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Serious Lady Business is the podcast where we dive into the serious—and sometimes not-so-serious—realities of being a female business owner. Host Leslie Youngblood keeps it real about entrepreneurship as we dive into the hard lessons no one warns you about to the surprising wins that make it all worth it. Tune in for honest conversations, unfiltered insights, and stories that prove you’re not in this alone.
Leslie Youngblood (00:01)
Welcome back to Serious Lady Business. I'm Leslie Youngblood, your host, feminist and founder of Youngblood MMC, a marketing media and content agency. Today we are joined by Dina Neely. Dina is a licensed electrical contractor and the award winning founder and CEO of Detroit Voltage. Her company, a certified woman business enterprise. No, excuse me, I'm going to start that over. See, that's what happens.
Deana Neely (00:27)
that's the beautiful thing about doing that yeah you can do it.
Leslie Youngblood (00:29)
Right,
right, exactly. All right, I'm gonna start at you. Okay, in three, two, one. Dina is a licensed electrical contractor and the award-winning founder and CEO of Detroit Voltage. Her company, a certified woman business enterprise based in Detroit, provides reliable residential and commercial electrical services with a commitment to quality and safety. With more than a decade of experience in the construction industry, Dina has earned a reputation as a trusted expert
who delivers outstanding results. She is a proud, born and raised Detroiter who knows her city inside and out. Before starting Detroit Voltage, she spent more than a decade working in the Buildings and Safety Engineering Department, supporting city officials and inspectors. With her deep industry knowledge and commitment to service, Dina stepped into entrepreneurship and built one of Michigan's fastest growing woman-owned electrical contracting companies. Welcome to serious lady business, Dina.
Deana Neely (01:26)
Thank you so much. I am so excited to be here. That was such a warm introduction and yeah, I'm happy to be here.
Leslie Youngblood (01:35)
Well, we are so happy that you are here and to talk to us not only about your journey with entrepreneurship, but what it's like building as a woman in Detroit. And I would love to start at the beginning with you, Dina. What inspired you to start Detroit Voltage and what gap did you see that needed to be filled?
Deana Neely (01:53)
Ooh!
to give you the shortest version of the story. So as you mentioned in my intro, I started in local government. So I worked in buildings and safety for the city of Detroit for a little over a decade.
eight years into that journey, ended up, well, let me go back. So while working in Builders in Safety, I work with city officials, I work with inspectors, and I work with contractors daily. And never in my mind in a million years that I imagined myself to be a contractor. But it was very fertile training ground for me, apparently. So I ended up about eight years into that journey, ⁓ meeting an electrician.
and contractor. We met, fell in love very quickly, had two babies back to back, and decided that with childcare being as expensive as it was, that I would stay home with the children and help him to grow his company. And so we did that for about nine years or so. And I started to do a few things. Before federal contracting was popular as it is right now, I was researching that. And I saw that if I started a company as a woman,
and minority that I could potentially procure contracts, fulfill them, subcontract them. And I thought that was a wonderful idea. And so I pitched this idea to my husband at the time. He thought it was a great idea as he was an electrician and a way for me to contribute to the household. And so I did that.
I started, he thought it was a good idea, I ended up studying, I tested, I got my electrical contractors license and I started Detroit Voltage and then three months later he left me.
Leslie Youngblood (03:36)
⁓ boo.
Deana Neely (03:39)
And so there I was with this new business. It hadn't generated any income or revenue at this point and two babies. And so I was thrust into single momhood and really struggling and trying to figure out what this new life looked like. And so I wasn't for sure if I was going to pursue Detroit voltage or go back to work and through lots of crying and praying.
Leslie Youngblood (03:48)
Mmm.
Deana Neely (04:04)
And going back to my roots, which was buildings and safety, just to have a conversation with the director, I was crying on his shoulder this day, like, I don't know what to do. I'm getting a divorce. And he said, what do you mean? You have all the resources, all the connections. What you were going to do with him is what you're going to do without him. And I was like, it was like a light bulb went off. It was like a light bulb went off. And I was like, you know.
Leslie Youngblood (04:18)
Mmm.
got goosebumps. Yeah.
Deana Neely (04:32)
can do this. I don't need him to do this. And Detroit Voters was birthed from that point. ⁓ It took me a few months before I got my first opportunity, but within the first six months, we generated over six figures of revenue, which was more than I made in my little city job. It was crazy. And so I'm going into my 10th year of business. April, I'll be celebrating a whole decade doing this.
