy Goughenour (Kathy Goughenour): Make certain that potential clients have the financial means to pay; that they see the value of engaging you; and that they have a continuing need.
Women should have a more upbeat attitude as well. There will be no more slamming your head on the glass ceiling and being overlooked for promotions or higher pay. There will be no more encouraging everyone around you to move forward while you sit back and refill the chip bowl.
Sandra Guibord (Sandy): Don’t be afraid to collaborate and expand your network.
Food was provided by a large event and catering business to complement my wine pairings. ‘Why aren’t we collaborating?’ I inquired. The owner jumped on board right away. On my Wine and Opera and Wine and Cinema events, we’re collaborating.
I’m kicking myself now because I didn’t reach out years ago.
Also, think about growing your brand. As a lone entrepreneur, I concentrated on my target market. My brand grew once I became a mother. It became a discussion of how wine fits into family gatherings, home entertainment, corporate dinners, and international and large-scale events.
Kathy Cano-Murillo: I’m Kathy Cano-Murillo, and I’m Make a list of clear, specific goals, an action plan, and a task timeline, and work on it every day.
I begin by visualizing a large ultimate goal. Many accomplishments have resulted from it, including a greeting card line, two fabric lines, books, an art studio, and a craft product line for HSN, where I also feature.
Michaels Stores, North America’s leading arts and crafts specialty shop, invited me to speak as a keynote speaker last year!/nRead More

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