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Name: Rochelle Carter

Business:  Ellechor Media, LLC, a provider of publishing services

Industry: Arts & EntertainmentOther — Publishing

Location: Beaverton, Oregon, U.S.

Reason for starting: I was inspired to start Ellechor Media LLC in 2009, despite working full-time and facing vocal criticism. The concept was inspired by a conversation with my husband about how the economy and layoffs were affecting family and friends. I had just finished reading yet another book, when I reflected that my childhood dream had been to “read books all day for a living” and not answer to others’ whims. I saw an opportunity to create something sustainable that would help authors’ voices be heard.

Related: Another female entrepreneur’s passion for reading led her to her business idea

How do you define success? My definition of success is the ability to fully enjoy life while helping others to discover their own talents, skills and abilities and help to make their dreams come true. If I am not happy with myself and my place in the world and I am not helping others, then I am not successful.

Biggest Success: In 2012 we signed book contracts with two well-known celebrities: Nathan Engles from TLC’s Extreme Couponing and David “OG One” Jackson. When we held our first book launch event in Oregon, not only was it well attended, but it was also “the classiest book launch” some readers had ever attended. Their words! These are all wonderful achievements, yet, for me, the most personal and significant achievement was the week we launched our first books in 2011.

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What is your top challenge and how have you addressed it? My top challenge is finding the right combination of resources, tools and people to keep everything on track. Ellechor Media has enjoyed the luxury of flexibility, which gives us the ability to try different approaches and strategies before settling into one methodology. To date, our business model has been working well, but it’s important to revisit the issue every so often.

Who is your most important role model? I know it’s cheesy, but my mother is. She has always encouraged and supported me, no matter what. I was able to travel the world because of her, and when I struggled with feeling “trapped” in a 9-5 job, I was able find alternative options by thinking about what she would do. She started her own business, so I did too! She taught me to take smart risks. She never stops! My mom is now running a successful MPH Graduate program overseas. Role Model.

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Edited by The Story Exchange