Leslie Youngblood (04:47)
amazing.
Congratulations. It is such an impactful, powerful founder story because...
Deana Neely (05:01)
And so that's my founder story.
and
Leslie Youngblood (05:11)
I mean, you started with, you know, as there's many ups and downs in entrepreneurship, that has a very like extreme ups and downs. But you saw something that nobody else was seeing or that they realized at that time, Dina, was that there was an opportunity being a minority woman to go after and get these contracts. So that is just smart strategy number one. Right. And then to, you know,
have a partner at the time say, yeah, you're right. That's a really great idea. Go after that. But then to go through a tumultuous, you know, breaking up of that partnership and then questioning what was your idea and what you did see. But at the same time, a totally different situation where, like you said, you're a single parent with two babies and you're a mother and there's all these other things where if you had been a man that you would not have had to think of, probably was bulldozing straight ahead. But
Deana Neely (06:01)
So.
Leslie Youngblood (06:04)
I love that that that mentor that
connection of yours was like this is still exists to you. Why would you not do this? You have everything that you need. And I think that is whether you're just starting off or whether you've been in business for forever, you have an idea or you're in the idea. You have everything you need. You saw something. It's your idea. You have the power to bring it to life. And I'm so glad that you did, because now 10 years later you have this successful thriving business, which remind me, aren't you? It's like you're one of the in the top 10.
Deana Neely (06:31)
you
Leslie Youngblood (06:34)
of electric companies across the United States, right, Dina?
Deana Neely (06:37)
In Michigan for sure, for woman owned businesses. And so I haven't done any additional research to see where I fall across the country. But if I had to guess, I would be up there as well. ⁓ It's been a beautiful.
Leslie Youngblood (06:40)
Michigan.
Yeah.
Deana Neely (06:53)
beautiful journey of discovering who I am as a woman, who I am as a business owner. And although when I initially started the company, it was a way for me to survive. mean, just being quite honest, it was survival, but it has literally changed into a way to create opportunity for others, whether it is me opening the door and allowing
Leslie Youngblood (07:08)
Yeah, sure.
Deana Neely (07:22)
access to places and spaces where others are not able to get to, whether it's workforce development training or just simply exposing women to the skilled trades. And so this has been just beautiful, just a beautiful journey.
Leslie Youngblood (07:39)
Yes, I love that. And especially to build Detroit Voltage here in Detroit. Tell us a little bit about why staying rooted in the city was so important to you as a founder.
Deana Neely (07:49)
So you know what? It was so important because I realized and even now, ⁓ the access to on time.
accessible electrical services is not necessarily a thing for people in the city of Detroit. And I have people call me all the time, even though the name of my company is Detroit Voltage, and they know that I'm based in the city of Detroit, that they asked me if I served the city of Detroit, which is unfortunate, right? Because it's like, all of these companies should be serving the city of Detroit. But I noticed that that has not been the case historically.
Leslie Youngblood (08:24)
Right.
Mmm.
Deana Neely (08:29)
So it was an opportunity for me to fill this gap, to be able to provide these services to people that are underserved and absolutely needed and deserve it. And so, yeah.
Leslie Youngblood (08:42)
Yeah, definitely. And just like you said, I think also, too, with the workforce in Detroit and to and I think, you we've talked previously, we need more women in utilities. And it's such an important career path for people that you don't necessarily.
think of initially, I think so many of us over the past 20 years, I know I experienced it, is you go to college, gotta go to college, gotta go to college. And you don't necessarily need to do that in order to have a successful career. And the utilities and the trades are so important to our economy and our neighborhoods and families. And to be able to cultivate a workforce here in Detroit and to be able to share that opportunity has to be so profound and rewarding as well.
Deana Neely (09:09)
Thank
It's very rewarding. You know, I tell people all the time, the skill trades, if you think about it this way, where else can you earn and learn where you don't have to pay in order to acquire this skill? This skill is something that is so needed that you can really go anywhere in the world and be needed. Right. And so, you know, I mean, that's empowering in itself.
Leslie Youngblood (09:37)
Mmm.
Yes.
Mm-hmm.
Deana Neely (09:55)
And we definitely need more women in the trades, more women. Or even if they're not in the trades and ownership positions, like what I, you know, what I'm currently doing and what I'm building. But we need some more diversity because unfortunately it's just not what it needs, what it should be.
Leslie Youngblood (10:00)
Yes.
