“Women Entrepreneurs Rising” Certification Initiative: An MWBE Success Story

Pre-Certification: A Daunting Process 
When Samantha (Sam) Whitehouse, owner of InnerVoice Vocal Studio in Gansevoort, first learned about the NYS MWBE program at the MWBE Regional Opportunities Expo in Syracuse two years ago, she recognized the potential it held for small, women-owned businesses like hers to expand and connect with new opportunities. While the certification process faced a backlog at that time and the requirements seemed overwhelming at first, Whitehouse saw an opportunity to navigate these challenges and position her firm for state government contracts. 

Women Entrepreneurs Rising Certification Initiative 
Things changed in March 2025, when Whitehouse saw a LinkedIn post about the Women Entrepreneurs Rising certification initiative. She signed up for an appointment and met with Mercy McInnis of the Empire APEX Accelerator the next day. That personal outreach immediately eased Whitehouse’s concerns about the MWBE certification process. She says working one-on-one with McInnis made her feel supported while navigating the application process. With McInnis’ guidance, Whitehouse successfully submitted her application and received her NYS MWBE certification in just 21 days!   

Working with an advisor “made me feel validated and added to my confidence about my business,” says Whitehouse, who considers the certification "a stamp of approval.” She also credits the process with helping her to “learn a different way to express and market my business.”  

Post-Certification - Seeking NYS Business and Securing a Contract 
Shortly after InnerVoice Vocal Studio became a NYS-certified Women’s Business Enterprise (WBE), Whitehouse spotted an interesting request for proposal (RFP) in the New York State Contract Reporter – the New York Power Authority was seeking a professional training and coaching service. Once again, Whitehouse sought guidance from McInnis, who reviewed her response to the RFP and prepared Whitehouse for a phone interview with NYPA’s procurement team.   

Once certified, Whitehouse continued to market her services by networking with NYS agencies and procurement professionals.  She also attended the 2025 MWBE Regional Opportunities Expo in Syracuse to meet procurement teams from NYS agencies and prime contractors. During that Expo’s “Matchmaking” session, Whitehouse introduced herself to the NYPA representatives. 

This was Whitehouse’s first time engaging in a government procurement process. She felt that the NYPA team genuinely cared about helping her in the RFP process, providing her with personalized assistance along the way. In early September, InnerVoice Vocal Studio was awarded the NYPA contract to provide professional training and coaching to NYPA employees--just five months after Whitehouse submitted her MWBE certification application with ESD! 

Free Advisory Service 
Mercy McInnis is a procurement counselor at the Empire APEX Accelerator, a free business advisory service based in Central New York that collaborates with ESD on its special certification initiatives. For the past three years, McInnis has acted as the lead advisor for firms seeking the NYS MWBE certification. According to McInnis, ESD’s series of certification initiatives aligned with Empire APEX’s goals to assist small businesses seeking certification and in acquiring government contracts. 

McInnis responded quickly to Whitehouse’s request for help with her MWBE certification application under ESD’s Women Entrepreneurs Rising certification initiative. During their meetings, she sensed Whitehouse’s nervousness about the application process but also confirmed her client’s business ambitions and skill at marketing and branding her services. After InnerVoice Vocal Studio became an NYS MWBE-certified firm, McInnis continued to guide her throughout the RFP process with NYPA that led to a successful contract in September 2025. 

Seeking MWBE Vendors 
William Choi, Director of Supplier Diversity at NYPA, looks for MWBE vendors whose proposals offer solutions that meet both NYPA’s goals and budget.  Choi and his procurement team regularly participate in ESD’s events to seek vendors for their agency’s projects across the state. According to Choi’s team, ESD’s Expo-based “matchmaking” sessions offer organic opportunities for their teams to meet MWBEs, maximize connections with current and future projects, and develop long-term relationships.  

When the NYPA MWBE procurement team reviewed InnerVoice Vocal Studio’s response to their RFP, they saw a strong proposal that would help NYPA achieve its goals. It was clear that Sam Whitehouse understood NYPA’s needs and offered the best solutions to meet them.  

The one-to-one meeting with Whitehouse at ESD’s Syracuse Expo in July 2025 further confirmed the strength of InnerVoice Vocal Studio’s proposal.  “Matchmaking sessions yield the highest return in investment for NYPA’s participation in ESD outreach events, because of the dedicated time to speak with MWBEs,” Choi says. 

Making Her InnerVoice Heard
The Women Entrepreneurs  Rising initiative completely changed  Whitehouse’s perspective about the MWBE certification process – and, with guidance, gave her a clearer view of the many state opportunities for small businesses like hers. Her experience also made her feel good about being part of a local ecosystem and contributing to her community.   

 “Governor Hochul makes people feel good being in New York,” Whitehouse says. “This state is doing more for its residents. When they say, ‘do it’, they really do it. I want to be part of this.”