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How You Can Make Several Hundred Grand A Year Helping Cancer Survivors

I rushed back to work as soon as my treatment was over. Everyone is the same, but I am different. My colleagues get all worked up about the minutiae of marketing materials, and I think: “Wow, that used to be me.” I feel like I can make a bigger contribution, but I’m not sure how.

People often ask me to talk to their family members or friends who have cancer. One of the first questions people ask is: “What about my hair?” I worry about that too, and wonder if I’ve become shallow and vain. But if you are healthy, hair is just hair. If you are sick, it is one thing entirely. This is the moment you make a private struggle public.

I warn people about wig shopping by sharing my own experiences, which are horrible. The sellers were in a hurry, tried to push me, and didn’t want me to bring a friend for advice. I started my company so that others don’t have to go through that.

I immersed myself in the wig business. I met with wholesalers, retailers, and stylists in the wig district of Brooklyn and talked to women who wear wigs. I hired four part-time stylists, each of whom had a connection to someone with cancer. They bring wig samples to people’s homes and style them as per the client’s wishes. My prices — anywhere from $50 to $5,000 for a wig, depending on the hair — are comparable to wig shops because I have no overhead.

My three oncologists put my brochures in their offices on December 17, 2003. I got my first client on the 23rd. I helped 100 clients by the time my business went full-time in October, 2004. Now, I’m setting up deals with other women to expand to several states.

This is not the kind of business that people write down the name of when they need it. You don’t know about the company until you need it. I rely on word of mouth from doctors and service providers. I knew I had arrived this November, when my business made it onto Oxford Health Plan’s list of preferred providers.

Soon I started making calls far beyond my geographic area — girls in Pennsylvania, Massachusetts, and West Virginia — which led to a new service called Look Just Like You. Women send us pre-chemotherapy pictures with their hair styled to their liking, and we recreate that style and color in a wig.

Part of my philosophy is that any franchise should give back to the medical community. All of our business expenses are charged to credit cards that give 2% of the charge back to St. Jude’s Hospital for Cancer Research. I also hope that one day we can contribute to cancer research trials.

My business is all about service. I will not take on a franchisee who cannot treat clients with the same level of compassion and care that we provide them in our existing territories. That’s a lot of work on our end – interviewing prospective franchisees and their character references and work references a lot. We need to make sure they are excited about the impact they can have on others, not just about the business.

Frankly, far and away the biggest is increasing awareness, letting people know that this type of service even exists. I always say that a client doesn’t know about us until they have to. You don’t file Girl on the Go’s name so you can get it one day when you need it.

Many of our clients find us on the Internet and some find us on the American Cancer Web site — the New York City chapter lists us. When people find out about us, they say how lucky they are to know us. I wish I had the funds to do advertising that would reduce the paper luck of finding us.

Story by Sheryl Cohen

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