In The Media

By Tara Teichgraeber
Patricia "Trish" Bear says she never thought of herself as an entrepreneur, but as her first Internet business takes off, she's "having the most fun." The 32-year-old started I-ology, an Internet strategy firm, after she became frustrated with the lack of customer service in Corporate America, she says. "The consistent thing I saw was (client) companies getting signed up for the wrong services based on their business model, "says Bear, who had worked in sales at a large Internet service provider after earning her bachelor's. "After an IPO, companies focus on how they look on paper and not the service they're providing." With just a laptop and enough money to cover rent, she made a quick decision to launch her own consulting business in 1998. "It took me probably two weeks to decide," she says. "If I had thought about it much longer I probably wouldn't have done it." But now Bear, someone who always has struggled for extra spending money, is poised for double-digit growth. I-ology has grown from $30,000 in revenue since its inception to $700,000 last year completely from client referrals and word-of-mouth advertising, she says. Her intent to focus on customer service is one reason Bear has avoided the path toward outside investors. And down the road, her goal is not an initial public offering but to "have a portfolio of high-end clients -- quality not quantity."

'I think it's truly about giving people good service and always keeping their best interest in mind. Life sort of works like that.'

Patricia 'Trish' Bear can credit frustration for her success. Frustrated at the lack of service in Corporate America, she started her own company, I-ology.
She's not alone these days in taking that approach, but she is more unique when it comes to her personal life. Bear says she's "pretty sure" she doesn't want children. At a time when births around the country are on the upswing and professional women are finding ways to balance both home and career, Bear still says "no thanks" on kids. "My family is Italian Catholic and for them, well, it's been really interesting educating my mom," she says laughing. "My uncle will look at me and say, 'Now Trish, you're a pretty girl. Why can't you get a man to marry you?' "It's not the "can't" but the "not yet," Bear says.Those who know her agree she is very focused on what she wants and where she's headed. "She's very motivated, very goal-oriented," says I-ology operations manager Timmie Kiholm. "She's also very down-to-earth and not what I consider your typical corporate president. She thinks of everybody -- what's the best for her employees, not just the company." Bear is no-nonsense, no frills and carries no pretenses. Despite her apperance of calm, control and confidence, she says people often are surprised to learn how scared she sometimes feels. It's running after work that keeps her stress in check.Yes, she worked seven days a week for two years straight but Bear has reached a point where the business is stable and a vacation in Barbados is in order. "This last year has just been a really rewarding experience," she says. "Now I'm growing a great team of employees who work together and are enrolled in the vision of the company. "I think it's truly about giving people good service and always keeping their best interest in mind. Life sort of works like that."

Title: Founder and chief executive Company: I-ology Address: 6929 N. Hayden Road, Ste. C4-266, Scottsdale Phone: 602-992-3161 E-mail: trish@I-ology.com Age: 32 Residence: Phoenix Spouse: Single Education: BA in business management from Arizona State University Hobbies: Running, hiking, biking, travel Affiliations: AZSoft.Net, National Association of Women Business Owners, TEC, volunteer at Andre House

Guiding principle: "Do what you love and love what you do." Most treasured possession: "The love I give and receive from my boyfriend, family and friends." Greatest achievement so far: "Learning to trust my gut, my intuition, more. I'm still working on it." Words that best describe you: "Very driven, very hard on myself and very goal-oriented. Everytime I reach or even get close to a goal, I set a new one. In that, I guess, I'm an entrepreneur." Most embarrassing moment: "Broke my elbow in dance class." Most courageous moment: "It has to be starting my own business." Greatest fear: "Not being able to accomplish everything I want to in a lifetime -- running out of time." Favorite way to unwind: "Running after work. That, and candlelight dinners with my boyfriend because he's a great cook." Most people would be surprised to know: "I can be intimidated or caught off guard. People see me as very confident and most don't know how scared I can get or that I do sometimes lack confidence." Inventions you'd like to see in your lifetime: "It has to be something to do with not having to drive. And a truth odometer so you know when people are telling you the truth."