Entrepreneurs have long been the backbone of strong communities, neighborhoods and our economy.
They provide jobs, goods and services, and economic reinvestment into
sometimes overlooked areas. More importantly, they serve as examples of success that others can use as inspiration and a template for their professional paths.
For minorities, it is often an unspoken option for professional independence.
Yet, when we look around at the seemingly enhanced activity, interest and energy in Detroit – the new hotbed for startup and entrepreneurial ventures – the attention given to minorities in this space falls remarkably shy.
“I think, for the most part, black-owned businesses are not getting a piece of the pie,” Janet Jones, owner of Source Booksellers, told The Huffington Post in 2014. “What about people who have been doing the hard work of living and working and having business in Detroit for the last 20 years?”
As Detroit continues to morph into a strong, economically viable city with growing communities, small and minority businesses can be the long–awaited and much–needed lifeline for our neighborhoods.
Minority businesses like hers have long contributed to Detroit’s transformation and opened the doors for others to follow suit. Still, they have not received nearly the media coverage or support enjoyed by many other businesses
“Black and minority businesses – especially at the start – are a disadvantage on several levels and many reasons both historically and in the present,” says Dr. Ken Harris, president of the Black Chamber of Commerce. “The lack of earned media in comparison to whites is one more setback to what could be a significant impact as it relates to nearly 47,000 African American firms in the city of Detroit and the communities they serve.”
There are those who make it into the media or get a glimmer of the glaring spotlight, perhaps as a result of their personal networking circles or by having the right PR person. It would be great to see and hear a balanced promotion about all businesses, especially those that represent a segment of the community often omitted from many social and economic equations.
The few included may challenge this statement, but it is no secret minority businesses – especially small ones – have a higher mountain to climb. They sometimes come to the starting line less than professionally or economically prepared or qualified. They are more likely than others to be denied funding, even with a proven track record, and are more likely to receive the lower amounts of grant and seed funding than their white counterparts.
Here are some solutions to these challenges:
• Make sure your business is up for and prepared to handle an uptick in business before seeking public or media attention. Too often people are quick to want to be in the media before they have their “house” in order and are truly ready to deliver what’s need with increased interest in their products.
• Seek professional engagement for PR. If you are unable to afford more established firms or professionals, there are start-ups (imagine the connection) that could benefit from the business while working to promote yours.
• Hire someone who knows your business, yourtarget audience, and you. Too often when businesses can hire communications services, they hire those who have no idea or true connection to the business, service or audience. The text-book and cookie-cutter approach won’t work.
• Take advantage of social media. It is the biggest free marketing platform available. However, make sure you are keeping it professional, in-line with your personal and professional “brand” (don’t send mixed messages) and are targeting your desired audience. Attend a seminar that will help you get started in the right direction.
• Seek partnerships with other minority businesses through professional or networking organizations. Be willing to give back what you take in support and resources.
• Seek and support other minority businesses. Create a network that will be mutually beneficial and be willing to cross promote and share for the benefit of everyone.
• Do good business, consistently and without compromise. Learn and apply a high level of business acumen that will attract and retain a strong customer base. It takes time, but people talk (and tweet and post) as well as return when they feel they and their business are valued.
As Detroit continues to morph into a strong, economically viable city with growing communities, small and minority businesses can be the long-awaited and much-needed lifeline for its neighborhoods. They need support and sharing to ensure their place in that resurgence.
It seems the switch has finally been flipped on Detroit, and people who once feared and criticized the city are now running to it with open arms. That’s a good thing, as long as all businesses have equal opportunity andare not elbowed out in the process.
Editor’s Note: Karen Dumas is a frequent contributor to TheHUB and the host of The Pulse, a popular talk show which airs weekdays on Superstation 910AM from 4 p.m. to 7 p.m. Dumas served as the Chief of Communications and External Affairs Officer for Detroit Mayor Dave Bing and the City of Detroit.
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