We are officially 240 days into the year, with 125 sunrises and sunsets still to go! As summer winds down and students return to school, it’s the perfect time to reflect on progress. Take heart—there are still four months left.
This WUN Voices column highlights women business owners in Rhode Island, where women own 43.2% of all businesses—nearly double the national average of 22%. Our goal is to give these women a platform and bring greater awareness to their talents.
So far, we’ve spotlighted creative merchants and artisans, health & wellness experts, sustainability-focused businesses, entrepreneurs creating experiences and adventures, tech founders, nonprofit leaders, sportswear pioneers, and hospitality proprietors. It takes a village, and we’re just getting started.
What we haven’t yet covered are the many unsung heroes, sheroes, and organizations that support women-led businesses behind the scenes.
“You only know what you know.” – Loretta Swit
One of the most valuable lessons in my career has been to stay curious—especially in today’s fast-moving world. Thankfully, I’ve built a network of experts eager to share their knowledge and help others grow.
One such expert is Tricia White, founder of T. White Creations and part-time consultant with the Rhode Island Small Business Development Center (RI SBDC, part of URI). A former business owner herself, White also supports entrepreneurial organizations across Rhode Island and southern Massachusetts.
I was introduced to Tricia by Paul Harden, RI SBDC’s Director for the Greater Newport region, who many consider to be a wise “godfather” for local businesses. During most months, Harden hosts a free morning networking coffee at Innovate Newport. While Harden helps entrepreneurs with the nuts and bolts of launching and managing a business, White focuses on helping them expand their digital marketing footprint.
“I have always been an advocate for small businesses,” White said. “I was part of a family-owned business for over 17 years and now run my own marketing firm. My passion is teaching small business owners the importance of having a solid marketing strategy. As digital platforms have grown, I’ve focused on helping owners understand and use these tools, which are essential for modern-day success.”
When asked about her work with women-led businesses, White observed:
“Women business owners grow because they actively seek out learning opportunities. My women clients are eager to learn, open to advice, and committed to implementing processes that lead to future success. The biggest challenge I see is digital marketing. In today’s ‘world of search,’ having a strong web presence is critical. With AI transforming how we search, businesses must continuously optimize their websites, profiles, and social platforms. Just as important is having a clear brand story, making connections, and meeting face-to-face.”
At the Greater Newport Chamber of Commerce, I’ve seen White’s expertise in action. Her mantra: “If people don’t know the name of your business, how can they find you?” She uses an array of tools to audit digital profiles, then offers immediate, actionable recommendations. By leaning on AI, she helps craft precise messaging, headlines, and keyword strategies that maximize SEO (search engine optimization), AEO (answer engine optimization), and GEO (generative engine optimization). For those who want to learn more about these tools and practices, I recommend this free Pathfinder SEO tutorial.
Beyond RI SBDC, White points to other free resources for small businesses.
“The Small Business Administration (SBA) offers many free services, and our local office hosts monthly Marketing Mastery courses at Innovate Newport, in partnership with RI SBDC,” she explained. “Free counseling is also available from SCORE, and the Center for Women and Enterprise, both one-on-one and in group programs.”
I’d add that staying curious about new trends and engaging with fine-tuning your digital footprint on a frequent basis is just as important. Free resources such as YouTube tutorials, LinkedIn Learning, and Alignable can provide practical insights, while your local library’s Resource Department is an often-overlooked treasure for business owners looking to keep up with digital marketing trends.
Explore the links above to learn more about these free resources. Here’s wishing you a fun, productive—and curious—Labor Day weekend!
Michele Gallagher is a dedicated supporter of local businesses and the founder of City-by-the-Sea Communications.