Game Plan for Success
In 2017, Roger Williams bet on himself and took advantage of a business opportunity that came his way. After working as a customer service representative for 16 years, he started his own business, Williams Distributing, LLC, as an independent distributor. It’s based in Fort Wayne and serves northeast Indiana. The company operates a route delivery business for Pepperidge Farms/Campbell’s. Williams Distributing distinguishes its services by setting the standard for customer service in the grocery retail industry.
As the owner, Roger enjoys partnering with businesses and working together to achieve goals. Roger is originally from Flint, MI. He came to Fort Wayne and attended Indiana Tech. He graduated with a Bachelor’s degree in Business Marketing and an Associate’s degree in Business Management while playing on the men’s basketball team. He was a member of the 1994-95 team that was inducted into the Indiana Tech Hall of Fame in 2019. After graduating, he went on to become an assistant coach for the team. He compares owning a business to playing college basketball. “Both paths require dedication, strategic thinking, and perseverance. I am so thankful for my college experience and how those skills translated over to the business world.” As an assistant coach, he found his passion for mentoring and giving back to the community, which continues today. He volunteers for AmpLab at Electric Works, which offers students at Fort Wayne’s largest school system opportunities to gain real-world, hands-on experience in an innovative and flexible setting. Roger mentors youth to own their own businesses one day.
His partnership with the Northeast Small Business Development Center started in 2017 and began with a key essential step to establishing a thriving business: a business plan. The Business Advisor worked closely with Roger to develop the plan that became his roadmap for success. The process included learning about the commercial loan process and insight into how to build and maintain financial projections. With the Center’s help, Roger secured the funding he needed to kickstart his dream of owning his own business. With eight years of success under his belt, Roger returned to the Northeast Small Business Development Center in 2025 to seek assistance with expanding his business. This included solidifying the company’s financial projections as he prepared to seek funds to add to his business. The expansion took place in April 2025. With a game plan in place and the support of the Northeast Small Business Development Center behind him, this former college athlete is showing young future entrepreneurs how to dream big and execute with purpose. As he continues to grow his business, his story reminds us that success starts with a solid strategy—and the right team in your corner.