Fueling Dreams with Faith and Finance: NJ Urban News CEO Shares Path to Business Success

On October 23, 2024, NJ Urban News Co-Founder and CEO Penda Howell, along with a panel of successful business owners, dropped nuggets of knowledge for aspiring entrepreneurs on how to fund their dreams at the Cross Training Conference. “While passion is essential, it must be paired with strategic planning and creative approaches to securing funding,” said Bishop Michael H. Odom Sr., host church pastor and one of the conference organizers. 

Howell explained that his interest in starting his own business was born from the desire for financial independence, but he initially lacked the confidence to enter entrepreneurship. He worked full-time during NJ Urban News’s first two years of operation. Howell did consulting work for media companies to earn extra money to fund what is now a leading online media source for stories that impact the Black and Brown communities in the Garden State.   

The panel discussion was part of a three-day conference hosted at Wholelife Community Church in Totowa, where Bishop Michael H. Odom Sr. is lead pastor. Sponsored by the Sons & Daughters Legacy Collective, secular and non-secular business owners shared their business experiences and advice on funding to a crowd of more than 30 people on day one of the conference. “We are in times of uncertainty. What I have found that helps people in times of uncertainty is information that assists them in navigating those times..“ said Pastor Jason Moody, conference organizer and pastor of Christ Covenant Church in Paterson. 

The panel was moderated by Paula Alford, MBA, owner of a successful marketing group and Chairwoman of the Housing Authority of Paterson. “Entrepreneurship has to be a spiritual journey. Prayer life is everything.” Alford stated. Commenting further on faith to start a business, she continued, “You want God to give you a cake, but he has given you the flour, eggs, and sugar and says I have given you everything you need to make the cake, now put it in the oven. Do it [start the business].” 

As publisher of NJ Urban News since 2018, Howell said the best sustainability advice for any business is to structure and operate it from the beginning, including accounting, taxes, and standard operating procedures. 

Other participants on the panel included logistics entrepreneur Jerry Wilder Jr. and non-profit entrepreneur Pastor Carolyn McCombs. Wilder explained that he presently works full-time while operating his business. Alford chimed in that your full-time job will and should fund your business, especially in the beginning, and the pro bono work that you may find yourself doing at that time makes you a master at what you do.

Funding Your Passion sparked fires among aspiring and current business owners in the audience. The co-owner of Grace’s Safe Haven, Minister Jada Laws, said the evening inspired her to continue her entrepreneurial journey. “I am right on target. I learned so much about business tonight. I just have to push through.” 

Aspiring business owner Danielle Burgess said she thought she was coming to the church that night for Bible Study but was pleasantly surprised at what she learned. “It’s not often something I hear in business – where to get the money- so that was really a blessing for someone aspiring to be an entrepreneur,” Burgess said.

As the Sons & Daughters Legacy Collective gears up for Cross Training Conference 2025, Odom reflects on entrepreneurs’ individual journeys, highlighting how faith, persistence, and adaptability turn passions into real-world business results. 

Follow Whole Life Community Church on all social media platforms for Cross Training 2025 updates.