David
£.
Buchholz
a
'ebbyDeter did notsetouttobe an entrepreneur.Itjust
happened
thatway.Debby
was
strugglingtomake
ends meet,working
several jobs in the food industry.One
ofthem
was
with herfriendMari,who
had started a catering business.
"When
she catered specialoccasions,shewantedtorentnice tablecloths, but thecompanies
doing that were very unreliable.So
I said, 'Well, shoot, I can dothat!'"Thus
beganServietteService.
Starting the business in her home,
Debby
foundseveral interested customers. But she did not have
thecashtobuy
new
tablecloths.Banks would
nothelpherbecause the loan
amounts
she needed were toosmall to "justify the paperwork." She also needed
help with marketing and accounting, but could not
afford to hire professionals. It
was
a struggle toget the business offthe ground.Threeyears later,
Debby was
still strugglingwhen
she got a call from Mari. "Mari said, 'Deb, I think
Tve
finally found theanswer
to our problems,'"Debby
recalls. She hadjustlearned aboutanew
pro-gram
that "promised help with the exact problemswe
had."Debby
and MarijoinedGood
Work,
apro-gram
whichofferedthem
accesstoloancapital,busi-nesstraining,technical assistance, andongoingpeer support. "There
was
this exchange of energy rightoffthebat.
None
ofushadmoney,
butwe
could share thesame
concerns.We
startedlearningandkeptlearn-ingall thetime."
Debby's
business hasgrown
exponentially, andshe has openeda second business selling
handmade
birdhouses. Shehas refinanced herhome
andreducedDavid
E.B
licitliolzistheExecutive DirectorofGood
Work, Inc.
Good
Work
was
one ofeleven recipientsnationwide ofthe
1996
Harry Chapin
SelfRelianceAwards.
herdebtload. Shehasused four business loans with
Good
Work
to buy inventory, build storagefacili-ties,and get a truck. Sheis
now
setting hersightsonanevenbiggergoal,openingan innanda restaurant.
"A
friend ofmine
started a business about thesame
time I did,"Debby
says. "Because ofthesup-port I get in this program, I'm probably five years
aheadofhernow.Shegetsoverwhelmed, anddoesn't
know
where
to turn for help. She's still struggling with questionsthatI had answeredlong ago."Debby
labels lack ofcapital asa "huge" problem forsmall businesses, butalsothinks learning and support are
critical.
"How
many
smallbusinessesfail?Some
may
have the
money,
butthey don't havetheknowledge
to succeed.
Good
Work
not only gives us access tothecapital,but alsogivesus thechancetolearnfrom
theexperience."
The Need
forMicrobusiness
Development
Most
businesses, regardless of size, shareDebby's needs: start-up and operating capital until
the business is profitable (often a period ofyears),
management
and technical expertise, andsocial andbusiness supportstructureswhichprovide encourage-ment, networking,and problem-solving.This is par-ticularly true for "microbusinesses," enterprises
which beginvery small and usuallyhave fewerthan
fiveemployees.
Many
entrepreneursareabletosuc-ceed because they begin with these resources or at
leasthavethe
means
topayforthem.This is not true, however, for everyone with a
good
businessidea.Lower
incomepeoplecommonly
lack these critical resources.
Debby knew
how
toassistance, she might have
become
one ofthe mil-lions ofbusiness "failures" each year in the UnitedStates.
Many
people likeDebby
have the potential tosucceed at self-employment but are limited
by
thisscarcityofresources.Thisisparticularlycritical
when
it
comes
to investable finances. Withoutsubstantial personal or familyassetstoinvestorborrowagainst,it is
much
harder to get a business offthe ground. Historically,thishasbeenespecially true forwomen
and minorities, asillustratedby thefollowing facts:
• African-Americans have an average net worth
about
8%
thatofwhites (OliverandShapiro 1995,86).'
•
79%
ofblackhouseholds,more
thandoubletherate for white households, do not have a
suffi-cient safety net tosurvive atthepovertyline for three
months
(ibid,88).•
About
three-fourths of all African-Americanchildren (nearlydouble therate of whites)
grow
up in households possessing no financial assets
(ibid,90).
