CRN Entrepreneur of the Year on how her success was born out of lack of flexible working options
Zandra Moore says she became an entrepreneur only because she couldn't find a sales director position that would allow her to work flexibly as a young mother
CRN's inaugural Entrepreneur of the Year has revealed that the Microsoft, Qlickview and Tableu competitor she has built up only came about because her previous career stalled when her employer would not let her work flexibly as a young mother.
Zandra Moore co-founded analytics software developer PanIntelligence four years ago, and now the Leeds-based firm has 30 staff and competes for contracts against some of the world's largest software vendors.
Alongside her day job as PanIntelligence CEO, she also founded a women's leadership networking and is a football coach.
Talking to CRN following her victory in one of the prestige categories in last week's Women in Channel Awards, Moore said she only became an entrepreneur after it became clear that she could not work flexibly in her role as a sales director at a small software firm.
"Great things always come out of adversity," she said.
"At the time I felt that not having the opportunity to work flexibly as a sales director of a tech company was a real barrier for my career. But in the end it was the thing that gave me the opportunity to go out and do it for myself."
She co-founded Panintelligence in with two employees from a client she was working with as a consultant, Pancredit. At the time, Panintelligence was just a product.
"I had children and was sales director of a software company, and unfortunately - as is still the case - it can be quite hard to find a flexible role in a senior position," she explained.
"Working three days a week as a sales director wasn't an option for me at a small company and they couldn't accommodate that flexibility. So I set up my own consultancy business and became a self-employed technology sales resource for small tech companies. When doing that, I knew what I was looking for was a business I could either found, invest in, or become a director of, and that's what I did for five years. Panintelligence were initially a client, and weren't a company in their own right but a product in another business. There was an opportunity to buy that product out of that business which myself and two other employees of the business did.
"So it was born out of a lack of flexible working for women in senior positons. But I don't regret that for a single second. If I'd stayed at that small company I certainly wouldn't have found myself where I am today."
Moore has worked in tech for her whole career, following in the footsteps of her mother, who held senior roles at ISPs and application service providers.
"It was very easy for me to envisage I could do what she was doing and see that as a career, and I don't think that's the same for a lot of women," she said. "There was never a question that it wasn't a sector I'd go into. My mum was excited by all these new technologies and how they were going to change society and the world, and it was infectious."
Asked about whether campaigns such as CRN Women in the Channel are really necessary, Moore said it is important to hold up role models to close the female skills gap the IT industry and channel faces.
"In Leeds, only seven per cent of our tech workforce are women, so there is a need to raise the profile of the skills gap," she said.
"That said, I would much rather see the world in a few years where we just have awards for men and women and it's about their contribution and what they've achieved. But at the moment, because of the lack of women in tech roles at all levels I think we need these sorts of awards to build the profile of those people that are in those positions in industry, and give younger generations of women and those aspiring female leaders and role models they can aspire to be an. We as women in the industry to stand up and say ‘we're here'. And actually it's a great industry to be in, and think that's the best way to build that talent pipeline of women in the industry."
That said, Moore argued that gender discrimination in the industry is "not as big a barrier as it's made out to be these days".
"Let's put some context on it - it was a female director of a company that wouldn't give me flexible working. Discrimination is a very big subject and ultimately everyone faces some level of discrimination, whether that's age, gender etc, at some point in their career. I witnessed a male colleague of mine in a meeting who happens to look young and they just assumed he was a junior, - and he's not. They almost discounted his value based on his appearance. So I think diversity is just a human condition and we shouldn't see it as particularly personally. It exists. You should see it for what it is, move on, and surround yourself with people who value you for who you are and treat you with respect. If people aren't treating you with respect then make sure they're not in your circle of influence or highlight it. I don't think it's a gender issue."
With Zandra's permission we have published her full answers in her Entrepreneur of the Year entry on the next page.
CRN Entrepreneur of the Year on how her success was born out of lack of flexible working options
Zandra Moore says she became an entrepreneur only because she couldn't find a sales director position that would allow her to work flexibly as a young mother
Give an example of how you've excelled as an entrepreneur
Apparently, I am a rare breed, although I am trying hard to make sure that changes. As a woman in tech, a female founder and CEO, and a football coach I am usually in the gender minority. Supporting gender diversity is unsurprisingly something I am deeply passionate about.
