LaTonya Taylor turned turbulence into triumph. As a child in Richmond, VA, LaTonya was raised by a single father who quit his nine to five when my mother died to become an entrepreneur and to have more time to raise his two kids. The fear she experienced as a teen mother and the fast pace to adult responsibilities could have permanently stalled her dreams but after a stint in the real world, she was ready to step out on her own- like a boss!
Tell us about LaTonya as a young girl. What were your hopes and daydreams filled with at the time? I actually was an entrepreneur in elementary school selling candy at school which I took off of my father’s ice cream truck. In the afternoons after school I had to work on the truck with my Dad and I helped with every business he started which exposed me at an early age to entrepreneurship.
My father tried multiple businesses before finding a successful one and even though I was exposed to entrepreneurship, I hoped to be a career woman who managed a large corporation like my Mom before she died and another dream was to go to college and to become an attorney. My Mom always said I had a lot of mouth and would be perfect as someone’s attorney!
How did becoming a teen mom affect where you thought you were headed? How did your family and friends react at the time? I actually hid my pregnancy from my dad for 6 months by going to stay with my God Mother, as I was afraid of disappointing him. My father had big hopes for me to go to school, so it definitely had a serious effect on me as I was accepted to multiple colleges and it hindered me from leaving Richmond, so I settled on a two-year local college. After having the baby, I needed income so I started working to take care of my child. I found an apartment and took on the responsibility of paying rent, utilities, daycare, etc. I had to be a grown up.
Tell us about your career path before entrepreneurship came into play? Did you have any regrets initially when you left to start a business? Before becoming an entrepreneur, I was in Corporate America. After having my daughter, I took a job at a financial institution as a phone associate and I moved up quickly. After 9 months, I was a team lead and preparing for management. In eighteen months, I was a manager and relocating to Charlotte, NC with the company. Before leaving Corporate America, I was a VP with a 6 figure salary and managing multiple locations in different states. I was with the company 12 years.
There were no regrets leaving because I had hit my ceiling and as far as I wanted to go. There wasn’t any job security and it was my time to go. However, I started preparing and getting my finances in order before I decided to leave and had two years’ salary put aside so I was prepared for the departure.
Why restaurants? When I left corporate, I had already started my business before leaving. I was doing event planning, club promotion, hosting events and working on my nonprofit organization. After a year I started managing a nightclub, which led to me opening one myself. The nightclub business was tough and after a horrible experience with my landlord I decided to close my doors and open a full service restaurant and bar. After researching, I realized the restaurant business was more rewarding and fulfilling. It was also a very lucrative business with the combination of food and alcohol.
Did you have any mentors or consultants to guide you? Without great mentors, I would not be where I am because the lessons learned prevented me from making more mistakes. My mentor in the restaurant industry has been in the business over 20 years and owned over 10 clubs and bars. I get guidance from my life coach on how important it is to invest in myself and my business in order for growth.
How long before your current business was considered a success financially?
Alcove Restaurant grossed $410,000 in the first 10 months. Its successful because of my experience in this field, the great relationships that I’ve formed over the eight years and ability to get repeat customers.
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Where did you fail with your first business and what would you differently knowing what you know now? How did you know when it was time to cut your losses and do things differently and what warning signs can businesswomen in general look for when deciding to reevaluate? My first business failed because I didn’t seek my own legal guidance when I bought the business and signed a lease where the owner was the property manager. I wanted a business more than I focused on doing due diligence. I learned the importance of doing your homework and getting the partners in place before you open the doors. You must have a legal partner reviewing your documents before signing and negotiating your lease and terms. You must have a plan for how you want to succeed. Instead of focusing on the money, focus on the customer and your team. You have to be consistent. If you publish your hours, you have to be open when you say you are going to be open. Evaluate your demographics and identify your target audience to provide the right products and services that will work.
Tell us about Alcove Martini Bar? Alcove is a full service restaurant and bar providing lunch, dinner and late night entertainment. Alcove provides catering for special events.
Amenities: 8TVs, Live Entertainment, DJ, VIP Seating area, Bar, Booth and Table Seating, Specialized Wing and Martini Bar, Bottle Service, Hookah, Delivery, Pick Up, Dine In.
Did you obtain any hospitality or restaurant training prior to launching? Was there ever a day where you thought “I don’t think this is for me?” Did you have a partner or were you solo in your businesses? I never attended any formal training other than the requirements for ABC licensing and health permits certification. I’ve always had the same partner as well and partnerships can be tricky. You have to be clearly defined in all of your partnerships including roles and responsibilities.
When I first started my nightclub, I had days that I wanted to give up because I felt like I was being targeted but in reality I was being held accountable by ABC, the City of Richmond and others who I had a responsibility for, following the laws and rules.
Did you run into any specific issues in a male dominated industry either due to gender or race? Did you feel you had to do more to prove yourself in order to get your foot in the door? Being in a male dominated industry, I found myself in the beginning as one of two women promoters, club manager and owners in my city. I believe I opened the door for others to follow because we have more women in the industry. The men in the industry respected me because I bought an extensive background in management, customer service and professionalism. I am well respected because of the results I’ve delivered with multiple successful nights, being innovative and building a brand.
Tell us about your She’s a Boss Network and DREEMS Foundation, their missions and what they offer 
in programs and services to women and girls. What will a woman in the network gain and does the program provide specific training and guidelines to an end goal of actually owning a business or creating a business plan? She’s a Boss Network is a movement designed for women to connect, collaborate and celebrate our successes. The network provides tools and resources to empower women to reach financial freedom through business ownership.
She’s a Boss Network is a program to assist new and aspiring entrepreneurs with a coach and mentor. Every woman needs a coach and champion in their corner reach their full potential. The network offers events, workshops, seminars and speaking engagements and in women also earn he opportunity to win free events.
She’s a Boss Network goal is to assist 100 women with starting a business in 2016.
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The DREEMS Foundation mission is to assist girls in Developing Positive Relationships, to be Empowering & Elevating girls to young ladies through Mentoring services. “GIRLS in Training”.
The DREEMS Foundation is a ministry to rebuild troubled girls who have been broken through external situations. DREEMS provides resources, tools and services to uplift them by empowering and elevating each one with the power to live a healthy life of purpose. Providing youth with a program beyond the classroom for a minimum of a year provides additional focus around building identity, character and making healthy life choices to further themselves beyond school. Through the mentoring program we are reaching a broad range of students from 6th – 12th grades.
What is your next 5-year plan for your business? Expansion? More locations etc.? To create a hospitality learning center to providing education on the industry to include internships, and on the job training. There is a 3 location plan to open other locations in NC, DC and MD markets. To be a leader in the industry with the reputation of outstanding service and product.
What advice would you give to a woman considering a hospitality/restaurant/food industry based business? I recommend women to work in the business, get experience and exposure from the ground up. Get a coach or mentor to guide you. Identify what you want to remembered for in this industry and focus on that by doing the work. Create a plan and stick to it. Don’t waver away trying to be like someone else. Focus on your niche and expertise and lead your business and team. Make customer focus a priority.
What do you want your legacy to represent? My family is my legacy. I want to be able to say I raised two young girls who have been taught how to survive and pioneer. I want them to be able to carry on what I started with empowering women, supporting women and helping women. I want to be remembered as life changer.
For more information on LaTonya including booking and her endeavors visit www.latonyataylormade.com.