Mm-hmm. Mm-hmm.
us.
Right, right, 100%. I mean, we are still on, I think it's 130 plus years for gender pay parity when it comes to men and women. And that's just probably white men and white women. So God only knows the atrocious numbers when looking at minorities and what we need to do. And so to be able to provide a path to have a career and a learning, like you said, where you don't have to pay, you get to learn it. And like you said, you can go anywhere. And I truly believe, well, it's not that I believe, this is fact, as we continue to grow our
Deana Neely (10:29)
in the lab.
you
Thank
Leslie Youngblood (10:44)
populations across the world as climate change continues to progress as industry continues
to progress knowing the utility space is going to be exponentially important to our society as large and you don't need a marketer.
everywhere in order to survive as a society. But you sure need electricity. You sure need water. You sure need to do all those things. Those are essential to living. And so I feel like the advantages cannot be stressed enough. And to know that Detroit has this incredible organization that is leading the charge on that and I think is just so incredible. And I would love, Deena, tell us what advantages does Detroit offer entrepreneurs that people outside the city often overlook, in your opinion?
Deana Neely (11:04)
That's right.
What advantages does Detroit offer? I we have such a beautiful ecosystem ⁓ within the city of Detroit, especially as it relates to entrepreneurs. ⁓ If there is a place that you want to, if you're looking to glean from someone else's success, I feel like Detroiters are very open ⁓ with sharing not only what it took them to get where they are, but resources and
Leslie Youngblood (11:31)
Correct.
Deana Neely (11:58)
you know, people and I feel like, ⁓ and also there are a lot of programming for entrepreneurs and those that, you know, startups and, ⁓ grant funds and things of that nature. think it's a lot of resources out there for those that want to become entrepreneurs. And it really doesn't matter or space you're in, but since we're talking about, since we're talking about this particular space, but there are,
Leslie Youngblood (12:07)
Mm-hmm.
Deana Neely (12:26)
So many opportunities, so many different programs ⁓ that you could potentially join and really get to where you want to go from start to finish.
Leslie Youngblood (12:35)
Yeah, it really is incredibly inspiring to see those programs come up because it can help mitigate some of the challenges that I'm sure you experienced along the way. Like you think, oh, if only I had had that program when I was starting out, I would have been able to, I wouldn't have gone through X, Y or Z. And so what were some of those hard lessons you learned while building a business, Dina, especially in an industry that wasn't always so welcoming to women and everyone?
Deana Neely (12:55)
Thank
Yeah, I think one of the things that I learned a little bit later, because my business started from a means of survival and not necessarily started as a business per se, it morphed into a business later on because I realized that I needed to have certain things in place. being foundationally sound is super important.
Leslie Youngblood (13:19)
Yeah. Man.
Deana Neely (13:29)
like making sure that you are registered in all the places that you needed to be registered in, making sure that you have the proper licensing, the bonding capacity, like all of these things I did not know about, these were things that I had to learn as I moved further along in my journey. So I think just some of those, even funding, I mean, when you think about pursuing access to capital, so when you think about pursuing larger opportunities, like how do you fund them?
Leslie Youngblood (13:50)
Mmm. Mmm. That's good.
Deana Neely (13:59)
⁓ for I would say eight years, at least eight whole solid years, everything was self-funded. Every penny that I made, put back in the company to continue to make more money. And so it wasn't until, like I said, that eighth year where I was like, okay, in order for me to really go to the next level, I need to pursue some outside capital and just think, but if I would have thought about that earlier on, I could have been further along, you know?
Leslie Youngblood (14:07)
Mm-hmm.
Sure, right. think that it's really, there's so much to be said and there's so much that I've read that advocates for bootstrapping and self-funding your business as long as possible and growing it as much as you can. But then you, again, to have the access to the outside capital, if and when you need it, is so important too. so I think that, right, like how do you navigate, or how do you do that? And I think a lot of times we think,
Deana Neely (14:37)
No.
students.
Leslie Youngblood (14:54)
how do people do this? This feels impossible, but like you I'm sure have experienced, there's people have figured this out. I'm not the first person to figure it out what it can feel so isolating and like, you know, all these years I've been putting every penny back into the business, but how do I still get to that next level? It's like, yeah, external capital. Now's the time to do that. And it just becomes a natural step. And I think that also too,
Deana Neely (15:04)
Yeah.
