As far as I can tell 2010 will be the most challenging year for any woman-owned or minority company looking to grow their contract base. The more I speak with MWBEs the more I get the feeling the world will end soon. Most of them are worried about their business survival in light of the harsh economic conditions and more competition from non-traditional minority groups that they had not had to contend with 10 or 15 years ago.

First of all, they are operating in a more competitive environment as new definitions of “minority” get expanded and more people compete for the same piece of the pie. Second, technology is changing so fast that the cost of keeping up is hurting even the bigger players looking for a competitive edge. Third, most large companies are bundling contracts to reduce the number of suppliers and a growing number of MWBE’s are being forced down to 2nd or 3rd tier, or losing the contract entirely. Last, but not least, many MWBEs are finding it cost prohibitive to transition to a “Green” or “Sustainable” model to meet the needs of their customers.

What does this all mean for the supplier diversity community? It means that MWBEs have to work twice as hard and deliver beyond expectation. VALUE is the key word. Corporations are looking for partners who can deliver more than they promise. Think out of the box, find new ways to optimize the supply chain or produce a better product. In today’s environment relationship alone is no longer king. You either step up your game or get left behind.

And this leads to my next question. Will many diversity organizations still have the same tired model or will they power up to help support MWBEs? It is obvious that some people don’t get it and if they can’t find innovative ways to continue engaging corporate America to expand their supplier base then that spells trouble. Some people have suggested incorporating new social media tools such as Twitter, Facebook, You Tube and others to educate minorities about potential opportunities. Others suggest a more confrontational approach. No one knows what the answer is but it wouldn’t hurt to try new things.