Atlanta author, businessman, educator and entrepreneur Jerome Edmondson has his own definition of the word "entrepreneur."

"An entrepreneur is someone who has the ability to add value to humanity with character and integrity while making a profit," he said.

Edmondson, together with his wife and business partner, Alena, is dedicating his life to this credo and sharing it with others through the Entrepreneur Development Network (EDN), which just celebrated its grand opening in DeKalb County.

"I'm here to change the world," Edmondson said. He is taking help where he can get it. By bringing leaders from every industry to his courses at EDN, he is providing real-world resources to his students. "Every great CEO brings in the best talent to make their company great. That's what I bring in."

It was Edmondson's own affiliation with Bishop Eddie Long and the New Birth Missionary Baptist Church that brought him and Alena to Atlanta in March 2003.

Through New Birth, more than 800 entrepreneurs have been trained to "create, deploy and secure successful business growth," through EDN's Business Planning and Development Training Program.

"He didn't just bring theory, he brought experts," said Willie Clark, CEO of credit counseling firm Credit Unmasked and an EDN graduate. "He does this for everybody who can effectively communicate how they help others."

EDN's 12-week Business Planning and Development Training Program is geared toward the potential entrepreneur as well as those with existing small businesses who wish to learn proven growth and expansion techniques. The course takes place once a week for three hours at a time, with both day and night sessions. The cost is $995 (or $3,000 for the capacity curriculum).

"You have to have some skin in the game" in order to bring the right attitude for success, Edmondson said.
"It's an investment in yourself," said Clark, who was able to leave a $100,000-a-year job with a major grocery store chain after completing his coursework. In his first year of business he came close to making his usual six-figure income. He is forecasting revenue of $500,000 for 2008.

Clark cleaned out his bank account in order to take the course.

"Those with entrepreneurial visions and those with existing businesses have to create real-world business plans in a timed situation," said Edmondson of the basic course.

It is this working business plan that has graduates buzzing, many of whom were already MBA holders who still had plenty to learn, they realized.

"I walked out [of the class] with a 102-page business plan, ranging from mission goals to strategic vision," said Ken Tounton, mana ging director of The Royster Group, an Atlanta-based retained executive search firm.
Tounton, who has an MBA and had already been in business for nearly six years when he attended Edmondson's course, credits his business plan with the 20 percent growth in revenue his company has experienced in the six months since graduation. The Royster Group is on track for a 70 percent year-end increase in revenue. Additionally, Tounton was able to secure a major commercial real estate bank loan thanks to the same business plan.

"[The business plan] provided a road map to taking the business to the next level," said Tounton.

Through business achievement and its ensuing wealth, Edmondson believes that all people can be equal. He wants to rid the world of labels such as "black," "white," "Indian" or "Chinese."

"If you teach people how to be more knowledgeable in business, there is no cultural difference," said Edmondson, who himself was known for many years as "the first minority restaurant franchise owner" when he purchased a Denny's restaurant in the late 1990s.

"I hated that title," said Edmondson, "It took away from the true entrepreneurial performance measure; I was a seasoned and experienced restaurateur."

He is a believer of the words of the ancient Hebrew Torah scrolls. He believes that the Torah scripture h olds the key to life, prosperity and community development, through its teachings.

"The Hebrew Torah is the structure of business success," said Edmondson. "Entrepreneurial leadership with spiritual values is the message."

The graduates of EDN have the same opportunity to attain success through Edmondson's business and personal resources, which he makes available to all graduates.

EDN is open "to anyone who wishes to become an entrepreneur," said Edmondson, though it was started to meet a need for women and minorities interested in entrepreneurship.

Edmondson is particularly proud of EDN's Youth Entrepreneur Protégé Program, which sends youths off to college with completed business plans.

In its new location, EDN will also serve as an incubator center for small businesses, and teach entrepreneurs how to grow their businesses to scale through its Capacity Building Institute.

Corporate sponsorship supports 20 percent of the nonprofit organization, said Edmondson, while the bulk of the organization is supported by Edmondson & Associates, Edmondson's own private consulting firm. He is currently seeking outside investors to defray costs. Past or current corporate partnerships include BellSouth Corp. (now AT&T Inc.), Georgia Pacific, Georgia Power Co., Wachovia and The Home Depot Inc.
Other accomplishments:

• Named 2005 Entrepreneur of the Year and Local Minority Advocate of the Year by the U.S. Department of Commerce.

• Authored "Maximizing Misfortune: Turning Life's Failures into Success" in 2003.

• Established the Urban Hope Community Development Corp. with the NFL's late Reggie White, which assists first-time home buyers with attaining the American dream.

• To date, EDN graduates have secured more than $14 million in loans, according to Edmondson. There have been no defaults.

EDN is at 1777 Northeast Expressway. Classes are scheduled to begin the first week of February.
Top four tips for entrepreneurial success, according to Jerome Edmondson:

1. Develop a consistent, comprehensive business planning process for success.
2. Invest in entrepreneurial training and advisory services that focus on practical business skills and strategies that go beyond traditional theory-centered business classes.
3. Study and understand economic trends and how they will affect your industry and long-term growth.
4. Maintain a recognizable relationship with your industry trade groups.

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