Leslie Youngblood (15:18)
I think one of the myths, and I would love to get your take on this too, maybe it's just the onset of the social media
culture that we see now. And you have all these entrepreneurs and they're in their fancy jets or they're like the this and the that. And you think, I'm going to start my business and I'm going to be spending all that money and I'm going to be doing all those things. It's like, no, you're going to be putting every penny back into the business. You're going to be grinding it out until you get to a level that's not, it's going to take a couple of
Like maybe you'll be a shooting star in unicorn and maybe it'll take you less time, but the reality versus the perceived dream of it, like what's your take on that? you kind of, am I making sense?
Deana Neely (16:02)
Absolutely. Social media
can be so unrealistic. It's so funny because I've had electricians that I've mentored, some that have been in the industry for many, many years and some that were wanting to get started. And they didn't really, it looked cute. It looked easy. I was like, I guess I make it look easy to y'all, but it's not easy.
Leslie Youngblood (16:25)
Well, that's
when you know somebody's really good, like an Olympian or a professional. It's like they make it look easy, but you know how long it took them to get it to that point to make it look easy. So it's kind of, so I can see that, how they would say that, but you put in your time.
Deana Neely (16:35)
Yeah.
in the time, but I also try to be as transparent as I possibly can. Like I will share on social media if I'm having a bit, like if this week was tough for me, right? There are times where, you know, you might have an influx of jobs and then there might be times where there are crickets, like where you're like, okay, are we going to be able to meet payroll? Are we going to be able to do what we need to do? And so those are
Leslie Youngblood (17:04)
Mm-hmm.
Deana Neely (17:09)
the things that are real when it comes to being an entrepreneur. And so going back to some of those mentees that I've had in the past, ⁓ a few of them have decided, this isn't for me. I would much rather just do the work. That's what I enjoy doing. You know, when you have to think about all of the other things that are involved in becoming your own boss, because it looks good, it looks like that shiny object that you want, it costs everything.
Leslie Youngblood (17:34)
Yeah.
Deana Neely (17:39)
Like it costs something, you know what I mean? It's not free. Yeah.
Leslie Youngblood (17:39)
Yeah. Sure. Right. Mm-hmm. And I think that in a-
Also too, it's okay to change your mind, right? Where you think, no, I said I was going to do this and now, and I've told my family and friends and they're going to think I'm a failure, but it's like, but no, you just changed your mind. You realize I tried this, this isn't for me. I'm much better. I feel much better suited to this other path and that's okay too. I think we can kind of maybe more so as women get caught up in our heads about those types of things too, like, no, I chose that. I said I was going to do this and now I don't think this fits me anymore. ⁓
Deana Neely (17:59)
Yeah.
Leslie Youngblood (18:15)
going to do? Well, you change your mind and that's okay too. And that really takes a lot of self-awareness, right? Like, and I'm sure they were so thankful for you to be able to guide them in that as well.
Deana Neely (18:18)
I love that.
Yeah, that's a great point. That is such a great point, Leslie, that we should be able to change our minds. And not only that, to be a good business person is to see that this thing is no longer working, right? It's no longer working. And so either I pivot, I mean, do you sink with the ship or do you figure out another way? Right? I think there's power in doing that.
Leslie Youngblood (18:29)
Yes!
Hmm.
⁓ my goodness.
Deana Neely (18:52)
And although I might not have always felt that way, now I absolutely do. I see that if it is no longer working, do something different. Yeah.
Leslie Youngblood (19:01)
Is there an example
that comes to mind, Dina, where you had to make that pivot, where you're like, this isn't working? you, right, like, cause you could think, I'm gonna, this is how I'm going to operate. And I don't even, it's like indescribable how did you, how do you have to continuously pivot as a business owner? And I would love to hear a time where you had to pivot.
Deana Neely (19:20)
Yeah, so for example, one of the things that I wanted to put a lot of focus on was consulting, right? And I realized, I was like, I don't have enough time to do the consulting on the level that I wanted to. So I opened up my calendar as that being an additional stream of income. And that would be something that, you know, I could just do. And as that calendar began to book up and then I realized, wait a minute,
Leslie Youngblood (19:50)
Mm-hmm.
Deana Neely (19:51)
don't know that this is the thing that I really want to do. And although I know that it was very helpful for the time that I was able to do it, I need to shut this off right now. I need to turn this off right now because it's no longer working for what I have going on. And if I choose to revisit it again, I can restructure it in another way. But you know, there are even different avenues within your business that you might want to consider and you try it and you just don't like it. Another thing was,
Leslie Youngblood (20:01)
Yeah.
