Hope White is the CEO of HD White Logistics and the Founder of Hope White Consulting.
As a Logistics Consultant, Hope helps companies improve operations and develop cost-effective solutions for supply chain, warehouse, material handling, and distribution issues.
As CEO of HD White Logistics, she is responsible for the operations and strategic direction of the company.
Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia, it’s time for GWBC Radio’s Open for Business. Now, here’s your host.
Lee Kantor: [00:00:18] Hey, Lee Kantor here. Another episode of Open for Business, GWBC Radio’s show, where we spotlight business owners doing amazing things that are part of the GWBC community. And this show will be no exception. We got today Hope White with HD White Logistics. Welcome, Hope.
Hope White: [00:00:38] Hi. How are you doing today?
Lee Kantor: [00:00:41] We are doing well. How about you? Tell us about HD White Logistics. How are you serving folks?
Hope White: [00:00:48] So, we are a third party logistics provider here out of McDonough. We provide trucking assets in the form of dry van, flatbed, and reefer. Since COVID-19, we have been supporting our small businesses and non-profit organizations with truck load services with some COVID supplies. So, that’s how we’ve been doing our part here with COVID-19.
Lee Kantor: [00:01:14] Yes. So, that has disrupted a lot of industries, a lot of organizations. Have you had to make any kind of drastic changes in your operation? Any pivots since this crisis began?
Hope White: [00:01:27] Yeah, definitely, we’ve done some pivot. So, we are working from home. We’re working virtually, which is working out pretty well because we can do everything from the internet as well. It did impact some of our marketing and sales piece because we did do a lot of conferences and networking events. So, we’ve had to turn to, of course, LinkedIn, and then set up Zoom calls of that nature. And then, from the sales perspective or business perspective, we were onboarding maybe three or four very large contracts. And when COVID hit, everything ceased. And we understand what happened, but we lost a great deal of sales there when COVID hit.
Lee Kantor: [00:02:13] Right. And that’s one of those things where it’s no fault of anybody, no fault of anything but the circumstance that we’re in. And then, a lot of businesses have had to adjust and create additional kind of revenue stream, some of them out of thin air. Do you have anything going on where you’re able to create revenue while not doing some of that work that you had already planned to do?
Hope White: [00:02:38] Absolutely, absolutely. So, one of my other revenue streams is training and consulting. And so, although COVID took our mainstream out, I was able to create a product of an online course, which I probably had been putting off for a little while, but our online course were training for people who were interested or companies that are currently in logistics and transportation understanding the industry. So, I actually launched online course, as well as a consulting piece to my business. So, that has picked up tremendously. We’ve actually done two other podcasts on large supply chain platforms. And so, that has really been driving us forward and keeping us afloat.
Lee Kantor: [00:03:28] And those are good lessons for business owners out there that some of those things that were on the back burner, you might want to move to the front burner, and then just kind of play it out and see. You never know because when this thing ends and it will end, that could be a part of your business going forward that maybe you had thought you’d like to do but is now just kind of an active part of your revenue streams.
Hope White: [00:03:53] Right. Definitely, definitely. Like really, just to be honest, I procrastinated on that online class forever. I put up all kind of blocks and fears, which we tend to do as entrepreneurs is we have all these blocks. But when COVID happened, and I had to scale back and sit down, per se, there was no other reason but to do it. And it actually took me about two weeks. My first launch was in Milwaukee. We had some challenges with the launch of the website but we all have time now. And so, we just went back. We built the site and they’ve been going successful now. So, yeah, definitely, we’ll be going up for a consistent piece of the business now – the consulting and the training team.
Lee Kantor: [00:04:44] Now, you mentioned that relationships are important in your work during normal times. And you mentioned maybe you’re active on different channels or maybe using them more, maybe more often or more frequently nowadays. Can you talk about maybe some tips for our listeners on how to kind of keep up those relationships and stay top of mind during this crisis?
