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While flying to Ohio, I noticed many of the passengers were females in business attire. Even compared to a few years ago, it seemed more women were working than in prior years.

Research shows this assessment is accurate. According to the Center for Women’s Business Research, “Women own 10.6 million businesses in the United States. They employ 19.1 million workers–that’s one in every seven employees. Their businesses account for $2.5 trillion in sales.”

In essence, there are now more women entrepreneurs than ever before. Not only are they controlling millions of dollars and large numbers of employees, they are making most of the key purchasing decisions in their homes. MRI’s Survey of the American Consumer shows “74.9% of women identified themselves as the primary shoppers for their households.

So, why does this matter? If you are an entrepreneur, knowing your audience is critical to your success. If more women are in positions of power than ever before, I suggest you position your business so that you are the expert authority they use to solve their problem.

What’s been your experience? How can this help you?