"When you're playing many different roles you need to clean the slate and need a mindset that supports and nurtures you."
Meet Anna Jonak, a business coach, marketing educator, life coach, and leader, for women in business. Over the last 8 years, she has worked with thousands of female entrepreneurs, sold several millions of dollars of courses; and has scaled a boutique coaching agency to just shy of 7 figures in just over a year and a half.
The blatant lies, spammy sales tactics, clever copy, and false promises that are constantly made to new and young business owners make her sick to her stomach. (the claims like ‘you can make 100k in 100 days’).
“Because it paints an unrealistic picture to so many people of what growing a business that can actually feed your family looks like. It means we live in a world where new business owners think they can make money from day one, that an ecommerce store is passive income, and that with the right manifestations they don’t have to hustle.”
Anna is passionate about being real, raw, and authentic in how she does business. And her mission is to provide female business owners with everything they need to know about business strategy, marketing, and mindset to grow a business; along with a realistic picture of what they’ll need to invest, the risks they’ll need to take, and the timelines they can expect for real sustainable results.
Check out more interviews with entrepreneurs here.
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Table of Contents
Thank you for joining us, please introduce yourself to our readers.
Anna Jonak: Hi! I’m Anna Jonak and I’m a business coach, marketing educator, life coach and leader for women in business. I am also the founder of The Elevatory, a boutique coaching agency for female entrepreneurs looking to scale.
To get us started, Can you tell our readers what does your company solve differently in the crowded marketplace? Give an example or share a story.
Anna Jonak: At The Elevatory we believe it takes a village to grow a successful business which is why our signature Mastermind Program brings together an incredible team of female specialist coaches to serve our clients on their growth journey. It’s specifically designed for women, by women, with an intimate approach that is tailored to your business and where client experience and emotional connection are our number one priority.
Back in 2016 when I wanted to scale – I searched high and low for a female focussed Mastermind to help me grow. I wanted to tap into a strong and successful female leader, with community to learn from and a space where I could let it all hang out and just be raw and real.
BUT – my searches came up short.
At the time I found just one female led Mastermind – however my own growth and experience superseded that of the coach leading the group. Outside of that there were male dominated groups aplenty or a variety of mixed groups, all led by men. But for me having a female leader was particularly important because often the pressures and emotions for women in business can be quite different, especially when you’re juggling a family. The societal expectations, self-talk, guilt, doubts, you name it (and believe me I know because I have coached women in this space for years!)!
Alongside this, the more I dug – I discovered that the focus of most Masterminds were often centred around group work and expensive retreats, rather than someone getting their hands dirty 1:1 with me on my business and actually getting things done fast! [Yes, I’m a doer & I’m juggling 3 kids I wanna get sh*t done!].
The alternative was a coach – but most knew less than I did.
Eventually, I found a Mastermind ran by James Schramco and whilst not female (obviously) he did tick most of the boxes for me at the time and gave me a truly wonderful taste of growth coaching at its best. Fast forward to now – and after years of selling courses and group coaching, in 2019 I actually did the opposite of what most people do (going back to a 1:1 model) and consolidated everything to create the ultimate female focussed Mastermind.
A Mastermind not led by one single female leader – but instead run by a team of women all with niche expertise to add value in your journey. A team of experts, all working with you 1:1 across all aspects of your business. And a community that runs alongside it where you can connect, create, commiserate, cry and celebrate.
A place to be you, to be safe, to be heard, and for you to find the next level of your business. And most importantly where the focus is on taking action and getting results right now, and where you can get your specific questions answered by someone just as invested in your business as you are!
While your company is growing, what are some of the challenges you face? Hiring? Tech development? Raising capital? Branding? Tell us more about the journey.
Anna Jonak: What can I say it’s a been a bumpy ride, as I’m sure it has for most. But tech issues, hiring, branding are just par for the course in my eyes. Personally the biggest challenges and / or advancements in my business have come from taking risks, investing, doing the uncomfortable things and working through limiting beliefs.
