C E R T I F Y
C N Y
She's Focused: S'Marie Photography
All Sewn Up: All Things Plush
She Cleans Up Nice: Van Dyke Norris Cleaning
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S H A N E I K A M A R I E F O R D A U G U S T
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THE ART OF PICTURES THROUGH THE LENSE OF WBE CERTIFIED S'MARIE PHOTOGRAPHY. Shaneika Ford typically doesn’t like attention. She’s more of a “behind the scenes” type of person. But the past few years, she’s gotten out of her comfort zone in ways she’d never dreamed. Shaneika has worked at H.O.M.E., Inc., for nearly her entire career. She started as a part time receptionist and worked her way up to her current position as Executive Director. But her passion? Her purpose? She found that a few years back when her sister asked her to take photographs for her engagement. Shaneika did, and posted the pictures to Facebook. People liked her photographs and soon, they started reaching out to ask if she could take pictures of them. It took off from there and S’Marie Photography, an MWBE City Certified business, was born.
Although Shaneika didn’t have any formal training in photography, she didn’t waste time learning. She spent hours watching YouTube videos about topics like setting, lighting, and everything in between. She also took a Photography course at BOCES and others at Light Work, a local nonprofit photography organization that supports artists. And she practiced. At first it was mostly with family, but eventually, in 2014, she was able to rent her own studio space, where she now photographs clients on a regular basis.
When Shaneika talks about those early years, she doesn’t mince words. “It was scary at first. I work full-time. It was a lot of work and discipline, a lot of studying the craft, and a lot of initial upfront costs.” Some of the secrets to her success? “Consistency, my eagerness to learn and grow, stepping out of my shell, being professional, and having a positive mindset.
S'MARIE PHOTOGRAPHY
I pride myself on being organized and on time. I create policies, terms, and conditions and stick to them. You’ve gotta set a standard for your business and it builds from there.” The most challenging part of entrepreneurship? “Initially doing it alone and not trusting people to perform the way you expect, but you learn quickly you cannot be successful working alone.” It overwhelms you and then you’re not good anywhere.” Still, Shaneika is proud of the growth she’s made. “I’m proud of stepping out on my own. I don’t like attention. I’m behind the scenes. Stepping out of my comfort zone was uncomfortable at first, but growth requires it.” In order to grow her business, Shaneika also pursued MWBE certification through the City of Syracuse in 2019, and has since been awarded two contracts. “I found out that there was a construction company that needed pre- and postproject photos. I went in and did the paperwork to get certified, and then I bid on the job as a subcontractor for Hueber-Breuer and their construction project for the Syracuse City school district.
I was awarded that contract, and a year later, I was offered to bid again on another project, which I also received. It helped sustain me through 2020 when I had to temporarily close my studio due to the pandemic.” Also, Shaneika had been self-funding her business for a while, but the contracts allowed her to make purchases on her own. Additionally, being MWBE certified doesn’t just mean you get access to municipal jobs. “Being on the list is helpful because people find you even if they don’t have contracts to award, but want a photographer for personal reasons. They can find me in the MWBE directory.” Being designated an MWBE can open doors. “Labels still continue to hinder us. It can be a challenge to be labeled a minority, when we go into banks, for example. But one benefit is being able to get that recognition through the certification. It opens the door to more resources and I can be sought out more because I’m in the MWBE directory.”
S'MARIE PHOTOGRAPHY
S'MARIE PHOTOGRAPHY
But one benefit is being able to get that recognition through the certification. It opens the door to more resources and I can be sought out more because I’m in the MWBE directory.” As Shaneika looks ahead, she sees so much potential for her business. “I want to go fullfledged into photography. I must maintain my certification so I can continue to bid and receive contracts. But I’m also offering mentorship classes. That’s something that’s waking me up to think it’s an area I can venture into. I have trained other photographers in lighting, for example.”
“Photography started from a passion, and through the years it became a purpose. I love to capture moments that people can have for a lifetime. When someone passes away, for example, their family members share and use the photos I’ve captured of them. Or when they’re missing their loved ones, they can look at them. I also love making people feel beautiful, feel their best. I hit that angle for them, and they just feel beautiful!” Her advice for potential MWBEs? “If you want to grow your business and want to be a part of revenue generating projects you need to be certified. You need to be connected in that area”
WANT TO LEARN MORE ABOUT S’MARIE PHOTOGRAPHY’S STORY? CLICK HERE TO WATCH HER FEATURE ON THE VIRTUAL RENT PARTY.
