Press: New Network Fills a Need

Fresno-based Web site finds success
in linking black-owned businesses with new opportunities.

By Robert Rodriguez / The Fresno Bee
(Tuesday, April 25, 2006, 9:42 AM)

When Fresno businessman Dwayne Ferguson couldn't find an effective way to reach other black business owners in the area, he did the next best thing.
He started his own network.

Three months ago, Ferguson launched BlackXchange.net, an online directory for Fresno's black business community.

Although Ferguson, who also owns a design and printing company, built the Web site as a way for local businesses to connect, it grew quickly, gaining a national audience.

"The day after we went live we were signing up members every three minutes," Ferguson said. "It was unbelievable how many people responded and how fast they responded."

Since February, BlackXchange has 434 members scattered throughout 37 states. Ferguson runs the Web page with Kina McFadden, the site's marketing director.

"This really says a lot about the need for businesses wanting to network with each other," Ferguson said. "I have met more black-owned business in the past two weeks than I have in the last eight months."

Ferguson appears to be following a trend of black entrepreneurs. A recent U.S. Census Bureau report found that the number of black-owned businesses grew by 45% from 1997 to 2002, more than four times the national rate for all businesses.

As members of BlackXchange, businesses can post information about their companies at no charge and can correspond with other businesses. The businesses are alphabetized by type.

A business can buy banner advertising on the page, but Ferguson has no aspirations of becoming wealthy off the site.

"That's not really what I intended," he said. "I want this to be a way for people to exchange ideas and business contacts, to network with each other."

Pushpins represent the 434 members nationwide signed up for BlackXchange.net, an online networking site for black-owned businesses, since its startup in February. Kina McFadden adds a new pin Monday.

John Walker / The Fresno Bee

Ferguson said the site is open to anyone interested in dealing with diverse businesses.

"What I want to do is raise the level of awareness about who is out there in the black business community," said Ferguson, who also owns OverColor.com.

Ferguson said small businesses like his operate on small advertising budgets and have a difficult time marketing themselves. The Web site gives them an opportunity to be seen.

His own printing and Web design company has benefited from the site. "My own personal business has doubled in volume," he said. "I am now taking orders from all over the country."

Local business leaders say Ferguson's online network is long overdue. "It's getting the African-American community more involved in networking with each other for business purposes and enhancing that communication," said Paul Copeland, executive director of the African American Historical and Cultural Museum in Fresno.

After becoming a BlackXchange member, Copeland received more than 50 calls from people interested in the museum.

"I am hoping to develop some collaborations and make some connections," Copeland said.

Shawn Stephens, owner of an online service for people selling their own homes, said the site raises the visibility of his and other black-owned businesses.

Fresno County was home to 1,595 black-owned businesses, according to 1997 U.S. Census figures.

"It is kind of sad that in the black community there are business owners out there that nobody even knows exist," said Stephens of Fresno. "So it was really good to see Dwayne doing something like this. We, as a business community, need to come together and help each other. Hopefully this site will help bring us up to a higher level."

Ken Blackwood, president and chief executive officer of the San Joaquin Valley Black Chamber of Commerce in Fresno, supports Ferguson's venture.

"It is imperative for the black business community to network, just like it is for any other business," Blackwood said. "It is a way to build connections and relationships with other people in business. And relationships is what business is all about."

The reporter can be reached at brodriguez@fresnobee.com or (559) 441-6327.