“Part of me loved the problem-solving aspect, but after law school I worked at a law firm doing commercial real estate transactions and I really hated it. It was like being a wedding planner for lawyers, too much detail, too many boxes to check.”
To her delight, she got laid off and was recruited to Fannie Mae where she did mortgage policy work. She loved it and stayed over two decades thanks to the interesting work, great benefits, and a near-perfect family/work-life balance.
But the itch to start a business was constant.
“I’d drive my husband crazy with my ideas. There was Kippah Girl, producing colorful kippahs, the beach buggy rental business (secretly it was just because I loved the name Buggies at the Beach) … I recall standing in front of a soda machine many moons ago saying ‘I wish I could get bottled water from this.’ I’ve always been identifying opportunities.”
Toward the end of her time at Fannie Mae, Holland went to a career counselor and discussed her entrepreneurial dreams. “Even as a kid, I’d been trying to figure out how to make money. I’d have garage sales and made candles, selling them door-to-door. I remember the coach said if that little voice has been talking to you since you were eight, then maybe it’s time to listen to it. I never thought starting something new was an option for me, but after that I began playing with the idea of what I wanted to be when I grew up.”
About a year or so later and one year before she turned 50, Holland decided to resign. The mortgage crisis had hit, Fannie Mae was in conservatorship, and the economy was blowing up.
“There were no longer opportunities. I had totally outgrown my seat, there was nothing left that I really wanted to accomplish. I felt like I had one more career in me and knew that never starting that business would be my number one regret.”
Despite all the ideas bouncing around in her head, Holland didn’t jump right away into entrepreneurial life. She took a consulting position with Bank of America, but after two years hit a wall and decided to leave – but not without a plan.
“I remember the coach said if that little voice has been talking to you since you were eight, then maybe it’s time to listen to it. I never thought starting something new was an option for me, but after that I began playing with the idea of what I wanted to be when I grew up.”
For some time, she had been thinking about a business that would teach technology to “late adopters,” both the tech adverse and older generations. A lover of gadgets, Holland was always playing with the latest technology, testing out apps, and troubleshooting devices. It all began with a class she called “Getting to Know your iPad” which she offered at a local community center. “Bingo! That was it. The class was full with a waiting list. I went to other community centers and started picking up one-on-one clients. It’s mostly coaching, filling in the gaps, and getting the client comfortable with the technology.”
That was two years ago and Tech Moxie continues to evolve. While Holland still does classes and works occasionally one-on-one with clients, she hires contractors to provide most of the services while she concentrates on growing the business. That has proven the biggest challenge thus far: “It’s a very scalable business, I want to go national, but I need to step back and see the bigger picture.”
Tech Moxie is all self-funded. To her husband’s dismay, Holland said she was “willing to live in a cave” to make this happen. Marketing has been her biggest expense, the website and branding and so on, but the loss of her corporate income has easily been the biggest startup cost. But this tech moxie is in it for the long haul.
“Sometimes I wish I had started sooner, but I’m not sure the market was ready. Tech needed to catch up. Mobile phones have really changed the game because, as people age, the accessibility features open up doors that were previously closed. I love when I show a client with Parkinson’s how to use Siri for example. Helping people understand the tech puzzle gives me such a sense of accomplishment and the best part is finally my time is my own.”
- Fake it! You don’t need to be an expert, just be confident … look for breadcrumbs.
- The only way to learn how to run a business is to go through it.
- Work on the most important issues first, not the easiest, otherwise you’ll never get to the big stuff!
- Having an idea does not mean you can execute it. You need to think about the means to manufacture or produce something, but tech has definitely leveled out the playing field.