Shaneika is a graduate of the Syracuse City School District.
I C O N I C Booking: smariephotography. simplybook.me
instagram: @smariephotographysyr Facebook: facebook.com/ photos.smarie
315-497-7640 S H A N E I K A
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S ' M A R I E P H O T O G R A P H Y
Dr. Shanelle Benson-Reid Entrepreneur
Always be willing to bet on yourself. ACCESS GLOBAL ENTERPRISES
VAN DYKE NORRIS CLEANING
FEATURE Van Dyke Norris Cleaning FROM FULLY EMPLOYED To fulltime entrepreneur WHAT ARE THE KEYS TO HER SUCCESS? Her advice to other entrepreneurs
A CLEAN SWEEP
The quality that most shines through, though, is her intuition. According to LaTerese, it’s always been there. “It comes from my childhood. I follow my intuition. I always knew things, I never knew how I knew, but I just did. I trust my instinct. I lead with that.” LaTerese recalls not having a typical childhood because her mother was diagnosed with Cancer when LaTerese was just two years old. Although her mother would live another thirteen years, her mother’s diagnosis meant that LaTerese had to help out a lot. She took on the responsibility of taking care of the house and paying bills. Her mother would get her up on Saturday mornings and say “Come on LaTerese, let’s clean the house.” She always did, and in a way, it helped her. “Cleaning would soothe me. It was a way to get out everything that I was feeling. It was a way to take my worries away.” And it made her mother happy too. She was always so impressed by how LaTerese had cleaned. Despite the fact that LaTerese Matthews, Owner/Operator of Van Dyke Norris Cleaning Services LLC, has only been in business for three years, she has many qualities that make her an excellent entrepreneur. She understands the importance of client relationships, she puts her heart into her work, she cares about paying her employees well, and she takes the time to make sure jobs are well done.
LaTerese Mathews Her intuition guided her in caring for her mother even when she was at her weakest. On one occasion, LaTerese knew her mother wasn’t well just by looking at her, so she followed her instinct and called her mother’s doctor. They asked if she could get her to the office the following day. At the age of just eight or nine, LaTerese drove her mother to the doctor the next day. It turned out that her mother had a Staph infection and the doctor said that had she not brought her in, her mother would have died.
Fast forward many years, and LaTerese had hit a rough spot in her life. “I had hit a downward spiral with my life and job and I was financially illiterate. I called my dad and told him my car got impounded and he needed to pay for it. He said ‘You don’t have your finances in order. You can’t afford that car. You need to think. Let them keep the car. You need to think about your life decisions, reeducate yourself.’” He told her to read the book Rich Dad Poor Dad. He reminded her of the saying “If you give a man a fish, he’ll eat for a day. If you teach a man to fish, he’ll eat forever.” LaTerese listened to her father, and learned.
“My father was my biggest push and inspiration.” She also tapped into her intuition. “I was working at Crouse Hospital at the time and I started asking myself, ‘What do you know how to do? What do you love to do? What can you give to people that they would pay for but at the same time you’re providing them something they would need? Then it came to me. The only thing that I’ve done since childhood was clean. It made my mother so happy when she was sick. And if that made my mother happy, imagine what I can do for other people.”
LaTerese Mathews And so, in 2019, Van Dyke Norris Cleaning Services was born. LaTerese named the company in honor of her parents by combining their last names. The company provides residential and commercial cleaning (including carpet cleaning and hardwood floors), as well as construction clean-up. When she first set out, LaTerese rented a car every week to get jobs done. After a while, she followed her intuition and asked an employee at the car rental business if she paid someone to clean her house and if she was satisfied with the work. The person said they were happy with their current cleaning service. Soon after though, that same person called LaTerese and asked her to clean her house. “It skyrocketed from there. Word of mouth is the biggest marketing ever. That one client gave me her whole neighborhood. A lot of marketing my clients did for me. Then I started branching out to real estate companies to offer my services before they put houses on the market. Hunt Real estate became one of my biggest clients.” Those client relationships have been an important part of LaTerese’s success so far. “Some people say it’s all about the money. For me, it’s about the relationship. The relationship can take you farther than money ever could. Many of my clients are entrepreneurs themselves, so without them I wouldn’t have been able to do what I do. I’m really proud of how fast I have grown without marketing.” The challenges in growing so fast have been there as well. “The challenge I have is having to be everything: the owner-operator, the accountant, the payroll person, all these different roles and trying to sustain all that. When you’re small like me, you don’t have the funds to source it out right away. And I’m still a mother. My children still have needs and I have to fulfill them at the same time.”