You certainly have to learn to to ride the tough times.. knowing in your heart greater times will come.. whilst actively searching for the the answer for your new way forward. Getting to where I am today has not been fast or easy… some soul baring context..
I did not have a job when I started my business, we relied on my partners income and being stringent. A year in I then used up all our savings to work with a coach [it was a significant investment] Not long after that my husband gave up his very well-paying job to allow me to continue to drive my business forward. At this time we moved back from WA to NSW when I was making just 50k from the business a year [for a family of 5!!!] ..
My husband also spent that entire Christmas driving Uber so we could make ends meet [ which meant the 4th year in a row I hadn’t seen him for new year, thanks to his previous job!] As my business grew, my husband got a local job to support alongside and things stabilised – we felt safe..
But then, fast forward a year or so and our business went backwards and lost over 100k, and I was back to barely making ends meet. Shortly after I had to navigate a business partnership break up [ a very emotional and costly affair].. then Covid hit.
I then reworked my business model and scaled it close to 7 figures in 18 months. Vision, mindset and persistence have been key!
Everyone has a different story, what influenced your decision to be an entrepreneur, what would you have done differently?
Anna Jonak: After school, I completed degree in psychology and then somehow ended up in the world advertising. I had a wonderful career and enjoyed it enormously but towards the end felt a pull towards something more meaningful and began exploring coaching / counselling.
I started off with a course in counselling and then found a life coaching diploma I wanted to complete. Shortly afterwards I feel pregnant and made the decision then and there that I would pursue the coaching diploma and start a business as a life coach. As I did, I mentally drew a line in the sand that going back to corporate was no longer ever going to be an option for me.
And it is this choice and wholehearted decision that there was no other alternative – that has driven me to where I am today, through many twists and turns in business. And I honestly dont think I would do anything differently .. I feel each twist and turn has enabled me to really carve out the best business for myself, my family and for my clients.
I appreciate and embrace every lesson learnt along the way, it has made me stronger and more resilient, and a better coach and leader.
Now for the main focus of this interview: what qualities or characteristics do women entrepreneurs have that make them great leaders? Please share some examples.
Anna Jonak: Women have a greater empathy, compassion and understanding for all the different roles we play.
Too many times in the workforce I’ve felt like I was a cog in a machine, and my personal life was always seen as something that might get in the way of my output. But we are human and we have many roles to play, and each needs space and understanding.
I feel that with female leaders there is a deeper care and understanding with respect to all the roles we play and that the mental wellness of the individual is the primary focus over output. I think of all that my team had to manage during covid – with home schooling, carrying the mental load, and working alongside.
Throughout we were in continual discussion with what everyone needed to get through, from more flexibility, days off, reduced hours or a lower client load. I also sent self care packs to remind them to take time out and nurture themsleves when they could.
Women come from a place of growth not ego.
I believe women have a greater tendency to lift others up to reach their potential rather than compete with each other. There seems to be a more collaborative approach with a drive for everyone to win and advance. In the business coaching space I’m in, I regularly see women coming together on join ventures and events in a bid to support one another and give the best to future female entrepreneurs.
Women place a greater focus on mindset, beliefs, meaning and purpose to inspire action and change.
Rather than just setting KPI’s based on the needs of your business – you also need to connect with what motivates each member in your team. When you can help your team to uncover their purpose and vision you unlock another level of motivation, resilience and drive. When you can help your team to uncover what’s holding them back and reframe their beliefs you have the potential to change everything in their life.
It’s important the team feel part of the business and can see it as a potential vehicle to their bigger visions and dreams. I sent one of my team to do a life coaching diploma to help her advance her skills for our program – she came out a very different woman, and I am so proud of her new strength, clarity and resilience.
Women display a gratitude, appreciation and acknowledgment – so individuals feel seen and valued.
Whether it’s words of affirmation, a bonus, a gift, or an award – who doesn’t want to be SEEN and VALUED! I feel this is an area women excel at – taking the time to make sure another person feels special and that they are grateful for their contribution.
