Female Founders: Stephanie Flies On The Five Things You Need To Thrive and Succeed as a Woman Founder
An Interview With Candice Georgiadis

It’s going to be really hard, but each season of difficulty will lead into one of peace. City Mom Collective started as a passion project for me. It was born out of my heart’s desire to gather mothers together to support one another in every age and stage of life. In creating a business that has now become my life’s work, it’s tempting to think that it will all be easy but the road to success seldom comes easy for anyone. BUT even in the hardest leadership seasons, there have always been lessons learned and periods of peace to follow.
As a part of our series about “Why We Need More Women Founders”, I had the pleasure of interviewing Stephanie Flies
Stephanie is a passionate leader aimed at inspiring and connecting women through the power of building local communities. Her network of sister sites, known as the City Mom Collective, has enabled moms throughout the U.S. to live out their entrepreneurial dreams while also providing positive, uplifting content and relevant information to empower moms in all the communities they serve. Steph has created a network that truly empowers women and provides them a community of support throughout all the stages of motherhood.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
In 2010, I launched Scottsdale Moms Blog with a friend. Our hope was to connect moms in our community because we saw a need for moms to be able to share local information, recommendations and build friendships all from the convenience of their mobile phone, tablet or computer. Shortly after, women all over the country began approaching us to do the same thing in their cities. I later became sole owner, and rebranded our network to City Mom Collective in 2019. City Mom Collective is now the largest collection of hyper-local mom influencers!
Can you share the most interesting story that happened to you since you began leading your company?
City Mom Collective (formerly City Moms Blog Network) was born after a friend in the Dallas area messaged me on Facebook and shared her interest in wanting to build a business similar to Scottsdale Moms Blog but in her city to support Dallas area moms. It’s amazing to think that what was once a simple request has become what I call the “network effect” where now millions of moms are supported through the work of our network.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Back when Twitter parties were a thing, we decided we’d host our own Favorite Things Twitter Party where we’d gather moms from across the country on Twitter and share about some of our favorite products and give them away. My team (of four at the time) gathered together for the event and had not pre-written ANYTHING! I’m unsure how we thought we could get through sharing a product every 1–2 minutes, responding to attendees, managing the fact that we were TRENDING and randomly selecting giveaway winners. By the end of the hour, we were all sweating, our fingers hurt from typing so quickly and we vowed never to do a Twitter Party unprepared again!
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
I 100% agree with Isaac Newton when he said, “If I have seen further, it is by standing on the shoulders of giants.” There are many “giants” who have shared their professional expertise and wisdom with me over the years who I am forever grateful for, but the people that make the top of my list are the team members who have supported this work over the last 10+ years. There is absolutely no way that this business would be what it is today without their passion and commitment to the mission of City Mom Collective.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to this EY report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from founding companies?
Women are still the primary caretaker for children. As a mother myself, I can tell you, there was an immense amount of pressure on me from society to not let my business interfere with my “duties” as a mom. This expectation definitely holds women back from entrepreneurship, which is part of the reason why I created City Mom Collective. We support our site owners by providing a successful blueprint for entrepreneurial moms to follow. It offers flexible hours to fit the lifestyle of a busy family and gives moms the option to work from home. We make it easy for them to follow their entrepreneurial dreams while continuing to support their partners and children.
Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?
I think we need to change the narrative surrounding entrepreneurship and motherhood. Moms can be successful business owners and parents! Making your business a priority does not mean you are a bad mom. Just like making your children a priority doesn’t make you a bad business owner. As a society, if we can change the way we talk about mothers who run their own businesses, we can better encourage women to become entrepreneurs.
This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?
Running your own business is empowering. It gives you control over your life, income and schedule. I’m not saying it won’t be difficult. There will be days where you’ll question whether you made the right decision, but the benefits far outweigh the drawbacks.
Being able to pursue something you love and are passionate about gives your life so much purpose! It makes getting out of bed in the morning exciting, and seeing that business grow gives you pride and confidence. Becoming an entrepreneur was the best decision I ever made.
What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?