Mm-hmm.
Deana Neely (20:20)
In my mind, I thought that we would be the company that you can come to and get all of the smart technology, right? So like smart switches, outlets, installed all of these different things. And it just wasn't anything that I was really willing to put the focus in that I initially thought I wanted to. And so I had to pull that back. It's okay to change your mind. It's totally okay to change your mind. Yeah.
Leslie Youngblood (20:28)
Bye.
Mm-hmm.
Mm-hmm. Yeah. Mm-hmm. Yeah, and I
think that that's something people from the outside don't see. We just see a successful business, a successful business owner that's confident in, you know...
at events and in magazines and you don't realize that behind the scenes, there's a million things that can be going wrong a single day or changes that are being made. And it's your ability to pivot with those and to be willing to adjust and strategically like, okay, this isn't working that has enabled you to be as successful as you have been. And I think that it just maybe again, I always hate to dog on social media, but because it becomes this highlight reel and we don't really see, you we have this perception and
Deana Neely (21:12)
Yeah.
Leslie Youngblood (21:26)
And it's not all, it's not all rainbows in easy street in the business. It's those tough decisions and behind the scenes, you know, it's tough. like you have to be willing to make a change from there in order to keep moving forward. And it doesn't mean that you messed up. It just means it's a change. And I just think that's so fantastic to be able to lean into that.
Deana Neely (21:30)
So.
Leslie Youngblood (21:50)
especially as a female leader and a female founder in a traditionally male-dominated space too, Dina. How have you navigated credibility, confidence, and leadership in a space that really is male-dominated?
Deana Neely (22:07)
That is such a wonderful question. ⁓ I think in the beginning, I know in the beginning, it was all me. Like in my own mind. So the first thing is to wrap your mind around who you are, what you're called to, and that you are enough. A lot of it was my own negative self-talk, right? Nobody's gonna want to...
Leslie Youngblood (22:31)
Mmm.
Deana Neely (22:32)
Utilize my services as a as a black woman What do I know? Right just as a woman in general like what do I know in this very male dominated space?
Leslie Youngblood (22:40)
then.
Deana Neely (22:43)
ended up encountering Google and they were, I always bring up the Google story because they were so instrumental in the growth of my company. And so I ended up running into Google. They were looking for small businesses and construction to help create a digital footprint. And it was this, this whole program and I ended up applying for it. Turned out that I was the only one accepted for this particular
program, they flew in from the headquarters. We came in with this whole plan of action. think, I think initially it was supposed to be like a six week beta program and to help me create this digital footprint. And I mean, everything from optimizing my Google listing to running Google ads, all of these things. And at this point, no one knew that Detroit Voltage was owned by me because I was very intentional about
Leslie Youngblood (23:23)
Hmm.
Hmm.
Deana Neely (23:43)
not allowing anyone to know my photo wasn't anywhere. I was never in the forefront of the company. I was very quiet and behind the scenes. And immediately Google was like, the first thing you need to do is put your picture on your website, on your listing. need to say that it's owned by a woman and we need to do this now. And I'm like, no, I'm like fighting them on this, right? And so long story short, I ended up doing what they told me to do.
Leslie Youngblood (24:06)
No, no, no!
Deana Neely (24:12)
And my revenue doubled. And the funny thing about it all was as customers were calling me, they were like, where have you been? We've been looking for a woman owned business to support. And so it was as if I was hiding from my target audience by not showing up authentically as who I am. And so it's so very important.
to wrap your mind around first that you are enough, and then everyone else will see and realize, yeah, you are enough. You are more than enough. And really it was just me, because I can honestly say I have had so much support from men in this space. mean, first off, they were just impressed with the fact that I've been able to accomplish what I've been able to accomplish.
Leslie Youngblood (24:57)
Mm-hmm.
huh.
Deana Neely (25:03)
but then
also willing to fill in those gaps. So some of my best mentors have been men.
Leslie Youngblood (25:10)
Yeah, that's wonderful. I mean that
Google story, I had goosebumps and like felt like tears welling up in my eyes, you know, because they said, where have you been? Where have you been? We've been looking for you, not that somebody else this other
Deana Neely (25:21)
Where have you been?
