The WBENC Women of Color Incubator is a premier program for aspiring entrepreneurs at Historically Black Colleges and Universities, offering the resources, community, and support needed to turn ideas into thriving ventures. This transformative program goes beyond traditional support, fostering creativity, resilience, and ambition while inspiring future innovators.
The curriculum guides participants through every stage of their entrepreneurial journey, from refining ideas and mastering financial strategies to building prototypes and launching ventures. The program culminated in an exciting Pitch Competition, awarding seed capital and all-expenses-paid trips to the 2025 WBENC National Conference in New Orleans, connecting winners with a network of over 4,000 attendees.
The WOC Incubator Pitch Competition at Howard University, brought to you by Cummins and Marriott International, was a dynamic showcase of the university’s brightest entrepreneurial talent. We are excited to highlight the three outstanding winners in this article and explore their innovative business ventures.
Pitch Competition Award Winner: Ssanyu Lukoma│ Brown Kids Read
Brown Kids Read is a non-profit organization dedicated to empowering the next generation of leaders through literacy and social impact. Founded by Ssanyu Lukoma at age 13, our mission is to distribute as many free, diverse books as possible to young readers across the country. To date, we’ve distributed over 11,000 diverse children’s books, and in 2025, our goal is to distribute 20,000 more. Through our flagship program, The Impact Institute, we provide high school students with leadership training and hands-on experience in fundraising and advocacy as they host their own virtual book drives and distribute over 100 diverse books each.
We collaborate with corporate sponsors to host book drives through their employees, ensuring that diverse stories reach children in underserved communities while fostering meaningful conversations about representation and inclusion. Brown Kids Read believes that every child deserves to see themselves in the books they read and to gain a broader understanding of others, using literature as a bridge to promote unity and awareness.
Q: What inspired you to start your business?
As a child, books weren’t just entertainment for me; they were a way to explore the world, understand others, and dream beyond my reality. But when I was 12 years old, I had a conversation that changed everything. A close friend, who was Puerto Rican, told me that he didn’t like reading anymore because he never saw kids like him in the books at our school. That hit me hard.
I had always taken for granted the diverse stories my parents made sure I had at home, but his words made me realize that not every child had that privilege. That moment sparked something inside me — I knew I wanted to take my love for books and turn it into something bigger, something that could make a difference in my community. I wanted to ensure that no child felt unseen in the stories they read.
That’s how Brown Kids Read was born. What started as a small idea to share diverse books at 13 years old has grown into a movement to empower young readers and future leaders. My goal has always been to make sure that every child, no matter their background, can pick up a book and see themselves reflected in its pages while also gaining insight into lives different from their own.
Q: What challenges are you facing building your business, and how are you overcoming them?
One of the biggest challenges I faced in building Brown Kids Read was learning to harness the power of delegation and team-building. For a long time, I struggled with the idea that no one else could fully see my dreams and goals the way I did. Letting go and trusting others to contribute was difficult because I wanted everything done my way. However, I realized during the summer between my freshman and sophomore year at Howard University that I couldn’t limit Brown Kids Read’s potential by trying to do it all myself. My mother had been telling me for years that I needed to replicate my vision in others to successfully expand Brown Kids Read, but it was only when I started attending college and encountered so many more opportunities, that I decided to listen.
When I returned to campus for my sophomore year, I made it my mission to build a team that could help me serve Brown Kids Read better. I strategically brought on eight Howard University students whose strengths complemented my weaknesses, allowing us to grow in ways I couldn’t have achieved alone. Their support made it possible to refine and elevate our flagship program, The Impact Institute, and turn it into a pitchable concept. Without them, I wouldn’t have been able to participate in the WOC Incubator, which was a pivotal opportunity for Brown Kids Read’s growth.
I’m so grateful for my team and I’ve learned that true leadership isn’t about doing it all; it’s about empowering others to contribute their skills and perspectives to a shared vision.
Q: How has being part of the WOC Incubator influenced your approach to entrepreneurship and innovation?
In my pitch, I emphasized that The Impact Institute focuses on three key pillars: simplicity, scalability, and tangible impact. The incubator helped me bring those concepts to life by providing the structure and strategic insight needed to align them with Brown Kids Read’s mission.
Through the program, I gained a deeper understanding of the mechanics behind building a strong business model — how to simplify processes, scale operations efficiently, and create measurable outcomes that resonate with both our community and corporate partners. These lessons were critical in engineering Brown Kids Read to maximize its impact, ensuring that every book we distribute and every student we train contributes to meaningful change.
The incubator also provided mentorship and resources that helped me refine my leadership skills and develop a more sustainable framework for Brown Kids Read’s growth. Thanks to the support of my team and the insights gained from the program, I now approach entrepreneurship with a sharper focus on long-term sustainability and impact-driven innovation.
