Author/s: Nicole Spencer
Issue: June, 2003
When Dionne Muhammad showed up for her regular hair appointment with her friend, Atlanta celebrity stylist Gail Hudson, she had no idea her life would change. A tip from the stylist led Birmingham, Alabama, native Muhammad to a position as a personal assistant to the wife of an NFL player. In 2001, Muhammad--with a bachelor's degree from Alabama's Auburn University and an M.B.A. from Brenau Women's College in Gainesville, Georgia--launched Celebrity Personal Assistants, Inc., the first African-American female-owned lifestyle-management firm in the South. "Consultants" at CPAI are specialists in areas such as concierge services, public relations, marketing, administrative assistance, human resources, business management and event planning. With ten consultants working on various projects, the company's revenue the first year was $300,000 and it has continued to grow.
LAYING THE FOUNDATION: "When I began CPAI, I didn't seek loans or investors. I bootstrapped it all the way, using $120,000 that I had set aside as part of my exit strategy when I worked in management at engineering and software companies."
WORKING THE PLAN: "Networking is important. I joined organizations like the National Association of Black Female Executives in Music and Entertainment (NABFEME), purchased directories that listed the names of industry professionals, developed target markets, and started cold-calling sports agents, entertainment attorneys and music executives requesting meetings."
GLOBAL REACH: "We assist clients all over the world. They can hire a publicist or they can hire us to assist them by simply calling our 24-hour concierge line. Consultants do everything from coordinating complex travel arrangements--including chartering planes and helicopters and renting homes--to organizing appointments and schedules. My passion has always been on the creative side. And now I'm doing what makes my heart sing: helping people manage their lifestyle, image and business affairs."
COPYRIGHT 2003 Essence Communications, Inc.
