THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Sunday, June 4, 1995 TAG: 9506030277
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY MIKE KNEPLER, STAFF WRITER
LENGTH: Long : 207 lines
The words they sang fit Mable Wilson's mood as she led the procession of her classmates into the community room.
``Victory is mine. Victory is mine. Victory today is mine.''
After a few speeches, it was Wilson's turn to talk about the small business - a tax service - she would operate from her apartment. She began in the same manner of each of her classmates, all public-housing residents in Norfolk.
``Good evening,'' she said. ``I am an entrepreneur.''
Being able to make that proclamation has been a long time coming for Wilson, 50, who graduated from Booker T. Washington High School in 1963.
She is among a small but growing number of public-housing residents starting small businesses with the help of local housing authorities.
In Norfolk, entrepreneurs are trained through a 12-week course, ``Women Working Together,'' sponsored by the Norfolk Redevelopment and Housing Authority. A similar program in Portsmouth also aspires to help public-housing residents achieve financial self-sufficiency.
Since 1993, the graduates - 14 women and two men - have opened or are planning an array of companies. They include a snack shop, restaurant, roller-skating rink, janitorial services, day-care, cabinet-making and custom-made clothing.
Those who complete the course are eligible for start-up loans from the housing authority at a 1 percent financing rate.
Through a separate program in Portsmouth, a group of women started PRIDE Cleaning Services Inc. They were trained in an empowerment project sponsored by the Portsmouth Redevelopment and Housing Authority and Hoy Construction Inc., which is renovating Swanson Homes.
Business has been so good for the co-owners that four of the five have moved from public housing.
That's a goal in Norfolk, too, although that wasn't why the Women Working Together program began.
A few years ago, tenant leaders in Diggs Town tried to get residents jobs and other roles in the $17-million renovation of their neighborhood. The goal was only partly fulfilled, which got civic leaders and housing officials thinking about other ways to help people on public assistance help themselves.
``In other parts of the country, micro-enterprises have become inspirational to people in terms of opportunities for them to work, pursue their dreams, employ their friends and neighbors. . . We saw that as another source of employment,'' said Ernie Wilson, economic development program manager for the housing authority. SOLVE PROBLEMS, BOOST MORALE
The Norfolk agency contracted Pat MacMaster to organize a training program. She is a veteran entrepreneur who has sold cosmetics, children's clothing and home decorations.
MacMaster, 54, said she derived many of her business ideas from helping immigrant families resettle. She has developed similar business-training programs in other cities, most recently San Antonio, Texas, before moving to Norfolk in 1993.
In MacMaster's course, students learn many fundamentals of starting and running small companies, including applying for licenses, ordering and pricing, doing basic bookkeeping, filing tax forms and devising business plans.
The class also served as a support group through which students worked with each other to clarify ideas, solve problems and boost one another's morale.
MacMaster said students built on their existing skills and ideas. ``I wanted them to look at their lives from another viewpoint, from strength, to reframe their experiences,'' she said.
Here are stories of several budding entrepreneurs striving to realize their goals: I CAN, I WILL
For Mable Wilson, MacMaster's course meant reviving her high school skills in math and business. ``I always found it exciting. I just liked those courses,'' she said.
Wilson said she took some business courses in college but left to start her family. She raised four children alone after getting divorced.
Over the years, Wilson said she sought jobs that involved math, typing or other office skills, but ``it just didn't connect for me.''
``I was also good with my hands and I always got those jobs,'' such as making mattresses, sewing, working as a nurse's aide and a cashier, she said.
She had other battles: five operations for a kidney disease, and growing older and less sure of herself.
``People were always telling me I couldn't do it. And I was always doubting myself,'' Wilson recalled. ``I put myself down. I told myself I was too old ever to go into business for myself, that sort of thing.''
Wilson's persistence led her to the Women Working Together course. ``Every time I finished something, something else would come up in my favor, and I just went for it,'' she said.
A few weeks ago, she marked a milestone, becoming a notary public. Her next step, Wilson said, is to enroll in a training class offered by a national tax-preparation company.
``It's step by step,'' Wilson said. NOW SHE'S COOKING
Vivian English, 49, found it inspiring to think of her cooking and math skills in business terms. This summer, she hopes to open a restaurant, Aunt Clara's Country Kitchen, named for her late mother. It will specialize in rib-sticking meals for working people.