Myth #1: You Are Either Born An Entrepreneur Or You’re Not
The idea that someone came out of the womb ready to tackle the challenges of entrepreneurship is ludicrous. There is no blueprint to entrepreneurship. Anyone at any age can make the leap. All it takes is the right mindset and motivation. At 25 years old, entrepreneurship might be the last thing on a person’s mind. But at 35 years old, it might be the only thing they want to do. The truth is, entrepreneurs are made everyday.
Myth #2: Entrepreneurs Have No Personal Life
While it’s true starting a company takes up most of your time and energy, it’s not always all encompassing. The bottom line is, entrepreneurs have to be really good at planning “off” time. They need to be intentional about making time for the things that are important to them outside the business. Yes, being a founder is demanding, but it is not the only thing that matters in your life.
Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?
Entrepreneurship has its ups and downs, and if you’re not passionate about what you do, then I would not recommend starting your own business. There are a lot of difficult situations you face as a founder. It’s a very stressful position. You can’t rely on a steady paycheck, or any paycheck when you’re first starting out. There’s no company health plan you can rely on or people to make decisions for you. You have to be decisive and confident, yet willing to learn, because you’re going to make mistakes. If you’re not ready for that kind of responsibility, then there’s no shame in working a regular job where you have stability and consistency.

Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)
1. It’s going to be really hard, but each season of difficulty will lead into one of peace. City Mom Collective started as a passion project for me. It was born out of my heart’s desire to gather mothers together to support one another in every age and stage of life. In creating a business that has now become my life’s work, it’s tempting to think that it will all be easy but the road to success seldom comes easy for anyone. BUT even in the hardest leadership seasons, there have always been lessons learned and periods of peace to follow.
2. You’re going to make plenty of mistakes. It will be okay. One of my favorite sayings is the title of a book by Shauna Niequist — “I Guess I Haven’t Learned That Yet.” The idea is that in growing and learning, we are bound to make little and big mistakes that will in the long run set us up to be stronger, braver and better in the work we do.
3. You will try, but you won’t be able to make everyone happy. I’ve always had a strong desire to do whatever I can within my power to make the people around me happy. Whether it’s my employees or our licensees, I always lead heart-first and have made it my mission to do my best to make everyone around me happy. I have learned (the hard way) that while I am well-intentioned, it isn’t possible to make everyone happy all of the time. But if I am leading heart-first, I think I am doing my job well.
4. Don’t do it alone — find people who are passionate about your mission and hold on to them. Find people who are experts in their own right and lean on them, too. Early on in building City Mom Collective, I was quick to bring on like-minded women that were equally as passionate about the work that I was doing in building City Mom Collective. This was the best decision I have made as an entrepreneur.
5. Don’t forget to celebrate. I named my podcast “Just Add Sprinkles: Celebrating Motherhood” because I truly believe that even in the hardest seasons, there is always something worth stopping to celebrate. Admittedly, there are seasons of business ownership that are very trying and hard. Time and time again I have to remind myself to stop and celebrate the big and small wins — both personally and professionally.
How have you used your success to make the world a better place?
The work we do through City Mom Collective is making the world a better place. We empower women all across the U.S. by giving them an opportunity to build their own business, make their own money and work on a schedule that fits their busy lifestyle. On top of that, the women and families our sister site owners touch and support within their own local communities makes our impact even more significant.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
If I could inspire people to change their mindset around working moms, I would. Just like there is no blueprint for entrepreneurship, there is also not a blueprint on how to be a good mother. Some moms may want to stay home with their children during the day. Some may work part-time. Other moms may want a full-time job. And others may want to venture into entrepreneurship. Whatever your path, I wish for a world where moms aren’t judged for putting importance on their careers. We’ve made progress toward equality, but there is still much work to be done.
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
There are so many women entrepreneurs and leaders who I would love to have lunch with but one woman that tops my list is Brené Brown. Brené’s wisdom on leadership has been transformative for my own leadership.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Female Founders: Stephanie Flies On The Five Things You Need To Thrive and Succeed as a Woman… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.
