• Females havesignificantlylowerincomes andnet
assetsthanmales,and
female-owned
businessesbegin with halfthe capital of
male-owned
firms(NC
Equity 1991, 5-25; U.S.DOC
1989).Thislackofinvestablecapitalseriously
underminesthe ability of
new
enterprisesto get offthe ground.
The
primaryfinan-cialalternative
—
abankloan—
isoften un-availabletonewerbusinesses.A
1991 studybytheMassachusettsInstituteof
Technol-ogy
showed
that 73 percent ofbusinessesfunded their start-up needs through
per-sonal savings, while almost none utilized
banks (Roberts 1991).
Banks
rarelyfindwhat
they
arelooking
for inmicrobusinesses: fiawless credit, highly secured and liquid collateral, a.business
track record ofthree to five years, and a highly polished business plan that speaks their language. Furthermore, $1,000 to
$20,000 neededtocapitalize
many
venturesis, ironically,
much
too small tobeprofit-able to commercial lenders.
As
the NorthCarolina Institute for Minority
Economic
Develop-ment
putit:Banks are traditionally corservative and are
aversetodoingbusinesswith
new
or smallbusi-nesses requiring small loans or loans with longer repayment periods. The high transaction costs
involvedinsuch loans
may make
iteconomicallyunattractive for the lender. Lending institutions
usually evaluate a potential customer's credit risks using the three "C's"
—
collateral,charac-ter,andcredit. [Minority-ownedbusinesses] are
usually weakoncollateral,theircharacteris
un-familiartobankers andtheyhaven'thadthe op-portunitytoestablish credit
(NC
InstituteforMi-norityEconomic Development 1994).
Thisoftenprovestobe a"chickenand egg"
prob-lem. Withoutcapital with
which
to begin, lowerin-come
entrepreneurscannotinvestintheirbusinesses(which
would
buildcapital).And
withoutcapital,theycannotborrow from traditional lenders.
In addition, lower
income
peopleoften lack the technical expertise and supportwhich
is critical to turn agood
business ideaintoaprofitableventure.A
shortage ofcash to hire accountants, lawyers, andother professionalsfurtherexacerbatesthis informa-tiongap.
The
lackofcapital, businessexpertise,andsupport represents a significant handicap. Without
specialized assistance,
many
potentially successful entrepreneurswill fail.Learning
From
the"Third
World"
In the 1980s,
community
leaders began search-ing fornew
modelsto assistlow-incomepopulations. For decades, various povertyalleviationstrategieshadfocused on
income
supplementswhich
wereessen-tially redistributive. These strategies
were
very suc-cessful inamelioratingtheworst excessesofpovertyin the United States, but failed to
make
systemicchanges
which
would
enable the poor tomove
be-yond
subsistence. Attention thus shifted to models which promised"capacity building"economicdevel-opment. These positive
sum
strategies focused onincreasing the
economic
pie ratherthansimply chang-ing theway
itwas
distributed.Small businesscreation
was
one strategy whichofferedseveral benefitsatthe
same
time. Small busi-nessescan provide income,create jobs, provide train-ing,buildassets,andnurturehope andempowerment
in
low-income
communities.Althoughself-employ-ment
offered such clear benefits, itwas
oftendiffi-cult for lower
income
entrepreneurs to succeed forthe reasons cited above, in developing programsto
addressthese obstacles,programplannersbegan look-ingat successful
models
from overseas.The
powerful examples of microbusinesspro-grams
in the developing world were hard to ignore.Programs
in impoverished countrieswere showing
dramaticincreasesinincome,assets,andsavings.The
largestandbestknown
program,theGrameen
Bank,began in Bangladesh in 1976.
The
founder, aU.S.-trainedBangladeshi,recognizedthe potentialandthe obstacles for
poor
entrepreneurs in his country.Grameen
beganmaking
tiny loans averaging $40 towomen who
worked
extremely hard butjust barelymade
ends meet.An
infusionofcapital,evenasmallone, enabled borrowers to
buy
labor-savingequip-ment, purchase materials in bulk, or
buy
things that theyhad onlybeen ableto rent before.The
loanswere
made
in "peer groups"which
acted as loan committees and social support
struc-tures. Borrowers were accountable to one another,
and wereready withassistance
—
andpressure—
when
needed.
