We were lucky to catch up with Ayesha Williams-Islam recently and have shared our conversation below.

Alright, Ayesha thanks for taking the time to share your stories and insights with us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

My brand has gone through multiple name changes since I started what would be considered a “side hustle” back in 2001. The original name was Simply Organized because the focus was to help entrepreneurs stay organized, not only with paperwork, but also within their business space.
In 2018, I decided to drop the office space organizing and focus solely on virtual admin assistance. Around the same time, I discovered that the name I had been using since 2001 was being used by two other companies that specialized in organization services and even trademarked by one of those companies. It was time to choose a new name. A name that identified with women owned businesses, since this is where my services would be focused.
I began to play around with acronyms and settled on SHE, but still wasn’t sure of what those letters would stand for. When speaking with one of my clients, they expressed how I had made the task seem so simple and that they were pleased with how detailed the work had been. After brainstorming a bit more, the name just came to me! Simple, Helpful & Efficient. I officially registered the name in 2019 and later trademarked it.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers. What type of products/services you provide and what problem do you solve for your clients?

I am a mother, wife, published author and virtual support professional with a passion for educating Black women on how to legally start a business and maintain it. I became particularly interested in the legalities of business formation during the pandemic.

As a virtual support pro, I offered virtual admin services for small business owners, helping with back-office tasks, special projects and email management. But, when the pandemic hit, shutting everything down in 2020, my business shifted. People were losing their jobs and were forced to become more creative. For some, they were starting a new business for the first time. For others, their side hustle became their main hustle. Needless to say, entrepreneurship skyrocketed.

During this time, as we know, the government offered financial help to small businesses through loans and grants, but to receive this money you had to be a legally registered business. A lot of women in my community didn’t know how to navigate that process, so I began to offer the service of directing new business owners to the appropriate offices and government agencies for business licenses and necessary permits, helping them apply and become a legally registered business.

From there I educated myself more about business entities. I researched requirements for different states and began to learn more about trademarks. I had already assisted my best friend, one of my first clients, with LLC registration, obtaining a trademark registration for two of her businesses and started the filing process for her nonprofit, so I understood the importance of brand protection, especially for the long term.

Last year, I wrote an eBook titled ‘Trademark It’. It’s a step-by-step guide on how to file a trademark application for those who choose to do so without an attorney. One of several digital products that I offer in addition to virtual services. Currently my services focus on assistance with business set up including trademark information and monthly email management.

As a Black woman entrepreneur, I am proud to be serving and uplifting other Black women entrepreneurs. Statistically, Black women-owned businesses are the fastest-growing segment of entrepreneurs in the United States, however, lack of access to funding and other resources potentially hinder their opportunity for growth. I hope that I can play a small role with the services that I offer by providing accessible, informative, and supportive guidance to Black women entrepreneurs, empowering them to navigate the complexities of starting and maintaining their businesses successfully.

How about pivoting – can you share the story of a time you’ve had to pivot?

Well, I am going through a pivot in my business right now.

As an entrepreneur, I have experienced ups, downs, and even unfulfilling moments. I’ve learned that ultimately, it’s how I adapt to these challenges that will allow me to define my journey and continue toward success with less stress.

Recently, I made the decision to shift from offering generalized assistance to more focused services, aligning with what I enjoy the most and where I believe I can make the most impact. I’ve found great fulfillment in assisting fledgling entrepreneurs, particularly Black women, who face unique challenges in understanding what is required to start a business legally. By providing tailored guidance and support, I hope that I am able to make a meaningful difference in their entrepreneurial journey, empowering them to maneuver through the complexities of starting and maintaining their businesses successfully.

This pivot has not only allowed me to align my passion with the work that I do but has also strengthened my dedication to helping businesses grow and empowering entrepreneurs.

Where do you think you get most of your clients from?

The best source of new clients for me has been word-of-mouth referrals from previous or current clients, as well as people I know through relationships outside of business. Additionally, I’ve gained some clients through social media, particularly Instagram.

Contact Info:

• Website: https://simplehelpfulefficient.com/
• Instagram: https://www.instagram.com/simplehelpfulefficient/
• Facebook: https://www.facebook.com/simplehelpfulefficient/