Cindy Shapiro Tracy, Founder of World of Reading. (Credit: Courtesy of World of Reading)
This Founder Turned a Parenting Challenge Into a Thriving Language Business
Cindy Shapiro Tracy, the founder of World of Reading, has carved out a unique niche in the media and publishing industry from her base in Atlanta. Since its inception in 1989, the company has been dedicated to the sale of foreign language and ESOL (English for Speakers of Other Languages) products, including books, CDs, DVDs, software, t-shirts, and board games. Tracy’s journey into entrepreneurship was driven by a personal need to find foreign language books for her children—a gap she soon realized was shared by many other parents. Her mission is clear: to provide accessible language resources that empower individuals and institutions alike. Through World of Reading, Tracy says she not only fills a market void but also enriches cultural understanding and education.
How is your business different from others in your industry?
Other foreign language resellers I have met at conferences are usually sales employees who do not even speak a foreign language, and usually represent just one publisher. I speak several languages and represent a variety of publishers with over 100 languages.
Tell us about your biggest success so far.
Securing a substantial order of books for a dual language immersion program in French, German, and Chinese. It was an $80,000 order, which was a remarkable achievement for us. This success not only affirmed the demand for our offerings but also underscored the importance of providing quality resources for language education. It’s moments like these that make all the hard work worthwhile and motivate me to continue expanding our reach and impact.
What is your top challenge and how have you addressed it?
Sales, marketing, strategy, and scaling up. The most significant issue arose when I suddenly received a very large order from a school district, and the publisher required pre-payment before shipping. To address this, I used personal lines of credit to fund the gap until payment was received from the customer. Fortunately, most of our online orders are prepaid, simplifying the process. However, we still receive orders from schools that expect to be invoiced on net 30 terms.
Additionally, improving my website has been crucial. I realized that I needed to hire the right company with the expertise to do it. Technology is changing so rapidly that I must rely on experts to help navigate these changes, even though I’ve managed to handle everything else myself.
Have you experienced any significant personal situations that have affected your business decisions?
No, I have been very lucky—my husband has supported me mentally and financially in starting my business and helping me keep it going!
What is your biggest tip for other startup entrepreneurs?
Go slow and diversify if applicable. Instead of investing too much money in one product, it’s crucial to spread out your investments and not put all your eggs in one basket. This approach can help mitigate risks and ensure a more stable growth trajectory.
How do you find inspiration on your darkest days?
On my darkest days, I find inspiration in my grandchildren. They give me joy and purpose, reminding me of the reasons why I continue to push forward. Their presence in my life is a constant source of motivation and strength.
Who is your most important role model?
My mother was my role model. At 50, my father left her for another woman and she was diagnosed with breast cancer. She fought the cancer and beat it for over 30 years, re-invented herself as a bookkeeper, and became financially independent. Her strength at persevering when the odds were against her was really inspiring for myself and my siblings!