Defining entrepreneurial style as a couple can keep business from getting complicated


By Kathy J. Marshack, Ph.D., P.S.

If you have read my columns in the past, you are aware that I frequently refer to couples in business as entrepreneurial couples. Now that I have bandied the term around for several years, it is probably time to formally define just what I mean.

Some of you may not even recognize yourselves as entrepreneurial couples because you have always been entrepreneurial, or come from entrepreneurial families, or the style is so common (especially here in the Northwest) that you never considered a definition important.

However, defining the type of entrepreneurship that you and your spouse share can be very enlightening. Knowing who you are and why you are that way will assist in problem solving and future planning, as the following case examples will show.

Even though there are always exceptions to the rule there are three basic entrepreneurial couple styles to start with. You may be a blend of two or even three and you may have changed your style over time. However, I am sure you will find your bedrock image in one of these styles. They include the solo-entrepreneur with a supportive spouse, the dual-entrepreneurial couple, and the copreneurial couple.

Solo-entrepreneurs

Bob and Carol used to work together in their successful nursery and garden supply business, but Bob has since returned to his old employer leaving Carol to manage the business on her own, as a solo-entrepreneur. Bob has become the supportive spouse. He is employed elsewhere, providing emotional support to his wife’s business, but not really involved in the day-to-day management and headaches of running it. Carol, on the other hand, recognizes her talent as an entrepreneur and is much better suited to running the operation on her own as a sole proprietor.

Dual-entrepreneurs

Another style involves dual-entrepreneurs like Sharon and Dave, who each run separately their respective businesses. Sharon is a realtor and Dave runs several successful small businesses. Dual-entrepreneurs are like solo-entrepreneurs in that each spouse is an entrepreneurial spirit tending to their own sole-proprietorship (or even partnership with a non-family member). They also may function as a support person to their entrepreneurial spouse. What distinguishes dual-entrepreneurial couples from the others is that they each have the entrepreneurial spirit yet they are not in business partnership with their spouses.

Copreneurial couples

Larry and Dorothy, who for 15 years have worked side by side building their farming enterprises, are a copreneurial couple. Copreneurs share ownership, management and responsibility for their business as full-time partners. Copreneurs are different from dual-entrepreneurs in that they operate a joint venture. One partner may have more of the entrepreneurial spirit than the other partner, but they both are equally committed to the enterprise as owners and managers.

Defining your style

So what is the real value of knowing your style and that of your partner? Stan and Rhonda didn’t evaluate their entrepreneurial style before they launched their successful retail chain, but they could have avoided many painful bumps in the road if they had taken the time to really talk and learn about each other.

Stan was restless and wanted to try his hand at running his own successful business. When Stan began talking about starting his own business, Rhonda agreed that they made an excellent team not only because of their love for each other, but because of their combination of professional skills. She was excited to get started on the venture.

Clearly though, this was Stan’s adventure. True to his organizer style, he researched the marketplace to discover the most advantageous industry and location for his new business. Unlike the entrepreneur who pursues a business because they have a passion for a particular industry or product, Stan is the type of entrepreneur who can take any good idea and make it into a profitable venture.

When Stan discovered the right business for him, a store that specializes in a variety of environmentally friendly products for the home remodeler, the couple began the second phase of development. The plan was for Rhonda to keep her job for the steady income and benefits. Stan quit his job and threw himself into the work of getting the business funded and off the ground. Rhonda helped in the evenings and on weekends with whatever odd jobs Stan could not get to.

In this manner the business grew from one retail outlet to two within three years. At this stage the couple needed to reassess Rhonda’s role. Stan could no longer manage alone and still achieve his dream of building a franchise business. Although Rhonda was ready to quit her job and come to work full time with her husband, Stan was not emotionally ready to share entrepreneurship with Rhonda. Their relationship worked fine when Rhonda was a supportive spouse, but when she left her job, Stan felt that she was usurping his territory. After a tumultuous year of trying to work together as copreneurs, Stan and Rhonda realized that Stan needed to hire professional management and that Rhonda would continue working in corporate America. They just were not cut out for the challenges of running a family business. What best suited this couple is the model of solo-entrepreneur with a supportive spouse.

Your role as the entrepreneur or the supportive spouse is much less complicated if you, as a couple, clearly define the type of entrepreneurship that suits your personalities best. If you are a hard driven, competitive type, probably you will do best as a solo-entrepreneur. If both of you are this type, try dual-entrepreneurship. If you are team players and enjoy sharing the spotlight with the one you love, copreneuring is for you. And if you are the quintessential woman/man-behind-the-scenes, and you don’t really want to be too involved in the daily managing of your partner’s venture, you are well suited to be the supportive spouse.