With steadfast support from his College community, Asa Williams ’28 says starting his entrepreneurial journey at Hampden-Sydney is the cherry on top.
When Asa Williams ’28 arrived on the Hill, his focus was on basketball. Recruited from high school, he toured Hampden-Sydney and quickly noticed it stood out from the other schools he visited. Like many Hampden-Sydney students, he was impressed by the strong connections he was able to form even before officially enrolling as a freshman.
“Visiting Hampden-Sydney was unlike any other school I toured,” Asa says. “It felt like a true family. Even though people didn’t know me, they still took the time to introduce themselves, which made everything feel very welcoming. I was also able to build a strong connection with the basketball coaching staff.”
As the 2024-2025 basketball season progressed, Head Basketball Coach Caleb Kimbrough encouraged Asa to explore interests beyond the court. Asa, who became active with the Minority Student Union and Brother4Brother, revived his interest in entrepreneurship, which led him to revisit an old idea that came about when he was a junior in high school and ultimately take it to the Flemming Center for Entrepreneurship and Innovation during the spring of 2025.
“During my junior year of high school, my mom and I went out for ice cream in Atlanta,” Asa recalls. “It was delicious, but pretty expensive. That got me thinking about opening my own shop with a unique twist—one that would be affordable for everyone while creating a fun, lively space where people would want to hang out and stay awhile.”
With guidance from Michele King, director of the Flemming Center for Entrepreneurship and Innovation, Asa was determined to start turning his idea into reality. As he discussed his plans with Dr. King, it became clear he wasn’t just thinking about ice cream—he was envisioning tradition, community, and a place where students could gather to enjoy themselves. Week after week, Asa returned to the Flemming Center, refining the details. He researched supply chains, chatted about vendors with Meriwether Godsey—the College’s dining partner—and drafted a business plan. Through the SEED Innovation Hub in downtown Farmville, he also uncovered a wealth of opportunities to realize his vision for Just One Scoop—a mobile ice cream shop designed to create lasting memories while serving up delicious treats.
Building on his work at the Flemming Center and the Innovation Hub, Michele encouraged Asa to take the next big step: participating in the inaugural Demo Day, a pitch competition co-hosted by Longwood University and Hampden-Sydney at the hub. With little time to spare, Asa seized the opportunity and worked closely with Dr. King to fine-tune his pitch, determined to showcase Just One Scoop to a wider audience.
“Dr. King was an incredible help—I truly couldn’t have done it without her,” Asa says. “She was always willing to assist me with whatever I needed and supported me for as long as it took. We brainstormed together, and she was the first person to make me realize that my dream of becoming an entrepreneur was achievable with a bit of guidance and hard work.”
In April 2025, Asa pitched his concept to a panel of judges that included the dean of Longwood’s College of Business and Economics, the central regional director of the Small Business Development Center, and several local CEOs. Competing against 50 students and 35 ventures, he advanced to the top 10 on the main stage, leaving with a surge of confidence and the momentum to keep pushing his idea forward.
“Participating in Demo Day was an incredible experience and one I truly needed for my growth as an entrepreneur,” Asa says. “The preparation helped me develop skills I can carry for the rest of my life, like crafting a strong pitch and clearly articulating my business vision.”
Asa kept busy after the academic year concluded. With virtual guidance from Dr. King, Asa spent the summer in Georgia tackling key milestones: earning his ServSafe certification, applying to become an approved Hampden-Sydney vendor, and registering with the Small Business Development Center. Each step was crucial in building the foundation for his venture to move forward.
“At Hampden-Sydney, you’re never just a number,” King says. “Since we’re a close-knit community, we can connect students with the right people and resources. It’s the same principle I teach in my Entrepreneurial Diplomacy course, drawing on Steven Johnson’s concept that our liquid networks and the adjacent possible show us that chance favors the connected. Asa is living proof of that.”
Asa returned to the Hill in August 2025 as one of the Flemming Center’s Forge on the Hill recipients, a program that supports students turning their ventures from concept to launch. With funding and a year of guided support, Asa is set to take his concept to the next level.
“Being an entrepreneur means the world to me,” Asa says. “I realized early on that I wanted to build my career for myself. Launching my entrepreneurial journey at Hampden-Sydney makes it even more meaningful because I’ll be able to say I started it with the support of my H-SC brothers, alumni, and staff.”
Asa embodies the dedication, creativity, and passion that define Hampden-Sydney students. What began as a simple idea has grown into a mission to offer an experience filled with joy, memories, and plenty of delicious treats. As he moves forward, Asa will continue to thrive both on and off the Hill, channeling his passions to spread happiness.