The WBENC Women of Color Incubator is a premier program for aspiring entrepreneurs at Historically Black Colleges and Universities, offering the resources, community, and support needed to turn ideas into thriving ventures. This transformative program goes beyond traditional support, fostering creativity, resilience, and ambition while inspiring future innovators.
The curriculum guides participants through every stage of their entrepreneurial journey, from refining ideas and mastering financial strategies to building prototypes and launching ventures. The program culminated in an exciting Pitch Competition, awarding seed capital and all-expenses-paid trips to the 2025 WBENC National Conference in New Orleans, connecting winners with a network of over 4,000 attendees.
The WOC Incubator Pitch Competition at Virginia State University, brought to you by Altria, was a dynamic showcase of the university’s brightest entrepreneurial talent. We are excited to highlight two outstanding winners in this article and explore their innovative business ventures.
Pitch Competition Award Winner: Shelby Moore│ 1203 Naturally LLC
12:03 Naturally LLC is currently a business focused on providing loctician and hospitality services, working towards being the first loc lounge in the central Virginia area. Here we strive to provide a holistic experience for lounge, luxury, and community! With each appointment we strive to make every client feel welcomed and understood. For every event you attend there will be life-long memories and a desire for more!
Q: What inspired you to start your business?
I have always been mesmerized by the look of locs and the true personality the people who where them have. At 12:03am January 1st, 2013 I loved and felt loved for the first time and it was by a selfless dread-headed man who inspired my journey to learn the spiritually and unity of the hairstyle. In researching the style I learned that it was a way to sacrifice one’s vanity and wear the weight of their own spiritual journey. From there I began analyze and even experiencing first hand what that journey means and how the experience helps shape you as a person and apart of a collective. When I realized that there was no safe haven for dreadheads, I began working towards this grand dream of a loc lounge!
Q: What challenges are you facing building your business, and how are you overcoming them?
Challenges I have faced in building my business started as simple as my own mental fortitude and personal resolve. I spent over two decades thinking I was never good enough to be anything, succeed in anything, or be loved for anything. That way of thinking caused me to have to overcome addictions, homelessness, single parenting, abuse, and more.
Faith found me long before I ever even realized it was working to protect me through it all! I was raised as a hard worker, nurturer, and a forever student, so before I knew it I had cultivated myself into a woman who could no longer deny her worth and confronted the worst generational curses to heal so that I may heal others. Ever since then, nothing seems to be a challenge anymore – honestly its all just another stepping stone in the process. 1203 Naturally needs funds to open the brick and mortar, that challenge will be overcome by resilience, consistency, and pursuit of available opportunities!
Q: How has being part of the WOC Incubator influenced your approach to entrepreneurship and innovation?
Thanks to the Prototypes and Experiments session with Casey King and the Preparing for Effective Launch with Mia Thornton, I have been able to implement new ideas and strategies for discovering my customers wants/needs, learning what works best for my market, and implementing customer acquisitions which has helped my company grow from 1 client a week to 3-4 a weekend. Also, it has strengthened bonds with other young ladies pursuing their dreams in close proximity to me.
We have been given the opportunity to not only pitch our business for the competition but showcase the business for marketing to all who attended, along with using the winnings as another strategy to build up validation to those who may not have been previously interested.
Q: What key elements do you think made your pitch stand out?
My sons are what made my pitch stand out. I could point out anything about me that may have been different (enthusiasm, anxiety, age, etc.), but reality is I was blessed to have my boys not only watching me and cheering me on the entire way, but having THEM judge me. They were the element that demanded success, inspired confidence, and gave my pitch the element of pure love. I could be wrong, but I think nothing could beat a mother’s love!
Business Innovation Winner: Aniya Omopariola│ Snapify LLC
Snapify is a groundbreaking AI-powered platform that integrates food inventory management, personalized nutrition, healthcare monitoring, and athletic performance optimization into a unified solution. Designed for individuals, families, athletes, and healthcare professionals, Snapify’s mission is to revolutionize how people approach food, health, and performance management.
Q: What inspired you to start your business?
The idea for Snapify was inspired by my passion for sustainability and finding creative solutions to everyday challenges. I noticed how much food waste occurs in households simply because people don’t know how to utilize what they already have. Combining my skills in logistics, marketing, and problem-solving, I envisioned an app that would empower people to scan the items in their pantry, create recipes, and turn potential waste into delicious meals. Snapify is not just about convenience, it’s about making a positive impact on the environment while helping individuals save money and reduce waste.
Q: What key lessons did you learn from the mentors and peers you met during the WOC Incubator?
During the Women of Color Incubator, I learned invaluable lessons from both mentors and peers that have greatly shaped my entrepreneurial journey. From the mentors, I gained practical strategies for building a sustainable business, particularly in leveraging my unique strengths and crafting a clear, impactful vision for my brand. Their guidance reinforced the importance of resilience and adaptability in navigating challenges.
From my peers, I learned the power of collaboration and shared experiences. Hearing their stories reminded me that while every journey is unique, we all face similar obstacles and can uplift one another through support and encouragement. These connections and insights have deepened my confidence as a business owner and inspired me to continue pursuing my goals with purpose and determination.
Q: Where do you see yourself in one year? How about 5 years?
In one year, I see myself leading Snapify LLC as a successfully launched app with a growing user base and generating significant revenue. My focus will be on scaling the business, enhancing its features, and solidifying its impact as a powerful tool in reducing food waste and promoting sustainability. I’ll also continue leveraging my leadership skills and entrepreneurial drive to position Snapify for long-term success.
In five years, I envision Snapify LLC as one of the top tech companies in the industry, widely recognized for its innovation and impact. By then, I’ll be a retired Army veteran, proud to have transitioned my discipline and leadership into creating a groundbreaking company. My ultimate goal is to inspire and mentor others, demonstrating that with vision and persistence, remarkable achievements are possible.
Q: How has being part of the WOC Incubator influenced your approach to entrepreneurship and innovation?
Being part of the Women of Color Incubator has been a transformative experience, largely due to the incredible mentorship and guidance from the mentors and judges. Their expertise and insights provided me with invaluable strategies to refine my business model and approach challenges with a fresh perspective. Their feedback was not only constructive but also deeply motivating, giving me the confidence to pursue my vision for Snapify LLC with greater clarity and determination.
The mentors and judges were more than just resources—they were catalysts for my growth as an entrepreneur. Their support and encouragement helped me see new possibilities for innovation and success, making this program a pivotal moment in my journey. I am incredibly grateful for their role in helping me take my business to the next level.
