Whyography of the Week: Shayai Lucero, Earth and Sky Floral Designs Whyography of the Week: Robyn Frank, Thumbs Cookies Whyography of the Week: Amy Langer, Salo Whyography of the Week: Alysha Price, The Price Dynamic Whyography of the Week: Sara Schultz and Rachel Seifert, The Merry Hour® and Merrier Mastermind Whyography of the Week: Mary Kay Ziniewicz, Bus Stop Mamas Whyography of the Week: Anna Hagen and Nikki Hollerich, Hagen and Oats Whyography of the Week: Lauren VanScoy, Essence One and Six for Good Whyography of the Week: Lindsey Froemming, Fashion Fix Whyography of the Week: Michael Wynne Kithcart, MWK Coaching Whyography of the Week: Ginger Neilon, Baubles and Bobbies Whyography of the Week: Diana Hilaire, When She Comes Homes Whyography of the Week: Michelle Maryns, We Sparkle Whyography of the Week: Audra Robinson, Rocky Robinson Whyography of the Week: Carrie Boe, SuperStrongChick Whyography of the Week: Shawntan Howell, Girls Are Powerful Whyography of the Week: Allison Bross-White, b. Resale Whyography of the Week: Jordyn DiOrio Polski, MEND Jewelry Whyography of the Week: Melissa Taylor, Beauty Lounge Minneapolis Whyography of the Week: Leanne Aranador, Ladoru Whyography of the Week: Sairey Gernes, Urban Undercover and Towel Topper Whyography of the Week: Sarah Moe, Sleep Health Specialists Whyography of the Week: Katie Steller, Steller Hair Company and Steller Kindness Project Whyography of the Week: Twila Dang, Matriarch Digital Media Whyography of the Week: Maria Tototzintle, Tequila Digital Media Whyography of the Week: Susie Moschkau, Flip'em the Bird Whyography of the Week: Jessica Matthews, Uncharted Power Whyography of the Week: Lena Graham-Morris, The Entreprenista Whyography of the Week: Emily Hunt Turner, All Square Whyography of the Week: Mikaila Ulmer, Me and The Bees Lemonade

Amplifying Women’s Voices. Empowering Fierce Founders. Fueled by Purpose™.


Powerful stories amplifying the voices and highlighting the journeys of women business founders fueled by purpose.


An inclusive and empowered community of purpose-driven women business owners and champions changing the world.


My Founder Story awards micro grants to women owned small businesses pursuing their passion and purpose.

Women Business Owners Are Fueling the U.S. Economy

In 2019, there were:

12.9 million
women-owned businesses in the United States
9.4 million
workers employed by women-owned businesses
$1.9 trillion
in revenue contributed by women-owned businesses

Women Are Being Denied Critical Resources to Launch and Grow Small Businesses

Despite their contributions, female-identifying founders received less than a quarter of small business bank loans and a tiny fraction (less than 3 percent) of venture capital. On average, they received smaller investments and less favorable terms than men. My Founder Story is on a mission to disrupt the status quo.

Fierce Founders Fueled by Purpose Have a Distinct Advantage

Women who confidently communicate their business purpose and impact are more likely to receive funding and other critical resources to ensure success. My Founder Story provides tools and guidance for fierce founders like you to clarify and communicate your purpose with confidence.

Tools and Guidance for Fierce Founders Fueled by Purpose

Clarify Your WHY

Make the connection between your personal experiences and values and how you are making a difference in the lives of others and in the world with your business.

Develop Your Brand Story

Boldly bring your WHY to the world in a Whyography—a powerful short story that communicates your purpose. It’s foundational to your values-driven business and brand.

Pitch on Purpose

Communicate your purpose with confidence, overcome uncertainty and make your purpose part of your brand strategy. It’s key to your success.

Build Your Brand on Purpose

Brands like Beautycounter, Eileen Fisher, LÄRABAR and Wildfang were each built around a clearly defined mission, which was rooted in the founder’s WHY. My Founder Story works closely with women-founded purpose-driven businesses to clarify their WHY and communicate it in their brand stories, crafting memorable copy and bold visuals that engage audiences, influence decisions, inspire communities and ignite action.

Purpose-Driven Brands …

Yield a greater return on investment and outperform the stock market.

Are supported and recommended by consumers who share your values.

Attract topnotch employees who are more engaged, more satisfied and more likely to succeed.

We’re Building an Empowered Community of Fierce Founders Fueled by Purpose

More Than $220,000 in Grants and Services Have Been Awarded to My Founder Community Members

My Founder Community is a collective of more than 10,000 fierce founders and supporters. Membership is free and members receive many benefits. In addition to the opportunity to be featured, members qualify for grants and receive access to discounted and free workshops, events, coaching and other resources.

What My Founder Community Members Are Saying …