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Last Update: Tuesday June 15, 2021

Key Idea: Be Mission-Driven

Donna said her mission is, "To bring awareness about natural skin-care products to people through education and through the joy of using them."     More...

Key Question:


For Donna Baase and her people, it certainly does. She says that her whole life is summed up in a two-ounce bottle of Cowgirl Cream. Nowhere in her mission statement is a comment about making money. For Donna and so many others, that is too small; and for some, just too easy. We could recommend to any small business that they write their mission statement and then add to it, "and create prosperity for all employees."

Think about it

Do you have a mission statement?  Is it published?  Does it truly guide your thinking and the thinking of everyone on your payroll?  Should your mission statement be shorter? More to the point? More beliefs oriented than action- oriented?

Clip from: Cowgirl Enterprises: Just Do it! Take charge!

Boulder, Colorado: In this episode of the show we visit with all American cowgirls. They actually ride horses and Harleys. They know how to sweat, roll up their sleeves and get the work done. There are no prima donnas here. They stand in sharp contrast to so many woman in the world. And because they embody the American spirit for freedom and adventure, we encourage the vision, "Take it global, Donna!" Encourage all woman who are held back or in the dark.

So many of our viewers ask, "How do you get a business started?" Here is a good story to study.

Donna Baase had a vision about skincare products that come from botanicals -- herbs, flowers, roots, etc. In the dry air of Colorado, especially in this mile high city, she knows women need and want skin moisturizers that really work.

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Cowgirl Skincare

Donna Baase, Founder

833 W. South Boulder Road
Building A Tel: 303-440-7549
Louisville, CO 80027

Visit our web site:

Toll Free: 888-440-7549

Business Classification:
Personal Products

Year Founded: 1987

Be Mission-Driven

HATTIE: (In the Studio) Hi. I'm Hattie Bryant. This series is about how to start, run and grow a business. Every week, we take you inside a growing business and you have the opportunity to meet a person who is happy to tell you about their successes and failures.

Out of more all the businesses we've studied here, Cowgirl Enterprises is one of the youngest and smallest.

Donna Baase, the founder, has fresh memories of her start-up, and she'll tell you how her virtual corporation is living with growing pains. Step into our Master Class.

We're going to the Rocky Mountains. Boulder, Colorado.

It's Saturday morning, but the staff of Cowgirl Enterprises is at work.

DONNA BAASE: We want to bring this in at a wholesale price of about $8.

HATTIE: Founder Donna Baase meets with her employees to discuss a new promotion.

DONNA: We want to sell our big sizes. Now we're ready to do a trail kit. And if you notice, it's just the I-A reversed. Not a trial kit, a trail kit, 'cause it's more than just trying; it's really an opportunity to take it on your next ride or wherever you're going and use it.

HATTIE:`Cowgirl'--what does cowgirl mean?

DONNA: It's about the archetype of a cowgirl. And to me, it has to do with independence, resourcefulness, staying in the saddle, taking the reins, all the things -- making use of the natural resources around us.

I meet cowgirls of all walks of life.

And I thought a cowgirl was somebody in boots on a horse, and I found out I'm a cowgirl. I know you're a cowgirl.

It's about really driving your own life.

KATHY CAPINARA: I'm the head rustler.

HATTIE: Kathy Capinara handles the finances. So you get the numbers together?


HATTIE: You make sure the money's coming in?

TREE BERNSTEIN: So what I'm thinking is maybe using the broadside idea, you know, the old wanted posters, those kind of borders and that.

HATTIE: Trie Bernstein creates the cowgirl look by designing the packaging and marketing materials.

DONNA: I'm thinking stick with the blue.

TREE: Yeah, we could do navy, like, a paler shade of this craft color with the bright blue on it.

TREE: We have this little joke that she dreams what she needs and she channels it to me and I come back with it, because we've got a really good groove with that.

DONNA: What do you--what kind of feedback are you getting?

JENNIFER BILLER: Good. Everyone...

HATTIE: Jennifer Biller calls on customers.

JENNIFER: A lot of people are wanting this now. They want pure products and they want the natural ingredients. Donna doesn't use any fillers or synthetic chemicals. It's all natural and very concentrated.

HATTIE: So what do you do in the enterprise?

PAULA GARDNER: Well, I work as a wrangler.

HATTIE: Donna's sister, Paula Gardner, does customer service.

PAULA: Donna has great ideas and she believes in herself. We all believe in her. We believe in the product. And we've seen the success because she's motivated, she has tenacity, she just keeps on going.

HATTIE: The mission?

DONNA: The mission of the business? . . . that's inspired by the cowgirl.

And the mission is truly to bring awareness about natural skin-care products to people through education and through the joy of using them, let people understand what plants really can do for their bodies.

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