What are some of the biggest challenges you still see women face while conducting business, compared to their male counterparts? What would you like to see change, and how would you make it happen?
Anna Jonak: Biggest challenges
1. The guilt, judgment, and shame for working whilst trying to raise a family – even though it fills you up and gives you purpose.
I remember putting up a post on facebook about how I juggled my day [at the time I was running my company, and taking the lead in parenting our children, as my husband worked full time too] – my days were long and heavily structure to fit everything in. I remember the post getting inundated with comments about how much of a bad wife I must have been and how people felt sorry for my husband… WTAF .. I retired my husband thanks to my job and we have more time together as a family then ever before .. but trying to do it all was seen so negatively …
2. Following on from above – we do tend to do it all – ie experience a heavier workload with taking on work plus often the lead role of the cleaner, cook and managing child care.
3. The feeling of never being good enough in any of the roles you juggle … [ there is always that other Mum on facebook who seems to have it all together whilst you feel like you’re hanging on by a thread] I see a-lot of very stressed, burnt out women trying to do it all – with a system and often partners that dont support them.
I would love to see women offered more support in their quest to a succesful business or their chosen career – along with more support from men and society at large to help better share the load.We’re in this together and we both deserve the opportunity to be mentally stimulated, contribute financially and share the house hold duties.
I also think mental support is extremely important as women often need to clear out old beliefs around busyness, saying yes, boundary setting, control and perfection. We also need to be ok with outsourcing or asking for help.When you’re playing many different roles you need to clean the slate and need a mindset that supports and nurtures you.
With all of your experience as a business leader, what is the most important thing you can tell fellow entrepreneurs that you’d like to share with aspiring women entrepreneurs?
Anna Jonak: In order to perform at our highest potential as a leader I believe it’s important to find a balance of both feminine and masculine energy. Ultimately you want to be able to lead from your head and your heart. It’s one thing to have a vision and take risks and take consistent action, but you also need to listen, be prepared to be wrong and come from a place of compassion and empathy. When you genuinely care your team and your business will thrive.
What do you plan on tackling during 2022? Share your goals and battles you expect to face.
Anna Jonak: My focus this year is really on upskilling, empowering and growing my team.[ see Q / A – below also] Alongside this we are looking to advance our marketing endeavours in a number of areas, SEO, PR, a potential state by state Roadshow and further Facebook Marketing.
The battles we expect to face – the ever changing landscape of digital marketing, along with the ongoing impacts of covid, natural disasters, and world events [there’s certainly been alot thrown at all of us over the last few years.
But life and business are always moving .. and you have to be ready to evolve along with it, without always knowing the answers .. instead you have to trust in the outcomes you want and your abilities to get you there.
How do you keep learning? Podcast? Books? Audiobooks? Videos? Share some of your greatest sources of inspiration? Share an impactful story.
Anna Jonak: I am personally always working with a coach or plugged into a program / mastermind of some sort to make sure I’m across the latest marketing trends, and also so I can keep my mindset in check.
This year (2022) I sought out a perfomance coach – someone to help me create a better work / life balance. Business can be addictive, and sometimes it’s hard to step away .. but in order to grow it’s important to let go.
I have an amazing company and team and now want to focus on building out and empowering them further so I can focus on other areas of the business.
And most importantly alongside this I want to enjoy the fruits of my labour and embrace the freedom I have created in this business, and spend more time with my husband and my children.
My team are also regularly plugged into programs / mastermind / trainings – in their niche area to ensure the most up to date mentoring and advice for our clients.
I’m sure our readers will be very thankful for the insights you have shared. Where can our readers follow up with you?
Anna Jonak: Our website – theelevatory.com
Mike Weiss, VIP Contributor to ValiantCEO and the host of this interview would like to thank Anna Jonak for taking the time to do this interview and share her knowledge and experience with our readers.
If you would like to get in touch with Anna Jonak or her company, you can do it through her – Instagram
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