We’re excited to introduce you to the always interesting and insightful LaTasha Copening. We hope you’ll enjoy our conversation with LaTasha below.

LaTasha, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

I came up with the idea for my business during a transition period in my life. At the time, I was a voluntarily registered in-home childcare provider here in Virginia, and my daughter was starting preschool. I had completed my Bachelors in Business Administration along with an Early Childhood Education Career Studies Certificate and realized I no longer wanted to work from home. However I did know that I loved the education aspect of caregiving and wanted to stay in education — just in a different way.

I started exploring different options. I looked into becoming a substitute teacher, considered becoming a CPR and first aid instructor, and eventually started researching driving schools. Through conversations with others — and honestly, through prayer and conversations with God — I asked myself a simple question: What am I good at, and what can I share with others?

I had a great driving record, and had taken a few driver improvement classes over the years myself. I thought, I can facilitate a class. I can make this engaging, interactive, and actually enjoyable — not just something people sit through to stay in compliance. At the time, I didn’t even plan to do behind-the-wheel instruction, but as the business grew, I later became certified to do that as well.

One of the things that turned out to be unique about my approach is that this is a male-dominated industry, and I’m a woman. That naturally created a sense of comfort and trust with families — especially parents of young ladies — and helped me build strong rapport with both students and their families.

The reason I felt confident this would work is because working with young people has always been part of who I am. From being a childcare provider, to serving in youth ministry and teaching Sunday school, I knew I wanted to continue working with youth. I just needed to find the right lane. This gave me the best of both worlds — meaningful adult interaction with my adult students, while still allowing me to teach, mentor, and support young people.

It wasn’t just about starting a business. It was about stepping into something that aligned with my skills, my values, and the season of life I was in — and creating something that truly helped people.

LaTasha, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m the founder and lead instructor of Genesis Driving Academy, a Richmond, Virginia–based driving school established in 2018. What began as a passion for simply providing a driver improvement clinic—often referred to as a defensive driving class—has grown into a multifaceted education brand focused on empowerment, access, and life-changing mobility.

Genesis Driving Academy is licensed and approved by the Virginia Department of Motor Vehicles, offering behind-the-wheel training, driver education, driver improvement clinics, and driver manual courses, both online and in person. Genesis Driving Academy is proudly woman-owned and independently operated. As a female entrepreneur, I’ve built this business from the ground up with the intention of creating access, confidence, and opportunity for individuals who are often overlooked or discouraged in traditional systems.

Our mission is to help student drivers gain the confidence, skills, and knowledge they need to drive safely and independently. Whether someone is learning to drive for the first time, preparing for the DMV knowledge or road test, or working to improve their driving record, Genesis Driving Academy provides a patient, supportive, and judgment-free learning environment.

What truly sets my brand apart is our approach. I understand that driving can be overwhelming—especially for adults or individuals who have struggled in the past or failed multiple times. That’s why my teaching style focuses on building confidence through clear instruction, real-world practice, and personalized support. I don’t just teach people how to pass a test; I help them understand the road, trust themselves, and feel capable behind the wheel.

I’m most proud of the impact Genesis Driving Academy has had in the community. Over the years, I’ve helped hundreds of students move closer to employment, independence, and stability by helping them obtain or protect their driving privileges. At its core, my brand is about meeting people where they are, removing barriers, and reminding them that no matter how many times they’ve failed or how long it’s taken, there is always a path forward—and they don’t have to walk it alone.

Can you tell us about what’s worked well for you in terms of growing your clientele?

I would say the most effective strategy by far for growing my clientele has been putting consistent, intentional effort into my business and taking pride in what I do every single day. From the beginning, I focused on providing exceptional customer service, clear communication, and a supportive experience for every student and family I work with.

That level of care naturally led to word-of-mouth referrals and strong reviews, which continue to be one of my biggest sources of growth. When people feel respected, supported, and confident in the service they receive, they talk about it—and those conversations matter.

Another key part of my growth has been education. I spend a lot of time having real conversations with people, answering questions, and creating content that addresses frequently asked questions or common points of confusion. Sometimes the most effective marketing is simply explaining things clearly. By showing up consistently, being visible, and educating my audience, I’ve been able to build trust—and that trust has translated into steady, organic growth over time.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

While much of my entrepreneurial growth has come from hands-on experience, a few key books and coaching relationships have influenced how I think about ownership, discipline, and long-term sustainability. Rich Dad Poor Dad by Robert Kiyosaki was one of the earliest influences. It shifted my perspective on financial literacy, asset-building, and helping me understand that real freedom comes from creating income through businesses and investments—not solely relying on job security. Six Lessons for Success by Bob Willoughby reinforced foundational principles around discipline, consistency, and personal responsibility—lessons that directly translate into building and maintaining a service-based business.

In addition to books, coaching and community-based resources have played a meaningful role in shaping my entrepreneurial journey. Working with Sharvette Mitchell, CEO of Mitchell Productions, has helped me refine my marketing, positioning, and visibility as a business owner. I’m also a strong advocate for joining and engaging with your local Better Business Bureau, as well as business development organizations such as the Central Virginia African American Chamber of Commerce and the Metropolitan Business League. Being connected to these organizations here in Richmond, VA has exposed me to valuable resources, networks, and opportunities that have had a tremendous impact on my entrepreneurial thinking and overall growth.

Contact Info:

• Website: https://genesisdrivingacademy.com/
• Instagram: https://www.instagram.com/genesisdrivingacademy/
• Youtube: http://www.youtube.com/@GenesisDrivingAcademy