MADISON, Wis. — The Urban League of Greater Madison’s Black Business Hub on the south side is still under construction, but on Thursday business owners of color were able to stop by, see the space, and learn of all the assistance available to them in the area.

“What better place to do it than a Black Business Hub?” Ruben Hopkins, chairman and CEO of the Wisconsin Black Chamber of Commerce said.

The chamber brought its “Road to Diversity Tour” to the Wisconsin Women’s Business Initiative Corporation office in the still-developing Hub.

The tour previously stopped in Racine, Appleton and La Crosse.

“We talk to basically entrepreneurs of color, and we encourage them to do what is necessary to grow their businesses,” Hopkins said.

According to the Urban League, survey data shows of the roughly 10,000 businesses with more than one employee in Dane County, only 39 of them are Black-owned.

“Our theory is that the the Black community is locked into the lowest level of a real-life monopoly game,” Hopkins said. “And you can’t play this game without the money.”

“But there are systems in place that allow you access to the money that many businesses are unaware of,” he said.

Hopkins said after touring the state, he’s heard entrepreneurs say they want to get a better handle of their financials.

“If your personal credit is not in order, if your business is not in order, you don’t understand the system that is business credit or if you don’t understand what your needs are as a business owner, you’re going to be in trouble,” he said.

Chamber leaders say business owners in Dane County can do that by taking classes at WWBIC and learning about their business loans.

Priscah Norton is a WWBIC client who, after losing her initial lease, learned she could switch her “Coffee4All” Bistro and Cafe to a catering service.

“Coming up with this idea of reaching out to our clients instead of us waiting for the customers to come into the coffee shop,” Norton said. “It’s a game changer for us.”

Now, she’s located in Stoughton. She urges other business owners of color to not give up.

“Believe me, when you start a business as a minority, you will have to shut your ears from so many voices. You know, people will always be telling you you can’t,” Norton said. “Look at me now. I’m doing better.”