IN THE BIZ EN T REPRENEUR
Introducing Go.Be. Celebrating its 20th year, Good Work Network is changing more than its name. BY KEI T H TWITCHE LL
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BIZ NEW ORLEANS
AUGUST 2021
I L L U ST R AT I O N B Y T O N Y H E A L E Y
Keith Twitchell spent 16 years running his own business before becoming president of the Committee for a Better New Orleans. He has observed, supported and participated in entrepreneurial ventures at the street, neighborhood, nonprofit, micro- and macro-business levels.
always to establish that storefront. Now, a CHANGING THE NAME OF ANY ENTERPRISE lot of folks are not going in that direction, is always a major inflection point. For the former Good Work Network, switching and will continue as caterers and food deliverers.” monikers to Go.Be. resulted from an She also noted that, while various unusual confluence of opportunity, accigovernment programs helped many busident and a major milestone. nesses survive the pandemic, her clients This year the organization celebrates 20 years as an entrepreneurial support did not benefit as much. Some, she said, nonprofit. Go.Be operates at the inter- were reluctant to take on debt in uncertain times. Smaller businesses with few section of minority- and women-owned employees saw few benefits from the PPP businesses with between $150,000 and program, with its focus on supporting $1 million in annual revenues, and has payrolls. Underlying all this, minority assisted some 6,000 clients. “We are really focused on helping and women-owned businesses always face greater challenges with access to the minority entrepreneurs go beyond banking system, through which many of survival to success,” said Executive the aid programs were administered. Director Hermione Malone, who noted As a reflection of the new circumstances, that three years out, the failure rate as well as Go.Be.’s refocused mission, the for these types of businesses increases organization has just launched a new appreciably. While the name change is timely as “Elevate Fund” of targeted small grants. “Our work is like air traffic control, said an anniversary marker, it arose out of Malone. “We see the big picture and we conversations about simply changing the organization’s messaging. This, in turn, know what businesses need, but just like they can’t do it all, we can’t do it all.” was prompted by receipt of a federal The program helps entrepreneurs grant that enabled the group to expand its work statewide, which led the nonprofit discover what specific business needs to conduct focus groups to help flesh out they have, then connects them with expert resources to help meet those needs. The what that work would look like. “During these stakeholder conversa- grants reach up to $4,000; more informations, questions came up about the name,” tion can be found at www.gobe.org. Meanwhile, the organization continues recalled Malone. “We realized that we had its own process of establishing its new an opportunity to better reflect how our name and brand. work has changed.” “We are still doing that delicate dance One key component of the organizawhere you still need to reference Good tion’s new direction is the individualized approach Go.Be. takes with each of its Work Network,” Malone said. “Fortunately, this is a little easier with a smaller clients. organization.” “We are meeting people where they are The new name reflects more aggressive, and customizing the resources we bring to them,” explained Malone. “They tell us dynamic approach to serving its clientele; applying these same principles to its own where they need support.” Sometimes, Malone said, the biggest transition will assure Go.Be. of at least 20 challenge is getting clients to accept more years of success. n assistance. “So many entrepreneurs’ brains are wired to go it alone,” she said. “But someone who is all over digital marketing may need help with accounting or human resources.” Go.Be.’s name and focus change also coincide with the many changes in the business landscape wrought by the pandemic. Malone questions whether the traditional brick and mortar, location-based model will come back. “We have clients that began making and delivering food but had no actual storefront,” she said, “but their goal was