Leslie Youngblood (25:27)
organization that you probably were like, they know they all they know more than me or they've been around for much longer. They're run by this team. It's like, no, people are looking for you. And what that is just so profound because so we all have that mean voice in our heads that we would never talk like that to any friend or loved one. But for some reason, we talk to ourselves and self doubt ourselves. And it's the
but truly the one thing that is holding you back from doubling your revenue just by showing up as who you are. I mean, I'm going to think about that for forever. That's going to be my new Roman empire. Yeah.
Deana Neely (26:00)
Yeah.
⁓ wow, that's beautiful. And I'll share this with you as well. And from
that opportunity, Google, they fly me across the country to talk about how I utilize their digital tools to grow and scale my business. I'm currently on their website. I've been on their website for about six, seven years now. ⁓ I'm definitely one of their success stories at this point. But really, it was about wrapping my mind around who
I am as a business owner and what's really important. And you hit the nail on the head, it's negative self-talk. The voice sometimes in your head is so much louder than reality and you just have to tell it to be quiet. You just have to tell it to be quiet. Because had I not done that, I mean, who knows?
Leslie Youngblood (26:48)
Wait!
Right, right, right, and we can do that.
I mean, that's just such an incredible story. Thank you so much for sharing that. And I love that that happened for you. What an incredible, incredibly powerful journey to go through to now be able to share with others. And also you shared in there, Dina, that I would love to come back to is that while you're in this traditionally male dominated field and it can be almost looked at upon as, I don't want say like a bad thing or like, like, but the men...
Deana Neely (27:05)
still.
Leslie Youngblood (27:26)
There are so many great men that embraced you and are your allies and men toward you. And I think that is so important too, is because just because it's maybe not 50-50 in like this space, you are just as valid and there's gonna be helpers. There's gonna be allies. It's like it takes both sides to build something incredible and to really cultivate change. And I think that is so fantastic because it's not...
Deana Neely (27:28)
And. Yeah.
Leslie Youngblood (27:50)
They're, you know, it's not that they're gonna be like, get out of here. It's like, no, come, that's amazing. Yes, please, we need more women. We need more minorities. Yes, this is amazing. How
can I help? Which I think is so fantastic.
Deana Neely (28:01)
Yeah, I've been getting a lot of that. really have. Just across the board, people willing to extend their networks to me and offer resources and connections and introductions. All those things go a very long way. And so now as a business owner, I'm able to pay it forward and I understand how important it is to do the same for others.
Leslie Youngblood (28:26)
Yeah, and you just mentioned Detroit Voltage isn't just the technical work. It's about community and opportunity. Share a little bit more, Dina. I'd love to hear how you think about impact beyond the revenue, as you were just getting into.
Deana Neely (28:42)
Yeah, so for me, impact beyond the revenue is seeing other people succeed. Like that just lights my fire. I love to pour into, I do a lot with youth as well. In fact, I just had an engagement the other day and just seeing their faces light up just simply by me showing up and them hearing about my story and knowing where I came from and knowing that that little fire will
probably turn into this huge flame one day and then they can remember what they learned from me. And then also seeing my other mentees just take off and grow their businesses and do well and be able to create generational wealth for themselves or even just help their communities wherever they are. And so for me, that is so important. That's the important word.
Leslie Youngblood (29:30)
Mm.
Mm-hmm. Yeah. 100%. And I
think that is so, I love that it's, people, founders are more one-on-one in that space now. I mean, I feel like when I was growing up, we didn't have that. I didn't know that you could be a business owner. I mean, right? It's like veterinarian, teacher, lawyer, doctor, maybe, is like, you're growing up in...
And if you can't see it, you can't be it. And so the more kids and the more people you can connect with and pay it forward, like you said, that flame becomes bigger and bigger and then is transferred to others. You never truly fully see the ripple effect. And I think that is just so, you know, ⁓ gosh, undervalued really in business, because sure, it's about you have to keep the lights on. Sure, you have to have the revenue, but the impact beyond revenue is almost a million times more important.
Deana Neely (30:25)
Yeah.
Yeah. Yeah, it has to be bigger and greater. It is bigger and greater than you, right? Your business, your story. That's why I love podcasts like yours, where you can just hear from other women that have created something amazing and that it costs something, but it's also so beautiful.
Leslie Youngblood (30:30)
than just the dollars on your spreadsheet at the end of the day.
Deana Neely (30:56)
It's so beautiful, the impact is so important. Even when in some cases we can't see how important it truly is, it is. And the more that we tell these stories, ⁓ the more impact that we actually have.