Facebook: https://bit.ly/3fbL0fR ph: 315-516-0727
Instagram: Vandyke_Norriscleaning
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Van Dyke Norris Cleaning Despite any challenges, LaTerese is setting her
Her advice for potential MWBEs? “I would say
business up for success. She attained MWBE
get the certification because there are a lot of
certification from the City of Syracuse and is
opportunities like the Joint Construction
currently seeking New York State MWBE
School Board, for example. Also, I landed my
certification. She has been invited to bid on
first commercial contract with the Central New
projects and has made great connections with
York Community Foundation (CNYCF) by being
people through the process. She also now
a woman-owned business. CNYCF specifically
does contract work with the recently-opened
wanted to do business with a minority and
Salt City Market and with a daycare operating
woman-owned business. Do it. Even if you
out of a school in Fayetteville. There’s joy in it
don’t know the way, you’ll learn as you go. I
too! “Making other people happy and cleaning
knew nothing at first.”
brings me the most joy. I love seeing or hearing how people react to my work and
Want to learn more about LaTerese and Van
knowing that I can help others.”
Dyke Norris Cleaning Services LLC? Click here to watch her feature on the Virtual Rent Party.
LaTerese sees her business growing in the future in many ways. She plans to hire more employees from the community and pay them a fair wage. She’d also like to network with other women-owned businesses. “I see myself growing and expanding my services for commercial and residential businesses. I want to provide opportunities to help serve others in the community. I’m here if you need my services.”
Written by: DIANA CLARK
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ALL SEWN UP ALL THINGS PLUSH
BY DIANA CLARK
All Things Plush Embroidery
For most of us, the Covid-19 pandemic has led to seismic shifts in our personal and professional lives. On the personal front, it opened a window of opportunity for people to spend time on hobbies that had only been passing thoughts in the past. For Ciarah Richardson, it also opened the door to a connection to her grandmother. In those early months of the pandemic, she was working from home full-time and teaching her son. That additional time brought back memories of her grandmother sewing for her and she remembered that she had always wanted to do that too. In her words, “when Covid-19 started, I wanted to pick up a hobby, I wanted to sew as my grandma did for me. So I bought a sewing and embroidery machine.” Then, as the pandemic progressed, Ciarah’s mother told her about something she had heard Governor Cuomo talking about that she could take advantage of funding for people who wanted to start businesses during the pandemic. She liked the idea and decided to give it a try. “I made one mask, posted it on Facebook, and it went from there. A few months later, I was invited to a pop-up event. My overall goal was to open a boutique, but I saw that that market was oversaturated. What sold were customized masks and T-shirt’s.”
CIARAH RICHARDSON, PRINCIPAL
And so, Ciarah set about creating her embroidery business, All Things Plush, LLC. She has since found success by finding her niche. “Finding my niche has been something that I’ve been trying to figure out while at the same time making sure it’s something that won’t make me burn out.” Clients come to Ciarah with an idea for their logo or something else they’d like to see and she can make it come to life on a piece of merchandise like a tshirt or a hat. She custom creates items using her embroidery machine. “Clients have been very receptive to having someone that can bring their vision to life. I love seeing someone's dream come to life.”
ALL
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She’s even been able to upgrade her equipment to be able to accommodate bulk orders during this first year of business. “I’m really proud of the upgrades I’ve been able to make in such a short amount of time. I started with a $1,000 machine, but bulk orders are hard to do on that machine so I ordered a Melco machine. I’m able to digitize the logo into a file and then load it into the machine.” Once loaded, the machine gets to work creating...well, joy. “I get so much joy seeing people wearing their merchandise or people’s response when I send them their embroidery files!” This first year of business has of course had its challenging moments. The most difficult part of entrepreneurship for Ciarah so far has been balance. “Trying to figure out how to balance business and personal life has been challenging. As I organize my business and upgrade equipment, that will help me be able to produce things more quickly.” Another challenge has been building business credit. “My business credit is something that I’ve been working on. Less than six months ago, I applied for a loan to get a commercial embroidery machine. But they told me I needed a co-signer. I had to figure out how to find one or upgrade my credit. So I’ve focused on making money, getting a DUNS number, cleaning up my personal credit, and setting myself up as a vendor so that my accounts register with Duns & Bradstreet, which builds my business credit.” Ciarah has also tapped into the power of learning from and connecting with other entrepreneurs. “Having people that I can have conversations with about business has helped and having the Clubhouse app was instrumental. It was huge. There were so many different rooms where people were talking about business. Social media has also helped. A lot of people don’t want to get on social media, but it’s super important to expose people to what you’re doing.” In some ways, the pandemic has meant more support for minority and womenowned businesses. “It’s been more positive. There’s a surge [of businesses] that are coming out of the woodwork. People are more supportive of that, especially during the pandemic. There’s more opportunity too. Like working with Diversify-NY, LLC has helped me.”
