EAST BRUNSWICK — When you see these women huddling at a soccer game, don’t assume they’re just showing off pictures of their children.
Although there’s nothing wrong with that, these women are using the time they have together to discuss marketing, Internet technology and other issues you might never expect to hear about at a soccer game.
Sheila Weber, Sandi Pace, Erin Paglia and Brenda Swissman are all East Brunswick residents, moms and wives, but they’re also part of a group that uses its members’ combined knowledge to venture into areas the women only dreamed about before.
Each of them wants a family, children and a career, yet knows that’s a little too much for one person to shoulder alone. So these working moms are banding together to make their visions come true, with the help of others’ dreams.
Each of the women owns or works through a home-based business, and credits her success with the ideas and support she’s received from other group members. With today’s fast-paced, hectic lifestyles, the four are finding that simple old-fashioned conversation and collective activity can still be the cornerstone of a fruitful business.
Sheila, a free-lance writer who also publishes a children’s newsletter, said the four women got the idea to get together simply by talking to each other at their children’s sporting events. They now meet regularly to discuss how to run their home-based businesses and balance them with the immense responsibilities they have as parents.
"Sandi Pace wanted to brainstorm and get together," Sheila said. "It’s not like a religious meeting every time, but it is a group of women who can grab snippets of information from each other.
"We’re there to learn from each other," she said. "Every time you talk to each other, you learn something you might not have known."
Sandi, who is a contractor for Home and Garden Party, has been working from her home the longest, and leads the group’s discussions, Sheila said. The meetings usually take place at one of their homes.
"As teen-agers, they were called ‘bull sessions.’ Now, as adults, they are ‘meetings,’ " she said. "But whatever you call the gathering of people, the result is still the same.
"Everyone knows someone who could be an asset to your business or who could be a potential client or customer. People learn from each other; the mistakes and the rewards are up for grabs. Their discussions are used as a tool to keep everyone on top of what is happening in the marketplace," she said.
In fact, thanks to a casual comment from Sandi, Sheila was able to broaden her scope as a writer.
Sandi needed a press release to help advertise her business and, knowing Sheila was a writer, asked her to write it. Even though she had never created a press release before, Sheila jumped at the opportunity to learn a new writing strategy while helping her friend at the same time.
"Sandi needed a news release for advertising and asked me to do a press release, so I learned how to do it," she said.
Erin Paglia actually began her home accessory business, The Finishing Touch, thanks to the same kind of serendipity.
"On the ball field, someone told Erin they loved her home and said they wished they could have her decorate theirs," Sheila said. "That was how she started the business."
She said a typical meeting would include a vast array of subjects.
"Brenda Swissman of Gifts to Go (which produces stationery invitations) shares information on trade shows in New York and New Jersey. Erin Paglia expresses how word of mouth is a great form of advertising and has helped her business grow," she said.
"This ensemble of women are using their business savvy as a tool to help, encourage and stimulate each other. The hectic pace of their lives is part and parcel of being a working mom," she said.
She said the home businesses give them the flexibility they need as moms and wives, while at the same time allowing them to do work they enjoy.
"You do have to do something you really like," she said. "Each one of us found a little niche, and we can do it at our house."
Pace said the meetings give the women a chance to work and see their friends at the same time.
In addition, Pace’s business, the home sales of decorative products, offers women a way to combat modern time constraints.
"You don’t get to see your friends anymore," she said. "You don’t have time to go out shopping — I do it on the computer. But with the home sales, you have an excuse to shop and have fun with your friends for a night."
The group wants to also get a message out.
"We want to encourage women to do something to feel they’re contributing," Sheila said. "Talking to other women helps a lot."
"People get caught up in the humdrum of everyday life, and might be a little scared (to branch out)," she said. "Women talking to women can really help."
The face-to-face meetings and talks are also meant to bring back a human connection lost in the age of the Internet.
"People are getting hidden behind computers," she said. "You could be sitting next to a woman who could be running some company, so speak up," she said.