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Get strategic business advice from an expert business counselor, for free.

Our business counselors provide personal, 1:1 support to help women entrepreneurs achieve their business goals. Get input on your business plan, learn about accessing capital, strategize about selling on social, and more. Whether you're looking to grow an established company or just getting started, our team can help.

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What to expect from business counseling

Our business counseling program is meant for entrepreneurs at most stages. Whether you're exploring the idea of small business ownership, have an idea and need help launching, or are established and looking to grow, we can help.

Expert advice

Our counselors all run their own successful businesses and speak from years of experience across various industries.


Counseling is provided at no cost to our clients. You can continue meeting with your counselor as long as you're working towards your goals.

Tailored to you

Your counselor will invest time in getting to know you, your business, your customers, and your goals. Nothing is templatized.


Schedule sessions weekly, monthly, or just once in a while. Meet via Zoom or in-person, whatever you're most comfortable with.

Meet Our Counselors

Barb Stone

A life-long learner, Barb focuses on helping small business owners gain clarity and the steps to reach what is possible. A trusted leader with an MBA in Operations and Finance from Syracuse University, Barb brings to WISE more than 25 years of experience in various types of manufacturing in Upstate New York.

Caeresa Richardson

Corporate engineer turned entrepreneur, Caeresa is an adept and creative thinker. She is also warm and gracious. She is most known in the CNY community for her work as a board member of You Can’t Fail, Inc. as well as various other community organizations.


Dana Zanders

As an analytic and insightful leader with decades of corporate experience in accounting and financial management, Dana has an entrepreneurs bottom line in-mind. She approaches coaching with an open-mind and the strategic acumen of a seasoned professional and well-rounded business owner.

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Ready to get started?

If you're ready to sign up and get paired with a counselor, click the button below and fill out our counseling intake form.

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Not sure? Take our intro course first.

If you're not ready for one-on-one business counseling, check out our introductory Building Blocks for Starting a Business. It's a great overview of entrepreneurship and will help you move your business idea forward.

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"My counselor takes the jumble in my head and helps untangle the Christmas lights."

- A new WISE counseling client

Frequently asked questions about counseling