Grameen
met
amajor need andgrew
tremen-dously.Itnot only offered loansbutencouraged sav-ings,promoted
gender equity in a male-dominatedsociety, and pushed public health and education
re-forms
among
itsparticipants.By
themid-1990s,theGrameen
Bank
had 1.7millionmembers,
a98%
loanrepaymentrate,andbillionsofdollarsin
money
lentandsaved.
The
success oftheGrameen
Bank was
not loston others inthedevelopingworld. Similarprograms
popped
up inAsia, Africa,andLatin America,some
ofwhich developed remarkabletrackrecordsoftheir
own.Eventually, organizersbeganadaptingthe
same
basicmodel
to impoverished areas inmore
affluent countries. In 1987,therewereabouttenmicrobusinessprograms inthe United States.
By
1993, thenumber
hadballoonedtoabout200 (Self-Employment Learn-ingProject 1994).Sincethen,the
number
ofU.S.pro-grams
hasgrown
evenmore
sharply.One
Local
Response:
Good
Work
In 1991,
community
activists inDurham,
NorthCarolina,begansearchingfor
ways
tobuildlocaleco-nomic
opportunities.They
wantedtodo
this inaway
that could reach people from different racial,eco-nomic, and educational backgrounds.
With
afew
Grameen-type programs
as models, they foundedGood
Work,
Inc. Securing$100,000 in loan capitalfrom the Self-Help Credit Union, they developed a peer lendingprogramtailored to localneeds. Debby,
Mari, and about a dozen others formed the nucleus for
Good
Work's
membership.Good
Work
emerged
in a localeconomy
which
appearedquite vibrant.
With
majorresearchuniver-sities,renownedmedicalcenters,andhigh-techfirms, the "Research Triangle" area of
Durham,
Raleigh,and Chapel Hill benefited from high and sustained
growth in the 1980s and 1990s.
The median income
was
roughlydoublethatofthe national average,theareahad one ofthe highestconcentration ofPh.D.'s
in the country, andthe
unemployment
ratewas
con-sistently in the lowsingle digits.Yet, like
much
ofthe nation, the localeconomy
was
becoming
increasingly two-tiered. For those withoutadvanceddegrees,theeconomic
growthwas
largely in the service sector,which
offered low pay.National Results(AspenInstitute 1994):
•
Over 200
programs•
Over
55,000businessesassisted•
Over
$44 million in loansGood
Work
Results:•
98%
businesssurvival•
100%
loan repaymentGood
Work
members
atatrainingsession.few
benefits, and little job security.The
disparitybetween
the"good"
and "bad"jobs grew, andpock-ets of poverty deepened.- Despite generally high
growth,
whole
sectorsofthecommunity
were beingleftbehind.
Good
Work
was
offered as a viableeconomic
de-velopmentstrategy in areas
where
fewexisted.Mo-tivated individuals
who
dreamed
of success couldwork
with others to turn those dreams into reality.Good
Work
targeted mdividualswho
most
neededthe
program
—
lowincome
persons, minorities, andwomen
—
but remained open to any potential entre-preneur.From
the outset,thisledtoaprogram whichbrought togetherentrepreneurs from different
back-grounds. This, in turn, led to a synergy ofideas and
support
which
made
theprogram particularly strong.By
early 1996,some
130 entrepreneurs hadbe-come
full-fledged"members"
ofGood
Work,
andthousands of others had taken advantage of other
training and assistance.
Over
time, theprogram
de-velopeda localreputationofhelping thosethatcould
not find assistance elsewhere.
As
Governor
James
Hunt
putit,"Formany
ofthesebusinessowners.Good
Work
istheonlymeans
bywhich
their businesspo-tential can befulfilled."
Thanks
to growing assistance through thepro-gram,
98%
ofmembers
and alumni are still inbusi-ness. Althoughall of
Good
Work's
loansareconsid-ered too riskyor unprofitablefor banks, theyha\ e arepaymentrate
of
100%.
