Association of Female Executives of Trinidad and Tobago

If there's one thing Franseca Hawke , 37, understands, it's service. Whether it's designing an ad campaign, or producing a magazine her early business ventures, as she explains, "relied on an uncanny ability to make each client feel that I was there holding their hand, understanding their problems, and providing solutions."

It is precisely why in an industry governed by, "got your money, don't look back," thinking that Hawke's PR business grew into a two million dollar profit generating business in 5 years. But in addition to service, Hawke attributes her success to an important alliance she formed in the early stages.

As Hawke recalls, I was growing fast and furious, I didn't know how to begin, how to grow, which employees to add, and if I could afford it. "I felt overwhelmed and excited at the same time so I detemined my way forward would be with a strategic partner."

For help, Hawke turned to an associate who she had worked with in the past both in televison and during an electoral campaign. Sharon Cowie was a free agent who operated her PR business from her bedroom in her suburban townhouse and even though it was a succesful practice, grown to maintain her upper ?middle class lifestyle, Cowie found that she missed having someone to brainstrom ideas and strategies. She also missed structure that came with reporting to work every day and being accountable to someone other than herself. When Hawke approached Cowie with the idea of forming an independent collborative, an alliance if you will, the 38-year old jumped at the chance.

To begin, they pooled their resources, split the rent for an office space, combined their small staff creating strategic areas for business expansion. Together and apart they went after larger projects, they oversaw each other's work when either of m travelled. In combining their resources they brought in more customers, won bigger contracts, and no longer felt like little fishes in a big blue bottle.

What was it that made this partnership work? For one thing, they had a clear history of working together and shared the smiliar vision for business, both wanting to have a small business identity with a big business feel. Goals, objectives, synergies were made clear from the start.

"Relationship is to business what location is to real estate, it makes all the difference in the world," admits Hawke. Both women felt that their partner elevated their positions among their client base giving them stature and value. "Fran already had a brilliant reputation after spending years in the media, and I had built a successful PR practice from scratch," says Cowie.

Their success demonstrated perhaps one important fundamental when forminmg a strategic alliance. Never just settle for a partner out of frustration, because if you do you may find yourself getting the short end of the stick and doing more than your fair share of work.

Judette Coward is the principal consultant of her own brand development and communications firm. You can email Judette at judettecoward@consultant.com