Interview with Katherine Cohen, CEO & Founder of IvyWise and ApplyWise

BrownHen interviewed Katherine Cohen, ‘Brown ‘89 – CEO & Founder of IvyWise and ApplyWise, New York, NY.

1. Katherine, how did you get into writing books? Was that part of your plan from the beginning?

No, it was not. I entered the profession of college admissions and I wanted to organize my thoughts for myself and high school students. So I created a manual, which ended up as my first book, The Truth About Getting In.

2. Did you have to raise funds to start IvyWise? If so, please describe your strategy?

No, I started out in my apartment, with $5K saved. My business had the barebone basics. I am still the sole owner of IvyWise. In late 2007, Liz Hamburg (Brown ’86) and I launched a sister company, ApplyWise.com, an online college counseling and management tool, which is affordable and accessible to more families globally. We did bring outside investors into ApplyWise

3. What percentage of your time can you now spend advising individual high school students?  Would you like to spend more?

In the last year and a half, due to family priorities, I have only spent half of my time on advising individuals. I have hired other counselors to work with the growing market of students coming to IvyWise and have been spending more of my time with the launch of ApplyWise.

4. Please compare working with high school juniors and seniors to working with college sophomores.  How do you adjust your advising strategies?

When I was working with college sophomores at Yale, I was counseling students on course selection, personal and academic problems, and wrote recommendations for students seeking summer employment or social service experiences. 

IvyWise now works with students of all ages and stages.  However our core business is counseling high school students and students as young as eighth graders for the college admissions process. We help them make an impact in their classrooms, campus and community.  We help them focus on the soft factors: we help them develop mature responses to setbacks, work better with their teachers, and find joy in what they are learning in school.  If students are making the most of their high school experience, this makes them become better college applicants. We help them tap into their potential and empower them with skills to contribute to their school / community.

5. You have contributed strongly to the Entrepreneurship Program at Brown. What do you think can be done further to support Brown undergraduate entrepreneurs?

Brown EP is doing a great job; it is nice to see its growth. The Board members are exploring more ways to get involved and to get more mentorship.

6. What is your vision of the future of IvyWise? How can it be structured to reflect your ideals as it grows?

Our mission focuses on empowering students to achieve their academic and personal goals; we are adhering to this everyday.

We envision growing it slowly and steadily to maintain quality control. We do not want to dilute our services. I have hired and trained only a handful of new counselors, all who have great experience in admissions. Our approach reflects my vision, which is that while each student works one on one with an individual counselor (and each counselor is limited to 20 students); behind the scenes IvyWise counselors work together collaboratively as a team.  This way, each student gets the entire team’s expertise and feedback and several sets of eyes on each essay and application. We interact like a real admissions committee, which sets us apart from most independent counseling services.  I am very excited about the growth opportunities for ApplyWise, which can reach a broader group of families around the world.

7. What are the top qualities you would ascribe to an entrepreneur?

• Know what you know and what you don’t know.
• Do not do it all; delegate.
• Be a great leader.
• Be a great listener.
• Recognize that you are not always right; listen to clients/customers and colleagues.
• Be flexible; business changes and grows according to customer needs.
• Be a multi-tasker who can wear different hats.

8. Would you speak about fear as a motivation or hindrance toward accomplishment? How has that played a factor in your path, if any?

Fear is a underlining motivator: not being successful, not making enough money, not leaving a legacy behind. Fear may play a part in many of the things that I do, but it is certainly not the driving factor.

I also don’t think fear is necessarily all bad, but I try not to let fear overcome me. If there is one bad article written about my company, if I lost a big sale, it’s time for me to step back and look at the big picture, regroup, and find the best path forward.

10. What is the latest insight / book(s) (about life, work, play) that you picked up and would like to share with BrownHEN?

I believe you need to have passion for what you are doing; you must absolutely LOVE what you do everyday. I am lucky because I love my work.  I had a baby about a year ago and it has been a challenge finding the balance between work and family.  It is easy for entrepreneurs to be workaholics. Work should not be about money because in one hundred years, no one is going to know about your business or care how much you had made; this gives me perspective. I have been practicing yoga since high school; it is a constant in my life and it teaches me to focus on the present. I make time for myself, and time for reflection (in fact, that is where my greatest business ideas come from!), which is crucial to my wellbeing and growth.

11. Who are the top three individuals / sources that have influenced your development?

One is my uncle, a corporate lawyer and my life mentor. He helped me set up my business, go through work-related trials and tribulations, taught me the art of negotiation and has helped me see many business situations from different perspectives. 

Second is my husband, who is my best friend and perfect mate. He is very grounded; he is a calming force who thinks before he acts. He helps me in my relationship with work, reminds me what is important in life, and brings me a lot of joy.

Third is my daughter, who teaches me that I can’t control things all the time.  She showed me the infinite capacity for love.  Now a new motivation for my work is to provide her with a good life.

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