All Things Plush
ALL SEWN UP Written by Diana Clark
Although there has been much sadness and struggle during the pandemic, there has also been opportunity. “The pandemic has been super bittersweet because people are sick and you see things happening around you, but for me, business-wise, it’s been great. Maybe it’s just my industry, but I say if you have a vision, go for it. Don’t let the pandemic discourage you. Use it as an opportunity to hone in on your niche. People are staying home. Use it as an opportunity to grow and possibly create something amazing from it.” Ciarah is sure to grow her own business in the future. “I would love to have an S- corporation and tie into other things like apparel, and I would like to have a shop. I’m currently working on that and would also like to offer other merchandise, provide supplies, and subcontract with other businesses. I'd also like to get big contracts with Walmart and Gucci. When I first started, I didn’t think big. But these big companies like Gucci and Coach have embroiderers that they hire.” Ciarah, for one, is going after it! She’s looking for an apprentice (reach out if you have serious interest and a love of sewing or an interest in embroidery) and looking forward to the possibilities for growth that her new machine can provide her. “My son even calls me ‘Entrepreneur!’” Her advice for aspiring entrepreneurs? “Definitely network. Get with other entrepreneurs. Talk to other people who are in your industry. Don’t be afraid to ask questions. Business Wizard on NYS website...use it! Get your permits, licenses, etc. Use the checklists to make your business legal. Work on your personal credit too.” Missed Ciarah’s interview on our Virtual Rent Party? No worries. Click here to watch! >>>>
CIARAH RICHARDSON IS THE PROVERBIAL NEEDLE IN A HAYSTACK. THE LEGACY OF HER GRANDMOTHER LIVES THROUGH HER NEWFOUND EMBROIDERY BUSINESS.
All Things Plush
Eileen Collins Principal
“Don’t give up when it seems like nothing is coming. Certification enables you to be available for opportunities when they arise. So, keep it renewed, attend every opportunity for bidding on jobs or networking events to establish relationships with the decision makers, not just to get the job, but to meet people and network too, even if they’re not in your scope of services.
Admin-On-Call
CERTIFY CNY
NEW YORK STATE MWBE APPLICATION ASSISTANCE
For Free Consultation Call:
315-403-5693
We rely on experience to optimize your application process for best possible outcomes.
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We make complex seem easy. Youi just sit back and we’ll handle everything!
ABOUT US We specialize in New York State Minority and Women-Owned Business Enterprise application assistance. Our experience in navigating the application process allows our clients peace of mind and the ability to run their day-to-day operations while we complete the process on their behalf. We also help businesses reach wider audiences once the certification is completed. Get in touch to get a free consultation!