Leslie Youngblood (31:04)
Mm-hmm.
Yeah, exactly, exactly. Couldn't have said it better myself, Dina. How has being a Detroit based business shaped your approach to growth and also scaling, Dina?
Deana Neely (31:23)
Not only being a Detroit business, but being a born and raised Detraider has given me such a competitive advantage. I feel like a grit that is unmatched. I have witnessed so much in my life personally, but also in business that I just feel like I can go into any space and dominate. Like I can do it. I have what it takes. ⁓ It's about what I've been through, what I've witnessed.
Leslie Youngblood (31:44)
you
Mmm. ⁓
Deana Neely (31:52)
that I just know that you could put me up against anyone or anything and I'll come out. I'll come out at the end.
Leslie Youngblood (32:01)
love it.
You're not getting that. Those business owners in like California aren't getting that. Just based on the weather that we have to deal with here. Yeah. Yeah. Yeah. I love it. It makes it so special. And, you know, I think even to call back to earlier in the conversation, you were saying people are so willing to help each other and share resources here. And it's, it's like, you know, what is it? We go further together, community over competition.
Deana Neely (32:05)
It's different.
We're just different. We are just wired different. Yeah.
Leslie Youngblood (32:30)
in a sense, and I do think that that matters so much here and is something that is so embodied here. And, you know, we rise all together and you have had success and you want to share that success with others. You don't want to gatekeep upon that success because you know what that means to keep that momentum going for the region. And I think people are still just starting to recognize the power and the innovation that is coming out of Detroit and Michigan now. And we've always been special. I mean,
the birthplace of the automobile, Motown, music. I really feel like there's something truly in the water here, maybe because we're surrounded by water. Like I just, know, where we have all these incredible leaders come out of Michigan and you know, it's just a unique space that cannot be, can't be copied and can't be faked. Like if you know, you know, and you have that Detroit grit and that experience, it's something that is so unique and special.
Deana Neely (33:05)
you
true.
Leslie Youngblood (33:26)
and you can go around the world and people that have grown up here share that with you. It's a kinship ⁓ as well. So I just love that. What do you, when you look at Detroit, Dean, and you've seen so much change over the past, you know, course of your life and living here and building a business here, when you look at the city now and you see maybe where it's going five to 10 years from now, what do you see that is exciting to you? What do you hope?
What role do you hope that your business and other businesses like yours also play in the city now and into the future?
Deana Neely (34:01)
excited to see the evolution of Detroit. I worked in downtown Detroit when there were tumbleweeds down there, like when it was a totally different literal tumbleweed. And so to see where it is today.
Leslie Youngblood (34:08)
Mm. Literal tumbleweed. Literal. Mm-hmm.
Deana Neely (34:17)
It really does me good. Like I love what they're doing. The only thing is now I want to see that same change within the communities, right? Like within the areas that I grew up in and, you know, on the East side or the West side of Detroit, I want to see that within the communities. I want to see the change there as well. And, you know, I feel like I am.
Leslie Youngblood (34:26)
huh.
Deana Neely (34:43)
I a part of that by offering my services within the community ⁓ with being a part of the electrification of the CDOG trade, the EV infrastructure. So being able to provide charging for those that might not have had access to it and working on things like that, those things are near and dear to my heart. ⁓ And then of course, career opportunities, like making sure that
Leslie Youngblood (35:07)
Mm-hmm.
Deana Neely (35:12)
you know, in this clean energy space that those that are within the community and have been within a community have access to these career opportunities as well. So all of those things are very important to me.
Leslie Youngblood (35:16)
Mmm.
Yes.
Mm-hmm. Yeah, I completely agree. What are you most excited about right now for Detroit Voltage in looking ahead into 2026, Deena?
Deana Neely (35:40)
I have so much song.
Expanding nationally is one. In fact, let me just say, let me just put this out there early. Expanding globally, right? Even better. So ⁓ we do have a location in Houston, Texas, which we've had for some years now. Really haven't put much focus on it. But, part of that was because, you know, I'm a single mom and
Leslie Youngblood (35:45)
Woo!
⁓ even better. Yes. Even better.
Deana Neely (36:10)
had children that were still in high school. And this is my first year in what? Ooh, what is it about 14, 15 years that I haven't had to get a child up for school? And so now I have two young adults and I can really think about what do I wanna do? How do I wanna expand? What type of impact do I wanna have in the world, not just in Detroit or in Michigan?