Q: What key elements do you think made your pitch stand out?
My pitch stood out because I strategically highlighted Brown Kids Read’s strongest points right from the start. I knew that capturing the judges’ attention meant emphasizing key elements such as founding the organization at just 13 years old, our proven impact with 11,000 books distributed, and the success of our virtual book drives throughout 2024. These elements showcased not only our credibility but also our ability to scale effectively.
Additionally, my experience as a professional speaker played a large role in my confidence and delivery. I was able to convey my passion with clarity and energy, ensuring that my message resonated with the judging panel. The adrenaline and excitement of being on stage fueled my enthusiasm, making my pitch engaging and dynamic.
Brown Kids Read was also unique because we presented a clear and actionable plan for scaling in 2025. I wanted to make sure the panel understood exactly where their investment would go, demonstrating our readiness to take the organization to the next level with well-defined steps and goals. I wanted to provide a combination of storytelling, data-driven impact, and a solid growth strategy and thankfully it was successful!
Business Innovation Winner: Arianna Stewart│ MelaninBiz
MelaninBiz is a groundbreaking consulting and marketplace platform dedicated to empowering and celebrating minority-owned businesses. Founded by visionary entrepreneur Arianna Stewart, MelaninBiz provides a dynamic year-round online marketplace, and quarterly in-person events designed to amplify the visibility, revenue, and growth of small and minority-owned businesses. By connecting these businesses with customers who value innovation and excellence, we create a thriving network for entrepreneurial success.
More than a marketplace, MelaninBiz is a driving force for transformation. We empower entrepreneurs with tailored support in branding, business development, and financial literacy. Through expert-led guidance and hands-on workshops, we equip businesses with the strategies and tools needed to overcome challenges, seize new opportunities, and achieve sustainable success. MelaninBiz is where legacy meets innovation, building a future where minority-owned businesses lead with excellence and thrive without limits.
Q: What inspired you to start your business?
MelaninBiz, originally named Brown Beauty, began as an idea I developed during my junior year of high school for a class project. The assignment challenged me to create a business event centered on something I was deeply passionate about. At the time, I was captivated by innovative brands in the beauty, fashion, and technology industries. During this time I came across very amazing brands such as hair services, a grills business, food business, and other businesses that were very innovative and had high quality services/products. Despite their potential, many of these brands struggled to thrive due to limited brand awareness, inadequate marketing, and scarce financial resources.
This didn’t sit right with me because I knew these businesses deserved the same space and opportunity to thrive and flourish just as much as these high profile brands. That belief became the foundation of MelaninBiz: a platform dedicated to bridging the gap between talented minority-owned businesses and their target audiences. At MelaninBiz, we provide the exposure, tools, and resources these entrepreneurs need to achieve long-lasting success and claim their rightful space in the business world.
Q: What key lessons did you learn from the mentors and peers you met during the WOC Incubator?
I learned invaluable lessons from my mentors, including how to identify customer needs, differentiate myself from competitors, and take the necessary steps to effectively launch my business. During Session 2 with Holly Chasan-Young, I gained insight into identifying customer problems and crafting tailored solutions. This process helped me narrow my focus on what minority entrepreneurs truly need to thrive, from understanding their daily challenges to pinpointing what their businesses lack and what they hope to gain from MelaninBiz. One of the most pivotal lessons was realizing that my original business name, BrownBeauty, didn’t fully capture the essence of my mission. This led to the rebranding of my venture as MelaninBiz, a name that better reflects its purpose and vision. Lastly, my mentors and peers instilled in me the importance of unwavering belief in my business. They encouraged me to adopt an almost “delusional” confidence, a mindset necessary to convince others of the value my business brings to the world and why it deserves their support.
Q: Where do you see yourself in one year? How about 5 years?
In one year, I see myself laying a strong foundation for MelaninBiz. My goal is to officially launch the online marketplace, starting with a pilot program featuring a select group of minority-owned businesses. During this first year, I want to refine the platform based on vendor and customer feedback, secure initial partnerships or sponsorships, and build brand awareness through marketing campaigns and social media. I also plan to host at least one festival or vendor event to create momentum for the business. Additionally, I’ll focus on enhancing my skills in digital marketing and event management.
By five years, I envision MelaninBiz as a thriving brand with a well-established online marketplace that serves hundreds of minority-owned businesses year-round. I aim to expand the platform’s offerings to include consulting services, curated subscription boxes, and a suite of educational resources to empower entrepreneurs. I also want to host quarterly festivals across the country, each with increased attendance and vendor participation. On a personal level, I hope to be recognized as a thought leader in promoting minority entrepreneurship, building partnerships with major corporations to amplify MelaninBiz’s impact.
Q: How has being part of the WOC Incubator influenced your approach to entrepreneurship and innovation?