``I learned to have respect for myself, and I learned to have respect for others like me,'' said English, who lived most of her life in Bowling Green public-housing apartments until moving to the Fairmount Park neighborhood last October.
English graduated from Norfolk State University in 1988 with an accounting degree, but did not pursue that profession.
``I loved doing taxes, but I really didn't like doing accounting,'' she said. ``So I didn't push myself. But I really love cooking.'' SUCCESS BREEDS SUCCESS
The training program puts a strong emphasis on success. Courses are team-taught by graduates of the first class in 1993 who operate businesses.
Daisy Riddick, 53, of Calvert Square appreciated learning from other public-housing entrepreneurs. She became excited about how her sewing skills could be converted into a home-based business.
Riddick plans to open ``Daisy's Dee-Signs.'' She'll specialize in custom-made clothing but also produce some furnishings such as curtains, drapery and chair covers.
Being in the Women Working Together course also gave her ideas about networking with classmates, such as possibly creating the tablecloths and curtains for English's restaurant. ON A ROLL
Andrea Staton is planning a business she believes will help solve many community problems. Her ``Plaza Skating Rink'' will provide not only jobs but also wholesome recreation for youngsters.
``I took this course because I wanted to do something for the kids in the downtown projects,'' Staton said.
She still faces many hurdles, including finding a building for roller-skating. But she recently made contact with a retired owner of a skating rink who is advising her, and she may take on partners.
``It probably will take a year for me to put this together, to get the money and to find property and to get started,'' Staton said. ``But I'm not going to give up, all right. Our kids need a safe, clean place to get together and have fun. Our kids need a place where they can learn some skills about operating businesses.'' I HAVE A DREAM
Operating day-care businesses are the goals of Deborah Ross, Marcia Parham and Angela Williams.
``It's like something I've always done. I've baby-sitted since I was 12 years old. A lifetime experience, really,'' said Ross, 35.
But doing it as a business, she said, has given her ideas for the future, such as expanding beyond her own apartment and employing neighbors in Tidewater Gardens.
``I've been dreaming about owning a business since I was 18, and I always wanted to help my community,'' Ross said. ``This basically opened up my dreams again.''
Ross also sees day-care as a way to pass business skills to her daughters, Shemeka, 15, and Shavada,14, who will help her. ALL IN THE FAMILY
Robin Massey, who is starting the AA & A Janitorial Service, also is thinking about the future of her children. The name of her business is an acronym for her sons, Anthony, 11, Andre, 8, and Aaron, 5 - to whom she hopes to pass the business someday.
Cleaning Unlimited will be another family business, operated by a brother-sister combination, Scott and Denise Coleman, also of Tidewater Gardens.
Operating as a partnership also takes some learning.
``It's not easy having five women running a business,'' said Tammie Smith, president of PRIDE. ``We've had to learn to get along and make decisions together. All five have to approve everything we do.''
Smith's partners are Gwendolyn Jones, Joyce Jones, Mary Andrews and Marilyn Riddick.
``We had never done construction cleaning or run our own business,'' Smith said. ``We're now basically running everything, handling the books and going after contracts.''
The women also had to start marketing themselves. They went door-to-door to construction companies, sent out fliers and even did some telemarketing to sell their services.
``We got very excited when we got the first outside contract,'' Smith said. ``We haven't had time to celebrate because we've been working so hard.''
Along with its contract to clean apartments and community centers for the housing authority, Smith said, her company has gotten three independent contracts: for a church, a college dormitory and a design company.
``We all have to put in a lot of time and effort. We're all single parents raising kids,'' Smith said. ``We're working nights and weekends with the new contracts. It's hard when have to work days and nights and have to raise children.''
But Smith said she has no interest in returning to her old life.
``Having your own business makes you feel more confident,'' Smith said. ``I feel like things are progressing.'' MEMO: Staff writer Toni Whitt contributed to this story. ILLUSTRATION: Color photos
RICHARD L. DUNSTON/Staff
Daisy Riddick shows her custom-made clothing to classmates at the
Women Working Together program. She plans to open a sewing business
called ``Daisy's Dee-Signs.''
Mable Wilson, right, celebrates with Margaret Cherry, her longtime
friend, at a graduation ceremony for the Women Working Together
program in Norfolk.
Two years ago, Joyce Lundy was part of the first graduating class of
Women Working Together. Today, as the owner of Joyce's Snack Shop,
she's helping teach the course.
by CNB