Hope White: [00:05:09] So, part of my business, which is logistics, more of my business is logistics and transportation, msot people focus on sales – sales, sales, sales, sales, sales. I’ve always been at HP White Logistics a relationship person. And right now, what the world needs is relationship and empathy; not fake empathy, but true, genuine empathy. My clients are coming to me now or my students that I partner with now, I’ve just advised that in order to move your business forward during COVID and after COVID is to come with your arms extended out to your potential customers or those that are in need. Have your hands extended out with help, with the solution, and not necessarily add to the problem that’s currently going on. And so, we’ve been able to continue a lot of the relationship that we were already building because we’re now providing solutions to those customers in a way that they weren’t always prepared with COVID-19.
Intro: [00:06:17] Now, has this opened up maybe new partnerships or maybe looking at some kind of complementary business people that maybe you weren’t working with? Maybe, now, you introduced yourself and build a relationship around?
Hope White: [00:06:31] Absolutely. My business specialty is driving and freight, like retail, grocery, electronic, and some flatbeds. We had just gotten into heavy haul services, [indiscernible], which I know some people, that’s probably a little foreign, but that’s what we had taken on prior to COVID. Well, since COVID, when COVID hits, a lot of truckers or logistics industry pivoted towards the essential item, leaving the non-essential items available to still need work. And so, we have now stepped over into the pool of hazmat because you had all the chemical companies that were still needing that moved, the cargo moved, and we were there to assist. So, then, now we added a new specialty, which is hazmat.
Lee Kantor: [00:07:31] And that’s brand new to HD White Logistics, right? Like this is now an opportunity that you were able to kind of serve that market. And then, again, when this thing’s over, now, that’s another tool in your toolbelt, right?
Hope White: [00:07:45] Absolutely, absolutely. It’s another tool in our toolbelt. We’re going to season that tool and definitely push it forward after COVID as well. So, I know some people, not with the help side of it, but from a business perspective, some people have kind of been damned. And it’s because I feel like they weren’t prepared, and no one was really prepared. Let me not say that. But I want to encourage everyone to take the opportunity to pivot and look into those things that you have fear behind in your business, and those are actually the things that will help you sustain durign this time.
Lee Kantor: [00:08:28] Now, let’s talk about your training opportunity that you’ve opened up. You built this course. Who is the ideal kind of learner for this course?
Hope White: [00:08:38] Okay. So, my consulting is hopewhiteconsulting.com. An ideal clientele for my course is those who are currently in the industry. So, a driver; a supply chain corporate associate who’s wanting to come up the supply chain from logistics, and want to start their own logistics company, and not really understanding how it works on the entrepreneur side; or a family-run trucking company that they want to scale the business to the next level, take it maybe from the carrier side to the broker side or even warehousing or cross backing, but understanding that piece of the industry. So, we’re kind of diverse with our customers with maybe the entry level, maybe seasoned owner or operator in logistics transportation, and then your corporate entities that’s coming out of the corporate into their own business.
Lee Kantor: [00:09:36] And then, by taking this course, how will that help them either create additional revenue or maybe just give them more contacts in the business? Like what’s the benefit of taking the course? What can they expect?
Hope White: [00:09:50] So, my course, my background, let me give a little bit of background on me, I’m from supply chain. I worked with big-box retail for five years, actually, in logistics and transportation. And so, what I found my personal experience coming out trying to start my own business, particularly in freight brokering and transportation, on the private, information and education is limited. The resources, people weren’t so open to giving, I guess you could say, the tricks of the trade. With my course and with partnering with me, I actually have a genuine passion to help people understand the industry, so that, ultimately, we provide the end goals to the customer, which is the best service.
Hope White: [00:10:38] Coming from Home Dept, working for five years, in that role, I noticed that there were a lot of logistics providers that the dollar was the goal versus the service to the goal. So, coming and working with my organization and learning from me, you learn how to have a sustained long-term logistics business versus just chasing the dollar. And so, we provide the who, what, when, why and where of logistics, how to get started, what happens when your business gets started, who’s your target customer, specialized in your market, invoicing, sales. We go through everything. I even offer long-term consulting services after the course. So, it’s not a one-time just come learn the information and you’re done. For the life of the relationship, the student has access to our services to help them be successful in their business.
