LATINA Style was welcomed by the City of Brotherly Love for its Aug. 12 Business Series. Having played host to the National Council of La Raza (NCLR) conference less than a month before, Philadelphia is home to a fast-growing, vibrant group of Latina entrepreneurs and served as a perfect setting for the Business Series.

President and publisher Robert Bard opened the event by highlighting the increasing “Hispanization of America” and the rise to prominence of Latina women. Today, Janet Murguía serves as CEO of the National Council of La Raza, Grace Napolitano chairs the Congressional Hispanic Caucus, and Anna Escobedo Cabral is the U.S. Treasurer.

The morning seminars focused on advice and tools that small-business owners could apply. The session titled “Small Business Administration (SBA) Matchmaking” featured Stephanie Watkins, a regional administrator for the SBA, who reiterated that the “SBA was a key to resources.” Watkins explained the advantages of the SBA Matchmaking Program, which was designed to help small business owners grow their businesses by winning more government and industry contracts. Last year, the SBA coordinated 23 million appointments between owners and procurement officers and formed a strong partnership with the U.S. Hispanic Chamber of Commerce.
 

MC during the luncheon, Claudia Gomez, Fox	Denise Schmalbach of the Philadelphia Business Journal talks with an attendee

Next, the “Access to Capital” panel, which was moderated by Maria Trafton, senior vice president and managing director for Wachovia, helped the audience gain insights into how to attain financial backing for their businesses. The panel also featured Blanca Adriana Duarte from Bank of America; Miriam Soto, a business counselor at the Women’s Business Center; and Thomas G. Tolan from the SBA. Each commented on the loan process, lending credentials, and the importance of a clear business plan. Soto emphasized the final point by explaining that business plans should be considered living documents that are reflected upon and adapted.

From the minute Varma Mitchell, a consultant through the Temple Small Business Development Center, took the stage, she enthusiastically taught the attendees the principles of marketing 101. Among Mitchell’s advice, Latina entrepreneurs should identify a clear target market, create a strategic marketing plan, and develop a distinct message and materials. As a model to follow, Mitchell reviewed the five F’s (function, finances, freedom, feelings, and future) and SWOT analysis (strengths, weaknesses, opportunities, and threats).

As a final presenter before lunch, Jackelyn Classen was an example to the audience of a woman with a military background whose technical expertise can aide any Latina entrepreneur into becoming more competitive and efficient than in the past. As the senior account executive at New Horizons Computer Learning Center, Classen has seen the benefits Latina entrepreneurs have had when applying their new savvy skills to their businesses.

The luncheon started with the enthusiastic mayor of Philadelphia, John Street, discussing his commitment to forming partnerships between city government and the Latino community. Today, Philadelphia’s Managing Director and City Solicitor positions are filled by Latinos. Following Mayor Street was the Mistress of Ceremony, Claudia Gomez, a reporter with Fox 29 Philadelphia. She spoke about her exciting rise in journalism. Gomez went from being the “child of immigrants” in California to being Philadelphia’s only lead Latina reporter. Introduced by Gomez, the keynote speaker, Maria Marín, proceeded to give a lesson in negotiating to all audience members. It was impossible to forget the magnetism and energy Marín displayed while inspiring women to be confident, strong Latinas, willing to reach for their goals. As Marín says, “In business as in life, you expect more, you demand more, and you will get more.”
 

Access to Capital Panel: Maria Trafton, Wachovia; Miriam Soto, Women's Business Center; Thomas G. Tolan, U.S. Small Business Administration; Blanca Adriana Duarte, Bank of America

Following the luncheon was the afternoon “Latina Entrepreneurship” Panel. Moderated by the Latina Entrepreneur Award winner, Carmen Adames of Adames Professional Services, the panel featured three additional successful Latinas telling their stories and answering audience questions. Panelists included Danna Gonzalez-McIntire, president of El Sabor Latino…¡Habla!; Leeanna Roman, president of Providence Pediatric Medical Daycare, Inc.; and Laura Schriver, president of Language Services Associates. The level of accomplishment among the panel motivated the audience. Schriver, for example, explained how her company had just won a $31.5 million contract with the Department of Homeland Security.

To end the day on a sweet note, all attendees were treated to a dessert reception and a raffle for prizes from the event’s sponsors.

Sponsors: Wal-Mart, American Airlines, Prinicipal Financial Group, AMTRAK, New York Life, Bank of America and Wachovia

Product Sponsors: Colgate-Palmolive and Mary Kay.
Supporting Government Agencies: U.S. Small Business Administration and U.S. Department of Energy.

Partner Organizations: U.S. Hispanic Chamber of Commerce, National Association of Women Business Owners, Greater Philadelphia Chamber of Commerce, TransitChek, Women’s Business Development Center, Women Presidents’ Organization, National Association of Hispanic Publications, National Society of Hispanic MBAs, Greater Philadelphia Hispanic Chamber of Commerce and LAZOS America Unida

Media Partners: The Philadelphia Business Journal, Raices, El Sol, Tamarindo International News, and El Sabor Latino…¡Habla!