By
DENISE DeJESUS
It begins with an idea and a desire to be independent.
For Queens entrepreneurs, survival will then count on finding their
consumers and finding the funds to cover opening and operating costs like commercial rent,
utilities, materials, design and salaries.
For Queens women and minorities, survival will also count on their
ability to trench through the stereotypes.
Last month, the Queens County Overall Economic
Development Corporation (QCOEDC) hosted a conference called "Queens Women: Minding
Their Business." The annual forum is designed to unite local entrepreneurs with
stable support, resource and information systems for themselves.
The Queens Women Business E-commerce panel included
(from
left to right) Julianne Wanner, director
of Internet Business Development Management Verizon, Cecilia Pagkalinawan, chief executive
officer boutique Y3K, Solan Liang, QCOEDC, Enid J. H. Karpen, president URL
Jam Media and Syl Tang,
president Hipguide.com.
Photo by Tony Gretaro
|
Though geared to women, the
conference also strived to re-enforce the simple basics. Knowing where to ask for money
and how to manage it increases the percentage for success.
"I didn’t know anything about
financing and business plans," said Debra Singleton, a Verizon administrative
manager and owner of
Debbie’s Reins and Things.
A little over a year ago, Singleton had an
idea to sell horse gear. With limited knowledge of the business world, she took her idea
to the U.S. Small Business Administration (SBA).
The knowledge she gained from the SBA led
Singleton to the Service Corps of Retired People (SCRP) and on to the Regional Economic
Development Assistance Corp (REDAC) where she was able to secure funds.
"My starting funds came from my 401 K.
I [figured] if I’m not willing to invest in myself, how can I expect anyone else
to," Singleton told the PRESS. In time, her funds ran out but "the help that
[REDAC] gave me, helped me to finish things off."
Located at Cedar Lane Stables in southern
Queens, Debbie’s Reins and Things is a full service horse supply shop carrying
blankets, bits, health products, dusters, Wrangler jeans and shirts, pens, broaches and
bandannas.
"The guys [who come into the store]
are worse than the women at Pathmark," said Singleton, who laughed and said she has
no complaints. "They spend a good half hour just looking and touching."
"I went through a lot," Kathy Kwong told the
PRESS as she reflected on the prejudices she has experienced as a female minority business
owner. "[They ask] oh you Chinese? You live in Chinatown? Do you operate a laundromat
mat? A sewing matching? I say, ‘Yeah, I’m all of that.’ But not how they
think."
Debra Singleton owns her own business called
Debbie’s Rein and Things at Cedar Lane Stables in south Queens.
Photo by Ron Savage |
Kwong, owner of Euro-American Uniforms, related her experiences
in business as a panelist for the opening Point of View section in last month’s
conference.
Ten years ago, Kwong merged her knowledge
and personality traits to cover the design, production and business ends of her
manufacturing company. In her line (dealing with garments, accessories and unisex items)
competition was alive and male dominated.
"You have to learn the ins and outs of
[business] to cope with everything," said Kwong who later added that she utilized her
knowledge to serve and give the best to her customers - a philosophy which satisfied and
expanded her business. "You learn what to expect and what to ask."
Knowing and understanding the proper
pathways were factors that led to early opportunities, including a winning bid against
major manufacturers to change the meter reader uniforms of Con Edison workers.
Today utilities like Con Ed, KeySpan and
the Port Authority are among her clients. Euro-American Uniforms products are well-known
and respected products visible on customer service representatives in both JFK and
LaGuardia airports and on stock exchange security guards.
Kwong, like other women in business, notes
that her success was not gained by chance or good luck. There is a struggle involved, a
labor of growth challenged by diversity in every aspect.
In a business dominated by male owners,
there are a "bundle of wars you’re against," said Kwong who advises other
women to forge on.
Distinguished in her field, Kwong has
learned the benefits of reciprocation.
"My company, the base of what
we’re doing, is to learn to give back," she said. Through internships,
workshops, in-house training, welfare to work programs, sub contractors and the hiring of
diligent immigrant workers who have difficulties finding employment, Euro-American
Uniforms rakes in success. "When you help or give, you don’t even have to ask,
it just [returns] to you."
The annual forum got its start when graduating members
of the QCOEDC’s 1998 entrepreneur training program, mostly women, celebrated their
achievement. In a meeting of minds that followed, staff members of the QCOEDC took notice
of the growing number of female business proprietors in Queens. Ensuing research proved
that in a county with over two million people who speak over 125 languages and dialects,
ninety percent of the businesses are small businesses, forty percent owned by women.
"The issues we talked about were strategies, alliances,
partnerships and joint ventures to [help] build and expand business," said Joyce Moy,
director of the Center for Work Force Strategies at La Guardia Community College and
professor of business law and tax law at CUNY school of law. For her, the conference was
an opportunity for experienced women in business to put on the mother hat by saying to
other women, "If I don’t tell you, who will."
In Queens, women are opening businesses at twice the rate of men, an
eye-opening fact considering the difficulties both women and minorities are faced with
when opening a business. Stumbling blocks including possible cultural differences,
language barriers, no or failing credit histories, short start-up funds and negative
perceptions of women and minorities in business are all walls these seminars are meant to
crumble.
In Moy’s experience, keeping an eye on expenses and balancing the
needs of employees and owners are key in creating and sustaining wealth.
Increasing gross revenue is a goal best achieved by forming alliances.
A small business, without name recognition and means to expand the marketplace, could
benefit from the experience of a more established business.
In securing the bottom line, expenses and profits should be monitored.
If expenditures continuously exceed profit, the business may fail. Maximizing the benefits
of expenses, by hiring a capable work force will leave an owner open to tackle other
aspects of the business.
On tax issues, "a mistake I often find... is people spending money
because it’s tax deductible," said Moy. "If you must spend the money,
structure the transaction. Don’t spend a dollar in order to save 40 cents."
Advice From Those Who’ve
Done It |
As a Board member of Asian Women in Business, Kwong
welcomes opportunities for exchange and networking seminars like the Queens County Overall
Economic Development’s 2000 Conference. To keep in touch with the evolution of change
in businesses, she suggests following the economy, politics and community activity to find
out what section of the market place is being affected.
"I have this vision I just have to achieve."
During her talk with the women of the QCOEDC, Singleton told women in business to
"stay focused and don’t give up." Knowing the proper investment channels
will help you reach your dreams.
The addition of more
power plants