Lee Kantor: [00:11:35] Now, how long does it take to complete the course?
Hope White: [00:11:38] So, we offer two different course types. We offer online, and we offer in-person. The in-person course is a four-day course hosted here in Atlanta. It’s four days, eight hours, and five different instructors. And then, the online course, it’s four different packages. So, it depends on what the student this wanting. Some people already have some knowledge coming to us. We understand that, so we broke the packages out. But the online course, those are from two hours all the way up to a 16-hour online course that can be split across three or four days. It just depends on the student. It’s self-paced.
Lee Kantor: [00:12:17] So, you can go at your own pace. So, you can-
Hope White: [00:12:19] You can. It’s self-paced. So, you may take those 16 hours and turn them into eight. It’s up to you.
Lee Kantor: [00:12:26] Right. So, now, talk about GWBC. How have they helped you through this crisis and helped you grow your business?
Hope White: [00:12:34] Oh, wow. So, GWBC is probably one of the best decisions that I could have ever made for my business, becoming a member. GWBC, during this crisis, has kept me informed as far as the financial piece with the benefits of applying for the SBA loans, and grants, and awards that’s out there. Make sure that I’m keeping my brand facing forward for my customers or potential customers out there. And then, GWBC has given me this platform to have this interview today to get my brand further out there during this crisis when some small businesses are overlooked. GWBC provides that platform for a business like mine who was up against larger logistics competitors for clientèle to see me as a very viable logistics provider. So, I am so grateful for GWBC and, obviously, I will sing it praises from the rooftop.
Lee Kantor: [00:13:39] Now, how did you become aware of that? Because some companies, especially women-owned companies aren’t aware of them. How did you become aware of them? And if you could tell those women-owned businesses that aren’t familiar the importance of getting involved with a group like them?
Hope White: [00:13:58] So, I became aware of GWBC, of course, through my women-owned certification through WBENC, GWBC’s entity under WBENC. And so, last year, I had heard just through like people talking on social media about women-owned certification, women-owned certification. And so, I did my research to find different organizations that certify women-owned businesses. And GWBC stuck out to me with the things that they will offer and the corporate partners that they will partner with. There were definitely customers that I will targeting, and so I wanted to align myself with an organization that had those type contacts, and could grow me, or mentor me in the direction that I need to be to do business with these clientèle. And it has worked. Since me becoming a member of GWBC, I was recently awarded a large contract with Georgia Power for heavy haul services. So, again, I will forever sing the praises for GWBC off the rooftop.
Lee Kantor: [00:15:10] Now, for the people that aren’t familiar, this is one of the big benefits for the small to mid-sized company is they give you the tools and the connections to penetrate these large organizations that for the smaller firm, it’s difficult to know what’s what, and the strategies, and the techniques to kind of build relationships within these large companies, right?
Hope White: [00:15:37] Right.
Lee Kantor: [00:15:37] And they give you kind of like the secret map in, right, to how you kind of get through all the clutter and to stand out. And they really have a real shot at doing business with these larger firms.
Hope White: [00:15:50] Right. So, you hit the nail on the head. That has been one of the most comfortable things about me being a member of GWBC. When we have, say, the Tables of 8 or different networking events that GWBC have, if you’ve been targeting a specific customer, then you all are placed in the same room, and the environment is very natural. The conversation is very natural. You don’t forced. You just have to be prepared as a business owner to make that connection. Now, granted, you may not just find a contract or do business immediately then, but that relationship is formed with those type networks and events. So, through those type events with GWBC, I’ve been able to leverage those relationships, and then foster them to eventually get some business there.
Lee Kantor: [00:16:42] Right. It’s not the magic wand that you just show up and you get these contacts. But if you’re a good business person and you’re proactive, there’s a lot of opportunity at your fingertips if you just deliver on what you’re promising, right?