My company, PanIntelligence, an analytics software developer in Leeds, has a team of 30 people (we still need more female techies!), and our software enables people to easily access data so they quickly understand what is happening and more importantly, why. I am also the founder of LeanIn Leeds, a women's leadership network with over 370 members, run entirely by a team of volunteers. We offer free monthly workshops and events which help our members to tap into their potential and build peer support networks.
At the weekend I am a football coach for a girls football team. Having never played a game myself I was convinced by my daughter to set up a girls team at our local club, as she was sick of playing with just boys. I have now qualified as an FA coach and we have two girls teams, U13s and U11s, in two leagues. Watching the girls grow in confidence, build new friendships and develop all the life skills that come with playing team sports is one of the most rewarding things I do. We need to build the confidence and skills of our future talent and return to work talent, not just the women in the current employment system.
Tell us about your current role and what motivates you. What has been the driving force behind your career strategy?
My mum is my hero. She has no O levels, and is the eldest of seven kids from a working-class family. She was a working mum in the early days of IT and is a great role model, likeable, honest, has high integrity and is led by her values. Most people fall into sales, but it was different for me; I wanted to be my mum. This has been a huge factor in my success. Hence why supporting other women to succeed is a passion for me.
After being employed in sales for 10 years, I had two kids and was faced with a tough decision: work part-time in a lesser role or become self-employed, so I decided to start out on my own. It was the easiest way to continue to earn and keep my hand in the industry while creating the flexibility I needed when the kids were small. Two weeks later, the Northern Rock crash happened. Not the best timing! So I got networking and established networks such as the IoD Young Directors Forum and Calverley Business Network. Networking has helped me grow my confidence after having a break from children, building a peer support network.
Eight years ago PanIntelligence became a client through networking, four years later I was part of the management team that bought PanIntelligence from Pancredit, last year I became CEO and we have grown the team from four to 30 people.
Which one achievement or task in your career are you most proud of?
At every phase of my career I have been involved in various networking organisations and surrounded myself with a peer group that has been the supportive sounding board I have needed when making difficult decisions. In my late 20s I set up the Institute of Directors (IoD) Young Directors Forum in Yorkshire when I wanted a peer group who were also setting up businesses. Many of the people I met are now suppliers and partners of my business. When I started my business and worked from home, I set up the Calverley Business Network to help relieve the isolation of setting up on my own and to start doing more business on my doorstep.
Since starting LeanIn Leeds two years ago I have made friends with female leaders from a wide range of industries, and they inspire and encourage me. We now have over 370 members and we run monthly free network events with inspiring female speakers sharing their stories. It is such a privilege to be part of a network full of so many amazing women and role models for others. The LeanIn Leeds ladies surprised me by nominating me for CEO of the Year at the English Womens Awards North which I was delighted to be awarded earlier this year.
What is the biggest lesson you have learned in your career?
The biggest challenge is juggling lots of priorities: family, my business, voluntary roles, speaking etc. Being this busy means I don't have the capacity to worry what's ahead and even what's behind me. In some ways it forces me to live in the moment. Which is a good thing. My team call it winging it!
I've learned not to be afraid of the enormity of things, taking every day and every activity as it comes. Focusing on what's in front of me now and breaking things down into small, actionable activities - I believe you can learn and achieve anything that way.
Seeing things from all perspectives. Making sure I actively listen to what people have to say before I form or share an opinion is something I still have to be mindful to do. Sitting on my hands helps!
What is your top tip for women looking to start a career in IT?
Network, network, network. Networking has helped me to surround myself with a peer group who have been the supportive sounding board I have needed when making decisions. Networking is where I have learned the most about myself and, most importantly, where I have developed relationships which I can trust and rely on both personally and professionally.
Networks work because people network with people they get along with, people they like, people they trust, people like themselves. Many networkers are positive, proactive people who make you feel that everything is possible. They fill you up and don't drain you. When you are positive, everything seems possible; positivity attracts positivity. People will be attracted to you and want to work with you.
What is the one thing you would do to encourage more women into the IT sector?
More visible role models and technical training courses such as Java4Women where women can learn with women in a supportive and safe environment. Removing the fear barriers for starting a career in the tech sector by marketing technical training to women, for women. Java4Women has been successful because they targeted women returning to work, women who were unemployed. They felt it was a safe place to learn, they were with a peer group like them. They all graduated and are now employed as developers. We are looking to bring the programme to Leeds, and I am working with a team of women in technology here to do that.