Company: TheSpiritedWoman.com
Contact: Nancy Mills, Founder and CEO
Location: Los Angeles
Industry: Publishing, B2C
Annual revenue: Confidential
Number of employees: 1

Quick Read:

When the founder of a women's empowerment Web site set out to attract more viewers and free publicity for her site, she thought of using her contacts to help her establish a unique niche on the Web. A writer who had gotten to know various book authors in recent years, she asked a few of those authors to be interviewed on her site in a live, one-hour "telechat." That led to a series of telechats with established authors, some of which were promoted by the authors' publishers and fan sites, sending Web traffic and free publicity to her young venture.

The Challenge:

A relatively new women's Web site needed to gain attention—and hopefully more regular readers—but at very little cost. It also sought a way to distinguish itself from the many other Web sites focusing on women's empowerment issues.

The Campaign:

TheSpiritedWoman.com advocates empowerment for women. It makes money through ecommerce sales and by organizing special events in the southern California area, although it is now expanding nationwide. Los Angeles writer Nancy Mills began the site in 2005 as an extension of her workshop business, and she soon realized that she needed to get more exposure, albeit on a limited budget.

Mills knew a few well-established authors from her membership in PEN USA, a non-profit writers group. She decided to use those connections to try to form a niche for her site. Starting in March 2006, she scheduled live online one-hour interviews with popular authors that her readers could attend for $15. Mills called this series the "Spirited Woman Circle Conversation Series."

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