Audra Fordin, What Women AUTO Know

What women AUTO know, founded in 2009 in Queens, N.Y., empowers and educates women (and some men) about auto repair to give their cars longer, safer and less expensive lives.

‘Ah ha’ moment that led to launching the business: Feeling the reactions, seeing the “light bulb” go off for people when they “get it.”

Ideal customer: Women, but really anyone who wants to know about taking care of their car.

Measuring success: My quality of life measures my success. I have great stories.

Biggest struggle: Being a woman in a man’s field is always a struggle. Proving myself makes it easier.

Surprise!: People’s perception of a woman mechanic and woman shop owner.

Promoting sales: I changed my business model. I now tell not sell – and I focus on women.

What keeps you up at night (business wise!)?: How to spread the word, get the message out.

Ever tempted to throw in the towel and just get a job?: I do get discouraged. BUT, then I get back on the path. Two steps forward, one step back. And here I am, back on track, writing this.

Biggest goal: Women are firefighters and sanitation workers – and men are in the kitchen. I want people to know that women need to be in the automotive industry.

The absolute best part of owning my business is: I feel great, doing what I love.

If I had to start over again, I would: have focused on education and women sooner.

I never imagined: changing the world’s perception would be so difficult.

If standing on a rooftop facing crowds of aspiring or struggling small business owners, I would shout: “Women Auto Know.”