Johnathan Carthon, winner of the 2005-2006 MillerCoors Urban Entrepreneurs Series’ Top New Business Concepts, was recently honored by Harvard Business School’s African American Student Union for his innovative business model and marketing expertise.
Carthon, who brings nearly a decade of experience from L’Oreal USA, used his extensive knowledge of marketing and new product development to launch Beauty Genesis International and his marketing and branding venture, The Concept Engineers.
Carthon shared with rolling out his winning strategies for business competitions.
How did the MillerCoors business grant help your company?
It’s been really invaluable for helping me to grow my business. At the time, we were between needing more products in production and needing to expand distribution.
With the $20,000 business grant, I was able to order additional products that allowed us to secure distribution in more than 450 Walgreens stores across the country.
There’s nothing that I’ve seen out there other than the Miller Brewing Urban Entrepreneurs Series competition that really gives small businesses the opportunity to get seed money to expand.
How do you define success?
I’ve won several competitions, MUES, and the Harvard African American Student Council has a scholarship program for Harvard University and I won an $8,000 business grant from them. People say that I’m very successful because I’ve won different competitions and I’ve been recognized, but for me, I am successful when I see that a consumer gets my ideas.
I also think the number one thing that would make me feel even more successful is when I make my first million!
What is your secret to winning these business grant competitions?
I’ve been very privileged because of my experience. I’ve worked for the No. 1 beauty company in the world doing brand marketing and brand management. I’ve been able to take those skill sets and learn how to build marketing plans … pulling all of those different experiences together and [packaging] them has been my key to success.
What is your advice for winning business competitions?
I’ve also been on the judging end of the business competition. I was a judge for the MUES competition, and one of the biggest things that [entrants] forget to do is bring the idea to life. People hear what you’re saying about your product or concept, but you have to show them.
Carthon’s business portfolio includes Entwine Naturalle Couture, www.entwinecouture.com, a product line targeted to natural and transitioning hair. Check out Concept Engineers at www.theconceptengineers.com.
To learn more about the MillerCoors Urban Entrepreneurs Series, visit www.millercoors.com.
VIDEO: Johnathan Carthon’s Biz Tip