Being part of the Women of Color (WOC) Incubator has significantly influenced my approach to entrepreneurship and innovation by deepening my understanding of the needs of minority entrepreneurs and how to address them. Through mentorship and hands-on experience, I’ve learned how to identify customer pain points and create specific solutions, which has shaped the development of MelaninBiz. The program taught me the importance of differentiation, prompting me to rebrand from Brown Beauty to MelaninBiz to better capture my business’s essence. I also learned how to scale my business beyond festivals, exploring innovative revenue streams like online marketplaces, workshops, and merchandise.
The WOC Incubator has sharpened my business strategy while instilling a sense of boldness and determination, fueling my commitment to empowering minority entrepreneurs and pushing me to think bigger and act with purpose.
Audience Choice: Moorea Cole│ ToGoMo
My name is Moorea Cole, but everyone calls me Mo. I am the sole operator and founder of ToGoMo, an all-inclusive cookie and ice cream customization company. We deliver sweet nostalgic treats where you can customize your cookies to desired flavor, texture, allergens, and toppings. Of course, we have classic cookies for our main menu but our main mission is to be an all-inclusive dessert company. That can allow everyone to have a choice to be included in the magic of sharing a common treat with friends that have dietary or textural differences. As someone who is a late diagnosed autistic person with sensory disorder, I felt a certain calling to include the people that have accommodations for certain foods and textures. By doing this, our mission can successfully have the ability to open the community up to people with AFRID and how they can find a safe place that gives them a sweet treat that won’t stress them. With ToGoMo, we make desserts from the heart to create a safe place for everyone to feel comfortable joy from a place of nostalgia. Plus, what better way to do it with a messy ice cream sandwich in your hands?
Q: What inspired you to start your business?
My family has inspired me in many ways to start my business. Also, many moments of self-identification helped me adapt how much customization I wanted to make available. My dad has a large entrepreneurial spirit that heavily influenced me as a child, and my best memories are when me and my mom would make cookies and get ice cream, and I learned how to bake from my grandma. So, having that background and my love for inclusivity gave me the ideas of ToGoMo.
Q: What advice would you give to other female founders just starting their business?
Some advice that I would give to other female founders just starting their business is to not let anyone deter you. If you feel like you want to take a risk, talk to other people about what they think you should do and talk to professionals specifically. At times, family and business don’t mix. It’s okay to go to your family for advice sometimes for your business but take it with a grain of salt. Search and look for a mentor or someone that you can talk to or contact to help you with the problem you’re trying to solve when making and growing your business. It is also good to have a full plan or at least a blueprint of a plan and then a sketched-out detailed plan of what you want to do with your business.
Surround yourself with a supportive network of mentors, peers, and advisors who can guide and uplift you through challenges. However, don’t rely solely on your friends or close peers for support or as your audience; they won’t be the ones to make your business thrive. Instead, focus on finding and connecting with your true audience the people who genuinely value what you offer and will help propel your vision forward.
Q: What was the biggest risk you took in your pitch, and how did it pay off? 
My biggest risk that I took in my pitch was that I didn’t write a speech, and I spoke from the heart in full transparency and honesty. I didn’t practice my pitch one bit because of the fact that I had already done my business pitch all my life. Back in high school, a couple months before the business innovation, and even with that I had practiced that pitch a lot. Also, back in the pitch ceremony I had stated that business was my life and it truly was. I literally have dreamt of this exact business, ToGoMo, since I was 6 years old. I got the business name when I was about 14 or 15 thinking about it and I created the business when I was 17. In conclusion, I have always wanted to sell the desserts that I make and have the availability for people as well, so I think my biggest risk was that I didn’t make a speech, but I also think that paid off in the end because I was confident enough in my skills of how much I knew my business. It also gave me the ability to get out of my own head and not feel tethered to a script and it made me feel like I had more room for creative interpretations. I just went out there and I was myself and I don’t think that was really a risk. I think that was the best thing I could’ve done, and I was very confident in myself that I can deliver on who I am and what I stand on and with my business.
Q: What’s next for you and your business?
What ToGoMo has in store for the future is that we want to continue to make desserts, but we want to change what desserts we make when it comes to the seasons. I also want to continue to switch out the menu with a seasonal menu and what ingredients are available at the time – such as fruit and other fresh ingredients like vegetables, like if somebody wants zucchini cookie or a carrot cookie. To be honest, the endless possibilities with flavors are infinite. We also want to make biweekly cooking classes or start to have a small class for the middle school on campus at Howard University to be able to teach the children about how you can connect with people through food and also learn valuable skills in operating the kitchen when baking. We want to continue to make more of the same ingredients but also to have a food truck to be able to be mobile and be able to get to other places and get to other neighborhoods in the community. We also want to open up to different baked goods and different seasonal baked good treats and desserts.