Good
Work
hasbegun
working
with local banksto gain accessto greateramounts
ofloan capital forexpandingbusinesses.A
Comprehensive Approach
Many
microbusinesspro-grams, including
Good
Work,
have concluded that there is no
single"key"to
making
businesses succeed. Rather, successfulpro-grams haveprovided anintegrated
setofresourcesto entrepreneurs, either in-house orthrough
coop-eration with existing
organiza-tions.
The
balanceofloancapital,technical expertise,andpeer sup-portprovidesflexibleassistanceto
entrepreneurs.
Through
partner-ships and peerparticipation, sub-stantial support can be offered while keeping theprogram
efficient.Good
Work's
program
combines
several features:Outreach.
To
be effective, microbusinessprogramsnormally
commit
substantial resourcestoproactivelyseek potential clients in low
income
communities.Lackingbigadvertising budgets,programslike
Good
Work
partner withcommunity
groups, churches, small business agencies, minority businessassocia-tions, public housing councils, and the like.
Most
outreach and training is
done
athomes, businesses,and
community
centers. This first step is critical toovercoming
thecommon
perceptionthat lendersandassistance programswill nothelpmicrobusinesses.
Access to
Loan
Capital. All small businesses needcapital togetoff theground,but
many
needsgounmet
bybanks.
Good
Work
provides"highrisk"loansthatthe banks cannot or will not make.
As
the FederalReserve
Bank
noted in 1995,"Good
Work
hasmade
[loans] that range from
$500
to $10,000. Businessloansofthistypearenearlyimpossibletogetthrough
the
bank
for microbusinesses due to lack ofcollat-eral,creditproblems,ageofthe business,orbecause
theyareconsidered unprofitable
by
banks"(FederalReserve
Bank
ofRichmond
1990, 130).As
ofearly1996,
Good
Work
hadmade
over 70 loans with nosuch as credit, planning, financial analysis, and so on, thatlimittheirabilitytoobtaintraditional loans. Business Training. Up-front business training is critical toentrepreneurs
who
have had littleexpo-sure to formal business concepts. While training
sometimesexists inthe
community,
itoften eitherassumesfamiliaritywith businessterminologyand
concepts, or istaught in aformal lecture-style
for-mat which
gives participants few practical skills.Afterseveralyearsofexperimentation.
Good
Work
designed a highly effective training curriculum
called Building Your Business^^.
The
training ishands-on,honingparticipants" nuts-and-bolts busi-ness skills.
The
interactiveworkshops
cover suchfundamentals as budgeting, cash fiow, licensing,
marketing, hiring, and business planning.
A
wait-ing list often forms forthe training, which isnow
being used under license by other microbusiness
programs aroundthecountry.
Loan
Circle Orientation. Followingthecourse, par-ticipantscontinue withtrainingintheirpeergroups(called
Loan
Circles). This training offerspartici-pantsfeedbackandadviceontheirbusinesses. Par-ticipants traveltoone another's
homes
orplacesof businesses and reviewtheirfinancial and otherin-formation.
They
also organize their Circle, write by-laws, choose aname, and electofficers.Center
and Network
Meetings.Good Work
mem-bersmeeteverymonth.
Upon
enteringtheprogram,members
join a"Center,"atwhichtheynetworkwithandadviseoneanother.Outsidespeakersoffer
train-ing in such issues as goal setting,tax planning,
mar-keting techniques,businesscommunication,legal pro-tection, bankexpectations, and so on. After cycling throughtheyear-longtraining,
members
graduateintothe "Network."
The program
for theNetwork
isde-veloped bythe
members.
Mentoring. Senior
Good Work
members,
eager togive back to
new
participants,become
mentors fornew
Good
Work
members. Having
walked in theirshoes,theyare ableto help
them
notonly with busi-ness issues, but with guidingthem
throughGood
Work's
program.One-On-One
Consulting.Good
Work
providesindi-vidualized consultingasan important
component
ofmembership.This one-on-one assistance hashelped
the
program
respond tothe individualneedsofbusi-In 1995,
two
evaluations weredone
through the University ofNorth Carolina, Chapel Hill'sDe-partment ofCityand Regional Planning.
