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Thursday, December 05, 2002

By Donald I. Hammonds, Post-Gazette Staff Writer

Lisa Kustra knows a thing or two about "turnarounds" and "starting over."

It's a good thing, too, because the new executive director of the Pittsburgh chapter of Women In Technology Inc. is hoping to breathe new life into an organization that's been languishing so much that it's struggled to draw members to meetings.

	Lisa Kustra, the newly named director of the local Women in Technology chapter. (Pam Panchak, Post-Gazette)

"It's fair to say that the organization lost its momentum in the region and had a tough time attracting members," said Kustra, who plans to hold her first meeting Jan. 15 at the Renaissance Pittsburgh Hotel, Downtown.

"'Rejuvenating' is definitely the word to use here. Our first meeting will involve resetting the charter for the region, introducing a vision and getting feedback. I'm approaching it as a start-up. You have to when you lose momentum."

M. Christina Gabriel, vice provost and chief technology officer at Carnegie Mellon University, welcomes the sense of urgency Kustra is bringing to an organization she said was sorely needed in the region.

In the late 1970s, after she received her undergraduate degree from the University of Pittsburgh, there were 40 to 50 women in the Society of Women Engineers, Gabriel recalled. "I can remember meeting women in their 40s in engineering who were bitter about their career and about discrimination. We assumed by the time we were their age these problems would be solved," with women well represented among the ranks of engineers, CEOs and other technical careers.

Instead, the number of women engineers has leveled off after growing for a while, and the ranks of women CEOs have barely budged. "Lots of people have wondered why. I think it was because people stopped working on the problem ... and it's even worse with people of color."

That's why organizations such as Women in Technology are necessary, Gabriel said. "If you are trying to fit in, and you don't look like you do, you need extra encouragement. You need to have opportunities for people to see what's out there."

Kustra, who was appointed by the national organization after it reviewed several applicants, currently is chief executive officer of Plan4Demand Solutions, a Green Tree-based consulting service. She began in business by driving a forklift as a storeroom clerk at Westinghouse Electric, then went back to school at age 24 by enrolling at the Community College of Allegheny County. Ultimately, she graduated cum laude from Pitt with bachelor's degrees in business management and psychology.

"I think one of the first obstacles I faced was not really understanding what I was capable of, and that's true of most young women unless they have a role model or mentor -- someone of whom they can say, 'They came from where I did, and if they can do it, I can, too,' " Kustra said.

She worked at an accounting job she "absolutely hated," which posed another obstacle: the traditional discrimination that women have faced in the career world. "Every time I moved from one job to the next, it was because of frustration. My bosses or companies did not really value or understand my potential."

Backed with $3.5 million in venture capital funding, Kustra started Plan4Demand with 10 employees working out of her home.Today, in its third full year of operation, the company has 55 employees and is on a pace to post almost 40 percent revenue growth this year over last.

Kustra is now busy assembling an advisory board for the local Women in Technology chapter. She said there were "brilliant women out there who are working who may have a business idea, may be looking for work or may be looking for employees. Now is the time to create that network for them."

Kustra said the issues that women in technology here faced were similar to what they face elsewhere. "I think that women in Pittsburgh are dealing with issues most women deal with. It's not just about the technology -- technology now is the great equalizer. I think what is challenging is managing the career, your family and personal life at the same time.

"I'd also like to see women here strive to be more politically powerful. If you did a quick survey of CEOs and [chief information officers] here [compared with] other cities, you'd probably find a smaller percentage of women than men."

But, she said, "In order for women to advance themselves politically, in business and in their careers, they have to have a network of people to work with or an organization that functions in such a way that it drives change, one person at a time."

For starters, Kustra said, she would like to see Women in Technology "educate women on what it takes to get money, run a business and get a business plan."

For another, she wants to do what she can to attack some of the stereotypes that discourage young women and girls from pursuing technology careers. In Dallas, she noted, the organization holds "a mother-daughter event in which women who are in technology bring in their daughters and they have dinner and network, do seminars, conduct break-out sessions and do team building."

There's also a role for Pittsburgh corporations and foundations to play in rejuvenating the local chapter, Kustra said. "I'd love to see a major bank become an active sponsor, for instance, along with technology companies like Bayer and other local firms like Heinz and U.S. Steel.

"I'm busy now formulating my pitch to them," she added. "I'd like to see the venture capital community step up as well. It's important for their longevity to start inspiring people as early as possible. "