The District Chronicles

Issue date: 12/1/05 Section: BUSINESS

Media Credit: Freddie Allen/District Chronicles Ford is the president of the Howard University Entrepreneurial Society in Washington, D.C.

Media Credit: DC Staff

Three years ago, Augustus Ford worked at FOX 5 News station as a security guard. Even though the hours were great and he liked his supervisor and co-workers, Ford dreamed of starting his own business one day. Constantly on the look out for opportunities, Ford noticed that women from all walks of life would flock to his supervisor on a regular basis.

The women were excited, some cracked jokes, but all of them were buying. Ford learned that his supervisor sold natural fragrances and soaps and, still curious, he decided to buy a bar for himself.
Ford opened the box and inhaled a warm inviting fragrance. The aroma was a soothing, exotic blend of mango and orange sherbert. After one whiff, Ford fell in love.

"My eyes got big and turned into dollar signs." Ford said with a smile. "I knew immediately that I could sell this product."

The Northwest DC native started Clear Shea selling shea butter products that are manufactured by Nubian Heritage. Nubian Heritage makes natural products, like soap, lotion, and body wash that are not animal tested. Like Clear-Shea, Nubian Heritage is also an African-American owned business.

"I was about supporting a Black business that helped me," Ford said about his choice to stick with Nubian Heritage product line.

Like many with dreams of being self-employed, Ford made his fair share of mistakes early on as he navigated the perilous waters of ownership. After abysmal sales due to a pricing misstep at the 2003 Unifest celebration in Southwest DC, Ford went back to the drawing board and drafted a marketing plan.
This blueprint mapped out a strategy that would enable him to reach the people that would use Clear Shea products the most and to set prices based on what his competitors charged for similar products.

Ford, a student at Howard University's School of Business, saw the great potential to sell his fragrances and sweet-smelling lotions on campus, where more than 60 percent of the student body is female. When campus sales began to fizzle after starting off with a bang, Ford knew that he needed to fine tune his approach.

"It's hard to build a business just on students, because sometimes their funds are limited." Ford said.

That's when the young entrepreneur decided to take his business off the yard and into classrooms and offices on campus. This strategy proved to be a win-win situation for Ford. Not only did faculty and staff members have greater buying potential than students, but many of them were also interested in helping Ford develop as a salesman.

"Sometimes they'd pull me aside and say, 'use your charm, smile, and always carry your product with you.'" Ford said.

Currently, Clear Shea products can be ordered online at www.clear-shea.com and after further market analysis, Ford will open his own retail outlet in a mall or shopping plaza. Ford encouraged any would-be entrepreneurs to hold a full-time job until their business is financially strong enough to sustain itself and pay for their personal expenses. So, like his old supervisor at FOX 5 News, Ford holds a full-time job and builds Clear Shea on the side.

"I decided that if I'm going to make it, it's going to be hard. It's a very emotional experience that you must be passionate about."

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