The
re-suhs
showed
thatamong Good
Work's
member
businesses:
•
They
hadan averagerevenueincreaseof492%
since joining
Good
Work
•
They
hadan averageprofit increaseof217%
sincejoining
Good
Work
•
82%
reportedthatGood
Work
hadhelped"sig-nificantly"or"very
much"
with theiroverall businessskills•
Between
71%
and82%
had"improved"
or "greatlyimproved"theirself-confidence,abil-itytoface challenges, senseof belongingtoa
community,
andsenseofpersonalfulfillment•
87%
ratedGood
Work's program
overall as "excellent" or"verygood"
•
92%
saidtheywere
"committed"or "stronglycommitted"to
Good
Work
•
100%
would
recommend
Good
Work
to a friendwho
was
startingasmall businessnesses
which
are struggling or planning forgrowth.Members
seek assistance in writing business plans,doingmarketresearch,expandingtheirmarkets,and
the like.
Volunteer Technical Assistance.
Good
Work
reliesheavilyon
community
partnerstomake
theprogram
more
effective.Good
Work
operates a VolunteerTechnical Assistance Program, tappingthe energies
ofbusiness owners, accountants, lawyers, and
mar-keting experts
who
meet one-on-onewithGood
Work
members.
Thisprogramactsas acriticalsupplement to in-houseconsulting.Successfulmicrobusinessprogramsdo
more
than provide loan checks, they also offer a comprehen-siveprogram
to support participants. BeverlyEl-Amin,
an earlyGood Work
member,
says theAs
a minority, female entrepreneurI haveben-efited greatly from
my
affiliation withGood
Work.Thefinancialandtechnicalsupport1have
receivedfromthisorganizationisGod-sent.Since
becomingamember, 1haveappliedfor,received,
andpaid backthree businessloans, and
am
now
payingback a fourth.Good Work
hasdone and continuestodo what commercial lendinginstitu-tionshaverefusedtodo
—
giveme
achance.Thetechnical assistance I have received has helped
me
develop competenceindevelopingabusinessplan, cash flow sheets, marketing plans, market
research, taxes, and
much
moiMy
confidenceinmy
abilitytoop-erate abusiness is strong. Income
generated from
my
business hastripledsince 1993. Without
Good
Work's assistance this would not
have happened. Theyhelp people
otherswon't.
Challenges
for theFuture
Good
Work,
and programslikeit, have celebrated
some
tremen-dous successes. Often working on
ashoestring, microbusiness
devel-opment
programs havenonethelessbeen able to assist entrepreneurs
who,
statisticstell us,would
likelyhave
gone
out of business other-wise.These
businesseshave
in-creased incomes, built assets, cre-atedjobs,and developedleadership
and self-confidence skills
among
participantsand theirfamilies.
Despite
the successc"microbusiness
development
pigrams
facemany
challenges.A
scarcity of operating support andloancapital
hampers
theabilityofnonprofitstokeepsuch programs operational. Regulations in
some
ar-eas
which
discouragehome-based
businesses andwhich
effectively prohibit welfare recipients frombuildingabusinesssafety netput additionalobstacles
inthe
way
ofparticipants.The
abilityofprogramstodeliverhigh-qualityserviceswhilekeepingcosts for suchservicesminimalwillalsobe an important chal-lenge forprogramsin cost-cutting times.
The
potential ofthe field is also limited by the perceptionthatthese"little"businesses generate such small levels ofeconomic
activity that they are not takenseriously as a tool foreconomic
development.In fact,the activityofentrepreneurs like
Debby
andBeverlyhas generatedfar
more
growthinthelastde-cade than have "downsizing" corporations. Yetit is
harder to visualize the
community
impact oftheircombined
businessesthan theimpactofanewly
re-located factory.
Much
publicpolicyby statesand localcommu-nitiescontinues to focus on high visibility projects, such as luring in large corporations with tax
abate-ments and other incentives,
which
are essentiallyCynthiaWilliams-Hillsopeneda24-hourchildcarebusinessinherhome.
"zerosum." Subsidized industrial recruitmentis
re-distributiveatitsbase, pittingoneneedy
community
against another. Itisalsoincreasinglyexpensive.Tax
costs forcorporateincentiveshaverisendramatically forsubsidized industrial recruitment, withsome
re-cent deals costing over $150,000 perjob created
(Schweke
e?a/. 1994,23).'On
the other hand, capacity-building strategieslike microbusiness development have the potential
displac-ing the problem from one
community
to another.While
they often lack theglamour
found at therib-bon-cuttingofa
new
plant,theeconomicsum
of thou-sands ofhome-grown
businesses is an investmentwhich
canimprove
thewhole community.