Hope White: [00:16:58] That’s right. That’s right. And that’s another piece with being a member of GWBC. They’re going to give you the platform, but what you do with it is very important. So, being a member of GWBC, yes, you’re gonna get that connect but you need to follow up as a small business owner. A lot of small business owners, we are intimidated sometimes by large corporations. So, once that initial contact comes in, we don’t know what to say. You have to keep that, you have to strike one at a time. You have to keep that card going. Send a card, or a lunch invite, or a thank you note, or something to let that corporate know and GWBC know that you’re grateful for that connection.
Lee Kantor: [00:17:42] Good stuff. Well, Hope, that-
Hope White: [00:17:44] So, that-
Lee Kantor: [00:17:44] Go ahead. I’m sorry.
Hope White: [00:17:45] Go ahead. I’m sorry.
Lee Kantor: [00:17:45] Well, Hope, it sounds like you are doing what good business people do. They figure out a way. They don’t say, “I’m just going to sit here and wait this out.” You just keep trying different things until you find things that work. And congratulations.
Hope White: [00:18:04] Thank you so much. I appreciate it.
Lee Kantor: [00:18:07] Now, if somebody wanted to learn more about HD White Logistics, whether it’d be your normal day job of doing logistics or if they want to take advantage of this training course, what is the website to find you?
Hope White: [00:18:19] So, my website is hdwhitelogistics.com. For consulting and training, it’s hopewhiteconsulting.com. And then, we also can be found at @hdwhitelogistics on IG, and as well as on Facebook and LinkedIn.
Lee Kantor: [00:18:36] Well, good stuff. Thank you so much for sharing your story today, Hope.
Hope White: [00:18:40] Thank you.
Lee Kantor: [00:18:41] All right. This is Lee Kantor. We will see you all next time on GWBC Radio
About Your Host
Roz Lewis is President & CEO – Greater Women’s Business Council (GWBC®), a regional partner organization of the Women’s Business Enterprise National Council (WBENC) and a member of the WBENC Board of Directors.
Previous career roles at Delta Air Lines included Flight Attendant, In-Flight Supervisor and Program Manager, Corporate Supplier Diversity.
During her career she has received numerous awards and accolades. Most notable: Atlanta Business Chronicle’s 2018 Diversity & Inclusion award; 2017 inducted into the WBE Hall of Fame by the American Institute of Diversity and Commerce and 2010 – Women Out Front Award from Georgia Tech University.
She has written and been featured in articles on GWBC® and supplier diversity for Forbes Magazine SE, Minority Business Enterprise, The Atlanta Tribune, WE- USA, Minorities and Women in Business magazines. Her quotes are published in The Girls Guide to Building a Million Dollar Business book by Susan Wilson Solovic and Guide Coaching by Ellen M. Dotts, Monique A. Honaman and Stacy L. Sollenberger. Recently, she appeared on Atlanta Business Chronicle’s BIZ on 11Alive, WXIA to talk about the importance of mentoring for women.
In 2010, Lewis was invited to the White House for Council on Women and Girls Entrepreneur Conference for the announcement of the Small Business Administration (SBA) new Women Owned Small Business Rule approved by Congress. In 2014, she was invited to the White House to participate in sessions on small business priorities and the Affordable Care Act.
Roz Lewis received her BS degree from Florida International University, Miami, FL and has the following training/certifications: Certified Purchasing Managers (CPM); Certified Professional in Supplier Diversity (CPSD), Institute for Supply Management (ISM)of Supplier Diversity and Procurement: Diversity Leadership Academy of Atlanta (DLAA), Negotiations, Supply Management Strategies and Analytical Purchasing.
Connect with Roz on LinkedIn.
The Greater Women’s Business Council (GWBC®) is at the forefront of redefining women business enterprises (WBEs). An increasing focus on supplier diversity means major corporations are viewing our WBEs as innovative, flexible and competitive solutions. The number of women-owned businesses is rising to reflect an increasingly diverse consumer base of women making a majority of buying decision for herself, her family and her business.
GWBC® has partnered with dozens of major companies who are committed to providing a sustainable foundation through our guiding principles to bring education, training and the standardization of national certification to women businesses in Georgia, North Carolina and South Carolina.