Female Founders
“I developed the curriculum and Rosemarie handled the marketing and looked
for opportunities and challenges,” says
Rogers. Their divide-and-conquer approach paid off.
Today, Abrakadoodle provides afterschool arts programs to children all over
the world, from 20 months to 12 years old,
and even offers classes for adults. Hartnett
keeps the reins on the business side, working
with franchisees, watching the financials,
and handling the administration at their
office in Sterling, Va. Rogers continues to
focus on the program and content side,
deciding on art techniques, styles, artists,
and art history for the students.
The co-founders and partners nurture
their shared passion for art. “Art had been
a big influence in both of our lives and
is certainly one of the influences in our
becoming creative entrepreneurs,” says
Rogers. “Kids need art to develop creativity, independent thought, and innovation.” As long as Rogers and Hartnett
are around, there’s sure to be plenty of
opportunity for that.
GETTING STARTED
What inspired you to start your business? We have a passion for art. We were
saddened to see that the schools were cutting back on art education. Art had been a
big influence in both of our lives, certainly
one of the influences in our becoming
creative entrepreneurs. Kids need art to
develop creativity, independent thought,
and innovation.
What is your background, and how
did it prepare you for starting your
business? Hartnett: I grew up in franchising, first running all the support and
training services at Computer Explorers and eventually running their international operations and development.
I eventually moved on to join Tutor
Time as vice president of international
development. I have a BA in sociology,
which has provided great insight into
how groups work. But my real lifelong
passion has always been the study of art
history. Rogers: I had co-founded Computer Explorers. Before that I was a special education teacher. I have a master’s
degree in education. Abrakadoodle is an
education company so my background
and experience greatly helped in creating a solid, exciting educational program
for kids as well as training programs. I
developed business skills along the way.
thing about being an entrepreneur?
Best: That your success falls squarely on
your shoulders. Hardest: That you are totally responsible for what happens. That
responsibility is at times a hard load to carry.
What’s the best and worst advice you
got when starting out? Best: To take
advantage of the many opportunities to
learn and grow professionally. We joined
the IFA, attended seminars, participated in
networking groups, and tried to absorb all
that we could. There are great educational
opportunities through the CFE program.
Worst: To think about all the things that
can go wrong.
How has your experience in running
a franchise business been different
from what you expected? Hartnett:
The extent to which we have touched
lives worldwide (franchise owners, children, and their parents) has exceeded my
expectations. Franchise owners have built
strong businesses! Families worldwide
want the same thing for their children.
For example, during a visit to our franchise owners in Beijing, we conducted
a creativity workshop showcasing the
value of building creativity in children
through arts education. The parents, educators, and the media were all so engaged!
Children in Abrakadoodle art classes responded as joyfully in their learning as
children here in the U.S. It has proven
to be what author of Good to Great Jim
Collins would call “meaningful work!”
Rogers: I think the biggest surprise is
the opportunities that arise that you did
not expect. While we started out offering art classes for kids, our customers let
us know they wanted camps and special
events and programs for adults. Paying
attention to customer wants and needs
opened up many new avenues.
Why did you choose franchising? We
liked that franchise owners are invested in
their own success. Franchising also gave
us the opportunity to help people realize
a goal of owning a business.
How did you get started in franchising? We got our feet wet with another
franchise: Computer Explorers technology education for kids.
Did you have a partner/co-founder
when you started? Why? Hartnett: Yes,
Mary Rogers. We shared the same vision
for the company, a passion for children’s
education, and the same code of values in
conducting business. We have worked well
together for about 25 years and know we
make a great team. Rogers: Yes, Rosemarie
Hartnett. We shared the same passion and
vision for the company, combined with a
love of kids and learning.
How important was that in building
your company? Hartnett: Critical. Rogers: Essential.
How did you fund your company at
the beginning? As you grew? In the
beginning, with personal funds. As we grew,
the company was self-funded.
What were the keys to funding your
brand? Continued growth both in the
U.S. and internationally.
BUILDING THE BUSINESS
What has been the best and the hardest
How did you grow the brand at first?
What changed as you expanded? At
first, by word of mouth. Later, we greatly
expanded our online presence through a
mobile-friendly website and various social
media channels.
How did you transition from founding a brand to leading a brand? We
wanted to fill a niche by providing a wonderful educational experience for kids.
Once we established a solid footing nationally, we expanded our vision to reach
kids everywhere. Today Abrakadoodle has
an international presence.
How would you describe your leadership style? Hartnett: Lead by example
and have the “right people on the bus!”
(another Jim Collins quote). Rogers: For
me it’s about having the right people in
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