And so that's what I have to look forward to. I'm excited about the future of Detroit Voltage.
Leslie Youngblood (36:45)
I love that. I'm excited about it too. And global domination. Yes. A million global domination. Yes. Heck yes. And what you just said too in there, Dina, I think is so important for listeners to take away too is this is the first year in 14 years you haven't had to get a child up for school and your life is a completely different structure and a freedom to it. And I think it's such a good reminder because
Deana Neely (36:51)
Global definition.
Heck yes. ⁓
Leslie Youngblood (37:14)
There's different seasons and there may be somebody listening now that feels I want to expand my business globally or expand to another city or.
Deana Neely (37:16)
Thank you.
Leslie Youngblood (37:22)
do a course or do this, but I'm just overwhelmed because my kids are so little. I don't have the time. There is going to come a time when those kids are grown and more independent, whether it's when they're able to get their own cereal or whether they're able to drive themselves to school or to a job. But, you know, and doesn't mean that those dreams are not meant to be yours. It's just there's a different season for those dreams and.
And we forget
Deana Neely (37:47)
I love that.
Leslie Youngblood (37:48)
that because we think we should have all the things and do all the things right this very minute. And that can get us really down about where we're at. And it's just not the case. And so I just love that so much.
Deana Neely (37:59)
That's a very great point. There is a season. There was a season where, you know, all of my focus was on Detroit Voltage and the children and their extracurricular activity. That was it. And then as they got older and were able to care for themselves a bit more, then I was able to focus on different ventures. And so you're right. ⁓
Leslie Youngblood (38:12)
Yes, sure.
Deana Neely (38:24)
And this is for any of your listeners that are thinking, just like you say, like, gosh, like I'll never be able to have these things. Well, you can, just pace yourself. Where you are, you're there for a reason. And know that your next season will be even better and even greater. And sometimes it takes some time to get there. You know, everything might not happen overnight for you. Some people are anomalies and it happens for them like that. But for the most part,
Leslie Youngblood (38:33)
Mm-hmm.
on her.
⁓
Deana Neely (38:54)
There is a step by step, just take your time, keep walking, keep moving. And you'll be shocked with the provision that you'll get just by simply being obedient to the call that's on your life. You know what I mean? you'll be amazed because, you know, we want to, honestly, if you knew what was ahead for you in advance, you probably wouldn't move.
Leslie Youngblood (39:07)
Mmm. Mm-hmm.
You'd be too scared. I can't do it. Like there's no way I can be that person. Mm-hmm.
Deana Neely (39:21)
would be terrified.
No, because I know I would love.
Leslie Youngblood (39:26)
Right? Sure. 100%. It's just really profound and special to think about. Like you are right on time, no matter where you're at. don't rush out of that season or that place because you are...
Like you said, you are meant to be there. I think that is a beautiful, you know, beautiful way to wrap up this incredible conversation with you, Dina. And before we go, I would love to have you share where our listeners can connect with you and follow along with you and Detroit Voltage on your quest for global domination now.
Deana Neely (39:43)
Yes.
Yes, and you know,
there might be a listener that wants to support me in that journey. And so I would love to, yes, please reach out. But you can find me at detroitvoltage.com or dinaneely.com. And I just wrote my very first book. so
Leslie Youngblood (40:07)
rights.
Deana Neely (40:21)
If you go to my website, you should be able to at least get on my wait list. It hasn't technically dropped, but it's totally completed. And I'm so excited. It's called Faith, The Audacity of Divine Disruption. And so we have no idea how all of these things that are happening around us are all for the greater good. And so that's what this book is to, is to.
Leslie Youngblood (40:37)
my.
Mmm.
Deana Neely (40:49)
encourage and inspire those that might get it. And so thank you so much for having me.
Leslie Youngblood (40:55)
Oh my gosh, thank you. And I love the book drop. didn't realize you wrote a book and it's coming out. I'm so excited for our listeners to know that, to get on that wait list for that incredible book. I know I sure will. Dina, you are just an incredibly inspiring, accomplished woman. And thank you so much for joining us today on Serious Lady Business. It was truly an honor.
Deana Neely (40:59)
I'm seeing it. I'm seeing it.
Yes.
Thank you, Leslie. I am so honored to be on your podcast and look forward to hugging you soon. Yes. Have a great weekend.
Leslie Youngblood (41:23)
Yes, let's make a date. We'll catch up in person soon. Detroit, baby. Cheers. ⁓