Black history is being made every day. For Heather McCartney, president of New York-based Ethnic Edibles, giving NIU students first-hand advice on starting small businesses is her tribute.

“Ethnic Edibles is a good jumping-off point to connect Americans with the African culture,” she told audience members Thursday night at the Holmes Student Center.

McCartney has been a dance teacher for 18 years, but it was an enlightening trip to South Africa that inspired her to use baked goods to inform black people about their culture. Ethnic Edibles packages four assorted cookie cutters along with recipes, cookie mix, icing bags and design booklets that tell the meanings of each shape with illustrations and stories.

“The ‘Atye Mask’ is the spirit mask of the earth, rocks and hills,” she said of one cookie shape. “It comes from the Ivory Coast in Africa.”

McCartney shared her insight and ideas with business students Thursday. Statistics show that only 38 percent of small businesses are owned by women, she noted. Out of that, 36 percent of them are black women.

“The most important thing to consider is that one out of five businesses in their first three to five years fail,” she said.

Having a good idea and knowing your market is also key.

“If applicable, you want to get your product patented, copyrighted and trademarked,” McCartney said. “Your intellectual properties can not be patented, so if you are not careful, they can be stolen.”

Beyond that, several essentials can make or break a business owner, McCartney said.

“I knew that my accounting skills were not strong,” she said. “So I had to invest in books and software that were going to help me, along with getting an accountant.”

Next, McCartney developed a marketing plan surrounding her most common customers.

“I had to find avenues for advertising as well as free publicity,” McCartney said. “I got started in February of ‘99. I was trying to get Edibles in a Macy’s store, Blackberry. It wasn’t until someone called the store looking for my product that they were interested in ordering from me. “

McCartney believes in creating “buzz” about a business’ name.

“I accredit most of my success to the free help that I received from the Trade Association and business organizations,” she said. “Whatever category you can fit into, use it, because it could take you that much closer to where you are trying to go. There are organizations for black business owners, female business owners, New York business owners and so forth. I fit the bill for all of those, and was able to network and market myself to a mass of others.”

Another important aspect of being an entrepreneur is doing your math, McCartney said. Sh called financial responsibility most vital to her company.

“To start out, you hope to make millions of dollars, but you at least want to break even,” she said.

McCartney’s final word of advice was for business owners to surround themselves with people who know what they’re doing.

“It is your business as well as your responsibility,” she said. “However, the only reason you are there is for everyone else. Others can help you.”