How female founder Action Jackson impacts the face of business in Houston
Written by Impact Hub Houston Team member Camila Aguiar.
She was born Joy, but chose Action as her moniker. “After all, an idea without action is worth nothing,” she says. This intense need to turn ideas into action pushed her to open a media production company for small businesses back in 2018. It was also what brought her to Impact Hub Houston, where she found support to build a business model for her most audacious project: The Black Business Lab. Action was one of the 8 founders to participate in the Female Founders Program, an initiative of Impact Hub sponsored by Frost Bank. From May to July 2021, Action worked closely with Impact Hub’s CEO, Grace Rodriguez, and received support from additional experts to build the Black Business Lab Project business model. “The Lab” is a spinoff of the Black Marketing Initiative, which she created to help black owners thrive in business.
To understand how she got here, we must look back to 2020, when COVID hit and caught her by surprise. At that time, Action was celebrating one-and-a-half years as head of Action One Media. She wanted to change the narrative about Black business owners and started by helping small businesses communicate with clients and the community through media content, especially in video format. The company was online but got its client base from having 20-100 people come to their small studio every week and doing events outside. Action decided to close the company as soon as COVID hit. The following three months were hard. She had no clients, no revenue, and no clue where to go next. But she knew she had to do something, and she decided to start by listening.
In June 2020, Action and her team–the Action Squad–led a survey with 226 small business owners. Over a hundred of them answered they were about to close if they didn’t get online. Action soon realized the need and the urgency to do something about it. She used the data from the survey to pivot her business and offer a well-rounded marketing strategy for clients.
“In a nutshell, you can get video to show your face. You get the consulting to know where to put your video and help yourself get the clients you want. And we can also save you time by automating the process for you.”
She implemented an entirely new system to meet the unique needs of small businesses. Finally, things started getting better, but Action was still not happy. She knew from the surveys that most owners couldn’t afford the service. Action was struggling herself to put her company back in business after months without revenue.
“We realized we didn’t need just to sell the services. We could create a program and offer the services to the business through the program funded by grants, crowdfunding or anything we could pull together to help Black owners.”
Impact Hub was crucial in implementing the first pilot she did with 16 Black owners. Grace Rodriguez even participated in some of the sessions and helped shape the business training. But Action wants to go further. Her next goal is to build a Black innovation corridor in South Houston. She compares it to other Houston initiatives, such as the Energy Corridor and The Museum District. She already gathered more than 20 businesses, and they are working together to create a safe space to help Black owners get the support, the funds and the collaboration they need to thrive.
Action’s pitch sounds firm and convincing. She says this was one of the best aspects of the Female Founders Program. The constant practice and interaction helped her strengthen her case for support. Frost Bank’s advisors also helped her build some new financing strategies, especially regarding balancing her statements.
“They gave their hearts to make sure we learned. These are things sometimes we ignore as founders. I got some strategies behind changing our financial year.”
The three intense months of coaching sessions and hard work also helped her build new perspectives on her business. “We got counsel from them to build up the part we were missing. If you are a service business like us, you think you don’t need a supply chain, for example. Until you answer those questions in the assessment that they gave us. That in itself opened my eyes the most. It gave me a different perspective. And you need all the perspective you can get.”
Since we are talking about Action, we shouldn’t be surprised by how fast she is putting everything she learned in the service of her community! She is working with partners to expand the Black Marketing Initiative into the Black Business Lab. They applied for grants and are developing an asset map for the Black Innovation Corridor. The project has the support of some of her largest clients, including NANCo Aero–an aerospace company creating a “flying car”; South Union CDC–a STEM Foundation for youth and seniors with a solar co-op; and The Fish Bowl Experience–a pitch competition that gives away up to $50,000 in funding to small businesses owned by college students, veterans, and entrepreneurs with serious hustle.
“The ability to be who we are, take action on the things that matter, and impact is a blessing. We can build business models that can be used by the world to improve the world while making money. The sky is no longer the limit.”
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