She Left Her VP Role to Build a 6-Figure Family Business with Renée Goings
Interested in starting a coaching business? Considering leaping into entrepreneurship? On this episode, I kick back with my oldest friend, Renée Goings, a former Vice President (VP) turned co-owner of Done Dissertation, to talk about what it's really like to go from corporate leadership to running a six-figure, family-owned business.
Together we unpack the real, raw side of becoming an entrepreneur: identity shifts, imposter syndrome, finding your lane as a co-founder, and what it means to build a business that reflects your values, voice, and vision. If you're thinking about leaving your 9-5, starting a family business, or simply redefining what success means, this conversation is a must-listen for anyone on their entrepreneurship journey.
The Corporate Foundation
Before we dive into her entrepreneurial journey, let's acknowledge what Renée was walking away from. She wasn't just quitting a VP job; she was leaving behind a role as VP managing health and welfare benefits for major clients, negotiating renewals with insurance companies, and overseeing complex programs. She had spent eight years climbing the corporate ladder from analyst to executive, building expertise and earning respect in a demanding industry.
But success in corporate America came with a price: burnout, overwhelming responsibilities, and the feeling that something fundamental was missing; a common catalyst for those considering leaving corporate job behind.
The Strategic Leap
Here's what sets Renée apart from many entrepreneurial stories: she didn't just follow her passion and quit. Instead, she spent six months creating what she calls her contingency plans A, B, C, and D. Her approach to this corporate to entrepreneur transition wasn't impulsive. It was methodical, strategic, and designed for long-term success.
The Numbers Had to Make Sense
For anyone considering becoming an entrepreneur, Renée's financial planning approach offers a masterclass in smart business transition. "I didn't want my way of life to change," Renée explains. This meant:
Working with a financial advisor to determine exactly what the business needed to generate
Analyzing her family’s budget and savings thoroughly
Creating multiple backup scenarios in case business didn't grow as expected
Setting a clear financial target that matched her corporate salary which is essential groundwork for anyone planning to build a six-figure business
The Risk-Averse Entrepreneur's Approach
For those who, like Renée, are naturally risk-averse but feel called to entrepreneurship, her approach offers a roadmap for a successful business transition:
Test the waters while employed
Plan extensively
Set non-negotiables
Have multiple backup plans
This methodical approach proves that your entrepreneurship journey doesn't have to involve dramatic risk-taking or financial instability.
Overcoming the "Assistant" Label: Challenges for Women in Business
One of the most challenging aspects of Renée’s transition wasn't financial, it was psychological. Moving from being recognized as a "top dog" in corporate to being perceived as "my husband's assistant" in the family business hit hard.
"If it were the flip side and I was a man and my husband was a woman, would they still be saying he's the assistant to his wife?" she reflects.
This experience highlights a common challenge for women in business, especially when starting a family business where their partner is the visible "face" of the company. Renée's solution was learning to politely but firmly correct misconceptions and carve out her own distinct role.
Finding Your Authentic Sales Voice
Perhaps the most valuable insight from Renée's journey is her approach to sales. This transformation from corporate VP to successful small business owner required developing entirely new skills.
Her secret? Be authentically you.
"My goal is not to sell you or get you to join our program," she explains. "My goal is to share with you the value that we could potentially offer you and get you to make a decision."
The Reality of Working with Your Spouse
Working with your spouse isn't all romantic montages and shared dreams. For those considering starting a family business, Renée and her husband Ramon have learned to navigate this unique dynamic through:
Physical separation
Clear role divisions
Intentional boundaries
Leveraging different strengths
Advice To Her Younger Self
When asked what advice she'd give her younger self, Renée's response was profound: "You're more than you think you are."
This journey from corporate VP to co-owner of Done Dissertation has been about more than changing careers. It's been about recognizing her own capabilities, owning her expertise, and stepping into her full potential as both a woman in business and a successful small business owner.
Her story proves that with careful planning, strategic thinking, and authentic execution, it's possible to build a six-figure business while maintaining the lifestyle and values that matter most to you.
About Done Dissertation
Done Dissertation is a consulting business that helps doctoral students finish their dissertations in record time. What started as Ramon helping classmates at Starbucks has evolved into a comprehensive coaching program, speaking engagements, book publications, and university partnerships. Their mission is creating balanced support for both students and faculty in the research ecosystem—a perfect example of how a thoughtful entrepreneurship journey can create meaningful impact while achieving financial success.
— Visit Done Dissertation
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