CORE SERVICES
WWW.DIVERSIFY-NEWYORK.ORG
MWBE Certification Assistance MWBE Business Development Procurement Services Onondaga, Oswego, Oneida, Cayuga, and Madison Counties
THE DIVISION OF MINORITY AND WOMEN’S BUSINESS DEVELOPMENT (DMWBD) IS TASKED WITH REVIEWING APPLICATIONS BY BUSINESSES SEEKING CERTIFICATION AS A MINORITY OR WOMEN-OWNED BUSINESSES (MWBE). THE DMWBD VERIFIES THAT EACH FIRM IS OWNED, OPERATED, AND CONTROLLED BY A MINORITY AND/OR WOMAN OWNER. THE APPLICATION PROCESS AND THE DOCUMENTS REQUESTED TO COMPLETE THE APPLICATION ARE NECESSARY FOR THIS VERIFICATION. THE INFORMATION BELOW INCLUDES RECOMMENDATIONS AND CHECKLISTS FOR NYS MWBE CERTIFICATION APPLICANTS. HOWEVER, THIS LIST IS NOT ALL ENCOMPASSING OF THE NEEDS AND REQUIREMENTS TO COMPLETE THE APPLICATION AND ANALYSIS. ADDITIONAL INFORMATION CAN BE FOUND ON THE MWBE WEBSITE: ESD.NY.GOV/MWBE.HTML
CERTIFY CNY For Free Consultation Call:
315-403-5693 Sole-Proprietorships • Business Certificate from the County Clerk
LLCs Corporations Articles of Organization Certificate of Incorporation Operating Agreement Corporate By-Laws Application for Authority (outApplication of Authority (out-of-state firms only) of-state firms only)
REQUIRED DOCUMENTATION Proof of citizenship and gender: Birth records, U.S. Passports, Military Records, Green Cards. Proof of capital contributions: Cancelled checks or bank statements, purchase agreements, proof of equipment purchases. Proof of business activity in NYS: Current contracts, bids, invoices and proof of payments from clients and work in the NYS. Personal and Business Taxes: Complete copies of the most recent personal and business taxes. Business Documents: Loans and credit agreements, leases; supply agreements. Professional Background: Owner’s Resumes(s), licenses, permits, certifications.
TIPS WHEN BEGINNING A NYS MWBE CERTIFICATION APPLICATION Take advantage of our technical assistance by signing up for one-on-one consultation: Attend MWBE outreach events, including our monthly certification assistance workshops, the NYS MWBE Forum, NYS MWBE Regional Expos, and NYS MWBE Boot Camp Sessions. Periodically visit https://esd.ny.gov/mwbe.html for more information. Collect as much information and documents prior to beginning the MWBE Certification application. Keep in mind that additional information may be required.
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Testimony “Follow your dream. Follow your passion and make it come to light.”
Larry Stackhouse, Principal, LStacks Trucking LLC
WELCOMES
Amanda Pascall Diversify-NY, LLC welcomes our very first employee; long time colleague, Amanda Pascall. Amanda is the former Director of the HomeOwnership Center at Home HeadQuarters Inc. She brings many years of experience overseeing the HUD approved first time homebuyer program and the foreclosure prevention efforts that lead the region in foreclosures prevented. Her background in counseling and case management as well as reporting will be critical to managaing our efforts to increase minority business participation and certification in Central New York. A native of Australia and a true cosmopolitan, Diversify-NY welcomes her with open arms.
DIRECTOR OF PROGRAMMING
WELCOMES
Vianne Yagayandi
Diversify-NY, LLC welcomes Vianne Yagayandi, a rising junior at the University of Buffalo majoring in finance and MIS. Vianne joins us as an intern and brings his incredible mathematic and linguistic prowess along with him. He speaks SIX languages; English, Swahili, Kirundi, Nyanja, Bemba, Kinyarwanda. He is a native of the Republic of Malawi. Vianne is an OnPoint for college student with a brilliant future. He is assisting us in building capabilities statements for regional MWBE’s.
SUMMER INTERN
WELCOMES
Omar Obadi
Diversify-NY, LLC welcomes Omar Obadi, a senior from Le Moyne College majoring in business management and leadership. A native of Yemen, Omar has aspirations of opening his own business. Omar has taken on the role of community engagement and worked to make contacts with regional municipalities as well as minority-owned businesses in Central New York. Omar is a 2021 Synergy Summer Intern who comes to us via MercyWorks at the Clarence Jordan Vision Center.
SUMMER INTERN
WELCOMES
Tatyana Flores
Diversify-NY, LLC welcomes PSLA at Fowler graduate Tatyana Flores of Russell Sage College class of 2023. Tatyana majors in business administration and has goals of pursuing entrepreneurship and attending law school. Tatyana joins us for the second year in a row as an OnPoint for college student and has shown tremendous initiative and drive. As our lead intern, she works on various facets of our certification programming in addition to overseeing our social media and marketing.
SUMMER INTERN
PRESENTS
Virtual Rent Party We're back! Central New York's most innovative platform for promoting Black and brown-owned businesses is still on a mission to support our regional business community. One black or brown business per month will receive $500 for their monthly operations. In addition, we are highlighting our local businesses through in depth interviewing with host Rickey Brown of Diversify-NY, LLC
JULY 30TH, 9 PM
