Janice Malone recently earned an AARP Purpose  Prize for founding and guiding Vivian’s Door, a nonprofit to help Black owned small businesses in  South and Central Alabama.  Vivian’s Door offers capital, resources, mentors, connections, networks and knowledge to help them achieve economic prosperity.

Can you share the story behind “Vivian’s Door”? What inspired its creation, and what goals did you hope to achieve?

Malone: “Black businesses were not receiving an equitable number of contracts and work opportunities.  They suffered unique disadvantages – from economic inequality, redlining, predatory lending, and discriminatory banking practices to systemic racism.

Most importantly, they lacked the cash cushion and intergenerational wealth to endure tough times. I established Vivian’s Door as an economic justice non-profit to help these businesses build wealth for themselves and residents in their communities who have faced systemic poverty, been marginalized, and were underserved.

Behind Vivian’s Door

“Our work includes a web marketplace for businesses to create a digital footprint, business training, youth intern programs, and business growth opportunities throughout South and Central Alabama.

Who is Vivian?

Malone: “Vivian’s Door” references the civil rights activism of Vivian Malone Jones, who in 1963 defied Alabama Governor George Wallace’s attempts to deny her an education. She became the first Black graduate of the University of Alabama. Vivian’s success was due to her resilience, perseverance, and the support of her family, community, and advocates. They collectively knew Vivian was opening the door to something great for future generations.

Why do you prioritize small businesses?

Malone: “Small businesses are the backbone of our economy.

“I come from a long line of black business owners. Entrepreneurship is in my DNA. I had spent large sums of my money trying to crack the proverbial code of having a successful business as a Black female. Although my company achieved success, I would often hit a wall and couldn’t seem to go any further. I was determined to clear a better path for others like me to achieve more success.

Is there a particular success story you’d like to point out?

Malone: One of our most recent success stories is with a farmer in Central Alabama, in the heart of the Black Belt. Mr. Waymond Nettles of Prevo Beef and Cattle Farm wanted to start a sand and gravel business using the large deposit of sand and gravel on his farmland. We worked with him to create a Prevo Sand and Gravel business plan. He got approved for a loan, and the business currently employs five people with plans to increase staff to fifteen within three years.

“Vivian’s Door” appears to bridge the gap between black businesses and the resources they need to thrive. How has the organization worked to build these connections, and what impact have you seen on the businesses you’ve supported?

Malone: “Vivian’s Door advances the interests and needs of minority-owned businesses and small farmers in South and Central Alabama through an incubator and accelerator model. We have built partnerships with organizations adept at delivering services to our target market. We’re building a network of underserved businesses and a community of consumers, with supporting organizations tethered into the mix to include anchor institutions, large corporate partners, and municipal agencies, all working toward a systemic change in community support.

“We provide financial, marketing, and operational skills to create long-term success and build generational wealth. We also provide mentorship and formal training for business owners and a digital tool to help them connect to an ecosystem of opportunities and resources.

Can you describe your plans for the future?

Malone: “A lot has been happening since we won the AARP Purpose Prize! This year, we will be working with the consultants provided as support through the AARP Purpose Prize to strengthen the structure of our organization further and better prepare us for growth. We are building a marketplace that will be a central gateway for connecting our businesses with consumers, anchor institutions, and corporate and municipal partners. 

“My philosophy is “See something, do something.” I don’t think about age!”

What does “Aging with Attitude” mean to you?

Malone: “My philosophy is “See something, do something.” I don’t think about age. I value our work, keep a positive attitude, and move with a sense of purpose and confidence, finding joy in each business owner’s success.

Learn more about Vivian’s Door here.

NaBeela Washington, an emerging Black writer, holds a Master’s in Creative Writing and English from Southern New Hampshire University and Bachelor’s in Visual Advertising from The University of Alabama at Birmingham. She has been published in Eater, The Cincinnati Review, and others. Learn more at nabeelawashington.com.