Thisbroader
view
ofwhat
constitutes"economic
devel-opment"
is challenging precisely because it ismore
complicated. Yet,just as
we
learned that redistribu-tiononan individual levelhasitslimitations,we
mustalso learn that redistributing the benefitsofindustry
fromone
community
tothenext hasitslimitations as well.Meanwhile,theentrepreneurs forge ahead.Their
visions,dreams,andhard
work
willcontinuetomove
their families and communities forward. With the support of microbusiness
development
programs,more
peoplelikeDebby
and Beverlywill continueto succeed."Idiscoveredthat ifnoone"sthereteaching you,
ifnoone'stherestrugglingwith you, then you're not
goingto build yourbusiness on a solid foundation,"
saysCynthiaWilliams-Hills. Beforelaunching
Gen-esis I
Day
Care, shewas
working long hoursaway
fromhome
toprovideforherfamily."Iwas
workingasan administrativeassistantandwaitingtables.But
I
knew
I had tomake
a change.My
son criedeverymorning
andwork was
gettingbad.My
mentor con-vincedme
that I couldmake
it in business, and she sentme
toGood
Work."
Because ofher love for children,Cynthia decided to opena child care busi-ness inherhome.
Cynthia'sidea
—
the area's first24-hourchildcare business—
filledavoidin themarket."1 hadtheidea,but
when
I got into it, I discovered it wasn't that simple. I neededmoney,
and I needed to buildmy
skills.Good
Work
helpedme
learn aboutbudgeting and advertising.And
withmy
credit at the time, no oneelsewould
giveme
a loan." Cynthia plannedformonths
andofficiallylaunchedherbusinessin 1995.Today, Cynthiacares for 27 children overthree
shifts, seven days a week. Besides herself, she
em-ploys fourpeoplefull-time.Pendinganupcoming
li-censing review, she planstobe inanew
housesoon, renovating her currentonetocareformore
children.By
mid-1996, sheexpectsGenesisI to care forover80children,with ten full timeemployees. She
cred-its
much
ofher success to the support she hasre-ceived fromfellow
members.
"It'sgood
tobe abletoput yourself around a lot of positive people. Here,
everybody'scheering
you
on;evenwhen
you'rehav-ing aroughtime,they're stillcheeringyou on. 1
was
talking toanother
Good Work member
theotherday,and I said that I've finallygottentothe point
where
the business isn'trunningme
any more. At last, I'mthe onerunningthebusiness."
<©
Acknowledgments
The
authorwishestothank JenniferSherwin andtheSelf-HelpCredit
Union
forhelpingtocollect lend-ing data. Iwould
also like to thankDebby
Deter, BeverlyEl-Amin, CynthiaWilliams-Hills,andallthe dedicatedmembers
ofGood
Work.
Endnotes
1. The average whitenetworth is $43,800,versus S3,700
forblacks.
2. One large tractofDurhamhad a poverty rate morethan
2.5 times the city average. Itshousehold income was littlemorethan athirdofthecounty'sas awhole,and
itsunemployment ratewas over4.5 times the county
rate. Sources: Durham City/County Planning Depart-ment; North/EastCentralDurhamDataScan 1994; data
and baselinecomparisons from 1990 census.
3. Public incentivesfor luringtheMercedes-Benzplantto
Alabama in 1994,forexample,costbetween $153,133 and $200,000perjobcreated.
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Federal ReserveBankofRichmond. 1995. Community
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Equity.1991."WhatisaWoman
Worth?North CarolinaWomen,Families
&
TheEconomyinTransition."NorthCarolinaInstituteforMinorityEconomicDevelopment.
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White Wealth;
A
New
Perspectiveon Racial Inequal-ity.Roberts, Edward, 1991.
MIT
Sloan School ofManagementStudy. Cited in Capital Opportunities for Small
Busi-nesses,TheUniversityofNorthCarolina'sSmall
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