Another Entrepreneurship Project of the Whitman School of Management

"Don't you dare underestimate the power of your own instinct."
-Barbara Corcoran,
(2012 Keynote Speaker)

Susan Beebe

Lighthouse Marketing

Tell us about your greatest challenge and how you overcame it:

As a business owner commemorating our tenth anniversary, we have been presented with many challenges over the years. If I had to pick only one it would be the cyclical nature of our business and the need to focus on New Business Development (NBD) at all times. When we are very busy with clients, our NBD activities have taken a back seat. Then, as with so many other industries, our business slows down and then NBD becomes the priority. We have found that it is always better to prospect for new business before you really need it!

We have learned over the years that establishing and implementing a New Business Development program that remains consistent during the course of the year will balance out our revenue and allow for continuous growth.

What advice do you have for other women entrepreneurs or aspiring entrepreneurs?

For me personally, it would be to Never Give Up on your dream of owning a successful business. It sounds cliche; however, if you really give it some thought, the only difference between those businesses who make it and those that don’t is that at some point the founder/owner, gave up and decided to close their business.

That has never and will never be an option for Lighthouse Marketing. When we enter into a tough time, we immediately remember that This Too Shall Pass and show up every day doing what we know must be done to turn things around. We also remind ourselves during the very busy profitable times, that This Too Shall Pass and to enjoy the abundance and make good business decisions that will sustain us during the down times.

Key take-aways from your experience with the WISE Center or Symposium:

I have personally participating in all eight years of the WISE Symposium. I have always referred to it as "me time". I have received so many valuable lessons of courage and business prowess that I have implemented into my business structure over the years. It amazes me that the event can be as good or better each and every year and that is a true testament to the hard work and dedication to the team of individuals who make it happen year after year.


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WISE Women's Business Center

The Tech Garden
235 Harrison Street
Syracuse, NY 13202
Phone: 315-443-8693

Hours of Operation:
M-F 8:30am-5:30pm
Wednesday Evenings & Saturdays by appointment