“The Golden State” leads the nation in the number of veteran-owned firms, according to a report by the Small Business Administration. Military Families Magazine spoke to four military-affiliated entrepreneurs about how community support is helping them build their small business on the West Coast.
Eight in 10 small business owners say community backing has a significant impact on their company’s success. Veteran and military spouse entrepreneurs know this well, drawing on the support of family, friends and the military community, as well as organizations like The Rosie Network (TRN). TRN, a nonprofit organization founded in California by Navy spouse Stephanie Brown, has assisted military-connected entrepreneurs around the world since its launch in 2011.
Launch, grow & scale
TRN’s flagship program, Service2CEO, as an example, offers:
- College-accredited, 9-module curriculum,
- Expert-led guidance,
- Flexible, virtual learning,
- Mentorship,
- Pitch deck development,
- Hands-on public speaking practice, and
- Connection to an alumni network
Service2CEO hosts cohorts in the fall, spring and summer. To date, there have been 1,800 graduates of the program, including Anna Wood, a Navy spouse who says she started her business after frustrations with toxic health and fitness advice pushed on women.
“Fitness is about the strength of conviction, of discipline, of mindset,” Wood said, explaining that her online courses Shaped by Strength focus on posture and mobility.
In an effort to grow her business, she attended multiple conferences but didn’t find actionable support until TRN.
“I always left with a plan of action in my hand,” the Service2CEO alumni said of the program.
Today, Wood mentors others as a Rosie Network Chapter Leader to give back to the community that supported her and so many others, including Marine spouse Ayren Pfeifer.
The pivot
Pfeifer knows that mentorship during military transitions can make the difference between stalling out and moving forward. She sustained a real estate business through 11 moves before retirement, but when COVID forced TRN online, she joined its first virtual Service2CEO cohort — a step that was pivotal in her becoming a top seller in California and South Carolina.
“Real estate is a team effort,” she said. “And the same is true in the military spouse entrepreneur community. We are a supportive group of people who want to help others.”
Research backs her up: in 2021, the Military Spouse Chamber of Commerce found nearly 90% of spouse-owned enterprises with employees hire other military spouses, creating a ripple effect of opportunity.
Opportunity can mean more than profit — it can be healing and connection. When Anastasia Lujan’s husband — a Navy veteran — died, candle and soap-making became a source of healing.
“It was art therapy for me,” she said, launching Lujana Gifts in 2022. “Over time, I realized it could bring comfort to others too.”
Another Service2CEO graduate, Lujan credits TRN for giving her the tools to scale as she connects with her customers.
Mentoring matters
Navy veteran Tahnohn Hayes turned to entrepreneurship after a multiple sclerosis diagnosis forced him to leave active duty. After learning that diet could help manage symptoms, he created trail mixes without artificial sweeteners and fillers. His first success was an apple pecan granola. With encouragement from his wife and guidance from local small business resources and TRN, it became the first product in his business, NutFrusion.
His journey has not been without setbacks. His family now tests flavors after a seizure left him hospitalized and took his senses of taste and smell. Despite the challenges, he credits the business with keeping him strong.
“My wife asks me why I keep doing this … having a business is stressful. But getting up every morning to do this is what keeps me going, keeps me active.”
The skills shaped by military life carry over into entrepreneurship, but the journey isn’t easy, especially without guidance. SBA reports that 5.5% of veterans and 12% of military spouses report self-employment, and TRN supports more than 30,000 of those military-connected founders, annually, through its programming and virtual support communities. Additionally, Service2CEO graduates have seen revenue grow by as much as 150%. The right community can be key to business success.
For those thinking about entrepreneurship, Hayes offers simple advice: “You can spend a lot of time thinking about it, or you can just do it.”
Visit Service2CEO to learn about the application process for the next cohort.
