"Find a supportive community (not your friends and family)" with Shannon Siriano Greenwood

Photo Credit Sarah Der

Shannon Siriano Greenwood is the Founder and CEO of the Rebelle brand, offering a boutique conference experience (Rebelle Con), an online membership community (Rebelle Community), and a media platform that reaches millennials and Gen X professional women. A sought after speaker, interviewer, and moderator, Shannon has interviewed and appeared with celebrities including Queen Latifah, Amy Robach (ABC News), and Christian Siriano (Project Runway) as well as rising star female founders like Michelle Cordeiro Grant of Lively (sold for $85 million) and Polina Veksler of Universal Standard (recent raise over $9 million). Named one of the top 5 Change Makers by Richmond Magazine, Shannon continues to advocate for women who want to change the game, define their own version of success, and lead the workplaces of the future.

· Can you tell our readers about your background?

I am a recovering workaholic who was stuck in a vicious cycle of work hard, burn out, work hard, burn out, repeat. I started Rebelle, offering professional and personal development for women leaders because I was sick of the "go hard or go home" message that causes so many women to burn out before they reach their full impact.

What inspired you to start your business?

I started Rebelle after my experience with postpartum depression. I could no longer work the way I had before and I wanted to learn from "successful" women about what to do next. I know the power of being the least "successful" person in the room and I wanted to create more rooms where women could learn from and support one another.

· Where is your business based?

Richmond, Virginia - the best place for small businesses

· How did you start your business? What were the first steps you took?

Richmond is an amazing place to network. People are very open to meeting new people, sharing ideas, and finding ways to collaborate. My business started because I met a woman at a networking event, she proposed working on a "project" together, we assembled a group of other people we knew from different networks and created a collaborative event, Rebelle Con, unlike anything else happening in our market. 

· What has been the most effective way of raising awareness for your business?

Networking and tapping the networks of others who are well connected. I call these people hubs, they aren't internet influencers, but people who know lots of people and have a way of influencing those people to take a chance on an event or business they haven't heard of before.

· What have been your biggest challenges and how did you overcome them? 

Our biggest challenge has been COVID-19. Our company's primary revenue source was from sponsorships and tickets sales for in-person events, conferences, workshops, and peer groups. Our membership also relied on in-person connections as the primary value. We have not completely recovered even by adding online offerings, but we feel optimistic about the hybrid model we have pivoted towards and the opportunities to reach more companies who see the value we offer to their employees.

· How do you stay focused? 

I don't. Distractions are part of the entrepreneurial curse. I always come back to my goal of sharing women's stories, but that continues to take different iterations based on what is happening in the environment. I have a team who gets the real work done.

· How do you differentiate your business from the competition? 

I don't spend a lot of time thinking about competition. I spend time thinking about how to create transformative value for our clients.

· What has been your most effective marketing strategy to grow your business? 

Referrals, speaking, and other media coverage, podcast, articles, features in newsletters. Essentially, using other people's audiences.

· What's your best piece of advice for aspiring and new entrepreneurs?

Find a supportive community (not your friends and family) who can help you navigate tough decisions especially when emotions are high. 

· What's your favorite app, blog, and book? Why? 

My favorite book is my journal. I actually have lots of journals all over the place. They are the places where I jot down my ideas, brain dump when I am feeling overwhelmed, and come back to see my progress when I feel like I haven't done anything.

· What's your favorite business tool or resource? Why? 

I use the "phone a friend" method whenever I can. If I am stuck, I will find someone who can help me get unstuck.

· Who is your business role model? Why? 

I have a business mentor, Racheal Cook, who is also a mother, who prioritizes her health, happiness, and personal life as much as her business goals. She lives here in Richmond, too. I am lucky to know her.

· How do you balance work and life? 

Having a life is my priority, work is my means to support myself financially and make an impact in my community. I don't struggle with this in the same ways I did when I was constantly seeking validation through business achievements.

· What’s your favorite way to decompress? 

Naps.

· What do you have planned for the next six months? 

We are launching a new round of our Leadership Development Program, SWELL by Rebelle - that supports women leaders through peer-mentoring. We are hosting an in-person conference in Richmond, VA this November. We are connecting with more companies that see the value in investing in women leaders.

· How can our readers connect with you?

Our website is readytorebelle.com and Instagram @readytorebelle